Marketing Plan for a android app, made as a final project project during marketing internship under prof Sameer Mathur, IIM Lucknow. This Idea is the original work carried out by Abhishek Yadav under Professor Mathur during the year 2016.

1. Cooking Stories
Marketing Plan For An Android App

2. Executive Summary
We carry our phone with us everywhere
we go- whether it be our living room,
work space, or even the bathroom- so
why shouldn’t we venture into the
kitchen with it?

3. Sometimes all we have are a few ingredients and one recipe that
we have used way too many times. So if your meals have all been
starting to taste oddly familiar then it’s time to spice things up.

4. So here is one-stop solution
Presenting:
“
“Cooking Stories”
What are you cooking today?

5. Overview
This app is a one-stop solution for finding online hundreds of
mouth watering recipes by ingredients, with step by step
instructions to help you make your recipes.

6. How the app works?
This app allows you to input a list of all ingredients you would like
to cook with.
Then the app will take your ingredients and search online for
hundreds of recipes with only these ingredients.
Recipes can be filtered based on their ratings and time to cook.
Recipes can be saved to offline mode and can be refered anytime.

7. India’s best recipe search
app
10,000+ Downloads
Target conversion rate
(about 3-5%)
Revenue target of Rs. 2 cr.
in year one to Rs. 20 cr. in
5 years
Establish brand equity
and customer satisfaction
Goal

8. Situational Analysis
Overview of company & target consumers
Market Overview

9. Core Competencies:
One -stop destination for finding recipes by
ingredients.
Reduced time and efforts.
Wide range of options for selecting recipes.
depending on cooking time, reviews, and ratings.
Implementation of Search engine optimization &
app store optimization.
Company Overview

10.  Strategic Assets
 In-app purchases, in
keeping with the
Freemium model
In-app advertisements,
that’ll generate revenue
 Communication
partners

11. Cooking apps are the next step in the complete mobile makeover,
,offering step-by-step instructions detailing how to make a fine
over-fried chimichanga, curate a weekly meal plan, and much more.
Market Overview

12. Opportunities
•Untapped market
•Lesser competitors
•Increasing use of smart
•Explosion of information
Threats
Global players like The Big Oven and
Yummly cementing their market
position and increasing their market
share.
Relatively new concept may take
additional effort and time
No benchmarking of parameters
Requires huge marketing budget and
awareness to create awareness

13. Competitorss

14. Target Markets
•The target group primarily includes
the ones who loves cooking .
• Another customer segment is
represented by numerous travelllers
to whom the app can serve as a
cooking guide.

15. Strategy
Our strategy is to target
more key consumers by by
providing them a free
access to massive library of
2,50,000 recipes thus
making cooking simple.

16. Value Proposition
Customer Value: Personal , virtual, 24/7 customer
service will give lot of information for the customer who
are in search of recipe
Collaborator Value : Successfully competing with
other major players in the industry and a large, diverse
user-base
Company Value: Positive work environment, good
pay, growth potential, opportunity to pursue interests

17. Tactics

18. Free Version:
The free version of app will
have following features:
•Recipe search by ingredients
•Keyword search
•Sort recipe by time
•Add your own recipe
•Login not required to search
recipes
•Meal type search
•Allergy type search
Product

19. Premium Version
The premium version of app
will have:
•Calorie tracker
•Meal tracker
•Membership accounts
•Cloud back-up and syncing
•Cook book to store recipes

20. Brand
Name- ‘Cooking Stories’
Tag Line –
“what are you cooking today?”
Core brand Values – Quality,
Variety, Innovation, Ease &
Efficiencyare

21. So what makes us different
from other app?

22. If you are not in a mood or too busy to cook, you can click a “Find
near me” button which will search for resturants closest to you
with this dish.
So, in a nutshell this app is not only a recipe search engine but
also a restaurant finder based on your dish

23. Price
•Free version of the app will
help in generating traffic and
to attract new users.
•The premium version of the
app will be priced at $39.99
per month which is quite
affordable and it provides a lot
of additional features as well

24. Incentives
To customers
Price reduction – rebates, coupons for dollars or
percentage off
Free upgrade with purchase
Free cookery videos from famous chef for premium
users
To collaborators
Recognition and self-worth
Money has been and continues to be an important
motivator for participating in collaboration
To employees
Reward, Bonus & Recognition.

25. Communication
•Cookery Blogs
•Full-Featured
Company Website
•Promo Videos
•Social Media
•Google Ads
•Featuring E-mails
•Print Media

26. Distribution
•Google Play Store
•Amazon App Store
•Company Website
•Recommended
Websites

27. Implementation
•Work with cooks and chefs and
develop various recipes and
cooking plans
•Hire app developers and brief
them with the design.
•Search for potential investors to
financially aid us
•Prepare the print and video
advertisement

28. Managing retailing,
wholesaling & logistics(2
months)
Market Research(3
months)
Crafting Market
Positioning(4 weeks)
Setting up Strategic
Business Unit(4 months)
Setting Product
Strategy(4 weeks)
Developing Pricing
Strategies (3 weeks)
Designing Integrated
Marketing
Channel(3 weeks)
Schedule

29. Thank
You

30. Disclaimer
These slides were created by Abhishek Yadav, MITS
Gwalior as a final project/exam during a marketing
internship under prof. Sameer Mathur, IIM Lucknow