Marketing Plan for my mobile app. Project done under Prof. Sameer Mathur by Chinmaya Lovekar from MIT Manipal

1. Book My Table
By Chinmaya Lovekar

2. Book My Table
Make Every Part of Your Dining Experience
Better!

3. Executive Summary : Objective of App
Customers are often dissatisfied by the following reasons:
1. Not getting an ideal ambience in the restaurant
2. Having to wait for their turn to dine in a restaurant
3. Having to wait for a long time to order and get their order at the
restaurant
This app solves all these problems!

4. Executive Summary
‘Book My Table’ is a hotel service
convenience app which focuses on
making every part of your dining
experience better for diners and for
restaurants.
It acts as a digital concierge, which
helps you check availability at
restaurants as well as book tables at
a restaurant.
The idea of the app is very similar to
‘BookMyShow’ which helps
customers to book their seats at
movie halls.

5. All you need to do to use this app are the
following steps ->
1. Begin using this app by registering your
name and logging into the app.
2. (1)Select a suitable venue.
(2) Select the number of people, date,
and time of your visit.
(3)By using the premium app you can pre
order your food and also enquire for a
suitable niche at the restaurant .
3. Internet handling charges will be
applicable every time you reserve a table
from the list of restaurants.

6. Features used in ‘Book My Table’

7. Situational Analysis :Targeted Customers
1. People conducting business meetings at restaurants

8. Situational Analysis : Targeted Customers
2. People who do not wish to wait for their turn to arrive and are
extremely time bound.

9. Situational Analysis : Targeted Customers
3. And also the general public who would like to check the availability
at the restaurant and get a comfortable platform to reserve a table

10. Targeted Customers :Collaborator 4/4
4. This app not only helps the
customers at restaurants, but the
restaurants as well.
Restaurants will be able to easily
manage their tables.
These apps will help restaurants to
come easily under the radar of people
as other restaurants may not come
under the direct purview of people.
This will help strengthen the brand
value of the restaurant.

11. Situation Analysis
Market Overview
Viewing the customers lifestyle we can conclude the following things
1. They are rich.
2. They conduct business meetings on their companies behalf.
3. They are time restricted.
4. They would provide feedback and would post reviews on social
media which would help in the overall marketing of the restaurant.

12. Situational Analysis :Strategic Plan
Now that we have seen who the targeted customers would be, it would
be best to derive a strategic plan to built itself a position in the current
market.
Some plans could be->
1. Collaborate with other companies. Offer companies special
reservations for meetings and give them a special status in the
hotel. This builds up brand loyalty and profits will be reaped by all
sides of the spectrum.(The restaurant, the company, and the third
party reservation platform)

13. Situational Analysis :Strategic Plan
2. A pre ordering system could be set up in the premium app which
would allow the diner to order a meal before reaching the venue and
would be served hot as soon as the diner reaches.

14. Situational Analysis :Strategic Plan
3. Diners would be asked to rate
the their experience through the
app. Diners would be post and
share their feedback through the
app. This would also profit the
restaurants as these reviews
would act as advertisements ,
which would be help them a
stronger customer base.

15. Situational Analysis :Company Overview
Book My Table does not just aim at building customer satisfaction but
tries to bond further. Aim of this third party hotel service app is to
building Customer Loyalty.
Typically, right after a customer has completed an interaction ,they’ll be
satisfied on a superficial level. You’ll have done your job and they’ll go
away with a positive experience. But will they return? Consumers these
days want, expect and deserve more. They are asking themselves ‘what
have you done for me lately?’ instead of ‘that transaction went so well,
I’m a customer for life’.

16. Goal :Building Customer Loyalty
A loyal customer is worth recurring revenue, while a satisfied
customer is worth maybe a staff’s pay packet for the day, if that.
Some steps ‘BookMyTable’ will take to build customer loyalty are-
1. Helping customers get quick service
2. This app would allow diners to get a seamless service as the
restaurant will know that you are coming and you would feel
like a regular even when you are visiting for the first time.

17. Strategy
Customer Value Proposition
A value proposition is a positioning
statement that explains what benefit
you provide for who and how you do it
uniquely well.
This quote by Michael Altshuler is the
perfect representative of what this app
plans to do –”Save Your Time”.
The app helps you check availability,
reserve your table, as well as pre order
your food through this app!

18. Collaborator Value Proposition
The collaborators for the enterprise would be all the restaurants providing
reservations and helping people pre order their food.
Restaurants would like to be a part of this system. The following are the
reasons->
Restaurants will be able to manage as the workload on the restaurants
concierge would be reduced. It would also give him a platform to book and
handle the tables.
These apps will help restaurants to come easily under the radar of people as
other restaurants may not come under the direct purview of people. This will
help strengthen the brand value of the restaurant.

19. Company Value Proposition
The app would act as a third party hotel service app. The company will
earn through each booking using the concept of internet handling
charges.
Buying the premium app using a charge of 499$ on a yearly basis would
make the customers loyal customers of the service.
Stakeholders worried about the growth need not as many more
restaurants would love to come under the radar of diners. That means
more collaborators, more growth!

20. Tactics
The product you buy using this app is more precious than any other
commodity. You are buying TIME and a EXPERIENCE together.
These two commodities are sold using this app.
Services which provide you with these products are
1. Reservation and table selection system
2. Pre ordering system

21. Brand
The name of the app is very easily recognizable as it is similar to the
name ‘BookMyShow’ which is also a third party seat reservation app,
but for seats at movie halls.
The service provided is self explanatory from the name itself.
The icon on the left shows
the brand logo.
It represents the two
products the app is selling
time and a wonderful
experience.

22. Price
The apps payment model can be divided into 2 parts-
1. Internet handling charges- This payment has to be made each time
you make a booking at a restaurant from the list of restaurants
provided. It is a small surcharge which keeps check on peoples
attendance at the restaurant.
2. On selecting the premium app, payment of 499$ has to be made at
the beginning of the year. Many more features such as pre ordering
and table ambience selection are available if this payment is made.

23. Communication
Seeing that the targeted segments consist of people who can afford a good
experience and know the value of time, social media might not be the
viable solution to spread the idea of the app.
Some effective communication techniques which can help reach the
targeted customers would be
1. Personally approach companies who usually conduct such business
meetings on a daily basis.

24. 3. A trial period for the premium app would be provided for one day,
which would familiarize the customer with the services provided by the
app.

25. 3. Advertisements showing the importance of time could be used lure
potential customers. Advertisements in newspapers could be used.
4. Billboards near office areas could help gain attention.

26. 5. Aside from traditional marketing techniques, push up notifications
on mobile phones keeping focus on a target customer will bring the
app in limelight more often.

27. Implementation
This app offers comfort to both, the customers and the restaurant. The
restaurant concierge will be given an administrative status through which
he can manage tables, food and billings.
The application is an intermediary between the diners and the restaurants.
People use this app to make reservations. This information would be sent
to the restaurant where the required steps will be taken.
The information will contain the customers names, his booked table and
may contain other demands. A useful database could be made from the
names of the diners to make their experience better every time they visit.
Special discounts and offerings would also be offered depending on
frequency and number of visits.

28. WITH BOOK MY TABLE

29. Disclaimer
Created by Chinmaya Lovekar from MIT Manipal under the guidance of
Professor Sameer Mathur, IIM Lucknow during a marketing internship.