Marketing plan for an android application

1. Bukkad

3. Bukkad provides people,
the facility to order food
from different
restaurants/food
franchises which are at
much greater distance
from college campuses.

4. Order in a particular frame
of time
Orders stored and
processed
Delivered in particular time
frame

5. Our challenge as a new
company is to quickly
establish a reputation for
such quality amongst our
potential markets

6. Situation
Analysis

8. Strengths

9. Quick Delivery
Easy to use
Best Customer Support
Trained employees
Subscription option-
Discounts provided

10. Weakness

11. Price differences in menu
and app prices
Delivery charges in few
areas
Orders are only available
from the franchises
/restaurants that are
available in that particular
zone.

12. Opportunities

13. Provide effective and better
service for isolated colleges
Cost effective
Good Quality food
Has less competition as it
mainly targets the isolated
college campuses

15. Huge competition in online
business may result in other
startup companies with.
Increasing health conscious

17. Students
Professors/Lectures
Other Staff

18. Goals

19. Become one of the top 10 food
suppliers in this industry Expand
to at least 8 cities in the coming
one year.
Expand to at least 8 cities in the
coming one year.
Increase Brand awareness thru
different channels (Digital
Marketing, Offline marketing)

20. Increase the Market share
by 10% Y-o-Y.
Maintain a customer service
feedback rating >8 out of 10
Maintain on-time delivery
of the service with <2% of
time frame deviation

21. Factor Self
Assessment
Strengths Weakness Swiggy Food
Panda
Importance
to Customer
Services 4 5 2 4 4 5
Price 4 4 2 3 3 4
Quality 4 5 1 4 4 5
Selection 2 3 2 4 3 5
Reliability 4 5 2 4 4 5
Stability 4 4 3 3 3 4
Timeliness 4 5 2 4 4 5
Ease of use 5 4 2 3 4 4
Features 4 5 3 4 4 5
Location 5 4 2 3 4 4
Payment
methods
4 5 2 4 4 5
Image 4 4 3 3 3 4
Rate on scale of 1 – 5. 1: Low; 5: High

23. Our business value
proposition is to make food
available right onto the
doorsteps of the people
living on the outskirts of a
town or in an isolated area.

24. Value Proposition
A single window for
ordering
Quick delivery
Responsive customer care
No delivery charges if
order exceeds Rs.200

25. Visit the Application and initiate
an order
Employee make a note of all orders
Visit the repective
restaurents/franchise
Collect the Food items
Delivers in a particular time frame

26. Competitors
Swiggy
Food Panda
Zomato
Customers
Students
Professors
Other Staff
Collaborators
Local Area
Restaurants,
Nearby
Franchise like
Mc Donalds,
KFC,
Dominos……

27. (Order)
(note your order)
(Delivery)
(Dispatch)

28. Positioning
PODS:
1. Different Business Model
2.Quick delivery time
3.Cash on delivery available
4.Different payment modes
are accepted

29. POPS:
1.Similar service exist
2.Branding techniques

31. Product
Food delivery app
hassle free
quick delivery.

32. Service
Delivers the food to the
isolated campuses from the
restaurants and franchises
that are listed in the app.
Cash on delivery.

33. Brand
Well the word “Bukkad”
means hungry person. It
indicates that we deliver hot
and healthy food to a
hungry person.
Slogan: “Time to smash
hunger!!!”

34. Price
Delivery charges are will be
applicable on the orders which
cost below 200. The delivery
charge will be Rs.50. Orders which
cost more than 200 are provided
with free delivery. The people who
subscribe monthly are also free
from delivery charges.

35. Incentives
The person who subscribes
monthly will get a coupon
with which he can get juice
free for weekends. Persons
whose orders cross 400 will
get a cash back of Rs.50 in
their paytm wallet.

36. Communication &
Distribution
Paid (PPC) Marketing
Email Marketing
Social Media Promotion (SMO)
Video Promo
SMS Marketing

37. Offline Marketing:
- Distribute Templates at
targeted Market Place.
- Use Banners/Hoardings.
- News Paper Big Ads on First
Page/Back Page with UVP.
- Use Leaflet/Flyer (pamphlet)
Marketing into Daily
Newspaper.

38. Implementation:
Infrastructure:
An order must be placed by
the customer through the
application in the given time
frame (7am – 3pm).
The order will be directed
and noted by our employee.

39. All the orders are noted in a list and
employees will go to the particular
restaurant/franchise and pick up the
food items.
 They will be delivered by (5pm) in
the campuses.
Customer feedback is taken time to
time.
360 degree appraisal system for the
employee.

40. The communication channel will be
established by last week of august 2017.
The technology team is already checking
for any bugs are present in application.
The product management team will start
working on the allotted project by august
2nd week.
HR team will conduct interviews in the
coming days. The marketing plan will be
executed completed by the end of the
financial year.

42. Company’s Performance
Metric
Performance Evaluation
Become one of the top 10 food
suppliers in this industry
 Ensure the service levels are superior compared to
other competitors in the market
 Alliances with the top food chains in the market
Expand to at least 8 cities in the
coming one year.
 Market analysis of the potential cities suitable for
the business
 Work with financial institutes to get the loans for
expansion
Increase Brand awareness thru
different channels (Digital
Marketing, Offline marketing)
 Advertising thru PPC, Video promotion, Social
networking, Offline marketing

43. Increase the Market share by 10%
Y-o-Y
 Monthly performance analysis on the market
share and factors impacting the same
 Action plan to address the weakness and
negative factors.
Maintain a customer service
feedback rating >8 out of 10
 Obtaining the customer feedback for all the
orders and analyzing the feedback
 Addressing the concerns for all the ratings below
8 rating and communication to customers
Maintain on-time delivery of the
service with <2% of time frame
deviation
 Sign the service level agreements with the
transport agents on the commitments

44. Environmental Factors
affecting the company
Process to improve
Changes in food franchises
availability & ways of working
Review the agreements with food franchises time to
time and have the backup list in case of any changes
to be made
Weather and dependencies on
transportation systems
Prior communication to the customers and taking
the orders as per the impact
Possible attrition in the agents
could lead to delays in the service
Have agreements with the man power agencies and
availability of the additional pool as backup in case of
such situations
Changes in the rates and taxation
could impact the margins
Communication to the customers providing the
justification on the rate revision and the factors
impacting the rate revision

45. Disclaimer
Created by Chittoori Meha,
NIIT University, Rajasthan,
during an internship under
Prof. Sameer Mathur, IIM
Lucknow