This marketing plan proposes an app and delivery service for online grocery shopping. It aims to revolutionize traditional grocery buying by allowing customers to order groceries through a mobile app that will deliver the items to their doorstep within 90 minutes. This will save customers time spent visiting stores and dealing with traffic. The plan outlines competitors in metropolitan cities, opportunities in other untapped areas, and threats from local markets. It proposes positioning the service based on offering high quality products at prices below maximum retail price with fast delivery. An implementation timeline is provided covering market research, app development, and promotional activities before and after launch.

1. MARKETING
PLAN FOR AN
APP
ONLINE GROCERY

2. You have become digitalized in every
aspect of life.

3. Why still
stuck with
traditional
Grocery
Buying
Techniques.

4. Scared of Heavy Traffic
and time killed while
buying Groceries??

5. Its Time to
Move on!!

6. Download
our Android
App
GROCERY
AT YOUR
DOORSTEP

7. Executive summary
The current work is to revolutionize
traditional grocery buying methods by
providing groceries at doorstep, with
of an app, saving people from time killed
during visiting stores and other problems
associated with it.

8. SITUATION
 People still rely on traditional methods of visiting General stores and Marts for their regular needs.
 Customers spend lot of unwanted time in marts although they generally buy their specific products only.
 They are often met with heavy traffic and other problems associated with transportation of goods from
stores to their homes.
 General store retailers sell their product at maximum prices and sometimes also met with poor quality.

10. Company Overview
Company aims to provide groceries(daily needs use) at the
doorstep.
The item listings can be done through our efficacious app.
Company would operate through a store and a corresponding
office in each city.
It would deliver the goods within 90 minutes of its listings as it
would operate from office in same city/town.
It aims to provide 100% products at price below M.R.P. with
discount varying according to
season and sale.

11. Competitors :

12. Opportunities:
These markets only operates in metropolitan cities ,so other cities remain
unexplored providing opportunities.
Threats:
Threats imposed from local markets and stores.
Weakness:
People’s reluctance to use app and list groceries
Acquainted to traditional methods.

13. Target Customers
Company targets at every
individual in cities/towns
catering to their needs.

15. COMPANY GOAL
Company aims to establish itself as a market place which
offers best value proposition in a particular city/town.

16. MARKETING GOAL
It aims to establish its brand image by developing
loyalty and trust of consumers, thereby achieving
company’s goals.

18.  Offering 100% product at price less than M.R.P.
 Discount offered at season sales and gross shopping.
 Fast delivery and quality product, thus building trust and loyalty to brand.
 Reducing supply chain from
to
Thus offering value to
customers.
Wholesaler Retailer Customer
Wholesale Customer

19. POSITIONING STRATEGY
Points of Parity(POP):
• Provides goods and
services.
• Online shopping.
• Provides delivery with
online purchase.
Points of Difference(POD):
• Product of high quality at
low price.
• Fastest delivery.

21. PRODUCT CHARACTERISTICS(1/7)
Product of high quality.
Product at low price than competitors offering value.

22. SERVICES(2/7)
 User friendly shopping through an app.
 Free door to door delivery.*
*T&C applied

23. App Introduction(3/7)
App: Grocery Home
TAG LINE: Grocery at your doorstep.

24. Price(4/7)
Product Price:
Price of product less than competitors.
App Price
App can be downloaded for free.

25. Program Incentives(5/7)
 Incentives offered at referral of app through unique
referral code for each individual.
 Incentives offered at first shopping through the app.

26. App available at following platforms(6/7)
Google play Store-for android.
App store-iphone.
Windows Store.

27. Promotions(7/7)
Promotion through local newspaper and other
print media.
Promotions through Social media.
Distribution and promotion of app by offering
incentives at referral.

28. Implementation

29. Infrastructure(1/3)
 Company would be operated through an office in each
city and corresponding store associated with it.
 It would also be divided into sub groups. These groups
would deal with different aspect of Company like
sales,marketing,branding etc.

30. processes
App development
Total time- 6 weeks

32. IMPLEMENTATION SCHEDULE
OBJECTIVE TIME
MARKET RESEARCH 1 MONTH
FINDING INVESTORS,
COMMUNICATION
PARTNERS
3 WEEKS
APP DEVELOPMENT 6 WEEKS
PRE LAUNCH PROMOTIONS 3 WEEKS(INCL. DURING
DEVELOPMENT OF APP)
LAUNCH OF APP
POST LAUNCH FEEDBACK
ANALYSIS

33. To look back...
Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation

35. Disclaimer
Created by Prashant
Kumar Ojha,
IIT BHU(Varanasi) during
a Summer Internship
under Prof. SAMEER
MATHUR, Marketing
Professor at IIM
Lucknow.