IMKG Presentation
-
Upload
pankaj-goenka -
Category
Documents
-
view
227 -
download
0
Transcript of IMKG Presentation
-
8/17/2019 IMKG Presentation
1/19
A MIDNIGHT FOO
DELIVERY SERVIC
IN PUNE
By Group 1 | SectoG1"#$% A!&u B'(uG1"#%) *u+'r Ut,G1"#.$ P'!/'& *uGoe!/'G1"1#% S'+u0r' MG1"11. V-e/ R'
-
8/17/2019 IMKG Presentation
2/19
B'c/2rou!0
3't , N2t Foo0e4
■ All Night (10 PM to 3 AM) Freshly cooked food delivery service in
■ Order via e!site and get food delivered "ithin #0 $inutes
3y Pu!e4
■ %ducation& ' Manufacturing *u! "ith +,- .o.ulation under a
■ +0- of the total .o.ulation is ur!an
■ A /uick sto.over for "eekend holidays
■ arge .ro.ortion of 'ndividuals staying alone a"ay fro$ Fa$ily
-
8/17/2019 IMKG Presentation
3/19
Te ,e2+e!t'to! 5', 0o!e (',e0 o! 6o77o5!2 89
■ De+o2r'pc,2 62% under age of 30, literacy > 86%, large proportion of young working professio
students, dual income families
■ L6e,ty7e2 Fast paced, need quick solutions, work hard party harder, self motiated professio
■ I!co+e2 !igh disposa"le income
■ Be'-or2 #nstant decision makers, early adopters
Se2+e!t'to!
-
8/17/2019 IMKG Presentation
4/19
■ N2t S6t E+p7oyee,
■ Mo-e (u:,
■ P'rty A!+'7,
■ L'te !2t ,port, -e5er,
■ Du'7 I!co+e F'+7e,
■ Stu0e!t, ;B'ce7or,<
T'r2et cu,to+er
-
8/17/2019 IMKG Presentation
5/19
Buyer Per,o!',
N2t S6t E+p7oyee,
B'c/2rou!0 hese are the .eo.le "ho "ork in the call centres& ' industry etc 'n theirit is di4cult to 5nd the .lace and ti$e to gra! a /uick snack or $eal
De+o2r'pc, Peo.le of all "orking age grou.s and seniority levels 'nco$e level "ill !e
I0e!t=er, Professionals "ho have a !usy schedule
Go'7, 6onvenient and /uick delivery
C'77e!2e, o convince the$ that they "ill get fast and assured service at their o4cethey "ill not !e distur!ed so $any ti$es for rechecking orders and 5ndin
3't c'! 5e 0o
%$.hasi7e on /uick delivery 8ra!!ing the tasty food in !et"een the cho
refreshing and energi7ing that hel.s the$ to kee. going ide range of oca9einated drinks
Re'7 >uote,:' don;t have enough ti$e to go to the canteen and get a $eal ' a$ realltired of this canteen food everyday 6an ' have $ore o.tions
E7e-'tor ptc:Are you running out of ti$e to gra! your $eal "hile rushing for that i$.
.resentation?$eeting< e are here to serve you fresh hot food to hel. yo
-
8/17/2019 IMKG Presentation
6/19
Buyer Per,o!',
L'te N2t Sport, Ve5er,
B'c/2rou!0
hese are dedicated s.orts fans "ho stay u. late to catch u. on eventsMay include seasonal "atchers during orld 6u.?Oly$.ics?'nternational
during $idnight of 'ndian ti$e
De+o2r'pc, @oung to $iddle aged& $ostly cor.orate .rofessionals or high school co
I0e!t=er, =.orts fanatics
Go'7, *ot& tasty food "hile "atching late night foot!all?cricket $atches
C'77e!2e, o convince the target that our o9ering is !etter than chi.s and other .ro
3't c'! 5e 0o %$.hasi7e healthy alternatives to chi.s and cold drinks
Re'7 >uote,:' "ant to "atch late night s.orting events "hile $unching on so$ethinghealthy:
Co++o! o(&ecto!,Not "illing to "ait for foodPackaged snacks are $ore convenient
M'r/et!2 Me,,'2e *assle free and s.eedy delivery of healthy food
E7e-'tor ptc :No" healthy food is ust a fe" $inutes and a .hone call a"ay even at $
-
8/17/2019 IMKG Presentation
7/19
Buyer Per,o!',
P'rty A!+'7,
B'c/2rou!0 Peo.le "ho like to enoy $idnight .arties often held "ithout any .rior .re
De+o2r'pc, 6ollege students and young .rofessionals
I0e!t=er,6ollege goers undergraduate or .ostgraduate @oung un$arried cor.ora"ith "hite collar o!s
Go'7, Buick delivery of tasty food ide variety of choices
C'77e!2e, o convince the$ that "e can delivery tasty food /uickly "hich is !etter tand .ackages snacks
3't c'! 5e 0o
%$.hasi7e s.eed of delivery%$.hasi7e the "ide variety of o9erings "hich goes $uch !eyond chi.s& c"hich are co$$on .arty regulars
Re'7 >uote, :' organi7e ad hoc .arties and a$ often at a loss on ho" to organ7e food
Co++o! o(&ecto!,May take long to deliverhy don;t ' si$.ly have .ackages snacks
M'r/et!2 Me,,'2e 8o !eyond cashe" nuts and kurkure for your .arties
E7e-'tor ptc:No $atter ho" late your .arty goes& "e have a "ide o9ering of freshly cfor you:
-
8/17/2019 IMKG Presentation
8/19
Buyer Per,o!',
Mo-e Bu:,
B'c/2rou!0 hese are .eo.le "ho stay late and are addicted to their television or are(Al$ost si$ilar in .ro5le to late night s.orts vie"ers sans the health cons
De+o2r'pc, eens to $iddle aged individuals of all inco$e levels
I0e!t=er, 6ouch .otatoes slightly on the heavier side of !uild
Go'7, asty food and snacking o.tion
C'77e!2e, o convince the$ that they have a "ide !ut easy $enu to choose fro$ 6other seg$ents& this seg$ent is relatively less challenging
3't c'! 5e 0o %$.hasi7e on snacking o.tion and tasty $eals
Re'7 >uote,
:' love $ovies?C sho"s> ' a$ a night o"l and ' slee. on $y couch At thenight "hen ' get hungry& it is frustrating not to 5nd anything interesting inrefrigerator:
Co++o! o(&ecto!, Ordered food $ay not !e tasty
M'r/et!2 Me,,'2e %noy your $ovies all night> e serve $ore than ust .o.corns
E7e-'tor ptc:Feeling hungry at the $iddle of the night< Not kno"ing "here to 5nd tas
are here to hel.> 6hoose your favorite dish and get a .ack of .o.corns?fri
-
8/17/2019 IMKG Presentation
9/19
Buyer Per,o!',
Du'7 I!co+e F'+7e,
B'c/2rou!0
Mostly young cou.les and fa$ilies that have children As !oth father and "orking and $ay co$e ho$e late& they need a healthy food o.tion "hen
ti$e to cook
De+o2r'pc, Peo.le of all age grou.s D..er $iddle class
I0e!t=er, hose "ho has ust shifted to the city and .arents "ho "ork late
Go'7, *ealthy "holeso$e $eals and a "ell!ehaved delivery .erson
C'77e!2e, o convince the target grou. that they can get healthy and fresh food thaor as good as ho$e cooked food
3't c'! 5e 0o %$.hasi7e on the /uality and freshness of the food
Re'7 >uote,:' a$ too tired to cook today and $y fa$ily is hungry ' a$ not a fan of fareally don;t trust the delivery .eo.le "ho co$e at the $iddle of the night
Co++o! o(&ecto!,Fast food "hich is not healthy 6annot trust the .eo.le "ho are out for de$idnight
M'r/et!2 Me,,'2e *ealthy food at your doorste.& any ti$e of the day
E7e-'tor ptc:Not feeling like cooking at ho$e today after a long day in o4ce< Our tas
$enu "ill ensure that "e "ill kee. your fa$ily ha..y>:
-
8/17/2019 IMKG Presentation
10/19
Buyer Per,o!',
B'ce7or,
B'c/2rou!0
Professionals or students living alone or "ith friends =taying late and hanfriends is al$ost an everyday thing and the de$and for $idnight delivery
during the "eekends ive life on the edge
De+o2r'pc, @oung un$arried .eo.le =teady inco$e $ay or $ay not !e there
I0e!t=er, Peo.le staying in studio a.art$ents and in hostels
Go'7, Buick and tasty food
C'77e!2e, o convince the$ that they "ill get lots of o.tions to choose fro$ and thaenough even if it is an everyday thing
3't c'! 5e 0o %$.hasi7e on the convenience in giving orders& /uick delivery and tasty f
Re'7 >uote,:' have ust co$e !ack ho$e and sur.risingly& a fe" friends have also dro"ill ' get tasty food at this unearthly hour< ' a$ also concerned a!out the
Co++o! o(&ecto!,Food is not tasty and not $uch choice to choose fro$ 6oncern a!out thei$.lications if ordering fre/uently
M'r/et!2 Me,,'2e ,#?E /uick food delivery and a vast $enu to choose fro$
E7e-'tor ptc:e are there ,#?E at your service 6hoose fro$ our "ide range of $outh
in loyalty .oints and get discounts on your net .urchase:
-
8/17/2019 IMKG Presentation
11/19
Buyer Per,o!',
Du'7 I!co+e F'+7e,
B'c/2rou!0
Mostly young cou.les and fa$ilies that have children As !oth father and "orking and $ay co$e ho$e late& they need a healthy food o.tion "hen
ti$e to cook
De+o2r'pc, Peo.le of all age grou.s D..er $iddle class
I0e!t=er, hose "ho has ust shifted to the city and .arents "ho "ork late
Go'7, *ealthy "holeso$e $eals and a "ell!ehaved delivery .erson
C'77e!2e, o convince the target grou. that they can get healthy and fresh food thaor as good as ho$e cooked food
3't c'! 5e 0o %$.hasi7e on the /uality and freshness of the food
Re'7 >uote,:' a$ too tired to cook today and $y fa$ily is hungry ' a$ not a fan of fareally don;t trust the delivery .eo.le "ho co$e at the $iddle of the night
Co++o! o(&ecto!,Fast food "hich is not healthy 6annot trust the .eo.le "ho are out for de$idnight
M'r/et!2 Me,,'2e *ealthy food at your doorste.& any ti$e of the day
E7e-'tor ptc:Not feeling like cooking at ho$e today after a long day in o4ce< Our tas
$enu "ill ensure that "e "ill kee. your fa$ily ha..y>:
-
8/17/2019 IMKG Presentation
12/19
Core V'7ue Prepo,to!,
Po,to!!2
-
8/17/2019 IMKG Presentation
13/19
Cu,to+er Se2+e!t V'7ue Prepo,to!
Night shift e$.loyees Buick delivery
6onvenience
Gual inco$e fa$ilies
Freshly cooked $eal
rust
aste
HachelorsFreshly cooked $eal
6onvenience
Party ani$als
Buick delivery
asteCariety
Buantity availa!ility
*ealth conscious .eo.leFresh food
ess calories
=.orts a5cionados
Movie !u9s6onvenience
Cu,to+er Se2+e!t ,pec=c 9 V'7ue Prepo,t
-
8/17/2019 IMKG Presentation
14/19
■ he co$$unication o!ective for various channels "ill !e to drivcusto$ers to $ain cor.orate "e!site
■ e!site "ill !e e.icentre of all transactions
M'r/et!2 Co++u!c'to! O(&ect-e
E9MAR*PLAN
Go'7, Actor, Sp'ce, Acto!,Outco+e,
Facilitate.urchasetransaction&Provideinfor$ation
6o$.any&6onsu$ers&Pay$entgate"ay
Main cor.orate"e!site
8ive consu$ers asea$less& "elldesigned infor$ative "e!site"here they areco$forta!le totransact
=ales
Corpor'te 3e(,te
Velocity - To be determined by product mix and business requirements
Tone - Professional
Structure - Easily navigable website with breadcrumbs etc navigational aids and pict
facilitate decision making
-
8/17/2019 IMKG Presentation
15/19
M'r/et!2 Co++u!c'to! O(&ect-e
Goals Actors Spaces Actions Outcomes
Drive customersto main corporatewebsite
Company!eviewersConsumers
"log
#ive a human face to
the brand to increase$bu%%& around thebrand talk about thebrand's evolution
"randvisibilitybu%%
B7o2
VeonTo6oStto .o
Go'7, Actor, Sp'ce, Acto!,Outco+e,
%ngage$enttool "ith .ro.ertarget
6o$.any&6onsu$ers&Pune !asedsocial $ediafanatics
Face!ook .age&"alls of fans
8arner likes& drivetra4c to $ain"e!site
'ncreased"e!sitetra4c
F'ce(oo/ P'2e VeonToSt
cainti$
Go'7, Actor, Sp'ce, Acto!, Outco+e,
=hort regularu.dates&announce
co$.etitions
6o$.any&6onsu$ers
"eetsand
ret"eets
Jet"eets& clickthrough to face!ook
.age?$ain "e!site
'ncreasedface!ook .ageand "e!site
tra4c
T5tterVeonToSt
=tacha
-
8/17/2019 IMKG Presentation
16/19
M'r/et!2 Co++u!c'to! O(&ect-e
Go'7, Actor, Sp'ce, Acto!,Outco+e,
Attract venture
ca.italists&investors&candidates
6o$.any&
'nvestors&6andidates forrecruit$ent
inked'N& 'nMail
Provide co$.any
data& attractinvestors& attract.otential recruits
L!/e0I!
Ve!ure
ToPr
Stto .r.a
Goals Actors Spaces Actions Outcomes
(iewing andsharing videos
Companyviewers
)outube portal *hare videos
"randawarenessviralmarketing
Youtu(eVe
onToStcainti$
-
8/17/2019 IMKG Presentation
17/19
3c C'!!e7 6or 5c Per,o!'4
CHANNEL
OB?ECTIVE
N21tS16t
E+p7oyee,
Du'7I!co+e
F'+7e,B'c1e7or,
L'teN21tSport,
Ve5er,
He'7t1co!,cou,
peop7eP'rty'!
3e(,te
B7o2 (o educate
custo$ers
%F.lainofferings in
details& alleviate
safetyconcerns
Act asa gate"ayto
the!rand
*ighlight culinary
.roductrange
%F.lain cooking
.roceduresand
ingredients
8ive ti.s
to organ
.arties
F'ce(oo/ =torytelling Huild!rand affinity O..ortunityto
connect "ith !rand Kee.engaged
6o$$unity
creation0 focuson
health
6o$$u
creation
lovers
T5tter Jegular re$inders ("eets !efore
dinner ti$e 'nfor$a!out contests
Je$indto order
snacksfor u.co$ing
events
*ighlight latest
health related
issues
("eets
announc
discount
"eekend
L!/e0IN
Youtu(e
Cideosof si$ilar
.ersonas !eing
!enefitted
Jeassure .anicky
custo$ers!y
sho"ing
.rofessional
delivery$en
Cideoshighlighting
convenience
=urge in video
releases!efore $aor
s.ortingevents
Cideoshighlighting
healthycooking
.ractices
Cideos s
ha..eni
=a$e o!ective acrossall .ersonas 0 to faciilitateordering
Only for investorsand talent ac/uisition
Gegreeof 6olor
*igh
Moderate
1o"
Gata
-
8/17/2019 IMKG Presentation
18/19
ttp8@@21"#%)5co+@!2t6oo0e
http://g15087.wix.com/nightfoodiehttp://g15087.wix.com/nightfoodiehttp://g15087.wix.com/nightfoodiehttp://g15087.wix.com/nightfoodie
-
8/17/2019 IMKG Presentation
19/19