MARKETING PLAN FOR AN

APP

ONLINE GROCERY

You have become digitalized in every aspect of life.

Why still stuck

with traditional Grocery Buying

Techniques.

Scared of Heavy Traffic and time

killed while buying Groceries??

Its Time to

Move on!!

Download our

Android App

GROCERY AT YOUR DOORSTE

P

Executive summary

The current work is to revolutionize traditional grocery buying methods by providing groceries at doorstep, with help of an app, saving people

from time killed during visiting stores and other problems

associated with it.

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.

Company OverviewCompany 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.

Competitors :

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 groceriesAcquainted to traditional methods.

Target Customers

Company targets at everyindividual in cities/towns catering to their needs.

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

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

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

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.

PRODUCT CHARACTERISTICS(1/7)

Product of high quality.

Product at low price than competitors offering value.

SERVICES(2/7)

User friendly shopping through an app.

Free door to door delivery.*

*T&C applied

App Introduction(3/7)

App: Grocery Home

TAG LINE: Grocery at your doorstep.

Price(4/7)

Product Price:Price of product less than competitors.

App PriceApp can be downloaded for free.

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.

App available at following platforms(6/7)

Google play Store-for android.

App store-iphone.

Windows Store.

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.

Implementation

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.

processes App development

Total time- 6 weeks

IMPLEMENTATION SCHEDULEOBJECTIVE TIME

MARKET RESEARCH 1 MONTHFINDING INVESTORS,

COMMUNICATION PARTNERS

3 WEEKS

APP DEVELOPMENT 6 WEEKSPRE LAUNCH PROMOTIONS

3 WEEKS(INCL. DURING

DEVELOPMENT OF APP)

LAUNCH OF APPPOST LAUNCH

FEEDBACK ANALYSIS

To look back...Executive SummarySituation AnalysisGoalStrategyTactics Implementation

Disclaimer

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