Final Marketing Intern presentation under the Guidance of Prof. Sameer Mathur, IIM- Lucknow

1. Marketing Plan for Mobile App
“JAWARI KITHCHEN”
(Authentic Homemade food)

3. Online Food Delivery
Online food ordering is
a process of ordering
food from a local
restaurant or food
cooperative through a
webpage or apps.

4. Users

5. According to report Indian
Online Food Delivery Industry
grew 150% in 2016

7. “JAWARI KITHCHEN”
“JAWARI” in Kannada stands for Original;
Chemical free; organic food; simply to say in
Hindi as Desi.
“JAWARI KITHCEN” promises healthy, affordable food from
home chefs, best Home-cooked restaurant finder app to
search for and discover restaurants nearby your vicinity and
food delivery service at your doorstep.

11. Company Overview:
 This app addresses the needs of those customers who
prefer healthy food over junk food by ordering online.
 The app provides a platform to independent sellers as
well, enabling them to earn through their culinary skills.
Tag Line: 100% Home-made.

13. Market Overview:
Growing health consciousness over the review period continued to
drive demand for Healthy food and beverages in India. In recent
years consumers have increasingly opted for naturally healthy
packaged foods and beverages as these are perceived as offering
essential natural nourishment without the higher unit prices
associated with fortified/functional, organic or better for you
products, or the artificial ingredients.

14. Threats:
 Multiple flaws in culture and processes at online food-ordering start-up.
 Need to acquire restaurants, manage menus, deploy an app, acquire
Customers, and handle the same Complex Operations to win against your
Competitors.

15. Target Customers

16. Our Target Customers:
This app certainly
offers personalized
meal plans for
Bachelor’s and
Spinster’s who really
miss their home
food.
Looks like
Boys are
excited to
experience
our Service

17. It also focuses on
providing home-
cooked meals to
the Employees
who are boredom
of eating food in
their office
Canteens.
Corporate World

18. Goals

19.  The main focus of app is to let people cook meals inside their homes and sell
them to neighbors, aims to legalize the sales of prepared meals and other food
from small-scale, home kitchen operations.
 “JAWARI KITHCHEN” focus and vision on Women Entrepreneurs who are
passionate about Cooking.
 The startup has plans to grow within Bengaluru initially and later targeting its
expansion pan India.
 It aims to generate around 10,000 users in one month and around 1,00,000
users in one year. And to achieve 25,000 users using premium version and
75,000 using free version at the end of 1 year.

20. Collaborators

21. Collaborators
 Homemade-food restaurants
and other major restaurants
who ensures food Quality.
 For Payment purpose Paytm,
PayUMoney and other wallet
apps
 Social Media and CRM
 Advertising Agencies

22. Competitors

24.  Software section of the company is focused to build
and improve apps to include new and additional
features
 Marketing section of the company is focused to
promote app through social media and networking
websites

25. Points of Parity

26.  The unique feature of this app is that it also helps set up a
“Home Shoppe”, which goes well beyond food orders and
delivery.
 This app simply connects cooks and foodies via chat.

27. Points of Difference

28.  It is a mobile based food aggregator that provides authentic home-cooked
meals. This app also ensure the uses of Vegetables and spices that are free
of Chemicals and Pesticides.
 This app actually fulfills its claim of home-cooked meals as the startup
has enrolled housewives on their platform as chef’s, who are passionate
about cooking.
 On the other hand it empowers women by creating an income resource
for them.

29.  The requirement of a service which not only serves healthy and
hygienic home cooked food but also delivers it to the customer
making it convenient for the customers is the main problem it is
catering to.
 Our delivery executives work around the clock to deliver food at your
doorstep in the fastest possible time.

30. “JAWARI KITCHEN”
Online Food Ordering process

33. It benefits by allowing the consumers to order quality home
cooked meals to their homes! These services are growing rapidly as
we find ourselves with less and less free time
This app network will unlock the talent and culinary potential of
millions of homemakers and help them reach out to the taste buds
of millions of Indians, who are on the move.

34. TACTICS

35. App Features

36.  On the user side, customers can log on to the app and select their food
preferences from among six options: healthy, sweet, vegan, homey, ethnic,
or munchy.
 This app provides you with convenient way to place order online and settles
the payment to Home chef’s.
 It focuses to provide platform for the Woman Entrepreneurs, has also led to
them understanding the traditional recipes and savouries.
 “JAWARI KITHCEN” coupons provides exciting offers and discounts.
App Features:

38. Premium version Features:
 Free 24*7 delivery service for prime user
 Tender coconut water is considered as health drink, all the Premium
subscribed users will be availed with Tender coconut with order of
minimum price booked.

40. Steps followed in setting up the prices:

41. Step 1: Defining Pricing objectives and Analyzing Market Characteristics
Step 2: Calculating Costs and estimating the value of the Incentives
Step 3: Establishing Target Price and Ascertaining Export
Feasibility

42.  Yearly subscription at $5/Year
 Yearly subscription is kept $5 so as to encourage people to use
premium version of the app.
 Our first target will be to increase consumer base and the when
the app has gained popularity and people have become habitual
in using it , prices can slightly increased.
Pricing and Incentives

43. Promotions

44. Social Marketing

45. Video Promoting

46. Traditional Media

49. THIS APP IS DISTRIBUTED USING GOOGLE PLAY STORE

50. Implementation

52.  Software development team- Team of 10 software engineers will be
responsible for developing & Updating App with new features.
 Marketing Team - Team of 5 marketing managers will do market analysis,
analyzing consumer behavior & its competitors.
 Operation Team – Team of 10 members should make sure that operation is
running efficiency & check if any changes should be made to make it more
efficient.
 Finance Team - Team of 4 finance managers should make plan of how much
money has to be invested for different activities of Company.

53. Schedule

54. Marketing plan outline period

56. This presentation is created by Prashant P K, BMSIT, Bangalore as a final project during a
marketing internship under Prof. Sameer Marthur , IIM Lucknow.
Disclaimer