Marketing plan presentation for healthalicious mobile app

1. MARKETING PLAN

2. To eat is a necessity but to eat intelligently is an
art

3. MARKETING PLAN
Situation AnalysisExecutive Summary
Goal Strategy
ImplementationTactics

4. EXECUTIVE SUMMARY`
• With India's economy projected to record strong growth in
the years to come, the Indian consumer is expected to be
endowed with increased spending capacity.
• With rising income levels, discretionary spending is likely to
increase. Eating out is one such form of discretionary
expenditure.
• In India, the total retail market for fitness category is
valued at 4,579Cr, growing at 16-18 percent.
• Around more than 40% of those who go to Gym want to
follow healthy diet. But, are not able to because of busy
schedule and not able to prepare meals by themselves.
• Around 2.8 million students are studying bachelor’s level of
education and higher.
• More than 20% of them stay in hostels and PG. There is
always a common complaint amongst these that they are
tired of eating hostel food/junk food as they miss home
food and also for the reason that outside food is not
healthy if eaten everyday.
• Healthalicious aims to target these market primarily along
with usual ones.

6. What is Healthalicious?
• Healthalicious is the best way to search for and order
healthy and tasty food from special customized menu
• It's a easy-to-use food ordering app that lets you explore the
varieties of food options
• You can also customize your meals for delivery, with many
other options to choose from
• Students who miss home food can order from our special
category “Lunch Box” for ghar ka khaana experience.
• The Healthalicious Premium app with an easy-to-use
interface and powerful features, helps consumers get the
most out of the options listed. You can consult
dieticians/nutritionists and those who go to gym(the ones
with whom we have tie up) can get their meal planned from
the list of our trainers.

7. SITUATION ANALYSIS
• OVERVIEW OF COMPANY AND
MARKET
• TARGET CONSUMERS

8. Customer Segmentation
Consumer Segment:
1. Demographic:
• Age : 16-45
• Gender : Male and Female
• Income : Middle, Upper Middle and High Class
2. Geographic:
• Cities : Class I, II Cities & Metro Cities
3. Psychographic:
• Lifestyle : Culture, Students in hostels/PG, Fitness
• Food : Vegetarian and Non-Vegetarian

9. TARGET PERSONAS
• STUDENTS
• FAMILY
• FITNESS/HEALTH CONCIOUS PEOPLE
• WORKING PROFESSIONALS

10. Goal

11. Goal
AUG
2017
NOV
2017
FEB
2018
• More than 15 healthy options from every
cuisine
• More than 20 orders everyday for post-
workout meals from the gyms we have tied
up with
• Provide service in more than 10
destinations(Ex: more than 10 areas in
Bangalore)
750+ USERS
• Tie-up with at least 50% of the gyms in
the areas we serve.
• “Lunch Box” should be familiar
amongst students
• Tie-up with PGs to provide its guests
food
350+ USERS
APP LAUNCH

12. Set up in Major metro cities
5000+ USERS
• Provide service in complete South and
North Bangalore
1st Fiscal Year
1000+ USERS
AUG
2019
AUG
2018
JUN
2018

13. STRATEGY
• TARGET MARKET
• VALUE PROPOSITION

14. ValueValue
ValueValue
Context
Collaborator
s
Customers
Competitors
Company
Value
Value
Target Market Analysis
(6-V Framework)
Customer
value
Collaborator
value
Company
value
OVP
Value-Proposition Model
(3-V Principle)

15. TARGET MARKETS

16. CONSUMER NEEDS/WANTS
 Friends’ reunion or a family gathering – Browse through
the options in our app and upon deciding your order, we
will customize it to a larger quantity. Premium users can
avail our help to design the order for them as per their
event.
 Teenagers and students living in hostels - Ghar ka khaana
experience with fastest delivery.
 Fitness/workout/health conscious customers - the
restaurant guides them in ordering food as per their diet/
as per our dieticians/nutritionists suggestion.
 Healthalicious is the answer for every question for eating
out healthily with great taste.

17. Collaborators
Dieticians
Nutritionists
Gyms and
trainers
Consultancy
Data
Providers
Cooks
Healthalicious

18. Competitors
Healthalicious is dominated by its bigger competitors Faasos, Fresh Menu in
following segments:

19. Closest Competitor
• Featured and user friendly website
• mobile app
• Focusing on digital marketing channels for potential customers
• Always had on focus on tech, it was probably the first company in India to start taking orders on
Twitter.
• They have around 1 million downloads
• The company has had around 120Cr revenue in the year 2016 and expect more growth

20. Points of Parity(PoPs)
Online Food Delivery
Fully organized menu

21. Points of Differences(PoDs)
Helps students staying away from have
“Ghar Ka Khaana” experience .
Split The Bill Concept:
Individual Bills and pay only for
what you order.
Personalized Experience:
Group Check in discounts for regular
customers and consultations from
Panel of expert dieticians and
nutritionists
Having its own food delivery
system, Healthalicious guarantees
faster delivery.
Cashless Payments:
Pay via Healthalicious Mobile Wallet and
get discount from restaurant owners.

22. TACTICS
• PRODUCT
• SERVICE
• BRAND
• PRICE
• DISCOUNTS
• COMMUNICATION

23. TACTICS
Product
Service
Brand
Price
DISCOUNTS
Communication
Distribution

24. PRODUCT

25. Free Features
Group Check in discounts for
regular customers and
consultations from our expert
dieticians/nutritionists
Personalized Experience
Cashless Payments
The ordered food will be
delivered to you within 30-45
minutes.
Online ordering
(Menus, description, reviews )
Food Explorer
Leave your Wallet Behind. Pay via
Healthalicious Mobile Wallet and
get discounts.

26. Premium Features
• Free consultation from our expert panel of
dieticians/nutritionists.
• Personal menu.
• Design your meals from the start.
• Get discounts on visits to dieticians after the
free sessions.
• Pay later within 15 days.

27. SERVICES

28. Healthalicious Cook
CustomerCook

29. BRAND
• We will position our app in the minds of
the target consumers as “Healthy Solution
to all types of Hunger”.
• The only place where health meets taste
to serve you a healthalicious meal.
• “When you have Healthalicious, you will
never miss home food.”
• For Dieticians/nutritionists/physical
trainers, they can market their service for
free and improve their customer base.

30. • Company Website
• Blogs
• Building Social Community on
Facebook , Twitter etc.
• Quora
• Featuring E-Mails
COMMUNICATION

31. Distribution
Apple App Store Microsoft Windows Store

32. Implementation
IMPLEMENTATION
• ORGANIZATIONAL INFRASTRUCTURE
• BUSINESS PROCESS
• IMPLEMENTATION SCHEDULE

33. IMPLEMENTATION

34. Organizational Structure
CEO
Chief Financial Officer
Head of Marketing
Chief Technical Officer
Global Head Of Communications
Head of Business Development
Chief Product Officer
Marketing-Sales Team
Technical Team
Communication Team
Content & Consulting Team
Design and Development Team
Financing Team
Chief Cook and Dietician
Cooking and menu
designing Team

35. BUSINESS PROCESS
AND
SCHEDULING

36. PHASE
1
App Testing &
Official Launch
Customer Feedbacks &
App Updates
PHASE
2
Pitching to the clients,
building networks,
contracting and
payment collection.
PHASE
3
Maintain financial
levels of performance
and records.
PHASE
4
Develop strategies to
enter new cities &
Strategic
Management

37. EXHIBITS

38. Exhibit 1
Categories Food Panda Zomato Faasos
Online Platform Food Delivery Restaurant Search &
Discovery
Eatery outlets and
Food Delivery
(Food on Demand)
Countries 40 23 1
Founded 2012 2008 2011
Users 10,000 orders a day

39. THANK YOU

40. DISCLAIMER
This presentation was created by S Shamanth Bhargav under the
guidance of prof. Sameer Mathur, during a summer internship mentored
by him.
Prof. Sameer Mathur
IIM Lucknow