Sabroso: Your Online Food Buddy | Marketing Plan
-
Upload
anusha-sharma -
Category
Marketing
-
view
224 -
download
1
Transcript of Sabroso: Your Online Food Buddy | Marketing Plan
Your Online FOOD
BUDDY
EXECUTIVE
SUMMARY
Restaurant search and discovery service.
Allows you to order food for Home Delivery or Take Away.
Make online reservations in
Restaurants.
BusinessOBJECTIVE
S
Help users
discover great restaur
ants around them.
Improve
experience and service
s around dining.
Provide restaur
ants platform to
attract custom
ers.
Situation OVERVIE
W
Waiting outside restaurant for tables to be
vacated can be irritating.
Sabroso allows you to search restaurants,
order food for home delivery as well as reserve a at your favorite
corner in the restaurant after
checking graphical layout
of the place.
STRENGTH
GLOBAL EXISTENC
E
•It will have global existence in online restaurant guide category.
WEBSITE
•A strong website will be launched soon and efforts will be made to maximize the number of visitors.
BUSINESS
MODEL
•It has a high engagement business model. It has large amount of user content, its constantly updated and lot of returning users.
MOBILE APP
•We will soon launch a mobile app targeting global downloads.
WEAKNESS
LATE MOVER
•Sabroso is entering market late compared to competitors like Yelp, zomato etc who have become synonym of restaurant finder.
GENERAL FEATURE
•Sabroso does not personalize the website experience for the user.
SOCIAL PLUG-INs
•The website has no social plug-ins on landing page or home page. Hence does not encourage cross channel promotion.
OPPORTUNITIES
ONLINE SEARCH
•As per google trends, food searches online have increased over last 5 years. There are more people searching for dinner locations :P
DIGITAL AD
SPEND
•Mobile ads are growing by whooping 132%. Market definitely has digital investors to support digital business models.
ONLINE PAYMENT
S
•Sabroso allows transactions online which may be monetary or simple table booking etc. This provides additional revenue channel.
THREATS
COMPETI-
TION
•Being late mover proves as disadvantage because competitors like zomato already hold a fair market share.
CONSUMER
LOYALTY
•Consumer loyalty is a great hindrance for Sabroso unless it can differentiate itself sufficiently.
IT -THEFT
•Sabroso collects user data and there is always threat of data breach and cyber attacks.
Additional features to enhance customer
experience…
Deals and
events section to cover latest
restaurant events around
you.
Recommended for
you section to show your preferred restaurants based on your past choices.
Blog which
takes you to
Sabroso blog that contains listicles, informati
ve articles
etc.
GOALS
Increase brand Awaren
ess
Increase Sign
upsIncrease app
downloads
Promote
review writing
GOALS
STRATEGY
TARGETCUSTOMERS
Working professio
nalsCuisine Loyalist
sFamily DinersStuden
tsTravelle
rs
COMPETITORS
TACTICS
FREE ServicesSearch
RestaurantsCheck prices and
Menu
Get public review
Order food for delivery
Connect with foodies and
chat
You can pick your desired seats on a
plane, why not a
restaurant???
PAID ServicesA premium version of the
app allows you to actually view the layout of entire establishment and choose the perfect table to enjoy picture perfect moments with
your loved ones. Also the gift coupons and other
perks will be more frequently offered in premium version @
$1.99/month.
PERCEIVED VALUES
Put Customers First•Product
team overpower.
•Focus website on products, not ads.
Get personal with Feedback•Real
person writes back
•Not sticking to automated mail culture.
Customer Service: Core Strength•Best
people manning queries
Connect with customers•The
tagline “your food buddy” does a fair job at that.
BRAND
POSITIONING
Sabroso will be a restaurant search and
discovery service that lists all food
joints and restaurants in
your location and also allows you to make online reservations for
dinner etc.
• The app is positioned as restaurant searching tool in your locality. Its can also strongly be positioned in food ordering category like other competitors.
Points of
Parity• The app shows the
actual setup of restaurants nearby and allows to to make online reservations after checking the actual position of table you are reserving.
Points of
Difference
INCENTIVES• By repeatedly using Sarboso for making reservations, you become our golden customer, which earns you a gift voucher of 5% discount for every 5th reservation you make that can be redeemed on your next food delivery order from our app within next 5 days.
PROMOTIONSTRATEG
Y
Sending promotional emails only
to an exclusive group of
customers.
Promoting on various blogs and forums.
Using Word-of-Mouth
communication.
DISTRIBUTION
CHANNELS
PLATFORMS
Google playstore
iTunes
App distribution via direct link to end users.
Distribution via corporate portals.
via private app stores
(amazon, apparian , getjar etc).
INFRASTRUCTURE
* APP DEVELOPMENT TEAM* CUSTOMER RELATIONS TEAM* PUBLIC RELATIONS TEAM
RECAP
Executive SummarySituation Analysis
GoalsStrate
gyTactics
Implementation
DISCLAIMERDISCLAIMERCreated by Anusha A. Sharma, VNIT
Nagpur, during Marketing Management Internship under Prof.
Sameer Mathur .