Foodpanda 2.0

FOODPANDA

2.0(MADE WITH LOVE FOR INDIA)

BACKGROUND

•The foodpanda group is a global mobile food delivery marketplace

headquartered in Berlin, Germany, and operating in 24 countries and territories,

including India, Pakistan, Russia, Bangladesh, Hong Kong and Singapore.

•The service allows users to select from local restaurants and place orders via the

mobile application as well as the website.

•The company has partnered with over 40,000 restaurants.

EXECUTIVE SUMMARY

The online food ordering business is witnessing exponential growth. The organised

food delivery is valued at $15 billion in India.

Foodpanda entered the Indian market owing to its tremendous growth potential.

The food reatil market in India is expected to reach $894.98 billion by 2020

Also, the grocery market in India is expected to touch $1 trillion by 2020 and

a significant portion of the market shall be occupied by the online grocery stores.

SITUATION OVERVIEW

GOALS

• The company is expected to occupy 15% of the online food delivery

market(in India) by 2017.

• To make India a profitable market by 2019.

• To maintain its position as the market leader in the online food delivery

business(in India).

• To occupy 20% of the online grocery delivery market by 2020.

How will it happen???

• Introduction of a new fremium version of the app(with improved services) .

•Striking differences between the free and the paid versions

• Collaboration with multiple supermarkets.

• Collaboration with a larger no of restaurants .

SITUATION ANALYSIS

COMPANY OVERVIEW

• The company initially entered the food delivery business and seeing the market

potential intends to start its online grocery delivery business (in India first) .

• Foodpanda is the market leader in the online food delivery business in India.

• Foodpanda occupied Just Eat and Tasty Khana to expand their scale of operations

in India.

MARKET OVERVIEW

• Zomato and Swiggy are the main competitors.

• Foodpanda has collaborated with many restaurants and major collaborators

are Dominoes and MacDonalds in India (as restaurants) and Paytm and

PayUMoney for payment purposes.

•Foodpanda 2.0 will reach out further to the young population who value time more than

money and thus we plan to introduce an online grocery delivery store.

TARGET CUSTOMERS

• All the people who want to try food of different cuisines/ from different restaurants.

• Demographically , the young population who percieves time as a more valuable

asset than money.

•Geographically, urban and semi-urban population, sec A ,sec B and sec C.

•Physcologically, experiencers and achievers.

ACTIONPLAN

GOALS• The food delivery segment will continue

to be the major revenue generation source

and by 2019,the company is expected

to start earning profits(in India).

• The company is expected to occupy 20%

of the online grocery delivery market

and earn a net revenue of $40 million

from the same by 2020.

• By 2017, the company is expected

to occupy over 15% of the total food

delivery business in the country.

By 2020, the expected percentages are

over 23%.

TARGET MARKETCUSTOMERS : • Access to a larger number of cuisines.

• Access to a larger number of restaurants.

• Cheap/inexpensive food.

• Better time management.

• Ease of access to daily needs.

COLLABORATORS:

• Local restaurants : They want increased consumer

traffic.

• Grocery stores: They want to increase their net

revenue via increased consumer

traffic .

• Payment partners: They want a larger amount of

cash to flow through their

channels for every ‘cashback’

offers they provide.

COMPANY:• The delivery service is the primary offering .

• The majority stakeholder is Rocket Internet

and they hold 52% share.

• Recent investment of $100 million by

Goldman Sachs.

•The online grocery delivery business will

involve hiring more sales personnel and

delivery guys to manage the ever increasing

traffic.

COMPETITORS:

• ZOMATO and Swiggy

•Local competition.

•In India, the company acquired

Just Eat and Tasty Khana ; the

local competition.

• In the online grocery delivery

venture , the company is expected

to face a few existing players in

the venture such as Grofers &

BigBasket in India.

CONTEXT:

•Indian market has one of

the highest potentials in the

world,economically.

•Demographics constitute

young population who are

experiencers and want to see

themselves as achiever.

• The increasing value of time

over money has created new

opportunities.

• However, India is yet to adapt

wholly to the new technological

reforms.

VALUE PROPOSITION

CUSTOMER VALUE

VALUE PROPOSITION:

• Quickest delivery

• Large no of restaurants to choose from.

• Greater discounts.

• Separate platform for customer reviews.

• Price compare among the various grocery stores.

• Free delivery*

• A number of payments options to choose from.

POSITIONING STRATEGY:

• Highlighting the POD more than the POP as POPs

are well known.

• Marketing strategies to effectively convey the

differences between the premium and free offerings.

• Using a corporate umbrella branding strategy to

launch the new app and to launch the online

grocery store.

POSITIONING STATEMENT:

“ Foodpanda 2.0 provides its customers the

access to a large no of restaurants

, grocery stores and provides home delivery

services better than anyone else because we

believe customer satisfaction is the only thing

which builds a company and we owe it to you.

We provide you this with the help of our

trusted collaborations and our dedicated team.”

COLLABORATOR VALUE

VALUE PROPOSITION:

• Increased customer traffic.

• Increased net worth.

• Increased market share.

• increased possibility of expansion.

COLLABORATOR VALUE


• Positioning highly rated restaurants on top

of the search results.

• Trade promotions.

• Reduced commissions to pay.

• Greater discounts By Foodpanda(not the

grocery stores/restaurants)to attract

customers.

• Greater discounts by Foodpanda if

customers pay through specified wallets thus

increasing customer traffic for the payment

channels.

COLLABORATOR VALUE


“Foodpanda 2.0 promises to provide its

collaborators growth and consumer traffic

beyond expectations. We do this by

constantly evaluating and updating our

marketing strategies to cope up with the

needs of the new customer and at the same

time looking for the intersets of the

collaborators and stakeholders.”

COMPANY VALUE

VALUE PROPOSITION:

• Expansion into newer markets.

• Establishment of a diverse brand

portfolio.

• Increased revenue generation.

• Greater oppurtunities for breaking

the ‘stereotypical ’ image a firm’s

brand/ any brand has.

COMPANY VALUE


• The company’s stakeholders shall

be identified in all the trade promotions.

• All the stakeholders(having 5% share

or more)shall have atleast 1

representative in the board .

• All the channel conflicts will be

resolved by the company themselves.

• If any stakeholder wishes to release its

stake, the terms for the same will be

convinient and beneficial for both

the company and the stakeholder.

COMPANY VALUE


“Foodpanda 2.0 promises to provide its

collaborators growth and consumer traffic

beyond expectations. We do this by

constantly evaluating and updating our

marketing strategies to cope up with the

needs of the new customer and at the same

time looking for the intersets of the

collaborators and stakeholders.”

TACTICS

SERVICE

FREE APP AND PAID APP

FREE APP• Free delivery (for food/grocery) within

a 4 km radius.

•Beyond 4 km radius , delivery charges

will be nominal.

•Food Delivery after 55 mins(within 4 km)

will result in a discount of 4% every

10 mins (provided they pay via wallets).

• A fixed nominal(rs 20) fee to be

charged for every online grocery

delivery.

FREE APP•A no of payment options(COD available)

• Larger no of restaurants to choose from,

more than the original Foodpanda app.

• Better deals/greater discounts.

• Amazing cashback deals.

• Referral benefits(rs 5 worth talktime).

• Separate customer review platform.

• Cost= rs. 0

PAID APP• Free delivery (for food/grocery)

within a 9 km radius.

•Beyond 9 km radius , delivery charges

will be nominal.

•Food Delivery after 55 mins(within 7

km) will result in a discount of 10%

every 10 mins (provided they pay via

wallets /debit/credit cards).

• No fee to be charged for online

grocery delivery.

PAID APP

•A no of payment options(COD

available).

• Larger no of restaurants to choose

from, more than the original

Foodpanda app.

• People using the paid version shall

earn credits for every transaction

which can be used for discounts.

PAID APP

•A minimum 7-8% discount available

on all restaurants.

• Better cashback deals than the free

app.

• rs.12 (worth talktime) for every

referral.

• Separate customer review platform.

• Costs to be discussed.

NAME : FOODPANDA 2.0 (so less additional markeing expense for brand

recognition/announcing category membership.)

LOGO:

SYMBOL: A Foody Panda

BRAND MEANING: Foodpanda 2.0 gets you food as well as gets you the

materials for a good preparation.

PRICEFREE APP= $0

PAID APP=$2.5/MONTH

(TRIAL)

=$10/6 MONTHS

=$18/1 YEAR

These are the prices for the customers only.

INCENTIVES

INCENTIVESCUSTOMERS:

• All the price reductions for the

paid users and free users have

been mentioned in the earlier

slides.

COLLABORATORS:

• Recognition of all the collaborators

in trade promotions.

• Marketing strategies by the

company to increase consumer

traffic on collaborators’ platform.

INCENTIVESCOMPANY:

• Medical benefits

• Bonuses on regular intervals.

• Employee recognition program.

• Recreational facilities within the

company campus.

• Inexpensive food within the

premises.

COMMUNICATION

COMMUNICATION

• Customer oriented

• Collaborator oriented

• Company oriented

CUSTOMER ORIENTED

• Social media campaigns

• ONLINE CONTESTS

• TRADITIONAL ADVERTISING

• WORD – OF – MOUTH MARKETING

• DIRECT MARKETING

COLLABORATOR ORIENTED

• TRADE SHOWS FOR RESTAURANTS

•Trade allowances for COLLABORATORS

COMPANY ORIENTED

• FOR STAKEHOLDERS

• MEETINGS

• SPORTING EVENTS

• MUSICAL CONCERTS

FOR COMPANY PERSONNEL

• TOURS

• SALES CONTESTS

IMPLEMENTATION

INFRASTRUCTURE

INFRASTRUCTURE

• Sales team : responsible for sales

promotion tools management and

to maintain healthy relationships

with collaborators.

•Marketing team : responsible for

devising an effective marketing

strategy and managing mass

communication tools.

INFRASTRUCTURE

•Management team : responsible for

managing the entire company ops

and to maintain healthy relationships

within the company and with the

stakeholders and collaborators.

•Technical team: App management

and handling the entire online

platform of the company.

INFRASTRUCTURE

•PR team : They evalaute the people’s

responses to a change or a proposed

change in the development of the

company. They also manage the

human resources within the company.

• Delivery guys : The ‘heart & soul’ of

the company.

BUSINESS PROCESSES

Business Processes

The 2 primary business processes are

• Ordering

• Delivery

Online food delivery companies

generally try to enrich their services

with 4 conviniences.

Business Processes

•Decision Convenience – Making it fast

and easy to choose.

•Transaction Convenience – Making it

fast and easy to pay. For eg. payment

via cards, Paytm accounts or wallets

like PayUMoney.

Business Processes

• Benefit Convenience – Making it fast

and easy to enjoy/use.

•Post-Benefit Convenience – Making it

fast and easy to re-purchase. For eg.

You can save your address and

payment details, bookmark your

favorites to re-order in seconds.

SCHEDULE

SCHEDULE

•Foodpanda 2.0 should be released

by October 2016.

•The initial marketing activities for

for customer recognition should

begin by August 2016.

•The mass communication programs

should begin soon after the app is

released.

SCHEDULE

•The expansion of the delivery

services should be finished by

August 2017.

•A preliminary model of the new app

should be released alongside the

customer recognition program.

• Updates to the app to be

scheduled regularly.

CONTROL

PERFORMANCE EVALUATION

PERFORMANCE EVALUATION

• To increase the no of downloads of the

app in the Indian market to over 2 million

within 1.5 years.

• The introduction of the paid version can

be called successful if 10% of the

downloaders upgrade to it (in the Indian

market).

• The online grocery store venture should

occupy 7-8 % of the market by the end

of 2017.

• Title slide

• Background

• Executive Summary

• Situation overview

• Goals

• How will it happen ??

• Situation Analysis

• Company Overview

• Market Overview

• Target Customers

• Action Plan

• Goals

• Strategy

• Target Market

• Customers

• Collaborators

• Company

• Competitors

• Context

• Value Proposition

• Customer Value

• Collaborator Value

• Company Value

• Tactics

• Tactics

• Service

• Brand

• Price

• Incentives

• Communication

• Implementation

• Infrastructure

• Processes

• Schedule.

• Control

• Performance evaluation

DISCLAIMERThese slides were created by Shreyans Hinger , under the guidance of Prof.

Sameer Mathur , under a summer internship mentored by him.

Foodpanda 2.0

Marketing

Transcript of Foodpanda 2.0