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 .