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Stage 3

HaveYourSay

Team Name: Defaulters

Name of first member: Kamal JoshiCollege Name: IMT Ghaziabad

Name of second member: Jyotsna KaurCollege Name: IMT Ghaziabad

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BringMyFood.com IMT-G Defaulters

Unique Meal Delivery Service Performance And Objectives

Food sourcing

Food to be sourced directly from housewives

Operation purview

Target region delhi NCR

Objective

Hygienic food at doorstep to working professionals

Meal booking

One can book a month’s meal in advance

Chefs profile

Users can browse the profiles of the chefs (the housewives)

Food review

Chef’s profile has a review option, where customers can leave comments

The team was able to clock 15,000 orders in first Month

Objectives

Create Online Conversations Around Their Service

Breakthrough Marketing Campaign Touch The Emotional Chord

Leverage Social MediaTarget Working Professionals Various Social Media Channels

Create A Buzz(2 Months Timeline)Increase Brand Awareness Target 50,000 Orders

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Research To Undertake IMT-G Defaulters

Study Of Target Group

Media Consumption

Age Range, Average Age And Gender

Occupation, Food Habits And Income

Level

Weekly Office Timings, Buying Behavior During Festive Season

Research On Ethnic Background,

Preferred Language, Preferred Delicacies

Online Surveys

Interviews

Secondary Research

% Of Target Users on Various Social

Media

Social Media Traffic Of TG During

Different Times Of Day

Engagement Rate Of TG On Social Media During

Different Days Of Week

Most Preferred Social Media

Platform

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Channels To Integrate IMT-G Defaulters

Facebook Page Allows You To Show The Human

Side Of Your Business Through One-on-one Conversations And Non-business Interaction100 Million Indian Users, 28% growth last year

Targeted Ads can be created Facebook Promoted Posts Sponsored Stories/ Contests App for Campaign Built-in ad performance and

engagement measurement tools

BEST FORSharing

Connecting

Twitter Is The Fastest Way To Spread Thoughts

33 Million Indian Users

BEST FOR

Sharing

Customer Service

Tweets about new deals and coupons codes

Great tool for driving traffic to website

Extensive metrics and analytics for the performance of tweets

Another channel to inform and engage your current and potential customers

Give Website SEO Boost Google Indexing Allows

Google+ Post To Discovered Quickly

Second Largest Social Media Platform

BEST FOR

SEO

BEST FOR

To Upload A Video Build On A Theme To Touch Emotional Chord Of TG And Share Across Various Platforms

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2 Months Strategy(Whom/What/Where To Say) IMT-G Defaulters

Week 1-2Starting Phase

Getting Earlier Customers on social media Initiate Word To Mouth Marketing Increase Sales

Marketing and Promotion

Facebook Like, Tweeter Follow,

G+ Button On Website Landing

Page(linking Official Accounts)

Add Facebook Like Button, G+

Button, Tweet Button On Every Page Of Website

Number Of Likes On Chefs Profile Can Be Used To

Measure Popularity Of

Chefs

Website Login Through Social

Media

Step 1 :Integrate Website And Social Media Platforms

Leverage G+ for SEO

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Bringmyfood.com IMT-G Defaulters

Step 2 :Get the customer base to social media

Create Promotion By Loyalty Point Scheme 10 Loyalty points for every order share on

social media 10 loyalty point means a discount of Rs 1 Define conditions to avoid misuse It is more likely that new user will like the

page for getting Loyalty Points

Create an visual ad for the scheme and promote Facebook page and twitter account buy using email addresses of our present customer base

Send Order confirmation Email having link to Facebook, G+ and Twitter account

Media Content For First 2 Weeks Facts on hygienic and healthy food Images of food cooked by our chefs Touching the emotional chord Post about loyalty scheme

o Touchy images featuring motherly love for a child

o Images and post should relate to home cooked food

o Add website link in the post

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2 Months Strategy(Whom/What/Where To Say) IMT-G Defaulters

Week 3-5Promotion Phase

Discount Copoun Code on first order Generally a group uses one account

for bulk orders This will help to increase user base It is more likely that new user will

like the page or follow to get Loyalty Points

Experience of Chefs and Customers Include chefs/customers experiences on

website, write a story Share them on social media with website link Include G+ and Facebook like/share

Create a BUZZ Create A Social Media Campaign

‘Ghar Ka Khana’ For A Month

Objectives

To Create A Brand Buzz To Make TG Know About The Brand Getting Contacts Of Potential Costumers To Increase Social Media Engagement Increase Percentage Growth Of Followers

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“Ghar Ka Khana” Campaign Steps IMT-G Defaulters

Create A Microsite

• Create A Dedicated Website For The Campaign

• Include Main Website In A Iframe• Include Social Media Buttons• Include Iframe For #Gharkakhanna

Stories• After submission user should post

auto generated status by site

Create A Promotional Post On Social Media

• Create A Visual Post Of The Campaign

• Promote It Through Page Post Ads, Promoted Post And Sponsored Stories On Facebook

• Promote Through Promoted Tweets

• On Clicking The Post User Should Be Redirected To Microsite

Provide 1 Month Free Dinner To 2 Best Entries

• An Incentive For Potential Customers

• Package Expense Would Be Around 2.5-3k Considering 30 To 35% Margin On Single Order

MicrositePromoted Post Auto generated Hashtag post

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2 Months Strategy(Whom/What/Where To Say) IMT-G Defaulters

Week 3-5Content

Media Content For This Phase 2 weekly post related to ‘ghar ka khana’ campaign Weekly coupon code(10% off, 1 day expiry) on social

media for monthly subscription Questions related to regional delicacies for more

engagement Facts on food Post that touch emotional chord as in first phase

A Short YouTube Video Create and Upload a YouTube video on channel Video should feature BringMyFood.com Video should emotionally connect to target group Feature the video link on other social media platforms

and on MicroSite As the BringMyFood relates to family an emotional connect can be created through good theme

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2 Months Strategy(Whom/What/Where To Say) IMT-G Defaulters

Week 6-7Growing Phase

Referral Scheme

Give 50 Loyalty Points For Each Successful Referral Promote The Scheme Through Social Media And

Email Marketing

Birthdays Surprises

Deliver Special Delicacies For People On Their Birthdays Promote The Initiative Through Social Media And Emails Wish And Ask Them To Give Feedback On Special Order Share The Feedback On User Profile (User Permission Required)

Week 7-8Last Phase

“Share Your Thali”Campaign

Create A Dedicated Facebook App For The Campaign

User Has To Share His Thali By Posting Into Timeline Of 10 Facebook Friends, Facebook App Can Be Designed To Do So

A Personalized Message Is To Be Shared Which Will Contain The Website Link And “#Shareyourthali”

A User Can Claim His Thali If He Gets The “Share Your Thali” Post From 10 Of His Friends

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Metrics to measure the success IMT-G Defaulters

• Number of followers/likes growth per week• Number of new accounts on website per week• Number of new customers per week

Growth Rate

• Referral traffic to the websites from social networks• This will indicate follower base is becoming more

relevantReferral Traffic

• Number of orders made through Social Media posts as a percentage of total traffic from Social Media

• Customer Acquisition Cost and sales generatedConversion Rate

No of Likes and shares/Retweets

• To know whether the content is attractive to TG or not

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Stage 3

HaveYourSay

THANK YOU