COOK FOR LOVE

Marketing Plan for an Android App

Executive Summary

Most of the housewives love to cook however due to commitments all day long , they don’t get time to learn something new about - cooking.

Learning recipes from books or from cooking shows on the Television is a thing of past. Today everybody needs a fast-paced ,easy to understand one stop solution and that’s where we come in – COOK FOR LOVE.

Situational Analysis

Overview of company & target consumersMarket Overview

Overview

This app helps everybody from aficionados to beginner's in the field of cooking to know how to cook from hundreds of varieties from Chinese to Mexican through videos , pictures and tutorials.

Company OverviewCore Competencies:• One -stop destination for finding recipes

by ingredients.• Reduced time and efforts.• Wide range of options for selecting

recipes. depending on cooking time, reviews, and ratings.

• Implementation of Search engine optimization & app store optimization.

Strategic Assets In-app purchases, in keeping with the Premium model .In-app advertisements, that’ll generate revenue. Communication partners.Conduct various promotional events in malls etc.

Market Overview

Cooking apps are the next step in the complete mobile makeover, ,offering step-by-step instructions detailing how to make a meal and in a more effective manner.

Goal

• INDIA’S BEST SEARCHED RECIPE APP•50,000 + Downloads in the first year•Target revenue rate of 2 crore in six months.

StrategyOur strategy is to target more key consumers by providing them a free access to massive library of thousands of recipes thus making cooking simple and so much fun!!

Customers Needs

• Housewives – 50-60%• Female Teenagers – 20-30%• Old-aged woman - 10-20%

• A healthy body.• Fitness.• Positive attitude towards food.• Immunity to various changes in

environment.

COLLABORATORS

1.Suppliers2.Channel members.3.Communication partners

• Free sources like health blogs, Quora.• Sources like hospitals, health centres and other

dieticians.• Television channels like Discovery Health, TLC etc.

SOURCE SUPPLIERS

CHANNEL MEMBERS

App stores like Google play store, Apple app store, Amazon app store etc.

COMMUNICATION PARTNERS

• Social media sites like Facebook ,Twitter , WhatsApp ,etc.

• Sponsors who advertise the app.

KEY STAKEHOLDERS

• Suppliers• Investors• Customers• Employees

Competitors

ECONOMIC CONTEXTResearch from app figures shows that Google Play almost doubled its volume of apps in 2014 from below 750,000 to nearly 1.43 million. The Apple App Store grew from a little above 750,000 to 1.21 million apps. As globalization of the apps economy continues in 2015 and beyond, the multiplier effect for app demand will remain healthy for developers and studios for the short-term future.

VALUE PROPORTIONCustomers: They become more health conscious than before. The app encourages habits like cooking health conscious meals. They are now more fit and healthy.

Collaborators: They are opportune to compete with the major competitors in the industry.

Company: It provides the employees with good pay and job security. It also encourages them with frequent promotions and good working environment

TACTICSPRODUCT

FREE APP FEATURES

• Daily food recipes.• Seasonal food suggestions.• Health tips.• Free bonus meal suggestions.

PREMIUM FEATURES

• Enabled the customers to search the best rated meals on the app

• Helps them keep a track of it.• Generates a health report of

each meal selected by the user.

BRANDNAME- COOK FOR LOVESLOGAN- stay hungry stay healthyATTRIBUTES- Authenticity, simplicity, innovation.

PRICE

The freemium version enables the app for free but with in-apppurchases.

The premium version the app will charge Rs 80-90 per month which is reasonable for the features provided. Keeping in mind the competing apps which charge more , the price for premium version is fixed.

COMMUNICATION• Word-of-mouth• Social media; Facebook pages,

Twitter etc.• Uploading advertisements and

videos on you tube.• Advertisements in health blogs.• Search engine optimisation and

app search optimisation.

DISTRIBUTION

Distribution to all categories like Apple, windows, android etc.Through all app stores such as Apple app store , BlackBerry SDK and so on

IMPLEMENTATION

TASK TIME

MARKET RESEARCH 2 months

CUSTOMER ANALYSIS 2 months

BUSINESS UNIT 3 months

PRODUCT STRATEGY 3 weeks

PRICING STRATEGY 2 weeks

DESIGNING CHANNELS 4 weeks

SCHEDULE

THANK YOU

These slides were created by Upkar Singh , SRM Chennai as a final project/exam during a marketing internship under prof. Sameer Mathur, IIM Lucknow

DISCLAIMER