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, Marketing Management of Food Delivery App, HSC Projects

Marketing Management of Food Delivery App

MARKETING MANAGEMENT:

, Marketing Management of Food Delivery App, HSC Projects

Marketing Management is the directing of an organization’s resources to develop and implement the best possible strategy to reach its desired consumer segment to maximize the sale of a particulars product or service.

Five Marketing Management Concepts:

  • Production Concept:

The production concept is used when the demand for a product higher than its supply. The philosophy here is “Supply creates its own demand.” Therefore, the focus is on manufacturing more product to make sure it is widely available

  • Product Concept: 

Contrary to the production, this concept assumes customer. Value products of a higher quality or opposed to price and availability. therefore

The focus is more on quality less on quantity. The idea of the product concept is that. If you are selling a product of great quality, minimal marketing will be required to sell it.

  • Selling Concept:

Where the production and product concept focuses on manufacturing, the selling concept focus on the making of an actual sale. The number one focus for the manager is to make money, no matter the quality needs of consumer supply or demand. Because of this, the selling concept entails very aggressive marketing.

  • Marketing Concept:

The marketing concept works on that fulfil their needs.” A manager that takes the marketing approach will conduct extensive market research to determine the needs of consumers and how to fulfil them better than competitors.

  • Social Concept:  

Marketing managers with this approach are also concerned about the well being of society and fuel a responsibility to tend to the world around them. The social concept creates a balance of social and environmental welfare, customer relationships, and sales.

THE 4 Ps OF MARKETING:

  • PRODUCT
  • PRICE
  • PLACE
  • PROMOTION

Product:

The product is either a tangible good or an intangible service that seems to meet a specific customer need or demand. All products follow a logical product life cycle and makers need to understand and plan for various stages and their unique challenges. It is key to understand those problems that the product is attempting to solve. The benefits offered by the product and all its features need to be understood and the unique selling proposition of the product needs to be studied.

Price:

Price covers the actual amount the end-user is expected to pay for a product. Hoe a product is priced will affect how it sells. This is linked to what the perceived value of the product is to the customer rather than an objective costing of the product price also be affected by distribution plans, value chain costs and makeups and how competitors rival a product.

Promotion:

The marketing communication strategies and techniques all fall under the promotion heading. These may include advertising, sales promotions special offers and public relations, whatever the channel used, it must be suitable for the product the price and the end-user it is being marketed to it is important to differentiate between marketing and promotion. Promotion is just the communication aspect of the entire function.

Place:

Place or placement has to do with how the product will be provided to the customer Distribution is a key element of placement the placement strategy will help across what channel is the most suited to a product. How the product is accessed by the end-user also needs to compliment the rest of the product strategy.

INTRODUCTION:

Online food ordering is the process of ordering food from a website or other application. The product can be either ready to eat food (e.g. directly from a kitchen) food that has not been specially prepared for direct consumption. Online food delivery has emerged as one of the fast-paced developments in the e-commerce space. This sector has revolutionized the entire outlook towards the food industry as customers now have the privilege to choose from a variety of cuisines anywhere anytime from a range of restaurants visited online. Moreover, customer flexibilities in form of no minimum order value and various option like internet banking, digital wallets and cash on delivery have further enhanced the convenience of all consumer activities. India’s online food business segment reached as high as USD 750 million in 2017, registering a YOY revenue growth of 150 % (2016-17) approve 140 % (2014).

COMPETITORS:

Swiggy :

, Marketing Management of Food Delivery App, HSC Projects

  • Swiggy is India’s largest and highest valued online food ordering and delivery platform founded in 2014. Swiggy is based in Bangalore, India, and as of March 2019, was operating in 100 Indian cities. In early 2019, Swiggy expanded into general product deliveries under the name swiggy stores.

In September 2019, it launched an instant pickup and drop service-Swigy Go. It is used for a diverse array of items, Laundry, document/ parcel deliveries.

Tagline: 

Swiggy karo, phir jo chahe karo!

Zomato:

, Marketing Management of Food Delivery App, HSC Projects

Zomato was founded as foodiebay in 2008 and was renames Zomato on 18 January 2010 as Zomato Media Pvt Ltd. In 2011, Zomato expanded across India to Delhi, Mumbai, Bangalore, Chennai Pune & Kolkata. In 2012, the company expanded operations internationally in several countries, including the UAE, SriLanka, Qatar, the UK, Philippines & South Afric. Zomato is an Indian restaurant aggregate for food delivery start-up founded by Decpinder Goyal and Pankaj Chaddar in 2008. It also began grocery delivery amid covid-19 and available in 24 countries & 1000 cities.

Tagline:

Discover more places to eat around you.

USP:

Content is what sets Zomato apart-the only restaurant & nightlife guide with memes, pictures and map locations.

Uber Eats:

, Marketing Management of Food Delivery App, HSC Projects

Uber Eats parent company Uber was founded in 2009 by Gassett camp & Travis Kalanick. The company began food delivery in august 2014 with the launch of the uber-fresh service in Santa Monica, California. In 2015, the platform was renamed to UberEATS and ordering software released as its own application. This app allows you to search for food-category, location or restaurant wise. browse order and track E-commerce app have found a better stand today, the success of this app inspired several other food delivery apps to enter into the market.

Tagline:

Where lifestyle meets logistics

USP:

Offering seamless travel with rider walking away after arriving at his destination.

FoodPanda:

Foodpanda (stylized as foodpanda) is a mobile food delivery marketplace owned by Berlin-based company Delivery Hero SE and operates in 50 countries. It is mostly active in Asia pacific, Bulgaria and Romania, It is headquartered in Berlin Germany. The service allows users to select from local restaurant and place orders via its mobile app as well its website. the company has partnered with over 80,000 delivery sides. Foodpanda’s business in India was acquired by Indian-cab aggregator Ola on 29, December 2017 for an undisclosed amount.

Tagline:

Take the first bite.

USP:

Lied up with over 4000 restaurant content is what sets apart foodpanda from competitors restaurant & nightlife guide with memes pictures and map locations a full time live chat support.

Grubhub:

Grubhub has the nation’s largest number of restaurants to choose from every store is included In the app for you to choose the best. The customer service is 24X7 for user’s convenience. Perks-the newest feature of Grubhub-helps you find all the deals running in restaurants nearby some of the exclusive rewards & deals make Grubhub even more attractive to the users. Grubhub has been built using the latest UX design trends to impress the customers.

Provided nearly $6 billion in gross food sales to

  • Local takeout restaurants in 2019.
  • Processes more than 66,8000 daily orders
  • Sever 30 million active drivers
  • Sent more than $3 billion in total tips to drivers.

MY PRODUCT:

Nature Of Product:

My product is a mobile application for online ordering of food from nearby restraints, cafes and food joints. It offers fast delivery of ordered items at the doorstep of customers.

Name Of The Product:

, Marketing Management of Food Delivery App, HSC Projects

Eatify

Tagline:

Delicious, meal delivered with just a few clicks!

Features:

  • Fast online food delivery
  • Great facility for customers
  • Easy food businesses
  • Improve food business
  • Overcome the old procedures
  • Easy information refreshing
  • Backup information.

FEATURES OF THE SERVICE:

  • 24/7 Delivery option
  • Pre-order your next meal in advance
  • Re-ordering your favourite meals
  • Eat e-gifts on occasions.
  • Payment option like Paypal, android pay, credit/debit cards.
  • Get coupons, promos & deals
  • Track your order in Relative,
  • Order scheduling
  • Push notification
  • No minimum order value,
  • Faster deliveries
  • Charges Nominal fees
  • Add your personal food request
  • Share your food experience, give reviews rating.

IMPACT OF COVID-19:

As the country slowly and steady materialises from the lockdown to embrace what many of us refer as the ‘new normal,’ the foodservice and delivery industry, which encompasses the cloud kitchen or delivery-only kitchens in India are putting their best foot and to start operations after a gap of three months.

Throughout the Lockdown phase, online food and grocery deliveries managed to become the sole lifetime that modern-day customers have come to depend & rely on. Even after reaching 5th phases of lockdown, many prefer to order food online to avert stepping outside for dining. The escalating demand for online food delivery has facilitated the birth of delivery-only restaurants or virtual restaurants which is gaining popularity in the F & B space in India. These delivery only restaurants do not have any dining space and depend only on online orders placed through food apps, which are the next big thing.

Dinner, who in the pre-COVID phase would prefer dining out, is now scaling up on takeaways and hygiene has become a key factor.

WHY I CHOSE THIS SERVICE?

The online food delivery market is growing up in tandem with evolving lifestyle patterns and eating habits of Indians. Hectic work schedules and rise in disposables income have popularized food delivery, especially in an urban area.

In recent years, the number of working women has increased in the Indian workforce, especially in the city-based organised sectors. As a result, the number of double-income families is also on the rice with both the patterns working and maintaining hectic working schedules. It becomes difficult for people to get time and energy to cook at home. Moreover, the dual-income scenario has increased the overall spending capacity of the families. Also, the key players like, swiggy and Zomato keep an announcing lucrative offer for the customers, both existing and new, to keep the stiff competition in the online food ordering market.

Rapid digitalisation and growth in both in online buyer base and spending will help India’s online food industry to become an $8 billion market by 2022—growing at a CAGR of 25-30%

The report by Google and Boston Consulting Group (BCG) revealed that variety in cuisines (35%) was one of the top reasons for recurrent use of online food ordering apps, followed by goods discounts and convenience.

SWOT ANALYSIS:

, Marketing Management of Food Delivery App, HSC Projects

SWOT analysis is a framework used to evaluate a company’s competitive position

and standards for strengths, weaknesses, opportunities, and Threat of a business.

  • Strengths:

describe what an organisation excels at and separates it from the competition, things like a strong brand, loyal customer base, strong balance sheet, unique technology & so on.

  • Weaknesses:

step an organisation to give its best. They are means to remain competitive enough; things like higher than industry average turnover, high levels of debt, inadequate supply chain etc.

  • Opportunities:

refer to favourable external factors that an organization can use to give it a competitive advantage.

  • Threats:

Refer to factors that have the potential to harm an organisation.

A logo is the combination of tent and visual imaginary that servers two purposes. It tells people the name of the company and it creates a visual symbol that represents your business.

Some logos have powerful symbolic association connected to people’s memory.

A logo is important because :

  • Reveals your Identity
  • Distinguishes you from the competition
  • Facilitates brand loyalty
  • Can be everywhere
  • Invites new customers to get to know y’all.

PRICING:

, Marketing Management of Food Delivery App, HSC Projects

For Consumers:

  1. We’ll allow free downloading of our mobile application to all the consumers including ios and android users.
  2. Since charges for delivery of orders will be applicable as follows :

The distance of delivery up to 5 Km:  Rs 50

The distance of delivery above 5 Km: Rs 70

Free delivery on first 5 orders from the mobile app

For Restaurants:

  1. Restaurants cafes and food joints will get a pre-registration, to list their menu on our app.
  2. The first month will be free and subsequently, subscription plans will be available to them, depending on their requirements and capacity of fulfilling the prevailing demands.

GRADING:

Grading is the process of sorting individual units of a product into well-defined class or grades of quality. The goods are graded or sorted out into different lots by the specified standards. The established standards lay down the grades of the product. In the case of manufactured goods can be uniform quality are set in different units. Thus, grading involves the division of products into classes made up of units possessing similar characteristics of size and quality. And standardisation refers to the process of setting up basic measures or standards to which the products must conform and taking steps to ensure that the goods actually produced aadhar to these standards, standard reflects desirable features of a product in terms of its design, weight, colour, etc Grading & standardisation will be done on the app to give convenience to the customers to facilitate their preferences & choices.

BRANDING:

The process involved in creating a unique name and image for a product in the consumer’s mind, through an advertising campaign with a consistent theme, branding aims to establish the significant and differentiated presence in the market that attracts and retains loyal customers.

  • Branding promotes Recognition
  • A brand sets us apart for the competition
  • Brading sets expectations
  • A strong brand adds value.

PACKAGING:

It refers to the process of designing the package such as containers, wrappers etc. It plays a very significant role in the marketing success or failure of many products especially for non-durable consumer products

Level Of Packaging:

  1. Primary package: primary package refers to the products immediate package. In certain cases, such package is retained till the consumer is ready to use the product.
  2. Secondary packaging: it’s the additional packing given to a product to protect it. Such packaging is retained till the consumer wants to start using the product.
  3. Transportation packing: packages essential for storing, identifying or transporting. In my case, the packaging would be of the restaurant itself. The app will provide printed tapes with our brand name & logo to pack the food.

CHANNELS OF DISTRIBUTION:

A distribution channel is a chain of business or intermediaries through which a good or service passes until it reaches the end consumer. It can include wholesalers, retailers distributors and even the internet itself. Channels are broken into direct and indirect forms, with direct channel allowing the consumer to buy the good from the manufacturer and an “indirect” channel allowing the consumer. The 2nd channel is one where the producers sell directly to a retailer who then sells the producer’s product to the end consumer.

The 3rd and 4th channel is direct to consumer model where the producer sells its product directly to an end consumer.

Our app will involve the usage of the 2nd channel of distribution as well it will deliver the food prepared by the food joints to the final consumers.

SOCIAL MESSAGE:

Corporate Social Responsibility (CSR) is a self-regulating business model that helps a company be socially accountable to itself, its stakeholder’s and the public. By practising corporate social responsibility, also called corporate citizenship, companies can be conscious of the kind of impact they are having on all aspects of society, including economic, social and environmental. To engage in CSR means that in the ordinary course of business, a company is operating in ways that enhance society and the environment instead of contributing negatively to them.

HOW WILL WE FULFILL THE SOCIAL RESPONSIBILITY:

  • The delivery boys will travel on E-bicycles to cover the distances of up to 5 Km.
  • An adequate percentage of our profit will be donated to physically disabled people.
  • CNG vehicles will be used for delivery purposes, to contribute to a reduction in Delhi’s pollution.

PROMOTIONAL SCHEMES:

, Marketing Management of Food Delivery App, HSC Projects

  • Young celebrity endorsement
  • E-vouchers and discount codes shall be given
  • festive discounts and occasional promotes
  • collaboration with google play store and ios app store for free app downloads.
  • Five free deliveries will be given to new users (up to 5 km of distance)
  • Advertisements on social media platforms

CONCLUSION:

From this marketing research, I have understood the importance of the marketing mix. I have learnt to take the decisions regarding the 4ps of a marketing and the following things too :

  • Gathering information & analysing the market
  • How to design a product
  • Branding, labelling and packaging of a product
  • Pricing a product
  • Marketing and promotion of a product, etc.

BIBLIOGRAPHY:

  • https://www.Kbmanage.com/concept/marketing-management
    https://www.iobnet.co.in/iobpay/entry.do?dislinkmerid=DCADEL&dislinkcatcd=EDU
  • https://en.m.wikipedia.org/wiki/zomato
  • https://www.investopedia.com/terms/f/four-ps.asp
  • https://www.stalista.com/outlook/374/119/online/food-delivery/india
  • https://www.livemint.com/technology/tech-news/indian-online -food-delivery-market-to hit-8-by-2020-report.html

CERTIFICATE:

This is to certify that of class —of—-school, has completed his project under my school supervision. He has taken proper care and shown the utmost sincerity in the completion of this project. I certify that this project is up to my expectations and as per the guidelines issued by CBSE.

ACKNOWLEDGEMENT:

I would like to express my special thanks of gratitude to my teacher as well as our principal who gave me this golden opportunity to do this wonderful project in the topic which also helped me in doing a lot of research and I came to know about so many new things. I am really thankful to them. Secondly, I would also like to thank my family and friends who helped me a lot in finalizing this project within the limited time frame.

 

About Emadh Dawre

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