Created by Parth Desai, National Institute of Technology, Agartala, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.

1. WeBoozeAbaratyourdoorstep.
Marketing plan for

3. Executivesummary
SituationAnalysis
Goal
Strategy
Tactics
Implementation

4. 1.ExecutiveSummary

5. ExecutiveSummaryInthepasttwodecadesthenumberofpeoplewhohaveconsumedalcoholhasmoved
from1in300to1in20inIndiansub-continent.
AccordingtoincreasingcultureofdrinkingandhousepartiesinIndia,thereisaneed
ofonlinealcoholdeliveryservice.
Theideaistomakealltypesofalcoholavailabletothecustomeronlinethrougha
web,androidandiOSapplication.
Theserviceincludesfindingvarioustypesofalcoholsanddrinksonlinethroughthe
brandname,alcoholtype,importedalcoholsandprice.
WhileconcerningtheIndianconsumermarketthereisnocompetitorsofar.

6. WhatisWeBooze?
 WeBoozeisthebest waytosearchforandorder alcoholatyourdoorstep.
 It's aeasy-to-use social boozedeliveryappthatletyouexploreallthe
drinking optionsavailableinyourcityanddeliveritatyourdoorstep.
 You canalsoorder importedalcohols fordelivery,withthousandsofimported
drinks tochoosefrom.
 TheWeBoozePremium appwithaneasy-to-useinterfaceandpowerfulfeatures,
helpstheconsumerstoexplorevarioustypesofimporteddrinks fromdifferent
countries andgetthedeliveryoftheselectedproducts asfastaspossible.

7. Situation Analysis

8. Overview Thecompanyistotallynewin thefield ofonline
boozedeliveryservices.
 It will haveauniqueplaceintheIndianconsumer
marketastherearenocompetitors ofitsnature.
 Itdoesn’t haveanymarketcompetition in Indian
consumermarket.
 /thecompanywillfacethechallengetobringthe
olderagegrouponboard.

10. Strength Weakness Opportunities Threats
Numerous
UsefulFeatures
Offersand
Discounts
Increases
conveniences
Strongbrand
position
NoAwareness
Lowbudgets
Less targeted
cities(Only5)
NoAccessibility todry
states
Technological
advancement
Pursuegrowth
overseas
Expandservicesto
othercities.
Technicalfailure
Economicslowdown
Morecompetitorscan
comeupwiththesameidea

11. Segmentation

12. Demographics
Age : 21to70Years.
Socio-Economic
Classification :
A1,A2,B1,B2.
Gender :MaleandFemale.
Income : Middle,UpperMiddleandHighClass.

13. Geographics
 Cities : ClassI,ClassIIandMetrocities.
Psychographic
 Lifestyle : Culture,Indoor oriented.

14. Goals

15. 1Milliondownloadsin1yearofthefreeversion’s
launch.
Becomethemostvaluedbrandin5years.
CostofPremium$10permonth
TotalRevenue Expected=$30,000permonth

16. Feb
‘17
Feb
‘18
May
‘17
Sept
‘17
200+LiquorshopsListed
10,000+USERS
50+Liquor shopsListed
5000+USERS
500+ Liquor shops
Listed
50,000+USERS
In5cities
APPLAUNCH

17. 500,000+USERS2000+ Liquor shopsListed
2nd FiscalYear
200,000+USERS
1000+ Liquor shopsListed
1st FiscalYear
100,000+USERS
Feb
‘20
Feb
‘19
Feb
‘18
Jan
‘18
CONVERSIONRATE
RANGESBETWEEN1-1.5%.

19. ValueValue
ValueValue
Context
CollaboratorsCustomers
Competitors
Company
Value
Value
TargetMarketAnalysis
(6-VFramework)
Customer
value
Collaborator
value
Company
value
OVP
Value-PropositionModel
(3-VPrinciple)

20. TargetMarkets

21. ConsumerNeeds/Wants
Friends’ reunionorafamilyGathering: Searchforlocalboozeandorderthe
besttogetit deliveratyourdoorstep.
TouristsandTravelers:Searchthe localspecialties andorderatanyplaceto
getit deliver.
LocalBarsandPubs:EnjoyLocaldrinks ofdifferent localbarsandpubsatyour
home.
Imported Booze:ToenjoytheVastVariety ofImportedBoozeatconsumers
doorstep.

22. Collaborators
Supplier
Chain
Bar
Owners
Pub
Owners
Liquor Shop
Owners WeBooze

23. GlobalMarketCompetitors

28. Tactics

29. Whyisourproduct
attractive?
 BrandNewFeatures
 Discountsandofferings
 CloudRecordkeeping
 LessWaitingtime
 DoorDelivery
 ImportedProducts

30. BrandWewillpositionourappinthemindsofthetargeted
consumersas“Solutiontoalltypesofhunger”.
Oneofthemostreliableexplorerfortheboozeand
fastestonlinefooddelivery.
Wanttogetbooze?Theonlythingyouneedis
WeBooze.
Forbar,liquorshopandpubownersWeBoozewill
providethebestplatformtomarkettheirdrinkswith
nominalcharges.

31. Communication

32.  Promotionbypartners
 SocialMedia
 Memes
 MailstoContactlists
 SEO
 ApproachToBloggers andVloggerstowriteaboutourproduct.
 Giftcardsandofferings.
 Flashmobs.
 Banners.
 Guerrillamarketing
Communication

33. Distributionchannels
PlayStore
AppStore
WindowsStore
WeBoozeWebsite
Websitesof partners

35. OrganizationalStructure
CEO
ChiefFinancialOfficer
HeadofMarketing
ChiefTechnicalOfficer
GlobalHeadOfCommunications
HeadofBusinessDevelopment
Chief Product Officer
Marketing-Sales Team
Technical Team
Communication Team
Content & ConsultingTeam
DesignandDevelopment Team
FinancingTeam

36. Bea====
PHASE
1
App Testing&
Official Launch
Customer Feedbacks &App
Updates
PHASE
2
Pitchingtotheclients,
building networks,
contracting andpayment
collection.
PHASE
3
Maintain financial levels
ofperformance and
records.
PHASE
4
Develop strategiesto
enternewcities &
StrategicManagement
BusinessProcessandscheduling

38. Cheers!
Until
then

39. DISCLAIMER
CreatedbyParthDesai,National InstituteofTechnology,Agartala,
duringamarketinginternshipby Prof.Sameer Mathur,IIMLucknow.