Midnight food station

1. SHOPPERS WAY

3.  Executive Summary
 Situation Analysis
 Goal
 Strategy
Tactics
 Implementation

4. EXECUTIVE
SUMMARY

5. Current Situation of Market
In Today’s world, people are travelling & moving
to new places due to their profession, to pursue
education or for the purpose of sightseeing. But
in new places they are unable to locate
restaurants that can provide them food at mid
Night.

6. SITUATION ANALYSIS

7. Company Overview
 This App addresses the needs of those customers
that are fond of travelling to new places and are
unable to find a place from where they can get food
any hour of the night
 In this App, while provide the customers to place
their order right online and it shall be delivered in
maximum an hour in and around the city.

8. Market Overview
Frequency of people being nauctual has increased
and it is still increasing and their needs ands wants
are increasing day by day.
So it is very necessary to introduce a app that can
cater to needs of such people.

11. Target Customers
Target Consumer segments will be all
Nocturnal people, who work at midnight
in offices and also students

12. GOALS

13. GOALS
 The main focus is to create a app that can navigate
places similar to other apps like Google Maps and can
also navigate places to where the order has to be
placed
 It aims to generate 1,000 users in 1 month & around
1,00,000 users in 1 year.
 It also aims to achieve 25,000 users using premium
version & 75,000 using free version at the end of 1
year.

14. STRATEGY

16. Customers
It caters to needs of those customers that travels to
different places and those who get hungry at
midnight.

17. Collaborators
COLLABORATORS

18. Collaborators
 Local restraunts.
Various Service Providers.
Transport Providers
 Advertising Agencies.
 Social Media & Networking Websites & Apps.

19. COMPETITORS

20. COMPETITORS
 food panda, Night panda.
They sort of work on the same lines but not
so strategically and fast.

22. COMPANY
 Software Section of company is focused to
build & improve apps to include new &
additional features.
 Marketing Section of company is focused to
promote app through social media &
networking websites & apps.

24. Points of Difference
This app will be regularly updated.
 It will provide analytics related to which which
area gets the fastest delivery and feedback of the
customers is recorded.

25. Value to
 Consumers – It benefit Consumer because it gives
them food and quick delivery .
 Company – Company is benefited and earns money
from consumers that buy premium version.

26. TACTICS

28. Free Version Features
 1 hour delivery time
Nothing complimentary.

29. Premium Version Features
Faster delivery
Occasional discounts
Complimentary Moji-tos

31. Prices & Incentives
 Monthly subscription - 1$ / month.
 Annual subscription - 6 $ / year.
 Monthly subscription is kept 1$ so as to encourage people to use app
and at the same time, try to position it as premium app.
 Annual subscription is kept 6$ so as to attract those customers that are
on frequent travelling.
 Our first target will be to increase consumer base & when the app has
gained popularity and people have become habitual in using it, prices
can be slightly increased.

33. Social Networking Websites

34. Social Networking Apps

35. Blogs

36.  Incentives will be given to those customers that will
refer this app to their friends.
 Incentives will be given to loyal customers for their
loyalty.

37. PLACE (DISTRIBUTION)

38. This App is distributed using Google Play Store

39. IMPLEMENTATION

40.  Software DevelopmentTeam –Team of 10 software engineers will be
responsible for developing & updating App with new features.
 MarketingTeam –Team of 6 marketing managers will do market analysis,
analysing consumer behaviour & its competitors.
 OperationTeam –Team of 10 managers should make sure that operation is
running efficiently & check if any changes should be made to make it more
efficient.
 FinanceTeam –Team of 4 finance managers should make plan of how much
money has to be invested for different activities of company.

41. First 1 year will be spend to collect database & studying market.
During this year user interface will be developed & basic form of
App will also be developed.
Then in next 3 months database, user interface will be integrated
to develop complete App.
 Then App will be launched in Google Play Store and then next 3
months will be spend in promoting the App among consumers.
 Then database & additional new features will be updated
regularly in the App.

43. FINAL PROJECT IS CREATED BY
Mohit Jain
DURING MARKETING
INTERNSHIP UNDERTHE
GUIDANCE OF
PROF. SAMEER MATHUR
IIM - LUCKNOW
DISCLAIMER