The presentation is prepared by Team Defaulters of IMT- Ghaziabad for Stage-3 of Casia2014

1. www.simplify360.com
Stage 3
Have
Your
Say
Team Name: Defaulters
Name of first member: Kamal Joshi
College Name: IMT Ghaziabad
Name of second member: Jyotsna Kaur
College Name: IMT Ghaziabad

2. BringMyFood.com IMT-G Defaulters
Unique Meal Delivery Service Performance And Objectives
Create A Buzz(2 Months Timeline)
Increase Brand Awareness Target 50,000 Orders
Target Working Professionals Various Social Media Channels
www.simplify360.com
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
Leverage Social Media
Create Online Conversations Around Their Service
Breakthrough Marketing Campaign Touch The Emotional Chord

3. Research To Undertake IMT-G Defaulters
www.simplify360.com
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

4. Channels To Integrate IMT-G Defaulters
www.simplify360.com
Facebook Page Allows
You To Show The Human
Side Of Your Business Through
One-on-one Conversations And
Non-business Interaction
100 Million Indian Users, 28%
growth last year
BEST FOR
Connecting
Sharing
 Targeted Ads can be created
 Facebook Promoted Posts
 Sponsored Stories/ Contests
 App for Campaign
 Built-in ad performance and
engagement measurement
tools
Twitter Is The Fastest
Way To Spread Thoughts
33 Million Indian Users
Second Largest
Social Media Platform
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
BEST FOR
SEO
BEST FOR
 To Upload A Video Build
On A Theme To Touch
Emotional Chord Of TG
And Share Across Various
Platforms

5. 2 Months Strategy(Whom/What/Where To Say) IMT-G Defaulters
 Getting Earlier Customers on social media
 Initiate Word To Mouth Marketing  Increase Sales
Step 1 :Integrate Website And Social Media Platforms
www.simplify360.com
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
Leverage G+ for SEO

6. Bringmyfood.com IMT-G Defaulters
Step 2 :Get the customer base to social media
www.simplify360.com
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

7. 2 Months Strategy(Whom/What/Where To Say) IMT-G Defaulters
Create a BUZZ Create A Social Media Campaign
www.simplify360.com
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
‘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

8. “Ghar Ka Khana” Campaign Steps IMT-G Defaulters
www.simplify360.com
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
Promoted Post Microsite Auto generated Hashtag post

9. 2 Months Strategy(Whom/What/Where To Say) IMT-G Defaulters
Media Content For This Phase
 2 weekly post related to ‘ghar ka khana’ campaign
 Weekly coupon code(10% off, 1 day expiry) on social
www.simplify360.com
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

10. 2 Months Strategy(Whom/What/Where To Say) IMT-G Defaulters
www.simplify360.com
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)
“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

11. 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
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Growth Rate
•Referral traffic to the websites from social networks
•This will indicate follower base is becoming more
relevant
Referral Traffic
•Number of orders made through Social Media posts as
a percentage of total traffic from Social Media
•Customer Acquisition Cost and sales generated
Conversion Rate
No of Likes and
shares/Retweets
• To know whether the content is attractive to TG or
not

12. www.simplify360.com
Stage 3
Have
Your
Say
THANK YOU