a complete imc campaign of foodpanda
TRANSCRIPT
Marketing 202
Course instructor:Sherina
idrish(seh)
Submitted by:NAME ID
Ashir Intesar Ahmed 1310701030
Rifat Bin Wadud 1310693630
Rafiun Nabi 1310140630
Erteza Ahmed 1310395630
Afroz Alam Trina 1310064630
Amran Hossain 1230783030
OverviewFoodpanda was launched in 2012 in
BangladeshHeadquartered in BerlinOperates in more than 40 countries Target population of over three billion Foodpanda will soon expand its delivery
service to other big cities like Chittagong, Cox’s Bazar and Sylhet
15,000 restaurants in 36 countries around the world.
SWOT AnalysisSTRENGTH S Worldwide brand image is good Quick delivery Trained people for making
delivery International company thus
leading to better understanding in doing business
Good organizational structure and managers
Better customer support Wide range of restaurants
offered Delivery is free if minimum
quantity is ordered
WEAKNESSESOrders only available
from restaurants that are located in the zone of the order placed
Need to be able to use internet based communications
Low awareness of brand or low marketing
Quantity required for free delivery may be a bit more for one person
SWOT AnalysisOPPORTUNITIESPioneer in food
delivery businessGrowing market for
potential customersIncreasing market
shareOnly few other food
delivery businesses
THREATSPresent customer base
is lowIncreased obesity rate
in BangladeshIncreasing potential
competitorsNegligence of
potential competitors
STRENGTHS OF HUNGRYNAKI.COM
Time framed deliveryTrained people for
making deliveryOwners are from
BangladeshDelivery cost is fixedTrained delivery man
WEAKNESSES OF HUNGRYNAKI.COM
No free deliveryLess experienced in
doing businessRange of restaurants
offered is low
SMART OBJECTIVES
Increase awareness of Foodpanda in Dhaka and Chittagong by 40% among the target audience within the next 1 year.
Increase awareness of new food brands by 20% in the next 6 months.
Increase market share and position Foodpanda as the leading brand in the market.
Encourage consumers who haven’t ordered from Foodpanda recently.
POSITIONING
PRODUCT BENEFITS: Quick deliveryA wide variety of productsDelivery to any location in Dhaka and Chittagong
Tag line“Whenever, wherever we will be there
however”
PRODUCT MIX
Foodpanda
Fast FoodBeef Burger
Chicken Burger
Indian CuisineMutton Korma
Chicken Dopiaza
Thai CuisineBeef Chili
Thai Soup
Product Mix Depth
Product Mix Width
Product Mix Length
Value PropositionsCustomers can easily order using internet.Target market could order through their cell
phone asloFoodpanda’s delivery men are smart, well-
trained and they have very good communication skill.
Foodpanda is punctual. Delivering the ordered food in time is their paramount importance.
Customers’ NWDFoodpanda extending its helping hands to
reach their needs.Foodpanda delivers food timely in a hygienic
way, so that people can enjoy their food in their very own ambience with sheer pleasure.
Foodpanda facilitates their target market by delivering food within the ability of target market.
Integrated Marketin
g Communications
STEP 1: IDENTIFYING THE TARGET AUDIENCE
Demographic
age Individuals in the age 7-60+
Income 35,000+
Occupation Business, corporate and students
Education Knowledge about technology based communication
Psychographic
Preference service quality, relevance, price, availability, augmented services etc
Social class Middle & upper
Behavioral
Occasion
birthday parties, official events, anniversary, other related events
Benefits quality/service/speed/etc
User status non user/ex user/potential users/ first time users/etc
Loyalty It could build better relationship with customer.
STEP 2: DETERMINING COMMUNICATION OBJECTIVES
Advertising
Interactive
Marketing
Direct Marketing
Sales Promotion
Publicity
Awareness 40% within 6 months
50% within 12 months
30% within 6 months
Null 25% within 12 months
Knowledge 20% within 6 months
30% within 12 months
15% within 6 months
Null 20% within 12 months
Liking 15% within 8 months
20% within 12 months
10% within 6 months
15% within 6 months
10% within 6 months
Preference 10% within 8 months
15% within 12 months
8% within 6 months
13% within 6 months
8% within 6 months
Conviction 8% within 8 months
10% within 14 months
6% within 6 months
10% within 6 months
5% within 6 months
Purchase 5% within 8 months
7% within 14 months
5% within 6 months
8% within 6 months
4% within 6 months
STEP 3: DESIGNING A MESSAGE APPEAL
The appeals chosen are:Emotional appeal.Informational appeal.
STEP 4: DESIGNING A MESSAGE STRUCTURE
WHETHER OR NOT TO DRAW A CONCLUSION: YES
MESSAGE FORMATDress: colorful and applicable to young generationVoice: low pitched and calm in one segment and loud
and stressful on the next.Sounds: soothing background music representing love
at the beginningEnvironment: remote, beautiful and natural
environment
STEP 5: CHOOSING MEDIA
NON PERSONAL MEDIA:Advertisements shown in televisions.
PERSONAL MEDIA:Internet marketing
STEP 6: SELECTING MESSAGE SOURCE
SPOKESPERSONNo specific recommendation
LOGO
STEP 7: INTEGRATING OTHER TOOLS
SALES PROMOTION:CouponsPrice-offs DIRECT MARKETINGPhone callDirect mailPUBLICITY/PUBLIC RELATIONSFree t-shirts
STEP 7: INTEGRATING OTHER TOOLS
SUPPORT MEDIAAerial advertisingTransit:
REFERRAL MARETINGSpecial discounts
PRICING
PRICING STRATEGY (B2B)Value-added pricing
PRICE ADJUSTMENT STRATEGY (B2C)Zone pricing
LOCATION AND DISTRIBUTION
Manufacturer(Restaurants)
Distributor (Foodpanda)
Consumer
PHYSICAL EVIDENCE
We choose TVS pep+ scooter to deliver foods
DESIGNING THE TVS PEP+ SCOOTERHave to be redHave to add airtight boxes for carrying the
foodBrand logo on the box and scooter
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