cookery website
Post on 06-Apr-2018
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INTRODUCTION NPD - key to survival & growth in market
Lesser time to establish new e-commerce venture
Speed not only factor for success
Product Launch - final stage of NPD process
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SCOPE Part- I Stages of NPD
Part- II Fundamentals of Product Launch
Part III Marketing Plan for a New CookeryWebsite
Conclusion
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NPD PROCESS Idea Generation
Idea Screening
Concept Development
Marketing Strategy Development
Business Analysis
Product Development
Test Marketing
Product Launch
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FUNDAMENTALS OFPRODUCT LAUNCH
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WHAT IS
COMMERCIALISATION Introducing a new product into the market
Timing is critical for success
Heavy promotional expenditure at launch
Pricing options skim or penetration ?
Targeting & positioning of products
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T h e C o n s u m e rA d o p t i o n P r o c e s s
Awareness
Interest
Evaluation
Trial
Adoption
Pro
b
a
b
il
ity
Time
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Factors Influencing
Consumer Adoption Process
Readiness to Try New Products
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Personal Influence
Characteristics Of the Product
Relative Advantage.
Compatibility
Complexity
Divisibility
Communicability.
Other Characteristics
Organisations Readiness to Adopt Innovations
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MARKETING PLANFORNEW COOKERY WEBSITE
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P R E R E Q U I S I T E S F O R AS U C C E S S F U L W E B S I T E
Synchronisethe
strategies
Assess thecompetition
Focus oncustomer
Get PersonalContent Is
King
Safety &Security
TechnicalViability
Get Back ToBasics
Learn FromOthers'
Mistakes
Create aTraffic Jam
Create
Awareness
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LAUNCH: NEW COOKERY
WEBSITE
Timing:- Major TV reality show like Master Chef
Major festival like Diwali
Target Market:-
Housewives Aspirants - cookery reality shows & TV competitions
Working Women : Variety but limited time for cooking
Bachelors interested in occasional self cooking
Persons with cooking as a hobby
People planning menu for a theme party Health/ calorie conscious eaters
Speciality menus : microwave, baking, regional &international cuisines
People interested in presentation aspects of dishes
Mothers with young kids : taste, nutrition & convenience
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Market Segmentation. The target market can
be segmented on demographic basis into the
following:-
Family size or life cycle
Occupation
Religion
Generation.
Behavioural
Segmentation Matrix. Next slide
LAUNCH: NEW COOKERY
WEBSITE
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LIFE CYCLE OCCUPATION RELIGION GENERATION BEHAVIOURAL NATIVITYREGIONAL
MENUS-MIDDLE AGED
-BACHELORS-HOME MAKERS. -PREVIOUS -PERSONAL
LIKINGS.-REGIONAL
POPULACE.
SPECIALITYMENUS
- INTEREST ED
MIDDLE AGEDHOME MAKERS.
PROFESSIONAL
CHEFS
--YOUNG, UP
MARKETGENERATION
-PERSONAL
LIKINGS.
-HOBBYISTS. -
THEME MENUS --PARTY
ORGANISERS/
EVENT
MANAGERS- -
-THEME PARTY
ORGANISERS-
CALORIE
CONSCIOUS
MENUS
-MIDDLE AGED/
OLD AGED.-HEALTH
WORKERS.
-CARE GIVERS. -- YOUNG/
MIDDLE AGED-CALORIE/
FITNESS
CONSCIOUS -
CONVENIENT
NUTRITION --HOME MAKERS.
-WORKING
MOTHERS. --YOUNG AND
MIDDLE AGED.-COOKING
HOBBYISTS.-
NAVRATRA/
RELIGIOUS
MENUS
-ALL. -ALL. - ASAPPLICABLE.
- ALL - BELIEVERS. -INDIAN.
EXOTIC MENUS -PROFESSIONAL
CHEFS -YOUNG PERSONAL
LIKINGS.
-HOBBYISTS.-
INTERNATIONAL
MENUSALL ALL
-YOUNG AND
MIDDLE AGEDPERSONAL
LIKINGS.
-HOBBYISTSALL
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Tie-ups with major players in the food industry
Offer discount coupons for a ltd duration for these
products on the website
Use products of the partners in various recipes
Mass awareness - sustained promotional campaigns
Mass mail through advertising companies
Launch by celebrity chefs like Sanjeev Kapoor
Links in popular social networking sites
Online community or blogs
Cooking reality show winners to endorse website
Introductory Strategy
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Content
Attractively designed The following points will be helpful:-
Videos for all recipes for high bandwidth users
Good coloured images to illustrate every step
for low bandwidth users Multi lingual support
Classification based on regional, cookingmethod type of meal etc to make the contentrelevant and easy to find
Links to partners websites and vice versa
Relevant advertising for generating revenuewithout putting off customers
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LAUNCH OF COOKERY WEBSITE
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CONCLUSION Product development is an expensive process
Lot of time and money invested
Cookery website - very challenging task
Generating revenue - symbiotic relationships
with food and beverage companies
Success - acceptance and adoption by customers
Commercialisation prime importance
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