a complete imc campaign of foodpanda

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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