THE MARKETING BOWL’2024

IIM SIRMAUR FOODIE FRESH

Redefining the organic food landscape

TEAM BVB INCISIV

Aditi Bhardwaj | Maanika Bhardwaj | Virat Vaibhav
Shaheed Sukhdev College of Business Studies, University of
Delhi

Value Proposition Expansion Strategy & Collaboration Proposed Strategies Feasibility Analysis
VALUE PROPOSITION: REPOSITIONING THE BRAND
Optimizing growth by the vision, “Where Freshness meets Flavour!” by analysing different consumer personas

TRANSFORM Transforming the partnered ANALYSING THE DIVERSE CUTOMER SEGMENT

DIVERSIFY farms into farm therapy
wellness centres
Wide range of services
OFFERINGS
offered covering the
INTRODUCIN aspects of local farming
G FOODIE MARKET
They will cater to the
needs of different
FRESH personas of customers
THERAPY REVENUE Revenue will be generated
on an hourly basis with the Sam, a corporate employee A GenZ city raised couple Mehta family, residing in NCR
PROGRAMME pre-scheduling taking
Pain Points: Hectic week, Pain Points: Decent Pain Points: Weekend
place digitally on our UI
corporate slavery, burned purchasing power, high outings, culture blends,
Expanding into the dairy sector will out, need steam off MPC, peace and tranquillity health consciousness
ROPING INTO further help as the frequency of
DAIRY orders placed in dairy sector are
much more and will increase the
POTENTIA PROJECTE POTENTIA
SECTOR consumers’ activity period L D COSTS L
Bifurcating into
new segments
Collaborations with local ‘Gaushalas’ REVENUE ≈ 17.14 L RETURNS
≈ 34.70 L ≈ 17.55 L
can help us achieve this objective

He shares his referral The chain linkage programs

He places his first link to his acquaintances will help expand our
order of meal kit #SAMGOESFRESH customer base
APPLICATIO
N OF
REFERRAL
Sam comes across our Upon every new sign up with Sam’s
LINKAGE app and its offerings
He unlocks a reward of a
PREMIUM MEAL KIT, virtually referral code, virtual manure will be
growing, to be available in 10 days added, reducing the time period

Value Expansion Strategy & Collaboration Proposed Strategies Feasibility Analysis Appendix 1
SPREADING WINGS ACROSS INDIA: EXPANSION STRATEGY AND COLLABORATION
Spearheading awareness by strategically expanding into potential markets & collaborations with famous brands

EXPANDING PAN INDIA (FOCUSING ON NORTH & WEST) COLLABORATIONS WITH OTIPY ≈ NET
CHANDIGARH PROFIT
GURUGRAM & DELHI-NCR CONNECTION Otipy is headquartered in Gurgaon,
Fosters a growing food BUILDING WITH fulfills 15K+ orders across cities
Prime location, burgeoning
processing industry, OTIPY such as Delhi-NCR, Sonipat, Meerut.
economy and well-planned
leveraging its strategic
infrastructure. With excellent
location, skilled COLLABORATION Both the firms working in similar
road and metro connectivity, it
workforce. & tangents can use each others
has a large working population.
CHANDIGARH
OUTSOURCING established markets. FLYING
GURUGRAM
TAPPING Otipy serves has a hold in
BEAST &
DELHI THE SIMILAR Ahmedabad whereas it functions FAMILY
AUDIENCE well in Gurugram & Delhi- NCR.
Foodie Fresh can outsource its
≈ Rs 53.76 L
AHMEDABAD MULTIPLE-
operation with the help of Otipy
AHMEDABAD One of the fastest- CITY
and enlarge its market.
growing metropolitan OPERATION
areas in the country,
MUMBAI emerging as a hub for ALIGNMENT WITH INFLUENCERS FOODIE FRESH
PUNE technology,
manufacturing, and Collaborating with content creators like Flying Beast, can
innovation help Foodie Fresh target more than one type of audience.

MUMBAI & PUNE Improves Brand Perception to help Foodie Fresh position
Famed dabba service The food and grocery market is on track to itself as a provider of farm-fresh, high-quality meal kits,
delivers homemade meals hit a whopping $1.6 trillion by 2030, with a improving its brand perception amongst the consumers.
efficiently, reflecting the steady growth rate of 10.9% from 2020 to
city's culinary culture, 2023, it is predicted that the food services Building trust and credibility: By partnering with a trusted
convenience, and tight-knit market to rise to $78.8 billion by 2026. and respected figure like Gaurav Taneja, Foodie Fresh
community traditions could build trust and credibility with potential customers.

Value Expansion Strategy & Collaboration Proposed Strategies Feasibility Analysis Appendix 2
PROPOSED STRATEGIES TO ENGAGE MAINSTREAM AUDIENCES
Integrate WhatsApp Business API, Referral Systems & the student cream of IITs as a key differentiating factor
FOODIE FRESH
REFERRAL MARKETING
LIVE PROJECTS WITH PROGARMME WABA INTEGRATION
IIT STUDENTS Foodie Fresh gets closer!
Share the Freshness, Reap the Rewards <3 WhatsApp your way to Gourmet
From IIT Labs to Your Table: Collaborating Refer a friend today!
for Freshness, Quality, & Innovation! The WhatsApp Business API acts as a backend
mechanism that allows businesses to manage and
Website Upgradation LOCK-IN REFERRAL automate their conversations on WhatsApp.

The skills & knowledge possessed by This will incentivize the existing customers to Potential Benefits & Offerings
IITians will help upgrade the app & web spread word about Foodie Fresh to gain free
experience, expand its reach to a wider rewards by self-motivated virtual icons (manure) Order tracking & Feedback LOW HIGH
audience, at relatively very low costs. Personalised Attention to clients LOW HIGH
FAST-PACED UNLOCKING Stand out in competitive market
Implement Predictive Analysis LOW HIGH
With every purchase by the user or Efficient Contact Management LOW HIGH
Utilizing analytics to combine customer registration through his referral code, the
growth plan along with historical demand virtual icons grow at a faster pace. What Unique does WABA offer?
data and market conditions to prepare
weekly sales and procurement forecast at
Integration of Embedded clickable
SKU level REALISED IMPACT CRM software CTA buttons
 High Trial subscriptions
 Increased Awareness
 Key differentiating factor

Mockup
Dashboard The costs incurred for such integration are pretty low
Sample Virtual Icons displayed
≈ ₹ 85,000 for 12 months (1020$)

Value Expansion Strategy & Collaboration Proposed Strategies Feasibility Analysis Appendix 3
SOLUTION ASSESSMENT & FEASIBILITY ANALYSIS
Formulating a Prioritized List for all Proposed Solutions accompanied by Feasibility Analysis
PARAMETERS OF ASSESSMENT
POTENTIAL OVERALL
INVESTMENT COMPLEXITY OF DURATION OF ANALYSIS ATTRACTIVENESS
SOLUTIONS REQUIRED DEGREE OF IMPACT IMPLEMENTATION IMPLEMENTATIO METHOD
(Capex: Small/Medium/Large) N
(Rankings 1-6: Longest to Shortest)

FOOD FRESH X Profitability

Medium Medium
FLYING BEAST LO HIG 2nd Analysis,
W H
Conversion Rates
FOOD FRESH X Media
Small Low
OTIPY LO HIG 3rd Engagemen
W H
t
REFERRAL Consumer
Medium Medium
PROGRAM LO HIG
4th
W H
Expansion

FARM THERAPY Small Revenue

Medium
LO HIG 1st
W H
Analysis
EXPANSION Adaptability
Large High
STRATEGY LO HIG 6th
W H Assessment
Feedback
WABA API Small Low
Analysis
LO HIG 5th
W H

Value Expansion Strategy & Collaboration Proposed Strategies Feasibility Analysis Appendix 4
APPEND
IX
APPENDIX: SOURCES

• https://yellow.ai/blog/whatsapp-business-
api/#:~:text=The%20WhatsApp%20Business%20API%20acts,or%20systems%20businesses%20already%20use
• https://www.hubspot.com/products/cms?hubs_content=www.hubspot.com/&hubs_content-cta=nav-software-cms
• https://sbccimplementationkits.org/service-communication/service-communication-implementation-kit/operational-
considerations/define-linkages-and-referral-mechanisms/
• https://targethiv.org/sites/default/files/media/documents/2020-10/Optimal_Linkage_age_cqii.pdf
• https://www.coinmen.com/wp-content/uploads/2021/09/The-Food-Processing-Sector-In-India-A-Brief-Overview.pdf
• https://www2.deloitte.com/content/dam/Deloitte/be/Documents/future_of_food_2022_consumer_deloitte_be_repo
rt_en.pdf

Value Expansion Strategy & Collaboration Proposed Strategies Feasibility Analysis Appendix 5
 APPENDIX: RISK MITIGATION
A Proactive Approach to Mitigating Risks for a Safer Future

RISK EXPLANATION MITIGATION

• Expanding to new dimensions

Implementatio • Maintaining a capital light business aka
and landscapes can prove to
an asset free business as the business
n cost & be capital heavy and cause
1 Complexity immense pressure on the
will operate at both marketplace and
online retail channels and apps
business

4 1
• Introducing new landscape • The new dimensions will not be introduced
Cannibalizatio
may divert the customers in a hap hazard manner, rather, they will
2 n of Existing from the existing model be introduced in an orderly manner that
Offerings and create hassle will help the existing consumer base cope
IMPAC

•
T

• Relying heavily on online Diversify marketing efforts across multiple

3 Dependency on channels may limit outreach, online platforms.
3 Online especially if certain • Explore offline channels and hybrid model
platforms become less • Stay adaptable to changes in user behaviour
Channels
popular or face disruptions. and platform popularity.
risks
2 • Develop a detailed marketing plan with clear
Marketin • There's a risk of goals and KPIs.
g Strategy execution challenges or • Monitor and measure the effectiveness of
4 Execution misalignment with the marketing campaigns regularly.
Risk target audience. • Stay agile and adjust the strategy based on
PROBABILIT real- time feedback and market response.
Y

Value Expansion Strategy & Collaboration Proposed Strategies Feasibility Analysis Appendix 6
APPENDIX: POTENTIAL REVENUE GENERATION [1/2]: FOODIE FRESH X FARM THERAPY
POTENTIAL REVENUE - FOOD FRESH X FARM THERAPY Rationale
Revenue (In INR)
INITIALLY FOR Ahmedabad

Population of the city 88,54,000 Census of India

Population of ideal locations ~2700000
People willing for organic farming 32% https://www.statista.com/statistics/1008594/india-willingness-to-spend-on-organic-food-products/
Potential Customers 18,36,000

GenZ and Millennials ~6,42,600 Census of India

Lower and middle income groups 70% https://www.statista.com/statistics/1008594/india-willingness-to-spend-on-organic-food-products/

Potential market 1,92,780

Actual Acquirable Market ~10% (Based on Industry Standards)

Obtainable Customers 19,278
Average Pricing per Customer Rs. 180

Potential Revenue ₹ 34,70,040

Variable Cost 35% (Based on Industry Standards)

Fixed Cost 5,00,000 (Based on Industry Standards)

Total Costs ~ ₹ 17,14,500.00

Net Profit ₹ 17,55,540.00

Value Expansion Strategy & Collaboration Proposed Strategies Feasibility Analysis Appendix 7
 APPENDIX: POTENTIAL REVENUE GENERATION [2/2]: FOODIE FRESH X FLYING BEAST
POTENTIAL REVENUE – FOOD FRESH X FLYING BEAST (3 months)

Rationale
Revenue (In Inr)
LinkedIn 25,000
Instagram :-
Followers 39,00,000
Youtube 88,90,000
Total Following 1,28,15,000 Considering an overlap of 20% of the total followers on all the platforms
Total Followers Overlap 20%
Total Addressable Followers 1,02,52,000
Total Active Engagement 2% As per industry standards
Total Active Followers 2,05,040
Followers converted to take our Course 5% As per industry standards
Through referral

Average Order Value from each referral ₹550

Potential Revenue Generation from Collaboration (for 3 months) ₹ 56,38,600.00

Cost Breakdown :-
(for whole project of 3 months)
Influencer Fee ₹ 1,50,000 (Based on Industry Standards) https://wdcweb.com/blog/influencer-marketing-costs-in-india/
Royalty 2% of Revenue Industry Standards

Total Cost ₹ 2,62,000.00

Net Profit ₹ 53,76,608.00

Value Expansion Strategy & Collaboration Proposed Strategies Feasibility Analysis Appendix 8
APPENDIX: PRIMARY SURVEY [1/2]

Have you ever consumed organically grown food? Do you think Zepto is bigger than Dunzo, or not if asked
randomly as per marketing?

Will you be looking to work for a delivery service for

extra earnings as per your convenience time slot?

Value Expansion Strategy & Collaboration Proposed Strategies Feasibility Analysis Appendix 9
APPENDIX: PRIMARY SURVEY [2/2]

Do you think Quick Commerce industry will die out in

the near future?

What should Dunzo invest on?

a) Marketing b) Inventory Enhancing

Sample
Marketing
Campaign by
Foodie
Fresh

Value Expansion Strategy & Collaboration Proposed Strategies Feasibility Analysis Appendix 10
THANK
YOU!