MARKETING

MANAGEMENT:
PRODUCT: FOOD DELIVERY SERVICE

By Shalaka Damkey
 INDEX

Acknowledgements 5
Introduction 6-7
Rationale 8
My Product 9
Unique Selling Point 10
Permissions and Licenses 11-12
Features of My Product 13-14
Competitors’ Analysis 15-18
Service Range 19-20
Tagline 21
Logo 22
Packaging 23-25
Distribution Channel 26
Labelling 27-28
Promotion 29-30
Transportation 31
Social Message 32-33
Bibliography 34
 ACKNOWLEDGEMENTS

I
I would like to express my gratitude to my teacher, Ms.
Saraswati, for providing guidance and support throughout the
project. Her valuable feedback and encouragement have been
instrumental in shaping my work and helping me achieve my
goals. I would also like to thank my classmates for their
contributions to the project. Their input and collaboration were
invaluable, and I am grateful for the opportunity to work with
such a dedicated and supportive group of individuals. Finally, I
would like to thank my family and friends for their unwavering
support and encouragement. Their understanding and patience
during the project have been essential, and I am grateful for
their love and support.

Thank you all for your contributions and support. I am grateful

for the opportunity to have worked on this project and the
knowledge and skills gained from it.
 INTRODUCTION

Online food delivery has emerged as one of the fast-

paced developments in the e-commerce space. This
sector has revolutionised the entire outlook of the food
industry as customers now have the privilege to choose
from a variety of cuisines anywhere anytime from a
range of restaurants visited online. Moreover, customer
flexibilities in the form of no minimum order value and
various options like internet banking, digital wallets and
cash on delivery have enhanced the convenience of all
consumer activities. The product can be either ready to
eat food (e.g., directly from a kitchen) or food that has
not been specially prepared for direct consumption.

In 2020, the Indian online food delivery market was

worth nearly three billion U.S. dollars. The delivery
market was expected to regain traction by 35 percent
to reach nearly 13 billion dollars by 2025.
 RATIONALE

As a student, undertaking a project that involves

the development of a delivery app can provide
numerous benefits and valuable learning
experiences for me. The rationale for choosing this
project lies in its relevance to modern society, its
potential for practical application, and the
opportunity for developing crucial skills. This helps
in addressing a relevant real-world problem,
delivery apps have become an integral part of our
daily lives, offering convenience and efficiency in
accessing goods and services. By developing a
delivery app, students can actively contribute to
addressing a real-world problem and improving
the lives of individuals within their community.
 MY PRODUCT-
Introducing DeliverEase - The
Ultimate Food Delivery App
DeliverEase is a cutting-edge food delivery app designed to
revolutionize the way people order and enjoy their favorite meals.
With an easy-to-use interface, advanced features, and
commitment to excellent customer service, DeliverEase aims to
provide users with a seamless and enjoyable food delivery
experience.

Deliverease is the ultimate delivery app that brings convenience,

reliability, and efficiency to your fingertips. Whether you need
groceries, restaurant meals, or any other products delivered,
Deliverease is your trusted partner. With Deliverease, we aim to
revolutionize the way you experience food delivery, offering
unparalleled convenience, choice, and a seamless ordering experience.
Deliverease is more than just a food delivery app; it's a gateway to a
world of culinary delights. Download Deliverease today and embark on
a delightful food journey from the comfort of your own home. Say
goodbye to hassle and hello to ultimate convenience with Deliverease,
your trusted companion for all your food delivery needs. Deliverease,
the innovative and comprehensive food delivery platform designed to
make your dining experience easier, more convenient, and downright
satisfying.
 UNIQUE SELLING POINT
1) Intuitive ordering:
DeliverEase offers a hassle-free ordering process. Users can
easily browse a wide range of restaurants, filter by cuisine,
view menus, and customize orders to their liking.

2) Flexible delivery options:

We understand that each user has unique requirements.
DeliverEase offers several delivery options, including standard
delivery, express delivery for faster service, and curbside
pickup on the go.

3) Partnerships with restaurants:

We partner with a variety of local restaurants, including
popular chains and hidden gems, to offer users a wide range
of cuisines and dining options. This promotes mutually
beneficial relationships and supports local businesses while
providing users with a wealth of choice.

4) Rating and Reviews:

DeliverEase allows users to provide feedback and ratings for
restaurants and delivery drivers. This helps maintain a high
standard of service and provides valuable insights for other
users when making their dining choices.

DeliverEase is committed to excellence, convenience and

great user experience. Our goal is to provide food lovers with
unparalleled service and personalized solutions to become the
most popular grocery delivery app.
 PERMISSION AND LICENSES

In most cases, the list of permits you will need depends on

your location, as various states and municipalities have
different laws. However, here’s a look at the most significant
licenses and permits you need to run an online food delivery
service application in India.

• E-commerce agreement: You will need to draft and sign

various such agreements with your vendors and suppliers to
establish and define your relationship.

• Health or Trade License: Most states require you to

obtain a Trade License from the Municipal Corporation in case
you are making the food yourself. These serve as an assurance
that your products are safe and hygienic.

• Business Registration: The best way to protect your

assets when running such an operation is to incorporate your
business. Depending on your requirements and scale, you can
opt to register as a Sole Proprietorship, LLP, or Partnership
Firm.

• Signage License: In case you want to promote your

business using advertisements, promotional signs, and logos,
you will need to get a signage license. The license essentially
gives you permission to advertise or publicise your venture
through the use of external methods, such as signs and
boards.
• Tax Registration: Depending on the income you generate
and the products you sell, you will need to register for tax
payments. First and foremost, you will need a GST registration
certificate to make the IT payments for your business. You can
also register with the MSME Udyam portal to receive various
government-mandated benefits.

• FSSAI License: One of the most significant permits

needed by any food business operator in India is the FSSAI
registration. If you wish to make the food yourself, you must
choose between an FSSAI Registration, State License, and
Central License depending on your income and area of
operation. In most cases, new businesses may start with a
basic FSSAI registration online. This remains valid for a year
and ensures consumers that the products sold are safe and
hygienic.

• Shop and Establishment License: Most states also require

businesses to obtain a Shop Act license. This license, issued by
the Department of Labour, takes about 30 days to obtain and
is state-specific.

Other Licenses and Permits Include:

• Trademark Registration to protect your brand identity.
• NOC from the Fire Department
• Environmental Clearance Certificate
• Employee Provident Fund Organisation Registration
• Employee State Insurance Corporation Registration
 FEATURES OF DELIVEREASE
• User-Friendly Ordering Platform: A user-friendly mobile app or
website interface that allows customers to easily browse menus, select
items, customize orders, and place their delivery orders.

• Menu and Restaurant Selection: Access to a comprehensive

database of partner restaurants with diverse cuisine options, menus,
and pricing information. Customers can explore various restaurants
and their offerings to find the desired food items.

• Real-Time Order Tracking: A feature that allows customers to

track the progress of their orders in real-time. They can view the status
of their order, estimate delivery time, and track the delivery driver's
location on a map.

• Secure Payment Options: Multiple secure and convenient

payment options, including credit/debit cards, digital wallets, and
online payment gateways. The platform should ensure the safety and
privacy of customer payment information.

• Delivery Customization: The ability for customers to customize

their orders, such as selecting specific ingredients, requesting extra
toppings or condiments, specifying dietary preferences or allergies,
and leaving additional delivery instructions.

• Delivery Scheduling: The option for customers to schedule their

delivery for a specific date and time according to their convenience.
This feature is particularly useful for pre-ordering meals for events or
ensuring timely delivery for busy individuals.

• Rating and Reviews: A system that allows customers to rate and

review their delivery experience, including the quality of the food,
delivery speed, and overall service. These ratings and reviews help
other customers make informed decisions and provide feedback to the
service provider.

• Loyalty Programs and Discounts: Incentives such as loyalty

programs, referral rewards, and discounts for frequent users. These
features encourage customer loyalty, repeat orders, and word-of-
mouth marketing.

• Customer Support: Access to customer support channels, such as

phone, email, or live chat, to resolve any issues or concerns related to
orders, payments, or delivery. Responsive and efficient customer
support is essential for providing excellent service and resolving
customer inquiries in a timely manner.

• Seamless Integration with Restaurants: Seamless integration with

partner restaurants' systems, enabling efficient order transmission,
automated order printing in the kitchen, and synchronized updates on
menu availability.
 COMPETITORS’ ANALYSIS
ZOMATO

Strengths
· First Service Providers
· User-friendly Interface
· Well Connected
· Strong funding
· Brilliant Marketing Strategy
· Leading Food Delivery Service

Weaknesses
· Security Issues: Over its tenure till now, the app has been hacked
several times.
· Inefficient Expansion
· Increased Competition
· Recent Losses

Opportunities
· Scope of Expansion in Future: Zomato needs to expand its reach to
various other countries, and it needs to establish its base faster.
· More Acquisitions
· Online Users: Companies like Zomato have a very lucrative
opportunity to approach new users and convert them into their
customers.

Threats
· Fragile Business Model Any new tech company with enough
knowledge and expertise in this field can now exploit the model.
· Policies by the Government
· Tough Competition
· Security breaches – The company faced security breaches in the
years 2015 and 2017.
 COMPETITORS’ ANALYSIS
SWIGGY

Strengths
· Wide Market Presence
· Strong Delivery Network
· Seamless User Experience
· Technology and Data-driven Approach
· Customer Loyalty and Engagement
· Strong Brand Image:
· Diverse Revenue Streams
· Focus on Restaurant Partners

Weaknesses
· Market Dependency
· Intense Competition:
· High Operational Costs
· Customer Loyalty:
· Restaurant Partner Relationships
· Operational Efficiency
· Regulatory Compliance

Opportunity
· Growing Marketplace
· Increase in Market Share
· More Service

Threats
· Fewer Customers
· Increasing Competitors
· Increase in Health-Conscious People
 COMPETITORS’ ANALYSIS
UBER EATS
Strengths
· Speedy delivery
· Flexibility in food delivery.
· A separate team of drivers handling Uber Eats deliveries avoids
overlap with regular Uber cab drivers.
· No hidden charges ensure transparency and consistency in price.

Weakness
· Restricted selection of restaurants.
· To know the reviews of restaurants, customers need to log in to
Yelp.
· The items under the “Uber Instant Delivery” menu are prepared
beforehand and kept in the driver’s vehicle. It is the reason why
customers throw food many times.

Opportunity
· Uber Eats is available in over 6,000 cities across 45 countries.
· Being a late entry in the online food delivery industry, Uber eats
got the chance to learn from others’ mistakes.
· Give customers the option to place orders in advance.

Threat
· Uber Eats is a new name in the online food delivery industry.
· Other major food delivery apps like Postmates partner with
Chipotle, Starbucks, and other famous companies.
 COMPETITORS’ ANALYSIS
GRUBHUB

Strengths
· New acquisition status
· Strong brand ranking
· Long Industry experience
· Strong distribution network and reach, wider food selection
· More payment options.
· Great performance in new markets

Weaknesses
· Consumer dissatisfaction
· Declining market share and brand ranking
· Huge losses

Opportunities
· Market Expansion
· Partnership with National Chains
· Integration with Point-of-Sale Systems
· Expansion of Delivery Network
· Focus on Subscription Programs
· Embrace New Technologies
· Enhanced Marketing and Branding

Threats
· Increased competition
· Shortage of top-talent and efficient employees
 SERVICE RANGE
Branching out a food delivery service involves expanding the
range of services or exploring new avenues to enhance the
customer experience and capture additional market
opportunities. Here are some ideas for branching out a food
delivery service:

1. Grocery Delivery: Many customers appreciate the

convenience of having groceries delivered to their
doorstep. Expanding your food delivery service to
include groceries can attract a larger customer base.

2. Meal Kits: With the rising popularity of cooking at home,

offering meal kits can be a lucrative addition to your food
delivery service. Create pre-portioned meal kits with
recipe cards and deliver them to customers. This allows
people to enjoy the experience of cooking while
eliminating the hassle of grocery shopping and meal
planning.

3. Specialty Cuisine: Differentiate your food delivery service

by focusing on specific cuisines or niche food markets.
For example, you could offer a delivery service that
specializes in healthy, organic meals, vegetarian/vegan
options, or international cuisines that may not be widely
available in your area.

4. Corporate Catering: Target corporate clients by

providing catering services for meetings, conferences,
and office events. Offer a diverse menu of options
 suitable for different dietary preferences and provide
efficient delivery and setup services to corporate
locations.

5. Subscription Meal Plans: Introduce subscription-based

meal plans where customers can subscribe to receive a
certain number of meals per week or month. This
provides recurring revenue and ensures customer
loyalty. Offer customizable plans that cater to different
dietary requirements and preferences.
TAGLINE
LOGO
 PACKAGING

Primary packaging
The primary package of the product will be provided by the
restaurant, that is the manufacturer or maker of the food.

Primary packaging in food delivery service refers to the packaging that

directly comes into contact with the food items. It plays a crucial role
in preserving the quality, safety, and presentation of the food until it
reaches the customer's doorstep.

• Food Containers: These are containers specifically designed to

hold various food items such as main courses, salads, soups, or
desserts. They come in different materials such as plastic, paper, or
aluminium, and may have compartments or dividers to keep different
food components separate.

• Beverage Cups: These are cups or containers used for holding

beverages like coffee, tea, soft drinks, or smoothies. They are often
made of paper or plastic and may come with lids and straws for spill-
proof transportation.

• Wraps and Pouches: Wraps, pouches, or bags are commonly

used for wrapping sandwiches, wraps, or snacks. They provide a
convenient and compact packaging option that is easy to handle and
transport.

• Bento Boxes: Bento boxes are traditional Japanese-style

compartmentalized boxes used to pack meals with various food
items. They are popular for their aesthetic appeal and the ability to
keep different food components separate.
• Bakery Packaging: Bakery items like pastries, cakes, cookies, or
bread may require specialized packaging to maintain freshness and
prevent damage during delivery.

• Sauce and Condiment Containers: Small containers or packets

are used to hold sauces, dressings, or condiments separately to
prevent them from mixing with the main food items.

• Sealing and Tamper-Evident Features: to ensure food safety

and customer confidence.

Secondary Packaging
Secondary packaging in food delivery service refers to the additional
packaging materials used to protect and maintain the quality of food
during transportation from the restaurant to the customer's
doorstep.

• Insulation: This helps maintain the temperature of hot or cold

food items, preserving their freshness and ensuring they are delivered
at the desired temperature.

• Padding and Cushioning: To prevent damage or spillage during

transit, secondary packaging may include padding or cushioning
materials such as bubble wrap, air-filled plastic bags, or foam inserts.
These protect fragile food items and help maintain their presentation
and quality.

• Sealing and Containment: Packaging materials like adhesive

tapes or seals are used to secure the containers and ensure that they
remain tightly closed during transportation.
• Branded Packaging: Some food delivery services use branded
secondary packaging as a marketing tool.

• Eco-Friendly Packaging: With increasing environmental

concerns, many food delivery services are transitioning towards eco-
friendly secondary packaging.

• Customized Packaging for Specific Food Items: Certain food

items require specialized packaging to maintain their quality.

• Clear Labelling: Secondary packaging may include clear labels or

stickers indicating the contents of the package, instructions, allergen
information, or any other important details that the customer needs
to be aware of.

Transportation Package
Transportation packaging will be a special bag that will be provided to
all deliverers which will help in maintaining the safe delivery of the
food. The specialised bag will be eco-friendly and biodegradable.
 DISTRIBUTION CHANNEL

PRODUCER CONSUMER
Direct Channel or Zero Level Distribution
Channel
In-house Delivery Fleet: Many food delivery services operate
their own in-house delivery fleet. They hire and train delivery
personnel who are responsible for picking up orders from
partner restaurants and delivering them to customers'
doorsteps. This direct distribution channel provides control
over the delivery process, allowing the company to maintain
service standards and optimize logistics.

Restaurant Delivery Personnel: In certain cases, restaurants

themselves handle the delivery of food orders. The delivery
service acts as an intermediary, facilitating the online ordering
and payment process, while the restaurant manages the
fulfilment and delivery. This distribution channel is commonly
seen in smaller establishments or those with their own
dedicated delivery teams.

Pickup Points: Pickup points or dedicated pickup locations

where customers can collect their orders. This option is
particularly useful in dense urban areas or locations with
limited parking, as it allows customers to conveniently pick up
their food orders without the need for doorstep delivery.
Labelling in food delivery services is an essential aspect of ensuring
clear communication, maintaining food safety standards, and
providing a positive customer experience.

• Order Labelling: This includes the customer's name, order

number, and any specific instructions or customization requested.
Clear labelling helps delivery personnel and customers easily identify
and verify their orders.

• Allergen Information: Food allergies and dietary restrictions are

crucial considerations in the food industry. Labelling should clearly
indicate any allergens present in the ordered dishes. The presence of
common allergens, such as nuts, dairy, gluten, or shellfish, should be
clearly highlighted on the packaging or included in accompanying
materials.

• Ingredients and Nutritional Information: Providing detailed

information about the ingredients and nutritional content of the food
promotes transparency and assists customers in making informed
choices. Additionally, nutritional information such as calorie count, fat
content, and protein content can be provided to help customers
manage their dietary preferences and requirements.

• Date and Time Stamps: To ensure food freshness and quality,

labels should include the date and time of preparation or packaging.
This allows customers to track the freshness of their food items and
make decisions accordingly. We also implement "best before" or "use
by" dates on perishable items to guide customers on consumption
timelines.

• Handling and Storage Instructions: Labels should include clear

instructions for handling and storing the delivered food. This is
particularly important for temperature-sensitive items to maintain
their quality and prevent foodborne illnesses.
• Branding and Packaging Labels: Food delivery services often
have their own branding, logos, and packaging materials. Including
branding elements on labels enhances brand visibility and creates a
cohesive customer experience. This can include branded stickers,
tape, or labels that reinforce the identity of the delivery service.

• Eco-Friendly Labels and Packaging: As sustainability becomes

increasingly important, food delivery services can consider using eco-
friendly labelling and packaging materials. Labels made from recycled
or compostable materials, as well as packaging materials that are
biodegradable or recyclable, demonstrate a commitment to
environmental responsibility.
 PROMOTION
Promotional strategies DeliverEase will use are:

1) First time user discount:

New to our food delivery service? We have a special treat for
you! Enjoy big discounts on your first order. Enter code
EASE10 at checkout to receive 10% off your total bill. A great
opportunity to try our services and discover a world of
flavours.

2) Weekly specials:
Make your week fun with our weekly special offers. Each
week, we feature a selection of restaurants and cuisines with
discounted prices and attractive bundle offers. From delicious
burgers to exotic sushi rolls, there's something for everyone.
Don't miss out on our limited time offers!

3) Refer a friend:
Share the joy of convenient dining and earn rewards! When
you invite a friend to our meal delivery service, you and your
friend get a $5 credit on their first order. It's a win-win
situation. They get delicious food, and you can get delicious
rewards.

4) Loyalty Program:
We appreciate your loyalty and want to repay you. Join our
loyalty program and earn points with every order. Redeem
your points for exclusive benefits like discounts, free delivery,
and even priority customer support. The more you order, the
more you earn.
5) Social Media Contest:
By following us on social media, followers can participate in
exciting contests and giveaways, enter the Foodie Photo
Contest, or tag their favourite dining moments for a chance
to win gift vouchers and free meals. They can use the hashtag
#DeliciousDeliveries to join the DeliverEase community.

6) Sale Promotion:
Keep an eye out for our exciting flash sale and app
notifications or subscribe to our newsletter to receive
exclusive offers and discounts during our limited-time flash
sales. Now's your chance to buy your favourite kitchen at a
bargain.

7) Partner discount:
As a valued customer, we partner with local businesses to
offer exclusive discounts and special offers. Just by being part
of our delivery community, you can get discounts on goods
and services ranging from dessert shops to gyms.

8) Advertisements and Sponsorships:

Advertisements on social media will help boost awareness of
sales and exclusive offers. Sponsorships with a recognised and
famous member of the foodie community.
 TRANSPORTATION
By focusing on efficient transportation methods, DeliverEase can
ensure timely and reliable delivery, increase customer satisfaction,
and build a reputation for excellence in the industry. The right
transportation strategy contributes to the overall success and growth
of the business while meeting customer expectations for convenient
and efficient delivery.

Fleet management:
Building a well-managed fleet of vehicles is essential to ensuring on-
time delivery. Depending on the scope of operation, this may include
cars, motorcycles, bicycles and even electric scooters. Regular
maintenance and inspections should be carried out to make sure that
the vehicle in good condition and to ensure that it meets safety
standards.

Route optimization:
Efficient route planning is essential to minimize delivery time and
maximize deliveries. route optimization allows you to determine the
most efficient route, considering factors such as distance, traffic
conditions and delivery timeframes. Optimized routes not only save
time and fuel, but also improve overall customer satisfaction.
 SOCIAL MESSAGE
Our food delivery service does more than just deliver delicious meals.
Our goal is to spread a positive social message through our business
operations and contribute to the well-being of our communities. Here
are some key aspects of our social messaging.

1) Support local businesses:

We attach great importance to cooperation with local restaurants,
cafes and eateries. By showcasing their culinary creations and
supporting their businesses, we contribute to the local economy and
help maintain a vibrant food culture in our community. We believe it
is important to maintain strong relationships with our partners and
promote their unique offerings.

2) Promoting diversity and inclusion:

We respect the culinary and cultural diversity represented by our
communities. Our food delivery service offers a wide range of dining
experiences, ensuring everyone can find something they love. We
value inclusivity and strive to create an environment where everyone
feels welcome and represented.

3) Sustainability and Environmental Responsibility:

We recognize the importance of environmental sustainability and
take steps to minimize our environmental footprint. We encourage
environmentally friendly practices such as using biodegradable
packaging and encourage our customers to choose minimal packaging
and explore sustainable shipping methods.

4) Giving back to the community:

We believe in contributing to the communities we serve. Through
partnerships and initiatives with local charities, we support causes at
hand. Whether it's organizing food drives, donating meals to those in
need, or participating in community events, we strive to make a
positive impact beyond our grocery delivery service.
5) Employee Benefits and Fair Treatment:
Our commitment to social messaging extends to our employees. We
offer fair wages, a safe and inclusive work environment, and
opportunities for growth and development. We believe that a happy
and motivated team leads to better customer service and a positive
work culture.

6) Food safety and quality:

Ensuring food safety and maintaining high quality standards are
central to our social message. We work closely with our restaurant
partners to implement strict food safety protocols to ensure that all
food served is of the highest quality standards. This commitment to
safety and quality is also conveyed to our customers, so that they can
enjoy their meals with peace of mind.

7) Customer Satisfaction and Happiness:

Our goal is to provide not only a convenient grocery delivery service,
but a comfortable and enjoyable experience. We actively listen
to customer feedback, promptly address any concerns, and
continually improve our services to serve society.

By embodying these social messages, we strive to be more than just

a food delivery service. Our goal is to have a positive impact on our
communities, the environment and the lives of our customers and
employees.
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