A MIDNIGHT FOOD

DELIVERY SERVICE
IN PUNE
By Group 1 | Section B
G15068 Anju Babu
G15087 Kumar Utsav
G15096 Pankaj Kumar
Goenka
G15108 Samudra Mukherji
G15119 Vivek Rai

Background
What is Night Foodie?
All Night (10 PM to 3 AM) Freshly cooked food delivery service in Pune
Order via Website and get food delivered within 40 minutes

Why Pune?
Education, IT & Manufacturing Hub with 62% population under age of 30
60% of the total population is urban
A quick stop-over for weekend holidays
Large proportion of Individuals staying alone away from Family

Segmentation
The segmentation was done based on following : Demographics

62% under age of 30, literacy > 86%, large proportion of young working professionals and
students, dual income families

Lifestyle

Fast paced, need quick solutions, work hard party harder, self motivated professionals

Income

High disposable income

Behavior

Instant decision makers, early adopters

Target customer
Night Shift Employees
Movie buffs
Party Animals
Late night sports viewers
Dual Income Families
Students (Bachelors)

Buyer Personas
Night Shift Employees
Background

These are the people who work in the call centres, IT industry etc. In their busy schedule,
it is difficult to find the place and time to grab a quick snack or meal.

Demographics

People of all working age groups and seniority levels. Income level will be medium to high

Identifiers

Professionals who have a busy schedule.

Goals

Convenient and quick delivery

Challenges
What can we do

Real Quotes

To convince them that they will get fast and assured service at their office premises and
they will not be disturbed so many times for re-checking orders and finding the location.
Emphasize on quick delivery. Grabbing the tasty food in between the chores would be
refreshing and energizing that helps them to keep going. Wide range of option for
caffeinated drinks
"I don't have enough time to go to the canteen and get a meal. I am really hungry and I'm
tired of this canteen food everyday. Can I have more options?"

Common objections

Slow delivery and not providing easy-to-use-and-throw packages

Marketing Message

Grab a quick meal and refresh your day!

Elevator pitch

"Are you running out of time to grab your meal while rushing for that important
presentation/meeting? We are here to serve you fresh hot food to help you keep going!"

Buyer Personas
Late Night Sports Viewers
Background

These are dedicated sports fans who stay up late to catch up on events.
May include seasonal watchers during World Cup/Olympics/International events held
during midnight of Indian time.

Demographics

Young to middle aged, mostly corporate professionals or high school & college students.

Identifiers

Sports fanatics

Goals

Hot, tasty food while watching late night football/cricket matches

Challenges

To convince the target that our offering is better than chips and other processed snacks

What can we do

Emphasize healthy alternatives to chips and cold drinks

Real Quotes

"I want to watch late night sporting events while munching on something tasty and
healthy"

Common objections

Not willing to wait for food.

Packaged snacks are more convenient.

Marketing Message

Hassle free and speedy delivery of healthy food.

Elevator pitch

"Now healthy food is just a few minutes and a phone call away even at midnight"

Buyer Personas
Party Animals
Background

People who like to enjoy midnight parties often held without any prior preparation.

Demographics

College students and young professionals

Identifiers

College goers - undergraduate or postgraduate. Young unmarried corporate professionals

with white collar jobs.

Goals

Quick delivery of tasty food. Wide variety of choices.

Challenges

What can we do

To convince them that we can delivery tasty food quickly which is better than competitors
and packages snacks.
Emphasize speed of delivery.
Emphasize the wide variety of offerings which goes much beyond chips, cashew nuts
which are common party regulars.

Real Quotes

"I organize ad hoc parties and am often at a loss on how to organze food at odd hours"

Common objections

May take long to deliver.

Why don't I simply have packages snacks.

Marketing Message

Go beyond cashew nuts and kurkure for your parties.

Elevator pitch

"No matter how late your party goes, we have a wide offering of freshly cooked hot dishes
for you."

Buyer Personas
Movie Buffs
Background

These are people who stay late and are addicted to their television or are movie buffs.
(Almost similar in profile to late night sports viewers sans the health consciousness.)

Demographics

Teens to middle aged individuals of all income levels.

Identifiers

Couch potatoes - slightly on the heavier side of build

Goals

Tasty food and snacking option

Challenges

To convince them that they have a wide but easy menu to choose from. Compared to the
other segments, this segment is relatively less challenging.

What can we do

Emphasize on snacking option and tasty meals.

Real Quotes

"I love movies/TV shows! I am a night owl and I sleep on my couch. At the middle of the
night when I get hungry, it is frustrating not to find anything interesting in the
refrigerator."

Common objections

Ordered food may not be tasty.

Marketing Message

Enjoy your movies all night! We serve more than just popcorns

Elevator pitch

"Feeling hungry at the middle of the night? Not knowing where to find tasty good food? We
are here to help! Choose your favorite dish and get a pack of popcorns/fries free!"

Buyer Personas
Dual Income Families
Background

Mostly young couples and families that have children. As both father and mother are
working and may come home late, they need a healthy food option when they run out of
time to cook.

Demographics

People of all age groups. Upper middle class.

Identifiers

Those who has just shifted to the city and parents who work late.

Goals

Healthy wholesome meals and a well-behaved delivery person

Challenges

To convince the target group that they can get healthy and fresh food that is a substitute
or as good as home cooked food.

What can we do

Emphasize on the quality and freshness of the food.

Real Quotes

"I am too tired to cook today and my family is hungry. I am not a fan of fast foods and I
really don't trust the delivery people who come at the middle of the night."

Common objections

Fast food which is not healthy. Cannot trust the people who are out for delivery at
midnight.

Marketing Message

Healthy food at your doorstep, any time of the day

Elevator pitch

"Not feeling like cooking at home today after a long day in office? Our tasty and healthy
menu will ensure that we will keep your family happy!"

Buyer Personas
Bachelors
Background

Professionals or students living alone or with friends. Staying late and hanging out with
friends is almost an everyday thing and the demand for midnight delivery of food peaks
during the weekends. Live life on the edge.

Demographics

Young unmarried people. Steady income may or may not be there.

Identifiers

People staying in studio apartments and in hostels.

Goals

Quick and tasty food.

Challenges

To convince them that they will get lots of options to choose from and that it is reliable
enough even if it is an everyday thing.

What can we do

Emphasize on the convenience in giving orders, quick delivery and tasty food

Real Quotes

"I have just come back home and surprisingly, a few friends have also dropped by. Where
will I get tasty food at this unearthly hour? I am also concerned about the price."

Common objections

Food is not tasty and not much choice to choose from. Concern about the health
implications if ordering frequently.

Marketing Message

24/7 quick food delivery and a vast menu to choose from

Elevator pitch

"We are there 24/7 at your service. Choose from our wide range of mouthwatering dishes.
Win loyalty points and get discounts on your next purchase."

Buyer Personas
Dual Income Families
Background

Mostly young couples and families that have children. As both father and mother are
working and may come home late, they need a healthy food option when they run out of
time to cook.

Demographics

People of all age groups. Upper middle class.

Identifiers

Those who has just shifted to the city and parents who work late.

Goals

Healthy wholesome meals and a well-behaved delivery person

Challenges

To convince the target group that they can get healthy and fresh food that is a substitute
or as good as home cooked food.

What can we do

Emphasize on the quality and freshness of the food.

Real Quotes

"I am too tired to cook today and my family is hungry. I am not a fan of fast foods and I
really don't trust the delivery people who come at the middle of the night."

Common objections

Fast food which is not healthy. Cannot trust the people who are out for delivery at
midnight.

Marketing Message

Healthy food at your doorstep, any time of the day

Elevator pitch

"Not feeling like cooking at home today after a long day in office? Our tasty and healthy
menu will ensure that we will keep your family happy!"

Positioning
Core Value Prepositions

Customer Segment specific - Value Preposition

Customer Segment

Value Preposition

Night shift employees

Quick delivery
Convenience

Dual income families

Freshly cooked meal

Trust
Taste

Bachelors

Freshly cooked meal

Convenience

Party animals

Quick delivery
Taste
Variety
Quantity availability

Health conscious people

Fresh food
Less calories

Sports aficionados &

Movie buffs

Convenience

Marketing Communication Objective

The communication objective for various channels will be to drive
customers to main corporate website
Website will be epi-centre of all transactions
E-MARKPLAN
Corporate Website
Goals
Facilitate
purchase
transaction,
Provide
information

Actors

Company,
Consumers,
Payment
gateway

Outcome
s

Spaces

Actions

Main corporate
website

Give consumers a
seamless, well
designed &
informative website
Sales
where they are
comfortable to
transact requirements
business

Velocity - To be determined by product mix and

Tone - Professional
Structure - Easily navigable website with breadcrumbs etc navigational aids and pictures to
facilitate decision making

Marketing Communication Objective

Blog
Goals
Drive customers
to main corporate
website

Actors
Company,
Reviewers,
Consumers,

Spaces

Actions

Outcomes

Blog

Give a human face to

the brand, to increase
buzz around the
brand, talk about the
brands evolution

Brand
visibility,
buzz

Facebook Page
Goals

Actors

Spaces

Actions

Outcome
s

Engagement
tool with proper
target

Company,
Consumers,
Pune based
social media
fanatics

Facebook page,
walls of fans

Garner likes, drive

traffic to main
website

Increased
website
traffic

Actors

Spaces

Actions

Outcomes

Company,
Consumers

Tweets
and
retweets

Retweets, click
through to facebook
page/main website

Increased
facebook page
and website
traffic

Twitter
Goals
Short regular
updates,
announce
competitions

Velocity - At least
once a week
Tone Conversational
Structure - 400
to 500 word blog
posts
Velocity
- At least
once in two days
Tone - Casual
Structure - Short
catchy posts with
interesting/exciting
images
Velocity - At least
once per day
Tone - Casual
Structure Standard 140
character tweets

Marketing Communication Objective

LinkedIn
Goals

Actors

Attract venture
capitalists,
investors,
candidates

Outcome
s

Spaces

Actions

Company,
Investors,
Candidates for
recruitment

LinkedIN, InMail

Provide company
data, attract
investors, attract
potential recruits

Actors

Spaces

Actions

Outcomes

Share videos

Brand
awareness,
viral
marketing

Youtube
Goals
Viewing and
sharing videos

Company,
viewers

Youtube portal

Velocity - As per
business
requirement
Tone Professional
Structure - Crisp,
to the point,
precise
paragraphs
Velocity - At least
once in two days
Tone - Casual
Structure - Short
catchy posts with
interesting/exciting
images

Which Channel for which Persona?

CHANNEL
OBJECTIVE
Website

NightShift
Employees

Dual Income
Families

LateNight Sports
Healthconscious
Viewers
people
Same objective acrossall personas- to faciilitate ordering
Explain offeringsin
Explain cooking
Act asagatewayto
Highlight culinary
details, alleviate
procedures and
the brand
product range
safetyconcerns
ingredients
Community
Opportunityto
Build brand affinity
Keep engaged
creation - focuson
connect with brand
health

Blog

To educate
customers

Facebook

Storytelling

Twitter

Tweets before
Regular reminders
dinner time

LinkedIN

Youtube

Degree of
High
Moderate
Low
Data

Bachelors

Remind to order
Highlight latest
Informabout contests snacksfor upcoming health related
events
issues

Partyanimals
Give tipson how
to organize
parties
Community
creation - party
lovers
Tweets
announcing
discountson
weekends

Moviebuffs

Mini movie reviews

Contextual adsin
movie pages
Could announce
movie triviarelated
quiz competitions

Onlyfor investors and talent acquisition

Videosof similar
personasbeing
benefitted

Color

Reassure panicky
customersby
showing
professional
deliverymen

Videoshighlighting
convenience

Videos
Surge in video
highlighting
releasesbefore major
healthycooking
sportingevents
practices

Videosshowinga Advertisements
happeningparty before trailers

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nightfoodie