Cookery Website

8/3/2019 Cookery Website

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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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Documents

Cookery Website