Online Food Delivery Service

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M IP – SUMMER PROJ ECT REPORT

FOOD.2HOME.IN: A M A R K E T I N G S T R AT E G Y F O R TA R G E T I N G C O R P O R AT E C U S TO M E R S ICTOBAN ONLINE SERVICES PVT. LTD.
Faculty Guide: Prof. Jaba M Gupta Industry Guide: Mr. Aravind R S

Submitted in partial fulfillment of the Post Graduate Programme in Management at TAPMI, Manipal by:

Name: Kunal Madkaikar Roll No: 09223 Batch: 2009-11 Date: 15th June, 2010.

T A PAI MANAGEMENT INSTITUTE, T A MPA N I M A L , A K A R N A TTA K N S T 7 6 U T E , AI P AN GEMEN I A-5 IT 104 MANIPAL, KARNATAKA-576 1 04

CERTIFICATE

This is to certify that the project report titled “Food.2Home.in: A Marketing Strategy for targeting Corporate Customers” is a bonafide work carried out by Mr. Kunal Madkaikar (Roll No.09223) under my guidance for partial fulfillment of Post Graduate Diploma in Management.

Signature

Name of Faculty Guide: Prof. Jaba M Gupta Date: 30th July, 2010.

KUNAL MADKAIKAR (09223)

MARKETING STRATEGY FOR CORPORATE CUSTOMERS

PAGE | II

ACKNOWLEDGMENTS

“Knowing is not enough; we must apply. Willing is not enough we must do” – Goethe. The 2 months of summer training at ICTOBAN Online Pvt. Ltd. was not just a knowledge enhancing exercise but also a process by which I was able to apply the management tools and techniques I have learnt so far in the field of Marketing Research. I am extremely grateful to my institute, faculty guides and my industry guides for giving me this opportunity. I wish to express my sincere gratitude to Mr. Aravind R S, Director, ICTOBAN Online Pvt. Ltd. And Mr. Nirmesh Mehta, Director, ICTOBAN Online Pvt. Ltd. for their constant guidance and support throughout the project lifecycle and their valuable and timely inputs that helped me channelize my energy in the right direction. I would also like to thank Mr. Dhiren Makhija, Director, ICTOBAN Online Pvt. Ltd. for giving me this opportunity to conduct my summer project with ICTOBAN. I would also like to express my sincere gratitude to Prof. Jaba M Gupta, T. A. Pai Management Institute, Manipal for her invaluable guidance during the project. I am also thankful to Prof. K. J. Jaims for introducing me to and imparting the right knowledge of Marketing Research as a field of study which was one of the key components necessary to carry out my project successfully. Finally, I would like to thank the HR heads and the employees of the several corporate offices who extended their support to all the activities that I carried out at their premises. This project would have remained rather incomplete without their help and support.

KUNAL MADKAIKAR (09223)

MARKETING STRATEGY FOR CORPORATE CUSTOMERS

PAGE | III

EXECUTIVE SUMMARY

ICTOBAN Online Services Pvt. Ltd. is a startup initiated by three budding entrepreneurs from IIM Ahmedabad of batch 2007-09. It began operations in May 2009 in Ahmedabad and has now extended operations across Mumbai and Manipal over the period of one year. The firm has two independent businesses, one being an online food ordering webservice by the name Food.2Home.in and the other is a management consulting business in the areas of Operations and HR. This study was conducted for the website Food.2Home.in. Food.2Home.in has so far focused its marketing activities towards attracting college students and residential customers. They wanted to expand their target segment to include corporate customers. This study is aimed at devising a marketing strategy to get corporate employees to switch from the traditional mode of ordering using the telephone to Food.2Home.in. In order to device a marketing strategy it is very important to understand the target audience and identify the gaps in the traditional model that can be fulfilled using the website. At the same time it is also necessary to know the business and the incumbent industry. Keeping these objectives in mind the study was conducted in four phases: Phase 1: This phase was focused towards understanding...
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