Digital mobile shopping

Abstract

Trinket Info services Pvt. Ltd. is a start-up initiated by two budding entrepreneurs from Pune and quickly joined by two more. It began operations in September 2007 in Pune and has now extended operations to Mumbai. The firm runs the independent business an online food ordering web-service by the name TastyKhana.in. This study was conducted for the website TastyKhana.in. TastyKhana.in has so far focused its marketing strategies towards the affluent residential customers. Ordering channels currently include telephone, mobile and internet. The current strategy, which has been following the bootstrapping approach, is allowing customer growth of about 25 %. Based on data analysis, it was identified that one of the reasons Tasty Khana is not high on brand recall is due to limited presence. Hence one of the approaches to raise customer acquisition numbers is to expand their channel to include Smart mobile customers as well. This study is aimed at devising a marketing strategy to get smart-mobile users to employ digital mobile shopping using an mobile site (marketed via QR)to understand and access the benefits that Tasty Khana provides.