Polytechnic University of the Philippines

College of Business Administration

Sta. Mesa, Manila

Dimalanta, Elimason
 I. Executive Summary

DoorDash Inc. is an on-demand courier service founded in 2012 by Stanford students Andy Fang,
Stanley Tang, Tony Xu and Evan Moore. A Y Combinator-backed company, DoorDash is one of several
technology companies that uses logistics services to offer food delivery from restaurants on-demand.

II. Situational Analysis

In a society where the environment is so busy having 2 or more jobs so that the family can survive a
day, a week, a month or even a year. For those people who don’t have time to cook for their family members
but wanted to still show their love and affection in terms of food. For those who are elderly people that needs
to eat immediately so that they can take their medication.

a. Company Analysis

USA is a country of 325 million people with a firm economy. And most of the people has 2 to 3
works per person, so they don’t have that enough time to cook food or even go to any fast food chain and
order food for themselves. DoorDash is a technology company that connects people with the best in their
cities. We do this by empowering local businesses and in turn, generate new ways for people to earn, work
and live. We started by facilitating door-to-door delivery, but we see this as just the beginning of connecting
people with possibility — easier evenings, happier days, bigger savings accounts, wider nets and stronger
communities.
 b. Customer Analysis

The target market of our plan is all the people that don’t have any time or capability to cook. People
are known to be very fond in terms of food and very hard working persons and their day is always tiring. We
did not target only the working people actually we also wanted to help the elderly people so that they can eat
on time, they will just eat and wait for a short period of time.

We target all of the people, because we believe that all of us has a tummy to be filled with and all of
us wanted to have the food that can comfort us and fill our tummy.

c. Competitive Analysis

Direct Competitors

Information Competitors

Grubhub Uber it’s

Company Company Grubhub Inc. is an Uber Eats is an

Profile Highlights online and mobile American online food
food-ordering ordering and delivery
company that platform launched by
connects diners Uber in 2014 and based
with local in San Francisco,
restaurants. Based California. Users can
in Chicago, the order food from
company has more participating restaurants
Key than 14 million on their website or with
Competitive active diners, and a smartphone/tablet
Advantage approximately application.
80,000 restaurant
partners in over
1,600 cities across
the United States
and the United
 Kingdom..

Target Market - Upper & Middle Class

Market Information Middle Class

Products Product - Food - Food

Offered Information delivery delivery

- Grocery - Grocery
delivery delivery

Pricing 3.05% + $0.30 / $12.60. + $4.99

per order

Strength SWOT - Low pricing - Fast delivery

Analysis - Fast delivery

Weaknesses - Lack of - Lack

Brand of Brand
Awareness Awareness

- No
Advertising
 Program

Opportunities -

Threats - Many - Many Strong

Competitors Competitors
with the same
products
offered.

Factors Price Quality Customer Distribution

Review

Company

DoorDash 2 1 1 2

Grub hub 1 2 2 1

Uber Eats 3 3 3 3

Ranking from 1-3

1 is the highest and 3 is lowest
 Indirect Competitors

● Eat 24
Eat24 was another delivery service,it’s another company of Grubhub.
They provide same delivery services like DoorDash.

● Other Restaurants

Other restaurants that was not partnered by DoorDash also offer delivery or they use other delivery
platform to deliver food to their consumers.

Competitors Product Offered Estimated Advertising and

Annual Promotions
Income

(Year
 2018)

Eat 24 - Cheap $57.0 M - Social

Delivery Media
Services Accounts
- Websites

- Featured in
Blog

Other - Fast $46M - Social

Restaurants Delivery Media
Services Accounts
- Websites

- Featured in
Blog

Factors Price Quality Customer Distribution

Review

Company

DoorDash 1 1 1 2

Eat24 2 2 3 3

Other 3 3 2 1
Restaurats
 III. SWOT Analysis

III. SWOT Analysis

STRENGHTS WEAKNESSES

- Fast Food Delivery - Lack of Brand Awareness

- Delivery for other tangible products - Dasher issues
- High Quality - Difficult Distribution Channel ( not
all of the people in america is aware of it)
- Very user friendly
- Most of consumers does not aware
- Reusable and Hand carry
of its brand
- Reduces Traffic
- Problem with the softwares.
- Promote Giving back to people

OPPORTUNITIES THREATS

- Updating the softwares. - There are too many delivery app

that was used nowadays.
- Giving more information on the
websites. - Cheaper delivery apps

- Promoting discounts to build - Bad reviews

consumer loyalty.
- Failed to follow processes.
- Promoting awareness to people..

IV. Objectives

● To generate awareness that DoorDash is very reliable app.

 ● To give awareness that DoorDash is not throwing undelivered foods instead we gave it to the
homeless or we make it keep by our dashers.

● To create consumer loyalty within America so that there will be more dashers and there will be more
consumers that will support DoorDash.

V. 360-degree Branding

a. Market Strategy

In a society where the people who are so busy, having 2 or more jobs a day. So that the family can
survive a day, a week, a month or even a year. For those people who don’t have time to cook for their family
members but wanted to still show their love and affection in terms of food. For those who are elderly people
that needs to eat immediately so that they can take their medication.

DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC

S

Primary: California, Those who are working

with a 2 job and has a
Target Market: Canada,
family.
Millenials
East Coast
Age: 18yrs old –
West Coast
25yrs old
Socio economic
class: Middle
Class

Secondary:
Target Market:
Employees

Age: 26yrs old and

 above

Socio economic
class: Middle
Class

b. Product Strategy

We need to give awareness to our consumers with the app and the website, because that’s our
primary product. So with this one we need to launch programs and also comercial shows. In order for us to
give awareness to the people, and we need to add promotions on our website so that we can build more
consumer loyalty. And we need to expand the product to the other parts of america, because I believe that we
can gain more profit if we will expand more.

c. Distribution Strategy
 DoorDash’s distribution channel in the United States are California, Canada, some parts of the east
and west coast. And we almost have a million stores at those states that is registered at DoorDash as a
restaurant that our consumers can buy using the website and also the app.

d. Communication Strategy

Social Media is the cheapest and most reliable platform for spreading awareness, boosting brand
image and reputation to the market. Social Media ads will be used as communication to our market. Social
Media sites such as Facebook, Instagram, Twitter, Youtube, Linked, Pinterest and ChicoBag website will be
updated to show the target market who ChicoBag is and why it is here. These sites will contribute to raise
the awareness of other channels for the ordering at DoorDash. We will also use different visual presentations
to understand the market and attract them.

VI. Action Plan

Big Idea

CASH BACK,
GIVE BACK.

Objective

The Big Idea of this Marketing plan is to provide consumer loyalty to the market. And also to give
the company the social social responsibility to the people. This strategy is focusing on the consumer side not
on the dasher side since we have seperate benefits as a dasher.

Strategic Plan
 Our Strategic plan aims to produce efficient and effective strategy plans for Product, Distribution,
Promotion and Integrated Marketing Communications in order to realize and accomplish DoorDash’s
advocacy and objectives which are to give back to the people..

A. Product Strategy Plan

Sponsorship and Partnership Event

This strategy aims to partner with restaurants that participates on activities that promote Giving back
to the people.. Present in these events, DoorDash will promote its brand to the potential target market.
These are the programs of DoorDash.

Give Back.

Give Back is a program where, schools at california will have a little donation for every purchase of
the consumer. For example a high school at california, so every purchases of the app there’s a percentage of
the profit that will be provided to that specific school. The Give Back will just last 1 school per day, so it
will be calculated at 11:59 PM and the percentage will be for school supplies or for other utilities.

Objective:
 This is to give brand awareness that there’s a delivery app that can also provide to people, that this
app is not just a delivery app for food, but it is also delivering good news to people surrounds them.

Mechanics:

Give Back

● Participants must purchase on that particular day.

● To avail to donate simply use the code “GiveBack” before placing na order..
● DoorDash will select a particular school to give back.
● Will go to schools within the whole year.
● This event will only be available on June 27, 2019.

Communication strategy:

● Comercial Shows
● Poster at the restaurants
● SMS notification
● Website announcement

Cash Back
 Cash Back will focus on consumers loyalty to the company, how will it works? So every order of the
consumer they will receive a cash back DoorDash credits, so the percentage of their order will have a cash
back so for example they earned the desire credits they want, they just need to place the order on the app
again and rest assured that all of the payments will be paid using the credits. If ever the amount exceeded
that’s the time we will just charge the card.

Objective:

This event aims to increase consumer loyalty to our consumer so that there will be people who will
support our programs, so we wanted to give back also to the people who continue supporting DoorDash as
their food delivery app.

Mechanics:

Cash Back

● Participants must use the code “ CashBack “ before placing an order.

● Participants will have the accumulated cash back credits per order.

● They Just need to use the DoorDash credits for ordering food for free at the DoorDash website or
app.
● This will be starting 12/10/2018

Communication strategy

● Social Media
(Facebook, Twitter, Instagram)
● Website and app update
 ● TV Show Commercials.

B. Distribution Strategy

Distribution

TV apperances.

In this strategy, DoorDash will partner with the TV stations to promote the DoorDash app to create
consumer awareness not only at california but on the whole United States of America.

If ever we can also partner one of the nba team at california which is the Golden State warriors. So if
ever there’s a visiting team to compete we can give awareness to them.

Objective:
To increase awareness to our projected consumers and also to broaden DoorDash to United States.

C. IMC Strategy / Promotion Strategy

Publicity
 Promote DoorDash with a Vlog from the consumers, dashers and merchants.

In this strategy, DoorDash will be promoted through the help of social responses, so we will just
create a vlog that has an interview of the 3 types of customers of DoorDash. So we can get all their sides we
can sight strengths it is just like the people was creating the SWOT analysis for the company.

Objective:
The objective of this strategy is to know how important DoorDash is to the target market.

Communication strategy:

● Social Media
(Facebook, Twitter, Instagram)
● Poster
 Give Back to our Dashers

In this strategy, Doordash will just simply give back the efforts of our dashers, by simply providing
them a free meal once they are dashing so that our dashers will have enough energy to finish their dashes
within that particular day. Providing the bond to our independent dashers so that they will stay happy and
energetic delivering food the the people.

Objectives:

The objective of this strategies is to communicate and reach out to one of our customers which is the
dashers.

Communication strategy:

● DoorDash App
 VII. Budget Proposal

BUDGET PROPOSAL

SPONSORSHIP AND 268630

PARTNERSHIP

EarthRun

ITEMS Sizes P Price/ Total

cs pc

Gold Medal 50mm 3 200 600

Silver Medal 50mm 3 200 600

Bronze 50mm 3 200 600

Medal

Tarpauline 6x9 2 450 900

inches

Poster 8.5 x 11 1 12 120

inches 0

Bottle Sling 4.5 x 10 9 1600 1440

Bag inches 0

TOTAL: 1722
0

EarthDay
Jam

ITEMS Sizes Pc Price/pc Tota

s l

Tarpauline 6x9 2 450 900

 inches

Poster 8.5 x 11 10 12 120

inches

AVP 2 75,000 150

000

Chico Bag 7x5x2 10 340 340

Pack inches 0

TOTAL: 154
420

Food Expo

ITEMS Sizes Pc Price/pc Tota

s l

Poster 8.5 x 11 10 12 120

inches

Coupon 3x8 50 10 500

inches

ChicoBa 50 175 875

g 0
Original

Taurpaulin 6x9 2 450 900

inches

TOTAL: 102
70

Publicity

ITEMS Sizes Pc Price/pc Tota

s l
 Poster 8.5 x 11 10 12 120
inches

Video Blog 2 45,000 900

00

TOTAL: 901
20

SALES PROMOTION 19520

ITEMS Sizes Pcs Price/pc Total

Poster 8.5 x 10 12 120

11
inche
s

Coupon 3x8 100 10 1000

inche
s

Chico 100 175 1750

Bag 0
Origi
nal

Taurpaulin 6x9 2 450 900

inche
s

TOTAL: 1952
0

TOTAL 291550
 VIII. References

https://www.chicobag.com/category-original-18
https://www.vlognation.com/how-much-charge-youtube-video-sponsorship/
https://www.ecomaniaccompany.com/wp/product/chicobag-original/
https://www.kleankanteen.com/products/chicobag-bottle-sling-repete?variant=924643687
http://www.certifiedcalm.com/chicobag/373-chico-bag-original.html
https://craft.co/chicobag
https://www.owler.com/company/chicobag
https://www.eastpak.com/oc-en/catalog/product_compare/
https://www.owler.com/company/eastpak
https://herschel.com/about
https://www.owler.com/company/herschelsupply
http://www.jansport.com.ph/
https://www.owler.com/company/jansport
https://www.amazon.com/ChicoBag-Original-Reusable-Shopping-Grocery/product-reviews/B006WA9LRA
https://www.amazon.co.uk/Eastpak-Padded-PakR-Backpack-Black/product-
reviews/B000CRBEJ2/ref=cm_cr_arp_d_hist_5?filterByStar=five_star&pageNumber=1
https://www.amazon.com/JanSport-T501-Superbreak-Backpack-Black/product-reviews/B0007QCQGI
https://www.amazon.com/Herschel-Supply-Co-Quiz-Black/product-reviews/B00838RW8Y
https://www.amazon.com/RuMe-Bags-cFold-Expandable-Carry/product-reviews/B00GP5JEU6
https://www.amazon.com/ReUsies-Snack-Sandwich-Reusable-Soccer/dp/B004AE3DRO#customerReviews