CourseCode:MKT525 Course Title: B2BMarketing

Course Instructor: Dr. Roktim Sarmah

Academic TaskNo.: 3 Academic Task Title:Assignment

Date ofAllotment: 11/08/2020 Date of submission:24/09/2020

Student’s Rollno: A053 Student’s Reg.no: 11916935

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Declaration:

I declare that this Assignment is my individual work. I have not copied it from any other student’s
work or from any other source except where due acknowledgement is made explicitly in the text, nor
has any part been written for me by any other person.

Student’s Signature: PRANAV AGARWAL

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 ACKNOWLEDGEMENT

I have had the friendship and support of many people for this
assignment. I take this opportunity to express my gratitude to all
of them. First and foremost, I would like to express my sincere
gratitude to our Professor Dr. Roktim Sarmah for his
continued moral support and guidance which led to the
completion of the present work. All the interactive sessions I
have had with him during this period have been inspiring and
rewarding for me. It was a great pleasure to work with him as he
is exceptionally cooperative, helpful, modest and caring. I would
also like to thank all of our friends whose unselfish support and
love during this journey will live in memory.
 INTRODUCTION

HungerBox was started with a vision to revolutionize the

corporate cafeterias and food courts. The vision soon
transformed into solutions that enhanced user experience and
brought in accountability and transparency in the Corporate
F&B operations. Since its inception in 2016, HungerBox has
processed over 200 million transactions and now manages
cafeterias at corporate offices and educational institutes and
food courts at tech parks, malls & multiplexes.
HungerBox was founded by Sandipan Mitra and Uttam Kumar
in 2016. They take pride in starting India’s first online food
ordering platform and are undoubtedly pioneers in the
FoodTech vertical with unparalleled domain expertise.
 TARGET MARKETING
Bangalore-based B2B F&B tech startup HungerBox has raised Series A
funding of $4.5 million in a round led by South Korea-based investment
firm Neoplux, and Sabre Partners, with participation from Lionrock
Capital (Singapore) and Infosys Co-founder Kris Gopalakrishnan.

The startup said that it will use the funds to expand in the South East
Asian market. HungerBox connects caterers and corporates via its
platform and currently operates in 9 cities in India including Bangalore,
Mumbai, Pune, Delhi, NCR, Hyderabad, Chennai, Jaipur, and HungerBox
claims to clock about 6 million orders a month, across 160 cafeterias
including companies like Qualcomm, Microsoft, FirstSource, Accenture,
CapGemini, Genpact, ABB and McKinsey. Speaking about growth,
Sandipan Mitra, CEO and Co-Founder, HungerBox, said in a statement
that the employee headcount has doubled to 400 in less than six
months and daily orders have grown to 200,000 from 120,000 in the
same period.
 ADVERTISING STRATEGY
The business continued for a couple of years before UK-based Just Eat group set
its sight on this start-up to enter the Indian market. After a few negotiations, the
deal was closed but Mitra continued to work with Just Eat India. Food tech
industry was still in infancy, and Mitra travelled extensively across Europe to
understand how the food tech industry was evolving in other markets. Just Eat
was present in 26 cities, including Delhi, Mumbai and Bangalore, and was directly
competing with Zomato. "We had a war with Zomato. They were doing listings.
Zomato used to say that nobody orders food in India. We used to say that online
food ordering is the future. Today, Zomato has survived because of online food
ordering," says Mitra.

Around 2012, the smartphone market began to explode, and that completely
changed the food tech sector. Mitra recalls that he started 2013 with 100 per cent
orders coming from the web, and by the time the year ended, 50 per cent orders
shifted to apps. "That was a pivotal year for all of us," he says. Sensing the huge
opportunity in the Indian market, Foodpanda approached Just Eat India with a
proposal to acquire them. In April 2015, they bought over Just Eat India in an all-
cash transaction. After selling the business to Foodpanda, Mitra stayed with the
company for some nine months heading its B2B segment, a fairly underrated and
relatively low-visibility area within the food tech space. He met a plenty of large
companies to understand the need of food tech in this space. "The B2B foodtech
has not changed for the past 30-40 years. Gone are the days when people used to
have cafeteria food once a day. Today, you have minimum twice a day," he says.
Mitra realized that B2B food tech is different from B2C (business-to-consumer)
segment, and his offering has to be completely customizable and scalable. With
that learning, he quit Foodpanda to start his own venture HungerBox. In
September 2016, HungerBox claims to have launched India's first 100 per cent
digitalised cafeteria with a client called FirstSource.
How does it work? In India, cafeterias in corporate campuses are highly
inefficient. HungerBox, which is promoted by K. Ganesh's GrowthStory, began
pitching the idea of digitalising cafeterias at various large companies. The first few
months were difficult. The detractors pointed out the nexus between the junior
administration staff and food vendor that could possibly kill the business. There
was a backlash from vendors because it was talking about bringing in
transparency and processes."We approach CXOs and explained to them that F&B
(food and beverages) is the second-most important service provided by
employers - after transport. We told the companies that they have to bite the
bullet," says Mitra. The first step was to launch company-specific apps that allow
employees to book their food (at the office cafeteria) online. People use apps for
everything - booking for cabs, movies, bus ticket and other things. The benefit of
online is to save the amount of time that otherwise gets wasted in ordering food
offline. Each app is loaded with features. It displays menus of each vendor (each
office typically has a bunch of vendors). There's an option of food preferences
(right at the top of the user interface) that's curated for each employee based on
their order history. Based on aggregated data, vendors are also informed about
the preferred food menus. Since the menu changes every day, HungerBox has a
call centre team - that can speak in nine languages - that picks up the menu from
each vendor. The app shows the waiting time at each vendor, and employees are
asked to rate vendors which, in turn, compel vendors to duke it out with each
other to improve their ratings. And last but not the least, the app supports
payments from 51 banks, major commercial wallets and meal cards (like Sodexo).
"There's something called pay later feature wherein employees can clear their
dues twice a month. That's largely mimicking the offline habit of eat-now-pay-
later," Mitra says. In about 22 months of its existence, HungerBox has bagged 69
corporate clients including Qualcomm, Microsoft, Accenture, CapGemini,
Genpact, ABB, Amazon and McKinsey in nine cities. It works with 564 partner
vendors, and manages 165 cafeterias in nine cities churning out close to 2 lakh
transactions a day. The company charges commissions from vendors - about 10
per cent on the overall food sales - and claims to be operationally profitable.
"The vendor is a big beneficiary of our platform. There are estimates of 18-22 per
cent pilferages in corporate cafeterias because most of the transactions are done
through cash. We help in curtailing pilferages," says Mitra adding that the next
phase of growth is going to come from tapping demand in hospitals and schools.
"We are planning to add new verticals. There's a separate sales and marketing
team and P&L (profit and loss) accounts for each of the nine cities that we
operate in." While doing his graduation, Mitra worked as a part-time waiter at a
fast food outlet in Bangalore. Today, he's leading a start-up that has a revenue
run-rate of about Rs 180 crore. "My dad still calls me bawarchi," he quips. For
him, life seems to have come full circle.

SUPPLY CHAIN MANAGEMENT

You will get an opportunity to shape your future in an emerging
B2B food technology company focussed on corporate F&B in
the role of a Supply Development Manager. The ideal candidate
should have the ability to work in an environment with minimal
supervision and, possess a high degree of problem-solving
skills. Operating in a rapidly evolving environment will require
the candidate to be comfortable dealing with ambiguous, new
and challenging situations.
Desired Competencies - Strong business fundamentals
- Excellent verbal, written communication and interpersonal
skills.
- Possesses the traits of being an extrovert and strong
networking skills.
- Strong understanding of technology and business.
- Demonstrates a high level of integrity, and strong work ethic.
- Must be willing to learn and adapt quickly.
- Ability to connect with people across teams & levels.
- Willingness to travel extensively within a city
Key Responsibilities
- Planning supplier acquisition strategies
- Area wise mapping of supply viz. caterers and restaurants
- Value selling to large catering firms and strategic tie-ups with
restaurants chains/star hotels
Requirements

- Minimum Bachelor degree/Postgraduate degree in Business

Management/Hotel Management/B-com/B.Sc etc from top-tier
institutions
- 4-5 years- experience of working in a relevant profile
- Experience of working in a start-up will be a plus
About HungerBox
- HungerBox operates as a full stack B2B food-tech company
that helps manage the F&B requirements of large corporations
through technology. The company today works with over 70+
clients processing 20k + daily orders across Bangalore,
Hyderabad, and Chennai
- The founding team of HungerBox has more than 30+ years of
food tech experience in the country and is led by a seasoned
management team with rich domain expertise lead by Sandipan
Mitra former Co-founder of Justeat India and Uttam Kumar
former National Sales head of Foodpanda India and consists of
graduates from Top tier institutions viz. IIT Kanpur, IIM-B, IIM-I
among others.
- We are promoted by K Ganesh's venture development firm
Growth story which works with passionate professionals and
marquee VCs to create category leaders such as BigBasket,
Bluestone, Portea Medical etc.
 PRICING AND CHANNEL STRATEGY
Our vision is to enhance the cafeteria experience for the employees,
serve as a one-stop solution to the facilities/admin team and enable
food vendors to eliminate cash pilferage. This is made possible by our
unique business model where HungerBox serves as a Technology
solution provider and a Food Vendor Partner aggregator.

Using the app, employees can view the F&B menu provided by all
enlisted food vendors at their workplace cafés, place orders and track
delivery accurately. They can also provide ratings/feedback, which are
used to assess and enhance the Food Vendor Partner Performance.
HungerBox’s solution provides admin teams at the client organization
with the ability to track the entire F&B operation including food
consumption, orders, feedback, etc. in real-time. More than 65
different payment methods are integrated into the service offering
including in-app purchases by an employee, payment via smart cards,
m-wallets, self-serve kiosks at the cafés, etc. HungerBox uses latest
technology advancements like IoT in its solution to seamlessly connect
the vendor-side hardware (designed by HungerBox) and the corporate
employees. The HungerBox solution also provides features like
‘Personalised Recommendations’ to employees through its AI-driven
technology, ‘Health Mode’ for health-conscious employees, ability to
undertake group-ordering and orders from restaurants in the vicinity
when corporate cafés are closed, etc.
 CHANNEL STRATEGY

A. HungerBox Revolutionizing Corporate Cafeteria

Canteen — the word that doesn’t bring a good image for almost any of
us. Now imagine an office canteen, tired people having to get in line
and anxious to get back to the work they left midway but have to
choose something to eat from the small availability of options. There is
no way people would be happy to work there. This is where HungerBox
working model flies into the frame to save the day via its’ unique
business model.

Officially known as Eatgood Technologies Private Limited, HungerBox

business model is a B2B model that specializes in the Food & Beverage
industry. They provide a personalized platform for workers of
companies.

B. Hungerbox Working Model | Services Offered:

Better food as menu suits to the employees’ previous orders.

More variety for every meal.

No queues for lunch collection as it is brought to your desk.

Faster delivery service.

Less wastage of food overall.

C. Who laid Hungerbox business model?

The founders, Sandipan Mitra and Uttam Kumar came up with this
seamless idea as a business strategy, but it was not all fun and games.

Sandipan Mitra, started from being a food joint worker to working for
companies like HungryZone and FoodPanda, both of which were
snatched by E-commerce giants in the food industry. Uttam Kumar
joined JustEat and rose to the post of national sales head in just 4 years.
The timeline of both of their work only makes sense for them to soar in
the food tech industry.

D. Hungerbox Business Model | How it works:-

The working model of HungerBox may seem fairly simple but don’t be
fooled by the eye-pleasing UI. It executes a series of steps for the
process to take place. Multiple vendors are checked for protocol set for
estimating if the vendor is fit for food delivery or not. Then they are
listed as an option for ordering from. They match the vendor with the
kind of client — full-time client, contract client, guest, blue-collar based
on the type of vendor he is. The curated list for the employee displays
the vendor. Upon consumption of the food from a particular vendor,
feedback from the employee is taken and used for future orders and
vendor ratings. The clients’ organizations are given permission to track
orders and give feedback in real-time. Now, we have a fair idea about
how hungerbox works, let’s jump how to use it?
E. How to use Hungerbox Application | Hungerbox Working
Operation:

So what can we, as an employee sitting on their desk and order, can see
and use as a service from the app?

Live menu -Recommendations based on your previous orders and

feedback. Ordering from anywhere much like a normal delivery service.
Multiple payment options for ease of money transfers. Meal nutrition
breakdown for the health-conscious brought to them by the partner
BeFit. This gives an option for people to be mindful of what they are
ordering and eating.

F. How Hungerbox works for Vendors:

Much like a delivery service, the vendor also has an interface for
interaction with the employee indirectly. Any editing of the order by
the client is alerted.

QR scanner

Cash POS capacity

Food is money here

G. Hungerbox Funding Rounds:

The funding for this company has been taking place much like the
majority of the other companies in the tech market, which is by the
method of VC funding. The company hit the Series C funding with
estimated funding earned of 16.5 million USD. The biggest investors at
this stage of the funding are Paytm.
H. Hungerbox Revenue Model | How it earns: The company has
managed to create a revenue model emphasizing the features provided
to the client which is a smart way to earn maximum revenue.
Commission from the vendor -Much like every delivery service,
HungerBox takes about 10% of the monthly commission from the
vendor’s earnings to pump its earning.

Selling leads-This is something they can bring in the future to boost

their revenue. Selling leads in terms of sharing contact details of
company employees to the third party. In-app boost As previously
mentioned, the app displays vendors on the clients’ screens based on
their order history. However, if a vendor is willing to pay HungerBox to
move up on the list, the transaction is made and that is accounted for
part of the revenue. This model of earning via Hungerbox might be in
pipeline. Browse the Hungerbox Business and Revenue model using
this video link: Corporate HungerBox

I. Where there is tech, there are challenges | Hungerbox Possible

Challenges

The food-tech industry has been a booming industry for the past few
years and as amazing as the news is, it only means more challenges for
the new-coming companies as well as the established ones.

Cyber Attacks-Any work done in the cyberspace is prone to an attack.

Hacking to compromise the data, or shutting down a website, etc are all
parts of a cyber attack.
Data Privacy

A lot can be done with user data, especially in this age and era. Thus,
preserving customer data from external access is necessary.

Competitors-It is obvious that other food delivery services would be

HungeBox’s competitors. Even though HungerBox comes with
significant advantages in some aspects, one cannot always overcome all
problems. Top competitors include Eatfit, food@work, Gokhana, and
others. With a country that lives for food, we’ll obviously be a better
and more efficient working space if we get better food and better
delivery at the workplace; HungerBox has been very efficient in
delivering the solution nationwide and is continuing to do so.

J. Interview Preparation for HungerBox:

To prepare an interview for hungerbox one need to understand their

business model and revenue model of Hungerbox to frame question
regarding the companies’ vision.