Service MarketingService Marketing

Presented ByPresented By

NAZISH SOHAILSHAHBAZ CHAUDHRYANJUM ALTAF BUTT

PRESENTED TO

Sir KSir Kaamrmraan Sn Saaeedeed

Service MarketingService Marketing

THE ANNAPOORNA THE ANNAPOORNA DABBAWALLA COMPANY DABBAWALLA COMPANY

LTD (ADC)LTD (ADC)

INTRODUCTIONINTRODUCTION• A dabbawala (one who carries the box) is a person in the

Indian city of Mumbai whose job is to carry and deliver freshly made food from home in lunch boxes to office workers.

• Originated under British Rule:

- Many Indian people who worked at British companies disliked the British food served by them.

- A Parsi banker employed a worker to bring home made food to site of work. His colleagues also liked the idea and started availing the service.

THIS SLOWLY EVOLVED THE PRESENT DABBAWALA’S

The Magic of Dabbawalas

• 116years they didn’t touch technology- yet got six sigma and ISO

• Manual Logistics.• Everyone is shareholder• Flat Organizational structure – instant decisions are made.• Keep extras for fault tolerance. They are paid equally.• Commitment matters- qualification doesn’t• Knows the Implication of Failure- this makes them more

responsible.• Remembers the address of 2 lakh customers by heart.

AADDC- C- at a glanceat a glance Inception - mid 1880’s Qualifications: Semi-literate(15%) or illiterate (85%) Employees: 5000 Number of Tiffin's: 2,00,000 Cost : 200/month Process time: 3 – 4 hours• Works on Relay system Six Sigma Performance• Technological Backup: Nil• Error Rate: 1 in 16 Million transactions.• Standard Price for all (weight, distance, space)

Color Coding System – the main reason of error free delivery

VLP : Vile Parle (suburb in Mumbai)

9EX12 : Code for Dabbawalas at Destination

EX : Express Towers (building name)

12 : Floor no.

E : Code for Dabbawala at residential station

3: Code for destination Station eg. Churchgate Station

• Initial Coding system used colored threads for marking.

• Colored threads were replaced by the cotton waste by the tailors.

• Currently Color Markers are in use.

Some Examples of Some Examples of Coding SystemCoding System

LFD- Distribution

S1

S2

S3

2

3

7

4

5

6

Zones for destination

DistributionBy Carriersat lunchtimeTo offices

Point of AggregationAnd Sorting

C DB

A E

Collection from home

1

Source: mydabbawala.com

What measures can be taken to stem to decline?

• ProblemProblem – In 1960’s bank timings changed– In 1980’s mills were closed down on a large

scale– New trend emerged – Working Women– Offices offer good quality canteen – Fast food chains and road side “quick bites”

SOLUTIONSSOLUTIONS

Promotions – Some initiative from ADC .Ltd on

awareness– Campaigns -Promoting home made

“fresh & Healthy” food – Use the “Dabba” outer cover for

Promotion– Marketing message in the “dabba” – sms and web service for quick

orders.

Tie ups (a social or business relationship)

– Tie up with Central kitchen (catering)

– Provide customized food and cultural preferences in lunch.

Credentials• Communicate about the Six Sigma success•Communicate the time efficiency in delivery.

Can organizational capacities be transplanted in other cities?

NO

• Major strengths is the human resource:-- Strong cultural bonding.- Like minded people.- Familiarity with the city operations.

Can this model be replicatedin other cities?

Three things required to start their services in any other city:

• Linear one directional geography of the city like Mumbai,

• Cheap , realizable and fast local train system,• A group of like minded people who are self

motivated and committed.

Presently these things are not there in any other city

MUMBAI

TTeestimstimoonialnialss• Six sigma certification by Forbes Group• ISO Certified• Outstanding services award by NIQR (National Institute of

Quality & Reliability)• Royal visit by Prince Charles• Invitation to Prince’s Marriage• Richard Branson, Chairperson of Virgin Airways got

inspired from their work.• Name in Guiness Book of World Records• Documentaries by several National and Int’l media • Lectures @ Howard University as well as at national

universities• Radio lectures @ National and International channels

Lens Reflects