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MARKETING MANAGEMENTPRESENTED BY
Amit Patil 40
Amar Kondekar 25 Abhishek Koli 24
Farhan Yahu 60
Ajay Raut 45
Monika Sidana 51
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From the TOI article dated
16th September, 2009
Mumbai commuters spend a month or
more on trains each year - India - The Times
of India.htm
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PRODUCT
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PRODUCT(Vegetarian Foods)
Farm Fresh
(Fruits & Vegetables Whole & Cut)
Grain Fields
(Grains & Pulses)
Spice Garden
(Spices & Condiments)
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PRODUCT(Non Vegetarian Foods)
Poultry
(Chicken & Eggs)
From the Seas
(Sea Food)
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STP
SEGMENTATION
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TARGETING
POSITIONING
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SEGMENTATION, TARGETING &
POSITIONING
Segmentation : Population of Mumbai
Targeting : Rail-road Travelers,White-Collared People &
Caterers.
Positioning : Between Local Vendors & BigRetail Outlet
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SEGMENTATION
42%
30%
12%
2%4%
3%
4%
2%1% 0%POPULATION DISTRIBUTION IN MUMBAI
SUBURBAN
SOUTH MUMBAI
OTHERS
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BIFURCATION OF DAILY
COMMUTERS
Train
47%
Bus
41%
Others
12%
TRAVEL
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SEGMENTATION
GEOGRAPHIC
PSYCHOGRAPHIC
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MUMBAI
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TARGETING
1. ALL HOUSE-HOLDS
2. CATERERS
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POSITIONING
BIG RETAILERS
LOCAL VENDORS
BAZAAR - HAAT
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Positioning our product on the basis of PRODUCT
SERVICE
PRICE CHANNEL
PEOPLE
IMAGE
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PROCESS
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PROCESS A
PROCUREMENT
Farmer transports Vegetables and Grains to
Storage Hubs
STORAGE
All materials stored in proper conditions
Sorting, grading and packaging.
SUPPLY TO
OUTLETS
Supply to city outlets as per requirements.
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PROCESSB
DESPATCH
PROCESS ORDER
ORDER
PLACEMENT
Customer places
order with callcenter
Record orderand customer
details
Informname & no.of delivery
boy
InformCustomer
aboutpromotions
Re-confirmorder &details
Queue
order forprocessing
Dispatchorder
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PEOPLE
ENTREPRENEURS
FRONTLINESTAFF
AT OUTLETS
CALL CENTRESTAFF
CUTTING, CLEANING
, SORTINGSTAFF DELIVERY STAFF
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ENTREPRENEURS
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PHYSICAL EVIDENCE
STORAGE AND DISTRIBUTION HUB
DELIVERY VEHICLE
OUTLETS FOOD PROCESSOR FOR CUTTING
PACKAGINGMATERIAL
TWO-THREE WHEELERS
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DELIVERY VEHICLE
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DELIVERY VEHICLES
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PRICING
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PRICING
NORMAL PROCESS
FARMER
BROKER
WHOLESALER
RETAILER
CONSUMER
THE BAZAAR-HAAT ADVANTAGE
FARMER
BAZAAR-
HAAT
CONSUMER
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PRICING
Competitive Prices at Market Levels
Vegetable Cutting charges at progressively
increasing ratesDuring Peak Hours
- Free Up to 1 kg
- Rs.2 between 1kg to 2 kgs
- Rs.4 between 2kgs to 5 kgs
- Rs.1/kg for every kg above 5 kgs
Other Timings
- Free Up to 5 kgs
- Rs.1//kg for every kg above 5 kgs
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PRICING
Delivery charges at progressively increasing
rates5:00 morning to 12:00 mid-night
- Free
12:00 mid-night to 5:00 morning
- Rs.10
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PLACE
Cuffe Parade
Andheri (West)
Powai
Borivali (West)
Thane (West)
Ghatkopar (West)
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PROMOTION
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PROMOTION
Advertising
Local Cable TVWithin Trains
Leaflets in News papers
Bus (BEST TV)
Events sponsoring
Society Meeting
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Advertising
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Advertising
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Advertising
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PROMOTION (Contd)
Discounts on bulk purchases
Credit purchases for regularcustomers
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PROMOTION
COMBO OFFERS
PRE
PAID PAYME
NTS
- RS.10EXTRA PURCHASES ON
EVERY RS.100
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PACKAGING
WHY IMPORTANT TO US
ADVANTAGESOF PACKING
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PACKAGING
FOR CUT VEGETABLES
FOR
WH
OLE VEGETABLES
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FOR MEAT, FISH, PRAWNS FOR ONIONS, TOMATO, POTATO
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1. Available 24 x7
x365
2. Freshness
3. Home delivery
4. Strong distribution
channel
1. Restaurants
2. Canteens3. Hostels
1. High risk and Highcapital cost
1. New competitors and
revamped strategies
ofexisting
competitors
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PORTERS 5 FORCEMODEL
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