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JOYDIP
Group 3 :
Allen Rajesh Sanders
Ridhima Arora
Sheikh Shadab
Soochna SahuSuhasini Jain
Vishal Gupta
Concept Store in the Specialty
Food Retail SpaceSpecialty food retail offers a limited product range segmenting the market via niche
offerings
Market trends leading to the success of the format:• Increase in disposable income leading to change in consumer lifestyle and
aspirational level.
• Growing demand for international packaged and processed foods: more people
traveling internationally every year, which is driving, demand for varied cuisines.
• We’d be filling in a specific gap in the market by way of high quality offerings not
easily available.
20%
26%
17%
37%
When do people eat frozen
yogurt,
cupcakes,cheesecakes?
When do you eat
frozen yogurt?
Just about any time
When in the vicinity of
the store
As a snack
As a Desert
“64% of consumers prefer yougurts and ice-creams with toppings“
Need
Segmentation & Targetting
Need :Category Need :The concept of Frozen Yogurt parlours are new in Chennai
KEY PLAYERS
• Cocoberry : Domestic Player , began operations in 2009 with 24 outlets in 7 cities holding 95% of the market shar
• Red Mango : U.S Based company that began operations in 2012 with outlets in major metros
• Yogurberry : South Koren major opene din India in 2012 with outlets in Delhi
POSITIONING HIGHLIGHTS:
Joydip Speaks
We serve the finest, freshest yogurt,cheesecakes,cupcakes of the highest
quality ingredients . Our signature process of preparing your CUSTOM
CREATION on a frozen granite stores . We’re about more than just serving
up scrumptious dessert options. We are really in the business of making
people happy. From our enthusiastic, singing crew members, to the
shared laughter of a family enjoying a treat together if it’s making you,
your friends, or your loved ones happy, then we’re doing our jobs right
Triangle & Pentagon Model
Systems
Logistics Suppliers
Product
-Style & Fashion
-Intensity
-Assortment
People
Services
Knowledge
Value
Price
Climate
Communication
-Positional
-Promotional
Place :
Size
Location
Layout & Design
TRIANGLE MODEL
•For maintaining the LOGISTICS of store, the shelf life of all the
ingredients are identified below
•Shelf life regular yogurt is 10 days and under refrigeration it can
be stored upto 6 months .For Cupcakes , cheesecakes , it
remains to be 2-4 days
•Local SOURCING will be done for toppings(fruits, nuts,
chocochips), yogurt and cakes
•SYSTEMS :Linking stores through a comprehensive
computerization initiative, which include a point-of-sale solution
for the customer at the front end.
•Internal call centre for home delivery service.
•In store display of products and daily offers on big LCD screens
Place
Size- 600 square feet
Place- we are planning two
stores
1.Phoenix mall, Chennai
200 sqft
2 .Khadar Nawaz
Khan,Nungambakkam
250 sqft
Rental : 8 Lakhs/year for each
Franchise Cost : 5 Lakhs /year
Variance Vectors
In-store
•OOH displays in the mall
•DIY Workshops : in lean times , we will give the
customers a chance to create their own Dessert .
This would help us with Word of Mouth marketing
•Tasting options
•Special Kid packs : Focus on mini cup cakes, mini
cheese cakes
Social and New Media :
• Tying up with Food Bloggers , activity on online food
communities like Food Talk India , Eat Treat etc
• Hosting events via Food Talk India on Sunday
morning : DIY Workshop
• Engagement on Zomato
• Social Media Marketing , geo-targetting
• E-mail campaigns , coupons
Other :
• Tie-ups with Colleges and popular schools
Promotional Strategies
•Share your favourite flavour and topping with us today and
win an extra topping free the next visit
•Digital display board with all flavours and toppings
•Recruiting young, enthusiastic and
dedicated employees
•Employees are appropriately trained
for delivering the service.
•Personality development and
grooming sessions are also provided
•Provide them with various facilities
such as medical help, consultation,
traveling facilities, perks and bonuses
•Team members are recognized and
rewarded based on ability and merit
for their contributions
•Concept tapping into the latent
needs of the customer
•Healthy variant of an ice-cream
caters to variety seeking customers
People
Customer Service: Making
improvement through team
work and employee
empowerment
Positioning: Quality over
quantity
Item Price
Basic: Regular Rs 120
Basic: Large Rs 200
With Toppings:
Basic
Rs 20
With Toppings:
Premium
Rs 30
Value & Pricing
Price: High price ( Due to
customization)
Value Drivers
Balance Sheet
(In Rs)
Income Statement
(In Rs)
SPM Model
Income Statement
and BS
BRAND outlet mall
Trading Area 250 200
Net Revenue / sqft 2080000/(250*365)=22.7
9
2922400/(200*365)=
40
NOB * ABV = Daily Sales 25 *220 = 5500 49* 160= 7840
GM% 56.7 % 55.51%
Retained GM / sqft 1180000/(250*365)=12.9
3
1622400/(200*365)=
22.22
Rent / Sqft/per day 8.76 10.95
People 3 2
Total Opex / sqft 14.25 17.8
Store Ebitda / sqft 8.54 22.2
Ebitda % 37.4% 55.5%
Store EBITDA Model(In Rs)
Thank You