Post on 20-Aug-2015
transcript
PRESENTATION ON 8P ANALYSIS
GOOGLEMUMBAI DABBAWALABIG BAZAAR
Presented By:Aniket BushalKunal AssudaniMohit Malviya
Product Element
• Advertising solutions: Google’s AdWords
• Business Solutions: offers a Search Appliance to companies who need solutions to the search problems that their employees
• Google Store: tangible items such as shirts, notebooks, bags, caps, lava lamps etc
Price • List Price: Price normally quoted to potential
buyers• Discount: The two types of discounts are quantity
and cash. • Payment period • Credit Term ($ 50 to
$ 500)
Place
• Located at California• Sites look like University campus• Environment help to
maximize time• GooglePlex is the
name given to HQ• Internet
Physical Evidence
• The name Googol means a number followed by
100 zeros. However the founders mistakenly registered Google as their domain name.
• The company is located at Mountain View in California
• Creative office design
Process
• Google retains your search term• If you use Google mail (Gmail) or Google calendar
then you are giving even more information about yourself to Google.
• While Google may not wish to spy on, governments may take an interest in searching habits and this is a civil liberties issue.
• Smart people + creative environment + outlet for ideas = innovation
People
•
• Googlers• 20,222 full-time employees worldwide ,2009, Google says• Informal culture• Take advantage of 20% time• Play sports at lunchtime
Productivity & Quality
• Largest search engine • Maximum search result• Qualitative result• Speed & Accuracy• Atmosphere for employees helps in quality work• User-Centered design
Service Concept
• Reduces search time• Innovation• Unlimited and that too qualitative search
items• Fast and reliable• Ease of use
About NMTBSA (Nutan Mumbai Tiffin Box Suppliers Association)
History : Started in 1890Charitable trust : Registered in 1956Education : 85% Illiterate – 15% Class 8 pass/fail.
Total area coverage : 60 Kms to 70 KmsEmployee Strength : 5000Number of Dabbas : 2,00,000 Dabbas i.e. 4,00,000 transactions every day.Time Taken : 3 hrs
PRODUCT• a service they provide to the office goers by delivering their Tiffin box commonly called as ‘Dabba’
•A Parsi Banker employed a person to bring home made food to site of work
•His Colleagues too liked this idea and Started availing this service.
•Slowly this evolved into the present 5000 strong Dabbawala System
•There are other ancillary physical products such as tiffins, Gandhi Cap, Video CD on Dabbawala, Dabbawala Mug, Dabbawala T-shirt.
• These products are sold by the trust to earn more money and to work for the welfare of their members.
PLACE• Start of journey - Andheri station (9.30-10.30,10.30-11.20)Dabbawalas collect dabbas and meet.
• Destination- Churchgate station(11.20-12.30)Re-arrangement and delivery of dabbas take place
• Collection – every location( 1.15-2.00)
• Return – Churchgate station(2.00-2.30)All dabbawalas meet here after collection of dabbas
• Origin- Andheri station(2.50-3.30)After collection,segregation takes place at churchgate and then they reach here
• Sorting and dispatching- respective stations(3.30-4.00)Finaly,sorting and dispatching of dabbas to the origin place is done.
PROMOTION• Dabbawala’s are in Tiffin distribution field since last 125 years
• Orders through SMS and online-mydabbawala.com
• As reliance power is making best use of them- IPO application.
• Maharashtra government -AIDS awareness.
• Film industry is using them to promote their films.
• World record in best time management with Six Sigma rating.
• Name in “GUINESS BOOK of World Records”.
• Registered with Ripley's “believe it or not”.
PRICE• Cost of Service per person-Rs250/month
• Maintenance Cost -Rs 35000 per year.
• Pricing of dabbawala products-
• Dabba ( Tiffin box) is Rs.200/-• Gandhi cap is Rs 50/-• Video CD is Rs.200/-• Dabbawala Mug is Rs.300/-• Dabbawala T-shirt Rs 400/-
PHYSICAL EVIDENCE• Mumbai is the financial hub of the country.
• Most populous city in India and the second most populous in the world.
• Have to travel 60-70 kms.
• Have to travel by walking, cycle, carts and even by Local trains.
• Have to travel from one place to another in hot summers.
• Have to face lot of difficulties for the fulfilment of service.
• Even they have to provide service in high rains.
PROCESS
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 (Nariman Point)
D’souza
PEOPLE• dabbawala’s are helping affluent class by serving them and also the needy class
by making them serve
• 5000 dabbawala’s and each and every dabbawala is shareholder of thesystem.
• 635 of them are senior employees
• president of the company also works as dabbawala
• In Mumbai the dabbawala must be Marathi and he can also refer his relatives.
• This reduces conflicts
PRESIDENT
VICE PRESIDENT
GENERAL SECRETARY
TREASURER
DIRECTORS ( 9 )
MEMBERS ( 5000 )
MUKADAM
13 MEMBERS
Organizational structure
PRODUCTIVITY AND QUALITY• Error Rate : 1 in 16 million transactions
• Six Sigma performance (99.999999)
• Technological Backup : Nil.
• Cost of service - Rs. 250/month
• Standard price for all (Weight, Distance, Space)
• “No strike” record as each one a share holder
• Customer response- satisfaction retentionaddition
• Earnings -5000 to 6000 p.m.
• Diwali bonus: one month’s from customers.
• E-dabbawalla
SERVICE CONCEPT• Employee oriented as well as customer oriented• To provide tiffin to office goers –timely and fresh so that they feel as if
they are eating at home.• Competetive strategy – Focus• Currently they serve 20,000 tiffins and their strategy is to increase the
customer base.• They have started their websiteand SMS service for the ease of a
customer.
The term “Retailing” refers
to any activity that involves a
sale to an individual
customer.
An interface between the
producer and the individual
consumer buying for
personal consumption.
RETAIL
ORGANISED UN-ORGANISED
RETAILING
Size Of Indian Retail Sector
Size 2008 2010 % Change
Estimated size of retail in India (in $bn)
353 416 18
Share of organized retail (%) in India
7 12 71
Size of organized retail in India (in Rs)
78,300 Cr 2,30,000 Cr
194
Source: http://www.indiaretailing.com/india-retail-report.asp
About Big Bazaar
• Big Bazaar is a hyper mart chain of retail stores in India.
• Parent group is Future group.• The owner is Mr. Kishore Biyani (CEO).• Founded in 2001.• Head quarters are: Mumbai.• Website is www.bigbazar.com.
• It deals with retail.
•
APPARELS
•Denims & T-Shirts•Fabric & Cut piece•Formal Wear•Casual Wear•Party Wear•Ethnic Wear•Accessories•Under Garments•Night Wear•Dress Materials•Sarees
FOOD•Staples•Ready to eat•Ready to cook•International Food•Spices•Imported Bazaar•Tea & Coffee
FARM PRODUCT
•Fruits•Vegetables•Imported Fruits•Dairy Products
CHILL STATION
•Soft Drinks•Packaged Juices•Milk Items•Frozen Foods•Ice Creams
HOME & PERSONAL CARE
•Shampoos•Detergents•Soaps•Liquid wash•Creams•Deodorants•Home cleaners•Utensils•Plastics•Crockery•Sundries
1. PRODUCT ELEMENTS
FASHION & JEWELLERY
•Footwear Bazaar•Beauty Care•Navara•Star Parivar•Meena Bindre
ELECTRONICS BAZAAR
•Television sets•Washing Machines•Refrigerator•Personal Care•mBazaar•Microwaves•Small Appliances•Laptops•Computer Accessories•Kitchen Appliances
FURNITURE BAZAAR
•Living Room•Bed Room•Kitchen•Dinning Rooms•Kids Room•Been Bags•Paintings•Decorative Items
CHILD CARE & TOYS
•Kids Wear•Toy Bazaar•Stationary•Child Care
OTHER SERVICES
•Mr. right•Bakery•Loot Mart•Tulsi•Future Money•Future Generally
2. PRICING
• Value pricing
• Promotional pricingLow interest financing Psychological discountingSpecial event pricing
• Differentiated PricingTime pricing
• Bundling
Psychological Pricing
TIME PRICING VALUE PRICING
Value Pricing• It sets selling prices on the perceived value to the customer,
rather than on the actual cost of the product, the market price, competitors prices, or the historical price.
TIME PRICING
• Time-based pricing is a special case of price discrimination in which producers charge different rates for a given good or service depending on the time, day, month, and so on.
Number of out let- 104
Located at main city-tier I & tier city-II
Area-10,000sq ft- 120000 sqft
High street area of city; &Approachable destination.
3.Place & Time
4.Promotion & Education
•Coupon, discount, more of the product at normal price, gift with purchase, competition, and prizes, money back offer, exchange offer, special occasion.•Big Bazaar, in association with Star India Pvt Ltd, has launched a collection of designer ethnic wear under the brand "Star Parivaar”
Below the Line
Promotion
•Giving advertise in news paper, TV. Internet (own website which give online shopping service), •partnership with Bigfilx, Big FM 92.7.
Above the Line
Promotion
04/18/2023 Big Bazaar XIDAS, Jabalpur 40
PROMOTION
•“ saal ke sabse saste 3 din “• FUTURE CARD• SHAKTI Card• Exchage offers• BRAND AMBASSADOR : M S DHONI• ADVERTISEMENTS: Print Ads, TV, Radio
The Great Exchange Offer
• Big Bazaar announced The Great Exchange Offer with a “Bring anything old and take anything new” concept which started from the 16th of Feb 2008.
• Under the exchange offer the customers were given exchange coupons and they were valid up to a particular date.
Sabse Saste Teen Din (Big days)
• “26 Jan Republic Day a National Holiday”Big Bazaar Marketing Department gave a new thought on this day in 2006 they started a new shopping festival, i.e. Sabse Saste Teen Din.
Wednesday Bazaar – “Hafte ka sabse sasta din”
• In January 2007, Big Bazaar introduced a Wednesday Bazaar concept called “Hafte Ka Sabse Sasta Din” with the aim to give homemakers the power to save the most on this day of the week
EMOTIONAL ASSOCIATION OF BIG BAZAAR WITH MIDDLE CLASS PEOPLE
Kishore Biyani is reported to have said that the word ‘Bazaar’ was mandatory for the name as they wanted to replicate the Indian Mandi or Market feel, and ‘big’ came about because this was a much larger concept than just a regular market.
PRODUCTIVITY AND QUALITY
• Huge customer base shows its productivity• All big brands under one roof• Emotional association with people in the form of
Bazaar• Availability of more than 1,70,000 products under
one roof• More power (bargaining)