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7Ps of Service Marketing onDABBAWALA

Presented by:Kunal 30

Shraddha 41Chirag 19Mohit 35Vikrant 43Tejas - 34

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Who are DABBAWALAS

Their belief: Five fingers are unequal but together they perform wonders- Carry tiffin (Lunch box) from the home of customer and carry it to their work place of

work.

- Started in 1890 & Registered as Charitable Trust in 1956

- Mostly illiterate

- Total area coverage: 60 Kms to 70 Kms

- Employee Strength: 5000

- Number of Tiffin's: 2,00,000 Tiffin Boxes i.e 4,00,000 transactions every day, Time

taken: 3 hrs

- Record: No strike and no police case since 1890. No attrition in 121 years

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7Ps of Service Marketing Mix

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Product

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Product

Product is their very own Service.

They carry tiffin (Lunch box) from the home of

customer, deliver it to their work place of work

and return to home.

Ancillary physical products: Gandhi Cap

Video CD on dabbawala

Dabbawala Mug

Dabbawala Tshirt

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Price

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Price

Cost of service - Rs. 300/month Standard price for all (Weight, Distance, Space)

Earnings -5000 to 6000 p.m.

Rs. 36 Cr. Turnover approx.

[6000*12*5000=360,000,000 i.e Rs. 36 crorep.a.]

No strike record as each one a share holder

Diwali bonus: one month's from customers

Gandhi Cap - Rs. 50/-

Video CD on dabbawala - Rs. 200/-

Dabbawala Mug - Rs. 250/-

Dabbawala Tshirt - Rs. 350/-

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Place

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Place

The Dabbawala System: On-Time Delivery, Every Time

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Promotion

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Promotion

Brand loyalty: Three generation of families are membersand three generation of families are customers.

Realizing the potential and reach of these dabbawalas, several brands

have tied up with them to reach out to consumers.

Reliance had used the network to promote the Reliance Power IPO.

Airtel also used the network to deliver and promote handsets, new

connections, and prepaid user cards.

Advertising on these dabbas could cost anywhere between Rs 5-10 per

dabba

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Mumbai Dabbawala Education Centre at Vikhroli

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Physical Evidence

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Physical Evidence

Error Rate: 1 in 16 million transactions

Six Sigma performance (99.999999)

Technological Backup: Nil.

Teamwork & Time Management

Standard price for all (Weight, Distance, Space)

Zero % fuel

Zero % modern

technology

99.9999% performance

Zero % investment

100 % Customer

Satisfaction

Zero % Disputes

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People

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No Alcohol Drinking & wearing white cap during business hours

Carry Identity Cards during work hours

Meetings are held in the office on the 15th of every month with emphasis

on customer service.

Problems resolved by association officials whose ruling is binding.

If a tiffin box is lost or stolen, an investigation is promptly instituted.

If a customer complains of poor service, the association can shift the

customer's account to another dabbawala. No dabbawala is allowed to

undercut another.

People & Management

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Process

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How they work- Process

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Service Blueprint

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Coding System

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Achievements

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We dont understand Six Sigma. We are a bunch

of illiterates. But we do know our prime

responsibilityCustomer Satisfaction. And toachieve that, we can put in hard work like no one

else

- President NMTBSARaghunath Megde

People study business books and then practice.We practiced first and have now become case

studies.- One of the Employee

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Thank You!!!