Marketing Plan for

Tiffin Services in

Mumbai

Objective of Marketing Plan

• To introduce a New Tiffin Service in the market.

• “We Exist to attract and maintain customers by constantly exceeding their expectations with our Healthy, Hygienic, Home Style Cooked Food.”

MUMMY’S KITCHENCooked with Care, Served with

Love

MUMMY’S KITCHENCooked with Care, Served with

Love

Background

• Rich Indian Heritage of Food

• Indian Food – Culture Specific

• Food is the

– Source Of Energy

– Reason For Working

Why Tiffin Services?

• Consumer Analysis– Hectic Lifestyle

– Lack of Hygienic Home Style Cooked food

– Distant Job location

– Working Mothers

– Distant Education (Hostelites)

– Health and Hygiene Conscious

– Need for Proper Nutrition

Current Market Situation

• Increasing Need for Tiffin Services

• Lack of Complete Satisfaction by Competitors

• Competitors Disadvantages:– Low Supply Radius

– Lack of Hygiene

– Lack of Awareness among Consumers

– Service Quality

Current Market Situation

• More than 200,000 lunch boxes get moved every day by dabbawalas.

• Fragmented Market

• Scattered Players

• Largely Unorganized Segment

Competitors

Competitors

• A- Rasoighar Pure Veg Tiffin Services- Byculla

• B- Mr. Braganza- Santa Cruz

• C-Arsh Meal Services And Caterers - Peddar Rd

• E- Ruchira Foods – Dadar • F-Home Made Food

Products – Goregaon

• G- Green Veggies- Kandivali

• H-Annapurna Tiffin Services – Bandra

• J-Healthy Meal Tiffin Service – Andheri

• D- Tiffin Express - Matunga

Current Market Situation

• Increasing Need for Tiffin Services

Competitors Mummy’s Kitchen

Introducing for the first time in Mumbai Pure Vegetarian Food straight from your

own Mummy’s Kitchen.

MUMMY’S KITCHENCooked with Care, Served with

Love

What Are Your Food Preferences?

Gujrathi Food Punjabi Food

South Indian Cuisine

Healthy Foods

Bengali Food

Maharastraian Food

Why Mummy’s Kitchen?

• Does your Tiffin Walla supply only One Type of Meal?

• Does your Tiffin Get cold by the time it Reaches You?

• Are You apprehensive about the Hygiene of the Local

Tiffin providers?

• Are You Worried About Food Mixing in case of Veg

and Non–Veg Suppliers?

Why Mummy’s Kitchen?

We offer You the Following

Solutions……….

Why Mummy’s Kitchen?

• Lovingly made Just Like

Your mom’s Food.

• Traditional Approach

• Original Mummy’s

Recipes

• Pure Vegetarian

• 3 Time Meals

• Hygienic Food (No

Preservatives)

• Food Cooked And Served

Within One Hour

• Specially Designed Tiffins

(to ensure optimum Food

temperature)

Traditional Approach

• Different Regional Delicacies

• Different regions , Different Tastes

• Food Cooked By Regional Special Chefs

To Maintain Authenticity

Original Mummy’s Recipes

• Recipes taken from mothers and

grandmothers

• Thali Specially Co-Created by Tarla Dalal

Pure Vegetarian

• Purely Vegetarian Food • Hygienic Food – No Preservatives– Food Cooked In Saffola Oil And Aqua Guard

Water

• Freshly Sourced Ingredients• Our Own Unique Specially Ground Spice

Mix

Three Time Meals

• Breakfast At Your Table/Home/Office

– Glass Of Milk Or Juice

– 1 Fruit

– Breakfast Box – Regional Special

– Eg: Shera, Poha, Upma, Maggi,

– Cornflakes Available On demand

• Lunch Options

– Light: Salad, One Sabji, 3 Rotis, Dal ,Rice

– Medium: Salad, Two Sabji, 3 Rotis, Dal ,Rice

– Heavy:

Three Time Meals

• Dinner Options

– Light: Salad, One Sabji, 3 Rotis, Dal ,Rice

– Medium: Salad, Two Sabji, 3 Rotis, Dal ,Rice

– Heavy:

Three Time Meals

Cost

• Break Fast Rs.40 Per Day

• Lunch Rs.50 Per Day

• Dinner Rs.50 Per Day

• Package Deal

– 3 Meal Combo Rs. 120 Per Day

– 2 Meal (Lunch & Dinner) Rs. 90 Per Day

How to Order?

• Hungry???????? Call 1800 100 100

• Log on to www.mummyskitchen.com to

place an order.

How to Order?

• SMS “MUMMY” to 56789

• We have outlets/Vans at all premium

locations.

• Walk in to Our Vans to Place an Order

Convenient Payment Options

• Online Bank Transfer

• Mobile Credit

• One Stop Payment

• Credit/Debit Cards

• Cash

• Cheque

• Sodexo/Ticket Meal

Coupons

Delivery

• We have Vans at all premium locations.

• We Deliver from the Van to Customers

Place using Mopeds, Yo Bikes and

Cycles.

• We have Well Trained Delivery Boys.

Our Coverage

Value Added Services

• Corporate Lunches• Catering Services– Special Catering– Corporate Catering Services– Canteen Services

• Birthday Specials• Anniversary Specials

Marketing Strategy And Plans

Our Target Audience

• Mumabi City

– Corporates

– School Children

– Hostelites

– General Public

Marketing Strategy – Corporates

• Positioning:–Healthy , Hygienic Tasty Food–Convenient Option–Regional Special food

Marketing Strategy – Corporates

• Promotion Mix – 1st Three Months1. Handbills• As Inserts in Newspapers• Estimated Cost Rs. 200 per 1000 inserts• Conversion rate 1 out of 100 Customers• Total Cost for 6 lakhs Inserts = Rs. 120,000/-• Estimated Printing Expenses for Inserts

=Rs.6,00,000/-

Marketing Strategy – Corporates

• Promotion Mix – 1st Three Months2. Sample Mini Lunches in Corporate

Offices• Tie Ups with Corporates• Max. Cost Rs. 40 per Lunch• Conversion rate 1 out of 10 Trial Customers• Total Cost for 60000 Samples Spread over

Three Months = Rs. 24,00,000/-

3. Email Reminders

Marketing Strategy – Schools

• Positioning:–Healthy , Hygienic Tasty Food–Convenient Option–Mother makes Buying Decision

Marketing Strategy – Schools

• Promotion Mix – 1st Six Months1. Sample Mini Lunches in Schools– Tie Ups with Schools– Max. Cost Rs. 25 per Mini Lunch– Conversion rate 1 out of 10 trials– Total Cost for 20000 Samples Spread over Six

Months = Rs. 5,00,000/-– At PTA Meetings and on Open Days– Can also be use to target husbands

Marketing Strategy – Hostels

• Positioning:–Healthy , Hygienic Tasty Food–Convenient Option–Feel at home

Marketing Strategy – Hostelites

• Promotion Mix – 1st three Months1. Sample Lunch/Dinner in hostels– Tie Ups with Hostel warden– Max. Cost Rs. 40 per Lunch– Conversion rate 1 out of 10 trials– Total Cost for 20000 Samples Spread over three

Months = Rs. 8,00,000/-

Marketing Strategy

• Interactive Website – ww.mummyskitchen.com– Create Your own Menu,etc.

• Dedicated Call Centre – Call on 1800 100 100.• Promotion Contests– Best Recipe– Feature on the Tiffin

Marketing Strategy

• Reminder Advertising Cost = Rs. 50,00,000/-

• Expected Total Expenses = Rs.104,20,000/-

• Expected Results

– 6000 Corporate Clients

– 2000 Schools Children

– 2000 Hostelites

Financials

• Expected Total Sales in One Year – 10000 Customers

• Expected Revenue in 1st Year: Rs. 15,00,00,00

( 10000* 300days*Rs.50)

• Estimated Total Marketing Expenses:

Rs.104,20,000/-

Future Plans

• Expanding the customer base

• Moving to other cities

• Offering other services

Created By Roll No.Ankita Kumar 03Vishal Chaudhari 12Sunil Dwivedi 19Dipesh Gohil 27Sneha Kalro 38Neha Kamat 41

See You Tomorrow for Lunch