MARKETING MIX OF

PRESENTATION ON

DABBA-WALLAS

PRESENTED TO: PROF. RAJESH VYAS

PRESENTED BY:

MANJIRI DEWANG DEVYANI PAWAR ASAD SHAIKH DISHITA SURVE FIRDOS SHAIKH

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INTRODUCTION
Why Dabba-Wallas?
Why Did we choose this service for presentation? History

Present Statistics:
Avg. Literacy Rate : 8th Grade Schooling Total area coverage : 60 Kms Employee Strength : 5000

Number of Tiffin's : 2,00,000 Tiffin Boxes i.e 4,00,000 transactions every day.
Time taken : 3+3 hrs. (Total 8 hours working)

VISION
To satisfy the need of the working population for home cooked food

MISSION
To provide customer value and satisfaction through reliable and low cost tiffin delivery services

PRODUCT
Carry and deliver freshly made food from home Lunch time tiffin Delivery System product Element is a service There are other ancillary physical products such as Tiffin Box, 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.

OTHER PHYSICAL 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/-

PRICE
Standard price for all(Weight, Distance and Space).
Rs.300/ Dabba Delivered anywhere in mumbai-Origin Destination, Size, Shape Weight no bar Reliable low cost of service for delivering homed cooked food. Turnover is Approx Rs 50cr.Total Maintenance Cost of cycles is Rs300 that is for 2cycles per month . Maintenance of wooden boxes is Rs100 per person .If any Police robbery of Tiffin is Rs500 yearly.

PLACE
Journey.
Collected from different places of houses. Load the wooden crates. Choose to occupy the last compartment of the train. Re-arrange the tiffins as per thedestination area and destination building.

CONTD

60%

Legend
30%

10%

PROMOTION
Dabbawalas are in the distribution field since last 125 years. Referrals from friends and relatives. Word of mouth . Orders through SMS and online are accepted (online : through site mydawalla.com)

Used by other business units as promotional tool for their business units Maharashtra govt. roped them in to spread AIDS awareness Microsoft Participation in deal ya no deal contest by Sony Entertainment television which gave them more visibility

PROCESS
9:30 A.M- 10:30 A.M
Pick up Dabba from Residence/Caterer and bring it to Andheri Station.

10:34- 11:20 A.M

*Journey in Local Train*

11:20- 12:30 P:M

Unloading and Sorting at Destination Station.

2:48- 3:30P:M
Sorting at Destinations station.

1:15- 2:30 P.M

12:30 - 1:00 P.M

Delivery to respective customers.

Collection of Empty Dabba.

Returning Dabba to Residence/Caterer.

3:30- 4:40 P.M

PLACE

PHYSICAL EVIDENCE
Carrying Identity Cards

Various centres
Dabbawalas wear Gandhi caps which makes them easily identifiable.

PEOPLE
Dabbawalas operate in group of 25 30 , headed by a group leader

In one segment there are more than one groups

Mini government meets every month to help , guide and sort difference

CONTD

Recruitment is done by referrals

Training while joining the group 6 months training

Learns to follow the code of conduct Discipline After training, the dabawalla becomes the owner of the business
Customers Individuals with the requirement of home cooked food

SIX SIGMA

WHY SIX SIGMA

Intense competitive pressures especially from rapid globalization. Greater consumer demand for high quality products and services, little tolerance for failures of any type.

Top management recognition of the high quality at lower cost.

5 FORCES ANALYSIS
PORTERS FIVE FORCE THEORY
Competition: Its difficult to replicate their supply chain network New entrants: Fast food joints as well as office canteens. However, since neither of these serve home food, the dabbawallas' core offering remains unchallenged. Bargaining power of buyers: Delivery rates are so nominal (about Rs 300 per month) that one simply wouldn't bargain any further. Bargaining power of sellers: minimum infrastructure and practically no technology is used, hence they are not dependent on suppliers. Threat of a new substitute product or service: No substitutes to home cooked food in Indian scenario, hence threat to the dabbawalla service is not an issue in that sense. Although Fast food restaurants, Road side food stalls, Home Delivery food chains, Restaurants offering buffet service during lunch hours are a threat.

STRENGTH
Commitment, sincerity, punctuality and coordination among team members. High level of logistics management.

CONTD

No proper use of technology and more dependent on man power

Lack of sufficient funds. Education standards of the employees.

CONTD

OPPORTUNITY
Well structured railway facility helping in cost cutting. Great demand for them as Mumbai is metropolitan city and financial capital of the country

CONTD

Great competition from the outlets like pizza hut, sub way, KFC etc., Change in preferences of people from home food to outside food Mumbai is prone to floods which disturb the delivery of boxes

MARKETING STRATEGY
In services, personalized approach of the seller with the buyer is important Dabbawallas in Mumbai have created a market for themselves more brilliantly than the plush restaurants of the city or suburbs region. They are leaders in their field

Competition from fast food joints, canteens, Restaurants etc..

So tied ups with many catering services and hotels to cater to the vast number of office goers For many years, it was just word of mouth Now, they have their own website Includes tabs like jobs@Mumbai dabbawalas
CONTD

Revenue earning by promoting other brands due to their strong network

Perfetti to promote its first fruit-flavoured candy (sampling)

Gives revenue of around Rs 5 10/dabba

Big Cinemas Using tags that gave information on IPL matches being screened at its theatres and phone numbers for ticket bookings

SERVICE STRATEGY
Objective: work is workship leading to customer satisfaction. 4 Basic Elements: Target Market: Include students, Working people ( Bank Staff) and entrepreneurs who like to have home cooked food mid-day meal. Resulting into Substantial, sustainable, Profitable and accessible

CONTD

Service Concept: Home meal sourced from location of customers choice and delivered to customers place of office. Operating Strategy: Keep operation cost as low as possible Recruitment Policy Recommendation 2 Guarantors 6 months training with a salary of Rs.6000 Training Train travelling , Tiffin language, code of conduct and discipline , new customer engagement. Attrition rate 0% rate, high level of job satisfaction Buffer in lead time

CONTD

Service Delivery System : People Physical evidence Process Utmost dependence on human Capital has yield amazing results. Chanakya system of Sama-Dama-Danda-Bhed for the errant members. This ensures that the errant member stays within the system. Secondly, they are extremely particular about time and realise the value of every second in the value chain.

CONCLUSION
Utmost dependence on Human Capital: The most vital link in this chain of food delivery is human capital. Honesty and Integrity: The threads of integrity and honesty hold the dabbas together.

Discipline and Time Management: Extremely particular about time and realise the value of every second in the value chain.
Pride towards the work: The dabbawalas take their role as 'Annadatas' very seriously

CONTD

Recruitment policies and manpower management Each person in the value chain is selected very carefully and with due recommendation only. Complete Contentment 'Be contented in what you have' is the principle that governs their life. Musical Meditation: Their daily bhajans sessions seem to play an important role in relieving the day's stress.

Sustained success will lead to fame Continue to do their work without thinking about any gain.

NOTHING COULD BE AS IMPORTANT AS THE RESPONSIBILITY TAKEN BY YOU; THIS IS THEONLY PRINCIPLE DABBAWALLAS ARE FOLLOWING FOR LAST 116 YEARS, SAID RAGHUNATH THE DABBAWALAS PRESIDENT.