2 OUTLETS ANDHERI (WEST) Established in 1986

WHY MERWANS?
USP : Best Quality at reasonable prices as low as Rs 12. No franchisee, only word of mouth publicity Product Offering : Mawa cake, Cream cakes and fresh cookies, Smoothies, Puffs and Croissants, Bread items and Chocolates Target group : Middle class and upper middle class income group, students and working professionals.

Promotion Strategies
1) Leaflet distribution 2) Tasting counter just outside the shop (for new product awareness) 3) PR event - Workshop on baking confectionery and contests for all age groups. Educate people on the nutritional benefits of bakery products. 4) Advertisements on LCD Displays in BEST buses between Bandra and Goregaon. 5) Bundle of Joy - Celebration pack (Birthday, anniversary and wedding )

Promotion Strategies
6) Promotional offers on Group buying sites. (Snapdeal,Groupon and FreeCharge) 7) Home delivery option 8) Bulk SMS campaign (promotion of discount codes and new products) 9) Smoothie / Cooler of the month

Expenses :
List of expenses with time duration (month)
Printing of leaflets (5000 X 3 times a year) Tasting counter setup (only during new product introduction) Manpower deployed ( 2 fulltime and 2 part-time)

Costs involved (Rs.)

11,236 72,000

Total cost (Rs.)

33,708 7,000

(3 x 3,000) + (4 x 6,000 x 12)

2,97,000

Cost of cycle (2 cycles)

Marketing collaterals (visiting cards, in-store promotions, brochures)

4,950
48,000

9,900
48,000

costing (cont)
Bus stop ad costs( 50 buses prime time slot) Expenses for workshop (banners, rent, material) SMS campaign (1 lakh SMS valid for a year) Discounts offered online Lamp posts outside shop and near by locations to indicate direction 3,70,000 35,000 22,000 70,000 20000 x 2 3,70,000 35,000 22,000 70,000 40,000

Total

9,97,608

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