BRAND NAME

WeDesi Supermarkets

Our brand name of choice is a play on the hindi word 'Videshi' which means foreigner, most of our
target customers belong to the Indian subcontinent and have settled in the UAE. However by replacing
the 'Vi' with the English word 'we' it generates a sense of community in a foreign land, as 'desi' is also
now a part of the common english vocabulary and is used to refer to the people of Indian, Pakistani or
Bangladeshi descent living abroad. WeDesi as a name tries to create a feeling of home away from home
for our customers, which is also evident in out Tagline, ' the one stop destination for all your desi
needs'.

BRAND VALUE PROPOSITION

 WeDesi aims to create value for its customers by being the 'Home away from Home' for its
target audience and as our Tagline suggests as well, we intend to be the one stop destination for
all the desi needs. We aim to achieve that by providing authentic Indian cuisines ranging from
Biryanis to Gulabjamuns which is made possible via our intricate supply channels.

 WeCards : As our primary loyalty programme, WeCards are loyalty benefit cards which will be
issued to our regular customers. The card will carry perks for the cardholders which will include
exclusive offers, discounted prices and special on demand deliveries. This programme will also
enable us to learn more about our regular customers and mantain a database of invaluable
information.

 The ethnic appeal of our brand is another aspect of our value to the customer, and that will be
further enhanced by our promotional activities which will also involve the Desi communities. All
this enables WeDesi to be a part of the furniture in the neighborhoods with heavy
concentration of our target audiences.

PACKAGING AND LABELLING

Packaging preserves food quality as well as attracts customers. Most customers are likely to judge the
food quality from the package. Here are the factors considered in WeDesi's packaging decision:
  Protection: At WeDesi we have conducted a lot of research to get the best ideas for useful
packages that can protect the product from chemical reactions, light, and dust. Improper food
packaging affects the quality and taste of a product.
 Transportation: There are diverse types of packaging materials at our stores, from cans, bags,
and boxes to bottles. The products are packed in these containers so that they remain safe
during transportation.
 Influencing consumer purchasing habits: The colours and style of our food packaging play a vital
role in influencing the consumer’s buying decision. After all, the brain reacts to colours in
different ways, so we have chosen our packaging colours wisely. For example, white packaging
conveys simplicity and purity, and our colour theme complements that white with the red and
black stripes highlighting the range of products available at WeDesi while also increasing our
visual appeal. Our chosen font is readable and clear in order to cater to our vast target audience.

We intend to provide Paper and Cloth carry bags at checkout points for their environmental feasibility
and their reusability factor, which will increase the recall of our brand.

However for primary packaging of the WeDesi branded products, Plastic is ubiquitous. It is the lifeline of
food packaging. No packaging is as flexible, affordable and attractive as plastic. We have taken the
decision to choose the types of plastics to be used on the basis of their suitability to our needs and the
ease of recycling the particular packaging material. The two types of plastics to be used at WeDesi are:

 Polyethylene Terephthalate (PETE or PET) (Code: 1): Lightweight plastic and has great impact-
resistant properties. It is safe and easy to recycle. PETE is our chosen packaging option for
beverages, oil, water, salad dressing, and food retail products.

 High-Density Polyethylene (HDPE) (Code: 2): Low-risk plastic, suitable for recycling, making it
useful for the packaging of milk, water, cereal, and juice.

In order to cater to our target audiences, we intend to use the following types of labelling strategies:

 Brand Labelling: In order to gain the attention of the customers at our supermarkets, and
generate interest in the WeDesi products, Brand Labelling is a must as it will enable us to create
an impression on the visiting customers.

 Descriptive Labelling: For the ready to cook meals and other food items that are used as
ingredients, our labels will include interesting and innovative traditional recipes to create value
through our labels while also highlighting our sense of belongingness towards the Indian
subcontinent.
PORTER’S FIVE FORCES ANALYSIS

WeDesi responds to the five forces of external factors in the grocery and health food store industries.
Michael Porter’s Five Forces model identifies the most significant external factors or forces that
influence business development. In WeDesi’s case, this Five Forces analysis pinpoints the issues and
concerns that shape the company’s strategic direction. These external factors either support or limit the
growth of the firm.

1. Competitive Rivalry or Competition with WeDesi's Market (Strong Force)

WeDesi experiences the strong force of competitive rivalry. This element of the Five Forces analysis
model deals with the effects of firms on each other. In our case, the external factors that contribute to
this strong force of competition are as follows:

High number of firms (strong force)

High aggressiveness of firms (strong force)

Low switching costs (strong force)

WeDesi is in the grocery and health food store business, which is part of the retail industry. The retail
industry is saturated with many firms. Also, retail companies aggressively compete based on price,
service, quality and other variables.

2. Bargaining Power of WeDesi’s Customers/Buyers (Strong Force)

The bargaining power of consumers is strong in impacting WeDesi Supermarkets. This element of the
Five Forces analysis model refers to the effect of buyers on businesses. In our case, the external factors
that contribute to the strong bargaining power of customers are as follows:

Low switching costs (strong force)

High quality of information (strong force)

Small volume of individual purchases (weak force)

Most of WeDesi's customers are individuals whose purchases are small compared to the total revenues
of the firm. However, it is easy for customers to move to other retailers, corresponding to the low
switching costs.

3. Bargaining Power of WeDesi’s Suppliers (Moderate Force)

WeDesi supermarkets face the moderate impact of the bargaining power of suppliers. This element of
the Five Forces analysis model identifies the degree at which suppliers impose their demands on
business and the industry. In WeDesi’s case, the external factors that contribute to the moderate force
of supplier power are as follows:

Moderate level of supply (moderate force)

Large size of individual suppliers (moderate force)

High number of suppliers (weak force)

The exclusive supplier model implemented by WeDesi allows us to choose from a large array of Indian
food exporters who deliver food to the UAE. The company enjoys high bargaining power by virtue of
being a major and influential customer.

4. Threat of Substitutes or Substitution (Strong Force)

Substitutes present a strong force on WeDesi's operations. This element of the Five Forces analysis
model pertains to the impact of substitute products on business and the industry. The external factors
that contribute to the strong force of the threat of substitution are as follows:

High availability of substitute products (strong force)

Low switching costs (strong force)

Low cost of substitutes (strong force)

WeDesi supermarkets compete with many substitutes, which are products that are not classified as
authentic or high in quality. Most of these substitutes are cheaper. As a result, substitutes exert a strong
force on the firm. To address this part of the Five Forces analysis model, we focus on high quality. Also,
the company offers discounts and loyalty programmes to attract customers.

5. Threat of New Entrants or New Entry (Moderate Force)

WeDesi Supermarkets experience the moderate force of the threat of new entrants or new entry. This
element of the Five Forces analysis model deals with the effect of new firms in the industry. The external
factors that contribute to the strong force of the threat of new entrants are as follows:

Moderate ease of doing business (moderate force)

Low switching costs (strong force)

Moderate cost of doing business (moderate force)

WeDesi is in an industry where establishing a new business requires moderate spending, however the
licensing and permit regulations in the UAE limit the threat of international investors in the sector.
PROMOTIONAL STRATEGIES

 Seasonal Campaigns

We intend to develop Marketing campaigns around the Indian, Pakistani and Bangladeshi festivals and
marquee events. This will differentiate us from the competition and attract customers.

Unfortunately, people tend to see larger supermarket chains with often negative connotations. These
efforts can help us build camaraderie with our target audience.

Focusing on these national holidays can help us gain a positive reputation with our customer as less of
large corporations' standoff-ish personality.

For example, as an Indian supermarket chain, on Diwali we can have promotional offers on in demand
goods such as candles, sweets, chocolates, etc. to increase demand.

 Social Media Campaigns

In order to establish our online presence, WeDesi Supermarkets will also actively engage in Social Media
marketing. This will act as a medium to promote our offers while also acting as an interactive platform
with our customers. Boosting our Social media engagement and reach will be the goal of these
campaigns which will be achieved by using creative hashtags and the latest social media developments
such as the Reels feature on Instagram.

 Community Engagement Activities

WeDesi aims to create a sense of community with its customers. Initiatives such as conducting
Educational and Cooking classes and competitions in which potential consumers from the vicinity will be
encouraged to participate while also highlighting the quality of our own products available at the stores.
These initiatives will also be hosted in an online avatar, to boost it's reach even further. Other activities
would include social help and charity initiatives, by organizing food drives or distributing essentials such
as face masks and hand sanitizers especially in the Covid effected climate.