CAP TASK 4

1. A popular walk-in supermarket in a Tier-I city is planning on extending its

business into the home-delivery market, which is currently dominated by
certain established grocery delivery platforms. Develop a launch strategy for the
same.

LAUNCH STRATEGY

Step 1- Market Research

Primary survey of existing customers to see if people would be interested in getting groceries
home delivered. Conducting feasibility checks in the form of manpower required and roughly the
radius we would be catering to.

Step 2 - Competitive Research

Analyzing the market size to understand who are the major competitors and how much market
share our company can take over. We could focus more on quality maintenance as our Unique
Selling Proposition since we already have a trusted customer base.

Step 3- STP
Segmentation
Demographic - Income based and Age based segmentation
Geography- Based on proximity and radius
Behavioral- Loyalty and frequency
Psychographic- Occupational lifestyle

Targeting
Demographic - Household - Middle class and upper class - age group- 25-60 years
Geographic - Radius of 5 km, Tier 1 city
Behavioral - Loyal customer (offers based on frequency)
Psychographic - fast paced, working professionals, convenience seeker

Positioning - A2Z Genie is a grocery delivery service which provides a one stop solution for all
your household needs at your doorstep in under 30 minutes with a wide range of best quality
food items, personal care and cleaning & household products. With 20 years of being loyal to our
customers, we continue to put our customers' needs first and foremost.
Step 4- Product - 30 minutes delivery with minimum order price of Rs. 200 at minimal delivery
charges and an online catalogs of a wide variety of items catering to household needs through
bike (instant small orders) and van (bulk orders).

Step 5- Pricing
● Rs 30 per order for one time deliveries
● Membership subscription of 300 per quarter for frequent customers
● Free delivery on orders above Rs 3000

Step 6- Place
● Direct to customer services through delivery partners (bike and vans)

Step 7- Promotion
Schemes like
● Free delivery on first 5 orders
● Loyalty points to get discounts and offers
Advertising media
● Pamphlets and billboards
● Standees in stores, emails and text advertising to existing customer base.

Step 8- Actual Launch

2. Summarize the "Marketing Myopia" document in 400 words (attached in mail)

The case explores the problem of declining growth of the industry which can be attributed to
management failure. The problem identified is that the industries are product oriented and not
need/customer oriented for eg, hollywood is not in the movie business but it is in the
entertainment business. Focusing on customer orientation can do wonders for the growth even if
the market may seem saturated. Defining the industry, or a product or a cluster of know-how so
narrowly shows the lack of the will of the companies to survive and satisfy the public with
inventiveness and skill. Many industries like dry cleaning and electric utilities which assumed
themselves to be non-substitutable were eventually substituted by the likes of synthetic fibers
and solar and renewable sources of power. In truth, there is no such thing as growth industries,
there are only companies organized and operated to create and capitalize on growth
opportunities. The four conditions which usually guarantee self deceiving cycle :
1. Population Myth - The belief that profits are assured by an expandable and more affluent
population is dear to every industry.
 2. The belief that there is no competitive substitution for the industry’s major product
3. Too much faith in mass production and in the advantages of rapidly declining unit costs
as output rises.
4. Preoccupation with a product that lends itself to carefully controlled scientific
experimentation, improvement, and manufacturing cost reduction.
In any case,it should be obvious that building an effective customer oriented company involves
far more than good intentions or promotional tricks; it involves profound matters of human
organization and leadership. For the present, let me merely suggest what appear to be some
general requirements.

4. Refer to case of ‘Savlon Chalk Sticks’ attached along with the mail and write a summary
under the following sub-heads:

Summary
There was enough awareness about hand wash and hygiene but the problem was that people
were still not using soaps and hand wash. People were not acting upon the awareness which was
the problem that Savlon wanted to solve. Instead of patronizing the customers about hygiene,
Savlon put the health of the customers in their own hands. Savlon launched the ‘Swasth India
Mission’ to transfer health and hygiene among children from middle and lower middle class
families in tier 2 and tier 3 towns where health and hygiene could use a real boost. The objective
of the campaign was to help Savlon gain 2% market share. The company wanted Value and
Volume growth faster than their competitors. The company wanted value growth 20% faster than
the segment growth in tier 2 and tier 3 cities.

Conclusion
During the Swasth India Mission, Savlon grew 1.4 times more when compared to countrywide
sales. Survey was conducted amongst 366 students and 249 parents across schools in Lucknow
and Nagpur. The activity and engagement was instrumental in changing the attitude of both the
kids and parents toward washing hands. The Health Hands Chalk Sticks campaign has managed
to garner 9.4 million online impressions, a perfect engagement score of 1000 (compared to
Dettol's score of 751), on-ground engagement with 6 million people, and significant untracked
traction on dark social. Savlon's overall market share grew by 2.2% instead of the targeted 2%
making. Savlon the no. 3 hand wash brands in India within just one year of the Healthy Hands
Chalk Sticks and Swasth India campaign.