DIRECT MARKETING : DOSA ROLL

Presentation By :-
 Meherdad Rashid (107)
 Krupa Shetty (109)
 Gulshan Shivhare (110)
 Shweta Shreyan (111)
 Shweta Singh (112)
 Vijay Singh (113)
 Siddhartha Suryagandha (114)
 DIRECT MARKETING
 Direct marketing is a form of advertising that
reaches its audience without using traditional formal
channels of advertising, such as TV, newspapers or
radio.

 Business's communicate straight to the consumer

with advertising techniques such as fliers, catalogue
distribution, promotional letters, street advertising,
telemarketing, website, social networking and
blogging.
 FORMS OF DIRECT
MARKETING
Face to
face selling
Online Tele
Marketing marketing

Customer
&
Prospects
Kiosk Direct-
Marketing mail
Mkt

Direct- Catalog
response Mkt
TV Mkt
Marketing plan on Roll Dosa Roll
A new fast food Product….
 SUMMARY
Fast World, Less Time, Hence Fast-Food.

Health Conscious, Diversion from Fast food to Indian.

 Fast food outlet to serve new food item called as

DOSA ROLL.
Name of our outlet will be “Roll Dosa Roll” .

Vision “To be a world class international fast food

chain which takes an Indian delicacy around the
globe.”
 SUMMARY
 Immediate Need, No Remorse, On-the-Spot Decision.

According to Herzberg’s theory the absence of a

dissatisfier is not enough to motivate purchase.

Not just to serve, but also to Satisfy them.

Main Goal, satisfaction through taste, quality,

convenience coupled with hygiene.

According to Maslow’s theory we are trying to satisfy

one of the physiological needs, hunger at minimum cost
 PRODUCT OVERVIEW:

 
 Hot and Delicious “Dosa Roll” essentially a fast
food wrapped in the aluminum foil is easy to
handle and carry. Variety of stuffing is induced to
pamper people’s taste buds.

 Nutrition value is maintained at each level of

preparation thereby satisfying hunger in a
healthy way. We call it the Desi Food with a
western touch.
 Market Segmentation
 We segment our market based on the following
characteristics:-
Income
Lifestyle

 While segmenting market according to income, we consider

middle income and above as our regular customers.

 While segmenting market according to lifestyle, we consider

the fast moving mumbaikars, who hardly have time to spend
some time on a meal.

 This gives us our segment as people with a busy schedule

who are on the run and have less time to spend on their
meal.
 Market Segmentation
 This gives us our segment as people with a busy schedule
who are on the run and have less time to spend on their
meal.

 Another segment of people who just want to have a

normal meal and find our product as a probable option for
their need.

 A bonus market, not planning to spend too much in

advertising in the start and to convert such people into
regular customers it takes too much advertising expense.
 
 Clustered sampling and test our target market on the
characteristics of low – middle income and traditional –
modern lifestyle.
 Menu & Price
Masala Dosa Roll Rs.10/-
Chinese Dosa Roll Rs.12/-
Paneer Dosa Roll Rs.14/-
Chinese-Mayo Dosa Roll Rs.15/-
Special Dosa Roll Rs.20/-
Cheese masala Dosa Roll Rs.15/-

Cheese Masala Dosa Roll Rs.16/-

 Promotion via Direct Marketing
CATALOGUE
 Balloon advertising

 Free outlets

 Hoardings on bus stops and railways

TELE MARKETING
 PR Agency- yellow pages, Just Dial.com

 Contact through offices, schools, colleges,

private coaching institutes, general stores

 PROMOTION via Direct Marketing

ONLINE MARKETING
 Social websites
 Student websites
 Blogging
 Make my trip.com
 Web based delivery
 PROMOTION via Direct Marketing

KIOSK MARKETING
 ATM idle loop screens

EVENT Marketing
 Initial offer coupons for youths in colleges and

schools

DIRECT RESPONSE MARKETING

 Advertise through local cable channels.

 Pamphlets in local cyber cafes.

Do Visit Us…..

Thank You