MARKETING MANAGEMENT

presented by

 Amit Patil 40
 Amar Kondekar 25
 Abhishek Koli 24
 Farhan Yahu 60
 Ajay Raut 45
 Monika Sidana 51
 From the TOI article dated
16th September, 2009

• Mumbai commuters spend a month or mor

e on trains each year - India - The Times of I
ndia.htm
PRODUCT

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 PRODUCT
(Vegetarian Foods)

• Farm Fresh
(Fruits & Vegetables – Whole & Cut)

• Grain Fields
(Grains & Pulses)

• Spice Garden
(Spices & Condiments)
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 PRODUCT
(Non – Vegetarian Foods)

• Poultry
(Chicken & Eggs)

• From the Seas

(Sea Food)

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 STP
POSITIONING

SEGMENTATION

TARGETING

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 SEGMENTATION, TARGETING &
POSITIONING

• Segmentation : Population of Mumbai

• Targeting : Rail-road Travelers,

White-Collared People &
Caterers.

• Positioning : Between Local Vendors & Big

Retail Outlet
 SEGMENTATION
POPULATION DISTRIBUTION IN MUMBAI
4% 2% 1% 0%
2% 4%
2%
12% OTHERS 42%
SUB URBAN

SOUTH MUMBAI

30%
 BIFURCATION OF DAILY
COMMUTERS
TRAVEL

Others
Bus 12%
41%

Train
47%
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 SEGMENTATION

MUMBAI
• GEOGRAPHIC

• PSYCHOGRAPHIC

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 TARGETING

1. ALL HOUSE-HOLDS

2. CATERERS
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POSITIONING

BIG RETAILERS

BAZAAR - HAAT

LOCAL VENDORS
• Positioning our product on the basis of
 PRODUCT
 SERVICE
 PRICE
 CHANNEL
 PEOPLE
 IMAGE

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PROCESS

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 PROCESS A

PROCUREMENT
●
Farmer transports Vegetables and
Grains to Storage Hubs

STORAGE
●
All materials stored in proper conditions
●
Sorting, grading and packaging.

SUPPLY TO OUTLETS
●
Supply to city outlets as per
requirements.

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 PROCESS B
ORDER PLACEMENT
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Customer places order with call center

PROCESS ORDER

Record order
DESPATCH Re-confirm Queue order for
and customer processing
order & details
details
 PEOPLE
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• ENTREPRENEURS
• FRONTLINE STAFF AT
OUTLETS
• CALL CENTRE STAFF
• CUTTING, CLEANING,
SORTING STAFF
• DELIVERY STAFF
ENTREPRENEURS
 PHYSICAL EVIDENCE
• STORAGE AND DISTRIBUTION HUB
• DELIVERY VEHICLE
• OUTLETS
• FOOD PROCESSOR FOR CUTTING
• PACKAGING MATERIAL
• TWO-THREE WHEELERS

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DELIVERY VEHICLE
DELIVERY VEHICLES
PRICING

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 PRICING
NORMAL PROCESS THE BAZAAR-HAAT ADVANTAGE

FARMER
FARMER
BROKER

WHOLESALER
BAZAAR-HAAT
RETAILER

CONSUMER CONSUMER
 PRICING
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• Competitive Prices at Market Levels
• Vegetable Cutting charges at progressively
increasing rates
 During Peak Hours
- Free Up to 1 kg
- Rs.2 between 1kg to 2 kgs
- Rs.4 between 2kgs to 5 kgs
- Rs.1/kg for every kg above 5 kgs
 Other Timings
- Free Up to 5 kgs
- Rs.1//kg for every kg above 5 kgs
 PRICING
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• Delivery charges at progressively increasing

rates
 5:00 morning to 12:00 mid-night
- Free
 12:00 mid-night to 5:00 morning
- Rs.10
 PLACE
• Cuffe Parade
• Andheri (West)
• Powai
• Borivali (West)
• Thane (West)
• Ghatkopar (West)

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PROMOTION

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 PROMOTION
• Advertising

Local Cable TV
Within Trains
Leaflets in News papers
Bus (BEST TV)
Events sponsoring
Society Meeting

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Advertising
Advertising
Advertising
 PROMOTION (Contd……)

• Discounts on bulk purchases

• Credit purchases for regular customers

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 PROMOTION
• COMBO OFFERS

• PREPAID PAYMENTS
- RS.10 EXTRA PURCHASES ON EVERY
RS.100

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 PACKAGING

• WHY IMPORTANT TO US
• ADVANTAGES OF PACKING

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 PACKAGING
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FOR CUT VEGETABLES FOR WHOLE VEGETABLES

 BAZAAR -
HAAT

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FOR MEAT, FISH, PRAWNS FOR ONIONS, TOMATO, POTATO
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1. Available 24 x7
x365
1. High risk and High
2. Freshness
capital cost
3. Home delivery
4. Strong distribution
channel

1. Restaurants
1. New competitors and
2. Canteens
revamped strategies
3. Hostels
of existing
competitors
PORTERS 5 FORCE MODEL

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THANK YOU !!!