खात्री

FROM FARMERS TO KIRANA

Mega Launch Plan

15-04-2019

Team Name: Gurkhas

College Name: IIM, Ahmedabad
Member: Basavraj Vishnu Bidave
Member: Sukesh Kumar Nayak
 TARGET MARKET ALLOCATION AND ASSUMPTIONS
Projected no. of Customers after Mega Sales Launch
18000
16000
14000
12000
10000
8000
6000
4000
2000
0
Existing South Mumbai Western Central Thane City Thane Down

Total Stores Estimated Downloads Estimated Orders

PROJECTED NO. OF CUSTOMERS AFTER MEGA LAUNCH

Total Stores Estimated Downloads Estimated Orders
54,271 40,415 13,200

Zone Salespersons Assumptions Used in the Plan:

South Zone 11
1. Linear Forecast of Kirana Stores from the existing data using the line
Western Zone 19 equation: y = 0.1893 x + 1.9705, where
1. y: estimated number of ordering customers
Central Zone 15
2. x: given number of Kirana Stores in each zone
Thane City 5 2. Demand = Supply { Availability of stock, transportation facility,
salespersons and good weather }
Thane Down 23 3. Expense Variation in budget allocation accounted at the rate of +10%.

Zone and Coverage Mapping for the Mega Sales Launch

 BUDGET ALLOCATION FOR DIFFERENT COSTS TO BE INCURRED Sales Growth Estimate for 6 months (24 weeks) in ‘00000
₹ 35,000.00
No. Description Quantity Rate Cost Budget (Cr) ₹ 30,000.00
₹ 25,000.00
CUSTOMER ACQUISITION COST ₹ 4.06
₹ 20,000.00
1. Sales Persons 75 ₹ 50,000 ₹ 37,50,000 ₹ 0.4125 ₹ 15,000.00
₹ 10,000.00
2. Digital KYC 37,220 ₹ 150 ₹ 93,05,000 ₹ 1.0230
₹ 5,000.00

3. Product Sample 37,220 ₹ 400 ₹ 1,86,10,000 ₹ 2.0460 ₹-

0 3 6 9 12 15 18 21 24

MARKETING COSTS ₹ 4.71

Time (Months) 1 3 6
1. Hoardings 74 ₹ 4,00,000 ₹ 2,97,76,000 ₹ 3.2754
Projected Sales (Cr) ₹ 2.265 ₹ 8.950 ₹ 33.000
2. Fliers 15,00,000 ₹3 ₹ 45,00,000 ₹ 0.4950
Remarks for the Mega Launch
3. Exclusive Stands 13,200 ₹ 350 ₹ 46,20,000 ₹ 0.5082

4 Printed Packages 26,40,000 ₹ 1.5 ₹ 39,60,000 ₹ 0.4356 1. Salesperson:

1. Recruitment: Local Training: 5 days | Coverage: 10
BACKEND - OPERATION COSTS ₹ 1.17 stores/day
2. Objective: Fill up Digital KYC, Promote USP & Sample
1. Customer Care 132 ₹ 52,500 ₹ 69,30,000 ₹ 0.7623 Distribution
2. App Upgrade - - - ₹ 0.1000 2. Hoardings and Fliers:
1. Customised and Localised in various places of Mumbai and
3. Farmer Registration 1,320 ₹ 150 ₹ 3,30,000 ₹ 0.0363 local Newspapers
3. App Upgradation: To include interface in local languages &
4. Logistics Tie-Up 1,320 ₹ 500 ₹ 6,60,000 ₹ 0.0726 server upgradation.
5. Return Policy 132 ₹ 15,000 ₹ 19,80,000 ₹ 0.2178 4. Customer Care Upgradation: 1:100 service ratio, 12x7 support.
5. 7-day Return Policy
Total Cost ₹ 9.95 6. Extra Logistic Support and Farmer Acquisition
 Priority Table for Activities

Start End Duration 15-21 Apr 22-30 Apr 1-10 May 11-17 May 18-24 May 24-31 May
Activities 0
Date (Days) Week (-)2 Week (-)1 Week 1 Week 2 Week 3 Week 4

Sales Person
Sales Person Recruitment 15-Apr 21-Apr 6
Sales Person Training 22-Apr 30-Apr 8 M
Customer Registration 01-May 31-Jul 91
E
Hoarding G
Hoarding & Fliers Design 15-Apr 21-Apr 6 A
Hoarding Fixing 22-Apr 30-Jun 69
Newspaper Advt. 01-May 30-Aug 121
L
Back - End Operation A
Farmer Registration 15-Apr 24-May 39 U
Exclusive Stands 15-Apr 30-Jun 76
N
App Upgrade 15-Apr 30-Apr 15
Logistics Booking 22-Apr 10-May 18 C
Printed Package 22-Apr 17-May 25 H
Customer Care Upgrade
Product Sample 22-Apr 30-Jun 69 Customised Fliers for Farmers and Kirana Store Owners

USP’s:

1. Customised and Localised ads that include existing farmers as well as

Kirana store owners to increase brand loyalty value.
2. Provision of exclusive stands to accommodate the product provided in
the shop.
3. Customised packaging materials to include farmer details, and a map
to show where the commodity is sourced from.

Thank You Customised Packaging for building Brand Loyalty