GROUP 6

Name ID
Mohammad Fazley Rabbi Apu 1620506630
Lutfunnahar Lota 1612613030
Fahalima Binta Faruque 1711775030
Mir Ghaus Alam 1721175030
Syham Islam Pranto 1811345030
Md. Mahin Rahman Saquif 1821131630
Chowdhury Rasif Raiyan 1711609030
ORGANIC
ORIGIN
 Industry Overview
RANKED 3RD IN
VEGETABLE
PRODUCTION

FROM PRODUCTION OF
19,396,755 TONS IN 2013-2014
FISCAL YEAR, 26,230,927 TONS
OF VEGETABLES PRODUCED IN
2017-18 FISCAL YEAR

35-40% VEGETABLES GET

WASTED FOR LACK OF
STORAGE FACILITY,
TRANSPORTATION
SYSTEM
 PROBLEMS IN THE INDUSTRY
HARMFUL CHEMICALS
• INORGANIC COMPONENTS
SUPPLY CHAIN IN THE VEGETABLES
• USING HARMFUL
FERTILIZERS AND
• SUPPLY CHAIN TOO MANY
PESTICIDES WEAK
INTERMEDIARY
• TIME CONSUMING
• ENCOURAGE USAGE OF
PRESERVATIVES (COLOURS
INFRUSTRUCTURE
• SYNDICATE AND FORMALIN) • LACK OF INNOVATION IN
• DRIVES UP THE MARKET THE AGRICULTURAL FIELDS
PRICE AND PRICE • LOGISTICAL PROCESS IS
FLUCTUATIONS TECHNOLOGICALLY
• FARMERS ARE DEPRIVED OF HANDICAPPED
• INCONSISTENT FIELD
FAIR PAY
VISITS BY AGRICULTURAL
OFFICIALS
MARKET GAP
 MARKET GAP

EXAGGERATED PRICE OF FAIR COMMODITY PRICE

CONSUMERS DEPRIVED OF FRESH/ORGANIC VEGETABLES
INCREASING DEMANDS FOR HOME DELIVERY OF GROCERIES
THE BIG IDEA

1. DOWNSIZE
INTERMEDIARIES IN THE SUPPLY
CHAIN

=
2. PROVIDE JUSTICE
 CLOSE THE
MARKET GAP

SUPPLY CHAIN JUSTICE

 CUT DOWN COST  FAIR PRICE MARGIN TO THE
 ENSURING FAIR PRICE AND FARMERS
REDUCTION OF  DELIVERY OF FRESH
FLUCTUATIONS ORGANIC QUALITY
 ELIMINATING UNETHICAL VEGETABLES
MEANS BY THE  CREATING SCOPE FOR
INTERMEDIARIES IMPROVEMENTS IN THE
 FASTENING THE PROCESS CULTIVATION PROCESS
TARGE
T
GROUP
 TARGET GROUP: B2C

GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC

LOCATIONS: DHAKA • AGE: 20-50 ATTITUDE: POSITIVE, HEALTH CONSCIOUS

• NORTH ZONE: • GENDER: MALE AND FEMALE LIFESTYLE: TV OPPOSING MODERATORS, LAZY OPPORTUNISTS,
INTROVERT INDIVIDUALS
GULSHAN • SOCIAL CLASS: MIDDLE CLASS
PERSONALITY TRAITS: AMBITIOUS PERSONALITY
BARIDHARA • INCOME: 25000 AND ABOVE
PREFERENCE: HEALTY FOOD, QUALITY PRODUCTS, FITNESS
BASHUNDHARA • FAMILY SIZE: BACHELOR, NUCLEAR,
EXTENDED BEHAVIORAL:
BANANI
• EDUCATION RANGE: UNDERGRADUATE • USAGE STATUS: POTENTIAL AND FIRST TIME USERS
MOHAKHALI DOHS AND ABOVE
• USAGE RATE: MEDIUM TO HEAVY USERS
• OCCUPATION: STUDENTS, SERVICE
HOLDERS HOUSE WIVES BENEFITS

• FUNCTIONAL BENEFITS: ORGANIC FRESH VEGETABLES, FAST

HOME DELIVERY, IMPROVED HEALTH

• EMOTIONAL BENEFITS: SATISFACTION, SAFETY, JOY

 TARGET GROUP: B2C

GEOGRAPHIC
LOCATIONS: DHAKA DEMOGRAPHIC PSYCHOGRAPHIC
• AGE: 20-50 ATTITUDE: POSITIVE, HEALTH CONSCIOUS
• NORTH ZONE:
• GENDER: MALE AND FEMALE LIFESTYLE: TV OPPOSING MODERATORS, LAZY OPPORTUNISTS,
GULSHAN • SOCIAL CLASS: MIDDLE CLASS
INTROVERT INDIVIDUALS

PERSONALITY TRAITS: AMBITIOUS PERSONALITY

BARIDHARA • INCOME: 25000 AND ABOVE
PREFERENCE: HEALTY FOOD, QUALITY PRODUCTS, FITNESS
FAMILY SIZE: BACHELOR, NUCLEAR,
BASHUNDHARA •
EXTENDED BEHAVIORAL:

BANANI • EDUCATION RANGE: UNDERGRADUATE • USAGE STATUS: POTENTIAL AND FIRST TIME USERS
AND ABOVE
• USAGE RATE: MEDIUM TO HEAVY USERS
MOHAKHALI DOHS • OCCUPATION: STUDENTS, SERVICE
HOLDERS HOUSE WIVES BENEFITS

• FUNCTIONAL BENEFITS: ORGANIC FRESH VEGETABLES, FAST

HOME DELIVERY, IMPROVED HEALTH

• EMOTIONAL BENEFITS: SATISFACTION, SAFETY, JOY

 TARGET GROUP: B2C

DEMOGRAPHIC
• AGE: 20-50
GEOGRAPHIC • GENDER: MALE AND FEMALE PSYCHOGRAPHIC
LOCATIONS: DHAKA • SOCIAL CLASS: MIDDLE CLASS ATTITUDE: POSITIVE, HEALTH CONSCIOUS

• NORTH ZONE: LIFESTYLE: TV OPPOSING MODERATORS, LAZY OPPORTUNISTS,

• INCOME: 25000 AND ABOVE INTROVERT INDIVIDUALS
GULSHAN
• FAMILY SIZE: BACHELOR, NUCLEAR, PERSONALITY TRAITS: AMBITIOUS PERSONALITY
BARIDHARA EXTENDED PREFERENCE: HEALTY FOOD, QUALITY PRODUCTS, FITNESS
BASHUNDHARA
• EDUCATION RANGE: UNDERGRADUATE BEHAVIORAL:
BANANI AND ABOVE • USAGE STATUS: POTENTIAL AND FIRST TIME USERS
MOHAKHALI DOHS
• OCCUPATION: STUDENTS, SERVICE • USAGE RATE: MEDIUM TO HEAVY USERS
HOLDERS HOUSE WIVES BENEFITS

• FUNCTIONAL BENEFITS: ORGANIC FRESH VEGETABLES, FAST

HOME DELIVERY, IMPROVED HEALTH

• EMOTIONAL BENEFITS: SATISFACTION, SAFETY, JOY

 TARGET GROUP: B2C

PSYCHOGRAPHIC
ATTITUDE: POSITIVE, HEALTH CONSCIOUS
GEOGRAPHIC DEMOGRAPHIC LIFESTYLE: TV OPPOSING MODERATORS, LAZY OPPORTUNISTS,
LOCATIONS: DHAKA • AGE: 20-50 INTROVERT INDIVIDUALS

• NORTH ZONE: • GENDER: MALE AND FEMALE PERSONALITY TRAITS: AMBITIOUS PERSONALITY
GULSHAN • SOCIAL CLASS: MIDDLE CLASS PREFERENCE: HEALTY FOOD, QUALITY PRODUCTS, FITNESS
BARIDHARA • INCOME: 25000 AND ABOVE
BEHAVIORAL:
BASHUNDHARA • FAMILY SIZE: BACHELOR, NUCLEAR,
EXTENDED • USAGE STATUS: POTENTIAL AND FIRST TIME USERS
BANANI
• EDUCATION RANGE: UNDERGRADUATE • USAGE RATE: MEDIUM TO HEAVY USERS
MOHAKHALI DOHS AND ABOVE

• OCCUPATION: STUDENTS, SERVICE BENEFITS

HOLDERS HOUSE WIVES
• FUNCTIONAL BENEFITS: ORGANIC FRESH VEGETABLES, FAST
HOME DELIVERY, IMPROVED HEALTH
• EMOTIONAL BENEFITS: SATISFACTION, SAFETY, JOY
 TARGET GROUP: B2B

HOTELS
RESTAURANTS SUPERSTORES

LOCATION: DHAKA
POSITIONING STATEMENT
PRODUCT, SERVICE, AND PRICE
 PRODUCT AND PRICE
1. SERVICE: 2. CORE PRODUCTS: 3. VALUE ADDITION
DELIVERY VEGETABLES

85 Taka/ kg 85 Taka/ kg 63 Taka/ kg

53 Taka/ kg 45 Taka/ kg 65 Taka/ kg

B2C: 40 TAKA IN-ZONE
DELIVERY
B2B: NO CHARGE ON
BULK DELIVERY

43 Taka/ kg 85 Taka/ kg 85 Taka/ kg

PRICING STRATEGY: VALUE ADDED PRICING

PLACE & PLYSICAL EVIDENCE
OGRANIC ORIGIN APPLICATION
PLACE & PLYSICAL EVIDENCE
OGRANIC ORIGIN WEBSITE
 PLYSICAL EVIDENCE

OGRANIC ORIGIN DEILVERY VAN AND MOTORBIKES

 PLYSICAL EVIDENCE

OGRANIC ORIGIN SOCIAL MEDIA PAGES

 PROMOTION
Transit Marketing
TRANSIT MARKETING
Private Transport TRANSIT MARKETING
GUERILLA MARKETING
SPONSORED MARKETING
PROMOTION
 PEOPLE

CUSTOMER INTERACTION AT 2 POINTS

1. CUSTOMER CARE
2. DELIVERY PROCESS
DEMAND AND CAPACITY MANAGEMENT

OPTIMUM CAPACITY
 PERFORMANCE MAINTENANCE

ON TIME DELIVERY.
FREE DELIVERY IN CASE OF
FAILURE

NATURAL OR ORGANIC QUALITY CHECK WHILE

FERTILIZERS PACKAGING.
INSTANT RETURN POLICY
ENSURE NATURAL
PESTICIDE METHODS MONITOR FARMERS
INSTEAD OF PESTICIDE. THROUGH FIELD WORKERS

RESPONDING ORDER SPECIFIC

ON TIME. RATING SO
DELIVERY MAN
CAN BE JUDGED
 Service Blueprint

Evidence
Delivery Person,
Physical
Application/ Order slip,
Website packaging,
Uniform, Delivery
Van/ Bike

Logs in on Can
Adds Online Receive
Customer

Applicatio Confirms Make in

Action

Product Product Vegetables, and

n/ Website Order App
to Cart Tracking Make payment
Payment

Line of Interaction Handover

Package and
(On Stage )
Contact Person

Receive
Payment
(Cash)

Line of Visibility
(Back Stage )

Customer
Care (Text,
or Call)

Line of Internal Interaction

System Delivery
Check and
Support
Process

Receives person Drive to Take Out

Pack Receives Customer
Order
Vegetable Package
Information Information Address
s and Products
Waiting Point
Fail Point
 SUPPLY CHAIN

Service
FARMERS Warehouse Area

Customer Delivery Electronic

Control Channel Channel
 MAINTAINENCE

• TEAM VISIT
• FEEDBACK
• SERVICE MANAGER
 COMPETITIVE ADVANTAGE
1. COMPARATIVELY LOW PRICED ORGANIC VEGETABLES

2. FRESH AND CHEMICAL FREE VEGETABLE

3. OWN DEELIVERY CHANNEL

 THREATS

1 PERISHABE GOODS

2 NATURAL DISASTER

3 DELIVERY CHAIN

4 USE OF HARMFUL CHEMICALS

INCREASED PRICE IN
5 SUPPLIES (FARMER’S END:
FERTILIZES, PESTICIDES)
T
TH
THA
THAN
THANK
THANK Y
THANK YO
THANK YOU
THANK YOU!