ebaniya - marketing plan
TRANSCRIPT
eBaniya -Chahiye Jab Paiye Tab
Marketing Plan
Sparsh Arora – 9030241430 Soumabrata Dasgupta – 9030241431
Souma Basu - 9030241432 Sumit Aggarwal - 9030241433
AgendaProduct DefinitionTarget CustomersPositioningPackaging & FulfillmentAdvertisements and PromotionsPricingKey IssuesConclusion
Product DefinitionService to deliver FMCG and grocery
products as per customer convenience at his doorstep.
Multidimensional approach – SMS, Call, Phone Application and Internet.
No outlets, supplies directly from warehouse.Process low cost orders with same efficiency
as that of high cost orders
CompetitionMom and pop stores, Retail stores
Strengths: Existing market segment and reputationExtensive outlook to the consumersBrand reputation
Weakness: Heavy process cost in order to process low
cost ordersCannot provide After hrs serviceLacks personal touch
Market Share
Target Share
Mom & Pop StoreRetail StoresShopping WebSitesE Baniya
Mom & Pop StoreRetail StoresShopping WebSites
Current Market
Source: www.marketeer.com
Target CustomersAge Group – 18-40Literacy Level – Anyone who knows how to
make a callIncome Group – Middle and UpperDemographic – Metropolitan and semi-
metropolitanDouble Income No Kids (DINKs)Single Working Parents (SWPs)
Market SummaryMarket: past, present, & future
Early Adopters/Pioneers
Mass Market/Followers
Time
Number of
customers
Target Customers - Distribution
70%
20%
7% 3%
Population
Rural Metro DINKs SWPs
Source: www.marketeer.com
PositioningWe are providing the service to the customer
at low price but of high quality.Customer gets to order at his own time
without the need to leave the comfort of his chair.
Has a high reliability factor of goods being delivered.
Competitive Summary – Perception Mapping
Low Price Premium Price
QualityHigh
Mom and Pop stores
Big Bazaar
Foodland fresh
More.
eBaniya
QualityLow
Reliance
Packaging & FulfillmentService packaging
People will order using a small form or through short SMSs.
Minimum order will be Rs.200, and delivery will be made in paper bags.
Service will be delivered in 30 mins of ordering or at the mentioned time.
In case order not fulfilled at that instant it will be either dropped or fulfilled in next working day.
Payment can be done through internet, mobile or COD.No outlets only warehouses.Delivery will be done within 5km radius.
Launch StrategiesLaunch plan
In first phase we will target only corporate customers with no time for buying FMCG or groceries.
Then we will move towards other segments of society in Metros.
Next phase to launch in Semi-Metro CitiesPromotion budget
Promotional budget for phase -1 is Rs. 10 lacs.
Jan’10 Jun’10 Dec’10 Dec’11
Corporate Customers
Other Customers in Metro
Semi Metro
AdvertisingStrategy & execution
Pamphlets.Office coffee shopsWord of mouthCinema halls/Malls
Other PromotionDirect marketing
Door to door marketingSponsoring Corporate meetsDoing Social media marketing.
Marketing ProgramsDeclare 2nd April as Salary day where any single
order over Rs. 3000 will be given a discount of 5%.If payment made in cash then discount of 1% on
bill amount.For single orders above Rs. 5000 discount of 5%
will be given on next purchase.
PricingPricing
No charges on deliveries from 8 am to 10 pm5% or Rs. 25 whichever is higher for after
hours delivery.
PoliciesMost of the profits will come from the rent that
we are saving by NOT opening an outlet.Profit margins from FMCG will also play a
major part in meeting our pricing.
DistributionDistribution strategy
Small warehouses in various locations of metropolitans.
Reduces time in commuting.
Channels of distributionDirect inventory retail.
Success MetricsCustomer base of 1000 customers with
dedicated customers forming 15% part of it within first year of operations.
New customers using the service increasing our customer base and reach to newer areas and people.
Most of the new customers should use our service after word of mouth marketing.
Profit margins should increase helping to break even our operations cost by 2nd year of business.
Key IssuesGaining customer trust.CoverageBrandingApproachCompetition
ConclusionThe service though is new but has a demand
in the market.Initially the reach and demand of the service
might be low but it will increase down the line.
Promotions, pricing and placement of the product will help us in breaking the ice.
We need to be consistent in our performance to build a brand image over a period of time.
Thank You.