JOYDIP

Group 3 :

Allen Rajesh Sanders

Ridhima Arora

Sheikh Shadab

Soochna SahuSuhasini Jain

Vishal Gupta

Concept Store in the Specialty

Food Retail SpaceSpecialty food retail offers a limited product range segmenting the market via niche

offerings

Market trends leading to the success of the format:• Increase in disposable income leading to change in consumer lifestyle and

aspirational level.

• Growing demand for international packaged and processed foods: more people

traveling internationally every year, which is driving, demand for varied cuisines.

• We’d be filling in a specific gap in the market by way of high quality offerings not

easily available.

20%

26%

17%

37%

When do people eat frozen

yogurt,

cupcakes,cheesecakes?

When do you eat

frozen yogurt?

Just about any time

When in the vicinity of

the store

As a snack

As a Desert

“64% of consumers prefer yougurts and ice-creams with toppings“

Need

Segmentation & Targetting

Need :Category Need :The concept of Frozen Yogurt parlours are new in Chennai

KEY PLAYERS

• Cocoberry : Domestic Player , began operations in 2009 with 24 outlets in 7 cities holding 95% of the market shar

• Red Mango : U.S Based company that began operations in 2012 with outlets in major metros

• Yogurberry : South Koren major opene din India in 2012 with outlets in Delhi

POSITIONING HIGHLIGHTS:

Joydip Speaks

We serve the finest, freshest yogurt,cheesecakes,cupcakes of the highest

quality ingredients . Our signature process of preparing your CUSTOM

CREATION on a frozen granite stores . We’re about more than just serving

up scrumptious dessert options. We are really in the business of making

people happy. From our enthusiastic, singing crew members, to the

shared laughter of a family enjoying a treat together if it’s making you,

your friends, or your loved ones happy, then we’re doing our jobs right

Triangle & Pentagon Model

Systems

Logistics Suppliers

Product

-Style & Fashion

-Intensity

-Assortment

People

Services

Knowledge

Value

Price

Climate

Communication

-Positional

-Promotional

Place :

Size

Location

Layout & Design

TRIANGLE MODEL

•For maintaining the LOGISTICS of store, the shelf life of all the

ingredients are identified below

•Shelf life regular yogurt is 10 days and under refrigeration it can

be stored upto 6 months .For Cupcakes , cheesecakes , it

remains to be 2-4 days

•Local SOURCING will be done for toppings(fruits, nuts,

chocochips), yogurt and cakes

•SYSTEMS :Linking stores through a comprehensive

computerization initiative, which include a point-of-sale solution

for the customer at the front end.

•Internal call centre for home delivery service.

•In store display of products and daily offers on big LCD screens

Place

Size- 600 square feet

Place- we are planning two

stores

1.Phoenix mall, Chennai

200 sqft

2 .Khadar Nawaz

Khan,Nungambakkam

250 sqft

Rental : 8 Lakhs/year for each

Franchise Cost : 5 Lakhs /year

Variance Vectors

In-store

•OOH displays in the mall

•DIY Workshops : in lean times , we will give the

customers a chance to create their own Dessert .

This would help us with Word of Mouth marketing

•Tasting options

•Special Kid packs : Focus on mini cup cakes, mini

cheese cakes

Social and New Media :

• Tying up with Food Bloggers , activity on online food

communities like Food Talk India , Eat Treat etc

• Hosting events via Food Talk India on Sunday

morning : DIY Workshop

• Engagement on Zomato

• Social Media Marketing , geo-targetting

• E-mail campaigns , coupons

Other :

• Tie-ups with Colleges and popular schools

Promotional Strategies

•Share your favourite flavour and topping with us today and

win an extra topping free the next visit

•Digital display board with all flavours and toppings

Instagram

•Recruiting young, enthusiastic and

dedicated employees

•Employees are appropriately trained

for delivering the service.

•Personality development and

grooming sessions are also provided

•Provide them with various facilities

such as medical help, consultation,

traveling facilities, perks and bonuses

•Team members are recognized and

rewarded based on ability and merit

for their contributions

•Concept tapping into the latent

needs of the customer

•Healthy variant of an ice-cream

caters to variety seeking customers

People

Customer Service: Making

improvement through team

work and employee

empowerment

Positioning: Quality over

quantity

Item Price

Basic: Regular Rs 120

Basic: Large Rs 200

With Toppings:

Basic

Rs 20

With Toppings:

Premium

Rs 30

Value & Pricing

Price: High price ( Due to

customization)

Value Drivers

Balance Sheet

(In Rs)

Income Statement

(In Rs)

SPM Model

Income Statement

and BS

BRAND outlet mall

Trading Area 250 200

Net Revenue / sqft 2080000/(250*365)=22.7

9

2922400/(200*365)=

40

NOB * ABV = Daily Sales 25 *220 = 5500 49* 160= 7840

GM% 56.7 % 55.51%

Retained GM / sqft 1180000/(250*365)=12.9

3

1622400/(200*365)=

22.22

Rent / Sqft/per day 8.76 10.95

People 3 2

Total Opex / sqft 14.25 17.8

Store Ebitda / sqft 8.54 22.2

Ebitda % 37.4% 55.5%

Store EBITDA Model(In Rs)

Thank You