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8/2/2019 7 Ps of Mumbai Dabbawala
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7Ps of Service Marketing onDABBAWALA
Presented by:Kunal 30
Shraddha 41Chirag 19Mohit 35Vikrant 43Tejas - 34
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Who are DABBAWALAS
Their belief: Five fingers are unequal but together they perform wonders- Carry tiffin (Lunch box) from the home of customer and carry it to their work place of
work.
- Started in 1890 & Registered as Charitable Trust in 1956
- Mostly illiterate
- Total area coverage: 60 Kms to 70 Kms
- Employee Strength: 5000
- Number of Tiffin's: 2,00,000 Tiffin Boxes i.e 4,00,000 transactions every day, Time
taken: 3 hrs
- Record: No strike and no police case since 1890. No attrition in 121 years
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7Ps of Service Marketing Mix
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Product
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Product
Product is their very own Service.
They carry tiffin (Lunch box) from the home of
customer, deliver it to their work place of work
and return to home.
Ancillary physical products: Gandhi Cap
Video CD on dabbawala
Dabbawala Mug
Dabbawala Tshirt
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Price
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Price
Cost of service - Rs. 300/month Standard price for all (Weight, Distance, Space)
Earnings -5000 to 6000 p.m.
Rs. 36 Cr. Turnover approx.
[6000*12*5000=360,000,000 i.e Rs. 36 crorep.a.]
No strike record as each one a share holder
Diwali bonus: one month's from customers
Gandhi Cap - Rs. 50/-
Video CD on dabbawala - Rs. 200/-
Dabbawala Mug - Rs. 250/-
Dabbawala Tshirt - Rs. 350/-
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Place
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Place
The Dabbawala System: On-Time Delivery, Every Time
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Promotion
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Promotion
Brand loyalty: Three generation of families are membersand three generation of families are customers.
Realizing the potential and reach of these dabbawalas, several brands
have tied up with them to reach out to consumers.
Reliance had used the network to promote the Reliance Power IPO.
Airtel also used the network to deliver and promote handsets, new
connections, and prepaid user cards.
Advertising on these dabbas could cost anywhere between Rs 5-10 per
dabba
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Mumbai Dabbawala Education Centre at Vikhroli
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Physical Evidence
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Physical Evidence
Error Rate: 1 in 16 million transactions
Six Sigma performance (99.999999)
Technological Backup: Nil.
Teamwork & Time Management
Standard price for all (Weight, Distance, Space)
Zero % fuel
Zero % modern
technology
99.9999% performance
Zero % investment
100 % Customer
Satisfaction
Zero % Disputes
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People
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No Alcohol Drinking & wearing white cap during business hours
Carry Identity Cards during work hours
Meetings are held in the office on the 15th of every month with emphasis
on customer service.
Problems resolved by association officials whose ruling is binding.
If a tiffin box is lost or stolen, an investigation is promptly instituted.
If a customer complains of poor service, the association can shift the
customer's account to another dabbawala. No dabbawala is allowed to
undercut another.
People & Management
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Process
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How they work- Process
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Service Blueprint
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Coding System
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Achievements
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We dont understand Six Sigma. We are a bunch
of illiterates. But we do know our prime
responsibilityCustomer Satisfaction. And toachieve that, we can put in hard work like no one
else
- President NMTBSARaghunath Megde
People study business books and then practice.We practiced first and have now become case
studies.- One of the Employee
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Thank You!!!
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