View
86
Download
0
Category
Preview:
DESCRIPTION
mad mites
Citation preview
INTRODUCTION
Commenced in 2011.
It is a night kitchen serving fast-food from 8pm to 4am.
Serves food, beverages and deserts.
Carters to the western suburbs of Mumbai (Bandra-Borivali)
Employee strenghth-2 cooks, 6 delivery boys and a receptionist.
Serves quality food at reasonable rate.
COMPANY ORIENTATIONS
Product concept Marketing concept Product concept Customer concept Social marketing concept
MARKETING TASK
Demand State
Marketing Task
Formal Name
Latent
Develop
Developmental
SEGMENTATION Geographically: Western suburbs of Mumbai
(Borivali to Bandra).
Demographic segmentation: Age : 16 onwards. Income. Occupation.
Behavioral
TARGET AUDIENCE Youth.
Students.
Working class (night shifts).
POSITIONING
Mad Bites will be positioned for the current interest in a quicker fast food at moderate to low prices.
PRODUCT Believes in providing affordable fast food to as many
people as possible as and when required by them.All fast food items.
Sandwiches Salads Pizzas Pav bhaji Rolls Burgers Pasta Chinese Parathas Biryani Milkshakes Juices Deserts
PRICE
All the items are moderately priced.
Pricing strategy:
‐ Mark-up pricing
‐ Basic cost of food + delivery cost +profit = selling price
PRICE-QUALITY STRATERGIES
High Medium
Low
High
Medium
Low
QUALITY
PremiumHigh Value
Super Value
Over Charging
Medium Value
Good Value
Rip - OffFalse
EconomyEconomy
PRICE
PLACE
Location: Powai
Andheri (east).
Does not matter as the aim of “Mad Bites” is quick delivery
PROMOTION
Word of Mouth.
Email marketing.
Sales promotion.
Social media.
MOT Critical Transactions between the frontline
personnel and the customers.
CRITICAL TRANSACTIONS FOR “Mad Bites” Communication over the phone while receiving
an order. Transactions between the delivery boys and
customers.
SWOT • Night kitchen• Less competitors
Strength
• Long difficult work hours• Consumer demands
Weakness
• Govt law • Day time kitchen (24/7
service)
Opportunities
• More competitors in future• Employment Issues
Threats
TOWS
OPPORTUNITIES
SO SHigher target audience, more consumption, more rolling, more market existence.
WO SGovt law shall compel the employees with flexible working hours, thus encouraging part time employees.
THREATS
ST SCome up with more innovation, variety, quality of food at affordable prices, thus challenging the competitors.First mover advantage.
WT SIncreasing consumer demands along with employment issues may end up the company retrenching. Financial issues can be over comed by joint venture.
STRENGTH WEAKNESSEXTERNAL FACTORS
INTERNAL FACTORS
O’S OF CONSUMER BEHAVIOUR
Object(what)
• Non-durable Food• Convenience
Objective(why)
• Hunger, thirst• Parties
Organization (who)
• Students • Youths • Working class (night
shift)
Operations (how)
• Order online• Calling them
...... CONTINUED
Occasion(when)
• Party • Nightout ,sleepovers • Get-to-gether
Outlet(where)
• Mad bites being a kitchen has delivery and not seating arrangements for guests.
...... CONTINUED
BCG
LIFE CYCLE
Mad b i tes
ANSOFFS MATRIX
Cos we serve at the maddest hour
Thank You
Recommended