From Group-6Tharun (9012) Suuresh(9040)Nandita (9048) Malathi(9061)Dinesh(9062) Mithun(9082)

Abhinay(9075)

Vision and mission statementsVision:-• Our Vision is to remain the leading food services in India, by delivering total

customer satisfaction through:– Quality– Logistics– Cleanliness– Value by the development, contribution & commitment of our staff.

Mission Statement:-• Our goal is to give our customers total satisfaction and exceed their expectations

through: • Commitment to the continuous development and training of our staff• Good corporate citizenship and supporting the development of the society and

community• Commitment to our Vision

About the service

• Delivery of Food by just a call• Office gate service by UPMA HOUSE Mobile vehicle• Delivery service within 30 min from the UPMA HOUSE hub• UPMA HOUSE also offers party catering service through the

UPMA HOUSE Vehicles• Free delivery service • Call-Kitchen-Service• We offer services till midnight

Cont..

• Usage of different vehicles depending upon the size of the orders

– Usage of UPMA HOUSE Autos for order of 10-30

members(Office-gate-service and Call-kitchen-Service)– UPMA HOUSE Bikes for Direct order delivery– UPMA HOUSE vans for orders of above 30 people

STP

Segmentation- • Geographic segmentation

– Metropolitan and Urban cities• Demographic

– Income – Monthly sal of >10k and dual income families– Occupation – IT and Management professionals

• Psychographic – Working class

• Behavioral– People seeking benefits like quality, service, convenience and speed.

Cont..

• Targeting- • IT and Management professionals• Major IT hubs in India • Working class with dual incomes • Positioning:-• Positioning as “Food on wheels with office and home deliveries”.• You order, we deliver hot• Kitchen just a call away• Hungry? wanna eat healthy? just call UPMA HOUSE!!

7 P’s• Product-

– Tomato Upma– Andhra Upma– Aalu Upma– Gobi-Mutter Upma– Butter Upma– Kaju Upma– Paneer Upma– Masala Upma– Carrot Upma– Customized Upma

• Dosa – – Upma Dosa (with any variety of Upma mentioned above)– Varieties of Dosas

Cont..

• Pesarettu – – Upma Pesarettu(with any variety of Upma)

• Idli – Vada – – Idly -Masala Vada– Button idly -Masala Vada– Sambar Idly -Button Vada– Tamil Idly -Sambar vada– Ghee Idly -Palak vada

• Meals –– Special health meals like 3 or 4 meal pack. 3 meal pack is to deliver one

meal for every 2 and half hours along with snacker and 4 meal pack is to deliver one meal for every 2 hours with snacker. The meals can be customized too.

– Lunch or Dinner (North Indian or south indian) • Snacks

Cont..

• Price- – Slightly lesser than the existing market price

because of the cost competitive advantage derived through Hub/distribution based model.

– The prices include Actual price + Markup price + Perishability losses + losses in service

• Place-– Targeting IT hubs in India like Hyderabad,

Bengaluru, Pune.– Initially to be setup in Hyderabad

Cont..• Promotion- Upma house promotions are done for

building the Brand Image and to provide sufficient information about the service. Hence, we would like to promote it in the following ways:– Newspaper ads– Radio ads– Buzz marketing– Hoardings in Hitech city, Gachibowli, Madhapur– Promotional camps like Food festivals, IT professional

cooking camps and in In-Orbit Mall – CSR activities like conducting Traffic awareness weeks,

helping Old Age homes and Orphanages

• People-• Two head cooks• Four experienced cooks• Six helpers with knowledge in cooking• Six-on-the-go helpers with driving experience• Six delivery boys with bike riding capabilities• Five ground staff• Two accountants and two supervisors• Two telephone operators and data operators

• Physical Evidence-• One leased house near Madhapur• Upma House transport vehicles like Remodelled ‘Force’ Vans, ‘Tata

ACE’, ‘Mahindra Pick up’ and bikes.• Kiosks, tents and chairs• Uniforms for employees• Advanced kitchen equipment and cookery items for UPMA HOUSE

hub and vehicles

Cont..

• Process

Cont..

• Process for delivery of food

Cont..

• Process for Call-Kitchen-Service

SWOT Analysis

Strengths-• Early mover advantage in Specialized varieties of

UPMA• Early mover advantage in delivering meals,

breakfast and snacks• Wide variety of menu items• Cost competitiveness through distribution/hub

system and thereby saving costs of standstill restaurant

Weakness- • Loss due to perishable nature of products

Cont..

Opportunities-• Increased attention towards

Readymade/Ready to Eat food items• Increase in incomes and insufficient time

to cook Threats-• Municipality permissions• Fear of increasing petrol, diesel prices• Political uncertainties

Cost, turnover and breakeven

• Cost estimation:-– Capital cost (includes Hub and vehicle costs) – Approx. 25-35

lacs– Advertising expenses – 5 to 10 lacs– Total cost estimation – 30 to 40 lacs

• Expected Turnover:-

– Daily 500 people * Average price of Rs. 50 = Rs. 25,000– Annual turnover = 25,000*30*12 = 90 lacs

• Break even expected to reach in a year

Strategies

• Distribution of Privileged cards• Use of Advanced IT systems. • Initially to be started in Hyderabad• Plans to expand in Bengaluru• Future expansions to Pune and Chennai• To grow as a complete food service and facility

management organization in future• We accept Sodexho meal vouchers.• Strategic tie-ups with corporate.