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Capstone Project
Team Members:
Waqas Shahnawaz
Arslan Ahmad Khan
Waqas Jabbar
Talal Malik
Afshan Nazakat
Sahar Zaheer
Introduction
• DeliveryTen is third party delivery service
• Started their operations in August 23, 2014
• Managing Direct...
Mission
You Think, We Deliver!
Our mission statement you Think, We Deliver reflects, how we care about
our customers. You ...
Business Problem
• Roots of these problems can be traced to the current approach of these startups
towards marketing, adve...
Objectives
• Branding
• Effective Online and Market place branding
• Identify key communication channels and give substant...
Objectives
• Brochure design
• Deli eryTe s brochure recently underwent a redesign, keeping in mind the previous mistakes ...
GAP Model
The Service Quality Model, also known as the GAP Model, was developed in
1985. It highlights the main requiremen...
PESTEL Analysis
• Political
• Many uncertain poitical events can affect the delivery company as people prefer more of
a ho...
• Technological
• Increase in technology hasincreased the pace of order processing and decreased
time due to which people ...
Competitor Analysis
Food Panda
• Currently, two major competitors of Deliveryten in food industry; Food Panda & EatOye.
• ...
Competitor Analysis
Lazy Grocer
• Lazy Grocers, competitor in non-food items.
• Operations in all sectors of Islamabad.
• ...
Research Methodology
• Conducted survey in Islamabad
• Mix of quantitative and qualitative research analysis
• Simple Rand...
Research Methodology
• Conducted two focus groups.
• One with two experts and second was with residents of Islamabad.
• Di...
Arslan Ahmed Khan
Reliability Test
• Reliability is a test of how consistently a measuring instrument measures
whatever concept it is measur...
Market Research
• Lack of awareness of Delivery Ten
• Expert focus group: emphasis on hygiene
• Second focus group: emphas...
Key Recommendations Based on Findings
• Hygienic food
• Real and achievable promises
• Discount deals on start of page
Branding
• According to AMA: a brand is a a e, ter , sig , sy ol or a y other
feature that ide tifies a seller s produ t o...
Taglines
• Food: Deli ious food at you doo step.
• “e ti e ts: We a e a out ho you lo e.
• Medici es: Your well- ei g is o...
Brochure Design
• delivery man wearing orange cap of deliveryten
• Holding a hot plate in one hand and shopping bags in th...
Website
• Area locator
• Special/promotional deals
• Rating options for customers
Consumer Insights (Trends of Foodies)
• Focus on delivery charges
• If quality is good, people are happy to pay extra
How to Target Foodies
• According to a survey in 2010, Pakistan is said to be the second largest
market for fast food cons...
Waqas Jabbar
Operations
DeliveryTen Operations
Website
www.deliveryten.com
Order placed
Notification received
by company
Order placed a...
Proposed Operations
Customer login>
website
(DeliveryTen)
Live Zilla, (profiling
of customer)
Order placed
Notification re...
SUPPLIER RELATIONS
In case of health care products
• Health care is a sensitive business
• Late delivery can be harmful
• ...
REGIONAL OPPORTUNITIES
• Introducing the new products and services
• Develop a New Market Segment or Move into New Geograp...
MIDDLE EAST (UAE)
• Population 9.3 million (Emirati 19%, other Arab and Iranian 23%, South
Asian 50%, other migrants (incl...
Conclusions and Recommendations
Complete services delivery provider rather than just being a food home
delivery provider.
...
Co ti ued……!
• Heavy emphasis should be made on advertising and promotions
• Place its sign boards or logos at partner res...
Current Scenario
• Currently, DeliveryTen has done partnership with EatOye on a load sharing basis
a d are pro idi g deli ...
LIMITATIONS
• The biggest time constraint that we faced in our research was with
reference to time
• Geographical restrain...
Appendixes
Pakistan
• 196,174,380 (196 million)Punjabi 44.68%, Pashtun (Pathan) 15.42%, Sindhi 14.1%,
Sariaki 8.38%, Muhajirs 7.57%, ...
SWOT Analysis
• Strengths
• Weaknesses
• Oppertunities
• Threats
Strengths
• Good behavior of staff
• On time delivery (delivering what promised)
• Convenient order processing and present...
Weaknesses
• Less awareness of deliveryten
• No live chat on website
• Not providing 24/7 services as their competitors ar...
Opportunities
• Provide discount coupons to give back to their loyal customers
• Capture the market for non-food items wil...
Threats
• Most of the customers are highly satisfied with their existing food delivery
company.
• No loyalty cards or disc...
1.Awareness
8.Value added services
9.Time to call delivery service
10. Factors that encourage to go for delivery
services
11. Delivery service consumed in last 1 month
12. DeliveryTen Awareness
13. Source of awareness
14. Services received from deliveryTen
15. Interaction with DeliveryTen
16. Try DeliveryTen if provided following features
17. If not, reason for not going for DeliveryTen
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
DeliveryTen Project by Air University
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DeliveryTen Project by Air University

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DeliveryTen Project by Air University

  1. 1. Capstone Project Team Members: Waqas Shahnawaz Arslan Ahmad Khan Waqas Jabbar Talal Malik Afshan Nazakat Sahar Zaheer
  2. 2. Introduction • DeliveryTen is third party delivery service • Started their operations in August 23, 2014 • Managing Director Mr. Shahid Rashid Rana • Providing delivery services of food and other items like cakes, medicines, books, tickets, grocery, sentiments, flowers and parcels • Currently serving the D, E, F, G, H and I sectors of Islamabad including Diplomatic Enclave, Damn-e-Koh, Pir Sohawa, Rawal Lake, Bani Gala, etc. • DeliveryTen has over 50 restaurants in Islamabad, that are part of Green Restaurants and Orange ones are paid for services.
  3. 3. Mission You Think, We Deliver! Our mission statement you Think, We Deliver reflects, how we care about our customers. You just have to think what you want and from where? And the realization of your desire rests with us. We deliver your desired food oven hot all the way from restaurant to your door step quickly and safely.
  4. 4. Business Problem • Roots of these problems can be traced to the current approach of these startups towards marketing, advertising and operations. • This is largely due to the lack of actionable and quantifiable consumer insights. • We as consultants for DeliveryTen, will provide adequate information regarding the trends of foodies and how to target them. • We are also going to do a key profile on the competitors of DeliveryTen and identify any global opportunities that may exist in the future. • The operations need a major revamping. • The supplier relations and potential markets will be a key aspect that we will discuss in the further sections.
  5. 5. Objectives • Branding • Effective Online and Market place branding • Identify key communication channels and give substantial recommendations to harness their potential. • Individual Tag line for each service they are providing from food to delivery of other non-food items • Consumer Insights • Trends of Foodies • How to target Foodies • Insights with regard to other services
  6. 6. Objectives • Brochure design • Deli eryTe s brochure recently underwent a redesign, keeping in mind the previous mistakes and also added additional details to cover its breadth of services. • Competitor Analysis and Global Opportunities • Identify Deli eryTe s major competitors in every service offering and produce a comprehensive competitor analysis. • Operations • The client is currently experiencing operational issues relating to employee engagement, employee rete tio , lear u dersta di g a d o u i atio of a age e t s roles a d de ar atio of operational boundaries. • Supplier Relations and Potential Markets • Contact various suppliers on their behalf and educate them about DeliveryTen services, like in the retail health care sector, the client wants students to meet with the managers or proprietors of D. Watson and Shaheen Chemist
  7. 7. GAP Model The Service Quality Model, also known as the GAP Model, was developed in 1985. It highlights the main requirements for delivering a high level of service quality by ide tifyi g gaps in services that can lead to unsuccessful delivery of service. (Chow and Ng, 2007) • Gap 1 – not knowing what customers expect • Gap 2 – not having the right service designs and standards • Gap 3 – not delivering to service standards • Gap 4 – not matching performance to promises
  8. 8. PESTEL Analysis • Political • Many uncertain poitical events can affect the delivery company as people prefer more of a home delivery to avoid any hustle. • Economical • GDP of 4.2% FY15 slightly higher than 4.0% FY 2014 which is good sign for Pakistan. • Interest Rate reduces from 8% FY14 to 7% FY15. • The inflation declined from 8.2% FY2014 (June) to 2.1 % FY 2015 (April). • Social Environment • Due to less ti e people do t ha e ti e to dinne out which increase the demand for home delivery services of food and other items at different events.
  9. 9. • Technological • Increase in technology hasincreased the pace of order processing and decreased time due to which people want things done at their ease. • Environmental • Many uncertain environmental factors like natural calamities and unusual environmental changes affect the businesses like in delivery service so they need to take precautionary measures to handle these challenges. • Legal • According to Pure food Ordinance 1960, companies should not involve in any false warranty or import or export of such items which are legally or religiously questionable.
  10. 10. Competitor Analysis Food Panda • Currently, two major competitors of Deliveryten in food industry; Food Panda & EatOye. • Dominant presence of these two services in Islamabad • Sign boards outside the partner cuisines. • Global presence of food panda HQ in Berlin, 40 countries and 1000 employees. EatOye • EatOye limited to geographical boundaries of Pakistan, partnership with 1000 restaurants • Ease of table reservation
  11. 11. Competitor Analysis Lazy Grocer • Lazy Grocers, competitor in non-food items. • Operations in all sectors of Islamabad. • Ease of payment on delivery and free home delivery for orders above Rs. 2000 • 10,000 products and time frame of 4 hours. • Facility to subscribe for newsletter. • Heavy investment in outdoor advertisements.
  12. 12. Research Methodology • Conducted survey in Islamabad • Mix of quantitative and qualitative research analysis • Simple Random Sampling • Primary tool for research are questionnaires and focus group. • Distributed 3000 questionnaires out of which 2400 were used for analysis. • Questionnaire focused on current problems of deliveryten and awareness among people of Islamabad • Competitor survey • Variables that we used in our questionnaire; awareness, customer satisfaction, value added services, convenience, consumption and the awareness of Delivery Ten.
  13. 13. Research Methodology • Conducted two focus groups. • One with two experts and second was with residents of Islamabad. • Different questions were asked and showed website to check their experience with each service.
  14. 14. Arslan Ahmed Khan
  15. 15. Reliability Test • Reliability is a test of how consistently a measuring instrument measures whatever concept it is measuring • we had distributed 3400 questionnaires out of which 2400 were complete and were able to represent the data. Therefore, the Alpha for reliability test is 0.911 which means that our data is 90% valid and we can rely on this data for future considerations Case Processing Summary N % Cases Valid 2400 100.0 Excluded 0 .0 Total 2400 100.0 Reliability Statistics Cronbach's Alpha N of Items .911 85
  16. 16. Market Research • Lack of awareness of Delivery Ten • Expert focus group: emphasis on hygiene • Second focus group: emphasis on interactive website
  17. 17. Key Recommendations Based on Findings • Hygienic food • Real and achievable promises • Discount deals on start of page
  18. 18. Branding • According to AMA: a brand is a a e, ter , sig , sy ol or a y other feature that ide tifies a seller s produ t or ser i e as disti t fro those of other sellers • A Satisfied Customer is our best Business Strategy • Delivery Ten has also been ranked among the top-100 startups in the Startup Expo 2015 that has recently taken place in Islamabad
  19. 19. Taglines • Food: Deli ious food at you doo step. • “e ti e ts: We a e a out ho you lo e. • Medici es: Your well- ei g is of ou o e . • Tickets: Fo you, e ill ait i ueues. • Parcels: We o e f o pla e to pla e. “o, you a o k i pea e.
  20. 20. Brochure Design • delivery man wearing orange cap of deliveryten • Holding a hot plate in one hand and shopping bags in the other • Website and contact details on first page • 2nd page: taglines and salient features • 3rd page: crossword puzzles
  21. 21. Website • Area locator • Special/promotional deals • Rating options for customers
  22. 22. Consumer Insights (Trends of Foodies) • Focus on delivery charges • If quality is good, people are happy to pay extra
  23. 23. How to Target Foodies • According to a survey in 2010, Pakistan is said to be the second largest market for fast food consumption • Traveling fatigue and stress • Sign boards outside partner cuisines and restaurants
  24. 24. Waqas Jabbar
  25. 25. Operations DeliveryTen Operations Website www.deliveryten.com Order placed Notification received by company Order placed at restaurant by company Inform rider about order details Order dispatched to customer Order received by customer
  26. 26. Proposed Operations Customer login> website (DeliveryTen) Live Zilla, (profiling of customer) Order placed Notification received by the company Order placed at the restaurant Notification received by the rider Tracking services activated (GPS locate the rider) Order dispatched by the rider Order received by the customer Sms notification received by the customer(how you rate the service) Sms notification to alert customer for different deals
  27. 27. SUPPLIER RELATIONS In case of health care products • Health care is a sensitive business • Late delivery can be harmful • Obey the laws enforced by ministry of health • Maintaining the values • Very hard to trust on delivery Boy
  28. 28. REGIONAL OPPORTUNITIES • Introducing the new products and services • Develop a New Market Segment or Move into New Geography • Start a Chain • Innovation and Entrepreneurship • Enhance domestic competitiveness • International Trade • Franchising or offering the business opportunity • Form an Alliance • Merger and Joint Venture
  29. 29. MIDDLE EAST (UAE) • Population 9.3 million (Emirati 19%, other Arab and Iranian 23%, South Asian 50%, other migrants (includes Westerners and East Asians) 8%) • GDP $643.846 billion • GDP composition(Agri(0.6%),industry (58.9%), services (40.5%) • Per capita $65037 • Foreign reserves $74.7 billion • Inflation rate 2.2% • High Purchasing power • High market potential
  30. 30. Conclusions and Recommendations Complete services delivery provider rather than just being a food home delivery provider. • Food: Deli ious food at you doo step. • “e ti e ts: We a e a out ho you lo e. • Medici es: Your well- ei g is of ou o e . • Tickets: Fo you, e ill ait i ueues. • Parcels: We o e f o pla e to pla e. “o, you a o k i pea e.
  31. 31. Co ti ued……! • Heavy emphasis should be made on advertising and promotions • Place its sign boards or logos at partner restaurants • Train their employees and provide them with a sense of belongingness and make them feel like a part of the organization • Track rider through Mobilink location based services • Safety packing System ( Hygiene purpose to max quality) • Short list better food quality provider restaurants • Should launch android and IOS application of DeliveryTen • Make website more interactive and animated
  32. 32. Current Scenario • Currently, DeliveryTen has done partnership with EatOye on a load sharing basis a d are pro idi g deli ery ser i es for those restaura ts hi h do t ha e their own riders but the order comes from EatOye. • This is very good move for DeliveryTen as they can learn and adopt many things from EatOye as they are operating from past 3 years. • DeliveryTen, instead of doing this partnership could sign an agreement with EatOye and specify the areas for the companies to serve. • In current condition, there might be a chance of losing the customer base and the brand equity of DeliveryTen, as the main beneficiary is EatOye and they are communicating their customer a message that we will provide you whatever and from wherever you order.
  33. 33. LIMITATIONS • The biggest time constraint that we faced in our research was with reference to time • Geographical restraints • Not have access to corporations and offices to filled the questionaires • Non serious attitude of respondents
  34. 34. Appendixes
  35. 35. Pakistan • 196,174,380 (196 million)Punjabi 44.68%, Pashtun (Pathan) 15.42%, Sindhi 14.1%, Sariaki 8.38%, Muhajirs 7.57%, Balochi 3.57%, other 6.28% • GDP $237.5 billion (GDP composition agri 25.1%,industry 21.3%services: 53.6% • GDP per capita $4700 • Foreign reserves $14.41 billion
  36. 36. SWOT Analysis • Strengths • Weaknesses • Oppertunities • Threats
  37. 37. Strengths • Good behavior of staff • On time delivery (delivering what promised) • Convenient order processing and presentable website • Quick response to customer query • Expanded their operations in non-food items.
  38. 38. Weaknesses • Less awareness of deliveryten • No live chat on website • Not providing 24/7 services as their competitors are doing • Not regarding loyal customers through any loyalty program or card. • Weak advertising over the internet, like on blogs and news websites.
  39. 39. Opportunities • Provide discount coupons to give back to their loyal customers • Capture the market for non-food items will provide them competitive advantage.
  40. 40. Threats • Most of the customers are highly satisfied with their existing food delivery company. • No loyalty cards or discounts for regular customer could make their usto er s it h to o petitors ser i e.
  41. 41. 1.Awareness
  42. 42. 8.Value added services
  43. 43. 9.Time to call delivery service
  44. 44. 10. Factors that encourage to go for delivery services
  45. 45. 11. Delivery service consumed in last 1 month
  46. 46. 12. DeliveryTen Awareness
  47. 47. 13. Source of awareness
  48. 48. 14. Services received from deliveryTen
  49. 49. 15. Interaction with DeliveryTen
  50. 50. 16. Try DeliveryTen if provided following features
  51. 51. 17. If not, reason for not going for DeliveryTen

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