Wohi swaad


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Wohi swaad

  1. 1. Presented by Apurb Sinha Ritu Anand Vibha Garg
  2. 2. Diversity in food
  3. 3. Diversity in Culture
  4. 4. Cosmopolitan society
  5. 5. Mission & Vision <ul><li>Mission : </li></ul><ul><li>To provide people with authentic food so that they remain attached to their culture and experience the Wahi Swaad… </li></ul><ul><li>Vision: </li></ul><ul><li>To become a retail chain in next five years of operation and open stores in major cosmopolitan city in India. </li></ul>
  6. 6. Core Idea <ul><li>Authentic food </li></ul><ul><li>Converging diverse Indian food </li></ul>Need <ul><li>The urge to get the same taste as that of the hometown food. </li></ul><ul><li>Migration leading to cosmopolitan societies is likely to increase the above need. </li></ul>
  7. 7. Current Market situation <ul><li>Available only with small grocery shops </li></ul><ul><li>Less diversity </li></ul><ul><li>Less variety </li></ul><ul><li>People are unaware </li></ul><ul><li>Mostly produced locally </li></ul><ul><li>Price not reasonable </li></ul>
  8. 8. Core idea Authentic Food Store (Converging Diverse Indian Food) Unique customer service Competitive price Reliable & Rapid availability Time saving Upscale retailer Hard to find eatables from Around India Attributes
  9. 9. Consumer Research <ul><li>Observation research was done </li></ul><ul><li>With focused groups of migrants staying in cosmopolitan societies in the age group of above 25+ </li></ul>
  10. 10. Selecting Consumers to Serve(STDP) <ul><li>Segmentation </li></ul><ul><ul><li>Geographic : - Cosmopolitan areas </li></ul></ul><ul><ul><li>Demographic :- Migrants, Middle class and above </li></ul></ul><ul><ul><li>Psychographic :- Nostalgic migrants who want to remain connected to their groups. </li></ul></ul><ul><li>Target </li></ul><ul><li>Areas like Andheri/Powai/Thane </li></ul>
  11. 11. STDP cont. <ul><li>Differentiation :- </li></ul><ul><ul><li>Convergence of Diverse Indian food </li></ul></ul><ul><ul><li>Free Sampling </li></ul></ul><ul><ul><li>Suppliers will be well known names in regional areas </li></ul></ul><ul><ul><li>Events Celebration like food festivals </li></ul></ul>
  12. 12. STDP cont. <ul><li>Positioning </li></ul><ul><li>People are already aware of the taste and have an urge to have the same experience. We want to create and experience of Wahi Swaad… to the customers. </li></ul>Taste Memories Wahi Swad Incredible India
  13. 13. Product and Service Design(4P) <ul><li>Products: </li></ul><ul><ul><li>Sweets (bengali rasogulla, Mysore pak, Petha) </li></ul></ul><ul><ul><li>Pickles (Sweet lemon, Large chilli) </li></ul></ul><ul><ul><li>Snacks (Chips, Gajak, Papads) </li></ul></ul><ul><li>Method of selection </li></ul><ul><ul><li>Research team to find out the shops and retailers that have maximum fan following in the local regions </li></ul></ul><ul><ul><li>Consumer research </li></ul></ul><ul><ul><li>Feedback and wish list from customers </li></ul></ul>
  14. 14. 4P cont. <ul><li>Presentation </li></ul><ul><ul><li>Packaging design: The packaging to be in such a manner that the buyer immediately connects to the original. </li></ul></ul><ul><ul><li>Supplier Name: The supplier name to be clearly visible on the packages along with “ Wahi Swaad… ” Logo. </li></ul></ul><ul><li>Mode of delivery </li></ul><ul><ul><li>Shop counter </li></ul></ul><ul><ul><li>Free home delivery </li></ul></ul><ul><ul><li>Online Orders (Future Plan) </li></ul></ul>
  15. 15. 4P cont. <ul><li>Pricing </li></ul><ul><ul><li>A combination of cost based and competitive pricing model </li></ul></ul><ul><ul><li>Balance between regional and local Price </li></ul></ul><ul><ul><li>Price = cost + approx 50% Margin </li></ul></ul><ul><ul><li>Aging based discounts </li></ul></ul><ul><li>Distribution </li></ul><ul><ul><li>Supplier located all over India </li></ul></ul><ul><ul><li>Not a core competency </li></ul></ul><ul><ul><li>Outsource collection, Storage and Supply </li></ul></ul>
  16. 16. 4P cont. <ul><li>Promotions </li></ul><ul><ul><li>Shop to be located in mall of cosmopolitan area </li></ul></ul><ul><ul><li>Tasting centers at shop doors </li></ul></ul><ul><ul><li>Handouts in local newspapers </li></ul></ul><ul><ul><li>Banners outside cultural/ religious gathering places </li></ul></ul><ul><ul><li>Stickers in outstation trains and busses </li></ul></ul>
  17. 17. Customer Delight <ul><ul><li>Shop interiors will reflect the regional places </li></ul></ul><ul><ul><li>The furniture and the utensils to represent the regional image </li></ul></ul><ul><ul><li>Food festivals to be organized </li></ul></ul><ul><ul><li>Free samples </li></ul></ul><ul><ul><li>Customer feedback </li></ul></ul><ul><ul><li>Wish list recording </li></ul></ul>
  18. 18. Initial Investment Outlay
  19. 19. Proposed Income Statement Note : If our avg. revenue per day is 18800/- than our PBT will be approx. 14.5 lakhs. So we can recover initial investment if able to keep approx sales to 18800/- per day
  20. 20. SWOT Analysis <ul><li>Strength </li></ul><ul><ul><li>No similar competitor </li></ul></ul><ul><ul><li>Authentic taste </li></ul></ul><ul><ul><li>Well know supplier from regional area </li></ul></ul><ul><li>Weakness </li></ul><ul><ul><li>Life of food </li></ul></ul><ul><ul><li>High number of supplier </li></ul></ul><ul><ul><li>Business dependent on suppliers </li></ul></ul>
  21. 21. SWOT Analysis(cont.) <ul><li>Opportunities </li></ul><ul><ul><li>Cosmopolitian culture exists in Indian urbarn areas and further growth in possible. </li></ul></ul><ul><ul><li>Growing Income and Spending Power </li></ul></ul><ul><ul><li>Decreasing trend of cooking snacks & sweets at home </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>Mass Retail chains may start with this concept immediately </li></ul></ul><ul><ul><li>Local Shops </li></ul></ul>
  22. 22. Challenges <ul><li>Increasing cost of retail space </li></ul><ul><li>Pricing </li></ul><ul><li>Managing high number of suppliers </li></ul>
  23. 23. Thank You