mad mites

2. 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.

3. COMPANY ORIENTATIONS
 Product concept
 Marketing concept
 Product concept
 Customer concept
 Social marketing concept

4. MARKETING TASK
Demand State Marketing
Task
Formal Name
Latent Develop Developmental

5. SEGMENTATION
 Geographically: Western suburbs of Mumbai
(Borivali to Bandra).
 Demographic segmentation:
 Age : 16 onwards.
 Income.
 Occupation.
 Behavioral

6. TARGET AUDIENCE
 Youth.
 Students.
 Working class (night shifts).

7. POSITIONING
Mad Bites will be positioned for the current interest in a
quicker fast food at moderate to low prices.

8. 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

9. PRICE
 All the items are moderately priced.
 Pricing strategy:
‐ Mark-up pricing
‐ Basic cost of food + delivery cost +profit =
selling price

10. PRICE-QUALITY STRATERGIES
High Medium Low
High
Medium
Low
Q
U
A
L
I
T
Y
Premium
High
Value
Super
Value
Over
Charging
Medium
Value
Good
Value
Rip - Off
False
Economy
Economy
PRICE

11. PLACE
 Location:
Powai
Andheri (east).
 Does not matter as the aim of “Mad Bites” is
quick delivery

12. PROMOTION
 Word of Mouth.
 Email marketing.
 Sales promotion.
 Social media.

13. 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.

14. 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

15. TOWS
OPPORTUNITIES
SO S
Higher target audience,
more consumption,
more rolling, more
market existence.
WO S
Govt law shall compel
the employees with
flexible working hours,
thus encouraging part
time employees.
THREATS
ST S
Come up with more
innovation, variety,
quality of food at
affordable prices, thus
challenging the
competitors.
First mover advantage.
WT S
Increasing 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

16. O’S OF CONSUMER BEHAVIOUR
• Non-durable Food
• ConvenienceObject
(what)
• Hunger, thirst
• PartiesObjective
(why)

17. • Students
• Youths
• Working class (night
shift)
Organization
(who)
• Order online
• Calling themOperations
(how)
...... CONTINUED

18. • Party
• Nightout ,sleepovers
• Get-to-gether
Occasion
(when)
• Mad bites being a
kitchen has delivery
and not seating
arrangements for
guests.
Outlet
(where)
...... CONTINUED

19. BCG

20. LIFE CYCLE
M
a
d
b
i
t
e
s

21. ANSOFFS MATRIX

22. Cos we serve at the
maddest hour

23. Thank You