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Annapurna Dabbawala Company

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  1. 1. Service Marketing Presented By NAZISH SOHAIL SHAHBAZ CHAUDHRY ANJUM ALTAF BUTT PRESENTED TO Sir K a mr a n S a eed
  3. 3. INTRODUCTION <ul><li>A dabbawala ( one who carries the box ) is a person in the Indian city of Mumbai whose job is to carry and deliver freshly made food from home in lunch boxes to office workers. </li></ul><ul><li>Originated under British Rule: </li></ul><ul><li>- Many Indian people who worked at British companies disliked the British food served by them. </li></ul><ul><li>A Parsi banker employed a worker to bring home made food to site of work. His colleagues also liked the idea and started availing the service. </li></ul><ul><li>THIS SLOWLY EVOLVED THE PRESENT DABBAWALA’S </li></ul>
  4. 4. The Magic of Dabbawalas <ul><li>116years they didn’t touch technology- yet got six sigma and ISO </li></ul><ul><li>Manual Logistics. </li></ul><ul><li>Everyone is shareholder </li></ul><ul><li>Flat Organizational structure – instant decisions are made. </li></ul><ul><li>Keep extras for fault tolerance. They are paid equally. </li></ul><ul><li>Commitment matters- qualification doesn’t </li></ul><ul><li>Knows the Implication of Failure - this makes them more responsible. </li></ul><ul><li>Remembers the address of 2 lakh customers by heart. </li></ul>
  5. 5. A D C- at a glance <ul><li>Inception - mid 1880’s </li></ul><ul><li>Qualifications: Semi-literate(15%) or illiterate (85%) </li></ul><ul><li>Employees: 5000 </li></ul><ul><li>Number of Tiffin's: 2,00,000 </li></ul><ul><li>Cost : 200/month </li></ul><ul><li>Process time: 3 – 4 hours </li></ul><ul><li>Works on Relay system </li></ul><ul><li>Six Sigma Performance </li></ul><ul><li>Technological Backup: Nil </li></ul><ul><li>Error Rate: 1 in 16 Million transactions. </li></ul><ul><li>Standard Price for all (weight, distance, space) </li></ul>
  6. 6. <ul><li>Color Coding System – the main reason of error free delivery </li></ul>VLP : Vile Parle (suburb in Mumbai) 9EX12 : Code for Dabbawalas at Destination EX : Express Towers (building name) 12 : Floor no. E : Code for Dabbawala at residential station 3: Code for destination Station eg. Churchgate Station <ul><li>Initial Coding system used colored threads for marking. </li></ul><ul><li>Colored threads were replaced by the cotton waste by the tailors. </li></ul><ul><li>Currently Color Markers are in use. </li></ul> E VLP 9 EX 12 3
  7. 7. Some Examples of Coding System
  8. 8. LFD - Distribution S1 S2 S3 2 3 7 4 5 6 Zones for destination Distribution By Carriers at lunchtime To offices 1 Source: Point of Aggregation And Sorting C D B A E Collection from home
  9. 9. What measures can be taken to stem to decline? <ul><li>Problem </li></ul><ul><ul><li>In 1960’s bank timings changed </li></ul></ul><ul><ul><li>In 1980’s mills were closed down on a large scale </li></ul></ul><ul><ul><li>New trend emerged – Working Women </li></ul></ul><ul><ul><li>Offices offer good quality canteen </li></ul></ul><ul><ul><li>Fast food chains and road side “quick bites” </li></ul></ul>
  10. 10. SOLUTIONS <ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Some initiative from ADC .Ltd on awareness </li></ul></ul><ul><ul><li>Campaigns -Promoting home made “fresh & Healthy” food </li></ul></ul><ul><ul><li>Use the “Dabba” outer cover for Promotion </li></ul></ul><ul><ul><li>Marketing message in the “dabba” </li></ul></ul><ul><ul><li>sms and web service for quick orders. </li></ul></ul><ul><ul><li>Tie ups (a social or business relationship) </li></ul></ul><ul><ul><li>Tie up with Central kitchen (catering) </li></ul></ul><ul><ul><li>Provide customized food and cultural preferences in lunch. </li></ul></ul><ul><li>Credentials </li></ul><ul><ul><li>Communicate about the Six Sigma success </li></ul></ul><ul><ul><li>Communicate the time efficiency in delivery. </li></ul></ul>
  11. 11. Can organizational capacities be transplanted in other cities? <ul><li>NO </li></ul><ul><li>Major strengths is the human resource:- - Strong cultural bonding. - Like minded people. - Familiarity with the city operations. </li></ul>
  12. 12. Can this model be replicated in other cities? <ul><li>Three things required to start their services in any other city: </li></ul><ul><li>Linear one directional geography of the city like Mumbai, </li></ul><ul><li>Cheap , realizable and fast local train system, </li></ul><ul><li>A group of like minded people who are self motivated and committed. </li></ul><ul><li>Presently these things are not there in any other city </li></ul>
  13. 13. MUMBAI
  14. 16. T e stim o nial s <ul><li>Six sigma certification by Forbes Group </li></ul><ul><li>ISO Certified </li></ul><ul><li>Outstanding services award by NIQR (National Institute of Quality & Reliability) </li></ul><ul><li>Royal visit by Prince Charles </li></ul><ul><li>Invitation to Prince’s Marriage </li></ul><ul><li>Richard Branson , Chairperson of Virgin Airways got inspired from their work. </li></ul><ul><li>Name in Guiness Book of World Records </li></ul><ul><li>Documentaries by several National and Int’l media </li></ul><ul><li>Lectures @ Howard University as well as at national universities </li></ul><ul><li>Radio lectures @ National and International channels </li></ul>
  15. 17. Lens Reflects