Consumer Behavior ProjectBy Group 6                    Tharun (9012)Suuresh(9040)Nandita (9048)Malathi(9061)Dinesh(9062)Mi...
Logistics
Cleanliness
Value</li></ul>by the development, contribution & commitment of our staff. <br />Mission Statement:-<br />Our goal is to g...
Good corporate citizenship and supporting the development of the society and community
Commitment to our Vision</li></ul>About the service:-<br /><ul><li>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
Usage of different vehicles depending upon the size of the orders                                                         ...
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Upma house ( New Business Idea)

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Upma house ( New Business Idea)

  1. 1. Consumer Behavior ProjectBy Group 6 Tharun (9012)Suuresh(9040)Nandita (9048)Malathi(9061)Dinesh(9062)Mithun(9082)<br /> <br />UPMA HOUSE<br />Vision:-<br />Our Vision is to remain the leading food services in India, by delivering total customer satisfaction through:<br /><ul><li>Quality
  2. 2. Logistics
  3. 3. Cleanliness
  4. 4. Value</li></ul>by the development, contribution & commitment of our staff. <br />Mission Statement:-<br />Our goal is to give our customers total satisfaction and exceed their expectations through: <br /><ul><li>Commitment to the continuous development and training of our staff
  5. 5. Good corporate citizenship and supporting the development of the society and community
  6. 6. Commitment to our Vision</li></ul>About the service:-<br /><ul><li>Delivery of Food by just a call
  7. 7. Office gate service by UPMA HOUSE Mobile vehicle
  8. 8. Delivery service within 30 min from the UPMA HOUSE hub
  9. 9. UPMA HOUSE also offers party catering service through the UPMA HOUSE Vehicles
  10. 10. Usage of different vehicles depending upon the size of the orders
  11. 11.
  12. 12. Usage of UPMA HOUSE Autos for order of 10-30 members(Office-gate-service and Call-kitchen-Service)
  13. 13. UPMA HOUSE Bikes for Direct order delivery
  14. 14. UPMA HOUSE vans for orders of above 30 people
  15. 15. Free delivery service
  16. 16. Call-Kitchen-Service
  17. 17. We offer services till midnight</li></ul>STP:-<br />Segmentation-<br /> Geographic segmentation<br /><ul><li>Metropolitan and Urban cities</li></ul> Demographic<br /><ul><li>Income – Monthly sal of >10k and dual income families
  18. 18. Occupation – IT and Management professionals</li></ul> Psychographic <br /><ul><li>Working class</li></ul> Behavioral<br /><ul><li>People seeking benefits like quality, service, convenience and speed.</li></ul>Targeting-<br /> <br /><ul><li>IT and Management professionals
  19. 19. Major IT hubs in India
  20. 20. Working class with dual incomes</li></ul>Positioning:-<br /><ul><li>You order, we deliver hot
  21. 21. Kitchen just a call away
  22. 22. Hungry? wanna eat healthy? just call UPMA HOUSE!!</li></ul>7 P’s:-<br />Product-<br />Upma – <br /><ul><li>Tomato Upma
  23. 23. Andhra Upma
  24. 24. Aalu Upma
  25. 25. Gobi-Mutter Upma
  26. 26. Butter Upma
  27. 27. Kaju Upma
  28. 28. Paneer Upma
  29. 29. Masala Upma
  30. 30. Carrot Upma
  31. 31. Customized Upma</li></ul>Dosa – <br /><ul><li>Upma Dosa (with any variety of Upma mentioned above)
  32. 32. Varieties of Dosas</li></ul>Pesarettu – <br /><ul><li>Upma Pesarettu(with any variety of Upma)</li></ul>Idli – <br /><ul><li>Idly
  33. 33. Button idly
  34. 34. Sambar Idly
  35. 35. Tamil Idly
  36. 36. Ghee Idly</li></ul>Vada – <br /><ul><li>Masala Vada
  37. 37. Button Vada
  38. 38. Sambar vada
  39. 39. Palak vada</li></ul>Meals –<br /><ul><li>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.
  40. 40. Lunch or Dinner (North Indian or south indian)</li></ul>Snacks – <br /><ul><li>Indian snacks like chat, pani puri, Bhel puri, Kachori etc</li></ul>Price- <br /><ul><li>Slightly lesser than the existing market price because of the cost competitive advantage derived through Hub/distribution based model.
  41. 41. The prices include Actual price + Markup price + Perishability losses + losses in service</li></ul>Place-<br /><ul><li>Targetting IT hubs in India like Hyderabad, Bengaluru, Pune.
  42. 42. Initially to be setup in Hyderabad</li></ul>Promotion-<br /> 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:<br /><ul><li>Newspaper ads
  43. 43. Radio ads
  44. 44. Buzz marketing
  45. 45. Hoardings in Hitech city, Gachibowli, Madhapur
  46. 46. Promotional camps like Food festivals, IT professional cooking camps and in In-Orbit Mall
  47. 47. CSR activities like conducting Traffic awareness weeks, helping Old Age homes and Orphanages</li></ul>People-<br /><ul><li>Two head cooks
  48. 48. Four experienced cooks
  49. 49. Six helpers with knowledge in cooking
  50. 50. Six-on-the-go helpers with driving experience
  51. 51. Six delivery boys with bike riding capabilities
  52. 52. Five ground staff
  53. 53. Two accountants and two supervisors
  54. 54. Two telephone operators and data operators</li></ul>Physical Evidence-<br /><ul><li>One leased house near Madhapur
  55. 55. Upma House transport vehicles like Remodelled ‘Force’ Vans, ‘Tata ACE’, ‘Mahindra Pick up’ and bikes.
  56. 56. Kiosks, tents and chairs
  57. 57. Uniforms for employees
  58. 58. Advanced kitchen equipment and cookery items for UPMA HOUSE hub and vehicles</li></ul>Process –<br /> <br />Process for delivery of food:-<br /> <br /> <br /> Process for Call-Kitchen-Service:-<br /> <br /> <br />SWOT Analysis:-<br />Strengths-<br /> Early mover advantage in Specialized varieties of UPMA<br /> Early mover advantage in delivering meals, breakfast and snacks<br /> Wide variety of menu items<br /> Cost competitiveness through distribution/hub system and thereby saving costs of standstill restaurant<br />Weakness- <br /> Loss due to perishable nature of products<br /> <br />Opportunities-<br /> Increased attention towards Readymade/Ready to Eat food items<br /> Increase in incomes and insufficient time to cook<br />Threats-<br /> Municipality permissions<br /> Fear of increasing petrol, diesel prices<br /> Political uncertainities<br />Cost estimation:-<br /> Capital cost (includes Hub and vehicle costs) – Apprx. 25-35 lacs<br /> Advertising expenses – 5 to 10 lacs<br /> Total cost estimation – 30 to 40 lacs<br />Expected Turnover:-<br /> Daily 500 people * Average price of Rs. 50 = Rs. 25,000<br /> Annual turnover = 25,000*30*12 = 90 lacs<br />Break even expected to reach in a year<br />Strategies:-<br /> Distribution of Privileged cards<br /> Use of Advanced IT systems. <br /> Initially to be started in Hyderabad<br /> Plans to expand in Bengaluru<br /> Future expansions to Pune and Chennai<br /> To grow as a complete food service and facility management organization in future<br />LOGO:-<br /> <br />******<br />

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