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
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
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
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
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
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.
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.
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.
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
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 />