The document provides an overview of a proposed online grocery store business called "onlinegrocery.com". It discusses the company's mission to provide high quality and diverse grocery products along with excellent service. The business will focus on both common grocery items and exotic specialty foods. It will operate primarily in Bangalore, India, delivering orders in morning and evening shifts. The document outlines the company's marketing mix including products/services, pricing, placement, and promotion strategies. It analyzes strengths, weaknesses, opportunities and threats. Key target customer segments are identified as IT professionals, working women, students, foreigners, and credit/debit card holders in Bangalore.

1. Page | 1
INDIVIDUAL ASSIGNMENT
ECRM
TOPIC: ONLINE GROCERY SHOP
PREPARED BY:
ABHIJEET VERMA
ROLL NO. NA13001

2. Page | 2
Executive Summary
Our mission as an online grocery store is to provide a diverse selection of highest quality,
fairly-priced products and a deepening understanding of their importance to our members,
employees, and community. In short to be the
Best Place to Shop
` Best Place to Work
Best Corporate Citizen
The company will be dealing in both the day to day grocery items and exotic food products
which are not found with the local retailers like olives, morocco bread etc. Apart from all this
the website is also going to have videos showing chefs preparing various delicious dishes
through the exotic items, this will act as a value added feature of our website. Later the
company is also planning to enter into the catering business.
The website is planning to start its operations catering to the people of Bangalore alone for
the first few years. In order to do so the company will have a warehouse located in the heart
of the city. The delivery will be done in two shifts, morning and evening. All the orders
received after 11p.m will be delivered next day in the morning shift.
The motto of our portal is to provide a combination of quality, authentic, hard to find, grocery
items and prepared foods, with good service and a pleasant atmosphere with the warm feel of
an Old-World outdoor market.
MARKETING MIX (4 P’s of Marketing)
Product & Services
Product
Product marketing deals with marketing the product to prospects, customers, and others. The
queries such as what products will be offered, etc will be answered by the following points.
• High quality grocery items that represent the best known and desired food.
• Wide variety of exotic ingredients for different cuisines
• All kind of common grocery requirements(sauces, oils, spices, spreads, peppers, cheese
pasta, rice, canned goods, drinks, chocolates etc)
• To serve as a caterer of exotic dishes before the last quarter of the second year
• Few of the exotics items are listed below
1)Risotto 2) Croissant 3) Olives both green and black. 4) Mozzarella cheese
5)Scamorza 6)Avocado leaves 7)Mexican chocolate 8)Black mustard seeds
9)Chestnut jam 10) Orange flower water 11) White or black truffle powder and cream
12)Tahitian vanilla extract
Services
• Delivery of basic items will be made in two time slots (7am-11am & 7pm-11pm) as per
the customer convenience
• Exotic items will be delivered within the next two time slots of order
• Both credit cards and debit cards can be used to make payments. The customer would be
given a transaction ID for further follow up
• Detailed description of all the products will be available on the website for customer
convenience (weight, quantity, no. of pieces, ingredients etc)
• There will be a compare option where the customer can compare the rates and other

3. Page | 3
details between products under same category
• The customer can also order for someone else (gift) at some other place by paying extra
service charge
• Customers can also order for items not present on our site in the suggestion section,
which would be delivered within a week time
• There will be a review section where the customers will be able to put forward his or her
opinions
• There will be videos for preparation of various exotic dishes constantly being uploaded
on our website.
PRICING STRATEGY
Price must support these elements of the mix. Pricing is difficult and must reflect supply and
demand relationship. Pricing a product too high or too low could mean a loss of sales for the
organization.
During pricing we have taken into account the factors like: Fixed and variable costs,
Competition, Company objectives, Proposed positioning strategies, Target group and
Willingness to pay.
The pricing of all almost our products will be very competitive, that is setting a price in
comparison with competitors. Few of the products may even have premium pricing that is the
price set is high to reflect the exclusiveness of the product. Premium pricing will take place
only in case of exotic products. The pricing of the products will also include delivery charges
with the certain minimum order worth.
PLACE
Our operations during the first few years will be restricted to Bangalore only as
• It’s the IT hub of India
• Large number of educated and working women
• Foreigners be it professionals or tourists come a lot to Bangalore
• The fastest growing cosmopolitan city
The highly dense and the sparse areas of the city will be taken into account and our services
distributed as per the requirements.
PROMOTION
For marketing we are planning to use both the conventional and the non-conventional
media’s:
• We are planning to tie-up with the various search engines as we have various exotic
products that are not readily available in the market
• There will be kites and parachutes flown in various parts of the city carrying our hoarding to
increase the knowingness among people.
• There will be vans carrying our banner with different type of horn with which people will
associate us.
• Approach IT companies
• Print media -- local newspapers, magazines and student publications
• Broadcast media -- local programming and special interest shows
• Misc. -- yellow pages, charity events
The public relations need to be build up very strongly so as to increase the Word of Mouth
Advertising. The service provided by the labours, their attitude, etc will also matter to a
greater extent of the type of feedback we receive from the customers.

4. Page | 4
SWOT ANALYSIS
Strength
• Large number of working class.
• Ever increasing use of net.
• People becoming more open towards
payment through net.
• Variety of things offered under a single
banner.
Weakness
• Lack of tangibility.
• New in the field.
• Not from a known group.
Opportunity
• Target new markets.
• Offer a wide variety.
• Target upper middle class and affluent
people.
Threats
• Taken over by big player.
• No “Entry Barriers”.
Market Segmentation
Four major bases for segmentation consumer markets will be on case of “onlinegrocery.com”
will be
1. Geographic Segmentation: We are planning to target the IT hubs in India during our
initial stage of expansion and then will move on towards other cities.
2. Demographic Segmentation: This basically refers to segmenting our market based on
age, sex, family size, income, occupation, education, religion, race and nationality.
3. Psycho-graphic Segmentation: This basically refers to segmenting ourselves on the basis
of the social class, lifestyle etc. we as service providers are targeting people who have a laid
back kind of lifestyle or those who avoid doing the daily household chores like purchasing
grocery etc., further we are looking forward to people who are affluent and are looking
forward towards having exotic dishes.
4. Behavioural Segmentation: This refers to people who have changed their pattern of
purchasing with the changing times. We are looking forward to people who aren’t sceptical
when it comes to purchasing through the internet.
TARGET MARKET
• IT Professionals: Bangalore has over 300000 IT professional with the BPO companies
increasing to 274 from 185 as that was in 2005. Further their erratic work times makes us as a
boon to them. This population has been ever increasing at a rate of 8%.
• Working Women: 47 % of Bangalore’s population consists of women out of which 83%
are educated. The working class women will be one of our prime targets as it’s difficult for
them to take time out from their busy schedule for the daily household chores.
• Youth: Approximately 300000 students enrol annually with the Bangalore University every
year. Students are one of those categories those use the internet most frequently be it for
surfing or purchasing items.
• Foreigners: The number of foreigners has been ever increasing because of the number of IT
companies and various other businesses establishing in Bangalore.
• Elite Class: Bangalore is a home to over 60,000 super-rich people who have an invest able
surplus of Rs. 4.5 crore (US$ 1 million).
• Credit and Debit Cardholders: All the payments made will be through debit and credit
cards. With the circulation of cards increasing by 70% and the payments through net on a
rise, they will be one of our target markets.

5. Page | 5