chanakyaneeti_basant_nmims

7/31/2019 chanakyaneeti_basant_nmims

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Chanakyaneeti

A Business Case Study Competition

Report on Om Creat ions

Subm itted by: Team - Basant

Shw etank Sharm a

shwetank20@gmai l .com

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Dee ksha N igam

deekshanigam@gmai l .com

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Executive Summary

After a diligent study of the problem statement in the case study, the recommendations have

been made with valid explanations for the same. The idea behind every initiative has been to

provide a sustainable solution which is practical and also beneficial in the longer run to the

organization.

Om Creations works towards the empowerment of women born with Down syndrome by

training them for professional/vocational skills. The organization produces Arts & Crafts and

Food items. Arts & Crafts items have a significant reach in the market place with

encouraging results. The organization is now aiming at expanding its operations/market reach

in the food segment.

The food items which Om Creations deals in, are:

A. Hand Made ChocolatesB. Baked GoodiesC. Regular items like Tiffin meals, Made-to-orderD. Non-Perishable items-Sauce.Achaar


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Expanding the operations--Activities undertaken

To expand its operations and to increase its market coverage, following activities are

recommended.

Recommendations:

Focus on Tiffin Services at Corporates: As Om Creations have an infrastructure toprepare Tiffin Meals, it should focus on expanding its tiffin customers. If corporate

employees become regular customers, they can be a regular source of cash

inflows. Enterprises with limited infrastructure would be interested in providing lunchmeals to their employees through Om Creations. Marketing initiatives are

mentioned in the next section.

Concentrate on Chocolate/Bakery products for Colleges: College students snack alot between classes. Cakes, chocolates and other bakery items can be sold in canteens

to generate regular revenues.

Tie-Ups with retails like Godrej Natures Basket for confectionary and otheritems: Stores like Godrej Natures basket have an exclusive product range. Such

stores are frequented by customers with high incomes. High income groups (expats)

respond enthusiastically to social causes. Products like Pickels, Sauces, cookies or

Namkeens can be sold.


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The Dabbawalas in Mumbai have an impeccable image among Mumbai population. If

Dabbawala association is involved in the expansion initiatives, they can significantly

contribute to the marketing of the Om Creations expansion initiatives.

The Dabbawalas can be given an Om Creations badge or ribbon to be on

their uniform while commuting. Dabbawalas are always noticed by the public

for their unique, interesting and humble profession. This makes them a perfect

Brand Ambassador for Om Creations. (Please refer to appendices for

Badge/ribbons Exhibits).

Marketing & Distribution through Colleges:

The educational institutes are increasingly acknowledging their Social responsibility.

Several activity cells are being instituted in colleges to increase awareness among the

youth about the societal challenges.

Colleges Social Awareness cells can also be asked to contribute to the expansion

initiatives of Om Creations. With this, Om Creations gets volunteers to work on

marketing initiatives. The students/volunteers can be asked to run the marketing

campaign by allotting them specific localities/corporates. The students learn the

basics of running a marketing campaign as they contribute in the activity.

Eg:

Science/Engineering students could be asked to prepare Gant Charts/ Schedules for

the operations. The intent is to add value to the learning of the student while

volunteering.

Commerce students can be asked to maintain accounts of the expenditures by Om

Creations. Incentive for the student is that s/he gets to know about the financial

workings of a Non-Profit organization which is different from for profit

Organizations.


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Hence forth they should be felicitated with Certificates and other recognitions, if

required.

Extended Distribution through Parents/Guardians

Om Creations can be helped by the parents/guardians of the working women at Om

Creations to create more awareness among masses. The guardians/parents can be

asked to invite their colleagues/friends to Om Creations Food Preparation centres.

Mothers/female guardians can be associated to sell the pickles/sauce in their social

circles. Apt incentives can also be given to increase sales.

The idea is to introduce the people about the initiatives Om Creations has taken. Such

marketing should make people appreciate the cause behind the initiative.

Marketing via Social Media

Facebook as a Medium of Viral Marketing: Facebook is a very strong medium of

marketing these days. Om Creations should float a video of employees cooking, with

a message at the end. Facebook users willingly share informative videos about

newer social initiatives

Recommendations for Om Creations Website:

Websites are not just an interface for users but a very strong Marketing tool too.

Following are the recommendations that we put forth for the website.

Images: Images of all Food Products are not available as of now. Images ofall the food products offered by Om Creations should be uploaded against all

the items.


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Updated Website: As of now, the website is not updated. An updated websiteis very important for visitors to understand the current happenings and events

at the organization.

Facebook/Twitter/You tube Link: These links should be shifted to the righthand top corner of the website from the bottom left corner as its visibility

is low.

Future Initiatives

As Om Creations gets visibility in the market, further initiatives can be taken. OmCreations can introduce Sweets(Mithaai) during festive season. Promotional

campaign for Sweets can include catch lines such as: khushiyon ki mithaas .

Recently, due to several instances of Food adulteration, people would prefer

buying from a credible source such as Om Creations.

Tie-Ups with Schools for children with Down Syndromes. Om Creations canoffer vocational trainings to children for future earnings.


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Food for a cause, with a thought!

Om Creations can compete with other Food Manufacturers by focusing on its differentiating

factor i.e. by introducing people to its noble cause. Our attempt has been to recommend any

initiative which projects Om Creations as a Food Vendor with a noble motive while running

a sustainable business.

A corporate employee who stays away from her/his home resorts to Canteens/tiffin

Services for lunch. S/he would definitely like to contribute to a noble cause such as this

as the food is hygienic, homely and delicious. College students are happy to work in

such projects to get an exposure of Social issues. Young minds can generate ideas which

work with college students.

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APPENDICES

Badge for Dabbaw alas

Prom otio nal Poster for Col leges

and Corporates

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