Dabbawalas Service Final

8/6/2019 Dabbawalas Service Final

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S U B M I T T E D T O P R O F . R A J E S H V Y A S

B Y

DABBAWALAService Marketing

Name Roll. No.

Kaleem Sayed 104

Taher Burhanpurwala 105

Talha Khan 107

Taranjit Kaur Mutti 108

Tejashree Savant 111

Uzair Khan 112


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DABBAWALA

For others SCM may be the backbone but for dabbawalas - its the mainbusiness

y Started in 1890

y

Registered in 1956y Now known as Nutan Mumbai Tiffin Box Suppliers Association

y Total area coverage: 60 Kms to 70 Kms

y ( Virar Churchgate , Kalyan/ Panvel CST)

y Employee Strength: 5000

y Mukadams: 635y Caters to 2 lakh customers everyday

y Time Taken: 3 hrs


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Why did we select this service

y Known world over for its service

y On time delivery without the technical support

y Customer is the king

y 6 Sigma certification

y

Acco

rding to

Theo

do

re Levitt : Goo

ds Service Co

ntinuum Pure Service


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Discipline

y WearingWhite Cap during business hours

y Reporting to dutyon time

y Respect the customers

y No alcohol or smoking while on duty

y Carry Identity Card


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7PS OFDABBAWALAS

y Service to carry and deliver freshly made foodfrom home tooffice workers

PRODUCT


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Collection from home, restaurants etc, and deliver itto the respective destination offices in differentlocations throughout Mumbai

PLACE


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y Cost of Service: Rs. 300-400 per month

PRICE


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Promotions

y Dabbawalas are in the distribution field since last125 years

y Word of mouth

y Orders through SMS and online are accepted

(online : through site mydawalla.com)

y Used byother business units as promotional tool fortheir business units

Maharashtra govt. roped them in to spread AIDS awareness

Microsoft

Participation in deal ya no deal contest by SonyEntertainment television which gave them more visibility


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ProcessIts a three hour process every six days a week

Pick up Dabba from Residenceand bring it to say AndheriStation9:30 am- 10:30 am(Location :

Andheri)y Dabbas are collected from

different resources such ashomes, hotels, messes, etc. byDabbawalas and brought to

Andheri Station.y Red Light , no entry , etc is

crossedy Now these collected Dabbas

are sorted according todestination


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y 10:34 -11:20am (Andheri Station)

y This time period is actually the journey time

y The Dabbawalas load the wooden

crates filled with tiffins onto the luggageor goods compartment in the train


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Unloading and Sorting at destination station

y 11.20 12.30 pm

y At this stage, unloading takes place at the destinationstation

y Rearrangement of tiffins takes place as per thedestination areas and destination buildings

y Dabbas are then delivered by cycle, hand cart or evenon foot


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Lunch time ofDabbawalas

y 12.30 1.00 pm


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Collection of emptyDabbas and sorting atdestination stations

y 1.15 to 2.30 pm

y Dabbawalas pick updabbas from the offices

where they had deliveredan hour ago

y Return journey by train

y Dabbawalas meet for

segregation as per thedestination suburb


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Coding System ofDabbas

y VLP: Vile Parley 9EX12 :Code for

Dabbawalas at

Destinationy EX :Express Towers

(building name)y 12 :Floor no.y E :Code for Dabbawala

at Residential Stationy 3:Code for

Destination Station eg.Churchgate(NarimanPoint)

VLPE 3

DSouza


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Physical Evidence


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People

y Dabbawalas operate ingroup of 25 30 ,headed by a groupleader

y In one segment thereare more than onegroups

y Mini government

meets every month tohelp , guide and sortdifference


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y Recruitment is done by referrals

y Training while joining the group

6 months training

Learns to follow the code of conduct

Discipline

After training, the dabawalla becomes the owner of the business

y Customers Individuals with the requirement of home cooked

food


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Marketing Strategy

y In services, personalized approach of the seller with the buyer isimportant

y Dabbawallas in Mumbai have created a market for themselves

more brilliantly than the plush restaurants of the cityor suburbsregion.

y They are leaders in their field

y Competition from fast food joints, canteens, Restaurants etc..

y So tied ups with many catering services and hotels to cater to thevast number ofoffice goers


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y For many years, it was just word of mouth

y Now, they have their own website Includes tabs like jobs@Mumbai dabbawalas

Lectures at various MBA colleges 5500 neworders every year through SMS based ordering

service

y Dabbawalas synonymous with trust and

commitment Reliance

Airtel


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y Revenue earning by promoting other brands due totheir strong network

Perfetti to promote its first fruit-flavoured candy (sampling)

Gives revenue of around Rs 5 10/dabbao Big Cinemas Using tags that gave information on IPL

matches being screened at its theatres and phone numbers forticket bookings


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Service Strategy

y Objective: work is workship leading to customersatisfaction

y 4 Basic Elements:

y Target Market: Include students, Working people( Bank Staff)and entrepreneurs who like to havehome cooked food mid-day meal.

y Resulting into Substantial, sustainable, Profitable

and accessibley Service Concept: Home meal sourced from locationof customers choice and delivered to customersplace ofoffice


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y Operating Strategy:

Keep operation cost as low as possible

Recruitment Policy Recommendation

2 Guarantors6 months training with a salaryof Rs.6000

Training Train travelling , Tiffin language, codeof conduct and discipline , new customer

engagement.Attrition rate 0% rate, high level of job

satisfaction

Buffer in lead time


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y Service Delivery System

People

Physical evidence

Pro

cessUtmost dependence on human Capital has yield

amazing results.

Chanakya system of Sama-Dama-Danda-Bhed for the

errant members. This ensures that the errant memberstays within the system.

Secondly, they are extremely particular about time andrealise the value of every second in the value chain.


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So much so that when Prince Charles wanted to meetthem, they gave him a precise time slot so that thethousands others would not have to skip their lunch.

Difficult o replicate the supply chain network


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3 Integrative Elements

y Positioning

Accurate and error free, deliveryon time.

1 in 16 million transactions error

y Value and cost LeveragingAccurate service year round helps in creating value

for the customer results in reducing the costperception of the customer

y

Strategy and system integration Synergy between the 7Ps ,hiring ,training have

resulted into error free service


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Suggestions

y For Dabbawala : Luggage compartments in peak hrs

y Create awareness : Home cooked food is good forhealth

y Modern Technology : recordsy Prepare food cooked food and distribute to people

who want home made food, families are out of town


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Thank You

Dabbawalas Service Final

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