Launch of Doorstep Service

KCMS Consumer Behaviour

Page no. 1

UPROJECT ON 0BUCONSUMER BEHAVIOUR

1BULAUNCH OF

2BUDOORSTEP SERVICE

3BUK.C. COLLEGE OF MANAGEMENT STUDIES

4BUADVERTISING & PUBLIC RELATIONS – B

5BUPROJECT BY

DHARA DABHI ROLL NO: 66


Page no. 2

6BUINDEX 1. History of the Company..................................3 -4

2. About Service...................................................5

3. USP..............................................................6-8

4. Co – Partners .............................................9 - 10

5. Product Range ............................................11 -13

6. Outlets......................................................14 -21

7. Mode of Operations....................................22 -28

8. Advertising campaign..................................29 -34 9. consumer pole ...........................................35 -36

10. Segmentation of Market............................37 - 38

11. Buying benefits ............................................39

12. Buying behavoiur...........................................39

13. Target Audience.............................................40

14. Starategic Loaction ........................................40

15. Conclusion.....................................................41


Page no. 3

UABOUT COMPANY

UDOOR STEP Doorstep Corporation was established in 1966, the DoorStep

Group has attained a reputation of being a leader domain related

in the food with operations in contract foodservice, foodservice

distribution, retail solutions, logistics, food vouchers and exports.

HTUDoorUTHStep Customer Services Pvt Ltd

DoorStep Pvt Ltd

DoorStep Hospitality Services Ltd

UDoorStep Customer Services Pvt Ltd:

DoorStep Customer Services Pvt Ltd (DCSPL) is in the business of

front end retailing. This company owns & manages "DoorStep

SuperMarket" stores in Mumbai. For more information, please visit

HTUwww.doorstepsupermarkets.com UT


Page no. 4

UDoorStep Pvt Ltd

DoorStep Pvt Ltd provides a distribution and logistics platform to

service the needs of the customer in the retail, foodservice &

hospitality industry. For more information, please visit

HTUwww.doorstep.com UT

DoorStep Hospitality Services Ltd

DSHS offers Food Service & Hospitality Solutions, Integrated

Facilities Management and Vending Solutions to its clients across

sectors like Business & Industry, Healthcare, Education, Offshore,

Maritime & Remote Sites and Travel, Retail & Leisure. Integrated

Facilities Management and Vending Solutions are managed by

Service brands, UNISOL and Iâ€“Vend respectively. For more

information, please visit HTwww.dshs.co.inT


Page no. 5

Pioneering in service sector to provide everything @ ur doorstep

at anytime.

Profits are earned in the longer term of operation. i.e a very HIGH

TURNOVER and operating on REDUCED MARGINS.

The basic principle of operation is successful as it is simply a

service provider and is not dependent on any mediators for day to

day purchasing. The complete procurement activity is

systematically tied up with direct manufacturing units/ farms thus

eliminating all mediator overheads and operation costs and thus

able to meet the customer’s doorstep requirements at budget

prices.

All Statuary requirements are met and are followed as a firm and

operate on ISO guidelines and various other standard agencies.


Page no. 6

UNIQUE SELLING POINT (USP)

HOME Delivery :

@DoorStep goes the Eco-Friendly way with its Home

delivery.

@DoorStep is committed to extending high standards of

customer service even beyond shopping through our Home

delivery service. Our aim is to delight our customers through

timely delivery of goods, every time.

@DoorStep’s home delivery service is aimed at setting the

industry benchmark. The mantra of 'Delivery on Time-Every

Time' is what underlines the service. Also to ensure that the

service standards are raised and not compromised Hyper

CITY has decided to manage the process in-house.


Page no. 7

Doorstep provides best customer service and an amazing

hotline shopping experience which is the goal of our

Company.

@DoorStep Customer can place their order over phone call,

SMS, or through logging into our website i.e.

HTwww.aturdoorstep.com TH.

@DoorStep Goods are delivered at your doorstep as per

your convenience round the clock.(24x7)

Quality Assurance, Food Safety and Hygiene are of

utmost importance across all the Foodland Fresh stores. To

ensure that there are no compromises on this front, In the

complete process, we ensure that the following is taken care

of:

We have an established cold chain in place which maintains

ideal storage conditions from the point of origin to the

Foodland Fresh stores

At the stores, all food and grocery items are packed, stored

and displayed in optimal conditions

We have an extensive training program for our stores staff

on areas such as product knowledge, product handling,

display, hygiene and sanitation


Page no. 8

We maintain the highest level of cleanliness, hygiene and

sanitation in all our stores

We adhere to the food safety and quality norms laid down

by the government from time to time

Quality inspections and checks are conducted at regular

intervals to ensure that the quality, safety and hygiene

standards are maintained across all Foodland Fresh stores


Page no. 9

CO – PARTNERS

Ours is a unique and innovative retail concept based on pure

Indian needs state, extreme service orientation, localization and

selling quality products at fair prices.

Looking for a store or service that stocks all the merchandise you

need for your daily needs? Be it groceries, home & personal care,

bakery products, fruit or vegetables you'll find them all at your

neighborhood now, at Spinach stores. For the non vegetarians, in

select locations we have exclusive range of meat, poultry, fish &

seafood, fresh and frozen, in a separate section.

India’s Biggest Companies who have set a benchmark in catering

customer’s Food & Grocery requirements around the country. They

cater consumers the Tbest range, availability, price, promotions

and serviceT in neighborhood food and grocery retailing. A wide

range of branded items are sold Tbelow MRPT in Foodland Fresh

stores. There is a Tvery high.3 emphasis on food safety and

hygiene.T The store also offers THome DeliveryT to customers in the

respective catchments.


Page no. 10

Our Co – Partners are:

1. FOODBAZAAR - (FB)

2. FOODLAND – (FF)

3. SPINACH - (SP)

4. HYPERCITY - (HC)

5. RELIANCE FRESH - (RF)

6. D MART - (DM)


Page no. 11

PRODUCT RANGE

1. Fresh Fruits & Vegetables

2. Non –Veg

3. Bakery


Page no. 12

4. Food

Oils ghee vanaspati

Grocery

Upvas items incl Gur / Khopra

Sugar

Biscuits n bakery

Namkeen

Dairy products

confectionary

Beverages (cold drink water fruit)

papad / pickle / fryum

Jam jelly ketchup

Instant food / ready food / ready to eat

Baby food health food health drink

dry fruit

spices

Tea Coffee


Page no. 13

5. Non – Food

Dental care

Bath soaps

Shaving needs

Talcum powder

Hair care

Cosmetics

Sanitary napkin diaper

Washing aids

cleaning material

Pooja items

paper products (party zone)

insecticide and mosquito repellents


Page no. 14

OUTLETS

We give you an opportunity to maintain your Brand Loyalty. You

can choose your preferred Outlet:

Location Code No Infinity Mall, 1st Floor, Link Road Andheri -West

FB1

The Hub Mall, Western Express Highway, Goregaon -East

FB2

Daftari Road, Malad

FB3

Evershine Mall, New Link Road, Malad -West

FB4

Phoenix Mills Compound, Senapati Bapat Road, Lower Parel – West.

FB5

Prime Mall, Petrol Pump, Vile Parle -West.

FB6

Hi Life Mall, Feroz Shah Road, Santacruz -West

FB7

Centre One Mall, Sector 30/A, Vashi

FB8

5, Fountain Square Mall,Sector 7, Kharghar

FB9


Page no. 15

Location Code No New Link Road, Next To Inorbit Mall,Bangur Nagar, Goregaon West,Mumbai

HC

Location Code No Palm Court Complex, Link Road, Next To Croma, Malad West, Mumbai

DM


Page no. 16

Location

Code No

HP Speed Mart,Car Care Center, Near Priyadarshini Park, Mumbai

FF1

Mermaid,Next to Hotel Palmgrove, Juhu Tara Road, Juhu, Mumbai

FF2

Excel Service Station,HPCL Petrol Pump, S. V. Road, JVPD Scheme,Vile Parle (W)

FF3

Paradise Building, 'E' Wing, Raheja Vihar, Powai, Mumbai.

FF4

ZA Tower, Raheja Rd., Off Yari Rd., Versova, Mumbai.

FF5

Sheetal Darshan,Sheetal Nagar, Mira Road (E),

FF6

Mira Plaza Bldg, Opp. Bata Showroom, Near Sanghvi Nagar, Mira-Bhayander Road, Mira Road (E).

FF7

Madhav Shrushti,Near Khadak Pada Circle, Godrej Hill, Kalyan.

FF8

All Car Services,HP Petrol Pump, Opp St Agnes High School, Clare Road,Byculla

FF9

Shramik Co-op Housing Society, Bldg No - 2,Near Sahakar Theater, Tilak Nagar,Chembur

FF10

Madhuvan Bldg., RHB Road, Next to Rudraksha Gym, Mulund (W).

FF11

Vihang Garden, Near Mahesh Lunch Home, Pokran Road No 1, Thane(W)

FF12

Maithiliâ€™s Elegant, Palm Beach, Sanpada,Navi Mumbai

FF13

Kalpataru Arcade, Sector 4, New Panvel.

FF14


Page no. 17

Location

Code No

Channel Classic, Plot No 91, Sector - 4, Kopar Khairane, Navi Mumbai

FF15

Tower No 1,Sagar Darshan, Sector 18, Nerul (W)

FF16

Trimbak Palace,Gograswadi, Patharli Road, Dombivali (E)

FF17

Shop No. 3 - 5, Gr Floor, Keswani Complex, Plot no. 274, Opp Chopra Court, Camp 3, Ulhasnagar.

FF18

Labh Avenue,Â Sector 11A Opp Carmel Convent School, Kalamboli, Navi Mumbai.

FF19

National Palace 2,Old Mumbai Pune Highway,Panvel

FF20


Page no. 18

Location

Code No

Ambika Tower Ground Floor, , Plot No. CTS No. -317, Mogra, Andheri (East)

SP1

7 BunglowNew Siddharth Co-Op.Hsg, 7 Bunglow, Andheri (West),

SP2

Ground Floor, Madhava Bldg, Bandra Kurla Complex, Bandra (East)

SP3

Shoeb Manzil, CTC C-680, Perry Cross Rd, Kantwadi,Bandra (West)

SP4

Ground Floor, Aditya Apts,New Link Road, Chikoo Wadi,Borivali (W),

SP5

Charkop 2, MHADA Suprime Trade Centre,Sector 1,Charkop,Kandivali(W)

SP6

Gayatri Satsang,120 Civil Road, Thakur Village Kandivali (East),

SP7

Swamini Building,Pimpri Pada, Water Tank Road, Malad (East)

SP8

Olympia Building, E Wing, Poonam Sagar,Mira road (E), Thane

SP9

Kulraj Shopping Mall & Multiplex, Opp Holy Convent School, Evershine Nagar,Vasai (East)

SP10

Runawal vihar, Runawal complex, Aagashi road, Boling,Virar (West)

SP11

Krushal Commercial Complex, Next Shoppers Shop,Mahul Rd,Chembur,

SP12

Dattamilan co op society,Gajbandhan, Pathroli, VijayabankManpada Dombivali(East)

SP13

Regency avenue,Shop no 1-10, SP14


Page no. 19

Location

Code No

Santoshi mata road,Kalyan (W) Gr Floor, Surendra CHS,Hira Nagar, Nahur Road,Mulund (W)

SP15

Golden Crown, Off Ghodbunder road, Hiranandani Estate,Thane (W)

SP16

Gurudatta co op Hsg society,Sector no 8-A, Airoli,New mumbai

SP17

Twin Tower,Sector 20, Plot No. 57, Kharghar, Navi Mumbai

SP18

Meridian ApartmentPlot No 25 and 27, Sector No 6Nerul west, Navi Mumbai

SP19

Shree Ballaleshwar, Sawarkar Chowk, Panvel

SP20


Page no. 20

Location

Code No

Crystal Paradise Mall, Siddhi Building, Veera Desai Road,Andheri - West

RF1

Framroze Court, Dada Saheb Phalke Road Dadar East

RF2

Jayant Apartments, Sanghvi Plywood, Tardeo Road,Tardeo

RF3

Tower Number 6, Swadeshi Mill Compound Chuna Bhatti

RF4

Spring Avenue, Khadakpada Road Kalyan

RF5

1, Brahman Society, Murbad Road Kalyan

RF6

Sanskar Tower, Ground Floor, Panchpakhadi ,Navpada Thane

RF7

Gagan Galaxy Apartment, Ground Floor, Evershine City Vasai Road West

RF8

Narayani Kutir, Hamara Bazaar, Sixty Feet Road ,Bhayandar West

RF9

Shop Number 1/6, Building No. 55/A, Brindavan Society,Thane West

RF10

Manu Krupa Bungalow, Manvelpada Road,Virar East

RF11

Shri Sharnum Building, Ground Floor, Hiranandani Estate, Ghodbunder Road Manpada ,ThaneWest

RF12

Spring Avenue, Khadakpada Road Kalyan,Thane

RF13

Jai Jagdamba Commercial RF14


Page no. 21

Location

Code No

Housing Society, Charai,Thane Vishnu Prasad Complex, PP Marg Virar Thane

RF15


Page no. 22

MODE OF OPERATION: CONTACT BY PHONE:

We're easy to contact by phone - no electronic voices and no call

waiting. Our customer support is manned by dedicated call centre

personnel, who can take decisions and resolve your problems.

Following are the Steps:

Please call our customer support hotline at 1100 – 2200.

Select your vender by pressing the Vender Code No.

Press 1 for selecting Food Bazaar (FB),2 for Foodland

Fresh(FF),3 for Spinach (SP),4 for Hyper City (HC) ,5 for

Reliance Fresh (RF)& 6 for D Mart (DM). for e.g. You choose

to order your grocery from Food Bazaar then press 1 for FB

or 5 for Reliance Fresh (RF)


Page no. 23

After selecting Food Bazaar (FB), you need to select a outlet

from your vicinity ,you wish to place your order from from

Infinity Mall ,Andheri-West i.e. FF1.Press 1, or from Center

One Mall,Vashi Then press 8.

Our Customer Service Representative will help you to place

your order.

After placing an order You will be provided with your Order

No & total bill amount.

Kindly register the convenient delivery time & mode of

payment.


Page no. 24

CONTACT BY SMS:

Please send us a SMS at 1110

SMS us code no of the outlet you choose to place your order

from. For e.g. your vender is. Spinach (SP) & Outlets you

choose to place your order is SP5 i.e. Bandra –Kurla

Complex

SMS ORDER to 1110

Our Customer Service Representative will respond within 3

hours through computerized voice messaging machine.

Your order will be recorded in the computerized voice

messaging machine.

You will be receiving a confirmatory SMS regarding your

Order No. & your total bill amount.

Please note of your order is not recorded properly then your

order will not be confirmed & Customer will not receive a

confirmatory SMS.


Page no. 25


payment.

Goods will be delivered at the mentioned address at your

convenient time.


Page no. 26

ONLINE:

You can place your order by logging in to our website i.e.

HTwww.aturdoorstep.com TH.

Choose a option of PLACE an order,

Choose your vendor, for e.g. Foodland Fresh

Choose your Oultet in your vicinity for e.g. If you wish to

palce your order from Foodland Fresh Outlet located at tilak

Nager select FF 12.

After placing an order You will be provided with your Order

No & total bill amount


payment.


Page no. 27

CONTACT BY EMAIL:

Please send us an email at the following address and we will

respond within one working day. If you are contacting us about an

order you placed, please mention the order number in the subject

line. Kindly contact us at [email protected] T

Not receiving our replies?

If you have tried to email us in the past but you're not receiving a

response from us, it's possible our email replies are being blocked

by your email program or by your internet service provider (ISP).

Many email programs provide protection against spam or bulk

mails, but sometimes even legitimate commercial emails, like an

email from our customer support department or automatic order

status notification emails, can get blocked by mistake. If you think

this is happening to you, consult the help section of your email

program and see how to relax or open up the settings that filter or

block email that you receive. Also, see if you can find any email in

folders called ‘spam’ or ‘bulk’. Or contact your network


Page no. 28

administrator or internet service provider for advice on loosening

your email filter settings. Once you've done that, email us again

and we'll gladly answer your questions again. If you still don't

receive a reply, email us again and ask us to telephone you.


Page no. 29

ADVERTISING CAMPAIGN:

Television

Print Media

FM Radio channels

Hoardings


Page no. 30

TELEVISION Mr. John De Vice President working with PHILIPS. a leading MNC.His wife Mrs. Rita De GM HR professional working with leading MNC.

Both have lots of work pressure & deadlines to meet. Too busy with their professional lives.

Scene - I

Rita calling her husband on Saturday at 8.30 pm, just before going to an important meeting.

Rita : Hie…. Sweetheart…. John : Hey Sweetie….. Rita : areeee…..I forgot to inform you…. Mom & Dad are coming tomorrow for stay over… John : Okey…that’s a good news…so…. Rita : Darling could you manage to buy grocery…. coz there is nothing at home…..we had planned to buy it on Sunday but as mom dad are coming ……. I got to go for urgent meeting rite now….. mere pass time nahi hai abhi… John : Oh Gosh…. ab Kya karenge ?….Its okey….chal I’ll manage Rita : Oh …Thank You sweetheart….see you at home…. I’ll be bit late…. John : Oh Okey….See you


Page no. 31

Scene – II

John is bit worried as there is lots of work and doesn’t have time to go buy grocery .He is trying to rap up the work, as he needs to go to supermarket. Meanwhile his colleague (Mr. Tanmay Shah) passed by & asks him…. Tanmay : Hey Dude …kya hua? You seem to be in a hurry John : Haan yaar ….Mom- Dad are coming tomorrow morning & I need to go for grocery shopping… Tanmay : Oh…tension mat le yaar….Call “““ @@@ UUUrrr DDDoooooorrrSSSttteeeppp “““ John : Oh…what is that ? Tanmay : You can place your order through call SMS or online they deliver goods as per your convenience John : Haan par…muje toh ghar pahuchte late ho jayega…. Tanmay : They deliver goods at time specifed by you….. they can deliver goods at 2 am even… John : That’s great……..They are making our life easier Tanmay : Call 1100 -2200 or log on to HTwww.aturdoorstep.com T John : Thanks dude…. Tanmay : Anytime…


Page no. 32

FM RADIO CHANNELS

An old couple,Mr Vinay Malhotra & Mrs. Malhotra, living alone in this tinsel town. Old lady denies to go to super market to buy the grocery.Due to her old age now it is becuiming bit difficult to go & shop at super market. Mrs. MAlhotra : Ab mujse ye nahi hota… Mr. MAlhotra :Kya hua lekin ??????? Mrs. Malhotra : Mere joodo me dard badta hi jar aha hia… Mujse ab ye supermarket jaa kar saman kharida Nahi jaata…

Mr. Malhotra : Are Bhagvan … toh apne niche Kiranewale se mangvalo Mrs. Malhotra : Nahi, Woh supermarket ka saman kifayti aur behtar hota hia Bell Rings “ Ding Dong “ Mrs. Malhotra Opens the door. There enters a neighbour….Mrs. Hemani Shah. Mrs Malhotra : Aao beta….kesi ho ? Hemani : Bas thik hu…aap kuch apreshan lag rahe hai Mrs. Malhotra : Kuch nahi beta…ab ye supermarket k baat per hum bahes akr rahe the……muje ab nahi hota Hemani : Auntyji…..me aapko yahi batane aayi thi…ab “““ @ Ur DDDoooooorrrSSSttteeeppp “““ hai naa... Aap ab ye sab saman ghar mangva sakte hai…..woh bhi in supermarkets se wahi unke saste damo me….. Mrs. Malhotra : Kya baat hai…ye toh badi achhi baat ho gayi


Page no. 33

PRINT MEDIA


Page no. 34

HOARDINGS


Page no. 35

CONSUMER POLL

Name: Sex: M F Address:

1. From where do you purchase your monthly grocery?

Kirana Store Supermarkets Other 2. How many members are there in your family?

2 2-5 5-8 8-10 3. What is your yearly income?

Less than 2 Lacks Btw 2 Lacks – 5 Lacks Btw 5 Lacks – 7 Lacks more than 7 Lacks 4. What is your Occupation?

Business Service Retired Student 5. How much amount do you spend on grocery every month?

Less than 2000 2000-5000 500-8000 8000-10000 6. What do you prefer Supermarket or Kirana store

Yes No


Page no. 36

7. How do you place your order?

Over Phone personally

8. Do the kirana shopkeepers deliver goods on time?

Very few times Sometimes Most of the time

9. How do you rate service provided by the kirana shopkeeper?

Excellent Good Poor 10. Do the kirana shop supply’s the same quality of good which are

available at Supermarkets?

Good Better than Supermarkets Poor Not as good as Supermarkets 11. Do Kirana shops provide more discounts than Supermarkets?

Very high high less same as Supermarkets 12. Do Kirana shops come up with different schemes/ offers as

Supermarket? Yes No

13. IS it Cost effective? Yes No

14. Do you look for some better options for your monthly grocery shopping?

Yes No

15. Do you believe in purchasing high quality goods at lower prices? Yes No


Page no. 37

SEGMENTATION

DEMOGRAPHICS :

Age – 20 to 60

Sex – Male & Female

Income,Occupation,Education

A1,A2,B1,B2,C

Sec A1 & A2

�25% of Total population (A & B).

50% is in executive position.

50% are businessmen/industries

Most of them are graduates or Post graduates


Page no. 38

Sec B1 & B2

� Employed at clerical or supervisory

Level (46%).

Businessmen / industrialists 10%.

Graduates or post graduates 45%.

Education till 10th or 12th 38%.

College education 13%

SEC C

21% of total population

Employed at supervisory or clerical level 37%

Skilled workers 33%

Petty traders 12%

Shop owners 18%

Educated till 10th or 12th 75%

Educated till max. 9th 25%


Page no. 39

BUYING BENEFITS

Quality level

Service level

Economy / cost

Buying & using convenience

BUYING BEHAVIOR

Regular or special occasional buyer

Light, medium or heavy buyer

Readiness stage :

Unaware, aware & informed

Interested, desirous & intending to buy

Loyalty status : None, medium & strong


Page no. 40

TARGET AUDIENCE

Old Age

Working People

Students Staying in hostles or away from their homes

STRATEGIC LOCATION-MUMBAI

Tinsel town & business capital of India

Living standards of the people quite high

Potential market (Population, education etc)

Disposal income is quite high compared to other cities

% of earning population are more


Page no. 41

CONCLUSION:

THIS IS WHAT WE CALL "WESTERNIZING INDIAN WAY OF RETAILING" OR "MAKING THE BEST OF BOTH WORLDS"......JUST FOR YOU .

Launch of Doorstep Service

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