Consumer Behavior Project

By Group 6

Tharun (9012)Suuresh(9040)Nandita (9048)Malathi(9061)Dinesh(9062)Mithun(9082)

UPMA HOUSE

Vision:-

Our Vision is to remain the leading food services in India, by delivering total customer satisfaction through:

Quality Logistics Cleanliness Value

by the development, contribution & commitment of our staff.

Mission Statement:-

Our goal is to give our customers total satisfaction and exceed their expectations through:

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

About the service:-

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

Usage of UPMA HOUSE Autos for order of 10-30 members(Office-gate-service and Call-

kitchen-Service) UPMA HOUSE Bikes for Direct order delivery UPMA HOUSE vans for orders of above 30 people

Free delivery service Call-Kitchen-Service We offer services till midnight

STP:-

Segmentation -

Geographic segmentation

Metropolitan and Urban cities

Demographic

Income – Monthly sal of >10k and dual income families Occupation – IT and Management professionals

Psychographic

Working class

Behavioral

People seeking benefits like quality, service, convenience and speed.

Targeting -

a. IT and Management professionalsb. Major IT hubs in India c. Working class with dual incomes

Positioning:-

a. You order, we deliver hotb. Kitchen just a call awayc. Hungry? wanna eat healthy? just call UPMA HOUSE!!

7 P’s:-

Product-

Upma –

o Tomato Upmao Andhra Upmao Aalu Upmao Gobi-Mutter Upmao Butter Upmao Kaju Upmao Paneer Upmao Masala Upmao Carrot Upmao Customized Upma

Dosa –

o Upma Dosa (with any variety of Upma mentioned above)o Varieties of Dosas

Pesarettu –

Upma Pesarettu(with any variety of Upma)

Idli –

Idly Button idly Sambar Idly Tamil Idly Ghee Idly

Vada –

o Masala Vadao Button Vadao Sambar vadao Palak vada

Meals –

o 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.

o Lunch or Dinner (North Indian or south indian)

Snacks –

Indian snacks like chat, pani puri, Bhel puri, Kachori etc

Price-

o Slightly lesser than the existing market price because of the cost competitive advantage derived through Hub/distribution based model.

o The prices include Actual price + Markup price + Perishability losses + losses in service

Place-

o Targetting IT hubs in India like Hyderabad, Bengaluru, Pune.o Initially to be setup in Hyderabad

Promotion-

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:

Newspaper ads Radio ads Buzz marketing Hoardings in Hitech city, Gachibowli, Madhapur Promotional camps like Food festivals, IT professional cooking camps and in In-Orbit

Mall CSR activities like conducting Traffic awareness weeks, helping Old Age homes and

Orphanages

People-

Two head cooks Four experienced cooks Six helpers with knowledge in cooking Six-on-the-go helpers with driving experience Six delivery boys with bike riding capabilities Five ground staff Two accountants and two supervisors Two telephone operators and data operators

Physical Evidence-

One leased house near Madhapur Upma House transport vehicles like Remodelled ‘Force’ Vans, ‘Tata ACE’,

‘Mahindra Pick up’ and bikes. Kiosks, tents and chairs Uniforms for employees Advanced kitchen equipment and cookery items for UPMA HOUSE hub

and vehicles

Process –

Process for delivery of food:-

Process for Call-Kitchen-Service:-

SWOT Analysis:-

Strengths-

Early mover advantage in Specialized varieties of UPMA

Early mover advantage in delivering meals, breakfast and snacks

Wide variety of menu items

Cost competitiveness through distribution/hub system and thereby saving costs of standstill restaurant

Weakness-

Loss due to perishable nature of products

Opportunities-

Increased attention towards Readymade/Ready to Eat food items

Increase in incomes and insufficient time to cook

Threats-

Municipality permissions

Fear of increasing petrol, diesel prices

Political uncertainities

Cost estimation:-

Capital cost (includes Hub and vehicle costs) – Apprx. 25-35 lacs

Advertising expenses – 5 to 10 lacs

Total cost estimation – 30 to 40 lacs

Expected Turnover:-

Daily 500 people * Average price of Rs. 50 = Rs. 25,000

Annual turnover = 25,000*30*12 = 90 lacs

Break even expected to reach in a year

Strategies:-

Distribution of Privileged cards

Use of Advanced IT systems.

Initially to be started in Hyderabad

Plans to expand in Bengaluru

Future expansions to Pune and Chennai

To grow as a complete food service and facility management organization in future

LOGO:-

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