Presented by
Apurb Sinha Ritu Anand Vibha Garg
Wohi Swaad .....
Wohi Baat......
Diversity in food
Diversity in Culture
Cosmopolitan society
Mission & Vision• Mission : To provide people with authentic food so that
they remain attached to their culture and experience the Wahi Swaad…
• Vision: To become a retail chain in next five years of
operation and open stores in major cosmopolitan city in India.
Core Idea
• Authentic food• Converging diverse Indian food
Need
• The urge to get the same taste as that of the hometown food.
• Migration leading to cosmopolitan societies is likely to increase the above need.
Current Market situation
• Available only with small grocery shops• Less diversity• Less variety• People are unaware• Mostly produced locally • Price not reasonable
Core ideaAuthentic Food Store
(Converging Diverse Indian Food)
Unique customerservice
Competitive price
Reliable & Rapidavailability
Time saving
Upscale retailer
Hard to find eatables from Around India
Attributes
Consumer Research
• Observation research was done• With focused groups of migrants staying
in cosmopolitan societies in the age group of above 25+
Selecting Consumers to Serve(STDP)
• SegmentationGeographic : - Cosmopolitan areasDemographic :- Migrants, Middle class and above Psychographic :- Nostalgic migrants who want to remain connected to their groups.
• TargetAreas like Andheri/Powai/Thane
STDP cont.
• Differentiation :- – Convergence of Diverse Indian food– Free Sampling– Suppliers will be well known names in regional
areas– Events Celebration like food festivals
STDP cont.
• PositioningPeople are already aware of the taste and have an urge to have the same experience. We want to create and experience of Wahi Swaad… to the customers.
Taste
MemoriesWahi Swad Incredible
India
Product and Service Design(4P)• Products:
– Sweets (bengali rasogulla, Mysore pak, Petha)– Pickles (Sweet lemon, Large chilli)– Snacks (Chips, Gajak, Papads)
• Method of selection– Research team to find out the shops and retailers
that have maximum fan following in the local regions
– Consumer research– Feedback and wish list from customers
4P cont.• Presentation
– Packaging design: The packaging to be in such a manner that the buyer immediately connects to the original.
– Supplier Name: The supplier name to be clearly visible on the packages along with “Wahi Swaad…” Logo.
• Mode of delivery– Shop counter– Free home delivery– Online Orders (Future Plan)
4P cont.
• Pricing– A combination of cost based and competitive
pricing model– Balance between regional and local Price– Price = cost + approx 50% Margin– Aging based discounts
• Distribution– Supplier located all over India– Not a core competency– Outsource collection, Storage and Supply
4P cont.
• Promotions– Shop to be located in mall of cosmopolitan area– Tasting centers at shop doors– Handouts in local newspapers– Banners outside cultural/ religious gathering
places– Stickers in outstation trains and busses
–
Customer Delight
– Shop interiors will reflect the regional places– The furniture and the utensils to represent the
regional image– Food festivals to be organized– Free samples– Customer feedback– Wish list recording
Initial Investment Outlay
500000300000200000150000300000
1450000Market ResearchTotal
Initial Investment
InventoryDeposit for ShopFurniturePromotion
Proposed Income StatementAssumptions
7300000 20000 daily revenue
3650000 50% of Revenues730000 10% of revenues360000 30000 Monthly rental720000 60000 Monthly salary
48000 4000 Monthly chargesMarketing 146000 2% of Revenues
5654000
1646000PBT
Proposed Income Statement(Annual) in Rs.
Revenues
ExpensesCost of SalesLogisticsRentSalariesUtilities
Total Expenses
Note :If our avg. revenue per day is 18800/- than our PBT willbe approx. 14.5 lakhs. So we can recover initial investment ifable to keep approx sales to 18800/- per day
SWOT Analysis
• Strength– No similar competitor– Authentic taste– Well know supplier from regional area
• Weakness– Life of food– High number of supplier– Business dependent on suppliers
SWOT Analysis(cont.)
• Opportunities– Cosmopolitian culture exists in Indian urbarn
areas and further growth in possible.– Growing Income and Spending Power– Decreasing trend of cooking snacks & sweets at
home
• Threats– Mass Retail chains may start with this concept
immediately– Local Shops
Challenges
• Increasing cost of retail space• Pricing• Managing high number of suppliers
Thank You
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