eBaniya - Marketing Plan

eBaniya -Chahiye Jab Paiye Tab

Marketing Plan

Sparsh Arora – 9030241430 Soumabrata Dasgupta – 9030241431

Souma Basu - 9030241432 Sumit Aggarwal - 9030241433

AgendaProduct DefinitionTarget CustomersPositioningPackaging & FulfillmentAdvertisements and PromotionsPricingKey IssuesConclusion

Product DefinitionService to deliver FMCG and grocery

products as per customer convenience at his doorstep.

Multidimensional approach – SMS, Call, Phone Application and Internet.

No outlets, supplies directly from warehouse.Process low cost orders with same efficiency

as that of high cost orders

CompetitionMom and pop stores, Retail stores

Strengths: Existing market segment and reputationExtensive outlook to the consumersBrand reputation

Weakness: Heavy process cost in order to process low

cost ordersCannot provide After hrs serviceLacks personal touch

Market Share

Target Share

Mom & Pop StoreRetail StoresShopping WebSitesE Baniya

Mom & Pop StoreRetail StoresShopping WebSites

Current Market

Source: www.marketeer.com

Target CustomersAge Group – 18-40Literacy Level – Anyone who knows how to

make a callIncome Group – Middle and UpperDemographic – Metropolitan and semi-

metropolitanDouble Income No Kids (DINKs)Single Working Parents (SWPs)

Market SummaryMarket: past, present, & future

Early Adopters/Pioneers

Mass Market/Followers

Time

Number of

customers

Target Customers - Distribution

70%

20%

7% 3%

Population

Rural Metro DINKs SWPs

Source: www.marketeer.com

PositioningWe are providing the service to the customer

at low price but of high quality.Customer gets to order at his own time

without the need to leave the comfort of his chair.

Has a high reliability factor of goods being delivered.

Competitive Summary – Perception Mapping

Low Price Premium Price

QualityHigh

Mom and Pop stores

Big Bazaar

Foodland fresh

More.

eBaniya

QualityLow

Reliance

Packaging & FulfillmentService packaging

People will order using a small form or through short SMSs.

Minimum order will be Rs.200, and delivery will be made in paper bags.

Service will be delivered in 30 mins of ordering or at the mentioned time.

In case order not fulfilled at that instant it will be either dropped or fulfilled in next working day.

Payment can be done through internet, mobile or COD.No outlets only warehouses.Delivery will be done within 5km radius.

Launch StrategiesLaunch plan

In first phase we will target only corporate customers with no time for buying FMCG or groceries.

Then we will move towards other segments of society in Metros.

Next phase to launch in Semi-Metro CitiesPromotion budget

Promotional budget for phase -1 is Rs. 10 lacs.

Jan’10 Jun’10 Dec’10 Dec’11

Corporate Customers

Other Customers in Metro

Semi Metro

AdvertisingStrategy & execution

Pamphlets.Office coffee shopsWord of mouthCinema halls/Malls

Other PromotionDirect marketing

Door to door marketingSponsoring Corporate meetsDoing Social media marketing.

Marketing ProgramsDeclare 2nd April as Salary day where any single

order over Rs. 3000 will be given a discount of 5%.If payment made in cash then discount of 1% on

bill amount.For single orders above Rs. 5000 discount of 5%

will be given on next purchase.

PricingPricing

No charges on deliveries from 8 am to 10 pm5% or Rs. 25 whichever is higher for after

hours delivery.

PoliciesMost of the profits will come from the rent that

we are saving by NOT opening an outlet.Profit margins from FMCG will also play a

major part in meeting our pricing.

DistributionDistribution strategy

Small warehouses in various locations of metropolitans.

Reduces time in commuting.

Channels of distributionDirect inventory retail.

Success MetricsCustomer base of 1000 customers with

dedicated customers forming 15% part of it within first year of operations.

New customers using the service increasing our customer base and reach to newer areas and people.

Most of the new customers should use our service after word of mouth marketing.

Profit margins should increase helping to break even our operations cost by 2nd year of business.

Key IssuesGaining customer trust.CoverageBrandingApproachCompetition

ConclusionThe service though is new but has a demand

in the market.Initially the reach and demand of the service

might be low but it will increase down the line.

Promotions, pricing and placement of the product will help us in breaking the ice.

We need to be consistent in our performance to build a brand image over a period of time.

Thank You.