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Commenced in 2011. It is a night kitchen serving fast-food from 8pm to 4am. Serves food, beverages and deserts. Carters to the western suburbs of Mumbai (Bandra-Borivali) Employee strenghth-2 cooks, 6 delivery boys and a receptionist. Serves quality food at reasonable rate.
COMPANY ORIENTATIONS
Product concept Marketing concept Product concept Customer concept Social marketing concept
MARKETING TASK
Marketing Task Formal Name
Demand State
Latent
Develop
Developmental
SEGMENTATION
Geographically:
Demographic
TARGET AUDIENCE
Youth. Students.
POSITIONING
Mad Bites will be positioned for the current interest in a quicker fast food at moderate to low prices.
PRODUCT
Believes in providing affordable fast food to as many people as possible as and when required by them.
All fast food items. Sandwiches Salads Pizzas Pav bhaji Rolls Burgers Pasta Chinese Parathas Biryani Milkshakes Juices Deserts
PRICE
All
Pricing
Mark-up pricing
Basic cost of food + delivery cost +profit =
selling price
PRICE-QUALITY STRATERGIES
PRICE Q U A L I T Y
High
Medium
Low
High
Premium
High Value
Super Value
Medium
Over Charging
Medium Value
Good Value
Low
Rip - Off
False Economy
Economy
PLACE
Location:
PROMOTION
Word
of Mouth. marketing.
Sales
promotion.
media.
Social
MOT
Critical
CRITICAL TRANSACTIONS FOR Mad Bites Communication over the phone while receiving an order. Transactions between the delivery boys and customers.
SWOT
Night kitchen Less competitors Long difficult work hours Consumer demands Govt law Day time kitchen (24/7 service)
Strength
Opportunities
Threats
TOWS
INTERNAL FACTORS
EXTERNAL FACTORS
STRENGTH SO S Higher target audience, more consumption, more rolling, more market existence. ST S Come up with more innovation, variety, quality of food at affordable prices, thus challenging the competitors. First mover advantage.
WEAKNESS WO S Govt law shall compel the employees with flexible working hours, thus encouraging part time employees. WT S Increasing consumer demands along with employment issues may end up the company retrenching. Financial issues can be over comed by joint venture.
OPPORTUNITIES
THREATS
OS OF CONSUMER BEHAVIOUR
Object (what) Non-durable Food Convenience
Objective (why)
...... CONTINUED
Organization (who) Students Youths Working class (night shift)
Operations (how)
...... CONTINUED
Occasion (when) Party Nightout ,sleepovers Get-to-gether
Outlet (where)
Mad bites being a kitchen has delivery and not seating arrangements for guests.
BCG
LIFE CYCLE
M a d b i t e s
ANSOFFS MATRIX
Thank You