INTRODUCTION

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:

Western suburbs of Mumbai (Borivali to Bandra).

Demographic

segmentation: Age : 16 onwards. Income. Occupation.

Behavioral

TARGET AUDIENCE

Youth. Students.

Working class (night shifts).

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

the items are moderately priced. strategy:

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:

Powai Andheri (east).

Does

not matter as the aim of Mad Bites is quick delivery

PROMOTION
Word

of Mouth. marketing.

Email

Sales

promotion.
media.

Social

MOT
Critical

Transactions between the frontline personnel and the customers.

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

Weakness More competitors in future Employment Issues

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)

Hunger, thirst Parties

...... CONTINUED
Organization (who) Students Youths Working class (night shift)

Operations (how)

Order online Calling them

...... 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

Cos we serve at the maddest hour

Thank You