Marketing Management 2

Term Project

GROUP IV
Marketing Plan for a Food Stall

SYMBIOSIS INSTITUTE OF INTETRNATIONAL

BUSINESS

MBA- AGRI BUSINESS

2009 – 2011

Submitted to
Prof. Deepa S
08.02.2010

Trina Bhagat (09020242005)

NItika Singh (09020242022)
Rishika Mittal (09020242030)
Susrita Sen (09020242036)
Avinash Tirkey (09020242044)
INDEX

1. Introduction to marketing plan…………………………………….3

2. Executive summary…………………………………………...…...4

3. Customer Base…………………………………………………..…5

4. Knowing the competitors………………………………………..…6

5. Competitive analysis and marketing strategy…………………...7

6. Product Details……………………………………………………12

7. Action Plan………………………………………………………...13

8. Finance and grants……………………………………………….16

9. Conclusion…………………………………………………………17
INTRODUCTION TO MARKETING PLAN

Our objective is to enhance the stall owners business within the

limited resources he has. We try to introduce new products and
strategies to allure the existing customers and attract new customers.
We try to build loyalty among the customers and save the business
from the growing competition in the neighbouring areas.

It has been observed that the stall attracts maximum crowd as

compared to its neighbouring stalls. The stall opens at 4pm and stays
till 11pm. It has been observed that the stall offers the maximum
varities of products and maintains good personal relations with its
customers. The stall offers its products on credit to its regular
customers which adds as an additional offering.

The customer base is mostly students and executives who take a

break from their hectic schedule during the evening. The stall faces a
peak time from 4pm to 7pm.

Looking at its product offering and tremendous potential to grow, we

have choosen to develop a marketing plan for the food stall.
EXECUTIVE SUMMARY

Our Marketing Plan is to cover a small Tea Stall outside our college
premises. The stall offers various products and it customer base is
mostly students and IT professionals. The stall is a major hang out
place as it not only offers snacks but also a common place for social
networking. People prefer to visit the stall during taking a break from
their regular day to day activities.

We propose to enhance his existing business utilizing his resources

in best way possible and with minimum possible investments. Various
improvements in land/area development, sales and marketing,
requisution and identing, ingredients and cooking, furniture and
provivions etc are suggested.

The food stall belongs to a man named Raju and is managed by his
family consisting his wife and younger brother.

Since it will take some time for Raju to gather financial resouces for
improvements, the best time to launch the proposal will be around the
months of June-July 2010, as this is the time when a new semester
begins in the neighbouring colleges.
CUSTOMER BASE

• Students, faculty and staff from Symbiosis International

University

• Students, faculty and staff from IIIT

• Employees of nearing companies eg. MTech, Cognizant etc

• Labours from neighbouring construction sites

• Drivers of automobiles

• Guests and visitors

KNOWING THE COMPETITORS

The food stalls around the college area are all competition for Ramu’s
stall as most offer food of the same category.

Egg roll stall

Dabeli Stall

Bhutta Stall

Chat Stall

Maggi Stall

Tea-Wada Stall

Van-Pav Bhaji

Idli Wala

Fruit Stall

Sugarcane Juice Stall

Wada Pav Stall opp

Stalls outside Cognizant

COMPETITIVE ANALYSIS AND MARKETING
STRATEGY

Our food stall is not an isolated unit in the world and performs within a
market full of competitors. To be able to evaluate its position on
market and to act accordingly we use the Porter's Five Forces Model.
This model helps us define and realize our business and its
surroundings and identify threats and opportunities to focus on. We
review this model periodically to obtain up-to-date data in this global
and turbulent environment.

The Porter Model consists of 5 elements which together comprises

the environment business operate in. These elements are: suppliers,
customers, new entrants, existing competition and the product itself.
By assessing every one of these elements we get the whole picture
of our food stall within the market and the rating helps us target the
key areas. We use the scale of 0-5 to evaluate the power of each
element where 0 means no power and 5 very high powers (referring
to the number in the brackets).
1) Power of Suppliers

Factor
• The market is dominated by a few large suppliers
• There are no substitutes for the particular input
• The supplier’s customers are fragmented, so their bargaining
power is low
• The switching costs from one supplier to another is high
• The buying industry has a higher profitability than the supplying
industry
• Forward integration provides economies of scale for the
supplier
• The buying industry hinders the supplying industry in their
development
• The buying industry has low barriers to entry

2) Power of Customers

Factor

• There is the possibility for the customer integrating backwards

• The customer knows about the production costs of the product
• The product is not of strategic importance for the customer
• Customers could produce the product themselves
• Customers have low margins and are price sensitive
 • Switching to an alternative product is relatively simple and is
not related to high costs
• The product is undifferentiated and can be replaced by
substitutes
• The supplying industry operates with high fixed costs
• The supplying industry comprises a large number of small
operators
• They buy large volumes, there is a concentration of buyers

3) Threat of New Entrants

Factor
• Economies of scale (minimum size requirements for profitable
operations)
• High initial investments and fixed costs
• Brand loyalty of customers
• Protected intellectual property like patents, licenses etc
• Scarcity of important resources, eg. Qualified expert staff
• Distribution channels are controlled by existing players
• Existing players have close customer relations, eg. From long
term service contracts
• High switching costs for customers
• Legislation and government action
4) Threat of Substitutes

Factor

• Brand loyalty of customers

• Close customer relationships
• Switching costs for customers
• The relative price for performance of substitutes
• Current trends
5) Existing Competition

Factor
• There are many players of about the same size
• Players have similar strategies
• There is not much differentiation between players and their
products
• Low market growth rates
• Barriers for exit are high (eg. Expensive and highly specialized
equipment)
PRODUCT DETAILS
The following are the products and prices available at the food stall:

Chai (Tea)...…………………………………….……………………..Rs. 5
Samosa…...…………………………………………………………...Rs. 6
Bhajia..………...………………………………….……………Rs. 10/plate
Bhajiya Pav…...………………………………….……………………Rs. 7
Wada……………………...……………………….…………………..Rs. 6
Wada Pav………………….………………..………………...………Rs. 7
Anda Burji (Scrambeled Eggs)......…….……….…………………Rs. 10
Cigarettes (ITC)…………………………………………………....variable
Parle G…………………………...………………….………..Rs. 5/packet
Mentos……………...……………………………….…………………..50p
Centre Fresh……………………..………………….…………..…….Rs. 1
Local Toffee…………….……………………………...…………..variable
Saunf………………………………………………….…………...…….50p
Gutkha…………………………...…………………….…………...variable

We suggest to introduce maggi as another product offering. As per

our observation in neighbouring food stalls, a plate of masala maggi
is sold at Rs. 15. Various varieties of maggi is sold as well, like egg
maggi and vegetable maggi which are priced at Rs. 25 and Rs. 20
respectively.

We also suggest introducing hot coffee as none of the neighboring

stalls offer the product and as the customer base is mostly that of
students and executives, the product will be well accepted. The price
may range from Rs. 5 – Rs. 10.
ACTION PLAN

Land /area development

• Section leveling (since the area has been dug up owing to

various activities of the municipal corporation)
• Section demarcation( it is essential to ensure customers feel at
home and there is reduced encroachment)
• Land cleanliness and hygiene ( a clean and hygienic
environment would promote better sales)
• Regular water sprinkling ( this would the area to free of loose
soil and dust settling on food and ingredients)
• Procurement of canopy from used promotional campaign of
companies (E.g. Airtel, Vodafone) to provide shade and a better
ambience to customers.

Sales and Marketing

• Promote cash discounts on bulk orders

• Promote free home and office delivery
• Use of hygienic gear like plastic gloves and aprons to positively
influence customer attitudes and perceptions.
• Develop a concealed cooking facility to achieve sales through a
non merchandising effect, since merchandising effect through
open air public cooking is not their strength.
• Analyze sales patterns to be able to provide more value to
customers through use of bundling and package deals
• Analyze average customer spending to identify sales S.K.U.s of
concern and opportunity.
• Phased roll out of coffee mugs for hot beverages instead of
regular glasses to induce mark up.
Requisition and Indenting

• Teach them and help implement E.O.Q.( Economic Order

Quantity ) and aid them in making it a habitual Purchase and
Requisition criteria.
• Help them understand opportunity loss, and cash flow
decisions, for them to be able better decide on “Buying v/s
leasing decisions.”
• Help them develop credit relations with suppliers to facilitate
cash flow and businesses continuity

Ingredients and cooking

• Use of quality cooking oil and display of information to

communicate the same to the customers.
• To ensure and assign proper Mis-en-Place duties (Opening
Duties). and closing duties to achieve minimum wait time in
customer service delivery.
• Usage of commercial high capacity gas ranges with multiple
burners with L.P.G. fuel requirements instead of kerosene
burners which have an lower heat output to ensure faster
cooking and heating, thereby considerably reducing customer
wait time and service temperatures.

Renovation & Refurbishment of stall

• Functionally- provision of extra storage space and work space

beneath the main working space of the mobile vehicle
• Aesthetics- lighting, painting and finish of stall
• Curtains over the tyres and storage area
Furniture and provisions
• Seating arrangement increased on sales through preliminary
leasing
• Provision of dustbins
• Provision of a cashier’s desk to take care of all O.T.C.
transactions while the rest of the staff takes care of operations
to reduce losses due to pilferage and increase both the top line
and bottom line.
• Use of tea and coffee canisters instead kettles at cashiers desk
to ensure speedy dispensing of the fastest selling S.K.U.
• Moreover efforts should be made to have a faster customer
turnover consuming the lower priced S.K.U. to ensure further
sales are not hindered due to lack of seating.
• Use of aesthetic lighting by use of C.F.L.s to attract attention.
• Name for the stall on a board/banner or on the mobile vehicle to
initiate a branding exercise
• Setting up a menu board:
To provide anchor functionality with which people
readily identify the products offered along with their
prices.

Implementation of batch processing and standard operating

procedures through use of standard recipes to increase consistency
in taste, output and cooking time. This also helps in budgeting well
for demand without reduction in quality or taste.
Layout for the stalls seating arrangement

Main Road

The Wall

Shelf space around mobile vehicle for standby customers

Separate Tea and Cashiers desk

Main Cooking area and shelf for displaying products with storage space below

Plastic Stools

Canopy to prov
Dustbins to prevent littering around the stall

Concealed washing area

 FINANCE AND GRANTS

Raising Finances

1. Savings from daily sale

2. Lending from friends and family

Resource Allocation

1. Prioritizing activities based on their cost and tentative impact

on sales

Maintaining Cash Flow

1. Determining EOQ of various raw materials like potatoes, oil,

spices, onions etc. to ensure smooth business continuity
without bottlenecks in funding.

Credit Understanding with Suppliers

1. Developing cordial business relation with

CONCLUSION

STRENGHTS

• Wide variety of products

• Easily affordable rates
• Customer retention due to good PR skills
• Strategic location
• Minimal service time
• Movable
• Minimum operation time

WEAKNESS

• No proper infrastructure
• Lack of manpower
• Hygiene concerns of the customer
• No proper record of transactions
• Illegal encroachment susceptible to police raids

OPPORTUNITIES

• Expand the product line

• Home delivery service
• Customer preference to eat outside without traveling too far
instead of eating within premises
• Opportunity to provide bundle deals (mini meals)

THREATS

• Stiff competition
• Police raids against encroachment of area
• Low entry barrier
• Low customer loyalty