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