Launch Of Doorstep Service

KCMS

Consumer Behaviour

PROJECT ON CONSUMER BEHAVIOUR U

0BU

LAUNCH OF 1BU

DOORSTEP SERVICE 2BU

K.C. COLLEGE OF MANAGEMENT STUDIES 3BU

ADVERTISING & PUBLIC RELATIONS – B 4BU

PROJECT BY 5BU

DHARA DABHI

ROLL NO: 66

Page no. 1

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Consumer Behaviour

INDEX 6BU

1.

History of the Company..................................3 -4

2.

About Service...................................................5

3.

USP..............................................................6-8

4.

Co – Partners .............................................9 - 10

5.

Product Range ............................................11 -13

6.

Outlets......................................................14 -21

7.

Mode of Operations....................................22 -28

8.

Advertising campaign..................................29 -34

9.

consumer pole ...........................................35 -36

10. Segmentation of Market............................37 - 38 11. Buying benefits ............................................39 12. Buying behavoiur...........................................39 13. Target Audience.............................................40 14. Starategic Loaction ........................................40 15. Conclusion.....................................................41

Page no. 2

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Consumer Behaviour

ABOUT COMPANY U

DOOR STEP U

Doorstep Corporation was established in 1966, the DoorStep Group has attained a reputation of being a leader domain related in the food with operations in contract foodservice, foodservice distribution, retail solutions, logistics, food vouchers and exports. |

DoorStep Customer Services Pvt Ltd HTU

UTH

|

DoorStep Pvt Ltd

|

DoorStep Hospitality Services Ltd

DoorStep Customer Services Pvt Ltd: U

DoorStep Customer Services Pvt Ltd (DCSPL) is in the business of front end retailing. This company owns & manages "DoorStep SuperMarket" stores in Mumbai. For more information, please visit www.doorstepsupermarkets.com HTU

UT

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Consumer Behaviour

DoorStep Pvt Ltd U

DoorStep Pvt Ltd provides a distribution and logistics platform to service the needs of the customer in the retail, foodservice & hospitality industry. For more information, please visit www.doorstep.com HTU

UT

DoorStep Hospitality Services Ltd DSHS offers Food Service & Hospitality Solutions, Integrated Facilities Management and Vending Solutions to its clients across sectors like Business & Industry, Healthcare, Education, Offshore, Maritime & Remote Sites and Travel, Retail & Leisure. Integrated Facilities Management and Vending Solutions are managed by Service brands, UNISOL and I–Vend respectively. For more information, please visit www.dshs.co.in HT

T

Page no. 4

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Consumer Behaviour

Pioneering in service sector to provide everything @ ur doorstep at anytime. Profits are earned in the longer term of operation. i.e a very HIGH TURNOVER and operating on REDUCED MARGINS. The basic principle of operation is successful as it is simply a service provider and is not dependent on any mediators for day to day purchasing. The complete procurement activity is systematically tied up with direct manufacturing units/ farms thus eliminating all mediator overheads and operation costs and thus able to meet the customer’s doorstep requirements at budget prices. All Statuary requirements are met and are followed as a firm and operate on ISO guidelines and various other standard agencies.

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Consumer Behaviour

UNIQUE SELLING POINT (USP)

HOME Delivery : |

@DoorStep goes the Eco-Friendly way with its Home delivery.

|

@DoorStep is committed to extending high standards of customer service even beyond shopping through our Home delivery service. Our aim is to delight our customers through timely delivery of goods, every time.

|

@DoorStep’s home delivery service is aimed at setting the industry benchmark. The mantra of 'Delivery on Time-Every Time' is what underlines the service. Also to ensure that the service standards are raised and not compromised Hyper CITY has decided to manage the process in-house.

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Consumer Behaviour

Doorstep provides best customer service and an amazing

|

hotline shopping experience which is the goal of our Company. @DoorStep Customer can place their order over phone call,

|

SMS, or through logging into our website i.e. www.aturdoorstep.com. HT

|

TH

@DoorStep Goods are delivered at your doorstep as per your convenience round the clock.(24x7)

|

Quality Assurance, Food Safety and Hygiene are of utmost importance across all the Foodland Fresh stores. To ensure that there are no compromises on this front, In the complete process, we ensure that the following is taken care of:

|

We have an established cold chain in place which maintains ideal storage conditions from the point of origin to the Foodland Fresh stores

|

At the stores, all food and grocery items are packed, stored and displayed in optimal conditions

|

We have an extensive training program for our stores staff on areas such as product knowledge, product handling, display, hygiene and sanitation

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Consumer Behaviour

|

We maintain the highest level of cleanliness, hygiene and sanitation in all our stores

|

We adhere to the food safety and quality norms laid down by the government from time to time

|

Quality inspections and checks are conducted at regular intervals to ensure that the quality, safety and hygiene standards are maintained across all Foodland Fresh stores

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Consumer Behaviour

CO – PARTNERS

Ours is a unique and innovative retail concept based on pure Indian needs state, extreme service orientation, localization and selling quality products at fair prices.

Looking for a store or service that stocks all the merchandise you need for your daily needs? Be it groceries, home & personal care, bakery products, fruit or vegetables you'll find them all at your neighborhood now, at Spinach stores. For the non vegetarians, in select locations we have exclusive range of meat, poultry, fish & seafood, fresh and frozen, in a separate section.

India’s Biggest Companies who have set a benchmark in catering customer’s Food & Grocery requirements around the country. They cater consumers the best range, availability, price, promotions T

and service in neighborhood food and grocery retailing. A wide T

range of branded items are sold below MRP in Foodland Fresh T

T

stores. There is a very high.3 emphasis on food safety and T

hygiene. The store also offers Home Delivery to customers in the T

T

T

respective catchments.

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Consumer Behaviour

Our Co – Partners are: 1. FOODBAZAAR -

(FB)

2. FOODLAND –

(FF)

3. SPINACH -

4. HYPERCITY -

(SP)

(HC)

5. RELIANCE FRESH - (RF)

6. D MART -

(DM)

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Consumer Behaviour

PRODUCT RANGE 1.

Fresh Fruits & Vegetables

2.

Non –Veg

3.

Bakery

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4.

Consumer Behaviour

Food

|

Oils ghee vanaspati

|

Grocery

|

Upvas items incl Gur / Khopra

|

Sugar

|

Biscuits n bakery

|

Namkeen

|

Dairy products

|

confectionary

|

Beverages (cold drink water fruit)

|

papad / pickle / fryum

|

Jam jelly ketchup

|

Instant food / ready food / ready to eat

|

Baby food health food health drink

|

dry fruit

|

spices

|

Tea Coffee

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5.

Consumer Behaviour

Non – Food

|

Dental care

|

Bath soaps

|

Shaving needs

|

Talcum powder

|

Hair care

|

Cosmetics

|

Sanitary napkin diaper

|

Washing aids

|

cleaning material

|

Pooja items

|

paper products (party zone)

|

insecticide and mosquito repellents

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OUTLETS We give you an opportunity to maintain your Brand Loyalty. You can choose your preferred Outlet:

Location Infinity Mall, 1st Floor, Link Road Andheri -West The Hub Mall, Western Express Highway, Goregaon -East Daftari Road, Malad Evershine Mall, New Link Road, Malad -West Phoenix Mills Compound, Senapati Bapat Road, Lower Parel – West. Prime Mall, Petrol Pump, Vile Parle -West. Hi Life Mall, Feroz Shah Road, Santacruz -West Centre One Mall, Sector 30/A, Vashi 5, Fountain Square Mall,Sector 7, Kharghar

Code No FB1 FB2 FB3 FB4 FB5 FB6 FB7 FB8 FB9

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Consumer Behaviour

Location New Link Road, Next To Inorbit Mall,Bangur Nagar, Goregaon West,Mumbai

Code No

Location Palm Court Complex, Link Road, Next To Croma, Malad West, Mumbai

Code No

HC

DM

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Consumer Behaviour

Location HP Speed Mart,Car Care Center, Near Priyadarshini Park, Mumbai Mermaid,Next to Hotel Palmgrove, Juhu Tara Road, Juhu, Mumbai Excel Service Station,HPCL Petrol Pump, S. V. Road, JVPD Scheme,Vile Parle (W) Paradise Building, 'E' Wing, Raheja Vihar, Powai, Mumbai. ZA Tower, Raheja Rd., Off Yari Rd., Versova, Mumbai. Sheetal Darshan,Sheetal Nagar, Mira Road (E), Mira Plaza Bldg, Opp. Bata Showroom, Near Sanghvi Nagar, MiraBhayander Road, Mira Road (E). Madhav Shrushti,Near Khadak Pada Circle, Godrej Hill, Kalyan. All Car Services,HP Petrol Pump, Opp St Agnes High School, Clare Road,Byculla Shramik Co-op Housing Society, Bldg No - 2,Near Sahakar Theater, Tilak Nagar,Chembur Madhuvan Bldg., RHB Road, Next to Rudraksha Gym, Mulund (W). Vihang Garden, Near Mahesh Lunch Home, Pokran Road No 1, Thane(W) Maithili’s Elegant, Palm Beach, Sanpada,Navi Mumbai Kalpataru Arcade, Sector 4, New Panvel.

Code No FF1 FF2 FF3 FF4 FF5 FF6 FF7 FF8 FF9

FF10 FF11 FF12 FF13 FF14

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Consumer Behaviour

Location Channel Classic, Plot No 91, Sector - 4, Kopar Khairane, Navi Mumbai Tower No 1,Sagar Darshan, Sector 18, Nerul (W) Trimbak Palace,Gograswadi, Patharli Road, Dombivali (E) Shop No. 3 - 5, Gr Floor, Keswani Complex, Plot no. 274, Opp Chopra Court, Camp 3, Ulhasnagar. Labh Avenue, Sector 11A Opp Carmel Convent School, Kalamboli, Navi Mumbai. National Palace 2,Old Mumbai Pune Highway,Panvel

Code No FF15 FF16 FF17 FF18

FF19 FF20

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Consumer Behaviour

Location

Ambika Tower Ground Floor, , Plot No. CTS No. -317, Mogra, Andheri (East) 7 BunglowNew Siddharth CoOp.Hsg, 7 Bunglow, Andheri (West), Ground Floor, Madhava Bldg, Bandra Kurla Complex, Bandra (East) Shoeb Manzil, CTC C-680, Perry Cross Rd, Kantwadi,Bandra (West) Ground Floor, Aditya Apts,New Link Road, Chikoo Wadi,Borivali (W), Charkop 2, MHADA Suprime Trade Centre,Sector 1,Charkop,Kandivali(W) Gayatri Satsang,120 Civil Road, Thakur Village Kandivali (East), Swamini Building,Pimpri Pada, Water Tank Road, Malad (East) Olympia Building, E Wing, Poonam Sagar,Mira road (E), Thane Kulraj Shopping Mall & Multiplex, Opp Holy Convent School, Evershine Nagar,Vasai (East) Runawal vihar, Runawal complex, Aagashi road, Boling,Virar (West) Krushal Commercial Complex, Next Shoppers Shop,Mahul Rd,Chembur, Dattamilan co op society,Gajbandhan, Pathroli, VijayabankManpada Dombivali(East) Regency avenue,Shop no 1-10,

Code No

SP1 SP2 SP3 SP4 SP5 SP6 SP7 SP8 SP9 SP10 SP11 SP12

SP13 SP14 Page no. 18

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Consumer Behaviour

Location

Santoshi mata road,Kalyan (W) Gr Floor, Surendra CHS,Hira Nagar, Nahur Road,Mulund (W) Golden Crown, Off Ghodbunder road, Hiranandani Estate,Thane (W) Gurudatta co op Hsg society,Sector no 8-A, Airoli,New mumbai Twin Tower,Sector 20, Plot No. 57, Kharghar, Navi Mumbai Meridian ApartmentPlot No 25 and 27, Sector No 6Nerul west, Navi Mumbai Shree Ballaleshwar, Sawarkar Chowk, Panvel

Code No

SP15 SP16 SP17 SP18 SP19 SP20

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Consumer Behaviour

Location

Crystal Paradise Mall, Siddhi Building, Veera Desai Road,Andheri - West Framroze Court, Dada Saheb Phalke Road Dadar East Jayant Apartments, Sanghvi Plywood, Tardeo Road,Tardeo Tower Number 6, Swadeshi Mill Compound Chuna Bhatti Spring Avenue, Khadakpada Road Kalyan 1, Brahman Society, Murbad Road Kalyan Sanskar Tower, Ground Floor, Panchpakhadi ,Navpada Thane Gagan Galaxy Apartment, Ground Floor, Evershine City Vasai Road West Narayani Kutir, Hamara Bazaar, Sixty Feet Road ,Bhayandar West Shop Number 1/6, Building No. 55/A, Brindavan Society,Thane West Manu Krupa Bungalow, Manvelpada Road,Virar East Shri Sharnum Building, Ground Floor, Hiranandani Estate, Ghodbunder Road Manpada ,ThaneWest Spring Avenue, Khadakpada Road Kalyan,Thane Jai Jagdamba Commercial

Code No

RF1 RF2 RF3 RF4 RF5 RF6 RF7 RF8 RF9 RF10 RF11 RF12

RF13

RF14 Page no. 20

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Consumer Behaviour

Location

Code No

Housing Society, Charai,Thane Vishnu Prasad Complex, PP Marg Virar Thane

RF15

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Consumer Behaviour

MODE OF OPERATION: CONTACT BY PHONE:

We're easy to contact by phone - no electronic voices and no call waiting. Our customer support is manned by dedicated call centre personnel, who can take decisions and resolve your problems.

Following are the Steps: |

Please call our customer support hotline at 1100 – 2200.

|

Select your vender by pressing the Vender Code No.

|

Press 1 for selecting Food Bazaar (FB),2 for Foodland Fresh(FF),3 for Spinach (SP),4 for Hyper City (HC) ,5 for Reliance Fresh (RF)& 6 for D Mart (DM). for e.g. You choose to order your grocery from Food Bazaar then press 1 for FB or 5 for Reliance Fresh (RF)

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Consumer Behaviour

|

After selecting Food Bazaar (FB), you need to select a outlet from your vicinity ,you wish to place your order from from Infinity Mall ,Andheri-West i.e. FF1.Press 1, or from Center One Mall,Vashi Then press 8.

|

Our Customer Service Representative will help you to place your order.

|

After placing an order You will be provided with your Order No & total bill amount.

|

Kindly register the convenient delivery time & mode of payment.

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Consumer Behaviour

CONTACT BY SMS:

|

Please send us a SMS at 1110

|

SMS us code no of the outlet you choose to place your order from. For e.g. your vender is. Spinach (SP) & Outlets you choose to place your order is SP5 i.e. Bandra –Kurla Complex

|

SMS ORDER to 1110

|

Our Customer Service Representative will respond within 3 hours through computerized voice messaging machine.

|

Your order will be recorded in the computerized voice messaging machine.

|

You will be receiving a confirmatory SMS regarding your Order No. & your total bill amount.

|

Please note of your order is not recorded properly then your order will not be confirmed & Customer will not receive a confirmatory SMS.

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Consumer Behaviour

|

Kindly register the convenient delivery time & mode of payment.

|

Goods will be delivered at the mentioned address at your convenient time.

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Consumer Behaviour

ONLINE:

You can place your order by logging in to our website i.e.

|

www.aturdoorstep.com. HT

TH

|

Choose a option of PLACE an order,

|

Choose your vendor, for e.g. Foodland Fresh

|

Choose your Oultet in your vicinity for e.g. If you wish to palce your order from Foodland Fresh Outlet located at tilak Nager select FF 12.

|

After placing an order You will be provided with your Order No & total bill amount

|

Kindly register the convenient delivery time & mode of payment.

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Consumer Behaviour

CONTACT BY EMAIL:

Please send us an email at the following address and we will respond within one working day. If you are contacting us about an order you placed, please mention the order number in the subject line. Kindly contact us at [email protected] HT

T

Not receiving our replies?

If you have tried to email us in the past but you're not receiving a response from us, it's possible our email replies are being blocked by your email program or by your internet service provider (ISP). Many email programs provide protection against spam or bulk mails, but sometimes even legitimate commercial emails, like an email from our customer support department or automatic order status notification emails, can get blocked by mistake. If you think this is happening to you, consult the help section of your email program and see how to relax or open up the settings that filter or block email that you receive. Also, see if you can find any email in folders called ‘spam’ or ‘bulk’. Or contact your network

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Consumer Behaviour

administrator or internet service provider for advice on loosening your email filter settings. Once you've done that, email us again and we'll gladly answer your questions again. If you still don't receive a reply, email us again and ask us to telephone you.

Page no. 28

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Consumer Behaviour

ADVERTISING CAMPAIGN:

|

Television |

|

Print Media |

|

FM Radio channels |

|

Hoardings

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Consumer Behaviour

TELEVISION Mr. John De Vice President working with PHILIPS. a leading MNC.His wife Mrs. Rita De GM HR professional working with leading MNC. Both have lots of work pressure & deadlines to meet. Too busy with their professional lives. Scene - I Rita calling her husband on Saturday at 8.30 pm, just before going to an important meeting.

Rita : Hie…. Sweetheart…. John : Hey Sweetie….. Rita : areeee…..I forgot to inform you…. Mom & Dad are coming tomorrow for stay over… John : Okey…that’s a good news…so…. Rita : Darling could you manage to buy grocery…. coz there is nothing at home…..we had planned to buy it on Sunday but as mom dad are coming ……. I got to go for urgent meeting rite now….. mere pass time nahi hai abhi… John : Oh Gosh…. ab Kya karenge ?….Its okey….chal I’ll manage Rita : Oh …Thank You sweetheart….see you at home…. I’ll be bit late…. John : Oh Okey….See you

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Consumer Behaviour

Scene – II John is bit worried as there is lots of work and doesn’t have time to go buy grocery .He is trying to rap up the work, as he needs to go to supermarket. Meanwhile his colleague (Mr. Tanmay Shah) passed by & asks him…. Tanmay : Hey Dude …kya hua? You seem to be in a hurry John : Haan yaar ….Mom- Dad are coming tomorrow morning & I need to go for grocery shopping… Tanmay : Oh…tension mat le yaar….Call ““ @ @U Urr D Do oo orrS Stteep p ““ John : Oh…what is that ? Tanmay : You can place your order through call SMS or online they deliver goods as per your convenience John : Haan par…muje toh ghar pahuchte late ho jayega…. Tanmay : They deliver goods at time specifed by you….. they can deliver goods at 2 am even… John : That’s great……..They are making our life easier Tanmay : Call 1100 -2200 or log on to www.aturdoorstep.com HT

John : Thanks dude…. Tanmay : Anytime…

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T

KCMS

Consumer Behaviour

FM RADIO CHANNELS An old couple,Mr Vinay Malhotra & Mrs. Malhotra, living alone in this tinsel town. Old lady denies to go to super market to buy the grocery.Due to her old age now it is becuiming bit difficult to go & shop at super market. Mrs. MAlhotra : Ab mujse ye nahi hota… Mr. MAlhotra :Kya hua lekin ??????? Mrs. Malhotra : Mere joodo me dard badta hi jar aha hia… Mujse ab ye supermarket jaa kar saman kharida Nahi jaata… Mr. Malhotra : Are Bhagvan … toh apne niche Kiranewale se mangvalo Mrs. Malhotra : Nahi, Woh supermarket ka saman kifayti aur behtar hota hia Bell Rings “ Ding Dong “ Mrs. Malhotra Opens the door. There enters a neighbour….Mrs. Hemani Shah. Mrs Malhotra : Aao beta….kesi ho ? Hemani : Bas thik hu…aap kuch apreshan lag rahe hai Mrs. Malhotra : Kuch nahi beta…ab ye supermarket k baat per hum bahes akr rahe the……muje ab nahi hota Hemani : Auntyji…..me aapko yahi batane aayi thi…ab ““ @ Ur D Do oo orrS Stteep p ““ hai naa... Aap ab ye sab saman ghar mangva sakte hai…..woh bhi in supermarkets se wahi unke saste damo me….. Mrs. Malhotra : Kya baat hai…ye toh badi achhi baat ho gayi Page no. 32

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Consumer Behaviour

PRINT MEDIA

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Consumer Behaviour

HOARDINGS

Page no. 34

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Consumer Behaviour

CONSUMER POLL Name:

Sex:

M

Address:

1. From where do you purchase your monthly grocery? Kirana Store

Supermarkets

Other

2. How many members are there in your family? 2

2-5

5-8

8-10

3. What is your yearly income? Less than 2 Lacks

Btw 2 Lacks – 5 Lacks

Btw 5 Lacks – 7 Lacks

more than 7 Lacks

4. What is your Occupation? Business

Service

Retired

Student

5. How much amount do you spend on grocery every month? Less than 2000

2000-5000

500-8000

8000-10000

6. What do you prefer Supermarket or Kirana store Yes

No

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F

KCMS

Consumer Behaviour

7. How do you place your order? Over Phone

personally

8. Do the kirana shopkeepers deliver goods on time? Very few times

Sometimes

Most of the time

9. How do you rate service provided by the kirana shopkeeper? Excellent

Good

Poor

10. Do the kirana shop supply’s the same quality of good which are available at Supermarkets? Good

Better than Supermarkets

Poor

Not as good as Supermarkets

11. Do Kirana shops provide more discounts than Supermarkets? Very high

high

less

same as Supermarkets

12. Do Kirana shops come up with different schemes/ offers as Supermarket? Yes

No

13. IS it Cost effective? Yes

No

14. Do you look for some better options for your monthly grocery shopping? Yes

No

15. Do you believe in purchasing high quality goods at lower prices? Yes No

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Consumer Behaviour

SEGMENTATION DEMOGRAPHICS : |

Age – 20 to 60

|

Sex – Male & Female

|

Income,Occupation,Education

|

A1,A2,B1,B2,C

Sec A1 & A2 |

25% of Total population (A & B).

|

50% is in executive position.

|

50% are businessmen/industries

|

Most of them are graduates or Post graduates

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Consumer Behaviour

Sec B1 & B2 |

|

|

|

|

|

Employed at clerical or supervisory Level (46%). Businessmen / industrialists 10%. Graduates or post graduates 45%. Education till 10th or 12th 38%. College education 13%

SEC C

|

21% of total population

|

Employed at supervisory or clerical level 37%

|

Skilled workers 33%

|

Petty traders 12%

|

Shop owners 18%

|

Educated till 10th or 12th 75%

|

Educated till max. 9th 25%

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Consumer Behaviour

BUYING BENEFITS |

Quality level

|

Service level

|

|

Economy / cost Buying & using convenience

|

BUYING BEHAVIOR |

Regular or special occasional buyer

|

Light, medium or heavy buyer

|

Readiness stage :

|

Unaware, aware & informed

|

Interested, desirous & intending to buy

|

Loyalty status : None, medium & strong

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Consumer Behaviour

TARGET AUDIENCE |

Old Age Working People

|

Students Staying in hostles or away from their homes

STRATEGIC LOCATION-MUMBAI |

Tinsel town & business capital of India

|

Living standards of the people quite high

|

Potential market (Population, education etc)

|

Disposal income is quite high compared to other cities

|

% of earning population are more

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Consumer Behaviour

CONCLUSION: THIS IS WHAT WE CALL "WESTERNIZING INDIAN WAY OF RETAILING" OR "MAKING THE BEST OF BOTH WORLDS"......JUST FOR YOU .

Page no. 41