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

Demand State

Marketing Task

Formal Name

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.

Pricing strategy:

‐ Mark-up pricing

‐ Basic cost of food + delivery cost +profit = selling price

PRICE-QUALITY STRATERGIES

High Medium

Low

High

Medium

Low

QUALITY

PremiumHigh Value

Super Value

Over Charging

Medium Value

Good Value

Rip - OffFalse

EconomyEconomy

PRICE

PLACE

Location: Powai

Andheri (east).

Does not matter as the aim of “Mad Bites” is quick delivery

PROMOTION

Word of Mouth.

Email marketing.

Sales promotion.

Social media.

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

Strength

• Long difficult work hours• Consumer demands

Weakness

• Govt law • Day time kitchen (24/7

service)

Opportunities

• More competitors in future• Employment Issues

Threats

TOWS

OPPORTUNITIES

SO SHigher target audience, more consumption, more rolling, more market existence.

WO SGovt law shall compel the employees with flexible working hours, thus encouraging part time employees.

THREATS

ST SCome up with more innovation, variety, quality of food at affordable prices, thus challenging the competitors.First mover advantage.

WT SIncreasing consumer demands along with employment issues may end up the company retrenching. Financial issues can be over comed by joint venture.

STRENGTH WEAKNESSEXTERNAL FACTORS

INTERNAL FACTORS

O’S OF CONSUMER BEHAVIOUR

Object(what)

• Non-durable Food• Convenience

Objective(why)

• Hunger, thirst• Parties

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.

...... CONTINUED

BCG

LIFE CYCLE

Mad b i tes

ANSOFFS MATRIX

Cos we serve at the maddest hour

Thank You