ELP 2015-16: Expression of Interest

Team Information
No.

Student Name
1
2
3
4
5

PG ID

Kunal Krishnan
Bhagawat Rawat
Srinivasan Gopalakrishnan
Nakul Jayadevan
Arpit Gupta

61610176
61610297
61610391
61610812
61610882

Mobile No.
+91 9953458345
+91 9913844737
+91 8197222250
+91 9884024014
+91 8698689079

Class Section
I
I
I
K
K

Projects being applied for:Preference

1

ELP No.

Title of the Project

ELP-034

Identify and merchandise products for the marketplace, and improve supply chain
and distribution side.

I agree to take up this project, as a part of this team, if the team is selected.

Please type in e-mail ids of the team members:1. kunal_krishnan2016@isb.edu

2. bhagawat_rawat2016@isb.edu
3. srinivasan_gopalakrishnan2016@isb.edu
4. nakul_jayadevan2016@isb.edu
5. arpit_gupta2016@isb.edu

The following consumer decision-making funnel and the operational process chain reflect our understanding in terms of
the objectives and various challenges that need to be addressed, and corresponding solution strategies and the impact
they will have on the top line and bottom line of Deal TV.
Marketing Strategy at various stages of consumer decision making process

Operational value chain covering the Order-to-Cash cycle

Customer Order

Order Processing

Flexible Shipping Price: Apply volume

based pricing on items to reduce money
lost on shipping
Improve Customer Flexibility through
Product: Currently, there are no options
to cancel order on website and to
add/update orders at the last minute.
Product improvements that address
these issues will improve flexibility, ASP
and decrease unnecessary cancellation.
Telephony as a customer touch-point:
Call center has outbound marketing
messaging, which can put-off a customer.
Also, when cancelling the product order,
the employee tries to influence the
customer into retaining the product.
Standardizing this garners positive
customer reviews
Flexible Delivery Window: A deliverywindow preference at ordering time will
result in lower returns, an efficient
fulfilling mechanism
Availability of virtual fitting: The fit &
size related returns can be reduced by up
to 50% using virtual fitting solutions such
as Virtuesize, Shoefitr etc.

Reduce Fraudulent
Claims:
Use prevention and
detection tools such
as a real-time scoring
engine that evaluates
and reduces the risk
level of transaction
during the
authorization
process

Fulfillment

On demand Delivery: Avoid over

servicing clients & mitigate risks of bad
reviews due to delivery, plus cost savings.
Reduce Warehouse processing time:
Effective warehouse management
software, and increased speed of
delivery. Also, an efficient system needs
less labor and reduces wastage
Optimize Inventory: Efficient forecasting
through statistical models to reduce
inventory holding & transportation costs.
Penalties in Third-Party Contracts:
Improve other basic Include Customer lifetime value as a
checks during
parameter in the Service level
payment process:
agreements. This will help with customer
Currently, there are
retention and reducing delays
no checks on
Include drop-off points: Specific Drop off
information entered pts in villages can help increase delivery
by customer such as efficiencies and reduce delivery clutter.
mobile OTP or email Improve data communications: Knowing
confirmation. Include where every package is, knowing its
these basic checks to status and having the ability to re-route
ensure that
deliveries in real time represent the key
fraudulent claims are to mastering the final mile of the supply
reduced
chain.

Cash Management &

Returns
Efficient Cash
Handling:
Use third party
vendor wallets such
as PayTM, PayU
money etc. to
manage payments at
Drop off points
Reduced Costs &
additional benefits:
Flexibility of payment
modes, additional
cash back incentives
and reduced risks
along with low
money holding time
Returns: No question
asked return policies
- on demand pick up
and packing services
at drop off points for
unmatched customer
service.

Solution Example Inventory and Forecasting process

Inventory Parameters

Inventory Optimization Model

Team: We have formed our team ensuring that we bring in skill sets that align well with the needs of the project.
Underlying our diverse backgrounds and industry experience are the core competencies of operations, supply chain
management, e-commerce and inbound and outbound marketing, which will be ideal for the project which runs through
the entire value chain.
Arpit Gupta - Digital Marketer turned Entrepreneur of a B2C e-commerce firm. Has extensive hands on experience in
marketing management of specialty portfolios and also has the experience of developing a customer focused niche
industry from scratch to break-even to profitability.
Bhagawat Rawat - Operations person with experience in managing key plant turnarounds and multimillion dollar
projects often involving multiple stakeholders. He cements the group with providing a bottom line strengthening
approach to the activities.
Kunal Krishnan - Supply Chain Professional with 7.5 years of experience. Prior to ISB, he was Manager within the
Consumer Goods vertical with Accenture Management Consulting. He has created forecasting, inventory management
and network optimization solutions for clients across industries such as Consumer Goods and Consumer Electronics.
Nakul Jayadevan - A mass media graduate with a major in advertising from St. Xavier's, Mumbai has 3.5 years of
experience working towards helping a global brand, Red Bull, establish a local face here in India. He has led 360 degree
marketing campaigns, ideating and executing numerous communications and branding strategies. He played a pivotal
role in launching the product in Tier II cities across Tamil Nadu & Kerala.
Srinivasan Gopalakrishnan An electrical engineer with 2.4 years experience at ABB in a customer service engineer role
for 15 months and a Marketing & Sales role for a year, during which he has worked on marketing ABBs energy
management solutions and automation systems. He has also pioneered two operational cost saving initiatives during
this time.