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SWOT ANALYSIS

STRENGTHS WEAKNESS

● Quality of Products ● Small Area


● Great Location ● No Online Brand Visibility
● Variants offered
● Emotional Connect
● Healthy and Tasty food
● Affordable Pricing

OPPORTUNITIES THREATS

● Technological advances ● Increasing Competitors


● Emergence of E-commerce ● Seasonality
● Positive Demand Trend ● Potential New Entrants
Market Challenger

● Bridges the Gap between the Roadside Eateries and the Chain Eateries
● Provides Hygienic Food
● Affordable Pricing
● Place to hangout with friends as the tagline says “Gup Shup Ka Adda”
● Challenging their existing Competitor by continuously expanding their
branches in various places in Lucknow and different cities.
Ansoff’s Matrix
MARKET
Existing New

Market Development
Market Penetration
BMC Gomti Nagar is
Entered market with
Existing

their 2nd outlet opened


basic products. a year prior in a
Attracting Customers of commercial building.
competitors by Since then they have
PRODUCT

providing quality food at opened 2 more outlets


affordable prices and a in Lucknow and are
good ambience. going to open 1 in
Barabanki.

Product Development
New

Came out with new Diversification


products with more that
Related Diversification
2 variants for all of
them.
Marketing Mix- 7Ps

PRODUCT:
• Product Profile
o Caters a wide range of beverages and fast food

• Product Attributes.
o Care for customers sentiments towards religion & Culture.

o It has separate cooking areas & Equipment's


PRICE

• The pricing of the products is


quite affordable.
• They have an Economical
Pricing Strategy.
• Very similar to that of a “chai
wala”.
• The products price ranges
from Rs. 12 to Rs. 99
• Various combos available of
Chai and Bun Makkhan
starting from Rs. 50
PLACE

• Have 4 outlets in Lucknow.


• Started with Aliganj 2 years ago followed by the Gomtinagar Outlet and then
Aashiyana and Mahanagar.
• About to open one in Barabanki.
• Grab and go model of BMC Convenient to consumer.
• Located in areas with high footfall during the peak hours.
PROMOTION

• Advertising through Online, Poster sites.


• Other Promotional methods include-Point of Sales Display, Merchandising.
• BMC’s Prime focus is on targeting Youth in “Gup shup ka Adda” to which are
targeted at Youth.
• For online Promotion, they use Social Media platforms Such as Facebook but
as much as Point of sales Display.
• Hired an advertising agency for the same.
PEOPLE

• Philosophy of quality, services, cleanliness and value is the guiding force


behind its service.
• Fast friendly service.
• Very strict with uniform, health and hygiene code for employees.
• Time to training of new things to be introduced in the operations and training of
new employees.
PHYSICAL EVIDENCE
• The physical evidence appearance affects not only the impression outsiders
have of a business but all the way that business functions.
• A unique color mix used by them.
• Location and Appearance.
• Ambience.
• Exterior.

PHYSICAL EVIDENCE

CLEANNESS SPEED QUALITY TRANSPARENCY


PROCESS

• Food Producing Transparent to


consumers.
• Adopted most efficient cooking
methods.
• Customers are invited to check the
ingredients used in food.
• Branded and Good quality ingredients
are being used.
• BMC are using ERP software for billing
and stock maintenance.
COMPETETIVE ANANLYSIS

• Direct Competetiors
o Sharma Chai Point
o Talab
o Chaiwala.com
o Chai Peeni hai?
• Indirect Competitors
o Every other Tea Stall offering same product at affordable prices.
• Includes micro and small scale producers.
ISSUES AND CHALLENGES FACED

• Targeting gone wrong.


• Shortage of Raw Material during Monsoons.
• Parking space disputes.
• Hygiene of surroundings.
MARKETING PLANNING AND CONTROL
FIRST FIELD VISIT

TEAM MEMBERS:
• SATYAM CHAURASIA
• SHALU GOLYAN
• SHIVANI B. SHAH
• SUMIT SINGH
• VIVEK KUMAR SINGH
• VIJAY CHANDRAN
THANK YOU!

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