ONE STOP GROCERYYour Solution to hassle free grocery shopping

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EXECUTIVE SUMMARY

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With increasing pressure at corporate jobs and reduced time to go grocery shopping, One Stop Grocery brings all your needs at your doorstep.

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GOALThe company’s goal is to provide hassle free, online shopping of all day-to-day commodities, to all households, any time of the day

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SITUATION ANALYSIS

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Company Overview

• New startup• Collaboration with selected,

trustworthy, local grocers all over the city.

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Market Overview

• Huge boom in online selling and buying• People prefer staying at home and

shopping• More time online, less at markets

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Say “Bye” to long queues

• Standing in billing counter queues is a thing of the past• No need to carry club cards• Online coupons

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GOAL• The Company plans a turnover of

Rs. 200 Crore by the end of financial year 2016-2017• Quality comes first• Trust among customers

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STRATEGYOSG

Grocery Shopping and India

• India identifies with a diverse range of family sizes

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Single Membered Families

• Working professionals• Students• Single men/women• Older people

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2 Membered Households

• Couples• Young students/flat mates

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Nuclear Families

• India has seen a rise in nuclear families• 3-4 membered families are now very

common to observe• Increased urbanization

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Joint Families

• Decline in recent times• Ranging from 6 to multiple

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Hotels and Restaurants

• All big and small hotels and restaurants need grocery

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Temples and NGOs

• Temples offer food to the poor and also for devotion purposes• Many NGOs supply meals to the needy

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Target Customers

• Single membered households• Couples• Nuclear families• Joint families• Hotels and Restaurants• Temples and NGOs

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CURRENT COMPETITORS

• BIG BASKETOnline grocery storeAmbassador: Shah Rukh Khan

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Points of Parity

• Grocery items, ranging from fruits, vegetables, juices, dairy, etc.

• Express delivery• Mobile app• Online website

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Points of difference

• Collaboration with local grocers• 24 hours delivery• Easy refund and/or exchange• 24 hours helpline• 1 hour delivery

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Collaborators

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Local Grocery Stores

• Each locality has many grocery stores• Selected, trustworthy grocers collaborate with

One Stop Grocery• These grocers might be directly approachable

in case of exchanges

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• Online, through Facebook pages and Twitter handles• Online Chat Room• 24 hour WhatsApp service for customers

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Personal Store

• One store house that stores grocery in areas where quality grocers are unavailable

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• We ensure quality• Each grocer has been selected after huge

surveys and quality tests• 24 hours service helpline in case of any

disparity

QUALITY

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BENEFITS

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To Customers

• Time of travel saved• Cost of fuel saved• Waiting in queues is avoided• Good quality at doorstep

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To collaborators

• Increased profits• Low workforce required• Low work pressure• Good for image building

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Value Proposition

• For Customers24 Hours, 7 days a week, at your service

• For Collaborators and workersOn our toes to maximize your profits and earnings

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Product

• A wide range of daily products• Cereals, pulses, soaps, shampoos,

vegetables, stationery, toiletries, hygiene products, junk food, instant food, detergents and cleansers, mosquito repellants, cleansers, etc.

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• App supported by both Android and iOS, a special version for Windows supported phones

• Great graphics• Daily schedule• Order recaller• Monthly grocery list• Auto generated requirements

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DISCOUNTS AND INCENTIVES

• 20% off on initial purchase• 10% discount for regular customers• Special offers for monthly, bulk purchases• Cashbacks• Free gifts• Mobile vouchers

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Discounts for company workers

• Rs. 2000 in online wallet every month• Extra 10% discount on each purchases• 5% off for 3 recommendations• All premium services for free

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PREMIUM SERVICES

• Pay Rs.50 to get premium services• No minimum cost of purchase• Delivery within half an hour without

urgent delivery charges• Topmost priority• Additional 5% discount on each purchase

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SALIENT FEATURES

• Trustworthiness• 24 hours service• Local help involved• WhatsApp services for grievances• Store locator and GPS delivery locator• High quality guaranteed

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SALIENT FEATURES

• Calendar to sore daily, special requirements like curd or yogurt, with reminder facility

• Auto-order service for recurrent purchases

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IMPLEMENTATION

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The Company Structure

Board of Directors

Marketing Manager CEO Strategist

Online Offline

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PROCESSES

• Catchy posters and advertisements• Social media hype• Easy to use, user-friendly app• Customer helpline• Timely customer feedbacks• Loans and sponsors

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FUTURE PLANS

• Including farmers directly to sell• Incorporating more grocery stores• Eventually collaborating with giants like

Food Bazaar(Future Group)• Customers involved in selling• Home-made items

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SUMMARY

• Executive Summary• Situation Analysis• Goal• Strategy• Tactics• Implementation

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Prepared by Krisha Bole as a part of an internship on Marketing Management under Prof. Sameer Mathur, IIM, Lucknow.