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Cafe on Wheels Project model
- 1. Café on Wheel Entrepreneurship Management Submitted by Anagha Tambe Master of Fashion Management NIFT, Mumbai
- 2. The history of American food trucks dates back many years as mobile dining and street food have been part of American’s dining habits since the late 17th century where it could be found in many of the larger cities on the east coast.
- 3. History of Mobile Food Truck 1850’s – Dining cars begin feeding cross country train passengers. 1866 – The Chuck wagon is invented by Charles Goodnight to feed cattlemen and wagon trains traversing the old West. 1872 – The first diner is setup in a horse- drawn freight wagon.
- 4. Zippy- Deli Vision “Our vision is to be the world’s best mobile cafe by offering an exciting experience of snacks & coffee and making your travelling time special.”
- 5. Objective Provide an efficient and superior customer service serving hygienic and quality food on a van Save & utilize your precious time organize your get- together service of cafe and travelling
- 6. A SPRING THEMED VAN A VINTAGE THEMED VAN Themes RUSTIC THEMED VAN FOR DOUBLE DECKER
- 7. -"Indian Cafe Market" said the cafe market is expected to grow at a CAGR of 14% to be a Rs 24600 million industry by 2017. Organised market -15% to the total food service market in India. unorganised sector – Rs. 72 billion the organised café market is projected to grow to Rs 15,100 crore by 2020 at a compounded annual growth rate (CAGR) of 15%.The café market in India started developments in the 1990s. Major growth in the coffee shops and café market in India was witnessed during past 5-6 years. The industry has grown well since 2005. India is the sixth largest producer of coffee and with the rising developments in the café market, the consumption of coffee is also rising. Management consultancy firm Technopak "Quick Service Restaurants would continue to absorb maximum share in organised market in the next 2-3 years with sustained 50% share in the next 2-3 years” Market Scenario and Growth
- 8. Primary Market Research • Online Survey - link of survey form was published on social media-102 People • Offline Survey – 48 people • Selecting sample - probability random sampling method • Sample Size – 150 people • Location- Mumbai
- 14. MARKET SEGMENTATION Demographic Geographic Psychographic Behavioral Semi- Urban Lifestyle Users status First time Potential Regular Occasional Resigned Succeeder Explorer Age profile Teenagers Young Professionals Old College students Family Income Higher middle class High income Middle age urban
- 15. Consumer Profile Male/Female Working Professional/ Students 21-35 years old Spends a lot time in travelling Travels by his car to office Technologically advanced Smartphone user Online shopper Coffee lover, starts his day with a cup of coffee Foodie Hygiene conscious Enjoys good social life Fun loving and like to meet friends on weekends Head a healthy lifestyle and are likely to invest in healthy lifestyle
- 16. Positioning Brand Domain 21-35 Male/ Female Brand Heritage Innovative concepts Competitive advantage Brand assets International Experience Brand Personality Social Enthusiastic Brand Reflection Full of life Exploratory Brand Value Fascinating
- 17. SWOT Analysis •Unique Concept •Easy access to customer feedback and wish-lists •Low Risks and Wastage •Licensing Issues •High maintenance of the luxury Automobile •Easy Expansion •Can create a permanent tie- up with MNCs and other conglomerates for employee pick-up and drop. •Low entry/exit barrier •Untapped Market in India •Easy entry for competitors •Poor Infrastructure of the city •Change in highway and environmental conditions THREATSOPPORTUNITIES WeaknessStrength
- 18. Legal & Financial Plan BUSINESS REGISTRATION FEES • FSSA license • BMC permission • RTO licence • FDA Licence Approximately 120 lacs as Capital • Bus • Decor • Staff • Inventory • Taxes • Website and App development Cost • Promotion
- 19. Marketing Mix
- 20. Product Sandwiches Burger Gourmet Pizza Pasta Different types of coffees Soft Drinks Smoothies Milkshakes
- 21. Price Skimming Pricing Strategy High priced product and services Fixed Pricing- For Food products and drinks Variable Pricing- air conditioning cost and travelling charges per KM
- 22. Place Pre-defined destination Online Booking Website or App Elite area of Mumbai Mobility
- 23. Promotion Today’s Specials Daily specials on your Facebook page or via Twitter. discount coupons offered for app download Social Media Facebook, Tweeter, Instagram Chef’s Tips: Tips on time-saving, food freshness, food prep Email Marketing and Newsletters Newspaper campaign: Placing several large ads throughout the month to deliver our concept to local area
- 24. People Recruiting and training the right staff. men and women both One chef and one assistant chef per bus along with four staff for hospitality uniform will be harmonized with the theme of the bus Trained to meet high quality service and to encounter healthy, safety requirements
- 25. PHYSICAL ENVIRONMENT/EVIDENCE a double decker bus and other 2 themed vans Cleanliness packaging of the products and cutlery as per the theme of a bus business cards, employee uniform, brochures, etc.
- 26. Booking online Time, Place, No of People Pick up from pre-defined Location Workplace/Home/Bus station Enjoy snacks, music Have good time with your friends and loved ones Payment Dropping at your destination Process
- 28. Existing Competitors in India Ahmedabad – Restaurant in double decker bus
- 29. Bibliography • http://articles.economictimes.indiatimes.com/2012-10-19/news/34584301_1_technopak- share-cafe-market • http://www.euromonitor.com/cafes-bars-in-india/report • http://www.techsciresearch.com/1890 • http://auto.ndtv.com/news/three-indian-cities-in-the-top-10-list-of-worst-traffic- conditions-in-the-world-735439