Service MarketingService Marketing
Presented ByPresented By
NAZISH SOHAILSHAHBAZ CHAUDHRYANJUM ALTAF BUTT
PRESENTED TO
Sir KSir Kaamrmraan Sn Saaeedeed
Service MarketingService Marketing
THE ANNAPOORNA THE ANNAPOORNA DABBAWALLA COMPANY DABBAWALLA COMPANY
LTD (ADC)LTD (ADC)
INTRODUCTIONINTRODUCTION• A dabbawala (one who carries the box) is a person in the
Indian city of Mumbai whose job is to carry and deliver freshly made food from home in lunch boxes to office workers.
• Originated under British Rule:
- Many Indian people who worked at British companies disliked the British food served by them.
- A Parsi banker employed a worker to bring home made food to site of work. His colleagues also liked the idea and started availing the service.
THIS SLOWLY EVOLVED THE PRESENT DABBAWALA’S
The Magic of Dabbawalas
• 116years they didn’t touch technology- yet got six sigma and ISO
• Manual Logistics.• Everyone is shareholder• Flat Organizational structure – instant decisions are made.• Keep extras for fault tolerance. They are paid equally.• Commitment matters- qualification doesn’t• Knows the Implication of Failure- this makes them more
responsible.• Remembers the address of 2 lakh customers by heart.
AADDC- C- at a glanceat a glance Inception - mid 1880’s Qualifications: Semi-literate(15%) or illiterate (85%) Employees: 5000 Number of Tiffin's: 2,00,000 Cost : 200/month Process time: 3 – 4 hours• Works on Relay system Six Sigma Performance• Technological Backup: Nil• Error Rate: 1 in 16 Million transactions.• Standard Price for all (weight, distance, space)
Color Coding System – the main reason of error free delivery
VLP : Vile Parle (suburb in Mumbai)
9EX12 : Code for Dabbawalas at Destination
EX : Express Towers (building name)
12 : Floor no.
E : Code for Dabbawala at residential station
3: Code for destination Station eg. Churchgate Station
• Initial Coding system used colored threads for marking.
• Colored threads were replaced by the cotton waste by the tailors.
• Currently Color Markers are in use.
Some Examples of Some Examples of Coding SystemCoding System
LFD- Distribution
S1
S2
S3
2
3
7
4
5
6
Zones for destination
DistributionBy Carriersat lunchtimeTo offices
Point of AggregationAnd Sorting
C DB
A E
Collection from home
1
Source: mydabbawala.com
What measures can be taken to stem to decline?
• ProblemProblem – In 1960’s bank timings changed– In 1980’s mills were closed down on a large
scale– New trend emerged – Working Women– Offices offer good quality canteen – Fast food chains and road side “quick bites”
SOLUTIONSSOLUTIONS
Promotions – Some initiative from ADC .Ltd on
awareness– Campaigns -Promoting home made
“fresh & Healthy” food – Use the “Dabba” outer cover for
Promotion– Marketing message in the “dabba” – sms and web service for quick
orders.
Tie ups (a social or business relationship)
– Tie up with Central kitchen (catering)
– Provide customized food and cultural preferences in lunch.
Credentials• Communicate about the Six Sigma success•Communicate the time efficiency in delivery.
Can organizational capacities be transplanted in other cities?
NO
• Major strengths is the human resource:-- Strong cultural bonding.- Like minded people.- Familiarity with the city operations.
Can this model be replicatedin other cities?
Three things required to start their services in any other city:
• Linear one directional geography of the city like Mumbai,
• Cheap , realizable and fast local train system,• A group of like minded people who are self
motivated and committed.
Presently these things are not there in any other city
MUMBAI
TTeestimstimoonialnialss• Six sigma certification by Forbes Group• ISO Certified• Outstanding services award by NIQR (National Institute of
Quality & Reliability)• Royal visit by Prince Charles• Invitation to Prince’s Marriage• Richard Branson, Chairperson of Virgin Airways got
inspired from their work.• Name in Guiness Book of World Records• Documentaries by several National and Int’l media • Lectures @ Howard University as well as at national
universities• Radio lectures @ National and International channels
Lens Reflects