7Ps of Service Marketing on DABBAWALA

Presented by: Kunal 30 Shraddha 41 Chirag 19 Mohit 35 Vikrant 43 Tejas - 34

Who are DABBAWALAS

Their belief: Five fingers are unequal but together they perform wonders

- Carry tiffin (Lunch box) from the home of customer and carry it to their work place of
work. - Started in 1890 & Registered as Charitable Trust in 1956 - Mostly illiterate - Total area coverage: 60 Kms to 70 Kms - Employee Strength: 5000 - Number of Tiffin's: 2,00,000 Tiffin Boxes i.e 4,00,000 transactions every day, Time taken: 3 hrs - Record: No strike and no police case since 1890. No attrition in 121 years

7Ps of Service Marketing Mix

Product

Product
Product is their very own Service. They carry tiffin (Lunch box) from the home of customer, deliver it to their work place of work and return to home. Ancillary physical products:
Gandhi Cap Video CD on dabbawala Dabbawala Mug Dabbawala Tshirt

Price

Price
Cost of service - Rs. 300/month
Standard price for all (Weight, Distance, Space) Earnings -5000 to 6000 p.m. Rs. 36 Cr. Turnover approx. [6000*12*5000=360,000,000 i.e Rs. 36 crore p.a.] No strike record as each one a share holder Diwali bonus: one month's from customers Gandhi Cap - Rs. 50/ Video CD on dabbawala - Rs. 200/ Dabbawala Mug - Rs. 250/ Dabbawala Tshirt - Rs. 350/-

Place

Place
The Dabbawala System: On-Time Delivery, Every Time

Promotion

Promotion
Brand loyalty: Three generation of families are members and three generation of families are customers.
Realizing the potential and reach of these dabbawalas, several brands have tied up with them to reach out to consumers.
Reliance had used the network to promote the Reliance Power IPO.

Airtel also used the network to deliver and promote handsets, new connections, and prepaid user cards.
Advertising on these dabbas could cost anywhere between Rs 5-10 per dabba

Mumbai Dabbawala Education Centre at Vikhroli

Physical Evidence

Physical Evidence
Error Rate: 1 in 16 million transactions Six Sigma performance (99.999999) Technological Backup: Nil. Teamwork & Time Management Standard price for all (Weight, Distance, Space)

Zero % fuel Zero % investment Zero % modern 100 % Customer technology Satisfaction 99.9999% performance Zero % Disputes

People

People & Management

No Alcohol Drinking & wearing white cap during business hours Carry Identity Cards during work hours Meetings are held in the office on the 15th of every month with emphasis on customer service. Problems resolved by association officials whose ruling is binding.

If a tiffin box is lost or stolen, an investigation is promptly instituted.

If a customer complains of poor service, the association can shift the customer's account to another dabbawala. No dabbawala is allowed to undercut another.

Process

How they work- Process

Service Blueprint

Coding System

Achievements

We dont understand Six Sigma. We are a bunch of illiterates. But we do know our prime responsibility Customer Satisfaction. And to achieve that, we can put in hard work like no one else - President NMTBSA
Raghunath Megde

People study business books and then practice. We practiced first and have now become case studies.- One of the Employee

Thank You!!!