Joka Consultancy Group Akash Roy Ankur Goel Nikhil Labhsetwar Rahul Deb Soumyajit Sanyal

SWOT ANALYSIS Primary factors

Strengths
Unique brand positioning First mover advantage Relationship with customers based on trust One stop shop image catering to all the needs of locals Unique supply chain management helps reduce overhead costs resulting in prices cheaper than market.

Weaknesses
Perceived high class image association. Not able to reach out to grassroot level. Particularly weak presence in female section. Distance from the houses of some consumers

Opportunities
Strategic alliances, partnerships Efficient use of resources

Threats
Kirana stores Price inflation/deflation

Perceived High Class image

Weakness
Solution

Inability to Reach grassroot level.

Welfare initiatives / technical advice in collaboration with NGOs at Panchayats: advertise Hariyali to the masses. Establish an emotional connect. Social Gatherings/ Road Shows. Participate in the festivities and fairs to sell/advertise the products. Road shows to increase visibility of the brand. Outlet Dcor Interior design in a traditional ethnic way to appeal to the villagers and try to remove the perceived high class image. Natural Ventilation and lighting. Strategic days(Special days of potentially high footfall) Special discounts and prices (already advertised) Local performances. Means of Recreation Children Play houses.

Employ local individuals : Door to Door delivery of products Customers at outlet connect at personal level with the local employee Will facilitate word of mouth publicity To distribute pamphlets to individual houses for: Advertisements Offers for general and strategic days Rate lists

Improve visibility and presence Free distribution of samples Things of daily use: gunny bags, packets with Hariyali logo

Weak presence in female section

Encourage involvement of women as locals for NGO

related activity. Employ women to work in outlets. Providing food facility for families (Thali system and other conventional food) at reasonable prices. Based on their purchases, provide selective items to women/children at subsidized prices.

Distance from the houses of some consumers

Initiating bus services : Easy commuting services to customers and employees. Facilitate door-to-door good services and also collect future orders. Charge minimal bus fares for commuting.

Strategic Alliance
Collaboration with NGOs
NGOs face lack of resources (manpower ,

Efficient Use of Resources

Natural Ventilation Avoid Central AC cost Remove perceived high class image Natural Lighting Avoid electricity costs Rain Water Harvesting To reduce water costs

space) Help them with their distribution activities Provide space for their activities near outlets Presence of brand Hariyali in all NGO activities Develop goodwill for Hariyali amongst villagers Collaborate with local governments Engage in welfare activities Provide technical and general know-how Develop credibility and trust

Threats
Kirana Stores
Build a positive image of HKB by collaborating with local

governments and doing welfare activities. This is enable passive control of any unrest from Kirana stores. Try to involve Kirana stores in HKBs scheme of things Process.(Click Here)

Price Inflation
Procure goods in bulk so that minor inflation tremors can be

eliminated. Slowly venture into production for certain products so that economies of scale can be implemented.

Case 1: Kirana stores operate on a lower quality of products and have cheaper cost price and selling price of goods. Such a kirana store will not be affected by the growth of Haryali. Case 2: Kirana stores deal with the same items which Haryali deals with. Consider the following situation w.r.t 1 kg of rice Kirana stor e: Cost price :Rs 17 ; Selling Price :Rs 20 Haryali: Cost Price :Rs. 15 ; Selling Price :Rs 18 If in a long run when kiranas(case2 ) starts feeling losses ,Haryali can offer them whole sale supplies with terms and conditions In that case Cost price for haryali :Rs 15 Selling Price for Haryali : Rs 16.50 Cost price for kirana Rs 16.50 Selling Price for Kirana : Rs 18:50 Bulk supplies will increase the quantity supplied by Haryali in a particular area by atleast 50 % and hence 50% of reduced profit will be neutralised. But brand Haryali grows.(tagging on products) Same way since Kirana who was facing competition from haryali is now its partner and gains Rs 2 per unit(1 rs less). The only loser here will be the low price goods supplier.

Advertising Revenue Analysis(Appendix ::1)

a 1 2 3 b 50 60 70 c 1.67 2.00 2.33 d 50 110 180 e 25 30 35 f 1000 1200 1400 g 50000 132000 252000 Assuming Existing sales 6 times the present sales=6000 customer approx One percent of revene as advertising expense Total advertising money from expected future sales=1% *19836000

4
5 6 7 8

80
90 100 150 160

2.67
3.00 3.33 5.00 5.33

260
350 450 600 760

40
45 50 55 60

1600
1800 2000 2200 2400

416000
630000 900000 1320000 1824000 Total advertising Revenue: Total advertising revenue per month = Advertising money from already exsisting sales =6*198360

198360

1190160 1388520 115710 Rs, 1,15,710

9 10 11 12

170 200 200 250

5.67 6.67 6.67 8.33

930 1130 1330 1580

65 70 75 75

2600 2800 3000 3000 TOTAL=

2418000 3164000 3990000 4740000 19836000

So month advertising budget =

Click Here for detailled usage of advertisement budget

a:Month Number b:Expected addition of customers each month c:Average daily addition

d:Cumulative total addition

e:Percentage of family spending spent at Haryali f: amount of 'e' in rupees ,assuming a family of 4 and expense of 4000 pm per family. g:total cumulative expenditure by villagers at Haryali

Break Up of Advertising Expenses

Initiating Bus/Van services : Van + driver rent+ fuel : Rs 50,000 pm

Rent from commuters : Rs 166.66*30= Rs 5000/Net Bus charges:Rs 45,000 Promotional items : Rs 5,000pm NGO's association : Rs 10,000 pm Free sampling : Rs 20,000 pm Road Shows : Rs 10,000pm Other Discounts: Rs 10,000pm Total : Rs. 1,00,000 (Welfare events,opurtunity cost etc.)

Expected Customer Base 7000

Advertising per Customer = 100000/7000= Rs 14.28/-. ONLY