This Powerpoint Presentation, done as part of our evaluation of 'Product and Brand Management' in Amity Business School. Noida , deals with the various stages involved in converting a local Kirana store to online.

1. Mr Kannan Karthik M
Mr Abhishek Kataria
Ms Shamli Mamgain
Ms Neha Agarwal
Ms Kajal Saxena
Amrindar Singh

2. Consumer advantages of taking to
cloud
 No traffic, no queue
 Convenience of changing order anytime
 More chances of availability
 Lowest prices guaranteed any moment

3. Advantage Business!
 Lower Inventory cost
 More Footfall
 Lesser operational cost
 Faster stock replineshment

4. Some existing models
 Big Basket- Mostly South Indian Tire 1
cities
 NatureBasket- NCR
 MyGrocery- NCR
 DilliGrocery- New Delhi

5. Existing models contd
 These online grocery delivery models
focus primarily on micro delivery model
 Their operational area is comparatively
small, and they usually target specific
target populations

6. Converting to cloud
 Kirana dealer to go cloud by purchasing
a domain name from one of the
providers- say GoDaddy.com
 All care must be done so as to create
web pages in Responsive Design, so as
to ensure smooth access on web and
mobile

7. Converting to cloud
 All products available in the inventory of
the Kirana dealer be displayed in the
Web Portal in an easy to access manner
 All the 4 primary payment options- credit
card, debit card, net banking and Cash-
On-Delivery be provided

8. Converting to cloud
 Most Importantly, proper Search Engine
optimization should ideally be done so
as to ensure that our online store shows
up first the moment someone searches
for local online delivery of grocery

9. Converting to cloud
 Contract be given to macro delivery to
an efficient macro delivery company
 Ensure the company has refrigerated
mobile units to carry perishable items
 Give an on time assurance to the
customer, like the 30 minute guarantee
by Dominos

10. DEMAND AND MARKET
ANALYSIS
 Kirana / Grocery is a basic need of every
house hold.
 Independent kirana stores control about
95% of FMCG sales in India. However, their
share has been dipping in recent years.
 210 kirana shops in pune are present on
sulekha.com.
 Urban lifestyle, more times spent on road,
lesser quality time for family demands such
services.

11. MARKETING PLAN
 Segmentation: Identify population which
has access to computer and internet and
target them. Working women, men, youths.
 Place: Majorly web space, Viral tools like
emails, links, Social networking site also
pamphlets can be kept @ local kirana
stores.
 Price: This is a free service for customers.
 Promotion: Discount coupons, loyalty
points etc.

12. The mystery of cash-on-delivery
 There is a popular Marwari Saying- If
you run away with my money, I will
come and collect it from your home. This
explains why people will be less
reluctant to turn down a cash-on-delivery
item if its delivered in time. This
model should be exploited well

13. Promotions
Promotion is essential for store to
prop up sales. Effective promotions
drive trial and repeat purchase and
generate all important impulse sales.
 Win a Shopping Spree

14. Promotions
 Send a press release
 Create a Newsletter
 Submit Your Site
 Join Social Networking
 Online Department Stores Coupons
and Promo Codes, discounts

15. Handling requests
 Incoming service requests should ideally
be handled internally, rather than being
outsourced. This could help the store in
better monitoring customer response
 A medium budget ERP be deployed so
as to get an end-to-end view on the
inventory levels of goods in real time,
and also to monitor the delivery status of
dispatched goods.

16. Loyalty Programs
 Induction of Loyalty programs and
loyalty rewards for returning customers
be made
 Loyalty cards which can be used to
collect and redeem reward points can be
rolled out , which will encourage
customers to buy more from the store

17. Loyalty Programs
 Points System
Non-Monetary Programs
Customers an Upgrade
Rewards
Take Suggestions

18. Thank
you