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Case StudyOn
Annapurna Dabbawalla
Presented By
B .SyamgopalSuhailVinayVennelaSuresh
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Service Marketing
THE ANNAPOORNADABBAWALLA COMPANY LTD
(ADC)
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The Magic of Dabbawalas
116years they didnt touch technology - yet got six sigmaand 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 doesnt Knows the Implication of Failure - this makes them more
responsible. Remembers the address of 2 lakh customers by heart.
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ADC- at a glanceInception - mid 1880s Qualifications: Semi-literate(15%) or illiterate (85%)Employees: 5000Number of Tiffin's: 2,00,000Cost : 200/monthProcess 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)
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Color Coding System the main reason of error freedelivery
Initial Coding system used coloredthreads for marking.
Colored threads were replaced by thecotton waste by the tailors. Currently Color Markers are in use.
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Some Examples of Coding System
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LFD- Distribution
S1
S2
S3
2
3
7
4
5
6
Zones for destin
DistribBy Carat luncTo offi
Point ofAggregationAnd Sorting
C DB
A E
Collection from home
1
Source: mydabbawala.com
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Q1 SHIFTS IN TARGET CUSTOMERS
Clerks-25 % to 10 %
Textiles
Working women
Annapurna dabbawalla decline: it has lost their business due following reasons:
Government accommodation
Cheaper rent
Transformation of those employees
Retired
Sold house in Mumbai
and their target segment also changed to Navi Mumbai because of following reasons:
Better place to stayReasonable Priced Houses
Near workplace
Change of job
Business in Navi Mumbai
Rental house available easily
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Q2 ADC Vs. Fast food Centers
Dimension Fast Food centers Dabbawala
Degree of tangibility high low
Directed to customer or his possession Directed to customer,possession is less
High possession ,custparticipation is very le
Time and place of service delivery To the Service provider To the customers p
Level of customization orstandardization
Customization Standardization
Formal or Informal relationship with thecustomer
Informal Formal
Fluctuations in demand and supply High Low,
Interaction with people or Inanimateobjects
high low
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Q3 Contrasting Services according toClassification System
Intangibility
Tangibility
InvestmentAdvisory
Legal ServiceAdvertising
hotelsbanking
Saloon airlines
Hospital
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Possession
Customer
Legal ServicesInvestmentAdvisory
BankingServices
AdvertisingAirlinesSaloon Hotel Hospital
Whether the services is directed at the customer or his possessions
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Legal Services
InvestmentAdvisory
BankingServices
Advertising
AirlinesSaloon HotelHospital
ServiceprovidersPlace
Customers
Place
The time and place of service delivery
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Standardizati
Customization
Legal ServicesInvestmentAdvisory
BankingServices
Advertising Airlines
Saloon
Hotel
Hospital
Level of Customization Vs Standardizations
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Affected bydemand andsupply
Un affected
Legal ServicesInvestmentAdvisory
BankingServices
Advertising
Airlines
SaloonHotelHospital
Extent to which demand and Supply fluctuate
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