A

Project report on
“Healthy Bites”

In partial fulfilment for the requirements of Marketing Management subject for

Integrated Masters Of Business Administration Programme
EXECUTIVE SUMMARY

Nowadays, nutritious, safe food is essential to human survival but food can also cause or
convey risks to health and even life itself. So pani puri is somewhat which is likes by
every one especially Ahmedavadi peoples. It is source of life for someone, that much they
are addicted to it.

It is totally self-centred with numerous fillings spices in it and also can be customised to
the users with choice of taste. So we came up with the concept of totally healthy puris
(pani puri) which is not yet seen in the market. So we would try to make customer
satisfaction for taste as well as health too which is with rich source of vegetables like beet
and spinach which will look different with different colours like red and green and tastes
good.

As it is healthy and rich in source of nutrition it would be the great opportunity to come
up with the same. pani puri is a common street snack in several regions of the Indian
subcontinent. Here the target market is Ahmedabad consumers of pani puri especially the
people which are health conscious . This idea was introduced to give the pani puri
consumers a new taste and to overcome the health issues caused due to consumption of
street pani puri.

This innovation will bring a drastic change in the mindset of health awareness regarding
the street food consumptions.

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STREET FOOD INDUSTRY

Ahmedabad is Gujarat’s largest city and is rife with cultural, academic and political activity.
It is the ultimate travel destination as it has deep roots in its culture while at the same time it’s
keeping up with the modernity and vibrancy of an urban city.

However, what puts Ahmedabad on travellers must-visit list is the street food in Ahmedabad.
Ahmedabad offers several delectable cuisines to suit varied tastes. The popular Gujju snacks
are the famous foods of Ahmedabad which are certainly drool-worthy. Today, in Ahmedabad
there are a total of 75,233 street vendor according to the news of TOI.
When it comes to the diversity of street food, Gujarat is unbeatable.

Street food is ready to eat food or drink sold by hawker or vendor in a street or other public
pace, such as a market or fair. It is often sold from a portable food booth, food cart and meet
for immediate consumption.

Some street foods are regional, but many have spread beyond their region of origin. Most
street foods are classified as both finger food and fast food and are cheaper on average than
restaurant meals.

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Today people may purchase street food for a number of reasons, such as convenience, to get
flavourful food for a reasonable price. Nowadays people of Ahmedabad are more preferred
for street food and they have convenience and likes for the same. So street food is equally
playing important role in Ahmedabad market.

The following are some of the places for the best street food in Ahmedabad: -

 Law Garden
 Manek Chowk
 Bhattiyari Gali
 Kankaria lake and many more.

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1.1 PORTER’S FIVE FORCE ANALYSIS:-

I. THREAT OF NEW ENTRANTS :-

Here the threat of new entrants in this industry is higher as shown in the figure the
entry is easy for anyone and everyone. And also there are other factors like
competitors area also play a major role.

II. BARGAINING POWER OF SUPPLIERS :-

Here bargaining power of suppliers is low as the people cannot bargain in street food
as the suppliers have fixed prices and buyers have different options available in the
market.

III. THREAT OF SUBSTITUTE :-

The threat of substitute is high in this industry as there are many local vendors
available for different food and on different locality. So according to price and quality
and quantity this threat of substitute would go high.

IV. BARGAINING POWER OF BUYERS:-

The threat of bargaining power of buyers is higher and lower both as buyers can rise
the price and decrease the price both because of reputation it could increase the price
and because of substitute it could or have to decrease the price.

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 V. COMPETITIVE RIVARLY:-

This is high in this industry as this industry is high in every terms of variety types and
size etc. also due to changes in taste and hygiene of customer there might increase in
chance of competition.

GROWTH RATE OF INDUSTRY

The demand for organic products has grown by 55% in Ahmedabad in the last five years, said
a survey by Industry body Associated Chambers of Commerce and Industries India.

The survey on “Rising demand of organic food” in metropolitan cities is based on 1500 lead
retailers selling non-organic food in major cities of India. About 1000 retailers cited that
health and environment grounds are the main reasons for purchasing organic products by
customer.

Thus awareness of organic and healthy food has widely spread in Ahmedabad which will
give a booming phase to the business idea.

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Healthy Bites

Pani-puri is the most common street food in India .Its origin is most commonly traced
to the magadh region in the state of Uttar- Pradesh and it is referred by different names in
different regions.

For e.g. Pani k patashe In Haryana , Fulki in Central India ,Golgappa in Delhi, pani-puri
in gujarat etc.

As we all are aware that there are different flavour’s in the taste of pani like mint, cumin,
sweet, spicy, ginger, lemon etc. As nowadays people are very conscious about their health
and they are avoiding to eat oily foods

So that we as a company coming up with healthy version of puri (pani-puri) and different
flavors in puris (pani-puri) like spinach puri, beet root puri, green puri, wheat puri etc. So
our companies name is based on our hygiene product and very tasty food in the current
market.

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BUSINESS IDEA
In Gujarat State, all Gujarati's are very much of foodie and they love to eat street foods. There
are different types of street foods like Ghnthiya , jalebies, Khaman, patra, vadapau, dabeli,
sevpuri, and most especially Pani-puri. There are more than 1 thousand stalls of Pani-puri in
Ahmadabad city. There are some well-known vendors in that business. Like Diwan pakodi
centre (Satellite), GOLGAPPA street ( Vijay cross road) , Goswami panipuri, Hariom
Panipuriwala etc.

All pani puri vendors are giving the same type of Ingredients in the product. But now a days
some of them are providing the varieties in pani (pani-puri) like mint, ginger, sweet,spicy and
Authentic taste of its pani. But there are no varieties in the puri of Pani puri they all are using
a white wheat flour and they fried it in different oils.

And also now a days peoples are very health conscious so that they are willing to eat healthy
and hence tasty food so that they can eat everything without increasing their weight. Thus we
all are coming with the new idea of flavoured, Baked and fried in olive oil puri of ( pani-
puri). The flavours were Red beetroot, Spinach, meant , coriander and wheat etc. As we are
the First mover in the market so there will be many Strengths and weaknesses which we have
to face for running our business faster for that we have to study our swot analysis which is as
following.

Production cost

Details

Products Quantity Price

Per Day Production 300 Packets 50 per packet
100 per packet
Spinach 3 kg approx. 40*3=120
Tomato 3 kg approx. 40*3= 120
Beet 3 kg approx. 60*3=180
Dough 15 kg approx. 50*15=750
Oil 2 litre (2 days) 1100

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Production :-
5 workers ( workers salary = 7000 per month )
4 of them will make all puris and 1 will do all market work.
300 packets will make by 2 groups and 150 packets by each group.
Total cost ( per day) = 3000-4000 ( including rent, light-bill and other expenses
Average cost per packet = 60 ( per packet = 100 pieces )
Total revenue per day = 18000
Net profit per day= 14000

Market Launch Strategy

Segmentation, Target Group & Positioning (STP)

Segment People willing to have a hygienic and delicious non-conventional food out of
house.

Target Group Children's and youth from lower and middle class, and all age group
(children, young, elder) ( 6 – 65 ).

Positioning Most Delicious Fast Food for friends and family.

Marketing strategies.

1. Referrals

One of the best ways to market is to avoid marketing altogether; instead, create a system that
lets your customers do the marketing for you. Consider the fact that people are four times
more likely to buy a product when it’s referred to them by a friend.

2. Press releases and news features

People read the news regularly, and if you have something newsworthy to
report, most news outlets will gladly report it for you. Press releases are an inexpensive way
to get your brand mentioned in major publications, and possibly pick up some inbound links

along the way.

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3. Content marketing

Content marketing takes many forms, but none require significant investment. The simplest
approach is to manage an on-site blog, adding new content a few times a week that informs or
entertains your readers in some unique and practical way.

4. Social media marketing

Social media marketing isn’t something you can do casually, but it is freely available, and
it’s something you can master if you invest the time. Start by establishing profiles for your
business on major platforms like Facebook, Twitter and Instagram. Flesh out your
profiles; and start syndicating content that your target market would like.

The 4 P’s

I. Product

Healthy Bites propose that the company should focus on the niche products for mass market

and relook into the product offerings. It should have its core products as comfort

foods which are based on sentimental values like Bhel & Panipuri. It can have the

following Product portfolio:

Panipuri can be explored in depth and variants can be differentiated on the way it

is served in different parts of India i.e., based on taste of Pani (water) and

ingredients (stuffing in the Puri: Ragada, Potato Stuffing, etc.). In the case of

packaged panipuri, pani is offered in form of a powdered ingredient which can be

mixed with water to get the final product.

Branding: The products of Ganesh Bhel will have consistent taste.

Packaging:

• Environment Friendly & Recyclable Material

•Focus on aesthetics & design.

• Main ingredients and preparation procedure to be listed.

II. Price

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Healthy Bites propose that the pricing strategy for both the verticals will be different. The

details are given below:

Vertical 1: This vertical will be basically dealing in business-to-business

transactions.

 This vertical can adopt transfer pricing for transactions with Vertical 2’s

Vertical, which will help in assuring that the divisional autonomy is

respected & protected. It will also redistribute economic resources within

the company.

 It can adopt customized pricing for other transaction based on the volume

of the orders. It will help them to have control over supply chain cost and

will be focused on frequency and volume of orders. With control on the

cost, this vertical can push its products to other avenues and help in brand

building for example, they can push raw material through local Cycle Vendors which will in-turn
increase sales as Healthy Bitesll as build the brand.

Vertical 2: This vertical will adopt penetration pricing strategy while pricing its

products.

III. Promotion
Healthy Bites will have availability of digital presence and it should now work to explore it

deeper and make it even stronger. Our Healthy Bites can be further

improved and be used by both the verticals for increasing visibility and hence,

growing business. The details are given below:

 A Healthy Bitesb portal can be developed linked to company’s Healthy Bites which

allows the B2B customers to place orders & track status of the material. It will

lead to digitization of complete supply chain as Healthy Bites as optimization of

complete process.

 An application can be developed for this vertical for the end customers to

order packaged food and freshly prepared products. Free delivery can be

provided for orders above Rs. 200 and Rs. 30 extra delivery charges for cart

amount lesser than Rs. 200.

 ERP which is already being used by the company provides digitization of

inventory to have control on stock.

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 Mobile based customer loyalty programme can be introduced to keep the

customers engaged, get feedback and updated about the offers.

The menu cards need to be standardized on all digital portals (Zomato,

Swiggy, owned media, etc).

 Healthy Bites can increase visibility by having stalls in local events, malls and movie

theatres. Healthy Bites can also offer free tasting free tasting of new products as a part of

test marketing and understand customer perspective.

 Healthy Bites can invest into marketing activities like newspaper advertising, radio

media, sponsoring college events, stalls during festivals, special occasional offers,

etc. It can spread awareness about its new franchisees and its services of home

delivery, Healthy Bites ordering and app ordering through these means of marketing.

 Establishing Brand Image: Healthy Bites can build a brand image revolving around

quality and hygiene. It can be done by spreading awareness about its process of

using Bisleri water in its products. It can also ask Bisleri to conduct regular audits

and put a certificate of verification in its franchisees as a proof. Healthy Bites can

also take Indian patriotic route and tie up with NDA and the Defence Institutes for

setting up stalls in the events organized by them.

IV. Place
Healthy Bites can increase its channel distribution by tying up with local kirana

stores and supermarket chains. This will increase visibility as Healthy bites as help the

The company should increase its geographical presence in all the parts of Ahmedabad

by opening franchisees. It can also open franchisees in Malls. The locations

should be easily accessible.

company in penetrating the market.

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SWOT ANALYSIS

STRENGTH WEAKNESSES

 New concept- first mover  Limited Capital

advantages  Idea can be Copied by others
 Healthy Products  Mistakes can be modify by
 Flavours competitors.

OPPORTUNITIES THREATS

 Booming Market
 Competitors
 Develop additional stores
 Acceptance of customers
 Attraction to the customers

Strength

 New concept- first mover advantages:-

As Our product is new in the market , there will be many advantages to grow in that and
expand our business.

 Healthy Products:-
Now a days people are very conscious about there health and the product it self is very
healthy and it does not have any side effects.

 Flavour
The other strength of business is different flavour’s in puris.

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Weakness

 Limited Capital
As we are the first mover in market and we have limited capital , so it will be a weak part
of our business.

 Idea can be Copied by others:-

The other disadvantage is like the Idea can be copied by some others in the same market.

 Mistakes can be modify by competitors:-

Competitors can learn from our mistakes and make better products then us.

Opportunities
 Booming Market
Pani puri is a booming food nowadays as it is available at every corner around the world.

 Develop additional stores

At present we are dealing with just two stores but in the near future if we find that our
business is growing with rapid rate than we can open several branches.

 Attraction to customers
As the product is new in the market people would like to try easily.

Threats:
 Competitors
As this business is widely spread there are chances of increasing competitors.
 Acceptance of customers
The customers are easily attracted towards new things so there are chances that people
may switch to the competitors product.

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Competitive Advantage:-
Differentiation

As our product is pani puri’s puri and we are going to make it from beet and spinach so it is
healthy and we will fry it in olive oil so people who are health conscious can have a better
alternative to those unhygienic panipuris.

Quality

We are going to make puri from wheat flour and semolina so the quality would be far more
better than the available puris in our market.

Flavours and coloured puris

By adding beet and spinach to the puris consumers would get a new flavoured puris with
different colours so customers can find an another attractive reason to try our variety.

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Analysis : Here 40 % of our respondents fall under the age of 20-30 and least
are 50 and above that is 6.7%.

Analysis: Most of our respondents are female as females like to eat pani puri.

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Analysis: There are 84.3% of respondents who like to eat pani-puri.

Analysis: Most of the people prefer to eat pani puri on monthly basis rather than
regular basis.

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Analysis: 46.2% of people prefer to eat at vendors and 19.3 % people prefer to
eat at shop and 34.5% people prefer to eat pani puri at home.

Analysis: Although most of the people like to eat from vendors they do take into
consideration hygiene that is 51.7% which is highest

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Analysis: Most of our respondants that is 75.4% have not tasted different
flavoured puri in pani puri.

Analysis: There are 47.5% respondents who are health conscious and who
likes also to eat from vendors

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Analysis: most of the people of Ahmedabad that is 53.7% have not heart about
the puri of different coloured and which is healthy too.

Analysis: Here 1 is highest preferred that is beet flavour which is 60 and above
, 2 rank is tomato which is 60 , 3 preference is spinach and carrot that is less
than tomato.

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Analysis: most of our respondents are agreed to pay 2-3 Rs more to healthy as
well as tasty vegetable puri and 13.2% people are not sure because they are
unaware of the taste
Location Details

1) Titanium city centre (Main branch)

Rent Cost- 15000 Rs (377square ft) (Rs 40 per sq feet)

2) New Ranip

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Rent cost- 12000 per month (378 square feet)

Marketing strategies

 Costing strategy
Standard costing is that the price of raw materials can fluctuate. This means we have
to adjust our cost basis periodically so that we are using actual expenses as a
foundation for pricing. Similarly, wages can increase over time, causing our original
cost estimates to be out of line with what we are actually spending. Standard costing
only remains standard for so long we have to adjust it periodically.

 Pricing strategy
Although a foodservice business must charge enough for its offerings to make a
profit, there is no single right way to calculate the perfect price to charge for food.
Considerations and variables include the price of ingredients and labor as well as
amounts competitors charge for similar items.

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  Advertising plan
1. Referrals

One of the best ways to market is to avoid marketing altogether; instead, create a system
that lets your customers do the marketing for you. Consider the fact that people are four
times more likely to buy a product when it’s referred to them by a friend.

2. Press releases and news features

People read the news regularly, and if you have something newsworthy to
report, most news outlets will gladly report it for you. Press releases are an inexpensive
way to get your brand mentioned in major publications, and possibly pick up some
inbound links along the way.

3. Content marketing

Content marketing takes many forms, but none require significant investment. The simplest
approach is to manage an on-site blog, adding new content a few times a week that informs or
entertains your readers in some unique and practical way.

4. Social media marketing

Social media marketing isn’t something you can do casually, but it is freely available, and
it’s something you can master if you invest the time. Start by establishing profiles for your
business on major platforms like Facebook, Twitter and Instagram. Flesh out your
profiles; and start syndicating content that your target market would like.

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Critical Risk

Potential problems:

 The first and the foremost risk would be the risk of acceptance of flavours by the
consumers.
 The consumer can easily switch to other vendor if taste is not accepted.
 Secondly business can face problem regarding the innovation to be copied by others
which can be a plus point for other vendors.

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Obstacles and Risk:

 People might not prefer or ready to switch their normal taste to a typical vegetable
taste which they don’t like.
 The risk of idea being copied by competitors is high.
 Various other pani puri shops which are high in demand.
 The taste and preference of consumers can change at any coarse of time.
 Due to the strike of truck drivers sometimes the price of the vegetables increases.
Hence at that time we will get a raw material of our vegetables at a higher price so at
that time our cost of production would increase.

Alternative coarse of action

 Modifying the taste presented to the customers with varied presentations in form of
chats.
 We can add up another fast food dishes like dahi puri and chat and aloo tikki

Promotional Strategies

I. Social Media ( Facebook, Whatsapp)

A page will be created on facebook and details of the product will be uploaded so
that the health conscious consumers can have proper knowledge about the product buying it.

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 II. Through collaboration with gym

We will have tie-ups with the gyms so that the consumers who are not able to
consume *panipuri* due to health issues will be made aware by the trainers itself about the
product.

III. Creating awareness through pamphlets

Pamphlets will be given out to the public before hand, where the product is
supposed to be sold so that the public who do not have access to the internet or social media
is also made aware and they get to reap the benefits of the product.

IV. Word of mouth

Once the above promotional strategies work, the public consumes the product and
the existing consumers advise other people to the This is the last promotional strategy
in which the company does not contribute knowingly, but contributes by making the
product better and better every time.

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 Business Idea Feasibility (Questionnaire)
Name
Contact no
Email id
Age :
o 10-20
o 20-30
o 30-40
o 40-50
o 50 and more
Gender Male Female
1. Do you like/eat pani puri?
o Yes
o No
2. How many times you have pani puri in a week?
o Daily
o Weekly
o Monthly
3. Where do you prefer to eat pani puri more?
o Home

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 o Vendors
o Shop
4. Do you take into consideration hygiene before eating from vendors or shops?
o Yes
o No
o Sometimes
5. What are the different flavours of pani puri you have tasted?(list below)
_______________________
_______________________
_______________________
_______________________
_______________________

6. Have you tasted the different flavour of PURI in (pani puri)?

o Yes
o No

If yes, which flavour ____________________

7. Are you health conscious in the matter of pani puri when it comes to vendors?
o Yes
o No
Sometimes
8. Have you heard about the PURI in (pani puri) which is different coloured any
healthy to
o Yes
o No
o May be

9. Rate below the new flavours in PURI in (pani puri)?

No flavours

1 2 3 4
1 Beet

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 2 Tomato

3 Spinach

4 carrot

10. Will you agree to pay 2/3 rupees more to healthy as well as tasty vegetable
PURI in (pani puri) ?

o Strongly Disagree
o Disagree
o Neutral
o Agree
o Strongly disagree
Any other suggestions

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