Marketing of Services

Case Study- Mumbai Dabawallas.

1. Service excellence aspects of Mumbai Dabawallas.

According to the study conducted by Harvard Business Review, the Mumbai Dabawallas overall
service model relies heavily on four pillars; Organisation, Management, Process and Culture, each
helping making their service a near perfect delivery service.

a) Organisation:-
 Utilization of public infrastructure in the source of Mumbai local trains.
 Preparing schedules according to the schedules of the trains, and synchronising pickup and
delivery timings to that, making it a near perfect schedule.

b) Management:-
 Self enterprising helping to get them familiarize with other members as well as their
customers.
 Each member has their own share in the organisation.
 Proper guidelines for each member regarding customer acquisition, retention and pricing.
 Promotions based on years of experience, and democratic way of selection for managing
committees.

c) Process:-
 Use of simplicity to convey information through codes providing ample information
required.
 Flexibility and cross training of members for different jobs.
 Strict adherence to processes, standards and rules.

d) Culture:-
 A sense of belonging to the community.
 Emotional connection with other members of the organisation.
 Devotion to the mission of the organisation.
2. Problems and threats existing in the service model.
 Heavy reliance on the Mumbai local trains for delivery of dabbas, which could result in
disruption if the local trains stop operating.
 Motivation of employees with low salaries.
 Low cost optimisation leading to difficulties to upgradation of technology and other delivery
methods.
 Maintenance of hygiene of food.
 Threats from organisations opening in house cafeterias and messes.
 Threats from food deliver services like Zomato and Swiggy.
 Slow incorporation of technology.
 Slow expansion into other related delivery services.
 Maintenance of the service as a low cost service.