MARKETING

MANAGEMENT

• Prof. Sateesh Krishnamurthy

CASE STUDY

By
• A. Dheva Mathi Raja
• Ch. Pradeep
• S. Arjun
• Obed John
 INTRODUCTION

• Adyar Ananda Bhavan Sweets and Snacks

is synonymous with commitment to quality
and high degree of professionalism
• Late K.S. Thirupathi Raja started Guru
Sweets in Rajapalayam.
• Adyar Ananda Bhavan was started three
decades ago by Late K. S.Thirupathi Raja in
Chennai.
• Fifty seven branches across
India(Tamilnadu, Pondicherry, Delhi and
Bangalore).
• Chennai – 27 branches
 CURRENT BUSINESS DETAILS

• K.T. Srinivasa Raja and K.T. Venkatesa Raja are

currently running the business
• 2500 Customers/branch/day
• 12 Million US dollars concern
• 300 Varieties of sweets and enough staffs
• Planning to open more outlets in India
 MONITORING CONSUMER
BEHAVIOR
• Families, Senior Citizens, Couples etc
• Regular customers directly go to the counters to get their
items
• For the benefit of new customers menu cards and
templates are provided
• Some Customers enquired about new sweets and
Savouries
• Sweets contain moderate sweetness
• Children look for chocolates
 CAPTURES KEY DECISION
VARIABLES
• All groups of people come to Ananda Bhavan
• Royal People prefer nuts and cashews
• Middle class people prefer mysorepauk and jelabi
• Elder people shop for low calorie sweets
• People shopping for functions buy savories and
sweets
• For festivals most people buy sweets alone
• For offices – Snacks and Savories
• Children – Decorative Sweets
 MEASURES CUSTOMER
SATISFACTION
POSITIVES:

• It claims 2000 out of 2500 customers who visit often

• Acceptance of credit, debit cards
• Bakery, Restaurant is an added advantage
• Fresh sweets make customers happy
• 300 Varieties in most of the branch
• Most customers prefer Adyar Ananda Bhavan
• Customer satisfied with the hygiene quality
• Top notch service

NEGATIVES:

• Out of stock at rare occasions

• No home delivery
 CUSTOMER BONDS

• Ensure that every one right from six to sixty can devour
the ‘sweet’ pleasures of life
• Understanding customer needs.
• Decorative packing for official and family functions.
• Top notch service
• Number of outlets
• Traditional sweets were very popular
 SUGGESTIONS

• Home delivery facility

• Availability of chocolates
• Uncomfortable to sit and eat
• Improve in quality of Bengali sweets
THE END
Questions?