Master in Business with out MBA

Profile
Business: Pavement Entrepreneur.
Industry: Decoration Industry (Flower pot and Terra kotta)
Nature of business: Open retailing and manufacturing
Location: All pavements
Ownership: Full family
Financial status: Profitable without balance sheet and auditing.
Region: Through out India if no problem given by police and rowdies.


I used to amaze at the way the people (entrepreneurs) of the road side shops, in particular, the flower pot and terra kotta sellers. These people have rightly mixed the all the Ps of marketing with out any prior knowledge and market research.

Let’s talk about their business in relationship with market mix. There are 7 Ps on market mix lets talk one after the other. First P is Product; the products they have selected are used in most of the house for decorative purpose for which people wish to pay more. These are rare products in the high street but made available to the customer. So the selection of their product is well appreciated which fills the need gap in the market.

Second P is place: they market their product in place where people of all marketing segment have easy access that is pavement on the roadways. They have never done any advertisement in news paper or TV but there had always been customers visiting their shop. Their advertisement strategy has been display of their product in along the road side in an attractive way.

Third P is Price; the cost of the product varies from customers and situations. They have good pricing strategy that is different price for different segment customer. On the look of the people and their transport vehicle decides the price of the product. For example, price for person comes in bike is different because they are economical low segment customer from economically high customer who comes in an expensive car. More time is spent on negotiation and finally closes the sale with customer satisfaction and profitability of the organisation.

Fourth P is Positioning; their brand is positioned in competition with high street brands. Indeed, these pavement entrepreneurs never faced any threat from their high street counter part. Pavement seller is branded as cheap, good design, customize, quick and ready service and delivery. So never had a problem of brand image, universally they maintain similar service. Have very good market share. Maintain their cost and brand differentiation.

Fifth P is point of sale: this is place where customer and seller meet. They are providing out standing customer satisfaction and service. All customers are respected and treated genuinely with loving relationship. Female customers are addressed as Amma (mother), Akka (sister) and madam, and male customer Iyya (father), Anna (Elder brother) and sir. This is another secret of their success. Customer is directed from the entry till the exit with their helping hand and loving addresses with a mind to close the sale profitable. Because they live in street along with their product, 24/7 selling and service is provided.

Another two Ps to go but these entrepreneurs with out knowing any of the above Ps have had handle their business successfully. Interesting to note is their change of product line according to the seasons, which is well appreciated and welcomed by their customer. Other product lines are Sofa suit, Mud pot with taps, decorative lights etc.

Hats off to the entire road side entrepreneurs, for their exciting knowledge and success in business without academic knowledge. Many studied too business course but still haven’t success in their business is also an interesting point to note.
Business is Ezee if we look at them in a simpler way with understanding.