Case Study

Of
Shreeji Opticals

Presented By:
Vijay Dodia (A-11)
Jagruti Gamar (A-12)
Ownership base Retail Format
Shop is operates by Ajay, third generation
businessman of Shreeji, with the help of handful of
employees.
Area of shop is 350 sq.ft.
First AC optician showroom in Ghatkopar.
Selling Variety of frames, lenses, sunglasses and
contact lens.
Products offering
Used to deal only local brand like sillotti, frames
procured from Alankar Opticians, lenses procured
from Central Optics etc…
Target Market
Average per day footfall is 75-90 with Conversion rate
is 20%.
Most of them are Youngsters who prefer branded
frames.
Competition
Ghatkopar has alone about 23 Optical shop. So very
Intense competition.
Nearer Competitor is Gangar Eye Nation with 2000
sq.ft area and only 12 mins walking distance from the
Ajay’s shop.
Offering branded products like Prada, Gucci etc…
Threat
Titan Eye Plus is coming in Ghatkopar with suitable
store location.

Dealing with the products under its own Titan brand

and also with number of international brand like Elle,
Vogue, Calvin Klein, Armani, Tommy Hilfiger etc…
Question: should Ajay go for
branded Product or not??
Ajay has doubt that branded product will not offer
the same margin as local product.

But most of his customer is youngsters who prefers

branded product.

And their competitor is also selling branded products

only.
How can Ajay build better store image?
Store Image
Design is such a way to attract the customers.
Front window space should have digital display board
which can easily change and update the new products
and promotional schemes….
Interior of shop is also needed attractive.
spectacles need to be easy to access to allow your
customers to try them on
Other option is lockable cubes.
Lighting is also an important aspect to consider
Category mix to offer?
Sport Sunglasses.
polarized lenses available for golfers which helps them to
see clearly even when there is reflection from various
surfaces.
There are fishing and diving eyeglasses also which help
the buyers to maintain their focus when they are
underwater or facing the water for long hours at a stretch.
specialized glasses which have UV ray protection which
save the eyes from the harmful reflections and anti violet
glare from the sun.
Nice lucrative Glasses case.