Summer Internship Report

Submitted for the partial fulfillment for the award of

degree of
MASTER OF BUSINESS ADMINISTRATION
2017-19

INSTITUTE OF MANAGEMENT STUDIES

BANARAS HINDU UNIVERSITY

Supervised By: Submitted By:

Dr. Rekha Prasad Rohit Yadav
Dr. P.V. Rajiv MBA Marketing
(Faculty Mentor) 17423MBA034

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 SUMMER INTERSHIP
AT

ON
Retailers Behavior towards Refurbished Phones

Submitted By:
Rohit Yadav
MBA Marketing
Institute of Management Studies
Banaras Hindu University

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 ACKNOWLEDGEMENT
I express my sincere gratitude to Mr. Asad Khan (RSM,
Lucknow) of the company for providing me a great learning
experience at Yaantra. I am thankful for his guidance in carrying
out the project and it could not have been completed without his
immense help. I take this opportunity to extend my sincere
gratitude to Mrs. Shreya Pathak (HR, Yaantra) for giving me an
opportunity to undertake internship training and the project on the
topic “Retailers behaviors towards refurbished phones”. In
addition, I would also like to thanks all others members of the
organization for their valuable support at all times along with the
respondents who participated in the survey and gave their
valuable responses and time.
I am also thankful to my college mentor, Dr. Rekha Prasad and
Dr. P.V Rajiv for this project to whom I am deeply grateful for
their constant support and guidance without which it would not
have been possible for me to complete this project on time.

Rohit Yadav

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 DECLARATION
I, Rohit Yadav, a student of the Institute of Management Studies,
Banaras Hindu University, hereby declare that the project titled
“Retailers Behaviour towards Refurbished Phones” is a result of
original research carried out by me during my 8 week summer
internship at Yaantra , Lucknow.

Rohit Yadav

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5|Page
 Table of Contents
Particulars Page no.
Introduction 7
Industry Analysis 7
Company’s profile (Yaantra) 13
Literature Review 21
SWOT Analysis 26
Scope of the Study 27
Project Details 29
Product Details 39
Action Plan 45
Research Methodology 54
Research objective 54
Analysis 56
Findings and conclusion 60
Recommendation and Suggestions 61
Learning from summer internship 64
References 65
Annexure 66

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 INTRODUCTION
Industry Analysis:

The e-commerce has transformed the way business is done in India. The Indian e-
commerce market is expected to grow to US$ 200 billion by 2026 from US$ 38.5
billion as of 2017.. The value of e-commerce market is expected to cross US$ 50
billion by 2018.

Much growth of the industry has been triggered by increasing internet and
smartphone penetration. The ongoing digital transformation in the country is
expected to increase India’s total internet user base to 829 million by 2021 (59 per
cent of total population), from 373 million (28 per cent of population) in 2016, while
total number of networked devices in the country are expected to grow to two billion
by 2021, from 1.4 billion in 2016.

The e-commerce industry been directly impacting the micro, small & medium
enterprises (MSME) in India by providing means of financing, technology and
training and has a favourable cascading effect on other industries as well. The total
size of e-Commerce industry (only B2C e-tail) in India is expected to reach US$
101.9 billion by 2020.

Technology enabled innovations like digital payments, hyper-local logistics,

analytics driven customer engagement and digital advertisements will likely support
the growth in the sector. With the increase in the number of electronic payment
gateways and mobile wallets, it is expected that by the year 2020, cashless
transaction will constitute 55 per cent of the online sales. The growth in e-commerce
sector will also boost employment, increase revenues from export, increase tax
collection by ex-chequers, and provide better products and services to customers in
the long-term.

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The smartphone category is also among the top sources for new customer acquisition
in India. 100 percent year-on-year growth in sales of smartphones, despite
demonetisation that took place late few last years, and the roll-out of the Goods and
Service Tax (GST) this year. During demonetisation, several companies reported a
drop in sales of phones.

But still E commerce smartphones segment stands strong in comparison to any other
segment in India no wonder all the huge mobile companies are looking forward
towards the Indian market for developing its presence and within the last few years
several companies both with high or low end phones reached out to Indian consumer.

Refurbished Mobile Phones (A emerging market)

India’s appetite for refurbished or second-hand smartphones is set to grow in the

next two years, alongside the expanding market for new phones, driven by demand
for aspirational brands such as Apple and Samsung at heavily discounted price.

Experts and analysts expect the market for refurbished phones to rise by a
compounded 27% over 2019 and 2020 as new players join existing online
marketplaces Amazon, Cashify, Shopclues and Togofogo, which posted surging
growth in annual sales. According to Amazon’s spokesperson” Refurbished mobile
phones category is growing at 400% year-on-year and its contribution in overall
mobile phone sales has almost doubled in 2017.”

About 25% of pre-owned phones are sold in the market, of which only some are
refurbished. Experts said the rising use of data has led to wider adoption of pre-
owned smartphones among feature phone users.

In the last 5 years refurbished mobile market has steadily emerged in Indian market
and even triggered the presence of e commerce in some of the rural markets.

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In this era of digitalization, the refurbished smartphone market in India has largely
been offline and unstructured. That said, this space is still witnessing over 100mn
new smartphone shipments p.a. Given that we have over 100mn active mobile
subscribers; most of these smartphones are potentially replacement handsets.

At this point considering all the factors like short up gradation cycle and unhindered
desire to own a high end smartphone has completely developed a new market on its
own.

For year such demands were being met by the unorganized and grey markets
throughout the country seeing such potentials several startups, medium size
companies and even well-established ecommerce companies are trying to make a
mark in this segment.

The fact now the gadgets are getting outdated sooner than earlier has given this
opportunity to this kind of market.

The cities with highest demand for such mobile phones are as follows:

 Bengaluru
 Hyderabad
 Delhi
 Jaipur
 Ahmedabad
 Vishakapatnam
 Patna
 Raipur
 Surat
 Madhurai
 Guwahati
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 The e-commerce has transformed the way business is done in India. The Indian
e-commerce market is expected to grow to US$ 200 billion by 2026 from US$
38.5 billion as of 2017. Much growth of the industry has been triggered by
increasing internet and smartphone penetration. The ongoing digital
transformation in the country is expected to increase India’s total internet user
base to 829 million by 2021 from 445.96 million in2017. India’s internet
economy is expected to double from US$125 billion as of April 2017 to US$ 250
billion by 2020, majorly backed by ecommerce. India’s E-commerce revenue is
expected to jump from US$ 39 billion in 2017 to US$ 120 billion in 2020,
growing at an annual rate of 51 per cent, the highest in the world.

Market Size

Propelled by rising smartphone penetration, the launch of 4G networks and

increasing consumer wealth, the Indian e-commerce market is expected to grow
to US$ 200 billion by 2026 from US$ 38.5 billion in 2017. India's ecommerce
industry's sales rose 40 per cent year-on-year to reach Rs 9,000 crore (US$ 1.5
billion) during the five-day sale period ending September 24, 2017, backed by
huge deals and discounts offered by the major ecommerce companies.

Online retail sales in India are expected to grow by 31 per cent to touch US$
32.70 billion, led by Flipkart, Amazon India and Paytm Mall.

Investments/ Developments

Some of the major developments in the Indian e-commerce sector are as

follows:

 Flipkart, after getting acquired by Walmart for US$ 16 billion, is expected to

launch more offline retail stores in India to promote private labels in
segments such as fashion and electronics.
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  Paytm has launched its bank - Paytm Payment Bank. Paytm bank is India's
first bank with zero charges on online transactions, no minimum balance
requirement and free virtual debit card

 E-commerce industry in India witnessed 21 private equity and venture

capital deals worth US$ 2.1 billion in 2017 and six deals worth US$ 226
million in January-April 2018

Government initiatives

Since 2014, the Government of India has announced various initiatives namely,
Digital India, Make in India, Start-up India, Skill India and Innovation Fund.
The timely and effective implementation of such programs will likely support
the e-commerce growth in the country. Some of the major initiatives taken by
the government to promote the e-commerce sector in India are as follows:

 Reserve Bank of India (RBI) has decided to allow "inter-operability" among

Prepaid Payment Instruments (PPIs) such as digital wallets, prepaid cash
coupons and prepaid telephone top-up cards. RBI has also instructed banks
and companies to make all know-your-customer (KYC)-compliant prepaid
payment instruments (PPIs), like mobile wallets, interoperable amongst
themselves via Unified Payments Interface (UPI). The interoperability is
expected by June 2018.

 The Government of India has distributed rewards worth around Rs 153.5

crore (US$ 23.8 million) to 1 million customers for embracing digital
payments, under the Lucky Grahak Yojana and Digi-Dhan Vyapar Yojana.

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  The Government of India launched an e-commerce portal called TRIFED
and an m-commerce portal called ‘Tribes India’ which will enable 55,000
tribal artisans get access to international markets.

 In order to increase the participation of foreign players in the e-commerce

field, the Indian Government hiked the limit of foreign direct investment
(FDI) in the E-commerce marketplace model for up to 100 per cent (in B2B
models).

Future trends -

The e-commerce industry been directly impacting the micro, small & medium
enterprises (MSME) in India by providing means of financing, technology and
training and has a favourable cascading effect on other industries as well. The
Indian e-commerce industry has been on an upward growth trajectory and is
expected to surpass the US to become the second largest e-commerce market in
the world by 2034. Technology enabled innovations like digital payments,
hyper-local logistics, analytics driven customer engagement and digital
advertisements will likely support the growth in the sector. With the increase in
the number of electronic payment gateways and mobile wallets, it is expected
that by the year 2020, cashless transaction will constitute 55 per cent of the
online sales. The growth in e-commerce sector will also boost employment,
increase revenues from export, increase tax collection by ex-chequers, and
provide better products and services to customers in the long-term.

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 YAANTRA’S PROFILE

Founded in 2013 in Delhi,earlier known as Gadgetwood rebranded itself as

Yaantra is an online mobile phone store that offers repair, refurbishing and
reselling services for smartphones.

Founders: Ankit Saraf, Anmol Gupta and Jayant Jha.

Sector: Smartphone retail

Headquarter: New Delhi

Yaantra is an online mobile phone store that offers repairing, refurbishing and
reselling services for smartphones. Founded in 2013 in Delhi, as a brand, its aim
was to be a pioneer in the refurbished smartphones segment.

Currently it has self-ownedits own service centres in seven cities and is also
available pan-India through its retail partners in over 250 cities.

With a growth of 600 percent year-on-year, Yaantra claims to have expanded its
presence across India through a strong retail network as well as by growing its
own capabilities.

Dealing in refurbished smartphones segment. Yaantra have aligned their efforts

to the country’s collective vision to brace our people for the upcoming digital
revolution. With a wide assortment of smartphones and services, they are going
great and strong towards their vision. The company is new but enthusiastic, well
known and are moving ahead with a strong base of 1,20,000+ satisfied clientele,
which is growing every day and this very moment too. Till date they have
repaired more than 60,000 smartphones and have infused more value to our
customer’s digital investments. Yaantra is a single window stopover that caters

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 to all smartphone queries such as broken glass, water damage, software problem,
and power issue etc. with best in the industry services.

At Yaantra, we deal in multiple sub-segments of refurbishing market. Our core

function areas are categorized under three sections that are: Refurbished,
Unboxed and Pre-owned. Every section has a committed inventory that caters to
diverse needs of our wide clientele, from varied demographic, geographic and
linguistic identities. We entertain our clientele with incredible deals throughout
the year, so next time if you mess up with your smartphone.

Yaantra…Way Forward (Mission 2020)

 Expanding operations in 17 more cities

 Increase the sales figures by 100%
 Expanding the workforce to 1500 employess
 Diversifying the accessories business to power adaptors,data cable and
headphones

TIMELINE OF YAANTRA -

Milestones -2014

 Partnered with XIOMI for repairing smartphones

 Raised first round of funding through”Indian angel network”(Ajai
Chowdhary,Ashwin Chadha,Jayesh Parekh)

Milestones-2015

 Launched first mobile app

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  “Svagata Banglore”
 Raised second round of funding from Carpediem Capital

Milestones-2016

 Gadgetwood rebranded itself as Yaantra

 Pilot done for selling “Refurbished Smartphones”
 Built the first TRC(Technical Repair centre)
 Started the process in cities like Mumbai,Hyderabad and Pune

Milestones-2017

 Launched ECOM platform for Retailers-B2R App

 Launched first Branded Retail Store in Delhi
 Reaised fourth round of funding from Carpediem Capital

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 2014 2016 2018
• Raised • Raised • Won ET -
Angel series A Leaders
Investme investment of
nt • Launched Tomorro
• First E-Com w award
OEM Platform • Started
Partners for Ops in
hip consumers Kolkata,
Indore,
Ludhian
a and
Lucknow

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Progress since inception:

200000

150000
Cumulative Smartphones Sales
in Units 100000

50000

13
2 LUDHIANA
DELHI NCR
Cr LUCKNOW
AHMEDABAD
INDORE
29 PUNE Sales
Cr Office
CHENNAI
Introduc

Refurb
tion of

Sales

2.5
Cr
FY FY FY
14 16 17

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Key Initiatives for year 2017-2018
 5S Methodology in TRC and Warehouse
 Dedicated Process Excellence & Training Team
 Buy Back – Algo Based Price Prediction Engine
 Extending Repair capabilities to Doorstep
 Launched PMS - PACE
 System Automations – Human To Virtual Shift

Products and Services-

 Repair of Smartphones
 Selling refurb,prexo and unboxed mobiles and laptops directly to the
customers via B2C channel or the retailers via B2R channels
 Selling accessories like powerbanks,chargers and headphones to the
customers via B2C channels or to the retailers via B2R channels

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Yaantra Repair services-

 Certified Technicians
 Diagnostic App
 Quality Check
 On-demand repair service for individuals
 Door-step pickup and drop facility for all customers
 National repair partners for Xiomi and Apple devices

Iphones Express Repair Services-

 30 Minutes Pickup
 Quality Repairing
 48 Hr. Turnaround Time
 Certified Engineers
 Apple Standard Repairing
 100% Satisfaction Work

Benefits of Yaantra-

 Free pickup and drop facility

 Upto 90 days warranty service
 Fastest turnaround time
 Quality repair

Refurbished, Prexo and Unboxed mobile phones at Yaantra-

 Wide assortment of branded refurbished mobile phones.

 Best in condition.
 Unbeatable price
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  Customer can choose from wide collection of smartphones including all
leading brands.
 Special offer and discount on bulk purchase.

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 LITERATURE REVIEW
Refurbished goods need not only be second-hand products, but also include factory
seconds, dead on arrivals, and ecommerce and retail returns, apart from an open box
(not sealed) device. While demand for refurbished goods had primarily been from
tier II and tier III cities, companies are witnessing a rise in demand from metros too.
On an average, the ratio today would be 40 per cent from top metros and 60 per cent
from the remaining cities.

Nandan Kumar et al. (2011) studied most return supply chains are organized to
carry out five key processes:

 Product acquisition: Obtaining the used product from the user by the
reseller or manufacturer.
 Reverse logistics: Transporting products to a facility for inspecting, sorting
and disposition.
 Inspection and disposition: Assessing the condition of the return and
making the most profitable decision for reuse.
 Remanufacturing or refurbishing: Returning the product to its original
specifications.
 Marketing: Creating secondary markets for the recovered products.

Monsuwe, Delleart and Ruyter (2004), there are five external factors to understand
the consumer's intention to purchase in the internet which is the consumer
personality, situational factors, product characteristics, previous online shopping
experiences and the trust in online shopping. Consumer's trait includes their
demographic factors such as age, income, gender and educational level will lead
them to have the intention to shop online. For age factor, consumers that are aged

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under 25 has more potential to shop in online because of their interest in using new
technologies to search for product information and compare and evaluate
alternatives (Wood, 2002).

Lee and Turban (2001), reasons that consumers choose not to shop online is
because consumers lack of trust in online shopping. According to Xia and Monroe
(2009), their study resulted that consumers with a shopping goal are more responsive
towards promotional messages such as "pay less" and "discount" while consumers
without shopping goal are responsive towards promotional messages such as "save
more" and "free gift".

Jayawardhena et.al., 2009, Shoppers who value, convenience can obtain the
benefits of product and services with less effort and this would have a positive
relationship with shoppers' excitement.

Fram & Grady, 1997; Kunz, 1997; Mehta & Sivadas, 1995; Sultan & Henrichs,
2000, For Internet buyers, gender, marital status, residential location, age,
education, and household income were frequently found to be important predictors
of Internet purchasing.

ASSOCHAM Study (2015) found the highest growth rate in the apparel segment,
almost 69.5 per cent over 2014, followed by electronic items, up 62 per cent, baby
care products, up 53 per cent, beauty and personal care products at 52 per cent and
home furnishings at 49 per cent. Rapid growth of digital commerce in India is

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mainly due to increased use of smartphones. Mobiles and mobile accessories have
taken up the maximum share of the digital commerce market in India, noted the
study. Moreover, almost 45 per cent online shoppers reportedly preferred cash on
delivery over credit cards (16 per cent) and debit cards (21 per cent). Only 10 per
cent opted for internet banking and a scanty 7 per cent preferred cash cards, mobile
wallets, and other such modes of payment. The 18-25 years of age group has been
the fastest growing age segment online with user growth being contributed by both
male and female segments. The survey highlights that 38 per cent of regular shoppers
are in 18-25 age group, 52 per cent in 26-35, 8 per cent in 36-45 and 2 per cent in
the age group of 45-60. Nearly 65 per cent online shoppers are male and 35 per cent
female.

Mitra Abhijit (2013) suggests E-Commerce has unleashed yet another revolution,
which is changing the way businesses buy and sell products and services. New
methodologies have evolved. The role of geographic distances in forming business
relationships is reduced. E-Commerce is the future of shopping. With the
deployment of 3G and 4G wireless communication technologies, the internet
economy will continue to grow robustly. In the next 3 to 5 years, India will have 30
to 70 million internet users which will equal, if not surpass, many of the developed
countries. Internet economy will then become more meaningful in India. With the
rapid expansion of internet, E-commerce is set to play a very important role in the
21st century, the new opportunities that will be thrown open, will be accessible to
both large corporations and small companies. The role of government is to provide
a legal framework for E-Commerce so that while domestic and international trade
are allowed to expand their horizons, basic rights such as privacy, intellectual
property, prevention of fraud, consumer protection etc are all taken care of.

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Chanana Nisha and Goele Sangeeta (2012) propose that the future of E-Commerce
is difficult to predict. There are various segments that would grow in the future like:
Travel and Tourism, electronic appliances, hardware products and apparel. There
are also some essential factors which will significantly contribute to the boom of the
E-Commerce industry in India i.e. replacement guarantee, M-Commerce services,
location based services, multiple payment option, right content, shipment option,
legal requirement of generating invoices for online transactions, quick Service, T &
C should be clear & realistic, the product quality should be same as shown on the
portal, dedicated 24/7 customer care centre should be there.

Ohidujjaman, et al 2013, Internet and e-commerce are closely wrapped towards

developed countries. But they can achieve tremendous benefits to developing
countries if it is applicable as an ideal business purpose. Ecommerce is a revolution
in business practices. The term commerce is viewed as transactions conducted
between business partners.

Anupam-2011, Electronic commerce is an emerging concept that describes the

process of buying and selling or exchanging of products, services and information
via computer networks including internet.

Laudon and Traver, Commercial transactions involve the exchange of value (e.g.,
money) across organizational or boundaries in return for products and services.
Exchange of value is important for understanding the limits of e-commerce. Without
an exchange of value, no commerce occurs.

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Jeffrey S. Ray-2011. E-business has changed processes within and between
enterprises. Electronic Data Interface (EDI), widely introduced twenty five years
ago on dedicated links between firms, showed how information could be directly
passed from the operating systems of one enterprise into the order processing,
production and logistics systems of another(Clayton and Criscuolo). If implemented
properly, E-commerce technologies can result in business process improvements and
increased efficiencies. Leveraging Ecommerce technologies should result in
improvements to developing countries, but so far have not produced the desired
results.

Harris and Spencer, 2002; Bairagi, 2011, The development experienced in internet
and other global online networks have, thus, created new commercial opportunities
for e–commerce and creation of completely new sets of global and national trading
relationships. This consequently, led to the perception that e-banking and e-
commerce are now an inevitable aspect of financial services. It enables multiple
buyers and sellers to come together on a common platform and conduct business
without compromising individual requirements and relationships among the
participants very quickly.

Jumpol Vorasayan,Sarah M. Ryan, 2006, The consumer’s willingness to pay or

valuation of a product is directly proportional to its quality. If a consumer values the
new product at V, then that consumer values the refurbished product at dV. The
parameter d is the perceived quality factor of refurbished products, 0<d <1. The
perceived quality includes many attributes such as technical specification, warranty
period and physical appearance.

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 SWOT ANALYSIS

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 SCOPE OF THE STUDY
Refurbished Mobile a growing Sector:

Taking reference from several articles and stats from several reputed
newspapers, journals, consulting agencies, etc. we can figure out why there is a
sudden interest in the refurbished market.

 Refurbished smartphones market set to grow by 27% in 2 years as new

players join the segment:By Economic Times May 28,2018
India’s appetite for refurbished or second-hand smartphones is set to
grow in the next two years, alongside the expanding market for new
phones, driven by demand for aspirational brands such as Apple and
Samsung at heavily discounted prices.

Experts and analysts expect the market for refurbished phones to rise by
a compounded 27% over 2019 and 2020 as new players join existing
online marketplaces Amazon, Cashify, Shopclues and Togofogo, which
posted surging growth in annual Samsung.
Growth rates have been high, if not similar, for others as well. Nakul
Kumar, cofounder of Cashify, said sales grew three-fold over last year
and expects the upside to continue this year.

Shopclues sold 5,780 refurbished phones – primarily Nokia and

Samsung – in tier 2 and 3 markets every month this year, which is 35%
higher than the average over 2017.

 Refurbished smartphone market fastest growing segment in

2017:March7,2018

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 Refurbished Smartphone tracker report, Counterpoint highlights that the
global market for refurbished smartphones grew 13 percent year-on-year
in 2017, close to 140 million units. In contrast, the global new
smartphone market grew a meager 3 percent last year.

Refurbished smartphones or second-life smartphones are pre-owned that are

repaired or rejuvenated for re-selling purposes. As the firm explains, only 25
percent of all pre-oned units are sold back into the market, and of these,
only some are refurbished. There are many grades of refurbished devices
that attract different price points depending on a variety of factors including
quantity, specific model, color variant, storage, and so on.

The interesting trend highlights how the refurbished market is closing the
gap with the new smartphone market. A research director, Tom Kang,
highlighted, “With 13 percent growth, refurbished smartphones are now
close to 10 percent of the total global smartphone market. The low
growth of the new smartphone market in 2017 can be partially attributed
to the growth of the refurb market. The slowdown in innovation has
made two-year-old flagship smartphones comparable in design and
features with the most recent mid-range phones. Therefore, the mid low-
end market for new smartphones is being cannibalized by refurbished
high-end phones, mostly Apple iPhones and, to a lesser extent, Samsung
Galaxy smartphones.”

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  Global Market Study on Refurbished and Used Mobile Phones:

Herculean Growth in e-Waste to Make Used and Refurbished Phones a

Prominent Choice among Consumers:

Emerging economies such as Philippines, Thailand, Mexico, Russia, India,

Brazil, and Argentina are turning out to be leading markets for used and
refurbished mobile phones. Consumers in these regions are price sensitive
and usually prefer purchasing low-cost products, especially when it comes to
buying electronics. The market for used and refurbished mobile phones is a
highly unorganized one and companies are offering refurbished and used
mobile phones at inexpensive rates. The growing customer dependence on
gadgets in developing regions has increased the demand for refurbished and
used mobile phones in these regions along with others.

Project Details:
I being a Channel Development Intern for Yaantra was asked to understand the
market and monitor the retailers response towards Yaantra and its product and
services .Once I get the insights of different markets in Lucknow I was supposed to
give responses to the senior management and was also asked to come up with the
solutions to that problem and to also explain how those measures would help Yaantra
in expansion plans.

Lucknow though a city with huge potential as it has one of the biggest cellphones
market in the north things are still not easy for any e commerce company to establish

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its footing as people are still living under a kind skeptical impression towards
purchasing mobile phones or high end electronics from e commerce.

Also a major issue is presence of strong unorganized market in Uttar Pradesh which
is specifically indulged in business of refurbished and second phones.

Except the unorganized market and local retailers there are several competitors who
are standing tall in the market already. Some of the biggest competitors:

 Udaan
Udaan is a network centric B2B trade platform, designed specifically for small
& medium businesses in India. It brings traders, wholesalers, retailers and
manufacturers in India on to a single platform. With real insights into active
trends, and great B2B trade features, Udaan brings to them the power of
technology to scale & nurture their business.

The easy-to-use app gives you the power to:

* DISCOVER customers, suppliers & products across numerous categories
* CONNECT directly with parties of interest & discuss trade
* BUY & SELL on your terms – with secure payments & smooth logistics
* GROW your network through repeats & relationships with like-minded
parties

Udaan was launched in 20116 by Sujeet Kumar, Vaibhav Gupta and Amod
Malviya, former senior executives at Flipkart, India’s most valuable e-
commerce firm. At Flipkart, Kumar was logistics head, Malviya was chief
technology officer and Gupta was business finance chief.

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 Udaan is currently running a pilot connecting manufacturers, wholesalers,
traders and retailers. It has two categories so far—mobile accessories and
fashion products.
Udaan does have a very strong presence in Naka Hindola Market in Lucknow
through which it gets a direct link with wholesalers in north and reach to
different cities in east Uttar Pradesh.

 Togofogo

Togofogo.com an online marketplace for re-furbished and pre-owned products in

the mobile phones category, has sold 3,50,000 units in three years. Founded by
Soumitra Gupta, the company aims to change the perception of the second-hand
mobile phone industry in the offline grey market by establishing an organised online
marketplace.

Togofogo.com claims to give valuable offers and warranty in addition to selling

authenticated and certified products. Further, the website captured a 35 per cent
market share. Data shows a repeat customer percentage of 25 per cent, indicating
customer satisfaction.

The founders explains the company’s vision as an ecosystem where sellers can
leverage Togofogo’s logistics support to open up their sales to buyers looking for
refurbished and certified mobile phones.

In India, millions of users still buy second-hand phones because they would rather
opt for a pre-owned phone with features they need, rather than settle for a new phone
with lower specifications. Along with affordability, the shorter upgrade cycles of
smartphones these days is also fuelling demand for used phones.

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  Electronic Bazaar:

A simple vision of electronic bazaar is e-defining the distribution structure to

enable every retailer across the country to showcase and sell the latest and
best of consumer electronic products. Our aim is to make distribution more
cost effective, efficient, easy to transact using Technology platforms. In this
process we have partnered with more than 35000+ retailers across 400+ cities
in India, giving us platform to reach out to retailer in remotest part of the
country. Our strength lies in quality product offerings ranging from New, un-
boxed and pre-owned across all leading brands. Our focus on recycling, not
only enables the consumer to access latest technology at affordable price.

B2B Evolution

In a dominating B2C Era, electronicsbazaar.com comes as a revolution in the

B2B marketplace. A web space created for e-distribution of electronic
products, electronicsbazaar.com establishes a strong connect between Big
Brands & Retailers across India.

Electronics Bazaar team brings upon its varied and rich experience of more
than 20 years to bring maximum satisfaction for Retailers and empower the
Brands to reach the roots of India. It aims to serve as a single roof for bulk
electronics purchases.

Vision of Retailers

 Enabling access to a complete range of electronics products like Mobiles,

Laptops & Accessories

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  PAN India supplies with focus on tier 3 & 4 cities, rural and remotest
locations.
 Making Big Brands available at low distribution cost model.
 Being associated with the largest network of National & International Brands.
 Providing all Brands at one junction.
 Mainting consistent supply of branded electronic products.

Brands Connect

Electronics Bazaar is the largest e-distributor of electronics products in India.

Bridging the gap between Brands & Retailers, it has its own set of advantages
for the Big Brands in the market:

 Cost Efficiency
 Bridge Distribution Gap
 Product Launches
 Use of Latest Technology
 Sales Convenience

 Quikr

Quikr was initially launched as Kijiji India in November 2005. Kijiji.in was owned
by Kijiji International, an eBay Inc subsidiary.

In 2008, Mumbai based venture capitalist, Matrix Partners India, invested in the
Kijiji India, following which Kijiji India was hived off Kijiji International and
restructured as an independent company and re-branded as "Quikr", which was
jointly owned by Matrix Partners and eBay Inc.

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A Quikr certified phone is a used Phone which has passed through a series of checks
before it is listed by Quikr, most of these checks are functional checks in which they
install a diagnostic app on the phone which guides the user through a series of steps
and checks the phone functionality on the way. In the end it gives a consolidated
report as to how the phone has fared across all parameters & benchmarks. That being
said, it is critical for the user to determine the type of phone that is being sold. Is it:

Unboxed: (Fairly new phone, in all probability bought off Flipkart, Amazon,
Snapdeal and returned within the 7–14 day return period) These phones generally
are priced closer to the actual retail price and are in a fairly good condition, Battery
life, screen scratches etc. shouldn't be an issue.

Refurbished: These phones are used (generally under 1 year) and come close to
50%-70% of retail price for a new unit (depending on age). They are fully functional
and most of the refurbishing done is cosmetic in nature - and in some cases it also
involves fixing/replacing some internal components that may have gone bad.

 Snapdeal:

Snapdeal is an Indian e-commerce company based in New Delhi, India. The

company was started by Kunal Bahl and Rohit Bansal in February 2010. As of 2014
Snapdeal had 300,000 sellers, over 30 million products across 800+ diverse
categories from over 125,000 regional, national, and international brands and
retailers and a reach of 6,000 towns and cities across the country.

Investors in the company include SoftBank Corp, Ru-Net Holdings, Tybourne

Capital, PremjiInvest, Alibaba Group, Temasek Holdings, Bessemer Venture
Partners, IndoUS Ventures, Kalaari Capital, Saama Capital, Foxconn Technology
Group, Blackrock, eBay, Nexus Ventures, Intel Capital, Ontario Teachers' Pension

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Plan, Singapore-based investment entity Brother Fortune Apparel and Ratan
Tata. Snapdeal acquired FreeCharge for $400 million.

The company also deals in business of certified refurbished mobiles of all the major
brands like Apple,Motorola,Samsung,Nokia,Oppo,Vivo,Xiomi etc.

 Minte:

Minte is one among the leading open-box electronics sellers in India. As e-

Commerce has seen unprecedented growth in the country in recent times,
founders of Minte ventured into Re-Commerce with the motive of making
mobile phones available at lowest possible prices.

Minte commenced its travel in Re-Commerce across India in the year 2015.
Minte's product range includes mobile phone models of top performing
brands. Minte makes them available on the website www.minte.in and also on
some of the biggest e-commerce sites like Amazon, eBay, Quickr, and
Shopclues.

Minte sources open-box phones from some of the leading e-commerce players
in the country and ensures that all it's customers are served with mint condition
electronics.Founded with the aim of providing best-value products, Minte has
become the preferred online seller for many that desire to purchase open-box
mobile phones.

Progressing into a new era in e-Commerce with services spread across India,
Minte offers dedicated service to customers.

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  Greendust:

GreenDust is India's premier online shopping site that offers customers and bulk
buyers the option to purchase unused, branded open box, factory seconds, surplus,
overstock and refurbished products at the lowest prices guaranteed. They support the
online shopping experience with physical retail stores. We have over 250+ stores
and plan to make it over 500 within 6 months. Their product categories keep on
changing to help buy electronic gadgets, laptops, mobiles, mobile accessories,
computers, accessories, batteries, laptops, refrigerators, ACs, washing machines,
digital cameras, LCDs, LEDs, mixers, JMG, irons, desktops, blenders, heaters,
personal care products, health care, and many more product categories across well
known brands like Sony, Whirlpool, Samsung, LG, Videocon, Panasonic, Phillips,
HTC, Blackberry, Apple, Nokia, Karbonn, Micromax, and many more.

GreenDust Certified Refurbished Products come with a one year warranty and are
supported by world class pan-India services network. They support multiple
payment options for amazing deals on all popular brands. GreenDust is the
destination for buyers who are looking for a reliable and trustworthy place to shop
for killer-deals on open box, factory seconds. By shopping with them customer are
also supporting the environment with a greener, healthier future for our kids as we
strive to reduce waste that would have otherwise polluted the environment. Come,
shop with us today and be a part of over 2 million+ happy customers who have
pledged to make a difference.

 91mobiles

91mobiles is the largest gadget research site in India that provides tools, latest news,
reviews & rich content to help people decide which gadget best suits their needs.
The platform also helps users to find best prices/offers for the gadgets.

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91mobiles is visited by over 8 million gadget enthusiasts every month, and ranks
among the top 250 websites in India. We have a team of 60 people based in our
offices in Gurgaon (HO) and Chennai. We generate close to $100 million in sales to
our retail partners through 91mobiles platform.

We work with most of the leading consumer electronics & telecom brands
(Samsung, Intel, Micromax, Airtel, etc.), as well as leading online retailers (eBay,
Amazon, Flipkart, etc.), to help them reach 91mobiles gadget enthusiast community
and to promote their products & offers with innovative ways and messaging.

Research shows that over 40% of all electronics buyers in India research online
before purchase. 91mobiles mission is to become the starting point & the best source
for this research

Also acts as a strong competitors for selling and buying refurb, unboxed and prexo
mobiles including the brands like Iphone, Samsung,, Motorola, Nokia ,Blackberry,
Vivo, Xiomi etc.

 Shopclues:

ShopClues focuses on unstructured categories of home and kitchen, fashion,

electronics and daily utility items. Across various categories, the company highly
promotes local as well as regional brands. Around 70% of its Gross
Merchandising Value (GMV) is received from Tier – II and Tier – III cities.

In June 2016, the online marketplace reached half a million sellers on its
platform, claimed to be the highest in the Indian e-commerce industry.The
employee strength as of 2017 is more than 11,000 people.

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  Amazon:

Amazon.com, Inc., doing business as Amazon , is an American electronic

commerce and cloud computing company based in Seattle, Washington that was
founded by Jeff Bezos on July 5, 1994. The tech giant is the largest Internet
retailer in the world as measured by revenue and market capitalization, and
second largest after Alibaba Group in terms of total sales. The amazon.com
website started as an online bookstore.

Latersell video downloads/streaming, MP3downloads/streaming, audiobook

downloads/streaming, software, video games, electronics, apparel, furniture,
food, toys, and jewelry. The company also produces consumer electronics—
Kindle e-readers, Firetablets, Fire TV, and Echo—and is the world's largest
provider of cloud infrastructure services . Amazon also sells certain low-end
products under its in-house brand AmazonBasics.

Amazon has separate retail websites for the United States, the United Kingdom
and Ireland, France, Canada, Germany, Italy, Spain, Netherlands, Australia,
Brazil, Japan, China, India, and Mexico. In 2016, Dutch, Polish, and Turkish
language versions of the German Amazon website were also launched. Amazon
also offers international shipping of some of its products to certain locations.

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 Product details:

1. Yaantra Retail App has mobile available in 3 categories

 Refurbished
 Unboxed
 Pre-Owned

Refurbished:

A refurbished phone is usually a lot less expensive than buying a similar device
new. Consumers' main concern is whether a used phone really works reliably.
Other common questions include: Is there a difference between used and
refurbished phones, or do these words just mean the same thing? How does one
find a refurbished cell phone that will work well? Here are some answers to these
and other questions to help with deciding whether or not to buy a refurbished cell
phone.

The first thing to know about a refurbished cell phone is that it is not new, but that
does not mean it has been used much. Many people buy a cell phone and then
change their minds and return it within a couple of days, even though there is
nothing wrong with the phone. These devices cannot legally be resold as new, but
they may never have actually been used. Other phones have been returned because
they stopped working properly or because they simply got old and worn and the
owner wanted something new. Family plans often come with regular phone
upgrades, which means that people try to resell or even give away their old phones.
There is no real way to tell for sure why a used phone was returned, but a
refurbished phone, by definition, should work like a new phone. If it does not work
like new, it was not refurbished.

Unboxed:

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The products are returned back to the seller, he/she cannot put it back into the
system since the “Seal” is broken & the box is now “open”. So instead of selling it
offline - wherein a small retail shop owner will coax you by saying that he just
opened this seal to get the mobile checked, it goes through an elaborate process.

The returned goods generally go through a Quality Check process at the beginning
of their return journey when they are picked up from the customer - the delivery
guy checks all the contents of the box & checks it for physical damages (if any) -
post that, they generally go through another level of checks before going into
liquidation. In the liquidation there are businesses that generally buy the Open Box
inventory in bulk.

Pre owned:

A certified pre-owned phone is one that has been strictly inspected for any
problems or issues that may have developed since the phone was originally
shipped from the factory. Used phone inspectors will look for all sorts of hardware
and software issues, aiming to ensure the phone is almost as functional as when it
was originally sold by the manufacturer. Certified pre-owned devices receive in-
depth inspections, where techs identify and fix problems.

2. After the categorization of the products into 3 they are further divided into 5
categories:
 A
 B
 C
 D
 E

A category:

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  As good as new
 No dents and scratches
 Functionally O.K phone
 6 Months Yaantra Warranty

B category

 Fairly good condition

 Non Visible Dents and Scratches
 No functional problem
 6 Months Yaantra Warranty

C category

 Noticeable Dents and Scratches

 No Functional problem
 6 Months Yaantra Warranty

D category

 No display issues at all

 Backpanel scratches/chrome scrathes
 Clear Visible Dents and Scratches
 No functional Problem
 Testing Warranty for 5 days

E category

 Major/Minor dot’s and spot on display

 Body Issues
 Clear Visible Dent’s and Scratches

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  Testing Warranty for 5 days
 Minor Broken Cover

Yaantra Retail App

Yaantra Retailer app is launched with the motive of providing further assistance
to all mobile phone retailers present across the country by allowing them to buy
refurbed, unboxed and pre-owned Smartphones of different brands in bulk
number. This app will facilitate retailers with heavy discounts and other hot
selling offers on the purchase of Smartphones in bulk quantity. This app will
provide users with convenience of purchasing and hassle-free transaction
experience, at their respective locations.

The app will helps in following mentioned ways:

 Making Business transaction an easy affair.

 Help in buying refurbed, unboxed and pre-owned Smartphones with ease.
 Retailers could check updated stock on regular basis and place orders
accordingly.
 Retailers will get regular hot selling discounts on the app itself.
 Bundled discounts offered with different- different MOQs.
 Retailers can shop while sitting at their own place through this app.
 It will cut down the physical exertion that retailers suffer after visiting stores
for business transactions.

How to Use the App:

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 The user has to first download the application on their smartphones through
Google Play Store. To get the access to the app, one needs to sign up by
filling up the required information including the store name, shipping
address and other required information. Once signed in, one can easily use
the application by login to it after entering the Id and password. Orders can
be added to cart or to be placed by browsing/selecting inventories
accordingly.

Payment Options:
The payment against all purchased Smartphones can be done either through
cash on delivery or through online gateways.

Shipping:
The shipping of the ordered cellphones will be made within stipulated
timeline depending largely on location proximities.

CPC (Cleaning,Packaging and Categorization)

 Unbox
 Brand Box and Brand chargers in all Sub Categories A,B and C
 Refurbished

Brand Box and Brand chargers in A,B,C

Brand Box abd Yaantra chargers in Sub category D and E

Prexo

Yaantra Box and Yaantra chargers in all Sub categories A,B,C,D and E

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 While packaging placement of chargers must be done based on the categories

Unique Selling Proposition of Yaantra:

 6 months warranty is available for all A,B and C sub categories products of
all 3 categories.
 If a mobile is repaired 90 days service is provided for the same issues
 Cash on delivery was available on the mobile orders no matter which
category.Also if a retailer who purchases powerbanks just by ordering a
phone with that they can chose for cash on delievery instead of payment
gateway method
 Door to door service was available if any customer faces any problem in the
phone.One of our executive will visit the customer’s pre informed
destination for the pick up of the phone or powerbank and will return it
within 7 days of the pickup with all the repairs done.
 5 days warranty for phones in sub category D and E

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 ACTION PLAN
The method for the study was a unstructured analysis of the market i.e. Lucknow
City. Upon the basis of our visits we were asked to collect the responses from the
retailers and wholesalers in the markets.

The process had several steps which as follows:

1. Training
2. Retailers Mapping
3. Shop Visits
4. Branding Activities
5. Generating Sales
6. Creating regular Customers
The process we were indulged in was Yaantra Retail App. Though it’s a
ecommerce website most of Yaantra’s sales are through retailers offline and
online orders instead of directly going to or reaching out to the customers.

1.Training:

During the training we were explained about several aspects of the company
like:

 Introduction of the company

 Vision of the company
 Mission of the company
 Processes under the company(B2C,B2R,Repairng handsets etc.)
 USP’s of Yaantra
 Future plans of the company

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  Competitors
 Information regarding the Retailer’s App

After that we were trained how to deal with the retailers and approach-convince
them to install the Yaantra retailers app in the customers smartphones and ask them
use it.

Also how to educate them how to use it and create interest in the application.

After this I myself trained two of the new interns from Banaras Hindu University
and Pune Institute of Business Management also was given the opportunity to train
the Area Sales Executive we had in Lucknow.

2.Retailers Mapping:

To understand the need for retail mapping we have to understand the extent of the
sales territory for the sales team we had.

We distributed the city in several markets based on the different categories of

market.

Categories:

1. Wholesalers
2. High end retailers
3. Low end retailers
4. Showrooms
5. Mobile Repair Shops
6. Second Hand Mobile Shops
7. Grey market

Below are few of the common ways to do retail mapping. It is not, however, an
exhaustive list.
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  Obtaining and referring to an existing database - Many times channel
sales managers and distributors of existing brands offer a new brand. They
end up becoming an extremely important source of this information. These
people bring with them an already existing list either in the form of a file or
their awareness of the geography. The aforementioned method is the “easy
way out.” This would help directly go to those shops.

 Traversing the geography and visiting the outlets - Every morning all the
channel managers and the employees of channel partners traverse the roads
of their respective territories. They stop at every outlet selling telecom
products. They search for posters, danglers, streamers, non-lit boards, lit-
boards and other such branding elements. They stop at these outlets and
record the information as needed.

 Upon the basis of our research we found several areas like:

1. Nakahindola
2. Gurunanak Market
3. Rajajipuram
4. Chowk
5. Balaganj
6. Thakurganj
7. Sitapur Road
8. Jankipuram
9. Bitholi
10.Nakhas
11.Vikas nagar
12.Triveni Nagar

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 13.IT chauraha
14.Nirala nagar
15.Kapoorthala

3. Shop Visits:

After the retailers mapping our next task was to visit the retailers in the respective
markets mentioned above.

All 8 interns were divided in 4 groups. The groups were LUC01,LUC02,LUC03

and LUC05.I was the part of the Group 3.

Targets for each Group:

1. To visit the shops in the respective areas.

2. Convince the retailers to install the application.
3. Educate the retailers about the company its products and its services.

4. Also help them to have a better understanding what were the benefits of
using Yaantra Retailers App and if they had any questions we were suppose
to provide solutions by us or after confirming it with the management.
5. Also taking their responses and give it to the company’s management.
6. If someone doesn’t actively installs the app the reasons for that were also to
be notified to the company.
7. Each day we were supposed to get at least 10 retailers registered with the
company.
8. Also the minimum visits we were supposed to make were 15.

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During the process my team visited the maximum markets and got about 450+
retailers. On the basis of my daily report about 93.2% retailers we visited
positively installed the app.

Registered
Not Registered

Figure: Chart showing the registered and non-registered retailers with Yaantra in
Lucknow.

As Yaantra was a new company there in Lucknow market and barely anyone knew
about it we were asked to make regular follow ups to the shops.

Our major focuses while making follow up visits:

1. Sorting out any confusion of retailers regarding the app

2. If the retailers were having problem using application we were supposed to
help them
3. If the retailer has ordered something but not satisfied we were supposed to
inform the company so that it won’t be repeated
4. Creating the trust of retailers about the company

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 5. Informing the retailers about the different new offers regarding different
categories of products and brands
6. Taking out new orders and pursuing them to look into other products and
services

4. Branding Activities:

After a month of regular shop visits , installations and follow-ups we were given
the responsibility of conducting a small branding activity for the promotion of the
company in different markets of Lucknow.

We were provided with pamphlets and posters and we were suppose to distribute
them throughout the market and also to stick poster in all the shops just so that we
could generate retailers as well as customers curiosity towards our product.

Each day we were visiting the atleast 15-20 shops and applying the posters and
distributing the pamphlets we also got some good responses from this activity
which helped us generating few orders.

Once that was done we were also asked to take pictures and forward it to the
company.

5. Generating Sales:

As my project itself was channel development it was very important we get some
sales or take orders from the retailers so that we can create a channel between the
company –retailers-customers.

What we majorly focused upon during the sales was to differentiate the market in
several segments and pitch them accordingly.

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The market segmentation was like this:

1. Naka Hindola Market

2. Preet Market
3. Amber Market
4. Galaxy Market

This is known as the wholesalers market we tried to generate bulk orders from both
online and offline channels. People over here were responsible for distributing
mobiles throughout the rural and semi urban markets of Uttar Pradesh.

Also this market had several repair shops for mobiles and a completely
unorganized refurbished mobile retailers. For their benefit they were actually
acquiring the mobiles from Delhi (Karolbagh) market but Yaantra would help to
easily acquire more products on a cheaper price with a benefit of warranty and
return options available for with that.

 Gurunanak Market
Gurunanak Market a market specifically for the sales and purchase of second
hand, refurbished and unboxed phones. We could also call this a Grey
Market in Lucknow.
 Rajajipuram, Kapoorthala,Vikas Nagar

These market were where we could high end customers here also services
like credit cards and credit services like capital first. Home credit etc. extra
were available here we could focus on all the customers whose upgradation

51 | P a g e
 cycle are small also who don’t have the above benefit they could go through
and the cheaper Yaantra smartphones.

 Chowk, Nakhas, Balaganj, Thakurganj, Dubagga and Bitholi

Here the retailers mostly keep the analog based phones and barely sell any
high end phones. In such a market it would provide retailers good margins
on low end phones also they could start with the high end phones in D and E
categories.

The above distribution was specific on what categories and channels we

wanted to use for generating sales.

We also informed the retailers about the accessories available and available
coupons.
Wednesday flash sale was the best opportunity for generating sales as every
Wednesday we had.

Discount conditions for retailers buying our phones

Discount Value Condition No. of devices Coupon Code

Rs 1000 One minimum 2 YJ1000

purchase of Rs
7500 and
minimum 2
devices
Rs 2000 Rs 200 off 10 UJ200

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 Rs 1000 Rs 250 off on 4 YJ250
Refurb
Rs 1500 Rs 300 off on 5 YJ300
Unboxed
As per Sale 25% off on Any YJ25
Powerbank

The above mentioned coupons were available for all the newly registered
customers which will be equivalent to 6000 worth of discounts which can be
redeemed by them while making their first purchase.

 Creating Regular Customers:

For creating regular customers several activities were done like:-
1. Regular shop visits for convincing, informing new offers and
products, taking orders etc.
2. Also regular follow ups by sales team and back end team
3. Giving extra discounts to facilitate and encourage them to buy
4. Also converting them to offline retailers where the variety and
benefits were both higher.

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 RESEARCH METHODOLOGY
Research Objective:

To identify the retailer’s behavior towards the refurbished mobile phones.

Research Design: This project is based on a exploratory cum descriptive study.

Data collection source:

The study is based on both primary and secondary data. The secondary information
is collected from different published materials vis. Books, Journals& websites etc.
And primary data collected by communicating with retailers through a structured
questionnaire.

Sampling Frame: Smartphone retailers in Lucknow region

Sample Size: Sampling size is 52

Sampling Technique: Sampling technique is the technique used to select the

sample size. Convenient sampling technique is used. In this, retailers are choosed
according to convenience and a series of question is asked to them.

Data collection method: Since the information was to be taken from retailer, a
structured questionnaire was prepared for studying the retailer behavior about what
they want in the market.

Analysis used:

Diagrams and Tables: Tables and charts are used to describe the data.

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1. Are you aware about Yaantra and its services?

2.Are you aware about Refurbished Phones market?

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3.Which phones have the highest demand in your market?

4.How good is the demand for Used Phones in the market?

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5.How satisfied are you in your dealings with our company as a business partner?

6.What are the most important factor that influences the sale of used phones?

7. What first prompted you to buy from this business?

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8. Of your purchases, which of the following were you most satisfied with?

9. Please rate your level of agreement with the following statements: [This
business values me as a Retailer.]

10. How would you rank Yaantra against its competitors?

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11. How satisfied are you with diversity of our product line?

12. How satisfied are you with the level of customer support we provide?

13. How satisfied are you with the availability of stock on our mobile apps?

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 Findings and conclusions
The main findings of the project are stated as under:-

 Around 70% of prospective retailers were unaware about Yaantra and its
products and services. This very fact pointed in the direction of enhancement in
the promotional scheme.

 Providing the six month of warranty for the refurbished smart phones is the
most important for the buyers and this satisfies the customer.

 Around 40% of the retailers are satisfied with the existing customer support.

 Around 20-25 % of the retailers are not satisfied with the availability of stocks.

 From the survey it is observed that with 34% of the retaliers prefer electronic
bazaar mainly due to the provision of credit schemes.

 Only 15% of the retailers are satisfied with the packaging.

 Lack of sales force

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 Recommendation and Suggestions
 Some improvements should be done in pricing schemes.

 Discount should be on dealer’s price not on MRP.

 They should follow aggressive marketing.

 Quality assurance team should check that products delivered should be in good
quality and packaging.

 Should update their stock on time based on demand.

 On credit facility/schemes should be provided.

 High focus should be done on few retailers/exclusive channels.

 Delivery charges should be dropped down to boost up the sales.

 Stocks should be replenished on a regular basis based on the demands in the

market.
 There should be a office in Lucknow with in house inventory so that we can
satisfy the demands of the retailers instantaneously.Also it would create more
confidence in the brand and be helpful for the employees as well.
 Any e commerce app or company needs a very aggressive marketing when they
enter a new market Yaantra should come up with a new marketing campaign
reaching out to people and making them aware about yaantra’s products and
services.
 Pre Sales Team should be trained properly how to handle calls and making sales
as the back end is the strength of any business in Global market now. Problem
Redressal should be on top priority on the list as this will ensure that customers
don’t leave the brand and more to the competitors.

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 The quality assurance team should and inventory managers should ensure that
the orders which are delivered should have a proper packing and the devices and
accessories should be working properly any instances where customers doesn’t
gets what he expects may create a rapport for the company not just for the retail
but for the whole market he is part of.
 Instead of pushing their products to every retailer in the city they should chose
some exclusive channel or a few selective retailers who have a good name and
expose with the customers as these retailers would seriously treat the company
and trust which is major requirement in this business can be communicated to the
consumers properly.
 Any retailer gets primary introduction to the company via Yaantra retailers app
so it’s necessary to make sure Yaantra app has no bugs and is more user friendly
to the retailer.
 Should procure high end phones like Iphones and Samsung Galaxy models and
make them available to the retailers.
 The delivery charges should be dropped down to a reasonable amount as paying
500 rupees for getting 10 pieces of products doesn’t seems like it could encourage
more loyal customers
 There should some reasonable difference in the of the phones in Yaantra
Customer App and Yaantra retailers app it would eventually bring the prices
down and encourage the retailers to buy even more. Also Yaantra shouldn’t
expect to make the same profits from the retailers as well as consumers as in this
case the roles are different and in the end it would only lead to even hiked prices
of the phones.
 Yaantra should start a aggressive digital marketing campaign focusing towards
the segment of consumer who may be interested to buy the refurbished and
unboxed phones and this should be communicated to them properly so that this
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 communication can create desire for the phones and then can finally make strong
company and consumer bond.
 Lucknow is such a huge market Yaantra should focus on the demands of
consumers instead of retailers there has been a huge growth in the demand of
refurbished mobile phones in past few years but Yaantra is blocking its growth
by focusing completely on the retailers making it completely dependent on them.
Instead it should market its consumer app and try to penetrate the market even
deeply and satisfy the customers directly with its products and services.
 Like its competitors Yaantra should also come up with credit schemes for its
retailers.
 Promotion offers are not very effective retailers barely get any benefits out of it
they should make some good promotion scheme to involve the retailers more into
the app and order more phones to redeem its benefits.

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Learning from summer training
 Learned to establish effective relationship among the different retailers

 How to manage potential channel conflicts with firm sales channel by fostering
excellent communication internally and externally.

 Leads solution developments.

 How characteristics of different markets affect the behavior of retailers in

reference of the product.

 How to analyze the retailer whether he is productive for the company or not.

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 REFERENCES

1. Introduction to Marketing Research by Malhotra & Dash

2. Marketing Research by John Boyce and Westfall
3. Marketing Management by Philip Kotler
4. www.Wikipedia.org
5. www.ibef.org/industry/fmcg.aspx
6. www.youtube.com
7. Media Reports
8. International Journal of Business and General Management
(IJBGM)

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 ANNEXURE
QUESTIONNAIRE

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