K J Somaiya Institute of Management

CONSULTANCY@SIMSR
Presents
STRATINNOVA-2021
A National Level Case Study Competition

Proposal Document For

Marketing Consulting
Required By

A Multi Brand Retail Outlet

 OVERVIEW
In the evening of 31st Dec 2020, when the world heaved a sigh of relief as the year 2020, which was
one of the worst years mankind has ever seen was finally coming to a end, Abhay and his team were
sitting in their office, going through their latest MIS reports.

To their utter dismay, it was far from what is desired and they felt that they need to think differently
in order to perform better.

Based on customer feedbacks, it was clear that the problem is not in what they offer or the quality of
products they sell, but it is their marketing strategies and a very small customer base.

COMPANY BACKGROUND
Bombay Classics is a decade old multi-brand retailer situated in 8 cities of India with a total of 54
stores, and it deals in apparels and footwear with reputed brands like Peter England, Raymond,
Levi’s, Denim, Van Husain, Arrow in clothing and with Bata, Rebook, Woodland, Red Tape and
Puma under their footwear offering. It also has Purse, Belts, Wallets and few other personal
accessories. It also has a range of baby wear offerings along with all types of product lines for both
males and females except traditional wears.

It also offers traditionally made Jaipuri Jootiya, Kashmiri Shawl and other famous traditional outfits
from various corners of the country in all its stores.

Being located in prime localities in all these cities and owing to its diverse portfolios, it attracts a
good number of footfalls every year.

Started by Abhay Jain in 2010, it initially started with 3 stores in Mumbai. The plan was to open 50
stores in next 5 years which was achieved well in advance by reaching 54 stores in 3 years. Now
they are not looking to expand their store numbers until they reach 300 Crores as annual turnover,
which they plan to achieve by 2025.

Their business operates through 3 channels:

• Brick and Mortar Stores (Standalone Stores)

• Stores in Malls
• Online Marketplaces (Amazon, Flipkart and few others)

The annual revenue generated from its stores crossed 100 Cr in 2017, making it a major player in
MultiBrand outlets in India.

As the table below indicates, company has been seeing a growth in Annual turnover every year
except 2020 (2020 can be taken as an exception).

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 However, the percentage of revenue coming from its stores looks like a problem to the management
(specially from Brick-and-Mortar Stores where there is high fixed costs). See Appendix 1

MARKETING AS A CHALLENGE
Abhay and his team has been doing a lot of marketing and activation campaigns in the last few
years. College Sponsorships/Fests, Marketing on Radio, Exhibitions in high end apartments, and
some local events in each city of their presence. They are also present on a few bill boards in all
cities they operate in. Here and there, they appeared in few web-series under Placements which gave
them a good reach among the youth. They are very aggressive in their Digital Marketing Strategies
with a lot of banners and PPC campaigns done in last 3 years.

Abhay heard about Hyperlocal marketing in one of the conferences he attended and realized this can
be a key to revive their Brick and Mortar Stores which consumes a major chunk in terms of cost in
relation to expected returns.

Also, he understood that they need to look deeper into Digital Marketing using STP techniques to
ramp up their Online presence. As his major target audience is between the age group of 18-45, he is
mooting over some unique online activation campaigns

Current Online Presence: Amazon, Flipkart, Myntra, Ajio, Tata Cliq, Craftsvilla.

Due to their best-in-class service and low returns, Bombay Classics is one of the top sellers in all the
above-mentioned platforms

Abhay also ventured into an idea where they can serve the customers through some online portals.
The idea is that everyone is using online portals for selling, but can the same platforms be used for a
great service and wow experience in sync with their ground presence and also be integrated with
these marketplaces. See Appendix 2

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 GET INTO THEIR SHOES

Based on their research, they have given the project to your marketing agency – Salhaakar Marketing
Consultancy Services (SMCS).

Salhaakar Marketing Consultancy Services is a 5-year-old company which has previously worked
for some of the famous apparel brands including some top-notch international brands.They have also
been able to formulate the entire Go to Marketing Strategy for a Singapore based ladies formal wear
company and were able to create some amazing activation campaigns for them.
Salhaakar Marketing Consultancy Services, popularly known as SMCS has been given a budget of
10 Crs by Bombay Classics (to be spent in next 3 years) which can be used for planned strategies.

1. Create a team of 2-3 people. Give your team a name.

2. This team will be a part of SMCS ‘s new division working for “Bombay Classics”.

Note: Below questions are just for indication and to give you a flow. It is not required that you
have to answer all of these. You can choose few or all of the pointers from them. You are free to
narrate any other touchpoints not listed below. However, Point No. 3 and Point No. 8 has to be
answered

1. Create a Hyperlocal Marketing Strategy including brand activations, sales strategy, process
innovations, cost cutting measures and any other measure to revive Brick and Mortar Business
Model. You can also include new ideations, concepts including Blue Ocean/Red Ocean
Strategies to do business using Hyper Local model. Every idea or campaign you present shall be
backed by detailed pricing strategy (expenses and returns over next 3 years)

2. For the above brick and mortar business, you can also suggest some ideas for In-Store
Presentation including the look and feel

3. Suggest some Segmentation, Targeting and Positioning stand for the entire Brand as a whole
including Traditional Marketing Practices and Digital Campaigns

4. Make a model (what shall the online portal contain, it’s features etc) and how shall it can be
used for Service rather than selling. For the In-house Portal, selling shall be the second priority
but service shall be the first. Also suggest measures if the platform can be integrated with online
marketplaces and if so, what impact it can create in customer satisfaction and sales turn over.

5. Suggest some Ambush Marketing and Gruella Marketing Strategies (not necessarily).

6. Please make sure that every idea or activation campaigns you present are backed by Pricing
components and potential return (by return we do not only mean in terms of sales, but also in
terms of customer reach, and awareness we can create).

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 Appendix 1: No of Stores, their category and Cities

City Brick and Mortar Malls Hub for online

Mumbai (including Thane & Navi

6 4 3
Mumbai)

Delhi NCR (Gurgaon, Noida, Greater

5 5 3
Noida and Faridabad)

Chandīgarh 2 3 1
Jaipur 2 3 1
Pune 3 4 2
Hyderabad 2 4 2
Bangalore 3 3 2
Chennai 3 2 1

Appendix 2: Annual Turnover over the years, percentage revenue on

the basis of store type

Annual Turnover 2014 2015 2016 2017 2018 2019 2020

in Crs
84 87 91 104 118 126 103
Percentage of Revenue coming from which type of store

Brick and Mortar

51% 41% 39% 34% 36% 30% 22%
Stores

Malls 38% 45% 46% 45% 43% 48% 25%

Online
1% 14% 15% 21% 21% 22% 53%
Marketplaces

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 Fixed and Variable Costs from Store Type in Crs

Brick and Mortar

21.25 24.56 23.45 27.87 31.21 33.45 36.32
Stores

Stores in Malls 23.34 24.54 25.56 26.76 26.76 27.51 31.23

Online
1.2 1.8 2.1 2.8 4.6 4.5 7.2
Marketplaces

Appendix 3A: Demographic Segmentation

Percentage of Customers
Age Group
(Physical Stores including both)

Kids (0 -12 years) 2%

12 -16 years 5%

16 -23 years 12%

23-30 years 22%

30-45 years 31%

45 – 60 years 20%

60+ years 8%

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 Appendix 3B: Male and Female

Gender Percentage of Customers

Male 69%

Female 31%

Appendix 4: Income Range of Customers in last 3 years

Age Group Percentage of Customers

< 4 Lakh 11%
4-8 Lakh 31%
8-12 Lakh 34%
12-20 Lakh 21%
20+ Lakh 3%

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 Instructions

1. A presentation in PPT/PDF format consisting of 12 slides including Title and Thank You slide is
to be adhered with
2. Participants are expected to mention the references used in the presentation
3. The naming convention for PPT/PDF submission would be:
TeamName_Stratinnova_InstituteName
4. The case study solution has to be sent to us on or before 14th February 2021, 11:59 PM.
5. The case study solution needs to be mailed in PPT format to consultancy.simsr@somaiya.edu.
6. Participants are allowed to use any tool for analysis. However, the final presentation needs to
be presented on PowerPoint along with the analytics, if any, to be practically displayed on
Excel.
7. Participants are not permitted to add their College Name/ College Logo in their PPT (Failing to
abide by this rule will lead to immediate disqualification of the team)

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