Answer 1:-

Major Retail Outlet for the BOP Customers in the RURAL AREA for a
shopping area of approx. 5000 sq.feet
Product Mix: Daily needs including Groceries & Agricultural Products,
Apparels for Family Wear, Family Footwear, Toiletries, Pharmaceuticals (OTC
Products), Stationery, Commutation & Communication Products. It will also
offer Fertilizers & Agri. Inputs, Small Farming Equipment and Irrigation Items.
Place Mix: Locations will be the rural regions in major metropolitan cities like
Delhi, Mumbai, Kolkata, Hyderabad and Bangalore and will then expanding to
further regions. The rural regions will be villages in the outskirts with minimum
competition.

Name of the Retail Outlet: “AAP KA BAZAAR” The name is simple and easily
understandable. Also, it has a sense of connect with the people. The Hindi touch
of the word would connect with people easily irrespective of their literate
qualification. It has something they can connect with their own.

Specific Products: Small sizes or sachets for toiletries like daily use products of
toothpaste, shampoo, soaps. Brands should be according to the minimum price
level which can be afforded by the people which can estimated after proper
research. Examples Brands like Tata and HUL have many offerings for the BOP
market.

Advertising and Sales Promotion:

1. Pamphlets in regional language
2. Announcement in mikes throughout the area using rickshaws, vans or bullock
carts whichever is widely available
3. Connecting with the locals in groups and explaining the store features and
advantages they’ll receive rather traditional shopping (Bulk discounts,
convenience and easy availability)
4. Jingles made and available in radio channels to be heard by the locals

Product Sourcing:

1
The product sourcing should be done through manufacturers who are nearest to
the location of the retail outlet as the distribution will be easy and hassle free.
The nearest delivery route will ensure less damage to the products.

Answer 2:-
Locations State/City wise:
Delhi – Mahipalpur because it is one of the major labor hubs in Delhi
Mumbai – Girgaum is the oldest chawl in Mumbai comprising the specific
Target audience of our BOP customers
Delhi and Mumbai is said to have the largest labor hubs in India, later can be
expanded to different cities
Name of the retail outlet:
“A-One Plaza”
A-One stands for all in one and also can be understood as number one defining
the superiority. It’s simple and easy to remember. The Target Customers are
Factory Workers, Office Workers at lower level, Small Business Operators/
Traders, Drivers, Watchmen etc. who are thriving for a better life so they would
aspire to shop from here.

Product Mix:
Products would be which are specifically made for BOP customers something
which are affordable and is of utility to them. For example, Lehar products of
Rs.2 and Tata Drink of Rs.5-10

Advertising and Sales Promotion:

1. Hoardings near their residential clusters
2. Distributing pamphlets in easy language preferably regional language like
Hindi
3. Big Saver sales promotions like buy1get1free or big discounts

Product Sourcing:

2
The product sourcing should be done through manufacturers who are nearest to
the location of the retail outlet as the distribution will be easy and hassle free.
The nearest delivery route will ensure less damage to the products.

Answer 3:-
A Motor Cycle Company having its Showroom in Ghaziabad wishes to offer its
Cheapest Popular Model (meant for masses) to the Villages around Ghaziabad.
Distribution Strategy:
1. Reaching the targeted and populated villages
2. Collaborating with Retailers for distribution
3. Understanding the peak demanding seasons and increasing the distribution
channels through local retailers
4. Setting up small offices of the company and taking bookings for the
motorcycles

After Sales Service:

1. Free Service and repairing up to 1 year nearby selected car mechanic stores in
the region of the customer
2. Helpline number for any kind of assistance needed
3. Availability of exchange program up to 5 years in the company stores