MARKETING PLANNING

CASE STUDY – VIJAY SALES

So the reason I choose this because I felt it’s a company from Delhi as it has a
good presence in Delhi ncr but it’s from Mumbai

It is a chain of electronic stores all across the country. It was started by Nanu
Gupta born in 1960’s in Haryana, left for Mumbai at age 18 to find work.
Having worked with an Usha International distributor, he knew the consumer
durables business. He started on his own by trading the same sewing machines
and fans he had dealt with earlier. He founded Vijay Sales

Gupta borrowed Rs 2,000 from family and friends to set up his first shop in
Mahim in 1967. It was a very small shop. But The outlet now covers 40,000 sq.
ft. and has become a benchmark in the city. Vijay Sales is presently managed by
the next generation with the son Nilesh Gupta

USP in early days- “It was not easy to get customers as there was strong
competition even in those days. they kept all the TV sets on at their stores
unlike rivals, who switched them off. This was a way to attract shoppers

1982 – boom time as color tv was introduced . They expanded their operations
gradually and opened new stores and added new products to its showrooms.
Vijay Sales was the first to introduce the display concept to customers in
Mumbai. The business increased and by 2006-07

Threat 2007-08 when big retail chains opened up in india like croma , reliance,
future group etc. But they had faith and opened new stores in other cities like
pune ,surat, delhi

100 cr (2000) to 500 cr .(2008) to 5000 cr in 2021

one time an old customer visited our Prabhadevi branch and said that his father
used to purchase products from Vijay Sales and now he has come with his
granddaughter to purchase a mobile on her birthday, . The story inspired Vijay
Sales employees so much that they shared it with the advertisement team and
they made a TV commercial based on this.
Vijay Sales stocks its goods in warehouses that supply to all the 110+ stores.
That helps it sustain optimum inventory levels, without over- or under-stocking
any item, besides decreasing warehousing costs.

Nilesh Gupta – known for his technical knowledge and how to get customers.

Ashish Gupta –
Karan Gupta is a 2018 BSB-finance graduate from Kelley School of Business,
Indiana University (USA), Karan joined his family business Vijay Sales in 2019
after gaining on-ground experience at Vijay Sales stores. Even though the
company already had an existing E-Commerce website VijaySales.com, post
the pandemic Karan wanted to intelligently capitalize its offline brand value and
53-year-old legacy to help loyal customers shop anywhere, anytime. Going
further, he envisions making Vijay Sales a successful omni-channel retailer 

“Today, they try to beat the competition by bringing in branded flat panel and
plasma TVs even before companies start advertising the new models.
Today they have 110 stores across the country and an Employee base today –
3000. Product category – 3500+