07 Jan 2022

Rules for Round 2 are as follows:

Make a five slider solution to the case provided.
The five slides are excluding introduction/index/citations.
The pdf/ppt needs to be submitted on D2C event platform.
Round 2 is an elimination round.
Only the team leader, who registered the team, will have to
make the submission.
The decision of the organizers will be final and binding for all
participants.
For any clarifications feel free to email at:
chankayneeti@gmail.com
Plagiarism or any deviation from the above rules will result in
immediate disqualification.
Retail.Ai

Go to Market Study
Retail.ai is an AI based startup which converts data into reasonable insights. The firm
has been around for about 7 years, making significant forays in the tier 1, tier 2 cities
related to insights clients in retail Apparel.
Retail.AI, thus with time, has built a strong foot hold with Retail Apparel stores. These
store owners typically have franchises and own 2-3 outlets in each city. They cater to
the mid to premium segment of customers, witch SKU price range of INR 1500- 8,500/-
Retail.ai analysis the consumer purchase data, using their name, phone numbers,
email IDs, cities, purchasing history and website/ app browsing history if available.
Retail.ai has a simple data strategy: extract>experiment> Infer.

Extraction of data is via the above sources mentioned and cross referencing them
with any other publicly available dashboarded or baseline reports available related to
consumer data.

Experiment is trickier, they set up simulated situations calling them sims(After the
famous game), and use multiple scenarios to see how the consumer will react to
changes to product design, retail pricing, store architecture, store décor, store timings
etc.

Infer, is what you can comfortably infer.

Retail.ai produces BI dashboards as well comfortable to be viewed on tablets and

mobiles, for store owners, who can see changes to consumer behavior real time on
their devices, and can determine changes as well.

Retail.ai now wants to enter the world of grocery and food chains, for the same
region. So instead of retail apparel, it will now have super markets as its clients.

You are a strategy consultant, hired by retail.ai, and will assist them in their journey to
competitive advantage through your structured thinking and analytical insights.

Case Questions :
1. What is Retail.ai ‘s company profile?
2. What kind of requirements do you think the grocery and food chains have w.r.t
ai?
3. What are the pros and cons that Retail.ai already has in order to enter this new
market segment?
4. Devise a 3 year strategy for retail.ai to gain market strength in this new market
segment.
Notes:
1. Brevity in all core slides preferred. Feel free to add additional slides in appendix
2. Take an example of any 2-3 cities as the consumer base (fulfilling tier 1-2 city
requirement)
3. Refrain from making assumptions without referencing a baseline report or data
(e.g. demographics data, # stores in a city, # products in a store etc.)
4. However, where no data available, feel free to make guestimates (With
reasoning and approach explained in appendix)
5. This exercise is more a view on strategic thinking rather than number crunching.
Try coming up with relevant or (new!) frameworks that help you explain
6. Additional pointers for storyboarding and structure of deck