SYMBIOSIS INTERNATIONAL (DEEMED UNIVERSITY)

(Established under Section 3 of the UGC Act, 1956)

Re-accredited by NAAC with ‘A’ Grade (3.58/4) Awarded Category – I by UGC
Seat No.

Institute : (0212) SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT, NAGPUR

Programme : (021241) MASTER OF BUSINESS ADMINISTRATION
Batch : 2020-2022
Semester : III (Third)
Course Name : Retail Marketing
Course Code : 0212410315
Date : 26.11.2021 Maximum Marks : 40
Day : Friday Time : 10:00 AM to 11:30 AM
Set 1
Instructions:
1. Students are advised to read the instructions given in Section A & Section B.
2. Students should write the page number on the top-right-side of each page of answer sheets.
3. Students should write the Question Number at the middle- top of the attempted answer and
in the left column so that the examiner cannot miss out the evaluation of that attempted
question

Q. Section – A Marks Course

No. (Attempt any 4 questions from 5 questions of Section A) Outcomes
(Compulsory) Mapped
4 Questions* 5 Marks = 20 Marks
Q1 Explain the types of store layouts. Suggest appropriate store layout 5 CO4
for “Tyre retailer”. marks
Q2 “Retailing is sensory marketing.” Critically evaluate. 5 CO2
marks
Q3 Dominant theme for retailers in the 21st Century is multi- channel 5 CO2
retailing. Comment. marks
Q4 Identify retail formats operated by following store brands. Offer 5 CO3
justifications. marks
a) Big Bazzar
b) Shopper’s stop
Q5 Lot of retailers keeps food, grocery products in their store despite 5 CO3
their lower margins and hyper competition. marks
Discuss the strategic role fulfilled by food and grocery category in
various retail formats.
 Section – B (Case Study) (Compulsory) 20 marks
Q. 6 Calculate GMROI & inventory turnover of two soap brands based on 8 CO4
A following information. marks
Brand A Brand B
Anticipated Volume 10000 40000
Sales (units)
MRP per unit INR 20 INR 30
Gross Margin 40% 10%
(percentage)
Average inventory (in 25000/- 100000/-
Rs.) to be maintained in
the store
Description of brand It is regional brand. Top of the mind brand
Moderate customer for consumer.
awareness. Sometimes Brand is from renowned
Advertised in mass company. High
media. consumer demand.
Heavily advertised in
mass media.

As merchandise manager which brand will you buy? Why?

Q6 B Sangeetha Mobiles Pvt. Ltd. is South India's leading multi-brand retail 12 CO1 (4) +
chain dealing in international and Indian brands of mobile handsets marks CO5 (8)
and mobiles accessories. Founded by Mr Narayan Reddy in 1974 in
Bangalore by selling gramophone records, company has travelled a
long way over the last 43 years to be synonymous with mobile
phones.
Sangeetha offer various protection plans to customers to safeguard
their mobile phones from damage, theft and price drop. They also
offer 'Try & Buy' option for customers who want to get the best what
they invest.
Headquartered in Bengaluru, the company has 450 stores in 6 states
including most of the districts in Karnataka, Telangana, Andhra
Pradesh and Tamil Nadu.
Company wants to enter in Maharashtra state by opening a store is
state capital i.e. Mumbai.
Questions to Answer: -
a) Enlist various retail promotion tools. (4 Marks)
b) Devise the promotion strategy for “Sangeetha Mobiles” to
enter in Mumbai market. (8 marks)