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GROUP NAME

Group No 8 Group No 15
• PRITESH • AJINKYA
• ANAND
• SACHIN
• ROHAN
• KHUBIR

• MAYURI

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Case

Conduct a case study on a Organized

Retail Store in Mumbai regarding
Pricing strategy.

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COMPANY

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INTRODUCTION

• Started in the year • Started in the year

1967 at Mahim 2006 at Juhu

(Mumbai)
(Mumbai).
• Owned subsidiary of • Owned subsidiary of
Mr. Nanu Gupta. Tata Sons

• Nilesh Gupta, CEO •

Ajit Joshi, CEO of
croma
of Vijay Sales
• 17 Stores in Mumbai
• 30 Stores in Mumbai
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COMMON COMPETITORS

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BRANCH DESCRIPTION

• Location • Location

• Branch Area • Branch Area

• Branch Manager • Branch Manager

• No. Of Employees • No. Of Employees

• Customer Footfall • Customer Footfall

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QUESTION FOR ARRIVING AT A PRICING

STRATEGY

• Pricing Strategy • Pricing Strategy

• Monthly Sales • Monthly Sales
• Discount Rates • Discount Rates
• Difference in Price • Difference in Price
• Customer Attraction • Customer Attraction
• Offers Provided • Offers Provided

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INTERACTION & OBJECTION

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OBSERVATION

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VALUE PRICING

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PACKAGE PRICING

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COMPETITOR BASED PRICING

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PSYCHOLOGY PRICING

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VALUE PRICING

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PACKAGE PRICING

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COMPETITOR BASED PRICING

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PSYCHOLOGY PRICING

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LEARNING'S

• Earlier, the focus wasn't • croma focuses on

there on IT products. private labels for better
Mobiles and laptops too margins
were there, but never
were a huge focus • Brand Image plays a
• Low pricing helps Vijay prominent role in
sales to overcome Consumer psychology
competition • High Price has not
• Providing a low pricing
strategy they are trying to affected there market.
acquire the market.

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• It is a family owned business • croma has backing from the Huge

and more of a local player lacks
expertise to launch huge TATA board, with experts to back
campaigns/strategies and them up , coming up with all the
implement them on the ground
new strategies and plans
level.
• But, Competition from other •
Solid planning and
electronics retailers such as implementation has helped them
Tata’s Croma, Reliance Digital
to acquire good market share in
and Pantaloon’s E-zone has
made Vijay Sales ambitious. small span.
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SOURCES OF INFORMATION

• Primary
• Here we have used the direct interview

with Manager
• Interaction with Employees when we felt
that it is not possible for us to take out
information from Manager- CHANGE OF
STRATEGY
• Secondary

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SELLING ASSIGNMENT

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DIWALI KANDIL

Sources:- Internet
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DIWALI KANDIL

• Date of Assignment 24/10/11

• No. of Kandil 30
•

Cost of Per Kandil Rs.7

• Total Cost Rs.200
• Actual Market Price Rs.20

Selling Price(approx) Rs.12

• Total Selling Price Rs.345
• Profit Rs. 145

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TARGET AUDIENCE

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