Group Assignment

Marketing & Retail Analytics

MRA_GA_Group 5: Zafar Ansari | Vinay Saxena |

Rajan Srivastava | Rashmi Sharma

14thOctober 2017
 Consumer behavior over different times of
the day

Observations
 Sales start at around 9 am in the morning and peaks between 7 to 8 pm in the evening
 Categories which contribute to the sales (92%) are
o Food
o Beverages
o Tobacco
Recommendations
 There is a dip in business at 9pm in the night being dinner time. This slot also be converted into good business hour If Great café can
add dishes to its menu which can cater to the people looking for light dinner.
 Consumer behavior over different day of the
week

Observations
 Weekends Friday, Saturday and Sunday see the an upwards trend in terms of sales with peak on Saturday crossing the 5Mn
 Categories which contribute to the peak sales are
o Beverages
Recommendations
 Great café can launch special schemes / discounts during the weekdays like on Tuesday / Wednesday to enhance sales
 Items that can be taken off the menu

Observations
 23 items on the menu contribute to more than 50% of the overall revenue
Recommendations
 Great Café can discontinue items which are contributing less than 2% individually to the overall revenue
 Monthly Sales trend

Observations
 On observing the sales data (Monthly per day basis) it is found that Great Café sales went high on 31 st December 2010 represented
by topmost dot and several others are present.
Recommendations
 Great Café should be geared to support the identified “SURGE” days so as to optimally utilize the opportunity to the benefit of the
organisation – Special campaigns on basis of “Market Basket” can be planned for the “SURGE” days.
In order to find the combos we will analyze the top 10 selling
items across menu
 Items most frequently occurring together
on bills
Combo 1 Combo 2 Combo 3

Recommendations-
Our recommendation is basis the items most frequently sold together on the bills
Combo1- is a food item, with hookah, mint and a beverage
Combo2- is a beverage item with hookah and it’s flavour
Combo3- is a coffee with hookah
Recommendations-
• Out of the seven
primary categories,
>90% sales is
contributed by just
three categories -
Food, Beverage &
Tobacco.
• These three need to
be focussed and
consolidated by
enriching the
product lines and
sales through
alternate channels
over and above the
conventional ones.
Recommendations-
On Analysing the prices for a
period of Feb 2011- Mar
2011
When
• Price Decreased - Sales
Decreased
• Rate Increased - Sales
Increased
• Rates Increased - Sales
Decreased
• Rates Decreased - Sales
Increased

We analysed it further as per

our findings which says
almost 92% sales constitutes
to three categories.
 Items that can be taken off the menu

Recommendations-
It is shown here clearly
with top 25 Food
items, those falling in
the quadrant where
even after lowering the
prices items has not
performed in terms of
Sales .
 Items that can be taken off the menu

Recommendations-
It is shown here
clearly with top 25
Beverage items,
those falling in the
quadrant where
even after lowering
the prices items has
not performed in
terms of Sales .
 Items that can be taken off the menu

Recommendations-
It is shown here
clearly with top 25
Beverage items,
those falling in the
quadrant where
even after lowering
the prices items has
not performed in
terms of Sales .