BAGRI MARKET CASE STUDY

Presented By:
Sakshi Jain
Amrapali Das
Ashaann Varghese
Gunjan Kumar Choudhury
 INTRODUCTION
INTRODUCTION
Bagri market attracted
Bagri market had been the Bagri market
customers attracted
from more than
Bagri market had been
most important luggage the customers from more than
200 smaller markets spread
mostinimportant luggage 200
market the Eastern India oversmaller markets
the states spread
of West
market in the Eastern India over the Orissa
states of
for the last 35 years. Over Bengal, andWest
time,forthe
theluggage
last 35 years.
marketOver
has Bengal, Orissa and
Jharkhand. All these
time, the in
increased luggage
volumemarket
as wellhas Jharkhand. All theseto
markets were connected
asincreased in volume
distribution spread,asbut
well marketswith
Kolkata were connected
multiple and to
as distribution
relative importance spread, but
of Bagri Kolkata with multiple and
regular train services and
in relative
the totalimportance of Bagri
luggage business the regular
businesstrain services had
community and
in the total luggage business the business
had possibly increased over tradition of community
coming to had
had possibly increased over tradition of coming
time. Kolkata for their to
time. Kolkata for their
procurement. Distribution spread of
Having close proximity Distribution
Having close proximity procurement. the marketspread
has of
with major travelling theover
market has
with major increase time and
junctions thus,travelling
formed
junctions thus, formed Bagri market playedand
increase over time a
an important part of Bagri market
andistribution
important part of pivotal played a
pivotal
Role
distribution
Role
 Problem
ProblemStatement
Statement
 The dealers of Bagri market was prevented the growth of other distribution channels of Aristocrat
and the competitor companies.

 The dealer had privilege of high discount and also the bargaining power.

 The rural area and small retailers were untapped.

 Opinion conflict between employees in the organization.

 CHALLENGES
CHALLENGES

01 Bulk deal in Bagri Markets and problems on Distribution alternatives

02 Discontinuing and price reduction Problems

03 The luggage industry depending fully on the sales of Bagri market

04 Lack of Negotiation between dealers and distributors

05
Career risk of employees such as branch manager, regional manager,
sales officer. Drop in sales
 Data
DataInterpretation
Interpretation
Total Luggage sales in West Bengal (Fig. in ` Lacs)
3000 2845
2655
2500 2360

2000

1500

1000
608 682
599
500

0
2005-06 2006-07 2007-08

Total luggage Sales Total Bagri Market

Total sales in west Bengal increased by 19.16 % between 2005-06 to 2007-08

Total sales in Bagri Market increased by 13.85 % between 2005-06 to 2007-08
 Market Sahre of Luggages companies between 2005-06 to 2007-08
50.00
46.61
45.20
45.00 43.94

40.00

35.00

30.00

25.00

20.00 19.49 18.83 19.33

16.95 16.95 16.70
15.00 12.71 12.24 12.30
10.00 7.73
6.78
5.00 4.24

0.00
VIP Aristocrat Safari Samsonite Others

2005-06 2006-07 2007-08

 Y-o-Y growth percentage of luggage companies between 2005-06 to 2007-08
90.00
80.00
80.00

70.00

60.00

50.00

40.00

30.00
22.22
20.00
12.50
9.09 8.70 10.00 8.33
10.00 7.69
4.17 5.56

0.00
VIP Aristocrat Safari Samsonite Others
2006-07 2007-08
 Luggage Sales Figures of the Bagri Market Dealers bettween 2005-06 to 2007–08 (Fig. in ` Lacs)
140

120

100

80

60

40

20

DIPAK CORPORATION CALCUTTA BELT HOUSE ROYAL TRADING GARG LUGGAGE MANJUSHREE S.N. ENTERPRISE
 40
City Aristocrat
550
No. of
Sales
Dealer
 
KOLKATA 140 18
Bagree Market 108 5
MEDINIPUR EAST &
80 5
WEST
30
160
BARDHAMAN 100 12
MURSHIDABAD 30 5
100
JALPAIGURI 40 8
Rest of Bengal 160 57
140
Entire West Bengal 550 105

80
 Suggestions
Suggestions
Proper distribution management

The team should meet the people in Bagri market and

resolve the conflicts

NLS & MRP should be competitive and same

for all the distributors