Retail Marketing

Course Code: 19MMT505A

Course Leader: V. Nagendra
Presented by : Shaik Saleem

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 A1 About the case study:
• The given case study talks about the comeback of the small
retailers. “Small business are the heartbeat of our communities –
and key to millions of jobs”. There is a myth in the small business
world, if you give an entrepreneur enough access to the capital,
they will succeed. The truth is access to technical expertise around
areas like budgeting. Marketing, customer development & supply
chain management can be just as important as financing. In fact, it
may be key to the comeback for so many small businesses right
now.
• For those of us that work in the small business arena, lending
capital or offering grant capital is the most obvious part of support
– and it needs to continue but technical guidance coaching and
mentoring often leads to the most viable businesses.

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 • In the pandemic, millions of businesses suddenly found themselves
with no customers. A cabinetmaker in New England had to make
the difficult decision to switch to manufacturing acrylic protective
barriers for retail and offices when his residential customers for
cabinets came to a halt overnight.
1) Do not rush decisions, but do make plans
2) Get in line for the Pay check Protection Program now
3) Understand how your customers’ needs have changed
4) Do some realistic accounting
5) Keep your best employees loyal.

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 A2. Advantages & Disadvantages of small retail chains over large retail
chains:
Advantages

Customer Service
Convenience
Knowledge of Customer Wants
Personal Marketing
Customers Spend More Money

Disadvantages

Difficult to Sell To
Lower Profit Margin
Impersonal
Competition
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 A3. Identify and analyse the factors influencing the popularity of
specialty retailers in many sectors of retailing.

• Environmental Awareness
• Increase in Senior Population
• Social Media
• Online Shopping
• Background
• Shopping Habits
• In-Store Experience
• Cross Channel Sales
• Makeup Category
• Industry Sales
• New Markets
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 A4. Analyse the pros and cons of a small retailer’s pursuit of a niche
strategy.
Higher ROI
Better customer loyalty
Less competition

Disadvantages
Smaller market = limited growth
A higher ROI isn’t guaranteed
Example of niche markets:
• Vegans
• Over 60s
• Graduates
• Gamers
• Single parents
• Remote workers
• Self-employed
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 A5. Propose any four ways in which small retailers such as mom-and-pop retailers
could become more competitive in the retail landscape. Give examples.
visual design. You are required to identify limitations or drawbacks during your study
and propose suggestions to overcome the limitations/ drawbacks.

• Knowing the customers

• Offer Value
• Differentiate Products
•  Get Online
• Go Social

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 Part-B
B.1 History of Big Bazaar
Big Bazaar is an Indian retail chain of hypermarkets, discount
department stores, and grocery stores. The retail chain was
founded by Kishore Biyani under his parent organisation Future
Group, which is known for having a significant prominence in Indian
retail and fashion sectors.
Big Bazaar’s marketing strategy and interesting reasons behind its
grand success
In 2001, the first Big Bazaar has opened by PRIL. The aim of this bazaar was to
offer the best monetary value preposition to clients. 
The shops less focused on brand but more on unbranded merchandises of the
same quality to give best possible trades to the customers.
In 2001, the fist food bazaar was set up in Mumbai. It paid more concern on
nutrients and food market merchandises.
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 B.2 i) strategic positioning of the retail stores

a. Enhancing brand Visibility

b. Understanding customer preferences
c. Better utilization of human resources
d. Effective implementation of marketing activities.
The merchandise Mix

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 C1. Conduct a Background study and Literature Review on Ecommerce
retailing.
Advantages of Online Shopping
• Better prices.
• More variety. 
• You can send gifts more easily. 
• More control. 
• Easy price comparisons. 
Disadvantages of Online Shopping
• Negative environmental impact of packaging and gas. 
• Shipping problems and delays. 
• Risk of fraud. 
• Less contact with the community. 
• You don't know exactly what you're getting.
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 C.2
List the factors contributing to the growth in E-commerce retailing
•  Competitive Pricing
• Product Quality
• Shipping Time & Cost
• Easy Return Policy
• Loyalty Rewards

C.3
Identify, discuss and analyse any one company* involved in
Ecommerce retailing in India. Analyse the performance of this
company in terms of (a) sales and profits and other quantitative
metrics as well as (b) in terms of customer experience and
customer satisfaction.

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 • Big Tree Entertainment, which owns and operates online
entertainment ticketing platform BookMyShow, has clocked a 27%
increase in operational revenues at Rs 300.6 crore in FY17
compared to Rs 236 crore in FY16.
• Revenues from its online ticket booking services grew faster than
the platform at 30% to come in at Rs 230 crore in FY17 from
Rs176.7 crore, in the year-ago period. However, at 30%, the pace of
growth for the online ticketing vertical has been slower than FY16
which saw the growth double for the business.

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 Thank You 

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