Case Study:

Veda at IndianMart
Group 10 (Section A)
Team Members:
1. Manasa Kandukuri :2020SMF6608
2. Vaibhav Gupta : 2020SMF6712
3. Shubham Sharma : 2020SMF6674
4. Tejaswi Verma : 2020SMF6621
5. Kashish Garg : 2020SMF6718
 City wise Sales

1. Highest number of sales in month of June. (91)

2. Sudden spike observed in sales in Pune in month of June. (633 %)
3. No sale of washing machines in Mumbai in last 3 months.
City wise Sales Across Various Categories

1. Highest Preference for Semi variant in all cities except Chennai

2. Least preference for Auto Front variant across cities
3. Auto top and Semi variants have approx equal sales in Delhi and Chennai
 City wise Sales of Various Load Capacity

1. Demand for 8 kg variant is equal in both Pune and Bangalore

2. Mumbai has equal preference for both 6 kg and 8 kg variant
3. 10 kg is prefered the most in Delhi alone
Gender wise company preference

1. Philips and Godrej have approximately similar ratios when segregated as per
gender
2. Majority of buyers of Whirlpool are Females only
3. Kenstar lags behind the other 3 brands in the absolute number of male and
female buyers too
Brand wise Monthly Sales

1. 100% drop in the sales of Philips post-June

2. Kenstar accounted for 7% of sales throughout the year
3. 200% rise in overall demand across brands in June
City wise Brand Preferences

1. Whirlpool is the dominant player in Bangalore as well as Pune (64% of the

total sales)
2. Godrej’s presence in Delhi and Chennai is unchallenged (70% of total
sales)
Price Distribution Among Brands

1. 77% of sales in the lower price range (<=30k)

2. Whirlpool is the dominant brand in the lower price range with (<=30k)
accounting for 50% of the sales
3. Godrej is the only brand in the ultra-high price range (60-75k)
4. Godrej accounts for 60% of the sales in the midrange (30k-60k)
 Customer Rating Brand Wise

1. Kenstar has the lowest average customer rating

2. Godrej and Whirpool have an average customer rating above 4
Brand Variant vs Customer Rating

1. Low rating for auto top across brands

Return Request Percentage

1. Godrej has the highest return request percentage of 10%

Recommendations
General

1. As demand for semi auto machines are maximum, companies can

rationalise the cost of this variant to increase the demand
2. Since the sales of washing machine is decreasing in Mumbai post july
companies can roll out promotions to sustain demand
3. The Auto Front category’s market in all cities still begs to be exploited
properly to become comparable to the other two categories
4. All brand should work on the features or product specifications of the
Autofront variant

Godrej

5. Huge scope in the Male buyers segment

6. Can improve its presence in the ultra-low price range (<15k)
7. Should enquire into the reasons for high percentage of return requests
Recommendations

Whirlpool

1. Whirlpool should enter the 45k-75k price bands more aggressively since
it’s presence in that price band is negligible
2. Needs to improve its presence in the ultrahigh price range (>45k)

Philips

3. Needs to improve its inventory as there is sharp decrease in sales post

June
4. Huge scope in the Male buyers segment
5. Needs to improve its presence in the ultrahigh price range (>45k)
Recommendations

Kenstar

1. Needs to either improve its product or marketing strategy

2. need to improve their presence in the ultra high price range market
(>45k)

IndianMart

3. Should provide constructive feedback to Kenstar so that it can work on

improving its customer experience and product features
THANK YOU