SANTOSH KIRANA Case Study

S U BM I T TE D TO : P RO F H I T ES H MA N O CH A
 Name                                                    Roll no
Deepanshu Dudeja                                   013

Group No- Akhya Gupta

Khyati Tiwari
                                  027
                                        020
3 Nivedita Pandey                                         029
Saiyam Jain                                              052
Sourab Sharma                                           041  
 About The Case

Local retail store situated 40km from major town .

Population of the village – 632 .
Centrally located and popular.
Biggest of three outlets in Narsingarh village.
Additional customers on haat days.
Distributor of Natura visited Narsingarh.
Want Santosh Kirana to stock and sell up Natura products.
Offered new name board highlighting some of their products.
Issues for Bansi:
1. Additional working capital
2. Space constraints
3. Additional selling efforts required
Features of Santosh Kirana

Store is in the house of owner.

Store area – 150 sq. feet
Stocks and sells all daily needs and kitchen items.
Only one or two prominent brands in each product category.
300 SKUs in all.
Good customer relationship.
Products are delivered at doorstep of shop.
 Features of Natura

Products- Quality features and value for money

Price advantages to consumers, retailers, MRP, retailer margins, etc.
Promotion's support.
Distributor visit –once a week.
Prompt on the spot delivery of products.
Company credit and return policies.
Opportunities for Santosh Kirana

 Building Good image of the store

Promotion support
Distribution support
Natura Credit & Return Policy
High Margin
 Challenges of Santosh Kirana

Limited Customer
Building trust For Natura
People may find it expensive
Meeting customer changing expectations
Supply chain Management
 Additional selling efforts required
 Q 1. If you are Bansi, what will be your decision on the proposal of Natura and
the reason behind your decision?

Answer- Yes , I accept the Natura proposal for the

following reason:
 Profit margin on this product in comparison to
other product.
 Competition of the product is low because it is
unique.
 Quality of product is good.
 Extra benefits from the companies.( attractive
billboards, good return policy , good credit
policy)
 Company’s good position among customer due
to good advertisement.
 If you are the natura company salesman, how will you persuade

Que 2: Santosh kirana to stock/display/ sell your company product? If

Santosh kirana introduces natura products then other two retail
outlets in Narsingarh may automatically follow suit.

Explain benefits and features of natura product

Availability of the products.
Response about the product from the consumers.
Explain the retail margin in detail to the store owner
Give Additional benefits
Available to respond when needed
 Conclusion of Santosh Kirana
Bansi was impressed with the sales pitch of Natura , Due to
Lack of Workspace
Lack of Working Capital
Lack of Manpower.
He kept the decisions on hold.
Thank You.