Retail Management Project

Submitted By: Group 6

Harshavarthanan S- 2110023
Anish Vats- 2110075
Anishka Singal- 2110005
Ayushi Chauhan- 2110081
Dhruv Gandhi- 2110016
Primary Research

Interviewed the Store Manager and took a survey of consumers

Total Respondents: 25

Demographics of Wildcraft Users in survey & as conveyed by store manager

25-35 Age 65% Male | 35% Female

(From survey & store manager)

Urban & Suburban Equally divided among all categories from

Less than 5 LPA to More than 15 LPA
Buying Behavior

Customer Journey

When do they buy? Where do they buy?

(Travel Accessories) (Wildcraft Products)

Offline dominates Third-Party Ecommerce like

(Webrooming is dominant) Flipkart, Amazon dominate
Buying Behavior

Customer Journey

In-Store Behavior

Most sold product- Bags followed by Clothing

Quality is valued more
(Survey & Store manager’s info)
Buying Behavior

Customer Journey

Cart Size Time Spent

1000-2000 Rs
15-30 Mins

Avg Bill Value stated

by Store Manager:
3000 Rs
Buying Behavior

Customer Journey

Competitors & Loyalty

Wildcraft: 48% of respondents favored

Major Competitor: Sky Bags (40% of respondents favored)
Other Competitors: Decathlon, Reebok etc

Almost 90% respondents are likely and very likely to

recommend wildcraft products to others
Trading Draw

Visakhapatnam

Core Customers: 20-35 Age

Population of core customers in Vizag - 11,60,727 (36.94%)
Demographics of the core customers:
Male - 5,68,075
Female - 5,92,652

Potential Expectation= Number of households* Average number of visits * Average bill value

No of Households = 10.97 lakh (average 4 person per HH)

Average number of visits = 18 per day (From Store Manager)
Average bill value = 3000 (From Store Manager)

Potential= 5923.8 Crores

Trading Draw

Visakhapatnam

Catchment Potential of Existing Store in Vizag (Siripuram)

Available Data Assumptions

• Average Bill Value- 3000 Rs • Radius- 10KM (only store in the city)
• Average Daily Walk-ins- 18 • Population Density of this area- 420
(slightly higher than the average)
• Population Density- 384

Potential= 3.16*8*8*420*3000*18= 84940.8*3000*18= 458.6 Crores

In Vizag City, For every 84940 people, 1 store can be opened

Vizag City Population= 2.26 Lakh

Total Number of stores to be opened= 3
Trading Draw

Visakhapatnam

Current Store Location: Siripuram

Probable Second Store Location: Madhavadhara

Why Madhavadhara?

• Competitor Location (Decathlon)

• More brands in other categories, more footfalls
• More number of households
• High traffic flow
 
Madhavadhara – radius of 4 km, total
population density = 384/sq km,
Population density of Madhavadhara is
384*3.14*4*4 = 19,292
Potential= 19292*3000*14 (since it’s outside
city)
Potential= 81 Crore
Store Formats

PROs CONs

Airport Store More people travelling, Inventory Issues, store

accumulated at one size will be less, store
place. Will act as both- frontage area will be
retail store and branding. less, logistics issues as
Higher chance of airport will be far off from
conversion rate the city, high rent

Mall More traffic, demand for – heavy competition,

all product lines will be selection of store’s
there, more visibility, location will be critical,
easy competitors rules and regulation of
analysis mall, footfall of mall will
be critical
Store Formats

PROs CONs

Normal Retail Best location can be Less footfall, theft and

approached, own damage, lower visibility
promotional activities, less
competition, negotiable
and less rents, renovations
and interiors, better
inventory management

Warehouse Store All product line showcased low visibility, generally

(Walmart) at full visibility, heavy located at suburbs, huge
product categories can be land requirement, high
placed easily, best security
inventory management,  
can act as both –
warehouse and store

On the basis of our analysis, the two store formats that we will be choosing are Mall and Normal Retail
Store. There are more pros than cons in these two formats. Also, there are less regulations and easy set
ups for these locations.
Thank You