Case studies in marketing (ppt)

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Case studies in marketing (ppt)

  1. 1. AKBARALLYS Case Studies in Marketing Shreya Jain
  2. 2. HISTORY  In the year 1897, Akbarally's came in to existence. They started with Wockhard Pharmaceuticals.  They started India’s first departmental store in 1957.  They acquired Worli Chemical Works in 1959.  Started with Furniture outlet in 1963.
  3. 3. CURRENT SITUATION  We created a brand image but lack of innovation and expansion let to our downfall. However, we will now try and remarket the brand. Along with remarketing, our aim is to revive this brand.
  4. 4. Vision Our vision is to be the best retail outlet in India. Mission Serve our customers with the best quality.
  5. 5. Tagline Logo Akbarallys, “The Ultimate Experience” Our 3 main objectives: •To revive the brand. •To be innovative. •Customer satisfaction
  6. 6. STRENGTHS •FIRST TO BRING THE IDEA OF SHOPPING UNDER ONE ROOF •ESTABLISHED A STRONG BRAND IMAGE WEAKNESSES •IGNORED THE POWER OF ADVERTISING •OUTDATED PRODUCTS •THE CONCEPT OF FRANCHISE ARRANGEMENTS WAS IGNORED OPPORTUNITIES  India is fast emerging as retail hub for top brands  Organized retail is only 4.5% of total Indian retail industry THREATS  Strong competition from unorganized retail sector in India  Growing number of organized retail outlets, like Pantaloons, Westside, Hypercity, Big Bazaar, etc.
  7. 7. MARKETING MIX PRODUCT PLACE PRICE PROMOTION
  8. 8. Product •What products we offer? 1. Garments for men, women and kids 2. Cosmetics for Women 3. Accessories •Features of Akbarallys 1. Wide Range of Products 2. Organized Department wise 3. Central Location 4. Huge Investment in Redesigning the Outlet
  9. 9. PRICING STRATEGY • Price concerns the amount of money that customers must pay in order to purchase your product • It is important to have a pricing strategy that is tailored to your target market • At Akbarallys, our pricing strategy will be Penetration Pricing • Penetration pricing is the pricing technique of setting a relatively low initial entry price, often lower than the eventual market price, to attract new customers on some products
  10. 10. Price List of Brands that will be available at Akbarallys: Men Garments: Arrow, Blackberry, Zodiac, X Factor, Indigo Nation, Color Plus, Allen Solly etc. Women Garments: Bebe, Forever New, Mango, Zara, Vero Moda, etc. Kids: Ruff, Ben 10. Cosmetics: Lakme , Maybelline , L’Oreal , etc. Price Range: Men’s garment will range from Rs. 500 to Rs 30,000. Women’s garment will range from Rs. 450 to Rs. 50,000. Kids’ garments will range from Rs. 250 to Rs. 10,000. Cosmetics will range from Rs. 500 to Rs. 10,000. (Price will vary according to the brand*)
  11. 11. Place •We have decided to open only one Akbarallys’ outlet at the moment. • The main reason for doing so is that we are being cautious about the response we’ll get from the customers. • We’ll gradually increase our number of outlets Location of the Outlet: Link Road, Bandra We also have akbarally’s website for online shopping
  12. 12. Promotion Advertising through: Our approximate advertisement schedule: •1st month (2 full page advertisements for alternate weeks), •2nd month (2 Small-size ads), •3rd month (1 full page ad and 2 small ads), •4th month (1 full page ad and 1 small size ad).
  13. 13. Facebook Advertisement $30/Day for 10-15 days Rs. 30,000 Distribution of Pamphlets Rs. 20,000 Bulk Sms Rs. 45,000 Other Advertisement Tools
  14. 14. LIKE US ON FOLLOW US O www.facebook.com/Akbarallys/ @AkbarallysIndia
  15. 15. Where we did not advertise?
  16. 16. Total Advertising Cost TOI Bulk Sms Facebook Ads Pamplets Total 90,00,000 45,000 30,000 20,000 90,95,000
  17. 17. Sales Promotion Membership Cards Discounts and offers
  18. 18. Market Segmentation 1. GEOGRAPHIC (Region, Locality) – Only in Mumbai initially 2. DEMOGRAPHIC (Age, Gender, Income) - All age groups, middle income to higher income group 3. PSYCHOGRAPHIC (Life Style, Personality) 4. BEHAVIORAL (Readiness, Buying Motives)
  19. 19. Targeting A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy. Our target audience will be classified into 2 categories: 1. Middle class people 2. Higher income group
  20. 20. 1. New outlets at different locations in all the metropolitan cities across India 2. Product extension which will include consumer durables and fast moving consumer goods
  21. 21. Thank you

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