Akbarally's was established in 1897 as a pharmaceutical company and later opened India's first department store in 1957. They aim to revive their brand and become the best retail outlet in India through remarketing efforts. Their marketing mix includes offering clothing, cosmetics and accessories at various price points. Their initial outlet will be located in Bandra, Mumbai with plans for expansion. Promotional activities will include print, digital and SMS advertising totaling around Rs. 90 lakhs. The target market segments are middle class and higher income individuals in Mumbai. Future plans include new outlets across India and extending product lines.

1. AKBARALLYS
Case Studies in
Marketing
Shreya Jain

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. 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. Vision
Our vision is to be the best retail outlet in India.
Mission
Serve our customers with the best quality.

5. Tagline
Logo
Akbarallys, “The Ultimate Experience”
Our 3 main objectives:
•To revive the brand.
•To be innovative.
•Customer satisfaction

7. 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•OUTDATED PRODUCTS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.

8. MARKETING MIX
PRODUCT
PLACE
PRICE
PROMOTION

9. 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

10. 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

11. 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*)

12. 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

13. 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).

14. 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

15. LIKE US ON
FOLLOW US O
www.facebook.com/Akbarallys/
@AkbarallysIndia

16. Where we did not advertise?

17. Total Advertising Cost
TOI
Bulk Sms
Facebook Ads
Pamplets
Total
90,00,000
45,000
30,000
20,000
90,95,000

18. Sales Promotion
Membership Cards
Discounts and offers

19. 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)

20. 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

21. 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

22. Thank you