RETAIL CRM

1. Role of brand ( category )manager:-
Category Sales Analysis
To maintain category stock level
To understand the customers preference & enhance cust.relationship
To managing categories as strategic business units
To maintain product categories mix
To save cost of retailing

2. Sampling Method Non Probability – Purposive
Sample Sony customers (Viman-nagar)
Sample Universe India
Sample Frame Existing customers of Sony in Pune
Sample Size 100
Profile of the sample Existing Customers who gave highest revenue to
Sony

3. Methodology :-category sales analysis
The categories taken into account are:
1.BRAVIA LCD TV
2.Cyber shot
3.Handy cam
4.Home Theatre
5.DVD Players
6.VAIO Laptop
We have identified three categories (based on company criteria)
of products:
1. Higher end
2. Grow able
3. Lower end.

4. Customers
segments
Models
KLV-
Units Sales(Rs.)
Higher end 52,46,40,32-
W,X,Z-SERIES
19 18,63,100
Grow able 46,40,37,32,26,20-
S&V-SERIES
72 38,57,800
Lower end 26,19 T- SERIES 9 2,42,280
Total 100 59,63,180
higher end
grow able
lower end

5. 1. Units sold from 1st April 2009 to 30th June 2009
Fi
Unit wise distribution of product categories

6. Sales wise distribution of product Categories

7. Category Sales (Rs.) Percentage
LCD 59,63,180 59.87%
Cyber shot 17,67,400 17.74%
Handy cam 12,25,300 12.30%
Home theatre 5,05,600 5.07%
DVD Players 1,59,370 1.60%
VAIO 3,38,040 3.39%
TOTAL 99,58,890 100%
Category sales assessment:

8. Category Profit Margin(%) Sales
amount
Profits
LCD 15.5 59,63,180 9,24,292.9
Cyber shot 10 17,67,400 1,76,740
Handy cam 10 12,25,300 1,22,530
Home theatre 12 5,05,600 60,672
Dvd Players 12 1,59,370 19,124.4
VAIO 7 3,38,040 23,661.8
TOTAL 99,58,890 13,27,022.1
Profit Margin Analysis:

9. Profit Margin
Sales
Contribution
(units sold)
Most Profitable
66.55%
Profitable
30.05%
Less Profitable
but desirable
3.39%
174 (Cybershot &
Handycam)
Reactive
Marketing
164 (BRAVIA, Home
Theatre & DVD
Players)
Proactive
Marketing
7
(VAIO)
Accountable
Marketing
Category wise relationship marketing framework

10. 1.Basic marketing: The shop front assistant (SFA)
simply sells the product.
2.Reactive marketing: The SFA sells the product and
encourages the customer to call if he or she has
questions, comments, or complaints.
3.Accountable marketing: The SFA phones the
customer to check whether the product is meeting
expectations. The salesperson also asks the customer for
any product or service improvement suggestions and
any specific disappointments.
4.Proactive marketing: The SFA contacts the
customer from time to time with suggestions about
improved product uses or new products.
5.Partnership marketing: The Company works
continuously with its large customers to help improve
their performance.
Suggested marketing strategy

11. The project if carried out successfully
will help Sony in following ways:
1.Maintain Merchandising mix
2.Maintain Inventory level
3.Discount / offers
4.Cost reduction
5.Promotional strategy
6.Enhancing customer relationship