This is a case analysis conducted as a part of retail management course.

1. 15/03/2018
SPENCERS RETAIL LIMITED : REPOSITIONING IN A
CHANGING RETAIL ENVIRONMENT GROUP 7 :
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2. About the Store
 Spencer's super market is the largest super market chain in
India.
 It operates through over 350 stores
 Spencer's offer its customers a customized and convenient
shopping experience in 4 different formats:
Spencer’s express
Spencer's daily
Spencer’s super
Spencer’s hyper
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3. Company at a Glance and Taste the World Concept
15/03/2018
Spencer`s at a Glance Taste The World
 Company name: Spencer's Retail Limited
 Domain: Retail
 Founded:1863
 Founders: Charles Durrant & John William
Spencer
 Headquarters: Kolkata , West Bengal
 No: of employees: more than 5000
 Parent: RP Sanjiv Goenka Group
 “ Futuristic and International
Shopping Experience”
 3 broad components
Heritage boards
Product displays
Introduction of differentiating
elements
 Initially for that they received
positive response
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4. SWOT ANALYSIS OF `SPENCER`S RETAIL LTD.
15/03/2018
STRENGTHS
 Broad product portfolio
 Special focus on brand and quality
 Successful customer engagement
programs
 Strong marketing promotions
WEAKNESSES
OPPORTUNITIES THREATS
 operating costs keeps on rising
 High bargaining power of suppliers
 Prospective retail sector
 Favorable Indian demographics( high
disposable income)
 Large format store expansion
 Competition from leading
international retail giants such as
Tesco, Carrefour, Walmart due to
approval of FDI in multi-retail.
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5. Competitors to Spencer`s Retail Ltd.
15/03/2018
Reliance Store
Pantaloons Retail
Stores
Bharati Walmart
Big Bazaar
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6. 4P`s
15/03/2018
PRODUCT
 Food , personal care
 Electrical
 Home care products (Day to day products)
PRICE
PLACE PROMOTIONS
 Wide range of qualitative products at
affordable rates
 Pricing policy (Discounts)
 Convenient Locations
 Customised shopping Experience
 Advertisements
 Mass Media Communication
 Brand Projection
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7. Retail Design Initiatives
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Storefront Design Visual Merchandising Initiatives
Feature Displays Presentation of Merchandise

8. Global McKinsey Report – Indian Middle Class
15/03/2018
According to Global Mckinsey Report, by 2015,
the Indian Middle Class was expected to spend
about 34% of its after tax income on food,
beverage and tobacco, 4% on apparel, 3% on
household products and about 9% on personal
products and services.
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9. Taste The World
 Brand the retail through it’s décor, its merchandising and it’s
pricing policies.
 Value Proposition: “futuristic and international shopping
experience.”
 82% of the shoppers SECs A1 and A2.
 Small loyal segment to Spencer’s
 Large Switching customer segments to other retailers.
 Big Bazaar; their competitor offered better prices and deals.
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10. Customer Satisfaction Survey - Taste The World
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Customer Satisfaction Survey
Except Low-end product
availability, Prices are good
value for quality, Many items
are on sale and Feels like I am
getting a bargain, in all other
factors Spencer`s tops Big
Bazaar.

11. MFLA MERCHANDISING & CONSUMER RESPONSE
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CONSUMER RERSPONSEMFLA MERCHANDISING PLAN

12. SALES AND VOLUME FIGURES
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SALES AND VOLUME FIGURES
 After the adoption of MFLA
strategy, the volume has
increased.
 However, the increase
cannot be attributed to
Staples and fruits and
vegetables.
 But, the increase came
from FMCG segment

13. Recommendations
 Increase store’s traffic and profitability
 Change perception
 Marketing mix support
 Cost versus new product
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14. Thank You
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