grp_1_foodworld

8/7/2019 Grp_1_Foodworld

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SUBMITTED BY: GRP-1

ANMOL SAHNI -9100CHINMAY JAGGA -91013

GOKUL NATH -91019

NEHA ARYA -

RAJAT RATHOREMANISH.T.N.SINGH -91053


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Target SegmentMiddle and upper middle class families

Findings Supporting thisPrimary decision maker are generally housewiveswho go for planned purchase in the beginning ofthe month with budget of almost 1000-1700


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Value propositionStore ambience and fitout, offering of top brands in

market .

Findings Supporting thisAs per respondents relative importance of various

attributes

Most imp.-location, extra facilities

Imp.-Quality of products , shop

ambience


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Merchandising facilitiesTo carry every item of requirement of typical

target household

Findings Supporting thisMonthly purchases by housewives were aplanned activity.

Most preferred option byrespondents is value for money

store that has wide variety and

range of grocery items


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Location of outletsIn shopping area of locality with minimum 6000

households nearby.

Findings Supporting this

In metros especially, preferred retail outlet waslocated within 10 minutes of

walking distance


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Q 2 Store name

Food world

Spontaneousassociation was in

lines with theproducts that thestore intend tohave i.e. food items

Perceived as storeofferingquality,variety andtargets middle andupper middle class

Spencers

Association wasnot appropriate,

soft drinks,complex ,books.

Perceived asexpensive

Spencers foodworld

Perceived as asection in Spencer'sstore rather than aseparate store

Targets gradehigher than foodworld shopper


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So here Food world as the store name is clearlyappropriate because umbrella branding isimpacting negatively.

Also the name Food world had an immediateassociation with the middle class consumer


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Category management looks at following Issues

What items should be carried

in what quantities at what prices in which stores where in the store, how much shelf space should beallocated what level of advertising isrequired and so on.


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Category DescriptionConvenience

Can Fruit,Can Veg, Noodles, Tinned milk, Cigarettes,Frozen Foods, Hardware

Destination

Cereals, Pulses Flours Edible Oils, Dairy Products,Vegetables

Occasional Paper Goods, Pet Food, Batteries, Misc

RoutineSpices, Biscuits, Jams, Baby Foods,

Liquor, Detergents, Skin Care, HairCare,Shaving Needs, Baby Needs


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Specialty category- medium to high rangewidth.

Other categories high range width

In any category there has to be minimum of 2brands.

In any category maximum SKUs to be

restricted to 3000.


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Here categories are complimentary to eachother ,some generates high volumes some highmargins.

Here hardware and home appliances havehighest average margins but volumes soldwere low resulting in lowest contribution tototal revenue and opposite is the case withstaples since they have comparatively

higher frequency of purchase


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Loss making store No.6

This can be due to the trends in performance ofstores over the years. Since store 2 having less

trading area and same store type as that of 6 ismaking considerable profit as it is opened in 96.


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Loss making store No.5 and 8

This is because of low sales as no 5 and 8 are Ctype store based on sale


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Loss making store No.5

It has lowest operating expenses comparativelybut then also its in loss its because of low sales

and lower gross margin


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Bangalore has comparatively highest operatingexpense.

There is not a single big outlet in Hyderabad.

In Bangalore despite having 8 retail outletsthere is less overall profit thanChennai


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Optimum utilization of area-Since there is adifference between Total area and the TradingArea

Big outlets can be opened in Hyderabad as apart of expansion strategy since potential of itsmarket is clearly visible.


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grp_1_foodworld

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