Marketing Analytics Case Study:

Khurana Daily Needs

Khurana Daily Needs (K.D.N.) has been one of the most reputed grocery stores in
Ahmedabad since 2004. The store is built over an area of 5000 sq. ft and has been providing
great service and product quality that attracts consumers from all over the city. The store
experiences an average footfall of 1000 customers per month.

The store sells only sixteen different grocery products. The details and their average price are
given below:

Product Average Price (Rs.) Unit

Milk 50 per litre
Bread 28 per packet
Eggs 72 per dozen
Cookies 150 per packet
Cold Drink 85 per litre
Chocolates 30 per piece
Yogurt 35 per piece
Gums 15 per piece
Candies 25 per piece
Ready to Eat 240 per packet
Juice 110 per litre
Chips 20 per packet
Cheese 180 per packet
Cakes 30 per packet
Butter 45 per 100g
Jam 90 per bottle

Three years ago, in 2018, the store started aggregating and collecting data of walk-ins and
transactions made in a day as a part of its digitization strategy. Now, the owner wishes to
analyze this to improve sales and grow the business further. For this, she has decided to reach
out to management consultants, who could help her analyze the data collected to draw
business insights and plan strategies for growth ahead.

Can you help the owner solve the problem at hand and provide her with potential
strategies to improve her business?
Dataset provided:
A dataset of customer records of K.D.N has been provided. The dataset contains the buying
pattern of Top 100 regular customers of K.D.N for March 2021.

Analyze the data to solve the following questions:

Question 1: Draw insights from the dataset to help K.D.N increase its sales.

Question 2: Upcoming Festivals like Raksha Bandhan and Janmashtami hold great
opportunities for K.D.N. Analyze the outliers in the data given for the past month to help
K.D.N make the most of these events!

Question 3: Can you spot any association in the products bought together? If yes, mention the
associations and suggest ways to help K.D.N leverage such sales and improve its revenue.

Question 4: The Gujarat government is bracing to face a possible third wave of Covid-19 cases
between August and November. What should be the marketing strategies of K.D.M during and
post the third wave?

Question 5: To improve customer relations and retention, K.D.N. has decided to give a discount
of 5% to selected customers. Suggest customer segments which could be given the discount.

Question 6: Can any pattern be observed in the footfall through the month? If yes, what is the
seasonal pattern and suggest marketing strategies to make the best use of it.