VIP BAGAS

Birds- Eye View

1) SOV- Share of Voice

2) Skybags has the highest 37% , Aristocrat- 29%, Carlton is lowest at 5% (Company Share)
3) Internal Avg selling price: Skybags Rs1478, Aristocrat- Rs 1569,Carlton Rs4570
4) Channel Distribution: Modern Trade 33%, E-commerce: 27%
5) Internal Channel Distribution: Modern Trade: Rs 1507, E-commerce: Rs1516
6) Sub- category contribution: Soft luggage upright- 34%, Hard luggage upright- 29% and
backpacks- 18%
7) Sub category contribution : Declining sales in all 3 categories by -27%, -26% and -19%

Q1. How to arrest the purchase value decline (Increase and Maintain LTV of customers)

Q2. Change in product assortment category to increase APV and Increase sales of Premium product

Q3. Channel strategy for Macro shift in weekend getaways and international travels

Q4. Competition Info

ASSUMPTIONS:

1) Demographic :
A) Target audience: Millennials
B) Target age group: 25 to 40 years of age
C) Education: Graduates, Post- grads, CA, Doctors, PhD holders
D) Occupation: Management Trainee, Mid-lvl managers, senior managers, entrepreneurs

2) Geographical: Living in Tier 1 cities like Mumbai, Bangalore or Delhi and Tier 2 Cities
Bhubaneswar, Kanpur

3) Psychographic : Independent, free thinker, well-travelled, and well exposed to

the world, tech savvy, conscious

4) Behavioural :

Knowledge: Customers are well aware of the brand

Response: Customers have a positive experience with brand thus positive response

Use: Reduced buying of traditional style suitcases

Attitude: Positive attitude, variety seeking, stylish yet durable travel lug gages
ANSWER1: To arrest the purchase value decline we can:

 Run exchange luggage program throughout the year ( Upto 25% Discount upon exchange of
old suitcases)
 Run VIP Loyalty program/ Reward Card to target buyers and create sales funnel

ANSWER2:

 Keep a track of F/S/N Items and keep plenty stock of best sellers with the help of customer
database and Analytics

 PREMIUM PRODUCTS: iPad in store to personalize the bag with colour options, materials, etc
and Name initials embossment

ANSWER3: Channel Strategy for Macro shifts in trends

 Expert salesman with cross selling and upselling techniques e.g. (cross selling a laptop bag
with Soft luggage and upselling a bags within same category to increase customer ticket size)

 Use of Pricing strategies like

 Framing effect: Buy 2 office bags and get 20% off on the second product

 Band Wagon effect: Display number of people who bought this item/liked this item (An ipad
will be kept in store to browse through products and give like/ heart emoji to track real-time
customer interaction with brand and products)
ANSWER4:

Competitor Analysis like competitors bestselling product, Average Purchase Value, In- store
strategies, their USPs and How VIP can get upper hand on the same.