Retail Marketing Assignment 1 Varun Rajaram, Vamsidhar Bandi, Akash D Sachan, Kalyan V B H 1.

Total stores (show map) in the Sunday Market (which are not permanent)
Shopping bag Bedsheets Bangles VCDs DVDs Garments Kids, Caps, Kerchief Bangles Locks Chappal Locks Kitchenware Biscuits Plastic Biscuits Coir threads used in traditionalKhatiya Belts Bedsheets Mirrors Cups, Chinaware Coir Gutkha Make-up stuff used by women Shoes Kidswear VCDs Bedsheet Ladies bags Womens wear Crockery Shoes Multiple cloth stores Kitchen ware Locks Glass bottles, electronic dump Steel equipment, Trunk, Suitcase Shirt piece Jeans Belts, Bags, Plastic, Googles Cloth (Fixed and variable price shops) Bags Medicinal powders, JadiBhuti Dhaniya, Red Chilly Cloth piece Tea Stall , Juice, Semiya Chappal, Footwear Fruits Vegatables Tshirts Remotes, Cellphones, Calculators Glassware Color cloth Satin , Cotton Perfumes, Face powders, Fairness cream Mens Wear Perfume Bag Shops Shopping, Student bags Exclusive Chappal, footwear CFL lamps and other used Electricals

2. Nature of Products being dealt with, price points, places of sourcing and profitability. As is clear from the above store map, the nature of products sold is mainly utilitarian and everyday use items. Most of these items are sold at throw-away prices as compared to what the customer would get in nearby retail shops. Below are the details for some of the shop families:
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VCDs/DVDs o Sold at about 20/- per piece o Wide variety of products. Predominantly Bhojpuri movies/albums and Islam/Quran prayers. Not too many latest Hindi movies available. Shoes o Leather taken from local markets and shoes are hand-stitched at home o About 2-4 pairs sold in every Sunday market. o Sold at about 150/- per pair. On a good day makes a profit of about 250/o Since most shopkeepers work elsewhere on weekdays this model is profitable for them. T-shirts o T-shirts sold mainly for youngsters. o Purchased from local wholesalers at Nishatganjand Nazirabad. o Bought at 60/- 75/- per piece and sold at about 135/- per piece. o Lack of loan is impacting the profitability as the shopkeeper cannot move up in the supply chain due to this. Perfume o Sourcing from Kannauj(Perfume capital of India) or Kanpur or Mumbai or Delhi o High profit margin of 30-40% o Wide range of perfumes from Rs.5/- to Rs.100/o Shopkeeper is a student himself so comes to the market only on Sundays. Hence, this profit margin suits him well. Mens wear o Bought from local wholesale market o Goods sold at 50/- 60/- 75/- 90/o Mostly fixed price as the margin is low Plastics, Combs and Miscellaneous items o Sold at a fixed price of 10/- . Fixed pricing and no bargaining allowed. o 1/- Profit on most of the items. So margins are very low and scale/volume of sale is crucial Biscuits o Handmade biscuits of about 5-6 varieties are sold. o High sales in Sunday markets of about 1200/- per day. o Profit margin of 10/- per kg sold. Coir used for Khatiya Bed o Profit of 1/- per kg. o Sales of 100/- per day.

3. Customer Profile Demographic, Economic, Lifestyle (what do they get here) a. Demographic i. Students between the age 17-28. ii. Women (married/unmarried) between the age 17-40 . Mainly Muslim women. b. Economic i. Mid and low income group people. c. Lifestyle i. Value conscious and fun loving populace 4. Customer Preferences Store wise, Product wise, Price wise. Alternate avenues for shopping(product wise) o Price wise o In the fixed price stores the customers do not look at bargaining. They mainly look at the utilitarian aspect of goods on sale. o People tend to bargain more in stores that offer relatively pricey goods or cloth stores. o Product wise o For electronics customer come with specific preferences. The group had noticed seemingly rustic people getting into technical details of the mobile phones like 4GB Memory 2GB Memory etc. o In footwear more customers were seen at larger footwear stalls than the ones that sell only one variety of shoes o For VCDs and DVDs customers insist on playing the DVD to check if it is in running condition or not so most shopkeepers had put up TVs and DVD players on their shopping carts. o Store wise o Stores that are larger and with better display had more crowd than others. The impact of good display was seen more in cases of stores selling items like kids wear and ladies hand bags. o Stores which sell juices, lemon water etc had a lot of footfall as well due to the hot climate.

Customer Experience
The primary people who shop in these of market are typically those people who have a lot of economic constraints and cannot afford costly goods. Such markets are boon to these type of consumers are they can find a lot variety of good at one place for an affordable price. People with small income but have desire to use modern items like beauty products and cloths of new fashions can find plethora of such items in these weekend market. The quality of the product may not be so good, it will be often a fake or imitated product but still consumer is happy to use the product and has a satisfaction of going along the other strata of society. Any person who is visiting this type of market for the first time is simply amazed to find the kind of products you can find for sale in these markets. Right from the old gramophone to a mobile phone and all sorts of daily products are available in these markets, not forgetting the beauty and fashion

products. The consumer is happy to shop in the market as he or she can find all sorts of products in one place, someone coming along with his family for them it s a kind of outing where they can shop and then eat street food or local cuisines often sold near these shops. There is often huge scope of bargaining in this type of market often going to the tune of 30-35% which brings further satisfaction to the consumer as they feel they have got value for the hard earned money they have spent.

Challenges faced by retailers and how do they cope with ( need to work more on this)
The various challenges faced by retailers are: 1. They need to pay a big amount of their income as the rental space in the main market, the outer place where there is no rent the customer come in lesser number 2. Monsoon is again a big challenge. Bigger retailers try to put temporary rain cover on the top of their shop, but still their business gets hurt as less people come for shopping during that time and also they sometime need to squeeze the shop size to prevent rain from affecting their product 3. There is a large amount of competition which these retailers have to face, as there will be a large number of shops selling same product. It becomes extremely difficult for them to differentiate from the other shopkeepers. 4. Although margins can be as high as 35% but still total earning is often very less because of less amount of sale happening

Innovation in terms of display, attracting footfall, customer handling, product and supplier selection, pricing etc.
Some of the innovation which were used are as below 1. Use of Television for checking the CD and attracting customers in CD-DVD shops 2. Systematic and attractive display of clothing items and use of small mannequins with face in some of the shops 3. Attractive schemes of selling all items at one price (10 rs. For all items)to attract customers 4. Getting items from industrial places like Kanpur directly to attain higher margin. Some thus were thus not using an intermediatery who took at least 10% of margin. 5. Most of the shops allowed bargaining which made customer happy in way that they have purchased good in the right price.