Com 210050

MARKETING MIX OF
‘EASY STORE’
BY
PARTH BHOGATE
(210050)
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Your Company Name (C) Copyright (Print Date) All Rights Reserved
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INTRODUCTION
‘Easy store’ is a private company and is associated with

retail industry. Easy store is available in small neighbourhood of cities in India.
It is designed for providing maximum customer convenience and offers a
diversified choice at affordable rates.
‘Easy store’ was launched in October 2012. It was founded by S.K.Singhania

and Mukul Rai(CEO).
‘Easy Store is a Private Limited Company’.
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Product
Easy Store offers wide range of products to its customers. Area of the
outlet is divided in accord with products as every product has a separate section
from which a customer can easily make a choice.
Following are some products :-
 Food items including vegetables, fruits, dairy products, frozen eatables.

 Grocery items like flour, rice, dal, sugar, salt,etc.
 Apparels for kids, male and females.
 Beauty products and personal care including soap, shampoo, cleanser,
toner.
 Kitchenware including crockery, utensils, plastic containers.
 Toys and games for children.
 Home appliances like iron, mixer grinder, grill toaster.
 Bed and bath linen.
 Luggage like trolley bags.
 Footwear for everyone including children, men and women.
 Daily essentials like biscuits.
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Price
Easy Store is a departmental store and believes in
levying an economic pricing policy for its products. The company
has taken a low-cost approach to target that group which is price
sensitive. As mass merchandise is its mantra it has kept prices at
reasonable and economic rates so that a customer can easily
purchase it. Easy Store has adopted a simple strategy of garnering
huge sales through affordable prices and keeping price range
within reach of customers is its top priority.
It offers a 5% of minimum discount on MRP at any given time on

all items except fruits, grocery, vegetables and medicines. Easy
Store has also adopted a discount pricing policy and it
periodically offers its customers various incentives and lucrative
discounts, especially during festival seasons. Customers at such
times buy in bulk quantities resulting in a huge volume of sales.
This is the reason why such stores are able to earn greater
revenues.
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Promotion
Easy Store to become one of the best company has adopted
several promotional activities. It offers gift coupons to reward its
employees and during certain periods to boost its sales, coupons are
also allotted to customers when they meet certain standards of bulk
purchase. Discounts are offered during festive seasons. Easy Store also
creates brand awareness and visibility through hoardings. Latest offers
and schemes can be easily known through its promotional activities
that are published in newspapers.
The various promotion schemes used at Easy Store are :-
 “Saal ke sabse saste 7 din”

 Hafte ka sabse sasta din “Tuesday bazaar”
 Exchange Offers “Junk swap offer”
 Future card(3% discount)
 Shakti card
 Advertisement (print ad, TV ad, radio)
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Place
Currently Easy Store operates in over 34 cities and towns across

India with 116 stores. Apart from the Metros these stores are also
doing well in the tier II cities. These stores are normally located in
high traffic areas. Easy Store aims at starting stores in developing
areas to take an early advantage before the real estate value
booms. Mr. Rai is planning to invest around Rs 350 crore over the
next one year expansion of Easy Store. In order to gain
a competitive advantage Easy Store has also launched a website
www.easestore.com, which helps customers to orders products
online which will be delivered to their doorstep. This helps in
saving a lot of time of its customers. Easy Store has set up its
stores at very strategic points to gain maximum advantage from
its locations because easy accessibility and proper transportation
facilities are very important for the survival of any outlet.
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People
 Well trained staff at stores to help people with their purchases

 Employ close to 10,000 people and employ around 500 more
per month.
 Well-dressed staff improves the overall appearance of store.
 Use scenario planning as a tool for quick decision
making multiple counters for payment, staff at store to keep
baggage and security guards at every gate, makes for a
customer-friendly atmosphere.
 If if a particular product needs internal marketing it is the people
who make sure that the internal marketing is done in accordance
to the marketing rules and also ensures that the message reaches
the right people or right customers.
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Process
Easy Store places a lot of importance on the process

right from the purchase to the delivery of goods. Right from the
moment a customer enters the store they can add the products
which they wish to purchase in their trolley from the racks.Then
the customer approaches the billing counter, which has an order
processing system and a database management software which
processes the order and generates a bill to the customer and
processes the payment.
There are multiple counters where bill can be generated for

purchases made. Easy Store also provides delivery of products
over purchases of Rs. 1000.
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Physical evidence
Products in Easy Store are properly stacked in
appropriate racks. There are different departments in the store which
display similar kind of products.
Throughout the store there are boards/written displays put up which

help in identifying the location of a product. Moreover boards are
put up above the products which give information about the
products, its price and offers. Easy Store premises are normally ‘U
shaped’ and well planned & designed.
Easy Stores also have Customer Care booth where customers can
ask their query. Easy Store even offers after sales service by giving
discount coupons to regular customers.
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Summary
Easy Store is a one-stop supermarket
chain that aims to offer customers a wide range of basic home
and personal products under one roof.
Our core objective is to offer customers
good products at great value. Easy Store was started
S.K.Singhania and Mukul Rai to address the growing needs of
the Indian family.
With our mission to be the lowest priced retailer in the regions we

operate, our business continues to grow with new locations planned
in more cities.
List of References
 https://www.marketing91.com/marketing-mix-d-mart/
 https://www.marketing91.com/marketing-mix-big-bazaar/
 https://www.marketing91.com/retail-marketing-mix/
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MARKETING MIX OF

‘Easy store’ is a private company and is associated with

‘Easy store’ was launched in October 2012. It was founded by S.K.Singhania

‘Easy Store is a Private Limited Company’.

Following are some products :-

 Food items including vegetables, fruits, dairy products, frozen eatables.

It offers a 5% of minimum discount on MRP at any given time on

The various promotion schemes used at Easy Store are :-

 “Saal ke sabse saste 7 din”

Currently Easy Store operates in over 34 cities and towns across

 Well trained staff at stores to help people with their purchases

Easy Store places a lot of importance on the process

There are multiple counters where bill can be generated for

Throughout the store there are boards/written displays put up which

With our mission to be the lowest priced retailer in the regions we

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