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    Fancy Dreams Case Study

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    NikhilRPandey
    Fancy Dreams is a clothing store started by entrepreneur Mr. Rehman over 20 years ago. It has grown significantly but is now facing challenges. Marketing manager Ashutosh Kant notices a 20% drop in profits during Diwali and hires a firm to study customer preferences. The study finds that [1] competition has increased, [2] the original customer base has aged, and [3] children are getting bored in the store. To address these issues, the marketing team recommends improving product selection, upgrading the children's area, focusing on the customer experience over sales, and maintaining customer loyalty through membership programs.

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    Fancy Dreams Case Study

    Uploaded by

    NikhilRPandey
    61 views7 pages
    Fancy Dreams is a clothing store started by entrepreneur Mr. Rehman over 20 years ago. It has grown significantly but is now facing challenges. Marketing manager Ashutosh Kant notices a 20% drop in profits during Diwali and hires a firm to study customer preferences. The study finds that [1] competition has increased, [2] the original customer base has aged, and [3] children are getting bored in the store. To address these issues, the marketing team recommends improving product selection, upgrading the children's area, focusing on the customer experience over sales, and maintaining customer loyalty through membership programs.

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    Fancy Dreams is a clothing store started by entrepreneur Mr. Rehman over 20 years ago. It has grown significantly but is now facing challenges. Marketing manager Ashutosh Kant notices a 20% drop in profits during Diwali and hires a firm to study customer preferences. The study finds that [1] competition has increased, [2] the original customer base has aged, and [3] children are getting bored in the store. To address these issues, the marketing team recommends improving product selection, upgrading the children's area, focusing on the customer experience over sales, and maintaining customer loyalty through membership programs.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    61 views7 pages

    Fancy Dreams Case Study

    Uploaded by

    NikhilRPandey
    Fancy Dreams is a clothing store started by entrepreneur Mr. Rehman over 20 years ago. It has grown significantly but is now facing challenges. Marketing manager Ashutosh Kant notices a 20% drop in profits during Diwali and hires a firm to study customer preferences. The study finds that [1] competition has increased, [2] the original customer base has aged, and [3] children are getting bored in the store. To address these issues, the marketing team recommends improving product selection, upgrading the children's area, focusing on the customer experience over sales, and maintaining customer loyalty through membership programs.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 7

    FANCY DREAMS

    Presented by:
    Anmol Bohre
    Aparna A
    Arshe Noor
    Malavicka C
    Sharad Anand
    INTRODUCTION
    Revolves around:
     Ashutosh Kant – Marketing Manager
     Mr. Rehman – The Entrepreneur & CEO of Fancy Dreams.

    • Rehman started off with a garment


    shop in upmarket in Delhi
    Mr. Rehman • 10 yrs later following his urge to do
    something new he started fancy
    dreams

    • Marketing manager employed by


    Rehman.
    • After witnessing 20% fall in profits
    Ashutosh during Diwali decides to hire a market
    Kant research firm to study the buying
    pattern and preferences of people
    walking in the store.
    FANCY DREAMS

    Opened in 2 locations The 3 storeyed store Competitors with


    in delhi on an area of had men’s, womens similar formats came
    10,000 sq. ft. each. and a kids section. up in the early 1990s.
    • Promotional tools – print • The women’s section was • Fancy store moved ahead
    media & cable operators given a feminine touch adding 200 new categories
    • Aim was to provide a • Men’s section had polished of products.
    complete shopping wood and leather • Expansion in 3 cities raked
    experience for the entire • The kid section included in a turnover of 40 crores.
    family. garments, toys, books & a • Manpower – rose to 500 in
    play area. addition to several mgmt
    • Turnover crossed 6 crores and non- mgmt cadres.
    within 3 years.
    • Despite this, the store attracted
    nearly 40,000 customers during the
    Diwali season which was almost 20%

    ? LESS than their estimates.


    >> Being a market leader they are now faced by
    growing competition

    >> Staff now emphasize on sales which is against the


    idea when Mr Rehman first founded fancy dream
    Identify the relevant
    major problems &
    issues in this case >> The customer who made fancy dream a leader
    now their childrens age is 20+. Fancy dream had to
    upgrade.

    >> Children are getting bored causing parents to


    leave store immediately

    >> Due to the above reasons it has lost its


    exclusiveness leading to a decline in market share
    Improvise on the
    collection.

    Improvise on
    Create unique children’s play
    Brand Image. area, include
    snacks.

    Suggest a Strategy to
    rectify the problem

    Educate the
    Discounts, customer and not
    membership card push them to buy.
    etc for customer Encourage the
    loyalty customer browse
    through.

    Utilize kids pester


    power.
    THANK YOU

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