Scribd Logo
Upload

Welcome to Scribd!

  • 9 views

    Retail Marketing

    Uploaded by

    Adib Mustafa
    This document analyzes the feasibility of opening a new kitchen supplies store called Kitchen King in Airoli, Mumbai. It examines the target customer demographics of young working professionals aged 30-50 with household incomes of 8-12 lakh per year. The primary catchment area is within a 3km radius, with secondary and tertiary areas extending another 3km each. The document outlines plans for merchandising, assortment, store layout, marketing and promotions to target and attract customers. A financial feasibility analysis is also presented, making assumptions about projected sales, costs of goods sold, rent, salaries, promotions and more to determine the viability of the new store.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content

    You might also like

    Retail Marketing

    Uploaded by

    Adib Mustafa
    9 views10 pages
    This document analyzes the feasibility of opening a new kitchen supplies store called Kitchen King in Airoli, Mumbai. It examines the target customer demographics of young working professionals aged 30-50 with household incomes of 8-12 lakh per year. The primary catchment area is within a 3km radius, with secondary and tertiary areas extending another 3km each. The document outlines plans for merchandising, assortment, store layout, marketing and promotions to target and attract customers. A financial feasibility analysis is also presented, making assumptions about projected sales, costs of goods sold, rent, salaries, promotions and more to determine the viability of the new store.

    Original Description:

    Kitchen King retail marketing

    Original Title

    Retail Marketing ppt

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    This document analyzes the feasibility of opening a new kitchen supplies store called Kitchen King in Airoli, Mumbai. It examines the target customer demographics of young working professionals aged 30-50 with household incomes of 8-12 lakh per year. The primary catchment area is within a 3km radius, with secondary and tertiary areas extending another 3km each. The document outlines plans for merchandising, assortment, store layout, marketing and promotions to target and attract customers. A financial feasibility analysis is also presented, making assumptions about projected sales, costs of goods sold, rent, salaries, promotions and more to determine the viability of the new store.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    9 views10 pages

    Retail Marketing

    Uploaded by

    Adib Mustafa
    This document analyzes the feasibility of opening a new kitchen supplies store called Kitchen King in Airoli, Mumbai. It examines the target customer demographics of young working professionals aged 30-50 with household incomes of 8-12 lakh per year. The primary catchment area is within a 3km radius, with secondary and tertiary areas extending another 3km each. The document outlines plans for merchandising, assortment, store layout, marketing and promotions to target and attract customers. A financial feasibility analysis is also presented, making assumptions about projected sales, costs of goods sold, rent, salaries, promotions and more to determine the viability of the new store.

    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 10

    KITCHEN KING

    - KITCHEN ESSENTIALS

    GROUP 10
    NILADRI BANERJEE (G006)
    MOHD. ADIB MUSTAFA (G042)
    NAMRATA NANDAKUMAR (G044)
    DESIREE PEREIRA (G047)
    JOHN VITHAYATHIL (G065)
    CATCHMENT AREA ANALYSIS
    Population : Roughly 2 Lakh people Store Location: Airoli
    n
    Populatio
    Near Mindspace
    30-50 year old Men, 25-45 year old
    Women
    hics At a distance of 5 km from D-Mart,
    Demograp Household income – 8-12L p.a. (min)
    Airoli (biggest competitor)

    on
    D-Mart, Other small stores Why?
    Competiti • Proximity to young working
    professionals
    Current Long check-out queues, Sparsely • Increasing population in the area
    Shopping disbursed stores due to cheaper cost of living
    Experience

    Current Setting up new homes, Gifting purposes,


    Shopping Repairs, New additions/replacements to
    Behavior kitchen utilities
    Primary Catchment Area (75%
    visitors):
    3km radius (30 sq. km area)

    Kitchen King

    Secondary Catchment Area (20%


    visitors):
    3km radius (30 sq. km area)

    Tertiary Catchment Area (5%


    visitors):
    3km radius (30 sq. km area)
    MERCHANDISING PLANNING

    Assor
    tmen
    t
    MIXED FLOOR STORE LAYOUT
    WALL FIXTURES WALL FIXTURES WALL FIXTURES WALL FIXTURES
    W
    A
    S S S S L
    W SHELF
    H H H H L
    A CIRCULAR
    E E E E
    L DISPLAY 4
    L L L L F
    L
    F F F F I
    CIRCULAR
    F DISPLAY 2 X
    I T
    SHELF U
    X CIRCULAR
    T CIRCULAR R
    DISPLAY 3
    U DISPLAY 1 SHELF CIRCULA
    S E
    R R H S
    DISPLAY
    E 5 E
    S SHELF L
    F
    W
    SHELF BILLING DESK F
    ENTRY EXIT
    WALL FIXTURES
    HANDLING LONG TAIL ASSORTMENT AND
    INNOVATION
    Long-tail products:
    • Use catalogues to view assortment of long-tail products
    in the interest of shelf space
    • Showcase products on in-store tablets
    In-store innovation:
    • Tablets to show available inventory (including warehouse
    products/designs)
    • For dinner sets, etc., Customers can replicate their dining
    tables online
    Omni-channel efforts:
    • Browse in-store, order online through website or mobile
    app
    • Buy in-store, home delivery

    B2B Segment:
    • Clients –hotels, restaurants, caterers and other
    educational and corporate institutions
    • Required SKUs stocked only in warehouse
    SEGMENTING AND TARGETING

    Nuclear Families
    & Single
    Working
    Professionals
    25% 75%
    Mumbai of TG of TG Airoli

    30 to 25 to
    50 45
    years years
    IMC PLAN

    Considering
    Distribution Social & Digital that the TG is
    of Pamphlets Media active on
    to create Social media
    awareness Loyalty
    Programs
    To create a Direct
    buzz about
    the new
    Marketing To ensure
    Sales repurchase
    store in the
    of the
    area Promotion products

    PR During Focus
    weeks (once
    a month)
    FEASIBILITY ANALYSIS
    Assumptions:

    1. Sales 70000, increasing @10 every quarter, 20% last quarter due to festivals
    and marriages, schools

    2. COGS is 70% of Sales

    3. Rent is 2 lacs per month - 1.6 lac store and 40k warehouse

    4. Store expenses includes stationery, water , etc.

    5. Electricity is 1000/day

    6. Salaries - 8 employees @ 12000 and 2 guards @8000. Increases by 10% next


    year

    7. Bad Debt is taken as 2% of sales

    8. Sales promotions cost is for focus week on the particular product. Assuming
    product solds worth 100000 in the week @10% off , 10000 per month for
    promotions. Buffer of 5000 assumed.
    THANK YOU

    You might also like