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Summer Trainee ProjectMarket Research on Identifying
Micro SD Upsell opportunities and Consumer behavior
Sri Sri University
Name:Yogesh GupteRoll No.: 14PGGMSO74
Reliance Retail
Reliance Retail established in 2006 (HQ- Mumbai) an operating subsidiary of the Reliance Industries Limited.
Reliance industries is actually the largest conglomerate in India with annual turnover of US$35.9 Billion.
Listed on 206th position in the Fortune Global 500 companies. Reliance Retail is actually the retail group of Reliance Industries Limited.
Reliance Digital
Fastest growing consumer based electronic company in India. A subsidiary of Reliance Industries Limited. Product range are consumer durables and IT.
1st store was opened on 24th April 2007 in Delhi. Currently there are around 690 store across India in more than 150 cities. MD: Mukhesh Ambani & CEO: Brain Bade Revenue reaching around 610 million
Store classification
Digital Express: India has around 225 stores while in Mumbai there are 12 stores
Digital Express Mini: India has about 1020 stores. Reliance ResQ which caters customer sales service. iStore an apple portfolio with about 19 stores in India. Reconnect a private labeled brand launched in Oct-2011 with over 200
products
Product Line Categorization
1. ProductivityIT/Telecom Laptop, Printers
2. EntertainmentHDTV, Camera, Audio
3. Home AppRefrigerator, AC
4. EnhancementAudio, storage, accessories, lifestyle, gaming, peripherals, consumables,
health and fitness
Enhancement : Storage
Flash Micro SD SD Pen drive On The Go (OTG)
External HDD Seagate Western Digital Transcend Sony Toshiba
Micro SD: Product Segmentation
Micro SD Card Variants
Capacity 8 GB 16 GB 32 GB 64 GB 128 GB
PerformanceClass Minimum Speed
2 2MB/s
4 4MB/s
6 6MB/s
8 8MB/s
10 10MB/s
Retail Store Business Pros
We provide end-to-end solution for customers, E.g. Storage, screen cards, power bank Most margin making business Range of products is larger in the stores Latest technical trend is attached and updated at stores
Cons Inventory is high for less product life cycle Online products are offered at cheaper rates and wider variety to select. Range of products is larger in the stores Latest technical trend is attached and updated at stores
Market Segmentation
Online41%
Local Retail33%
Organised Retail26%
Why customers dont buy MSD at Store?
Internal memory is adequate
Existing Micro SD card is sufficient
No Micro SD slot Any Other
How are Competitors positioned?
Croma24%
Vijay Sales17%
Kohinoor4%
Kings11%
Arcee8%
Hypercity21%
Ezone2%
Next9%
Metro4%
Primary Market Research on Consumer behavior
0
10
20
30
40
50
60
70
Same InvoicePurchases
Upgradation Cases Micro SD Owner Having ClassAwarenes
Yes No
Buying cycle analysis
Interaction with customer and pitching Product selection Billing Demo Extended Warranty and Insurance Checkout
Observations and Recommendations
Sales associates should be consistent during interaction even after billing process is completed.
Product demonstration should be conducted by well trained experts. Billing process should be faster, customer friendly and hassle free.
Conclusion
Positioning of Micro SD section near billing counter for better accessibility and purchasing.
Training and educating store associates for pitching enhancement products to customers. Customers expects appropriate demonstration, assistance and personal touch from the sales associate.
Thank You
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