Marketing Management –II

Assignment

Your assignment involves three separate parts. You can get started on this at any time, but your
recommendations and the detail of your answers will need to be completed closer to the end of the
term after you have read the chapters, completed your assignments, and gained a greater
understanding of the retail concepts. If you like to shop, you’ll find this experience insightful and fun.
If you don’t like to shop, it may not be as much fun but it will still be insightful. We all need to shop at
some time, and I think you’ll learn a lot when looking at the experience through more critical eyes. In
summary, this is what you are going to do:

Part A – Comparison Shopping (Submission date : 10/4/19)

Part B – Retailer Analysis (Submission date: 22/4/19)

Part C – Internet Shopping Analysis (Submission date : 17/5/19)

PART A: Compare at least seven products among four food retailers on

 Variety
 Assortment
 Service
 Price
 Location
 Promotion
 Design and Display  Type of Retail Institution
The form attached will provide guidance for you. You should have seven forms completed for this
part of the project. From the information you gather, you are to come to some conclusions about
each retailer's strategy. Give as much detail as you can. For each retailer identify:
a) The target market the you think the retailer is directing its efforts and why
b) How the retailer strives to satisfy the needs of the target market
c) How the retailer builds a long-term advantage over the competitors.
d) Conclude with how effective you think the retail strategy is for each retailer.
PART A (5 Marks)
Product # SOAP_: Type of Product__FMCG
PRODUCT___________________________________________

STORE #1 STORE #2 STORE #3 STORE #4

Glycerin Soap, Glycerin Soap, Glycerin Soap, Glycerin Soap,

Vari Transparent Soap, Transparent Transparent Transparent
ety-
How Liquid Soap, Soap, Liquid Soap, Liquid Soap, Liquid
man Kitchen Soap, Soap, Kitchen Soap, Kitchen Soap, Kitchen
y Laundry Soap, Soap, Laundry Soap, Laundry Soap, Laundry
Varia Guest Soap, Soap, Guest Soap, Guest Soap, Guest
tions
are Medicated Soap, Soap, Soap, Soap, Medicated
repre Beauty Soap Medicated Medicated Soap, Beauty
sente Soap, Beauty Soap, Beauty Soap
d? Soap Soap

Lifebuoy,Patanjali, Lifebuoy,Patanj Lifebuoy,Pata Lifebuoy,Patanj

Assor Lux,Cinthol,Dettol, ali,Lux,Cinthol, njali,Lux,Cint ali,Lux,Cinthol,
tment
- Pears, Hamam, Dettol, Pears, hol,Dettol, Dettol, Pears,
How Dove, Medimix, Hamam, Dove, Pears, Hamam, Dove,
many Santoor, Mysore Medimix, Hamam, Medimix,
Bran Sandal, Santoor, Dove, Santoor,
ds of
this Himalaya MysoreSandal, Medimix, MysoreSandal,
one herbal,fiama,Henko Himalaya Santoor, Himalaya
type ,Tide,Rin,Surf herbal,fiama,He MysoreSandal herbal,fiama,He
?
(Mot
excel,vim,exo, nko,Tide,Rin,S ,Himalaya nko,Tide,Rin,
hers, pril urf herbal,fiama, Surfexcel,vim,
Keeb excel,vim,exo, Henko,Tide,Ri exo,pril
ler, pril n,
Priva
Surfexcel,vim,
te
exo,pril
label)
 60 gram free in pril, Buy 4 and 1 free Buy 500g get Buy 4 get 1 free in
An Buy 4 get 1 free in in santoor 125g free in dove
y dove,skin 123 buy 1 get pears
ser 1 free
vic
e
inv
olv
ed
?
(Sa
mp
les,
co
nv
eni
ent
pk
g.,
sel
fhe
lp)
 Lifebuoy- 8 to 33 Lifebuoy- 8.70 to Lifebuoy- 8.50 to Lifebuoy- 9 to 34
Price Patanjali- 11 to 43 33.80 33.75 Patanjali- 12 to
Lux- 24 to 128 Patanjali- 11.40 to Patanjali- 11.75 to 44
Cinthol- 27 to 53 43.60 43.50 Lux- 25 to 129
Dettol- 25 to 43 Lux- 24.80 to Lux- 24.50 to Cinthol- 28 to 54
Pears- 35 to 43 128.40 128.50 Dettol- 26 to 44
Hamam- 26 to 38 Cinthol- 27.80 to Cinthol- 27.75 to Pears- 36 to 44
Dove- 48 to 148 53.30 53.25 Hamam- 27 to 39
Medimix- 23 to 73 Dettol- 25.60 to Dettol- 25.20 to Dove- 49 to 149
Santoor- 18 to 48 43.60 43.80 Medimix- 24 to
Mysore Sandal-30to66 Pears- 35.25 to Pears- 35.50 to 74
Himalaya herbal-23 to 43.40 43.50 Santoor- 19 to 49
43 Hamam- 26.90 to Hamam- 26.70 to Mysore Sandal-
fiama-46 to 50 38.70 38.30 31 to 67
Henko- 38 to 118 Dove- 48.45 to Dove- 48.70to Himalaya herbal-
Tide-4.85 to 8 148.90 148.30 24 to 44
Rin- 4.85 to 16 Medimix- 23.67 to Medimix- 23.50 to fiama-47 to 51
Surf excel-5 to 23.74 73.90 73.50 Henko- 39 to 119
vim- 8.50 to 42 Santoor- 18.20 to Santoor- 18.75to Tide-5 to 9
exo-11 to 46 48.90 48.75 Rin- 5 to 17
pril- 9 to 40 Mysore Sandal- Mysore Sandal- Surf excel-5 to 24
30.50 to 66.80 30.25 to 66.25 vim- 9 to 43
Himalaya herbal- Himalaya herbal- exo-12 to 47
23.55 to 43.98 23.50 to 43.50 pril- 10 to 40
fiama-46.57 to fiama-46.25 to
50.35 50.25
Henko- 38.60 to Henko- 38.30 to
118.20 118.30
Tide-4.85 to 8.50 Tide-4.85 to 8.15
Rin- 4.85 to 16.50 Rin- 4.85 to 16.15
Surf excel-5 to Surf excel-5.50 to
23.74 23.74
vim- 8.50 to 42.10 vim- 8.50 to 42.50
exo-11 to 46 exo-11.50 to 46.25
pril- 9 to 40 pril- 9.30 to 40.70
 11 row 3rd shelf 3 row 4th & 5th 2nd and 3rd shelf 3rd shelf
Locat shelf
ion
(on
shelf,
in
store)
Promotion for dove nil nil nil
Pro soap near bill counter
moti
on
(Sale
,
coup
ons,
sam
ples,
A small rack of dove nil nil nil
Desig products like
n&
soap,shampoo etc near
Displ
bill counter
ay
(Spec
ial
displ
 ay?
facin
g,
signs
)
Reliance market Jaisuryas Sri kannagi Sakthi super
Type departmental departmental market
of stores stores
Retai
l
Instit
ution
nil nil nil nil
Other
Com
ment
s
PART B: Evaluate store layout, design and visual merchandising. (10 Marks)

Go to a store of your choice and evaluate the store layout, design and visual merchandising
techniques employed. Be sure to reference the concepts you have learned in your chapters. If a
manager begins to question you because of your suspicious note taking, just explain that you are a
student at SOU and if they have questions, they should contact me. If you feel more comfortable
having my business card, please ask me for it.

Explain your answers to the following questions:

Appearance
o Is the store layout, design and visual merchandising techniques used consistent with
the exterior of the store and the location? What does it say about the type of store
this is and the market it is trying to attract?
o Is the store's ambiance consistent with the merchandise presented and your
expectations as a customer?
o Does the store need a face lift, update, remodel or renovation? What improvements
would you suggest?
Fixtures o Does the lighting highlight merchandise, structure space, capture a mood, or downplay
unwanted features?
o Are the fixtures consistent with the merchandise and the overall ambiance of the
store?
o What type of image do the fixtures portray?
Promotion o Evaluate the store's signage. Does it effectively sell merchandise? o Has the
retailer used any theatrical effects to help sell merchandise? o Does the store
make creative use of wall space to sell product? o Does the sales staff use
suggestive selling? o Is the sales staff friendly and helpful?
o Is the image of the staff consistent with the image of the store?
Layout o Does the store layout help draw people throughout the store? Why or why not?

o How does the layout facilitate purchases?

o What type of layout is used? Would another type of layout be better?

Merchandising o Has the retailer employed any techniques for achieving greater space
productivity such as using the "cube," downsizing gondolas and racks,
minimizing no-selling space, etc.?

o Are there any displays that increase interest in the products being offered? If not,
would you recommend any?
o How has the retailer organized merchandise? What improvements could be made?
Summarize your suggestions on how this retailer can improve the shopping experience
for their customers, increase sales, and improve their image.

PART C: Evaluate Web Sites. (5 Marks)

Go to the four retail web sites and shop for a product. For example, if I were shopping for a pair of
jeans, I would try to find similar jeans at four different retailers. I might view Victoria’s Secret, GAP,
J. Crew, Levi because they all offer about the same quality and target similar markets.

Answer the following questions in detail:

• Identify the retailers you chose and why.

• How do you compare your experience shopping on the Internet to shopping in a local store
for this type of product?
• What are the advantages and disadvantages of the Internet shopping experience?
• Compare the retail offerings of the product you were shopping for:
 product
quality
 price
 suggestive
selling
 website
features
 design of
website
 ease of
website
• Which one of these sites would you use? Why?