Marketing Management 1 project by Yagnesh Desai

Marketing Management -1 project

                                                         Sri Sai kirana & general stores

The shop that I surveyed for my project was located in Annupuram. It was a kirana and general store that mostly catered to daily and weekly needs of the customers located in that area

1.      The shop was located in a central market kind of place, hence had good parking facility. The shop was roughly 300 sq ft in area with a frontage of 15ft, but the frontage was not utilized efficiently and was covered with advertising material from different companies

2.      The shop had groceries, personal care products such as tooth brushes, shampoos along with stationery items etc.

3.      I spoke with the shop owner and he said there are around 1000 houses in the township.

4.      The peak hour for the shop is from 5 pm -8 :30 pm

5.      He also sells milk in the morning for which he has to open the store early around 5 :30 am

6.      For whatever time I was there in the evening, customers came mostly for  soft drinks, ice cream and some groceries

7.      The shop owner had strategically placed  number of products made by local brands  near the entry of the store to push those products since these products offered him better margin.

8.      Interesting Observation – ( PUSH vs PULL)  The store was filled with “OREO cookies” banners, placards, stickers , so I enquired the store owner about the sale of cookies, to which he replied by saying that even after so much advertising by the company, customers still ask for “ DARK FANTASY”. And he also told that the distributors(of Oreo) are pushing for this product and not even asking for the payment after delivery (which is the norm). They are giving the luxury to clear the amount once the goods are sold. That’s when I could understand how ITC is pulling customers towards its product whereas Cadbury’s is pushing the product in the market.

9.      Innovative method –  Ever wondered why all the shops including this one have ice cream Push carts right outside their shop whereas the real purpose of the pushcart is that it is used for mobile sale , well when I enquired the shop owner, he gave me an interesting insight

a.      There is a huge shortage of electricity in these areas, hence we use this push cart which is made to maintain temperature for about 6-8 hours since it is used for mobile sales

10.  And the final observation was that the shop owner was selling a different brand of ice cream than the one that was printed on the push cart, basically because of better margin.