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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. Entertainment
HDTV, 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
• Performance
Class 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 don’t 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