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What strategies can a local supermarket such as
Shivraj Super Shoppee use to compete with a huge
hypermarket such as Star Bazaar?
Submitted by:
Name:Anam Ankolkar
S..! No.: 53002130004"lass: S.Y.B.M.S A
#ate: February 23, 2014
$%S%$"& '%(&)# *N B+S*N%SS,-/ 0 ,-1
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Anam Ankolkar - 53002130004 R.M.B - S.Y.B.M.S
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(B2% )3 ")N(%N(S
*ntroduction4444444444444444444444444444444.5
'ethodology4444444444444444444444444444444./
'arket $esearch6 'ain 3indings444444444444444444444........1
!orter7s 3ive 3orce nalysis444444444444444444444444....8
!ricing444444444444444444444444444444444..-
Competton-ba!e" pr#n$%%%%%%%%%%%%%%%%%%%%%%%%%.....10
&r#e ela!t#ty o' "eman"%%%%%%%%%%%%%%%%%%%%%%%%%%..10
!romotion44444444444444444444444444444444...
Belo(-t)e-lne promoton!%%%%%%%%%%%%%%%%%%%%%%%%%......11
"onclusion and $ecommendation444444444444444444444....4,
%valuation444444444444444444444444444444.....4..,
Summary4444444444444444444444444444444.........5
$e9erences444444444444444444444444444444......4../
ppendices4444444444444444444444444444444.......1
Appen"* + ue!tonnare 'or #u!tomer! an" Analy!! o' an!(er!%%%%%%%%%.......15
Appen"* ++ ue!tonnare $en to S)ra/! mana$er%%%%%%%%%%%%%%......1
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*N($)#+"(*)N
Background o9 Shivraj
S)ra/ ! a lo#al !upermarket (t) n#rea!n$ #ompetton all aroun" not /u!t by )yper market!
lke Star baaar but al!o ot)er !upermarket! n t)e area. +t (a! e!tabl!)e" n 2000, t)en ben$ one
o' t)e only !upermarket! n t)e area. o(eer, !oon a number o' !mlar bu!ne!!e! entere" t)e
market. t) t)e entry o' )yper market, Star Baaar !tarte" by rent n 2004 ()#) o''er! an
e#le#t# array 'or pro"u#t! to #u!tomer!, #ompetton )a! be#ome tou$)er.
$ationale o9 the study
S)ra/ re6ure! promotn$ t!el', 'o#u!n$ on t! !tren$t)! an" alter t! pr#n$ !trate$e! n or"er
to re"u#e #ompetton 'a#e" by Star Baaar.
'ethodology
+n or"er to "o !o t ! mperal to #on"u#t a market re!ear#) to 'n" out t)e #u!tomer! nee"! an"
(ant!, by $n$ out 6ue!tonnare!. +n a""ton to t)! t)e mana$er an" employee! o' S)ra/ (ll
al!o be ntere(e" to un"er!tan" t)e !trate$e! t)ey u!e #urrently. Furt)ermore !e#on"ary "ata
!u#) a! art#le! 'rom t)e (eb an" ne(!paper! (ll be $at)ere". )! n'ormaton (ll t)en beanalye" an" ealuate" u!n$ t)e &orter! Fe For#e Analy!!, ealuatn$ #orre#t pr#n$
!trate$e! ba!e" on t)e #ompettor! pr#e! an" t)e pr#e ela!t#ty o' pro"u#t!. Furt)er
#on#entratn$ on promoton! o' t)e !tore to bul" an" mantan t)e #u!tomer ba!e.
im o9 study
en#e t)e purpo!e o' t)! !tu"y ! to #on"u#t #ompette analy!! 'or S)ra/ to 'n" out What
strategies can a local supermarket, Shivraj adopt to reduce its competition with the hypermarket,
Star Bazaar?
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'%(&)#)2);
!rimary research:
+ntere( S)ra/! mana$er!. )! ame" to "!#oer7
o )e !tore! #urrent problem!
o )e #urrent !trate$e! employe" to re"u#e #ompetton.
S)ra/! potental an" e*!tn$ #u!tomer! (ere $en 6ue!tonnare! !ele#te" ran"omly to
note t)er pre'eren#e! an" e*pe#taton! o' t)e !tore n #ompar!on to ot)er!.
Secondary research:
Strate$e! u!e" by Star Baaar (ere obtane" t)rou$) t)e nternet.
)! "ata (ll be analye" u!n$ !eeral tool!. Fr!t ben$ 8&orter! Fe For#e Analy!! to
pro"e an n!$)t to t)e "e$ree o' #ompetton pre!ent. Sutable pr#n$ !trate$e! (ll t)en be
apple", !u#) a! #ompetton-ba!e" pr#n$, ()le t)e pr#e-ela!t#ty o' pro"u#t! (ll )elp
"etermnn$ !utable pr#e!. 9a!tly, promotonal !trate$e! (ll be "ent'e" to market t)e !tore.
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'$
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From t)e #)art aboe, t ! note" t)at S)ra/! key !tren$t)! are t! )ome "elery !er#e,
#onenen#e an" #u!tomer loyalty. en#e, S)ra/ mu!t play on t)e!e 'a#tor! to re"u#e
#ompetton.
When asked what 9actors in9luence customers to shop 9rom Star Bazaar:
C)art 3
Compare" to C)art 2, t)e #)art aboe not'e! t)at t)e a!t pro"u#t ran$e, !er#e! an" lo( pr#e!
pro"e" by Star Baaar a#t a$an!t S)ra/. )ere'ore #on!"ern$ t)e!e 'a#tor! S)ra/ mu!t u!e
!utable promotonal !trate$e! an" alter t)er pro"u#t an" pr#e ran$e to attra#t #u!tomer!.
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When asked i9 #iscount rates a99ect where the customer shops 9rom =*n percent>
C)art 4
A! not#e" n C)art 3, Star Baaar! man !tren$t) ! t! pro"u#t! pr#e!. )ere'ore S)ra/ mu!t
employ !utable "!#ount !#)eme! to $an #lentele.
When asked i9 &ome #elivery makes a shop more attractive to the customer
=*n percent>
C)art 5
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From C)art 1, t! "e#p)ere" t)at ome :elery play! a lar$e role n attra#tn$ #u!tomer! to
S)ra/. )e #)art aboe !ere! a! e"en#e; )en#e S)ra/ mu!t market t)! !er#e e*#lu!ely
a! t (ll al!o be ery #onenent 'or many #u!tomer!.
!orter7s 3ive 3orce nalysis
&orter! 'e 'or#e analy!! #on!"er! t)e nature o' #ompetton (t)n t)e n"u!try. )ere are 'e
#ompette 'or#e! t)at )elp "etermne t)e lon$-term attra#tene!! an" pro'tablty o' a
#ompany. )! (ll )elp S)ra/ un"ermne ()at !trate$e! to apply.
3igure :A "a$rammat# repre!entaton o' &orter! Fe For#e!
(he threat o9 new entrants t)! n#rea!e! #ompetton an" #an al!o re"u#e S)ra/! market
!)are. A ne( !tore #alle" 89a*m re#ently opene" n t)e lo#alty !elln$ !mlar pro"u#t! a!
S)ra/. )! )a! re!ulte" n re"u#ton o' #lent! ()o!e re!"ent! are #lo!er to 9a*m. yper
market! lke Star Baaar an" :-Mart po!e a )u$e t)reat to S)ra/ !n#e t)ey pro"e a lar$e
pro"u#t ran$e un"er one roo', makn$ t ea!er 'or #u!tomer! to !)op, !an$ tme an" money.
Anot)er t)reat ! t)e entran#e o' Fore$n :re#t +ne!tment! !u#) a! almart. almart ! a
$lobally re#o$ne" bran" an" m$)t re!ult n a lo!! o' #u!tomer! a! t (ont only #on!!t o' a
lar$e pro"u#t ran$e but a""tonally )ae lo(er #o!t! an" a bran" name n t! 'aour.
(hreat o9 substitutes#an al!o re"u#e t)e attra#tene!! o' t)e !)op. :ue to t)e pre!en#e o' a
lar$e #)o#e 'or #u!omer!, t may re!ult n re"u#e" #lentele. Alt)ou$) S)ra/ ! t)e lar$e!t
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!upermarket n t)e area t !nt t)e ol"e!t. on-pr#n$ !trate$e! #oul" al!o be u!e" lke t)e u!e o' loyalty
!#)eme!; 'ree )ome "elery a! promoton!.
)! tool )elpe" to "ent'y t)e e*!tn$ an" po!!ble t)reat! t)at S)ra/ 'a#e!, )en#e a"n$ to
$enerate !trate$e! t)at (oul" )elp re"u#e #ompetton. o(eer, t la#k! n 'o#u! on #ompettor
analy!! ()#) ! e!!ental 'or S)ra/ to be a market lea"er.
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!$*"*N
&r#e "e#!on ! a #ru#al part o' any marketn$ #ampa$n. :e#"n$ t)e 8#orre#t pr#e ! not
ea!y.
"ompetition6Based !ricing
Competton-ba!e" pr#n$ re'er! to t)e pr#n$ !trate$e! o' a 'rm n re!pe#t to t! #ompettor!
pr#e!. S)ra/ 'a#e! a )$) "e$ree o' #ompetton by Star Baaar. 9ookn$ at C)art 2 an" 3, t)e
man rea!on! ()y #u!tomer! pre'er !)oppn$ 'rom Star Baaar ! "ue to t! pr#e!. 42? o'
#u!tomer! pre'er Star Baaar 'or t! pr#e! a! #ompare" to 11? 'rom S)ra/.
)e #ompany #an employ t)e 8&re"atory pr#n$ !trate$y ()#) nole! temporarly re"u#n$
pr#e! to remoe ral!, )o(eer !n#e Star Baaar ! a lar$e e!tabl!)ment t)! m$)t not be
'ea!ble. +t (oul" be rea!onable 'or S)ra/ to a"opt t)e 8@on$ rate pr#n$ ()#) re'er! to
#)ar$n$ a !mlar pr#e a! to Star Baaar! $oo"! an" !er#e!, a! t)! (oul" not n#ur n lo!!e!,
)o(eer ! un#ertan o' )o( mu#) t)e #ompetton m$)t re"u#e, )en#e alon$ (t) t)! !utable
promotonal !trate$e! mu!t be employe".
Furt)ermore, !een n C)art 4, 2? o' #u!tomer! pre'er to !)op at a !tore (t) $oo" "!#ount
o''er!. en#e, S)ra/ mu!t #on!"er o''ern$ $oo" "!#ount! on t)er pro"u#t! n or"er to lure
#u!tomer!; t)! #an al!o be u!e" a! a promotonal te#)n6ue. )! #an be a#)ee" by !trkn$
$oo" "eal! (t) !uppler!.
!rice6%lasticity o9 demand
&r#e-ela!t#ty o' "eman" ! t)e mea!ure o' "e$ree o' re!pon!ene!! o' 6uantty "eman"e" "ue
to a !l$)t #)an$e n t)e pr#e o' pro"u#t!. Alt)ou$) S)ra/ pro"e! a lar$e pro"u#t ran$e t)ey
"o not "''er 'rom t)e pro"u#t! Star Baaar an" ot)er lo#al !upermarket! !ell. en#e t !
mportant t)e !tore a""! alue to t)e!e tem!, by !ettn$ r$)t pr#e!, $oo" pa#ka$n$ an" e*tra
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!er#e! to be a market lea"er, attra#tn$ #u!tomer!, alt)ou$) t)! may )ae an mpa#t on t)e
pro't ma"e.
!$)')(*)N
&romoton re'er! to met)o"! o' #ommun#atn$ me!!a$e! to t)e market (t) t)e ntenton o'
!elln$ a 'rm! pro"u#t!. &romotonal #ampa$n! #on#entrate on t)ree ob/e#te!; to n'orm t)e
market about a 'rm! pro"u#t, to per!ua"e #u!tomer! to buy t)er pro"u#t! an" to remn"
#u!tomer! o' t)e !tore.
&romoton ! tal 'or !prea"n$ a(arene!! o' a bu!ne!! an" to $an #lentele. S)ra/ )a! not
#on"u#te" any promotonal a#tte! yet, t)ere'ore mu!t #on#entrate on promotn$ t! !tren$t)!.
Seen n C)art 2, S)ra/! man attra#ton ! t! #onenen#e a! t ! ba!e" #entrally, !e6uentally
t! #u!tomer loyalty. en#e 'o#u!n$ on t)!; above6the6line promotions!u#) a! bllboar"! #oul"
be !et-up a#ro!! t)e area, to remn" #u!tomer! o' S)ra/. Anot)er ma/or a"anta$e t)at t)e !tore
)ol"! ! t! 8ome :elery !er#e. >ote" n C)art 5, 1? o' #u!tomer! 'aour !)op! t)at o''er
"elery !er#e!; t)ere'ore S)ra/ mu!t )$)l$)t t)! 'eature to make #u!tomer! #on!#ou! o' t.
Below6the6line promotions
Belo(t)e-lne promoton! n#lu"e t)e u!e o' non ma!!-me"a promotonal a#tte!. Sn#e
S)ra/ "oe! not )ae a lar$e bu"$et 'or marketn$, t)! met)o" (oul" be "eal. 3lyers#an be
$en-out n t)e area; re$ar"n$ t)e pro"u#t! t)ey !ell, 'o#u!n$ on t! )ome "elery !er#e.
Slo$an! #an be 'orme" ba!e" on t)! to attra#t attenton. A""tonally, t)ey #an a"opt 8!ale!
promoton! to boo!t !ale! an" attra#t ne( buyer! temporarly. Small token! #oul" be $en at t)e
!ale! #ounter. Con!"ern$ t! lar$e #u!tomer-ba!e; loyalty !#)eme! #an be $en 'or e*ample,
!pe#al "!#ount!. )e!e (ll )elp attra#t #u!tomer! to t)e !tore, lo(ern$ t)e "e$ree o'
#ompetton.
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")N"2+S*)N N# $%")''%N#(*)N
)le an!(ern$ t)e 6ue!ton What strategies can a local supermarket, Shivraj adopt to reduce
its competition with the hypermarket, Star Bazaar? t )a! been not#e" t)at S)ra/ )a! not
a"opte" any promotonal a#tte!, t)! ben$ one o' t! rea!on! 'or 'a#n$ n#rea!e" #ompetton.
Anot)er ben$ t)e pr#n$ !trate$e! employe", ()#) are not a! e''e#te #ompare" to t! man
#ompettor, Star Baaar. >et)er )a! t)e !tore 'o#u!e" on t! !tren$t)! !u#) a! t! )ome "elery
!er#e!, #u!tomer loyalty an" #onenen#e to mantan an" $an #lentele. )e #ompany )a!nt
enture" nto o''ern$ any "!#ount !#)eme! or a""n$ alue to t)er pro"u#t! !n#e t)e
be$nnn$.
+t ! re#ommen"e" t)e #ompany re-ealuate! t! pr#n$ !trate$y, a! t)! play! a ma/or role n
n'luen#n$ ()ere a #u!tomer !)op!. )! #an be "one by 'ormn$ a better relaton!)p (t) t)e
!tore! !uppler, a! pr#e! !et 'or pro"u#t! rely on t)e !uppler! pr#e. Furt)er, t)e #ompany mu!t
#on#entrate on belo(-t)e-lne promoton!, a! t la#k! 'nan#e 'or aboe-t)e-lne promoton!. )ey
mu!t 'o#u! on ra!n$ a(arene!! to e*!tn$ an" potental #u!tomer!. )e #ompany #an al!o te-up
(t) Su"e*o to "!trbute $'t pa!!e! to attra#t #u!tomer!. Anot)er !u$$e!ton ! to )ol" "!#ount
!#)eme! !u#) a! a #ombnaton o'
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t)er promotonal m* an" a"opt !utable pr#n$ !trate$e! to attra#t an" n#rea!e #lentele,
re!ultn$ n re"u#e" #ompetton.
%@2+(*)N
)e !ampln$ !e #an re"u#e t)e relablty o' t)e !tu"y. Ba!e" an!(er! $en n ntere(! #an
lea" to na##urate re!ult!. Furt)er t)e nternet ! a!t, an" #annot be #ompletely tru!te".
S+''$;
S)ra/ Super S)oppee, a lo#al !uper market ! no( 'a#n$ n#rea!e" #ompleton by t)e )yper-
market Star Baaar. )e am o' t)! report ! to "e!e an" analy!e !utable !trate$e! t)at S)ra/
#an u!e to re"u#e #ompetton.
$esearch Auestion
What strategies can a local supermarket, Shivraj adopt to reduce its competition with the
hypermarket, Star Bazaar?
'ethod
Man analy!! ! ba!e" on prmary re!ear#). ue!tonnare! (ere $en to ran"omly-!ele#te"
potental an" e*!tn$ #lent! o' S)ra/ to $an n!$)t nto t)er e(! an" pre'eren#e! #ompare"
to Star Baaar. S)ra/! mana$er (a! ntere(e" to obtan n'ormaton on t)e #urrent !trate$e!
employe". Some n'ormaton (a! taken 'rom t)e nternet.
'ain 3indings
S)ra/ )a! not employe" any promotonal !trate$e! tll-"ate to re"u#e #ompetton.
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+t! pr#n$ !trate$e! are not a! e''e#te a! #ompettor!.
ome :elery !er#e!, 9o#aton an" Cu!tomer loyalty are S)ra/! 'o#al !tren$t)!.
$ecommendations
A$$re!!e promoton mu!t be #on"u#te" to make people a(are o' t)e !tore.
:!#ount !#)eme!, loyalty !#)eme! an" 8Buy-more-$et !ome 'ree !#)eme! mu!t be
apple" to attra#t an" retan #u!tomer!.
)e !tore mu!t try re"u#n$ nterme"are! to a#)ee lo(er pro"u#t pr#e!.
%valuation)e retal market ! $ro(n$ rap"ly; )en#e t)e !ample !e taken #an )ae t)er o(n
$eo$rap)#al an" 'nan#al lmtaton!.
$%3%$%N"%S
*nternet $e9erences
@r1212. +ntro"u#ton. Scribd. >.p., n.". eb. 02 Au$. 2012.
)ttp7DD(((.!#rb".#omD"o#D204012ED+ntro"u#ton.
ttp!""www#business$standard#com. >.p., n.". eb. 21 Au$. 2013. )ttp7DD(((.bu!ne!!-
!tan"ar".#omDn"aDne(!D!tar-baaar-pat!-t!el'!lo("o(n-!trate$yD423123D.
Future @roup. %uthorS&'(%). >.p., n.". eb. 24 Guly 2012.
)ttp7DD(((.aut)or!tream.#omD&re!entatonD!)pal-2332-'uture-$roup-retal-ot)er!-m!#-ppt-
po(erpontD.
ue!"ay Mar 5.*nvestopedia. >.p., n.". eb. 04 Au$. 2012. )ttp7DD(((.ne!tope"a.#omD.
&orterH! Fe For#e!. +ector Study. >.p., n.". eb. 02 Mar. 2013. )ttp7DDe#tor!tu"y.#om.
Strate$y ool!. )ind &ools ew %rticles 'SS. >.p., n.". eb. 23 >o. 2012
)ttp7DD(((.mn"tool!.#omDpa$e!DmanDne(M>ISR.)tm.
&orter! Fe For#e! Mo"el o' Competton. -orters .ive .orces )odel o/ 0ompetition. >.p.,
n.". eb. 01 Mar. 2013. )ttp7DD(((.mana$ement!tu"y$u"e.#omDporter!-mo"el-o'-
#ompeteton.)tm.
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o( to Stru#ture a Bu!ne!! an" Mana$ement +nternal A!!e!!ment. &im Woods 'SS1. >.p., n.".
eb. 02 Guly 2012. )ttp7DD(((.tm(oo"!.or$D2012D10D02D)o(-to-!tru#ture-a-bu!ne!!-an"-
mana$ement-nternal-a!!e!!mentD.
Strate$# Mana$ement. Strategic )anagement $ % 0omplete Study 2uide. >.p., n.". eb. 0J
Mar. 2013. )ttp7DDmana$ement!tu"y$u"e.#omD!trate$#-mana$ement.)tm.
"Star Bazaar | About Star Bazaar." Star Bazaar | About Star Bazaar. N.p., n.d. Web.
10 ar. 2013. !ttp#$%%&&&.#tarbazaar'nd'a.(o)%about*#tarbazaar.t)+.
Books $e9erences
Stmp!on, &eter, an" Ale* Smt). Business and )anagement /or the *B 3iploma. Cambr"$e7
Cambr"$e K&, 2011. &rnt. n.". 0 Au$. 2012.
oan$, &aul.Business 4 )anagement. LMelton, #.N7 +B+:, 200J. &rnt. n.". 02 Au$u!t 2012
Barratt, M#)ael, an" An"y Motter!)ea".Business Studies %S %3 % 5(+(5S. arlo(7 &ear!on
O"u#aton 9mte", 2000. &rnt.
!!%N#* * Auestionnaire given out to potential and eCisting customers and analysiso9 answers
Auestionnaire 9or "ostomers:
>ame o' Cu!tomer7 A$e7 >umber7
1 )ere "o you u!ually buy your )ou!e)ol" $oo"! 'romP
IIIIISae Money Supermarket
IIIIIS)ra/ Super S)oppee
IIIII Anot)er 9o#al Supermarket
IIIII :-MartIIIII Star Baaar
IIIII Anot)er ypermarket
2 )at ! t)e rea!on you )ae been !)oppn$ 'rom t)! !)opP
IIIII @oo" &r#e!
IIIII@oo" 6ualty pro"u#t!
IIIIIStore loyalty
IIIII Conenen#e
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3 )#) QOR !)op (oul" be your 'r!t pre'eren#e ' your #urrent !)op !)ut "o(nP
IIIIISae Money Supermarket
IIIIIS)ra/ Super S)oppee
IIIIIStar Baaar
IIIII:-Mart
IIIII Qt)er 9o#al Super Market
IIIII Qt)er yper Market
4 )at ! t)e ran$e o' your n#omeP
IIIII R! 1000 - 3000IIIII R! 3000 - 000
IIIII R! 000 - 15000
IIIII R! 15000 - 25000
IIIII R! 25000 50000
5 +! your pre'eren#e ba!e" on t)e !er#e pro"e" by t)e !toreP
IIIII Ye!
IIIII >o
E o( o'ten "o you "o your )ou!e)ol" !)oppn$P
IIIII eekly
IIIIIQn#e n t(o (eek!
IIIII Mont)ly
J +! your !)oppn$ planne"P
IIIII Ye! + $o mont)ly or (eekly
IIIII >o Mo!t o' t)e !tu'' + buy ! /u!t a p)one #all a(ay
:o you t)nk t)at t)e )ome "elery !er#e ! )elp'ul an" one o' t)e man rea!on! ()y !)oppn$
! le!! planne"P
IIIII Ye!
IIIII>o
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Anam Ankolkar - 53002130004 R.M.B - S.Y.B.M.S
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:oe!
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nswer to Auestion /: )e aera$e n#ome o' t)e !ample !e (a! 1J,00. )! t)ereby
a''e#tn$ ()ere t)e n""ual !)op! 'rom, n"#atn$ t)at t)e !tore! pr#e! 'or pro"u#t! play a
#ru#al role n "etermne ()ere t)ey !)op 'rom.
nswer to Auestion 1:J0 ? o' #u!tomer! !a" t)at t)e !er#e! pro"e" by t)e !tore "" not
"etermne ()ere t)ey !)oppe" 'rom.
nswer to Auestion D:45 ? o' t)e n""ual! part o' t)e !ample !a" t)ey $o )ou!e)ol"
!)oppn$ on#e eery t(o (eek!, ()le 25 ? $o on#e a (eek an" 30 ? on#e a mont).
nswer to Auestion E:20 ? o' n""ual! !a" t)er !)oppn$ (a! bot) planne" at tme! an"unplanne" ()en re6ure", ()le 45 ? !a" t (a! planne". )e remann$ 35 ? !a" t)er
)ou!e)ol" !)oppn$ (a! unplanne" an" t)ey u!ually #alle" 'or ()at t)ey nee"e" oer t)e p)one
or (alke" "o(n to t)e !tore n t)e #nty.
nswer to Auestion 8:Ma/orty o' t)e n""ual! E ? !a" t)ey t)ou$)t )ome "elery
!er#e! (ere ery )elp'ul.
nswer to Auestion F:JE ? o' t)e n""ual! !a" planne" !)oppn$ turn! out to be #)eaper.
nswer to Auestion -:Mo!t n""ual! !a" t)ey pre'er !)oppn$ un"er one roo' J5 ? ()le
25 ? !)op 'rom "''erent pla#e! on t)e ba!! o' ()at t)ey re6ure.
nswer to Auestion :A a!t number o' n""ual! !a" t)e "!#ount rate! an" ot)er attra#te
pr#n$ !#)eme! o''ere" by a !)op, a##ount 'or ()ere t)ey pre'er !)oppn$ 'rom.
nswer to Auestion ,:)e aera$e amount t)at n""ual! are (lln$ to !pen" on t)er )our-
)ol" !)oppn$ 'or t)e mont) le! bet(een t)e ran$e o' ,000 to 10,000 rupee!.
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!!%N#* **0 Auestionnaire given to Shivraj7s manager
Shivraj Auestionnaire
1 o( lon$ )ae youll been part o' t)e marketP
a. Sn#e 2000, !o about 12 an" a )al' year!.
2 a! #lentele re"u#e" !n#e !tar baaar or :-MartP
a. Ye!, t )a! relately.
3 +' ye!, )o( are you #opn$ (t) tP
a. e )ae brou$)t n a 'e( more pro"u#t!; (e )ae not "e!e" anyt)n$ el!e a! (e )ae a
lar$e number o' re$ular #u!tomer! ()o !)op 'rom u! !n#e year!.
4 )at are t)e pr#n$ !trate$e! youll u!eP
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a. e u!e mark-up pr#n$ !trate$e!, a""n$ a 1.5 rupee pro't to t)e #o!t o' pur#)a!e o' t)e
pro"u#t 'rom our !uppler.
5 :o youll !ell at t)e normal MR&P
a. Ye!, (e "o.
E Are t)ere any :!#ount !#)eme!P
a. >ot unle!!, t)e #ompany t)e pro"u#t! t)at (e n#lu"e n our !)op are runnn$ !u#) a
!#)eme.
J )at ot)er marketn$ te#)n6ue! "o youll u!eP
a. e "o not u!e too mu#) a! (e )ae a ery lmte" bu"$et, (e !en" out o##a!onal 'lyer!
n ne(!paper!, but manly rely on (or" o' mout).
)at ! your tar$et au"en#eP
a. Qur tar$et au"en#e ! a!t 'rom lttle #)l"ren to a"ult!.
Are t)ere any ne( !)op! t)at po!e a t)reatP
a. A !)op #alle" 9a*m )a! re#ently opene", ()#) !eem! to )ae $ane" lar$e #lentele.
10 :o #u!tomer! bar$anP
a. Q##a!onally, ()en t)ey t)nk t)ey #an $et better pr#e!.
11 :o youll 'o#u! on )ome "eleryP
a. Ye!, (e "o )ae t)e !er#e.
12 )at ! t)e KS& o' your !toreP
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a. +t ! )o( (e retan our #u!tomer! an" t)e a!t pro"u#t ran$e (e n#lu"e n #ompar!on to
ot)er lo#al !uper market!.
13 )at are t)e !pe#al tem! youll !ellP
a. e !ell eeryt)n$ 'rom #)l"ren toy!, #o!met#! an" )ou!e)ol" $oo"!.
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