Retail Management Assignment

Store chosen: Modern Bazar, Select City Mall

About the store:

Modern Bazaar is a one-stop shop for all kinds of fresh and processed food. It started in the year
1971, when Late Shri Vishwant Kumar set up a departmental store selling Imported food
products in C-Block Market in Vasant Vihar, New Delhi. Modern Bazaar now has ten outlets.
There are 7 stores in Delhi; Vasant Vihar, East of Kailash, Kailash Colony, New Friends
Colony, Punjabi Bagh, Dwarka and our Premium Store at Select CityWalk Mall, Saket. We have
3 stores in Gurgaon in DLF Phase I, SS Plaza Sector 47 and Cyberhub. Modern Bazaar
doesn't have franchisee stores. All stores also offer home delivery. Modern Bazaar launched its
website along with ModernBazaar App on Android and iOS platform in the year 2016,
through which customers can order products online and deliveries are made from the nearest
store.

The company also recently won the "Coca Cola Golden Spoon Award 2018 for No.1 Retail
Chain (Food & Grocery) of North India".
Modern Bazaar stores nearby the one at Select City Walk

MB, New
Friends
Colony
MB, Vasant
Vihar MB, East
of Kailash

MB,Kailash
Colony

MB, Select
City Walk

Target Segment:
Nearby Malls or supermarkets

Catchment area: 4000 Square Feet

Façade of the Store:

Average footfall:
Average bill amount and billing time: The store has 3 billing counters which bills 7-8 customer
per hour per counter. The average bill value of each customer on a weekend is a around Rs 3000
and sometimes it goes as high as Rs 8000 for some customers. So the store is having a revenue of
around Rs 100000 per hour.
Description of the Store:
Layout

The store has a massive 4000 square feet of area and is in a rectangular space of
dimensions 80 Feet * 50 feet. The walking space between the different shelfs is around 3
to 4 feet, which at places felt a little less to fit more than a person and a trolley.
Shelf space:

Product placement: different sections were allotted for different product categories, from
personal care, home care, organic products, bakery products etc. The outlet was designed
in a manner that customer take a route from left to right. The products placed in the left
started from fresh fruits and vegetables trying to create freshness among the consumers
then there is a personal care section and baby care section, then there is a section for
frozen vegetables and energy drinks. The bakery products like chocolate power, baking
powder etc were placed near the baked breads. Snacks and ready to cook was placed in
the same section. Chocolate and gift section was near to billing counter and chocolates
were placed at the eye line level of kids.

In the personal care section products were placed categories wise like body lotions of all
companies were placed together, in snacks section they placed snacks of premium
products at the eye line pattern of a consumer(eg they kept premium brands noodles at
the eye line level of a consumer while Maggie was kept at the botton line)

Product variety: products placed in the store were of premium brands. Like in personal
care section, products placed of brands like Nivea, Loreal, Dove, Maybelline etc
Marketing technique
Salesperson technique:
 The regular salesperson were not interested to help the customers and were seen chit
chatting among themselves or just standing there and not pushing for the products like
shampoos and creams which were also high end and require significant assistance from
the staff who should have some knowledge about the same.

However there were few sales person ( eg from Yoga Bar) who were directly from the
brand and were helping the customers for their newly launched products and were
converting the sale of products, unlike the employees of the store.
Customer path in the store:

Customer 1: One young couple started from the Vegetables section and spent around 15 minutes
there, then they moved to the Fruits section and spend around 15 minutes there. Then they went
to the ready-made noodles section, and then to the readymade frozen foods section which was on
the other side of the store.

Customer 2: The shopping at the chocolates and candies section was majorly driven by Kids who
were accompanied by parents and spent around 4-5 minutes to select the candies and chocolates.
Customer browsing pattern
Customer browsing pattern was very random which is explained with the random product
placements, once a customer went to the lays junction and then went to the cholocates
junction which was in the middle, the customers had to pass through the vegetable oil
junction which was not at all visited.
Shelf Space

The variety of products in the store for a particular category was on the higher side but speaking
with the customers and from the observations, the brands were mostly in the inert set and were
unknown to the daily average buyer. But since Modern Bazaar had a dedicated section for
health-conscious organic food lovers, there was constant innovation on that front and hence the
brands being new could be justified.

The major brands on the eye level of the consumers across all product ranges were new and
emerging brans in that section. This was done so as to promote those brands and those products.
It was also observed that in the ready to eat food segment, the known brand such as Nestle’s
Maggi was not given any preference despite it being the market leader. The packs were given the
bottom-most shelf space and were lying unattended. Major importance was given to relatively
unknown brands in India such as Koka Noodles etc.
It is also worth noting that there were major offers on selected few premium brands to promote
their sales and to increase brand awareness.
In the ready to eat chips and wafers section, least priority was given to known brands Lays and
Doritos – while other brands were given precedence and were kept at a relatively accessible
location.
Product Variety

There was an abundance of products and varieties of brands available at the disposal of the
customer.
Modern Bazaar had stocks of different types of products ranging from luxury items such as -
Nutella, Pringle, soy milk, avocado to routine daily products as such vegetables, body care,
chocolates etc.