Symbiosis Institute of Management Studies

[Constituent of Symbiosis International University (SIU)]

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CONUNDRUM A Marketing Game

You are planning to start up a specialized store. You believe that keeping things simple can bring success, so you have decided to incorporate the concept of a 3 product store. Fewer products, less choices, more impact! The store initially would kickstart in 2 cities. To begin with you have decided to do a location analysis to decide the most profitable city depending on the market segment you wish to target. You have narrowed down to 5 cities as given below. Now you have to select the two cities where you wish to begin your journey. The next step now is deciding the products that you wish to showcase in these stores. To keep things simpler you have decided to keep one product common in both the cities. Fewer products no longer seem an advantage now since you have to narrow down to 5 most appropriate product categories. The product categries are given as below. You have the option of coming up with any product of your choice but it would be a Private Label Brand (Store Brand). (Innovative Products would attract more customers)

Categories A. B. C. D. E. Unsought Product Electronics Speciality Product Food & Beverages Pet care

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Cities
I. Port of Cabana

Port of Cabana, a tourist destination famous all over the world, has a population majorly consisting of tourists, who also provide the maximum portion of the income. Transportation costs are moderately high, for most modes thereof.

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II. Ageeso

Ageeso, with its brilliant sceneries, and peaceful neighborhoods, is perfect for a sedentary lifestyle after retirement. Indeed, senior citizens and retired people form a big majority here. Since transportation isnt a big deal, costs are relatively quite low, but so is the liquid cash!

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III. Unternehmen

Most of the people staying in the highly urban area of Unternehmen City are from an executive background, and have high disposable incomes to their credit. As can be expected, transportation and living costs are also very high, amongst the highest in the world.

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IV. Ketamine

Whoever you are, one things for sure, youre always welcome to Ketamine. This is the new age metropolitan city for everyone, and all mixes of cultures, without distinction. No matter what your interests and your inclinations, therell be something to keep you busy! Of course, therell be moderately high transportation and living costs!

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V. Taft

Theres only one thing to be said about Taft. If its knowledge youre looking for, theres no other place to be. It has schools, colleges, and universities catering to every kind of enthusiast, from every field. There also are no constraints about budgets, from the elite universities, to everyday public schools; its all here at Taft! For students convenience, the living and transportation expenses are quite moderate, some would even say cheap!

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Popularity of Marketing Modes

100 90 80 70 60 50 40 30 20 10 0

BILLBOARDS INTERNET NEWS PAPER TV RADIO

Population

1,38,30,000

84,25,000
54,46,000 44,47,000 20,00,000 Taft Unternehmen Ketamine Aurus Port of Cabanna

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The Road Ahead Your Task at hand now lies in making a strategical decision in order to ensure that the idea is successful. Powerpoint Presentation(not more than 15 slides of content) Justifying location and product choice Brand name and Product portfolio (5 Products) Two unconventional promotional strategies that would attract the locals of each of the cities chosen Print Ad (teaser)

In case of any query, please contact: Chandni Bahl: 98881424369 Somnath Saha: 8888886826

conundrum@sims.edu

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