Aakash Book Store

Case study analysis

By
Ankit sutariya | Akshay sukthankar |Chanchal chakrachhatri
| jayesh ruchandani | Shankar sethe

Case Summary
Book retailing in India

OM Book Store

Crossword

Market size : Rs. 30-60 billion (

Growth rate : 15% per annum )

First store outside Delhi (5 store)

English book market < 15% of

the total

USPs : open space at entrance,

seating area, organized book
shelves, ambience etc.

Distribution of books : 5 lac

independent retailers

Customer profile

Coffee outlet within the store

63% prefer OM book store

75% people use educational

books

Book rewards program

Reason for preference : Location,

ambience and merchandise.

5 segments of customers

>40% people buy books from

book fairs

82% spend less than Rs. 500

Principle factor affecting choice

of books : magazines, word of
mouth, authors popularity

First time visitors are more as store

has completed only 4-5 months.

Location : near IIM-A & AMA

95% spend less than 1 hr. in store

Two formats : crosswords (2- law

garden & satellite) and crosswords
corners (4)
60% space occupied by books

Akash Book Store

LOCATION

Bopal

Satellite

Suburb of Ahmedabad

Residential in nature

crossword is already present

Malls and colleges near the area

SEC A/B/C class people live in satellite
Nehrunagar site is identified on the road
parallel to satellite road
Gurukul
Connected to thaltej and sheelaj cities

Hypermarkets and food joints had just opened

SEC B/C class people live here
Shop is identified in a mall at ground floor

SEC C class people live here large public

school

Crossword is present at the center of the city

Shop is identified in the shopping complex
situated in the outskirt of the city.
Scenario
Profitability of large book retailers
Finance
Right location and right time

Key Issues
Online book shopping : Growth
Rate of 2%
Trade Area Zone (For books : 2.14
KM going to 1.88KM)
Racial, Religious(Satellite-Jain
People) & Historical(Gurukul)
Consideration
Sales person not knowledgeable
about books
Competition(Crossword/OM)
No Understood Trade Area in
Ahmedabad : Grouping of stores is
not possible
Can be a Parasite store in Bopal

Trade Area Zones:

Primary : Satellite
Residential Area,4 Km Distance(Cross Word),
10% of citys population
ISSUE

: OM book Shop (1.5KM)

Secondary: Gurukul (Distant, Nirma University)

ISSUE

: Presence of Highway(SG highway), Scattered

Shops(No Footfall)

Tertiary: Bopal (Emerging)

Hospitals, Schools, 13% city population, No

book store (3KM)

ISSUE : Traffic(Road Issues), They

cost by buying
second hand book

prefer saving