Attempt all the questions.
Section-A
Question1) Mass marketing techniques worked well for nearly three-quarters of the century. What caused present organizations to change their focus on one-to-one marketing or CRM?
Question2) What do you mean by customer loyalty? What are the factors related with customer loyalty? Are today’s customer loyalty to any of the brands available in any segment? Describe.
Question3) What is the meaning of customer satisfaction. Is satisfaction of a customer because of the product quality and brand name is enough for a retail outlet or the retail outlet needs to offer something beyond the product to hold the customer in a long run ? Describe.
Question4) Explain the different advertising vehicles used by Indian retailers.
Section-B
Case Study
Piramyd Retail
Piramyd Retail decided to restructure its operations by having two separate CEOs for its Megastore and TruMart divisions. For its retail business to expand and grow aggressively there was a need to have separate divisions. There would be special focus on both divisions and each would be treated as the separate profit centre.
Piramyd has decided to focus on its in-store labels with more brands planned in footwear, kids and home décor segment. Presently, in-store brands comprise names like Venpluno and Boston Club for men’s wear, Rudra for women’s wear and Peppermint for kid’s wear. In-store labels contribute between 8 per cent and 9 per cent of Piramyd’s turnover. It has been decided to add more private labels and this segment is expected to contribute between 15-20 per cent of the total turnover.
At the same time, Piramyd Retail is looking at new formats in retailing especially in the area of services. Having forged a tie up with L’Oreal for salons, it is now scouting for a partner in the area of travel services. The store is looking at setting up a travel shop to improve quality of shopping experience of its consumers. The store constantly looks at creating sub categories as an extension to support the shopping experiences of consumers.
Piramyd expects its non-apparel business to grow at 25-30 per cent rate compared to its apparel business, that is pegged to grow at 15 per cent. To give the boost to its apparel business especially men’s wear, Piramyd is running a `men at work’ promotion whereby it would be holding sessions from eminent corporate honchos about how to dress at work.
Case Questions
Question1) “Piramyd is focusing on private label brands as they have good demand, but focusing more on private brands and less-on outside national and international brands, would help Piramyd grow or not”. Provide your suggestions.
Question2) “Piramyd being the product manufacturing and selling retail organization, is it a right decision to diversify with L’oreal for salons and opening of travel shop, that are totally service oriented sectors? Give your views on the above statement.