INTRODUCTIONGameIncorp is a sportswear and equipment retail
chain in India. It was established in 2007 with its first outlet in
Punjab. The company believes in providing the largest range of
products at the lowest prices. GameIncorp took the market by storm
in 2007. It rapidly expanded across the country, opening 20 outlets
in their first year of operation. It currently has 50 stores across
India. GameIncorps aggressive stance was rewarded with a positive
response from consumers. The company grew at a CAGR of 23 percent
since 2007 until 2013. In 2013, GameIncorp was valued at Rs. 254
crores. However, in 2014, GameIncorp registered its first decline
in sales. Due to the decline in sales, GameInCorp is looking for
insights about the market and what strategies should it follow to
become competitive again by 2018.The store competes in a highly
fragmented and competitive market. It is looking for a marketing
mix to gain as much market share it can attract. It is looking
forward to roll out an e-commerce and social media marketing
campaign to project its brand value against its already established
competitors.
OBJECTIVE The primary focus of the company is to revamp its
sales and again become competitive by 2018.Other objectives inline
are Suggesting the most cost-effective communication channel to
increase its penetration across east where it is lagging behind.
Performing a comparative analysis to identify various competitions
and tap its own potential to pitch their brand. Analyze potential
social media practices across various demographics for the most
viable channel of communication. Evaluate associated risks
regarding the venture into e-commerce and social media business
models.
RECOMMENDATIONS : As per our study, we would like to recommend
the following :- 98 pc of the population using Social Media 1 are
in the age group of 18-39 years which are in coherence with the 90
pc of the population of GameInCorp. Increased focus on product
quality. Major chunk of the population following GameInCorp resides
in urban areas and being literate they are more acquainted with
e-commerce.
