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Sumant Sharma

H-2012-MBA-46

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Key Features

Over 20,000 members.

Kind of a debit card.

One-time registration fee of Rs100 Shopping value Rs.1000 is credited per month.

Shop for 1,000 per month for 12 months.

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Calculation Table

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City map highlighting BB stores and competition

stores

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S.No CompetitorsStore

Name

Average

Monthly

Sales

Carpet

Area

Number of

FloorNearest BB

Distance

from BB

Average

Monthly

Sales

1

More Mega store

Rohini 6 60000 sq ft 1 BB - Wazirpur 4KM 5

Kirti Nagar 4.5 60000 sq ft 1BB Inderlok 4 km 3.5

BB Raja Garden 3KM 3

2

Auchan Subhash

Nagar, Delhi 4 50000 Sq ft 1 BB Raja Garden 3 KM 3

3 Vishal Mega Mart

Pitampura, 1 22000 Sqft 1 BB - Wazirpur 3KM 5

Karolbagh 1 24400 Sqft 1

BB - Raja

Gardern 5 Km 3

Raja Gardern 0.5 9100 Sqft 1

BB - Raja

Gardern 1 Km 3

Number of Super Market in Cluster :13

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AUCHAN

MORE Hyper

Pacific Mall

Momentz Mall

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Rohini & Kirti Nagar- App 60,000 sqftSize

Every Day Lowest Prices ( Very Competitive pricing on Food ).

Unbelievable deals in electronics & GM.( Mega Import Festival)

Uses of Loyalty based promo tools.Current Tone

Strong presence in food category & Electronics category.Strength

Press ad inwest Delhi plus ( Area focused ad)

A3 size folder insertion in newspaper on regular basis

Promoting every day as Wednesday to counter wed Bazaar(using outdoor media for same )

Communication

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In Store Display

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PRESS AD & Leaflet

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Outdoor

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Tilak Nagar -App 60,000 sq.ftSize

Use of Saving perception to communicate( Dumdaar offers new savings).

Deep discounting in F&V & Staples leadscommunication.

Current Tone

Strong discounting in food category.

NonVeg a strong destination category for the store.Strength

Press ad in TOI/HT cuts for North Delhi and Gurgaon.

A3 & A4 size leaflet insertion.Communication

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COMPETITION MAPPING: South Cluster

CompetitorsStore

Name

Monthly

Sales

Monthly

Footfall

Carpet

Area

No. of

Floors

Nearest

BB

Distance from

BBBB Sales

Le Marche

VK2/VK1 60-70 lakhs

30000

- 3

VK2 2km2 CR

approx

ModernBazaar

Vk2/VK1 30-40lakhs 30000 - 2 Vk2 2km2 CR

approx

Natures

BasketVk2/VK1

23-30lakhs 25000 -

2

VK2 2km2 CR

approx

Modern

BazaarSaket

35-45 lakhs20000

-

1

Saket .5km50 lakhs

approx

Safal storesVK1 /

VK26-7 lakhs

4000

approx- 1 Vk1/ vk2 - -

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COMPETITION COMMUNICATION STRATEGY

Store Name Print Ads Leaflets Promos Instore

activation

Marketing

Property

Le Marche Only in Local

Magazines

Newspaper

insertion

Nil Brand

Specific

Nil

Modern

Bazaar

Local

Newspaper

and

magazines

Nil Nil Nil Nil

Natures

Basket

Local

Newspaper/

magazines

Newspaper

insertion

Nil Nil Nil

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COMPETITION PICS

Le

Marche

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COMPETITION PICS

Modern Bazaar

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City map highlighting BB stores

and competition stores

BIG BAZAAR

VK2

NATURES BASKET

MODERN BAZAAR

LE MARCHE

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Monthly Cluster specific press ad

( Area focused ad).

Food Ticket size offer on Wednesday and Saturdays for concern Stores .

Morning Bazaar in Stores like BB VK2 & FB Rohini

Visibility on Metro Lines ( Metro Platform Panel Branding ) for stores on

Metro Lines .

Geo Fencing For Fbb Karol Bagh and Fbb Kamla nagar Markets.

Fortnightly Ad in Catchment specific Newspaper Supplement News Ofthe Week .

Recommendation

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Namaste