JAIPURIA INSTITUTE OF MANAGEMENT, LUCKNOW
PGDM- RM
th
4 Trimester (Batch 2019-21)
END TERM EXAMINATIONS
Course Name Retail Branding and Promotion Course Code RM-402
Max. Time 2 hours Max. Marks 40
Instructions: Read the case carefully and then answer the questions given in the end. The answers
should relate to case, generic statements to be strictly avoided.
Case Study -1 -In- Vogue : Fashion Destination
“In- Vogue” is a retail chain dealing with latest, trendy and fashionable woman apparel. Ms.
Khatoon who plans to open this retail chain wishes to start from Lucknow in year 2021 in month of
January. She has already finalize 05 locations and wants to start them together in Jan 2020. She
wishes to provide latest fashionable apparels to teenage and young girls only and wants the store to
be a one store shop for all their fashionable needs. The store size will be approx. 2000 sq ft and will
have tops, shirts, bottom wear, inner wear, fashion accessories etc. The merchandise will be 70%
western and 30% ethnic. She has all the plans ready for grand opening and wishes to have grand
success as well. She wants her retail chain to be known for great merchandise, customized advice
and best customer services in the industry.
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Ms. Khatoon during her study times had read about art, craft and science of Branding but little did
he knew it will be so difficult to put to practice. She knows that is order to deliver a seamless
experience to consumers and to provide them best merchandise, customized advice and best
customer service is easier said than done. The employees need to be trained accordingly, visuals
and aesthetics needs to be in accordance with brand promise and this should be reflected in all
online and offline promotions as well. How to connect with customers and solve their issues in real
time is a challenge in itself. She has made a list to all “to do” jobs but is unaware of how to
accomplish them
Help Ms. Khatoon
Q.No 1: In creating the art, and craft for In-Vogue? The plan should cover every aspect of store and
should be aligned in order to deliver the brand promise? Emphasis to be given on both the
components i.e. art and craft? (06 Marks)
Q.No:2: How the art of brand should be communicated to target customers of the store? ( 04
Marks)
Q.No: 3: What may be the science part of branding in case? How Ms.Khatoon can make best use
of the same? Explain in detail (04 Marks)
Q.No:4 Ms Khatoon is thinking of organizing Mega Event for launch of her store? What type of
event she can think of and how to plan (cover each stage and each function) for the same? ( 06
Marks)
Case Study -2- Sabka Bazar: Sabki Zarurat Sabka Dhyan
Sabka Bazar “ Sabzi Zarurat Sabka Dhyan” is a leading grocery retailer of Lucknow city. It’s a 5
year old venture by Mr. Rajan who currently runs 22 Sabka Bazar in Lucknow. Sabka bazar is a
convenience grocery retailer dealing in grocery, food, fruits and vegetables which are purchased by
customers on daily, weekly or monthly basis. The Store is known for offering best prices and good
quality products the consumers. Currently the store operates in only 2 zones of the city
a) Zone 1 Indira Nagar and adjoining areas
b) Zone 2 Aliganj and Vikas Nagar areas.
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Zone 1 has 12 stores and Zone 2 has 10 stores. The response in both these zones has been good
and so is the sales and profitability of the stores.
Mr Rajan was planning to expand into new regions of Lucknow, he also wanted to understand
the awareness level and other key factors for stores in these 2 regions as well. He made use of
Brand Funnel concept and collected data from catchment areas of both stores. The results are
presented as follows:
S.No Variable Zone 1 Zone 2
.
Sample Size 1800 1200
1 Aware of Store 1600 900
2 Visited Once 1385 812
3 Visit Frequently 767 665
4 Satisfied 356 515
5 Consider Loyal 212 402
AWARE OF STORE
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VISITED ONCE
VISIT FREQUENTLY
SATISFIED
CONSIDER LOYAL
He is confused about the results of the brand funnel and can make out that stores in Zone 2 are
performing better as compared to Zone 1, but he is not able to fully analyze the data and cannot
interpret the same. He is confused whether he should strengthen his position is existing market
further or should move to new region of the city.
S.No Zone 1 Zone 2
Net Sale 15.5 Cr 14.8 Cr
Net Profit 2.8 Cr 3.2 Cr
No of 67 51
employees
#As on 31st March 2020
Q.No: 1: Evaluate and comment on the performance of Zone 1 and Zone 2 stores of Sabka Bazar as
per Brand Funnel data? (06 Marks)
Q.No: 2: What may be the challenges faced by Sabka Bazaar stores in Zone 1 and Zone 2? (05
Marks)
Q.No: 3: Suggest some measure to overcome challenges and strengthen market position of Sabka
Bazar (Based on data provided only) [05 Marks]
Q.No: 4: Whether he should expand in new regions or wait for some more time and strengthen in
current regions only? (04 Marks)
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