Table of Contents

A. History of the Company 1

B. Retail Strategy 2

1. Target Market

2. Merchandise Assortment

3. Human Resources

4. Store Location

5. Pricing

6. Communication Mix

7. Store Layout

8. Customer Service

C. Competitive Advantage 7

D.Part D 9
 Miniproject for Retail Management

Easy Buy-Vizianagram
A. History of the Company: (50 pts.)
Who did you interview?
M. srinivas rao-Store Manager (EASY BUY)
How long have they been in business?
2 years (In Vizianagaram)

How has their business changed over the years?

o Easybuy is the new value format from Landmark Group. Launched in September 2014
with the objective to create a complete family fashion destination in Tier 2 and Metro
Suburbs, the format is targeted at the middle class Indian customers.

o The first easy buy store was launched in west gate mall, rajajinagar, banglore in
september 2014. .Currently, Easybuy has 25 Exclusive stand-alone stores in South India
and is adding a new store every 3 weeks

o In vizianagram, easybuy was launched 15 oct, 2015 and now giving great competition
to similar retail stores like FBB , pantaloons and Reliance Trendz.

What is their mission statement ?

 Easybuy promises in trend styles at delightful prices. The Easybuy range has more than 1000
styles in the price range of Rs. 69 to Rs. 699. The product range is trendy with integrated design
and colour palette for the season and at the same time appeal to the local sensibilities through
appropriate styling. We have also ensured quality at par to international standards given strong
sourcing
expertise from Landmark group.

Do they plan to expand, penetrate, diversify, or change their retail format in the near future?

In the next 1 year, Easy buy plans to open close to 50 stores in South India.

B. Retail Strategy In the next 2 years, Easy buy plans to open close to 50 stores in South India.

1. Who is their Target Market: (15 pts.)

Define their customer according to demographics (age, gender, income level, education etc.)

o Easy buy target customers are Men, Women, Kids

o Their main target is Men and women who seeking super styles at super prices o Their
targeted customers belong to middle-class people.
Trade Area - primary, secondary, tertiary.

Easy buy trade area is at high streets and malls.

2. Merchandise Assortment: ( 15 pts.)

What are the major brands they carry?

EASY BUY itself only its major brand.

Do they have private brands?

 Yes, they have their brand easy buy.

Does this retailer carry convenience goods, shopping goods or specialty?

Easy buy carry Shopping goods.

3. Human Resources: (15 pts.)

How does this store prepare and train their sales people?

When new sales persons joined in easybuy they will be given training for 2-3 months which
includes all the sales activities followed by induction.

Sales persons will be given training in phases which

includes o Customer interaction o Communication
o Stores rules and regulations o How to convince customers o How to solve customer
complaints o How to give service to customers

Are they paid on commission, salary, or hourly wage?

Easy buy employees and sales persons are paid on salaries.

Are the sales people allowed to cross sell?

Yes, the sales people can cross sell in Easy buy.

Do they outsource any activities in their business?

Easy buy do not outsource any activities in their business.

4. Store Location: (15 pts.)

Where is this retail store located?

easy buy is not a free standing store.

 Location: easy buy, RTC Complex Area, Siddarth Nagar, Balaji Nagar, Vizianagaram,
Andhra Pradesh 535001, Andhra Pradesh, India.

Why do you think they chose this location?

It is very nearer to Bus stand, Railway station and multiplex where there will be more customer
traffic.
Is this site accessible for the customer?

Yes, it is very easily accessible for customers.

5. Pricing: (15 pts.)

What is this stores pricing policy?

o Easybuy promises in trend styles at delightful prices. The Easybuy range has more than
1000 styles in the price range of Rs. 69 to Rs. 699.

What other practices do they use to compete with price ?

o Easybuy currently using : promotional pricing ( buy 1 get 1 offers)

Does this retailer use the cost-oriented method of pricing or demand-oriented pricing?

o Easybuy use cost-oriented pricing

Is there a frequent shopper program?

o No, Easybuy is implementing frequent shopper program by giving star rate to

customers.

6. Communication Mix: (15 pts.)

What type of paid advertisements does this business use?

 o Print Media (News Papers, Brochures or Pamphlets)

What type of unpaid communication does this business use?

o Word of mouth is their strategy of unpaid communication

Does this retailer use cooperative advertising? With whom?

o No, easybuy is not using cooperative advertising

What type of sales promotions does this retailer use?

o Easybuy uses the sales promotions like

Discounts

Bundling offers

7. Store Layout: (15 pts.)

What type of design layout does this store use? (Grid, Racetrack, Free Form etc.)

o EASYBUY follow a freeform store layout. No particular format is followed. Anything is

placed anywhere but strategically. Same type of clothes is put up together in different sizes.

Is it effective for customer flow?

o Yes, it is effective for customer flow.

What type of fixtures do they use?

o T-Stands

What type of lighting are they using?

o LED Lighting is used which is bright and doesnt give bad impact on customers eyes.

Is music constantly playing? What type?

 o Music is not played every time in the store.

What type of scent is in the store? Does it detract or attract?

o They doesnt use any type of scent in the store.

8. Customer Service: (15 pts.)

What type of services does this store offer?

o Exchanges without showing bill

Talk to 3 customers - What is their perception of this stores customer service?

o Customers are satisfied with services easybuy are providing and the way they take
complaints and resolve are giving satisfaction to customers

How does this store handle customer complaints?

If any complaint is being raised by customers, contact the customer and take information
about customers problems. If, the complaint is not able to resolve at this level it will be
handled by regional managers Does this store have mystery shoppers to check level of
service?

o Yes, Easybuy use mystery shoppers. Marketing executives or managers from head
office often visit their stores and act as mystery shoppers to check level of service

Is the salesperson empowered to make decisions or is it up to management?

o Salespersons are given freedom of expression of their ideas and after approval from
higher authorities their decisions can be implemented.

o They conduct open house sessions often for sharing ideas from all level employees.

C. Competitive Advantage: (50 pts.)

Competition
 o Who are the retailers competitors (both direct and indirect)? How does your retailer
compare to these competitors in terms of its size, market dominance/share, sales,
profitability, etc.?
Reliance, pantaloon, fashion big bazar is competitor for Easybuy in Vizianagaram

As Reliance is in Ground floor in multiplex customers easily identify and reach the
store whereas Easybuy is in 2nd floor in the multiplex, it is difficult to identify
the store.
Reliance have high profits compared to Easybuy.

o What is your retailers competitive strength? How do they try to compete? Are there
strategies that have not worked for them?
EASYBUY Competitive strength is their pricing, as it is targeted the middle class
people its pricing is low compared to other stores.

Does this retailer have a competitive advantage over similar stores?

o Pricings are competitive advantage for EASYBUY over other stores.

How can they retain this advantage or achieve an advantage over their competition?

o EASYBUY offers 1000 variety styles price ranges from 69 to 699, i.e very low price when
compared to other similar retail stores and the variety of merchandise are unique. This
is an advantage for easybuy to capture market.

o What environmental and economic factors are affecting the retailer?

o Consumer factors

Consumer perception: Consumers may have positive or negative perception

towards Brands which will impact sales in retail store.
Family and Friends influence: Consumers will be influenced mostly by peer group
word of mouth and references. If they get positive word of mouth about those
retail stores, customers will be motivated to visit those stores.
o Technological factors

Technology is something that has greatly altered the way of business in this
century. It has altered how we used to shop. More and more customers now
shop online. IT has changed customers expectations and each one of them
wants to be served in the best possible manner. However, technology has
helped brand in other areas too. From supply chain to production and
marketing, everywhere technology has brought agility and effectiveness, raising
the level of productivity. However, this has also intensified the race as brands
are competing against each other to have the best in class technology. Any
brand must use the best technology to remain competitive. In a way,
technology has become indispensable. From websites to apps and even better
production systems, it is all essential to remain profitable and retain customers.
Technological changes are happening fast and every brand must adapt in order
to be successful.

o Legal and Political factors

In the 21st century the politico legal factors too have grown in importance in the
context of business. From workers rights related laws to environmental laws
and country specific laws related to business, there are several laws that affect
the fashion brands. Trade agreements also have a significant effect on the
business of international fashion brands. Import and export related laws can
affect the growth and profitability of the fashion brands.

o Economic Factors

Retail sales are driven by the economic environment. A robust economy correlates
to an increase in consumers' disposable income, increasing sales and allowing
retailers to sell more valuable goods, such as high-end electronics. On the other
hand, a sluggish economy decreases consumer confidence and can cause people
to spend less, leading to declining sales and forcing retailers to lower prices.
Economic and governmental factors often overlap in areas such as corporate
taxation, import and export laws, and inflation, which can decrease consumer
purchasing power.
 How is your retailer seeking to increase revenue in the future?

o Easybuy plans to open close to 50 stores in South India.

How do they make use of technology (web and ecommerce, supply chain management,
information systems, etc.)? How has technology affected the way they conduct business?
o Easybuy has been using technology in following aspect

They use technology in form of sensors for security purpose

They maintain marketing information system

Summarize your retailers primary strengths and weaknesses and support your assessment.
What are their biggest challenges now and in the future? How are they preparing to meet those
challenges? What do they view as their opportunities for the future? (This part is very
important) o Strengths of easybuy:
They provide variety of clothes at low prices.

They maintain good customer relationships

EASYBUY has been selling variety of clothes with unique styles and designs.

They offer attractive discounts and implementing good sales promotional

activities.
o Challenges for easybuy:

The main challenge for EASYBUY is to beat out its closest competitor Reliance
Trends
As Reliance trendz is in ground floor in the NCS multiplex custumers can easily
identify, whereas easybuy is in 2nd floor so, easybuy must implement some
strategies to improve sales.
o Opportunities for easybuy:
Easybuy can improve their sales by maintaining low prices and more vareities than
reliance.
D.Part D

1. Are they giving any training to their employee

EASYBUY is providing training to their employees in phases

If yes, then What is the area of training?

o The area of training they are providing is mostly on:

Customer relationship management

New hire training

Product training

Do they feel any area which they need training, either for themselves or for their employees.?

o They are covering almost all areas which are essential for retailers. These are sufficient for
them if they implement them properly.

2. one or two page summary of the comparison of the two retail firms SWOT.

Pantaloons Easybuy

Strengths: Strengths:

1.Pantaloons offers High variety of merchandise
with many designs.
2.It Maintains good customer relationship
management
1.Easybuy offers clothes starting from 69- to 699/-.
2.It is affordable price by all class people, it
increases their sales.
3.Quality of clothes is meeting value on price

3.It offers other services like alterations,

exchanges, home delivery.
4.Quality of clothes is meeting its value on price

5.They maintain centralized feedback system

Weakness: Weakness:

1.Easybuy is not able to provide more variety of

merchandise.

1.It is not capturing market of lower middle-class 2.It is not maintaining more customer relationship
people all the time, only it is having more relative to Pantaloons
customers when there are offers and discounts. 3.It is not offering other services like alterations,

exchanges and homedelivery facilities

Opportunities: Opportunities:

1.Pantaloons can increase their sales by reducing 1.Easybuy can have profits by concentrating on
their prices slightly lower than closest competitors middle and lower middle-class people with their
2. Pantaloons can make customers loyal to their affordable pricing strategies.
store when customers visit their store three to four 2.Easbuy is in multiplex, so there will be enough
times. customer traffic to the store

Threats: Threats:

Pantaloons customers are more attracted to variety There is tough completion to easy buy from
of merchandise they are producing all the time
Pantaloons, Reliance and Fashion big bazar.
according to latest and upgrading trends. If they are
not capable of selling such unique clothes, they will
lose their customers.