A project on-

New product launching strategy in

context of- “Easyday
market”

Submited to-
Submited By-

Mr. Shishir Jain Sir Arun

Kumar Soni
Faculty ”Product Management” MBA (mm)
3rd sem.

IMS DAVV INDORE IMS

DAVV INDORE

Outlines (point to be covered)

A. Introduction

B. 4 P’s of marketing

C. SWOT Analysis and conclusion

D. External environment analysis

E. Facts & figures

F. Conclusion
Easyday hyper markets are ‘Brand’ name of Bharti retails pvt ltd. Bharti Retail is a
wholly owned subsidiary of Bharti Enterprises. The Company operates easyday
neighborhood stores and compact hypermarket stores called easyday Market. Bharti
Retail provides consumers a wide range of good quality products at affordable prices.
easyday stores are a one stop shop that caterto every family's day-to-day needs.
Merchandise at easyday Market stores include apparels, home furnishings, appliances,
mobile phones, meat shop, general merchandise, fruits and vegetables among others.
First 'easyday Market' Compact Hyper Store in Indore - First store in Madhya Pradesh to
sell more than 15,000 products - About 45,000 square feet of space to deliver great
shopping experience at best prices - Employs more than 175 housewives, retired and
differently-abled people, fruits and vegetable sellers, school and college dropouts

Bharti Retail, a wholly owned subsidiary of Bharti Enterprises, today entered the Madhya
Pradesh market with the launch of its first compact-hyper store 'easyday Market' in
Indore, Madhya Pradesh. Located at Main A.B. Road, Indore, the new store offers
customers a great shopping experience, high in-stock levels and a wide range of quality
products at the best prices all under one roof.

The easyday Market in Indore is about 45,000 sq. ft. store that offers over 15,000 quality
products, including a wide range of home ware & furnishings, trendy apparel range, a
range of electronics & electrical appliances, books, food & grocery and fresh fruits &
vegetables at unbelievably low prices consistently to enable people save money to live
better. easyday Market stores are a one stop shops that cater to every family's daily and
monthly needs.
 For successful flight, great ideas need landing gear as well as wings. Philip Kotler.

The Marketer must make strategic decisions about packaging and promoting its new product to
deliver it through its branch network. The commercialization strategy revolves around the four
marketing Ps of the new product, whose features will be refined as it evolves through its life
cycle, as the institution matures, and as client needs change. Although the four Ps of marketing
are defined from the seller’s perspective, they are designed to deliver benefits to the customer
and can be thought about in relation to the four consumers Cs, as illustrated below.

Criteria for developing a market strategy:

4 Ps 4 Cs
Product Customer needs and wants
Price Costs Cost to the consumer
Positioning Convenience
Promotion Communication
 PRODUCT

The product is here a shopping super store which provide the combination of all
daily consumer goods, further product can be divided into-

Core Product.

Actual Product.

Augmented Product.

Product design involves:

• Core product—the main benefits the customer expects from the product;

• Actual product—the specific terms and other features that directly meet customer needs; and

• Augmented product—ancillary services, which determine the accessibility of the product

Core Product.

At a minimum, a product must offer the main benefits the customer expects from the product or
fulfill a need. When it is about a retail store its core is ensuring the availability of all daily
require consumer durables at one stop. The store must contain a large assortment of shopping
goods like groceries, vegetables, fruits and apparels.

Here the core product is defined with a broader prospective and many new brands have been
added to ensure the variety of preferences of consumers.

Actual Product.

The actual product include specific features that are added with core product. For a retail store it
can be considered as special offers, easy billing procedure, loyalty membership etc

Augmented Product.

The augmented product stand for easy exchange policy of retail stores, extra points on
purchasing, the attitude of sales staff and billing personnel’s, easy availability of desired
merchandise and proper signage for different place of retail store.
 PRICE

Determining price is an integral part of product design. Different products will have distinct
costs associated with delivering them, so differential pricing is key to the financial
sustainability of the “RETAIL STORE” Moreover, customers will be more price-sensitive to
certain products than to others. Understanding cost differentials and recognizing customer
sensitivities allows the “RETAIL STORE” to price its products more effectively and make
deliberate decisions about which market segments it can reach. The main components for pricing
are cost recovery and competitive considerations.

THE VARIOUS ASPECTS OF PRICING STRATEGY IN RETAIL SECTOR

The main theme of “easyday” retail stores is its competitive pricing strategy which prove to be
lowest in segment and promise to fulfill required needs at lowest cost to consumers.

Positioning & Place

Place decision is very relevant in order to run a departmental store or super market
to attract larger share of customers. The location is chossed at a.b. road indore.

The place already with two major super market chain so called MORE MEGA
STORE & PAKIZA. hence it contain high customer density because larger people
of this region are doing job and like to shop for there daily needs at a single stop
that’s why most of time they look for super markets.
Main features of place determinations were very critical which assure some certain
requirement s-
Easy accessibility.

Preferred destination for shopping.

Demographical sustainability.

Convenient

Promotion
Promotions are important components of new product implementation because
they are the
primary means of communicating its features and building consumer awareness.
The product teamwill need to develop a promotions plan that communicates the
benefits of the product to the target market.

Promotional activity can include advertising, publicity, and public relations and
should be appropriate to the target market. Print advertising is pointless if the
majority of the target market is illiterate or speaks a local dialect. Some MFIs rely
on colorful posters that graphically depict their product, or on non written forms of
advertising, such as radio broadcasts.

Understanding promotion:

If the circus is coming to town and you paint a sign saying, “Circus coming to the
Fairground
Saturday,” that’s advertising;
If you put the sign on the back of an elephant and walk him into town, that’s
promotion;
And if the elephant walks through the Mayor’s flower bed, that’s publicity;
And if you can get the Mayor to laugh about it, that’s public relations.

The promotionl ctivity followed by esy dy markets is very specific nd ctchy

which ttrccted rapid attention of consumers and transformed a good
number of prospects to customers.

The major promotional activities were-

Trade-Oriented Sales Promotions

Trade Shows
–Sales
Objectives
–Communication Objectives

Specialty Advertising

"useful articles to carry the

advertiser's identification and
message to its target market"
–Unstructured/Random Dist.
–Structured Dist.

Consumer-Oriented Promotion
Objectives
Obtain trial and/or repurchase

Increasing consumption of an established

brand
Defending current users (franchise
holding)

Enhancing advertising & other marketing

Efforts

Hence to conduct all these promotional activity Target

market was chosen as whole urban area and different
methods were used to reach different layers of target
consumers.
These methods (medium of communication) were-
Print ads through newspapers-newspapers are directly
related with households specially with working women’s
who are in first priority of the store, similarly it cover the
mass media as newspaper spread the information as
wildfire.

Hoardings- again the hoardings were plotted at heavy

density at all the major places to communicate its offers to
mass at short span of time.

Swot analysis
Swot analysis can be drawn to better understand new product launching of Easy day markets.

S- Strength
1. Well defined place
2. Strong promotional participations
3. Large collections and endorcement of new brands.

O- Opportunities

1. Extreme range of potential consumers

2. Chances to establish as a major player as market is fully intend.

W- Weakness

1. Most of the consumers are not willing to move out in traffic rush for there daily needs.
2. Sales staff is not well trained.
3. Rush at billing counters

T-Threats

1. Competition from heavy players as well as local unorganized shopkeepers.

2. Dependency on price factor only can reduce the opportunity of making loyal customers.
 Players at retail market Key characterstics
Big bajar Market leader, early start up, familiar brand
name, offer one stop service to high income
groups

More Mega store Heavy promotional offers, cater to mid level

and lower level cluster of pyramid, price
sensitive image.

Unorganized retailers Easy to access, offer credits to regular

customers, provide a larger time space for
shopping activities

Easy day markets Too much dependency over price cut offers,
well defined location, collection of new brands

. External environment analysis

 Major competetiors

Aditya birla retails More Mega store

Pakija retail store

Vishal retails store

Aditya birla retails More Mega

store
.Aditya Birla Retail Limited is the retail arm of Aditya Birla
Group, a USD 28 billion Corporation. The Company
ventured into food and grocery retail sector in 2007 with
the acquisition of a south based supermarket chain.
Subsequently Aditya Birla Retail Ltd. expanded its
presence across the country under the brand "more."
with 2 formats Supermarket & Hypermarket
more. for you - Conveniently located in neighbourhoods,
more. supermarkets cater to the daily, weekly and
monthly shopping needs of consumers. The product
offerings include a wide range of fresh fruits &
vegetables, groceries, personal care, home care, general
merchandise & a basic range of apparels. Currently, there
are over 600 more. supermarkets across the country.

more.MEGASTORE - is a one-stop shopping

destination for the entire family. Besides a large
range of products across fruits & vegetables,
groceries, FMCG products, more.MEGASTORE also
has a strong emphasis on general merchandise,
apparels & CDIT.

Vishal retails store

The jewel in Vishal Group’s crown is its flagship
company Vishal Retail Ltd. a company engaged in
Hyper market stores with an average area of 25,000
to 30,000 sq. ft. through an impressive chain of 172
fully integrated stores in spread over the area of
more than 24,00,000 sq. ft. in around 110 cities
across India in 24 states. The turnover of the
company for 09-10 was 1105 Crore . Maintaining the
highest standards in quality and design, these stores
have come to offer the finest fashion garments at
down-to-earth price structure. A fact that is better
visible in the constant flow of shoppers all through
the year. Under the title of Vishal Mega Mart these
stores have emerged as the regular haunts for the
bargain-hunters and fashion enthusiasts al

Big bajar retail stores

Big Bazaar is not just another hypermarket. It caters to
every need of your family. Where Big Bazaar scores over
other stores is its value for money proposition for the
Indian customers.

At Big Bazaar, you will definitely get the best products at

the best prices - that's what we guarantee. With the ever
increasing array of private labels, it has opened the doors
into the world of fashion and general merchandise
including home furnishings, utensils, crockery, cutlery,
sports goods and much more at prices that will surprise
you. And this is just the beginning. Big Bazaar plans to
add much more to complete your shopping experience.

In indore its store is situated at treasure island on M G Road and

first of its type it catter a large share of market specialy in
geographical area from Gita bhavan, Palaisa,tukoganj to LIG and
Vijay Nagar.
Pakija retail stores

This one is local store chain which is basically dealings apperals

and other clothings it has its own image of service at competitive
costs to consumers thus its customer base is demographically mid
level income people.
Facts & figures
RESPECTIVE EFFECT OF LAUNCHING OF NEW
PLAYER EASY DAY MARKETS

Conclusion
Research shows that performance in a new product’s first year is a strong
predictor of long-term results. Therefore, maximizing the success of new
product launches is critical. Yet even with a superior product profile and
marketing strategy, commercialization success may be mitigated by
ineffective planning Hence the conclusion can be drawn from the all above
research and stuff obtaine-
The strategy followed by Easyday Market to meet the effective product
launching.

o Testing, qualification and certification

o Pilot production and process prove-out
o Forecasting and ERP set-up
o Vendor qualification
o Product and service manuals
o Package design
o Marketing and advertising program design and execution
o Market testing
o Sales and distribution planning
o Sales, support and service training

Thus the operations conducted by Easy day market emphasize the effect of well
planned new product launching strategy packed up with superior combination of “ 4
p’s of marketing” and competitive analysis of business models and environmental
studies.