Marketing Management –II

Assignment

Your assignment involves three separate parts. You can get started on this at any time, but your
recommendations and the detail of your answers will need to be completed closer to the end of the
term after you have read the chapters, completed your assignments, and gained a greater
understanding of the retail concepts. If you like to shop, you’ll find this experience insightful and fun.
If you don’t like to shop, it may not be as much fun but it will still be insightful. We all need to shop at
some time, and I think you’ll learn a lot when looking at the experience through more critical eyes. In
summary, this is what you are going to do:

Part A – Comparison Shopping (Submission date : 10/4/19)

PART A: Compare at least seven products

among four food retailers on

 Variety
 Assortment
 Service
 Price
 Location
 Promotion
 Design and Display  Type of Retail Institution
The form attached will provide guidance for you. You should have seven forms completed for this
part of the project. From the information you gather, you are to come to some conclusions about
each retailer's strategy. Give as much detail as you can. For each retailer identify:
a) The target market the you think the retailer is directing its efforts and why
b) How the retailer strives to satisfy the needs of the target market
c) How the retailer builds a long-term advantage over the competitors.
d) Conclude with how effective you think the retail strategy is for each retailer.

PART A (5 Marks)
Product #_perfumes__: Type of
Product_cosmetics(FMCG)____________________________________________
 STORE #1 STORE #2 STORE #3 STORE #4

YardleyLace satin Fogg majestic Fogg royal,fogg osr boys ,rexona

Variety- ,Yardley royal red ,fogg imperial, paradise,fogg advanced
How many roses,yardley monarchy,yardley whitening,rexona
Variations fogg royal,fogg
are eligance ,fogg paradise ,fogg red roses,layer aloe vera , rexona
represented? marco,fogg radiate ,jaas shot,osr boys,osr shower
(How many monarch,axe girls ,jood fresh,morning
deodorant,Z
Types of signature rogue vibrant,rexona fresh, layer shot
choc. magnetism,KS
,osr boys ,rexona aloe vera ,axe maxx,jood
Chip urge,KS spark,axe
advanced signature harmony,jood
cookies?) marine
whitening,rexona vibrant,jood
splash,layer shot
aloe vera , rexona incredible,layer
maxx,jood
shower shot bullet.
harmony,jood
fresh,morning
vibrant,jood
fresh,
incredible,layer
shot bullet
Yardley – Fogg – 6 types, Fogg – 3types, Rexona – 3 types
Assortment - 3ttypes, Axe- 3types axe – ,osr – 1 types, layer
How many Fogg – 2types KS – 3 types 1types,layer shot shot – 2 types
Brands of
this one Axe – 2types Z magnetism , – 1 types,rexona ,jood – 4 types.
type? Rexona – 3 types Layer shot ,jood – – 2 types
(Mothers, 3types,jaas jsr
Keebler,
Private
label)
Samples are Samples are Samples as Samples are
Any involved ,box available , box available, No available,packing is
service packaging,selfhelp packaging and packaging in box included,non self
involved? self service ,self service service .
(Samples,
convenient
pkg.,
selfhelp)
Osr boys – Rs Fogg-Rs Fogg – Rs Rexona – Rs
Price 110,fogg – Rs 185,jaas-Rs- 190,layer shot – 205,layer shot –
185,rexona-Rs 199,Layer shot - Rs 185,jood – Rs 195,jood Rs –
195,Yardley- Rs Rs 195,jood – Rs 180,Yardley Rs 190,osr Rs 180.
190 185,KS Rs-225 195
Location in 2 Location in 5 Location in 2 Location in top
Location (on Shelf on right side shelf on right side Shelf in front of shelf in left side of
shelf, in in stores of the stores the stores the stores
store)
 No sales coupons No sales No sales Sales offer of 5 %
Promotion are available coupons coupons and are available
(Sale, offers
coupons,
samples,
Design display is No design and Design displays Designs are
Design & here on the displays at down and displayed here in
Display this stores
backside on the advertising
(Special
shelf stickers are
display?
available
facing,
signs)
Departmental Departmental Departmental Departmental
Type of stores stores stores stores
Retail
Institution
no advertisement Limited No offers for No extra offers
Other for perfumes in fragnance are perfumes and for this products
Comments stores availables cost reduction
are not available