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CASE IDENTIFICATION OF RETAIL OUTLET LOCATIONS IN NAGPUR MARKET

STUDY THROUGH CUSTOMER & MARKET RESEARCH RESEARCH


CLIENT A poultry major intending to enter the Chilled Chicken retail market FOOD
CLIENT PROBLEM RESULTS
• Within 12 weeks client was able to gain an insight into the
• Client wanted to understand customer perception, buying
chicken market in Nagpur, with customer preferences
behavior, and experience around Halal Chilled Chicken,
along with market potential and strategic location where around Chilled Chicken obtained from primary sources.
retail outlets could be opened. • The analysis result was vetted by client and found to be
matching with their own data.
SOLUTION APPROACH • Client was able to finalize the top 12 POIs, out of the 22
suggested, to open Chilled Chicken Shops.
• pManifold undertook a mix of secondary and primary
research to identify strategic retail locations in the city.
POI Dashboard
• Carried out primary surveys to locate existing chicken Location 22
Location Attractiveness
Location Name AMBAZARI
Consumer Attractiveness
Rank 5
Potential Retail Point & Catchment Areas
Prabhag No. 13 SEC Classification

shops (~500 GIS tagged locations ) with neighborhood Location Map Upper Class (%)
Middle Class (%)
Lower Class (%)
72%
22%
6%
Retail Points
Near NIT Complex, Near Ghate
Restaurant

profiling. Current Chicken Consumption


Current Shop Distance (km) 1.72 Service Catchment Areas
Current Consumption (kg/year) 9.80 Ambazari layout, Verma Layout, Shivaji

• Overlaid supply side data to demographic data set at


Nagar
Awareness
Chicken In Referigerator (%) 94%
Population Characteristics Chilled Chicken (%) 47%

ward/prabhag level, and built heuristics for supply and Population Density (ppl/Ha) 180
Low Slum Population
Population Mix (SC-ST) 33%
Unhygienic (%)
Food Safety (%)
Shop Surrounding (%)
100%
97%
100%
Relevant Shops/Stores Nearby
1
2
Super Bzr/Rel Fresh
KFC/IFC/Cluckers
0
0

demand correlations
No. of Residential HHs 18784 3 Icecream Stores 1
Preference 4 IB/Frozen Stores 1
Supply Side Characteristics Chilled Chicken Pref. (%) 0%
No. of Chicken Shops 20 Willingness to Switch (%) 0% Notes:

• Identified first 42 Point of Interests (POIs) that showed a


Supply Density 0.48 Inclined to buy if value add provided, CCD, Reliance fresh, Cluckers, Dominos
Select Portions (%) 100%
Home Delivery (%) 97%
# Sample Above Avg. Halal Guarantee (%) 3%

higher potential for hosting Chilled Chicken outlet, both 36 Below Avg.

from supply and demand side. GIS Mapping


• Conducted over 1200 consumer surveys, capturing
opinions and preferences for Chilled Chicken eateries,
based on which the top 22 POIs (of 42) were identified.
• Created demand sizing estimation model for Chilled
Chicken at selected 22 POIs and conducted workshop with
client decision makers to identify strategic locations for **Data has been sanitized and meant for Illustrative purposes only
retail outlets
2/19/2018 © pManifold. All rights reserved. 1