CIA- III

SCHOOL OF BUSINESS AND MANAGEMENT

MARKETING MANAGEMENT

TOPIC: Service-Learning Initiative on Promotion Techniques for Unorganised sector

SUBMITTED TO:

Prof. Anand Shrishaila Halgatti

Business and Management

(Christ University, Kengeri Bangalore)

SUBMITTED BY:

Arya Rajesh (2320809)

Varsha. s (2320868)

2 BBA H

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SI.NO PARTICULARS

1. Introduction To Marketing
2. Introduction To Sector
3. Introduction To Unorganised Business
4. Marketing Activities
5. Introduction To Promotion
6. Unveiling the Promotional Strategies of the sector
7. New Suggested Promotional Techniques
8. Measured Outcome
9. Sales graph
10 Conclusion
11 References

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Introduction to Marketing

The emergence of ‗marketing‘ as a business discipline is of relatively recent origin.

Though it has been practiced from the time of barter through money economy to today‘s
modern complex marketing system, exchanges have been taking place. The ideas
associated with marketing have undergone a great deal of change over centuries. Even
after marketing became a full–fledged business discipline. Marketing, more than any
other business function, deals with customer. It revolves around the customer. Building
relationship based on customer value and satisfaction is at the very heart of modern
marketing. The pricing strategies adopted the promotional tools selected; the design,
shape and size of the product and the place of sales etc. are all decided after finding out
the lifestyle, culture, buying habits and media consumption habits etc of all customers
Marketing links producers and consumers together for mutual benefits production will be
meaningless if goods produced are not supplied to consumers through appropriate
marketing mechanism. When we saw around us we find marketing in advertisements that
fill our T.V. spice up our magazines, stuff our mailbox or enliven our web pages. At
home, at school, where we play, and where we work. We came across the marketing in
almost everything that we do. Behind it all is a massive network of people and activities
competing for our attention and purchases.

Introduction to Sector

The sector we have chosen is retail shop, unorganized which shows that unorganized
retailers on the attributes of store image, range of products, brand choices, price, store
ambience, credit availability shop proximity and complements. However there were no
perceived difference on product freshness and customer care. This study clearly point out
that the unorganized retailers are facing stiff competition from the organized retailers.
This has reduced their sales, profit, and employment considerably. The operational cost,
consumer credit also increased due to the presence of organized retailers The unorganised
Indian retail industry runs outlets locally to deliver products in a few minutes at your
doorstep. The small shops run on minimum internet usage, low-quality inventory and a
small supply chain. Furthermore, the vegetable vendors, grocers, and local cloth
merchants use formats of low-cost retailing. According to some surveys, the unorganised
retailing industry accounts for 97% of shopping needs. The unorganised retail consists of
small business operators who sell non-branded products on a lower scale. They sell goods
in split quantities at a fixed location. Some vendors may be mobile within a small
geographical area. An unorganised Indian retailer prefers not to use modern technology.
Rather they hire employees as their salesman and helpers. However, they have a massive
potential of managing trade and inventory quite well.
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A Hive of Unorganized Business: Exploring Chowdaiah's retail shop

Chowdaiah's retail shop , a microcosm of the city's vibrant unorganized sector located in
Hebbal . Here, amidst the fragrant smoke from roadside chai stalls and the rhythmic chatter
of local gossip, a community of artisans weave their magic. Chowdaiah's retail shop boasts a
collection of unassuming workshops. These are more like extended living rooms, where
families come together to create a symphony of colour and craft. Sunlight streams through
open windows, illuminating nimble fingers weaving intricate patterns on silk sarees, the
rhythmic tap-tap-tap of the loom a constant soundtrack. Elderly women, their hands etched
with the stories of a thousand creations, patiently guide younger generations, ensuring the
knowledge is passed down.
Chowdaiah's retail shop, a vibrant hub within the unorganized sector, exemplifies the
entrepreneurial spirit that thrives outside the confines of corporate structures. Unlike a
departmentalized business, this retail shop functions as a marketplace where independent
vendors and shops collaborate to serve the local community

Marketing Activities

Individual Shopkeeper Promotions:

 Grab Attention: Create eye-catching window displays to highlight your items or

special deals. Use colourful posters, mannequins dressed in the newest fashions, or
thematic décor for seasonal advertising. Inside the store, emphasize specials with
clear signs and appealing product groupings.

 Promotional Power: Implement engaging sales methods. Offer discounts on

select goods, operate buy-one-get-one-free (BOGO) promotions, or hold clearance
sales to clear out outdated stock. Consider offering limited-time flash specials to
generate a sense of urgency and enthusiasm.

 Loyalty Pays: Create a loyalty program to attract repeat business. This might
include awarding points for each purchase, which can be used for discounts or
special incentives. Early access to deals and tailored recommendations improve
the consumer experience.

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  Digital Growth: If your budget and target demographic allow for it, consider
starting a social media presence for your business. Share product updates, specials,
and behind-the-scenes looks with potential consumers.

 Target Audience: Customize your marketing for your individual client base.
Understand their requirements and preferences to build offers that appeal to them.

Community Marketing Initiatives:

 The Power of "Unity": Work with other shops to establish a unified front. We
may create events, sales, or sweepstakes to reach a broader audience. This might
be a "Shop Local" weekend with special deals at all stores, or a holiday market
with food booths and entertainment.

 Spreading the Word: Collaborate with a local residents' organization or

community group to distribute fliers or posters in the surrounding neighbourhood.
These flyers might feature a map of the retail layout, highlight prominent
companies, and advertise forthcoming events or specials.

 Think Outside the Box: Organize community activities, such as art exhibitions,
food demos, or workshops. This promotes a lively atmosphere, draws new
consumers, and encourages a sense of belonging.

 Collaboration is Key: Working with the businesses and neighbourhood improves

the overall attractiveness.

 Consistency is Crucial: Maintain a consistent strategy to advertising and

branding. Regularly update displays and social media information, and ensure that
loyalty programs run smoothly.

Introduction to Promotion

Promotion is a multidimensional part of marketing strategy that includes a variety of

actions aimed at engaging with target audiences and achieving certain goals. At its heart,
promotion informs, persuades, and reminds customers about the advantages, features, and

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value of a product, service, brand, or event.
Advertising is an important aspect of marketing, and it includes a variety of outlets such
as television, radio, print media, internet platforms, and outdoor signs. Advertising
enables firms to reach a large audience and raise brand awareness via well-crafted
messaging and imaginative graphics.
Personal selling is another significant aspect of advertising that requires direct
engagement between sales personnel and potential clients. This strategy enables
individualized connection, relationship development, and real-time resolution of
consumer requests or issues, Discounts, coupons, rebates, sweepstakes, and loyalty
programs are used to motivate purchases and increase short-term sales. These strategies
may generate a feeling of urgency and push consumers to take rapid action, increasing
revenue and clearing inventory.
Media relations, community involvement, sponsorships, and events are all examples of
public relations activities that aim to manage a company's or brand's image. Organizations
may increase credibility, trust, and goodwill within their target audience by creating
favorable PR and cultivating connections with stakeholders.
Direct marketing entails engaging directly with customers using means such as email,
direct mail, telemarketing, and SMS messaging. This method enables for more exact
targeting and individualized messaging, allowing firms to tailor discounts to certain
demographics and better measure reactions.

Unveiling the Promotional Strategies of Chowdaiah’s retail shop

 Comparatively high price:

Customers are likely dissatisfied with the retail shop's excessive pricing, lack of inventive
product selection, and failure to provide festive bargains.

 Unassuming Shop:
The shop suffers from a lack of customers due to several factors. Firstly, it lacks brand
recognition, making it invisible to potential customers. Secondly, it has no established
partnerships with other retailers, limiting its ability to expand its reach. Finally, the
uninviting and unclean surroundings discourages customers from even entering the shop.

 Lack of salesman:

The lack of salesmen is likely to result in extended wait times for consumers,
resulting to irritation and, eventually, lost revenues. . This cycle of poor customer
service can hinder the store's ability to generate revenue and pay its employees
competitive wages.

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  Lack of skilled workers:

Lack of trained workers The store is experiencing a loss since there are less trained
workers to complete the customers' job, therefore the customers have to wait for a
long time for their order. As a result, the customers do not choose to visit that
shop.

New Suggested Promotional Techniques

Price Optimization: Price optimization entails doing a detailed review of pricing

structures and comparing them to rivals to guarantee competitiveness. Implement
dynamic pricing techniques that take into account demand, seasonality, and customer
behaviour. To reward existing consumers and entice new ones, provide discounts,
promotions, and loyalty programs.
Product Innovation and Diversification: Evaluate consumer preferences and market
trends to find gaps in product choices. Introduce fresh and creative goods that address
changing consumer demands and tastes. Collaborate with suppliers or manufacturers to
create distinctive or custom-made goods that distinguish the retail store from competition.

Seasonal and Festive Promotions: Plan and carry out festive sales events, promotions,
and special offers to leverage on seasonal purchasing trends and increase sales. To
generate excitement and encourage sales during peak seasons, provide packaged offers,
limited-time discounts, or special holiday collections. Use a variety of marketing
platforms, including as social media, email marketing, and in-store advertising, to
promote holiday deals and increase foot traffic.

Brand Development and Marketing: Invest in branding activities to raise visibility and
awareness among potential customers. Create a distinct brand identity that includes a
distinctive logo, tagline, and consistent visual components to set the store apart from
rivals. Implement targeted marketing strategies using numerous channels, such as social
media, local advertising, and community events, to reach the intended demographic and
increase interest in the store.

Partnerships and Collaborations: Form strategic alliances with complementary

merchants, corporations, or community groups to broaden the shop's reach and attract
new consumers. Investigate chances for cross-promotion, collaborative marketing
activities, or co-branded events to utilize each partner's consumer base and drive foot
traffic to the store.

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Performance Incentives: Implement performance-based incentives or bonus programs to
motivate and reward staff who provide exceptional customer service, meet sales
objectives, or contribute to the shop's overall success. Competitive compensation, perks,
and possibilities for promotion can help recruit and keep top personnel in the business.

Recruitment and Training: Prioritize hiring competent and skilled salespeople with
good customer service skills, product knowledge, and the ability to manage a variety of
client inquiries effectively. Implement a thorough training program to onboard new
employees and offer continuous training and development opportunities to help them
improve their skills and knowledge.

Feedback and Continuous development: Encourage staff to communicate openly in

order to gain feedback, recommendations, and insights into areas for development. Assess
and analyze customer satisfaction, wait times, and service quality on a regular basis in
order to identify bottlenecks and take remedial action as soon as possible.

The measure of proposed outcome

Quantifying the Increase in Sales:

 After two weeks of implementing these techniques the results are as follows:
 Increasing awareness and offering enticing specials attracted more people to the
shop.
 Loyalty programs and tailored incentives increased client spending each visit.
Improved experience and a feeling of community can increased repeat business.
 Encourage merchants to record sales data before, during, and after the promotional
campaign. This assisted to determine whether or not the efforts improved sales.
 Collecting sales data might be challenging for shops who are unfamiliar with
conventional sales tracking.
By these the sales was increased by 20% just for two weeks

customer retention

 Building solid relationships with clients by knowing their requirements,

preferences, and purchasing habits. This entailed individualized communication,
proactive involvement, and responding to client problems quickly and efficiently.
Delivering high-quality goods or services that meet or exceed client expectations.

 Implementing loyalty programs, awards, or incentives to stimulate repeat

purchases and consumer involvement. These programs featured point-based
systems, unique incentives, and discounts for loyal clients.

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 INCREASE IN SALES

20
15
10
5
0 no of days
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

no of days units sold

Conclusion
Chowdaiah's retail shop's promotional techniques efficiently handled a number of
difficulties, including excessive price, a lack of brand awareness, insufficient personnel,
and unsatisfactory customer service. The shop effectively grew sales by optimizing price,
offering novel items, exploiting seasonal specials, and investing in branding and
marketing.
Furthermore, collaboration with other stores, incentives for both customers and staff, and
an emphasis on recruiting, training, and feedback all helped to improve the entire
customer experience and increase retention rates. Implementing these techniques resulted
in a large boost in sales in only two weeks, proving the power of focused promotional
efforts in overcoming company problems and generating growth. Overall, the success of
Chowdaiah's retail shop demonstrates the value of strategic planning, innovation, and
customer-centricity in accomplishing corporate goals and creating long-term success in
the retail sector

References

https://www.quora.com/ business-in-unorganised-sector-in-India

https://mits.ac.in/mits_new/public/uploads/jntua/a48d54b241d7a3e93c0e10c9e1b428f0.pdf

http://www.ijrms.com/olvolume6issue6/June-1.pdf

http://express.com/cities/bengaluru/2012/Oct/13/bangalores-booming-retail-market-
414810.html

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https://archive.mu.ac.in/myweb_test/TYBCOM%20study%20material/MHRM.pdf

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