Xaviers Institute of Business Management
Studies
MARKS : 80
SUB: Retail Management
N. B. : 1) Attempt all Four
Case studies
2) All questions carry equal marks.
CASE STUDY 1
Movie
Merchandising: Is there a market for it?
Introduction
Bollywood industry is exploring new vistas of revenue. From
overseas distribution, ramp shows to selling merchandise related to movies are
used to mobilize the collections. This phenomenon is not new to the film
industry. Holly wood movie like star wars was able to sell $9 billion worth of
merchandise Indian films are not behind the competition. They just adopted the
success formula of Hollywood
What is movie
merchandising?
Selling the dolls, masks, key chains, kid’s bags, and
apparels bearing a movie name to the public is known as movie merchandising.
Fans of a particular actor or actress buy this merchandise. Move merchandise
helps a film maker in many ways. First, it helps company to recover production
costs by giving merchandising license. These days’ bollywood movies are giving
merchandise license well before its release. This will ensure guaranteed revenue
for the production house irrespective of success or failure of the movie.
‘Sawariya’ though a flop in the box office, was able to recover their cost
through selling merchandise. Secondly, Movie merchandise provides word of mouth
communication to film before and after its release.
Indian experience
The Indian movie merchandising industry is in a nascent
stage. The industry observers feel that there is a great potential for movie
merchandising. Many consulting firms, distributors and manufacturers stepped
into this arena to tap the opportunity. “Drona” merchandise rights bought by
Zapak. It made growth of retail industry has fuelled the potential available
for movie merchandising. Retail giant future group holds license with Percept
Company and star group to sell the merchandise in its retail stores. Another retail company shopper’s stop boosted
their revenue by selling Shahrukh Khan starrer movie “Om Shanti Om”
merchandise.
All that is not well
Movie merchandise may be attractive and have great potential
but it suffers form certain limitations. Movie merchandise sales are directly
linked to its success in the box office. Cartoon network had brought out a
range of retail products of Hary Baweja’s “love story 2050”. It experienced
drop in sales after lack luster performance. UTV motion also suffers from
piracy problems. Companies that bought merchandising rights saw pirated
versions are sold in black market form day 1 itself. Rajshri Films had brought
our a limited range merchandise of their supper hit movie “Hum Aapke Hain
Kaun”, but pirated copies arrived in the market soon affecting the sale of the
original products.
Question
Question 1 Do you think that people will buy merchandise
related to movies? It yes please mentions the reasons.
Question 2:- Suggest ways to overcome from piracy problems
in movie merchandising?
Question 3:- Suggest new type of merchandise that film
producers can bring it to the market?
Question 4:- Are you aware of Hollywood
movie merchandise? If yes specify how they are different from bollywood
merchandise. Do you think that Indian consumer buy Hollywood
merchandise?
CASE STUDY 2
Virtual
Retailing – Home Shop 18
Introduction
Network 18 one of the larges t media power houses in India
Virtual Retailing
– Home Shop 18
Network 18 in alliance with SAIF (South Asian Infrastructure
Funds) is venturing into virtual shopping channel ‘Home shop 18’. The channel
is India
New Product
Development: strategy
The new product development of home shop is based on the
ideas like providing the quality products with no questions asked money back
guarantee, free home delivery and customer’ ease in paying for the products.
The mode of payment included interest free EMI, Cheque / DD pick up and cash on
delivery. Home shop offers products in electronics, health and beauty, home
décor and kitchen, kids and toys, jewelry, gifts, services etc. Utmost
importance is given to quality assurance and assessment of products. It is also
committed to providing cost effective and innovative products to distinguishing
consumers across India
Target Customers
Home shop is commercializing its new product as 24 hour free
home shopping channel. It is planning to reach 700 cities with a population of
over one lakh. Company is targeting to modern house wife who is pressed for
shopping and seeks the pleasure of a convenient and reliable shopping
alternative. Company’s Unique selling proposition is to deliver quality
products at reasonable prices delivered at one’s doorstep. To cater to the
youth segment company offers latest gadgets, cosmetics, apparels and much more.
Through this strategy the company is making home shop a shopping platform for
the entire family
Question
Question 1:- Do you think that virtual retailing channel
will have consumer confidence?
Question 2:- How the company should attract the modern house
wife who addict to serials to watch home shop?
Question 3:- Discuss the new product development strategies
used in the case?
Question 4:- Do you think Network 18’s segmentation is
proper? Comment.
CASE STUDY 3
Café Coffee Day: Drivers of Pricing
Strategy
Café
Coffee Day is part of India ’s
largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd
(ABCTCL), a Rs. 250- core ISO 9002 certified company and the first to roll out
the ‘coffee bar’ concept in India
with its first café in Bangalore India
This is
attributed to two factors:
a)To
make in roads in this emerging market and
b) To
more effectively target their market segment of college students and young
professionals who have limited spending capacity. This is distinct from Barista
whose market segment is more mature with high paying capacity. This explains
the more premium price of Barista products.
Discussion questions
1. Analyze the pricing strategies adopted by café coffee day
to establish its own identity amongst its competitors
CASE STUDY 4
Mriganaini
Mr.
Sharma started the Mriganaini boutique; one –stop ladies wear shop, in 2001.
Mriganaini houses an extensive range of ladies wear including ready-to-wear,
dress materials, night dresses, etc. All these are available in the latest
forms, patterns, styles, and colors .Mriganaini provides stitching facilities
to its customers interested in made-to –order apprasel as per their specific
preference. This work is done from the latest fashion and embroidery. They also
offer machine and hand embroidered clothes. Dress materials bought from here
can be stitched at their in-house tailoring and embroidery facility. .Costume,
jewellery , and hair accessories are also available to complement the attire.
The store also carries cosmetics (Indian and imported), nail enamels, lipsticks
and perfumes of all quality companies. Shoppers are provided with personal
attention and proper product guidance. Prompt service and the informal
atmosphere make shopping at Mriganaini an experience in it. One can get ones
dress stitched on the same day, at a very little extra cost, which is of
excellent quality.
Discussion questions
1. Analyze the marketing
strategies adopted by Sharma to promote his boutique-Mriganani.
2. What steps should Mr. Sharma take to promote the sales
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