GIRISH FOOD STORE

Stiff competition from modern retail formats

Upgraded Kirana stores became a challenge
Hypermarkets such as Big Bazaar and Star India opened
on the same road
Upgradation of Kirana Stores which improved upon the
merchandise display , layout and installation of
computers
To make better plans to tackle multi-faceted
competition
To study the consumers shopping basket along with
their response to the various promotional schemes
offered

Issues of Girish Food Store
The Categories
Grocery Products Merchandize Products
Beverages
Tea
Bread
Desserts
Oils
Snacks
Sugar
Dried Vegetables
Baking mixes
Prepared Foods
Conditioners
Shampoo
Hair Oil
Toothpaste
Cartridges
Sanitary Pads
Razors
Shower Gel
Face Cleansers
Soaps
THE CATEGORIES
GROCERY PRODUCTS MERCHANDIZE PRODUCTS
GMROF = GM% x (Sales* / Sq.Ft.)
- A key Performance Indicator
- An important productivity measure of a retailers use of store
space
Gross Margin Return On Footage (GMROF)
GMROF Grocery Products
GMROF = GM% x (Sales* / Sq.Ft.)
Particulars Amount (Rs./ week)
Total sales A 8,07,071
COGS B 6,40,911
Gross Margin A- B = C 1,66,160
Shelf Space D 791.65 sqft
GMROF C/D Rs. 209.89/ sqft
GMROF Grocery Products
GMROF Grocery Products
GMROF = GM% x (Sales* / Sq.Ft.)
Particulars Amount (Rs./ week)
Total sales A 9,74,468
COGS B 8,32,561
Gross Margin A- B = C 1,41,907
Shelf Space D 843.62 sqft
GMROF C/D Rs. 168.21/ sqft
GMROF Merchandize Products
GMROF Conclusion
Mechandize Grocery
Grocery products ensures better space utilization
GMROF Conclusion
Category Share
41.30%
58.70%
Weekly Sales Unit
Grocery Mechandize
45.30%
54.70%
Weekly Sales Amount
Grocery Mechandize
48.41%
51.59%
Shelf Space Basis
Grocery Mechandize
Category Share
Strategy Target Group
17%
44%
39%
Sales
Fill in Routine Stock up
Particulars % Share
Afternoon and evening 73%
Female shoppers 74%
Stock up customer using
shopping list
67%
Strategy Target Group
Strategy/ Tactics
Focus on the target group Routine and stock up customers
Discount cards
Home delivery
Maintain shopping list (stock up)
Assistance with searching items

Special discounts of two pair baskets

Assistance with carrying items Females customers

Better attractive layouts, display Visual merchandizing

Better shelf space utilization increase GMROF

Stock keeping through Software reduce cost
Strategy/Tactics
Promotion Methods
Price
reductions
Temporary price
reductions + Feature
Ads
Temporary price reductions +
Display
Temporary price reductions + Feature Ads +
Display
Promotion - Methods
Promotion - Analysis
Effect of Promotion on Sales by Volume
0%
20%
40%
60%
80%
100%
Grocery Mechandize
Promotion - Analysis
Merchandize Products

Sanitary pads











Grocery Products - 15

Baking mixes
Beverages
Candy
Cereal
Tea
Bread
Desserts
Dried fruit
Fruit Drink mixes
Jams
Juices
Pasta Products
Snacks
Soups
Sugar
Products showing more than 100% increase in sales due to
promotion (by volume)
Promotion - Analysis
First Level
Categories
Second level
categories
Third level Categories
Baby Care Baby Food and formula
Personal Care Deodorants
Hair and Scalp Care
Conditioners , Hair Creams , Hair gels, Hair oils and shampoos
Mouth Care
Oralcare, Toothbrush , Toothpaste and tooth powder
Shaving
Aftershave, Cartridge, Razors , ShavingB rushes, Shaving creams ,
Shaving foams and shaving gels
Beauty Care Bath and spa
Soap , Body wash and face wash
Cosmetics
Cosmetic bleaches, Face cleanser and talc
Skincare
Body lotions , body oils, Hand wash , sun screens, skin care ,
accessories , skin cream
Hairstyling and color
Hair color, Hair powders, hair removers and shower gels
Grocery Food
Meal , canned food, dried fruit , prepared food , salad dressing ,
dried vegetable
General Grocery
Sauces , baking mixes , Baking needs , jems, oils , salts, pickle, sugar
Beverages
Bottled water , Tea, fruit drink mixes, Juices , milk , milk modifiers,
Syrup and coffee
Breakfast and snacks
Bread , cookies, desserts, Pasta Products, Snacks and soup
Category Sales Analysis
THANKYOU!!