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Retail Visit Assignment - BBA 4A 2

This document outlines a retail assignment for a Principles of Marketing course. Students must select a product category and brand to study. They will visit one outlet from each of three retail formats - general trade, local modern trade, and international modern trade - to observe merchandising, pricing, promotions and more. Students will interview shopkeepers and submit a two-page analysis comparing their observations across retail formats. The analysis will be graded based on selection of an observable brand, inclusion of an appendix with visit data, and a clear structure comparing retail structures, merchandising, and marketing strategies across outlet types.

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Saad Khan
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50 views

Retail Visit Assignment - BBA 4A 2

This document outlines a retail assignment for a Principles of Marketing course. Students must select a product category and brand to study. They will visit one outlet from each of three retail formats - general trade, local modern trade, and international modern trade - to observe merchandising, pricing, promotions and more. Students will interview shopkeepers and submit a two-page analysis comparing their observations across retail formats. The analysis will be graded based on selection of an observable brand, inclusion of an appendix with visit data, and a clear structure comparing retail structures, merchandising, and marketing strategies across outlet types.

Uploaded by

Saad Khan
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Retail Assignment

Principles of Marketing
Spring 2022

Key Objective: The assignment intends to help you in observing and understanding the 4 Ps of
Marketing in the retail environment.

Key Tasks:

i) You are expected to first select a product category and then a brand in that category.
ii) You will be required to conduct one market visit.
iii) You will be submitting a write-up of youranalysis along with and appendix which
should carry the pictures taken during the visit, answers of the questions asked
and any other detail.

A) Market Visit

You are required to visit 1 outlet each belonging to the:

 GT (General trade) e.g. conventional Kiriana shops, general stores, convenience


stores, mom-&-pop stores.

 LMT (Local Modern Trade) e.g. Naheed, Imtiaz, Springs etc.

 IMT category (International Modern Trade) e.g. Carrefour, METRO, SPAR etc.

Next you are required to do the following:

a) Observe the retail environment, ambiance, and the store layout.


b) Observe the general merchandising content at the POP as well as specific
merchandising related to your brand.
c) Interview the shopkeeper about:
a. The most running brand in your category
b. The position of your brand in the category along with the reasons
c. Any new entrant and its performance within the chosen category
d. Response to any new campaign of your brand, has it induced interest or sales
and to what extent
e. Trade discounts and allowances received from your brand as well as
competition
f. Who is delivering the brand to the retailer and what is the level of
distribution.
d) Check the pricing of your brand vs. others and note your observations
e) Observe and report IMC, integration between ATL & BTL, and level of similarity
between the TV campaign and in-store advertising.
f) Any brand activation activity of your chosen brand or competitors: consumer
promotions, shopper interceptions, shopper engagement, live testing, free
sampling etc.
g) Brand ambassadors of your chosen brand or competitors?

B) Overall Analysis

After completing your visit, you are expected to submit the overall analysis in the form of word
document. The word document is to be a two page write up.

Submission & Presentation Deadline

 Submission: The write-up document along with the appendix due on Sunday 29 May
2022 at 10:00 PM.
 Presentation: It will be conducted during the class on Monday 30 May 2022. Any group
can be randomly called for presentation by the instructor, so please be prepared with the
presentation. A maximum of 10 minutes will be given to every group. Your time will start
as soon as the names are called.
 Anyone who is absent on the day of the presentation will be given a Zero on his or her
assignment.
 Please be prepared to sit for extra hour(s) if the presentation is not completed during the
class and make your arrangements accordingly.

Grading will consider the following aspects:


 Selection of a brand and product category that can be readily observed.
 A clearly labeled Appendix with relevant data keeping the submission deliverables in mind
for the first market visit.
 A clear, well-structured overall analysis comparing and analyzing the difference in retail
structure of conventional outlets versus LMTs and IMTs, the general merchandising content
and POP strategies, the integration of ATL & BTL strategies, and in-store advertising. The
write up is expected to be in Times New Roman, font size 12 with single spacing.

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