Retail Marketing (BBM)-2020-23 Semester VI
Field Project Guidelines
The Retail Marketing course has an evaluation component relating to field project with a
weightage of 15%. The following are the project guidelines. Please read it carefully.
1. The project is a group project.
2. Each group is expected to choose an organized retail store for the study. For example, a group
can choose to study a unique retailer (one retail store) in a particular location. Groups should try
to vary the merchandise category. For example, a grocery store, clothing store, shoe store, ethnic
clothing, toy store, etc. This is to bring in diversity in learning.
3. Each group can discuss the project plan with me before finalizing the same.
4. The project presentation will be for 30 minutes per group. Each person in the team is expected
to participate. The presentation can be in the form of power point or documentary.
5. I expect all presentations to be original.
If any plagiarism is established by the course Faculty, 0 marks will be awarded to the group.
This project encourages collaborative learning and I look forward to working with you.
Specific details on the what you have do in the project, is as follows
Section 1: After identifying an organized retailer of your choice, prepare a 2–3-page history of
the retailer with information about the company, its retail strategy, marketing activities, presence
in location and future plans.
Section 2: Visit the nearest store of the retailer you have chosen to study, (choose retailer who
has presence in your city)
(a) You have to interview the Store Manager of the store of your choice to understand the
concepts and issues related to the course. A list of indicative questions is given below. You can
add/edit the questions as per your requirement
How the store defines its target segment?
What is the variety and assortment at the store?
Which are the top selling items of the store?
Which color, make, design, brand etc. is most popular?
Who plans Merchandise purchase and who decides what merchandise will be sent to store? How they
forecast sales for a quarter and year? How they manage inventory and ensure availability?
What is the Average footfall in the store (per day and yearly)? What is the size of store in Square foot?
Details of the store layout and shelf design. Is any specific merchandise displayed exclusively?
How the shelf space allocation is decided by the manager?
What marketing communication tools are utilized by the store?
How frequently store offers discounts and promotional offers? What are factors they consider before
offering such promotions?
Are they satisfied with the current location of the store? Given an option will they like to open a new
store or change the location of the existing store?
What is capital investment required to open such a retail store?
How many employees work in the store? How are they trained and motivated?
How the loyalty program for consumers is designed? Few details of the loyalty program.
What data points are frequently shared with the top management? (Sales/footfall/inventory level etc. )
(b) While interviewing you should focus on obtaining data related to store. If you obtain the following
data points it will help you in evaluating the retail store.
Size of the store (Square foot)
Number of Merchandise category and Depth of merchandise
Number of SKUs in the store
Average price of merchandise in the store (in rupees)
Average basket size of the consumer (in rupees)
Price Range of merchandise in the store (For instance Rs. 500- Rs. 5000)
Monthly Rent of the store (if not owned)
Employee salary expenses
Average profit margin on different merchandise categories in the store (in percentage)
Annual Net sales (In rupees)
