Promotional Strategies for the Rollout of Rural Retail Store: A Case of Triveni Khushali Bazaar
This case study deals with the planning and execution of a promotional campaign for an organized discount retail format in a rural area, and also measures the impact of this promotional campaign. The study was conducted in Pilibhit, Uttar Pradesh. Fifty store visitors and 120 prospects were surveyed through a questionnaire to measure the impact of promotional campaign. The study found a multifold increase in the footfall of visitors as well as increase in the number of bills per day, but not much change was observed in average ticket size. An increase in week-over-week sales was also found. It was found that the most successful source of awareness in the area was pamphlet, followed by door-to-door campaigning, posters, and cable TV advertisement. Store location, external as well as internal ambience, product line variety and availability are important parameters for a customer to visit a store. Hence, the study recommends the addition of more categories, such as fruits and vegetables, clothing, kitchen appliances, footwear, confectionery, bakery and stationery items to the product list. Further, replication of promotional campaign in other potential areas which are slightly far off from the store could also attract more visitors.
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Volume (Year): VIII (2011)
Issue (Month): 4 (October)
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