Retail Assignment (Fall 2023)
Key Objective: The assignment intends to help you observe and understand the 4 Ps of Marketing in
the retail environment (Online and offline).
Key Tasks:
i) You are expected first to select a product category and then a brand in that category.
ii) Evaluate the distribution of your chosen brand vis-vis the competition based on your
physical visits and online (e.g., Daraz, Homeshopping. pk, Naheed, Imtiaz) audits.
iii) You will submit an Excel file with your data input and a Word file with a write-up of your
analysis. Please note that each group member will first maintain their own Excel sheet
which will then be consolidated.
iv) This is a group project – 3/4 members per group. Each member is required to visit at
least two outlets of different types. Each member is required to monitor a different
e-tailor.
Details:
You must visit at least one outlet of each category (GT, LMT (Local Modern Trade), e.g., Naheed,
Imtiaz, etc., and IMT category (International Modern Trade), e.g., Carrefour, Kiryana, could also be
paan shop, milk shop, cold shop depending upon the category you choose). Next, you are required
to do the following:
a) Observe the retail environment, ambiance, and store layout.
b) Observe the general merchandising content related to your brand and the competition.
c) Interview the shopkeeper about: (Please note that the following is not an exhaustive list)
1. The most-running brand in your category.
2. The position of your brand in the category along with the reasons
3. Any new entrant and its performance within the chosen category
4. Response to any new campaign of your brand; has it induced interest or sales, and to
what extent?
5. Trade discounts and allowances received from your brand and competition.
6. Who is delivering the brand to the retailer and what is the distribution level?
7. d) Check the pricing of your brand vs. others and note your observations
8. e) Observe and report IMC, integration between ATL & BTL, and level of similarity
between the TV campaign and in-store advertising
C) Overall Analysis
After completing your visits, you must submit the overall analysis as a group. The Word document is
to be a two-page write-up.
Grading Beak-up
Five marks: A clearly labeled Excel File with relevant data keeping the submission deliverables in
mind.
Five marks: A clear, well-structured overall analysis comparing and analyzing the difference in the
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.
