1. Target Markets – The market of this area is covered by only two large retail stores other than the local grocers. Among them EasyDay enjoys almost a monopolistic status as they focus on making the basic experience of shopping an easy and delightful one and hence inducing a sense of well being in the customer. The other outlet i.e. the Vishal Mega Mart loses ground on the service part, as a part of the process we actually went on to be the customers and experienced a lack of service in the latter whereas the former had employees willing to serve the customers. About 10-20 % of the production will be used for brand building and testing the local retail channels in a focused manner. 2. Positioning -
“SABSE KAM DAAM HAR DIN”. That’s our positioning statement and we support that with lots of different discount offers, sales and schemes. The easy day brand is built around the mission of saving money for our customers by offering quality products at the lowest prices in the market. At easyday, we aim to provide significant savings to our customers by being low prices everyday, which means that our customers can be assured of savings every time they visit our stores.
3. Marketing Mix
1. Product - We cater primarily to:-
a) Household shopping needs across Food and Grocery
b) Personal Care products
d) Dairy Products
2. Price - The main theme of our retail store is its competitive pricing strategy which proves to be lowest in segment and promise to fulfill required needs at lowest cost to consumers. We did one survey, where in we found out that the customer wants the best quality at the best possible price. Customer’s shopping list is generally made before visiting a retail outlet, an approximation is made by the consumer of what a) Brands, discounts and alternatives of each good he will get in the retail store b) When he feels that one store is giving him better benefits purchase decision is made.
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