Conversion of Independence festival into shopping festival

Independence week

Indian Independence day is observed on August 15.

For Retailers, the whole independence week turns into an opportunity to attract customers through various offers and

deals resulting in increased sales.

Market Buzz

"Consumers are looking at savings more than ever before," said Rakesh Biyani, joint MD of the country's largest retailer, Future Group, whose 164 Big Bazaar outlets across some 90 cities saw more than 8.1 million visitors during the week ended August 15.

- “17 August 2009”

Analysts believe these are firm signals of modern retail in India. The Indian retailers have successfully created newer shopping seasons to drive consumption by doling out eye-popping special deals, and Independence Day has matured to be just one of them.

- “14 August 2010”

Independence Day: Sales Figure

“Future Group”

Sources: • http://articles.economictimes.indiatimes.com/2010-08-25/news/27606337_1_big-bazaar-future-group-founder-and-group

• http://www.financialexpress.com/news/annual-sale-cheers-up-retailers/676057

0

500

1000

2010 2013

Independence Day Sales

(in Crore)

1.15

1.2

1.25

1.3

2010 2013

Population (in Billion) Angle

* At constant inflation Rate of 8.79%

Reasons for Footfall during

Independence Week

• Special Deals

• Gazette Holiday all over the country.

• Discounted Add-ons

• Increase in the number of Retailers, and their discount strategies

• Multiple brands = High competition = Customer benefit

• Information penetration into masses, sales promotion, Advertisements

• Offers for every Taste and preference

• Change in demographic factors, easy accessibility to retailers.

Independence Week Offers: “Croma Enterprise (Tech Retail)”

Product Discount Offered MRP Offer Price

• Laptop Hp 14% 26,796 22,999

• Nokia Asha 27% 6889 4999

• AT washing machine 7% 11990 11100

• Laptop bag 33% 1200 799

Product Discount offered

• Levis Strauss 50%

• Levis signature 40%

Independence Week Offers:

“Reliance Trends (Apparel Retail)”

Independence Week Offers:

“Big Bazaar (Supermarket)”

Independence Week Offers:

“Automobile Offers”

Conclusion

Being a tiny slot among all the other Indian festival seasons, retailers have been able to convert this slot of independence week into one of the shopper’s favorite time of the year to spend some money…

A Presentation By:

Abhitanjay Chaudhary (A0102214093)

Owais Ashraf (A0102214161)

Anant Prakash Gupta (A0102214086)

Rajat Sharma (A0102214079)