"Healthy Basket" is an online retailer focusing on organically-grown fresh vegetables, fruits, staples under its own label across the categories like "Kitchen's fresh", “Healthy snacks", “Culinary Delight" "and Connoisseur “. The products are expected to deliver high GMROI and deeper connect with its target buyers. The retailer's target market is the premium and health-conscious urban shoppers. The products are sourced directly from farmers. The online retailer has a contract farming agreement with majority of the farmers in Karnataka, UP, MP and Maharashtra. own production centers. At present it deals in 700 plus product varieties across all categories. Management is now planning to launch brick and mortar stores in T-1 cities. The pilot launch is confined to only two metro cities. Not many corporate retailers are serving this space presently and thus management feels that they would enjoy early bird advantage if they get their act right. Suggest a store format and store layout the retailer should adopt. Explain what factors would you consider while taking a decision. Also design an in-store promotion campaign to seek the attention and interest of the target buyers. Your answer
"Healthy Basket" is an online retailer focusing on organically-grown fresh vegetables, fruits, staples under its own label across the categories like "Kitchen's fresh", “Healthy snacks", “Culinary Delight" "and Connoisseur “. The products are expected to deliver high GMROI and deeper connect with its target buyers. The retailer's target market is the premium and health-conscious urban shoppers. The products are sourced directly from farmers. The online retailer has a contract farming agreement with majority of the farmers in Karnataka, UP, MP and Maharashtra. own production centers. At present it deals in 700 plus product varieties across all categories. Management is now planning to launch brick and mortar stores in T-1 cities. The pilot launch is confined to only two metro cities. Not many corporate retailers are serving this space presently and thus management feels that they would enjoy early bird advantage if they get their act right. Suggest a store format and store layout the retailer should adopt. Explain what factors would you consider while taking a decision. Also design an in-store promotion campaign to seek the attention and interest of the target buyers. Your answer
Chapter15: Retailing, Direct Marketing, And Wholesaling
Section: Chapter Questions
Problem 1SC
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Transcribed Image Text:"Healthy Basket" is an online retailer focusing on organically-grown fresh
vegetables, fruits, staples under its own label across the categories like
"Kitchen's fresh", “Healthy snacks", "Culinary Delight" "and Connoisseur “. The
products are expected to deliver high GMROI and deeper connect with its target
buyers. The retailer's target market is the premium and health-conscious urban
shoppers. The products are sourced directly from farmers. The online retailer has
a contract farming agreement with majority of the farmers in Karnataka, UP, MP
and Maharashtra. own production centers. At present it deals in 700 plus product
varieties across all categories. Management is now planning to launch brick and
mortar stores in T-1 cities. The pilot launch is confined to only two metro cities.
Not many corporate retailers are serving this space presently and thus
management feels that they would enjoy early bird advantage if they get their
act right. Suggest a store format and store layout the retailer should adopt.
Explain what factors would you consider while taking a decision. Also design an
in-store promotion campaign to seek the attention and interest of the target
buyers.
Your answer
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