Development of Omni channel business strategy

to get retailers on board

Final Report:
Prepared for: Prof Manoj Das, Assistant professor Marketing
Prepared by: Awani Panwar ,Marketing Intern
Company Mentor: Mr. Karthik Savuramu, RSM (AP & Telangana)
 TABLE OF CONTENT

• Objectives
• Methodology
• Phase 1 & phase 2
• Phase 3
• Findings
• Contribution
• Recommendation
• Learning
 OBJECTIVES

The objectives of the project are as follows:

• Study about current trends and challenges in refurbished mobile phones industry.
• Study on measures used to create brand awareness amongst the retailers.
• Study of consumer behaviour with respect to different categories of refurbished,
pre-owned and unboxed mobile phones.
• Repetitive marketing using offline and online channels.
• Retailer feedback for improving the services offered by Yaantra.
• Tapping into rural markets (Suburbs around Hyderabad) to check for the new
prospects and increasing the area of operations thereby generating revenues.
• To analyse the data and identify the factors which can help the company to increase
their sales.
 METHODOLOGY

• The project was applicable to 317 retailers in 67 places in and around Hyderabad.
• The research is descriptive in nature.
• For the purpose of research the data collected was both from primary and secondary
sources.
• The primary data collection was done through the questionnaire and secondary data
was mostly through different websites.
• The sample size was 200 with the area of research being Telangana.
• For the ease of execution the project was divided into 3 phases.
 PHASE 1 & PHASE 2

Phase 1 included the following two tasks:

• Understanding about the product offering.
• Different competitors prevalent in the market.

In phase 2 work for online channel development was done by :

• Tapping the rural areas
• Tapping the high street market.

The conversion rate for the online mode is as,

10 Retailers 7
4 Converts 2 On Board
Respondents
 PHASE 3

After completion of online channel development, there was a shift to offline channel
development. For the same the following strategies were implemented:

1. Building relationship with online bulk seller.

2. Maintaining relationship with existing retailers.
3. Conversion of online to offline mode of purchase (only those retailers who
purchase more than 50,000 from the app)
4. Tapping the outskirts.
16
5. Cold calling. 14
12
6. Contacting dealers. 10
8
6
4 Visited outlets
2 Conversions
0

Gujarathi Gali
Kukatpally
ECIL

Nacharam
Uppal
Sangareddy

Bolarum
Secunderabad
Hong kong bazar
Medchal
Dilsukh Nagar

Chintal, Shapur
Vanasthalipuram
Beeramgudda
Langer house
 FINDINGS

The observations from the responses obtained from the questionnaire are as:

• Xiaomi and Samsung are the most preferred brand by retailers in Hyderabad.
• Category “C” phones are purchased the most by retailers followed by category “B”.
• The retailers who purchase frequently from Yaantra have the purchasing budget of
Rs.7500 to Rs.10, 000.
• Most of the retailers were already aware about the refurbished phones.
• Retailers were satisfied with the warranty provided for A, B and C category of
phones but were not much satisfied with the warranty when it comes to D and E
category of phones.
• Warranty and categorization of phones (into 5 different categories) were the major
differentiators from other competitors when the responses were being recorded.
 CONTRIBUTION

The contribution to the organisation as a team was as follows:

No. of areas covered- 67
No. of retailers visited- 313
Revenue generated from the online purchase (phase1)-Rs. 2, 32, 490/-
Revenue generated from the offline purchase (phase 2)- Rs. 36, 17, 81/-
No. of on board retailers- 239
 RECOMMENDATIONS

After the completion of the project, the following recommendations would be made:

• The pricing of Yaantra's products are high as compared to the competitor’s prices
due to which small scale retailers are difficult to be got on board. So, a revision in
prices should be considered.
• Quality of category D and E phone should be made better considering the prices at
which they are sold.
• Yaantra should work on bettering its social media presence.
 KEY LEARNINGS

• Identifying market segments and target.

• Managing personal communications.
• Relationship Marketing.
• Scarcity Marketing.
• Promotional Marketing.
• CRM- customer relationship management.
THANK YOU