Informatics Publishing Limited

Ruby S. Chanda ¹, Ashutosh Paturkar ²

Affiliations
1 Sinhgad Institute of Business Administration and Research, Pune, IN
2 Ambedkar College, Nagpur, IN

Abstract

According to AT Kearney's Global Retail Development Index (2011), India has been ranked as the 4th most emerging market for retail (after Brazil, Uruguay and Chile). India has been ranked as the 4th most emerging market for retail (after Brazil, Uruguay and Chile). The organized retail market in India is approximately 6 % of the total retail market but growing at a significant rate of 35 - 40 % (Indian Retail Report, 2011). India being a signatory to World Trade Organization's General Agreement on Trade in services, which includes wholesale and retailing services, had to open up the retail trade sector to foreign investment. There were initial reservations towards opening up of retail sector arising from the fear of job losses, procurement from international market, competition and loss of entrepreneurial opportunities. However, In 1997 FDI in cash and carry (Wholesale) with 100 percent ownership was allowed under the government approval route. It was brought under the automatic route in 2006. 51 percent investment in a single brand retail outlet was permitted in 2006. The paper studies the impact of proposed "51 % FDI in multi brand retailing" by Government of India on the unorganized retail market by discussing the pros and cons of the proposed FDI policy. The paper is based on secondary data and analysis is done by taking into account the views expressed by government and findings of surveys done by various market research agencies.

Keywords

FDI, Multi Branding, Wholesale, Market, Investment

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Ruby S. Chanda ¹

Affiliations
1 Sinhgad Institute of Business Administration and Research, Pune, IN

Abstract

If you think your goal in giving good services is satisfying the customers, think again. “Satisfaction guaranteed" Just doesn’t cut in today's highly competitive market. Among many some dictionary definitions of services are:
1) Work done for others as an occupation/business
2) An act of assistance or benefit to others.

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Gunjan Chawla ¹, Ruby S. Chanda ¹

Affiliations
1 Symbiosis Institute of Management Studies, Pune, Symbiosis International (Deemed University), Pune, IN

Abstract

The aim of this article is to analyse and understand the designing of the marketing campaign for event management group “Jashn”. It is a Delhi based event management start-up and wants to expand across India. They require a marketing strategy which is cost effective and impactful. For this, research required to study the marketing mix for event group. The Identifying and understanding Promotional tools was carried out with a view to understand the contemporary tools which are most effective for the campaigns. Along with, the study included the understanding the impact of Digital marketing tools which are cost effective with maximum each. Also, the real time feedback is quite useful to upgrade and customize the campaign. The article takes a sneak in understanding the scope of different segment of customers so to generate the required variables segment wise thus customer satisfaction can be achieved. Scope of study is quite wide as the focus is promoting and increasing the sales and performance of Jashn via various digital marketing by studying analytics of customer’s outlook on digitization is today’s era. It also encompasses customer’s psychology based on their interactions with the webpage and offline events organised by Jashn group. The methodology includes secondary data where we find that people are more inclined towards online advertisement, the Millennials are present across all the social media and they are sharing their experiences, providing feedback. While analysing the competitor analysis, it was observed that the field is too dynamic and the unique ideas will be sold out. There are number of tools to get the exact number of customers approaching the webpage designed. An extraordinary service needs to be delivered to the customer while fixing the pain points shared as a feedback by the customer.

Keywords

Social Media, Promotion, Campaign, Customers, Event Management.

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