A Project Report on

Vendor Management & Consumer Buying Behavior

At

Snapdeal.com

(Submitted towards partial fulfillment of the requirements for the awardOf the Post Graduate Diploma in Management 2013-2015)

Submitted By:

Manish Kumar Singh

Roll No. 36/2013

PGDM General 2013-15

LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHIJUNE 2014

Copyright© notice:

This document and its content are copyright of “Manish Kumar Singh”. All rights reserved. Any redistribution or reproduction of part or all of the contents in any form is prohibited.

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LETTER OF TRANSMITTAL

Date: June 23, 2014

To: Prof. Megha Chandiok

From: Manish Kumar Singh

Subject: Submission of summer internship report.

Respected Mam,

I, Manish Kumar Singh would like to present a project on the title “Vendor Management @Snapdeal”. I have done a detailed research on the given topic and have tried to put forward the critical learning in this report. I would like to express our gratitude to you for your invaluable guidance.

Yours sincerely

Manish Kumar Singh

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CERTIFICATE OF APPROVAL

The following Summer Project Report titled "Vendor Management And Consumer Buying Behaviour at Snapdeal” undertaken by Mr. Manish Kumar Singh, Roll No. 36/2013, is hereby approved as a certified study in management carried out and presented in a manner satisfactory to warrant its acceptance as a prerequisite for the award of Post-Graduate Diploma in Management for which it has been submitted. It is understood that by this approval the undersigned do not necessarily endorse or approve any statement made, opinion expressed or conclusion drawn therein but approve the Summer Project Report only for the purpose it is submitted.

Summer Project Report Examination Committee for evaluation of Summer Project Report

Prof S.K.Tyagi

Project Mentor

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DECLARATION BY STUDENT

I, Manish Kumar Singh, student of PGDM 2013-15, studying at Lal Bahadur Shastri Institute of Management, hereby declare that the summer training project report titled “Vendor Management and Consumer Buying Behaviour” at Snapdeal.com. Delhi completely belongs to me and is an original piece of work.

The contents of the project report have not been published before and reflect the work done by me during my summer internship from April 14, 2014 till May 29, 2014 at Snapdeal.com, Delhi.

This project report is being submitted towards the partial fulfillment of Post Graduate Diploma in Management undertaken at Lal Bahadur Shastri Institute of Management, New Delhi.

Manish Kumar Singh

PREFACE4 | P a g e

It is great honor to work on the project assigned to me and to prepare a project report on “vendor

management@ Snapdeal.com”.

In the presented project report the Introduction of Snapdeal.com, which is a well-known and a

leading online market place at present is given in detail which will help the reader to make the

clear figure of the company in mind.

The topic assigned to me was “vendor management@ Sanpdeal.com” of Home Furnishing

category at Snapdeal, and after working on it I have reached to the conclusion which is very clear

shown in the report presented.

The endeavor to complete this project was possible only with the great help and guidance of the

staff of Snapdeal, who guided me in the right path in each and every problem that came in front

of me. Help from other possible sources has also been taken.

It is request to the respected readers to give their views and suggestions regarding this project

and will be honored, which will definitely help me on my next task.

ACKNOWLEDGEMENT

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I take this opportunity to express my deep sense of gratitude towards my project guide Mr.

Nitesh Nayan(Merchandise Manager), for giving me due freedom of decision-making and at the

same time strictly adhering to high quality of work.

I am highly indebted to Mr. Swati Roy (Category Head) for this support and his timely advice

and valuable suggestions. From this project work my guide had brought the best out of

me.              

The completion of this project was a cumulative effect of the assistance of all the people who

have helped me directly or indirectly.

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TABLE OF CONTENTS

Table of ContentsCHAPTER 1..................................................................................................................................................9

1. INTRODUCTION.............................................................................................................................9

1.1 WHY ONLINE SHOPPING GROWING POPULARITY.......................................................9

1.2 E-COMMERCE AND SHOPPING.........................................................................................10

1.3 ONLINE SHOPPING AT HOME...........................................................................................11

1.3.1 BENEFITS OF HOME SHOPPING......................................................................................11

1.4 E-COMMERCE.......................................................................................................................12

CHAPTER 2................................................................................................................................................14

2. INDUSTRY PROFILE....................................................................................................................14

2.1 GLOBAL TRENDS.............................................................................................................14

2.2 IMPACT ON MARKETS AND RETAILERS..........................................................................15

2.3 DISTRIBUTION CHANNELS..............................................................................................16

2.4 AN E-DISTINCTION..........................................................................................................16

2.5 KEY DRIVERS OF E-COMMERCE......................................................................................18

CHAPTER 3................................................................................................................................................20

3. COMPANY PROFILE....................................................................................................................20

3.1 FUND RAISING............................................................................................................21

3.2 ACQUITISIONS............................................................................................................22

3.3 AWARDS AND RECOGNITIONS...................................................................................22

3.4 CORE VALUES.............................................................................................................22

3.5 CORE TEAM OF SNAPDEAL:........................................................................................23

3.6 SWOT ANALYSIS OF SNAPDEAL..................................................................................23

3.7 HOME FURNISHING....................................................................................................24

3.8 COMPETITOR ANALYSIS.............................................................................................26

3.9 SNAPDEAL IN SOCIAL CAUSE......................................................................................30

CHAPTER 4................................................................................................................................................32

4. PROJECT DETAILS.......................................................................................................................32

4.1 OBJECTIVE OF STUDY................................................................................................32

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4.2 BUSINESS MODEL OF SNAPDEAL...............................................................................32

4.2.1 LISTING OF THE PRODUCTS................................................................................32

4.2.1 END TO END PROCESS........................................................................................34

4.3 ISSUES FACED BY SELLERS.........................................................................................39

4.4 HELP US TO FURNISH UR HOME...............................................................................40

4.5 CUSTOMER BUYING BEHAVIOUR IN OUTLETS..........................................................44

CHAPTER 5................................................................................................................................................54

5. RECOMMENDATIONS.................................................................................................................54

5.1 Features or Points which can be considered for increase in sales............................54

REFERENCES............................................................................................................................................56

ANNEXURE 1.............................................................................................................................................57

ANNEXURE 2.............................................................................................................................................59

CHAPTER 1

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1. INTRODUCTION

1.1 WHY ONLINE SHOPPING GROWING POPULARITY

In the early years of e-commerce, consumers were skeptics. Internet privacy and fraud were amongst the main concerns. Today, the world is moving faster than ever. The consumer has transitioned from skeptic shopper, fearful of entering into any Internet transaction, to a confident shopper. Some truly dedicated Internet shoppers will tell you they do not ever go into a retail store. For many, the attraction is the convenience of shopping from your living room. It is not only more comfortable, but when doing product and price comparisons it is optimal.

Consumers have learned to keep up with technology and in turn technology helps them keep up with their fast paced lifestyle. New software technology, advances in Internet security, along with the cooperation of financial institutions are some of the top reasons why online shopping is on the rise.

The financial institutions have helped guarantee the satisfaction of online shopping with their credit protection services. Customers are assured that the financial institution will help intervene in the event of an unsatisfactory transaction. Institutions have also made added efforts to assure their clients security when using their credit cards and in the prevention of identity theft. All of these things add to the consumer feeling more comfortable using credit cards for payment. Credit card transactions are typically the preferred choice of payment for consumer impulse purchases.

Consumers have become aware of the many security programs they can install in their systems to help protect their computers. This is helping them feel more comfortable as they surf the net. The rise of Secure Sockets Layer servers (SSL) provided added protection that also protected shopper information and buying online began to seem less risky. As more buyers feel safe online shopping sales rise.

The retailers and webmasters are paying attention to their newly confident website visitors. Assuring customers Internet safety with transactions and conforming to security on websites. Many retailers have made option only information requirements for membership and order processing. The retailer is trying to limit the amount of information they require the customer to give.

The customer is no longer obligated to sign up for newsletters and emails. Giving the customer the option to provide you with certain information allows them to fell more in control of their transaction. Webmasters are constantly assessing and making changes to their websites because they have learned to pay attention and respond to what the visitor wants and needs.

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More money than ever has been invested into e-commerce advertising dollars, which has only helped make the world of e-commerce spin. Retailers, marketers, and the latest craze is the television industries are all moving in fast on the internet. Advertising dollars are following close behind.

Affiliate advertising, pay per clicks, and residual benefits are all aiding in the business owners sales. This can also offer their visitors an enhanced experienced with more to offer on their website. Webmasters have become pros at optimizing their company sales pages to direct the customer’s eyes in all the right directions.

A successful website leads a visitor’s eye to key products. While a visitor is shopping, additional products sold by the retailer or an affiliate are strategically placed for optimal viewing. Many shoppers that purchase from one site will also purchase from a site directly linked to the product they just purchased. This has the possibility to promote a chain of shopping events.

Convenience, time, and money are some of the top reasons why online shopping is on the rise. A more confident consumer is using the Internet for more and more of their daily needs. The e-commerce community is responding quickly to their customer’s wants and needs. It is becoming easier and more convenient to be an Internet user. There are many smaller but no less exciting shopping malls and shopping districts scattered around.

1.2 E-COMMERCE AND SHOPPING

Many consumers avoid the hassles of in-store shopping by doing the majority of their shopping online. Articles, such as books, clothing and house wares, easily purchased through E-Commerce websites have become a popular and profitable business since the Internet was created. Busy lives and the need for two parent incomes have made the need for online shopping a necessity. Find out more about E-Commerce and online shopping and how they benefit your life.

There is a simple solution to all those things that dampen your holiday spirit. What if you were told there is a way where you can avoid parking unavailability, long check out queues, the never ending hunt for the perfect gift and the fatigue that it brings. This is what brings me to the brilliance that is the Internet.

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1.3 ONLINE SHOPPING AT HOME

The Internet allows you to shop at home and to shop at your own convenience and pa why give up the thrill of going out and experiencing the exciting and crazy world that most shoppers enjoy of shopping at malls.

Most departmental stores and apparel stores have their websites, which makes it convenient for people to shop at home. All you need is a credit card and a personal computer and you are ready to go.

The convenience of shopping at your own pace and at any time is what has made home shopping so popular. Shoppers can enjoy some shopping time before bed, or when you are not getting sleep. You can even shop before breakfast or even when you have some spare time at work

1.3.1 BENEFITS OF HOME SHOPPING

1. Convenience shoppers can shop at home at their own convenience. No more worrying about reaching the mall before it closes. You can shop whenever you want, in the morning, late at night or even during your lunch hour at work.

2. Variety - All the variety is at your fingertips, literally! No more shuttling between stores and traveling for miles till you find that perfect gift for your friends, family or special someone. It is all available on the Internet. At the click of a button you can access stores across countries and continents.

3. Bargains –You will be surprised with the amount of bargains you will find online. You can find everything from free gifts, huge discounts and free shipping online. Home shopping need not be dull or expensive. In fact it is cheaper and a whole lot more exciting.

4. Quality- You can be assured of the quality of the stuff you by online. You will find that most online stores have a special reviews column with every item; this helps you understand what the others buyers have to say about the items. And if you are not satisfied by the product or quality you can always return it within the stipulated time period and get your money back.

5. Security- You do not be worried about using your credit card for home shopping. Home shopping is perfectly safe and secure. All your personal information that is available through your credit card is encrypted and completely secure. Leave all your woes about hacking and identity theft aside and enjoy the thrill of shopping.

Home shopping is as simple as it gets. You need not worry about complicated procedures and technical difficulties! Just connect to the website, browse items, add them to your cart and pay using your credit card. Everything is very simple and easy. Within 21 days your item will be shipped to you. Shopping really can’t get better than this.

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1.4 E-COMMERCE

Considering the newness of the internet and World Wide Web, it's safe to say that nearly everyone who has purchased online gained their understanding of commerce offline. "Dirt-side" commerce transactions have structural, schematic, and semantic orders that don't fully map to the different medium of the web, and it's this gap in mapping that causes the problems users experience trying to shop online, whether the problems stem directly from usability flaws or unmet expectations.

My experience shopping online and working on a major online commerce site -- Borders.com -- has shown me that most people involved in the design, creation, marketing, implementation, hyping and analysis of ecommerce sites haven't thought about the basic relationship that commerce is based of Trust & Trustworthiness.

Most people have an understanding of commerce based on their experience as shoppers and buyers, and they bring this experience with them when they start shopping online. In order to meet the user's needs, then, we must understand the typical user's experience of traditional commerce.

Most problems with commerce sites are due to misunderstandings on the part of the site creators about how users understand the structure and elements of typical commerce transactions. Users have formed schemas to understand commerce, but commerce sites routinely ignore these schemas.

Commerce is a communicative transaction between two parties playing very familiar roles buyer and seller. Selling and buying, must share a basic understanding of how the transaction is generally supposed to flow. Ecommerce web sites can't simply make products available to be bought, these sites must hold up their part of role-playing the commerce transaction.

Branding serves as a marker of corporate identity, and so has some value to the user, but the hubbub over branding misses some very important concerns that users have.

Ecommerce web sites must pay attention to how they communicate to users. Ecommerce sites play their role of seller by trying to broadcast two messages to potential buyers: "buy from us" and "trust us". The impact of these explicit messages, though, is often corrupted by contradictory or distracting messages implicit in the site's implementation of navigation flow, page layout, visual continuity, and information space.

Ecommerce sites seem to shout the message that they are trustworthy, that users need have no trepidation over purchasing from these sites, but trust derives not from assertions but rather from

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experience and judgment. People interact, and they make judgments and form expectations of others based on what they experience and what they surmise; it's a lot easier to decide to trust a merchant when you can speak to them face-to-face and shake their hand. Trusting a web site to deal with you fairly and deliver your merchandise, though, well, that's harder to do when you realize that anyone can build a commerce site. Ecommerce sites must work hard to build the impression of trustworthiness

Mall Networks maintains relationships with over 500 leading online merchants, including world-class merchants such as eBay, Expedia, Best Buy, Staples, Macy's, and Sears. Mall Networks has not only secured the top merchants, but also has integrated many merchants that are rarely or never available elsewhere.

Mall Networks offers best in class merchant funded commission rates combined with a rich variety of superior offers from merchants ranging from free shipping, percentages off, free items over certain price levels, and many others.

Mall Networks is able to secure terrific commission rates and special offers due to (1) superior and growing purchasing power, now representing 25 million consumers across a wide range of demographics and very different loyalty and affinity programs and (2) a dedicated merchant management team with longstanding, strategic merchant relationships. The team at Mall Networks pioneered the regular updating of valuable offers on the website and in a previous company was the first major loyalty site to institute a policy of refreshing deals every business day.

Consumers are presented with the most relevant merchants and offers based on their profile and their shopping history. Mall Networks self-learning personalization engine ensures that all offers are targeted and relevant for each user based on their profile, their shopping history, and based on their similarity to other shoppers. As consumers shop online, the recommendations continue to improve.

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CHAPTER 2

2. INDUSTRY PROFILE

Electronic commerce, commonly known as e-commerce or e-comm, refers to the buying and selling of products or services over electronic systems such as the Internet and other computer networks. Electronic commerce draws on such technologies as electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction's life cycle, although it may encompass a wider range of technologies such as e-mail, mobile devices and telephones as well.

Electronic commerce is generally considered to be the sales aspect of e-business. It also consists of the exchange of data to facilitate the financing and payment aspects of business transactions.

E-commerce can be divided into:

E-tailing or "virtual storefronts" on Web sites with online catalogs, sometimes gathered into a "virtual mall" The gathering and use of demographic data through Web contacts.

Electronic Data Interchange (EDI), the business to e-business exchange of data. E-mail and fax and their use as media for reaching prospects and established customers (for

example, with newsletters) business to e-business buying and selling the security of business transactions

Contemporary electronic commerce involves everything from ordering "digital" content for immediate online consumption, to ordering conventional goods and services, to "meta" services to facilitate other types of electronic commerce. On the institutional level, big corporations and financial institutions use the internet to exchange financial data to facilitate domestic and international business. Data integrity and security are very hot and pressing issues for electronic commerce.

2.1 GLOBAL TRENDS

Business models across the world also continue to change drastically with the advent of ecommerce and this change is not just restricted to USA. Other countries are also contributing to the growth of ecommerce. For example, the United Kingdom has the biggest e-commerce market in the world when measured by the amount spent per capita, even higher than the USA. The internet economy in UK is likely to grow by 10% from 2010 to 2015. This has led to changing dynamics for the advertising industry.

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Amongst emerging economies, China's ecommerce presence continues to expand. With 384 million internet users, China's online shopping sales rose to $36.6 billion in 2009 and one of the reasons behind the huge growth has been the improved trust level for shoppers. The Chinese retailers have been able to help consumers feel more comfortable shopping online. E-commerce is also expanding across the Middle East. Having recorded the world’s fastest growth in internet usage between 2000 and 2009, the region is now home to more than 60 million internet users. Retail, travel and gaming are the region’s top e-Commerce segments, in spite of difficulties such as the lack of region-wide legal frameworks and logistical problems in cross-border transportation. E-Commerce has become an important tool for businesses worldwide not only to sell to customers but also to engage them.

2.2 IMPACT ON MARKETS AND RETAILERS

Economists have theorized that e-commerce ought to lead to intensified price competition, as it increases consumers' ability to gather information about products and prices. Research by four economists at the University of Chicago has found that the growth of online shopping has also affected industry structure in two areas that have seen significant growth in e-commerce, bookshops and travel agencies. Generally, larger firms have grown at the expense of smaller ones, as they are able to use economies of scale and offer lower prices. The lone exception to this pattern has been the very smallest category of bookseller, shops with between one and four employees, which appear to have withstood the trend.

2.3 DISTRIBUTION CHANNELS

E-commerce has grown in importance as companies have adopted Pure-Click and Brick and Click channel systems. We can distinguish between pure-click and brick and click channel system adopted by companies.

1. Pure Click companies are those that have launched a website without any previous existence as a firm. It is imperative that such companies must set up and operate their e-commerce websites very carefully. Customer service is of paramount importance.

2. Brick and Click companies are those existing companies that have added an online site for e-commerce. Initially, Brick and Click companies were skeptical whether or not to add an online e-commerce channel for fear that selling their products might produce channel conflict with their offline retailers, agents, or their own stores. However, they eventually added internet to their distribution channel portfolio after seeing how much business their online competitors were generating.

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2.4 AN E-DISTINCTION

For the purpose of clarity, the distinction between e-commerce and e-business in this book is based on the respective terms commerce and business. Commerce is defined as embracing the concept of trade, ‘exchange of merchandise on a large scale between different countries’. By association, e-commerce can be seen to include the electronic medium for this exchange. Thus electronic commerce can be broadly defined as the exchange of merchandise (whether tangible or intangible) on a large scale between different countries using an electronic medium – namely the Internet. The implications of this are that e-commerce incorporates a whole socio-economic, telecommunications technology and commercial infrastructure at the macro-environmental level. All these elements interact together to provide the fundamentals of e-commerce. Business, on the other hand, is defined as ‘a commercial enterprise as a going concern’. E-business can broadly be defined as the processes or areas involved in the running and operation of an organization that are electronic or digital in nature. These include direct business activities such as marketing, sales and human resource management but also indirect activities such as business process re-engineering and change management, which impact on the improvement in efficiency and integration of business processes and activities. Figure 1.1 illustrates the major differences in e-commerce and e-business, where e-commerce has a broader definition referring more to the macro-environment; e- business relates more to the micro-level of the firm.

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Figure 2.1 Electronic Commerce and Electronic business

These key drivers for the implementation of e-business can be put into the context of the classic economic equation of supply and demand illustrated in Figure 1.2.Thus, e-commerce provides the infrastructure and environment that enables and facilitates e-business. Within this, the implementation of e-business is solely dependent on whether there is a demand by the organization and whether it can be supplied within the organization. Demand is created largely by the need to cut costs, improve efficiency, maintain competitive advantage and meet stakeholder requirements.

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2.5 KEY DRIVERS OF E-COMMERCE

Figure 2.2 Key Drivers of E-Commerce

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Figure 2.3 Key Drivers of E-business

These businesses objectives can be met through the supply of a technological infrastructure to improve organizational processes, a willingness, ability and commitment to integrate new technology and improve working practice within the organization, and crucial to all this is the allocation of resources.

Amongst emerging economies, China's ecommerce presence continues to expand. With 384 million internet users, China's online shopping sales rose to $36.6 billion in 2009 and one of the reasons behind the huge growth has been the improved trust level for shoppers. The Chinese retailers have been able to help consumers feel more comfortable shopping online. E-commerce is also expanding across the Middle East. Having recorded the world’s fastest growth in internet usage between 2000 and 2009, the region is now home to more than 60 million internet users. Retail, travel and gaming are the region’s top e-Commerce segments, in spite of difficulties such as the lack of region-wide legal frameworks and logistical problems in cross-border transportation. E-Commerce has become an important tool for businesses worldwide not only to sell to customers but also to engage them.

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CHAPTER 3

3. COMPANY PROFILE

Snapdeal.com is an online marketplace, headquartered in New Delhi, India. The company was started by Kunal Bahl, a Wharton graduate as part of the dual degree M&T Engineering and Business program at Penn, and Rohit Bansal, an alumnus of IIT Delhi in February 2010.

Snapdeal.com was started in February 2010 as a daily deals platform but expanded in September 2011 to become an e-commerce company via a marketplace model. With 20 million registered users, Snapdeal is one of the first and largest online marketplaces in India offering an assortment of 4 million+ products across diverse categories from over 20,000 sellers, shipping to 4,000 towns and cities in India.

In the year 2012-13 Snapdeal had said that it expects to garner revenues of about 6 billion (US$100 million). Betting big on the growth of mobile commerce, Kunal Bahl, the CEO of Snapdeal, said at present 15-20 per cent of the sales on Snapdeal comes through m-commerce. Snapdeal.com expects the total sale of products traded on its platform to cross 20 billion (US$340 million) in the fiscal year 2013-14 helped by its robust growth in the past two years and the growing popularity of e-commerce in India.

Snapdeal’s mission is to provide a platform for small businesses across India to be able to sell to consumers nationally. Even they expect its online sales to cross 2000cr. INR in FY 14.

Snapdeal has recently launched its best mobile app for iOS users. The app, already available for Windows and Android users, provides users access to Snapdeal's various product categories.

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3.1 FUND RAISING

Snapdeal has received 5 rounds of funding:

Round 1: In January 2011, Snapdeal received a funding of $12 million from Nexus Venture Partners and Indo-US Venture Partners.

Round 2: In July 2011, the company raised a further $45 million from Bessemer Venture Partners, along with existing investors Nexus Venture Partners and Indo-US Venture Partners.

Round 3: Snapdeal then raised a 3rd round of funding worth $50 million from eBay and received participation from existing investors – i.e. Bessemer Venture Partners, Nexus Venture and IndoUS Venture Partners.

Round 4: Snapdeal received its 4th round of funding of $133 million on Feb-2014. The 4th round of funding was led by eBay with all the current institutional investors, including Kalaari Capital, Nexus Venture Partners, Bessemer Venture Partners, Intel Capital and Saama Capital all participating.

Round 5: Snapdeal received its 5th round of funding of $100 million in May-2014. The 5th round included investments by Blackrock, Temasek Holdings, Premji Invest and others.

In the 3rd round of funding of $50 million eBay came out as the largest investor in Snapdeal. The investment also includes a commercial partnership under which eBay will get access to Snapdeal’s 20 million registered users, logistics software and distribution network. Snapdeal co-founder Kunal Bahl told media that Snapdeal will offer a limited number of products on eBay India and eBay too will list its merchandise on Snapdeal, following the partnership.

In its 4th round of funding Snapdeal raised fresh capital of $134 million with eBay Inc., leading the round. With this round eBay has increased its stake in Snapdeal, becoming its largest investor. Snapdeal Co-founder and CEO Kunal Bahl said that eBay's second round of investment in Snapdeal as an endorsement of strategy and progress Snapdeal has made in year.

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3.2 ACQUITISIONS

1. In June 2010, Snapdeal acquired Bangalore-based group buying site, Grabbon.com. 2. In April 2012, Snapdeal acquired esportsbuy.com, an online sports goods retailer based out

of Delhi. 3. In May 2013, Snapdeal acquired Shopo.in, an online marketplace for Indian handicraft

products.

3.3 AWARDS AND RECOGNITIONS

1. E-Retailer of the Year & Best Advertising campaign of the year - Indian eRetail awards 2012 organized by Franchise India in Feb, 2012.

2. Winner of Red Herring Asia Awards 2011. 3. E-commerce site of the year at WAT awards that took place in Jan 2012, Mumbai.[19]4. Hottest Internet Companies of the year at the premier edition of the 'Young Turks Awards'

organized by Mercedes Benz and CNBC-TV 18 in New Delhi - Jan, 2012. 5. Rated the #1 e-commerce site in India, in terms of traction by Dataquest/Sapient E-commerce

Survey 2011. 6. Voted amongst the busiest brands of India in afaqs's annual buzz-making poll. 7. Rated the Cheapest Online Mobile Store for November 2013, in a study conducted by

Zoutons.com. 8. Silver for the Best Website – Service, at the Indian Digital Media Awards 2011, organized by

the Exchange 4 Media group - June 2011.

3.4 CORE VALUES

Here are our 5 Core Values that we live by:

1. Innovation:-Creativity is at the core of our business values. The team is given the freedom to take informed, responsible risks.

2. Change:-We are ever evolving and believe in driving change, embracing every opportunity with open arms.

3. Openness:-We encourage every team member to share ideas and feedback openly thereby building strong relationships built on Trust and Faith.

4. Ownership:-Every member owns the task they take up. We foster collaboration while building individual accountability.

5. Honesty:-We believe in doing the right thing under all circumstances

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3.5CORE TEAM OF SNAPDEAL:

Snapdeal being an IITian startup recruits employees from IIT’s, IIM’s and top B-Schools.

3.6 SWOT ANALYSIS OF SNAPDEAL

Strengths

Monetary assistance provided High profitability and revenue Vast geographic presence Wide Supplier network

Weaknesses

Competitive market Low barriers to entry in the industry Customer and supplier retention

Opportunities

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Growing digital/Internet penetration Growing demand Income level is at a constant increase New products and services

Threats

Rising cost of raw materials International online retailers

3.7HOME FURNISHING

Home furnishing is a category available in Snapdeal, which includes various sub categories. Home furnishing category has more than 50k products available which is more than any other online market place. So Home Furnishing leads in number of products available online compared to Flipkart and Amazon.in (market leader in overall number of products). Home furnishing has more than 2000 sellers on board. These sellers include international brands as well as local brands.

Some of the international brands are: -

1. Portico New York2. Espirit3. American Swan4. Reebok5. London Lady and many more.

Some known local brands are: -

1. Swayam2. Bombay Dyeing3. Trident Group4. Raymond5. Nilkamal6. Maspar7. MYCK8. Spaces9. Atmosphere10. D.Decor

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11. Elysia and many more.

Home furnishing also promotes those sellers which do not have their outlets to sell. So they can directly get a market place where they can sell what they produce.

Home furnishing has its seller base across pan India. It has its sellers even located in very remote areas. The max base lies in Rajasthan, Gujarat, Haryana, Tamil Nadu and Delhi.

The subcategories available in Home furnishing are: -

1. Bed Linen.2. Bath Linen3. Curtains & Blinds4. Mattresses5. Pillows & Covers6. Mats & Carpets7. Cushion & Covers8. Blankets & Quilts9. Table Linen10. Kitchen Linen11. Fabrics

Snapdeal also maximum assortments in Home Furnishing category compared to Flipkart and Amazon.in. It has the maximum business from this category compared to other competitors in Home Furnishing.

Snapdeal offers various discounts on products available through different promotional activities and campaigns. These offers can be: -

1. Bulk Discount2. Buy 1 Get 1 offer3. Flat Discount4. Festival or special occasion offers5. Weekly discounts6. Weekdays offers7. End of season sale

The main competitors available to Snapdeal in Home Furnishing are: -

1. Flipkart

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2. Amazon.in3. Fab furnish4. Jabong and Others.

Even the outlets available in market are strong competitors. Some of these are: -

1. Home Center2. Home Town3. Atmosphere Outlet4. Good Earth Outlet5. Aura Furnishings6. Evoke 7. F & F stores etc.

Also the local market shops are considered to be strong competitors. They are the first place to visit by a middle income group person. They have the maximum footfall compared to other stores. So Snapdeal aims to achieve the same scenarios where they can attract those customers and increase the footfall on their site.

3.8COMPETITOR ANALYSIS

INTERNET TRAFFIC BASED RANKING:

SNAPDEAL

FLIPKART

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AMAZON

JABONG

FABFURNISH

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MYNTRA

So we can clearly see from the rankings that Snapdeal is having a very tough competition in market. It has to not only perform well but has also to make sure that it does something different which makes him in competition.

VISITORS ENGAGEMENT TO THESE SITES:

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SNAPDEAL

FLIPKART MYNTRA FABFURNISH

AMAZON.in JABONG

Bounce Rate 29.30% 22.50% 43.60% 35.40% 28.50% 48.70%Daily Pageviews Per Visitors

5.80 9.13 6.87 5.38 8.14 5.54

Daily Time on site

7.02 8.12 5.46 6.01 7.03 5.22

So we can see from the table that Snapdeal faces a strong competition in all parameters. Flipkart has the maximum daily page view per visitors. On the other hand Snapdeal is good in bounce rate and daily time on site parameters.

Demographic Division of Snapdeal user is:

Audience Geography:

Search Traffic and the Top Keywords from Search Engines:

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3.9SNAPDEAL IN SOCIAL CAUSE

Snapdeal has adopted a remote village in India and enabled clean drinking water facilities for its people by installing manual pumps. To show their gratitude, the village residents have decided to rename their village to Snapdeal.com Nagar actually taking the company by surprise.

Snapdeal.com CEO Kunal Bahl tells the goal has always been to build a socially responsible organization, and that the decisions to provide clean drinking water for the village came from a conversation with one of its employee in the hallways.

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He says that they honestly did something very simple- didn’t even cost that much and installed 15 hand pumps, which now enable clean water within a distance of 50 meters for all the residents in the village.

CHAPTER 4

4. PROJECT DETAILS

4.1 OBJECTIVE OF STUDY

To understand the business model of Snapdeal and end to end process of getting a seller onboard.

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2. Bringing new sellers as Snapdeal clients by motivating them to do business with the company.

3. To know the consumer behaviour in offline and online market.

4.2 BUSINESS MODEL OF SNAPDEAL

Launched in February 2010, Snapdeal.com has evolved as the largest online marketplace in India. Snapdeal provides a platform for vendors across the country to connect with millions of customers. 

The platform has the widest assortment of products from thousands of national, international and regional brands across diverse categories like Mobiles, Electronics, Fashion accessories, Apparel and Footwear, Automotive, Kids, Health, Home and Kitchen, Sports & Books. Snapdeal.com has a network of more than 50000 Merchants/Brands, and has over 20 million members (which is 1 out of every 6 internet users in the country) and caters to the shopping needs of customers across 4000+ towns and cities.

As a marketplace, Snapdeal follows the below mentioned business model. 

4.2.1 LISTING OF THE PRODUCTS Snapdeal charges the below mentioned charges for the listing of the products: -

1. Commission 

Snapdeal Charges a fixed commission percentage corresponding to the category of the products being showcased by the Partner (Vendor). The Commission is charged on the Selling price of the product.

2. Shipping Charges

The Shipping of the product is taken care of  by Snapdeal.com , through its Courier Partners, Blue Dart , First Flight or DHL, and the cost of the same is passed on to the Partner ( Vendor). 

The Shipping Charges are Rs 45 (exclusive of service tax) for upto 500 Gms. of weight of the Parcel. The same goes on increasing at the rate of Rs 35 (exclusive of service tax) for every 500 Gms. 

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For e.g.: The Shipping charge for 500gms- 1 Kg of weight would be (45 + 35) = Rs 80 (exclusive of service tax), and the same goes on increasing. 

Heavy Products like Mattress and Carpets will go with Surface and the charges would be Rs.133/7000 Gms.

In case of Product, wherein the Surface rate of Courier is to be charged, a flat Rs 17 (exclusive of service tax) per kg is charged for the same. 

Packaging material will be provided by the Snapdeal to pack the parcel; this includes the white poly bag and the Snapdeal tape. 

3. Payment Collection Charge

Snapdeal is a large Platform for Listing and or selling of the products of the Partner Brands across the nation, as we collect payment on behalf of the Partners (Vendors), a small payment collection charge is taken from the Partner. 

The Payment collection charge is Rs 20 or 2.7 %( Service tax Extra) of the selling price of the product, whichever is higher.

Please go through the below mentioned example which would help you to understand the process in a better way. 

For e.g.:- If you are listing your products from the Jewellery Category, the charges for the same would be calculated as follows... 

If the selling Price of a Particular Item is Rs 1000. Then in this case

Commission would be 20% of Rs 1000 =   Rs 200

Shipping Charges               =   Rs 51. (Inclusive of service tax) 

Payment Collection Charge, 2.7 %( Taxes Extra) is Higher =         Rs 30.03

 

4. Payment Term. 

Snapdeal shall release the payment on the following basis, i.e., the products delivered during the period from 1st to 7th, 8th to15th, 16th to 23rd   of every month and from 24th to end of month. Snapdeal shall make the payment by way of account payee cheque /RTGS/ NEFT on 17th, 25th of same month, and 3rd & 11th of the next month, respectively after deducting Snapdeal’s fee.

5. Return Policy

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In case of return or replacement of product due to any  reason as mentioned in agreement or otherwise, associate charges will be borne by either Snapdeal or Seller as per the table appended below:-

Sr. No

Particulars Shipping Charges

Reverse Pickup Charges

Payment Collection Charges

1 Direct Shipment Returns for Damaged/Defective/Wrong item.

Borne By Seller

Borne By Seller

Borne By Seller

2 Vendor related cancellationOut of Stock/Cancellation due to delay

in shipment beyond 3 days from published dispatch date, etc.

NA NA Borne By Seller

3 Replacement in case of point 1 Borne By Seller

NA NA

4 Replacement in case ofcorrect product delivery but happened

due to size, color related issues

Borne By Seller

4.2.1 END TO END PROCESS

First of all the seller is informed about Snapdeal, its products and categories. If the seller has the availability of products which could be sell on Snapdeal and also if he is ready to do business with Snapdeal then he is sent a registration form on his mail id. This complete process is automated and seller’s details are also updated once he is convinced to do business with Snapdeal.

With the registration form, a document with complete details of business model of Snapdeal is sent for better understanding. If he is ready to follow all conditions listed in the model, then he needs to fill the details and sent back to Snapdeal.

Once the seller has sent the form, then a complete process of verification goes with various stages varying from red to green. The green stage is achieved then the seller is said to be on board. After this the company’s representatives mails him the credentials of different panels. Basically the company has 4 panels, which are: -

1. Inventory Panel

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This is basically provided to the sellers for the management of inventory. They are provided with the credentials for this panel where the can update their inventory if it is in stock and can remove the inventory if the products are out of stock.

The representatives need to take follow ups from sellers so that they keep the panel updated. This panel directly removes the burden from Snapdeal employees; with this the sellers can update their stock very easily.

The below attached is the screen shot of login page of inventory panel for sellers. New sellers has to register him before using this, he can directly fill the registration form and get the credential for panel.

2. For New Sellers

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1. Content Panel: -

This is the latest panel added by Snapdeal. This panel basically gives access to seller for uploading images of the products, giving description about the products. The seller now can add description whatever he fits best for the product. Seller can directly upload the images which when once approved by representatives, go live on websites with the details of the product.

Sellers can now choose the category and then sub category of the product to be uploaded. He can add or remove the details when required. Below snapshots are of content sheet for sellers.

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2. Pricing Panel

Sellers can give their price of the products and through this they will be directly told about the commission of Snapdeal and what they will be getting back. They can have the access to this panel through the same inventory panel credentials.

3. Shipment Panel

Shipment panel is basically for tracking of products sold. Snapdeal has launched SafeShip, a fulfillment platform for sellers listing their products on the marketplace. This is the second value-added feature offered by Snapdeal.com after it launched TrustPay (which was targeted more at the consumers); a full cash-back facility if a company fails to deliver, earlier this year. Through SafeShip, Snapdeal aims to ease the process of fulfillment for merchants. It gives sellers an email-like interface which processes all the orders in much lesser time. The service can be used in two different ways by sellers. First, sellers can ship products directly to the customer through Snapdeal’s logistics partners. Second, orders can be routed through Snapdeal’s fulfillment centers and then shipped to the customer.

The SafeShip platform claims to auto-optimise and allocate a logistics company for a seller based on past performance and pricing. It will also handle aspects like pre-shipping verification, returns/replacement/refunds processing and product quality control.

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Many sellers in India are still hesitant about selling their products online. A major challenge that they face is that most of them do not have the resources or the know-how to fulfill the customer orders received while paying the right price for fulfillment. As a solution to this challenge, we have launched SafeShip; a one-click order of Snapdeal is basically for the fulfillment service for the sellers.SafeShip will also help sellers and buyers track their products right from the time the consignment leaves the seller’s facility to the time it is delivered to the buyer.

4.3 ISSUES FACED BY SELLERS

These features are added at a time when the online marketplace space is getting crowded and the players are fighting to get the maximum number of merchants on board. While the big daddy of marketplace model eBay has been present in India for years (and also has an investment in Snapdeal), Amazon recently launched an India-specific marketplace. Flipkart has also integrated a marketplace with its existing e-com platform.

Sellers usually face many issues with the usage of panels. So they need to be guided properly so that in future they don’t face any issues. Videos are sent with all information and steps to use these panels. The main issues faced by sellers are: -

1. Issues Related to Image Upload: -Sellers are not able to upload images of products as per the company’s standards. They are given some conditions with size, dimensions and quality restrictions. So the representatives guide them in such scenarios. They help them in uploading proper images which fits the restrictions. Reps use to keep a follow up of these sellers so that they don’t face any issues in near future.

2. Inventory Update: - Sellers usually skips to update inventory on routine basis. They need to be pushed and guided so that they keep their inventory updated. They usually don’t remove the products which is out of stock, so the representative removes the out of stock products from panel if it crosses the time limit.

3. Content Sheet Issues: - Sellers many times are not to update their content sheet. Content sheet needs to be updated for the information of product to be uploaded. While using this content sheet seller needs to be connected to internet. These issues are looked by the representatives assigned.

4. Questions Regarding Shipment: - Sellers often ask about the shipment process and also faces issues with courier service. Once an order is placed, the request is sent to the seller as well as

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the courier service (whichever is available nearest to seller). The seller needs to be prepared with the product when the courier service people come. The sellers (new sellers) often are unaware of the packaging and timing of service. They representatives have to look after this so that there is no delay in the delivery of product.

4.4 HELP US TO FURNISH UR HOME

A questionnaire was prepared by me to get the feedback of customers. This will help to improve the category and know what all customers are looking for. It was prepared after analyzing 100’s of customer feedback forms and calls. So that they can directly fill this form online once they want to give any feedback. The company doesn’t have to send their feedback forms through mail and collect the individual responses. This online feedback will let us know about the improvements and main focus area, so that we can ask our vendors to bring that product in demand. This will help in improvement in assortments and removing bad quality products. A pilot test among the employees of Snapdeal was done before making this form live on website.

The questionnaire is shown below in the Annexure 2.

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The results of pilot testing done in company were: -

Some of the results of important question in the pilot test are shown below. Question no 4th, 5th and 6th results are shared during the pilot testing.

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These results motivated the category to go ahead with feedback survey live on website, and this survey would be live once approved from senior managers.

Even this will help in collecting a huge database of the customers which can be considered latter as privileged customers. These customers can be attracted more by giving special discounts and offers. The suggestions from customers can be taken on priority and the issues should be solved as soon as possible. Also the favorite sub categories should be promoted more and more. Even this will help the company to get an idea about target customers.

The information about the content available on page will increase the scope of improvement. The suggestions from customers will give us a competitive advantage over others. We can get direct information from customers that what they need in home furnishing.

Being a market leader in Home Furnishing, Snapdeal has wider scope to increase their market and customer base in this category.

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4.5 CUSTOMER BUYING BEHAVIOUR IN OUTLETS

We basically conducted a survey in various huge outlets across Delhi to get the information regarding the customer buying behaviour in these outlets. We prepared an open ended questionnaire (attached at the end) and conducted a survey with the managers or sales person in stores. We questioned them regarding the consumer buying behaviour in their outlets. We questioned which brand they prefer, which assortment they ask for and various other aspects. Even we asked them about the preference of people for the international brands. We did this survey in big malls, big stores and various other markets where footfall is max. We covered around 30 stores in this survey and finally gathered some insight points which were forwarded to senior managers.

Some of the stores where we conducted these surveys were: -

1. Home Care- GIP mall(Noida sec-18)2. Home Town- GIP mall(Noida sec-18)3. Aura Furnishing(various stores in Delhi)4. Good Earth(Khan Market)5. Timber Market(Kirti Nagar)6. Shyan Furnishings(Anand Vihar)7. Various Stores in Gurgaon8. Atmosphere store in Gurgaon9. Easy Day Home Furnishing and many more.

The survey was conducted and results were obtained for following: -

1. Brand Preference- Store managers were questioned regarding the brand what customer prefers. They were asked about the customer buying behaviour. Which brand they prefer what themes the brand is offering.

2. Assortments Sales- Which assortments are available in store. Which sub categories are sold maximum? We questioned the store’s manager about consumer preference for themes in different assortments.

3. Discount offered by stores- Over here we discussed the promotional activities stores offer during the year. Which month has the maximum sale and which months has minimum. Which are the peak season and what stores offer at that time? We also asked about the slum seasons and days and what stores do to get a footfall during slum.

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4. Brand and Assortments combination- In this open ended question we asked them about brand preference for different assortments in store. We questioned them regarding the buying pattern for different assortment. We even checked the price range for these assortments and what stores do to reduce the prices and what offers they combine with brands.

After the survey following results were obtained for brand preference:-

Brands Frequency in Stores

Portico 10Maspar 4Swayam 7Bombay Dyeing 6D' décor 7tangerine 4spaces 5Eyda 1Maishaa 1deco window 3Spread 2Dicitex 3Raymonds 3SJ(Aura Furnishing) 1Espirit 2Obsessions 3

The above table shows that Portico brand is found maximum in stores, whereas Swayam, Maspar and D’ décor is also available in maximum stores.

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portico

maspar

sway

am

bombay dye

ing

D' déco

r

tange

rine

space

sEy

da

maishaa

deco w

indowSp

read

Dicitex

Raymonds

SJ(Aura

Furn

ishing)

Espirit

Obsessio

ns0

2

4

6

8

10

12

Frequency in Stores

Frequency in Stores

Based on assortments sales in stores following result was obtained: -

Stores BedSheet

Comforters

Rugs And Carpets

Cushion covers/Pillow Covers

bath linen

Curtain,Rods and Blinds

Mattresses

Fabric

Table Cover And Sofa Covers

Home Saaz 1 6 3 5 4 2 7 8Sita Fabrics 1 6 7 5 2 4 8 9Midtown Furnishing

5 7 8 6 6 1 9 2

Aura Furnishing

2 6 7 5 8 4 9 1

F&F 6 7 2 4 5 3 9 1Evok 1 8 4 3 2 5 6 7Dreams 5 6 3 4 7 2 8 1Shopper Stop 1 7 5 3 2 4 8 9EasyDay 1 6 4 3 2 8 5 9ShayamFurnishing

1 7 5 4 2 3 6 9

LifeStyle_HC 1 6 5 4 2 3 7 9Average 2.27 6.55 4.82 4.18 3.82 3.55 7.45 5.91

Mode 900 200 500 600 700 800 100 400In this table we compared the ranks given by the stores to the assortment as per their demand. We could easy see that Bed Sheets were in maximum in all the stores followed by Curtains and

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Bath linen. Majority of stores prefer to keep bed linen as their main selling product. Here we have evaluated by getting the average of the ranks given by stores and then assigning the mode values so that they can be plotted on graph.

Based on promotional activities in stores following result was obtained: -

Types of Discounts

Frequency In Stores

combo offers 8bulk discount 7buy 1 get 1 6flat pricing 5end of season sale 15

Over here we collected the information regarding the promotional activities by the stores. The stores used to have discounts and offers to improve their sales and increase the footfall. They also told that they have different promotional activities and brands use to have theirs. Maximum stores gave end to season sale so that they can clear out the stock available. Whereas stores and brands also prefer combo offers, like a pillow cover free with bed sheets etc.

Frequency In Stores

combo offersbulk discountbuy 1 get 1flat pricingend of season sale

Based on assortment and brand combination following result was obtained: -

BED LINEN: -47 | P a g e

Brands Bed SheetsPortico 11Maspar 4Swayam 8Bombay Dyeing 9D' décor 6tangerine 4spaces 6Eyda 1Maishaa 1deco window 3

Portico is the maximum sold brand in stores in Bed Sheets. Bombay dyeing is the brand maximum aware to the customers due to its popularity in Indian market, whereas Swayam has also been seen in maximum stores due to its demand and shades in bed sheets.

bedsheets

12345678910

QUILTS: -

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Brands Quiltsportico 4Maspar 2Swayam 0Bombay Dyeing 2D' décor 6tangerine 1spaces 3Eyda 1Maishaa 0deco window 0

When considered the quilts section we see that D’ décor is the most preferred brand, maximum of the stores which have Quilts available keeps D’ décor in their store. Portico and spaces were also available in some stores. Rest stores prefer local brands in quilts.

Quilts12345678910

PILLOW COVERS: -

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Brands Pillow Coversportico 6Maspar 3Swayam 3Bombay dyeing 6D' décor 4tangerine 1spaces 4Eyda 1Maishaa 1deco window 0

Pillow covers are available with bed a sheet only, which is why stores usually don’t keep separate pillow covers. Portico and Bombay Dyeing are maximum selling brands in these assortments.

Pillow Covers12345678910

CUSHION COVERS: -

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Brands Cushion Covers

portico 2Maspar 1Swayam 4Bombay Dyeing 3D' décor 2tangerine 0spaces 1Eyda 0Maishaa 1deco window 0

Only few stores usually keep cushion covers. Swayam was maximum available in these stores.

Cushion Covers12345678910

CURTAINS: -

Brands Curtain51 | P a g e

sportico 2Maspar 1Swayam 1Bombay Dyeing 1D' décor 1tangerine 0spaces 1Eyda 1Maishaa 0deco window 4

We could easily find stores with exclusive outlets of curtains and fabrics. Usually stores like Midtown and Shyan are exclusive only for Curtains. Thus we could not find curtains in many stores.

Curtains12345678910

BATH LINEN: -

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Brands Bath LinenPortico 3Maspar 2Swayam 3Bombay Dyeing 6D' décor 1tangerine 0spaces 3Eyda 0Maishaa 0deco window 0

In Bath Linen Bombay Dyeing was available in maximum stores; we also found many international brands in this category. Even portico and Swayam were available in some stores. But Bombay Dyeing was maximum available in stores and leads the market according to the store managers.

Bath Linen12345678910

FINDINGS FROM THE SURVEY CONDUCTED:-

Top four brands customers recall

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1. Portico2. Swayam3. Maspar4. Bombay Dyeing

Top offers in Offline Stores

1. End of season sale2. Combo Offers3. Bulk Discount4. Buy 1 Get 15. Flat Pricing

Top sub categories selling offline

1. Bed Sheets2. Curtains3. Bath Linen4. Comforters5. Cushion Covers

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CHAPTER 5

5. RECOMMENDATIONS

5.1Features or Points which can be considered for increase in sales1. We now need to concentrate also on international brands, and try to add more and more

products from international brands.2. The promotion strategy for these brands should be on higher scale; it should be through

some modern techniques and based on themes. As our target audience is middle income group+ people, so our old traditional products should be removed or put on hold.

3. We should also do some modification in our return policy. It should be changed to 15 days return back policy.

4. Senior managers should do some random visits to customers with the shipment boys. They should interview them that why they feel snap deal is better than others. Also try to collect as many negative feedbacks. This will lead to a huge word of mouth advertisement.

5. Our shipment process should be more effective and tracking part should be modified.

5.1.1 For Home Furnishing:- 1. We can use blogs written by some people in our category. This will make people to know

more about our category.2. We can also try with various discount coupons or vouchers, which we can provide during

our shipment. These coupons can be like travel coupons, some discount vouchers, recharge coupons, also it can be some discount on restaurants.

3. Headlines can be used for benefits of product.4. Also use of hover ads for promotion activity can be used to attract people to a particular

advertisement.5. Use of greeting system, by collection customers and sellers birthday and anniversary data.

We can send them greeting through mail and even by shipping to their home. This will lead to increase in brand name.

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REFERENCES

http://www.livemint.com/Industry/Z5LsukiJKgjfdbU3oiTDBO/Indias-ecommerce-boom.html_20/6/2014

http://in.reuters.com/article/2014/06/13/walmart-india-idINKBN0EO15Z20140613_13/06/2014

http://www.livemint.com/Industry/B3Am55INce3z0Cza5KYzVP/Shopify-eyes-Indias-ecommerce-promise.html_17/6/2014

http://www.sxccal.edu/msccs/ecommerce1.pdf

www.flipkart.com

www.amazon.in

www.fabfurnish.com

www.jabong.com

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ANNEXURE 1

Survey on organised retail stores

1. Which product sells the most?

Ranking

Product 1

Product 2

Product 3

Product 4

Product 5

2. In those ranked products which brand sells the most?

Product 1 Product2 Product3 Product 4 Product 5

Do ranking in brands

3. Attributes:

Bed linen

design Rank 1 Rank 2

Rank 3 Product assortment

Pdt ratio Age group

gender

Fabric quality

Same as above

Same for other attributes like size, design etc.

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4. Branded non branded products, discount and price point?

5. Which store promotion works the best Combo offers bulk discount buy 1 get 1 offer flat pricing end of season sale

(Ranking)

6. In a year when do u see peak in sale?7. Which week day products are sold most and least?8. Through the year which promotion offer u have?9. Your assortment and promotion are: theme based or price based?10. Which all theme you use

Seasonal theme festive theme special occasion theme

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Branded to non-branded order

discount Price point Best selling price point(tick the best selling price points)

ANNEXURE 2

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