Retail Formats | CaseStudy.co.in

Challenge: Future Group is one of India’s leading business houses with multiple businesses spanning across the retail consumption space. Future Group brings multiple products, opportunities and services to millions of customers in India. Through its 15 million square feet of retail space, it serves customers in 85 cities and 60 rural locations across India…

Solution: In searching for a solution, Future Group decided to leverage on its existing relationship with Cisco. “Five years ago, we were looking for a strong strategic technology partner that could line up with our actual business vision. Cisco has the experience in supporting the retail industry and presented a well-defined proposal that addressed our strategic needs. They also possessed a very solid team on the ground domestically and a robust partner network here in India…
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Sony, which was ranked first among consumer electronic brands in the world, was struggling to become the leading brand in India. It faced tough competition from Indian rivals like Videocon and Onida, and multinationals like LG, Samsung and Philips.

To emphasize its brand name and image, Sony India introduced ‘lifestyle concepts’ by launching spacious and aesthetically designed ‘Sony World’ stores. In these stores, Sony displayed its entire product range in a single showroom and targeted high-end customers in urban areas.

Despite promoting its products through advertisements which amounted to 4-5% of the company’s annual turnover, it was only second in market share in its different product segments. Sony introduced four different retail formats in order to differentiate their products, reinforce their brand and serve different customer segments. Click here to read more…

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