Course: Retail Store Design and Location
December 2021 Examination
1. Amul wants to revamp its store giving it a fresh look? You are supposed to redesign
their store with a fresh perspective. What will be your approach? (10
Marks)
2. Axe deodorant wants you to design a new display that will make their display stand
out from the competitors. What do you suggest? (10
Marks)
3. Case Study
Gits unpacks the utility narrative.
A ready to cook food cook food brand looks to stay relevant, even as its core promise to
convenience is knocked over by a host of new players
New recipes, healthy alternative and national pride-it is a broad sweep of narrative that the
55 years old home grown convenience food brand is experiencing with, as it plots its way
through a rapidly changing marketplace. A shift in customer perceptions and needs and the
aggressive expansion of food delivery apps are forcing gits the homegrown convenient
food brand to rethink its value preposition.
The brand has a long history in the country. It came into being 1963 and gets into food
products, by a privately head company launch instant and ready to cook food mixes under
its name. The company is currently managed by the third generation of the founding Gelani
and Tejani families and the brand is being reinvented with new products being launched,
new packaging format and all of this backed with intensive ad campaigns.
Change is being driving by changing customers profiles. More health conscious and while
they look for convenience, Byers are also particular about fresh fare, say market experts.
This is the market Gits seeks to address.
“Gits has always been an all natural, no preservative brand. However, educating customers
find breaking the myths is a big challenge,” says Sahil Gilani, director, Gits Food products.
The company has recently launched a set of digital firms that speak to millennial needs
about taste and convenient. All of this is package within a narrative that also seek to
maximize the sentiment around two big upcoming festival even rakhsha bandhan and
Independence day. The company says the campaign is meant to celebrate both Patriotism
and brotherhood and that is an ode to all soldiers.
Harish bijoor, brain consistent and founded, Harish bijoor consults does not sees the
brand’s promise being effectively conveyed through such ads however. “Gits is a very old
brand and that heritage of brand still sticks to it. Gits need to jump out of that old heritage. In
terms of its current advertising, I do not see that happening.” The market that gets serves has
plenty to offer. “I think it is important to understand that the young generation that we are
talking about is not only about convenience, but also about rectification of good health due to
that convenience. Associating good health and healthy practice with gits maybe a good way to
go forward,” says bijoor.
The RTC (Ready to Cook) to the RTE (ready to Eat) segment is estimated to be around
Rs.1200 Crores and growing at around 10-15%. Gits claims its accounts for 25% share of the
market that has a number of hyper local and local brands. Among the big brands competing
for the same pie are MTR foods, Kohinoor, ITC, Nestle, McCain food (India) Prabhat and
others.
Gillani says that the brand focus in the earlier years was on the export market because
some products were seen to be ahead of their times. But now domestic sales contributes to the
60% of company’s revenue and its share is expected to grow, largely driven by new launches.
According to Gillani the lines between the RTC & RTE categories are getting blurred in
the country today. This is all part of an evolutionary process in taste he adds, explaining
that the challenge for brands such a gits lies in finding the sweet spot between RCt and
RTE, a spot that attracts the young. While they are doing that, the company is also
emphasizing the healthy nature of its product.
Gits now has super food mix like brown rice and flax seeds, idli mix, oats mix and such other
products. It has also launched an organic and vegan version of ready meals abroad.
The company is also looking at the ways to drive the brand deeper into the food business,
by working with QSR that is (Quick Service Restaurants) and Hotels.
Distribution has also been ramped up and the company says it currently has more than
thousand distributors across the country. It also has an e-store besides selling through
flipkart, amazon and big basket.
Gits is also active on social media and has just launched its 3 digital films, catering to the
younger audience on these platforms. Gillani had said at the time of the launch, that the
films are based on real life situations. And the objective is to use the realistic narrative to
break the myths around its portfolio of packaged foods, by giving viewers an insight into
preserving without preservations.
a. What is gits into? How long it has been in this industry and what has it gained in so many
years? (5 Marks)
b. What is the total estimated market for this segment? How much market share has gits in
this entire segment? (5 Marks)
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The deadline is November 27th, 2021
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