| ST. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS) | ||
| END SEMESTER EXAMINATION – SEPT/OCT. 2015 | ||
| B.COM. – V SEMESTER | ||
| MKT 507: RETAIL ANALYTICS (ELECTIVE :MARKETING) | ||
| Duration: 3 Hours Max. Marks: 100 | ||
| SECTION – A | ||
| I) | Answer ALL the questions. Each carries 2 marks. (10×2=20) | |
| 1. | Define a “category”. Give one example for the same. | |
| 2. | Name any 4 benefits of Category Manager to Customer. | |
| 3. | Define Traffic Building and Transaction Building Strategy. What is one key difference? | |
| 4. | Name the 4 approaches for Category Analysis. | |
| 5. | Define Value Sales, Volume Sales and Unit Sales. | |
| 6. | Define Expected Normal Sales and Incremental Sales. | |
| 7. | What are the 4 Price Tier classifications? | |
| 8. | What is Share of Wallet? | |
| 9. | What is Assortment and Assortment Planning? | |
| 10. | What is Merchandise Management? | |
| SECTION – B | ||
| II) | Answer any FOUR questions. Each carries 5 marks. (4×5=20) | |
| 11. | Total Sales of a product XYZ for 2013 is $25,000. The total sale of the product for 2014 is $30,000. Totally 2500 units of the product was sold in 2014.
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| 12. | Name and explain the 4 types of Pricing Policy with example. | |
| 13. | Explain any of 5 facts of distribution listed below:
a. Numeric Distribution; b. Weight Distribution; c. Fair Share; d. Sales/Store/Week; e. Speed to Market; f. Out of Stock Distribution |
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| 14. | Name and Explain the 4 stages of Product Life Cycle. | |
| 15. | Big Bazaar has to maintain a 3 weeks supply of Sparkling Water in inventory. Average sales are 400 bottles per week. Order interval is 2 week. If current stock on hand is 200 bottles how much should be ordered. | |
| 16. | Name and Explain the 3 type of Store Layout. | |
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SECTION – C |
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| III) | Answer any THREE questions. Each carries 15 marks. (3×15=45) | |
| 17. | List and explain any 5 factors which affect the Assortment Planning. | |
| 18. | Name and Explain any 5 approaches to Segmentation. | |
| 19. | What is RFM stand for and what is its importance? What is the criteria to consider while performing this analysis. | |
| 20. | Hotel had 1000 orders per day. 720 orders of Idly + Vada, 820 orders of Idly, 640 orders of Vada. Calculate Frequency, Support, Confidence and Lift for the rule Idly=>Vada | |
| 21. | Explain the below terms:
Market research and Marketing Research Primary and Secondary Research Quantitative and Qualitative Research |
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| SECTION – D | ||
| IV) | Case Study (1×15=15) | |
| 22. | You are an Analyst working in a major market research firm. Today’s project is to answer questions of a category manager, Mark, who manages Category A for client Mariko Ltd . He has just taken over the role in the last one week and needs your support. The better you can answer your questions, the better would be the prospect of having more business from his department. You have already retrieved the data extract for your calculations which eventually will help you to answer his questions. Good Luck!
Calculate and fill up all grey cells of Table 1B for submission to Mark along with your analysis (5Marks) Note: Attach the table IB along with the answer script
The questions to be answered are below ( 2 marks per question)
a. How is the overall Category performing in 2014 vs 2013 and why? Which Brand is driving value growth for Manufacturer C? b. Which is the biggest brand for the category? What is its volume share of category? Does it have the lowest unit price among competitors? c. Brand S has higher unit sales than brand R but lower volume and value sales. What does this imply in terms of SKU pack size for brand S? d. What is the volume share difference between Manf C and B? Who is selling at a higher unit price among these two? e. What is the value share AAB and CCD has of their Manf C?
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TO BE ATTACHED TO THE ANSWER SHEET
Table 1A
| Category A ( Year 2013) | ||||||
| Val Sales | Vol Sales ( Kgs) | Unit Sales | Calculate Price per Unit ($) | Calculate Vol Share % | ||
| Total Category X | $ 543,702.00 | 22,899 | 95,679 | $ 5.68 | NA | |
| Category A ( Year 2014) | ||||||
| Val Sales | Vol Sales ( Kgs) | Unit Sales | Calculate Price per Unit ($) | Calculate Vol Share % | ||
| Total Category X | $ 561,803.37 | 21,762 | 98,638 | $ 5.70 | NA | |
Table 1B
| Category A- Manufacturer and Brand Split for 2014 Please note each Manufacturer is split by their brands respectively Eg:- P, Q, R and S are brands of Manf A |
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| Val Sales | Vol Sales ( Kgs) | Unit Sales | Calculate Price per Unit ($) | Calculate % Vol Share of Category A | |
| Manf A ( Total ) | |||||
| P | $ 62,372.32 | 2,395.2 | 11,224.9 | ||
| Q | $ 54,333.46 | 2,091.6 | 9,995.3 | ||
| R | $ 51,006.20 | 1,973.2 | 7,865.0 | ||
| S | $ 48,178.76 | 1,922.6 | 8,505.8 | ||
| Manf B (Total) | |||||
| XX | $ 55,006.20 | 2,273.2 | 9,505.8 | ||
| YY | $ 50,314.15 | 1,933.4 | 8,433.2 | ||
| ZZ | $ 38,796.60 | 1,571.6 | 6,660.1 | ||
| Manf C (Total) | |||||
| AAB | $ 40,201.38 | 1,574.7 | 6,846.3 | ||
| BBC | $ 39,694.35 | 1,534.1 | 6,751.5 | ||
| CCD | $ 35,876.92 | 1,441.3 | 6,329.9 | ||
| DEE | $ 24,309.12 | 941.4 | 4,237.3 | ||
| Manf D (Total) | |||||
| JJJ | $ 24,247.75 | 737.0 | 5,569.5 | ||
| MMM | $ 16,479.80 | 632.5 | 2,966.0 | ||
| NNN | $ 11,252.00 | 398.9 | 1,998.2 | ||
| OOO | $ 9,734.36 | 341.7 | 1,749.2 | ||