Individual Assignment-1
Marketing Strategy-DBS-PC-MS- 601- T
Report:
Marketing Of a Nearby Shop
By: Abhishek Negi Submitted To:
Dr. Partha Chakraborty
ERP: 0251MBA722
Associate Professor
DBS Global University
Basic Details
Name of shop: Bisht General Store
Type of shop: Local Convenience Store / Provision store
Location: Premnagar, Dehradun, Uttarakhand
Main customers:
• College students from nearby institutes
• Office employees from nearby offices
• Families and local residents from the neighbourhood
Why I chose this shop:
I selected this store as it is owned by my uncle, and I frequent it quite regularly. This
proximity allowed me to closely observe the shop's operations and engage in
discussions about marketing strategies with him. Additionally, I aimed to comprehend
how a small grocery store like his draws in loyal customers and navigates competition
from other local shops and their patrons. Gathering all the necessary information for
this project was a convenient process for me.
Marketing Mix – 4Ps
The marketing mix of Bisht General Store, situated in Premnagar, Dehradun,
exemplifies a well-organized local enterprise that prioritizes customer satisfaction and
trust.
Product:
Regarding the product offerings, the store provides a diverse selection of everyday
necessities, including rice, pulses, wheat flour, cooking oil, spices, biscuits, snacks,
soaps, shampoos, and cold beverages. The establishment is operated by my uncle, who
has established robust and enduring relationships with wholesalers. Due to these
advantageous connections, he is able to procure high-quality products at more
favourable prices and consistently maintains sufficient inventory to satisfy customer
demand.
Price:
In terms of pricing, the store adopts a moderate and accessible pricing strategy that
caters to local families, students, and working individuals. Occasionally, loyal
customers are provided with minor discounts or the option to purchase on credit,
fostering positive relationships and customer loyalty. The owner sources products
directly from reliable wholesalers at competitive prices, enabling him to offer prices
that are marginally lower than those of competitors in the market.
Place:
Concerning the location, the store is positioned within a residential neighbourhood
adjacent to schools and small offices, which facilitates easy access for regular
shoppers. The site is conveniently located and can be seen from the main road, while
the store's layout is straightforward and well-structured, enabling customers to locate
products swiftly. Due to the absence of comparable grocery stores in the vicinity, Bisht
General Store holds a quasi-monopoly in the region, drawing the majority of local
clientele.
Promotion:
In terms of Promotion, the shop does not use modern methods such as posters, banners,
or social media advertisements. Instead, it relies completely on word-of-mouth
promotion. The owner’s polite behaviour, consistent product quality, and fair pricing
encourage customers to recommend the shop to others. This personal connection and
reputation act as the most effective form of marketing for the store.
Overall, the marketing mix of Bisht General Store highlights a focus on quality
products, fair pricing, convenient location, and strong customer relationships. Even
without modern advertising, the shop continues to grow through customer trust and
positive word-of-mouth promotion.
Marketing Vs. Selling
Under Selling vs Marketing, the approach of the owner clearly leans more toward
marketing than just selling. Most of the customers are known personally to the owner,
as they belong to the same local community. He greets them warmly, remembers their
regular items, and even gives suggestions when needed. This creates a sense of trust
and belonging. Rather than only focusing on completing transactions, he builds and
maintains relationships with his customers, ensuring they return regularly. This
personal touch shows a true marketing mindset — caring about customer satisfaction,
not just sales.
Environment & Small Plan:
The environment around Bisht General Store, located in Premnagar, Dehradun, is quite
favourable for a small local business. The shop is situated in a residential area but is
also close to an industrial zone, which increases customer variety. Many workers and
staff members from nearby factories visit the shop to buy snacks, cold drinks, and
other daily-use items after work. This location gives the store a steady flow of
customers throughout the day.
Most customers are families living nearby, students, and office or factory workers.
Because there are no other kirana or general stores in the immediate area, Bisht
General Store enjoys a kind of monopoly, catering to almost every household and
worker around. The shop is well-known locally and trusted by the community.
The owner has also adopted digital payment systems such as UPI, Paytm, and Google
Pay, which make transactions quick and convenient. He maintains strong relationships
with wholesalers, ensuring a regular supply of quality products at good prices.
Although there is some competition from online grocery platforms like Blinkit, most
people still prefer buying from this shop due to its personal service, flexible pricing,
and immediate product availability.
Overall, the environment is supportive — the mix of residential customers, industrial
workers, and the shop’s monopoly position helps ensure steady sales and loyal
relationships.
Mini Plan – Suggestions for Improvement
Attract more customers:
Introduce a monthly discount offer such as “5% off on total purchase above ₹500” or
combo packs for essentials (for example, rice + oil + flour together at a lower price).
This will motivate customers to buy more in one visit.
Keep existing customers happy:
Start a loyalty reward system — for example, giving a small free item (like a soap or
packet of biscuits) after 10 purchases. The owner can also take feedback from regular
buyers about new items they would like to see in the shop.
Improve visibility and promotion:
Put up a clear, attractive signboard with the shop name and contact number. The
owner could also create a WhatsApp group for regular customers to share daily
offers, restocked products, and new arrivals.
Handle online competition:
Offer free local home delivery within a 1–2 km area for minimum orders. This will
give customers the convenience of online shopping but with personal trust and faster
service.
Utilize industrial area advantage:
The shop can supply snacks, cold drinks, and lunch-time items in bulk to nearby
factories or workers. Setting up a small delivery system for industrial customers could
increase sales significantly.
Conclusion:
Bisht General Store shows how a small neighbourhood shop can thrive by focusing on
trust, convenience, and good relationships. Even with competition from
supermarkets and online apps, personal service, home delivery, and genuine customer
care help the store maintain loyal customers and steady sales.