As a part of Marketing Management course, a Retail store visit was organized for I MBA students on November 16, 2019. Students of Batch 4 visited Decathlon and Batch 3 visited Brookefields. Ms. Sujatha, Marketing Manager, Brookefields interacted with B3 students on various marketing strategies that they practice to pull in the customers on all weekdays and weekends. The platform also shared the significance of anchor shops, Mall layout, locational advantage and allotment of various stores in improving the store visibility and getting better walk-ins for all the stores.
Mr. Naveen MP, Sports – Lead Manager of Decathlon interacted with the students of B4. He took the students around the store and introduced the concepts of Segmentation, Targeting and Positioning. The platform provided inputs on different product categories, relevance of spatial arrangement for better product visibility and also the rationale behind why certain products were stocked in Coimbatore which was different from other stores located in other towns/cities.
Following the interaction with the experts, students were encouraged to observe and interact with the customers to understand and describe the profile of market segment visiting each store. Faculty team of Marketing Dr. A. Latha and Dr. Mary Cherian, accompanied & guided the students during the field visit.