IMC Plan for Rajasthali

Submitted By: Nimisha Nasa (13020841022) Submitted To: Ms. Anisha Agarwal

Rajasthali – Company Analysis

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Age Group 20-24 25-34 35-44 45 & Above

Cust Profiling by Age FY '12 FY '13 6% 14% 14% 45% 44% 41% 36%

FY '14 5% 18% 45% 32%

Cust Profiling by Category Age Group FY '12 20-24 8000 25-34 55000 35-44 22000 45 & Above 25000

Spend/Year FY '13 FY '14 10000 11000 70000 105000 26000 32000 30000 36000

Cust Profiling by Online Spend Age Group FY '12 FY '13 20-24 0.2 0.32 25-34 0.16 0.27 35-44 0.14 0.23 45 & Above 0.08 0.12

FY '14 0.38 0.4 0.34 0.18

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Financial Statement for Rajasthali
FQ1 '12 FQ2 '12 FQ3 '12 FQ4 '12 Revenue QoQ Gross Profit QoQ Gross Margin % Op Profit QoQ Op Profit % 807.46 764.94 -5.3% 290.68 -10.0% 38% 225.66 -12.7% 30% 752.60 -1.6% 285.99 -1.6% 38% 222.02 -1.6% 30% 744.72 -1.0% 286.72 0.3% 39% 223.41 0.6% 30% FQ1 '13 FQ2 '13 FQ3 '13 FQ4 '13 718.75 -3.5% 273.13 -4.7% 38% 212.03 -5.1% 30% 691.56 -3.8% 242.04 -11.4% 35% 183.26 -13.6% 27% 638.03 -7.7% 210.55 -13.0% 33% 162.70 -11.2% 26% 591.89 -7.2% 198.28 -5.8% 34% 156.85 -3.6% 27% FQ1 '14 FQ2 '14 FQ3 '14 529.83 -10.5% 174.84 -11.8% 33% 137.76 -12.2% 26% 536.95 1.3% 182.56 4.4% 34% 135.58 -1.6% 25% 523.51 -2.5% 183.23 0.4% 35% 137.42 1.4% 26% FQ4 '14
(Projected)

504.26 -3.7% 173.97 -5.1% 35% 128.59 -6.4% 26%

322.98 40% 258.39 32%

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Rajasthali – Industry & Competitor Analysis
Industry Size & Revenue by Competition
FQ1 '12 Market Size (in MN INR) 15235 FQ2 '12 15250 FQ3 '12 15285 FQ4 '12 15290 FQ1 '13 15295 FQ2 '13 15300 FQ3 '13 15308 FQ4 '13 15298 FQ1 '14 15310 FQ2 '14 15318 FQ3 '14 15330 FQ4 '14
(Projected)

15332

Fab Furnish Urban Ladder India Circus Online Others Home Stop Home Centre Fab India Brick & Mortar Others

Online Players 60.94 67.10 36.56 33.55 24.38 23.49 182.82 211.37 Brick & Mortar 2742.30 2694.68 1713.94 1719.63 2399.51 2694.68 8074.55 7805.52

98.59 52.73 34.39 272.84 2771.93 1705.81 2629.78 7718.93

152.90 91.74 61.16 458.70 2748.00 1704.45 2434.93 7638.12

183.54 110.12 73.42 550.62 2809.31 1778.04 2418.14 7371.81

Online Players 220.32 260.24 132.19 156.14 88.13 104.09 660.96 780.71 Brick & Mortar 2828.01 2893.21 1814.20 1866.12 2276.64 2386.90 7279.55 6860.59

283.01 169.81 113.21 849.04 2937.22 1909.19 2459.92 6576.61

329.17 197.50 131.67 987.50 2959.52 1922.74 2548.58 6233.33

Online Players 390.61 436.91 234.37 262.14 156.24 174.76 1171.83 1310.72 Brick & Mortar 2919.42 2943.36 1869.91 1839.60 2439.01 2413.56 6136.62 5948.96

490.62 294.37 196.25 1471.87 2881.46 1784.64 2416.71 5796.07

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Key Conclusions
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Key Conclusions – From the artisans themselves (Refer exhibits for the transcripts)
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Marketing Strategy (Revised)

Communication Strategy

Communication Strategy

Communication Strategy

Scope of the Export business (Another Suggestion)

Exhibit – Dipstick Interview

Exhibit – Dipstick Interview

Exhibit – Dipstick Interview

Thank You!