Addons Retail Private Limited was incorporated in Mumbai, Maharashtra, India in 2006. The aim supporting the venture was to sell fashion accessories and lifestyle products to cater to the impulsive purchasing urges of urban Indian men and women. The retail chain shop sold a variety of products and style accessories; opponents included both little mother-and-pop stores and kiosks as well as multinational chains.
By summer 2014, the founder and director had created 80 retail touch points in shopping malls and high streets in a range of cities throughout the country; his aim was to grow by 2019 to 500 retail outlets. The organization was on a rapid growth version, but it needed customer footfall and devotion to support its aspirations. How could it attain the great balance between novelty and loyalty for a volatile,impulse trend product? Neena Sondhi is affiliated with International Management Institute.
PUBLICATION DATE: January 09, 2015 PRODUCT #: W14634-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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