Sambhalpur catchment Study

SAMBALPUR – THE CITY

• Sambalpur is a city in Sambalpur district in Orissa. It lies at the western part of orissa , at a distance of 321 km from the state capital Bhubaneswar , located at Mahanadi river basin .

• Sambalpur derives its name from Goddess Samaleswari , an incarnation of Shakti and the presiding deity of the Samaleswari Temple located in the city which is one of the major tourist attaction from all over Orissa and nearby states like Chattisgarh , Jharkhand & MP .

• The distt has a total area of 6702 sq kms , of which almost 60% of the area is covered with forest .

• Sambalpur city is a connecting city between Orissa and 36 Garh .The district was used to be known for its importance as a Diamond Trading Centre .Now its famous for textiles –” ikat “

• In the year 1876, Sambalpur was established , as a municipality. It is currently the headquarters and the largest city of Sambalpur district. It is also the commercial capital of Western Orissa.


• After the economic liberalisation of India in 1990 many industries opened up in and around this place, making this region as the industrial center of gravity of Orissa.

• The economy of Sambalpur is mainly dependent on agriulture and forest . Tendu leaf ( Leaves used for wrapping “ Bidi “ , also known as “ Green Gold of Ori “ is one of the most imp non-wood forest product of Sambalpur . Post industrilisation power , steel , textile have contributed to the growth in economy .• Sambalpur is located on the Mumbai - Howrah rail route. It is also a prime road junction with the crossing of NH-6, NH-42 and SH-10 through the city.

• Hirakud Dam, the longest earthen dam in the world and the largest artificial lake of Asia is situated here.

Sambalpur is also the headquarters of Mahanadi Coalfields Limited, a subsidiary of Coal India Limited.

• Sambalpur is famous for Sambalpuri Saree , Sambalpuri songs , Sambalpuri Dance, the Sitalsasthi Carnival .

• Sambalpur is known as a religious town with number of temples and mosques spread across the town. The religious aspect of the town would be visible every evening during “ SANDHYA AARATI “


• Sambalpur is a town having a mix of old and new town formats. At one end we can see a clumsy & populated old town and at an other end we can visualise a developing town with wide roads and branded shops across .

• Sambalpur is a 136 years old town of orissa but has more cosmopoliton culture than towns like cuttack due to its location.People understands and speak Hindi very requently .

• The town has a cosmopolitan culture due to mix population of Marwaris , Gujratis , Sikhs , Bengalis , Biharis , Christans and Muslims .

• The towns in Sambalpur District - Sambalpur , Bhojpur , Burla , Hirakud , Kuchinda , Lapanga , Laida , Maneswar , Redhakhol , Samasingha .

• Sambalpur is a part of Sambalpur Loksabha Constituency . Sitting M.P from Sambalpur is Amarnath Pradhan , Current MLA is Jaynarayan Misra from BJP ,

• 35% of distt population is tribal .The 2 Tribal groups are – MUNDARI LAUNGUAGE GROUP ( the Kisans , Orams , Mirdhas , Hos , Mundas , Kharias ) and DRAVIDIANS LAUNGUAGE GROUP ( the Gonds , Khanda , Binjhals , Kudas )

Religious.

CITY – At a Glance

Developing Industrial

Hot and dry Tradional

A bit of Cosmopoliton

Narrow lanes . Clumsy roads.Old houses.

CITY mix – At a Glance

Broad lanes . Sleek roads.Beautiful houses.

Old & traditional shops Old & traditional market

Few modern retail Developing markets

• The store is located on the western part of the town . It’s location is not at the heart of the town .

• The store is located at 2 kms from the station . 2-3 kms far from the main market – “ Goal Bazaar “ .

• People entering the town from the station will be able to locate the store easily.

• The store is located at the place called Khetrajpur . “Sanjeevini Hospital “ is the nearest known landmark .

• The store is located at a mall with good parking space at the front .

• The present show stealer is Dominos , located at the ground floor of the mall. The newly opening youth hangout joint , still needs to catch up the market .

STORE LOCATION

Big Bazaar Sambalpur – Site Snapshot

Total Retail Area – 24000 sq ftNo Floors - 2Address - City Centre , Farm Road , Modi Para , Nearest Landmark - Near Sanjeevani Hospital , Khetrajpur

1ST Big Bazaar in the Town

LOB DETAILS Ground Floor Food Bazaar , Appliances , GM , T-24 , Mobile1ST Floor Fashion , Home Fashion , Luggage , Toys

STORE LOCATION – At a Glance

BigBazaar

STORE LOCATION – At a Glance

CITY DEMOGRAPHICS

Nearest Schools from the Store Within 5 to 6kms – 6 Schools

GENDER BREAK UP%Male – 51%Female – 49%

LANGUAGE SPOKENSambalpuri , Oriya & Hindi

POPULATION ( District )Total – 10.44 LacsMales – 4.75 lacs , Female - 4.60 lacsSc Caste – 1.59 lacs , Sc tribe – 3.2 lacs

Urban – 2.70 lacs , Rural – 7.74 lacs

TOWN POPULATION ( Sambalpur , Burla , Hirakud) Total – 2.70 LacsMale - 1.38 Lacs , Female – 1.30 Lacs

Nearest Colleges from the Store Within 5kms – 2 Colleges5kms to 10kms – 2 Colleges10 to 15kms – 2 CollegesNearest Banks from the Store (5-6kms)United Bank of IndiaHDFC SBI ING Vasya ICICI Axis Total child population city -

18555 (0-6yr)Urban male child - 9857 Urban female child - 8698POP STRATA

Area - 6702 sq kmsDistrict pop density - 122 inhabitants / sq kmsSex ratio - 970 females : 1000 malesHouseholds - Rural - ; Urban -

RELIGION MIX1 . Hindu - 57%2 . Muslim - 22%3 . Christan - 15%4 . Sikhs - 6%

CITY DEMOGRAPHICS

PROFESSIONAL MIX - The Major trading forest product is Kendu leaves ,also known as Green Gold of Orissa and Sambalpuri fabric – “ Bandha “

The town has lots of govt HQ’s like railways , police , hirakund hydroelectricity , Rice Mills , Aluminimium factory ( Hindalco ) , Bhushan Steel factory , Mahanadi coal fields ,aluminium can factory etc.

People are equally employed in self employment like retail & wholesale shops , hotels ,trading and jobs as well ( govt and private ).

CLASS MIX : -1. Rich – 15

%2. Middle Class – 45

%3. Lower Middle Class – 40

%

Note – above data is on the basis of conversation with local residents of Sambalpur

CLIMATE

• TROPICAL • Dry & Hot Summers (March end –June ) Temp - 24ºC to 47ºC• Humid Monsoon ( July – Sept ) - Avg Rainfall 152.7 cms• Cold Winters ( Dec – Feb) Temp –11ºC to 28º C • Best time for tourism – Oct - March

LITERACY MIX %Total – 66 %Male – 74 %Female – 58 %

CITY DEMOGRAPHICS

TRANSPORATION : -

AIRWAYS - Nearest airport are Raipur & Bhubeneswar . A newest airport is been made in Jhasuguda .

RAILWAYS - It is located on the Howrah-Mumbai rail route but also connects rest of orissa with Northern and Western India by rail . Sambalpur has 4 railway stations inside town – Khetrajpur , Fatak , Hirakud & City .

ROADWAYS – The main bustand is located in Aithapally .Buses very well connect Sambalpur with other towns of orissa .There are busses withing every 10-15 mins to key towns Jhasuguda & Bargarh

Mode of communication inside the city is Rickshaw, Auto rickshaw approx 500 nos . 2 wheelers are the major mode of pvt communication followed by 4 wheelers .

TOWN HERITAGE

CITY Attractions

Hirakund Dam• It he Longest Dam in the world , located at 15km from Sambalpur , stands across the great Mahanadi

• It drains an area of 133090 sq kms more than twice the area of Srilanka .

• The resorvoir forms the largest artificial lake in Asia with the area of 746 sq kms ,and a shore line over 640 kms .

Sambleswari Temple• Shree shree Sambleswari , the presiding of Sambalpur , is a strong religious force in western part of Orissa . The temple situated on the banks of river Mahanadi .

• The mother of Godess Sambleswari is worshipped from ancient times as Jagatjanani , Adishakti , Mahalakshmi and Mahasaraswati .

CITY Attractions

Wonder Fishes at HUMA

• The Leaning Temple of Huma , is one of its kind of leaning temple situated on the rocky cradle of Bank of Mahanadi , 23kms south of Sambalpur . The temple is dedicated to Hindu god Shiva .

• The reasons for leaning of the temple has still not been discovered . It may be a architectural event or a result due to a natural calamity like earthquake or flood. But the inclination has not changed for last40-50 years .• There is a special kind of fish found here known as “Khudo Fish “ . These fishes are so tame that they will eat food from the hands of those are on the banks

Leaning Temple

http://en.wikipedia.org/wiki/File:Huma_01.jpg

http://en.wikipedia.org/wiki/File:Huma_SBP.jpg

CITY Attractions

Gudguda Waterfalls

GHANTESWARI TEMPLE is situated on the banks of the Mahanadi River, about 35 km south-west of Sambalpur. Goddess Ghanteswari is the presiding deity. • The prime attraction here is innumerable bells of different sizes and shapes, which are believed to have existed here from a very early period.• The bells served as a warning against strong wind for sailors who travelled via this place in olden times. Ghanteswari Temple is believed to have been built by those sailors. Later, the temple came to be known as 'lighthouse without light.'

Ghanteswari temple

GUDGUDA WATERFALL is one of the small but beautiful waterfalls of Sambalpur district, Orissa. It sprinkles out from the Gudguda mountain.• It is surrounded by picturesque scenery of the dense forest.• The water from the waterfall is used for irrigation that provides livelihood to the people of the locality. Litchi grows during summer one of the mainstay of the area’s economy. Other vegetables also grow that provides financial security to the area and its people.• Picnickers throng to the spot during the X-mas holidays, New Year.

CITY Special Zone

Key Hangout Joint• Dominos is the only joint present at the ground floor of the mall where Big Biazaar is present . The youth crowd gatherings have stated happening at the mall.

• The town has typical old town fast food joints like golgappe , chat , samose , dosa , kulfi etc in the market place where people eat while market visits.

• Goalbazaar is the main market which is crowded everyday.

• The market remains open for 7 days a week .

• The entire market gets closed at 1.00 pm then reopens at 5.00pm and stays open till 10.00 pm.

Cinema halls Local Corporate offices

Branch Oficces like Aircel Reliance Coca Cola LIC

• Ashoka Talkies

• Lakshmi Talkies

• No Multiplexes in the town

• Halls are clumsy looking and old .

LOCAL FESTIVALS OF SAMBALPUR NAUKHAI – An important HARVEST FESTIVAL takes

place during the month of August – September , theday after “ Ganesh Chathurthi ” .“Nau” - New and “Khai” – Food. Significance is “ Welcoming the New Rice ( Kharif Crop) of the season.The key thought is to present the New Crop to God at its initial stages before the birds/animals eats/peaks it .

The preparation of the festival start before 15 days of the occasion. The first grain of the Paddy crop are cooked into various dishes , are offered to the dieties .There after the eldest member of the family distributes new rice to the junior members of the family.

All household articles are cleaned , people wear new dresses , people meet and greet each other. Every class of people celebrates this festival .Arisa Pitha is the traditional dish for the festival .

The districts where NAUKHAI is celebrated are Sambalpur , Jhansuguda , Kalahandi , Balangir , Bargarh , Sundargarh , Sonepur , Boudh & Naupada .

NAUKHAI

SITAL SASTHI – Anathor week long festival celebrated in the month of June. It is the marriage ceremony of LORD SHIVA with GODESS PARVATI.

The key attraction is huge processions of Idols of Goddess Parvati , carried out by different Para’s of Sambalupur.

Also includes melas , stage performances and music competitions among the different para’s which people enjoy one whole day and night .

Over 8-10Lakhs of people from the districts and other states like M.P , Bihar etc visits here to celebrate the occasion .

Even being a non consumption festival there is a sale blip visible due to mass people gathering.

SITAL SASTHI

LOCAL FESTIVALS OF SAMBALPUR

OTHER FESTIVALS

Other Festivals of SambalpurBHAIJIUNTIA – This festival is celebrated on Mahastami day or Durga Puja.In this occasion the female does fasting to seek long life of there BROTHERS .

PUAJIUNTIA – This festival is done by mothers to invoke the grace of Lord Dutibahana for the long life and prosperity of their sons.

OTHER IMPORTANT FESTIVALS - Shiv Ratree , Dol Jatra , Durga Puja , Janmasthami , Dipawali , Sarawati Puja , Eid Ul Juha , Gurunanak Birthday .

• Recent days Ganesh Chathurthi celebration has been increased due to impact of culture of Western India .• Rath Yatra is also been celebrated across the town but not in a big way .• On the occasion of Makara Jatra a big fair is been held at Therma in Sambalpur .

CULTURALLY RICH TRADITIONSDances of Sambalpur

Few various tribal dances famous within the region

DALKHAI / RASARKELI - It’s a SAMBALPURI dace Young girls of Binjhals, Soura and Mirdha tribes performed this dance during Dussera , Bhaijuntia and other festive occasions. The young girls stand in a line or in a semicircular pattern with song known as Dalkhai songs.

KARMA - Karma is the most colourful dance of the district. It is a tribal dance in honour of “Karam Sani”, the deity who grants children , as they belive. In the beginning the dancers enter the dancing arena in two rows. The dramers and the singers accompany with rhythmic steps.

HOME & BAULI - These are two playful dances performed by young and un-married girls on special occasions who sing and dance in groups. The stepping and movements of the dance are very slow.

KOISABADI - This dance is prevalent among the Gond and the Bhuyan tribes. Male dancers take part, holding a two feet long stick. The songs are mainly based on the immortal love story of Radha and Krishana.

DALKHAI

KARMAHOME & BAUL I

Music of SambalpurDHOLE - It is an age old instrument of Indian Folk Music. The Dhole of Sambalpur is slightly different in its making and use. It is made of trunk of a tree. Both the side of the Dhole are of same size. Sambalpur dhole can be used for any type of Sambalpuri Folk Song.

MADAL - The Sambalpuri Madal is different from that of all other parts of India. The Madal is made out of fired clay and is like a cylinder. Madal is a drum which is used in slower rhythms. Most of the danceless songs are accomplished with the Madal.

NISHAN - Nishan is made out of iron sheets. The sound emitted by the Nishan is heart-throbbing. This is mostly used in worship of Kali or Durga and in the battle field.

TASHA - Tasha is played by two thin bamboo sticks. The sound of Tasha creates an atmosphere of horror, fear and excitement.

DHOLE

MADAL

NISHAN

TASHA

CULTURALLY RICH TRADITIONS

Khetrajpur ( W/S mandi , Resd Area ) - 1.5 to 2km

Modi Para( Old traditional Resd Area ) - 0.5 km

Jharwapara/Nand Para ( Old trad brahmins Resd Area ) – 2 km

Marwari Para ( Jewewllery shop/ marwari resd area ) – 2.5 km

Municipality Chowk ( Main market & Muslim Resd Area ) - 4 km

Police Line( Police colony area ) – 0.5 kms

Christan Para ( Chirstan Com Area ) – 0.5 - 1 km

Gujrati Colony ( Gujrati com area ) – 0.5 – 1 km

Immediate Catchment

5 kms 10 & above

Kalyan Nagar ( ori buss resd ) - 3-4 kms Hirakund - 15kms ( Colonies )

Sahayog Nagar( ori buss resd) - 3-4 kms Burla - 15kms ( university resd area )

Sakhi Para ( govt employee resd ) - 3 kms ( includes doctors colony , prof colony ,

students hostels etc .)

Chiplima - 15 kms(agricultural uni resd area)

Rengali - 25 kms( industrial resd area )

Extended Catchment

BURLA is an important extended catchment , 20 kms from Sambalpur town , consists of key educational hub. The district medical college is based here . All the professors and students resides in this area in hostels , quarters and few own residences .

This area has got major hospital and major digonistic centres of the district.

KEY EXTENDED CATCHMENT HIGHLIGHTS

HIRAKUD - Hirakud is other key extended catchment for Sambalpur . Hirakud is the industrial hub of Sambalpur town. It has important industries like Hirakud Hydroelectricity ,Hindalco , Rice Mills , Aluminium can factory etc . Population working in the concern industries reside in Hirakud and Sambalpur .

KEY EXTENDED CATCHMENT HIGHLIGHTS

CONSUMER BEHAVIOURAL PATTERN

• Housewives mainly wear Saree or Churidar . Males are more in formal dressing .

• Youth (Girls & Boys) prefer wearing semi casual , formal wear and ethnic wear .• Inspite of being a cosmopoliton population , the culture seems to be traditional the majority people behaviour is traditional.

TOWN BEHAVORIAL PATTERN

Food Habits

• Food habit is pretty balanced between the non-vegetarian and vegetarian habits.• Fish is a very important part of the diet.• Their food habit is actually the horizon between the South Indian food habit and the North Indian food habits.

Locally made dates and other delicacies

GRUHUSTI is localFood brand fromRourkella .

Some Specialties

LOCAL FOOD HABBITS

DURGA BHOG is One Of the local Atta brand .

JAGANNATH BHOG is one of the local Atta brand .

Regular Food habitsRICE EATING BEHAVIOUR –Rice is the main stable in this part of india . Usage of

rice is very high in there daily food habbits. FEW OTHER DISHES

• Mudhi (puffed rice) is an integral part of every household. Mudhi serves the purpose of an instant snacks.

• Kolatha Dali – This a popular dish of Sambalpur made

of horse gram , rice flour and vegetables.

• Alu Baigan Jhol - A preparation of potatoes and brinjal.

• Panas Tarkari - A preparation made of jackfruit.

NON VEGETARIAN EATING HABBIT : The Favorites - chicken and fish .Kukra Jhol - A non veg preparation made of

chicken.

Traditional Food Habit

SPECIAL FOODS

Peda - A sweet dish made of milk

• One of the most famous delicacies of is Kakara Peetha (made of sooji or finely grained wheat) especially with coconut filling. Its one of the major delicacy during the festival occasions.

• Kalakand, is a special sweetmeat of the locality.

•

LOCAL FOOD HABBITS

QUANTITATIVE

RESEARCH

Below 20yrs – 8 20 to 30yrs – 33

30 to 40yrs – 28

40 to 50yrs – 22

>50yrs – 9

Less than 1km – 12

1-5km – 86 Beyond 5km – 2

QUANTITATIVE RESEARCH – SAMPLE SIZE – 100 (WITHIN CATCHMENT AREA - 5km)

Distance from the Store (%)Age Bracket (yrs%)Gender Breakup

Female % – 17

Male% – 83

Business Class – 57

Service Class – 30

Students – 10

Professional Class – 3


Occupation (%)Major Festivals Celebrated Income Bracket (%)<10k – 6

10 to 20k – 40

20 to 50k – 36

50k to1lac – 4

>1lac – 14

Naukhai – 48

Durga Puja – 20

Diwali – 20

Id – 6

Pongal - 2

In income bracket the segment are not uniform. 20 to 50k is a large segment

Family Size (%)


What u do on Weekends(%) Community Break Up(%) (Top 5)Shopping – 54

Movies – 28

Parks – 4

Depends (Shopping or Movies) – 20

Oriya – 59

Marwadi – 16

Gujarati – 4

Bengali/Punjabi – 3 each

Muslim – 11

Up to 4 members – 58

Above 4 members – 42

Samaja Daily - 34

Sampad – 26

Dharitri – 22

TOI – 9

Navbharat – 4

Hindu – 2

Dainik Jagran / Ananda Bazaar Patri – 1 each


Newspaper PreferredNews Channel PreferredAaj Tak – 77

CNN-IBN – 7

Star News – 6

Headlines Today – 4

Times Now – 3

India TV – 2

NDTV – 1

Regional Channel ViewershipOTV – 54

RCC – 23

Tarang – 16

ETV – 5

Kanak TV – 2

Star Plus – 23

Sony Max – 22

Sony – 18

Zee TV – 12

9XM – 10

Colors & Star Gold – 6 each


Entertainment Channel Preferred Vehicle Owned

Two Wheelers – 75

Four Wheelers – 15

Both – 10

Refrigerator & TV – 34

Refrigerator, TV, Washing machine, Microwave & AC – 29

Microwave, Refrigerator, TV– 15

TV – 12

Washing Machine, Fridge, TV– 10

Electronics Owned


Grocery Expense per month

Rs.1000 to Rs.3000 – 42%

Rs.3000 to Rs.4000 – 25%

Rs.5000 to Rs.8000 – 28%

Rs.8000 to Rs.10000 – 5%

Purchase F&V ,Grocery from

Local Market – 72%

Main Market – 24%

Super Market – 4%

MARKET DYNAMICS

SAMBALPUR – LOCAL FOOD HABITS

Idli , Dosa , Vada , Samosa , Chat , Golgappe , Dahiwada , Aaloodum , Sweets , Namkeens , kulfee , lassi , sugarcane juice are

major fast food

SAMBALPUR – MUNICIPALITY MARKET

VEGETABLE MARKET NON-VEG

MARKETOld Veg & Non Veg market having more than 100 shops , open daily

7days a week .

GOAL BAZAAR is the main market place for the locals .You will get each and every Daily need items . There are more than 50 jewellery shops in this market.This market is overcrowded till 10.00 pm

SAMBALPUR – GOALBAZAAR MARKET

OTHER RETAIL PLAYERS PRESENT

List of Other Retail Players –• Bazaar Kolkata• Anand World• Harjit Planet• Levi’s

Important days for Fashion CategoryNaukhai - A festival when clothes are purchased .

• Koutons• Peter England• Planet Fashion• Turtle• Reliance Footprint

SMBALPUR – OTHER RETAIL PLAYERS PRESENT (FASHION)

(Munichalai)

Store is ___yrs oldTimings – 10.30 am to 9.30pmAround - 2000 sqftDistance from BB - 3 kms

BAZAAR KOLKATANavabathkana Street

6 storey building (B+G+4)

Major Attributes – Fashion OnlyApprox Monthly Sales – Rs …………LacsUSP / Speciality – Value Fashion Apparels



ANAND WORLD

V.S.S Marg

Major Attributes – Fashion & Personal Care OnlyApprox Monthly Sales – Rs ………….LacsUSP / Speciality – Lifestyle Fashion Apparels



HARJIT PLANET

V.S.S Marg

Major Attributes – Fashion & Personal CareApprox Monthly Sales – Rs ………. LacsUSP / Speciality – Lifestyle Fashion Apparels


Store is 2 yrs oldTimings – 10.30 am to 9.30pmAround - 3000 sqftDistance from BB – 4 kms

LEVI’S

V.S.S Marg

Major Attributes – branded fashionApprox Monthly Sales – Rs ….…….LacsUSP / Speciality – Jeans


Store is 6 yrs oldTimings – 10.30 am to 9.30pmAround - 4000 sqftDistance from BB – 3 kms

KOUTONS

Buda Raja

Major Attributes – fashion onlyApprox Monthly Sales – Rs ……… LacsUSP / Speciality – top-up discount store


Store is 8 yrs oldTimings – 10.30 am to 9.30pmAround - 3000 sqftDistance from BB – 4 km

PETER ENGLAND

V.S.S Marg

Major Attributes – branded fashionApprox Monthly Sales – Rs ………. LacsUSP / Speciality – peter england brand


Store is ---- yrs oldTimings – 10.30 am to 9.30pmAround _____sqftDistance from BB – km

PLANET FASHION

Buda Raja

Major Attributes – branded fashionApprox Monthly Sales – Rs …………. LacsUSP / Speciality – Rs …………Lacs


Store is 8 yrs oldTimings – 10.30 am to 9.30pmAround - 3000 sqftDistance from BB – 4 km

TURTLE

Major Attributes – branded fashionApprox Monthly Sales – Rs ………. LacsUSP / Speciality – Peter England Brand


Store is 1 month oldTimings – 10.30 am to 9.30pmAround ---------sqftDistance from BB – 4 km

RELIANCE FOOTPRINTSAinthapalli

Major Attributes – Range of FootwearApprox Monthly Sales – Rs ---------- LacsUSP / Speciality –

COMMUNICATION MEDIA USED

Outdoor Bannersc

Dhaba Branding

Promoters holding

Display PolesAuto Back

Banners

MARKETING RECOMMENDATIONS

CUSTOMER CONNECT THOUGHT• Being a culturally rich town we need to adapt and align our

events with Sambalpuri traditional dance/music/art , like Dalhai , Karma , Dhole , Nishan , Tasha , Madol etc .

• Being a religious town we have to align our activations with their local festivals like SHITAL SASTHI , NAUKHAI etc.

• Being one of the major industrial town of orissa we should try to connect with their employees , occassionally and try to create events around them .ie , special offers designed for Hindalco , Bhushan Steel , Mahanadi Coal Fields etc.

• Major PSU’s like Hindalco , Mahanadi Coal Fields etc should be approached with special offers and loyality programs like PAYBACK & T-24 .

SUGGESTED MARKETING TIPS

COMMUNICATION & BRANDING STRATEGY• All marketing communications should preferably be in 1>English ,

2>Oriya as the population is mix of cosmopoliton , local and tribal.• Being the key feeder town of Sambalpur distt , where people from

other towns come to shop , we should work on permanent branding and BTL activation at the key points like Ainthapally Chowk , Dhanupalli , Gol Bazaar , Station , Laksmi Talkies Chowk etc inside city.

• Auto being the major transportation mode inside the town , we need to explore autoback brandings in different campaigns which will help us to spread the campaign communication across the town .

• We need to explore out doors at key extended town at Burla , Hirakud , Chiplima , Jhasuguda , Bargarh which is the major extended town.



BTL ACTIVATION STRATEGY• Extended catchments like Burla , Hirakud , Chiplima , Jhasuguda ,

Bargarh should be focussed in BTL during major campaigns like M.B.B , SS5D , Mahabachat etc .

• Being a town where major hangout places like CCD ,Barista , Multiplexes are absent the Mall would be the key hangout destination after GOL BAZAAR MARKET , so we can try to create regular events at the mall to create exitement for the people visiting the mall .

• There are no major high footfall tourist spots which can be branded . ATL STRATEGY • Samaj is the preffred print media . Followed by Samwad & Dharitri .• In addittion to OTV , low cost communications can be given in local

cable channels Nageswar channel and Raj Cable ( RCC ) which can help us to increase the width of reach .


SOME CATEGORY INSIGHTS • Rice being the major staple , we should ensure , focus and highlight

the assortments of Rice at our stores , in a big way .• Local FMCG brands like Gruhasti , Jaggasnath , Durga etc could be kept

at the stores to bring in local flavours .• As there are limited value Fashion stores, other than the branded

stores , we have a good opportunity for casuals , formals and traditional ethnic.

• As there are less fast food option a snacks/sweets/bakery sis will definitely add value to our customers.

Thank You…

Suggestions Please…

Sambhalpur catchment Study

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