Marketing91

  • HOME
  • Marketing Concepts
    • Marketing
      • Retail Tutorials
      • Market Research
      • Customer Management
    • Strategy
    • Management
    • Advertising
    • Branding
    • Business
    • Finance
    • Sales
    • Career Guidance
  • Digital Concepts
    • Blogging
    • Search Engine Optimization
    • Social Media Marketing
    • Facebook Marketing
    • Internet Marketing
    • Ecommerce
  • Brands
    • Marketing Mix of Brands
    • SWOT analysis of Brands
    • Brands Strategy Analysis
    • Business Models
    • Brand Competitors
    • TOP 10
  • Courses
Home » Strategies » Marketing Strategy of Crossword – Crossword Marketing Strategy

Marketing Strategy of Crossword – Crossword Marketing Strategy

January 24, 2019 By Hitesh Bhasin Tagged With: Strategies

The wholly owned subsidiary of Shoppers stops services Ltd. was established in the year 1992 and since its inception, it is retailing books and other allied items through departmental stores operated through company owned outlets or franchisees.

It has received numerous awards and accolades and in 1998 it launched Crossword Book award to recognise & reward best Indian writers.

Table of Contents

  • Segmentation, targeting, positioning in the Marketing strategy of Crossword-
  • Competitive advantage in the Marketing strategy of Crossword-
  • BCG Matrix in the Marketing strategy of Crossword –
  • Distribution strategy in the Marketing strategy of Crossword –
  • Brand equity in the Marketing strategy of Crossword-
  • Competitive analysis in the Marketing strategy of Crossword-
  • Market analysis in the Marketing strategy of Crossword-
  • Customer analysis in the Marketing strategy of Crossword –

Segmentation, targeting, positioning in the Marketing strategy of Crossword-

Crossword uses a mix of demographic segmentation strategies to make the different types of its offerings available in the market as per the choice and requirement of the customers.

A mix of differentiated and mass targeting strategies is used by Crossword to satisfy the needs and wants of varied customer groups.

Crossword position itself as a platform where an ardent reader, writer and literature enthusiasts can have access to large books and novels of distant writers at one place. It uses value based positioning strategy.

Marketing mix – Here is the Marketing mix of Crossword.

Mission- “Not Available”

Vision- “A place and space for people who seek information, knowledge or just the pleasure of reading”

Tagline-“Not Available”

Marketing Strategy of Crossword 1

Competitive advantage in the Marketing strategy of Crossword-

Strong Parent company:  Crossword is part of the Shoppers stop group which is already operating with chains such as Hypercity, Timezone, Nuance Group. Crossword operating as a subsidiary has generated revenue of Rs. 109 Crores in FY 2016-17.

Visibility of the brand:  Crossword has its outlets in very limited cities which not only helped it in optimising ROI but also enable them in controlling its operational cost. It has stores in the cities which are the targeted markets or where it can get potential customers for its offerings.

BCG Matrix in the Marketing strategy of Crossword –

BCG matrix helps the company to understand where they stand when they are compared within the industry.

Crossword operates in business segments such as Books & novels, Toys, School & office accessories. Since the company operate with the traditional marketing model and due to the popularization of the e-commerce sites the business segments in which it operates are Dogs in the BCG matrix (Crossword posted a net loss of Rs. 4.22 Crores in FY 2016-17).

Distribution strategy in the Marketing strategy of Crossword –

Crossword makes its offerings available to the customers through a variety of channels such as 88 franchised stores in the selected cities like metros and state capitals, its online website and company owned outlets. It offers interrelated products and services following the meta-market strategy of making available interrelated products under one roof for different age groups.

Brand equity in the Marketing strategy of Crossword-

Since Crossword is following the traditional form of marketing; its stores are mainly in top cities of the country which is helping the company in creating high visibility and at the same time optimising its resource usage.

It has won various awards and recognitions like most admired retailer by the business world, Reid & Taylor Award for Best Retailer etc.

Competitive analysis in the Marketing strategy of Crossword-

The companies operating in highly unorganised and loosely regulated competitive books & related stationeries market which is facing competition within the industry. It faces bottlenecks such as low entry barriers, high obsolete probability, the high promotional cost to reduce switching of customers and customers finding it convenient to use digital platforms like e-commerce sites. Amazon kindle, ebooks and purchase stationeries from e-commerce sites.

Marketing Strategy of Crossword 2

Market analysis in the Marketing strategy of Crossword-

The market in which Crossword operate is competitive and the counterfeit range of products, as well as technological development as well as adverts of digital platforms/ technology like mobile/tablet/ phablet and competition from local and national players and changing the lifestyle of people, are affecting the performance of the company.

Customer analysis in the Marketing strategy of Crossword –

Customers of Crossword ranges from children, adults and old age people who have interests in books, novels Movies, Music, related toys, magazines etc. Crossword addresses the needs of varied groups of readers, enthusiasts in the social income of a group of the lower middle ad above.

Share this post:

Share on Facebook Share on Twitter Share on LinkedIn Share on Email Share on WhatsApp
Digiaide Marketing and Digital Marketing Courses

Related posts:

  1. Marketing Strategy of Apple Inc – Apple Marketing Strategy
  2. Marketing strategy of Coca cola – Coca cola marketing strategy
  3. Marketing strategy of Amazon – Amazon marketing strategy
  4. Marketing strategy of Cadbury – Cadbury marketing strategy
  5. Marketing strategy of BMW – BMW marketing strategy
  6. Marketing Strategy of Axe – Axe Marketing Strategy
  7. Marketing strategy of Aquaguard – Aquaguard marketing strategy
  8. Marketing Strategy of Bajaj Auto Ltd. – Bajaj Auto Ltd. Marketing Strategy
  9. Marketing strategy of Colgate – Colgate marketing strategy
  10. Marketing Strategy of Bisleri – Bisleri Marketing Strategy

What Do You Want To Learn About? (Start Here)

  1. Marketing Hub
  2. Management Hub
  3. Marketing Strategy
  4. Advertising Hub
  5. Branding Hub
  6. Market Research
  7. Small Business Marketing
  8. Sales and Selling
  9. Marketing Careers
  10. Customer Management
  11. Top 10 Lists
  1. Internet Marketing
  2. Blogging
  3. Search Engine optimization
  4. E-commerce
  5. Facebook Marketing
  6. Social Media Marketing
  7. Business Model of Brands
  8. Marketing Mix of Brands
  9. Brand Competitors
  10. Strategy of Brands
  11. SWOT of Brands
GET DAILY MARKETING UPDATES

About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because I wanted my readers to stay ahead in this hectic business world.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Books of Accounts – Definition, Formats and Types
  • Capital Reserves – Definition, Example and Exceptions
  • Book Value Formula – Definition and Calculation
  • Cash-and-Carry Wholesaler – Definition and Features
  • Cash Accounting – Definition, Example, Pros and Cons
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Advertise
  • Contact us
  • Sitemap
  • ISO 9001:2015 Certified

LEARNING SERIES

  • What is Communications
  • Types of Communication

WE WRITE ON

  • Marketing
  • Small Business
  • Management
  • Internet Marketing
[email protected]

Copyright © 2022 Marketing91 All Rights Reserved