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Spencer's Retail Limited: Repositioning in a Changing Retail Environment
Tridib Mazumdar; Mohua BanerjeeCase IVEY-9B14A001-EMarketing, StrategyTo target the expanding segment of upwardly mobile and upper-income Indians, a pre-eminent organized retailer in India decided to introduce Western-style hyperstores with high-end merchandising. The initial reactions of shoppers were positive, but soon the novelty wore off and store traffic declined. To counter the negative consumer responses, the retailer undertook a year-long test of a new repositioning strategy in its signature hyperstore in a...Starting at €8.20