Retail Marketing Implementation ProjectThe retail store chosen to conduct this study is “UPBEAT – The fashion studio”. The reason why we chose this store for the study is the uniqueness of the products and services it offers, as well as the support and cooperation offered by the owners. Before looking at the marketing implementation of this store, it becomes essential to understand the 3 Cs and 4 Ps frameworks, which would give a better perspective by looking at the marketing implementation as a whole. The 3 C Analysis Customer Optimist's target segment is young people in the age group of 18 to 25, mostly men. The store targets students and young people from the upper middle class and the higher end of the socioeconomic classification. Almost all the college students in the city frequent the store for their clothing and other needs. There are also some low-end customers who are loyal to the store for the cheap t-shirts which cost around Rs.100. The typical Upbeat customer is one who is attentive to the latest in fashion and trends and is ready to spend money to stay fashionable with the hottest trends on the market, and the fact that Upbeat is constantly updated with the latest trends, brings them back to the store again and again. Upbeat's other clients are men who want to differentiate themselves from others and bring with them a "funky" image. These are the kind of people who opt for the tattoo and piercing services provided by the shop and hence, the demand for these services has steadily increased over the last couple of years. Company The store was opened 6 years ago in 1999. it is a partnership with two partners - Neil and Dhaval. Starting as a small roadside shop of 10*12 size, the shop now has an area of ​​over 2000 square feet. The store has a reputation among its clientele as the "best" place to find the latest in fashion, and this entire reputation is the result of viral marketing by Upbeat's customers. Competition According to the owners there is no competitor for Upbeat. Even when it opened way back in 1999, there was no competition for the store as there were no stores selling western clothing in the city.