Group 3

Group 3

Organised Retail Sector Services Marketing Presented By: Adithya Raj Gaurav Kumar Nishant Choubisa Surbhi Agarwal Urpreet Kaur Soni Vipul Gupta

OBJECTIVES

• To understand the Servicescape of retail outlets • To recognize the positive/negative impact of Servicescape on customers’ perceptions • Effect of Visual Merchandising (color, lighting, shapes, sound, ambience) • Understand the use of servicescape (a) in its positioning strategy, (b) To appeal to its target segment (s) , (c) To facilitate service delivery?

Research Methodology • Direct Interview • Questionnaire

1. Landmark Limited   2. December , 1987   3. Private   4. 8 cities with 10 stores Ahmedabad, Bangalore, Chennai, Mumbai, Lucknow, Pune, Vadodara 5. CEO: Mr. Himanshu Chakrawarti   6. Books, Music, Stationery, Magazines, Gifts, Home store, Toys 7.  http://www.landmarkonthenet.com/

1. Crossword Bookstore   2. August 15, 1992   3. Private   4. 12 cities with 51 stores Ahmedabad, Bangalore, Chennai, Hyderabad, Jaipur, Kolkata,Mumbai, Nagpur, Delhi, Pune, Vadodara, Vishakapatnam   5. CEO: Mr.Sriram   6. Books, Magazines, Music, Movies, CD-Roms, Toys, Stationery 7.  

http://www.crosswordbookstores.com/

Why Landmark?

Why Crossword?

• India’s first large format book • India’s biggest book retailer retailer •Consumers are treated to •Everything at Landmark is unique shopping focused at customer experience in a shop that is trendy and hip satisfaction maximization • Product lines that cater to the • Crossword's offers a wide range of products, and creates needs of all age groups an ambience that would get the customer to spend more time, and money, at the store.

Responses From Managers

•

• - Dial a Book - SMS a Book -Email a Book

- Dial a Book - Fax a Book -Email a Book • Outsource the MR function

• TBEM Audit •Fellowship Programme • Social Networking ,Viral , sponsorship • Segment • Landmark Books, Movies, Music Bestsellers

• Book Reward Programme • Emphasize on Viral, Personal Marketing • Social Economic Class A • Crossword Best-sellers, Crossword Recommends, Books of the Month

Responses From Managers

• Innovative Marketing • Visual Merchandising- High Impulse, Low Impulse - Adjacencies

•Crossword Author Focus •Visual Merchandising- High Impulse, Low Impulse - Adjacencies

• Owns the entire supply chain

• Efficient Supply Chain

• Pre-training done by old employees

• Pre-training – Latest updates and on trends

• Challenge –To Keep, Retain & Train the Employees - To Handle Consumer Demand, customer reaction - Personal Interaction

• Challenge –To Keep, Retain & Train the Employees - To Handle Consumer Demand - Personal Interaction

     

1. Max Retail 2. June 2004 3. Private

4. Indore and Ahmedabad and Bangalore - looking to set up 100 new stores in next 5 years  

5. CEO: Mr. Vasanth Kumar 6. Apparel Retailing

7.

1. W Store   2. September 2002 3. Private   4. 30 Brand stores and a total of 110 touch points across 22 cities   5. CEO: Mr. Vijay Mishra   6. Apparel Retailing 7.  http://www.wforwoman.com/

http://www.cplmg.com/our-brands/landmark-retail/max/24/21/1/index.html

Why ‘Max’?

Why ‘W’ ?

• Relatively new company

• Growing apparel industry

• Difference in marketing and in store promotional practices compared to competitors

• Branded retail out only for women(80% of the industry is oriented towards men), unique concept

• Ease of accessibility to the management in order to gather reliable information

• Defining fashion with constant experiment

Responses From Managers

• Fashion under 599

• Women’s wear (casual, formal, western) and accessories

•Completely outsources marketing research to Pan India.

• Separate research dept

•caters to the middle class segment • Shrewd inventory management system • Advertising – uses Lifestyle • Home delivery, flexible alterations and retail hosts

• Caters to upper-middle class segment • Advertising - Word of mouth , Fashion Show New launch- FM, TOI(across India ), Hindu (Chennai ) • Sales-every store has a target, every regional manager, store manager and employee No special policy for retention

Responses From Managers

• Uses direct Mailers and company databases to reach potential customers directly •Careful Planning of ceiling heights and color of walls

• Every store has the same interior and color • CRM- customer calling, SMS, Invitation card • Petite, s, grand, Very grand

     

1. Lifestyle International (P) Ltd 2. December , 1999 3. Private

4. 14 stores Ahmedabad, Bangalore, Chennai, Hyderabad, Jaipur, Mumbai, Pune, New Delhi, Noida and Gurgaon.  

5. CEO: Mr. Mickey Jagtiani

6. lifestyle accessories , shoe mart lifestyle, home centre lifestyle , babyshop lifestyle , apparel ( men’s and women’s wear) 7.  www.lifestylestores.com

1. Shopper’ Stop limited   2.  October 27, 1991 by the K. Raheja Corp. group of companies. 

3. Private   4. 11 cities with 22 stores Mumbai, Bangalore, Hyderabad, Jaipur, Delhi, Chennai, Pune, Gurgaon, Kolkata, Ghaziabad, Lucknow.

  5. Chairman: Mr. Chandru L. Raheja  CEO: Mr. Govind Shrikhande   6. Men Apperals and Accessories, Women Apperals and Accessories, Toys, Mothercare, Home

Why Lifestyle ? • Positioned as a trendy, youthful and vibrant brand • Offers customers a wide variety of merchandise • Provide exceptional value for money

Why Shoppers Stop ?  VISION -" To be a global retailer in India and maintain its No. 1 position in the Indian market in the Department Store category."



Shopper's Stop has become the highest benchmark for the Indian retail industry  Only Indian member

Responses From Managers

• Prime class loyalty programme

 Shopper's Stop is a

• Outsource the research

household name, known for its superior quality products

• Pricing standards are different for private label brands

 Known for providing a complete shopping experience

• Employee Training – Less Empowerment

 Superior quality products and services

• Order processing system.

 Positions itself as Fashion & Lifestyle store for the family

• Standard ambience policy

 Provide shoppers a

Responses From Managers

 "First Citizen“ Loyalty • Message should not be loud programme – Simple Advertising Strategy • Exclusive Cash Counters • Challenge in retaining and getting new customers. • Customers always right policy • New strategy – Carrying bag

• Out-store Offers • Reserved Parking • Associate Card • Program Partners Reward Points



Shoppers Stop Gift Vouchers

 • • • • • •

Shop with confidence

Secure Shopping Customer Care Shipping Policy Privacy Policy Return Policy Size Charts

Responses From Managers  Impact of Servicescape on customers’ perception As an effect creating medium As an message creating medium As an attention creating medium

3 main characteristics in servicescape, influencing customers’ experiences are: • Pleasatness (Color, Lighting, sound, ambience) • Convenience • Safety

 Servicescape is beneficial in Creating Corporate identity and positioning:  Similar Ambience    

Huge Parking Area Pleasant interiors Air conditioned Departments and sub-

LEARNING •

The study has given us an insight on how a service industry operates

•

Innovation in the service industry has formed the key for survival

•

Retailers have immense knowledge about consumer choice and how it will affect their revenues in the long run

•

Retailers have their own way of retaining customers by making sure that they approach every customer on an individual basis on special occasions

•

Advertisement is in such a way that it is cost- effective also along with pulling premium customers into their showrooms

Acknowledgements 5. Manager name :- Mr. Santosh 1. Manager name :- Mr. Selva Designation :- Store Manager Designation :- Marketing manager Shoppers Stop Lifestyle International Pvt. Ltd., Oasis Centre 6. Manager name :- Mr. Rajkumar 2. Manager name :- Mr. Dinesh Designation :- Store Manager Max Retail Designation :- Est. store manager Landmark Ltd 3. Manager name :- Mr. Chandra Shekhar Designation :- Regional Manager W Store 4. Manager name :- Mr. Junaid Designation :- Store Manager Crossword Store

Acknowledgements We as a team, would now like to thank Mr. Sudershan Seshanna for giving us this knowledge opportunity to interact with the industry and hence gain and experience that else couldn’t have been found in textbooks.

THANK YOU