Retailing Final

• Group 7

• Stores Visited

• • • • • •

• Big bazaar Koramangla • Total-Madivala • Spencer’s HyperKoramangla • Levi’s EBO-Forum mall.

Bevin-210 Chirandeep-211 Dilip-214 Roy-236 Eapen-314 Prashanth-329

Owned by future group, it has 120 outlets across the country.

Big bazaar -Koramangla Hyper Market • • • • • • •

% of sales from food Size of the koramangla store SKU’s Variety Assortment Check out lines Price

•

Store has 3 floors-Store layout

: 50+% : 40,000+ sq feet : 50,000 units : Average : Deep : 10 : Low

Retail strategy • • • •

•

Ownership: Corporate chains-Future group Retail Mix Location strategy: Standalone Customer Service: Limited Promotion: Yearly savings bazaar during January, Monthly savings bazaar, Wednesday savings bazaar. Communication through TV, Newspaper inserts (Association with ToI), Palm lets, Banners and Hoardings, In store announcements. Pricing: Low margin-high volume, Price bundling, Loss leaders.

Retail strategy contd… • HR: There are three types of requirements of staff for big bazaar:  Managerial candidates  Labour candidates  Sales executives Attrition & Integrity issues. • Budget: The main expenses that big bazaar faces are:  Electricity  Human capital  Marketing  Transportation  Rent

Retail strategy contd… • Multi Channel: Only store formats • Merchandising:  Decisions made by respective stores on the basis of the kind of goods that are sold most.  The stores are connected to a central warehouse from where as per the order the requirement is met.  Certain purchases are made centrally while others are made locally.

Owned by Jubilant Group; it has 4 hyper markets in India (All in Bangalore)

Total -Madivala Hyper Market • • • • • • •

% of sales from food Size of the koramangla store SKU’s Variety Assortment Check out lines Price

•

The hyper market is in the 2nd floor of the mallStore layout

: ~30% : 70,000 sq feet : 60,000 units : Average : Average : 11 : Low

Retail strategy • Ownership: Corporate chains-Jubilant Group Retail Mix • Location strategy: Part of a Mall • Customer Service: Limited • Promotion: Special days and Occasions, Gift cards and vouchers. Communication through Newspaper inserts, Palm lets, Banners and Hoardings, In store announcements. • Pricing: Low margin-high volume, Below MRP, Price bundling,

Retail strategy contd… • HR:  One In store manager, 50 sales personal, Apart from them they have other employees.  Theft, absenteeism and social loafing issues. • Multi Channel: Store formats, Catalogues (Home delivery)

Retail strategy contd… • Merchandising:  Centralized purchasing, but modifications are done to meet various store needs.  Tender is sent to Domlur head office and they have to approve it. • Major categories  Staples, Processed Food, Beverages, Liquor, Fruits & Vegetables, Dairy & Frozen, Non Vegetarian, Consumer durables, Bakers Factory, Apparel, Foot wear, Jewellery.

Spencer’s Hyper Owned by RPG; it has 250 stores (50 Hyper markets) across 50 cities in India.

Spencer's Retail - Koramangla 80 feet road Hyper Market • • • • • • •

% of sales from food Size of the Koramangla store SKU’s Variety Assortment Check out lines Price

•

Store has 2 floors

: >40% : 15,000 sq feet : 20,000 units : Average : Above average :3 : Low

Liquor

Other FMCGs

Vegetable s

Cereals

Pulsess

Froz en food s

Check Outs Non-Vegc

Franchise d

Retail strategy • Ownership: Corporate chains Retail Mix • Location strategy: Separate on Mainstreet • Customer Service: Limited • Promotion: BOGOF, Festive promotions, Special days, decorations. Newspaper inserts, Palm lets, Banners. • Pricing: Below MRP, Product bundling pricing.

Retail strategy contd… •  

• •    

HR: Area manager for Koramangla, 40 staff and 12 supervisors. Holidays on rotation basis on weekdays only. Multi Channel: Only store formats Merchandising: Around 20,000 Items , Food-An assortment of fruits and vegetables, food and frozen foods. baked, chilled and frozen foods Fashion-Basic apparels , baby care Home and entertainment-Fast Moving Consumer Goods, staples personal and home care products and electronics and electrical

It has 237 EBOs in India

Levi’s exclusive store-Forum Mall  

• • • • • •

As a specialty stores it carries a narrow product mix with depth of assortment within the line. The emphasis is on a limited number of complimentary products and high level of customer service Size of the store SKU’s Variety Assortment Check out lines Price

: 600 sq feet : 1,000 units : Narrow : Deep :1 : 15-20% Premium

Trials

*

Denim Towers

Denim Towers

* Standalone Hangers

Wall Hangers

Standalone Hangers

Central Wall

Wall Hangers

Table

* Check out

* Window display * * - Mannequins

* Window display *

Retail strategy • Ownership: Franchisee-Prakruti Apparel Retail Mix • Location strategy: Mall store • Customer Service: High • Promotion: EMI, Discounts, Ensemble offers. Communication through TV (Only during launch), Newspaper inserts, Hoardings. • Pricing: Premium.

Retail strategy contd… • HR:  Central recruitment.  Training for New recruits, Refresher courses (Twice a year) like 4F Module and Ensemble modules.  Incentives on achieving and crossing targets  Scheduling of holidays  Dress code  No. of sales people depends on footfall (Not on store square feet) • Store Atmospherics:  Lighting, Music, Standard VM (Layering of Mannequins, Theme etc…)

Retail strategy contd… • Multi Channel: In India no e-tailing, Sold through MBOs and EBOs. • Merchandising:  Decisions made by respective stores on the basis of the kind of Fs that are sold most.  Usually maintain 50% of SKU of Top sellers.  Men's Apparel contribute towards 60-70% of SKUs.  Accessories contribute towards 10-20% of SKUs.  Inter store transfers, DCs.  Core and seasonal Merchandise.

• KPIs  Footfall  Conversion rate  Gross sales  Units per transaction  Avg. transaction value  Bottoms: Tops ratio  Accessories sales as %age  Customer service

• Typical day  11:00 AM-Cleaning, Sorting and filling the shelves,

Briefing.  Briefing-Exercises, Top sellers, Targets.  9:30 PM-Closing, Briefing.

Sincere thanks to….. • Mr. Jeffery Mathews, Manager • Big bazaar – Koramangla • Mr. Arun, • Total-Madivala • Mr. Murali, Store Manager, • Spencer’s Hyper-Koramangla • Mr. Syed, Store Manager, • Levi’s EBO-Forum mall.

…..For all their inputs and support

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