Services Marketing

Group 3

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

Publi Compan Date Of c/ Name Of y Establishm Priva CEO Name ent te Landmark

December,1987 Private

Crossword

August 15, 1992

Private

Max

June, 2004

Private

W Store

September, 2002

Private

Lifestyle

Shoppers' Stop

December, 1999

October 27, 1991

Private

Private

Mr. Himanshu Chakrawarti Mr. Sriram Mr. Vasanth Kumar Mr. Vijay Mishra

Line Of Business

Web Address

Books, Music, Toys, Stationary

www.landmar konthenet.co m

Books, Music, Toys, Stationary Apparel

www.crosswor dbookstores.c om www.cplmg.co m www.wforwom an.com

Apparel

Mr. Mickey Jagtiani

Apparel, Accessories, Cosmetics, Fragrances Footwear, Furnishing

www.lifestyles tores.com

Mr Govind Shrikhande

Apparel, Accessories, Cosmetics, Fragrances Footwear, Furnishing

www.shopper stop.com

Factors influencing us to choose these Companies... Brand Name  Wanted to learn more about these brands  Approval From Faculty and appointment from S Store Managers 

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

Factors which we tried to cover in our Survey •Architectural Style

•Lift / Escalators

•Parking and Accessibility

•Use of Technology

•Congestion

•Display of point of purchase

•Visibility

•Posters

•Lighting effect

•Scents and Odors

•Sound effect

•Wall décor

•Temperature

•Attitude and Behaviour of staff

•Cleanliness

•Dress of employees

•Walking Space &

•Crowd

variety of Goods and Price

•Surroundings

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

• TBEM Audit

• Outsource the MR function

•Fellowship Programme

• Book Reward Programme

• Social Networking ,Viral , sponsorship

• Emphasize on Viral, Personal Marketing

• Segment

• Social Economic Class A

• Landmark Books, Movies, Music • Crossword Best-sellers, Bestsellers Crossword Recommends, Books

Responses From Managers • Innovative Marketing • Visual Merchandising- High Impulse, Low Impulse - Adjacencies • Owns the entire supply chain • Pre-training done by old employees • Challenge –To Keep, Retain & Train the Employees - To Handle Consumer Demand, customer reaction - Personal Interaction

•Crossword Author Focus •Visual Merchandising- High Impulse, Low Impulse - Adjacencies • Efficient Supply Chain • Pre-training – Latest updates and on trends • Challenge –To Keep, Retain & Train the Employees - To Handle Consumer Demand - Personal Interaction

• 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

• Caters to upper-middle class segment

• Shrewd inventory management system

• Advertising - Word of mouth , Fashion Show New launch- FM, TOI(across India ), Hindu (Chennai )

• Advertising – uses Lifestyle •Home delivery, flexible alterations and retail hosts

• Sales-every store has a target, every regional manager, store manager and employee No special policy for retention of

Responses From Managers

• Uses direct Mailers and company • Every store has the same databases to reach potential interior and color customers directly • CRM- customer calling, SMS, •Careful Planning of ceiling heights Invitation card and color of walls • Petite, s, grand, Very grand

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

 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 of the “Intercontinental Group of Departmental Stores”

Responses From Managers

• Prime class loyalty programme • Outsource the research • Pricing standards are different for private label brands • Employee Training – Less Empowerment • Order processing system. • Standard ambience policy

 Shopper's Stop is a household name, known for its superior quality products  Known for providing a complete shopping experience  Superior quality products and services  Positions itself as Fashion & Lifestyle store for the family  Provide shoppers a truly international shopping destination

Responses From Managers • Message should not be loud – Simple Advertising Strategy • Challenge in retaining and getting new customers.

"First Citizen“ Loyalty programme • Exclusive Cash Counters • • • •

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

 Shoppers Stop Gift

• Customers always right policy

Vouchers

• New strategy – Carrying bag

• • • • • •

 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-departments  skilled and knowledgeable staff

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-

Recommendations •Neighborhood Retailer - convenience, credit and personalized service •Sustainable and credible service for customer trust •Strict quality regulations •Conversion of footfalls into sales •Maintain and clearly communicate the competitive strengths

Acknowledgement We as a team, would now like to thank Prof. Sudershan Seshanna for giving us an opportunity to interact with the industry Personnel and hence gain knowledge and experience that else couldn’t have been found in textbooks. We would also like to thank Mr. Selva, Marketing manager of Lifestyle International Pvt. Ltd., Mr. Dinesh, Est. store manager of Landmark Ltd, Mr. Chandra Shekhar, Regional Manager of W Store, Mr. Junaid,Store Manager of Crossword Store, Mr. Santosh,Store Manager of Shoppers' Stop, and Mr. Rajkumar,Store Manager of Max Retail for their assistance and helping us to make this project a successful one.

THANK YOU