retailing assignment

RETAILING

BYGEORGE K THOMAS-

0920111JOAN VARGHESE-0920238

DEEPAK JOY-0920205

INTRODUCTION

• Retail consists of the sale of goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in

small or individual lots for direct consumption by the purchaser

SHOPPING MALL

• A shopping mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area – a modern, indoor version of the traditional marketplace.

COMPONENTS OF A SHOPPING MALL

• Food court

• Department stores

• Stand-alone stores E.g. Forum Mall

Forum• Owned by: Prestige Group

• Location: The Forum is located in a part of Bangalore with a large concentration of large multinational corporations such as: Robert Bosch, DELL, Oracle Corporation, Accenture Services Pvt Ltd and Hewlett Packard present in the vicinity. Also there are many educational institutions and also is a rich residential area.

• Features:

350,000 Sq.ft. of people spread 300,000 Sq.ft. of parking Dual Entrance Shoppertainment - Ground + 4 Floors Parking: Basement, Surface + multi-level parking Facilities Management System Floor to ceiling height of 3.9 mEfficient freight handling

Each parking level has direct access to respective floors. Premium Finishes Centrally Air-conditioned 100% generator backup Wide walk ways Valet parking Flat slab construction Information Kiosks Tele-connectivity Managed indoor air quality

•Visitor comfort zones on each floor •State of the art vertical transportation •Uniform visibility •Staff comfort zones •Over 800 car parks •Intelligent Parking SystemSpecific parking for autos and tour buses Piped music Round the clock security

Tenants• Food- KFC, Transit, Pizza Hut, McDonald’s.CCD

• Entertainment- Multiplex, PVR, with 11 screens showing the latest movies - with stadium seating, wall-to-wall screens and mind blowing sound; Pub- Firangi Paani, Play area

• Clothing: UCB, Levi’s, Pepe Jeans, Provogue, Mustard, Lee, Wrangler, Westside

• Sportswear: Nike, Reebok, Adidas

• Footwear: Mochi, Metro

• Gifting: Archies

• Bookstore: Landmark

• Jewellery: Swarovski, Carbon

• Grooming: Affinity Salon

• Electronics: Bose, Imagine

• Luggage: Witco

• Grocery: More

• Cosmetics: Health & Glow, The Body Shop, Lush

KIRANA STORES/ UNORGANISED RETAILING

• The store chosen for this segment was a small Kirana shop in Kumbalgodu - very small size, single room, single storeyed .The visit threw light to the following facts-

• Narrow variety

• Narrow assortments

• Congested shelf design

• A wider range of local brands than national brands

• Very little product information to the customer

• Very high repeated customers. The shopkeeper makes a relationship with his local customers, thereby turn them into a loyal customer.

• High personal service orientation

• Stand alone location in a rented building

• Stock is replenished every week. It happens mostly on Saturdays.

• Stock check every weekend, when the stock is replenished.

SPECIALTY RETAIL OUTLET

• Specialty store formats allow retailers to refine their strategies and tailor the merchandise to specific target markets. A specialty store is not only a type of store but also a method of retail operations – namely, specializing in a given type of merchandise.

• A typical specialty store carries a deeper but narrower assortment of specialty merchandise than does a department store. Generally, specialty stores’ knowledgeable sales clerks offer more attractive customer service.

Levi’s Denizen store• Owned by: PCH Lifestyle

• Location: Gopalan Arcade. This location was chosen as it is a mall located in an upcoming residential area and an educational hub in Bangalore.

• Ownership: Franchise; profit sharing-30:70

• In-store promotions: All promotions done by parent company and is standard across all Levi’s stores.

• Rent: Rs 50 X 710 Sq.ft plus Common Area Maintenance

• Variety: Tees for men and women, Jeans for men and women, Caps, Belts, Bags etc.

• Average walk-ins: 407 walk-ins for the month of October; 30-40 during weekends, 7-12 during weekdays.

• Store layout: Standard for all Levi’s stores. Pictures of the store are taken on a weekly basis and sent to the Visual Merchandising manager to get approval.

• Competitor: Brand Factory

Promotion

• In store promotion

• Road show

• Danglers

• Offers based on seasons

Communication Mix

• Print• Radio• SMS & Email

CATEGORY SPECIALIST

• Illustration: Pai International Electronics Ltd.

• Location: Gopalan Arcade

• Description: Consumer electronics stores with 19 stores in and around Bangalore:

• Size: 9500 sq. ft

• Rent: Around Rs 10 lakhs per month

• In-store promotions: Centralized promotions common to all outlets. Price discounts, festive offers etc.

• Walk-ins: 8-12% of total mall traffic(9000-10000 during weekends)

• Variety: 40 brands across all categories of products. The categories are as follows: C.E( Color Electronics) Category: T.Vs H.A( High Appliances) Category: Refrigerators, Microwave ovens etc S.A( Small Appliances) Category: Mixer grinders, blenders, toasters etc Digital Category: Cameras, iPods, phones I.T Category: PCs, Laptops

• Distribution Pattern: Manufacturer supplies goods to common assembling point at Noida from where it is to distributed to regional centers at Delhi, Maharashtra, Kerala and Karnataka. From here, the goods are taken to the various company outlets.

• Store Layout: Standard for all stores

THANK YOU