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RETAIL VISIBILITY
Important essence of building a brand
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INTRODUCTION TO COMPANY
TRUST MARKETING: Trust Marketing has been working in distribution line for more than 20years.
In 1993, they were into selling of Electronic typewriters. In 1997, they use to sell network known as Rainbow. 2001 company was the distributor for Hutch Sim cards which was later been taken over by Vodafone. By 2005, Trust Marketing was selling Reliance Sim cards. Simultaneously Company entered into Mobile Industry. They entered working for Sony Ericsson for Six Years and then two years for Rage Mobiles. 2013 was the year when company became National Distributor for Gionee mobiles.
Trust Marketing established the goodwill and trust over these years because of the Ethical practices performed by them all over.
TARGET SEGMENT: Main focus of the company has been to work for Middle class Segment.
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INTRODUCTION TO PRODUCT OF A COMPANY
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BRIEF ABOUT PRODUCT
Gionee Communication Equipment Co. Ltd. was founded in September 2002 by Liu Li Rong. It is a high-tech enterprise that focuses on R&D, production and sale of cellular mobile devices. In 2005, Gionee obtained the GSM and CDMA mobile phone production license. Gionee’s headquarter currently employs over 1500 people. R&D Centres are set up in Shenzhen, Shanghai, Hangzhou among several other places. The production capacity currently stands at 40 million units per year. Once the entire industrial park is completed and put into production, production capacity will reach 80 million units per year, making Gionee Industrial Park the largest mobile phone production site in China.
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DEFINITION
The high visual impact at the Point of Sale” is an expressive one-liner about Retail Visibility (RV).
Sales is a dependent factor and retail visibility becomes a mediator in lifting up the sales.
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RETAIL BUSINESS PROCESS MODEL
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ANALYSIS PART I- PORTER’S ANALYSIS
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Threat of New Entrants
Bargaining Power of Suppliers Bargaining Power of Buyers
Threat of Substitute
•Industry growth•Industry concentration•New & Lost cost technology
Medium
Medium
• High Capital Fixed Cost• Scarce technical Skills set• Regulatory approval and licensing• High Operating Cost• Switching Costs• Brand identity• Govt. Policy• Retaliation
Low
Rising
• Cheaper alternatives• Efficient backbone
technologies• Take-home service• Aggressive approach of
substitute
• Buyers switching cost (high) • Quality service • Buyer Volume• Buyer Information
• Limited distributors
• Compete among themselves
to get better scheme
• Threat of forward
integration relative to threat threat of backward integration by firms in the industry
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ANALYSIS PART II- SWOT ANALYSIS
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S W O T
OUR COMPANY
NO. 1 COMPETITIOR
STRENGTHS1. Latest technology2. Quality3. Upgradeable
STRENGTHS1. Brand Image2. Hardware integration3. Innovation and Design
WEAKNESSES1. Image among social animals that Gionee is Chinese phone
WEAKNESSES1. Hangs frequently2. Lacks its own OS and software
OPPORTUNITIES1. Good network of retailers2. Quality products launched in affordable price range
OPPORTUNITIES1. Growing demand for quality application processor
THREATS1. Price wars with other players
THREATS1. Saturated smart phone market in developed company
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ANALYSIS PART III- COMPETITIVE ANALYSIS
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MODEL NO. Elife E7 Galaxy A5 5c Desire 820S One Plus One
PRICE 20,999 21,700 21,231 20,699 21,998
INTERNAL STORAGE
16gb 16gb 8GB 16GB 64GB
2G/3G/4G 4G 4G 3G 3G 4G
CAMERA (Front, Back)
(16,8)mp (13,5)mp (8,1.2)mp (13,5)mp (13,5)mp
BATTERY LIFE 2500mah 2300mah 1507mah 2600mah 3100mah
PROCESSOR 2.2GHz Q.C. 1.2GHz Q.C. A6 1.7GHz O.C. 2.5 GHz Q.C.
RAM 2GB 2GB 1GB 2GB 3GB
Brand Name
Gionee Samsung Apple HTC OnePlus
PRICE IS THE FIXED FACTOR HERE
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OBJECTIVE
There are 4 Objectives for retail visibility: AIDA
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A-Attention
Enhancing Creative Side of RV- There are different dimensions of RV and tapping the best one is very important for the company as company is incurring lot of cost in it. Retail Visibility-RV
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I-Interest
Interest is about knowing or understanding everything about project in depth. According to that shaping the plan, forecasting, accumulating data to fulfil the plan, cost incurred and time taken is calculated.
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D-Desire
Desire is to make the plan full-proof to reach out the maximum consumers by creating long-term impact in their life. We ensure plans made are implemented in the given format.
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A-Action
Putting the plan into reality is action. It is to focus on larger section of society covering their requirements and how can they experience the product to which we say
“live experiencing”.
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Retail Visibility was divided into four sections by the company, which we can see on the next slide:
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SECTIONS OF RETAIL VISIBILITY
In-shop Print
Event Outdoor
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IN-SHOP
BRAND STORE SHOP-IN-SHOP
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IN-SHOP-Definition
BRAND STORE• It is a personalized store
of a company maintaining homogeneity across the world WHERE advertisement of the higher model runs on the television in the Brand Store.
SHOP-IN-SHOP• Mono-brand stores which
are totally dedicated to their ranges e.g. Samsung or HTC they have "shop-in-shop" programs where they occupy a set amount of space in other multiple outlets, in addition to their mono-brand stores.
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IN-SHOP: Branding• BRAND STORE • SHOP-IN-SHOP
·Sun Board·One Way Vision·Vinyl·Glow Sign Board·Non-Led Boards·Dsiplay·LED Table Top·Tent Card·Brochure·Posters·Danglers·Wobbler·Dummy Box
·Creative branding·Brochures·Tent Card·Live-Demo·Company’s Promoter·Gifts·Trans-lit
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BLUE-PLAN
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1. Increasing the visibility in brand-stores through one-way vision
MY WORK
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VISIBILITY IN BRAND-STORE
BEFORE AFTER
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2. Replacing old creatives with new updated ones
My work
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CHANGED CREATIVES IN SHOP-IN-SHOP
BEFORE AFTER
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• Events & Activation
Brand Store ActivityYouth Activation
Road Show• canter activity
• Workshops• Maa Tujhe Salam
• Gionee Elife S7 promotional Activities
• The Platform
• Selfie Zone• Balloon Activity• Hanging cut-out of latest handset
EVENTS
Mall Activation
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EVENT Part I- MALL ACTIVATION
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Mall Activation-Stall setup
3-D View Final Output
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Mall Activation-The Platform
Target Audience I 15 to 45 yrs Visibility I 1 Lacks peoples During Event I 1000 Peoples
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EVENT PART II- YOUTH ACTIVATION
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YOUTH ACTIVATION-Workshop
OBJECTIVE: Helping customers to understand about their handset
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YOUTH ACTIVATION-Maa Tujhe Salam
OBJECTIVE: To Connect with NGO’s and Social Cause
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EVENT PART III - ROAD SHOW
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ROAD SHOW- Canter Activity
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EVENT PART IV - BRAND STORE ACTIVITY
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BRAND STORE ACTIVITY- Selfie Zone
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BRAND STORE ACTIVITY- Balloon Activity
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BRAND STORE ACTIVITY- Cut out of Handset
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RESEARCH OBJECTIVE
1. To examine on Shop-In-Shop Visibility: Initially it is important to know assets, when it comes to BTL promotion. Assets include all the on-shop and in-shop branding elements.
2. To examine Product Availability: Here, the information about the availability solves the objective
3. To study product visibility in brand stores
4. To understand offer awareness and acceptability
5. To get a customer feedback
6. Comparative analysis of in-shop demonstrators
7. Top of the mind brand
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RESEARCH QUESTION1. Relevant: Arising from issues raised in literature and/or practice,
the question will be of academic and intellectual interest.
2. Manageable: You must be able to access your sources of data (be they documents or people), and to give a full and nuanced answer to your question.
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HYPOTHESIS
5 brand stores of a company were chosen and made a gate of balloon out of the stores on one of the weekends. Question is, does this activity of retail visibility increases the footfall towards Gionee’s Brand Store and sales for the product?
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IMPACT OF BALLOON ACTIVITYBRAND STORE Change in
Footfall % from original
Change in Sales % from original
Any Query
MGF Stagnant Stagnant Asking about Offers PINK SQUARE Increase(110-120)% Increase 120% Reason to put
Balloons WTP Increase 20% Stagnant
No
RAJAPARK Stagnant Decrease Service Centre
SALASAR Stagnant Increase 20% No
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H0= No Effect H1= Has an impact
H0= The data shows there has been no effect for few stores. MGF has been stagnant in terms of
footfall and sales. Same is the case for Rajapark, Salasar footfall and MGF’s sales.
H1= There has been increase in manifolds when we see the data of Pink Square which has
doubled up in comparison to both footfall and sales. WTP increases 20% footfall via Salasar had
the conversion of Sales 20% more than before.
So, we can conclude with the line that impact of the activity varies from place to place.
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SURVEYUnderstanding customer’s perspective
Target market: Youth
Sample size: 95 respondents
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FREQUENCY OF CHANGING PHONE
0102030405060708090
100
23
54
135
Frequency of Changing Phone
Below 1year (1-3)years (3-5)years Above 5years
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MOST PREFERRED BRAND
Motorola; 11 Blackberry; 2
Sony; 4
Samsung; 24
Gionee; 9Apple; 8
LG; 7
Google; 3
Microsoft; 3
Micromax; 6
Amazon; 1Asus; 1 HTC; 5
Fly; 1Panasonic; 1
Lenovo; 1Videocon; 1One Plus One; 2 Intex; 1 Redmi; 1 Maxwin; 1 Atom; 1 Zenfone; 1MotorolaBlackberrySonySamsungGioneeAppleLGGoogleMicrosoftMicromaxAmazonAsusHTCFlyPanasonicLenovoVideoconOne Plus OneIntexRedmiMaxwinAtomZenfone
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PRICE CATEGORY PURCHASERS FALL INTO
Above INR25000/- INR(15000-25000)/- INR(10000-15000)/- INR(5000-10000)/- Below INR5000/-
39
2119
13
3
Price Category
Resp
onde
nts
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CUSTOMER’S FOCUS WHILE BUYING A PHONE
Brand
Qualtiy
Value for money
2736
32
Preference
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FEATURES OF CUSTOMERS EXIISTING HANDSET
Camera 4G Battery Processor RAM Sleekness Internal Memory Customizable Screenshot
76
18
4851
5652 53
26
Features
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FEATURES CUSTOMERS WANT IN THEIR PHONE
Proces
sor Price
Operat
ing So
ftware
Peer R
eview
Camera RA
M
Intern
al Mem
ory
Looks
and D
esign
Dual Si
m
Check
ing th
e late
st one
Scree
n Qual
ity
Memory
Card slo
t
Sound
Quality
Side C
amera
Batte
ry3G
/4G0
10
20
30
40
50
60
70
80
90
57
6864
1
8475
71 73
2 1 1 2 2 1
7164
Total
Features
Resp
onde
nts
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HOW MANY CUSTOMERS PHONE HAVE THESE FEATURES?
Dual 4G 2300MHz
Chameleon feature
DSLR Professional Mode
13mp back, 8mp front
Air Gestures
Polar Cooler Technology
64-Bit Processor
Delete option for pre-installed apps
Alphanumerical password
Quick click camera(6photos/second)
10
2
14
15
23
5
21
29
43
28
Does your Phone Has?Total
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LIMITATION
1. It is a costly method as it requires lot of investment which accompanies risk with it
2. Lack of creative staff who hamper the plan
3. Malpractice and unethical issue lead into huge losses
4. Marketing Research at every remote places is not possible
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SUGGESTION
All the advantages and disadvantages should be kept in
mind before jumping into the project. Marketing Research plays important role for the same.
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CONCLUSION
Firstly, Lot of planning is being done by the company.
Secondly, implementation is also being done but result is not clear because no proper data is maintained by the team after the retail activities preformed.
Therefore for data collection proper methods and dedicated team is required.
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THANKYOU
Name: Hansa TanwaniRoll No: 14PGGMS026(General Management)Batch: 2014-2016Topic: Retail Visibility