Project Report

On

Retail Strategy
(Total Spirit vs Scotch Yard)

Group Members:

Agraj Bhartiya(091104) Ankit Jain(091108)

Aprajita Verma(091110) Ashwani Dusadh(091111)

Deepti Choudhary(091116) Dhanapati Naorem(091117)

Dushyanth H.S(091118) Minakshi Taly(091126)

 Introduction

Total Spirit:

Total Spirit is company owned company operated (COCO) liquor retail outlet of
Bangalore basted company “DROPS”. Currently there are 3 stores of Total
Spirit in Bangalore located at Marathahalli, Indira Nagar and New BEL road.
The outlet located at New BEL road is the main office from where all the work
is operated. There are total 8 employees at New BEL road outlet. Shortly a
new outlet would be coming up in Malleshwaram area and they are planning
to open nearly 15 more outlets in the coming time. As per government norms
they too have to get the liquor stock from KSBCL (KARNATAKA STATE
BEVERAGES CORPORATION LIMITED) government depot.

Scotch Yard:

Scotch Yard is a franchise of “CHIVAS”. Chivas is an international liquor brand and it

provides franchise to different liquor outlets. There are total 4 employees
working in the store which is located at Sadashiva Nagar, Bangalore. As per
government norms they too have to get the liquor stock from KSBCL
(KARNATAKA STATE BEVERAGES CORPORATION LIMITED) government
depot.
 Location

Total Spirit:

Rayhana complex, no.2, New BEL road RMV extension ,Bangalore 560054

Contacted person: Mr. Praveen Kumar (Store manager)

9972418629

Scotch Yard:

Shop no. 5, laxmi complex, 10th cross, RMV extension, opposite to CRPI compound,
Bangalore, 560080

Contact Number: 23612093, 9449656851

 Merchandising assortment

Total spirit:

• 1000 brands of liquor

Complimentary Products

 Snacks

 Cigarettes

 Soda , ice cubes

 cold drinks , juices

Scotch Yard:

• 543 brands of liquor

Complimentary Products

 Snacks

 Cigarettes

 cold drinks
 Communication mix

Total spirit:

• Wall posters sponsored by company , placards , word of mouth , trade

incentives given by the company

Scotch yard:

• Wall posters sponsored by company , placards , word of mouth , trade

incentives given by the company
 Pricing

Total spirit:

• Follow competition oriented pricing

• gets 10% margin from government

• sell at MRP

• No margins on complementary products.

Scotch yard:

• Follow competition oriented pricing

• gets 10% margin from government

• sell at MRP

• No margins on complementary products.

 Store design and Display

Total spirit:

Area - 1500 square feet

Layout - Grid layout (display around the wall)

 • The store is designed to facilitate self service and ease of shopping to
the customer.

• The store also provide attractive shelves for all the brands that are
available and the store charges extra amount from the company to
display their products .

• It provide aisle for better movement of trolley.

• 2 billing counter for efficient service.

Scotch yard:

Area – 700 square feet

Layout - Grid layout

• The store is designed to facilitate self service and ease of shopping to

the customer.

• The store also provides attractive shelves for all the brands that are
available and the store charges extra amount from the company to display
their products.
 Customer Service

Total Spirit:

• free home delivery

• complementary product for customer satisfaction

• Self service

• Trolley and basket for the ease of customers

Scotch yard:

• free home delivery

• Self service

• complementary product for customer satisfaction