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 Line Of Web
y Establishm
Priva CEO Business Address
Name ent
te Books, Music, www.landmar
Mr. Himanshu
Landmark December,1987 Private Toys, konthenet.co
Chakrawarti
Stationary m
Books, Music, www.crosswor
August 15,
Crossword Private Mr. Sriram Toys, dbookstores.c
1992
Stationary om
Mr. Vasanth Apparel www.cplmg.co
Max June, 2004 Private
Kumar m
September, Mr. Vijay www.wforwom
W Store Private Apparel
2002 Mishra an.com
Apparel,
Accessories,
December, Mr. Mickey Cosmetics, www.lifestyles
Lifestyle Private
1999 Jagtiani Fragrances tores.com
Footwear,
Furnishing
Apparel,
Accessories,
Shoppers' October 27, Mr Govind Cosmetics, www.shopper
Private
Stop 1991 Shrikhande Fragrances stop.com
Footwear,
Furnishing
 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 - Dial a Book

- SMS a Book - Fax a Book
-Email a Book -Email a Book

• TBEM Audit • Outsource the MR function

•Fellowship Programme • Book Reward Programme

• Social Networking ,Viral , • Emphasize on Viral, Personal

sponsorship Marketing

• Segment • Social Economic Class A

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

Bestsellers Crossword Recommends, Books
 Responses From Managers

• Innovative Marketing
•Crossword Author Focus
• Visual Merchandising- High
•Visual Merchandising- High
Impulse, Low Impulse
Impulse, Low Impulse
- Adjacencies
- Adjacencies
• Owns the entire supply chain
• Efficient Supply Chain
• Pre-training done by old
• Pre-training – Latest updates
employees
and on trends
• Challenge –To Keep, Retain &
• Challenge –To Keep, Retain &
Train the Employees
Train the Employees
- To Handle Consumer
- To Handle Consumer
Demand, customer
Demand
reaction
- Personal Interaction
- Personal Interaction
• Relatively new company • Growing apparel industry

• Difference in marketing and in • Branded retail out only for

store promotional practices women(80% of the industry is
compared to competitors oriented towards men), unique
concept

• Ease of accessibility to the • Defining fashion with constant

management in order to gather
experiment
reliable information
 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 • Caters to upper-middle class

segment segment

• Shrewd inventory management • Advertising - Word of mouth ,

system Fashion Show
New launch- FM, TOI(across
• Advertising – uses Lifestyle India ), Hindu (Chennai )

•Home delivery, flexible • Sales-every store has a target,

alterations and retail hosts 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

 Shopper's Stop is a household

• Prime class loyalty programme
name, known for its superior
quality products
• Outsource the research
 Known for providing a complete
• Pricing standards are different
shopping experience
for private label brands
 Superior quality products and
• Employee Training – Less
services
Empowerment
 Positions itself as Fashion &
• Order processing system.
Lifestyle store for the family
• Standard ambience policy
 Provide shoppers a truly
international shopping destination
 Responses From Managers

• Message should not be "First Citizen“ Loyalty

loud – Simple Advertising programme
Strategy • Exclusive Cash Counters
• Out-store Offers
• Reserved Parking
• Challenge in retaining • Associate Card
and getting new • Program Partners Reward Points

customers.
 Shoppers Stop Gift
• Customers always right Vouchers
policy
 Shop with confidence
• Secure Shopping
• New strategy – Carrying • Customer Care
bag • 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