HOW DO WE SERVE ?

MAGSONS SUPERMART
Presented by Nirvana
Rinki Ghosh
Snehal Shingte
Sourabh Kulkarni
Vishal Gaonkar

WHO ARE WE
VISION To be the foremost regional player in the state of Goa and constantly
attempt to raise the bar by providing innovative services and offerings to customers
MISSION To provide customers with a fully holistic shopping experience while
encouraging and empowering employees and associates to grow and progress as
individuals and business partners
CORE VALUES Service, humility, teamwork and an undying quest for
understanding and satisfying customer needs, likes and demands.

WHAT DO WE DO
Super mart

Imported food items and products

Cocoa Tree

The Liquor Store

WHERE ARE WE
11 stores across Goa

Category Management Practiced across 3 stores

Situated in major tourist destinations and affluent localities

Catergory

Food Items

Sub-Category

Frozen Food Items

Division

Domestic

Brand

McCain

Variant

McCain Potato Wedges

Size

Large Packet and Small Packet

HOW DO WE CHARGE YOU?

Indian Products sold at MRP and some with discounts

Imported Product sold at a mark up to 15% to 50%

Imported Meat sold at mark up of 150% to 300%

HOW DO WE PURSUE QUALITY?

HARD STANDARD

SOFT STANDARD

Data Mining and Constant Business research

Footfalls
Retention

Feedback surveys

Skills of sales representatives Helpfulness, Friendliness, Knowledge

Convenience for customers

IS THERE A GAP IN OUR SERVICE ?

Customer Gap = not a
complete retail store
(Lacking fruits, fish and
dont serve food)
Gap 1 = they believe
customers pursue them as
a Goan brand, whereas the
perception is different
Gap 4 = They do not
advertise for their online
services on their prochures

SERVICE BLUEPRINT
Goes through the
exotic meat section

Select Products

Enquiry on a certain
kind of meat with
customer Service
Exec

Assigned to
respective store
manager

Managed by back
office executive

Requisition issued
by Store keeper

Enquiry with the

storekeeper to check
availability

Stock check from

MIS

Select Products
online

Invoicing

Payment
Management

Requisition
processed by
central
procurement team

WHAT DOES THE RATER MODEL SAY?

Reliability
Assurance
Tangibility
Empathy
Responsiveness

THAT MIGHT JUST BE THE NEXT THING WE

DO!!
In-house Restaurant

Introduction of vegetables

Introduction of fresh fish

ARE OUR CUSTOMERS DELIGHTED?

High Customer Retention on part of Loyalty Programs

High ratings on stores with category management

Mithai Mandir got a thumbs down

NOW WE HAVE THE 7 PS

Thanks to Mr. Kotler !!!

THE 7 PS RETURN
Product
Style & Fashion :- The products are differentiated in terms of categories as
well as Indian and imported products are kept separately. All this exudes
sophistication.
Intensity: - due to smaller space the products are placed pretty close to one
another and the aisle space is less.
Assortment: - The assortment is maintained through the ERP software which
has 3 modules dedicated only to Assortment.

THE 7 PS RETURN
Place
Size: Considering the market and the average footfalls(around 100 to 300 per
day) the size is adequate
Location :- many resorts in close proximity and also that it is the route used
by a lot of tourists(Domestic and International)
It does not have competition in the South Goa
In North Goa competitors are Newtons and Dolphins
Layout & Design :- the layout and design has been done with a scientific
approach
The division of the Superstore into smaller fragments like Food Section, NonFood Section and Liquor Section which are based on the principle of category
management where product have been aligned accordingly.

THE 7 PS RETURN
Price
Price : the pricing of most product have to be according to the MRP and then
the products like assorted Frozen meat the MRP( the company needs to take
a license to actually be able to set prices) is to be set based on the following
aspects
Cost of Procurement and Inventory Costs
Margins
Wastage and Spoilage

THE 7 PS RETURN
Promotions
Positional: promotions are done by promoting the products in the retail store
through paid promotions where in certain brands pay the store to put up
there hoardings through cash or discounts.
Promotional: they carry a host of activities on festivals and their online
website also has a lot of offers. The other activity is the supercard which
enables the customer to get loyalty points and the company also takes part
in events like the Goa Food Festival during the Carnival where they put up
their stall.

 People

THE 7 PS RETURN

Service: - Sales staff is trained in foreign languages like Portuguese and

Russian
Knowledge:- They have daily briefing, monthly training programs conducted
as well as every 6 months there is a workshop held in Panjim for them
The Managers are also sent for Corporate Workshops (Example Neilson
Workshop on Category Management)
When the employees join they have a 15 days training program conducted
by the store manager who trains the new recruit and assigns him.

THE 7 PS RETURN
Processes
Process check parameters installed
right from procurement, storage to
sales and customer interaction

Physical evidence

Upscale store areas and tourist

areas.

DID WE FAIL?
Inability to attract Goan masses

Inability to tap into caf business

Inability to move beyond Goa

HOW DO WE RETAIN OUR CUSTOMERS?

Loyalty Programs Supercards for normal customers and Goldcard for highend shopping

Flat 20% discount on select products during festive seasons

Understanding preferences and languages of respective customer groups

THIS IS HOW WE DESIGN OUR STORES!

THIS IS HOW WE DESIGN OUR STORES!

THIS IS HOW WE DESIGN OUR STORES!

THIS IS HOW WE DESIGN OUR STORES!

.AND WE SHALL OUTSHINE(ANSOFF

GROWTH MATRIX)
Products

Present

Present

New

Cocoa Tree, Liquor Store,

Gourmet

Fish, Caf, Fruits and Vegetables

Albeit Exotic meats enter

Mumbai and Bangalore

Caf

Market
s
New

PERFORMANCE PARAMETERS
Purchases/footfalls = conversion
Total revenue/ total no. of purchases = revenue per conversion
Total revenue/ total no of footfalls = revenue per prospect

HOW DO WE ESTIMATE DEMAND AND

MANAGE IT?
MIS
Estimation done individually by respective store managers
Take into account

Addition of Supercard holders YOY

Tourist arrivals
Chartered Flight arrivals
Previous Years Monthly Footfalls

Supplier Positioning and Supplier Preference Models used to bolster supply

chain management