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912-Charu Gupta All Retail

912-Charu Gupta All Retail

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Published by: shubhendra119370 on Apr 16, 2010
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05/12/2014

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PRIMUS RETAIL PVT. LTD.
 
OBSERVATIONS AND RECOMMENDATIONS OF MODELTOWN STORE
(MULTI BRANDED OUTLET HAVING ADIDAS, REEBOK, MTV AND NIKE)
BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY1
 
PRIMUS RETAIL PVT. LTD.
ABOUT THE STORELocation
The store is located at F – 14/16 Model Town, Market II , Delhi. It has Mc D’s opposite to it. It islocated at the corner of the crossing in one of the posh areas of Delhi.The store enjoys a good location at the corner of the street which is quite advantageous for thestore and the store should try to exploit this benefit to maximum. 
Customer Profile
It has high profile and rather cognitive customers. Most of the customers who visit the store have prior knowledge of the product and are very specific regarding their preference. They very wellknow what to buy and what style they need. Most of the customers are loyal towards the store too.
Store Insight
 The store has area of around 2300 sq fts. It has 2 floors (Ground and first ). The Ground floor isexclusively for Adidas brand whereas the first floor has three brands namely Reebok, Nike andMTV ( an inhouse brand of Primus company). There are some accessories of Levis available in thestore.There is one store room and 2 trial rooms on the first floor whereas 1 trial room, washroom and 1cash counter at ground floor. The strength of the staff is 5 sales man, 1 cashier and a storemanager.BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY2
 
PRIMUS RETAIL PVT. LTD.
OBSERVATIONS:
1.The moment you enter the store there is a pillar in between which is actually blocking theview in the women section and that too the walls of the pillar are empty (in the sense)nothing is there on walls.2.In the shoes section we found that most of the shoes on display were untidy (a layer of dust was there on it).3.Trial Rooms are spacious.4.There is a problem of under stocking in brands like Reebok and Adidas while there is a problem of overstocking in MTv which do not sell as much.5.The requirement of the products is not fulfilled at time as the lead time is too high. For eg.there was a demand of bags at the time of school opening but the bags were received at theApril end when the schools were closing.6.Absence of price tags in some merchandise and even discount tags were not there in a lotof discounted merchandise.7.There is a monthly shrinkage of 3-4 units.8.There is a dull environment in the store.9.There is no proper lighting in the shoe section at Reebok at the top floor and even MTvsection is a dull area.10.The focal lights are not used for highlighting the merchandise of mannequin (in the wallcabinet) when we go upstairs.11.Problem of space in the store to stock goods.12.Stacking is proper.13.In MTV section the merchandise is not at approachable height. Should be shifted a littlelower.14.Trial rooms can be used to display visuals and in house promotions.15.In Levis section the merchandise was as old as Feb.05 manufactured which should be kepton sale.BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY3

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