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Declaration

I take the privilege to declare that the Project Study with reference to SPENCERS, HYPER MARKET, VIJAYAWADA has been carried out by me under the guidance of Prof. R. MADUSUDHANA RAJU, Ph.D The Observation Study report is submitted in Partial fulfillment of the requirement for the award of the Degree of Master of Business Administration

This work has not been submitted elsewhere either in part or wholly for degree discipline.

(V. SATEESH KUMAR)

INDEX
Page no

CHAPTER-I
Introduction of the study Need for the Study Methodology Objectives Limitations

04-06

CHAPTER-II
Introduction to retailing The Functions of a Retailer Factors influencing the Retail Shopper The Global retail industry FDI in retail sector in India Classification of Retailing Problems facing Retail sector in India

08-31

CHAPTER-III
RPG Group profile Spencers profile

33-68

CHAPTER-IV Retail Marketing Activities


In store Communications Out Store Communications Sales Promotional Activities Retail Store Locations Branding Options in Spencers Hyper

52-68

CHAPTER-V Questionnaire Observations or findings in the store Suggestions

96-111

INTRODUCTION OF THE STUDY


The internship is to know the marketing activities of the retail chain of stores in addition to get store operations conducted in the store and the dayto-day transactions done. The store operations include logistics, customer relationship management, visual merchandising, Cashing, Human Resource management, Maintenance, Security, IT, Housekeeping and different promotional activities implemented to increase and maintain the customer relationship.

Need for the Study: To the Organization:


The study may be useful for the organization to understand their consumer needs and wants in effective manner. This can be helpful for the organization to provide maximum consumer satisfaction. This study may help to the organization to develop and implement improve quality and service, effective communication in the form of advertising of offerings and effectively overtake competition.
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To Me:
This study provides me an opportunity to relate my theoretical knowledge and thoughts in classrooms to practical environment and to understand and analyze various practical aspects in marketing functional area of an organization.

Objectives:
1) To understand the concept of retailing and to know about its importance and Practices. 2) To enquire into the profile of the organization. 3) To know the various issues relating to Marketing, Operations, VM, and Customer Relationship Management, Cashing and HR in the organization under study. 4) Done a customer survey on customer satisfaction and The reach of marketing activities to the customers..

Methodology:
Data is collected in many ways here the data is collected as shown below:

a) Primary Data:

Primary data consist of original information gathered for specific purpose. The normal procedure is to asking the executives and interview customers individually to get the required data. In this way primary data is collected from all of the customers through structured questionnaire. Survey method has been used for data collection. The survey done by using personal interviewing technique through administering the structured questionnaire, which consists of both close and open ended questions.

b) Secondary Data:
Secondary data consists of information that already exists somewhere, having been collected for another purpose. Secondary data is collected from Internet and books.

Limitations:
1) Retailing is a vast subject and the time Period that is allotted for the Project Study is very limited. 2) Only in-store communication, getting an idea on way of communication in order to make the customers aware of promotions. 3) We are not getting the permission to know about SAP related data from the organization due to confidential matters.

CHAPTER-II
Introduction to retailing The Functions of a Retailer Factors influencing the Retail Shopper The Global retail industry FDI in retail sector in India Classification of Retailing Problems facing Retail sector in India

Introduction to retailing:
Retail is the final stage of any economic activity. By virtue of this fact, retail occupies an important place in the world economy. In an attempt to understand the scope of the term retail, various definitions of the term have been examined. Retailing consists of the sale of goods or merchandise for personal or household consumption either from a fixed location such as shopping mall or store, or from a fixed location and related subordinated services. Retailers are at the end of the supply chain.

Definition: According to Philip Kotler:

Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non-business use. A retailer or retail store is any business enterprise whose sale volume comes primarily from retailing. The North American industry classification system (NAICS) specifies that the retail trade sector comprises establishments primarily engaged in retailing merchandise, generally without transformation, and rendering services incidental to the sale of merchandise.

The Functions of a Retailer:


From the customer point of view, the retailer serves him by providing the goods that he needs in the required assortment, at the required place and time. From an economic standpoint, the role of a retailer is to provide real added value or utility to the customer. This comes from four different perspectives: 1. First is utility regarding the form of a product that is acceptable to the customer. The retailer does not supply raw materials, but rather offers finished goods and services in a form that the customers want. The retailer performs the function of storing the goods, and providing us with an assortment of products in various categories.

2. He creates time utility by keeping the store open when the consumers prefer to shop. 3. By being available at a convenient location, he creates place utility. 4. Finally, when the product is sold, ownership utility is created.

All these are real benefits, which retailers offer by getting close to potential customers. It is necessary; therefore, for retailers to fully understand the motivations that drive their customers, the retailer serves the consumer by functioning as a marketing intermediary and creating time, place and ownership utility for the consumer. The retailer also serves the manufacturer by performing the function of distributing the goods to the end consumer, and thus forming a channel of information leading to the consumer. He is the final link in the distribution chain and very vital too. For several product categories where brand loyalty is not very strong or for unbranded products, the retailers recommendation is vital.

Factors influencing the Retail Shopper:


I. Range of Merchandise II. Convenience of Shopping at a particular Outlet III. Time to Travel IV. Socio-economic Background and Culture V. The stage of Family Life Cycle

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The Global retail industry: An overview


Retail has played a major role world over in increasing productivity across a wide range of consumer goods and services. The impact can be best seen in countries like U.S.A, U.K, Mexico, Thailand and more recently China. Economies of countries like Singapore, Malaysia, Hong Kong, Srilanka and Dubai are also heavily assisted by the retail sector. Retail is the second largest industry in the US both in number of establishment and number of employees. If also one of the largest worldwide. The retail industry employs more than 22 million Americans and generates more than $3 trillion in retail sale annually. Retailing is a US $ 7 trillion sector Wal-Mart is the worlds largest retailer. Already the worlds largest employer over 1 million associates. Wal-Mart displaced oil giant EXXON Mobil as the worlds largest company when it posted $219 billion in sales for fiscal 2001. Wal-Mart has become the most successful retail brand in the world due to its ability to leverage sized market clout, and efficiency to create market dominance. Wal-mart heads Fortune magazine list of top 500 companies in the world. Forbs Annual list of Billionaires has the largest number (45/497) from the retail business.

The Global Retail Market:


The emergence of the global market place and the rise of the 24/7 economy has fuelled the growth of retail across the world. The global retailing industry, as understood under the Global Industry Classification Standard (GICS), grew by 5.5% in 2004 to touch $90,498 billion. The compounded annual growth rate for the period 2000-2004 was 3.9%.
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The United States of America dominated the world retail market space and accounts for 32.3% of the global retailing group. Europe generates a further 30.8% of the groups value Asia Pacific-25.6% and the rest of the world-11.20%. It is interesting to note that the key 250 retailers in the world alone accounted for $2.6 trillion, which itself is about one third of the marketplace in retail

Key players in the world of Retail:


WAL-MART STORES CARREFOUR HOME DEPOT METRO ROYAL AHOLD TESCO KROGER TARGET COSTCO WHOLESALE ALBERTSONS

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AEON WALGREEN GROUPE AUCHAN LOWES SEARS ROEBUCK

FDI in retail sector in India:


The retail sector in India is a big draw for many organized players of the world as less than 5% of the nearly $400 billion industry is structured the sector predicted to nearly double in size by 2015. It is estimated to employ about 8% of the total employment, roughly over 40 million people making it very sensitive issue for any government that comes into power. The issue of foreign firms and domestic companies entirely retail has been controversial and politically sensitive on. There were reports suggesting that the government is planning to allow foreign companied to foray into multi brand retail. It was suggested that 49% FDI in multi brand retail could be allowed and the 49% cap an single brand retail could be removed.

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Last year then the Commerce minister Kamal nath made it clear that the government was revamping the FDI policy to open up employment intensive sectors to FDI but the changes to the Caps in the retail sector were not under consideration. The position is has not changed since the government was formed and the present Commerce minister Anand Sharma reiterated the fact that there in built safeguards against FDI finding it was into multi brand retail and breaching the limits. Presently the domestic Indian companies are allowed to open neighborhood shops but the foreign retailers cannot invest in their for minority holding either. As per the FDI policy 100% FDI is allowed into the wholesale Cash & Carry Business under automatic route. What this really means is that a foreign retailer can set up operation in India provided It sells only to registered retailers i.e. retailers who have the relevant paperwork such as Value Added Tax (VAT) number or sales tax number etc. The foreign companies are not allowed as yet to open up malls and shops in neighborhoods and cannot sell directly to the public. The foreign company has to follow the Cash & Carry model which means sale of goods is only on Cash basis over the counter.

The other mode of entry is the Single Brand Product Retailing where FDI up to 51% in retail trade of Single Brand product would be subject to following conditions: Products to be sold should be of a single brand only
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Products should be sold under the same brand internationally Single brand product-retailing would cover only products which are branded during manufacturing

In this mode of entry in the Indian retail markets, FDI would be allowed only with prior approval of the government and 49% of the equity will have to be brought-in be and Indian partner. The examples are

Wal-Mart entering the market with pact with the Bharti Retail And Metro also into our market Tesco and Carrefour are also planning to enter our market. In the backdrop of such activity relating to the retail sector a parliamentary standing committee has recommended a blanket ban on FDI in the retail sector. The committee is even opposed to big domestic corporate entering the sector saying that it will lead to unemployment. It has further recommended that restrictions should be put for opening large format malls for selling other consumer products with particular attention to grocery, fruits and vegetables vendors who form the majority of the neighborhood mom and pop stores which are called kirana stores in India. The committee feels that opening of FDI in retail trade by allowing single brand foreign firms and whole sale Cash & Carry formal stores into India will result in unemployment due to slide-down of indigenous retail traders.

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The committee headed by Dr. Murali Manohar Joshi, feels that the government should stop issuing further licenses for Cash and Carry formats either to transformed retailers or to joint venture with Indian partners, as it is a backdoor entry into retail trade into the country. The panel has asked the government to setup a retail regulatory authority to look into the problems of small traders and to monitor larger players and act as a whistle blower for anti-competitive behavior and abuse of dominance. The committee is of the opinion that consumers would be sidelined, as the big retail giants will adopt a predatory, tempting the consumers which would affect wipe out competition from local retailers. The retailers would then be in a monopolistic position and would be able to dictate prices. The panel further opinions that procurement centers constituted by big corporate for market direct bulk purchases would initially pay attractive prices to farmers and cause gradual extinction of mandis and regulated market yards. The report further states that the government should ensure that some-in-built policy must be established to relocate or re employ the people who are disclosed due to opening of big malls in the vicinity of their shops. The committee recommendations are in stark contrast to the findings of ICRIER (Indian Council for Research on International Economic Relations) in a report submitted to the Commerce & Industry ministry a year ago. The ICRIER report has said there was no evidence that overall employment would decline if companies came

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into organized retail. The committee suggestions are laid before parliament for debate but are not binding an government.

CLASSIFICATION OF RETAILING Classification on the Basis of Ownership


On the basis of ownership, a retail store can be an independent retailer, a chain retailer or a corporate retail chain, a franchise or a consumer co-operative.

Independent retailer:
An independent retailer is one who owns and operates only one retail outlet. Such an outlet is managed by the owner &proprietor and a few other local hands or family members working as assistants in the shop. Many independent stores tend to be passed on from generation to generation. In India, a large number of retailers are independent retailers. Stores like the local baniya/kirana store and the panwala are examples of independent retailers, as are stores like Benzer, Instyle, Premsons, Amarsons, etc. The ease of entry into the retail market is one of the biggest advantages available to an independent retailer. Depending on the location and product mix that he chooses to offer, he can determine the retail strategy. The independent retailer often has the advantage of having a one to one rapport with most of his customers. However, on the flip side, the advantages of economies of scale and the bargaining power with the suppliers is limited.

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A chain retailer or a corporate retail chain:


When two or more outlets are under a common ownership, it is called a retail chain. These stores are characterized by similarity in the merchandise offered to the consumer, the ambience, advertising and promotions. Examples in India include Wills Sports (ITC), Louis Phillippe, Van Heusen (Madura Garments), Arrow (Arvind Mills) and department stores like Globus, Westside and Shoppers Stop. Food world, Music world, Planet M, etc., are also examples of chain retailers. The biggest advantage that a chain retailer has is that of the bargaining power that he can have with the suppliers. Cost effectiveness is also possible in advertising and promotions. However, since chains expand across cities and regions, it may not always be possible to take into account the regional or rural and urban preference. The ability to give attention to each of the stores becomes fairly restricted.

Franchising:
A franchise is a contractual agreement between the franchiser and franchisee, which allows the franchisee to conduct business under an established name as per a particular business format, in return for a fee or compensation. Franchising can be: A product or trade mark franchise where the franchisee sells the products of the franchiser and/or operates under the franchisers name. Archies stores, which have come up across India, are an example of product franchising. A business format franchiseMc Donalds is perhaps one of the best examples of business format franchising.
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Under both the mentioned methods of franchising, the franchise may be for a single store, a multiple of stores or for a region or country. While outlets of Van Heusen, Louis Philippe, Arrow and Benetton are examples of individual franchises in India, McDonalds operates at a level of two regional franchises. Pizza Hut, Dominoes and Subway are also franchises operating in India.

Leased departments:
These are also termed as shop-in-shops. When a section of a department in a retail store is leased / rented to an outside party, it is termed as a leased department. A leased within a store is a good method available to the retailer for expanding his product offering to the customers. In India, many large department stores operate their perfumes and cosmetics counters in this manner. A new trend emerging in Indian retail is that of larger retail chains setting up smaller retail outlets or counters in high traffic areas like malls, department stores, multiplexes and public places like airports and railway stations. These stores display only a fraction of merchandise/products sold in those anchor stores. Their main aim is to be available to the consumer near is place of work or home.

Consumer co-operatives:
A consumer co-operative is a retail institution owned by its member customers. A consumer co-operative may arise largely because of dissatisfied consumers whose needs are not fulfilled by the existing retailers. As the members of the co-operatives largely run these co-operatives, there is a limitation on their growth opportunities. Examples of cooperatives in India are the Sahakari Bhandars and Apna Bazaar shops in Mumbai and Super Bazaar in Delhi.

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Classification on the Basis of the Merchandise Offered


If retailers are to be classified on the basis of the merchandise mix that they offer to their customers, they may be very broadly be classified into the food oriented and the general merchandise retailers. Within this classification, we can further classify them on the basis of the target market that they cater to. Speciality stores, department stores and convenience stores cater to a very specific target market. They are hence, many a times, reffered to as product/service retailers. In contrast, the supermarkets, discount stores, hypermarkets and off price retailers cater to a mass market and are often called traditional product retailers.

Convenience stores:
These are relatively small stores located near residential areas--- they are open for long hours, seven days a week and offer a limited line of convenience products like milk, bread, soft drinks, cigarettes, coffee, candy bars, sandwiches, pizza hut, ice creams, candy, gum chip, popcorn, maps, magazines, news paper, toys, hygiene products, cat food, dog food, and toilet paper, CD, DVD, video game.

Supermarkets:
These are large, low cost, low margin, high volume, self-service operations designed to meet the needs for food, groceries & other non-food items. This format was at the forefront of the grocery revolution, and today, it controls more than 30% of the grocery market in many countries.
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Examples of supermarkets in the Indian market scenario are Nilgiris, Foodworld, Subhiksha, Food Bazaar and Vitan.

Hypermarket:
Gigantic retail facility carries an enormous range of products under one roof. The word hypermarket is derived from the French word hypermarche, which is a combination of a supermarket and a department store. This retail business format has evolved since its invention by retailer Carrefour in Sainte Genevieve des Bios near Paris, in the year 1963. A retail store with a sales area of over 2500 sqm, with at least 35% of selling space devoted to non-grocery products, is termed as a hypermarket. The stores occupy an area which ranges from anywhere between 80,000 to 2,20,000 sq.ft and offer a variety of food and non food products like cloths, jewellery, hardware, sports equipment, cycles, motor accessories, books, CDs, DVDs videos, TVs, electrical equipment and computers and combine supermarket, discount & warehouse retailing principles. A store that satisfies the following characteristics has been defined by the IGD as a hypermarket: A selling area between 5,000 sq.m and 15,000 sq.m A wide range of products including food and non-food products Discounted prices A destination offer

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Key retailers who operate in this business model are Carrefour, Wal-Mart (the Wal-Mart Supercentres). Examples of hypermarkets in India include Gaint, Big Bazaar and Star India Bazaar.

Specialty stores:
A store specializing in a particular type of merchandise or single product of durable goods (that is home furniture and household goods, consumer electronics and/or domestic electrical appliances) or a range of normally complementary durable goods product categories is termed as a specialty store. Such a business model is characterized by a high level of service or product information being made available to customers. These are characterized by a narrow product line with deep assortments in that product line. Specialty stores usually concentrate on apparel, jewellery, fabric, sporting goods, furniture, etc. They have clearly defined target market and their success lies in serving their needs. Internationally, most specialty retailers would operate in an area under 8,000 sq.ft. Examples of international retail chains which are specialty retailers include The Gap, Ikea, High & Mighty, Big & Tall, etc. In India, specialty stores are one of the fastest emerging formats. Examples of speciality stores in India include retail chain like praline fitness station and Gautier furniture.

a) Departmental stores:
A departmental store is a large-scale retail outlet, often multi-leveled, whose merchandise offer spans a number of different product categories. Traditionally, department stores can be defined as averaging 7,000sqm., selling at least fashion clothing, accessories, cosmetics,
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household goods and often a much broader assortment, from more or less separate departments on several floors. Department stores are defined as those establishments depending on food, clothing and home related items for at least 10% percent but less than 70% respectively, of their sales. Furthermore, these stores have at least 50 employees and a self-service ratio of less than 50%. Department stores usually sell products Apparel, Furniture, Electronics, Appliances, Paint, Toiletries & cosmetics, Photographic equipment, Jewellery, Toys, Sporting goods.

b) Off price retailers:


Here, the merchandise is sold at less than retail prices. Off-price retailers buy manufacturers seconds, overruns and off seasons at a deep discount. The merchandise may be in odd sizes, unpopular colours or with minor defects. Off price retail stores may be manufacturer owned or maybe owned by a speciality or departmental store. These outlets are usually seen by the parent company as a means of increasing the business. The factory outlets in case the manufacturer owns them, may stock only company merchandise. Examples of these include Pantaloon Factory outlets, Levis Factory Outlets, etc. On the other hand, off price retailers owned by speciality or departmental stores may sell merchandise from the parent company as well as merchandise acquired from other retailers. This formal largely depends on volume sales to make money.

c) Catalogue showrooms:
Catalogue retailers usually specialize in hard goods such as houseware, jewellery and consumer electronics. A customer walks into this retail showroom and goes through the
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catalogue of the product/s that he would like to purchase. Some stores require the customer to write out the product code number and hand it over to the clerk, who then arranges for the product to be brought out from the warehouse for inspection and purchase. Some of the popular catalogue showroom retailers in the world include Argos, Service Merchandise and Best products. Over the years, the landscape of cities, towns and rural areas across the world has changed. The sizes of retail outlets have changed to become larger and larger and thereby, earn the title of Big Box retailers. Big-box retail facilities are large, industrial-style buildings or stores with footprints that generally range from 20,000 square feet to200, 000 square feet. There are four major subgroups used to categorize Bigbox retail models. They are

d) Discount department stores


Discount department stores, ranging from 80,000 sq.ft offer a wide variety of merchandise including automotive parts and services, house wares, home furnishings, apparel and beauty aids.

e) Category killers
A category killer is a specialty retailer who offers a very large selection in the chosen product category and economical prices. Category killers are successful because they focus on one category, they stock deep (e.g. Toys R U s has 10,000 toy items in a store as compared to 3,000 in a department store), they buy and sell cheap and finally, they dominate the category. Internationally, the size of category killers ranges from 20,000 sq.ft. to 120,000 sq.ft. Toys R Us and staples are good examples of international category killers. Nallis in Chennai can be termed as a category killer in saris, as also the chandana Bros
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saree chain in Andhra Pradesh and Toys Kemp in Bangalore. Mumbai has one such category killer The Loft, a 15,000 sq.ft. Store catering to footwear alone.

f) Outlet stores:
Outlet stores, ranging from 20,000 sq.ft to 80,000 sq.ft. are typically the discount arms of major department stores such as Nordstrom Rack and J.C.Penny Outlet.

g) Warehouse clubs:
Warehouse clubs, ranging from 104,000 sq.ft. to 170,000 sq.ft. offer a variety of goods, in bulk, at wholesale prices. However, warehouse clubs provide a limited number of product items (5,000 or less). This group includes retailers such as Costco Wholesale, pace and Sams Club.

Non-store Retailing
The ultimate form of retailing directly to the consumer is non-store retailing. A direct relationship with the consumer is the basis of any kind of non-store retail venture. It may be broadly classified into direct selling and direct response marketing. While direct selling involves direct personal contact, in direct response marketing, the customer becomes aware of the products/services offered through a non personal medium like mail, catalogues, phone, television or the internet. Direct selling: Direct selling involves making a personal contact with the end consumer. At his home or place of work. Cosmetics, jewellery, food and nutritional products, home appliances and educational materials are some of the products sold in this manner.

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Direct selling may follow the party plan or the multi level network. In the party plan, the host invites friends and neighbors for a party. The merchandise is displayed and demonstrated in the party atmosphere and buying and selling takes place.

Direct response marketing


Direct response marketing includes various non-personal forms of communication with the consumer like: Catalogue retailing or Mail order; Telelvision retailing; and E-tailing.

Other retail models Automated vending/kiosks


This is the most impersonal form of retailing. However, it provides convenience to the customers as they have access to the products round the clock. It is a popular form of retailing abroad and is used to sell routinely purchased items like soft drinks, candy, cigarettes and newspapers. While tea and coffee vending machines are a popular sight at the airports in India, the automated teller machines operated by banks are perhaps the most successful example of automated vending in India. The tea and coffee machines are rarely completely automated and unattended as in India; the cost of labor is still cheap.

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Retail kiosks are the largest sector of the self service market. Its international share is between 40 to 60 percent. Kiosks have their applications in different areas of retail like within the retail environment as I-kiosks, which aim to provide access to far more products than the physical store can stock. Applications can also be seen across the government sector, banking and tourism, where not only is information provided but other facilities like transit routes and the ability to create personalized itineraries may also be allowed. Large retailers like McDonalds are using kiosks to let customers key in orders at some restaurants.

The Cash & Carry


The term Cash & Carry means the customers do their own order picking, pay in cash and carry the merchandise away. The cash and carry is a wholesale format that aids small retailers and businessman. The advantages that this format has over the traditional wholesale operations are: It offers a wide assortment of goods, food and non-food items, thus providing for one stop shopping and allowing the customers to save time. Given the permanent availability of goods in the store, the customer can always purchasing goods he needs and is able to store and finance them in the short term. Thus, despite the principle of cash payment, cash & carry largely takes over the function of financing and stockholding on behalf of its customers.

Longer business hours per week as provided, enabled the customer to do his shopping at a convenient time, seven days a week.This format has been featured in this section on retail formats as two of the largest groups that operate under
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the cash and carry format, viz, Metro AG, Germany and shoprite of South Africa, have started their operations in India.

Airport Retailing:
The past two decades have witnessed rapid changes in the air travel industry. Retail is becoming increasingly important for airport operators. Gone is the age where airports were passenger processors, the time when traveling was just hassle with passengers moaning and complaining about long waits and dull surroundings. We are now in a era where airports are focusing on retail to convert airports into exciting, energized business and retail/entertainment centresas well as transportation hubs. Airports in many cities of the western world, the Far East and Middle East serve as mini shopping plazas for the traveler, while the trend is yet to catch on in India.

Dramatic changes swept airport retailing when long-term, 20-to-30-year concession contracts began expiring. It made airports realize more and more that with capital investment, good customer service and good pricing, plus a little imagination, they could generate some attractive revenue.

Problems facing Retail sector in IndiaIndia has 12 million retail outlets.


The retail sector is the second largest source of employment and the job market is hugely receptive to retailing expertise as more and more B-schools are now focusing on the sector and large retailers are setting up retail academies. It is estimated to create 50,000 jobs a year in the next five years.

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MARKET SIZE The retail market in India is estimated at Rs.5,88,000 crore. Of this the unorganized market is worth Rs.5, 83,000 crore and the organized market is Rs.5, 000 crore. OPPORTUNITY: Over 8% of India's population is engaged in retailing. According to ASSOCHAM, the total retail market is expected to grow by 20% annually and is one of the fastest growing sectors in India. PROBLEMS: The organized retail industry in India is faced with stiff competition from the unorganized sector. There is a shortage of quality real estate and infrastructure requirements in our country. Opposition to Foreign Direct Investment from small traders affects retail industry. Very high stamp duties on transfer of property affect the industry.

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Shortage of retail space in central and downtown locations also hinders the growth of retail industry. Presence of strong Pro-tenancy laws makes it difficult to evict tenants and this is posing problems. Land-use conversion is time consuming and becoming complex. For settling property disputes, it consumes lot of time. Rigid building laws makes procurement of retail space difficult. Non residents are not allowed to own property except they are of Indian origin. Prohibition of Foreign investment in real estate business. Customs duties are levied on import of goods in India.

2011 Analysis of Indian Retail Market


The Indian retail market, which is the fifth largest retail destination globally, has been ranked as the most attractive emerging market for investment in the retail sector by AT Kearney's eighth annual Global Retail Development Index (GRDI), in 2009. As per a study conducted by the Indian Council for Research on International Economic Relations (ICRIER), the retail sector is expected to contribute to 22 per cent of India's GDP by 2011. With rising consumer demand and greater disposable income, the US$ 400 billion Indian retail sector is clocking an annual growth rate of 30 per cent. It is projected to grow to US$ 700 billion by 2010, according to a report by global consultancy Northbridge Capital. The organised business is expected to be 20 per cent of the total market by then. In 2008, the share of organised retail was 7.5 per cent or US$ 300 million of the total retail market. A McKinsey report, 'The rise of Indian Consumer Market', estimates that the Indian
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consumer market is likely to grow four times by 2025. Commercial real estate services company, CB Richard Ellis' findings state that India's retail market has moved up to the 39th most preferred retail destination in the world in 2009, up from 44 last year. India continues to be among the most attractive countries for global retailers. Foreign direct investment (FDI) inflows as on September 2009, in single-brand retail trading, stood at approximately US$ 47.43 million, according to the Department of Industrial Policy and Promotion (DIPP). India's overall retail sector is expected to rise to US$ 833 billion by 2013 and to US$ 1.3 trillion by 2018, at a compound annual growth rate (CAGR) of 10 per cent. As a democratic country with high growth rates, consumer spending has risen sharply as the youth population (more than 33 percent of the country is below the age of 15) has seen a significant increase in its disposable income. Consumer spending rose an impressive 75 per cent in the past four years alone. Also, organised retail, which is pegged at around US$ 8.14 billion, is expected to grow at a CAGR of 40 per cent to touch US$ 107 billion by 2013. The organised retail sector, which currently accounts for around 5 per cent of the Indian retail market, is all set to witness maximum number of large format malls and branded retail stores in South India, followed by North, West and the East in the next two years. Tier II cities like Noida, Amritsar, Kochi and Gurgaon, are emerging as the favoured destinations for the retail sector with their huge growth potential. Further, this sector is expected to invest around US$ 503.2 million in retail technology service solutions in the current financial year. This could go further up to US$ 1.26 billion
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in the next four to five years, at a CAGR of 40 per cent. Moreover, many new apparel brands such as Zara, the fashion label owned by Inditex SA of Spain, UK garment chain Topshop, the Marc Ecko clothing line promoted by the US entrepreneur of the same name and the Japanese casual wear brand Uniqlo are preparing to open outlets in India.

CHAPTER-III
RPG Group profile Spencers profile

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RPG GROUP PROFILE:

OVERVIEW:
RPG Enterprises, established in 1979, is one of Indias fastest growing business groups with a turnover touching Rs. 15,000 cr. The group has more than twenty companies managing diverse business interests in the areas of Power, Tyre, Transmission, IT, Retail, Entertainment, Carbon Black and Specialty. Wide-ranging businesses,
growing returns and a reputation to reckon, makes working with RPG an enriching experience. Where entrepreneurial skills are valued, excellence is the by-word, and performance is a pre-requisite.

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Management
The RPG Management Board is the backbone of the conglomerate. Its members are highly qualified professionals, well experienced in their respective fields.

Values
RPGs business ethics promote higher levels of excellence. The groups values of Customer Sovereignty, People Orientation, Innovation & Entrepreneurship, Transparency & Integrity, Passion for Superior Performance, Anticipation, Speed and Flexibility propel it to perform and excel in all spheres of the business.

Quality
For RPG quality determines success. Continuous process improvements are carried out to ensure complete satisfaction of customer and market requirements.

Beyond Business
RPG is a socially responsible organization; believing in giving back to the community what it has gained from it. The group regularly contributes toward the welfare of various social groups and is involved in promoting social activities in the field of sports and arts. History:

The history of RPG began in 1820 when Ramdutt Goenka, from a small town in Rajasthan, came to Calcutta to do business with the British East India Company. The following milestones speak of his enterprising efforts, and the subsequent growth of the RPG group.

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By the 1900s the Goenkas establish themselves in diverse business sectors like banking, textiles, jute and tea.

Sir Hariram Goenka and Sir Badridas Goenka are conferred knighthood by the British for outstanding contribution to business and the community.

In 1933, Sir Badridas Goenka becomes the first Indian to be appointed Chairman of the Imperial Bank of India (now the State Bank of India).

He is elected President of the Federation of Indian Chambers of Commerce and Industry (FICCI) in 1945.

Keshav Prasad Goenka (son of Sir Badridas Goenka) continues the successful trait of entrepreneurship.

In 1950 Goenkas acquire two British trading houses - Duncan Brothers and Octavius Steel.

After successful acquisitions in the areas of tea, automobile, tyre, jute, cotton textile and electric cables, Keshav Prasad Goenka retires in the 70s. His business is taken over by his three sons.

One of the sons, Rama Prasad Goenka (better known as RP Goenka), starts RPG Enterprises in 1979 with Phillips Carbon Black, Asian Cables, Agarpara Jute and Murphy India.

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The 80s see further acquisitions by the RPG group, the first being CEAT Tyres of India in 1981. The group then went on to acquire KEC (1982); Searle India, now RPG Life Sciences (1983); Dunlop (1984); HMV (1988); and finally CESC, Harrisons Malayalam, Spencer & Co. and ICIM in 1989.

RP Goenkas sons Harsh (Chairman) and Sanjeev (Vice-Chairman) spearhead the groups management from 1990.

RP Goenka currently oversees the groups affairs as Chairman Emeritus. Today, RPG has more than twenty companies across eight business sectors, with a Turnover of Rs. 15,000 cr.

Management Board
The Management Board comprises of highly qualified and experienced professionals from different business areas.

MILE STONES: 2011

CEAT clocks highest net sales and operational profit @ Rs 2783 and @Rs 230Cr

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(YTD Feb10)

After Antwerp in Belgium, CEAT goes abroad once again and opens office in Dubai to tap the growing demand in the Middle East.

CEAT wins Employer Brand awards in the following four categories: 1. 2. 3. 4. BEST HR STRATEGY IN LINE WITH BUSINESS TALENT MANAGEMENT INNOVATIVE RETENTION STRATEGY CONTINUOUS INNOVATION IN HR STRATEGY IN HR AT WORK

IMRB study reveals that CEAT is the most trusted brand in the tyre industry and the second in exports among the ATMA companies.

The companys radial project at Hallol and capacity expansion at Nasik, are on track.

2010

CESC bags thermal power project from Dhariwal Infrastructure. To set up 600 MW thermal power project at Chandrapur in Maharashtra

Gujarat Chief Minister Narendra Modi lays the foundation stone for CEATs Rs. 700 crore new radial tyre plant at Hallol.

CEAT wins Readers Digest Trusted Brand Awards09 KEC International and RPG Cables boards approve merger. Open Media Network launches OPEN, the weekly current affairs and features magazine.

KEC International wins EEPC India Top Exporter Award RPG Cables Highest EBITDA in industry @ 8%
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Zensars revenue was up from Rs 782.93 to Rs 908.08 Cr showing a 16% growth yo-y

Zensars net income grew from Rs 64.03 Cr to Rs 86.56 Cr showing a 35% growth y-o-y

Zensar inaugurates its third Global Delivery Centre in India in Pune in April Zensar gets into a strategic partnership with Twofour Media, renowned for its wide range of factual entertainment and lifestyle programming

Zensar is awarded the Emerging Business Applications Award for 2009 at the Oracle UK Partner Awards

CNBC-TV18s Exporter of the Year Award for the year 2009 - IT, ITES and electronics segment for the third consecutive year at the International Trade was awarded to Zensar

Zensar receives the Certified Advantage Partner Status for Oracle for Middle Easthighest level of partnership status in the region

Zensar is certified by the Indian Department of Scientific and Industrial Research in recognition of the in-house R&D efforts

CEAT opens a Wheel Management centre for trucks CESC ties up with Singapore Power to revamp its distribution system Dr Ganesh Natarajan, Global CEO, Zensar Technologies takes over as NASSCOM Chairman. NASSCOM is the National Association of Software Service Companies in India

2009

Zensar goes Green by launching initiatives to make the Company and the City Green, and to ensure we build energy efficient solutions for our customers
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business

Dr Ganesh Natarajan announced as Management Board Member, is the President of the RPG Information Technology Sector and Vice Chairman and MD of Zensar Technologies

Launched the first ever on-campus Daycare Centre by Zensar in a Pune IT company

Zensar launches its Innovation Park on 3D Virtual World, SecondLife The Company celebrates 15 years of partnership with its customer, a large utilities company in the UK, National Grid

Zensar BPO signs contract with Kotak Mahindra Bank Zensar's Global HR Head made President of National HRD Networks Pune Chapter

RPG group achieves a turnover of 13,500 crore for FY 08 Spencers flagship store of 70,000 sq ft at the South City Mall in Kolkata Spencers first standalone store at Baroda Announcement of exclusive tie-up with the 3 billion Woolworths PLC of UK for retailing the latters internationally acclaimed toy brand, Chad Valley

Announcement of tie-up with Au Bon Pain, the Boston-based fast casual dining and bakery caf chain with more than 200 outlets in the USA, South Korea, Taiwan and Thailand.

Announcement of exclusive tie-up with Beverly Hills Polo Club, Spencers first international tie-up in fashion

CEAT Srilanka wins 11 Awards at National Quality Competition

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CEAT unveils its new logo which is designed to reflect today's CEAT with a vision to meet the demands of tomorrows next generation market.

PCBL has been rated as the second fastest growing Carbon Black Company in the World (Source: CBO Monitor Sep 28, 2007).

PCBL has been ranked 11th by the Economic Times, among the top 100 wealth creators in India for 2007.

PCBL has been rated as the second fastest growing Carbon Black Company in the World (Source: CBO Monitor Sep 28, 2007).

PCBL has been ranked 11th by the Economic Times, among the top 100 wealth creators in India for 2007.

Received SAP ACE 2007 Award for Customer Excellence, from SAP India for best in the Chemical Sector Implementation (Midsize Enterprises Category).

Bhoomi Puja carried out in Mundra on 24th January 2008 for a state of art Greenfield Carbon Black plant of capacity 90,000 MT along with a Power plant of 16 MW.

Carbon Black declared as an independent Business Sector w.e.f. 1st August, 2008. Durgapur 30 MW Power Plant commissioned on September 29, 2008. Raychem RPG won The Best Vendor Award: TYCO Germany 2008 Raychem RPG won The Second Best Vendor Award: SEIMENS Dun & Bradstreet has rated KEC International the number 1 company in terms of returns on networth in India

2008

Strategic advantage in Japan through JV Zensar Advanced Technologies focused on mobile gaming and embedded systems
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Launch of unique and focused service for First Time Outsourcers (FTO) - vast market opportunity by Zensar

Zensar among Fortune Top 10 Global Offshore Outsourcing Providers from India Zensar set up its Poland Centre to lead European Technical Outsourcing Operations Zensar launched unique Hosted Oracle ERP Offering for SMBs Zensar's Insurance Vertical launched with 10 Million USD Business Zensar Offers Technology Collaboration to 33 Universities in Hubei Province of China

Zensar won 11 Mn USD of Oracle Business Zensar and SOA Software announce Global Strategic Partnership RPG group inches closer to the USD 3 billion mark with a turnover of INR 11,500 crore for FY 07

Zensar acquires ThoughtDigital, a leading US-based, Oracle consulting firm RPG in agreement with Fujitsu to acquire controlling stake in Zensar

Quality
RPG Organizational Excellence RPG Organizational Excellence is an effort toward achieving excellence by enhancing performances through clarity of purpose, meticulous planning, tenacious execution and passion to excel. RPG Organizational Approach

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RPG Organizational Approach translates the groups organizational excellence strategy through an effective 3-point program:

Six Sigma TPM Continuous Improvement

RPG Organizational Awards The RPG Organizational Excellence Awards were started to give impetus to the groups excellence movement. Initiated in 1999, these awards aim to encourage higher levels of business excellence among the group companies.

Vision & Values


Vision

SERVICES 1. Power
CESC Ltd.
Profile
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The pioneer of electricity supply in India, CESC Limited commenced power generation and distribution in Kolkata in 1899 with Indias first thermal power station. CESC, one of the few private power utilities, has since grown to a generating capacity of about 1000 MW across four thermal power plants. CESC is a vertically integrated power company and its operation encompasses coal mining, generation and distribution of power. Today, the company serves 15 million people spread over its licensed area of 567 sq. km in the twin cities of Kolkata and Howrah in the State of West Bengal, India. Poised for large growth in demand, CESC is setting up a number of power stations in the country. d conservation of energy.

Noida Power Company Ltd.


Profile Noida Power Company Limited distributes power in Greater Noida, near Delhi in Uttar Pradesh, which has been developed as the industrial hub as well as an urban settlement. The company, which has a customer base of approximately 50,000, reaches out to a population of 4.2 lakh spread across hamlets, villages and a new township spanning an area of 335 sq. km.

The company is a joint venture between the RPG Group and the Greater Noida Industrial Development Authority, an autonomous body of the U.P. government, responsible for town planning and infrastructure development. The venture marks the strategic entry of the Group into privatized distribution of electricity in North India.

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TYRES CEAT
Profile CEAT is a leading tyre manufacturer in India, and one of the most recognized brands in the country. The company also exports a range of tyres to over 130 countries. CEAT Srilanka Profile CEAT -Kelani Associated Holdings (Pvt) Ltd. -A CEAT India Ltd, Associated Motor Ways PLC & Kelani Tyres PLC joint venture-is the largest tyre manufacturer in Sri Lanka.

TRANSMISSION
KEC International Limited
Profile

KEC International Limited is one of the largest Power Transmission Engineering, Procurement & Construction (EPC) companies in the world. KEC has made an indelible mark on the world map by constantly and consistently re-engineering itself to retain its position of leadership in the areas of quality, technology, capacity and capability.
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KEC's strengths lie in the areas of Design, Manufacture, Supply and Construction of Turnkey Projects of Power Transmission lines of voltages up to 800 kV and in the execution of Railway Electrification projects, setting up Sub-stations and power Distribution Networks, Optical Fibre Cable (OPGW) installations, Turnkey Telecom Infrastructure Services and maintenance of Power Transmission Lines. To ensure reliable service, KEC is supported by multi-locational manufacturing facilities, over 60 stringing equipments and a workforce of about 2500+ employees spread over 20 countries. KEC has successfully executed contracts from 800 kV to 33 kV in India and abroad. Till date, KEC has laid down more than 60000 kms of transmission lines of 400 kV which is 1.5 times the circumference of the earth (40000 kms). KEC has gone from strength to strength successfully exporting its EPC services to over 40 countries and widening its client base across the world. The company has an increasingly strong presence in South Asia, Middle East, Central Asia and Africa. Recently, it also made a mark in North America and seeks to serve more opportunities in that region. During its six decades of existence, KEC has helped transmit power to various countries that include Argentina, Australia, Brazil, Canada, Egypt, Ethiopia, Ghana, India, Indonesia, Iran, Iraq, Kenya, Kuwait, Lebanon, Malaysia, New Zealand, Nepal, Nigeria, Philippines, South Africa, Sri Lanka, Saudi Arabia, Sudan, Syria, Tajikistan, Thailand, Tunisia, USA, UAE and Vietnam. Over 60% of the companys revenue comes from the international

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market KEC today, boasts of the largest production capacity in the world for tower manufacturing -- close to 200000 MTs. KEC accomplishes this using three state of the art manufacturing facilities in the strategically advantageous locations of Jaipur in Rajasthan, Nagpur in Maharshtra & Jabalpur in Madhya Pradesh. Besides, it also has three modern tower testing services at Mumbai, Jaipur and Jabalpur which are capable of testing towers up to 1000kV. The combined KEC has become a diversified infrastructure EPC global major with a stated mandate of Building Infrastructure Globally. Thus, from being principally a power transmission play, KEC is today operating through five major business areas:

Power Transmission International Power Transmission South Asia Distribution, Substation & Design Services Telecommunications Infrastructure Railway Infrastructure

RPG CABLES Ltd.


Profile

RPG Cables manufactures and markets power cables in India. The company also exports cables to Sri Lanka, Malaysia, Russia, Zambia, Nigeria, Afghanistan, Mauritius and other parts of the world. The Company is certified for ISO 9001.
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4. INFORMATION TECHNOLOGY Zensar Technologies Profile Zensar is a globally focused software and services company spread across nineteen countries in the world, servicing over 280 active customers, providing end-to-end services from IT development to Business Process Outsourcing, from consulting to implementation. Towards supporting our customers in meeting their business goals, the Company has built and consolidated a comprehensive portfolio of services in IT and BPO that offer a sliding range of benefits along the value chain, from cost to value arbitrage from efficiency gains to lasting business impacts. actices culled from individual and combined experiences.

5. RETAIL
a. Spencers Profile Spencer's Retail Limited is one of India's largest and fastest growing multi-format retailer with 250 stores, including 36 large format stores across 50 cities in India. Spencer's focuses on verticals like food and grocery, fruit and vegetables, electrical and electronics, home and office essentials, garments and fashion accessories, toys, food and personal care, music and books. Established in 1996, Spencer's has become a popular destination for shoppers in India with hypermarkets and convenient stores catering to various shopping needs of its large consumer base.
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Operations

Spencer's has retail footage of over 1.1 million square feet and over 250 Spencer's stores in 50 cities. The company operates through the following formats:

The Spencer's Hyper stores are destination stores, of more than 15,000 sq. ft in size. They offer everything under one roof. The merchandise ranges from fruits & vegetables, processed foods (Ready to Eat, Ready to Cook, FMCG products),specialty foods including international, sugar free, organic foods, etc...groceries, meat, chicken, fish, bakery, chilled and frozen foods, garments, consumer electronics & electrical products, home care, home dcor & home needs, office stationeries, soft toys. Besides, the stores also comprise book & music retailing, electronic gadgets and IT accessories. On an average, a Spencer's hyper stocks 70,000 SKUs across 35,000 items.

The Spencer's stores are neighborhood stores ranging from 1500 less than 15000 sq. ft. These stores stock the necessary range and assortment in fruit and vegetables, fmcg food and non-food, staples and frozen foods and cater to the daily and weekly top-up shopping needs of the consumer. Some of these stores which have floor area of more than 10,000 sq ft sometimes offer home care products; personal care products, bakery, chilled and frozen food; baby care, basics in garments and limited range of electronics and electrical.

b. Music World Profile


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Music World is India's largest chain of music stores retailing the widest range of music & home video products (International and Indian). Operations Music World operates different store formats to service different consumer groups. Products Music World's product portfolio comprises of audio CDs, DVDs and VCDs, CDROMs, Playstation/ PSP Consoles & software, X Box console & software , Nintendo WII console & software, and other music accessories. The company is an important player in the home video market.Music World has successfully forayed into high end 'personal audio' gadgets like Apple iPods, Neo Pods, MP3/MP4 players. The company also offers DVD players, home theatre systems, speakers and headphones. Music download is also available at select stores. The company now provides recharge vouchers of all telecom service providers, DTH service providers & world calling cards.

5. ENTERTAINMENT
Saregama

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Profile Saregama India is an integrated entertainment company with the largest music archive in India. Saregamas businesses include film production, home video, television software and digital distribution of audio and video content. The company represents BBC Worldwide Home video in India. Artiste management, event management and theatrical film distribution are some of the other business interests.

7. CARBON BLACK LTD.


PHILIPS CARBON BLACK LTD.
Profile

Phillips Carbon Black Limited (PCBL) is Indias largest and Worlds 8th largest Carbon Black Company with annual turnover exceeding USD 251 Mn. It is not only the largest exporter of Carbon Black from India but is also one of the largest exporters in Asia. In domestic market, it commands a market share of 41%. PCBL also stands for People Challenging and Breaking Limits. The companys vision is to become World No. 6 by 2011. It is also sharply focussed on being a Learning Organization and achieving Quality and Service Leadership. RPG Group, recognizing the major turnaround achieved during the FY 07 and the subsequent growth phase on which PCBL has embarked upon to capture the opportunities in Carbon Black business, has made Carbon Black an independent Business Sector w.e.f. 1st August 2008.
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8. RPG LIFE SCIENCES LTD.


Profile RPG Life Sciences (formerly Searle India) is a wide-ranging pharmaceutical organization that focuses on current and emerging areas of health care. The company manufactures and markets a range of bulk drugs, formulations and biotechnology products.

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OVERVIEW:
Spencers Retail Limited is a multi-format retailer providing a wide range of quality products to discerning young customers - well-traveled citizens of the world, looking out for authentic flavors and experiences in a fun-filled shopping environment. Our brand positioning Taste the World embodies this approach, delighting shoppers with the best that the world has to offer in terms of interiors, ambience and merchandise. Part of the Rs 15,500crore RPG Group, we run about 250 stores (including about 29 large format stores) across 50 cities in India, employing more than 6,000 people. As one of the earliest entrants in the retail space in India, we have been instrumental in introducing Indian consumers to the concept of organized retailing, becoming the countrys first grocery chain back in 1920, and offering the joys of hypermarket shopping in 2001. A food first retailer we offer both fresh and packaged foods as well as groceries. We also have a wide selection of electronics and electrical equipment, home and office essentials, garments and fashion accessories, toys, and personal care.

HERITAGE:
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Since 1863, Spencers has been a part of the Indian retail landscape. At one time, the Spencers Empire stretched from Peshawar to Cochin, from Karachi to Chittagong, spanning the length and width of undivided India. Originally owned by a British gentleman yes, there was a Mr. Spencer (John William Spencer, to be precise) it acquired Indian ownership in the 1960s, and became part of the RPG Group in 1989. In 1995, RPG Enterprises, the flagship company of the RPG Group, launched Foodworld as a joint venture with Hong-Kong based Dairy Farm International. The joint venture, which operated supermarkets under the name Foodworld and hypermarkets under the name Giant, was terminated in 2006. RPG retained 48 of the 93 stores it owned. These were refurbished and their launch under the brand name, Spencers, kicked off a new phase in both the history of the Spencers brand, and the retailin India. Since inception Spencers has been a consumer-centric brand, constantly innovating, pioneering formats, evolving over time but always keeping consumer needs and satisfaction center-stage. Back in 1920, we were the first grocery chain in India. In 1980, we became the first supermarket chain, and in 2001, we introduced India to the joys of hypermarket shopping. What has remained unchanged almost 150 years is the trust the Spencers brand evokes. To the consumer, it carries the promise of innovation, quality, and service; the confidence that they will always be able to find a Spencers at a convenient location; that it will have a pleasant ambience; and that it will offer a wide range of products at affordable prices.
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In the Indian milieu, there are only two routes to survival discounting and differentiation. Most retailers choose to play the price game. We, however, preferred to focus instead on establishing ourselves as the preferred shopping destination for discerning young customers looking for a range of quality products that let them participate in a global lifestyle. Our brand positioning Taste the World embodies this unique approach, promising consumers a fun-filled shopping environment with the best that the world has to offer in terms of interiors, ambience and merchandise.

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The following characteristics distinguish the Spencers brand and create memorable 360 shopping experiences for consumers:

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Live Kitchen Product Initiatives- Live Counters with Master Chefs preparing gourmet delights are always All supermarketsat buffets we broughtthe same things, right? Wrong. form ofwe do stock popular popular and hypermarkets sell the concept to our stores in the While the Spencers FORMATS ranges, we go Corner, a first-of-its-kind in-storeyou a unique range of products. Chef to a great deal of effort to ensure experience that involves customers even as it Gourmet Centre - Run by an expert Food Scientist cum Cordon Bleu Chef, our food innovation showcases the ingredients displayed in our Specialty Bays. From Salads to Sushi, from wing researches world cuisines and develops recipes for a wide range of popular and trendsetting Pastas to Satays and from Cheese Fondue to Cool mock tails, Spencers Chef Corner dishes. These form the basis for developing our own range of products, which include delicious gives customers an opportunity to learn more about their favorite world cuisines. cookies and sauces, pickles and jams. Ingredients for these dishes are also retailed through our stores, for those whod like to prepare the dishes at home. Modern Menu Footsore and still not done with your shopping? Stop by at our food Edutainment Booklets Want to serve wine but not sure how? Want a recipe for preparing court and treat yourself to a shake, swirl or savory. cheese fondue? Curious to know why organic food is supposed to be better for you? Pick up a booklet and find out. From the story of olive oil to the origins of cocktails, these tell you a little more about the products on offer and how to use them.

Meat, Chicken, Fish - our counters for fresh non-vegetarian items truly represent the finest fresh cuts a shopper can get. Seafood lovers, be sure to take your pick from the live fish-tanks on display.

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Wine & Spirits - Wine ignoramuses or aficionados we cater to both, with a wide range of

As the pioneer in organized food retailing in India, the modern-day Spencers started operations back in the early 90s, in South India. We run more than 250 stores across 50 cities in India. Currently, we offer customers two retail store formats: Convenience stores, called Spencers. Hypermarkets, called Spencers hyper Spencer's are neighborhood stores that cater to the daily and weekly top-up shopping needs of consumers. Ranging from 1,500 to 15,000 sq. ft. in size, they stock, at minimum, an assortment of fruits and vegetables, food and non-food Fast Moving Consumer Goods, staples and frozen foods. The larger of these stores, having a floor area of more than 10,000 sq ft sometimes offer a selected range of baked, chilled and frozen foods; personal and home care products; baby care; basic apparels and electronics and electrical. Spencer's hyper are megastores, which combine a supermarket with a department store. At least 15,000 sq. ft in size, they stock, on average, 70,000 items, giving shoppers fantastic deals across food, fashion, home and entertainment all under one roof. Spencers hyper are destinations for more than just shopping. Country and theme festivals, the Spencers Chef Corner with master chefs showing you how to prepare exotic dishes, Modern Menu our in-store food court, wine or cheese tasting sessions theres always something extra happening at a Spencers hyper FOOD: Choices, more choices, and still more choices make Spencers a foodie heaven. Brands international, national and regional. Farm-fresh fruits and vegetables. Frozen delights. Packaged goodies. Extensive fish and meat counters. Diet food for the calorie
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conscious. Daily groceries as well as exotic ingredients for specialty cuisines. Our own range of sauces, jams, pickles and cookies to give you more options on products and price; as well as quick-serve and ready-to-eat Home Meal Replacements for those times you just dont want to cook. Best of all, a refreshment area where you can stop for a snack to recharge for more shopping! FASHION: Choices, both contemporary and classic. Sporty as you like it, or stylish if you prefer. Office or occasion-specific formals, casuals for lounging or leisure, and accessories like leather items, junk jewelry and footwear to complete the look. Trendy designs in comfortable fits and cheerful colors, to help you give expression to your personal style. Popular labels like Blackberry, Wills Lifestyle, Lee, Levis, Adidas and Puma. The preppy elegance of Beverly Hills Polo Club. Lilliput and Gini & Jony for the kids. Ladybird, one of Europe's oldest brands in children's clothing, available exclusively through us. Our own brands - Island Monks and Mark Nicolas (both for men and women), Asankhya (womens ethnic wear) and Lil Devils (kids). PERSONAL CARE: Good grooming is more than a female fetish its a professional and personal asset for both men and women. We pamper you with our extensive roster of personal care products. Bath and body, hair and skin, toiletries and cosmetics we offer all the major high street brands as well as luxury brands like LOreal, Olay, Insignia, Yardley, Camay. And since we firmly believe its never too soon to start looking good, we offer the most
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trusted names in baby and child care products, perfect for creating beautiful moments for parents and babies to share. HOME: A home is more than the place where you live. It is a place of comfort and companionship, with a huge emotional connect. An area where you stamp your personality. A refuge where you relax, recharge and rejuvenate. And to make it truly your very own home sweet home, we bring you a cornucopia of offerings. Do up your home with trendy but affordable furniture design to save space. Kit out your kitchen with our modular solutions. Splurge on linen for the table or bed. Lay on luggage for all your travel needs. Embellish your home with dcor and artifacts both functional and fashionable - curios, crockery, cutlery, stemware, and more. Delight the kids with toys and educational games, school supplies, room furniture and more.

ENTERTAINMENT: Full featured home theatres. Televisions, big and small. Powerful audio equipment for your continued listening pleasure. Still and video cameras. Computer and video games for all ages. Mobility solutions. Accessories of all kinds. Music and books through Music World. See. Explore. Try out. Whether you are looking for something the entire family can enjoy, or a personal gadget, we offer a wide range of home entertainment products and consumer electronic products to complement your lifestyle and enhance your treasured moments of leisure.
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PRIVATE LABLES: To give customers a wider range of quality products at prices that dont pinch, we offer a host of our own brands across food, fashion, home and entertainment. Go on compare and save.

Smart Choice Fashion Brands Other Brands True to our brand promise - Taste the World we offer customers over 15,000 international products across the categories of food, fashion, home and entertainment.

Indulge yourself with some beauty or bath goodies. Spend a happy afternoon choosing a lipstick or fragrance. Put together your own personal kit for a home facial or spa.Gift a loved one the finest Swiss chocolates and cheeses. Whip up a gourmet Thai, Japanese, Chinese or Italian meal the ingredients are available at our Gourmet store, and our Master Chef will show you how at the Spencers Chef Corner. Savour the wines presented at an instore tasting session, and restock your cellar from our extensive range drawn from as many as 181 countries. Pick up a stylish Beverly Hills Polo Club outfit for yourself or dress up your little one in Ladybird, one of Europe's oldest brands in children's clothing. Treat your child to an interactive game, outdoor activity pack, remote controlled fun car or cuddly soft toy from Chad Valley, one of UKs leading toy brands.

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ALLIANCES: As Indias largest retail chain, Spencers offers a retail trading area of more than one and half million square feet spread across 275 stores in 50 cities. More than 4.5 million shoppers walk into our stores every month. What this translates into is an unmatched 360 solution to promote your brand through product launches, value added services for customers, brand activations, in-store branding and in-store promotional activities. We even have an in-store television network that stimulates sale by demonstrating usage through programming like cooking demos and beauty tips. Reach the captive audience of our premium shoppers with minimum media wastage and maximum brand visibility. We offer the following branding opportunities: Spencers provides you a number of In-store opportunities to showcase your brands. Choose from display screens, offer leaflets to product displays at the perfect spots. Get in touch with consumers with our unique Outdoor opportunities. Get special programs and media that get closest to your audience.

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Spencers organizes regular events that its customers look forward. You can join hands with us for Event partnerships that can mean exploring new avenues and touching new horizons.

If you own or deal in property that satisfies the parameters given below, wed like to know you! Please tell us something about yourself to enable us to explore this opportunity further. Market Potential Value (MPV) per capita of more than 3.0 Catchment area has demographic profile of SEC A+ Business potential of more than Rs 800 per sq ft and property lease rental of less than Rs 40 per sq ft Ground floor location with a car parking area or wide road in front STORE FIXTURES:

Category General Merchandise

Fixture Gondolas of different heights

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Powder-coated mild steel racks Fashion Browsers Gondolas with shelving or hanging arrangement

Wall fixtures with shelving or hanging arrangement, in stainless steel or wood in single laminate shade Electronics & Electricals,Gondolas with wooden or glass shelves supported on mild steel Toys, Home Lifestyle Home Linen structure Pigeon hole racks and low height gondolas with wooden shelves

Books

Wooden gondolas color-coded as per age groups and type of book

Music Fruits & Vegetables Baked Products

Powder-coated steel racks in black Vegetable heapers and racks Wooden bread racks

Chilled & Frozen ProductsFreezers & Chillers

INFORMATION TECHNOLOGY: Technology plays an important role in helping us react to the demands of our customers and suppliers. We are always on the lookout for faster Point of Sale machines;

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productive ERP Solutions, hi-tech monitoring CCTVs and the gamut of hardware and software applications that can help improve operations and enhance the customer experience. CELEBRATIONS: At Spencers, we dont really need a reason to celebrate. Festivals - international, national and regional are a natural cause for us to share joyous moments with our shoppers, as are seasons. Seasons. Opportunities to explore new cultures. Families and each of the members in them. Be sure to drop by the next Spencers celebration in your city! WHY SPENCERS: Spencers Retail, one of Indias largest multi-format retail chain, delights an astonishing 4.5 million customers a month by delivering on its brand promise - Taste the World. Since inception Spencers has been a consumer-centric brand, constantly innovating, pioneering formats, evolving over time but always keeping consumer needs and satisfaction center-stage. Back in 1920, we were the first grocery chain in India. In 1980, we became the first supermarket chain, and in 2001, we introduced India to the joys of hypermarket shopping. Today, our network of 250+ stores covers a retail trading area of 1 million square feet. None of this would have been possible without our people.

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CHAPTER -IV
Retail Marketing Activities In store Communications Out Store Communications Sales Promotional Activities Retail Store Locations Branding Options in Spencers Hyper

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THE MAJOR JOB OF RETAIL MARKETING IS COMMUNICATION. The entire communication process in retiling are divided into two categories. They are In store communications Out store communications.

INSTORE COMMUNICATIONS
In in store communications the major contributions are POP (point of purchase) communication. In store dropdowns Briefing or announcements Tag media. What is a pop?

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POP means point of purchase. What a pop communicates is The pop gives the communication regarding a particular SKU (stock keeping unit). It also communicates the features of that particular SKU. It gives the information of price (Both MRP&CSP). It also communicates the offer which is running on that particular SKU. It gives the information of free offerings, price reductions.

In addition to the above it makes the customer to shop freely without the assistance of C.S.As or sales promoters. It educates the customers through intellectual way of shopping. It motivates the customers to shop more than what they wanted to shop. In case of free offerings, BOGO (BUY 1 GET 1), BUY 3 GET 50% off on MRP, it makes the customers think before they purchase In this way it affects the buying behavior of customers. (i.e.) it motivates the customers towards shopping more. In this way the pop gives the communication of a particular SKU with its features, price indications, the promotional activities running on that product. using 7 nomenclatures to club all promos. These are called markers.
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In Spencers we are

THE OBJECTIVE OF THESE MARKERS: To align look and feel in all designs. To follow one template in one region. DOS AND DONTS TO THE NOMENCLATURE: DOS: Need to follow the enclosed templates only. Need to follow the enclosed nomenclatures only. All product details and you save etc have to be typed in by the individual entering the promos. DONTS: No new nomenclatures should be added. No new adaptation of designs to be locally done. No new fixtures to be added without VM team & project teams approval. THE MARKERS: Best buy only @ Spencers: This will be for category/sub category killer SKUs which will be driving foot falls to the category/sub category.
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SAVE THIS MONTH (offers of this month): This is meant for promo SKUs being advertised for the month long offers. The promotions we can communicate through these markers are BUY 1 GET 1/(1+1) offers Free offerings Buy 2 get 40% off on MRP etc.

SAVE NOW: This goes good with the offers of FMCG and staples with price reductions (price offs) and the %offs on MRP NEW at Spencers: This is meant for the new introductions in Spencers. we can also say that it goes good to promote the exclusive merchandise which are offered in our store.

Only@spencers: To promote exclusive merchandise offered in our store only this


format is applicable. The formats should be enclosed as per the fixtures and promos.

Data strip jacket: It is in the size of 8x21 cm (A6LANDSCAPE).

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This is good for using the promos like monthly offers, weekly offers, price marker indicators

8x21 cms

PEG HOOK HOLDER LABLES:


The size of this is 39mm (Ht) x60mm (Landscape)

This is useful for price marker indication. To communicate save now. Type of communication.

The location of this can be across any categories, mainly at E&E, staples &HWPL.

UNIVERSAL CLIP:
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This should be useful for indicating new arrivals, just in in Spencers.

FLAG SIGN HOLDERS: This is to use A4portrait/A5Portrait/landscape. The formats look good with these flag sign holders are Best Buy, Only at Spencers; shelf flags.

F&V PRICE CASTLES: The measurements of these are 10cms (ht) x 29 cm. It suits well at F&V

DROPDOWNS:
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The dropdowns communicate the offers run in a particular season. Especially regarding the special offers on festivals, the seasons like (summer, rainy, and winter) to communicate our private label SKUS, to communicate HYS (Have your say).

HOW THE DROPDOWNS SHOULD BE HANGED? The dropdowns should be at a level which is readable. Enough dropdowns should be maintained to catch the eye of the customers. The dropdowns shouldnt cover the markers of category or subcategories.

INSTORE TV SCREENS

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Tag media is one of the communication tools through which the monthly offers of that retail chain especially FMCG offers be communicated .Through TV screens at a height watchable by the customers the advertisement of the retail chains, promotions of the entire retail chains be communicated.

IN STORE ANNOUNCEMENTS
One of the interior communication tools through which the weekly offers, daily offers, festival offers be communicated. This is all about interior communication tools of the store. In addition to the above the communication tools like wobblers, price tags designed to a promo are also come under the in store communication tools.

OUT STORE COMMUNICATIONS:

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Print media, broadcasting through FM radios, through leaflets, flexes at the heavy traffic roads, these come under out store communications. LEAFLETS (PRINT MEDIA): A leaflet gives the brief explanation of the promotional campaign. Through the leaflets we can give the information of price offs, free offerings, about the theme offers etc. Here we can also give the pictorial representation of each merchandise by this the customers can understand the promotional campaign very easily.

DRAWBACKS: The major drawbacks of this communication program me is less reach of the message in case of paper insertion why because It passes to the people or subscribers who reads that news paper. But incase of in store distribution it gives good results. It also meant for local advertising in the trading area of any particular store.

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PAPER ADDS: This also comes under print media communication. It also reaches maximum number of customers. Especially during the MAHA SAVING DAYS like 15th August, 26th JAN; on some festivals like Dussera, Pongal, Deevali, and during some seasonal offers like winter offers, summer kool offers; rain rush offers the paper add from HO is given. Through the paper add maximum number of customers around a particular region will aware of the name of the store and the promotional campaign given by the retail chain/store. This is costlier than leaflets (print media). Before buying add space, what we should consider is; The number of people who has the habit of reading Newspapers. The number of Newspapers available in the region. The Newspaper with the largest circulation in that region. The Newspaper which is read by our target customers Cost of add space in that particular Newspaper.

OUTDOOR HOARDINGS: The outdoor hoardings of size 40x40; 40x20ft create attention in the minds of the customers regarding the promotional campaign which is running in the retail chain. Especially besides the heavy traffic roads, near by the places of heavy pedestrian traffic these hoardings capture the attention of people who passes through that way.

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BROADCASTING : Nowadays due to growth in number of FM channels both in cities and in rural regions it has created a demand in the field of advertising. Due to maximum number of listeners in a particular region it has created a lot of demand in the way of communication. Spencers with 93.5SFM cam paining the promotional offers and its theme. VEHICLE/AUTO STICKERRING: This is a process of communication through the moving vehicles like autos, buses. Through this we can also communicate the promotional program. Through this we can communicate the name of promo and its theme to the sec B and sec B+ people

. AUTO BRANDING REGARDING THE EOSS PROMO.

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Events:
Events come under both in store and out store communication tools. Here the events might be of any specific reason oriented like August 15th, Womens day, Ugadi events, Valentines Day, childrens day pongal, Christmas ect. Here the events create a joyful mood of shopping to the shoppers and by conducting the competitive programs and distributing the prizes shoppers enjoy their shopping and they feel enthusiasm to shop on that particular date by recalling the past events. Through the events we make the customers feel happy in the journey of their shopping. It creates a special attention and attraction to the customers.

SALES PROMOTION TOOLS & TECHNIQUES: All techniques and tools of sales promotion are fairly simple and can be reduced to twelve in number. Almost all promotions make use of one or more of those tools, alone or in some carefully developed combination. Price deals (price cuts, cents-off, denote the same thing) Bonus packs(price packs) Coupons Refunds and rebates Trade coupons

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Exchange offers. PRICE DEALS: Price deals are probably the most commonly used promotional techniques. Price deal for customers means in the price of promoted product and the customer saves money on purchases. Such a deal is designed to stimulate the customers to try a new product, to encourage new users. To try an existing product, or to encourage customers to continue product patronage, increase purchase quantity, and accelerate usage rate. Price discounts: A price discount can be used as an offensive as well as defensive tool. More often discounts are offered to match or beat the competitors prices. when used as an offensive weapon, the objective is to generate additional sales and increase market share and long run profits. Price discounts (also called cents off deals)are communicated to the consumers through advertising, at the point of purchase by listing the reduced price on the package or signs near the product or window display, or by the sales people. The price offs or discounts in specncers are communicated through the talkers as like. Rs.5/- off on MRP Save Rs.14/- on MRP 25% off on MRP.

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Such promotions work very well in gaining the attention of customers, particularly at the point of purchase (pop) among similar brands,and may also encourage impulse buying.

Price Pack Deals: Price pack deals also called value-packs. This may take any of the two forms, bonus pack and banded pack. In case of bonus pack offer, an additional quantity of the same product is offered free when the standard pack size of the product is purchased at a regular price. A variation of this offer, and more commonly observed, is when the marketer develops special packs of the product containing more quantity ,but the price is proportionately low. For example, the regular price of a standard pack of a product is Rs.50/- and the quantity contained in the pack is 100 gms. For the purpose of sales promotions the company offers a special pack containing 150 gms and the price is 62/only. While coming to banded pack offers two or more units of a product are sold at a reduced price compared to the regular price. Another variation of this technique is BUY 1 GET 1 FREE, or some similar offer (it could be same for less or more for the same. This also offers consumers the satisfaction of being smart shoppers. COUPONS:

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Coupons can be considered as certificates offered by retailers or manufacturers that entitle the owner to some stated savings or claim the specified thing. Coupons bear a date of expiry and can not be redeemed after the cut off date. Offer of a coupon is a very versatile technique and can be used to achieve many different sales promotion objectives. When coupons are offered by the manufacturer all the costs associated with advertising and distributing the coupons, redeemed their face values, and paying retailers a fee for handling ,is borne by the manufacturer. When retailers offer coupons of their own, they have to bear all the above mentioned costs themselves. Coupons originating from the manufacturers are redeemed at any retail shop that carries the promoted product. The retailers serve as the agents of the manufacturers along with their claims of reimbursement. Retailer-originated coupons are redeemable only at their stores. For example a retailer with a group of chain stores. The retailer originated coupons have only one objective, to encourage the consumer to shop at a particular store. Their interest is not tied up with any brand or manufacturer, unless there has been an agreement with the marketer. of some co-operative venture. In such a case the objective would be to

encourage shopping at a particular store and buy a certain manufacturer brand. Coupons distribution: The coupons may be distributed through Print media(through news paper, magazines) Direct mail Product packages

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Through retailers

Refunds or rebates: The terms refund and rebate are used as meaning the same thing/long ago. There is a subtle difference between these two terms. Refund is payment of money, and a rebate as a part of the original payment for some service or merchandise. This means a refund is payment of total money paid for the purchase, while the rebate represents repayment of only of part of the money paid for purchase. Contests and sweep stakes: These are part of interest promotion because such promotions create not only interest but also produce excitement and enthusiasm in customers. This seems to be quite a bit of confusion in understanding these terms. A contest (Event) requires the participants to perform some task. For example, the participants may be required to write a slogan, choose a name, or create a design, etc, To decide which entries are first, second or third etc, an expert or panel of experts examines the entries and judges the winning ones. The prizes, depending on the announced number of prizes are declared. A contest is based on testing the skill or ability and may not involve the proof of purchase (this is called a consideration) to enter the contests. A sweepstakes is a random drawing and is sometimes called a chance contest. This too many may not involve the purchase of any product or service.

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In addition to the above, exchange offers, melas, free servicing also come under promotional tools.

RETAIL STORE LOCATIONS Considerable things for store locations


Population and Your Customer

If you are choosing a city or state to locate your retail store, research the area thoroughly before making a final decision. Read local papers and speak to other small businesses in the area. Obtain location demographics from the local library, chamber of commerce or the Census Bureau. Any of these sources should have information on the area's population, income and age. You know who your customers are, so make sure you find a location where your customers live, work and shop.

Accessibility, Visibility and Traffic: Don't confuse a lot of traffic for a lot
of customers. Retailers want to be located where there are many shoppers but only if that shopper meets the definition of their target market. Small retail stores may benefit from the traffic of nearby larger stores.

How many people walk or drive past the location. Is the area served by public transportation?
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Can customers and delivery trucks easily get in and out of the parking lot? Is there adequate parking? Depending on the type of business, it would be wise to have somewhere between 5 to 8 parking spaces per 1,000 square feet of retail space. When considering visibility, look at the location from the customer's view point. Can the store be seen from the main flow of traffic? Will your sign be easily seen? In many cases, the better visibility your retail store has, the less advertising needed. A specialty retail store located six miles out of town in a free standing building will need more marketing than a shopping store located in a mall.

Signage, Zoning and Planning: Before signing a lease, be sure you


understand all the rules, policies and procedures related to your retail store location. Contact the local city hall and zoning commission for information on regulations regarding signage. Ask about any restrictions that may affect your retail operation and any future planning that could change traffic, such as highway construction.

Competition and Neighbors: Other area businesses in your prospective


location can actually help or hurt your retail shop. Determine if the types of businesses nearby are compatible you're your store. For example, a high-end fashion boutique may not be successful next door to a discount variety store. Place it next to a nail or hair salon and it may do much more business.

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Location Costs: Besides the base rent, consider all costs involved when
choosing a retail store location.

Who pays for lawn care, building maintenance, utilities and security? Who pays for the upkeep and repair of the heating/air units? If the location is remote, how much additional marketing will it take for customers to find you? How much is the average utility bill? Will you need to make any repairs, do any painting or remodeling to have the location fit your needs? Will the retailer be responsible for property taxes?

The location you can afford now and what you can afford in the future should vary. It is difficult to create sales projects on a new business, but one way to get help in determining how much rent you can pay is to find out what sales similar retail businesses are making and how much rent they're paying.

Special Considerations

Your retail shop may require special considerations. Make a list of any unique characteristic of your business that may need to be addressed.

Will the store require special lighting, fixtures or other hardware installed? Are restrooms for staff and customers available?

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Is there adequate fire and police protection for the area? Is there sanitation service available? Does the parking lot and building exterior have adequate lighting? Does the building have a canopy that provides shelter if raining? What is the crime rate in the area?
Are there (blue laws) restrictions on Sunday sales?

Don't feel rushed into making a decision on where to put your retail store. Take your time, research the area and have patience. If you have to change your schedule and push back the date of the store's opening, than do so. Waiting to find the perfect store location is better than just settling for the first place that comes along. The wrong location choice could be devastating to your retail business.

IMPORTANCE OF STORE LOCATIONS Locating the retail store in the right place was considered to be adequate for success. Over the years, with the advent of non-store retailing and the increase in web base retail, merely choosing the right location is not adequate. However, the retail location is an important part of the retail strategy, as the location of the store conveys a fair amount of the image; it also influences the merchandise mix and the interior layout of the store. While a retailer can change his merchandise mix, adjust prices, improve communication with consumers and offer better service, once a store comes into existence it is fairly difficult to change the location, moving from one location to another may result

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in the loss of customers and employees, moreover, the new location may not always have the benefits of the earlier one.

TYPES OF RETAIL LOCATIONS


Typically a store location may be a 1) Freestanding/isolated store, 2) Part of a business district, or 3) Part of a shopping center

1.Isolated store or a freestanding location


A freestanding location is a store located along a major traffic artery, without any other competitive Retailers around. The biggest advantage of such a location is that there is no competition around. Due to this, rents are usually low and facilities like ample parking are available.

2.Part of a business district


a retail store can also be located as a part of a business district. a business district is the place of commerce in a city, which developed historically as the centre of trade and commerce in the city. It is characterized by peak land rates and intense developments.

3.Part of a shopping centre

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a shopping centre has been defined by the international council of shopping centers as, a group of retail and other commercial establishments that is planned, developed, owned and managed as a single property. The availability of parking is an important feature of a shopping centre.

STEPS INVOLVED IN CHOOSING A RETAIL LOCATION


In order to arrive at the decision on where to locate the retail store, a retailer needs to first decide on the region that he wants to locate the store. Identifies the market in which to locate the store. Evaluate the demand and supplies within that market, i.e determine the market potential. Identify the most attractive sites. Select the best site available.

Step1: Market identification


The first step in arriving at a decision on retail location is to identify the markets attractiveness to a retailer.

Step 2: Determining the market potential


In order to determine the market potential, the retailer needs to take into consideration various elements. The chief among them are a) Demographic features of the population
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Understanding the features of the population is integral to developing a retail marketing strategy. Data on population, size of the population, gender, educational back ground, economic back ground, and life styles are considerable things here.
b) The characteristics of the households in the area:

The retailer needs to have a clear idea about the average household income and the distribution of this income in the area. This is very essentials the level of income largely determines the kind of retail facilities required. c) Competition and compatibility While determining the market potential, it is necessary to check the compatibility of the retail store with the other retail outlets in an area. While it is necessary to check the level of compatibility, it is also necessary to do an analysis of who the competition is in the proposed area. d) Trade area analysis A trade area is the geographic area that generates the majority of the customers for the store. Knowing the boundaries of the trade area helps the retailer estimate the number of potential customers that may patronize the store.

Steps3 &4 Identify alternate sites and select the site


After having determined the market potential and taking a decision on the location of the store, a retailer has to select the site to locate the store. a) Traffic

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This refers to both pedestrian and vehicular traffic. The traffic that store. However, it is essential that the traffic is suitable to the kind of products to be retailed in the store for example; the kind of traffic required by a retailer of high fashion garments is different from the kind of traffic that may be needed for a hyper market. b) Accessibility of the market is also a key factor Accessibility of the market is defined in terms of availability of public transport and road/local train connections to the market c) The total number of stores and the type of stores that exist in the area A market with a large number of stores usually has more people visiting the area than locations where only one or two stores exist. The type of stores that exist in the area is also equally important.

BRANDING OPTIONS IN SPENCERS HYPER

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BASKET BRANDING

2 way branding of basket


PURPOSE: - 1 To make the customers recall of the brand name Spencers

2 To increase the brand loyalty of the store.

TROLLEY BRANDING

3-way branding of shopping carts.

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PURPOSE:1 It also useful for improve the brand name Spencers. 2 It is useful for providing other income to the store by offering the manufacture brands for their advertising.

RETAIL TELEVISION NET WORK

PURPOSE:- To advertise Spencers brands, formats, Private labels, monthly promo FMCG offers. CEILING DROPDOWN

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PURPOSE: - To communicate promotions on season based, to communicate the offers on private labels.

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CHAPTER-V Questionnaire

Summary

Observations or findings in the store Suggestions

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ANNEXURE SPENCERS HYPER MARKET kakinada NAME ADDRESS REG. NO CELL. NO

QUESTIONNAIRE
1.

How do you feel the offers given by Spencers?


1) Satisfactory 2) Happy 3) Not bad 4) No comment

2. Do you feel that Spencers is better than other formats in Kakinada ? 1) NO 2) May be 3) Yes
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4) No comment 3. How do you feel the prices offered by Spencers? When compared to others? 1) High 2) Better 3) Reasonable 4) No comment 4 why do you choose to visit this store? 1) Good ambiance 2) Product availability 3) Good customer service 4) All the above 5 Do you feel the communication given through pop is comfortable? 1) Yes 2) No

6 Are you satisfied with the customer service? 1) Yes 2) No 3) Not bad 4) Satisfactory

7. Is the location is comfortable to come? 1) Yes


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2) No 8. Do you think that Spencers has provided all quality products? 1) Yes 2) No 3) Not bad 4) Satisfactory
9. Do

you know about hara bhara offer on F&V on every Wednesday? 1) No communication 2) No 3) Yes 4) No answer 10. How the sales men responses after you enter the store? 1) Good 2) Not available many times 3) Good response after asking sales people

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1. How do you feel the offers given by Spencers?

Response S.NO 1 2 3 4 Satisfactory Happy Not bad No comment

No. of respondents N=160 32 64 48 16

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INTERPRETATION: From the above analysis we can conclude that 40% of


the customers feel happy with the offers given by Spencers; 20% of the customers feel that they are satisfactory with the offers. In the same way 30% of the customers feel that the offers are not bad. .

2. Do you feel that Spencers is better than other formats in Vijayawada?

S.NO 1 2 3 4

Response No May be Yes No comment

No. of respondents N=160 32 64 48 16

INTERPRETATION: From the above analysis we can conclude that 20% of


the customers did not agree Spencers format is better when compared to 98

other formats. 40% of the customers feel that Spencers may be better than other formats. In the same way 30% of the customers say yes to the format. And from 10% no comment was given.

3. How do you feel the prices offered by Spencers? When compared to others? S.NO 1 2 3 4 Response High Better Reasonable No comment No of respondents N= 160 77 45 19 19

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INTERPRETATION: From the above analysis we can conclude that 48% of


the respondents feel that the prices are very high;12% feel reasonable ; 28%feel that better;12%of customers did not comment.

4 why do you choose to visit this store? Number of respondents N=160 19 35 28 78

S. no 1 2 3 4

Response Good ambiance product availability Good customer Service All above

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INTERPRETATION: From the above analysis we can conclude that 12% of


the customers are coming to Spencers for the sake of good ambiance.22% for the sake of product availability. And 18% of the customers satisfied with the customer service. And finally 48% liked all options.

5 Do you feel the communication given through pop is comfortable? S. no 1 2 Response Yes No Number of responding N=160 128 32

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INTERPRETATION: From the above analysis 80% of the customers feel


happy with the communication given through POP is clear.20%of the customers feel that the communication is not clear.

6 Are you satisfied with the customer service? S. no 1 2 3 4 Response Yes No Not bad Improved Number of respondents N=160 90 19 36 15

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INTERPRETATION: From the above analysis 56% of customers feel happy


with the service.12% of customers feel unhappy.22% customers feel some what satisfied. And 10% of the customers feel that services should be improved.

7. Is the location is comfortable to come?

S .no 1 2

Respon se
Yes No

number of responding N=160 160 0

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INTERPRETATION: From the above analysis we can come to a conclusion


that customers feel happy with the store location.

8. Do you think that Spencers has provided all quality products? S.NO 1 2 3 4 Response Yes NO Not bad Satisfactory No of respondents N=160 96 13 19 32

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INTERPRETATION: From the above analysis we can conclude that 60%o


the customers feel happy with the quality of offerings.20%feel satisfactory.8% didnt agree with quality.12% feel that not bad.

9 .Do you know about hara bhara offer on F&V on every Wednesday? number of responding N=160 33 44 71 12

S. no 1 2 3 4

Response No communication No Yes No answer

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INTERPRETATION: From the above conclusion 21% feel that there is no


proper communication they got.28%said that they dont know.43% said that they knew. From 8% no comment.

10. How the sales men responses after you enter the store?
S. no 1 2 3 Response Good Not available many times Good response after asking the products Number of responding N=160 96 25 39

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INTERPRETATION: From the above we can come to a conclusion that


60% of customers feel happy with the response from the sales people.16% feel that they are not available.24% feel that they got good response after they asked.

SUMMARY/CONCLUSION

From the above analysis we can conclude the following. Customers feel happy with the offers given by spencers.

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Spencers customers feel that the format is better than other formats in Kakinada. Some customers felt that some formats are better than spencers in kakinada. Spencers customers feel that the prices of some items like staples are high. From this we can conclude that Kakinada customers are price sensitive.

Due to the reasons like good ambiance, good customer service, good assortment the customers are selecting the store to visit. Maximum no of customers feel happy with the communication given through POP is comfortable. Although customers feel happy with the customer service, some customers giving suggestions to improve the present services. From the above analysis we can conclude that customers feel happy with the present location.

Customers in Kakinada satisfied with the quality offered by spencers. Although the communication about Hara bhara offer is sufficient, it should be increased so as get maximum response from customers.

Customers feel happy with the c.s.a s response in the floor.

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OBSERVATIONS IN THE SPENCERS HYPER MARKET AT KAKINADA


Spencers hyper market is located near by the Srinivasa theatre .

The hyper market has a trading area of 19,254 sq. ft.


The store is located beside the Pitapuram Road .So it is a convenient to the

customers who comes from distant places through four wheelers. Near the store there is a junction which allows the customers to reach from four corners of the junction. The store has adequate parking facility (For nearly 25 four wheelers at a time under the ground floor of the store. The store is surrounded by the no of employee colonies like LIC, Dairy, Gazetted, which is a boon the location. The availability of wide assortment under one roof of store is attracting the maximum number of customers and creating a great shopping experience to them. The ambiance of the store is very good in attracting and creating a great shopping experience to customers. The assortment(categories)in the store are 1.Fashion(garments),2.staples,3.FMCG,4.HWPFL(Home,work,play,lenin,furniture) ,4.F&V(Fruits and vegetables) and E&E(Electricals and electronics).

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In addition to wide assortment wide range in each product category is another attraction in Spencers hyper market. In addition to the offerings of Spencers the offerings of the sis (store in stores) is a attracting the customers and making them habituated to a particular sis. The quality of the products like staples, F&V and food section in FMCG is making the customers loyal to the store. On the brand name of Spencers smart choice and Right value with small price variations Spencers satisfies the needs of the each segment of people. Availability of private label brands in Spencers which are competing the manufacturer brands are also satisfying the customers who are price sensitive and quality preferred. The marketing activities (In store &out store communications) making the customers to shop at Spencers. In this way the marketing activities succeeded in raising the number of walk-ins of store.
The In-store communications like POP, In-store drop downs, In - store leaflet

distribution, In - store announcements making the customers impulse buying. In this way the marketing team is succeeded in giving proper communication. The out store communications like paper insertions, paper adds, outdoor hoardings, auto branding, through broadcasting, FM radios, reaching the customers and it affects the customers towards shopping.

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By offering trolley branding, pillar branding, wall branding, sis(store in stores/concessionaries) the marketing department provides other income to the store. Through the aisle promotions for new products also the store is providing the other income to the store. The Harra Bharra offer for fresh fruits and vegetables on every Wednesday providing fruits and vegetables at lower prices to the customers. During the promotional campaign the dropdowns, wobblers, flexile banners creating brand loyalty to the store. The customer service in Spencers in the exchange of merchandise, free home delivery, HYS (Have your say) causing the customer delight.

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Suggestions:
The customers of Spencers feel unhappy with the updated items like cool drinks, some food items in the store which are offering through promotions. So, before offering those items care should be taken. Customers at store especially on weekends feel unhappy at the check-out point. Some customers feel unhappy with the updated packets in staples. So, before stocking the merchandise the packs should be verified. Some customers feel unhappy with the way of bagging done by the bagging people of the store. Customers feel unhappy with the terms and of any promotion campaign. Sometimes it makes the angry of the people. Sometimes the offers communicated through leaflets making customers unhappy because the offers in the leaflets are not coming in the cast till. Some customers feel unhappy because of the location of the store. So the communication should be given in a proper way to avoid confusion in customers. The unavailability of C.S.As and C.S.S s making the customers unhappy.
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The communication through signage is not properly going in the minds of the customers. So the marketing team should take care of giving the proper signage.

Customer service in the store to implemented to get maximum satisfaction levels from the customers.

BIBLOGRAPHY
RETAIL MARKETING BY LEVI & WEITZ. MARKETING MANAGEMENT BY PHILIP KOTLER & KELVIN LANE KILLER SALES PROMOTION & ADVERTISING BY S.H KHAZMI.

Websites www.rpggroup.com www.spencersreatail.com www.imagesretail.com

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