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A PROJECT REPORT ON

IMPACT OF MARKETING ACTIVITIES


FROM
NAME OF THE COMPANY

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE

OF MASTER OF BUSINESS ADMINISTRATION 2009-2011 SUBMITTED BY: Raj Hussain ROLL.NO.1203102100 Admission No. 12SOB102106 MBA- 3rd SEM. UNDER GUIDENCEOF (Mr. Neeraj Juneja)

Galgotias University
Yamuna Expressway Greater Noida

CERTIFICATE OF INSTITUTE
This is to certify that Raj Husain is a bona fied student of MBA 3rd Semester during session 2012-2014.Project Report entitled Impact of marketing Activities Retail Management has been prepared by him in partial fulfillment of the award of Master Degree in Business Administration of Galgotias University Greater Noida. His report is satisfactory and not copied from anywhere to the best of my knowledge.

We wish him a very bright and successful career.

Project Coordinator: Mr. Neeraj Juneja

(HOD) Prof. Sushil. Dixit

Date:

AKNOWLEGMENT
I extent my gratitude to Mr. Jai Veer Singh The H.R. Manager and Mr. Lucky The H.R. Person of VISHAL RETAIL LIMITED for giving me an opportunity to work on a very interesting project. It helped me to understand the functions of retail company, its product and consumer behavior.

I also extent a word of thanks to Mr. Neeraj Juneja guide faculty who helped me on this interesting project under their guidance and support.

I also would like to thanks to Galgotias University. and the faculty for providing me support and guidance during the project.

My 45 day association with VISHAL MEGA MART has enhanced my knowledge and understanding of corporate world in Retail Sector in particular. All the interactions have been really fruitful and have added to make this an enriching experience.

DECLARATION

This is Certify that myself Raj Hussain MBA Student Galgotias University in Session 2012-2014 I have Undergone 45dayss summer Training in VISHAL MEGA MART Gorakhpur.

I have completed my summer training as per G.U. Rule.

All the information that is given in Certificate is true as per my Knowledge if there is any mistake any action can be taken against me.

Thanks

Signature

Date:

Name- Raj Hussain

TABLE OF CONTENT:
(1) Executive summary (2) Objective of project (3) Project profile (4) Introduction of topic (5) Company profile (6) Swot Analysis (7) Research methodology (8) Sampling Technique (9) Sample Size (10) Sample Unit (11) Sampling Area (12) Recomendation (13) Conclusion (14) Questionnaires (15) Bibliography \\

EXECUTIVE SUMMARY
A summer Training project study and training was under taken with VISHAL MEGA MART, An Indian leading Retail Company under the guidance of Mr. Navin yadav, store manger and Mr. Vivek, asst. store manager.

The training included study of consumer behavior to retail company and competitive study of VISHAL MEGA MART with its competitors, study of daily footfall and sales and Plano gram and to understand the retail operations.

The behavioral study included a survey, which was carried out among the various customers of VISHAL MEGA MART WELCOME. The objective of the study was to understand the needs expectations and requirement of customers and to what extent VISHAL MEGA MART is reaching up to their expectations.

The competitive study included the study of offers, schemes and discount for the customers given by VISHAL MEGA MART and its competitors.

The study of daily footfall and sales included to study foot fall and sales regularly and to compare that what day selling is falling and why it is falling and selling can be increased.

This project report suggests prospective locations and site


where Vishal retail can open up its new stores. Area covered is Gorakhpur where presently it has 1 stores. It also includes details about the consumer who come at Vishal mega mart for shopping. A survey was conducted to know behavior of consumers while they go for shopping in a particular retail store.

A questionnaire has been drafted for the same, to understand


the psyche of the VISHAL MEGA MART customers to know their needs and expectations which can be further utilized by the company to gain a competitive edge over the competitors.

On the basis of analysis done and key finding, Gorakhpur region was scanned and SWOT analysis of each and every corner was done to find the prospective location where Vishal retail can open its future stores.

Retail operations like study of layouts, Plano gram, etc These all things have enhanced my knowledge therefore once again I would like to thanks to all those help me for this interesting project.

Thanking you

Objectives of project

1. To study the consumer behavior with respect to VISHAL MEGA MART.

2. Determine the factors that influence the decision of customers.

3. To study the daily footfall and sales and how sale can increase.

4. To understand the retail operations.

1. INTRODUCTION OF RETAIL INDUSTRY


DEFINITION AND SCOPE OF RETAILING: The word retail is derived from the French word retailer, meaning to cut a piece off or to break bulk. In simple terms, it implies a first-hand transaction with the customer. Retailing can be defined as the buying and selling of goods and services. It can also be defined as the timely delivery of goods and services demanded by consumers at prices that are competitive and affordable.

Retailing involves a direct interface with the customer and the coordination of business activities from end to endright from the concept or design stage of a product or offering, to its delivery and post-delivery service to the customer. The industry has contributed to the economic growth of many countries and is undoubtedly one of the fastest changing and dynamic industries in the world today.

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TYPES OF RETAIL
The retail industry is divided into organized and unorganized sectors. 1. ORGANIZED RETAIL : Organized retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed

hypermarkets and retail chains, and also the privately owned large retail businesses.

Organized Retail 3%

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2-UNORGANIZED RETAIL :

Unorganized retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local shops, owner manage general stores, provision shops, convenience stores, hand cart and pavement vendors, etc.
Unorganized Retail 97%

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POPULAR RETAIL FORMATS IN INDIA : There are following formats:

Malls: These are the largest form of retail formats. They


provide an ideal shopping experience by providing a mix of all kinds of products and services, food and entertainment under one roof. Examples are Sahara Mall, TDI Mall in Agra.

Specialty Stores: The retail chains, which deal in specific


categories and provide deep assortment in them are specialty stores. Examples are RPG's Music World, Mumbai's bookstore Crossword, etc.

Discount stores: These are the stores or factory outlets


that provide discount on the MRP items. They focus on mass selling and reaching economies of scale or selling the stock left after the season is over.

Hypermarkets/Supermarkets: These are generally


large self-service outlets, offering a variety of categories with deep assortments. These stores contribute 30% of all food

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and grocery organized retail sales. Example: Big Bazaar. VISHAL MEGA MART, SPENCER HYPER, etc.

Convenience stores: They are comparatively smaller


stores located near residential areas. They are open for an extended period of the day and have a limited variety of stock and convenience products. Prices are slightly higher due to the convenience given to the customers.

E-Retailers: These are retailers that provide online facility


of buying and selling products and services via Internet. They provide a picture and description of the product. A lot of such retailers are booming in the industry, as this method

Convenience and a wide variety for customer. But it does not provide a feel of the product and is sometimes not authentic. Examples are Amazon.com, Ebay.com, etc.

Vending: This kind of retailing is making incursions into


the industry. Smaller products such as beverages, snacks are some the items that can be bought through vending machines. At present, it is not very common in India.

Mom-and-pop stores: These are generally family-owned


businesses catering to small sections of society. They are small, individually run and handled retail outlets.

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Category killers: Small specialty stores have expanded to


offer a range of categories. They have widened their vision in terms of the number of categories. They are called category killers as they specialize in their fields, such as electronics (Best Buy) and sporting goods (Sport Authority).

Department stores: These are the general merchandise


retailers offering various kinds of quality products and services.

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IMPACT OF RETAIL ON THE ECONOMY :


1. A booming USD 300 Billion retail market in India. It is the 9th largest retail.

2. 10% annual growth in Indian retail market since 2000.

3. The organized retail sector is growing at 40-45% followed by greater china at 27%.

4. India has one retail outlet per 90 people, one of the highest densities of the world.

5. 8% of the Indian population is employed by the retail sector ;( 22 million people) second only to agriculture.

6. The retail industry in India accounts for 10% of the GDP.

7. Ranked second in a Global Retail Development Index of 30 developing countries drawn up by AT Kearney.

8. India is rated the fifth most attractive emerging retail market: a potential goldmine.
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GLOBAL AND INDIAN RETAIL PLAYERS:

1. GLOBAL PLAYERS :
(1) WALMART

(2) KINGFISHER

(3) COSTCO

(4) TESCO

(5) CARREFOUR

(6) TARGET

(7) KMART

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2. INDIAN PLAYERS:

(1) VISHAL MEGA MART

(2) BIG BAZAR

(3) BIG APPLE

(4) RELIANCE

(5) PANTALOON

(6) MORE

(7) INDIA BULLS

(8) SUBHIKSHA

(9) PIRAMYD

(10) DABUR

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INTRODUCTION OF VISHAL MEGA MART

http://www.vishalmegamart.net

A short note on company profile:


What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a conglomerate encompassing 126 showrooms in 83 cities / 20 states. Indias first hyper-market has also been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of the singe largest collection of goods and commodities sold under one roof in India.

The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr. Ram Chandra Aggarwal. The group had of turnover Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007 The groups prime focus is on retailing. The vishal stores offer affordable family fashion at prices to suit every pocket. The groups philosophy is integration and towards this end has

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initiated backward integration in the field of high fashion by setting up a state of the art manufacturing facility to support its retail endeavors.

Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000 products range which fulfills all your household needs, and can be catered to less than one roof. It is covering about 24, 04,982 sq. ft. in 20 states across India. Each store gives you international quality goods and prices hard to match. The cost benefit that is derived from the large central purchase of goods and services is passed on to the consumer.

Annual turn over of the company:

The group had a turnover of Rs. 1463.12 million for fiscal 2005. The group had of turnover Rs 2884.43 million for fiscal 2006. Rs. 6026.53 million for fiscal 2007.

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Ambitious growth plans Vishal Retail continues to have ambitious growth plans, targeting 190 stores with over 3.7 million square feet by FY-09 and over 500 stores with 10 million sq ft by FY-11. It also intends to invest in logistics, restaurants and consumer PE fund (similar to that run by Pantaloon). Expansion is to be led by Tier-3 and Tier-4 towns, which might mean lower ticket sizes and average sales per sq ft, although profitability may remain at the same levels due to lower rent and employee costs. To meet its expansion plans for the next three years, Vishal would have to invest about Rs 2,500 corer. The company has little by way of internal accruals. Vishal intends to fund its expansion plans through a 2:1 combination of debt and equity. It is already heavily leveraged and bears an interest cost of 11.75 per cent on its loans. This could go up in a rising interest rate environment. These circumstances call for a moderation in growth expectations.

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BUSINESS STRATEGY:

Company competitors:
1. BIGBAZAR 2. PANTALOON RETAIL 3. SALASAR 4. SPENCER 5. SUBHIKSHA 6. RELIANCE RETAIL 7. INDIA BULLS RETAIL 8. DABUR RETAIL 9. SABAKA BAZAR 10. MORE

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SIZE OF THE COMPANY:

Total no. of showrooms in all India. Total area covered by Vishal Retail in India. Total no. of states in which Vishal is situated. Total no. of cities in which Vishal is situated. Total no. of products. Total no. of showrooms in all north zone. Total area covered by Vishal Retail in North zone

126 showrooms

24, 04,982 sq. ft..

20 states across India.

83 cities.

About 70,000 81

13,99,096 sq. ft.

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FOUNDER OF THE COMPANY:

Mr. Ramchandra Agarwal Agarwal

Mrs. Uma Agarwal

Mr. Surendra

Mr. Ram Chandra Agarwal (HUF), Unicon Marketing Private Limited, icon Commodities Private Limited and Vishal Water World Private Limited.

Promoter Group:

Mrs. Santa Devi Agarwal,

Mr. Rajendra Kumar Agarwal,

Mrs. Sunita Agarwal,

Master Sudhanshu Agarwal,

Master Rohit Agarwal,

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Master Akash Agarwal,

Ms. Shreya Agarwal,

Mrs. Shakuntala Todi,

Mrs. Sushila Adukia,

Mr. SantoshBajoria,

Mrs. Krishna Bajoria,

Mr. Hemant Bajoria,

Mr. Raj Kumar Bajoria,

Mrs. Renu Agarwal,

Mrs. Karuna Agarwal,

Mrs. Madhu Kothari,

Island Enterprises

And Sunita Fashion Private Limited

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Prospectus The prospectus filed with the Roc in terms of Section 60 of the Companies Act, containing, among other things, the Issue Price that is determined at the end of the Book Building Process, the size of the Issue and certain other information.

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Introduction of VISHAL MEGA MART WELOME STORE

Location of the store:


Store is situated on WELCOME NEAR BY WELCOME METRO STATION. It is the main point of Delhi and good for selling. There are many colonies nearby store like Loni, Shahadra, Avas Vikas Colony etc. This area is full of customers and there are no big competitors of VISHAL MEGA MART in that area.

Store Management:

1. Store Manager
3. Admin.

Mr. Navin yadav Mr. Vivek Mr. Pratap singh panwar

2. Asst. Store Manager : :

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Store Size:

Total no. of floors. Total Area. Average sale per month.

2 19500 sq. ft. About 100,00,000.00/month.

Competitors in that Area:


There is no big competitor of Vishal Mega Mart in that area. There are only two small competitors. 1. SALASAR 2. SUBHIKSHA

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STUDY THE CONSUMER BEHAVIOUR

The Behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products, services, and ideas.

FOCUS ON WHAT IT MEANS

Consumer Behavior focuses on how individuals make decisions to spend their available resources i.e. TIME, MONEY, and EFFORT on CONSUMPTION related items.

To study on consumer behavior I took help of the following questioner.

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Data collection methods :


The Quantitative data collection methods rely on random sampling and structured data collection instruments that fit diverse experiences into predetermined response categories. They produce results that are easy to summarize, compare, and generalize. Quantitative research is concerned with testing hypotheses derived from theory and/or being able to estimate the size of a phenomenon of interest. Depending on the research question, participants may be randomly assigned to different treatments. If this is not feasible, the researcher may collect data on participant and situational characteristics in order to statistically control for their influence on the dependent, or outcome, variable. If the intent is to generalize from the research participants to a larger population, the researcher will employ probability sampling to select participants. Typical quantitative data

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OUT PUT OF STUDY ON CUSTOMER BEHAVIOUR


1. Out of 500, 260 customers like vishal and rest like big bazaar.

2. Out of 500 , 290 customers visited vishal once in a week and 110 once in a month and 70 once in a day and 30 once in 2 day

3. 390 customers prefer vishal due to variety of products and 80 like offers & schemes and few customers come to vishal due to location.

4. 380 customers out of 500 like home ware & house hold and more than 100 customers like appraisal section.

5. 360 customers out of 500 are satisfied with vishal prices.

6. 265 customers are satisfied with quality. 7. 380 customers are satisfied with employees behaviors.
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8. 430 customers out of 500 prefer cash payments.

9. 320 customers comes from 0-5 kilometers, 180 customers comes from above 05 kilometers.

10.180 customers come by cars &320 customers come by others.

11.170 belongs to age group 15-25 130 belongs to age group 25-35

70 belongs to age group more than 45

12. 190 are student, 110are business, 75 are professionals, 30 are serviceman, and 95 are house hold out of 500.

13.270 belongs to income group nil, 172 belongs to 10000-20000 and 45 belongs to 20000-40000 and Remaining to 40000-80000.

14.500 out of 500 customers say that will visit vishal store.

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LIMITATIONS OF THE STUDY: Sometime respondents are not taking interest in such Type of surveys therefore there is chance that they might Be giving wrong information. The respondents are free from all barriers so he/she can Give his/her opinion which may not be true in many Occasions. The staff of the Vishal only provides/ communicates the Merits of its products

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STUDY OF PLANOGRAM:

A Program is a diagram of fixtures and products that illustrates how and where retail products should be displayed, usually on a store shelf.

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The ABC of a Plan-o-gram


Plan-O-Gram is a map of the category as represented in the store. It gives the position of each SKU in the store. The Purpose of a Plan-o-gram being: Ease of shopping: The primary objective of any Plan-o-gram should be customer convenience. If the customer does not find it convenient to shop, then a plan-o-gram, no matter how hi-tech, defeats the purpose of its existence. For instance, if a five liter can of cooking oil is kept on a higher shelf, it goes without saying that a customer will find it extremely inconvenient to pick it. Also, products that are normally bought together should have adjacency. Ease of display: A plan-o-gram helps the store personnel stack products to the desired effect each time. This is achieved by marking the designated place of each product on the shelf through shelf tickets. This will help in ensuring a standard look for the store every time and it will also make life simpler for the store person responsible for stacking the products

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Aesthetics: A well-designed plan-o-gram has to be visually appealing. For instance if one were to stack shampoo bottles of all sizes side by side on the same shelf, it may not look as good as if one were to stack it as per the different sizes available.

Tactical benefits: A plan-o-gram can be used to achieve higher sales and margins on a long-term perspective. However the same can be true from a tactical point of view. A plan-o-gram can be redesigned to gain tactical mileage during specific seasons (deodorants in summer, lotions in winter) or during special promotions (more visibility for a buy one get one free offer).

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STUDY OF SALES AND FOOTFALLS

SALE:
An exchange of goods or services for currency or credit; a particular opportunity for a sale; the activities involved in selling goods or services; the sale of goods at reduced prices; the act of putting up for auction to the highest bidder

FOOTFALL:

The Number of people visiting a shop or a chain of shops in a period of time.

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SWOT ANALYSIS STRENGTHS

Right products market VISHAL MEGA MART quality And reliability.

Superior product performance vs. competitors. Brand Image. Products have required accreditations. High degree of customer satisfaction.

WEAKNESSES
Not very popular in the international market. Customer service staff needs training. Team members, team leaders and floor managers also needs training.

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OPPORTUNITIES

Profit margins will be good. Could extend to overseas. Could seek better supplier deals. An applied research centre to create opportunities for developing techniques to provide added-value services.

THREATS
Vulnerable to reactive attack by major competitors.

Lack of infrastructure in rural areas could constrain investment.

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Research Methodology:

1. Prepare the questionnaire to get the responses of customers.

2. Comparative analysis of the responses obtained.

3. Walk in the competitors stores and get useful data and

Analysis.

4. Obtain the secondary data from the store and analyses.

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Type of Research: Descriptive research (Descriptive research includes Surveys and fact-finding enquiries of different kinds. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening.)

SAMPLE SIZE: 75.

METHOD OF SAMPLIjNG: - NON PROBABILITY SAMPLING


(CONVINIANCE SAMPLING)

TO FILL THE QUESTIONAIR I RENDOMELY SELECT THE CUSTOMERS 0F ALL AGE GROUPS FROM EACH SECTIONS.

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Data Sources:

Primary Data:

Data for consumer behavior, study of Plano gram, comparative study I obtained primary data

Secondary Data:

Data for study of daily footfall and sales, analysis for fast and slow moving products etc I obtained secondary data from the store.

Expected Benefits:

1. To find out the satisfaction level of customers.

2. To compare with competitors.

3. Recommendations for improve customer satisfactions and to Improve selling.

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ANALYSIS ON DATA

1. EVERY MONTH SALE IS DECREASING DUE TO CERTAIN REASIONS


A. RAINY DAYS : Since these days were rainy days so

footfall is less than other months


B. PHYSICAL COUNTING 0N EVERY MONDAY:

Due to physical counting team member are busy in counting on every Monday and Tuesday, this also effect the selling. C. Due to good planning of competitors

D. Some others

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SUGGESTIONS TO INCREASE SELLING


A. By giving more offers and discount on dead moving products.

B. By giving advertisement through local newspaper and cable operators.

C. By giving the attractive gift voucher on the certain amount of purchasing.

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REGIONAL PREFERENCES OF MERCHANDISE:


According to the data provided by the questionnaire customer come to store from the places near by store. Maximum customers cover about 5 Km.

Customers like VISHAL MEGA MART due to variety of products and offers and scheme on them. According to survey 60 % customers like home ware and household and also more than 50 % customers like apparel. The like apparel due to variety of products and quality products and their reasonable price. of

The FMCG section is more famous of BIGBAZAR than VISHAL MEGA MART due to offers and discount on products and availability of products.

The products which customers want but are note in VISHAL MEGA MART.

There are so many products in FMCG and Techno Mart sections that are frequently demanded by the customers but are not

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available in VISHAL MEGA MART due to this selling is affected. 1. FMCG SECTION:

Food:
1. Rattan Bhog Atta (Local Brand).

2. Rath Vanaspati.

3. Fortune mustered oil 15 liter.

4. Safola refined 15 liter.

5. Chambal soybean oil.

6. Dairy milk chocolates.

7. Uncle chips.

8. Lijjat papad.

9. Cold Coffee.
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10. Dairy Whither (Dry milk).

11. Milk maid.

12. Kappa noodles.

13. Acqua final mineral water

Non Food:
1. Garnier facial cream.

2. Ponds face wash.

3. Sai Dhoop.

4. Sai Agrabatti.

5. Colgate tongue cleaner.

6. Pepsodant tongue cleaner.

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7. Dabber mustard hair oil.

8. Fauna surf.

9. Ghadi surf.

10. Himalaya conditioner.

11. Clinic all clear conditioner.

12. Set wet gel green and blue.

Life Style:

Products name

companies name

1. Kajal

Color bar

2. Triple act compact

Color bar

3. Eye pencil

Color bar

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4. Compact face powder

Revlon

5. V.T. Lipstick

Revlon

6. Lip liner

Revlon

7. Pencil Kajal

Revlon

8. Gillette shaving kit

9. Lakmi sun block lotion

10. Lakmi moisturizer

Techno Mart:
TELEVISION

1. L.G.

2. Oneida.

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3. Sony.

4. Samsung.

5. Videocon.

Washing Machine

1. L.G.

2. Videocon.

Freeze

1. L.G.

2. Whirlpool.

3. Samsung.

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DVD:

1. L.G.

2. Sony.

DVD Home Theater

1. Philips.

2. Sony.

3. Intel.

A.C.
1. Videocon.

2. L.G.

3. Samsung.

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LCD:

1. L.G.

2. Sony.

Product analysis for fast and slow moving products:

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ANALYSIS:

The fast moving and slow moving depend on the following points.

1. Offers and scheme on the products. 2. Display mode of the products. 3. Price of the products. 4. Brand of the product. 5. Quality of the product. 6. Off season and on season for the product.

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SOME SUGGESTIONS TO MAKE PRODUCTS FAST MOVING :


1. By giving attractive offers and scheme on products.

2. By improve display of slow moving products.

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COMPARATIVE STUDY FOR VISHAL WITH OTHERS COMPETITORS IN THAT AREA.

VISHAL MEGA MART

BIG BAZAR

SALASAR

SUBHIKSHA

Home foil at Home foil Rs.42 10 % off.

On purchasing of Rs2000 & above get 05 kg sugar free. I f purchase whole month get 5 % off.

Shopping from food mart sections Rs 999 get 05 kg sugar free. In Rs105 get 05 kg Atta free .Home foil Rs.63 Buy 1 get 1 free. Colgate family pack Rs 79 300 gm +extra clean tooth brush free coke 2 liter (all

01 in Rs.63 and 03 Rs 88. Colgate family packs 300 gm in Rs 79. Pantene / head & shoulder 750 ml in 30 % off. All variant cold drinks 2 liter with

Shakhty bhog Atta 10 kg at Rs.160

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variant) buy 01 in Rs 50 &2 in Rs 85.fortrune soya oil in Rs 90.Dhara mustard oil Rs 82. Shakti bhog Atta 10 kg Rs183 .Sugar in 5 kg at Rs.95 Rooh afza 700 ml at Rs 88.

02 at Rs.85. Tops noodles Buy 01 get 01 free Fortune soya oil at Rs.78. Mustard oil in Rs 85 Shakti bhog Atta 10 kg in Rs 184 Sugar 5 kg Rs101

Rooh afza at Rs 88 Sugar 5 kg Rs.101

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VISUAL MERCHANDISING

Visual Merchandising (VM) is the art of presentation, which puts the merchandise in focus. It educates the customers, creates desire and finally augments the selling process. This is an area where the Indian textile and clothing industry, particularly, the SMEs lack adequate knowledge and expertise. This inadequacy is best reflected in poor presentation/display and communication in various national and international exhibitions.

VM helps in:

Educating the customers about the product/service in an effective and creative way.

Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value.

Setting the company apart in an exclusive position. Establishing linkage between fashions, product design and marketing by keeping the product in prime focus.

Combining the creative, technical and operational aspects of a product and the business.
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Drawing the attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process.

STATUS OF VM IN INDIA:
Unlike the western countries, where VM receives highest priority in commercial planning of a product, the Indian industry understands and practice of the concept of VM is inadequate. With phasing out of quantitative restrictions after the year 2004, the textile industry will have to compete purely on the competitive edge of the products and VM will be a helpful tool in projecting

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uniqueness of the products and thereby increasing the

market access and sales. It is high time that the Indian textile and clothing industry, therefore, understands and adopts the scientific and professional system of VM rather than the traditional practices of display of products and communication.

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ANALYSIS REGARDING FOLLOWING POINTS :

Layouts. Display modes. Developing themes. Display and sin age.

Layouts:
The arrangement of all layouts is good. All lay outs like AC LAYOUT, CCTV Layouts, IT layout, Gondola lay out are working well. There are some negatives also.

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1. Store Layout:

Store layout is good. All store covers 36700 sq. ft. area. It covers three floors. But in rainy days store is filled with water and there is no arrangement for this. After rain it take time to clean the store and throw the water from the store due to this customers have to suffer and this also affect the selling and footfall.

2. Gondola Layout:

There are proper gondolas and there is proper arrangement for gondolas but some part of gondolas is always empty, it create negative image in the eye of customers.

3. A.C. Layout:

All AC are working well and are proper arranged.

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4. Light Layout:

There is again negative thing in light when current goes there is deep dark in 1st and 2nd floor it creates a problem to customers and it takes time to start a generator therefore there should some arrangement for emergency light of inverter on each floor.

Display modes:
There is proper display. For apparel section they use standees for display but here also some weakness like.. 1. Customer face problem in searching the right size of apparel for them, there fore display should be size wise with their rates. 2. In FMCG Section many product were not put on their right place according to their price information slip.

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Developing Themes:
There are so many developing things like..

1. Continuous announcement of offers and schemes through customer service desk counter.

2. Proper use of signage and standees.

3. Use of lucky draw coupon.

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CONCLUSION:
Generally customer come from home in store, they like variety in the

Products offers and schemes.

Customer give preferences in home ware & house hold products.

According to survey 60% customer also like home ware & house hold

Products and same 60% customer also like appraisals due to variety of

Products and quality as well as reasonable prices.

According to survey more than 80% customer like vishal mega mart than

Big Bazaar and 20% customer like due to mall.

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Recomendation

1. Many products which are demanded by the customers are not in VISHAL MEGA MART.

2. There are few verities in techno mart section.

3. Team members do not attract customers.

4. In rainy days store is filled with water and there is no arrangement for this. After rain it take time to clean the store and throw the water from the store due to this customers have to suffer and this also affect the selling and footfall.

5. Some part of gondolas is always empty, it create negative image in the eye of customers.

6. There is again negative thing in light when current goes there is deep dark in 1st and 2nd floor it creates a problem to customers and it takes time to start a generator.

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7. Customer face problem in searching the right size of apparel for themselves.

8. In FMCG Section many product were not put on their right place according to their price information slip.

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Suggestions:
1. There should be all regional preference products.

2. There should be arrangement for entertainment of children.

3. There should be a small type of Restaurant.

4. There should be all variety of products in Techno Mart.

5. Team members should be trained to attract customers.

6. Gondolas should not be empty.

7. There should be some arrangement for emergency light of inverter on each floor.

8. The display of apparel should be size wise with their rate.

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RETAIL TERMINOLOGY:

Gondola It is the assembled non-trading item which is used to display the articles to be sold.

Tiny winy

It is the assembled aluminum-glass frames as counters with two part assembly, it is used to display the goods which are expensive or small or both - to carry or for display purpose.

Average Inventory Cost/ Moving Average Price

Average inventory cost is found by adding the beginning cost inventory for each month plus the ending cost inventory for the last month in the period.

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Brand

A brand is a name, symbol or other identifying mark for a seller's goods or services. It is distinct from other sellers.

Break-Even Point

The point in business where the Net profit becomes equals to the expenses. There is no profit and no loss.

Business Plan

A detailed document describing the past, present and future financial and operational objectives of a company.

Cash Discount

A percentage reduction in price for payment within a specified period of time.

Cash Flow

The movement of money in and out of a business and the resulting availability of cash.

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Chain Store

Number of retail stores under the same ownership and dealing in the same merchandise.

Contribution Margin

Contribution Margin is the difference between total sales revenue and total variable costs. The term is applied to a product line and is generally expressed as a percentage.

Cost of Goods sold

The price paid for the product, plus any additional costs necessary to get the merchandise into inventory and ready for sale, including shipping and handling.

Coupon

A promotional tool in the form of a document that can be redeemed for a discount when purchasing goods or services. Coupons feature specific savings amount or other special offer to persuade consumers to purchase specific goods or services or to purchase from specific retailers.

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CRM - Customer Relationship Management

Customer Relationship Management (CRM) is a business strategy designed to reduce costs and increase profitability by strengthening customer loyalty.

Gross Margin Return on Investment

A measure of inventory productivity that expresses the relationship between your total sales, the gross profit margin you earn on those sales, and the number of dollars you invest in inventory.

Gross Margin

Gross margin is the difference between what an item costs and for what it sells.

Inventory Turnover

The number of times during a given period that the average inventory on hand is sold and replaced.

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Keystone

Keystone pricing is a method of marking merchandise for resell to an amount that is double the wholesale price.

Loss Leader

Merchandise sold below cost by a retailer in an effort to attract new customers or stimulate other profitable sales.

Loss Prevention

Loss prevention is the act of reducing the amount of theft and shrinkage within a business.

Marketing Calendar

Marketing calendar is a tool used by retailers to show what marketing events, media campaigns and merchandising efforts are happening when and where, as well as the results.

Markup

Percentage added to the cost to get the retail selling price.

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Minimum Advertised Price

Suppliers pricing policy that does not permit its resellers to advertise prices below some specified amount. It can include the resellers retail price as well.

Odd-Even pricing

A form of psychological pricing that suggests buyers are more sensitive to certain ending digits.

Open-to-Buy

Merchandise budgeted for purchase during a certain time period that has not yet been ordered.

Operating Expenses

The sum of all expenses associated with the normal course of running a business.

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Plano gram

Visual description, diagram or drawing of a store's layout to include placement of particular products and product categories.

Point-of-Purchase Display

Point-of-purchase displays, or POP displays, are marketing materials or advertising placed next to the merchandise it is promoting. These items are generally located at the checkout area or other location where the purchase decision is made. For example, the checkout counters of many convenience stores are cluttered with cigarette and candy POP displays.

POS Point of Sale (POS) refers to the area of a store where customers can

pay for their purchases. The term is normally used to describe systems that record financial transactions. This could be an electric cash register or an integrated computer system which records the data that comprises a business transaction for the sale of goods or services.

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Private Label

Products which are generally manufactured or provided by one company under another company's brand.

Product Life Cycle

The stages that a new product is believed to go through from the beginning to the end: Introduction, Growth, Maturity and Decline.

Purchase Order

A purchase order (PO) is a written sales contract between buyer and seller detailing the exact merchandise or services to be rend from a single vendor.

Quantity Discount

A reduction in price based on the amount purchased. It may be offered in addition to any trade Discount.

Retailing

The sale of consumers.

goods or commodities in small quantities directly to

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Sales Floor

The sales floor is the location of a retail store where goods are displayed and sales transactions take place. For example, the receiving of merchandise takes place in the stock room, but all direct sales and customer interactions are done on the sales floor.

Shoplifting

Shoplifting is the theft of property and which occurs with the intent to deprive the owner of that piece of property. The crime of shoplifting is the taking of merchandise offered for sale without paying.

Shrinkage

Retail shrinkage is a reduction or loss in inventory due to shoplifting, employee theft, paperwork errors and supplier fraud.

SKU

The Stock Keeping Unit (SKU) is a number assigned to a product by a retail store to identify the price, product options and manufacturer.

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Soft lines

A store department or product line primarily consisting of merchandise such as clothing, footwear, jewelry, linens and towels.

Staple Goods

Staple goods are products purchased regularly and out of necessity. Traditionally, these items have fewer markdowns and lower profit margins. While price shifts may raise or lower demand for certain kinds of products, the demand for staple goods rarely changes when prices change.

Trade Credit

Open account with suppliers of goods and services.

Trade Discount

Discount on the list price given by a manufacturer or wholesaler to a retailer.

Visual Merchandising

Visual merchandising is the art of implementing effective design ideas to attract the footfalls and convert them in customers inside the store.

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Wholesale

Wholesale is the sale of goods, generally in large quantity, to a retailer for resale purposes.

Impulse purchase

Purchases made without any planning

Foot falls (Walk-ins)

No. of people who enter the stores

Conversion

No. of people (walk-ins) who purchased at the store (expressed as a percentage)

Tills

Billing counters

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BIBLIOGRAPHY:

http://www.vishalmegamart.net/ http://www.thehindubusinessline.com/catalyst/2004/01/08/storie s/2004010800090300.htm http://www.google.co.in/search?hl=en&cr=countryIN&defl=en &q=define:sale&sa=X&oi=glossary_definition&ct=title http://www.google.co.in/search?hl=en&q=define%3A+footfall &meta=cr%3DcountryIN

http://retail.about.com/od/glossary/g/visual_mdse.htm

http://www.businessgyan.com/content/view/551/472/

http://www.google.co.in/search?hl=en&cr=countryIN&defl=en &q=define:Planogram&sa=X&oi=glossary_definition& ct=title

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http://www.chillibreeze.com/articles_various/IndianRetailSc enario.asp http://business.mapsofindia.com/india-retailindustry/indian-organized-retail-market.html

www.google.com www.bigbazaar.com www.retailbiz.com http://www.consumeronline.org/ Www. retailyatra.com

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QUESTIONNAIRE

Q1. Do you know about the discounts and schemes running in the store? (A) yes (B) no (C) sometimes (D) every times Q2. How Vishal can be compared with competitors in respect of, marketing activity? (A) average (B)good (C)very good (D) excellent

Q3. According to the promotional ads. given in the newspaper do you find schemes Implemented at the store level? (A) yes (B) no (C) sometime (D) every time

Q4. Were the announcement made at the store level is making for updating schemes? (A) yes (B) no (C) sometime (D) every time

Q5. To promote sales we need to increase marketing activities by(A).Double (B).Triple (C).Sometime (D).Every time

Q6. Marketing activities help us to improve sales? (A) yes (B) no (C) sometime ( D) every time

Q7. Marketing activities help us to improve sales? (A) yes (B) no (C) sometime ( D) every time

Q8 Which sort of marketing activity plays a pivotal role in pushing the customer towards The store? (A)display (B) space selling (C) promoters (D) others

Q9. Can we include regular discount and promotion as the part of marketing activity? (A) yes (B) no (C) sometime (D) every time

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Q10. Are the people happy with the promotional events at the store level? (A) yes (B) no (C) sometime (D) every time Q11. Can loyalty program me increase to fulfill at the conversion of store level? (A) yes (B) no (c) sometime (D) every time Q12. Effective segmentation can be integral part of retail marketing? (A) yes (B) no (C) sometime (D) every time Q13. Scheme like free parking, Meander and others should be part of daily promotion (A) yes (B) no (C) sometime (D) every time

Q14. Are our stores employees give right pre sales and post sales service? (A) yes (B) no (C) sometime (D) every time Q15. Are we following 4P, s of marketing? (A) yes (B) no (C) sometime (D) every time

Q16. Is local campaigning is necessary at the store level. (A).Yes (B).No (C).Sometime (D). Every time

Q17. Customer has come to the store through (A).Banners (B) hoardings (C) handouts (D) others

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