Professional Documents
Culture Documents
Finalprojectreport 150903113625 Lva1 App6891
Finalprojectreport 150903113625 Lva1 App6891
A REPORT
ON
By
Nitin Singh
14BSP2369
A REPORT
ON
By
Nitin Singh
14BSP2369
AUTHORIZATION
2. Uses the company name for the abstract of the above project
in public domain, if selected for the award.
ACKNOWLEDGEMENT
I would like to thank the faculty and the administrative staff of the
department of Business Administration, IBS, Bangalore, for their
support and encouragement.
TABLE OF CONTENT
Table of Contents
1. AUTHORIZATION.............................................................................................................. 3
2. ACKNOWLEDGEMENT……………………………………………………………………………………………………….4
3. DECLARATION .................................................................................................................. 6
4. EXECUTIVE
SUMMARY……………….……………………………………………………………………………………………………….7
5. SYNOPSIS......................................................................................................................... 8
6. ABSTRACT………………..……………………………………………………………………………………………………..9
7. INTRODUCTION...............................................................................................................11
8. ABOUT VISION
EXPRESS………….………………………………………………………………………………………………………………13
9. PRODUCT........................................................................................................................17
10. SERVICES…………………………………………………………………………………………………………………………18
DECLARATION
EXECUTIVE SUMMARY
SYNOPSIS
During this project I have learned how to collect data from a store
by being a mystery shopper and how the data was further used by
the company. In catchment area analysis I went to particular area
collected entire details of that area like population, occupation,
building cost and many more made a PPT out of it. This PPT was
used by company to know whether they would open a new store
in that area or not.
ABSTRACT
Mahatma Gandhi
INTRODUCTION
Scope of study:
Itemized scope of work, expected outcomes & learning. To
analyse the Vision Express stores in Bangalore in context to
variable of marketing and operations. I have been exposed to the
intricacies of organized retailing and understand the interplay of
marketing and operations variables in determining performance.
Methodology:
The methodology being used is personal observation, direct
interaction with customers. I have been a mystery shopper for
first 6 weeks and remaining 6 weeks have done catchment
analysis. The company has assigned seventeen stores and five
places for mystery shopper and catchment area analysis.
The study is relied on primary as well as secondary data.
The primary data is collected through personal interviews using
structured Questionnaire.
The Secondary is collected from management of the Vision
Express, various books, journals and Internet.
Sampling Methods:
Convenience Technique & Snowball Sampling.
Universe: -
The research work was accomplished in many location in
Banglore.
Sample Size: -
Sample size was depend on location.
Research Instrument: -
For this study, for the collection of various data requirement,
structured questionnaire is used. This questionnaire contains
qualitative and quantitative information of the customers. The
questionnaire contains of both open-ended and close ended
questions, which would help to know the situation prevailing in
the market.
Reliance Jewels
Reliance Digital
Reliance Footprint
Reliance Trends
Diesel
PRODUCTS
Spectacles
Sunglasses
Contact Lenses
SERVICES
Vision Express offers India’s most unique eye test. Vision Express
has certified optometrists to conduct comprehensive eye tests.
The eye tests are conducted with the help of state-of-the-art
equipment from reputed international companies.
1) Buyers Power:
2) Suppliers Power:
Equipment players: The competition in the equipment market
is on a high. Consumable and disposable equipment are made
locally whereas high value equipment’s are made by
international companies. The companies have expanded their
operations to the Indian market and established assembly
centres. The government is encouraging the growth of this
market. High competition is turning out to be beneficial for the
Optical Industries.
5) Threats of substitutes:
Alternative medicines: Alternative are the local distributer
who provide the same product as branded at low cost but differ
in quality. 60 % of Indian market are captured by the local or
unorganized retailers
Mystery Shopping
After all this observation I rated them in the excel sheet and
submitted. Using these reports a prepared a tracker. These
reports and tracker were used for improvement of their
employee’s attitude towards customers and professional growth.
Grooming Report:
Max Score
Uniform Score Given
Is the person wearing the VE uniform Y / N (Y=10 N=0) 10 10
is the uniform neat and clean Y / N (Y=05 N=0) 5 5
is the uniform ironed Y / N (Y=05 N=0) 5 5
A 20 20
Hair
Is the persons hair well maintianed and neatly cut Y / N (Y=10 N=0) 10 10
Y / N (Y=00 N=-
Is he shaved/properly trimmed 10) 0 0
B 10 10
Footwear
Are the shoes polished? Y / N (Y=05 N=0) 5 5
Are the shoes & socks black in colour? Y / N (Y=05 N=0) 5 5
Are the shoes closed shoes? Y / N (Y=05 N=0) 5 5
C 15 15
ID card
Is the person wearing the ID card Y / N (Y=10 N=0) 10 10
Is the ID card visible? (i.e. not tucked inside shirt or coat?) yes
D 10 10
Jewellary/VX Spectacles
Y / N (Y=00
Is her wearign Ead Studs N=05) 5 5
Y / N (Y=00
Is he wearing bracelets N=05) 5 5
If he is wearing spectacles , are they Vision Express Y / N (Y=10
spectacles? N=00) 10 10
E 20 20
Hygine/Odour
Y / N (Y=00
Is the person smelling good (no bad odour or strong smells) N=05) 5 5
F 5 5
Nails Manicure
Are his nails are proper trimmed Y / N (Y=05 N=0) 5 5
G 5 5
Total(A+B+C+D+E+F+G) 85 85
Store location
Vidyaranyapura
City/ town
Bangalore
Time of entering the store (HH:MM)
4:00
Time of leaving the store (HH:MM)
4:50
Total time spent in the store (HH:MM)
50 min
Date of audit (DD:MM:YY)
13:03:15
Day of audit
Friday
Visit
Scen
ario
afternoon (NO CUSTOMER)
Take any one panel and do a random check Were the Y=5 5 5
frames placed as per gender mentioned on the temple? If /
no, Give -1 for each frame in wrong panel N=0
Mention Price point checked - Rs 899 and Rs 1499 Panels
6g Was the offer / promotional material also Y=2 2 2
displayed at the product panel? (in the /
acrylic placeholder) N=0
6h Did the store staff assist you in anyway when you were Y=1 1 1
trying the frames? /
N=0
6i After selection of frame, did they share lens Y=2 2 2
options available with you? /
N=0
6j Did the store staff mention the offers running at the store? Y=2 2 2
/
N=0
5 Did the store staff give you reasons to buy two pairs Y=5 5 5
(availing the BOGO offer) /
N=0
6l Was lens selection offered at sales table? Y=1 1 1
/
N=0
6m Was the lens mat shown to you and lens features explained Y=2 2 2
to you? /
N=0
6n If frame selected was a rimless frame, did the store staff Y=2 2 2
insist you choose a polycarbonate lens only? /
N=0
6o If yes for above, was the lens mat shown to you by way of Y=2 2 2
explanation /
N=0
6p Were you helped to select a lens using the 'computer Y=5 0 0
based' training tool? (OLS) /
N=0
6q At select stores, were you shared the 'Monaco Collection' Y=5 5 5
lenses for your use? /
N=0
6r Were you offered refreshments (water / tea / coffee) Y=5 5 5
/
N=0
6s If Yes, at what stage of your visit were they offered? just
after
entr
y
6t If you did have tea / coffee, did you find the same Y=2 2 2
'drinkable' / palatable /
N=0
46 9 4 5 48
3
VII EYE TESTING/ EYE CLINIC
7a Record optometrist name here: MR.VEETAL
7b Was the optometrist name on the door of the eye test room Y=2 2 2
/
N=0
7c Was the optometrist certificate placed in the panel in the Y=2 2 2
eye test room /
N=0
7d Was the staff specialisation board filled and in correct Y=2 2 2
format? /
N=0
7e Did the optometrist ask questions on the problem/reason Y=5 5 5
for visit /
N=0
7f Did the optometrist measure the power with auto- Y=2 2 2
refractor? /
N=0
2 Was the equipment cleaned while you were asked to place Y=2 2 2
your chin on the same? /
N=0
7h If you are wearing spectacles, did the Y=2 2 2
optometrist take your current spectacles to /
measure the current power N=0
7i Did the optometrist perform the Red/Green test? Y=5 5 5
/
N=0
7j Did the optometrist do the eye test using the phoropter? Y=5 5 5
/
N=0
7k Was the equipment cleaned while you were present? Y=2 2 2
/
N=0
7l Were you suggested any particular type of lens for your Y=2 2 2
power / lifestyle? /
N=0
7m If yes, were the benefits clearly explained? Y=2 0 0
/
N=0
7n Were you suggested / offered a trial contact lens? Y=5 5 5
/
N=0
7o At each step of the eye test, did the Y=5 5 5
optometrist explain and detail the step he / /
she was carrying out? N=0
7p Ask for prescription card at the end of eye test, and share 0
verbatim feedback given:
against the company policy
7q Was your prescription noted in the record book in eye test Y=5 5 5
room? /
N=0
7p Ask for a part payment offer to book your spectacles,
record the store response to the same:
CSA informed that since it is all automated in which I need
to pay full amount.
44 4 4 2 46
4
VIII Contact Lens Display
8a Was the contact lens panel neatly stocked Y=5 5 5
/
N=0
9e Take any one panel and do a random check, Did all Y=2 2 2
sunglasses have the new format stickers to indicate / N=-
poalrised / prescription, 100% UV etc? 1
If no, give -1 for each empty pin
9f Was the promotion offer material displayed Y=2 2 2
on the sunglass panel (in the acrylic holder /
given?) N=0
9g In case you are an exsting spectacle wearer, Y=5 5 5
did the store recommend / suggest /
prescription sunglasses? N=0
15 5 1 0 14
4
X Salesperson Uniform & Grooming
10a In case of new / temporary staff, did they Y=2
have an 'apron / 'coat' with a badge /
N=0
10b Was the optometrist wearing their lab coat? Y=2 2
/
N=0
2 2 2 0 2
XI Salesperson Attitude
RECORD NAME OF THE SALESPERSON YOU INTERACTED
WITH : MR.Soma Sundar
11a The salesperson appeared cheerful and pleasant Y=2 2 2
/
N=0
11b The salesperson came himself/ herself to assist you when Y=2 2 2
you gave signs that you needed help (you picked up a /
frame to try on, you looked around for a salesperson) N=0
11c The salesperson had good communication skills (fluency Y=2 2 2
and clarity in speech) /
N=0
11d The salesperson exuded confidence in customer handling Y=2 2 2
/
N=0
11e Did the salesperson gave you an overview about the Brand Y=2 2 2
any time during the visit - "Reliance Vision Express"? Or /
global heritage? N=0
Did the store staff get personal calls during visit? And Y= -5 0 0
reaction during the same? /
N=0
Did the store staff have any of their friends / relatives Y= -5 0 0
come to meet them at store during the visit? /
N=0
10 0 1 0 10
0
XII Leaving From The Store
12a While leaving, were you escorted to the exit? Y=2 2 2
/
N=0
12b Were you cordially greeted on your way out? Y=1 1 1
/
N=0
12c Did the sales staff ask for your contact details before you Y=5 5 5
left? /
N=0
8 0 8 0 8
XIII Leaving From The Store
13a Was the cctv screen working when you were at store (how Y=2 2 2
many screens were working) /
N=0
13b Was tha Ac temperature set at 24deg at store? Y=2 2 2
/
N=0
13c Were the chairs clean and good to sit on (not Y=2 2 2
torn, not in need of shampooing etc) /
N=0
13d Did the store PCs display the suggested messages as screen Y=2 2 2
saver / wall paper /
N=0
13e Ask for a visit to washroom. Is the washroom clean and Y=2 2 2
good for a customer visit? /
N=0
8 2 8 2 10
XIV Post Store visit
14a Did you get a call from store within 2 days? 0
If yes and within 2 days score 5, if yes and after 2 days
score 2
5 0 0 0 0
178 36 1 23 192
6
9
Any other overall comments on the store visit?
ONE OF THE BEST STORE. THEY HAVE VERY GOOD TOTAL
CUSTOMER CAPTURING ABILITY MR.SOMA SUNDAR AS CSA SCORE :
AND MR.VEETAL AS A OPTUM. EVEN I AM CONVENCE. THE 192/214
WAY THEY EXPLAING OFFER AND AT SPECIFIC TIME THEY
EXPLAING BOGO OFFER HIT THE MIND OF CUSTOMER AND
DECISION DEFINATLY TO BUY.
s
wall paper and screen saver on TVs y
e
s
do they cover the price while showing lens mat / n
lens range o
ask for use of washroom at stores n
o
are the chairs clean / need shampooing y
e
s
chair is broken / not ok n
o
Above excel sheet shown on excel as same as the picture given below:
MYSTERY AUDITS - Ordering Reports
Store location
vidyaranyapura
City/ town
Bangalore
Time of entering the store (HH:MM)
4:00
Time of leaving the store (HH:MM)
4:50
Total time spent in the store (HH:MM)
50 min
Date of audit (DD:MM:YY)
13:03:15
Day of audit
Friday
Visit Scenario
afternoon (NO CUSTOMER)
7q Was your prescription noted in the record book in eye test room? Y=5 / N=0 5 5
7p Ask for a part payment offer to book your spectacles, record the store response to the same:
CSA informed that since it is all automated in which I need to pay full amount.
44 4 44 2 46
VIII Contact Lens Display
8a Was the contact lens panel neatly stocked Y=5 / N=0 5 5
8b Was the pricing clearly visible Y=2 / N=0 2 2
8c Were the right type of contact lenses placed on the right shelf? Y=2 / N=0 2 2
8d Were the cleaning liquids placed only with monthly disposable contact lenses i.e. bronze pack? Y=2 / N=0 2 2
8e Was the coloured contact lens shade card displayed on the panel and visible clearly? Y=2 / N=0 2 2
8f Were the cL cases stocked on this shelf? Y=1 / N=0 1 1
8g Ask for a sample CL case (without purchase) recordverbatim 0
not asked
Tracker:
Salesperso
Mystery Mystery
n Uniform
Store Name City Shopper Shoppin
&
Name g Score
Grooming
VARIABL
E SCORE 36 2
97 54% 77/102
Nitin
Bangalor 16 44% 0
Gopalam Mall 75%
e 113 53%
98 55% 52/77
Nitin
Rammurthy Bangalor 16 44% 0
68%
nagar e 114 53%
nagar e 25 69% 0
153 71%
96 54% 77/77
Nitin
Vijaynagar Bangalor 21 58% 0
100%
TTMC e 117 55%
95 53% 60/75
Nitin
Bangalor 16 44% 0
Methikere 80%
e 111 52%
MARKET POTENTIAL
Market potential
Market forecast
Q=n×q×p
41 RELIANCE VISION EXPRESS PVT. LTD
IBS Bangalore 2015
CATCHMENT ANALYSIS
MARKET SELECTION
Rs. 6,000 crore over the next five years. The split by categories
are : Spectacles 80%, Sunglasses 18%, Contact lenses 3%.
But the taste is not that similar in small cities and towns. Tier II
Customer needs quality and look for more formal and classic
designs.
6. Gender
8. Social Status
Area Analysis
1. Primary Catchment;
2. Secondary Catchment;
3. Tertiary Catchment;
Area Mapping:
Primary Catchment
Secondary Catchment
Tertiary Catchment
Catchment Area:
14. What are the crime rates like (especially break and enter)?
15. Is there a post office and bank(s) nearby (what are the
banks)?
Tertiary Investigations:
FINDINGS
SWOT ANALYSIS
VISION EXPRESS
Category Retail
SWOT Analysis
1. To expand.
2. Entering into high premium segment
3.Opportunity to expand into financial services catering to huge segment
Competition
GKB,
RECOMMENDATIONS
REASONS
Ever changing consumer preferences.
Rising per-capita income.
Growing awareness amid consumers.
Eyewear becoming more of a fashion accessory and a
Lifestyle product.
Long working hours.
NOTE
Awareness of VISION EXPRESS to the customer.
E Commerce.
Advertisement.
More involvement in PR activity.
Information to be reach to customer more clear.
Multi Branding.
Delivery time not too long.
More professionalism CSA.
Regular Audit of Shop.
Conclusion
REFERENCES
www.google.com
www.visionexpress.in
www.encyclopedia.com
www.numbeo.com
www.googlemap.com
www.en.wikipedia.org