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Mn Mndia, shopping for books has always been thought of as a book-
lover's hobby. The traditional bookstores, with their dreary, dusty and
browser-unfriendly atmosphere, have discouraged all but the serious
book-buyers.
Crossword's Positioning
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Crossword Bookstores Ltd. is a wholly owned subsidiary Company of
Shopper's Stop Ltd - Mndia's leading department store chain. The
Holding Company inter-alia also acts as a Master Franchisee of the
Company.
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1.c CURRENT LOCATMON OF THE STORE
The Crosswords Store is located ...............................
2.
Ȃ VCDǮs and DVDǮs of Hindi, English movies as well as
regional movies
3. Ȃ Music CDǮs of English, Hindi and Regional languages
4. ¬Ȃ PC Games
5. dȂ Soft toys, Games
6. Ȃ Wrapping paper, Writing instruments, Gift Bags, Gifts,
7. Ȃ Brio at level-1 providing movie, music and cafe
facilities.
The pricing strategy followed by the store is in sync with the product
range and variety it offers. Books, magazines, stationary, toys, music,
movie DVDǮs/VCDǮs etc were priced as per the price printed on the
cover. As a sale was going on during the survey, the prices of some
selected products were much less than the printed price. But the items
offered at the Brio café are a little overpriced and are not even
extremely delicious to account for such a pricing. Therefore, most
customers are disinclined to buy more than a cup of coffee there.
Ground Floor
mc As soon as you enter the store , on the right hand side is the
baggage counter where you can keep your bags & other outside
material.
mc On the left hand side , there is the STATMONERY column.
mc On the right hand side (beyond the baggage counter) there is the
BOOKS section which contains various types of books.
mc On the extreme right there is the MAGAZMNE section.
mc Mn the centre there is the ENQUMRY & BMLLMNG COUNTER.
Upper Floor
mc The staircase goes from behind the billing & enquiry counter on
the ground floor.
mc Here you have the BRMO CAFÉ, which serves the following :
mc There is a very well maintained LOUNGE for sitting comfortably
& reading.
mc Marble flooring
mc Bright yellow light
mc Smooth wooden racks
mc Cream colored distempered walls
mc Light instrumental music in low volume
mc Centrally air conditioned
#"$.d,+
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STATMONERY CONTENTS :
mc Files & folders
mc Pens & pencils
mc Crayons, sketch pens & pencil colors
mc Gift items
mc Painting colors & canvas
mc Notepads
mc Laptop bags & accessories
mc CDs & DVDs
mc All are meticulously arranged in wooden racks
mc Good visibility of all products
mc Well categorized
MAGAZMNES :
mc Filmfare
mc Stardust
mc Femina
mc Health
mc Maxim
mc Vogue
mc Cosmopolitan
mc News magazines like Mndia Today & Frontline
mc Business standard
mc Business world
mc Autocar
mc Overdrive
mc All meticulously arranged in wooden racks
mc Good visibility of all products
mc Well categorized
BOOKS CATEGORMES :
mc Management
mc Fiction
mc Astrology
mc Science
mc Religious
mc History
mc A separate section for CROSSWORD RECOMMENDED books.
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Since its inception in 15th October 1992, Crossword has received wide
recognition for its achievements; articles on retailing in Mndia
invariably feature Crossword. Mt has been featured in Advertising Age
Mnternational, USA, as one of the Marketing Superstars for 1994. The
Bookseller, UK, has also described it as 'being on the cutting edge of
retailing' in Mndia.