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SUBMITTED TO UNIVERSITY OF PUNE PARTIAL FULFILLMENT OF REWARD FOR THE DEGREE OF MASTERS IN MARKETING MANAGEMENT
SUBMITTED BY: ROHIT P. MAHESHWARI
INDIRA INSTITUTE OF MANAGEMENT, PUNE (2010-2012)
CERTIFICATE FROM GUIDE
First of all. I also express my sincere thankfulness to Pankaj Mishra sir(research head. Saurabh sir(Marketing head. Ajay Varade for their valuable guidance and intellectual suggestions during this project. It is with a sage sense of gratitude. I express my sage sense of gratitude and indebtedness to my mentor. Pandit Mali for their valuable guidance and intellectual suggestions during this project. I sincerely express my thanks to our director Dr. I came to know that managers are made if they are guided properly and are motivated to work willingly towards fulfillment of specific goal. I acknowledge the efforts of whole hosts of well wishers who have in some way or other contributed in their own special ways to the success and completion of this summer internship project. Abishek sir(Marketing head. for his unprecedented support and faith that I do the best and his valuable recommendation and for accepting this project. But after the successful completion of my summer internship project. Spencer’s). RAJESH SETHURAMAN of “Spencer’s” Retail Kolkata. MR. lucknow). I sincerely express my thanks to my internal project guide Prof. Also.ACKNOWLEDGEMENT “Interdependence is a higher value than independence” Some Says “Managers are born and some says managers are made”. 4 . I was also in some dilemma before commencing my Summer Internship Project. from the bottom of my heart.
for their support and encouragement in bringing out this project report. Maheshwari _____________________________________________________________ EXECUTIVE SUMMARY 5 .pune). who were kind enough to give an opportunity to work under their immense expertise. I would be failing in my duty if I don’t express my profound gratitude to the entire Respondents who has spent their valuable time to answer the questionnaire. suggestions and constant help in a lot of various ways during project course. pune). Talent Acquisition Manager of Spencer’s Retail Ltd (A RPG Group enterprise). Rohit P. for their kind advice. I express my thanks to the Spencer’s Supporting Team. Swaruph sir (Marketing head. Deepesh Grover. Further I express my sage sense of gratitude to Mr. & Shovik sir.
To know consumer loyalty towards hyper store. To study effectiveness of OUT-STORE communication of hyper store. Internet & Books. 6 .EXECUTIVE SUMMARY TITLE: The Study of BTL activities at various hyper and recommend best BTL mix for Spencer’s hyper.To study effectiveness of IN-STORE communication of hyper store. : Descriptive Type of research Data collection techniques: Primary data : Secondary Data: Sample Plan: Direct interview of the costumer. OBJECTIVES • • • • • To study BTL activity done at various hyper stores . To study buying pattern of consumer.
Researcher has founded that most of the customers prefer to buy weekly from retail store. PUNE AND BANGALORE. Conclusion: Out store communication is most effective than in store communication Consumer expect comparatively cheap price from organized retail store Retailer focus on marketing communication activity than cheap price • • • • • 7 . Most of the customers are not loyal to any one of the store. In out store communication most liked marketing communication is mobile van. • In both type of marketing communication (BTL & ATL) big bazaar is spending more money. • As pre the researcher’s observation and analysis it has found that most of the costumers are happy with offers & discounts provided by spencers if we can give more discount and good offers then we can go ahed in the market. charts & graphs Sample unit: Sample Size: Sampling methods: Data analysis techniques: Key findings: In all aspects of the of the marketing communication big bazaar is far ahed.Universe: Consumers of Spencer’s Retail & competitors in and around four cities viz.store communication most liked marketing communication POP’s. • In pune region Spencer’s need to open more stores. Key suggestions: • To improve mind share of shoppers Spencer’s need to do both ATL & BTL marketing communication activity. • By giving more advertisement in TV Spencer’s can attract more costumers towards it. KOLKATA. Customers 460 Respondents not probability. quota sampling Tables. In in. • In Kolkata city Spencer’s is in very good position. LACKNOW.
• This study was based purely in four different cities in India. • The time duration for this project was only for a period of 60 days. • Researcher also took the view of respondents who don’t shop from Supermarket’s. • Data collected may not be a representation of the entire population.Limitations: • The sample size chosen is limited to 460 only because of time and financial constraint. • This study was limited to the capabilities and willingness of the respondents in • appropriately answering the questions and information given by respondents may be correct and may not be correct CONTENTS 8 .
No Chapter No. support and policies 2.1 Spencer’s Group 3.5 Limitation Data Analysis & Data Interpretation Observations And Findings Conclusion Suggestions References Annexure Glossary Page No.3 Growth Trends 2.Sr.1 Retail Industry .2 Indian scenario . 2.2 Scope of the Study Research Methodology 6.1 Research Design 6.1 Literature Review Objectives And Scope 5. 1 1 2 2 Title INTRODUCTION AND PREAMBLE OF THE STUDY 3 3 4 5 4 5 6 6 7 8 9 10 11 12 13 7 8 9 10 11 12 13 Industry Profile 2.5 Major players in India Company Profile 3. 12-13 16-31 34-43 45-51 53 55-57 59-71 73 75 77 79 81-86 88 9 .2 Heritage Literature Review And Survey 4.2 Sample Design 6. 2.1 Objectives 5.4 Data 6.4 Govt.3 Data collection 6.
jam. Dal .12 7. noodles.5 7.7 7.8 7.6 7.10 7.13 Loyalty card owner ship Vehicle ownership/user ship Shopping frequency Lacknow hyper Shopping frequency Pune hyper Shopping frequency Bangalore hyper Shopping frequency Kolkata hyper Communication awareness Communication liked most Communication likes most Spencer’s Discount schemes Rice.(All India) Discount schemes house hold items(All India) Title Page No 59 60 61 62 63 64 65 66 67 68 69 70 71 10 .11 7. Oil (All India) Discount schemes Biscuits.1 7.2 7. Sugar . chips. chocolates (All India) Discount schemes personal care.9 7.4 7.3 7.List of Graphs Graph No 7.
chips.3 7.12 7. jam.8 7.(All India) Discount schemes house hold items(All India) Title Page No 59 60 61 62 63 64 65 66 67 68 69 70 71 11 .11 7. Dal . noodles.9 7.6 7. chocolates (All India) Discount schemes personal care.LEAST OF TABLES Table No 7.2 7.4 7.1 7.5 7.13 Loyalty card owner ship Vehicle ownership/user ship Shopping frequency Lacknow hyper Shopping frequency Pune hyper Shopping frequency Bangalore hyper Shopping frequency Kolkata hyper Communication awareness Communication liked most Communication likes most Spencer’s Discount schemes Rice.7 7. Oil (All India) Discount schemes Biscuits.10 7. Sugar .
INTRODUCTION AND PREAMBLE OF THE STUDY
INTRODUCTION AND PREAMBLE OF THE STUDY
Basically promotion is an attempt to influence. More specifically, PROMOTION is the element in an organization‟s marketing mix that serves to inform, persuade and remind the market of a product and/or the organization selling it, in hopes of influencing the recipient‟s feelings, beliefs, or behavior. Out of 4 P‟s of marketing i.e. product, price, place, and promotion, the most important role is of 4th P i.e. promotion. Sales promotion is an important component of a company's marketing communication strategy along with advertising, public relations, and personal selling. At its core, sales promotion is a marketing activity that adds to the basic value proposition behind a product (i.e., getting more for less) for a limited time in order to stimulate consumer purchasing, selling effectiveness, or the effort of the sales force. As this definition indicates, sales promotion may be directed either at end consumers or at selling intermediaries such as retailers or sales crews. Sales promotion stems from the premise that any brand or service has an established perceived price or value, the "regular" price or some other reference value. Sales promotion is believed to change this accepted price-value relationship by increasing the value and/or lowering the price. Familiar examples of consumer sales promotion tools include contests and sweepstakes, branded give-away merchandise, bonus-size packaging, limited-time discounts, rebates, coupons, free trials, demonstrations, and pointaccumulation systems. Three issues clarify sales promotion. First, sales promotion ranks in importance with advertising and requires similar care in planning and strategy development. Second, three
audiences can be targeted by sales promotion: consumers, resellers, and the sales force. And third, sales promotion as a competitive weapon provides an extra incentive for the target audience to purchase or support one brand over another. This last factor distinguishes sales promotion from other promotional mix tactics. For example, unplanned purchases may be directly related to one or more sales promotion offers. In order to understand the basic role and function of sales promotion, one must differentiate between sales promotion and other components of the marketing mix. Sales promotion usually operates on a short timeline, uses a more rational appeal, returns a tangible or real value, fosters an immediate sale, and contributes highly to profitability. The idea of contribution to profitability may be confusing. It is simply the ratio between what is spent on a promotional mix compared to the direct profitability generated by that expenditure. A few exceptions to the above characteristics do exist. For example, a sweepstakes might use a very emotional appeal, while a business-to-business ad may be very rational.
Role of Promotion in Marketing
1 Promotions help marketers to communicate information to potential customers. This information could be about the product‟s Existence (Awareness), value and benefits offered by products A well designed promotion mix is extremely crucial for brand building and positioning. In fact communication or promotional mix is at the centre stage in brand positioning and Brand building activities. The promotional mix or marketing communication helps marketers to attract, persuade, urge and remind customers of the company‟s brand. Effective promotions prove helpful in product differentiation and also help to counter competition. Researcher Want to express my gratitude for the experience and practical knowledge that I gained during the summer internship project at Spencer’s Retail Ltd (An enterprise of RPG’s group).It was my first experience when I went to the market not to buy anything but to do the survey and to study of BTL activities done at various hyper at different Spencer’s out lets and catchments as well like (Kolkata, Lucknow, Pune and Bangalore), Kolkata with reference to Spencer’s Retail Ltd. The basic need of this survey is to interact
I have enjoyed my summer internship at Spencer’s and have learnt lots of new things. It hoped that the findings and the suggestions will help the company. but because of the good image of the Spencer’s in the market the people reacted positively. data collection method and questionnaire. On first day I was nervous. which will be helpful to me during my work in any organization.with customers. In the market the experience relating to the practical knowledge was very good which realized me about the real conditions of the marketing. For accomplishment of the project report I think about the conditions and views and then I used to compose the whole thing on computer. confidently to formulate its strategy in comparison to its competitors. In making the project report theoretical knowledge was needed more than the practical which was given to us by my professors in my institutes. I thank Spencer’s for giving this opportunity at their office and being good to me all the time. CHAPTER 2 _____________________________________________________________ INDUSTRY PROFILE 15 . The project flows logically consisting of market research.
Melas or in the weekly markets. With the government intervention the retail industry in India took a new shape. 16 . The inception of the retail industry dates back to times where retail stores were found in the village fairs. These stores were highly unorganized. These retail Stores demanded low investments for its establishment. The maturity of the retail sector took place with the establishment of retail stores in the locality for convenience. waiting for the boom to take place. Outlets for Public Distribution System.2 Industry profile 2. Cooperative stores and Khadi stores were set up.1 Evolution of Indian retail Industry: Indian Retail Industry is standing at its point of inflexion.
Robust economic growth.3 Retail – Market Size The total retail sales in India will grow from US$ 395. This provides immense opportunity for large scale retailers to set-up their operations – a slew of organized retail formats like departmental stores. Indian retail sector accounts for 22 per cent of the country's gross domestic product (GDP) and contributes to 8 per cent of the total employment. The greater availability of personal credit and a growing vehicle population providing improved mobility also contribute to a trend towards annual retail sales growth of 12. Along with the expansion in middle and upper class consumer base. high disposable income with the end-consumer and the rapid construction of organized retail infrastructure are key factors behind the forecast growth. But these exaggerations also have benefits since they given a 17 . The reason behind this growth has been the synergy of many propellants. Size of Indian Retail Industry and Present Scenario The size of retail industry in an economy depends on many factors and the level of consumer spending is the most important among these factors. according to US consulting group AT Kearney’s report published in June 2010. according to the BMI India Retail report for the third quarter of 2011. However the growth is not always genuine as there are exaggerations as well. 2.2 Retail: Brief Overview The Indian retail sector is highly fragmented with more than 90 per cent of its business being carried out by traditional family run small stores. supermarkets and specialty stores are swiftly replacing the traditional formats dramatically altering the retailing landscape in India.96 billion in 2011 to US$ 785.12 billion by 2015.2 per cent. India is the third-most attractive retail market for global retailers among the 30 largest emerging markets.2. The retail sector in India has grown by leaps and bounds in the last five years. the report identifies potential in India’s tier-II and tier-III cities as well. hypermarkets.
Furthermore around 15 million retail outlets help India win the crown of having the highest retail outlet density in the world. Retailing in India: the present scenario The present value of the Indian retail market is estimated by the India Retail Report to be around Rs. 'What will be the future size of the retail industry' is the mind boggling question.900 crore is the largest of the different types of retail industries present in India. 00. Future Group and Godrej Agrovet's joint venture (JV) in rural retailing. The company also provides farmers with solutions to problems regarding their agricultural 18 . Another moot point that will gain importance in due time concerns the future of the unorganized retail market which constitute a significant proportion of the whole industry.000 crores ($270 billion) and the annual growth rate is 5. 'Aadhar'. They would be able to source the products from these wholesale centers and then sell it in their villages. 43. The retail stores have proved to be a vantage point for the customers. 7. Maharashtra. The group promoter Kishore Biyani has revealed that the JV is planning to come up with wholesale distribution centers across different districts and franchisees would be rolled out to local entrepreneurs who would have a better understanding of the concerned area.feel of growing competition all around. The contribution of retail sector to GDP has been manifested below: Growth trends Rural Retailing on a High Rural retailing enjoys an intense focus from big brands. is all set for a revamp. This implies that the small farmers who used to sell their product in the sabji-mandis and on roadsides are going to lose a significant market share as they can't employ the two profit maximizers-economies of scale and economies of scope. Haryana and Punjab and mainly sells wheat and paddy apart from daily need products. 12. Secondly the present situation is just a depiction of nascent stage.7 percent. Retail market for food and grocery with a worth of Rs. The future of the trajectory may not be as steep as it is now or may be even slope downward. The alliance operates stores in Gujarat.
The company gave these GPS-enabled phones to 120 of its field representatives.3 million. For instance. all of this was mapped.7 – US$ 88. fungicides. along with technocommercial suggestions to help them give a better output. We used this information to determine the opportunity the village presented to us. Marico is using mobile technology innovatively to arm its field representatives in their procurement process.output. managing director. Vadodara based ACIL Cotton Industries is all set to come up with around 40 outlets of 'ACIL Krishi Store' in Gujarat. It will open 50 new outlets by the end of 2011with an investment of US$ 3. a primary health centre. nearest distributors available.94 million. the Indian FMCG and retail sector is latching on to technology and applications to reach out to rural India. fertilizers. a hospital. its total strength.000 outlets in a year’s time. whether it has a school. Also. The IT team at Marico developed a mobilebased application for Nokia 5235 series handsets. which includes what kind of crop can they plant and when. and is expected to open around 400 outlets at a taluka level across Gujarat by 2016. It has been able to reach to 500. four outlets got operational in April . FMCG and retail giants are making good use of technology to reach out to rural India. Meanwhile. The overall investment planned is between US$ 66. As for 2011. HUL. The mobile application can also get real-time data from farmers. Meanwhile Hindustan Unilever Ltd (HUL) is experimenting with tablet PCs in its attempt to increase its rural reach. Pictures of crop and soil taken from the camera are used for monitoring progress of contract farming. ACIL stores will sell all types of seeds. Rajkot based Champion Agro Ltd is planning to come up with single window shopping facility for farmers. The name of the village. micronutrients. This helped the agrirepresentative to get the exact route and also saved on time. According to Nitin Paranjape. “We put all the villages on an IT map. Of these. ACIL has decided to focus on the Gujarat market. The company already has 35 agri-retailing outlets in the Saurashtra region. with mapped routes. seed information and weather condition. On similar lines. 19 . Since the data is available online. From low-cost handsets to tablet PCs.May 2011. this also helps the company analyze and take decisions quickly.
Taiwan. departmental stores. One reason that can be attributed to this rapid entry of the foreign retail giants . 2. The retail sector comprises of general retailers (managed by individuals/families). Soft goods: This includes apparel retailing. It has been seen that the retail companies have invested in the IT sector for their growth and development. They have registered a growth of 50% per annum. electrical appliances. Retail Sector. The participants in the retail market hold the presence of market in the cities as a signal to their growth.2. furniture and sporting goods. it is a very fast growing sector. The retail stores have mushroomed in the Tier II and Tier III cities. The retail firms have made lumpy investments in Enterprise Resource Planning 20 . specialty stores and discount stores. Malaysia is still a dream to the Indian retail market.5 Growth of the Retail Sector in India In this section we may deal with the growth of the organized as well as the unorganized retail sector of India. Although the retail sector in India contributes to about 10% in the GDP.4 Retail Industry. Due to the untapped potential that exists in the Indian retailing market. The activities of the retail industry can be broadly classified into: Personal goods store retailing Hard goods: This covers deals in goods such as electronics. Retail Trade The retail industry is responsible for the distribution of finished products to the public. One should not be impressed by the figures of the organized retail markets since developed market in US. The IT sector has contributed greatly to the growth of the retail sector in India. The unorganized retail sector has recorded a growth of 5% per annum while the organized sector is growing at 25-30 % per annum.is that the Western Countries have reached a point of saturation in their retail sector. it is the most underdeveloped sector in terms of investments that are made in this sector. Another reason as already mentioned earlier is the change in the tastes and preferences or the psychographic of the consumers that is bent in their favour.
Specialty stores were developed only in those areas that had a population of above 5. ITC. Rahejas and the Bharti Group. SAP has also assumed a significant role in the growth and development of the organized retail industry. restricted to general stores. Pantaloons. Retail Industry: Demand and Supply Drivers 21 . The foreign companies continue to wait in the sidelines. Revenues from retail sales in the US alone stood at $4. catalogue sales. vending machines and ecommerce.System as a strategy for their growth and development. Supermarkets flourished in the US and Canada with the growth of suburbs after World War II. Non-store retailing This includes infomercials. Another viewpoint is that the farmers have rather benefited since they were eager on the market intervention of the buig retailers for the purpose of marketing and processing of their output. They have helped in putting finances in the right channels of processing and packaging. These prominent retail chains have adversely affected the farmers in some states. the consumers can purchase the products at minimal price rates. The modern retail industry is booming across the world.000. the big retail chains are welcomed for the same purpose by the farmers. In places like Uttarakhand. Food retailing (restaurants) Automotive services and retailing Retail Industry: History The retail industry emerged in the US in the eighteenth century. Since the big retailers reap the benefits of buying directly from the farmers . The sudden growth of the organized retail sector can be attributed to the ushering of the domestic retail giants like Reliance. RPG. according to a report by the US Census Bureau.48 trillion in 2007.
The major demand drivers of the retail industry are: • • • • • • • • • Interest rates Population Employment Personal disposable income Individual debt The supply drivers include: Competitors in the industry Size of the market Cost of the factors of production 22 .
5 billion in 2007. Major retail giants include Wal-Mart. group subsidiaries are present in consumer finance. 23 . While retail forms the core business activity of Future Group. Combined sales of the top ten companies. insurance. six are American. retail media and logistics.6 Retail Industry: Major Players Of the world’s top ten retail companies in terms of total sales. BIG BAZAAR: Future Group. leisure and entertainment. were $978. capital. computed by Delloite. is one of India's leading business houses with multiple businesses spanning across the consumption space. Home Depot and Tesco.2. retail real estate development. Target. brand development.
(RRL) : 24 .60. electronics.Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels.000 square feet.000 square feet of retail space. RELIANCE RETAIL LTD.000 SKUs in a wide range of categories led primarily by fashion and food products. These stores offer over 200. A typical Big Bazaar is spread across around 50. food products.000 square feet and 1. Big Bazaar Express stores in smaller towns measure around 30. furniture. Most of the Big Bazaar stores are multi-level and are located in stand-alone buildings in city centers as well as within shopping malls.000 square feet. general merchandise. While the larger metropolises have Big Bazaar Family centers measuring between 75. fast food and leisure and entertainment sections. books.
groceries. ‘iStore by Reliance Digital’. a minimart concept. a homeware. (more): Aditya Birla Retail Limited is the retail arm of Aditya Birla Group. modular kitchens. an automotive products & services concept and ‘Reliance Living’.‘Reliance AutoZone’. a health. fresh juice bars and dairy products. These stores sell fresh fruits and vegetables. ADITYA BIRLA RETAIL LTD. an exclusive Apple products concept. furnishings concept. ‘Reliance Mart’. a jewellery concept. furniture. The ‘value’ formats offer a wide range and assortment of products required for daily household needs The ‘specialty’ formats are: ‘Reliance Digital’. ‘Reliance Jewels’. a consumer durables & information technology concept. ‘Reliance TimeOut’. a books. ‘Reliance Footprint’. a footwear concept. a neighborhood concept. an apparel & accessories concept. wellness & beauty concept.‘Reliance Trends’. staples. The ‘value’ formats that RRL operates are: ‘Reliance Fresh’. is the convenience store format which forms part of the retail business of Reliance Industries of India . The Company ventured into food and grocery retail sector in 2007 with the acquisition of a south based 25 . A typical Reliance Fresh store is approximately 3000-4000 square feet. music & entertainment concept.RRL operates several ‘value’ & ‘specialty’ formats. ‘Reliance Wellness’. an all under one roof supermarket concept & ‘Reliance Super’.
Mumbai. for you .MEGASTORE also has a strong emphasis on general merchandise. supermarkets cater to the daily. general merchandise & a basic range of apparels. Currently. Hyderabad and Vashi. groceries. Besides a large range of products across fruits & vegetables. groceries. weekly and monthly shopping needs of consumers. Indore. nine hypermarkets operate under the brand more. The product offerings include a wide range of fresh fruits & vegetables. New Delhi. Vadodara.MEGASTORE in Mysore. more. supermarkets across the country.supermarket chain. Supermarket more. Aurangabad.Conveniently located in neighbourhoods. there are over 600 more." with 2 formats Supermarket & Hypermarket. more.MEGASTORE . home care. Currently. Subsequently Aditya Birla Retail Ltd. Hypermarket more. Bengaluru. expanded its presence across the country under the brand "more. personal care. FMCG products. Comparison 26 .is a one-stop shopping destination for the entire family. apparels & CDIT.
449. offer price. Presentation as per the theme of the store for e.S No. Neat presentation. The percent composition of store and non-store retailers in 2007 was: 27 . NA 2 Details Product visuals. smart card (loyalty card). Parameter Spencer’s Big Bazaar Clean presentation along with a “tagline” of the offer. smart card(loyalty card) NA 3 Digital Marketing 2. TV. Radio (FM) and road-side billboards. For e.8 million in 2007 and the sales value of non-store retailers was €469. Big Bazaar advertisements are seen in print media.9 million. Double points on paying by master/ maestro credit card. MRP. store address detail. Product visuals. offer price. with color theme. store address detail. Product visuals. smart card (loyalty card). offer price. season’s greetings as per the region.g reliance fresh focuses on yellow color theme whereas reliance digital focus on red color.g. MRP. store address detail.7 Retail Industry: Statistics The total sales from store retailers stood at €108. “monthly bachat bazaar”. Market price. Facebook Reliance Retail 1 Presentation in the Newspaper Ad. Advertising has played a crucial role in building of the brand.
Store Retailers Non-Store Retailers Supermarkets 32.83 Vending 26.60 Small grocery retailers 24.46 Internet retailing 25.93 Hypermarkets 19.09 Home shopping 24.04 Food/beverage/tobacco specialists 15.68 Direct selling 23.43 Discounters 7.57 0.36 Total 100 Total 100 Source: World Retail Data and Statistics 2008/2009 The retail sector is vital to the world economy, as it provides large scale employment to skilled and unskilled labor, minors and casual and part-time workers. Employment in the retail sector in the US and Europe surpassed 32 million in 2007. Contribution of Indian Retail Industry to Indian Economy Contribution of Retail: What, How and for whom the presence of retail sector in India has been in limelight for the last few years. Its significance has been undoubted. Policymakers are quite optimistic that the evolution and steady maturation of organized retailing will take the economy to new highs. Besides, it will also help strengthen the linkages between the different sectors so as to break the vicious circle of poverty and ensure a bright future for the next generation. The benefit of retailing to general public includes growing awareness and brand consciousness. Indian Retail: Past Vs Present It is widely accepted that the retail industry has undergone a drastic change in last five years and there is yet more to come. Contribution of FDI in Retailing Permitting Foreign Direct Investment in the retailing sector can have immense benefits. It can generate huge employment for the semi-skilled as well as illiterate population which otherwise can't be employed in the already confined rural and organized sector. The retail sector is highly dependent on the rural sector. Thus it can facilitate the improvement of the Others
standard of living of farmers by purchasing commodities at a reasonable cost. It also stems out an indirect employment generation channel by training and employing people in the transportation and distribution sectors such as drivers, mechanics etc. It is also evident that real estate is a genuine challenge for organized retailing. Traditional retailers can use this situation in their favor by taking franchisees of the mega players of this industry. On the other hand, the consumer gains from the wide variety of choices and a more diversified basket of prices available under one roof. Secondly the indirect benefits like better roads, online marketing, expansion of telecom sector etc. will give a 'big push' to other sectors including the rural one itself. Last but not the least the huge tax revenue generated from these retail biggies and collected in government coffers will gradually wipe out the ugly looking fiscal and revenue deficits. Besides the transaction in foreign currencies by these MNCs will create a balance in exchange rate and will bring in stable funds in the economy as opposed to FII's hot money. This will in turn act as a boost to the developing (or 'transforming', as suggested by the USAID) economy of India. The phobias relating to FDI in the retail sector are unfounded as neither the retailing sector in India is an infant industry, nor it can outweigh the paramount local tastes and preferences. Let's pray that the retail sector like the IT and manufacturing sector brings happiness in the eyes of the people and help remove the regional and class-based disparities.
Different Segments in the Indian Retail Industry The retailing sector of India can be split into two segments. They are the informal and the formal retailing sector. The informal retailing sector is comprised of small retailers. For this sector, it is very difficult to implement the tax laws. There is widespread tax evasion. It is also cumbersome to regulate the labour laws in this sector. As far as the formal retailing sector is concerned, it is comprised of large retailers. Stringent tax and labour laws are implemented in this sector. If the retail industry is divided on the basis of retail formats then it can be split into the modern format retailers and the traditional format retailers. The modern format retailers
comprise of the supermarkets, Hypermarkets, Departmental Stores, Specialty Chains and company owned and operated retail stores. The traditional format retailers comprise of Kiranas, Kiosks, Street Markets and the multiple brand outlets. The retail industry can also be subdivided into the organized and the unorganized sector. The organized retail sector occupies about 3% of the aggregate retail industry in India. Size and contribution of the retail industry in India In terms of value, the Indian Retail industry is worth $300 billion. Its contribution to the Gross Domestic Product is about 10% , the highest compared to all other Indian Industries. The retail sector has also contributed to 8% of the employment of the country. The organized retail sector is expected to triple its size by 2010. The food and grocery retail sector is expected to multiply five times in the same time frame. The major reason behind the low participation in the Indian retail sector is the need for lumpy investments that cannot match up their break even points. The government policies are being revised from time to time to attract investments in this sector. The Indian Retail Industry—Sky is the limit In terms of the retail development index India ranks fifth. In Asia it occupies the second position , next to China. Among all the global markets, the Indian retail market is the most expanding. This is owing to absence in restriction at the entry level. So the large foreign companies can reap the benefits of economies scale by entering the green retail fields of India. There are many reasons why the retail industry in India can reach the zenith. Firstly the organized retail sector in India has a very low contribution to the entire retail sector in the country. Hence there is ample scope for the new players to achieve success in the backdrop of soaring disposable income of the upcoming generation. Secondly, not only have the incomes increased but there has been a sea change in the preferences of the consumers . These factors have acted as a stimulus for the ushering of foreign players retailing in apparels, accessories, electronic appliances etc. Large shopping malls have already mushroomed in the metropolitan cities. There still lies untapped potential in the Indian Retail Market.
The third and the most revolutionary judgment is actually an outcome of the whole game. The draft of a bill has been finalized to amend the Kerala Essential Commodities Act so that the state government can intervene in the retail market. that are mandatory to start a retail chain in the state. At the first stage. Government-controlled supermarkets and hypermarkets will be established in some of the key cities in the state. Entry of large players: stiff opposition from Left Parties The recent outburst of fury among the Kerala's LDF (Left Democratic Front) Government has been noticeable. So in this study let us compare the views for and against liberalization as is held by Indian Bureaucrats.” suggests the A.92% and a sex ratio of 1058 31 . As a second step. With Lok Sabha elections to come in 2009. Kochi and Tiruvananthapuram corporations will be in fact commanded to reconsider the licenses of outlets that are already operating in the regions.8 Government policies and regulations for the retail industry in India.2. Kearney's Retail Development Index 2006.. Kerala claims to have a literacy rate of 90. This strategy grants more power to the state. This rigid legal wall not only in Kerala but across the country has been born out of a traditional mindset.T. It is a common knowledge that the Union government has to face a number of hurdles both from its opponents as well as it's allies before it could announce the final verdict. not only MNCs but also the local retail giants like Reliance will be shown the red signal. the Union government too seems a bit confused regarding decision in who's favor can provide it a political edge.. local councils (70% of which is controlled by the Left) will deny licenses. In fact a magnified CPI protest has compelled a Reliance Fresh outlet in Kochi to take police protection.. “India's government seems to be on a gradual but definite path toward allowing foreign retailers into the country. Simultaneously economists have the consensus that industrialization is imperative for the growth of the economy and foreign investment has to play an inevitable role in it. There have been demands from all corners regarding framing of rules to safeguard interests of the so-called small traders. However a ban on shopping in these outlets is still not clear. They have exacted for a three-pronged approach to prevent the retail giants from serving the Keralians.
000 sq. It will generate substantial direct as well as indirect employment and at the same 32 . This is the basic structural adjustment in case of any transforming economy. Let's make an attempt to understand the vicious circle of unorganized retailing and present employment scenario. The Ruling UPA government's outlook The UPA government is rather clear in its aim of taking India to new highs.earning lower than expected wages(Harris Todaro model of migration). But the government is still holding good. India is at a take off stage. There has been a trend to migrate to cities in search of alluring bright city lights. So the unorganized retail market in India has born out of fate rather than selection. The main worry is the negative impact on the already gloomy condition of employment. The data speaks for the government's prudent commitment in the case of Kerala.ft. Unorganized retailing has a share of about 96% in the Indian retail sector.000 people in the 35. But why should people work in such miserable situations if the manufacturing and services sector are booming is the overwhelming question. This clearly indicates that people (even in remote places) have become fed up of monotonous marketing practices and demand nowadays is purely governed by choice. This gives birth to another unorganized retail shop in India and thus enlarges its share. The Actual Scene Those opposing the expansion of organized retail in India must understand that the share of primary sector shrinks and that of the secondary and then the tertiary sector expands as an economy grows. But the consequences has been even worse. A retardation in the agricultural sector is not permissible but inhibiting the growth of services on grounds of protection to agriculture is more irrational. the conventional 'infant industry' outlook. A proof of this has been seen in a small town of North Bengal. The opening of a Big Bazaar (brand name for stores under Pantaloon) departmental store has seen a human deluge of about 7.females per 1000 males. The commerce minister has repeatedly asserted that FDI will kill two birds with the same stone. So it is high time that the government opens up avenues for its people to let them grow and become self dependent. shopping mall by 3pm. The illiterate and unskilled people ultimately set up a grocery shop to earn a living.
1930 This section of retail law is established under the Sale of Goods Act. These marketing 33 . The indirect employment includes jobs in transport. The UPA government has already permitted 51 percent FDI in Single-brand products without consulting its allies and it is expected that slowly but steadily the government will achieve its goal. Under no circumstances should a national level monopoly be allowed to develop in the retail sector. Foreign majors such as Wal-Mart. Tesco and Carrefour are ready to enter India. both at the Central as well as State levels. A mechanism should be set up where complaints against predatory pricing can be registered by small retailers. packaging and other logistic services. • In order to prevent the development of big private monopolies in retail trade. Mr. state as well as region. SALE OF GOODS ACT. It will enhance competition in the country thus giving a virtual chance to face global challenges while operating at home. it is also important for the Government to ensure its presence in the market. description of goods and the rights of a seller who hasn't received the entirety of an agreed payment.this decree covers subjects such as the sale of goods. Nath is clearly focused on the utilization of FDI in acquiring benefits. Several Government marketing agencies exist. For this it is important to restrict the number of retail outlets that a single private entity can open in a city.time will not tamper with the present scope of the unorganized retail market. 1930. • There should be guidelines to prevent predatory pricing and below-cost sales by organized retailers. selling at the valuation price. GOVERNMENT’S ROLE IN PREVENTING PRIVATE MONOPOLIES • A single large format retailer should not be allowed to capture a large market share. It is true that such investments will bring in huge imports but this may also help in the Indian products reaching the foreign consumers.
Partnerships between existing Government marketing agencies and cooperatives can also be considered. which can also invest in developing modern supply chain infrastructure.agencies should be revived and encouraged to grow and compete with private large format retailers. New retail cooperatives should also be promoted. especially in food retail where synergies exit 34 . • Encouragement should be provided to the existing retail chains in the cooperative sector. Panchayati Raj Institutions (PRIs) should be involved in the administration of cold storages and procurement centers. • To create a few big public sector retail chains should be seriously considered.
CHAPTER 3 _____________________________________________________________ COMPANY & PRODUCT PROFILE 35 .
and offering the joys of hypermarket shopping in 2001. becoming the country’s first grocery chain back in 1920. Our brand positioning –Makes Fine Living Affordable – embodies this approach.well-travelled citizens of the world. delighting shoppers with the best products and services that enable a fine living at reasonable prices while providing them with a warm. 36 . we run about 200 stores (including about 30 large format stores) across 35 cities in India.COMPANY AND PRODUCT PROFILE Spencer’s Retail Limited is a multi-format food-first retailer providing a wide range of quality products to discerning young customers .000 people. friendly and knowledgeable retail environment. we have been instrumental in introducing Indian customers to the concept of organized retailing. looking out for authentic flavors and experiences in a fun-filled shopping environment.500 crore RPG Group. As one of the earliest entrants in the retail space in India.3 . Part of the Rs 15. employing more than 7.
spanning the length and width of undivided India. The joint venture. Back in 1920. evolving over time but always keeping customer needs and satisfaction center-stage. Spencer (John William Spencer. RPG retained 48 of the 93 stores it owned. In 1995. we were the first grocery chain in India. there was a Mr. from Karachi to Chittagong. it carries the promise of innovation. and in 2001. and personal care. Since inception Spencer’s has been a customer-centric brand. launched Food world as a joint venture with Hong-Kong based Dairy Farm International. kicked off a new phase in both the history of the Spencer’s brand. which operated supermarkets under the name “Food world” and hypermarkets under the name “Giant”. HERITAGE Since 1863. we introduced India to the joys of hypermarket shopping. What has remained unchanged almost 150 years is the trust the Spencer’s brand evokes. and the retailing India. we became the first supermarket chain.A “food first” retailer we offer both fresh and packaged foods as well as groceries. toys. and service. Spencer’s has been a part of the Indian retail landscape. the Spencer’s Empire stretched from Peshawar to Cochin. home and office essentials. In 1980. RPG Enterprises. Spencer’s. constantly innovating. We also have a wide selection of electronics and electrical equipment. quality. and became part of the RPG Group in 1989. garments and fashion accessories. the confidence 37 . To the customer. pioneering formats. At one time. Originally owned by a British gentleman – yes. to be precise) – it acquired Indian ownership in the 1960s. These were re-furbished and their launch under the brand name. was terminated in 2006. the flagship company of the RPG Group.
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. and customer engagement programs and that too since our inception at 1863 • Heritage – we are India’s oldest retailer. with a special expertise in food • Quality – we lay a huge emphasis on all-round quality: in products. entertainment) brands. Most retailers choose to play the price game. DIFFERENTIATORS In the Indian milieu.that they will always be able to find a Spencer’s at a convenient location. service standards. The following characteristics distinguish the Spencer’s brand and create memorable 360° shopping experiences for customers: • Products – we offer the widest range of food and lifestyle (fashion. there are only two routes to survival – discounting and differentiation. stores. home. delighting shoppers with the best products and services that enable a fine living at reasonable prices while providing them with a warm. friendly and knowledgeable retail environment. Our brand positioning – Makes Fine Living Affordable – embodies this approach. and that it will offer a wide range of products at affordable prices. with many firsts to our credit 38 . that it will have a pleasant ambience.
accessible. contemporary. looking out for authentic international flavors and 39 . trusted by India’s exploding population of the upwardly mobile middle class. These include: RETAIL DESIGN INITIATIVES The Retail Design team helps Spencer’s deliver its brand promise in a way that is sophisticated. being international. we fulfill every need and provide maximum convenience Promotions – we seek to offer the right products at the right time at the right price. introducing a host of innovations to make shopping even more convenient and enjoyable for the customer. well-travelled citizen of the world. but not snobbish. These results in differentiation without alienation of loyal customers or loss of the brand equity acquired over the years.• Multiple Formats – from daily to weekly and specialty shopping. synonymous with quality goods and services. with promotions carefully designed to suit the buying cycle and shopping basket of the customers • • Brand Imagery – our stores and staff seek to make our customers feel right at home. Central to the retail design strategy is a unique brand position .Taste the World. empathetic and trusted INNOVATIONS Throughout its long history (the first ever Spencer’s store opened in 1895). Spencer’s has continually helped reshape the retail landscape in India. Spencer’s has been a recognized and respected player in the Indian grocery business. derived from the customer’s own transition from a price-conscious purchaser to a global-minded.
Kolkata. Finishes. to carefully selected veneers and textures that complement the attractive. white. and category-specific color arches suspended over zones and departments to provide visual relief and act as navigational aids Originally rolled out at the Spencer’s hypermarket at South City Mall. our store interiors have a fresh. and expansive feel • Graphics & Signage . This is evident in: • • Storefront Design – the store entrance resembles that of an entrance arch.from color-corrected lighting warming up the foods and vegetables area. and low-maintenance presentation of modern. Spencer’s has consequently evolved from being a preferred grocery retailer to being a passport to a stimulating world. an upscale look and feel. the joy of exploring and the convenience of locating what they want • Shop fit Design – from chef’s tables to signage aids. the emphasis is on attractive. curved signage featuring the signature “Taste the World” tagline. the new retail design program is being implemented at all stores VISUAL MERCHANDISING INITIATIVES The Visual Merchandising program uses a mix of theatre and edutainment to depict Spencer’s as a “Food First” retailer with a “Taste the World” mindset.shopping at Spencer’s is a visual treat. color palette of bright orange. This is evident in: • Feature Displays . and Swiss coffee. before continuing their journey of exploration. space-efficient.Hotspots and focal points around the store carry thematic product displays to welcome shoppers and give them the opportunity to pause and absorb the ambience that constitutes a “Taste the World” experience. cheerful. enhanced by bright orange “Heritage boards” that tell the Spencer’s story. international goods alongside local flavors and product experiences • Innovative Use of Materials. and Lighting .experiences. 40 . leading in the shopper to a world that is welcoming and exciting Interior Design – to ensure that shoppers enjoy a warm and friendly ambience.
The Fresh Baked Daily -Spencer’s Patisserie is Spencer’s LIVE Bakery offering simple. Masala Bread-pure Indian. Fiberglas models of aquatic food. blue for electronics and multimedia. and red for furniture and home goods) make for easy navigation. An Eiffel Tower and Big Ben here. and cheese denote the fish counter and delicatessen. we go to a great deal of effort to ensure you a unique range of products • Gourmet Centre . Spicy Salsa Picante Bread-the Mexican twist. breads. our food innovation wing researches world cuisines and develops recipes for a wide range of popular and trendsetting dishes. The products are an ideal mix of simple.frame highly stylized displays at focal points. PRODUCT INITIATIVES All supermarkets and hypermarkets sell the same things. Baguette-the French classic. while visual metaphors of “farm-fresh” and “Taste the World” drive home our brand promise. for those who’d like to prepare the dishes at home. Ingredients for these dishes are also retailed through our stores. specialty and exotic range of freshly made bakery and confectionery items. Be it Focaccia-the Italian flat bread. White Breadthe simple one. specialty and exotic varieties from all across the world. right? Wrong. sophisticated violet for fashion.Run by an expert Food Scientist cum Cordon Bleu Chef. a Chinese pagoda and Thai hut there . which include delicious cookies and sauces. While we do stock popular ranges. gathered from the best ones from all across the world. These form the basis for developing our own range of products. including Indian favorites. • Spencer's Patisserie . including Indian favorites. Multigrain & Whole Wheat Bread-for the health conscious are 41 . pickles and jams. The recipes are authentic.• • Presentation of Merchandise - Category-specific colour coding (fresh green for food.
France. 200 variants of 300 types of cheese. ft. chocolates. in fact. 60 variants in vegetarian and nonvegetarian convenience foods. Spain. China. The products serve as ingredients to cuisines of Thailand. Italy.Kolkata’s first Gourmet store is spread over an area of 1500 sq.Wine ignoramuses or aficionados we cater to both. • Gourmet store . Indonesia. mouth-watering cakes and pastries like Blueberry Cheese Cake. Hot Puffs. Trio of Chocolate and Black Forest cater to all. Spencer’s was. cold-cuts. 500 different types of beverages. the first Indian retailer to offer a selection of Wine & Spirits in its stores. 100 variants chilled & frozen food items. and the first to present an in-store wine and cheese tasting experience to shoppers 42 . • Wine & Spirits . exotic and organic fresh fruits and vegetables. with a wide range of wines expertly selected from as many as 181 countries. Sri Lanka and UK to name a few. the dry fruit cakes. • The store offers a wide range and assortment of gourmet breads. America. Chile.some of the breads. oils and vinegars. biscuits. Exotic cookies. 300 types of pastas and noodles. It is has more than 4000 products to choose from and offers the finest ingredients of gourmet cuisine and recipes to guide in the making of lip smacking delicacies from across the world. Argentina.
43 . be sure to take your pick from the live fish-tanks on display. • Edutainment Booklets – Want to serve wine but not sure how? Want a recipe for preparing cheese fondue? Curious to know why organic food is supposed to be better for you? Pick up a booklet and find out. Chicken. Fish . these tell you a little more about the products on offer and how to use them. From the story of olive oil to the origins of cocktails. Seafood lovers.• Meat.our counters for fresh non-vegetarian items truly represent the finest fresh cuts a shopper can get.
MILESTONES 44 . from Pastas to Stays and from Cheese Fondue to Cool mock tails Spencer’s Chef Corner gives customers an opportunity to learn more about their favourite world cuisines.Live Counters with Master Chefs preparing gourmet delights are always popular at buffets we brought the concept to our stores in the form of the Spencer’s Chef Corner.STORE EVENT INITIATIVES In-store event initiatives ensure that a visit to Spencer’s is always a memorable experience. From Salads to Sushi. a first-of-its-kind in-store experience that involves customers even as it showcases the ingredients displayed in our Specialty Bays. swirl or savory. • Modern Menu – Footsore and still not done with your shopping? Stop by at our food court and treat yourself to a shake. • Live Kitchen .
• 45 .Joint venture with Dairy Farm International Holdings terminated. Kolkata. Hyderabad. by Krishna Yadav. to set up the Food world chain of supermarkets in India • • 1996.Spencer’s enters into a Technology Assistance Agreement with Dairy Farm International Holdings Ltd. Chad Valley. Exclusive tie-up with £ 3 billion Woolworths plc.John William Spencer and Charles Durrant open the first ever Spencer store in Chennai 1920. o First new store under the Spencer’s brand name inaugurated in West Mambalam. for retailing their internationally acclaimed toy brand. o 100th Foodworld store inaugurated in Pondicherry • 2006.000 sq ft flagship store inaugurated at South City Mall.75. and their Ladybird brand of kids wear. UK. the latter is Woolworths first international tie-up in the children’s apparel segment.RPG Enterprises buys a majority stake in Spencer’s 1995.• • • • • 1983. Labor Minister of Andhra Pradesh. Hong Kong. S. renowned Karnatic musician 2001. Chennai.First Food world store inaugurated in R A Puram. by M.Spencer’s becomes the first supermarket chain under Food World in India 1989.First standalone store inaugurated at Vadodara.. Chennai • 2008. Subbulakshmi.First hypermarket inaugurated in Musheerabad.Spencer’s becomes the first grocery store in India 1980.
FORMATS 46 . ft) of Bangalore in Sarjapur Launch of the first café and bakery outlet under the Au Bon Pain brand in Bangalore 2010. • • • • • • Announcement of exclusive tie-up with Ladybird brand of kidswear from the house of UK-based Shop direct Group. Taiwan and Thailand.Launch of the first exclusive brand outlet of Beverley Hills Polo Club in Delhi. Announcement of the exclusive tie-up with Marc Ecko Enterprises of USA for Ecko Ultd and Ecko Red apparel brands.Foray into Punjab with the launch of three Beverley Hills Polo club outlets in Amritsar and Jalandhar. • • Alliance with Beverly Hills Polo Club – its first international tie-up in fashion 2009. Gurgaon. The first store launched in upmarket DLF Promenade Mall in Vasant Kunj.• Tie-up with Au Bon Pain. New Delhi. South Korea. Launch of the first hyper store (35000 sq. The first store was launched in MGF Metropolitan. Announcement of a change in brand positioning from “Taste-the-World” to “Makes Fine Living Affordable”. the Boston-based fast casual dining and bakery café chain having more than 200 outlets in America.
basic apparels and electronics and electrical. baby care. giving shoppers fantastic deals across food. 70. Modern Menu – our in-store food court. called Spencer’s hyper Spencer's are neighborhood stores that cater to the daily and weekly top-up shopping needs of customers. Spencer’s hyper are destinations for more than just shopping.As the pioneer in organized food retailing in India. At least 15. ft. home and entertainment all under one roof. called Spencer’s Hypermarkets. wine or cheese tasting sessions there’s always something extra happening at a Spencer’s hyper. Country and theme festivals.000 sq. We run more than 200 stores across 35 cities in India. staples and frozen foods. chilled and frozen foods.000 sq ft sometimes offer a selected range of baked. which combine a supermarket with a department store.500 to 15. Spencer's hyper are megastores.000 sq. Ranging from 1. the Spencer’s Chef Corner with master chefs showing you how to prepare exotic dishes. on average. ft in size. having a floor area of more than 10. they stock. an assortment of fruits and vegetables. personal and home care products. fashion. The larger of these stores. food and non-food Fast Moving Customer Goods. Currently. in South India. in size.000 items. at minimum. we offer customers two retail store formats: • • Convenience stores. 47 . they stock. the modern-day Spencer’s started operations back in the early 90s.
as customers prefer. Scorez (sportswear). jams and cookies. Your quest for fashion ends right here. dry fruits and nuts. In fashion. beverage. instant noodles. Detergents. tissues. junk jewellery and footwear to complete the look. toilet cleaners. both contemporary and classic. From a range of premium storage and kitchen utensils. Asankhya (women’s ethnic wear). wafers. personal care. Sporty or stylish. pickles. 48 . to express personal style. casuals for lounging or leisure. Another category where our Private Brand Spencer’s Nature’s best offers you freshly packed greens which include some select exotic herbs and aromatic ingredients. to beautifully designed melamine ware and foil wraps. Tasty Wonders. Some of our popular labels are Island Monks and Mark Nicolas (both for men and women). Spencer’s Smart Choice. From cooking to serving. Office or occasion-specific formals. dish wash.Maroon is your complete kitchen partner. Our South Indian range of pickles has a wide assortment catering to regional tastes.our pickles are customized to regional flavors as well. Clean Home and Maroon are some of our brands which host a varied choice that fulfils almost all needs of a modern household.OWN BRANDS Private Brands in Spencer’s offer a wide range of products from food. and accessories like leather items. What’s more. pulses. breakfast cereals. whole spices. Maroon is a brand for premium home care solutions. you will also find smart backpacks and convenient travel accessories. hand wash etc. Trendy designs in comfortable fits and cheerful colours. floor cleaners’ support the home needs. and fashion to home utility items. honey. While our personal care range covers face wipes. sauces. people have choices. La Bonita (footwear). Rice. baby needs.to name a few in our food range. breads.
snacks and savories Home Essentials Home cleaning products Ethnic wear for women Casual wear for both men and women Formal wear and footwear for men 49 .All the private brand products are conveniently priced and come with a promise of great quality. All these brands and products are available in all stores. FMCG food and non-food FMCG food only currently in breakfast cereals.
CHAPTER 4 _____________________________________________________________ LITERATURE REVIEW 50 .
opportunities and threats in the landscape Positioning strategy: how you’ll position your offering to focus on opportunities in the market Value proposition: the type of value you’ll deliver to the market. COMPETITIVE POSITIONING: Competitive positioning is about defining how you’ll “differentiate” your offering and create value for your market.LITERATURE REVIEW Marketing is the process of developing and communicating value to your prospects and customers. weaknesses. 51 . Most small to medium-sized businesses struggle with marketing. competitors. The marketing function is often treated as a cost center--ad hoc activities that don’t provide measurable results that can be tracked to the bottom line. It’s about carving out a spot in the competitive landscape and focusing your company to deliver on that strategy. Good marketing is essential for every company. stage of growth Customer segments: groups of prospects with similar wants & needs Competitive analysis: strengths. A good strategy includes: Market profile: size. It can make a company with a mediocre product successful. but poor marketing can send a good company out of business.4 .
you can efficiently market to seach group. Group your prospects into “segments” that have similar problems and can use your product in similar ways. growth. product leadership and customer intimacy.One of the key elements of positioning strategy is value proposition. mature. budget and opportunity. SEGMENTING THE MARKET: Understand the problems that your market faces. EVALUATING COMPETITION: List your competitors. Rate your own company and your direct competitors on operational efficiency (price). Determine whether your market is in the introductory. This “lifecycle stage” affects your entire marketing strategy. By grouping them into segments. Talk with prospects and customers. product leadership and customer intimacy. or declining stage of its life. Include any competitors that can solve your customers’ problems. or conduct research if you have the time. even if their solutions are much different than yours – they’re still your competition. Uncover their true wants and needs – you’ll learn a great deal about what you can deliver to solve their problems and beat your competitors. major competitors and how they’re positioned. PROFILING OF THE MARKET: Document the size of your market. There are three essential types of value: operational excellence. DEFINING VALUE PROPOSITION: 52 .
Marketing campaigns can include many different media: Door knocking (leaflets through the door) Poster in notice board Auto announcement Mobile Van Paper insertion Society activation(kiosk inside your society) Cloth banner Hoarding Hoarding Partnership(communication using retailer like Gym/ Hotels/spas/parlors etc ) 53 . The key word is “series” since it usually takes multiple touches for your audience to recognize your message and respond. or customer intimacy (the best solution & service). product leadership (the best product).” MARKETING CAMPAIGN: A marketing campaign is a series of touches with your market to communicate a key message. your decision is your “value proposition.There are three core types of value that a company can deliver: operational efficiency (the lowest price). Determine which one you’re best equipped to deliver.
There are certain advantages of branding. a brand manager can charge extra price and people pay for that trust. • 54 . Branded products have an edge over unbranded products. 'Pears' soap that was launched somewhere in the end of 1800 is still alive although they have changed the product. A successful brand is an identifiable product or service. Premium price: Brands generate trust. They are: Product dies but a good brand never dies: The first car T-model is no more but the brand 'FORD' is still alive. and hence. leads to greater sales. Even they are looking for line extension but basic brand names are the same. and buyers or users perceive values in it which matches their needs. • Sales or market share: A brand generates familiarity and trust. Promotional SMS Direct mail E mail Advertisement Branding plays a crucial role for all the products and services.
as opposed to product characteristics. Brand Religion Brand: The ultimate brand position is that of brands that . a faith to which they profess. The total product offering allows each party to move towards these goals. • • • • ABOVE. and gain a better reputation than its competitors. Profit making company wishes to improve or maintain profits and market share. Promotion is a part of a firm’s overall effort to communicate with consumers and others about its product or service ‘offering’. the brand becomes more involving. This association clearly differentiates the branded product from the rest. and thus.have become a "must". Both the company and the consumer have needs which they aim to fulfill. In fact to many people promotion is marketing. The model distinguishes 5 types of brands: • Product Brand: Products without any form of added value connected to the generic element. Concept Brand: Brands that are driven by emotional values . According to brand evolution model developed by Kunde (2000) as the value of brand becomes stronger and more relevant to customers. and the consumer aims to reach his or her personal goals. it is perhaps ‘promotion’ that is the most prominent ‘P’ in the ‘4 P’s’.in the eyes of the consumer .have become equated with the function they represent.in the eyes of the consumer . offering a ‘bundle of satisfactions’ which fulfill needs in an instrumental and a psychological sense.• Differentiation: Creating a brand is nothing but creating a strong association. Brand Culture Brand: Brands that are so strong that they . managers need to make their brand values more relevant to increase customer's involvement. This is explained by religion model also.AND BELOW-THE-LINE PROMOTION In terms of the general perception of all of the marketing mix elements that a firm may employ. The phrase 55 . Corporate Concept Brand: Brands that merge with the company and present themselves in a sustained and consistent way.
but has little control over the fourth variable. that encourage quick action by buyers. Personal selling involves a seller attempting to persuade a potential buyer to make a purchase. For example. The company has control over these three variables.‘Marketing Communications’ is generally preferred to the term ‘promotion’. Retail stores have ‘personalities’ that consumers associate with the products they sell. Company size. design of packaging and trade-marks are all product cues which convey a message about the total product offering. Put together. free samples. etc. Promotion describes the communications activities of advertising. Products receive a ‘halo effect’ from the outlets in which they can be found and two stores selling similar products can project entirely different product images. a perfume sold 56 . Price can communicate different things under varying circumstances. including brand name. these promotional activities make up the promotional or communications mix with varying emphasis on each element according to the type of product or service. this term being reserved for a branch of communications called ‘below-the-line sales promotion’. competitive strengths and weaknesses and style of management all influence the promotional mix. sales promotion and publicity/public relations. Product communication. The place in which the products are to be found also has notable communications value. Advertising is a non-personal form of mass communication. Companies can gain some control over the publicity it receives by the release of news items. This is another non-personal communication method that reaches a large number of people. Sales promotion encompasses short-term activities such as giving coupons. characteristics of consumers and company resources. publicity/public relations. price and distribution channels used. for instance conveying ‘prestige appeal’ for those buyers who perceive that a high price is equal to quality and prestige. paid for by an identified sponsor. but it is not paid for by the company and is usually in the form of news or editorial comment regarding a company’s product or service. Other communications elements with which promotion must be coordinated are the product itself. personal selling.
An effective marketing communications system also allows feedback from the consumer to the seller. Some BTL activities photo graphs. Buyers’ perceptions of market offerings are influenced by the amount and type of information they receive as well as their reaction to that information. Effective communication means effective marketing. a company can influence customers to buy its brands in order to make profit. Presenting an integrated set of stimuli to a market target with the aim of raising a desired set of responses within that market target. Setting up channels to receive. POLE KIOSK KIOSK 57 . At the same time it can stay in touch with its market so that it can adjust to changing market conditions and take advantage of new communications opportunities. interpret and act on messages from the market to modify present company messages and identify new communications opportunities. 2. Marketing related messages Marketing communications can be defined as the process of: 1.through an upmarket store will have a much higher quality image than one sold through supermarkets. There must be a good flow of information between seller and buyer to assist decision-making that precedes a purchase. As both a sender and a receiver of market-related messages.
BRANDING ON CITY BUSES MOBILE VAN 58 ..HOARDING MOBILE VAN .
CHAPTER 5 _____________________________________________________________ 59 .
To know consumer loyalty towards hyper store. To study effectiveness of IN-STORE communication of hyper store.OBJECTIVES AND SCOPE OF STUDY Objective To study the BTL (Below The Line Activity) of various hyper stores and suggest best BTL mix for Spencer's hyper. 60 . • • • • • To study BTL activity done at various hyper stores. To study effectiveness of OUT-STORE communication of hyper store. To study buying pattern of consumer.
Scope of the Study Which competitor is doing what kind of advertisement and how much benefit he is getting from the same? Which is the best media which knocks on to the consumer mind? Which media and advertisement plan remain attached to the consumer while making the decision to buy? While going through the advertisement what they look for? Product/Offer/Value etc. In the era of digital marketing how successful can it be for Spencer’s? 61 .
RESEARCH METHODOLOGY 6.CHAPTER 6 _____________________________________________________________ RESEARCH METHODOLOGY 6.1 Definition of research: 62 .
which contributes to its further advancement. 6. observation. why particular method of analyzing the data has been used and the host of similar other questions are usually answered when we talk of research methodology concerning a research problem or study. in what way & why the hypothesis has been formulated. using objective and systematic methods to find solution to a problem.Research is an original addition to the available knowledge. research is the search for knowledge. whereas • Descriptive Research Study means to portray accurately the characteristics of a particular individual. situation. Why research study has been undertaken. Research methodology has many dimensions and research methods do constitute a part of research methodology.2 Type of research Exploratory. It is an attempt to pursue truth through the methods of study. Descriptive.3 Sampling Design: A definite plan for obtaining a sample from a given population is called sample design. In sum. 63 . Sampling design refers to the technique or the procedure the researcher would adopt in selecting the sample. • Causal Research: a study conducted to test a hypothesis of a causal relatationship between variable ( such study is also known as hypothesis testing research study ) In this Project Researcher have used descriptive type of research. how the research problem has been identified. It is a technique of selecting items for the sample. It is nothing but a definite plan for obtaining a sample from given population. 6. comparison and experiment. what data has been collected and what particular method has been adopted. or a group. Causal • Exploratory Research Study means to gain familiarity with a phenomenon or to achieve new insights into it.
Size: 460 6. Secondary data: secondary data is collected through internet & books. club. flat etc 3 Social unit such as family. The size of the sample should not be excessively big nor to small should it be optimum.6.3 Sample Size: By size of the sample we mean the number of item that need to be selected from the universe to constitute a sample. 6. KOLKATA. 2) Non probability or purposive sampleMeans those samples which are based on the choice of researcher In this project researcher has used non probability.4 Technique of sampling Mainly there are two techniques. 64 .4 Data collection method: Primary data : Primary data is to be collected by the direct interview of the costumer.3. 6. town etc.3. Sapling units are usually of the following type 1 Geographical unit such as state.3. school etc.1 Universe: Total no of consumers in and around four cities. 6. 2 Construction unit such as house.3.2 Sample unit: A decision has to be taken concerning a sampling unit before selecting a sample. 1) Probability or Random sampleRandom means that every element in the total population has an equal chance or probability of being chosen for the sample and that each of these elements is independent of the other. Unit: Consumers of Spencer’s Retail & competitors in and around four cities viz. PUNE AND BANGALORE. district. random sampling and purposive sampling. LACKNOW.
6. Data collected may not be a representation of the entire population.6 limitations of the study Following are the few limitation of the particulars research study. 6. The time duration for this project was only for a period of 60 days. This study was limited to the capabilities and willingness of the respondents in appropriately answering the questions and information given by respondents may be correct and may not be correct 65 .. This study was based purely in four different locations in Kolkata. The sample size chosen is limited to 200 only because of time and financial constraint.5 Data analysis technique: Graphs. I also took the view of respondents who don’t shop from Supermarket’s. Charts & Tables.
CHAPTER 7 _____________________________________________________________ DATA ANALYSIS & INTERPRETATION 66 .
Response Big bazaar esay day Shoppers vishal mega mart Spencer’s More Reliance Percentage 47% 1% 10% 3% 29% 4% 7% Pie Chart -7.1 Do you own any of these loyalty cards? Loyalty card ownership.Table-7.1 67 .
Table -7.2. 4% of the shoppers are having loyalty card of More. Response Two wheeler four wheeler Bar Chart -7. 7% of shoppers are having loyalty card of reliance. Do you own any vehicle? Vehicle ownership/user ship. 32% shoppers are having loyalty card of Spencer’s.2 Percentage 62% 38% 68 .Source: Primary Data Inference: • • • • 52% Shoppers are having loyalty card of Big bazaar.
Table-7.3. For how many times do you shop from particular store? Shopping Frequency for lucknow hyper. Response Daily Weekly Percentage 6% 47% 69 .Source: Primary Data Inference: • 62% of the customers are using 2 wheeler and 32% of the shoppers are using 4 wheeler.
9% says they go in hyper market ones in month & 5% says ones in 2 week .4.3 Source: Primary Data Inference: • • 47% of the Shoppers who answers has give preference in Lacknow is to go in hyper market weekly. 70 . For how many times do you shop from particular store? Shopping Frequency for pune hyper. Table-7.Ones in 2 week Ones in month Ones in 2 month Rearly First time to day 5% 9% 6% 0% 0% Pie chart-7.
4 Source: Primary Data Inference: • • 30% of the Shoppers who answers has give preference in Lacknow is to go in hyper market weekly.Response Daily Weekly Ones in 2 week Ones in month Ones in 2 month Rearly First time to day Percentage 30% 22% 10% 20% 10% 3% 5% Pie chart-7. 9% says they go in hyper market ones in month & 5% says ones in 2 week 71 .
5 Source: Primary Data Inference: • • • 35% of the Shoppers who answers has give preference in Bangalore is to go in hyper market weekly. 72 .5. 30% says they go in hyper market dealy. Response Daily Weekly Ones in 2 week Ones in month Ones in 2 month Rearly First time to day Percentage 8% 50% 40% 30% 5% 2% 8% Pie chart-7. 8% shoppers say they go in hyper market oones in 2 months.Table -7. For how many times do you shop from particular store? Shopping Frequency for Bangalore hyper.
Table-7. For how many times do you shop from particular store? Shopping Frequency for Kolkata hyper. 73 .6 Source: Primary Data Inference: • Details are mentioned in the below from the data collected most of the customer’s visited the store once in a week (24%) and daily (20%).6. Response Daily Weekly Ones in 2 week Ones in month Ones in 2 month Rearly First time to day Percentage 20% 24% 20% 14% 10% 10% 2% Pie Chart. 20% says they visit store ones in 2 week 10% says they visit rearly & 10% says they visit ones in 2 months.
do you like the most? Communication awareness Response Big bazaar esay day Shoppers vishal mega mart spencer's More Reliance Star Percentage 31% 10% 2% 20% 8% 10% 10% 10% Pie Chart-7. 74 .6.Table -7.7 Source: Primary Data Inference: It is depicted that 31%of the respondents were aware of the big bazaar communication. 20% wear aware of vishal maga mart and 8% are aware of Spencer’s.Which company’s marketing communication.
Communication liked most out store. 75 . Communication liked most Response Door knocking (leaflets through the door) Poster in notice board Auto announcement Mobile Van Paper insertion Society activation(kiosk inside your society) Cloth banner Hoarding Pole kiosk (Branding on lamp pole) Partnership(communication using retailer like Gym/ Hotels/spas/parlors etc ) Promotional SMS Direct mail E mail Percentage 4% 4% 7% 17% 15% 5% 12% 22% 10% 1% 1% 1% 1% Pie Chart -7.8.Table-7.8 Source: Primary Data Inference: • 22% people says they like poster in notice board.
9 76 . Table-7. 15% people says they like paper insertion.9. Response Door knocking (leaflets through the door) Poster in notice board Auto announcement Mobile Van Paper insertion Society activation(kiosk inside your society) Cloth banner Hoarding Pole kiosk (Branding on lamp pole) Partnership(communication using retailer like Gym/ Hotels/spas/parlors etc ) Promotional SMS Direct mail E mail Percentage 1% 1% 1% 1% 3% 1% 2% 5% 1% 1% 0% 1% 1% Pie Chart -7. Media Source Communication liked most Spencers. 12% people says they like door knocking.• • • 17% people says they like mobile van.
10. dal. Discouts scmes. rice.Source: Primary Data Inference: • most of the customers who came to know a that for Spencer’s communication 5%of respondents saysthat like poster in notice board. oil(All india) Response Price offs Buy 2 get 1 free % Discount Gift voucher/Coupon Combination of 2/3 products Free Products Price offs Buy 2 get 1 free Percentage 25% 12% 38% 5% 10% 10% 25% 12% Pie chart-7. suger.10 77 . Table-7.the above analysis it is observed that media source for this catchment’s area are posterin notice board and Newspaper.
11 Discouts scmes. chocolets.Source: Primary Data Inference: • • • 38% of the customers who has told that they like % discount. 12% says they like buy 2 get 1 free. noodles. chips. 25% of the respondents says that likeprice offs.(All india) Response Price offs Buy 2 get 1 free % Discount Gift voucher/Coupon Combination of 2/3 products Free Products Price offs Buy 2 get 1 free Percentage 26% 27% 16% 10% 10% 11% 26% 27% 78 . Table-7. biscuits. jam.
10% says they like gift vouchers.personal care(all india) Response Price offs Buy 2 get 1 free % Discount Gift voucher/Coupon Combination of 2/3 products Percentage 22% 22% 16% 15% 15% 79 .11 Source: Primary Data Inference: • • • • 27% of the customers who has told that they like buy 2 get 1 free. Discouts scmes.Pie chart-7. 16% says they like %discount.12. 26% of the respondents says that like price offs. Table -7.
16% says they like %discount. 22% of the respondents says that like price offs. house hold(all india) Response Price offs Buy 2 get 1 free Percentage 33% 14% 80 . Discouts scmes.12 Source: Primary Data Inference: • • • • 22% of the customers who has told that they like buy 2 get 1 free. Table-7. 15% says they like gift vouchers & 15% says they like combinaction of 2/3 producets.13.Free Products Price offs Buy 2 get 1 free 10% 22% 22% pie Chart-7.
13 Source: Primary Data Inference: • • • • 33% of the customers who has told that they like price offs. 14% says they buy 2 get 1 free. 15% of the respondents says that like % discount. 13% says they like free producets & 10% says they like combinaction of 2/3 producet. 81 .% Discount Gift voucher/Coupon Combination of 2/3 products Free Products Price offs Buy 2 get 1 free 15% 15% 10% 13% 33% 14% Pie Chart-7.
CHAPTER 8 _____________________________________________________________ OBSERVATIONS & FINDINGS 82 .
• Most of the customers are not loyal to any one of the store. 83 . • In Kolkata city Spencer’s is in very good position.store communication most liked marketing communication is POP’s (Point of purchases). • In in. • In both type of marketing communication (BTL & ATL) big bazaar is spending more money as compared to competitors.Observations and findings • In all aspects of the marketing communication big bazaar is far ahead.Researcher has founded that most of the customers prefer to buy weekly from retail store. • In out store communication most liked marketing communication is Mobile van. • .
CHAPTER 9 _____________________________________________________________ CONCLUSIONS 84 .
The various BTL and ATL activities conducted by retail chain stores are its own way effective in serving the various customers. 85 . the following conclusions can be drawn forth. • The BTL (Below The Line) activity conducted by various hyper stores including Spencer’s are commendable and excellent. classes and masses alike. • The consumers are very loyal towards their preferred retail stores and continue purchasing from these retail chain stores.CONCLUSION Based on the rigorous research study conducted by the researcher. • The most effective OUT-STORE communication of hyper stores is performed by means of Mobile Vans in various cities. • From the research study. • The most effective IN-STORE communication of hyper stores is performed by means of POPs (Point Of Purchases). it was concluded that the customers mostly prefers purchasing products on weekly basis.
CHAPTER 10 _____________________________________________________________ SUGGESTIONS AND RECOMMENDATIONS 86 .
5)Digital marketing can be done to penetrate the potential market In the Website of Spencer’s free home delivery options could be included ( As in the case of Big Bazaar) 87 .SUGGESTIONS AND RECOMMENDATIONS 1) To improve mind share of shoppers Spencer’s need to do both ATL & BTL marketing communication activity. 3) By giving more advertisement in TV Spencer’s can attract more costumers towards it. 2) In pune region Spencer’s need to open more stores. 4) As pre the researchers observation and analysis it has found that most of the costumers are happy with offers & discounts provided by Spencer’s if we can give more discount and good offers then we can go ahed in the market.
__________________________________________________________ REFERENCES 88 . 7) Customers are very eager to know about offers.6)As per the survey through different ads by different competitors. discount schemes provided by Supermarket’s/Spencer’s then Spencer’s should do better marketing for creating awareness about offers and discount schemes. Spencer’s could promote by emphasizing on the offers.
Keller.References Books: Marketing Management (13th Edition) .C. Koshy and Jha Principles of Marketing (11th Edition) – By Philip Kotler and Gary Armstrong Research methodology ( 2nd Edition).R. Kothari 89 .By Philip Kotler.
com www.proquest.Web sites: www.com www.google.ibef.org www.indiaretailing.rpggroup.umi.com www.com www.com 90 .spencersretail.
________________________________________________________ ANNEXURE _ ANNEXURE Questionnaire 91 .
RETAIL Interview for retail MARKETING COMMUNICATION BTL ACTIVITY 92 .
I am from Indira Institutes of Management (IIM-P).Study the MARKETING COMMUNICATION Activity of Various Hyper Stores.Respondent Serial No. we conduct surveys on marketing communication by retail outlets from time to time. I would like to speak to you in this regard. SHOW CARD 1a 93 . Could you spare some time for me? Thank you._______ PROJECT: . Store Name Code Name of person interviewed: Address locality: Age: Date: Area: Education: Sex: Marital Status: Time Interview: _______________ EXIT INTERVIEWS OUT OF THE SHOP Namaskar. a student of retail management.
IF THIS PERSON IS NOT AVAILABLE.e. who in your household does most of the shopping for household items? Self Spouse Other family member Servant Q1a 1 2 3 4 CONTINUE TERMINATE AND KEEP A COUNT OF THOSE ASK FOR THE PERSON CODED IN Q1a. GET TIME & DATE. TERMINATE. ADMINISTER REST OF THE QUESTIONNAIRE TO THE PERSON SELECTED IN Q1a i. which one of these do you like the most. ASK IF HE/SHE CAN BE CONTACTED FOR THE INTERVIEW LATER. Please look at the CARD and tell me. ASK Q1A2 FOR CARDS OWNED Q1a2.Q1a. ELSE. CIRCLE THE CARDS OWNED. LOYALTY Own CARD BIG BAZAAR 1 RELIENCE 2 FRESH MORE 3 VISHAL 4 MEGA MART SPENCER'S 5 OTHER(please _____________________________________ specify) Like most 1 2 3 4 5 _______________________ ______________ Q1b Do you own any vehicle? Yes 1 No 2 94 . MAIN SHOPPER SHOW CARD Q1a Do you own any of these loyalty cards? Yes 1 No 2 IF YES.
If yes. please tell me the name of your service provider(s) PLEASE SPECIFY________________________________________________________________ __________________ SHOW CARD Q1e could you please tell me which type of house do you live/stay in nowadays? Individual house 1 Multi storey apartment 2 If multi storey apartment. then how many house are occupied in the complex 10 to 100 1 100 to 200 201 to 300 301 to 400 More than 400 2 3 4 5 Q2 For how many times do you shop from particular store? Retail outlets DAILY WEEKLY ONES ONES ONES IN REARLY FIRST IN 2 IN 2 TIME WEEK MONTH MONTHS TODAY BIG BAZAAR 95 . then which one of the following 2 wheeler 1 4 wheeler 2 Q1c Do you own Personal Computers /Laptop(s)? Yes 1 No 2 Q1d Do you use mobile(s)? Yes 1 No 2 If yes.
Which company’s marketing communication. Please specify the name of retailer and related communication that you remember ________________________________________________________________________ ________________________________________________________________________ ____________________________________________________ Q4. Spencer’s etc? Yes 1 No 2 If Yes. More. Reliance. do you like the most? Retail outlets BIG BAZAAR 1 RELIENCE FRESH 2 MORE 3 VISHAL MEGA MART 5 SPENCER'S 6 OTHER(please specify) _____________________________________ Please specify the reason why do you like marketing communication of ___________________________________ (SAY NAME OF RETAIL STORE CODED IN ________________________________________________________________________ ________________________________________________________________________ ____________________________________________________ SHOW CARD Q5a. Please have a look at this card and for each of these retailers please tell me which of these marketing communication activities you like INTERVIEWER TO CIRCLE THE MARK WHICH RESPONDENT SHOW PREFRENCE Marketing BIG RELIENCE MORE VISHAL Communication BAZAAR FRESH MEGA SPENCER'S 96 .RELIANCE FRESH MORE VISHAL MEGA MART SPENCER'S OTHER(please specify)_____________ Q3 Have you seen or heard any marketing / promotion/ advertisement related communication done by any retail company like Big Bazaar.
which one do you like the most. if communication is coded for more than one retailer.MART Door knocking (leaflets through the door) Poster in notice board Auto announcement Mobile Van Paper insertion Society activation(kiosk inside your society) Cloth banner Hoarding Pole kiosk (Branding on lamp pole) Partnership(communication using retailer like Gym/ Hotels/spas/parlors etc ) Promotional SMS Direct mail E mail Q5b. You said you like ________________________of ________________________ which these do you like most______________________________ Q6 Of all the above communications. SMS 1 Email 2 Show Card & Pictures of each communication Q8a Please have a look at this card and for each of these retailers please tell me which of these in store marketing communication activities you like INTERVIEWER TO CIRCLE THE MARK WHICH RESPONDENT SHOW PREFRENCE In store BIG RELIENCE MORE VISHAL SPENCER'S communication BAZAAR FRESH MEGA MART 97 . and way (please specify) ________________________________________________________________________ ________________________________________________________________________ ____________________________________________________ Q7 Are you interested get information through.
CHIPS.NOODLES PERSONA HOUSE DAL.POPs Posters (A4/A5) Tent card Wobblers Dropdowns Price walls Pillars with offers F & V price Standees OTHER(please specify) Q8b if communication is coded for more than one retailer.SUGER.JAM. Please have a look and tell me. You said you like ________________________of ________________________ of these do you like most______________________________ Show card Q9 You might like different kind of offers for different product categories.OIL AND CHOCOLATES L CARE HOLD ITEMS Price offs Buy 2 get 1 free % Discount Gift voucher/Coupon Combination of 2/3 products Free Products Q10 Do you want to give any suggestion so that we can serve you in better manner in near future? 98 . for each of these categories. the promotion you like most? PROMOCTION RICE. BISCUITS.
___________________________________________________________ Glossary 99 .
100 . Above the line. Show Card: Card showing information. Society Activation :Kiosk inside the society.Glossary: BTL: ATL: Below the line.
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