Gurgaon CENTRAL - Pantaloon Retail India Ltd Sector-25,MG Road , Near IFFCO Chowk, Gurgaon: 122001

A Study of Marketing Mix Offered By Central Gurgaon and Customer`s Behavior

By Ajeet Kumar Swati Singh

Sub – Objective • To examine different component of marketing mix . • To study the effectiveness of different marketing strategy applied by central mall • To study the effect of change in marketing tactics on customers behavior .Objective • To critically analyze the marketing mix offered by central mall . • To observe and identify strategically important customer behavior . . Gurgaon.

Change in Consumer`s Decision Making Process is multi-level process 1 •Aware Customers •Change In Perception •Attitude Formation 2 3 4 •Purchase Decision .

Changing Beliefs about Competitors’ Brands . Resolving Two Conflicting Attitudes 4. Altering Components of the Multi attribute Model     Changing the relative evaluation of attributes Changing brand beliefs. 2. Changing the overall branding.Strategies of Attitude Change 1. Associating the Product with an Admired Group or Event 3. 5. Adding an attribute. Changing the Basic Motivational Function • • • • Utilitarian Value-expressive Knowledge Combining several functions.

& Ms.e identified 3 different type of customers in mall based on their behavior • Perfectionist (Mr.) • Aggressive (Mr. & Ms. & Ms.) .) • Free Roamer (Mr.

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Product PRODUCT • • • • • Brands Value Quality Warranties Usefulness .

CATEGORIES AT CENTRAL MEN’S WEAR • FORMAL • CASUAL WOMEN’S WEAR • ETHENIC • FORMAL • CASUAL KIDS WEAR • GIRLS ETHNIC WEAR • GIRLS CASUALS • • • • • • • WOMEN’S ACCESSORIES Jewelries WRIST WATCHES FOOTWEARS SPORTS WEAR SWIM WEAR FOOD BAZAR .

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% All 5 Brands 4 3 2 1 .

No. Of time trail room used 0. Of time trail room used 4 3. No.5 0 .5 2 1.5 3 2.Avg.5 1 Avg.

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MEN`S FORMAL (Brands ) • • • • • • • • • • • • • Van Hussein Louis Phillip Park Avenue Wills Lifestyle Success Lombard Turtle Urbana John Player Black Berry Arrow Raid & Taylor Bare .

Price List Price Allowance Discount Payment Period Price .

Promotion .

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ensuring you earn points faster than any other program currently running in India” .About CLP(Central Loyalty Program) “Part of India’s largest multi-partner loyalty program.

.CLP Vision “Building Rewarding Experience” with our customer franchise by offering the best in class rewards and recognition.

•One point is worth of 0.25 paisa.special offers and online point redemption •On shopping of Rs 100 @ Central .Benefits •The Points you earn can be redeemed at CENTRAL or any of the partners outlets. . (2x offer) Burn offer – Redeem your points and get 20 % of the points redeemed back.Central loyalty card holder will get 4 points . •Promotions that will offer you bonus points . •Exclusive Friday Offer Earn Offer – Flash your Card. Shop and earn double the points only on Friday.

Place .

Fire Exit Lift Celio John Miller Jack & Jones Proline Inexcess Status Quo Lee cooper Ajile Bare Customer Service Desk / Wi-Fi central / Gift Central Wrangler Lawman Integrity Flying Machine Payment counter Tr ail Ro o m Urban Yoga Ajile LEVI`S Payment counter SPYKAR BOSSINI Escalator to 4th floor PLANET SPORT Manchester United Speedo Spadl ing Puma Tr ail Ro o m Denize n USPA Fire Exit Nike FILA Lee Cooper Law Man Vio Lee Pepe London Converse LOTTO 23 Reebok Adidas .

Louis Phillip Louis Phillip Formal M Manyavar Belmonte VAN HUSSIAN LOUIS PHILLIP Allen solly All + size INDIGO NATIO N Paymen t counter PARK AVENUE M LOMBARD M SCULLERS COLOR PLUS JOHN MILLER Daniel Heachter Raid & taylor ARROW SUCCESS Converse Black Berry John 24 Player .WILD CRAFT Carlton VIP Li USPA ft Indian Terrain Provo ge BARE PARX M Wills Lifestyle Arrow Sport Arrow Arrow New York URBANA Trail Room American Tourism FFactor Samsnite Akkriti Wild Craft Payment counter TURTLE V.

5 M ROCIA CLARK HUSH PUPPI E CASH COUNTER FRANCE LEORE RED TAPE Payment counter LITTLE TITLE LOUIS PHILIP BUCKRO O Akkriti Belmonte CATMO SS Manyavar Allen solly BIBA GIRLS TRIAL ROOM Paymen t counter CHICCO PINK & BLUE CHALAK BONNIE JEANS M BO AR ED GA ME S M WALK IN LILIPUT PUM A FUN SKO OL M PIPPERMI NT LIFT & BACK E.RIG KIDS RUFFS TRIAL ROOM UC GI USPA B NI & JO N FY Factor V.CARE TOYS SECTION ECARE 25 PANASONI C SAMSUNG MATTL . ALLEN SOLLY BARE CAT WAL K INC.

People .

price range . availability of demanded product in other brands. Most of them have shared a common problem of unavailability of right product . “I know every thing “ attitude is also being seen in few of them . fit . Negative attitude for communication was observed (reluctance to talk). • I. current trends . fit .and key concern area (i. II. Two type of salesperson (based on joining in central ):Less than 3 month More than 1 year Most of them are 12th pass . • • i. demanded style . iv. v. IV. ii.Observation :• I. Observations about category 1 salesperson Shy(lack effective communication skill) Little product knowledge (merchandise .style . fabric .e unavailability of color . size . III. fabric ) II.trend ) Body language (not impressive ) Smartly Dressed Low confidence level Observation about Category II salesperson Have good knowledge about product placement . iii. .

create! Find out what everyone else is doing. decision. security. not promises. alternative. people and why. win. sell. proven. death. bad. actions count. cost. guaranteed. and then don't do it. safe. save. advice. fail.More Retail Sales Tips  In the world of retail sales. not words. failure. difficult. results. benefits. liability. beautiful. obligation.  Remember a picture is worth a thousand words! Create positive pictures with the words you use. purchase. wanted. proud. happy. . right. loss. fun. Results count. Make big commitments. now.  Avoid the following words: buy. deal.  Use the following magic words: free. comfortable. love.  Make sure you as a salesperson and your product and/or service promise a lot and deliver even more.  Don’t compete. hard. discover. Approach your retail sales in a way that sets you apart from other stores in a way that makes a positive and long lasting impression. trustworthy. Be unique. wrong. value. new. order. fulfill them all. easy. gain. and then give a little extra. introducing. healthy. you. worry and contract.

After asking a closing question.  The READY formula suggests five ways to respond to an objection: reverse it. and value.  Think of a balance scale as representing the way your customer's mind operates .  You will know where you are with your customer's "will-invest-line" by closing throughout the presentation and gauging the responses.  Remember to close early (not before the need is established and benefits of a product/service are known) and often. As customer gets closer to the "will-invest-line".  Objections do not mean "no". Usually. or ask "why?” . sincere. yet assumptive (assume the sale). use and value against the required investment. deny it. use. just cushion. be quiet. you will receive more positive responses. and provide your customer with an opportunity to make a decision. explain it. bypass the objection and continue your presentation.  For objections that do not deserve a response. admit it.weighing need.It is your obligation to close. They mean your customer is interested in seeing more benefit. so you won't buy your product back. Be sure your question requires a response.  Effective closing questions should be natural. the one who breaks the silence gives in. Offer a choice between alternatives. Include physical action.

and ask a nail-down question to get your prospect's verbal acceptance of the benefit's value. Certain things must happen before a sale is made.  You don’t have to work as hard to achieve your numbers if you leave such an impression with your customers that they always ask for you when they come back. company and yourself.  Always maintain a positive attitude by visualizing the gainful end result of your work for your customer.  Selling is a combination of science and art. "what's in it for me?". Develop a sense of belief / conviction about your service or product. remember that your effort will be appreciated once your customer realizes you are there to help.  Benefits help you tune-in to your customer's mental radio station. Remind them that you are there to help them with their future purchases. . Even in the face of resistance. prove the benefit by providing evidence. explain its function.  Develop a follow-up schedule for customers who bought from you. Show your passion when you describe a feature of your product. Every customer/prospect must answer six questions: Do I want the product? Do I want this particular one? Do I want it now? Do I want to pay the price? Do I want to get it from you? Do I want to get it from your company?  Sell benefits not products. explain the benefit of that function. WIIFM. Conviction alone is sometimes enough to handle even a major objection. Remember it is five times easier to maintain an existing customer than to acquire a new one.

Key Concern Area for training :• Product Knowledge • Expected Customer behaviour in particular category • Brand awareness • Interaction (communication ) • Personality development • Trends and Forecast • Reporting System .

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Selling Process Approach Follow-Up Need Identification Gaining Commitment Presentation Handling Objections .

Delighting Customers .

for D.By: Liz Tahir. .. Holmes Company. department store group. Merchandising.H. Ltd. lastly as Corporate Vice President.

Always smile while talking to a Customer. look towards the customer and acknowledge his/her presence. . Always maintain an interested and helpful expression on your face. Even if you are busy with other customer. Effective Customer Interaction Maintain eye contact.

. Avoid unnecessary movements of hands and facial gestures. without an artificial accent.Effective Customer Interaction Maintain a distance of at least 2 feet. Speak softly and clearly.

Effective Customer Interaction Stand erect at ease. but not in a casual manner. Shoulders straight. • • • • Weight balanced on both feet. Chest out. Stomach in. .

Do not keep your hands in the pockets or on the hips. Do not cross your arms across the chest. Do not lean against a counter/gondola. Effective Customer Interaction .Keep your hands on the sides or behind your back.

The customer's first impression of you is all important in gaining co-operation. never. take full responsibility and the initiative to do whatever you can to solve the problem as quickly as possible. • Rule One: Listen with understanding & sympathy. It is vital to show a sincere interest and willingness to help. Instead. http://top7business. • Rule Two: No matter what or who caused the problem. Tell the customer something such as "I am sorry you have been inconvenienced.com . ever blame or make excuses.Top 7 Rules For Handling Customer Grievances To respond to a customer who has several legitimate complaints you must keep these seven rules firmly in mind. This diffuses anger and demonstrates your concern. Tell me what happened so that I can help you”.

Top 7 Rules For Handling Customer Grievances • Rule Three: Paraphrase and record what the customer tells you. Whenever you hear an important point say "let me make sure I understand. act promptly. Is that correct?” • Rule Four: Find out what the customer wants. Is that acceptable for you?” If it is acceptable. credit. Do they want a refund. State your solution in a positive manner. http://top7business. When the customer tells you what he or she wants the solution is usually obvious. Find out what their problem is so you can work towards it and not towards a solution they do not want. "I will be happy to give you a full credit for it or other merchandise. discount or replacement? The customer is complaining because he/she has a problem and wants it solved as quickly as possible. • Rule Five: Propose a solution and gain the customer’s support. you were promised delivery on the 10th and you did not receive the product until the 1st of the following month.com .

It is vital to be considerate of the customer’s feelings and to be courteous. • Rule Seven: Follow up within a few days to ensure that the customer is completely satisfied. If you cannot meet their request.Do remember that. Sometimes the customer knows full well that there is nothing you can do. and never get into an argument with a customer. a customer’s loyalty is only as strong as the success of their last contact with you. say so. All the customer really wants is someone to hear and respect his or her point of view. ask what they would consider a fair alternative.com . but never say they are wrong.Top 7 Rules For Handling Customer Grievances • Rule Six: If the customer does not like your solution. Always remember that it takes 5-10 times to get a new customer than keeping the existing one. and you can always give them that. Never let a customer lose face. http://top7business. This last tip should ensure that the relationship is strengthened and you may well gain additional business.

Process .

Process .

Physical Environment .

on ground floor on 1st floor on 2nd floor on 3rd floor in mall Time Spent on different floor and In mall .Ambience of central mall gives a feeling of Blend of Indian Culture and Luxury with use of RED AND WHITE colors along with use of Flowery print . 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% It has been Observe d that more than 80 % respondent spent more than 20 minute in the mall and at least 5 minutes on each floor .

Rate the Ambience and music played in Central on a scale of 1 to 5 (1 being worst and 5 being best ) 100% 90% 80% 70% 60% 50% 5% 15% 10% 5% 8% 12% 1 40% 45% 2 3 4 40% 30% 20% 10% 0% Ambience Music 25% 35% 5 .

Response of Open ended question “Have you listen song being played ?” is being recorded and articulated and result is as follow response 10% 15% Not Exactly listen but not actively yes 40% Don`t care 35% .