Group 3

Organised Retail Sector
Services Marketing
Presented By:
Adithya Raj Gaurav Kumar Nishant Choubisa Surbhi Agarwal Urpreet Kaur Soni Vipul Gupta

Publi Compan Date Of c/ Name Of y Establishm Priva CEO Name ent te
Landmark December,1987 Private August 15, 1992 June, 2004 September, 2002

Line Of Business
Books, Music, Toys, Stationary Books, Music, Toys, Stationary Apparel Apparel Apparel, Accessories, Cosmetics, Fragrances Footwear, Furnishing Apparel, Accessories, Cosmetics, Fragrances Footwear, Furnishing

Web Address
www.landmar m www.crosswor dbookstores.c om m www.wforwom

Mr. Himanshu Chakrawarti Mr. Sriram Mr. Vasanth Kumar Mr. Vijay Mishra

Crossword Max W Store

Private Private Private


December, 1999


Mr. Mickey Jagtiani


Shoppers' Stop

October 27, 1991


Mr Govind Shrikhande


Factors influencing us to choose these Companies...
Brand Name  Wanted to learn more about these brands  Approval From Faculty and appointment from S Store Managers

• To understand the Servicescape of retail outlets • To recognize the positive/negative impact of Servicescape on customers’ perceptions • Effect of Visual Merchandising (color, lighting, shapes, sound, ambience) • Understand the use of servicescape (a) in its positioning strategy, (b) To appeal to its target segment (s) , (c) To facilitate service delivery

Research Methodology
• Direct Interview • Questionnaire

Factors which we tried to cover in our Survey
•Architectural Style •Parking and Accessibility •Congestion •Visibility •Lighting effect •Sound effect •Temperature •Cleanliness •Walking Space & variety of Goods and Price •Lift / Escalators •Use of Technology •Display of point of purchase •Posters •Scents and Odors •Wall décor •Attitude and Behaviour of staff •Dress of employees •Crowd •Surroundings

India’s biggest book retailer • India’s first large format book retailer •Consumers are treated to unique shopping •Everything at Landmark is experience in a shop that is focused at customer trendy and hip satisfaction maximization. • Crossword's offers a wide • Product lines that cater to range of products, and the needs of all age groups creates an ambience that would get the customer to spend more time, and money, at the store.

Responses From Managers

• - Dial a Book - SMS a Book -Email a Book • TBEM Audit •Fellowship Programme • Social Networking ,Viral , sponsorship • Segment

• - Dial a Book - Fax a Book -Email a Book • Outsource the MR function • Book Reward Programme • Emphasize on Viral, Personal Marketing • Social Economic Class A

• Landmark Books, Movies, Music • Crossword Best-sellers, Bestsellers Crossword Recommends, Books

Responses From Managers
• Innovative Marketing • Visual Merchandising- High Impulse, Low Impulse - Adjacencies • Owns the entire supply chain • Pre-training done by old employees • Challenge –To Keep, Retain & Train the Employees - To Handle Consumer Demand, customer reaction - Personal Interaction

•Crossword Author Focus •Visual Merchandising- High Impulse, Low Impulse - Adjacencies • Efficient Supply Chain • Pre-training – Latest updates and on trends • Challenge –To Keep, Retain & Train the Employees - To Handle Consumer Demand - Personal Interaction

• Relatively new company • Difference in marketing and in store promotional practices compared to competitors • Ease of accessibility to the management in order to gather reliable information

• Growing apparel industry • Branded retail out only for women(80% of the industry is oriented towards men), unique concept • Defining fashion with constant experiment

Responses From Managers

• Fashion under 599 •Completely outsources marketing research to Pan India. •caters to the middle class segment • Shrewd inventory management system • Advertising – uses Lifestyle •Home delivery, flexible alterations and retail hosts

Women’s wear (casual, formal, western) and accessories • Separate research dept • Caters to upper-middle class segment • Advertising - Word of mouth , Fashion Show New launch- FM, TOI(across India ), Hindu (Chennai ) • Sales-every store has a target, every regional manager, store manager and employee No special policy for retention of

Responses From Managers

• Uses direct Mailers and company • Every store has the same databases to reach potential interior and color customers directly • CRM- customer calling, SMS, •Careful Planning of ceiling heights Invitation card and color of walls • Petite, s, grand, Very grand

• Positioned as a trendy, youthful and vibrant brand • Offers customers a wide variety of merchandise • Provide exceptional value for money

 VISION -" To be a global retailer in India and maintain its No. 1 position in the Indian market in the Department Store category."  Shopper's Stop has become the highest benchmark for the Indian retail industry  Only Indian member of the “Intercontinental Group of Departmental Stores”

Responses From Managers

• Prime class loyalty programme • Outsource the research • Pricing standards are different for private label brands • Employee Training – Less Empowerment • Order processing system. • Standard ambience policy

 Shopper's Stop is a household name, known for its superior quality products  Known for providing a complete shopping experience  Superior quality products and services  Positions itself as Fashion & Lifestyle store for the family  Provide shoppers a truly international shopping destination

Responses From Managers
• Message should not be loud – Simple Advertising Strategy • Challenge in retaining and getting new customers. • Customers always right policy • New strategy – Carrying bag "First Citizen“ Loyalty programme • Exclusive Cash Counters
• • • • Out-store Offers Reserved Parking Associate Card Program Partners Reward Points

 Shoppers Stop Gift

 Shop with confidence
• • • • • • Secure Shopping Customer Care Shipping Policy Privacy Policy Return Policy Size Charts

Responses From Managers

 Impact of Servicescape on customers’ perception
As an effect creating medium As an message creating medium As an attention creating medium

3 main characteristics in servicescape, influencing customers’ experiences are:
• Pleasatness (Color, Lighting, sound, ambience) • Convenience • Safety

 Servicescape is beneficial in Creating Corporate identity and positioning:
 Similar Ambience  Huge Parking Area  Pleasant interiors  Air conditioned  Departments and sub-departments  skilled and knowledgeable staff

• The study has given us an insight on how a service industry operates • Innovation in the service industry has formed the key for survival • Retailers have immense knowledge about consumer choice and how it will affect their revenues in the long run • Retailers have their own way of retaining customers by making sure that they approach every customer on an individual basis on special occasions • Advertisement is in such a way that it is cost-

•Neighborhood Retailer - convenience, credit and personalized service •Sustainable and credible service for customer trust •Strict quality regulations •Conversion of footfalls into sales •Maintain and clearly communicate the competitive strengths

We as a team, would now like to thank Prof. Sudershan Seshanna for giving us an opportunity to interact with the industry Personnel and hence gain knowledge and experience that else couldn’t have been found in textbooks. We would also like to thank Mr. Selva, Marketing manager of Lifestyle International Pvt. Ltd., Mr. Dinesh, Est. store manager of Landmark Ltd, Mr. Chandra Shekhar, Regional Manager of W Store, Mr. Junaid,Store Manager of Crossword Store, Mr. Santosh,Store Manager of Shoppers' Stop, and Mr. Rajkumar,Store Manager of Max Retail for their assistance and helping us to make this project a successful one.


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