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INTRODUCTION TO THE RETAILING SECTOR RETAIL CONCEPT


The distribution of consumer products begins with the producer and ends at the ultimate consumer. Between the producer and the consumer there is a middleman---the retailer, who links the producers and the ultimate consumers. Retailing is defined as a conclusive set of activities or steps used to sell a product or a service to consumers for their personal or family use. It is responsible for matching individual demands of the consumer with supplies of all the manufacturers. The word retail is derived from the French work retailer, meaning to cut a piece off or to break bulk. A retailer is a person, agent, agency, company, or organization which is instrumental in reaching the goods, merchandise, or services to the ultimate consumer. Retailers perform specific activities such as anticipating customers wants, developing assortments of products, acquiring market information, and financing. A common assumption is that retailing involves only the sale of products in stores. However, it also includes the sale of services like those offered at a restaurant, parlour, or by car rental

agencies. The selling need not necessarily take place through a store. Retailing encompasses selling through the mail, the Internet, door-to-door visits---any channel that could be used to approach the consumer. When manufacturers like Dell computers sell directly to the consumer, they also perform the retailing functionRetailing has become such an intrinsic part of our everyday lives that it is often taken for granted. The nations that have enjoyed the greatest economic and social progress have been those with a strong retail sector. Why has retailing become such a popular method of conducting business? The answer lies in the benefits a vibrant retailing sector has to offeran easier access to a variety of products, freedom of choice and higher levels of customer service. As we all know, the ease of entry into retail business results in fierce competition and better value for customer. To enter retailing is easy and to fail is even easier. Therefore, in order to survive in retailing, a firm must do a satisfactory job in its primary role i.e., catering to customers. Retailers cost and profit vary depending on their type of operation and major product line. Their profit is usually a small fraction of sales and is generally about 9-10%. Retail stores of different sizes face distinct challenges and their sales volume influences business opportunities, merchandise purchase policies, nature or promotion and expense control measures. Over the last decade there have been sweeping changes in the general retailing business. For instance, what was once a strictly made-to-order market for clothing has now changed into a readyto-wear market. Flipping through a catalogue, picking the right colour, size, and type of clothing a person wanted to purchase and then waiting to have it sewn and shipped was the standard practice
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in the earlier days. By the turn of the century some retailers set up a storefront where people could browse, while new pieces were being sewn or customized in the back rooms. Almost all retail businesses have undergone a similar transition over the years.

DEFINITION AND SCOPE OF RETAILING:


The word retail is derived from the French word retaile, meaning to cut piece off or to break bulk In simple terms, it implies a firsthand transaction with the customer. Retailing can be defined as the buying and selling of goods and services. It can also be defined as the timely delivery of goods and services demanded by consumers at prices that are competitive and affordable.

Retailing involves a direct interface with the customer and the coordination of business activities from end to end- right from the concept or design stage of a product or offering, to its delivery and post-delivery service to the customer. The industry has contributed to the economic growth of many countries and is undoubtedly one of the fastest changing and dynamic industries in the world today.

TYPES-OF-RETAIL-OPERATIONS: Retail operations enable a store to function smoothly without any hindrances. The significant types of retail operations consist of:

Departmentstore Specialtystore Discount/MassMerchandisers


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Warehouse/Wholesaleclubs Factoryoutlet Retail Management System targets small and midsize retailers seeking to automate their stores. The package runs on personal computers to manage a range of store operations and customer marketing tasks, including point of sale; operations; inventory control and tracking; pricing; sales and promotions; customer management and marketing; employee management; customized reports; and information security.

STRUCTURE OF RETAIL INDUSTRY


The retail industry continued in India in the form of Kiranas till 1980. Soon, following the modernization of the retail sector in India, many companies started pouring in the retail industry in India like Bombay Dyeing, Grasim etc. As has been mentioned earlier the retail sector in India can be widely split into the organized and the unorganized sector. Organized Retail Sector: After 50 years of unorganized retailing and fragmented Kiranas stores, the Indian retail industry has finally begun to move towards modernization, Systematization and consolidation. Today,

modernization is the catch phrase and the key to understanding retail in the next decade. Traditionally retailers have had localized operations.

This localized nature of the industry is Changing as retailers face lower growth rates and threatened profitability in home Markets.
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New geographies help them sustain top line growth in Addition to enabling global sourcing and encasing on global advantages of getting the best products at optimum prices. There has been a boom in retail trade in India owing to a gradual increase in the disposable incomes of the middle class households, as a result of good performance of IT, Service and Infrastructure sectors. More and more players are entering the retail business in India to introduce new formats like malls, supermarkets, discount stores, department stores and even changing the traditional looks of bookstores, chemist shops, and furnishing stores. Organized retail formats prevalent globally Supermarkets: Self-service 4000-20000 sq ft stores with shopping carts typically focused on regular groceries, household goods and personal care Hypermarkets: Huge stores over 40000 sq ft situated outside the town with ample parking space aimed for bulk purchases stocking electronics, furniture and clothing. Carrefour is the global major in this format. Mass merchandisers: Large destination stores that sell everything at competitive prices. They have cross-country chain operations with centralized sourcing and a hub-and-spoke distribution. Makro and Sam's Club are leading players in this format.
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Discounters: Aimed at bargain buyers offering less choice but deep discount on bulk sourcing deals through controlled inventory. Aldi is the world leader in this format

Unorganized Retail Sector: The unorganized retail sector basically includes the local Kiranas, hand cart, the vendors on the pavement etc. This sector constitutes about 98% of the total retail trade. As 70% of the employmentisgenerated in Agriculture sector, hence this form of retailing is widely seen in those areas and of course to some parts of the urban. There is a lot of hue and cry in the sector for opening of sector for direct investment from the foreign players, but government can not neglect the interests of small players. One of main reason of not opening this sector to FDI is it may shrink the employment in the unorganized sector and expand that in the organized

RETAILING SCENARIO IN INDIA


Industry Evolution Traditionally retailing in India can be traced to the emergence of the neighborhood Kirana stores catering to the convenience of the consumers era of government support for rural retail: Indigenous franchise model of store chains run by Khadi & Village Industries Commission 1980s experienced slow change as India began to open up economy. Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim first saw the emergence of retail chains later Titan successfully created an organized retailing concept and established a series of showrooms for its premium watches the latter half of the 1990s saw a fresh wave of entrants with a shift from Manufactures to Pure Retailers. For e.g. Food World, Subhiksha and Nilgiris in food and FMCG;

Planet M and Music World in music; Crossword and Fountainhead in books. Post 1995 onwards saw an emergence of shopping centers, mainly in urban areas, with facilities like car parking targeted to provide a complete destination experience for all segments of with 3 Vs - Value, Variety and Volume Expanding target consumer segment: The Sachet revolution society

Emergence of hyper and super markets trying to provide customer

example of reaching to the bottom of the pyramid. At year end of 2000 the size of the Indian organized retail industry is estimated at Rs. 13,000 crore ORIGIN IN INDIA Although retailing does not enjoy the status of an

Industry, the sheer size this behemoth will develop into, is grabbing attention. The origin of retail in India dates back to ancient times when the melas and mandis made their presence felt. The changing socio economic patterns coupled with the consumption increase led to the emergence of the convenience stores, which
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became a part of the civic planning. The next step was the commercial plazas, which comprised merely shops offering a variety of goods and services clubbed together. The

inconveniences caused by lack of parking place, toilets and maintenance, ushered in the entry big international brands opening their exclusive showrooms. The opening up of the economy only fueled this globalization. There are, however, certain bottlenecks as well; the scarcity of space, coupled with the stringent provisions of the Rent Control Act, act as a dissuasive factor for many players to initiate operations in the main markets. This also explains why the Rahejas forayed into their retail venture- Shoppers Stop. The present value of the Indian retail market is estimated by the India Retail Report to be around Rs. 12,00,000 crore($270 billion) and the annual growth rate is 5.7 percent. Retail market for food and grocery with a worth of Rs. 7,43,900 crore is the largest of the different types of retail industries present in India. Furthermore around 15 million retail outlets help India win the crown of having the highest retail outlet density in the world. The contribution of retail sector to GDP has been manifested below:

Country

Retail Sector's share in GDP (in %)

India USA China Brazil

10 10 8 6
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Continuation to GDP As can be clearly seen, retailing in India is superior to those of its contenders. Retail sector is a sunrise industry in India and the prospect for growth is simply huge. There are many factors that have stimulated the rise of the shopping centers and multiplexmalls in a jiffy. Some of them can be listed as follows: 1. Rise in the purchasing power of Indians- the rise in the per capita income in the last few years has been magnificent. This has led to the generation of insatiable wants of the upper and middle class. The demand of new as well as second hand durables has risen throughout the country thus providing the incentive for taking up retailing. 2. Favorable to farmers- retailing has helped in removing the middlemen and has thus enhanced the remuneration to farmers. This is a new revolution in the agricultural sector in India and will go a long way in amending the condition of agriculture, a major concern among policy makers. 3. Use of credit- a typical Indian is most conversant with using credit cards than carrying money. This is led to shift of the consumer base towards supermarkets and make the payments in the form of credit. 4. Comfortable Atmosphere- a visit to a retail store appears to be more soothing for the generation-Y. People and kids prefer to shop in an air conditioned. The retail industry is the second largest employer in India. It currently employs about 7 percent of the total labor force in India. Finance Minister P. Chidambaram's recent statement salaries ought not to be legislated is a welcome move as most of the organized retail
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is in private hands. Only 4.6% of the total retail trade is into organized sector. It generates about Rs.55,000 crore ($12.4 billion). The major and minor players desperately need to work hard in this direction so that next time the figures look more decent.

RETAILING FORMATS IN INDIA


Malls: The largest form of organized retailing today. Located mainly in metro cities, in proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof. Examples include Shoppers Stop, Pyramid, and Pantaloon. Specialty Stores: Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times Group's music chain Planet M, are focusing on specific market segments and have established themselves strongly in sectors.

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Discount Stores: As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. The product category can range from a variety of perishablegoods Department Stores: Departmental Stores are expected to take over the apparel business from exclusive brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and even has its own in store brand for clothes called Stop.

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Hyper marts/Supermarkets: Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Super Markets can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales. Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium. Mob's : Multi Brand outlets, also known as Category Killers, offer several brands across a single product category. These usually do well in busy market places and Metros.

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2.CURRENT RETAILING SCENARIO IN INDIA


The Indian retail sector is going through a transformation and this emerging market is witnessing a significant change in its growth and investment pattern. Both existing and new players are experimenting with new retail formats. Currently two popular formats -hypermarkets and supermarkets are growing very fast. Apart from the brick -mortar formats, brick -click and click-click formats are also increasingly visible on the Indian retail landscape. Consumer dynamics in India is changing and the retailers need to take note of this and formulate their strategies and tactics to deliver value to the consumer Indian economy has shown an impressive growth of over 6 per cent for last five years and continues to surge ahead. GDP growth rate in 2003-04 recorded a fifteen year high of 8.5% and subsequently maintained a steady growth for the next two years. Real GDP growth accelerated from 7.5 per cent during 2004-05 to 8.4 per cent during 2005-06 on the back of buoyant manufacturing and services activity supported by a recovery in the agricultural sector. The central bank forecasts similar growth of 7.5-8 percent during 2006-07. With strong economic growth consumerism is increasing in the country and India is the fourth largest economy as far as purchasing power parity is concerned, just behind USA.

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NEW CHANGES IN THE RETAILING SECTOR


Historically, the Indian retail sector has been dominated by small independent players such as traditional, neighborhood grocery stores and "mom and pop" outlets. In the 1990s, organized, multioutlet retail gained acceptance, which has since accelerated. The retail sector in India is on a veritable take-off stage and organized retailing, which currently accounts for about $6 billion, is expected to touch $17 billion by 2010, according to a recently released study by the Associated Chambers of Commerce & Industry

(ASSOCHAM). In 2005 itself, the organized retail industry is expected to grow to $8 billion. Overall, the sector is likely to grow into a $200-280 billion enterprise by 2010. Nothing seems to symbolize India's transformation from a stagnant Third World country into an emerging economic powerhouse as much as the sparkling new malls. American brand names such as Levi's and McDonald's clutter the plush air-conditioned malls as teenagers in low-cut jeans hang out in groups and cappuccino flowsatcoffeekiosks. Over the past few years, the Indian retail sector has been characterized by: larger store formats; rapid expansion by existing players; and more players with a variety of formats. India's retail landscape is changing, with elaborate shopping malls and superstores springing up in all major cities. Domestic retail majors have announced huge expansion plans. Companies such Lifestyle and

as Pantaloon

Retail,

Shopper's

Stop,

Trent,

Subhiksha are expected to invest over Rs6.50 billion (US$149.3 million) over the next two years in capacity expansion.
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Trent Ltd, the Tata group's retail arm, is set to use Rs1.18 billion to set up 17 new stores and expand existing ones by March 2008. Similarly, Shopper's Stop has just closed a public offer meant to raise up to Rs1.35 billion from the market. Proceeds from the issue will be used to set up 11 new stores, including two hypermarkets one each in Bangalore and Pune - and for further expansion

New changes in shopperstop:


Shoppers Stop retails a range of branded apparel and private label under the following categories of apparel, footwear, fashion jewellery, leather products, accessories and home products. These are complemented by cafe, food, entertainment, personal care and various beauty related services. Shoppers Stop launched its e-store with delivery across major cities in India in 2008. The website retails all the products available at Shoppers Stop stores, including apparel, cosmetics and accessories.Shoppers Stop opened stores in Amritsar, Bhopal and Aurangabad. In October 2009, Shoppers Stop has bought the license for merchandising Zoozoo the brand mascot for Vodafone India In April 2008, Shoppers Stop changed its logo and adopted the mantra "Start Something New mantra.

New changes in croma:


Croma, the consumer durables and infotech (CDIT) chain of Tatas, is getting into a new retail format to offer best-selling products from
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its stores. It also plans to set up shop-in-shops inside Star Bazaar, the hypermarket chain of group company Trent, to boost revenues. The stores under the new format are called Croma and will be of 4,500-6,000 sq ft in size. The chain already has Croma Megastore (8,000-12,000 sq ft) and Croma Zip (less than 3,000 sq ft). The chain plans to set up eight stores under the new format in the coming months, including three in Chandigarh, Panchkula and Mohali in two months. It already runs two such stores in Bangalore and Pune. Ajit Joshi, chief executive officer of Tata Sons-owned Infiniti Retail, which runs Croma stores said One golden rule we followed from day one is that we do not repeat SKUs (stock keeping units) in our stores. If we display one particular 32 inch model of a television, that is it. We will not put one more set on display. That forced us to reduce the size of our stores, Set up in 2006, Croma runs 64 stores and posted revenues of Rs 1,540 crore for 2010-11. It expects to achieve break-even at the company level by this financial year.

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New changes in hypermarkets:

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3.HOW RETAILING IS EXPANDING/GROWTH OF RETAIL SECTOR


An increasing number of people in India are turning to the services sector for employment due to the relative low compensation offered by the traditional agriculture and manufacturing sectors. The organized retail market is growing at 35 percent annually while growth of unorganized retail sector is pegged at 6 percent. The Retail Business in India is currently at the point of inflection. Rapid change with investments to the tune of US $ 25 billion is being planned by several Indian and multinational companies in the next 5 years. It is a huge industry in terms of size and according to India Brand Equity Foundation (IBEF), it is valued at about US$ 395.96 billion. Organised retail is expected to garner about 16-18 percent of the total retail market (US $ 65-75 billion) in the next 5 years. India has topped the A.T. Kearneys annual Global Retail Development Index (GRDI) for the third consecutive year, maintaining its position as the most attractive market for retail investment. The Indian economy has registered a growth of 8% for 2007. The predictions for 2008 is 7.9%. The enormous growth of the retail industry has created a huge demand for real estate. Property developers are creating retail real estate at an aggressive pace and by 2010, 300 malls are estimated to be operational in the country. With over 1,000 hypermarkets and 3,000 supermarkets projected to come up by 2011, India will need additional retail space of
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700,000,000 sq ft (65,000,000 m2) as compared to today. Current projections on construction point to a supply of just 200,000,000 sq ft (19,000,000 m2), leaving a gap of 500,000,000 sq ft (46,000,000 m2) that needs to be filled, at a cost of US$1518 billion. According to the Icrier report, the retail business in India is estimated to grow at 13% from $322 billion in 2006-07 to $590 billion in 2011-12. The unorganized retail sector is expected to grow at about 10% per annum with sales expected to rise from $ 309 billion in 2006-07 to $ 496 billion in 2011-12

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DRIVERS OF CHANGE IN RETAILING


Changing demographics and industry structure Expanding computer technology Emphasis on lower costs and prices Emphasis on convenience and service Focus on productivity Added experimentation Continuing growth of non-store retailing. In todays competitive environment retailers have redefined their role in general, and in the value chain in particular. Retailers act as gatekeepers who decide on which new products should find their way to the shelves of their stores. As a result, they have a strong say in the success of the product or service launched by a business firm. A product manager of household appliances claimed, Marketers have to sell a new product several times, first within the company, then to the retailer and finally to the user of the product. It is a well-established fact that manufacturers need to sell their products through retail formats that are compatible with their business strategy, brand image, and market profile in order to ensure a competitive edge. The role of retailers in the present competitive environment has gained attention from manufacturers because external parties such as market intermediaries and supplying partners are becoming increasingly powerful. It is necessary for marketers of consumer products to identify the need and motivations of their partners in the marketing channel. This is especially true in the case or new products.
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TRENDS IN RETAIL FORMATS


Retail industry is continuously going through changes on account of liberalization, globalization and consumer preferences. While multinational retail chains are looking for new markets,

manufacturers are identifying, redefining, or evolving new retail formats. The existing retail houses are also gearing up to face the emerging competition from the organized sector and the changing outlook of the consumers. For example, consumer spending is shifting from goods to services. Accordingly the retailers too are fast adjusting to the changing consumer preferences. Consumers are not only looking for the core products or functional benefits from the retailers but also the non-functional benefits, which need to be compatible with their lifestyles. For example, most of the traditional eating joints in India such as Haldiram, Bikaner and Sagar Ratna have revised their product offerings and atmospherics on the lines of the multinational chains to compete with them and to serve changed expectations of the consumers.

Mom-and-pop Stores and Traditional Kirana Stores


The retail sector is changing as new store categories have started dominating the marketplace. Mass merchandisers (Wal-Mart, Big Bazaar), discount clubs (Subhiksha), so-called category killers (Home Depot, Vishal chain), and speciality retailers (Time Zone, Tanishq) have all developed a successful retail models. At the same time, the small mom-and-pop stores and the traditional department stores, are finding the competition intense. In 2002, while Wal-Mart and Target saw revenues grow (by 12% and 10%, respectively), department stores such as Saks and Federated
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experienced declining revenues (down 3% and 1% respectively). But even in the mass-merchandising segment, the competition is fierce, as is evidenced by Kmarts bankruptcy announcement in2002. Small independent stores, across product categories, is a very common retail formats they are also undertaking large scale renovations to appeal and attract their target consumer segments.

E-commerce The amount of retail business being conducted on the Internet is growing every year. Indeed, Forrester Research Agency projects e-commerce revenue to rise to $123 billion in 2004, an increase of some 28% over the previous year and for e-tailing to comprise a bigger slice of the overall retail pie (5.6%, up from 4.5% in 2003). Many major retail organizations and manufacturers have online retail stores. Companies like Amazon.com and First and second.com, which helped pioneer the retail e-commerce concept, are now being followed by bricks-and-mortar and catalogue retailers like J. Crew, which are expanding retail e-commerce into new markets.
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Department Stores A few years ago, names like Sears, J.C. Penney, Macys, and Montgomery Ward dominated malls and downtowns all over America. Over the last decade or so, however, these department stores have suffered badly. In part, this is a result of changing shopping patterns and increased competition from discount stores. It has also come from financial burdens incurred by companies that acquired competing companies and grew too fast. It is unlikely that these players will disappear from the market. However, they should be ready to expect more bumps as the strong get stronger and the weak get absorbed. Discount Stores These are giants such as Wal-Mart (the largest retailer in the world, with more than a million; employees), Target and Kmart, as well as membership warehouses, such as Costco. These, along with the category killers, have changed the landscape of both the retail industry and America. Where once mom-and-pop and department stores dominated retail, now the discount retailers and
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category killers are at the top of the heap. And where once shopping malls, anchored by at least one major department store; used to be the dominant retail presence lining the nations roads, now it is the behemoth Wal-Marts and Home Depots.

Category Killers These are the giant retailers that dominate one area of merchandise (e.g., Office Depot, Tower Records and The Sports Authority). They are able to buy bathroom tiles, file cabinets, electronic goods or pet food in such huge volumes that they can then sell them at prices even fairly large competitors cannot match. The future of this category is better than that of many of the more general discounters, but the same employment caveats apply. For most job seekers, these companies offer earn-and-learn

experiences with vendors and distributors before they move onward and upward.

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Specialty Stores These include Crate & Barrel, the Body Shop, and Victorias Secret. These stores concentrate on one type of merchandise and offer it in a manner that makes it special. Some are very high-end (Louis Vuitton) while others cater to the price-conscious masses (Old Navy). Many are so successful that department stores have started to emulate their buying, marketing, and merchandise display strategies. Industry experts predict growth in this segment, particularly in home furnishings and home improvement, and it seems to attract many of the best and brightest in retail. Promotion and responsibility come quickly to those willing to work hard, and in many of these stores the hand of bureaucracy is not heavy.

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4.MARKETING MIX What is a marketing mix?


The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are price, place, product, and promotion. The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar!

It is the same with the marketing mix. The offer you make to you customer can be altered by varying the mix elements. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price. Another way to think about the marketing
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mix is to use the image of an artist's palette. The marketer mixes the prime colours (mix elements) in different quantities to deliver a particular final colour. Every hand painted picture is original in some way, as is every marketing mix. Some commentators will increase the marketing mix to the Five P's, to include people. Others will increase the mix to Seven P's, to include physical evidence(such as uniforms, facilities, or livery) and process (i.e. the whole customer experience e.g. a visit the Disney World). The term was coined by Neil H. Borden in his article The Concept of the Marketing Mix in 1965.

Marketing mix is an imperative concept in modern marketing and academically it is referred to as the set of controllable tools that the firm blends to produce the response it wants in the target market, so it consists of everything the firm can do to influence the demand for its product (Kotler and Armstrong, 2004). It is important to realise that marketing mix strategy of any company can have one major function, that is, strategic communication of the organisation with its customers (Proctor, 2000). It was further argued that
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marketing mix provides multiple paths as such communication can be achieved either in spoken form and written communications (advertising, selling, etc.) or in more symbolic forms of

communication (the image conveyed in the quality of the product, its price and the type of distribution outlet chosen). However, the key element is that the main aspects of marketing mix that will be discussed below "should not be seen as individual entities, but as a set of interrelated entities which have to be set in conjunction with one another" Price In economics and business, the price is the assigned numerical monetary value of a good, service or asset. The concept of price is central to microeconomics where it is one of the most important variables in resource allocation theory (also called price theory). Price is also central to marketing where it is one of the four variables in the marketing mix that business people use to develop a marketing plan. Place Another element of Neil H.Borden's Marketing Mix is Place. Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer.

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Product For many a product is simply the tangible, phsysical entity that they may be buying or selling. You buy a new car and that's the product - simple! Or maybe not. When you buy a car, is the product more complex than you first thought? The Three Levels of a Product The Product Life Cycle (PLC) The Customer Life Cycle (CLC) The Customer Life Cycle (CLC) and CRM Promotion Another one of the 4P's is promotion. This includes all of the tools available to the marketer for 'marketing communication'. As with Neil H.Borden's marketing mix, marketing communications has its own 'promotions mix.' Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can 'integrate' different aspects of the promotions mix to deliver a unique campaign

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Physical evidence Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence, including some of the following: Packaging. Internet/web pages. Paperwork (such as invoices, tickets and dispatch notes). People People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the 'individual needs' of the person consuming it. Most of us can think of a situation where the personal service offered by individuals has made or tainted a tour, vacation or restaurant meal. Remember, people buy from people that they like, so the attitude, skills and appearance of all staff need to be first class Process Process is another element of the extended marketing mix, or 7P's.There are a number of perceptions of the concept of process within the business and marketing literature. Some see processes as a means to achieve an outcome, for example - to achieve a 30% market share a company implements a marketing planning process.
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Another view is that marketing has a number of processes that integrate together to create an overall marketing process, for example - telemarketing and Internet marketing can be integrated. A further view is that marketing processes are used to control the marketing mix, i.e. processes that measure the achievement marketing objectives. All views are understandable, but not particularly customer focused.

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5.SHOPPERSSTOP

Vision: To be a Global Retailer in India and Maintain No.1 position in the Indian Market in the Department Store Category. Positioning: Shoppers Stop is positioned as a family store delivering a complete shopping experience defined by its mission, vision and values. 1991:shopperstop launches at andheri: Setting up shop in 1991 with its flagship store in Andheri, Mumbai, Shoppers Stop is a member of the K. Raheja Corp. of Companies. Shoppers Stop is the first retail venture by the K. Raheja Corp. Promoted by Mr. Chandru L. Raheja, Mr. Ravi C. Raheja and Mr. Neel C. Raheja, the K. Raheja Corp. have been leaders in theconstruction business for over 48 years. With its wide range of merchandise, exclusive shop-in-shop counters of international brands and world-class customer service, Shoppers Stop brought international standards of shopping to the Indian consumer providing them with a world class shopping experience.

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India-2000 & beyond: Expanding its operations to Bangalore, Hyderabad, Jaipur, Delhi, Chennai, Mumbai (Andheri, Bandra, Chembur, Kandivli, Mulund), Pune, Gurgaon and Kolkata, Shoppers Stop is today recognised as Indias premier shopping destination. With a customer entry of about 50,000 customers a day, a national presence with over 6,00,000 square feet of retail space and stocking over 250 brands of garments and accessories, Shoppers Stop has clearly become a one stop shop for all customers

Customer profile: Shoppers Stops core customers represent a strong SEC A skew. They fall between the age group of 16 years to 35 years, the majority of them being families and young couples with a monthly household income above Rs. 20000 and an annual spend of Rs.15000. A large number of Non - Resident Indians visit the shop for ethnic clothes in the international environment they are accustomed to.

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Range of merchandise:

The stores offer a complete range of apparel and lifestyle accessories for the entire family. From apparel brands like Provogue, Color Plus, Arrow, Levis, Scullers, Zodiac to cosmetic brands like Lakme, Chambor, Le Teint Ricci etc., Shoppers Stop caters to every lifestyle need. Shoppers' Stop retails its own line of clothing namely Stop, Life , Kashish, Vettorio Fratini and DIY. The merchandise at Shoppers Stop is sold at a quality and price assurance backed by its guarantee stamp on every bill. Their motto: We are responsible for the goods we sell.

Customer rewards-the first citizen: Shoppers Stops customer loyalty program is called The First Citizen. The program offers its members an opportunity to collect points and avail of innumerable special benefits. Currently, Shoppers Stop has a database of over 2.5 lakh members who contribute to nearly 50% of the total sales of Shoppers Stop

International affiliations: Shoppers Stop is the only retailer from India to become a member of the prestigious Intercontinental Group of Departmental Stores (IGDS). The IGDS consists of 29 experienced retailers from all over the world, which include established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K Tang (Singapore), Manor

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(Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to one member organization per country/region

Acquisitions:

The Organisation, in 2000, along with ICICI ventures also acquired the reputed bookstore, Crossword, which offers the widest range of books along with CD-ROM, music, stationery and toys. Services like Dial-a-book, Fax-a-book and Email-a-book enable customers to shop from their homes. Crossword currently has 18 Stores

The IT backbone: Realising the role of IT way back in 1991, Shoppers Stop was among the first few retailers to use scanners and barcodes and completely computerise its operations. Today it is one of the few stores in India to have retail ERP in place, which is now being integrated with Oracle Financials and the Arthur Planning System, the best retail planning system in the world. With the help of the ERP, they are able to replicate stores, open new stores faster and get information about merchandise and customers online, which reduces the turnaround time in taking quick decision

Supply chain management:

Understanding the importance of distribution and logistics in ensuring that merchandise is available on the shop floors, has led Shoppers Stop to streamline its supply chain. The company has
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developed process manuals for each part of the logistics chain. These modules include vendor management, purchase order management, stock receiving systems, purchase verification and inventory build up, generation and fixing of price and store tags, despatch of stocks to the retail floor and forwarding of bills for payment. Future plans: Shoppers Stop aims to position itself as a global retailer. The company intends to bring the worlds best retail technology, retail practices and sales to India. Currently, they are adding 4 to 5 new stores every year

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SWOT ANALYSIS

STRENGTHS: Loyal Customer Base of 782000 First Citizen members Increasing Footfalls and Conversion Rates. Strong and Well Established Management Team Systems and Processes

WEAKNESS: Employee Retention Inadequate Promotional Strategies Uneven Distribution Network Follows Low Risk Strategy

OPPORTUNITIES: Geographical Reach Preferred Partner for Foreign Players Hyper city An entry into Value Retail

THREATS: Threat of New Entrants Competitive Rivalry in the Industry Economic Slowdown

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6.INNOVATIVE MARKETING OF SHOPPERSSTOP MARKETING MIX PRODUCT: Identified the need for and created a suite of brands that reflect Styles, International Class and Fashion Private Brands have been introduced and developed after a careful analysis of Customer Requirement. PROMOTION: Communication Strategy-Reaching out to the customers in their own style and language E.g.- The first Shoppers Stop store in Lucknow was named Tehzeeb. Festive Promotion Campaign PARIKRAMA Customers getting opportunity to interact with local artisans. Organizes major Promotional Events from time to time e.g. Fly to Santa Land, Gear up for the school and Salwar Kameez Dupatta Exchange etc. Organizes Local Festivals like Durga Puja in Kolkata, Onam in South and Dhanteras in North PRICING: Shoppers Stop follows Premium Pricing Strategy that includes selling of High Quality Products at a High Price

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PLACE: Shoppers Stop Ltd. exudes Class, Comfort, Convenience where ever it is located. Shoppers Stop Ltd. not only concentrates on the location of the stores but also emphasizes on the ambience and service excellence. Shoppers Stop is Indian largest chain of Super Stores with an aggregate acquired area of 11 lakh sq. feet

TARGETING & POSITIONING TARGETING: Market Specialization & Shoppers Stop concentrates on serving many needs of a particular customer group and in this way the Shopper Stop aims to gain a strong reputation in serving their customers, who belong to the middle and upper class.

POSITIONING: Shopper Stop positions itself as a Global premium Retailer outlet. Shoppers Stop is positioned as a family store delivering a complete shopping experience.

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INTEGRATED MARKETING COMMUNICATION

IMC refers to a co-coordinated communications program that is customer-focused and internally consistent The different IMC elements are: ADVERTISING: Advertisements has print ads, media ads and Outdoor ads Print advertisements

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SALES PROMOTION: Sales promotions are done in the form of giving gift vouchers, various festive offers,point of purchase etc. Shoppers Stop offer Gift Vouchers of denomination ranging from Rs 250 to Rs 5000

There are fabulous festive offers given

CONTESTS: Shoppers Stop has announced a 101-day Shopping Bonanza to pull in customers into the stores.Lucky draw winners of the contest will get to see one of the seven wonders of the world and two lucky couples who get the grand prize will be treated to a round-trip which will cover all the seven wonders of the world.

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PUBLICITY & PR: Publicity and pr has various brand ambassadors,special events & certain public affairs activities Shah Rukh Khan for all mega events because they both dominate their respective industries. He reflects the perfect image of Shoppers Stop.

The leading Premium Fashion and Lifestyle destination Shoppers Stop and the most awaited movie , Om Shanti Om had come together to unveil the unique look of the movie through a Fashion show. With this association Shoppers Stop will retail the limited edition clothes and merchandise inspired from the film at their stores across India. The dazzling show witnessed the leading pair Shah Rukh Khan and Deepika Padukone along with arjun rampal.

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PUBLIC RELATIONS: Shoppers Stop entered into agreement with CRY to retail ecofriendly paper bags designed by underprivileged children. The part proceeds from the sale of the bags were donated to project supported by CRY.The Wardrobe Exchange saw tremendous response with 80,000 old garments collected from customers, which were donated to projects of Concern India Foundation DIRECT MARKETING: The name "First Citizen" reflects their commitment to offering their customers the ultimate shopping experience . As a First Citizen, customers shopping experience becomes even more enjoyable with: Reward Points for every time you shop at Shoppers Stop. Exclusive benefits & privileges Exclusive offers ever so often Updates on what you can look forward to shop for at Shoppers Stop Exclusive cash counters at Shoppers Stop so you can spend more time shopping than waiting in a line .

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PACKAGING: The previous packets of Shoppers Stop had the previous logo while the new packets which are being widely distributed have the company symbol on it. The company has also brought out collectible shopping bags for selective distribution with different themes and launched the first in the series based on the theme 'Fashion through Ages'.

PROMOTIONAL CAMPAIGN: Buy & Fly to the Seven Wonders of the world. THE IDEA: 'Buy and fly to the 7 wonders'. Spend a specified amount and you could win a trip to the 7 wonders of the world. Besides the mega prize, customers could win many other prizes like Gili gold coins, Gift Vouchers, VIP bags, Espirit watches etc. CAMPAIGN OBJECTIVES: To differentiate the promotion from all other promotions in the market at that time. Shopper's

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Stop had to become the preferred shopping destination for the festive season. TARGET AUDIENCE: Males and Females,Age-1544yrs, High ownership of cars and consumer durables. Evolved Indian who is open to new experiences. CREATIVE STRATEGY: Bringing alive the international experience by communicating that Shopper's Stop is their Passport for seeing the Seven Wonders of the World. MEDIA STRATEGY: Taking the strategy of 'enveloping the consumer' with communication on TV, Press, Hoardings and Radio. Also Point of sale and Direct marketing & PR to complete the 360 degree effect. EVIDENCE OF RESULTS: Record breaking sales ever in the history of Shopper's Stop for any festive season. Revived Customer Entry, Increase in Cash memo sizes and employee morale at an all time high.

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7.CROMA

Our philosophy is simple: We help you buy. At Croma, well-trained store advisors, who have an in-depth knowledge of the products, guide, advise and help you choose a product that's just right for you. Their aim is to ensure that their shoppers make informed purchases. their stores are large (15,000-20,000 sq ft), well-planned and designed to make shopping a pleasure. The world class in-store experience is backed by robust after-sales service. Croma is owned and run by Infiniti Retail Limited, a 100% subsidiary of Tata Sons. Woolworths Ltd, the Australian retail giant, provides technical support and strategic sourcing facilities from its global network Buyers of consumer electronics products face a problem of plenty: hundreds of brands, thousands of products, a mind-boggling range of features which one do you choose? At Croma, they help you make a choice that's just right for you. their friendly, well-trained and knowledgeable store advisors will give you sound and personalised advice so that you can make
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informed buying decisions about any technology or consumer electronics product. You can shop for 6000 products across eight categories in a worldclass ambience. Croma is promoted by Infiniti Retail Ltd, a 100% subsidiary of Tata Sons. Woolworths, one of the worlds leading retailers, provides technical and strategic sourcing support, ensuring that you buy nothing but the best. Croma's first store opened on October 9, 2006 at Juhu in Mumbai, and it's rolling out many more stores across India. So, no matter where you are, if you want high-quality products, backed by advice you can trust, head for the nearest Croma store.

Cromas Brand Philosophy:


If service wasn't important. If technology wasn't complex. If variety wasn't confusing. We would have no reason to be in business.

We help you buy. Why Croma:


Widest range of products Choose from 6000 products across eight categories We help you buy Sound and knowledgeable advice from well-trained advisors to help you make informed buying decisions.

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A name you can trust Croma is promoted by Infiniti Retail Ltd, an initiative of the Tata group, a brand that stands for trust and reliability globally. Customer commitment Croma not only gives you a world-class shopping experience, but also backs it with great after-sales service. Great deals and offers Croma periodically offers exciting deals on all your favourite products. A first of its kind Consumer electronics and durable retail is a fragmented segment and has been largely catered to by regional players. Croma is the first of its kind Large-format, specialist and pan-Indian.

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Stores:

Croma has over180 brands and 6000 products for you to choose from. Plush stores, spread over nearly 20,000 sq feet, with strategically planned products and category lay outs allow you to make hassle-free purchases.

OBJECTIVES:
Vision: To be the most preferred shopping destination, offering unmatched customer experience innovatively and Sustainably. Mission: To be a profitable company by 2011.to create personal customer experiences and to have a continuous learning Values followed by croma: I rise Integrity-I will honor my commitments and take responsibilities for my actions.

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Respect-I will treat everyone fairly with trust and respect Pride-I am a proud infintian Social responsibility-I will work for the communities around usExcellence-I will understand what my customer wants anddeliver it flawlessly.i will strive to continuously learn and develop my capabilities Focus : understanding customers need and meeting them in a delightful manner. By march 2012 : aiming 75 more megastores across India. Market Penetration : Also targeting small cities such as Chandigarh, Amritsar, Jalandhar, Mysore, Mangalore. Commitment : Providing unmatched shopping experience.

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Major competitors of croma

Market share
5% 13% 37% 18% Ezone NEXT Croma Reliance digital others 27%

CROMA is covering 18% in terms of market share in retail sector of consumer durable and electronic segment. The biggest competitor in this eZONE is capturing 37% of the market. NEXT goes with 27% in the market and is been 2nd biggest challenge to be look forward by CROMA. RELIANCE DIGITAL capturing 13% segment. OTHERS contributing 5 % to the retail sector. in retailing of electronics

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8.INNOVATIVE MARKETING OF CROMA PRODUCT MIX OF CROMA: Computer and laptops-

Home entertainment-

Communication-

Large appliances:

Small appliances:

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4 ps of marketing:
Product strategyNew arrivals in the nearest croma store around you

MICROMAX ANDROID BASED SMARTPHONES : Micromax Android phones is launching in India on 12th November. We would be the first one to Retail Micromax in India. Resulting in increasing our product width to a good extent. the android phones of

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Place strategy: Where We Are In India.? MUMBAI : Juhu, Dahisar, Malad, Santacruz Airport, Vashi CBD Belapur, Bhayandar and Mulund.NEW DELHI : New Deepali Rohini, Sahibabad, Inrapuram.BENGALOORU : Koramangla. PUNE : Hadaspur, Pimpri, and Kothrud.AHMEDABAD :

Memnagar and S.G Highway Junction.SURAt : Gho Dod Road.

NEW PLACE STRATEGY More Tier 1 Cities and Tier 2 Cities :


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Tier 1 :

Kolkata Chandigarh Ahmadabad

Tier 2 :

Lucknow Dheradhun Bhopal

ZIP CENTERS: Opening small Croma zip stores basically on the airports. Area of 3000 sq.ft. suitable enough to give a feel of cromas product.With an intent to meet and interact with as many people as they can covering a good market place.

DISTRIBUTION CENTER : HUB & SPOKE MODEL :


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In this model, the store chain would expand its stores around its distribution centre's, from where it could supply merchandise to its stores. Example : Bhiwandi near Mumbai take care of supply needs of 11 stores in Mumbai and 3 in Pune. More and more of such Hub & Spoke model can help in solving the problem of distribution and hence expanding the market area.

Price strategy: Value pricing-Value for your money Best products with most reasonable pricing. Lowest down payments and easy EMIs. Best discounts and offers. Warranties and guarantees to your most likings. Time pricing-

Bundling-Bundling serves to the purpose, both of consumer as well as the retailer.Consumer gets value for their money as they find a value product absolutely free, with a product they were buying .Retailer can easily bundle those products which are of least demand and hence, compensate the profit by extra selling of those products which are in demand.
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Festive promotional pricing-

High low pricing:

Promotional strategies:
Below the Line Promotion-Coupon, discount, more of the product at normal price, gift with purchase, competition, and prizes, money back offer, exchange offer, special occasion

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Above the Line Promotion -Giving advertise in news paper, TV. Internet (own website which give online shopping service), partnership with Bigfilx, Big FM 92.7

New promotion strategy: Social Media Activation


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Contests and Campaigns : Design and execute monthly contests/campaigns around the brand identity of CROMA to create more passion and gain exposure, building more fans and followers. Push small contests to ignite participation and increase spreading of the word. SUN SET Services: In this, we visit our customers place and rectify the problem or any trouble that they are facing because of our product. We assure them that if they call us before 12 in the afternoon, we will be there rectifying the problem before actually the sun set i.e., before 6 in evening. Our customers trouble is our pain and hence, we aim at s olving issues before the source of energy sets. E-Commerce Create a customer support website WWW.CROMASUPPORT.COM We will create a customer support website where people can submit their queries, ideas, advices, and get the knowledge of the products sitting back from their home. SAMPLE : www.cromasupport.com
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There will be a toll free number providing support to customers queries and feedbacks. Our executives will be supporting and

available on weekends also. Providing 12*7 support to our customers.

MARKET COMMUNICATION STRATEGY


Advertising: TV Advertisement:Use umbrella advertising. All products of Croma and other

sponsors in one TV advertisement. Radio Advertisement:The offers and discounts on products will be announce by radio jockey on primetime. Board HoldingsPut hording boards on the roadside. Motion advertisement will be there on roadside. Brochures and Booklets:To make people more aware of whats going with croma, regular supply of brochures and booklets will be taken care of. Gift Cards and Coupons:Several types of coupon

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and gift schemes will start for different occasion keeping customers puzzle and interested. Speeches and Trade shows:Speeches and the wishes on festivals, national events will be telecast on the TV and radios. Doing trade shows on roadsides or metro stations.

Online Contests and games:Online games and contests will be held on regular basis and the winner will be boost with heavy discount on any product they plan to buy from croma. Supported by some trip as a face of the month, promoting the gaming zone at croma. These contest will take part online with the help of social networking websites like Facebook, Orkut, Twitter etc. Sponsor events and Games : Croma will sponsor events and games in the future. Croma is eying some contract with a sports channel as a new investment.

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Branding strategy & objectives:


Branding is not about getting your target market to choose you over the competition, but it is about getting your prospectus to see you as the only one that provide a solution to their problem.

Delivers the message clearly Confirms your credibility Connects your target prospectus Maintain users loyalty

Take inventory of your social media arsenal WordPress Blogger LinkedIn Facebook Twitter Flickr Friendfeed YouTube SlideShare
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Logos nd tags: CURRENT LOGO

Upcoming logo

OLD PUNCH LINE We Help You Buy New punch line Look for all, search for best

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9.Future of Indian retail market


The Indian retail sector is ready to take on challenges from global retail players such as Wal-mart and Carrefour because unlike them, they have a better understanding of the Indian consumers psyche. Ultimately, a successful retailer is one who understands his customer.The Indian customer is looking for an emotional connection, a sense of belonging. Hence, to be successful any retail outlet has to be localised. The customer should feel that it is a part of his culture, his perceived values, and does not try to impose alien values or concepts on him. Indian customer is not keen to buy something just because it is sold by an international company. Ultimately, it boils down to how much localisation and adaptation the company is willing to do for India. Other than tremendous money power, global companies have nothing extra or special that the Indian retail business does not have.We live in exciting times. Only two percent of Indias retail market is organised. The future shows tremendous potential for growth in the retail sector. Almost all large companies worldwide are looking to establish a base or stake in the Indian market. In this scenario, the Indian retail sector itself must seize the initiative to realise the dreams of contributing to a prosperous and booming economy. The focus should be on the Indian horizon before looking for retail opportunities in other countries because India itself is a big retail market.

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In the near future India will see a phenomenal growth of shopping malls and speciality retail stores. The speciality stores will cater for home, electronics, furniture, watches, sunglasses and assorted items. There will be more fashion stores for youth. Speciality retail stores and malls are the future of Indian retail market.

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10.CONCLUSION
The retail sector has played a phenomenal role throughout the world in increasing productivity of consumer goods and services.. The India Retail Industry is the largest among all the industries, accounting for over 10 per cent of the countrys GDP and around 8 per cent of the employment. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. But all of them have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them. The India Retail Industry is gradually inching its way towards becoming the next boom industry. For launching Shopper Stop in India city is companys mission to expand the business. For this purpose company is carrying out many marketing strategy. To study this marketing strategy I will be visiting the mall and also the manager to collect the data from them. Also Ill be collecting data from the customer as what strategies they liked.

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SURVEY QUESTIONNAIRE
Place : ________________ ________________ Location: __________ Age: Above 18-25 Gender: ____________ Profession: ____________ 25-35 35-45 Below 1L p.a. 45 & Between Date :

Income Bracket (p.a.) 1L to 3L p.a. Above 7L p.a.

Between 3L to 7L p.a.

1. Do you like the concept of shopping malls rather than buying from a local retail shop? a) Yes b) No c) To Some Extent 2. Which is the nearest shopping mall to your place? ________________ 3. Do you like the Environment in the Shopping mall i. shoppersstop/croma? a) Yes b) No 4. Do you like the services and facilities provided in the malls i.e shoppersstop/croma? a) Yes i. Specify: ____________ b) No i. Specify: ____________ c) _________ 5. With whom do you visit malls? a) Alone b) Friends c) Family Member d) Friends & Family 6. How frequently do you visit a mall? a) Once or more in a week b) Several times a month c) Less than once a month d) Several times a year e) Once a year 7. What is the purpose of your visit today in shoppersstop/croma? a) Shopping b) Entertainment c) Hangout d) Shopping and Hangout e) Shopping and Entertainment 69

f) All 8. What type of products do you prefer to buy from malls? a) Branded b) Non-Branded c) Both 9. What type of products do you prefer to buy from the mall? a) Daily product b) Grocery c) Clothes d) Ornaments e) Gadgets f) Luxurious goods 10. How would you rate/rank the quality of the products available in the mall shoppers stop/croma? a) Excellent b) Good c) Ok 11. Do malls i.e shoppersstop/croma have choices of alternative products available for you? a) Yes b) No c) For Some Products. 12. What do you think about the prices being offered in the malls i.e shoppersstop/croma for the products as compared to t he local retail shops? a) Reasonable b) Costlier c) Best Price Offered. 13. What is you average expenditure in the mall per month? a) Below Rs.1000 b) Above Rs.1000 14. What is mode of payment mostly used by you in the mall? a) Cash b) Credit Cards c) Debit Cards d) Vouchers e) Others 15. What is the Average time spent by you in the mall? a) 1 hr b) 2 hrs c) 3hrs d) 4 hrs & above 16. Do you end up buying more than what you had decided in sale/discount season? a) Yes b) No c) To Some Extent 17. Do you have certain budget in mind when you go for shopping at Malls? a) Yes b) No 70

18. What are your positive and negative experiences in the shopping mall i.e shoppersstop/croma? a) Positive (specify)______________________ b) Negative (Specify) ______________________

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RESPONSE TO THE SURVEY 1.experience at shoppersstop & croma?

experience at shoppersstop
excellent good average not satisfactory

experience at croma
excellent good average not satisfactory

2.how do you find the prices of products at shoppersstop & croma?


70% 60% 50% 40% 30% 20% 10% 0% prices at shopperssto p Column1 Column2 60% 50% 40% 30% 20% 10% 0% EXPENSIVE NOT EXPENSIVE Column2 Column1 PRICES AT CROMA

3. are the sevices provided satisfactory or not satisfactory?

services at ss
satisfactory not satisfactory

services at croma
satisfactory not satisfactory

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BIBLIOGRAPHY

References
Web Sites and Search Engines
www.indiabiznews.com www.fashion2fibre.com www.indiainfoline.com www.google.com www.rediff.com

Newspapers
The Times Of India The Indian Express The Economic Times Financial Express Business Standard Business Line

Books and Magazines


Business World The Indian Dream Business & Economy

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