The document discusses plans to open a gift shop on a college campus to cater to students' gifting needs. It analyzes the target customer demographic and gift preferences, selects an optimal store location, and outlines merchandise, marketing strategies, and financial projections. The gift shop aims to be a one-stop destination for unique, reasonably priced gifts within the campus to make gifting more convenient for students.

1. Gift Shop
The Triangle

2. Agenda
The Idea of a Gift Shop– TG Segmentation & Need Gap Analysis
The Marketing P’s in Action
Store Setup– Format, Layout & Logistics
Financials

3. 33
25
37
5
16-20 yrs
21-24 yrs
25-30 yrs
Above 30 yrs
Males Females
56% 44%
55 48
63
44
34
81
0
20
40
60
80
100
Gift Items
% Preference
Q7. What sort of gifts do you normally look for in a gift shop/store?
Q8. Who are the people who you normally purchase
gifts for?
0 50 100
Family/Relatives
GF/BF
Casual Friends
Professors/Faculty
Colleagues
53
61
82
10
32
People
Age Groups
Gender
Demographic Research Data
Source: Primary research conducted at Somaiya Vidya Vihar Campus

4. Age
•I am 16+ years old
• Young adult
SEC
•SEC A, B & C
•Spends from Pocket Money
•Aspirational
Values
•Always exploring new
things
•Friendly & approachable
•Always updated on Style
Personality
•Young, Social, On-the-Go
•Influenced by Peers
•Mix of Trend Setters &
Followers
•Early adopters & Evolved
Users
The Core Target Group

5. Average
Ranks
Variety of Gifts 2.98
Price 3.86
Discounts 4.22
Ambience 2.13
Location of Store 1.71
Brand Name 1.62
Customer service 6.55
Would it be convenient if a gift shop is in a college
campus?
Importance of Parameters College campus convenience
Rank these parameters in order of importance?
Yes 96%
No 4%
Mean score:
Very Likely
Quite Likely
Not very likely
Not at all likely
-
2
98
How likely are you to purchase a gift from a store
based in a college campus?
3.98
Which of these applies to you when you buy a gift
chipping in with someone?
Concern of Gifting
Likelihood of purchasing a gift
%
I am normally very concerned about the gift that I
am giving to the other person 91
I am slightly concerned about the gift that I am
giving to the other person 4
I normally do not have a say & let my friends/other
people decide 3
I do not give a damn & just do it for the sake of it
2
Preference Data
Source: Primary research conducted at Somaiya Vidya Vihar Campus

6. Understanding the Consumer
“I luv
branded
stuff… and
not just that
only”

7. Leveraging the Need & Void
College Teens are
always in the mood of
Celebrating & creating
memories!
College days are full of
Occasions –B’days,
Valentines’ Day,
Friendship Day etc..!
-Students have the
need for unique gifts
-Low proximity of
close gift shop
-Lacks time to select
the right gift!
Approx 550 Mts &
7 Mins Walking
from Campus to
nearest Gift
Shop!!

8. • Limited Unique products
• Non-perishable for longer shelf-life
• Reasonably priced
• Variety of Gift Wrapping options
• Popular demand: Mugs, Accessories, Teddies, Fancy Stationery &
Deos
• Surprise Delivery to friends
Merchandise Selection Approach

9. Merchandise Mix
Gifts / Consumables % of Stock
(research on Demand)
Fancy Stationery 45-50%
Accessories (Rings, Wallets, Chains,
etc.)
20-25%
Cards 15-20%
Coffee Mugs & Deos 10-15%
Stuff Toys Upto 5%

10. • Centrally located to all colleges
• Closer to 2 entrances
• Near Maggi house & open-
amphi of (eng) college
• Behind Race Track & Joggers
track
• Good Frontage & Shade under
the tree
• High visibility due to corner
position
Location Analysis & Store Placement

11. Promotion & Marketing Strategy
3 Pronged Approach
Farming
Partnering
& Specials
Hunting
- Word of Mouth
- Banners & Standees at
College Hangouts
- Classroom Promos
- eMail to college group
IDs
- College Events & Shows
- Tactical Associations
(Mr & Ms Valentine)
- Har ek Friend…ko Gift
Zaroori hota hai Contest
- Sharing is Caring Week
- Discounts &
Offers
- Loyalty
Programs
- Sales Promos
Awareness Induce Demand Drive Sales

12. Positioning Strategy
What are our
Services?
-Enabling the Gifting
Experience
-Strategic location
What us our USP?
-Catering to College
Students!
-Gifting a Surprise
What is our
Personality?
-Young & Chirpy
-We Care!
Where do we want to go?
-Being the Gifting
Destination
-eRetailing to Alumni
-Presence in other colleges
Positioning
Quadrangle

13. • 1 full time Gift Adviser will be responsible for the operations of the
store
• Age: max. 25 yrs
• Attitude & Appearance: Cheerful & Helpful nature, who is concerned
about the other person’s expectations
• Skills: Basic Craft & Art Knowledge
• Qualification: HSC pass
• Remuneration: INR 9,000 (max) + Variable
• Additional Resource requirement will be evaluated basis work load
1 Owner will always be present at the store
Human Resource Planning

14. Format Designing & Layout
Area: 30.8 mts / 325 sq.ft
5.6 mts
2.25
mts
Storage
Area
Door

15. Supply Chain & Logistics
• Purchase from Wholesaler / Manufacturer from Mumbai & Thane
districts
• 2 days TAT from order placement & return defective stock
• Orders will be placed as per stock levels & demand forecast to
avoid holding excess stock
Vendor Management
• Try to achieve Cash on Delivery for better bargains & smoother
relations
• Treat Vendors as “partners” to achieve a common goal
• Partnership model to help cut costs, boost efficiencies & share
value
Tentative Partners
• Handmades based out of Kandivili
• Metaplex Industries based out of Jogeshwari
• Swisswrap Pvt Ltd based out of Malad
Logistics –Supply Chain Management &
Vendor Management

16. Financials
Amount in INR GMROL: 130.97; GMROI: 0.47
Cost Sheet
Particulars
Amount
(INR)
Current Asset: Deposit to college 100000
Capital Expenditure
Store Décor 40000
AC, Computer, Printer & other
Electricals 75000
Total Setup Cost 115000
Operating Expenditure (monthly)
Salary 9000
Rent to College 20000
Electricity Bill 2500
Misc 1000
Avg Mktn Exp 3500
Total Monthly Cost 36000
Sales Estimate
Products Avg Inv.
Cost
Price
Avg Inv
Cost
Sales
Price
Monthly
Sales
Sales
(Amt)
Cost
(Amt)
Coffee Mugs
/ Deos 288 114 32703 175 250 43750 28438
Accessories 575 26 14950 40 500 20000 13000
Stuffed Toys 58 163 9344 250 50 12500 8125
Cards 403 20 7849 30 350 10500 6825
Fancy
Stationery 1150 20 22425 30 1000 30000 19500
2473 87271 2150 116750 75888
Variable cost 75887.5
Sales Income 116750
Gross Margin 40862.5
Monthly Operating Profit 4862.50
BEP (in Months) 23.7
BEP (In Years) 2.0