Retail study of CROMA - Technology Retailer in India ...
1. MID REVIEW
PRESENTED BY:- VIJAY VYAS
UNDER THE GUIDANCE OF
MR. SUNIL MANIAR &
MENTOR – MR PESHWA ACHARYA
2. PROJECT FACTS
THE PROJECT REVOLVED AROUND THE
VARIOUS TRENDS IN INDUSTY AND
MARKETING TOOLS USED BY
COMPETITORS.
THE RESEARCH WAS CONDUCTED IN
MUMBAI CITY.
TOOL USED FOR RESEARCH WAS
OBSERVATION .
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3. WHAT IS SOH?
IT STANDS FOR SPACE ON HIRE
IT’S THE SPACE LEASED INSTORE TO THE
VENDOR BRANDS
IT EXISTS IN BOTH ORGANISED AS WELL AS
UNORGANISED RETAIL
4. MORE RECOGNIZABLE IN ORGANISED
RETAIL .
SOURCE OF REVENUE GENERATION FOR
RETAILERS.
5. REASON FOR STORE BRANDING
FOOT FALL
CAPTIVE AUDIENCE
EYE BALL
ONE STOP FOR ADVERTISING EXTENSIVE
RANGE OF PRODUCTS
CHEAPER AS COMPARED TO ANY OTHER
MEANS OF ADVERTISING
6. REASONS FOR VENDOR INSTORE
BRANDING
A PRODUCT IS MADE IN FACTORY BUT
BRAND IS BUILT IN MIND OF A CUSTOMER.
INTERACTIVITY AND A PERSONALIZED
APPROACH IN ADVERTISING AND
PRODUCT PROMOTION HAS BECOME A
NECESSITY IN OUR MODERN WORLD
MARKET CONDITIONS.
IT CREATES A WIN-WIN KIND OF SITUATION
FOR BOTH COMPANIES AND THE STORES.
7. (A) COMPETITORS STUDY
1. IDENTIFYING COMPETITORS.
2. VISIT COMP.STORE WITH RD TEAM.
3. OBSERVATION TOOL TO BE USED FOR
SURVEY.
4. SPLITTING UP OF SPACE INTO 3HEADS
TOTAL SALEABLE SPACE
SOLD SPACE
PROPORTION OF THE SPACE SOLD TO
THE TOTAL STORE SIZE
8. CONTD.
5. LAUNDRY LIST OF THE ITEMS AND SPACE
THAT CAN BE SOLD (BAGS, PARKING LOTS
ETC)
6. FIGURE OUT THE TOP VENDOR BRANDS
7. PRICE AT WHICH THE SPACE IS SOLD IN
COMP. STORE
9. (B)CREATION OF SOH POLICY FOR
RD.
1. ACQUIRING THE PLAN.
2. CLASSIFYING THE SPACE(A,B,C)
3. LISTING OF SPACE AND ITEMS THAT COULD
BE LEASED IN OUR STORE.
4. CODING
22. SONY
TROM
BIG FM
OLYMPUS
GODREJ
DIOS
HITACHI……..etc
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23. STORE BRANDING STRATEGY
AFTER EVERY TWO PERIMETER BRANDING
OF VENDOR BRAND IT PUTS ITS OWN
BRANDING.
IT TAKE UTMOST CARE THAT THE VENDOR
BRANDS DOES NOT OVERSHADOW ITS
OWN BRAND
MAX DURATION FOR A PARTICULAR SPACE
GIVEN TO VENDOR IS 6MONTHS
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24. BULK SELLING OF SPACE INSIDE THE
STORE
THEY FOLLOW PRINT SIZE AND VIEW SIZE
SPACE IS LEASED ON sq FEET BASIS
SOLD ON VIEW SIZE
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43. VIJAY SALES
OPERA
HOUSE
PRABHADEVI MAHIM
VASHI
STORE SIZE
15000 sq feet
30000sq feet
10000sq feet
15000sq feet
TOTAL
SALEABLE
SPACE
8000sq feet
40000sq feet
4000sq feet
8000sq feet
TOTAL SOLD
SPACE
5000sq feet
25000sq feet
1500sq feet
3000sq feet
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44. ABOUT VIJAY SALES
HAVING 16 STORES ACROSS MUMBAI
ITS BUSINESS IS BASICALLY A HUF
MAJORITY OF STORES ARE NOT IN MALLS
MOST COMPETITIVE PRICING STORE
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