This is the report about the retail visit in Kannan Department store to know their marketing strategies, their way of promotions and offers and their shelf arrangements

1. RETAIL OUTLET VISIT
RETAIL OUTLET VISIT
BY
ASWIN PRABU M (15AB10) DEEPTHI S (15AB12)
GOKUL KRISHNAN P (15AB15) DINESH BABU (15AB13)
KUMARAGURU B (15AB21) NANDHINI P (15AB24)
MANOJ PRABAKAR K (15AB23) RANJANI B (15AB30)
SIVANESH S (15AB36)
Explained by
Mr Baskaran – Senior Manager (SKDS)
Ph: +9185 2618 2700
SHRI KANNAN DEPARTMENTAL STORE (P) LTD

2. RETAIL OUTLET VISIT
About Kannan
It was started in 1985 as a Departmental Store in Erode named as Sangeetha
Shopping Centre. Encouraged by the response of the public a Mega Departmental
Store was started in the year 1999 under the Name as "Shri Kannan
Departmental Store (P) Ltd.," (as SKDS). SKDS has branches in all parts of
Tamilnadu and presently operating 22 Departmental Stores of Various sizes.
SKDS Group Annual Turnover is around Rs. 370 Crores for the last financial year.
And it has strong and committed human resource of around 2500 People. Shri T.
Thanushgaran is Chairman cum Managing Director of this Company. He actively
engaged as a Executive Committee Member in Tamilnadu Chamber of Commerce
& Industry – Madurai and he got vocational excellence award by Lions Club of
Coimbatore.
We are proud to state that we have been selected as the best Departmental Store
for the Region for the year 2010 by The Ministry of Food Processing Industries
(MOFPI) jointly with the Food Forum of India, and we will also strive to keep up
the same momentum in the years to come.
Objective
It is to understand the marketing strategies followed by the
departmental stores or outlets to promote the sales of the product of
different brands

3. RETAIL OUTLET VISIT
LAYOUT
The layout of Kannan departmental store is well planned with underground parking
facility with a capacity of parking 10 cars.
The customer are being provisioned to store their baggage in room which is placed
next to the entrance as you can see in the layout.
The lift provision for the supermarket like this is always very essential to carry
customer’s belongings to their car parking or anywhere else within the building.
The products are being placed in two ways either with the help of shelves or the
racks which will be able to reach by the customers.
The customers can shop for their products starting from right side after the
entrance as anti-clockwise direction and while coming back near to reach the billing
counter than delivery. Later, the lift is accessible just next to the delivery to go for
car parking.
The departmental has only one way to enter or exit which will be highly secure from
the Theft or Shop lifting.

4. RETAIL OUTLET VISIT
DISPLAY
DISPLAY
DISPLAY
DISPLAY
DISPLAY
RACK
RACK
RACK
RACK
RACK
RACK
BAGGAGE
ROOM
BILLING
DELIVERY
CHAT
CHAT
WAY TO PARKING
FOOD STALL
ENTRANCE
RACK
RACK

5. RETAIL OUTLET VISIT
SHELF ARRANGEMENT
As far as shri kannan departmental store is concerned the shelf arrangement is
generally according to the individual product margins in different categories.
Also if the departmental store itself produces particular product (kannan’s product)
they are placed in the height of normal person’s captures most of their customer’s
attention.
LOW MARGIN PRODUCTS (products that are somewhat familiar
as a brand but generating low margin) ex.cbr masala powders.
LOW MARGIN PRODUCTS (products that are less familiar as a
brand and generating low margin as well) ex. nirabara masala
powders.
KANNAN PRODUCTS IF ANY (if kannan is manufacturing a
product in a particular category that is given much importance
and kept at the height of a normal person’s shoulder)
ex. kannan masala powders.
MODERATE MARGIN PRODUCTS (products that are well familiar
as a brand and generating comparatively low margin as well)
ex. Aachi masala powders.
HIGH MARGIN PRODUCTS (products that are highly and high in
margin also so irrespective of the place it is kept customer will
search and get it) ex. Sakthi masala powders.

6. RETAIL OUTLET VISIT
Number of product categories
Underground
• parking
Ground floor
• Sweet and food court
• chocolate
• Cellphones and accessories
• Electrical and electronics
• Stationaries
First floor
• Provision
• Cosmetics
• Rice and cookin oil
• Pooja articles
• Snacks and biscuits
• Dry fruits and ready mix
• Free door
delivery(Provsions)
Second floor
• Foot wears
• Gift articles
• Watch and spectacles
• Flower and decoratives
• Belts and gents Inner
wear
Third floor
• Ever silver
• Brass
• Glass ware
• Kitchen ware
• Bag and suitcase
• Home appliances
Fourth floor
• Mat
• Plastics
• Home furnishing
• Garden Products
Fifth floor
•Books and CD's
•Toys and sports

7. RETAIL OUTLET VISIT
Aesthetics
The arrangement of goods are almost in the rakes according to the category
which the respective product belongs. No special focus on aesthetics, they
just arrange the products according to the categories and special care is
taken only for their own products. The regular customers are high and they
aware where the particular product has been kept. The employee assistance
is better as even a security guard knows where the each product will be kept
and may direct the new customers. It looks as same as other any local
departmental stores.

8. RETAIL OUTLET VISIT
Display of products
All the displays were placed with a eyesight level. The brands and self-
manufactured were majorly promoted by this retail outlets example: kannan
departmental products were placed in different positions so as to attract and bring
in notice for the customers.
Displays that are organized and created to efficiently meet your customers' needs
will assure continuing business from your existing customers and will entice
prospective customers to purchase from you. It is essential to consider the type of
professional image you want to convey to the customer and your community when
creating and organizing your facility. By the time a customer walks into the store,
he or she has received several impressions about the store from your advertising,
word of mouth, your store front, and now your product display. This is your last
chance to make a good impression. You can create an effective product display
after determining what type of setup or display store to project to your community
and customers. Some dealers prefer to present their merchandise in an informal
country store environment and other dealers prefer displaying their merchandise
in technically advanced learning or demonstration centres.

9. RETAIL OUTLET VISIT
Store structure
Store operation
Management, cashier, sales, receiving, loss preventions.
Marketing
Visual display, public relations, public attractions and satisfaction,
promotions.
Merchandising
Planning, buying, inventory, control.
Human relations
Personnel, training.
Finance
Accounting, credit.
Technology
Information technology.
(As the store grow and the retail business evolves, the dynamics of the
organization’s structure will change too).
store
operations
marketing
Merchandising
Human
relations
Finance
Information on
technology

10. RETAIL OUTLET VISIT
Cash counter
Cash counter in any retail stores should be placed for the convenience of the
customer and it is very nearer to the billing counter so that customer can easily
pay the bill amount and collect the respective product. Depending on the section,
products or crowd also cash counter should be placed.
In Kannan departmental store the cash counter is placed in each and every floor
and especially in the front of the section. This is up to the customer ease of
shopping, once the customer enters the store they finished shopping and then
they rushing to get out soon. So, the billing counter and cash counter are in the
similar place. In some cases chocolates, accessories, etc. are placed near the cash
counter or bill counter it may force the customer to buy that particular product.
Basically small products are to be placed like this. This cash counter strategy is
planned in accordance with customers feedback and employees suggestions we
are having the separate section for this planning. Cameras are also fixed that will
cover cash counter, billing and delivering of the products.

11. RETAIL OUTLET VISIT
Is parking lot important?
Customer frequently make judgements about the quality of a retailer’s products
and services that are based on the appearance of the store’s exterior. In some case,
these impressions are subconscious, but they can also be conscious judgements
,depending on just how bad the exterior looks.
For many retailers, the parking lot is the most noticeable part of the store’s
exterior. It is the first thing potential customer see when approaching the store by
car or on foot. If the parking lot shows signs of neglect, a customer’s first impression
of the overall quality of the business will be more negative than if the lot is well
maintained.
Kannan departmental
scenario:
When we interviewed
manager of the retail store,
we came to know that their
parking lots will be based on
the location of the retail
store.
I.e. if the retail store is located in the outskirts of a city where the total number of
people visiting the store will be comparatively low than the stores at the heart of
the city. So parking lot size will be based on the location of the store and number
of people visiting the retail outlet.

12. RETAIL OUTLET VISIT
Here in this retail outlet since it is located in the prime location, the number of
people visiting will also be more. And the parking lot was also constructed based
on this. There is no place for bike parking in this retail outlet.
Suggestion:
Since the store was established during 90’s the parking lot was constructed based
on then number of customer forecast. But now the current location has become
the prime spot number of people visiting also more. So the parking lot size can be
increased.
Currently there is no separate parking slots for two wheelers so it can be provided
so that it will be much helpful for customers who are coming by two wheelers By
doing so this will reduce the customers valuable time searching for parking so that
they can spend more time on shopping, which in turn will generate more revenue
to the retail.

13. RETAIL OUTLET VISIT
Announcement of discount
Discounts are provided probably during the first 15 days of every month as to
attract the salaried people and the regular customers are aware of it. New
customers when they enter the particular section there will be a board which
indicates the discount available for the particular day. Moreover during festive
seasons they will put up a huge banner which indicates the offers provided by them
and the huge banners were put up in the prime location. So even the passengers in
the buses will come to know about it while passing by.
They may probably tell to some people and word of mouth would occur and bring
in lot of footsteps into the premises and make them as their customers.

14. RETAIL OUTLET VISIT
Behaviour of the employees
The employees are very customer-friendly. They actually have two types of
customers: Regular and Newcomers. The Regular customers know where the
products are available and if they have any problem with finding the product, the
attendants or the floor managers immediately attend to them. The Newcomers
don’t know where the products are available, so the floor manager comes in
contact with them and make them feel comfortable with the shopping. The
attendants in each floor are helpful in finding the right product for the customers.
They attend to each customer in a unique way which makes the customer feel
very satisfied.