The Mobile Store

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An in depth study on the all around development of The Mobile Store

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The Mobile Store

  1. 1. RETAIL INDUSTRY INTRODUCTION TO STORE TARGET GROUP DESIGN AMBIENCE BUSSINESS STRATEGY INSIGHTS IMPROVEMENTS STRENGTHS CONSUMER POWER
  2. 2.  DERIVED FEOM FRENCH WORD “RETAILLIER”.  BREAKING THE BULK. BUY IN LARGE AMOUNT & SELLING IN AMOUNT THE CUSTOMER NEEDS. TRANSACTION BETWEEN RETAILER & CONSUMER.
  3. 3. The retail scenario is one of the fastest growing industries in india  Indian retail sector is 5th largest global retail destination  Indian retail sector is dominated by the unorganized sector. Organized retailing- 3%, unorganized retailing-97% GFHGFHFGHG
  4. 4. VALUE SHARE
  5. 5. KIRANA STORES SUPERMARKETS DEPARTMENTAL STORES HYPERMARKETS DISCOUNT STORES Convenience stores Specialty stores E-retailing Evolution of retail
  6. 6. Major Players in Indian Retail Industry  Shoppers’ Stop  Westside  Pantaloons  Lifestyle  Crossword  Wills Lifestyle  RPG Retail (Spencers, Music world)  Globes  Ebony Retail Holdings ltd.
  7. 7. TOP 10 GLOBAL RETAILERS WALMART CARREFOUR KROGER HOME DEPOT METRA AHOLD KMART ALBERTSONS SEARS TARGET
  8. 8. Industry Telecommunications Headquarters Mumbai, India Key people Srikant Gokhlae , CEO & Director Products Mobile and other electronic equipment and services Employees >5000 Parent ESSAR GROUP stores 1300
  9. 9.  India's first countrywide chain of telecom retail outlets and largest mobile retailer.  The Mobile Store provides multi brand handsets, accessories, connections, repairs, VAS etc.  1372 outlets.  Vision is to have a network of 2500 stores by 2011 across 650 cities.
  10. 10. YOUR'S FAMILY MOBILE STORE aspires to build India’s premier distribution network of innovative products and services by leveraging its strengths in sourcing and creating like-minded channel partners, to stay one step ahead of the dreams of the electronic society. We deliver outstanding value by combining ‘High Volumes – Low Margins’ strategy, to be followed by deep market knowledge with unconventional thinking, for creation of such channels.
  11. 11. VORLI AIROLI( NAVI MUMBAI) SION
  12. 12. TARGET MARKET
  13. 13. Low price : THE MOBILE STORE itself is a Discount Retail Chain. Trust : The name itself inspires trust and its consumers rely on it through all time delivery Savings : Focuses on the concept of constantly sustainable at low Price
  14. 14.  India’s working population (in the 15-49 years age group) constituted around 53% of the population  Focuses on lower and upper middle class.
  15. 15. VALUE SHARE
  16. 16. VALUE SHARE
  17. 17. UNIT SHARE
  18. 18.  Design is,  Consistent with image.  “RED” colour easily attract the customer attention.  Racks with the merchandise are arranged neatly along the walls of the store.
  19. 19. The Mobile Store outlets are in three formats: Large - 1000-1500 square feet Medium- 800-1000 square feet  Corner-150-200 square feet with smaller formats located primarily in large malls.
  20. 20. 1 • Selling Space 2 • Merchandise 3 • Personnel Space 4 • Repair space (this may not be present in most of the shops)
  21. 21. AIROLI
  22. 22. DISPLAY RACKS ON RIGHT SIDE
  23. 23. INTERNAL LIGHTING
  24. 24. PAYMENT COUNTERS
  25. 25. DISPLAY RACKS ON LEFT SIDE
  26. 26. CEILINGS
  27. 27. VORLI
  28. 28. SION
  29. 29. VALUE FOR MONEY MOBILE CONNECTION ACSSESORIES BUSSINESS FUN LIFESTYLE CASH COUNTER ENTRY
  30. 30. WALL COLOUR : WHITE FLOOR COLOUR : OFF WHITE LIGHTING : NOT TO BRIGHT SUFFOCATION : NO, AIR CONDITIONED OUTLET EMPLOYE BEHAVIOUR : GOOD UNIFORM : BRIGHT BUT ATTRACTIVE ATTENDING CUSTOMER : YES ENVIRONMENT: MUSIC,LED TV
  31. 31.  Cut price strategy. 5 to 10 % less than MRP. Focuses on lower and upper middle class. Inform customers about promotional offers.
  32. 32. • PDA & Smartphone's, Emails, data transfer etc., BUSSINESS • Fashion phones, Look and eleganceLIFESTYLE • Multimedia & music, camera, games, wacky ring tones and wallpapers, FUN VALUE FOR MONEY Special offers, discounts and budget phones. categorized its mobile device offerings into consumer segments keeping in mind the profiles and needs of different consumers.
  33. 33. . AIRTEL MTNL/BSNL VODAFONE BPLIDEA RELIANCE TATA INDICOM
  34. 34. The Mobile Store offers : • Miscellaneous services like monthly bill collections etc. • stores also offer connections (pre paid and post paid). •Accessories. • VAS including ring tones. • wallpapers and gaming .
  35. 35.  The products offered by TMS are- 1. Mobiles 2. SIM cards 3. Recharge Coupons 4. Tablets 5. Mobile covers 6. Mobile Chargers 7. Outer frames for mobiles 8. Other Accessories
  36. 36. MOBILES: BLACKBERRY I PHONE LG MICROMAX MOTOROLA SAMSUNG NOKIA SONY ERRICSON HTC AIRCEL VODAFONE
  37. 37. ACCESSORIES BATTERY CHARGER HANDSFREE STORAGE
  38. 38. CONNECTION & DATA CARD MUSIC & GAMING SERVICE • REPAIRS • 2 YEARS WARRANTY • MOBILE THEFT INSURANCE • 24*7 CUSTOMER SERVICE
  39. 39. 1. Activities, materials, devices, and techniques used to supplement the advertising and marketing efforts. 2. ADVERTISEMENTS are among the most well-known sales promotion tools. 3. But other examples include special displays, coupons, promotional discounts, contests, and gift offers.
  40. 40. A value that will purchase a definite quantity, weight, or other measure of a good or service. The price of products at TMS are discounted (5%- 10% of Market Price) and is one of the USPs of the store. The pricing of the product is decided by the strategic team and remains uniform in all the outlets across India. .
  41. 41. MRP Rs. 8069 Our Price Rs. 7549 You Save Rs. 520 MRP Rs. 8069 Our Price Rs. 7549 You Save Rs. 520 MRP Rs. 15468 Our Price Rs. 9949 You Save Rs. 5519 MRP Rs. 29000 Our Price Rs. 27419 You Save Rs. 1581 MRP Rs. 15990 Our Price Rs. 9499 You Save Rs. 6491 MRP Rs. 6290 Our Price Rs. 4989 You Save Rs. 1301 MRP Rs. 23000 Our Price Rs. 20389 You Save Rs. 2611 MRP Rs. 8069 Our Price Rs. 7549 You Save Rs. 520 NOKIA C5 00 G NOKIA C 500 B NOKIA C5 00 W SONY ERRICSON W8 LG OPTIMUS 2X SONY ERRICSON X8 SAMSUNS S3353 CHAT LG OPTIMUS BLACK
  42. 42. located in over 1300 locations areas which have the most customer concentration SION & High Street Phoenix Mall. the visibility factor is the key element site can be seen by potential customers, pedestrians, vehicular traffic, which may enhance sales or just window shopping
  43. 43. THE MOBILE STORE – POOR CUSTOMER SERVICE Customer not getting movie ticket because they bought mobile in discount POOR HANDSET MODEL LIMITED MODEL OF MOBILE PHONES  SPACE
  44. 44. MOBILE STORE OFFER an offer from The Mobile Store wherein you get 5% cash back on any mobile you purchase worth more than Rs. 1,000. However you need to look at the terms and conditions and I found that the cash back value is redeemable only on the next purchase you make from the same store. So logically you will end up buying 2 handsets and spending a bit more. Difficulty in mobile repair they don’t have any technician at shop.
  45. 45.  The design of an environment via:  visual communications  lighting  sound  scent  Presentation  Customized accessories to stimulate customers’ perceptual and emotional responses and ultimately influence their purchase behavior.
  46. 46.  Institutional signage Can be digital.
  47. 47.  Important but often overlooked element in successful store design.  Highlight merchandise.  Capture a mood.  Level of light can make a difference.
  48. 48.  Sound  Music viewed as valuable marketing tool.  Often make customer feel happy.  Create good atmosphere.
  49. 49.  Scent  Smell has a large impact on our emotions.  Can be administered through time release atomizers or via fragrance-soaked pellets placed on light fixtures.
  50. 50. MAGNETIC FLOATING MOBILE DISPLAY STAND
  51. 51. Best products Best price Best service Large range of product. One stop shop concept for mobile. Easy accessibility with branches in ‘n’ number of locations and even a website dedicated to the same. Repair of mobiles done in case of damage in house.
  52. 52.  The increasing influence of the western media has led to a considerable change in the life style of the Indian consumer.  The economic well being of Indian Middle class and their growing aspirations for material comforts has also been responsible for consumer power slowly gaining momentum in India.
  53. 53.  Various reason for changing customer needs and preferences: 1. Single family concepts 2. Dual Income Concepts 3. Limited to One children concepts 4. Willing to spend concepts 5. Brand Preference concepts
  54. 54.  In Emerging markets, initiating an e-retailing venture is easy but selling and keeping the customers happy is more challenging.  The Indian retail industry has always thrived on personalization, which no CRM software can claim to do .
  55. 55.  THOUGH “THE MOBILE STORE” is first mobile retail store in india but there service is not as they mentioned.  Because of poor service they are finding difficult to compete with local retailers.  They are targeting only higher middleclass & higher level customer so they left people from lower middle class.  They also not providing good service to their current class of customer hence create bad image of their brand.

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