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Socia Media and Mixed Retailers in India

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This presentation shows how Mixed Retailers can leverage the power of Social Media for the growth of its business. …

This presentation shows how Mixed Retailers can leverage the power of Social Media for the growth of its business.

Pantaloons is most popular among teens, Marks and Spencer in early post teen age, Lifestyle and Shoppers Stop in heavy spending category of 26 to 35 years

Published in: Business, News & Politics

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  • 1. MIXED RETAILING INDUSTRY IN INDIA HOW MIXED RETAILERS CAN LEVERAGE SOCIAL MEDIA TO GROW ITS BUSINESS (c) InRev Systems
  • 2. B 1 1. INDUSTRY OVERVIEW B 2 1. WHY SOCIAL MEDIAAGENDA B 3 1. SOCIAL MEDIA INDEX B 4 1. RESEARCH FINDINGS 5 1. SIMPLIFY360 (c) InRev Systems
  • 3. Mixed Retailers Brand Shares by Value* 2007-2010INDUSTRY OVERVIEW Brand Company 2007 2008 2009 2010 Vishal Mega Vishal Retail Ltd 21.1 27.5 20.8 20.2 Mart Shoppers’ Stop Shoppers’ Stop Ltd 21.1 18.7 19.2 19.8 Pantaloons Pantaloons Retail India 16.1 16.1 18 18.7 Ltd Lifestyle Lifestyle International 15.5 14 16 18 Pvt Ltd Westside Trent Ltd 9.7 9.0 9.2 9.4 Marks And Marks & Spencer - 3 3.2 3.4 Spencer Reliance India Pvt Ltd Globus Globus Stores Pvt Ltd 3.6 3.4 3.8 3.3 Source: EuroMonitor * % retail value rsp excl sales tax (c) InRev Systems
  • 4. Mixed Retailers Brand Shares by Outlets/Sites 2007-2010INDUSTRY OVERVIEW Brand Company 2007 2008 2009 2010 Vishal Mega Vishal Retail Ltd 96 148 145 150 Mart Westside Trent Ltd 28 35 41 50 Pantaloons Pantaloons Retail India 35 44 45 46 Ltd Shoppers’ Stop Shoppers’ Stop Ltd 23 27 29 35 Globus Globus Stores Pvt Ltd 20 30 34 29 Lifestyle Lifestyle International 14 15 17 25 Pvt Ltd Marks And Marks & Spencer - 14 15 19 Spencer Reliance India Pvt Ltd Source: EuroMonitor (c) InRev Systems
  • 5. Mixed Retailers Brand Shares by Selling Space* 2007-2010INDUSTRY OVERVIEW Brand Company 2007 2008 2009 2010 Vishal Mega Vishal Retail Ltd 153 231.2 226.5 232.3 Mart Shoppers’ Stop Shoppers’ Stop Ltd 115.2 144.6 155.4 186 Westside Trent Ltd 58.8 73.6 86.2 105.4 Lifestyle Lifestyle International 61.9 66.6 75.4 104.5 Pvt Ltd Pantaloons Pantaloons Retail India 74.9 94.2 100.7 103 Ltd Globus Globus Stores Pvt Ltd 29.6 34 38.5 32.9 Marks And Marks & Spencer - 9.2 10.4 16.4 Spencer Reliance India Pvt Ltd Source: EuroMonitor * surface area 000 sq m (c) InRev Systems
  • 6. Total no of organized mixed Industry retailers is small and fixed cost Industry Rivalry Rivalry 5 and exit cost is high. Overall, the attractiveness of 4INDUSTRY OVERVIEW the industry due to industry 3 rivalry is medium to high Threat of 2 Threat of New Substitute 1 Entrants Threat of Capital intensive and New involvement of economy of 0 Entrants scale makes the industry attractive. Currently, foreign mixed retailers are not allowed to be setup in India. Overall, the attractiveness of Buyer Power Supplier Power the industry due to threat of Overall, the attractiveness of the industry is HIGH new entrants is high Supplier There are many no of suppliers. Forward integration of the supplier is Power possible though will not be easy. Overall, the attractiveness of the industry due to supplier power is medium There are large no of buyers and backward integration of the buyers is not possible. Buyer However high price sensitivity of the buyers is a challenge for the industry. Overall, the Power attractiveness of the industry due to buyer power is medium to high There are huge no of substitutes available in the market such as unorganized retailers Threat of or stand-alone retailers. However the convenience as well as the one-stop solution Substitute image that a mixed retail provides makes it attractive over its counterparts. Overall, the attractiveness of the industry due to threat of substitute is medium (c) InRev Systems
  • 7. Even though retail sales are still dominated by brick and mortar stores, the influence of the Internet on offline purchasing is becomingWHY SOCIAL MEDIA? increasingly important Social Media or Consumer-Generated Media can help retailers understand consumers’ need and attitude and then proactively engage with customer needs and query Brand Health CRM Tracking Access Engagement sentiments of with customers customers Consumer Reaching out to Insights customers (c) InRev Systems
  • 8. EVERYONE’S HERE ENGAGE GET INSIGHTSWHY SOCIAL MEDIA? 70% of social media It is essential to Retailers can get users in India accessed connect with meaningful a social networking site customers and insights and use every day gain their it for decision 40% of organisations in attention to making process in India spend more than increase brand launching new 10% of their marketing loyalty and attract campaign, CRM and communication new customers programs, etc. budget on digital media According to Forrester Research, almost two-thirds of retailers have already invested in social media/CGM. Indian retailers too are starting to invest in social media (c) InRev Systems
  • 9. LinkedIn has over 100 MILLION users and adds about 1 MILLION new users to its service every week. The median age of LinkedInWHY SOCIAL MEDIA? users is 41, and the average user has 60 connections. 20 percent of its members are in the service industry Twitter has more than 145 MILLION users and adds about 6 MILLION new users a month. On average 140 million tweets are sent a day. More than 460,000 new account have been added every day . The median age of a Twitter user is 35 years old and the average user has 70 followers Facebook currently has over 500 MILLION active users around the globe and 50% of these active users log on to Facebook in any given day. Facebooks median age is 31 and its average user has 130 friends and is connected to 80 community pages, groups or events while average user creates 90 pieces of content each month YouTube has 2 BILLION views per day, and 24 hours of video is uploaded every minute. YouTube achieved for the first time the milestone of 100 videos watched per user last year © InRev Systems 2011
  • 10. Brand loyalty will become vital Threat from specialist as consumers move towards retailers is increasing premium products, andWHY SOCIAL MEDIA? as they increase their exclusive outlets for such presence throughout brands will discourage them the country from visiting department stores instead of an exclusive outlet, where they can see more product variety under Large no of MIXED SOCIAL MEDIA the same brand Category RETAILER Mixed Retailer needs to move to high brand awareness region by ENGAGING WITH CUSTOMERS MORE Single SPECIALIST THAN EVER Category RETAILER Low Brand Awareness High Brand Awareness (c) InRev Systems
  • 11. PANTALOONS is one of the biggest mixed retailers in India to adopt social media in engaging with its customersSOCIAL MEDIA INDEX Pantaloon’s Facebook Page Pantaloon’s Twitter Page – Pantaloon use it mostly for announcement (c) InRev Systems
  • 12. SOCIAL MEDIA INDEX Pantaloons use social networking site such as Facebook to engage with customers and get customers feedback (c) InRev Systems
  • 13. SOCIAL MEDIA GRADES is calculated based on the interactivity level of the mixed retailers in Facebook, Twitter, LinkedIn, YouTube and Blogs. It shows how active the mixed retailers are in the social media spaceSOCIAL MEDIA INDEX No of Channels represents the number of social networking sites a mixed retailer’s is present in Mixed Retailer No of Channels Social Grades PANTALOONS 8 3.06 SHOPPERS STOP 8 2.81 LIFESTYLE 5 2.28 INTERNATIONAL MARKS & SPENCER 5 2.02 INDIA GLOBUS 6 1.97 WESTSIDE 5 1.62 VISHAL MEGA MART 4 1.8 Social Media Grades for the Mixed Retailers in India © InRev Systems 2011
  • 14. 4SOCIAL MEDIA INDEX 3.5 3 Interactivity Level 2.5 2 1.5 1 0.5 0 0 1 2 3 4 No of Channels Interaction Plot of the Mixed Retailers in the Social Media Space (c) InRev Systems
  • 15. BRAND AWARENESS Number of conversations across webRESEARCH FINDINGS Shoppers Stop is talked more in Social Media. The negative percentage is higher too © InRev Systems 2011
  • 16. BRAND AWARENESS Number of conversations across webRESEARCH FINDINGS This is a scary situation for Marks and Spencer; there is huge negative talks happening lately © InRev Systems 2011
  • 17. BRAND HEALTH SENTIMENTS across web for different RetailersRESEARCH FINDINGS RETAILER POSITIVE SENTIMENT % NEGATIVE SENTIMENT % Shoppers Stop is the most hated PANTALOONS 63.55% 7.06% brand among SHOPPERS STOP 58.9% 11.38% the four in Social LIFESTYLE INTERNATIONAL 77.19% 5.09% Web MARKS & SPENCER 71.62% 9.79% © InRev Systems 2011
  • 18. DEMOGRPHIC Demographic – Age GroupsRESEARCH FINDINGS Pantaloon most popular among teens, Marks and Spencer in early post teen age, Lifestyle and Shoppers Stop in heavy spending category of 26 to 35 years. © InRev Systems 2011
  • 19. DEMOGRPHIC Demographic – LocationRESEARCH FINDINGS Most brands localized to West and South India - Westside is strong in Chennai, Marks and Spencer in Mumbai and Bangalore, Shoppers Stop in Mumbai Kolkata, Delhi and Hyderabad are less represented © InRev Systems 2011
  • 20. INDUSTRY INTELLIGENCERESEARCH FINDINGS This is an example of tracking an industry buzz word ‘loyalty card’. Some positive and some negative thoughts Extremely useful to understand the market sentiment for better product designs Tracking the keyword “Loyalty Card” in Simplify360 “Had a lovely albeit brief stop in There are many Doha. What a nice place. Looking “Korean Beef Bulgogi is awesome. But u forward to going back soon. I people like imawiggins know whats better? A free one! Thank wonder if Bliss spa does a loyalty who are nor sure you loyalty card :)” – bashrahman on card...” - imawiggins on 25-04- whether a store has 28-04-2011 via Twitter for BlackBerry® 2011 via twitter for i-phone loyalty card or not © InRev Systems 2011
  • 21. The Research is done using Brand Monitoring & Sentiment Analysis Social Media Monitoring Social Analytics Dashboard Product, Simplify360.SIMPLIFY360 Schedule Messages and RSS Feed Personalized URL Tracking Download Data and Reports Creating Polls and Sharing ALL THESE AND MORE IN Email Campaigns SIMPLIFY360 Team Collaboration and Work Assignment Email and Notification © InRev Systems 2011
  • 22. Simplify360 is a web based social media engagement and analytics platform that offers a ONE STOP SOLUTION to the social media needs of a business and lets you engage with your customers and interpret your social presenceSIMPLIFY360 Simplify360 provides an easy to use platform for tracking and listening to what people are talking about your brand in social communities. With Simplify360 you can not only LISTEN to what your customers are talking about your brand but also ENGAGE with them! Simplify360 lets you ANALYSE the social media presence of your brand by giving you actionable insights © InRev Systems 2011
  • 23. People Talk a Lot About Companies. But tracking conversations happening online is easier said than done. With SIMPLIFY360, you can track what customers are talking about your retail brand – good or bad feedback or even suggestion ……………SIMPLIFY360 Tracking Pantaloons in Simplify360 FIND the sentiments of the people talking about your brand – too much negative sentiment might want you to know the reason behind it © InRev Systems 2011
  • 24. People Have Love Hate Relationship. Companies Should Engage Negative conversation about TESCO - Engage with such customer proactively to find out the reason why such statement is made andSIMPLIFY360 make him happy Any talks happening on Social Web is a lead for Customer Service, Sales or Marketing Talks on Social Media are important as it affects public sentiment towards a brand or company It is always good to know if anything significant talk is happening about company or competition Engagement is the key © InRev Systems 2011
  • 25. Start Using Simplify360 TodayFor Details, Visit - Or Send a Mail to -http://simplify360.com/ david@in-rev.comhttp://simplify360.com/blog/ VP - Sales, http://www.facebook.com/simplify360 InRev Systems @simplify360 © InRev Systems (2011)