Assign: Visit a store selling fashion apparel .spend at least two hours in the store pretending to browse .what consumer trends can you pinpoint
Assign: Speak with a prominent retailer in your city . Ask him how retailing has changed in the past five years in terms of the following : Peoples priorities when they come to buy in terms of price, design, quality, convenience, maintenance, personal choice, and other such factors. Level of customer service required to do business successfully. Definition of retail success
Unit II-.Retail Industry Overview
Assign.-Locate interviews with senior management of international brands which have entered India, or planning to do so. What are the reasons given for the company to want to enter the retail market ?
Assign.-You are planning to compete with the major multi – format retail outlets.
What types of outlets would you like to open , and why only these ones?
What methods do you believe will enable you to achieve sales and customer loyalty with your outlets?
Assign. Talk on Home and Office improvement company, their products and your experience as a customer &services they provide
Unit IV-Retail Formats
Assign.- . Visit the websites of a department store ,discount store and a supermarket. Try to choose different than the ones you have earlier chosen .After studying the websites ,list down what you believe to be distinguishing features of these stores ,which would encourage shoppers to buy from them, and to be loyal to them
Unit V-Challenges facing retail sector in India
Assign.- From the magazine , find a company and service provider who is offering solutions to retailers in the areas of retail security and logistic support. Learn from the website , what exactly the company offers to the retailer, and what benefits it expects the retailer to have from its services
Unit I Visit a store selling fashion apparel, fashion accessories. Spend at least two hours in the store pretending to browse. What consumer trends can you pinpoint?
When we say, you are stars for us , we prove it - not with flowery words but with deeds When we make a promise to bring the latest in fashion wear and accessories, we deliver the smiles before the merchandise .
RW currently owns six major outlets; five of which are in Delhi & NCR (Lajpat Nagar, Rohini, Noida & Kaushambi), and one in Punjab (Amritsar). The stores are stocked with international and national brands in apparel, footwear, lifestyle accessories, toys, luggage, and home products, and every thing else associated with contemporary trends.
People make trends. Trends make fashion. Taste changes both.
Unit II Locate interviews with senior management of international brands which have entered India, or planning to do so. What are the reasons given for the company to want to enter the retail market ?
Retailing involves all activities incidental to selling to ultimate consumer for their personnel family and household use. It does this by organizing their availability on a relatively large scale and supplying them to a customers on a relatively small scale The Indian retailing industry is becoming intensely competitive, as more and more players are Vying for the same set of customers. The major retail players are Pantaloon Retail, Shoppers Stop, Reliance, etc.., Retailing is one of the biggest sectors and it is witnessing revolution in India. The Windows of Opportunity shows that Retailing in India was at opening stage in 1995 and now it is in peaking stage in 2006. India's retail market is expected to grow tremendously in next few years. India shows US$330 billion retail market that is expected to grow 10% a year, with modern retailing just beginning . . The new entrant in retailing in India signifies the beginning of retail revolution .
As we saw how India’s retail sector growing and the whole world is watching. To tap India's burgeoning market for luxury goods, design firm Loius Vuitton seeks guidance from the descendant of maharaja. We give some excerpts from the interview of chief architect of the company’s brand strategy within India:
Company – LVMH (Louis Vuitton Moet Hennessy SA)
Interviewer – Sameer Reddy ( NEWSWEEK )
Guest - Tikkaraja Shatrujit Singh ( Crown Prince of the royal
family of Kapurthala )
What sort of role do you think Indian royalty plays today in relation to luxury?
Tikkaraja Shatrujit Singh, crown prince of the royal family of Kapurthala, is a living bridge between India 's historical reputation for extravagance and its burgeoning reputation as a major market for luxury goods. They are custodians of a unique heritage, which is something to be very proud of. The world comes to India to see its heritage, not to see its modern factories. In the past the rulers patronized all the arts and crafts of India, they wore Indian clothes made by master craftsmen, they employed the best chefs, ordered the most fabulous jewelry, were entertained by the best musical performers
What is your role at LV? My role is to advise Mr. Carcelle on everything relating to India: new store locations, issues related to strategic communication, public relations, a whole gamut of things. What attracts LVMH to entering in India ?
Aspiring & being recognized – middle class
Extremely wealthy class - Bollywood stars,young politicians, tycoons
Accessible to everybody – thousand of products at different prices and customize for tycoons.
Idea of luxury -
something made only for you , something that no one else will ever have.
Govt. norms – relax FDI norms
Now we take a tour of totally opposite brand who trying to foray into India Retail market.
The first Pakistani entrant in the foods segment, with its specialty recipe masalas, is National Foods Limited (NFL). Zahid Majeed, corporate marketing director, discusses with Ranjan Kaplish the company's India foray strategies and plans ahead.
You are planning to compete with the major multi – format retail outlets.
What types of outlets would you like to open , and why only these ones?
What methods do you believe will enable you to achieve sales and customer loyalty with your outlets?
Why only these methods? Why not others?
Answer in the context of the retail environment.
Intro: The increase in the number of retail chains across the country is an indication that organized retailing is emerging as an industry and will boom in a big way in the near future. Household groceries and apparel are the key drivers in India’s organized retail industry. There are various retail formats currently in use in India. These include hyper and supermarkets, convenience stores, department stores and specialty chains. Among these notable trend there has been the development of integrated retail-cum-entertainment centers and malls as opposed to stand -alone developments.
To compete with multi-format retail outlets , we foray into segment first with retail -cum -entertainment centre . Secondly we have to chose from whether to cater mass consumer or big spenders .
Mass consumer format
Big spender format
Exclusive luxury brand store
Collection store –
name it; feel it
personality reflects sporty/elegant/status
This justify with the example of an aggressive player on the retail brand- wagon, Sab Raho Saath or SRS group.
The SRS Group is one of North India’s ( the Faridabad-based )most prominent and a fast growing business houses, founded by the visionary Dr. Anil Jindal, who serves as the Chairman & Managing Director. The Group started its business in micro finance. The SRS Group operates in the domains of real estate and township development, cinemas, retail, shopping malls & hospitality. SRS is strategically pursuing by concentrating on enhancing the quality of life and providing better value to tier II cities. The firm would invest Rs. 500 crore in the expansion of its retail business, Rs. 350 crore in setting up multiplex cinemas and Rs. 150 crore in the expansion of the food and beverage business.
SRS group began its journey in the year 2000 with entertainment multiplexes and gradually diversified into real estate and FMCG, on going to expand into the apparel and jewellery retail sector.
SRS Value Bazaar is a chain of retail stores with 42 outlets in the NCR and GUJRAT. It offers consumers excellent value in groceries, garments, accessories, fresh vegetables, dairy products, convenience and ready to eat foods in the department store format. The number of outlets is expected to touch 100 by year end.
SRS Jewels is a recently launched jewellery and bullion retail brand. The brand specializes in stones-based jewellery. The number of stores will be expanded based on consumer response.
SRS Fashion Wear is a chain of multi-brand garment stores aimed at the label-conscious upper-middle end of the market. The stores stock both SRS’s in-house garment labels as well as those of other quality manufacturers .
SRS soon plans to enter the burgeoning pharmaceuticals and health product retail sector through the SRS Pharma brand of pharmacy stores
Unit III Talk on Home and Office improvement company, their products and your experience as a customer &services they provide.
We are zeroing on @home a Nilkamal enterprise as our home improvement company for a talk. Why we choose @home ? @home store won the Visual Merchandising & RD Retail Design award 2008 in the Home improvement category.
About @home: @home a Home maker store , provides for a perfect one –stop solution store for home planning with a combination of international style. It is a venture of the USD 215 million Nilkamal limited, the world leader in the molded furniture and India's number one material handling system company. Established by Vaman Parekh& Sharad Parekh, the second generation entrepreneurs Manish Parekh, Hiten & Nayan Parekh pioneered the home retailing segment @home –Mega Home Store.
Our vision: The home maker store is dedicated to making you proud of your home, making you feel at home.
@home provides FREE interior planning services , where you can bring your home plans and our designers will help you walk out with your dream home. just the way you want it….
At @home our endeavor is to offer you safe, reliable and comfortable shopping experience. However, despite our best efforts, things sometimes do go wrong. We promise to rectify any service failure as promptly as
From plywood to furniture we are an integral part of the lives of millions of Indians, we set new trends in lifestyle with quality benchmark products, redefining the word “piece of furniture” to a lifestyle product which dictates pride of possessing it.
We have the most prominent ISO 9001 and 14001 certifications for our quality standards and contribution in the industry.
This is a yarn of how two generation of a close knit business family built a conglomerate that is a household name in the country today. Our journey has been eventful marked by numerous pioneering achievements in the building material industry.
We are the pioneers of natural veneer in the building material industry in India. Our products have met the most stringent of international quality standards, resulting in our constant supply not only in the domestic market but the international market also.
Durian has also introduced readymade doors in this industry to make life trouble-free for all the users with a range of designs and colors to suit every eye.
Our imported home and office furniture range is sourced from all over the world which is the talk of the nation in terms of world class designs be it classic or contemporary. The furniture pieces which are sourced from across the world to meet the new changing taste of the Indian market.
Alongside our furniture line we have an extensive range of accessories, artifacts, furnishings, painting and decorative lighting products which will enable our clients to characterize their space.
For the first time in India, with the help of overseas research and technical team Durian introduces Laminates which are guarded to resist borer, fungus and termite. It’s the proprietary know-how which Durian has developed in collaboration with highly techno-savvy foreign research laboratory.
Our ideas and products have resulted in intensive transformation of technology for chairs and workstations to give corporate look to offices meeting international standards. To fulfill the demand of the ever changing market in office furniture we have built state-of-the-art factories with the most advanced technology, with BIFMA standard guidelines.
We have also started offering services for turnkey projects to provide a complete package to our clients . In concise we offer lifestyle products related to interior design of office, home under one roof.
People behind the firm. Mr. L N Dokania The versatility of Lakshmi Narayan Dokania goes back to his 60 years dominance in the Indian Plywood Industry. His achievements with M/s. Wood Crafts Ltd - Birla Group Company, for over 30 years as its Director has made him a Doyen in the Plywood Industry. Mr. Sajjan Dokania Sajjan Dokania is a pioneering figure in the Plywood, Allied & Retail industry spanning over 30 years. Under his innovative ideas the group has ventured into manufacturing a multi range of products such as Commercial Plywood, Marine Plywood, Decorative Plywood, PVC impregnated Flush/Panel Doors, Imported Veneer Panels, Decorative Laminates, Modular Furniture and Chairs. His ever innovative business ideas have assisted Durian into venturing into imported Home & Office furniture
Services: We work hand-in-hand with selected architects, contactors & interior designers to create unique furniture customized to meet every clients individual requirements. • Professional achievement & interior design services. • Creative furniture packages at project prices. • Skillful interpretation of clients needs. • Space planning and design • Hotel furniture supplier and installation • Interior works Project expertise - We offer Turnkey Solutions for : • Bistros • Cafes • Restaurants • Hotels • Food Courts • Cafeterias • Outdoor Furniture We have set ourselves apart from the rest with our comprehensive and complete range of competitively priced furniture marked under the Innova & Metal Avenues brand. Staying ahead of the competition is our nature. We are perceived as trendsetters in the furniture circle launching new designs into market faster than any of the competitors. Success comes from competencies in a prompt response to market needs & the building of powerful & smart partnerships with our customers. We believe that small is beautiful .
Tentative Price ranges –Rs.8500 to Rs.350,000( furniture category) Rs.1000 to Rs.7500(veneers&plywood)
For office improvement we take example of a company named Metal Avenues a sister concern of Durian. About us Metal Avenues – a premier company since last seven years specializing in furniture for restaurants, Cafeteria, Banquets, Hotel Rooms, Gardens and Pool Side, Widely used by Hospitality industry & various institutions. We take this opportunity to highlight some of the features that make our products different, give value for money and still retain the individuality needed for them to get noticed. These bespoke pieces can be made or imported completely to your specifications. We can work with all kinds of material-wood, stainless steel, wrought iron, glass or a combination thereof, the furniture is also imported form six different countries that includes Italy , Malaysia, China & Hong Kong . This gives us an advantages of offering unlimited choices to our clients, We are having one of the largest collection of hospitality & contract furniture ( over 400 models on display) & is only one of its kind in India i.e. one stop shop for imported & Indian furniture for hotel industry. We maintain high standards of production & continuously develop new designs with our in house team of designers & engineers as we understand that our customer need to make strong statements by his choice both in terms of functional value as well as the visual appeal. We offer competitive pricing & strict delivery schedules . Our clients include major Restaurant & Cafeteria chains, 5 star Hotels, Architects & MNCs in India & Abroad
Chairs & Tables Restaurants, Cafeteria, Food Court , Bar
Outdoor Furniture Pool Side ,Garden, Roof Tops
Hotel Rooms, Equipment/ Trolleys
As company works on turn-key format and give customized services to architects, interior designers & builders . Their price range are all on as per request. Company’s contact office : Metal Avenues WZ-294, 1st Floor, Opp. IBP Petrol Pump Jail Road, Hari Nagar, New Delhi-110058 Ph: 91-11-25618697 32970033 Fax: 91-11-42851697
Unit IV Query Visit the websites of a department store ,discount store and a supermarket. Try to choose different than the ones you have earlier chosen .After studying the websites ,list down what you believe to be distinguishing features of these stores ,which would encourage shoppers to buy from them, and to be loyal to them.
A department store is a retail establishment which specializes in selling a wide range of products without a single predominant merchandise line . Department stores usually sell products including apparel , furniture , appliances , electronics , and additionally select other lines of products such as paint , hardware , toiletries, cosmetics , photographic equipment, jewellery, toys , and sporting goods . Certain department stores are further classified as discount department stores. Discount department stores commonly have central customer checkout areas, generally in the front area of the store. Department stores are usually part of a retail chain of many stores situated around a country or several countries.
Ebony, the pioneer in the concept of one-stop shop departmental stores in this part of the world, offers its valued customers an array of the very best products and labels, all under one roof, the brand Ebony has acquired a distinct leadership position in the Indian retail industry. Ebony is among the first to offer the Indian shoppers an international shopping experience.
Ebony is characterized by an ambience that's comfortable, unobtrusive and spacious. The first organized retail player to enter Chandigarh , Ebony has two large format stores: each spread across an enormous 35,000 sq.ft in these cities. It also showcases one store at Faridabad in Haryana and one each in Ludhiana and Jalandhar in Punjab. The Amritsar store, is the most recent addition to a venture that originated at South Extension in New Delhi.
Department store In the case of department store I found everything matches with things mentioned in website. It fulfils customers demand.
Discount store A discount store is a type of department store , which sell products at prices lower than those asked by traditional retail outlets. Most discount department stores offer wide assortments of goods; others specialize in such merchandise as jewellery, electronic equipment, or electrical appliances. Discount stores are not dollar stores , which sell goods at a dollar or less. Discount stores differ because they sell branded goods and prices vary widely between different products
Dollar Discount Stores' Distinctive Concept Dollar Discount is a pioneer in the dollar store industry. As a franchise owner of a Dollar Discount store, you gain access to over 20 years of operating experience. Dollar Discount offers a time-tested retailing formula and a well-developed vendor distribution system that ensures you as a franchise owner receive distinctive and high-quality merchandise when you need it. In return, this assures your customers a constant flow of merchandise that is always changing, keeping them returning often to see what new and exciting things line the shelves of your franchised dollar store.
Merchandise Party Goods Gift Bags Greeting Cards Mylar & Latex Balloons Health & Beauty Aids Toys Household Items Gifts & Novelties Candy & Snacks
Discount store Discount store didn’t match my expectations as product range was less, most of the things were out of stock .
Super market A supermarket is a self-service store offering a wide variety of food and household merchandise, organized into departments. It is larger in size and has a wider selection than a traditional grocery store and it is smaller than a hypermarket or superstore . The supermarket typically comprises meat , fresh produce , dairy , and baked goods departments along with shelf space reserved for canned and packaged goods as well as for various nonfood items such as household cleaners, pharmacy products, and pet supplies. Most supermarkets also sell a variety of other household products that are consumed regularly, such as alcohol (where permitted), household cleaning products, medicine , clothes , and some sell a much wider range of nonfood products. it is situated near a residential area in order to be convenient to consumers. Its basic appeal is the availability of a broad selection of goods under a single roof at relatively low prices. Other advantages include ease of parking and, frequently, the convenience of shopping hours that extend far into the evening or even 24 hours a day. Supermarkets usually make massive outlays of newspaper and other advertising and often present elaborate in-store displays of products. The stores often are part of a corporate chain that owns or controls (sometimes by franchise ) other supermarkets located nearby — even transnationally — thus increasing opportunities for economies of scale .
Most supermarkets are similar in design and layout due to trends in marketing . Fresh produce tends to be located near the entrance of the store. Milk, bread, and other essential staple items are usually situated toward the rear of the store and in other out-of-the-way places, purposely done to maximize the customer's time spent in the store, strolling past other items and capitalizing on impulse buying . The front of the store, or "front end'" is the area where point of sale machines or cash registers are usually located. Many retailers also have implemented self-checkout devices in an attempt to reduce labor costs.
Introduction In 2004, R. Subramanian, Managing Director of Subhiksha, a discount retail chain, addressed a group of management students who wanted to learn from his miracle grocery-pharmaceuticals store that changed the face of discount retailing in South India. Growing from a single outlet in Thiruvanmyur, Chennai, to the largest chain of supermarkets and pharmacies with a turnover of Rs. 235 crore and 164 outlets had not been an easy task—given the controversy about MRP and consumer prejudices against discount stores and not to mention the onslaught of big real estate businesses getting into retail. The branding strategy for this retail store was low-cost and no-frills, i.e., a reliable and trustworthy store that has the lowest prices. The image of the store as communicated through various media was that of one who cared for its customers and ensured the best deals and savings. However, there was more to Subhiksha’s strategy than low prices. It focused on building long-term relationships with its customers by giving them a lifetime of value and savings. The ability to do this stemmed from its relentless focus on value delivery rather than transactional relationships .
Subhiksha’s retailing format :- • Customers generally looked for accessibility of the store, availability and quality of groceries, and price of branded groceries. • Customers did not like to travel beyond 5 km for purchasing groceries. • Customers did not place any premium on shopping in posh air-conditioner set-ups.
Supermarket The picture I got trough the website is matching with the store up to some extent. The products are available their are in bulk but it should be more organized and maintained. The visitors should show their conduct and staff should be cooperative .
Unit V F rom the magazine , find a company and service provider who is offering solutions to retailers in the areas of retail security and logistic support. Learn from the website , what exactly the company offers to the retailer, and what benefits it expects the retailer to have from its services.
As according to assignment we zeroed in on a services provider company Dynamic Vertical Solution (DVS) who offers solution to retailers. This excerpt is taken from the article in Image Retail authored by Rakhee Nagpal the Founder and Managing Director of DVS About : DVS is a leading provider of end-to-end integrated adaptable business management applications, for organization of various sizes across various industry sector (from retail, hospitality to real estate). They provide specialized industry specific high quality & cost effective solution to company’s that want to grow and improve upon their decision making capabilities.
Outsourcing and Infrastructure-fast exchange of data.
These services are hallmark of quick decision making of highest quality.
Our vision: To extend partnership without boundaries capitalizing on knowledge , innovation and technology , delivered by best brains. That is DVS is authorized Microsoft Dynamic Partner development centre in India.
Our mission: To be recognized as a partner of choice by 2010 for companies.
small –chain &single store integrated ,easy to use and customized solution for POS (point of sale-place where a product is sold) and store management .
mid size retailers- warehouse management , distribution, payroll and CRM.
Second point is about Retail security; The Retail Security portal focuses on the security and safety issues specific to shops, high street stores, supermarkets, shopping centers and retail outlets, including customer and staff protection and security, protection against theft and shoplifting, loss prevention and alarms, shrinkage and vandalism solutions, rfid electronic tags, cctv cameras for article surveillance, and manned guarding.
To clarify Retail security we take excerpts from the G4S security Finland company profile.
G4S Security Services offers retail companies comprehensive and individually tailored security services. Our goal is to support our clients’ business by decreasing the amount of internal and external threats towards their movable property, personnel, clients and real estate, thus creating better circumstances for our clients to concentrate on their own business.
• supervise the security according to a tailored inspection program • guide the store’s clients • are trained, motivated and happy to serve just like one of your own employees • our guards, wearing an impressive uniform, prevent disturbing factors already by their presence
G4S store security officers
Shopping mall security services ; At a shopping mall, security is a part of the comfort, customer service and functionality. We offer individual security solutions with the most extensive security services in our field of business. Physical security services Store detective services Test shopping Emergency exit checks Product alarms Event statistics Testing the condition of security systems Testing the condition of locking and actuator systems Cash transportation and processing
Technical surveillance Alarm response center services Transfer of video Real-time monitoring of alarm information The service and maintenance of preliminary fire extinguishers Store security systems Dome video surveillance systems Fixed cameras (also with wireless technology) Wireless intruder alarms Access control systems DRS - reporting software G4S Online reporting and evaluation software
Security consulting Planning for decreased losses Real estate security inspection (standards) Evaluation of intruder protection Informing of and updating standard changes Training Basic training of store security Robbery situation training Threat situation training Prevention and recognition training of losses Preliminary fire extinguishing training Emergency exiting exercises Security regulations Security system training