Maping For Retail Outlet Of Spencers.Ppt

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Maping For Retail Outlet Of Spencers.Ppt

  1. 1. Spencer Retail Store Mapping for the Gujarat By Mahesh Patel
  2. 2. Agenda 1. Preliminary Analysis 2. Pre-Fair Activities 3. In-Fair Activities 4. Post-Fair Analysis 5. Deliverables 6. Timelines
  3. 3. Preliminary Analysis
  4. 4. Preliminary analysis-Customer side <ul><li>Customer feedback </li></ul>“ The service staff is helpful, they return defective pieces without a fuss” “ I come for an evening walk and pick up small items on the way back” “ I feel sabzi-waala vegetables are fresher” “ The store does not give credit whereas the local grocer does” “ Prices are not low, difference between no frills grocery shop and a retail chain” Aim Get perceived value from the shoppers side
  5. 5. Preliminary analysis-Salespersons side <ul><li>Salespersons feedback </li></ul>Understand the current position and performance of the store “ Close to about 300 footfalls per day” “ Items with highest sales include Oils ,Dals and Atta” “ No home delivery as of now ” “ We run promotions but how frequently it will happen is not known” “ We have maximum customer traffic build up during weekends” Aim
  6. 6. Focus Group Discussion <ul><li>Aim: To understand the reasoning behind the retailing choices made by the customer </li></ul>Brand perception about Spencer’s Saw it for the first time in Ahmedabad Have shopped in it before The colors and the name look like that of a foreign brand The colors look like that of a pharmacy
  7. 7. Accessibility , no interference by service, indifferent to music Parameters affecting choice of shopping location Likely Recommending stores to others Trust in retailer most important, above shopping experience Experience of shopping Impulse buys only once inside the store. Advertisements about discounts not effective at home. Billboards and TV ads Effectiveness of advertisements, discounts Value trust and quality over experience , even if income increases. Will look for experiencing elsewhere Possibility of conversion to supermarket in case of increased disposable income Local vendor more convenient. Will purchase in supermarket, if already there, in order to save trip Daily vegetables shopping Trust, easy credit, convenience Why Purchase from kirana store Male
  8. 8. Low waiting time , like music Parameters affecting choice of shopping location Likely Recommending stores to others Prefer clothes purchase for experience shopping, but fear of losing out on new products Experience of shopping Will check out new stores once after seeing advertisement. Billboards and TV ads Effectiveness of advertisements, discounts Value trust and quality over experience , even if income increases. Will look for experiencing elsewhere Possibility of conversion to supermarket in case of increased disposable income Prefer local vendor since freshness is assured. In supermarket, impulse buys and exotic fruits Daily vegetables shopping Helpfulness , quality, convenience Why Purchase from kirana store Female
  9. 9. Pre-Fair Activities
  10. 10. Pre-fair activities-questionnaire Aim: To determine the consumer behavior and value proposition that Spencer’s stands for <ul><li>Would be carried out for five outlets of Spencers & Comparable Stores </li></ul><ul><li>Q1 tells us the prominent target to whom our promotion should cater. </li></ul><ul><li>Q2 gives us an idea about the product gamut of sale </li></ul><ul><li>Q3 & Q4 would be used for segmentation of data as per income </li></ul><ul><li>Data from Q5, Q6 & Q7 would be used to correlate with the data we collect through the game telling us about which parameter ranks higher on the preference of which income group </li></ul><ul><li>Question 8 would be used for gauging at the level of repeat purchases </li></ul>
  11. 11. In-Fair Activities
  12. 12. <ul><li>What is the brand recall of Spencer vis-à-vis competition? </li></ul>Question to be Answered <ul><li>Primary resources </li></ul><ul><li>Focus group Discussions (FGDs) </li></ul><ul><li>In-fair game No 1 </li></ul>Whether the customers consider Spencer’s in their choice of stores while shopping ? Brand Awareness What is the level of brand recallibilty for Spencer’s ? Sources Information sought Information needs Research Questions
  13. 13. Game 1: Ad- Venture Spencer? Big Bazaar? Gallops? Star Bazaar?
  14. 14. Guidelines and Results <ul><li>The player will be shown print advertisements by various retail chains </li></ul><ul><li>However the logo & brand name will be covered, and the player will have to guess the brand </li></ul><ul><li>It would also give us an idea about the Awareness Level of our brand in the market. </li></ul><ul><li>This knowledge will be useful to develop Brand Strategy. </li></ul>
  15. 15. <ul><li>What does the monthly & top up basket comprise of in terms of items, quantity and value? </li></ul>Question to be Answered <ul><li>Primary resources </li></ul><ul><li>Focus group Discussions (FGDs) </li></ul><ul><li>Questionnaire </li></ul><ul><li>In-fair game No 2 </li></ul>Whether the demand and availability of the product is assessed appropriately? Assess the product mix in the store What is the composition of the shopping basket for a customer (by value and quantity)? Sources Information sought Information needs Research Questions
  16. 16. Game 2 : Virtual Shopping Sanitary Materials Pet Food Baby Care Tea Chocolates Oral Care Men’s Basic Baby Care OTC Skin Care Biscuits Noodles Sauce Bread Ready to Eat Ice Cream, Fruits, Vegetables Masala and Spices Ready to Fry Cereals
  17. 17. Game 2: Guidelines <ul><li>Articles as per Product Groups would be kept in accordance with the order in the store. </li></ul><ul><li>Corresponding to each groups would be kept paper chits with Article name and Prices and the individual would be given a fixed time to choose his monthly purchase List and Volume . </li></ul>
  18. 18. <ul><li>Where do you go for shopping, with whom and why? </li></ul>Question to be Answered <ul><li>Primary resources </li></ul><ul><li>Focus group Discussions (FGDs) </li></ul><ul><li>Questionnaire </li></ul><ul><li>In-fair game No 3 </li></ul>What are the different benefits that customers derive out of the same product? Target the promotions more accurately Who is the decision maker for buying different categories of products? Sources Information sought Information needs Research Questions
  19. 19. Game 3a : Dark Room a Me 420 Vegetables FMCG Whom Where Product Group d) Cheap Retail Chain (like Subhiksha) c) Shopper’s Stop b) Roadside Vendor a) Local Grocer
  20. 20. Game 3: Guidelines <ul><li>Player is supposed to fill in the choices corresponding to specific product group in the excel sheet. </li></ul><ul><li>The unique number is used for identification and matching later. </li></ul><ul><li>As a continuation, they are asked to take a hit at the dartboard outside corresponding to the reason of their choice in respective group. </li></ul>
  21. 21. Game 3: Guidelines (..Contd) <ul><li>Player is asked as to what is the prominent reasons for his choice of shop in respective product categories </li></ul><ul><li>Modifications Possible (On basis of consultation) </li></ul><ul><ul><ul><li>Possible Value Propositions on board can be varied can be varied </li></ul></ul></ul><ul><ul><ul><li>Number of Choices given to an individual can be increased </li></ul></ul></ul>
  22. 22. <ul><li>Where attributes are valuable to a </li></ul><ul><li>customer and to what extent? </li></ul><ul><li>How do the attributes fare against each other? </li></ul>Question to be Answered <ul><li>Primary resources </li></ul><ul><li>Focus group Discussions (FGDs) </li></ul><ul><li>Questionnaire </li></ul><ul><li>In-fair game No 4 </li></ul>If the store is providing the benefits sought by the customers? Current performance of the store What are the factors affecting a customers choice of store and their relative importance ? Sources Information sought Information needs Research Questions
  23. 23. Game 4 : Apna Sapna Money Money(?) Convenience Price Ambience Trust Variety L E V E L
  24. 24. Game 4: Guidelines <ul><li>Player is given a fixed number of coins of pre decided value </li></ul><ul><li>S/he is shown different level of parameters that go into the making of the store. Each of these is carrying a price tag in denomination of coin player carries. </li></ul><ul><li>He is asked to notionally buy and design the store, he would like to have ideally given the money constraints. </li></ul><ul><li>At the end of the day, the best set is given a bumper prize. Next four would be given consolation prizes. </li></ul>
  25. 25. <ul><li>On a lighter note, what kind of music do you like listening while shopping for the product categories discussed? </li></ul>Question to be Answered
  26. 26. Game 5 : Shop for Music Player is asked his choice of music during shopping.
  27. 27. Post-fair Activities
  28. 28. Post Fair Analysis <ul><li>Collate and homogenize the data from questionnaire, in fair games and market analysis as a whole and for the three stores separately </li></ul><ul><li>Segmentation of the data on the lines of income group </li></ul><ul><li>Brand awareness of Spencer relative to other similar stores and try to see whether people actually connect with the value proposition of “Experience” </li></ul><ul><li>Goods in high demand for the organized market in general and for the Spencer stores in particular </li></ul>
  29. 29. Post Fair Analysis (...Contd.) <ul><li>Segmentation of goods on the basis of frequency and analysis of means to improve the sales of those low on sale </li></ul><ul><li>Tabular chart to show case which good is being purchased predominantly by specific income groups from where. </li></ul><ul><li>Perceived reasons for carrying out the above </li></ul><ul><li>Looking of deficiencies in the landscape where we need to catch up by comparing the above ideal data with Spencers actual data </li></ul><ul><li>Cluster of music preferred at specific times during the day by different age groups </li></ul>
  30. 30. Post Fair Analysis (...Contd.) <ul><li>Analyzing as to what are the important attributes of prominence to the customers on the basis of coins </li></ul><ul><li>Common trend preferred by the masses for the various parameters of the outlet </li></ul><ul><li>Picking out areas of importance where we at Spencer </li></ul><ul><li>lag from the above mentioned standard </li></ul><ul><li>Graphical analysis of the numerical value of parameters obtained from questionnaire and the game 4 to </li></ul><ul><li>observe trends (if any) </li></ul>
  31. 31. Deliverables <ul><li>Results of the survey at the market level </li></ul><ul><li>Analysis of the primary data collected during the fair </li></ul><ul><li>Analysis of trends on the line of research questions </li></ul><ul><li>Comprehensive Report Containing all the above </li></ul>
  32. 32. Timeline 8 Nov Insight Fair Run-up to the fair Pre-fair activities Submission of first draft Final report submission 20 Nov 10 Oct 28 Oct 5 Oct Preliminary Research 28 Sept
  33. 33. Thank You

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