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Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
Retail study  of CROMA  -  Technology Retailer in India ...
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Retail study of CROMA - Technology Retailer in India ...

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  • 1. MID REVIEW PRESENTED BY:- VIJAY VYAS UNDER THE GUIDANCE OF MR. SUNIL MANIAR & MENTOR – MR PESHWA ACHARYA
  • 2. PROJECT FACTS  THE PROJECT REVOLVED AROUND THE VARIOUS TRENDS IN INDUSTY AND MARKETING TOOLS USED BY COMPETITORS.  THE RESEARCH WAS CONDUCTED IN MUMBAI CITY.  TOOL USED FOR RESEARCH WAS OBSERVATION . 2
  • 3. WHAT IS SOH?  IT STANDS FOR SPACE ON HIRE  IT’S THE SPACE LEASED INSTORE TO THE VENDOR BRANDS  IT EXISTS IN BOTH ORGANISED AS WELL AS UNORGANISED RETAIL
  • 4.  MORE RECOGNIZABLE IN ORGANISED RETAIL .  SOURCE OF REVENUE GENERATION FOR RETAILERS.
  • 5. REASON FOR STORE BRANDING  FOOT FALL  CAPTIVE AUDIENCE  EYE BALL  ONE STOP FOR ADVERTISING EXTENSIVE RANGE OF PRODUCTS  CHEAPER AS COMPARED TO ANY OTHER MEANS OF ADVERTISING
  • 6. REASONS FOR VENDOR INSTORE BRANDING  A PRODUCT IS MADE IN FACTORY BUT BRAND IS BUILT IN MIND OF A CUSTOMER.  INTERACTIVITY AND A PERSONALIZED APPROACH IN ADVERTISING AND PRODUCT PROMOTION HAS BECOME A NECESSITY IN OUR MODERN WORLD MARKET CONDITIONS.  IT CREATES A WIN-WIN KIND OF SITUATION FOR BOTH COMPANIES AND THE STORES.
  • 7. (A) COMPETITORS STUDY 1. IDENTIFYING COMPETITORS. 2. VISIT COMP.STORE WITH RD TEAM. 3. OBSERVATION TOOL TO BE USED FOR SURVEY. 4. SPLITTING UP OF SPACE INTO 3HEADS TOTAL SALEABLE SPACE SOLD SPACE PROPORTION OF THE SPACE SOLD TO THE TOTAL STORE SIZE
  • 8. CONTD. 5. LAUNDRY LIST OF THE ITEMS AND SPACE THAT CAN BE SOLD (BAGS, PARKING LOTS ETC) 6. FIGURE OUT THE TOP VENDOR BRANDS 7. PRICE AT WHICH THE SPACE IS SOLD IN COMP. STORE
  • 9. (B)CREATION OF SOH POLICY FOR RD. 1. ACQUIRING THE PLAN. 2. CLASSIFYING THE SPACE(A,B,C) 3. LISTING OF SPACE AND ITEMS THAT COULD BE LEASED IN OUR STORE. 4. CODING
  • 10. DIVISION OF SOH SOH/SOR VENDOR BRANDIN G SPECIAL PRODUCT DISPLAY
  • 11. COMPETITOR’S STUDY List of CROMA’S visited:MALAD JUHU BANDRA MULUND PALM BEACH VASHI 11
  • 12. SQ FEET JUHU BANDRA MALAD MULUND VASHI PALM BEACH STORE SIZE 25000 22000 30000 20000 15000 20000 TOTAL SALEABL E SPACE 6000 3000 5800 4800 3500 4000 TOTAL SOLD SPACE 5000 2000 4000 3500 2500 3200 12
  • 13. ELEMENTS OF SOH FOR CROMA          PILLARS PERIMETER’S WINDOW ADS GONDOLA ENDCAPS FLOORING POP POS BACKLIT FRONTLIT 13
  • 14.  ELEVATORS  SINGAGES  DANGLERS  WALLS GRAPHICS  CONTENT ADVERTISING  MERCHANDISE 14
  • 15. WALL GRAPHICS 15
  • 16. ESCALATORS 16
  • 17. CONTENT ADVERTISING 17
  • 18. GLASS 18
  • 19. FLOOR GRAPHICS 19
  • 20. FAÇADE BRANDING 20
  • 21. VENDORS  L.G.  CASIO  CANNON  LOGITECH  MICROSOFT  HTC  HP  SAMSUNG 21
  • 22.  SONY  TROM  BIG FM  OLYMPUS  GODREJ  DIOS  HITACHI……..etc 22
  • 23. STORE BRANDING STRATEGY  AFTER EVERY TWO PERIMETER BRANDING OF VENDOR BRAND IT PUTS ITS OWN BRANDING.  IT TAKE UTMOST CARE THAT THE VENDOR BRANDS DOES NOT OVERSHADOW ITS OWN BRAND  MAX DURATION FOR A PARTICULAR SPACE GIVEN TO VENDOR IS 6MONTHS 23
  • 24.  BULK SELLING OF SPACE INSIDE THE STORE  THEY FOLLOW PRINT SIZE AND VIEW SIZE  SPACE IS LEASED ON sq FEET BASIS  SOLD ON VIEW SIZE 24
  • 25. OTHER SPACES 25
  • 26. 26
  • 27. 27
  • 28. 28
  • 29. 29
  • 30.  SIZE OF PERIMETER BRANDING 18.47 inch 71.62inch 30
  • 31. RATE CARD AREA SIZE(FEET) DURATION RS ELEMENT FLOORING 2x2 1MONTH 3500 GRAPHICS PERIMETER 1.53x5.97 1MONTH 8000 BACKLIT WALLS 5.90xI.47 1MONTH 12000 BACKLIT WALLS “ 1MONTH 9000 GRAPHICS ESCLATORS 9x3 1MONTH 13000 STICKERS SHOP IN SHOP 50 sq feet 1MONTH 25000 ___ EXPERINCE COLUMNS 1x1 1MONTH 2500 STICKER/GRA PHICS STANDEE 5x2.5 1MONTH 4000 ____ 31
  • 32. LIST OF E-ZONE  SANTACRUZ  MUMBAI CENTRAL  MALAD 32
  • 33. ABOUT E-ZONE  ONE OF THE PREMIUM FORMAT OF PRIL  STARTED IN THE YEAR 2007  HAVING 4 STORES ACROSS MUMBAI  ALL STORE LESS THAN 15000 SQ FEET 33
  • 34. santcruz Mumbai central malad 7000 sq feet 5500 sq feet 6000 sq feet TOTAL SALEABLE 2000 sq feet SPACE 1500 sq feet 1500 sq feet TOTAL SOLD SPACE 750 sq feet 900 sq feet STORE SIZE 1000sq feet 34
  • 35.  35
  • 36. 36
  • 37. CONTENT ADVERTISING   MORE FOCUS ON ON FAB CARDS 37
  • 38. 38
  • 39. SINGAGES THREE TYPE OF SINGAGES WERE NOTICED:- FAB CARDS SHELF AGE LABEL PAPER SINAGES 39
  • 40. EXPERIENCE COUNTERS 40
  • 41. HOME THEATER DEMO ROOM  LABEL ROOM HAVING ONLY THEIR PRIVATE LABELS DISPLAYED IN THE ROOM. 41
  • 42. VENDORS SONY LG CANNON SAMSUNG HP INTEL HITACHI 42
  • 43. VIJAY SALES OPERA HOUSE PRABHADEVI MAHIM VASHI STORE SIZE 15000 sq feet 30000sq feet 10000sq feet 15000sq feet TOTAL SALEABLE SPACE 8000sq feet 40000sq feet 4000sq feet 8000sq feet TOTAL SOLD SPACE 5000sq feet 25000sq feet 1500sq feet 3000sq feet 43
  • 44. ABOUT VIJAY SALES  HAVING 16 STORES ACROSS MUMBAI  ITS BUSINESS IS BASICALLY A HUF  MAJORITY OF STORES ARE NOT IN MALLS  MOST COMPETITIVE PRICING STORE 44
  • 45. HYPERCITY HYPRECITY TOTAL CDIT AREA 3000 sq feet TOTAL SALEABLE SPACE 2000 sq feet TOTAL SPACE SOLD 1500 sq feet 45
  • 46. ELEMENTS OF SOH  SHOP IN SHOP  PERIMETER BRANDING  STANDEE  WOBBLERS  SHELF SINGAGES  HOME THEATRE ROOM  GONDOLA ENDCAPS 46
  • 47. VENDORS  OLYMPUS  GODREJ  DIOS  NOKIA  HTC  SAMSUNG 47
  • 48. THANK YOU 48

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