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STUDY THE RETAIL ATMOSPHERICS AND
   STORE LAYOUT OF KFC & BMW
PRESENTATION FLOW
 Introduction to the title
 Introduction to the KFC

 Atmospherics strategies of KFC

 Store layout of KFC

 Introduction to the BMW

 Atmospherics strategies of BMW

 Store layout of BMW

 Findings

 Recommendations

 conclusions
INTRODUCTION TO TITLE
The study is based on-
 The store atmospherics and space strategy

 Their relevance emerges from the link between the
  shopping behavior and physical environmental
  factors.
 Physical elements in a store’s design that appeals
  to the customers and encourage them to buy.
 Retail space management .
INTRODUCTION TO KFC
 KFC, also known as Kentucky Fried Chicken, is a
  chain of fast food restaurants based in
  Louisville, Kentucky, in the United States.
 Primarily sells chicken pieces, wraps, salads and
  sandwiches.
 The company was founded as Kentucky Fried
  Chicken by Colonel Harland Sanders in 1952.
 The recipe of 11 herbs and spices used by KFC in
  preparation of their chicken remains a trade secret.
ATMOSPHERIC STRATEGY OF KFC
   Exterior Atmospheric:
           Store Front

           Entrances

           Display window

           Visibility

           Adjoining stores
   Interior Atmospherics:
            Flooring

            Lightning

            Personal

            Cleanliness

            Wall

            Washroom

            Aisles

            Temperature

            Sitting areas

            Music's
   Visual Merchandising
           Assortment

           Self-service

           Payment counter for food

           Payment counter for drinks
STORE LAYOUT OF KFC AT CP
                        Payment
                      counters for               Supporting back            Upstairs &
                       solid food.                   Room                   Downstairs.




                                                                                          washroom
                                                                   AISLES


 Sitting areas
 for families                                                                                Payment
    or large                                                                                counters for
    groups                                                                                    Drinks



 Sitting Areas                                                                            Sitting Areas
  (Couches)                                                                                (Couches)



                    Visual                                       Visual
                                     Entry and
                 Merchandising                                Merchandising
                                        Exit
INTRODUCTION TO BMW
 Bayerische Motoren Werke (BMW), (literally
  English: Bavarian Motor Works) is a German
  automobile, motorcycle and engine manufacturing
  company founded in 1916.
 BMW Group currently has 17 production facilities in
  five countries
 BMW itself still continues to roll out the 3-series, 5-
  series and the 7-series from its stable.
 BMW entered the emerging Indian automobile
  market in December, 2006.
 Presently, 12 active dealership have opened up
  across India.
MODE OF ENTRY IN UNEXPLORED MARKET
 1) Export
 2) Acquisitions

 3) Foreign Direct Investment (FDI).
ATMOSPHERIC STRATEGY OF BMW
   Exterior Atmospheric :
           Store Front

           Entrances

           Display Windows

           Visibility

           Adjoining store
   Interior Atmospheric:
           Flooring
           Lightning
           Personal
           Cleanliness
           Wall
           Washroom
           Temperature
           Sitting Areas
   Visual Merchandising:
           Assortment
           Theme
           Payment counter
           Interior kiosk sign system
STORE LAYOUT OF BMW AT CP
                 Upstairs &
                                                               Sitting Areas
                 Downstairs                Sitting Areas
                              Staff Room                          (Couch)
                                              (Chairs)


     Payment
     Counters




                                                              Visual
                                 Visual                    Merchandising
    Visual
                              Merchandising                 (New cars)
 Merchandising
                               (New cars)




                                                             Entry & Exit
FINDINGS
   For KFC:
          Red Colored wall
          Dim lightning environment
          Visibility and easily accessible
          They avoid long ques.
   For BMW:
          New cars for VM
          Bright lightning environment
          Technology display
          High class feel
          Safety drive manual
RECOMMENDATIONS FOR KFC:

    The store was completely & well furnished though there
    was few points we would like to recommend for KFC
    store is that washroom was not visible to customer. So
    that, the customer don’t need to ask the waiters for
    direction towards washroom.
   In the cold drinks section they only have PEPSI and
    their own products. They should keep COKE and other
    verities also so that the customer can have what they
    wants.
    They are playing only western music in their store. They
    should play hit hindi songs also while they are operating
    in India.
    They should maintain a customer information database
    system, where mobile no. of every customer is noted.
    They can send sms to their customer in various festive
    seasons to attract them.
RECOMMENDATIONS FOR BMW

  Store should be spacious
 No Electric Neon or Hoarding was available.
 Doormen wasn’t available all the time.
 At the front gate they should hire a
  gatekeeper, who will open the gate for the customer
  and greet them.
 They should increase their sitting space. Because
  if two or three customer come to the store at the
  same time then they might face a problem of
  shortage of sitting space.
 They should also play some pleasant music to give
  the customer a pleasant mood.
CONCLUSIONS
Store atmospherics environment is most important
Different store adopt different store design strategy
  based on their target customer.
Customer perception depends on the atmospheric
  environment of the store.
THANK YOU

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Study the retail atmospherics and store layout of

  • 1. STUDY THE RETAIL ATMOSPHERICS AND STORE LAYOUT OF KFC & BMW
  • 2. PRESENTATION FLOW  Introduction to the title  Introduction to the KFC  Atmospherics strategies of KFC  Store layout of KFC  Introduction to the BMW  Atmospherics strategies of BMW  Store layout of BMW  Findings  Recommendations  conclusions
  • 3. INTRODUCTION TO TITLE The study is based on-  The store atmospherics and space strategy  Their relevance emerges from the link between the shopping behavior and physical environmental factors.  Physical elements in a store’s design that appeals to the customers and encourage them to buy.  Retail space management .
  • 4. INTRODUCTION TO KFC  KFC, also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States.  Primarily sells chicken pieces, wraps, salads and sandwiches.  The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952.  The recipe of 11 herbs and spices used by KFC in preparation of their chicken remains a trade secret.
  • 5. ATMOSPHERIC STRATEGY OF KFC  Exterior Atmospheric:  Store Front  Entrances  Display window  Visibility  Adjoining stores
  • 6. Interior Atmospherics:  Flooring  Lightning  Personal  Cleanliness  Wall  Washroom  Aisles  Temperature  Sitting areas  Music's
  • 7. Visual Merchandising  Assortment  Self-service  Payment counter for food  Payment counter for drinks
  • 8. STORE LAYOUT OF KFC AT CP Payment counters for Supporting back Upstairs & solid food. Room Downstairs. washroom AISLES Sitting areas for families Payment or large counters for groups Drinks Sitting Areas Sitting Areas (Couches) (Couches) Visual Visual Entry and Merchandising Merchandising Exit
  • 9. INTRODUCTION TO BMW  Bayerische Motoren Werke (BMW), (literally English: Bavarian Motor Works) is a German automobile, motorcycle and engine manufacturing company founded in 1916.  BMW Group currently has 17 production facilities in five countries  BMW itself still continues to roll out the 3-series, 5- series and the 7-series from its stable.  BMW entered the emerging Indian automobile market in December, 2006.  Presently, 12 active dealership have opened up across India.
  • 10. MODE OF ENTRY IN UNEXPLORED MARKET  1) Export  2) Acquisitions  3) Foreign Direct Investment (FDI).
  • 11. ATMOSPHERIC STRATEGY OF BMW  Exterior Atmospheric :  Store Front  Entrances  Display Windows  Visibility  Adjoining store
  • 12. Interior Atmospheric:  Flooring  Lightning  Personal  Cleanliness  Wall  Washroom  Temperature  Sitting Areas  Visual Merchandising:  Assortment  Theme  Payment counter  Interior kiosk sign system
  • 13. STORE LAYOUT OF BMW AT CP Upstairs & Sitting Areas Downstairs Sitting Areas Staff Room (Couch) (Chairs) Payment Counters Visual Visual Merchandising Visual Merchandising (New cars) Merchandising (New cars) Entry & Exit
  • 14. FINDINGS  For KFC:  Red Colored wall  Dim lightning environment  Visibility and easily accessible  They avoid long ques.  For BMW:  New cars for VM  Bright lightning environment  Technology display  High class feel  Safety drive manual
  • 15. RECOMMENDATIONS FOR KFC:  The store was completely & well furnished though there was few points we would like to recommend for KFC store is that washroom was not visible to customer. So that, the customer don’t need to ask the waiters for direction towards washroom.  In the cold drinks section they only have PEPSI and their own products. They should keep COKE and other verities also so that the customer can have what they wants.  They are playing only western music in their store. They should play hit hindi songs also while they are operating in India.  They should maintain a customer information database system, where mobile no. of every customer is noted. They can send sms to their customer in various festive seasons to attract them.
  • 16. RECOMMENDATIONS FOR BMW  Store should be spacious  No Electric Neon or Hoarding was available.  Doormen wasn’t available all the time.  At the front gate they should hire a gatekeeper, who will open the gate for the customer and greet them.  They should increase their sitting space. Because if two or three customer come to the store at the same time then they might face a problem of shortage of sitting space.  They should also play some pleasant music to give the customer a pleasant mood.
  • 17. CONCLUSIONS Store atmospherics environment is most important Different store adopt different store design strategy based on their target customer. Customer perception depends on the atmospheric environment of the store.