MID REVIEW

PRESENTED BY:- VIJAY VYAS
UNDER THE GUIDANCE OF

MR. SUNIL MANIAR &
MENTOR – MR PESHWA ACHARYA
PROJECT FACTS
 THE PROJECT REVOLVED AROUND THE

VARIOUS TRENDS IN INDUSTY AND
MARKETING TOOLS USED BY
COMPETITORS.
 THE ...
WHAT IS SOH?
 IT STANDS FOR SPACE ON HIRE

 IT’S THE SPACE LEASED INSTORE TO THE
VENDOR BRANDS
 IT EXISTS IN BOTH ORGAN...
 MORE RECOGNIZABLE IN ORGANISED

RETAIL .
 SOURCE OF REVENUE GENERATION FOR

RETAILERS.
REASON FOR STORE BRANDING
 FOOT FALL
 CAPTIVE AUDIENCE

 EYE BALL
 ONE STOP FOR ADVERTISING EXTENSIVE

RANGE OF PRODUC...
REASONS FOR VENDOR INSTORE
BRANDING
 A PRODUCT IS MADE IN FACTORY BUT

BRAND IS BUILT IN MIND OF A CUSTOMER.
 INTERACTIV...
(A) COMPETITORS STUDY
1. IDENTIFYING COMPETITORS.
2. VISIT COMP.STORE WITH RD TEAM.
3. OBSERVATION TOOL TO BE USED FOR

SU...
CONTD.
5. LAUNDRY LIST OF THE ITEMS AND SPACE
THAT CAN BE SOLD (BAGS, PARKING LOTS
ETC)
6. FIGURE OUT THE TOP VENDOR BRAND...
(B)CREATION OF SOH POLICY FOR
RD.
1. ACQUIRING THE PLAN.
2. CLASSIFYING THE SPACE(A,B,C)

3. LISTING OF SPACE AND ITEMS TH...
DIVISION OF SOH
SOH/SOR

VENDOR
BRANDIN
G

SPECIAL
PRODUCT
DISPLAY
COMPETITOR’S STUDY

List of CROMA’S visited:MALAD
JUHU
BANDRA
MULUND
PALM BEACH
VASHI

11
SQ FEET

JUHU

BANDRA

MALAD

MULUND VASHI

PALM
BEACH

STORE
SIZE

25000

22000

30000

20000

15000

20000

TOTAL
SALEAB...
ELEMENTS OF SOH FOR CROMA










PILLARS
PERIMETER’S
WINDOW ADS
GONDOLA ENDCAPS
FLOORING
POP
POS
BACKLIT
FRONT...
 ELEVATORS
 SINGAGES

 DANGLERS
 WALLS GRAPHICS
 CONTENT ADVERTISING

 MERCHANDISE

14
WALL GRAPHICS

15
ESCALATORS

16
CONTENT ADVERTISING

17
GLASS

18
FLOOR GRAPHICS

19
FAÇADE BRANDING

20
VENDORS
 L.G.
 CASIO

 CANNON
 LOGITECH
 MICROSOFT

 HTC
 HP
 SAMSUNG
21
 SONY
 TROM

 BIG FM
 OLYMPUS
 GODREJ

 DIOS
 HITACHI……..etc

22
STORE BRANDING STRATEGY
 AFTER EVERY TWO PERIMETER BRANDING

OF VENDOR BRAND IT PUTS ITS OWN
BRANDING.
 IT TAKE UTMOST C...
 BULK SELLING OF SPACE INSIDE THE

STORE
 THEY FOLLOW PRINT SIZE AND VIEW SIZE

 SPACE IS LEASED ON sq FEET BASIS
 SOL...
OTHER SPACES

25
26
27
28
29
 SIZE OF PERIMETER BRANDING

18.47
inch

71.62inch

30
RATE CARD
AREA

SIZE(FEET)

DURATION

RS

ELEMENT

FLOORING

2x2

1MONTH

3500

GRAPHICS

PERIMETER

1.53x5.97

1MONTH

80...
LIST OF E-ZONE
 SANTACRUZ

 MUMBAI CENTRAL
 MALAD

32
ABOUT E-ZONE
 ONE OF THE PREMIUM FORMAT OF PRIL

 STARTED IN THE YEAR 2007
 HAVING 4 STORES ACROSS MUMBAI
 ALL STORE L...
santcruz

Mumbai central

malad

7000 sq feet

5500 sq feet

6000 sq feet

TOTAL SALEABLE 2000 sq feet
SPACE

1500 sq feet...


35
36
CONTENT ADVERTISING



MORE FOCUS

ON

ON FAB CARDS

37
38
SINGAGES
THREE TYPE OF SINGAGES WERE NOTICED:-

FAB CARDS
SHELF AGE LABEL
PAPER SINAGES

39
EXPERIENCE COUNTERS

40
HOME THEATER DEMO ROOM


LABEL
ROOM

HAVING ONLY THEIR PRIVATE
LABELS DISPLAYED IN THE
ROOM.

41
VENDORS
SONY
LG
CANNON
SAMSUNG
HP
INTEL
HITACHI

42
VIJAY SALES
OPERA
HOUSE

PRABHADEVI MAHIM

VASHI

STORE SIZE

15000 sq feet

30000sq feet

10000sq feet

15000sq feet

TOT...
ABOUT VIJAY SALES
 HAVING 16 STORES ACROSS MUMBAI

 ITS BUSINESS IS BASICALLY A HUF
 MAJORITY OF STORES ARE NOT IN MALL...
HYPERCITY
HYPRECITY
TOTAL CDIT AREA

3000 sq feet

TOTAL SALEABLE SPACE

2000 sq feet

TOTAL SPACE SOLD

1500 sq feet

45
ELEMENTS OF SOH
 SHOP IN SHOP
 PERIMETER BRANDING

 STANDEE
 WOBBLERS
 SHELF SINGAGES

 HOME THEATRE ROOM
 GONDOLA ...
VENDORS
 OLYMPUS
 GODREJ

 DIOS
 NOKIA
 HTC

 SAMSUNG

47
THANK YOU
48
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Retail study of CROMA - Technology Retailer in India ...

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

  1. 1. MID REVIEW PRESENTED BY:- VIJAY VYAS UNDER THE GUIDANCE OF MR. SUNIL MANIAR & MENTOR – MR PESHWA ACHARYA
  2. 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. 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. 4.  MORE RECOGNIZABLE IN ORGANISED RETAIL .  SOURCE OF REVENUE GENERATION FOR RETAILERS.
  5. 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. 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. 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. 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. 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. 10. DIVISION OF SOH SOH/SOR VENDOR BRANDIN G SPECIAL PRODUCT DISPLAY
  11. 11. COMPETITOR’S STUDY List of CROMA’S visited:MALAD JUHU BANDRA MULUND PALM BEACH VASHI 11
  12. 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. 13. ELEMENTS OF SOH FOR CROMA          PILLARS PERIMETER’S WINDOW ADS GONDOLA ENDCAPS FLOORING POP POS BACKLIT FRONTLIT 13
  14. 14.  ELEVATORS  SINGAGES  DANGLERS  WALLS GRAPHICS  CONTENT ADVERTISING  MERCHANDISE 14
  15. 15. WALL GRAPHICS 15
  16. 16. ESCALATORS 16
  17. 17. CONTENT ADVERTISING 17
  18. 18. GLASS 18
  19. 19. FLOOR GRAPHICS 19
  20. 20. FAÇADE BRANDING 20
  21. 21. VENDORS  L.G.  CASIO  CANNON  LOGITECH  MICROSOFT  HTC  HP  SAMSUNG 21
  22. 22.  SONY  TROM  BIG FM  OLYMPUS  GODREJ  DIOS  HITACHI……..etc 22
  23. 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. 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. 25. OTHER SPACES 25
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30.  SIZE OF PERIMETER BRANDING 18.47 inch 71.62inch 30
  31. 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. 32. LIST OF E-ZONE  SANTACRUZ  MUMBAI CENTRAL  MALAD 32
  33. 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. 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.  35
  36. 36. 36
  37. 37. CONTENT ADVERTISING   MORE FOCUS ON ON FAB CARDS 37
  38. 38. 38
  39. 39. SINGAGES THREE TYPE OF SINGAGES WERE NOTICED:- FAB CARDS SHELF AGE LABEL PAPER SINAGES 39
  40. 40. EXPERIENCE COUNTERS 40
  41. 41. HOME THEATER DEMO ROOM  LABEL ROOM HAVING ONLY THEIR PRIVATE LABELS DISPLAYED IN THE ROOM. 41
  42. 42. VENDORS SONY LG CANNON SAMSUNG HP INTEL HITACHI 42
  43. 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. 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. 45. HYPERCITY HYPRECITY TOTAL CDIT AREA 3000 sq feet TOTAL SALEABLE SPACE 2000 sq feet TOTAL SPACE SOLD 1500 sq feet 45
  46. 46. ELEMENTS OF SOH  SHOP IN SHOP  PERIMETER BRANDING  STANDEE  WOBBLERS  SHELF SINGAGES  HOME THEATRE ROOM  GONDOLA ENDCAPS 46
  47. 47. VENDORS  OLYMPUS  GODREJ  DIOS  NOKIA  HTC  SAMSUNG 47
  48. 48. THANK YOU 48

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