Central is a large shopping mall located in Gurgaon, India owned by Pantaloon Retail. It houses over 1000 brands across various categories. The mall was designed to feel like a public space where people can shop and congregate. Central offers various services to customers like gift cards, beauty services, WiFi, and a food court. It has strict standards for employee customer service and conduct. The document discusses Central's product categories, brands, facilities, organizational structure, and customer return and alteration policies.

1. Gurgaon CENTRAL - Pantaloon Retail India Ltd
Sector-25,MG Road , Near IFFCO Chowk,
Gurgaon: 122001

2. A Study of Marketing Mix Offered By
Central Gurgaon and Customer`s
Behavior
By Ajeet Kumar
Swati Singh

3. Brand: Central Mall
Owned by: Pantaloon Retail (India) Limited
under Future Group
Design: Idiom Design & Consulting
Design brief: ‘Central is designed as a playful public
space, where people congregate, in the heart of the
town. The logo is based on a simple game — rolling
ball maze game — that every human being knows.
The beads are people, heading for the centre of
town and playfully enjoying themselves.
Red is a simple public color. The typography is based
on Jigsaw font. It looks modern and timeless.
The font is Stencilized to make it look fresh and
public.’

4. 5 Dots represents 5 special services offered to customers by CENTRAL
• GIFT CENTRAL
• BEAUTY CENTRAL
• WI-FI CENTRAL
• RADIO CENTRAL
• FLOWER CENTRAL

5. Minimum Service level :-
• Greet the customer with a
NAMASTE
• Pass on the
INFORMATION
• THANK the customer

6. 10 MANTRAS( TEN MUST. Dos)
1. Staff stand at the front of brand area and welcome the customer.
2. If the customer doesn’t know where something is, do not point finger and
show instead escort the customer
3. If you see rubbish on the floor .pick it up whether in your section or not
4. Treat your customer as well as your colleague with respect
5. Get to know your customer build relationship
6. Always smile and greet the customer with Namaste
7. Always willing to help the customer
8. Service the customers need irrespective of which you belong to
9. If you don’t know something with of will help you do your job better for ask
help.
10. If you hav no customer in your brand, keep yourself occupied by ensuring that
the merchandise is displayed well section is clean actively pursue potential
customer.

7. Central : The Place to be
Central houses over 1000 brands across categories :
Apparels
Eyewear
Watches
Fragrances & Cosmetics
Footwear and Accessories for Women, Men & Children / Infants
apart from
Coffee Shops, Food Courts, Super Markets (Food Bazaar), Fine Dining Restaurants, Pubs and
Discotheques.
 addition, Central houses Central Square, a dedicated space for product launches, impromptu
In
events, displays, exciting shows, and exhibitions, Central flag point to flag off city based events &
more.
Central is present in 12 cities with 19 stores offering a retail space of over 30 Lakhs sq. ft.
Point to boost :Over 3 Crore Consumers visited Central last Fiscal Year

8. STORE FORMAT OF CENTRAL
 Opening and closing time: 11 AM to 10 PM.
 Major Gurgaon Central Mall attractions: Lots of Brands, Food court
 Location: Gurgaon-Mehrauli Road, next to IFFCO crossing.
 Parking facility: Peaceful three level basement parking.
 Number of stores: Different concept.
 Accessibility: High
 Contact number: 0124 – 2859000
• Address: Gurgaon CENTRAL - Pantaloon Retail India Ltd
Sector-25,MG Road , Near IFFCO Chowk,
Gurgaon: 122001
• STORE AREA: 1,25,000 SQUARE FOOT

9. • Central is located in the heart of city, Central invites customers to Shop, Eat, Celebrate.
• Launched in May 2004 at Bangalore,
• First ever concept of Stores without Doors in Gurgaon malls, spread in 1, 25,000 sq
feet area . It is also called the newly opened mall in Gurgaon (11th April 2008).
• Situated on the very competitive Mehrauli Gurgaon road, Central is establishing itself
as a mall with a difference.
• There are no separate stores for the 500-odd national and international brands to
choose from, across apparel, cosmetics, fragrances, footwear, eyewear, time wear,
handbags, accessories, jewelry and lots more, for the entire family.

10. • Customers can simply walk around the mall without having to step in
and step out of different outlets.
• In addition, Central houses Central Square, a dedicated space for
product launches, impromptu events, daring displays, exciting shows,
and art exhibitions.
• Red color in the decor - it represents fashion and glamour.

11. Pubs and bars
• widely accessed by youngsters and elder people. it is
one of the major attractions to the new and old
generations.
• This not only relaxes people who come here after
hard work, but also gives them opportunities to enjoy
their time in a group.
• People can celebrate their birthday parties,
promotions and other occasions to eradicate stress
and make some memorable time.
• Pubs and Bars offers food, drinks, high volume music,
DJs, dance floors and wide screen televisions.
Basically, TVs are installed for people who want to
watch cricket matches.

12. Food Court :-
• Central Shopping Mall also has fine Food Court where one
can enjoy various delicious cuisines.
• Many people visit this mall to sit at its Food Court and
enjoy the meals and fast foods which are simply the best.

13. ORGANIZATIONAL CHART:
– MALL MANAGER - Mr. NITIN MEHTA
– MARKETING MANAGER -Mr. PRIYANK SHARMA
– RETAIL OPERATION MANAGER - Mr. SUNIL KUMAR
– HR MANAGER - Mr. KUMAR GAURAV
– VM MANAGER - Mr. KULWANT
– ADMINISTRATER - Mr. P. Javed
– WAREHOUSE MANAGER - Mr. RAJ SINGH
– DEPARTMENT MANAGER - Mr. SUNIL VERMA
– DEPARTMENT MANAGER - Mr. RAJESH
– DEPARTMENT MANAGER - Mr. RAJAT JAIN
– DEPARTMENT MANAGER - Mr. ABHISHEK MOHAPATRA
– DEPARTMENT MANAGER - Mr. AMIT SHARMA
– HEAD CASHIER - Mr. RANJEET KUMAR
– CSD Manager - Md. Muztaq

14. Objective
• To critically analyze the marketing mix offered
by central mall , Gurgaon.
• To observe and identify strategically
important customer behavior .
Sub – Objective
• To examine different component of marketing mix .
• To study the effectiveness of different marketing strategy
applied by central mall
• To study the effect of change in marketing tactics on
customers behavior .

15. Research Design :-
Research problem :- To capture the customer`s response for Marketing Mix offered By Central
Research Methodology :- Primary & conclusive
Research tools used :-
I. Customer Questionnaire A & B to be filled by customers and administered by Ajeet kumar and Swati
singh
1. Sample Size - 300 (A) , 200 (B)
2. Sampling Technique – Judgmental
3. Place of Survey – Inside the mall
4. Timing of Survey - 1.00 PM to 8.00 PM (on 11th , 18th , 25th June and 2nd and 9th of July For B)
II. Check List to be filled and Administered by Ajeet Kumar and Swati Singh through observation
without disturbing / asking question to Customers .
1. Sample Size – 300(150 male and 150 female)
2. Sampling Technique – Judgmental + convenient
3. Place of observatory Survey – Inside the Mall
4. Timing of observatory Survey – 1.00 PM to 8.00 PM
III. Interview of Department Managers + 50 sales staffs
Statistical Tools Used :-Chi square Analysis+ Mean

16. We identified 3 different type of customers in mall based on their behavior
• Perfectionist (Mr. & Ms.)
• Aggressive (Mr. & Ms.)
• Free Roamer (Mr. & Ms.)

17. Product
PRODUCT • Brands
• Value
• Quality
• After sales
Service

18. CATEGORIES AT CENTRAL
MEN’S WEAR KIDS WEAR
• FORMAL • GIRLS ETHNIC WEAR
• CASUAL • GIRLS CASUALS
WOMEN’S WEAR • WOMEN’S ACCESSORIES
• ETHENIC • Jewelries
• FORMAL • WRIST WATCHES
• CASUAL • FOOTWEARS
• SPORTS WEAR
• SWIM WEAR
• FOOD BAZAR

19. MEN`S (Brands )
Formal Wear Casual Wear :-
• Van Hussein • Rig
• Louis Phillip • Sepia
• Park Avenue • Bare
• Wills Lifestyle
• Success • Levie`s
• Lombard • All
• Turtle • UMM
• Urbana
• John Player • Spykr
• Black Berry’s • Lawman
• Arrow • Integrity
• Raid & Taylor
• Bare • Arrow
• Park Avenue
• Jack and jones

20. Kids wear brands
• Chalak
• Rig Kids
• Ruff
• UCB
• Giny & Gony
• USPA
• Allen-solly
• Bare
• Catwalk
• Inc.5
• Clark
• Funskool
• Biba Girls
• Pink and Blue

21. Women wear
Ethnic Wear :- Casual Wear :- Formal wear :-
• Biba • Rig • Sckuller
• Trisha • Sepia • Van-heussain
• W • Bare • Provogue
• Rangmanch • Levie`s • Annable
• Global desi • All • Wills Lifestyle
• Mahhi • UMM • Allen-soley
• Sheq • Jealous 21
• Aakriti • Lee-cooper
• Aureal • Veromoda
• Only
• Ajile
• 109`F

22. Availability of Brands in different category Vs Customers Recall
100%
90%
80%
70%
60%
50% All 5 Brands
4 Interpretation :- In
40%
case of Men
30% 3
Formal category .
20% 2 All the 5 brands
1 recalled by 68%
10% respondents were
0% present in Central
Mall.

23. Product Assortment and Customer`s Behavior
Following Theories of product Assortment and its effect on Customer`s behavior was checked
Standard Theory Of Rational Choice
Independence of Irrelevant Alternative Axiom
Context Effect of Assortment on Decision
Making

24. Standard Theory Of Rational Choice
It assumes Value Maximization . Associate Subjective value with each option of choice set
under consideration .
Rational choice theory makes two assumptions about individuals' preferences for actions:
Completeness – all actions can be ranked in an order of preference (indifference between
two or more is possible).
Transitivity – if action a1 is preferred to a2, and action a2 is preferred to a3, then a1 is
preferred to a3.
Together these assumptions form the result that given a set of exhaustive and exclusive
actions to choose from, an individual can rank them in terms of his preferences, and that his
preferences are consistent.

25. Independence of Irrelevant Alternative Axiom
It claims that preference between option does not depends on absence or presence of another
option in Decision process .
One such requirement is as follows: If A is preferred to B out of the choice set {A,B}, then
introducing a third alternative X, thus expanding the choice set to {A,B,X}, must not
make B preferable to A. In other words, preferences for A or B should not be changed by
the inclusion of X, i.e., X is irrelevant to the choice between A and B.

26. Context Effect of Assortment on Decision Making
Alternatives within a given set of choice often depends on relative position and composition of
Choice set itself. So it can be assumed to be context dependent.
Further Context Effect can be classified broadly in following two types:-
1. ATTRACTION EFFECT
2. COMPROMISE EFFECT
 Attraction Effect :- Option that became superior by addition of asymmetrically dominated or relatively
inferior option (DECOY to a choice set ) should gain significant shares even the decoy are typically not
chosen and can therefore be reasonably considered irrelevant for decision makers .
 Compromise Effect :- Option are evaluated mainly with respect to two nearly equally important
attribute like perceived quality and price .
Addition of extreme option (high price /premium quality ) to core set of another extreme (low price /basic
quality) and medium option will increase the choice share of intermediate option .
= thus compromise option M is percieved more attractive in triple choice set {L,M,H} than in either of pair
core se t {L,M} or {M,H}

27. Indicators of different above discussed behavior toward assortment
Subjective Indicators :-
• Remarks made by customers
• Type of Question / queries Being asked to sales-persons
Other Indicators :-
• By Tracking Movement of Customers on floor in different
brand .
Indicators of customer`s response for Product being Offered at the central
• No. of Brands Checked by customers
• No. of merchandise taken to Trail room
• No .of repeat visit to particular brand
• No. of time trial room being visited by customers

28. Influence of Different assortment based customer`s behavior in three different
categories of customers
100% 6% 8% 10%
90% 10% 6% 20%
80% 16%
20%
70% 64% 60%
60% 60%
50%
50% Compromise Effect
40% 70% Attraction effect
64% 12% 20%
30% IIA
16% 18%
20% 16% 8% STAC
10% 14% 12% 12%
8%
0%

29. Avg. No. Of time trail room used
4
3.5
3
2.5
2
1.5 Avg. No. Of time trail room
used
1
0.5
0

30. No. of Cloths being taken to trail room
100.00% 8.57% 5%
7.50% 20% 14.29% 16.67%
14.28% 33.33%
80.00% 25% 20%
20%
43.33%
60.00% 8.57% 22.85% 20%
57.14%
40.00% 1
20%
62.50% 16.67% 2
51.43%
42.86%
20.00% 26.67% 3
20.00% 23.33%
4
0.00%

31. Conclusion :-
Context Effect is more robust and effective specially Compromise effect in younger
customer of Central
• It was being observed that Compromise effect was more influential in customers of Free
Roamer.
• While Attraction Effect is more dominant in decision making process of Aggressive Shoppers .
• IIA is least dominant decision making factor in youths .

32. After Sales services
Exchange (within 30 days from the date of purchase )
Process :-
• Customers need to take entry from back entry (meant for staff)
• Customer must carry the Bill .
• Security guard will issue a note regarding merchandise being carried inside the Mall .
• Customers need to go to CSD and register their concerns and handover the merchandise to
CSD executives .
• Then CSD executive will issue Credit Note of worth of merchandise being given to him by
customer for exchange .
• Then customer can make purchase and select the required product and need to go to any
of Payment counter and deposit credit Note being issued and the sum will get deducted
from price of fresh product taken and customer need to pay rest amount , if any.

33. 25
20
15
June
10 July
5
0
Avg No.Of Avg. No of
Exchange Complain

34. After Sales services
Alteration (within 10 days from the date of purchase )
Process :-
• Customers need to go to Alteration Desk on 2nd floor
• Customer must carry the Bill .
• Alteration master will issue a Yellow note regarding cloths being taken for alteration .
• Customers need to go to CSD and register their concerns and handover the bill and yellow
Note to CSD executives.
• Then CSD executive will issue white Note to customer along with the bill .
• Then customer may come next day and show white note to CSD executive and can get back
his/her cloth .

35. 100
90
80
70
60
50
June
40
July
30
20
10
0
Avg. No. of Yellow Note Avg. no. of Complain % Of timely Delivery
Issued made

36. Price
List Price
Allowance
Discount Price
Payment Period

37. Pricing Strategy @ CENRAL Mall , Gurgaon
Pricing is a great motivator and one of the most important factor of consumer`s decision
making process
Optional drips Pricing :- This is often a partitioned presentation of prices in the context of
product bundling, price bundling, or both. It involves presenting prices separately for each
component of a multicomponent product bundle (e.g., refrigerator, ice-maker, and
warranty) or as a consolidated total price for the bundle.
Ex :-1. Dell laptops were available with extended 3 year warranty on payment of Rs 3000..
2. Anti-virus was available on payment of Rs 450 /- with sony VIO. etc.
• buyer anchors on the piece of information he or she considers most
important (e.g., base price) and then adjusts insufficiently for one or more items (e.g., the
surcharge), thus underestimating the total price.
• In addition, attending to more than one price requires more cognitive effort. As a
result, consumers may ignore the surcharge completely, by either not noticing it or
noticing it but not incorporating it into the base price.
• drip pricing may also reduce the extent to which people search around once they have
started the purchasing process for a particular product.

38. Reference pricing
It is a price that is communicated to the consumer as being the ‘normal’, most commonly
charged, or un-discounted price. These can be of Different type but in CENTRAL Mall
,Gurgaon advertised reference prices (ARPs) is being used which provide an external
reference against which an offered price can be judged. .
Example :- 1. JACK & JONES Denim is at Rs 4,500 now at 3,500/-only
2.Samsung Glaxy S @ Rs 8500/-now at 7,400/-
It was well observed that during normal decision making (including estimating value), an
initial value (an anchor) serves as a mental benchmark or starting point for estimating ‘real’
value. A reference price may therefore serve as an anchor that consumers make
adjustments to in order to reach their final price estimate.

39. The use of the word ‘Free’ or ‘Off’

40. It was observed that due to the certainty effect. Any purchase carries a
risk of buyer’s regret (e.g. ‘the chocolate did not taste as good as I’d
thought’), whereas free things escape such regret as nothing was spent
on it, causing people to overvalue anything that is free.
While in case of few people choose the benefit which avoids trade-offs
(including calculating discounts that require cognitive effort). Because
free is an absolute price, we know exactly what it means. There is no
relative thinking, and no calculation required, and most of all, no fear
of loss.
Caveats: Discounts, including free gifts, may actually undermine the
product’s perceived quality and lower purchase intentions.

41. Bait pricing
This covers a range of practices, but essentially involves consumers being enticed with a
discount, but subsequently ending up purchasing a more expensive product because there
are very few, or indeed no, items available at the discounted price.

42. The ‘commitment and consistency’ principle can be accounted for such customer`s
behavior .
Thus, bait sales may result in consumer detriment where consumers have been enticed
with discounts and are then reluctant to continue searching elsewhere even where the
offer is no longer available
Caveats: Not all commitments are equally effective in producing consistent future action.
Commitments are most effective when they are active, public, require effort, and are
internally
motivated (unforced

43. Customer`s Expected Price Band
Central`s Price Range
Price Range Band (Men )
Denim Trouser
Rs 1000 Rs 1200 Rs 5000 Rs 6000
Denim Shirt
Rs 750/- Rs 900 Rs Rs
2500/- 3000/-
Formal Shirts
Rs 1000 Rs 1200 Rs 2500 Rs 3000
Formal Trouser
Rs 1200 Rs 1600 Rs 3000 Rs 4000

44. Customer`s Expected Price Band
Central`s Price Range
Price Range Band (Men )
T-shirt
Rs 200 Rs 300 Rs 2500 Rs 3000
Shorts
Rs 750/- Rs 900 Rs Rs
2500/- 3000/-

45. Customer`s Expected Price Band
Central`s Price Range
Price Range Band (Women )
Denim Trouser
Rs 1000 Rs 1200 Rs 5000 Rs 6000
Denim Shirt
Rs 750/- Rs 900 Rs Rs
2500/- 3000/-
Formal Shirts
Rs 1000 Rs 1200 Rs 2500 Rs 3000
Formal Trouser
Rs 1200 Rs 1600 Rs 3000 Rs 4000

46. Customer`s Expected Price Band
Central`s Price Range
Price Range Band (Women)
T-shirt
Rs 200 Rs 300 Rs 2500 Rs 3000
Capries
Rs 750/- Rs 900 Rs Rs
2500/- 3000/-
Kurti
Rs 500 Rs 800 Rs 2500 Rs 3000
Shorts
Rs 1000/- Rs 1200 Rs Rs
2500/- 3000/-

47. Promotion

49. About CLP(Central Loyalty Program)
“Part of India’s largest multi-partner loyalty
program, ensuring you earn points faster than any
other program currently running in India”

50. Benefits
•The Points you earn can be redeemed at CENTRAL or any of the partners outlets.
•Promotions that will offer you bonus points ,special offers and online point redemption
•On shopping of Rs 100 @ Central ,Central loyalty card holder will get 4 points .
•One point is worth of 0.25 paisa.
•Exclusive Friday Offer
Earn Offer – Flash your Card, Shop and earn double the points only on Friday. (2x offer)
Burn offer – Redeem your points and get 20 % of the points redeemed back.

51. • Payback customer loyality card
• Gifts voucher
• To organize events
•
• Payback customer loyality card:- it is a card as its name suggest what
, pay back- central pay 1 Rs. Back to their customer while they shop for
worth 100 Rs. Only from the central as well from their partners.
•
• After spending 100 Rs. Customers get 4 points and each points is
equal to 25 paise.
•
• That points is vary at the different stores or partners .
• Central gives extra points at a particular day ( Friday) .

52. • Central did tie up with several partners
and it is of three type :-
• National partners
• Online partners
• Regional partners

53. National parteners:
5°Points per Rs. 3°Points per Rs.100 Upto 3 °Points 6°Points per Rs. 100
200
4°Points per Rs. 100 3°Points per Rs. 100
Upto 2 °Points
4°Points per Rs.100
3°Points per Rs. 200 3°Points per Rs. 1 °Point per Rs. 200
100
3°Points per Rs. 200 Upto °10 Points 1°Point per Rs. 100

54. Online partners
4 °Points per Rs.100 8 °Points per Rs.100 4 °Points per Rs.100
4 °Points per Rs.100
30 °Points per Trxn 4 °Points per Rs.100 4 °Points per Rs.100 8 °Points per Rs. 100
4 °Points per Rs.100 4 °Points per Rs.100 4 °Points per Rs.100 4 °Points per Rs.100
50 °Points per Rs. 100 8 °Points per Rs.100 30 °Points per Trxn 30 °Points per Trxn

55. 4 °Points per Rs.100 4 °Points per Rs.100 4 °Points per Rs.100 4 °Points per Rs.100
4 °Points per Rs.100 4 °Points per Rs. 100 30 °Points per Trxn 4 °Points per Rs.100
4 °Points per Rs.100 30 °Points per Trxn 4 °Points per Rs.100 4 °Points per Rs.100
4 °Points per Rs.100 8 °Points per Rs. 100 4 °Points per Rs.100 4 °Points per Rs.100
4 °Points per Rs.100 4 °Points per Rs.100 4 °Points per Rs.100
4 °Points per Rs.100

56. 4 °Points per Rs.100 4 °Points per Rs.100
4 °Points per Rs.100 4 °Points per Rs.100
30 °Points per Trxn 30 °Points per Trxn 8 °Points per Rs. 100 30 °Points per Trxn
30 °Points per Rs. 100 4 °Points per Rs.100 4 °Points per Rs.100 4 °Points per Rs.100
4 °Points per Rs.100 50°points 1 Yr , 4 °Points per Rs.100 4 °Points per Rs.100
4 °Points per Rs.100 4 °Points per Rs.100 4 °Points per Rs. 100 4 °Points per Rs.100

57. Regional partners
12 °Points per Rs.100 2 °Points per Rs. 100

58. 3500
3000
2500
No.of card issued
2000
No. of cards being used
1500
No. of Corporate loyality
1000 card used
500
0
May June July

59. Gift vouchers
• This voucher can be used at all Central Malls across India.
• The Gift Voucher can be redeemed only once.
• The Gift Voucher cannot be combined with any other scheme or offer at the
store.Central gift vouchers are not valid in Food Bazaar cut-ins at Central
stores,Not applicable for electronics, mobile, gold & shop-in-shop purchase
• The Gift Voucher must be presented at the Payment Counter while settling
the Bill.
• The Gift Voucher must be redeemed at a time, in full and cannot, at any
time, be exchanged for cash or currency.
• This voucher cannot be exchanged for cash or cheque.
• Vouchers once expired shall not be renewed.

60. • Central Malls will not compensate for Gift Voucher that are lost or
stolen, and no credit will be given for the same.
• Expired Gift Vouchers can not be re-validated.
• If the bill amount exceeds the amount of Gift certificate, the
customer is supposed to pay in cash the balance amount.
• If the bill amount is less than the amount in the gift certificate, the
balance amount will not be returned back.
• No cash will be returned against the Gift voucher.
• This Gift Voucher cannot be redeemed in part value. Only one Gift
Voucher can be availed in a single cash memo/invoice.

61. Redeemable location:
• These vouchers can be redeemed at any of the selected location that is
given below:
• Ahmedabad
• Bangalore
• Baroda
• Gurgaon
• Hyderabad
• Indore
• Mumbai
• Navi Mumbai
• Pune
•

62. 4500
4000
3500
3000
2500 Total No. Of GV Issued
No. of GV used
2000
1500
1000
500
0
May June July

63. Issues with GVs from customers
• Two date of validity created problem
• GV was valid for only 15 days (Time Duration was a problem)
• Information regarding Terms and condition of GV was not very clear to
every sales person and person at payment counter .
• GV was valid for few of brands of selected category . Many customers
registered complain for this regard .
• GV was available on purchase of 3000 and more and many customer
ended purchasing of worth 2950+ but not More than 3000 have
concern for this regard and many of them requested to consider them
for providing GVs.
•

64. PROMOTIONAL EVENT BEING ORGANISED :-
• PROMOTIONAL EVENT BEING ORGANISED :-
• Youth Festival :-
• Different colleges , institutes were being visited by central
representatives and students were informed about festival and invited
to shop from Central .
• Few of college being consulted – Shri ram college , St. Stefens , DSE
, DCE , Amity , Apeeyjay college , IIT , Akash , Times ,JNU , Jamiya Millia
etc.
• Events being organized were :-
• a)Interaction with Hip Hop King on 15th june 2012
• b)Competition of “Face of Month” in collaboration with NOMARKS
, FM Radio Mirchi (Award being given on 27th june 2012 )
• 4)Fashion Shows on 22 June , 2012

65. Mr. A . Prakash Announcing the winner of
“Face of the month june on 18th july”
• Activity Grab attention of young ladies and
girls as central got overwhelming reponses
in 1st 2 months itself .
• Proving that Central continues to be brand
of Young Generation.

66. 600
500
400
Total Entries through
Email
300 Total entries through
Facebook
Total Entries through
200
Post
100
0
June July

67.  Hip Hop King interacting with kids
from different dance classes .
Event was organised in association
with RED BULL

68. No. of People came
140
120
100
80
No. of People came
60
40
20
0
Day 1 Day2 Day3

69. Avg. Time Spent(in hours)
3.1
3
2.9
2.8
2.7
2.6 Avg. Time Spent(in hours)
2.5
2.4
2.3
2.2
Day 1 Day 2 Day3

70. Place

71. Fire Lift Jack Proline
John Bare
Exit Celio & Inexcess Status Quo Ajile
Miller
Jones Lee cooper
Customer
Service Desk /
Wi-Fi central / Tr
ail
Gift Central Ro
o
Payment m
Wrangler
Lawman counter
Integrity
Urban Yoga
Flying Machine
Ajile
LEVI`S
Payment
counter
Manchester
SPYKAR
Puma
BOSSINI
Escalator to 4th floor United
Tr
PLANET
USPA
ail
Denize
SPORT
Ro Speedo Fire
o n
m
Exit
Spadl
ing Nike
Lee
FILA
Law Pepe
Cooper Vio Lee
Converse 71
Man London
LOTTO Adidas
Reebok

72. Indian Arrow
VIP Li USPA
WILD Wills Arrow New
Carlton Provo Arrow
CRAFT Terrain
ge
BARE PARX Lifestyle Sport York URBANA
ft
American Tourism
Trail Room
M
F-
Factor
Louis
TURTLE
Payment Phillip
V.
Samsnite counter Louis
Phillip
Formal
Belmonte
Akkriti
Wild
Craft M VAN
HUSSIAN
Allen
LOUIS
solly
PHILLIP Manyavar
PARK
Paymen
counter
All + AVENUE
size
t
INDIGO
M
NATIO
N
LOMBARD
M
JOHN 72
SUCCESS Converse
Daniel Raid & Player
SCULLERS ARROW Black Berry John
COLOR PLUS MILLER Heachter taylor

73. UC ALLEN CAT HUSH
RIG
KIDS
RUFFS G USPA SOLLY BARE WAL
INC. ROCIA
CLARK PUPPI
CASH
COUNTER
B INI
5 E FRANCE
&
JO
K LEORE
NY
RED TAPE
TRIAL ROOM
M
F-
Factor
LOUIS
LITTLE TITLE
Payment PHILIP
V.
counter
CHALAK
BUCKRO
BO O
AR
Belmonte
Akkriti
BONNIE ED WALK IN
JEANS M
LILIPUT
GA
Allen
CATMO
solly
SS Manyavar
ME
S PUM
Paymen
counter
BIBA
GIRLS A
t
M
ROOM
TRIAL
FUN
SKO
M OL
73
PIPPERMI TOYS
E-
LIFT & PANASONI MATTL
CHICCO PINK & BLUE
NT BACK
E- CARE
SECTION CARE C
SAMSUNG

74. People

75. Observation :-
• Two type of salesperson (based on joining in central ):-
I. Less than 3 month
II. More than 1 year
• Most of them are 12th pass .
• Observations about category 1 salesperson
i. Shy(lack effective communication skill)
ii. Little product knowledge (merchandise , fit , fabric ,style ,trend )
iii. Body language (not impressive )
iv. Smartly Dressed
v. Low confidence level
• Observation about Category II salesperson
I. Have good knowledge about product placement , price range , availability of demanded
product in other brands, demanded style , current trends ,and key concern area (i.e
unavailability of color , size , fit , fabric )
II. Negative attitude for communication was observed (reluctance to talk).
III. “I know every thing “ attitude is also being seen in few of them .
IV. Most of them have shared a common problem of unavailability of right product .

76. More Retail Sales Tips
 In the world of retail sales, actions count, not words. Results count, not promises.
 Make sure you as a salesperson and your product and/or service promise a lot and deliver even more. Make
big commitments, fulfill them all, and then give a little extra.
 Don’t compete, create! Find out what everyone else is doing, and then don't do it. Be unique. Approach your
retail sales in a way that sets you apart from other stores in a way that makes a positive and long lasting
impression.
 Remember a picture is worth a thousand words! Create positive pictures with the words you use.
 Use the following magic words: free, new, you, discover, save, guaranteed, introducing, results, benefits,
easy, proven, love, alternative, now, win, gain, happy, trustworthy, beautiful, comfortable, proud, healthy, safe,
right, security, fun, value, advice, wanted, people and why.
 Avoid the following words: buy, purchase, obligation, failure, bad, sell, loss, liability, difficult, wrong, decision,
deal, hard, death, order, fail, cost, worry and contract.

77. It is your obligation to close, and provide your customer with an opportunity to make a decision.
 You will know where you are with your customer's "will-invest-line" by closing throughout the presentation
and gauging the responses. As customer gets closer to the "will-invest-line", you will receive more positive
responses.
 Think of a balance scale as representing the way your customer's mind operates - weighing need, use and
value against the required investment.
 Remember to close early (not before the need is established and benefits of a product/service are known)
and often, so you won't buy your product back.
 Effective closing questions should be natural, sincere, yet assumptive (assume the sale). Include physical
action. Offer a choice between alternatives. Be sure your question requires a response. After asking a closing
question, be quiet. Usually, the one who breaks the silence gives in.
 Objections do not mean "no". They mean your customer is interested in seeing more benefit, use, and
value.
 For objections that do not deserve a response, just cushion, bypass the objection and continue your
presentation.
 The READY formula suggests five ways to respond to an objection: reverse it, explain it, admit it, deny it,
or ask "why?”

78.  Develop a sense of belief / conviction about your service or product. Conviction
alone is sometimes enough to handle even a major objection.
 Always maintain a positive attitude by visualizing the gainful end result of your
work for your customer, company and yourself. Even in the face of resistance,
remember that your effort will be appreciated once your customer realizes you are
there to help.
 Develop a follow-up schedule for customers who bought from you. Remind them
that you are there to help them with their future purchases. Remember it is five times
easier to maintain an existing customer than to acquire a new one.
 You don’t have to work as hard to achieve your numbers if you leave such an
impression with your customers that they always ask for you when they come back.
 Selling is a combination of science and art. Certain things must happen before a sale is made. Every
customer/prospect must answer six questions: Do I want the product? Do I want this particular one? Do I
want it now? Do I want to pay the price? Do I want to get it from you? Do I want to get it from your company?
 Sell benefits not products. Show your passion when you describe a feature of your product, explain its
function, explain the benefit of that function, prove the benefit by providing evidence, and ask a nail-down
question to get your prospect's verbal acceptance of the benefit's value.
 Benefits help you tune-in to your customer's mental radio station, WIIFM, "what's in it for me?".

79. Key Concern Area for training :-
• Product Knowledge
• Expected Customer behaviour in particular
category
• Brand awareness
• Interaction (communication )
• Personality development
• Trends and Forecast
• Reporting System

81. Selling Process
Approach Follow-Up
Need Gaining
Identification Commitment
Presentation Handling
Objections

82. Delighting Customers
• Acknowledge the arrival of a
Customer with a pleasant smile
• Be available for help at eyesight.
• Understand your customer’s
needs
• Suggest alternatives as required
• Be honest and sensitive about
your comments
• Cross sell to improve sales and
value to customer experience
• Make sure that the customer has
a shopping basket

84. Always smile while talking to a Customer.
Always maintain an interested and helpful expression
on your face.
Effective
Customer
Interaction
Maintain eye contact. Even if you are busy with other
customer, look towards the customer and
acknowledge his/her presence.

85. Effective Customer Interaction
Maintain a distance of at least 2 feet.
Speak softly and clearly, without an artificial accent.
Avoid unnecessary movements of hands and facial
gestures.

86. Effective Customer Interaction
Stand erect at ease, but not in a casual manner.
• Weight balanced on both feet.
• Shoulders straight.
• Chest out.
• Stomach in.

87. Keep your hands on the sides or behind your back.
Do not keep your hands in the pockets or on the
hips.
Do not cross your arms across the chest.
Do not lean against a counter/gondola.
Effective
Customer
Interaction

88. Top 7 Rules For Handling Customer
Grievances
To respond to a customer who has several legitimate complaints company must
keep these seven rules firmly in mind.
• Rule One:
Listen with understanding & sympathy. This diffuses anger and demonstrates your
concern. Tell the customer something such as "I am sorry you have been
inconvenienced. Tell me what happened so that I can help you”. It is vital to show a
sincere interest and willingness to help. The customer's first impression of you is all
important in gaining co-operation.
• Rule Two:
No matter what or who caused the problem, never, ever blame or make excuses.
Instead, take full responsibility and the initiative to do whatever you can to solve the
problem as quickly as possible.

89. Top 7 Rules For Handling Customer
Grievances
• Rule Three:
Paraphrase and record what the customer tells you. Whenever
you hear an important point say "let me make sure I
understand; you were promised delivery on the 10th and you
did not receive the product until the 1st of the following
month. Is that correct?”
• Rule Four:
Find out what the customer wants. Do they want a
refund, credit, discount or replacement? The customer is
complaining because he/she has a problem and wants it solved
as quickly as possible. Find out what their problem is so you
can work towards it and not towards a solution they do not
want.
• Rule Five:
Propose a solution and gain the customer’s support. When the
customer tells you what he or she wants the solution is usually
obvious. State your solution in a positive manner. "I will be
happy to give you a full credit for it or other merchandise. Is
that acceptable for you?” If it is acceptable, act promptly.

90. Top 7 Rules For Handling Customer
• Rule Six:
Grievances
If the customer does not like your solution, ask what they
would consider a fair alternative. Never let a customer
lose face. If you cannot meet their request, say so, but
never say they are wrong, and never get into an argument
with a customer. It is vital to be considerate of the
customer’s feelings and to be courteous. Sometimes the
customer knows full well that there is nothing you can do.
All the customer really wants is someone to hear and
respect his or her point of view, and you can always give
them that.
• Rule Seven:
Follow up within a few days to ensure that the customer is
completely satisfied. This last tip should ensure that the
relationship is strengthened and you may well gain
additional business.Do remember that, a customer’s
loyalty is only as strong as the success of their last contact
with you.
Always remember that it takes 5-10 times to get a new customer than keeping
the existing one.

91. Process

92. Central service:
On the value-added front, Central has taken customer service to the next level by
offering its customers a whole new range of services such as:
 Gift Central
 Beauty Central
 Radio Central
 Wi-fi Central
 Flower Central.
All that would add to the complete shopping experience

93. Gift central
• Gift central is the value added service
which helps to :
• Save time.
• Reason of smile.
• Money saving shopping

94. Problems with gift central
• Some time there is a huge cue.
• Absence of employee.
• Some time they don’t like the way they
wrap it.

95. 80
70
60
Avg. No. of customer used service
50
Avg. No. of Complains
40
Avg No. Suggestion
30
Avg. Time Taken to offer service per
customer(IN MINUTE)
20
10
0
Other Days Weekends

96. Beauty central
Beauty central is another value added service for customers.
It is not only gives a chance to look better or enhance their
beauty in a few minutes but it also help to save time & money of
the customer .
Most of the customers enjoy & appreciate this service during
shopping.
This service is like “killing two birds with one stone “
First is that store is fullfil their desire and needs with affordable
price.
Second they can also enjoy of being very beautiful lady after use
this free of cost service.

97. Problems
• Sales person are less aware about the beauty
products that has been offered them to use for
the beautification.
• central don’t provide a special or huge space
for beatification.
• Privacy was expected by many customers .

98. 25
20
Avg No. of Customer
used this service
15
No. of Suggestion
10
No. of complain
5
0
others day Weekends

99. Wifi central
Problems
• It gives the facility access to fast Limited to some extend only.
speed internet connectivity to It was available only at the
the customer : 3rd floor.
• Net surfing Lack of charging plug.
• Free Downloading (movie , song Limited chairs.
etc)
IT person was not easily
• It was available near CSD ON 3RD available to help customers
FLOOR in case of technical issues.

100. 30
25
20 No. of customer avail
this facility
15
Avg no. of time slow
10
connection being
reported
5 Technical Issues being
Raised
0
Other days Weekend

101. Flower central
• Earlier it was functional but due to
unavailability of vendor it had been closed.
• But Central Gurgaon is working out over
possibilities to resume the service due to
customer demand.

102. Radio central:
This service has been added for the customers entertainment only.
It is Under Control of CSD (Customer Service Desk )
It starts from 11.30 AM and stops at 9.30 PM and CSD manager is responsible for smooth
operation of this facility .
It includes following :-
Announcement of Offers
. Music played in Mall
I. Broadcast of Future TV through LCD TVs installed on each floor of Mall
Information Given through Broadcast of Future TV are :-
. Latest offers in Central
. Information about Gift Voucher
. Horoscope of the day
. Weather Forecast
. Latest Fashion Tips
. Unknown facts about some celebrities
. Review of Movies and about upcoming movies

103. Physical Environment

104. Rate the Ambience and music played in Central on a scale of 1 to 5 (1 being worst and 5 being
best )
100% 5% 5%
8%
90% 15%
12%
80% 10%
70% 1
60% 40% 2
45% 3
50%
4
40%
5
30%
20% 35%
25%
10%
0%
Ambience Music

105. Ambience of central mall gives a feeling of Blend of Indian Culture and Luxury with use of RED
AND WHITE colors along with use of Flowery print .
100% 5% 8%
10% 10% 5% 10%
5% 3% 10%
5% 10% 15%
80% 25%
30% 35%
60% 45% 30%
More than 20 minute
35% 15-20 minute
40% 22% 10-15 minute
20%
20% 45% 7-10 minute
20% 25% 5-7 minute
24% 24%
15% Less than 5 minute
2% 5% 1% 1%
0%

106. When respondent were asked to identify / experience the change in Central Some of
interesting response were :-
Yaah ,…There is the use new fragrance .
Escalators are clean .
More no. of sales person are employed .
Play Zone is being shifted from 4th floor to 1st floor
Offers have Changed .
Kiosk of Pay Back Is being Installed .
Its difficult to say …
I can not identify ….
Sorry ….
And many more such interesting answers ………….

107. Question was being asked in context of Music being played that was stopped for 15
minutes on 11th , 18th , 25th June and 2nd and 9th of July .
% of respondent
40%
35%
30%
25%
20%
15% % of respondent
10%
5%
0%
Not Identified Identified in Identified in Identified in
1st attempt 2nd Attempt 3rd attempt

108. Response of Open ended question “Have you listen song being played ?” is
being recorded and articulated and result is as follow
response
10% 15%
Not Exactly
listen but not actively
yes
40% Don`t care
35%

109. % of respondent
8%
17.50%
47.50% All the 3 Correct
only 2 songs Correct
27.50% Only 1 song correctly
Wrong Response

110. Conclusion :-
Physical Environment of Central Mall , Gurgaon was being appreciated by most of the
customers .
Fixture are being used in combination of Red and White colors , which gives glamorous and
Luxury Feel to Customers .
Though music is important part of physical environment as it helps in changing the mood
of customer but it hardly play very vital role in consumer`s decision making process .
As it being clear from finding of the research that only 40 % respondent told that they have
listen the song and out of which only 52% were able to point out at least I song correctly .
Even more 35% respondent were not able to identify the change when music was being
stopped playing and 33% identified it in there last attempt (In 3rd attempt )
In another research being conducted in central it comes out as interesting result that more
than 65% customers spend at least 5 minute on each floor .

111. Key Learning
1. Planning and execution of Marketing Activity .
2. To deal with Customer`s Grievances
3. Maintenance of customer`s data Base.
4. Usages of proper Signage .
5. Different Process of Marketing Research
6. Customer`s Behavior .
7. Importance and process of Sales Man Training and
evaluation

112. Key Findings
• All the 5 brands recalled by 65% respondents in all Apparel category are present in
Central Mall.
• It was being observed that Compromise effect was more influential in customers of
Free Roamer.
• While Attraction Effect is more dominant in decision making process of Aggressive
Shoppers .
• IIA is least dominant decision making factor in youths .

113. Strategically Important Conclusion Drawn
• Mr. Aggressive and Free Roamers are most influenced by Context effect . This can be used to
design offers /in such a way that can increase conversion from Std. 30% to above .
• Central Being Pioneer In seamless shopping mall must avoid Bait Pricing Strategy .
• There is a gap being identified in Price range Band Model which must be bridged with
appropriate product offering , to decrease opportunity lost .
• Central Radio which controls music being played need to register itself in mind of consumer
and how does it effects customer`s purchasing decision is needed to examined .
• Uniformity in appearance of Salesman is missing so a proper training program must be
implemented on regular time interval .

114. • Flower central must be started as soon as possible so as to complete the
Concept of CENTRAL.
• Building strategy of pricing was most favored by perfectionist while free roamer
influenced by psychological pricing.
• Placement of brands on the floor have its own effect on customer’s behavior.
In contrast of most expected result that brands in front of escalator will end
up with more sale while actual result was different of it . Law of momentum
plays critical role though such stores grab attention but registered lower
sales than those brand away from escalator.
• Physical environment of mall results in maintaining & entertaining mood of
potential customers. But in studies it was found that aggressive purchaser
were least bothered with kind of music being played. While perfectionist
recalled 3 out of 5 times the last song being played.

115. Limitation
• Study was being conducted in real time situation so , change in marketing mix was not
preferable .
• Study was being conducted and data was being collected by two people limiting the
sample size .
• Analysis are being done by using statistical too l such as chi-square .
• Laboratory condition could not be created .
• There was less control over variance in response .

116. THANK YOU