Mini Bells is launching a luxury experiential retail store chain in India catering to upper middle and upper class customers. They have developed a 6 month project plan to launch their first store in Kochi by March 2021. The plan involves modules on customer research, branding, digital assets, store design, marketing strategies, and launching a basic website by December. The goal is to successfully execute all modules on time to open the flagship store.

1. August 2020 | Implementation Period: 6 Months
Project Plan
& Pre-launch Activity Road Map
Mini Bells
Calicut, Kerala, South India. Mob: +91 949 780 90 58, +91 989 591 48 08, Email: axisthird@gmail.com

2. Mini Bells
This report provides a detailed review of the concept, thoughts and design
of Project Mini Bells, which is a brain child of Mr. Anish George Easow and
Mr. Lovish Karaparambil. The report tries to define the concepts and set the
launch pad ready. We suggest the implementation modules towards the end
of this report. It is highly recommended that all the modules charted are to be
executed on time as the functioning of following modules depended on the
results of the previous ones.
Prelude:

3. Mini Bells
Mini Bells is a Luxury Experiential Store Chain that caters to the likes of the
ever growing upper middle-class and upper class segments of India. Mini Bells
plans to operate in both brick & mortar and digital formats. The Store envisages
offering great engagement through custom memorable experiences that engage
customers and create emotional attachment to the product and service.
Mini Bells helps immerse consumers in their favourite brands, experience great
retail culture, and always showcases products that keeps a customer unique.
Mini Bells aims to serve its esteemed customers through physical stores located
prime locations across the country, online store and dedicated local delivery
& nationwide logistics network, along with a variety of supporting channels and
services curated professionally with authentic products and services selected
carefully from various global destinations.
Mini Bells plans to grow to a truly international brand with indigenous flavour that
fits to the respective regions of it physical store.
What is

4. Mini Bells
The Store:
Luxury Experiential Store
Mumbai | Delhi | Bangalore | Kochi
Shop at: www.minibells.com
Like us:
Download
Mini Bells App:

5. The single line proposition / positioning statement:
Mini Bells
Take home surprises
Rationale:
Life is all about sparkling bubbles of joy at Mini Bells. We are dedicated to deliver the unexpected moments of
pleasant surprises to each one of our customers. Each single product or service at Mini Bells is procured to provide sensory,
emotional, cognitive and rational values to the customers. We aim to create synergies among meaning, perception,
consumption and brand loyalty. We employ a research based, engagement oriented and multi-channel marketing
and after-sale strategy to serve our customers. This proposition invites everyone to partake in an uber-indulgent
retail therapy with Mini Bells.
“Take Home surprises”
Proposition:

6. Experiential retail or experiential commerce is a modern type of
retail marketing whereby customers coming into a physical retail space
are offered experiences beyond the traditional ones. Physical and
interactive experiences are used to reinforce the offer of a product
and make customers feel as if they are part of them.
Experiences are positively related to customer's attitudes, mood and
behaviours. They also represent a means through which a company
can gain competitive advantage by differentiating itself from
competitors. To achieve success, an experience should be engaging,
compelling and able to touch the customer's senses and capture
his/her loyalty.
Marketing experts say, future of retail is experiential.
Experiential Retail is the future
Experiential Marketing Explained.

7. An effective experiential branding strategy consists of designing the
brand experience effectively; coordinating the brand's people, products and
processes against the brand proposition; communicating the brand
proposition internally and externally; and monitoring performance
in order to ensure that the brand is meeting its objectives.
Experiential Branding Strategy
Experiences sell.
Experiential retail is immersive and shareable.
Experiential retail’s communication priority is not sales;
it’s creating engagements.
Experiential retail stimulates your customers’ senses
and generates high brand recall.
Experiential retail leverages in-store setups,
offers, events and services.
Basic tenets

8. “74% of consumers say that engaging with branded event marketing experiences makes them more likely to buy the products being promoted”.
The Event Marketing Institute and Mosaic.
What does experiential retail do
differently than traditional retail?
Creates an immersive and shareable experience.
Prioritizes customer engagement-not sales (sale is a natural outcome).
Stimulates customers’ senses with pleasant experiences.
Defies customer expectations and wishes.
Leverages in-store events and services.
Addresses consumer needs in premium manner.
Experiential Marketing-

9. The new keyword:
‘Retailtainment’, or immersive retail experiences are the experiences retailers provide
their customers with fun and unique engagements that elevate shopping to new heights.
With Retailtainment, the retail industry is shifting attention from a features-and-benefits
approach to an immersive shopping and customer experience. To be successful,
retailers must offer consumers a desirable retail experience that in turn drives sales.
Retailtainment is a marketing concept introduced by American sociologist George Ritzer
in 1999. He defined it as“the use of sound, ambience, emotion and activity to get customers
interested in the merchandise and in the mood to buy.”
“Brands that focus on engagement and personalization see their revenue increase
by 6% to 10%—almost three times faster than brands that don’t”.
Boston Consulting Group
“Retailtainment”

10. ‘Technology has changed the way people shop forever. When they can buy whatever
they want, wherever they are, with the click of a button.
The idea of the retail store’s purpose has also changed. While it once existed strictly
as a place to transact changes, retail stores have started leveraging experiences to
customers rather than products.
As retail looks to reposition how brick-and-mortar stores fit into the customer journey,
experience has become a key marker. Shops are looking to give customers things that
can’t be easily replicated online, and creating tactile, engaging experiences has
become top of the list.
Nowadays, experiential marketing is getting more technologically advanced and
personalised. Effective involvement has been identified as a key factor which affects
online purchase intention. At the same time, the online experience must emphasize
an emotional appeal to the consumer in order to build purchase intention.
Retail and Technology

11. According to management consultancy, A.T. Kearney:
The four basic steps are:
Develop a compelling customer value proposition. In developing this,
it is important to understand how an online experience can satisfy customer needs.
Create the digital customer experience framework to address all areas of interaction
between customers and the business.
Use proven tools, the "7Cs", to support the framework. ( content, customisation,
customer care, communication, community, connectivity and convenience).
Enhance the customer experience through consistent links between offline and
online worlds, use third party engagements or loyalty programs for this.
How to integrate offline and
online businesses.

12. The luxury market comprises of Products (things that you wear or carry & personal
or wearable luxury), Services (Services that you experience and enjoy such as travel
and hospitality) and Assets (That you own such as houses, cars, planes etc).
The most visible part of this market (and what is implied when referred to without any
qualification) is the luxury products market which is around 30% of the total market.
Historically in India the products market has been around 1/3rd of the total luxury market.
Source: Brand Equity from The Economic Times
The Luxury Industry

13. The luxury products market in India which is around $6.25 billion,
was relatively insulated from the global events and grew at a
robust CAGR (Compound Annual Growth Rate) of 18% over 2012-17
and is expected to grow at 10-15% until 2022. Whereas the luxury market
is around $1.3 trillion globally and is currently growing at
around 5% only.
Perfumes (international luxury brands like Chanel, Hermes,
Dior, etc) and Indian Apparel (from designers like Sabyasachi,
Rohit Bal, Manish Malhotra) are the largest growing
segments within luxury products.
Source: Brand Equity from The Economic Times
Luxury Retail
Industry in India

14. Indian luxury consumers buy to flaunt. They want to show that they have arrived, using luxury products to
communicate status and prestige. Hence“flashing logo”brands do well and brand performance is
highly correlated to its popularity.
They shop for logos.
Let’s grow in to a respectable brand because.

15. Mini Bells
Luxury Always Wins
Positioning
as Luxury Experiential Store
Luxury has always been a pretty profitable segment, and is why 6 out of the top 9
most successful retailers (based primarily on the ratio of sq. ft. of retail space to dollar
value of sales from that space) are in the luxury segment.
Luxury has the clear advantage of clientele that have disposable money to spend.
They also have the advantage of (usually) shorter supply chains, which help to cut
out middlemen and increase profit margins. In addition, Luxury stores are
placed in areas that do not feel the effects of market downturns as much.
Beyond this, the luxury segment has another advantage of carrying less inventory.
It’s not that they don’t stock everything the customer needs, but they typically
have a smaller inventory stock which is much higher in value. This leads to less inventory
carrying costs, less shrinkage, less loss, lower warehousing and transport costs and more.

16. TG (Target Group) Analysis
The emergence of the “Indian middle class”.
“Luxury companies are betting big on the‘High Earners, Not Rich Yet’(HENRY) consumers with significant
discretionary income and a strong chance of being wealthy in the future”.
'Global Powers of Luxury Goods 2019 Report’ – Deloitte
Image: consultancy.asia
The emergence of a large pool of
Indians with increasing disposable
income as the most vital consumer
market of the future. The McKinsey
Global Institute (2007) refers to
India’s expanding consumer market
as the country’s“bird of gold,”
a phrase merchants used thousands
of years ago to describe its vast
economic potential.

17. The upper-middle and upper class Indian.
Identifying the TG
India is rapidly transforming from a bottom of the pyramid
status to become a truly middle-income country in the
next 10 years with families having more disposable income.
By 2030, India will add approximately 140 million
middle-income and almost 30 million high-income
households.
'
Brain & Company.
Image: times of india/indatimes
A growing middle class means a large pool of Indians with
increasing disposable incomes, or simply put, an exciting
consumer market for premium retailers.

18. Mini Bells
Demographic and Phycographic
Target Group of
Target:
Well to do individuals with reasonable disposable income
Married/Unmarried urban - Lives in small families
Educated, affluent and organized
Attitude:
Aspiring and optimistic
Values culture and keen to explore the new
Aware of brands, love to indulge with them

19. Business Structure
Touch points
Customer-centric
Retail
Experiential Outlet
Online Store
with E-commerce
& Payment
Gateway
Mobile App
to empower
customers
buy on the go
Private Label
Products in
selected
segments
Market Place
with
Selected items
Premium
Loyalty Program
for selected
customers
1
6
5
4
3
2
+ +
+ +

20. Tier 2 Cities
Agra, Ajmer, Aligarh, Amravati, Amritsar, Asansol, Aurangabad, Bareilly, Belgaum, Bhavnagar, Bhiwandi, Bhopal, Bhubaneswar
Bikaner, Bilaspur, Bokaro Steel City, Chandigarh, Coimbatore, Cuttack, Dehradun, Dhanbad, Bhilai, Durgapur, Erode, Faridabad
Firozabad, Ghaziabad, Gorakhpur, Gulbarga, Guntur, Gwalior, Gurgaon, Guwahati, Hamirpur, Hubli–Dharwad, Indore, Jabalpur
Jaipur, Jalandhar, Jammu, Jamnagar, Jamshedpur, Jhansi, Jodhpur, Kakinada, Kannur, Kanpur, Kochi, Kolhapur, Kollam, Kozhikode
Kurnool, Ludhiana, Lucknow, Madurai, Malappuram, Mathura, Goa, Mangalore, Meerut, Moradabad, Mysore, Nagpur, Nanded, Nashik
Nellore, Noida, Patna, Pondicherry, Purulia Prayagraj, Raipur, Rajkot, Rajahmundry, Ranchi, Rourkela, Salem, Sangli, Shimla, Siliguri
Solapur, Srinagar, Surat, Thiruvananthapuram, Thrissur, Tiruchirappalli, Tiruppur, Ujjain, Bijapur, Vadodara, Varanasi, Vasai-Virar City
Vijayawada, Visakhapatnam, Vellore, Warangal
Proposed Physical Store Locations
Tire one and Tier 2 cities in India. With Flagship Store in Kochi.
Tier 1 Cities
Bangalore, Chennai, Delhi, Hyderabad, Kolkata, Mumbai, Ahmedabad, Pune

21. Apparels - Zara | Kids wear - Red Tape | Iranian Carpets | Moroccan Pottery | Swiss Chocolates | Tissot | Fossil | Russian Wool |
Pakistani Furnishings | Afghan Leather | Yamaha Musical Instruments | Audio – JBL, Harman, Denon, Klipsh, Onkyo |
Footwear - Puma, Fila, CAT, Timberland | Apple & Samsung | Fitness Equipment – Head | Cosmetics – Revlon, Victoria’s Secrets
The Segments
National and international Labels in
Indicative Brands/Providers to look at(For both inspiration & procurement)
Apparels | Perfumes | Toys & Games | Books | Watches | Crockery
Pottery | Chocolates | Furnishings | Footwear | Fitness Equipments
Musical Instruments | Audio and Video systems | Mobile Phones | Fresh Flowers
Leather and wool | Cosmetics | Sports Apparels | Handbags and accessories
Wall clocks and hangings | Home appliances | Luggages & Travel Accessories

22. The Activity Road Map
The launch Pad
Aiming to inaugurate the first Store my 1st March, 2021.
Modules 5, Period: 6 months
(We suggest starting by 1st of September,
so that the process can be completed by end of Feb 2021)
Pre-launch activities

23. Module 1
Sl No. Ac�vity Deliverables Ini�a�on Submission
1 A customer dips�ck
survey of 200 people at
Kochi
The Survey Report
and
Recommenda�ons
Sept, 1, 2020 Sept, 30, 2020
2
Product feasibility and
availability B2B survey –
Set 1
The Survey Report
and
Recommenda�ons
Sept 1, 2020 Sept 30, 2020
3 Brand Iden�ty and brand
manual crea�on
Brand iden�ty in
various
recommended
formats and brand
manual in
printable digital
format
Sept 1, 2020 Sept 30, 2020
(Subject to client
approvals)
5
Domain bookings,
Official Mail se�ng,
Social media account
crea�ons
All related
passwords, Ids
and third party
bills on actual
Sept 15, 2020 Sept 30, 2020

24. Module 2
Sl No. Ac�vity Deliverables Ini�a�on Submission
1
Selec�ng and purchasing
of stock images /
Footages / conduc�ng
promo shoots
All files in so�
copy folders
Octo, 1, 2020 Octo, 31, 2020
2
Finalize third party digital
providers like:
Shu�erstock, Canva, CC
Avenue etc.
All related
passwords, Ids
and third party
bills on actual
Octo, 1, 2020 Octo, 31, 2020
3 3D look and feel and
walk-though designing of
the flagship store
(Interior and Exterior)
The sta�c and
movie Files
Sept 1, 2020 Octo 30, 2020
(Subject to
availability of
inputs from
client)
4
Social Media Marke�ng
Plan for 18 months (Pre
launch – launch- post
launch)
Plan and Es�mate Sept 15, 2020 Nov 15, 2020
5
Content crea�on for the
website and social media
intro pages and other
basic promo materials
Text in MS word
format
Sept 15, 2020 Nov 15, 2020

25. Module 3
Sl No. Ac�vity Deliverables Ini�a�on Submission
1 Pitching Plan, Detailed
Project Report and Pitch
Deck for store expansion
Reports and
Documents
Nov, 1, 2020 Nov, 30, 2020
2
Lunch of Web Portal
(Less E-commerce
Division) with a blog
division - Beta
The web Portal
fully func�onal
Nov, 1, 2020 Dec, 15, 2020
3 Finalize third party digital
providers like: hootsuite,
Google, Mail Chimp etc.
All related
passwords, Ids
and third party
bills on actual
Nov, 1, 2020 Nov, 30, 2020
4
PR Ac�vity Road map for
store launch and store
expansion plan
Plan and Es�mate Nov, 1, 2020 Nov, 30, 2020
5 360 degree Media Plan Plan and Es�mate Nov, 1, 2020 Nov, 30, 2020
6 Ini�al blog content 10 ar�cles on
contemporary
topics with
suppor�ng
images
Nov, 1, 2020 Dec, 15, 2020
7 Explana�on Video /TVC
Produc�on
Video in
30/45/60 second
slots and
necessary
formats
Nov, 1, 2020 Dec, 31, 2020

26. Module 4
Sl No. Ac�vity Deliverables Ini�a�on Submission
1 Corporate Movie for B2B
vendors and Investors
5-15 minutes HD
Film
Dec, 1, 2020 Jan 15, 2021
2 High-Profile Event as
curtain raiser and
logo/website launch
The execu�on of
the event in 5
star se�ngs
Dec 20, 2020 Jan 31, 2021
(subject to Covid
19 Protocol)
3 Launch of Loyalty
Program and related
online/offline campaign
Program Design,
Website content,
Collaterals and
Promo�on Plan
Dec, 15, 2020 Jan 15, 2021
4 Design and Pos�ng of
Mobile App - Beta
The App in both
Android and iOS
formats
Dec, 15, 2020 Feb 25, 2021

27. Module 5
Sl No. Ac�vity Deliverables Ini�a�on Submission
1
Launch of First Store The store launch
ac�vity
Feb, 1, 2021 March 1, 2021
2 Preliminary Mee�ngs
with proposed first
round investors
The execu�on of
the meet at
appropriate
loca�on in
India/Middle East
Feb, 1, 2021 Feb 28, 2021
3 Upda�ng and opening of
Web Portal with product
SKUs, Ecommerce and
payment Gateway
The web portal
Jan 1, 2021 Feb 28, 2021
5 Upda�ng and opening of
Mobile App with product
SKUs, Ecommerce and
payment Gateway
The App in both
Android and iOS
formats
Jan 1, 2021 Feb 28, 2021
6 Launch
Campaign/Awareness
Campaign – TV, Radio,
Print, Outdoor and
Online
(Based on the Media
Plan Approved by Client)
Execu�on and
Management of
the campaign
Feb, 1, 2021 March 10, 2021
7
Design and
implementa�on of Social
Media/related CRM (if
any) management
Plan and
execu�on
(Managed by our
side or by trained
staff from clients
side)
Feb, 1, 2021 March 1, 2021
8 Meet the Press and PR
on Print and TV Execu�on of the
event in 4/5 star
se�ngs. PR
Managment
Feb 15, 2021 March 1, 2021

28. Total Project Cost: 20,00,000 (20 Lakhs only)
All payments should be towards: Thirdaxis, Calicut through cheque or bank transfer.
Advance (Prior to the commencement of Module 1): 8,00,000/- (Eight lakhs only)
Balance : 4,00,000/- in 3 installments (Prior to the commencement of Modules 3, 4 and 5 each)
Please note: 1. GST will be extra.
2. All third party bills including online services and event managment
(Venue, food etc.) will be extra and submitted on actuals.
Cost of execution

29. PR, Engagement & Events
Indoor & Outdoor Promotion Events
Corporate Meets
In-Store Events – Design, Execution (Retailtainment)
Expansion & Fund Raising
Franchisee Expansion
Trade Expo & Business Meets
Media Campaign for Store Expansion
Crowd Funding Campaign
Angel Investments
Alliances & Partners
Training (Internal & External)
Digital Asset Management
Social Media Management & Campaigns
SEO & Google Search, Display and Video ads
Mobile App Promotions & Campaigns
Grooming & Corporate Presentations
Post Launch Investor Acquisition
and Marcom Activities Outline

30. Calicut, Kerala, South India. Mob: +91 949 780 90 58, +91 989 591 48 08, Email: axisthird@gmail.com
Thank you. Looking forward to hearing from you.
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