How to launch a Retail Mass Specialty Store in India ...... Retail Reserach , Location Reasearch

1. Retail Business Planning Segmentation and Business Alignment

6. Work done so far 1. Catchment Area 2. Mumbai Environment study 3. Competitive Intelligence 4. Customer Survey in Mumbai

12. Demographics Total Mumbai Population = 16,368,000 Mumbai has All India Rank #1 in MPV Unskilled Worker 8.4 Skilled worker 11.1 Petty Trader 5.8 Shop Owner 3.7 Businessman/Industrialist 2 Self Employed Professional 0.7 Clerk/Salesman 6.8 Supervisory Level 2.2 Officer/Executive Junior 2.6 Officer/Executive Middle/Senior 1.5 Not Working 33.9 Student 17.4 Retired 3.8

15. Competitive Intelligence

18. Store Comparisons Research Method: Fixed sum scoring for each parametre. Then avg is taken and rounded off Sampling method: Random non-CDIT team in office Sample size: 25 Store Reach 30 Store timings 20 Store Size 20 Look/feel of the store (store experience) 20 Space to move 10 Total 100 Products Categories 15 Depth 20 Width 20 Exclusive deals with vendors 20 Private Labels 10 Latest products/ Unique products 15 Total 100 Price Offers/discounts 50 Clarity in Pricing strategy 30 Financing 20 Total 100 Customer Service Receiving the customer 5 Finding customer requirements 15 Product comparisons 15 Assisting the customer/answering queries 15 Delivery 15 Packaging 5 Installation 15 Service Network 10 After sales service 20 CRM intiatives 10 Total 125

19. Store Comparisons Research Method: Fixed sum scoring for each parametre. Then avg is taken and rounded off Sampling method: Random non-CDIT team in office Sample size: 25 Sales Personnel Product knowledge 50 Customer friendliness 35 Staff grooming 15 Total 100 Merchandising Arrangement logic 35 Convenience to the customer 15 Total 50 Localisations Local Products 20 Local Services 30 Local Promotions 30 Store features localisation 20 Total 100 Marketing Exchange offers 40 Promotions 30 Advertisements 30 Total 100 Customers focus on Target segment 100 Total 100 Brand Store Brand Awareness 50 Grand Score 925

32. Price Perception Product Range Price Low High Prices compared for 21’’ TVs. Product range is customer’s perception For Sony World, Prices of 21’’ Sony TVs are compared. Product range for Sony World is just the perception of customers Bose’s product range and prices are just perceptions of customers Sample size = 30 Low High Hypercity Vijay Sales Sumaria Sony Mony Sony World Bose Reliance

33. Instore Customer Service Perception Product Range In store Customer Service Bose Low High Low High Vijay Sales Sony World Sony Mony Hypercity Sumaria Reliance Sample size = 30

34. Localizations Perception Localizations Number of Stores in Mumbai Bose Low High Low High Hypercity Sumaria Sony World Sony Mony Vijay Sales Reliance Sample size = 30

36. Segmentation

37. How does Customer Centricity work? RESOURCES Values, Beliefs, Attitudes, Lifestyle Needs/Wants Effort to satisfy need/Want Merchandise Store Experience + Service Buying Behaviour Expectations from product/store Customer Centricity PERSONALITY Willingness to spend Products already Owned Products willing to buy Demographics

39. VALS Innovators (A1) Ideals Achievement Self Expression Thinkers (A2) Believers (A3) Achievers (A4) Strivers (A5) Experiencers (A6) Makers (A7) Strugglers (A8) Active consumers – frequent readers of wide variety of publications Express their taste Receptive to new technology,products High Resources High Innovation Low Resources Low Innovation Little interest in image or prestige Mature/ Satisfied and comfortable Actively seek out info in decision making process Conservative and Practical Look for durability, functionality and value in the products that they buy Conservative -Slow to change habits Follow established routine Look for bargains Choose familiar products and established brands Deep commitment to career and family Value consensus, predictability/stability Interested in saving time Many wants and needs – variety of products Follow fashion and fads Spend much of time in socialising Buy on impulse Attend to advertising Concerned about opinions &approval of others Image conscious – emulate purchases of people with greater material wealth Carry credit balances Spend on clothing and personal care Shop for comfort, durability and value Unimpressed by luxuries Suspicious to new ideas/large institutions Brand Loyal Trust advertising Discounts/use coupons

40. Personality The Perfectionist (P1) The Helper (P2) The Achiever (P3) The Romantic (P4) The Observer (P5) The Questioner (P6) The Adventurer (P7) The Asserter (P8) The Peacemaker (P9) Realistic and principled Live upto expectations of parents/ teachers Take too much responsibility Warm & sensitive to other people’s needs. Relate easily to people and make friends. Suppress real fealings and never say no Energetic and Goal Oriented.Stays informed, knows what is going on. Struggles between wanting to spend time with family and achieve success at work Very sensitive Admire what is noble and beautiful in life Have high aesthetic sense Appreciate creativity Have a need for knowledge.Are introverted, analytical and insightful.Spend a lot of time alone reading, making collections and so on Need reassurance that everything is ok. Faithful to family and friends. A non-connfromsit.Procrastinate because of fear of failure Energetic, Lively and Optimistic. Don’t like to be told what to do.Spontaneous and free spirited Direct and self confident. Courageous, straight forward and honest. Never forgets injuries or insults Attack verbally or physically when provoked Able to relax and have a good time.Non-judgemental, confused about what they really want.Not taken by others seriously. Like to be asked questions to get things clear for themselves

41. What he does with what he has? What type of person is he? P1 P2 P3 P4 P5 P7 P6 P9 P8 A1 A3 A2 A5 A4 A7 A6 A8 [ Store features + Services expectation ] What Products he buys Pawan Senthil Rakhi Vikram Jain

44. Customer Survey South Mumbai Powai Andheri (W) Navi Mumbai

45. South Mumbai Walkeshwar Malabar Hill Nepean Sea Road Peddar Rd Breach Candy Area Areas covered

50. Powai Powai Hiranandani IIT Ghatkopar Vikroli Areas Covered

52. Andheri Infinity Mall Areas Covered

53. Flow Based Segmentation (Based on research in Infinity Mall, Andheri (W) )

59. Consumer Durables store in a mall Type When will they enter CDIT Store? What will they buy from CDIT store? Food Bazaaris No , they will not enter If they enter they buy kitchen related products Quality Ent. seekers May enter , if its closer to book/music store DVD player, I pod, Mobile phones Time Passers Will enter , if the LCDs/Plasma TVs or Laptops are visible from outside Speakers, MP3 players, I pod, computer accessories (e.g. mouse) Shoppers Will enter only if they entered the mall with the strong purchase intent for CDIT products or if the store is on the same floor as that of jewelry, watches etc (not footwear and apparels) TV, Refrigerator, Washing Machine, AC

60. Data

62. Navi Mumbai Vashi Kopar Khairane

64. Bangalore (Planned from 8 th to 15 th August)

66. Best Buy’s customers