This document provides a mid-review of a project on trends in the retail industry and marketing tools used by competitors. It analyzes the space on hire (SOH) practices of several retailers like Croma, E-Zone, Vijay Sales, and Hypercity. Key findings include the proportion of total store space allocated to SOH, popular branding elements, typical vendor partners, and rate cards. Competitor stores were observed across Mumbai to identify SOH strategies and differences in approach.

1. MID REVIEW
PRESENTED BY:- VIJAY VYAS
UNDER THE GUIDANCE OF
MR. SUNIL MANIAR &
MENTOR – MR PESHWA ACHARYA

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. 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.  MORE RECOGNIZABLE IN ORGANISED
RETAIL .
 SOURCE OF REVENUE GENERATION FOR
RETAILERS.

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. 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. (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. 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. (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. DIVISION OF SOH
SOH/SOR
VENDOR
BRANDIN
G
SPECIAL
PRODUCT
DISPLAY

11. COMPETITOR’S STUDY
List of CROMA’S visited:MALAD
JUHU
BANDRA
MULUND
PALM BEACH
VASHI
11

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. ELEMENTS OF SOH FOR CROMA









PILLARS
PERIMETER’S
WINDOW ADS
GONDOLA ENDCAPS
FLOORING
POP
POS
BACKLIT
FRONTLIT
13

14.  ELEVATORS
 SINGAGES
 DANGLERS
 WALLS GRAPHICS
 CONTENT ADVERTISING
 MERCHANDISE
14

15. WALL GRAPHICS
15

16. ESCALATORS
16

17. CONTENT ADVERTISING
17

18. GLASS
18

19. FLOOR GRAPHICS
19

20. FAÇADE BRANDING
20

21. VENDORS
 L.G.
 CASIO
 CANNON
 LOGITECH
 MICROSOFT
 HTC
 HP
 SAMSUNG
21

22.  SONY
 TROM
 BIG FM
 OLYMPUS
 GODREJ
 DIOS
 HITACHI……..etc
22

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.  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. OTHER SPACES
25

26. 26

27. 27

28. 28

29. 29

30.  SIZE OF PERIMETER BRANDING
18.47
inch
71.62inch
30

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. LIST OF E-ZONE
 SANTACRUZ
 MUMBAI CENTRAL
 MALAD
32

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. 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

36. 36

37. CONTENT ADVERTISING


MORE FOCUS
ON
ON FAB CARDS
37

38. 38

39. SINGAGES
THREE TYPE OF SINGAGES WERE NOTICED:-
FAB CARDS
SHELF AGE LABEL
PAPER SINAGES
39

40. EXPERIENCE COUNTERS
40

41. HOME THEATER DEMO ROOM

LABEL
ROOM
HAVING ONLY THEIR PRIVATE
LABELS DISPLAYED IN THE
ROOM.
41

42. VENDORS
SONY
LG
CANNON
SAMSUNG
HP
INTEL
HITACHI
42

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. 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. HYPERCITY
HYPRECITY
TOTAL CDIT AREA
3000 sq feet
TOTAL SALEABLE SPACE
2000 sq feet
TOTAL SPACE SOLD
1500 sq feet
45

46. ELEMENTS OF SOH
 SHOP IN SHOP
 PERIMETER BRANDING
 STANDEE
 WOBBLERS
 SHELF SINGAGES
 HOME THEATRE ROOM
 GONDOLA ENDCAPS
46

47. VENDORS
 OLYMPUS
 GODREJ
 DIOS
 NOKIA
 HTC
 SAMSUNG
47

48. THANK YOU
48