Adams Departmental Store is a small retail store located in PIA Road, Wapda Town with 7 employees. It targets customers living in the local area, offering grocery items, vegetables, electronics, bakery products, and meat. The store aims to fulfill customers' needs conveniently with a variety of products under one roof.

1. Retailing
ADAMS DEPARTMENTAL
STORE

2. GROUP MEMBERS
•ZUMAIR ZAHID
•SANA AKBAR
•SABA SHIEKH
•Huzaifa afaq
•Saad saud saadi

3. FUNCTIONS PERFORMED
•Providing assortment
•Breaking bulk
•Holding inventory

4. Type of retail store
•A small departmental store
•Pia ROAD WAPDA TOWN
•A STORE OUTLET

5. CONSUMER BUYING BEHAVIOR
•NEED RECOGNITION
Mostly utilitarian need
•Information search
•Reduce information search

6. Evaluation of alternatives
Performance Benefits Adam shoppers Local Stores
Economy 10 80 90 70
Convenience 8 72 64 56
Assortment 8 64 48 32
Product Information 7 56 42 35
Total 272 244 193
For parent with children

7. Evaluation of alternatives
Performance Benefits Adam shoppers Local
Stores
Economy 6 60 54 42
Convenience 10 90 80 70
Assortment 7 56 42 28
Product Information 9 72 54 45
Total 278 230 185
Ones
For young ones

8. Post purchase evaluation

9. Organizational structure
•7 employees
•1 cashier
•2 at check counters
•2 shelf boys
•1 sweeper & 1 delivery boy
•1 for freshly bake items & 1 for meat

10. Crm programs
•Reporting system
•Loyalty programs

11. RETAIL MIX
TYPE OF MERCHANDISE:
Grocery items, vegetables, cutlery items, electronic items, meat and
freshly baked items like pizza.
SERVICES OFFERED:
Touch and feel before buying the product.
Free home delivery.
PRICING POLICY:
Standard and reasonable.
For middle, upper middle and high class.

12. RETAIL MIX
PROMOTION:
Flyers, vertical banners, sponsorships (publicity), streamers etc.
STORE DESIGN AND DISPLAY:
Grid layout.
Attractive and eye catching store design.
CUSTOMER SERVICES:
We provide excellent and immediate customer services.
LOCATION:
Commercial market of PIA road near Wapda town.

13. TARGET MARKET
Our target market is people of PIA society, Wapda town and their
nearby locations
POSITIONING STRATEGY:
As a departmental store that will fulfill the needs of the customer by
giving them ease and high quality services.
SUSTAINABLE COMPETITIVE ADVANTAGE:
Our sustainable competitive advantage include our location, CRM and
effective HRM practices.

14. Retail site location
• Accessibility
• Types of shopping area
• Types of store
• Economic condition
• Competition
• Strategic fit
• Operating cost

15. Characteristic of our selected
location
• Traffic flow
• Parking
• Visibility

16. Issues in HR
• Expense control
• Part time employees
• Employee demographic
• Training

17. Store layout design
• Store layout will be gird layout in which products will be displayed on
shelves on both sides.
• Cash registers or computers will be located at the entrance/ exit of
the store.
• Some impulse products were located at the counter area when
customer checking out.

18. Visual merchandise
Item and size presentation
• We have placed the products belonging to same category in the same
line so customer feel ease while shopping for it.
• For example if we talk about the electronic products laptops, LEDs,
CDs and table stands are arranged in the same row because these
things are interlink with each other.
Lighting effect
• I will try to use more and more lights in the store so that visibility of
the products is cleared to the customer.

19. Customer service
Responsiveness
• They should be immediately given the service if they have purchased
a wrong product from you.
• Quickly replaced by your employees no matter you have to give them
product delivery at home.
Listen to the customer
• listen to customer what the customer basically need from you.
• sometimes we have the product which the consumer is finding but he
has doubt in mind.
• Clear his mind and make him purchase his or her desired product.

20. Retail Communication mix
Objectives:
• Our objectives will be to create brand awareness
• To convey our company’s mission and vision
• Why we are different from others
• Our strict policies regarding quality
• Packages, memberships, discounts
• Special events

21. Retail Communication mix
Positioning:
To create a positive image and to be in customers consideration set.
Our target market:
Our potential customers who live near to our store and who want all
things under one roof.

22. Communication goals:
• To increase market share
• To increase sales
• Positive word of mouth
• Make customers loyal
• Grab more potential customers

23. Marketing budget
• We would mostly spend our money on billboards that are located in
the areas near our store.
• We would use direct mails as their cost is low.
• Social media would be on our priorities like Facebook etc.
• We will drop catalogs in different houses located in areas near our
store.
• Positive word of mouth.

24. Total allocation of resources
Advertisement 500,000
Initial purchase of electronics from vendors 10,0000
Initial purchase of bakery items from vendors 500,000
Initial purchase of grocery items, food items and
vegetables
18,000,00
Initial purchase of fresh meat from vendors 400,000
Store design and installations 20,000,00
Advance rent for 8 months 24,000,000
Initial salaries for employees 400,000
Bills and other expenses 400,000
Total cost 94,00,000