retail atmospheric strategy of BMW and KFC

1. STUDY THE RETAIL ATMOSPHERICS AND
STORE LAYOUT OF KFC & BMW

2. PRESENTATION FLOW
 Introduction to the title
 Introduction to the KFC
 Atmospherics strategies of KFC
 Store layout of KFC
 Introduction to the BMW
 Atmospherics strategies of BMW
 Store layout of BMW
 Findings
 Recommendations
 conclusions

3. INTRODUCTION TO TITLE
The study is based on-
 The store atmospherics and space strategy
 Their relevance emerges from the link between the
shopping behavior and physical environmental
factors.
 Physical elements in a store’s design that appeals
to the customers and encourage them to buy.
 Retail space management .

4. INTRODUCTION TO KFC
 KFC, also known as Kentucky Fried Chicken, is a
chain of fast food restaurants based in
Louisville, Kentucky, in the United States.
 Primarily sells chicken pieces, wraps, salads and
sandwiches.
 The company was founded as Kentucky Fried
Chicken by Colonel Harland Sanders in 1952.
 The recipe of 11 herbs and spices used by KFC in
preparation of their chicken remains a trade secret.

5. ATMOSPHERIC STRATEGY OF KFC
 Exterior Atmospheric:
 Store Front
 Entrances
 Display window
 Visibility
 Adjoining stores

6.  Interior Atmospherics:
 Flooring
 Lightning
 Personal
 Cleanliness
 Wall
 Washroom
 Aisles
 Temperature
 Sitting areas
 Music's

7.  Visual Merchandising
 Assortment
 Self-service
 Payment counter for food
 Payment counter for drinks

8. STORE LAYOUT OF KFC AT CP
Payment
counters for Supporting back Upstairs &
solid food. Room Downstairs.
washroom
AISLES
Sitting areas
for families Payment
or large counters for
groups Drinks
Sitting Areas Sitting Areas
(Couches) (Couches)
Visual Visual
Entry and
Merchandising Merchandising
Exit

9. INTRODUCTION TO BMW
 Bayerische Motoren Werke (BMW), (literally
English: Bavarian Motor Works) is a German
automobile, motorcycle and engine manufacturing
company founded in 1916.
 BMW Group currently has 17 production facilities in
five countries
 BMW itself still continues to roll out the 3-series, 5-
series and the 7-series from its stable.
 BMW entered the emerging Indian automobile
market in December, 2006.
 Presently, 12 active dealership have opened up
across India.

10. MODE OF ENTRY IN UNEXPLORED MARKET
 1) Export
 2) Acquisitions
 3) Foreign Direct Investment (FDI).

11. ATMOSPHERIC STRATEGY OF BMW
 Exterior Atmospheric :
 Store Front
 Entrances
 Display Windows
 Visibility
 Adjoining store

12.  Interior Atmospheric:
 Flooring
 Lightning
 Personal
 Cleanliness
 Wall
 Washroom
 Temperature
 Sitting Areas
 Visual Merchandising:
 Assortment
 Theme
 Payment counter
 Interior kiosk sign system

13. STORE LAYOUT OF BMW AT CP
Upstairs &
Sitting Areas
Downstairs Sitting Areas
Staff Room (Couch)
(Chairs)
Payment
Counters
Visual
Visual Merchandising
Visual
Merchandising (New cars)
Merchandising
(New cars)
Entry & Exit

14. FINDINGS
 For KFC:
 Red Colored wall
 Dim lightning environment
 Visibility and easily accessible
 They avoid long ques.
 For BMW:
 New cars for VM
 Bright lightning environment
 Technology display
 High class feel
 Safety drive manual

15. RECOMMENDATIONS FOR KFC:
 The store was completely & well furnished though there
was few points we would like to recommend for KFC
store is that washroom was not visible to customer. So
that, the customer don’t need to ask the waiters for
direction towards washroom.
 In the cold drinks section they only have PEPSI and
their own products. They should keep COKE and other
verities also so that the customer can have what they
wants.
 They are playing only western music in their store. They
should play hit hindi songs also while they are operating
in India.
 They should maintain a customer information database
system, where mobile no. of every customer is noted.
They can send sms to their customer in various festive
seasons to attract them.

16. RECOMMENDATIONS FOR BMW
 Store should be spacious
 No Electric Neon or Hoarding was available.
 Doormen wasn’t available all the time.
 At the front gate they should hire a
gatekeeper, who will open the gate for the customer
and greet them.
 They should increase their sitting space. Because
if two or three customer come to the store at the
same time then they might face a problem of
shortage of sitting space.
 They should also play some pleasant music to give
the customer a pleasant mood.

17. CONCLUSIONS
Store atmospherics environment is most important
Different store adopt different store design strategy
based on their target customer.
Customer perception depends on the atmospheric
environment of the store.

18. THANK YOU