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7/31/2019 Internship Presenttion
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Gurgaon CENTRAL - Pantaloon Retail India Ltd
Sector-25,MG Road , Near IFFCO Chowk,
Gurgaon: 122001
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A Study of Marketing Mix Offered ByCentral Gurgaon and Customer`s
Behavior
By Ajeet Kumar
Swati Singh
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Objective
To critically analyze the marketing mix offeredby central mall , Gurgaon.
To observe and identify strategicallyimportant customer behavior .
Sub
Objective
To examine different component of marketing mix .
To study the effectiveness of different marketing strategy
applied by central mall To study the effect of change in marketing tactics on
customers behavior .
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1 Aware Customers
2Change In Perception
3 Attitude Formation
4 Purchase Decision
Change in Consumer`s Decision Making Process is multi-level
process
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Strategies of Attitude Change
1. Changing the Basic Motivational Function Utilitarian
Value-expressive
Knowledge
Combining several functions.
2. Associating the Product with an Admired Group orEvent
3. Resolving Two Conflicting Attitudes
4. Altering Components of the Multi attribute Model Changing the relative evaluation of attributes
Changing brand beliefs.
Adding an attribute.
Changing the overall branding.
5. Chan in Beliefs about Com etitors Brands
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identified 3 different type of customers in mall based on their behavior
Perfectionist (Mr. & Ms.) Aggressive (Mr. & Ms.)
Free Roamer (Mr. & Ms.)
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Product
Brands
Value Quality
Warranties
Usefulness
PRODUCT
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CATEGORIES AT CENTRAL
MENS WEAR FORMAL
CASUAL
WOMENS WEAR
ETHENIC
FORMAL
CASUAL
KIDS WEAR
GIRLS ETHNIC WEAR
GIRLS CASUALS
WOMENS ACCESSORIES
Jewelries
WRIST WATCHES
FOOTWEARS
SPORTS WEAR
SWIM WEAR
FOOD BAZAR
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0%
10%
20%
30%40%
50%
60%
70%
80%
90%
100%
All 5 Brands
4
3
2
1
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0
0.5
1
1.5
2
2.5
3
3.5
4
Avg. No. Of time trail room used
Avg. No. Of time trail room
used
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MEN`S FORMAL (Brands )
Van Hussein
Louis Phillip
Park Avenue
Wills Lifestyle
Success
Lombard
Turtle Urbana
John Player
Black Berry
Arrow
Raid & Taylor
Bare
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Price
Price
List Price
Allowance
Discount
Payment Period
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Promotion
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About CLP(Central Loyalty Program)
Part of Indias largest multi-partner loyalty program,ensuring you earn points faster than any other
program currently running in India
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CLP Vision
Building Rewarding Experience with our
customer franchise by offering the best in
class rewards and recognition.
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Benefits
The Points you earn can be redeemed at CENTRAL or any of the partners outlets.
Promotions that will offer you bonus points ,special offers and online point redemption
On shopping of Rs 100 @ Central ,Central loyalty card holder will get 4 points .
One point is worth of 0.25 paisa.
Exclusive Friday Offer
Earn Offer Flash your Card, Shop and earn double the points only on Friday. (2x offer)
Burn offer Redeem your points and get 20 % of the points redeemed back.
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Place
Fi Lift J k l
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Fire
Exit
Lift
CelioJohn
Miller
Jack
&
Jones
Inexcess Status QuoProline
Lee cooper
Payment
counter
Ajile Bare
Tr
ail
Roo
m
AjileUrban Yoga
Puma
Fire
Exit
Manchester
United
Speedo
Nike
FILA
AdidasReebok
LOTTO
Spadl
ing
23Converse
PLANET
SPORT
PepeLondonLeeVio
U
SPA
SPYKAR
Flying Machine
Lawman
Integrity
Denize
n
LawMan
ee
Cooper
Tr
ail
Ro
o
m
BOSSINI
LEV
I`S
Wrangler
Customer
Service Desk /
Wi-Fi central /
Gift Central
Escalator to 4th floorPayment
counter
WILD Li Arrow Arrow New
USPAVIPIndian Wills
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WILD
CRAFTLi
ftPARX
Arrow
Sport
Payment
counter
Arrow New
York URBANA
Trail Room
Louis
Phillip
Formal
VAN
HUSSIAN
PARK
AVENUE
LOMBARD
PlayerJohn24ConverseARROWSUCCESSRaid &
taylor
V.
F-
Factor
JOHN
MILLER
LOUIS
PHILLIP
Wild
Craft
Paym
en
tcoun
ter
USPACarlton VIPIndian
Terrain BAREArrow
Wills
LifestyleProvo
ge
Louis
PhillipTURTLE
Black BerryDaniel
HeachterCOLOR PLUSSCULLERS
INDIGO
NATIO
N
All +
size
Samsnite
Am
ericanTourism
M
M
Be
lmonte
Allen
solly
Akkriti
Manyavar
M
M
RIG INC CLARK CASHUSPAUC ALLEN CATHUSHROCIA
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RIG
KIDS NI
&
JO
N
Y
INC.
5
CLARK
Payment
counter
CASH
COUNTER FRANCE
LEORE
RED TAPE
BUCKRO
O
WALK IN
LILIPUT
PUM
A
MATTSAMSUNGE-
CARE
25
PANASONI
C
TOYSSECTION
E- CARE
V.
F-
Factor
PIPPERMI
NT
CATMO
SS
BONNIE
JEANS
CHALAK
Paym
en
tcoun
ter
USPARUFFS UCB SOLLY WAL
K
PUPPI
E
ROCIA
BARE
LOUIS
PHILIPLITTLE TITLE
LIFT &
BACKPINK & BLUECHICCO
TRIAL
ROOM
BIBA
GIRLS
TRIALROOM
M
M
Be
lmonte
Allen
solly
Akkriti
Manyavar
M
M
BO
AR
ED
GA
ME
S
FUN
SKO
OL
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People
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Observation :-
Two type of salesperson (based on joining in central ):-
I. Less than 3 month
II. More than 1 year
Most of them are 12th pass . Observations about category 1 salesperson
i. Shy(lack effective communication skill)
ii. Little product knowledge (merchandise , fit , fabric ,style ,trend )
iii. Body language (not impressive )
iv. Smartly Dressed
v. Low confidence level Observation about Category II salesperson
I. Have good knowledge about product placement , price range , availability of
demanded product in other brands, demanded style , current trends ,and key
concern area (i.e unavailability of color , size , fit , fabric )
II. Negative attitude for communication was observed (reluctance to talk).
III. I know every thing attitude is also being seen in few of them .
IV. Most of them have shared a common problem of unavailability of right product .
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In the world of retail sales, actions count, not words. . Make sure you as a salesperson and your product and/or service . Makebig commitments, fulfill them all, and then give a little extra.
Dont compete, create! Find out what everyone else is doing, and then don't do it. . Approach yourretail sales in a way that sets you apart from other stores in a way that makes a positive and long lasting
impression.
Remember a picture is worth a thousand words! with the words you use. Use the following : free, new, you, discover, save, guaranteed, introducing, results, benefits,easy, proven, love, alternative, now, win, gain, happy, trustworthy, beautiful, comfortable, proud, healthy, safe,
right, security, fun, value, advice, wanted, people and why.
: buy, purchase, obligation, failure, bad, sell, loss, liability, difficult, wrong, decision,deal, hard, death, order, fail, cost, worry and contract.
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It is your obligation to close, and provide your customer with an . You will know where you are with your customer's by closing throughout the presentationand gauging the responses. As customer gets closer to the "will-invest-line", you will receive more positive
responses.
Think of a balance scale as representing the way your customer's mind operates -against the required investment.
Remember to (not before the need is established and benefits of a product/service are known)and often, so you won't buy your product back.
Effective closing questions should be natural, sincere, yet assumptive . Include physicalaction. Offer a choice between alternatives. Be sure your question requires a response. After asking a closing
question, be quiet. Usually, the one who breaks the silence gives in.
Objections do not mean "no". They mean your customer is interested in seeing.
For objections that do not deserve a response, , bypass the objection and continue yourpresentation.
The READY formula suggests five ways to respond to an objection: reverse it, explain it, admit it, deny it,or ask "why?
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Develop a sense of about your service or product. Convictionalone is sometimes enough to handle even a major objection.
Always maintain a by visualizing the gainful end result of yourwork for your customer, company and yourself. Even in the face of resistance,
remember that your effort will be appreciated once your customer realizes you are
there to help.
Develop a schedule for customers who bought from you. Remind themthat you are there to help them with their future purchases. Remember it is five times
easier to maintain an existing customer than to acquire a new one.
You dont have to work as hard to if you leave such animpression with your customers that they always ask for you when they come back. Selling is a combination of . Certain things must happen before a sale is made. Everycustomer/prospect must answer six questions: Do I want the product? Do I want this particular one? Do I
want it now? Do I want to pay the price? Do I want to get it from you? Do I want to get it from your company?
Sell . Show your passion when you describe a feature of your product, explain itsfunction, explain the benefit of that function, prove the benefit by providing evidence, and ask a nail-down
question to get your prospect's verbal acceptance of the benefit's value.
Benefits help you tune-in to your customer's mental radio station, WIIFM,
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Key Concern Area for training :-
Product Knowledge
Expected Customer behaviour in particular
category
Brand awareness
Interaction (communication )
Personality development
Trends and Forecast
Reporting System
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Selling Process
Presentation HandlingObjections
Approach Follow-Up
Need
Identification
Gaining
Commitment
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Delighting Customers
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By: Liz Tahir,
lastly as Corporate Vice President, Merchandising,
for D.H. Holmes Company, Ltd., department store group.
l l h l lk
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Effective
CustomerInteraction
Always smile while talking to a Customer.
Always maintain an interested and helpful expression
on your face.
Maintain eye contact. Even if you are busy with other
customer, look towards the customer and
acknowledge his/her presence.
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Effective Customer Interaction
Maintain a distance of at least 2 feet.Speak softly and clearly, without an artificial accent.
Avoid unnecessary movements of hands and facial
gestures.
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Effective
CustomerInteraction
Keep your hands on the sides or behind your back.
Do not keep your hands in the pockets or on the
hips.
Do not cross your arms across the chest.
Do not lean against a counter/gondola.
Top 7 Rules For Handling Customer
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Top 7 Rules For Handling Customer
Grievances
To respond to a customer who has several legitimate complaints you must keepthese seven rules firmly in mind.
Rule One:
Listen with understanding & sympathy. This diffuses anger and demonstrates your
concern. Tell the customer something such as "I am sorry you have been
inconvenienced. Tell me what happened so that I can help you. It is vital to show asincere interest and willingness to help. The customer's first impression of you is all
important in gaining co-operation.
Rule Two:
No matter what or who caused the problem, never, ever blame or make excuses.
Instead, take full responsibility and the initiative to do whatever you can to solve the
problem as quickly as possible.
http://top7business.com
Top 7 Rules For Handling Customer
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Top 7 Rules For Handling Customer
Grievances Rule Three:
Paraphrase and record what the customer tells you. Wheneveryou hear an important point say "let me make sure Iunderstand; you were promised delivery on the 10th and youdid not receive the product until the 1st of the followingmonth. Is that correct?
Rule Four:Find out what the customer wants. Do they want a refund,credit, discount or replacement? The customer is complainingbecause he/she has a problem and wants it solved as quicklyas possible. Find out what their problem is so you can worktowards it and not towards a solution they do not want.
Rule Five:Propose a solution and gain the customers support. When thecustomer tells you what he or she wants the solution is usuallyobvious. State your solution in a positive manner. "I will behappy to give you a full credit for it or other merchandise. Isthat acceptable for you? If it is acceptable, act promptly.
http://top7business.com
Top 7 Rules For Handling Customer
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Top 7 Rules For Handling Customer
Grievances Rule Six:
If the customer does not like your solution, ask what they
would consider a fair alternative. Never let a customerlose face. If you cannot meet their request, say so, butnever say they are wrong, and never get into an argumentwith a customer. It is vital to be considerate of thecustomers feelings and to be courteous. Sometimes thecustomer knows full well that there is nothing you can do.All the customer really wants is someone to hear andrespect his or her point of view, and you can always givethem that.
Rule Seven:Follow up within a few days to ensure that the customer iscompletely satisfied. This last tip should ensure that therelationship is strengthened and you may well gainadditional business.Do remember that, a customersloyalty is only as strong as the success of their last contactwith you.
Always remember that it takes 5-10 times to get a new customer than keepingthe existing one.
http://top7business.com
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Process
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Process
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Physical Environment
Ambience of central mall gives a feeling of Blend of Indian Culture
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and Luxury with use of RED AND WHITE colors along with use of
Flowery print .
It has been
Observe d that
more than 80 %respondent spent
more than 20
minute in the
mall and at least
5 minutes on
each floor .
0%
10%
20%30%
40%
50%
60%
70%80%
90%
Time Spent on different floor and In mall
on ground floor
on 1st floor
on 2nd floor
on 3rd floor
in mall
Rate the Ambience and music played in Central on a scale of 1 to 5 (1 being worst and 5 being
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%100%
Ambience Music
25% 35%
45%40%
10%12%
15%8%
5% 5%
1
2
3
4
5
best )
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15%
35%
40%
10%
response
Not Exactly
listen but not actively
yes
Don`t care
Response of Open ended question Have you listen song being played ?is
being recorded and articulated and result is as follow