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8/9/2019 Retail Finalll
1/21
Keka Bhattacherji- 01
Shaanam Sameen- 20
Manali Singh- 22
Rumi Mazumder- 33
Rishu Ranjani- 45
Retail MarketingRetail marketing in the Ft!ear "ndustr#$ %hrugh &ser'atinal
research in retail stres and e-tail !e& stres(
“You have brains in your head . You have feet in your shoes. You can steer
yourself in any direction you choose.”
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"ntrductin
Retail marketing is the range ) acti'ities undertaken a retailer t *rmte
a!areness and sales ) the cm*an#+s *rducts( %his is di,erent )rm thert#*es ) marketing &ecause ) the cm*nents ) the retail trade such as selling
.nished gds in small /uantities t the cnsumer r end user usuall# )rm a
.ed lcatin( Retail marketing makes use ) the cmmn *rinci*les ) the
marketing mi such as *rduct *rice *lace and *rmtin( stud# ) retail
marketing at uni'ersit# le'el includes e,ecti'e merchandising strategies
sh**ing and cnsumer &eha'iur &randing and ad'ertising( Retail marketing is
es*eciall# im*rtant t small retailers tr#ing t cm*ete against large chain
stres(
"ndia is the !rld+s secnd largest *rducer ) )t!ear and the third largest
market )r it( nsumers s*end as much n )t!ear as the# d n their a**areland ther accessries leading t r&ust gr!th in the sectr( num&er )
*remium )t!ear &rands are )ra#ing int "ndia( "n )act a'ers !as the .rst
retailer t a**l# )r 100 !nershi* under the recentl# *ened F" in single
&rand retail( 6'en thugh the *er ca*ita she cnsum*tin in "ndia has gne u*
)rm 1(4 shes a #ear in 2004 t 2(5 shes *er #ear in 2012 it is still much &el!
the a'erage *er ca*ita she cnsum*tin ) .'e in de'el*ed cuntries(
%his re*rt cnsists ) three *arts$
Part A: Comparison Shopping
Part B: Retailer Analysis
Part C: Internet shopping Analysis
Kee*ing the )ll!ing in 'ie! !e ha'e selected four footwear retail outlets in
Ranchi( %he# are$
a( Bata&( 7ram*iansc( antalns
d( 8dland
%he product category is footwear( %he assortment under the categr# !e
ha'e selected is$
1( Flats2( Bellies3( Stiletts4( S*rt shes5( 8edges
1
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“You can’t buy happiness but you can buy shoes & that’s kind of the same thing”
art $ m*arisn Sh**ing
Parameters Bata Grampians Pantaloons Woodland
Variety
9eels
8edges
Bellies Flats
S*rt Shes
9eels
8edges
Bellies Flats
9eels
8edges
Bellies Flats
S*rt Shes
9eels Flats
S*rt Shes
Assortment
Brands$
:aturalize
:rth Star
m.t 9ush*u**ies(
;cal &rands
names nt
identi.ed(
des are
used tdistinguish(
Brands$ "nc( 5
at!alk uma
"n huse
&randed
shes !allets
jackets and&elts(
Serice
: dedicated
Salesman )r
each
custmer(
ssistance is
*r'ided !hen
asked(
%!
attendants )r
custmer
assistance(
rm*t
ser'ice( %!
attendants
readil#
a'aila&le and
)riendl#(
ttendants
!ere *resent
t gi'e
guidelines and
suggestins
!hen asked(
Price !Rs"
#eels 4
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and clutter-
)ree manner-
all!ing /uick
and eas# 'ie!
) cllectins(
leisure and
enj# their
sh**ing
e*erience(
'ype of
Retail
Institution
hain stre
"nde*endent
lcal retailer hain stre Brand utlet
“Give a girl the right shoes & she can conquer the world”
ata
aC %he retailer is majrl# directing the l!er incme gru*s and middle
incme gru*s ) them( %he minimum starting *rice ) a Bata )t!ear is
Rs( 1
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!n a num&er ) 'arieties ) she *airs at an a,rda&le *rice range
!uld *re)er 7ram*ians 'er thers(dC %he retail strateg# as ad*ted 7ram*ians sh!s that it targets nl#
)ashin cnscius #ung !men and !h !uld *re)er !ning
trendiest shes at an a,rda&le *rice( But the# ha'e 'erlked the
)act that selecti'e in'entr# is making them lse custmers( %heirmerchandise is &eing liked &ut !hen *e*le d nt get enugh )
'arieties in their desired clurs and sizes the# )eel discuraged t 'isit
the stre again and !uld *re)er ging t ther sh*s and *r&a&l#
the# !uld nt mind *a#ing a higher *rice )r the &randed )t!ear(
%he strateg# is e,ecti'e till the time custmers .nd !hat the# lk )r
in terms ) clur and size and lastl# the stck ) )ashina&le )t!ear
is ne ) the &est that culd &e )und in Ranchi and is a **ular
destinatin )r )t!ear sh**ing amng the #ung !men( “The eyes can mislead, a smile can lie, but the shoes always tell the truth”
!antaloons
aC %arget Market- Fashina&le A u**er-middle class *e*le( Because
*rducts are nt that chea*(&C %he retailer *r'ides 'ariants ) di,erent size sha*e and clur A )
gd /ualit#( "t als kee*s changing the *attern accrding t the
changing trends(cC "t is an rganized retailing !here a large 'ariet# ) &rands are *resent
A the stck is huge under ne r)( "t als has gd!ill(dC Ger# e,ecti'e( "t has sale seasns Ht!ice a #ear Iul-au Ian-.&C !here
*eak sale takes *lace( "t als ,ers di,erent 'ariants(
"oodland
aC %he target custmers ) 8dland are mainl# the *e*le !h g )r
skate&arding ra**elling muntain &iking ra)ting and trekking( %he sle
) the shes are made as such t cater the needs ) the a&'e mentined
acti'ities( But tda# 8dland is als keen t satis)# the re/uirements )
cr*rate *e*le and *atients su,ering )rm *ain in their legs(&C %he retailer *a#s mre attentin t thse custmers !h attend their stre
regularl#( %he# &ring and kee* the )t !ears as *er the chice and
re/uirements ) their target custmers( %he# als tr# t match !ith the
e*ectatins ) their custmers and send them regular calls and
messages !hen ne! stck cmes in(cC %he retailer &uilds a lng term ad'antage 'er the cm*etitrs !ith its
/ualit# teture s*ecialized *rduct( 8dland is kn!n )r its rugged
)rm and cr*rate lk and it *a#s high attentin t!ards it t maintain
its image in )rnt ) the custmers( %he# gi'e an im*r'ed /ualit# ) )t
!ears !hich !e d nt get in ther &rands( "t als *rmises t gi'e an
e'erlasting )eature )r the shes !hich is less seen in ther &rands(
9ence it *r'es t &e &etter than its cm*etitrs(
dC 6ach retailer shuld ha'e a 'er# e,ecti'e retail strateg#( "t shuld &emade as such that it attracts mre custmers and cater the needs ) each
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indi'idual 'isiting the retail stre( %he nsumer Beha'iur *attern shuld
&e !ell anal#sed and studied and accrdingl# the custmers shuld &e
treated( %he main aim ) an# retail is t esta&lish its &rand( %he &etter the
strateg# the mre num&er ) *e*le !ill &e 'isiting the stre )r mre
*urchase( 8dland itsel) is a kn!n &rand and its retail utlet is /uite
e,ecti'e t ser'e the needs ) its target custmers(
”#here are two things you can never have too many of$ good friends & good
shoes%”
art B$ Retailer nal#sis
ata
%he retailer is majrl# directing its e,rts t the l!er incme gru*s and middle
incme gru*s in Ranchi( Bata )t!ear ranges )rm Rs( 1
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%he lighting des highlights the *rducts and it is eas# )r the custmers t see
the )t!ear tr# them n and make their chices( %he s*acing &et!een the
racks is *r*er s that the custmers can !alk arund and lk arund at all the
)t!ear dis*la#ed(
%he .tures are cnsistent !ith the merchandise and the 'erall am&ience ) thestre and are ca*a&le enugh t &ring the sh**ing mdJ
%he .tures *rtra# that stre is !ell-rganized and the takes *r*er care that
the custmers )eel cm)rta&le !hiles sh**ing(
III( Promotion
%he stre+s signage has hel*ed the &rand a lt and let it e'l'e as ne ) the
mst *re)erred &rands in )t!ear in "ndia( "t cntri&utes t the e,ecti'e selling
) merchandise( %he !all s*aces ha'e &een used creati'el# *r*er
arrangement ) racks and shel'es in the stre !hich )acilitates the custmers ttake a tur ) the stre( %he sales sta,s d nt *r'ide much ) suggesti'e
selling( s there is arund > sales sta, in the entire stre s !hen the num&er )
custmers in the stre is large *r'iding suggestins t each custmer &ecmes
dicult( %he sales sta,s are )riendl# and hel*)ul(
“ife is too short to wear boring shoes”
%he image ) the sta, is cnsistent !ith the image ) the stre( ll the sales sta,
!ears the same clur shirt !ith Bata im*rinted n it s that the# are easil#
identi.a&le( %he# als are kn!ledgea&le a&ut the *rducts in the stre and
hel* the custmers in &etterment ) their sh**ing e*erience(
IV( %ayout
%he stre la#ut hel*s in dra!ing *e*le thrughut the stre( %he *lacement )
racks and the s*acing &et!een them is a**r*riate( !ide 'ariet# ) )t!ear is
ke*t n a rack !hich is *laced right in the middle ) the stre &eside the
entrance dr( reati'e use ) the staircase has &een dne *utting u* a shel)
at e'er# ste* n the side s that maimum num&er ) *rducts culd &e
dis*la#ed and the custmers can ha'e a lk as the# clim& each ste*(
%he la#ut !ith the *r*er lightings and rganized dis*la# ) *rducts intends t)acilitate the *urchases(
V( *erchandising
%he retailer uses techni/ues such as cu&es racks and shel'es )r achie'ing
greater s*ace *rducti'it#(
%here retailer shuld tr# t dis*la# its *rducts !ith the hel* ) *sters n the
!alls ) )t!ear(
Des the retailer has rganized merchandise *r*er dis*la# ) the *rductsand ,ering a !ide range ) )t!ear t its custmers( 9!e'er the retailer
>
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culd im*r'e u*n the range ) *rducts it ,ers( %he retailer shuld tr# t
target and ha'e mre *rducts accrding t their tastes and *re)erences(
VI( Summary
%he )t!ear in the stre seems a little ut ) )ashin( S the stre is nt a&le t
)etch mre ) #ung custmers( %here)re the retailer shuld ha'e mre trend#
and )ashina&le )t!ear s the mre #ung custmers are lured( %his in turn is
likel# t increase the sales(
E ' woman with good shoes is never ugly”
Grampians
I( APP+ARA,C+:
%ocation$ Main rad and anch'ati Ranchi
rminent lcatin )r the streL the la#ut design and 'isual merchandising
techni/ues used are in s#nc !ith the eterir ) the stre and its lcatin(
"t is a she-stre and the lighting and designing tries t attract #ung !men
!here a lt ) latest designed shes are a'aila&le at a chea*er *rice than the
&randed nes(
Am-ience: %he am&ience is /uite cnsistent !ith the merchandise that it
*resents( s a custmer m# e*ectatins t .nd ne! trends in the shes
segment are met thugh the sizes are nt )und )r man# ) the t#*es that ma#
attract me as a custmer( "n'entr# le'el is nt 'er# high(
Re.uirements: %he stres are ding )airl# !ell )r the target segment s n
ren'atin !uld &e recmmended( 7ram*ians is !ell kn!n amng the #ung
!men )r its merchandise and &th the sh*s are !ell maintained(
Improements: "t is suggested that the in'entr# le'el shuld &e a little mre
than !hat it maintains right n! since mre clurs and sizes are nt a'aila&le
=
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)r man# ) the designs( ls the num&er ) assistants !hich is currentl# ne r
t! at the anch'ati stre shuld &e increased during the )esti'e seasns(
II( $I/'0R+S
%he lighting highlights the merchandise that is the shes and als *resence )
glasses and trans*arent *lastics adds n t the e,ect ) nen lighting and thus
ca*tures a md ) )ashin and trendiness !hich an# mdern !man !uld like
t )ll!( t a chea*er *rice it gi'es an **rtunit# t a mdern #ung !man t
&st her cn.dence )ashina&l#(
%he .tures are cnsistent !ith the shes and the 'erall am&ience ) the stre(
%he .tures *rtra# an image ) )ashina&le stre )r the trend# and )ashin
cnscius !men(
III( PR1*1'I1,
%he stre+s signage is nt 'er# attracti'e( Iust the signage des nt *r'ide
enugh in)rmatin a&ut the merchandise it deals !ith( : theatrical e,ects
ha'e &een used t hel* sell the merchandise that is the shes( %he !all s*ace
has &een e,ecti'el# used t dis*la# shes in a num&er ) shel'es )rm t* t
&ttm and at the entr# *int(
“(ew shoes cure the blues”
%he sales sta, d nt seem t &e ding suggesti'e selling at the 7ram*ians
anch'ati stre !hile the Main Rad stre sta,s des a little amunt )
suggesti'e selling !hen the custmer seems t cn)used a&ut her chice(
%he sales sta,s ) 7ram*ians are )riendl# and hel*)ul( %he image ) the sta,s is
cnsistent !ith the image ) the stre(
IV( %A210'
%he stre la#ut hel*s *e*le m'e thrughut and chse their shescm)rta&l#( "t dra!s *e*le t!ards 'isiting the stre(
%he la#ut is a kind ) grid-la#ut !here custmers m'e thrughut the stre
seeking )r their designs ) interest and less ) s*ace is !asted and a greater
utilit# achie'ed(
r&a&l# a kind ) grid la#ut is used 7ram*ians !here the r and shel'es
are used )r kee*ing the shes(
G( *+RC#A,&ISI,G
?
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: merchandising techni/ue has &een used )r achie'ing greater s*ace
*rducti'it#(
%here are dis*la#s ) the di,erent kinds ) shes mdels &ut all the di,erent
a'aila&le clurs are nt dis*la#ed at the same time( "t is im*rtant t dis*la#
the shes a'aila&le in the sh*( %here is n etra dis*la# ) the merchandise(
s a lcal inde*endent retailer 7ram*ians has rganized its stres /uite
ecientl#( %he nl# im*r'ements that can &e suggested !uld &e t u*date
their stcks and in'entr# le'el since mst ) the *e*le agree n the )act that
7ram*ians *r'ide gd and trend# shes at an a,rda&le *rice this )eed&ack
!as cn.rmed custmer+s reactin !hile the retail stud# !as carried n
me(
VI( S0**AR2• % im*r'e the in'entr# le'el
• % em*l# mre sta,s during )esti'e seasns
• % encurage suggesti'e selling all the sta,s
• % create a &etter signage at the entrance )r .rst time &u#ers(
E ' woman can carry a bag but it’s the shoes that carry a woman”
!antaloons
I( APP+ARA,C+( Des( %he eterir ) the stre is cnsistent !ith the interir !ith a
*r*er stre la#ut ) ha'ing three rs mdern design A 'isual
merchandising techni/ues( %he interir !alls are made u* ) dark !d
and tiles gi'ing it a cntem*rar# lk( is*la# ) merchandise has
&een s*aced ut uni)rml# gi'ing its custmers rm t !alk arund at
their leisure and enj# their sh**ing e*erience. Pantaloons is a hain
Merchandise Stre !hich is tr#ing t attract the **er-middle class
custmers(B( Des( %he am&ience is st#lish A )ashina&le like the *rducts ,ered( s
a custmer " am satis.ed !ith the &rands /ualit# ) the *rduct A the
am&ience( But )t!ear cllectin can &e increased A mre 'arieties
shuld &e included(( :( %he am&ience St#le A ;a#ut is gd( But )t!ear sectin can &e
im*r'ed adding mre 'arieties A &rands(
II( $I/'0R+S
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( Des lighting highlights merchandise !ell( %he mirrr als makes it
cn'enience( hanging rm is !ell-lighted A manne/uins are als in
s*tlight( %he lighting *la#s an im*rtant rle in the sh!rm
climaticall# increasing its &eaut# !ith strategic accented highlights
!hile the clur scheme used in the stre is &right( %he r has &een
dne in mdern "talian tiles t *r'ide just the right amunt ) sheen t
the stre(B( Des( %he ele'atrs ( racks lights mirrrs etc( makes the 'erall
am&ience ) the stre cnsistent !ith the trend# merchandise (( Mdern A st#lish image is *rtra#ed the .tures !hich als adds t
cn'enience !hile sh**ing(
III( PR1*1'I1,( Des the stre signage e,ecti'el# sell merchandise( antalns is an
eminent name under Future gru* kn!n )r its gd /ualit# A
&randed *rducts(B( :( Des( %here are racks shel'es *sters A *ictures !hich kee*s changing
!ith )ashin trends(( Des( %he# in)rm a&ut the ne! arri'als r discunts( %he# als ans!er
all the /ueries(6( Des( %he sales sta, is )riendl# A hel*)ul( %he# assist in sh**ing
ad'ising A als letting t tr# ut the *rducts(
IV( %A210'( Des( ;i)ts A ele'atrs are *resent !hich makes it eas# t ha'e a *r*er
'ie! ) the entire stre( ll &rands has its !n s*ace( Men !men A
kids s sectin are *resent n di,erent rs i(e 7rund 1st A 2nd r(
%he manne/uins als attract the custmers sh!casing the ne! A
gd arri'als(B( %he stre is neat clean A *r*erl# rganised( "t+s mdern A e'er# r
has a cash A &illing sectin !hich )acilitates eas# *a#ment( %he
acce*tance ) &th credit A de&it card makes it )urther cn'enient )r
custmers( Pantaloons loyalty card i.e Green Card –“ife is short$ )ust buy the shoes%%” My Card My Way with the PAYBACK advantage offers a range of unique rivileges and
value added services to its !e!"ers( %he di,erent sectins n di,erent rs
makes eas# access )r sh**ing(( %he la#ut used is gd A n ther t#*e ) la#ut is re/uired(
V( *+RC#A,&ISI,G( Des( is*la# ) merchandise has &een s*aced ut uni)rml# gi'ing its
custmers rm t !alk arund at their leisure and enj# their sh**ing
e*erience( %here is a gd s*ace *rducti'it# !ith *r*er racks A
shel'es(B( Des( %he dis*la# ) clthes n Manne/uins the *sters etc( increases
interest( But )t!ear sectin needs mre ) dis*la#(( 6'er# r has a di,erent sectin( 7rund r-!men 1st r- girls
kids A s*rts she sectin )r all hme- )ashin %* r- men(
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VI( S0**AR2 8ith a hst ) eclusi'e ,erings cu*led !ith ece*tinal custmerser'ice and an in'iting atms*here antalns *rmises t &e thehea'en )r all sh*ahlics in Ranchi( But antalns can im*r'ethe sh**ing e*erience im*r'ing n certain as*ects( %hes*rts she sectin is nt u*-t-the mark es*eciall# )r girls( Mre'arieties in Shes shuld &e &rught alng !ith sme ne! &rands(
“*eep your heels+ head & standards high”
"oodlands
I( APP+ARA,C+
%he stre la#ut design and 'isual merchandising techni/ues are nt cnsistent
!ith the eterir ) the stre( %he s*ace utilit# is small and thus the dis*la# )
the *rducts is nt ade/uate( *ersn can see the large stck ) *rducts
a'aila&le nl# !hen he enters the sh*( %he 'isualizatin ) the stre cannt &e
thught and cm*ared nl# seeing its eterir( %he lcatin ) the stre
cm*letel# justi.es !ith its high sale as it is situated in the central lcatin ) the
cit#(
"t is a S*ecialit# Stre and a Brand @utlet( %he target custmers ) 8dland are
mainl# the *e*le !h g )r skate&arding ra**elling muntain &iking ra)ting
and trekking( %he sle ) the shes are made as such t cater the needs ) the
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a&'e mentined acti'ities( But tda# 8dland is als keen t satis)# the
re/uirements ) cr*rate *e*le and *atients su,ering )rm *ain in their legs(
Des( %he am&ience satis.es the merchandise *resented in the stre( But t sme
etent it als needs mdi.catins( %he *lace utilit# is small s all the *rducts
are nt dis*la#ed *r*erl#( %here is same design ) shes ehi&ited dail# in same)ashin !ithut an# changes(
Sme ) the im*r'ements can &e$ straight drs can &e like rlling circular
nes le'el ) cu*&ards can &e made mre distinct s that the dis*la# ) items
is mre and can &e in the eas# reach ) custmers and the am&ience shuld &e
changed in )re/uent inter'als in sme theme t attract the ladies(
$I/'0R+S
Des( %he lighting inside the stre des ca*ture the md ) the *ersn inside( But
t sme etent this area als needs attentin( Feeling ) satis)actin des nt*ersist( %here is als n )eeling ) im*ulse &u#ing seeing the )t !ears( "t shuld
&e mre tem*ting and attracti'e in rder t d!n*la# its un!anted )eatures(
%he stre ,ers a !ide 'ariet# and range ) )t !ears( But it is nt cnsistent
!ith the .tures( : *r*er dis*la# is there and smetimes sme 'ariet# )
shes is &rught )rm the interir stck( %he large 'arieties ) shes that
8dland ,ers d nt seem t &e a'aila&le in this *articular stre(
@nce the *ersn ges thrugh the .tures ) the *rducts &eing ,ered
8dland she &ecmes assured that she !ill get the re/uired thing t her
utmst satis)actin( "t is !ell kn!n )r its rugged image &ts and cr*ratelk(
II( PR1*1'I1,
%he eterir signage creates the .rst im*ressin ) a stre( %he lg i(e( the tree
cmmunicates the name as !ell as the character ) the stre( %he signage )
8dland- the tree clearl# strikes a &alance &et!een the rugged )rm and its
surrundings !hile kee*ing its distincti'eness( %he sign als di,erentiates it !ith
ther &rands(
“,inderella$proof that a new pair of shoes can change your life”
%he interir signage has s*eci.c rles$ selling merchandise gi'ing in)rmatin
and *r'iding directin inside the stre( i,erent signs )ten *er)rm di,erent
tasks( Des( %he retailer has im*r'ed its merchandise im*r'ing its
t#*gra*h# kee*ing in mind the clarit# and the stre *ersnalit#( 9igh reecti'e
sur)aces are used that distrt the sign( %he eterir signs are illuminated
using tu&es and s*tlights(
r*er usage ) the !all s*ace is surel# dne &ut it re/uires mre mdi.catins(;a#ers ) shel'es can &e made )r the dis*la# ) )t !ears( %here shuld als &e
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shel'es n the glass !ind! s that *e*le *assing can ha'e a glim*se )
the items dis*la#ed(
%here is suggesti'e selling nl# t its kn!n custmers( lad# 'isiting the stre
)r the .rst time des nt get *r*er attentin( But in the same manner i) she is
a regular custmer t that stre she gets suggestins as !ell as the guidance( %here ma# &e smetimes recmmendatins t the *atients )r sme s*ecial
)t !ears &ut nl# !hen asked(
suall# the sales sta,s are 'er# crdial !ith the custmers( %he# are )ten
hel*)ul !hen the lad# des nt .nd the suita&le she as *er her chice and
re/uirements(
8dland itsel) is a kn!n and a re*uted &rand( "t des nt get a,ected !ith the
image ) the sta, )r its *rmtin( But de.nitel# the &eha'iur ) the sta, !ill
accelerate its sale( "n the *articular stre !e 'isited the image ) the sta, !as
nt cnsistent !ith the &rand(
III( %A210'
%he *lace utilit# &eing small des nt all! the custmers t lk thrugh all the
*rducts( r*er dis*la# ) the di,erent 'arieties ) )t !ears are nt there(
;adies ha'e t search )r heels at ne shel) and &ellies n the ther( %he# are all
mied and arranged n the same shel)( Mied t#*e ) la#ut is used( "t shuld &e
mre s*ecialized( %here shuld &e di,erent la#uts )r di,erent 'arieties ) )t
!ears( lace utilit# shuld &e e*anded( @ne shel) !uld cntain the s*rtsshes )r ladiesL the ther shuld entirel# cntain the heels and stiletts and
then the shel) )r &ellies( %his !ill sa'e time and ena&le the *ersn t g straight
and *ick u* the )t !ear ) her chice( She can als see t the *rducts she
!ants less than ne shel) nl#(
IV( *+RC#A,&ISI,G
%he retailer has used the !all s*ace e,ecti'el#( %here are shel'es !hich cntain
the shes( But there is a *ssi&ilit# t kee* mre num&er ) shel'es( %he
di,erent 'arieties ) )t !ears are nt ke*t in *r*er rder( %here is n s*ecial
techni/ue used !hich can minimize the n-selling s*ace(
@ne t#*e ) methd has &een used here !hich can increase the sales( %here are
manne/uins !earing the s*rts shes and sandals !hich attract the ladies !h
!ant t *urchase them(
%he cm*lete merchandise ) the retail stre )r the ladies is nt s rganized(
*r*er la#ut ) )t !ears is missing( %he entire range ) *rt)li ) *rducts
Hladies )t !earC !hich eist in 8dland &rand cannt &e )und here in the
Ranchi stre that !e 'isited(
“*eep calm and wear heels”
13
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art $ "nternet sh**ing nal#sis
'he Retail We-sites chosen:1( Ia&ng2( M#ntra3( De&hi4( Fli*kart
'he Retailers chosen:1( didas2( uma3( Ree&k4( :ike
Reasons for choosing Retailers:1( %* &rands2( 7d /ualit#3( Reasna&le *rice4( Mst recmmended5( ;arge assrtment ) *rducts>( n'enient
Comparison of %ocal s( Internet shopping:
"n a retail stre !e are all!ed t see and tuch the *rducts t make sure !e
are getting !hat !e !ant( Shel'es carr# &es cntaining *rducts !e read
*rduct in)rmatin n the & and *erha*s *en the & t eamine the
cntents( 8e can ask /uestins ) a stre clerk !hile in sme stres
sales*e*le acti'el# tr# t assist(
@nline stres h!e'er nl# all! us t lk at *ictures and read *rduct
in)rmatin( %he &est nline stres thugh are a&le t *r'ide mre *rductin)rmatin nline than a retail sh**er might .nd( Smetimes this !ealth )
in)rmatin can make u* )r the a&sence ) a sales*ersn( But the &etter stres
are *r'iding sme kind ) li'e chat r instant *hne call t ans!er /uestins(
%he cm*etitin that retail stres )ace is mainl# )rm ther stres !ithin dri'ing
distance( "t ma# &e .erce n the lcal )rnt &ut at least the num&er )
cm*eting stres is .nite( Fr nline stres n the ther hand the cm*etitin
can seem almst in.nite( Since gegra*hic &arriers *se little limitatin t
sh**ers(
%here is much mre 'ariet# nline than in a &rick and mrtar stre( %his is due tthe limitatins ) s*ace and cst ) land(
14
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Internet Shopping
Adantages:1( Sa'es time that !e d nt ha'e the luur# t !aste(2( Mre 'alue )r mne# as mst nline sh*s &eat each ther+s *rices(
%here are mre ,ers discunts s*ecial deals and *rmtins t lure
custmers t s*eci.c sites(3( Sa'es mne# n *etrlNdiesel used t g t stres(4( mre detailed decisin can &e arri'ed at ding research n the
*rduct+s re'ie!s and the *rduct instead ) just a *ersuasi'e sales *itch
)rm a sales *ersn(5( 9me deli'er# is a &ig *lus *int(
&isadantages:1( %he *ersnal tuch is missing(2( Fear ) &gus sites t scam credit cards(3( ctual *rducts ma# 'ar# )rm the *ictures dis*la#ed nline(4( eli'er# time is lng as **sed t *icking u* smething )rm a stre(5( %here might &e cases ) lss in transit and deli'er# time ma# eceed the
*rmised date ) deli'er#(>( %here ma# &e additinal shi**ing charges(=( 9assle ) return ) *rducts i) a !rng size is *urchased and als )ll!ing
u* n re)und ) mne# ma# &e an issue(?( %he /ualit# ) the *rduct cannt &e judged accuratel# &ecause the tuch-
and-see element is missing(
"n cnclusin nline sh**ing has the *tential t make li)e cn'enient )r
us( 8ith the increasing cst ) )uel it has &ecme e'en mre attracti'e t
ski* the mall and retail stres unless there+s a s*ecial huge sale(
15
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Comparison of Retail o3erings of the Product:
R+'AI%W+BSI'+
*yntra 2e-hi
R+'AI%+R
Ree&k didas
PR1&0C'
40A%I'2
Ree&k 8men Black;ite Strike S*rts Shes$Rund ted has central
lace-u*s and l! t*st#ling( Mesh u**er !ith
s#nthetic 'erla#sstitch detailing*er)ratins )r
&reatha&ilit# multi*le&randing and rein)rcedheel cllar( Full length
#ln midsle )radditinal su**rt(
%ugh ru&&er utsle!ith e gr'es andlugs )r tractin anddura&ilit# slightl#
arched at the mid)t(8arrant#$ 3 mnths
against manu)acturingde)ects
didas &lue !men runningshes$ Features a cm)rta&le
)t &ed and *res that let #ur)eet &reathe( "ts )unctinalit#
dura&ilit# and st#le /utient is amust ha'e( ;ace u* *attern !ith
stitched detailing(
PRIC+ Rs( 1
8/9/2019 Retail Finalll
18/21
Returns 5
Refunds
30 da#s return *lic#H:t a**lica&le n
select *rductcategriesC
Return *rducts in
riginal *acking !ithdcuments(Sel)-shi*$ Rs( 100reim&ursed i) sel)-shi**ed n return(
ick u*@nl# size echanges are
all!ed(ancelledNn-
deli'eredN;st rders-m*lete re)und
including shi**ing
charges(Re)unds$ redit accunt
!ith cash &ack(
30 da# return I#( H:ta**lica&le n select *rduct
categriesCRs( 100 re)unded in case ) return thrugh lcal curier(Return *rducts in riginal*acking !ith dcuments(
M# 8allet$ igital !allet hldscash electrnicall# !hen
re)unded )r )uture *urchases)rm De&hi registered users(
Re)und in ash r 8alletencashment all!ed u* t 30
da#s )rm re)und in M# !allet(
Shipping 5
'rac6ing
Free shi**ing !ithin"ndia n all *rducts
*urchased at its!e&site(@rder can &etracked n this link -
htt*$NN!!!(m#ntra(cmNregister(*h*Q
'ie!m#rders(@rder
deli'ered !ithin =&usiness da#s(:internatinal shi**ing(
@rders deli'ered !ithin 5&usiness da#s(@rders thrughs*eed *st deli'ered !ithin 20
&usiness da#s(@rders tracked nOM# rdersO n !e&site(Shi**ing
charges ) Rs( =5 n rders
&el! Rs( 500(
&+SIG,1$
W+BSI'+
ggregatr ) man#&rands(
Made in 9%M; usingan'as des nt useFlash as a *lat)rm(
Fashin *rtal-)ashin
trends ti*s A cntenta'aila&le t(
%his is an e-cmmerce *rtal*erated S@%; !hich runs
an nline retail stre n the8e&site(
+AS+ 1$W+BSI'+
;imited assrtmenteasier t na'igate
thrugh all *tins(ustmer ser'ice isgreat accrding t
re'ie!s(
ustmer Re'ie!s n custmerser'ice nt s great(:a'igatin is eas#(
1=
8/9/2019 Retail Finalll
19/21
C%1SI,G1$ SA%+
urchase made( : *urchase made(
R+'AI%
W+BSI'+
7a-ong $lip6artR+'AI%+
R :ike uma
PR1&0C'
40A%I'2
Ballista "' 7re# running shes$**er material ) she made
ut ) mesh the sle is ) leather h!e'er the inner liningis nn-leather( %he shes !ere
gre# and ,ered a !arrant# ) >mnths against manu)acturing
de)ects(
uma is % "" Running Shes$"njected 6G % rch %ech
Shank and ru&&er cra)tingthese shes are the e*itme )
cm)rt and st#le(
PRIC+ Rs( 25
8/9/2019 Retail Finalll
20/21
Shipping 5
'rac6ing
eli'er# ) mst *rducts !ithin2-5 &usiness da#s( Select*rducts take lnger 2-?
&usiness da#s-marked OSld artnerO
Shi**ing charges a**lica&le )rselect *laces(
"nternatinal shi**ing a'aila&le(@rder can &e tracked
tracking num&er sent 'ia mailand tet(
eli'er# time de*ends n$aC Seller
&C 'aila&ilit# ) *rductcC estinatin t &e shi**ed t
: hidden charges(
"nternatinal shi**ing nta'aila&le( @rder tracked
tracking num&er( %et recei'ed n the da# )
deli'er# !ith deli'er# *ersnTsname A cntact(
&+SIG,1$W+BSI'+
lean and &eauti)uldesignrrect s*elling and
grammar("mage @*timizatin$Share image Signs ) scialsharing 1( dd-ns ;"K6$ FB
%!itter;inks t trust!rth#surces( 9igh-/ualit# images
and 'isuals(Slid detailedcntent u*dated )re/uentl# )
all &rands(resence ) cmmunit# and cn'ersatin
thrugh cmments
Fli*chart+s !e&site is ne ) thet* 20 "ndian !e&sitesFli*kart isan "ndian e-cmmerce cm*an#
+AS+ 1$
W+BSI'+
6as# na'igatin(* u* discunt cu*ns(
ustmer care num&er and mail
" a'aila&le readil# n !e&site(;ads n an a'erage ) 3(?? sec
accrding t research(
6as# na'igatin(* u* discunt cu*ns(
ustmer care num&er and mail" a'aila&le readil# n !e&site(
C%1SI,G1$ SA%+
: *urchase made( : *urchase made(
'he $inal Choice
)ter much research and anal#sis ) s*rts shes &eing ,ered n the num&er )
retail !e&sites M#ntra !as the .nal chice( *urchase ) Rs(1
8/9/2019 Retail Finalll
21/21
lthugh it !as an etra *inch in the !allet it scred )ull marks in utilit# and
st#le(
nclusin
"n cnclusin !e !ill thr! sme light n the retail industr# in "ndia( "t accunts
)r arund 14-15 *ercent ) the grss dmestic *rduct( %he "ndian retail
industr# is estimated t &e !rth arund SU 500 &illin currentl#( "ndia is hme
t the t* .'e retail markets in the !rld( She hlds immense sc*e )r gr!th
and **rtunities in this arena(
"ndia has als all!ed 'erseas in'estment in its su*ermarket sectr in
Se*tem&er 2012(%he market size is as )ll!s$
• Retail market has e*anded 10(> *ercent &et!een 2010 A 2012(
• Fd and grcer# is the largest categr# !ithin the retail sectr H>0C
• F" in!s in single &rand retail trading during *ril 200 t Iune 2013
stands at SU ( millin as *er "(
"ndia is als the !rld+s third largest "nternet user a)ter hina and the S( %hus
nline retail !e&sites ha'e !itnessed a >5 *ercent rise in trac( %hus 6-tailing
has &ecme a huge &usiness tda#(
%his re*rt has a detailed anal#sis ) the di,erent she retail stres in Ranchi
alng !ith )ur retail !e&sites( "t has hel*ed us t understand and learn a&ut
retail marketing in de*th )rm the *int ) 'ie! ) the Ft!ear "ndustr#(
20