1.INTRODUCTION TO THE RETAILING SECTOR RETAIL CONCEPT The distribution of consumer products begins with the producer and ends at the ultimate consumer. Between the producer and the consumer there is a middleman---the retailer, who links the producers and the ultimate consumers. Retailing is defined as a conclusive set of activities or steps used to sell a product or a service to consumers for their personal or family use. It is responsible for matching individual demands of the consumer with supplies of all the manufacturers. The word ‗retail‘ is derived from the French work retailer, meaning ‗to cut a piece off‘ or ‗to break bulk‘. A retailer is a person, agent, agency, company, or organization which is instrumental in reaching the goods, merchandise, or services to the ultimate consumer. Retailers perform specific activities such as anticipating customer‘s wants, developing assortments of products, acquiring market information, and financing. A common assumption is that retailing involves only the sale of products in stores. However, it also includes the sale of services like those offered at a restaurant, parlour, or by car rental 1 agencies. The selling need not necessarily take place through a store. Retailing encompasses selling through the mail, the Internet, door-to-door visits---any channel that could be used to approach the consumer. When manufacturers like Dell computers sell directly to the consumer, they also perform the retailing functionRetailing has become such an intrinsic part of our everyday lives that it is often taken for granted. The nations that have enjoyed the greatest economic and social progress have been those with a strong retail sector. Why has retailing become such a popular method of conducting business? The answer lies in the benefits a vibrant retailing sector has to offer—an easier access to a variety of products, freedom of choice and higher levels of customer service. As we all know, the ease of entry into retail business results in fierce competition and better value for customer. To enter retailing is easy and to fail is even easier. Therefore, in order to survive in retailing, a firm must do a satisfactory job in its primary role i.e., catering to customers. Retailers‘ cost and profit vary depending on their type of operation and major product line. Their profit is usually a small fraction of sales and is generally about 9-10%. Retail stores of different sizes face distinct challenges and their sales volume influences business opportunities, merchandise purchase policies, nature or promotion and expense control measures. Over the last decade there have been sweeping changes in the general retailing business. For instance, what was once a strictly made-to-order market for clothing has now changed into a readyto-wear market. Flipping through a catalogue, picking the right colour, size, and type of clothing a person wanted to purchase and then waiting to have it sewn and shipped was the standard practice 2 in the earlier days. By the turn of the century some retailers set up a storefront where people could browse, while new pieces were being sewn or customized in the back rooms. Almost all retail businesses have undergone a similar transition over the years. DEFINITION AND SCOPE OF RETAILING: The word retail is derived from the French word retaile, meaning to cut piece off or to break bulk In simple terms, it implies a firsthand transaction with the customer. Retailing can be defined as the buying and selling of goods and services. It can also be defined as the timely delivery of goods and services demanded by consumers at prices that are competitive and affordable. Retailing involves a direct interface with the customer and the coordination of business activities from end to end- right from the concept or design stage of a product or offering, to its delivery and post-delivery service to the customer. The industry has contributed to the economic growth of many countries and is undoubtedly one of the fastest changing and dynamic industries in the world today. TYPES-OF-RETAIL-OPERATIONS: Retail operations enable a store to function smoothly without any hindrances. The significant types of retail operations consist of: Departmentstore Specialtystore Discount/MassMerchandisers 3 employee management. pricing. sales and promotions. including point of sale. customized reports.Warehouse/Wholesaleclubs Factoryoutlet Retail Management System targets small and midsize retailers seeking to automate their stores. and information security. 4 . operations. The package runs on personal computers to manage a range of store operations and customer marketing tasks. customer management and marketing. inventory control and tracking. STRUCTURE OF RETAIL INDUSTRY The retail industry continued in India in the form of Kiranas till 1980. Systematization and consolidation. the Indian retail industry has finally begun to move towards modernization. Organized Retail Sector: After 50 years of unorganized retailing and fragmented Kiranas stores. Today. Traditionally retailers have had localized operations. many companies started pouring in the retail industry in India like Bombay Dyeing. This localized nature of the industry is Changing as retailers face lower growth rates and threatened profitability in home Markets. modernization is the catch phrase and the key to understanding retail in the next decade. Soon. As has been mentioned earlier the retail sector in India can be widely split into the organized and the unorganized sector. 5 . Grasim etc. following the modernization of the retail sector in India. as a result of good performance of IT. They have cross-country chain operations with centralized sourcing and a hub-and-spoke distribution. Service and Infrastructure sectors. 6 .New geographies help them sustain top line growth in Addition to enabling global sourcing and encasing on global advantages of getting the best products at optimum prices. furniture and clothing. Carrefour is the global major in this format. supermarkets. department stores and even changing the traditional looks of bookstores. and furnishing stores. household goods and personal care Hypermarkets: Huge stores over 40000 sq ft situated outside the town with ample parking space aimed for bulk purchases stocking electronics. More and more players are entering the retail business in India to introduce new formats like malls. Makro and Sam's Club are leading players in this format. discount stores. Organized retail formats prevalent globally Supermarkets: Self-service 4000-20000 sq ft stores with shopping carts typically focused on regular groceries. Mass merchandisers: Large destination stores that sell everything at competitive prices. chemist shops. There has been a boom in retail trade in India owing to a gradual increase in the disposable incomes of the middle class households. One of main reason of not opening this sector to FDI is it may shrink the employment in the unorganized sector and expand that in the organized 7 . hand cart. Aldi is the world leader in this format Unorganized Retail Sector: The unorganized retail sector basically includes the local Kiranas. This sector constitutes about 98% of the total retail trade. the vendors on the pavement etc. As 70% of the employmentisgenerated in Agriculture sector. hence this form of retailing is widely seen in those areas and of course to some parts of the urban.Discounters: Aimed at bargain buyers offering less choice but deep discount on bulk sourcing deals through controlled inventory. There is a lot of hue and cry in the sector for opening of sector for direct investment from the foreign players. but government can not neglect the interests of small players. Raymond's.RETAILING SCENARIO IN INDIA Industry Evolution Traditionally retailing in India can be traced to the emergence of the neighborhood ‗Kirana‘ stores catering to the convenience of the consumer‘s era of government support for rural retail: Indigenous franchise model of store chains run by Khadi & Village Industries Commission 1980s experienced slow change as India began to open up economy. Textiles sector with companies like Bombay Dyeing. S Kumar's and Grasim first saw the emergence of retail chains later Titan successfully created an organized retailing concept and established a series of showrooms for its premium watches the latter half of the 1990s saw a fresh wave of entrants with a shift from Manufactures to Pure Retailers. Subhiksha and Nilgiris in food and FMCG.g. For e. Food World. 8 . Crossword and Fountainhead in books. At year end of 2000 the size of the Indian organized retail industry is estimated at Rs. with facilities like car parking targeted to provide a complete destination experience for all segments of with 3 V‘s . the sheer size this behemoth will develop into.Planet M and Music World in music. Post 1995 onwards saw an emergence of shopping centers. Variety and Volume Expanding target consumer segment: The Sachet revolution society Emergence of hyper and super markets trying to provide customer example of reaching to the bottom of the pyramid. is grabbing attention.000 crore ORIGIN IN INDIA Although retailing does not enjoy the status of an Industry. The changing socio economic patterns coupled with the consumption increase led to the emergence of the convenience stores. The origin of retail in India dates back to ancient times when the melas and mandis made their presence felt.Value. which 9 . mainly in urban areas. 13. became a part of the civic planning. coupled with the stringent provisions of the Rent Control Act. The next step was the commercial plazas. toilets and maintenance. ushered in the entry big international brands opening their exclusive showrooms.Shoppers‘ Stop. 12. The opening up of the economy only fueled this globalization. There are. The inconveniences caused by lack of parking place. Retail market for food and grocery with a worth of Rs. the scarcity of space.00. Furthermore around 15 million retail outlets help India win the crown of having the highest retail outlet density in the world.900 crore is the largest of the different types of retail industries present in India. which comprised merely shops offering a variety of goods and services clubbed together. 7.7 percent. This also explains why the Raheja‘s forayed into their retail venture. however. act as a dissuasive factor for many players to initiate operations in the main markets. The contribution of retail sector to GDP has been manifested below: Country Retail Sector's share in GDP (in %) India USA China Brazil 10 10 8 6 10 . The present value of the Indian retail market is estimated by the India Retail Report to be around Rs.43.000 crore($270 billion) and the annual growth rate is 5. certain bottlenecks as well. a typical Indian is most conversant with using credit cards than carrying money. Finance Minister P.a visit to a retail store appears to be more soothing for the generation-Y. Chidambaram's recent statement ―salaries ought not to be legislated‖ is a welcome move as most of the organized retail 11 . a major concern among policy makers. Retail sector is a sunrise industry in India and the prospect for growth is simply huge. This is a new revolution in the agricultural sector in India and will go a long way in amending the condition of agriculture.retailing has helped in removing the middlemen and has thus enhanced the remuneration to farmers. Rise in the purchasing power of Indians. Use of credit. retailing in India is superior to those of its contenders. 4. It currently employs about 7 percent of the total labor force in India. Comfortable Atmosphere. Some of them can be listed as follows: 1. The retail industry is the second largest employer in India. 2. The demand of new as well as second hand durables has risen throughout the country thus providing the incentive for taking up retailing.Continuation to GDP As can be clearly seen. This is led to shift of the consumer base towards supermarkets and make the payments in the form of credit. Favorable to farmers. 3. There are many factors that have stimulated the rise of the shopping centers and multiplexmalls in a jiffy. This has led to the generation of insatiable wants of the upper and middle class.the rise in the per capita income in the last few years has been magnificent. People and kids prefer to shop in an air conditioned. 000 sq ft and above. 12 . the Mumbai books retailer Crossword. service and entertainment. are focusing on specific market segments and have established themselves strongly in sectors. Ranges from 60. They lend an ideal shopping experience with an amalgamation of product.000 crore ($12.4 billion). RPG's Music World and the Times Group's music chain Planet M.55. It generates about Rs. Only 4.6% of the total retail trade is into organized sector.00. Specialty Stores: Chains such as the Bangalore based Kids Kemp. in proximity to urban outskirts. and Pantaloon.000 sq ft to 7. RETAILING FORMATS IN INDIA Malls: The largest form of organized retailing today. Located mainly in metro cities. The major and minor players desperately need to work hard in this direction so that next time the figures look more decent. Examples include Shoppers Stop. all under a common roof.is in private hands. Pyramid. offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. the biggest success is K Raheja's Shoppers Stop. Discount Stores: As the name suggests. Among these. discount stores or factory outlets. 13 .000 sq. The product category can range from a variety of perishablegoods Department Stores: Departmental Stores are expected to take over the apparel business from exclusive brand showrooms. ft) across India and even has its own in store brand for clothes called Stop. which started in Mumbai and now has more than seven large stores (over 30. These stores today contribute to 30% of all food & grocery organized retail sales. offer several brands across a single product category. feet located near residential areas. 14 . They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day. having a strong focus on food & grocery and personal sales. Prices are slightly higher due to the convenience premium.500 sq ft to 5.000 sq ft to 2.000 sq. seven days a week. These usually do well in busy market places and Metros. also known as Category Killers. These are located in or near residential high streets. catering to varied shopper needs are termed as Supermarkets.000 sq ft and large supermarkets ranging from of 3.000 sq ft. Super Markets can further be classified in to mini supermarkets typically 1. Hyper marts/Supermarkets: Large self service outlets. Convenience Stores: These are relatively small stores 400-2. Mob's : Multi Brand outlets. Real GDP growth accelerated from 7. Both existing and new players are experimenting with new retail formats. Consumer dynamics in India is changing and the retailers need to take note of this and formulate their strategies and tactics to deliver value to the consumer Indian economy has shown an impressive growth of over 6 per cent for last five years and continues to surge ahead. With strong economic growth consumerism is increasing in the country and India is the fourth largest economy as far as purchasing power parity is concerned. Currently two popular formats -hypermarkets and supermarkets are growing very fast.4 per cent during 2005-06 on the back of buoyant manufacturing and services activity supported by a recovery in the agricultural sector. Apart from the brick -mortar formats. brick -click and click-click formats are also increasingly visible on the Indian retail landscape.5% and subsequently maintained a steady growth for the next two years. The central bank forecasts similar growth of 7.CURRENT RETAILING SCENARIO IN INDIA The Indian retail sector is going through a transformation and this emerging market is witnessing a significant change in its growth and investment pattern. 15 .5 per cent during 2004-05 to 8.2. just behind USA. GDP growth rate in 2003-04 recorded a fifteen year high of 8.5-8 percent during 2006-07. Domestic retail majors have announced huge expansion plans. which currently accounts for about $6 billion.3 million) over the next two years in capacity expansion. the sector is likely to grow into a $200-280 billion enterprise by 2010. In the 1990s. multioutlet retail gained acceptance. the organized retail industry is expected to grow to $8 billion. Subhiksha are expected to invest over Rs6. American brand names such as Levi's and McDonald's clutter the plush air-conditioned malls as teenagers in low-cut jeans hang out in groups and cappuccino flowsatcoffeekiosks. The retail sector in India is on a veritable take-off stage and organized retailing. rapid expansion by existing players.NEW CHANGES IN THE RETAILING SECTOR Historically. which has since accelerated. Nothing seems to symbolize India's transformation from a stagnant Third World country into an emerging economic powerhouse as much as the sparkling new malls. Over the past few years. Shopper's Stop.50 billion (US$149. Companies such Lifestyle and as Pantaloon Retail. Overall. In 2005 itself. the Indian retail sector has been characterized by: larger store formats. the Indian retail sector has been dominated by small independent players such as traditional. with elaborate shopping malls and superstores springing up in all major cities. is expected to touch $17 billion by 2010. Trent. neighborhood grocery stores and "mom and pop" outlets. organized. 16 . and more players with a variety of formats. according to a recently released study by the Associated Chambers of Commerce & Industry (ASSOCHAM). India's retail landscape is changing. the consumer durables and infotech (CDIT) chain of Tatas. food. The website retails all the products available at Shoppers Stop stores.35 billion from the market. Shoppers Stop has bought the license for merchandising Zoozoo the brand mascot for Vodafone India In April 2008.and for further expansion New changes in shopperstop: Shoppers Stop retails a range of branded apparel and private label under the following categories of apparel.Trent Ltd. including apparel. New changes in croma: Croma. leather products.Shoppers Stop opened stores in Amritsar. Shoppers Stop launched its e-store with delivery across major cities in India in 2008. These are complemented by cafe. cosmetics and accessories. Similarly.18 billion to set up 17 new stores and expand existing ones by March 2008. Shopper's Stop has just closed a public offer meant to raise up to Rs1. personal care and various beauty related services. In October 2009. including two hypermarkets one each in Bangalore and Pune . entertainment. Shoppers Stop changed its logo and adopted the mantra "Start Something New mantra. accessories and home products. Bhopal and Aurangabad. the Tata group's retail arm. footwear. Proceeds from the issue will be used to set up 11 new stores. is getting into a new retail format to offer best-selling products from 17 . is set to use Rs1. fashion jewellery. The chain already has Croma Megastore (8.500-6. Croma runs 64 stores and posted revenues of Rs 1. including three in Chandigarh. chief executive officer of Tata Sons-owned Infiniti Retail. If we display one particular 32 inch model of a television.000 sq ft in size. that is it. It also plans to set up shop-in-shops inside Star Bazaar.540 crore for 2010-11. to boost revenues.000 sq ft). The stores under the new format are called ‗Croma‘ and will be of 4.000-12. The chain plans to set up eight stores under the new format in the coming months.‖ Set up in 2006. That forced us to reduce the size of our stores. 18 .000 sq ft) and Croma Zip (less than 3.its stores. It expects to achieve break-even at the company level by this financial year. Panchkula and Mohali in two months. We will not put one more set on display. It already runs two such stores in Bangalore and Pune. Ajit Joshi. which runs Croma stores said One golden rule we followed from day one is that we do not repeat SKUs (stock keeping units) in our stores. the hypermarket chain of group company Trent. New changes in hypermarkets: 19 . T. The predictions for 2008 is 7. 300 malls are estimated to be operational in the country. Property developers are creating retail real estate at an aggressive pace and by 2010.96 billion. The enormous growth of the retail industry has created a huge demand for real estate. India has topped the A. The organized retail market is growing at 35 percent annually while growth of unorganized retail sector is pegged at 6 percent. The Indian economy has registered a growth of 8% for 2007. With over 1.9%. India will need additional retail space of 20 . Organised retail is expected to garner about 16-18 percent of the total retail market (US $ 65-75 billion) in the next 5 years.HOW RETAILING IS EXPANDING/GROWTH OF RETAIL SECTOR An increasing number of people in India are turning to the services sector for employment due to the relative low compensation offered by the traditional agriculture and manufacturing sectors. Kearney‘s annual Global Retail Development Index (GRDI) for the third consecutive year. The Retail Business in India is currently at the point of inflection.000 supermarkets projected to come up by 2011. Rapid change with investments to the tune of US $ 25 billion is being planned by several Indian and multinational companies in the next 5 years. it is valued at about US$ 395. It is a huge industry in terms of size and according to India Brand Equity Foundation (IBEF).000 hypermarkets and 3.3. maintaining its position as the most attractive market for retail investment. the retail business in India is estimated to grow at 13% from $322 billion in 2006-07 to $590 billion in 2011-12.000. According to the Icrier report. The unorganized retail sector is expected to grow at about 10% per annum with sales expected to rise from $ 309 billion in 2006-07 to $ 496 billion in 2011-12 21 .700.000.000.000. leaving a gap of 500.000 m2).000 m2) that needs to be filled. Current projections on construction point to a supply of just 200.000.000 sq ft (19.000 sq ft (65.000 sq ft (46. at a cost of US$15–18 billion.000.000 m2) as compared to today. and market profile in order to ensure a competitive edge. Retailers act as gatekeepers who decide on which new products should find their way to the shelves of their stores. 22 . they have a strong say in the success of the product or service launched by a business firm. and in the value chain in particular. The role of retailers in the present competitive environment has gained attention from manufacturers because external parties such as market intermediaries and supplying partners are becoming increasingly powerful. then to the retailer and finally to the user of the product. brand image. first within the company. ‗Marketers have to sell a new product several times.‘ It is a well-established fact that manufacturers need to sell their products through retail formats that are compatible with their business strategy. As a result. It is necessary for marketers of consumer products to identify the need and motivations of their partners in the marketing channel. A product manager of household appliances claimed.DRIVERS OF CHANGE IN RETAILING Changing demographics and industry structure Expanding computer technology Emphasis on lower costs and prices Emphasis on convenience and service Focus on productivity Added experimentation Continuing growth of non-store retailing. This is especially true in the case or new products. In today‘s competitive environment retailers have redefined their role in general. Accordingly the retailers too are fast adjusting to the changing consumer preferences. most of the traditional eating joints in India such as Haldiram. respectively). For example. Consumers are not only looking for the core products or functional benefits from the retailers but also the non-functional benefits. which need to be compatible with their lifestyles. While multinational retail chains are looking for new markets. redefining. Mass merchandisers (Wal-Mart. consumer spending is shifting from goods to services. The existing retail houses are also gearing up to face the emerging competition from the organized sector and the changing outlook of the consumers. For example. discount clubs (Subhiksha). while Wal-Mart and Target saw revenues grow (by 12% and 10%. department stores such as Saks and Federated 23 . manufacturers are identifying. and speciality retailers (Time Zone. so-called category killers (Home Depot. Tanishq) have all developed a successful retail models.TRENDS IN RETAIL FORMATS Retail industry is continuously going through changes on account of liberalization. In 2002. globalization and consumer preferences. the small mom-and-pop stores and the traditional department stores. Vishal chain). Big Bazaar). are finding the competition intense. Bikaner and Sagar Ratna have revised their product offerings and atmospherics on the lines of the multinational chains to compete with them and to serve changed expectations of the consumers. Mom-and-pop Stores and Traditional Kirana Stores The retail sector is changing as new store categories have started dominating the marketplace. or evolving new retail formats. At the same time. Small independent stores.com and First and second.experienced declining revenues (down 3% and 1% respectively). But even in the mass-merchandising segment. up from 4.5% in 2003). the competition is fierce. Many major retail organizations and manufacturers have online retail stores.6%. which are expanding retail e-commerce into new markets. Indeed. are now being followed by bricks-and-mortar and catalogue retailers like J. 24 . an increase of some 28% over the previous year and for e-tailing to comprise a bigger slice of the overall retail pie (5. E-commerce The amount of retail business being conducted on the Internet is growing every year. as is evidenced by Kmart‘s bankruptcy announcement in2002. Crew. Companies like Amazon. which helped pioneer the retail e-commerce concept. is a very common retail formats they are also undertaking large scale renovations to appeal and attract their target consumer segments.com. across product categories. Forrester Research Agency projects e-commerce revenue to rise to $123 billion in 2004. now the discount retailers and 25 . Target and Kmart. Over the last decade or so. employees). These. have changed the landscape of both the retail industry and America. Discount Stores These are giants such as Wal-Mart (the largest retailer in the world.C. J. such as Costco. In part. Macy‘s. this is a result of changing shopping patterns and increased competition from discount stores. names like Sears. It is unlikely that these players will disappear from the market.Department Stores A few years ago. Where once mom-and-pop and department stores dominated retail. however. as well as membership warehouses. Penney. However. and Montgomery Ward dominated malls and downtowns all over America. along with the category killers. these department stores have suffered badly. they should be ready to expect more bumps as the strong get stronger and the weak get absorbed. with more than a million. It has also come from financial burdens incurred by companies that acquired competing companies and grew too fast. For most job seekers. but the same employment caveats apply. Tower Records and The Sports Authority). The future of this category is better than that of many of the more general discounters. And where once shopping malls. Office Depot. Category Killers These are the giant retailers that dominate one area of merchandise (e. anchored by at least one major department store. used to be the dominant retail presence lining the nation‘s roads. They are able to buy bathroom tiles.category killers are at the top of the heap.. 26 . these companies offer earn-and-learn experiences with vendors and distributors before they move onward and upward. electronic goods or pet food in such huge volumes that they can then sell them at prices even fairly large competitors cannot match. file cabinets.g. now it is the behemoth Wal-Marts and Home Depots. and in many of these stores the hand of bureaucracy is not heavy. and merchandise display strategies. Many are so successful that department stores have started to emulate their buying. marketing. These stores concentrate on one type of merchandise and offer it in a manner that makes it special. Promotion and responsibility come quickly to those willing to work hard. Some are very high-end (Louis Vuitton) while others cater to the price-conscious masses (Old Navy). particularly in home furnishings and home improvement. 27 . Industry experts predict growth in this segment. the Body Shop.Specialty Stores These include Crate & Barrel. and Victoria‘s Secret. and it seems to attract many of the best and brightest in retail. flour. Another way to think about the marketing 28 . increase the focus on promotion and desensitize the weight given to price. tactical components of a marketing plan. place. product. So for a high profile brand. All cakes contain eggs. The concept is simple.4. However. The offer you make to you customer can be altered by varying the mix elements. the marketing mix elements are price. Also known as the Four P's. and sugar.MARKETING MIX What is a marketing mix? The marketing mix is probably the most famous marketing term. So for a sweet cake add more sugar! It is the same with the marketing mix. you can alter the final cake by altering the amounts of mix elements contained in it. Think about another common mix . Its elements are the basic.a cake mix. milk. and promotion. It was further argued that 29 . Some commentators will increase the marketing mix to the Five P's. The marketer mixes the prime colours (mix elements) in different quantities to deliver a particular final colour. Every hand painted picture is original in some way. 2000). Others will increase the mix to Seven P's. The term was coined by Neil H. strategic communication of the organisation with its customers (Proctor. to include people. as is every marketing mix. so it consists of everything the firm can do to influence the demand for its product (Kotler and Armstrong.mix is to use the image of an artist's palette. that is. 2004).g. or livery) and process (i. Marketing mix is an imperative concept in modern marketing and academically it is referred to as the set of controllable tools that the firm blends to produce the response it wants in the target market. facilities. a visit the Disney World). Borden in his article The Concept of the Marketing Mix in 1965. the whole customer experience e. It is important to realise that marketing mix strategy of any company can have one major function. to include physical evidence(such as uniforms.e. 30 .Borden's Marketing Mix is Place. but as a set of interrelated entities which have to be set in conjunction with one another" Price In economics and business.) or in more symbolic forms of communication (the image conveyed in the quality of the product. The concept of price is central to microeconomics where it is one of the most important variables in resource allocation theory (also called price theory). or intermediary. etc. distribution. its price and the type of distribution outlet chosen). Price is also central to marketing where it is one of the four variables in the marketing mix that business people use to develop a marketing plan. Place is also known as channel. However.marketing mix provides multiple paths as such communication can be achieved either in spoken form and written communications (advertising. the key element is that the main aspects of marketing mix that will be discussed below "should not be seen as individual entities. selling. Place Another element of Neil H. the price is the assigned numerical monetary value of a good. service or asset. It is the mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer. is the product more complex than you first thought? The Three Levels of a Product The Product Life Cycle (PLC) The Customer Life Cycle (CLC) The Customer Life Cycle (CLC) and CRM Promotion Another one of the 4P's is promotion.Product For many a product is simply the tangible. the final outcome is different. marketing communications has its own 'promotions mix.Borden's marketing mix. You buy a new car and that's the product .simple! Or maybe not. the basic ingredients are always the same. phsysical entity that they may be buying or selling. However if you vary the amounts of one of the ingredients. It is the same with promotions. When you buy a car.' Think of it like a cake mix. You can 'integrate' different aspects of the promotions mix to deliver a unique campaign 31 . As with Neil H. This includes all of the tools available to the marketer for 'marketing communication'. There are a number of perceptions of the concept of process within the business and marketing literature. and aspects of the customer experience are altered to meet the 'individual needs' of the person consuming it. so a consumer tends to rely on material cues. so the attitude. or 7P's.Physical evidence Physical evidence is the material part of a service. including some of the following: Packaging. tickets and dispatch notes). skills and appearance of all staff need to be first class Process Process is another element of the extended marketing mix. vacation or restaurant meal. people buy from people that they like. Paperwork (such as invoices. Internet/web pages. Most of us can think of a situation where the personal service offered by individuals has made or tainted a tour. Some see processes as a means to achieve an outcome. Services tend to be produced and consumed at the same moment.to achieve a 30% market share a company implements a marketing planning process. Strictly speaking there are no physical attributes to a service. People People are the most important element of any service or experience. for example . Remember. There are many examples of physical evidence. 32 . processes that measure the achievement marketing objectives. All views are understandable.e. but not particularly customer focused.Another view is that marketing has a number of processes that integrate together to create an overall marketing process. A further view is that marketing processes are used to control the marketing mix. i. for example .telemarketing and Internet marketing can be integrated. 33 . 5.SHOPPERSSTOP Vision: To be a Global Retailer in India and Maintain No.1 position in the Indian Market in the Department Store Category. Positioning: Shoppers‘ Stop is positioned as a family store delivering a complete shopping experience defined by its mission, vision and values. 1991:shopperstop launches at andheri: Setting up shop in 1991 with its flagship store in Andheri, Mumbai, Shoppers‘ Stop is a member of the K. Raheja Corp. of Companies. Shoppers‘ Stop is the first retail venture by the K. Raheja Corp. Promoted by Mr. Chandru L. Raheja, Mr. Ravi C. Raheja and Mr. Neel C. Raheja, the K. Raheja Corp. have been leaders in theconstruction business for over 48 years. With its wide range of merchandise, exclusive shop-in-shop counters of international brands and world-class customer service, Shoppers‘ Stop brought international standards of shopping to the Indian consumer providing them with a world class shopping experience. 34 India-2000 & beyond: Expanding its operations to Bangalore, Hyderabad, Jaipur, Delhi, Chennai, Mumbai (Andheri, Bandra, Chembur, Kandivli, Mulund), Pune, Gurgaon and Kolkata, Shoppers‘ Stop is today recognised as India‘s premier shopping destination. With a customer entry of about 50,000 customers a day, a national presence with over 6,00,000 square feet of retail space and stocking over 250 brands of garments and accessories, Shoppers‘ Stop has clearly become a one stop shop for all customers Customer profile: Shoppers‘ Stop‘s core customers represent a strong SEC A skew. They fall between the age group of 16 years to 35 years, the majority of them being families and young couples with a monthly household income above Rs. 20000 and an annual spend of Rs.15000. A large number of Non - Resident Indians visit the shop for ethnic clothes in the international environment they are accustomed to. 35 Range of merchandise: The stores offer a complete range of apparel and lifestyle accessories for the entire family. From apparel brands like Provogue, Color Plus, Arrow, Levi‘s, Scullers, Zodiac to cosmetic brands like Lakme, Chambor, Le Teint Ricci etc., Shoppers‘ Stop caters to every lifestyle need. Shoppers' Stop retails its own line of clothing namely Stop, Life , Kashish, Vettorio Fratini and DIY. The merchandise at Shoppers‘ Stop is sold at a quality and price assurance backed by its guarantee stamp on every bill. Their motto: ―We are responsible for the goods we sell‖. Customer rewards-the first citizen: Shoppers‘ Stop‘s customer loyalty program is called The First Citizen. The program offers its members an opportunity to collect points and avail of innumerable special benefits. Currently, Shoppers‘ Stop has a database of over 2.5 lakh members who contribute to nearly 50% of the total sales of Shoppers‘ Stop International affiliations: Shoppers‘ Stop is the only retailer from India to become a member of the prestigious Intercontinental Group of Departmental Stores (IGDS). The IGDS consists of 29 experienced retailers from all over the world, which include established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K Tang (Singapore), Manor 36 ―Crossword‖. Crossword currently has 18 Stores The IT backbone: Realising the role of IT way back in 1991. they are able to replicate stores. the best retail planning system in the world.(Switzerland) and Lamcy Plaza (Dubai). stationery and toys. which is now being integrated with Oracle Financials and the Arthur Planning System. Services like Dial-a-book. Shoppers‘ Stop was among the first few retailers to use scanners and barcodes and completely computerise its operations. The company has 37 . which offers the widest range of books along with CD-ROM. With the help of the ERP. music. along with ICICI ventures also acquired the reputed bookstore. This membership is restricted to one member organization per country/region Acquisitions: The Organisation. Fax-a-book and Email-a-book enable customers to shop from their homes. open new stores faster and get information about merchandise and customers online. in 2000. has led Shoppers‘ Stop to streamline its supply chain. Today it is one of the few stores in India to have retail ERP in place. which reduces the turnaround time in taking quick decision Supply chain management: Understanding the importance of distribution and logistics in ensuring that merchandise is available on the shop floors. stock receiving systems. Currently. purchase verification and inventory build up. The company intends to bring the world‘s best retail technology. generation and fixing of price and store tags. purchase order management. they are adding 4 to 5 new stores every year 38 . retail practices and sales to India.developed process manuals for each part of the logistics chain. despatch of stocks to the retail floor and forwarding of bills for payment. These modules include vendor management. Future plans: Shoppers‘ Stop aims to position itself as a global retailer. Strong and Well Established Management Team Systems and Processes WEAKNESS: Employee Retention Inadequate Promotional Strategies Uneven Distribution Network Follows Low – Risk Strategy OPPORTUNITIES: Geographical Reach Preferred Partner for Foreign Players Hyper city – An entry into Value Retail THREATS: Threat of New Entrants Competitive Rivalry in the Industry Economic Slowdown 39 .SWOT ANALYSIS STRENGTHS: Loyal Customer Base of 782000 First Citizen members Increasing Footfalls and Conversion Rates. Organizes major Promotional Events from time to time e.g.The first Shoppers Stop store in Lucknow was named ―Tehzeeb‖. Onam in South and Dhanteras in North PRICING: Shoppers Stop follows Premium Pricing Strategy that includes selling of High Quality Products at a High Price 40 . PROMOTION: Communication Strategy-Reaching out to the customers in their own style and language E. International Class and Fashion Private Brands have been introduced and developed after a careful analysis of Customer Requirement. Festive Promotion Campaign ―PARIKRAMA‖ Customers getting opportunity to interact with local artisans. ―Fly to Santa Land‖. ―Gear up for the school‖ and ―Salwar Kameez Dupatta Exchange‖ etc..g. Organizes Local Festivals like Durga Puja in Kolkata.INNOVATIVE MARKETING OF SHOPPERSSTOP MARKETING MIX PRODUCT: Identified the need for and created a suite of brands that reflect Styles.6. who belong to the middle and upper class. Convenience where ever it is located. Shoppers Stop is Indian largest chain of Super Stores with an aggregate acquired area of 11 lakh sq.PLACE: Shoppers Stop Ltd. Comfort. not only concentrates on the location of the stores but also emphasizes on the ambience and service excellence. feet TARGETING & POSITIONING TARGETING: Market Specialization & Shoppers Stop concentrates on serving many needs of a particular customer group and in this way the Shopper Stop aims to gain a strong reputation in serving their customers. exudes Class. Shoppers‘ Stop is positioned as a family store delivering a complete shopping experience. Shoppers Stop Ltd. 41 . POSITIONING: Shopper Stop positions itself as a Global premium Retailer outlet. media ads and Outdoor ads Print advertisements 42 .INTEGRATED MARKETING COMMUNICATION IMC refers to a co-coordinated communications program that is customer-focused and internally consistent The different IMC elements are: ADVERTISING: Advertisements has print ads. Shoppers Stop offer Gift Vouchers of denomination ranging from Rs 250 to Rs 5000 There are fabulous festive offers given CONTESTS: Shoppers Stop has announced a 101-day Shopping Bonanza to pull in customers into the stores. 43 . various festive offers.point of purchase etc. SALES PROMOTION: Sales promotions are done in the form of giving gift vouchers.Lucky draw winners of the contest will get to see one of the seven wonders of the world and two lucky couples who get the grand prize will be treated to a round-trip which will cover all the seven wonders of the world. PUBLICITY & PR: Publicity and pr has various brand ambassadors. He reflects the perfect image of Shoppers Stop. Om Shanti Om had come together to unveil the unique look of the movie through a Fashion show. The dazzling show witnessed the leading pair Shah Rukh Khan and Deepika Padukone along with arjun rampal. • The leading Premium Fashion and Lifestyle destination Shopper‘s Stop and the most awaited movie .special events & certain public affairs activities Shah Rukh Khan for all mega events because they both dominate their respective industries. 44 . With this association Shopper‘s Stop will retail the limited edition clothes and merchandise inspired from the film at their stores across India. 45 .PUBLIC RELATIONS: Shoppers‘ Stop entered into agreement with CRY to retail ecofriendly paper bags designed by underprivileged children.The Wardrobe Exchange saw tremendous response with 80. customers shopping experience becomes even more enjoyable with: • Reward Points for every time you shop at Shoppers Stop. The part proceeds from the sale of the bags were donated to project supported by CRY. As a First Citizen. • Exclusive benefits & privileges • Exclusive offers ever so often • Updates on what you can look forward to shop for at Shoppers Stop • Exclusive cash counters at Shoppers Stop so you can spend more time shopping than waiting in a line .000 old garments collected from customers. which were donated to projects of Concern India Foundation DIRECT MARKETING: The name "First Citizen" reflects their commitment to offering their customers the ultimate shopping experience . THE IDEA: 'Buy and fly to the 7 wonders'. Besides the mega prize. The company has also brought out collectible shopping bags for selective distribution with different themes and launched the first in the series based on the theme 'Fashion through Ages'. VIP bags. Espirit watches etc. customers could win many other prizes like Gili gold coins. Spend a specified amount and you could win a trip to the 7 wonders of the world. Gift Vouchers. PROMOTIONAL CAMPAIGN: Buy & Fly to the Seven Wonders of the world. CAMPAIGN OBJECTIVES: To differentiate the promotion from all other promotions in the market at that time. Shopper's 46 .PACKAGING: The previous packets of Shoppers Stop had the previous logo while the new packets which are being widely distributed have the company symbol on it. Stop had to become the preferred shopping destination for the festive season.Age-1544yrs. Increase in Cash memo sizes and employee morale at an all time high. MEDIA STRATEGY: Taking the strategy of 'enveloping the consumer' with communication on TV. EVIDENCE OF RESULTS: Record breaking sales ever in the history of Shopper's Stop for any festive season. Hoardings and Radio. CREATIVE STRATEGY: Bringing alive the international experience by communicating that Shopper's Stop is their Passport for seeing the Seven Wonders of the World. Revived Customer Entry. Press. Evolved Indian who is open to new experiences. High ownership of cars and consumer durables. TARGET AUDIENCE: Males and Females. 47 . Also Point of sale and Direct marketing & PR to complete the 360 degree effect. well-trained and knowledgeable store advisors will give you sound and personalised advice so that you can make 48 . At Croma. thousands of products. well-trained store advisors. well-planned and designed to make shopping a pleasure. who have an in-depth knowledge of the products.CROMA Our philosophy is simple: We help you buy. a mind-boggling range of features… which one do you choose? At Croma. advise and help you choose a product that's just right for you. Woolworths Ltd. Croma is owned and run by Infiniti Retail Limited. a 100% subsidiary of Tata Sons. their stores are large (15.000-20. The world class in-store experience is backed by robust after-sales service. guide.7. provides technical support and strategic sourcing facilities from its global network Buyers of consumer electronics products face a problem of plenty: hundreds of brands.000 sq ft). their friendly. they help you make a choice that's just right for you. the Australian retail giant. Their aim is to ensure that their shoppers make informed purchases. Croma's first store opened on October 9. a 100% subsidiary of Tata Sons. You can shop for 6000 products across eight categories in a worldclass ambience. no matter where you are. So. Why Croma: Widest range of products Choose from 6000 products across eight categories We help you buy Sound and knowledgeable advice from well-trained advisors to help you make informed buying decisions. 49 . If variety wasn't confusing. and it's rolling out many more stores across India. If technology wasn't complex. We help you buy. Croma’s Brand Philosophy: If service wasn't important. if you want high-quality products. We would have no reason to be in business. 2006 at Juhu in Mumbai. Woolworths. Croma is promoted by Infiniti Retail Ltd.informed buying decisions about any technology or consumer electronics product. backed by advice you can trust. head for the nearest Croma store. ensuring that you buy nothing but the best. provides technical and strategic sourcing support. one of the world‘s leading retailers. Great deals and offers Croma periodically offers exciting deals on all your favourite products. specialist and pan-Indian. Croma is the first of its kind Large-format. A first of its kind Consumer electronics and durable retail is a fragmented segment and has been largely catered to by regional players. A name you can trust Croma is promoted by Infiniti Retail Ltd. but also backs it with great after-sales service. a brand that stands for trust and reliability globally. 50 . Customer commitment Croma not only gives you a world-class shopping experience. an initiative of the Tata group. 000 sq feet. Mission: To be a profitable company by 2011. with strategically planned products and category lay outs allow you to make hassle-free purchases.Stores: Croma has over180 brands and 6000 products for you to choose from. 51 . spread over nearly 20. OBJECTIVES: Vision: To be the most preferred shopping destination.to create personal customer experience‘s and to have a continuous learning Values followed by croma: I rise Integrity-I will honor my commitments and take responsibilities for my actions. Plush stores. offering unmatched customer experience innovatively and Sustainably. Mysore. Commitment : Providing unmatched shopping experience. Market Penetration : Also targeting small cities such as Chandigarh. Amritsar. Jalandhar. 52 .Respect-I will treat everyone fairly with trust and respect Pride-I am a proud infintian Social responsibility-I will work for the communities around usExcellence-I will understand what my customer wants anddeliver it flawlessly. Mangalore. By march 2012 : aiming 75 more megastores across India.i will strive to continuously learn and develop my capabilities Focus : understanding customer‘s need and meeting them in a delightful manner. NEXT goes with 27% in the market and is been 2nd biggest challenge to be look forward by CROMA. The biggest competitor in this eZONE is capturing 37% of the market. in retailing of electronics 53 .Major competitors of croma Market share 5% 13% 37% 18% Ezone NEXT Croma Reliance digital others 27% CROMA is covering 18% in terms of market share in retail sector of consumer durable and electronic segment. RELIANCE DIGITAL capturing 13% segment. OTHERS contributing 5 % to the retail sector. 8.INNOVATIVE MARKETING OF CROMA PRODUCT MIX OF CROMA: Computer and laptops- Home entertainment- Communication- Large appliances: Small appliances: 54 . the android phones of 55 . Resulting in increasing our product width to a good extent.4 p’s of marketing: Product strategyNew arrivals in the nearest croma store around you MICROMAX ANDROID BASED SMARTPHONES : Micromax Android phones is launching in India on 12th November. We would be the first one to Retail Micromax in India. NEW PLACE STRATEGY More Tier 1 Cities and Tier 2 Cities : 56 .AHMEDABAD : Memnagar and S.SURAt : Gho Dod Road.G Highway Junction. Vashi CBD Belapur. Santacruz Airport.Place strategy: Where We Are In India. Bhayandar and Mulund. Malad.NEW DELHI : New Deepali Rohini.? MUMBAI : Juhu. and Kothrud.BENGALOORU : Koramangla. Pimpri. Sahibabad. PUNE : Hadaspur. Dahisar. Inrapuram. DISTRIBUTION CENTER : HUB & SPOKE MODEL : 57 . Area of 3000 sq.With an intent to meet and interact with as many people as they can covering a good market place.ft. suitable enough to give a feel of croma‘s product.Tier 1 : Kolkata Chandigarh Ahmadabad Tier 2 : Lucknow Dheradhun Bhopal ZIP CENTERS: Opening small Croma zip stores basically on the airports. compensate the profit by extra selling of those products which are in demand.Retailer can easily bundle those products which are of least demand and hence. Time pricing- Bundling-Bundling serves to the purpose. Price strategy: Value pricing-Value for your money Best products with most reasonable pricing.Consumer gets value for their money as they find a value product absolutely free. with a product they were buying . More and more of such Hub & Spoke model can help in solving the problem of distribution and hence expanding the market area. the store chain would expand its stores around its distribution centre's. 58 . both of consumer as well as the retailer. Warranties and guarantees to your most likings. Example : Bhiwandi near Mumbai take care of supply needs of 11 stores in Mumbai and 3 in Pune. from where it could supply merchandise to its stores. Lowest down payments and easy EMI‘s. Best discounts and offers.In this model. special occasion 59 . exchange offer. gift with purchase. competition. money back offer. Festive promotional pricing- High low pricing: Promotional strategies: Below the Line Promotion-Coupon. discount. more of the product at normal price. and prizes. Internet (own website which give online shopping service). TV. Above the Line Promotion -Giving advertise in news paper. Big FM 92. partnership with Bigfilx.7 New promotion strategy: Social Media Activation 60 . SAMPLE : www. we visit our customers place and rectify the problem or any trouble that they are facing because of our product.cromasupport. advices.e. SUN SET Services: In this..COM We will create a customer support website where people can submit their queries.com 61 . E-Commerce Create a customer support website WWW. we will be there rectifying the problem before actually the sun set i. Our customer‘s trouble is our pain and hence. before 6 in evening. We assure them that if they call us before 12 in the afternoon. building more fans and followers.Contests and Campaigns : Design and execute monthly contests/campaigns around the brand identity of CROMA to create more passion and gain exposure. we aim at s olving issues before the source of energy sets. and get the knowledge of the products sitting back from their home. ideas.CROMASUPPORT. Push small contests to ignite participation and increase spreading of the word. Brochures and Booklets:To make people more aware of what‘s going with croma. Providing 12*7 support to our customers. Gift Cards and Coupons:Several types of coupon 62 . All products of Croma and other sponsors in one TV advertisement. Radio Advertisement:The offers and discounts on products will be announce by radio jockey on primetime. MARKET COMMUNICATION STRATEGY Advertising: TV Advertisement:Use umbrella advertising.There will be a toll free number providing support to customers queries and feedbacks. Motion advertisement will be there on roadside. Our executives will be supporting and available on weekends also. Board HoldingsPut hording boards on the roadside. regular supply of brochures and booklets will be taken care of. promoting the gaming zone at croma. Sponsor events and Games : Croma will sponsor events and games in the future. 63 .and gift schemes will start for different occasion keeping customers puzzle and interested. These contest will take part online with the help of social networking websites like Facebook. Doing trade shows on roadsides or metro stations. Twitter etc. national events will be telecast on the TV and radios. Speeches and Trade shows:Speeches and the wishes on festivals. Online Contests and games:Online games and contests will be held on regular basis and the winner will be boost with heavy discount on any product they plan to buy from croma. Croma is eying some contract with a sports channel as a new investment. Supported by some trip as a face of the month. Orkut. Branding strategy & objectives: Branding is not about getting your target market to choose you over the competition. Delivers the message clearly Confirms your credibility Connects your target prospectus Maintain users loyalty Take inventory of your social media arsenal WordPress Blogger LinkedIn Facebook Twitter Flickr Friendfeed YouTube SlideShare 64 . but it is about getting your prospectus to see you as the only one that provide a solution to their problem. Logos nd tags: CURRENT LOGO Upcoming logo OLD PUNCH LINE “ We Help You Buy” New punch line ’Look for all. search for best’’ 65 . Ultimately. a sense of belonging. Only two percent of India‘s retail market is organised.Future of Indian retail market The Indian retail sector is ready to take on challenges from global retail players such as Wal-mart and Carrefour because unlike them. it boils down to how much localisation and adaptation the company is willing to do for India. Other than tremendous money power. Ultimately. a successful retailer is one who understands his customer. Hence. Almost all large companies worldwide are looking to establish a base or stake in the Indian market.We live in exciting times. the Indian retail sector itself must seize the initiative to realise the dreams of contributing to a prosperous and booming economy. Indian customer is not keen to buy something just because it is sold by an international company.9. his perceived values. The future shows tremendous potential for growth in the retail sector. In this scenario. to be successful any retail outlet has to be localised.The Indian customer is looking for an emotional connection. global companies have nothing extra or special that the Indian retail business does not have. The focus should be on the Indian horizon before looking for retail opportunities in other countries because India itself is a big retail market. they have a better understanding of the Indian consumer‘s psyche. The customer should feel that it is a part of his culture. 66 . and does not try to impose alien values or concepts on him. 67 . The speciality stores will cater for home. watches. sunglasses and assorted items. There will be more fashion stores for youth. Speciality retail stores and malls are the future of Indian retail market. furniture. electronics.In the near future India will see a phenomenal growth of shopping malls and speciality retail stores. But all of them have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them. Also I‘ll be collecting data from the customer as what strategies they liked.10.. The India Retail Industry is gradually inching its way towards becoming the next boom industry.CONCLUSION The retail sector has played a phenomenal role throughout the world in increasing productivity of consumer goods and services. 68 . For this purpose company is carrying out many marketing strategy. The India Retail Industry is the largest among all the industries. To study this marketing strategy I will be visiting the mall and also the manager to collect the data from them. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. accounting for over 10 per cent of the country‘s GDP and around 8 per cent of the employment. For launching Shopper Stop in India city is company‘s mission to expand the business. Do you like the Environment in the Shopping mall i.a. What is the purpose of your visit today in shoppersstop/croma? a) Shopping b) Entertainment c) Hangout d) Shopping and Hangout e) Shopping and Entertainment 69 .a. Above 7L p. Specify: ____________ b) No i.SURVEY QUESTIONNAIRE Place : ________________ ________________ Location: __________ Age: Above 18-25 Gender: ____________ Profession: ____________ 25-35 35-45 Below 1L p. How frequently do you visit a mall? a) Once or more in a week b) Several times a month c) Less than once a month d) Several times a year e) Once a year 7. Between 3L to 7L p. 1. Do you like the services and facilities provided in the malls i. Which is the nearest shopping mall to your place? ________________ 3.a. With whom do you visit malls? a) Alone b) Friends c) Family Member d) Friends & Family 6.a. Do you like the concept of shopping malls rather than buying from a local retail shop? a) Yes b) No c) To Some Extent 2. 45 & Between Date : Income Bracket (p.e shoppersstop/croma? a) Yes i.a.) 1L to 3L p. Specify: ____________ c) _________ 5. shoppersstop/croma? a) Yes b) No 4. e shoppersstop/croma for the products as compared to t he local retail shops? a) Reasonable b) Costlier c) Best Price Offered.1000 14. What do you think about the prices being offered in the malls i.e shoppersstop/croma have choices of alternative products available for you? a) Yes b) No c) For Some Products. 13. What type of products do you prefer to buy from malls? a) Branded b) Non-Branded c) Both 9. How would you rate/rank the quality of the products available in the mall shoppers stop/croma? a) Excellent b) Good c) Ok 11. What type of products do you prefer to buy from the mall? a) Daily product b) Grocery c) Clothes d) Ornaments e) Gadgets f) Luxurious goods 10.f) All 8. 12. What is the Average time spent by you in the mall? a) 1 hr b) 2 hrs c) 3hrs d) 4 hrs & above 16. What is you average expenditure in the mall per month? a) Below Rs.1000 b) Above Rs. Do you end up buying more than what you had decided in sale/discount season? a) Yes b) No c) To Some Extent 17. What is mode of payment mostly used by you in the mall? a) Cash b) Credit Cards c) Debit Cards d) Vouchers e) Others 15. Do you have certain budget in mind when you go for shopping at Malls? a) Yes b) No 70 . Do malls i. What are your positive and negative experiences in the shopping mall i.18.e shoppersstop/croma? a) Positive (specify)______________________ b) Negative (Specify) ______________________ 71 . are the sevices provided satisfactory or not satisfactory? services at ss satisfactory not satisfactory services at croma satisfactory not satisfactory 72 .how do you find the prices of products at shoppersstop & croma? 70% 60% 50% 40% 30% 20% 10% 0% prices at shopperssto p Column1 Column2 60% 50% 40% 30% 20% 10% 0% EXPENSIVE NOT EXPENSIVE Column2 Column1 PRICES AT CROMA 3.RESPONSE TO THE SURVEY 1.experience at shoppersstop & croma? experience at shoppersstop excellent good average not satisfactory experience at croma excellent good average not satisfactory 2. com www.indiainfoline.BIBLIOGRAPHY References Web Sites and Search Engines www.com www.fashion2fibre.com www.com Newspapers The Times Of India The Indian Express The Economic Times Financial Express Business Standard Business Line Books and Magazines Business World The Indian Dream Business & Economy 73 .com www.google.indiabiznews.rediff. 74 .