compartive of landmark and others major book stalls
TRANSCRIPT
The Indian Institute of Planning & Management
SALES MANAGEMENT
PROJECT REPORT ON
“SUCCECESS OF LANDMARK OVER ITS COMPETITORS”
Under the guidance of Prof. R.Kasthuri Rangan
BY GROUP: FAS 2
Jeetender Lall (14)
Proshunjeet Sengupta (26)
Kavya Priya (15)
Shoban (19)
Sonali Nahar (36)
Batch: PGP/FW/2007-2009
1
PREFACE
In this report we have done an extensive research on the organized retail
store landmark and we have identified the key areas where landmark is
successful compared to other similar retail stores.
We have shown the measures to be adopted by landmark as a remedy for
it to have a competitive edge over similar retailers. While carrying out our
research the management of landmark offered us a great help by providing us
with needed information and also by being patient enough to answer out all the
questions raised during the process of interview.
We are grateful to Mr. Kasthuri Rangan for lending his invaluable
support in drafting out this report and for the guidance he gave us to carry out
the research.
FAS – 2
2
ACKNOWLEGDEMENT
As, we express our gratitude to all those who made this project possible,
we realize that the highest appreciation is not only to utter words but to live by
them.
We extend our heartfelt gratitude to Mr. Kasthuri Rangan, faculty - IIPM
who has been a continuous source of guidance. We would like to thank Indian
Institute of Planning and Management for giving us the opportunity of doing
this project.
We are grateful to manger of landmark (Chennai) Mr. Kaya Natarajan
and his team, from whom we have received invaluable contributions. Without
their inputs, perhaps this learning would not have shaped in. Last but not the
least I thank all my friends and classmates who have been supporting us for the
successful completion of our project.
3
UNDERTAKING
We here by declare that we have strictly adhered to the rules laid by the
Indian Institute of Planning and Management for completion of this project. The
findings and recommendations made in this report are based on the data’s
collected and analysis made on facts and figures. The interpretations are not
bogus or fictitious as we have done our project with utmost sincerity for the
sake of learning so as to gain an insight over sales management.
FAS – 2
4
TABLE OF CONTENTS
CHAPTERS PAGE
CHAPTER 1
Introduction 10
CHAPTER 2
Aim of the study 14
CHAPTER 3
About Landmark 17
3.1 Overview17
3.2 Takeover18
3.3 Strategy19
3.4 Milestones20
3.5 Products offered22
3.6 Culture & Values24
3.7 Turnover 25
3.8 Other Competitors and study 26
5
CHAPTER 4
Methodology
4.1 Research Design31
4.2 Research Methodology31
4.3 Data collection form primary sources31
4.4 Scaling Technique
32
4.5 Questionnaire development and pre - testing32
4.6 Sampling33
4.7 Field work34
CHAPTER 5
Observations & Conclusions37
CHAPTER 7
Recommendations71
CHAPTER 8
Limitations74
Bibliography 76
Annexure80
6
EXECUTIVE SUMMARY
In order to get an insight over sales management we have taken an
organized retail store which is very successful in market today and studied it
thoroughly in the view point of sales and carried out a research in order to find
out the reason of its success and the competitive edge it has over the other
retailers having similar concepts.
To carry out this study we have taken one of the most successful
organized retail store Landmark, through an extensive research we will find out
its position in the market and will identify the key areas where it can improve .A
questionnaire will be prepared and we will do a corporate survey to find out
why they prefer landmark over other stores. We will analyze the data obtained
from the research and give recommendations for landmark to increase their
competitive edge over its competitors.
7
8
CHAPTER 1
9
INTRODUCTION
1.1 INTRODUCTION
Sales management is of utmost importance for any commercial
organisation. Sales management means the planning, direction and control of
personal selling, including recruiting, selecting equipping, assigning, routing,
supervising, paying and motivating as these tasks apply to the personal sales
force.
Sales managers are responsible for organizing the sales effort, both within
and outside their companies. Within the company, the sales manager builds
formal and informal organization structures that ensure effective
communication not only inside the sales departments but in its relations with
other organizational units. Outside the company, the sales manager serves as a
key contact with customers and other external public and is responsible for
building and maintaining an effective distribution network.
Sales management is a key function in many kinds of enterprise.
Manufacturing and wholesaling enterprises encounter a wide range of problems
in sales management.
10
There are three general objectives of sales management: Sales volume,
contribution to profits and continuing growth. Sales executives of course do not
carry the full effort to reach these objectives but they make major contributions.
Top management has the final responsibility because it is accountable for
the success or failure of the entire enterprise.
Sales management then is influential in charting the curse of future
operations. It provides higher management with informed estimates and facts
for making marketing decisions and for setting sales and profit goals. Largely
on sales management’s appraisal of market opportunities, targets are set for
sales and profits at specific future dates. Whether or not targets are reached
depends upon the performance of sales and other marketing personnel.
11
12
CHAPTER 2
13
AIM OF THE STUDY
2.1 AIM OF THE STUDY
The purpose of the study is to understand how sales management is
carried out in an organization in real time. To understand this study effectively
we are taking a highly successful organization to find out their successful
strategies.
For this study we have taken a very highly successful organised retail
chain landmark which is very competitive compared to other retail chains. So
our task is to find out why landmark have that competitive edge over other retail
chains and also to find out why corporate clients prefer landmark compared to
other retail chains. This study will definitely help us to have a practical
exposure of how sales should be carried out in a retail organization and how a
retail outlet can be successful in their business.
We will also find out if, any problems faced by the landmark. And we will
try to find out solutions for those problems and will give recommendations
which will be helpful for landmark to improve further in their sales and market
share.
14
15
CHAPTER 3
16
ABOUT LANDMARK
3.1 OVERVIEW
Landmark started its first store in Chennai at Apex Plaza, No-3, NH road,
Nungambakkam. Its corporate office is located in Nungmbakkam(Sai Towers,
No-110, Sterling Road, Opposite Loyola college).Landmark commenced its
operations in 1987 with a floor space of 5500 sq. ft. Landmark is the first large
format book retailer in India. Landmark currently has 10 stores, ranging in size
from 12,000 sq. ft. to 45,000 sq. ft, 3 in Chennai, 1 in Bangalore, 1 in Mumbai,
1 in Vadodara, 1 in Gurgaon, 1 in Pune, and 1 in Lucknow. Until 1996,
Landmark was focused on books, stationery and greeting cards and then added
music to its product portfolio and also started the trend of stocking curios, toys,
music, CDs and other gift items. Landmark's USP is the range and depth of its
stocks.
17
3.2 TAKEOVER
After establishing the first book-store in Chennai in 1987, Landmark
Book Store promoter Hemu Ramiah has exited the business by selling her
residual stake in the company to Tata promoted retailing chain Trent.
The seeds of the imminent sale were sown in May 2006 when Trent
bought 76% stake in the company while allowing Hemu Ramiah to continue to
run the business and remain as its chief executive officer.
At that time Tata's paid around Rs 104 crore. She however, did not
disclose the financial contours of the final transaction.
Landmark's revenues for this year is expected to be around Rs 240 crore
and on plans is to add another seven to eight stores this year.
18
3.3 STRATEGY
Landmark is not only a book lover’s paradise but also a one stop shop for
all the leisure needs. Apart from books, landmark stocks a wide range of music,
movies, gifts, cards, toys, stationery, multimedia and more.
Landmark believes in providing an undisturbed and pleasurable shopping
experience to its customers in a relaxed ambience. Ambience inside landmark
promises to be a unique shopping experience with colourful, vibrant and fun
filled spaces, and free flowing designs and layouts for unhurried shopping. The
concept of providing customers their own space is something that landmark
strongly believes in. Exclusive seating is provided in the books section,
listening stations to hear your favourite tracks before buying them are some of
the add-ons to help customers enjoy their time in the stores.
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3.4 MILESTONES
1987
Landmark was launched with a fully computerised customised billing system.
1991
Introduced the bar code, and became the first store to work on Sundays.
1994
Broke monopoly in alliance with Westland books.
1996
It introduced open displays, music section and became the first store to have the listening section.
1999
Opened a store in Kolkata.
2001
Opened a big store in Spencer plaza.
Got ISO 9001 certification
20
Started landmarkonthenet.com
2004
Started the 45000 sq.ft. flagship store in Forum, Banglore
2006
Trent bought 76% of stakes in landmark
Opening of first store in Mumbai, Baroda, Gurgaon and Pune
2007
Completes 20 years.
2008
Trent from TATA bought full 100% stakes in May.
21
3.5 PRODUCTS OFFERED
Books
Landmark has the widest range of titles i.e. over 100,000 titles across
different sections - bestsellers, business guides, fiction, biographies, computer
science, engineering, literature, marketing, art, cinema, religion, graphic novels
and many more.
Music
Landmark features an extensive selection of music in English, Hindi and
other regional languages. Music categories include Indian classical, jazz,
western classical, regional, Hindi, pop, rock, blues, country, nursery rhymes and
assortment of music and movies in all forms from audio cassettes to
CDs/DVDs.
Stationery
The product portfolio includes office utilities, diaries, files, folders,
writing instruments, gift wrapping paper, table accessories, notepads,
22
notebooks, annual planners etc. A separate section for kids stationery is also set
up in larger stores.
Magazines
All English magazines published and available in India and abroad are
available at every Landmark store.
Gifts
The Gift section caters to the need of all age groups and corporate.
Home store
The home store at Landmark stocks everything from candles, mats,
crockery, bathroom accessories, lamps, furniture, wrought iron products,
flowers, vases, photo frames to bedspreads, cushion covers, curtains, wall
hangings, runners, table linen and more. Trendy jewellery, crystal, watches,
sunglasses, luggage, perfumes and leather products are also available.
Toys
The Kids Zone in Landmark has an extensive range of toys followed by
an entire section devoted to children's books.
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3.6 CULTURE & VALUES
The Landmark Experience: -
Landmark Service:
Everything at Landmark is focused at customer satisfaction
maximization. Vast range, trained polite and courteous staff, and never saying
no to customers is the aim of every Landmark store. The best customer order
process, home delivery of books/music, and an efficient querying system are
meant to satisfy every customer.
Quiz Programs:
Landmark organizes an Open Quiz program every year where over
1000 teams participate from all corners of the country. It is the largest open quiz
programme in the country and has been successfully conducted in Chennai (for
24
over 15 years), in Bangalore (3 years) and in Pune (last year). This year the quiz
would be launched in Mumbai as well.
Loyalty Program:
Landmark introduced a loyalty program named 'The Fellowship' in
December 2003 for its customers. The main objective of the program is to
provide benefits to the member not just as individuals but as a family.
Program Sponsorship:
Landmark sponsors a number of programs related to products and
services within the periphery of Landmark's business. A number of book launch
events and music performance events are organized and hosted by Landmark.
3.7 TURNOVER
The book industry is estimated over Rs 3000 crores, out of which
organized retail accounts for only 7%. This segment is seen to be emerging with
text and curriculum books, accounting to about 50% of the total sales. Spent on
books and music is still concentrated on metro cities.
25
The size of Indian music industry is estimated at rs.1100 crores of which
about 36% is consumed by the pirated market and organized detail contributes
of about 14% equivalent to Rs 150 crores.
According to estimates drawn by central statistical organization statistics
2006, the total books, music and gifts and retail industry in the country is
around 11500 crores and has witnessed an increase of 17.3% from the previous
years.
According to the market research Indian retail overview 2006, the
performance of some leading music and gift retailers show that retail pressure
during 2005 and 2006 grew by 20%. Further there was a growth of 13% in 2005
and 29% in 2006 in terms of outlets.
LANDMARK:
Landmark average contribution from books is only 25-30% where you they
make a margin of 25-35%. 20-25% comes from music where they get a margin
of 15-20% and 30-40% comes from gifts where they make 300% as majority of
the items are non-branded.
Landmark, the books and music store chain that has been acquired by
Trent had a turnover of rs.95 crores in 2005-2006 and it further increased to 105
crores in 2006-2007. Landmark eyes at Rs 500 crore turnover in the next 3
years.
ODYSSEY:
26
On the other hand, odyssey has been one of the fastest and organized
retail chains in India. Last year 2007-2008 it had a total turnover of Rs.24
crores.
3.8 Some of the other leading bookstores are:
Higginbotham:
Higginbotham is the oldest book store in Chennai, it was started by
A.J.Higginbotham. They mainly supply to Educational Institution which is their
main source of income. They are most conservative in nature. Higginbotham’s
sells mostly educational books and Tamil books. Higginbotham’s unique selling
proposition is that they put their full effort in selling educational books.
Their main corporate clients are the major government schools
and few IT companies. They also have a branch near tidal park. They have a
promotional activity such has book festival during every month end. They
mainly focus on the schools and colleges students as their target audience.
Odyssey:
In the summer of 1995, Odyssey opened its flagship store in the
southern suburbs of Chennai in Adyar. The idea was to make people lose
themselves doing the good things in life, in a world that would make the
experience as rich as their varied interests – and forget the time.
27
Based in Chennai, Tamil Nadu, Odyssey a premier leisure store chain,
helps its customers surround themselves with the finer things in life through its
wide offering in books, music, movies, cards, toys, stationery, gifts etc.
Today Odyssey operates through 23 stores in 12 cities with 141,915 sq.ft
of retail space under its operations. Recognized predominantly as a book store,
Odyssey has genres ranging from popular fiction, non-fiction, computing, self-
help, health, management, food and drink, travel, art and architecture, children's
books and so on, giving its customers a relatively wide range to choose from.
Odyssey is a fully owned subsidiary of Deccan Chronicle
Holding Limited. Odyssey offers a range of popular fiction, non- fiction,
computing, specializing in self-help, health, management, food and drink,
travel, art and architecture, children’s books and international magazines.
Apart from books, the store has a collection of gifts, toys, music and
stationery goods. Odyssey maintains a good mix of product to suit customer’s
requirements and endeavours to keep abreast with the market dynamics and
latest trends.
Comparative Study:
Landmark is the biggest and most preferred book store in Chennai. It has a vast collection of books and other accessories compared to the other book stores.
Higginbotham is the oldest book store in Chennai, stocks mostly college and school books and its collection of fiction and non-fiction books compared to landmark are very minimal. Its corporate customers are basically educational institutions.
28
Odyssey is a huge leisure store that has a vast range of products ranging from books, stationary, CD’s, toys and gift articles. It is basically a retail store its corporate business compared to landmark is nil.
The uniqueness of landmark corporate business is that it is not just limited to Educational institutes. Its clients range from, Bank, BPO’s, IT sector, business corporate and more.
29
CHAPTER 4
30
RESEARCH METHODOLOGY
4.1 RESEARCH DESIGN
The research design used here is exploratory research design for the
purpose of addressing the research problem. The primary objective of
exploratory research design is to provide insights and better understanding of
the situation faced.
4.2 RESEARCH METHODOLOGY
In our research we have used both Qualitative and Quantitative research
extensively. Qualitative research would be used for interviewing the sales
management of Landmark in order to gain an insight of their style. Quantitative
research was done for interviewing corporate and for taking surveys. The
questionnaire for surveys had a mix of quantitative and qualitative research.
4.3 DATA COLLECTION FROM PRIMARY SOURCES
31
4.3.1 Through Questionnaire
The data was collected through questionnaire it was prepared very
carefully so that it proves to be effective. The questionnaire is based on
primary and secondary objects of the study and there are totally 30
questions.
4.3.2 Through Depth Interviews
The necessary data’s where collected by interviewing the
manager Mr.Kaya Natrajan of Landmark.
4.4 SCALING TECHNIQUE
In our survey to find out the corporate behaviour towards the price,
quality of products sold, ambience, parking facilities, store working hours,
variety of products, approach of the sales person and to rate the knowledge of
the sales person the scaling technique we used was continuous rating scaling.
This technique was used in order to find out the common preferences towards
the behaviour of the group.
4.5 QUESTIONNAIRE DEVLOPMENT & PRE – TESTING
The questionnaire was developed based on the information needed i.e. to
find out the corporate behaviour towards landmark. In order to get the desired
32
information the survey method used was personal interviewing and the
questions where framed with respect to the objectives of the questionnaire.
Another important aspect of our questionnaire is that, while framing the
questions we made sure that the type of questions and the words used where
simple and understandable by the respondents this was done in order to create
willingness and interest among the respondents.
Pilot studies have been done among few random people, to test the
effectiveness of the questionnaire.
4.6 SAMPLING
It is the selection of small number of elements from a larger defined
target of group of elements and expecting that the information gathered from the
small group will allow adjustments to be made about the large group. A sample
is a smaller representation of the larger whole. A sample contains primary
sample units and a slice of population representing the universe. The purpose of
sampling is to draw inferences concerning the universe.
4.6.1 Sample size
One can say that the sample size must be an optimum size that it should
neither be large enough to give a confident interval of desired width and as such
the size of the sample must be chosen by logical process before the sample is
33
taken from the universe. In order to extract much feasible result through the
study a sample size of 25 has been taken for the study.
4.6.2 Sampling Technique
The type of sampling used is simple random sampling. This type of
sampling is also known as chance sampling or probability sampling where each
and every item of the population has an equal chance of inclusion in the sample
and each of the possible samples in case of finite universe has the same
probability being selected. This procedure gives each item an equal probability
chance of being selected.
4.7 FIELD WORK
The field work done for our live project was that, we approached the
manager of Landmark and fixed an appointment to have interaction to convey
the details of our project we have undertaken. We had been to the corporate
office off landmark located near Loyola college to interview Mr. Ajay the sales
manager for landmark Tamil Nadu region and also we had been to the Spencer
and Nungambakkam branches of odyssey to have an interaction with the sales
force, through them we were able to get valuable information’s contributing to
our project.
To carry out the survey we had been to lots of corporate office all over
the Chennai to interview around 25 respondents.
34
35
CHAPTER 5
36
OBSERVATIONS & CONCLUSIONS
1) In Chennai, prioritize the major book stores you can recall?
Book stores
Landmark Higginbotham Odyssey Oxford American book store
Others
Respondent(in Percent)
56 28 8 4 0 4
37
IMPRESSION:
According to the survey it was incepted that more than half of the
respondents could recall Landmark first, one fourth of respondents could recall
Higginbotham, and remaining was Odyssey, Oxford and Others.
2) Have you ever visited Landmark?
Particulars Yes No
Respondents( in Percent ) 100 0
38
IMPRESSION:
As per the survey it was found that all the respondents have visited
Landmark for either personal or corporate purposes.
3) Which store you generally prefer to purchase books?
Book stores Landmark Higginbotham Odyssey Oxford American book store
Others
39
Respondents (in Percent)
56 24 12 4 0 4
IMPRESSION:
The survey says that 56% of the respondents preferred Landmark, 24%
preferred Higginbotham and 12% preferred Odyssey and 4% each of oxford and
other book stores
4) How did you come to know about that book store?
Particulars Respondents Advertisement(in percent)
Internet(in
Promotional activities
Word of
Others(in
40
percent) (in percent) Mouth(in percent)
percent)
Landmark 14 15 0 0 85 0Higginbotham 6 17 0 16 67 0Odyssey 3 0 0 0 100 0
IMPRESSION:
It was found that “Word of mouth” was the major reason for the
popularity for the preferred book store.
5) Why do you prefer buying in that store?
Particulars Landmark Higginbotham OdysseyChoice & Varieties
79 0 33
41
Customer Service
7 0 0
One Stop shopping
14 0 0
Location 0 0 0Access 0 67 33
Reference 0 33 0Cost 0 0 17
Ambience 0 0 17
IMPRESSION:
Varity/vertical of books was the dominant reason for the
respondents for preference that of book store and other major reasons which
contribute for the same are Accessibility & Customer services.
6) What is it in the store that you like the most?
42
Particulars landmark Higginbotham odyssey
Ambience 71 33 33
offer and promotion
7 0 0
Parking facility
21 0 33
Customer service
57 33 0
Location 14 33 66
One Stop Shopping
42 33 0
IMPRESSION:
Almost whole lots of corporate who shop at Landmark prefer the
store for its Ambience & Customer services.
Those buyers of Odyssey find it convenient buying because of
its easy and Accessibility and Location
7) What did you like the most in Landmark?
43
particulars Variety of books
Large space Air conditioning
Helping hands
Respondent(in percent)
56 36 4 8
IMPRESSION:
Most of the respondents feel that “variety of books” adds more
value to Landmark and other major reason are “Large space” and “Helping
hand.
8) How long have you been associated with that store?
44
Particulars Less than 1 year
1-3 years 3-6 years Above 6 years
Landmark 21 50 21 8Higginbotham 33 17 17 33
Odyssey 100 0 0 0
IMPRESSION:
It was found from the survey that an average of 1-3 years of
association with the particular store.
The survey states that 7 out of 25 Corporate are
associated with Landmark for 1-3 years and 3 persons for less than year 7 & 3
persons are more the 3 years and 1 above 6 years.
9) Please rate the following according to your experience in the store
which you have chosen in Question 1.
45
In Landmark
Poor Fair Good Very Good
Excellent
Ambience 0 0 29 40 31
Cost 0 31 53 16 0
Quality of product
0 0 27 40 33
Parking facility 0 20 36 14 30
Customer service/custome
r approach
0 7 21 43 29
Variety of products
0 0 29 43 28
Higginbotham
46
Poor Fair Good Very Good
Excellent
Ambience 0 0 50 33 17
Cost 0 33 67 0 0
Quality of product
0 67 33 0 0
Parking facility 70 30 0 0 0
Customer service/custome
r approach
17 50 17 16 0
Variety of products
0 50 17 33 0
IMPRESSION:
47
Majority of the respondents are pleased with the ambience of landmark.
More than half of the corporate find the cost of the products are
reasonable.
Most of the buyers of Landmark are exceedingly satisfied with the quality
of the product.
More than one fourth of the corporate shares the option that the parking
facilities offered are more than satisfactory and remaining of the
customers feel there is lack of space
80% of the corporate are delighted with the customer service and
customer approach.
Almost all the corporate are extremely satisfied with the wide range of
products provided in Landmark.
Majority of the corporate of Higginbotham are dissatisfied with lack of
parking space and customer service
10) How often do you shop in that store?
48
Particulars 0-1 Months 1-3 Months 3-6 months Above 6 Months
Landmark 29 42 29 0Higginbotham 17 49 17 17
Odyssey 0 67 33 0
IMPRESSION:
The frequency of purchase is as follows:
50% of the respondents purchase every quarterly & the remaining
purchase half yearly.
11) Rather than books, what other kind of products do you generally buy
from that store?
49
Particulars Landmark Higginbotham OdysseyGifts 92 33 0
Stationeries
42 17 33
Music & CDs
71 33 33
Not specific
0 17 33
IMPRESSION:
Apart from books most Corporate also purchase Gifts, Music
& CDs and Stationary from the store.
12) What kind of books you buy from that store?
50
Particulars Landmark Higginbotham OdysseyManagement 35 20 20Finance 40 20 50Computer 5 30 15self motivation 0 12 5Health 0 8 0Magazine/periodic 20 10 10
IMPRESSION:
Management, Finance/Accounts, Magazine & Periodicals are the
categories of books which are highly purchased by the Corporate.
13) What is the value of the books you buy?
51
Particulars Landmark Higginbotham Odyssey
100-500 14 15 33
500-1000 36 28 33
1000-2000 29 14 34
2000-3000 14 28 0
3000 above 7 15 0
IMPRESSION:
The average range of purchase made by corporate varies from
Rs 2500 – 5000
14) What is your mode of payment?
52
Particulars Landmark Higginbotham Odyssey
Cash 57 71 67
Credit 43 29 33
IMPRESSION:
The survey states 70% of the corporate prefer to pay through cash
purchase and 30% credit purchase.
15) Are you happy with the credit terms of payment?
53
particulars yes Norespondent 43 57
IMPRESSION:
Almost all the respondents are happy with the credit terms of payment.
54
16) What is your mode of purchasing order?
particulars landmark Higginbotham odysseyPhone 14 0 0Visit 86 86 0
Website 0 14 33post 0 0 67
IMPRESSION:
Mode of purchasing order by “Visiting” the store is found more
convenient by the corporate compared to order via Phone, Website or Post.
55
17) If Landmark provides the facility to order via phone, will you switch to
Landmark?
Particulars Yes NoHigginbotham 50 50
Odyssey 33 67
IMPRESSION:
Almost one fourth of the respondents would switch to Landmark if
it provides the facility to order through phone.
56
18) Does that particular store deliver you the order in time?
Particulars Yes No
Landmark 93 7
Higginbotham 100 0
Odyssey 67 33
IMPRESSION:
From the survey it was known that almost all the respondents feel
that the delivery is prompt & efficient.
57
19) Do they replace the damaged items?
Particulars Yes NoLandmark 100 0
Higginbotham 83 17Odyssey 100 0
IMPRESSION:
From the survey, we attained a positive point of view regarding the
replacement of damaged items. Around 90 % of corporate agreed that the store
replaces the damaged items.
58
20) Are you given the preference/ priority as a corporate?
Particulars Yes No
Landmark 57 43
Higginbotham 67 33
Odyssey 67 33
IMPRESSION:
According to the research conducted it was founded that almost
60% of corporate feel privileged as they got as a corporate buyer.
59
21) Do you visit the website of that particular store?
Particulars Yes NoLandmark 79 21
Higginbotham 0 100Odyssey 0 100
IMPRESSION:
According to the research there has been an equal proportion between
the users & non users of the stores website.
The main purpose for the visiting the website was to get knowledge on
variety of the books & its availability of products.
60
22) How do you prefer to be informed about the promotional/ discount offers?
Particulars E-mail SMS Telephone PostLandmark 57 29 7 7
Higginbotham 50 33 0 17Odyssey 0 66 34 0
IMPRESSION:
According to the survey 70% of respondents would like to be
informed about Discounts & offers through E-mail and 20% through SMS and
rest by Post.
61
23) Do you think the store must keep some additional categories?
IMPRESSION:
It was incepted from the survey that almost all the respondents
were satisfied with the current categories that is been provided by Landmark.
Particulars Yes No
Landmark 29 71
Higginbotham 50 50
Odyssey 0 100
62
24) Would you recommend that particular store to your colleagues &
Subordinates?
Particulars Yes NoLandmark 100 0
Higginbotham 100 0Odyssey 100 0
IMPRESSION:
Since most of the corporate are satisfied with the store they would
recommend to their friends, colleagues and Subordinates.
25) Are you aware of other branches of that store?
63
Particulars Yes NoLandmark 71 29
Higginbotham 0 100Odyssey 33 67
IMPRESSION:
Landmark: As the branches of Landmark are placed in 3 major areas of the city,
most of the respondents are aware of the other branches.
Higginbotham:
There is another branch which was near tidal park most of the people
don’t know that particular branch is situated.
Odyssey:
There are other branches of odyssey but only round 35 % of the people
aware of the other branches.
26) Do they deliver the product at your door step?
64
IMPRESSION:
The satisfaction of buyers takes a back seat here as the products are
bought & generally not delivered by the store.
Particulars Yes No
Landmark 57 43
Higginbotham 33 67
Odyssey 0 100
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27) Given an opportunity, will you buy in future from Landmark?
IMPRESSION:
Since many of the customers of Landmark are satisfied they would
continue buying from there and also the non-users would be ready to
purchase from Landmark if an opportunity arises.
Particulars Yes NoHigginbotham 100 0
Odyssey 100 0
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CONCLUSIONS
CONCLUSION:
The corporate buyers find Landmark favourable to them, as they find all
their requirements under one roof. According to the survey, it was found that
more than half of the corporates preferred buying in Landmark. The familiarity
for Landmark was gained through ‘Word of Mouth’. And as per our finding we
came to know that corporates want to get informed about their promotional and
discounts offers through the mode of email. The primary reason for preferring
Landmark was because of the huge collection of collection of books, customer
services, and ambience and also for standard quality of the product. Besides
books, corporates also purchase stationeries, Music & CDs and gifts.
On the other hand, corporates feel that there is no adequate parking
facilities and the location of the store was not perfect. More than half of the
corporates were not happy with the credit terms of landmark and the products
bought are also not generally delivered at the door steps. And going to the depth
of our research we also came to know that corporates also experiences difficulty
in reading books in a relaxed manner due to improper arrangement of shelves.
From the analysis of the survey it was also found that the corporates
would switch to landmark if the store provides the facility to order through
phone and delivery at their door step.
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CHAPTER 7
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RECOMMENDATIONS
7.1 RECOMMENDATIONS
Landmark should try to encourage the corporate customer to make cash
purchases by offering those good offers and discounts and by extending the
credit period. The discount should be volume based and on delay of payment
the discounts should be reduced and also could be made void.
Adequate parking facility should be provided to all the branches which
would be flexible to the consumers to shop from any three branches.
Coffee shop should be opened up in the store which would help the
customers to relax for sometime after heavy shopping.
All the sales personnel should be given intensive training to increase their
product knowledge.
Book section should be improved by coming up with categories like school
books, painting, books relating to Hindu mythology, devotional books. It
should come up with huge volumes. Movies collection on Moserbaer brand
should be increased in volumes.
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CHAPTER 8
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LIMITATIONS
8.1 LIMITATIONS
Time was a limiting factor so we were not able to explore more on sales
mangament
Organiztion was not willing to disclose more information pertaining to
sales, so it limited our practical exposure towards sales.
It was very difficult to approach corporates and fix appointment
especially someone on top mnagement .
Most of the corporate were too busy to spend time for the interview.
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BIBLIOGRAPHY
www.wikipedia.org
www.landmarkonthenet.com
www.chennaibest.com
www.chennaionline.com
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ANNEXURE
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QUESTIONAIRE
NAME:
AGE:
ORGANISATION:
1) In Chennai, prioritize the major book stores you can recall?
a) Landmark
b) Higginbotham
c) Odyssey
d) Oxford
e) American Book Store
f) Others
2) Have you ever visited Landmark?
a) Yes b) No
3) Which store you generally prefer to purchase books?
a) Landmark d) Odyssey
b) Oxford e) Higginbotham
c) American Books f) Others
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4) How did you come to know about that book store?
a) Advertisement d) Word of Mouth
b) Internet e) Others
c) Promotional activities
5) Why do you prefer buying in that store?
6) What is it in that store that you like the most?
a) Ambience d) Customer service
b) Offers & promotions e) Location of the store
c) Parking facility f) One stop shopping
7) What did you like the most in Landmark?
a) Variety of books c) Air-conditioning
b) Large space d) Helping Hands
8) How long have you been associated with that store?
a) Less than 1 year c) 3-6 years
b) 1-3 years d) above 6 years
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9) Please rate the following according to your experience in the store
which you have chosen in Question 1.
Poor Fair Good Very Good Excellent
Ambience 1 2 3 4 5Cost 1 2 3 4 5
Quality of product
1 2 3 4 5
Parking facility 1 2 3 4 5Customer
service/customer approach
1 2 3 4 5
Variety of products
1 2 3 4 5
10) How often do you shop in that store?
a) 0-1 month
b) 1-3 month
c) 3-6 months
11) Rather than books, what other kind of products do you generally buy
from that store?
a) Books d) Music & CDs
b) Gifts e) Not specific
c) Stationeries
12) What kind of books you buy from that store?
a) Management f) Health
b) Fiction g) Self-Improvement
c) Non-Fiction h) Finance/Accounts
d) Engineering i) Magazine/Periodicals
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e) Computers j) Others
13) What is the value of the books you buy?
14) What is your mode of payment?
a) Credit b) cash
15) Are you happy with the credit terms of payment?
a) Yes b) No
16) What is your mode of purchasing order?
a) Phone c) Website
b) Visit d) Post
17) If Landmark provides the facility to order via phone, will you switch
to Landmark?
a) Yes b) No
18) Does that particular store deliver you the order in time?
a) Yes b) No
19) Do they replace the damaged items?
a) Yes b) No
20) Are you given the preference/ priority as a corporate?
a) Yes b) No
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21) Do you visit the website of that particular store?
a) Yes b) No
If so, for what purpose?
a) Product availability
b) Knowledge about of offers/discounts
c) Other purposes
22) How do you prefer to be informed about the promotional/ discount
offers?
a) E-mail c) Telephone
b) SMS d) Post
23) Do you think the store must keep some additional categories?
a) Yes b) No
If yes please specify.
24) Have you ever faced a problem in that store?
a) Yes b) No
If so please specify the problem.
25) Was the problem rectified?
a) Yes b) No
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26) Would you recommend that particular store to your colleges &
Subordinates?
a) Yes b) No
27) Are you aware of other branches of that store?
a) Yes b) No
If so, which branch you also visit often?
28) Do they deliver the product at your door step?
a) Yes b) No
29) Given an opportunity, will you buy in future from Landmark?
a) Yes b) No
30) Any recommendations/suggestions to that particular store?
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