RETAIL VISIBILITY

Important essence of building a brand

INTRODUCTION TO COMPANY

TRUST MARKETING: Trust Marketing has been working in distribution line for more than 20years.

In 1993, they were into selling of Electronic typewriters. In 1997, they use to sell network known as Rainbow. 2001 company was the distributor for Hutch Sim cards which was later been taken over by Vodafone. By 2005, Trust Marketing was selling Reliance Sim cards. Simultaneously Company entered into Mobile Industry. They entered working for Sony Ericsson for Six Years and then two years for Rage Mobiles. 2013 was the year when company became National Distributor for Gionee mobiles.

Trust Marketing established the goodwill and trust over these years because of the Ethical practices performed by them all over.

TARGET SEGMENT: Main focus of the company has been to work for Middle class Segment.

INTRODUCTION TO PRODUCT OF A COMPANY

BRIEF ABOUT PRODUCT

Gionee Communication Equipment Co. Ltd. was founded in September 2002 by Liu Li Rong. It is a high-tech enterprise that focuses on R&D, production and sale of cellular mobile devices. In 2005, Gionee obtained the GSM and CDMA mobile phone production license. Gionee’s headquarter currently employs over 1500 people. R&D Centres are set up in Shenzhen, Shanghai, Hangzhou among several other places. The production capacity currently stands at 40 million units per year. Once the entire industrial park is completed and put into production, production capacity will reach 80 million units per year, making Gionee Industrial Park the largest mobile phone production site in China. 

DEFINITION

The high visual impact at the Point of Sale” is an expressive one-liner about Retail Visibility (RV).

Sales is a dependent factor and retail visibility becomes a mediator in lifting up the sales.

RETAIL BUSINESS PROCESS MODEL

ANALYSIS PART I- PORTER’S ANALYSIS

Threat of New Entrants

Bargaining Power of Suppliers Bargaining Power of Buyers

Threat of Substitute

•Industry growth•Industry concentration•New & Lost cost technology

Medium

Medium

• High Capital Fixed Cost• Scarce technical Skills set• Regulatory approval and licensing• High Operating Cost• Switching Costs• Brand identity• Govt. Policy• Retaliation

Low

Rising

• Cheaper alternatives• Efficient backbone

technologies• Take-home service• Aggressive approach of

substitute

• Buyers switching cost (high) • Quality service • Buyer Volume• Buyer Information

• Limited distributors

• Compete among themselves

to get better scheme

• Threat of forward

integration relative to threat threat of backward integration by firms in the industry

ANALYSIS PART II- SWOT ANALYSIS

S W O T

OUR COMPANY

NO. 1 COMPETITIOR

STRENGTHS1. Latest technology2. Quality3. Upgradeable

STRENGTHS1. Brand Image2. Hardware integration3. Innovation and Design

WEAKNESSES1. Image among social animals that Gionee is Chinese phone

WEAKNESSES1. Hangs frequently2. Lacks its own OS and software

OPPORTUNITIES1. Good network of retailers2. Quality products launched in affordable price range

OPPORTUNITIES1. Growing demand for quality application processor

THREATS1. Price wars with other players

THREATS1. Saturated smart phone market in developed company

ANALYSIS PART III- COMPETITIVE ANALYSIS

MODEL NO. Elife E7 Galaxy A5 5c Desire 820S One Plus One

PRICE 20,999 21,700 21,231 20,699 21,998 

INTERNAL STORAGE

16gb 16gb 8GB 16GB 64GB

2G/3G/4G 4G 4G 3G 3G 4G

CAMERA (Front, Back)

(16,8)mp (13,5)mp (8,1.2)mp (13,5)mp (13,5)mp

BATTERY LIFE 2500mah 2300mah 1507mah 2600mah 3100mah

PROCESSOR 2.2GHz Q.C. 1.2GHz Q.C. A6 1.7GHz O.C. 2.5 GHz Q.C.

RAM 2GB 2GB 1GB 2GB 3GB

Brand Name

Gionee Samsung Apple HTC OnePlus

PRICE IS THE FIXED FACTOR HERE

OBJECTIVE

There are 4 Objectives for retail visibility: AIDA

A-Attention

Enhancing Creative Side of RV- There are different dimensions of RV and tapping the best one is very important for the company as company is incurring lot of cost in it.  Retail Visibility-RV

I-Interest

Interest is about knowing or understanding everything about project in depth. According to that shaping the plan, forecasting, accumulating data to fulfil the plan, cost incurred and time taken is calculated.

D-Desire

 

Desire is to make the plan full-proof to reach out the maximum consumers by creating long-term impact in their life. We ensure plans made are implemented in the given format. 

A-Action

Putting the plan into reality is action. It is to focus on larger section of society covering their requirements and how can they experience the product to which we say

“live experiencing”.

Retail Visibility was divided into four sections by the company, which we can see on the next slide:

SECTIONS OF RETAIL VISIBILITY

In-shop Print

Event Outdoor

IN-SHOP

BRAND STORE SHOP-IN-SHOP

IN-SHOP-Definition

BRAND STORE• It is a personalized store

of a company maintaining homogeneity across the world WHERE advertisement of the higher model runs on the television in the Brand Store.

SHOP-IN-SHOP• Mono-brand stores which

are totally dedicated to their ranges e.g. Samsung or HTC they have "shop-in-shop" programs where they occupy a set amount of space in other multiple outlets, in addition to their mono-brand stores.

IN-SHOP: Branding• BRAND STORE • SHOP-IN-SHOP

·Sun Board·One Way Vision·Vinyl·Glow Sign Board·Non-Led Boards·Dsiplay·LED Table Top·Tent Card·Brochure·Posters·Danglers·Wobbler·Dummy Box

·Creative branding·Brochures·Tent Card·Live-Demo·Company’s Promoter·Gifts·Trans-lit

BLUE-PLAN

1. Increasing the visibility in brand-stores through one-way vision

MY WORK

VISIBILITY IN BRAND-STORE

BEFORE AFTER

2. Replacing old creatives with new updated ones

My work

CHANGED CREATIVES IN SHOP-IN-SHOP

BEFORE AFTER

• Events & Activation

Brand Store ActivityYouth Activation

Road Show• canter activity

• Workshops• Maa Tujhe Salam

• Gionee Elife S7 promotional Activities

• The Platform

• Selfie Zone• Balloon Activity• Hanging cut-out of latest handset

EVENTS

Mall Activation

EVENT Part I- MALL ACTIVATION

Mall Activation-Stall setup

3-D View Final Output

Mall Activation-The Platform

Target Audience I 15 to 45 yrs Visibility I 1 Lacks peoples During Event I 1000 Peoples

EVENT PART II- YOUTH ACTIVATION

YOUTH ACTIVATION-Workshop

OBJECTIVE: Helping customers to understand about their handset

YOUTH ACTIVATION-Maa Tujhe Salam

OBJECTIVE: To Connect with NGO’s and Social Cause

EVENT PART III - ROAD SHOW

ROAD SHOW- Canter Activity

EVENT PART IV - BRAND STORE ACTIVITY

BRAND STORE ACTIVITY- Selfie Zone

BRAND STORE ACTIVITY- Balloon Activity

BRAND STORE ACTIVITY- Cut out of Handset

RESEARCH OBJECTIVE

1. To examine on Shop-In-Shop Visibility: Initially it is important to know assets, when it comes to BTL promotion. Assets include all the on-shop and in-shop branding elements.

2. To examine Product Availability: Here, the information about the availability solves the objective

3. To study product visibility in brand stores

4. To understand offer awareness and acceptability

5. To get a customer feedback

6. Comparative analysis of in-shop demonstrators

7. Top of the mind brand

RESEARCH QUESTION1. Relevant: Arising from issues raised in literature and/or practice,

the question will be of academic and intellectual interest.

2. Manageable: You must be able to access your sources of data (be they documents or people), and to give a full and nuanced answer to your question.

HYPOTHESIS

5 brand stores of a company were chosen and made a gate of balloon out of the stores on one of the weekends. Question is, does this activity of retail visibility increases the footfall towards Gionee’s Brand Store and sales for the product?

IMPACT OF BALLOON ACTIVITYBRAND STORE  Change in

Footfall % from original 

Change in Sales % from original 

Any Query

MGF Stagnant  Stagnant  Asking about Offers PINK SQUARE  Increase(110-120)%  Increase 120%  Reason to put

Balloons WTP Increase 20%  Stagnant 

No

RAJAPARK Stagnant  Decrease Service Centre

SALASAR Stagnant Increase 20% No

H0= No Effect H1= Has an impact

 H0= The data shows there has been no effect for few stores. MGF has been stagnant in terms of

footfall and sales. Same is the case for Rajapark, Salasar footfall and MGF’s sales.

 H1= There has been increase in manifolds when we see the data of Pink Square which has

doubled up in comparison to both footfall and sales. WTP increases 20% footfall via Salasar had

the conversion of Sales 20% more than before.

 

So, we can conclude with the line that impact of the activity varies from place to place.

SURVEYUnderstanding customer’s perspective

Target market: Youth

Sample size: 95 respondents

FREQUENCY OF CHANGING PHONE

0102030405060708090

100

23

54

135

Frequency of Changing Phone

Below 1year (1-3)years (3-5)years Above 5years

MOST PREFERRED BRAND

Motorola; 11 Blackberry; 2

Sony; 4

Samsung; 24

Gionee; 9Apple; 8

LG; 7

Google; 3

Microsoft; 3

Micromax; 6

Amazon; 1Asus; 1 HTC; 5

Fly; 1Panasonic; 1

Lenovo; 1Videocon; 1One Plus One; 2 Intex; 1 Redmi; 1 Maxwin; 1 Atom; 1 Zenfone; 1MotorolaBlackberrySonySamsungGioneeAppleLGGoogleMicrosoftMicromaxAmazonAsusHTCFlyPanasonicLenovoVideoconOne Plus OneIntexRedmiMaxwinAtomZenfone

PRICE CATEGORY PURCHASERS FALL INTO

Above INR25000/- INR(15000-25000)/- INR(10000-15000)/- INR(5000-10000)/- Below INR5000/-

39

2119

13

3

Price Category

Resp

onde

nts

CUSTOMER’S FOCUS WHILE BUYING A PHONE

Brand

Qualtiy

Value for money

2736

32

Preference

FEATURES OF CUSTOMERS EXIISTING HANDSET

Camera 4G Battery Processor RAM Sleekness Internal Memory Customizable Screenshot

76

18

4851

5652 53

26

Features

FEATURES CUSTOMERS WANT IN THEIR PHONE

Proces

sor Price

Operat

ing So

ftware

Peer R

eview

Camera RA

M

Intern

al Mem

ory

Looks

and D

esign

Dual Si

m

Check

ing th

e late

st one

Scree

n Qual

ity

Memory

Card slo

t

Sound

Quality

Side C

amera

Batte

ry3G

/4G0

10

20

30

40

50

60

70

80

90

57

6864

1

8475

71 73

2 1 1 2 2 1

7164

Total

Features

Resp

onde

nts

HOW MANY CUSTOMERS PHONE HAVE THESE FEATURES?

Dual 4G 2300MHz

Chameleon feature

DSLR Professional Mode

13mp back, 8mp front

Air Gestures

Polar Cooler Technology

64-Bit Processor

Delete option for pre-installed apps

Alphanumerical password

Quick click camera(6photos/second)

10

2

14

15

23

5

21

29

43

28

Does your Phone Has?Total

LIMITATION

1. It is a costly method as it requires lot of investment which accompanies risk with it

2. Lack of creative staff who hamper the plan

3. Malpractice and unethical issue lead into huge losses

4. Marketing Research at every remote places is not possible

SUGGESTION

All the advantages and disadvantages should be kept in

mind before jumping into the project. Marketing Research plays important role for the same.

CONCLUSION

Firstly, Lot of planning is being done by the company.

Secondly, implementation is also being done but result is not clear because no proper data is maintained by the team after the retail activities preformed.

Therefore for data collection proper methods and dedicated team is required.

THANKYOU

Name: Hansa TanwaniRoll No: 14PGGMS026(General Management)Batch: 2014-2016Topic: Retail Visibility