internship presenttion

7/31/2019 Internship Presenttion

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Gurgaon CENTRAL - Pantaloon Retail India Ltd

Sector-25,MG Road , Near IFFCO Chowk,

Gurgaon: 122001


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A Study of Marketing Mix Offered ByCentral Gurgaon and Customer`s

Behavior

By Ajeet Kumar

Swati Singh


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Objective

To critically analyze the marketing mix offeredby central mall , Gurgaon.

To observe and identify strategicallyimportant customer behavior .

Sub

Objective

To examine different component of marketing mix .

To study the effectiveness of different marketing strategy

applied by central mall To study the effect of change in marketing tactics on

customers behavior .


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1 Aware Customers

2Change In Perception

3 Attitude Formation

4 Purchase Decision

Change in Consumer`s Decision Making Process is multi-level

process


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Strategies of Attitude Change

1. Changing the Basic Motivational Function Utilitarian

Value-expressive

Knowledge

Combining several functions.

2. Associating the Product with an Admired Group orEvent

3. Resolving Two Conflicting Attitudes

4. Altering Components of the Multi attribute Model Changing the relative evaluation of attributes

Changing brand beliefs.

Adding an attribute.

Changing the overall branding.

5. Chan in Beliefs about Com etitors Brands


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identified 3 different type of customers in mall based on their behavior

Perfectionist (Mr. & Ms.) Aggressive (Mr. & Ms.)

Free Roamer (Mr. & Ms.)


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Product

Brands

Value Quality

Warranties

Usefulness

PRODUCT


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CATEGORIES AT CENTRAL

MENS WEAR FORMAL

CASUAL

WOMENS WEAR

ETHENIC

FORMAL

CASUAL

KIDS WEAR

GIRLS ETHNIC WEAR

GIRLS CASUALS

WOMENS ACCESSORIES

Jewelries

WRIST WATCHES

FOOTWEARS

SPORTS WEAR

SWIM WEAR

FOOD BAZAR


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0%

10%

20%

30%40%

50%

60%

70%

80%

90%

100%

All 5 Brands

4

3

2

1


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0

0.5

1

1.5

2

2.5

3

3.5

4

Avg. No. Of time trail room used

Avg. No. Of time trail room

used


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MEN`S FORMAL (Brands )

Van Hussein

Louis Phillip

Park Avenue

Wills Lifestyle

Success

Lombard

Turtle Urbana

John Player

Black Berry

Arrow

Raid & Taylor

Bare


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Price

Price

List Price

Allowance

Discount

Payment Period


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Promotion


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About CLP(Central Loyalty Program)

Part of Indias largest multi-partner loyalty program,ensuring you earn points faster than any other

program currently running in India


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CLP Vision

Building Rewarding Experience with our

customer franchise by offering the best in

class rewards and recognition.


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Benefits

The Points you earn can be redeemed at CENTRAL or any of the partners outlets.

Promotions that will offer you bonus points ,special offers and online point redemption

On shopping of Rs 100 @ Central ,Central loyalty card holder will get 4 points .

One point is worth of 0.25 paisa.

Exclusive Friday Offer

Earn Offer Flash your Card, Shop and earn double the points only on Friday. (2x offer)

Burn offer Redeem your points and get 20 % of the points redeemed back.


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Place

Fi Lift J k l


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Fire

Exit

Lift

CelioJohn

Miller

Jack

&

Jones

Inexcess Status QuoProline

Lee cooper

Payment

counter

Ajile Bare

Tr

ail

Roo

m

AjileUrban Yoga

Puma

Fire

Exit

Manchester

United

Speedo

Nike

FILA

AdidasReebok

LOTTO

Spadl

ing

23Converse

PLANET

SPORT

PepeLondonLeeVio

U

SPA

SPYKAR

Flying Machine

Lawman

Integrity

Denize

n

LawMan

ee

Cooper

Tr

ail

Ro

o

m

BOSSINI

LEV

I`S

Wrangler

Customer

Service Desk /

Wi-Fi central /

Gift Central

Escalator to 4th floorPayment

counter

WILD Li Arrow Arrow New

USPAVIPIndian Wills


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WILD

CRAFTLi

ftPARX

Arrow

Sport

Payment

counter

Arrow New

York URBANA

Trail Room

Louis

Phillip

Formal

VAN

HUSSIAN

PARK

AVENUE

LOMBARD

PlayerJohn24ConverseARROWSUCCESSRaid &

taylor

V.

F-

Factor

JOHN

MILLER

LOUIS

PHILLIP

Wild

Craft

Paym

en

tcoun

ter

USPACarlton VIPIndian

Terrain BAREArrow

Wills

LifestyleProvo

ge

Louis

PhillipTURTLE

Black BerryDaniel

HeachterCOLOR PLUSSCULLERS

INDIGO

NATIO

N

All +

size

Samsnite

Am

ericanTourism

M

M

Be

lmonte

Allen

solly

Akkriti

Manyavar

M

M

RIG INC CLARK CASHUSPAUC ALLEN CATHUSHROCIA


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RIG

KIDS NI

&

JO

N

Y

INC.

5

CLARK

Payment

counter

CASH

COUNTER FRANCE

LEORE

RED TAPE

BUCKRO

O

WALK IN

LILIPUT

PUM

A

MATTSAMSUNGE-

CARE

25

PANASONI

C

TOYSSECTION

E- CARE

V.

F-

Factor

PIPPERMI

NT

CATMO

SS

BONNIE

JEANS

CHALAK

Paym

en

tcoun

ter

USPARUFFS UCB SOLLY WAL

K

PUPPI

E

ROCIA

BARE

LOUIS

PHILIPLITTLE TITLE

LIFT &

BACKPINK & BLUECHICCO

TRIAL

ROOM

BIBA

GIRLS

TRIALROOM

M

M

Be

lmonte

Allen

solly

Akkriti

Manyavar

M

M

BO

AR

ED

GA

ME

S

FUN

SKO

OL


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People


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Observation :-

Two type of salesperson (based on joining in central ):-

I. Less than 3 month

II. More than 1 year

Most of them are 12th pass . Observations about category 1 salesperson

i. Shy(lack effective communication skill)

ii. Little product knowledge (merchandise , fit , fabric ,style ,trend )

iii. Body language (not impressive )

iv. Smartly Dressed

v. Low confidence level Observation about Category II salesperson

I. Have good knowledge about product placement , price range , availability of

demanded product in other brands, demanded style , current trends ,and key

concern area (i.e unavailability of color , size , fit , fabric )

II. Negative attitude for communication was observed (reluctance to talk).

III. I know every thing attitude is also being seen in few of them .

IV. Most of them have shared a common problem of unavailability of right product .


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In the world of retail sales, actions count, not words. . Make sure you as a salesperson and your product and/or service . Makebig commitments, fulfill them all, and then give a little extra.

Dont compete, create! Find out what everyone else is doing, and then don't do it. . Approach yourretail sales in a way that sets you apart from other stores in a way that makes a positive and long lasting

impression.

Remember a picture is worth a thousand words! with the words you use. Use the following : free, new, you, discover, save, guaranteed, introducing, results, benefits,easy, proven, love, alternative, now, win, gain, happy, trustworthy, beautiful, comfortable, proud, healthy, safe,

right, security, fun, value, advice, wanted, people and why.

: buy, purchase, obligation, failure, bad, sell, loss, liability, difficult, wrong, decision,deal, hard, death, order, fail, cost, worry and contract.


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It is your obligation to close, and provide your customer with an . You will know where you are with your customer's by closing throughout the presentationand gauging the responses. As customer gets closer to the "will-invest-line", you will receive more positive

responses.

Think of a balance scale as representing the way your customer's mind operates -against the required investment.

Remember to (not before the need is established and benefits of a product/service are known)and often, so you won't buy your product back.

Effective closing questions should be natural, sincere, yet assumptive . Include physicalaction. Offer a choice between alternatives. Be sure your question requires a response. After asking a closing

question, be quiet. Usually, the one who breaks the silence gives in.

Objections do not mean "no". They mean your customer is interested in seeing.

For objections that do not deserve a response, , bypass the objection and continue yourpresentation.

The READY formula suggests five ways to respond to an objection: reverse it, explain it, admit it, deny it,or ask "why?


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Develop a sense of about your service or product. Convictionalone is sometimes enough to handle even a major objection.

Always maintain a by visualizing the gainful end result of yourwork for your customer, company and yourself. Even in the face of resistance,

remember that your effort will be appreciated once your customer realizes you are

there to help.

Develop a schedule for customers who bought from you. Remind themthat you are there to help them with their future purchases. Remember it is five times

easier to maintain an existing customer than to acquire a new one.

You dont have to work as hard to if you leave such animpression with your customers that they always ask for you when they come back. Selling is a combination of . Certain things must happen before a sale is made. Everycustomer/prospect must answer six questions: Do I want the product? Do I want this particular one? Do I

want it now? Do I want to pay the price? Do I want to get it from you? Do I want to get it from your company?

Sell . Show your passion when you describe a feature of your product, explain itsfunction, explain the benefit of that function, prove the benefit by providing evidence, and ask a nail-down

question to get your prospect's verbal acceptance of the benefit's value.

Benefits help you tune-in to your customer's mental radio station, WIIFM,


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Key Concern Area for training :-

Product Knowledge

Expected Customer behaviour in particular

category

Brand awareness

Interaction (communication )

Personality development

Trends and Forecast

Reporting System


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Selling Process

Presentation HandlingObjections

Approach Follow-Up

Need

Identification

Gaining

Commitment


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Delighting Customers


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By: Liz Tahir,

lastly as Corporate Vice President, Merchandising,

for D.H. Holmes Company, Ltd., department store group.

l l h l lk


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Effective

CustomerInteraction

Always smile while talking to a Customer.

Always maintain an interested and helpful expression

on your face.

Maintain eye contact. Even if you are busy with other

customer, look towards the customer and

acknowledge his/her presence.


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Effective Customer Interaction

Maintain a distance of at least 2 feet.Speak softly and clearly, without an artificial accent.

Avoid unnecessary movements of hands and facial

gestures.


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Effective

CustomerInteraction

Keep your hands on the sides or behind your back.

Do not keep your hands in the pockets or on the

hips.

Do not cross your arms across the chest.

Do not lean against a counter/gondola.

Top 7 Rules For Handling Customer


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Grievances

To respond to a customer who has several legitimate complaints you must keepthese seven rules firmly in mind.

Rule One:

Listen with understanding & sympathy. This diffuses anger and demonstrates your

concern. Tell the customer something such as "I am sorry you have been

inconvenienced. Tell me what happened so that I can help you. It is vital to show asincere interest and willingness to help. The customer's first impression of you is all

important in gaining co-operation.

Rule Two:

No matter what or who caused the problem, never, ever blame or make excuses.

Instead, take full responsibility and the initiative to do whatever you can to solve the

problem as quickly as possible.

http://top7business.com



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Grievances Rule Three:

Paraphrase and record what the customer tells you. Wheneveryou hear an important point say "let me make sure Iunderstand; you were promised delivery on the 10th and youdid not receive the product until the 1st of the followingmonth. Is that correct?

Rule Four:Find out what the customer wants. Do they want a refund,credit, discount or replacement? The customer is complainingbecause he/she has a problem and wants it solved as quicklyas possible. Find out what their problem is so you can worktowards it and not towards a solution they do not want.

Rule Five:Propose a solution and gain the customers support. When thecustomer tells you what he or she wants the solution is usuallyobvious. State your solution in a positive manner. "I will behappy to give you a full credit for it or other merchandise. Isthat acceptable for you? If it is acceptable, act promptly.




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Grievances Rule Six:

If the customer does not like your solution, ask what they

would consider a fair alternative. Never let a customerlose face. If you cannot meet their request, say so, butnever say they are wrong, and never get into an argumentwith a customer. It is vital to be considerate of thecustomers feelings and to be courteous. Sometimes thecustomer knows full well that there is nothing you can do.All the customer really wants is someone to hear andrespect his or her point of view, and you can always givethem that.

Rule Seven:Follow up within a few days to ensure that the customer iscompletely satisfied. This last tip should ensure that therelationship is strengthened and you may well gainadditional business.Do remember that, a customersloyalty is only as strong as the success of their last contactwith you.

Always remember that it takes 5-10 times to get a new customer than keepingthe existing one.



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Process


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Process


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Physical Environment

Ambience of central mall gives a feeling of Blend of Indian Culture


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and Luxury with use of RED AND WHITE colors along with use of

Flowery print .

It has been

Observe d that

more than 80 %respondent spent

more than 20

minute in the

mall and at least

5 minutes on

each floor .

0%

10%

20%30%

40%

50%

60%

70%80%

90%

Time Spent on different floor and In mall

on ground floor

on 1st floor

on 2nd floor

on 3rd floor

in mall

Rate the Ambience and music played in Central on a scale of 1 to 5 (1 being worst and 5 being


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%100%

Ambience Music

25% 35%

45%40%

10%12%

15%8%

5% 5%

1

2

3

4

5

best )


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15%

35%

40%

10%

response

Not Exactly

listen but not actively

yes

Don`t care

Response of Open ended question Have you listen song being played ?is

being recorded and articulated and result is as follow

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