Marketing Management II Submission

2012

Business: Shoes Category

Business
Brand Size of Shop Location

Shoes Category
Reebok Shop 450 Square feet Main road, Sakchi Market (Good Parking Space) Main Product : Shoes (50 % Shelf Space) Other Product : Clothing, Deodorant, Gym equipment, bags etc.

Product Range

Customers
The product price range was between INR 2000 to 8000. They had shoes only for men & women. Children were serviced separately through another store REEBOK KIDS in Bistupur. Thus the customer could be defined having the following attributes: Demographic traits: Adult (Men & Women) of Age Group (15-45) majority of Middle & Higher income group families. Psychographic characteristics: Main focus on Product benefits like Quality & Brand recognition Behavioural Actions: The younger customers, mostly students, were upgrading their brand i.e. past purchases were of low priced shoes. But majority of customers were doing repeated purchase i.e. they already were using branded shoes of the same price ranges.

Flowchart: Transaction Process

Customer enters the Shop

YES

Sales man approaches and asks, if he can help

Sales man asks what type of Shoes the customer is interested in and accordingly guides him/her to that section

Customer wants Shoes or Apparels

Sales man asks what type of Apparel the customer is interested in and accordingly guides him/her to that section

Depending on the choice, helps customer choose the right size and help up with the Trial Customer is satisfied with the choice Show other shoes in same size

Depending on the choice, helps customer choose the right size and help up with the Trial

Show other apparel in same size

If customer needs anything else

Sales man moves to billing area with customer

Payment done in cash or by card

Details are taken by the cashier for preparing the bill. The apparel /shoe is packed and is given to the customer with a smile and a greeting.

Customer Experience: Positives & Negatives

Stage

Positives
Someone from sales force approaches them pleasantly The ambience is welcoming Identifies his/her mood and reacts in a manner to please him/her The sales person is welcoming and pleasant The salesman directs him/her to the exact product being sought Sales person establishes a pleasant relationship by cross questioning Even if the customer doesnt want the salespersons assistance they keep a close eye on the customer The sales person be honest with customer in giving feedback on how a particular shoe/apparel looks on him/her after trial The sales person always gauges the mood of the customer and pleasantly strikes a conversation accordingly The salesman Provides with the right variants of the product e.g. shoe and apparel size, quality, etc The manager keeps a close eye on each customer-salesman and pitches in if required The shop owner/manager asks customers for beverages, food etc Salesman gives alternatives for trial Manager talks about latest trends The sales-person provides fact about the different variants The salesman provides alternatives for trial Salesman informs the customers of products/accessories that go along the product

Negatives
No-one notices him/her. Not sure where to find the exact product Look and feel of the shop may be repulsive Greets in an unpleasant manner or doesnt greet at all Doesnt care to attend the customer Salesperson speaks rudely Let the customer have a look for himself without keeping a close eye on him/her Doesnt bother to cross-question Pesters the customer unnecessarily Doesnt give customer feedback Hides information about the chosen product from the customer Pushes the wrong variant by saying its fine / looks great Not accommodative of the customers repeated trials The shop owner/manager remains disinterested in the sales process Other sales-people pass the buck to each other when the customer tries to question.

Customer enters the shop

Salesman approaches and asks if he/she needs help

Ask the customer what kind of product he/she seeks

Helps customer chose the right product and helps in trial

If the customer is not satisfied with the choice

If the customer is satisfied with the choice then query for further

The salesman gets irritated and replies rudely The manager tries to pushed the old product despite the customers resistance The sales-force be rude to the customer and forces him/her to make a choice The salesman hurries them to the payment counter The sales-person doesnt tell about the alternatives Doesnt give feedback on the

purchase?

After the customer wants to make the payment the salesman moves to the billing area with the customer

Customer decides to pay

Details of customer taken

Informs the customer of discount schemes on other products if any and how can the customer maximize his/her savings and value of buy Informs about latest trends Makes the customer feel special by introducing him/her to the manager The billing person is accommodative and greets the customer with a smile The salesperson asks the customer to make a revisit The salesperson tells the customer that he/she is available for any post purchase assistance The salesperson carries the product to the counter Billing person Informs the customer about modes of payments and schemes & offers The billing person informs the customer of terms and conditions and warranty/guarantee clauses The billing person takes proper feedback of the experience The manager ensures that any wrong communication to customer is sorted The manager makes sure that the customer is satisfied The salesman ensures quality carry-bags The salesman ushers the customer and assists with the packaging

customers current choice

The salesperson lets the customer find his way to the counter for payment The salesman lets the customer carry the product The salesman doesnt direct on different schemes

The shop doesnt have both card facility In case of case cash the customer is not given full change

Wrong details or no details of customer fed in The customer is rushed out No carry bags available and hence customer asked to carry out the product himself The customer doesnt get any assistance or attention from the salesperson The customer is left on his own for finding the way out No-one assists with the door for the customer to exit

The product is packed

The customer decides to leave

The salesperson ushers the customer The salesperson requests a revisit and maintains the pleasant demeanour