Group 3

Organised Retail Sector

Services Marketing

Presented By:
Adithya Raj
Gaurav Kumar
Nishant Choubisa
Surbhi Agarwal
Urpreet Kaur Soni
Vipul Gupta
 OBJECTIVES

• To understand the Servicescape of retail outlets

• To recognize the positive/negative impact of Servicescape

on customers’ perceptions

• Effect of Visual Merchandising (color, lighting, shapes,

sound, ambience)

• Understand the use of servicescape

(a) in its positioning strategy,
(b) To appeal to its target segment (s) ,
(c) To facilitate service delivery?
 Research Methodology
• Direct Interview

• Questionnaire
1. Landmark Limited
2. December , 1987
3. Private
4. 8 cities with 10 stores
Ahmedabad, Bangalore, Chennai,
Mumbai, Lucknow, Pune, Vadodara
5. CEO: Mr. Himanshu Chakrawarti
6. Books, Music, Stationery, Magazines,
Gifts, Home store, Toys
7.  http://www.landmarkonthenet.com/
1. Crossword Bookstore
2. August 15, 1992
3. Private
4. 12 cities with 51 stores
Ahmedabad, Bangalore,
Chennai, Hyderabad, Jaipur,
Kolkata,Mumbai, Nagpur, Delhi,
Pune, Vadodara, Vishakapatnam
5. CEO: Mr.Sriram
 
6. Books, Magazines, Music,
Movies, CD-Roms, Toys,
Stationery
7.  
http://www.crosswordbookstores.com/
Why Landmark? Why Crossword?
• India’s first large format book • India’s biggest book retailer
retailer
•Consumers are treated to
•Everything at Landmark is unique shopping
focused at customer experience in a shop that is
satisfaction maximization trendy and hip

• Product lines that cater to the • Crossword's offers a wide

needs of all age groups range of products, and creates
an ambience that would get
the customer to spend more
time, and money, at the store.
 Responses From Managers

• •

- Dial a Book - Dial a Book

- SMS a Book - Fax a Book
-Email a Book -Email a Book

• Outsource the MR function

• TBEM Audit
•Fellowship Programme
• Social Networking ,Viral ,
sponsorship
• Segment
• Landmark Books, Movies,
Music Bestsellers
• Book Reward Programme
• Emphasize on Viral,
Personal Marketing
• Social Economic Class A
• Crossword Best-sellers,
Crossword Recommends,
Books of the Month
 Responses From Managers
• Innovative Marketing
• Visual Merchandising- High
Impulse, Low Impulse
- Adjacencies
• Owns the entire supply
chain
• Pre-training done by old
employees
• Challenge –To Keep, Retain
& Train the Employees
- To Handle Consumer
Demand, customer
reaction
- Personal Interaction
•Crossword Author Focus
•Visual Merchandising- High
Impulse, Low Impulse
- Adjacencies
• Efficient Supply Chain
• Pre-training – Latest
updates and on trends
• Challenge –To Keep, Retain
& Train the Employees
- To Handle Consumer
Demand
- Personal Interaction
 1. Max Retail
2. June 2004
3. Private
4. Indore and Ahmedabad and
Bangalore - looking to set up
100 new stores in next 5 years
5. CEO: Mr. Vasanth Kumar
6. Apparel Retailing
7.
http://www.cplmg.com/our-brands/landmark-retail/max/24/21/1/index.html
1. W Store
2. September 2002
3. Private
4. 30 Brand stores and a total
of 110 touch points across 22
cities
5. CEO: Mr. Vijay Mishra
6. Apparel Retailing
7.  http://www.wforwoman.com/
Why ‘Max’? Why ‘W’ ?
• Relatively new company • Growing apparel industry

• Difference in marketing • Branded retail out only for

and in store promotional women(80% of the industry
practices compared to is oriented towards men),
competitors unique concept

• Ease of accessibility to • Defining fashion with

the management in order constant experiment
to gather reliable
information
 Responses From Managers
• Fashion under 599
•Completely outsources
marketing research to Pan
India.
•caters to the middle class
segment
• Shrewd inventory
management system
• Advertising – uses Lifestyle
• Home delivery, flexible
alterations and retail hosts
• Women’s wear (casual,
formal, western) and
accessories
• Separate research dept
• Caters to upper-middle
class segment
• Advertising - Word of mouth
, Fashion Show
New launch- FM, TOI(across
India ), Hindu (Chennai )
• Sales-every store has a
target, every regional
manager, store manager and
employee
No special policy for retention
 Responses From Managers

• Uses direct Mailers and • Every store has the same

company databases to reach
potential customers directly
•Careful Planning of ceiling
heights and color of walls
interior and color
• CRM- customer calling, SMS,
Invitation card
• Petite, s, grand, Very grand

1. Lifestyle International (P) Ltd
 
2. December , 1999
3. Private
 
4. 14 stores
Ahmedabad, Bangalore,
Chennai, Hyderabad, Jaipur,
Mumbai, Pune, New Delhi, Noida
and Gurgaon.
5. CEO: Mr. Mickey Jagtiani
 
6. lifestyle accessories , shoe
mart lifestyle, home centre
lifestyle , babyshop lifestyle ,
apparel ( men’s and women’s
wear)
7.  www.lifestylestores.com
1. Shopper’ Stop limited
 
2.  October 27, 1991 by the K.
Raheja Corp. group of
companies. 
3. Private
 
4. 11 cities with 22 stores
Mumbai, Bangalore, Hyderabad,
Jaipur, Delhi, Chennai, Pune,
Gurgaon, Kolkata, Ghaziabad,
Lucknow.
5. Chairman: Mr. Chandru L.
Raheja 
CEO: Mr. Govind Shrikhande
 
6. Men Apperals and
Accessories, Women
Apperals and Accessories,
Toys, Mothercare, Home
Why Lifestyle ?
• Positioned as a trendy,
youthful and vibrant brand
• Offers customers a wide
variety of merchandise
• Provide exceptional value
for money
Why Shoppers
Stop ?
 VISION -" To be
a global retailer in India
and maintain its No. 1
position in the Indian
market in the
Department Store
category."
 Shopper's Stop has
become the highest
benchmark for the
Indian retail industry
 Only Indian member
 Responses From Managers
• Prime class loyalty
programme
• Outsource the research
• Pricing standards are
different for private label
brands
• Employee Training – Less
Empowerment
• Order processing system.
• Standard ambience policy
 Shopper's Stop is a
household name, known
for its superior quality
products
 Known for providing a
complete shopping
experience
 Superior quality
products and services
 Positions itself as
Fashion & Lifestyle store
for the family
 Provide shoppers a
 Responses From Managers

 "First Citizen“ Loyalty

• Message should not be loud programme
– Simple Advertising Strategy • Exclusive Cash Counters
• Out-store Offers
• Challenge in retaining and • Reserved Parking
• Associate Card
getting new customers. • Program Partners Reward
Points
• Customers always right
policy  Shoppers Stop Gift
Vouchers
• New strategy – Carrying bag

 Shop with confidence

• Secure Shopping
• Customer Care
• Shipping Policy
• Privacy Policy
• Return Policy
• Size Charts
Responses From Managers

 Impact of Servicescape
on customers’ perception
As an effect creating medium
As an message creating medium
As an attention creating medium

3 main characteristics in
servicescape, influencing
customers’ experiences
are:
• Pleasatness (Color, Lighting,
sound, ambience)
• Convenience
• Safety

 Servicescape is beneficial
in Creating Corporate
identity and positioning:
 Similar Ambience
 Huge Parking Area
 Pleasant interiors
 Air conditioned
 Departments and sub-
 LEARNING
• The study has given us an insight on how a service industry
operates

• Innovation in the service industry has formed the key for

survival

• Retailers have immense knowledge about consumer choice

and how it will affect their revenues in the long run

• Retailers have their own way of retaining customers by

making sure that they approach every customer on an
individual basis on special occasions

• Advertisement is in such a way that it is cost- effective also

along with pulling premium customers into their showrooms
 Acknowledgements
1. Manager name :- Mr. Selva 5. Manager name :- Mr. Santosh
Designation :- Store Manager
Designation :- Marketing manager
Shoppers Stop
Lifestyle International Pvt. Ltd.,
Oasis Centre 6. Manager name :- Mr. Rajkumar
2. Manager name :- Mr. Dinesh Designation :- Store Manager
Designation :- Est. store manager Max Retail
Landmark Ltd
3. Manager name :- Mr. Chandra Shekhar
Designation :- Regional Manager
W Store
4. Manager name :- Mr. Junaid
Designation :- Store Manager
Crossword Store
 Acknowledgements

We as a team, would now like to thank Mr.

Sudershan Seshanna for giving us this knowledge
opportunity to interact with the industry and
hence gain and experience that else couldn’t
have been found in textbooks.
THANK YOU