DESIGN BRIEF FOR A GIFT

SHOP

Submitted to:
Submitted by:
Prof. Neeraj Gupta
kuldeep Kumar Sharma
DESIGN BRIEF FOR A GIFT SHOP:

BACK GROUND TO THE PROJECT: I am going to open a gift shop, that will keep soft
toys, greeting cards, arterial jewellery, flowers, perfumes, and personalized products and gifts
that will customize products based on name, photographs and templates over products like t-
shirt, mugs, key chains and greeting cards .

The shop will be a truly unique store for people who enjoy collecting and for those
discriminating shoppers who like to give unique gifts.

The store will be opened on first floor in pratap plaza that is in pratap nagar, tonk road, jaipur.

Store name: TOHFA

Vision: To help customers in self expressing which is the desire to be unique and express it by
providing personalized products.

USP: The store provides a whole range of gift items with personalized gift products that will
customize products based on name, photographs and templates over products like t-shirt, mugs,
key chains and greeting cards that will discriminate the store from other gift stores.

Competitive advantage:
Proximity to the institutes: the college going students contributes to a large number of
customer base for these kinds of shops. So this is a segment which keeps paramount importance
for the shop.

Pratap plaza is a hang out place for most of the students of institutes of sitapura
.so the stores location is a competitive advantage which is easily accessible to them

personalized gifts: as most of the gift shops keep products that are available and kept by most of
the gift shops but this store provides personalized products too that creates a differentiation and
will allure those discriminating shoppers who like to give unique gifts.

first mover advantage: there is no gift shop in pratap plaza which is a hang out place for student
and this is an eminent place in pratap nagar so opening a gift shop can be a advantage.

Target customer &life style: the target segment for the store that keeps paramount
importance are the college going students followed by newly married couples, children and
everyone who enjoys the occasion by gifting to their dear ones. The target base is educated,
information seeker, updated and enjoy occasion and share gifts. There needs and usage are based
on different occasions like parties,

Geographical market characteristics: pratap nagar is a place in the outskirts of jaipur

where mostly the families belong to middle income group.pratap plaza is a land mark there
which is easily accessible as this place is on jaipur tonk highway. There is healthy competition in
the market in this area. The languages spoken are Hindi, English & marawari but the most
preferred language is Hindi. The people admire their culture.

Competitive analysis:
SWOT
Strength: location (proximity to the institutes)

Personalized gifts

Weakness: as the company is new so building retailer supplier relationship will take time.

Opportunity:

Threat: From the unorganized market that is prevalent and from the known brands like Archie’s.
That has top of the mind recalls in customer when customer thinks about gifts.

Positioning: THE STORE OF KINGS AND VICE VERSA.

Merchandise category & brands:
Category: soft toys, greeting cards, arterial jewellery, flowers, perfumes, and personalized
products and gifts.

Brands: Archies,

Desired mood and ambience:

Colour: The colour on the wall would be pink as it is soothing and supports the product and
signifies love.

Music: a mix of romantic and soothing will be played to encourage shoppers to slow down ,relax
and take a good look at the merchandise and thus to stay longer and purchase.
Scent: would be used that will have a positive impact on buying behavior and customer
satisfaction.

Finishes:

Floor: granite would be used on floor as it shines.

Walls: racks for placing the products will be made. And split ac is also there .

Ceiling: recessed light

Texture: plain and soft texture would be used that is compliance with our product and
positioning of the store

Lighting:

Temperature: in day time 22degree and in evening 24 degree.

Merchandise presentation:

-stacking

-pegging

-pegging

-mixed

Signs & graphics:

-informational

-promotional

Store exterior:
Store front: window display will be used as store front so that the customer will be attracted by
the best presentation of the product. Some eye catching display would be placed near the store
front.

Parking: as the store is in pratap plaza that already has good parking facility.

Store entrance: single entrance and exit store.

Shop location & site: the shop will be opened on first floor at patap plaza in pratap nagar.
Shop size & space use: the size of the shop will be 500 sq ft of which the whole space is
used for displaying the product, cash counter and one small cabin. The customization of the
product would be done in a small cabin created inside the store. The layout used will be loop so
that the customer will take a whole round of the store and seek different variety of products and
will choose which best suits him.

Methods of operation: the business is an almost zero inventory model with a focus on
supply chain automation and fulfillment. Partnership with several suppliers who will supply us
the plain t-shirt , mugs etc and other providing gift items and with personalization technology
supplier.

Merchandise mix characteristics: the store will keep a wide variety with shallow
assortment.

Display methods:
Close display: for expensive gift items.

Theme setting display: to clearly differentiate the gift items as per the occasions.

Rack displays: for less expensive gift items but needs better presentation.

Security strategy: the company will use CCTV as well as a gaurd that will ask the
customer to place the pollybag or bag whatever they carry at the entrance and provide token.

For sfety from fire , fire retardant material will be used.

Promotional and marketing requirements: the advantage the company has is its
location that will reduce the companies’ expenditure on promotion. As students visit pratap plaza
so they will come to the store for taking experience and better experience will create a good
word of mouth .the store has only to promote its usp personalized product, that can be done by
news paper advertisement and conducting design contest and identifying talent and rewarding
them for future expansion of the business to create designer community. These events will work
as two pronged strategy.

Method of payment: the store will accept payment by cash, credit card debit card. The
store will use cheque for the suppliers payment.

Customer service offer: loyalty cards for customer retainment and increasing customer’s
preferability of the store.

Legal issues: the store will follow all the legal issues and will work in compliance with the
building and safety measures.
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