MARKETING STRATEGY, SALES AND MAPPING OF RETAIL SECTOR

Submitted by : Amu Prabhjot Singh Anuradha Chakarborthy

Overview

As a part of my project I was asked to map the retail clients and also to make an initial pitch to them for Sales. For the experience, I visited the four gurgaon malls i.e Mega Mall, Grand Mall, City Centre and Ansal Plaza, Palam Vihar. This was done so that we can have a feel of the market and understand how the retail customers think and how to develop suitable strategy for them. This gave me the general experience of sales like how to approach the client, client engagement, how to guide the flow of the meeting, and general meeting etiquettes etc. Following were the key takeaways:

y Begin by general pleasantries like how the industry is doing, how the company is doing, any new thing coming up or ask for any acquaintance in the company. y Start with the general introduction of the company and go on to give the details l ike the network, the profile of the audience, some famous locations, number of screens, cumulative traffic and past campaigns.

y Lay special emphasis on audience, number of screens. y Mention the latest innovations and a few clients for whom we have done the c ampaigns. y Try to determine the requirements of the client. y Suggest some offerings or the service we can do for him, like flexicasting, content development. Also tell him what will be the advantages of getting associated with us.

y Consult the team head for the requirements of the client to check the feasibility and look for innovation in our offerings.

y Give a rough idea of the cost involved and send across a draft of sales plan with the requirements of the client. Following would be the steps involved in a Sales Process 1) Calling the person in the Media Department This step involved calling the Head of Media Department or person from buying department of the advertising agency. After general pleasantries, try to fix up the meeting with the person. 2) Meeting the person Meet up with the person concerned. Check out if any campaign has b een done in the past. If no, then give a general introduction of the company and try to highlight the key features like network, audience, premium locations etc. Also give the rough idea of the monthly exposure and the cumulative footfalls. If yes, then tell the new things we have done in terms of campaign, network addition and innovation. Try to find out the requirements of the client like what all locations is he interested in, what services he is looking for and how we can help in these. 3) Draft Sales Plan Prepare a draft Sales plan with the requirements of the client like if the client wants to do

a campaign in Delhi NCR in just the Leisure network, then work out the costing @50 paise per 10 secs accordingly and send it along with a summary of plan. 4) Follow up Follow up with the client on the draft sales plan and negotiate the pricing issues or other requirements. Rework the sales plan with the negotiated details and share it with the client.

5) Close the deal After all the things have been finalized and agreed upon, prepare a contract statement for the stipulated time and carrying all the terms and condition, offerings, services and payment details and close the deal. Sales Proposal The Sales proposal contains the detail of the sales offer to the advertiser. It generally includes the list of locations, network and cluster as required by the advertiser. It also contains number of live screens, the weekly exposure, the cumulative footfall, and total commercial time. Following are the main parameters of a Sales proposal and their calculation:

y Number of location y Number of Screens

Total number of locations as per the requirement of the client. Total number of live screens within these locations and network. It s the total number of footfalls on the locations within the

y Cumulative weekly traffic week.

y Period of Activity

As per the demand of the advertiser.

y Commercial time slot (T) The continuous duration or air time of one advertisement. y Exposure per week (E) This is the total exposure at each location. Exposure means the

number of times the advertisement would be played per week in a given location. E = T * No. of screens * run time/week. y Period of Activity (A) The stipulated time for which the campaign would be run.

y Total Commercial FCT (FCT)

This is the total seconds the advertisement would be on air

during the period of activity. FCT = A * E * T y Rate (R) Is the charge per 10 seconds of air time. y Investment is the total fee the advertiser has to pay for running the campaign at the

desired locations, for desired period, and at the agreed rate. I = A * E * R * T/10 Following are the clients that we have visited till now and the status of the meeting:

COMPANY
Mirchi Osho World Provogue Lacoste Fitness World Meena Bazaar Paisley Homz World Kaff Alpine Visage Roca Cata Castle 9 Flavors of China Pollo Campero Planet Fashion @ live Pioneer ion exchange Sital dass & son Kxy.kxy.kxy Naqash royal arts York hotel Taste of Dilli kabab K-street Earthen pot

MARKETING HEAD/ OWNER

Ranjiv Naina Jitender Manish,Abhishek Priyanka Sameer Ritika Hitesh Mehta Saurab

STATUS
Not interested Not interested right now Don t want to do with ooh media Not interested Meeting done. Will call on 15th to fix meeting with MD Not interested Dont advertise Proposal sent. Following up No plans to do with ooh media now.will call back when interested Not interested Mail sent. Following up Have own media agency Proposal sent. Following up Proposal sent. Following up Interested in advertising. Proposal sent. Have to call on Monday for meeting Not interested Contact given to tanushree Following up Not interested Not Interested Not interested Not interested Not interested Not interested Not interested Not interested Not interested right now

Seema Sharma

Navneet George/Sudhir Gauravdeep Nitin Siddarth Rachit kapoor yatin sethi tapas mukerjee Virendra k rakyan Jameen naqash Mr. Yadav

Connaught Place
The Brands and stores (in CP) that showed interest in last 1 month, are listed below: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. Denizen Ivory J Mart Sunita s The Host Greenways M. A. Ramzana Jwellers United Coffee House Tao Zen Embassy Happy Hour Hotel Alka Shwing Bar Minar Restaurant Salwans Chicago pizza Bonsai Rodeo Three Cheers Jawed Habib Salon Shahanaz Group of companies

Note: All the proposals, that were either mailed or manually submitted to the shops, were approved by Rahul Sir or Gautam Sir.

The Brands/ Stores, with which, talks are still on, are: 1. 2. 3. 4. 5. 6. 7. 8. Denizen United Coffee House Minar Restaurant Salwans Chicago pizza Bonsai Jawed Habib Salon Shahanaz Group of companies

The brands with which, meetings are tentative, this week: 1. Minar Restaurant 2. Salwans 3. Chicago pizza

4. Shahanaz Group of companies

The brands/ shops to which, meeting has been done, proposal has been sent, and we are waiting for their reply are: 1. 2. 3. 4. Denizen United Coffee House Bonsai Jawed Habib Salon

SUPER MART -1, GURGAON

Our proposed screens to these retail shops:
1. Screens in Supermart 1 and 2 2. Residential buildings like Regency Park, Hamilton Court, Ritzwood street.

General Info:
1. Footfall of the mall: 4000-5000/day. 2. Shops are not happy with the screens. Some of the screens were not working while the rest gave a very distorted picture.

3. Self sufficient shops with clientele coming from the local residential build ings. 4. In most cases, Demand is more than the Supply. So they don t find any reason to spend on advertisement. Specific Feedback from a few distinct shops: Category: Electrical goods and Appliances. Shop: Hari Electricals
The important points that they have said: 1. 2. 3. 4. 5. Sell: 200-500 products sold per day. The market is local and customers are from the residential places nearby. Already there is more demand than supply. Products are branded, so the brands itself does the required advertisements. When the brands give advertisements in the local newspaper, they generally give the dealers name and contact no., that serves their advertisement. 6. So these shops believe in: a. Personalised service: like home delivery. b. Family relationship leads to long-time customers that they claim to be their USP. c. As advertisement, they depend on word of mouth publicity.

Category: Salons

Shops: 1. Shape-n-curves 2. Wong s

The key points of this category: 1. There are around 10 salons in this mall itself. 2. This category understands the importance of advertisement, to beat the competition. 3. They generally advertise in: i. Website ii. Gurgaon City 4. But they are still not familiar with the OOH medium, and are apprehensive about advertising over here.

Category: Electronics Shop: Sony Service Centre

The important points that they have said: 1. 2. 3. 4. 5. 6. 7. Only Sony outlet in entire Gurgaon. The Owner sits in Nehru place. Footfall/day: 20-25 Sales/day: 4-5 10 yrs old shop. So people know about this outlet. Rest of the advertisement is done by the brand itself. The owner also has another shop of pirated goods in the same market. Did not want to discuss anything about it.

Category: Apparels Shop: Vogue

The important points that they have said:

1. The owner said outright: Screens at this mall are placed in such locations that no one watches it 2. Not impressed with the screens of the nearby residential places, either. 3. Seasonal sales. 4. Collaboration with Pantaloons. 5. They give 2 discounts/year, generally around 20% 6. Footfall: didn t want to disclose. 7. They generally advertise in: i. Website ii. Gurgaon City Category: Property Dealer Shops: 1. J. P. Properties

2. Homz World.
The key points of this category: 1. There are around 5-6 dealers in this mall itself. 2. This category understands the importance of advertisement, to beat the competition. 3. They generally advertise in: i. Website ii. Gurgaon City 4. But they are still not familiar with the OOH medium, and are apprehensive about advertising over here. 5. Homz World was interested. They asked for the proposal, too. a. Proposal sent (as per Gautam Sir s Instruction): i. 12 locations ii. 81 screens iii. Creative duration: 10 secs iv. Time: 4 weeks v. E.R.: 50p vi. Deal size: 70K b. But it finally did not work out.

Category: Food Shops:

1. Food shops there are mostly small shops that serve home delivery service in the nearby residences. 2. There are around 7-8 small restaurants in this mall itself. 3. This category understands the importance of advertisement, to beat the competition. 4. They generally advertise in: a. Pamphlets b. Website c. Gurgaon City (sometimes) 5. But they are still not familiar with the OOH medium, and are apprehensive about advertising over here

# Feedback on screens:
1. The screens are so placed that there is no place to stand and watch them. 2. The screens in front of Bakers Port and J. P. Properties are totally distorted. 3. The detailed feedback of the same had been mailed on the next day to the respective authority.

Our Observation:
1. Most of the stores are self sufficient, with a fixed clientele. This clientele come from the residential places, nearby. 2. The shops are still not very familiar with the concept of advertising in an OOH Medium.

3. Some of the sectors, that have a wide competition, are the ones that showed interest on the first go: a. Property Dealers b. Salons c. Restaurants 4. But the major issues for which they backed out were: a. Lack of knowledge and idea: No peer group advertising in this medium. b. Budget constraint: Both Food Centre-s and Salons have a very low budget of advertisement. (One such restaurant said that even 8-10 K will be over-budget for them.)

ANSAL PLAZA, PALAM VIHAR

Our work:
1. To check all the screens 2. To check all the shops and brands present there. 3. To talk to the securities, mall manager, and store for the general info and trend of the shop.

General Info:
5. Footfall of the mall is very low. That too people only come for hanging out. 6. Shops are not happy with the screens. Some of the screens were not working or gave a distorted picture. 7. Half of the shops were closed. 8. Sales is low and is on a verge of decreasing. So, there is very low prospect of getting advertisement from this place.

GALERIA
General Info:
1. 2. 3. 4. Footfall of the mall is fairly good. There are no screens in Galeria. So they were pitched for the residential buildings nearby. Self sufficient shops with clientele coming from the local residential buildings. In most cases, Demand is more than the Supply. So they don t find any reason to spend on advertisement. 5. The main mode of their advertisement is word of mouth.

So, there is very low prospect of getting advertisement from this place.