Summer Internship Project Presentation Summer Internship project Presentation On A study of Marketing Communication Mix On Strategies Adopted By Anchor

Retail Firm In A Study Of Marketing Communication Mix Great India Place Mall
Strategies Adopted By The Anchor Retail Firm In Great India place By : Pawan Kumar PGDRM-10 FT(RM)-08-116
1

Company Profile
 Unitech, real estate firm, and International Amusement Ltd, widely known for their Appu Ghar project, have formed a joint venture to be known as International Recreation Parks Pvt Ltd (IRPPL) and will be coming up with two entertainment parks in Noida and Rohini.  The construction of these parks will cost the company approximately Rs. 1,600 crore.  The park would feature over 30 different rides and various attractions.
2

Cont
 IRRPL, had invested Rs 1,200 crore on the Noida project and around Rs 400 crore on the Rohini project.  Noida will have a built up area of 150 acres, which would be divided into two zones amusement park and commercial park.  A world-class integrated destination with multiple theme park, cinemas, shops and restaurants
3

The Great India Place

 Designed by Callison Inc. the interior theme is "shoppertainment", which integrates shopping and entertainment in the same premises.  Spanning 150,00,00 sqft, this is one of the largest retail developments in India.  It houses big retail outlets like the Shoppers Stop, Globus, Pantaloon, Big Bazaar, Home Town, Lifestyle and Lifestyle Home and also has outlets of well known brands like Bossini, Adidas, Nike, Guess, Marks & Spencer.  The mall follows a zoned concept with home and grocery on the basement level, women's apparel on 4 one side, men's on the other.

Objective
 Study about the various marketing communication strategies adopted by various anchor retail firm.  What strategies the retail formats use to meet & beat the competition within GIP.  What is the significance of location of each retail format with in GIP.  What are the motivational tools used in these retail formats to enhance & performance.
5

Anchor Stores
Lifestyle:- Lifestyle International (P) Ltd is part of the Landmark Group, a Dubai based retail chain. With over 30 years experience in retailing, the Group has become one of the foremost retailers in the Gulf.  Effective Visual Communication .  Discount Purchasing.  Send mail and SMS to regular customer.  Provide membership card to their regular 6 customer.

Shopper Stop
 Shoppers Stop is an Indian department stores promoted by the K Raheja Corp Group.  Shoppers Stop is one of the leading retail stores in India.  Shoppers Stops has a loyalty program called First Citizen.  They also offer a co-branded credit card with Citibank for their members.
7

Big Bazaar
 Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation.  It is a subsidiary of Pantaloon Retail India Ltd's, Future Group, and follows the business model of United States-based Wal-Mart. Loyalty program  ICICI Bank Bazaar Silver Credit Card.  ICICI Bank Bazaar Gold Credit Card.  Shakti Card.  ICICI Bank Bazaar Central Credit Card. 8

Cont
 Online Promotion.  Telecalling from the collecting database.  Sms with special offers on Birthdays,
Anniversaries, New Offer\promotion Eying the buying behavior Pattern.
9

Research Methodology
 In the survey work the method of Questionnaire is being used. The questionnaires are then studied properly to find out about the various inputs from the customers of GIP Mall. The survey was done among 50 customers in GIP Mall.  Gathering of secondary data.  Compiling the data & making the questionnaire for customers.  Counting the number of stores & dividing them according to various segments.  Checking the particular store location & the relevance 10 of the location.

Questionnaire

Through my survey I found that 46% of the respondents visit TGIP twice a week, 20% respondents said that they visit TGIP once in a month. 11

 It is found that TGIP is in the top list for an overall entertainment as 44% respondent voted TGIP at the top for overall entertainment place and next is Shipra mall in the mine of the respondents.
12

 Most of the respondents find the ground floor most preferable one for hangout as 38% prefer the ground floor and only 10% find basement as preferable place in TGIP.

13

 BIG Bazaar is the heart of TGIP and its the store which catches the audience most as 40% find shopping of HOME SHOPPING in BIB 14 BAZAAR most interesting one.

 It is found that most of the people visit the mall for apparels as majority of the respondents said that they visit in the mall for Apparel Category.
15

Most of the respondent said that cant resist to forget to visit BIG BAZAAR whenever they go in TGIP as 38% percent preferred BIG BAZAAR. 16

The main thing of driving a person into the mall is the Visual communication as 48% respondents found visual communication as the major driver for making them to 17 go into mall.

68% respondents are aware of the Loyalty cards being provided by the TGIP but there are 32% respondents 18 are still not aware of the Loyalty card.

 Most of the respondents said that they have TGIP Loyalty card 38% respondents are having TGIP Loyalty card and 30% respondents have pantaloon 19 Loyalty card.

64% respondents are happy with Loyalty card scheme but only 36% respondents and not happy.
20

Conclusion
 To increase the footfall of the store during the weekday.  Customers are more attracted towards Discount Schemes & Sales.  Various Product lines also attract customers to choose their retails stores.  Entertainment units & Kids zone should be provided in Retail stores in order to cater more customers.
21

Cont
 The after sales service of retail stores should be helpful & effective. This after sales service creates loyal customers.  Major steps should be taken to stop shoplifting in retail stores, as it is one of the problematic characters for leading & large size retails stores.  The retail stores should provide various kinds of loyalty rights in order to provide more customers.
22

RECOMMENDATIONS
 Retail Stores should focus more on Store Ambience, Store Space & Selling Areas.  All the Retails Formats should have an effective Loyalty Programme.  More focus on Direct marketing should be given in order to attract more & more customers.  Better after sales service & customer service should be provided in order to make customers loyal.
23

Cont
 To manage proper proportion of Convenience, Staple & Impulse goods.  Along with SMS the retails formats should use more innovative ways to alert customers.  The Retail store should replenish the goods on time (before the stock ends).  A proper proportion of Private & National Brands should be kept in Retail stores.
24

THANK YOU
25