a study of marketing communication mix strategies adopted by the anchor retail firm in great india...

8/6/2019 A Study of Marketing Communication Mix Strategies Adopted by the Anchor Retail Firm in Great India Place

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Summer Internship Project Presentation

On

A study of Marketing Communication MixStrategies Adopted By Anchor Retail Firm In

Great India Place Mall

By :

Pawan Kumar

PGDRM-10

FT(RM)-08-116

Summer Internship project Presentation

On

A Study Of Marketing Communication Mix

Strategies Adopted By The Anchor Retail Firm In

Great India place

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Company Profile

Unitech, real estate firm, and InternationalAmusement Ltd, widely known for their Appu

Ghar project, have formed a joint venture to be

known as International Recreation Parks PvtLtd (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


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Cont

IRRPL, had invested Rs 1,200 crore on theNoida 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

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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

one side, men's on the other.4


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ObjectiveStudy 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.

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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 theforemost retailers in the Gulf.

Effective Visual Communication .

Discount Purchasing.Send mail and SMS to regular customer.

Provide membership card to their regular

customer. 6


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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 withCitibank for their members.

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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 businessmodel 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


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Cont

Online Promotion.

Telecalling from the collecting database.

Sms with special offers on Birthdays,

Anniversaries, New Offer\promotion Eying

the buying behavior Pattern.

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Research Methodology

In the survey work the method of Questionnaire isbeing 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

of the location. 10


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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


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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


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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


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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

BAZAAR most interesting one. 14


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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.

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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


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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

go into mall. 17


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68% respondents are aware of the Loyalty cards being

provided by the TGIP but there are 32% respondents

are still not aware of the Loyalty card. 18


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Most of the respondents said that they have TGIP

Loyalty card 38% respondents are having TGIP

Loyalty card and 30% respondents have pantaloon

Loyalty card. 19


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64% respondents are happy with Loyalty card scheme

but only 36% respondents and not happy.

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Conclusion

To increase the footfall of the store during theweekday.

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.

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Cont

The after sales service of retail stores should behelpful & effective. This after sales service

creates loyal customers.

Major steps should be taken to stop shopliftingin 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


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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 serviceshould be provided in order to make customers

loyal.

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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.

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THANK YOU

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