Retailing

ADAMS DEPARTMENTAL STORE

GROUP MEMBERS

•ZUMAIR ZAHID•SANA AKBAR•SABA SHIEKH•Huzaifa afaq•Saad saud saadi

FUNCTIONS PERFORMED

•Providing assortment

•Breaking bulk

•Holding inventory

Type of retail store•A small departmental store•Pia ROAD WAPDA TOWN•A STORE OUTLET

CONSUMER BUYING BEHAVIOR

•NEED RECOGNITIONMostly utilitarian need• Information search •Reduce information search

Evaluation of alternatives

Performance Benefits Adam shoppers Local Stores

Economy 10 80 90 70

Convenience 8 72 64 56

Assortment 8 64 48 32

Product Information 7 56 42 35

Total 272 244 193

For parent with children

Evaluation of alternatives

Performance Benefits Adam shoppers Local Stores

Economy 6 60 54 42

Convenience 10 90 80 70

Assortment 7 56 42 28

Product Information 9 72 54 45

Total 278 230 185

For Young Ones

For young ones

Post purchase evaluation

Organizational structure

•7 employees•1 cashier•2 at check counters•2 shelf boys•1 sweeper & 1 delivery boy•1 for freshly bake items & 1 for meat

Crm programs

•Reporting system

•Loyalty programs

RETAIL MIXTYPE OF MERCHANDISE:Grocery items, vegetables, cutlery items, electronic items, meat and freshly baked items like pizza.SERVICES OFFERED:Touch and feel before buying the product.Free home delivery.PRICING POLICY:Standard and reasonable.For middle, upper middle and high class.

RETAIL MIX

PROMOTION:Flyers, vertical banners, sponsorships (publicity), streamers etc.STORE DESIGN AND DISPLAY:Grid layout.Attractive and eye catching store design.CUSTOMER SERVICES:We provide excellent and immediate customer services.LOCATION:Commercial market of PIA road near Wapda town.

TARGET MARKET

Our target market is people of PIA society, Wapda town and their nearby locationsPOSITIONING STRATEGY:As a departmental store that will fulfill the needs of the customer by giving them ease and high quality services.SUSTAINABLE COMPETITIVE ADVANTAGE:Our sustainable competitive advantage include our location, CRM and effective HRM practices.

Retail site location

• Accessibility• Types of shopping area • Types of store• Economic condition• Competition• Strategic fit• Operating cost

Characteristic of our selected location• Traffic flow

•Parking

•Visibility

Issues in HR

• Expense control

• Part time employees

• Employee demographic

• Training

Store layout design

• Store layout will be gird layout in which products will be displayed on shelves on both sides.• Cash registers or computers will be located at the entrance/ exit of

the store. • Some impulse products were located at the counter area when

customer checking out.

Visual merchandise

Item and size presentation• We have placed the products belonging to same category in the same

line so customer feel ease while shopping for it.• For example if we talk about the electronic products laptops, LEDs,

CDs and table stands are arranged in the same row because these things are interlink with each other.

Lighting effect• I will try to use more and more lights in the store so that visibility of

the products is cleared to the customer.

Customer service

Responsiveness • They should be immediately given the service if they have purchased a

wrong product from you.• Quickly replaced by your employees no matter you have to give them

product delivery at home.Listen to the customer• listen to customer what the customer basically need from you.• sometimes we have the product which the consumer is finding but he

has doubt in mind.• Clear his mind and make him purchase his or her desired product.

Retail Communication mix

Objectives:• Our objectives will be to create brand awareness• To convey our company’s mission and vision• Why we are different from others• Our strict policies regarding quality• Packages, memberships, discounts• Special events

Retail Communication mix

Positioning:To create a positive image and to be in customers consideration set.

Our target market:Our potential customers who live near to our store and who want all things under one roof.

Communication goals:• To increase market share• To increase sales• Positive word of mouth• Make customers loyal• Grab more potential customers

Marketing budget• We would mostly spend our money on billboards that are located in

the areas near our store. • We would use direct mails as their cost is low.• Social media would be on our priorities like Facebook etc. • We will drop catalogs in different houses located in areas near our

store.• Positive word of mouth.

Total allocation of resources

Advertisement 500,000

Initial purchase of electronics from vendors 10,0000

Initial purchase of bakery items from vendors 500,000

Initial purchase of grocery items, food items and vegetables

18,000,00

Initial purchase of fresh meat from vendors 400,000

Store design and installations 20,000,00

Advance rent for 8 months 24,000,000

Initial salaries for employees 400,000

Bills and other expenses 400,000

Total cost 94,00,000

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