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URBAN STINT
Vinita SudharmanPGP Mar Comm 2014-
2015MC – 21
Areas Covered:
▪ Seawoods▪ Nerul▪ Mansarovar▪ Khandeshwar▪ Panvel
Study of:
▪ Modern Retail Outlet▫ Big Bazaar▫ D Mart▫ Other local supermarkets
▫ Convenience Stores▫ Medical Stores
Research Objective:
To understand how promotions, services rendered and the store environment helps in
bringing in more business in these stores
•In store self promotion•In store brand PromotionPromotions
•Home Delivery•Return PolicyServices
•Ambience•Display & Layout
Environment
Research Methodology
▪ Observation
▪ Interview
▪ Clicking pictures, slyly obviously
Modern Retail Stores
Modern Retail StoresPromotions
Modern Retail StoresPromotions
Modern Retail StoresPromotions
Recommendations for Promotion:
▪ Adequate use of Brand Promotions• Increases income• Looks colourful
▪ Practice more self promotion
▪ Return Policy▪ More counters to avoidlong queues▪ Staff▪ Parking
Modern Retail StoresServices Rendered
▪ Customer friendly return policy
▪ Counter for less than 5 items
▪ Trained and co-operative staff
▪ Avoid towing by Traffic Police
Recommendation for improving services
▪ Ambience
▪ Product Display
▪ Layout - Grid
Modern Retail StoresStore Environment
Recommendation for improving store environment:
▪ Pay attention on ambience
▪ Cleanliness
▪ Make your store visually appealing
Modern Retail Stores
Convenience Stores
Convenience StoresPromotions
▪ Promote related products
▪ Better organized
Recommendations for Promotion:
▪ Home delivery
▪ Credit system (Khata)
▪ Return policy
▪ Personal touch
▪ Store + House
Convenience StoresServices Rendered
▪ Conversion rate is high
▪ Pay prompt attention
▪ Freebies
Recommendation for improving services
Convenience StoresStore Environment
▪ More variety
▪ Less quantity
▪ Layout
▪ Not much free space
▪ Ambience is completely
ignored
▪ Pay attention to ambience
▪ Space
▪ Cleanliness
Recommendation for improving store environment:
Medical Stores
▪ Brand promotion is similar to Convenience stores▪ Tie ups with Clinics and Hospitals▪ Stand alone v/s hospital medical
Medical StoresPromotion
▪ Mobile marketing
Expiry date, Dosage, quantity
purchased
▪ Stop pushing different medicine to
get more margin
Recommendations for Promotion:
▪ Not open 24 X 7
▪ Delivery only in case of urgent need
▪ Quick service
Medical StoresServices
▪ Keep open 24 X 7
▪ Delivery with extra chargeAshraya Old Age Home
Recommendation for improving services
▪ Display of products▪ Space▪ Visibility▪ Systematic arrangement
Medical StoresStore Environment
▪ Emphasize more on “Medicines” than FMCG
▪ Do not let a product go out of stock
Recommendation for improving store environment:
Phewwww..!!
Thank you :’)
