Marketing Communication : Urban stint : Northpoint India
The document summarizes research conducted on modern retail outlets like Big Bazaar, D Mart, and local supermarkets and convenience stores in areas like Seawoods, Nerul, Mansarovar, and Khandeshwar in Panvel. The research objective was to understand how promotions, services, and store environment help bring in more business. The methodology involved observation, interviews, and taking pictures. Recommendations provided for promotions included adequate brand promotions and self-promotion. For services, recommendations were a customer-friendly return policy and trained staff. For store environment, recommendations focused on improving ambience, cleanliness, and visual appeal. The document also separately analyzed convenience stores and medical stores.
Marketing Communication : Urban stint : Northpoint India
- 1. URBAN STINT Vinita Sudharman PGP Mar Comm 2014-2015 MC 21
- 2. Areas Covered: Seawoods Nerul Mansarovar Khandeshwar Panvel
- 3. Study of: Modern Retail Outlet Big Bazaar D Mart Other local supermarkets Convenience Stores Medical Stores
- 4. 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 & LayoutEnvironment
- 5. Research Methodology Observation Interview Clicking pictures, slyly obviously
- 10. Recommendations for Promotion: Adequate use of Brand Promotions Increases income Looks colourful Practice more self promotion
- 11. Return Policy More counters to avoid long queues Staff Parking Modern Retail Stores Services Rendered
- 12. Customer friendly return policy Counter for less than 5 items Trained and co-operative staff Avoid towing by Traffic Police Recommendation for improving services
- 13. Ambience Product Display Layout - Grid Modern Retail Stores Store Environment
- 14. Recommendation for improving store environment: Pay attention on ambience Cleanliness Make your store visually appealing
- 18. Promote related products Better organized Recommendations for Promotion:
- 19. Home delivery Credit system (Khata) Return policy Personal touch Store + House Convenience Stores Services Rendered
- 20. Conversion rate is high Pay prompt attention Freebies Recommendation for improving services
- 21. Convenience Stores Store Environment More variety Less quantity Layout Not much free space Ambience is completely ignored
- 22. Pay attention to ambience Space Cleanliness Recommendation for improving store environment:
- 23. Medical Stores
- 24. Brand promotion is similar to Convenience stores Tie ups with Clinics and Hospitals Stand alone v/s hospital medical Medical Stores Promotion
- 25. Mobile marketing Expiry date, Dosage, quantity purchased Stop pushing different medicine to get more margin Recommendations for Promotion:
- 26. Not open 24 X 7 Delivery only in case of urgent need Quick service Medical Stores Service s
- 27. Keep open 24 X 7 Delivery with extra charge Ashraya Old Age Home Recommendation for improving services
- 28. Display of products Space Visibility Systematic arrangement Medical Stores Store Environment
- 29. Emphasize more on Medicines than FMCG Do not let a product go out of stock Recommendation for improving store environment: