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Hansa presentation retail visibility- 14 pggms026

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Hansa Tanwani

The document discusses retail visibility strategies for Gionee mobiles in India. It provides an introduction to Trust Marketing, the national distributor of Gionee phones in India. Several retail visibility techniques are analyzed, including branding in brand stores and shop-in-shops. Market research is conducted on the impact of balloon activations in five brand stores, finding varying effects on footfall and sales. A customer survey explores phone usage and preferences. Suggestions include more strategic planning and data collection to better evaluate retail visibility programs.

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RETAIL VISIBILITY Important essence of building a brand
INTRODUCTION TO COMPANY TRUST MARKETING: Trust Marketing has been working in distribution line for more than 20years. In 1993, they were into selling of Electronic typewriters. In 1997, they use to sell network known as Rainbow. 2001 company was the distributor for Hutch Sim cards which was later been taken over by Vodafone. By 2005, Trust Marketing was selling Reliance Sim cards. Simultaneously Company entered into Mobile Industry. They entered working for Sony Ericsson for Six Years and then two years for Rage Mobiles. 2013 was the year when company became National Distributor for Gionee mobiles. Trust Marketing established the goodwill and trust over these years because of the Ethical practices performed by them all over. TARGET SEGMENT: Main focus of the company has been to work for Middle class Segment.
INTRODUCTION TO PRODUCT OF A COMPANY
BRIEF ABOUT PRODUCT Gionee Communication Equipment Co. Ltd. was founded in September 2002 by Liu Li Rong. It is a high-tech enterprise that focuses on R&D, production and sale of cellular mobile devices. In 2005, Gionee obtained the GSM and CDMA mobile phone production license. Gionee’s headquarter currently employs over 1500 people. R&D Centres are set up in Shenzhen, Shanghai, Hangzhou among several other places. The production capacity currently stands at 40 million units per year. Once the entire industrial park is completed and put into production, production capacity will reach 80 million units per year, making Gionee Industrial Park the largest mobile phone production site in China.
DEFINITION The high visual impact at the Point of Sale” is an expressive one-liner about Retail Visibility (RV). Sales is a dependent factor and retail visibility becomes a mediator in lifting up the sales.
RETAIL BUSINESS PROCESS MODEL
ANALYSIS PART I- PORTER’S ANALYSIS
Threat of New Entrants Bargaining Power of Suppliers Bargaining Power of Buyers Threat of Substitute •Industry growth •Industry concentration •New & Lost cost technology Medium Medium • High Capital Fixed Cost • Scarce technical Skills set • Regulatory approval and licensing • High Operating Cost • Switching Costs • Brand identity • Govt. Policy • Retaliation Low Rising • Cheaper alternatives • Efficient backbone technologies • Take-home service • Aggressive approach of substitute • Buyers switching cost (high) • Quality service • Buyer Volume • Buyer Information • Limited distributors • Compete among themselves to get better scheme • Threat of forward integration relative to threat threat of backward integration by firms in the industry
ANALYSIS PART II- SWOT ANALYSIS
S W O T OUR COMPANY NO. 1 COMPETITIOR STRENGTHS 1. Latest technology 2. Quality 3. Upgradeable STRENGTHS 1. Brand Image 2. Hardware integration 3. Innovation and Design WEAKNESSES 1. Image among social animals that Gionee is Chinese phone WEAKNESSES 1. Hangs frequently 2. Lacks its own OS and software OPPORTUNITIES 1. Good network of retailers 2. Quality products launched in affordable price range OPPORTUNITIES 1. Growing demand for quality application processor THREATS 1. Price wars with other players THREATS 1. Saturated smart phone market in developed company
ANALYSIS PART III- COMPETITIVE ANALYSIS
MODEL NO. Elife E7 Galaxy A5 5c Desire 820S One Plus One PRICE 20,999 21,700 21,231 20,699 21,998 INTERNAL STORAGE 16gb 16gb 8GB 16GB 64GB 2G/3G/4G 4G 4G 3G 3G 4G CAMERA (Front, Back) (16,8)mp (13,5)mp (8,1.2)mp (13,5)mp (13,5)mp BATTERY LIFE 2500mah 2300mah 1507mah 2600mah 3100mah PROCESSOR 2.2GHz Q.C. 1.2GHz Q.C. A6 1.7GHz O.C. 2.5 GHz Q.C. RAM 2GB 2GB 1GB 2GB 3GB Brand Name Gionee Samsung Apple HTC OnePlus PRICE IS THE FIXED FACTOR HERE
OBJECTIVE There are 4 Objectives for retail visibility: AIDA
A-Attention Enhancing Creative Side of RV- There are different dimensions of RV and tapping the best one is very important for the company as company is incurring lot of cost in it. Retail Visibility-RV
I-Interest Interest is about knowing or understanding everything about project in depth. According to that shaping the plan, forecasting, accumulating data to fulfil the plan, cost incurred and time taken is calculated.
D-Desire Desire is to make the plan full-proof to reach out the maximum consumers by creating long-term impact in their life. We ensure plans made are implemented in the given format.
A-Action Putting the plan into reality is action. It is to focus on larger section of society covering their requirements and how can they experience the product to which we say “live experiencing”.
Retail Visibility was divided into four sections by the company, which we can see on the next slide:
SECTIONS OF RETAIL VISIBILITY
IN-SHOP BRAND STORE SHOP-IN-SHOP
IN-SHOP-Definition BRAND STORE • It is a personalized store of a company maintaining homogeneity across the world WHERE advertisement of the higher model runs on the television in the Brand Store. SHOP-IN-SHOP • Mono-brand stores which are totally dedicated to their ranges e.g. Samsung or HTC they have "shop-in-shop" programs where they occupy a set amount of space in other multiple outlets, in addition to their mono-brand stores.
IN-SHOP: Branding • BRAND STORE • SHOP-IN-SHOP Sun Board One Way Vision Vinyl Glow Sign Board Non-Led Boards Dsiplay LED Table Top Tent Card Brochure Posters Danglers Wobbler Dummy Box Creative branding Brochures Tent Card Live-Demo Company’s Promoter Gifts Trans-lit
BLUE-PLAN
1. Increasing the visibility in brand- stores through one-way vision MY WORK
VISIBILITY IN BRAND-STORE BEFORE AFTER
2. Replacing old creatives with new updated ones My work
CHANGED CREATIVES IN SHOP-IN-SHOP BEFORE AFTER
• Events & Activation Brand Store Activity Youth Activation Road Show • canter activity • Workshops • Maa Tujhe Salam • Gionee Elife S7 promotional Activities • The Platform • Selfie Zone • Balloon Activity • Hanging cut-out of latest handset EVENTS Mall Activation
EVENT Part I- MALL ACTIVATION
Mall Activation-Stall setup 3-D View Final Output
Mall Activation-The Platform Target Audience I 15 to 45 yrs Visibility I 1 Lacks peoples During Event I 1000 Peoples
EVENT PART II- YOUTH ACTIVATION
YOUTH ACTIVATION-Workshop OBJECTIVE: Helping customers to understand about their handset
YOUTH ACTIVATION-Maa Tujhe Salam OBJECTIVE: To Connect with NGO’s and Social Cause
EVENT PART III - ROAD SHOW
ROAD SHOW- Canter Activity
EVENT PART IV - BRAND STORE ACTIVITY
BRAND STORE ACTIVITY- Selfie Zone
BRAND STORE ACTIVITY- Balloon Activity
BRAND STORE ACTIVITY- Cut out of Handset
RESEARCH OBJECTIVE 1. To examine on Shop-In-Shop Visibility: Initially it is important to know assets, when it comes to BTL promotion. Assets include all the on-shop and in-shop branding elements. 2. To examine Product Availability: Here, the information about the availability solves the objective 3. To study product visibility in brand stores 4. To understand offer awareness and acceptability 5. To get a customer feedback 6. Comparative analysis of in-shop demonstrators 7. Top of the mind brand
RESEARCH QUESTION 1. Relevant: Arising from issues raised in literature and/or practice, the question will be of academic and intellectual interest. 2. Manageable: You must be able to access your sources of data (be they documents or people), and to give a full and nuanced answer to your question.
HYPOTHESIS 5 brand stores of a company were chosen and made a gate of balloon out of the stores on one of the weekends. Question is, does this activity of retail visibility increases the footfall towards Gionee’s Brand Store and sales for the product?
IMPACT OF BALLOON ACTIVITY BRAND STORE Change in Footfall % from original Change in Sales % from original Any Query MGF Stagnant Stagnant Asking about Offers PINK SQUARE Increase(110-120)% Increase 120% Reason to put Balloons WTP Increase 20% Stagnant No RAJAPARK Stagnant Decrease Service Centre SALASAR Stagnant Increase 20% No
H0= No Effect H1= Has an impact H0= The data shows there has been no effect for few stores. MGF has been stagnant in terms of footfall and sales. Same is the case for Rajapark, Salasar footfall and MGF’s sales. H1= There has been increase in manifolds when we see the data of Pink Square which has doubled up in comparison to both footfall and sales. WTP increases 20% footfall via Salasar had the conversion of Sales 20% more than before. So, we can conclude with the line that impact of the activity varies from place to place.
SURVEY Understanding customer’s perspective Target market: Youth Sample size: 95 respondents
FREQUENCY OF CHANGING PHONE 0 10 20 30 40 50 60 70 80 90 100 23 54 13 5 Frequency of Changing Phone Below 1year (1-3)years (3-5)years Above 5years
MOST PREFERRED BRAND Motorola, 11 Blackberry, 2 Sony, 4 Samsung, 24 Gionee, 9 Apple, 8 LG, 7 Google, 3 Microsoft, 3 Micromax, 6 Amazon, 1 Asus, 1 HTC, 5 Fly, 1 Panasonic, 1 Lenovo, 1 Videocon, 1 One Plus One, 2 Intex, 1 Redmi, 1 Maxwin, 1 Atom, 1 Zenfone, 1 Other, 9 Motorola Blackberry Sony Samsung Gionee Apple LG Google Microsoft Micromax Amazon Asus HTC Fly Panasonic Lenovo Videocon
PRICE CATEGORY PURCHASERS FALL INTO Above INR25000/- INR(15000-25000)/- INR(10000-15000)/- INR(5000-10000)/- Below INR5000/- Total 39 21 19 13 3 39 21 19 13 3 Respondents Price Category
CUSTOMER’S FOCUS WHILE BUYING A PHONE Total Brand Qualtiy Value for money 27 36 32 Brand Qualtiy Value for money Total 27 36 32 PREFERENCE
FEATURES OF CUSTOMERS EXIISTING HANDSET 76 18 48 51 56 52 53 26 Camera 4G Battery Processor RAM Sleekness Internal Memory Customizable Screenshot Features
FEATURES CUSTOMERS WANT IN THEIR PHONE 57 68 64 1 84 75 71 73 2 1 1 2 2 1 71 64 -20 0 20 40 60 80 100 Respondents Features Total
HOW MANY CUSTOMERS PHONE HAVE THESE FEATURES? 10 2 14 15 23 5 21 29 43 28 Dual 4G 2300MHz Chameleon feature DSLR Professional Mode 13mp back, 8mp front Air Gestures Polar Cooler Technology 64-Bit Processor Delete option for pre-installed apps Alphanumerical password Quick click camera(6photos/second) Does your Phone Has? Total
LIMITATION 1. It is a costly method as it requires lot of investment which accompanies risk with it 2. Lack of creative staff who hamper the plan 3. Malpractice and unethical issue lead into huge losses 4. Marketing Research at every remote places is not possible
SUGGESTION All the advantages and disadvantages should be kept in mind before jumping into the project. Marketing Research plays important role for the same.
CONCLUSION Firstly, Lot of planning is being done by the company. Secondly, implementation is also being done but result is not clear because no proper data is maintained by the team after the retail activities preformed. Therefore for data collection proper methods and dedicated team is required.
THANKYOU  Name: Hansa Tanwani Roll No: 14PGGMS026(General Management) Batch: 2014-2016 Topic: Retail Visibility

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Hansa presentation retail visibility- 14 pggms026

  • 2. INTRODUCTION TO COMPANY TRUST MARKETING: Trust Marketing has been working in distribution line for more than 20years. In 1993, they were into selling of Electronic typewriters. In 1997, they use to sell network known as Rainbow. 2001 company was the distributor for Hutch Sim cards which was later been taken over by Vodafone. By 2005, Trust Marketing was selling Reliance Sim cards. Simultaneously Company entered into Mobile Industry. They entered working for Sony Ericsson for Six Years and then two years for Rage Mobiles. 2013 was the year when company became National Distributor for Gionee mobiles. Trust Marketing established the goodwill and trust over these years because of the Ethical practices performed by them all over. TARGET SEGMENT: Main focus of the company has been to work for Middle class Segment.
  • 3. INTRODUCTION TO PRODUCT OF A COMPANY
  • 4. BRIEF ABOUT PRODUCT Gionee Communication Equipment Co. Ltd. was founded in September 2002 by Liu Li Rong. It is a high-tech enterprise that focuses on R&D, production and sale of cellular mobile devices. In 2005, Gionee obtained the GSM and CDMA mobile phone production license. Gionee’s headquarter currently employs over 1500 people. R&D Centres are set up in Shenzhen, Shanghai, Hangzhou among several other places. The production capacity currently stands at 40 million units per year. Once the entire industrial park is completed and put into production, production capacity will reach 80 million units per year, making Gionee Industrial Park the largest mobile phone production site in China.
  • 5. DEFINITION The high visual impact at the Point of Sale” is an expressive one-liner about Retail Visibility (RV). Sales is a dependent factor and retail visibility becomes a mediator in lifting up the sales.
  • 7. ANALYSIS PART I- PORTER’S ANALYSIS
  • 8. Threat of New Entrants Bargaining Power of Suppliers Bargaining Power of Buyers Threat of Substitute •Industry growth •Industry concentration •New & Lost cost technology Medium Medium • High Capital Fixed Cost • Scarce technical Skills set • Regulatory approval and licensing • High Operating Cost • Switching Costs • Brand identity • Govt. Policy • Retaliation Low Rising • Cheaper alternatives • Efficient backbone technologies • Take-home service • Aggressive approach of substitute • Buyers switching cost (high) • Quality service • Buyer Volume • Buyer Information • Limited distributors • Compete among themselves to get better scheme • Threat of forward integration relative to threat threat of backward integration by firms in the industry
  • 9. ANALYSIS PART II- SWOT ANALYSIS
  • 10. S W O T OUR COMPANY NO. 1 COMPETITIOR STRENGTHS 1. Latest technology 2. Quality 3. Upgradeable STRENGTHS 1. Brand Image 2. Hardware integration 3. Innovation and Design WEAKNESSES 1. Image among social animals that Gionee is Chinese phone WEAKNESSES 1. Hangs frequently 2. Lacks its own OS and software OPPORTUNITIES 1. Good network of retailers 2. Quality products launched in affordable price range OPPORTUNITIES 1. Growing demand for quality application processor THREATS 1. Price wars with other players THREATS 1. Saturated smart phone market in developed company
  • 11. ANALYSIS PART III- COMPETITIVE ANALYSIS
  • 12. MODEL NO. Elife E7 Galaxy A5 5c Desire 820S One Plus One PRICE 20,999 21,700 21,231 20,699 21,998 INTERNAL STORAGE 16gb 16gb 8GB 16GB 64GB 2G/3G/4G 4G 4G 3G 3G 4G CAMERA (Front, Back) (16,8)mp (13,5)mp (8,1.2)mp (13,5)mp (13,5)mp BATTERY LIFE 2500mah 2300mah 1507mah 2600mah 3100mah PROCESSOR 2.2GHz Q.C. 1.2GHz Q.C. A6 1.7GHz O.C. 2.5 GHz Q.C. RAM 2GB 2GB 1GB 2GB 3GB Brand Name Gionee Samsung Apple HTC OnePlus PRICE IS THE FIXED FACTOR HERE
  • 13. OBJECTIVE There are 4 Objectives for retail visibility: AIDA
  • 14. A-Attention Enhancing Creative Side of RV- There are different dimensions of RV and tapping the best one is very important for the company as company is incurring lot of cost in it. Retail Visibility-RV
  • 15. I-Interest Interest is about knowing or understanding everything about project in depth. According to that shaping the plan, forecasting, accumulating data to fulfil the plan, cost incurred and time taken is calculated.
  • 16. D-Desire Desire is to make the plan full-proof to reach out the maximum consumers by creating long-term impact in their life. We ensure plans made are implemented in the given format.
  • 17. A-Action Putting the plan into reality is action. It is to focus on larger section of society covering their requirements and how can they experience the product to which we say “live experiencing”.
  • 18. Retail Visibility was divided into four sections by the company, which we can see on the next slide:
  • 19. SECTIONS OF RETAIL VISIBILITY
  • 21. IN-SHOP-Definition BRAND STORE • It is a personalized store of a company maintaining homogeneity across the world WHERE advertisement of the higher model runs on the television in the Brand Store. SHOP-IN-SHOP • Mono-brand stores which are totally dedicated to their ranges e.g. Samsung or HTC they have "shop-in-shop" programs where they occupy a set amount of space in other multiple outlets, in addition to their mono-brand stores.
  • 22. IN-SHOP: Branding • BRAND STORE • SHOP-IN-SHOP Sun Board One Way Vision Vinyl Glow Sign Board Non-Led Boards Dsiplay LED Table Top Tent Card Brochure Posters Danglers Wobbler Dummy Box Creative branding Brochures Tent Card Live-Demo Company’s Promoter Gifts Trans-lit
  • 24. 1. Increasing the visibility in brand- stores through one-way vision MY WORK
  • 26. 2. Replacing old creatives with new updated ones My work
  • 27. CHANGED CREATIVES IN SHOP-IN-SHOP BEFORE AFTER
  • 28. • Events & Activation Brand Store Activity Youth Activation Road Show • canter activity • Workshops • Maa Tujhe Salam • Gionee Elife S7 promotional Activities • The Platform • Selfie Zone • Balloon Activity • Hanging cut-out of latest handset EVENTS Mall Activation
  • 29. EVENT Part I- MALL ACTIVATION
  • 30. Mall Activation-Stall setup 3-D View Final Output
  • 31. Mall Activation-The Platform Target Audience I 15 to 45 yrs Visibility I 1 Lacks peoples During Event I 1000 Peoples
  • 32. EVENT PART II- YOUTH ACTIVATION
  • 33. YOUTH ACTIVATION-Workshop OBJECTIVE: Helping customers to understand about their handset
  • 34. YOUTH ACTIVATION-Maa Tujhe Salam OBJECTIVE: To Connect with NGO’s and Social Cause
  • 35. EVENT PART III - ROAD SHOW
  • 36. ROAD SHOW- Canter Activity
  • 37. EVENT PART IV - BRAND STORE ACTIVITY
  • 38. BRAND STORE ACTIVITY- Selfie Zone
  • 39. BRAND STORE ACTIVITY- Balloon Activity
  • 40. BRAND STORE ACTIVITY- Cut out of Handset
  • 41. RESEARCH OBJECTIVE 1. To examine on Shop-In-Shop Visibility: Initially it is important to know assets, when it comes to BTL promotion. Assets include all the on-shop and in-shop branding elements. 2. To examine Product Availability: Here, the information about the availability solves the objective 3. To study product visibility in brand stores 4. To understand offer awareness and acceptability 5. To get a customer feedback 6. Comparative analysis of in-shop demonstrators 7. Top of the mind brand
  • 42. RESEARCH QUESTION 1. Relevant: Arising from issues raised in literature and/or practice, the question will be of academic and intellectual interest. 2. Manageable: You must be able to access your sources of data (be they documents or people), and to give a full and nuanced answer to your question.
  • 43. HYPOTHESIS 5 brand stores of a company were chosen and made a gate of balloon out of the stores on one of the weekends. Question is, does this activity of retail visibility increases the footfall towards Gionee’s Brand Store and sales for the product?
  • 44. IMPACT OF BALLOON ACTIVITY BRAND STORE Change in Footfall % from original Change in Sales % from original Any Query MGF Stagnant Stagnant Asking about Offers PINK SQUARE Increase(110-120)% Increase 120% Reason to put Balloons WTP Increase 20% Stagnant No RAJAPARK Stagnant Decrease Service Centre SALASAR Stagnant Increase 20% No
  • 45. H0= No Effect H1= Has an impact H0= The data shows there has been no effect for few stores. MGF has been stagnant in terms of footfall and sales. Same is the case for Rajapark, Salasar footfall and MGF’s sales. H1= There has been increase in manifolds when we see the data of Pink Square which has doubled up in comparison to both footfall and sales. WTP increases 20% footfall via Salasar had the conversion of Sales 20% more than before. So, we can conclude with the line that impact of the activity varies from place to place.
  • 46. SURVEY Understanding customer’s perspective Target market: Youth Sample size: 95 respondents
  • 47. FREQUENCY OF CHANGING PHONE 0 10 20 30 40 50 60 70 80 90 100 23 54 13 5 Frequency of Changing Phone Below 1year (1-3)years (3-5)years Above 5years
  • 48. MOST PREFERRED BRAND Motorola, 11 Blackberry, 2 Sony, 4 Samsung, 24 Gionee, 9 Apple, 8 LG, 7 Google, 3 Microsoft, 3 Micromax, 6 Amazon, 1 Asus, 1 HTC, 5 Fly, 1 Panasonic, 1 Lenovo, 1 Videocon, 1 One Plus One, 2 Intex, 1 Redmi, 1 Maxwin, 1 Atom, 1 Zenfone, 1 Other, 9 Motorola Blackberry Sony Samsung Gionee Apple LG Google Microsoft Micromax Amazon Asus HTC Fly Panasonic Lenovo Videocon
  • 49. PRICE CATEGORY PURCHASERS FALL INTO Above INR25000/- INR(15000-25000)/- INR(10000-15000)/- INR(5000-10000)/- Below INR5000/- Total 39 21 19 13 3 39 21 19 13 3 Respondents Price Category
  • 50. CUSTOMER’S FOCUS WHILE BUYING A PHONE Total Brand Qualtiy Value for money 27 36 32 Brand Qualtiy Value for money Total 27 36 32 PREFERENCE
  • 51. FEATURES OF CUSTOMERS EXIISTING HANDSET 76 18 48 51 56 52 53 26 Camera 4G Battery Processor RAM Sleekness Internal Memory Customizable Screenshot Features
  • 52. FEATURES CUSTOMERS WANT IN THEIR PHONE 57 68 64 1 84 75 71 73 2 1 1 2 2 1 71 64 -20 0 20 40 60 80 100 Respondents Features Total
  • 53. HOW MANY CUSTOMERS PHONE HAVE THESE FEATURES? 10 2 14 15 23 5 21 29 43 28 Dual 4G 2300MHz Chameleon feature DSLR Professional Mode 13mp back, 8mp front Air Gestures Polar Cooler Technology 64-Bit Processor Delete option for pre-installed apps Alphanumerical password Quick click camera(6photos/second) Does your Phone Has? Total
  • 54. LIMITATION 1. It is a costly method as it requires lot of investment which accompanies risk with it 2. Lack of creative staff who hamper the plan 3. Malpractice and unethical issue lead into huge losses 4. Marketing Research at every remote places is not possible
  • 55. SUGGESTION All the advantages and disadvantages should be kept in mind before jumping into the project. Marketing Research plays important role for the same.
  • 56. CONCLUSION Firstly, Lot of planning is being done by the company. Secondly, implementation is also being done but result is not clear because no proper data is maintained by the team after the retail activities preformed. Therefore for data collection proper methods and dedicated team is required.
  • 57. THANKYOU  Name: Hansa Tanwani Roll No: 14PGGMS026(General Management) Batch: 2014-2016 Topic: Retail Visibility

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