Gurgaon CENTRAL - Pantaloon Retail India Ltd Sector-25,MG Road , Near IFFCO Chowk, Gurgaon: 122001

A Study of Marketing Mix Offered By Central Gurgaon and Customer`s Behavior

By Ajeet Kumar Swati Singh

Brand: Central MallOwned by: Pantaloon Retail (India) Limited under Future GroupDesign: Idiom Design & Consulting

Design brief: ‘Central is designed as a playful public space, where people congregate, in the heart of the town. The logo is based on a simple game — rolling ball maze game — that every human being knows. The beads are people, heading for the centre of town and playfully enjoying themselves.Red is a simple public color. The typography is based on Jigsaw font. It looks modern and timeless. The font is Stencilized to make it look fresh and public.’

5 Dots represents  5 special services offered to customers  by CENTRAL 

• GIFT CENTRAL • BEAUTY CENTRAL • WI-FI CENTRAL• RADIO CENTRAL• FLOWER CENTRAL

Minimum Service level :-

• Greet the customer with a NAMASTE

• Pass on the  INFORMATION 

• THANK the customer 

10 MANTRAS( TEN MUST. Dos)1. Staff stand at the front of brand area and welcome the customer.2. If the customer doesn’t know where something is, do not point finger and

show instead escort the customer 3. If you see rubbish on the floor .pick it up whether in your section or not4. Treat your customer as well as your colleague with respect5. Get to know your customer build relationship6. Always smile and greet the customer with Namaste7. Always willing to help the customer8. Service the customers need irrespective of which you belong to9. If you don’t know something with of will help you do your job better for ask

help.10. If you hav no customer in your brand, keep yourself occupied by ensuring that

the merchandise is displayed well section is clean actively pursue potential customer.

Central : The Place to beCentral houses over 1000 brands across categories :ApparelsEyewearWatchesFragrances & CosmeticsFootwear and Accessories for Women, Men &  Children / Infants apart from

Coffee Shops, Food Courts, Super Markets (Food Bazaar), Fine Dining Restaurants, Pubs and Discotheques. 

In addition, Central houses Central Square, a dedicated space for product launches, impromptu events, displays, exciting shows, and exhibitions, Central flag point to flag off city based events & more. Central is present in 12 cities with 19 stores offering a retail space of over 30 Lakhs sq. ft.Point to boost :Over 3 Crore Consumers visited Central last Fiscal Year

Opening and closing time: 11 AM to 10 PM. Major Gurgaon Central Mall attractions: Lots of Brands, Food court

Location:                   Gurgaon-Mehrauli Road, next to IFFCO crossing. 

Parking facility:         Peaceful three level basement parking.

Number of stores:      Different concept.

Accessibility:              High

Contact number:         0124 – 2859000• Address: Gurgaon CENTRAL - Pantaloon Retail India Ltd

Sector-25,MG Road , Near IFFCO Chowk, Gurgaon: 122001

• STORE AREA:            1,25,000  SQUARE FOOT

STORE FORMAT OF CENTRAL

• Central is located in the heart of city, Central invites customers to Shop, Eat, Celebrate.

• Launched in May 2004 at Bangalore,• First ever concept of Stores without Doors in Gurgaon malls, spread in 1, 25,000 sq

feet area . It is also called the newly opened mall in Gurgaon (11th April 2008).

• Situated on the very competitive Mehrauli Gurgaon road, Central is establishing itself as a mall with a difference.

• There are no separate stores for the 500-odd national and international brands to choose from, across apparel, cosmetics, fragrances, footwear, eyewear, time wear, handbags, accessories, jewelry and lots more, for the entire family.

• Customers can simply walk around the mall without having to step in and step out of different outlets.

• In addition, Central houses Central Square, a dedicated space for product launches, impromptu events, daring displays, exciting shows, and art exhibitions.

• Red color in the decor - it represents fashion and glamour.

Pubs and bars• widely accessed by youngsters and elder people. it is

one of the major attractions to the new and old generations.

• This not only relaxes people who come here after hard work, but also gives them opportunities to enjoy their time in a group.

• People can celebrate their birthday parties, promotions and other occasions to eradicate stress and make some memorable time.

• Pubs and Bars offers food, drinks, high volume music, DJs, dance floors and wide screen televisions. Basically, TVs are installed for people who want to watch cricket matches.

Food Court :-

• Central Shopping Mall also has fine Food Court where one can enjoy various delicious cuisines.

• Many people visit this mall to sit at its Food Court and enjoy the meals and fast foods which are simply the best.

ORGANIZATIONAL CHART:– MALL  MANAGER                              - Mr. NITIN MEHTA– MARKETING MANAGER             -Mr. PRIYANK SHARMA – RETAIL OPERATION MANAGER       - Mr. SUNIL KUMAR– HR MANAGER                                     - Mr. KUMAR GAURAV– VM MANAGER                                    - Mr. KULWANT– ADMINISTRATER          - Mr. P. Javed – WAREHOUSE MANAGER                  - Mr. RAJ SINGH– DEPARTMENT MANAGER                - Mr. SUNIL VERMA– DEPARTMENT MANAGER                - Mr. RAJESH– DEPARTMENT MANAGER                - Mr. RAJAT JAIN– DEPARTMENT MANAGER                - Mr. ABHISHEK MOHAPATRA– DEPARTMENT MANAGER                - Mr. AMIT SHARMA– HEAD CASHIER                               - Mr. RANJEET KUMAR– CSD Manager                                      - Md. Muztaq

Objective • To critically analyze the marketing mix offered

by central mall , Gurgaon. • To observe and identify strategically important

customer behavior .                                           Sub – Objective 

• To examine different component of marketing mix .• To study the effectiveness of different marketing strategy

applied by central mall• To study the effect of change in marketing tactics on

customers behavior .

Research Design :-  Research problem :- To capture the customer`s response for Marketing Mix offered By Central Research Methodology :- Primary & conclusive

Research tools used :- I. Customer Questionnaire A & B to be filled by customers and administered by Ajeet kumar and Swati

singh 1. Sample Size - 300 (A) , 200 (B)2. Sampling Technique – Judgmental 3. Place of Survey – Inside the mall 4. Timing of Survey - 1.00 PM to 8.00 PM (on 11th , 18th , 25th June and 2nd and 9th of July For B)

II.     Check  List to be filled  and Administered by Ajeet Kumar and Swati Singh through observation without disturbing / asking question to Customers .5. Sample Size – 300(150 male and 150 female)6. Sampling Technique – Judgmental + convenient 7. Place of observatory Survey – Inside the Mall 8. Timing of observatory Survey – 1.00 PM to 8.00 PM

III. Interview of Department Managers + 50 sales staffs Statistical Tools Used :-Chi square Analysis+ Mean

We identified  3 different  type of customers in mall based on their behavior  

• Perfectionist (Mr. & Ms.)• Aggressive (Mr. & Ms.)• Free Roamer (Mr. & Ms.)

Product

• Brands• Value • Quality• After sales

Service

PRODUCT

CATEGORIES AT CENTRAL

MEN’S WEAR• FORMAL• CASUAL

WOMEN’S WEAR• ETHENIC• FORMAL• CASUAL

KIDS WEAR• GIRLS ETHNIC WEAR• GIRLS CASUALS

• WOMEN’S ACCESSORIES• Jewelries • WRIST WATCHES• FOOTWEARS• SPORTS WEAR• SWIM WEAR• FOOD BAZAR

• Van Hussein• Louis Phillip • Park Avenue • Wills Lifestyle• Success• Lombard • Turtle • Urbana • John Player • Black Berry’s• Arrow • Raid & Taylor • Bare

Formal Wear 

MEN`S  (Brands )Casual Wear :-• Rig• Sepia• Bare• Levie`s• All• UMM• Spykr• Lawman • Integrity • Arrow • Park Avenue • Jack and jones

Kids wear brands

• Chalak• Rig Kids• Ruff• UCB• Giny & Gony• USPA• Allen-solly• Bare• Catwalk• Inc.5• Clark• Funskool• Biba Girls• Pink and Blue

Women  wear 

Ethnic Wear :-• Biba• Trisha• W• Rangmanch• Global desi • Mahhi• Sheq• Aakriti• Aureal

Casual Wear :-• Rig• Sepia• Bare• Levie`s• All• UMM• Jealous 21• Lee-cooper• Veromoda• Only• Ajile• 109`F

Formal wear :-• Sckuller• Van-heussain• Provogue• Annable• Wills Lifestyle• Allen-soley

Men`s

Form

al

Men`s

Casual

Women`s

Form

al

Women`s

Casual

Kids Wear

Accesso

ries

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All 5 Brands4321

Availability of Brands in different category Vs Customers Recall

Interpretation :- In case of Men Formal category . All the 5 brands recalled by 68% respondents were present in Central Mall.

Product Assortment  and Customer`s Behavior 

Standard Theory Of Rational Choice

Independence of Irrelevant Alternative Axiom

Context Effect of Assortment on Decision Making

Following Theories of product Assortment and its effect on Customer`s behavior was checked

Standard Theory Of  Rational Choice 

It assumes Value Maximization . Associate Subjective value with each option of choice set under consideration .

Rational choice theory makes two assumptions about individuals' preferences for actions:Completeness – all actions can be ranked in an order of preference (indifference between two or more is possible).Transitivity – if action a1 is preferred to a2, and action a2 is preferred to a3, then a1 is preferred to a3.

Together these assumptions form the result that given a set of exhaustive and exclusive actions to choose from, an individual can rank them in terms of his preferences, and that his preferences are consistent.

Independence of Irrelevant Alternative Axiom   It claims that preference between option does not depends on absence or presence of another option in Decision process .

One such requirement is as follows: If A is preferred to B out of the choice set {A,B}, then introducing a third alternative X, thus expanding the choice set to {A,B,X}, must not make B preferable to A. In other words, preferences for A or B should not be changed by the inclusion of X, i.e., X is irrelevant to the choice between A and B.

Context Effect of Assortment on Decision MakingAlternatives within a given set of choice often depends on relative position and composition of Choice set itself. So it can be assumed to be context dependent.

Further Context Effect can be classified broadly in following two types:-1. ATTRACTION EFFECT2. COMPROMISE EFFECT

Attraction Effect :- Option that became superior by addition of asymmetrically dominated or relatively inferior option (DECOY to a choice set ) should gain significant shares even the decoy are typically not chosen and can therefore be reasonably considered irrelevant for decision makers .

Compromise Effect :- Option are evaluated mainly with respect to two nearly equally important attribute like perceived quality and price .

Addition of extreme option (high price /premium quality ) to core set of another extreme (low price /basic quality) and medium option will increase the choice share of intermediate option .

= thus compromise option M is percieved more attractive in triple choice set {L,M,H} than in either of pair core se t {L,M} or {M,H}

Indicators of different above discussed behavior toward assortment 

• No. of Brands Checked by customers• No. of merchandise taken to Trail room • No .of repeat visit to particular brand • No. of time trial room being visited by customers

Subjective Indicators :- • Remarks made by customers • Type of Question / queries Being asked to sales-personsOther Indicators :- • By Tracking Movement of Customers on floor in different

brand .

Indicators of customer`s response for Product being Offered at the central  

Mr. P

erfecti

onist

Ms. P

erfecti

onist

Mr.A

gressi

ve

Ms. A

ggrss

ive

Mr. F

ree Roamer

Ms.F

ree Roamer

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

64% 70%

14% 12% 8% 12%

20%16%

16% 18%16% 8%

10% 6%

50%60%

12% 20%

6% 8%20%

10%

64% 60%

Compromise EffectAttraction effectIIASTAC

Influence of Different assortment based customer`s behavior in three different categories of customers

Mr.P

erfecti

onist

Ms. P

erfecti

onist

Mr.A

ggressi

ve

Ms.A

ggressi

ve

Mr. F

ree Roamer

Ms.F

ree Roamer

0

0.5

1

1.5

2

2.5

3

3.5

4

Avg. No. Of time trail room used

Avg. No. Of time trail room used

Mr.P

erfecti

onist (3

5)

Ms.P

erfecti

onist (4

0)

Mr.A

ggressi

ve(35)

Ms.A

ggressi

ve(35)

Mr. F

ree Roamer(3

0)

Ms.F

reeRoamer(3

0)0.00%

10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

100.00%

20.00%

62.50%51.43% 42.86%

26.67% 23.33%

57.14%

25.00%

8.57% 22.85%

20.00%16.67%

14.28%7.50%

20.00%20.00%

20.00%43.33%

8.57% 5.00%20.00% 14.29%

33.33%16.67%

1234

No. of Cloths being taken to trail room 

Conclusion :- Context Effect is more robust and effective specially Compromise effect in younger customer of Central

• It was being observed that Compromise effect was more influential in customers of Free Roamer.

• While Attraction Effect is more dominant in decision making process of Aggressive Shoppers . • IIA is least dominant decision making factor in youths .

After Sales services Exchange (within 30 days from the date of purchase )Process :- • Customers need to take entry from back entry (meant for staff)

• Customer must carry the Bill .

• Security guard will issue a note regarding merchandise being carried inside the Mall .

• Customers need to go to CSD and register their concerns and handover the merchandise to CSD executives .

• Then CSD executive will issue Credit Note of worth of merchandise being given to him by customer for exchange .

• Then customer can make purchase and select the required product and need to go to any of Payment counter and deposit credit Note being issued and the sum will get deducted from price of fresh product taken and customer need to pay rest amount , if any.

Avg No.Of Exchange Avg. No of Complain 0

5

10

15

20

25

JuneJuly

After Sales services Alteration (within 10 days from the date of purchase )Process :- • Customers need to go to Alteration Desk on 2nd floor

• Customer must carry the Bill .

• Alteration master will issue a Yellow note regarding cloths being taken for alteration .

• Customers need to go to CSD and register their concerns and handover the bill and yellow Note to CSD executives.

• Then CSD executive will issue white Note to customer along with the bill .

• Then customer may come next day and show white note to CSD executive and can get back his/her cloth .

Avg. N

o. of Y

ellow Note Iss

ued

Avg. n

o. of C

omplain m

ade

% Of ti

mely Deliv

ery 0

20

40

60

80

100

JuneJuly

Price

Price

List PriceAllowanceDiscount

Payment Period

Pricing Strategy @ CENRAL Mall , Gurgaon Pricing is a great motivator and one of the most important factor of consumer`s decision making process

Optional drips Pricing :- This is often a partitioned presentation of prices in the context of product bundling, price bundling, or both. It involves presenting prices separately for eachcomponent of a multicomponent product bundle (e.g., refrigerator, ice-maker, andwarranty) or as a consolidated total price for the bundle. Ex :-1. Dell laptops were available with extended 3 year warranty on payment of Rs 3000.. 2. Anti-virus was available on payment of Rs 450 /- with sony VIO. etc.

• buyer anchors on the piece of information he or she considers most important (e.g., base price) and then adjusts insufficiently for one or more items (e.g., the surcharge), thus underestimating the total price. • In addition, attending to more than one price requires more cognitive effort. As a result,

consumers may ignore the surcharge completely, by either not noticing it or noticing it but not incorporating it into the base price.

• drip pricing may also reduce the extent to which people search around once they have started the purchasing process for a particular product.

Reference pricingIt is a price that is communicated to the consumer as being the ‘normal’, most commonly charged, or un-discounted price. These can be of Different type but in CENTRAL Mall ,Gurgaon advertised reference prices (ARPs) is being used which provide an external reference against which an offered price can be judged. .

Example :- 1. JACK & JONES Denim is at Rs 4,500 now at 3,500/-only

2.Samsung Glaxy S @ Rs 8500/-now at 7,400/-

It was well observed that during normal decision making (including estimating value), an initial value (an anchor) serves as a mental benchmark or starting point for estimating ‘real’ value. A reference price may therefore serve as an anchor that consumers make adjustments to in order to reach their final price estimate.

The use of the word ‘Free’ or ‘Off’

It was observed that due to the certainty effect. Any purchase carries a risk of buyer’s regret (e.g. ‘the chocolate did not taste as good as I’d thought’), whereas free things escape such regret as nothing was spent on it, causing people to overvalue anything that is free.

While in case of few people choose the benefit which avoids trade-offs (including calculating discounts that require cognitive effort). Because free is an absolute price, we know exactly what it means. There is no relative thinking, and no calculation required, and most of all, no fear of loss.Caveats: Discounts, including free gifts, may actually undermine the product’s perceived quality and lower purchase intentions.

Bait pricingThis covers a range of practices, but essentially involves consumers being enticed with adiscount, but subsequently ending up purchasing a more expensive product because there are very few, or indeed no, items available at the discounted price.

The ‘commitment and consistency’ principle can be accounted for such customer`s behavior .

Thus, bait sales may result in consumer detriment where consumers have been enticed with discounts and are then reluctant to continue searching elsewhere even where the offer is no longer available

Caveats: Not all commitments are equally effective in producing consistent future action.Commitments are most effective when they are active, public, require effort, and are internallymotivated (unforced

Price Range Band (Men )

Denim Trouser

Rs 1000 Rs 1200 Rs 5000 Rs 6000

Denim Shirt

Rs 750/- Rs 900 Rs 2500/-

Rs 3000/-

Formal Shirts

Rs 1000 Rs 1200 Rs 2500 Rs 3000

Formal Trouser

Rs 1200 Rs 1600 Rs 3000 Rs 4000

Customer`s Expected Price Band

Central`s Price Range

Price Range Band (Men )

T-shirt

Rs 200 Rs 300 Rs 2500 Rs 3000

Shorts

Rs 750/- Rs 900 Rs 2500/-

Rs 3000/-

Customer`s Expected Price Band

Central`s Price Range

Price Range Band (Women )

Denim Trouser

Rs 1000 Rs 1200 Rs 5000 Rs 6000

Denim Shirt

Rs 750/- Rs 900 Rs 2500/-

Rs 3000/-

Formal Shirts

Rs 1000 Rs 1200 Rs 2500 Rs 3000

Formal Trouser

Rs 1200 Rs 1600 Rs 3000 Rs 4000

Customer`s Expected Price Band

Central`s Price Range

Price Range Band (Women)

T-shirt

Rs 200 Rs 300 Rs 2500 Rs 3000

Capries

Rs 750/- Rs 900 Rs 2500/-

Rs 3000/-

Kurti

Rs 500 Rs 800 Rs 2500 Rs 3000

Shorts

Rs 1000/- Rs 1200 Rs 2500/-

Rs 3000/-

Customer`s Expected Price Band

Central`s Price Range

Promotion

About CLP(Central Loyalty Program)

“Part of India’s largest multi-partner loyalty program, ensuring you earn points faster than any other program currently running in India”

Benefits  

•The Points you earn can be redeemed at CENTRAL or any of the partners outlets.•Promotions that will offer you bonus points ,special offers and online point redemption.•On shopping of Rs 100 @ Central ,Central loyalty card holder will get 4 points .•One point is worth of 0.25 paisa.•Exclusive Friday Offer Earn Offer – Flash your Card, Shop and earn double the points only on Friday. (2x offer) Burn offer – Redeem your points and get 20 % of the points redeemed back.

• Payback customer loyality card• Gifts voucher• To organize events • • Payback customer loyality card:- it is a card as its name suggest what , pay

back- central pay 1 Rs. Back to their customer while they shop for worth 100 Rs. Only from the central as well from their partners.

• • After spending 100 Rs. Customers get 4 points and each points is equal to

25 paise.• • That points is vary at the different stores or partners .• Central gives extra points at a particular day ( Friday) .

• Central did tie up with several partners and it is of three type :-

• National partners • Online partners• Regional partners

National parteners:

5°Points per Rs. 200

3°Points per Rs. 100

4°Points per Rs. 100

3°Points per Rs. 200

3°Points per Rs. 200

3°Points per Rs. 100

3°Points per Rs.100 Upto 3 °Points

Upto °10 Points

Upto 2 °Points

1°Point per Rs. 100

1 °Point per Rs. 200

6°Points per Rs. 100

4°Points per Rs.100

Online partners

4 °Points per Rs.100

30 °Points per Trxn

4 °Points per Rs.100

50 °Points per Rs. 100

4 °Points per Rs.100

4 °Points per Rs.100

4 °Points per Rs.100

8 °Points per Rs.100

8 °Points per Rs.100

4 °Points per Rs.100

4 °Points per Rs.100

30 °Points per Trxn

4 °Points per Rs.100

8 °Points per Rs. 100

4 °Points per Rs.100

30 °Points per Trxn

4 °Points per Rs.100

        

                

4 °Points per Rs.100

4 °Points per Rs.100

4 °Points per Rs.100

4 °Points per Rs.100

4 °Points per Rs.100

4 °Points per Rs.100

30 °Points per Trxn

4 °Points per Rs.100

4 °Points per Rs.100

4 °Points per Rs.100

4 °Points per Rs.100

4 °Points per Rs. 100

30 °Points per Trxn

4 °Points per Rs.100

4 °Points per Rs.100

4 °Points per Rs.100 8 °Points per Rs. 100

4 °Points per Rs.1004 °Points per Rs.100

                

                

                

                 4 °Points per Rs.100

30 °Points per Trxn

4 °Points per Rs.100

4 °Points per Rs.100

8 °Points per Rs. 100

4 °Points per Rs.100

4 °Points per Rs.100

30 °Points per Trxn

4 °Points per Rs.100

4 °Points per Rs.100

30 °Points per Trxn

30 °Points per Rs. 100

4 °Points per Rs.100 50°points 1 Yr , 4 °Points per Rs.100 4 °Points per Rs.100

4 °Points per Rs.100 4 °Points per Rs.100 4 °Points per Rs. 100 4 °Points per Rs.100

Regional partners

12 °Points per Rs.100 2 °Points per Rs. 100

May June July0

500

1000

1500

2000

2500

3000

3500

No.of card issued

No. of cards being used

No. of Corporate loyality card used

Gift vouchers• This voucher can be used at all Central Malls across India.• The Gift Voucher can be redeemed only once.• The Gift Voucher cannot be combined with any other scheme or offer at the

store.Central gift vouchers are not valid in Food Bazaar cut-ins at Central stores,Not applicable for electronics, mobile, gold & shop-in-shop purchase

• The Gift Voucher must be presented at the Payment Counter while settling the Bill.

• The Gift Voucher must be redeemed at a time, in full and cannot, at any time, be exchanged for cash or currency.

• This voucher cannot be exchanged for cash or cheque.• Vouchers once expired shall not be renewed.

• Central Malls will not compensate for Gift Voucher that are lost or stolen, and no credit will be given for the same.

• Expired Gift Vouchers can not be re-validated.• If the bill amount exceeds the amount of Gift certificate, the

customer is supposed to pay in cash the balance amount.• If the bill amount is less than the amount in the gift certificate, the

balance amount will not be returned back.• No cash will be returned against the Gift voucher.• This Gift Voucher cannot be redeemed in part value. Only one Gift

Voucher can be availed in a single cash memo/invoice.

Redeemable location:

• These vouchers can be redeemed at any of the selected location that is given below:

• Ahmedabad • Bangalore • Baroda • Gurgaon • Hyderabad • Indore • Mumbai • Navi Mumbai • Pune•

May June July0

500

1000

1500

2000

2500

3000

3500

4000

4500

Total No. Of GV IssuedNo. of GV used

Issues with GVs from customers

• Two date of validity created problem• GV was valid for only 15 days (Time Duration was a problem)• Information regarding Terms and condition of GV was not very clear to

every sales person and person at payment counter .• GV was valid for few of brands of selected category . Many customers

registered complain for this regard .• GV was available on purchase of 3000 and more and many customer

ended purchasing of worth 2950+ but not More than 3000 have concern for this regard and many of them requested to consider them for providing GVs.

PROMOTIONAL EVENT BEING ORGANISED :- 

• PROMOTIONAL EVENT BEING ORGANISED :- • Youth Festival :- • Different colleges , institutes were being visited by central

representatives and students were informed about festival and invited to shop from Central .

• Few of college being consulted – Shri ram college , St. Stefens , DSE , DCE , Amity , Apeeyjay college , IIT , Akash , Times ,JNU , Jamiya Millia etc.

• Events being organized were :- • a)Interaction with Hip Hop King on 15th june 2012 • b)Competition of “Face of Month” in collaboration with NOMARKS ,

FM Radio Mirchi (Award being given on 27th june 2012 ) • 4)Fashion Shows on 22 June , 2012

Mr. A . Prakash Announcing the winner of “Face of the month june on 18th july” • Activity Grab attention of young ladies and

girls as central got overwhelming reponses in 1st 2 months itself .

• Proving that Central continues to be brand of Young Generation.

June July 0

100

200

300

400

500

600

Total Entries through EmailTotal entries through FacebookTotal Entries through Post

Hip Hop King interacting with kids from different dance classes . Event was organised in association with RED BULL

Day 1 Day2 Day30

20

40

60

80

100

120

140

No. of People came

No. of People came

Day 1 Day 2 Day3 2.2

2.3

2.4

2.5

2.6

2.7

2.8

2.9

3

3.1

Avg. Time Spent(in hours)

Avg. Time Spent(in hours)

Place

71

Fire Exit

LiftCelio John

Miller

Jack &

Jones Inexcess Status Quo

Proline

Lee cooper

UMM

Payment counter

Ajile Bare

Trail

Roo

m

Ajile Urban Yoga

Puma

Fire Exit

Manchester United

Speedo

Nike

FILA

AdidasReebok LOTTO

Spadling

Converse

PLANET SPORT

Pepe London Lee Vio

USP

A

SP

YKAR

Flying Machine

Lawman Integrity

Denizen

Law Man

Lee

Cooper

Trail Roo

m

BOSS

INI

LEVI

`S

Wra

ngle

r

Customer Service Desk / Wi-Fi central /

Gift Central

JM Sport

Escalator to 4th floorPaym

ent

coun

ter

72

WILD CRAFT Li

ft PARXArrow Sport

Payment counter

Arrow New York URBANA

Trail Room

Louis Phillip

Formal

VAN HUSSIAN

PARK

AVENUE

LOMBARD

PlayerJohn Converse ARROW SUCCESSRaid & taylor

V.

F-Factor

JOHN MILLER

LOUIS PHILLIP

Wild Craft Escalator to 1 st floor

Paym

ent

coun

ter

USPACarltonVIP

Indian Terrain BARE

Arrow

Wills Lifestyle Provo

ge

Louis PhillipTURTLE

Black Berry Daniel HeachterCOLOR PLUS SCULLERS

IND

IGO

N

ATIO

N

All + size

Samsnite

Amer

ican

Tou

rism

M

M

M

Belm

onte

Alle

n so

lly

Akkriti

Manyavar

M

M

M

M

RIG KIDS G

INI& JONY

INC. 5

CLARK

Payment counter

CASH COUNTER FRANCE

LEORE

RED TAPE

BUCKROO

WALK IN

LILIPUT

PUMA

MATTLE

SAMSUNG E-

CARE

73

PANASONICTOYS

SECTIONE- CARE

V.

F-Factor

PIPPERMINT

CATMOSS

BONNIE JEANS

CHALAK

Escalator to 1 st floor

Paym

ent

coun

ter

USPARUFFSUCB

ALLEN SOLLY

CAT WALK

HUSH PUPPI

E

ROCIABARE

LOUIS PHILIPLITTLE TITLE

LIFT & BACK OFFICE

PINK & BLUECHICCO

TRIA

L RO

OM

BIBA GIRLS

TRIA

L RO

OM

M

M

M

Belm

onte

Alle

n so

lly

Akkriti

Manyavar

M

M

BOARED

GAMES

FUNSKOOL

Escalator to Ground

floor

People

                                Observation :- • Two type of salesperson (based on joining in central ):- I. Less than 3 monthII. More than 1 year • Most of them are 12th pass .• Observations about category 1 salesperson i. Shy(lack effective communication skill)ii. Little product knowledge (merchandise , fit , fabric ,style ,trend )iii. Body language (not impressive )iv. Smartly Dressed v. Low confidence level• Observation about Category II salesperson I. Have good knowledge about product placement , price range , availability of demanded

product in other brands, demanded style , current trends ,and key concern area (i.e unavailability of color , size , fit , fabric )

II. Negative attitude for communication was observed (reluctance to talk).III. “I know every thing “ attitude is also being seen in few of them .IV. Most of them have shared a common problem of unavailability of right product .

More Retail Sales Tips Ø       In the world of retail sales, actions count, not words. Results count, not promises. Ø      Make sure you as a salesperson and your product and/or service promise a lot and deliver even more. Make big commitments, fulfill them all, and then give a little extra.Ø      Don’t compete, create! Find out what everyone else is doing, and then don't do it. Be unique. Approach your retail sales in a way that sets you apart from other stores in a way that makes a positive and long lasting impression. Ø       Remember a picture is worth a thousand words! Create positive pictures with the words you use. Ø     Use the following magic words: free, new, you, discover, save, guaranteed, introducing, results, benefits, easy, proven, love, alternative, now, win, gain, happy, trustworthy, beautiful, comfortable, proud, healthy, safe, right, security, fun, value, advice, wanted, people and why. Ø      Avoid the following words:  buy, purchase, obligation, failure, bad, sell, loss, liability, difficult, wrong, decision, deal, hard, death, order, fail, cost, worry and contract.  

  It is your obligation to close, and provide your customer with an opportunity to make a decision.

Ø      You will know where you are with your customer's "will-invest-line" by closing throughout the presentation and gauging the responses. As customer gets closer to the "will-invest-line", you will receive more positive responses. Ø       Think of a balance scale as representing the way your customer's mind operates - weighing need, use and value against the required investment. Ø       Remember to close early (not before the need is established and benefits of a product/service are known) and often, so you won't buy your product back. Ø      Effective closing questions should be natural, sincere, yet assumptive (assume the sale). Include physical action. Offer a choice between alternatives. Be sure your question requires a response. After asking a closing question, be quiet. Usually, the one who breaks the silence gives in. Ø       Objections do not mean "no". They mean your customer is interested in seeing more benefit, use, and value. Ø       For objections that do not deserve a response, just cushion, bypass the objection and continue your presentation. Ø       The READY formula suggests five ways to respond to an objection: reverse it, explain it, admit it, deny it, or ask "why?” 

Ø       Develop a sense of belief / conviction about your service or product. Conviction alone is sometimes enough to handle even a major objection. Ø    Always maintain a positive attitude by visualizing the gainful end result of your work for your customer, company and yourself. Even in the face of resistance, remember that your effort will be appreciated once your customer realizes you are there to help. Ø      Develop a follow-up schedule for customers who bought from you. Remind them that you are there to help them with their future purchases. Remember it is five times easier to maintain an existing customer than to acquire a new one. Ø      You don’t have to work as hard to achieve your numbers if you leave such an impression with your customers that they always ask for you when they come back.Ø      Selling is a combination of science and art. Certain things must happen before a sale is made. Every customer/prospect must answer six questions: Do I want the product? Do I want this particular one? Do I want it now? Do I want to pay the price? Do I want to get it from you? Do I want to get it from your company? Ø      Sell benefits not products. Show your passion when you describe a feature of your product, explain its function, explain the benefit of that function, prove the benefit by providing evidence, and ask a nail-down question to get your prospect's verbal acceptance of the benefit's value. Ø       Benefits help you tune-in to your customer's mental radio station, WIIFM, "what's in it for me?".

Key Concern Area for training :-• Product Knowledge • Expected Customer behaviour in particular

category • Brand awareness • Interaction (communication )• Personality development • Trends and Forecast • Reporting System

Customer Handling

Selling Process

Presentation Handling Objections

Approach Follow-Up

Need Identification

Gaining Commitment

Delighting Customers

• Acknowledge the arrival of a Customer with a pleasant smile

• Be available for help at eyesight.• Understand your customer’s needs• Suggest alternatives as required• Be honest and sensitive about

your comments• Cross sell to improve sales and

value to customer experience• Make sure that the customer has a

shopping basket

Delig

hting

Cus

tom

ers

• For good customer service, go the

extra mile.• Are your customers greeted when

they walk in the door• Give customers the benefit of the

doubt.

• If a customer makes a request for

something special, do everything

you can to say yes.

• Customer loyalty Programs

Effective Customer

Interaction

Always smile while talking to a Customer.

Always maintain an interested and helpful expression on your face.

Maintain eye contact. Even if you are busy with other customer, look towards the customer and acknowledge his/her presence.

Effective Customer Interaction

Maintain a distance of at least 2 feet.Speak softly and clearly, without an artificial accent.

Avoid unnecessary movements of hands and facial gestures.

Effective Customer Interaction

Stand erect at ease, but not in a casual manner.• Weight balanced on both feet.• Shoulders straight.• Chest out.• Stomach in.

Effective Customer

Interaction

Keep your hands on the sides or behind your back.Do not keep your hands in the pockets or on the hips.Do not cross your arms across the chest.

Do not lean against a counter/gondola.

Top 7 Rules For Handling Customer Grievances

To respond to a customer who has several legitimate complaints company must keep these seven rules firmly in mind.

• Rule One: Listen with understanding & sympathy. This diffuses anger and demonstrates your concern. Tell the customer something such as "I am sorry you have been inconvenienced. Tell me what happened so that I can help you”. It is vital to show a sincere interest and willingness to help. The customer's first impression of you is all important in gaining co-operation.

• Rule Two: No matter what or who caused the problem, never, ever blame or make excuses. Instead, take full responsibility and the initiative to do whatever you can to solve the problem as quickly as possible.

Top 7 Rules For Handling Customer Grievances• Rule Three:

Paraphrase and record what the customer tells you. Whenever you hear an important point say "let me make sure I understand; you were promised delivery on the 10th and you did not receive the product until the 1st of the following month. Is that correct?”

• Rule Four: Find out what the customer wants. Do they want a refund, credit, discount or replacement? The customer is complaining because he/she has a problem and wants it solved as quickly as possible. Find out what their problem is so you can work towards it and not towards a solution they do not want.

• Rule Five: Propose a solution and gain the customer’s support. When the customer tells you what he or she wants the solution is usually obvious. State your solution in a positive manner. "I will be happy to give you a full credit for it or other merchandise. Is that acceptable for you?” If it is acceptable, act promptly.

Top 7 Rules For Handling Customer Grievances• Rule Six:

If the customer does not like your solution, ask what they would consider a fair alternative. Never let a customer lose face. If you cannot meet their request, say so, but never say they are wrong, and never get into an argument with a customer. It is vital to be considerate of the customer’s feelings and to be courteous. Sometimes the customer knows full well that there is nothing you can do. All the customer really wants is someone to hear and respect his or her point of view, and you can always give them that.

• Rule Seven: Follow up within a few days to ensure that the customer is completely satisfied. This last tip should ensure that the relationship is strengthened and you may well gain additional business.Do remember that, a customer’s loyalty is only as strong as the success of their last contact with you.

Always remember that it takes 5-10 times to get a new customer than keeping the existing one.

Process

Central service:

On the value-added front, Central has taken customer service to the next level by offering its customers a whole new range of services such as:

Gift Central Beauty Central Radio Central Wi-fi Central Flower Central.

All that would add to the complete shopping experience

Gift central

• Gift central is the value added service which helps to :

• Save time.• Reason of  smile.• Money saving shopping

Problems with gift central 

• Some time there is a huge cue.• Absence of employee.• Some time they don’t like the way they wrap it.

Other Days Weekends0

10

20

30

40

50

60

70

80

Avg. No. of customer used service Avg. No. of ComplainsAvg No. SuggestionAvg. Time Taken to offer service per customer(IN MINUTE)

Beauty central• Beauty central is another value added service for customers.• It is not only gives a chance to look better or enhance their beauty in a few minutes but it also help to save time & money of the customer .

• Most of the customers enjoy & appreciate this service during shopping.

• This service is like “killing two birds with one stone “ • First is that store is fullfil their desire and needs with affordable price.• Second they can also enjoy of being  very beautiful lady after use this free of cost service.

Problems

• Sales person are less aware about the beauty products that has been offered them to use for the beautification.

• central don’t provide a special  or  huge space for beatification.

• Privacy was expected by many customers .

others day Weekends0

5

10

15

20

25

Avg No. of Customer used this serviceNo. of SuggestionNo. of complain

• It gives the facility access to fast speed internet connectivity to  the customer :

• Net surfing• Free Downloading (movie , song etc)

• It was available near CSD ON 3RD FLOOR 

Problems

Limited to some extend only.It was available only at the 3rd floor.Lack of charging plug.Limited chairs.IT person was not easily available to help customers in case of technical issues. 

Wifi central

Other days Weekend0

5

10

15

20

25

30

No. of customer avail this facility

Avg no. of time slow connection being reported

Technical Issues being Raised

Flower central• Earlier it was functional but due to unavailability of vendor it had been closed.

• But Central Gurgaon is working out over possibilities to  resume  the service due to customer demand.

• This service has been added for the customers entertainment only.• It is Under Control of CSD (Customer Service Desk )• It starts from 11.30 AM and stops at 9.30 PM and CSD manager is responsible for smooth 

operation of this facility .• It includes following :-I. Announcement of Offers II. Music played in MallIII. Broadcast of Future TV through LCD TVs installed on each floor of Mall • Information Given through Broadcast of Future TV are :-1. Latest offers in Central 2. Information about Gift Voucher 3. Horoscope of the day 4. Weather Forecast 5. Latest Fashion Tips6. Unknown facts about some celebrities 7. Review of Movies and about upcoming movies

Radio central:  

Physical Environment

Ambience Music 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

25%35%

45%40%

10%12%

15%8%

5% 5%

12345

Rate the Ambience and music played in Central on a scale of 1 to 5 (1 being worst and 5 being best )

Ambience of central mall gives a feeling of Blend of Indian Culture and Luxury with use of RED AND WHITE colors along with use of Flowery print .

On Ground

Floor

On 1st Floor

On 2nd Floor

On third Floor

On 4th floor

0%

20%

40%

60%

80%

100%

15%2% 5% 1% 1%

20% 45%25%

24% 24%

45%30%

35%

20% 22%

5% 10%25%

30%35%

5% 3%5%

15%10%

10% 10% 5% 10% 8%

More than 20 minute 15-20 minute10-15 minute7-10 minute5-7 minuteLess than 5 minute

When respondent were asked to identify / experience the change in Central Some of interesting response were :-

Yaah ,…There is the use new fragrance .Escalators are clean .More no. of sales person are employed .Play Zone is being shifted from 4th floor to 1st floorOffers have Changed . Kiosk of Pay Back Is being Installed . Its difficult to say …I can not identify ….Sorry ….And many more such interesting answers ………….

BUT 

Question was being asked in context of Music being played that was stopped for 15 minutes on 11th , 18th , 25th June and 2nd and 9th of July .

Not Identified Identified in 1st attempt

Identified in 2nd Attempt

Identified in 3rd attempt

0%

5%

10%

15%

20%

25%

30%

35%

40%

% of respondent 

% of respondent

15%

35%40%

10%

response

Not Exactly listen but not actively yes Don`t care

Response of Open ended question “Have you listen song being played ?” is being recorded and articulated and result is as follow

7.50%

17.50%

27.50%

47.50%

% of  respondent 

All the 3 Correct only 2 songs CorrectOnly 1 song correctly Wrong Response

Conclusion :-

Physical Environment of Central Mall , Gurgaon was being appreciated by most of the customers .Fixture are being used in combination of Red and White colors , which gives glamorous and Luxury Feel to Customers .Though music is important part of physical environment as it helps in changing the mood of customer but it hardly play very vital role in consumer`s decision making process . As it being clear from finding of the research that only 40 % respondent told that they have listen the song and out of which only 52% were able to point out at least I song correctly .

Even more 35% respondent were not able to identify the change when music was being stopped playing and 33% identified it in there last attempt (In 3rd attempt )

In another research being conducted in central it comes out as interesting result that more than 65% customers spend at least 5 minute on each floor .

Key Learning

1. Planning and execution of Marketing Activity .

2. To deal with Customer`s Grievances

3. Maintenance of customer`s data Base.

4. Usages of proper Signage .

5. Different Process of Marketing Research

6. Customer`s Behavior .

7. Importance and process of Sales Man Training and

evaluation

Key Findings 

• All the 5 brands recalled by 65% respondents in all Apparel category are present in Central Mall.

• It was being observed that Compromise effect was more influential in customers of Free Roamer.

• While Attraction Effect is more dominant in decision making process of Aggressive Shoppers .

• IIA is least dominant decision making factor in youths .

Strategically Important Conclusion Drawn

• Mr. Aggressive and Free Roamers are most influenced by Context effect . This can be used to design offers /in such a way that can increase conversion from Std. 30% to above .

• Central Being Pioneer In seamless shopping mall must avoid Bait Pricing Strategy . • There is a gap being identified in Price range Band Model which must be bridged with

appropriate product offering , to decrease opportunity lost .• Central Radio which controls music being played need to register itself in mind of consumer

and how does it effects customer`s purchasing decision is needed to examined . • Uniformity in appearance of Salesman is missing so a proper training program must be

implemented on regular time interval .

• Flower central must be started as soon as possible so as to complete the

Concept of CENTRAL.

• Building strategy of pricing was most favored by perfectionist while free roamer

influenced by psychological pricing.

• Placement of brands on the floor have its own effect on customer’s behavior.

In contrast of most expected result that brands in front of escalator will end

up with more sale while actual result was different of it . Law of momentum

plays critical role though such stores grab attention but registered lower

sales than those brand away from escalator.

• Physical environment of mall results in maintaining & entertaining mood of

potential customers. But in studies it was found that aggressive purchaser

were least bothered with kind of music being played. While perfectionist

recalled 3 out of 5 times the last song being played.

Limitation  

• Study was being conducted in real time situation so , change in marketing mix was not preferable .

• Study was being conducted and data was being collected by two people limiting the sample size .

• Analysis are being done by using statistical too l such as chi-square .• Laboratory condition could not be created .• There was less control over variance in response .

THANK YOU