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Revitalization -Santushti Shopping Arcade
Project Flow Line
Idea Generation Brand Chosen Research- A. Problem Identification Project Goal Market Scan SWOT Concept Target Market
Santushti Shopping Arcade
HEADMr.Sandeep Soni
Heading Santushti currently but sits at Race Course Club
JW B.K Singh(Sits in Santushti Complex)
Looking after rent , electricity and management
Maintainence staff
Santushti Shopping Arcade-The brands(Product Mix)
Picturesque Art & Framing Image Satya Paul Sadhka Le Solitaire Good Earth Tulsi-Neeru Kumar Cigar shop Ogaan Anokhi Padakkam Ranna Gill Lotus Eaters Christiana Shahnaz Hussian Basil & Thyme Kapas Mandira
Nur- Noor JehanKargaTack2 FeetMysiqueSan-cha- Tea BoutiqueMon priSwaikaEnssembleAmrapaliAadi ShopCloveArt IndusGiving & DesignYoung FashionTex Indus
PromotionsBTL
Cultural Week
Special Santushti
Card
Online Presence Co-Branding
Special Santushti
Newspaper
Research
Problem Identification
Brand Audit
ManagementInvestmentPromotion
Dilution among brands
Changes in IndustryBranding
When you hear the brand name Santushti Complex, what springs to your mind?
Relax shopping Space Trust the product Quiet UniqueFavorite brands Pure design Good Quality Classy
Nobody is chasing meFree decision Spending Quality time
Perfect permutation and combination No unwanted element
When you see other people visiting Santushti how do you feel? What thoughts come to your mind?
Endorse to quality
SpiritualRelaxedRational buying
Art loversSensitive to
environment SoulfulPure
Nature lovers
‘They are rich
women’White Expats
Well to doIntellectual
s
When you shop at Santushti Complex how does it make you feel about yourself? What role does it play in your life?
Pamper myselfAt Peace
To be blessedReady made signature style
The best thing which happened to me
Makes me feel spiritualMakes me feel different from
others
Truly unique and a must
"once in a life time
experience“.
It’s soulful, relaxing
and leads to a kind of Nirvana in
today's world of hush-n-
rush.
Santushti Complex Vs….?
Baba Kharak Singh Marg
Contemporary Art & Craft
Cotton World
Khan Market
Project Scoping Form
Project Name: Revival of Santushti Complex as a concept store
Project Manager: Juhi Sharma Team Members: Juhi Sharma Problem : No promotional activities( Earlier they use to do promotional
activities) Dilution among brands within the Santushti Complex (Brand
identity) New age mall culture catching up with consumers leading to
shifting loyal Low visibility of Santushti Complex Lack of branding exercises for branding Santushti Complex as a
strong brand Lack of professional marketing management expertise Investment for promotional activities
Project Scoping Form
Opportunity : Santushti ‘s brand essence and USP Experiential Retailing First Mover Advantage Premium Location Sensory Experience Clientele Project Goal: Revitalization of
Santushti Complex
LocationIndian
Essence(Back to roots )
Exclusivity Quality(Trust)
Low visibilityInvestment
Management
Complete ExperienceFirst Mover Advantage Social MediaRebranding
Market Activation
The concept can be copied
Slow MarketManagement
SWOT
Assess market sizeThe domestic apparel & clothing retail market
Estimated Worth
Rs.1,41,547 crore for 2009-10
Modern retail Risen to 31.2 % from 26.7% in 2006-07.
CAGR Estimated at a growth rate of21%
The total apparel market is about 7.3% of total retail market in India.
Among organised retail segments, apparel has the highest share at 34.9%. Organised apparel retail accounts 31.2% share of total apparel retail in India; this ratio will grow to 36.1% by 2011-12.
Future The organised sector growing at 30.48%, hitting an estimated size of Rs.75,187 crore by 2011-12.
The entertainment retail market
Market in India is estimated to be worth
Rs.55,440 crore for 2009-10
From 2007 to 2010, the category has been growing at a CAGR of 7.28%
The organised market has grown at a CAGR of 22.52%.Over the next two years the category will grow at an estimated 18 to 19%.
Entertainment retail market makes about 2.8% of total retail market and 3.5% of the organised retail market in India.
About 8% of entertainment market is organised; this share will rise to 8.6% by 2011-12.
The food services marketEstimated to be worth Rs.90,825 crore in 2009-10- accounts for around 4.7% of the total retail market
5.9% of the modern retail sector.
The category has witnessed a CAGR of 8.96% from 2006-07 to 2009-10, while the modern sector has experienced a CAGR of 19.54%.
The total organised catering and food service market stands at 8.3% and is expected to grow to 9.1% by 2011-12.For the next two years, the category is estimated to grow at 22-23%.
Quiet set back environment A unique blend People meet and shareA destination for -Complete shopping Cross road between Desire and CultureArt-Design-Fashion-Music-Literature-Cuisine Multifunction Philosophy Network of Interconnected SpacesCustomer moves from one insight to the nextSuccession of social cultural activities Santusht Experience
Vision: At Santushti, we envision to integrate romance in the shopping
experience between our customer’s soul and the reality of the material presented in the stores. Our vission goal is to create an experiential romance between our customers’ spirit and the privilege of being a part of such a socio-cultural experience.
Mission Statement: Our aim is an inception of a unique platform blending people
from varied walks of life sharing their own brand of taste and values to create a complete shopping experience. Santushti as a brand will serve as a crossroads between desire and culture conglomerating in the form of art, design, fashion, music, literature and cuisine. It embodies a multi-functioning philosophy leading to creation of a network of interconnected space allowing customers to move from one form of insight to the next with ease resulting into a succession of socio-cultural activities.
Target customer
Aspirational Customers
Shifting Loyal
Quality /
Loyal
Custome
rs
Foreigners Expats