The Role of Events, Promotions & Visual

8/8/2019 The Role of Events, Promotions & Visual

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The Role of Events, Promotions & Visual

merchandising in Attracting Customers &Increasing Sales

By

Swapnil Sinha

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A Presentation on The project Report1

A Presentation on project report



About Pantaloon retail India Ltd.

• Pantaloon Retail (India) Limited, is India’s leading retailer thatoperates multiple retail formats in both the value and lifestyle

segment of the Indian consumer market.

• Company incorporated in 1987 as Manz Wear Private Limited.

Launch of Pantaloons trouser, India’s first formal trouser brand.

• company operates over 16 million square feet of retail space,

has over 1000 stores across 73 cities in India and employs

over 30,000 people

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About Gurgaon Central

• Central was the first seamless mall to be launched inBangalore in 2004

• Gurgaon central is a seamless mall which was set up on 11th

April 2008.

• Justifies its tagline : Shop, Eat, Celebrate…!

• Houses more than 500 brands, which includes more than 50 in

house brands with a retail space of 1,25,000 sq. feet.• The mall is located in sector- 25 of Gurgaon and is easily

accessible.

• Faces tough competition from other near by placed malls.

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Project Title :

The Role of Events, Promotions &Visual merchandising in Attracting

Customers & Increasing Sales

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About the project

The project is based on the promotional activity carried out at

Gurgaon central from 12th June, 2010 to 4th July, 2010.

The name of promotional activity was YOUTHOPIA, which

means celebrating youth.

The main purpose of organizing Youthopia was to project

Gurgaon central as a fashion store.

Youthopia focused on the youth and its purpose was to

promote sales on the youth floor.

To promote the sales different tools of marketing, like events,

promotions & Visual merchandising were used.

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The objectives of the project

The Main objectives of carrying out the project are as follows:

• To know about the events and promotion at Gurgaon central

• To know about the outcome of the events and promotion

• To understand and examine the key features of events and promotion

• To understand the view of the customer on events and promotion

• To understand the operations carried out at central

• To understand the importance and implications of visual

merchandising

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Stages of the project

Stage 1) Observation

The first stage of the project was overall observation in which the

in depth knowledge of Gurgaon central and pantaloon retail was

acquired.

Stage 2) Planning

Planning was the second stage of the project. In this stage, a

plan was formulated for conducting the events and promotional

activities under the campaign Youthopia.

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Continued…

Stage 3) Execution

Execution was the third stage of the project in which the plans

formulated were implemented so that we could derive the

maximum benefit out of the promotional campaign.

Stage 4) Feedback

The last stage of the project was the collection of feedback from

the customers which was the source of information regarding the

success of the promotional campaign. The feedback was taken

by the help of questionnaire.

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Events & promotional Activities underYouthopia

Major Events

War of DJ’s (20th June, 2010)

Dance Hungama (27th June, 2010)

Battle of the bands (4th July, 2010)

All the three events were a grand success, these events were

organised on weekends and were a crowd puller. The footfalls &

sales on the day of these events tremendously increased.

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Role of visual merchandising

• Key purpose of visual merchandising can be described asfollows:

• Educating customers in an effective and creative manner.

• Presenting the merchandise in a 3D environment that ensures

a positive impact on customers and results in a higher recall.

• Offering a distinct identity to a retail store vis-à-vis the

competition.

• Establishing a linkage between fashion, product design andmarketing by keeping the product in prime focus.

• Arresting a customer’s attention and motivating them to take a

buying decision in the shortest possible time.

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Continued…

Visual merchandising played a vital role in attracting andeducating customers regarding the events and promotionalcampaign under Youthopia. Various tools were used for thesame purpose, namely:

• Exterior signs

• Walks & entries

• Landscaping

• Window displays

• Signages

• Themes

• Props, etc.

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Research methodology

• Research – Descriptive

• Data source – Primary Data

• Research Approach – Survey Method

• Research Instrument – Questionnaire

• Questionnaire type – Structured

• Type of questions – Both Close-ended & Open-ended

• Sampling Unit – Individual

• Sampling Frame – Gurgaon central

•

Sampling Procedure – Simple Random sampling at Gurgaon central

• Sample size – 50 customers

• Contact Method – Personal

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Exit Interview & its results

Q1. Is this your first visit to CENTRAL?1. Yes = 16

2. No = 34

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Q2. If no, how often do you visit CENTRAL?

1. Once a month = 8 2. Twice a month = 14

3. Once in 2 months = 0 4. Once in 3 months = 45. Others, please specify = 2 6. Weekly = 6

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Q3. Do you know if any promotion is running at CENTRAL?

1. Yes = 22

2. No = 28

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Q4. If yes, are you aware of the current promotional activityYouthopia?

1. Yes = 342. No= 16

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Q5. How did you come to know about YOUTHOPIA promotion?

1. Press ads = 0 2. Outdoor = 0

3. Radio spot = 0 4. Received sms = 0

5. Received emails = 0 6. Saw it outside the store = 28

7. From friends = 6 8. Do not know = 16

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Q6. Did you shop at CENTRAL?

1. Yes = 44

2. No = 6

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Q7. If yes, what did you shop for? Please tick

1. Men’s wear = 32 2. Women’s wear = 20

3. Youth wear = 8 4. Kids wear = 05. Sport’s wear = 6 6. Accessories = 12

7. Fine jewelry = 4 8. Watches/ eyewear = 4

9. Footwear = 6 10. Handbags = 4

11.Home furnishing = 0 12. Electronics items = 6

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Q8. Please let us know the brands from which you haveshopped for?

1.Levis = 12 2. Lee = 10

3. Lee cooper = 14 4. RIG = 2

5. UMM = 14 6. Bare denim = 10

7. Wrangler = 6 8. Killer = 2

9. Reebok = 4 10. Adidas = 4

11. Puma = 4 12. Nike = 413. Ajile = 4 14. Others, please specify = 14

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Ratings Average Good Excellent

Selection of brands 4 44 2

Fashion & style 4 38 8

Overall range & sizes

available

12 34 4

Q9. What is your opinion of the apparel and accessoriesavailable at CENTRAL?

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Q10. Did you get any free gift on shopping?

1. Yes = 2

2. No = 48

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Q11. If yes, please indicate the free gift you have got

• Shirt and carrying bag

Q12. How much did you spend on your shopping? Please tick

• Less than Rs 500/- = 0

• Between Rs 501/- to Rs 1000/- = 4

• Between Rs 1001/- to Rs 2000/- = 14

• Between Rs 2001/- to Rs 3000/- = 6

• Between Rs 3001/- to Rs 4000/- = 6• Between Rs 4001/- to Rs 5000/- = 4

• Between Rs 5001/- & above = 10

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Q13. Do you know about the denim exchange offer atCENTRAL?

Yes = 20No = 30

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Q14. If yes, did you exchange your old denim at CENTRAL fora free gift voucher worth Rs. 250/-?

Yes = 0

No = 50

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Q15. Did you accessorize your denim at the “Do your denim”

section by FLYING MACHINE?

• Yes = 4• No = 46

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Average Good Excellent

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Q16. If yes, please let us your experience at this section?Designs done on denims were: please tick

Q17. Did you know about the shop and win offer whereby you could

win cool prizes like Samsung Corby pop mobiles, I-pods, bikes, etc.?

Yes = 8

No = 42

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Q18. If yes, did you participate in the lucky draw by filling up thecontest card?

Yes = 12

No = 38

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Effect of events & promotion on sales35




Sales on weekdays v/s weekends 36




Major learning

• Proper implementation of strategies made on events &promotion can increase the sales to a greater extent.

• Exciting offers encourage shopping. The offers can be of twotypes:

• Add on Sale (Gift Vouchers)

• Flat Discount

• Marketing which includes both in-store & out of store marketing

& also the VM, is one the important fields in retail sector.

• Proper means of communication should be selected in order toget in touch with the customers.

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• Mall should not be a place only for shopping but it should alsohave elements for celebrating, eating & enjoying with dearones.

• The selling should be target based & efforts should be made in

order to achieve it. If achieved it should be raised accordingly.

• Sales team is the most important one in the retail sector.These people should be motivated frequently in order to

perform well.

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Thank You….! 39

Documents

The Role of Events, Promotions & Visual