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An analysis of atmospherics in watch stores of different market segment
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Store I
Brigade RoadLow End Store
Below Rs 600
CONSTRAINTS
•Incompatibility of space
• Ambiguous product segregation
• No visual graphics
• No branding outreach
•Odor, temperature & sound aren’t controlled
•Type of space: Public
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Store I
Sampige RoadMiddle segment Store
Below Rs 10000
ATMOSPHERICS
• Main colors: White and silver, ascents: red
•2 ‘ between aisles
• Segregated products, but cluttered
• Posters, POP, promotional signage, category signage
•Odor & temperature are controlled, sound is not
•Type of space: Social
•Ambience lighting: Yellow & red
• Inside shelf: White LED
•Neon light (Red) around ceiling
• Few spotlights
• Backlit logo
LIGHTING
VISUAL COMMUNICATION
• Life size advertisements
• Endorsement by Katrina Kaif
• POPs about sales & discounts
• Category signage
• Other scalable POPs
Store II
Forum MallMiddle segment Store
Below Rs 10000
ATMOSPHERICS
•Colors: White, Red & Orange; ascent: grey
• Categorized products, but cluttered
• Geometric shelves & furniture
• Obvious & loud branding
• Cool temperature, odor of phenol, no sound
•Type of space: Social
VISUAL COMMUNICATION
• No life size advertisements
• Endorsement by Katrina Kaif
• POPs about sales & discounts
• Category signage
• Other scalable POPs
Marketing Strategy
Middle class/ upper middle classConscious about price as well as quality
SEGMENTATIONThe middle: Raga & Exacta
TARGETPrice sensitive customers yet fashion conscious
POSITIONINGPremium brand providing high quality products, repositioned themselves as a fashion accessory brand (Endorsed by Bollywood celebrities)
Store I
UB CityLuxury Store
Above Rs 10000
ATMOSPHERICS
• Furniture – Elite, less is more
•Runway layout, geometric shelves
• Colors: Achromatic silver, white & black
• Minimalistic interior
•Temperature was cool, no sound or odor
•Type of space: Personal
LIGHTING• Focus LED light
• Two backlit posters
• Ceiling: White & yellow light
VISUAL COMMUNICATION
• Logo & Branding is elite & not loud
• Clean and minimalistic posters & POPs
• Category signage
• No institutional signage
• Product description in LCD tablets
• One life size advertisement
• Intangible & abstract graphics
Marketing Strategy
Upper classConscious about experience & quality
SEGMENTATIONBasic luxury
TARGETyoung, high income group
POSITIONINGA watch brand with
innovative material & designNot restricted to a particular look. Associated with various sports
Thank You