SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution
Sales promotion strategies & impacts in Indian malls
Submitted by Group#5Ilhan KHAN, Gaurav LALWANI, Ravi RAMCHANDANI, Shubhangi SARAF, Kanchan TIWARI, Mathilde DURAND, Marie GUILLEMOT, Ankit SETHI
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution
Area: 42,000 - 210,000 sqftNumber of anchors: 1Anchor Type: SupermarketPrimary Trade Area: 2 – 3 km
Area: 1,40,000 - 490,000 sqft Number of anchors: 2 or moreAnchor Type: Discount Departmental Store, Supermarket, Home, ApparelPrimary Trade Area: 3 – 5 km
Infiniti Mall, Andheri
Area: 500,000 - 1,120,000 sqftNumber of anchors: 2 or moreAnchor Type: Full Departmental Store, Hypermarket, Fashion, ApparelPrimary Trade Area: 4 -12 km High Street Phoenix, Parel
Area: 1,120,000 + sqftNumber of anchors: 3 or moreAnchor Type: Full Departmental Store, Hypermarket, Fashion, ApparelPrimary Trade Area: 6 -25 km
Introduction
Shopping Malls (India)
Neighborhood Centre Community Centre Regional Mall Super Mall
Shopping Mall [shop-ing mall]NounA large retail complex containing a variety of stores and restaurants housed in a series of connected or adjacent buildings or in a single, large building.
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution
Mall specific Sales
Promotions
Special events and promotions
Mall wide saleCultural/Theme based events
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Objectives &
Approach
Approach
Primary
Consumers Traders
Secondary
Internet
Magazines
Our General Approach :
Questionnaires were floated and filled by around 50 people
Direct interviews withcertain store
managers
1. To establish a relationship between various demographics and deal proneness
2. To get an understanding of the Malls’ and the Store’s attitude towards promotions
3. To establish the affinity of Consumers to Sales and Discounts
Our Objectives:
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Approach
The Customer’s Questionnaire :
3. Affinity to Promotions
2. Importance given to different Sales promotions
1.Demographics
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Trade Survey
•2 mastige brand, 2 luxury brand and 1 premium brand and multi-brand retail stores interviewed•Sales Duration•Discount Offered•Sales/Footfall Increase•Communication mode to existing customers• Mass media
Trade Survey :
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Trade Survey
Parameters
Sales Duration •No fixed period•Depends on Stock•Globally decided
•Jan to Feb•Twice a year•Globally decided
•45 Days•Twice a year
•One Month•Twice a year
•One Month •Twice a year & on local festivals
•Twice a year•Sale continues till stock lasts
Discount Offered
•Not Fixed•Try to change every year
•40-50% discount•Gradually increases to 70%
•30-40% discount
•Usually flat 50%•This year in multiples of 13 (13, 26,39..)
•30-50%•Discount increases gradually
•10-70% discount•Discount increases gradually
Increase in Sales & Footfall
Not disclosed •80-100% increase in footfall by
•30-40% increase in footfall
20-30% increase in footfall
• Increase of 40-50% in footfall & 20-30% in billing
•30-40% increase in footfall
Communication No comm •Messages to existing customer•Ads in print & internet
•Messages to existing customer•Ads in print & internet
•Messages to existing customer•Catalogues
•Messages to existing customer•Ads in print & internet
•Messages to existing customer•Ads in print & internet
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Trade Survey
A Premium Multi-Brand Retail Store, Madura Group
• Each salesman has its own clientele list and is responsible for all the business from them
• Publishes catalogue of the latest collection• Has a preview for loyal customer a week prior to when the Sale
starts• This year(2013) the discount offered are in multiples of 13 (13%,
26%,39%..)• Minimalistic boards of Sale & percentage of Sale on individual
products is nowhere mentioned• Send gifts such as passes for a customer’s favorite club on his
Birthday/Annivarsary• Private Labels are never on Sale
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Trade Survey
Most Successful Sales Promotion:
Flat 50% Sale
Decision to offer Sale made from Global HQ
Existing loyal customers are informed through
Messages and Personal Calls in Week 0
Stores opens the Sale to people at large
May advertisements promotions in newspapers
Increase discount gradually as the Sale season progresses
Franchise take a call to extend the Sale beyond
the normal period
ATL activities: Publish in Leading newspaper and Internet
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Trade Survey
No loud sales promotion / communication inside mall premises
Huge sales promotion banner display in mall
Sales promotion activities are done independently by the stores
Close coordination with brands in sales promotion activities
No activity by the mall to promote shopping
Special days like “Infinity mall on 50% off”
Comparison between high end mall and mid size mall:
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Customers
Survey
Demographic Analysis
18-25 26-35 36-45 46-550
102030
Age
56%44%
Gender
MaleFemale
8%
52%10%
30%
Occupation
BusinessServiceHouse KeeperStudent
<10000 10000-20000 21000-40000 >400000
10
20
30
Family Income
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Customers
Survey
4%
40%
30%
26%
Do you wait for sales promotion?
Can't sayNoSometimesYes
4% 8%
28%60%
Do you buy more during sales promo-tion?
Can't say No
Sometimes Yes
4%
36%
20%
40%
Do you switch Brands during sales promotion?
Can't sayNoSometimesYes
78% of the people surveyed either buy a brand on deal or
prefer to wait to take advantage of the same
Deal Proneness
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Customers
Survey
Deal Proneness & Demographics
Age
Income
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Customers
Aspects
Occupation
Gender
Deal Proneness & Demographics
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Customers
Aspects
Deal Preference
Contests
Luck
y draw
Loya
lty pro
grammes
Buy One Get O
ne free
Free gi
ft
Exchan
ge offer
Refunds/Cash
Back
Discount
Coupons
Stock
cleari
ng sale
0%
20%
40%
60%
Population
Population
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Customers
Survey
Hypotheses TestingH0: There is significant relationship between consumer attitude toward cash
discount offers and age groups.
H0: There is significant relationship between consumer attitude toward cash discount offers and free gift.
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Customers
Survey
Hypotheses TestingH0: There is significant relationship between mall loyalty and coupon offers.
H0: There is significant relationship between deal proneness and income group.
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution Conclusion
& Suggestions
Suggestions : Increase Mall’s Management• Data Collection & Analysis: in order to make
a targeting as relevant as possible
• Loyalty Program: to attract and retain customers, and add extra value to their shopping experience
• Specific promotions from the mall itself(regardless of brand promotions strategies) : i.e coupons check book
• Communication through Mall’s Brand : to make customers more conscious about mall sales promotion
Introduction
SALES PROMOTION PROJECT
January, 14th 2013
Conclusion & Suggestions
Current TrendsCustomers
SurveyTrade SurveyApproachObjectivesIntrodution
Thank you for your attention.
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