swet @ vm in patna

8/14/2019 Swet @ Vm in Patna

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VISUAL MERCHANDISING-- SWOT

ANALYSIS

Submitted by:

Swet Kumar sinh


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INTRODUCTION:

Name of the store : Chunni lal mega mart

Address : Laxmi complex

Boring road,

Near HDFC

Patna-

800001

Product category : Jeans, trouser, casual shirts, formal shirts,

t-shirts, Bermudas, track suits, etc.

ENTRANCE

Brands : Van Heusen, Levis, Allen Solly, local brands

etc

About Chunni Lal Mega Mart

Chunni lal mega mart was started with a very small one room departmental store.

The shop was hardly known by anybody, when it was started. Gradually it started gaining

people's attention as a departmental store and within a year it has became the city's one of

the biggest departmental store serving around 1200-1500 customers a day.

Chunni lal mega mart has been serving its customers from around last 3 years withtargeting more than 60-70% customer satisfaction. It is a type of sole-proprietorship

ownership business.

Earlier it was a small general store located in Laxmi complex near HDFC bank at

Boring road. But in the year 2006 it actually converted into a complete departmental store.


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With major competitors like 9to9 (boring road) , Maurya lok etc this retail outlet has

managed to get an edge over its competitors in a variety of ways which will specifically be

highlighted in its strengths that were quite obvious and observable as one enters this full-

fledged amazingly systemized retail outlet.

STRENGTHS:

Huge variety of all consumer goods (i.e. A customer is likely to find all this and

more under one roof, means its a ONE STOP SHOPPING experience )

Hence, in this way it ensures that PRODUCT INNOVATION is sensitively

analyzed so that the customers dont find any reason to switch to other competitors.

Separate sections for all types of customers from kids to women, household, man

etc. This is done to specifically focus on each segment and to equally improve eachsection in the store with the intention of not compromising on any segments quality,

maintenance, availability or reliability.

Offers and sales are explicitly mentioned. E.g. Super sale, discount price, BUY

ONE GET ONE FREE.

Reasonable/discounted prices compared to other large super stores in the city.

Located in commercial and prominent area of boring road which can be easilyaccessible by all.

WEAKNESS:

We personally observed and experienced lot of things while we were at Chunni lal mega

mart and as an observer we find out different type of weaknesses in their products,

services, processes and management as well which requires innovation to generate more

sales and satisfy their customers.

THE AREA WAS SO CONGESTED:

The area of CHUNNI LAL MEGA MART was so congested and there was also a

lack of space between rows due to which customer face difficulty to walk in the

shop and buy the items.


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NO IDENTIFICATION OF BRAND PRODUCTS:Different branded products are placed at different shelves and at different locations

and customer faces difficulty to find out those products which they actually want.

NO PROPER UNIFORM FOR THE EMPLOYEES:

It was difficult to recognize the employees and makes the difference between

salesman and customers while we were observing there.

OPPORTUNITIES:

Chunni lal is no doubt one of the leading

departmental stores in PATNA market. It competes

on its low price and large variety of products howeverthere are few neglected areas which are needed to be

given attention some of these unexplored opportunities

are stated below:

Unique products:

Although Chunni lal mega mart has a huge variety of products belonging to the same

category still the lack when it comes to the cosmetic section, they have kept only a

limited and the products of some renowned popular in demand brands are missing.

Size and space:

As being observed, smaller size and space remains the problem of Chunni lal mega

mart however they are working on it. Shortly they are trying to overcome by having

greater size, proper shelving and huge space for customer convenience.

Stock management:

Stock management techniques are not good at present in Chunni lal mega mart. The

stock comes in a huge number and that is precisely the reason why they do not indulge

themselves in managing the stock.

THREATS:

Despite Chunni lal mega mart pricing strategy and other strengths; it faces a few

threats from its competitors such as 9to9 (boring road), Maurya loketc. Generally,

type of competitors, size of competitors, and strengths of competitors are main threats


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for Chunni lal. And these threats may drive Chunni lal customer traffic towards its

competitors. Some of the threats are as follows:

Other than hygienic conditions Chunni lal mega mart store is based only on 1 floor

with jam-packed area, instead 9to9 , Maurya lokare based on more than 1 floors,

open shopping area

The goods should be displayed on shelves in the correct position and place as shelves

contribute in increasing the product appeal and that can help convert potential into

actual customers. And so, there is sometimes improper shelving of products mainly in

rush periods at Chunni lal, and people find difficulty in product identification and to

find the needed product. Whereas at 9to9 and Maurya lok, products are properly

shelved at all times and so customers find easy

Stores like 9to9 and Maurya lok has a very attractive outlook which tempts thecustomer into visiting the super market. The placement of the goods and the store

format is such that it tempts the customer into walking around the store and having a

look at all the items. The displays on the shelves within these stores are organized and

it helps the customers reach for products easily. The customers feel relaxed and

comfortable while shopping. But Chunni lal mega mart doesnt have such an attractive

outlook which pulls customers to it.


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Vishal Mega Mart

Name of the store : Vishal mega mart

Address : Frazer Road,

Patna- 800001

Product category : Jeans, trouser, casual shirts, formal shirts, t-shirts,

Bermudas, track suits, accessories and food-bazaar

Brands : In House brands

About Vishal Mega Mart

Vishal mega mart is one of the mass merchandise stores in Patna. The

store has been proved to be a very successful store in Patna. The store has

divided itself into two floors. Floor 1 has all the FMCG goods as well asaccessories, whereas floor 2 has apparel section as well as sports equipments.

The store is using tube lights hanged from the roofs for lightning purpose. The

store is also using 5 reflectors.

The major competitor of the store is Patliputra Shoppers Plaza situated at

Maharaja complex. The store has maximum number of footfalls in the city.


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STRENGTH:

Brand image

One stops shopping experience within a single store.

Location advantages

Low pricing strategy compared to other stores.

Good parking facility

Reasonable/discounted prices compared to other large super stores in thecity is very low

Separate section for different types of products

Various no. of cash counter for easy payment

WEAKNESS:

PRODUCTS ARE PLACED HAPHAZARDLY IN THE SHELF

For example different brands of soaps are placed in 1 shelf haphazardly like lux,

dove, cinthol, Dettol, Harmony soaps etc and we found difficulty in finding them

LACK OF TRAINING OF THEIR EMPLOYEES:

They did not provide proper training to their employees due to which both faces

difficulty, the management itself and customers as well and ultimately the whole

impact is on the organization.

NO MANNEQUINES PLACED

As we have observed that no mannequins are placed in the store it can act as a

disadvantage to the store, because it cannot portray the new collection to the

consumers.

NO PROPER LIGHTNING EFFECT:


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No proper lightning effect in the store. The store is only dependent on tube lights

and halogens. The store is unable to focus on the premium merchandise and unable

to create a pleasant ambience.

OPPORTUNITIES:

ONLINE STORE:

Another area that remains untreated is of getting online. Vishal mega mart has not

yet explored the advantages of being clicks and bricks. This can give them a chance

for service innovation by differentiating from its competitors. A website is

constructed for this purpose but is yet to be activated in providing services through

online.

IMPROVEMENT IN VISUAL MERCHANDISING:

Visual merchandise acts as a silent salesman. So there is a huge opportunity to cater

to the untapped market.

THREATS:

Coming up of the big players like Big Bazaar etc in city like Patna, which can

hamper the market share of vishal mega mart.

Quick service and immediate response always attract customers. And at vishal

mega mart there is slow service by the employees at cash counters & within floors

, which can hamper the image of vishal brand


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9 to 9 Supermarket

Name of the store : 9 to 9

Address : Bander Bageecha,

Patna- 800001

Product category : Jeans, trouser, casual shirts, formal shirts, t-shirts,

Bermudas, track suits, accessories, stationery and

FMCG.

Brands : Nationalas well as international brands

About 9 to 9 Supermarket

9 to 9 is the departmental store located at Bander Bageecha, near

Maurya lok. The store is known forits ambience. The store is divided into

two floors 1st floor is having FMCG products and an ice-cream parlor where as

2nd floor is having apparels and accessories. The store is just adjacent to Yo-

china, so is able to catch more youthful population. The store is having a beauty

parlor for girls which also act as a strategy for increasing the foot falls in the

store.


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STRENGTH:

Ambience of the store

Good display of merchandise

It is also one stop shopping

Customer satisfaction

- Employees are well trained.Good display of merchandise.

WEAKNESS:

Location of the store

Not giving much interest on visual merchandising


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Availability of cash counters i.e. only one cash counterLack of parking space

No trial rooms and proper guidance.

No latest collection available

Lighting was not properly focused

Not using much mannequins for merchandise display

OPPORTUNITIES:

Parking valets:

They can also innovate their service by providing complimentary parking valets it

will drive more customers towards them.

Online store:

Another area that remains untreated is of getting online. 9 to 9 has not yet explored

the advantages of being online experience. So with this online network it can give

them a chance for service innovation by differentiating from its competitors.

Introduction of loyalty cards

Because of having a large loyal customer base

Introduction of new shoes section

THREATS:


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Non availability of latest merchandise

New upcoming malls in Patna market

Specialty stores coming up.

PATLIPUTRA SHOPPERS PLAZA

Name of the store : Maharaja complex departmental

store

Address : Fraser road

Near railway station

Patna

Product category : Jeans, trouser, casual shirts, formal

shirts, t-shirts, sarees accessories,

chocolates, shades etc

Brands : Zodiac, Van Heusen, Levis, Allen Solly, local

brands etc


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About Patliputra Shoppers Plaza

Maharaja complex is one of the biggest stores in Patna. The store has a wide variety

of range available. The store is situated only 1 kilometer away from the railway station.

The store is having a good goodwill in the market. The store is known for quality

merchandise and products. It is the one of the oldest and famous store in Patna. The

store is regarded as well known departmental sore, earning a good reputation in the

Patna market.

STRENGTH:

Strong location benefits

- Like nearer to railway station. So it can also cater the peoples passing near tothose areas.

Best infrastructure among all the stores in Patna

Large range of merchandise

Goodwill / reputation of store in Patna market

WEAKNESS:

The area of maharaja complex was congested, so because of that

customers find it difficult to walk within the store.

Improper sequence of product display

Lighting effects was not good in store

Mannequins were not placed properly


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No proper display of merchandise according to the season.

OPPORTUNITIES:

The floor area held by maharaja complex is very large; they can

still utilize it in a very efficient way.

A good visual merchandise display can help the store to boost up

the sales.

Has the ability to invest on the latest fixtures and creating a

good lighting effect.

THREATS:

Competitors still working hard on visual merchandise, they still have

better display of merchandise, lighting effect, use of fixtures and

mannequind s.

JALAN SHOP

Name of the store : Jalan shop

Address : Kankarbagh


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Patna

Product range:

Ladies wear- sarees,lehenga

Mens wear- shirt,fabrics,handloom itoms

Kids wear- Jewelleries, aceesseries

- Tailoring facilities

Brands : Local brands, Digjam, Raymonds,

Belmonte etc

swet @ vm in patna

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