Description
The PPT explains about the Spencer hypermarket which contains floor layout plans, location, ambience, flooring, furniture, pricing & promotions, products in the retail business.
Spencer’s Hypermarket
Introduction
• • • • RPG Group Big 4: ‘Fresh’, ‘Daily’, ‘Super’ & ‘Hyper’ Founded 2001 India’s First Retail Chain of Hypermarket Stores • Destination Store • Widest Range of products at Lowest Prices
Spencer’s Hypermarket, Mumbai
InOrbit Mall, Malad
General Information
• • • • • • Area: 50000 Sq. Ft. (Official Figure) Over 25000 Products 17 Checkout Counters Aisles: Major & Minor Destination Category: Grocery Grid Layout
Ambience
• Flooring: Vinyl • Gondola Height: 14 Feet – 7 feet Shelf Display (Lower)
– 7 feet Storage (Upper)
• Wall Coloring: White & Off White • Lighting: White & Yellow • Air-conditioned • Background Music
Vinyl Flooring
Furniture
• • • • • • • • Gondolas Gondola Ends (End Caps) Dump Bins Mesh Baskets between Racks (e.g. Maggi, Spices) Checkout Displays Refrigerated Storage (separate Veg/Non-veg) Trolleys No Seating Arrangement
Mesh Basket between Racks
End Caps
Pricing
• Mark-Down pricing Strategy (Display with MRP Comparison) • Prices displayed for SKU • Bulk Discounts
Specific SKU Pricing
Promotions
• Special Schemes • In Store
• Price display, Dump bins, Pyramid, Ceiling Danglers • Reps wearing Saffola & Lays T-Shirts
Ceiling Danglers
Promotions
• Multiple Displays: Axe, Dove, Snickers • Seasonal promotion
• Ganesha Idols with festive music • e.g. Saffola
Price Display on Dump Bins
• Free gifts at Exit for specific products
Personnel / Staff
• Number of Staff in store: 110 (quoted figure) • Behaviour
– Attentive – Non Intrusive – Personal Care Salesmanship
• Attire
– – – – Supervisory: Grey Promoters: Dark Blue & Maroon Stock: Orange Security: Black
Products
• Groceries, F&B, Toiletries, CG’s, Apparel etc • Indian Traditional Products
• Paneer, chakki atta, chaat etc.
• ‘Shop in Shop’
• Dollar Shop, Meat Shop, Eateries (e.g. Baskin Robbins)
• Product Range repetition at Gondola
• Start of aisle and in Horizontal Rack e.g. Dove Soap
• In House chemist
Broad Layout
Dollar Shop Meat Shop Destination Category: GROCERIES
EATE R I E S
CHECKOUT
Other Product Categories
Other Product Categories
Exit
Entrance
Destination Category
Refrigerated Units Bakery Products
Vegetables/Meat Ready-to-Cook Dairy Products
Fresh Chakki Atta, Supari Paneer, Chaat Counter
Saunf/
Cash Counter
Fruits & Vegetables
Vegetables
Destination Category
Waist-height Bins
Fruits & Vegetables Display
Destination Category
Refrigerated Units Bakery Products
Vegetables/Meat Ready-to-Cook Dairy Products
Fresh Chakki Atta, Supari Paneer Counter
Saunf/
Cash Counter
Fruits & Vegetables
Vegetables
Oil & Ghee
Masala
Rice, Wheat
Other Product Categories
Gondola Ends (End Caps)
Chocolates, Biscuits, Snacks, Drinks
Fruit Juice
Salt, Grains, Pulses, Sugar, Dry Fruits, Noodles Kitchen Utensils, Crockery, Detergents
Toiletries
Mesh Baskets
Edible Oils (Dump Bins)
Linen, Other Fabrics
Cosmetics, Personal Care
TVs, Refrigerators, Washing Machine
Shampoo
Stationary, Toys Trial Rooms
Ladies Apparel
Gents Apparel
Change Areas (Issues)
• No Proper Labeling in the Garment section • No separate Trial Rooms for Ladies & Gents • Side-view space of Bins can be utilized for promotions • Very few Top-of-shelf Storages covered by Banners e.g. Pedigree Dog food • Use of excessive danglers
Future Scope
Category
Market Size US$B 2005 % Share 2005 Growth Rate b/w 201005 Market Size $B 2010 % Share 2010 Growth Rate b/w 2015 -10 Market Size US$B 2015 % Share 2015
Food, Beverages and Tobacco Personal Care Apparel
168 9 17 2 11 5 25 5 258
65% 3% 7% 1% 4% 2% 10% 2%
8% 12% 12% 12% 15% 15% 15% 20% 10%
241 16 30 4 22 10 50 12 415
58% 4% 7% 1% 5% 2% 12% 3%
6% 10% 10% 10% 13% 13% 13% 18% 8.5%
315 26 48 6 41 19 93 28 626
50% 4% 8% 1% 7% 3% 15% 5%
Footwear
Consumer Durables & IT Furniture Medical Care and Health Services Others
Total
Source: KSA Technopak India Retail Report 2005, USDA Report 2003
Future Strategy
• Create a strong National footprint
• Create presence in North India • Stores to be opened in Tier 2 cities • 7 hyper/super stores to be opened in NCR alone by end of 2006
• Need to adapt to Indian customers
• Cater to the entire domestic shopping needs of customers • Home Deliveries • Frequent purchases
• Differentiate from Kirana
• • • • Variety of products Better Supplies Low prices Deep Discounts
Source: KSA Technopak India Retail Report 2005, USDA Report 2003
Thank You !
doc_166931092.ppt
The PPT explains about the Spencer hypermarket which contains floor layout plans, location, ambience, flooring, furniture, pricing & promotions, products in the retail business.
Spencer’s Hypermarket
Introduction
• • • • RPG Group Big 4: ‘Fresh’, ‘Daily’, ‘Super’ & ‘Hyper’ Founded 2001 India’s First Retail Chain of Hypermarket Stores • Destination Store • Widest Range of products at Lowest Prices
Spencer’s Hypermarket, Mumbai
InOrbit Mall, Malad
General Information
• • • • • • Area: 50000 Sq. Ft. (Official Figure) Over 25000 Products 17 Checkout Counters Aisles: Major & Minor Destination Category: Grocery Grid Layout
Ambience
• Flooring: Vinyl • Gondola Height: 14 Feet – 7 feet Shelf Display (Lower)
– 7 feet Storage (Upper)
• Wall Coloring: White & Off White • Lighting: White & Yellow • Air-conditioned • Background Music
Vinyl Flooring
Furniture
• • • • • • • • Gondolas Gondola Ends (End Caps) Dump Bins Mesh Baskets between Racks (e.g. Maggi, Spices) Checkout Displays Refrigerated Storage (separate Veg/Non-veg) Trolleys No Seating Arrangement
Mesh Basket between Racks
End Caps
Pricing
• Mark-Down pricing Strategy (Display with MRP Comparison) • Prices displayed for SKU • Bulk Discounts
Specific SKU Pricing
Promotions
• Special Schemes • In Store
• Price display, Dump bins, Pyramid, Ceiling Danglers • Reps wearing Saffola & Lays T-Shirts
Ceiling Danglers
Promotions
• Multiple Displays: Axe, Dove, Snickers • Seasonal promotion
• Ganesha Idols with festive music • e.g. Saffola
Price Display on Dump Bins
• Free gifts at Exit for specific products
Personnel / Staff
• Number of Staff in store: 110 (quoted figure) • Behaviour
– Attentive – Non Intrusive – Personal Care Salesmanship
• Attire
– – – – Supervisory: Grey Promoters: Dark Blue & Maroon Stock: Orange Security: Black
Products
• Groceries, F&B, Toiletries, CG’s, Apparel etc • Indian Traditional Products
• Paneer, chakki atta, chaat etc.
• ‘Shop in Shop’
• Dollar Shop, Meat Shop, Eateries (e.g. Baskin Robbins)
• Product Range repetition at Gondola
• Start of aisle and in Horizontal Rack e.g. Dove Soap
• In House chemist
Broad Layout
Dollar Shop Meat Shop Destination Category: GROCERIES
EATE R I E S
CHECKOUT
Other Product Categories
Other Product Categories
Exit
Entrance
Destination Category
Refrigerated Units Bakery Products
Vegetables/Meat Ready-to-Cook Dairy Products
Fresh Chakki Atta, Supari Paneer, Chaat Counter
Saunf/
Cash Counter
Fruits & Vegetables
Vegetables
Destination Category
Waist-height Bins
Fruits & Vegetables Display
Destination Category
Refrigerated Units Bakery Products
Vegetables/Meat Ready-to-Cook Dairy Products
Fresh Chakki Atta, Supari Paneer Counter
Saunf/
Cash Counter
Fruits & Vegetables
Vegetables
Oil & Ghee
Masala
Rice, Wheat
Other Product Categories
Gondola Ends (End Caps)
Chocolates, Biscuits, Snacks, Drinks
Fruit Juice
Salt, Grains, Pulses, Sugar, Dry Fruits, Noodles Kitchen Utensils, Crockery, Detergents
Toiletries
Mesh Baskets
Edible Oils (Dump Bins)
Linen, Other Fabrics
Cosmetics, Personal Care
TVs, Refrigerators, Washing Machine
Shampoo
Stationary, Toys Trial Rooms
Ladies Apparel
Gents Apparel
Change Areas (Issues)
• No Proper Labeling in the Garment section • No separate Trial Rooms for Ladies & Gents • Side-view space of Bins can be utilized for promotions • Very few Top-of-shelf Storages covered by Banners e.g. Pedigree Dog food • Use of excessive danglers
Future Scope
Category
Market Size US$B 2005 % Share 2005 Growth Rate b/w 201005 Market Size $B 2010 % Share 2010 Growth Rate b/w 2015 -10 Market Size US$B 2015 % Share 2015
Food, Beverages and Tobacco Personal Care Apparel
168 9 17 2 11 5 25 5 258
65% 3% 7% 1% 4% 2% 10% 2%
8% 12% 12% 12% 15% 15% 15% 20% 10%
241 16 30 4 22 10 50 12 415
58% 4% 7% 1% 5% 2% 12% 3%
6% 10% 10% 10% 13% 13% 13% 18% 8.5%
315 26 48 6 41 19 93 28 626
50% 4% 8% 1% 7% 3% 15% 5%
Footwear
Consumer Durables & IT Furniture Medical Care and Health Services Others
Total
Source: KSA Technopak India Retail Report 2005, USDA Report 2003
Future Strategy
• Create a strong National footprint
• Create presence in North India • Stores to be opened in Tier 2 cities • 7 hyper/super stores to be opened in NCR alone by end of 2006
• Need to adapt to Indian customers
• Cater to the entire domestic shopping needs of customers • Home Deliveries • Frequent purchases
• Differentiate from Kirana
• • • • Variety of products Better Supplies Low prices Deep Discounts
Source: KSA Technopak India Retail Report 2005, USDA Report 2003
Thank You !
doc_166931092.ppt