Description
Value Opportunity Analysis of Foodland store, Juhu, Mumbai
Value Opportunity Analysis of Foodland store, Juhu
1
FOODLAND STORE, JUHU – I had visited the foodland store in Juhu on 20th Feb and interacted with the manager there to know more about the store. VOA Parameter EMOTION Sub parameter Adventure Independence Security Sensuality Confidence Power Point in time Sense of place Personality Social Environmental Visual Auditory Tactile Olfactory Taste Comfort Safety Ease of use Reliable Enabling Craftsmanship Durability Rating (1-10) 6 6 5 6 7 7 6 7 8 7 8 7 8 6 7 7 5 7 8 7 8 7 8 Average Score 6.2
IDENTITY IMPACT AESTHETICS
7 7.5 7
ERGONOMICS CORE TECH QUALITY
6.7 7.5 7.5
1. EMOTION
2
Foodland store was fairly good as it has lots of shelf space with variety of products and brands stored. There is enough security checks and also billing is computerised so there is little chance of error. Apart from local brands, there are premium brands also available there like imported chocolates etc. If a product is not available, they also assure you of home delivery. All these things ensures that the customer feels confident of shopping from the store. But the store lacks as there are no helpers around to help you locate the product you need. You have to go to the billing counter to seek help. 2. IDENTITY Foodland creates its brand identity by storing all different variants of products in terms of size and types like medicated toothpaste, kids toothpaste, family packs giving lot of choice to the consumers. It also has some imported brands which are not easily available. It has positioned itself as a premium brand offering not-soeasily available products also which are sold at premium price. So its location at Juhu fits perfectly with its positioning. 3. IMPACT The foodland store at Juhu, is positioned to cater to the upper middle class and upper class buyers. The main characteristics of these buyers is having shortage of time and seeking good quality. It uses paper-bags instead of polytheine bags for packaging to reduce the impact on environment. 4. AESTHETICS Foodland has given special emphasis on the ambience of the store. There is a good perfume smell which enters your nostrils as you enter the store. The store is well organized with navigation signs and product category signs displayed at each rack, which helps the customer to locate the product he wants. The products are positioned near their complements so that customer is compelled to take the complement as well and doesn’t have to move too much in the store like brush and toothpaste are in adjacent shelves. 5. ERGONOMICS This is where I feel foodland could do better, as there is no area for kids to play. There is no sofa available for elder people to sit and relax while their relatives do the shopping. There is no special setting for physically challenged people. 6. CORE TECH The core technology for a retail store is its ability to turnover its products through good supply chain planning. Foodland uses software in its store through which it knows when it has run out of stock for a certain product. This helps to ensure that the products are never out of stock for too long. 3
7. QUALITY Quality of service - The store has stored carry baskets at the entrance for the customer to pick up as he enters the shop. The service workforce maintains the hygiene inside the store by wearing handgloves etc. There are people at the entrance to greet you as you enter and exit, the staff is respectful of your needs and makes all efforts to ensure the products you need are available. Quality of products – The store ensures that the expired products are taken off the shelf in advance. The presence of all major domestic and international quality brands differentiates it from other food stores.
RECOMMENDATIONS: Foodland store has made its name by positioning itself as a premium brand, stocking all the brands of products in its store. There is some scope of improvement in areas of emotion. There should be no intervention when you shop there but in case you need any assistance, there should be a helper who should be easily located. The ergonomics should also be improved by placing sofa sets for elderly people and also taking care of physically challenged people’s needs.
4
doc_292983377.doc
Value Opportunity Analysis of Foodland store, Juhu, Mumbai
Value Opportunity Analysis of Foodland store, Juhu
1
FOODLAND STORE, JUHU – I had visited the foodland store in Juhu on 20th Feb and interacted with the manager there to know more about the store. VOA Parameter EMOTION Sub parameter Adventure Independence Security Sensuality Confidence Power Point in time Sense of place Personality Social Environmental Visual Auditory Tactile Olfactory Taste Comfort Safety Ease of use Reliable Enabling Craftsmanship Durability Rating (1-10) 6 6 5 6 7 7 6 7 8 7 8 7 8 6 7 7 5 7 8 7 8 7 8 Average Score 6.2
IDENTITY IMPACT AESTHETICS
7 7.5 7
ERGONOMICS CORE TECH QUALITY
6.7 7.5 7.5
1. EMOTION
2
Foodland store was fairly good as it has lots of shelf space with variety of products and brands stored. There is enough security checks and also billing is computerised so there is little chance of error. Apart from local brands, there are premium brands also available there like imported chocolates etc. If a product is not available, they also assure you of home delivery. All these things ensures that the customer feels confident of shopping from the store. But the store lacks as there are no helpers around to help you locate the product you need. You have to go to the billing counter to seek help. 2. IDENTITY Foodland creates its brand identity by storing all different variants of products in terms of size and types like medicated toothpaste, kids toothpaste, family packs giving lot of choice to the consumers. It also has some imported brands which are not easily available. It has positioned itself as a premium brand offering not-soeasily available products also which are sold at premium price. So its location at Juhu fits perfectly with its positioning. 3. IMPACT The foodland store at Juhu, is positioned to cater to the upper middle class and upper class buyers. The main characteristics of these buyers is having shortage of time and seeking good quality. It uses paper-bags instead of polytheine bags for packaging to reduce the impact on environment. 4. AESTHETICS Foodland has given special emphasis on the ambience of the store. There is a good perfume smell which enters your nostrils as you enter the store. The store is well organized with navigation signs and product category signs displayed at each rack, which helps the customer to locate the product he wants. The products are positioned near their complements so that customer is compelled to take the complement as well and doesn’t have to move too much in the store like brush and toothpaste are in adjacent shelves. 5. ERGONOMICS This is where I feel foodland could do better, as there is no area for kids to play. There is no sofa available for elder people to sit and relax while their relatives do the shopping. There is no special setting for physically challenged people. 6. CORE TECH The core technology for a retail store is its ability to turnover its products through good supply chain planning. Foodland uses software in its store through which it knows when it has run out of stock for a certain product. This helps to ensure that the products are never out of stock for too long. 3
7. QUALITY Quality of service - The store has stored carry baskets at the entrance for the customer to pick up as he enters the shop. The service workforce maintains the hygiene inside the store by wearing handgloves etc. There are people at the entrance to greet you as you enter and exit, the staff is respectful of your needs and makes all efforts to ensure the products you need are available. Quality of products – The store ensures that the expired products are taken off the shelf in advance. The presence of all major domestic and international quality brands differentiates it from other food stores.
RECOMMENDATIONS: Foodland store has made its name by positioning itself as a premium brand, stocking all the brands of products in its store. There is some scope of improvement in areas of emotion. There should be no intervention when you shop there but in case you need any assistance, there should be a helper who should be easily located. The ergonomics should also be improved by placing sofa sets for elderly people and also taking care of physically challenged people’s needs.
4
doc_292983377.doc