Sr. No. PARTICULARS Pg. No.

1. Introduction 2.

2. Objective of the Study

3. Concepts of Retail Marketing

4.

5.

6.

7.

8.

9.

10.

INDEX

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 CHAPTER 01

INTRODUCTION

2
1.1 Retail Marketing

Retail marketing is a strategic blend of in-store and digital techniques a retail business uses to
attract customers and drive purchases. Effective retail marketing establishes a unique brand
identity, engages consumers across multiple touchpoints, and allows timely responses to
market trends and consumer preferences. Retail marketing’s goal is to drive sales through
effective product promotion and foster customer loyalty with superior experiences. Retailers
buy products from wholesalers, agents, or distributors and then sell them to consumers.
Retailers vary by the types of products they sell, their sizes, the prices they charge, the level
of service they provide consumers, and the convenience or speed they offer.

1.2 Role of Retail Marketing

Retail marketing plays a pivotal role in attracting customers, building brand awareness, and
driving sales in both physical and online stores. It involves promoting products through
various channels like advertising, social media, and email campaigns to reach a wide
audience. By leveraging strategies such as discounts, special offers, and promotions, retail
marketing entices customers to make purchases while also fostering loyalty. Additionally, the
strategic placement of products, appealing store layouts, and targeted online positioning are
used to enhance the shopping experience, making it easier for customers to find and buy what
they need. Ultimately, effective retail marketing helps businesses grow by increasing
customer engagement and boosting sales.

1.3 Types of Retail Stores

1.Department Stores

Department stores are the grand dames of the retail world, offering a wide array of products
under one roof. These retail emporiums are known for their vast selection, encompassing
clothing, accessories, home goods, electronics, and even cosmetics. Renowned for their
upscale ambiance and exceptional customer service, department stores provide a premium
shopping experience for discerning clientele.

3
 Fig 1.1 Departmental Store

2. Speciality Stores

Specialty stores focus on a narrow range of products but excel in depth and expertise.
Whether it’s high-end fashion, gourmet foods, or niche hobbies like model trains, these stores
are the go-to destinations for enthusiasts seeking specialized goods and personalized service.
The staff’s deep knowledge and passion for their products create an engaging shopping

atmosphere.

Fig 1.2 Speciality Store

3. Chain Stores

Chain stores, synonymous with consistency and ubiquity, are part of a network of retail
outlets operating under the same brand. These stores offer a standardized shopping
experience across multiple locations, providing customers with a sense of familiarity and
reliability. From multinational giants to regional favourites, chain stores play a pivotal role in
the retail landscape.

4
 Fig 1.3 Chain Store

4. Discount Stores

Discount stores cater to budget-conscious shoppers seeking value without compromising

quality. These stores offer a wide variety of products, often from well-known brands, at
significantly reduced prices. From clothing and electronics to household essentials, discount
stores are a treasure trove for savvy consumers looking to stretch their dollars.

Fig 1.4 Discount Store

5. Boutiques

Boutiques are charming, often independently-owned shops that curate a carefully selected
range of products. These stores focus on unique and handpicked items, providing shoppers
with a distinctive experience. Boutiques thrive on creating a sense of intimacy and
exclusivity, making customers feel like they’re discovering hidden gems.

5
 Fig 1.5 Boutique Store

6. Supermarkets

Supermarkets are the backbone of everyday shopping, providing a comprehensive selection

of groceries, household items, and often, a variety of non-food products. With their expansive
aisles and organized layouts, supermarkets aim to streamline the shopping experience,
making it easy for customers to find everything they need in one location.

Fig 1.6 Supermarket

7. Convenience Store

Convenience stores are the lifelines for those seeking quick, on-the-go purchases. Often open
24/7, these compact establishments stock essential items like snacks, beverages, toiletries,
and sometimes even basic household goods. Convenience stores prioritize accessibility and
efficiency, making them indispensable in our fast-paced lives.

Fig 1.7 Convenience Store

8. Pop Up Stores

6
Pop-up stores are temporary retail setups that materialize for a short period, often during
special events or holidays. These stores generate excitement and urgency, offering limited-
time products or experiences. The ephemeral nature of pop-ups creates a sense of novelty,
driving customer curiosity and engagement.

Fig 1.8 Pop-Up Store

9. E-Commerce Stores

In the digital age, e-commerce stores have revolutionized retail by bringing the shopping
experience to the comfort of our screens. These virtual storefronts offer an extensive range of
products, allowing customers to browse, compare, and purchase online. E-commerce stores
thrive on user-friendly interfaces, secure payment gateways, and efficient delivery systems.

Fig 1.9 E-Commerce Store

10. Warehouse Retailers

7
Warehouse retailers offer bulk quantities of products at competitive prices. These stores
appeal to customers looking to stock up on everyday essentials, from groceries to household
items. Warehouse retailers provide cost-effective solutions for families and businesses alike.

Fig 1.10 Warehouse Retailers

11. Franchises Store

Franchises operate under a proven business model, offering products and services consistent
with the parent company’s brand. These retail establishments provide a blend of familiarity
and localized service, making them a popular choice for entrepreneurs looking to enter the
retail market.

Fig 1.11 Franchises Store

12. Malls and Shopping Centers

Malls and shopping centers are bustling hubs housing a diverse array of retail stores,
entertainment venues, and dining options. These sprawling complexes offer a one-stop
shopping experience, creating a vibrant atmosphere for shoppers to explore a multitude of
brands and products.

8
 Fig 1.12 Malls and Shopping Centers

13. Catalogue Retailing

Catalogue retailing involves the distribution of catalogues showcasing products available for
purchase. Customers can place orders via mail, phone, or online. This type of retailing
provides a convenient way for customers to browse and shop from the comfort of their
homes.

Fig 1.13 Catalogue Retailing

14. Non-Store Retailing

Non-store retailing encompasses various methods of selling products without the need for a
physical storefront. This includes e-commerce, direct selling, and vending machines. Non-
store retailing leverages technology to create seamless and convenient shopping experiences
for consumers.

Fig 1.14 Non-Store Retailing

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 CHAPTER 02

OBJECTIVES OF THE STUDY

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2.1 Objective of the Study

Following are the objectives of this exposure project.

1. To gain insights into the retail industry

2. To develop a clear understanding of the retail concepts
3. To understand the application of retail concepts in real world

This study provides with an overview of the retail industry, concepts and processes and an
opportunity to understand the areas of accountability for a Retail Manager. It emphasizes on
the various aspects of retail management like retail site locations, merchandising, pricing,
store atmospherics, store layout & design and SWOC analysis.

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 CHAPTER 03

CONCEPTS OF RETAIL
MARKETING

12
3.1 Components of Retail Store

Retail stores are composed of various components that work together to create a functional
and appealing shopping environment. Here are some of the key components of a retail store:

1. Storefront:

The exterior of the retail store, including the entrance, windows, signage, and overall
architectural design. It serves as the first impression for potential customers. Some
important elements of exterior design are given below.

2. Facade Design:

The architectural style of the building should be consistent with the brand’s theme
(e.g., sleek and modern, or rustic and traditional).

3. Window Displays:

Large, attractive windows that showcase products or visually tell a brand story can
draw passers-by into the store.

4. Lighting:

Exterior lighting enhances visibility and safety but also contributes to ambiance.

5. Entrance Design:

The entrance should be welcoming and easy to locate, often with automatic sliding
doors or wide openings.

6. Landscaping and Outdoor Decor:

Elements like planters, benches, or outdoor art can make the store feel more inviting
and visually interesting. It can also soften the look of a modern building or enhance a
more natural aesthetic.

7. Colours and Textures:

The colour scheme of the exterior should align with the brand's visual identity.

8. Accessibility Features:

Ramps, clear signage for entrances, and accessible doors should be seamlessly
integrated into the design.

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9. Brand Identity Elements:

Unique brand identifiers such as a distinct logo, color theme, or a specific

architectural style can make the store easily recognizable.

10. Technology Integration:

Digital signage, interactive displays, or smart lighting systems can offer a modern,
innovative touch that enhances customer experience.

3.2 Store Layout:

The arrangement of aisles, displays, and sections within the store. An effective layout
maximizes traffic flow and facilitates easy navigation for customers.

The layout of a retail store plays a crucial role in shaping customer behaviour, optimizing
sales, and enhancing the overall shopping experience.

1. A well-designed layout helps guide customers smoothly through the store, ensuring
they encounter the right products at the right time.

2. Strategic placement of products in high-traffic areas, such as the entrance or near

checkout counters, can lead to impulse purchases.

3. A comfortable, easy-to-navigate layout ensures customers can find what they’re

looking for without frustration, leading to better satisfaction and customer loyalty.

4. Efficient use of space ensures that the store can display as many products as
possible without feeling overcrowded.

5. The layout can reflect the brand’s identity, creating an immersive atmosphere. For
example, luxury brands may opt for open, spacious layouts, while discount stores may
prioritize high-density shelving.

There are different types of layouts which includes:

3.2.1 Grid Layout

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A grid store layout is one of the most common retail floor layouts that you will see. In this
type of store layout, the store is divided into a series of grids in rectangular or square
sections, usually with aisles in straight lines. The space within each aisle is usually wide
enough to accommodate shopping carts and trolleys for a hassle-free shopping experience.

Fig 3.1: Grid Layout

3.2.2 Loop Store Layout

A loop store layout (also known as a racetrack layout) has a circular or loop pathway that
customers can follow for a convenient shopping experience. In a loop layout, the items are
displayed in a circular or oval shape structure so that the customers move around the store's
perimeter and browse through the items. To complement this layout, there will be a central
space used for promotional display or as a central seating area to gain the customers' focus.

Fig 3.2: Loop Layout

3.2.3 Free Flow Layout

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A free-flow layout design is focused on allowing your customers to move freely throughout
the store. This means no definite directions or predetermined pathways are there in this
layout. Even though no predetermined paths or aisles are laid out, the products can be
arranged and displayed in a manner that encourages customers to explore them and discover

new products.

Fig 3.3: Free Flow Layout

3.2.4 Spine Store Layout

A spine store layout comes with a main aisle or a "spine" that runs from the front of the store
to the back. This spine or aisle is ideally the widest and most prominent in the store and is
mostly used for guiding customers in the store and for easy access to other departments and
product categories. Smaller aisles and paths typically branch off the spine aisle for additional
shopping areas or departments.

Fig 3.4: Spine Layout

3.2.5 Boutique Store Layout

16
A boutique store layout is similar to a free-flow store layout that you commonly see in
smaller stores. This layout doesn't follow a specific structure and is designed in a way that the
products are displayed and arranged aesthetically for a warm and inviting shopping
experience.

Fig 3.5: Boutique Store Layout

3.2.6 Hybrid Store layout

A hybrid store layout is a retail store design that combines two or more store layouts or
multiple layout elements to create a unique and personalized shopping experience for
customers. The hybrid store layout is most often used by retailers who want to provide a one-
of-a-kind experience within their stores for the customers or reflect their brand identity

distinctively.

Fig 3.6: Hybrid Store Layout

3.3 Interior

1. Merchandise Displays

17
 Shelving units, racks, and fixtures used to present and organize products for easy
viewing and selection. Well-designed displays can attract attention and encourage
purchases.

2. Product Assortment

The range of products offered for sale in the store. This includes different categories,
brands, sizes, and styles based on the store’s target market and customer preferences.

3. Store Fixtures and Furniture

The physical structures and furnishings in the store, such as shelves, racks, counters,
and seating areas for customers.

4. Ambiance and Decor

Elements like lighting, music, scent, and overall atmosphere that contribute to the
overall experience and mood of the store.

5. Security Systems

Measures put in place to protect the store from theft or damage. This can include
surveillance cameras, alarm systems, and security personnel.

3.4 Miscellaneous

1. Staff Members

The employees who work in the store, including sales associates, cashiers, managers,
and other support staff. They play a crucial role in customer service, product
knowledge, and maintaining store operations.

2. Inventory Management System

Software or processes used to track and manage the store’s inventory levels, ensuring
that products are adequately stocked and replenished as needed.

3. Customer Service Area

A designated space where customers can seek assistance, make inquiries, or request
help from store staff.

4. Marketing and Promotional Displays

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 Areas designated for showcasing promotions, special offers, or featured products to
attract and engage customers.

3.5 7 Principles of retail marketing:

The seven principles of retail marketing, often referred to as the 7 P's of Marketing, provide a
strategic framework for developing effective retail strategies. They are:

1. Product: Offering the right product mix that meets the needs of your target
customers. It involves decisions about product variety, quality, design, features, brand
name, packaging, and warranties.

2. Price: Setting the right price that reflects the value of the product and is competitive
in the market. This includes pricing strategies, discount structures, and perceived
value.

3. Place: Ensuring that products are available at the right location where customers
can easily access them. This involves decisions about store locations, distribution
channels, and inventory management.

4. Promotion: Using various marketing communication strategies like advertising,

sales promotions, public relations, and social media to inform and persuade customers
to purchase.

5. People: Focusing on employees and customer service. Retail success depends on

trained staff who enhance customer satisfaction, which influences repeat business.

6. Process: Ensuring smooth and efficient processes, from customer service to

logistics and checkout. This affects the overall shopping experience and operational
efficiency.

7. Physical Evidence: Creating an appealing and organized retail environment. This

includes store layout, design, cleanliness, and atmosphere, which influence the
perception of the brand and customer experience.

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 CHAPTER 04
SUPERMARKET

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4.1 Introduction

Fig 4.1 D Mart

DMart is a one-stop supermarket chain that aims to offer customers a wide range of basic
home and personal products under one roof. Each DMart store stocks home utility products
- including food, toiletries, beauty products, garments, kitchenware, bed and bath linen,
home appliances and more - available at competitive prices that our customers appreciate.
Our core objective is to offer customers good products at great value.

DMart was started by Mr. Radhakishan Damani and his family to address the growing
needs of the Indian family. From the launch of its first store in Powai in 2002, DMart today
has a well-established presence in 375 locations across Maharashtra, Gujarat, Andhra
Pradesh, Madhya Pradesh, Karnataka, Telangana, Chhattisgarh, NCR, Tamil Nadu, Punjab
and Rajasthan. With our mission to be the lowest priced retailer in the regions we operate,
our business continues to grow with new locations planned in more cities.

The supermarket chain of DMart stores is owned and operated by Avenue Supermarts Ltd.
(ASL). The company has its headquarters in Mumbai.

The brands D Mart, D Mart Minimax, D Mart Premia, D Homes, Dutch Harbour, etc. are
brands owned by ASL.

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4.2 Store Location

1. The location of any retail store is of the upmost importance as it requires long-term
capital investment. A good location is a key so that it attracts as many customers as
possible. A well located store makes supply and distribution a lot easier.

2. The D Mart is located in prime location because it is situated by main road which attracts
a lot of new customers.

3. The store location is at convenient spot and is not too far to reach for people.

Fig 4.2 Main road

4.3 Target Market

1. D Marts main target audience are families because mostly they sell household items
which are needed for family.

2. As the store is located in residential area their main targets are local people.

4.4 Positioning

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D Mart’s positioning strategy is main based on low prices, wide variety of products etc.
They also include giving:

1. Wide Product Range

D Mart showcases the extensive range of products on their display or shelves,

ensuring customers that they can find everything in one place.

2. Customer Support

It includes responsive helpline numbers, easy return policies and you can send
complaints on their official email id to get in contact with staff members.

4.5 Store Atmospherics

1. Organised shelves: Products are neatly arranged, often in large quantities, with clear
signage for different sections (groceries, household items, electronics, etc.).

2. Spacious Aisles: The aisles are usually wide, making it easy for customers to navigate,
even when crowded.

3. Lighting of the Store: Stores are well-lit, which creates a clean and inviting environment.

4. Self-Service Layout: Like many supermarkets, D-Mart follows a self-service layout where
customers grab what they need and proceed to checkout.

4.6 Exterior

1. The D Mart has its own parking space for 2-wheelers but, unfortunately there is not space
for 4-wheeler parking.

2. D Marts logo can be clearly seen from far away.

3. Baggage counters and safe depositors are also located at the place to ensure the safety of
the valuable items of the costumers.

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4. There are securities with metal detectors for checking both male and female customers.

Fig 4.3 Exterior

4.7 Interior

1. The store has a proper lighting of white colour, proper flooring and they have ensured the
hygiene of facilities is being maintained.

2. The staffs are well trained and helps us to find goods which we cannot or do not know the
place of it.

3. They have signs hanging from ceiling to direct customers from one place to other in search
of the product they need.

4. Distribution of stocks and product are well maintained in their designated shelves.

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5. The temperature inside is maintained according to the seasons. E.g. in summer season
temperature is kept cool weather in winter season temperature is kept warm.

Fig 4.4 Interior

Fig 4.5 Signage

4.8 Store Layout

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The type of store layout mostly used in supermarkets are Grid and Free flow layout.

1. Grid Layout

Fig 4.8.1 Grid Layout

A grid layout is one of the most commonly used retail store layouts, especially in
supermarkets, convenience stores, and other large stores like D-Mart, Reliance Smart, etc. It
is characterized by straight, parallel aisles and a systematic arrangement of products. This
layout is designed to maximize product display space and guide customer flow efficiently
through the store.

1. The store is divided into long, straight aisles that are arranged in a grid-like pattern,
with products on shelves along both sides of each aisle.

2. This layout allows for the maximum number of shelves to be installed, making it
ideal for stores with a large inventory.

3. Products are displayed in a systematic and categorized manner, making it easy for
customers to find what they are looking for.

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 4. Most grid layouts are designed to push customers toward the back of the store,
often where essential or popular items are located, increasing the chances of passing
other products.

5. The Grid Layout is space-efficient and allows for high-density product display
while keeping the store organized.

6. Every inch of floor space is optimized for product placement, which is crucial in
high-volume stores.

7. The straightforward design makes self-service shopping intuitive and smooth.

2. Free Flow Layout

Fig 4.8.2 Free Flow Layout

A free-flow layout is a flexible and open store design that encourages customers to browse
and explore freely. Unlike the structured, parallel aisles of a grid layout, a free-flow layout
uses a more creative, non-linear arrangement of displays, allowing for an open space where
shoppers can move in any direction.

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 1. There are no fixed paths or rigid aisles. Instead, products are displayed in various
sections or groupings, allowing customers to wander in any direction.

2. The layout encourages more exploration and browsing, as shoppers are not guided
down pre-determined aisles.

3. Retailers can place displays and product groupings wherever they see fit, often
changing the layout to suit seasonal promotions, new arrivals, or trends.

4. Emphasis is placed on creative, attractive displays that catch customers’ attention

and encourage them to explore different areas of the store.

5. The free-flow layout often uses focal points like mannequins, promotional displays,
or product islands to draw attention.

6. Without set aisles, customers can move organically through the store, creating a
more relaxed and less congested shopping environment.

4.9 7 P’s of Marketing

The 7 P’s of Marketing is an extended marketing mix model that includes seven key
components businesses use to market their products or services effectively. It builds upon the
traditional 4 P’s model (Product, Price, Place, Promotion) by adding three more factors—
People, Process, and Physical Evidence—to account for the modern complexities of
marketing, especially in service industries.

1. Product

1. It offers groceries, staple food, beverage, snacks, processed, frozen, dairy products,
foods and vegetables.

2. It also offers daily essentials like milk, hygiene products like shampoo, body soap,
toothpaste, etc. Also stationary products like books, pens, diaries.

3. The products kept by the counters encourages impulsive buying.

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 Fig 4.9.1 Product

Fig 4.9.2 Product

2. Place

1. The store is located in residential area and main road because of that there is always
traffic and people.

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 2. The store attracts local people passing by the road.

3. It ensures that its stores are well-stocked with essential items, often focusing on
fast-moving consumer goods (FMCGs) like groceries, personal care, and household
products.

3. Price

1. D-Mart follows an Everyday Low Pricing strategy, where it offers consistently low
prices on a wide range of products without relying heavily on temporary promotions
or discounts.

2. One of the key elements of D-Mart's pricing strategy is bulk purchasing. By buying
products in large quantities, the company secures better deals from suppliers and
distributors.

3. The product range includes essential, high-demand goods like groceries, personal
care items, and household supplies, all at competitive prices that cater to budget-
conscious shoppers.

4. Promotion

1. D-Mart uses in-store promotions like limited-time discounts, combo deals, and bulk
buying offers to entice customers. These promotions are often highlighted through
signage and displays inside the store.

2. D-Mart runs special promotions during festivals or holidays (e.g., Diwali, New
Year) to boost sales, offering attractive deals on a variety of products.

3. D-Mart relies on word of mouth, which is one of its strongest promotional tools.
Customers often recommend D-Mart to others because of its consistently low prices
and value-for-money offerings.

5. People

1. Mostly people from local areas are targeted by them.

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 2. D-Mart trains its employees to manage store operations smoothly, including tasks
like restocking shelves, maintaining cleanliness, and ensuring that checkouts run
efficiently to minimize customer waiting times.

3. D-Mart’s in-store staff are present to guide customers through the aisles, help them
locate products, and assist with any concerns. This focus on customer service ensures
a better shopping experience.

6. Process

1. D-Mart ensures that its checkout process is fast and efficient by training staff to
handle transactions quickly and minimizing delays. The goal is to reduce customer
wait times, especially during peak hours.

2. In select regions, D-Mart offers an online shopping platform where customers can
browse, order, and have products delivered to their homes.

3. D-Mart sets up clear processes for customer interactions, such as product returns,
exchanges, or handling complaints. These processes are designed to be
straightforward, ensuring customers have a hassle-free experience.

7. Physical Evidence

1. D-Mart's stores maintain a basic, no-frills atmosphere, reflecting its focus on value
and cost-effectiveness. The stores are well-lit, clean, and organized but avoid
excessive décor or high-end aesthetics.

2. D-Mart employees wear simple, branded uniforms, which make them easily
identifiable for customers who need assistance. The uniforms reinforce brand identity
and professionalism.

3. D-Mart’s private label products come in branded packaging that reflects the store’s
commitment to value. The packaging is simple, cost-effective, and designed to be
practical rather than luxurious

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 Fig 4.7.1 Private Label

4.10 SWOC Analysis

1. A SWOC Analysis is a strategic tool used to evaluate a company's internal and external
factors that affect its performance. It stands for Strengths, Weaknesses, Opportunities, and
Challenges, and helps organizations identify where they currently stand and what they need
to focus on to improve.

2. SWOC stands for Strengths, Weakness, Opportunities and Challenges. SWOC is similar to
what we commonly know SWOT analysis which shows Threats instead of Challenges.

3. It is replaced because it can be a more neutral and action oriented term. Here’s a
breakdown of each component:

1. Strength

1. D-Mart’s Everyday Low Pricing (EDLP) strategy is a major strength. By keeping prices
consistently lower than competitors, D-Mart attracts price-conscious consumers.

2. D-Mart has built a loyal customer base by consistently delivering value-for-money

products. Its focus on essential goods and affordable pricing resonates well with
middle-income shoppers.

3. Since D Mart is situated on main road so the visibility rate is high. It creates more
chances of people coming by and buying products.

2. Weakness

1. While D-Mart specializes in groceries and essential household items, its product
variety is narrower compared to larger retail chains. This limits its ability to compete
with stores offering a wider range of products like electronics or apparel.

2. D-Mart has been slow to develop a strong online shopping presence, especially
compared to competitors like Reliance Retail or Amazon. Its e-commerce platform is
not yet as prominent or widely available.
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 3. Parking facility is not that good because they have parking for only bikes and not
for cars, hence it is a weakness because people coming in cars will create crowd and
not be satisfied with the facility.

3. Opportunities

1. D-Mart can leverage the rising trend of online shopping by expanding its e-
commerce platform. Improving its digital presence through a user-friendly website
and mobile app can attract tech-savvy consumers and boost sales.

2. D-Mart’s private label products offer an opportunity to enhance profitability. By

expanding its range of in-house brands, D-Mart can improve margins while offering
affordable alternatives to premium brands.

3. As D Mart is located by the main road, in festive seasons people will visit more due
to the visibility they have and will create chances of increase in sales.

4. Challenges

1. D-Mart faces stiff competition from both local players (e.g., Reliance Retail, Big
Bazaar) and international e-commerce giants like Amazon and Flipkart. Competing
with their extensive product offerings and aggressive pricing can be challenging.

2. The increasing preference for online shopping poses a significant challenge for D-
Mart’s traditional brick-and-mortar model. Competitors with strong online presence
may draw customers away from physical stores, particularly in urban markets.

33
3. Crowd can be a challenge because they have no proper parking facility, so the
people coming by will be creating crowd and it will be difficult to manage them.

Fig 4.8 Competitor

Fig 4.9 Selfie

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CHAPTER 05

CLOTHING
35
36
5.1 Introduction

Fig 5.1 Wrogn Retail Store

WROGN was created in collaboration with the captain of the Indian National Cricket Team,
Virat Kohli. This brand is all about breaking away from conventional fashion and creating a
unique style. WROGN is managed by Bengaluru-based fashion company Universal Sportsbiz
Pvt Ltd (USPL). The various products offered by them t-shirts, mandarin collared shirts,
sneakers, loafers, slip-ons, trousers, jackets, bomber jackets, sweatshirts, and athleisure
products. WROGN’s products can be bought from their physical stores, website and through
e-commerce websites like Myntra, Amazon, Flipkart etc.

5.2 Location

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1. The store is located at Elpro City Square Mall which is very well-known place.

2. Since it is located at mall, number of visitors are more which increases the visibility and
sales.

5.3 Target Market

1. WROGN targets young people which are physically active.

2. They also target people who work out a lot and are into sports.

5.4 Positioning Strategies

1. Wrogn is marketed primarily to young, urban men, leveraging the immense popularity of
its co-creator, cricketer Virat Kohli, who resonates well with this demographic.

2. Wrogn selects store locations in high-traffic malls and urban areas, catering to fashion-
conscious young shoppers.

3. The brand is known for its bold and distinctive style, which includes quirky and offbeat
patterns. The visual merchandising in its stores also mirrors this unconventional vibe, such as
upside-down mannequins and container-inspired interiors.

5.5 Store Atmosphere

1. It has an open entrance because of that store looks spacious.

2. Colour of light is of a little warmer tone making the store more comfortable and pleasing.

3. The products are easily visible and accessible.

5.6 Exterior

1. The store exterior is minimalist.

2. The logo of the brand is white in colour, which attracts the eyes of the people passing by.

38
3. There are pictures of Virat Kohli which signifies that he is the brand ambassador which
also attract the customers.

5.7 Interior

1. The interior is well lit by bright white lightning.

2. The products are displayed on the walls making it easy to view different clothing with
ease.

3. In the centre there are mannequins which display how some pieces of clothing will look on
a person.

4.There are 3 trial rooms which allow the customers to try the clothes.

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 Fig 5.7 Interior

Fig 5.7 3 Trail room with body length mirror

5.8 Layout

1. A boutique layout is the strategic arrangement of a small retail store designed to optimize
the customer experience, highlight products effectively, and reflect the boutique’s unique
brand identity.

40
 Fig 5.8 Boutique Layout
2.The store is set in a boutique Layout. This enables the customers to have easy access to the
store and its merchandise.

5.9 7 Principles of Retail Marketing

1. Product

1. This brand offers products for men only.

2. This store offers variety of products like top-wear which includes shirts to jackets,
bottom wear includes shorts, joggers to jeans, innerwear, footwear and accessories
like cap, belts, perfume, etc.

2. Place

1. The layout of Wrogn stores is unique and designed to stand out, with quirky,
youthful interiors that match the brand’s rebellious image.

2. Wrogn products are available through online platforms like Myntra, making it
convenient for customers to shop from anywhere. The online presence allows the
brand to reach a wider audience beyond the geographical limitations of physical
stores.

3. Price

1. Wrogn’s price range is mid-tier, catering to urban youth who are willing to pay for
trendy, stylish clothing without stepping into the luxury segment. For example, T-
shirts can range between ₹800 and ₹1,500, while jackets and outerwear may go up to
₹4,000 or more, depending on the design and materials

2. Like many fashion brands, Wrogn offers frequent promotions and discounts,
especially during sales seasons or on online platforms like Myntra, where prices may
drop significantly, giving it broader appeal among budget-conscious customers.

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4. Promotion

1. Wrogn often uses Kohli’s image and persona in ads that emphasize rebellion,
confidence, and youthful energy, mirroring the brand's values.

2. Wrogn’s stores use unique, attention-grabbing visual displays that reflect the
brand’s edgy and rebellious image.

5. People

1. Since the size of the store was small there was only one salesperson to handle the
store, he was very helpful and he would ask for preference in cloths and price range
and suggest accordingly, making it easy for the customers to make the purchase.

2. Through personalized services, social media interactions, and loyalty programs,

Wrogn focuses on creating a community of fashion-forward customers who resonate
with the brand’s attitude.

6. Process

1. The process for buying product is so simple. Customers just need to roam around
and choose the product they like.

2. The process for payment is also simple, after selecting the product customer can
pay through UPI, cash, or via card (debit or credit card).

7. Physical Evidence

1. The store has an open entrance that make it look more spacious.

2. Wrogn uses sleek, well-designed packaging for its products, reflecting its premium
yet accessible brand image. The packaging is often minimalist and bold, in line with
the overall aesthetics of the brand, enhancing the customer’s experience even after the
purchase.

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5.10 SWOC Analysis

1. Strength

1. Celebrity Endorsement: Virat Kohli's association with the brand brings visibility
and credibility, attracting fans and followers.

2. Trendy and Youthful: WROGN's clothing designs are trendy and appeal to the
youth market, offering a fresh and fashionable approach to casual wear.

3. Diverse Product Range: The brand offers a wide range of products, including
clothing, footwear, and accessories, catering to various fashion needs.

4. Retail Presence: WROGN has both physical stores and a strong online presence,
making its products accessible to a wide customer base.

2. Weakness

1. High-End Pricing: Some of WROGN's products may be relatively expensive,

limiting their appeal to price-sensitive consumers.

2. Competition: The fashion industry is highly competitive, with numerous domestic

and international brands vying for market share.

3. Limited Target Audience: The brand's youthful and trendy image might not
resonate with all consumer segments, potentially excluding older demographics.

4. Seasonal Trends: Fashion brands like WROGN are subject to changing trends,
which can lead to fluctuations in demand for specific styles.

3. Opportunity

43
 1. Global Expansion: WROGN can explore international markets, leveraging Virat
Kohli's global appeal.

2. E-commerce Growth: The growth of online shopping presents opportunities to

reach a broader customer base, both domestically and internationally.

3. Sustainability Initiatives: Embracing sustainable and eco-friendly practices can

cater to the environmentally conscious consumer segment.

4. Collaborations: More collaborations with designers, celebrities, or other brands can

enhance brand visibility and appeal.

4. Challenges

1. Economic Factors: Economic fluctuations and consumer spending habits can affect
the brand's performance.

2. Supply Chain Disruptions: Global events and supply chain issues, such as the
COVID-19 pandemic, can impact the production and availability of products.

3. Changing Consumer Preferences: Staying attuned to shifting fashion preferences

and adapting product lines accordingly is an ongoing challenge.

4. Counterfeiting: As a popular brand, WROGN may face issues with counterfeit

products, potentially harming its reputation.

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 Fig 5.9 Selfie

CHAPTER 06

ELECTRONICS

45
6.1 Introduction

Fig 6.1 OnePlus Store

OnePlus is a Chinese smartphone manufacturer known for producing high-quality, premium

Android smartphones. Founded in December 2013 by Pete Lau and Carl Pei, OnePlus has
gained a reputation for delivering flagship-level features and performance at competitive
prices. The company's smartphones are characterized by their "Never Settle" philosophy,
emphasizing user experience, performance, and design. OnePlus has a strong global presence
and a dedicated fan base, often referred to as the "OnePlus Community," who actively
contribute to the company's product development and feedback process. Over the years,
OnePlus has expanded its product portfolio to include not only smartphones but also smart
TVs, audio products, and other tech gadgets. The company has built a reputation for
innovation, particularly in the areas of display technology, fast charging, and camera
capabilities, making it a significant player in the smartphone industry.

6.2 Location

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1. The store is located at Elpro City Square Mall which is very well-known place.

2. Since it is located at mall, number of visitors are more which increases the visibility and
sales.

6.3 Target Market

1. The target market of OnePlus lies within the limit of 14 to 35 years of age. Teenagers,
lying between the age of 14 and 25 years are considered to appreciate technology is one of
the company’s target markets.

2. These age groups utilise their smartphone for socialising needs, and are expected to use
applications such as Facebook, Instagram, Twitter etc. Moving to the age group of 26 to 35
years use their smartphone as a daily driver for making phone calls, send emails, Text
Messaging, music, GPS for navigation and expect the battery to last till the end of day.

6.4 Positioning Strategies

1. OnePlus started by positioning its devices as "flagship killers," offering high-end hardware
and performance at a significantly lower price than traditional flagship phones from Apple
and Samsung. The value-for-money proposition appealed to tech-savvy users who wanted
premium features without the premium price.

2. OnePlus uses scarcity and exclusivity as part of its marketing strategy. Initially, the
company used an invite-only system to buy its phones, which created a buzz and made
owning a OnePlus device feel like a special privilege. This method helped drive demand
through a sense of exclusivity.

6.5 Store Atmospherics

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 Fig 6.2 Store Atmosphere

1. The store is well-lit and the lights are of modern style that makes the store pleasing to the
eyes.

2. The store is spacious and due to that it looks more luxurious.

3. The store is air conditioned and the hygiene of the store is well maintained.

6.6 Exterior

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 Fig 6.3 Exterior

1. The store has a logo of the company, and the color combination makes it attractive to eyes.

2. There are few digital displays that displays their latest product on them.

3. They have a security guard standing outside to ensure that the customer enters or exits
doesn’t do anything wrong.

6.7 Interior

Fig 6.4 Interior with café inside the store

1. The inside of the store is well-lit and the lights are of modern style which looks luxurious
as well as pleasing to eyes.

2. The store is spacious with a café inside the store to offer refreshments.

3.The store has a sitting area in front of the T.V.

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 Fig 6.5 Sitting area in front of the TV

6.8 Layout

1. A boutique layout is the strategic arrangement of a small retail store designed to optimize
the customer experience, highlight products effectively, and reflect the boutique’s unique
brand identity.

2. It has a boutique layout/ free flow layout. Here the customers can move around the store
with ease. They can have access to the café, the sitting area or view products as they wish.

50
 Fig 6.6 Boutique/Free Flow layout

6.9 7 Principles of Retail marketing

1. Product: OnePlus offers a range of high-quality smartphones with a focus on cutting-

edge technology, performance, and design. Their products cater to the premium smartphone
market.

2. Price: OnePlus devices are priced competitively within the premium segment, offering
value for money, and attracting customers looking for top-tier features at a more affordable
price compared to some competitors.

3. Place: OnePlus products are distributed through various channels, including their official
website, exclusive stores, and partnerships with mobile carriers in some regions. They also
utilize online marketplaces to reach a wider audience.

4. Promotion: OnePlus heavily relies on digital marketing, social media campaigns, and
word-of-mouth marketing. They often use innovative marketing strategies and limited-time
promotions to generate excitement and interest in their products.

5. People: OnePlus focuses on building a strong community of users and fans who are
passionate about the brand. They engage with customers through events, forums, and social
media, fostering a sense of belonging.

6. Process: OnePlus emphasizes a customer-centric approach to product development and

user feedback, refining their devices based on user input. They have a streamlined and
efficient process for designing and manufacturing their smartphones.

7. Physical Evidence: While OnePlus primarily operates online, they have physical stores
and experience centres in select locations, allowing customers to interact with their products
before making a purchase.

6.10 SWOC Analysis

1. Strength

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 1. Innovative Technology: OnePlus is known for incorporating cutting-edge
technology and features into their smartphones, attracting tech-savvy consumers.

2. Strong Community: OnePlus has a dedicated and passionate community of users

who advocate for the brand, which helps with marketing and product feedback.

3. Affordable Premium: OnePlus offers premium features at a more affordable price

compared to some competitors, making their products attractive to a wide audience.

4. Customization: OnePlus devices allow for extensive customization through

software tweaks and third-party support.

2. Weakness

1. Limited Market Share: OnePlus faces stiff competition from more established
brands, which limits their market share, especially in regions like North America.

2. Brand Recognition: While they have a loyal following, OnePlus may lack the brand
recognition of competitors like Apple or Samsung.

3. Limited Product Range: OnePlus primarily focuses on smartphones, which may

limit their revenue streams compared to companies with more diverse product
portfolios.

4. R&D Costs: Maintaining a reputation for innovation requires significant

investments in research and development.

3. Opportunity

1. Global Expansion: OnePlus can continue to expand into new markets, particularly
in regions where they are not yet well-established.

2. Diversification: Expanding their product offerings beyond smartphones, such as

into smart home devices, could provide new revenue streams.

52
 3. 5G Technology: As 5G technology becomes more prevalent, OnePlus can
capitalize on it to enhance user experiences and attract new customers.

4. Partnerships and Collaborations: Partnering with more brands (similar to the

McLaren and Netflix collaborations) or offering exclusive software or hardware
experiences could differentiate OnePlus further from competitors.

4. Challenges

1. Intense Competition: The smartphone industry is highly competitive, with

numerous well-established players, making it challenging for OnePlus to maintain or
increase market share.

2. Changing Consumer Preferences: Shifts in consumer preferences and trends can

impact OnePlus's ability to stay relevant.

3. Economic Uncertainty: Economic downturns can lead to reduced consumer

spending on premium smartphones.

4. Supply Chain Disruptions: Events like natural disasters or geopolitical issues can
disrupt the supply chain and impact product availability.

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CHAPTER 07

FURNITURE

54
7.1 Introduction

Fig 7.1 Radhika Furniture

1. The retail store offers a broad range of products like sofas, coffee table, cupboard,
bedroom furniture pieces, etc.

2. They also sell products from various styles, ranging from modern, contemporary,
minimalist to traditional furniture.

3. The quality of product they sell are higher than other stores in that area.

7.2 Location

1. The store is located by roadside which attracts a lot of people passing by.

2. The store is in residential area with one competitor store by side.

3. The Retail Store is easily accessible for customers and is located at known place.

55
7.3 Target Market

1. Main target market is people who have families or individual bachelors who need to buy
furniture for their new home.

2. They sell furniture at reasonable prices so people who want furniture at low prices than
others are being attracted to the store.

7.4 Positioning Strategies

1. Reasonable Rates

This retail store offers products at reasonable rates, and also they offer EMI options
for those who cannot pay in single term.

2. Wide Variety of Products

The retail store offers wide variety of products ranging from sofas, king/queen size
bed to chairs, coffee table, study desk, etc.

3. Convenience

The store is located at very convenient spot, it is visible from a distance and attracts
traffic because its locate by main road.

7.5 Store Atmospherics

1. The store is very spacious and it’s easy to travel from one end to other.

2. The store has bright white lightning, which creates a comfortable atmosphere for shopping.

3. Stores atmosphere is ambient, warm and very inviting when seeing frim outside.

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 Fig 7.2 Atmosphere

7.6 Exterior

1.The entrance of the store is quite big; we can see the whole store from the entrance itself.

2. There are some furniture kept outside the store for more visibility.

3. There is a big board on which stores name is written, which we can see from far distance.

57
 Fig 7.3 Exterior

7.7 Interior

1. Spacious Layout: The store has a spacious layout in which customers can move freely
without any issues.

2. Natural Lightning: The store does not have any door so, in daytime natural light comes
very easily.

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3. Staff Members: The staffs are very polite to talk and guides us through the entire store and
have good communication.

59
 Fig 7.4 Interior

Fig 7.5 End of the Store

7.8 Layout

The layout used by most of the furniture stores are grid and free flow layout but in this retail
store grid layout had been used.

1. Grid Layout

A grid layout in a furniture retail store refers to an organized, structured arrangement where
furniture and displays are aligned in a grid-like pattern. This layout promotes easy navigation,
clear categorization, and optimal use of space. It is ideal for large furniture stores or those
with a wide range of products, as it allows for both visual appeal and practicality.

Fig 7.8.1 Grid Layout

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1. In grid layout customers can easily navigate through the store, moving systematically from
one section to another.

2. Also in grid layout products are clearly visible and easy to access.

3. Maximum utilization of space can be achieved by grid layout.

Fig 7.8.2 Grid Layout

7.9 7 Principles of Retail Marketing

7.9.1 Product

1. Create a diverse range of furniture styles (modern, traditional, rustic) to cater to

different customer tastes.

61
 2.Should Focus on quality, durability, and the ability to customize furniture to fit
customer preferences (e.g., choosing fabrics, colours, and finishes).

3. Consider offering accessories like rugs, lighting, and decor items to complement
furniture and create a one-stop shopping experience.

7.9.2 Place

1. Ensure that the store’s physical presence is easily accessible to the target audience.
2. Offer convenient delivery and assembly services to enhance the customer experience.

3. Use pop-up shops or showroom partnerships in high-demand areas to reach more

customers.

7.9.3 Price

1. Offer various price ranges (budget, mid-range, premium) to appeal to different

customer segments.

2. Implement pricing strategies like discounts, bundle deals, or financing options to

make higher-priced items more accessible.

3. Highlight the value proposition by showcasing the craftsmanship, materials, or

brand reputation that justifies the price.

7.9.4 Promotion

1. Should start using digital marketing (social media, email campaigns, Google Ads)
to reach a broader audience.

2. Offer loyalty programs, referral discounts, or early access to sales to encourage

repeat customers.

3. Collaborate with influencers, interior designers, or bloggers to promote your

furniture products to their followers that will increase traffic coming to your store.

7.9.5 People

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 1. Train staff to be knowledgeable about product features, materials, and
customization options to guide customers through the purchasing process.

2. Ensure that is customer service is personalized, approachable, and available both

in-store and online.

3. Build a customer feedback loop to continually improve service and product

offerings based on consumer input.

7.9.6 Process

1. Ensure efficient inventory management to avoid stock outs or delays in delivery.

2. Develop a clear process for handling returns, exchanges, and warranty services to
enhance customer satisfaction.

3. Ensure that the delivery system us up to date and when delivering products, ensure
that they are not damaged.

7.9.7 Physical Evidence

1. Use high-quality materials in branding, signage, packaging, and decor to convey a

sense of professionalism and trust.

2. Maintain a clean, well-organized store environment where customers feel

comfortable and confident in their purchase decisions.
3. Provide clear, attractive product displays with detailed descriptions, materials, and
pricing to enhance transparency.

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 Fig 7.9 Physical Evidence

7.10 SWOC Analysis

1. Strength

1. A wide range of furniture styles (modern, traditional, rustic) and customizable

options appeal to diverse customer preferences.

2. Knowledgeable and friendly staff provide expert advice and personalized

assistance.

3. A strong brand with a reputation for quality and customer satisfaction attracts loyal
customers and generates word-of-mouth referrals.

2. Weakness

1. High-quality furniture often comes with a higher price tag, which may deter
budget-conscious customers.

2. If the store has few physical locations, it may have limited reach, especially in
regions without a presence.

3. If the store is slow to adapt to new trends in furniture design or customer

preferences, it may lose out to competitors who are more agile.

3. Opportunity

1. Introducing new categories like outdoor furniture, smart home furnishings, or

sustainable products can attract new customer segments.

2. Offering home decor items such as rugs, lighting, and accessories can increase the
average order value and create a more comprehensive shopping experience.

3. Capitalize on the growing demand for eco-friendly products by offering sustainable

furniture made from recycled or responsibly sourced materials.

4. Challenges

64
1. Supply chain disruptions can cause delays in furniture production and delivery,
affecting customer satisfaction.

2. Rapidly changing design trends and customer preferences may require frequent
updates to inventory, leading to higher costs.

3. Fierce competition from large retailers, online furniture brands, and discount stores
can make it difficult to stand out and retain market share.

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 CHAPTER 08

ONLINE STORE

66
8.1 Introduction

Fig 8.1 Overlays Clothing

Overlays Clothing is a fashion brand founded by popular YouTuber Techburner (Shivam),

known for his engaging content on technology and lifestyle. Launched with the vision of
merging style and comfort, Overlays Clothing reflects a contemporary aesthetic that resonates
with the youth. The brand focuses on creating versatile, stylish apparel that can be effortlessly
layered, catering to a diverse range of fashion preferences.

Emphasizing quality and unique design, Overlays Clothing offers a selection of garments that
blend modern streetwear with functional elements. Each piece is crafted to empower
individuals to express their personalities through fashion, encouraging creativity in styling.
Whether dressing up for an event or going for a casual look, Overlays Clothing provides
options that are both trendy and practical.

With Techburner's influence and insights into current trends, Overlays Clothing is quickly
becoming a go-to brand for fashion enthusiasts looking to elevate their wardrobe.

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8.2 Location

1.https://overlaysnow.com/

2. This store doesn’t have it physical store yet but in future maybe there will be one.

8.3 Target Market

1. The store targets primarily young adults or teenagers between age group 16-30.

2. Overlays Clothing aims to connect with a youthful audience that seeks stylish, versatile

clothing that reflects their unique personalities and lifestyle choices.

8.4 Positioning Strategies

1. Influencer-Driven Branding:

Leverage Techburner’s established online presence to build brand credibility and

awareness. Position the brand as a go-to choice for fashion among his followers and
the broader tech-savvy audience.

2. Emphasis on Versatility and Layering:

Highlight the unique selling proposition of layering and versatility in clothing designs.
Position Overlays Clothing as the brand that allows consumers to express their
individuality through dynamic, multi-layered outfits.

8.5 Store Atmospherics

1. It has a minimalist design with clean interface that emphasizes the clothing and allows for

easy navigation.

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2. The store showcases high-resolution images and videos of products from multiple angles.
Including lifestyle shots that depict models wearing the clothing in various settings to help
customers visualize how to style pieces.

3. It has organized products into clear categories (e.g., tops, bottoms, outerwear) and it
include filters for size, color, and style to make it easy for customers to find what they are
looking for.

8.6 Exterior

1. Website Landing Page

Use the homepage as a visual storefront that prominently displays the brand logo, colors, and
tagline, immediately conveying the brand identity.

Fig 8.2 Landing Page

2. It features high-quality hero images that showcase the latest collections or seasonal

promotions.

8.7 Interior

69
1. It has an easy to navigate website layout that allows customers to find the product quickly.

2. It has multiple high resolution images and videos of each product, showing different
angles,

details and how items can be layered or styled together.

3. It offers live chat support to assist customers with inquiries or concerns in real time.

Fig 8.3 Home page

70
 Fig 8.4 Interior

8.8 Layout

1. It has an easy to follow layout.

2. They have shop by category and shop by collection options which consists of latest
products.

Fig 8.5 Layout

8.9 7 Principles of Retail Marketing

1. Product

1. Overlays clothing offers high quality of clothes with unique designs. They also
have

71
 a wide variety of clothing range, from top wear to bottom wear.

2. Provide detailed descriptions, high-quality images, and styling suggestions for each

item to help customer make informed decisions.

2. Place

1. As an online store, focus on creating a user-friendly and visually appealing website.

Ensure that the site is mobile-responsive to cater to customers shopping on various
devices.

2. They only sell their products on their own website and not on any other e-
commerce platform.

3. Price

1. It has set prices that reflect the quality and style of the clothing while remaining
competitive within the market.

2.They have clearly display prices, shipping costs, and any applicable taxes to avoid

confusion and build trust with customers.

4. Promotion

1. They promote their product through social media marketing, influencer

partnerships (including collaborations with Techburner), email marketing, and
targeted online ads to reach the target audience effectively.

2.They create engaging content such as blogs, style guides, and look books that
resonate

with customers and enhance the brand image while driving organic traffic.

5. People

72
 1. It provides excellent customer service through live chat service, emails, etc.

2. Fostering a sense of community by encouraging user-generated content, featuring

customer photos on website, and actively engaging with customers through social

media.

6. Process.

1. It has a smooth user experience on the website, with intuitive navigation, a

streamlined check

out process, and clear information regarding shipping and returns.

2. They collect customer feedback to improve processes, such as order fulfillment,

customer support, etc.

7. Physical Evidence

1.It maintains a consistent visual identity across the website, social media, and
marketing materials to build brand recognition and trust.
2. They invest in branded packaging that enhances the unboxing experience,
reinforcing

brand identity and leaving a positive impression on customers.

8.10 SWOC Analysis

1. Strength

1. Strong Brand Identity: Established connection with Techburner enhances brand

credibility and attracts followers.

2. Quality Products: Focus on high-quality, stylish clothing that appeals to fashion-

conscious consumers.

3. Online Convenience: E-commerce model provides flexibility for customers to shop

anytime and anywhere.

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 4. Engaging Content: Utilization of social media and content marketing to connect
with customers and showcase products.

2. Weakness

1. Limited Physical Presence: As an online-only store, there may be a lack of tangible

experience for customers who prefer trying on clothing before purchasing.

2. Dependence on Digital Marketing: Heavy reliance on digital marketing can be

risky if platforms change algorithms or customer engagement declines.

3. Brand Recognition: As a newer brand, it may still be establishing its place in a

competitive market against established players.

4. Customer Support Challenges: Potential difficulties in providing timely customer

service due to the volume of inquiries, especially during promotions.

3. Opportunity

1.Expanding Product Range: Opportunity to diversify product offerings, including

accessories, seasonal collections, or collaborations with other influencers.

2. Emerging Markets: Growth potential in untapped markets or demographics,

particularly in international markets.

3. Sustainability Trends: Capitalizing on the increasing consumer demand for

sustainable and ethically produced clothing.

4. Influencer Collaborations: Opportunities to collaborate with other influencers and

brands to expand reach and attract new customers.

4. Challenges

1. Intense Competition: The online fashion retail market is highly competitive, with
numerous established and emerging brands vying for consumer attention.

74
2. Changing Consumer Preferences: Rapid shifts in fashion trends and consumer
preferences require constant adaptation and innovation.

3. Logistics and Fulfillment: Managing efficient shipping and returns processes can be
challenging, particularly with increasing consumer expectations for fast delivery.

4.Economic Factors: Economic downturns or fluctuations can impact consumer

spending on non-essential items like clothing.

Fig 8.6 Product Page

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 Fig 8.7 Cart Page

CHAPTER 09

76
 LEARNING OUTCOME

The learning outcome of this project is the practical exposure to some concepts of retail
which includes the layout of the store, mercies, ambiance, location, and their importance in
consumer preferences.

1. A deeper understanding of retail marketing concepts and principles. This includes

understanding the different types of retail marketing, the retail marketing mix, and the
different strategies that retailers use to reach and engage their customers.
2. The ability to apply retail marketing concepts to real-world situations. This could
involve developing a retail marketing plan for a specific product or service or
designing and implementing a marketing campaign.
3. The ability to analyse and interpret retail marketing data. This includes understanding
how to collect and analyse data on customer behaviour, sales trends, and competitor
activity.
4. The ability to develop and recommend solutions to retail marketing challenges. This
could involve developing new marketing strategies, improving existing marketing
programs, or identifying new market opportunities.

77
BIBLIOGRAPHY
78
1. www.oneplus.in

2.https://overlaysnow.com

3. www.wrogn.com

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