A SIP Project on The study of different segments to increase the effectiveness of marketing strategies at Surat Central Mall.

Presented by: Jithin Ponathil. (Enrollment no: 117500592063)

Guided by: Hemlata Agarwal. S.R.Luthra Institute Of Management, Surat.

CONTENT
Introduction:1) Industry profile, 2) Comapany profile. Literature review. Research methodology. Data analysis & intrepretation Findings. Recommendation. Conclusion. Bibliography.

INTRODUCTION:
1

) INDUSTRY PROFILE: RETAILING

Retail consists of the sale of goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mall, in small or individual lots for direct consumption by the purchaser. Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. The Indian retail market is estimated to be US$ 450billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion people. The retail provide a platform for over 30,000 small, medium and large entrepreneurs in India to sell their products and services to these customers

Retailing in India is the next boom industry. Modern retail has entered India as seen in multi-stored malls and huge complexes offer shopping, entertainment and food all under one roof.

2) COMPANY PROFILE:

FUTURE GROUP
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail realestate.
FUTURE GROUP

PRIL
BRAND FACTORY

FVRIL

HSIL

CENTRAL

FOOD BAZZAR

E-ZONE

PANTALOONS

BIG BAZZAR

HOME TOWN

FASHION @ BIGBAZZAR

PLANET SPORTS

SURAT CENTRAL MALL

Launched in jan10 at surat, Central is a showcase, seamless mall and the first of its kind in surat. With over 250 national and international brands. The thought behind this pioneering concept was to give customers an a pure shopping experience and to ensure the best brands in the Indian market. Central is an integral part of the city and in the long run a City should become part of CENTRAL!

LITERATURE REVIEW
1.Harish Bijoor (December 2000) Marketing to the target-segment. Group sizes diminished rapidly and segments that were categorised into male, female, upper-income, lower-income, urban and rural, etc. 2.Allen Weiss (March 1, 2005) By segmenting the market, one obtains a very clear understanding of customers; and segmentation ultimately provides a basis for clear and precise targeting and positioning. 3. Dr. Andree K Bates (3rd August 2010) In todays dynamic and competitives environment, being able to effectively target your promotional activities towards those customers most likely to respond

RESEARCH METHODOLOGY
1)Objectives: Primary objectives: To increase the effectiveness of their marketing activities by indentifying the different market segments. Secondary objective: To know from which areas and segments (includes age group, gender, professionals- businessmen, serviceman etc) our customers are coming. 2)Research Design: The research design is descriptive because it tries to get information about overall catchments of surat central and its effects on organisation also to get the information about the areas from which maximum no. of customers are coming.

RESEARCH METHODOLOGY CONT

3)Sampling Design: Sample Unit: customers who are coming in surat central mall. Sample area: Surat District Sample method: simple random sampling is used. Sample size: 250 4)Instrument: Questionnaires were used for the purpose of data collection as the research instrument and I have used SPSS software. Questionnaires consist of: Open ended questions Close ended questions Multiple choice questions

Data Analysis And Interpretation Q.1-a) What is your gender?

Sr. Gender no 1 2 male female Gender
80 70 60 50 40 30 20 10 0 70%

30%

Male 1

Female 2

Interpretation Here out of 250 respondents 30% of female respondents are visiting or going to mall, 70% of male respondents are going.

Q.1-c) what is your occupation?

Sr.no 1
2 3 4

occupation Student
Business Job housewife ratio
10%
35% 24% 1 STUDENT 2 BUSINESS 3 JOB 4 HOUSEWIFE 31%

Interpretation: Here 34.71% of students are coming to mall,31.18% of business doing people are coming to mall,24.12% of people are coming from the job and only 10% of housewife are coming to mall.

 Q.2) Is this your first visit to surat central?

Sr.no 1
2

Visit Yes
No

Frequency 93
157

1 37%

2 63%

Interpretation here, 37.2% customer says that this is there frist visit to central mall, and 62.8% says that this is not there first visit.

Q.3) how did u come to know about surat central?

techniques
Advertisement Sms Hoarding

Frequency
53 30 59

Word of mouth
Heard the radio spot others
70 60 50 40 30 20 10 0 Media SMS

50
37 21

Hoardings

word of mouth

Heard the radio spot

Others

Interpretation Here we can see that 37% people come to know about surat central mall from word of mouth.11% says that they come to know from media. 7% says that come to know from other sources.2.33% says they came to know from radio. And remaining says that come to know from sms

 Q.6) How often do you shop from Surat central?

Often
Once or more in a month Once in two month

Frequency
40 76

Only on special occassions

45.00%
40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% strongly agree agree

90

Only when necessasary 44

niether agree nor disagree

disagree

Interpretation Here we can see that 11.76% customers are coming onces or more in a month. 32.94% are coming once in two month, 41.18% customer are coming only on special occasions, 14.12% are coming twice in a month.

Q.8) Do you get benifitted by pay back-loyalty program of central?

Benifitted Strongly Agree Agree Neither agree nor disagree Disagree
45.00%

Frequency 40 76 90 44

40.00%
35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00%

strongly agree

agree

niether agree nor disagree

disagree

Interpretation Here we can see that 11.76% customers strongly agree with payback, 32.94% are agree with payback, 41.18% customer neither agree nor disagree with payback, 14.12% disagree with payback.

Q.9)Which section is aggranged most appealingly in Central Mall?

arrangement Women section Kids section Men section All Men & women both None Frequency 54 37 57 67 30 05
all 27% men & women both 12%

frequency
none 2% women section 21%

kids section 15%

mens section 23%

Interpretation here we can see that 12% of respondents like arrangement of men and women both sections, we can see that 27% of respondents like arrangement of all section, we can see that 23% of respondents like arrangement of men section, we can see that 21% of respondents like arrangement of women section, and we can see that 2% of respondents does not like arrangement of any section.

FINDINGS
From the survey it is found that people are not getting the product knowledge properly, Organization should provide each and every knowledge to their customers in which they are interested to buy. From the survey it is found that most of the service sector people and teen agers are more brand, price and quality oriented. Most of the housewives purchase products by seeing its price; Most of the Businessman purchases products according to their likings. Some Customers are also there who purchases products during offer or discount time only. So, Organization should inform their customers about the offers or Discounts regularly. From my survey it was found out that mostly youth between the age groups 18-24 and 25-34 visits more in the Mall. So, the Organization should see that the collection should be latest and keep changing during short time, because mostly youth have more knowledge and more conscious in wearing latest collections.

FINDINGS CONT
More customers are frequent visitors and regular customers and customers who are visiting central for the first time are comparatively lesser, this is a good thing but yet steps should be taken to increase the % of frequent visitors and customers loyalty should be maintained. Maximum number of customers came to know about the mall from hoarding and comparatively lesser % of customers came to know from other sources of communication and media. Maximum number of customers gave first priority to window shopping for the reason they would like to come to the mall for and secondly they prefer to come to the mall for hangouts and comparatively lesser% of customers are intending to buy. The mall should take care of the billing facility of them, they should improve the billing staff knowledge, billing speed should be increased, some customers are telling that prices are too high therefore prices should be reasonable.

RECOMMENDATION
Majority of the customers are coming from adajan and citylight, so proper measures should be taken to make aware about the mall in different different segments by more advertisement in other region, or by conducting activation in these region so that we can get more and more customer from different segments of the surat. It can be suggested that Surat central mall, we have everything under one roof for their customers. They must keep in their mind that the customer is king in the market and his full satisfaction in respect of all the parameters are very essential for other to goal achieve. Organisation should not only maintain the name and contact no. of their customers but also study their customers behavior and their likings and also maintain records of it. This will also help the organization to get competitive advantage. As the mall is providing some core services like (WI-FI CENTRAL, RADIO CENTRAL, D.J CENTRAL,GIFT-WRAPPING) to there customers so they should maintain those services.

CONCLUSION
Organization must get the feedback from the customers that which products they want to buy from the Mall, and we should make changes according to there needs and requirements. Organization must get the regular feedback from the customers. As customers are coming from from different segments so proper measure of advertisement and publicity( hoardings) should be taken. More customers have been a part of activities conducted by mall for more than once which is a good signal yet steps should be taken to increase customers participation to promote sales. They should make arrangement for separate counter i.e. for payback card holders to get higher customer loyalty.

BIBLIOGRAPHY
www. Pantaloons.com http://www.palgravejournals.com/dddmp/journal/v12/n4/full/dddmp20116a.html http://www.futuregroup.in/corporate_profile.asp : http://www.marketingprofs.com/articles/2005/1420/how-to-segmentmarkets www.futurebazaar.com Pantaloon Retail (www.pantaloonretail.in) (www.futurebrands.co.in) http://www.tata.com/company/Articles/inside.aspx?artid=zSdqrBaTJeQ (www.futuregroup.in) http://www.palgravejournals.com/dddmp/journal/v12/n4/abs/dddmp20116a.html

THANK YOU