Final project report of Vision Express

IBS Bangalore 2015

A REPORT

ON

VISION EXPRESS STORE ANALYSIS

By

Nitin Singh

14BSP2369

RELIANCE VISION EXPRESS PVT. LTD

1 RELIANCE VISION EXPRESS PVT. LTD

IBS Bangalore 2015

A REPORT

ON

VISION EXPRESS STORE ANALYSIS

By

Nitin Singh

14BSP2369

A report submitted in partial fulfilment of the requirements of PGPM Program of IBS BANGALORE

Submitted under the guidance of

Faculty Guide: Company Guide:

Prof. Jacob Chandy Mrs. Jermina Menon.

Date: 03/June/2015


IBS Bangalore 2015

AUTHORIZATION

This is to certify that NITIN SINGH Enrolment no-14BSP2369, student of IBS-Bangalore, has undertaken his Summer Internship Program (SIP) from VISION EXPRESS, from 25/02/2015 -29/05/2015 for the project titled “VISION EXPRESS STORE ANALYSIS ” under my supervision.

The company had no objection if Nitin Singh:

1. Participates for IBS Alumni Federation Award (IBSAF) for Excellence in SIP-2014,being conducted by IBS and share findings of the project for academic purposes and

2. Uses the company name for the abstract of the above project in public domain, if selected for the award.

We wish him well for all his future endeavors.

Mrs JERMINA MENONMARKETING HEAD,INDIA,Vision Express.


IBS Bangalore 2015

ACKNOWLEDGEMENT

The gratification and euphoria that have facilitated success of the

task would be incomplete without the mention of the people who

made it possible.

I take immense pleasure in thanking Uday Sir, Pranitha Ma’am,

Megha and Mr.Madhi for helping me to carry out this project.

I wish to express my deep sense of gratitude to my company

guide Marketing Head India Jermina Menon Ma’am and Operation

Head India Mr.Titan for their guidance and useful suggestions,

which have helped me in the course of my project.

I would like to specially thank my faculty guide Prof. Jacob

Chandy, faculty at IBS Bangalore for all the encouragement and

indispensable feedback.

My heartfelt thanks go to all the respondents for taking out time

from their busy schedules and sharing valuable information with

me.

I would like to thank the faculty and the administrative staff of the

department of Business Administration, IBS, Bangalore, for their

support and encouragement.


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TABLE OF CONTENT

Table of Contents1. AUTHORIZATION 3

2. ACKNOWLEDGEMENT……………………………………………………………………………………………………….4

3. DECLARATION 6

4. EXECUTIVE SUMMARY……………….……………………………………………………………………………………………………….7

5. SYNOPSIS 8

6. ABSTRACT………………..……………………………………………………………………………………………………..9

7. INTRODUCTION 11

8. ABOUT VISION EXPRESS………….………………………………………………………………………………………………………………13

9. PRODUCT 17

10. SERVICES…………………………………………………………………………………………………………………………18

11. MICHAL PORTER ANALYSIS 19

12. DATA COLLECTION AND ACTIVITY……………………….………………………………………………………………………………………………..21

13. MYSTERY SHOPPING 22

14. PROCESS OF MYSTERY SHOPPING………………..…………………………………………………………………………………………………….22

15. MARKET POTENIAL…………………………………………………………………………………………………………4016. CATCHMENT ANALYSIS….

…………………………………………………………………………………………………………………….4217. MARKET

SELECTION…………………………………………………………………………………………………………………..….4718. FINDING…..……………………………………………………………………………………………………………………..7419. SWOT ANALYSIS……………………………………………………………………………………………………………..7720. RECOMMENDATION……………………………………………………………………………………………………… 7821. CONCLUSION….………………………………………………………………………………………………………………8822. LEARNING FROM INTERNSHIP….

…………………………………………………………………………………………………………………8323. REFERENCE….………………………………………………………………………………………………………………….85


IBS Bangalore 2015

DECLARATION

This is to certify that the this is titled “VISION EXPRESS STORE

ANALYSIS” is a bonafide work done by Mr. NITIN SINGH

Enrolment Number: 14BSP2369 in partial fulfilment of the

requirements of PGPM Program and submitted to IBS Bangalore.

I also declare that this project is a result of my own efforts and

that it has not been copied from anyone and I have taken only

citations from the literary resources which are mentioned in the

Bibliography section.

This work was not submitted earlier at any other university or

institute for the award of the degree.

Date-June 03, 2015

Place- Bangalore NITIN SINGH


IBS Bangalore 2015

EXECUTIVE SUMMARY

I have done my internship on “Vision Express Store Analysis” in

“Reliance Vision Express Pvt. Ltd”.

The internship is to do mystery shopping and catchment area

analysis, as mystery shopper I need to observe the store’s

exterior, Display, greeting of the sales person, ambience, store

cleanliness, display of contact lens and sunglasses, sales person

grooming, uniform, attitude and a report has been made. These

reports were further used by the company to guide there store

managers. Then I did mystery calling three cities were allocated

to me twenty two stores I called each store to note greeting and

do query on offers. Reports have been made and submitted. My

next role was catchment area analysis in this project I was given 5

places where the company wanted to open a new store.

At the end internship I have learned how a company uses mystery

shopping and it is not to point out the mistakes of the employees

but to enhance the quality of work. The goal is a permanent

improvement of their attitude towards customers and

professional growth. During Catchment analysis understanding

that the company collects the details of the

catchment/competition and interpreting the stores business

performance.


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SYNOPSIS

I have done my internship on two projects mystery shopping and

catchment area analysis in the area of Marketing and Operations

in Reliance Vision Express Pvt. Ltd.

The main aim of the report is to project my knowledge and

learning experience that I have gained by summer internship

program. It summarizes the entire process of the internship.

During this project I have learned how to collect data from a store

by being a mystery shopper and how the data was further used by

the company. In catchment area analysis I went to particular area

collected entire details of that area like population, occupation,

building cost and many more made a PPT out of it. This PPT was

used by company to know whether they would open a new store

in that area or not.

In this three months period I was continuously working on my

project, first 6 weeks mystery shopping and remaining 6 weeks

catchment area analysis.

I express my deep gratitude to my project guide who was always

there to help me out.


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ABSTRACT

The Purpose of my project to working on VISION EXPRESS Store

Analysis, analysing different perspectives, developing which helps

in the application of theory to practical work situations. And,

where I have to be able to prepare a realistic and correct model

which assures efficient Mystery Shopping and Catchment Analysis

which helps in improving the existing model.

I have actively contribute to the company’s objectives by applying

the knowledge and skills, and initially worked to gain the basic

knowledge on how to behave in organization, customer

behaviour, way of dealing customer, how to audit the shop, what

are the criteria should need to observe, how to capture the

customer, how analyse the competitor, Market selection, Area

analysis, Site evaluation, Selection of target people, how to

differentiate catchment area.


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Retailing – Customer is King

“A Customer is the most important visitor on our premises. He

is not dependent on us. We are dependent on him. He is not an

interruption on our work. He is the purpose of it. He is not an

outside of our business. He is a part of it and we are not doing

him a favour by servicing him. He is doing us a favour by

giving us an opportunity to do so.”

Mahatma Gandhi


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INTRODUCTION

Objective of the study:

To study Vision Express area demographic wise. To study about the perception of customers with reference

to availability of products and services. To study about customer preferences and frequency of

shopping. To know the target customer’s of Vision Express. To understand the customer’s expectation from retail

service provider.

Purpose and scope of report:

The main aim of the report is to project my knowledge and learning experience that I have gained by summer internship program. It summarizes the entire process of the program.

Scope of study:

Itemized scope of work, expected outcomes & learning. To analyse the Vision Express stores in Bangalore in context to variable of marketing and operations. I have been exposed to the intricacies of organized retailing and understand the interplay of marketing and operations variables in determining performance.

Methodology:11 RELIANCE VISION EXPRESS

PVT. LTD

IBS Bangalore 2015

The methodology being used is personal observation, direct interaction with customers. I have been a mystery shopper for first 6 weeks and remaining 6 weeks have done catchment analysis. The company has assigned seventeen stores and five places for mystery shopper and catchment area analysis.

The study is relied on primary as well as secondary data.

The primary data is collected through personal interviews using structured Questionnaire.

The Secondary is collected from management of the Vision Express, various books, journals and Internet.

Sampling Methods:

Convenience Technique & Snowball Sampling.

Universe: -

The research work was accomplished in many location in Banglore.

Sample Size: -

Sample size was depend on location.

Research Instrument: -

For this study, for the collection of various data requirement, structured questionnaire is used. This questionnaire contains qualitative and quantitative information of the customers. The questionnaire contains of both open-ended and close ended questions, which would help to know the situation prevailing in the market.

ABOUT VISION EXPRESS


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Vision Express – A joint venture between two giants. Vision

Express is a joint venture between Grand Vision B. V. and Reliance

Retail. Grand Vision B.V. is the second largest optical retail chain

in the World.


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Vision Express – The world’s vision

Present globally in over 42 countries with over 5000 stores,

Europe’s largest optical retailer Vision Express offers the benefits

of trust, affordability, quality, international designs and proven

optical skills at competitive prices TYPES OF BUYING BEHAVIORA

subsidiary of Reliance Industries Limited, the biggest Indian

private company Started operations in India in November 2008

Currently operates more than 1000 stores in over 86 cities across

India.


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A multitude of formats are

Reliance Mart, Super and Fresh

Reliance Jewels

Reliance Digital

Reliance Footprint

Reliance Trends

Marks & Spencer

Diesel


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Vision Express in India

Vision Express Journey


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PRODUCTS

Spectacles

• At Vision Express, we offer the latest designs in spectacles at

truly affordable prices.

• Frames are available from Rs. 899 onwards.

• There is a wide range to choose from in terms of material –

Metal (Titanium, Gold, Nickel and steel) and plastic frames

as well as styles – full frame, half frame and rimless.

• We ensure that all our lenses come with free scratch

resistant coat.

• There is no price difference in lenses of different powers.

Sunglasses

• We have a choice of trendy sunglasses at prices that are.

Lowest among leading optical brands, starting at just Rs 399.

• The wide range includes latest Aviators.


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• A great choice in lenses like Polarized, Prescription and

Plastic lenses in a range of tints.

• All our sunglasses offer 199% UV protection and meet all CE

compliances.

Contact Lenses

Monthly contact lenses.

Daily contact lenses.

Colored contact lenses.

SERVICES


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Vision Express offers India’s most unique eye test. Vision Express

has certified optometrists to conduct comprehensive eye tests.

The eye tests are conducted with the help of state-of-the-art

equipment from reputed international companies.

MICHAEL PORTER ANALYSIS


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1) Buyers Power:

Demand is exceeding supply: India’s demographics are changing economy is growing. There is a shift in a patterns and awareness of health is increasing by the day. The demand for the health care services has indicated a CAGR of 16%.

2) Suppliers Power:

Equipment players: The competition in the equipment market

is on a high. Consumable and disposable equipment are made

locally whereas high value equipment’s are made by


IBS Bangalore 2015

international companies. The companies have expanded their

operations to the Indian market and established assembly

centres. The government is encouraging the growth of this

market. High competition is turning out to be beneficial for the

Optical Industries.

3) Rivalry among competitors:

Increasing competition : The Optical Industries has attracted

FDI. Investments are increasing day by day as the potential in

this market in India is very high, because there is need to

increase the market.

4) Threats of new entrants :

Barriers for foreign firms: Even though government is

encouraging FDI in the country, there are very few FDI Opticals

in India. Other forms of funding are more prevalent. The

reason for this can be long gestation period of investments and

relatively low rate of returns.

5) Threats of substitutes :

Alternative medicines: Alternative are the local distributer

who provide the same product as branded at low cost but differ


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in quality. 60 % of Indian market are captured by the local or

unorganized retailers

DATA COLLECTION AND ACTIVITY

We have two project Mystery shopping and Catchment Analysis.

First we are working on Mystery shopping. Research in retail is

very essential, as customer preferences and choices are dynamic

and change frequently, the retail company needs to understand

these before redesigning its processes for enhancing business and

many more. Since customer interaction takes place at the store

and near store, there is a big opportunity to gather first hand

information and feedback from customers through research and

survey. Research is carried out at the retail level for concept

testing, business feasibility analysis, identification of the right

product mix, target customer and market potential.

The major objectives of analysis of data are:-

To evaluate and enhance data quality


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Describe the study population and its relationship

Examine effects of other relevant factors

Seek further insight into the relationship observed or not

observed

Evaluate impact and importance

Mystery Shopping

At the time of audit we need to observe number of thing which

helps in analysis and preparation of report. We also collect data

through calling. We behave as a customer at the shop or phone

call, we observe how employee handle the customer , is he explain

all the offer given by company, is store well maintained or not, is

all the product is in parallelogram , all the product is the given

price range or not etc. we observe grooming part also. As per my

job role I made a score card on employee’s behaviour and his

dress style I had observed weather the employee is dressing

according to the rules and regulations of the company. All the

offers that are presently running at the store every employee

should have a clear idea about it so that they can explain them

well to the customers.

Process of mystery shopping:


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I was allotted seventeen stores for mystery shopping each day I

need to cover two stores. I was given an excel sheet which

contains list of things that I need to observe during mystery

shopping like store’s exterior, Display, greeting of the sales

person, ambience, store cleanliness, display of contact lens and

sunglasses, sales person grooming, uniform and attitude.

After all this observation I rated them in the excel sheet and

submitted. Using these reports a prepared a tracker. These

reports and tracker were used for improvement of their

employee’s attitude towards customers and professional growth.

Mystery shoping location are:

HSR Layout, BTM Layout, Gopalam Mall,

Rammurthy nagar, Vidyaranyapura, Yelehanka,

Jayanagar, JP nagar, Marthahalli,

Vijaynagar TTMC, Rajajinagar, Sampige Road,

CV Raman Nagar, Methikere, Kengeri,

RajarajeshwariNagar.

Vidyanarayanpura Mystery Shopping Report:

Grooming Report:


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Male : MR.SOMA SUNDAR

UniformMax

ScoreScore Given

Is the person wearing the VE uniform Y / N (Y=10 N=0) 10 10

is the uniform neat and clean Y / N (Y=05 N=0) 5 5

is the uniform ironed Y / N (Y=05 N=0) 5 5

A 20 20

Hair

Is the persons hair well maintianed and neatly cut Y / N (Y=10 N=0) 10 10

Is he shaved/properly trimmedY / N (Y=00 N=-

10) 0 0

B 10 10

Footwear

Are the shoes polished? Y / N (Y=05 N=0) 5 5

Are the shoes & socks black in colour? Y / N (Y=05 N=0) 5 5

Are the shoes closed shoes? Y / N (Y=05 N=0) 5 5

C 15 15

ID card

Is the person wearing the ID card Y / N (Y=10 N=0) 10 10

Is the ID card visible? (i.e. not tucked inside shirt or coat?) yes

D 10 10

Jewellary/VX Spectacles

Is her wearign Ead StudsY / N (Y=00

N=05) 5 5

Is he wearing braceletsY / N (Y=00

N=05) 5 5If he is wearing spectacles , are they Vision Express

spectacles?Y / N (Y=10

N=00) 10 10

E 20 20

Hygine/Odour

Is the person smelling good (no bad odour or strong smells)Y / N (Y=00

N=05) 5 5

F 5 5

Nails Manicure

Are his nails are proper trimmed Y / N (Y=05 N=0) 5 5

G 5 5

Total(A+B+C+D+E+F+G) 85 85

Mystery Audit Report:

MYSTERY AUDITS - Ordering Reports


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Store location

Vidyaranyapura

City/ town

Bangalore

Time of entering the store (HH:MM)

4:00

Time of leaving the store (HH:MM)

4:50

Total time spent in the store (HH:MM)

50 min

Date of audit (DD:MM:YY)

13:03:15

Day of audit

Friday

Visit

Scen

ario

afternoon (NO CUSTOMER)

Section I: Before Entering The Store

I Exterior Fixe

d

Scor

e

Vari

able

Scor

e

Fi

xe

d

Sc

or

e

Gi

ve

n

Var

iab

le

Sco

re

Giv

en

Tot

al

1a Exterior of store was clear and free of

obstacles E.g. no boxes, etc

Y=1

/

N=0

1 1

1b Floor area/ staircases before entry door

clean and mopped

Y=2

/

2 2


IBS Bangalore 2015

N=0

1c Were the side entrance walls greasy (due to

shutter being placed there)

Y=-

2/

N= 0

0 0

PLEASE ANSWER Q1d IF MYSTERY

SHOPPING WAS DONE DURING EVENING

HOURS

0

1d is the Exterior lit / switched on during

evening or night time

Y=5

/

N=0

5 5

1e Store signage was lit at the time of entry Y=2

/

N=0

2 2

1f Other neighbouring stores signages were lit

at the time of entry (sp 2-3 stores to the left

and right of VE store)

Y=2

/

N=0

2 2

3 9 3 9 12

II Display Windows

2a Window glass was clean and did not have

any smudges / water marks etc

Y=2

/

N=0

2 2

2b Current promotional stickers were stuck on

the glass

Y=1

/

N=0

1 1

2c The store stickers were neat (not crumpled,

torn or with bubbles)

Y=1

/

N=0

1 1

2d Entry glass sticker was clean and neat and

easily visible (again not torn, letters missing

or crumpled)

Y=2

/

N=0

2 2

6 0 6 0 6

Section II: Entering The Store 1

2

III Greeting (Immediately After Entering Store)

3a Did the store staff approach the door and

open it for you when you were

approaching / entering the store

Y=5

/

N=0

5 5


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3b Were you greeted on entry / your presence

acknowledged by one of the store personnel

on entering the store?

Y=5

/

N=0

5 5

3c If The sales staff was busy / with other customers did they

greet / acknowledge you anyway? Should be done within 2

min of entry

Y=2

/

N=0

2 2

3d Were you asked your purpose of visit for the

day?

Y=1

/

N=0

1 1

3e Was the body language of store personnel : 0

Friendly and they smiled at you Y=1

/

N=0

1 1

Uninterested & indifferent / Slow & scared Y= -1

/

N=0

0 0

9 5 9 5 14

IV Ambience

4a Was the store comfortable on entry (i.e.

neither too hot or too cold)

Y=2

/

N=0

2 2

4b If AC was not on at entry, was it switched on

after you entered?

Y=1

/

N=0

1 1

4c Were the store lights on when you entered

the store.

Y=1

/

N=0

1 1

4d If no for above question, did they switch on

the same on your entry?

Y=1

/

N=0

1 1

4e Was there any unpleasant smell in the

store?

Y= -1

/

N=0

0 0

5 0 5 0 5

V Store Cleanliness

5a The walls were clean, stain free and paint

was not peeling off

Y=1

/

1 1


IBS Bangalore 2015

N=0

5b The walls were cracked in some places and/

or in need of immediate repair

Y= -1

/

N=0

0 0

5c Did the floor look well maintained and in

proper condition (no stains, no visible

cracks and not damaged)?

Y=1

/

N=0

1 1

5d Was the sales table neat and all promotional

material neatly displayed?

Y=1

/

N=0

1 1

3 0 3 0 3

VI Purpose of visit

6a Were you asked the purpose of your visit Y=1

/

N=0

1 1

6b Were you offered an eye test before selection of frame? Y=5

/

N=0

5 5

6c Did the staff show specific frames to you? Y=1

/

N=0

1 1

6d Take any one panel and do a random check Were there any

empty slots with no frames on this spectacles panel? (if

there are emplty slots because of shortlsit by existing

customer, do not count the same)

Y= -1 / N=0

(Give -1 for

each empty

slot)

0 0

6e Were the frames placed in the right price group as

indicated on panel? (do a random check on maximum of 2

panels. If no, Give -1 for each frame not placed in Panel

Y=1

/

N=0

1 1

Mention Price point checked - Rs 899 and Rs 1499 Panels

6f Take any one panel and do a random check Did all frames

in the panel have bar codes / price stickers on them? If no,

Give -1 for each frame without barcode

Y=1

/

N=0

1 1


Take any one panel and do a random check

Were the frames placed as per planogram

given / briefed to you?

Y=5

/

N=0

5 5


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Take any one panel and do a random check Were the

frames placed as per gender mentioned on the temple? If

no, Give -1 for each frame in wrong panel

Y=5

/

N=0

5 5


6g Was the offer / promotional material also

displayed at the product panel? (in the

acrylic placeholder)

Y=2

/

N=0

2 2

6h Did the store staff assist you in anyway when you were

trying the frames?

Y=1

/

N=0

1 1

6i After selection of frame, did they share lens

options available with you?

Y=2

/

N=0

2 2

6j Did the store staff mention the offers running at the store? Y=2

/

N=0

2 2

5 Did the store staff give you reasons to buy two pairs

(availing the BOGO offer)

Y=5

/

N=0

5 5

6l Was lens selection offered at sales table? Y=1

/

N=0

1 1

6m Was the lens mat shown to you and lens features explained

to you?

Y=2

/

N=0

2 2

6n If frame selected was a rimless frame, did the store staff

insist you choose a polycarbonate lens only?

Y=2

/

N=0

2 2

6o If yes for above, was the lens mat shown to you by way of

explanation

Y=2

/

N=0

2 2

6p Were you helped to select a lens using the 'computer

based' training tool? (OLS)

Y=5

/

N=0

0 0

6q At select stores, were you shared the 'Monaco Collection'

lenses for your use?

Y=5

/

N=0

5 5


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6r Were you offered refreshments (water / tea / coffee) Y=5

/

N=0

5 5

6s If Yes, at what stage of your visit were they offered? just

after

entr

y

6t If you did have tea / coffee, did you find the same

'drinkable' / palatable

Y=2

/

N=0

2 2

46 9 4

3

5 48

VII EYE TESTING/ EYE CLINIC

7a Record optometrist name here: MR.VEETAL

7b Was the optometrist name on the door of the eye test room Y=2

/

N=0

2 2

7c Was the optometrist certificate placed in the panel in the

eye test room

Y=2

/

N=0

2 2

7d Was the staff specialisation board filled and in correct

format?

Y=2

/

N=0

2 2

7e Did the optometrist ask questions on the problem/reason

for visit

Y=5

/

N=0

5 5

7f Did the optometrist measure the power with auto-

refractor?

Y=2

/

N=0

2 2

2 Was the equipment cleaned while you were asked to place

your chin on the same?

Y=2

/

N=0

2 2

7h If you are wearing spectacles, did the

optometrist take your current spectacles to

measure the current power

Y=2

/

N=0

2 2

7i Did the optometrist perform the Red/Green test? Y=5

/

5 5


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N=0

7j Did the optometrist do the eye test using the phoropter? Y=5

/

N=0

5 5

7k Was the equipment cleaned while you were present? Y=2

/

N=0

2 2

7l Were you suggested any particular type of lens for your

power / lifestyle?

Y=2

/

N=0

2 2

7m If yes, were the benefits clearly explained? Y=2

/

N=0

0 0

7n Were you suggested / offered a trial contact lens? Y=5

/

N=0

5 5

7o At each step of the eye test, did the

optometrist explain and detail the step he /

she was carrying out?

Y=5

/

N=0

5 5

7p Ask for prescription card at the end of eye test, and share

verbatim feedback given:

0

against the company policy

7q Was your prescription noted in the record book in eye test

room?

Y=5

/

N=0

5 5

7p Ask for a part payment offer to book your spectacles,

record the store response to the same:

CSA informed that since it is all automated in which I need

to pay full amount.

44 4 4

4

2 46

VIII Contact Lens Display

8a Was the contact lens panel neatly stocked Y=5 5 5


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/

N=0

8b Was the pricing clearly visible Y=2

/

N=0

2 2

8c Were the right type of contact lenses placed on the right

shelf?

Y=2

/

N=0

2 2

8d Were the cleaning liquids placed only with

monthly disposable contact lenses i.e.

bronze pack?

Y=2

/

N=0

2 2

8e Was the coloured contact lens shade card displayed on the

panel and visible clearly?

Y=2

/

N=0

2 2

8f Were the cL cases stocked on this shelf? Y=1

/

N=0

1 1

8g Ask for a sample CL case (without purchase)

recordverbatim

0

not asked

8h Was the spectacle cleaning liqud placed in this shelf? Y= -1

/

N=0

0 0

14 0 1

4

0 14

IX Sunglass Display

9a Were you or your companion suggested to look at

sunglasses?

Y=5

/

N=0

0 0

9b Take any one SG panel and do a random

check Was the sunglass panel as per

planogram shared?

Y=5

/

N=0

5 5

9c Take any one panel and do a random check, Were there

any display pins empty and without sunglasses (note if

customer is browsing and some sunglasses are shortlisted,

do not count them in the same)

Y=-1

/

N=0

0 0


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If yes, give -1 for each empty pin

9d Take any one panel and do a random check, Were all

sunglasses with bar codes / price tags?

Y=0

/ N=-

1

0 0

If no, give -1 for each empty pin

9e Take any one panel and do a random check, Did all

sunglasses have the new format stickers to indicate

poalrised / prescription, 100% UV etc?

Y=2

/ N=-

1

2 2


9f Was the promotion offer material displayed

on the sunglass panel (in the acrylic holder

given?)

Y=2

/

N=0

2 2

9g In case you are an exsting spectacle wearer,

did the store recommend / suggest

prescription sunglasses?

Y=5

/

N=0

5 5

15 5 1

4

0 14

X Salesperson Uniform & Grooming

10a In case of new / temporary staff, did they

have an 'apron / 'coat' with a badge

Y=2

/

N=0

10b Was the optometrist wearing their lab coat? Y=2

/

N=0

2

2 2 2 0 2

XI Salesperson Attitude

RECORD NAME OF THE SALESPERSON YOU INTERACTED

WITH : MR.Soma Sundar

11a The salesperson appeared cheerful and pleasant Y=2

/

N=0

2 2

11b The salesperson came himself/ herself to assist you when

you gave signs that you needed help (you picked up a

frame to try on, you looked around for a salesperson)

Y=2

/

N=0

2 2

11c The salesperson had good communication skills (fluency

and clarity in speech)

Y=2

/

N=0

2 2

11d The salesperson exuded confidence in customer handling Y=2 2 2


IBS Bangalore 2015

/

N=0

11e Did the salesperson gave you an overview about the Brand

any time during the visit - "Reliance Vision Express"? Or

global heritage?

Y=2

/

N=0

2 2

Did the store staff get personal calls during visit? And

reaction during the same?

Y= -5

/

N=0

0 0

Did the store staff have any of their friends / relatives

come to meet them at store during the visit?

Y= -5

/

N=0

0 0

10 0 1

0

0 10

XII Leaving From The Store

12a While leaving, were you escorted to the exit? Y=2

/

N=0

2 2

12b Were you cordially greeted on your way out? Y=1

/

N=0

1 1

12c Did the sales staff ask for your contact details before you

left?

Y=5

/

N=0

5 5

8 0 8 0 8

XIII Leaving From The Store

13a Was the cctv screen working when you were at store (how

many screens were working)

Y=2

/

N=0

2 2

13b Was tha Ac temperature set at 24deg at store? Y=2

/

N=0

2 2

13c Were the chairs clean and good to sit on (not

torn, not in need of shampooing etc)

Y=2

/

N=0

2 2

13d Did the store PCs display the suggested messages as screen

saver / wall paper

Y=2

/

N=0

2 2


IBS Bangalore 2015

13e Ask for a visit to washroom. Is the washroom clean and

good for a customer visit?

Y=2

/

N=0

2 2

8 2 8 2 10

XIV Post Store visit

14a Did you get a call from store within 2 days? 0

If yes and within 2 days score 5, if yes and after 2 days

score 2

5 0 0 0 0

178 36 1

6

9

23 192

Any other overall comments on the store visit?

ONE OF THE BEST STORE. THEY HAVE VERY GOOD

CUSTOMER CAPTURING ABILITY MR.SOMA SUNDAR AS CSA

AND MR.VEETAL AS A OPTUM. EVEN I AM CONVENCE. THE

WAY THEY EXPLAING OFFER AND AT SPECIFIC TIME THEY

EXPLAING BOGO OFFER HIT THE MIND OF CUSTOMER AND

DECISION DEFINATLY TO BUY.

TOTAL

SCORE :

192/214

add going up to purchase - lay by was offered or

not?

y

e

s

reaction on coming later? g

o

o

d

tv screen doing store recording was working? y

e

s

how many staff were at the store? 3

ac temperature at 24deg - check on ac unit sp in eye

test room

y

e


IBS Bangalore 2015

s

was the follow up call done by store staff to you y

e

s

wall paper and screen saver on TVs y

e

s

do they cover the price while showing lens mat /

lens range

n

o

ask for use of washroom at stores n

o

are the chairs clean / need shampooing y

e

s

chair is broken / not ok n

o


IBS Bangalore 2015


IBS Bangalore 2015

Above excel sheet shown on excel as same as the picture given below:

Visit Scenario

I Fixed Score Variable Score Fixed Score

Given Variable Score

Given Total

1a Exterior of store was clear and free of obstacles E.g. no boxes, etc Y=1 / N=0 1 11b Floor area/ staircases before entry door clean and mopped Y=2 / N=0 2 21c Were the side entrance walls greasy (due to shutter being placed there) Y=-2/ N= 0 0 0

PLEASE ANSWER Q1d IF MYSTERY SHOPPING WAS DONE DURING EVENING HOURS 01d is the Exterior lit / switched on during evening or night time Y=5 / N=0 5 51e Store signage was lit at the time of entry Y=2 / N=0 2 21f Other neighbouring stores signages were lit at the time of entry (sp 2-3 stores to the left and right of VE store) Y=2 / N=0 2 2

3 9 3 9 12II Display Windows2a Window glass was clean and did not have any smudges / water marks etc Y=2 / N=0 2 22b Current promotional stickers were stuck on the glass Y=1 / N=0 1 12c The store stickers were neat (not crumpled, torn or with bubbles) Y=1 / N=0 1 12d Entry glass sticker was clean and neat and easily visible (again not torn, letters missing or crumpled) Y=2 / N=0 2 2

6 0 6 0 6Section II: Entering The Store 12

III Greeting (Immediately After Entering Store) 3a Did the store staff approach the door and open it for you when you were approaching / entering the store Y=5 / N=0 5 53b Were you greeted on entry / your presence acknowledged by one of the store personnel on entering the store? Y=5 / N=0 5 5

3c Y=2 / N=0 2 2

3d Were you asked your purpose of visit for the day? Y=1 / N=0 1 13e Was the body language of store personnel : 0

Friendly and they smiled at you Y=1 / N=0 1 1Uninterested & indifferent / Slow & scared Y= -1 / N=0 0 0

9 5 9 5 14IV Ambience4a Was the store comfortable on entry (i.e. neither too hot or too cold) Y=2 / N=0 2 24b If AC was not on at entry, was it switched on after you entered? Y=1 / N=0 1 14c Were the store lights on when you entered the store. Y=1 / N=0 1 14d If no for above question, did they switch on the same on your entry? Y=1 / N=0 1 14e Was there any unpleasant smell in the store? Y= -1 / N=0 0 0

5 0 5 0 5V Store Cleanliness5a The walls were clean, stain free and paint was not peeling off Y=1 / N=0 1 15b The walls were cracked in some places and/ or in need of immediate repair Y= -1 / N=0 0 05c Did the floor look well maintained and in proper condition (no stains, no visible cracks and not damaged)? Y=1 / N=0 1 15d Was the sales table neat and all promotional material neatly displayed? Y=1 / N=0 1 1

3 0 3 0 3VI Purpose of visit6a Were you asked the purpose of your visit Y=1 / N=0 1 16b Y=5 / N=0 5 56c Did the staff show specific frames to you? Y=1 / N=0 1 1

6d 0 0

6f

Take any one panel and do a random check Were the frames placed as per planogram given / briefed to you? Y=5 / N=0 5 5

6g Was the offer / promotional material also displayed at the product panel? (in the acrylic placeholder) Y=2 / N=0 2 26h Y=1 / N=0 1 16i After selection of frame, did they share lens options available with you? Y=2 / N=0 2 26j Y=2 / N=0 2 25 Y=5 / N=0 5 56l Y=1 / N=0 1 1

6m Y=2 / N=0 2 26n Y=2 / N=0 2 26o Y=2 / N=0 2 26p Y=5 / N=0 0 06q Y=5 / N=0 5 56r Y=5 / N=0 5 56s just after entry6t Y=2 / N=0 2 2

46 9 43 5 48VII EYE TESTING/ EYE CLINIC7a Record optometrist name here: MR.VEETAL7b Y=2 / N=0 2 27c Y=2 / N=0 2 27d Y=2 / N=0 2 27e Y=5 / N=0 5 57f Y=2 / N=0 2 22 Y=2 / N=0 2 2

7h If you are wearing spectacles, did the optometrist take your current spectacles to measure the current power Y=2 / N=0 2 27i Y=5 / N=0 5 57j Y=5 / N=0 5 57k Y=2 / N=0 2 27l Y=2 / N=0 2 2

7m Y=2 / N=0 0 07n Y=5 / N=0 5 57o At each step of the eye test, did the optometrist explain and detail the step he / she was carrying out? Y=5 / N=0 5 57p 0

7q Y=5 / N=0 5 5

7p

44 4 44 2 46VIII Contact Lens Display8a Y=5 / N=0 5 58b Y=2 / N=0 2 28c Y=2 / N=0 2 28d Were the cleaning liquids placed only with monthly disposable contact lenses i.e. bronze pack? Y=2 / N=0 2 28e Y=2 / N=0 2 28f Y=1 / N=0 1 18g 0

8h Y= -1 / N=0 0 014 0 14 0 14

IX Sunglass Display9a Y=5 / N=0 0 09b Take any one SG panel and do a random check Was the sunglass panel as per planogram shared? Y=5 / N=0 5 5

9f Was the promotion offer material displayed on the sunglass panel (in the acrylic holder given?) Y=2 / N=0 2 29g In case you are an exsting spectacle wearer, did the store recommend / suggest prescription sunglasses? Y=5 / N=0 5 5

15 5 14 0 14X Salesperson Uniform & Grooming

10a In case of new / temporary staff, did they have an 'apron / 'coat' with a badge Y=2 / N=010b Y=2 / N=0 2

2 2 2 0 2XI Salesperson Attitude

11a Y=2 / N=0 2 2

11b Y=2 / N=0 22

11c Y=2 / N=0 2 211d Y=2 / N=0 2 2

11e Y=2 / N=0 22

Y= -5 / N=0 0 0Y= -5 / N=0 0 0

10 0 10 0 10XII Leaving From The Store12a Y=2 / N=0 2 212b Y=1 / N=0 1 112c Y=5 / N=0 5 5

8 0 8 0 8XIII Leaving From The Store13a Y=2 / N=0 2 213b Y=2 / N=0 2 213c Were the chairs clean and good to sit on (not torn, not in need of shampooing etc) Y=2 / N=0 2 213d Y=2 / N=0 2 213e Y=2 / N=0 2 2

8 2 8 2 10XIV Post Store visit14a Did you get a call from store within 2 days?

5 0 0 0 0

178 36 169 23 192

Any other overall comments on the store visit?

0

Y=0 / N=-1 0 0

Y=2 / N=-1 2 2

Y=-1 / N=0

TOTAL SCORE : 192/214

Was the optometrist wearing their lab coat?

If yes and within 2 days score 5, if yes and after 2 days score 20

Was your prescription noted in the record book in eye test room?

Ask for a visit to washroom. Is the washroom clean and good for a customer visit?

Was the cctv screen working when you were at store (how many screens were working)

Were you cordially greeted on your way out?While leaving, were you escorted to the exit?

Did the sales staff ask for your contact details before you left?

Was tha Ac temperature set at 24deg at store?

Did the store PCs display the suggested messages as screen saver / wall paper

The salesperson exuded confidence in customer handling

Did the salesperson gave you an overview about the Brand any time during the visit - "Reliance Vision Express"? Or global heritage?

Did the store staff get personal calls during visit? And reaction during the same?Did the store staff have any of their friends / relatives come to meet them at store during the visit?

The salesperson had good communication skills (fluency and clarity in speech)

RECORD NAME OF THE SALESPERSON YOU INTERACTED WITH : MR.Soma Sundar

0

1 1


Take any one panel and do a random check Were there any empty slots with no frames on this spectacles panel? (if there are emplty slots because of shortlsit by existing customer, do not count the same)


Y= -1 / N=0 (Give -1 for each empty slot)

Were the frames placed in the right price group as indicated on panel? (do a random check on maximum of 2 panels. If no, Give -1 for each frame not placed in Panel Y=1 / N=0

Y=5 / N=0

1 1

5 5

If yes, give -1 for each empty pin

Were the right type of contact lenses placed on the right shelf?

Was the coloured contact lens shade card displayed on the panel and visible clearly?

Did the optometrist ask questions on the problem/reason for visitDid the optometrist measure the power with auto-refractor?

Did the optometrist perform the Red/Green test?

Was the optometrist certificate placed in the panel in the eye test room

Was the pricing clearly visible

Were the cL cases stocked on this shelf?

Was the spectacle cleaning liqud placed in this shelf?

Were you or your companion suggested to look at sunglasses?

Ask for a sample CL case (without purchase) recordverbatim

Ask for a part payment offer to book your spectacles, record the store response to the same:

Was the contact lens panel neatly stocked

Did the optometrist do the eye test using the phoropter?

Were you suggested any particular type of lens for your power / lifestyle?If yes, were the benefits clearly explained?

Was the staff specialisation board filled and in correct format?

Was lens selection offered at sales table?

If yes for above, was the lens mat shown to you by way of explanationWere you helped to select a lens using the 'computer based' training tool? (OLS)

Were you suggested / offered a trial contact lens?

Was the lens mat shown to you and lens features explained to you?

At select stores, were you shared the 'Monaco Collection' lenses for your use?Were you offered refreshments (water / tea / coffee)If Yes, at what stage of your visit were they offered?If you did have tea / coffee, did you find the same 'drinkable' / palatable

Was the optometrist name on the door of the eye test room

If The sales staff was busy / with other customers did they greet / acknowledge you anyway? Should be done within 2 min of entry

Section I: Before Entering The Store

Exterior

Friday

The salesperson came himself/ herself to assist you when you gave signs that you needed help (you picked up a frame to try on, you looked around for a salesperson)

The salesperson appeared cheerful and pleasant


Take any one panel and do a random check, Were there any display pins empty and without sunglasses (note if customer is browsing and some sunglasses are shortlisted, do not count them in the same)

Take any one panel and do a random check, Were all sunglasses with bar codes / price tags?


Take any one panel and do a random check, Did all sunglasses have the new format stickers to indicate poalrised / prescription, 100% UV etc?

against the company policy

CSA informed that since it is all automated in which I need to pay full amount.

not asked

9c

9d

9e

afternoon (NO CUSTOMER)

Was the equipment cleaned while you were asked to place your chin on the same?

Was the equipment cleaned while you were present?

Ask for prescription card at the end of eye test, and share verbatim feedback given:

If frame selected was a rimless frame, did the store staff insist you choose a polycarbonate lens only?

Did the store staff assist you in anyway when you were trying the frames?

ONE OF THE BEST STORE. THEY HAVE VERY GOOD CUSTOMER CAPTURING ABILITY MR.SOMA SUNDAR AS CSA AND MR.VEETAL AS A OPTUM. EVEN I AM CONVENCE. THE WAY THEY EXPLAING OFFER AND AT SPECIFIC TIME THEY EXPLAING BOGO OFFER HIT THE MIND OF CUSTOMER AND DECISION DEFINATLY TO BUY.

MYSTERY AUDITS - Ordering Reports

Store location

Time of entering the store (HH:MM)4:00

Time of leaving the store (HH:MM)4:50

Total time spent in the store (HH:MM)50 min

vidyaranyapuraCity/ town

Bangalore

Date of audit (DD:MM:YY)13:03:15

Day of audit

6e

Y=1 / N=0Take any one panel and do a random check Did all frames in the panel have bar codes / price stickers on them? If no, Give -1 for each frame without barcodeMention Price point checked - Rs 899 and Rs 1499 Panels

Take any one panel and do a random check Were the frames placed as per gender mentioned on the temple? If no, Give -1 for each frame in wrong panel

Were you offered an eye test before selection of frame?

Did the store staff mention the offers running at the store?Did the store staff give you reasons to buy two pairs (availing the BOGO offer)


IBS Bangalore 2015

Tracker:

Store Name CityMystery Shopper

Name

Mystery Shopping Score

Percentage

Salesperson Uniform

& Grooming

Percentage

MAXIMUM SCORE 178

100( Female)

85(Male)

VARIABLE SCORE 36 2

HSR LayoutBangalor

e

Nitin101 57% 77/87

89%20 56% 0

121 57%

BTM LayoutBangalor

e

Nitin115 65% 87/87

100%20 56% 0

135 63%

Gopalam MallBangalor

e

Nitin97 54% 77/102

75%16 44% 0

113 53%

Rammurthy nagar

Bangalore

Nitin98 55% 52/77

68%16 44% 0

114 53%

Vidyaranyapura

Bangalore

Nitin169 95% 87/87

100%23 64% 0

192 90%

YelehankaBangalor

e

Nitin138 78% 72/87

83%11 31% 0

149 70%

JayanagarBangalor

e

Nitin156 88% 72/87

83%18 50% 0

174 81%

Rajarajeshwari nagar

Bangalore

Nitin128 72% 77/77

100%25 69% 0153 71%


IBS Bangalore 2015

JP nagarBangalor

e

Nitin121 68% 77/102

75%14 39% 0

135 63%

MarthahalliBangalor

e

Nitin109 61% 87/87

100%18 50% 0

127 59%

Vijaynagar TTMC

Bangalore

Nitin96 54% 77/77

100%21 58% 0

117 55%

RajajinagarBangalor

e

Nitin126 71% 97/102

95%16 44% 0

142 66%

Sampige RoadBangalor

e

Nitin142 80% 87/87

100%23 64% 0

165 77%

CV raman nagar

Bangalore

Nitin121 68% 72/87

83%14 39% 0

135 63%

MethikereBangalor

e

Nitin95 53% 60/75

80%16 44% 0

111 52%

KengeriBangalor

e

Nitin164 92% 87/87

100%20 56% 0

184 86%

Average 2267 66% 1229/1379 89%3424

MARKET POTENTIAL


IBS Bangalore 2015

Market Potential is the total amount of a product/service that

customers will purchase within a specified period of time at a

specific level of industry wide marketing activity or estimated

maximum total sales revenue of all suppliers of a product in a

market during certain period of time.

This is an important aspect of marketing since one has to do

market research related to his industry product which can be

business to consumer or business to business. Market potential is

basically carried out to know the strength in the industry also to

allocate the target to the sales force based on optimum market

research which normally includes the customer’s requirement

and their expansion plans, investment etc. With optimum

information a company can know amount of investment for a

product, also for a particular area.

Total Market Demand:-

The total market demand for a product or service is the total

volume that would be bought by a defined consumer group in a

defined geographic area in a defined time period in a defined

marketing environment under a defined level and mix of industry

marketing effort. Total market demand is not a fixed number but

a function of the stated conditions.


IBS Bangalore 2015

Market demand in the specific period

Market potential

Market forecast

Market minimum Planned expenditure

Industry marketing expenditures

Market demand as a function of Industry marketing

expenditures

Fig (1): Market Demand

Figure (1) shows the relationship between total market demand

and various market conditions. In this figure, upper limit of

market demand is called Market Potential.

Companies have developed various practical methods for

estimating total market demand.

A common method to estimate total market demand is as

follows:-

Q = n × q × p

Where Q = total market demand


IBS Bangalore 2015

n = number of possible buyers in the market

q = quantity purchased by an average buyer per year

p = price of an avg. unit

Benefits of Market Potential Analysis:-

Understand market potential for a single store, network of

stores or a new market.

Deploy resources effectively by ranking markets in priority

order.

Forecast total opportunity in terms of number of customers

and revenue potential.

Estimate your market share.

A market potential analysis may include:

A customer profile to understand where to find more like

them

Market penetration and market share reports showing

performance in existing markets and expected performance

in new markets

Market ranking reports allowing you to prioritize resource

deployment into new markets

A geographic view of market opportunity on detailed maps

Market potential can be expressed as a function of:44 RELIANCE VISION EXPRESS

PVT. LTD

IBS Bangalore 2015

The number of customers purchasing

Amount purchased

Frequency of purchase

Bottom Up or Top Down Market Analysis:-

A Bottom Up approach to market sizing starts with a

company customers. How much and often do they buy?

What is their profile? How many potential customers do

you have in the market based on your customer profiles?

How can you reach them?

A Top Down approach starts with market and industry

data. It takes a close look at a geographic market area and

profiles the consumers and/or businesses to let you know

their propensity to buy your products and services.

Estimating the market or market potential for a new business or

business expansion is critical in determining the economic

feasibility of a venture. But market potential is very essential for

the company and by knowing market potential a company can

make its position in the market by finding how many players are

there in that sector.

CATCHMENT ANALYSIS


IBS Bangalore 2015

Defining the location and the catchment area is a very

important element in developing the business of a retail store.

Different businesses have their respective key “P”s of the

marketing mix. For a manufacturing company it is their

“Product”, for the beverage giant it is “promotion” and for the

commodity business it is the “price”. However, for the retailers

the key P is the “Place”. Catchment is defined as the sphere of

influence from which the retailer is likely to draw its

customers. It is the area from where they expect to gather

customers and run their business.

Catchment area analysis is originally a study to identify an

ideal location for establishment of a new retail outlet but it can

be helpful to identify potential customer base in any

geographical area for existing retail outlets too. This analysis

includes study about various geo-demographic factors like

occupation, mother tongue, education standard, customer

profile, living style, buying power, etc. and help in

understanding customer preferences, accessibility in buying,

purchase intentions, buying patterns and likelihood of buying

for the group of products that the retailer deals with and level

of competition in that area.

The main attention in the context of catchment area analysis


IBS Bangalore 2015

usually focuses on the opening of new stores. However,

location decisions relate to the entire physical structure of

retail outlets and are thus more comprehensive. The types of

decisions for location analysis are

1. Opening of new stores,

2. Extension of floor space of existing stores

3. Relocation or movement of a store from one place to

another within a particular town or area where a better

site is available,

4. Rationalization decisions, e.g. the closure of individual

stores,

5. Refurbishment such as improving or updating the physical

environment of an existing outlet or changing the product

range and assortment (remerchandising).

The final outcome of catchment area analysis provides the

retailer an idea about number of customers who can visit

the store and kind of merchandise that will be in demand

and the stock he need to maintain in order to meet the

demand in selected location. Importance of catchment can

be seen in the point that if all retailers are offering the

same products and services within same price range and

quality standards than we can easily say that the 47 RELIANCE VISION EXPRESS

PVT. LTD

IBS Bangalore 2015

population within the catchment will do all its purchasing

at the nearest centre. However, in practicality it is not

possible that different retail companies are same and

people, have to travel to their preferred destination for

purchasing instead of their nearest one. Generally, it can

be consider that major retailers like department stores,

furniture warehouses will be destination sites. These sites

can attract people from greater distances because the

items are not common purchases and all are expensive or

provide the opportunity where a number of purchases can

be made from the one location. For these destination sites,

it is possible for consumers to travel more distance.

Similarly, a small neighbourhood store, or a small

departmental store, would have a catchment near very

small area, which can be no more than one or two

kilometre distance. As a retailer in

today’s multifaceted market, selecting the location for

your store is the most important decision, you will make

in your efforts to achieve success in retailing.

Retail location decisions typically follow a systematic

process that starts with a general assessment of geographic

areas and leads to a detailed assessment of specific site

characteristics.


IBS Bangalore 2015

This process can describe as a three-step selection

process:

1. Market selection: The first step is the consideration of a

region that has potential for a new retail store

2. Area analysis: Within the chosen region, a potentially

optimal area for the store is selected.

3. Site evaluation: In the chosen geographical area, the best

available site(s) are to be examined in terms of all features

that are relevant to potential store performance. This step

concludes with a final decision as to the specific site.

MARKET SELECTION

To have a successful store, we must know exactly whom we are

targeting, and why?

How do we go about finding our target market?

Know ourselves first – yes, all starts with close self

examination – we won’t be able to figure out whom our

business appeals to unless we know our products or services


IBS Bangalore 2015

inside out. In the eyewear industry, it is estimated that 35 per

cent of India’s population are in need of vision correction,

which may be done by surgery, laser therapy, spectacles or

contact lenses. However, only about 25 per cent of people have

their vision corrected. Approximately 94 per cent of these,

wear spectacles, 6 per cent wear contact lenses and 2.5 per

cent wear both.

The current size of optical retailing in India is estimated at Rs

2,700-3,000 crore, and is projected to grow over

Rs. 6,000 crore over the next five years. The split by categories

are : Spectacles 80%, Sunglasses 18%, Contact lenses 3%.

The major national players in the market are Vision Express,

GKB optical, Lawrence & Mayo, Titan Eye+. Vision Express is a

joint venture between Reliance Retail and Pearle Europe,

offering international designs and optical skills. We provide the

best quality eyewear and trendiest sunglasses to suit Indian

requirements. Vision Express provides the latest VX eyewear

and high value certified eye care

The basic requirement for our store depends on many factors

like location, store size, business targets etc. On an average we

would require a store size of 500-600—sq feet , with a

investment of 20-25 lakhs.


IBS Bangalore 2015

Consumers in metros like Delhi, Mumbai, Bangalore and other

tier I cities experiment with designs. A store must house all the

ranges to fulfill the need of trendy customers especially

between the age group 20-30 years.

But the taste is not that similar in small cities and towns. Tier II

Customer needs quality and look for more formal and classic

designs.

How to select the Target Market ?

1. Primary Business area (PBA) (Is the area surrounded by

suburbs/towns/districts which come into the location to

shop, work, conduct business, etc? Is it located with all mode

of accessibility? )

2. Secondary Business area (SBA) (Is the catchment area

surrounded by more health professionals like

dentists/physiotherapy/ENT specialists, etc? Is the

catchment area has more General Physicians? Is the

catchment area has major specialty hospitals?

3. Neighborhood Business area (NBA) (Is the catchment

area revolving around at least with 1 or 2 departmental

stores at a major intersection ? Is the catchment area

designed to satisfy needs of a neighborhood? Is there several

small stores with one major supermarket or variety stores?


IBS Bangalore 2015

Is it located in major residential area)

4. Shopping Centers (SC) (Is there any Centrally

owned/managed shopping centers (malls) located in the

catchment area? Are the stores complement one another? Is

it facilitated with very good parking facilities? Is there any

new shopping centres are planned nearby? )

5. Population Analysis (Is the area well populated? Workout

the population of the catchment area – what is the age/sex

mix with the population? Is the area populated with mass

people/working professionals/business people?

6. Competitors Analysis (Is our major competitors located in

the catchment area? Or the area is completely surrounded

by unorganized optical retailers? Are the local optical

retailers positioning medico optical or fashion optical

business?

How to select the Target People ?

It is essential for us to identify the set of people whom we want

to target ? We must understand the needs and expectations of

every individuals to create our target market.

The target audience must have similar needs, interests and

expectations.


IBS Bangalore 2015

To select our target people, it is essential for us to study and

define the following factors:

1. Lifestyle of the consumers .

2. Age group of the individuals

3. Income of the consumers

4. Spending capacity of the consumers

5. Education and Profession of the people

6. Gender

7. Mentality and thought process of the consumers

8. Social Status

9. Kind of environment individuals are exposed to

Always remember we would never be successful if we try to

impress everyone. We should be specific....

Identify individuals who show similar characteristics. Put them

in one group to create target market within a broad market.

Let us go through the below example:

Why do people use spectacles ?

Some would use it for vision corrections

Some would use it for eye protection 53 RELIANCE VISION EXPRESS

PVT. LTD

IBS Bangalore 2015

Some would use it for Reading

Some for a fair look and stylish

Target 1 – People use spectacles for Vision Corrections

Individual between age group 40 and above

Teenagers prefer to wear Contact lenses rather than

spectacles

Target 2 – People use spectacles for Eye Protection

Individual between age group 25 to 35 who rides

bike

Journalist who travel much and exposed in sunlight

IT Working professionals wear spectacles to avoid

computer vision syndrome

Target 3 – People use spectacles for Reading

Individual between age group 35 to 50 of addicted

book readers

Target 4 – People use spectacles for fair look and stylish

College students & Teenage girls wear spectacles for

stylish and fair look

Business People & Celebrities for special look


IBS Bangalore 2015

Area Analysis

In area analysis, first part is area mapping of desired location

and studies various geo- demographic variables in that

particular area. For this, we need to quantify the sizes and

potential of local market areas..

With the help of catchment area analysis we can divide the

total area into following three kinds of catchment areas,

1. Primary Catchment;

2. Secondary Catchment;

3. Tertiary Catchment;


IBS Bangalore 2015

Area Mapping:

Primary Catchment

The Primary Catchment is within 2-3km radius and within 0-

15 minutes drive to our store. It is the nearest area around to

our store. Maximum number of customers visits from this area.

People in this area will be having demand for all kind of

product offering from specific retail store

The areas are: Bhandup, Kanjurmarg, Mulund, Powai &

Vikhroli


IBS Bangalore 2015

Therefore the primary catchment of our store in Neptune

Magnet Mall is strategically situated amidst the densely

populated Mulund, Ghatkopar and Powai areas

Secondary Catchment

The Secondary Catchment is within 5-6km radius and within

15-30 minutes drive. The areas are:

Thane, Vidyavihar, Kurla, Chembur, Intl. Airport & Ghatkopar

Therefore the secondary catchment of our store in Neptune

Magnet Mall is the densely populated Thane, Vidyavihar and

Chembur areas besides being close to the International airport.

Tertiary Catchment

The Tertiary Catchment is within 10-15km radius and within

30-45 minutes of drive time. Our store will have marginal

number of customers from this area. Usually selected or some

loyal customers with specific demand will only visit the store

The areas are: Sion, Santacruz Airport – Domestic, Jogeshwari,

Goregaon & Parle. Therefore the tertiary catchment of our

store in Neptune Magnet Mall is the thickly populated Sion

Santacruz, Jogeshwari and Goregaon areas, and within 45

minutes of the domestic airport.


IBS Bangalore 2015

Catchment Area:

Catchment Area Analysis – Demographic featuresFollowing are the factors, which are to be analyzed for catchment area analysis.


Vision Express store in Neptune Magnet Mall

Primary Catchment Area – Bhandup, Kanjurmarg, Mulund, Powai & Vikhroli

Secondary Catchment Area – Thane, Vidyavihar, Kurla, Chembur, Intl. Airport & GhatkoparTertiary Catchment Area - Sion, Santacruz Airport – Domestic, Jogeshwari, Goregaon, & Parle

IBS Bangalore 2015

Primary Assessments and Analysis :

1. Define the catchment area of the location.

2. Population of the catchment area.

3. What is the average income (gross v disposable) of the

area?

4. Is the population growing, static, declining or changing its

mix?

5. What is the age/sex mix of the population?

6. Is the area a dormitory area? Or industrial area?

7. How many competitors do we have in the catchment area,

including local optical stores

8. How many General Physicians are there in the catchment

area?

9. How many other health professionals are there in the area ?

10. Can you access optical suppliers readily (mainly a question

for more remote rural areas)?

11. Are there new shopping centres planned within or adjacent

to the area?

12. What is transport like into the area?


IBS Bangalore 2015

13. What is parking like in the general area?

14. What are the crime rates like (especially break and enter)?

15. Is there a post office and bank(s) nearby (what are the

banks)?

16. Are there any major convenience stores or supermarkets

nearby?

17. Are there any major schools and colleges?

18. Are there any major hospitals and specialty institutions?

Secondary Assessments and Analysis:

1. What retail space is available in the area?

2. What is the cost of space per square metre, net?

3. Compare the positions of available space and its cost.

4. What are the lease terms?

5. Refurbishment costs (excluding fit out).

6. Is parking available within reasonable proximity to the

premises?

7. What is public transport like into the area?

8. How far away from public transport are the premises

located?


IBS Bangalore 2015

9. Are the premises themselves accessible to

elderly/disabled people? If not, can this be changed fairly

easily?

10. Are the premises in an area which is reasonably

secure after hours?

Tertiary Investigations:

1. Are there specific health regulations which need to be

followed?

2. Check the integrity of the building structure itself.

3. Are there any unusual restrictions on trading hours?

4. If you are in a shopping centre, for example, are you

required to open for extended hours?


IBS Bangalore 2015

Catchment area analysis report Electronic City :


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FINDINGS

After completing the survey and analysing the responses of the

persons contacted. I came across the following facts—

Consumer life style and spending pattern are changing, more

and more customers are visiting supermarket.

Demographics of Banglore is very nice for retail business. In

this area 38% people belong 26-35 age group category,

33.5% people belong to 18-25 age group category, and 14%

people belong to 36-45 age group category and rest other

age group.

Banglore is mixture of Joint family and Nuclear family

because 34.5% family are having only 5 family member’s,

30.75% family are having only 4family member’s, 13.5%

family are having 6 family member’s and 10.5% family are

having 3 family member’s.

Residents of Banglore are well qualified. 53.75% people are

Graduate, 34.5% people are Post Graduate and 7% people

have studied Intermediate/ S.S.C.

In Banglore, area most of the people are service man. 43%

people are job holders, 21.75% people are business man,

18.25% people are students and 6.45% women are house


IBS Bangalore 2015

wives, 10.25% people do other works. Among the women

respondent most of them are job holders or business

women. This finding indicates that earning person is the

decision maker for a family even for shopping or any other

work.

As we know in this area service holder people are maximum

and this shows their monthly income would be good. In this

area, 37.25% people earn 10,000-20,000 monthly, 26.25%

people earn more than 20,000, 19.50% people earn 5000-

10,000 and 17% people earn less than 5000 monthly.

71 % people go to Supermarket regularly for shopping only,

16.5% people go to Supermarket & Kirana Store both and

11.25% people got to Kirana Store for shopping only. This

finding shows that supermarket customers are more in

this area.

Most of the customers are not happy with the full payment

policy because which there are leaving the store without any

purchase.

Man power in vision express stores is less customers had to

wait for long hours.

Sales people are not giving any overview about the brand

and its international image.

When I go has mystery shopper none of the CSA are


IBS Bangalore 2015

interested in my companion. All are busy in their own work.

The optometrist does not explain about the most unique eye

testing being offered by vision express.

Time taken to deliver the product is too long all other stores

take max one day to delivery their product because they

have they own labs.

During catchment analysis most of the data was collected by

direct observation.


IBS Bangalore 2015

SWOT ANALYSIS

VISION EXPRESS

Parent Company RELIANCE

Category Retail

Sector Lifestyle and retail

Tagline/ Slogan Your Eyes Our Focus

USP Affordable frame

SWOT Analysis

Strength

1. Affordability for middle class

2. Quality,choice and convenience

3. Wide range of products and service offerings

4. Strong presence in European market

5. Attractive promotional offers

Weakness

1. Not known at Indian Local market market only

2.No different game plan according to divergent people, their lifestyles, their tastes

and budgets in India

Opportunity

1. To expand.

2. Entering into high premium segment

3.Opportunity to expand into financial services catering to huge segment

4. Increased rural penetration

Threats

1.Competitors Local presence

2. Future bazaar under debt can cause financial problems

3.Low priced brand perceived to be of low quality in Indian consumer minds

Competition

Competitors

GKB,

SHIVA VISION CARE


IBS Bangalore 2015

RECOMMENDATIONS

The contact lenses market in India is growing at CAGR of about

25 per cent. As per an industry estimate, sales of disposable

contacts is rising at about 30 per cent. In the sunglasses market,

premium sunglasses sales are growing at 40% and account for

30% of the overall sunglasses market.

REASONS

Ever changing consumer preferences.

Rising per-capita income.

Growing awareness amid consumers.

Eyewear becoming more of a fashion accessory and a

Lifestyle product.

Long working hours.

NOTE81 RELIANCE VISION EXPRESS

PVT. LTD

IBS Bangalore 2015

Awareness of VISION EXPRESS to the customer.

E Commerce.

Advertisement.

More involvement in PR activity.

Information to be reach to customer more clear.

Multi Branding.

Delivery time not too long.

More professionalism CSA.

Regular Audit of Shop.

Conclusion


IBS Bangalore 2015

For a start, these retailers need to invest much more in capturing

more specific market. Intelligence as well as almost real-time

customer purchase behavior information. The retailers also need

to make substantial investment in understanding/acquiring some

advanced expertise in developing more accurate and scientific

demand forecasting models. Re-engineering of product sourcing

philosophies-aligned more towards collaborative planning and

replenishment should then be next on their agenda. The message,

therefore for the existing small and medium independent

retailers is to closely examine what changes are taking place in

their immediate vicinity, and analyze Whether their current

market offers a potential redevelopment of the area into a more

modern multi-option destination. If it does, and most commercial

areas in India do have this potential, it would be very useful to

form a consortium of other such small retailers in that vicinity

and take a pro-active approach to pool in resources and improve

the overall infrastructure. The next effort should be to encourage

retailers to make some investments in improving the interiors of

their respective establishments to make shopping an enjoyable

experience for the customer.

As the retail marketplace changes shape and competition

increases, the potential for improving retail productivity and

cutting costs is likely to decrease. Therefore, it will become


IBS Bangalore 2015

important for retailers to secure a distinctive position in the

marketplace based on value, relationships or experience. I learn

how to behave in industries, how to work in group and also work in

pressure, how to be present in field work, during mystery analysis

how retail industries evaluate and examines performance of the store,

in catchment analysis how a particular place study to launch a new

store was learnt.

LEARNING FROM INTERNSHIP

Interning at VISION EXPRESS has been an entirely positive

experience. It has been inspiring to work with such a talented

bunch of people. Who are so clearly committed to what they are

doing.

I learnt the role and functioning of inventory management in

Optical industry.

I learnt how to survive in an organization.

How to turn around an out of hand situation in front of

customer.

I experienced working under pressure and achieving targets.

Multitasking while maintaining level of efficiency.

Importance of time management.


IBS Bangalore 2015

Communication with other departments like Marketing,

Operation and with HR.

I learnt to work on the software SAP.

File auditing

It helped me boosting my confidence.

Proposal writing for project helped me to improve my

written business communication.

Approaching different individuals helped me increase my

subject & Optical knowledge.

Final project writing helped me in projecting the idea in a

concise form to the best of my ability.

All helped me in understanding the working of the organization,

and my colleagues and manager always helped me in clearing my

doubts. As a whole my learning was tremendous and would be

always cherished.

REFERENCES


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www.google.com

www.visionexpress.in

www.encyclopedia.com

www.numbeo.com

www.googlemap.com

www.en.wikipedia.org


http://www.en.wikipedia.org/

http://www.googlemap.com/

http://www.numbeo.com/

http://www.encyclopedia.com/

http://www.visionexpress.in/

http://www.google.com/

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