Sales Promotions at malls

SALES PROMOTION PROJECT

January, 14th 2013

Conclusion & Suggestions

Current TrendsCustomers

SurveyTrade SurveyApproachObjectivesIntrodution

Sales promotion strategies & impacts in Indian malls

Submitted by Group#5Ilhan KHAN, Gaurav LALWANI, Ravi RAMCHANDANI, Shubhangi SARAF, Kanchan TIWARI, Mathilde DURAND, Marie GUILLEMOT, Ankit SETHI

Introduction


January, 14th 2013




Area: 42,000 - 210,000 sqftNumber of anchors: 1Anchor Type: SupermarketPrimary Trade Area: 2 – 3 km

Area: 1,40,000 - 490,000 sqft Number of anchors: 2 or moreAnchor Type: Discount Departmental Store, Supermarket, Home, ApparelPrimary Trade Area: 3 – 5 km

Infiniti Mall, Andheri

Area: 500,000 - 1,120,000 sqftNumber of anchors: 2 or moreAnchor Type: Full Departmental Store, Hypermarket, Fashion, ApparelPrimary Trade Area: 4 -12 km High Street Phoenix, Parel

Area: 1,120,000 + sqftNumber of anchors: 3 or moreAnchor Type: Full Departmental Store, Hypermarket, Fashion, ApparelPrimary Trade Area: 6 -25 km

Introduction

Shopping Malls (India)

Neighborhood Centre Community Centre Regional Mall Super Mall

Shopping Mall [shop-ing mall]NounA large retail complex containing a variety of stores and restaurants housed in a series of connected or adjacent buildings or in a single, large building.


January, 14th 2013




Mall specific Sales

Promotions

Special events and promotions

Mall wide saleCultural/Theme based events

Introduction


January, 14th 2013



SurveyTrade SurveyApproachObjectivesIntrodution Objectives &

Approach

Approach

Primary

Consumers Traders

Secondary

Internet

Magazines

Our General Approach :

Questionnaires were floated and filled by around 50 people

Direct interviews withcertain store

managers

1. To establish a relationship between various demographics and deal proneness

2. To get an understanding of the Malls’ and the Store’s attitude towards promotions

3. To establish the affinity of Consumers to Sales and Discounts

Our Objectives:

Introduction


January, 14th 2013



SurveyTrade SurveyApproachObjectivesIntrodution Approach

The Customer’s Questionnaire :

3. Affinity to Promotions

2. Importance given to different Sales promotions

1.Demographics

Introduction


January, 14th 2013



SurveyTrade SurveyApproachObjectivesIntrodution Trade Survey

•2 mastige brand, 2 luxury brand and 1 premium brand and multi-brand retail stores interviewed•Sales Duration•Discount Offered•Sales/Footfall Increase•Communication mode to existing customers• Mass media

Trade Survey :

Introduction


January, 14th 2013




Parameters

Sales Duration •No fixed period•Depends on Stock•Globally decided

•Jan to Feb•Twice a year•Globally decided

•45 Days•Twice a year

•One Month•Twice a year

•One Month •Twice a year & on local festivals

•Twice a year•Sale continues till stock lasts

Discount Offered

•Not Fixed•Try to change every year

•40-50% discount•Gradually increases to 70%

•30-40% discount

•Usually flat 50%•This year in multiples of 13 (13, 26,39..)

•30-50%•Discount increases gradually

•10-70% discount•Discount increases gradually

Increase in Sales & Footfall

Not disclosed •80-100% increase in footfall by

•30-40% increase in footfall

20-30% increase in footfall

• Increase of 40-50% in footfall & 20-30% in billing

•30-40% increase in footfall

Communication No comm •Messages to existing customer•Ads in print & internet

•Messages to existing customer•Ads in print & internet

•Messages to existing customer•Catalogues



Introduction


January, 14th 2013




A Premium Multi-Brand Retail Store, Madura Group

• Each salesman has its own clientele list and is responsible for all the business from them

• Publishes catalogue of the latest collection• Has a preview for loyal customer a week prior to when the Sale

starts• This year(2013) the discount offered are in multiples of 13 (13%,

26%,39%..)• Minimalistic boards of Sale & percentage of Sale on individual

products is nowhere mentioned• Send gifts such as passes for a customer’s favorite club on his

Birthday/Annivarsary• Private Labels are never on Sale

Introduction


January, 14th 2013




Most Successful Sales Promotion:

Flat 50% Sale

Decision to offer Sale made from Global HQ

Existing loyal customers are informed through

Messages and Personal Calls in Week 0

Stores opens the Sale to people at large

May advertisements promotions in newspapers

Increase discount gradually as the Sale season progresses

Franchise take a call to extend the Sale beyond

the normal period

ATL activities: Publish in Leading newspaper and Internet

Introduction


January, 14th 2013




No loud sales promotion / communication inside mall premises

Huge sales promotion banner display in mall

Sales promotion activities are done independently by the stores

Close coordination with brands in sales promotion activities

No activity by the mall to promote shopping

Special days like “Infinity mall on 50% off”

Comparison between high end mall and mid size mall:

Introduction


January, 14th 2013



SurveyTrade SurveyApproachObjectivesIntrodution Customers

Survey

Demographic Analysis

18-25 26-35 36-45 46-550

102030

Age

56%44%

Gender

MaleFemale

8%

52%10%

30%

Occupation

BusinessServiceHouse KeeperStudent

<10000 10000-20000 21000-40000 >400000

10

20

30

Family Income

Introduction


January, 14th 2013




Survey

4%

40%

30%

26%

Do you wait for sales promotion?

Can't sayNoSometimesYes

4% 8%

28%60%

Do you buy more during sales promo-tion?

Can't say No

Sometimes Yes

4%

36%

20%

40%

Do you switch Brands during sales promotion?

Can't sayNoSometimesYes

78% of the people surveyed either buy a brand on deal or

prefer to wait to take advantage of the same

Deal Proneness

Introduction


January, 14th 2013




Survey

Deal Proneness & Demographics

Age

Income

Introduction


January, 14th 2013




Aspects

Occupation

Gender

Deal Proneness & Demographics

Introduction


January, 14th 2013




Aspects

Deal Preference

Contests

Luck

y draw

Loya

lty pro

grammes

Buy One Get O

ne free

Free gi

ft

Exchan

ge offer

Refunds/Cash

Back

Discount

Coupons

Stock

cleari

ng sale

0%

20%

40%

60%

Population

Population

Introduction


January, 14th 2013




Survey

Hypotheses TestingH0: There is significant relationship between consumer attitude toward cash

discount offers and age groups.

H0: There is significant relationship between consumer attitude toward cash discount offers and free gift.

Introduction


January, 14th 2013




Survey

Hypotheses TestingH0: There is significant relationship between mall loyalty and coupon offers.

H0: There is significant relationship between deal proneness and income group.

Introduction


January, 14th 2013



SurveyTrade SurveyApproachObjectivesIntrodution Conclusion

& Suggestions

Suggestions : Increase Mall’s Management• Data Collection & Analysis: in order to make

a targeting as relevant as possible

• Loyalty Program: to attract and retain customers, and add extra value to their shopping experience

• Specific promotions from the mall itself(regardless of brand promotions strategies) : i.e coupons check book

• Communication through Mall’s Brand : to make customers more conscious about mall sales promotion

Introduction


January, 14th 2013




Thank you for your attention.

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Sales Promotions at malls

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