Professional Documents
Culture Documents
Compartive of Landmark and Others Major Book Stalls
Compartive of Landmark and Others Major Book Stalls
SALES MANAGEMENT
PROJECT REPORT ON
BY GROUP: FAS 2
Batch: PGP/FW/2007-2009
1
PREFACE
FAS – 2
2
ACKNOWLEGDEMENT
As, we express our gratitude to all those who made this project possible,
we realize that the highest appreciation is not only to utter words but to live by
them.
3
UNDERTAKING
We here by declare that we have strictly adhered to the rules laid by the
Indian Institute of Planning and Management for completion of this project. The
findings and recommendations made in this report are based on the data’s
collected and analysis made on facts and figures. The interpretations are not
bogus or fictitious as we have done our project with utmost sincerity for the
sake of learning so as to gain an insight over sales management.
FAS – 2
4
TABLE OF CONTENTS
CHAPTERS PAGE
CHAPTER 1
Introduction 10
CHAPTER 2
CHAPTER 3
About Landmark 17
3.1 Overview 17
3.2 Takeover 18
3.3 Strategy 19
3.4 Milestones 20
3.5 Products offered 22
3.6 Culture & Values 24
3.7 Turnover 25
3.8 Other Competitors and study
26
CHAPTER 4
Methodology
5
4.2 Research Methodology 31
4.3 Data collection form primary sources
31
4.4 Scaling Technique
32
4.5 Questionnaire development and pre -
testing 32
4.6 Sampling
33
4.7 Field work
34
CHAPTER 5
Recommendations
71
CHAPTER 8
Limitations
74
Bibliography 76
Annexure 80
EXECUTIVE SUMMARY
6
In order to get an insight over sales management we have taken an
organized retail store which is very successful in market today and studied it
thoroughly in the view point of sales and carried out a research in order to find
out the reason of its success and the competitive edge it has over the other
retailers having similar concepts.
To carry out this study we have taken one of the most successful
organized retail store Landmark, through an extensive research we will find out
its position in the market and will identify the key areas where it can improve .A
questionnaire will be prepared and we will do a corporate survey to find out
why they prefer landmark over other stores. We will analyze the data obtained
from the research and give recommendations for landmark to increase their
competitive edge over its competitors.
7
CHAPTER 1
8
INTRODUCTION
1.1 INTRODUCTION
9
personal selling, including recruiting, selecting equipping, assigning, routing,
supervising, paying and motivating as these tasks apply to the personal sales
force.
Sales managers are responsible for organizing the sales effort, both within
and outside their companies. Within the company, the sales manager builds
formal and informal organization structures that ensure effective
communication not only inside the sales departments but in its relations with
other organizational units. Outside the company, the sales manager serves as a
key contact with customers and other external public and is responsible for
building and maintaining an effective distribution network.
10
Top management has the final responsibility because it is accountable for
the success or failure of the entire enterprise.
11
CHAPTER 2
12
AIM OF THE STUDY
13
2.1 AIM OF THE STUDY
For this study we have taken a very highly successful organised retail
chain landmark which is very competitive compared to other retail chains. So
our task is to find out why landmark have that competitive edge over other retail
chains and also to find out why corporate clients prefer landmark compared to
other retail chains. This study will definitely help us to have a practical
exposure of how sales should be carried out in a retail organization and how a
retail outlet can be successful in their business.
We will also find out if, any problems faced by the landmark. And we will
try to find out solutions for those problems and will give recommendations
which will be helpful for landmark to improve further in their sales and market
share.
14
CHAPTER 3
15
ABOUT LANDMARK
16
3.1 OVERVIEW
Landmark started its first store in Chennai at Apex Plaza, No-3, NH road,
Nungambakkam. Its corporate office is located in Nungmbakkam(Sai Towers,
No-110, Sterling Road, Opposite Loyola college).Landmark commenced its
operations in 1987 with a floor space of 5500 sq. ft. Landmark is the first large
format book retailer in India. Landmark currently has 10 stores, ranging in size
from 12,000 sq. ft. to 45,000 sq. ft, 3 in Chennai, 1 in Bangalore, 1 in Mumbai,
1 in Vadodara, 1 in Gurgaon, 1 in Pune, and 1 in Lucknow. Until 1996,
Landmark was focused on books, stationery and greeting cards and then added
music to its product portfolio and also started the trend of stocking curios, toys,
music, CDs and other gift items. Landmark's USP is the range and depth of its
stocks.
17
3.2 TAKEOVER
The seeds of the imminent sale were sown in May 2006 when Trent
bought 76% stake in the company while allowing Hemu Ramiah to continue to
run the business and remain as its chief executive officer.
At that time Tata's paid around Rs 104 crore. She however, did not
disclose the financial contours of the final transaction.
18
3.3 STRATEGY
Landmark is not only a book lover’s paradise but also a one stop shop for
all the leisure needs. Apart from books, landmark stocks a wide range of music,
movies, gifts, cards, toys, stationery, multimedia and more.
19
3.4 MILESTONES
1987
1991
Introduced the bar code, and became the first store to work on Sundays.
1994
1996
It introduced open displays, music section and became the first store to have
the listening section.
1999
2001
• Started landmarkonthenet.com
2004
20
2006
2007
Completes 20 years.
2008
21
3.5 PRODUCTS OFFERED
Books
Landmark has the widest range of titles i.e. over 100,000 titles across
different sections - bestsellers, business guides, fiction, biographies, computer
science, engineering, literature, marketing, art, cinema, religion, graphic novels
and many more.
Music
Stationery
Magazines
All English magazines published and available in India and abroad are
available at every Landmark store.
22
Gifts
The Gift section caters to the need of all age groups and corporate.
Home store
Toys
23
3.6 CULTURE & VALUES
Landmark Service:
Quiz Programs:
24
Loyalty Program:
Program Sponsorship:
3.7 TURNOVER
25
According to the market research Indian retail overview 2006, the
performance of some leading music and gift retailers show that retail pressure
during 2005 and 2006 grew by 20%. Further there was a growth of 13% in 2005
and 29% in 2006 in terms of outlets.
LANDMARK:
Landmark average contribution from books is only 25-30% where you they
make a margin of 25-35%. 20-25% comes from music where they get a margin
of 15-20% and 30-40% comes from gifts where they make 300% as majority of
the items are non-branded.
Landmark, the books and music store chain that has been acquired by
Trent had a turnover of rs.95 crores in 2005-2006 and it further increased to 105
crores in 2006-2007. Landmark eyes at Rs 500 crore turnover in the next 3
years.
ODYSSEY:
On the other hand, odyssey has been one of the fastest and organized
retail chains in India. Last year 2007-2008 it had a total turnover of Rs.24
crores.
26
3.8 Some of the other leading bookstores are:
Higginbotham:
Odyssey:
In the summer of 1995, Odyssey opened its flagship store in the
southern suburbs of Chennai in Adyar. The idea was to make people lose
themselves doing the good things in life, in a world that would make the
experience as rich as their varied interests – and forget the time.
27
Odyssey is a fully owned subsidiary of Deccan Chronicle
Holding Limited. Odyssey offers a range of popular fiction, non- fiction,
computing, specializing in self-help, health, management, food and drink,
travel, art and architecture, children’s books and international magazines.
Apart from books, the store has a collection of gifts, toys, music and
stationery goods. Odyssey maintains a good mix of product to suit customer’s
requirements and endeavours to keep abreast with the market dynamics and
latest trends.
Comparative Study:
Landmark is the biggest and most preferred book store in Chennai. It has a
vast collection of books and other accessories compared to the other book
stores.
Higginbotham is the oldest book store in Chennai, stocks mostly college and
school books and its collection of fiction and non-fiction books compared to
landmark are very minimal. Its corporate customers are basically educational
institutions.
Odyssey is a huge leisure store that has a vast range of products ranging from
books, stationary, CD’s, toys and gift articles. It is basically a retail store its
corporate business compared to landmark is nil.
28
CHAPTER 4
29
RESEARCH METHODOLOGY
30
4.1 RESEARCH DESIGN
The research design used here is exploratory research design for the
purpose of addressing the research problem. The primary objective of
exploratory research design is to provide insights and better understanding of
the situation faced.
31
4.4 SCALING TECHNIQUE
In our survey to find out the corporate behaviour towards the price,
quality of products sold, ambience, parking facilities, store working hours,
variety of products, approach of the sales person and to rate the knowledge of
the sales person the scaling technique we used was continuous rating scaling.
This technique was used in order to find out the common preferences towards
the behaviour of the group.
Pilot studies have been done among few random people, to test the
effectiveness of the questionnaire.
32
4.6 SAMPLING
One can say that the sample size must be an optimum size that it should
neither be large enough to give a confident interval of desired width and as such
the size of the sample must be chosen by logical process before the sample is
taken from the universe. In order to extract much feasible result through the
study a sample size of 25 has been taken for the study.
33
4.7 FIELD WORK
The field work done for our live project was that, we approached the
manager of Landmark and fixed an appointment to have interaction to convey
the details of our project we have undertaken. We had been to the corporate
office off landmark located near Loyola college to interview Mr. Ajay the sales
manager for landmark Tamil Nadu region and also we had been to the Spencer
and Nungambakkam branches of odyssey to have an interaction with the sales
force, through them we were able to get valuable information’s contributing to
our project.
To carry out the survey we had been to lots of corporate office all over
the Chennai to interview around 25 respondents.
34
CHAPTER 5
35
OBSERVATIONS &
CONCLUSIONS
36
1) In Chennai, prioritize the major book stores you can recall?
60
50
40
30
20 Respondents
10
0
landmark higginbothm odyssey oxford American Others
Book Stores
37
IMPRESSION:
According to the survey it was incepted that more than half of the
respondents could recall Landmark first, one fourth of respondents could recall
Higginbotham, and remaining was Odyssey, Oxford and Others.
Particulars Yes No
Respondents( in Percent ) 100 0
38
0%
Yes
No
100%
IMPRESSION:
As per the survey it was found that all the respondents have visited
Landmark for either personal or corporate purposes.
39
3) Which store you generally prefer to purchase books?
Respondents 56 24 12 4 0 4
(in Percent)
4% 0% 4%
12%
Landmark
Higginbothams
Odyssey
Oxford
56% american bookstores
24% others
IMPRESSION:
The survey says that 56% of the respondents preferred Landmark, 24%
preferred Higginbotham and 12% preferred Odyssey and 4% each of oxford and
other book stores
40
4) How did you come to know about that book store?
100%
others
80%
Word of mouth
60%
Promotional
40% activities
Internet
20%
Advertisement
0%
Landmark Higginbotham Odyssey
41
IMPRESSION:
It was found that “Word of mouth” was the major reason for the
popularity for the preferred book store.
42
80
70
60
50
40 Landmark
30 Higginbotham
20 Odyssey
10
0
choice& one stop access cost
varities hopping
IMPRESSION:
Ambience 71 33 33
43
offer and 7 0 0
promotion
Parking 21 0 33
facility
Customer 57 33 0
service
Location 14 33 66
One Stop 42 33 0
Shopping
80
70
60
50
40 Landmark
30 Higginbotham
20 Odyssey
10
0
Ambience Parking Location
Facility
IMPRESSION:
44
7) What did you like the most in Landmark?
8%
4%
variety of books
large space
air conditioning
53%
35% helping hands
IMPRESSION:
45
Most of the respondents feel that “variety of books” adds more
value to Landmark and other major reason are “Large space” and “Helping
hand.
100
80
60
Landmark
40 Higginbotham
Odyssey
20
0
Less than 1-3 years 3-6 years Above 6
1 year years
IMPRESSION:
46
It was found from the survey that an average of 1-3 years of
association with the particular store.
In Landmark
47
Quality of 0 0 27 40 33
product
Parking facility 0 20 36 14 30
Customer 0 7 21 43 29
service/custome
r approach
Variety of 0 0 29 43 28
products
60 Ambience
50 Cost
40
Quality of Product
30
Parking Facility
20
Customer Service
10
Variety Of
0 Products
Poor Fair Good Very Good Exce llent
Higginbotham
48
Parking facility 70 30 0 0 0
Customer 17 50 17 16 0
service/custome
r approach
Variety of 0 50 17 33 0
products
70
Ambience
60
Cost
50
Quality of
Product
40 Parking
Facility
30 Customer
Service
Variety Of
20 Products
10
0
Poor Fair Good Very Good Excellent
IMPRESSION:
49
Majority of the respondents are pleased with the ambience of landmark.
More than half of the corporate find the cost of the products are
reasonable.
Most of the buyers of Landmark are exceedingly satisfied with the quality
of the product.
More than one fourth of the corporate shares the option that the parking
facilities offered are more than satisfactory and remaining of the
customers feel there is lack of space
80% of the corporate are delighted with the customer service and
customer approach.
Almost all the corporate are extremely satisfied with the wide range of
products provided in Landmark.
50
10) How often do you shop in that store?
51
70
60
50
40
Landmark
30 Higginbotham
20 Odyssey
10
0
0-1 1-3 3-6 Above 6
months months months months
IMPRESSION:
11) Rather than books, what other kind of products do you generally buy
from that store?
52
Stationerie 42 17 33
s
Music & 71 33 33
CDs
Not 0 17 33
specific
100
80
60 Landmark
Higginbotham
40
Odyssey
20
0
Gifts Stationeries Music & Cds Not Specific
IMPRESSION:
53
12) What kind of books you buy from that store?
Magazine/Periodicals
Health
Odyssey
Higginbotham
Self-Motivation
Landmark
Com puter
Finance
Managem ent
0 10 20 30 40 50 60
54
IMPRESSION:
100-500 14 15 33
500-1000 36 28 33
1000-2000 29 14 34
2000-3000 14 28 0
3000 above 7 15 0
55
40
35
30
100-500
25 500-1000
1000-2000
20
2000-3000
15 3000 above
10
5
0
Landmark Higginbotham Odyssey
IMPRESSION:
Rs 2500 – 5000
Cash 57 71 67
56
Credit 43 29 33
80
70
60
50
Landmark
40
Higginbotham
30
Odyssey
20
10
0
Cash Credit
IMPRESSION:
The survey states 70% of the corporate prefer to pay through cash
purchase and 30% credit purchase.
57
15) Are you happy with the credit terms of payment?
particulars yes No
respondent 43 57
43%
yes
No
57%
IMPRESSION:
Almost all the respondents are happy with the credit terms of payment.
58
16) What is your mode of purchasing order?
59
90
80
70
60
50 Landmark
40 Higginbotham
30 Odysse y
20
10
0
Phone Visit Website Post
IMPRESSION:
60
17) If Landmark provides the facility to order via phone, will you switch to
Landmark?
Particulars Yes No
Higginbotham 50 50
Odyssey 33 67
70
60
50
40
Higginbotham
30 Odyssey
20
10
0
Yes No
IMPRESSION:
61
Almost one fourth of the respondents would switch to Landmark if
it provides the facility to order through phone.
18) Does that particular store deliver you the order in time?
Particulars Yes No
Landmark 93 7
Higginbotham 100 0
Odyssey 67 33
62
100
80
60 Landmark
Higginbotham
40
Odyssey
20
0
Yes No
IMPRESSION:
From the survey it was known that almost all the respondents feel
that the delivery is prompt & efficient.
63
Particulars Yes No
Landmark 100 0
Higginbotham 83 17
Odyssey 100 0
100
80
60 Landmark
40 Higginbotham
Odyssey
20
0
Yes No
IMPRESSION:
64
20) Are you given the preference/ priority as a corporate?
Particulars Yes No
Landmark 57 43
Higginbotham 67 33
Odyssey 67 33
70
60
50
40 Landmark
30 Higginbotham
20 Odyssey
10
0
Yes No
65
IMPRESSION:
Particulars Yes No
Landmark 79 21
Higginbotham 0 100
Odyssey 0 100
66
100
80
60 Landmark
Higginbotham
40
Odyssey
20
0
Yes No
IMPRESSION:
The main purpose for the visiting the website was to get knowledge on
variety of the books & its availability of products.
22) How do you prefer to be informed about the promotional/ discount offers?
67
Particulars E-mail SMS Telephone Post
Landmark 57 29 7 7
Higginbotham 50 33 0 17
Odyssey 0 66 34 0
70
60
50
40 Landmark
30 Higginbotham
20 Odyssey
10
0
E-mail SMS Telephone Post
IMPRESSION:
68
23) Do you think the store must keep some additional categories?
Particulars Yes No
Landmark 29 71
Higginbotham 50 50
Odyssey 0 100
69
100
90
80
70
60
Landmark
50
Higginbotham
40
Odyssey
30
20
10
0
Yes No
IMPRESSION:
It was incepted from the survey that almost all the respondents
were satisfied with the current categories that is been provided by Landmark.
24) Would you recommend that particular store to your colleagues &
Subordinates?
70
Particulars Yes No
Landmark 100 0
Higginbotham 100 0
Odyssey 100 0
100
80
60 Landmark
Higginbotham
40
Odyssey
20
0
Yes No
IMPRESSION:
Since most of the corporate are satisfied with the store they would
recommend to their friends, colleagues and Subordinates.
71
25) Are you aware of other branches of that store?
Particulars Yes No
Landmark 71 29
Higginbotham 0 100
Odyssey 33 67
100
90
80
70
60
Landmark
50
Higginbotham
40
Odyssey
30
20
10
0
Yes No
IMPRESSION:
Landmark: As the branches of Landmark are placed in 3 major areas of the city,
most of the respondents are aware of the other branches.
72
Higginbotham:
There is another branch which was near tidal park most of the people
don’t know that particular branch is situated.
Odyssey:
There are other branches of odyssey but only round 35 % of the people
aware of the other branches.
Particulars Yes No
Landmark 57 43
Higginbotham 33 67
Odyssey 0 100
73
100
80
60 Landmark
40 Higginbotham
Odyssey
20
0
Yes No
IMPRESSION:
The satisfaction of buyers takes a back seat here as the products are
bought & generally not delivered by the store.
74
27) Given an opportunity, will you buy in future from Landmark?
Particulars Yes No
Higginbotham 100 0
Odyssey 100 0
100
80
60
Higginbotham
40 Odyssey
20
0
Yes No
75
IMPRESSION:
76
CONCLUSIONS
CONCLUSION:
The corporate buyers find Landmark favourable to them, as they find all
their requirements under one roof. According to the survey, it was found that
more than half of the corporates preferred buying in Landmark. The familiarity
for Landmark was gained through ‘Word of Mouth’. And as per our finding we
77
came to know that corporates want to get informed about their promotional and
discounts offers through the mode of email. The primary reason for preferring
Landmark was because of the huge collection of collection of books, customer
services, and ambience and also for standard quality of the product. Besides
books, corporates also purchase stationeries, Music & CDs and gifts.
From the analysis of the survey it was also found that the corporates
would switch to landmark if the store provides the facility to order through
phone and delivery at their door step.
78
CHAPTER 7
79
RECOMMENDATIONS
7.1 RECOMMENDATIONS
80
Adequate parking facility should be provided to all the branches which
would be flexible to the consumers to shop from any three branches.
Coffee shop should be opened up in the store which would help the
customers to relax for sometime after heavy shopping.
All the sales personnel should be given intensive training to increase their
product knowledge.
81
CHAPTER 8
82
LIMITATIONS
8.1 LIMITATIONS
Time was a limiting factor so we were not able to explore more on sales
mangament
83
Organiztion was not willing to disclose more information pertaining to
sales, so it limited our practical exposure towards sales.
Most of the corporate were too busy to spend time for the interview.
84
BIBLIOGRAPHY
85
www.wikipedia.org
www.landmarkonthenet.com
www.chennaibest.com
www.chennaionline.com
86
ANNEXURE
87
88
89
90
91
QUESTIONAIRE
NAME:
AGE:
ORGANISATION:
a) Landmark
b) Higginbotham
c) Odyssey
d) Oxford
f) Others
a) Yes b) No
92
a) Landmark d) Odyssey
b) Oxford e) Higginbotham
b) Internet e) Others
c) Promotional activities
93
6) What is it in that store that you like the most?
94
9) Please rate the following according to your experience in the store
which you have chosen in Question 1.
Ambience 1 2 3 4 5
Cost 1 2 3 4 5
Quality of 1 2 3 4 5
product
Parking facility 1 2 3 4 5
Customer 1 2 3 4 5
service/customer
approach
Variety of 1 2 3 4 5
products
a) 0-1 month
b) 1-3 month
c) 3-6 months
11) Rather than books, what other kind of products do you generally buy
from that store?
95
a) Books d) Music & CDs
c) Stationeries
a) Management f) Health
b) Fiction g) Self-Improvement
c) Non-Fiction h) Finance/Accounts
d) Engineering i) Magazine/Periodicals
e) Computers j) Others
a) Credit b) cash
96
15) Are you happy with the credit terms of payment?
a) Yes b) No
a) Phone c) Website
b) Visit d) Post
17) If Landmark provides the facility to order via phone, will you switch
to Landmark?
a) Yes b) No
18) Does that particular store deliver you the order in time?
a) Yes b) No
97
a) Yes b) No
a) Yes b) No
a) Yes b) No
a) Product availability
c) Other purposes
a) E-mail c) Telephone
b) SMS d) Post
98
23) Do you think the store must keep some additional categories?
a) Yes b) No
a) Yes b) No
a) Yes b) No
99
26) Would you recommend that particular store to your colleges &
Subordinates?
a) Yes b) No
a) Yes b) No
a) Yes b) No
a) Yes b) No
100
101
102
103