VISUAL

MERCHANDISING--
SWOT ANALYSIS

Submitted by:

Swet Kumar sinha

 INTRODUCTION:

Name of the store : Chunni lal mega mart

Address : Laxmi complex
Boring road, Near HDFC
Patna- 800001
Product category : Jeans, trouser, casual
shirts, formal shirts, t-shirts,
Bermudas, track suits, etc.
ENTRANCE
Brands : Van Heusen, Levis, Allen Solly, local brands etc

About Chunni Lal Mega Mart

Chunni lal mega mart was started with a very small one room departmental store.
The shop was hardly known by anybody, when it was started. Gradually it started gaining
people's attention as a departmental store and within a year it has became the city's one of
the biggest departmental store serving around 1200-1500 customers a day.

Chunni lal mega mart has been serving its customers from around last 3 years with
targeting more than 60-70% customer satisfaction. It is a type of sole-proprietorship
ownership business.

Earlier it was a small general store located in Laxmi complex near HDFC bank at
Boring road. But in the year 2006 it actually converted into a complete departmental store.

With major competitors like 9to9 (boring road) , Maurya lok etc this retail outlet has
managed to get an edge over its competitors in a variety of ways which will specifically be
highlighted in its strengths that were quite obvious and observable as one enters this full-
fledged amazingly systemized retail outlet.
STRENGTHS:

Huge variety of all consumer goods (i.e. A customer is likely to find all this and
more under one roof, means it’s a ONE STOP SHOPPING experience )

Hence, in this way it ensures that PRODUCT INNOVATION is sensitively

analyzed so that the customers don’t find any reason to switch to other competitors.

Separate sections for all types of customers from kids to women, household, man
etc. This is done to specifically focus on each segment and to equally improve each
section in the store with the intention of not compromising on any segment’s quality,
maintenance, availability or reliability.

Offers and sales are explicitly mentioned. E.g. Super sale, discount price, BUY
ONE GET ONE FREE.

Reasonable/discounted prices compared to other large super stores in the city.

Located in commercial and prominent area of boring road which can be easily
accessible by all.

WEAKNESS:

We personally observed and experienced lot of things while we were at Chunni lal mega
mart and as an observer we find out different type of weaknesses in their products,
services, processes and management as well which requires innovation to generate more
sales and satisfy their customers.
THE AREA WAS SO CONGESTED:
The area of CHUNNI LAL MEGA MART was so congested and there was also a
lack of space between rows due to which customer face difficulty to walk in the
shop and buy the items.

NO IDENTIFICATION OF BRAND PRODUCTS:

Different branded products are placed at different shelves and at different locations
and customer faces difficulty to find out those products which they actually want.
 NO PROPER UNIFORM FOR THE EMPLOYEES:
It was difficult to recognize the employees and makes the difference between
salesman and customers while we were observing there.

OPPORTUNITIES:

Chunni lal is no doubt one of the leading departmental stores in PATNA market. It
competes on its low price and large variety of products however there are few neglected
areas which are needed to be given attention some of
these unexplored opportunities are stated below:

Unique products:
Although Chunni lal mega mart has a huge
variety of products belonging to the same
category still the lack when it comes to the
cosmetic section, they have kept only a limited
and the products of some renowned popular in
demand brands are missing.

Size and space:

As being observed, smaller size and space remains the problem of Chunni lal mega
mart however they are working on it. Shortly they are trying to overcome by having
greater size, proper shelving and huge space for customer convenience.

Stock management:
Stock management techniques are not good at present in Chunni lal mega mart. The
stock comes in a huge number and that is precisely the reason why they do not indulge
themselves in managing the stock.

THREATS:

Despite Chunni lal mega mart pricing strategy and other strengths; it faces a few
threats from its competitors such as 9to9 (boring road), Maurya lok etc. Generally,
type of competitors, size of competitors, and strengths of competitors are main threats
for Chunni lal. And these threats may drive Chunni lal customer traffic towards its
competitors. Some of the threats are as follows:
Other than hygienic conditions Chunni lal mega mart store is based only on 1 floor
with jam-packed area, instead 9to9 , Maurya lok are based on more than 1 floors,
open shopping area

The goods should be displayed on shelves in the correct position and place as shelves
contribute in increasing the product appeal and that can help convert potential into
actual customers. And so, there is sometimes improper shelving of products mainly in
rush periods at Chunni lal, and people find difficulty in product identification and to
find the needed product. Whereas at 9to9 and Maurya lok, products are properly
shelved at all times and so customers find easy

Stores like 9to9 and Maurya lok has a very attractive outlook which tempts the
customer into visiting the super market. The placement of the goods and the store
format is such that it tempts the customer into walking around the store and having a
look at all the items. The displays on the shelves within these stores are organized and
it helps the customers reach for products easily. The customers feel relaxed and
comfortable while shopping. But Chunni lal mega mart doesn’t have such an attractive
outlook which pulls customers to it.
 Vishal Mega Mart
Name of the store : Vishal mega mart
Address : Frazer Road,
Patna- 800001

Product category : Jeans, trouser, casual shirts, formal shirts, t-shirts,

Bermudas, track suits, accessories and food-bazaar

Brands : In House brands

About Vishal Mega Mart

Vishal mega mart is one of the mass merchandise stores in Patna. The
store has been proved to be a very successful store in Patna. The store has
divided itself into two floors. Floor 1 has all the FMCG goods as well as
accessories, whereas floor 2 has apparel section as well as sports equipments.
The store is using tube lights hanged from the roofs for lightning purpose. The
store is also using 5 reflectors.
The major competitor of the store is Patliputra Shoppers Plaza situated at
Maharaja complex. The store has maximum number of footfalls in the city.
STRENGTH:

Brand image
One stops shopping experience within a single store.
Location advantages
Low pricing strategy compared to other stores.
Good parking facility
Reasonable/discounted prices compared to other large super stores in the
city is very low
Separate section for different types of products
Various no. of cash counter for easy payment

WEAKNESS:
PRODUCTS ARE PLACED HAPHAZARDLY IN THE SHELF
For example different brands of soaps are placed in 1 shelf haphazardly like lux,
dove, cinthol, Dettol, Harmony soaps etc and we found difficulty in finding them

LACK OF TRAINING OF THEIR EMPLOYEES:

They did not provide proper training to their employees due to which both faces
difficulty, the management itself and customers as well and ultimately the whole
impact is on the organization.

NO MANNEQUINES PLACED
As we have observed that no mannequins are placed in the store it can act as a
disadvantage to the store, because it cannot portray the new collection to the
consumers.

NO PROPER LIGHTNING EFFECT:

No proper lightning effect in the store. The store is only dependent on tube lights
and halogens. The store is unable to focus on the premium merchandise and unable
to create a pleasant ambience.
OPPORTUNITIES:

ONLINE STORE:
Another area that remains untreated is of getting online. Vishal mega mart has not
yet explored the advantages of being clicks and bricks. This can give them a chance
for service innovation by differentiating from its competitors. A website is
constructed for this purpose but is yet to be activated in providing services through
online.

IMPROVEMENT IN VISUAL MERCHANDISING:

Visual merchandise acts as a silent salesman. So there is a huge opportunity to cater
to the untapped market.

THREATS:

Coming up of the big players like Big Bazaar etc in city like Patna, which can
hamper the market share of vishal mega mart.

Quick service and immediate response always attract customers. And at vishal
mega mart there is slow service by the employees at cash counters & within
floors , which can hamper the image of vishal brand
 9 to 9 Supermarket
Name of the store : 9 to 9
Address : Bander Bageecha,
Patna- 800001
Product category : Jeans, trouser, casual shirts, formal shirts, t-shirts,
Bermudas, track suits, accessories, stationery and
FMCG.
Brands : National as well as international brands

About 9 to 9 Supermarket
9 to 9 is the departmental store located at Bander Bageecha, near
Maurya lok. The store is known for its ambience. The store is divided into
two floors 1st floor is having FMCG products and an ice-cream parlor where as
2nd floor is having apparels and accessories. The store is just adjacent to Yo-
china, so is able to catch more youthful population. The store is having a beauty
parlor for girls which also act as a strategy for increasing the foot falls in the
store.
STRENGTH:

Ambience of the store

Good display of merchandise

It is also one stop shopping

Customer satisfaction

- Employees are well trained.

Good display of merchandise.

WEAKNESS:

Location of the store

Not giving much interest on visual merchandising

Availability of cash counters i.e. only one cash counter

Lack of parking space

No trial rooms and proper guidance.

No latest collection available

Lighting was not properly focused

Not using much mannequins for merchandise display

OPPORTUNITIES:

Parking valets:
They can also innovate their service by providing complimentary parking valets it
will drive more customers towards them.

Online store:
Another area that remains untreated is of getting online. 9 to 9 has not yet explored
the advantages of being online experience. So with this online network it can give
them a chance for service innovation by differentiating from its competitors.

Introduction of loyalty cards

Because of having a large loyal customer base

Introduction of new shoes section

THREATS:

Non availability of latest merchandise

New upcoming malls in Patna market

Specialty stores coming up.

 PATLIPUTRA SHOPPERS PLAZA
Name of the store : Maharaja complex departmental store
Address : Fraser road
Near railway station
Patna
Product category : Jeans, trouser, casual shirts, formal shirts, t-shirts,
sarees accessories, chocolates, shades etc
Brands : Zodiac, Van Heusen, Levis, Allen Solly, local brands
etc

About Patliputra Shoppers Plaza

Maharaja complex is one of the biggest stores in Patna. The store has a wide
variety of range available. The store is situated only 1 kilometer away from the railway
station. The store is having a good goodwill in the market. The store is known for quality
merchandise and products. It is the one of the oldest and famous store in Patna. The
store is regarded as well known departmental sore, earning a good reputation in the
Patna market.

STRENGTH:

Strong location benefits

- Like nearer to railway station. So it can also cater the peoples passing near to
those areas.

Best infrastructure among all the stores in Patna

 Large range of merchandise

Goodwill / reputation of store in Patna market

WEAKNESS:

The area of maharaja complex was congested, so because of that customers find it
difficult to walk within the store.

Improper sequence of product display

Lighting effects was not good in store

Mannequins were not placed properly

No proper display of merchandise according to the season.

OPPORTUNITIES:

The floor area held by maharaja complex is very large; they can still utilize it in a
very efficient way.

A good visual merchandise display can help the store to boost up the sales.
Has the ability to invest on the latest fixtures and creating a good lighting effect.

THREATS:

Competitors still working hard on visual merchandise, they still have better display
of merchandise, lighting effect, use of fixtures and mannequin’s.
 JALAN SHOP
Name of the store : Jalan shop
Address : Kankarbagh
Patna
Product range:
Ladies wear- sarees,lehenga

Mens wear- shirt,fabrics,handloom itoms

Kids wear- Jewelleries, aceesseries

- Tailoring facilities

Brands : Local brands, Digjam, Raymonds, Belmonte etc