MARKETING

PROJECT
 TOPIC NAME: Visit to a retail store

Store’s name: Centrepoint, Ibn Battuta - Dubai

Student’s name: Anuj Shukla
Class: 12E
Roll no: D11175
Few pics of real visit:
 ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have
been possible without the kind support and help of many
individuals and my school. I would like to extend my sincere
thanks to all of them.

I am highly indebted to Ms. Sharmishtha Bose for her guidance

and constant supervision as well as for providing necessary
information regarding the project & also for her support in
completing the project on the topic
“VISIT TO RETAIL STORE”. This research project helped me
in gaining many new insights in the field of WHOLESALING
AND RETAILING.

I would like to express my gratitude towards my Principal

Ms.Rashmi Nandkeolyar for her kind co-operation and
encouragement which helped me in completion of this project.

I would like to express my special gratitude and thanks to my

parents and friends who helped me in finalizing this project
within a limited time frame.
 Sr. Topic Signature
No
1 Introduction
2 History of Store
3 Hierarchy-organization
structure
4 Growth profile
5 Sales profile
6 Branches
7 Positioning
8 Head of office
9 Shop Décor
10 Functioning of the Store
11 Supplier
12 Marketing Mix
13 Advertisement
14 Targetting
15 Environmental Concerns
16 SWOT Analysis
17 Competition
18 Bibliography
INDEX
 INTRODUCTION
The Centrepoint Store, a renowned retail destination, has become a
cherished haven for shoppers seeking an exceptional retail experience.
Nestled in the heart of bustling city centers, Centrepoint Store has
emerged as a beacon of style, quality, and convenience. With its
expansive range of products, unparalleled customer service, and
captivating ambiance, the store has firmly established itself as a trusted
household name. From fashion enthusiasts to tech aficionados,
Centrepoint Store caters to a diverse clientele, offering a
comprehensive selection of products across various categories.
Shoppers can explore the latest trends in clothing, footwear,
accessories, beauty, and home decor, all under one roof. With an
unwavering commitment to quality, the store showcases renowned
local and international brands, ensuring that customers have access to
the best-in-class products. What sets Centrepoint Store apart is its
exceptional customer service. Knowledgeable and friendly staff
members are always on hand to assist shoppers, providing personalized
recommendations and guidance. Whether it's finding the perfect outfit
for a special occasion or discovering the ideal gift, the dedicated team
at Centrepoint Store goes above and beyond to ensure a memorable
shopping experience. Moreover, the store's inviting ambiance and well-
designed layout create a seamless and enjoyable journey for visitors.
The carefully curated displays and thoughtfully arranged sections make
it effortless for shoppers to navigate through the store and find exactly
what they need. In summary, Centrepoint Store stands as a retail oasis,
captivating the hearts of shoppers with its diverse product offerings,
exceptional customer service, and inviting ambiance. Step into
Centrepoint Store, and prepare to embark on a delightful shopping
adventure.
 History of Store
Centrepoint Store has a rich history that dates back several decades. It
was first established in the late 1970s, with its flagship store opening in
Kuwait. From its inception, Centrepoint Store set out to revolutionize
the retail industry by offering a comprehensive range of products under
one roof. The store quickly gained popularity among shoppers for its
diverse selection, high-quality merchandise, and exceptional customer
service. Over the years, Centrepoint Store expanded its presence across
the Middle East, opening multiple locations in countries such as Saudi
Arabia, the United Arab Emirates, Bahrain, and Oman. With each new
store, Centrepoint solidified its reputation as a trusted retail
destination, providing an unmatched shopping experience. Today,
Centrepoint Store continues to thrive, embracing the evolving needs
and preferences of its customers, while maintaining its commitment to
excellence and innovation in the retail industry.
 Hierarchy-organization structure
The organizational structure of Centrepoint typically follows a
hierarchical framework that enables efficient management and
coordination of various functions within the company. Here is a general
outline of the hierarchy and organization structure:
Chief Executive Officer (CEO): At the top of the hierarchy is the CEO,
who holds overall responsibility for the strategic direction and success
of Centrepoint. The CEO makes key decisions, sets company goals, and
oversees the overall operations.
Executive Leadership Team: The executive leadership team consists of
high-level executives responsible for specific functional areas, such as
operations, finance, marketing, human resources, and merchandising.
They work closely with the CEO to develop and execute strategies, drive
growth, and ensure effective management of their respective
departments.
Regional Managers: Centrepoint operates across various regions, and
each region is typically managed by a regional manager. The regional
managers oversee multiple stores within their designated area,
ensuring consistent implementation of company policies, monitoring
performance, and driving sales and customer satisfaction.
Store Managers: Each Centrepoint store has a store manager who is
responsible for the day-to-day operations of the store. They oversee all
aspects of the store, including sales, inventory management, customer
service, and staff supervision. The store manager plays a critical role in
maintaining a positive shopping environment and achieving sales
targets.
Department Heads: Within each store, there are department heads or
supervisors responsible for specific departments, such as clothing,
footwear, accessories, beauty, or home decor. They oversee the
merchandising, inventory management, and performance of their
respective departments.
Sales Associates: Sales associates are the frontline staff who interact
directly with customers. They assist shoppers, provide product
information, process transactions, and ensure a positive shopping
experience. Sales associates may also be assigned to specific
departments based on their expertise.
It's important to note that the specific structure and hierarchy of
Centrepoint may vary based on the company's size, organizational
strategy, and operational requirements. The outlined structure
provides a general understanding of the key roles and responsibilities
within the organization.
 Growth profile
Centrepoint has exhibited a strong growth profile throughout its
history, expanding its presence and market reach over the years. Here
are some key aspects of Centrepoint's growth profile:
Store Expansion: Centrepoint has embarked on an aggressive store
expansion strategy, continuously opening new stores in various
locations. This includes expanding within existing markets and entering
new markets. The company aims to increase its footprint and
accessibility to customers, offering a wider range of products and
services.
Regional and International Expansion: Centrepoint has extended its
operations beyond its initial markets in the Middle East. The company
has expanded into international markets, establishing a global
presence. This expansion strategy allows Centrepoint to tap into new
customer segments, explore emerging markets, and diversify its
revenue streams.
Brand Acquisitions and Partnerships: Centrepoint has engaged in
strategic brand acquisitions and partnerships to strengthen its product
portfolio and enhance its market position. By collaborating with
renowned local and international brands, Centrepoint has been able to
offer a diverse range of products and attract a broader customer base.
E-commerce and Digital Transformation: Centrepoint has embraced
the digital era by investing in e-commerce and digital transformation
initiatives. The company has launched an online platform, allowing
customers to shop conveniently from anywhere. This digital presence
has opened up new avenues for growth and expanded Centrepoint's
reach beyond physical stores.
 Customer Loyalty and Engagement: Centrepoint prioritizes customer
loyalty and engagement, implementing various strategies to enhance
the customer experience and foster long-term relationships. This
includes loyalty programs, personalized marketing campaigns, and
initiatives that encourage customer feedback and interaction.
Product Diversification: Centrepoint has continuously expanded its
product offerings across multiple categories, catering to a wide range of
customer preferences. By diversifying its product range, Centrepoint
aims to meet the evolving needs of its customers and stay ahead of
market trends.
Overall, Centrepoint's growth profile is characterized by its
commitment to expansion, both geographically and in terms of product
offerings. The company's strategic initiatives, customer-centric
approach, and embrace of digital transformation have contributed to
its ongoing growth and success in the retail industry.
 Sales Profile
Revenue Streams: Centrepoint generates revenue through the sale of
various products across different categories, such as clothing, footwear,
accessories, beauty, and home decor. The sales performance of each
category contributes to the overall sales profile of the store.
Seasonal Variation: Retail sales often exhibit seasonal fluctuations.
Centrepoint's sales profile may be influenced by factors such as holiday
seasons, festive occasions, and weather conditions. Certain times of the
year may witness higher sales volumes and revenue, while others may
experience slower periods.
Marketing and Promotions: Centrepoint likely employs marketing and
promotional strategies to attract customers and boost sales. These
initiatives can include advertising campaigns, discounts, loyalty
programs, special events, and collaborations with brands or influencers.
Customer Demographics: Understanding the demographics of
Centrepoint's target customers is crucial for shaping its sales profile.
Factors such as age, gender, income level, and lifestyle preferences
influence the purchasing decisions of customers and can impact the
sales performance of specific products or categories.
Online Sales: With the rise of e-commerce, Centrepoint's online sales
may significantly contribute to its overall sales profile. Online platforms
enable customers to shop conveniently, expanding Centrepoint's reach
beyond physical stores and potentially driving sales growth.
Market Competition: The retail industry is often competitive, and
Centrepoint likely faces competition from other retailers in the markets
it operates in. The competitive landscape can impact the sales profile as
Centrepoint strives to differentiate itself and attract customers through
unique offerings and exceptional customer service.
 Branches
Centrepoint Store has expanded its presence across multiple countries,
including:
Kuwait: As the birthplace of Centrepoint, Kuwait hosts several
branches of the store, including its flagship location.
United Arab Emirates: Centrepoint has a strong presence in the United
Arab Emirates (UAE), with multiple branches in cities like Dubai, Abu
Dhabi, Sharjah, and Al Ain.
Saudi Arabia: Centrepoint operates numerous stores in Saudi Arabia,
with branches in major cities such as Riyadh, Jeddah, Dammam, and
Khobar.
Bahrain: Centrepoint has established a significant presence in Bahrain,
with branches located in cities like Manama and Muharraq.
Oman: Centrepoint has expanded its reach in Oman, operating stores in
cities like Muscat and Salalah.
Qatar: Centrepoint has a presence in Qatar, with branches in Doha and
other key locations.
Egypt: Centrepoint has expanded into Egypt, with stores in Cairo,
Alexandria, and other major cities.
Jordan: Centrepoint has established branches in Jordan, with stores in
Amman and other key areas.
Lebanon: Centrepoint has a presence in Lebanon, with stores in Beirut
and other major cities.
India: Centrepoint has expanded its operations into India, with
branches in cities like Mumbai, Bengaluru, and Chennai.
 Positioning
Centrepoint Store positions itself as a leading retail destination that
offers a unique combination of style, quality, and convenience to its
customers. The store aims to provide a diverse range of products across
various categories, catering to the needs and preferences of a wide
customer base. Here are some key elements of Centrepoint Store's
positioning:
Comprehensive Selection: Centrepoint strives to be a one-stop-shop
for customers, offering a comprehensive selection of products. From
clothing, footwear, and accessories to beauty, home decor, and more,
Centrepoint aims to fulfill the diverse shopping requirements of its
customers.
Quality and Value: Centrepoint emphasizes the importance of quality
and value in its product offerings. The store curates a collection of
renowned local and international brands known for their quality and
craftsmanship, ensuring that customers have access to products that
meet their expectations while offering competitive pricing.
Convenience and Accessibility: Centrepoint focuses on providing
convenience and accessibility to its customers. With numerous store
locations, including flagship stores in key cities, Centrepoint aims to be
easily accessible to shoppers. Additionally, the store's online platform
offers the convenience of shopping from anywhere at any time.
Fashion-forward and Trendy: Centrepoint aims to stay abreast of the
latest fashion trends and styles, offering customers a wide range of
fashionable and trendy products. By curating a collection that reflects
current fashion preferences, Centrepoint seeks to cater to the evolving
tastes and preferences of its customers.
Customer Service: Centrepoint places a strong emphasis on exceptional
customer service. The store strives to create a welcoming and helpful
shopping environment, with knowledgeable staff members ready to
assist customers and provide personalized recommendations and
guidance.
Family-Focused Approach: Centrepoint positions itself as a family-
friendly store, catering to the shopping needs of individuals across all
age groups. Whether it's clothing for children, teens, or adults,
Centrepoint aims to provide options that appeal to the entire family.
 Head office location
The head office of Centrepoint is situated in Kuwait City, Kuwait. This
vibrant and bustling city serves as the central hub for Centrepoint's
operations and strategic decision-making. Located in a prominent
business district, the head office provides a conducive environment for
collaboration, innovation, and effective management of the company's
diverse retail offerings. From this central location, Centrepoint's
dedicated team works diligently to drive the growth and success of the
brand, ensuring that it continues to meet the evolving needs of
customers and maintain its position as a leading retail destination in the
region and beyond.
Shop décor
 Functioning of the Store
Centrepoint Store operates as a retail establishment with a focus on
providing a seamless and enjoyable shopping experience for customers.
Here is a brief overview of how Centrepoint functions:
Product Selection and Merchandising: Centrepoint carefully curates a
wide range of products across various categories, including clothing,
footwear, accessories, beauty, and home decor. The store selects
reputable local and international brands known for their quality and
style. The merchandise is then organized and displayed in an appealing
and user-friendly manner, making it easy for customers to browse and
find what they need.
Store Operations: Centrepoint Store operates with a team of dedicated
staff members who manage the day-to-day operations. This includes
maintaining inventory levels, ensuring product availability, restocking
shelves, and creating visually appealing displays. Staff members are
trained to provide exceptional customer service, assisting shoppers
with inquiries, offering product recommendations, and facilitating
smooth transactions.
Customer Experience: Centrepoint prioritizes providing a positive and
memorable shopping experience for customers. The store aims to
create an inviting and comfortable environment, with well-designed
layouts, attractive displays, and well-trained staff members who are
attentive and helpful. Centrepoint also emphasizes personalized
customer service, ensuring that each shopper feels valued and
attended to throughout their visit.
Sales and Promotions: Centrepoint implements sales and promotional
strategies to attract customers and drive sales. This includes offering
discounts, seasonal sales, loyalty programs, and special events. These
initiatives are designed to create excitement, incentivize purchases, and
build customer loyalty.
E-commerce: In addition to physical store locations, Centrepoint has
expanded into the online retail space. The store operates an e-
commerce platform where customers can conveniently shop for their
desired products from the comfort of their homes. The online platform
offers a user-friendly interface, secure transactions, and reliable
delivery services.
Feedback and Improvement: Centrepoint values customer feedback
and continuously seeks ways to enhance its operations. The store
encourages customers to provide feedback through various channels,
such as surveys, reviews, and social media platforms. This feedback
helps Centrepoint identify areas for improvement and make necessary
adjustments to meet customer expectations.
By functioning effectively in these areas, Centrepoint strives to provide
a pleasant and convenient shopping experience, cater to diverse
customer preferences, and maintain its position as a trusted and
reputable retail destination.
 Supplier
Centrepoint Store collaborates with a wide range of suppliers to source
its products and merchandise. The specific suppliers may vary over time
and depend on factors such as location, product category, and market
demands.
Centrepoint aims to partner with reputable suppliers known for their
quality, reliability, and adherence to ethical sourcing practices. These
suppliers can include both local and international manufacturers,
wholesalers, and distributors.
Centrepoint works closely with its suppliers to ensure that the products
meet the store's quality standards, are delivered on time, and align
with the latest fashion trends and customer preferences. By
maintaining strong relationships with its suppliers, Centrepoint strives
to offer a diverse and appealing product range that caters to the needs
and preferences of its customers.
 Marketing Mix
Product: Centrepoint focuses on offering a diverse range of products
across multiple categories, catering to different customer needs and
preferences. The store carefully curates its product selection,
emphasizing quality, style, and variety to attract and retain customers.

Price: Centrepoint adopts a pricing strategy that balances value for

customers with profitability. The store strives to offer competitive
pricing while maintaining the perceived quality of its products. It may
implement promotional pricing, discounts, or seasonal sales to attract
customers and create value.

Place: Centrepoint operates a network of physical stores across various

locations, strategically positioning itself in key cities and shopping
destinations. The store aims to be easily accessible and convenient for
customers, providing an enjoyable in-store shopping experience.
Additionally, Centrepoint has expanded into e-commerce, offering
online shopping through its website and potentially reaching customers
beyond physical store locations.

Promotion: Centrepoint employs various promotional strategies to

create awareness and generate interest among its target audience. This
includes advertising campaigns through traditional media channels
(such as television, print, and radio) as well as digital marketing efforts
(including social media, email marketing, and influencer collaborations).
Centrepoint may also engage in partnerships, sponsorships, and events
to increase brand visibility and customer engagement.
 Advertisement
Centrepoint adopts a strategic approach to advertising, employing
various channels and creative campaigns to promote its brand and
products. Through its advertisements, Centrepoint aims to capture the
attention of its target audience and create brand awareness. The store
utilizes a mix of traditional and digital media platforms, including
television, print, radio, online banners, social media, and influencer
collaborations. Centrepoint's advertisements often showcase the latest
fashion trends, highlight the diversity of its product offerings, and
emphasize the value and quality it provides to customers. The store
leverages engaging visuals, compelling storytelling, and catchy slogans
to connect with consumers and convey its brand message. Whether
through captivating TV commercials, eye-catching print ads, or
engaging social media content, Centrepoint's advertising efforts seek to
position the store as a go-to destination for fashionable and affordable
products, while building an emotional connection with its customers.
 Targeting
Centrepoint generally caters to the following customer profiles:
Men, Women, and Children: Centrepoint offers a wide range of
products for all age groups and genders. From trendy clothing,
footwear, and accessories for men and women to fashionable and
functional clothing for children, Centrepoint aims to serve the diverse
fashion needs of individuals and families.
Budget-Conscious Shoppers: Centrepoint appeals to customers who
are value-conscious and seek affordable options without compromising
on quality. The store's pricing strategy and frequent promotions make it
an attractive destination for those looking for competitive prices and
good deals.
Fashion-Forward Individuals: Centrepoint targets individuals who stay
up-to-date with the latest fashion trends and seek stylish clothing and
accessories. The store's product mix includes trendy and fashion-
forward items, appealing to those who want to express their personal
style.
Families: Centrepoint positions itself as a family-friendly store, offering
clothing and products for adults and children alike. It aims to cater to
the shopping needs of families, providing a convenient one-stop
shopping destination for all family members.
Middle-Income Segment: Centrepoint's product offerings and pricing
align with the middle-income segment. It targets customers who have
moderate purchasing power and seek quality products at reasonable
prices.
 Environmental concerns
Here are some key environmental initiatives and concerns that
Centrepoint focuses on:
Sustainable Sourcing: Centrepoint strives to source products from
suppliers who adhere to sustainable and ethical practices. This includes
working with suppliers that prioritize responsible manufacturing, use
environmentally friendly materials, and minimize their carbon
footprint.
Energy Efficiency: Centrepoint is likely to implement measures to
improve energy efficiency in its stores, warehouses, and offices. This
may involve using energy-efficient lighting, optimizing HVAC systems,
and investing in renewable energy sources where feasible.
Waste Reduction and Recycling: Centrepoint may implement waste
reduction and recycling programs to minimize its environmental
impact. This can include initiatives such as proper waste segregation,
recycling of packaging materials, and promoting responsible
consumption among customers.
Sustainable Packaging: Centrepoint may explore options to reduce
packaging waste and opt for more sustainable packaging materials. This
can involve using recyclable or biodegradable packaging, reducing
excessive packaging, and encouraging customers to recycle or reuse
packaging materials.
Green Building Practices: Centrepoint may adopt green building
practices when constructing or renovating its physical stores and
offices. This can include incorporating energy-efficient designs, using
eco-friendly building materials, and seeking certifications such as LEED
(Leadership in Energy and Environmental Design).
 SWOT Analysis
Strengths:
Diverse Product Range: Centrepoint offers a wide variety of products
across multiple categories, catering to the fashion and lifestyle needs of
individuals and families. Established Brand: Centrepoint has built a
strong brand presence and reputation in the retail industry, recognized
for its quality products, affordability, and customer-centric approach.
Physical and Online Presence: Centrepoint operates a network of
physical stores in strategic locations, providing a convenient shopping
experience. Additionally, its online platform extends its reach to
customers beyond the physical store locations.
Customer Loyalty: Centrepoint may have a loyal customer base,
achieved through its competitive pricing, promotional offers, loyalty
programs, and satisfactory customer service. Market Positioning:
Centrepoint positions itself as a destination for fashionable and
affordable products, targeting a diverse range of customers, including
men, women, and children.
Weaknesses:
Intense Competition: Centrepoint faces competition from various
retailers, both traditional and online, which can impact its market share
and profitability.
Supply Chain Management: Managing a diverse product range and
coordinating with multiple suppliers can pose challenges in terms of
inventory management, product availability, and delivery timelines.
Regional Variation: Centrepoint operates in multiple countries, each
with its own market dynamics and consumer preferences, requiring
adaptability to local demands and competition.
Opportunities:
Online Expansion: There is an opportunity for Centrepoint to further
enhance its online presence and expand its e-commerce operations to
tap into the growing trend of online shopping.
Market Expansion: Centrepoint can explore opportunities to expand
into new markets or open additional stores in regions with untapped
potential.
Sustainable Practices: Adopting and promoting sustainability initiatives
can align Centrepoint with the increasing consumer demand for
environmentally friendly and socially responsible brands.
Threats:
Economic Factors: Centrepoint is susceptible to economic downturns,
fluctuations in consumer spending, and changes in exchange rates that
can impact consumer purchasing power.
Changing Consumer Behavior: Shifts in consumer preferences, fashion
trends, and shopping habits can pose challenges for Centrepoint in
terms of product assortment and meeting evolving customer
expectations.
E-commerce Competitors: The growth of online retail and the presence
of established e-commerce giants can pose a threat to Centrepoint's
online sales and market share.
 Competition
Centrepoint faces competition from various retailers operating in the
fashion and lifestyle sector. The specific competitors may vary
depending on the region and market segment, but here are some
examples of potential competitors:
Department Stores: Other department stores that offer a wide range of
clothing, accessories, and home products can be competitors for
Centrepoint. Examples include stores like Debenhams, Marks &
Spencer, and Lifestyle.
Fast Fashion Retailers: Fast fashion brands that provide trendy and
affordable clothing options can compete with Centrepoint. Brands like
Zara, H&M, and Forever 21 are known for their quick turnaround of
fashion trends and competitive pricing.
Online Retailers: The growth of e-commerce has led to increased
competition from online retailers. Platforms like Amazon, ASOS, and
Zalando offer a wide range of fashion and lifestyle products, providing
customers with convenient online shopping experiences.
Local and Regional Competitors: Centrepoint also faces competition
from local and regional retailers that cater to the specific needs and
preferences of the market. These competitors can vary depending on
the location but may include well-known regional brands or local
fashion retailers. To stay competitive, Centrepoint focuses on factors
such as product diversity, pricing strategy, customer service, brand
reputation, and marketing efforts. The store aims to differentiate itself
by offering a comprehensive range of products, a convenient shopping
experience, and a strong value proposition to its target customers .
 Bibliography

https://www.centrepointstores.com
https://www.landmarkgroup.com
https://www.arabianbusiness.com
https://www.gulfnews.com
https://www.retailgazette.com