KING OF STORES IN CHENNAI

                                                                                                             

B K ASHWIN RAO                                                                                      FT13417     

                                            

INDUVIDUAL PROJECT

WELL MY PROJECT LASTED FOR ABOUT 4 HOURS .THE PLACE OF MY INTEREST WAS T NAGAR NEW SARAVANA STORES ,a WELL ESTABLISHED AND SUCCESSFUL RETAIL STORE FROM A CHAIN OF SARAVANA STORES OF TAMIL NADU  ALMOST 90% OF YEARLY NEEDS OF A  COMMAN MAN  ARE MET HERE .ie  CLOTHES ,FOOTWEAR , TOYS ETC NAME IT YOU FIND IT HERE .ALMOST DAILY 15000 PEOPLE VISIT THIS PLACE FROM ALL OVER TAMIL NADU.

FIRST I REACHED THE STEPS OF THE STORE AND THERE WERE 6 FEMALE SARAVANA STORE EMPLOYEES  DRESSED IN BEAUTIFUL SILK SAREES INVITING PEOPLE INTO THE STORE .NEXT AS YOU ENTER YOU FIND 6 SARAVANA STORES MEN EMPLOYEES WELCOMING YOU GIVING THE PAMPLET TO THE STORE.THE LOGO READ”LATEST DESIGNS!LARGEST COLLECTION!LOWEST PRICE!!!” .WELL IT FELT NICE ,IT WAS NICE CUSTOMER SATISFACTION STRATEGY .ALL KINDS OF PEOPLE RICH,POOR OR OTHERS FELT EQUALLY WELCOMED.

THE SARAVANA STORES  IS A 8 STOREYED BUILDING WITH CENTRALIZED AC AND A BASEMENT,WITH THE DISTRIBUTION OF FLOORS AS FOLLOWS.(ILL EXPLAIN  WHAT IS THERE IN EACH FLOOR IN LATER PARAGRAPHS).BUT FIRST ,THE  SEVEN FLOORS AND BASEMENT CONSISTS OF

BASEMENT : BLOUSE MATERIALS

GROUND FLOOR: ALL KIND OF SAREES ,COTTON AND FANCY SAREES ETC

1^ST FLOOR: SILK SAREES,SILK DHOTIES, SHIRTING AND SUITING ,CANTEEN

2^ND FLOOR: LADIES READY MADES AND CHUDI MATERIALS

3^RD FLOOR: BOYS,GIRLS READY MADES.

4^TH FLOOR : GENTS READYMADES.

5^TH FLOOR: FANCY ,EATABLES,VEGETABLES AND FRUITS.

6^TH  FLOOR: TOYS,ELECTRONICS AND HOUSEHOLD THINGS.

7^TH FLOOR: CHAPPALS,SHOES ,SUITCASES AND BAGS.

ALL THE FLOORS AND ARRANGEMENTS FOR DISPLAYING PRODUCTS AND SERVICES HAD BEEN CLEVERLY PLANNED AS I SOON CAME TO KNOW SOME OF THEIR SERVICE AND MARKETING STRATEGIES..The pamphlets gives us a clear picture what is present at each level a good marketing strategy we don’t have to worry about where to  go to get our products .Also to the left and right there were the elevators that took people only to 3,5,7 floors and while coming down only to the first floor ,I wondered why ?another business strategy?

I decided to explore the ground floor it was beautiful ,unique features are

1)All kinds of sarees from silk to voil  materials are found here and in each row as I have marked x in the figure  there were two female customer service people available at all time , who helped customers  .They help you to find what you want .They give you a clear picture.INDEED IT is  A GOOD CUSTOMER SATISFACTION STRATEGY .cost Range of sarees is between RS 500 to around RS 2000

2)Also each portion or row is having kindoff a standboard explaining the type of sarees in each row and cost range of each .A very good business strategy people can just go to where they want and get their needs fulfilled easily

 REFERS TO CUSTOMER SERVICE EMPLOYEES                                                                             ENTRANCE

                            GROUND FLOOR LAYOUT

3)The managers room is in the groundfloor  of the building and he looks  after the day to day matters  AND ACCEPTS CUSTOMER FEEDBACKS AND ALSO HELPS customers if they want any help.

4)next there is the basement where you can find all kinds of matching blouses the strategy is simple sarees are kept only in the ground and first floor therefore people can avoid getting tired and get their blouse materials easily .If the sarees where kept above in the other floors people will get tired and not be comfortable.It was a very good plan indeed which increases sales and customer satisfaction

                                     FIRST FLOOR LAYOUT

The first floor was even more beautiful than the ground and its unique feautures were:

1)one side of it as shown in the figure was having  costly sarees ,very costly ones from 5000 to 30000 rs and more

2)To make people welcomed, this part of it was well furnished with beautiful carpets and beautiful sofa sets where customer  could sit and purchase costly sarees (5000 to 40000),they kept best of their people with good communication skill here to facilate good business.IT is a good customer satisfaction strategy and profit increasing plan, and this floor is beautiful and very heart warming with good lightings and decorations.

3)IN the other side of it is the mens clothing materials like shirt material ,dhoties,shawls etc a very good collection of branded clothing products are available here at reasonable price eg Grasim , raymonds name it its here.HERE MEN CUSTOMER SERVICE PEOPLE ARE PRESENT ( MARKED X IN THE LAYOUT ,ONLY IN THIS FLOOR  MEN CUSTOMER SERVICE PEOPLE ARE HOUSED AS IT IS MENS SECTION)

4)A well devised strategy here is cafeteria.It is placed in this 1^st floor the idea behind is that people usually come to purchase clothing materials a lot from all over tamil nadu and also spend more than half a day here on other shopping also, plus the elevator while coming back doesnot stop at any other floor except for this floor this gives it an advantage.People after shopping get tired and 99%percent of the time they eat here which increases   overall business. ALL kinds of food products are available here like chats,pizzas,icecream,food ,colddrinks etc. IT is a beautiful cafeteria and has good ambience. 

 2^ND FLOOR LAYOUT (ALL KINDS OF  LADIES CLOTHING MATERIAL in this floor ) IS GIVEN BELOW

1)ALL KINDS OF LADIES CLOTHES ARE FOUND HERE INCLUDING SUITS,CHUDIDHARS,PANTS  AND ALL

2 )HANGING BOARDS FOR PEOPLE TO KNOW WHERE EXACTLY TO GO TO THEIR DRESS SECTION AND EACH ROW AND COLUMN RACKS HAVE TWO SARAVANA SERVICE PEOPLE TO HELP CUSTOMERS .VERY GOOD CUSTOMER SATISFACTION STRATEGY

3)SIZE  WISE DRESS DISTRIBUTION AND PRICE S DISPLAYED ON EACH ROW RACK THAT GIVES CUSTOMERS EXACTLY THEIR RANGE OF PRODUCTS.

4)ONE SMART MOVE STRATEGY HERE IS THAT THE LADIES INNERGARMENTS AND NIGHTIES  WHICH ARE ARE  FREQUENTLY BOUGHT AND BASIC NEED ARE AT THE BACK OF THE FLOOR SO CUSTOMERS HAVE TO GO THROUGH THE FRONT  SEEING  REST OF THE  CLOTHING WHICH MEANS THEY MAY GET ATTRACTED TO SOME OTHER PRODUCTS AND MAY PURCHASE IT  (INCREASES THE PURCHASE PROBABILITY).

5)COSTLY CHOLIS AND CHUDIDHARS ARE THERE IN THE SIDE ROOM AS SHOWN IN THE FIGURE IT IS A VERY BEAUTIFUL ROOM WITH BEAUTIFUL RED SOFAS FOR CUSTOMERS, COSTLY CHOLIS AND CHUDIDHARS ARE SOLD HERE PRICES RANGED FROM RS 4000 TO RS25000 ,NO WONDER THEY ARE FOOLING PEOPLE BUT IT’S A GOOD CUSTOMER SATISFACTION STRATEGY

LAYOUT OF 3^RD FLOOR (CHILDRENS CLOTHING MATERIAL) IS GIVEN BELOW

UNIQUE FEATURES OF 3RD FLOOR

1)ALL KINDS OF CHILDREN CLOTHES ARE FOUND HERE INCLUDING SUITS,PANTS,BERMUDAS  ETC INCLUDING CHILDRENS FOOTWEAR AND BELTS.

2 )HANGING BOARDS FOR PEOPLE TO KNOW WHERE EXACTLY TO GO TO THEIR DRESS SECTION AND EACH ROW AND COLUMN RACKS HAVE TWO SARAVANA SERVICE PEOPLE TO HELP CUSTOMERS .VERY GOOD CUSTOMER SATISFACTION STRATEGY

3)AGE WISE DRESS DISTRIBUTION AND PRICE S DISPLAYED ON EACH ROW RACK THAT GIVES CUSTOMERS EXACTLY THEIR RANGE OF PRODUCTS.

4)ONE SMART MOVE STRATEGY HERE IS THAT THE CHILDRENS INNERGARMENTS AND BABIES CLOTHING WHICH ARE FREQUENTLY BOUGHT AND ARE A KINDOFF BASIC NEED ARE AT THE BACK OF THE FLOOR SO CUSTOMERS HAVE TO GO THROUGH THE FRONT  SEEING  REST OF THE  CHILDRENS CLOTHING WHICH MEANS THEY MAY GET ATTRACTED TO SOME OTHER PRODUCTS AND MAY PURCHASE IT  (INCREASES THE PURCHASE PROBABILITY).   

LAYOUT OF THE FOURTH FLOOR IS GIVEN BELOW MENS SECTION

UNIQUE FEATURES OF 4^TH  FLOOR

1)ALL KINDS OF MENS CLOTHES ARE FOUND HERE INCLUDING SUITS ,TURBANS ,SHIRWANIS ETC

2 )HANGING BOARDS FOR PEOPLE TO KNOW WHERE EXACTLY TO GO TO THEIR DRESS SECTION AND EACH ROW AND COLUMN RACKS HAVE TWO SARAVANA SERVICE PEOPLE TO HELP CUSTOMERS .VERY GOOD CUSTOMER SATISFACTION STRATEGY.NEW PRODUCTS ARE KEPT AT THE ENTRANCE TO ATTRACT CUSTOMERS.

3)SIZE WISE DRESS DISTRIBUTION AND PRICE S DISPLAYED ON EACH ROW RACK THAT GIVES CUSTOMERS EXACTLY THEIR RANGE OF PRODUCTS AND WHERE TO GO

4)ONE SMART MOVE STRATEGY HERE IS THAT THE MENS INNERGARMENTS AND  BASIC ESSENTIAL CLOTHING WHICH ARE FREQUENTLY BOUGHT AND ARE A KINDOFF BASIC NEED ARE AT THE BACK OF THE FLOOR SO CUSTOMERS HAVE TO GO THROUGH THE FRONT  SEEING  REST OF THE  MENS CLOTHING WHICH MEANS THEY MAY GET ATTRACTED TO SOME OTHER PRODUCTS AND MAY PURCHASE IT  (INCREASES THE PURCHASE PROBABILITY).

5)AT THE SIDE WHICH IS COLORED GREEN IN THE LAYOUT IS THE COSTLY JEANS AND PANTS SECTION IT IS WELL FURNISHED AND GOOD SERVICE PEOPLE WITH EXCELLENT  COMMUNICATION SKILL ARE PRESENT HERE.A GOOD STRATEGY TO INCREASE PROFITS

FIFTH FLOOR LAYOUT

UNIQUE FEATURES OF FIFTH FLOOR:

1)ALL KINDS OF FRUITS,VEGETABLES ,LADIES ARTIFICIAL JEWELLERY,LADIES ORNAMENTS,BANGLES,HOME PRODUCTS ,EATABLES ETC ARE FOUND HERE AS SHOWN IN THE FIGURE

2) CUSTOMER SERVICE PEOPLE 2 IN EACH GRID AS IN ALL FLOORS

3)ALL TYPES OF ARTIFICIAL JEWELLARY RANGING UPTO 5000 RS ARE FOUND HERE.

4)CHOCOLATES AND COLDDRINKS ARE PLACED IN THE FRONT TO  ATTRACT CUSTOMERS FASTER, IT IS VERY CLOSE TO THE BILLING COUNTER.A VERY SMART strategy.

5)VEGETABLE AND FRUITS COMPARTMENT IS AT THE BACK OF THE FLOOR AND PEOPLE HAVE TO GO THROUGH THE FRONT TO ENTER IT FROM EITHER SIDE AS SHOWN IN THE FIGURE IT IS  A GOOD MARKETING STRATEGY AS IT INCREASES PURCHASE  PROBABILITY AS CUSTOMERS MAY GET ATTRACTED TO  OTHER PRODUCTS ON THEIR WAY TO THE FRUIT AND VEGETABLE DEPARTMENT ,ALSO BANGLES,BINDIS ,TOOTHBRUSHES ,HAIRPINS,AND OTHER FAST MOVING PRODUCTS ARE KEPT AT  THE BACK TO INCREASE PURCHASE PROBABILITY

6)THE NEXT IMPORTANT FEAUTURE OF THIS PLACE IS THE SIDE ROOM WHICH IS MARKED GREEN IN THE  DRAWING,ALL  KINDS OF BEAUTY PRODUCTS ARE HERE LIKE LAKME,GARNIER ETC INCLUDING  ONE TIME FREE BEAUTY TRIALS,ALSO FREE EYE CHECK UP IS DONE IN THIS PLACE AS POWER SPECTACLES AND GOGGLES ARE SOLD HERE.ALSO TO PREVENT MEN ENTERING THIS SECTION FROM GETTING BORED AS THEIR WIVES OR GIRLFRIENDS WILL BE HAVING FREE FACIALS THERE IS A GOOD COLLECTION OF GOOGLES,WATCHES,DEOS AND OTHER MENS FACIAL ITEMS LIKE CREAMS ,GELS ,MEDICAL PRODUCTS,INCENSE STICKS ,PERFUMES ETC WHICH THEY CAN SEE AND PURCHASE .

LAYOUT OF THE SIXTH FLOOR ELECTRONIC ITEMS ,GADJETS,MOBILE PHONES ,TOYS ,SPORTS ,HOUSEHOLD DECORATIVE STUFF ETC

UNIQUE FEATURES OF 6TH FLOOR

1)ALL KINDS OF ELECTRONIC ITEMS ,GADJETS,MOBILE PHONES ,TOYS ,SPORTS ,HOUSEHOLD DECORATIVE STUFF ,STATIONARIES ETC ARE FOUND HERE  .

2)HANGING BOARDS FOR PEOPLE TO KNOW WHERE EXACTLY TO GO TO THEIR  SECTION AND EACH ROW AND COLUMN RACKS HAVE TWO SARAVANA SERVICE PEOPLE TO HELP CUSTOMERS .VERY GOOD CUSTOMER SATISFACTION STRATEGY

4)ONE SMART MOVE STRATEGY HERE IS THAT  HARD BALL BATS ,BALLS,NORMAL BATS(MENS FAVOURITE) ,DOLLS(GIRLS FAVOURITES)AND  BASIC ESSENTIAL THINGS LIKE SPORTS KITS AND BALLS OF ALL KINDS AND FAVOURITE TOYS AND NECESSARY UTENSILS WHICH ARE FREQUENTLY BOUGHT AND ARE A KINDOFF BASIC NEED ARE AT THE BACK OF THE FLOOR SO CUSTOMERS HAVE TO GO THROUGH THE FRONT  SEEING  REST OF THE  MENS CLOTHING WHICH MEANS THEY MAY GET ATTRACTED TO SOME OTHER PRODUCTS AND MAY PURCHASE IT  (INCREASES THE PURCHASE PROBABILITY).PENS AND OTHER IMPORTANT STATIONARIES AT THE FRONT OF THE FLOOR ALSO THERE IS SMART DISTRIBUTION OF GOOD S IN THE FLOOR TO MAXIMIZE PURCHASE PROBABILITY

5)CHEAP AND QUALITY TOYS AND BOARD GAMES  OF ALL KINDS ARE PRESENT HERE

6)ONE MORE IMPORTANT AREA IS THE AREA I HAVE  MARKED GREEN ABOVE, IT HAS ONE MORE BILLING COUNTER THE MAIN INTENTION IS BECAUSE MOBILE PHONES OF ALL BRANDS ,WATCHES ,POWER GLASSES AND GOOGLES OF ALL BRANDS ARE SOLD HERE .SO TO PREVENT THEFT AND OTHER SUCH COMPLICATIONS  A SEPARATE BILLING COUNTER HAS BEEN CREATED HERE ,VERY SMART STRATEGY INDEED .EVEN YOU  GET PIRATED CDS HERE OF ALL KINDS AND PERFUMES AND DEOS AND OTHER BASIC MEDICAL STUFF .ALSO FREE EYE POWER CHECK UP IS THERE.AN OVERALL CUSTOMER SATISFACTION AND MARKETING STRATEGY

LAYOUT OF THE SEVENTH FLOOR MENS AND WOMENS FOOTWEAR AND BELTS

UNIQUE FEATURES OF 7^TH  FLOOR

1)ALL KINDS OF MENS AND WOMENS FOOTWEAR AND BELTS ARE FOUND HERE INCLUDING HEALTH FOOTWEAR ALSO GOOD COLLECTION FROM WOODLANDS ,REEBOK ALL BRANDED ONES ARE AVAILABLE

2)HANGING BOARDS FOR PEOPLE TO KNOW WHERE EXACTLY TO GO TO THEIR FOOTWEAR SECTION AND EACH ROW AND COLUMN RACKS HAVE TWO SARAVANA SERVICE PEOPLE TO HELP CUSTOMERS .VERY GOOD CUSTOMER SATISFACTION STRATEGY

3)SIZE WISE DRESS DISTRIBUTION AND PRICE S DISPLAYED ON EACH ROW RACK THAT GIVES CUSTOMERS EXACTLY THEIR RANGE OF PRODUCTS AND WHERE TO GO

4)ONE SMART MOVE STRATEGY HERE IS THAT THE MENS AND WOMENS CHEAP SLIPPERS AND COSTLY FOOTWEAR  ,SOCKS ETC  WHICH ARE FREQUENTLY BOUGHT AND ARE A KINDOFF BASIC NEED ARE AT THE BACK OF THE FLOOR SO CUSTOMERS HAVE TO GO THROUGH THE FRONT  SEEING  REST OF THE  PRODUCTS WHICH MEANS THEY MAY GET ATTRACTED TO SOME OTHER PRODUCTS AND MAY PURCHASE IT  (INCREASES THE PURCHASE PROBABILITY).

5)AT THE SIDE WHICH IS COLORED GREEN IN THE LAYOUT  IS STOREROOM

OVERALL BENEFITS OF SARAVANA STORE

1)CENTRALISED AC ,GOOD AMBIENCE

2)99% OF ALL BASIC NEEDS TO RUN A HOUSE ARE AVAILABLE HERE .NAME IT ITS HERE

3)VARIOUS CUSTOMER SATISFATION STRATEGY EG 2 SERVICE PEOPLE IN EACH GRID ALSO VARIOUS OFFERS LIKE FREE EYE POWER CHECKING,CAFETERIA AND FREE BEAUTY CARE FOR WOMEN ETC

4)PRIZE AND SIZE WIZE DISTRIBUTION OF PRODUCTS AND DISPLAY OF NEW ARRIVALS HANGING AT THE TOP OR AT THE SIDE OF THE ROOM

5)CHEAP AND REASONABLE PRICE WHEN  COMPARED TO OTHER STORES ITS ALMOST EQUAL TO WHOLESALE RATES

6)Also there are 3 billing counters in each floor except for one or two where there are more ,the unique feature of each is that each counter has 9 members subdivided into 3 groups of 3 and in a group consisting of 3 people one does the billing and receives cash second cross checks the the bill with commodity and the third packs the products .A very good practice it avoids confusion and minimizes error.

DRAWBACKS OF SARAVANA STORE

1)NO PROPER TOILET FACILITIES

2)PARKING LOT IS SMALL

3)TOO MUCH CROWD SOMETIMES

4)SECURITY CAMERAS NOT PRESENT.