Summer Internship Project

1. RETAIL VISIBILITY
Important essence of building a
brand

2. INTRODUCTION TO COMPANY
TRUST MARKETING: Trust Marketing has been working in distribution line for more than 20years.
In 1993, they were into selling of Electronic typewriters. In 1997, they use to sell network known as Rainbow.
2001 company was the distributor for Hutch Sim cards which was later been taken over by Vodafone. By 2005,
Trust Marketing was selling Reliance Sim cards. Simultaneously Company entered into Mobile Industry. They
entered working for Sony Ericsson for Six Years and then two years for Rage Mobiles. 2013 was the year when
company became National Distributor for Gionee mobiles.
Trust Marketing established the goodwill and trust over these years because of the Ethical practices
performed by them all over.
TARGET SEGMENT: Main focus of the company has been to work for Middle class Segment.

3. INTRODUCTION TO PRODUCT OF A COMPANY

4. BRIEF ABOUT PRODUCT
Gionee Communication Equipment Co. Ltd. was founded in September 2002 by Liu
Li Rong. It is a high-tech enterprise that focuses on R&D, production and sale of
cellular mobile devices. In 2005, Gionee obtained the GSM and CDMA mobile phone
production license. Gionee’s headquarter currently employs over 1500 people. R&D
Centres are set up in Shenzhen, Shanghai, Hangzhou among several other places.
The production capacity currently stands at 40 million units per year. Once the entire
industrial park is completed and put into production, production capacity will reach
80 million units per year, making Gionee Industrial Park the largest mobile phone
production site in China.

5. DEFINITION
The high visual impact at the Point of
Sale” is an expressive one-liner about
Retail Visibility (RV).
Sales is a dependent factor and retail
visibility becomes a mediator in lifting
up the sales.

6. RETAIL BUSINESS PROCESS MODEL

7. ANALYSIS PART I- PORTER’S ANALYSIS

8. Threat of New Entrants
Bargaining Power of Suppliers
Bargaining Power of Buyers
Threat of Substitute
•Industry growth
•Industry concentration
•New & Lost cost technology
Medium
Medium
• High Capital Fixed Cost
• Scarce technical Skills set
• Regulatory approval and licensing
• High Operating Cost
• Switching Costs
• Brand identity
• Govt. Policy
• Retaliation
Low
Rising
• Cheaper alternatives
• Efficient backbone
technologies
• Take-home service
• Aggressive approach of
substitute
• Buyers switching cost (high)
• Quality service
• Buyer Volume
• Buyer Information
• Limited distributors
• Compete among themselves
to get better scheme
• Threat of forward
integration relative to threat
threat of backward integration
by firms in the industry

9. ANALYSIS PART II- SWOT ANALYSIS

10. S W O T
OUR
COMPANY
NO. 1
COMPETITIOR
STRENGTHS
1. Latest
technology
2. Quality
3. Upgradeable
STRENGTHS
1. Brand Image
2. Hardware
integration
3. Innovation and
Design
WEAKNESSES
1. Image among
social animals
that Gionee is
Chinese phone
WEAKNESSES
1. Hangs
frequently
2. Lacks its own
OS and software
OPPORTUNITIES
1. Good network
of retailers
2. Quality
products launched
in affordable price
range
OPPORTUNITIES
1. Growing
demand for
quality application
processor
THREATS
1. Price wars
with other
players
THREATS
1. Saturated
smart phone
market in
developed
company

11. ANALYSIS PART III- COMPETITIVE ANALYSIS

12. MODEL NO. Elife E7 Galaxy A5 5c Desire 820S One Plus One
PRICE 20,999 21,700 21,231 20,699 21,998
INTERNAL STORAGE
16gb 16gb 8GB 16GB 64GB
2G/3G/4G 4G 4G 3G 3G 4G
CAMERA (Front, Back) (16,8)mp (13,5)mp (8,1.2)mp (13,5)mp (13,5)mp
BATTERY LIFE 2500mah 2300mah 1507mah 2600mah 3100mah
PROCESSOR 2.2GHz Q.C. 1.2GHz Q.C. A6 1.7GHz O.C. 2.5 GHz Q.C.
RAM 2GB 2GB 1GB 2GB 3GB
Brand Name Gionee Samsung Apple HTC OnePlus
PRICE IS THE FIXED FACTOR HERE

13. OBJECTIVE
There are 4 Objectives
for retail visibility: AIDA

14. A-Attention
Enhancing Creative Side of RV- There are
different dimensions of RV and tapping the best
one is very important for the company as company
is incurring lot of cost in it.
Retail Visibility-RV

15. I-Interest
Interest is about knowing or understanding
everything about project in depth. According to that
shaping the plan, forecasting, accumulating data to
fulfil the plan, cost incurred and time taken is
calculated.

16. D-Desire
Desire is to make the plan full-proof to reach out the
maximum consumers by creating long-term impact
in their life. We ensure plans made are implemented
in the given format.

17. A-Action
Putting the plan into reality is action. It is to focus
on larger section of society covering their
requirements and how can they experience the
product to which we say “live experiencing”.

18. Retail Visibility was divided into four
sections by the company, which we
can see on the next slide:

19. SECTIONS OF RETAIL VISIBILITY

20. IN-SHOP
BRAND STORE SHOP-IN-SHOP

21. IN-SHOP-Definition
BRAND STORE
• It is a personalized store of a
company maintaining
homogeneity across the world
WHERE advertisement of the
higher model runs on the
television in the Brand Store.
SHOP-IN-SHOP
• Mono-brand stores which are
totally dedicated to their
ranges e.g. Samsung or HTC
they have "shop-in-shop"
programs where they occupy
a set amount of space in
other multiple outlets, in
addition to their mono-brand
stores.

22. IN-SHOP: Branding
• BRAND STORE • SHOP-IN-SHOP
Sun Board
One Way Vision
Vinyl
Glow Sign Board
Non-Led Boards
Dsiplay
LED Table Top
Tent Card
Brochure
Posters
Danglers
Wobbler
Dummy Box
Creative branding
Brochures
Tent Card
Live-Demo
Company’s Promoter
Gifts
Trans-lit

23. BLUE-PLAN

24. 1. Increasing the visibility in brand-
stores through one-way vision
MY WORK

25. VISIBILITY IN BRAND-STORE
BEFORE AFTER

26. 2. Replacing old creatives with new
updated ones
My work

27. CHANGED CREATIVES IN SHOP-IN-SHOP
BEFORE AFTER

28. • Events & Activation
Brand Store Activity
Youth Activation
Road Show
• canter activity
• Workshops
• Maa Tujhe Salam
• Gionee Elife S7 promotional Activities
• The Platform
• Selfie Zone
• Balloon Activity
• Hanging cut-out of latest handset
EVENTS
Mall Activation

29. EVENT Part I- MALL ACTIVATION

30. Mall Activation-Stall setup
3-D View Final Output

31. Mall Activation-The Platform
Target Audience I 15 to 45 yrs
Visibility I 1 Lacks peoples
During Event I 1000 Peoples

32. EVENT PART II- YOUTH ACTIVATION

33. YOUTH ACTIVATION-Workshop
OBJECTIVE: Helping customers to understand about their handset

34. YOUTH ACTIVATION-Maa Tujhe Salam
OBJECTIVE: To Connect with NGO’s and Social Cause

35. EVENT PART III - ROAD SHOW

36. ROAD SHOW- Canter Activity

37. EVENT
PART IV - BRAND STORE
ACTIVITY

38. BRAND STORE ACTIVITY- Selfie Zone

39. BRAND STORE ACTIVITY- Balloon Activity

40. BRAND STORE ACTIVITY- Cut out of Handset

41. RESEARCH OBJECTIVE
1. To examine on Shop-In-Shop Visibility: Initially it is important to know assets, when it comes to BTL promotion.
Assets include all the on-shop and in-shop branding elements.
2. To examine Product Availability: Here, the information about the availability solves the objective
3. To study product visibility in brand stores
4. To understand offer awareness and acceptability
5. To get a customer feedback
6. Comparative analysis of in-shop demonstrators
7. Top of the mind brand

42. RESEARCH QUESTION
1. Relevant: Arising from issues raised in literature and/or practice,
the question will be of academic and intellectual interest.
2. Manageable: You must be able to access your sources of data (be
they documents or people), and to give a full and nuanced answer
to your question.

43. HYPOTHESIS
5 brand stores of a company were chosen and
made a gate of balloon out of the stores on one of
the weekends.
Question is, does this activity of retail
visibility increases the footfall towards
Gionee’s Brand
Store and sales for the product?

44. IMPACT OF BALLOON ACTIVITY
BRAND STORE Change in Footfall %
from original
Change in Sales %
from original
Any Query
MGF Stagnant Stagnant Asking about Offers
PINK SQUARE Increase(110-120)% Increase 120% Reason to put Balloons
WTP Increase 20% Stagnant No
RAJAPARK Stagnant Decrease Service Centre
SALASAR Stagnant Increase 20% No

45. H0= No Effect
H1= Has an impact
H0= The data shows there has been no effect for few stores. MGF has been stagnant in terms of footfall and sales. Same is
the case for Rajapark, Salasar footfall and MGF’s sales.
H1= There has been increase in manifolds when we see the data of Pink Square which has doubled up in comparison to
both footfall and sales. WTP increases 20% footfall via Salasar had the conversion of Sales 20% more than before.
So, we can conclude with the line that impact of the activity varies from place to place.

46. SURVEY
Understanding customer’s perspective
Target market: Youth
Sample size: 95 respondents

47. FREQUENCY OF CHANGING PHONE
0
10
20
30
40
50
60
70
80
90
100
23
54
13
5
Frequency of Changing Phone
Below 1year (1-3)years (3-5)years Above 5years

48. MOST PREFERRED BRAND
Motorola, 11
Blackberry, 2
Sony, 4
Samsung, 24
Gionee, 9
Apple, 8
LG, 7
Google, 3
Microsoft, 3
Micromax, 6
Amazon, 1
Asus, 1
HTC, 5
Fly, 1
Panasonic, 1
Lenovo, 1
Videocon, 1
One Plus One, 2
Intex, 1
Redmi, 1
Maxwin, 1
Atom, 1
Zenfone, 1
Other, 9
Motorola
Blackberry
Sony
Samsung
Gionee
Apple
LG
Google
Microsoft
Micromax
Amazon
Asus
HTC
Fly
Panasonic
Lenovo
Videocon

49. PRICE CATEGORY PURCHASERS FALL INTO
Above INR25000/- INR(15000-25000)/- INR(10000-15000)/- INR(5000-10000)/- Below INR5000/-
Total 39 21 19 13 3
39
21
19
13
3
Respondents
Price Category

50. CUSTOMER’S FOCUS WHILE BUYING A PHONE
Total
Brand
Qualtiy
Value for money
27 36
32
Brand Qualtiy Value for money
Total 27 36 32
PREFERENCE

51. FEATURES OF CUSTOMERS EXIISTING HANDSET
76
18
48
51
56
52 53
26
Camera 4G Battery Processor RAM Sleekness Internal Memory Customizable Screenshot
Features

52. FEATURES CUSTOMERS WANT IN THEIR PHONE
57
68
64
1
84
75
71 73
2 1 1 2 2 1
71
64
-20
0
20
40
60
80
100
Respondents
Features
Total

53. HOW MANY CUSTOMERS PHONE HAVE THESE
FEATURES?
10
2
14
15
23
5
21
29
43
28
Dual 4G 2300MHz
Chameleon feature
DSLR Professional Mode
13mp back, 8mp front
Air Gestures
Polar Cooler Technology
64-Bit Processor
Delete option for pre-installed apps
Alphanumerical password
Quick click camera(6photos/second)
Does your Phone Has?
Total

54. LIMITATION
1. It is a costly method as it requires lot of investment which accompanies risk with it
2. Lack of creative staff who hamper the plan
3. Malpractice and unethical issue lead into huge losses
4. Marketing Research at every remote places is not possible

55. SUGGESTION
All the advantages and disadvantages should be kept in mind
before jumping into the project. Marketing Research plays
important role for the same.

56. CONCLUSION
Firstly, Lot of planning is being done by the company.
Secondly, implementation is also being done but result is not clear because
no proper data is maintained by the team after the retail activities preformed.
Therefore for data collection proper methods and dedicated team is required.

57. THANKYOU 
Name: Hansa Tanwani
Roll No: 14PGGMS026(General
Management)
Batch: 2014-2016
Topic: Retail Visibility