An in depth study on the all around development of The Mobile Store

2. RETAIL INDUSTRY
INTRODUCTION TO STORE
TARGET GROUP
DESIGN
AMBIENCE
BUSSINESS STRATEGY
INSIGHTS
IMPROVEMENTS
STRENGTHS
CONSUMER POWER

3.  DERIVED FEOM FRENCH WORD
“RETAILLIER”.
 BREAKING THE BULK.
BUY IN LARGE AMOUNT & SELLING IN
AMOUNT THE CUSTOMER NEEDS.
TRANSACTION BETWEEN RETAILER &
CONSUMER.

4. The retail scenario is one of the fastest growing industries in india
 Indian retail sector is 5th largest global retail destination
 Indian retail sector is dominated by the unorganized sector.
Organized retailing- 3%, unorganized retailing-97%
GFHGFHFGHG

5. VALUE SHARE

6. KIRANA STORES
SUPERMARKETS
DEPARTMENTAL STORES
HYPERMARKETS
DISCOUNT STORES
Convenience stores
Specialty stores
E-retailing
Evolution of retail

7. Major Players in Indian Retail Industry
 Shoppers’ Stop
 Westside
 Pantaloons
 Lifestyle
 Crossword
 Wills Lifestyle
 RPG Retail (Spencers, Music
world)
 Globes
 Ebony Retail Holdings ltd.

8. TOP 10 GLOBAL RETAILERS
WALMART
CARREFOUR
KROGER
HOME DEPOT
METRA
AHOLD
KMART
ALBERTSONS
SEARS
TARGET

10. Industry Telecommunications
Headquarters
Mumbai, India
Key people
Srikant Gokhlae , CEO &
Director
Products
Mobile and other
electronic equipment and
services
Employees >5000
Parent ESSAR GROUP
stores 1300

11.  India's first countrywide chain of telecom retail outlets and
largest mobile retailer.
 The Mobile Store provides multi brand handsets,
accessories, connections, repairs, VAS etc.
 1372 outlets.
 Vision is to have a network of 2500 stores by 2011 across
650 cities.

12. YOUR'S FAMILY MOBILE STORE aspires to build India’s
premier distribution network of innovative products and services
by leveraging its strengths in sourcing and creating like-minded
channel partners, to stay one step ahead of the dreams of the
electronic society.
We deliver outstanding value by combining ‘High Volumes – Low
Margins’ strategy, to be followed by deep market knowledge with
unconventional thinking, for creation of such channels.

13. VORLI
AIROLI( NAVI MUMBAI)
SION

14. TARGET MARKET

15. Low price : THE MOBILE STORE itself is a Discount Retail
Chain.
Trust : The name itself inspires trust and its consumers rely
on it through all time delivery
Savings : Focuses on the concept of constantly sustainable at
low Price

16.  India’s working population (in the 15-49
years age group) constituted around 53% of
the population
 Focuses on lower and upper middle class.

17. VALUE SHARE

18. VALUE SHARE

19. UNIT SHARE

21.  Design is,
 Consistent with image.
 “RED” colour easily attract the customer attention.
 Racks with the merchandise are arranged neatly along
the walls of the store.

22. The Mobile Store outlets are in three formats:
Large - 1000-1500 square feet
Medium- 800-1000 square feet
 Corner-150-200 square feet
with smaller formats located primarily in large
malls.

23. 1
• Selling Space
2
• Merchandise
3
• Personnel Space
4
• Repair space (this may not be present
in most of the shops)

24. AIROLI

29. DISPLAY RACKS ON RIGHT SIDE

30. INTERNAL LIGHTING

31. PAYMENT COUNTERS

34. DISPLAY RACKS ON LEFT SIDE

35. CEILINGS

36. VORLI

38. SION

39. VALUE FOR
MONEY
MOBILE
CONNECTION
ACSSESORIES
BUSSINESS
FUN
LIFESTYLE
CASH COUNTER
ENTRY

41. WALL COLOUR : WHITE
FLOOR COLOUR : OFF WHITE
LIGHTING : NOT TO BRIGHT
SUFFOCATION : NO, AIR CONDITIONED OUTLET
EMPLOYE BEHAVIOUR : GOOD
UNIFORM : BRIGHT BUT ATTRACTIVE
ATTENDING CUSTOMER : YES
ENVIRONMENT: MUSIC,LED TV

43.  Cut price strategy.
5 to 10 % less than MRP.
Focuses on lower and upper middle class.
Inform customers about promotional
offers.

44. • PDA & Smartphone's, Emails, data
transfer etc.,
BUSSINESS
• Fashion phones, Look and elegance
LIFESTYLE
• Multimedia & music, camera, games,
wacky ring tones and wallpapers,
FUN
VALUE FOR MONEY Special offers, discounts and budget
phones.
categorized its mobile device offerings into consumer segments keeping in
mind the profiles and needs of different consumers.

45. .
AIRTEL
MTNL/BSNL
VODAFONE
BPL
IDEA
RELIANCE
TATA
INDICOM

46. The Mobile Store offers :
• Miscellaneous services like monthly bill collections etc.
• stores also offer connections (pre paid and post paid).
•Accessories.
• VAS including ring tones.
• wallpapers and gaming .

47.  The products offered by TMS are-
1. Mobiles
2. SIM cards
3. Recharge Coupons
4. Tablets
5. Mobile covers
6. Mobile Chargers
7. Outer frames for mobiles
8. Other Accessories

48. MOBILES:
BLACKBERRY
I PHONE
LG
MICROMAX
MOTOROLA
SAMSUNG
NOKIA
SONY ERRICSON
HTC
AIRCEL
VODAFONE

54. ACCESSORIES
BATTERY
CHARGER
HANDSFREE
STORAGE

56. CONNECTION & DATA CARD
MUSIC & GAMING
SERVICE
• REPAIRS
• 2 YEARS WARRANTY
• MOBILE THEFT INSURANCE
• 24*7 CUSTOMER SERVICE

57. 1. Activities, materials, devices, and techniques used to
supplement the advertising and marketing efforts.
2. ADVERTISEMENTS are among the most well-known
sales promotion tools.
3. But other examples include special displays, coupons,
promotional discounts, contests, and gift offers.

71. A value that will purchase a definite quantity, weight, or
other measure of a good or service.
The price of products at TMS are discounted (5%- 10% of
Market Price) and is one of the USPs of the store.
The pricing of the product is decided by the strategic team
and remains uniform in all the outlets across India.
.

75. MRP Rs.
8069
Our Price
Rs. 7549
You Save Rs.
520
MRP Rs.
8069
Our
Price
Rs. 7549
You
Save Rs.
520
MRP Rs.
15468
Our Price
Rs. 9949
You Save Rs.
5519
MRP Rs.
29000
Our Price
Rs. 27419
You Save
Rs. 1581
MRP Rs.
15990
Our Price
Rs. 9499
You Save
Rs. 6491
MRP Rs.
6290
Our Price
Rs. 4989
You Save
Rs. 1301
MRP Rs. 23000
Our Price Rs. 20389
You Save Rs. 2611
MRP Rs. 8069
Our Price Rs.
7549
You Save Rs. 520
NOKIA C5 00 G NOKIA C 500 B NOKIA C5 00 W SONY ERRICSON W8 LG OPTIMUS 2X
SONY ERRICSON X8 SAMSUNS S3353 CHAT LG OPTIMUS BLACK

76. located in over 1300 locations
areas which have the most customer concentration
SION & High Street Phoenix Mall.
the visibility factor is the key element
site can be seen by potential customers, pedestrians,
vehicular traffic, which may enhance sales or just
window shopping

79. THE MOBILE STORE – POOR CUSTOMER SERVICE
Customer not getting movie ticket because they bought
mobile in discount
POOR HANDSET MODEL
LIMITED MODEL OF MOBILE PHONES
 SPACE

80. MOBILE STORE OFFER
an offer from The Mobile Store wherein you get 5% cash back on any mobile
you purchase worth more than Rs. 1,000. However you need to look at the
terms and conditions and I found that the cash back value is redeemable only
on the next purchase you make from the same store. So logically you will end
up buying 2 handsets and spending a bit more.
Difficulty in mobile repair
they don’t have any technician at shop.

82.  The design of an environment via:
 visual communications
 lighting
 sound
 scent
 Presentation
 Customized accessories
to stimulate customers’ perceptual and emotional
responses and ultimately influence their purchase
behavior.

83.  Institutional signage Can be digital.

85.  Important but often overlooked element in
successful store design.
 Highlight merchandise.
 Capture a mood.
 Level of light can make a difference.

86.  Sound
 Music viewed as valuable marketing tool.
 Often make customer feel happy.
 Create good atmosphere.

87.  Scent
 Smell has a large impact on our emotions.
 Can be administered through time release
atomizers or via fragrance-soaked pellets placed
on light fixtures.

89. MAGNETIC FLOATING MOBILE
DISPLAY STAND

93. Best products
Best price
Best service
Large range of product.
One stop shop concept for mobile.
Easy accessibility with branches in ‘n’ number of locations and
even a website dedicated to the same.
Repair of mobiles done in case of damage in house.

95.  The increasing influence of the western media has led
to a considerable change in the life style of the Indian
consumer.
 The economic well being of Indian Middle class and
their growing aspirations for material comforts has
also been responsible for consumer power slowly
gaining momentum in India.

96.  Various reason for changing customer needs and
preferences:
1. Single family concepts
2. Dual Income Concepts
3. Limited to One children concepts
4. Willing to spend concepts
5. Brand Preference concepts

97.  In Emerging markets, initiating an e-retailing
venture is easy but selling and keeping the
customers happy is more challenging.
 The Indian retail industry has always thrived on
personalization, which no CRM software can claim
to do .

98.  THOUGH “THE MOBILE STORE” is first mobile retail
store in india but there service is not as they
mentioned.
 Because of poor service they are finding difficult to
compete with local retailers.
 They are targeting only higher middleclass & higher
level customer so they left people from lower middle
class.
 They also not providing good service to their current
class of customer hence create bad image of their
brand.