Professional Documents
Culture Documents
Research Report
On
Submitted to
KGM DEHRADUN
47, SEWAK ASRAM ROAD,NEAR VAISH NURSING
HOME,DEHRADUN,UTTRAKHAND240011)
For the partial fulfillment for the award of the
I declare that this project report is the result of my own individual efforts on
the topic-
I further declare that this project work is my original work and no material
contained within this assignment has been used in any other submission, by
the author for an academic award.
Exchange of ideas generates a new object to work in better way. Whenever a person is
helped & cooperated by others his heart is bound to pay gratitude & obligation to them.
At the outset, I express my sincere gratitude to all the people who has been very kind and
This project had been not possible without the valuable guidance, suggestions and
relentless efforts by- Mr. Sangram Samantray (Zonal marketing Head-North &
East Zone) & Ms. Nishat Khan (Senior Marketing Officer) & Ashok Kumar, Bhrat
sir, are also (Marketing team members) & All Spencer’s department & the most
Further, I am also grateful to my family and friends who gave their full support and
cooperation in helping me out to understand the topic and give their valuable advice &
SANGEETA SINGH
Table of content
Modern marketing calls for more than developing a good product, pricing it attractively
and making it accessible. Companies must also communicate with present and potential
stakeholders, and the general public. Every company is inevitably cast into the role of
communicator and promoter. For most companies, the question is not whether to
communicate but rather how?
The answer to this is the marketing communication mix which consists of five major
modes of communication, namely:
• Communication
• Sales Promotion
• Public Relations and Publicity
• Personal Selling
• Direct Marketing
Among these marketing is the most important communication channel for marketing.
“Communication is any paid form of non personal presentation and promotion of ideas,
goods or services by an identified sponsor.”
The form of communication in today’s era ranges from Print and broadcast ads,
Packaging-outer, Packaging inserts, Motion pictures, Brochures and booklets, Posters and
leaflets, Directories, Reprints of ads, Billboards, Display signs, Point-of-purchase
displays, Audiovisual material, Symbol and logos, Videotapes, News paper ads, Outdoor
branding,
Banners, Danglers, Dropdown, Standees, Price communication, Arch communication,
Standees, Drop box, Leaflets and other elements..
Retailing and Communication must work in hand-in-hand to assure product
success.
The Retail Industry: - Retailing is the final step in the distribution of
m e r c h a n di s e - t h e l a s t l i n k i n t h e S u p p l y C h ai n - c o n n e c t i n g t h e b u l k
p r o d u c e r s o f c o m m o d i t i e s t o t h e f i n al c o n s u m e r s . R e t a i l i n g c o v e r s d i ve r s e
p r o d u c t s s u c h a s f o o t a p p a r e l s , c o n s u m e r g o o d s , f i n a n c i al s e r v i c e s a n d
leisure.
A retailer, typically, is someone who does not affect any significant change in the product
execs breaking the bulk. He/ She are also the final stock point who makes products or
services available to the consumer whenever require. Hence, the value proposition a
retailer offers to a consumer is easy availabilities of the desired product in the desired
sizes at the desired times. In the developed countries, the retail industry has developed
into a full-fledged industry where more than three-fourths of the total retail trade is done
by the organized sector. Huge retail chains like, Pantaloon, RPG, Wal-Mart, K-Mart,
McDonalds, etc. have now replaced the individual small stores. Large retail formats; with
high quality ambiance and courteous and well-trained sales staff are regular features of
these retailers. B r o a d l y t h e o r g a n i z e d r e t a i l s e c t o r c a n b e d i vi d e d into two
segments, In-Store Retailers, who operate fixed point-of-sale locations, located and
designed to attract a high volume of walk-in customers, and the non-store retailers, who
reach out to the customers at their homes or offices. Every organized retailer in India is
faced with myriad questions: differentiating with the other competitive formats;
sustaining the differentiation with upcoming me-too formats; retention of footfall day
after day; coping with local-neighborhood shops;
1.1 OBJECTIVE OF THE STUDY
steps that are generally adopted by a researcher in studying his research problem
along with we talk of research methodology we not only talk of the research methods
but also consider the logic behind the methods we use in the context of our research
study and explain why we are using a particular method or technique and why using
other so the research results are applicable of being evaluated either by the researcher
himself.
DATA COLLECTION FOR RESEARCH CAN BE BROADLY
COLLECTION
1. PRIMARY DATA: -
Primary data are those, which are collected afresh and for the first time and thus
happen to be original in character. Important primary data are: -
1. Observation method
2. Interview method
3. Through questionnaires
2. SECONDARY DATA-Secondary data are those data, which have already been
collected by someone else and which have already been passed through the
statistical process, secondary data can be collected from:-
1. Various publications of state, central and local government.
2. Technical and trade generals
3. Books, magazines and newspapers.
4. Reports and publications of various associations.
5. Reports prepared by research scholars, universities etc.
SAMPLE SIZE
Customer - 150
The Research Methodology for this dissertation primarily consists of Desk Research
which is also called Secondary Research and it involves studying Various Books to
have more insight about the relevant subject .Accessing various libraries for referring
various national and international journals. Referring various News papers and
magazines. Surfing various sites on Internet. Collecting and compiling data, preparing
the final reports.
SPENCER’S RETAIL LTD
• Retail
• Entertainment err
• Tyres
• Transmission
• IT
• Power
• Carbon Black
• Specialty
Companies in
Retail Sector:
Spencer's Retail
Music World
Books and Beyond
Top of Form
RPG companies
Bottom of Form
Spencer's Retail
Profile
Spencer's Retail Limited is one of India's largest and fastest growing multi-format retailer
with 275 stores, including 36 large format stores across 66 cities in India. Spencer's
focuses on verticals like food and grocery, fruit and vegetables, electrical and electronics,
home and office essentials, garments and fashion accessories, toys, food and personal
care, music and books. Established in 1996, Spencer's has become a popular destination
for shoppers in India with hypermarkets and convenient stores catering to various
Spencer's has retail footage of over 1 million square feet and over 275 Spencer's stores in
The Spencer's hyper stores are destination stores, of more than 15,000 sq. ft in size. They
offer everything under one roof. The merchandise ranges from fruits & vegetables,
processed foods (Ready to Eat, Ready to Cook, and FMCG products), specialty foods
including international, sugar free, organic foods, etc...groceries, meat, chicken, fish,
bakery, chilled and frozen foods, garments, consumer electronics & electrical products,
home care, home décor & home needs, office stationeries, soft toys. Besides, the stores
also comprise book & music retailing, electronic gadgets and IT accessories. On an
The Spencer's stores are neighborhood stores ranging from 1500 less than 15000 sq. ft.
These stores stock the necessary range and assortment in fruit and vegetables, fmcg food
and non-food, staples and frozen foods and cater to the daily and weekly top-up shopping
needs of the consumer. Some of these stores which have floor area of more than 10,000
sq ft sometimes offer home care products; personal care products, bakery, chilled and
frozen food; baby care, basics in garments and limited range of electronics and electrical.
OVERVIEW
MANAGEMENT
The RPG Management Board is the backbone of the conglomerate. Its members
are highly qualified professionals, well experienced in their respective fields.
Values
RPG’s business ethics promote higher levels of excellence. The group’s values of
Customer Sovereignty, People Orientation, Innovation & Entrepreneurship,
Transparency & Integrity, Passion for Superior Performance, Anticipation, Speed
and Flexibility propel it to perform and excel in all spheres of the business.
Quality
For RPG quality determines success. Continuous process improvements are
carried out to ensure complete satisfaction of customer and market requirements.
Beyond Business
RPG is a socially responsible organization; believing in giving back to the
community what it has gained from it. The group regularly contributes toward the
welfare of various social groups and is involved in promoting social activities in
the field of sports and arts.
THERE ARE DIFFERENT DEPARTMENTS INCLUDING SOME FUNCTIONAL
DEPARTMENTS.
Description about these depts. As above below
MARKETING DEPTT: There are mainly two type activities, ATL & BTL
product(know as the four P’s ), that include people, processes and physical evidence,
put simply the jigsaw that together make a complete picture. This is so that a single
customer and damage brands, so if a TV advert carries a particular logo, image, then all
newspaper adverts and point-of-sale materials should carry the same logo, image or
Marketing communication has a mix. Elements of the mix are blended in different
quantities in a campaign.
The marketing communication mix includes many different elements, and the following
list is by no means conclusive, It is recognized that there is some cross over between
individual elements.
MARKETING COMMUNICATION PROCESS
*Sender
*Encoding
*Message/ Media
*Decoding
*Receiver
*Response
*Feedback
MARKETING COMMUNICATION MIX
E-
Brands marketing
(and
Personal
selling internet
promotion
.
s), Merchandi
Sales
sing (and
promotion
point-of-
Marketing sale),
communicat
-ion
Mix
Public
relation
Packaging
(and
publicity),
Direct Sponsorshi
marketing p
Trade fairs
and
exhibitions
- .Sponsorship,
COMMUNICATION- THE PROMOTIONAL TOOL
Because of the many forms o and uses of communication, it’s difficult to make all-
Embracing generalizations. Yet a communication must contain the following
Qualities:
• PUBLIC PRESENTATION:
Communication public nature confers a kind of legitimacy on the product and also
suggests a standardized offering. Because many people receive the same message,
buyers know that motives for purchasing the product will be publicly understood.
• PERVASIVENESS:
Communication permits the seller to repeat a message many times. It also allows
the buyer tom receive and compare the messages of various competitors. Large-
scale communication says something positive about the seller size, power and
success.
• AMPLIFIED EXPRESSIVENESS:
Communication can be used to build-up a long-term image for a product or trigger quick
sales. Communication can efficiently reach geographically dispersed buyers. Certain
forms of communications like TV commercials can require a large budget, whereas other
forms like newspaper communication can be done on a small budget. Communication
might have an effect on sales simply through its presence. Customers might believe that a
heavily communication brand must offer “good value”.
MISSION
The mission of communication aims at defining communication objectives that
set an communication goal, which is a specific communication task and
achievement level to be accomplished with a specific audience in a specific period
of time.
• MONEY
• MESSAGE
Choosing the communication message is a very important and integral part of
communications, where communication campaigns vary in their creativity.
Advertisers mainly go through four steps to develop a creative strategy:
1. Message Generation
2. Message Evaluation and Selection
3. Message Execution
4. Social Responsibility Review
1. MESSAGE GENERATION
The product “benefit” message should be decided as a part of developing the
product concept but marketer may change the message, especially if
consumers seek new or different benefit from the product.
• Desirability
• Exclusiveness
• Believability
Hence advertisers conduct market research to determine which appeal work for its target
audience.
3. MESSAGE EXECUTION:
The message impact depends not only upon what is said but also on how it is said. Some
ads aim for Rational positioning where ads mainly show the product utility and others for
Emotional positioning where ads connects product with something that effects customer’s
perception by stirring them emotionally.
Creative people also find a cohesive Style that is related to the presentation of the
message theme, Tone that can be positive or humorous depending on the ads desirability,
Words that can be catchy or memorable and Format that stresses on size, color and
illustration that effects ad’s impact as well as cost, for executing the message.
It’s done by advertisers and their agencies to be sure that their creative
communication doesn’t overstep social and legal norms.
MEASUREMENT
It involves evaluating communication effectiveness. Today advertisers try to
measure the communication effect of an ad that is its potential, effect on
awareness, knowledge or preference.
These can be measured mainly by two-research technique:
• Communication-Effect Research that seeks to determine whether an ad is
communicating effectively.
• Sales-Effect Research seeks to determine the sales that have been generated by
the ads. This is generally harder to measure than its communication effect
THE ELEMENTS OF THE COMMUNICATION SYSTEM
Message
Communic
Source ation
elements Channel
system
Receiver
Source: The source of a message in the communication system is the point of which the
message originates. There are many types of “sources” in the context of communication
such as the company offering the product, the particular brand or the spokesperson used.
Message: The message refers to both the content and the execution of the
communication. It is the totality of what is perceived by the receiver of the message. The
message can be executed in great variety of ways and can include, for example, the use of
humor or fear.
Channel: The message is transmitted through some channel from the source to the
receiver. The channel in an communication communication system consists of one or
more kinds of media, such as radio, television, newspapers, magazines, billboards, point-
of-purchase displays and so on. The impact of the communication can be different for
different media. Any communication system has a channel capacity. There is only so
much information that can be moved through it and only so that a receiver will be
motivated to receive and be capable of processing.
Receiver: The receiver in an communication system is also called the target audience.
Thus, the receiver can be described in terms of audience segmentation variables,
lifestyles, benefits sought, demographics etc .Of particular interest will be the receiver’s
involvement in the product and the extent to which he or she is willing to search for
and/or process information. It is the characteristics of he receiver- the demographics,
psychological and social characteristics- that provide the basis for understanding
communications, persuasion and market processes.
Destination: The communication model in Figure1 allows for the possibility that the
initial receiver might engage in word-of-mouth communication to the ultimate destination
of the message. The receiver then becomes an interim source and the destination becomes
another receiver. The word-of-mouth communication resulting from communication can
be a critical part of a campaign. It is only the word-of-mouth communication that has the
credibility, comprehensiveness and impact to affect the ultimate behavior of a portion of
the audience. Furthermore, communication can actually stimulate word-of-mouth
activity. Even when it cannot stimulate it, knowledge of its appropriateness and power
can be very helpful.
An Communication message can have a variety of effects upon the receiver. It can:
Create awareness
Communicate information about attributes and benefits
Develop or change an image or personality
Associate a brand with feelings and emotions
MARKETING COMMUNICATIONS MODEL
MODEL OF COMMUNICATION
The functions of communications include informing, persuading, reminding, adding
value, and assisting other organizational efforts. The communication process consists of
the following elements:
• A source (or sender) has thoughts to share with others. The sender includes the
organization communication, a spokesperson, or a salesperson. Celebrities are
often used in communication because they represent the desired qualities that an
advertiser wishes to associate with its brands. A celebrity is a personality who is
known to the public for his or her accomplishments in areas other than the product
class endorsed.
• A channel is the path used to transmit the message. Marketers select the promotional
media that best target and reach customers. Media refers to the entire set of channels
through which it is possible to transmit messages to some people or the entire public.
The channel can take the form of broadcast (TV and radio), print (newspapers,
magazines, direct mail), display media (billboards, signs, posters), or electronic (Internet
web pages, diskette presentations). If the function of a channel is to distribute the same
message to many
• The Internet is both a mass medium and a carrier. It can reach many people
simultaneously and provide a high level of interaction. The dialogue between
marketer and customer is always evolving. The Internet can be used by marketers
to create individual dialogues and even to change a message as marketer and
customer get to know each other. This provides the basis for the one-to-one
marketing process that is at the center of contemporary consumer marketing
activities.
The Internet is an exciting and powerful addition to traditional media. Interactive media
represents the fastest growing type of media. Interactive communication directly
involves the viewer, who controls how much information he or she receives. The
interactive two-way communications capability of the Internet, combined with its broad
and rapidly growing acceptance around the world, has attracted advertisers. The Internet
provides a medium for promotion that can be used to identify prospects, collect
information profiling those prospects, and execute micro-segmentation promotion
delivery strategies. Online promotional content can be tailored to current or past
customer behavior, attributes, knowledge or prior buying behavior, or a combination of
all three.
• A receiver is the person or group with whom the sender attempts to share ideas.
Marketers want a response, the reactions of the receiver after being exposed to the
message.
Ethnology inspired research Studies in this category rely on a set of historic and general
society values to explain perceived differences in communication in two or more
countries.
TYPES OF COMMUNICATION
1. Verbal communication
Verbal
Communication
Oral
Written
E-mail
Non verbal
Communication
Expression Body
Expression
Behaviors Language
-Expression
-Expression behaviors
-Body language
COMMUNICATION DISTINCTIONS
COMMUNICATION
DISTINCTIONS
1-Formal/Informal
official/unofficial information exchange
2-Vertical/Horizontal
superior-subordinate/peeers
3-Personal/Impersonal
situation of mutual influence/exchange without mutual influence
4-Instrumental/Expressive
necessary for job /No job information transmission
SENDER-RECEIVER MODE
Each single communication 5’ steps
1
Formation
5 2
Decoding Encoding
Message
3
4
Transmissi
Reception
on
1-Message formation
2-Message encoding
3-Message transmission
4-Message reception
5-Message decoding
(pathway between 2 people-INTERACTIONS occurs)
COMMUNICATION NETWORK
COMMUNICATION NETWORK
Wheel
Chain
All channels
- Wheel
-Y
- Chain
- All channels
EFFECTIVE COMMUNICATION
-Related to communication
-Related to choice of channel
-Related to message structure
-Related to delivery style
-Related to mode