Luminarc*

A Brand Of Arc International

Presence In L.F.S.
Wide presence over LFS chain InIndia, Names are given below BIG BAZAAR

HOME TOWN
LIFESTYLE EVOK MAX HOME CENTRE CAREFOURE

MORE TOTAL
FUTURE GROUP CHAINS D MART

KRA For Proposed job

First of all I like to highlight to job responsibilities for the Job is offered. Sales - Assigning targets to each RSE, supervisor and CRO - primary and secondary sales . Prepare product mix plan as per store requirement and Sales projection Arrangement and Supervise the stock mix at stores Ensuring right coverage of stores by self and team CFA management for LFS operations People Management - Managing a team of CROs, supervisors and sales officers Retail Marketing - Prepare retail marketing activities (promotions, SOH, festivals) Managing expenses within budgets for the regions Channel Expansion - Handling new stores opening Relationship Management - Building relationship with store and regional teams of chains

Tracking market share of all brands and categories

Process Control by Strict adherence to the prescribed SOP across all business models
Retail & Primary sales target achievement Market Share - Achievement of targeted market share across all stores People Management - Adherence to people productivity norms across stores Manage and motivate sales teams at stores and field and ensure the desired Esat score Ensure sales teams receive all the relevant training Flawless and in time execution of all activities Building strong relationships with the local store and regional business teams.

Commercial Management- Closing of all local commercial issues at regular intervals Follow up and Insure the collection of payment as per discussed Term with channel partners.

Case Study LFS Chain - Lifestyle

Luminarc is one of the strongest brand among all stores but In North brand have strong hold . Top three stores are from North only , but if we see figures overall south is doing good in numbers Big Stores are performing well while new stores and going little slow.. I would like to present S.W.O.T. analysis for brand, these are my finding which may be not correct

S.W.O.T. Analysis
STRENGTH:1.Brand have sound reorganization
among tableware.

2.Quality and clarity in glass are one of the finest among competitors. 3.Pricing is also on factor which help to lead sales. 4.Wide range in Category. 5.Display and Presentation are good across all stores. 6.Maximum Sales in all stores in category , we can say leader in most of the store in their category. 7. Marketing activity is interactive, strong recog. In print media. 8. Availability of product and fast replisment & supply management. 9. Very low qty. of product which stuck at store level. 10. Core range is wide and safe to play with .

 Weakness
1. In most of the store we have very small range & available range is in only glasses, other category is missing. 2. In Glassware competitor have vast range, Brand Like Ocean and other, having wine range , where we are lacking. 3. Dinning ware is a category which can give us high value sales which is missing, in competition Corelle having wide range of dinnerware across all stores. 4. We dont have our fixture at any store, so we cant ask for our dedicated space. 5. Regular market Visit is also issue, nobody visiting store on regular intervals. 6. Interaction with store people is lacking. 7. Store Staff is also concern.

Opportunity

1. Maximum specially Dining range can be introduce at all store, where there is a potential. 2. In available category luminarc share 60 % of business among competitors, which can be increased by taking extra initiative at store level. 3. We can take our distributors in confidence and can give a broad picture about our current share as well as projection so they can open their hand and co-operate with us to in maximize the business. 4. We can ask store category people to increase our self space as well as individual fixtures. 5. Find out the gaps with competition, and try to fill out those gaps. 6. We can more focus on Marketing plan and marketing activity to catch more eye balls.

 Threat
Our Major threat is our competition , if we give niddle point space to them, they will not loose single chance to beat us. So we should always open our eyes the check out for possible gaps and we need to plan strategically. Re-filling of Stock should be fast, other wise our assigned space can be given to other brand.

Findings & Suggestion

Marketing plan should discuss with our channel partner as well as our distributors. Right product mix which can cover maximum range . Regular interaction with store people for their feedback on product as well as requirement. Team leader can be appoint at regional level who can visit store on regular intervals on daily basis Sales staff should be given to those store who can give us more than 1.50 Lac business per month, It can increase our costing but , it will help us to set milestones. Sales staff motivation and Training session should be regularize. Maximum category can be introduced at store to store. If we gave our fixture and display material, which also help to put our maximum range on floor. Core range always safe, so increase our core range at store level. We can take end cap on weekly basis to observe to sales, if works out than we can to this activity on regular basis. In store branding require for awareness.

 I have visited few stores , and wish to highlight that our product is keeping with competitors product , sometimes it help us to as well as customer to compare quality and price, but some times it reverse and our product loose the sale. In Shoppers Ocean, Stop , Pasabache , putted in one gondola along with Luminarc, which affect our sales.

Noida- Home Centre

Lifestyle Mahagun Mall Gzb

competitors product range

 Data which is sent to me for lifestyle store, As per my understanding , I will plan full available range for Home Centre stores and 70% of that range at Lifestyle stores but I will keep tight hand in case of max and other outlets for this group of chain.

New Business opportunity

Metro Cash & Carry Best price Easy day Walk Land retail

West side

These are few store where we can place our product category, Apart from this, if any other new chain come up , than I will definitely like to crack that deal, and I think I can do negotiations part with any chain outlet.

 This SWOT analysis and suggestion Is my opinion, and some point can be wrong and not worthy , but This is only my personal finding, which I express in this presentation.

Thanks !