REPORT ON IN-STORE MARKETING COMMUNICATION (SPENCERS)

BY HARI PRATAP SINGH

About
Spencers Retail Limited is a multi-format food-first retailer providing a wide range of quality products to discerning young customers - well-travelled citizens of the world, looking out for authentic flavors and experiences in a fun-filled shopping environment. Our brand positioning Makes Fine Living Affordable embodies this approach, delighting shoppers with the best products and services that enable a fine living at reasonable prices while providing them with a warm, friendly and knowledgeable retail environment. Part of the Rs 15,500 crore RPG Group, we run about 200 stores (including about 30 large format stores) across 35 cities in India, employing more than 7,000 people. As one of the earliest entrants in the retail space in India, we have been instrumental in introducing Indian consumers to the concept of organized retailing, becoming the countrys first grocery chain back in 1920, and offering the joys of hypermarket shopping in 2001. A food first retailer we offer both fresh and packaged foods as well as groceries. We also have a wide selection of electronics and electrical equipment, home and office essentials, garments and fashion accessories, toys, and personal care.

Innovations
Throughout its long history (the first ever Spencers store opened in 1895), Spencers has been a recognized and respected player in the Indian grocery business, synonymous with quality goods and services, trusted by Indias exploding population of the upwardly mobile middle class. Spencers has continually helped reshape the retail landscape in India, introducing a host of innovations to make shopping even more convenient and enjoyable for the consumer

Formats
As the pioneer in organized food retailing in India, the modern-day Spencers started operations back in the early 90s, in South India. We run more than 200 stores across 35 cities in India. Currently, we offer customers two retail store formats: Convenience stores, called Spencers Hypermarkets, called Spencers hyper

Spencer's are neighborhood stores that cater to the daily and weekly top-up shopping needs of consumers. Ranging from 1,500 to 15,000 sq. ft. in size, they stock, at minimum, an assortment of fruits and vegetables, food and non-food Fast Moving Consumer Goods, staples and frozen foods. The larger of these stores, having a floor area of more than 10,000 sq ft sometimes offer a selected range of baked, chilled and frozen foods; personal and home care products; baby care; basic apparels and electronics and electricals. Spencer's hyper are megastores, which combine a supermarket with a department store. At least 15,000 sq. ft in size, they stock, on average, 70,000 items, giving shoppers fantastic deals across food, fashion, home and entertainment all under one roof. Spencers hyper are destinations for more than just shopping. Country and theme festivals, the Spencers Chef Corner with master chefs showing you how to prepare exotic dishes, Modern Menu our in-store food court, wine or cheese tasting sessions theres always something extra happening at a Spencers hyper.

Stores in Eastern U.P.

There are three types of stores: Hyper (Lucknow 1, Gorukhpur 1) Daily (Lucknow 11, Varanasi 4) Super (Allahabad 1)

Categories in items of stores

Categories

Food Non food Home (HWP) Garments Electronics Bakery F&V Stapple

Merchandisers

Puskar Sir Puskar Sir Deepti Mam Amit Chaturvedi Manoj Bhatnaker Amit Yadav Sugandh Sri. Pradeep Mittle

Marketing
In Spencers marketing is totally related to generating the footfal in the stores. ( Footfall number of customers those who visit the store.) Marketing Strategies consist of three steps:-

There are two types of marketing activities: A.T.L - Above the line B.T.L - Below the line ATL is being carried out by the head office and BTL is carried out by the marketing managers of the respected cities.

POP execution in Retail Organisation

POP- Point of Purchase POPs are a part of in-store marketing communication. They display the offers and prices of the products which facilitates the customers to purchase the product. There were various types of POPs: A6 (Jacket) - landscape and portrait

 A5 - landscape and portrait A4 - landscape and portrait But presently the design of the POPs have been changed and there are only 3 types of POPs : A6 (Jacket) - landscape A5 - landscape A4 - landscape

Criteria of POPs generation and execution Spencers has its MOC ( Month Of Cycle) starting from 25th of month and ending on 24th of next month. On 20th of each month every merchandisers generate the new offer list. Stores are send the new promo list and system price is also being set by the Head Office, Kolkata. Employees of the stores makes the POPs according to the promo list. All the POPs are printed but they are not completely placed because some offers are not shown on the system . Hence they are placed later to avoid mismatch of prices. POPs are placed in the night of 24th or early morning of 25th and the new offer starts from 25th morning.