TITLE- The Myth of Footfall: Case study at Themobilestor

Jaipur

Praveen Pandya

Lecturer (SIM) Nathdwara

prvn.pp@rediffmail.com

Mob:-9829221289
The Myth of Footfall: Case study at
Themobilestore Jaipur
Abstract

In Indian retail lot of companies came into the retail market to churn the Indian
consumer with the ideas of big corporate malls, multinational atmosphere and big
dreams .However only some of them able to get the test of success because they
all unable to understand Indian consumer in different demographics. Only
metropolitans are working in big corporate houses are in the category of most
conversable footfall for the retailers. They hired very experienced people with big
packages but they failed to get consumer advantage with emotionally attachment
to the sells squad of companies. They relocated them from one place to another
place in short period of time . A store manager who stayed on one place for more then
one year and did market research activities converted footfall into buyers with more
percentage.

Objective of the case study is to use the market research for footfall
enhancement, the research identifies to the gap of footfall and final purchasing
consumer of themobilestore mobile retail chain and their mobility to another retail
shop.

Key Words:-ATL-Above Trade Line, BTL-below trade line, DSR-daily sales

report, SOD-start of day, EOD-End of day, SKU number-Store keeping unit,

Situation:-Themobilestore North head Mr. Sameer Kumar though that he

would get success of companies’ stores fast as compared to Delhi .He send Mr.
Satyajeet Dhingra to jaipur because he worked in jaipur with Mc Donald’s food
retail chain in jaipur and he had very wide work experience of soft skills and
passions . Companies Hr Manager Sangeeta Singh came to Jaipur to appoint few
people for its starting operations .She recruited very fresh people for the company
with less salary and high ambitious professionals. In this team a store manager
four deputy manager and five sales associate. Mr.Ravi Ruia (chairman of ESSAR)
came to jaipur to see the locations at various places. He selected for base locations
in jaipur. Suddenly Mr Dheengra left the company, and Mr. Kumar appointed
new Area ops Manager Mr Mahindra Ghosh(Changed Name) from reliance and
least experience of retail and very less technical skills but was very good at people
management. He took a long time of one year to understand the retail concept
because it was not a store of selling vegetables or chocklets, because management
was dizzy and thought that we require state head to get the productivity at stores.
They hired state head Mr Retuparno Acharya (changed name).He was unable to
understood initially drawback for next three months .Company gave him new
target to open new stores in various new locations in Rajasthan. He was very
tanced because he got new target of store launching and somewhat productivity
from opened stores. After some time company tightened its store operations and
started process compliance of its operations. On other side Companies Hr
Manager Ms Prarthana Bhaseen appointed new people for store operations;
however at this stage the situation was very bed, because former people facing
very big management pressure of store target and footfall was decreasing rapidly.
The reason behind decreasing footfall was newly opened store of spice groups
Hot spot stores, and cost of this store handset .Suddenly company appointed new
two Area Operations managers Mr.Abhjeet Bose and Mr.Ravi Sharma.Two
Management trainee from a business school in pune were also send to handle the
situation in rajasthan . It was the situation that where only one manager was
required company was paying 7 lac average salaries to only its managers and
pressure was increasing for productivity of these managers. Company was also
facing problem of mobile theft .Suddenly Mr Acharya transfer to Delhi because of
his management was not good .On other side companies sell in Delhi was
increasing. To solve the situations companies’ top management send Mr Rajeev
Bharadwaj from Mumbai, he also was not able to handle situations he appointed
two new area operations manager for Bikaner and Kota ,it also increases the
burden on the companies salary burden. Mr.Bharadwaj resigned. Despite the
doing customer Focus Company invested its lots of money to increases higher
level management. Company was suffering from footfall and some steps were
done by a store boy Mr.Mukesh Chawala at Themobilestore Crystal Palm Store
jaipur and he got productivity from his employees and gained stores break even
point.

Questionnaire for Footfall shortage

No of people 100

1. Please rate the following levels of service on a scale of 1-5 where 1 means poor and 5
means excellent. You only need to give me the number of your response.

These are some basic points- If your answer is yes then how much.

Q1. Is environment of store in not friendly?

(A)Very poor (B) Poor (C) Average (D) Good (E) Excellent

Q2.Is people of store are not professional?

(A)Very low (B) Poor professional (C) Average professional (D) Good (E) Excellent

Q3.Is people of the company are unable to know your needs?

(A)Very less capable (B) less capable(C) Good (D) Excellent (E) can’t say.

Q4.Is people of store don’t have good product knowledge?

(A)Very less (B) Confused(C) Good (D) Excellent (E) can’t say

Q5.Store has not good visual merchandising system?

(A) Very less (B) Average(C) We requires change (D) Excellent (E) cant say.

Q6.Is store has not proper range of handset?

(A)They don’t have (B) Not fully (C) they can arrange from other store (D) every brand
(E) Not tested yet

Q7.Is store is not your neighborhood store?

(A) Very near (B) At Walking distance (C) within our range (D) Very far (E) we don’t
know.

Q8.Do you don’t have trust on after sales service of TMS.

(A)We don’t have trust (B) something –Something (C) yes we have but not confident
(D) Yes we have (E) cant say.

Q9.Are TMS prices are higher then other companies store.

(A)They have other offers available (B) Costly then other retailer but seal packed handset

(C)Yes 10 to 15% higher (D) we don’t bother (E) we haven’t checked.

Q10.Are you aware about the company is No. one Company in Indian mobile handset
market.

(A)Name does not matter because company selling same brand as other retailers (B)Yes

(C)We believe on company because my friend told me (D) we don’t think so (E) we
don’t know.

We find the answer for these questions as feedback in % as per

this table.

A B C D E

10 17 23 15 35

7 16 27 22 38

15 29 26 12 18

25 27 27 11 10

19 12 39 17 13

05 23 33 25 14
 06 16 18 43 17

23 26 31 19 11

16 14 41 05 24

17 09 16 34 25

Findings from study and action taken

From every query it was found that it was a not big problem to increase the foot fall but
only problem appeared that how to convert this footfall and increase conversion ratio.
Mr. Mukesh Chawla identified the problem and he started ATL and BTL practices of
marketing. Above trade line is the practice that to give add in Television media and Print
media, whereas below trade line is the conventional methods of marketing. He started to
keep all SKU numbers (Different types of product range) .He also collected contact
number of his present customers from previous sales invoices and started call how the
handset is working to build up relationship .He also started to send them messages on
their birthday to SOD from EOD in free time and maintained new customer record in his
DSR.

Conclusion

Lot of retail companies came into the Indian retail market but it was only a storm in the
plate of tea. Many retail companies tool big debt and started their business with success
dream some of them like Subhiksha retail closed the entire operations across the country.
It is said that A Bird in hand is good compare to the two birds in bush. If any company
wants to establish retail operations in India .They don’t need to fast capture the market
but first they need to know how to emotionally attach with Indian consumer like local
retailers.
References
1. Marketing management by Philip Kotlar.

2. Marketing Mastermind.

3. Market research :C R Kothari