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Super Specialty Perfume Shop

This document outlines considerations for opening a specialty perfume retail store. It discusses segmenting and targeting customer demographics, selecting an optimal store location, procuring exclusive perfume brands, designing store layout and interiors to showcase products attractively, and implementing branding and promotional strategies through various media like magazines, billboards, and fragrance launch events. The goal is to analyze design and positioning decisions that complement the brand's objectives and offer customers a total shopping environment that impacts their mood and purchasing attitudes.

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Binay Tiwari
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580 views14 pages

Super Specialty Perfume Shop

This document outlines considerations for opening a specialty perfume retail store. It discusses segmenting and targeting customer demographics, selecting an optimal store location, procuring exclusive perfume brands, designing store layout and interiors to showcase products attractively, and implementing branding and promotional strategies through various media like magazines, billboards, and fragrance launch events. The goal is to analyze design and positioning decisions that complement the brand's objectives and offer customers a total shopping environment that impacts their mood and purchasing attitudes.

Uploaded by

Binay Tiwari
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 14

Super Specialty Perfume Shop

1
Flow of Presentation

 Introduction to retail Industry


 Classification of Store
 Specialty Store-Perfumes
 Marketing Decisions
 Store Layout Key Considerations
 Segmentation & Targeting
 Store Location & Layout
 Store Layout Interiors and Display
 Branding & Promotions

2
Retailing

 It is the last commercial link in the marketing channel


and the point where products finally reach their users

3
Types of Retail Store

 Specialty Store
 Department Store
 Super Market
 Convenience Store
 Discount Store
 Off price Retailer
 Super Store
 Catalog Showroom

4
Specialty Store - Perfumes

 Rumba  Royal
 Charlie  Grace
 DO IT  Tea Rose
 Romance  Havoc
 Poison  Freedom
 Kens Flower  Galaxy
 Professy  FINE Flower
 Jazz  MusebyJOOP
 900  C.K.One

5
Marketing Decisions

 Segmentation & Targeting


 Location
 Product Assortment
 Product Procurement
 Prices
 Services
 Store Atmosphere
 Branding & Promotions

6
Segmentation & Targeting

 Market Segmentation & Target Market


Population Characteristics
Buyer Behavior Characteristics
Household Income
Household Age Profile
Household Composition
Community Life Cycle
Population Density
Mobility

7
Location

 The choice of location is crucial because of the


complex decision making involved, high costs,
immobility after site selection and its possible impact
on the retailer strategy
Identify the most Identify the most Select the best
attractive markets attractive sites site(s) available
in which to operate that are available
within each Eg:Colaba
Eg- Mumbai
market
Delhi Eg: Mumbai
Kolkata Colaba
Juhu
Bangalore Malabar Hills

8
Procurement

 Information is gathered about target market needs and


prospective suppliers.
 Merchandise handling decisions are taken relating to
receiving & storing, price & inventory marking,
displays, pilferage control etc.
 All perfumes Directly import from France, Dubai,
Holland, Germany, India and Saudi Arabia.

9
Product Assortment

 Exclusive International Brand that are not available at


the Competing Retailers
 Based on Fragrances
 Based on the Gender

10
Store Atmosphere

 Important aspects of store design & Visual Merchandising:


 Signage & Atmospherics
 Lighting
 Walls
 Floors
 Attractive Store Displays
 Using Scent, Sound,
& Taste to Create Value

11
Branding & Promotions

 Branding means endowing products and services with


the power of a Brand.
 Branding will be done using one of the media:
 TV media
 Print Media
 Paper Ad in Fashion Magazine like Vogue.
 Business Magazines
 Hoardings at Phoenix Mills.
 Launching of Fragrance Wardrobe

12
Conclusions

 Analyzing the positioning and importance of inventive


design for the retail brand to ensure that one makes a
decisions that don't just offer creativity but are tailored
to your brand and company objectives
 Planning an effective store design strategy
 Understanding how consumers respond to the total
environment and how this may affect their mood and
attitude while in your store
 Examining the impact of different color pallets to
ensure you fulfill your design brief and accurately
target your customer  

13
THANK YOU

14

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