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West Bengal University of Technology

Summer Project Report


2008 - 2009

Popularity and Promotion of brand Planet M


At

Planet M, Kolkata
By Aditya Sharma WBUT Registration No. 136070912029 of 2007-2009 WBUT Roll No. 13609062034

ARMY INSTITUTE OF MANAGEMENT


KOLKATA

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Contents
Certificates Acknowledgement Executive Summary Chapter I : The Company 1.1 Company Profile Chapter II : The Project 2.1 Purpose 2.2 Scope of study 2.3 Methodology Chapter III : Collection & Analysis of data 3.1 Data Collection 3.2 Data Analysis Chapter IV : Promotion Chapter V : Findings & Recommendations 4.1 Conclusion 4.2 Constraints & Limitations 4.3 Recommendations Bibliography

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GUIDANCE-cum-COMPLETION CERTIFICATE

This is to certify that Mr. ADITYA SHARMA, WBUT Registration Number 071360709101033 of 2007 2009, WBUT Roll Number 071360709033, has undertaken the project titled Popularity and Promotion of brand planet M under my guidance from 20th May 2008 to 20th July 2008 at PLANET M RETAIL LTD.

Organizations Seal

External Guides Name: Smita chakraborty Designation: Asst. Manager Marketing (East) Full Signature:

Internal Guides Name: Prof. B Chakraborty Full Signature:

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Acknowledgement
This project has been a great learning experience for me and I would like to express my gratitude towards all the people who guided me throughout, and without whose guidance and support, this project would not have been completed successfully. I would specially like to thank my guide at PLANET M, Mrs. Smita Chakraborty, Marketing Head, Planet M, Kolkata for her continuous support, encouragement and guidance during the project. My sincere gratitude to my faculty guide, Prof. Biswajeet Chakraborty, Army Institute of Management, Kolkata who has been a source of knowledge and inspiration. I would like to thank all those people have directly or indirectly helped me in the successful completion of this project. Aditya Sharma

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Executive Summary
Advertisement touches the mind, Branding gets the Heart

This project work is carried out, on Brand Popularity and Promotion of Brand Planet M, Mobiles, Music, Entertainment and Lifestyle Chain of Videocon Retail Ltd. The project was carried out in two phases, in first phase an external market survey was done to find how popular the brand is compared to its competitors and to know about peoples awareness of the store and its products. Also the survey was conducted to find out about the popular mobile brands and mobile destinations. In the second phase an event called Weekend Gaan Fun was organized starting 21st June, World Music Day on weekends that continued for five weeks. The event aimed at increasing the footfalls and popularity of Planet M, and thus helping in brand promotion of Planet M. This event was conducted at Alipore and Elgin Road stores. Chapter 1 of the report consists of Planet Ms company profile. It contains general introduction to Planet M, its history, its growth as entertainment destination, its takeover by Next, Videocons retail arm, its product range etc Chapter 2 of the report is the project profile, it starts by giving the purpose and scope of the project and the method adopted for the project. Chapter 3 is concerned with Data collection and Data analysis with graphical description of data collected regarding customers perception and acceptance about the store and its products. Chapter 4 discusses the phase two of the project where the details regarding promotional activities are mentioned. Chapter 5 contains conclusion of the project, the limitation faced by the project and the recommendations of the Project work.

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Chapter I The Company

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1.1 Company Profile


The Planet M story began with a single swanky store at Times of India Building, V.T. on 15th August, 1999, with the country celebrating its 52nd Independence Day. It was high on attitude and ambience, and mind-blowing in its superlative collection of International and Hindi music, movies, CD-ROM games and a home-grown line of trendy attitude wear. Planet M fed the passion of the music-hungry crowds that trooped into the store with generous helpings of live music performances by legendary and popular musicians, high-profile celebrity visits, and path-breaking album launches. As the demand for the Planet M way of entertainment grew, this retail store grew in numbers, dotting the skyline of the major cities and sweeping across the vibrant satellites and mini-metros too. And to add to the list Planet M has now taken the initiative to cater to the vast mobile using masses offering a variety of swanky mobiles to choose from. Planet M has become a perfect blend of entertainment which is affordable, feel good and indulgence.

The History
The Planet M was originally launched on 15th August 1999, long before organized retail became a business buzzword, by Bennett Coleman and Company Limited, the Times Group. Planet M grew to become the country's largest music retailing business. In fact, the chain is probably India's first organized retail chain in the music entertainment space. On 7th November, 2007 Consumer durables company Videocon Industries, through its retail arm, NEXT acquired Planet M, for Rs 200 crore. With Planet M under its fold, Videocon plans to increase the number of stores to over 1,000 and synergize the operations with its existing 500 stores of Next. Bennett, Coleman sold Planet M as the media group wanted to shed its non-core retail assets.

The Times Group


In 1838, The Times Group started operations. After about 169 years, with over 7000 employees, 11 publishing centers, 5 daily newspapers and 2 lead magazines that reach over 2468 cities and towns, the group has become the biggest media conglomerate in India. The Times Group boasts of producing the world's largest English daily broadsheet - The Times of India, the world's second largest financial daily - The Economic Times and top film and women's magazines - Filmfare and Femina.

Launch of Planet M
In the late 90s, after about a decade of liberalization, the media environment in the country began changing. The distinct difference between the media and the entertainment industry, prevalent till then, started to blur. With an established numero
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uno tag in publishing, The Times Group felt the need to diversify into other associated sectors. The organization set out on its path to metamorphose into an integrated media and entertainment firm. As part of the initiative, the company made its foray into spaces of radio, internet, multimedia and music. That was the genesis of Times Music, the music production, promotion and distribution arm of The Times Group and in 1998 The Times Group entered music business with Times Music. This further led The Times Group to enter music retailing business in the year 1999.The first store was opened at Times of India building, V.T., Mumbai on 15th August 1999.

Videocon Industries
Videocon Industries (VIDEOCON), the 3.5 billion USD flagship company of the Videocon Group, is a diversified company having varied interests including consumer goods, oil and gas. It was incorporated on Sept. 4, 1986. The company is into the key sectors of consumer durables, display industry and its components, color picture tube glass, and oil and gas. Consumer durables comprise color televisions, washing machines, air conditioners, refrigerators, microwave ovens and many other home appliances. The display and color picture tube (CPT) divisions have been recently acquired from Thomson. In the oil and gas segment, Videocon has a 25% stake in the RAVVA joint venture, which produces 50,000 barrels of oil per day and is also exploring opportunities in Jordan, Yemen, Ukraine and Nigeria. The company has been allotted a block in Oman having potential reserve in excess of four billion barrels for exploration and production. The ISO 9002 certified company has entered into a license agreement with CopyTele, Inc. under which Videocon will manufacture and market products, including TVs, using CopyTele`s display technology. The company acquired Planet M, the music and entertainment retail arm of media house Bennett, Coleman & Co. The acquisition was done by NEXT, the company`s retail chain for consumer electronics and home appliances. EKL Appliances (formerly: Electrolux Kelvinator) has been amalgamated with the company. Through group activities, the company has the widest sales and service network in India supporting seventeen locally-based factories. In addition, the company has access to
facilities in Italy, Poland, Oman, China and Mexico. The registered office of the company is located at 14 Km Stone, Aurangabad-Paithan Road, Chittegaon village, Paithan taluka, Aurangabad-431005, Maharashtra.

Next Retail India Ltd.


Indian durable major Videocon quietly moved into the consumer durables retailing space through NEXT, a chain of stores across the country. NEXT is the revamped and scaled up version of Plugin Sales, the Vijaypat Singhania-backed Raymonds durable retail chain which was acquired by the Dhoots for an undisclosed amount. Launched in 2002, Plugin failed to take off in a big way since it did not have the deep pockets to scale up the business. Raymond had planned to scale it up to have a pan-8-

India presence, a venture later handled by the Dhoots. Raymond had a 60% stake in the venture with the balance divided equally between N Gupta and Plugins CEO Nitish Tipnis, both ex-Videocon hands. Mr. Gupta floated the venture when he was working for Raymond as group president and whole-time director. Videocon had later completely bought over the stakes held by all the promoters. Consequently, Videocon held two-thirds of the stake in the retail venture while marginal stakes were held by a couple of foreign funds. The company maintained the brand-name Plugin for a while but later integrated all the outlets under the NEXT brand name. However, sources said since Next is a multibrand stores which stocks every brand in the business and therefore, not a Videocon exclusive chain of stores, the conflict of interest does not arise. Apart from retailers margins, Videocon also has the manufacturers margins to drive scale and profitability in the retail venture. NEXT is one of the emerging giants in the organized retailing of consumer electronics and home appliances products which has been formed to tap the immense potential of the 50,000 crores retail industry. NEXT is a project developed by a consortium of investors and professionals with more than 3 decades of retail experience. Under the aegis of NEXT Retail India Ltd, NEXT has now become the only consumer electronics chain that delivers across India with its presence in 16 states and over 384 outlets spanning across all metros and mini metros in the country. Aiming to be a multi-brand multi-product outlet it stocks an entire range of consumer durables right from Air-Conditioners, LCD and Plasma TVs, Home Theatre systems, Washing Machines, Refrigerators, Microwaves to small Home Appliances. NEXT has some of the topmost brands such as Electrolux, HCL, Hyundai, Kelvinator, Kenstar, LG, NEXT, Nokia, Onida, Philips, Sahara, Samsung, Sansui, Toshiba, Videocon including its own brand under its stable. Next has an ambitious plan to create a network of more than 400 retail outlets and a targeted turnover of more than Rs. 700 crores by next year. Being Indias largest chain of electronics showroom, NEXT promises to deliver across the country subject to the availability of a NEXT outlet in the state. Further NEXT is the only chain to do institutional supplies across all product categories and across brands. The highflying brands you come across here are coupled with a host of freebies surprise gifts, specialized prices, opening offers, holiday packages, zero percent finance options, attractive exchange offers and free home delivery within city limits as part of a launch offer. And aah! there is also an exclusive range of NEXT CTVs and home appliances.
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Now, NEXT is all set to enter other lifestyle categories as well. For a consumer, this means a complete shopping experience. A single roof, under which premium brands from various categories would be available at competitive prices.

The Acquisition
Videocon Industries through its retail chain, NEXT had acquired Planet M, the music and entertainment retail arm of media house Bennett, Coleman & Co. (The Times Group), for Rs 200 crore in November 2007.Planet M then had 150 stores across 42 cities in India and was mainly into organised music retail and home entertainment business. With Planet M under its fold, Videocon planned to increase the number of stores to over 1,000 and synergise the operations with its existing 500 stores of Next. Videocon aims to increase the turnover from its retail business to around Rs.2000 crore of which half of it would be contributed by Planet M alone.Videocon which had bought 100 per cent equity in Planet M from media house Bennett, Coleman & Co, planned to open 500 stores in following 18 months entailing an investment of Rs 1,000 crore. For Videocon, this meant that it could use its back-end strength to venture into frontend retail and also diversify into other businesses such as digital downloads and DVD rentals. Planet M boasted of over 5.5 million annual walk-ins across its stores and a healthy conversion rate of close to 40%. As a result, the chain had been experiencing robust growth of over 33% CAGR. Arun Arora of the Times group had said: "We were looking for a partner who shared our vision about the business and was not going to be merely a financial buyer. It gives me great pleasure to announce that we have now found a good home for Planet M, where excellent care will be taken of the brand, the employees and the growth of the business.'' Lazard India had advised BCCL on this deal. Venugopal Dhoot (COO, Retail Next) had replied saying: "It is a great strategic fit with our aggressive retail plans as Planet M enjoys a very good brand equity specially with youth and we have acquired it to utilise the same '' A majority of Planet Ms turnover came from the music and home entertainment business. However, the music retail chain had also emerged as one of the leading sellers of iPod and console games like Microsofts X box. NEXT planned to launch a range of new IT products through Planet M stores. According to a Ficci-PwC report, the Indian music industry expected to post an annual growth of around 30 per cent every year to Rs 8,700 crore in another four years.

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Planet m goes from Music, Movies and Beyond to Mobiles, Music, Movies and Mauj

Planet M, the entertainment and lifestyle chain of Videocon, is now focusing on mobiles and IT products to garner higher revenues, after Videocon took over the chain from media house Bennett, Coleman & Co late last year. The chain is expecting to get nearly 70 per cent of its revenues from mobile phones and IT products in a couple of years from a meagre 30 per cent now. Interestingly, as a category, while mobile phones offer a gross margin of mere 6-8 per cent, for music it is a whopping 30 per cent. But the differentiating factor is the sheer size of both the segments and growth rates. According to estimates, mobile and allied segments are a Rs 1 lakh crore industry and is growing at 60 per cent annually, whereas music and entertainment is a Rs 2,000 crore segment and growing at a mere 7-8 per cent. Planet M will leverage on its strength in the music and entertainment space converging around mobiles and software as Customers are increasingly going for convergence products and Planet M will cater to that demand. The chain is rolling out nearly 400 stores and expecting a revenue of Rs 650 crore in FY09, nearly four-fold increase from now. The chain already has nearly 175 stores. To sell IT products and mobiles, which need a different expertise than that of music and entertainment products, Planet M has got personnel on deputation from the group company Next, the consumer durables and electronics chain of Videocon.
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Planet M has 25 flagship stores of 2,000-5,000 sq ft, 50 super stores with a store area of 1,500 sq feet and the rest with a store area of 500 sq feet. After the acquisition, Next has treated Planet M as an independent business unit. Said K S Raman, director, Next, Basically, we are not looking at Planet M to bring in revenues for Next. We are looking at it as an independent unit. Whatever synergies are there, we will share it with all our businesses. Apart from retailing mobiles and IT products, the Videocon group also has plans to launch laptops, mobile phones and gaming solutions under the brand name Videocon by the last quarter of 2008. Planet M sees a great opportunity in laptops, high-end mobile phones and the gaming segment. The new product lines will give Videocon Industries an additional turnover of Rs 1,400 crore within one year and the brand a younger profile, say experts.

Yomo Re-launches Planet M

Lately, Mumbai newspapers carried ads which proclaimed that a UFO had been sighted and that Mumbaikars need not panic. It also disclaimed that UFOs existed at all.

These were teaser ads released by Planet M to introduce its mascot Yomo. This idea of having a brand mascot was initiated by TBWA, while pitching for this business. The idea was to create a disruption with an outer space invasion scare. Since the
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acquisition, TBWA India was brought in to handle Planet Ms creative duties. Besides the teaser ada, a mock site, www.shockingtruths.in was also created which hosted content (data, images and videos) on possible extraterrestrial occurrences. Visitation stories, sightings and reactions were also hosted. Nearly 26,000 views were obtained for these videos. All this was a run up to introduce YOMO, the fun and friendly intergalactic brand avatar of Planet M. YOMO is looking for a fun planet and he soon finds that at Planet M. Planet M wanted to re-launch, so that it was now associated with mobiles and mobile accessories, and yet different from other mobile stores.YOMO was created to embody the brand and its brand promise. Planet M, which started out as a music store, had slowly expanded into other merchandise. It now intends to highlight mobiles as its flagship driver. Hence, all communication focused in that direction. As a brand, Planet M stands for a place where the young hang out, a place where they can get affordable merchandise and indulge themselves. Even though the brand aims to be synonymous with mobiles, as it is with music, it did not try and change its logo too much. The tagline now says Mobiles, Music, Movies and Mauj. Apart from mobiles and mobile accessories, music and movies, the stores also have gaming consoles, downloadable applications and many other offerings that would draw Planet Ms core TG 18-22 year olds. The chain of stores would also like to attract young, upwardly mobile individuals. The concept of YOMO was created to connect to the spirit of the young consumers and of young employees who run Planet M stores with the philosophy of, Life is to be enjoyed and lived to the fullest. The campaign was kick started in the first week of September, but the teaser ran during the fag end of August. The teaser used media channels such as internet and print to spread the intrigue. Presently, the brand has been re-launched only in Mumbai. In the second phase, Planet M will re-launch in Delhi, Hyderabad, Bangalore, Kolkata, and later, Chennai. A pan India launch has been chalked out over the next three to four months. The last part of the campaign was a 10 day fun celebration with YOMO at 10 key Planet M stores, to bring alive the brands promise of fun and celebration along with cool mobiles and merchandise. The payoffs were huge, with high-ticket prizes to be won throughout the day.

The Planet M store sections


I-pod and other MP3 Players: For all music lovers planet M offers I-Pods and other MP3 player that help us carry our music wherever we like. Audio Video Accessories: Anything from a charger to headphones is at fingertips only at this section in planet M. It provides all possible tools to increase entertainment quotient.
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Coolpicks: This is a huge category that includes T-shirts, deodorants, stress balls, bags and special sunglasses from MOJO. The collection is a must have for all. Gaming Consoles: Planet M has a classic range of gaming consoles right from X-box to Playstation here. Hand Held Gaming Devices: Planet M also provides on the move entertainment in the form of hand held gaming devices like P.S.P. etc. CD-ROMs: All type of CD-ROMs are available to entertain the whole family in this section. Music: This is an exclusive place where all the possible music of the world is available; one gets all genres under one roof. Home Entertainment: There is a whole range of DVDs and VCDs available in this section. One gets old hits to latest blockbusters. Mobiles: The latest addition to the project range is Mobiles. Here one finds all mobile range at an affordable price along with some great offers.

Caf Earth
Planet M unveiled India's first Cafe in store at Planet M outlet, Banjara Hills, Hyderabad. Caf eARTh, the place to relax and refresh at its Planet M - a feel good and indulgence store was formally launched by Mr. Saurav Dhoot, Director Videocon Retail Ltd..It is based on the lines of affordability, feel good and indulgence. Planet M plans to launch 250 such cafe-in-stores in the next three years across the country. It is a Caf where, art takes the centre stage Caf Earth is the platform for young budding artists to portray their talent to all. The theme of the Caf is to bring art close to the people. Everyone is gifted with the sense of appreciation towards art. We hardly get the opportunity to visit galleries very often. And not every talent can be exhibited in the galleries. Hence, Caf eARTh is a perfect blend for both the artist as well as the art lovers. The ambience is such that you are in the most relaxed state of mind with ample time in hand. Caf eARTh offers the perfect combination to sooth all five senses. The comfortable interiors, display of art, music in the caf, the aroma of freshly baked pie and a tantalizing sip of hot cappuccino is something one can't resist. The menu ranges from submarines to wraps and pizzas for vegetarians and non-vegetarians. And if you are in a mood to nibble on something there is always brownies, pies and pastries. The list to sip on is endless as well. Tea, coffee, smoothies, juices, and granitas you name it and Caf Earth has it.
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Landmarks in the brief history of Planet M are:


August 1999 : Planet M launched by Bennett, Coleman & Co (The Times Group). Bagged the Prize for Retailer of the Year: Leisure category Bagged the Prize for Retailer of the Year: Leisure category for a second time. Videocon Industries through its retail chain, NEXT acquired Planet M, the music and entertainment retail arm of media house Bennett, Coleman & Co. (The Times Group),. Planet m goes from Music, Movies and Beyond to Mobiles, Music, Movies and Mauj India's first Caf in store at Planet M outlets launched at Hyderabad.

September 2004 : September 2006 : November 2007 :

March 2008 July 2008

: :

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Chapter II The Project

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2.1 Purpose and scope of study


A need was felt to understand and analyze the following: Since Planet M is now big time into mobile handset sales and Videocon plans to launch mobile handsets under its own brand name it was imperative to find the popularity levels of existing mobile brands in the market. Now that Planet M is a retail destination for popular mobile brands there was a need to find its market share along with other mobile destinations. For similar reasons it was needed to find out how customers prioritize various factors while purchasing a mobile handset. Popularity of Brand Planet M as Mobile, Music and Movies destination. Brand Recognition with Planet M tagline to check Planet M Brand Awareness. Peoples recognition of Planet M product line to make sure the arrangement of products at retail stores is good. Open ended suggestions from customers were welcomed to make shopping more convenient and enjoyable for customers. Marketing is concerned with identifying the customers for the firms products or services, determining what they need and want, planning and developing products and services to meet their needs and wants. Promotion of a product is the integral part of marketing strategy and for effective promotion, creating or building a brand is essential. The chairmen of Nirma Ltd. Mr. Karsanbhai Patel says, Brand is not merely a product, it is dynamic phenomenon, a revolution and a philosophy. At the market place it is the brand that sells and not the product. Brands can be considered as sustainable competitive assets and hence Brand building is nothing but strategic key to wealth creation. The crowding of Me Too consumer good brand has led to the development of branding as the essential promotion tool for competitive differentiation. Branding goes beyond the execution of advertising and logos, touching practically the every area of an organization from internal employee communications and operational facilities to dealerships, the Web, as well as the products services that are being sold. Branding is about how ones business motivates the consumer to make a buying decision. And all this requires effective communication of the Brand.

2.2 Methodology
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To identify the problem following steps were taken. The first step was to collect secondary data through exploratory research. The available resources for collecting data were the books, Internet, interviews with store staff and primary data was collected through questionnaire The primary data was collected through structured questionnaire and an interview of 80 people was conducted in Kolkata from catchment areas around various Planet M retail stores in the city. The questionnaire was prepared with the help of the study of the secondary data collected. Since the preferences of the customer had to be known. The rating scale was used for finding out the priority given to various brands and factors while customer made a purchase. The Attitude of the customer was to be measured by the survey methods like face-toface interview, Mall intercept and open-ended questions. The intention of the customer, product information known to the consumer, reliability tested by the consumer about the product and fulfillment of the needs of the consumer.

Conclusion
After collecting the data it is to be analyzed through the correct data analysis method.

Procedure for Data Collection & Analysis


The objective of data collection and analysis procedure was to assure that duplication in collection of data does not exist and that forms and reports were prepared in a logical and uncomplicated format, resulting in a reduction in the number and complexity of required reports. A data collection activity is any manual or automated procedure or device, together with its instructions or documentation, which requests the data collector to collect, maintain, or report information or data elements. Data collection instruments include questionnaire, interviews, internet, books etc. Data collection from primary sources Primary data of 80 people had to be collected from the structured questionnaire by conducting face-to-face interviews. The data was collected from catchment areas around various Planet M stores in Kolkata. With inputs from people of all walks of life. Their behavior and preference was identified by the inputs given by them in the questionnaire. Analysis of the Data Data collected was analyzed on the bases of predefined statement. Each and every question needed to be analyzed in value and then to be shown in percentages for presentation purpose. The data needs to be divided into different segments and then analysis was to be done using quantitative methods. The analysis was shown through
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the use of appropriate graphs for presentation The data that was collected during the project needed to be classified on qualitative and quantitative bases. Then Descriptive Approach was used to identify the groups according to age, gender and occupation. Age, gender and occupation was used as benchmark for analysis.

Chapter III-Collection & Analysis of Data

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3.1 Data Collection


The data collection for product was carried for about three weeks; it included Questionnaire preparation, deciding on sample to be taken and sample size. Survey was conducted based on the questionnaire. The major points considered for data collection were: 80 People of age groups <18, 18-24, 24-35 and >35 were questioned and surveyed. People who were surveyed were students, businessmen and salaried. Direct as well as telephonic interviews were used as tools. The sample size at each catchment area was ten. The sampling location was catchment area near 8 Planet M stores as mentioned below making total sampling size of 80. Camac street Dobson road Alipore Elgin Road City Centre Ulta Danga South city Mall New Alipore

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The data collected can be seen as under:

1.

1. Largest share from sample size is that of students(49%) from school and college, both under and post graduate. 2. 10% of respondants were businessmen . 3. The second largest group was that of salaried people involves in service.

2.

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1. The largest group of respondents comes under age group 18-24 yrs which forms 41% of sample size. 2. This group is closely followed by age group 25-35yrs forming 39% of sample size. 3. These groups are followed by age group >35 and <18 yrs.

QUESTIONNAIRE
Name: ____________________ Sex: _____ Age_____ Location: ________ Place of Survey: ____________________Occupation: _________________

1. Rate of the following mobile Brands according to your PreferencesBrand Rank


NOKIA ______ MOTOROLA ______ SAMSUNG ______ SONY ERICSSON ______ FLY ______ 2. Which mobile outlet comes to your mind instantly if we talk about buying a new handset? a) The Mobile Store b) RPG Cellucom c) Reliance Mobile d) Planet M

3. If you think about a one stop destination of Movies and Music, Which stores comes
to your mind? a) Cross Word b) Music World c) Star Mark d) Planet M

4. Rank the factors you look for when you are looking for a place to buy mobile
handset? a) Accessibility

b) Convenience e) Offer

c) Ambience f) Service

d) Price

5. Which is a one stop destination of Mobile, Music, Movies etc?


a) Cross Word b) Music World c) Star Mark d) Planet M

6. Which brand comes to your mind with the tag line mobile, music, movies and
mauj? a) Cross Word b) Music World c) Star Mark d) Planet M

7. Have you been to any store of Planet M recently? If yes, which and when?
___________________________________________________________________________

8. Which product comes to your mind when you think of Planet M?


a) Movies b) Music c) CD ROMs d) Games and consoles e) Mobile f) T-Shirt and caps
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9. Is Planet M the ideal destination to shop for Mobile, Music, Movies, Accessories, CD ROMs, Hardware etc? If No, why do you feel so? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ 3.2 Data Analysis 1. Most Popular and Preferred mobile Brands.

Introduction: The Purpose of this question in survey was to find out the most popular mobile brand the gender, age group and occupation amoungst which it is most popular. General Findings: Amongst the most preferred brand 76% of people prefer nokia Sony ericcson,motorola,samsung and fly are preferred by 12%,8%,3% and 1% respectively. Out of the 76% people preferring nokia as their first choice 82.25% belong to 18-35yrs age bracket and 85% belong to service and student class.

2.Most Preferred Mobile Outlet

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Introduction:This question was asked to customers to find out how well customers identify Planet M as a Mobile Outlet and what are the other popular mobile outlets. General Findings:The most popular mobile outlet is The Mobile Store with 86% of share.It is followed by RPG Cellucom and Reliance Mobile with a share of 6% and 5% respectively.Planet M is not very popular as a mobile outlet the reason being mobiles are recently added to its product list,so its popular amongst only 3% respondents.

3. Most Popular Music and Movie Store.

Introduction:The purpose of the question was to find how strong Planet M stands against its competitors as a Music and Movie store. General Findings:The Music World is the most popular music and movie store and 56% of respondents said so. It is followed by planet M covering 41% in pie chart. Crossword and Starmark cover 2% and 1% market respectively as per survey.

4. Factors important to consumers while purchasing mobile at a store.


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Introduction:The purpose of this question was to see what is the importance of various factors people consider while purchasing a new mobile handset. General Findings:The three impotant factors in this case are service, price and offers.The service is the most important factor with 43% people in its favor as most important factor followed by price and offers with 25% and 14%.The other three factors are convenience,accessibility and ambience which have a comparatively lower share as 9%, 7% and 2%.

5. Most popular store where consumer gets all mobile, music and movies.

Introduction:This question was asked to find out what the popular retail destinations selling all three products Mobiles, Music and movies. General Findings:The most Popular retail destination for Mobiles, Music and Movies is Planet M covering 52% respondants.It is closely followed by its closest competitor Music World with 44% respondants.The other two competitors do not fall in line with this competetion and therefore have a minute share of respondants.
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6. Recognition of Brand Planet M with its Tagline.

Introduction:There was a need to check how well people identify brand planet M with its latest tagline.Are people able to recognize the brand with its tagline or not.It is basically about Brand awareness. General findings:About 65% of people were able to identify brand Planet M with its tagline whereas the rest 35% gave vague replies and associated its tagline with other brands. 7. Recent Visits to Planet M.

Introduction: The question focuses at identifying the respondents who visit Planet M regularly and have visited Planet M in last six months. They are the ones who could give us the suggestions to improve our services. General Findings: About 44% of people were the ones who were acquainted with Planet M stores and have visited Planet M in last six months. This helps us in identifying the number of people who could give us the proper feedback and suggestions on improving Planet m stores.
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8. Most Popular section at Planet M (Recognition of Product line)

Introduction:To check the most popular product from Planet M product line and also to identify products where we need to work on to make them popular it was important to ask this question. General Findings:The most Popular product at Planet M is Music comprising of cassettes, CDs, Music players,I-Pods etc..This is followed by Movies and CD ROMs which are equally Popular amongst the respondents.Cool picks too are not very popular and are popular only amongst 20% respondents.The least popular being mobile handsets and accessories is popular only amongst 12% of respondents.

9.Popularity Of Planet M as a Retail Outlet.


Introduction:This column was there to take suggesions from the respondents .If they feel there is something amiss from planet M and something could be done to improve the stores such that the customers have a better shopping experience at Planet m stores they were asked to give out sugessions for the same. Sugessions: Open some more outlets in proper location. Collection of softwares and hardwares is not so good. Offer must be good. Bengali collection of CD & DVD must be more in volumes. Need some more collection of Hindi Rock CD & DVD. Instrumental collection should be more in volume. T-Shirts and Caps need more variety. Display of the product must be clear and proper. Careful about customer preferences. Planet M must be increased its Product Line.
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Price of the product is higher than any other store. Collection of Mobile must be vast in volume. Planet M could not take the customer attention because of poor marketing. Required some more ads for knowing the brands. Communication problem with the customer.

Chapter IV The Promotion

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Promotion
One of the 4P's of Marketing is 'promotion'. This includes all of the tools available to the marketer for 'marketing communication'. As with Neil H.Borden's marketing mix, marketing communications has its own 'promotions mix.' Think of it like a cake mix, the basic ingredients are always the same. However if we vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. One can 'integrate' different aspects of the promotions mix to deliver a unique campaign. The elements of the promotions mix are: Personal Selling. Sales Promotion. Public Relations. Direct Mail. decoding Trade Fairs and Exhibitions. Advertising. Sponsorshi

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The elements of the promotions mix are integrated to form a coherent campaign. As with all forms of communication. The message from the marketer follows the 'communications process' as illustrated above. For example, a radio advert is made for a car manufacturer. The car manufacturer (sender) pays for a specific advert with contains a message specific to a target audience (encoding). It is transmitted during a set of commercials from a radio station (Message / media). The message is decoded by a car radio (decoding) and the target consumer interprets the message (receiver). He or she might visit a dealership or seek further information from a web site (Response). The consumer might buy a car or express an interest or dislike (feedback). This information will inform future elements of an integrated promotional campaign. Perhaps a direct mail campaign would push the consumer to the point of purchase. Noise represents the thousand of marketing communications that a consumer is exposed to everyday, all competing for attention.

The Promotions Mix.


Let us look at the individual components of the promotions mix in more detail. Remember all of the elements are 'integrated' to form a specific communications campaign. 1. Personal Selling. Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high. 2. Sales Promotion. Sales promotion tend to be thought of as being all promotions apart from advertising, personal selling, and public relations. For example the BOGOF promotion, or Buy One Get One Free. Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully costed and compared with the next best alternative. 3. Public Relations (PR). Public Relations is defined as 'the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-term and plan for all eventualities. All airlines exploit PR; just watch what happens when there is a disaster. The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan. 4. Direct Mail. Direct mail is very highly focussed upon targeting consumers based upon a database. As with all marketing, the potential consumer is 'defined' based upon a series of
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attributes and similarities. Creative agencies work with marketers to design a highly focussed communication in the form of a mailing. The mail is sent out to the potential consumers and responses are carefully monitored. For example, if you are marketing medical text books, you would use a database of doctors' surgeries as the basis of your mail shot. 5. Trade Fairs and Exhibitions. Such approaches are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage trial. They offer the opportunity for companies to meet with both the trade and the consumer. 6. Advertising. Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising 'media' such as newspapers (local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides). 7. Sponsorship. Sponsorship is where an organization pays to be associated with a particular event, cause or image. Companies will sponsor sports events such as the Olympics or Formula One. The attributes of the event are then associated with the sponsoring organization. The elements of the promotional mix are then integrated to form a unique, but coherent campaign.

Event management as a Brand promotion tool


World Music day
The Fte de la Musique- World Music Day- began in France in 1982, on June 21, when its smashing success took root to spread through Europe from France to Berlin, Budapest, Barcelona, Istanbul, Liverpool, Luxembourg, Rome, Naples and Prague. This Solstice, passage to summer, has become an international day of expression through music. And in a quantum leap has caught on in Kolkata, San Francisco, NY, Manila, Brazil, Columbia and is growing in several African cities. Planet M too organized certain events on WMD at its Elgin Road, Alipore and Camac Street stores and made best use of these events as promotion tools. There were some terrific performances by certain bands that had come to perform at these stores. Due to the huge fan following of these bands there was a very high footfall on WMD at these stores. Calcutta blues sang away the blues and 6th Vedas rocked. Glass Onions and Triangle M sang country songs whereas Ayemenn rapped. There was also a very nice performance by the kids from Music school Tarang. There was also some Bangla music by band called deenga. The shows were organized at Elgin Road and Alipore as they are relatively new stores and there was a need to promote these stores.
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Weekend Gaan Fun There was another five week event organized at Planet M Alipore and Elgin Road stores on weekends called Weekend Gaan Fun. The event basically focused at promoting the footfalls and therefore revenue generated at these stores. The corporate partners for this event were t2, Red FM 93.5 and Bangla Music. In this event the customers visiting the stores were given a list of more than thousand songs and were asked to choose a song from that list to sing there. They were also provided with Karaoke for the same song. Depending on their performance they were judged and were given points by the person hosting the show ,one store staff and one from amongst audience on a scale of 10.Now anyone who scored above 20 and below 26 got to pick a gift from Box 2. that contained gifts like DVDs, VCDs, T-shirts, Red FM goody bag etc. and one who scored above 25 got to choose gifts from box1 that had gifts like MP3 players, watches, mobiles etc. The event lasted for about five straight weeks from 21st June to 20th July. The event was very successful and brought in large number of footfalls at both the stores and monthly revenues too were increased.

Promotion of Weekend Gaan Fun


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To Promote this Event Posters, tent cards, flyers and banners were prepared and they were distributed at various youth attracting destinations. Posters, tent cards, banners and flyers were kept at all Planet M stores throughout Kolkata. The posters were posters were pasted at notice boards all colleges. Both tent cards and posters were kept at major retail outlets like Shoppers stop, Westside, Pantaloons etc. The same was also done at coffee shops like Caf Coffee Day. The event was also promoted on RedFM.

Outlet Elgin Road

June 54,000(Rs. approx)

July 93,000(Rs. approx)

Alipore

23,000(Rs. approx)

41,000(Rs.approx)

Comparison B/W June and July Sales Volume

The 1st bar shows the Elgin Road outlet sales were Rs. 54000 (approx) in June and Rs. 93000 (approx) in July. And the 2nd bar shows the Alipore outlet sales
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were Rs. 23000 (approx) in June and Rs. 41000 (approx) in July. So we can see that the position of last two month sales volume and could compare it. During this event the sales of these two stores have increased so this type of promotion through events beneficial.

Chapter V Findings & Recommendations

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5.1 Conclusion
The Project deals with finding the popularity of Brand Planet M, comparing it with its close competitors, checking if its product range satisfies the customers and what could be done to improve its services to customers. Also the project deals with promoting the Brand Planet M using event management as a promotion tool. The promotion was targeted at promoting the footfalls at two stores namely Alipore and Elgin Road. For the same purpose an external survey was conducted to know the view of consumers and a promotional event was organized. It was found that NOKIA is the most popular mobile Brand and is immensely popular amongst the service and student class, basically amongst the youth. The other popular brands are Sony Ericcson, Motorola and Samsung. If we analyze the popularity of Mobile outlets The Mobile Store is the most popular Mobile outlet. Planet M still has a far way to go to capture good market but will be able to do it through its attractive offers. The most important factors that people consider while purchasing a new mobile handset are : The Service they get at Mobile Outlet. The Best bargain price that is being offered to them The offers that running at the store Closest competitor of Planet M, The Music World is the most popular Music and movie store but if we talk about Music, movies and Mobile taking them together Planet M is on the top. The most well identified product at Planet M is the Music there so some more work would have to be done on other products too to make them more popular. Since Planet m has got a new tagline after the takeover it is not very well recognized but it will soon be very popular as Planet M and its advertising arm TBWA is working well on it.

5.2 Constraints and Limitations


The time span of the project is very short to collect the adequate information from the market. Retail marketing is a new concept whose potential is yet to be identified, the study is not sufficient to understand its scope.
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Few respondents could be conducted due to time constraint. The Respondents dont give out their preferences readily. The people are not readily available for the interview.

5.3 Recommendations

All the stores should have all the Products available that fall under Planet Ms range of products as customer gets disheartened to come again at the store if the desired product is not available. More events like Weekend Gaan Fun shall be organized for promotion. More Variety in Cool-Picks segment as it is not the basic product of the store therefore the prices shall be lowered and variety should be increased. Mobile collection specially that of brand Nokia must be increased The website must be improved. Communication with the retailer and the consumer must be improved. Planet M has to be more accurate in the product launching technique.

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Bibliography
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Bibliography

1. 2. 3. 4.

Marketing management by PHILIP KOTLER. Marketing Research by M.V. KULKARNI. Research Methodology by D.K. BHATTACHARYYA. Research Methodology by C.R. KOTHARI.

Website
1. www.myplanetm.com 2. www.google.com

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