Final project report of Vision Express

IBS Bangalore 2015
1 RELIANCE VISION EXPRESS PVT. LTD
A REPORT
ON
VISION EXPRESS STORE ANALYSIS
By
Nitin Singh
14BSP2369
RELIANCE VISION EXPRESS PVT. LTD

IBS Bangalore 2015
A REPORT
ON
VISION EXPRESS STORE ANALYSIS
By
Nitin Singh
14BSP2369
A report submitted in partial fulfilment of the
requirements of PGPM Program of IBS BANGALORE
Submitted under the guidance of
Faculty Guide: Company Guide:
Prof. Jacob Chandy Mrs.Jermina Menon.
Date: 03/June/2015

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AUTHORIZATION
This is to certify that NITIN SINGH Enrolment no-14BSP2369,
student of IBS-Bangalore, has undertaken his Summer Internship
Program (SIP) from VISION EXPRESS, from 25/02/2015 -
29/05/2015 for the project titled “VISION EXPRESS STORE
ANALYSIS ” under my supervision.
The company had no objection if Nitin Singh:
1. Participates for IBS Alumni Federation Award (IBSAF) for
Excellence in SIP-2014,being conducted by IBS and share
findings of the project for academic purposes and
2. Uses the company name for the abstract of the above project
in public domain, if selected for the award.
We wish him well for all his future endeavors.
Mrs JERMINA MENON
MARKETING HEAD,INDIA,
Vision Express.

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ACKNOWLEDGEMENT
The gratification and euphoria that have facilitated success of the
task would be incomplete without the mention of the people who
made it possible.
I take immense pleasure in thanking Uday Sir, Pranitha Ma’am,
Megha and Mr.Madhi for helping me to carry out this project.
I wish to express my deep sense of gratitude to my company
guide Marketing Head India Jermina Menon Ma’am and Operation
Head India Mr.Titan for their guidance and useful suggestions,
which have helped me in the course of my project.
I would like to specially thank my faculty guide Prof. Jacob
Chandy, faculty at IBS Bangalore for all the encouragement and
indispensable feedback.
My heartfelt thanks go to all the respondents for taking out time
from their busy schedules and sharing valuable information with
me.
I would like to thank the faculty and the administrative staff of the
department of Business Administration, IBS, Bangalore, for their
support and encouragement.

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TABLE OF CONTENT
Table of Contents
1. AUTHORIZATION.............................................................................................................. 3
2. ACKNOWLEDGEMENT……………………………………………………………………………………………………….4
3. DECLARATION.................................................................................................................. 6
4. EXECUTIVE
SUMMARY……………….……………………………………………………………………………………………………….7
5. SYNOPSIS......................................................................................................................... 8
6. ABSTRACT………………..……………………………………………………………………………………………………..9
7. INTRODUCTION...............................................................................................................11
8. ABOUT VISION
EXPRESS………….………………………………………………………………………………………………………………13
9. PRODUCT........................................................................................................................17
10. SERVICES…………………………………………………………………………………………………………………………18
11. MICHAL PORTER ANALYSIS..............................................................................................19
12. DATA COLLECTION AND
ACTIVITY……………………….………………………………………………………………………………………………..21
13. MYSTERY SHOPPING.......................................................................................................22
14. PROCESS OF MYSTERY
SHOPPING………………..…………………………………………………………………………………………………….22
15. MARKET POTENIAL…………………………………………………………………………………………………………40
16. CATCHMENT
ANALYSIS….…………………………………………………………………………………………………………………….42
17. MARKET
SELECTION…………………………………………………………………………………………………………………..….47
18. FINDING…..……………………………………………………………………………………………………………………..74
19. SWOT ANALYSIS……………………………………………………………………………………………………………..77
20. RECOMMENDATION……………………………………………………………………………………………………… 78
21. CONCLUSION….………………………………………………………………………………………………………………88
22. LEARNING FROM
INTERNSHIP….…………………………………………………………………………………………………………………83
23. REFERENCE….………………………………………………………………………………………………………………….85

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DECLARATION
This is to certify that the this is titled “VISION EXPRESS STORE
ANALYSIS” is a bonafide work done by Mr. NITIN SINGH
Enrolment Number: 14BSP2369 in partial fulfilment of the
requirements of PGPM Program and submitted to IBS Bangalore.
I also declare that this project is a result of my own efforts and
that it has not been copied from anyone and I have taken only
citations from the literary resources which are mentioned in the
Bibliography section.
This work was not submitted earlier at any other university or
institute for the award of the degree.
Date-June 03, 2015
Place- Bangalore NITIN SINGH

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EXECUTIVE SUMMARY
I have done my internship on “Vision Express Store Analysis” in
“Reliance Vision Express Pvt. Ltd”.
The internship is to do mystery shopping and catchment area
analysis, as mystery shopper I need to observe the store’s
exterior, Display, greeting of the sales person, ambience, store
cleanliness, display of contact lens and sunglasses, sales person
grooming, uniform, attitude and a report has been made. These
reports were further used by the company to guide there store
managers. Then I did mystery calling three cities were allocated
to me twenty two stores I called each store to note greeting and
do query on offers. Reports have been made and submitted. My
next role was catchment area analysis in this project I was given 5
places where the company wanted to open a new store.
At the end internship I have learned how a company uses mystery
shopping and it is not to point out the mistakes of the employees
but to enhance the quality of work. The goal is a permanent
improvement of their attitude towards customers and
professional growth. During Catchment analysis understanding
that the company collects the details of the
catchment/competition and interpreting the stores business
performance.

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SYNOPSIS
I have done my internship on two projects mystery shopping and
catchment area analysis in the area of Marketing and Operations
in Reliance Vision Express Pvt. Ltd.
The main aim of the report is to project my knowledge and
learning experience that I have gained by summer internship
program. It summarizes the entire process of the internship.
During this project I have learned how to collect data from a store
by being a mystery shopper and how the data was further used by
the company. In catchment area analysis I went to particular area
collected entire details of that area like population, occupation,
building cost and many more made a PPT out of it. This PPT was
used by company to know whether they would open a new store
in that area or not.
In this three months period I was continuously working on my
project, first 6 weeks mystery shopping and remaining 6 weeks
catchment area analysis.
I express my deep gratitude to my project guide who was always
there to help me out.

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ABSTRACT
The Purpose of my project to working on VISION EXPRESS Store
Analysis, analysing different perspectives, developing which helps
in the application of theory to practical work situations. And,
where I have to be able to prepare a realistic and correct model
which assures efficient Mystery Shopping and Catchment Analysis
which helps in improving the existing model.
I have actively contribute to the company’s objectives by applying
the knowledge and skills, and initially worked to gain the basic
knowledge on how to behave in organization, customer
behaviour, way of dealing customer, how to audit the shop, what
are the criteria should need to observe, how to capture the
customer, how analyse the competitor, Market selection, Area
analysis, Site evaluation, Selection of target people, how to
differentiate catchment area.

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Retailing – Customer is King
“A Customer is the most important visitor on our premises. He
is not dependent on us. We are dependent on him. He is not an
interruption on our work. He is the purpose of it. He is not an
outside of our business. He is a part of it and we are not doing
him a favour by servicing him. He is doing us a favour by
giving us an opportunity to do so.”
Mahatma Gandhi

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INTRODUCTION
Objective of the study:
 To study Vision Express area demographic wise.
 To study about the perception of customers with reference
to availability of products and services.
 To study about customer preferences and frequency of
shopping.
 To know the target customer’s of Vision Express.
 To understand the customer’s expectation from retail
service provider.
Purpose and scope of report:
The main aim of the report is to project my knowledge and
learning experience that I have gained by summer internship
program. It summarizes the entire process of the program.
Scope of study:
Itemized scope of work, expected outcomes & learning. To
analyse the Vision Express stores in Bangalore in context to
variable of marketing and operations. I have been exposed to the
intricacies of organized retailing and understand the interplay of
marketing and operations variables in determining performance.

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Methodology:
The methodology being used is personal observation, direct
interaction with customers. I have been a mystery shopper for
first 6 weeks and remaining 6 weeks have done catchment
analysis. The company has assigned seventeen stores and five
places for mystery shopper and catchment area analysis.
The study is relied on primary as well as secondary data.
The primary data is collected through personal interviews using
structured Questionnaire.
The Secondary is collected from management of the Vision
Express, various books, journals and Internet.
Sampling Methods:
Convenience Technique & Snowball Sampling.
Universe: -
The research work was accomplished in many location in
Banglore.
Sample Size: -
Sample size was depend on location.
Research Instrument: -
For this study, for the collection of various data requirement,
structured questionnaire is used. This questionnaire contains
qualitative and quantitative information of the customers. The
questionnaire contains of both open-ended and close ended
questions, which would help to know the situation prevailing in
the market.

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ABOUT VISION EXPRESS
Vision Express – A joint venture between two giants. Vision
Express is a joint venture between Grand Vision B. V. and Reliance
Retail. Grand Vision B.V. is the second largest optical retail chain
in the World.

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Vision Express – The world’s vision
Present globally in over 42 countries with over 5000 stores,
Europe’s largest optical retailer Vision Express offers the benefits
of trust, affordability, quality, international designs and proven
optical skills at competitive prices TYPES OF BUYING BEHAVIORA
subsidiary of Reliance Industries Limited, the biggest Indian
private company Started operations in India in November 2008
Currently operates more than 1000 stores in over 86 cities across
India.

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A multitude of formats are
Reliance Mart, Super and Fresh
Reliance Jewels
Reliance Digital
Reliance Footprint
Reliance Trends
Marks & Spencer
Diesel

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Vision Express in India
Vision Express Journey

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PRODUCTS
Spectacles
• At Vision Express, we offer the latest designs in spectacles at
truly affordable prices.
• Frames are available from Rs. 899 onwards.
• There is a wide range to choose from in terms of material –
Metal (Titanium, Gold, Nickel and steel) and plastic frames
as well as styles – full frame, half frame and rimless.
• We ensure that all our lenses come with free scratch
resistant coat.
• There is no price difference in lenses of different powers.
Sunglasses
• We have a choice of trendy sunglasses at prices that are.
Lowest among leading optical brands, starting at just Rs 399.
• The wide range includes latest Aviators.
• A great choice in lenses like Polarized, Prescription and
Plastic lenses in a range of tints.
• All our sunglasses offer 199% UV protection and meet all CE
compliances.

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Contact Lenses
 Monthly contact lenses.
 Daily contact lenses.
 Colored contact lenses.
SERVICES
Vision Express offers India’s most unique eye test. Vision Express
has certified optometrists to conduct comprehensive eye tests.
The eye tests are conducted with the help of state-of-the-art
equipment from reputed international companies.

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MICHAEL PORTER ANALYSIS
1) Buyers Power:
Demand is exceeding supply: India’s demographics are
changing economy is growing. There is a shift in a patterns and
awareness of health is increasing by the day. The demand for
the health care services has indicated a CAGR of 16%.

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2) Suppliers Power:
Equipment players: The competition in the equipment market
is on a high. Consumable and disposable equipment are made
locally whereas high value equipment’s are made by
international companies. The companies have expanded their
operations to the Indian market and established assembly
centres. The government is encouraging the growth of this
market. High competition is turning out to be beneficial for the
Optical Industries.
3) Rivalry among competitors:
Increasing competition: The Optical Industries has attracted
FDI. Investments are increasing day by day as the potential in
this market in India is very high, because there is need to
increase the market.
4) Threats of new entrants:
Barriers for foreign firms: Even though government is
encouraging FDI in the country, there are very few FDI Opticals
in India. Other forms of funding are more prevalent. The
reason for this can be long gestation period of investments and
relatively low rate of returns.

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5) Threats of substitutes:
Alternative medicines: Alternative are the local distributer
who provide the same product as branded at low cost but differ
in quality. 60 % of Indian market are captured by the local or
unorganized retailers
DATA COLLECTION AND ACTIVITY
We have two project Mystery shopping and Catchment Analysis.
First we are working on Mystery shopping. Research in retail is
very essential, as customer preferences and choices are dynamic
and change frequently, the retail company needs to understand
these before redesigning its processes for enhancing business and
many more. Since customer interaction takes place at the store
and near store, there is a big opportunity to gather first hand
information and feedback from customers through research and
survey. Research is carried out at the retail level for concept
testing, business feasibility analysis, identification of the right
product mix, target customer and market potential.

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The major objectives of analysis of data are:-
 To evaluate and enhance data quality
 Describe the study population and its relationship
 Examine effects of other relevant factors
 Seek further insight into the relationship observed or not
observed
 Evaluate impact and importance
Mystery Shopping
At the time of audit we need to observe number of thing which
helps in analysis and preparation of report. We also collect data
through calling. We behave as a customer at the shop or phone
call, we observe how employee handle the customer , is he explain
all the offer given by company, is store well maintained or not, is
all the product is in parallelogram , all the product is the given
price range or not etc. we observe grooming part also. As per my
job role I made a score card on employee’s behaviour and his
dress style I had observed weather the employee is dressing
according to the rules and regulations of the company. All the
offers that are presently running at the store every employee
should have a clear idea about it so that they can explain them
well to the customers.

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Process of mystery shopping:
I was allotted seventeen stores for mystery shopping each day I
need to cover two stores. I was given an excel sheet which
contains list of things that I need to observe during mystery
shopping like store’s exterior, Display, greeting of the sales
person, ambience, store cleanliness, display of contact lens and
sunglasses, sales person grooming, uniform and attitude.
After all this observation I rated them in the excel sheet and
submitted. Using these reports a prepared a tracker. These
reports and tracker were used for improvement of their
employee’s attitude towards customers and professional growth.
Mystery shoping location are:
HSR Layout, BTM Layout, Gopalam Mall,
Rammurthy nagar, Vidyaranyapura, Yelehanka,
Jayanagar, JP nagar, Marthahalli,
Vijaynagar TTMC, Rajajinagar, Sampige Road,
CV Raman Nagar, Methikere, Kengeri,
RajarajeshwariNagar.

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Vidyanarayanpura Mystery Shopping Report:
Grooming Report:
Male : MR.SOMA SUNDAR
Uniform
Max
Score
Score
Given
Is the person wearing the VE uniform Y / N (Y=10 N=0) 10 10
is the uniform neat and clean Y / N (Y=05 N=0) 5 5
is the uniform ironed Y / N (Y=05 N=0) 5 5
A 20 20
Hair
Is the persons hair well maintianed and neatly cut Y / N (Y=10 N=0) 10 10
Is he shaved/properly trimmed
Y / N (Y=00 N=-
10) 0 0
B 10 10
Footwear
Are the shoes polished? Y / N (Y=05 N=0) 5 5
Are the shoes & socks black in colour? Y / N (Y=05 N=0) 5 5
Are the shoes closed shoes? Y / N (Y=05 N=0) 5 5
C 15 15
ID card
Is the person wearing the ID card Y / N (Y=10 N=0) 10 10
Is the ID card visible? (i.e. not tucked inside shirt or coat?) yes
D 10 10
Jewellary/VX Spectacles
Is her wearign Ead Studs
Y / N (Y=00
N=05) 5 5
Is he wearing bracelets
Y / N (Y=00
N=05) 5 5
If he is wearing spectacles , are they Vision Express
spectacles?
Y / N (Y=10
N=00) 10 10
E 20 20
Hygine/Odour
Is the person smelling good (no bad odour or strong smells)
Y / N (Y=00
N=05) 5 5
F 5 5
Nails Manicure
Are his nails are proper trimmed Y / N (Y=05 N=0) 5 5
G 5 5
Total(A+B+C+D+E+F+G) 85 85

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Mystery Audit Report:
MYSTERY AUDITS - Ordering Reports
Store location
Vidyaranyapura
City/ town
Bangalore
Time of entering the store (HH:MM)
4:00
Time of leaving the store (HH:MM)
4:50
Total time spent in the store (HH:MM)
50 min
Date of audit (DD:MM:YY)
13:03:15
Day of audit
Friday
Visit
Scen
ario
afternoon (NO CUSTOMER)
Section I: Before Entering The Store
I Exterior Fixe
d
Scor
e
Vari
able
Scor
e
Fi
xe
d
Sc
or
e
Gi
ve
n
Var
iab
le
Sco
re
Giv
en
Tot
al
1a Exterior of store was clear and free of
obstacles E.g. no boxes, etc
Y=1
/
N=0
1 1

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1b Floor area/ staircases before entry door
clean and mopped
Y=2
/
N=0
2 2
1c Were the side entrance walls greasy (due to
shutter being placed there)
Y=-
2/
N= 0
0 0
PLEASE ANSWER Q1d IF MYSTERY
SHOPPING WAS DONE DURING EVENING
HOURS
0
1d is the Exterior lit / switched on during
evening or night time
Y=5
/
N=0
5 5
1e Store signage was lit at the time of entry Y=2
/
N=0
2 2
1f Other neighbouring stores signages were lit
at the time of entry (sp 2-3 stores to the left
and right of VE store)
Y=2
/
N=0
2 2
3 9 3 9 12
II Display Windows
2a Window glass was clean and did not have
any smudges / water marks etc
Y=2
/
N=0
2 2
2b Current promotional stickers were stuck on
the glass
Y=1
/
N=0
1 1
2c The store stickers were neat (not crumpled,
torn or with bubbles)
Y=1
/
N=0
1 1
2d Entry glass sticker was clean and neat and
easily visible (again not torn, letters missing
or crumpled)
Y=2
/
N=0
2 2
6 0 6 0 6
Section II: Entering The Store 1
2
III Greeting (Immediately After Entering Store)
3a Did the store staff approach the door and
open it for you when you were approaching
Y=5
/
5 5

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/ entering the store N=0
3b Were you greeted on entry / your presence
acknowledged by one of the store personnel
on entering the store?
Y=5
/
N=0
5 5
3c If The sales staff was busy / with other customers did they
greet / acknowledge you anyway? Should be done within 2
min of entry
Y=2
/
N=0
2 2
3d Were you asked your purpose of visit for the
day?
Y=1
/
N=0
1 1
3e Was the body language of store personnel : 0
Friendly and they smiled at you Y=1
/
N=0
1 1
Uninterested & indifferent / Slow & scared Y= -1
/
N=0
0 0
9 5 9 5 14
IV Ambience
4a Was the store comfortable on entry (i.e.
neither too hot or too cold)
Y=2
/
N=0
2 2
4b If AC was not on at entry, was it switched on
after you entered?
Y=1
/
N=0
1 1
4c Were the store lights on when you entered
the store.
Y=1
/
N=0
1 1
4d If no for above question, did they switch on
the same on your entry?
Y=1
/
N=0
1 1
4e Was there any unpleasant smell in the
store?
Y= -1
/
N=0
0 0
5 0 5 0 5
V Store Cleanliness
5a The walls were clean, stain free and paint Y=1 1 1

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was not peeling off /
N=0
5b The walls were cracked in some places and/
or in need of immediate repair
Y= -1
/
N=0
0 0
5c Did the floor look well maintained and in
proper condition (no stains, no visible
cracks and not damaged)?
Y=1
/
N=0
1 1
5d Was the sales table neat and all promotional
material neatly displayed?
Y=1
/
N=0
1 1
3 0 3 0 3
VI Purpose of visit
6a Were you asked the purpose of your visit Y=1
/
N=0
1 1
6b Were you offered an eye test before selection of frame? Y=5
/
N=0
5 5
6c Did the staff show specific frames to you? Y=1
/
N=0
1 1
6d Take any one panel and do a random check Were there any
empty slots with no frames on this spectacles panel? (if
there are emplty slots because of shortlsit by existing
customer, do not count the same)
Y= -1 / N=0
(Give -1 for
each empty
slot)
0 0
6e Were the frames placed in the right price group as
indicated on panel? (do a random check on maximum of 2
panels. If no, Give -1 for each frame not placed in Panel
Y=1
/
N=0
1 1
Mention Price point checked - Rs 899 and Rs 1499 Panels
6f Take any one panel and do a random check Did all frames
in the panel have bar codes / price stickers on them? If no,
Give -1 for each frame without barcode
Y=1
/
N=0
1 1
Take any one panel and do a random check
Were the frames placed as per planogram
given / briefed to you?
Y=5
/
N=0
5 5

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Take any one panel and do a random check Were the
frames placed as per gender mentioned on the temple? If
no, Give -1 for each frame in wrong panel
Y=5
/
N=0
5 5
6g Was the offer / promotional material also
displayed at the product panel? (in the
acrylic placeholder)
Y=2
/
N=0
2 2
6h Did the store staff assist you in anyway when you were
trying the frames?
Y=1
/
N=0
1 1
6i After selection of frame, did they share lens
options available with you?
Y=2
/
N=0
2 2
6j Did the store staff mention the offers running at the store? Y=2
/
N=0
2 2
5 Did the store staff give you reasons to buy two pairs
(availing the BOGO offer)
Y=5
/
N=0
5 5
6l Was lens selection offered at sales table? Y=1
/
N=0
1 1
6m Was the lens mat shown to you and lens features explained
to you?
Y=2
/
N=0
2 2
6n If frame selected was a rimless frame, did the store staff
insist you choose a polycarbonate lens only?
Y=2
/
N=0
2 2
6o If yes for above, was the lens mat shown to you by way of
explanation
Y=2
/
N=0
2 2
6p Were you helped to select a lens using the 'computer
based' training tool? (OLS)
Y=5
/
N=0
0 0
6q At select stores, were you shared the 'Monaco Collection'
lenses for your use?
Y=5
/
N=0
5 5
6r Were you offered refreshments (water / tea / coffee) Y=5 5 5

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/
N=0
6s If Yes, at what stage of your visit were they offered? just
after
entr
y
6t If you did have tea / coffee, did you find the same
'drinkable' / palatable
Y=2
/
N=0
2 2
46 9 4
3
5 48
VII EYE TESTING/ EYE CLINIC
7a Record optometrist name here: MR.VEETAL
7b Was the optometrist name on the door of the eye test room Y=2
/
N=0
2 2
7c Was the optometrist certificate placed in the panel in the
eye test room
Y=2
/
N=0
2 2
7d Was the staff specialisation board filled and in correct
format?
Y=2
/
N=0
2 2
7e Did the optometrist ask questions on the problem/reason
for visit
Y=5
/
N=0
5 5
7f Did the optometrist measure the power with auto-
refractor?
Y=2
/
N=0
2 2
2 Was the equipment cleaned while you were asked to place
your chin on the same?
Y=2
/
N=0
2 2
7h If you are wearing spectacles, did the
optometrist take your current spectacles to
measure the current power
Y=2
/
N=0
2 2
7i Did the optometrist perform the Red/Green test? Y=5
/
N=0
5 5
7j Did the optometrist do the eye test using the phoropter? Y=5 5 5

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/
N=0
7k Was the equipment cleaned while you were present? Y=2
/
N=0
2 2
7l Were you suggested any particular type of lens for your
power / lifestyle?
Y=2
/
N=0
2 2
7m If yes, were the benefits clearly explained? Y=2
/
N=0
0 0
7n Were you suggested / offered a trial contact lens? Y=5
/
N=0
5 5
7o At each step of the eye test, did the
optometrist explain and detail the step he /
she was carrying out?
Y=5
/
N=0
5 5
7p Ask for prescription card at the end of eye test, and share
verbatim feedback given:
0
against the company policy
7q Was your prescription noted in the record book in eye test
room?
Y=5
/
N=0
5 5
7p Ask for a part payment offer to book your spectacles,
record the store response to the same:
CSA informed that since it is all automated in which I need
to pay full amount.
44 4 4
4
2 46
VIII Contact Lens Display
8a Was the contact lens panel neatly stocked Y=5
/
N=0
5 5

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8b Was the pricing clearly visible Y=2
/
N=0
2 2
8c Were the right type of contact lenses placed on the right
shelf?
Y=2
/
N=0
2 2
8d Were the cleaning liquids placed only with
monthly disposable contact lenses i.e.
bronze pack?
Y=2
/
N=0
2 2
8e Was the coloured contact lens shade card displayed on the
panel and visible clearly?
Y=2
/
N=0
2 2
8f Were the cL cases stocked on this shelf? Y=1
/
N=0
1 1
8g Ask for a sample CL case (without purchase)
recordverbatim
0
not asked
8h Was the spectacle cleaning liqud placed in this shelf? Y= -1
/
N=0
0 0
14 0 1
4
0 14
IX Sunglass Display
9a Were you or your companion suggested to look at
sunglasses?
Y=5
/
N=0
0 0
9b Take any one SG panel and do a random
check Was the sunglass panel as per
planogram shared?
Y=5
/
N=0
5 5
9c Take any one panel and do a random check, Were there
any display pins empty and without sunglasses (note if
customer is browsing and some sunglasses are shortlisted,
do not count them in the same)
Y=-1
/
N=0
0 0
If yes, give -1 for each empty pin
9d Take any one panel and do a random check, Were all Y=0 0 0

IBS Bangalore 2015
sunglasses with bar codes / price tags? / N=-
1If no, give -1 for each empty pin
9e Take any one panel and do a random check, Did all
sunglasses have the new format stickers to indicate
poalrised / prescription, 100% UV etc?
Y=2
/ N=-
1
2 2
If no, give -1 for each empty pin
9f Was the promotion offer material displayed
on the sunglass panel (in the acrylic holder
given?)
Y=2
/
N=0
2 2
9g In case you are an exsting spectacle wearer,
did the store recommend / suggest
prescription sunglasses?
Y=5
/
N=0
5 5
15 5 1
4
0 14
X Salesperson Uniform & Grooming
10a In case of new / temporary staff, did they
have an 'apron / 'coat' with a badge
Y=2
/
N=0
10b Was the optometrist wearing their lab coat? Y=2
/
N=0
2
2 2 2 0 2
XI Salesperson Attitude
RECORD NAME OF THE SALESPERSON YOU INTERACTED
WITH : MR.Soma Sundar
11a The salesperson appeared cheerful and pleasant Y=2
/
N=0
2 2
11b The salesperson came himself/ herself to assist you when
you gave signs that you needed help (you picked up a
frame to try on, you looked around for a salesperson)
Y=2
/
N=0
2 2
11c The salesperson had good communication skills (fluency
and clarity in speech)
Y=2
/
N=0
2 2
11d The salesperson exuded confidence in customer handling Y=2
/
N=0
2 2

IBS Bangalore 2015
11e Did the salesperson gave you an overview about the Brand
any time during the visit - "Reliance Vision Express"? Or
global heritage?
Y=2
/
N=0
2 2
Did the store staff get personal calls during visit? And
reaction during the same?
Y= -5
/
N=0
0 0
Did the store staff have any of their friends / relatives
come to meet them at store during the visit?
Y= -5
/
N=0
0 0
10 0 1
0
0 10
XII Leaving From The Store
12a While leaving, were you escorted to the exit? Y=2
/
N=0
2 2
12b Were you cordially greeted on your way out? Y=1
/
N=0
1 1
12c Did the sales staff ask for your contact details before you
left?
Y=5
/
N=0
5 5
8 0 8 0 8
XIII Leaving From The Store
13a Was the cctv screen working when you were at store (how
many screens were working)
Y=2
/
N=0
2 2
13b Was tha Ac temperature set at 24deg at store? Y=2
/
N=0
2 2
13c Were the chairs clean and good to sit on (not
torn, not in need of shampooing etc)
Y=2
/
N=0
2 2
13d Did the store PCs display the suggested messages as screen
saver / wall paper
Y=2
/
N=0
2 2
13e Ask for a visit to washroom. Is the washroom clean and
good for a customer visit?
Y=2
/
N=0
2 2

IBS Bangalore 2015
8 2 8 2 10
XIV Post Store visit
14a Did you get a call from store within 2 days? 0
If yes and within 2 days score 5, if yes and after 2 days
score 2
5 0 0 0 0
178 36 1
6
9
23 192
Any other overall comments on the store visit?
ONE OF THE BEST STORE. THEY HAVE VERY GOOD
CUSTOMER CAPTURING ABILITY MR.SOMA SUNDAR AS CSA
AND MR.VEETAL AS A OPTUM. EVEN I AM CONVENCE. THE
WAY THEY EXPLAING OFFER AND AT SPECIFIC TIME THEY
EXPLAING BOGO OFFER HIT THE MIND OF CUSTOMER AND
DECISION DEFINATLY TO BUY.
TOTAL
SCORE :
192/214
add going up to purchase - lay by was offered or
not?
y
e
s
reaction on coming later? g
o
o
d
tv screen doing store recording was working? y
e
s
how many staff were at the store? 3
ac temperature at 24deg - check on ac unit sp in eye
test room
y
e
s
was the follow up call done by store staff to you y
e

IBS Bangalore 2015
s
wall paper and screen saver on TVs y
e
s
do they cover the price while showing lens mat /
lens range
n
o
ask for use of washroom at stores n
o
are the chairs clean / need shampooing y
e
s
chair is broken / not ok n
o

IBS Bangalore 2015
Above excel sheet shown on excel as same as the picture given below:
Visit Scenario
I Fixed Score Variable Score
Fixed Score
Given
Variable Score
Given
Total
1a Exterior of store was clear and free of obstacles E.g. no boxes, etc Y=1 / N=0 1 1
1b Floor area/ staircases before entry door clean and mopped Y=2 / N=0 2 2
1c Were the side entrance walls greasy (due to shutter being placed there) Y=-2/ N= 0 0 0
PLEASE ANSWER Q1d IF MYSTERY SHOPPING WAS DONE DURING EVENING HOURS 0
1d is the Exterior lit / switched on during evening or night time Y=5 / N=0 5 5
1e Store signage was lit at the time of entry Y=2 / N=0 2 2
1f Other neighbouring stores signages were lit at the time of entry (sp 2-3 stores to the left and right of VE store) Y=2 / N=0 2 2
3 9 3 9 12
II Display Windows
2a Window glass was clean and did not have any smudges / water marks etc Y=2 / N=0 2 2
2b Current promotional stickers were stuck on the glass Y=1 / N=0 1 1
2c The store stickers were neat (not crumpled, torn or with bubbles) Y=1 / N=0 1 1
2d Entry glass sticker was clean and neat and easily visible (again not torn, letters missing or crumpled) Y=2 / N=0 2 2
6 0 6 0 6
Section II: Entering The Store 12
III Greeting (Immediately After Entering Store)
3a Did the store staff approach the door and open it for you when you were approaching / entering the store Y=5 / N=0 5 5
3b Were you greeted on entry / your presence acknowledged by one of the store personnel on entering the store? Y=5 / N=0 5 5
3c Y=2 / N=0 2 2
3d Were you asked your purpose of visit for the day? Y=1 / N=0 1 1
3e Was the body language of store personnel : 0
Friendly and they smiled at you Y=1 / N=0 1 1
Uninterested & indifferent / Slow & scared Y= -1 / N=0 0 0
9 5 9 5 14
IV Ambience
4a Was the store comfortable on entry (i.e. neither too hot or too cold) Y=2 / N=0 2 2
4b If AC was not on at entry, was it switched on after you entered? Y=1 / N=0 1 1
4c Were the store lights on when you entered the store. Y=1 / N=0 1 1
4d If no for above question, did they switch on the same on your entry? Y=1 / N=0 1 1
4e Was there any unpleasant smell in the store? Y= -1 / N=0 0 0
5 0 5 0 5
V Store Cleanliness
5a The walls were clean, stain free and paint was not peeling off Y=1 / N=0 1 1
5b The walls were cracked in some places and/ or in need of immediate repair Y= -1 / N=0 0 0
5c Did the floor look well maintained and in proper condition (no stains, no visible cracks and not damaged)? Y=1 / N=0 1 1
5d Was the sales table neat and all promotional material neatly displayed? Y=1 / N=0 1 1
3 0 3 0 3
VI Purpose of visit
6a Were you asked the purpose of your visit Y=1 / N=0 1 1
6b Y=5 / N=0 5 5
6c Did the staff show specific frames to you? Y=1 / N=0 1 1
6d 0 0
6f
Take any one panel and do a random check Were the frames placed as per planogram given / briefed to you? Y=5 / N=0 5 5
6g Was the offer / promotional material also displayed at the product panel? (in the acrylic placeholder) Y=2 / N=0 2 2
6h Y=1 / N=0 1 1
6i After selection of frame, did they share lens options available with you? Y=2 / N=0 2 2
6j Y=2 / N=0 2 2
5 Y=5 / N=0 5 5
6l Y=1 / N=0 1 1
6m Y=2 / N=0 2 2
6n Y=2 / N=0 2 2
6o Y=2 / N=0 2 2
6p Y=5 / N=0 0 0
6q Y=5 / N=0 5 5
6r Y=5 / N=0 5 5
6s just after entry
6t Y=2 / N=0 2 2
46 9 43 5 48
VII EYE TESTING/ EYE CLINIC
7a Record optometrist name here: MR.VEETAL
7b Y=2 / N=0 2 2
7c Y=2 / N=0 2 2
7d Y=2 / N=0 2 2
7e Y=5 / N=0 5 5
7f Y=2 / N=0 2 2
2 Y=2 / N=0 2 2
7h If you are wearing spectacles, did the optometrist take your current spectacles to measure the current power Y=2 / N=0 2 2
7i Y=5 / N=0 5 5
7j Y=5 / N=0 5 5
7k Y=2 / N=0 2 2
7l Y=2 / N=0 2 2
7m Y=2 / N=0 0 0
7n Y=5 / N=0 5 5
7o At each step of the eye test, did the optometrist explain and detail the step he / she was carrying out? Y=5 / N=0 5 5
7p 0
7q Y=5 / N=0 5 5
7p
44 4 44 2 46
VIII Contact Lens Display
8a Y=5 / N=0 5 5
8b Y=2 / N=0 2 2
8c Y=2 / N=0 2 2
8d Were the cleaning liquids placed only with monthly disposable contact lenses i.e. bronze pack? Y=2 / N=0 2 2
8e Y=2 / N=0 2 2
8f Y=1 / N=0 1 1
8g 0
8h Y= -1 / N=0 0 0
14 0 14 0 14
IX Sunglass Display
9a Y=5 / N=0 0 0
9b Take any one SG panel and do a random check Was the sunglass panel as per planogram shared? Y=5 / N=0 5 5
9f Was the promotion offer material displayed on the sunglass panel (in the acrylic holder given?) Y=2 / N=0 2 2
9g In case you are an exsting spectacle wearer, did the store recommend / suggest prescription sunglasses? Y=5 / N=0 5 5
15 5 14 0 14
X Salesperson Uniform & Grooming
10a In case of new / temporary staff, did they have an 'apron / 'coat' with a badge Y=2 / N=0
10b Y=2 / N=0 2
2 2 2 0 2
XI Salesperson Attitude
11a Y=2 / N=0 2 2
11b Y=2 / N=0 2
2
11c Y=2 / N=0 2 2
11d Y=2 / N=0 2 2
11e Y=2 / N=0 2
2
Y= -5 / N=0 0 0
Y= -5 / N=0 0 0
10 0 10 0 10
XII Leaving From The Store
12a Y=2 / N=0 2 2
12b Y=1 / N=0 1 1
12c Y=5 / N=0 5 5
8 0 8 0 8
XIII Leaving From The Store
13a Y=2 / N=0 2 2
13b Y=2 / N=0 2 2
13c Were the chairs clean and good to sit on (not torn, not in need of shampooing etc) Y=2 / N=0 2 2
13d Y=2 / N=0 2 2
13e Y=2 / N=0 2 2
8 2 8 2 10
XIV Post Store visit
14a Did you get a call from store within 2 days?
5 0 0 0 0
178 36 169 23 192
Any other overall comments on the store visit?
0
Y=0 / N=-1 0 0
Y=2 / N=-1 2 2
Y=-1 / N=0
TOTAL SCORE :
192/214
Was the optometrist wearing their lab coat?
If yes and within 2 days score 5, if yes and after 2 days score 2
0
Was your prescription noted in the record book in eye test room?
Ask for a visit to washroom. Is the washroom clean and good for a customer visit?
Was the cctv screen working when you were at store (how many screens were working)
Were you cordially greeted on your way out?
While leaving, were you escorted to the exit?
Did the sales staff ask for your contact details before you left?
Was tha Ac temperature set at 24deg at store?
Did the store PCs display the suggested messages as screen saver / wall paper
The salesperson exuded confidence in customer handling
Did the salesperson gave you an overview about the Brand any time during the visit - "Reliance Vision Express"? Or
global heritage?
Did the store staff get personal calls during visit? And reaction during the same?
Did the store staff have any of their friends / relatives come to meet them at store during the visit?
The salesperson had good communication skills (fluency and clarity in speech)
RECORD NAME OF THE SALESPERSON YOU INTERACTED WITH : MR.Soma Sundar
0
1 1
Take any one panel and do a random check Were there any empty slots with no frames on this spectacles panel? (if
there are emplty slots because of shortlsit by existing customer, do not count the same)
Y= -1 / N=0 (Give -1 for each empty
slot)
Were the frames placed in the right price group as indicated on panel? (do a random check on maximum of 2 panels.
If no, Give -1 for each frame not placed in Panel Y=1 / N=0
Y=5 / N=0
1 1
5 5
If yes, give -1 for each empty pin
Were the right type of contact lenses placed on the right shelf?
Was the coloured contact lens shade card displayed on the panel and visible clearly?
Did the optometrist ask questions on the problem/reason for visit
Did the optometrist measure the power with auto-refractor?
Did the optometrist perform the Red/Green test?
Was the optometrist certificate placed in the panel in the eye test room
Was the pricing clearly visible
Were the cL cases stocked on this shelf?
Was the spectacle cleaning liqud placed in this shelf?
Were you or your companion suggested to look at sunglasses?
Ask for a sample CL case (without purchase) recordverbatim
Ask for a part payment offer to book your spectacles, record the store response to the same:
Was the contact lens panel neatly stocked
Did the optometrist do the eye test using the phoropter?
Were you suggested any particular type of lens for your power / lifestyle?
If yes, were the benefits clearly explained?
Was the staff specialisation board filled and in correct format?
Was lens selection offered at sales table?
If yes for above, was the lens mat shown to you by way of explanation
Were you helped to select a lens using the 'computer based' training tool? (OLS)
Were you suggested / offered a trial contact lens?
Was the lens mat shown to you and lens features explained to you?
At select stores, were you shared the 'Monaco Collection' lenses for your use?
Were you offered refreshments (water / tea / coffee)
If Yes, at what stage of your visit were they offered?
If you did have tea / coffee, did you find the same 'drinkable' / palatable
Was the optometrist name on the door of the eye test room
If The sales staff was busy / with other customers did they greet / acknowledge you anyway? Should be done within
2 min of entry
Section I: Before Entering The Store
Exterior
Friday
The salesperson came himself/ herself to assist you when you gave signs that you needed help (you picked up a
frame to try on, you looked around for a salesperson)
The salesperson appeared cheerful and pleasant
Take any one panel and do a random check, Were there any display pins empty and without sunglasses (note if
customer is browsing and some sunglasses are shortlisted, do not count them in the same)
Take any one panel and do a random check, Were all sunglasses with bar codes / price tags?
Take any one panel and do a random check, Did all sunglasses have the new format stickers to indicate poalrised /
prescription, 100% UV etc?
against the company policy
CSA informed that since it is all automated in which I need to pay full amount.
not asked
9c
9d
9e
afternoon (NO CUSTOMER)
Was the equipment cleaned while you were asked to place your chin on the same?
Was the equipment cleaned while you were present?
Ask for prescription card at the end of eye test, and share verbatim feedback given:
If frame selected was a rimless frame, did the store staff insist you choose a polycarbonate lens only?
Did the store staff assist you in anyway when you were trying the frames?
ONE OF THE BEST STORE. THEY HAVE VERY GOOD CUSTOMER CAPTURING ABILITY MR.SOMA SUNDAR AS CSA AND
MR.VEETAL AS A OPTUM. EVEN I AM CONVENCE. THE WAY THEY EXPLAING OFFER AND AT SPECIFIC TIME THEY
EXPLAING BOGO OFFER HIT THE MIND OF CUSTOMER AND DECISION DEFINATLY TO BUY.
MYSTERY AUDITS - Ordering Reports
Store location
Time of entering the store (HH:MM)
4:00
Time of leaving the store (HH:MM)
4:50
Total time spent in the store (HH:MM)
50 min
vidyaranyapura
City/ town
Bangalore
Date of audit (DD:MM:YY)
13:03:15
Day of audit
6e
Y=1 / N=0
Take any one panel and do a random check Did all frames in the panel have bar codes / price stickers on them? If no,
Give -1 for each frame without barcode
Take any one panel and do a random check Were the frames placed as per gender mentioned on the temple? If no,
Give -1 for each frame in wrong panel
Were you offered an eye test before selection of frame?
Did the store staff mention the offers running at the store?
Did the store staff give you reasons to buy two pairs (availing the BOGO offer)

IBS Bangalore 2015
Tracker:
Store Name City
Mystery
Shopper
Name
Mystery
Shoppin
g Score
Percentag
e
Salesperso
n Uniform
&
Grooming
Percentag
e
MAXIMU
M SCORE 178
100(
Female)
85(Male)
VARIABL
E SCORE 36 2
HSR Layout
Bangalor
e
Nitin
101 57% 77/87
89%
20 56% 0
121 57%
BTM Layout
Bangalor
e
Nitin
115 65% 87/87
100%
20 56% 0
135 63%
Gopalam Mall
Bangalor
e
Nitin
97 54% 77/102
75%
16 44% 0
113 53%
Rammurthy
nagar
Bangalor
e
Nitin
98 55% 52/77
68%
16 44% 0
114 53%
Vidyaranyapur
a
Bangalor
e
Nitin
169 95% 87/87
100%
23 64% 0
192 90%
Yelehanka
Bangalor
e
Nitin
138 78% 72/87
83%
11 31% 0
149 70%
Jayanagar
Bangalor
e
Nitin
156 88% 72/87
83%
18 50% 0
174 81%
Rajarajeshwari Bangalor Nitin 128 72% 77/77 100%

IBS Bangalore 2015
nagar e 25 69% 0
153 71%
JP nagar
Bangalor
e
Nitin
121 68% 77/102
75%
14 39% 0
135 63%
Marthahalli
Bangalor
e
Nitin
109 61% 87/87
100%
18 50% 0
127 59%
Vijaynagar
TTMC
Bangalor
e
Nitin
96 54% 77/77
100%
21 58% 0
117 55%
Rajajinagar
Bangalor
e
Nitin
126 71% 97/102
95%
16 44% 0
142 66%
Sampige Road
Bangalor
e
Nitin
142 80% 87/87
100%
23 64% 0
165 77%
CV raman
nagar
Bangalor
e
Nitin
121 68% 72/87
83%
14 39% 0
135 63%
Methikere
Bangalor
e
Nitin
95 53% 60/75
80%
16 44% 0
111 52%
Kengeri
Bangalor
e
Nitin
164 92% 87/87
100%
20 56% 0
184 86%
Average 2267 66% 1229/1379 89%
3424

IBS Bangalore 2015
MARKET POTENTIAL
Market Potential is the total amount of a product/service that
customers will purchase within a specified period of time at a
specific level of industry wide marketing activity or estimated
maximum total sales revenue of all suppliers of a product in a
market during certain period of time.
This is an important aspect of marketing since one has to do
market research related to his industry product which can be
business to consumer or business to business. Market potential is
basically carried out to know the strength in the industry also to
allocate the target to the sales force based on optimum market
research which normally includes the customer’s requirement
and their expansion plans, investment etc. With optimum
information a company can know amount of investment for a
product, also for a particular area.
Total Market Demand:-
The total market demand for a product or service is the total
volume that would be bought by a defined consumer group in a
defined geographic area in a defined time period in a defined
marketing environment under a defined level and mix of industry

IBS Bangalore 2015
marketing effort. Total market demand is not a fixed number but
a function of the stated conditions.
Market demand in the specific period
Market potential
Market forecast
Market minimum Planned expenditure
Industry marketing expenditures
Market demand as a function of Industry marketing
expenditures
Fig (1): Market Demand
Figure (1) shows the relationship between total market demand
and various market conditions. In this figure, upper limit of
market demand is called Market Potential.
Companies have developed various practical methods for
estimating total market demand.
A common method to estimate total market demand is as
follows:-
Q = n × q × p

IBS Bangalore 2015
Where Q = total market demand
n = number of possible buyers in the market
q = quantity purchased by an average buyer per year
p = price of an avg. unit
Benefits of Market Potential Analysis:-
 Understand market potential for a single store, network of
stores or a new market.
 Deploy resources effectively by ranking markets in priority
order.
 Forecast total opportunity in terms of number of customers
and revenue potential.
 Estimate your market share.
A market potential analysis may include:
 A customer profile to understand where to find more like
them
 Market penetration and market share reports showing
performance in existing markets and expected performance
in new markets
 Market ranking reports allowing you to prioritize resource
deployment into new markets
 A geographic view of market opportunity on detailed maps

IBS Bangalore 2015
Market potential can be expressed as a function of:
 The number of customers purchasing
 Amount purchased
 Frequency of purchase
Bottom Up or Top Down Market Analysis:-
 A Bottom Up approach to market sizing starts with a
company customers. How much and often do they buy?
What is their profile? How many potential customers do
you have in the market based on your customer profiles?
How can you reach them?
 A Top Down approach starts with market and industry
data. It takes a close look at a geographic market area and
profiles the consumers and/or businesses to let you know
their propensity to buy your products and services.
Estimating the market or market potential for a new business or
business expansion is critical in determining the economic
feasibility of a venture. But market potential is very essential for
the company and by knowing market potential a company can
make its position in the market by finding how many players are
there in that sector.

IBS Bangalore 2015
CATCHMENT ANALYSIS
Defining the location and the catchment area is a very
important element in developing the business of a retail store.
Different businesses have their respective key “P”s of the
marketing mix. For a manufacturing company it is their
“Product”, for the beverage giant it is “promotion” and for the
commodity business it is the “price”. However, for the retailers
the key P is the “Place”. Catchment is defined as the sphere of
influence from which the retailer is likely to draw its
customers. It is the area from where they expect to gather
customers and run their business.
Catchment area analysis is originally a study to identify an
ideal location for establishment of a new retail outlet but it can
be helpful to identify potential customer base in any
geographical area for existing retail outlets too. This analysis
includes study about various geo-demographic factors like
occupation, mother tongue, education standard, customer
profile, living style, buying power, etc. and help in
understanding customer preferences, accessibility in buying,
purchase intentions, buying patterns and likelihood of buying
for the group of products that the retailer deals with and level
of competition in that area.

IBS Bangalore 2015
The main attention in the context of catchment area analysis
usually focuses on the opening of new stores. However,
location decisions relate to the entire physical structure of
retail outlets and are thus more comprehensive. The types of
decisions for location analysis are
1. Opening of new stores,
2. Extension of floor space of existing stores
3. Relocation or movement of a store from one place to
another within a particular town or area where a better
site is available,
4. Rationalization decisions, e.g. the closure of individual
stores,
5. Refurbishment such as improving or updating the physical
environment of an existing outlet or changing the product
range and assortment (remerchandising).
The final outcome of catchment area analysis provides the
retailer an idea about number of customers who can visit
the store and kind of merchandise that will be in demand
and the stock he need to maintain in order to meet the
demand in selected location. Importance of catchment can
be seen in the point that if all retailers are offering the
same products and services within same price range and

IBS Bangalore 2015
quality standards than we can easily say that the
population within the catchment will do all its purchasing
at the nearest centre. However, in practicality it is not
possible that different retail companies are same and
people, have to travel to their preferred destination for
purchasing instead of their nearest one. Generally, it can
be consider that major retailers like department stores,
furniture warehouses will be destination sites. These sites
can attract people from greater distances because the
items are not common purchases and all are expensive or
provide the opportunity where a number of purchases can
be made from the one location. For these destination sites,
it is possible for consumers to travel more distance.
Similarly, a small neighbourhood store, or a small
departmental store, would have a catchment near very
small area, which can be no more than one or two
kilometre distance. As a retailer in
today’s multifaceted market, selecting the location for
your store is the most important decision, you will make
in your efforts to achieve success in retailing.
Retail location decisions typically follow a systematic
process that starts with a general assessment of geographic
areas and leads to a detailed assessment of specific site
characteristics.

IBS Bangalore 2015
This process can describe as a three-step selection
process:
1. Market selection: The first step is the consideration of a
region that has potential for a new retail store
2. Area analysis: Within the chosen region, a potentially
optimal area for the store is selected.
3. Site evaluation: In the chosen geographical area, the best
available site(s) are to be examined in terms of all features
that are relevant to potential store performance. This step
concludes with a final decision as to the specific site.
MARKET SELECTION
To have a successful store, we must know exactly whom we are
targeting, and why?
How do we go about finding our target market?
Know ourselves first – yes, all starts with close self
examination – we won’t be able to figure out whom our
business appeals to unless we know our products or services

IBS Bangalore 2015
inside out. In the eyewear industry, it is estimated that 35 per
cent of India’s population are in need of vision correction,
which may be done by surgery, laser therapy, spectacles or
contact lenses. However, only about 25 per cent of people have
their vision corrected. Approximately 94 per cent of these,
wear spectacles, 6 per cent wear contact lenses and 2.5 per
cent wear both.
The current size of optical retailing in India is estimated at Rs
2,700-3,000 crore, and is projected to grow over
Rs. 6,000 crore over the next five years. The split by categories
are : Spectacles 80%, Sunglasses 18%, Contact lenses 3%.
The major national players in the market are Vision Express,
GKB optical, Lawrence & Mayo, Titan Eye+. Vision Express is a
joint venture between Reliance Retail and Pearle Europe,
offering international designs and optical skills. We provide the
best quality eyewear and trendiest sunglasses to suit Indian
requirements. Vision Express provides the latest VX eyewear
and high value certified eye care
The basic requirement for our store depends on many factors
like location, store size, business targets etc. On an average we
would require a store size of 500-600—sq feet , with a
investment of 20-25 lakhs.

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Consumers in metros like Delhi, Mumbai, Bangalore and other
tier I cities experiment with designs. A store must house all the
ranges to fulfill the need of trendy customers especially
between the age group 20-30 years.
But the taste is not that similar in small cities and towns. Tier II
Customer needs quality and look for more formal and classic
designs.
How to select the Target Market ?
1. Primary Business area (PBA) (Is the area surrounded by
suburbs/towns/districts which come into the location to
shop, work, conduct business, etc? Is it located with all mode
of accessibility? )
2. Secondary Business area (SBA) (Is the catchment area
surrounded by more health professionals like
dentists/physiotherapy/ENT specialists, etc? Is the
catchment area has more General Physicians? Is the
catchment area has major specialty hospitals?
3. Neighborhood Business area (NBA) (Is the catchment
area revolving around at least with 1 or 2 departmental
stores at a major intersection ? Is the catchment area
designed to satisfy needs of a neighborhood? Is there several
small stores with one major supermarket or variety stores?

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Is it located in major residential area)
4. Shopping Centers (SC) (Is there any Centrally
owned/managed shopping centers (malls) located in the
catchment area? Are the stores complement one another? Is
it facilitated with very good parking facilities? Is there any
new shopping centres are planned nearby? )
5. Population Analysis (Is the area well populated? Workout
the population of the catchment area – what is the age/sex
mix with the population? Is the area populated with mass
people/working professionals/business people?
6. Competitors Analysis (Is our major competitors located in
the catchment area? Or the area is completely surrounded
by unorganized optical retailers? Are the local optical
retailers positioning medico optical or fashion optical
business?
How to select the Target People ?
It is essential for us to identify the set of people whom we want
to target ? We must understand the needs and expectations of
every individuals to create our target market.
The target audience must have similar needs, interests and
expectations.

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To select our target people, it is essential for us to study and
define the following factors:
1. Lifestyle of the consumers.
2. Age group of the individuals
3. Income of the consumers
4. Spending capacity of the consumers
5. Education and Profession of the people
6. Gender
7. Mentality and thought process of the consumers
8. Social Status
9. Kind of environment individuals are exposed to
Always remember we would never be successful if we try to
impress everyone. We should be specific....
Identify individuals who show similar characteristics. Put them
in one group to create target market within a broad market.
Let us go through the below example:
Why do people use spectacles ?
 Some would use it for vision corrections
 Some would use it for eye protection

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 Some would use it for Reading
 Some for a fair look and stylish
Target 1 – People use spectacles for Vision Corrections
 Individual between age group 40 and above
 Teenagers prefer to wear Contact lenses rather than
spectacles
Target 2 – People use spectacles for Eye Protection
 Individual between age group 25 to 35 who rides
bike
 Journalist who travel much and exposed in sunlight
 IT Working professionals wear spectacles to avoid
computer vision syndrome
Target 3 – People use spectacles for Reading
 Individual between age group 35 to 50 of addicted
book readers
Target 4 – People use spectacles for fair look and stylish
 College students & Teenage girls wear spectacles for
stylish and fair look
 Business People & Celebrities for special look

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Area Analysis
In area analysis, first part is area mapping of desired location
and studies various geo- demographic variables in that
particular area. For this, we need to quantify the sizes and
potential of local market areas..
With the help of catchment area analysis we can divide the
total area into following three kinds of catchment areas,
1. Primary Catchment;
2. Secondary Catchment;
3. Tertiary Catchment;

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Area Mapping:
Primary Catchment
The Primary Catchment is within 2-3km radius and within 0-
15 minutes drive to our store. It is the nearest area around to
our store. Maximum number of customers visits from this area.
People in this area will be having demand for all kind of
product offering from specific retail store
The areas are: Bhandup, Kanjurmarg, Mulund, Powai &
Vikhroli

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Therefore the primary catchment of our store in Neptune
Magnet Mall is strategically situated amidst the densely
populated Mulund, Ghatkopar and Powai areas
Secondary Catchment
The Secondary Catchment is within 5-6km radius and within
15-30 minutes drive. The areas are:
Thane, Vidyavihar, Kurla, Chembur, Intl. Airport & Ghatkopar
Therefore the secondary catchment of our store in Neptune
Magnet Mall is the densely populated Thane, Vidyavihar and
Chembur areas besides being close to the International airport.
Tertiary Catchment
The Tertiary Catchment is within 10-15km radius and within
30-45 minutes of drive time. Our store will have marginal
number of customers from this area. Usually selected or some
loyal customers with specific demand will only visit the store
The areas are: Sion, Santacruz Airport – Domestic, Jogeshwari,
Goregaon & Parle. Therefore the tertiary catchment of our
store in Neptune Magnet Mall is the thickly populated Sion
Santacruz, Jogeshwari and Goregaon areas, and within 45
minutes of the domestic airport.

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Catchment Area:
Catchment Area Analysis – Demographic features
Following are the factors, which are to be analyzed for catchment
area analysis.
Vision Express store in Neptune
Magnet Mall
Primary Catchment Area –
Bhandup, Kanjurmarg,
Mulund, Powai & Vikhroli
Secondary Catchment Area –
Thane, Vidyavihar, Kurla,
Chembur, Intl. Airport &
Ghatkopar
Tertiary Catchment Area -
Sion, Santacruz Airport –
Domestic, Jogeshwari,
Goregaon, & Parle

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Primary Assessments and Analysis :
1. Define the catchment area of the location.
2. Population of the catchment area.
3. What is the average income (gross v disposable) of the
area?
4. Is the population growing, static, declining or changing its
mix?
5. What is the age/sex mix of the population?
6. Is the area a dormitory area? Or industrial area?
7. How many competitors do we have in the catchment area,
including local optical stores
8. How many General Physicians are there in the catchment
area?
9. How many other health professionals are there in the area ?
10. Can you access optical suppliers readily (mainly a question
for more remote rural areas)?
11. Are there new shopping centres planned within or adjacent
to the area?
12. What is transport like into the area?

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13. What is parking like in the general area?
14. What are the crime rates like (especially break and enter)?
15. Is there a post office and bank(s) nearby (what are the
banks)?
16. Are there any major convenience stores or supermarkets
nearby?
17. Are there any major schools and colleges?
18. Are there any major hospitals and specialty institutions?
Secondary Assessments and Analysis:
1. What retail space is available in the area?
2. What is the cost of space per square metre, net?
3. Compare the positions of available space and its cost.
4. What are the lease terms?
5. Refurbishment costs (excluding fit out).
6. Is parking available within reasonable proximity to the
premises?
7. What is public transport like into the area?
8. How far away from public transport are the premises
located?

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9. Are the premises themselves accessible to
elderly/disabled people? If not, can this be changed fairly
easily?
10. Are the premises in an area which is reasonably
secure after hours?
Tertiary Investigations:
1. Are there specific health regulations which need to be
followed?
2. Check the integrity of the building structure itself.
3. Are there any unusual restrictions on trading hours?
4. If you are in a shopping centre, for example, are you
required to open for extended hours?

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Catchment area analysis report Electronic City :

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FINDINGS
After completing the survey and analysing the responses of the
persons contacted. I came across the following facts—
 Consumer life style and spending pattern are changing, more
and more customers are visiting supermarket.
 Demographics of Banglore is very nice for retail business. In
this area 38% people belong 26-35 age group category,
33.5% people belong to 18-25 age group category, and 14%
people belong to 36-45 age group category and rest other
age group.
 Banglore is mixture of Joint family and Nuclear family
because 34.5% family are having only 5 family member’s,
30.75% family are having only 4family member’s, 13.5%
family are having 6 family member’s and 10.5% family are
having 3 family member’s.
 Residents of Banglore are well qualified. 53.75% people are
Graduate, 34.5% people are Post Graduate and 7% people
have studied Intermediate/ S.S.C.
 In Banglore, area most of the people are service man. 43%
people are job holders, 21.75% people are business man,
18.25% people are students and 6.45% women are house

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wives, 10.25% people do other works. Among the women
respondent most of them are job holders or business
women. This finding indicates that earning person is the
decision maker for a family even for shopping or any other
work.
 As we know in this area service holder people are maximum
and this shows their monthly income would be good. In this
area, 37.25% people earn 10,000-20,000 monthly, 26.25%
people earn more than 20,000, 19.50% people earn 5000-
10,000 and 17% people earn less than 5000 monthly.
 71 % people go to Supermarket regularly for shopping only,
16.5% people go to Supermarket & Kirana Store both and
11.25% people got to Kirana Store for shopping only. This
finding shows that supermarket customers are more in
this area.
 Most of the customers are not happy with the full payment
policy because which there are leaving the store without any
purchase.
 Man power in vision express stores is less customers had to
wait for long hours.
 Sales people are not giving any overview about the brand
and its international image.
 When I go has mystery shopper none of the CSA are

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interested in my companion. All are busy in their own work.
 The optometrist does not explain about the most unique eye
testing being offered by vision express.
 Time taken to deliver the product is too long all other stores
take max one day to delivery their product because they
have they own labs.
 During catchment analysis most of the data was collected by
direct observation.

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SWOT ANALYSIS
VISION EXPRESS
Parent Company RELIANCE
Category Retail
Sector Lifestyle and retail
Tagline/ Slogan Your Eyes Our Focus
USP Affordable frame
SWOT Analysis
Strength
1. Affordability for middle class
2. Quality,choice and convenience
3. Wide range of products and service offerings
4. Strong presence in European market
5. Attractive promotional offers
Weakness
1. Not known at Indian Local market market only
2.No different game plan according to divergent people, their lifestyles, their tastes
and budgets in India
Opportunity
1. To expand.
2. Entering into high premium segment
3.Opportunity to expand into financialservices catering to huge segment
4. Increased ruralpenetration
Threats
1.Competitors Local presence
2. Future bazaar under debt can cause financial problems
3.Low priced brand perceived to be of low quality in Indian consumer minds
Competition
Competitors
GKB,
SHIVA VISION CARE

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RECOMMENDATIONS
The contact lenses market in India is growing at CAGR of about
25 per cent. As per an industry estimate, sales of disposable
contacts is rising at about 30 per cent. In the sunglasses market,
premium sunglasses sales are growing at 40% and account for
30% of the overall sunglasses market.
REASONS
 Ever changing consumer preferences.
 Rising per-capita income.
 Growing awareness amid consumers.
 Eyewear becoming more of a fashion accessory and a
Lifestyle product.
 Long working hours.

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NOTE
Awareness of VISION EXPRESS to the customer.
E Commerce.
Advertisement.
More involvement in PR activity.
Information to be reach to customer more clear.
Multi Branding.
Delivery time not too long.
More professionalism CSA.
Regular Audit of Shop.

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Conclusion
For a start, these retailers need to invest much more in capturing
more specific market. Intelligence as well as almost real-time
customer purchase behavior information. The retailers also need
to make substantial investment in understanding/acquiring some
advanced expertise in developing more accurate and scientific
demand forecasting models. Re-engineering of product sourcing
philosophies-aligned more towards collaborative planning and
replenishment should then be next on their agenda. The message,
therefore for the existing small and medium independent
retailers is to closely examine what changes are taking place in
their immediate vicinity, and analyze Whether their current
market offers a potential redevelopment of the area into a more
modern multi-option destination. If it does, and most commercial
areas in India do have this potential, it would be very useful to
form a consortium of other such small retailers in that vicinity
and take a pro-active approach to pool in resources and improve
the overall infrastructure. The next effort should be to encourage
retailers to make some investments in improving the interiors of
their respective establishments to make shopping an enjoyable
experience for the customer.
As the retail marketplace changes shape and competition
increases, the potential for improving retail productivity and

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cutting costs is likely to decrease. Therefore, it will become
important for retailers to secure a distinctive position in the
marketplace based on value, relationships or experience. I learn
how to behave in industries, how to work in group and also work in
pressure, how to be present in field work, during mystery analysis
how retail industries evaluate and examines performance of the store,
in catchment analysis how a particular place study to launch a new
store was learnt.
LEARNING FROM INTERNSHIP
Interning at VISION EXPRESS has been an entirely positive
experience. It has been inspiring to work with such a talented
bunch of people. Who are so clearly committed to what they are
doing.
 I learnt the role and functioning of inventory management in
Optical industry.
 I learnt how to survive in an organization.
 How to turn around an out of hand situation in front of
customer.
 I experienced working under pressure and achieving targets.

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 Multitasking while maintaining level of efficiency.
 Importance of time management.
 Communication with other departments like Marketing,
Operation and with HR.
 I learnt to work on the software SAP.
 File auditing
 It helped me boosting my confidence.
 Proposal writing for project helped me to improve my
written business communication.
 Approaching different individuals helped me increase my
subject & Optical knowledge.
 Final project writing helped me in projecting the idea in a
concise form to the best of my ability.
All helped me in understanding the working of the organization,
and my colleagues and manager always helped me in clearing my
doubts. As a whole my learning was tremendous and would be
always cherished.

IBS Bangalore 2015
REFERENCES
www.google.com
www.visionexpress.in
www.encyclopedia.com
www.numbeo.com
www.googlemap.com
www.en.wikipedia.org

Final project report of Vision Express

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Final project report of Vision Express