1. PRODUCT
PRICE
PLACE
PROMOTION
PHYSICAL EVIDANCE
PEOPLE
PROCESS

2. PRODUCT
Product verities: -
Design:-
The product display’s is well organized & facilitates ease of choice. Bright &
clean store, at convenient locations with layouts allow ease of navigation.
Features:-
Performance value & ranking get best information to help you shop.
Service:-
Good customer service is very important in order to retain a customer.
Warranties:-
Product or Accessories that are to be repaired or replaced
Return:-
Product returns policy is their promise of satisfaction.

3. PRICE
Discount Pricing strategy.
Credit card acceptance.
Competitive price.
Price marked in paisa.
Promotional pricing.(Buy 1 get 1 free etc).
Special event pricing.(Diwali,Dhanteresh,etc).
Membership card : Benefits the consumer if he/she is
a frequent buyer at the store. Points added to the
account.

4. PLACE The place in which your business operates can be the
deciding factor in the success or failure of the business.
The IFA store target to establish their store in a area
where the catchments area is very large.
It is situated beside the main road so it’s an
advantage to the store to increase footfall.
The place where it located is traffic and hassle free.
 Observation: found close to ‘Malls',' Market’ and
areas where there are number of ‘Cloth-retailers’.
They target all age group in their coverage.
They target customer of all type of social status.

5. Advantages
As the store is located just beside a high way
so it become easy for them to transport their
merchandise.
Advantage of the location of the store is
that, a customer can easily avail public
transport to reach their home.

6. PROMOTION
Advertising
Billboard outside the store.
Providing carry bags including
brand names & logo.
Auto material inside the store
including the latest promotions &
offers.
Sales Promotion
Festive season special offers.
Providing gifts- free goods.

7. People
• People refers to customers, employees, management and everybody else
involved in the business.
• In any business, essentially it involves 2 steps,
1. Getting the right people on the bus and the wrong people off the bus
and,
2. Getting the right people in the right seats of the bus.

8. People at IIFA
• Employees,
 There was 1 owner, 14 employees working in which 12 were looking after
sales and 2 were working as cashiers.
 The owner oversaw other employees and their tasks.
 The working environment was healthy.
 The employees working in sales were not so qualified but the employees
working as cashiers were qualified.
 The dress of the employees was not standardized.
 The employees were not well informed about the different products.
• Customers,
 The customers were mainly middle class and higher middle class.
 They were price sensitive.
 They wanted good products at affordable prices i.e. all of them asked for
value for money.

9. Physical Evidence
• Appearance, ambience of the store.
• Interiors of the store. Which and how are the products arranged etc.
• Entry and exit points. The store entry should be inviting.
• Location of service desks like customer service desks, cash counters etc.
Physical Evidence at IIFA
• Big store, about 8000 sqft.
• Lots of products displayed and in a manner which catches the eye.
• But this makes the store a bit cramped to move around.
• No separate customer service desk present but cash counter was properly located.

10. Process
• The process that you go through and the behaviour of those who deliver the
products behaviour of those who deliver the products are crucial to customer
satisfaction.
• Process are crucial to ensure to ensure the set standards are met.
• Process mapping ensures that the service is perceived as being dependable by the
target segment.
Process at IIFA
• The process of walking in the store, selecting a product, paying for it and walking
out of the store was smooth at IIFA without any glitches.
• To ensure customer loyalty and to bring in new customers, IIFA can implement,
 Membership Card System
 Faster billing System by putting more cash counters
 Providing parking spaces.