globus retail store
TRANSCRIPT
ASSIGNMENton
SUBMITTED TO SUBMITTED BY
Er. VIKRAM SANDHU HARISH KUMAR
ROLL NO. 890827
INTRODUCTIONHISTORY
Launched in January 1998, Globus is part of the Rajan Raheja group. The company opened
its first store at Indore in 1999, followed by the launch of its second store in Chennai (T-
Nagar). Soon to follow was another store in Chennai located in Adyar. The flagship store was
opened on 1st November 2001 in Mumbai, followed by a vibrant store in New Delhi.
Subsequently, its stores were launched in Bangalore, Ghaziabad, Kanpur, Ahmedabad,
Noida, Lucknow, Varanasi and Hyderabad.
The sixth & seventh stores opened in Bangalore in Koramangala & Richmond Road
respectively. The eighth store opened in Ghaziabad at Shipra Mall and was followed by the
ninth at Kalaghoda in Mumbai; tenth in Thane and eleventh in Ghaziabad. The twelfth,
thirteenth, fourteenth stores opened in Kanpur, Ahmedabad and Lucknow respectively.
As of May 2008, Globus has opened its 24th Store in Nagpur. Globus Stores Pvt. Ltd. was
formed to contribute in the revolution sweeping the retail industry. Globus promises to bring
about a perceptible change in the way apparel and lifestyle retailing has been carried so far.
Recently Globus has opened its Store in Indore, Aurangabad and the journey continues...
Globus Stores Pvt Limited
"Rahejas", Corner of Main Avenue and V.P. Road,
Santacruz (West), Mumbai - 400 054
Tel: 26058731 / 32 / 33
E-mail: [email protected]
Web URL: www.globus.in
The organization has an innovative and adaptive environment. Globus has achieved customer
delight by presenting value products and services through continuous improvement. It has a
team of dedicated and passionate employees maintained by constant training.
Globus has developed long lasting relationships with its business partners. It employs the best
practices of the industry through cost analysis. It has brought about a veritable revolution in
the retail industry through its constant efforts and innovation in apparels. It has been a
benchmark for many upcoming retailers. It has brought about an important change in the
industry and has distinguished itself from others. Globus has acquired the best processes and
procedures in various fields, such as Marketing & Brand Development, Research & Design,
Human Resources, Services, Administering Policies & Procedures and Production &
Merchandising. It has blended its resources of technology and people in such a way as to get
a competitive advantage over others.
Mission
Achieve customer delight by offering quality products and services through a process
of continuous innovation and adaptation.
Build a dynamic team of committed and passionate employees through sustained
learning and grooming.
Develop mutually beneficial relationships with our business partners.
Employ cost-effective processes and thereby create a strong organization.
INFRASTRUCTURE
Globus Stores Pvt. Ltd. was formed to contribute to the revolution sweeping the Indian retail
industry. Globus promises to bring about a perceptible change in the way apparel and
lifestyle retailing is carried out.
Towards this end, we have brought in modern international technology and made heavy
investments in investing and acquiring the best, tried and tested processes and procedures of
operation.
FUTURE
Globus combines state-of-the-art international information technology, the highest quality of
human resources and sustained financial commitment to realize its long term vision. We are
rapidly expanding and our target is to have an additional 100 fashion stores by the end of
2012.
ABOUT RAHEJA GROUP
Globus is an Apparel Retailing arm of Rajan Raheja Group, a group which has a market
experience of about 3 decades, turnover of Rs. 86 billion and about 19000 employees.
There are more interesting fact which can add your interest in the Group as you came to
know that this is the same group which has its hand in few very famous brand name in
different sector like Exide batteries, Outlook publishing House, Prism Cement, Asianet cable
Channel and many more. Beside this they also have stake in many famous upcoming big
retailing projects with Big Retailer like Dairy Farm Int. as their partner.
The Rajan Raheja Group is led by Mr. Rajan Raheja, a renowned businessman involved in the
Real Estate Development business for over 3 decades. The company diversified into
manufacturing and financial services over the last two decades.
The emphasis is on setting up focused companies, which aim to be profitable leaders in their
respective fields with a long term outlook. All Group Companies are professionally managed
by independent CEOs. Most of the Group Companies has a leading position in Market share,
Technology, Brand, Distribution or Profitability. The Rajan Raheja Group is a
Strategic/Financial partner in many of the businesses where it has management control.
Highlights:
Total Turnover: Over Rs. 86 billion ($ 2.1 billion)
Total Capital Employed: Over Rs. 57 billion ($ 1.4 billion)
Total Employees: 19,000
Privilege Club
Welcome to Globus Privilege Club, a place where the customer comes first and customer
delight is a priority. At Globus, we believe that shopping should not just be a pleasant
experience but also a rewarding one, which is why we have the Globus Privilege Club. The
club is a token of appreciation to valued customers like you. The Globus Privilege Club card
is as much a reflection of your good taste, as it is a gateway to exclusive privileges.
PRIVILEGE CARD
A one-time purchase of Rs. 500 gives you access to the Globus Privilege Club through the
Globus Temporary card. Accumulate purchases worth Rs. 2,000 in three months and get the
most sought-after Globus Silver Card.
For those in a hurry, the Globus Silver Card can also be obtained by paying a nominal fee of
Rs. 150
GOLD CARD
Make a distinctive statement with The Globus Gold Card. You can upgrade to Globus Gold
Card by accumulating shopping worth Rs. 15,000 in a year and get truly Exclusive Benefits
and Privileges.
CARD REWARDS AND PRIVILEGES
With Globus Privilege Club earning rewards is simple and easy. As you accumulate
purchases you will earn Globus Gift Vouchers (GV)
RENEWAL OF GLOBUS PRIVILEGE CLUB MEMBERSHIP
CardsPurchase of goods worth
(Rs.)
Validity
(Months)Automatic renewal on
Temporary 500 3
Upgrade to Globus Silver Card on
cumulative purchase of `2,000 in 3
months
Silver 2,000 24Cumulative purchase of `10,000 in
24 months
Silver 15,000 12Cumulative purchase of `15,000 in
12 months
PRIVILEGES AT A GLANCE
Cumulative Purchase Purchase of goods worth (Rs.)
5,000/- GV worth 100/-
10,000/- GV worth 100/-
15,000/- GV worth 150/-
25,000/- GV worth 300/-
50,000/- GV worth 650/-
1,00,000/- GV worth 2000/-
REMEMBER: CARD USAGE NORMS
Validate your card by signing on the reverse as soon as it is received.
Usage of the card indicates acceptance of terms and conditions of the Globus
Privilege Club Membership.
Flash your Globus Privilege Club card for availing of benefits at Globus or our
program partners.
Globus Privilege Club Cards are not Credit Cards and remain the property of Globus
at all times and must be produced/ returned on request.
All rights to ownership and usage of the Card rest with Globus. Report loss of Card at
our Customer Service Desk. Duplicate Cards will be issued at a nominal cost of 100
Inform of any change in your address/ telephone numbers/e-mail at the Customer
Service Desk.
Privileges Silver Card Gold Card
Validity at all Globus Stores Yes Yes
New product launch privileges Yes Yes
Birthday Discount Yes Yes
Exclusive shopping day for end of season sale Yes Yes
Regular Updates: Sale & In Store Promotion Yes Yes
Automatic membership renewal Yes Yes
Special tie-ups* Yes Yes
Free home delivery of altered merchandise Yes
Reserved car parking* Yes
Special counters* Yes
Complimentary soft drinks* Yes
Free card in case of loss/damage Yes
CONDITIONS
Globus Privilege Club membership is open to individuals above 18 years of age.
In case the applicant fails to achieve the required purchases within the validity period,
the total purchases will not be carried forward to the next period.
Globus reserved the right to refuse Globus Privilege Club membership to any
applicant without assigning any reason.
Usage of the Globus Privilege Club Cards indicates the acceptance of all the terms
and conditions, which are subject to revision from time to time by Globus.
Globus Privilege Club Cards are non-transferable and can be used only by the
member whose signature appears on the signature panel on the reverse of the card.
Any Globus employee has the right to verify member’s signature and to ascertain the
identity of the member. Benefits may be refused and the card be taken back if a non-
member is found using the card.
Globus reserves the right to revise the terms and conditions as well as the rules and
regulations of this programme without prior notice.
Benefits available through programme partners may change from time to time or be
withdrawn without prior intimation. Globus will not be responsible for any liabilities
arising from such situations or from use of such offers. It is advisable to check with
our programme partners, validity of the scheme prior to participating in the same.
Globus reserves the right to use the Globus Privilege Club membership data for the
purpose of marketing or communication for enhancement of the programme.
Any disputes arising under this programme are subject to Mumbai Jurisdiction.
Gift Vouchers
Make gifting simple with Globus. Gift your near and dear ones a Globus gift voucher, available in
many flexible denominations. When you give someone Globus Gift Vouchers you give them exactly
what they want. When it comes to birthdays, anniversaries and special celebrations, this is one gift
that's guaranteed to please.
Globus Gift Vouchers are redeemable against any purchase made in the store. There is no charge/tax
on purchase of gift vouchers. For instance; if you want to buy gift vouchers for Rs.1001, you need to
tender Rs.1001 only and you can buy anything worth Rs.1001 from any Globus store.
Globus Gift Vouchers are available in denominations of Rs.101, Rs.251, Rs.501 & Rs.1001. However,
you can also decide on your own denomination. Just contact the service desk at any Globus Stores
and give the most thoughtful gift of all.
Each one of us at Globus aspires and strives for only one result - Your Delight. So we would
like to know how we are doing.
GLOBUS BRANDS
Youth Fashion Brand
Globus aspires to be ‘the’ iconic youth fashion brand in the country. Globus is a complete
fashion brand – it’s the apparel brand and the destination brand. Three words which capture
the spirit of the youth – vibrant, maverick and expressive. Globus is exactly that…our vibrant
and maverick designs are not just setting fashion trends but more importantly helping our
customers express themselves.
The entire fashion range comprises of apparel for men, women, kids and accessories at
amazing prices. The range spans across usage occasions – work wear, campus wear, club and
lounge dressing and genres Western, Indian and mix-n-match. A well researched sizing
ensures a good fit for the Indian silhouettes.
Eye candy fashion
F21 is an accessible hi-fashion brand, offering high-quality apparel. F21 – the edgy fashion
brand - is designed to appeal to the more experimentative and adventurous consumers who
seek cutting edge fashion. Styling and fabric innovations help F21 offer high end fashion at
prices which are affordable for the young consumers. From
everyday casual occasions to clubwear, F21 promises consumers
attention unlimited.
The Globus Design Hub
The heart of our business lies in this creative workplace of our organization named Globus
Design Hub. It has been recently launched in July’07 in Andheri-Mumbai and is at its early
stages to becoming the leading design talent floor. It is the most well equipped design studio
in India in current times.
Globus is on a mission to revolutionize fashion and become an iconic youth fashion brand in
India. We aim at creating a deep connection with the Indian youth with inspiring product
designs, signature store experiences and compelling marketing.
Globus will undoubtedly bring unique fashion products; spawn haute trends and provide
powerful inspiration to its young customers to experiment further and make individual style
statements. Energized by this mission, a dynamic team of passionate employees and business
partners is constantly evolving and innovating with a view to delight the consumer.
FASHION ………….BE GLOBUS!
Globus is one of the leading companies in the Indian Fashion Retail industry, one of the most
flourishing sectors in the current Indian economic scenario. Today, Globus is present in 27
locations around the country. We are committed to a long term vision of bringing an
international shopping experience to all of urban India. Globus aims to be a company that
delivers consistent value to customers and exceed expectations.
Of course, we believe that this would not be possible without the hard work, dedication and
talent of our employees. We provide our employees with ‘Not just a job, but the chance to
build and advance a lifelong career’
At Globus, we are looking for professionals with high intelligence, a quest for knowledge and
a burning desire to be amongst the best!
Globus Stores chalks out Rs 800-cr expansion plan
Mumbai, Aug 27 : Fashion apparel retailing major Globus Stores Pvt Ltd, a part of the $1.5
billion Rajan Raheja Group, is on an expansion mode. The company is planning to increase
Globus stores’ presence from 19 to 152 locations - spread across 70 cities by 2012 - on a
lease model. Vice-chairman Akshay Raheja told FE, “We are planning to invest Rs 800 crore,
which will be sourced from debt, equity and internal accruals. We hope to grow our real
estate space from 2 lakh sq ft to 1.6 million sq ft by 2012. Besides, we are planning to start
online sales for our apparels by launching a new e-commerce website soon.”
Globus plans to set up its fashion apparel retail stores in Ludhiana, Faridabad, Vashi (in Navi
Mumbai), Nagpur, Vasant Kunj (in Delhi), Muradabad, Jamshedpur, Kolkata, Pune and
Jabalpur. According to Vinay Nadkarni, CEO, Globus, “While the rental prices in Tier I cities
is 65% of the total sales, it is 45% less in Tier II cities and even lesser at 35% in Tier III
cities. As part of an emerging trend, the rental prices in these locations are expected to rise
further and hence it is the right time to focus on Tier II and Tier III cities for expansion.”
Besides, Globus Stores is planning to foray into retailing of new product categories such as
footwear and sunglasses, which will be retailed under ‘Globus’ private label brand through
our stores. “We are currently in talks with third party manufacturers in order to enter into tie-
ups for sourcing these products from them,” Nadkarni added.
The company has signed Bollywood actress Kareena Kapoor as a brand ambassador on a
two-year contract. Raheja said, “We will invest 6-7% of our overall sales turnover in
launching new advertising campaigns. With our new expansion plans on the anvil, we hope to
grow our topline from Rs 145 crore as on March 2007 to Rs 1,700 crore by the 2012 end.”
Globus partners with Tata to open Wine Outlets
Globus Wines has partnered with Tata's Star Bazaar to open its first store at Dahisar,
Mumbai. As per the arrangement, Globus selects the wines and manages the store too.
Globus has plans to open 75 more wine stores in the next two years. They launched Miazma
nine months ago and is distributing those wines nationally.
Spread across 300 square feet, the Dahisar store will stock almost all major wine and beer
brands present in the country, including the company-owned wine brand Miazma.
WORKING HARD AT SOFT SELLING
Nothing these days sells without some sort of a promotional strategy backing it. From
consumer durables to perishables to services to everything, there is marketing promotion in
some form happening all the time. With the fast pace of life that everyone today shakes
their head at, but is still loath to change, the momentum of change has been steadily
increasing. Every trick in the book is being explored, tried and tested ones as well as daring
and innovative ones. Unlikely collaborations are experimented with, and what's more, found
to be coming up trumps, nevertheless.
PROMOTIONS IN THE RETAIL INDUSTRY
In the retail industry, with the advent of large players like Shoppers' Stop and Pyramid
earlier, and Lifestyle and Globus more recently, the race has been to retain customer base.
Thus loyalty programmes for members were born. And to keep up the enticement, new
value additions are constantly sought and implemented.
Globus - adding on privileges
The Globus Privilege Club card, based on the concept of instant gratification has ensured
100% card to benefit ratio. Members are immediately rewarded for purchases at any of the
Globus stores, in addition to a host of other privileges such as exclusive tie ups, promotions
and special shopping hours. Globus offers two different card categories, each with it own
benefits. A shopper gets a Privilege card on p urchase of merchandise worth over Rs. 2000/-
and a Globus Gold Card Membership on purchases worth Rs. 15000/-. But these purchases
can be spread across the first 3 months of the first purchase at Globus.
Benefits include invites to specially arranged events, new product launch privileges, like
getting to check out and buy new products before anyone else, exclusive shopping hours
like special hours during festive seasons and other occasions, exclusive offers on national
and multinational brands and services available at Globus. Discount offers and privileges at
other leading outlets also can be availed of as part of the benefits of tie-ups.
Some promotional offers
A free holiday package of 2 nights and 3 days on purchase of goods worth Rs 5000/-
A 4 night, 5-day free holiday package on purchase totalling Rs 10000/- and above.
For the above offers, where free stay extends to a couple and a child below 2 years, 22
national and 4 international destinations are up for grabs.
Targeting youth in a big way, Globus has specific promos like Fashion remix, Pizza hut offer
etc. The former, conducted recently at all Globus retail stores in the country was very
successful. The promotion allowed participants to join the grooming sessions by leading
industry specialists. It also included free tips and vouchers from Dr. Batra's, Gold Gym, Anjali
Mukherji's Health Total to name a few, etc. They were given expert advice on personality,
hair styling, skin care and clothes. Fashion consultants helped them on fashion wear and
sartorial etiquette.
Globus also organises Rampage, a fashion show to showcase the chain's latest apparel
range.
Advertising the promotion
Youth being the target focus, Globus uses the Internet and website very effectively for all
the campaigns as it has always generated a good response. Globus also actively participates
in promotional tie-ups with the colleges for various events through out the year. The mega
store is also exploring the idea of using music channels in the near future. Globus' extensive
use of all kinds of media to communicate its message effectively has included print,
hoardings, radio, magazines and other promotional activities that are implemented from
time to time in all the stores.