STUDY THE RETAIL ATMOSPHERICS AND STORE

LAYOUT OF KFC & BMW

PRESENTATION FLOW

Introduction to the title Introduction to the KFC Atmospherics strategies of KFC Store layout of KFC Introduction to the BMW Atmospherics strategies of BMW Store layout of BMW Findings Recommendations conclusions

INTRODUCTION TO TITLE

The study is based on- The store atmospherics and space strategy Their relevance emerges from the link

between the shopping behavior and physical environmental factors.

Physical elements in a store’s design that appeals to the customers and encourage them to buy.

Retail space management .

INTRODUCTION TO KFC

KFC, also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States.

Primarily sells chicken pieces, wraps, salads and sandwiches.

The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952.

The recipe of 11 herbs and spices used by KFC in preparation of their chicken remains a trade secret.

ATMOSPHERIC STRATEGY OF KFC

Exterior Atmospheric: Store Front Entrances Display window Visibility Adjoining stores

Interior Atmospherics: Flooring Lightning Personal Cleanliness Wall Washroom Aisles Temperature Sitting areas Music's

Visual Merchandising Assortment Self-service Payment counter for food Payment counter for drinks

STORE LAYOUT OF KFC AT CP

Payment counters for

Drinks

Payment counters for solid food.

Sitting areas for families

or large groups

Sitting Areas (Couches)

Sitting Areas (Couches)

Visual Merchandising

Visual Merchandising

Entry and Exit

washroom

Supporting back Room

Upstairs & Downstairs.

AISLES

INTRODUCTION TO BMW

Bayerische Motoren Werke (BMW), (literally English: Bavarian Motor Works) is a German automobile, motorcycle and engine manufacturing company founded in 1916.

BMW Group currently has 17 production facilities in five countries

BMW itself still continues to roll out the 3-series, 5-series and the 7-series from its stable.

BMW entered the emerging Indian automobile market in December, 2006.

Presently, 12 active dealership have opened up across India.

MODE OF ENTRY IN UNEXPLORED MARKET

1) Export 2) Acquisitions 3) Foreign Direct Investment (FDI).

ATMOSPHERIC STRATEGY OF BMW

Exterior Atmospheric : Store Front Entrances Display Windows Visibility Adjoining store

Interior Atmospheric: Flooring Lightning Personal Cleanliness Wall Washroom Temperature Sitting Areas

Visual Merchandising: Assortment Theme Payment counter Interior kiosk sign system

STORE LAYOUT OF BMW AT CP

Upstairs & Downstairs Staff Room Sitting Areas

(Chairs)

Sitting Areas (Couch)

Payment Counters

Visual Merchandising

Visual Merchandising

(New cars)

Visual Merchandising

(New cars)

Entry & Exit

FINDINGS

For KFC: Red Colored wall Dim lightning environment Visibility and easily accessible They avoid long ques.

For BMW: New cars for VM Bright lightning environment Technology display High class feel Safety drive manual

RECOMMENDATIONS FOR KFC:

The store was completely & well furnished though there was few points we would like to recommend for KFC store is that washroom was not visible to customer. So that, the customer don’t need to ask the waiters for direction towards washroom.

In the cold drinks section they only have PEPSI and their own products. They should keep COKE and other verities also so that the customer can have what they wants.

They are playing only western music in their store. They should play hit hindi songs also while they are operating in India.

They should maintain a customer information database system, where mobile no. of every customer is noted. They can send sms to their customer in various festive seasons to attract them.

RECOMMENDATIONS FOR BMW

Store should be spacious No Electric Neon or Hoarding was available. Doormen wasn’t available all the time. At the front gate they should hire a gatekeeper,

who will open the gate for the customer and greet them.

They should increase their sitting space. Because if two or three customer come to the store at the same time then they might face a problem of shortage of sitting space.

They should also play some pleasant music to give the customer a pleasant mood.

CONCLUSIONS

Store atmospherics environment is most important

Different store adopt different store design strategy based on their target customer.

Customer perception depends on the atmospheric environment of the store.

THANK YOU