watch it.. (atmospheric analysis)

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Store I

Brigade RoadLow End Store

Below Rs 600

CONSTRAINTS

•Incompatibility of space

• Ambiguous product segregation

• No visual graphics

• No branding outreach

•Odor, temperature & sound aren’t controlled

•Type of space: Public

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Store I

Sampige RoadMiddle segment Store

Below Rs 10000

ATMOSPHERICS

• Main colors: White and silver, ascents: red

•2 ‘ between aisles

• Segregated products, but cluttered

• Posters, POP, promotional signage, category signage

•Odor & temperature are controlled, sound is not

•Type of space: Social

•Ambience lighting: Yellow & red

• Inside shelf: White LED

•Neon light (Red) around ceiling

• Few spotlights

• Backlit logo

LIGHTING

VISUAL COMMUNICATION

• Life size advertisements

• Endorsement by Katrina Kaif

• POPs about sales & discounts

• Category signage

• Other scalable POPs

Store II

Forum MallMiddle segment Store

Below Rs 10000

ATMOSPHERICS

•Colors: White, Red & Orange; ascent: grey

• Categorized products, but cluttered

• Geometric shelves & furniture

• Obvious & loud branding

• Cool temperature, odor of phenol, no sound

•Type of space: Social

VISUAL COMMUNICATION

• No life size advertisements

• Endorsement by Katrina Kaif

• POPs about sales & discounts

• Category signage

• Other scalable POPs

Marketing Strategy

Middle class/ upper middle classConscious about price as well as quality

SEGMENTATIONThe middle: Raga & Exacta

TARGETPrice sensitive customers yet fashion conscious

POSITIONINGPremium brand providing high quality products, repositioned themselves as a fashion accessory brand (Endorsed by Bollywood celebrities)

Store I

UB CityLuxury Store

Above Rs 10000

ATMOSPHERICS

• Furniture – Elite, less is more

•Runway layout, geometric shelves

• Colors: Achromatic silver, white & black

• Minimalistic interior

•Temperature was cool, no sound or odor

•Type of space: Personal

LIGHTING• Focus LED light

• Two backlit posters

• Ceiling: White & yellow light

VISUAL COMMUNICATION

• Logo & Branding is elite & not loud

• Clean and minimalistic posters & POPs

• Category signage

• No institutional signage

• Product description in LCD tablets

• One life size advertisement

• Intangible & abstract graphics

Marketing Strategy

Upper classConscious about experience & quality

SEGMENTATIONBasic luxury

TARGETyoung, high income group

POSITIONINGA watch brand with

innovative material & designNot restricted to a particular look. Associated with various sports

Thank You