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KINDUZ Market Scoping Services
 

KINDUZ Market Scoping Services

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    KINDUZ Market Scoping Services KINDUZ Market Scoping Services Presentation Transcript

    • Enabling Sustained Excellence MARKET SCOPING SERVICES •Location Mapping •Competition Mapping •Location Feasibility Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/
    • Current Indian Retail Scenario  Spencer’s is in Cost Cutting, right sizing mode – 100 unviable stores shut which led to a loss of 289 crore in 2008-09 and 150crore in 2007-08 • Economic Times,17th June, 2009  Birla Nuvo plans to close 30 stores and save Rs 100 Cr on costs; also open 150 new stores in viable centers • India Retail Biz, May 1st, 2009 ·  Foodland Fresh, a Mumbai-based retail chain, closed 39 of its 42 stores across the city, last week. • Economic Times,10th February, 2009  Reliance Fresh is mulling closing 25 stores from its 590 stores at present while the UK online and catalogue retailer • Economic Times,10th February, 2009 Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 1
    • Factors Leading to Successful Retail Stores “The three most important things for a successful retail store are 1) Location 2) Location 3) Location ” Sam Walton, founder Walmart KINDUZ, Retail Industry Research , February 2009 Merchandise Visibility Accessibility Feasibility Parking Mix Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 2
    • Locations are on every retailer’s mind “The modern retail opportunity is in the top 20 cities. Tier two towns could take five more years.” CEO, Durables retail chain for KPMG retail report 2009 “All regions have potential key is in slicing the relevant customer segments and developing an appropriate format/ value proposition.” CEO, Large Indian retailer for KPMG retail report 2009 “Out of town retail models will not work in India.” CEO, Global retail chain for KPMG retail report 2009 "No single format will be suitable pan India - finding the relevant format would be key to success." CEO, a large Indian retailer “There are too many general malls with similar value propositions in India.” CEO, Furniture retail chain Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 3
    • KINDUZ MARKET SCOPING SERVICES Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 4
    • KINDUZ Market Scoping Services A structured approach to retail location planning STEP III Location Feasibility: Trading Area Potential, CAPEX, OPEX Feasibility, Recommended Store Format, Recommended Store Size, Projected Breakeven Point STEP II Competition Mapping: Existing Competitor Names & Locations, Sizes of stores in Area, Existing Average Revenue /sqft, Category Distribution within Store STEP I 1.Customer Profiling: Population Distribution/ Average Age Distribution/ Annual Income Distribution/Car ownership 2.Key Zone Mapping: Shopping Malls, Corporate Offices, Government offices, Entertainment Zones, etc. 3.Location Hunting: Key Retail Locations in Area, Anchor Tenants in these locations, Parking Availability, Asking Rate per sq.ft Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 5
    • Market Scoping Package Details 1.DEMOGRAPHIC PROFILE FOR COMPLETE CITY 3. COMPETITION ANALYSIS FOR TRADING Total urban population in target catchment AREA Age distribution Existing competitors names & locations Sex ratio Sizes of competition’ s stores Education levels Existing revenue per square feet Key economic indicators Week and weekend footfall Hot Zones - Population concentration within city Category Mix Special features if any 2.LOCATION OPTION IDENTIFICATION Asking rate for these locations Key retail zone identification within city Rentals in identified Retail Zones 4. LOCATION FEASIBILITY ANALYSIS Detailed analysis for each option: Grading all Location options on key 1.Key Zones within trading area: parameters like: Shopping malls rental Corporate/government offices •Competition Entertainment zones •Footfall Restaurants •Revenue/sft Schools/colleges •Parking 2. Micro Mapping for Primary, Secondary and Tertiary •Accessibility trading areas 3. Retail location accessibility from Hot Zones Ideal category mix recommendation for 4. Detailed Site Analysis shortlisted option Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 6
    • Demographic Indicators of Target Catchment •Total urban population in target catchment •Sex Ratio •Male Literacy Rate •Female Literacy Rate •Population less than 6yrs •Children (6-14yrs) in private school •Income Distribution TOP FIVE 1. Allahabad 1,635,3872 2. Kanpur Nagar 1,549,5053 3. Lucknow (,250,8774 4. Agra 1,198,9915 5. Jaunpur 1,170,022 Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 7
    • Economic Indicators Housing Loan Accounts , Loans for Purchase of Consumer Durables , No. of Retail Trade Accounts TOP FIVE 1. Lucknow 47,9182 2. Ghaziabad 20,0253 3. Gautam Buddha Nagar 18,9664 4. Agra 17,1615 5. Kanpur Nagar 16,055 TOP FIVE 1. Moradabad 26,9022 2. Varanasi 22,3283 3. Gorakhpur 22,0894 4. Kanpur Nagar 21,3995 5. Saharanpur 21,009 Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 8
    • Hot Zones - Population Concentration within City A C B F D E Aspect/Location A B C D E F Sq Km Population Residence type Apartments Independent houses Bungalows Average Rentals Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ Property price © 2008 KINDUZ - All rights reserved 9
    • RETAIL LOCATION OPTION IDENTIFICATION Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 10
    • Identifying Key Retail Zones in City Option 1 A Option 2 C B F Option 3 Option 4 D E Clear identification of existing key shopping areas in the city Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 11
    • Rentals in identified Retail Location Options in City Option 1 Rs 50-75/sft Option 2 C Rs 55-85/sft Option 3 Option 4 Rs 95-120/sft Rs 65-95/sft D Indication of rentals in high density retail shopping areas for exploring the option of a standalone store Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 12
    • DETAILED ANALYSIS FOR EACH OPTION Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 13
    • Trading Area Analysis of Options Identifying Key Zones in Target Catchment (Schools, Colleges, Offices, Shopping Malls etc. Key Zones in Area Primary Secondary Tertiary Trading Trading Trading Schools 6 3 8 Colleges 2 5 3 Entertainment Zones Government Offices 2 1 Corporate Offices 2 Multiplexes 1 Primary Trading Area – upto 5kms/ 5-10minutes Secondary Trading Area – upto 10km/ 10-20minutes Restaurants 6 7 47 Tertiary Trading Area – upto15kms/ 20-30 minutes Shopping Malls Competitors Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 14
    • Micro Mapping for Primary, Secondary and Tertiary Trading Areas. Detailed Area Map – Option 1 NIFT Oracle Karr Raheja IT Park Express Accenture Siri Elite Sgency Pizza Hut Computer Sceince Corporation Verizon India Images HSBC Hospital Louis Phillipe Loreal Hotel Kasani Grand Babuji Teknoflon Wood Art Oracle Galaxy Ginger Court Infotech Van Heusen Adcendas IT Park Shoppers StopBlackberrys Restaurants Competition Colleges Corporate Offices Retailers Mapping each area in detail to showcase eating joints, offices, retail shops, competition etc. Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved` 15
    • Retail Location Accessibility from Hot Zones A C B F D E Identifying all possible Locations within trading area highlighting competition if present Competition Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 16
    • Detailed Site Analysis – Option 1 Traffic Flow Actual Site Picture LOCATION ANALYSIS A B C Distance from Target Catchment 9.9 4.2 2 Developer’s Contact Details : Size (sqft) 3,20000 Parking Availability 1000 cars Anchor Tenants Hypercity, Lifestyle, Shoppers Stop Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ Rent/Sqft Rs120/sft © 2008 KINDUZ - All rights reserved 17
    • COMPETITION MAPPING Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 18
    • Competition Mapping in Trading Area Product Category and Retail Format which matches with Client Brief DETAILS Raymond Blackberrys Van Huesen Zodiac Louis Phillipe Peter England Location Size (Sqft) Louis Phillipe Peter England Vijay Textiles Van Heusen Blackberrys Skipper Inner Space Furnishings @Home Prakash Allen Solly Lights Welhome Services | Retail Industry KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 19
    • Detailed Competition Analysis using Primary Research Studying Each Competitor present within Trading Area Raymond Louis Phillipe Raymond Louis Phillipe Plot No. 204, E Venue, Road No. 14, Banjara 686, 2, Lane Adj To Aamoda Kitchen, Banjara Address Hills, Hyderabad, Andhra Pradesh500034, India Hills, Hyderabad, Andhra pradesh500034, India 040 23301603 040 23324546 Rent/sqft Size (Sqft) Average Revenue /Sqft Categories Special Feature Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 20
    • Option 1 - Summary Immediate Catchment: 5000 families at Whitefield alone  Primary Catchment of 13 lacs in vicinity  Secondary Catchment 12 Lacs  Excellent Infrastructure Key Zones:  35 schools + 19 colleges/technical institutes + 3 parks , Several football & cricket clubs , Ample Social clubs & varied places of worship  25 corporate offices within primary trading area Accessibility:  15 minutes from Jubilee Hills, 20 minutes from Banjara Hills  Easily accessible from high traffic zones like Madhapur highway Competition Key Indicators: No of Competitors Average Footfalls Average Revenue/sft Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2009 KINDUZ Business Consulting - All rights reserved 21
    • LOCATION FEASIBILITY ANALYSIS Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 22
    • Location and Competition Analysis Characteristic Weight Option 1 Option 2 Option 3 Option 4 Competition 40 1 40 3 120 4 160 6 240 Rental 60 2 120 4 240 6 360 8 480 Parking 20 8 160 1 20 3 60 3 60 Footfall 60 8 480 7 420 4 240 5 300 Typical Revenue /Sqft 40 6 240 4 160 3 120 3 120 Target Population accessible within 20 6 120 7 140 6 120 5 100 primary trading area Total: 1160 1100 1060 1300 Completely objective Analysis of each location option using predefined statistical parameters benchmarking each characteristic based on the industry standard. Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 23
    • Recommended Mix for Opening a Store in Shortlisted Location Recommended Mix Option 4 - Catchment Sq Km Accessories 8% Population Education Levels Premium Suitings Textiles 17% Average Income 17% Location Details Rental Medium Range Competitiors in Mens Shirts Suitings 33% Primary Trading 25% Average Footfall Average Revenue/sft Parking Availability Complete Demographic Details and Recommended Category Mix for Location Shortlisted through the analysis Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 24
    • Zoning The entire zoning should consider one single science of shopping IMPULSE !!!  to promote that critical aspect of shopping, which will generate better conversion !!!  The scientific zoning & trade mix of the store will ensure equal footfall distribution on every floor. Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2009 KINDUZ Business Consulting - All rights reserved 25
    • Design and Concept Planning Traffic Flow Analysis Sightlines Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2009 KINDUZ Business Consulting - All rights reserved 26
    • ABOUT KINDUZ Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2008 KINDUZ - All rights reserved 27
    • About KINDUZ KINDUZ is a niche consulting firm that delivers focused 'Business Improvements', with 'Business Results' for its customers. Headquartered in India, with branches in Germany, U.S.A. and Canada, KINDUZ has completed over 35 assignments since its inceptions in 2008, and has retained every single client it has worked with.". Our retail vertical is managed by experts from varied retail domains like real estate, financial planning, space design and assortment planning. The CORE Team jointly holds over 60yrs of industry experience with established developers and retailers. Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/
    • Our Retail Services Financial Services Market Scoping Shopping Mall Services  Mergers and  Demographic Mapping  City Profiling Acquisitions  Competition Mapping  Market Micro Analysis  Equity and Debt  Location Feasibility  Feasibility Analysis Funding  Concept Design  IPO Management  Project Management  Registration & Licensing  Mall Management K-Star(Mumbai) Mega Mall(Mumbai) 29 Palm Beach Magneto Mall (Mumbai) (Raipur) Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2009 KINDUZ Business Consulting - All rights reserved 29
    • Shop Design Partner – Shopworks Bengaluru, Dhaka, Mumbai, Colombo, Delhi, Frankfurt, Istanbul, Lisboa, London, Melbourne, Moskva, Shanghai Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2009 KINDUZ Business Consulting - All rights reserved 30
    • KINDUZ EXPERT PANEL Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2009 KINDUZ Business Consulting - All rights reserved 31
    • Aartee Roy Education: Key Skills: Market Research, Category Mix Planning, Certified in Production and Inventory Management (CPIM) Roles Played from APICS (USA) Senior Vice President at Kinduz Consulting Heading the Retail vertical at KINDUZ Six Sigma Black Belt Responsible f or def ining focus areas, marketing strategy and business development in the retail sector Advanced Diploma in Fashion Vice President Merchandising at Odyssey India Ltd. Heading all India merchandising f or multiple categories including perf umes, jewellery , leather accessories Design from NIFT (Delhi) home and branded gif ts. Responsible f or sales, margins and inventory management f or all above. Instrumental in merchandise mix planning f or the bid f or Delhi International Airport which Odyssey won. Bachelors in Arts from Panjab Introduced 44 new suppliers to Odyssey which helped limit its top line depletion during the 2008 economic University (Chandigarh) downturn. Designed merchandise mix f or Odyssey’s EXPRESS f ormat which led the category to be the top grosser of sales. Senior Buyer at Lifestyle (UAE) Worked f or Lif estyle heading home decor buying f or nine countries in the Middle East. Helped Lif estyle manage their inventory and replenishment across 64 stores spread in the GCC. Instrumental in category management and vendor relationship management f or Lif estyle enhancing their Like f or Like top line by 12%Helped Lif estyle streamline their pricing strategy across the GCC, improving margins by 25% Helped drive strategic contracts with suppliers to improve Odyssey’s margins by 5% and limit the exposure to excess inventory. Senior Merchant at Monsoon Accessorize Heading merchandising f or the Monsoon ladies and kids accessories at the India liaison of f ice. Responsible f or establishing the Indian supplier base f or Monsoon Home. Merchant at William E. Connor & Associates Ltd. Handling complete sourcing and merchandising f or brands like Red envelope, the Body shop, Neiman Marcus and Nordstrom. Helped supplier’s achieve Ethical Trading Compliance, thus limiting exposure of Body Shop and Monsoon to unacceptable manuf acturing practices. Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2009 KINDUZ Business Consulting - All rights reserved 32
    • Mohit Mohan Education: Key Skills : Business Planning and Strategy Definition. Revenue Model Design and Location Feasibility Analysis. MBA (Strategic Marketing) Monash Roles Played: University Australia COO - Retail Tadawi Healthcare Group, Saudi Arabia Transitioned the Tadawi is the largest healthcare company in Kingdom with over 500 Franchise Management pharmacy stores and turnover over US$ 350 million. Created and employed first Format University of Category Management Program, monitoring expenditures and supplier performance, NSW, Australia improving shelf space productivity, and driving on going price improvements. Real Estate - R M Institute Director – Operations (Cash & Carry), Wal-Mart India of Technology, Australia Responsible for operations and strategic direction with full responsibility for bottom -line factors, including long-range planning. Spearheaded vision, strategy, and execution of Health & Safety Certification business operations. Led the planning team in the start-up operation in making the - WSIB Canada feasibility study, format definition, project-plan and co-ordinating with HO team in devising the timeframe for implementation. COO - NEXT India (400 consumer durable & electronics retail chain) Lead operations and strategies direction with full responsibility for top-line growth and bottom-line profitability. Provide cross-functional management; direct four National Buying Heads, three Regional Heads and eight District Managers; and general oversight of 250 employees. Redefine organizational structure; oversee major pricing decisions and perform monthly financial evaluation of company results. General Manager, Retail Operations - Pharmasave Canada , (Health & Wellness Retail Pharmacy Chain) Managed 55 stores in Ontario. Responsible for over profitability and network expansion. Manager - Jeans Pvt Ltd. District (25 Store Casual Fashion Retailer) Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/
    • Narendra Kumar Education: Key Skills : Property evaluation for all various retail formats, strategizing business development expansion plans, streamlining the process of Business MBA (International development, computational research on demand dynamics required for expansion plan Business) - Symbiosis, Pune Roles Played: Senior Consultant Transaction Services – Retail at Cushman & Wakefield ( India ) B E (Electrical) MDU Pvt. Ltd Haryana Transaction services – Retail (Western India) worked for projects in cities like Mumbai, Pune, Ahmedabad, Surat, Baroda, Jamnagar, Nagpur, Raipur. Worked for Mall Developers with planning, leasing for developments like Atria Mall (Mumbai) Mega Mall (Mumbai) Palm beach galleria (Navi Mumbai), K-Stars (Mumbai), Imperial Mall (Surat), Magneto Mall (Raipur), Venus Square (Ahemdabad), Express Avenue (Chennai). Actively involved in creating Business Plan for esteemed clients like Hanes & Mautriz, Marks & Spencers, Mango, Swarowski, Jumbo Electronics, Redmond. Actively worked with retailers like Koutons, Spykar, Lilliput, The Mobile Store, Kiah, Snap Fitness, Subway, Kailash Parbat, Levis, Nike Involved in preparing business development pitch for the retail vertical with clients like Shoppers’ Stop group, Odyssey, Gitanjali Lifestyle, Tata International, Trent Ltd, Brand House Retail. Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/
    • Ekta Prasad Education: Key Skills : Space Design, Project Management B.Architecture from BMS Roles Played: College of Engineering Retail Real Estate Architect – Emaar MGF Land Ltd. Involved in architectural co-ordination of their entire retail exploits pan India, including review of layouts for over a dozen retail ventures and shopping malls. Responsible for a wide gamut of activities ranging from approving proposals for new projects at the retail level, mediating between the management strategies and architect conceptualizations to achieve the perfect balance design and saleability. A consultant for design issues, prioritizing space for anchors, vogue brands and hypermarkets in the micro level. Determining circulation patterns, traffic flows, frontages etc on the macro level. Serving as the interpreter between the architect's conceptualization and developer's vision. Design Head – Select Citywalk Work profile included a comprehensive shopping mall exposure, from inception to completion - all exercises and niceties amid and beyond. Know-how at parity with latest developments in the design and construction industry. Experience in retail design, inter-relationship between brand management and the consequent orientation of spaces. Approving tenant layouts, modifications of existing shops etc. Coordinating and mediating between Singapore and Local architects. Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/
    • Contact Aartee Roy Senior Vice President Website: http://www.kinduz.com/retail/ Email: aartee.roy@kinduz.com India Mobile: +91-9999-102366 India Office: +91-40-40165594 US Phone: +1-312-473-9766 Retail Industry Services | KINDUZ Consulting | http://www.kinduz.com/ © 2009 KINDUZ - All rights reserved 36