How Should Topshop Capture The Indian Market Place

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This is Business plan proposal for Topshop to enter India.

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How Should Topshop Capture The Indian Market Place

  1. 1. HOW SHOULD TOPSHOP CAPTURE THE INDIAN MARKET PLACE?<br />Manvi Singh<br />
  2. 2. ENTRY STRATEGY<br />Franchise agreement with Trent group<br />49% stake- Trent <br />51% stake- Topshop<br />
  3. 3. THE INDIAN WOMENS WEAR MARKET<br />Branded women apparel market is projected to rise at a rate close to 25% and surpass Rs. 18,000 Crore by 2010. Western wear, along with lingerie, will emerge as the fastest growing segment.<br /> -DATAMONITOR<br />
  4. 4. Indian fashion retail industry<br />
  5. 5. BUSINESS OPERATIONS<br />SUPPLIER: Indian and international<br />INBOUND LOGISTICS: Outsourced<br />WAREHOUSE: 2 warehouses in south and North (Noida: NCR region)<br />OUTBOUND LOGISTICS: Outsourced<br />STORE: Marketing and sales, Services<br />
  6. 6. TARGET CUSTOMER<br />Demographic segmentation<br />
  7. 7. TARGET CUSTOMER<br />15-23 years old<br />
  8. 8. TARGET CUSTOMER<br />24-35 years old<br />
  9. 9. THE REASON FOR PURCHASING CLOTHES<br />
  10. 10. THE REASON FOR PURCHASING CLOTHES<br />
  11. 11. PRODUCT<br />SIZE<br />FABRIC<br />STYLE<br /><ul><li>Heavy body
  12. 12. Average height is 5.5-5.6
  13. 13. 84% women wear western-wear.
  14. 14. Bright colours
  15. 15. Difference in temperature between Delhi and Mumbai.
  16. 16. Mild winters and strong summers.
  17. 17. Summers: muslins, linen, lycra etc
  18. 18. Winters: wool+cotton mix, Wool+polyester mix
  19. 19. In-between seasons: cotton polo necks, linen coats, cotton jumpers </li></li></ul><li>STYLES IN CLOTHING<br />SPORTY<br />VINTAGE<br />RETRO<br />
  20. 20. STYLE IN CLOTHING<br />GLAMOR<br />HIPPY<br />CHIC<br />BLING<br />
  21. 21. PREFERNCE OF STYLE IN CLOTHING<br />
  22. 22. DAYTIME PREFERENCES<br />
  23. 23. NIGHT PREFERENCES<br />
  24. 24. PREFERENCE OF CLOTHING DURING THE COURSE OF THE DAY<br />
  25. 25. PREFERENCE OF CLOTHING DURING WORK/COLLEGE<br />
  26. 26. PREFERENCE OF CLOTHING DUSRING NIGHT- PARTY/CLUBBING/DINNER<br />
  27. 27. PRODUCT LINE FOR TOPSHOP IN INDIA<br />
  28. 28. PLACE<br />Delhi<br />Income profile: $ 25.10 bn<br />Mumbai<br />Income profile: $34.94 bn<br />
  29. 29. New Delhi<br />There is a cheaper and larger availability <br /> of retail space in Delhi. <br />
  30. 30. CONSUMER PREFERENCE OF SHOPPING LOCATION<br />
  31. 31. SHOPPING LOCATIONS IN DELHI<br /><ul><li>Mango
  32. 32. FCUK
  33. 33. Replay
  34. 34. UCB
  35. 35. Esprit
  36. 36. Shoppers Stop
  37. 37. Pantaloons
  38. 38. Mango
  39. 39. FCUK
  40. 40. Replay
  41. 41. UCB
  42. 42. Esprit
  43. 43. Sisley
  44. 44. Guess
  45. 45. CK
  46. 46. Mango
  47. 47. UCB
  48. 48. Esprit
  49. 49. Sisley
  50. 50. Lacoste</li></li></ul><li>3 YEAR PLAN<br />1ST YEAR<br />2ND YEAR<br />
  51. 51. 3 YEAR PLAN<br />3RD YEAR<br />
  52. 52. COMPETITION<br />Domestic and<br />International and Domestic retailers<br />
  53. 53. Unorganized retailers<br />Substitutes: Export rejects and Tailor made garments<br />
  54. 54. THE MARKETING CAMPAIGN<br />The advertising campaign<br />The PR campaign<br />
  55. 55. PR CAMPAIGN<br />
  56. 56. PR CAMPAIGN<br />PR should be outsourced to a PR firm<br />Bollywood movies<br />Magazines such as Vogue, ELLE, Femina etc should be used as a medium to promote their stock.<br />Charity events- AIDS and Breast cancer<br />Celebrity<br />‘Kate Moss’ campaign- 52% Indian do not recognize Kate Moss.<br />
  57. 57. PR CAMPAIGN<br />
  58. 58. AD CAMPAIGN<br />
  59. 59. WEAR LONDON IN INDIA<br />
  60. 60. Thirst to be the first to wear Topshop in India<br />
  61. 61. PROMOTION: promotion objectives pyramid<br />GAIN LOYALTY<br />ENCOURAGE PURCHASE<br />AROUSE INTEREST AND PERSUADE TO TAKE ACTIONS<br /><ul><li> Media coverage: launch party and fashion shows.
  62. 62. PR
  63. 63. SMS
  64. 64. Magazine adverts
  65. 65. Ecataloguesvs Direct mails
  66. 66. Banners</li></ul>INFORM, CREATE CUSTOMER AWARENESS<br />Source: Bruce, Margaret.2nd edition - International Retail Marketing<br />
  67. 67. Example of VM during store-launch<br />
  68. 68. CORPORATE STRATEGY<br />TOPSHOP<br />
  69. 69. DIFFERENTIATION<br />Branding<br /><ul><li>Synergy
  70. 70. Quality</li></ul>Services:<br /><ul><li>Refund
  71. 71. VIP shopping experience
  72. 72. Student discount
  73. 73. Loyalty cards
  74. 74. Gift cards</li></li></ul><li>FOCUS<br /><ul><li>Does not cater to Mass market.
  75. 75. Due to pricing and product policy.
  76. 76. Hence targets a niche.
  77. 77. Niche is a small percent of the entire population, but a large number.</li></li></ul><li>BUDGET<br />TOTAL INVESTMENT IN INDIA= $1bn<br />Investment in Delhi= $30mn<br />Investment in Mumbai= $30mn<br />Investment in further tier II and tier III cities and excess deposit= $40mn<br />
  78. 78. BREAK-EVEN<br />

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