79564

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79564

  1. 1. Presented by:Sameer, Abhinandan, Shreya, Trishant, Rohit, Inamdar. Page 1
  2. 2. Explore endless possibilities with Westside Page 2
  3. 3. • Story began circa 1998 when TATA acquired LITTLEWOOD’S a London based retail chain• Acquisition was followed by establishment of Trent Ltd.• LITTLEWOODS was subsequently renamed WESTSIDE• WESTSIDE has carved a niche for its brand of merchandise creating a loyal following• Has garnered numerous Page 3
  4. 4. Contd…• The store sizes range between 15000- 30000 sq. feet.• Annual Sales for 2010 was Rs. 543 cr.• With net profit of Rs. 40 cr. Page 4
  5. 5. Features• Designed to be one-stop shop for complete family.• Offers broad product variety.• There is huge price band. Page 5
  6. 6. Westside as a “Brand”• The name itself gives an upbeat feel.• The stores are designed to convey this message. Page 6
  7. 7. Place strategy• Chain of stores mainly functioning in malls.• Stores mostly located very near its competitor.• Products distributed from Mumbai headquarter.• Stock replenishment done mainly on Fridays. Page 7
  8. 8. Place strategy Contd…• Product availability mainly depends on the city of operations.• Opening of exclusive store to women, keeping in mind that, women form the biggest and most loyal customer base for them. Page 8
  9. 9. Product Strategy• Has about 7-8 product category.• Displays majorly in- house brand.• Has tie-ups with other brands. Page 9
  10. 10. Product Range-• Men’s Wear and Accessories.• Women’s Wear and accessories.• Kid’s Wear.• Crockery and Kitchen.• Daily Necessities.• Branded Jewellery• Gift items.• Furniture.• Footwear.• Interior decoration. Page 10
  11. 11. • To earn high profit margins on Private Labels Brand• Grab the opportunities to stand out from the crowd• International retailers using own label brands• To control on quality of the product• To offer unique valuable product to customers Page 11
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  15. 15. Product Positioning• Positioned as value for money products- good quality , low prices ,contemporary and exclusive designs and wide variety• Good store ambience – shelves not overloaded• Focus on “ I-got-a quality- product-at-a-reasonable- price” feelings Page 15
  16. 16. Division • Women Wear – Western formals, casuals and ethnic wear – Range had great depth – Designer clothing introduction • Kids wear – Sporty and international look – Catered to wide age group : infants to teens – For girls – Gypsy ,Sporty , guns n roses line – For boys – skull and stud lines Page 16
  17. 17. Cont.• Mens Wear – Formals, casuals, ethnic ,sports wear, part wear – Latest styles• Household – Towels, bathroom sets etc – Well coordinated, allowed mix n match – New introductions each week Page 17
  18. 18. Cont.• Gift Section – Diyas , terracotta pots ,urns – Range of furniture• Utility – In wrought iron and rope : magazine racks , stools , etc Page 18
  19. 19. “ Fashion at affordable pricing ”• Focus on 2 parameters – style and affordability• Total advertising spend 8% of sales Page 19
  20. 20. Beyond Products• Employees are trained on various aspects like: – Product Knowledge. – Workplace Ethics. – Communication Skills – Courteousness. Page 20
  21. 21. RETAIL OUTLETSStrategy Westside decided to push its own brands to earn high margins as they had more control over the manufactures, quality and distribution. By selling the products under Westside brand, the company was able eliminate intermediaries and hence intermediaries commission was saved that leaded to higher profits.Problems Faced Expensive real estate: To save costs on real estate, Westside decided to get shop-space on lease. Difficult task to find spacious locations in Page 21
  22. 22. Contd.StocksEach store on average stored 30,000 SKU’s of different products.Merchandise sourced from 250 exporters from Delhi , Mumbai and Bangalore.Centralized buying for all products except cosmetics and perfumes to Page 22
  23. 23. Services and Store Atmosphere Pre-purchase services include accepting telephone & mail orders,advertising, window & interior display, fitting rooms, fashion shows. It provides post purchase service including shipping & delivery, giftwrapping, adjustments & returns, alteration & tailoring. It also provides ancillary services including general information ,check cashing, parking, restaurants, repairs, interior decorating,credit etc. Page 23
  24. 24. Customer Services and Privileges Well-designed interiors, Well-designed interiors, sprawling space, prime sprawling space, prime locations and coffee shops locations and coffee shops Policy is to satisfy customers Policy is to satisfy customers enhance the customers’ enhance the customers’ with the range, quality and with the range, quality and shopping experience. shopping experience. value of the products . . value of the productsIf Customer is dissatisfied with any item they purchased, Westsidewould take the necessary measures to assist them. Westside have complete Westside have complete confidence in the quality of their confidence in the quality of their In the event that customer do In the event that customer do merchandise however customers merchandise however customers not have the receipt , ,then they not have the receipt then they should have any grievances, they should have any grievances, they would offer them an exchange would offer them an exchange would be happy to address them would be happy to address them or provide them a gift voucher or provide them a gift voucher once they are brought to our once they are brought to our to the current or last known to the current or last known attention. attention. selling price. selling price.Customers can return unused merchandise along with its receipt within 30days; They would exchange the returned items or give a complete refund. Page 24
  25. 25. “Shopper found dead in local store; cause of death – boredom” Stanley Marcus, Chairman-Emeritus, Neiman MarcusNo other variable in the retailing mix influences the consumer’s initialperceptions of a bricks & mortar retailer as much as the store itself.The store is “where the action is” and includes such minor details as the placement of the merchandise. Page 25
  26. 26. Visual Merchandising• The artistic display of merchandise and theatrical props used as scene-setting decoration in the store Page 26
  27. 27. Store Front Design• Storefronts must: – Clearly identify the name and general nature of the store – Give some hint as to the merchandise inside – Includes all exterior signage – In many cases includes store windows – an advertising medium for the store – window displays should be changed often, be fun/exciting, and reflect merchandise offered inside Page 27
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  30. 30. Lighting• Important but often overlooked element in successful store design – Highlight merchandise – Capture a mood – Level of light can make a difference Page 30
  31. 31. Color• Can influence behavior – Warm colors increase blood pressure, respiratory rate and other physiological responses – attract customers and gain attention but can also be distracting – Cool colors are relaxing, peaceful, calm and pleasant – effective for retailers selling anxiety-causing products Page 31
  32. 32. Sound & Scent• Sound – Music viewed as valuable marketing tool – Often customized to customer demographics – Can use volume and tempo for crowd control• Scent – Smell has a large impact on our emotions – Victoria Secret, The Magic Kingdom, The Knot Shop – Can be administered through time release atomizers or via fragrance-soaked pellets placed on light fixtures Page 32
  33. 33. Promotion Strategy Page 33
  34. 34. PROMOTIONAL STRATEGIES• Two parameters: style and affordability• External communications through advertising• Great shopping experience• Based on theme like mix and match , live bands and other attractions• By giving scratch and win cards during festive season Page 34
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  37. 37. promotions and special offers through direct mailers. Page 37
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  39. 39. Problems faced by Westside-• Target customer base changed over time.• Not much shelf-space is given to the International brands.• Customer preferences are changing from in-house labels to international brands.• Lesser media promotions. Page 39
  40. 40. Competitors• Pantaloons• Ruchi’s Big life• Maxx• Shoppers Stop• Globus• Big Bazaar• LifeStyle Page 40
  41. 41. COMPETITIVE ANALYSISSTORES SHOPPPE LIFESTYL WESTSIDE GLOBUS RS STOP EPOSITIONING EXCELLENT TRENDY, STYLE & EXCELLENT SHOPPING YOUTHFUL & SHOPPING EXPERIENCE VIBRANT AFFORDABILIT EXPERIENCE BRAND YFORMAT MULTI- MULTI- EXCLUSIVE BRANDS ANDTYPE BRANDS BRANDS TATA TREND PRIVATE {BRANDS & GROUP ONLY LABELS PVT LABELS}PITCH Shopping Latest fashion Affordable LATEST experience Style FASHION AND STYLETarget Customer Affluent Affluent Middle Class Upper Class Customers Consumers Page 41
  42. 42. Thank You Page 42

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