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COMPETITOR ANALYSIS FOR AN UPCOMING MULTI-BRAND FASHION RETAIL STOREBY: SHIVANGI SRIVASTAVAB.F.TECH SEMESTER VIII
OBJECTIVE OF THE PROJECTAscertain the competitor’s positioning and value proposition in the market and in consumer perceptionUnderstand the assortment breadth/depth in terms of the major items, styles, colors, sizes and brands stockedDetermining the Price points of different Categories Determining the Promotion Mix used by the CompetitorsTo find out the human resource allocation plan with a view to understand remuneration and incentives
LIMITATIONS OF THE PROJECTTime constraint- The operational period of the project did not match with the promotional schemes and offers of the stores under study.The issues considered confidential by the store authorities were not revealed because of which we could not gain access to several data and information which we considered vital for the betterment of the project.The Project does not delve into financial aspects of retailing such as ROI, Inventory turns, Return per Square feet . It focuses clearly on marketing and merchandising elements only.
COMPETITOR ARRAYMethodologySTEP 1: Defining the industry - scope and nature of the industrySTEP 2: Determining the competitors STEP 3: Determining the key success factorspresent in the industrySTEP 4: Determining Customer preferences and expectations
STEP 1: DEFINING THE INDUSTRY Format Type: Multi- Brand Fashion Retail StoreMerchandise Mix: comprising of 30% private labels and 70% National and                                      International Brands. Retail Space: 30,000 sq.ft approx. (3 floors)Manpower: Back-end: 20 approx.    Front-end: 15/floor approxTargeted Customer Profile: Fashion conscious consumers in    				          SEC A and B.
STEP 2: DETERMINING THE COMPETITORS
STEP 2: DETERMINING THE COMPETITORS
STEP 3: DETERMINING THE KEY SUCCESS               FACTORSThe Competitor Analysis is being done with respect to the following key parameters or 5 P’s:POSITIONINGPRODUCTPRICEPROMOTIONPEOPLE
I. POSITIONING
Competitor Analysis
Competitor Analysis
PRESENT POSITIONING OF SHOPPERS STOPMr. Ajay Kelkar, Customer Care Associate and Senior Marketing Manager, Shoppers' Stop, “In our present campaign, we have shifted our positioning from focusing on retail space to the mind space of our consumers.“
COMPARISON OF VARIOUS PARAMETERSWESTSIDELIFESTYLESHOPPERS’ STOPFACADE
COMPARISON OF VARIOUS PARAMETERSOutside view of trial rooms
WESTSIDELIFESTYLESHOPPERS’ STOPLights on ceilings of the trial roomAC Vent outside the trial room & hooksAC Vent inside the trial roomCentralised AC Mirrors on just one side Mirrors on 2 sides- not aligned from edge to edge and lights in between the mirrorsMirrors on 3 sides- aligned from edge to edge and lights in between the mirrorsStool placed in the trial roomsDoor of the trial room with hooks Door of the trial room with hooks
COMPARISON OF VARIOUS PARAMETERSStaircase
WESTSIDESHOPPERS’ STOPLIFESTYLEHuge mirrors In all the segmentsNarrow width single mirror on each floorHuge mirrors at theaccessory segmentSofas and chairs present at every level near cash counters as well as between sectionsNo Seating Arrangement for customersChairs present near the cash countersOne-way EscalatorCapsule Lift One-way escalator and staircase
Centre Aisle
WESTSIDELIFESTYLESHOPPERS’ STOPAisle space between different sections
Ceilings with lightingsFlooring
Competitor Analysis
EXCEL SHEET
EXCEL SHEET
II. PRODUCT
GENERAL OBSERVATIONSIt is noted that in most of the categories the no. of style options available in Lifestyle is 20-25% lesser than that of Shoppers’ Stop; except Footwear Category- Lifestyle Shoe Mart collection far exceeds that of Shoppers’ Stop.In most of the Categories the no. of style options available in Westside is almost half of Lifestyle4-5 colors (approximately) are available for most of the styles like for T-shirts, Tops, kurtis, etc.ASSORTMENT PLAN
MEN’S WEAR OBSERVATIONSPrivate label in Shoppers’ Stop and Lifestyle does not exist for categories likeSuits and CoatsJacketsTrack pantsShortsDenim ShirtsEthnic Wear(Lifestyle had both but price point was not distinct)Innerwear like Vests, Underwear, Belts, etc.Style options available in Formal Trousers in Shoppers’ Stop, Lifestyle and Westside are almost equalValue Pack of 3 T-Shirts in a set in Different colors was being promoted in both Shoppers’ Stop and Lifestyle whereas it was not present in Westside.ASSORTMENT PLAN
MEN’S WEAR OBSERVATIONSInnerwear was mostly available in sets.More of singles counts are used for sport/casual wear shirts across all the brandsAfter cotton/ cotton mix (60%) Polynosic (21%) trousers were predominantly present in Shoppers’ Stop and Lifestyle.  Fast moving size :       40” and 42”  (shirt) both account 66%,        32” and 34” (Trouser) both account 62%.Least moving size:        46” and 44” (shirt) both account 9% only,       38” & 40” in trouser 4%.ASSORTMENT PLAN
WOMEN’S WEAR OBSERVATIONS  Presence of only Private Label in Lifestyle and Shoppers’ Stop in Categories:Formal SkirtsCasual Skirts  Presence of only National Brands in Shoppers’ Stop and Lifestyle in Categories:CargoesTrack-PantsShortsDenim Skirts  Category SKD in Lifestyle and Westside had almost similar style options.Ikat, khadi, Mangalgiri are popular among kurtis and SKDs.ASSORTMENT PLAN
WOMEN’S WEAR OBSERVATIONS  Style options available in Lifestyle and Shoppers’ Stop are almost Same in categories:Formal Shirts T-Shirts and TopsDenim SkirtsCargoesShortsDenimsBeltsSlips and Spaghettis  Style options available in Lifestyle is more than that of Shoppers’ stop for Categories:ScarfsKurtaASSORTMENT PLAN
KID’S WEAR OBSERVATIONSThere is a dominance of the blue and pink colors.Party wear frocks present were constructed by material poly-cotton, poly-viscose and other synthetic blends.Wider options are available for smaller sizes(smaller age group).ASSORTMENT PLAN
FOOTWEAR’S WEAR OBSERVATIONSLifestyle has got a very strong merchandise mix as compared to its competitors.HawaiChappals and Kolhapuri shoes are only present in Lifestyle.Lifestyle has got more than double collection of Women’s slippers than that of Shoppers’ Stop.Lifestyle has got more than the four times the collection of Women’s casual shoes than that of Shoppers’ Stop.Westside has very limited style options especially for Men’s Category.ASSORTMENT PLAN
III. PRICE
GENERAL OBSERVATIONSPrice-points of lifestyle and Shoppers’ Stop are almost head-on-head; except Men’s JacketWomen’s slippersWomen’s Sports ShoesThe price point of Westside is prominently low as it comprises only of Private Labels.ASSORTMENT PLAN
MEN’S WEAR OBSERVATIONSMaximum options were present in the price-point 1199 for both Shoppers Stop and Lifestyle in Formal Shirts while in Westside it was in price-point 699.Highest price-point for Suits and Jackets was present at Shoppers Stop at 16499.ASSORTMENT PLAN
WOMEN’S WEAR OBSERVATIONSNo distinct price-points for private label and National Brands in Shoppers  Stop as well as Lifestyle forFormal shirtsJacketsEthnic WearScarfIt was observed that there was a vast difference in price-points of private labels and that of National Brands in Shoppers Stop and Lifestyle forSuits and CoatsASSORTMENT PLAN
WOMEN’S WEAR OBSERVATIONSKurtas with Yolks (priced at 549) were present in Lifestyle and not in ShoppersStop and Westside.Kurtas with belt (priced at 399) were present in Westside and not in Shoppers Stop and LifestyleKurtas with pin tucks (priced at 599) were present in Westside and not in Shoppers Stop and Lifestyle.Empires waistlines (priced at 499) were present in ShoppersStop and not in Lifestyle and WestsideASSORTMENT PLAN
KID’S WEAR OBSERVATIONSMaximum options were present in the price-point 399 for both Shoppers Stop and Lifestyle in tops while in Westside it was in price-point 299.Maximum options were present in the price-point 699 for both Shoppers Stop and Lifestyle in bottoms while in Westside it was in price-point 299.Basic products of Lifestyle and Shoppers Stop start at higher price points than those of Westside.ASSORTMENT PLAN
FOOTWEAR’S WEAR OBSERVATIONSLifestyle has got  maximum option available at price point 799 for Women’s Slippers.Lifestyle has got maximum option available at price point 1399 for Women’s Casual Shoes.Gaps exist in Price point of Kid’s Footwear in Lifestyle – like Girl’s shoes are available for 1500 and 1000 and there is no price point  between themASSORTMENT PLAN
IV. PROMOTION
IV. PROMOTION: SHOPPERS STOPEND OF SEASON SALE
IV. PROMOTION: SHOPPERS STOPSALE PROMOTION-USE OF RED COLORSALE PROMOTION-USE OF GREEN COLORTEMPORARY GATE MADE DURING THE SALE PERIOD
MERCHANDISE STACKED AND DUMPED DURING THE SALE
EXTENSIVE USAGE OF SIGNAGES DURING SALE IN GREEN AND ORANGE COLOR TO HIGHLIGHT TH DISCOUNT
SIGNAGES USED TO HIGLIGHT ATTRACTIVE DEALS OFFERED ON NATIONAL BRANDS
HOARDINGS AT VARIOUS PLACES IN THE CITY TO PROMOTE THE END OF SEASON SALE
WELL-KNOWN BRANDS BEING PROMOTED THROUGH WINDOW DISPLAYWINDOW DISPLAY
WELL-KNOWN BRANDS BEING PROMOTED THROUGH WINDOW DISPLAYWINDOW DISPLAY
THEME- THINK GREENTHEME- REFRESH…THEME BASED PROMOTION
IV. PROMOTION: LIFESTYLEEND OF SEASON SALE depicted on a bright red background along with the sale period duration as well as maintaining its position of being a fashionable store..
WINDOW DISPLAY PROMOTION reflecting the youth spirit and their vibrant lifestyle
Premium Brands Being Promoted Through WINDOW DISPLAY
Brand Name Promotion Of Store On WINDOW DISPLAY
THEME BASED PROMOTION ON WINDOW DISPLAY
IV. PROMOTION: WESTSIDENewspaper Ad and in-store sales promotion with extensive use of red color to attract customer focusEND OF SEASON SALE
IV. PROMOTION: WESTSIDEPROMOTION DURING DIFFERENT SEASONS  ‘Stay stylish this monsoon with westside’ July, 2007‘Buy 2, get 1 free’ offer on kidswear! Back to College offer on Youth WearJungle Safari promotion offer on kids stuffFlirt with Florals this summer
Special promotion for stock completionPromotion by means of Vinyl posters and mannequinsSignages denoting various dept.IN-STORE PROMOTIONSPromotion of  Infant trolley with Soft ToyUse of Banners for promotion
EXCEL SHEET
V. PEOPLE
Competitor Analysis
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSEXCEL SHEET
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSEXCEL SHEET
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSEXCEL SHEET
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Positioning related)EXCEL SHEET
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSEXCEL SHEET
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise & Price related)LINK
STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSDEMOGRAPHIC DETAILS
SHOPPING EXPERIENCEVMCUSTOMER SERVICEVALUE FOR MONEYSTYLE OPTIONSNO. OF NATIONAL BRANDSSIGNAGESPARKING FACILITYS    A    T    I    S    F    A    C    T    O    R    YAMBIENCESALES PROMOTIONLOYALTY PROGRAMSADVERTISEMENTEXCHANGE PROVISIONBILLING FACILITYAISLE SPACEVMBILLING FACILITYAISLE SPACEPARKING FACILITYSHOPPING EXPERIENCELOYALTY PROGRAMSNO. OF NATIONAL BRANDSEXCHANGE PROVISIONVALUE FOR MONEYSTYLE OPTIONSCUSTOMER SERVICESIGNAGESAMBIENCEADVERTISEMENTSALES PROMOTIONU    N    S    A    T    I    S    F    A    C    T    O    R    Y
RECOMMENDATIONS- FOR POSITIONINGThe new retail store should be positioned in between Lifestyle and Shoppers Stop with emphasis on quality and fashion and latest trends that provides value for money to the customer giving them a wonderful shopping experience.The upcoming store should have a suitable loyalty program.The tagline of the store should be clear and simple so that the customer can easily relate it to the fashion retail store Advertisement via television should be used apart from other means like hoarding, newspaper, pamphlets to create awareness and publicityBrand endorsement should be done by using celebrities  to arouse the interest of the target customer and to position  it on the fashion plankThe outlet should emphasize on brand building as people buy product not as a brand but as a store product
RECOMMENDATIONS- FOR POSITIONINGVisual Merchandising – Mannequins should be located properly and used wisely to provide for an effective visual merchandising. There should be no visible price tags on them.Planogram should have a logical flow to add to the customers’ convenienceSame color story should be used both for nesting table as well as for wall displayThe nesting table should carry latest in fashion and merchandise should be styled and not stacked on itThe merchandise should be stacked low or else it creates an effect of a hypermarketArrangement on Nesting Table
RECOMMENDATIONS- FOR POSITIONINGThere should be a minimum of 6 feet aisle space between different segments to facilitate movementComfortable seating arrangement should be providedThere should be atleast 5 trial rooms in each segment which should be spacious having mirrors on 3 sides, hooks provided on the door, sufficient lighting and stool.Prominent signages should be placed in each of the sections indicating the  sizes, styles, section name, etc to avoid any sort of ambiguityIt should also provide for services like alterations and exchange provisions to strengthen customer servicesAdequate lighting facility at window display should be there to enhance its affect.Private labels should be advertised to create awareness among the target customersThe store should provide for a good ambience by use of appropriate lighting fixtures, walls and ceiling design, flooring etc
RECOMMENDATIONS- FOR PRODUCTMerchandise mix should comprise of national and international brands (70%) and private labels (30%) for the upcoming fashion retail formatFast moving sizes should be determined and provisions should be made for stock replenishment New offerings should be clubbed and displayed in reasonably size and placeEach option in all brands should be reviewed after initial response from customersThere should be sufficient style options across all segments and categoriesQuality should be maintained and the merchandise provided should also be durable apart from being stylish and trendy
RECOMMENDATIONS- FOR PRICEPrice gaps should be minimized as much as possible to offer the customer options at each price pointMerchandise should cover a wide  range in terms of price  points so that it caters to different customer segments having different disposable incomeThe merchandise mix should be priced at intervals of hundred rupees.
RECOMMENDATIONS- FOR PROMOTIONPromotion mix should include print media, hoardings and advertisement on air (TV, radio) and internetSince in different parts of India different festivals are important, the store should promote its merchandise according its demography to encash on the festive mood of the customersEven during the end of season sale, the merchandise should not be dumped as it gives a very uncouth look and is not appealing to the customer and may go against the store image and positioning
RECOMMENDATIONS- FOR PEOPLEThe CSAs should be regularly given product training so that they can clear the minor queries of the customer regarding fabric quality, composition etcThe CSAs should be provided sales training to understand the customer temperament and convince them to buy There should be incentive schemes given to CSAs which should include a share of the sale done by them
Senior Concept Manager (1)Concept Manager (1)Merchandise Controller (1)Assistant Concept Manager (1)Asst Merchandise Controller(2: Men + Ladies)Supervisor (2)Ladies Western WearSupervisor (1)Mens Formals, Casuals & AccessoriesSupervisor (1)Denim WearSupervisor (1)Ladies Ethnic & LingerieSenior CSAs (2)Mens Formal & AccessoriesMens Casual Senior CSAs (2)Senior CSAs (2)Senior CSAs (2)1. Ladies Ethnic2. Lingerie CSAs (including juniors) -35SUGGESTED HIERARCHY FOR THE FASHION RETAIL STORE
THANK YOU
Competitor Analysis

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Competitor Analysis

  • 1. COMPETITOR ANALYSIS FOR AN UPCOMING MULTI-BRAND FASHION RETAIL STOREBY: SHIVANGI SRIVASTAVAB.F.TECH SEMESTER VIII
  • 2. OBJECTIVE OF THE PROJECTAscertain the competitor’s positioning and value proposition in the market and in consumer perceptionUnderstand the assortment breadth/depth in terms of the major items, styles, colors, sizes and brands stockedDetermining the Price points of different Categories Determining the Promotion Mix used by the CompetitorsTo find out the human resource allocation plan with a view to understand remuneration and incentives
  • 3. LIMITATIONS OF THE PROJECTTime constraint- The operational period of the project did not match with the promotional schemes and offers of the stores under study.The issues considered confidential by the store authorities were not revealed because of which we could not gain access to several data and information which we considered vital for the betterment of the project.The Project does not delve into financial aspects of retailing such as ROI, Inventory turns, Return per Square feet . It focuses clearly on marketing and merchandising elements only.
  • 4. COMPETITOR ARRAYMethodologySTEP 1: Defining the industry - scope and nature of the industrySTEP 2: Determining the competitors STEP 3: Determining the key success factorspresent in the industrySTEP 4: Determining Customer preferences and expectations
  • 5. STEP 1: DEFINING THE INDUSTRY Format Type: Multi- Brand Fashion Retail StoreMerchandise Mix: comprising of 30% private labels and 70% National and International Brands. Retail Space: 30,000 sq.ft approx. (3 floors)Manpower: Back-end: 20 approx. Front-end: 15/floor approxTargeted Customer Profile: Fashion conscious consumers in SEC A and B.
  • 6. STEP 2: DETERMINING THE COMPETITORS
  • 7. STEP 2: DETERMINING THE COMPETITORS
  • 8. STEP 3: DETERMINING THE KEY SUCCESS FACTORSThe Competitor Analysis is being done with respect to the following key parameters or 5 P’s:POSITIONINGPRODUCTPRICEPROMOTIONPEOPLE
  • 12. PRESENT POSITIONING OF SHOPPERS STOPMr. Ajay Kelkar, Customer Care Associate and Senior Marketing Manager, Shoppers' Stop, “In our present campaign, we have shifted our positioning from focusing on retail space to the mind space of our consumers.“
  • 13. COMPARISON OF VARIOUS PARAMETERSWESTSIDELIFESTYLESHOPPERS’ STOPFACADE
  • 14. COMPARISON OF VARIOUS PARAMETERSOutside view of trial rooms
  • 15. WESTSIDELIFESTYLESHOPPERS’ STOPLights on ceilings of the trial roomAC Vent outside the trial room & hooksAC Vent inside the trial roomCentralised AC Mirrors on just one side Mirrors on 2 sides- not aligned from edge to edge and lights in between the mirrorsMirrors on 3 sides- aligned from edge to edge and lights in between the mirrorsStool placed in the trial roomsDoor of the trial room with hooks Door of the trial room with hooks
  • 16. COMPARISON OF VARIOUS PARAMETERSStaircase
  • 17. WESTSIDESHOPPERS’ STOPLIFESTYLEHuge mirrors In all the segmentsNarrow width single mirror on each floorHuge mirrors at theaccessory segmentSofas and chairs present at every level near cash counters as well as between sectionsNo Seating Arrangement for customersChairs present near the cash countersOne-way EscalatorCapsule Lift One-way escalator and staircase
  • 19. WESTSIDELIFESTYLESHOPPERS’ STOPAisle space between different sections
  • 25. GENERAL OBSERVATIONSIt is noted that in most of the categories the no. of style options available in Lifestyle is 20-25% lesser than that of Shoppers’ Stop; except Footwear Category- Lifestyle Shoe Mart collection far exceeds that of Shoppers’ Stop.In most of the Categories the no. of style options available in Westside is almost half of Lifestyle4-5 colors (approximately) are available for most of the styles like for T-shirts, Tops, kurtis, etc.ASSORTMENT PLAN
  • 26. MEN’S WEAR OBSERVATIONSPrivate label in Shoppers’ Stop and Lifestyle does not exist for categories likeSuits and CoatsJacketsTrack pantsShortsDenim ShirtsEthnic Wear(Lifestyle had both but price point was not distinct)Innerwear like Vests, Underwear, Belts, etc.Style options available in Formal Trousers in Shoppers’ Stop, Lifestyle and Westside are almost equalValue Pack of 3 T-Shirts in a set in Different colors was being promoted in both Shoppers’ Stop and Lifestyle whereas it was not present in Westside.ASSORTMENT PLAN
  • 27. MEN’S WEAR OBSERVATIONSInnerwear was mostly available in sets.More of singles counts are used for sport/casual wear shirts across all the brandsAfter cotton/ cotton mix (60%) Polynosic (21%) trousers were predominantly present in Shoppers’ Stop and Lifestyle. Fast moving size : 40” and 42” (shirt) both account 66%, 32” and 34” (Trouser) both account 62%.Least moving size: 46” and 44” (shirt) both account 9% only, 38” & 40” in trouser 4%.ASSORTMENT PLAN
  • 28. WOMEN’S WEAR OBSERVATIONS Presence of only Private Label in Lifestyle and Shoppers’ Stop in Categories:Formal SkirtsCasual Skirts Presence of only National Brands in Shoppers’ Stop and Lifestyle in Categories:CargoesTrack-PantsShortsDenim Skirts Category SKD in Lifestyle and Westside had almost similar style options.Ikat, khadi, Mangalgiri are popular among kurtis and SKDs.ASSORTMENT PLAN
  • 29. WOMEN’S WEAR OBSERVATIONS Style options available in Lifestyle and Shoppers’ Stop are almost Same in categories:Formal Shirts T-Shirts and TopsDenim SkirtsCargoesShortsDenimsBeltsSlips and Spaghettis Style options available in Lifestyle is more than that of Shoppers’ stop for Categories:ScarfsKurtaASSORTMENT PLAN
  • 30. KID’S WEAR OBSERVATIONSThere is a dominance of the blue and pink colors.Party wear frocks present were constructed by material poly-cotton, poly-viscose and other synthetic blends.Wider options are available for smaller sizes(smaller age group).ASSORTMENT PLAN
  • 31. FOOTWEAR’S WEAR OBSERVATIONSLifestyle has got a very strong merchandise mix as compared to its competitors.HawaiChappals and Kolhapuri shoes are only present in Lifestyle.Lifestyle has got more than double collection of Women’s slippers than that of Shoppers’ Stop.Lifestyle has got more than the four times the collection of Women’s casual shoes than that of Shoppers’ Stop.Westside has very limited style options especially for Men’s Category.ASSORTMENT PLAN
  • 33. GENERAL OBSERVATIONSPrice-points of lifestyle and Shoppers’ Stop are almost head-on-head; except Men’s JacketWomen’s slippersWomen’s Sports ShoesThe price point of Westside is prominently low as it comprises only of Private Labels.ASSORTMENT PLAN
  • 34. MEN’S WEAR OBSERVATIONSMaximum options were present in the price-point 1199 for both Shoppers Stop and Lifestyle in Formal Shirts while in Westside it was in price-point 699.Highest price-point for Suits and Jackets was present at Shoppers Stop at 16499.ASSORTMENT PLAN
  • 35. WOMEN’S WEAR OBSERVATIONSNo distinct price-points for private label and National Brands in Shoppers Stop as well as Lifestyle forFormal shirtsJacketsEthnic WearScarfIt was observed that there was a vast difference in price-points of private labels and that of National Brands in Shoppers Stop and Lifestyle forSuits and CoatsASSORTMENT PLAN
  • 36. WOMEN’S WEAR OBSERVATIONSKurtas with Yolks (priced at 549) were present in Lifestyle and not in ShoppersStop and Westside.Kurtas with belt (priced at 399) were present in Westside and not in Shoppers Stop and LifestyleKurtas with pin tucks (priced at 599) were present in Westside and not in Shoppers Stop and Lifestyle.Empires waistlines (priced at 499) were present in ShoppersStop and not in Lifestyle and WestsideASSORTMENT PLAN
  • 37. KID’S WEAR OBSERVATIONSMaximum options were present in the price-point 399 for both Shoppers Stop and Lifestyle in tops while in Westside it was in price-point 299.Maximum options were present in the price-point 699 for both Shoppers Stop and Lifestyle in bottoms while in Westside it was in price-point 299.Basic products of Lifestyle and Shoppers Stop start at higher price points than those of Westside.ASSORTMENT PLAN
  • 38. FOOTWEAR’S WEAR OBSERVATIONSLifestyle has got maximum option available at price point 799 for Women’s Slippers.Lifestyle has got maximum option available at price point 1399 for Women’s Casual Shoes.Gaps exist in Price point of Kid’s Footwear in Lifestyle – like Girl’s shoes are available for 1500 and 1000 and there is no price point between themASSORTMENT PLAN
  • 40. IV. PROMOTION: SHOPPERS STOPEND OF SEASON SALE
  • 41. IV. PROMOTION: SHOPPERS STOPSALE PROMOTION-USE OF RED COLORSALE PROMOTION-USE OF GREEN COLORTEMPORARY GATE MADE DURING THE SALE PERIOD
  • 42. MERCHANDISE STACKED AND DUMPED DURING THE SALE
  • 43. EXTENSIVE USAGE OF SIGNAGES DURING SALE IN GREEN AND ORANGE COLOR TO HIGHLIGHT TH DISCOUNT
  • 44. SIGNAGES USED TO HIGLIGHT ATTRACTIVE DEALS OFFERED ON NATIONAL BRANDS
  • 45. HOARDINGS AT VARIOUS PLACES IN THE CITY TO PROMOTE THE END OF SEASON SALE
  • 46. WELL-KNOWN BRANDS BEING PROMOTED THROUGH WINDOW DISPLAYWINDOW DISPLAY
  • 47. WELL-KNOWN BRANDS BEING PROMOTED THROUGH WINDOW DISPLAYWINDOW DISPLAY
  • 48. THEME- THINK GREENTHEME- REFRESH…THEME BASED PROMOTION
  • 49. IV. PROMOTION: LIFESTYLEEND OF SEASON SALE depicted on a bright red background along with the sale period duration as well as maintaining its position of being a fashionable store..
  • 50. WINDOW DISPLAY PROMOTION reflecting the youth spirit and their vibrant lifestyle
  • 51. Premium Brands Being Promoted Through WINDOW DISPLAY
  • 52. Brand Name Promotion Of Store On WINDOW DISPLAY
  • 53. THEME BASED PROMOTION ON WINDOW DISPLAY
  • 54. IV. PROMOTION: WESTSIDENewspaper Ad and in-store sales promotion with extensive use of red color to attract customer focusEND OF SEASON SALE
  • 55. IV. PROMOTION: WESTSIDEPROMOTION DURING DIFFERENT SEASONS ‘Stay stylish this monsoon with westside’ July, 2007‘Buy 2, get 1 free’ offer on kidswear! Back to College offer on Youth WearJungle Safari promotion offer on kids stuffFlirt with Florals this summer
  • 56. Special promotion for stock completionPromotion by means of Vinyl posters and mannequinsSignages denoting various dept.IN-STORE PROMOTIONSPromotion of Infant trolley with Soft ToyUse of Banners for promotion
  • 60. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSEXCEL SHEET
  • 61. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSEXCEL SHEET
  • 62. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSEXCEL SHEET
  • 63. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Positioning related)EXCEL SHEET
  • 64. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSEXCEL SHEET
  • 65. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
  • 66. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
  • 67. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
  • 68. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
  • 69. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
  • 70. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
  • 71. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
  • 72. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise related)LINK
  • 73. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSQUESTIONNAIRE ANALYSIS (Merchandise & Price related)LINK
  • 74. STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONSDEMOGRAPHIC DETAILS
  • 75. SHOPPING EXPERIENCEVMCUSTOMER SERVICEVALUE FOR MONEYSTYLE OPTIONSNO. OF NATIONAL BRANDSSIGNAGESPARKING FACILITYS A T I S F A C T O R YAMBIENCESALES PROMOTIONLOYALTY PROGRAMSADVERTISEMENTEXCHANGE PROVISIONBILLING FACILITYAISLE SPACEVMBILLING FACILITYAISLE SPACEPARKING FACILITYSHOPPING EXPERIENCELOYALTY PROGRAMSNO. OF NATIONAL BRANDSEXCHANGE PROVISIONVALUE FOR MONEYSTYLE OPTIONSCUSTOMER SERVICESIGNAGESAMBIENCEADVERTISEMENTSALES PROMOTIONU N S A T I S F A C T O R Y
  • 76. RECOMMENDATIONS- FOR POSITIONINGThe new retail store should be positioned in between Lifestyle and Shoppers Stop with emphasis on quality and fashion and latest trends that provides value for money to the customer giving them a wonderful shopping experience.The upcoming store should have a suitable loyalty program.The tagline of the store should be clear and simple so that the customer can easily relate it to the fashion retail store Advertisement via television should be used apart from other means like hoarding, newspaper, pamphlets to create awareness and publicityBrand endorsement should be done by using celebrities to arouse the interest of the target customer and to position it on the fashion plankThe outlet should emphasize on brand building as people buy product not as a brand but as a store product
  • 77. RECOMMENDATIONS- FOR POSITIONINGVisual Merchandising – Mannequins should be located properly and used wisely to provide for an effective visual merchandising. There should be no visible price tags on them.Planogram should have a logical flow to add to the customers’ convenienceSame color story should be used both for nesting table as well as for wall displayThe nesting table should carry latest in fashion and merchandise should be styled and not stacked on itThe merchandise should be stacked low or else it creates an effect of a hypermarketArrangement on Nesting Table
  • 78. RECOMMENDATIONS- FOR POSITIONINGThere should be a minimum of 6 feet aisle space between different segments to facilitate movementComfortable seating arrangement should be providedThere should be atleast 5 trial rooms in each segment which should be spacious having mirrors on 3 sides, hooks provided on the door, sufficient lighting and stool.Prominent signages should be placed in each of the sections indicating the sizes, styles, section name, etc to avoid any sort of ambiguityIt should also provide for services like alterations and exchange provisions to strengthen customer servicesAdequate lighting facility at window display should be there to enhance its affect.Private labels should be advertised to create awareness among the target customersThe store should provide for a good ambience by use of appropriate lighting fixtures, walls and ceiling design, flooring etc
  • 79. RECOMMENDATIONS- FOR PRODUCTMerchandise mix should comprise of national and international brands (70%) and private labels (30%) for the upcoming fashion retail formatFast moving sizes should be determined and provisions should be made for stock replenishment New offerings should be clubbed and displayed in reasonably size and placeEach option in all brands should be reviewed after initial response from customersThere should be sufficient style options across all segments and categoriesQuality should be maintained and the merchandise provided should also be durable apart from being stylish and trendy
  • 80. RECOMMENDATIONS- FOR PRICEPrice gaps should be minimized as much as possible to offer the customer options at each price pointMerchandise should cover a wide range in terms of price points so that it caters to different customer segments having different disposable incomeThe merchandise mix should be priced at intervals of hundred rupees.
  • 81. RECOMMENDATIONS- FOR PROMOTIONPromotion mix should include print media, hoardings and advertisement on air (TV, radio) and internetSince in different parts of India different festivals are important, the store should promote its merchandise according its demography to encash on the festive mood of the customersEven during the end of season sale, the merchandise should not be dumped as it gives a very uncouth look and is not appealing to the customer and may go against the store image and positioning
  • 82. RECOMMENDATIONS- FOR PEOPLEThe CSAs should be regularly given product training so that they can clear the minor queries of the customer regarding fabric quality, composition etcThe CSAs should be provided sales training to understand the customer temperament and convince them to buy There should be incentive schemes given to CSAs which should include a share of the sale done by them
  • 83. Senior Concept Manager (1)Concept Manager (1)Merchandise Controller (1)Assistant Concept Manager (1)Asst Merchandise Controller(2: Men + Ladies)Supervisor (2)Ladies Western WearSupervisor (1)Mens Formals, Casuals & AccessoriesSupervisor (1)Denim WearSupervisor (1)Ladies Ethnic & LingerieSenior CSAs (2)Mens Formal & AccessoriesMens Casual Senior CSAs (2)Senior CSAs (2)Senior CSAs (2)1. Ladies Ethnic2. Lingerie CSAs (including juniors) -35SUGGESTED HIERARCHY FOR THE FASHION RETAIL STORE