Competitor Analysis

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OBJECTIVE OF THE PROJECT<br />Ascertain the competitor’s positioning and value proposition in the market and in consumer p...

LIMITATIONS OF THE PROJECT<br />Time constraint- The operational period of the project did not match with the promotional ...

COMPETITOR ARRAY<br />Methodology<br />STEP 1: Defining the industry - scope and nature of the industry<br />STEP 2: Deter...

STEP 2: DETERMINING THE COMPETITORS <br />

STEP 2: DETERMINING THE COMPETITORS <br />

STEP 3: DETERMINING THE KEY SUCCESS <br /> FACTORS<br />The Competitor Analysis is being done with respect to...

I. POSITIONING<br />

PRESENT POSITIONING OF SHOPPERS STOP<br />Mr. Ajay Kelkar, Customer Care Associate and Senior Marketing Manager, Shoppers&...

COMPARISON OF VARIOUS PARAMETERS<br />WESTSIDE<br />LIFESTYLE<br />SHOPPERS’ STOP<br />FACADE<br />

COMPARISON OF VARIOUS PARAMETERS<br />Outside view of trial rooms<br />

WESTSIDE<br />LIFESTYLE<br />SHOPPERS’ STOP<br />Lights on ceilings of the trial room<br />AC Vent outside the trial room ...

COMPARISON OF VARIOUS PARAMETERS<br />Staircase<br />

WESTSIDE<br />SHOPPERS’ STOP<br />LIFESTYLE<br />Huge mirrors In all the segments<br />Narrow width single mirror on each ...

Centre Aisle<br />

WESTSIDE<br />LIFESTYLE<br />SHOPPERS’ STOP<br />Aisle space between different sections<br />

Ceilings with lightings<br />Flooring <br />

EXCEL SHEET<br />

EXCEL SHEET<br />

II. PRODUCT<br />

GENERAL OBSERVATIONS<br />It is noted that in most of the categories the no. of style options available in Lifestyle is 20...

MEN’S WEAR OBSERVATIONS<br />Private label in Shoppers’ Stop and Lifestyle does not exist for categories like<br />Suits a...

MEN’S WEAR OBSERVATIONS<br />Innerwear was mostly available in sets.<br />More of singles counts are used for sport/casual...

WOMEN’S WEAR OBSERVATIONS<br /> Presence of only Private Label in Lifestyle and Shoppers’ Stop in Categories:<br />Formal...

WOMEN’S WEAR OBSERVATIONS<br /> Style options available in Lifestyle and Shoppers’ Stop are almost Same in categories:<br...

KID’S WEAR OBSERVATIONS<br />There is a dominance of the blue and pink colors.<br />Party wear frocks present were constru...

FOOTWEAR’S WEAR OBSERVATIONS<br />Lifestyle has got a very strong merchandise mix as compared to its competitors.<br />Haw...

III. PRICE<br />

GENERAL OBSERVATIONS<br />Price-points of lifestyle and Shoppers’ Stop are almost head-on-head; except <br />Men’s Jacket<...

MEN’S WEAR OBSERVATIONS<br />Maximum options were present in the price-point 1199 for both Shoppers Stop and Lifestyle in ...

WOMEN’S WEAR OBSERVATIONS<br />No distinct price-points for private label and National Brands in Shoppers Stop as well as...

WOMEN’S WEAR OBSERVATIONS<br />Kurtas with Yolks (priced at 549) were present in Lifestyle and not in ShoppersStop and Wes...

KID’S WEAR OBSERVATIONS<br />Maximum options were present in the price-point 399 for both Shoppers Stop and Lifestyle in t...

FOOTWEAR’S WEAR OBSERVATIONS<br />Lifestyle has got maximum option available at price point 799 for Women’s Slippers.<br ...

IV. PROMOTION<br />

IV. PROMOTION: SHOPPERS STOP<br />END OF SEASON SALE<br />

IV. PROMOTION: SHOPPERS STOP<br />SALE PROMOTION-USE OF RED COLOR<br />SALE PROMOTION-USE OF GREEN COLOR<br />TEMPORARY GA...

MERCHANDISE STACKED AND DUMPED DURING THE SALE <br />

EXTENSIVE USAGE OF SIGNAGES DURING SALE IN GREEN AND ORANGE COLOR TO HIGHLIGHT TH DISCOUNT<br />

SIGNAGES USED TO HIGLIGHT ATTRACTIVE DEALS OFFERED ON NATIONAL BRANDS<br />

HOARDINGS AT VARIOUS PLACES IN THE CITY TO PROMOTE<br /> THE END OF SEASON SALE<br />

WELL-KNOWN BRANDS BEING PROMOTED THROUGH WINDOW DISPLAY<br />WINDOW DISPLAY<br />

WELL-KNOWN BRANDS BEING PROMOTED THROUGH WINDOW DISPLAY<br />WINDOW DISPLAY<br />

THEME- THINK GREEN<br />THEME- REFRESH…<br />THEME BASED PROMOTION<br />

IV. PROMOTION: LIFESTYLE<br />END OF SEASON SALE depicted on a bright red background along with the sale period duration a...

WINDOW DISPLAY PROMOTION reflecting the youth spirit and<br /> their vibrant lifestyle<br />

Premium Brands Being Promoted Through WINDOW DISPLAY<br />

THEME BASED PROMOTION ON WINDOW DISPLAY<br />

IV. PROMOTION: WESTSIDE<br />Newspaper Ad and in-store sales promotion with extensive use of red color to attract customer...

IV. PROMOTION: WESTSIDE<br />PROMOTION DURING DIFFERENT SEASONS <br /> ‘Stay stylish this monsoon with westside’ July, 200...

Special promotion for stock completion<br />Promotion by means of Vinyl posters and mannequins<br />Signages denoting vari...

EXCEL SHEET<br />

V. PEOPLE<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />EXCEL SHEET<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />EXCEL SHEET<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />EXCEL SHEET<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />QUESTIONNAIRE ANALYSIS (Positioning related)<br />EXCEL SHEET...

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />EXCEL SHEET<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />QUESTIONNAIRE ANALYSIS (Merchandise related)<br />LINK<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />QUESTIONNAIRE ANALYSIS (Merchandise related)<br />LINK<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />QUESTIONNAIRE ANALYSIS (Merchandise related)<br />LINK<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />QUESTIONNAIRE ANALYSIS (Merchandise related)<br />LINK<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />QUESTIONNAIRE ANALYSIS (Merchandise related)<br />LINK<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />QUESTIONNAIRE ANALYSIS (Merchandise related)<br />LINK<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />QUESTIONNAIRE ANALYSIS (Merchandise related)<br />LINK<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />QUESTIONNAIRE ANALYSIS (Merchandise related)<br />LINK<br />

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />QUESTIONNAIRE ANALYSIS (Merchandise & Price related)<br />LIN...

STEP 4: DETERMINING CUSTOMER PREFERENCES & EXPECTATIONS<br />DEMOGRAPHIC DETAILS<br />

SHOPPING EXPERIENCE<br />VM<br />CUSTOMER SERVICE<br />VALUE FOR MONEY<br />STYLE OPTIONS<br />NO. OF NATIONAL BRANDS<br /...

RECOMMENDATIONS- FOR POSITIONING<br />The new retail store should be positioned in between Lifestyle and Shoppers Stop wit...

RECOMMENDATIONS- FOR POSITIONING<br /><ul><li>Visual Merchandising – </li></ul>Mannequins should be located properly and u...

RECOMMENDATIONS- FOR POSITIONING<br />There should be a minimum of 6 feet aisle space between different segments to facili...

RECOMMENDATIONS- FOR PRODUCT<br />Merchandise mix should comprise of national and international brands (70%) and private l...

RECOMMENDATIONS- FOR PRICE<br />Price gaps should be minimized as much as possible to offer the customer options at each p...

RECOMMENDATIONS- FOR PROMOTION<br />Promotion mix should include print media, hoardings and advertisement on air (TV, radi...

RECOMMENDATIONS- FOR PEOPLE<br />The CSAs should be regularly given product training so that they can clear the minor quer...

Senior Concept Manager (1)<br />Concept Manager (1)<br />Merchandise Controller (1)<br />Assistant Concept Manager (1)<br ...

THANK YOU<br />

Competitor Analysis

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