Introduction

Global fashion brand under Benetton group based in Italy. Europes largest clothing manufacturer. The world biggest consumer of wool in the garment sector. Present in 120 countries & network of around 6,000 contemporary stores around the world.

History
Benetton Group was formed in 1965 by the Benetton family in Italy by Luciano Benetton. In 1966, the Benettons opened their first store in Belluno. In June 1986, shareholders affiliated with the family. Today the group is also listed on the stock exchanges of Milan and New York.

Location
Location is typically prime consideration in customers store choice. Location decisions have strategic importance because they can help to develop sustainable competitive advantage. Location decisions involve risk.

Selecting a particular location type:

Involves evaluating a series of trade-offs between The size of the trade area (geographic area encompassing most of the customers who would patronize a specific retail site) the occupancy cost of the location The pedestrian and vehicle customer traffic The convenience of the location for customers

The store is spread across an area of over 500 square meters and is located at 132-B Road, Sardarpura, Jodhpur. Type of location: City or Town Locations Main Street Type of format: Exclusive Brand Outlet Urban Locations are appropriate for EBOs.

The selection of a location type must reinforce the retailers strategy being consistent with: the shopping behavior: keeping in mind the target audience size of the target market: entire jodhpur in order to maximize footfalls The retailers position in its target market: analyzing competition and delivering accordingly

Factors affecting the location choice:

Consumer Shopping Situations Convenience shopping Comparison shopping Specialty shopping Density of Target Market Ex. Convenience stores in CBD; comparison shopping stores next to Wal-Mart Uniqueness of Retailing Offering Convenience of locations is less important Benetton falls under the category of comparison shopping and its immediate competitor being Levis.

Customers have a good idea of what type of product they want, but dont have a strong preference for brand, model or retailer. Competing retailers locate near one another.

Site Evaluation
The characteristic of the site: located in the heart of the city as the shopping street of Jodhpur. The characteristic of the trading area: high income generating group and fashion conscious youth. The estimated potential sales that can be generated: Benetton achieves their sales target.

Traffic Flow and Accessibility

Accessibility is not very good due to its slight deviation from the main street. The store location is deviated from the main road which leads to decreased amount of unwanted traffic. Enough room for parking. Destination shoppers ignore the road traffic problems.

Retail Mix

Product

People

Price

Process

Retail Mix
Presentation Promotion

Place

Target Customers
Demographic
Age Gender Income : 17-30 years : Male and Female : Seekers ,Strivers and Global Indians

Psychographic
Social Class : Upper Middle Class and High Class Lifestyle : Seekers and Strivers

Product
Product Mix Width

Category Day Wear Length Evening Wear Footwear Accessories

Mens Wear Casual Wear Formal Wear Footwear Accessories

Kids Wear Casual Wear Dress Wear Footwear Accessories

Price
Pricing policy depends on: Customer profile : analyzing the target audience Range of products : product assortment available Uniqueness: positioning of the product as a unique product Key elements for pricing are Costs Profitability Value for money Competitiveness Incentives Quality Status

Promotion
Twice a year as end season sale during January and August. Privileged customers gets 30% discount on first two days. After a week or so, UCB offers 40 % discount. And in last 2 days of the sale, UCB offers flat 50% discount to clear out its stock. They keep a record of their customers and inform them about discounts and coupons through sms and e- mails. Maintenance of a customer feedback diary. They advertise through print advertisements in newspapers during the sales period. Apart from season discounts they dont have any sales promotion strategies. No coupons and vouchers.

Presentation
Store Layout Ambience Visual Merchandising

Benetton layout has:

Free-form Layout

Has two floors Three categories: Women Section( g-floor) Kids Section (g-floor) Men Section (1st floor)

Ambience Lightning
Fluorescent lights Product focus lights. Music Hip-hop Flooring Both wooden and tile flooring Wall Motifs The basic theme of the wall is brown-white-brown. Visual Merchandising Strategic placement of the merchandise using various fixtures and fittings. Color coordination or contrast in the merchandise displayed.

Process (Customer Service)

Order processing Database Management Service Delivery Queuing System Standardization Credit Policy

People
Staff Capability Efficiency Availability Effectiveness Customer Interaction

STORE OPERATIONS

Managing the Store Customer Service

Managing the Store

Customer Service

Layout , Design & Visual Merchandising

Customer Relationship Management

CRM(Customer Relationship Management) is undertaken by the store manager with his entire team of store employees. Aims at generating maximum CRM by effective utilization of resources. Visual Merchandising and effective customer service facilitates CRM.

Organizational Structure
1. Store Manager :
Manages store employees. Controlling costs. Manages merchandise. Provides customer service.

2. Sales executive :
Influence and persuade the customers to buy the merchandise. Handling merchandise in the desired way. Proper display of merchandise is maintained.

3.Cashier:
Maintains records of cash inflows and outflows. Maintains a sales record of the inventory sold. Billing and Payments.