1952

Tata entry into cosmetics through Lakme ltd Lakme entered into joint venture with Hindustan lever

1996

1997

Tata sold there stake to Hll for 2 billion

1998

Tatas ventured into retailing and acquired the Britain-based Littlewoods retail store in Bangalore Westside expanded its operations to Chennai , Mumbai and Hyderabad

1999

2000

Diwali season Westside launched a festival of delights program (scratch and win)

2001

It had a second store in Mumbai, Pune, Kolkata and Delhi. It had average sales of above Rs.5000 per sq.fee

2002

Store in Nagpur and second store in Delhi and signed Yuvraj Singh as his celebrity endorser

The company decided to increase the retailing space to 0.3 million sq feet from 0.12 million sq. feet in 2001 westside conducted market research on retailing trends in the domestic market Indian retailers stocked both store owned brands and other brands in ratio of 30:70 Major international retailers stocked established brands westside decided to push its own brand They gave high priority to marketing in order to increase brand awareness Westside total advertisement spending was 8% of its sales Regular brand building through advertisement and also through house promotion during various seasons Organized retailers are more expansive than unorganized ones

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

ADVANTAGES
High margins Freedom in pricing strategies Control on quality Control on scrap and wastage Helps in market expansion Adding value to the customer in giving low price Very few players are into manufacturing

DISADVANTAGES
just another brand Underestimate competitors Customer giving preference to established brands Private labels cannot be successful without good effective strategies Cost is high because production is low High advertising to promote the brand Potential risk- Failure of product

Market Research

Customer Feedback

Retail Layout

Advertising & Promotion

Product Positioning

Conducted marketing research before entering in new city. Collected information on population, buying patterns, demand potential, lifestyles etc. After conducting research it was observed that ratio of both store own brands and other brands was 30:70. It was also observed that Indian retailers suffered on account of poor economics and investment in brand building as compared to the international retailers. Westside took support from various Tata companies like Taj Group , Titan, Voltas, Tata AIG Tata Engineering to gather the details about the consumers.

Free from layout/boutique layout fixtures and aisles arranged as symmetrically Merchandise displayed at 2 levels on same floor Merchandise in separate clusters e.g.. Women's wear and accessories clubbed together for convenience 7 divisions Apparel- mens wear ,women's wear, lingerie, kids wear Product- household gifts, other accessories

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.

Westsides apparel section contributed 79% of its total sales when compared to Shoppers Stops 73% and Pantaloons 91% in February 2002

Westside merchandise - Indias best known fashion designers Wendell Rdericks Anita Dongre Krishna Mehta Monisha Bajaj Mona Pali

 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 Expensive real estate: To save costs on real estate, westside decided to get shop-space on lease. Difficult task to find spacious locations in showrooms in metros. Westside adopted a free form of retail outlet also known as boutique outlet.

 Stocks

Each store on average stored 30,000 SKUs of different products. Merchandise sourced from 250 exporters from Delhi , Mumbai and Bangalore. Crockery and gift items were sourced from countries like China and Thailand Centralized buying for all products except cosmetics and perfumes to avoid sales tax. Centralized buying for all products except cosmetics and perfumes to avoid sales tax Carried 63 days of stock days

The company had established a central warehouse at Pune An in-depth analysis of each part of the logistics chain was carried out and standard operating procedures were established. This enabled efficient purchase order management, stock receiving, purchase verification, generation and fixing of store and price tags, dispatch of stocks to the floor and forwarding of bills for payment. Trent installed a points-of-sale (POS) and inventory management software called RetailPro that connected all the stores, the warehouse and the main database at the head office and automated various processes.

The Tatas laid special emphasis on the Tata Business Excellency model (TBEM) for group companies in order to enhance the quality of the company's services and products. All employees were trained on aspects like product knowledge, workplace ethics, customer service policies and issues, communication skills and courteousness. Programmes were held all through the year, across stores, sensitizing employees to the importance of these aspects for individual and business development. Both classroom teaching and on the job training were provided to make employees and vendors focus on reducing unnecessary costs

Store Manager

Floor Manager

Department Manager

Sales Officers

Sales Associates

 Weve learned that it is absolutely essential to listen to customer-what they want in terms of style and price, and to understand the demographic of it all- SIMONE TATA

Conducted research to better serve customers Focus on customer Feedback Trust in customers reflected confidence in products Loyalty Program: Clubwest

Westside realized that to offer good customer service, it was important to have good employees. Hence Westside focused on recruiting young and smart people with a pleasant personality and good communication skills It also introduced a new computerized system, which enabled the employees to access the information about the availability of colors, fashions in the store, faster, and this helped the employees to service customers faster The company used the software package Retail Pro14 at the POS .Westside had a sophisticated electronic system that kept the level of shoplifting and sales manipulation at less than 1%, compared to other retailers with a level of 6% each year

Through SMS and sending e-mailers

By Sending Catalogue to Members Address

Signed Yuvraj Singh, as its celebrity endorser Westside launch marketing campaign on print and television media with budget of Rs. 200 million 8% of revenue is spent on marketing and promotion

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 Advertising contract with leading personalities Offered CLUBWEST loyalty cards

INHOUSE PROMOTIONS
Peaked during summer, Diwali and Christmas Festival of Delights program. Promotions based on themes matching decorations , live bands and Other attractions .
Clubwest Classic and Clubwest Gold.

EXTERNAL PROMOTIONS
Advertising on media - Model Fleur Xavier for advertising contract.

STORES
POSITIONING

SHOPPPERS STOP

LIFESTYLE

WESTSIDE GLOBUS
STYLE &
AFFORDABILITY

EXCELLENT TRENDY, SHOPPING YOUTHFUL & EXPERIENCE VIBRANT BRAND

EXCELLENT SHOPPING EXPERIENCE

FORMAT TYPE

MULTIBRANDS {BRANDS & PVT LABELS} Shopping experience Affluent Customers

MULTIBRANDS

EXCLUSIVE TATA TREND GROUP ONLY Affordable Style Middle Class

BRANDS AND PRIVATE LABELS LATEST FASHION AND STYLE Upper Class

PITCH

Latest fashion

Target Customer

Affluent Consumers

Greatest challenge to beat the unorganized sector as 98% of Indias retail garment industry operated in unorganized sector. Main focus was to get people visit instead of unorganized sector Making customers realize that Westside give latest style at very good prices