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Ashwini Barve
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Mitali Dutta (18)
Pooja Manik (34)
Radhika
Metla(35)
Jalpa Shah(51)
Neetu Tank(58)
Summary
Summary
 
Tata entered the cosmetics business through

Lakme ltd.

Lakme entered into joint venture with



Hindustan lever

  sold            




The Tata¶s ventured into retailing and



acquired the Britain- based Littlewoods
retail store in Bangalore.
 _estside expanded its operations to Chennai,
Mumbai, and Hyderabad.

During the Diwali season _estside launched a



festival of delights program

It had a second store in Mumbai, Pune, Kolkata


 and Delhi. It had average sales of above Rs.
5000 per sq.feet

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.

Market Research on retailing trends in the domestic and international


markets.

India retailers stocked both Store-Owned brands and other


brands in the ratio of 70:30.

Major Indian retail chains stocked established brands, _estside


decided to push its own brand.

They gave a high priority to marketing in order to increase brand


awareness

_estside¶s total advertisement spending was 8%of its sales.

It did it regular brand building through advertisements and also


through house promotion during various seasons.

Organized retailers are more expansive than unorganized ones.


MARKETING STRATEGY
: Lakme entered into joint venture with HLL for the marketing
and distribution of Lakme brands.

: In 1997, the tats sold their stake in Lakme to HLL

: Then in 1998 Tata ventured into retailing, acquiring the


Littlewoods retail store. It was renamed as _estside.

: First time an Indian retailer launch for a celebrity


endorsement. _estside signed Cricketer Yuvraj Singh
:Launched marketing campaigns on television
and in the print media

:The stores were positioned on the fashion at


affordable pricing platform.

: Offered greater value and good shopping


experience.

:They launched a ³Festival of Delights ³program which


gave each shopper a scratch and win card.
áROBLEMS &
SOLUTIONS
Capture the market from unorganized sector

_estside are expensive than unorganized one

Compete with other retail fashion businesses in India &


foreign
  
K 


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