GAP ANALYSIS

TEAM:
 Vijay Reddy (24044)
 M. Harish Kumar (24061)
 Mohammed Arif (24069)
 Narmattha (24070)
 Prasannaa Murli C (24077)
 Prem Kumar (24078)
Business Model
The Group - Overview
 Competitors
• Saratha’s  Trichy
• Lakshmi Silks  Trichy
• Statewide
– Pothys
– RMKV
– Nalli
– Kumaran Silks
The 4Ps
Product
Merchandise Offered
PLACE
• Chennai
• Coimbatore
• Tirupur
• Trichy
• Erode
• KARUR

• www.thechennaisilks.com
• www.vivagaapattu.com
Online Portal
Online Portal
 PRICE
• Caters to all the target audience
– All classes of the SEC
– Eg: Synthetic Sarees  Rs.100 to Rs.4000
– World record silk saree Rs. 40lakhs
 PROMOTIONS
• Sales Promotions
• Aadi Sale
• Festive Occasions
• Annual Clearance Sale
• Magazine Mail
• Sponsor Events

PLAY VIDEO
Communication & FACADE
 Store Layout
FLOOR MERCHANDISE AVAILABLE
Basement Matching & Ladies Inner Garments

Ground Floor Synthetic Sarees & Synthetic Fancy Sarees

1st Floor Silk Sarees, Silk Fancy Sarees, Cotton Sarees & Fancy Sarees

2nd Floor Children’s Readymades

3rd Floor Shirting, Suiting, Cutpiece, Free size Churidhar & Churidhar Dress
Materials

4th Floor Gents Readymades, Handloom & Furnishing Clothes.

 Product Assortment
• Women   • Men
– Vivagaa Silk Sarees   – Trouser Collections
– Sringa synthetic sarees   – Shirtings
– Cotton Sarees   – Suitings
– Silk Cotton Saree   – Sherwani / Traditional Wear
– Cotton Salwar Materials   – Casuals
– Salwar Kameez (Readymade)   – Branded wear
– Nighty Collections   • Allen Solley
– Night Suit Collection   • Van Heusen
– Fancy Art Silk Sarees   • Peter England
– Mysore Silk Saree
A short exposure to the
online services offered
GAP ANALYSIS
 Knowledge Gap
Customer Expectation
• Complete collection of men,
women and children wear
• Variety should be explicit
shown
• Seating are adequate
• Larger Parking area
• Sales force  Uniform
Service
Refreshments + Dedicated Salesperson  Only to Women’s Section
Retailer Perception
• Core offering is silk
• Customer should enquire
• Customers should have a
look of all sections
• Location of the store
• Ladies Wear  Importance
to SILK
Previous Layout
 Standards GAP
Retailer’s Perceptions Standards SET
• Customer would query on • Sales force trained to
their requirement observe customers and
offer with “Layout Card”.
• Refreshments delivered to • Time spent is greater than 2
customers based on hours at the counter or
“purchase value”. purchase volume is higher
than 10,000.
 Delivery GAP
Standards SET Actual Delivery
• Every salesperson should be • Lag in the salesperson’s
aware of the offerings knowledge on the same.
placed. (Layout)

• Sales force  personality • Critical at the Ladies section

• Every salesperson should • Stock levels reviewed at the

keep track of the stock levels end of the day.
at each shelf / counter.
 Communications GAP
Outdoor Communication
• Hoardings, Media ads for
communication of an offer.
– Discounts are broadly
indicated.
– Customers aren’t clear about
the discounts indicated.
Indoor Communication
• Discounts
– Display cards at each counter.
– Glow signs and Sign boards
placed inside the store.

 Segregation / Highlighting of Premium Brands

 Areas of Improvement
• Store layout
– Godown
– Dedicated bays / floor for each category of apparels.
– Cutpiece and Dhotis
– Toys layout & gifts
– Mirrors in ladies silk sarees section
– Suitcases
– Rest rooms
– Escalator
– Walls and Pillars
– Discount labels on walls
Areas of Improvement (contd.)
• Ambience
– Music
– Lighting
– Mirrors