TRAFFIC BUILDERS

AT
CANTABIL

PH U N G K H A B A R G AYA R Y
PG RM09 20013
PGDM-R, 9-11
ACCMAN INSTITUTE OF MANAGEMENT
 THE CANTABIL STORY

“I thought that people would make fun of me and think

that I have gone crazy,”-

Vijay Bansal, MD, Cantabil retail

While doing door-to-door marketing of Nirma, Colgate and other FMCG products in the
sweltering summer heat of Jind (Haryana), Vijay used to dream about starting his own
business. A young boy who had just completed his college and joined his father’s business of
FMCG distribution in 1979, Vijay didn’t share his dreams with anybody, not even his father,
and today, Vijay is the owner of Rs. 200+ crore company.

ABOUT
Under the banner of Cantabil Retail India Pvt. Ltd., the company has two brands – Cantabil, a
premium brand for men, women, and kids, and La-fanso, an exclusive brand for men. Cantabil was
established by the MD of the group, Vijay Bansal, in 2000.

BRAND IDEOLOGY
International clothing at affordable prices.

Price range
Rs. 299-2099

Retail presence
EBOs: 417
 WHAT IS TRAFFIC BUILDERS ?

The category or department that draws the highest number

of crowd in a store.

Are usually low priced, and discounted items or newly

launched high margin unique fashion merchandises.

May vary according to store type and format. Department

for hypermarket or departmental store, and specific
category for a small EBOs.

Example: Power Tees at Pantaloons.

 CANTABIL:THE ITALIAN FASHION STORE

Store Location: Jagat Farm, Gamma 1

Store Format: EBO-Franchisee

Store Floor Space: 633 sq. ft. appx

Store Layout: Free Form

Product Range: Casual and formal wear, denims,

suits, jackets, pullovers
and accessories
for both man and women.

Current Offers/Promotions: Flat 70% Off across all range excluding

accessories.
 TRAFFIC BUILDERS AT CANTABIL

3 Major Traffic Builders

at

Trial Room
Ladies Wear
CANTABIL:

1.Mans Formal Wear

2. Summer Tees

3. Ladies Mix–n-
match
2
1
1
2

POP

Entry/Exit
 REASONS ?

1.
2.
3.Mans Formal Wear: This category is displayed on the just right
side of the main entrance so that it attracts the customers
attention as soon as customer enters the store.

2. Summer Tees: Unique Youthful Designs at Low price, appealing

displays. This category is displayed just opposite of Formal
wear section so as to attract the attention of the customers
who have come to purchase formal wear but buys from this
category due to impulsive behavior.

1.
3. Ladies Mix –n-Match: This category is kept / displayed at
the last end of the store so as to draw the customer traffic
upto the end of the store. This is justified as family
clothing purchase is usually carried out by women customers.