SAURABH VISHAL

MARKET RESEARCH RETAIL LAYOUT CUSTOMER FEEDBACK PRODUCT POSITIONING ADVERTISING AND PROMOTIONS


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Appreciated importance of MR conducted before entering new city 5 member in house team Collected information on buying patterns, demand potential,lifestyles etc Support from Tata companies like Taj Group , Titan, Voltas, Tata AIG , Tata Engineering Before entering retail segment conducted research FINDINGS Store owned brands and other brands ratio 30:70 Many international retailers stocked only own brands due to more loyalty,flexibility,high returns Heavy investment for brand building and poor economies of scale MR conducted to understand customer behavior to enhance customer loyalty

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PHILOSOPHY & PROBLEMS FACED Sold in house brand only higher margins, more control over manufacturers(quality,cost), no intermediary costs Expensive real estate leased shop space Required spacious showrooms in metros : 10000 20000 sq ft
THE MODEL Free Form Layout/Boutique Layout fixtures and aisles arranged assymetrically Merchandise displayed at 2 levels on same floor Merchandise in separate clusters eg. Womenswear and accessories clubbed together for convenience 2 main divisions Apparel mens wear,womens wear, lingerie, kids wear Product household, gifts, other accessories

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3. SOURCING AND STOCKS Each store on avg stored 30,000 SKUs of different products Merchandise sourced from 250 exporters from Delhi , Mumbai and Bangalore Centralised buying for all products except cosmetics and perfumes to avoid sales tax Carried 63 days of stock days

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-areasonable-price feelings

WOMENS WEAR Western formals, casuals and ethnic wear Range had great depth Designer clothing introduced KIDS WEAR Sporty and international look Catered to wide age group: infants to teens For girls Gypsy, Sporty, Guns n Roses line For boys Skull and Studd lines MENS WEAR Formals, casuals, ethnic, sports wear, party wear Latest styles HOUSEHOLD Towels, bathroom sets etc Well coordinated, allowed mix n match New introductions each week GIFT SECTION Diyas, terracota pots,urns Range of furniture UTILITY In wrought iron and rope : magazine racks, stools, etc

Focus on 2 parameters style and affordability Total advertising spend 8% of sales

INHOUSE PROMOTIONS Peaked during summer, diwali and Christmas Festival of Delights program Promotions based on themes matching decorations , liver bands and other attractions Clubwest Classic and Clubwest Gold EXTERNAL PROMOTIONS Advertising on media - Model Fleur Xavier for advertising contract

Conducted research to better serve customers Focus on customer feedback Trust in customers reflected confidence in products

Huge financial base Rs 2 billion from sale of Lakme Increase in Profit carried forward in 2002- from 64.6 to 90.9 million 10 billion dollar untapped market in India Would have a first movers advantage in India Adept at conducting MR have a good in house team plus understand importance of MR Experience in retail business : established supply chain and trained personnel Could enter food business under a different name to avoid brand dilution for Westside

Increase in nuclear families Increase in the number of working women . A study on food and grocery retail market by KSA Technopak, food retail sales make up for close to 63 per cent of total retail sales. In absolute terms, food retail sales had grown from Rs 3,81,000 crore in 1996 to Rs 7,03,900 crore in 2001 when the non-food retail sales grew from Rs 2,22,400 crore in 1996, to Rs 4,19,000 crore in 2001.

No experience in retail of food items Would need to acquire new competencies eg cold storage May lead to brand dilution for Westside as people associate it with clothes

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