Download - Final Westside Presentation_21 Sept
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SummaryWESTSIDEBRAND STUDY
WESTSIDEBRAND STUDY
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Presented By-
Vinayak Jagdale 35
Ulka Khedekar 44
Ejaz Shaikh
Atul Moynak
Momin
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AgendaIntroduction
Features
STPD
SWOT Analysis
4 PS
Product
Price
Place
Promotion
Competitor Analysis
Strategies
Recommendations
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Started by Mrs. Simone TATA
Today it has reached 28 cities with 49 stores
Currently it is headed by Noel TATA
Designed to cater to shopping needs of various
customer
The store size range between 15000-30000 sq.
feet
Annual sales for 2010 was Rs. 543 cr. With net
profit of Rs. 40 cr.
Introduction
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Stores
Ahmedabad
Aurangabad
Bangalore
Chandigarh
Chennai Coimbatore
Faridabad
Gurgaon
Hyderabad
Indore
Jaipur
Ludhiana
Mangalore
Mumbai
Nagpur
Nasik New Delhi
Pune
Surat
Thane
Varanasi
Vashi
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Mission Statement
To be the most preferred and
consistently profitable lifestyle retailer
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Features Designed to be one-stop shop for complete family
Offers broad product variety
Value for money products - good quality, lowprices , 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
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STPD
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STPD
1. Segmentation
Demographic
Family
Sex
Males & Females
Age group
10yrs- 50yrs and above
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STPD2. Targeting
Target Audience
Kids
Men
Women
Economic
Upper middle and lower upper class
Psychographic
Fashionable lifestyle
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STPD3. Positioning
The brand name itself gives an upbeat feel
Initially, started off with Fashion at
affordable price
Current positioning is Endless possibilities
In, 2002 Yuvraj Singh was their Brand
ambassador
Their Current Brand ambassador is actress
and Brazilian model Giselle Monteiro
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STPD4. Distribution
Products distributed from Mumbai
headquarter
Stock replenishment done mainly on Fridays
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SWOT Analysis
Strength
Growing at a faster pace
Brand name of TATA
Good customer base Apparels are cheaper
Attractive promotional schemes
and heavy discounts
Quality and branded stuff only
Location advantage
Weakness
Not much product range
Lack of differentiation
Poor inventory turns and stockavailability
Opportunity
Rising disposable income
Urbanization
Threats
Competition from organized retail
players
Competition from local retailers
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4 Ps
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Product Has about 7-8 product category
Displays majorly in-house brands
Also, has tie-up with other brands
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Product RangeMens Wear & Accessories
Womens Wear & Accessories
Kids Wear
Crockery & Kitchen Appliances
Daily Necessities
Branded Jewellery
Gift items
Furniture
Footwear
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Beyond Product Employees are trained on various aspects
like :
Product Knowledge
Workplace Ethics
Communication Skills
Courteousness
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Price Pricing decision is consistent with firmsmarketing strategy and target market
They believe in democratizing their service
and charging fair price
Offer value for money proposition for
consumers, especially by offering their own
brands
Helps to augment their sales margin
In recent past a lot of price variations were
made
It aimed to target all customer groups
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Place Chain of stores mainly functioning in malls Stores mainly located very near its
competitors
Products distributed from Mumbaiheadquarter
Stock replenishment done mainly on Fridays
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Promotions
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Competitors
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Competitors AnalysisShoppers Stop Lifestyle Westside
When they
started?
1991 in Mumbai 1999 in Chennai 1998 in
Bangalore
How they
started?
The Rahejas
had a property
which they
wanted to makecommercial
viable
Lifestyle is part
of the landmark
group, a dubai-
based retailchain which
made its way
through fashion
retailing
Lakme tookover
littlewoods
(opened in
bangalore)which is now
known as
Westside owned
by TATAs
Present Stores Currently
operation 24
stores
Currently
operating 13
stores
Currently
operating 59
stores style and
reasonable price
supported by
quality
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Competitors AnalysisShoppers Stop Lifestyle Westside
What they did? Started its
loyalty
programme in
1994: First
citizen card
Contribution tosales:
66%
Started its
loyalty
programme in
Jan, 2001: The
inner cirlce
Contribution tosales: 40%
Started its
loyalty
programme in
May, 2001:
Clubwest
Contribution tosales: 60%
Store Ambience Well designed,
beautiful & air-
conditioned
Gives a classy
royal feeling
Well designed,
beautiful
ambience
AC not
sufficient as perthe footfalls in
the store
Well designed
interiors,
sprawling space
and air
conditionedambience
Gives and
energetic and
youthfull effect
Sofas provided
for the comfort
of the customer
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Competitors AnalysisShoppers Stop Lifestyle Westside
Aisle Space Maximum aisle
space for
convenient
movement of
customer
Sufficient
aisle space for
convenient
movement of
customer
Cluttered
arrangement of
merchandise
and less aisle
space
Signage Signage in
black and white
Signage
depicting style
and size not
properly
arranged
Less use of
signage
Only signage
denoting
different section
present
Proper and
effective use of
signage denoting
size, segment
etc
Special offers
like best buy
highlighted
for kidswear
distinction made
clearly by
mention of
relevant age
group
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Problems faced by Westside Target customer base change overtime
Not much shelf space is given to the
International brands
Customer preferences are changing from in-
house labels to international brands
Lesser media promotions
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Strategies adopted by Westside Aiming to increase their customer base by
adding the international brands in their
product basket
Planning to introduce canned continentalfood like sushi, wine and cheese on their
counters
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Recommendations Westside should spend more on media
promotions
Hire appropriate brand ambassador,
depending on type of customer they target
Should try to increase their theme based
shops
Positioning needs to be done more efficiently
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Thank you