retail finalll

8/9/2019 Retail Finalll

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Keka Bhattacherji- 01

Shaanam Sameen- 20

Manali Singh- 22

Rumi Mazumder- 33

Rishu Ranjani- 45

Retail MarketingRetail marketing in the Ft!ear "ndustr#$ %hrugh &ser'atinal

research in retail stres and e-tail !e& stres(

“You have brains in your head . You have feet in your shoes. You can steer

yourself in any direction you choose.”


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"ntrductin

Retail marketing is the range ) acti'ities undertaken a retailer t *rmte

a!areness and sales ) the cm*an#+s *rducts( %his is di,erent )rm thert#*es ) marketing &ecause ) the cm*nents ) the retail trade such as selling

.nished gds in small /uantities t the cnsumer r end user usuall# )rm a

.ed lcatin( Retail marketing makes use ) the cmmn *rinci*les ) the

marketing mi such as *rduct *rice *lace and *rmtin( stud# ) retail

marketing at uni'ersit# le'el includes e,ecti'e merchandising strategies

sh**ing and cnsumer &eha'iur &randing and ad'ertising( Retail marketing is

es*eciall# im*rtant t small retailers tr#ing t cm*ete against large chain

stres(

"ndia is the !rld+s secnd largest *rducer ) )t!ear and the third largest

market )r it( nsumers s*end as much n )t!ear as the# d n their a**areland ther accessries leading t r&ust gr!th in the sectr( num&er )

*remium )t!ear &rands are )ra#ing int "ndia( "n )act a'ers !as the .rst

retailer t a**l# )r 100 !nershi* under the recentl# *ened F" in single

&rand retail( 6'en thugh the *er ca*ita she cnsum*tin in "ndia has gne u*

)rm 1(4 shes a #ear in 2004 t 2(5 shes *er #ear in 2012 it is still much &el!

the a'erage *er ca*ita she cnsum*tin ) .'e in de'el*ed cuntries(

%his re*rt cnsists ) three *arts$

Part A: Comparison Shopping

Part B: Retailer Analysis

Part C: Internet shopping Analysis

Kee*ing the )ll!ing in 'ie! !e ha'e selected four footwear retail outlets in

Ranchi( %he# are$

a( Bata&( 7ram*iansc( antalns

d( 8dland

%he product category is footwear( %he assortment under the categr# !e

ha'e selected is$

1( Flats2( Bellies3( Stiletts4( S*rt shes5( 8edges

1


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“You can’t buy happiness but you can buy shoes & that’s kind of the same thing”

art $ m*arisn Sh**ing

Parameters Bata Grampians Pantaloons Woodland

Variety

9eels

8edges

Bellies Flats

S*rt Shes

9eels

8edges

Bellies Flats

9eels

8edges

Bellies Flats

S*rt Shes

9eels Flats

S*rt Shes

Assortment

Brands$

:aturalize

:rth Star

m.t 9ush*u**ies(

;cal &rands

names nt

identi.ed(

des are

used tdistinguish(

Brands$ "nc( 5

at!alk uma

"n huse

&randed

shes !allets

jackets and&elts(

Serice

: dedicated

Salesman )r

each

custmer(

ssistance is

*r'ided !hen

asked(

%!

attendants )r

custmer

assistance(

rm*t

ser'ice( %!

attendants

readil#

a'aila&le and

)riendl#(

ttendants

!ere *resent

t gi'e

guidelines and

suggestins

!hen asked(

Price !Rs"

#eels 4


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and clutter-

)ree manner-

all!ing /uick

and eas# 'ie!

) cllectins(

leisure and

enj# their

sh**ing

e*erience(

'ype of

Retail

Institution

hain stre

"nde*endent

lcal retailer hain stre Brand utlet

“Give a girl the right shoes & she can conquer the world”

ata

aC %he retailer is majrl# directing the l!er incme gru*s and middle

incme gru*s ) them( %he minimum starting *rice ) a Bata )t!ear is

Rs( 1


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!n a num&er ) 'arieties ) she *airs at an a,rda&le *rice range

!uld *re)er 7ram*ians 'er thers(dC %he retail strateg# as ad*ted 7ram*ians sh!s that it targets nl#

)ashin cnscius #ung !men and !h !uld *re)er !ning

trendiest shes at an a,rda&le *rice( But the# ha'e 'erlked the

)act that selecti'e in'entr# is making them lse custmers( %heirmerchandise is &eing liked &ut !hen *e*le d nt get enugh )

'arieties in their desired clurs and sizes the# )eel discuraged t 'isit

the stre again and !uld *re)er ging t ther sh*s and *r&a&l#

the# !uld nt mind *a#ing a higher *rice )r the &randed )t!ear(

%he strateg# is e,ecti'e till the time custmers .nd !hat the# lk )r

in terms ) clur and size and lastl# the stck ) )ashina&le )t!ear

is ne ) the &est that culd &e )und in Ranchi and is a **ular

destinatin )r )t!ear sh**ing amng the #ung !men( “The eyes can mislead, a smile can lie, but the shoes always tell the truth”

!antaloons

aC %arget Market- Fashina&le A u**er-middle class *e*le( Because

*rducts are nt that chea*(&C %he retailer *r'ides 'ariants ) di,erent size sha*e and clur A )

gd /ualit#( "t als kee*s changing the *attern accrding t the

changing trends(cC "t is an rganized retailing !here a large 'ariet# ) &rands are *resent

A the stck is huge under ne r)( "t als has gd!ill(dC Ger# e,ecti'e( "t has sale seasns Ht!ice a #ear Iul-au Ian-.&C !here

*eak sale takes *lace( "t als ,ers di,erent 'ariants(

"oodland

aC %he target custmers ) 8dland are mainl# the *e*le !h g )r

skate&arding ra**elling muntain &iking ra)ting and trekking( %he sle

) the shes are made as such t cater the needs ) the a&'e mentined

acti'ities( But tda# 8dland is als keen t satis)# the re/uirements )

cr*rate *e*le and *atients su,ering )rm *ain in their legs(&C %he retailer *a#s mre attentin t thse custmers !h attend their stre

regularl#( %he# &ring and kee* the )t !ears as *er the chice and

re/uirements ) their target custmers( %he# als tr# t match !ith the

e*ectatins ) their custmers and send them regular calls and

messages !hen ne! stck cmes in(cC %he retailer &uilds a lng term ad'antage 'er the cm*etitrs !ith its

/ualit# teture s*ecialized *rduct( 8dland is kn!n )r its rugged

)rm and cr*rate lk and it *a#s high attentin t!ards it t maintain

its image in )rnt ) the custmers( %he# gi'e an im*r'ed /ualit# ) )t

!ears !hich !e d nt get in ther &rands( "t als *rmises t gi'e an

e'erlasting )eature )r the shes !hich is less seen in ther &rands(

9ence it *r'es t &e &etter than its cm*etitrs(

dC 6ach retailer shuld ha'e a 'er# e,ecti'e retail strateg#( "t shuld &emade as such that it attracts mre custmers and cater the needs ) each

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indi'idual 'isiting the retail stre( %he nsumer Beha'iur *attern shuld

&e !ell anal#sed and studied and accrdingl# the custmers shuld &e

treated( %he main aim ) an# retail is t esta&lish its &rand( %he &etter the

strateg# the mre num&er ) *e*le !ill &e 'isiting the stre )r mre

*urchase( 8dland itsel) is a kn!n &rand and its retail utlet is /uite

e,ecti'e t ser'e the needs ) its target custmers(

”#here are two things you can never have too many of$ good friends & good

shoes%”

art B$ Retailer nal#sis

ata

%he retailer is majrl# directing its e,rts t the l!er incme gru*s and middle

incme gru*s in Ranchi( Bata )t!ear ranges )rm Rs( 1


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%he lighting des highlights the *rducts and it is eas# )r the custmers t see

the )t!ear tr# them n and make their chices( %he s*acing &et!een the

racks is *r*er s that the custmers can !alk arund and lk arund at all the

)t!ear dis*la#ed(

%he .tures are cnsistent !ith the merchandise and the 'erall am&ience ) thestre and are ca*a&le enugh t &ring the sh**ing mdJ

%he .tures *rtra# that stre is !ell-rganized and the takes *r*er care that

the custmers )eel cm)rta&le !hiles sh**ing(

III( Promotion

%he stre+s signage has hel*ed the &rand a lt and let it e'l'e as ne ) the

mst *re)erred &rands in )t!ear in "ndia( "t cntri&utes t the e,ecti'e selling

) merchandise( %he !all s*aces ha'e &een used creati'el# *r*er

arrangement ) racks and shel'es in the stre !hich )acilitates the custmers ttake a tur ) the stre( %he sales sta,s d nt *r'ide much ) suggesti'e

selling( s there is arund > sales sta, in the entire stre s !hen the num&er )

custmers in the stre is large *r'iding suggestins t each custmer &ecmes

dicult( %he sales sta,s are )riendl# and hel*)ul(

“ife is too short to wear boring shoes”

%he image ) the sta, is cnsistent !ith the image ) the stre( ll the sales sta,

!ears the same clur shirt !ith Bata im*rinted n it s that the# are easil#

identi.a&le( %he# als are kn!ledgea&le a&ut the *rducts in the stre and

hel* the custmers in &etterment ) their sh**ing e*erience(

IV( %ayout

%he stre la#ut hel*s in dra!ing *e*le thrughut the stre( %he *lacement )

racks and the s*acing &et!een them is a**r*riate( !ide 'ariet# ) )t!ear is

ke*t n a rack !hich is *laced right in the middle ) the stre &eside the

entrance dr( reati'e use ) the staircase has &een dne *utting u* a shel)

at e'er# ste* n the side s that maimum num&er ) *rducts culd &e

dis*la#ed and the custmers can ha'e a lk as the# clim& each ste*(

%he la#ut !ith the *r*er lightings and rganized dis*la# ) *rducts intends t)acilitate the *urchases(

V( *erchandising

%he retailer uses techni/ues such as cu&es racks and shel'es )r achie'ing

greater s*ace *rducti'it#(

%here retailer shuld tr# t dis*la# its *rducts !ith the hel* ) *sters n the

!alls ) )t!ear(

Des the retailer has rganized merchandise *r*er dis*la# ) the *rductsand ,ering a !ide range ) )t!ear t its custmers( 9!e'er the retailer

>


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culd im*r'e u*n the range ) *rducts it ,ers( %he retailer shuld tr# t

target and ha'e mre *rducts accrding t their tastes and *re)erences(

VI( Summary

%he )t!ear in the stre seems a little ut ) )ashin( S the stre is nt a&le t

)etch mre ) #ung custmers( %here)re the retailer shuld ha'e mre trend#

and )ashina&le )t!ear s the mre #ung custmers are lured( %his in turn is

likel# t increase the sales(

E ' woman with good shoes is never ugly”

Grampians

I( APP+ARA,C+:

%ocation$ Main rad and anch'ati Ranchi

rminent lcatin )r the streL the la#ut design and 'isual merchandising

techni/ues used are in s#nc !ith the eterir ) the stre and its lcatin(

"t is a she-stre and the lighting and designing tries t attract #ung !men

!here a lt ) latest designed shes are a'aila&le at a chea*er *rice than the

&randed nes(

Am-ience: %he am&ience is /uite cnsistent !ith the merchandise that it

*resents( s a custmer m# e*ectatins t .nd ne! trends in the shes

segment are met thugh the sizes are nt )und )r man# ) the t#*es that ma#

attract me as a custmer( "n'entr# le'el is nt 'er# high(

Re.uirements: %he stres are ding )airl# !ell )r the target segment s n

ren'atin !uld &e recmmended( 7ram*ians is !ell kn!n amng the #ung

!men )r its merchandise and &th the sh*s are !ell maintained(

Improements: "t is suggested that the in'entr# le'el shuld &e a little mre

than !hat it maintains right n! since mre clurs and sizes are nt a'aila&le

=


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)r man# ) the designs( ls the num&er ) assistants !hich is currentl# ne r

t! at the anch'ati stre shuld &e increased during the )esti'e seasns(

II( $I/'0R+S

%he lighting highlights the merchandise that is the shes and als *resence )

glasses and trans*arent *lastics adds n t the e,ect ) nen lighting and thus

ca*tures a md ) )ashin and trendiness !hich an# mdern !man !uld like

t )ll!( t a chea*er *rice it gi'es an **rtunit# t a mdern #ung !man t

&st her cn.dence )ashina&l#(

%he .tures are cnsistent !ith the shes and the 'erall am&ience ) the stre(

%he .tures *rtra# an image ) )ashina&le stre )r the trend# and )ashin

cnscius !men(

III( PR1*1'I1,

%he stre+s signage is nt 'er# attracti'e( Iust the signage des nt *r'ide

enugh in)rmatin a&ut the merchandise it deals !ith( : theatrical e,ects

ha'e &een used t hel* sell the merchandise that is the shes( %he !all s*ace

has &een e,ecti'el# used t dis*la# shes in a num&er ) shel'es )rm t* t

&ttm and at the entr# *int(

“(ew shoes cure the blues”

%he sales sta, d nt seem t &e ding suggesti'e selling at the 7ram*ians

anch'ati stre !hile the Main Rad stre sta,s des a little amunt )

suggesti'e selling !hen the custmer seems t cn)used a&ut her chice(

%he sales sta,s ) 7ram*ians are )riendl# and hel*)ul( %he image ) the sta,s is

cnsistent !ith the image ) the stre(

IV( %A210'

%he stre la#ut hel*s *e*le m'e thrughut and chse their shescm)rta&l#( "t dra!s *e*le t!ards 'isiting the stre(

%he la#ut is a kind ) grid-la#ut !here custmers m'e thrughut the stre

seeking )r their designs ) interest and less ) s*ace is !asted and a greater

utilit# achie'ed(

r&a&l# a kind ) grid la#ut is used 7ram*ians !here the r and shel'es

are used )r kee*ing the shes(

G( *+RC#A,&ISI,G

?


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: merchandising techni/ue has &een used )r achie'ing greater s*ace

*rducti'it#(

%here are dis*la#s ) the di,erent kinds ) shes mdels &ut all the di,erent

a'aila&le clurs are nt dis*la#ed at the same time( "t is im*rtant t dis*la#

the shes a'aila&le in the sh*( %here is n etra dis*la# ) the merchandise(

s a lcal inde*endent retailer 7ram*ians has rganized its stres /uite

ecientl#( %he nl# im*r'ements that can &e suggested !uld &e t u*date

their stcks and in'entr# le'el since mst ) the *e*le agree n the )act that

7ram*ians *r'ide gd and trend# shes at an a,rda&le *rice this )eed&ack

!as cn.rmed custmer+s reactin !hile the retail stud# !as carried n

me(

VI( S0**AR2• % im*r'e the in'entr# le'el

• % em*l# mre sta,s during )esti'e seasns

• % encurage suggesti'e selling all the sta,s

• % create a &etter signage at the entrance )r .rst time &u#ers(

E ' woman can carry a bag but it’s the shoes that carry a woman”

!antaloons

I( APP+ARA,C+( Des( %he eterir ) the stre is cnsistent !ith the interir !ith a

*r*er stre la#ut ) ha'ing three rs mdern design A 'isual

merchandising techni/ues( %he interir !alls are made u* ) dark !d

and tiles gi'ing it a cntem*rar# lk( is*la# ) merchandise has

&een s*aced ut uni)rml# gi'ing its custmers rm t !alk arund at

their leisure and enj# their sh**ing e*erience. Pantaloons is a hain

Merchandise Stre !hich is tr#ing t attract the **er-middle class

custmers(B( Des( %he am&ience is st#lish A )ashina&le like the *rducts ,ered( s

a custmer " am satis.ed !ith the &rands /ualit# ) the *rduct A the

am&ience( But )t!ear cllectin can &e increased A mre 'arieties

shuld &e included(( :( %he am&ience St#le A ;a#ut is gd( But )t!ear sectin can &e

im*r'ed adding mre 'arieties A &rands(

II( $I/'0R+S


11/21

( Des lighting highlights merchandise !ell( %he mirrr als makes it

cn'enience( hanging rm is !ell-lighted A manne/uins are als in

s*tlight( %he lighting *la#s an im*rtant rle in the sh!rm

climaticall# increasing its &eaut# !ith strategic accented highlights

!hile the clur scheme used in the stre is &right( %he r has &een

dne in mdern "talian tiles t *r'ide just the right amunt ) sheen t

the stre(B( Des( %he ele'atrs ( racks lights mirrrs etc( makes the 'erall

am&ience ) the stre cnsistent !ith the trend# merchandise (( Mdern A st#lish image is *rtra#ed the .tures !hich als adds t

cn'enience !hile sh**ing(

III( PR1*1'I1,( Des the stre signage e,ecti'el# sell merchandise( antalns is an

eminent name under Future gru* kn!n )r its gd /ualit# A

&randed *rducts(B( :( Des( %here are racks shel'es *sters A *ictures !hich kee*s changing

!ith )ashin trends(( Des( %he# in)rm a&ut the ne! arri'als r discunts( %he# als ans!er

all the /ueries(6( Des( %he sales sta, is )riendl# A hel*)ul( %he# assist in sh**ing

ad'ising A als letting t tr# ut the *rducts(

IV( %A210'( Des( ;i)ts A ele'atrs are *resent !hich makes it eas# t ha'e a *r*er

'ie! ) the entire stre( ll &rands has its !n s*ace( Men !men A

kids s sectin are *resent n di,erent rs i(e 7rund 1st A 2nd r(

%he manne/uins als attract the custmers sh!casing the ne! A

gd arri'als(B( %he stre is neat clean A *r*erl# rganised( "t+s mdern A e'er# r

has a cash A &illing sectin !hich )acilitates eas# *a#ment( %he

acce*tance ) &th credit A de&it card makes it )urther cn'enient )r

custmers( Pantaloons loyalty card i.e Green Card –“ife is short$ )ust buy the shoes%%” My Card My Way with the PAYBACK advantage offers a range of unique rivileges and

value added services to its !e!"ers( %he di,erent sectins n di,erent rs

makes eas# access )r sh**ing(( %he la#ut used is gd A n ther t#*e ) la#ut is re/uired(

V( *+RC#A,&ISI,G( Des( is*la# ) merchandise has &een s*aced ut uni)rml# gi'ing its

custmers rm t !alk arund at their leisure and enj# their sh**ing

e*erience( %here is a gd s*ace *rducti'it# !ith *r*er racks A

shel'es(B( Des( %he dis*la# ) clthes n Manne/uins the *sters etc( increases

interest( But )t!ear sectin needs mre ) dis*la#(( 6'er# r has a di,erent sectin( 7rund r-!men 1st r- girls

kids A s*rts she sectin )r all hme- )ashin %* r- men(

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VI( S0**AR2 8ith a hst ) eclusi'e ,erings cu*led !ith ece*tinal custmerser'ice and an in'iting atms*here antalns *rmises t &e thehea'en )r all sh*ahlics in Ranchi( But antalns can im*r'ethe sh**ing e*erience im*r'ing n certain as*ects( %hes*rts she sectin is nt u*-t-the mark es*eciall# )r girls( Mre'arieties in Shes shuld &e &rught alng !ith sme ne! &rands(

“*eep your heels+ head & standards high”

"oodlands

I( APP+ARA,C+

%he stre la#ut design and 'isual merchandising techni/ues are nt cnsistent

!ith the eterir ) the stre( %he s*ace utilit# is small and thus the dis*la# )

the *rducts is nt ade/uate( *ersn can see the large stck ) *rducts

a'aila&le nl# !hen he enters the sh*( %he 'isualizatin ) the stre cannt &e

thught and cm*ared nl# seeing its eterir( %he lcatin ) the stre

cm*letel# justi.es !ith its high sale as it is situated in the central lcatin ) the

cit#(

"t is a S*ecialit# Stre and a Brand @utlet( %he target custmers ) 8dland are

mainl# the *e*le !h g )r skate&arding ra**elling muntain &iking ra)ting

and trekking( %he sle ) the shes are made as such t cater the needs ) the

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a&'e mentined acti'ities( But tda# 8dland is als keen t satis)# the

re/uirements ) cr*rate *e*le and *atients su,ering )rm *ain in their legs(

Des( %he am&ience satis.es the merchandise *resented in the stre( But t sme

etent it als needs mdi.catins( %he *lace utilit# is small s all the *rducts

are nt dis*la#ed *r*erl#( %here is same design ) shes ehi&ited dail# in same)ashin !ithut an# changes(

Sme ) the im*r'ements can &e$ straight drs can &e like rlling circular

nes le'el ) cu*&ards can &e made mre distinct s that the dis*la# ) items

is mre and can &e in the eas# reach ) custmers and the am&ience shuld &e

changed in )re/uent inter'als in sme theme t attract the ladies(

$I/'0R+S

Des( %he lighting inside the stre des ca*ture the md ) the *ersn inside( But

t sme etent this area als needs attentin( Feeling ) satis)actin des nt*ersist( %here is als n )eeling ) im*ulse &u#ing seeing the )t !ears( "t shuld

&e mre tem*ting and attracti'e in rder t d!n*la# its un!anted )eatures(

%he stre ,ers a !ide 'ariet# and range ) )t !ears( But it is nt cnsistent

!ith the .tures( : *r*er dis*la# is there and smetimes sme 'ariet# )

shes is &rught )rm the interir stck( %he large 'arieties ) shes that

8dland ,ers d nt seem t &e a'aila&le in this *articular stre(

@nce the *ersn ges thrugh the .tures ) the *rducts &eing ,ered

8dland she &ecmes assured that she !ill get the re/uired thing t her

utmst satis)actin( "t is !ell kn!n )r its rugged image &ts and cr*ratelk(

II( PR1*1'I1,

%he eterir signage creates the .rst im*ressin ) a stre( %he lg i(e( the tree

cmmunicates the name as !ell as the character ) the stre( %he signage )

8dland- the tree clearl# strikes a &alance &et!een the rugged )rm and its

surrundings !hile kee*ing its distincti'eness( %he sign als di,erentiates it !ith

ther &rands(

“,inderella$proof that a new pair of shoes can change your life”

%he interir signage has s*eci.c rles$ selling merchandise gi'ing in)rmatin

and *r'iding directin inside the stre( i,erent signs )ten *er)rm di,erent

tasks( Des( %he retailer has im*r'ed its merchandise im*r'ing its

t#*gra*h# kee*ing in mind the clarit# and the stre *ersnalit#( 9igh reecti'e

sur)aces are used that distrt the sign( %he eterir signs are illuminated

using tu&es and s*tlights(

r*er usage ) the !all s*ace is surel# dne &ut it re/uires mre mdi.catins(;a#ers ) shel'es can &e made )r the dis*la# ) )t !ears( %here shuld als &e

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shel'es n the glass !ind! s that *e*le *assing can ha'e a glim*se )

the items dis*la#ed(

%here is suggesti'e selling nl# t its kn!n custmers( lad# 'isiting the stre

)r the .rst time des nt get *r*er attentin( But in the same manner i) she is

a regular custmer t that stre she gets suggestins as !ell as the guidance( %here ma# &e smetimes recmmendatins t the *atients )r sme s*ecial

)t !ears &ut nl# !hen asked(

suall# the sales sta,s are 'er# crdial !ith the custmers( %he# are )ten

hel*)ul !hen the lad# des nt .nd the suita&le she as *er her chice and

re/uirements(

8dland itsel) is a kn!n and a re*uted &rand( "t des nt get a,ected !ith the

image ) the sta, )r its *rmtin( But de.nitel# the &eha'iur ) the sta, !ill

accelerate its sale( "n the *articular stre !e 'isited the image ) the sta, !as

nt cnsistent !ith the &rand(

III( %A210'

%he *lace utilit# &eing small des nt all! the custmers t lk thrugh all the

*rducts( r*er dis*la# ) the di,erent 'arieties ) )t !ears are nt there(

;adies ha'e t search )r heels at ne shel) and &ellies n the ther( %he# are all

mied and arranged n the same shel)( Mied t#*e ) la#ut is used( "t shuld &e

mre s*ecialized( %here shuld &e di,erent la#uts )r di,erent 'arieties ) )t

!ears( lace utilit# shuld &e e*anded( @ne shel) !uld cntain the s*rtsshes )r ladiesL the ther shuld entirel# cntain the heels and stiletts and

then the shel) )r &ellies( %his !ill sa'e time and ena&le the *ersn t g straight

and *ick u* the )t !ear ) her chice( She can als see t the *rducts she

!ants less than ne shel) nl#(

IV( *+RC#A,&ISI,G

%he retailer has used the !all s*ace e,ecti'el#( %here are shel'es !hich cntain

the shes( But there is a *ssi&ilit# t kee* mre num&er ) shel'es( %he

di,erent 'arieties ) )t !ears are nt ke*t in *r*er rder( %here is n s*ecial

techni/ue used !hich can minimize the n-selling s*ace(

@ne t#*e ) methd has &een used here !hich can increase the sales( %here are

manne/uins !earing the s*rts shes and sandals !hich attract the ladies !h

!ant t *urchase them(

%he cm*lete merchandise ) the retail stre )r the ladies is nt s rganized(

*r*er la#ut ) )t !ears is missing( %he entire range ) *rt)li ) *rducts

Hladies )t !earC !hich eist in 8dland &rand cannt &e )und here in the

Ranchi stre that !e 'isited(

“*eep calm and wear heels”

13


15/21

art $ "nternet sh**ing nal#sis

'he Retail We-sites chosen:1( Ia&ng2( M#ntra3( De&hi4( Fli*kart

'he Retailers chosen:1( didas2( uma3( Ree&k4( :ike

Reasons for choosing Retailers:1( %* &rands2( 7d /ualit#3( Reasna&le *rice4( Mst recmmended5( ;arge assrtment ) *rducts>( n'enient

Comparison of %ocal s( Internet shopping:

"n a retail stre !e are all!ed t see and tuch the *rducts t make sure !e

are getting !hat !e !ant( Shel'es carr# &es cntaining *rducts !e read

*rduct in)rmatin n the & and *erha*s *en the & t eamine the

cntents( 8e can ask /uestins ) a stre clerk !hile in sme stres

sales*e*le acti'el# tr# t assist(

@nline stres h!e'er nl# all! us t lk at *ictures and read *rduct

in)rmatin( %he &est nline stres thugh are a&le t *r'ide mre *rductin)rmatin nline than a retail sh**er might .nd( Smetimes this !ealth )

in)rmatin can make u* )r the a&sence ) a sales*ersn( But the &etter stres

are *r'iding sme kind ) li'e chat r instant *hne call t ans!er /uestins(

%he cm*etitin that retail stres )ace is mainl# )rm ther stres !ithin dri'ing

distance( "t ma# &e .erce n the lcal )rnt &ut at least the num&er )

cm*eting stres is .nite( Fr nline stres n the ther hand the cm*etitin

can seem almst in.nite( Since gegra*hic &arriers *se little limitatin t

sh**ers(

%here is much mre 'ariet# nline than in a &rick and mrtar stre( %his is due tthe limitatins ) s*ace and cst ) land(

14


16/21

Internet Shopping

Adantages:1( Sa'es time that !e d nt ha'e the luur# t !aste(2( Mre 'alue )r mne# as mst nline sh*s &eat each ther+s *rices(

%here are mre ,ers discunts s*ecial deals and *rmtins t lure

custmers t s*eci.c sites(3( Sa'es mne# n *etrlNdiesel used t g t stres(4( mre detailed decisin can &e arri'ed at ding research n the

*rduct+s re'ie!s and the *rduct instead ) just a *ersuasi'e sales *itch

)rm a sales *ersn(5( 9me deli'er# is a &ig *lus *int(

&isadantages:1( %he *ersnal tuch is missing(2( Fear ) &gus sites t scam credit cards(3( ctual *rducts ma# 'ar# )rm the *ictures dis*la#ed nline(4( eli'er# time is lng as **sed t *icking u* smething )rm a stre(5( %here might &e cases ) lss in transit and deli'er# time ma# eceed the

*rmised date ) deli'er#(>( %here ma# &e additinal shi**ing charges(=( 9assle ) return ) *rducts i) a !rng size is *urchased and als )ll!ing

u* n re)und ) mne# ma# &e an issue(?( %he /ualit# ) the *rduct cannt &e judged accuratel# &ecause the tuch-

and-see element is missing(

"n cnclusin nline sh**ing has the *tential t make li)e cn'enient )r

us( 8ith the increasing cst ) )uel it has &ecme e'en mre attracti'e t

ski* the mall and retail stres unless there+s a s*ecial huge sale(

15


17/21

Comparison of Retail o3erings of the Product:

R+'AI%W+BSI'+

*yntra 2e-hi

R+'AI%+R

Ree&k didas

PR1&0C'

40A%I'2

Ree&k 8men Black;ite Strike S*rts Shes$Rund ted has central

lace-u*s and l! t*st#ling( Mesh u**er !ith

s#nthetic 'erla#sstitch detailing*er)ratins )r

&reatha&ilit# multi*le&randing and rein)rcedheel cllar( Full length

#ln midsle )radditinal su**rt(

%ugh ru&&er utsle!ith e gr'es andlugs )r tractin anddura&ilit# slightl#

arched at the mid)t(8arrant#$ 3 mnths

against manu)acturingde)ects

didas &lue !men runningshes$ Features a cm)rta&le

)t &ed and *res that let #ur)eet &reathe( "ts )unctinalit#

dura&ilit# and st#le /utient is amust ha'e( ;ace u* *attern !ith

stitched detailing(

PRIC+ Rs( 1


18/21

Returns 5

Refunds

30 da#s return *lic#H:t a**lica&le n

select *rductcategriesC

Return *rducts in

riginal *acking !ithdcuments(Sel)-shi*$ Rs( 100reim&ursed i) sel)-shi**ed n return(

ick u*@nl# size echanges are

all!ed(ancelledNn-

deli'eredN;st rders-m*lete re)und

including shi**ing

charges(Re)unds$ redit accunt

!ith cash &ack(

30 da# return I#( H:ta**lica&le n select *rduct

categriesCRs( 100 re)unded in case ) return thrugh lcal curier(Return *rducts in riginal*acking !ith dcuments(

M# 8allet$ igital !allet hldscash electrnicall# !hen

re)unded )r )uture *urchases)rm De&hi registered users(

Re)und in ash r 8alletencashment all!ed u* t 30

da#s )rm re)und in M# !allet(

Shipping 5

'rac6ing

Free shi**ing !ithin"ndia n all *rducts

*urchased at its!e&site(@rder can &etracked n this link -

htt*$NN!!!(m#ntra(cmNregister(*h*Q

'ie!m#rders(@rder

deli'ered !ithin =&usiness da#s(:internatinal shi**ing(

@rders deli'ered !ithin 5&usiness da#s(@rders thrughs*eed *st deli'ered !ithin 20

&usiness da#s(@rders tracked nOM# rdersO n !e&site(Shi**ing

charges ) Rs( =5 n rders

&el! Rs( 500(

&+SIG,1$

W+BSI'+

ggregatr ) man#&rands(

Made in 9%M; usingan'as des nt useFlash as a *lat)rm(

Fashin *rtal-)ashin

trends ti*s A cntenta'aila&le t(

%his is an e-cmmerce *rtal*erated S@%; !hich runs

an nline retail stre n the8e&site(

+AS+ 1$W+BSI'+

;imited assrtmenteasier t na'igate

thrugh all *tins(ustmer ser'ice isgreat accrding t

re'ie!s(

ustmer Re'ie!s n custmerser'ice nt s great(:a'igatin is eas#(

1=


19/21

C%1SI,G1$ SA%+

urchase made( : *urchase made(

R+'AI%

W+BSI'+

7a-ong $lip6artR+'AI%+

R :ike uma

PR1&0C'

40A%I'2

Ballista "' 7re# running shes$**er material ) she made

ut ) mesh the sle is ) leather h!e'er the inner liningis nn-leather( %he shes !ere

gre# and ,ered a !arrant# ) >mnths against manu)acturing

de)ects(

uma is % "" Running Shes$"njected 6G % rch %ech

Shank and ru&&er cra)tingthese shes are the e*itme )

cm)rt and st#le(

PRIC+ Rs( 25


20/21

Shipping 5

'rac6ing

eli'er# ) mst *rducts !ithin2-5 &usiness da#s( Select*rducts take lnger 2-?

&usiness da#s-marked OSld artnerO

Shi**ing charges a**lica&le )rselect *laces(

"nternatinal shi**ing a'aila&le(@rder can &e tracked

tracking num&er sent 'ia mailand tet(

eli'er# time de*ends n$aC Seller

&C 'aila&ilit# ) *rductcC estinatin t &e shi**ed t

: hidden charges(

"nternatinal shi**ing nta'aila&le( @rder tracked

tracking num&er( %et recei'ed n the da# )

deli'er# !ith deli'er# *ersnTsname A cntact(

&+SIG,1$W+BSI'+

lean and &eauti)uldesignrrect s*elling and

grammar("mage @*timizatin$Share image Signs ) scialsharing 1( dd-ns ;"K6$ FB

%!itter;inks t trust!rth#surces( 9igh-/ualit# images

and 'isuals(Slid detailedcntent u*dated )re/uentl# )

all &rands(resence ) cmmunit# and cn'ersatin

thrugh cmments

Fli*chart+s !e&site is ne ) thet* 20 "ndian !e&sitesFli*kart isan "ndian e-cmmerce cm*an#

+AS+ 1$

W+BSI'+

6as# na'igatin(* u* discunt cu*ns(

ustmer care num&er and mail

" a'aila&le readil# n !e&site(;ads n an a'erage ) 3(?? sec

accrding t research(

6as# na'igatin(* u* discunt cu*ns(

ustmer care num&er and mail" a'aila&le readil# n !e&site(

C%1SI,G1$ SA%+

: *urchase made( : *urchase made(

'he $inal Choice

)ter much research and anal#sis ) s*rts shes &eing ,ered n the num&er )

retail !e&sites M#ntra !as the .nal chice( *urchase ) Rs(1


21/21

lthugh it !as an etra *inch in the !allet it scred )ull marks in utilit# and

st#le(

nclusin

"n cnclusin !e !ill thr! sme light n the retail industr# in "ndia( "t accunts

)r arund 14-15 *ercent ) the grss dmestic *rduct( %he "ndian retail

industr# is estimated t &e !rth arund SU 500 &illin currentl#( "ndia is hme

t the t* .'e retail markets in the !rld( She hlds immense sc*e )r gr!th

and **rtunities in this arena(

"ndia has als all!ed 'erseas in'estment in its su*ermarket sectr in

Se*tem&er 2012(%he market size is as )ll!s$

• Retail market has e*anded 10(> *ercent &et!een 2010 A 2012(

• Fd and grcer# is the largest categr# !ithin the retail sectr H>0C

• F" in!s in single &rand retail trading during *ril 200 t Iune 2013

stands at SU ( millin as *er "(

"ndia is als the !rld+s third largest "nternet user a)ter hina and the S( %hus

nline retail !e&sites ha'e !itnessed a >5 *ercent rise in trac( %hus 6-tailing

has &ecme a huge &usiness tda#(

%his re*rt has a detailed anal#sis ) the di,erent she retail stres in Ranchi

alng !ith )ur retail !e&sites( "t has hel*ed us t understand and learn a&ut

retail marketing in de*th )rm the *int ) 'ie! ) the Ft!ear "ndustr#(

20

retail finalll

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