upcoming retail brand marketing

8/13/2019 Upcoming Retail Brand Marketing

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COMPETITOR ANALYSIS FOR AN

UPCOMING MULTI BRAND

FASHION RETAIL STORE

BY:

Victor M Datta


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Ascertain the competitors positioning and value proposition in the market and

in consumer perception

Understand the assortment breadth/depth in terms of the major items, styles,

colors, sizes and brands stocked

Determining the Price points of different ategories

Determining the Promotion !i" used by the ompetitors

#o find out the human resource allocation plan $ith a vie$ to understand

remuneration and incentives

OBJECTIVE OF THE PROJECT


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Time constraint- #he operational period of the project did not match $ith the

promotional schemes and offers of the stores under study%

#he issues considered confidentialby the store authorities $ere not revealed

because of $hich $e could not gain access to several data and information $hich

$e considered vital for the betterment of the project%

#he Project does not delve into financial aspects of retailing such as &'(,

(nventory turns, &eturn per )*uare feet % (t focuses clearly on marketing and

merchandising elements only%

IMIT!TIO"# OF THE PROJECT


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COMPETITOR !RR!Y

Met$odolo%&

)#+P - Defining the industry . scope and nature of the industry

)#+P - Determining the competitors

)#+P 0- Determining the 'e& s(ccess factorspresent in the industry

)#+P 1- Determining ustomer preferences and e"pectations


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#TEP ): DEFI"I"* THE I"D+#TRY

Format T&,e: !ulti. 2rand 3ashion &etail )tore

Merc$andise Mi: comprising of 045 private labels and 645 7ational and

(nternational 2rands%

Retail #,ace: 04,444 s*%ft appro"% 80 floors9

Man,o.er: 2ack.end- 4 appro"%

3ront.end- :/floor appro"

Tar%eted C(stomer Profile:3ashion conscious consumers in

)+ A and 2%


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#TEP /: DETERMI"I"* THE COMPETITOR#

#HOPPER# #TOP IFE#TYE 0E#T#IDE

PO#ITIO"I"* +"cellent shopping

e"perience

trendy, youthful and

vibrant brand

)tyle and

Affordability

FORM!T TYPE !ultibrand 8brands

and private labels9

!ultibrand 8brands

and private labels9

+"clusive #ata

#rent ;roup 8only

private labels9

PITCH )hopping

e"perience


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#TEP /: DETERMI"I"* THE COMPETITOR#


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)#+P 0- D+#+&!(7(7; #=+ 1EY #+CCE##

F!CTOR#

T h e C o m p e t i t o r A n a ly s i s i s b e i n g d o n e w ith r e s p e c t t o t h e f o l lo w in g

k e y p a r a m e t e r s o r 5 P s :

I .

POSITIONING

I I . PRODUCT

I I I . PR ICE

IV. PROMOTION

V. PEOPLE


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I2 PO#ITIO"I"*


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0$en t$etarted3

>> in !umbai >>> in hennai >>? in 2angalore

Ho. t$etarted3

#he &ahejas had aproperty $hich they$anted to makecommercially viable%

ifest&leis part of the


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#HOPPER#5 #TOP IFE#TYE 0E#T#IDE

0$at t$e&

did3

C )tarted its >1- FirstCiti8en Card

C 3irst itizen memberbase is,44,4448appro"9%

C ontribution to sales.5

C )tarted its loyalty

Program in Ean 44- T$eInner Circle

C #he (nner ircle has austomer base of6:4,4448appro"9%


C )tarted its loyalty

program in !ay, 44-lub$est

C lub$est has austomer base of:4,4448appro"9 in=yderabad


PresentPositionin%

urrently operating 1stores

urrently operating 0stores

C urrently operating >stores

C )tyle and reasonableprices, supported by*uality


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PRE#E"T PO#ITIO"I"* OF #HOPPER# #TOP

!r% Ajay @elkar, ustomer are Associate and )enior !arketing !anager,

)hoppersF )top9 In o(r ,resent cam,ai%n9 .e $a7e s$ifted o(r ,ositionin%

from foc(sin% on retail s,ace to t$e mind s,ace of o(r cons(mers2


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F!C!DE


COMP!RI#O" OF V!RIO+# P!R!METER#


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Trial Room !ore in no%!irrors on sidesG )ize of

mirrors smaller!irrors not aligned from

edge to edge due to $hichthe size seems smalleralthough it is bigger than

that of lifestyle

!ore than that ofestside but lesser that of)hoppers )top

!irrors on three sidesaligned from edge to edge$hich makes it look spacious


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A Hent outside the trial room I

hooks

A Hent inside the trial room entralised A


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#tore!m6ience

-ell designed,beautiful and air.conditioned ambience

-;ives a classy royalfeeling, rounddecorative staircase inthe center of the store

-ell designed,beautiful ambience

-A not sufficient as per the footfalls in the store

-ell.designed interiors,

spra$ling space and air.conditioned ambience

-;ives an energetic,youthful effect

-Use of electronic media to intensify the effect-)ofas provided for the

comfort of the customer

#taircase

COMP!RI#O" OF V!RIO+# P!R!METER#


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=uge mirrors

at the

accessory

segment

apsule


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#HOPPER#5#TOP

IFE#TYE 0E#T#IDE

!isle #,ace -!a"imum aisle spacefor convenient

movement of bothcustomers and )A8during stockreplenishment9

.)ufficient aisle space forconvenient movement

of both customers and)A 8during stockreplenishment9

-luttered arrangementof merchandise and

less aisle space-Arrangement of

merchandise in acircular format to give an

attractive display

Centre !isle


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!isle s,ace 6et.een different sections



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#HOPPER#5#TOP

IFE#TYE 0E#T#IDE

0all andCeilin%sTet(res and

colors

-


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#i%na%e

-

)ale signages in greencolor 8less prominent9-'ther signages in black

and $hite-)ignages depicting

styles and size notproperly arranged

-


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COMP!RI#O" OF PO#ITIO"I"* EEME"T#

P!R!METER#

#CORE

E;CE #HEET


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4

1

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OVER! COMP!RI#O" OF PO#ITIO"I"* #TR!TE*Y

TOT! #CORE

E;CE #HEET


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II2 PROD+CT


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(t is noted that in most of the categories the no% of style options available in


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Private label in )hoppers )top and


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(nner$ear $as mostly available in sets%

!ore of singles counts are used for sport/casual $ear shirts across all the brands

After cotton/ cotton mi" 8459 Polynosic 859 trousers $ere predominantly presentin )hoppers )top and


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Presence of only Private


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)tyle options available in


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#here is a dominance of the blue and pink colors%

Party $ear frocks present $ere constructed by material poly.cotton, poly.

viscose and other synthetic blends%

ider options are available for smaller sizes8smaller age group9%

1ID5# 0E!R OB#ERV!TIO"#

!##ORTME"T P!"


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FOOT0E!R5# 0E!R OB#ERV!TIO"#


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III2 PRICE


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*E"ER! OB#ERV!TIO"#

Price.points of lifestyle and )hoppers )top are almost head.on.headG e"cept

% !ens Eacket% omens slippers

0% omens )ports )hoes

#he price point of estside is prominently lo$ as it comprises only of Private


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ME"5# 0E!R OB#ERV!TIO"#

!a"imum options $ere present in the price.point >> for both )hoppers

)top and >%

=ighest price.point for )uits and Eackets $as present at )hoppers )top at

1>>%

!##ORTME"T P!"


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7o distinct price.points for private label and 7ational 2rands in )hoppers )top

as $ell as


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@urtas $ith Jolks 8priced at :1>9 $ere present in >9 $ere present in estside and not in )hoppers)top and >9 $ere present in estside and not in

)hoppers )top and >9 $ere present in )hoppers )top and not in


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1ID5# 0E!R OB#ERV!TIO"#

!a"imum options $ere present in the price.point 0>> for both )hoppers

)top and >%

!a"imum options $ere present in the price.point >> for both )hoppers

)top and >%

2asic products of


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> for omens

asual )hoes%

;aps e"ist in Price point of @ids 3oot$ear in


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IV2 PROMOTIO"


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IV. PR OM OTION :S H O PPE R S S TO P

E"D OF #E!#O" #!E


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S A L E P ! " ! T #! $ %& S E ! ' E (

C ! L !

S A L E P ! " ! T # ! $ %& S E ! '

) E E $ C ! L !

T E " P ! A * ) A T E " A ( E ( & # $ ) T + E

IV. PROMOTION: S HOPPERSSTOP


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" E C + A $ ( # S ES T A C , E ( A $ (

( & " P E ( ( & # $ )

T + E S A L E


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E - T E $ S #. E & S A ) E ! '

S #) $ A ) E S ( & #$ )S A L E #$ ) E E $ A $ (

! A $ ) E C ! L ! T!

+ # ) + L #) + T T +

( # S C ! & $ T


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S #) $ A ) E S & S E ( T !

+ # ) L #) + T A T T A C T #. E

( E A L S ! ' ' E E ( ! $

$ A T #! $ A L / A $ ( S


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0 E L L %, $ ! 0 $ / A $ ( S / E #$ ) P ! " ! T E ( T + ! & ) +

0 #$ ( ! 0 ( # S P L A *

0I"DO0 DI#P!Y


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0 E L L %, $ ! 0 $ / A $ ( S / E #$ ) P ! " ! T E ( T + ! & ) +

0 #$ ( ! 0 ( #S P L A *

0I"DO0 DI#P!Y


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THEME B!#ED PROMOTIO"

#=+!+. THI"1 *REE" #=+!+. REFRE#H>


49/85

END OF SEASON SALEd e p ic t e d o n a b r ig h t r e d b a c k g r o 1 n d a lo n g w ith t h es a l e p e r io d d 1 r a t io n a s w e l l a s m a in t a in i n g it s p o s i tio n o f b e i n g a fa s h io n a b le

s t o r e 2 2

IV. PROMOTION:LIFESTYLE


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0I"DO0 DI#P!Y PROMOTIO" reflecting the youth spirit and

their vibrant lifestyle


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Premium 2rands 2eing Promoted #hrough 0I"DO0 DI#P!Y


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/ r a n d $ a m e P r o m o t io n ! f S t o re ! n WINDOWDISPLAY


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IV PROMOTIO"


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7e$spaper Ad and in.store sales

promotion $ith e"tensive use of red color

to attract customer focus

IV2 PROMOTIO":

0E#T#IDE

E"D OF #E!#O" #!E

IV PROMOTIO" 0E#T#IDE


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PROMOTIO" D+RI"* DIFFERE"T #E!#O"#

B)tay stylish this monsoon $ith $estside Euly, 446

B2uy , get free offer on kids$earM

2ack to ollege offer on Jouth ear

Eungle )afari promotion offer on kids stuff

3lirt $ith 3lorals this summer

IV2 PROMOTIO": 0E#T#IDE


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)pecial promotion for stock

completion

Promotion of (nfant trolley $ith )oft#oy

)ignages denoting various dept%

Promotion by means of Hinyl

posters and manne*uins

Use of 2anners for promotion

I"-#TORE PROMOTIO"#


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COMP!RI#O" OF PROMOTIO" EEME"T#

P!R!METER#

#CORE

E;CE #HEET


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V2 PEOPE


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C#! intensit& Per brand 0 )As Per brand )A Per segment 0.1 )As

C#! Ca,a6ilit&

)trong @no$ledge base

Proper training for 0 months

at the time of joining

;ood P& and communication

skills

ell groomed and emphasizeon customer satisfaction

7o direct recruitment for

senior )As% Euniors are

promoted as seniors based

on their performance

)trong @no$ledge base

Proper training for months

at the time of joining

;ood P& and communication

skills

&ecruitment as per their*ualification and e"perience

Nualification.;raduates as

seniors )As and 4O as

junior )As

2asic @no$ledge of the

particular segment

Proper training for

months at the time of

joining

;ood P& andcommunication skills

Rem(neration

#tr(ct(re and

Incenti7e

#c$emes

th pass. 14448gross9

;raduates.444.?444 8gross9

(ncentives on the basis of sale%

)enior )A. 444.?444 8gross9

Eunior )A. 1444.?444 8gross9

(ncentives on the basis of sale%

;ross salary. 44/.

(n =and. :1/.

(ncentives on the basis of

sale%

#TEP


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#HOPPER#? #TOP #+RVEY

P!R!METER#

"O2 OF RE#PO"DE"T#

#TEP


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1

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IFE#TYE #+RVEY

P!R!METER#

"O2 OF RE#PO"DE"T#

#TEP


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0E#T#IDE #+RVEY

P!R!METER#

"O2 OF RE#PO"DE"T#

#TEP


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A+E#TIO""!IRE !"!Y#I#

Positionin% related

4

1

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C+#TOMER PERCEPTIO" OF THE #TORE#

P!R!METER#

#CORE

4

1

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OVER! #CORE

RET!I #TORE#

TOT! #CORE

#TEP


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TIME #PE"T O" #HOPPI"*

4

:

04

1:

4

6:

>4

4:

4

0:

:4

OY!TY PRO*R!M !0!RE"E##

OY!TY C!RD

#IE #ET

#TEP


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P(rc$ase Determinin% Factor

!ttri6(tes

Points


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MERCH!"DI#E COECTIO" !"!Y#I#

DEP!RTME"T#

POI"T#


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PREFERE"CE OF P+RCH!#E

C!TE*ORY

Points


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#TEP


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R!TIO OF M!EFEM!E

DEMO*R!PHIC

DET!I#4

1

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!*E *RO+P OF RE#PO"DE"T#

4

1

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"+! I"COME OF RE#PO"DE"

PREFERE"CE# @ E;PECT!TIO"#

S + ! P P E

S S T ! P)='PP(7;+P+&(+7+


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L # ' E S T *

L E

0 E S T S #

( E

#

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