79564

Page 1

Presented by:Sameer, Abhinandan, Shreya, Trishant, Rohit, Inamdar.

Page 2

Explore endless possibilities with

Westside

Page 3

• Story began circa 1998 when TATA acquired LITTLEWOOD’S a London based retail chain

• Acquisition was followed by establishment of Trent Ltd.

• LITTLEWOODS was subsequently renamed WESTSIDE

• WESTSIDE has carved a niche for its brand of merchandise creating a loyal following

• Has garnered numerous accolades like Indian brand summit, most admired format retail chain etc

Page 4

Contd…

• The store sizes range between 15000-30000 sq. feet.

• Annual Sales for 2010 was Rs. 543 cr.

• With net profit of Rs. 40 cr.

Page 5

Features

• Designed to be one-stop

shop for complete family.

• Offers broad product variety.

• There is huge price band.

Page 6

Westside as a “Brand”

• The name itself gives an upbeat feel.

• The stores are designed to convey this message.

Page 7

Place strategy

• Chain of stores mainly functioning in malls.

• Stores mostly located very near its competitor.

• Products distributed from Mumbai headquarter.

• Stock replenishment done mainly on Fridays.

Page 8

Place strategy Contd…

• Product availability mainly depends on the city of operations.

• Opening of exclusive store to women, keeping in mind that, women form the biggest and most loyal customer base for them.

Page 9

Product Strategy

• Has about 7-8 product category.

• Displays majorly in-house brand.

• Has tie-ups with other brands.

Page 10

Product Range-

• Men’s Wear and Accessories.• Women’s Wear and accessories.• Kid’s Wear.• Crockery and Kitchen.• Daily Necessities.• Branded Jewellery• Gift items.• Furniture.• Footwear.• Interior decoration.

Page 11

• To earn high profit margins on Private Labels Brand

• Grab the opportunities to stand out from the crowd

• International retailers using own label brands

• To control on quality of the product• To offer unique valuable product to

customers

Page 12

Page 13

Page 14

Page 15

Product Positioning

• 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-a-reasonable-price” feelings

Page 16

Division

• Women Wear– Western formals, casuals and

ethnic wear– Range had great depth– Designer clothing introduction

• 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 stud

lines

Page 17

Cont.• Mens Wear

– Formals, casuals, ethnic ,sports wear, part wear– Latest styles

• Household– Towels, bathroom sets etc– Well coordinated, allowed mix n match– New introductions each week

Page 18

Cont.

• Gift Section– Diyas , terracotta pots ,urns– Range of furniture

• Utility– In wrought iron and rope : magazine racks , stools ,

etc

Page 19

“ Fashion at affordable pricing”• Focus on 2 parameters – style and

affordability

• Total advertising spend 8% of sales

Page 20

Beyond Products

• Employees are trained on various aspects like:– Product Knowledge.– Workplace Ethics.– Communication Skills– Courteousness.

Page 21

RETAIL OUTLETSRETAIL OUTLETSStrategy Westside decided to push its own brands to

earn high margins as they had more control over the manufactures, quality and distribution.

By selling the products under Westside brand, the company was able eliminate intermediaries and hence intermediaries commission was saved that leaded to higher profits.

Problems Faced Expensive real estate: To save costs on real

estate, Westside decided to get shop-space on lease.

Difficult task to find spacious locations in showrooms in metros.

Westside adopted a free form of retail outlet also known as boutique outlet.

Strategy Westside decided to push its own brands to

earn high margins as they had more control over the manufactures, quality and distribution.

By selling the products under Westside brand, the company was able eliminate intermediaries and hence intermediaries commission was saved that leaded to higher profits.

Problems Faced Expensive real estate: To save costs on real

estate, Westside decided to get shop-space on lease.

Difficult task to find spacious locations in showrooms in metros.

Westside adopted a free form of retail outlet also known as boutique outlet.

Page 22

Contd.Contd.

StocksEach store on average stored 30,000

SKU’s of different products.Merchandise sourced from 250 exporters

from Delhi , Mumbai and Bangalore.Centralized buying for all products

except cosmetics and perfumes to avoid sales tax.

Carried 63 days of stock days.

StocksEach store on average stored 30,000

SKU’s of different products.Merchandise sourced from 250 exporters

from Delhi , Mumbai and Bangalore.Centralized buying for all products

except cosmetics and perfumes to avoid sales tax.

Carried 63 days of stock days.

Page 23

Services and Store Atmosphere

Pre-purchase services include accepting telephone & mail orders, advertising, window & interior display, fitting rooms, fashion shows.

It provides post purchase service including shipping & delivery, gift wrapping, adjustments & returns, alteration & tailoring.

It also provides ancillary services including general information , check cashing, parking, restaurants, repairs, interior decorating, credit etc.

Page 24

Customer Services and Privileges Well-designed interiors,

sprawling space, prime locations and coffee shops enhance the customers’ shopping experience.

Well-designed interiors, sprawling space, prime locations and coffee shops enhance the customers’ shopping experience.

If Customer is dissatisfied with any item they purchased, Westside would take the necessary measures to assist them.

Policy is to satisfy customers with the range, quality and value of the products .

Policy is to satisfy customers with the range, quality and value of the products .

Customers can return unused merchandise along with its receipt within 30 days; They would exchange the returned items or give a complete refund.

In the event that customer do not have the receipt , then they would offer them an exchange or provide them a gift voucher to the current or last known selling price.

In the event that customer do not have the receipt , then they would offer them an exchange or provide them a gift voucher to the current or last known selling price.

Westside have complete confidence in the quality of their merchandise however customers should have any grievances, they would be happy to address them once they are brought to our attention.

Westside have complete confidence in the quality of their merchandise however customers should have any grievances, they would be happy to address them once they are brought to our attention.

Page 25

“Shopper found dead in local store; cause of death –

boredom”

Stanley Marcus, Chairman-Emeritus, Neiman Marcus

No other variable in the retailing mix influences the consumer’s initial perceptions of a bricks & mortar retailer as much as the store itself.

The store is “where the action is” and includes such minor details as the placement of the merchandise.

Page 26

Visual Merchandising

• The artistic display of merchandise and theatrical props used as scene-setting decoration in the store

Page 27

Store Front Design

• Storefronts must:– Clearly identify the name and general nature of the

store– Give some hint as to the merchandise inside– Includes all exterior signage– In many cases includes store windows – an

advertising medium for the store – window displays should be changed often, be fun/exciting, and reflect merchandise offered inside

Page 28

Page 29

Page 30

Lighting

• Important but often overlooked element in successful store design

– Highlight merchandise

– Capture a mood

– Level of light can make a difference

Page 31

Color

• Can influence behavior

– Warm colors increase blood pressure, respiratory rate and other physiological responses – attract customers and gain attention but can also be distracting

– Cool colors are relaxing, peaceful, calm and pleasant – effective for retailers selling anxiety-causing products

Page 32

Sound & Scent

• Sound– Music viewed as valuable marketing tool

– Often customized to customer demographics

– Can use volume and tempo for crowd control

• Scent– Smell has a large impact on our emotions

– Victoria Secret, The Magic Kingdom, The Knot Shop

– Can be administered through time release atomizers or via fragrance-soaked pellets placed on light fixtures

Page 33

Promotion Strategy

Page 34

PROMOTIONAL STRATEGIESPROMOTIONAL STRATEGIES

• Two parameters: style and affordability

• External communications through advertising

• Great shopping experience• Based on theme like mix and match ,

live bands and other attractions• By giving scratch and win cards

during festive season• Advertising contract with leading

personalities• Offered CLUBWEST loyalty cards

Page 35

Page 36

Page 37

promotions and special offers through direct mailers.

Page 38

Page 39

Problems faced by Westside-

• Target customer base changed over time.

• Not much shelf-space is given to the International brands.

• Customer preferences are changing from in-house labels to international brands.

• Lesser media promotions.

Page 40

Competitors

• Pantaloons

• Ruchi’s Big life

• Maxx

• Shoppers Stop

• Globus

• Big Bazaar

• LifeStyle

Page 41

COMPETITIVE ANALYSISCOMPETITIVE ANALYSISSTORES SHOPPPE

RS STOPLIFESTYLE

WESTSIDE GLOBUS

POSITIONING EXCELLENT SHOPPING EXPERIENCE

TRENDY, YOUTHFUL & VIBRANT BRAND

STYLE &

AFFORDABILITY

EXCELLENT SHOPPING EXPERIENCE

FORMAT TYPE

MULTI- BRANDS {BRANDS & PVT LABELS}

MULTI-BRANDS

EXCLUSIVE TATA TREND GROUP ONLY

BRANDS AND PRIVATE LABELS

PITCH Shopping experience

Latest fashion Affordable Style

LATEST FASHION AND STYLE

Target Customer Affluent Customers

AffluentConsumers

Middle Class Upper Class

Page 42

Thank You