Major Project

Summer project report on

Retail Insight and competition analysis for apparel Industry

IN PARTIAL FULLFILMENT OF PGDM PROGRAMME OF BALAJI INSTITUTE

OF MANAGEMENT AND HUMAN RESOURCE DEVELOPMENT (BIMHRD)

Under the Guidance of: Submitted by-

Mr. Vishal Gaurav Deepak Shandil

(Regional Manager, North) PGDM-MARKETING Rollno HRD250

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ACKNOWLEDGEMENT

This report bears the imprint of many people. Right from the experienced staff of Arvind Brands ltd. (ARROW) to the staff of without whose support and guidance I would have not got the unique opportunity to successfully complete my internship in this esteemed organization.

I take this opportunity to express my deep gratitude to all the employees of, Arvind Brands ltd. (Arrow) Also I am indebted for the rich guidance, knowledge and suggestions provided by my guide, Mr. Ankit Kumar who took sincere efforts and helped me in carrying out my internship.

I am gratified to Mr.Vishal Gaurav for their earnest coordination owing to which, I had the leg-up of undertaking the internship at the prominent organization, Arvind Brands ltd. (ARROW).

Last but not least, I also thank all those people whom I met in the industry during my internship and helped me to accomplish my assignments in the most efficient and effective manner.

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TABLE OF CONTENTS

Sr. No.

Particulars Pg. No.

1 Company’s Certificate 2

2 Acknowledgement 3

3 Declaration 5

4 Executive Summary 6

5 Industry Profile 8

6 Company Profile 11

7 Research Objectives 16

8 Research Methodology 17

9 Retail in Practical 18

10 Footfall rate Analysis 19

11 Hourly Footfall rate analysis 21

12 Competitors Stock Report 23

13 Attribute based Perceptual Mapping 25

14 Market Share 28

15 Recommendations 29

16 Bibliography 30

17 Annexure 31

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DECLARATION

I Deepak Shandil hereby declared that this project titled “ Retail Insight

and competition analysis for apparel Industry”, is submitted to Balaji

Institute of Management and Human Resource Management as a partial

requirement for the award of Degree of PGDM, during the year 2011 –

2012.

It is the record of an original & independent study carried out by me, under

the able guidance and supervision of Mr. Vishal Gaurav, Arvind Brands

LTD. (Arrow) This project report has not been submitted earlier by me or

by anybody else for the award of any other degree in any University in

India or abroad.

Date: Signature of the Student

Place: Pune (Deepak Shandil )

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Executive Summary

There is growing competition between retail firms in post reform India.

Indian Retail Industry is standing at its point of inflexion; waiting for the

boom to take place. Retail market in India is full of brands and their outlets

adding on to cut throat competition.

Research was carried to find the competitive position of Arrow as a brand

in formal wear as well as in casual wear.

Through this report I was also able to understand, what are our Company’s

Arvind Brands ltd. (Arrow) positive and strong points, on the basis of

which we come to know what can be the basis for positioning in ours

customers mind. This project focuses on the strength areas of the company

while at the same time tries to identify the weak areas so that it can be

overcome. A comparative analysis of Arrow with other Retail Firms has

been done. I went for the field work, talked to customers and tracked their

responses about the effectiveness and efficiency of Arrow being a Formal

brand.

My job here was to analyze the footfall and gather information about

competitors stock. I have also worked as a part of sales force of the

company and sold lot of items during my stay of two months.

I have visited to many Arrow stores in Delhi. Most of the data has been

collected from the customers regarding their views about Arrow. Having

said that, a comparative study has carried out to see where Arrow stands in

the race for offering Products and services. I have been handling the profile

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of Fashion Assistant at a store. I was also a part of tele calling team. Main

focus was on calling the potential customers of Arrow and inviting more of

them to our stores. Being a fashion Assistant and doing sales for the brand

is really interesting and worth appreciating. I have concentrated on sales

and even interacting with customers to get an idea about Arrow as a formal

brand. Interaction with the customers helped to know the image of the

company in the minds of the customers and it helped me to come up with

suggestions to further improve the services of the company. I hope my

findings are useful for the company.

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INTRODUCTION

Indian Retail Industry is standing at its point of inflexion; waiting for the

boom to take place. The Indian retail industry is divided into organized and

unorganized sectors. Organized retailing refers to trading activities

undertaken by licensed retailers, that is, those who are registered for sales

tax, income tax, etc. These include the corporate-backed hypermarkets and

retail chains, and also the privately owned large retail businesses.

Unorganised retailing, on the other hand, refers to the traditional formats

of low-cost retailing, for example, the local kirana shops, owner manned

general stores, convenience stores, hand cart and pavement vendors, etc.

Growth in Retail from 1997 – 2007 -: India in 1997 allowed foreign direct

investment (FDI) in cash and carry wholesale. Then, it required

government approval. The approval requirement was relaxed, and

automatic permission was granted in 2006. Between 2000 to 2010, Indian

retail attracted about $1.8 billion in foreign direct investment, representing

a very small 1.5% of total investment flow into India. Single brand retailing

attracted 94 proposals between 2006 and 2010, of which 57 were

approved and implemented. For a country of 1.2 billion people, this is a

very small number.

Growth in retail 2011 onwards: - Organized retailing has become more

popular in big cities in India and most of the metropolitan cities and other

big cities are flooded by modern organized retail stores. Many semi rural

areas have also witnessed entry of such organized retail outlets. Indian

retail sector is estimated to touch US$ 833 billion by 2013 and US$ 1.3

trillion by 2018, with CAGR of 10%, which is quite lucrative. Organized

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retail market in India is expected to reach US$ 50 Billion mark by 2011.

Number of shopping malls is expected to increase at a CAGR of more than

18.9% by 2015. Retail sector in India adds on to 10% of the GDP and also it

employs almost 8% of India’s employable population.

Indian Apparel Industry: - The size of the Indian apparel market has

increased from USD 17,803 million in 2003 onwards to USD 32,458 million

in 2011 at a CAGR of 10.5%. During 2007-2009, the industry registered a

double digit growth rate. Individuals have become more conscious

regarding their outerwear and are willing to spend more on the apparels.

Over the years the expenditure has increased from USD 16.2 in 2003 to

USD 27.2 in 2009, registering a CAGR of 9.0%. Menswear was the largest

segment with a market share of 43.1% and the value of USD 13,974 million.

Out of the total apparel market of USD 32,458 million, Women’s wear

commands a market share of 37.5% followed by Kids wear boys with

10.2% and Kids wear girls with 9.2%

In the study, among 24 popular locations for organized retail in India,

Mumbai was found to be the most preferred location as 7% of the

respondent companies reported to have retail stores/ outlets in Mumbai,

and 6.5% respondents had stores/outlets in Bangalore. Nonetheless, the

northern region is also popular among these companies as 35.6% of the

companies denoted their preference to have their retail stores in the

northern region. This region has been riding high on the success of the IT

and ITeS-BPO companies operating in the region, especially the NCR that

has witnessed a spurt in the development of shopping malls, which appears

as the primary reason for the region’s increasing preference among

retailers.

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Need of Retailing: - Retail had played an important role in distribution

from ages. This part of distribution ensures that products of manufacturer

reach to its end users effectively and efficiently. It provides wide choice to

its customer as retailer is the best person who can anticipate the need of

customers. Also it takes care of the quantity, since customers do not seek

bulk orders; they need in small number which is ensured by retailer.

Sometimes retailer also ensures credit facility and they also assure regular

supply of goods.

There is no universally accepted distribution network, however flowchart

mentioned above is an ideal channel network which can be found across

organizations. The above Flowchart also describes the importance of

retailing. It clearly signifies that retailing is the closest point of exchange

available to customer. Thus, for a company which indulges into this part of

distribution network it should be a priority. The market intermediaries

play an important role in the development of market by providing different

types of services.

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Manufacturer Distributor Retailer Customer

Arvind Brands ltd : Profile

Arvind Ltd is the largest cotton textiles manufacturer and exporter in

India. They are the leading player in the branded garments in the

domestic market. The company's principal business consists of

manufacturing and marketing of Denim Fabric, Shirting Fabric, Shrits,

Knitted Fabric and Garments. The company having the rights to market

international brands such as Lee, wrangler, Arrow and Tommy Hilfiger

in India. The company has also owns popular brands such as Newport,

Flying Machine, Excalibre and Ruf & Tuf. They are having their

production facilities at Ahmedabad, Mehsana, Gandhinagar in Gujarat,

Pune in Maharashtra and Bangalore in Karnataka. Arvind Ltd was

incorporated in the year 1931 as Arvind Mills Ltd by three brothers

Kasturbhai, Narottambhai and Chimanbhai. In the year 1934, they

established themselves amongst the foremost textile units in the

country. They are first company to bring globally accepted fabrics such

as Denim, yarn dyed shriting fabrics & wrinkle free gaberdines to India

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in the year 1986. In the year 1987, they started retail outlets for 'Arrow'

brand and became the first company to bring international shrit brand

'Arrow' to India. The company joint venture includes their echnical and

marketing alliance with F M Hammerie Von-Ogensver Waltungs, Austria,

the US based Alamac Knit Fabrics & Spinners and Webexi Dict Turt,

Switzerland. Arvind Mills in 1985 has diversified into electronics by

setting up a plant to manufacture electronic telephone exchanges

(EPABX). They also entered into marketing pharmaceutical products

and B&W and colour television sets under the name Pyramid. During the

year 2001-02, the compnay increased the number of Spindles and

Stitching Machines by 2036 Nos and 38 Nos respectively. In the next

year, they further increased the number of Stitching machines by 7 Nos.

During the year 2003-04, the company expanded their shirts

manufacturing capacity from 2.4 million pieces to 4.8 million pieces per

annum. During the same year, their subsidiary company, Arvind

Spinning Ltd commenced their operation. In March 2005, the company

commenced their operations of producing Jeans Pant in Bangalore with

the installed capacity of 4 million Pcs per annum. During the year 2005-

06, new Denim collection was launched which was aimed at the Super

Premium brands of the USA, Europe, Japan & Korea. The response to this

collection was good and they have opened new venues for the Denim

division. The company demerged and transfered the Garments Business

Division of their 100% subsidiary company, Arvind Brands Ltd and

amalgamate Arvind Fashions Ltd, a 100% subsidiary of Arvind Brands

Ltd with themselves with effect from April 1, 2006. Also The company

has a joint venture company namely Arvind Murjani Brand Pvt Ltd,

through which they hold license to sell Tommy Hilfiger brand apparel in

India. The operations of Arvind Brands Limited and their subsidiaries

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were merged with the Company with effect from April 1, 2006. The

wholesale branded apparel business of Arvind Fashions Ltd has been

sold to VF Arvind Brands Pvt Ltd with effect from August 31, 2006. In

March 2008, the company signed a exclusive license agreement with

The Philips-Van Heusen Corporation for designing, distribution and

reatiling of IZOD brand apparels in India. From May 2008, the company

name was changed from Arvind Mills Ltd to Arvind Ltd.

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Arrow: - an overview

Since 1851, Cluett, Peabody & Co., Inc. (a subsidiary of PVH) and its

predecessors have been producing shirts for the American man. Since its

introduction in 1885, Cluett’s ARROW brand has been a cornerstone in the

American men’s dress shirt business, defining authentic American style.

ARROW commands extraordinary brand recognition for its fashionable yet

functional apparel, and consistently ranks in the top 50 in consumer brand

awareness in the United States.

Today’s ARROW shirt began as the once revolutionary idea that a collar

could detach from its shirt, giving women an easier way to clean their

husbands’ stained shirt collars without laundering the entire shirt. From

this idea, born by Mrs. Hannah Montague in her home in Troy, NY, grew an

internationally acclaimed dress shirt brand. Today, ARROW is licensed in

55 countries and offers a broad assortment of men’s, women’s, and

children’s apparel and apparel-related products. The brand’s look and

appeal reflect a youthfulness and optimism that embody the American

spirit.

With a heritage dating back to 1851, Cluett, Peabody & Co., Inc. is

celebrating its 160th anniversary of selling superior quality apparel. In

1820, Mrs. Hannah Montague created the first detachable shirt collar in her

home in Troy, NY as a way of cleaning her husband’s collar without

laundering the entire shirt. In 1851, Ebenezer Brown recognized the

possibilities in the detachable collar industry and began manufacturing

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collars in the back of his general store in Troy and the predecessor to the

original Cluett, Peabody & Co., Inc. was born. This modest beginning would

eventually lead to the introduction of the ARROW brand in 1885 as a

pioneer in men’s fashion.

Arrow: - In India

Arvind Clothing Ltd., a subsidiary of Arvind Brands Ltd., a member of the

Ahmedabad-based Lalbhai Group, signed up with the 150-year old Arrow

Company, a division of Cluett Peabody & Co. Inc., U.S., for licensed

manufacture of Arrow shirts in India. Arrow's first plant, with a 55,000 sq.

ft. area and capacity to make 3,000 to 4,000 shirts a day, was established at

Bangalore in 1993 with an investment of Rs. 18 crores. The over two-

dozen quality check points during the conversion of fabric to finished shirt

was unique to the industry at that point of time. It is among the very few

plants in the world that makes shirts with 2 ply 140s and 3 ply 100s cotton

fabrics using 16 to 18 stitches per inch. The reputation of this plant has

spread far and wide and now it is loaded mostly with export orders from

renowned global brands such as GAP, Next, Espiri and the like.

In fact, the demand pressure from global brands which want to outsource

from Arvind Clothing Ltd. is so great that the company has had to set up

another large factory for export jobs on the outskirts of Bangalore.

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RESEARCH OBJECTIVES

Our research study has two objectives:-

PRIMARY OBJECTIVE: To study about the competitive position of

Arrow as a brand in Competitive apparel Market.

SECONDARY OBJECTIVE: -

1. To know about the customers footfall in different locations.

2. To study about the effectiveness & efficiency of Arrow in

relation to its competitors.

3. To know the market Share of Arrow in competitive market.

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Research Methodology

Sampling design

Types of sampling

Convenience Sampling

Research Approach

Descriptive approach

Techniques to be used in research approach

Survey and interview

Sampling Unit

Questionnaire

In this project Questionnaire is used as the research instrument. These questionnaires include Close Ended as well as Open Ended questions. The questionnaire is attached at the end of Annexure.

Data collection

Primary Data Collection

Structured questionnaire for the customer.

Secondary data collection

Web-sites

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Retail in Practical

Note: - Above chart states different concepts practiced in retail. Concepts

highlighted are the ones which I came across during my stay of 2 months. I

would also like to know about the remaining ones; however, due to time

constraint it was not possible for me to cover all of them.

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RetailSupply Chain Visual MerchandisingPromotionsEnd of Season salesFootfall

RetailTargetsSalesKeeping StockRole of ITReportingCustomer service

RetailFinding Key Store LocationReplinishmentStore operationsCompeting Brandscustomer loyalty programs

Footfall Rate analysis

It is a key factor while choosing a location of a store; however, lot depends

upon the footfall at a location. Store should operate at a place where

footfall is high. Higher will be the footfall higher will be the chances of

conversion and higher will be sales leading to higher profits. Generally

footfall is high at places like malls or in markets which are in existence for a

very long time. While analyzing the footfall an organization must keep the

track of the clients coming in because footfall can be higher at number of

places but the category of customers do matter end of the day.

Footfall rate analysis across Arrow Stores in June

Stores Cannaught

place store

SouthX

Store

Ambience

Mall Store

JankakPuri

Store

Shipra mall

Store

Total no. of

Walk-ins 450 82 170 39 69

Conversion

by head count 17.77% 36.58% 17.64% 28.20% 17.39%

Conversion

by footfall 29.09% 50.84% 25.40% 47.82% 25.53%

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Note: - Above table shows conversion rates across all the Arrow store in June 2012

Conclusion:-

Foot fall rate has drastically come down in comparison to the month

of May. Conversion rate across the entire stores in May was 60 to 70

percent, however, June it has shown a downfall and has reached to 30

percent on an average.

Walk-ins at CP store are high, but conversion rate is not so good since

it is market for masses it attract people but conversion are still very

less.

Foot fall suddenly increases after 5:00PM at all the stores.

Week offs are the days when footfall is at its peak. On an average it

shows an increase of 5% in footfall from normal days.

Janakpuri and Noida store has lowest footfall among all the stores.

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Hourly Footfall rate analysis across Arrow Stores

Note: - Above table shows footfall rates at different arrow stores in June 2012. Numbers

mentioned in Black are the number of walk-ins and numbers mentioned in blue are actual

customers converted. Boxes highlighted with color represent the time slot in which

conversions were highest in a particular store.

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Stores 10:00AM-

12:00PM

12:00PM-

3:00PM

3:00PM-

6:00PM

6:00PM-

9:00PM

Conversion

in

percentage

Cannaught

place

store

Meeting

Meeting

41

8

58

11

55

11

20.12%

Ambience

Mall Store

4

0

15

4

24

4

24

3

16.41%

Southx

Store

0

0

15

3

22

9

35

11

31.94%

Janakpuri

Store

1

0

3

0

8

2

9

3

23.80%

Noida sec

18 Store

0

0

0

0

6

1

19

5

24%

Shipra

Mall Store

3

2

11

4

19

1

16

3

20.40%

Conclusion:-

It can be noticed that most of the stores get to see more number of

customers during 6:00PM to 9:00PM in the evening.

It was also noticed that lowest footfall was between 10:00AM to

12:00PM. Probably the reason is the morning time when people are

busy in office and daily chaos.

All the stores get highest number of conversions during 6:00PM to

9:00PM.

Shipra and Ambience mall stores show a different trend in terms of

conversion. Conversion rates were high during day time. Reason

could be the society’s and offices around these areas which attracts

people during day time.

Noida and Janakpuri stores sometimes find it hard to see even a

single customer in an hour, which impact their performance.

Southx has the highest conversion rate and credit goes to the loyal

customers who visit 8 year old store regularly.

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Competitor’s Stock Report

A detailed research was carried out to find out current stock in hand detail

with competitors. Research was carried in both casuals and formal wear.

This report will enable us to know the exact units available in different

categories. More than that report also provides details about number of

style codes available and price range of different items as well. Brands who

were surveyed and researched are Louis Phillips and Van Heusen in

Formals in formal category and US Polo and Allen Solly in Casuals.

Note: - Above chart shows the brands on which the research was carried out.

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FormaLWear

Louis PhillipsVan

Heusen

CasualWear

Allen Solly

US Polo

Conclusion: - (Refer annexure 2A -2D)

In formal segment Van Heusen and Louis Phillips were surveyed.

Both of them had a good stock and it was well organized.

Louis Phillips price ranges from 1599-8000(in Rs). Louis Phillips

concentrates on a segment of people who are working and need

formals Monday to Friday.

Louis Phillips also has a premium collection called Luxury which

costs from 3500 to 8000 (in Rs). On an average they had 10-15

options in each category.

Van Heusen target people who want to look more professional. They

also have premium collections like Pearl and Heritage which ranges

from 4000 t0 7000 (in Rs). They provide lot of variety in checks when

it comes to half sleeves shirts.

Van Heusen is more organized in keeping its stock and one can easily

find out the entire items kept in the store for display.

When it comes to casual wear Allen Solly has a lot better stock then

Us Polo. Allen Solly is focused on Monday to Friday casual wear and

they also have premium collections like Podigy and Celebration.

US Polo is a low cost brand as compared to Allen Solly and does have

a limited variety as compared to Allen Solly.

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Attribute based perceptual Mapping

Perceptual Mapping helps you to find Unique Selling Preposition (USP). It

also tells what can be the possible Unique Selling Prepositions and also if

we have any chance or scope of introducing new product. It helps in finding

out how brand is perceived by customers on various attributes. The

average factor scores for each brand that is retail stores in this case will be

considered as co-ordinates of brands in perceptual map.

Points representing attributes will be joined by arrows starting from origin

of the graph. Arrows indicate the attributes used by the respondents in

evaluating the brands. Favorable opinion on the brand will be direction of

the arrow whereas unfavorable opinion will be on the opposite direction of

the arrow.

A research was carried out on 5 brands to prepare a perceptual map. Map

will allow us to understand market gaps and brand perceptions of

customers. It will also help us to know what are the strong points for a

brand and where is it lacking. Map will also put across different brand

positioning and their USP. Brands considered for this perceptual map were

Arrow, Louis Phillips, Zodiac, Black Berrys and Van Heusen.

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Customers were asked to rate these brands on 5 attributes. Those 5

attributes were Quality, Brand Image, Comfort, Service and Variety. Survey

was conducted through a questioner with 32 respondents.

Perceptual Map

Note: - Above perceptual map shows different brands and their perceptions in the mind of

customers. Data was collected using questionnaire at different locations.

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Conclusion: - (Refer Annexure 3a-3b)

Map put clear picture about all the brands including Arrow. Based on

the responses of respondents it was noticed that Arrow is considered

to be a brand with high degree of quality and service.

However, it was not rated so good on Brand Image and comfort.

Louis Phillips and Van Heusen were rated very high on these

attributes. Also Arrow was rated low on Variety.

There are some gaps available in market where Arrow can approach

and can make those gaps useful.

Arrow should try to come up with Variety as there is not too much

competition and people do ask for variety.

Arrow should also try to build on Brand Image. For sustaining in long

run Arrow must build a strong brand image.

Service and quality are two attributes where arrow is strong and

must focus on them to create a USP in customers mind.

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Market Share (Refer annexure 3a)

A model was used to find out market share of Arrow and other brands.

Based on the data gathered by questionnaire market share was found. This

model is known as “Share of Wallet”. Respondents were asked to rate 5

brands. Based on the responses market share was calculated. This method

is also called “Estimated Purchase Probability ratio”. This model is based

on a probability of a purchase by a customer.

Market Share of five major brands is as follows:-

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26.06%

25.58%21.41%

13.73%

13.13%

Market Shares

Louis PhillipsArrowVan HeusenZodiacBlack Berrys

Note: - Above table shows market shares of different brands. It can be noticed that Louis

Phillips tops the table followed by Arrow and Van Heusen.

Recommendations Arrow being a good brand should build on service and quality to

create a differentiator. There are lots of areas where Arrow need to work hard. Brand Image,

Variety and Comfort are some of the areas where Arrow as a brand needs to work a lot.

Stock is a real problem with Arrow. It takes lot of time for replenishment. It was observed that lot of customers were lost due to unavailability of sizes. It is a major problem which needs an attention from the management.

During sale store is packed with lot of stock which is again a problem since it is hard to display everything and lot of stock remains unnoticed.

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Also Company should go for advertisements which will attract masses.

Also associations with starts or personalities whom people follow can help the brand. New York collection was one such initiative and company should look for many more.

Women section has really contributed to total sale and more emphasis should be given to increase sales from this section.

BIBLIOGRAPHY

www . g o o g le . com

www . w i k e p e d i a. com

WWW.arvindmills.com

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Annexure (1a)QUESTIONNAIRE

Dear

Customer,

As a Management Trainee currently working with Edelweiss Broking I want to

thank you for giving us the opportunity to serve you. Please help us serve you

better by taking a couple of minutes to tell us about the service that you have

received so far. We appreciate your business and want to make sure we meet your

expectations.

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………………………………………………………………………………………………………………………

Q.1Name _________________________________________________________

Q.2 Do you prefer wearing formal clothes?

(a)Yes (b)No

Q.3 Which brand you prefer?

(a) Van Heusen (b) Louis Philips (c) Zodiac (e) Arrow (f) Black Berrys

Q.4 Rate the following brands on your preference from 1 to 10 where, 1 means poor and 10 means excellent:-

Quality Variety Service Brand Comfort

Van Heusen …. … ……… ……….. .......... ………

Louis Philips ……... ……… ……….. ……… ……….

Arrow ……… ……… ………. ………. ……….

Zodiac ……… ..……. ………. ………. ………

Black Berrys ……… ..……. ………. ………. ………

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Q.5 Please rank these brands from 1 to 5, where 1 means best and 5 means poor:-

Van Heusen ………..

Louis Philips ………...

Arrow …………

Zodiac ……….

Black Berrys ………….

Annexure (2a)

Van HeusenCategory   Product

No of Styles

No of Colors

No of options

Price Band

                          MEN'S SHIRT'S Solid H/s 5 3 15 1599-2400    Solid L/s 4 3 12  

    Striper H/s 13&

7 2&

1 33      Striper L/s 12 3 36  

    Check H/s 3&1

0 2&

1 16  

    Check L/s 5&1

3 1&

4 57 1499-2800             

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                            TROUSER'S Flat Front's- Slim Fit 7 2 14 1599-2599    Flat Front's- Regular Fit 4 4 16      Flat Front's- Tapered Fit 6 4 24                   Pleated- Slim Fit _ _ _ _    Pleated- Regular Fit _ _ _ _    Pleated- Tapered Fit _ _ _ _                          

 Any other Category          

Note: - Above form provides information about stock maintained by Van Heusen during

June 2012.

Annexure (2b)

Category   ProductNo of Styles

No of Colors

No of options

Price Band

MEN’S SHIRT’S Solid H/s 1&1 1&6 71599-2799

    Solid L/s 1 7 7    Striper H/s 9 1 9    Striper L/s 15 1 15    Check H/s 12 3 36

    Check L/s 5 1 51399-4000

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  TROUSER’S Flat Front’s- Slim Fit 5 4 201599-2499

    Flat Front’s- Regular Fit 4 4 16    Flat Front’s- Tapered Fit 4 3 12         Pleated- Slim Fit _ _ _ _

    Pleated- Regular Fit 1 5 51699-5000

    Pleated- Tapered Fit _ _ _                          

 Any other Category          

Louis Phillips

Note: - Above form provides information about the stock available with Louis Phillips when research was carried.

Annexure (2c)

Allen Solly

ProductNo. of styles

No of colors

No of options Price brand

Men's T-shirt's Knits Round neck S/S 6 2 10 699-1999 Polo SS-print 1 2 2 Polo SS-Solid S/L L/S 1 7 7

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T-shirts Flat Knits Round Neck S/S Polo SS -Pattern 1 7 7 Polo SS-Solid S/L Shirts - Woven S/S Shirts 1299-1899 Solids Stripers 4 4 16 Checks 6 3 18 Prints L/S Shirts Solids 1 3 3 1499-4499 Stripers 12 4 48 Checks 35 3 105 Prints 4 1 4

Bottoms Non-Denim

Slim Fit 4 1 4 1599-3799 Straight Fit 2 10 20 Boot Cut Bottoms Denim Slim Fit 1 4 4 1699-2999 Straight Fit 1 3 3 Boot Cut

ProductNo. of styles

No of colors

No of options Price brand

Men's T-shirt's Knits Round neck S/S 5 2 10 799-999 Polo SS-print 1 10 10 T-shirts Flat Knits Round Neck S/S Polo SS -Pattern 10 2 20 999-1499 Polo SS-Solid S/L Shirts - Woven S/S Shirts 1699-2199 Solids Stripers Checks 9 1 9 Prints L/S Shirts 14992499 Solids 8 2 16 Stripers 10 2 20

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Checks 15 2 30 Prints Bottoms Non-Denim Slim Fit Straight Fit Boot Cut Tapered 1 8 8 1899-2249 Bottoms Denim Slim Fit Straight Fit 1 4 4 1899-2999 Boot Cut Skinny Fit Short's Solid 1 3 3 1699-2099 Check 3 1 3 Print

Annexure (2d)

US Polo

Note: - Above sheet shows the stock available with US Polo when the store was visited.

Annexure (3a)

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Note: - Above Graph shows different brands on service attribute. It clearly shows that Arrow is considered better in service as compared to other brands. Similarly it can be done for all the attributes.

Annexure (3b)

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Note: - Above Graph shows different brands on service attribute. It clearly shows that Louis Phillips and Van Heusen are considered better in Comfort as compared to other brands.

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Annexure (4a)

Estimated Purchase Probability ratio Model

[1-avg rating for a brand/no. of brands+1] * [2/no. of brands]

Note: - Sum of all the market shares should be 1.

Brand Name Market ShareLouis Phillips 26.06%

Arrow 25.85%

Van Heusen 21.41%

Zodiac 13.13%

Black Berrys 13.73%

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