Project Report on Lifestyle

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Consumer Behaviour

Project Report On

Lifestyle International

(P) Ltd

Submitted To: Dr. Sanjeev Kumar K.M.

Lifestyle is a well-defined retail concept that imbibes

the essence of a woman. It offers a wide range of

exclusive products that celebrate the free spirit of

todays woman.

Arshita

4/30/2010

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INTRODUCTION

Lifestyle is a well-defined retail concept that imbibes the essence of a woman. It offers a

wide range of exclusive products that celebrate the free spirit of todays woman. From an

exquisite variety of home dcor, home furnishing & bath decor to home fragrance, make-up,

perfumes, fashion accessories, fashion bags, spa products and teen gifts, the Lifestylewoman is spoilt for choice. So when a woman visits Lifestyle, she is sure to indulge herself

in a world which truly reflects her femininity and understands exactly "What a woman

wants"

One will be lured by Adore, a promising brand of Lifestyle offering a beautiful mix of

products for todays woman and her home. Everything she wants, from pretty lamps to

fashion accessories, curtains to cushions, mirrors to reflect her true self and much more are

lined up to walk her through a world of dreams.

MISSION STATEMENT

Carefully listen. Constantly adapt. Always deliver.

VISION STATEMENT

To become the leading retail group in the Middle East and India, maintaining our constant

growth through our core, value and international brand business.

Brands available in Lifestyle:

A host of exciting national and international brands are available such as:

Formals : Allen Solly, Wills , Van Heusen, Blackberry, Color Plus, Ethnic : Biba, W, Ritu Kumar Casuals : Bossini, United Colours of Benetton, Levis, Provogue, Sports : Adidas, Kappa, Nike

Private labels of Lifestyle:

At LifeStyle, one can find a healthy mix of popular brands and private labels. Private labels in Lifestyle currently contribute to 10 per cent of the total business and

now it is looking at expanding its range of private labels so that they can contribute 20

per cent in the long run.

Formals : Code Ethnic : Melange, Moiree Casuals : Zync, Ginger, Forca, Delure Sport : Ginger- sport

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HISTORY

Lifestyle is a retail concept established in 1998 by Landmark group. It has 79 stores across

the Middle East and Egypt. It has an average store size of 3,000 sq. Ft15,000 sq. ft and a

total retail space of 534,158 sq. Ft. It consists of retails mix of in-house labels such as Adore,

and international brands including Apsley, Woodwick and Happy House

Lifestyle International (P) Ltd is part of the Landmark Group, a Dubaibased retail chain.

With over 30 years experience in retailing, the Group has become one of the foremost

retailers in the Gulf.

About Landmark Group

The Landmark Group, founded in 1973 with a single store in Bahrain has grown into one of

the largest retail conglomerates in the Middle East and is expanding rapidly in India. The

Group currently operates over 900 stores encompassing a retail presence of over 13.4 million

square feet across 15 countries and employs around 31,000 employees world over.

In addition to its retail sector, the Group has also diversified into leisure, food, hotels and

electronics and has created a comprehensive infrastructure including its own logistics and

distribution division, to support its retail operations and other businesses.

Key Facts

Turnover in excess of USD 3.2 billion

Presence in 15 countries with over 900 stores

Over 13.4 million square feet of retail spaceTeam of over 31,000 employees

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LIFESTYLE INDIA

Lifestyle International (P) Ltd is part of the Landmark Group, a Dubaibased retail chain.

With over 30 yearsexperience in retailing. Positioned as a trendy, youthful and vibrant brand

that offers customers a wide variety of merchandise at an exceptional value for money,

Lifestyle India began operations in 1999 with its first store in Chennai.

Currently there are 15 Lifestyle stores and 8 Home Centre stores across Ahmedabad,

Bangalore, Chennai, Hyderabad, Jaipur, Mumbai, Pune, New Delhi, Noida and Gurgaon.

Currently in its 10 years of retailing in India, Landmark Group has launched several of its

core retail concepts in the country including Lifestyle, Home Centre, Splash, Bossini, Max

and hospitality concepts, Spar supermarkets and hypermarkets, Fun City,Citymax and Gloria

Jeans Coffees.

Recently lifestyle celebrated its 10th

anniversary in India i.e. on September 23, 2009. It

unveiled a special 10th Anniversary logoand announced host of attractive discounts,

consumer offers and bumper prizes including foreign holidays, gift vouchers worth Rs.1lacs

and much more. Its Anniversary promotions lasted for 99 days, longest in the history of

Lifestyle

Supermodel Candice Pinto, Mr. Shankar Suryanarayan, CMO, Landmark Group, Kabir

Lumba, Executive Director, Lifestyle International Pvt Ltd, and model Indranidas Gupta at

Lifestyles 10th Anniversary Logo unveiling ceremony

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CURRENT SCENARIO

Today Lifestyle offers a truly international shopping experience, a fact borne by numerous

accolades.

Business WorldIMRB Most Respected Company Awards survey rated Lifestyle asthe Most Respected Company in the Retail Sector in 2003 and 2004

ICICI KSA Technopak Award for Retail Excellence in 2005 Reid & Taylor Retailer of the Year award in 2006 Lycra Images Fashion Award for the Most Admired Large Format Retailer of the

Year in 2006

Images Retail Most Admired Retailer of the YearDepartment Store in 2008.Lifestyle also announced a slew ofattractive offers and customer rewards on the occasion.

Customers who shop at Lifestyle for merchandise worth Rs. 7,000, will receive Gift

Vouchers(GV) worth Rs. 750 and upto 25% discounts at Home Centre in form of GVs on the

purchase of furniture worth Rs. 20,000 and above. In addition, special offers will be available

across select national and international brands like 40% discount on Hugo Boss merchandise,

shop for Rs. 30,000 worth of Nirvana jewellery and get a diamond pendent free and so on.

Rewarding the loyal customer base of over 1.1 million The Inner Circle (TIC) members, the

group has announced the Merry Miles Fest. This will allow members to accumulate points

over a period of 99 days, leading to exciting prizes such as holidays in Singapore and

Malaysia and Cygnus Jewellery GVs. Top shopper from each of the North, South and West

zone will get assured Lifestyle GVs worth Rs. 1 Lakh. In addition, TIC members who willshop over Rs. 7,000 will stand to gain 10 times the reward points.

Commenting on the occasion, Mr. Kabir Lumba, Executive Director, Lifestyle

International (P) Ltd.said, Its a proud moment for the Lifestyle team. We brought

international shopping concepts & experience to India and our consumers have time & again

reaffirmed their faith in us. With over 1.1 million Inner Circle members, we have one of the

largest loyalty bases for a retail chain in India. Lifestyle stores are in a league of their own

and we will continue with our robust expansion plans to ink a wider footprint.

Added Mr. Shankar Suryanarayan, Chief Marketing Officer, Lifestyle stores are

characterized by innovative offerings, a premium shopping experience and an exceptional

product portfolio. Our 10th Anniversary is a milestone juncture to celebrate our relationship

with our customers to whom we own our success. Therefore, we are offering a flurry ofincentives and discounts, inviting our patrons to join us in celebrating this special occasion

Offering a consistent international shopping experience, the Lifestyle store brings together

five departments under one roofApparel, Cosmetics & Fashion Accessories, Footwear &

Luggage, Kidswear & Toys, Home furnishings. It is currently present across leading Indian

cities including Ahmedabad, Bangalore, Chennai, Delhi NCR, Hyderabad, Jaipur, Mumbai

and Pune.

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SWOT Analysisof Lifestyle brands

Strength:

Eclectic mix between national, international and in house brands. Broader price range(mid- super premium) International ambience, fixturing and overall look and feel of the store. Fashionable yet affordable. Part of a bigger concept which includes Homecentre, Baby shop, Shoemart which

gives it a competitive edge over other MBOs like Shoppers Stop.

High quality and very fashion forward.Weakness:

Ethnic wear section needs improvement in terms of fabrics and brands available. Less visibility and recall of the store as compared to other MBOs due to number of

stores being limited in Bangalore.

Marketing in terms of billboards , magazines, newspapers can be further takenadvantage of which it is not doing now.

Opportunities:

Plus size category for Western Formal Wear has a growing demand in India. It shouldbe capitalized by Lifestyle.

Increase the number of in house private labels in order to increase profitability andbrand/store recall.

More visible marketing in terms of billboards /promotions etc.

Increase brand image building for in hous