Summer Internship Project

“Retail Technology and Brand Management”

SUBMITTED BY

Syed Ahmad Mehdi Rizvi

Masters of Business Administration

ENROLLMENT NO-A7001914004

Specialization - Marketing

Under guidance of:

Industry Guide Faculty Guide

Ms. Tarang Mishra Ms.Komal MalikV.M Champ Asst. Professor.BlackBerrys ABS, Lucknow

SUMMER INTERNSHIP REPORT REPORT IN PARTIAL FULFILMENT OF THE AWARD OF FULL TIME

Masters of Business Administration (2014-16)

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

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Students Certificate

I hereby declare that the study of “Retail Technology and Brand Management” has been exclusively done by me under the able guidance of Miss Komal Malik, Asst. Professor, (ABS) in partial fulfilment of the requirement for award of degree of MASTER IN BUISNESS ADMINISTRATION from Amity University, Uttar Pradesh.

I also declare that the contents of this report are true to the best of my knowledge.

Signature Signature Signature

Syed Ahmad Mehdi Rizvi Miss Komal Malik Prof. V.P. Sahi

Student Faculty Guide Director (ABS)

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Certificate by Faculty Guide

Forwarded here with a Summer Internship Project on “Retail Technology and Brand Management“ submitted by SYED AHMAD MEHDI RIZVI Enrolment No. A7001914004, student of MBA (Gen) 3rd Semester

This project work is partial fulfilment of the requirement for the degree of Master in

Business Administration from Amity University Lucknow Campus, Uttar Pradesh.

MISS. KOMAL MALIK

(Faculty Guide)

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DECLERATION

I SYED AHMAD MEHDI RIZVI hereby declares that the project entitled

“Retail Technology and Brand Management”

Carried out at BlackBerrys has been submitted during the academic year

2014-16 under the valuable guidance of Mr Atnu Bannerje, Miss Tarang

Mishra, other Department Managers at BlackBerrys and My faculty at Amity Business School Prof V.P. Sahi, Director, Amity Business School, Lucknow,

Amity University and keen supervision of Ms. Komal Malik in partial fulfilment

of the requirements of the Master Of Business Administration (MBA) degree

of Amity University. Further I extend my declaration that this report is my

original work and was previously not formed the basis for the award of any

Master degree.

SYED AHMAD MEHDI RIZVI

Enrolment No: A7001914004

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ACKNOWLEDGEMENT

I extend my sincere acknowledgements to Ms.Komal Malik my teacher Amity University, Lucknow, without her teaching, this research would have meant meaningless. I am greatly indebted to Prof V.P. Sahi, Director, Amity Business School, Amity University Lucknow Uttar Pradesh, for his encouragement, guidance and assistance in availing this opportunity of practical training.

It gives me immense pleasure to acknowledge and thank all those who have given consistent guidance like my family member Surabhi Singh, My Mother, Noorjahan Rizvi, Vishal Saxena, Tarang Mishra, Atnu Banerjee Advice and encouragement in my endeavour. I would also like to thank all those persons who have spent their Valuable time to contribute the required information to me and gave me support while doing this project.

I indebted to the reports published on “Retail Technology and Brand Management”. All data and graph belongs to the above reports, wherever used have been duly acknowledged. Last but not least, I would like to thank God for giving me the strength, determination and courage to complete my studies .

SYED AHMAD MEHDI RIZVI

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Executive Summary

This study aimed at highlighting the impact of retail technology and brand management in today's apparel market and factors that influence buying behaviour of shopper using a stimulus and response model. In this research, it is identified and explored how brand management and retail technology factors influence consumers at Fashion Retail Store in Lucknow, India.

According to the results; Brand plays an important role in influencing customers buying behaviour. As BlackBerry is the brand specifically male dominant and providing complete wardrobe solution for today's fashionable men and youngsters it caters to middle class and upper middle class consumers.

Indian consumers are very much pricing sensitive, too much competition is present in the market, so its assortment planner responsibility to understand the consumer profile of BlackBerry consumer’s needs and wants.

If consumer don’t find product as per need and taste, they go for another competitive brands of BlackBerry.

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Content

Chapter 1. About BlackBerrys

Introduction Brand Vision and Philosophy Core Values and Key Strengths Management Hierarchy Level Supply Chain at BlackBerrys Understanding tag-line ‘what is sharp’ Categories in BlackBerrys Fixtures and Settings used in BlackBerrys BlackBerrys Membership Card S.W.O.T Analysis

Chapter 2. Introduction to the topic

Introduction to the topic Objective Hypothesis Research Methodology Data Collection Findings

Chapter 3. Conclusion

Recommendation Conclusion Questionnaire Bibliography

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Chapter 1. About BlackBerrys

Introduction

Management Hierarchy Level

Supply Chain at BlackBerrys

Understanding tag-line ‘what is sharp’

Categories in BlackBerrys

Fixtures and Settings used in

BlackBerrys

S.W.O.T Analysis

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About BlackBerrys

BlackBerrys is an Indian formal wear brand owned by Mohan Clothing Co. Pvt Ltd. It was established in 1991 and mainly caters to men. Blackberry is one of the leading formal wear brands in India.

BlackBerrys has a presence in over 200 exclusive brand outlets, and 1000+ multi-brand stores, and retailers such as Shoppers Stop and Lifestyle.

Their designers design the most up to current worldwide fashion using quality material for the look all want to have at very affordable prices. All items are made in very small quantities per size and colour, to ensure you will not see the same item worn by anybody else. A ceaseless endeavour to delight the fashion forward customer with great style and care teamed with speed and innovation. Blackberry has established itself as the manufacturer of trousers, suites and jackets and gradually completed the wardrobe look with shirts, shoes and accessories.

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Brand Vision - Focus on providing the young Indian male with truly sharp wardrobe solutions, across all his lifestyle needs.

Brand Philosophy - Catering to the self-assured and confident youth, they stand for innovations in product and have created a strong image of ‘Sharp Edged Clothing’. The brand has a high recall value and is perceived a premium clothing brand and has been documented in various trade surveys as ‘The Best FIT’.

Statement of Purpose – Focus on providing the young Indian male with truly sharp wardrobe solutions.

Core values - Passion for excellence Integrity in everything we do Empowering people to strive and deliver Adapting to changing market and consumer needs

Key Strengths – BlackBerrys completed 20 years of redefining fashion and style in India with their innovative creations. Over the years BlackBerrys has attained a reputation of being a leading men’s formal wear brand in India. Renowned for its impeccably designed garments, today they are the single largest suits and trousers brand in the country.

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Chairman's message

"At BlackBerry’s, our statement of purpose is 'creating exceptional value for all lives we touch'. We are by far the largest suit and trouser brand in the country and are fast moving towards the most preferred brand in the fashion space.

The cornerstone of our philosophy is listening, adapting, and delivering exceptional value.

We would deepen our offering in the current segment as well as look at expanding our relevance in customer’s lives for other usage occasions.

Chairman

Nitin Mohan

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Management Hierarchy levelHere is explaining hierarchy of BlackBerry at store level.

General Merchandise Manager

Divisional Merchandise Manager

Fashion Director

Fashion Buyer

Visual Merchandiser

Supply Chain Manager

Regional Area Manager

Customer Relationship Manager

Visual Merchandiser Executive

Customer Loyalty Programme Executive

Sales Representative

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Ideology of BlackBerrys-

BlackBerry caters to only men’s from the society, concentrated to young, vibrant youth of India.

BlackBerry target consumer is upper middle class and lower middle class. BlackBerry’s tagline says “Go Sharp”. BlackBerry provides formal office wear apparels, urban wear for

weekends and night life wear for party and wedding occasions. BlackBerry knows his target customer and offer according to that.

Store –

To bring out contrast of color by using mat and gloss mix Assimetric store giving a formal look Small in proportion branding Using sled walls to give a sharp look to our products

Experience –

Innovation and change provides new look to customers Coloured trousers are used to attract customers Selling experience and not a product to build a long term relation Cosy environment with light music Proper attention and care provided to customers Hygiene and cleanliness properly regulated

Communication –

Communicating brands to customers French Rivera theme focused on colours and trends of France Playing with colours and shades Light colours mainly used providing a soothing view to meet the eyes Sharp and bold view to outside world

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Supply Chain at BlackBerrys

What is Sharp ?

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1Manufacturing

2Design/Ideas

3Inspirations

4Drafting

5Paper Pattern

6Cutting Technology

7Sweing Technology

8Fusing Technology

9Surface Inrichment

10Pressing Technology

11Shipping

12Retailing

13Receiving Material

14Article Scanning

15Display of Articles

16Customer Entry

17Greeting

18Providing Material

19Sales

20Billing Process

21Customer Relation

22After Sales Service

Sharp is the boldness of BlackBerrys designs, which allows our customers to

make a bold statement about his attitude.

Sharp is the precision of our construction of our merchandise that each

BlackBerrys garment boasts.

Sharp is the craftsmanship and attention to detail that we lavish on our apparel,

which put that unmistakable seal of elegance on our customers personality.

With a presence in over 200 exclusive brand outlets, besides 1000+ multi-brand

stores, and retailers such as Shoppers Stop and Lifestyle, BlackBerrys is even

more easily accessible to the fashionable young man whose motto is: 'go sharp’.

"Go Sharp is giving a cutting edge, slicing the clutter and being edgy.

BlackBerrys value of Go Sharp is being in that 'dressed-up' fashion space. The

endeavour is to recognise the tribe of Sharp men who resonate these values.

The basic idea is that everyone and everything is cut to size in front of the

protagonist that is reflected through the apparel brand ensembles along with the

protagonist.

BlackBerrys entire wardrobe resembles an awards ceremony to give a sense of

high life; it reiterates position of a fashion brand.

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Categories in BlackBerrys

BlackBerrys has following categories-

1. P.P and B.P – Proper Prem and Business Prem

2. B.T – Business Trend

3. Urban

4. N.L. Night Life

5. LUXE or Luxor

6. Accessories and Shoes

During my internship I studied each and every department with the range and depth of department.

Each and every department has a unique U.S.P which caters to particular sets of customers.

1. P.P and B.P – Proper Prem and Business Prem-

Proper Prem and Business Prem refers to formal work wear. Work wear means what an individual can carry out at its work place which provides him with utmost comfort and flexibility in the long working hours.

Our work wear is designed with finest material to provide our customers with best of comfort and the material is also durable which requires very less of attention and care.

In Proper Prem category we provide complete look for official purpose and business meet.

In the P.P and B.P section BlackBerrys provide proper official looks with Blue, Grey and Black playing the primary colours for the category.

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Products Offered in P.P and B.P Sections-

Dress Line Trousers – D.L.T Hard Collared Shirts Suits Blazers Knits Formal Khakis

2. B.T – Business Trend-

B.T. or Business Trend wear caters to Friday official wear. This section caters to consumers of younger generation who like to visit clubs and attend party’s on Friday and Saturday Eve’s.

Our B.T. wear is made of light Giza cotton and polyester fabrics that provides durability to our apparels along with ensuring perfect comfort and light weight for the ease to our customers.

100% cotton and linen adds to comfort and premium look that’s appealing and yet elegant to be carried out in office.

Solid checks and, floral prints and Stripes provide a unique look that is formal and also perfect enough for wearing it for Friday evening dinner or party.

Products Offered in B.T. – Business Trend Section-

Shirts Trousers Khakis Blazers Waist coat T-shirts Shorts Pullovers

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3. Urban-

It has been designed especially for younger generation.

We provide only trim fits in Urban category that is the main reason as to which the collection is more edgy and youthful and provides a careless and funky look to out customers.

Urban category was recently introduced in the year 2013 in order to attract more of customers which were diverted from our competitor brands like Allen Solly and Ven Heusen.

With the introduction of Urban Category there was a steep increase in the sales of BlackBerrys.

Spandex material is specially used in Urban category to provide a tough look and more of flexibility for comfort along with durability.

Spandex material sticks to the body which gives a proper shape along with extra stretch for ease of movement.

Products Offered in Urban Sections-

Shirts Blazers Khakis Denims Jackets T-shirts – round neck, polo, Q-neck Shorts

4. N.L. – Night Life-

N.L. or Night Life Category is designed for special party wear and club wear purpose.

It is related from night life which includes the complete party wear look. Its specially designed for special occasions like weddings, parties, dinners and other special occasions.

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The colours offered in N.L Category are mainly darker shades with shimmery and glossy finish to it which provides our customer a look which is unique and is out of the box, which provides them special attention and drives them to the lime light which everyone desires for.

Fabrics used in making Night Life merchandise are mainly comprised with Cotton, Linen and Silk which gives our customers proper styling along with comfort and elegance.

Products Offered in N.L – Night Life Section-

Shirts Trousers Suits Blazers Waist coat

5. Luxe or Luxor Category-

Luxe or Luxor category is the most expensive category catering to higher class of customers.

Luxe category is designed for higher class people which demand for a premium quality product along with styling and comfort.

Italian fabric is used for the manufacturing of Luxe Category which is bacteria resistant and does not require any sort of treatments for cleaning purpose.

Fabric used in making Luxe merchandise is treated with special chemicals which is resistant to dirt and does not require any sort of ironing.

M.O.P – Mother Of Pearl buttons and Gold Plated Buttons and crafted in Luxe shirts, trousers and jackets to provide it a premium look and detailing.

Luxe category caters to the demands of customers who believe in standing out from others and are ready to pay off for great quality, comfort and unique look.

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Tux and Chinese collar styles are most demanded by customers for special wedding occasions and party purpose.

Products Offered in LUXE or Luxor Category-

Shirts Trousers Suits Blazers

6. Accessories and Shoes-

Types of Shoes Leather Used

1. Oxford Cow and Calf Leather

2. Derby Swede Leather

3. Slip-on Patent Leather

4.Derby Nubuck Leather

5. Moccasins Cow Softy Leather

Belts Ties Cuff-links Broche

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Average contribution of various departments in regular selling

P.P and B.P – Proper Prem and Business Prem 26%

B.T – Business Trend 18%

Urban 13%

N.L. – Night Life 20%

Luxe or Luxor Category 14%

Accessories 9%

P.P and B.P; 26%

B.T; 18%

Urban; 13%

N.L; 20%

LUXE; 14%

Accessories; 9%

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Fixtures and setting used in BlackBerrys

Fixtures and setting used in BlackBerrys are as follows

Gondola 4 way browser 6 way browser D-shape browser T-arm Step Arm Round Table Nesting Table A-Stand A-Rail Wall (area count in meters )

Service Cycle Practices at BlackBerrys

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S.O.P Standard Of The Process

BlackBerrys follows SOP designed by Liganova group. Quality and service standard defined by group. BlackBerrys follows human resource policies to employees.

Service Process at BlackBerrys

Duties of the following heads are as follows-

1. Store Manager

Sales Planning – Guiding F.C’s about targets and missing parts to achieve Merchandise Planning – Which product to be sold and how Product Knowledge – Knowledge about products and materials used V.M – Hygiene, Display of the store and Stock articulation Business Review and Analysis Finance and Miscellaneous Manpower Management

2. Assistant Store Manager – A.S.M

Relates and Deals with duties of Store Manager under his absence Looks after proper and smooth functioning of store Reports to S.M or H.O of any kind of shortage Assisting customers

3. Visual Merchandising V.M Champs

Display of articles Articulation of articles Creating themes and colour stories Maintaining hygiene

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4. Fashion Consultants F.C’s

Inventory management Section management and arrangement of stocks Briefing about stocks to S.M or A.S.M Achieving targets Customer handling and satisfaction

5. Cashier

Finance management Cash deposit Sales v/s Cashier C.R.M Services

Service Standards at BlackBerrys

Best Greeting and Treatment Clean and hygienic ambiance Quick response towards customers Best display of merchandise Best consultants for customers On-sight tailor facility Delivery options Importance to customer satisfaction and delight

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About LIGANOVALIGANOVA is the adviser for BlackBerrys for its Standard of Process and V.M director and consultant. Liganova showcases brands and products, it provides a helping hand for sales-effectiveness, cross-linked brand communication at the cutting edge. It provides a smooth base for seamless brand, product and service experience. This is where LIGANOVA excels with many years of know-how and expertise.

1. Collection Introduction

Season highlight Collection stories Product highlights Key styles

2. Window Campaign

Window renderation Design adaptation Design detail Mannequin dressing

3. V.M Key rules

V.M Directions V.M maintenance guide

BlackBerrys Membership Card

BlackBerrys membership card is valid for a lifetime.

BlackBerrys membership is voluntary and is open to Indian citizens who have attained the age of 18 years.

Customer’s phone number serves as the I.D purpose.

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While making purchases at BlackBerrys, please present your membership card to the cashier before billing.

The allotment and redemption of loyalty points will be solely at the discretion of the associate companies of BlackBerrys.

For every net spends of Rs 100/-, points will awarded as per the below table 

Tier PointsSilver 2Gold 3

Platinum 4

Member will be upgraded or downgraded based on the tier threshold shopping value. The member will have up to 12 months from the month of new tier status to retain, upgrade or downgrade the tier level. Tier status will be updated at the beginning of every month. All spends considered for tiring will be net of tax.

The loyalty points can be redeemed at any BlackBerrys apparel store, across India. The value of 1 point is equal to 1. Rupees. However, the loyalty points cannot be redeemed for cash. The member will be required to tell his Phone no. at the time of redemption of the loyalty points.

The Membership Card benefit cannot be clubbed with any other offer or discount, viz. the loyalty points will not be awarded or earned in the following cases 

i Discounted or Marked down Merchandise.ii Special offers, promotions or items excluded by the management.iii Purchase of Gift Vouchers.

Loyalty Points once redeemed against a purchase can in no event be re-credited.

No cash refund will be entertained for purchases made by redeeming the loyalty points in the case of purchase returns.

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Promotional Activities at BlackBerrysIts shop o’clock! Check out the latest offers, promotions and sales from BlackBerrys.

Wine and Cheese Festival Selfie Contest End of season sale Buy 2 Get 1 Free Offer

Season Cycle at BlackBerrys

1) Spring: This season starts from February and ends in April end.

2) Summer: This season starts from May and ends in June.

3) Pre Autumn: This season starts from July and ends in the month of October.

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SEASON CYCLE

SPRING

SUMMER

PRE-AUTUMN

WINTER

4) Winter: This season starts from November and ends in the month of January.

S.W.O.T ANALYSIS

1. Strengths-

Economical production cost Increasing demand for its fits and fabrics Efficient supply chain management Better process control and storage facilities Better information availability to both the consumers and the producers

2. Weakness-

Giant competitors Poor supply chain management system Poor stock control facilities Repeated products and no innovation and change No training facility for sales executives Caters to only athletic body shape not for fatty people

3. Opportunities

Expanding middle income group with large pockets Huge opportunity in emerging market for style and apparel brands Huge unexplored retail space available to explore Low labour costs Introduction with Direct marketing

4. Threats

Increase in E-market trend Entry of Apparel giants Large variations in stock control Unfavourable tax policies

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Chapter 2. Introduction

Introduction to the topicObjectiveHypothesisResearch MethodologyData CollectionFindings

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RetailRetail is the process of selling consumer goods and/or services in order to satisfy their needs wants and desires to through multiple channels of distribution in order to earn profit. Demand is created through diverse target markets and promotional tactics, satisfying consumers' wants and needs through a lean supply chain.

Retailing business activities involve selling of Goods and Services to Consumers for their Personal, Family or Household use.

Retailing is the Last stage in Distribution Process- Wholesale in an intermediate where Goods and Services are sold to Business customers. Retailer is Customer focused, not Product focused.

Manufacturer may reach customers through-

Dealers Company showrooms Super / Hypermarkets

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Manufacturer

Retailer

Consumer

Organised Retailing-

In India organised retailing is only 2 %

Retail sector is highly fragmented

Rapid rise of Income levels and accompanying changes in lifestyles of Indian consumers greatly contributed in the growth of Organised Retail Markte

Retail TechnologyRetail is a dynamic industry with its own set of multifaceted and diverse business processes and requirements. Retailers today are challenged with addressing multiple disruptive technologies.

In such a rapidly changing environment, retail are expected to drop their 'Run the business' strategy hat and wear the 'Change the business' one. Today the strong focus is on innovation. There are new store formats being launched along with multiple selling channels. There is a need for Retail organizations to become truly Omni-channel by providing seamless shopping experience to the customer no matter what channel, format they use for their shopping.

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Current Size & Future Projections for Indian Retail Market

336 376 421 471 527 590

1011

12 17 29 51 74 97

282

0

200

400

600

800

1000

1200

2007 2008 2009 2010 2011 2012 2017

US$

Billio

n

Total Retail Organized Retail

Retail Technology in BlackBerrys

At BlackBerrys store, Store Manager S.M is the custodian of I.T Hardware and Software.

WizApp software is the helping hand for Store Manager and Asst. Manager for proper and smooth working at the store.

WizApp software is a leading ERP application, exclusively developed for Apparel & Lifestyle brand like BlackBerrys that acts as a comprehensive solution to stimulate the total activity of Apparel Manufacturer, Wholesalers, POS / Retailers and Exporters.

For over a decade WizApp has successfully helped BlackBerrys in business to deliver and grow by providing customized solutions to meet the ever dynamic requirements of this industry. It helps BlackBerrys to clearly differentiate from competitions and facilitates business to the next level in terms of efficiency, performance, security, control, flexibility and most importantly profitability. WizApp helps BlackBerrys to take complete control on Inventory Management, Retail POS process, Supplier/Customer Management, Barcoding process and Accounts Management.

Salient Features of WizApp

Encrypted database to give user total data security and thus peace of mind as no one can access database from back end.

Option of working off-line at every Branch / POS and still getting data at HO as soon as any transaction memo (e.g. retail sale, challan etc.) is saved at POS / Branch

Image Viewer Plug-in enables user to click photographs of selected Garments / Lifestyle Products and accesses all reports optionally along with photographs

Software Solution with Inventory, Purchase, Sales, Production, Accounts and HR modules.

Customer Relationship Management (CRM) to send birthday, anniversary wishes and other mailers

Online support/back up is provided.

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Brand ManagementIn marketing, Brand Management is the planning and analysis on how the brand is perceived in the market by the customers. Developing a good relationship with the targeted market is crucial for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.

The origin of branding can be traced to ancient times, when specialists often put individual trademarks on hand-crafted goods. The branding of farm animals in Egypt in 2700 BC to avoid theft may be considered the earliest form of branding, as in its literal sense. As somewhat more than half of companies older than 200 years old are in Japan. In the West, Staffelter Hof dates to 862 or earlier and still produces wine under its name today. By 1266, English bakers were required by law to put a specific symbol on each product they sold. Branding became more widely used in the 19th century, through the industrial revolution and the development of new professional fields like marketing, manufacturing and business management. Branding is a way of differentiating product from mere commodities, and therefore usage of branding expanded with each advance in transportation, communication, and trade.

Brand Management is Important as ever

Consumer need for simplification Consumer need for risk reduction

Brand Management is as difficult as ever

Well informed consumers Increased competition Decreased effectiveness of traditional marketing tools and emerging of

new marketing tools Increased costs Complex brand and product portfolios Organizational pressures

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Brand Perception

Brand Perception is unique set of associations in the minds of customers concerning what a brand stands for and the implied promises that the brand makes.

The sum of all tangible and intangible traits It represents all internal and external characteristics of a brand It is anything and everything that influences how brand or a company is

perceived by its target customers It is the best, single marketable investment a company can make

Brand Preference

Brand preference reflects a desire to use a particular company's product(s) or service(s) even when there are equally-priced and equally-available alternatives. In fact, more often than not, brand preference indicates a desire to seek out a specific product or service even when it requires paying more or expending more effort to obtain it! Brand preference is important to companies because it provides an indicator of their customers' loyalty, the success of their marketing tactics, and the strength of their respective brands.

Brand Image

Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product.

Brand Loyalty

When consumers become committed to your brand and make repeat purchases over time. Brand loyalty is a result of consumer behaviour and is affected by a person's preferences. Loyal customers will consistently purchase products from their preferred brands, regardless of convenience or price. Companies will often use different marketing strategies to cultivate loyal customers, be it is through loyalty programs (i.e. rewards programs) or trials and incentives (ex. samples and free gifts).

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Strategic Brand Management Process

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Objective

Objective of my study to understand the consumer behaviour in today’s

retail apparel business.

2. What are the factors which influencing consumer behaviour.

3. Customers perception of our brand

4. Understating retail technology

5. Brand and what influences people to buy branded products over non-

branded products.

6. Brand Management and Strategic Brand Management Process

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Hypothesis

Aims to discover whether retail technology and brand management process plays an important role in apparel brand in order to satiate the needs, desires and wants of the customer and to achieve an upper hand in this competitive market to survive and sustain the challenging competition prevailing in the apparel retail industry.

I intents to find out whether our customers co-relate with our brand and their loyalty with the brand, what all changes do they want and what are their perception behind purchasing products from our brand and the image of our brand in the present retail market that places our brand in the minds of the customers through which our brand can be easily re-called among our fears competition.

What are the factors which influencing consumer behaviour in purchasing branded products over non-branded products?

Can our customers recall our brand among various competitors prevailing in the market?

What preference do our customers carry in their mind?

What is our Brand image in the Apparel Retail Market of India?

Understanding our customers brand loyalty towards our brand.

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Research Methodology

This study was conducted with the following methods

Observation methods

Direct interaction and solving queries of consumers. To find out brand perception from our customers, our brands preference and brand image in the minds of our consumers and our customers loyalty towards our brand.

I frequently asked questions to consumer’s sample of questionnaire attached in last.

Both Quantitative and Qualitative Research have been used to achieve the objective. Some open ended questions were also part of my questionnaire

Sample size

50

Location

BlackBerrys, Shop No. 11, Halwasiya

M.G. Road

Hazratganj, Lucknow.

Pin - 226001

Data Source

Both secondary data and primary data were used for the information generation. The inferences were drawn mainly from primary source by making them fill questionnaire.

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FindingsIn today’s world Clicks and Orders are having and upper hand over Bricks and Mortar, in such a scenario BlackBerrys should also introduce a new platform in E-sector as well.

Fierce competition is prevailing in the market, if BlackBerrys needs to have an upper hand over its competitive brands it needs to focus on its advertisement techniques.

Advertisement in Televisions and Social Networking Sites is call for the day.

More plus size options should be made avail in the store.

Music was also not happening in the store to set consumer mood.

Assortment planning need improvement. Which products are not moving are still displayed in sections.

Fast moving product need to replenish as soon as product move from store.

Inventory management & assortment planning in store from corporate office is poor.

More of party wear and shimmery products should be made available in the store.

BlackBerrys doesn’t have options in Half-sleeved shirts so many consumers asked.

Relationship between fashion consultants presentation and consumer behaviour.

Consumer behaviour on product out of stock.

Accessories department product width & depth (Assortment).

So many consumers asked for resting area and wash-room facility.

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Chapter 3-

RecommendationConclusionQuestionnaireBibliography

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Recommendation

Introduction of BlackBerrys in mobile app and various e-commerce portals should be introduced in order to widen the market coverage so that more of customers can purchase BlackBerrys premium quality and sharp edgy fit merchandise easily.

New and improved advertisement techniques should be introduced various innovative advertisement techniques like T.V advertisement and advertisement on various social networking sites should be done along with various innovative movements to expand BlackBerrys market coverage in Apparel retail market in India.

There should be proper relation between the season and the products displayed. The store environment should be warm, welcoming and friendly giving a customer a memorable shopping experience.

Music is played in retail store not with the objective of providing entertainment but for influencing buying behaviour.

The Store should be organized logically like proper groups and categories should be mentioned, so that all merchandize of one type, colour, and size is positioned together helping the customer to make a clear choice.

Do proper assortment planning from corporate to store level as per trend and past sale.

Ask to sales associate regarding assortment for particular region.

Play Hindi songs, soft music, very irritating songs play in BlackBerrys.

Product used in branding must available in store.

Replenishments in all categories available in store. No out of stock situation.

Weekly store manager need to take meeting of all store employees.

Motivational and Inspirational talks should be provided to the Fashion Consultants to cheer them up and improve sales performance.

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Sales executive grooming & presentation in front of consumer makes a big difference in purchase. I think BlackBerrys uniform must need a change for good.

BlackBerrys running out of stock in many categories, on moving stock stored in stock. It needs improvement.

In accessory department more options in Belts and Ties should be made available.

BlackBerrys belts are very fragile, H.O needs to consider and manufacture more durable Belts.

Improve consumer and sales people interaction; way of interaction must be different from shopping basket.

It may be some fabric knowledge, Washing pros and cons, how to improve life of garment, something interesting.

Why not introducing some CREDIT facility for students, either students can deposit small amount in instalments and shop after 3 or 6 month of whole amount they deposited.

Introduced resting area and washroom in store if possible . So many consumers complained.

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QUESTIONNAIRE

Name: _____________________ Address: ___________________ Phone Number: _____________ Email id: ___________________

Section-A Brand Perception Questionnaire

Q1. Name a few brands in this product category that you can recollect now?____________________________________________________________

Q2. What is the most appropriate indicator of brand equity?a) Brand Valueb) Brand Identityc) Brand Recalld) Brand Image

Q3. What is the most important factor to insure brand management of this product?

a) Qualityb) Deliveryc) Usage Experienced) Pricee) Other

Q4. Which among customer loyalty and customer satisfaction indicates that the brand is being managed well?

a) Customer Loyaltyb) Customer Satisfaction

Q5. Have you seen the brand growing over the years?a) Yesb) No

Q6. Has the brand reached a point of stagnation without any scope of increasing its utility further?

a) Yesb) No

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Q7. Are you a loyal customer for the products you buy?a) Yes always. I stick to the same products.b) Never. I keep experimenting with new products.c) Only for quality products. Where it is a commodity, I choose the least-priced product.

Section-B Brand Preference Questionnaire

Q1. Does country of origin affect your product purchase decision?a) Yesb) No

Q2. Does association of product with a particular group of company lead to preference for such products?

a) Sometimesb) Alwaysc) Never

Q3. Which of the following do you prefer?a) Products from bigger companies with wider distributionb) Products from companies with good warranty and after sales servicec) Products from local companies with better price and slightly lesser qualityd) Products belonging to companies with good brand imagee) If ‘Others’ please specify _____________________________________

Section-C Brand Image Questionnaire

Q1. Can you identify our logo?____________________________________________________

Q2. How do you differentiate our products from our competitors?____________________________________________________

Q3. Do you think our products get good word of mouth publicity?a) Yesb) Noc) Don’t know

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Q4. If no, then describe which products go against your values____________________________________________________

Q5. Do our products provide a sense of self-esteem to you?a) Yesb) Noc) May bed) Can’t say

Q6. Apart from the direct benefit of the product, what else do you look for in the product?

a) Image of the productb) Identification with other users of the brandc) Other _______________________________

Section-D Brand Loyalty Questionnaire

Q1. The price of our branda) Is as per your expectationsb) Is more than your expectationsc) Is less than your expectationsd) Can’t say

Q2. What are the sources of our product brand information?a) Family membersb) Peersc) TV adsd) Point of salese) Websitef) Other ________________________

Q3. To what extent has the product been successful to meet your needs?a) To the fullest extentb) More than 80%c) 50% – 80%d) Less than 50%e) Can’t say

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Q4. Rank the packaging and product information of the product with 1 being the least and 5 being the highest

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Q5. Rank the customer relationship service of our brand, 1= least and 5 = highest

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Bibliography

Data collected during study

Marketing by Philip Kotler

Consumer behaviour

http://www.marketingteacher.com/consumer-behavior-atmospherics/

Brand Perception and Brand Preference

Mohan Garments website

http://www.mohangarments.com/about-mohangarments/philosophy- values.html

Google

Wikipedia

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