Professional Documents
Culture Documents
PROJECTS
MFM (07-09)
Name: Aditi Mishra
Organization: Lifestyle International Pvt. Ltd.
Project Title: Devising a floor plan to optimize sales
OBJECTIVE
To study & create a feasible floor layout plan on excel for Goregaon stand alone- HC (matched to
scale with the actual floor plan) to work as a monitoring tool to identify problem areas.
To calculate & analyse the Hit ratio for Jan-march period age wise & department wise for both the
warehouses of LS for Goregaon store to confirm if the low SPF pockets are due to absence of
merchandise on floor.
GAP analysis for product- Furniture & Household in terms of FMS, SMS.
To do a service gap survey with the help of SERVQUAL system.
Competitor’s survey (Home stop & Hyper city) on options, retail space allotted & brands present
to study their focus areas.
FINDINGS & SUGGESTIONS
WAREHOUSE
All location Inventory controllers should send the damages and loss data to the corporate office
every Saturday.
While sending the data, Inventory controllers should discuss the circumstances under which the
loss or damaged occurred with the Store manager.
The review of cause, analysis of data should be done to find out the lapse in the control system.
Drill down the exact cause and recommend penalization of the concerned staff in case of frequent
damage by staff.
Overall stock holding was less in the off sale period since most of the expected consignments
were delayed & more discounts were required for certain categories. All of this boils down to
three simple things:
A better co ordination between the Buying-Merchandising-Front end to give timely & appropriate
discounts & discontinue the slow movers; the front end staff should be intimidated about the
discounts A.S.A.P. so that they can display stocks on floor accordingly.
Constant movement of information from merchandiser to supplier via buying to inform the former
about in demand styles & the flaws with old styles along with any consignment related stock
issues esp. during sale period.
Streamlining the supply chain flow to ensure that the aging stock reaches the floor in the first
couple of days. Warehouse should target at least 80-90% hit ratio; floor staff should make sure
that stock is highlighted on the floor for a speedy clearance.
Name: AISHWARYA.S
Organization: MADURA GARMENTS
Project Title: Preparing An Optimum Core Mix Of Shirts &
Trousers For Peter England
OBJECTIVE
Arriving at an optimum core assortment plan for all the 119 PE stores across
India
• Store profiling in terms of the brand/ category mix (PE, Elite, Elements,
S&B)
• Store categorisation wrt overall core behaviour in PE
• Detailed analysis of core range across various parameters of core category,
MRP, colour, sizes, sleeves and pleats
Since Core sales are expected to be flat, only the best sellers have been
allocated in each category.
Hence the stores do not have to contend with weak sellers which usually
end up in seconds stores thereby lowering profitability.
This assortment plan works on ideal option capacity rather than actual
capacity thereby increasing sell- thru’s and also profitability.
Space Rationalization has been done to align the space allotted to the brand
with the sales to arrive at an optimum space mix for the stores.
Name: Amitesh
Organization: BENETTON INDIA PVT. LTD.
Project Title: Comparative analysis of sale of gift vouchers
and analysis of loyalty program
OBJECTIVE
OBJECTIVES
To Understand the elements involved in successful launch of sale of GIFT VOUCHERS at
store as well as online.
To determine the critical success factors involved in sale of G.V’S.
To design a process for sale of gift voucher for BENETTON INDIA stores
Design the life cycle of GIFT VOUCHERS.
OBJECTIVES
To design a TRAINING MODULE for retail staff
To determine the standard operating procedure for staff
To incorporate requisite product knowledge for staff
To incorporate theme knowledge for the current season (subject to change every season)
To include system training .
To develop a system for periodical checks on learning of store staff
OBJECTIVE
To compare and analyse various brands offering loyalty programs and suggest
improvements in the BENETTON’S LOYALTY PROGRAM
FINDINGS & SUGGESTIONS
LOYALTY PROGRAM
The LOYALTY card enrollment takes too much of time.
The customers don’t know what gifts they would be getting.
There is no incentive for the customer after crossing a purchase slab to another. That is the value of gift stays at 15 % on each
slab.
The helpline no. are in defunct state.
There is absence of verification of customer details
GIFT VOUCHER
Printing the vouchers centrally, without any unique identification code.
Supply Chain to do a stock transfer to a store, after which each GV shall be bar coded
After the stock transfer in APDS, the relevant unique bar code numbers will get activated in ETP-POS.
This unique bar code number will be used as an item at store level to be sold as a regular commodity.
After the store sells the voucher to ultimate customer, the "issued" vouchers will become activated in all stores for redemption.
TRAINING MODULE
TRAINING MODULE will incorporate the following
CUSTOMER INTERACTION
Product knowledge
Theme knowledge
Etp-pos system training
Store operations guidelines
Guidelines for promotions and scheme launch
Phase ii: To study the retail store operations and suggest various promotional
measures to enhance the footfalls.
Phase iii: To conduct a market research survey for the mass designer wear
category and that for upcoming store locations for the brand. (Excluding
signature collection of designer wear)
The operating software at front-end need to be changed at first, to maintain customer record,
merchandise movement record, reduce errors in recording transactions, etc.
The product code on tags need to be changed so as to be more precise on the product features and
add-on to the product.
The jewelry need to be replaced with a more pleasing collection as it was rated below average by
most of the people surveyed through Market Research.
The gift vouchers should be replaced with the cash redemption vouchers so as to push existing
stock of jewelry.
Name: Karthik.M
Organization: Levis Strauss & Co
Project Title: Analysis of Indian apparel market with
reference to Levis Strauss Signature and to identify key
opportunity areas
OBJECTIVE
Objectives:
To study the Indian apparel market in detail
To estimate the market size of various apparel categories in different states
To estimate the market share of Levis Strauss Signature in different categories across
different states.
To identify future investment opportunities for of Levis Strauss Signature.
FINDINGS & SUGGESTIONS
Urban India has major share in spending and the per capita expenditure of urban India (15750 INR per annum) is
much higher than rural India (8341.92 INR per annum) and also the per capita expenditure on clothing in urban
India is much higher (843 INR per annum) than rural India (509 INR per annum)
But rural because of huge population (778361700) compared to urban population of (248392500) has a huge market
which is largely untapped.
But at the current moment even though rural market is very large because of the backwardness in development does
not form a huge market for branded readymade wear.
Urban India spends about 5% of the total expenditure on clothing while rural India spends 6%
As India becomes more modernized the percentage expenditure on clothing decreases as other expenses like rent,
education, travel takes a greater share but expenditure on clothing in terms of absolute number increases
The percapita income of some states like Kerala, Punjab ,Goa ,Chandigarh, Delhi, Kanataka, Haryana have very
high percapita income and higher education levels compared to the other states
Punjab has the highest percapita expenditure on clothing in rural India followed by Kerala, Arunachal Pradesh and
Harayana
Uttar Pradesh has the largest market size for clothing in rural India followed by Bihar, Maharastra, West Bengal and
Andra Pradesh
Chhattisgarh has highest percapita expenditure on clothing in urban India followed by Punjab, Jammu,Arunachal
Pradesh, Maharastra and Kerala.
Maharastra has the largest urban market size followed by UP, Tamilnadu, Andra Pradesh and West Bengal.
LSS mainly has its sales in Maharastra, Delhi, Karnataka, UP and Tamilnadu.
Denim is the major product category accounting for 51% of the sales followed by Tshirts 26% and Shirts 14%.
Majority of the denim sales has been to Maharastra, Delhi, UP, Karnataka and Rajasthan.
Majority of t-shirts have sold in Karnataka, Maharastra, Delhi, Rajasthan and UP
LSS has a highest market shares in Uttarnchal (Dehradun), Karnataka, Himachal Pradesh, Delhi, Rajasthan
And least market shares in Chattisgarh, Jharkand, Gujurat, Kerala, West Bengal and Andra Pradesh
The gap between customer expectation and actual customer experience at Vishal Megamart
OBJECTIVE
To Understand the elements involved in promoting a business, including sales promotion,
visual merchandising, and publicity.
To determine the role of VM in the increase the sales.
To conduct a market survey to analyse the current Store Promotion Strategies of different
brands in the market followed by suggestion to increase the visibility of a store.
To analyse the effectiveness of Promotional Schemes.
To Conduct a Market Survey to analyse the popularity and effectiveness of current promos
by adidas.
• To maintain updated 2009 Target Sheet to keep control on achieved Primary Sales.
OBJECTIVE
- Analysis of sales contribution (qty wise, value wise, brand wise,
merchandise category wise and age wise)
- Analysis of stock mix (qty wise, value wise, brand wise, merchandise
category wise and age wise)
- Analysis of Average Selling Price
FINDINGS & SUGGESTIONS
Highest ASP : Barbie (Rs. 827)
Sales contribution Age wise sales contribution
• Highest • Highest
- Qty wise – Gini n Jony and - Qty wise – Kids(46%)
Meemee(11%) - Value wise – Kids(45%)
- Value wise – Gini n Jony (14%) • Lowest
• Lowest - Qty wise – Toddlers(2%)
- Qty wise – Kanz (1%) - Value wise – Toddlers (1%)
- Value wise – Kanz (1%) Age wise Stock Mix
Stock contribution • Highest
• Highest - Qty wise – Kids (39%)
- Qty wise – Gini n Jony(19%) - Value wise – Kids(40%)
• Lowest
- Value wise – Gini n Jony(21%)
- Qty wise – Toddlers(2%)
• Lowest
- Value wise – Toddlers(2%)
- Qty wise – Kanz (2%)
- Value wise – Kanz(2%)
OBJECTIVE
To streamline the process of store level assortment planning and
replenishment for private label brands.
The category wise sales analysis reveals that menswear is the highest selling category.
An increase in forecast error accuracy decreases both overstocked and under stocked
quantity and increases firm profit.
There are a number of cases of bar code mistakes due to wrong printing or tagging.
Ruggers is the performing brand of the store and Bay Island is a non performing brand for
the store.
The store is facing problem of stock out in certain brands and excess stock in other which
needs to be balanced.
At LSS Kempfort
To understand and study the store and to suggest ways of improvement.
Sub-Objective 1: To understand the kind of customer walking into
the store and into the mall.
Sub-Objective 2 : To analyse the sales data of the store
OBJECTIVE
To study the working of texmode
Analyze data to find the parameters for which the gap is quite wide.
FINDINGS & SUGGESTIONS
The top four parameters with major gaps are :
Lead time
Product development
Newness
Showroom Arrangement.
Negative gaps can also be seen in the chart which imply expectations of the
buyers have been exceeded for the following parameters:
Responsiveness
Courtesy
OBJECTIVE
“ Market Mapping and Competitor analysis "for UCB Ladies Wear in terms
of merchandise offering, options and pricing.
Funky Accessories
Sub-objectives:
To study, analyse and suggest improvements in the current buying process at
ColorPlus.
To suggest a strategic plan for merchandise allocation
To track planned vis-à-vis actual sales data store wise and category wise.
To increment retail efficiency by monitoring Key Performance Indicators.
To develop a comprehensive rating methodology for front end sales staff.
OBJECTIVE
Sap implementation to streamline sales and distribution processes in
central pan India.
FINDINGS & SUGGESTIONS
Integration among different functional areas to ensure proper
communication, productivity and efficiency .
Order tracking, from acceptance through fulfilment
The revenue cycle, from invoice through cash receipt
ERP Systems centralize the data in one place. This eliminates the
problem of synchronizing changes and can reduce the risk of loss of
sensitive data by consolidating multiple permissions and security
models into a single structure.
OBJECTIVE
To study the consumer perception in general.
Demographics of the target customer.
Consumer perception of Wills Sport
What are the most/least accepted product categories of Wills Sport,
Amount the customer is ready to shell out of their pockets.
Based on first survey the second survey was conducted to get into the details of
styles, designs, fits, fabrics, Colors and patterns for Wills Sport T-Shirts,
Shirts, Denims and Trousers preferred by the customers walking in to the
Wills Lifestyle store at various locations in NCR.
• Fit ,Style and Quality are the most important attributes according to a target customer
• There is no external branding in Wills Lifestyle. Customers wearing a Premium brand wants to flaunt
the brand and logo he endorses.
Category Highest Rated Brand
• Maximum people purchased once a month.
• They were ready to spend : TROUSERS Allen Solly, Color Plus
and Wills Sport
Rs. 1399- Rs. 1699 on Trousers.
DENIMS Levis
Rs. 1599- Rs. 2099 on Denims.
Rs. 899- Rs. 1699 on Shirts. SHIRTS Wills Sport, Color Plus
Rs. 799- Rs. 1099 on T- shirts.
T-SHIRTS Unitd Color Of
Benetton, Tommy,
Lacoste
• Most popular categories for Wills Sport are Shirts and Trousers.
•
• T-Shirts at Wills Sport are considered expensive.
OBJECTIVE
To analyze the primary sales data of last 5 seasons for MBO
channel on the following parameters- location, season, category,
Sub-brands, Fit, weave & MRP
An in-depth analysis of the youth wear category at Bangalore central and give
suggestions on ways of improving the performance of various brands.
Profiling the city of Indore to find out its feasibility in terms of opening up a
“Central Mall”.
OBJECTIVE
Competitor analysis for Benetton, identifying gaps and
suggesting product extension.
FINDINGS & SUGGESTIONS
Nightwear
Maternity wear
Sportswear
The concept PUMA Women’s was not selling well in both the stores
because it was not displayed properly. Amongst all the product types in the
concept, women’s dresses and shorts made in viscose and polycotton were
not selling at all.
Post the End of Season sale, articles in the Motorsport concept saw a sharp
drop in their sales.
Crews with large logo graphic prints were not selling well. As per the store
manager, it did not appeal to the customers coming to the stores.
OBJECTIVE
FINDINGS & SUGGESTIONS
In order to remain in the minds of the consumers, a catalogue was made
and periodically it will be updated and customers will have access to the
brand even when the store is in the process of re opening
A special pre launch party should be held for existing customers.
Focus of re-launch should be on ‘we are now located better’
Templates to ensure smooth functioning of the store at all times are
made. These templates have been effectively implemented and used in
other operating stores
Store Operation Audit Template
Loss of Sales Record Template
Store Operation Checklist
Customer Needs and Preferences Record Data
Create a detailed needs and preferences chart of top 50 clients such that
when the new store opens, they feel equally cherished and welcome and
are not alienated by the new sales staff.
OBJECTIVE
To identify the gaps in various product variables through market studies and sales data and suggest logical re-
structuring of the line plan for S/S 09, for Levi’s Red Tab® and Levi’s Sykes®
• To study the consumer preferences and determine their specific needs with respect to the product line and sub-brands
under study.
•To analyze and compare the S/S ’09 Line plans of the key identified competitor brands, with the existing S/S ’09 Line
plan of the sub-brands under study.
•To observe trends in past sales data and draw inferences to aid in re-structuring the existing line plan of the sub-
brands under study.
•To suggest a re-structured line plan for S/S ’09 for the sub-brands under study.
To develop training modules for Phase 1 of Levi’s Strauss Signature® training programme.
•To study the brand architecture, its product portfolio and customer service practices.
•To develop training modules for brand knowledge, product knowledge (fabric, fit, finish), customer service basics,
ensemble selling and Key Performance Indicators.
•To conduct a pilot training in select stores to fathom the level of ease in training and understanding and administer
questionnaires for confirmation of understanding and recall.
•To analyze pre and post training Key performance indicators, as a measure of training effectiveness.
FINDINGS & SUGGESTIONS
GAP ANALYSIS
• Gaps were identified in the existing line plan of Levi’s Red Tab® and Levi’s Sykes® for S/S ’09, based on
- Consumer preferences
- Competitor brands’ product offering
- Past sales data of Levi’s Red Tab® and Sykes®
- Existing line plan of Levi’s Red Tab® and Sykes®
TRAINING
• Training has a limited impact on the quantitative performance of the stores and not a consistent one.
• Hypothesis testing indicates that training has a positive impact on KPIs. But, more reliable methods to analyze the
effectiveness of training should be formulated. Mystery shopping scores, Training Test scores, Comparing KPIs
against KPIs of the same period of the past year and individual staff KPIs are some means to better record and
evaluate training.
• Staff must be provided with individual training material to study in their spare time and refresh what they know.
PROBLEMS IN COMMUNICATION
• The common portal must be accessible to the stores to make it considerably easier to share information.
OBJECTIVE
Half yearly newsletter from shoppers stop on fashion, lifestyle and youth to
FC members.
OBJECTIVE
o The objective of the project is to design a Standard Operating
Procedure for Category Management which can serve as a guideline
to follow an effective and efficient process in order to bring about
positive changes in customer conversion ratios and profitability.
o To study the theoretical aspects of category management and
analyze the present category management process at Pantaloons
o To study and understand the Supply Chain Management at
Pantaloons
o To conduct a Marketing Research to determine the city profiling,
customer demographics and customer preferences with respect to
accessories category at Bangalore Central mall
FINDINGS & SUGGESTIONS
o The location of the store is excellent in terms of accessibility; there is a
good trade area atmosphere around the store with the presence of Garuda
Mall, Lifestyle and other large retail formats
o Bangalore Central was the second most preferred shopping destination after
The Forum mall, although it did not have movie theatres
o The brand basket of Bangalore Central was its major strength
o Nike, Fastrack and VIP were the most preferred brands in the sportswear,
watches and innerwear category
o A majority of the respondents preferred to shop for sportswear more
frequently than other categories of accessories
o PRIL should focus more on youth wear as youngsters aged between 18 to
25 years of age acounted for 42% of the respondents
o Global Count :
o It will be done as per the schedule by Inventory Team with the help of Concept staffs.
o Schedule will be prepared based on Category A B C & D. Category will be defined based
on the value of variance starting higher to lower value. A will be assigned to
brand/supplier having higher variance/high value and “D” will be assigned to brand
having lower value variance.
o Global count variance will be generated by inventory based on the system qty.
o Concept staffs to continue the global count which they do as of now but only for Category
A and B as per the same periodicity mentioned above but in such a way that it does not
overlap with the schedule Inventory Team.
Name: Supreet Gandhi
Organization: Pantaloon Retail India ltd.
Project Title: To Study Front-End Retail Operations at Levi
Strauss Signature
OBJECTIVE
To find out the performing key brands in the women’s western wear category in
Central thereby finding out the fast and slow moving merchandising categories.
A marketing research for customer profiling of the women’s wear category.
FINDINGS & SUGGESTIONS
The top most brands in the category are AND, Jealous and Provogue while Anjanne is the least
performing brand.
Most of the brands have declined in their sales across the period of four months .Only some brands
like Anjanne, Color Plus,Provogue and Remanika have shown growth.
While Jealous has been the consistent performing brand across all the months.
Casual tops and casual bottoms are the fastest moving category
Formal bottoms are the slowest moving among all the brands.
Brand wise findings-
109 F-Casual tops is the top most selling category.
Findings for market research
Jealous -Jeans is the fastest moving & performed best in November. Winter wear and formal
bottoms perform the least in the brand.
Most people prefer both Indian and western wear.
Maximum respondents’ wardrobe consists of more than 75% of western wear.
Most people have 0-25% of formals in their wardrobe.
75-100% of the wardrobe consists of casual wear for most of the respondents.
25-49% of the wardrobe consists of the party wear for most of the people.
Maximum people prefer Central as the store for shopping followed by Shopper’s Stop and lifestyle.
Fit is the most important criteria while purchasing while price has been ranked lowest by
most of the people.
Central is the most preferred store on the basis of western wear department.
OBJECTIVE
To improve the sales of in-house brands
To work on display and v.m of inhouse brands to attract
the customers
To organize the events in store.
Mailers