WESTSIDE

KEEP YOUR
STYLE ALIVE

HISTORY
Story began circa 1998 when TATA
acquired LITTLEWOODS a London
based retail chain
Acquisition was followed by
establishment of Trent Ltd.
LITTLEWOODS was subsequently
renamed WESTSIDE
WESTSIDE has carved a niche for
its brand of merchandise creating
a loyal following
Has garnered numerous accolades
like Indian brand summit, most
admired format retail chain etc

FACTS
1952-TATA entered cosmetics business through
Lakme Ltd.
1996-Lakme entered into joint venture with
Hindustan Unilever
1997- TATA sold their stake in Lakme to HUL for Rs.2
billion
1998-TATA ventured into retailing and acquired
the Britain based Littlewoods retail store in
Bangalore
1999- Westside expanded its operations to Chennai,
Mumbai and Hyderabad.
2000- During the Diwali season Westside launched
a festival of delights program
2001- Second store in Mumbai, Pune, Kolkata and
Delhi
2002- Store in Nagpur and second store in Delhi
and signed Yuvraj Singh as his celebrity endorser.

MISSION STATEMENT
To be the most preferred and
consistently profitable Lifestyle retailer
Develop a comprehensive
understanding of customer needs
Always be in forefront of fashion and
services by anticipating and exceeding
the expectations of customers
Continue to scale new heights of
excellence through teamwork
Policy to satisfy customers with the
range, quality and value of the products
to customers
Complete confidence in the quality of
merchandise

SELLING OWN BRAND

To earn high profit margins on
Private Labels Brand
Grab the opportunities to stand out
from the crowd
International retailers using own
label brands
To control on quality of the product
To offer unique valuable product to
customers

SELLING OWN BRAND

ADVANTAGES
High margins
Freedom in pricing
strategies
Control on quality
Control on scrap and
wastage
Helps in market expansion
Adding value to the
customer in giving low price
Very few players are into
manufacturing

DISADVANTAGES

just another brand

Underestimate competitors
Customer giving preference to
established brands
Private labels cannot be
successful without good
effective strategies
Cost is high because production
is low
High advertising to promote the
brand
Potential risk- Failure of product

KEY AREAS
CHEAP- WINNING WITH
PRICE
BIG- WINNING WITH
DOMINENT
ASSORTMENT
HOT- WINNING WITH
FASHION
EASY- WINNING WITH

Westside
Retail
Model

Marketin
g
Researc
h

Advertisi
ng And
Promotio
Product n
And
Positionin
g

Retail
Layou
t

Custome
rs
Feedback

MARKETING RESEARCH
Conducted marketing research before
entering in new city.
Collected information on population,
buying patterns, demand potential,
lifestyles etc.
After conducting research it was
observed that ratio of both store own
brands and other brands was 30:70.
It was also observed that Indian
retailers suffered on account of poor
economics and investment in brand
building as compared to the
international retailers.

RETAIL OUTLETS
Strategy
Westside decided to push its own brands to earn
high margins as they had more control over the
manufactures, quality and distribution.
By selling the products under westside brand, the
company was able eliminate intermediaries and
hence intermediaries commission was saved that
leaded to higher profits.

Problems Faced
Expensive real estate: To save costs on real estate,
westside decided to get shop-space on lease.
Difficult task to find spacious locations in
showrooms in metros.
Westside adopted a free form of retail outlet also
known as boutique outlet.

Contd.
Stocks
Each store on average stored
30,000 SKUs of different
products.
Merchandise sourced from 250
exporters from Delhi , Mumbai
and Bangalore.
Centralized buying for all products

COMPETITIVE ANALYSIS
STORES

SHOPPP LIFESTYL WESTSID GLOBUS

ERS
E
E
STOP

POSITIONING

EXCELLENT
SHOPPING
EXPERIENCE

TRENDY,
YOUTHFUL &
VIBRANT
BRAND

STYLE &

FORMAT
TYPE

MULTIBRANDS
{BRANDS &
PVT
LABELS}

MULTIBRANDS

EXCLUSIVE
TATA TREND
GROUP ONLY

PITCH

Shopping
experience

Latest fashion Affordable

Style

LATEST
FASHION AND
STYLE

Target

Affluent

Affluent

Upper Class

EXCELLENT
SHOPPING
AFFORDABILIT EXPERIENCE
Y

Middle Class

BRANDS AND
PRIVATE
LABELS

PROMOTIONAL STRATEGIES
Two parameters: style and
affordability
External communications through
advertising
Great shopping experience
Based on theme like mix and match
, live bands and other attractions
By giving scratch and win cards
during festive season
Advertising contract with leading
personalities
Offered CLUBWEST loyalty cards

FUTURE OUTLOOK
Greatest challenge to beat the
unorganized sector as 98% of
Indias retail garment industry
operated in unorganized sector.
Main focus was to get people
visit instead of unorganized
sector
Making customers realize that
Westside give latest style at
very good prices

THANK
YOU
MADE BY
ANKITA SHARMA
NEHA SHARMA
ISHA RANA