Professional Documents
Culture Documents
BRAND STUDY
WESTSIDE BRAND STUDY
Presented ByVinayak Jagdale Ulka Khedekar Ejaz Shaikh Atul Moynak Momin 35 44
Agenda
Introduction
Features STPD SWOT Analysis 4 PS Product Price Place Promotion Competitor Analysis Strategies Recommendations
Introduction
Started by Mrs. Simone TATA Today it has reached 28 cities with 49 stores Currently it is headed by Noel TATA
Stores
Ahmedabad Aurangabad Bangalore Chandigarh Chennai Coimbatore Faridabad Gurgaon Hyderabad Indore Jaipur Ludhiana Mangalore Mumbai Nagpur Nasik New Delhi Pune Surat Thane Varanasi Vashi
Mission Statement
To be the most preferred and consistently profitable lifestyle retailer
Features
Designed to be one-stop shop for complete family Offers broad product variety
Value for money products - good quality, low prices , contemporary and exclusive designs and wide variety
Good store ambience shelves not overloaded Focus on I-got-a quality-product-at-areasonable-price feelings
STPD
STPD
1. Segmentation Demographic Family Sex Males & Females Age group 10yrs- 50yrs and above
STPD
2. Targeting
Economic Upper middle and lower upper class Psychographic Fashionable lifestyle
STPD
3. Positioning
STPD
4. Distribution
SWOT Analysis
Strength
Growing at a faster pace Brand name of TATA Good customer base Apparels are cheaper Attractive promotional schemes and heavy discounts Quality and branded stuff only Location advantage
Weakness
Not much product range Lack of differentiation Poor inventory turns and stock availability
Opportunity
Rising disposable income Urbanization
Threats
Competition from organized retail players Competition from local retailers
4 Ps
Product
Has about 7-8 product category Displays majorly in-house brands Also, has tie-up with other brands
Product Range
Mens Wear & Accessories Womens Wear & Accessories
Kids Wear
Crockery & Kitchen Appliances Daily Necessities Branded Jewellery Gift items Furniture Footwear
Beyond Product
Employees are trained on various aspects like : Product Knowledge Workplace Ethics Communication Skills Courteousness
Price
Pricing decision is consistent with firms marketing strategy and target market They believe in democratizing their service and charging fair price
Offer value for money proposition for consumers, especially by offering their own brands
Helps to augment their sales margin In recent past a lot of price variations were made It aimed to target all customer groups
Place
Chain of stores mainly functioning in malls Stores mainly located very near its competitors Products distributed from Mumbai headquarter Stock replenishment done mainly on Fridays
Promotions
Competitors
Competitors Analysis
Shoppers Stop When they started? 1991 in Mumbai Lifestyle 1999 in Chennai Westside 1998 in Bangalore
The Rahejas had a property which they wanted to make commercial viable
Lifestyle is part of the landmark group, a dubaibased retail chain which made its way through fashion retailing
Currently operating 13 stores
Lakme tookover littlewoods (opened in bangalore) which is now known as Westside owned by TATAs
Currently operating 59 stores style and reasonable price supported by quality
Present Stores
Competitors Analysis
Shoppers Stop
What they did? Started its loyalty programme in 1994: First citizen card Contribution to sales: 66% Well designed, beautiful & airconditioned Gives a classy royal feeling
Lifestyle
Started its loyalty programme in Jan, 2001: The inner cirlce Contribution to sales: 40% Well designed, beautiful ambience AC not sufficient as per the footfalls in the store
Westside
Started its loyalty programme in May, 2001: Clubwest Contribution to sales: 60% Well designed interiors, sprawling space and air conditioned ambience Gives and energetic and youthfull effect Sofas provided for the comfort of the customer
Store Ambience
Competitors Analysis
Shoppers Stop
Aisle Space Maximum aisle space for convenient movement of customer Signage in black and white Signage depicting style and size not properly arranged
Lifestyle
Sufficient aisle space for convenient movement of customer Less use of signage Only signage denoting different section present
Westside
Cluttered arrangement of merchandise and less aisle space Proper and effective use of signage denoting size, segment etc Special offers like best buy highlighted for kidswear distinction made clearly by mention of relevant age group
Signage
Recommendations
Westside should spend more on media promotions Hire appropriate brand ambassador, depending on type of customer they target Should try to increase their theme based shops Positioning needs to be done more efficiently
Thank you