amit retail
TRANSCRIPT
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BRAND POSITIONING OF RETAIL
OUTLETS OF APPAREL IN YOUTH
Presentation By :-
Amit SinhaRoll No:- (BM-09030)
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OBJECTIVESOF STUDY
OBJECTIVE-To determine whether or not all
organized apparel retail outlets are perceived
equally by young customer
SUB OBJECTIVE-
Whether these outlets are convenient for
customers
Whether young customers are price conscious
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INSTRUMENT DESIGN
Study is based on primary and secondary
data.
Formulation of questionnaire Close ended questions
Rating scale used
Sample size:- 70 respondents
Sampling Method- Stratified
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What is brand?
A brand is thus a product or service that adds
dimensions that differentiate in some way
from other products or services designed to
satisfy the same need.
These differences may be functional, rational,
or tangiblerelated to product performance
of the brand.
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What Is Branding?
Were continually amazed at how many
people simply answer, a companys name or
a corporate logo.
Just like we know people by their names, we
know hundreds of brands by name. But, like
people too, the more you know about a
brand, the more it seems to have its own
individual personality.
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What is Brand positioning?
A Company discovers different needs and
groups in the marketplace, targets those
needs and groups that it can satisfy in a
superior way, and then positions its offering so
that the target market recognizes the
companys distinctive offering and image.
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Positioning start witha product, A piece of
merchandise,a service,acompany,an
institution, or evena person.
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Brand Image
Consumers perceive and accept many brands
within a certain trade group in different ways.
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What is Brand Equity?
Brand equity is an intangible asset that
depends on associations made by the
consumer.
Financial
Brand extensions
Consumer-based
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Overview of retail industry
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Established in 1998 as part of the Tata Group,
Trent Ltd. operates Westside, one of India's
largest and fastest growing chains of retail
stores.
These include Menswear, Womens wear, Kids
wear, Footwear, Cosmetics, Perfumes and
Handbags, Household Accessories, lingerie,
and Gifts.
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The foundation of Shoppers' Stop was laid onOctober 27, 1991 by the K. Raheja Corp. group ofcompanies.
Shoppers' Stop has progressed from being asingle brand shop to becoming a Fashion &Lifestyle store for the family.
Today, Shoppers' Stop is a household name,
known for its superior quality products, servicesand above all, for providing a complete shoppingexperience.
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Launched in January 1998, Globus is a part of the
Rajan Raheja group. The company opened its first
store in 1999 at Indore.
GLOBUS The revolution called fashion and style
sense is on. And Globus takes the lead with its
exceptional style and attitude with which it
develops its range, which is now so unique to
Globus
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Lifestyle International (P) Ltd, part of theprestigious Dubai based Landmark Group.
The launch of the first Lifestyle store in Chennai in
1999.In little over a decades time, Lifestyle hasestablished itself amongst the leading retailcompanies in India.
Positioned as a youthful, stylish and a vibrantbrand, Lifestyle offers its customers not just theease of shopping but also an enjoyable shoppingexperience.
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Pantaloon Retail (India) Limited, is Indias
leading retailer that operates multiple retail
formats in both the value and lifestyle
segment of the Indian consumer market.
Future Value Retail Limited is a wholly owned
subsidiary ofPantaloon Retail (India) Limited.
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Respondent profile
Sample size is 70 and out of that 49 are male
respondent.
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No. of Respondent Age wise
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Average Rank Of Each Store
Dimension\
Outlet
Westside Lifestyle Pantaloons Shoppers
stop
Globus
Variety 2.02 3.57 3.08 3.70 3.13
Price 2.33 2.97 3.22 2.97 4.02
Quality 2.88 3.59 3.56 3.57 2.23
Up-To-Date
Style
3.12 2.41 2.44 2.43 4.06
Display 2.65 3.56 3.27 3.48 2.49
Employees
service
3.07 3.40 3.05 3.71 2.27
Mean 2.67 3.25 3.10 3.31 3.03
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Average Rank Of Each Store
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CONCLUSION
Shoppers stop is received well by the young
students and if it can improve on the value for
money and up-to-date style aspects, it may
outshine all the other.
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