final westside presentation_21 sept

8/4/2019 Final Westside Presentation_21 Sept

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SummaryWESTSIDEBRAND STUDY

WESTSIDEBRAND STUDY


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Presented By-

Vinayak Jagdale 35

Ulka Khedekar 44

Ejaz Shaikh

Atul Moynak

Momin


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AgendaIntroduction

Features

STPD

SWOT Analysis

4 PS

Product

Price

Place

Promotion

Competitor Analysis

Strategies

Recommendations


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Started by Mrs. Simone TATA

Today it has reached 28 cities with 49 stores

Currently it is headed by Noel TATA

Designed to cater to shopping needs of various

customer

The store size range between 15000-30000 sq.

feet

Annual sales for 2010 was Rs. 543 cr. With net

profit of Rs. 40 cr.

Introduction


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Stores

Ahmedabad

Aurangabad

Bangalore

Chandigarh

Chennai Coimbatore

Faridabad

Gurgaon

Hyderabad

Indore

Jaipur

Ludhiana

Mangalore

Mumbai

Nagpur

Nasik New Delhi

Pune

Surat

Thane

Varanasi

Vashi


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Mission Statement

To be the most preferred and

consistently profitable lifestyle retailer


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Features Designed to be one-stop shop for complete family

Offers broad product variety

Value for money products - good quality, lowprices , contemporary and exclusive designs and

wide variety

Good store ambience shelves not overloaded

Focus on I-got-a quality-product-at-a-

reasonable-price feelings


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STPD


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STPD

1. Segmentation

Demographic

Family

Sex

Males & Females

Age group

10yrs- 50yrs and above


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STPD2. Targeting

Target Audience

Kids

Men

Women

Economic

Upper middle and lower upper class

Psychographic

Fashionable lifestyle


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STPD3. Positioning

The brand name itself gives an upbeat feel

Initially, started off with Fashion at

affordable price

Current positioning is Endless possibilities

In, 2002 Yuvraj Singh was their Brand

ambassador

Their Current Brand ambassador is actress

and Brazilian model Giselle Monteiro


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STPD4. Distribution

Products distributed from Mumbai

headquarter

Stock replenishment done mainly on Fridays


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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 stockavailability

Opportunity

Rising disposable income

Urbanization

Threats

Competition from organized retail

players

Competition from local retailers


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4 Ps


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Product Has about 7-8 product category

Displays majorly in-house brands

Also, has tie-up with other brands


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Product RangeMens Wear & Accessories

Womens Wear & Accessories

Kids Wear

Crockery & Kitchen Appliances

Daily Necessities

Branded Jewellery

Gift items

Furniture

Footwear


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Beyond Product Employees are trained on various aspects

like :

Product Knowledge

Workplace Ethics

Communication Skills

Courteousness


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Price Pricing decision is consistent with firmsmarketing 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


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Place Chain of stores mainly functioning in malls Stores mainly located very near its

competitors

Products distributed from Mumbaiheadquarter

Stock replenishment done mainly on Fridays


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Promotions


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Competitors


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Competitors AnalysisShoppers Stop Lifestyle Westside

When they

started?

1991 in Mumbai 1999 in Chennai 1998 in

Bangalore

How they

started?

The Rahejas

had a property

which they

wanted to makecommercial

viable

Lifestyle is part

of the landmark

group, a dubai-

based retailchain which

made its way

through fashion

retailing

Lakme tookover

littlewoods

(opened in

bangalore)which is now

known as

Westside owned

by TATAs

Present Stores Currently

operation 24

stores

Currently

operating 13

stores

Currently

operating 59

stores style and

reasonable price

supported by

quality


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What they did? Started its

loyalty

programme in

1994: First

citizen card

Contribution tosales:

66%

Started its

loyalty

programme in

Jan, 2001: The

inner cirlce

Contribution tosales: 40%

Started its

loyalty

programme in

May, 2001:

Clubwest

Contribution tosales: 60%

Store Ambience Well designed,

beautiful & air-

conditioned

Gives a classy

royal feeling

Well designed,

beautiful

ambience

AC not

sufficient as perthe footfalls in

the store

Well designed

interiors,

sprawling space

and air

conditionedambience

Gives and

energetic and

youthfull effect

Sofas provided

for the comfort

of the customer


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Aisle Space Maximum aisle

space for

convenient

movement of

customer

Sufficient

aisle space for

convenient

movement of

customer

Cluttered

arrangement of

merchandise

and less aisle

space

Signage Signage in

black and white

Signage

depicting style

and size not

properly

arranged

Less use of

signage

Only signage

denoting

different section

present

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


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Problems faced by Westside Target customer base change overtime

Not much shelf space is given to the

International brands

Customer preferences are changing from in-

house labels to international brands

Lesser media promotions


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Strategies adopted by Westside Aiming to increase their customer base by

adding the international brands in their

product basket

Planning to introduce canned continentalfood like sushi, wine and cheese on their

counters


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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


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Thank you

final westside presentation_21 sept

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