Retailing at

General profileIt is a specialty stores and independent off-price retail stores. Deals with kids wear, apparels and accessories Started by Mr. Sanjeev Narula in 1991.

HistorySanjeev Narula setup a small unit with 25 sewing machines in Delhis Govindpuri area. He employed 4 people and hired tailors on contract to take up fabrication work for exporters. Started with the 1lakh of investment which came from his own savings and as a loan from his father. He closed 1990-91 with the turnover of Rs. 8 lakhs and it proved as a turning point. April 2003 - Opened the first store at Delhi. Then booked shops in upcoming malls over the country in five years. Internationally Lilliput entered in Bahrain in 2007, China in March 2008 and Egypt in June 2008 with 5 stores

Lilliputs ClientelesIn USA:

In UK:

In France:

In South Africa:

In Germany:

Strength statisticsSTRENGTH STATISTICS Exclusive brand outlets Shop-in-shop in multi-brand outlets Distributors Cities Point of sale Over 250 250 35 150 1000+

Channel Partners

Retailers marketing DecisionTarget market:In Lilliput, the market is targeted kids only. The segmentation is done according to the age group. It starts from age of 3 months to 12 years.

Service/store atmosphere:The atmosphere of Lilliput is created by putting wallpapers of kids wearing Lilliput's dress or accessories. Window displays, dresses arranged systematically

Product assortmentThe products are categorized in 6 categories: Infant Toddler Boys Girls Icon wear Party wear Accessories

Infants

Toddlers

Boys

Girls

Icon wear

Party wear

Accessories

Price: The pricing of Lilliput dresses and accessories are decided by the management (Sanjeev Narula). The price of the dresses varies according to the age group of kids. The pricing of Lilliput dresses and accessories is done by odd pricing of 5. The difference in pricing of age group is gap of Rs. 100. After the apparels are launched, the price of it is reduced after 2-3 months by keeping offers.

Discount for Lilliput loyal customersTie-up from Pizza hut VLCC Himalaya Dalmia Resorts The Chakraas Donut Master Yo! China Navratna Buds n Blooms Related to Food % of discount 10% Tie up for Delhi NCR Pan India Pan India Pan India Delhi NCR Delhi NCR Pan India Delhi NCR Pan India

Beauty and fitness Up to 30% Opticals Resorts Kitchen, Louncen bar Food Food Jewelers Florist 10% Up to 20% 20% 15% & 20% 15% & 10% 20% & 15% 20%

Promotion decision: The promotion decision is taken by Mr. Sanjeev Narula. Till now 2 TV advertisements have been done where the kids wear is promoted by a fashion show. Lilliput has also promoted their kids wear through movies like Bhootnath and Love Story 2050. It conducts fashion shows with their new collections such as Spring Summer Collection 10 and Autumn-Winter Collection 09.

Location: The Lilliput outlet is situated at Bogarves Circle, opposite to Nucleus Mall. It is a central location place where many branded outlets are available; in which Lilliput is the one.

Future of RetailingIn Belgaum, only one store is available and according to the policies, there should be one store in the city. So, there is no future of getting more outlets in Belgaum. But it is possible to showcase the Lilliput brands in Big Bazaar.