Westside _Group3

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8/4/2019 Westside _Group3

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Westside

Group 3

aneveryday

girldressedin

aquintessential

girlinthetown

asophisticatedmaiden

stylelady

hotdiva

agirl-next-door

trying to figureout the look forthe day

aneverydaygirldressedinblue

a quintessential

girlinthetown

asophisticated maiden

achicstylelady

auberhotdiva

agirl-next-doortrying to figure out the look forthe day

Endless Possibilities campaign is based on the :

- need for reinvention and the pursuit of newness

- need to defeat sameness and cloning, evident in mass fashion today

Endless Possibilities is the expression of an imaginative lifestyle and experience which is the

promise that Westside is making to its customers.

In their advertisement each look has a different expression, story and attitude - imagine

the endless possibilities with all the different looks a Westside store has to offer.

Positioning and Target Consumer

Proposed Positioning:

Converting fashion conscious

Youth who shops with

unorganized sector to get

associated with Westside to

experience Westside brand

at affordable prices.

Target Consumer :

Females and males between

16-36 years of age (both

individuals and family)

Current Positioning:

Tap the new empowered

woman’s brand loyalty with

their stylized yet pocket

friendly offerings. Quality,

affordability and style.

Target Consumer :

Women focused strategy and

youth in the metro cities

PRConcept: To encourage target audience to shop at West Side for all possible

options i.e. Women’s wear, Men’s wear, Kid’s wear and Home Décor. This

way we can maintain the current Brand Positioning and also include other

Target Audience for the various other product offerings

Event: “Westside Villa”

Idea: Prepare a model of 2/3 BHK house’ which can be decked up using the

entire range of products offered by Westside e.g. Home Décor, fashion &

styling accessories, gifts/ decorations etc.

Coverage : Press coverage in Brunch, Delhi Times/Gurgaon Times, HT City,

Dainik Jagran, Punjab Kesari, Mid Day,

Home DécorPillow Covers, Quilts,Curtains, Bedsheets

Living Room

Concept

WardrobeWomen, Men, Kids

Wardrobe

Concept

Home Décor

Towels, Decorative items,Coffee Table, Stylish coffee

mugs, Decorative items

Kitchen &

Washroom

Concept

Restyle your wardrobe,

Renew your décor

Refresh yourself

Xplore Westside Villa*

Loyalty Program for PR

Save In Style Card

Welcome to the Save-In-Style Club.

On every purchase earn a credit of

additional 5% (i.e. 10%) from

October 1 to October 26, 2011 in your

Westside Style Account.

Save-In-Style membership available

at all Westside Outlets.

Westside Style Account earningdetails will be mailed to you either

by postal mail or e-mail. Get the new

look you have got your eye on.

refresh renew restyle

Enroll and Get Started on Save-In-Style now!

We're inviting you to get additional 5% credit when shopping withus from October 1 to October 26, 2011. It's free to join and easy to

save. Refer to our membership details .Who are you?

Name - _____________________________

E-mail Address - _____________________________

Phone - _________________________________

Address - ___________________________________

Something more about you –

I work / do business / self employed / study - ________________

I earn around (per annum) - __________________

I am married (yes / no) - _________________

I celebrate my marriage anniversary on - _________________

I was born on - ______________________

Save-In-StyleMembership form

Loyalty Program round the year

Save In Style Card

Welcome to the Save-In-Style Club.

On every purchase earn a credit of

5% in your Westside Style Account.

You can then use your earnings to

purchase anything of your choice.

Get 5% additional discount on your

birthday or anniversary.

Save-In-Style membership available

at all Westside Outlets.

Westside Style Account earning

details will be mailed to you either

by postal mail or e-mail. Get the

look you have got your eye on.

refresh renew restyle

Enroll and Get Started on Save-In-Style now!

We're inviting you to get 5% credit when shopping with us andmany more savings. It's free to join and easy to save. Refer to our

membership details .Who are you?

Name - _____________________________

E-mail Address - _____________________________

Phone - _________________________________

Address - ___________________________________

Something more about you –

I work / do business / self employed / study - ________________

I earn around (per annum) - __________________

I am married (yes / no) - _________________

I celebrate my marriage anniversary on - _________________

I was born on - ______________________

Save-In-StyleMembership form

Proposed Media MixTelevision

• KBC – 20 secs slot

• 2 times in one hr show

• Just Dance

– 20 secs slot

• Big Boss Season 5

– 20 secs slot

• Uttaran

– 20 secs slot

• 2 times in one half an hr show

• Radio city• Radio Mirchi

• Red FM

• Big FM

• Fever FM

Others

• Westside page at Facebook

• Ecommerce through Fashion & U

• Using OOH Media installed in office spaces

• 20 Secs slots

• Morning 8-10am

• 4 times in 2 hrs

• Evening 5-7pm

• 4 times in 2 hrs

Print• Dainik Jagran and Punjab Kesari

• Saturday edition, last page add, weekly

• The Times on India and Hindustan Times

• Friday edition, last page add, weekly

• India Today

• 2nd last page of the magazine/ monthly

Marketing Objective

To provide our customers with an international

shopping experience together with promising

high quality products and value for money, thusestablishing Westside as a preferred destination

amongst the fashion conscious community.

Media Objective

• To reach 75% of target audience twice a day for one

month before Diwali.

• This objective would help us achieve the following – Create Recall/ Awareness

– Build Imagery

– Boost Intention to purchase

– Increase depth (purchase frequency) or width (new users)

Target Consumer

Females and males between 16-36 years of age

(both individuals and family)

Market Prioritization

• Targeted markets would be:Cities having more than one store

Delhi – NCR, Lucknow, Mumbai, Pune, Banglore,

Chandigarh, Jaipur, Kochi, Ahmedabad, Vadodra, Calcutta,Chennai, Hyderabad.

• Will depend upon

– Highest-contributing markets (sales contribution) – Highest percentage of potential buyers (intention to buy)

– Areas where we are not keeping pace with the category (growth threat)

– Factoring in difference between brand & category potential (market

potential)

– Market with highest spend-focus of competition

THANK YOU

Media Mix

• Choice of media

– Where (which one)

– When

– Why

– Timing

– No of Ads

– Budget

Marketing Objective

• To establish Westside as most preferred

destination for shopping dress materials

among fashion conscious youths

Media Objective

• To reach 75% of target audience twice a day

for one month before Diwali

Target Audience

• Fashion conscious youth

Market Prioritization

Media Scheduling

Media Mix

• Choice of media

– Where (which one)

– When

– Why

– Timing

– No of Ads

– Budget

India Retail

• Penetration of organised retail is projected to increase to 7 per centby 2012 –13.

• The clothing and textiles/apparel segment dominated the organisedretail sector with revenues worth US$ 6 billion in 2007 –08,contributing more than 27 per cent to the organised retail pie.

•Two-thirds of India‘s population is under 35 years of age and morethan 60 per cent of the population will be in the working age group(15 to 60 years)until the year 2050.

• The median age of 23 years, opposed to the world median age of 33, sets the emerging young India apart.

• The availability of retail space and the growing trend of consumerism in emerging cities and small towns add to theattractiveness of the market.

• The top three major retailers (Pantaloon Retail Limited, ShoppersStop and Trent Ltd) account for only 9 per cent of the totalorganised retail market in India

• http://www.campaignindia.in/Video/271719,westside-claims-to-offer-8216endless-possibilities8217-with-its-new-campaign.aspx

http://www.afaqs.com/news/story.html?sid=25137

• http://www.bestmediainfo.com/2011/09/a-new-you-everyday-with-westside/

• http://iims-markathon.blogspot.com/2010/09/trent-limited-strategic-business-unit.html

• Westside

• Launched in 1998 in Bangalore by the Tata's, the Westside chain

• has been setting the standards for other fashion retailers to follow.

• Style, affordable prices and quality - these are the factors that have

• shaped Westside's success story in the retail fashion stores

• business. Westside stands out from the competition for a variety• of reasons. One is that a majority of the brands the chain stocks

• and sells are its own, unlike retailers who store multiple labels.

• About 90 per cent of Westside's offerings are home-grown and

• these cater to different customer segments.

In 2003 – 04 the company has already established eleven Westside• departmental stores measuring 20,000 sq ft each in major cities

• of the country. The company hopes to expand rapidly with similar

• format stores that offer a fine balance between style and price

• retailing. Future plans include establishing the Westside brand in

• all large towns with a population of over one lakh.

Private label opportunities

• The organised Indian retail industry has also begun

witnessing an increased level of activity in the

• private label space, which is expected to grow

further in the near future. Private label strategy is• expected to play a dominant role in the years ahead,

since its share in the US and the UK markets is

• 19 per cent and 39 per cent, respectively, whereas its

share in emerging markets (i.e., BRIC

• countries) is only 6 per cent.

Background

• Since westside is more than women clothes,

its about accessories and other sections also.

Hence I suggest position its as:

• Its new and its you

• Always refreshing

• refresh, renew, restyle

Positioning and Tag Line

• Be what you want to be

• Look the way you want to look

• Change your look and feel the change

• Its new and its you

• Tag Line• You’ll never think twice with westside

• Be what you are

Get the new look you have got your eye on.

• Westside Wardrobe challenge – Show us the

best you think you look like in a dress of your

own choice from your wardrobe.

• We will show you – you can look much better.

• For this we require Industry’s best fashion

designers – Manish Malhotra

Loyalty Program

Th S l C d

The Style Card A card on which you earn 1 points perRs. 100 spent.

On collection of 500 points or Rs.

50000 purchases get Rs. 500 voucher

Get 5% extra* discount on yourbirthday and anniversary

The Fashion Card A card on which you earn 2 points per Rs. 100spent.

On collection of 2000 points or Rs. 100000

purchases get your wardrobe makeover byleading fashion designers like ManishMalhotra/Suneet Varma etc. with a dressdesigned especially for you @ 50% discount.

Get 5% extra discount on your birthday andanniversary.

Every year get a free gift for only possessingthis card.

Th S l C d

The Style Card A card on which you earn 1 points perRs. 100 spent.

On collection of 500 points or Rs.

50000 purchases get Rs. 500 voucher

Get 5% extra* discount on yourbirthday and anniversary

The Fashion Card A card on which you earn 2 points per Rs. 100spent.

On collection of 2000 points or Rs. 100000

purchases get your wardrobe makeover byleading fashion designers like ManishMalhotra/Suneet Varma etc. with a dressdesigned especially for you @ 50% discount.

Get 5% extra discount on your birthday andanniversary.

Every year get a free gift for only possessingthis card.

aquintessential

girlinthetown

asophisticated

maiden

stylelady

hotdiva

agirl-next-door

trying to figureout the look forthe day

• From an everyday girl dressed in blue,

• She morphs into a quintessential girl-about- town,

• a sophisticated maiden,

a chic style lady roaming around the town,• a woman in an uber hot diva look and

• finally a casually stylish girl-next-door.

• All these avatars come together at one place which

happens to be Monteiro’s wardrobe where youspot her looking at all these dresses, trying to figureout which one she should wear for the day.

Current Campaign Rationale

Each look has a different expression, story and attitude - imaginethe endless possibilities with all the different looks a Westside storehas to offer.

Endless Possibilities is the expression of an imaginative lifestyle andexperience which is the promise that Westside is making to itscustomers.

Westside offers customers a range of exclusive own brand productswhich can create limitless possibilities for customers to expresstheir style and mood.

It’s a promise of something new, a promise for a better tomorrow.”

The theme behind the campaign emerged from the consumers’

need to defeat sameness and cloning, evident in mass fashiontoday. Thus the idea for using multiplicity as an execution forendless possibilities demonstrates a ‘new you everyday’

The campaign builds on the insight for the need for reinvention andthe pursuit of newness

Westside _Group3

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