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Kirloskar Institute of Advanced Management Studies
Retailing & Franchising
Initial Project Submission
Pantaloons Vs Westside
Submitted To-
Prof. Bidyananad Jha
Submitted By-
Pavan S.G. (58)
Rajesh Kumar (67)
Shikha Gupta (83)
Kirloskar Institute of Advanced Management
Studies
RETAILING & FRANCHISINGRETAILING & FRANCHISINGRETAILING & FRANCHISINGRETAILING & FRANCHISING
Final Project Submission
Pantaloons Vs Westside
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Pantaloons and Westside
Formats of both the retail outlet:
Retailer Original Format Later Format
Pantaloon Retail Small format outlet (Shoppe)Department Store (Pantaloon)
Supermarket (Food Bazaar)Hypermarket (Big Bazaar)Mall(Central)
Tata/ Trent Department Store (Westside) Hypermarket (Star India Bazaar)
Rationale for the selection of project topic:
The Indian retail sector is ranked as one of the worlds most exciting retail destinations. It
comprises of 13% GDP and employs 6% of the nations workforce. The organised sector in India
is only 6 to 8 percent and a high growth is witnessed in this sector. According to the consulting
firm A T Kearney, the total retail sector in India is of $450 billion out of which 80% is run by
un-organized sector.
Both of the Retailers i.e. Pantaloon Retail (India) Limited and Westside we have chosen for
analysis, fall under the category of organized retail in India and mostly known for apparel.
Presently the share of organized retail in merely 4-6 % and is expected to grow drastically soon.
Below is the customers aspiration pyramid out of organized retail (Apparel)
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Pantaloons
In 1987, Pantaloon was incorporated as Manz Wear Private Limited. In the same year,
the company launched Pantaloons trouser. In 1991, Pantaloon launched BARE, the jeans
brand. The company made its initial public
offer in the following year. It also started
Pantaloon Shoppe, a franchised menswear
store across India in 1994. In the same
year, Pantaloon initiated distribution of
branded garments through multi-branded
retail outlets throughout India. In 1995, it
launched John Miller, the formal shirt
brand. In 1997, Pantaloon launched a
family store, Pantaloons, in Kolkata, India.
Pantaloon Retail, the group operates over
12 million sqare feet of retail space in over
71 cities and towns and 65 rural locations
across India. The group owns several
leading formats including Pantaloons, Big Bazaar, Food Bazaar, Home Town, eZone and
Central.
Pantaloons is among Indias largest chain of fashion stores. Pantaloons Fresh Fashion, with its
focus on fresh and attitude offers, trendy and hip collections that are in sync with the hopes andaspirations of discerning young and young-at-heart consumers. All stores have a variety of
categories like casual wear, ethnic wear, formal wear, party wear and sportswear for men,
women and kids.
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Retail format at Pantal
Store Location:
Pantaloons is located in pos
Further the easy availabilit
location accessible for shoppi
and Tier III cities along with
Pri
StoreDis
ons:
h locality in the centre of the city.
of transport facilities makes the
ng. They are now targeting to Tier II
ier I and metros.
RetailStrategy
CustomerService
MerchandiseAssortment
Location
CommunicationMix
cing
esign &play
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Merchandise Assortme
Pantaloons follow category
managers look at sales and m
and breadth of a category at d
Pantaloons follow a free form
placed anywhere but strategi
stores, Malls, e-retailers. T
Pantaloons is done in such a
up together in different sizes
every size at one point only.
Pantaloon
s Brands
Men's
Formals Ethnic Form
t:
management in its day to day merchandisi
argins of each brand in a category. It create
ifferent price points, fabric design, shape, sea
store layout where no particular format is fo
ally. Pantaloons fall under the following ca
e arrangement of the clothes in
ay that same type of clothes are put
o that same clothes are available for
Pantaloon
s
Women's
ls Casuals
Non
Pantaloon
s Brands
Men's
Formals Casuals Form
ng practice. Category
product across length
sons, colour and size.
llowed and anything is
egory Departmental
Women's
ls Casuals Ethnic
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Ambience:Generally the stores exterior is designed in such a way that it announces what it has and what can
a customer expect inside. The interior of the store tries to give a sense of comfort and cozy
feeling to its visitors. The flooring and ceiling creates the sophistication and the lighting, color,
fragrance and music adds to its ambience to create a feeling of
store security. These factors helps to not only attract the customers
but also keep then within the store for a longer time. Other than
these they have display areas where they have dummies,
accessories and other stuff which creates a curiosity and need in
the mind of the customers walking in.
The type of customers:
They target at different segment of population in terms of income and age group. Their main
customers are the fashion freak with an emphasis on the youth. They offer discounts on both
branded and non branded items.
Westside
The Westside story really began in1997, when the Tatas sold Lakme,
their cosmetics business, to
Hindustan Lever and acquired the
Britain-based Littlewoods retail
chain. Westside operates in an
area ranging from 8000 34000
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sq ft in 31 cities with a total of 59 departmental stores.
Westside is one of the Indias fastest growing chains. It has several departments to meet thevaried shopping needs of the customers which include mens wear, womens wear, kids wear,
footwear cosmetics, perfumes and handbags, household furniture accessories, lingerie and gifts.
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 Westsides offerings are home-grown, and they cater to different customer segments.
The other 10 per cent includes toys, cosmetics and lingerie.
Store Location:
Westside has different types of location through which it can reach the customers at its best.
They try to be present in most of the malls and shopping centers. The company has already
established 49 Westside departmental stores (measuring 15,000 - 30,000 square feet each) in
Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Gurgaon, Ghaziabad & Noida (to be
considered as 1 city), Hubli, Hyderabad, Indore, Jabalpur, Jaipur, Kanpur, Kolkata, Ludhiana,
Lucknow, Mangalore, Mumbai, Mysore, Nagpur, Nashik, Pune, Raipur, Rajkot, Surat, Vadodara
and Jammu. The company hopes to expand rapidly with similar format stores that offer a fine
balance between style and price retailing.
Ambience
Here the ambience is good and as comfortable as other outlets like Pantaloons. They have a
policy for their store employees that they will serve customers standing. The Westside outlets in
Mumbai and Hyderabad have an additional drawing card: Taj Cafs that serve delicious pastries,
sandwiches and coffee.
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Type of customers
The customers targeted by Westside are mainly middle
class. They keep product both branded and private
label. They also run discount schemes to attract more
and more customers. They also have designers wear
and are known as fashion store with which they target
the youth.
Merchandising Planning, category of Merchandise, Variety & assortment.
Merchandise
Pantaloons apply the concept of category management in its day-to-day merchandising function
as against the traditional brand management merchandising practice followed by most retailers.
Category managers, in Pantaloons, look at sales and margins of each brand in a category. The
whole idea of category management is to create products across length and breadth of a category
at different price points, fabrics, design, shape, seasons, color and size.
They are characterized by a broad variety, deep
assortment. The Category manager develop a
merchandising strategy for the category taking into
consideration customer profile, classification, resource
structure, vendors, fashion trends, items and price points.
The category manager visit stores regularly to check
assortments of merchandise displays, stock levels and old
season merchandise, consult with team leaders and sales
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people on problems and suggestions. Although no concrete information was provided with
respect to the ways of forecasting the sales and inventory planning, it was highlighted that a
buffer stock of approximately 10-12% of the total stock is maintained in the store.
Display Areas, Walkways & doors
Pantaloons stores have very attractive display areas, in
which they put the dummies, accessories & all. They
have a broad walkway & doorways.Also there are small screens put up at various corners
which are most visible, and which they show case ads of
their own as well as other brands available there. Here
each racks are placed in such a way so that consumers
can easily take their wanted products. Pantaloons have their own in house brands in Apparel as
well as different sections.
Pantaloons visual merchandising is creative, innovative and outstanding which can be seen from
its own in house private brands such as John Miller. All the merchandise is placed at both 360
degree and 180 degrees. The new launched products are showed by prominent color back
ground. Window display is highly interactive for impulsive buyer. Retail management
assignment on pantaloons retail India limited.
Pantaloon Retail (India) limited has a wide merchandising. It keeps own label as well as private
label in its store throughout the India.
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Categories and private labels
S. No. Private Label Category
1Pantaloon
trouser Men's wear
2 Bare DenimJeans, Knitwear, Gabardine, Jackets and other
accessories
3 John Miller Shirts
4 Shrishti Ladies wear
5 Scotville Winter wear, sweaters and blazers
6 Scotville Ladies western wear
7 Annabelle Ladies western wear, formal wear
8 Agile Sports wear
9 Mix n match Buying separates and combining
10 Honey Western wear brand for young girls
11 Akkriti Men's ethenic wear
12 Lombard Classic English formal wear
13 Trishaa Stiching salwarkammez
14 UMM Trendy sports and utility wear
15 Ghagroos Men's ethenic wear
16Remanika Ladies wear, Kurties
17 Urban Yoga Men's wear
18 Jealous Girls wear
Assortment and Variety
Pantaloons typically fall in the High Assortment High Variety quadrant. Although the
assortment and variety in each of the categories is high, depth is emphasized upon in case of core
merchandise categories such as mens formal wear, mens casuals and sportswear. Conversely,
the typical fashion apparels and accessories are dominant on the Width front.
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Westside
Private label
Private label products or services are typically those manufactured or provided by one
company for offer under another company's brands . Pr iva te l abel goods and
services are available in a wide range of industries from food to cosmetics to webhosting. They
are often positioned as lower cost alternatives to regional, national or international brands.
Westside has many private labels in its merchandise portfolio. Private labels in Westside
includes :
1. 2 F 4 U
2. SRC
3. Gia
4. Urban angel
5. Intima
6. David Jones
7. Ascot
All these brands are produced for Westside
only and can be found in Westside only.
These apparel brands are given separate
space for displaying their merchandise and
more promotional offers are there on them to
increase their sales. At some places, these
private brands are mixed with branded
clothes so in that case these private labelsare put in lower shelves.
Westside has 90 per cent of its merchandise as private label brands and witnessed a growth of
nearly 28 per cent in the retail space last year, despite the downturn
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At Westside we are not retailing any other garment brands. We stock only our own store brands.
This means that all the stuff available is made or sourced by Westside itself and therefore the
store label Westside acts as a product label. Only in a few categories such as cosmetics and
toys are brands other than Westside present. Those are categories that complement the Westside
range.
We have positioned Westside on the fashion at affordable pricing plank. By retailing our own
Westside brand we are able to eliminate intermediaries and therefore offer better prices.
Westside is unique with its own brand of merchandise, which is trendy and individualistic. We
cater to the shopper who values not just the product but the total shopping experience.
To cater to this need, Westside has its team of in-house designers who design exclusively for the
store. All merchandise passes the stringent quality standards that befit everything that carries the
Tata name. The products at Westside are not just of high quality and reasonably priced but are
contemporary and stylish as well.
The stores are divided into many departments -- menswear, womenswear, kidswear, household
accessories, gifts, cosmetics, perfumes and other accessories. For women, there are casuals,
formals and chic Indian wear. The range has great depth spanning from basic clothing to very
trendy wear. Unlike a lot of stores, the range at Westside caters to a wide age group and takes
into account differing tastes and requirements. We offer accessories as well, such as handbags,
jewellery, scarves and hair accessories.
In menswear, the range goes from formal to casual and sporty. And, pricewise, it extends from
the value to the premium segment. Kidswear at Westside is designed to follow international
trends; it is uniquely styled, whether you opt for the dressy, smart or casual.
The household section is extremely contemporary. Westside is open on all days of the week.
Most international brands are expensive. Westside felt that there was room for an Indian brand
based on international fashion. Another reason was the increasing popularity of readymades,
which offer greater convenience, more choice in designs, style and originality.
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The most important reason is to make fashionable products available at affordable prices.
Everyone is exposed to fashion but not everybody can afford it, so we decided to satisfy the
middle class markets fashion needs.
Analyze the two formats on the basis of Customer Service & Customer relation
Management.
CRM Systems:Data warehousing & mining technologies offer consumer data and apply it to business. This, along
with the various available CRM (Customer Relationship Management) Systems, allows the study of
the buying behavior of consumers in detail and grows the value of individual consumers to their
businesses. SAP implementation is not a single phase process. The project was divided into three
phases.
The first phase involved blueprinting existing processes and mapping them to the desired state. In
this phase, the entire project team worked on current processes within the structure of the
organization, analyzed and drafted them. This blueprint was later used in the formation of new states
of the solution. Since the SAP would combine all the processes, each and every one of these had to
be evaluated.
In the second phase, the SAP platform was developed with the help of Nova softs template which
was predefined by SAP after evaluation of Pantaloons needs and expertise in retail solutions.
The last phase in this project was for stores to switch over to the new system and for current data to
be ported. Before the SAP implementation, all the data was unorganized. This data had to be
migrated to the new SAP application.
At pantaloons, they use various loyalty plans to attract and retain the customers. They treat their
customers very respectfully and try not to leave any customer unattended.
The various plans run under customer service management are-
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Pantaloons greencard
The Pantaloons greencard membership is free. This means you need not shop for a certain
amount or pay a nominal fee to get a GC membership. All you have to do is fill up a simple form
and list your choices, which would help Pantaloons, keep customers informed on any offers that
may of interest to them.
Pantaloons greencard offers benefits like:
Instant discounts
Complimentary Parking Complimentary Home Drop (after alterations)
Relaxed Return Policy (90 days)
Complimentary shipping across India
Exclusive Sale Preview
And this is not all. For 3/5/7 star GC Members, in addition to all this, they will have exclusive
billing counters and a complimentary home delivery. And 7 Star GC members can look forward
to Assisted Shopping anytime they wish to do so at any of our 51 outlets across the country.
Payback Loyalty
PAYBACK is Europe's leading customer loyalty program, headquartered in Germany, with a
total of 25.5 million active cardholders in Germany and Poland. In India, PAYBACK
consolidated its position after taking a major stake in I-Mint. Today, with more than 30 partners
with 1,500 outlets and 10 million card members, its the only program which works with market
leading pan-India players from the banking, travel, petroleum and online sectors such as ICICI
Bank, HPCL, Univercell, BookMyShow and MakeMyTrip.
Now that Future Group has become a part of this bandwagon, customers are bound to earn points
at every step from formats like Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town,
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eZone,etc These points can then be redeemed for air miles, movie tickets, air tickets and vice
versa.
T24 program
T24 will provide customers with a dual
advantage all 24 hours of the dayShop More,
Talk More and Talk More, Shop More.
Shopping and talking on our mobile phones are
among the two favorite activities for all of us in
India. With T24, we have been able to develop a
unique customer value proposition that combines
these interests of the aspirational Indian. Customers will get shopping benefits for talking and
talk-time benefits each time they shop.
They believe that with their partners, Tata Teleservices Limited, they have been able to develop
a differentiated offering in the crowded telecom space and also increase the loyalty they enjoy
among the millions of customers who patronize our stores.
T24 (Talk 24) tariff plans reflect the competitive per-second rates being offered for pre-paid
customers on Tata Teleservices Limiteds GSM network. In addition, customers will be
rewarded with free talk-time for every purchase above Rs 500 made at Future Group shopping
outlets. For example, a T24 customer buying products worth Rs 2,501 at Pantaloons or EZone
will stand to gain 50 minutes of free talk-time. Also, a customer spending Rs 1,501 in Big Bazaar
will gain 90 minutes of free talk-time for every purchase. Plans will keep evolving to offer ever-
more attractive options to the customer.
Westside
Customer loyalty plan and customer relationship is one of the most primary activities in tata
Westside. Employees are trained to attend the customers in the most appropriate way. It is
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ensured that all the touch points are well managed. They emphasize on employees training about
the well conduct with customers.
In Westside, employees are not allowed to sit and hence most often they stand and attend the
customers. They have various loyalty plans to retain the old customers and also to gain the new
customers. They have a help desk at the corner of their outlet to register the complaints faced by
their customers. Employees make sure that no customer is left unattended.
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In Tata Westside, given below is one of their customer loyalty plan, which they are runningcurrently
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Branding the retail outlet.
Westside started with taglines like Surprisingly Affordable Price and then Keep your style
alive. They started with loyalty program in May 2001: Clubwest which has a Customer base of
50000(approx) in Hyderabad. Its contribution to sales was 60%. Currently it is operating in 29
stores with style and reasonable prices, supported by quality.
1. Club west card program
An assured return-and exchange policy reinforces customer confidence in thechain. Another winning Westside idea is Club West, a customer loyalty
programme launched in May 2001. The 50,000 plus members of this club get
rebates at restaurants and on holiday packages from the Taj Group of Hotels, home
delivery of alterations, and best of all, special shopping hours on the first day of
any discount sales event organized by the chain.
Important benefits of club west card
Most attractive rewards shopping
Instant use of the card
Easy to operate
Extra convenience
Validity at all stores
Westside does its regular brand building through advertisements in the media with brand
ambassador Yuvraj Singh and other young models; more importance its in-house
promotions, which peak during the three main festive seasons: summer, Diwali
and Christmas. The promotions are mostly theme based, withdecorations to match, live
bands and other attractions
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2. Fashion Logy
Westside has launched a new ad campaign title Fashion Logy. The campaign isdesigned to provide the buyer with not just clothing, but also guides and aid on dressing smart,
styling and accessorizing. The campaign sees on-ground activities and promotions designed to
interact with the consumer about their style. It includes womens corporate wear, girls wear, and
glam denim
Promotion during different seasons:
Sty stylish this monsoon with Westside
Buy 2, get 1 free
Back to college offer on Youth Wear
Jungle Safari promotion offer on kids stuff
Flirt with Formals this summer
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ESTSIDE
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At Westside, we have always believed in providing our customers with the finest shopping experience.
Now, we've made shopping with us a rewarding experience too!
Introducing CLUBWEST an extraordinary rewards program designed exclusively for Westside regulars
like you.
To get a Club West membership, contact the Clubwest desk at the nearest Westside store.
Pantaloons retail (India) Limited
Pantaloons uses various vehicles Integrated Marketing Communication modes form its branding.
Pantaloon at facebook
Pantaloons is coming up with various print advertisement such as
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These fancy print advertisement make a good appeal among the mid age youths of India. Theseadvertisements depict the independency and independence of oneself. These appeal to do whatyou want to do.
Pantaloons also organizes the fashion party and fashion contest to promote its brand among theyouths and other section of society and this way it also shows its new collection to public and aswell as this become a good public relation medium for the brand.
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This is one of the picture of femina miss India 2009 organized by pantaloon Retail (India)
Limited.
Recommendations and suggestions
Pantaloons need to improve so that it can
accommodate more kind of product and also provide
space for children coming with the parents to have fun
and to play.
Pantaloons should incorporate more variety of
products in its basket so that it provides the
convenience of availability of all things under one roof
its customers. Variety of product should specially be
increased in traditional wear for women, footwear,
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jewelries, cosmetics and more varieties in watches
and more varieties in sizes in jeans and shirts.
Pantaloons should have a sitting area so
that people can stay longer.
Westside should increase range of selection
of brands (National & Private)
Westside should provide more facility for
its employee so that their retention rate can be
increased and hence happy employee can serve
customers better.
Westside should keep merchandizing so
that higher as well as mid range income level
customers can be attracted.
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Bibliography
http://pantaloon.futurebazaar.com/indexPantaloon.jsp
http://www.pantaloonretail.in/
http://www.pantaloonretail.in/businesses/pantaloons-retail.html
http://www.facebook.com/pantaloons
http://feminamissindia.indiatimes.com/
http://www.mywestside.com/Home.aspx
http://www.skylinecollege.com/blog/dissertation/a-comparative-analysis-of-westside-vs-pantaloon