Professional Documents
Culture Documents
ON
WELSPUN RETAIL LTD.
OBSERVING AND ANALYSING THE CONSUMER BUYING DECISIONS
AND THE BUYING CENTRES INVOLVED WITH THE HOTELS &
CORPORATE OFFICES CLIENTS OF WELSPUN RETAIL LTD. IN
MUMBAI
DECLARATION
I Hussain Saylawala pursuing MMS from Oriental Institute Of Management
Studies, Vashi- (Navi Mumbai) hereby declare that this project work entitled
“Observing and analysing the consumer buying decisions and the buying
centres involved with the Hotels and Corporate offices clients of WELSPUN
RETAIL LTD. in Mumbai.” is carried out for 42 days.
To the best of my knowledge & belief, it is an original piece of work and is the
sheer outcome of my own efforts under the vigilant guidance of my guides and
has not either in full or in part been submitted to any other institution for the
award of any other course.
HUSSAIN SAYLAWALA
MMS(09-11)
O.I.M
VASHI (NAVI Mumbai)
Date- 25 June’2010
ACKNOWLEDGEMENT
An exchange of ideas generates a new object to work in a better way. Apart
from the ability, labour and time devotion; guidance and co-operation are two
pillars for the success of a project. Whenever a person is helped or co-
operated by others, his heart is bound to pay gratitude to them.
TABLE OF CONTENTS
Executive Summary
Industry study
Company History
Channels of Company
Clients of Company
Products
Competitors
Swot Analysis
Introduction of Project
Statement of problem
Objectives
Limitations
Conclusion
EXECUTIVE SUMMARY
As a part of my MMS program, I am doing my internship training at
WELSPUN RETAIL LTD., MUMBAI.
The study is about selling to institutions and hotels. Project mainly deals with
various strategies employed by Welspun Retail Ltd. in Institution and hotel
sales. It explains the various buying centers and buying decisions involved in
corporate and hotel sales. It is not only the theory, which will help in the
corporate world, but also how things happen practically. Here there is an
opportunity to learn how the things happen practically. Every day the various
activities happening in the department are observed and understood carefully.
COMPANY STUDY
RETAIL INDUSTRY
Comprising of organized and unorganized sectors, India retail industry is one of the fastest
growing industries in India, especially over the last few years. Though initially, the retail
industry in India was mostly unorganized, however with the change of tastes and preferences
of the consumers, the industry is getting more popular these days and getting organized as
well.
Malls- The largest form of organized retailing today. Located mainly in metro cities,
in proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above.
They lend an ideal shopping experience with an amalgamation of product, service and
entertainment, all under a common roof.Examples include Shoppers Stop, Piramyd,
Pantaloon.
Department Stores- Departmental Stores are expected to take over the apparel
business from exclusive brand showrooms. Among these, the biggest success is K
Raheja's Shoppers Stop, which started in Mumbai and now has more than seven large
stores (over 30,000 sq. ft) across India and even has its own in store brand for clothes
called Stop
Speciality Stores- Chains such as the Bangalore based Kids Kemp, the Mumbai
books retailer Crossword, RPG's Music World and the Times Group's music chain
Planet M, are focusing on specific market segments and have established themselves
strongly in their sectors.
Hypermarkets/Supermarkets- Large self service outlets, catering to varied shopper
needs are termed as Supermarkets. These are located in or near residential high
streets. These stores today contribute to 30% of all food & grocery organized retail
sales. Super Markets can further be classified in to mini supermarkets typically 1,000
sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft.
having a strong focus on food & grocery and personal sales.
Discount Stores- As the name suggests, discount stores or factory outlets, offer
discounts on the MRP through selling in bulk reaching economies of scale or excess
stock left over at the season. The product category can range from a variety of
perishable/ non perishable goods.
Convenience Stores- These are relatively small stores 400-2,000 sq. feet located near
residential areas. They stock a limited range of high-turnover convenience products
and are usually open for extended periods during the day, seven days a week. Prices
are slightly higher due to the convenience premium.
Department Stores- Large stores ranging from 20000-50000 sq. ft, catering to a
variety of consumer needs. Further classified into localized departments such as
clothing, toys, home, groceries, etc.
MBO’S- Multi Brand outlets, also known as Category Killers, offer several brands
across a single product category. These usually do well in busy market places and
Metros.
RECENT TRENDS
Retailing in India is witnessing a huge revamping exercise as can be seen in the graph
India is rated the fifth most attractive emerging retail market: a potential goldmine.
Estimated to be US$ 200 billion, of which organized retailing (i.e. modern trade)
makes up 3 percent or US$ 6.4 billion
As per a report by KPMG the annual growth of department stores is estimated at 24%
Welspun Retail Limited is India’s largest specialty retailer in the Home furnishing segment. It
is an integral part of the US $2000 million Welspun Group. Customer convenience and
satisfaction is the driving force behind all their endeavours. Hence, they have modeled
themselves as a one-stop solution offering a wide range of world-class products in Bed, Bath,
Kitchen, Dining and Living furnishing segments, at extremely affordable prices. They have
an internationally-acclaimed team of designers who ideate, innovate and create trendsetting
superior quality furnishing solutions that lend each Home a designer look.
Spaces - Home & Beyond – A Lifestyle brand that caters to the demands of their
high-end customers.
The multi- disciplinary design studio; namely CAD designers, stylists, and graphic designers
at Welspun specialize in original design and styling ranging from the contemporary to
traditional ideas for bed, bath kitchen, living, dining and accessories. The young team hail
from the country's leading art and design institutions, rich in experience as they work closely
with the International offices in the U.S.A and U.K. The unique and customer- centric
developments encompass cutting- edge prints, wovens and embellishments coupled with fine
styling to hone every idea for the Spaces Home and Beyond and WELHOME Brand.
The studio offer turn key solutions from trend ideation, concept generation, product
development, styling, communication and presentation.
The spirit and fervour coupled with a constant endeavor to maintain high design standards
and professional ethics makes us the country's leading design studio; with aspirations to make
a mark on the globe.
• Global player with presence in 32 Countries in Textile & 50 countries including Steel
• Among the Top 3 home textile companies in the world & Largest in Asia
• Presence in all major Retail Giants eg. Bloomingdale’s, Macy’s, Bed Bath & Beyond,
Kohl’s, JC Penney, Target, Sears, Kmart, Wal-Mart, Costco, Sam’s, Home Outfitters,
The Bay and Liverpool
• Other divisions include steel pipe, real estate, polyester, and organic farming
VISION OF THE COMPANY
We are…WELSPUN
MISSION
ENRICHMENT OF MIND
ENRICHMENT OF BODY
EDUCATION
EMPATHY
EMPOWERMENT OF WOMEN
ENVIRONMENT
Hotels
Institutions
CSD
Key Accounts(Shoppers stop, Lifestyle, @home, Landmark)
Stores- Welhome and Spaces
Distributors
B2B
1. Hygro Cotton® hollow core yarn that dries better and launders better
3. MXL ® Wrinkle Free Finish That stays for the life of the sheet
4. Perma White™ Finish that ensures towels stay white after repeated launderings
5. Drylon™ micro fiber that resists bleach, benzyl peroxide, iodine, hair dye and
numerous household stains
6. Combed & 2 Ply Yarn: for Hospitality Industry for Heavy Laundry Wash.
HOTEL CLIENTS
Our Clientele
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PRODUCT LIST FOR HOTELS
Size Fabric
Item GSM Colour
( cm) Quality
76 x
Towels- 550 /630 GSM 152 2 Ply Pile 550 White
91 x
Bath Towels 183 2 Ply Pile 550 White
91 x
Bath Sheet 183 2 Ply Pile 630 White
Hand Towels 41 x 76 2 Ply Pile 550 White
Hand Towels 41 x 64 2 Ply Pile 573 White
Face Towels 30 x 30 2 Ply Pile 550 White
Face Towels 30 x 30 2 Ply Pile 630 White
Bath Mats 51 x 76 2 Ply Pile 900 White
Bath Mats 53 x 91 2 Ply Pile 860 White
91 x
Pool Towels- Blue & White Stripe- 183 2 Ply Pile 450 Blue/White
91 x
Pool Towels- Blue & White Stripe 183 2 Ply Pile 550 Blue/White
91 x Yellow
Pool Towels 183 2 Ply Pile 450 /White
91 x Yellow
Pool Towels- Blue & White Stripe 183 2 Ply Pile 550 /White
Bath Robes- Non Sheared L/M/XL 2 Ply Pile 380 White
Bath Robes- Non Sheared L/M/XL 2 Ply Pile 420 White
Bath Robes- Sheared L/M/XL 2 Ply Pile 500 White
Bath Robes- Waffle L/M/XL 2 Ply Pile 250 White
Bath Rugs 50 x 80 Tufted 1900 White
200 TC percale- Bed Linen 285 40s combed 200 TC White
300 TC percale/satin - Bed Linen 285 60s combed 300 TC White
350TC Satin Stripe- 1 cm- Bed Linen 285 60s combed 300 TC White
Poly Fibre Filled Pillows 50 x 76 Poly fill 200 TC White
229 x 200/250
Duvet ( quilts)- Queen 274 Poly fill GSM White
269 x 200/250
Duvet ( quilts)- King 274 Poly fill GSM White
COMPETITORS
Bombay Dyeing
Portico
Rosebys
Marc
Trident
Apart from these, competition also comes from many unorganised suppliers.
Many alternatives in terms of substitutes are also present in case of institutions, as they can
buy anything. Institutions do bulk buying for gifting and promotions. So, they have many
substitutes available with them.
SWOT ANALYSIS
STRENGTHS
WEAKNESS
Delivery Issues
High lead time
Less sales force
Wrong impression on clients due to high discounts available at retail outlet of the
company
Priced higher as compared to other competitors
OPPORTUNITIES
New business of same client in different cities of the India can be tapped
New business (like any section/part customization of the hotel using BESPOKE
service) can be explored with the goodwill earned & relations developed with client
THREATS
INTRODUCTION
STATEMENT OF PROBLEM
Mapping the market for hotels and institutions. As there are many properties, it is important
to keep in contact with the existing properties as well as be updated for upcoming properties.
OBJECTIVES
RESEARCH METHODOLOGY
To achieve the objective of the project there was some information which was to be gathered
and accordingly some decision has to be taken. Under this project, I have studied market of
MUMBAI.
FINDINGS
Innovative solutions.
International quality
LIMITATIONS
Every project has some limitations. Even the researcher came across some limitations while
working on the project which made the analysis a little inappropriate at times. Some of the
basic limitations faced during the research are listed below:
RECOMMENDATIONS
Company should get away from its different discount policy on same product, should
decide on a single discount figure.
Proper training should be provided to store staff.
New designs should be launched frequently
Change of front visual setting of all shops should be done in 15 or 20 days
Proper advertising need to be done to reach customers. T.V and online advertising can
be done.
HOTELS AND INSTITUTIONS
OVERVIEW
• Hotels business caters to all hotels including 5 & 7 star, mostly in metro cities
• Most of the orders are on contractual basis and bulk buying is done by the client
1. Delivery time of our company is more than our competitors. Competitors are
providing 25-30 days time to deliver the product whereas we take atleast 45-50 days
to deliver.
2. During the survey, I found that many times deliveries are not made in time due to
which they can lose faith in us.
3. Pricing of the competitors are much lesser than our pricing due to which we lose big
orders.
4. Shortfall of Manpower to cater different sectors as well as the existing sector.
5. At many times, samples are not provided to customers in time.
6. Our product range is less in comparison with competitors.
7. More discount at Welhome store creates confusion in minds of clients.
8. Proper amount of promotion is not done by the company.
9. Personal relation also plays a vital role in corporate selling.
RECCOMENDATIONS
Marketing is a very crucial activity in every business organization. Every product produced
within an industry has to be marketed otherwise it will remain as unsold stock, which will be
of no value. I have realized this fact after completion of my summer training project. Despite
of various difficulties and limitations faced during my summer training project on the topic
“OBSERVING AND ANALYSING THE CONSUMER BUYING DECISIONS AND
THE BUYING CENTRES INVOLVED WITH THE HOTELS & CORPORATE
OFFICES CLIENTS OF WELSPUN RETAIL LTD. IN MUMBAI”, I have tried my
level best to find out the most relevant information for the organization to complete the
assignment that was given to me. After completion of my summer training project I have
gained several experiences in the field of sales marketing. I have got the opportunity to meet
various people, which fluctuate in different situation and time. This summer training project
has given me the opportunity to have first experience in the corporate world.
Theoretical knowledge of a person remains dormant until it is used and tested in the practical
life. The training has given to me the chance to apply my theoretical knowledge that I have
acquired in my classroom to the real business world.. In spite of few limitations and
hindrance in the summer training project I found that the work was a challenge and fruitful. It
gives enough knowledge about the home textile market and the distribution process
undertaken by an organization. This summer training project has enabled my capability in
order to manage business effectively and in my career in future.