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Submitted To: Prof. Pravin patil Submitted on : 05th Sept, 2009 Submitted By: Saurabh Jain Enro. No: 08BS0003007 Section: B
TABLE OF CONTENT
SR NO. 1) PARTICULARS PAGE NO. 3
CROMA RETAIL FORMAT
WESTSIDE STORE LAYOUT STORE EXTERIOR & INTERIOR
6) 7) 8) 9)
ATMOSPHERIC IT SYSTEM USED BY CROMA SWOT ANALYSIS SITE LOCATION & SITE EVALUATION
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The Westside stores have numerous departments to meet the varied shopping needs of customers. Pune. Lucknow and Ahmedabad. ft. to 45. 3 in Chennai and 1 each in Bangalore. Hyderabad. Household Accessories. operates Westside.000-30. This acquisition was followed by the establishment of Trent Ltd 3|Page . Vadodara.000 sq. Ludhiana. In addition. Gurgaon. Landmark began operations in 1987 with its first store in Chennai with a floor space of 5500 sq.000 square feet each) in Ahmedabad. Ghaziabad & Noida (to be considered as 1 city). dairy products. Kid’s wear. Mysore. lingerie. The company hopes to expand rapidly with similar format stores that offer a fine balance between style and price retailing. toys and other gift items. What separates Landmark from other stores of its kind is the range and depth of its stock. beverages. Chennai. Bangalore. At present Landmark have 10 stores. Lucknow. Star Bazaar also includes a large range of fashionable in-house garments for men. one of India's largest and fastest growing chains of retail stores. Gurgaon. Pune. Mumbai. consumer electronics and household items at the most affordable prices. At present Star Bazaar has 4 stores in 3 cities located in Ahmedabad. This story began circa 1998 when The Tatas acquired Littlewoods – a London based retail chain. women and children. Trent ventured into the hypermarket business in 2004 with Star Bazaar. ft. Rajkot. exclusively available at the store. stationery. Footwear. and Gifts. Vadodara and Jammu. health and beauty products. Women’s wear. and greeting cards.000 sq. Kolkata. Landmark’s product portfolio comprised books. Lambi Shopping’ motto. Surat. Mumbai and Bangalore. Delhi. Until 1996.ABOUT WESTSIDE Established in 1998 as part of the Tata Group. varying in size from 12. These include Menswear. aptly exemplifying its ‘Chota Budget. Jaipur. It was later that music was added to it. Mumbai. Cosmetics. vegetables. Nagpur. Landmark also sparked the trend of stocking curios. providing an ample assortment of products made available at the lowest prices. fruits. Perfumes and Handbags. Trent Ltd. Trent recently acquired a 76% stake in Landmark. The company has already established 36 Westside departmental stores (measuring 15. This store offers customers an eclectic array of products that include staple foods. one of the largest books & music retail chains in the country. Indore. Gurgaon. ft.
Currently. prime locations and coffee shops enhance the customers’ shopping experience. the company has 36 Westside stores measuring 15. hardware. toys. Littlewoods was subsequently renamed Westside. Department stores usually sell products including apparel. Westside has carved a niche for its brand of merchandise creating a loyal following. In a rapidly evolving retail scenario. home appliances. footwear and accessories for men. Department stores are usually part of a retail chain of many stores situated around a country or several countries. and at the same time offering the consumer a choice multiple merchandise lines. sprawling space. artifacts. and sporting goods. Well-designed interiors. A department store is a retail establishment which specializes in satisfying a wide range of the consumer's personal and residential durable goods product needs. and additionally select other lines of products such as paint.000-30. women and children to well-co-coordinated table linens. Certain department stores are further classified as discount department stores. These are the general merchandise retailers offering various kinds of quality products and services.000 square feet each across 20 cities. toiletries. in all product categories. everything at Westside is exclusively designed and the merchandise ranges from stylized clothes. 4|Page . photographic equipment. furniture. RETAIL FORMAT- Westside stores are Department stores. With a variety of designs and styles. at variable price points. electronics.(a Tata enterprise that presently operates Westside). jewelry. home accessories and furnishings. cosmetics.
household accessories. Area of operation It is one of the largest and fastest growing chains serving the customers in various categories. lingerie and gifts. Ladies wear Kids Wear Section Ladies wear 5|Page . women's wear. perfumes and handbags. kid's wear.Other examples are Lifestyle and K Rahejas Shopper’s Stop. The company offers products with a balance between style and price. including men's wear. footwear. cosmetics.
Men section Cosmetics IPL Promotion 6|Page .
Various apparel varieties 7|Page .
MERCHANDISE MANAGEMENT 9|Page .
these private brands are mixed with branded clothes so in that case these private labels are put in lower shelves.PRIVATE LABEL Private label products or services are typically those manufactured or provided by one company for offer under another company's brand. Private label goods and services are available in a wide range of industries from food to cosmetics to web hosting. Private labels in Westside include 2F4U SRC Gia Urban angel Intima David Jones Ascot All these brands are produced for Westside only and can be found in Westside only. They are often positioned as lower cost alternatives to regional. At eyesight level. STORE LAYOUT s Westside Ground Floor First Floor Second Floor Cosmetics Jewellery Watches Bags Casual Clothing Women Section Children Section Household items Formal Wear Ethnic Wear Shoes 10 | P a g e . national or international brand. Westside has many private labels in its merchandise portfolio. These apparel brands are given separate space for displaying their merchandise and more promotional offers are there on them to increase their sales. branded clothes are put. At some places.
In this type of layout. cleaning can be done very easily and security can be managed ea 1. easy for customer to shop (no confusion) . good merchandise exposure is possible. IInd Floor (Men Section) Casual Clothing Formal Wear Ethnic Wear Shoes 11 | P a g e .This store follows a Grid Layout. Ist Floor Women Section Children Section Household items 3. Ground Floor Cosmetics Jewelry Watches Perfumes Bags 2. cost for retailer is low.
Watches Shoes Ladies bag Jewelry 12 | P a g e .
SHIRTS MEN JEANS KIDS WEAR MACHINE TRADITIONAL DRESS SALWAR SUITS SAREES MEN SHOES (FORMAL AND SPORTS) LADIES SHOES LADIES JEANS BILL OFFICE COUNTER 13 | P a g e .TRIAL ROOM MENS FORMAL PANTS MEN FORMAL SHIRTS LADIES JEANS LADIES TOPS T.
Rolex.Posters of store are put on all the four sides of the store. Tommy Hilfiger. Tag Heur. The exit from parking opens at Ground floor. 14 | P a g e . Watches and Perfumes. And it is convenient for customers to choose and for the attendants to support buying. Espirit. good brands like Tissot. Entrance. so costly items like Jewelry. Hence slightly upper class people pass through ground floor. In case of visual merchandising all the category of clothes of all sizes and varieties are displayed and hence the consumption of space for shelves is reduced. STORE EXTERIORS Marquee. Thierry Mugler . are kept. In watches. Bag or any other good can’t be brought inside the store and hence bag preserving counters are put up near the entrance to keep public baggage.Promotional schemes and various discount offer advertisements are there at the entrance. famous brands such as Nina Rici. Various brand advertisements can be seen on the walls and on ground. Where as in case of perfumes.Floor Space Analysis To irrigate the space better Westside have the entrance on the ground floor and exit on the first floor. Large Westside banners are put which are visible from very far distance also. Profitability of Westside Pune and Bangalore is more than that in Delhi because youth here have much spending power. Calvin Klein etc. They people may buy those things as they passes from that way and have a look at them. are available. Store layout is described at the entrance for the convenience of customers. It is also driven from strong demand backed by quality products and latest fashion . targeting upper class people. Titan Fast track etc. Focus lights are put all over the four sides of the store that makes the store brightly shining at night.
fashion shows It provides post purchase service including shipping & delivery. Provogue etc. juices etc. festive look and. Every shopper gets a scratch-and-win card which entitles them entry into a contest. adjustments & returns.Instead of walls. hosting a festival bright. alteration & tailoring It also provides ancillary services including general information. parking. advertising.Window display. credit etc. have displayed their merchandise from their latest fashion range to attract more and more customers. window & interior display. Parking is at the basement for both two wheelers and cars. popcorns. are available outside the store to refresh people. Westside has lined up a bonanza of surprise gifts. With the sole objective of rewarding its loyal customers for their patronage. check cashing. The Westside stores wear a bright. fitting rooms. Various brands like Pepe London. gift wrapping. interior decorating. Those 15 | P a g e . repairs. Various eatables like ice creams. glasses or window pains are used in the exteriors to display the merchandise. STORE INTERIORS Services & Store Atmosphere in Westside Prepurchase services include accepting telephone & mail orders. in keep with the mood of the season. restaurants.
Category signages. The store has also introduced a new range of furniture and other household goods. Promotional schemes are displayed by posters hanging over the various product ranges. Paint has a luster in itself i. jam pots on trays and Ganesha in brass and terracotta. The brand names are clearly mentioned on boards. floral motifs and paisley design. ATMOSPHERICS Lighting. exit etc. drinking water.500 are also entitled to receive other pleasant surprises The trendy household section has a complete new range of bed linen in elephant motifs.making purchases above Rs 1. butler trays and mirrors in wood with an antique finish. knickknacks and diyas in beautiful colors. Lights are focused on clothes Color. paint is having mirror finish so that light gets reflected and clothes and other stuff are clearly visible. The gift section has a plethora of gifts — terracotta pots. Also directional signage are there showing the way to washrooms. folding stools. 16 | P a g e . The color palette for the festive collection includes flaming orange.The signage and graphics are put all over the place to promote various brands. including cabinets. Visual communication. Point Of Sale (POS) signages and departmental signage are present in many numbers. Color is also such that it doesn’t get dirtier easily due to people leaning against the wall and resting thei5r foots on the wall. Westside’s name.e. An innovative range in wrought iron and rope has been introduced in utility items which include magazine racks.logo and store identity is very clear from the posters.Wall color is cream so that light can be reflected easily and visibility is good in store. urns.Stores are very brightly lit from inside and CFL tubes are put all over the store. shapes and sizes. royal blue and other vibrant colors to depict festivity.
accurate sales information on an item-by-item basis. jewelry etc. Escalators. Security. 17 | P a g e . Infrared detectors are put at the entrance and exit which alerts gaurds if person is trying to steal the things. All the 3 floors are connected through escalators. The system builds efficiencies into ordering. Security guards specially take care outside the trial rooms so as to stop people from hiding things inside their clothes. These mirrors are also cleaned at regular intervals. Each and every floor has a security manager and 3 security guards are appointed for each floor. Smell. Cc TV’s are put all over the store to keep check on notorious customers. distribution and merchandising processes and is designed to provide timely. Continous announcement of schemes are done in between this music playing to draw the attention of customers and lure them for impulse buying.Basically english as well as hindi songs are put inside the store but normally english songs are put up which are famous and are latest. watches. The volume is kept low so that people can talk among themselves and can easily interact with store personnel’s. It gives a pleasant experience to customer and is refreshing.Security of the store is pretty good. looks on them. They are also put inside the trial rooms for customer’s convenience.they are put one at each floor for going down and going up at a normal speed that makes shopping convenient without making the people getting tired. IT SYSTEM Retail Information System (RIS) is developed by being used by Westwide thorough out its retail outlets in india.Music. RIS includes: Touch-screen point-of-sale (POS) cash registers with scanners.They are put all over the store so that people can see how the clothes.A fragrant is put in the air conditioning duct so as to spread good smell inside the store and remove any bad odours present in air. Mirrors.
Primary are the areas of highest footfall of round about 50 to 80 %. As such. all with the goal of making sure the right product is available at the right time for each customer. Camp is a primary zone. Tools to help store personnel determine appropriate product assortment and slow-moving items. Westside franchisees and store managers have immediate access to the information needed to make informed ordering decisions by store. Daily weather reports and merchandising information and updates. COMPETITION IN ZONE The Westside store is located in Camp Area. The retailers are able to make good profits. it is worth bearing in mind that competition in primary zones (Camp) is fierce. The integration of credit-card authorization and gasoline sales into the POS register. It has higher no. and give access to plenty of customers and have the benefit of good public transport links. by day and day-part and by item. By effectively using the point-of-sale cash register and the in-store processor. and A payroll time-keeping mechanism. of customers and contributes the highest per capita sales. such as merchandise and gasoline sales. 18 | P a g e . The camp area is a Saturated market area where customers are offered good range of products and services. Item-level information to assist in making product-ordering decisions. and so are the most sought after. Big Bazaar. Hand-held Mobile Ordering Terminals to facilitate ordering. The system is not designed as a time-saving tool as much as a tool to use time more effectively and to make sound business decisions that will boost store sales and profits. the product assortment tools supply necessary data to improve decisions on deleting slow-moving items and to make room for top-selling and new items. Additionally. The automation of some daily reporting requirements. they’re also the most expensive. However. Secondary Trade area of five kms and fringe trade area of eight kms. Brand Factory and Shoppers Stop is there along with Wills Lifestyle and United Colors of Benetton that gives a very tough competition to Westside. Store has a Primary Trade Area of two kms.
It has many outlets all over India. 4) Poor inventory turns and stock availability 5) No involvement in food retailing business. Not much product range for middle class people 2) Facing problems due to political environment-Subsidy from octroi. 19 | P a g e .SWOT ANALYSIS The strengths of Westside are 1) 2) 3) 4) 5) 6) 7) It is growing at the faster pace Has good brand name of TATA’s.rural market is still untapped. women earning 3) Urbanization-Changing consumer habits and lifestyles as the disposable income is increasing per family. Locational advantage. different taxes like land tax and water tax •Need help in taking over properties and real estate •Need some concessions from labor laws 3) Lack of differentiation among the malls that are coming. Attractive promotional schemes and heavy discounts Quality and branded stuff only The Westside has been positioned to the customer as a place where the customer can shop for each & everything for which he goes to a market except groceries. Opportunities 1) Huge untapped market 2) Rising disposable income. Camp etc. Apparels are cheaper by 5 to 10% while the price difference on the other products varies between 5 to 20%.Increase in number of people in earner category. It has a good customer base.All Westside stores are located in prime locations of the city like Shivajinagar. 8) Weakness: 1) Westside has not yet trapped the whole market.
4) Synergy from other stores is very high as other major players like Shopper stop.Threats 1) Competition from organized retail players which are in market and emerging like Reliance. 3) Accessibility to pedestrians is also good as people passing by can navigate the store easily and visibility of store is also good due to its location on main road. Wal-Mart –Bharti etc. 5) Leasing and occupancy terms. 2) Competition from local retailers. clubs. Shopper’s stop. All the major shopping stores are there. Types of location. cinemas.e. Wills lifestyle etc. Characteristics of Camp area Geographical centre of the settlement High concentration of public buildings and offices Very tall buildings to maximize land use of expensive real estate Activities concentrated in areas of functional zoning Major retail outlets 20 | P a g e . It has high concentration of department stores and large offices and entertainment facilities like pubs.Westside is located in Camp area (Moledina road) which is a Central Business District ( CBD) i. 2) Access to site for pedestrians is very good due to good location of the store as many good roads coming from various areas meet this Camp area and parking area is ample in the area. etc. It is the largest area for shopping in Pune. SITE EVALUATION AND SELECTION Factors considered by Westside while selecting a Site1) Sales potential of camp area is very high due to urbanization. are there in vicinity that helps in cross shopping. a traditional center for retailing in Pune city.Occupancy rate is high in this camp area and hence Westside negotiation power decreases as real estate developer due to area’s high development.
some of the signages are in regional language ( Marathi) etc. It contains a region with the greatest land value Good transportation facilities High concentration of traffic Great concentration of pedestrians High use of public transport High employment rate Factors affecting the Market area attractiveness1) Demographics.Population in camp area is very high and income level of people are also high. Hence Westside mainly caters to high class people and has very less products for middle class people. 3) Cultural. 21 | P a g e .Existing infrastructure of the area is quit good.Customers preference is affected by culture. traditional dresses are available in stores. 4) Demand. retailer should understand this culture. Railway station is close. roads are good. Westside has taken care of this thing and has kept multi lingual people . communication facilities are good. hence demand is high for quality merchandise. computerization is very high hence all this aids Westside in operating the store and catering to needs of people. power availability is throughout the day. perfumes. 5) Infrastructure. For providing good shopping experience.Per capita income is high in these areas and hence spending power of customer is more. 2) Economic. So Westside offers costly products like jewelry.Density of population is very high in Camp area. Each and every kind of people from all classes and ethnic groups visit this area which is advantageous for Westside. expensive watches and branded clothes.
the amount of time shoppers spend in a store is perhaps the single most important factor in determining how much they will buy.My Analysis A critical factor in Westside’s success has been its strategy to attract shoppers & keep them in stores. Ist floor and IInd floor caters exclusively to Women and Men respectively. Westside has clearly established itself as a brand with an Indian heart. They don’t pounce upon the customer as soon as he enters the 22 | P a g e . The in-store experience in Westside is very delightful. What has also given Westside a competitive edge is that in addition to an extensive range of internationally renowned brands like Spykar. baby products. This way they are able to build a huge customer loyal base. Westside caters to not only the clothing needs and desires of its customers. This way a customer who enters Westside just to buy one or two items usually ends up buying a lot more. Women’s need more space and look for comfort. On the IInd floor which is men’s section both formal and college wear is available. These brands like 2F 4U have been a tremendous success amongst the new generation. Over the years Westside has also developed and successfully introduced a range of new brands especially suited to the Indian palate. Thus giving them privacy and more freedom to look into their products. For ex. In having understood the pulse of the customers in India. etc. They are less likely to buy if the place is congested and makes them feel uncomfortable. At Westside sofas have been placed in the women section so as to make the females more comfortable. . perfumes. Their fully skilled and trained staff caters to the needs of the public in the right way. jewelry. Westside has been able to create a brand image and is consistently maintaining its brand identity by new additions in products and catering to the market need. household items. Lee and Fast Track they also offer the option of a less known brands for low budget customers. They are catering to different age groups under one roof. All the three floors are carefully structured. kitchenware. They have bed sheets.
Music items.store. Play light music inside the store to make the shopping a pleasurable experience. 23 | P a g e . The number of trial rooms available at Westside is very less as compared to the number of people coming. Allowing more space between the entrance of a store and a product gives it more time in the shopper’s eye as he or she approaches it. For this Westside can either offer more discounts or increase their advertisements. This usually results in long queues and waiting by customers. This is due to their cost effective supply chain management. Install more full length mirrors inside the store so as to assist the customers to make better purchase decisions. They wait till the time a customer starts selecting and then they come and help. Price of brands available at Westside is not too high as compared to its competitor’s brands. Increase in the number of footfalls will lead to increase in sales. This way the customer gets acclimatize with the store and the environment. Since Westside is not only catering to apparel need of the society a few additions like Books. Electronic gadgets etc can also be added to the products available inside their store. My recommendations for Westside are as follows To increase more footfalls more promotional activities must be carried out. The demand for the above products is always in the market. It builds a little visual anticipation. They directly pick up the goods from the manufacturer thus ensuring low price tag at their store.
24 | P a g e . Many customers don’t begin seriously considering merchandise until they have browsed a bit. wherever shoppers might need them. They can also exhibit their new line of clothing through events like fashion shows. Baskets should be scattered throughout the store.
indiaretailnews.mywestside.com www.com www.com www.wikipedia.retailinsights.com www.com Journals from www.indiaretailbiz.com www.com www.indiaretailing.REFERENCES www.com ICFAI Reference Material 25 | P a g e .esnips.emeraldinsight.