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 (MAY, 2010)


I MOHD.ZAKIR Roll No. MBA/08/32 Class MBA of the AL-FALAH SCHOOL OF ENGENEERING & TECHNOLOGY, hereby declare that the Project Report entitled ‘A STUDY ON SALES & PROMOTION ACTIVITIES OF APPARELS RETAIL STORE IN DELHI, NCR is an original work and the same has not been submitted to any other institute for the award of any degree. A seminar presentation of the Training Report was made on…………….…………...and the suggestion as approved by the faculty were duly in corporate.

Presentation In charge (Faculty)

Signature of the candidate

Countersigned by Director / Principle of the Institute


Being a student of Master of Business Administration Course research projects are essential exercise & every student of professional studies is compulsory to go through these type of project to find out the exposure of corporate world & its day-to-day dynamic characteristics. It was privilege for me to undertake my research project under guidance of MOHD FAISAL, I would like to express my deep sense of gratitude to him their contribution the completion of project might not be possible. I wish to acknowledge my gratitude to all respondent whose sincere response helped me to accomplish the project. Mr. SAYYED for their valuable

guidance inspiration and encouragement. I received from them all research period and without


2Indian apparel market 1.3. 3.Major players in apparel retail 2.1. 5.Introduction to retailing 1. 6.TABLE OF CONTENTS  DECLARATION  ACKNOWLEDGEMENT Chapter: . 4. Significance of the study Review of Literature Focus of the study Objectives of the study Limitations of the study . Introduction 1.1 1.

Chapter: . Research methodology 1. Questionnaire 2. Bibliography .3-sample size & techniques 1. Conclusion 2.4-data collection(primary & secondary) Chapter: .1-universe and survey population  Type of Research  Research approaches 1.2 1.3 Objectives wise analysis (Micro Analysis) Chapter: .4 1. Suggestion & recommendation Chapter: .2-Profile of the organization 1.5 1.

its market potential. john players. It is the last stage in the distribution process. and other metro cities. With India at the verge of rapid economic growth. The research starts with the understanding of the retail sector. And people are spending like anything. INTRODUCTION Retailing is the most active and attractive sector of the last decade. licensee of international fashion players in India The people in India are getting Brand conscious. This is the main reason for the growth in the retail segment. majority prefer to wear branded western casuals. Retailing includes the business activities involved in selling goods and services to consumers for personal. disposable income with individuals is rising day by day. along with the identification of the brand loyalty among customers. It’s going through a transition phase not only in India but all over the world. The research is done to identify the market potential of the retail sector. . Followed by the understanding of the Retail.3. Mumbai. The share of various segments in the Retail segment. Reebok is the brand in apparels which clicks to the mind of people first. major Indian players in the apparel industry. Although there is some difference between brand recalls and preference of a particular brand.Kolkata. Chennai. van heusen. are the brands which are very much famous is delhi . followed by Adidas and Levis. John Players are the one which clicks the mind of the people. Among Indian players only ITC brands-Wills. m/w. Wills lifestyle. family or household use. Apparel is one of the important branch of retailing – India’s metro cities are the most attractive market for apparel store . present and future. and overall summary of Retail in India in the past.

Govt of India’s plan of changing the FDI guidelines in this sector speaks of the importance attached to retailing. Customers are always influenced by the advice of the accompanying person. companies have to bring innovative solutions. Recent moves by big corporate houses like Reliance Industries has further fuelled the major investments in retail sector. even when compared to Brazil (14%). Malls and mega malls are coming up in almost all the places. because still a small proportion of the pie is organized. the retail industry in India is undergoing a major shake-up as the country is witnessing a retail revolution. In the name of retailing. there is a constant clash between challenges and opportunities but chances favour those companies that are trying to establish themselves. People with high disposable income are the main customers for branded apparels. The revolution in retailing industry has brought many changes and also opened door for many Indian as well as foreign players. to sustain in a market like India. and they don’t believe to wear branded clothes on a special occasion. thus satisfying customer on the spot can compel the customer to buy the product. Thus. The old traditional formats are slowly changing into more complex and bigger formats. across the length and breadth of the country. Industry has already predicted a trillion dollar market in retail sector in India by 2010. and would help in achieving higher GDP growth. A strategic alliance. And multi-brand outlets are the preferential place for customers to buy as they believe in MBO’s they get variety. land acquisitions in prime areas give the essence of the mood in this sector. the unorganized retail sector has 97% presence whereas the organized accounts for merely 3%. According to an estimate. People prefer trendy and comfortable apparels. Retailing is still in its infancy in India. be it metros or the smaller cities. In a market like India.Research shows people in India regularly visit unorganized markets because they believe in unorganized markets sometimes they get cheap and handy stuff. the unorganized retailing has dominated the Indian landscape so far. Indian market has potential to accommodate many retail players. Majority of people who wears branded clothes wears it on any occasions. Both MNCs and . and Poland (12%). However. A McKinsey report on India (2004) says organized retailing would increase the efficiency and productivity of entire gamut of economic activities. At 6%. the share of employment of retail in India is low.

. supermarkets. which are present in India in different retail formats. Subhiskha. are slowly becoming lifestyle products that are widely accepted by the urban Indian consumer. Today the organized players have attacked every retail category. A number of large corporate houses —Tata’s. Notable in Indian firms are Pantaloons Retail & Big Bazaar. Beverages. Cosmetics. The Indian retail sector India is the country having the most unorganized retail market. Watches. diversify and introduce new formats has to pay more attention to the brand building process. with beauty and health stores.Indian firms want to get their share of this burgeoning pie. More than 99% retailer’s function in less than 500 square feet of shopping space. of which the organized sector accounts for a mere 3 per cent indicating a huge potential market opportunity that is lying in the waiting for the consumer-savvy organized retailer. Wills Lifestyle stores. Shoes. while they run the retail business.000 crore. selfservice music stores. Some leading retail coffee chains of the world like Starbucks. Reliance. The emphasis here is on retail as a brand rather than retailers selling brands. Trent’s Westside. every-day-low-price stores. Raheja’s. Shopper’s stop. with their shop in the front and house at the back. Food and even Jewellery. Traditionally it was a family’s livelihood. Indian retailers need to take advantage of this growth and aiming to grow. There is no doubt that the Indian retail scene is booming. Cafe Coffee Day. Goenka’s — have already made their foray into this arena. computers and peripherals stores. WalMart stores have just started operations in India. Purchasing power of Indian urban consumer is growing and branded merchandise in categories like Apparels. Barnies are planning to expand in a major way in India. office equipment stores and home/building construction stores. The focus should be on branding the retail business itself. Piramals’s. The Indian retail sector is estimated at around Rs 900. new age book stores.

With its brands. steel and granite. which is reflected even in the spacious changing rooms. fashion accessories and Essenza Di Wills – an exclusive range of fine fragrances and bath & body care products and Fiama Di Wills . Every store offers an international retailing ambience with the extensive use of glass.a range of premium shampoos and shower gels. established themselves as preferred shopping destinations in the prime shopping districts across the country. ITC is committed to build a dominant presence in the apparel market through a robust portfolio of offerings. With a distinctive presence across segments at the premium end. reflecting the most contemporary trends in store design. designed by the leading designer of the country. Wills Sport relaxed wear.SIGNIFICANCE OF THE STUDY ITC’s Lifestyle Retailing Business Division has established a nationwide retailing presence through its Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle has been established as a chain of exclusive specialty class stores providing customer the Indian consumer and stores a truly 'International Shopping Experience' through worldambience. customers can browse at leisure. At Wills Lifestyle. Wills Lifestyle. Wills Lifestyle has also introduced Wills Signature designer wear. The use of space is refreshing. ITC has also established John Players as a brand that offers a complete fashion wardrobe to the male youth of today. and shop in a relaxed and pleasing atmosphere.Wills Clublife evening wear. thereby creating a splendid . offers a tempting choice of Wills Classic work wear. the fashion destination. facilitation Our clearly have differentiated product presentation.

Shantanu & Nikhil. Wills Lifestyle was named Superbrand 2009 by the Superbrands Council of India recently. as well as'Most Admired Fashion Brand of the year . Wills Lifestyle has been twice declared 'The Most Admired Exclusive Brand Retail Chain of the Year' at the Images Fashion Awards in 2001 & 2003. over thirteen seasons. Wills Sport was declared 'The Most Admired Women's wear Brand of the Year'. The collection also features rich hues of corduroys and premium Italian jackets. at Images Fashion Awards 2002.Wills Lifestyle India Fashion Week. Wills Lifestyle is the title partner of the country’s most premier fashion event .Wills Sport was declared ‘The Most Admired Brand Launch of the Year'. Rohit Bal. At the Images Fashion Awards 2001. fashionable relaxed wear for men and women has. Wills Sport. Fine knitted sweaters and trendy mock necks create magic in balmy winter afternoons. Following this. Rohit Gandhi & Rahul Khanna whose new edition of Designer wear is now available at Wills Lifestyle stores.Fashion Forward' in 2009. become the vibrant face of contemporary fashion. Wills Sportpresents a collection designed as the perfect medley of interesting patterns and premium fabrics.backdrop for the premium offerings. . Wills Lifestyle has partnered with several leading designers including Manish Arora. Taking the celebration of the event to its stores.

hand bags. Featuring luxurious fabrics crafted to perfection with the most contemporary styling. cuff links. the collection features the finest shirts crafted in Italy. accessories and personal care products. who are changing the rules of business and encouraging a dynamic culture of enterprise. socks. providing the premium consumer a distinct product offering and a unique brand positioning. . Wills Lifestyle complements the range of premium apparel with a tempting choice of fashion accessories. belts.Wills Classic work wear was launched in November 2002. caps. Showcasing the epitome of new age luxury. Wills Lifestyle presents ''Occasions'' a beautiful. These are complemented by exquisite trousers and jackets made by European master craftsmen. wallets. Wills Classic work wear is positioned as the brand for new age leaders. innovation and teamwork. This season a wider choice of accessories will be offered across ties. eyewear and shoes. ready to present gift pack with an exquisitely designed Gift Certificate that can be redeemed against a range of apparel.

John Players was awarded the 'The Most Admired Fashion Campaign of the Year' award. playful styling. John Players offers a complete and vibrant wardrobe of Casual wear. trendy textures and comfortable fits. With Celebration Gift Certificates.ITC forayed into the youth fashion segment with the launch ofJohn Players in December 2002 and John Players is committed to be the No. At the Images Fashion Awards 2005. an exciting mix of colors. This foray leverages ITC’s proven competencies in understanding consumer insights. Denims. incorporating the most contemporary trends. John Players presents a new way of festive gifting.” . The brand is available across the country through a nation-wide network of over 220 exclusive stores and over 1500 multi-brand outlets. Work wear. brand building and design capabilities. John Players was declared 'The Most Admired Shirt Brand of the Year'. 1 fashion brand for the youth. OBJECTIVES OF THE STUDY “A study on sales and promotional activities of apparel store in Delhi NCR. ITC's Lifestyle Retailing is poised to grow and build a dominant presence in the country's fashion industry. At the Images Fashion Awards 2007. Party wear. Having built a powerful brand portfolio that is making waves across the country. Outer wear and Suits & Jackets.

the results obtained from the sales promotion are analyzed. To accomplish the above. the basic objectives behind implementation of the sales promotion program are identified. located in cp. three apparel retail stores of different well known business groups. as they are the trend setters. Finally. Apparel retailer needs to understand critical role of sales promotions.  Increasing awareness of various products of Wills Lifestyle brand. With the advent of modern format retailers and the growth of plastic cards. an optimal promotional program that would help in achieving the set objectives is designed. purchase and stock clearance.short term activities which induces trade or consumer to buy now. to incorporate the findings in future campaigns. As apparel retail is led by fashion. there is a constant clash between challenges and opportunities but chances favour those companies that are trying to establish themselves. The sales promotion program is then implemented. .  To study the about Wills Lifestyle brand. Seasonal variations on stocking pattern and need to clear inventory at the end of season should be understood by apparel retailer. The responses were analyzed and results were obtained. This highlights the importance of sales area of Delhi were surveyed and interviewed. To sustain in such a volatile market. In a market like India. The core purpose of the survey was to study the sales promotion activities performed by apparel retail outlets which results in stimulating product interest. companies have to bring innovative solutions.  Then. as the value of apparel after the season goes down substantially and inventory carrying burden turns out to be very high. The study shall be conducted to known what are the various sales & promotional activities are performed at store level to enhance the sales. rather than in future.NCR. affluent urban Indians are shopping like never before. Later. a retailer needs to keep a close watch on fashion amongst teenagers. The topic of the project is to perform a study on sales & promotion activities of apparel retail stores in Delhi. trial.


Along with this know-how of consumers. it isalso crucial to be acquainted with the competitors. based on a comparative studyconducted in the Connaught place market.  The survey method takes into account the responses of customers. LIMITATIONS  The study conducted for the brand has been undertaken in the Connaught Place Market. These responses may be incomplete and sometimes biased.  Paucity of data related to competitors is another limitation which might lead to insufficient knowledge about the competitor. All the surveys conducted as well as the showrooms of the competing brands visited were limited to this market.PURPOSE & IMPORTANCE It is vital for every organization to ‘know’ its consumers insideout and act accordingly & timely to the ever changing trendsof the market. This study takesinto account both the consumers and the competitors of the brand. The reportdeals with gaining an insight into the choices and preferencesof the customers of high-end apparel brands. . It delves intoknowing what the expectations of a consumer from a brand(or product) are and what leads him into making a purchaseor into choosing a brand over another.This project undertaken is an attempt to measure the brand effectiveness of Wills Lifestyle.

Later in 2006. This association has helped the brand grow stronger and also make the product portfolio richer. . The WLS chain of exclusive stores later expanded its range to include Wills Classic formal wear in 2002 and Wills Clublife evening wear in 2003. WLS became the title partner of the premium fashion event “India Fashion Week”.COMPANY PROFILE ITC Lifestyle Retailing Business Division made foray into the Rs. The company’s first exclusive store “Wills Lifestyle” was opened in South Extension in Delhi in July 2000. The lifestyle retailing business division also caters to the midsegment market through its brands John Players and Miss Players. 200 billion ready to wear apparel industry with the launch of its Wills Sport range of internationally-styled premium relaxed wear for men & women in the year 2000.

etc). Even tourists don’t miss it for nothing else than for its architecture and the humdrum of everyday life. Nike. Van Heusen. One can find outlets of almost all international brands available in India in the Inner Circle: Benetton.HISTORY THE REVOLUTION The Connaught Place Market Connaught Place. There are some excellent bookshops too.Definitely. . continues to be Delhi's premier shopping destination even today. shops and cinema halls too. The complex is an important meeting point for all sections of people. The British believed that a market in the shape of a horse shoe would prove lucky for both shoppers and shop keepers . Allen Solly. has a long and distinguished history behind it. Reebok. a lot of tourists from abroad come to shop here mainly in day time. CP mainly consists of fastmoving shoppers where mornings cater to the school or college going kids in the age group of 16 to 22. popularly known as CP. which was built in 1931 when capital shifted from Calcutta to Delhi. Towards the evenings we can see more of couples & families coming in for shopping. Apart from being the commercial and business hub of Delhi. coming to the shopping areas in their lunch breaks. there may be something in that as Connaught Place. a member of the British royal family. this market was designed by Robert Tor Russellin collaboration with WH Nicholls. Levi's Strauss. CP has countless restaurants. Named after the Duke of Connaught. Also. maximum people found roaming here are working professional or government employees working in the vicinity of the market (from LIC or Barakhamba Road like Prakashdeep building. airlines and other such things of importance to the tourist. watering holes. so are the head offices of major banks. Louis name a few. Puma . In the afternoons. The state emporia buildings are also located in this area.

Prax.” Competitors. Louis Philippe. close substitutes or brands to them”. Since Wills is a ‘complete wardrobe solution’ with its brand Wills Sport.Comparative Study of Store “Poor firms ignore their competitors. there are Indian brands like Raymonds. Van Heusen. Block-wise location of Brands: Block C – Van Heusen (Men) . CP inner circle mainly consists of international brands like United Colors of Benetton. on the other hand are. . casual wear brands Benetton and Levis also form competition. Average firms copy their competitors. Levis. and many more which also compete for the customer’s share of wallet.” Competition can be defined as “A market in which rival sellers are trying to gain extra business at one another's expense and thus are forced both to be as efficient as possible and to hold their prices down as much as possible.Lee Block D – Louis Philippe Block E – Wills Lifestyle – Van Heusen (Women) – Benetton – Allen Solly – Color Plus – A new Benetton store is scheduled to open at E-3 in the month of May. LP Youth. Winning firms lead their competitors. which majorly cater to the same target segment as WLS and thus count as competitors for the brand. Along with the presence of all these international brands. – Along with these there are brands like Spykar & Puma in the same block which are coming up very well. “those firms or individuals who seek to satisfy the same customers or customer needs and offer similar products or services. etc.

The India retail industry is expected to grow from Rs. Keventers and McDonalds. Successful development of value based concepts as well as development of retail space in smaller cities and towns shall drive the organized retail into the next levels of cities. Prominent ‘tier-II' cities and towns which are witnessing a pick-up in activity include Surat. Spykar & GAS were identified during the course of the survey as a large number of people were found to be interested in these brands and were also seen shopping from them (number of carry bags spotted with shoppers. Levis. Retailers have responded to this phenomenon by introducing contemporary retail formats such as hypermarkets and supermarkets in the new pockets of growth. Comprising of organized and unorganized sectors. the industry is getting more popular these days and getting organized as well. the retail industry in India was mostly unorganized. Bhubaneswar. Dehra Dun. however with the change of tastes and preferences of the consumers. Also the following Potential Competitors namely Puma. REVIEW OF LITERATURE RETAIL INDUSTRY IN INDIAThe Indian retail industry is the fifth largest in the world.000 crore by the year 2010. India retail industry is one of the fastest growing industries in India. 35. Varanasi and Ludhiana among others.000 crore in 2004-05 to Rs. the industry is expected to grow at a pace of 25-30% annually. Coimbatore. Blocks A and B witness the highest footfall in CP due to the presence of some famous eating joints like Wengers. Louis Philippe. Nasik.Block F – Levi’s Store – LP Youth Apart from this. especially over the last few years. Lucknow. Actual Competitors: Van Heusen. Allen Solly. . Indore. Vijaywada. 109. Color Plus. United Colors of Benetton. Bhopal. Vadodara. Stocks in the retail sector are also becoming increasingly attractive from an investor's point of view. With growing market demand. Though initially.

thereby. petro-retailing efforts of petroleum giants scattered through out the country's landscape have also ensured that smaller towns are also exposed to modern retailing formats. which has potential for rapid growth. These sectors have already witnessed the emergence of organized formats though more players are expected to join the bandwagon. with reported plans to step up to INR 100-150 billion within the next 3-4 years. financial services etc are increasingly targeting consumers in tier II cities and towns. Retailers like Wal-Mart. Karstadt-Quelle etc stepping up their sourcing requirements from India and moving from thirdparty buying offices to establishing their own wholly owned / wholly managed sourcing & buying offices shall further make India as an attractive retail opportunity for the global players. The next level of opportunities in terms product retail expansion lies in categories such as apparel. jewellery and accessories. mobile phones. creating quality space for retailers to fulfill their aggressive expansion plans. availability of increasing quality retail space. Wholesale trading is another area. Over the last few years. GAP. JC Penney. the ‘retail boom'.With consumption in metros already being exploited. mall development activity in the small towns is also picking up at a rapid pace. 85% of which has so far been concentrated in the metros is beginning to percolate down to smaller cities and towns. The contribution of these tier-II cities to total organized retailing sales is expected to grow to 20-25%. automobiles. On the supply side. Development of India as a sourcing hub shall further make India as an attractive retail opportunity for the global retailers. In addition. many international retailers have entered the Indian market on the strength of rising affluence levels of the young Indian population along with the heightened awareness of global brands and international shopping experiences and the increased availability of retail real estate pace. wider availability of products and brand communication are some of the factors that are driving the retail in India. Thus. manufacturers and retailers of products such as personal computers. Some of the niche categories like Books. catering services and home improvement. consumer durables. Tesco. H&M. Favorable demographic and psychographic changes relating to India's consumer class. international exposure. consumer durables. Music and Gifts offer interesting opportunities for the retail store. German giant Metro . Buying volumes for many of these players are already in the range of INR 10-20 billion per year. .

lack of skilled personnel. Rural Retailing : Of late. the Report says. Similar trends are likely to be exhibited in India as all formats present prospects for growth. with the emergence of larger store formats like superstores and hypermarkets in countries like UK. Spain since the 1980s and Eastern Europe more recently. Together with its rival. . Other corporate bodies include Escorts. Wal-Mart-owned ASDA. ITC launched the country's first rural mall ‘ ‘ Hariyali Bazaar' . A few of them are regulatory barriers. has become the number one apparel retailer in the Czech Republic and also a major player in Hungary apart from being one of the fastest growing clothing retailers in the UK. Tesco etc have adopted multi-format and multi-product strategies in order to customize their product offering for distinct target segments. Tesco.AG and South African Shoprite Holdings have already made headway in this segment by setting up stores selling merchandise on a wholesale basis in Bangalore and Mumbai respectively. India is now ready to leapfrog into the next stage of evolution where a large number of Indian and international retailers would build scalable models with a pan-India appeal with a view to be sustainable in the long term. Potential for all Formats to Thrive : Most of the global powerhouses in the retailing sector such as Wal-Mart. Germany. In fact. Further. France. Tesco is one of the food sector's most successful exponents of clothing in Europe. Already. UK's leading grocer. that has initially started off by providing farm related inputs and services but plans to introduce the complete shopping basket in due course. traditional food retailers have been able to stock more extensive non-food ranges. players are becoming profitable after having gone through their respective learning curves indicating the viability of organized retailing across formats. and Tata Chemicals (with Tata Kisan Sansar) setting up agri-stores to provide products/services targeted at the farmer in order to tap the vast rural market. These new-format cash-and-carry stores attract large volumes from a sizeable number of retailers who do not have to maintain relationships with multiple suppliers for all their needs. fragmented suppliers. differential taxation system. Carrefour. The Report goes on to detail a wide variety of roadblocks that hamper the growth of otherwise upbeat scenario. India's largely rural population has also caught the eye of retailers looking for new areas of growth. labour legislation and lack of ‘industry' status.

Textiles & Fashion accessories: 39%  Footwear 9%  Jwellery & watches 7%  Mobile hand sets & accessories 3%  Health & Beauty (including services) 2%  Food & Grocery 18%  Durables 13% . All this can only spell good news for the Indian consumers who will be inundated with a flurry of state-of-the-art products and services at reasonable prices – a state they have long craved for. Retailing in India Total Consumer Spend in the Year 03-04 – INR 9300 billion ( USD 375 billion) growing over 5% annually Retail sales – 55% at INR 280 billion (USD 205 billion) Organised Retail – Only 3% but growing at 30% Organised retail to cross INR 1000 billion mark by 2010 INR 200 billion investment in the pipeline Top 6 cities account for 66% of total organized retailing. 2004 figures :  Organised retail : Rs. Overwhelming acceptance of modern retail formats. Moreover. as has been the case in retail markets across the globe. the influx of foreign brands into India shall transform the retail landscape as domestic players grow bigger and become more innovative in the face of enhanced competitive pressures.Opportunities are abundant. across formats and categories. Fashion drives organized retail. 280 billion  Clothing. as the new Indian consumer has clearly demonstrated a readiness for all organized retailing segments.

350 billion Indian Retail – Where it stands Five Reasons why Indian Organized Retail is at the brink of Revolution : > Scalable and Profitable Retail Models are well established for most of the categories > Rapid Evolution of New-age Young Indian Consumers > Retail Space is no more a constraint for growth > Partnering among Brands. franchisees. Books. investors and malls > India is on the radar of Global Retailers Suppliers Looking Ahead Many strong regional and national players emerging across formats and product categories Most of these players are now geared to expand far more rapidly than the initial years of starting up Most have regained / improved profitability after going through their respective learning curves INDIAN APPAREL MARKET . retailers. Music & Gifts 3%  Home 3%  Pharma 2%  Entertainment 1% 2005 Projection for Organised Retail – Rs.

etc.340 crore.6 percent over 2004 and is significantly higher than the 12. the highest growth in volume (8%) as well as value (21%) terms was observed in the school uniform segment. SOURCE: . Growth rate 13.As disposable income in India is rising.88. further study is done to understand what is Indian apparel market like-its expected growth. volumes (5.1 percent growth achieved during 2004 when the market was valued at Rs. women’s.740 crore. which is an overall growth of 13. which shows immense potential for branded players.9%) both growing at a higher rate than the previous year. people are spending large amount of their incomes on their dressing. kids’ apparel in total apparel market.77. SIZING UP WHAT INDIA WEARS Indian Apparel Market valued at Rs. share of men’s. Continuing the previous year's trend.KSA Technopak . 000 crore. The women's segment has also grown at a high pace.88.6% in 2005 Currently Indian Apparel market is at Rs.4%) and value (14.

380 crore. There is a corresponding drop in kids' segment share to 17 percent from 18 percent last year.2% to 8. This decline was more pronounced in 2005 as a result of a sharp increase in the market share of women swear (from 31.1% in 2005) and uniforms (from 8.) ('000 .Lion's share of the apparel market.30.) units) 1393639 32590 1443113 28375 (Rs. The Study notes a steady decline in market share of men's segment.7% in 2004 to 32.Cr.Cr.1 percent in 2002 to 36.7%). besides other factors. 45 percent in value terms.9 percent in 2005 and a similar decline in the market share of kid's segment from 16.Cr.2 percent in 2002 to 14.8 percent in 2005. The women's segment has increased its overall market share by one percent to a total of Rs.) ('000 2005 Volume Value (Rs.Cr.) ('000 2004 Volume Value units) 1342140 29135 1368310 24680 (Rs. from 38. INDIA'S APPAREL MARKET SIZE 2002 Volume Value ('000 units) MENSWEAR UNISEX APPAREL KIDSWEAR UNIFORMS TOTAL 417810 4215 1139870 9950 372960 4660 4421890 61290 434340 5240 1180290 10810 397210 5460 4609670 69330 452020 5835 1222280 11745 423020 6345 4807770 77740 470978 6615 1268933 13085 456862 7675 5033524 88340 1254370 23335 WOMENSWEAR 1236880 19130 2003 Volume Value units) 1297220 26090 1300610 21730 (Rs. This drop in share of kids' apparel segment is also due to an increase in usage of readyto-wear branded uniforms. remains with the Men's segment.

National Chain Stores. from cutting to finishing & packaging. The distribution of the company’s products is done through Multi – Brand Outlets.a.a. Distribution Network The company has a good and well established distribution network in all parts of India. 2005. The Company is a branded apparel player in the business of designing. With effect from November 02. from current 2 million pieces p. and it also plans to increase the retail outlet from current 29 to 143 by end of March 2008. The company is planning to increase the number of retail outlets (K – Lounge) from present 29 to 143 by March 2008. The Company has proposed to expand its manufacturing capacity to 4 million pieces p. and their own retail outlets known as K – Lounge. 1992 as a partnership firm. . branding and selling of ready-made apparels in the men’s segment and other accessories under its various brands. It also has its own retail outlets in the brand name of K – Lounge. manufacturing. the company became a public company under the name of Kewal Kiran Clothing Limited (KKCL).MAJOR PLAYERS IN APPAREL RETAIL Kewal Kiran Apparels Private Limited11 Kewal Kiran Apparels Private Limited was incorporated on January 30. The major Brands of the company are: Killer Lawman Easies Integriti The Company has integrated manufacturing facility.

shoes and related accessories (both fashion and sports). Sykes. GLP retails products of global giants like Adidas.Entering in new segment KKCL is predominately into men apparel wear. Nike. MTV. In the initial stage the company will introduce the women’s denim wear and casual wear in the existing brands. Pursue Inorganic Growth In order to upgrade and enhance the manufacturing and marketing capabilities the company may acquire units/undertakings manufacturing woven or knitted apparels. GLP has created a chain of small format retail store in the name “Primus Value stores” which has selling space of 100. Tommy Hilfiger and United Colors of Benetton. Reebok. . and now the company is planning to enter into women’s wear and kids wear.000 square feet in a total of 80 stores and growing across 100 markets in 56 markets in 17 cities in the country. which is a semi formal menswear brand. one of the largest garment export houses in the country in partnership with Indusage Advisors a leading boutique corporate finance group based in India and Singapore. The company may also acquire brands having ready presence in women’s wear and kids wear. GLP is the exclusive national licensee for MTV clothing and Accessories. GLP is a leading contender in the changing scene of organized retailing in the country with unique value proposition. Gitanjali Lifestyle Products Pvt. Competency of GLP is retailing and distribution of lifestyle products with specific regard to apparel. Dockers. Levi’s. The company also has an inhouse brand called @ease. Limited Gitanjali Lifestyle Products Pvt Limited (GLP) is a young company established in September 2003. by M/s K Mohan and Co.

Pantaloon Retail (India) Limited has spread across various businesses and cities in India. a hypermarket chain.TCNS CLOTHING COMPANY TCNS Clothing Company Private limited is a 100% subsidiary of TCNS exports which is a major manufacturer of garments for Wal-Mart. with an Indian touch of convenience and hygiene. . The organization made an incursion into the modern retail (fashion) in 1997. GAP. and Central Mall located at various Metros are other important parts of the group. The company has over 140 stores across 32 cities in India and 14000 employees. feet retailing space and group turnover is more than 400 crore. Food Bazaar. and TOMMY HILFIGER etc. BARE etc. With many of the famous like John Miller.50 lacs sq. Pantaloon Retail is the flagship enterprise of the Future Group. PANTALOON RETAIL (INDIA) LIMITED Pantaloon is one of the largest fashion houses in India and one of the largest retailing conglomerates. It has acquired more than 3. for worth 450 crores. Pantaloon owns multiple retail formats and is able to cater to a large section of the society. Big Bazaar. food and grocery chain. was introduced in the year 2001. It is also involved in designing new age of fabrics & fashion apparels.

Background  Incorporated in October 1987 under the leadership of Mr. supermarket. Malls and Specialty Stores  website: www. KishoreBiyani–Became public limited in 1991  ‘The Pantaloon Shoppe’-exclusive menswear store was set up in 1994–  Big Bazaar’–under the concept of Hypermarket started in 2001  ‘Pantaloon Retail India Limited’–a flagship enterprise of ‘The Future Group’  Retail sector activities -Departmental Stores.  Developed a Dual Strategy  Of opening smaller versions in its flagship stores like ‘BIG BAZAAR’  Opening larger Independent Stores.  Currently adopted retail format by the group:  Lifestyle Segment- . malls etc.pantaloon. hypermarkets. Business Area  The Future Group operates through six verticals :  Future Retail –covering retail business  Future Capital –catering to financial products & services  Future Brands –managing all the brands owned or managed by group companies  Future Space –managing real estate business  Future Logistics –managing supply chain and distribution  Future Media –developing and managing retail media space Business Strategy  Targeting greater market share by entering into formats such as departmental stores. Hypermarkets.

Lee Cooper and other reputed international brands. With its strength in the field of manufacturing it launched its National Brand under the name “INDIAN TERRAIN” ITC LIFESTYLE BUSINESS RETAIL DIVISION . INDIAN TERRAIN CLOTHING PRIVATE LIMITED Is a subsidiary of celebrity clothing who is leader in garments exports to Marlboro classics. Pantaloon  Central ACME CLOTHING PRIVATE LIMITED Acme clothing private limited is a leading garment company marketing its garments and accessories under brand name PROVOUGE through a chain of exclusive franchisees and retail multi-brand outlets (MBO’s). next. GAP.

Wills Sport relaxed wear.Is a subsidiary of Indian Tobacco Company. The store offers a truly 'International Shopping Experience' through world-class environment and a robust portfolio of offerings. Top designers of the industry design these clothes. The store offers Wills Classic work wear. fashion accessories and bath & body care products. Wills Lifestyle ITC has made a presence in the Retail sector through its exclusive specialty store -'Wills Lifestyle'. It has developed itself as a fashion destination offering a range of apparels and accessories. ITC believes in the philosophy of enjoying the changing environment. relaxation or party. . This season Wills Lifestyle has brought a complete array of products for very aspect and mood of life be it work. Wills Lifestyle has also developed John Players as a brand that offers a fine collection of clothes for dynamic and vibrant people. now has a large share of Indian market with its brands like WILLS and JOHN PLAYERS.

Wills Clublifeevening wear and a tempting range of Designer accessories. The brand is now available in over 150 locations through ‘exclusive brand outlets’(EBOs) and ‘shop-in-shops’.  With a distinctive presence across segments at the premium end. .  Wills Lifestyle has been established as a chain of exclusive specialty stores providing the consumer a truly 'International Shopping Experience' through world-class ambience. customer facilitation and clearly differentiated product presentation.  To enhance product availability through expansion of “Wills Lifestyle”chain of exclusive stores in high potential catchment malls. ITC has also established John Players a brand that offers a complete fashion wardrobe to the youthsegment.Background  Over the last five years. it has expanded its basket of offerings with Wills Classicformal wear. ITC's Lifestyle Retailing Business Divisionhas established a nationwide retailing presence through its Wills Lifestylechain of exclusive specialty stores. Business Strategy  With its brands.  Beginning with its initial offering of Wills Sportrelaxed wear. ITC aspires to build a dominant presence in theapparel market through a robust portfolio of offerings.

brand owner and retailer in India with a turnover INR 420 Cr. Madura Garments is manufacturer.MADURA GARMENTS Part of INR 33000 Cr. Van Heusen. Aditya Birla Group acquired Madura Garments and is now a part of Aditya Birla Nuvo Limited .In its stable are some of the best known international clothing brands in India-Louis Philippe. Background  Established in 1988 as the garment division of the Indian subsidiary of Coats Viyella (UK)  In 1999.SF jeans. AV Birla Group of companies. Allen solly and Peter England as well as a new brand of Men’s jeans wear and youth clothing.

 focuses on men’s shirt and trousers and has also diversified into jeans and western wear for women  The company owns several brands like Louis Philippe, Van Heusen,Allen Solly, SF Jeans and Peter England  Website:

Business Strategy
 Plans to strengthens its portfolio in women’s wear, premium clothing and accessories.  Has tie-up with ESPIRIT, an international life style brand.  Expanding its retailing network by marketing women’s wear under the Van Heusen brand.  Recently the company acquired Trinetra, chain of 174 convenience store in south India.


Leader in clothing segment in India with brands like Wrangler, Ruff & Tuff, and Excalibur etc.

 Subsidiary of Arvind Mills, a major garment manufacturing player  Caters to the domestic market and is also involved in exports  It has 3 large manufacturing units, 2 warehouses and 400 sales outlets across the country  The company has its owned brands and licenses from reputed international brands like Lee, Wrangler, Gantt, Arrow and Tommy Hilfiger for selling in the Indian market  It distributes its products through Multi-Brand Outlets (MBO’s), organised retailers and Exclusive Brand Outlets(EBO’s)

 The company manages various brands like Flying Machine, Newport and Ruf & Tuf in denim trousers and Excalibur in shirts  Website:

Business Strategy

 ‘Excalibur’the company’s own brand is revamped as a lifestyle brand  Expanding the product portfolio to include knits, jackets, t-shirts, blazers and suits  Planning to set up 100 Excalibur outlets  Recently entered into a 40-60 Joint Venture with VF Corporation, a US-based lifestyle apparel maker and owner of 50 brands, to market its products in India  VF Corporation owns brands such as Lee, Vanity fair, Wrangler, Nautica, JanSport and Kipling  This tie-up has also made the company an exclusive franchisee of ‘Gantt’  It’s a distributor for the brand across India, Sri Lanka and Bangladesh  VF Arvind brands Pvt. Ltd. Plans to open 13 Nautica Stores  Arvind Millsplans to open around 100 megamart stores across 100 cities thereby enhancing their existing network 54 outlets in 16 cities  This would increase its presence in Tier II cities as well

Finally, there is a timeline for one of the world’s greatest luxury brands to enter India. Giorgio Armani will set up shop in India latest by mid 2007, with four stores in two cities, Mumbai and Delhi. The two brands will be Giorgio Armani and Emporio Armani. Commercial director, Emporio Armani, Francesco Tombolini confirmed to ET that the world-famous brand will enter India.

The ideal partner. Is Tombolini looking to manufacture or outsource to India? In keeping with their new business plans. GUCCI GUCCI too had a franchisee tie-up with the Murjani group to bring the luxury brand into India. “Mr. Procedures for Approval are concern.Whether the 1. Even though close to 33% of its turnover comes from Europe. or decide on the franchisee route is still not decided. Tombolini says there is space for all. In fact. or with a partner. . says Tombolini. The over billion euro fashion house. Armani is certain about wanting a presence in India and it is a market. Even as the worldwide accessories market grows. Are there customers for the price tags which their labels come with? “We don’t see India as a cash cow.” ended Tombolini. the 40 stores of the 300 odd stores worldwide. The market is new. which are in China contribute 10% to the group’s turnover. understands that it is lifestyle and will not use the name just to leverage his business. “We would choose someone to work with because of his craftsmanship and not because it is cheaper to make the product here.” said Tombolini. we have been exploring for a long time and we are looking at arriving at the route of entry within a year. Tombolini says they would always work with a ‘Made for Armani’ rather than a ‘Made in India’ partnership and the area that Tombolini is looking at is in the leather beaded business working exclusively for Armani. he says they would like to keep it on par with Dubai if not Italy (which is 10% cheaper). As far as price lines go. They will open their outlets by the end of the year or early next year. as much as 52% of the group’s turnover comes from apparel and the flagship brand Giorgio Armani draws the larger chunk of consumers at 33%. Asia and specially China has been growing fast. will be one who respects Armani.” said Tombolini.5 billion euro privately-held company will enter the country directly. is convinced that it is not too late and neither is it worried about competition.

plans to double the number in next three years. The deal stipulates that jimmy choo will open seven stores over the next five years. aware of fashion & English is their language. CALVIN KLEIN Murjani group to set up four Calvin Klein stores. BENETTON Benetton has 50 stores in India with joint venture partner DCM. whereas Indian women are sophisticated. Walt Disney & Indus Clothing sign agreement . The first one of which is set to open at Delhi The representatives of Jimmy Choo believes that India is interesting market than china. Gucci requires at least 3000sq. Walt Disney Company (India) have signed licensing agreement with apparel maker.ft space for a single store. TUMI The murjani group is also planning to open up to 10 freestanding Tumi stores in India by 2010. After successful launch of Disney Jeans in Europe and some Asian countries.The murjani group was also behind getting Tommy Hilfiger to the Indian stores in 2004. In all they are independent. as china is a male dominant society.The first store is set to open later this year in either Delhi or Mumbai. They have been planned by the end of 2007. JIMMY CHOO In India the company signed a long term distribution agreement with the murjani group. Indus Clothing to introduce them in the India.

products comprises t-shirts. Rajat Jain.14. Indus Clothing will manufacture and market apparel and fashion accessories in the country. each year. Managing Director. "Disney aims to create a line of products that meets quality and value standards of Indian consumers while offering design and styling to match international fashion trends.Indus Clothing will invest around Rs210 million for establishment of 20 exclusive ‘Disney Jeans’ outlets by 2007." He further informed that in FY 2005 branded apparel and accessories market for kids in India was estimated $600 million and it expected to grow to $850 million by 2010. Indus Clothing said management is delighted to join company such as Disney enjoying excellent reputation all over the world. Disney’s denim products are especially made for kids aged 4 . Products will be sold across the country through exclusive Disney Jeans outlets. fleece and accessories. Harpratap Singh Director. . key retail chain store and multi-brand outlet. He also stated that kids wear market accounts for approximately 15 percent of total apparel market of the country and it is rapidly growing at 40 percent. Walt Disney Company (India) said. malls. This non-characteristic product line aims to extend the brand beyond the popular character franchises and establish Disney as the preferred fashion and lifestyle brand for kids and youngsters. across the world.

. “We have been selling Versace apparels through our own stores. Salvatore Ferragamo VP Fulvia Visconti Ferragamo said “we plan to open our second store at Delhi in a year and total of 10 in next 5 years. their Franchisee in India. The Salvatore Ferragamo Group closed the financial year 2005 with sales worth575m euro. “Says Mr.SALVATORE FERRAGAMO Italian luxury brand Salvatore Ferragamo plans to open 10 stores in 5 years in India after opening its first store recently in Delhi. Salvatore Ferragamo has opened the store in association with SSIPL Luxury Fashion Private Limited. LIMITED Another retailer with a strong europeon presence is also gearing up to enter India in a franchisee tie-up with Shoppers Stop. VERSACE AND CADINI North India based Blues Clothing Company has entered into franchisee tie-ups with Italian Fashion Brands Versace and Cadini and plans to open outlets for these brands shortly.K. Executive Director Blues Clothing Company MOTHER CARE U. Abhay Gupta. including Bangalore and more stores in Mumbai and Delhi. Speaking on the sidelines of their launch of first store in Delhi. The new stores will come up at major metros. The purchasing power definitely exits. with plan to set up 40 outlets.

.V. Agreement. Delhi by 2007. Yue declined to name the local partner because of a confidentiality clause in the J. Globus . The first store is planned to open at Ambi Mall. Hugo Boss plans to continue its Franchisee model for the moment.K. VALENTINO Apparel store giant Valentino has shown its presence in India. Giordano International limited has announced its plans to set shop in India in 2006. Mumbai and Bangalore. DEBENHAMS U. with an initial target of opening four to six stores in the first year of operations.HUGO BOSS Recently opened its fourth store with its presence now in Delhi. Fashion Retail chain.Due to 51% FDI restrictions. Hyderabad and Kolkata. GIORDANO Hong Kong based fashion retailer. Debenhams has firmed its plans to enter India through the Franchisee route with “Planet Retail Holdings”. In an interview Giordano’s Director of corporate and external affairs William Yue said that expansion to India would be done by a joint venture with a local partner. with its first store in cannaught place at Delhi. Plans are to open stores in Chennai.

Ghaziabad. Noida.globus. Varanasi and Hyderabad. The flagship store was opened on 1 st November 2001 in Mumbai. Globus has achieved customer delight by presenting value products and services through continuous improvement. women and children  F21primarily targets the youth  Company is ISO 9001 certified with ERP-enabled supply chain  Website: www. The company opened its first outlet in Indore followed by two more in Chennai. .The organization has an innovative and adaptive environment. Ahmedabad. Background  Set up in 1998 as a part of Rajan Raheja Group  Currently runs 14 stores across India  The group is completely into apparel stores with prime focus on the private labels  ‘GLOBUS’and ‘F21’are the two private labels  Globus caters to apparel and accessories markets for men. followed by a vibrant store in New Delhi. Subsequently. Lucknow. its stores were launched in Bangalore.Globus was launched in 1998 as a part of the Rajan Raheja Group.

Muradabad.  Short-term Focus of the Companies.  Consumer Preference Towards Promotional Offers. or purchase.  Growing Might of Retailers. but gradually shifted its focus to the apparels and private labels  has an in-house team of designers and merchandisers responsible for quality  Actual production activity is outsourced  The company is mainly targeting smaller cities like Vadodara. SALES & PROMOTIONAL STRATEGY Reasons Behind Growing Importance of Sales Promotions . retailers. contests. Sales Promotion Strategies . Examples of devices used in sales promotion include coupons. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers. Sales Promotion Sales promotions are short-term incentives to encourage the purchase or sale of a product or service.Business Strategy  The company started as a departmental store. Ludhiana  The group is planning to set up 100 stores by 2008 across the country  Up-coming stores are to set up in Varanasi. These efforts can attempt to stimulate product interest. wholesalers. rebates. trial. samples. Jamshedpur Ranchi.  Saturation of Market and Increased Similarities in Competing Brands.  Decline in the Effectiveness of Advertising. point-of-purchase (POP) displays. Hyderabad and Noida  Financial information of Globus Stores Pvt Ltd is not available as the company is a privately held company. premiums. or other organizational customers to stimulate immediate sales. Udaipur Bhopal. and sweepstakes.

free trials. The company focuses its marketing communications efforts on consumers in the hope that it stimulates interest and demand for the product at the end-user level. Typical tactics employed . 2. or a combination of the two. Typical tactics employed in push strategy are: allowances. and premiums. Consumer-promotion objectives are to entice consumers to try a new product. thus pulling it through the channel.There are three types of sales promotion strategies: Push. hold & reward loyal customers. 1. and build consumer relationships. get consumers to "load up" on a mature product. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand. give a brand shelf space. A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. This strategy is often employed if distributors are reluctant to carry a product because it gets as many consumers as possible to go to retail outlets and request the product. promote a brand in advertising. buyback guarantees. and/or push a brand to final consumers.contests. Pull. attract customers away from competitors’ products. displays. specialty advertising items. discounts.

they are also more cost-effective compared to other integrated marketing communications tools such as advertising. Other forms of integrated marketing communication tools need to go through a lot of thought and internal debates before funds are allocated or decisions are arrived at. cash refunds and rebates. Since sales promotion can possibly provide immediate impact on consumer sales. The importance of sales promotions as an integrated marketing communications tool could be attributed to the increase in number of specialist sales promotions agencies operating in certain pull strategy are: samples. Today. it is one of the stand-alone effective marketing tools. it is not unusual to use these strategies to attain their sales objectives. Popularity of Sales Promotions The reason sales promotions are gaining popularity is due to the fact that product and sales management are very confident in their ability to handle the techniques of sales promotion. sales volumes can be easily predicted.advertising specialties. Product managers also are more in control of the determination and implementation of sales promotional activities. Since the results of using sales promotional techniques can be determined accurately. loyalty programs/patronage rewards. and point-ofpurchase (POP) displays. games. coupons.  More importantly. contests. Reasons for Sales Promotions  This could be a way of monitoring the performance of product management. In the past. The progressive fragmentation of audiences and the increase in media costs have tipped the balance in favor of sales promotion techniques which are more likely to delive demonstrable results. sweepstakes. premiums. sales promotions are not only effective in attaining shortterm sales. They have a freehand when it comes to what salesstrategies to use.  Companies have to cope with pressure on sales margins which they can achieve through paying closer attention to cost-effective sales volume. . sales promotion was viewed as part of other marketing communications techniques.

Therefore a small project was taken up towards the end of April to do an in-store study of the buying patterns of customers as well as the sub-brand performance (Sport. and Signature). tomeasure the effectiveness of the brand it was also important to note the trends occurring inside the store. 500.m.m. and the hour at which they visit & purchase from the store. 2500 (or above) & Pick Fiama Di Wills worth Rs. on weekdays. Classic.Devising Promotional Strategies based on Customer Profiling. 2500 (or above) & get Gift Vouchers worth Rs.m. Disadvantages of Sales Promotions . In accordance with the study conducted outside the store. & 4 p. which includes the trend for the period of one month. gender. 250.  The tracking is done from 3 p. Clublife. Limitations:  The mapping for the age of the shopper is done on the basis of assumption. (Gift vouchers applicable on accessories & Essenza Di Wills) PROMO OPTION 2: Buy Wills Signature collection worth Rs. to 8 p.m. It aimed at observing the trends or buying patterns of the customers based on their age. A record of 840 transactions has been made. only On the basis of the above observations the following promotional strategy has been devised. TIMINGS (during which promo is applicable): Applicable between 1 p.In this project basically a customer profiling was done. PROMOTION NAME:“Fashion by Wills” PROMO OPTION 1 : Buy Wills Signature collection worth Rs.

quantitative approach and the qualitative approach. work often on a short-term basis only. . On the downside. Such an approach to research generates results either in nonquantitative form or in the form.  Unlike advertising or public relations.. unlike other integrated marketing communication tools. for instance. Thisapproach is further sub-divided into inferential approach is to form a database from which to infer characteristics or relationship of a population. This research is an amalgamation of both formularize as well as descriptive research 2. which are no subjected to rigorous quantitative analysis. opinions and behaviour. sales promotions strategies may have no lasting impact on the brand. Research approaches There are two basic approached to research. the sales promotions. Qualitative approach was been adopted in this study where data was collected by personally interviewing the staff of the selected stores. Qualitative approach to research is concerned with subjective assessment of attitudes. Type of Research Research is an original contribution to the existing stock of knowledge making for itsadvancement. which can be subjected to rigorous quantitative analysis in a formal and rigid manner. This usually means survey research where a sample of population is studied using questionnaire to determine its characteristics and it is then inferred that the population has the same characteristics. RESEARCH METHODOLOGY 1. . The former involves the generation of data in quantitative form. Research in such a situation is a function of researcher’s insight and impressions.

willslifestyle. A questionnaire was prepared & administered to the shoppers in CP market. a sample size of three apparel retail stores were selected. Sampling Plan: (1) Population and Sampling unit The sample unit is the individual unit of the selected sample. The questionnaire is provided in the annexure for reference. .3. The target segment was people shopping from the brands which are competitors to WLS as well as customers of the brand itself. The sampling procedure followed here is Simple random sampling. For the purpose of this study. (2) Sample Size This refers to the number of items selected from the universe to constitute the sample. two methods were adopted – Questionnaire Method and Self Observation. The sales promotion activities conducted in the stores were minutely observed. Here the sample unit were the apparel retail stores in Delhi. (3) Sampling Procedure There are various sampling procedures for selecting the sample procedures. a personal visit was conducted to the three well known apparel retail stores in Delhi namely. Most of the people surveyed were shoppers in blocks D. This consisted of doing a secondary research about the industry with the help of some text books and also through the internet. E and F since these are the blocks which have the maximum no. Personal interviews with few of the staffs of each store were conducted to gain the in-depth knowledge about the seasonal and non-seasonal sales promotion activities conducted by the stores. The sample size taken is 100. Sources of Data The first part of the project was to study the current trends and the future of retail and apparel industry in India and also to gain some basic knowledge on sales promotion. all of which are owned by the three different well known business groups. Once the secondary research was done. For the purpose of conducting a comparative study. of competitors’ stores.van heusen and – Allen Solly all of which are located in cp market. 4.

. In the self observation method. Puma. Louis Philippe. LP Youth & a few general shoppers. Spykar. a personal visit toall the stores was made to collect first hand information about the brands. Benetton. D. E. & F Sample Size – 100.Target Segment – People shopping from Wills Lifestyle. Allen Solly. C. Van Heusen (both VH Men & VH Women). The various aspects of the stores were taken note of. Blocks Covered for Survey – B. Levis. out of which 92 are usable.

Wills Lifestyle. Van Heusen. Levis. The brands included for the purpose of analysis are Benetton. Which brand do you usually shop from? (Rank from 1 to 6 in order of preference. It asks the respondents to rank the brands according to their shopping preference or most frequently visited brand.FINDINGS In this part. . 1 being the highest) The first question is included to analyze the shopping preferences of the people shopping the target market. the questions are individually taken up to state the rationale behind each of them being taken up as part of the survey. Louis Philippe & Allen Solly. 1.


21% at Rank 2.Individual. 23% of the people voted it at Rank 1. . brand-wise rankings are given below We can see that maximum number of people who voted for Benetton also consider it as their “most frequently shopped from” brand.

e. 17 people said it was their second . 16% voted for it as the 1st and 4th most preferred brand.Wills got an overall 83 votes out of which 23% respondents said it was their third most preferred brand. And a good 19% i.

7. A good 32% indicates the same. 3rd.Levis had the maximum number of people voting in favor of it as the number 1 choice for shopping. 13%. Overall. 15%. 5th and 6th position . 4th. it shows a consistent pattern with 21%. 5 & 7% ranking it on 2nd.

Van Heusen had the highest percentage at Rank 1 with 19% and a very close 18% for Rank 5 & ‘No Opinion’. .

Apart from this 19% respondents have ranked it at No. 6 and 17% at No. i. 14% also favored it . 5. alarge number of people interviewed did not consider LP as a favored brand to shop from.e.Louis Philippe shows a maximum percentage of 22% for ‘No Opinion’.

15% for rank 5 & 6.Allen Solly shows a consistent trend all through with a highest of 19% for Rank 3 & 4. and 14% & 12% for rank 2 & ‘no opinion’ .

Formals.  Wills Lifestyle – Fashionable. Expensive. Funky. The first word that comes to your mind when you think of: The word association method tells us the perception of the brand in the customers mind and how it would influence his brand selection decisions at the time of shopping. Class.  Levis – Jeans/Denims.  Allen Solly – Formals. Classy. and 14% & 12% for rank 2 & ‘no opinion’ respectively.) This question attempts to gauge the ‘why’ behind the preference of brands in the first question. the most favored factors for that particular brand and the ones with the highest mean are the least favored. The one word definitions for the brands were as follows:  Benetton – Colors. Style. It attempts at gaining an insight into the customer’s mind as to which parameters out of the six mentioned here attract a customer towards choosing a store over another. Look of the Store.  Van Heusen – Formals. Quality. Fridays. Quality. please give a ranking of 1 to 6 to the mentioned parameters. Product Quality. What attracts you to the following stores? (For each brand. These parameters are Brand Image. Casuals. Styles/ Variety. & Price. Cool. Awesome. Affordable.2.  Louis Philippe – Official Wear. Customer Service. 3. the parameters with the lowest mean are Allen Solly shows a consistent trend all through with a highest of 19% for Rank 3 & 4. 15% for rank 5 & 6. Stylish/Trendy. Comfort/Casual. Elegance. Since the most attractive parameter is marked as 1 and the least attractive as 6. . Good Fits.

g “I want to buy something nice & colorful today!” would lead a person to choosing Benetton. It shows that the brand’s image & its offering goes well with the audience and in turn acts in favor of it. This shows their awareness & consciousness towards these brands. E. quality. .Implications of the perception of these brands  Benetton – people wanting a “cool & vibrant” kind of look would choose Benetton as their shopping destination.  Allen Solly – it offers quality formals at affordable prices to people.  Levis – for comfort wear or simply the one stop shop for denims. for people looking for official wear. Though Van Heusen.  Louis Philippe –again. Louis Philippe & Allen Solly are also brands of international origin. variety & visuals are gauged. Wills Lifestyle has 29% of the people recognizing it as a brand of global eminence.  Van Heusen – a person looking for well fitted & elegant formals would certainly choose to purchase from a Van Heusen store. 4.  Wills Lifestyle – would be preferred by fashion conscious people & shoppers “for evening or party wear”. the brand recognition for them as “global” or “international” is less. What do you like/dislike about the brand you most frequently shop from? (Brand Name: … ) Here the customer’s favorite brand or the brand where he/she most frequently shops from is selected and the reasons behind his selecting that brand on the basis of the parameters like – price. Do you associate any of the brands with having a global image? A large number of respondents associated Benetton & Levis with having a global image. On the other hand.Also assurance of quality to customers comes from this brand. 5. service.


and Ten Wills Lifestyle. A general suggestion for all the brands was to lower their prices. four people selected Allen Solly as the brand they most frequently shop from. a few people felt that the customer service provided at Benetton was not up to mark and should be improved. For Wills. Majority of the respondents felt that these brands were too expensive.According to the responses obtained through the survey. Suggestions for the brand above (or any other brand): It is an open ended question for the customer to give any statements or suggestions about a particular brand. Also. many people felt the pinch of the prices. Ten people Levis. Four Van Heusen. 6. many females felt that larger sizes in women apparel were what Wills was lacking in. . 9% & 7% of Allen Solly. A few respondents also mentioned the need for outer-branding on the garments of Wills. They said that the quality of the fabrics used by Benetton could be improved. Wills Lifestyle is much ahead with 24% as compared to 10%. commented on the quality of its products. Three Levis. This shows the price sensitivity of the customers. We can see that as compared to the formal wear brands. A few people. Apart from that. Eleven people chose Benetton. Van Heusen & Louis Philippe respectively. . suggesting for Benetton.

ft.  Small and light colored wooden panels are used to stack merchandise.  Displays – Huge and catchy displays are especially visible at the first floor. These wooden panels are alternated with bars for hangs.  Layout  Mannequins – A lot of display has been done through the use of mannequins. again with the purpose of easier accessibility to merchandise.yellow effect. .SELF OBSERVATION United Colors of Benetton  Look of the Store  Visibility from outside – Sober lighting with a creamish. The displays are full of colors & show happy expressions on the faces of the models. The whole store is visible from outside at one go which works as a marketing technique in itself for the merchandise.  Size – relatively small store with approximately 2100 sq.  Fixtures –Low height rectangular tables are used to display tops and t-shirts. of selling space. Six female mannequins &seven male mannequins have been used.

299 (flip-flops) to Rs. Block E. 599 (shirt) to Rs. Started on 29th of April.  Benetton has come up with its new store in inner circle. Market Activity  Promos – Assured voucher of Rs. . 3999. It has a high ceiling with mannequins displayed at a high level.  Price Points  Casuals – Rs. 500 on purchases worth Rs.  Advert on window announcing the ‘New Season Launch’. Use of prominent bright yellow lights with clean white interiors. 299 (t-shirt) to Rs. 4999 (jacket)  Formals – Rs. 6999 (formal suit)  Accessories – Rs.  Size – comparatively huge store with an area of approximately 7000 sq. ft. 3999 (handbags) VAN HEUSEN  First look at the Store  Visibility from outside – a very bright looking store.

 Layout  Mannequins – 4 for the main window display along with 3 mannequins in the middle of the store which is a very unique mannequin display as compared to the other brands. Separate section for shoes. Handbags & stole Mannequin display in the middle of the store catches attention at Van Heusen Women .

 Layout  No. there only approximately four to five mannequins. Also more new introductions in casual wear T.”  New categories – “V•” (V-Dot)  evening wear & party wear category from Van Heusen. . 1500 free. Buy any item and get accessories worth 50% of the value free”.  MAY: “We Win. flowery & patterned shirts for men. Therefore the visibility of the store from outside is limited. Market Activity  Promos – APRIL: “Exciting offer on women’s bags & shoes. of mannequins – Since the store is not a very big one.Shirts showing an inclination to attend to the demand for casual wear in market. You Celebrate. 3000 & get accessories worth Rs.” Buy merchandise worth Rs. Consists ofbright colored. ALLEN SOLLY  Look of the Store  Visibility from outside – The Allen Solly store is a narrow & long store.

Stacks & hangs with clear color blocking (theme ‘Collection Metal’) . Fixtures – Low height tables are used for displaying selected styles in tops. White wooden panels are used at the top for stacking with bars for hangs below them.

2499. 999 (shirts) to Rs. 399 to Rs.7995  Accessories – Rs. with new styles being introduced in it at lower & affordable price points. 1499. 109 (socks) to Rs.  Price Points  Allen Solly Youth priced at Rs. which was launched around a year back is the only new category. 2500 (handbags) . Suits – Rs. Market Activity New categories – Allen Solly Youth.  Formals – Rs.

SIZES – Waiting for sizes becomes a turn-off for the customer if it takes too much time. An attempt has been made to come up with a few suggestions which would help in increasing the effectiveness of the store as well as the brand. It doesn’t match up to the facilities provided at the South extension and Ambi store as well as other stores like Levi’s. Wills Sport. easily movable (to facilitate regular change in VM). and Wills Signature can be advertised separately to increase the awareness these brands. within the store. 3.  Centralized cooling is required. Wills Clublife.  The stocks in the back room should be kept size-wise as well as brand-wise (classic. The sub – brands Wills Classic. etc) and the racks can be tagged with stickers indicating the sizes it contains.  The new season launch should be advertised through carry bags also. 1. 2. 4.  Sofas required for comfort (like that at other Willsstores). sport. CARRY BAGS – Carry bags are a great means of advertising. It sometimes results in the customer walking out of the store. signage for each brand showing their respective logos. . a few points were identified which are mentioned here. This can be done by putting up separate.RECOMMENDATIONS From the study of the other brands along with the experience of working at the store. TRIAL ROOMS – The trial rooms don’t look like that of a premium brand.

Conclusion . Visual Merchandising exercises were taken up regularly with a change in the Window Displays every 10 to 15 days. Spirit Restaurant & Bar. through sales.65. 3 at Wills Lifestyle. Different restaurants. 100 Gift Vouchers of denominations of Rs. INITIATIVES & CONTRIBUTIONS  A contribution of approximately Rs. The following places were visited for this purpose Indian Coffee Home. 2.000 has been made to the company. Similarly. were targeted.  An opportunity was received to interview candidates for the post of ‘customer associate’ for the store. 500 of Wills Lifestyle will be given on a bill of Rs. Canon and Oriflame. which were also in proximity to the store. bars and stores like that of watch companies or camera companies.000. during the period of the internship.  An initiative was taken to make the store presentable at all times.  A micro marketing activity was initiated to take care of the decreasing footfalls. A two way tie up has been finalized. a discount of 15% at Spirit will be applicable on an invoice of Rs. The interviews were held on the 11th of March within the store itself. World of Titan. with the highest invoice value of Rs 35. Training house-keeping staff for faster service & quicker replenishments throughout the day. 3000 at Spirit. The deal with Spirit Restaurant & Bar has been successfully converted.

If the role of such promotional activities is understood well. objectives set for these activities are. They will bring many promotional practices which they have been following in developed markets which will increase the use of sales promotion activities even further. Apparel sector is likely to grow with growing Indian economy. not only provide utilitarian benefits like. Broadly. Exciting promotions also have tendency to generate positive word of mouth and help consumer feel a smart shopper.Usage of sales promotion activities has a direct impact on consumer behaviour as it motivates a consumer to buy now rather than in future. time or quality up gradation but hedonic benefits like feeling confident. reinforce or reward loyalty etc. encourages switching. more often or upgrade to better quality. Thus. · To move excess inventory. . creation and building store image through feature advertising and displays and joint promotions and price image by highlighting the discounts. Execution of the sales promotion activities also require proper coordination of selling effort and availability of promoted merchandise. enhances value of an offer temporarily till the promotion period. · To generate store traffic. Rakshabandhan promotions. Promotions may induce non buyers to walk in to the store and loyalty programmes may encourage them to buy more. Traffic building is achieved by special event promotions like Diwali. feeling of excitement and entertainment etc. It helps consumer reduce not only financial risk but also psychological and social risk by making consumer confident of his/her purchase. it may help any player a long way to survive and grow. saving of money. conformation to group norms by shopping at famous stores/brands and possibility of acquiring well known branded apparel during promotions. · To enhance store image and · To create a price image (high or low). inventory reduction through end of season sale. Indian brands will have to withstand turbulent conditions and learn to survive. Many multinational players either have already plunged into Indian market or plan to do so in apparel sector.

How do you position your store in the sales? [ [ [ [ ] ] ] ] [ [ [ [ ] ] ] ] Q:.QUESTIONAIRES Q:-what is your target market? Q:.When you give discount for costumer ? Holidays Special day Sisiona Any time Q:.How do you position your store in the brand? .What type of sales/promotion you normally conduct? Discount sale By one get one free type off Flat 50% Other (please specify)____________________________________ Q:.

Do you offer any other discount apart from the sale. If yes please specify. . Kindly name and eligibility of the loyalty program ? Q:-What is the schedule of the sales period ? Q:.Q:. Q:.Do you conduct your advertising campaign or get it outsourced.What is the ratio of aging stock in your store ? Q:.Do you have any customer loyalty program? Yes ( ) No ( ) If Yes .

vanheusen.Evans  Philip Kotlar  Levy & Weitz – “Retailing Management”.The Science of Shopping. 6th Edition.retail industry in india .google.REFERENCES Website: www.willslifestyle. September – December 2007 Vol.itcportal. by Paco Underhill Articles “Challenges & Opportunities of Organized Retailing in India” Books:  Barry Berman & Joel www. . Journal of Marketing & Communication.  McGraw Hill International Edition  Churchill & Iacobucci – “Marketing Research”.com www. 3 Issue 2.sales & promotion on retail store . 9th Edition  “Why We Buy?” .com www.

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