MMA-WILLS LIFESTYLE

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Group Members:

1. Ankur Rishi.
2. S. Vinod.
3. Shobhit saxena.
4. Aashit Shah.
5. Khushboo Sompura.

Submitted To:

1. Deepa Pariyangat.
2. Prabu Doss K.
3. Manisha Nayar.
4. Prashanth G Nair.

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TABLE OF CONTENTS

Contents
PHASE-1.....................................................................................................................................................5
THE OBJECTIVE.......................................................................................................................................5
COMPANY ANALYSIS............................................................................................................................6
COMPETITOR ANALYSIS.......................................................................................................................7
INDUSTRY ANALYSIS............................................................................................................................8
CLIMATE ANALYSIS...............................................................................................................................9
S.W.O.T. Analysis....................................................................................................................................10
Strengths................................................................................................................................................10
Weaknesses...........................................................................................................................................10
Opportunities.........................................................................................................................................10
Threats...................................................................................................................................................10
BIBLIOGRAPHY.....................................................................................................................................11
PHASE-2...................................................................................................................................................13
Target Market............................................................................................................................................13
Positioning.................................................................................................................................................14
Product mix...............................................................................................................................................15
Width of product mix................................................................................................................................16
Length of product mix...............................................................................................................................16
Depth of product mix.................................................................................................................................16
Consistency of product mix.......................................................................................................................17
Features and benefits of product................................................................................................................17
Consumer products....................................................................................................................................17
Shopping goods.........................................................................................................................................17
Speciality goods........................................................................................................................................18
Complementary products...........................................................................................................................18
Product line...............................................................................................................................................18
Product line length................................................................................................................................18
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Up market stretch..................................................................................................................................18
Line filling.............................................................................................................................................18
Product Strategy........................................................................................................................................18
Core benefit...............................................................................................................................................18
Basic product.............................................................................................................................................18
Expected product.......................................................................................................................................18
Potential product........................................................................................................................................19
Bibliography..............................................................................................................................................19

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PHASE-1

THE OBJECTIVE

The main objective behind this study is to gather knowledge about the garment industry as a
whole and some of its top companies. Other objective was to learn about the basic management
strategies and to learn how to work in a team to achieve a common goal.

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COMPANY ANALYSIS

 Wills Lifestyle recently has launched men's grooming products such as perfume, shaving cream.
It will also focus on transaction size through retail chain.
 Wills Lifestyle plans to expand the initiative and set to launch more designer wear, for men and
women, trendy wear, casual wear, evening wear.
 The store offers Wills Classic work wear, Sport relaxed wear, club life, fashion accessories and
bath & body care products.
 Wills Lifestyle Retail Business Division Won several Awards
NID Awards for Design Excellence 2006 for Best Packaging Design in the FMCG Category for
wills lifestyle.
2004: Rising Star Brand of the Year – Wills lifestyle
2003: Most Admired Exclusive Brand Retail Chain of the Year - Wills Lifestyle
2002: Most Admired Women's Wear Brand of the Year - Wills Sport
2001: The Most Admired Brand Launch of the Year - Wills Sport
The Most Admired Exclusive Brand Retail Chain of the Year - Wills Lifestyle
 It is the title partner of the premier fashion event - Wills Lifestyle India Fashion Week.
(www.itcportal.com)

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COMPETITOR ANALYSIS

Capacity expansion is the only way to survive in textile sector. Many small players who do not
have that bigger market also are coming into the market and thereby affecting the pricing
schemes. Some competitors of wills lifestyle are:

1. Raymond’s: Since they have a wide range of formal clothing and it is also a very trusted brand in
the minds of Indian people and so it is a great competitor of Wills lifestyle.
2. Provogue: It is also a good competitor and it has a good range of apparel.
3. Levi’s Strauss: They have a wide range in casuals and they have also the same target segment as
Wills lifestyle but its range is more on the higher side and it is not there in the formal apparels
market.
4. Wrangler: Till now it is a new brand but it is slowly gaining market more in the jeans segment
but its price is also on the higher side and it does not provide the formal range.

And to name a few more are Adidas, Reebok, Zodiac, Tommy Hilfiger, Calvin Klein are there.

Because of all these market players it is affecting the market share of bigger retail chains like
wills lifestyle. These companies influence one or the other market (www.equitymaster.com).Also
some local players are there in the market who are affecting the sales of major brands. Exports
are also being affected because some Pakistani and Chinese company provide cheaper apparel
because of cheaper labour cost.

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INDUSTRY ANALYSIS

This sector has seen many pitfalls from its existence but now the sector is well on its way of
capturing growth, thanks to dropping of interest rates and financial institution’s helping hand
which has helped various companies to invest more in this sector. The apparel industry is a large
contributor for foreign exchange. Today the garment exports are also increasing as foreign
buyers are also becoming aware of Indian brands. Till today our apparel industry is basically
dominated by sub contractors and small units. Basically the supplier base is of medium quality
and high fashion as more of the population wants relatively high fashion and medium quality
(Indian Apparel Portal).

Figure 1: Porter's model analyzing Sector's dynamics

(Porter)

It is expected to grow at 14.8% in the period 2008-10. As the demand for the readymade
garments is increasing in rural India, it is expected to increase there by 16.5%. Per capita GDP

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(Gross Domestic Product) spending on apparels increased from 4.9% in 2003 to 5.8% in 2006
(Bomin Men's Apparel Market in India).

CLIMATE ANALYSIS

Wills lifestyles have linked up with some major companies for product
makeover. Unlike other countries the policies of the company is determined by the
corporate government policies. Understanding of the customer satisfactions and
meeting their demands is another important factor for the company. Company’s work
is also important for satisfying national priorities.

The use of technologies is vital in making strategies have made an effective

growth on their export and import of products. Laser technology is also being used for finishing
garments with good standards of marketing.

As other companies even lifestyle had its problems with recession they are trying
for more and more rework strategies. Wills Lifestyle, the premium lifestyle retail arm of ITC
Ltd, has said it is reworking strategy to protect bottom line and check a drop in sales, even as it
has cut its growth forecast for the fiscal year. (P.Mukharjee)

The product is working a lot to make people aware of the latest environmental
features and for that came up with a collection of apparels which was inspired by soil, water,
leaves etc so that it can create an impact on the customer (News India-Times).

The 1982 amendment to the IDA(Industrial Dispute Act) it requires permission of

government for all the employers with 100 or more workers to dismiss a worker and because of
all these strict regulations in the labor market it is difficult to expand the operations (Around The
World:India ).

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S.W.O.T. Analysis

Strengths

 ITC being a trusted brand it is easy to build trust among the people for its products.
 It has a wide range of collections for both men and women. As they are spread over 240
exclusive stores and over 1500 multi-brand outlets and so the product is easily accessible.
(www.itcportal.com)

Weaknesses

 One of the weaknesses of the company is there unrelated diversification of brands so it is

difficult for consumers.
 Have not been able to reach people of the country because of improper marketing.

Opportunities

 One of the greatest opportunities for every product is that the buying capacity of Indian people
has increased a lot and so companies can think of a great future.
 With fashion trends changing very quickly company gets the space to launch different range
of clothes.

Threats

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 Threat begins as both the national and international brands are eyeing the Indian market as a
good prospect and so are coming up with a large variety.
 One of the threats came to the company as the global slowdown which has influenced a lot.

BIBLIOGRAPHY
(n.d.). Retrieved August 21, 2009, from www.marketresearch.com:
http://www.marketresearch.com/product/display.asp?productid=2401218&SID=12612061-455649240-
468243973

(n.d.). Retrieved August 21, 2009, from www.business-standard.com: http://www.business-

standard.com/india/news/wills-lifestyle-reworking-strategy/351674

(n.d.). Retrieved August 21, 2009, from www.itcportal.com:

http://www.itcportal.com/lyfestyle_retailing/lifestyle_retailing.htm

(n.d.). Retrieved August 21, 2009, from www.equitymaster.com:

http://www.equitymaster.com/detail.asp?date=3/31/2006&story=1

(n.d.). Retrieved August 21, 2009, from www.itcportal.com:

http://www.itcportal.com/lyfestyle_retailing/lifestyle_retailing.htm

(n.d.). Retrieved September 26, 2009, from News India-Times:

http://www.newsindia-times.com/blog/2008_03_01_archive.html

(n.d.). Retrieved September 26, 2009, from News India-Times:

http://www.newsindia-times.com/blog/2008_03_01_archive.html

(n.d.). Retrieved September 26, 2009, from Indian Apparel Portal:

http://apparel.indiamart.com/lib/garments/indian07251998.html

(2009, March 10). Retrieved September 26, 2009, from Economic Times:
http://www.itcportal.com/newsroom/itc-eyes-growth-wills-lifestyle.html

Around The World:India . (n.d.). Retrieved September 26, 2009, from

http://www.udel.edu/fiber/issue4/world/khadi_exports.html

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Bomin Men's Apparel Market in India. (n.d.). Retrieved September 26, 2009, from http://www.just-
style.com/store/product.aspx?id=60213

P.Mukharjee. (n.d.). Retrieved August 21, 2009, from www.business-standard.com:

http://www.business-standard.com/india/news/wills-lifestyle-reworking-strategy/351674

Porter. (n.d.). Retrieved Augstu 21, 2009, from www.equitymaster.com:

http://www.equitymaster.com/detail.asp?date=3/31/2006&story=1

Wills Lifestyle. (n.d.). Retrieved September 26, 2009, from

http://www.superbrandsindia.com/images/superbrands_book_2007/Wills%20Lifestyle.pdf

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PHASE-2

Target Market

At the time Wills lifestyle launched in the apparel market there were many brands and there was
no such thing as a premium brand that could be segregated from others as a premium range. The
time Wills lifestyle entered they had to target a particular segment in the market. Initially the
apparel market was basically limited to men’s formal wear and the women’s Western wear
market was not quite prominent. Mostly the brands were either concentrating on formal or casual
wear and in that too shirts and trousers to be more precise. This was the market where Wills
lifestyle targeted and it provided a wide range of apparel market for both men and women.
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Slowly as the money at the people’s disposal was increasing the buying pattern was changing
and because of this there was a brand awakening there amongst the people. Also people had
started buying at different occasions and by this slowly its market started growing and it gained
its strength in the apparel market (Wills Lifestyle). By introducing various sub-brands they have
targeted various segment of the market.

Wills Club life is basically to target the people who like partying a lot and so need new clothes
for parties and they are capturing that market. They introduced Wills Classic for the people
working in the corporate industry who wear an executive class of clothing and like apparels of
high quality. Wills Sport was introduced basically as a casual wear brand which was there
basically for regular wear and Wills Signature was introduced for the people who like to wear
designer clothes and so they could get these clothes for a much cheaper price. This mainly
divided there customers in this way and satisfying them and so are enjoying a competitive
advantage

Positioning
Wills Lifestyle came up with a tagline of “enjoy the change” among the fashion enthusiasts.
They were for the people who wanted to experiment with their styles and preferred in experiment
with present season. Wills lifestyle was started in 2001 and came to the industry made its
apparels as their premium range. It first came up with sports wears and slowly started with other
categories, which included men’s wear and women’s wear. The major categories under wills are:

1. Wills classic- as the brand for new age leader.

2. Wills club life –eveningwear segment as to complement the evening life of
premium consumers.
3 Wills sports – relaxed wear for both men and women.

4. Wills signature- Designer wear.

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Wills lifestyle gave their customers an international shopping experience. It was the first brand to
offer a complete wardrobe to both men and women. In 2006 it got the title sponsors of FDCI’S
for wills lifestyle India fashion week it got the emerging aspiration fashion brand. This shows
that they had the latest fashion statement and information and this gave the customer an idea of
latest trends and designing. Wills lifestyle has also organized some fashion weeks featuring its
latest brands and collections. Wills lifestyle keeps on dwelling their minds to come up with
various innovative ideas to give their product a better position and thus giving their product a
competitive advantage. This can be justified; in 2008 they came up with a fashion event, which
conveyed a message to save the earth. This was mainly focused to draw the attention of people
towards the environmental issues. The collection was inspired by nature and so it was widely
accepted and it also got a long list of sponsors in its kitty (News India-Times).

This product is currently in the growth stage of the product life cycle. It is still gaining its
foothold the growing apparel market in the country. The constant growth it has shown in
increasing its revenue and thereby increasing the profit of the company as a whole can be trusted
for its future growth. It had a growth of 25% in 2007-08 and on its basis it is expecting a growth
of 20% (Economic Times, 2009). This brand of ITC is just nine years old and now as the people
are becoming aware of branded apparel its sales are improving.

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MMA-WILLS LIFESTYLE

(ITC limited, n.d.)

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Product mix (product assortment) is a set of all product lines and items that a particular seller
offers for sale to buyers (kathiresan, radha, 2003).

So this relationship between the items and lines is described in three dimensions

1. Width of product mix 2. Length of product mix 3. Depth of product mix 4. Consistency
of product mix.

Width of product mix

Here wills lifestyle carries four main different product lines- fashion destinations, fashion
accessories, fiamma di wills, essenza di wills.

Length of product mix

Wills lifestyle carries around twenty five items in product mix.

Depth of product mix

Fiamma di wills offers a variety of products like shampoo, shower gels, soap.

Shampoo offers a range of five variants like1. every day mild,2. aqua balance, 3. volume
boost, 4. Silky strong and 5. Shine in style.

Shower gels offer four variants like 1. mild dew, 2. clear springs, 3. exotic dream and 4. aqua
pulse.

Soaps include skin sense soft green

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Essenza di wills offers fragrances which includes

Aqua home for men.

Inizio homme for men.

Inzio femme for women.

(lifestyle retailing, n.d.).

Consistency of product mix

Since wills lifestyle spreads to a large variety of product line and items to consumers the
consistency level is low.

(kotler, 2009)

Features and benefits of product

The main benefit of lifestyle is that it concentrates on variety of segments which consumer can
choose from the variety of product lines.

The main feature of lifestyle apparel is that it features luxurious fabrics mainly designed for
styling which has been crafted at Italy and the core benefit of the product is that it is designed for
business men which encourages the dynamic culture of an organization.

Consumer products
This is mainly designed for consumption for ultimate consumers. Lifestyle mainly concentrates
on shopping goods.

Shopping goods
Life style apparels are such which cannot be purchased frequently and normally these apparels
are purchased only after making comparisons.

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Specialty goods
Most of the lifestyle products are considered to be expensive especially when it comes to work
wear and designer wear. So these types of products need special purchasing effort.

Complementary products
Life style apparels complements with variety of fashion accessories along with the apparels. Few
accessories offered are ties, belts, shoes, blazers and various other complementary products.

Product line
Product line length

Up market stretch
The products sold are of high quality and of expensive significance. The products are
contemporary sold for high class society which consists of high grade brands.

Line filling
There has been consistent increase in the number of items used with wide range of products.

Product Strategy
Product strategy can be classified into different levels as

Core benefit
Wills life style is a trend setter with more fashion shows and events focusing more on style.

Basic product
The product comes with a very satisfactory quality fabric and includes basic goods from
shirts to trousers and jackets.

Expected product
The company can work more on giving some offers frequently.

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Potential product
The company may work on increasing number of stores and increase their product line with
more number of brands.

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Bibliography
kathiresan, & radha. (2003). marketing management (2003 ed.). chennai: prasanna.

kotler. (2009). marketing management (13th ed.). new delhi: dorling kindersley.

lifestyle retailing. (n.d.). Retrieved september 28, 2009, from itc limited:
http://www.itcportal.com/sets/lifestyle_frames.html

personal care. (n.d.). Retrieved september 28, 2009, from itc limited:
http://www.itcportal.com/sets/personalcare_frameset.htm

(n.d.). Retrieved September 26, 2009, from News India-Times:

http://www.newsindia-times.com/blog/2008_03_01_archive.html

(n.d.). Retrieved September 26, 2009, from News India-Times:

http://www.newsindia-times.com/blog/2008_03_01_archive.html

(n.d.). Retrieved September 26, 2009, from Indian Apparel Portal:

http://apparel.indiamart.com/lib/garments/indian07251998.html

(2009, March 10). Retrieved September 26, 2009, from Economic Times:
http://www.itcportal.com/newsroom/itc-eyes-growth-wills-lifestyle.html

Around The World:India . (n.d.). Retrieved September 26, 2009, from

http://www.udel.edu/fiber/issue4/world/khadi_exports.html

Bomin Men's Apparel Market in India. (n.d.). Retrieved September 26, 2009, from http://www.just-
style.com/store/product.aspx?id=60213

lifestyle retailing. (n.d.). Retrieved september 28, 2009, from itc limited:
http://www.itcportal.com/sets/lifestyle_frames.html

personal care. (n.d.). Retrieved september 28, 2009, from itc limited:
http://www.itcportal.com/sets/personalcare_frameset.htm

Wills Lifestyle. (n.d.). Retrieved September 26, 2009, from

http://www.superbrandsindia.com/images/superbrands_book_2007/Wills%20Lifestyle.pdf

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