RETAIL MARKETING

(PHASE 2)
Specialty store: Men’s accessories

Submitted by: Group 10

ASSORTMENT PLAN
Categories: We will have Labels: Some of the labels that Sample SKUs
below mentioned categories we will carry are mentioned
as part of our store below

Belts Sunglasses Adidas Diesel Guess

American Da Milano H&M

Wallets Smartwatch
Tourister
Allen Solly Esprit Louis Philippe
Perfumes Ties
Being Human Fastrack Lee Cooper
Cufflinks Travel Accessories
Baggit Fossil Lacoste

Shoes Watches Casio Flying Machine Leather

World
Bag packs Calvin Klein Fgear Puma

CAT FCUK Peter

England
 STORE SPECIFICATIONS
Store Design Store Layout: Free Flow Layout

External Store Interior Store

Store Frontage:
design: Design:

• Store frontage • Theme based • Floor, ceiling

• Brands will be
gate will be in decors can be placed on ‘pay per
middle. done in festive space scheme’
• It will have season • Use of white and
cream colour in the
broad • Outside the ceiling
walkaway and store, there will • Use of spot light and
doorways be hoardings of decorative lighting
• It will have its new collections • Feel good/ soothing
music will be played in
logo in the store which will have store
front backlit visuals • For the comfort of the
customers, sitting
arrangement has also
been provided
SITE SELECTION
◦ With focus on tier 1 cities, to carter to our target audience we will be starting the stores in Mumbai first.
◦ Selected Location: Andheri West - Lokhandwala
◦ Catchment area analysis
Population and the Customer
Lokhandwala, Andheri is the talent enclave of
Mumbai. There are production houses,
animation studios, entertainment industry and
a lot of corporates residing in the nearby
areas
The demographic here is younger.
There are people associated with showbiz
and glamour, and have more disposable
income.
Connectivity
Lokhandwala also had an improved
transport connectivity due to the
Jogeshwari-Vikroli Link road and the
Versova-Ghatkopar Metro.
Local Buses and Autorickshaws can
be used to reach Lokhandwala.
The upcoming metro will definitely
boost its connectivity

Competition analysis Availability Other Factors

Vollyla Fashion’s jewellery is the only premium
Speciality Men’s accessories store present in
Lokhandwala. Having only one other
speciality store for Men in the same category
can help in healthy competition and
There are many complimentary stores in and
around the lokhandwala market such as
Armario(Men’s wear), Leebas Men’s wear,
Labella.
In the City’s New development plan,
Andheri-west as a whole has the largest
number of layouts which includes large
plots and recreational grounds
Infinity Mall is 300m away from Lokhandwala
Market. Thus, this area makes it a hub for
shopping.
Blooming restaurants and cafes such as
Starbucks, McDonalds, Dominoes makes it a
wholesome experience for customers who
are out for shopping
INNOVATIONS IN THE STORE
Check- Out systems: Management of Long -Tail
Omni channel experience
Introduction of Mobile POS products

• Help in moving away • Buy online or can choose • Create a niche for long
for the fixed place tail products
and pay online
• Help to engage • Place it beside best
• If particular product is not
customers selling products
available customer can
• Choice of payments • Customer will notice
buy online and get introduced to
• Help in improving the
loyalty programs • Leverage social shopping something different
GO-TO-MARKET STRATEGY
Target Audience

• Age 18 to 45 Males

• Late teens, Working Professionals

• Tier 1 cities, Upper Middle class and above

• Regular buying and special occasions

• People who are Trendy, Conscious about their looks

• Ease of access, high quality, try to keep themselves updated and

time saving
GO-TO-MARKET STRATEGY
Marketing Plan

• Promote on digital assets: Create a website to showcase the

different offerings, provide coupons and offers and be a part of the
omnichannel experience

• Social Media Campaign: Campaigns on Facebook, Instagram and

Pinterest on the exclusive designs

• Attach influencer to brand: Introduce a special collaboration with

this personality and come up with Ranveer Singh’s picks this month(
As an example)

• Tie up with festivals: Set-up shops in Arts Festivals like Kala Ghoda and
the lil Flea to introduce the products to a new set of customers and
garner attention
GO-TO-MARKET STRATEGY
Sales Strategy

• Create a brochure for the store which will be changed every month
showcasing the range present in the store. This will be present at the
entrance where the customers can have a look.

• A voucher of a particular amount on the first purchase to ensure

repeat sales

• Keeping bundled products and pricing it together to increase ticket

size of the customer. This is practiced online extensively; it could work
well in offline stores as well. ( Only within a particular brand, no inter
brand bundling)
POSITIONING
“ A premium experience for the well-dressed gentleman ”

• Men will be placed as a specialty store which only sells men’s accessories

• Customers will be benefitted from experienced and knowledgeable sales

staff

• Our goal will be to implement a superior customer service system

• Beyond our friendly reception and an inviting atmosphere, the store will
also offer customers fashion information and advice

• Our trained personnel will provide counsel that men simply cannot find at
other stores
THANK YOU