MARKETING MIX - 4P

MODEL .
FASHION MERCHANDISING !

SUBMITTED BY :!
MALVIKA BAHUGUNA !
JATIN TIWARI
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Introduction!

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What Is Marketing ?!
Putting The Right Product In The Right Place, At The Right Price, At The
Right Time.!

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Tools Of Marketing Mix -!
The 4Ps Is One Way Of Defining The Marketing Mix, And Was First
Expressed In 1960 By E J Mccarthy.!

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Westside Is A Fashion And Retail Brand Which Is
Operated By Trent , Which Is The Retail Arm Of Tata Group . The Brand Was
Established In 1998.!

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The Company Has A Turnover Of Rs. 932.82 Crores (Fy 2012-2013) And
Currently Operates More Than 70 Stores In The Major Metros And Mini
Metros Of India By 201!
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!http://www.mywestside.com/downloads/Sixty_First_Annual_Report_2012-13.pdf
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4 Ps Of Marketing Mix!

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Product !
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Westside Has About 7-8 Product Categories Including A Major Hold Of
Product Ranges For Men , Women As Well As Childrens Wear .!
Its Product Categories Include :!
Mens Wear And Accessories !
Womens Wear And Accessories!
Kids Wear!
Crockery And Kitchen!
Daily Necessities!
Branded Jewellery!
Gift Items !
Furniture!
Footwear !
Interior Decoration !

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Product Positioning - Westsides Products Are Positioned As Value For
Money Products Which Includes Good Quality, Low Prices , Contemporary
And Exclusive Designs As Well As A Wide Variety . !
It Focuses On I Got A Quality Product At A Reasonable Price Feeling For
Customers. !

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Price !
Pricing Decisions Consistent With Firms Marketing Strategy And Target
Market .!
They Believe In Democratising Their Service And Charging Fair Price . !
Westside Offers Value For Money Proposition For Consumers, Especially By
Offering Their Own Brands Which In Turn Helps To Augment Their Sales
Margin.!
It Aims To Target All Customer Groups .!

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Types Of Pricing - !
Promotional Discounts!
Seasonal Pricing !
Image Pricing !
Product Form Pricing !
Psychological Pricing !
Product Bundling Pricing!
Value Pricing!

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STYLE

FOCUS

AFFORDABLE
PRICING
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Place !
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Westsides Chain Of Stores Mainly Function In Major Metro As Well As Minor
Metro Cities . The Stores Are Located In High Footfall Area In Malls Near Its
Competitor Stores . !
Westside Has Also Started Opening Exclusive Stores For Women Keeping In
Mind That Women Are The Biggest And Most Loyal Customer Base For
Them . !

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The Products Are Distributes From Mumbai Headquarter And Stock
Replenishment Is Done Mainly On Fridays , The Availability Of Products Also
Depends On The City Of Operation.!

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HIGH FOOTFALL

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Promotion !
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Westside Focuses On Promoting Its In House Brands With Some Space For
Some International Labels . They Spend About 8% Of Their Revenues On
Marketing And Promotion . !
They Have Got Tie Ups With Some Renowned Designers !
Yuvraj Singh From The Indian Cricket Team Was Appointed For Promotions
As Their Brand Ambassador.!
They Provide Customers With Loyalty Bonus Cards Called Club West
Cards To Retain And Keep Their Customers Consistent . !
They Focus Largely On Visual Merchandising Creating Theme Based Stores
In Some Of The Posh Localities . !

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Westside Does Not Focus Majorly On Print Or
Advertising Media Which Can Be A Reason
For Their Slow Brand Recognition As
Compared To Its Other Competitors And
Reduced Customer Base . !
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Types Of Promotion - !
End Of Season !
Festive Promotions!
Loyalty Card Programme !
Media Promotion !
Free Gifts/Exchange Offers !
Brand Ambassadors!

http://iimahd.ernet.in/publications/data/2007-11-02Vyas.pdf
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CASE STUDY ON WESTSIDE MODEL!

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Before Entering The Indian Retailing Segment, Westside
Conducted Market Research On Retailing Trends In The
Domestic And International Markets!
It was observed that in India, garment retailers generally
stocked both store-owned brands and other brands in the
ratio of 30:70, as it was easy to attract customers for the
established brands. However, many major international
retailers stocked only their own brands because of high
returns, increased store loyalty and less restriction in terms
of display, price and promotion. Stocking of only storeowned brands for Indian retailers posed certain problems,
however. Though they offered high margins, retailers
suffered on account of poor economies of scale (until they
established many outlets) and heavy investment in brand
building. While all major Indian retail chains stocked
established brands, Westside decided to push its own
brand.

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http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy1/
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PROMOTING WESTSIDE
Westside gave a high priority to marketing in order to
increase brand awareness among consumers. The
company focused on two parameters - style and
affordability - to communicate to potential customers.

The company realised that these were the two pillars based
on which it could make an impact on customers. The stores
were positioned on the 'fashion at affordable pricing'
platform. The store level promotions were integrated with
external communication through advertising. In-store
promotions were used to give the shopper a feeling of
getting greater value, to offer a good shopping experience.
Westside's total advertisement spending was 8 per cent of
its sales. Westside did its regular brand building through
advertisements in the media and also through its in-house
promotions, which peaked during summer, Diwali and
Christmas. During the Diwali season in 2000, Westside
launched a "Festival of Delights" program which gave each
shopper a scratch-and-win card
"The main job was to get people to visit organized stores
such as Westside instead of buying from unorganized
players." The general perception in India is that organized
retailers are more expensive than unorganized ones.
Westside responded to this by connecting price to quality.It
had to make customers realize that they were getting latest
style at very good prices, and in a comfortable environment.

http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy1/
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