912-Charu Gupta All Retail

PRIMUS RETAIL PVT. LTD.
OBSERVATIONS AND RECOMMENDATIONS OF MODEL

TOWN STORE
(MULTI BRANDED OUTLET HAVING ADIDAS, REEBOK, MTV AND NIKE)
BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 1

ABOUT THE STORE
Location
The store is located at F – 14/16 Model Town, Market II , Delhi. It has Mc D’s opposite to it. It is
located at the corner of the crossing in one of the posh areas of Delhi.
The store enjoys a good location at the corner of the street which is quite advantageous for the
store and the store should try to exploit this benefit to maximum.
Customer Profile
It has high profile and rather cognitive customers. Most of the customers who visit the store have
prior knowledge of the product and are very specific regarding their preference. They very well
know what to buy and what style they need. Most of the customers are loyal towards the store too.
Store Insight
The store has area of around 2300 sq fts. It has 2 floors (Ground and first ). The Ground floor is
exclusively for Adidas brand whereas the first floor has three brands namely Reebok, Nike and
MTV ( an inhouse brand of Primus company). There are some accessories of Levis available in the
store.
There is one store room and 2 trial rooms on the first floor whereas 1 trial room, washroom and 1
cash counter at ground floor. The strength of the staff is 5 sales man, 1 cashier and a store
manager.

OBSERVATIONS:
1. The moment you enter the store there is a pillar in between which is actually blocking the
view in the women section and that too the walls of the pillar are empty (in the sense)
nothing is there on walls.
2. In the shoes section we found that most of the shoes on display were untidy (a layer of
dust was there on it).
3. Trial Rooms are spacious.
4. There is a problem of under stocking in brands like Reebok and Adidas while there is a
problem of overstocking in MTv which do not sell as much.
5. The requirement of the products is not fulfilled at time as the lead time is too high. For eg.
there was a demand of bags at the time of school opening but the bags were received at the
April end when the schools were closing.
6. Absence of price tags in some merchandise and even discount tags were not there in a lot
of discounted merchandise.
7. There is a monthly shrinkage of 3-4 units.
8. There is a dull environment in the store.
9. There is no proper lighting in the shoe section at Reebok at the top floor and even MTv
section is a dull area.
10. The focal lights are not used for highlighting the merchandise of mannequin (in the wall
cabinet) when we go upstairs.
11. Problem of space in the store to stock goods.
12. Stacking is proper.
13. In MTV section the merchandise is not at approachable height. Should be shifted a little
lower.
14. Trial rooms can be used to display visuals and in house promotions.
15. In Levis section the merchandise was as old as Feb.05 manufactured which should be kept
on sale.

RECOMMENDATIONS:
The block which is shown in the picture below seems to obstruct the view of the customers at
the entrance. We suggest using this block as displaying some visuals of the brands of the store
or for displaying merchandise or mirrors can be placed over there.

The following picture shows the unused space when we go upstairs and can be used productively
for again displays.

In the picture below we can place signages regarding the brands kept at the first floor near the
staircase.

In the following picture we suggest to place a hanging visual in order to hide the stock kept behind
as shown in the next pic.

The visual should be like this:
Music should be there in the store in order to reduce the boredom.
There is no need of guard at that store.
Security tags can be placed on the items which are prone to stealing.
Rounder can be placed for the display of belts.

PROJECT REPORT ON LEVIS STORE,
GREATER KAILASH I
(TO ARRIVE AT AN OPTIMAL PRODUCT MIX FOR THE STORE)

MARKET ANALYSIS
At this step, I roamed around in the market and had a look on the brands available there. I
listed down the shops and did their bifurcation into different categories simultaneously.
The market is a combination of both organized and unorganized retail outlets.
The major branded outlets over there are:
Apparels and Footwear and Health and Food Joints Others

accessories Sportswear Beauty care
Espirit Woodland Fortis Mc Donalds Zeiss
Healthworld
Madame Bata Lotus Café Coffee Swaroski
Day
Uni Style Image Adidas The Body Shop Barista VIP
United Colors of Nike Costa Coffee Tanishq
Benetton
W Puma Yo China Ferns n Petals
Energie and Bengal Orra
Miss Sixty sweets
Numero Uno Pizza Hut
Levi’s
voi
Spykar Jeans
Canary Blue
Sisley
Wills Lifestyle
Giovani
Blackberry’s
Lakshita
Vibe
Raymond
Biba
Liliput
Meena Bazaar
Bizarre
Rockport

Thus, we can see the market has all the major brands one can think of and caters especially
to the high income group customers. Greater Kailash I is a posh area and due to schools
and colleges like L.S.R., Women Polytechnic, Blue Bells, Tagore Public School being
around, this market attracts a lot of young crowd too.
As observed and told by the retailers, this market is a women dominated market. As
observed at least 70%-75% of shoppers are women but mostly the conversion is high for
men.
There are around 224 shops in the market and 72 buildings which are categorized below:
Categories No. of shops

Jewelers and watches 39
Branded apparels 39
Branded footwear 3
Health and Beauty care 16
Exclusive sports wear 5
Food outlets and restaurants 16
Electronic goods and items 6
Opticians 7
Home furnishings and décor 3
Unbranded apparels 32
Unbranded footwear 13
Miscellaneous 5
Supermarkets 3

SHOP CATEGORIES
Jewelers and watches Branded apparels

Branded footwear Health and Beauty care
Exclusive sports wear Food outlets and restaurants
Electronic goods and items Opticians
Home furnishings and décor Unbranded apparels
Unbranded footwear Miscellaneous
Supermarkets
7% 3% 2% 20%
16%
2% 20%
4%
3%
9% 3% 9% 2%
There is also 1 Central bank, 1 dry cleaner and 24 other shops selling branded stuff and
there are around 45 hawkers sitting on the lanes selling accessories and food items.
TRAFFIC
The traffic in the market varies from the time the market starts opening till evening. I have
taken an average number of people per store and then multiplied it with total number of
stores i.e.
Traffic = Average no. of people at each store * Total stores
Thus, the traffic in the market can be categorized according to the time of the day:

TIME AVERAGE NO. OF TRAFFIC

SHOPPERS
11p.m.-12 noon 2 450
12 noon-1p.m 3.5 780
1p.m.-2p.m. 5 1100
2p.m.-3p.m. 6 1330
3p.m.-4p.m. 7 1560
4p.m.-5p.m. 7.5 1680
5p.m.-6p.m 8.5 2000
6p.m.-8p.m. 9 2500
In the weekends, the traffic almost increases to 3000 people in the evening time and rest of
the day is more or less the same.
Thus, the total traffic can be estimated around 9000 people on weekdays and approx 12000
people on weekends.
The catchment area of the store is:
• G.K.I
• Malviya nagar
• G.K.II

• Kailash Colony
• Alaknanda
• Lajpat Nagar.
• Defence Colony
COMPETITION ANALYSIS
I observed the top branded stores present in the market and collected data on the following
stores of which a comprehensive excel sheet is listed below.
Brand WALK I N S Conv. Sales (Daily) Monthly

Weekdays Weekends % Weekdays Weekends Sales
ESPIRIT 200+ 250+ 18 Rs.1,40,000 Rs.1,90,000 Rs.4450000
Numero Uno 100-150 200-250 25 Rs.30,000-40000 Rs.55000-65000 Rs.11,72,000
Giovani 100-120 150+ 50 Rs.100000+ Rs.150000-200000 Rs.32,00,000
Woodland 70-80 125-150 40 Rs.50000-60000 Rs.125000 Rs.19,90,000
ROCKPORT 50 70 20 Rs.40000 Rs.55000-65000 Rs.11,84,000
Rs.16,50,000
Bizarre 150 200 30 Rs.50000 Rs.100000-120000
USI 190 250-275 30 Rs.58,000 Rs.80000+ Rs.17,00,000
Spykar 100-120 150+ 20 Rs.55000+ Rs.70000-80000 Rs.15,50,000
MADAME 100+ 150-200 35 Rs.60000-70000 Rs.100000+ Rs.19,00,000
VIBE 100 150 25 Rs.40,000 Rs.60,000 Rs.14,50,000
Reebok 150 200 30 Rs.70,000 Rs.1,10.000 Rs.21,40,000
Adidas 165+ 250+ 28 Rs.65,000 Rs1,00,000 Rs.19,70,000
UCB 300 450 21 Rs.1,00,000 Rs.1,75,000 Rs.32,00,000

Almost each and every store has a footfall between 100 and 150 on weekdays and it goes
above 200 on weekends. The conversion rate too lies between 20%-30% for most of the
stores. The sales on weekdays vary from Rs.65, 000 to Rs.80, 000 for most of the stores
while on weekends it exceeds Rs.1, 30,000.
Following table shows the absolute bill size and total selling area of the stores mentioned
above and the price ranges of the merchandise they keep.
Brand ABS Area Tees Jeans Cargos

Selling From Upto From Upto From Upto
sqft
Rs.3
ESPIRIT 000 3500 799 2500 2800 4500
Numero Uno Rs.1500 410 350 750 1000 2500 1100 1700
Giovani Rs.3000 590 2500 1500 2500
Woodland Rs.1041 450 595 1200 2000 4000
ROCKPORT Rs.5000 700 700 1500
Bizarre Rs.1500 800 1499 1849
USI Rs.850 500 345 945 1195 1495
Spykar Rs.2400 500 445 849 1400 2500 1700 2299
MADAME Rs.2000 650
VIBE Rs.1500 700 500 900 1099 1499
Reebok Rs.2000 1000
Adidas Rs.1500 800
UCB Rs.2100 3200
The average bill size of most of the stores is approximately Rs.2000 while store area lies
between 750sq.ft.-900sq.ft.

I identified 6 outlets from which Levi’s store has direct competition in the market which
are listed below.
• ESPRIT
• NUMERO UNO
• BIZARRE
• USI
• SPYKAR
• MADAME
I observed these stores and also had a talk with the respective store managers and hence
collected data on these stores.
ESPRIT
Esprit is a high end store for both men’s and women’s apparels and accessories. It has
average walk-ins of 220 daily and does a sale of around Rs.45, 00,000 monthly. Its average
bill size is Rs.3000. It is one of the top running stores in G.K. market. The category in
which Levis faces competition from this store is Jeans and Tees.
NUMERO UNO
Numero Uno is a small store as compared to Levis but is a branded Jeans wear store. It
keeps jeans at reasonable prices and has good walk-ins of around 175 persons on an
average. It does sale of around Rs.12,00,000 monthly and its average bill size is Rs.1500.

BIZARRE
Bizarre is a store selling women’s apparel and accessories. The category in which Levis
has competition from this store is again Ladies Jeans and Tees. It has an average sale of
Rs.16,50,000 monthly with an average bill size of Rs.1500.
USI
Uni Style Image is a small store again but attracts a good number of footfalls of around 220
persons per day. The average monthly sales is Rs.17,00,000 with an average bill size of
Rs.850.
SPYKAR
Spykar store is adjacent to USI and it does well too in terms of walk-ins. Those who do not
find their stuff at USI go to Spykar and vice-versa. It does an average monthly sale of
Rs.16,00,000 monthly and has an average bill size of Rs.2400.
MADAME
Madame is again a store which deals in ladies apparels and accessories and gives
competition to Levis in the same section. Its average monthly sales are Rs.19,00,000 and
has an average bill size of Rs.2000.

For getting a clear insight of the consumer mind that whether these brands pose a stiff
competition to Levi’s, we need to do customer profiling to judge whether the shoppers at
Levi’s are more of loyal nature or they make a move to competitor’s brands if they do not
get what they want.
STORE ANALYSIS
LOCATION
The store has an excellent location in the market. As one enters in the market, he/she by
default moves to the lane in which this store is and the store cannot get unnoticed by
anyone. Even if one is moving in the opposite lane, Levis store is visible from there.
And as such Levis has a distinct customer profile, those who wear Levis will go Levis store
wherever it be.
STORE PROFILE
The store has an area of 3100 sq.ft. and has three floors. The basement and the ground floor
is women section while the first floor is exclusively for men.
The store remains closed on Tuesdays as the whole market is closed on that day.
The store has touch of red color everywhere. The shirt of CCAs, the walls and the flooring
too is red in color.
The sales staff of the store is quite active and energetic having some really good
salespersons at work.

The average bill size of the store is around Rs.2100 and the walk-ins of the store is around
175 on weekdays while 210 on weekends.
Levi’s basically has 5 collections:
Levis Vintage Collection (LVC) which is its most premium collection. It’s a classic
collection from Levis at premium prices and has limited pieces. It has Tees, Jeans and
Skirts.
Levis Sykes which has T-Shirts, Cargos, Capris and Track Pants.
Levis Workers which deals in Trousers, T-Shirts and Shirts.
Red Tab collection comprises of Jeans, T-Shirts, Shorts and Shirts.
Red Loop has Jeans, T-Shirts, Shirts and Denim Jackets.
501 collection has Jeans and is for men’s only.
Levis Black collection has Jeans, Trousers, Shirts and Jackets.
Levis Lady Style is a women collection having Shorts, Capris, Denims, Balloon tops,
Tunic tops, Jackets etc.

LAYOUT
OF THE
STORE:
The
basement of
the store:
The layout
of the
ground floor
looks like
this:
Window display
Entry

Gap
Levis Lady Style
Diva
Red Loop
Collection
Levis Black
Accessories
Stairs
Cash Counter
Shelves D-Bracket Plug wall display
Frontal arm Mannequins

The layout of the first floor is as follows:

Pants
LVC
Tees
LVC Jeans
Shirts
Workers
jeans
T-Shirts
Tees
Denim cotton cargos
Cargos
Sykes
Jeans
Red wire
530
Tees
530
517
SSlouch
Red tab
Jackets shirts
518
511
Flat
knits &
T-Shirt
511
Red Loop
Shirts Tops Slouch
Stairs Entry Stock Trial Trial Trial

Washroom
Room Room Room Room

CUSTOMER PROFILING
A questionnaire was made which was filled by the customers visiting Levis store. The
questionnaire is attached at the end of the document and the results are as follows:
The gender bifurcation:
40%
Male
Fem ale
60%
Profession:
12%
28% Business
16%
Service
Student
Others
44%

Most of the people who visited the store belonged to service class, next have some business
while others were students or belonged to some other category such as housewife.
Age distribution:
8%
15-25
24%
26-35
52% 36-45
46 and above
16%
Most of the shoppers fall into the age bracket of 15-25 which means most of the customers
visiting the store are students or young professionals.
Income Distribution per annum:
6%
28% upto 4 lakh
4-8 lakh
38% 8-12 lakh
12 and above
28%

Most of the shoppers fall in the income bracket of 8, 00,000-12, 00,000. The students and
the housewives are not been included while analyzing this data as they were dependent
individuals and have no income.
How often do you shop for apparels:
16% 20%
Wee kly
Fortnightly
Monthly
16%
Half-Yearly
48%
Almost 48% of the customers of Levis shop for the apparels on a monthly basis while rest
are equally divided among weekly, fortnightly and half-yearly.

Amount spent on lifestyle shopping per month:
16% 0%4% 24% upto 3,000

3000-6000
6000-9000
9000-12000
56% 12000-above
Almost 60% of the shoppers who visited Adidas spent around Rs.3000-Rs.6000 on
lifestyle shopping on an average in a month.
Are you visiting the store for the first time:
24%
Yes
NO
76%
Almost 75% of the customers were visiting the store regularly. This means the store has a
loyal following of customers.

Frequency of visiting the store:
10% 0% 15%
Weekly
Fortnightly
Monthly
30%
Half-yearly
45% Yearly
Almost 45% of the customers visit the store monthly and 30% half yearly and others are
divided among fortnightly and yearly.
Are u aware of sub-brands of Levis:
36%
yes
no
64%
65% of the customers surveyed do know about the sub-brands at Levis and were well
aware while rest of 35% just came for a particular fit.

If yes, which sub-brands do they buy most:
Red tab
10%
23% Red loop
10%
Sykes
Workers
14% 501
0% 24% Levis Black
19%
Diva
Red Tab and Red Loop are the most popular brands among the Levis customers, next
comes Sykes followed by Levis Black and Diva while Workers was not at all known.
If not Levis, then:
0% UCB
25%
39% Spykar
Bizzarre
USI
7%
4% Espirit
25% Any other
Most of the customers of Levis head to Espirit in case they do not find their stuff at Levis;
next preferred destination is UCB and USI.

1) Breaking overall sales potential.
In this step, I interacted with the sales staff and found out the demand of various
merchandise available at the store and what the individual contribution of apparels and
accessories in sales is and further observed the contribution of men’s and women’s apparel
in apparel section and similarly the contribution of different sub-brands of Levis in the
sales of store.
2) Estimate the store carrying capacity.
The store has racks, display tables and D-brackets to display the apparels and plug walls to
display the accessories.
There are two stock rooms, one at the basement where women’s wear has been stocked
while one at first floor where stock of men’s apparels has been stocked.
The total display capacity for apparels and accessories comes out to be 2505 and 85 pieces
respectively while stock room capacity for apparels and accessories is 5304 and 600 pieces
respectively.

Calculation of Display capacity at Levis Store
Basement
WOMEN
PITS
Pits Shelves Stacks Pieces Total
Lowers 6 6 2 6 432
frontal arm in Pits 24
Upper 24
Display Table Rod Shelves

Upper 16 32 48
RACKS
Shoulder
Shelves Stacks Pieces Frontal arm Display Total
Upper 18 2 6 30 10 256
Lowers 14 2 4 8 120
Display Table Shelves

32 32
Plug wall
Accessories 15
Total capacity 951

GROUND FLOOR
Shelves Stacks Pieces Frontal arm D-bracket

Lowers 25 2 6 18 318
Upper 8 2 4 55 119
Display Table Rod Shelves

8 32 40
Plug wall
Accessories 70
Total capacity 547
FIRST FLOOR
PITS
Pits Shelves Stacks Pieces Total
Lowers 7 6 2 6 504
Frontal arm in Pits 28
Upper 28
Racks
Shelves Stacks Pieces Frontal arm D-bracket
Lowers 29 2 5 24 314
Upper 3 2 6 48 30 114
6
Display Table 4 Rods Shelves
Upper 40 36 76
Lowers 36 36
Display table for cargos 50
Miscellaneous
Lowers 10
Upper 10
Total capacity 1170

Total display capacity of LEVIS store
Upper 747
Lower 1758
Accessories 85
Total 2590
Stock Room Capacity
Basement
Rack Shelves Stacks Pieces Total
Lowers 3 7 4 12 1008
Upper 1 7 4 12 336
First Floor
Racks Shelves Stacks Pieces
Lowers 8 6 5 12 2880
Uppers 3 6 5 12 1080
Accessories 600
Total 5904
Carrying capacity at Levis store 8494
4) Arrive at the optimal product mix.
In this step, I estimated an ideal walk-ins and the conversion rate which there should be for Levis
store in G.K.I and multiplied it with Average bill value to arrive at sales figure for weekdays and
weekends.
After that I arrived at a sales figure for whole month and segregated it in apparels: accessories as
88:12 and then multiplied it with Months On Hand taking 2.5 for apparels and 2 for accessories
which makes the value of stock to be kept around Rs.70, 13,536.
After that I divided the stock value of each category by average price point of the respective
category to arrive at the number of pieces which should be kept in the store according to sales.
But this whole procedure was according to sales. The suggested plan should take into
consideration both the capacity of the store and the sales. And hence, I arrived at suggested figure

of 6100 pieces for apparels and 600 pieces for accessories making the value of stock to be kept
around Rs.1,26, 03,900.
Value of Stock to be kept as per sales
Estimated
Weekdays Weekends
Walkins 200 280

Conversion 18% 20%
Average Bill Size 2500 2800
Sales 90000 156800
Total Sales for one month considering 8 weekends and 18 weekdays (TUESDAY OFF)
Weekdays 1620000
Weekends 1254400
Total sales 2874400
Bifurcation of Sales into different categories
Apparels Accessories
Contribution 88% 12%

2529472 344928
MOH 2.5 2
Value of stock to be kept 6323680 689856

Total value of stock 7013536
APPARELS Men Women
Percentage 55% 45%

Value 3857445 3156091
upperwear 35% 35%
Average price point 1320 1350
No. of pieces 1023 818
bottomwear 65% 65%
Avg. price point 2300 2300
total No. of pieces 2113 1710
ACCESSORIES
Avg. Price Point 679

No. of Pieces 1016
The table above shows the suggested stock to be kept and the value of stock to be ordered
for 2 months at the store.
Avg. Price
OTB Capacity Suggested Point Value
APPARELS 3823 7809 6100
Upper wear 1841 2163 1900 1335 2536500
Bottom wear 1982 5646 4200 2300 9660000
ACCESSORIES 1016 690 600 679 407400
Total Stock to be kept 12603900

The table below shows the stock plan for women apparels to be kept at the store for 2
months:
APPARELS
WOMEN
BOTTOMWEAR
1 2 2 2 1
Red Loop 25 26 28 30 32 Size Run Options
RL 567 48 6 12 12 12 6 8 6
RL 578 71 9 18 18 18 9 8 9
RL 592 22 3 6 6 6 3 8 3
RL 594 109 14 27 27 27 14 8 14
RL 595 22 3 6 6 6 3 8 3
RL 598 39 5 10 10 10 5 8 5
Skirts 10 1 3 3 3 1 8 1
1 1 2 1 2 2 2 1
Red Tab 24 25 26 27 28 30 32 34 Size Run Options
L 567 152 13 13 25 13 25 25 25 13 12 13
L 592 98 8 8 16 8 16 16 16 8 12 8
L 544 59 5 5 10 5 10 10 10 5 12 5
567 49 4 4 8 4 8 8 8 4 12 4
559 74 6 6 12 6 12 12 12 6 12 6
Capris 59 5 5 10 5 10 10 10 5 12 5
1 2 2 1
Sykes 26 28 30 32 Size Run Options
Cargos 66 11 22 22 11 6 11
Capris 76 13 25 25 13 6 13
Track Pants 47 8 16 16 8 6 8

1 1 2 2 1
Workers 26 27 28 30 32 Size Run Options
Coudroi Pants 19 3 3 5 5 3 7 3
2 2
Size
Levis Lady Style 28 29 Run Options
Shorts 28 14 14 4 7
Capris 33 17 17 4 8
Denims 33 17 17 4 8
1 2 2
Size
Levis Black 31 32 33 Run Options
Jeans 38 8 15 15 5 8
Trousers 57 11 23 23 5 11
1 1 2 1 2 2 1 1 1
Size
Diva Jeans 24 25 26 27 28 30 32 34 36 Run Options
Low Rise
Skin Fit 79 7 7 13 7 13 13 7 7 7 12 7
Low Rise
Straight 232 19 19 39 19 39 39 19 19 19 12 19
High Rise
Skin Fit 66 6 6 11 6 11 11 6 6 6 12 6
Mid Rise
Skin Fit 79 7 7 13 7 13 13 7 7 7 12 7
Mid Rise
Boot Cut 86 7 7 14 7 14 14 7 7 7 12 7
High Rise
Straight 53 4 4 9 4 9 9 4 4 4 12 4
Mid Rise
Straight 66 6 6 11 6 11 11 6 6 6 12 6
1 1 1
Levis Vintage 28 30 32 Size Options

Clothing Run
Denims 11 4 4 4 3 4
Skirts 8 3 3 3 3 3
UPPERWEAR
2 3 3 2
Size
Red Loop S M L XL Run Options
Tops 171 34 51 51 34 10 17
2 2 2
Size
Levis Lady Style S M L Run Options
Tops 87 29 29 29 6 15
Jackets 15 5 5 5 6 3
1 2 2
Size
Levis Black S M L Run Options
Tees 68 14 27 27 5 14
Jackets 17 3 7 7 5 3
1 2 2 1
Size
Diva Jeans S M L XL Run Options
Tops 83 14 28 28 14 6 14
Shirts 45 8 15 15 8 6 8
2 3 3 2
Size
Red Tab S M L XL Run Options
Tops 196 39 59 59 39 10 20
1 2 3 3 1
Size
Sykes XS S M L XL Run Options
Tops 171 17 34 51 51 17 10 17
The stock plan for men’s apparels is:

MEN
BOTTOMWEAR
1 2 2 2 2 1
Size
Red Loop 30 32 34 36 38 40 Run Options
RL 511 125 13 25 25 25 25 13 10 13
RL 517 125 13 25 25 25 25 13 10 13
RL 518 83 8 17 17 17 17 8 10 8
RL 530 83 8 17 17 17 17 8 10 8
RL 532 69 7 14 14 14 14 7 10 7
RL 535 104 10 21 21 21 21 10 10 10
RL 536 104 10 21 21 21 21 10 10 10
1 2 2 2 2 2 1 1
Red Tab 28 30 32 34 36 38 40 42 Size Run Options
511 158 12 24 24 24 24 24 12 12 13 12
517 158 12 24 24 24 24 24 12 12 13 12
518 88 7 14 14 14 14 14 7 7 13 7
530 88 7 14 14 14 14 14 7 7 13 7
506 97 7 15 15 15 15 15 7 7 13 7
532 70 5 11 11 11 11 11 5 5 13 5
535 70 5 11 11 11 11 11 5 5 13 5
536 105 8 16 16 16 16 16 8 8 13 8
Shorts 44 3 7 7 7 7 7 3 3 13 3
2 2 2 2 1 1 1
Sykes 30 32 34 36 38 40 42 Size Run Options
Cargos 347 63 63 63 63 32 32 32 11 32
2 2 2 2 1 1 1
Workers 30 32 34 36 38 40 42 Size Run Options
Trousers 116 21 21 21 21 11 11 11 11 11
2 2 2 2 2
Levis 501 30 32 34 36 38 Size Run Options
Jeans 89 18 18 18 18 18 10 9
28 30 32 34 36
Engineered Jeans 73 15 15 15 15 15 10 7

2 2 2 2
Levis Black 30 31 32 33 Size Run Options
Jeans 69 17 17 17 17 8 9
2 2 2 2
Red Wire 30 32 34 36
Jeans 23 6 6 6 6
2 2 2 2
Levis Vintage Clothing 30 32 34 36 Size Run Options
Jeans 23 6 6 6 6 8 3
UPPERWEAR
2 3 3 2
Red Loop S M L XL Size Run Options
Tees 146 29 44 44 29 10 15
Shirts 108 22 32 32 22 10 11
1 2 2 1
Denim Jackets 23 4 8 8 4 6 4
Denim Coats 15 3 5 5 3 6 3
4 4
Levis Black M L Size Run Options
Shirts 117 59 59 8 15
Coats 29 15 15 8 4
2 3 3 2
Sykes S M L XL Size Run Options
T-Shirts 209 42 63 63 42 10 21

2 3 3 2 1
Levis Workers S M L XL XXL Size Run Options
T-Shirts 94 17 26 26 17 9 11 9
Shirts 63 11 17 17 11 6 11 6
2 3 3 2
Red Tab S M L XL Size Run Options

T-Shirts 172 34 52 52 34 10 17
Shirts 57 11 17 17 11 10 6
1 1 1
Levis Vintage Clothing S M L Size Run Options
Tees 10 3 3 3 3 3
ACCESSORIES
Total Quantity 600 Qty.
Caps 40% 240
Bags 20% 120
Belts 40% 240
RECOMMENDATIONS:

• There is a severe shortage of Basic shades in Jeans especially in men’s section. Most of the
customers go empty handed just because of the unavailability of basic shades in their fit.
• The 511 and 517 fit in men’s section are the hottest selling items so these fits should be
available every time a customer needs them.
• The trial rooms at the ground floor are quite hot as the yellow lights used there are too
bright and make the rooms too hot for the customers to stay there for long and try the stuff.

PROJECT REPORT ON ADIDAS, KAROL BAGH
(TO ARRIVE AT AN OPTIMAL PRODUCT MIX FOR THE STORE)

KAROLBAGH
(ADIDAS STORE)
MARKET ANALYSIS:
Karol Bagh is one of the favourite destinations for national and international tourists. It caters to
all categories of customers and provides all commodities ranging from household goods to
jewellery. Bank Street is well known for jewellery shops. In addition to this, the market is known
for readymade garments, cosmetics, saree and showrooms of other branded items and other sundry
items. It is one of the favourite destinations for the people of Rohini, Pitampura, Shalimar Bagh
and adjoining area as products here are economical and affordable.
Karol Bagh is situated in West-Central Delhi and people from all strata come to this market for
their purchasing.
One can find most of the top brands over here as well as it is a market for the low income group
people as well. Lakhs of people visit this market everyday of which around 65% crowd belongs to
lower middle class and middle class families. Karol Bagh has some fine showrooms and is one of
the best places to shop for jewellery and wedding cloths.
This market has it all:- EBOs, MBOs, Department stores, Supermarkets, Discount stores,
Restaurants and hotels, small kirana shops selling miscellaneous items, hawkers, etc. Thus, this
market is a mix of both organized and unorganized retail shops.
Some of the Exclusive branded outlets here are Levis, Woodland, Spykar Jeans, Numero Uno,
VIP, Samsonite, Adidas, Nike, Metro, Reebok, Liliput, UCB, Raymond, Bata, etc.

Discount stores include Gokul Mart, Vishal Mega mart, Pocket Friendly, Salasar, Shoppers Mart,
etc. Restaurants include Raffles, Punjab Sweet corner, Mc.Donalds, Pizza Hut and many other
small dhabas.
But a good chunk of market is captured by small shop owners and hawkers selling bags and
accessories, apparels, footwear, food items, etc. where bargaining is very common. One can see a
lot of money changers here as many foreign tourists frequent this market.
COMPETITIVE ANALYSIS:
As a branded and being an exclusive store, Adidas doesn’t face much competition in that market.
The following table shows a comprehensive detail of the competitors of Adidas in the Karol Bagh
market:
Brand WALK I N S Conv. Sales (Daily) Monthly sales ABS Area

Weekdays Weekends % Weekdays Weekends
Reebok 75+ 100+ 15 Rs.30000 Rs.40000 Rs.860000 2300 900
Woodland 100 165 20 Rs.60000 Rs.75000 Rs1680000 2500 3000
Nike 25 45 10 Rs.6000 Rs.10000 Rs.188000 2000 450
Levis 65+ 100+ 40 Rs.35000 Rs.75000 Rs1230000 1800 800
UCB 140+ 225+ 30 Rs.65000 Rs.95000 Rs1930000 1500 4000
• REEBOK which enjoys a good location as the store is on the main street. It keeps shoes
ranging from Rs.2290 till Rs.7490. Lowers range from Rs.1000-Rs.1700 while upper wear
starts from Rs.449 till Rs.1000.
The accessories include caps ranging Rs.449-Rs.500 while socks ranging from
Rs.100-Rs.399.

• WOODLAND which has two stores in that market also enjoys a great location being at the
main street. Woodland act as a competitor in Adventure shoes, floaters, caps and bags for
Adidas store. Though it deals in apparels too but they are basically formal and casual and
not sporty as Adidas keeps.
Their main contribution of sales comes from footwear i.e. around 70% while rest 30%
comes from apparels.
• NIKE is a very small store in Karol Bagh and that too 6 th shop in a by-lane, quite an
isolated store. It hardly gives any competition to Adidas as it has very less merchandise and
has hardly any footfalls. There is a small Reebok store like Nike adjacent to it owned by
the same person who owns Nike which is also in the same condition. Another Adidas store
which was also in the same street was shut down.
Thus, as such there is not much competition for Adidas in Karol Bagh. It suffers only due to its
location and improper marketing and visibility.
LOCATION:
The Adidas store in Karol Bagh market is located at 13/8, Ground floor, West Extension Area,
Padam Singh Road and opposite Mc. Donalds. This store is the second shop from the street corner.
Preferably, the store must have a premier location in the market i.e. a corner location or the store
should be opened on the main street so that customers could easily come to know about it as the
case is with other competitive stores.
Already the store entrance is quite laid back and shop board also not visible from distance; there is
a big board of Archies Gallery just above the store which has no relevance.

Though Mc.D is just opposite, it proves has no advantage as the customers of Mc.D are not
essentially the Adidas customers and they hardly take a look at Adidas store which is just in front.
CUSTOMER PROFILE:
Mostly the shoppers who come here are not customers. They just browse through the merchandise
and leave. There are very few serious customers who visit the store and do buy from here.
Walk-ins in the store are very less as compared to its competitors and that’s basically due to its
laid back location and improper marketing.
Almost 70% of the customers of the store are male while rest 30% is female and 35% - 40% are
foreigners while rest is Indian customers who walk in the store.
The results of the detailed customer profiling which was done through questionnaire are shown
below:
The gender bifurcation:
13%
Male
Fem ale
87%
Out of 30 people interviewed 87% were male while 13% females.
Profession:

Profession
0% 23%
33% Business
Service
Student
Others
44%
Most of the people who visited the store belonged to service class, next have some business while
others were students.
Age distribution:
17% 0%
33% 15-25
26-35
36-45
46-above
50%
Most of the shoppers fall into the age bracket of 26-35 which means most of the customers visiting
the store are middle aged.
Income Distribution:

Income per annum
5% 20% 2,50,000-4,00,000
15%
4,00,000-6,00,000
6,00,000-8,00,000
60% 8,00,000-above
Most of the shoppers fall in the income bracket of 4, 00,000-8, 00,000 per annum. The students
and the housewives are not been included while analyzing this data as they were dependent
individuals and have no income.
Frequency of going for Lifestyle Shopping:
20% 0% 17%
Weekly
Fortnightly
Monthly
Half Yearly
63%
63% of the shoppers go monthly for lifestyle shopping which are our target customers.
Amount spent on lifestyle shopping:

0% 10%
33% Upto 3000
3000-6000
6000-9000
Above 9000
57%
Almost 60% of the shoppers who visited Adidas spent around Rs.3000-Rs.6000 on lifestyle
shopping on an average in a month.
Frequency of visit to Karol Bagh Market:
10% 17%
Once in a w eek
Once in 15 days
33% Once in a m onth

Any other
40%
Most of the shoppers visit this market fortnightly as this market is quite big and one can find
almost all the things of one’s utilities.

Where the customers like to shop:
Exclusive brand
outlet
17%
Departm ent Store
7%
53% Any specific m arket

23%
Multiple brand
outlet
The Adidas customers usually like to go exclusive branded outlets for their shopping and after that
department store is preferred.
Factors considered while selecting a store:
Brand name Merchandise availability

Price Location
Amenities Customer services
25 23
21
19 18
20
RESPONSES
14
15 12
11
10 76
6 5 6 6
4 5
5
12 2 3 2 21 2 1
00 00 00 0 0 00 10
0
1 2 3 4 5 6
RANKINGS
Brand name was given first preference while selecting a store by Adidas customers followed by
merchandise availability, location, customer services, price and amenities.

Merchandise looked for and being purchased in Adidas:
Lifestyle Sports wear Basic
30
24
RESPONSES 25
20 17
15 13 13
11
10
6
4
5 2
0
0
1 2 3
RANKINGS
The people visit the Adidas store for its sportswear basically followed by its lifestyle and Basic
(essentials) merchandise.
Effect of advertisement on shopping decision:
10%
27% Often
Rarely
Never
63%
Almost 60% of the customers at Adidas are affected by the advertisements and promotions while
taking their shopping decision.

Brand Recall:
10%
13%
Adidas
Nike
Reebok
77%
The first name which comes to the minds of the people when we talk about the sports brand is
Adidas. Almost 75% of the shoppers said Adidas followed by Nike and then Reebok when I
judged their top of the mind brand recall regarding brand dealing in sports wear.
Rating of store:
Ambience Product Display Availability of Product

Service of sales staff Range of Prices
20 19
15
15 13 13
12
11
10 10 10
10 9
8
7
6
5
5
2
0 0 0 0 0 0 0 0 0 0
0
1 2 3 4 5

The store was rated excellent in its ambience, service of sales staff was rated as very good by most
of the customers, availability of products was rated as average, and product display was good
while range of prices was again rated as very good.
Thus, the overall rating of the store was quite good. If we could improve the merchandise
availability, the store would do better.
If not Adidas, then:
7%
33%
Reebok
Nike
Woodland
60%
If not Adidas then customer’s second preference is Nike followed by Reebok and others.
STORE INSIGHT:
The total area of the store is 2700 sq.ft while the carpet area is 2000 sq.ft. The store has 1 store
manager, 1 assistant store manager, 1 store keeper and 3 salespersons. The store has two floors:
Ground floor which basically keeps essentials; and First floor which keeps footwear and both men
and women apparels according to themes like Football, Basketball, Training, Boston Collection,
Training, Three stripes, Lifestyle, etc.

The whole store has concept “BLACK” as the walls, the flooring, mannequins and even the ACs
and the wirings are painted black. The 3 stripes on the roof of the first floor guide you towards the
shoe wall.
The shoe wall is also divided into various categories like training, adventure, swim, basketball,
tennis, football, etc. The apparels have also been categorized as per various themes as football,
training, basketball, Boston collection, etc.
Various fixtures like rail walls, T-stands, Display table and shoe wall are used to display the
merchandise.

LAYOUT OF THE STORE:
Layout of Ground Floor (Karol Bagh Store)
Entrance
table
Display table
Rail walls
Display
Mirror
Cash Desk
Stairs
T-Stand
Store room
Stock room
- mannequin

Layout of First Floor (Karol Bagh Store)
Stock Room
Women section
Men’s apparels

Boston collection
Miscellaneous
Training
Basketball
Rail wall with visual with accessories displayed
Football
STORE ANALYSIS:
The store has very less walk-ins as compared to its competitors i.e. 30 on weekdays and 45-50 on
weekends on an average. To add on to it, many of the times the stock is not available due to which
the store loses its customers. Most of the walk-ins are experienced in the evening time i.e. after
5.30 p.m. as the days are quite hot in summers and the market too remains quite dull.
The conversion rate is around 60% which is quite good and better than the competitors. The only
thing lacking is footfalls which are needed to be increased.

The average bill value of the store is around Rs.2100 as there are very less customers for high
range and specific (football, basketball, tennis) shoes.
The staff is quite energetic and always tries to give their best shot but sometimes lose interest due
to very less walk-ins and stock unavailability at times.
MERCHANDISE ASSORTMENT:
The store keeps following merchandise:
Men’s Apparels: Polos, Tanks, Tees, Shorts, Track Pant, 3/4th Pant and Clima Lite Shirts
Women’s Apparels: Polos, Tees, Tanks, Basic Bra, Basic Yoga and Jazz Pants, 7/8th Pant
Footwear: Lifestyle, Running, Basketball, Football, Outdoor, Tennis, Swim, Training
Accessories: Socks, Bags, Wrist Bands, Head Bands, Caps, Football, Sippers, Fitness
Equipments
The store sells men’s apparels more than women’s apparels. The ratio is said to be 75:25. Apparels
contribute around 46% of the sales while footwear and accessories contribute around 42% and
12% of sales to store respectively.
Talking about quantity, the ratio of footwear: apparels: accessory is 17:55:28.
The hot selling items in the store are men’s and women’s lowers i.e. capris and shorts. Next come
Tees and Polos.
In accessories, almost everything sells. Most saleable are socks, and then comes caps, head bands,
wrist bands and bags.

In footwear, the most demanded are running shoes. The people basically ask for shoes in price
range of Rs.2700 till Rs.3500. The most selling shoe is Armer with price tag of Rs.2699 and
Theodore of Rs.1799.
The slow moving items at the store are Boston Collection, NYC, Fitness equipments, Women
Apparels except lowers and high range shoes in football, tennis and basketball.
The themes talked about are displayed below:
BASKETBALL THEME

FOOTBALL THEME

METHODOLOGY:
1) Estimating overall realistic sales target.
a) The first step to determine the overall sales potential was market analysis.
Lakhs of customers visit this market daily and on an average around 800 cars and 1000
cars are parked here on weekdays and weekends respectively.
There is a famous Gaffar Market in Karol Bagh, the grey market for all the electronic
items. One can purchase the latest mobile handsets, laptops, etc. at cheap prices from here.
Here, I observed the traffic of major stores at different hours and their conversion
rate.
12.00-12.30 3.00-3.30 5.30-6.00 7.15-7.35

UCB 18 11 25 20
Levis 8 10 18 15
Reebok 4 13 14 23
Woodland 7 18 16 20
Nike 0 2 6 4
McDonalds 45 57 54 42
b) The next step was to analyze the competition of Adidas in the Karol Bagh market. I
identified some stores which pose direct competition to Adidas like Reebok and Woodland.
Though there is a Nike store too in the market but it doesn’t prove to be a good competitor
to Adidas because of its location, area of store and poor merchandise assortment.
I observed these stores and also interacted with their store managers to collect the required
information and processed it according to my requirement.

Though there are various footwear shops like Bata, Metro, etc. but they are not our direct
competitors as Adidas deals in sports shoes basically and brands like Reebok, Nike, Puma,
Planet Sports are its major competitors.
The same could be said about the apparels that as it deals in mostly sports and work-out
apparels, it hardly has any competition with Wills Lifestyle, Spykar, USI, Numero Uno,
UCB, etc. The only category in which these stores can pose competition for Adidas is
Lifestyle where it keeps Tees and Polos for both men and women but the extent of
competition too is quite minimal as the people who wear brand Adidas will go for it
without a doubt.
In apparel section too, it faces competition mainly from Reebok and Nike.
c) After competitive analysis, I did customer profiling in which I prepared a questionnaire

which is attached as annexure and asked the customers to fill it. My sample size was 30.
Various parameters like their shopping frequency, their shopping preferences and brand
recall and store analysis was judged through it.
d) After that comes Store analysis which was being done simultaneously throughout my stay
at the store. Here, I observed and noted down each and every detail of the store right from
the merchandise kept to VM of the store, the staff behavior, the display and stock room
capacity, the layout of the store, the footfalls and the conversions, the average bill size, the
store keeping, etc.
2) Breaking overall sales potential.
In this step, I interacted with the sales staff and found out the demand of various
merchandise available at the store and what the individual contribution of apparels,
accessories and footwear in sales is and further observed the contribution of men’s and
women’s apparel in apparel section and similarly the contribution of different categories in
the sales of footwear (running, basketball, football, outdoor, swim, tennis, etc.)

I also tried to find out the fast moving items and the slow moving items in the store and
accordingly planned the OTB.
3) Estimate the store carrying capacity.
The store has rail walls, display tables and T-stands to display the apparels and accessories
and a shoe wall having a display capacity of 180 to display the footwear.
There are two stock rooms, one at the ground floor where the apparels are being kept and
the other one at first floor where stock of footwear is kept.
The total display capacity for apparels, accessories and footwear comes out to be 487, 419
and 191 pieces respectively while stock room capacity for apparels and footwear is 5400
and 1000 pieces respectively.
The display table at ground floor can be used to display as a standard:-
Apparels 35
Accessories 6
The rail walls at ground floor can be used to display as a standard:-
Apparels 38
Accessories 14
The display capacity at ground floor:

Display Table Rail walls T-Stand
2 3 1
Stock Capacity
Apparels 70 184
Accessories 12 114 60
First floor
Ideal capacity of rail wall is taken as
Apparels 38
Accessories 14
Ideal capacity for T-Stand is taken as:
Apparels 8
Accessories 18
Ideal capacity for display table is taken as:
Apparels 35
Accessories 6
FLOOR
CAPACITY
display table rail walls t-stand TOTAL
2 12 5 7
Apparels 70 456 40 566

Accessories 12 120 126 258

FOOTWEAR WALL
Display capacity 180 pieces
Total 156 478 282

sum total 1096
Pieces Avg. price pt. Value

total apparels 750 869 651750
total accessories 372 568 211296
total footwear 191 4083 779853
1313 1642899
Stock room capacity at

ground floor
Racks Shelves Pieces Stacks Total
Apparels 9 5 40 3 5400
Stock room capacity at First

floor
Racks Shelves Pieces Total

Footwear 15 5 16 1200
less 180
1020
6420
Accessories 200
Avg. Price Point 568
Value of Stock 113600
Apparel (5400 pieces) Footwear(1020 pieces)

Avg. price pt 869 4083
Total value 4692600 4164660 8857260
TOTAL CARRYING CAPACITY
APPARELS ACCESSORIES FOOTWEAR

DISPLAY CAPACITY 750 372 191
STOCK ROOM 5400 200 1020

CARRYING CAPACITY 6150 572 1211
4) Arrive at the optimal product mix.
In this step, I estimated an ideal walk-ins and the conversion rate which there should be for
Adidas store in Karol Bagh and multiplied it with Average bill value to arrive at sales
figure for weekdays and weekends.
After that I arrived at a sales figure for whole month and segregated it in apparels:
accessories: footwear as 48:12:40 and then multiplied it with Months On Hand taking 2.5
for apparels, 2 for accessories and 4 for footwear which makes the value of stock to be
kept around Rs.26, 32,000.
After that I divided the stock value of each category by average price point of the
respective category to arrive at the number of pieces which should be kept in the store
according to sales.
Following is the table showing the OTB plan calculated as discussed above:
Value of Stock to be kept

as per sales
Estimated
Weekdays Weekends
Walk-ins 75 100
Conversion 15% 20%
Average Bill Size 2300 2500
Sales 25875 50000

Total Sales for one month considering 8 weekends and 18 weekdays (MONDAY OFF)
TOTAL SALES Rs.865750
Bifurcation of Sales into different categories:
Apparels Accessories Footwear

48% 12% 40%
415560 103890 346300
MOH 2.5 2 4
Value of stock to be kept 1038900 207780 1385200
Total value of stock 2631880
APPARELS
Men Women
Percentage 75% 25%
Value 779175 259725
Average price point 924 814
FOOTWEAR
Average price point 4083

No. of pieces 339
ACCESSORIES
Average price point 568

No. of pieces 366

But this whole procedure was according to sales. The suggested plan should take into
consideration both the capacity of the store and the sales. And hence, I arrived at suggested
figure of 2100 pieces for apparels, 350 pieces for accessories and 580 pieces for footwear
making the value of stock to be kept around Rs.43, 00,000.
The details are as follows:
OTB Capacity Suggested Avg. Price Point Value

Apparels 719 6150 2100 869 1824900
Accessories 226 572 350 568 198800
Footwear 210 1211 580 4083 2368140
Total Stock 4391840
The stock plan on the basis of the suggested value of stock to be kept for the store is as
follows:
APPARELS
WOMEN
Avg.
Size S M L XL TOTAL Price Value
Size Run 2 3 3 2
Tees 40 60 60 40 200
Polos 14 21 21 14 70
Tanks 14 21 21 14 70
Basic Bra 10 15 15 10 50
Pant 40 60 60 40 200
7/8th Pant 36 54 54 36 180
770 814 626780
MEN
Avg.
Size XS S M L XL XXL TOTAL Price Value
Size Run 1 2 3 3 2 1

Tees 40 80 120 120 80 440

Polos 26 52 78 78 52 26 312
Tanks 26 39 39 26 130
Shorts 28 42 42 28 14 154
Track Pants 24 36 36 24 12 132
3/4th Pant 10 15 15 10 5 55
Shirts 8 12 12 8 40
1263 924 1167012
ACCESSORIES
Avg. Price Value
Ladies Socks 50
Men's Socks 100
Ladies Bags 5
School Bags 15
Team Bags 8
Messenger Bags 5
Wrist Band 25
Head Band 25
Fitness Equipments 6
Caps 80
Sippers 15
Footballs 20
354 568 201072
FOOTWEAR
1 1 1 2 2 2 1 1 1 1
Size
Size 4 5 6 7 8 9 10 11 12 13 Run Options
Lifestyle 64 6 6 6 12 12 12 6 6 11 6
Running 279 23 23 23 47 47 47 23 23 23 12 23
Basketball 35 3 6 6 6 3 3 3 3 11 3
Tennis 46 5 10 10 10 5 5 9 5
Outdoor 70 7 14 14 14 7 7 7 10 7
Swim 87 8 8 8 16 16 16 8 8 11 8
580
Avg. price 4083

Total value 2368140
RECOMMENDATIONS:
• The store suffers from a serious problem of lesser footfalls. As the store is new and the
entrance of the store is quite laid-back, it needs some promotions and a better sign board
which is visible from a distance.
• The store is in need of more visibility which can be done by placing sign boards saying
Adidas at the square lane pointing towards the store.
• Any scheme running in the store that should be promoted by placing banners across the
streets and by giving ads in the newspapers.
• The sign board of Adidas should be visible in night by placing rods above it.
• Music should always be on in the store and some English songs can also be played to
reduce the monotony of the environment.
• The broken tiles should be replaced immediately.
• There should be a provision of keeping customers bags at the cash counter.
• The store should keep enough merchandise in order to fill the customer’s demands
especially the lowers which sell most.
• I recommend mannequins doing actions of playing basketball and stuff with basket
attached to the wall to attract the customers and as it’s basically a store selling sports wear,
this would give a sporty feel to the store.

LEARNINGS OF THE TRAINING AT ADIDAS
Mr. Dushyant from Adidas came as an instructor and told us the following things:
History of Adidas:
Adidas was founded in 1948 by a German national, Adolf Dassler and hence, the company got its
name by taking ‘Ad’ from Adolf and ‘Das’ from Dassler.
In 1949, it came up with its first brand logo “The 3 Stripes” which denote trekking field and better
grip.

In 1972 the second logo of the company was launched which was “Trefoil” which stands for
variety of products.
In 1991, the third logo “Low mountain” was launched which stands for sports performance and
technically sound products.
Brand Ambassadors:
Australian Cricket Team

Football teams of Germany, Spain, Argentina and France
Basketball Players Kevin Garnette and Tracy Mc.Radie
Tennis Players Marat Safin and Justin Henin
Cricket Players Sachin Tendulkar, Sehwag and Suresh Raina
Football Player Zidane
In Adidas, the 3 stripes on the roof lead to shoe wall. Rail wall fixtures are used for men while
Plug wall fixtures are used for women. Black circles indicate men’s merchandise while white
circles are for women’s merchandise.
Footwear Technologies:
Adiprene:
This technology is in heel and is basically for cushioning and absorbing body impacts.
Adiprene+:
This technology is in toe which gives you better push-off and makes you ready for next step.
Torsion:
This technology is in mid foot and provides stability and mid foot support.
Traxion:

This technology is in outsole and is for superior grip on loose and uneven surfaces.
Adiwear:
This technology is in outsole and is abrasion resistant providing better durability.
Adituff:
This technology is in upper toe for preventing toe injuries and increasing durability of the shoe.
Formotion:
This technology is in lateral heel providing stability when foot strikes the ground. It distributes the
pressure and reduces the knee load.
Pro Moderator:
It’s a thin layer of TPU (Thermo Poly Urethane) present in mid foot which keeps foot stable,
prevents excess tilting of foot.
Geofit:
This technology is for enhanced fit.
Quick Strike:
This technology is in outsole which makes the shoe light weight and more flexible.
Gate cycle was taught showing how a foot moves while walking.
RETAIL EXCELLENCE PROGRAM BY ADIDAS:
Mystery Shopping Program:
Under this program, people from Adidas come to the stores as customers and check how the store
is doing and whether the sales staff are attending the customers efficiently and store is following
all the guidelines given by Adidas.

There are basically 9 steps to be followed by each and every salesperson at Adidas:
Greeting: the customer should be greeted properly once he/she enters the store and here the
salesperson should not miss the eye-contact.
Grooming: the salespersons should be in proper uniforms and well groomed.
Giraffing: the customer should be allowed to look around and this is the time for the salesperson
for need identification.
Product Selection: the salesperson should tell the features and advantages of the product to the
prospective customer.
Actual Selling: the salesperson should try to convince the customer and make him sure of his
purchase and tell him that it is worth buying.
Fitting: the salesperson should ensure that the customer has got the fitting which he wants and
should not try to sell a product which is a loose or tight fit.
Team work: the salespersons should show team spirit while doing their work and there should be
no back-biting.
Cash Desk: the customer should be told about the terms and conditions, the schemes running and
should be asked to write comments in the diary at the cash desk.
Environment: the store environment should be lively, music always playing and the ambience
good.
VISUAL MERCHANDISING:

Ms. Gitanjali from Adidas came as an instructor and taught us about the policies at Adidas
regarding the display of the merchandise.
Theme Based Display:
Adidas follows theme based displays for its stores where it keeps all the merchandise related to a
particular theme at one place and place a signage depicting that theme.
For eg. A Football theme will have Football related apparels say A C Milan Tees, Soccer shoes,
Lowers and Footballs displayed at one rail wall and a signage saying ‘Football’ will be placed over
it.
Thus, the store has now Boston Collection Theme, Football Theme, Basketball Theme, Training
Theme, Lifestyle Theme, etc.
Use of Mannequins:
Previously, the display table was kept in totally dead area where no customer goes. She removed
the display table from there and placed 3 mannequins thus, utilizing the dead space on the floor.
Miscellaneous:
The women section was kept near to the stairs on the first floor in order to attract and give a
pleasant feeling to the customers. Also, women apparels were not moving, so to increase its sales
this shift might prove helpful.
The colors should be synchronous with each other.

ANNEXURE
The questionnaire which was used for the customer profiling in Adidas Store is as follows:
QUESTIONNAIRE
Name:
Age:
Profession:
Address:
Income per annum: 2,50,000-4,00,000 [ ] , 4,00,000-6,00,000 [ ] ,6,00,000-8,00,000[ ]
8,00,000 and above [ ]

Gender: M [ ] F [ ]
Questions:
Q1: How often you go for lifestyle shopping?

Ans: a) Weekly
b) Fortnightly
c) Monthly
d) Half yearly
e) Any other (please specify)
Q2: What amount on an average do you spend on lifestyle shopping?(monthly)

Ans; a) Upto 3000
b) 3000-6000
c) 6000-9000
d) Above 9000
Q3: Where do you like to shop?

Ans: a) Exclusive brand outlet
b) Department Store
c) Any specific market
d) Multiple brand outlet
Q4: How often do you visit this store?

Ans; a) Once in a week
b) Once in 15 days
c) Once in a month
d) Any other( please specify)

Q5: What factors do you consider while selecting a store? (Rank according to your preference)
Ans: a) Brand name
b) Merchandise availability.
c) Price.
d) Location.
e) Amenities (Parking, wash room etc.)
f) Customer services
Q6: What type of apparels do you look for and purchase in Adidas? (Give rank order)
Ans: a) Lifestyle
b) Sports wear
c) Basic
d) Any other
Q7: Till what extent advertisement affects your shopping decision?

Ans: a) Often
b) Rarely
c) Never.
Parameters Excellent V. Good Good Average Bad
Ambience
Product Display
Availability of Product
Service of sales staff
Range of Prices
Q8: Which brand name comes to your mind first while talking about sports?
_________________________________________________________
Q9: Rate the store on the following parameters
Q10. If not Adidas, then…

Reebok [ ] Nike [ ] Woodland [ ] Puma [ ]
Any other, please specify……………………….
The questionnaire which was used during the survey in Levis is as follows:
QUESTIONNAIRE
Name:
Age: 15-25( ) 26-35( ) 36-45( ) 46 and above( )
Profession:

Business( ) Service( ) Student( ) Others( )
Address:
Income per annum: Upto 4,00,000 [ ] , 4,00,000-8,00,000 [ ] ,8,00,000-12,00,000[ ]
12,00,000 and above [ ]
Gender: M [ ] F [ ]
Questions:
Q1: How often do you shop for apparels?

Ans: a) Weekly
b) Fortnightly
c) Monthly
d) Half yearly
Q2: What amount on an average do you spend on lifestyle shopping?(monthly)

Ans; a) Upto 3000
b) 3000-6000
c) 6000-9000
d) 9000-12000
e) 12000 above
Q3: Are you visiting this store for first time?
Yes ( ) No ( )
Q4: How often do you visit this store?

Ans; a) Once in a week

b) Once in 15 days
c) Once in a month
d) Half-yearly
e) Yearly
Q5. Are you aware of various sub-brands at Levis store?
Yes ( ) No ( )
If yes, which sub-brand of Levis you buy the most?
Red Tab ( ) Red Loop ( ) Sykes ( ) Workers ( )
501 ( ) Levis Black ( ) Diva ( )
Q6. If not Levis, then….

UCB ( ) Spykar ( ) Bizarre ( ) USI ( )
Espirit ( ) Any other…………………….

912-Charu Gupta All Retail

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PRIMUS RETAIL PVT. LTD.

OBSERVATIONS AND RECOMMENDATIONS OF MODEL

(MULTI BRANDED OUTLET HAVING ADIDAS, REEBOK, MTV AND NIKE)

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 1

ABOUT THE STORE

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 2

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 3

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 4

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 5

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BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 7

The visual should be like this:

Music should be there in the store in order to reduce the boredom.

There is no need of guard at that store.

Rounder can be placed for the display of belts.

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 8

PROJECT REPORT ON LEVIS STORE,

(TO ARRIVE AT AN OPTIMAL PRODUCT MIX FOR THE STORE)

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 9

Apparels and Footwear and Health and Food Joints Others

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 10

Categories No. of shops

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 11

Jewelers and watches Branded apparels

Traffic = Average no. of people at each store * Total stores

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 12

TIME AVERAGE NO. OF TRAFFIC

The catchment area of the store is:

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 13

Brand WALK I N S Conv. Sales (Daily) Monthly

ESPIRIT 200+ 250+ 18 Rs.1,40,000 Rs.1,90,000 Rs.4450000

Numero Uno 100-150 200-250 25 Rs.30,000-40000 Rs.55000-65000 Rs.11,72,000

Giovani 100-120 150+ 50 Rs.100000+ Rs.150000-200000 Rs.32,00,000

Woodland 70-80 125-150 40 Rs.50000-60000 Rs.125000 Rs.19,90,000

ROCKPORT 50 70 20 Rs.40000 Rs.55000-65000 Rs.11,84,000

USI 190 250-275 30 Rs.58,000 Rs.80000+ Rs.17,00,000

Spykar 100-120 150+ 20 Rs.55000+ Rs.70000-80000 Rs.15,50,000

MADAME 100+ 150-200 35 Rs.60000-70000 Rs.100000+ Rs.19,00,000

VIBE 100 150 25 Rs.40,000 Rs.60,000 Rs.14,50,000

Reebok 150 200 30 Rs.70,000 Rs.1,10.000 Rs.21,40,000

Adidas 165+ 250+ 28 Rs.65,000 Rs1,00,000 Rs.19,70,000

UCB 300 450 21 Rs.1,00,000 Rs.1,75,000 Rs.32,00,000

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 14

Brand ABS Area Tees Jeans Cargos

Giovani Rs.3000 590 2500 1500 2500

Woodland Rs.1041 450 595 1200 2000 4000

ROCKPORT Rs.5000 700 700 1500

Bizarre Rs.1500 800 1499 1849

USI Rs.850 500 345 945 1195 1495

Spykar Rs.2400 500 445 849 1400 2500 1700 2299

MADAME Rs.2000 650

VIBE Rs.1500 700 500 900 1099 1499

Reebok Rs.2000 1000

Adidas Rs.1500 800

UCB Rs.2100 3200

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 15

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 16

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Levi’s basically has 5 collections:

Levis Workers which deals in Trousers, T-Shirts and Shirts.

Red Tab collection comprises of Jeans, T-Shirts, Shorts and Shirts.

Red Loop has Jeans, T-Shirts, Shirts and Denim Jackets.