1.

Company Profile
Introduction

1.1

Style, affordable prices, quality: these are the factors that have shaped Westsides success story in the retail fashion stores business. Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of India's largest and fastest growing chains of retail stores. Westside stands out from the competition for a variety of reasons. One is that a majority of the brands the chain stocks and sells are its own, unlike retailers who store multiple labels. About 90 per cent of Westsides offerings are home-grown, and they cater to different customer segments. The other 10 per cent includes toys, cosmetics, etc. The Westside stores have numerous departments to meet the varied shopping needs of customers. These include Menswear, Womens wear, Kids wear, Footwear, Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and Gifts. The company has already established 36 Westside departmental stores (measuring 15,000 - 30,000 square feet each) in Ahmedabad, Bangalore, Chennai, Delhi, Gurgaon, Ghaziabad & Noida (to be considered as 1 city), Hyderabad, Indore, Jaipur, Kolkata, Ludhiana, Lucknow, Mumbai, Mysore, Nagpur, Pune, Rajkot, Surat, Vadodara and Jammu. The company hopes to expand rapidly with similar format stores that offer a fine balance between style and price retailing.

1.2

Mission
Mission is to be regarded by our customers as the most relevant retailer in the country.

In order to achieve this goal, we shall develop a comprehensive understanding of their needs, strive to win their confidence, and offer them best-in-class products and services at affordable prices. We shall always be in the forefront of fashion and services by anticipating and exceeding the expectations of our customers. Our leadership will be the product of our styling, quality and service consciousness. We will continue to scale new heights of excellence through teamwork, in an atmosphere that encourages creativity and innovativeness. It is our policy to satisfy our customers with the range, quality and value of the products we offer. However, if they are dissatisfied with any item that they might have purchased we would take the necessary measures to assist them. We expect our customers to return unused merchandise along with its receipt within 30 days; we would exchange the returned items or give our customers a complete refund. In the event that they do not have the receipt we would offer them an exchange or provide them a gift voucher to the current or last known selling price.

1.3

The Westside story

This story began circa 1998 when The Tatas acquired Littlewoods a London based retail chain. This acquisition was followed by the establishment of Trent Ltd (a Tata enterprise that presently operates Westside). Littlewoods was subsequently renamed Westside. In a rapidly evolving retail scenario, Westside has carved a niche for its brand of merchandise creating a loyal following. Currently, the company has 36 Westside stores measuring 15,000-30,000 square feet each across 20 cities. With a variety of designs and styles, everything at Westside is exclusively designed and the merchandise ranges from stylized clothes, footwear and accessories for men, women and children to well-co-coordinated table linens, artifacts, home accessories and furnishings. Well-designed interiors, sprawling space, prime locations and coffee shops enhance the customers shopping experience.

Westside has garnered numerous accolades: 2005. Balanced Scorecard Hall of Fame. India Brand Summit Brand Leadership Retail. IFA Visionary of the Year Award, 2002 Mrs. Simone N. Tata. Most Admired Large Format Retail Chain of the Year - Lycra Images Fashion Awards NDTV Profit Business Leadership Awards 2006 - Retail Category.

1.4

Clubwest

At Westside, we have always believed in providing our customers with the finest shopping experience. Now, we've made shopping with us a rewarding experience too! Introducing CLUBWEST an extraordinary rewards program designed exclusively for Westside regulars like you. CLUBWEST is a two-tier program, which comprises Clubwest Classic and Clubwest Gold.

A purchase of Rs 2000 on the same day entitles you to a complimentary membership into Clubwest Classic. Alternately, you can enroll by paying a nominal one-time fee of Rs 150.

A purchase of Rs 5000 on the same day entitles you to a into

complimentary Clubwest Gold.

membership

Benefits of Clubwest: Earn points every time you shop at Westside. These points can be exchanged against subsequent purchases made in the store. A dedicated Clubwest desk for a member's assistance at each of the stores. Exclusive shopping hours only for members during sales.

Unprecedented access to a host of privileges and services through our exclusive tie-ups from time to time. Advance intimation of all in-store promotions and special offers through direct mailers. Special discounts on dining at select restaurants round the year.

2. Theoretical Concept
Brands are about names, but to register a name does not mean that a company has created a brand. A brand is instead created through the development of brand identity, where as a brand with a brand image not by itself is a strategic asset. The brand is a symbol. It can be related to as a mission, as a vision or as an asset. Developing an image as an employer is part of employer branding. Turning that image into a working relationship between an organization and its potential recruits is a process. In the present job markets, where companies compete for attracting the best of the talent, employer brand, sometimes, becomes more relevant when compared to various critical factors like job profile and the compensation package. Employer brand is the image of an organization as a great place to work in the minds of its current employees and key stakeholders. In short, it is the value of the company in external marketplace. The goal of employer branding is to create loyal customers; the customers here being the employees. An employer brand represents the core values of an organization. Companies that are considered good employers have a strong identity and an image in the marketplace.

2.1

Dimensions
Interest value The extent to which an individual is attracted to an employer that provides an exciting work environment, has novel work practices, and makes use of its employees creativity. Social value The extent to which an individual is attracted to an employer that provides a working environment that is fun, happy, and provides a supportive team atmosphere. Economic value The extent to which an individual is attracted to an employer that provides above average salary, an attractive overall compensation package, and job security and promotion opportunities. Development value The extent to which an individual is attracted to an employer that provides recognition, self-worth, and confidence coupled with career-enhancing experiences and a base for future employability. Application value The extent to which the employer provides an opportunity for the employee to apply what they have leaned and to develop others in a customer orientated and humanitarian environment. 4

2.2
-

Values of Employer Brand

Perceived external prestige. Perceived organisational fit. Realistic job previews and met expectations. Psychological contracts. Organisational commitment. Organisational identification. Perceptions of organisational support. Organizational Based Self Esteem (OBSE) Organizational trust and cynicism. Employee Growth Need strength (EGNS) Leadership. Job satisfaction and life satisfaction. Intention to quit. Perceived stress levels. Behavior at work.

2.3
-

Factors which creates Employer Brand

Quality: Quality is a vital ingredient of a good brand. The core benefits must be delivered well, consistently. Research confirms that, statistically, higher quality brands achieve a higher market share and higher profitability. Positioning: Positioning is about the position a brand occupies in a market in the minds of consumers. Strong brands have a clear, often unique position in the target market. It can be achieved through the combination of brand name, image, service standards, product guarantees, packaging and the way in which it is delivered. Communications: All elements of the promotional mix need to be used to develop and sustain customer perceptions. Initially, the challenge is to build awareness, then to develop the brand personality and reinforce the perception. First-mover advantage: In terms of brand development, first-mover means that it is possible for the first successful brand in a market to create a clear positioning in the minds of target customers before the competition enters the market. Internal marketing: Management should ensure that the brand is marketed internally as well as externally. It means that the whole business should understand the brand values and positioning.

3. Research Methodology
Research can be defined as a systematic effort to gain new knowledge. Research Methodology is a way to study & solve research problems along with the logic behind.

3.1

Objectives of Study
- To study the company profile of the Westside. - To study the concept of employer branding in detail. - To study the various dimensions of Employer branding. - To measure the employer brand of Westside on various dimensions.

3.2

Research Process Identification of Problem

Research Design

Sources of Data

Data Collection Method

Sample Design and Sample Size

Conducting Field Survey

Data Analysis

1.

Identification of problem
Employer Brand of Westside is not strong. Most of the employee in this enterprise shows discontent with leadership. Westside does not fulfill all the psychological obligations. Male considers Westside as low brand compared to female. Perception of Westsides employer brand is different across the age.

2.

Research Design
There are three types of Research Design, Exploratory Research Design. Descriptive Research Design. Causal Research Design. Here, the researcher has selected the Descriptive Research Design.

When the researcher is interested in knowing the characteristics of certain groups such as age, sex, educational level, occupation or income, a descriptive study is required. The objective of such study is to answer the who, what, when, where & how of subject. 3.

Sources of data

There are different types of data & information which are required for the study. These are: - Primary data: It is the data which is collected by the researcher for the first time. Primary is being collected by asking questions by performing surveys. Primary data is collected by employees of the firm by using questionnaires. - Secondary data: These are statistics not gathered for the immediate study but gathered earlier for some other purpose. These are the data that have been collected by some other agency or user. 4.

Data Collection Tool

In a study, data are collected by the researcher with the help of questionnaire.

5.

Sample Design and Sample Size

Once the researcher has formulated the problem and developed a research design including a questionnaire, he has to decide whether the information is to be collected from all the people comprising the population. In case the data are collected from each member of the population of interest, it is known as the census survey. If on the other hand, data are to be collected only from some members of the population, it is known as the sample survey. Here researcher has done the census survey and the population size is 50.

4. Analysis and Interpretation

Q1. It is considered prestigious in my community to work for this organization. Purpose: Whether employee feels prestigious working with Westside or not. Result:
Strongly Agree 24 Agr ee 20 Neither Agree Nor Disagree 6 Disagr ee 0 Strongly Disagree 0

Interpretation: 48% of the respondents are Strongly Agree and 40% of the respondents are Agree that they feel prestigious while working with Westside.

Q2: My organizations values and culture provide a good gift with the things that I value in life. Purpose: Whether employee is provided such value and culture in the organization or not. Result:
Strongly Agree 12 Agr ee 24 Neither Agree Nor Disagree 10 Disagr ee 4 Strongly Disagree 0

Interpretation: 24% of the respondents are Strongly Agree and 48% of respondents are Agree that they are being provided with the value and culture that they value in life.

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Q3: I was told about all the positive and negative aspect of job before being employed. Purpose: Whether the organization has disclosed all the aspects of job or not. Result:
Strongly Agree 44 Agr ee 6 Neither Agree Nor Disagree 0 Disagr ee 0 Strongly Disagree 0

Interpretation: 88% of the respondents are Strongly Agree that the company has disclosed all the positive and negative aspects of the job before being employed.

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Q4: My job has pretty much turned out to be what I expected it would be like. Purpose: Whether employees expectations met regarding job or not. Result:
Strongly Agree 22 Agr ee 21 Neither Agree Nor Disagree 7 Disagr ee 0 Strongly Disagree 0

Interpretation: 44% of the respondents of Westside are Strongly Agree that their job has much turned out more than they expected.

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Q5: I do not feel like part of the family at my organization. Purpose: Whether the employee feel familiar environment in organization or not. Result:
Strongly Agree 20 Agr ee 21 Neither Agree Nor Disagree 7 Disagr ee 2 Strongly Disagree 0

Interpretation: 42% of the respondents are Agree that they feel like Part of the family while 40% of the respondents are Strongly Agree about the same.

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Q6: Right now, staying with my organization is a matter of necessity as much as desire. Purpose: To know that employee staying with the organization is a necessity or desire. Result:
Strongly Agree 0 Agr ee 10 Neither Agree Nor Disagree 21 Disagr ee 19 Strongly Disagree 0

Interpretation: 38% of the respondents are Disagree that staying with the organization is a matter of necessity as much as desire.

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Q7: When someone criticizes my organization, it feels like a personal insult. Purpose: Whether employee feels insult, when anyone criticizes Westside or not. Result:
Strongly Agree 18 Agr ee 23 Neither Agree Nor Disagree 9 Disagr ee 0 Strongly Disagree 0

Interpretation: 46% of the respondents are Agree that they feel personal insult when anyone criticizes Westside and 36% of the respondents are Strongly Agree.

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Q8: My organization shows very little concern for me. Purpose: Whether organization concern their employees or not. Result:
Strongly Agree 0 Agr ee 0 Neither Agree Nor Disagree 9 Disagr ee 24 Strongly Disagree 17

Interpretation: 48% of the respondents are Disagree with the statement that organization shows little concern to them while 34% of the respondents are Strongly Disagree with the statement.

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Q9: I can make a difference around here. Purpose: Whether employee is free to take certain little decisions or not. Result:
Strongly Agree 0 Agr ee 4 Neither Agree Nor Disagree 24 Disagr ee 13 Strongly Disagree 9

Interpretation: 48% of the respondents of Westside are neither agree nor disagree with the statement that they are free to take certain decisions on their own in certain situation while 26% of the respondents are Disagree with the statement.

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Q10: I believe my employer has high integrity. Purpose: To know the belief of the employee towards their employer. Result:
Strongly Agree 13 Agr ee 21 Neither Agree Nor Disagree 16 Disagr ee 0 Strongly Disagree 0

Interpretation: 48% of the respondents of Westside are Agree with the statement and have a strong faith in their employer while 32% of the respondents are neither agree nor disagree with the statement and 26% of the respondents are Strongly agree with the statement, they have a faith in their employer.

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Q11: Is always seeking new opportunities for the organization. Result:

Strongly Agree 18 Agr ee 21 Neither Agree Nor Disagree 9 Disagr ee 2 Strongly Disagree 0

Interpretation: 36% of the respondents of Westside are Strongly Agree with the statement. While 42% of the respondents are Agree with the statement

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Q12: Leads by doing, rather than simply by telling. Purpose: To know whether an enterprise leads by doing or telling. Result:
Strongly Agree 16 Agr ee 20 Neither Agree Nor Disagree 12 Disagr ee 2 Strongly Disagree 0

Interpretation: 40% of the respondents of Westside are Agree with the statement. While 32% of the respondents are Strongly Agree

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Q13: Gets the group to work together for the same goal. Purpose: Whether they are being grouped for the same goal or not. Result:
Strongly Agree 35 Agr ee 9 Neither Agree Nor Disagree 14 Disagr ee 2 Strongly Disagree 0

Interpretation: 70% of the respondents of Westside are Strongly Agree with the statement that they are being grouped together for the certain types of goals to achieve.

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Q14: Develops a team attitude and spirit among employees. Purpose: Whether the enterprise develops the team spirit and tem attitude among the employees. Result:
Strongly Agree 18 Agr ee 22 Neither Agree Nor Disagree 10 Disagr ee 0 Strongly Disagree 0

Interpretation: 36% of the respondents of Westside are Strongly Agree with the statement that the organization develops the team attitude and team spirit among them while 44% of the respondents are Agree with the same.

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Q15: Foster collaboration among work groups. Purpose: To know whether an enterprise encourages collaboration among work groups. Result:
Strongly Agree 25 Agr ee 15 Neither Agree Nor Disagree 17 Disagr ee 3 Strongly Disagree 0

Interpretation: 50% of the respondents are Strongly Agree with the statement that an enterprise encourages collaboration among work groups.

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Q16: Gives me special recognition when my work is very good. Purpose: Whether employee is given special recognition or not. Result:
Strongly Agree 18 Agr ee 24 Neither Agree Nor Disagree 8 Disagr ee 0 Strongly Disagree 0

Interpretation: 36% of the respondents of Westside are Strongly Agree with the statement that they are being recognized when they contribute their best while 48% of the respondents are agree with the same.

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Q17: Commends me when I do a better than average job. Purpose: To know whether an enterprise commends its employees when they perform better than average job. Result:
Strongly Agree 0 Agr ee 26 Neither Agree Nor Disagree 16 Disagr ee 8 Strongly Disagree 0

Interpretation: 52% of the respondents of Westside are strongly agree with the statement that an enterprise praise their performance.

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Q18: All in all, I am satisfied with my job. Purpose: Whether employees are satisfied with the job or not. Result:
Strongly Agree 32 Agr ee 15 Neither Agree Nor Disagree 3 Disagr ee 0 Strongly Disagree 0

Interpretation: 64% of the respondents of Westside are Strongly Agree that they are satisfied with their job while 30% of the respondents are agree.

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Q19: All in all, I am satisfied with my life as whole. Purpose: Whether the employees are satisfied with their life or not. Result:
Strongly Agree 0 Agr ee 0 Neither Agree Nor Disagree 4 Disagr ee 9 Strongly Disagree 37

Interpretation: 74% of respondents of Westside are Strongly Disagree with the statement that they are not satisfied with the life while 18% of the respondents are Disagree and 8% are neither Agree nor Disagree with the statement.

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Q20: I often think of quitting this job. Purpose: Whether employee wants to continue the job or wants to quit. Result:
Strongly Agree 0 Agr ee 0 Neither Agree Nor Disagree 5 Disagr ee 12 Strongly Disagree 33

Interpretation: 66% of respondents of Westside are Strongly Disagree with the statement that they often think of quitting this job while 24% of the respondents are Disagree with the statement and the remaining 10% of the respondents are neither Agree nor Disagree with the statement.

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Q21: I almost never feel stressed at work. Purpose: Whether employee feel stressed at work or not. Result:
Strongly Agree 14 Agr ee 29 Neither Agree Nor Disagree 2 Disagr ee 5 Strongly Disagree 0

Interpretation: 58% of the respondents of Westside are agree that they never feel stressed at work while 10% of the respondents are Disagree with the statement and 28% of the respondents are Strongly Agree.

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Q22: I think my employer is obliged to provide me with. Result: Attributes Promotion and advancement High Pay Pay based on my current level of performance Competitive employment benefits Training Opportunities for career development A satisfying job Sufficient authority and responsibility The opportunity to have an appropriate balance between work and home life
Score 4.94 4.86 4.98 4.88 4.82 4.96 5 4.8 5

Interpretation: The mean value of Promotion and Advancement is 4.94. Balance between work and life, and satisfying job is 5. Pay based on Current level job is 4.98.

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Q23: My employer has fulfilled any obligations to provide me with. Result: Attributes Promotion and advancement High Pay Pay based on my current level of performance Competitive employment benefits Training Opportunities for career development A satisfying job Sufficient authority and responsibility The opportunity to have an appropriate balance between work and home life
Score 4.86 3.94 4.7 3.68 4.92 4.82 4.32 3.44 3.66

Interpretation: The mean value of Promotion and Advancement is 4.94. Balance between work and life, and satisfying job is 5. Pay based on Current level job is 4.98.

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Perception of employees regarding employer brand (Age wise).

Perception of employees regarding employer brand (Gender wise).

Overall employer brand through various Dimensions and Values.

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5.

Findings & Conclusions

Findings
88% of the respondents think that Westside is considered one of the prestigious enterprise. 72% of the respondents think that the things they value in life that are provided by the values and culture of an enterprise. 100% of the respondents think that an enterprise has disclosed all the positive and negative aspects of the job before being employed. 86% of the respondents are having a same opinion that their job has pretty much turned out to be what they expected it would like. 82% of the respondents do not feel like part of the family in an enterprise. 94% of the respondents are satisfied with the job. 68% of the respondents have faith in their employer. 82% of the respondents feel personal insult when anyone criticizes Westside.

80% of the respondents are agree that an enterprise develops team spirit and attitude among them. 80% of the respondents has rated positively that an enterprise encourages collaboration among work groups. 52% of the respondents are having same opinion that an enterprise commends them when they do a better than average job. 86% of the respondents never feel stressed at work, while 10% of the respondents feel the stress at work.

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Conclusions
The Employer Brand of Westside is good (4.01).

Westside concern about the Leadership aspect as it fosters the collaboration among work groups, also develops team spirit and attitude, and forms various groups for common goal. The mean value of obligations expected is 4.92 and obligations fulfill is 4.26. Finally, Westside fulfills most of the psychological obligations of the employees. Male considers Westside as low brand compared to female, the mean value is 3.5 and 3.6 respectively, where there is a minor difference. Perception regarding employer brand of the employees whose age is above 35 is 3.9 (mean value), which is higher among all other employees.

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6.Recommendations
Westside needs to concentrate more on career enhancing program to their employees. Westside also needs to get feedback from the employees periodically regarding their job. Westside needs to create familiar environment, So that an employee can interact with the superior without any hesitation. Westside requires enhancing its employer brand in near future as the retail sector is more growing in India and new players are entering into the market.

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7.

Bibliography
Websites:
www.wikipedia.org www.mywestside.com www.indianmba.com www.naukrihub.com www.brandxpress.net

Books:
Research Methodology G. C. Beri

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8.

Annexure

Survey on Employer Branding

I, Prashant Dutt, student of S.P.B. College of Business Administration here by request you to fill up this questionnaire. The information provided by you will be kept strictly confidential and will be used for academic purpose only.
Note: 1 = Strongly Agree 3 = neither Agree nor Disagree 4 = Disagree 5 = Strongly Disagree 2 = Agree

No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

Statement It is considered prestigious in my community to work for this organization My organization's values and culture provide a good fit with the things that I value in life I was told about all the positive and negative aspect of the job before being employed My job has pretty much turned out to be what I expected it would be like I do not feel like part of the family at my organization Right now, staying with my organization is a matter of necessity as much as desire When someone criticizes my organization, it feels like a personal insult My organization shows very little concern for me I can make a difference around here I believe my employer has high integrity Is always seeking new opportunities for the organization 37

12. 13. 14. 15. 16. 17. 18. 19. 20. 21.

Leads by doing, rather than simply by telling Gets the group to work together for the same goal Develops a team attitude and spirit among employees Fosters collaboration among work groups Gives me special recognition when my work is very good Commends me when I do a better than average job All in all, I am satisfied with my job All in all, I am satisfied with my life as a whole I often think of quitting this job I almost never feel stressed at work

22. I think my employer is obliged to provide me with

--------------------Promotion and advancement High Pay Pay based on my current level of performance Competitive employment benefits Training Competitive employment benefits Opportunities for career development A satisfying job Sufficient authority and responsibility The opportunity to have an appropriate balance between work and home life

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23. My employer has fulfilled any obligations to provide me with

--------------------Promotion and advancement High Pay Pay based on my current level of performance Competitive employment benefits Training Competitive employment benefits Opportunities for career development A satisfying job Sufficient authority and responsibility The opportunity to have an appropriate balance between work and home life

Designation Gender Age

: _____________________________________ : _________ : ______

--------

Thank you

--------

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