KKCL RETAIL STORE BUDGET

2011 - 2012

SECONDARY SALE COMPARISON (APRFEB 2011.)

F.Y.

QTY

NET VALUE

MRP VALUE

2009 -10
(141 STORES)
2010-11
(171 STORES)

5.90 LAC

5645 LAC

6730 LAC

7.12 LAC

7421 LAC

8219 LAC

GROWTH

21%

31%

22%

PRIMARY SALE COMPARISON APRFEB

2011.)
F.Y.
QTY
NET VALUE
MRP VALUE
2009 -10
(141 STORES)
2010-11
(171 STORES)
GROWTH

6.04 LAC

4013 LAC

6930 LAC

7.67 LAC

5436 LAC

9449 LAC

27%

35%

36%

20 NEW STORES ARE IN PIPELINE PROPOSED TO BE OPENED BY 31ST

MARCH 2011.
4 OPENED & 6 ADDICTION STORES ARE IN PIPELINE.
DUE TO IMPLEMINANTION OF EXCISE DUTY THE ABOVE NEW
OPENINGS HAS BEEN DELAYED.

REVIEW FY 2010 11 (TILL FEB 2011)

SECONDARY

94% Of Value Target Achieved Till February 2011.

( TARGET RS. 79.14 CR, ACHIEVED RS. 74.22 CR.)
Secondary Growth Compared to Last FY (YOY):
31% in Terms of Value
21% in Terms of Volume

REVIEW FY 2010 11 (TILL FEB

2011)
PRIMARY
Primary Growth Compared
to Last FY (YOY):
35% in Terms of Value
27% in Terms of Volume

PROPOSED RETAIL FORMAT AS

ON STORE
31.03.2011
STORE AS ON
OPERATIONAL NEW OPENING
31ST MARCH
2010

CLOSURE TILL
FEB 2011

STORES TILL
FEB 2011

K-LOUNGE

91

108

111

KILLER EBO

20

30

11

41

LAWMAN EBO

INTEGRITI EBO
LAWMAN /
INTEGRITI
FACTORY
OUTLET

16

21

26

SUB TOTAL

141

10

171

20

191

10

141

10

175

26

201

FORMAT

ADDICTION

TOTAL

TILL MARCH
(PROP.)

TILL MID MARCH

2011

RETAIL FORMAT (RENT WORKING)

2010-2011

2011-2012

OWNED
PROPERTY

FIX RENT
STORE

26

24

REVENUE
SHARING
STORE

14

14

FOFO

131

159

TOTAL

175

201

RENT PAID BY
KKCL
COCO
OPERATED BY

PROJECTED TARGET 2011

2012
NO OF STORES

QTY IN PCS

NET RETAIL VALUE

IN RUPEES.

191 STORES

11.25 LAC

12850.00 LAC

PROPOSED NEW 85
STORES

3.75 LAC

4250.0 LAC

TOTAL

15 LAC

17100 LAC

* 10 ADDICTION STORE QUANTITY NOT INCLUDED IN ABOVE

FIGURE.

ZONE WISE STORES AREA

ZONE WISE STORES AS ON

MARCH 2011.

ZONE

NO OF
STOR
ES201
0-11

NO OF STORES

AREA
IN SQ.
FEET
201011

NO
OF
STOR
ES
201112

AREA
IN SQ.
FT.
201112

EAST

50

39,258

56

42,408

WEST

58

53,843

64

56,753

NORTH
SOUTH

44
23

34,519
18,968

57
24

40,299
19,968

TOTAL

201

SOUTH

24

NORTH

58

WEST

63

EAST

56

AREA IN SQ. FT.

159398

19968
40479
56543
42408

NO OF STORES

SOUTH ; 12%
EAST ; 28%
NORTH ; 29%
WEST ; 31%

TOTAL

175

1,46,58
8

201

1,59,4
28

REGION WISE PROJECTED NET SALES 2011 2012

SECONDARY
NET SALE
NET SALE
NO OF STORES VALUE 2010-11 NO OF STORES TARGET VALUE
REGION
2010-11
( RS)
2011-2012
2011-12 (RS)
EAST

50

2546 LAC

56

4135 LAC

WEST

58

2962 LAC

64

4351 LAC

NORTH

44

1494 LAC

57

2910 LAC

SOUTH

23

829 LAC

24

1454 LAC

TOTAL

175

7830 LAC

201

12850 LAC

REGION WISE SALES

DISTRIBUTION
EXPECTED SALE TILL MARCH 2011

SOUTH ; 11%
NORTH ; 19%

NET SALE TARGET VALUE 2011-12

SOUTH ; 11%
EAST ; 32%

EAST ; 33%

WEST ; 38%

NORTH ; 23%

WEST ; 34%

FORMAT WISE STORES AS ON MARCH 2011.

FORMAT

NO
OF
STOR
ES
201011

AREA
IN
SQ
.FT.
201011

ADDICTI
ON

F/O.

8,017

8,017

INTEGRIT
I

21

7,937

26

10,167

KILLER

30

17,193

41

23,333

LAWMAN

1,455

1,805

LAW +
INT

701

707

108

1,10,53

111

1,13,3

K-

740

NO
AREA
OF
IN
STOR SQ.FT.
ES
2011201112
12
10

2,060

FORMAT WISE STORES AREA

NO OF STORES

TOTAL

201

K-LOUNGE

111

LAW + INT

707
1

LAWMAN
KILLER
INTEGRITI
F/O.
ADDICTION

159398
113339

1805
5
41

23333

10167
26
7

AREA IN SQ.FT.

8017

2030
10

FORMAT WISE SALE TARGET FOR

FY 2011 - 12 TARGET
NO OF
STORES
2010-11

NET SALE
2010-2011
IN RS

NO OF
STORES
2011-12

FACTORY
OUTLET

257 LAC

386 LAC

50 %

INTEGRITI

21

533 LAC

26

1141 LAC

114 %

KILLER

30

945 LAC

41

2161 LAC

129 %

101 LAC

212 LAC

110 %

LAWMAN
LAWMAN/
INTEGRITI

28 LAC

50 LAC

79 %

K LOUNGE

108

5966 LAC

111

8900 LAC

49 %

ADDICTIONS

10

201

12850
LAC

NO

CONCEPT

TOTAL

175

7830 LAC

2011-2012
NET SALE GROWTH
IN RS
%

64 %

FORMAT WISE SALE

FY. 2011 -12.
TARGET 2011-2012 NET SALE IN RS

F/O ; 3%

INTEGRITI ; 9%

KILLER ; 17%
LAWMAN ; 2%
K LOUNGE ; 69%

LAWMAN/ INTEGRITI ; 0%

YOY COMPARISION SALES

RTN P/SQ. FT.

2010-11
5,873

2011-12
8,165

GROWTH %
39

AVG. SELLING PRICE

(RS.)

1,040

1,142

10

BIRDS EYE VIEW RETAIL 2010 - 11

2010-11

2011-12

1,724

2,170

1.7

1.9

AVG. DAILY SALE (RS.)

22,18,769

35,20,548

AVG. DAILY SALE PCS

2,131

3,082

45,78,626

67,27,749

AVG. TICKET SIZE (RS.)

AVG. UNITS PER BILL(PCS)

AVG.SALES PER STORE (RS)

BRAND WISE MIX 2011 - 2012

BRAND WISE QTY MIX
CONCEPT

BRAND WISE % MIX

KILLER EASIES LAWMAN INTEGRITI

TOTAL

KILLER EASIES LAWMAN INTEGRITI TOTAL

F/O.

16,440

2,005

9,650

11,505

39,600

42

24

29

100

INTEGRITI

1,10,255

1,10,255

100

100

KILLER

1,80,400

1,80,400

100

100

LAWMAN

18,000

18,000

100

100

INT/LAW

1,260

3,240

4,500

28

72

100

K LOUNGE

3,25,160

38,995

1,62,090

2,46,000

7,72,245

42

21

32

100

ADDICTIONS

SUB TOTAL

5,22,000

41,000

1,91,000

3,71,000

11,25,000

46

17

33

100

NEW STORE

1,15,000

20,000

73,000

1,32,000

3,75,000

40

19

35

100

BRAND WISE SALES COMPARISON.

PRIMARY SALES QTY.
BRAND
KILLER
EASIES
LAWMAN
INTEGRITI
TOTAL

APRIL-MARCH 2010
2009-10
2,99,960
29,862
1,50,079
1,85,803
6,65,704

APRIL-FEB 2011
2010-11
3,37,757
30,946
1,53,804
2,43,667
7,66,174

PROPOSED 2011-2012
2011-2012
6,72,000
61,000
2,64,000
5,03,000
15,00,000

SECONDARY SALES
QTY.

APRIL-MARCH 2010

APRIL-FEB 2011

BRAND

2009-10

2010-11

GROWTH %

KILLER

2,92,050

3,21,797

10

EASIES

36,826

27,565

-25

LAWMAN

1,37,569

1,51,894

10

INTEGRITI

1,61,899

2,10,442

30

TOTAL

6,28,344

7,11,698

13

PRODUCT MIX QTY IN PCS

2011 - 2012

BRAND

TROUSE BARMUD
TBLAZER
SWEATE
JEANS
RS
AS
SHIRTS SHIRTS
S
JACKETS
RS
TOTAL

KILLER

2,58,000

33,000

5,000

23,7000 1,25,000

LAWMAN 1,00,000
INTEGRIT
I
1,63,000

16,500

2,000

1,20,000

28,000

3,000

EASIES

22,000

TOTAL

521000

99,500

10,000

14,000

6,72,000

18,000

2,000

3,000

2,500

2,64,000

2,15,000

85,000

2,000

4,000

3,000

5,03,000

32,000

7,000

61,000

4,000

21,000

5,500

15,00,000

6,04,000 2,35,000

LADIES KURTIS, TOPS & TUNICS ARE THE PART OF T-SHIRTS.

LADIES KILLER SWEATERS ARE THE PART OF T-SHIRTS.

YOY. SALE (131 STORES )

AVG.
NO
SALE
AREA SECONDA BUDGET AVG. SALE SALE PER SALE
CONCE OF
PER SQ.
IN SQ. RY SALE
SALE PER STORE. SQ. FT.
PER
PT
STO
FT.
FT.
2010-11 2011-12 2010-11 2010-11 STORE.
RES
2011-12
2011-12
55.14
F/O
7
8,017 256.58 LAC 386 LAC 36.65 LAC
3,200
4,815
LAC
INTEGRI
48.38
13 5,267 456.37 LAC 629 LAC 35.10 LAC
8,665
11,942
TI
LAC
52.25
KILLER
16 10,599 705.25 LAC 836 LAC 44.08 LAC
6,654
7,888
LAC
42.50
LAWMAN 4
1,455 101.00 LAC 170 LAC 25.25 LAC
6,942
11,684
LAC
LAWMAN
/
1
707
28 LAC
50 LAC 28.00 LAC
3,960
50 LAC
7,072
INTEGRI
TI
K
5555.56
7516
83.51
90 91,836
61.73 LAC
6,049
8,184
LOUNGE
LAC
LAC
LAC
TOTAL 131

1,17,8 7102.80

95870

54.22 LAC

6025

73.18

8,133

YOY.QTY SALE (131 STORES )

CONCEPT

SECONDAR
NO OF
Y SALE
BUDGET
BUDGET
STORES
2010-11 SALE 2011- SECONDARY QTY 2011- ASP 2010- ASP 2011(NOS.)
(RS.)
12 (RS.) QTY 2010-11
12
11
12

F/O

256.58 LAC

386 LAC

32883

38600

780

1000

INTEGRITI

13

456.37 LAC

629 LAC

50840

62050

898

1014

KILLER

16

705.25 LAC

836 LAC

59455

69400

1186

1205

LAWMAN
LAWMAN/
INTEGRITI

101.00 LAC

170 LAC

9450

14600

1069

1164

50 LAC

3000

4500

933

1111

K LOUNGE

90

28 LAC
5555.56
LAC

7516 LAC

532975

655010

1042

1147

688603

844160

1031

1136

TOTAL

131

7102.LAC 9587 LAC

PROJECTED PERFORMANCE OF STORES

SALE VALUE IN RS.

2010-11

2011-12

1.5 CR AND ABOVE

10

1.0 CR TO 1.49 CR

16

21

75 LAC TO 99.9 LAC

30

40 LAC TO 74.99LAC

24

110

LESS THEN 40 LAC

43

20

TOTAL

171

191

* FOR THE FY 2010-11 ,NEW OPEN STORES HAVING LESS TURNOVER(40 STORES)

TOP PERFORMING STORES

2010 - 2011
K-LOUNGE
KLOUNGE(MUZAFFARPUR)
K-LOUNGE(SURAT-GHODDHOD)
K-LOUNGE(VALSAD)

KILLER
KILLER EXCL(PATNA)
KILLER
EXCL(DHARBHANGA)
KILLER EXCL(GUWAHATI)

SALE
VALUE

INTEGRITI

SALE
VALUE

1,50,00,000

INTEGRITI
EXCL(VASAI)
INTEGRITI
EXCL(DOMBIVALI)

1,43,00,000

1,52,00,000

94,00,000
82,00,000

SALE
VALUE
1,02,00,000
71,00,000
69,00,000

PERCEPTION OF FRANCHISEE TOWARDS RETAIL

BASED ON PAST EXPERIENCE WITH THE

POSITIVE
ASPECTS :
FRANCHISEES.
CALCULATIVE INVESTMENT / PAYMENT CYCLE.
WIDE VISION TOWARS BUSINESS GROWTH.
ALWAYS WELCOME NEW IDEAS & OPPORTUNITIES.
REFILL & REPLENISHMENT AS PER NEED OF THE BUSINESS
WITH PROPER ANALYSIS.
NEGATIVE ASPECTS :
LACK OF INVESTMENTS & PULLING OUT INVESTMENTS FROM
THE BUSINESS
CONSERVATIVE TOWARDS BUSINESS OPPORTUNITIES & IDEAS.
LACK OF BUSINESS KNOWLEDGE.
AVERAGE ASPECTS :
SATISFIED WITH THE BUSINESS & ITS RETURNS.
BASICALLY INVESTORS & ARE NOT INVOLVED IN DAY TO DAY
OPERATIONS.

PROJECTED SALES FOR 2011 - 2012.

ZONE - EAST

STATE

NO
OF
STOR
ES
201011

TTL SQ
FEET
201011

NET
SALE
VALUE
201112

NO OF
STOR
ES
201112

TTL SQ NET SALE

FEET
VALUE
20112011-12
12

ASSAM

2360

173 LAC

2360

205 LAC

BIHAR

16

9023

582 LAC

20

11273

1256 LAC

CHATISGAR
AH

13

13050

712 LAC

13

13050

988 LAC

JHARKHAND

2152

82 LAC

2552

195 LAC

ORISSA

13

10653

822 LAC

14

11153

1216 LAC

W.BENGAL

2020

175 LAC

2020

275 LAC

TOTAL

50

39258

2546 LAC

56

42408

4135 LAC

STATE

PROJECTED SALES FOR 2011 2012.

ZONE - WEST

GOA

NO OF
STORE
S
201011

SQ
NET
NO OF
SQ
FEET
SALE
STORES FEET
2010-11 VALUE
2011-12 2011-12
2010-11

NET
SALE
VALUE
2011-12

1200

85 LAC

1200

108 LAC

15

17049

961 LAC

15

17049

1245 LAC

4035

169 LAC

5435

442 LAC

MAHARAS
HTRA

37

31559

1736 LAC

40

33069

2556 LAC

TOTAL

58

53843

2951 LAC

63

56753

4351 LAC

GUJRAT
M.P.

PROJECTED SALES FOR 2011 - 2012.

ZONE - NORTH
STATE

NO OF
STORE
S
201011

TTL
SQ
FEET
2010
-11

DELHI

2710

HARYANA

PUNJAB

NO OF
STORES
201112

TTL SQ
FEET
201112

185 LAC

3660

327 LAC

1681

40 LAC

2161

173 LAC

1797

77 LAC

3477

188 LAC

RAJASTHAN

10

11540

381 LAC

10

11540

624 LAC

U.P.

19

15206

773 LAC

24

17876

1423 LAC

1585

8 LAC

1585

175 LAC

44

34519

1463 LAC

57

40299

2910 LAC

UTTRAKHA
ND
TOTAL

NET
SALE
VALUE
201011

NET
SALE
VALUE
201112

PROJECTED SALES FOR 2011 2012.

ZONE - SOUTH
STATE

NO OF
NO OF
STORES SQ.FEET SALE
SQ. FEET
STORES
2010- 2010-11 VALUE
2011-12
2011-12
2011

SALE
VALUE

ANDRA
PRADESH

10

10705

323 LAC

11

11705

657 LAC

KARNATAK
A

10

6063

428 LAC

10

6063

645 LAC

TAMIL
NADU

2200

78 LAC

2200

152 LAC

TOTAL

23

18968

829 LAC

24

19968

1454 LAC

SWOT
STRENGTH: Strong distribution network, Brand
awareness,
Wide range of product, Pricing , & Quality .
Launch of ADDICTION & Ladies range.
Introduction of Patented Product.
Appointed State level Master Franchisee Concept
for
Business Development.
Appointed State level Supper Stockist Concept for
Supply Chain Management.

WEAKNESS: Low Awareness of K-LOUNGE/ EBO,

Limited publicity of K-LOUNGE.

SWOT
OPPORTUNITY: High recall of Brands & Still unexplored
territory,
To Promote K-LOUNGE as a Brand.
Addition of ADDICTION & Ladies range to the
shopping
basket to serve our customers in better
way.
THREAT:

Competition from the other brands.

Implementation of excise duty.
Increase in MRP due to impact of raw
material price hike.

MARKETING ACTIVITY TO ACHIEVE

PROJECTED SALES TARGET

CRM ACTIVITY
MEDIA PLANNING
INSTORE PROMOTIONS
REGION CENTRIC PROMOTION
ACTIVITY

CRM
(CUSTOMER RELATION MANAGEMENT)
Loyalty Programme Launched through
Loyalty Card Programme.
Initially Started with Company Owned
Stores.
Currently many Franchisee Owned Stores
have Joined the CRM Programme.
Many more Franchisees have evinced
interest in the same.

MEDIA PLANNING
NEWS PAPER ADDS.
HOARDINGS.
SMS ACTIVITY DURING FESTIVE SEASON, FRESH
ARRIVAL & EOSS.
MAGZINE ADD.
PROMOTION THRU VARIOUS CHANNELS LIKE FM, TV.
OUTDOOR MEDIA LIKE HIRING SITES ON BUS & BUS
SHELTERS.

INSTORE PROMOTIONS
LAUNCH OF GIFT VOUCHERS.
PROMOTION ACTIVITY ON SALE THRU OUT THE YEAR.
REGULAR VM THRU DANGLERS & MERCHANDISE
DISPLAY.
SEASON WISE WINDOW DISPLAY & POSTERS IN
STORE.
LIQUIDATION OF SLOW MOVING MERCHANDISE
DURING EOSS.

REGIONAL CENTRIC PROMOTION

ACTIVITY
CABLE & CINEMA HALL ADD.
CUSTOMISED BANNERS IN AND AROUND
THE STORE.
PARTICIPATING IN COLLEGE ACTIVITY.
GETTING THE CELEBRITIES TO STORES.
LOCAL LEVEL ADD SUPPORT FROM TIME
TO TIME.

LOOKING AHEAD
TO ACHIEVE SALES GROWTH YOY.
MINIMUM ADVERTISEMENT BUDGET
REQUIRED IS
APP Rs. 08/10
CR.
THE ABOVE FIGURE IS FOR EXISTING STORES
ONLY.
WITH THE RIGHT INVESTMENT IN REGIONAL &
NATIONAL LEVEL ADD, NEW PROSPECTIVE
FRANCHISEES / BUSINESS PARTNERS COULD
BE TAPPED.
REQUIRED A RENONVED AGENCY FOR
PROMOTING KLOUNGE / EBO AS A BRAND.

THANK YOU.