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Category Management

Pantaloons, Lenskart, All that Jazz

-Aishwarya Hota
Lipakshi Thakral
Nivya Sharma
Shamayeeta Chakraborty
Swapnil Pateria
Vanya Chhillar
Agenda
Target Group Changing consumer segment
Middle and upper-middle class; Increased consumer need, spending and
Youth, families with a wide range subsequent change in lifestyle;
of age group; More informed and discerning narrow
Handsome disposable income; groups;
Belongs from urban and semi- Consumers are more product driven than
urban area; brand driven- quality, price, texture and
consumers wanting to make a color influencing consumers choice of
fashion statement within a merchandise;
reasonable price point;
Category Management > Individual Brand Management

Products across the length


and breadth of a category at
different price points
Special importance to a
particular brand
Fabric
Design
Type
Season
Colour

Size
Category Definition
Department
Apparel Non- Apparel
Non- Pantaloons
Pantaloons
brands Cosmeti
brands
cs
Jewelleri
Women Women Mens wear
men Mens wear Kids es
s wear s wear
wear

Western Western Shoes


Western Western Casual

Handbag
Ethnic Ethnic Ethnic Ethnic Ethnic s/wallets

Scarves
Category Role
Pantaloons Brands- Womens Ethnic Wear- Preferred
Category/ Occasional Category
Rangmanch Trishaa Akkriti

Topwear Dupatta Bottomwear Topwear Bottomwear


Regular
Basic kurti Palazzos
Solid Salwar
Leggings
collection Basic Tops
Fashion Culottes
Charbaugh Salwars Salwar
collection Fashion Skirts
Ikat Patialas tunics
Collection Long skirts
Liva Palazzos Fashion
Naturals tops
Collection Culottes
Festive Dresses
collection
Indigo
collection
Pantaloons Brands- Womens Ethnic Wear
Pantaloons Brands- Womens Plus size
Preferred/ Occasional Category
Alto Moda

Topwear Bottomwear
Fashion Palazzos
Tunics
Leggings
Fashion tops

Kurtis
Non Pantaloons Brands- Womens Ethnic Wear-
Destination Category
W Fusion Global Desi
Beats
Topwear Dupatta Bottomwear Topwear Topwear Bottomwear
Dresses
Kurtis Dresses Leggings
Leggings
Kurtis
Dresses Kurtis Palazzos
Fashion
Fashion Culottes
tunics
tunics
Skirts
Fashion tops
Fashion tops
Non Pantaloons Brands- Womens Ethnic Wear

Biba

Topwear Bottomwear
Leggings
Kurtis
Indigo Culottes
collection
Hut collection Palazzos

Tops Skirts

Salwars
Pantaloons Brands- Womens Western-
Preferred Category
Casual Formal

Tops Bottoms Dresses Tops Bottoms


Candies Candies Candies Annabelle Annabelle

Honey Honey Honey Izabel Izabel


London London
Bare Denim Bare Denim Bare Denim

SF jeans SF jeans SF jeans

Ajile Ajile Ajile


Pantaloons Brands- Womens Western-
Non Pantaloons Brands- Womens Western
Destination Category
Casual
Casual
Formal

Tops Bottoms Dresses Tops Bottoms Dresses

AND AND AND


AND AND
AND
Zink Zink
Jealous21 Jealous21
109F Zink
109F 109F
Pantaloons Brands- Kids Wear
Preferred Category
0-2 years 2-3 years 3-4 years 4-7 years 7-12 years

Chirpie Pie Chalk Chalk Bare Denim,


B Poppers

Tshirts Boys Girls Boys Girls


Tops
Boys Girls
Tshirts Tshirts Tshirts Tshirts Tshirts Tshirts
Bottoms
2pc sets
Shirts Tops Shirts Tops Shirts Shirts
Socks
Handkerchief
Baby cloth Bottoms Bottoms Bottoms Botto Bottoms Bottoms
Wrapping ms
Frocks Tops
cloth
Frocks Frocks
Frocks
Pantaloons Brands- Kids Wear
Pantaloons Brands- Mens Wear
Preferred Category

Bare Bare
Leisure Leisure
Richard Richard
Urban Urban Parker Parker
Eagle Eagle

Ajile Ajile

Byford Byford
Non Pantaloons Brands- Mens Wear
Destination Category

Peter Peter
Levis England England
Levis
Spykar
Spykar
Turtle Turtle
Pepe Pepe
Jeans Arrow Arrow
Jeans
John John
Miller Miller
Mens Wear
Convenience Category- Non apparels
Lingerie Accessories Nightwear

Dreamz
Bags Shoes Jeweller
Enamor Bwitch Triumph
y
Baggit Honey Nighty
2 pc sets 2 pc 2 Pc Honey
sets Sets 2pc
Annab- Sara
Shape Briefs elle Annab- Jewellery sets
wear Shorts elle
Pajamas Wildcra Jazz Pajamas
Socks ft Jewellery
Shorts
Annabell
e
Category Role
National and private labels
Traffic
Akkriti, Rangmanch,Honey, Biba, Global Desi, AND,
Builders Bare, Alto Moda, Levis

Transaction
Non apparels
builders

Private Labels because of higher margins;


Cash Akkriti, Ajile, Bare Leisure
Generators

Private labels
Excitement Bundle pricing in basic tshirts and basic kurtis-
creators Rangmanch, Akkriti, Honey, Ajile, Bare, Byford
Category Strategy
Emphasis on price for No emphasis on price
private labels for National labels
Merchandise Assortment

Fashion products-
Higher Range- Wall
Display

Fashion products-
Medium Range- Floor
Display

Basic items- lower


Range- Nesting table
Category Assessment
Best Selling category Worst Selling category

Womens Western Wear Kids Wear


-Private Labels
-contributes only 8-9%
Maximum space of the total sales;
allotment- Bare and
Honey All private labels, no
national labels.

Anchor Category- Limited merchandise


assortment;
Womens Western Wear
Suggestions

The positioning of the Kids category along with womens ethnic wear ;
More merchandise depth in this category;
Category positioning- non-uniform at places- creating confusion among
customers;
About the Brand

All That Jazz was founded by Samsher Singh Hura in August 2012
It has currently 7 stores across Odisha and Jharkhand
Has been winning the award for Best Customer Service for the past
3 years
Target Profile:
Social Status: People belonging to upper middle class and upper
class
Profession: Businessmen and politicians
People who like to wear luxury brands
Category Definition

Category Mens Wear Womens Wear Kids Wear

Sub-category Western Western Western


Wear Wear Wear

Ethnic Wear
Brands
Calvin Klein

Mens Wear

Western Wear
(Casual Wear)

Jeans, Shirts, T-
shirts,
Inner Wear

Highest Selling Category: Denims


Rare Rabbit

Mens Wear

Western Wear
(Casual Wear,
Formal Wear)

(Shirts, Trousers,
T-shirts)

Lowest Selling
Jack & Jones

Mens Wear

Western Wear
(Casual Wear)

Jeans, Checkered-
shirts,
T-shirts,
Sweatshirts

Destination Category Maximum Space


Puma

Mens Wear Womens Wear

Western Wear Western Wear


(Sports Wear, (Sportswear,
Footwear, Jackets,
Accessories) Footwear,
Accessories)
Shoes, Slippers,
T-shirts, Shoes, Bags
Backpacks,
Wallets, Caps
Skechers

Mens Wear

Footwear,
Accessories

Shoes, Socks,
Belts
True Blue

Mens Wear

Western Wear,
Ethnic Wear

Shirts, Trousers,
Blazers, Nehru
Jackets
Free Authority

Unisex Wear

Western Wear
(Casual Wear)

Theme-based T-
shirts

Excitement Creators
Vero Moda

Mens Wear

Western Wear
(Casual Wear)

T-shirts, Shirts
Kazo
Womens Wear

Western Wear
(Casual Wear,
Formal Wear,
Accessories)
Dresses,
Trousers, Shirts,
Topwear, Skirts,
Neckpieces,
Earrings

Preferred Category
Barbie

Kids Wear (only


girls)

Western Wear
(Casual Wear,
Formal Wear)

Frocks, Skirts
Impulse Products
el Bags, Key Rings, Artificial Jewellery, Watches, Passport Pouches
Transaction Builders
Suggestions
The womens wear section needs to be more visible
The store should introduce more brands in the womens wear section
Inappropriate placement of kids wear section
Wide assortment merchandise
ABOUT THE STORE
LENSKART WAS FOUNDED BY Mr. Peeyush Bansal in 2010 with head quarters
in New Delhi.
Indias fastest growing eyewear business today.

Facilities like
At your doorstep
Try Frames @Home
Click-n-Mortar
Also provide free eye check in stores
EYEWEAR

BRANDS
Basis of categorization

Categorization under these Brands is done on the basis of designs (Shape and Style).
Full Rim, Semi Rim, Rimless
Rectangle, Wayfarers, Rounders, Aviator, Cat-Eye, Oval.
CONTACT LENS
Lens Type
Brands
Bosch & Lomb Monthly Disposable

Pure Vision 2 Daily Disposable


(PP2) Yearly Disposable
Fresh Look
2 Week Disposable
Aqualens
Day & Night Lenses

Bifocal

Coloured Lenses
ACCESSORIES

Eyewear Stand

Eyewear Cases

Cleaning Wipes

Contact Lens Cases

Lens Cleaner Spray Solution


Price Range Highest Selling Brand
Frames and Glasses: Rs. 0 to Rs. 8000
Contact Lenses: Rs. 300 to Rs. 40000

Highest Selling Categories

Glasses with Power


Store operations and operational ratio
Use of NPS(Net Procurement System) software for assessing footfall in the
store
DSR (Daily Sales Report) is for maintaining the footfall and sales per day
Footfall in the store per day: (i) 20-30 (Weekdays)
(ii) 50 (on weekends)
Conversion rate= 80%-90%
Suggestions for improvement
Location could have been better
Brand availability on the stores should be as per online categorization
Sub categorization under the brand can be improved. there should be different
categories for mans and womans eyewear.
Contact lenses section should be given a better display
REFERENCES
Conversation with the store manager and sales people of

Lenskart Store, Patia


All Tht Jazz, Patia
Pantaloons, patia

http://www.lenskart.com/
THANK
YOU