Beruflich Dokumente
Kultur Dokumente
-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
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
Handbag
Ethnic Ethnic Ethnic Ethnic Ethnic s/wallets
Scarves
Category Role
Pantaloons Brands- Womens Ethnic Wear- Preferred
Category/ Occasional Category
Rangmanch Trishaa Akkriti
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
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
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
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
Ethnic Wear
Brands
Calvin Klein
Mens Wear
Western Wear
(Casual Wear)
Jeans, Shirts, T-
shirts,
Inner Wear
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
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
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
Bifocal
Coloured Lenses
ACCESSORIES
Eyewear Stand
Eyewear Cases
Cleaning Wipes
http://www.lenskart.com/
THANK
YOU