Summary WESTSIDE

BRAND STUDY
WESTSIDE BRAND STUDY

Presented ByVinayak Jagdale Ulka Khedekar Ejaz Shaikh Atul Moynak Momin 35 44

Agenda
Introduction
Features STPD SWOT Analysis 4 PS Product Price Place Promotion Competitor Analysis Strategies Recommendations

Introduction
Started by Mrs. Simone TATA Today it has reached 28 cities with 49 stores Currently it is headed by Noel TATA

Designed to cater to shopping needs of various customer

The store size range between 15000-30000 sq. feet Annual sales for 2010 was Rs. 543 cr. With net profit of Rs. 40 cr.

Stores
Ahmedabad Aurangabad Bangalore Chandigarh Chennai Coimbatore Faridabad Gurgaon Hyderabad Indore Jaipur Ludhiana Mangalore Mumbai Nagpur Nasik New Delhi Pune Surat Thane Varanasi Vashi

Mission Statement
To be the most preferred and consistently profitable lifestyle retailer

Features
Designed to be one-stop shop for complete family Offers broad product variety

Value for money products - good quality, low prices , contemporary and exclusive designs and wide variety
Good store ambience shelves not overloaded Focus on I-got-a quality-product-at-areasonable-price feelings

STPD

STPD
1. Segmentation Demographic Family Sex Males & Females Age group 10yrs- 50yrs and above

STPD
2. Targeting

Target Audience Kids Men Women

Economic Upper middle and lower upper class Psychographic Fashionable lifestyle

STPD
3. Positioning

The brand name itself gives an upbeat feel

Initially, started off with Fashion at affordable price Current positioning is Endless possibilities In, 2002 Yuvraj Singh was their Brand ambassador Their Current Brand ambassador is actress and Brazilian model Giselle Monteiro

STPD
4. Distribution

Products distributed from Mumbai headquarter

Stock replenishment done mainly on Fridays

SWOT Analysis
Strength
Growing at a faster pace Brand name of TATA Good customer base Apparels are cheaper Attractive promotional schemes and heavy discounts Quality and branded stuff only Location advantage

Weakness
Not much product range Lack of differentiation Poor inventory turns and stock availability

Opportunity
Rising disposable income Urbanization

Threats
Competition from organized retail players Competition from local retailers

4 Ps

Product
Has about 7-8 product category Displays majorly in-house brands Also, has tie-up with other brands

Product Range
Mens Wear & Accessories Womens Wear & Accessories

Kids Wear
Crockery & Kitchen Appliances Daily Necessities Branded Jewellery Gift items Furniture Footwear

Beyond Product
Employees are trained on various aspects like : Product Knowledge Workplace Ethics Communication Skills Courteousness

Price
Pricing decision is consistent with firms marketing strategy and target market They believe in democratizing their service and charging fair price

Offer value for money proposition for consumers, especially by offering their own brands
Helps to augment their sales margin In recent past a lot of price variations were made It aimed to target all customer groups

Place
Chain of stores mainly functioning in malls Stores mainly located very near its competitors Products distributed from Mumbai headquarter Stock replenishment done mainly on Fridays

Promotions

Competitors

Competitors Analysis
Shoppers Stop When they started? 1991 in Mumbai Lifestyle 1999 in Chennai Westside 1998 in Bangalore

How they started?

The Rahejas had a property which they wanted to make commercial viable

Lifestyle is part of the landmark group, a dubaibased retail chain which made its way through fashion retailing
Currently operating 13 stores

Lakme tookover littlewoods (opened in bangalore) which is now known as Westside owned by TATAs
Currently operating 59 stores style and reasonable price supported by quality

Present Stores

Currently operation 24 stores

Competitors Analysis
Shoppers Stop
What they did? Started its loyalty programme in 1994: First citizen card Contribution to sales: 66% Well designed, beautiful & airconditioned Gives a classy royal feeling

Lifestyle
Started its loyalty programme in Jan, 2001: The inner cirlce Contribution to sales: 40% Well designed, beautiful ambience AC not sufficient as per the footfalls in the store

Westside
Started its loyalty programme in May, 2001: Clubwest Contribution to sales: 60% Well designed interiors, sprawling space and air conditioned ambience Gives and energetic and youthfull effect Sofas provided for the comfort of the customer

Store Ambience

Competitors Analysis
Shoppers Stop
Aisle Space Maximum aisle space for convenient movement of customer Signage in black and white Signage depicting style and size not properly arranged

Lifestyle
Sufficient aisle space for convenient movement of customer Less use of signage Only signage denoting different section present

Westside
Cluttered arrangement of merchandise and less aisle space Proper and effective use of signage denoting size, segment etc Special offers like best buy highlighted for kidswear distinction made clearly by mention of relevant age group

Signage

Problems faced by Westside

Target customer base change overtime
Not much shelf space is given to the International brands Customer preferences are changing from inhouse labels to international brands Lesser media promotions

Strategies adopted by Westside

Aiming to increase their customer base by adding the international brands in their product basket Planning to introduce canned continental food like sushi, wine and cheese on their counters

Recommendations
Westside should spend more on media promotions Hire appropriate brand ambassador, depending on type of customer they target Should try to increase their theme based shops Positioning needs to be done more efficiently

Thank you