Final Report Westside

7/31/2019 Final Report Westside

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INDIAN RETAIL SECTOR

Evolution of Indian retail Industry:

Indian Retail Industry is standing at its point of inflexion, waiting for the boom to take place.

The inception of the retail industry dates back to times where retail stores were found in the

village fairs , Melas or in the weekly markets. These stores were highly unorganized. The

maturity of the retail sector took place with the establishment of retail stores in the locality for

convenience. With the government intervention the retail industry in India took a new shape.

Outlets for Public Distribution System, Cooperative stores and Khadi stores were set up. These

retail Stores demanded low investments for its establishment.

The retail industry in India gathered a new dimension with the setting up of the different

International Brand Outlets, Hyper or Super markets, shopping malls and departmental stores.

Key Players in the Indian Retail Sector:

The untapped scope of retailing has attracted superstores like Wal-Mart into India, leaving

behind the kiranas that served us for years. Such companies are basically IT based. The other

important participants in the Indian Retail sector are Bata, Big Bazaar, Pantaloons,Westside,

Archies, Cafe Coffee Day, landmark, Khadims, Crossword, to name a few.

Retailing in India: a forecast:

Future of organized retail in India looks bright. According to recent researches it is projected to

grow at a rate of about 37% in 2007 and at a rate of 42% in 2008. It will capture a share of 10%

of the total retailing by the end of 2010.

According to the Union Minister of Commerce & Industry, Shri Kamal Nath, the organized retail

sector is expected to grow to a value of Rs. 2,00,000 crore (US$45 billion) and may generate 10

to15 million jobs in next 5 years. This can happen in two forms- 2.5 million of these people may

be associated directly with retailing and the rest 10 million people may be gainfully employed in

related sectors that will be pulled up through the strong forward and backward linkage effects.

However to compete in this sector one needs to have up-to-date market information for planing

and decision making. The second most important requirement is to manage costs widely in order

to earn at least normal profits in face of stiff competition.


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ABOUT WESTSIDE

This story began circa 1998 when the Tatas acquired Littlewoods a London based retail chain.

Westside was established in 1998 as a part of TATA group, Trent Ltd operated Westside, one of

the Indias largest and fastest growing chains of retail stores. The Westside stores have numerous

departments to meet varied shopping need of consumers. These include mens wear, womens

wear, kids wear, footwear, cosmetics, perfumes, handbags, household accessories and gifts. The

company already established 49 Westside departmental stores in Ahmedabad, Bangalore,

Chandigarh, Chennai, etc. The company hopes to expand rapidly with similar format stores thatoffer fine balance between style and price retailing.

Westside has carved a niche for its brand of merchandise creating a loyal following. With variety

of designs and styles , everything at Westside is exclusively designed and the merchandise

ranges from stylized clothes, accessories , footwear for men , women and children.


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BLACKBERRY

Vision statement

A ceaseless endeavor to delight the fashion forward customer with great style and care teamed

with speed and innovation.

An overview of our businesses

Established in 1991 Blackberrys is one of the leading formal wear brands in India. Identifying a

potential in branded structured clothing for the changing needs of the Indian male, over the

years, Blackberrys has established itself as the manufacturer of trousers, suites and jackets and

gradually completed the wardrobe look with shirts, and accessories. The model is based on adesign conscious, product delivery system with a strong back up of global and local sourcing.

Catering to the self assured and confident youth, we stand for innovations in product and have

created a strong image of Sharp Edged Clothing. The brand has a high recall value and is

perceived a premium clothing brand and has been documented in various trade surveys as The

Best FIT.

Blackberrys is equipped with the latest technology of manufacturing in 3 factories.

The 22000 sq. ft plant has been specially designed for the manufacturing of suits and jackets

produce 500 units per day and 1200 formal trousers and 1500 casual trousers per day. A trueassembly line system of production with latest technology in computerized sleeve setters,

automatic pocket welting machines, differential feed machines, and specialized press finishing to

facilitate a very high level of consistent quality.

Today Blackberrys can be accessed across India through about 900 plus retail outlets, 125

company owned showroom and all large format stores like shoppers stop, lifestyle etc.


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MY FINDINGS IN WESTSIDE FOR BLACKBERRY

I visited WESTSIDE situated in Malad West Link Road in Infinity Mall for my research

findings. There at the customer desk counter we first met the Sales Manager Ms.Amreen sheikh

who was the heading the Sales of this store. I introduced myself and explained what I exactly

wanted from her through this research. She was actually busy that day and so she gave me an

appointment for the next day. The next day I went there and she introduced took me to the

section of Mens wear and there I met Mr.Vinay Pandey who was responsible for Blackberry

Brand. The following questions were asked by me:-

1. How much retail space have you allotted for this brand?

The total space allotted to this brand is 1200 sq.feet of the total mens wear section and

overall the menswear section is spread across to approx 6500 sq.feet

Menswear

84%

Blackberry16%

RETAIL SPACE


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7. How much time does it take for the re-ordered stock to get updated on the shelf?

It takes three days from the day of re-order because if we order today we get the stock the

next day and that day we see the order check it whether there is any defect or any otherproblem and then stock it on shelf. So atleast 3 days are required. Therefore we re-order 5

days before so in total we have more 2 days left with us.

8. How many employees in this store work for this brand?

He said that total of 10 employees are working only for this brand and 2 employees that

is the store manager and sales manager also keep themselves updated.

9. Does Blackberry have any seasonal implications?

He said that Blackberry specially targets Business class people and Party wear. So in case

of Party wear the brand has a little seasonal impact but the sales for employees and office

going people does not have much seasonal effect.

10.How do you calculate your profit for the brand? Is it Unit based or Wholesale stock

based?

He refused to answer this question

11.What kind of visual merchandising are you doing for the Product?

The visual merchandising was done very formally that very well suited the brand. The

store in overall has yellow lighting while blackberry was seen in white colour lighting

and had a separate section all together in wooden flooring and it was also eye catching

because it was exactly at the starting of mens wear section.

12.What is the total cost incurred by the store on visual merchandising?


13.Do you have any sales promotion strategy for this brand? Who decides the promotion

strategy?

He said that we had buy 2 get 1 free offer in blackberry and we also offered additional

5% discount to those who are members and hold the membership card of westside.

Currently we have 25% off in the manner that purchase one and get second at 25% off.

So we keep different promotion strategies as per the season. The promotion strategy is

decided by the marketing department and this promotion campaign is then same for all

the stores.


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14.What is the Unique Selling Proposition of this brand according to you?

He said that the most important thing that this brand owns is that the quality of the cloth

is 100% cotton and so it is priced high as compared to others. Another important thingthat this brand has that is the fitting of the clothes in this brand is far different and the

best and so customers who purchase this product once will become loyal to it. So thats

the most unique selling proposition acoording to him.

15.Do you provide any after sales service for the customer?

Yes , we do have after sales facility for customers in case of defects, provided customers

gets the product within 15 days of purchasing, and in return we provide credit facility

which is valid for 6 months of time in which customer can buy any product of their

choice.


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iD Shoes

iD Smart Casuals, the most striking range of footwear to hit the market happens to be an offeringfrom M&B Footwear Pvt. Ltd., the robust footwear major operating in the Indian and the

overseas sector.

iD footwear and sparparts, epitomizes the aspiration and attitude of the contemporary youth and

their mind set, which now more than often looks at avenues that are a bit over the edge and go

beyond the other available mundane options.

iD was conceived to float and promote a cutting edge, fashion brand that operates consistently on

differentials. iDs ongoing brand building exercise too has been stimulating as it continues to

adopt a visible leadership stance in the category cautiously explored by its promoters and

marketing team.

On 22nd November 2006, iD launched its first ever exclusive store in the city of Mumbai at The

Atria Mall in Worli. The inauguration of the store was done by Zayed Khan, popular cinestar and

unveiled iDs Fall Winter 2006 collection.


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Since this store, iD gained a lot of attention of youngsters in Mumbai and since then this brand

has been producing the best innovative designs and has given a true competitive edge in the

footwear segment in India.

MY FINDINGS IN WESTSIDE FORiD Shoes

I visited WESTSIDE situated in Malad West Link Road in Infinity Mall for my research

findings. There at the customer desk counter we first met the Sales Manager Ms.Amreen sheikh

who was the heading the Sales of this store. I introduced myself and explained what I exactly

wanted from her through this research. She was actually busy that day and so she gave me an

appointment for the next day. The next day I went there and she took me to the section of

Footwear and there I met Mr.Viraj Gada who was responsible for Id shoes. The following

questions were asked by me:-

1. How much retail space have you allotted for this brand?

The total retail space for footwear section is 3500 sq.feet out of which iD has 900 sq.feet

Footwear

80%

iD Shoes

20%

RETAIL SPACE


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2. What is the total stock kept for this brand?

There are different names given by the company to different types of design.

The total stock for the brand is as follows:-

3. How many suppliers do you have for this brand?

He said that we have only one supplier for this brand and that too to avoid any

duplication we import the shoes. So we have only our one trusted supplier. Name of the

su[pplier was not disclosed by him.

4. What is your monthly estimated sales for this brand?

He said that they do not estimate the sales because these shoes are fashion shoes and it is

liked by only youngsters and so as per the company policy we need to sell atleast 15 units

in a month. So we have to sell two pair of shoes a day and that is the mimum

requirement.

5. Does your estimated sales meet your actual sales?

We generally are able to sell more in the festivals and party seasons. So mostly we are

able to meet our minimum requirement in peak seasons. Otherwise sometimes we are

able to meet and many a times we do fail.

0

5

10

15

20

25

30

35

TIGER FLY FIGO ICON CANVAS

STOCK

Series1


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6. How frequently do you re-place the stock?

Our stock replacing policy is 5 months, as we have shoes that are made keeping in mind

innovative designs so we usually keep changing the pattern after 5 or 6 months. So

minimum 5 months is what we have to keep on rotation basis. After 2 months we rotate

the leftover stock to other location and stock from there comes here. So the customer gets

to see new shoes after 2 months. In this manner we have our operations.

7. How much time does it take for the re-ordered stock to get updated on the shelf?

The re-ordered stock gets updated on the shelf after 5 days from the point of order. The

time is because the ordering is done from outside India so it takes one day for coming

through cargo and then gets dispatched to our central purchasing unit in Mumbai and thencomes to the store. So we have to keep a margin of one day additional.

8. How many employees in this store work for this brand?

We have 4 employees for this brand adding the store manager and sales manager it

becomes 6 in total as they also keep an updated information with them.

9. Does iD shoes have any seasonal implications?

Yes we do have seasonal implications in case of rainy season as the shoes we have are

not suitable in rainy season. So usually in rainy season the buyers are less and hence werecover this slack period in other seasons where the sales are good

10.How do you calculate your profit for the brand? Is it Unit based or Wholesale stock

based?


11.What kind of visual merchandising are you doing for the Product?

The shoes were placed upright on a florescent green colour glass shelf. The section had

violet colour focused light and was withstanding others because the colour combinationalongwith the different kind of patterns in shoes that it had completely stood out of other

brands. Taking photograph was not allowed in the store. So couldnt be shown.

12.What is the total cost incurred by the store on visual merchandising?

He said that out of the revenue the company generates, total of 2% goes into visual

merchandising and marketing the product.


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13.Do you have any sales promotion strategy for this brand? Who decides the promotion

strategy?

We do not have any special sales promotion strategy for the brand but its just that our

promotion is the unique design that we have and that is the only thing that we promote.

We do not have any discount offers at present. We only have discount of 20% in off

season sale. However, additional 5% discount is given by the store for card holders.

14.What is the Unique Selling Proposition of this brand according to you?

The most important thing about our brand is that it has its unique design and comfort

which entails it to have its USP in its design.

15.Do you provide any after sales service for the customer?

Yes, we do have after sales service. If any defect is found from 15 days of purchase then

a replacement is offered of the same to the doorstep within 10 days. The customer is also

given a 1 year warranty in case of any other problems.

BIBLIOGRAPHY

www.mywestside.com/

www.idfootwear.com/

http://www.economywatch.com/business-and-economy/indian-retail-industry.html

Field survey at Westside, Infinity Mall, Malad W.

THANK YOU!!

Documents

Final Report Westside