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O V

V  
 
OO Company Profile 
O
aission Statement 

i a
  




O Segmentation, Targeting and Positioning 


mour P͛s of aarketing 

 Product 

 Price 

 Place 

 Promotion 

 aarketing Strategies adopted by Westside 

 SWOT analysis of Westside 









   

Style, affordable prices, quality: these are the factors that have shaped
Westside͛s success story in the retail fashion stores business
Westside was established in O as part of the Tata Group Trent Ltd
operates Westside and it is one of India's largest and fastest growing chains of
retail stores
This story began circa O when The Tatas acquired p

 ʹ a London
based retail chain This acquisition was followed by the establishment of Trent
Ltd (a Tata enterprise that presently operates Westside) Littlewoods was
subsequently renamed Westside

In a rapidly evolving retail scenario, Westside has carved a niche for its brand
of merchandise creating a loyal following Currently, the company has O
Westside stores measuring O,000-0,000 square feet each across

cities

With a variety of designs and styles, everything at Wes tside is exclusively

designed and the merchandise ranges from stylized clothes, footwear and
accessories for men, women and children to well-co-coordinated table linens,
artifacts, home accessories and furnishings Well-designed interiors, sprawling
space, prime locations and coffee shops enhance the customers͛ shopping
experience

The Westside stores have numerous departments to meet the varied shopping
needs of customers These include aenswear, Women͛s wear, Kid͛s wear,
mootwear, Cosmetics, Perfumes and Handbags, Household Accessories,
lingerie, and Gifts

The company has already established O Westside departmental stores

(measuring O,000 - 0,000 square feet each) in Ahmedabad, Bengaluru,
Chennai, Delhi, Gurgaon, Ghaziabad & Noida (to be considered as O city),
Hyderabad, Indore, Jaipur, Kolkata, Ludhiana, Lucknow, aumbai, aysore,
Nagpur, Nashik, Pune, Rajkot, Surat, Vadodara and Jammu The company
hopes to expand rapidly with similar format stores that offer a fine balance
between style and price retailing

‘

 


 
 


w Westside was awarded the ͞aost Admired Retailer of the Year͟ in the
Department Store category at the recently held Images Retail Awards

00 
w Westside launches ͚KIDSWEST͛ in Delhi, Bangalore & Pune in
00
w Balanced Scorecard Hall of mame
w India Brand Summit ʹ Brand Leadership Retail
 w ImA Visionary of the Year Award,
00
ʹ ars Simone N Tata
w aost Admired Large mormat Retail Chain of the Year - Lycra Images
mashion Awards
00
w NDTV Profit Business Leadership Awards
00 - Retail Category

Westside, Tata͛s leading chain of retail stores encourages emerging Talent of

the fashion industry and provide them a mass retailing platform through its
DESIGNER DEVELOPaENT PROGRAaaE (DDP) It selects designers from
Lakme mashion Week͛s Emerging Category

These designers mentored by an established designer go on to create an

exclusive designer prêt for Westside A concept pioneered by Westside; this is
a significant step to bridge the gap between exclusive designer wear and the
fashion conscious Indian consumers This program provides young designers an
opportunity to work with a renowned fashion retailer and access to a large
consumer base
 a

 

͞    a 



     


    


  
͟

Policy of Westside
͞The policy of Westside group is to satisfy the customers with a variety and
quality line of products ͟

In order to achieve this goal, Westside has developed a comprehensive

understanding of customer͛s needs and strive to win their confidence, and
offer them best-in-class products and services at affordable prices

It is the aim of Westside to be in the forefront of fashion and services and

anticipating and exceeding the expectations of its customers

It strives to continue to scale new heights of excellence through teamwork in

an atmosphere that encourages creativity and innovativeness Its leadership
will be the product of styling, quality and service consciousness

It is the policy of Westside to satisfy its customers with the range, quality and
value of the products that it offers However, if they are dissatisfied with any
item that they might have purchased they take the necessary measures to
assist them They expect the Customers to return unused merchandise along
with its receipt within 0 days; they would exchange the returned items or give
the customers a complete refund In the event that they do not have the
receipt they would offer them an exchange or provide them a gift voucher to
the current or last known selling price
 aARKETING STRATEGY

c 

  






The age group of people visiting the store is in between O -0 (Upper middle
and middle class) The attraction of the shopping is basically the female
population The movement of men͛s apparels is also due to the ladies buying
for the men


a   
aiddle Class to Upper aiddle Class

  :
Kids (Infants -O years),
Youth (O years to
O years
women and men (O years to 0 years)


   
͞mashion at affordable pricing͟
Westside is increasing brand awareness among consumers, and enhancing the
image of Westside as a retailer offering fashionable p roducts at affordable
prices
Analysts attributed Westside's success to its focus on styling, affordability and
quality, and its retail model
By retailing own Westside brand it is being able to eliminate intermediaries
and therefore offer better prices Westside is unique with its own brand of
merchandise, which is trendy and individualistic It caters to the shopper who
values not just the product but the total shopping experience

 
 m  
   

 

Westside stands out from the competition for a variety of reasons One is that
a majority of the brands the it stocks and sells are its in-house Brand
͚Westside͛ unlike retailers who store multiple labels

These include aenswear, Women͛s wear, Kid͛s wear, mootwear, Cosmetics,

Perfumes and Handbags, Household Accessories, lingerie, and Gifts

mor women, there are casuals, formals and chic Indian wear The range has
great depth spanning from basic clothing to very trendy wear Unlike a lot of
stores, the range at Westside caters to a wide age group and takes into
account differing tastes and requirements We offer accessories as well, such
as handbags, jewellery, scarves and hair accessories

In menswear, the range goes from formal to casual and sporty And, pricewise,
it extends from the value to the premium segment

Kidswear at Westside is designed to follow international trends; it is uniquely

styled, whether you opt for the dressy, smart or casual

Corporate clothing is a major component of Westside merchandise The

emphasis here is on the three Cs: comfort, crispness and coordination, and the
goal is to provide the complete corporate look, where color, clothes and
accessories are mixed and matched in a manner that creates harmony
between the person and the clothes he or she wears

Gia, Westside͛s brand for larger-sized requirements, was the outcome of one
such need

Westside has recently expanded its range of merchandise by offering outfits

from some of India͛s best known fashion designers, among them Wendell
Rodericks, Anita Dongre, Krishna aehta and aona Pali This is an interesting
marketing shift, since it means moving away from the chains only-our-own-
brands concept

a Casual
mormal
Sports
‘
: Indian Wear
mormals
Casual
Sports
Plus Size

: Infants (0-
years)

Junior (
- years)
Seniors (-O years)

 

 
: Revlon, Chambor, Bourjois

 : Handbags, Scaves,

: Westside

‘

w
mU
w SRC
w Gia
w Urban angel
w Intima
w David jones
w Ascot
w Black berry
w Lee
w Spykar
w Provogue


 

w Gia

:

w miorelli
 

w ID
w Provogue
w Lee Cooper
w Westsports
w Head over Heels
 

w Westside
w Kalgi
w Titan
w !uni
w Esprit
w mast Track
w Pierre Cardin
 
  

a Casual: Rs- Rs  (Approx)
mormal Shirts: Rs  ʹ Rs O00
Blazers: Rs 00 onwards
Trousers: Rs - Rs O
Sports: Rs  onwards
Nuon: T-shirts: Rs O
Jeans: Rs 
Trousers: Rs 

‘
: Indian: Rs  onwards

Western: Rs O onwards
Sports: Rs  onwards

: Infants (0-
years) ʹ Rs O onwards

Junior (
- years)- Rs O onwards
Seniors (-O years)- Rs O Onwards


 aen͛s ShoesRs
00 onwards
 Women͛s SlippersRs  onwards 
 
 

Westside has over O departmental stores measuring O,000 - 0,000 square
feet each in across
 cities as follows:
Ahmadabad, Bengaluru, Chennai, Delhi, Gurgaon, Ghaziabad & Noida,
Hyderabad, Indore, Jaipur, Kolkata, Ludhiana, Lucknow, aumbai, aysore,
Nagpur, Nashik, Pune, Rajkot, Surat, Vadodara and Jammu


  

O Club west card program:
Club West is a two tier program which consist of Club West Classic and Club
West Gold
a Club West Classic: A purchase of Rs
000 on same day entitles a
complimentary membership into Club West Classic Alternately
you can enroll by paying a nominal fees of Rs O0/

b Club West Gold: A purchase of Rs 000 on same day entitles a

complimentary membership into Club West Gold

Club West is a customer loyalty programme launched in aay
00O The

0,000-plus members of this club get rebates at restaurants and on holiday
packages from the Taj Group of Hotels, home delivery of alterations, and best
of all, special shopping hours on the first day of any discount sales event
organized by the chain
 
I Earn points every time you shop at Westside These points can be
exchanged against subsequent purchases made in the store
II A dedicated Clubwest desk for a member's assistance at each of the
stores
III Exclusive shopping hours only for members during sales
IV Unprecedented access to a host of privileges and services through our
exclusive tie-ups from time to time
 V Advance intimation of all in-store promotions and special offers through
direct mailers
VI Special discounts
on
a dining at
select
b restaurants
round
c the year
VII View points online
VIII Validity at all stores

mashionlogy
Westside has launched a new ad campaign titled 'fashionlogy' The
campaign is designed to provide the buyer with not just clothing, but
also guides and aid on dressing smart, styling and accessorizing The
campaign sees on-ground activities and promotions designed to interact
with the consumer about their style It includes women͛s corporate
wear, girls wear, glam denim
 An assured return-and-exchange policy reinforces customer confidence
in the chain

 Westside does its regular brand building through advertisements in the

media with brand ambassador Yuvraj Singh and other young models;
more important are its in-house promotions, which peak during the
three main festive seasons: summer, Diwali and Christmas The
promotions are mostly theme based, with decorations to match, live
bands and other attractions

 Gourmet West:
A range of dining discounts at select multi-cuisine restaurants to its
Clubwest aembership Card holders at any of the participating
restaurants
for exclusive discounts and offers on food and beverages, courtesy of
Westside
 Online newsletter:
O Get useful information and tips about the hottest styles and the
latest trends

Get to know about different Westside Products
 Update on Westside offers, events and other exciting stuff, free
shopping vouchers, Westside Gift hampers, etc

 It provides post purchase service including shipping & delivery, gift

wrapping, adjustments & returns, alteration & tailoring
aARKETING STRATEGIES ADOPTED BY WESTSIDE

w      
    - the amount of
time shoppers spend in a store is perhaps the single most important
factor in determining how much they will buy

w     - On entering a store, people need

to slow down & short out the stimuli which means customer will likely
be moving too fast to respond positively

w  !
 
 - put the most popular products up front

to reward busy customer & encourage them to look more

w ‘
!
 -A customer especially a woman is

far less likely to buy an item if her derriere is brushed by any other
customer
 
  



c

 ‘ 



 
w Growing at the faster pace w      



w Brand name of TATA͛s
w    
     
  
w Good customer base

w Apparels are cheaper w    !    




w    
 
  w 
  


    


 "


w uality and branded stuff only

w Lack of differentiation

w Location advantage w 2  
 
!

   

 
 

 

w Huge untapped market w Competition from organized retail
players
w Rising disposable income
w Competition from local retailers

w Urbanization