Presented by:

Sameer, Abhinandan, Shreya, Trishant, Rohit, Inamdar.

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Explore endless possibilities with

Westside

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 Story began circa 1998 when TATA acquired LITTLEWOODS a London based retail chain Acquisition was followed by establishment of Trent Ltd. LITTLEWOODS was subsequently renamed WESTSIDE WESTSIDE has carved a niche for its brand of merchandise creating a loyal following Has garnered numerous accolades like Indian brand summit, most admired format retail chain etc

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Contd
The store sizes range between 1500030000 sq. feet. Annual Sales for 2010 was Rs. 543 cr. With net profit of Rs. 40 cr.

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

There is huge price band.

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Westside as a Brand
The name itself gives an upbeat feel. The stores are designed to convey this message.
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Place strategy
Chain of stores mainly functioning in malls. Stores mostly located very near its competitor. Products distributed from Mumbai headquarter. Stock replenishment done mainly on Fridays.

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Place strategy Contd

Product availability mainly depends on the city of operations. Opening of exclusive store to women, keeping in mind that, women form the biggest and most loyal customer base for them.

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Product Strategy
Has about 7-8 product category. Displays majorly inhouse brand. Has tie-ups with other brands.
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Product Range Mens Wear and Accessories. Womens Wear and accessories. Kids Wear. Crockery and Kitchen. Daily Necessities. Branded Jewellery Gift items. Furniture. Footwear. Interior decoration.
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 To earn high profit margins on Private Labels Brand Grab the opportunities to stand out from the crowd International retailers using own label brands To control on quality of the product To offer unique valuable product to customers

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Product Positioning
Positioned as 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 qualityproduct-at-a-reasonableprice feelings
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Division
Women Wear
Western formals, casuals and ethnic wear Range had great depth Designer clothing introduction

Kids wear
Sporty and international look Catered to wide age group : infants to teens For girls Gypsy ,Sporty , guns n roses line For boys skull and stud lines

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Cont.
Mens Wear Formals, casuals, ethnic ,sports wear, part wear Latest styles Household Towels, bathroom sets etc Well coordinated, allowed mix n match New introductions each week

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Cont.
Gift Section Diyas , terracotta pots ,urns Range of furniture Utility In wrought iron and rope : magazine racks , stools , etc

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 Fashion at affordable pricing

Focus on 2 parameters style and affordability Total advertising spend 8% of sales

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

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RETAIL OUTLETS
Strategy
Westside decided to push its own brands to earn high margins as they had more control over the manufactures, quality and distribution. By selling the products under Westside brand, the company was able eliminate intermediaries and hence intermediaries commission was saved that leaded to higher profits.

Problems Faced
Expensive real estate: To save costs on real estate, Westside decided to get shop-space on lease. Difficult task to find spacious locations in showrooms in metros. Westside adopted a free form of retail outlet also known as boutique outlet.

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Contd.
Stocks
Each store on average stored 30,000 SKUs of different products. Merchandise sourced from 250 exporters from Delhi , Mumbai and Bangalore. Centralized buying for all products except cosmetics and perfumes to avoid sales tax. Carried 63 days of stock days.

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Services and Store Atmosphere

Pre-purchase services include accepting telephone & mail orders, advertising, window & interior display, fitting rooms, fashion shows. It provides post purchase service including shipping & delivery, gift wrapping, adjustments & returns, alteration & tailoring. It also provides ancillary services including general information , check cashing, parking, restaurants, repairs, interior decorating, credit etc.

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Customer Services and Privileges

Well-designed interiors, sprawling space, prime locations and coffee shops enhance the customers shopping experience.

Policy is to satisfy customers with the range, quality and value of the products .

If Customer is dissatisfied with any item they purchased, Westside would take the necessary measures to assist them.

In the event that customer do not have the receipt , then they would offer them an exchange or provide them a gift voucher to the current or last known selling price.

Westside have complete confidence in the quality of their merchandise however customers should have any grievances, they would be happy to address them once they are brought to our attention.

Customers can return unused merchandise along with its receipt within 30 days; They would exchange the returned items or give a complete refund.

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Shopper found dead in local store; cause of death boredom

Stanley Marcus, Chairman-Emeritus, Neiman Marcus

No other variable in the retailing mix influences the consumers initial perceptions of a bricks & mortar retailer as much as the store itself. The store is where the action is and includes such minor details as the placement of the merchandise.
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Visual Merchandising
The artistic display of merchandise and theatrical props used as scene-setting decoration in the store

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Store Front Design

Storefronts must: Clearly identify the name and general nature of the store Give some hint as to the merchandise inside Includes all exterior signage In many cases includes store windows an advertising medium for the store window displays should be changed often, be fun/exciting, and reflect merchandise offered inside

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Lighting
Important but often overlooked element in successful store design
Highlight merchandise

Capture a mood
Level of light can make a difference

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Color
Can influence behavior
Warm colors increase blood pressure, respiratory rate and other physiological responses attract customers and gain attention but can also be distracting Cool colors are relaxing, peaceful, calm and pleasant effective for retailers selling anxiety-causing products

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Sound & Scent

Sound
Music viewed as valuable marketing tool Often customized to customer demographics Can use volume and tempo for crowd control

Scent
Smell has a large impact on our emotions Victoria Secret, The Magic Kingdom, The Knot Shop Can be administered through time release atomizers or via fragrance-soaked pellets placed on light fixtures

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Promotion Strategy

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PROMOTIONAL STRATEGIES
Two parameters: style and affordability External communications through advertising Great shopping experience Based on theme like mix and match , live bands and other attractions By giving scratch and win cards during festive season Advertising contract with leading personalities Offered CLUBWEST loyalty cards
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promotions and special offers through direct mailers.

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Problems faced by Westside Target customer base changed over time. Not much shelf-space is given to the International brands. Customer preferences are changing from in-house labels to international brands. Lesser media promotions.

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Competitors
Pantaloons Ruchis Big life Maxx Shoppers Stop Globus Big Bazaar LifeStyle
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COMPETITIVE ANALYSIS
STORES
POSITIONING

SHOPPPE LIFESTYL RS STOP E

EXCELLENT TRENDY, SHOPPING YOUTHFUL & EXPERIENCE VIBRANT BRAND

WESTSIDE GLOBUS
STYLE & EXCELLENT SHOPPING AFFORDABILIT EXPERIENCE Y

FORMAT TYPE

MULTIBRANDS {BRANDS & PVT LABELS}

Shopping experience Affluent Customers

MULTIBRANDS

EXCLUSIVE TATA TREND GROUP ONLY

Affordable Style Middle Class

BRANDS AND PRIVATE LABELS

LATEST FASHION AND STYLE Upper Class Page 41

PITCH

Latest fashion

Target Customer

Affluent Consumers

Thank You
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