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PRESENTED BY-
Bhawna Upadhyay
Overview of the company
Lilliput is a known kids wear manufacturer in India started in 1991 by Mr. Sanjeev
Narula
Stores outside the country Bahrain, China, Egypt, Saudi Arabia etc
Sample Size:
In order to collect a fair amount of primary data, 28 Lilliput stores across different
locations were visited.
In order to collect primary data for final consumers, from each of the above mentioned
stores were interviewed.
SCOPE:
DURATION: The estimated time to meet the objectives of the project was
2 months.
AREA COVERED: Delhi, Noida, and Ghaziabad
ANALYSIS OF SURVEY
FOOTFALL’S ANALYSIS
NO OF FOOTFALLS
•Nothing entertaining could be found for the kids while their parent’s were at shopping for
their kids.
•Lilliput loyal customers contributed 12% of total sales during the time of recession that is
after November.
•During the past years it could be seen that company has not provided any promotional offers
to their customers which is very important source for building a long lasting relationship with
them.
Impact of recession on Lilliput kid’s wear
•As per the findings during the month of October, November, December the
footfalls have declined
•Till last year Lilliput provided 50% discount to their customer but as they were
aware with the situation they increased their discount by 20%.
•The company went for the cost cutting that is they removed the guards from the
stores.
• The company also stopped the production of their certain garments which were
expensive.
CONCLUSION
The kids’ wear market, which has been assessed at Rs13,000 crore with Rs 3,000
crore being branded, can easily be described as the next growth industry with a
large young working population and increasing number of double income families
with high disposable surplus.
Additionally, kids are highly self conscious and can be easily affected by peer
pressure, at a very young age, and thus can be very demanding, often at the cost of
the parent’s peace of mind if not their pockets.
The analysis also shows that price of the clothes is a major deciding factor in the
purchase of the apparel along with the design and the fabric used. Thus, it is
important for the company to focus on these areas to increase their sales. The order
of the day is quality and smart clothing at reasonable prices.
In the kid’s apparel market, the large variety, segmented customer profile and
changing tastes plays a big role. Also, the children’s buying behavior, influence of
parents and media makes a huge difference in the purchase decision.
One needs to watch one’s every step while entering a crowded and competitive
market. Market research and consumer insight led branding is the need of the
moment.
THANK YOU