Submitted : To : Prof. Ritu Arora By : MBA (2010-1012)

Project on Retail Trends in Ahmedabad

Developed by

Name:

Reg. No.:

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7 Ps in Retail (Ahmedabad) A comparative analysis

Batch code Start date:

:PGPBS 2010-2011 End date:

Name of coordinator : RITU ARORA Name of student :

Date of submission

: 26th April , 2011

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ACKNOWLEDGEMENT

Through this acknowledgement, I express my sincere gratitude towards all those people who have helped me in the preparation of this project , which has been a learning experience .

I appreciate the co-operation extended by the management and staff of the various retail outlets visited .

A have benefited a lot from the feedback and suggestions given to us by my mentors.

Finally I accept my sincere thanks to Professor RITU ARORA who guided me throughout the project and gave me valuable suggestions and encouragement.

Signature :

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ContentsSr no. 1 2 3 4 5 Particulars Global retail scenario Indian retail scenario Major players Service marketing mix Segments covered Food and Beverage Mc Donalds Caf Coffee Day Barista Page no.

Clothing and Textile Big Bazaar Pantaloons Westside

Jewellery and Watches TBZ Titan watches Gitanjali Jewellers

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Sources of information Bibliography

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Global Retail scenarioRetailing means, directly selling many goods or commodities and services to the consumer. Retail business involves selling commodities from a retail store, online orders, through vendors and so many other polices. Retail Business is a global business. Retail business grew between 25% - 30% percent in India and 13 percent in fast growing economies China and Russia. Global retail industry has been expanding to new markets for a few years now. It is not a secret that retail business is one of the most actively developing sectors of national economy. Besides territorial extension retail chain now tends to create new formats of retail outlets in order to gain more customers. With the increase in the purchasing power of the people the retail business is sure to flourish. Retail business is all about the study of the relationships of customer satisfaction, customer loyalty, and profitability: By retails business we mean a lot of things right from banks to a shop at the door step, no matter how big or small the business is, it all runs on the basic principles of customer satisfaction, customer loyalty, and profitability. Today, with the customers being provided with an array of choices, is the king. He can choose what to buy what not to buy and from where, so a good retailer will always strive to achieve the maximum customer satisfaction. After the customer satisfaction comes the loyalty to the customer, which plays a major role in bonding and cementing the relationship of the retailer and the customer. Last but not the least is the profit part, which without saying is the most important aspect of any business. As a matter of fact various studies and researches have shown that a retail business has been said to derive more profits than any other form of business, primarily because the cost involved is not very high. Probably that is one of the reasons why all the giants of any

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industry are going retail. We are covering here the global retail industry or global retailing area's.

Retail scenario in IndiaRetail in India is still at a very early stage. Most retail firms are companies from other industries that are now entering the retail sector on account of its amazing potential. There are only a handful of companies with a retail background. Their achievement has led to the arrival of numerous other players, most with the backing of large groups, but usually not with a retail background. Most new entrants to the India retail scene are real estate groups who see their access to and knowledge of land, location and construction as prime factors for entering the market. New retail stores have traditionally started operations in cities like Mumbai and Delhi where there has been an existing base of metropolitan consumers with ready cash and global tastes. The new perspective to this trend is that new entrants to the retail scenario should first enter smaller cities rather than focusing entirely on the metros. Spending power in India is not concentrated any more in just the 4 metros (Delhi, Mumbai, Chennai, Kolkata). Smaller but upcoming cities like Chandigarh, Coimbatore, Pune, Ahmedabad, Baroda, Trivandrum, Cochin, Ludhiana, Simla etc will fast be catching up to the metros in their spending capacity. Cities in south India have taken to the supermarket style of shopping very eagerly and so far the maximum number of organized grocery and department stores are in Chennai, Bangalore and Hyderabad. The north has a long way to go to come up to par. International stores now prefer to gauge the reaction of the public in these cities before investing heavily in a nation-wide expansion. Milou, the Swiss childrens wear retailer, recently opened up its first store in Chennai, bypassing Delhi and Mumbai. Besides the urban market, Indias rural market has just started to be seen as a viable option and companies who understand what the rural consumer wants will grow to incredible heights. The bulk of Indias population still live in rural areas and to be able to cater

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specifically to them will mean generating tremendous amounts of business. Business, specifically retail business must focus on the most important factor in the Indian mind-set----Value for Money. Indian consumers are ready to pay almost any amount of money for a product or service as long as they feel they are getting good Value for Money. This is often misconstrued as being tight fisted or interested in lower priced and/or lower quality products. In the past decade, international companies entering India (Levis, Pepe, Tommy Hilfiger, Marks and Spencer, Mango) have generally offered moderately priced to expensive items. They have aimed for the upper-middle and rich classes of Indian society. These are consumers who travel abroad often and can buy these items overseas quite easily. Instead, international companies should be focusing on the lower and lower-middle classes of India. This is where the real potential is, the aspirational class of consumers who want to lead a better lives and believe in education, hard work and absorb knowledge from every possible angle. The phenomenal success of Big Bazaar, Pantaloons version of Wal-Mart, is proof that there is enormous potential in providing products and services to this class of consumers. Indians are very curious by nature and will try everything at least once before rejecting it. A company entering India cannot have just one game plan to apply to the entire country as the people, their tastes, the lifestyle, the budgets etc are all too divergent. International entrants must enter each market specifically focusing only on that area to be successful. Metros: Delhi, Mumbai, Chennai and Kolkata Second rung but will soon outpace metros: Hyderabad, Bangalore, Ahmedabad, Gurgaon, Pune, Baroda Small and developing fast: Chandigarh, Coimbatore, Trivandrum, Faridabad, Ludhiana, Cochin, Simla, Mysore

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Major players

Shoppers' Stop Westside (Trent) Pantaloon (Big Bazaar) Lifestyle RPG Retail (Foodworld, Musicworld) Crossword Wills Lifestyle Globus Piramals ( Pyramid & Crosswords) Ebony Retail Holdings Ltd.Cafe Coffee Day Barista Life Style Group McDonalds Titan Tanishq

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Service marketing mix

The service marketing mix comprises of the 7ps. These include: PRODUCT 11

It is a tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors. PRICE The price is the amount a customer pays for the product. PLACE Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. PROMOTION Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. PEOPLE Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organization wants to obtain a form of competitive advantage. Consumers make judgments and deliver perceptions of the service based on the employees they interact with. Staff should have the appropriate interpersonal skills, aptitude, and service knowledge to provide the service that consumers are paying for. PROCESS Refers to the systems used to assist the organization in delivering the service. An efficient service will foster consumer loyalty and confidence in the company.

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PHYSICAL EVIDENCE Where is the service being delivered? Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization. If you walk into a restaurant your expectations are of a clean, friendly environment. consumers make perceptions based on their sight of the service provision which will has an impact on the organizations perceptual plan of the service.

SEGMENTS COVERED

Food & beverage

Clothing and textile

Jeweler & watches

Mc Donalds

Big bazaar

TBZ

CCD

Pantaloons

Titan watches

Barista

Westside

Gitanjali Jewelers

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Food and Beverage

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Mc Donalds

CORPORATE PROFILE The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee." Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs. The first McDonald's restaurants opened in the United States. With the expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics and consumer responsibility.

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THE 7 P's Of Mc DONALDS' PRODUCT Mc Donalds product portfolio primarily comprises of vegetarian and non-vegetarian burgers. The vegetarian burgers like Veg surprise, salad sandwich, Mc Aloo Tikki Burger, Mc veggie burger are offered to the customers. Non-vegetarian burgers include Chicken Mc grill, Mc chicken burger, Fliet of fish and chicken maharaja burger. Along with these french-fries, veg pizza mc puff, wrap chicken Mexican, wrap paneer salsa, potato wedges, soft serve pineapple and choclate ice creams, Mc swirl soft drinks, coffee and Mc shakes are also offered to increase the variety in the product portfolio. Mc Donalds also provides mean combos with medium fries and medium soft drink, happy meal with small soft drink, economic meals with small soft drink and value meals with potato wedges and small soft drink. PRICE Items vegetarian burgers Wrap paneer salsa Wrap chicken Mexican Soft serves non vegetarian burgers Medium French fries potato wedges soft serves mc swirl medium soft drinks medium shakes PLACE Mc Donalds outlets are very evenly spread throughout the NCR region. Mc Donalds does Price (in Rs.) Rs 20 and Rs 48 Rs 45-50 Rs 55 Rs 35 Rs 65 Rs 28, Rs 20 Rs 45 Rs 12 Rs 20 Rs 40

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offer home delivery but its outlets are very readily accessible. Mc Donalds also offers take away drive through facilities. PROMOTION Initially Mc Donalds prime focus is on targeting children. In happy meals too which are targeted at children small toys are given along with the meal. Apart from this, various schemes for winning prices by way of lucky draws and also scratch cards are given when an order is placed on the various mean combos. In fact, the various economic meals and value meals also signal to the customer that buying separate items results in greater value for money for the customer. PEOPLE The employees in Mc Donalds have a standard uniform and Mc Donalds specially focuses on friendly and prompt service to its customers from their employees.

PROCESS The food manufacturing process at Mc Donalds is completely transparent i.e. the whole process is visible to the customers. In fact, the fast food joint allows its customers to view and judge the hygienic standards at Mc Donalds by allowing them to enter the area where the process takes place. The customers are invited to check the ingredients used in food. PHYSICAL EVIDENCE Mc Donalds focuses on clean and hygienic interiors of is outlets and at the same time the interiors are attractive and the fast food joint maintains a proper decorum at its joints.

Caf Coffee Day17

CORPORATE PROFILE It was in the golden soil of Chikmagalur that a traditional family owned a few acres of coffee estates, which yielded rich coffee beans. Soon Amalgamated Bean Coffee Trading Company Limited, popularly known as Coffee Day was formed. With a rich coffee growing tradition since 1875 .With the deregulation of the coffee board in the early nineties, Coffee Day began exporting coffee to the connoisseurs across USA, Europe & Japan. In the year 2000, Coffee Day exported more than 27000 tonnes of coffee valued at US$ 60 m to these countries and, for the second time in its short career of 7 years retained the position as the largest coffee exporter of India. Coffee Day has a wide and professional network in the major coffee growing areas of the country comprising over 48 agents and 50 collecting depots. Coffee Day's two curing works at Chikmagalur and Hassan cure over 70,000 tonnes of coffee per annum, the largest in the country.Coffee CCD has a well-equipped roasting unit catering to the specific requirement of the consumers. The process is carried out under the control of experienced personnel to meet highest quality standards. The most modern technology available is used to maintain consistency and roast the coffee beans to the demanding specifications of the discerning coffee consumers. Caf Coffee Day currently owns and operates 213 cafes in all major cities in India. It is a part of India's largest coffee conglomerate named Coffee Day, Rs. 200 crore ISO 9002 certified company. Coffee Day's most unique aspect is that it grows the coffee it serves.Pioneers of the Caf Concept in India with the its first Caf at Brigade Road, Bangalore in 1996. It is a place where customers come to rejuvenate themselves and be themselves.

THE 7 P's Of CAF COFFEE DAY

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PRODUCT Coffee Day's most unique aspect is that it grows the coffee it serves in its cafes. Coffee Day has a well-equipped roasting unit catering to the specific requirement of the consumers. The process is carried out under the control of experienced personnel to meet highest quality standards. The most modern technology available is used to maintain consistency and roast the coffee beans to the demanding specifications of the discerning coffee consumers. The coffee beans are supplied to all the cafs from Chikmagalur. The eatables at Caf Coffee Day are catered by different vendors: example: ice creams are catered by Cream Bell, Milk by Amul and samosas by Patsiers Gallery.Caf Coffee Day also sells merchandise through its stores. Most of the eatables have been adopted to meet the Indian taste buds like samosa,biryani, masala sandwich, tikka sandwich etc. Thus they have been trying to capture the Indian taste along with classic coffee.The best selling item in summer is frappe, which is coffee and ice cream blended together. The young people favor it. In winter it is cappuccino PRICE The price for a cup of coffee ranges from Rs.25 onwards . From the time it first started its operations, there has been only minor changes in the pricing policy of Caf Coffee Day. The changes have been more due to the government taxes than any thing else. PLACE Caf Coffee Day looks to cater to their target market with strategically located outlets. Their outlets are generally located in High Street/ Family Entertainment Centers. PROMOTION Through television -Caf Coffee Day held a contest around a very popular programme on Zee English calledFriends. All the six lead characters are shown often visiting a coffee shop and a lot of youth like watching the programme.

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Association with movies - Caf coffee day has been associated with a pool of movies to broadcast it self .Its main intention is to increase the visibility rate within the crowd who are a part of the audiences. They have been a part of movies like : Bas Yun Hi, Khakee, Main Hoon Na, Kyun Ho Gaya Na, Mujhse Shaadi Karoge, Lucky, Socha Na Tha and a lot of Telegu & Tamil movies Sales Promotion - Caf coffee day has been a very promising initiator than

compared to its competitors for sales promotion like:

- Giving away Gifts during occasions like valentine day - Offering Coupons - Caf Citizen card which allows regular members to availdiscounts upto 20% and become a member after a purchase amount upto Rs. 2000 - Sugar free campaign which was mainly done to spreadawareness of staying healthy and fit by using the sugar free sachets - Discounts during festive times to members - They also have their magazine called as Caf Beat, which is published monthly at their Bangalore head office and distributed throughout the branches. PEOPLE People at Caf Coffee Day believe that People are hired for what they know but fired for how they behave. Motivation and personal skill are laid emphasize upon PROCESS The order process at Caf Coffee Day is based on self-service, where the customer goes to the counter to place his order. Whereas they have a flexible delivery process, where they wait for some time for the customer to pick up the order but if the customer takes too long then the order is delivered on his table. .

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PHYSICAL EVIDENCE Caf Coffee Day looks to cater to their target market with strategically located outlets.Their outlets are generally located in High Street/ Family Entertainment Centers , Malls and Cinemas. POSITIONING Customers describe Caf Coffee Day as the place they frequent most after home and workplace/college. It is a place where they meet friends and colleagues, in groups of 3 or more. Its a place where customers come to rejuvenate themselves and be themselves rather than a place to be seen at vis a vis other cafes. LOGO Caf Coffee Day has used bright red and green colors in its logo. RED stands for leadership and vitality. It also stands for passion ( for coffee). The GREEN stroke harks back to their coffee growing heritage and the coffee plantations that they own .Caf is noticeably larger than the rest of the text inside the logo box. This denotes that Caf Coffee Day pioneered the caf concept in India way back in 1996. Caf Coffee Day would like to own the word caf in the minds of its customers. DCOR AND ARCHITECTURE Caf Coffee Day had gone in for image change and revamping of interiors in the last quarter of 2001. Caf interiors have been given a whole, new look. In a change from the largely wood and granite based interiors, there is more of steel and lots more colour now. The young colours of today, lime green, yellow, orange, and purple predominate.

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Barista

CORPORATE PROFILE Barista coffee was establishes in 1999 with the aim of identifying growth opportunities in the coffee business. Increasing disposable incomes and global trends in coffee indicate immense growth potential in one particular segment. More significantly, they believe they have been quick to spot a latent need waiting to be trapped: Coffee lovers seek a complete experience. One that combines intelligent positioning with the right product Mix and carefully designed cafs. In other words, customers seek an experiential lifestyle brand. As of today, Barista exists in over 22 cities, and operates over 140 outlets nationally. Inthe last 2 years, Barista has opened over 100 outlets in the country and with a new outlet opening nationally every 14 dates, Barista is currently experiencing phenomenal growth.With outlets opening in Sri Lanka and Dubai, Barista is looking at potential growth opportunities in Asia, making it highly competitive international brand.

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THE 7 P's Of BARISTA PRODUCT

PRICE Barista has a Skim Pricing Policy. They began with a higher price, and skimmed the cream for the market. With the sudden spurt of growth in number of outlets, came the benefits of economies of scale. Because of this, they have been able to gradually lower their prices, and appeal to different segments of their target market. Extremely low prices act as a deterrent to some customers who might regard it as an indicator or quality, while very high prices cannot be afforded by most of the youth. But since Baristas current 23

consumer profile is quite young, their prices are mostly inexpensive, and at par with their competitors.. The costs are quite high because imports a majority of its products and product. PLACE Every Barista outlet is owned by the company, and not franchised out to anyone. Barista can thus control and make quick changes to its entire retail chain.Barista currently operates in over 120 outlets all over the country. They have a market presence in over 20 cities. Mumbai alone has over 30 outlets, and the number of outlets in the city is increasing at a phenomenal pace.Barista has a thumb rule for selecting cities and locations for the distribution of outlets. PROMOTION One aspect of particular note is their magazine, which is privately circulated in the cafs.The magazine encourages customers write, draw, make etc anything creative; and this is then published in the magazine. The magazine not only provides an avenue for advertising, but also an opportunity for Barista to express its brand image Barista currently carries out mass promotion campaigns. This is mainly in the form of promotions in the Press, TV and Radio Medias. At present, they do not rely heavily on advertising, but rely more on sponsorships . Barista uses a special Barista Coffee Card for its sales promotion activities. The Barista Coffee Card entitles you to one complimentary hot beverage when you are done sipping seven.. Barista hopes this card can help drive sales growth, and increase customer retention PEOPLE The people at Barista are characteristically trained to be Pleasant, Polite and Positive. They ensure you have a quiet, uninterrupted visit and provide an escape from the daily pressures of life. Their uniforms are in sober shades of brown and orange, and contribute to the overall laid-back feeling of the caf.

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PROCESS The order and delivery process at Barista is based on self- service, where a customer goes up to the counter to place his order, and goes back to the counter to pick his delivery once it is prepared. PHYSICAL EVIDENCE Barista Coffee has adopted a top down approach, wherein they first identify the cities and then decide on precise locations within its limits .While Selecting a city Barista has devoted substantial management time and effort in zeroing in on the cities where they are now situated. The selection of the cities was based on the following criteria. Sizeable population of executives, students and families in SEC A & Barista category. -High disposable income with people looking for new vistas in leisure and lifestyle oriented concepts. -High level or organized retail activity. -Rapid socio- economic development. On the basis of the above criteria, they had initially targeted cities like Delhi, Mumbai, Bangalore, Chennai and Hyderabad. Chandigarh and Ludhiana were later added due to tie- ups with Planet M and Ebony to set up store-in- stores at their outlets.They are also pursuing an equally aggressive international business expansion strategy. They have over 50 overseas locations presently under their consideration . To facilitate their global expansion, they plan to work with strategic partners, who share the same vision of expanding and promoting the brand worldwide. POSITIONING Barista positions itself as a brand for anyone who loves coffee. Their products, services and outlets are more like the traditional European cafs, where people would meet for the love of coffee, and for an intellectual appealing time. They position their outlets as a place where the world meets, and they look to appeal to anyone in the 14- 60 age group that loves good coffee and looks for a nice quiet time.

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LOGO Barista, since the beginning has looked to use colors in its caf interiors, logos and images; to project a warm, earth glow, synonymous with coffee. Barista uses shades of Orange & Brown to good effect to promote its laid- back atmosphere. The logo is a combination of Brown, Orange and Light Yellow; with the word Barista written in an upward curve, and the word Coffee underneath. A simple logo that perfectly expresses Baristas brand image: A traditional caf for coffee lovers. DCOR AND ARCHITECTURE Baristas internal dcor and architecture expresses the simplicity you would normally associate with traditional cafs. The furniture is made of light shades of wood, and there are comfortable sofas in bigger cafs. The walls are shades of orange, with various photographs of the love for coffee spread around each outlet.

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Clothing and Textile

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Big Bazaar

CORPORATE PROFILE The world-country chain, Big Bazaar, which is formed by the CEO of Future Group, Mr. Kishore Biyani. Their basic attraction is linked to affordability, is their Unique Selling Price. At present, Future Group formats and brands such as trousers, F123, Copper Chimney, Etam, Staples, One Mobile, Urbana, Brand Factory, LootMart, Hometown and Central Europe. Big Bazaar, the flagship retail chain of the Future Group, is on the verge of achieving a unique milestone in the History of World Retail by being the first hypermarket format in the globe to rollout fastest 101 stores in a short span of seven years. Currently, Big Bazaar has 98 stores in the country, including the recently opened store in Mysore on September 26th 2008. Further to this, Big Bazaar will be opening three more stores in a single day i.e. 30th September 2008, which will take the eventual count to 101 stores in the country. Though, Big Bazaar was started purely as a fashion format including apparel, cosmetics, accessory and general merchandise, the first Food Bazaar format was added as Shop-InShop within Big Bazaar in the year 2002. Today, Big Bazaar, with its wide range of products and service offering, reflects the aspirations of millions of Indians. It has received every prestigious consumer awards both nationally and internationally.

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THE 7 P's Of BIG BAZAAR

PRODUCT Big Bazaar offers a wide range of products which range from apparels, food, farm products, furniture, child care, toys, etc of various brands like Levis, Allen Solly, Pepsi, Coca- Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP etc. Big Bazaar also promotes a number of in house brands like: DJ & C Tasty Clean

Treat Mate

Sensei Care Mate Koryo and 44 other

brands.

PRICE The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is based on the following techniques: Value Pricing (EDLP

Every Day Low pricing): Big Bazaar promises

consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping. Promotional

Pricing: Big Bazaar offers financing at low interest rate. The concept

of psychological discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja). Differentiated Pricing: Differentiated

pricing i.e. difference in rate based on peak

and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar. e.g. Wednesday Bazaar

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Bundling: It refers

to selling combo-packs and offering discount to customers. The

combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling. e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22) 5kg oil + 5kg rice + 5kg sugar for Rs 599 PLACE The Big Bazaar stores are operational across three formats hypermarkets spread over 40,000-45,000 sq ft, the Express format over 15,000-20,000 sq ft and the Super Centers set up over 1 lakh sq ft. Currently Big Bazaar operates in over 34 cities and towns across India with 116 stores. Apart from the Metros these stores are also doing well in the tier II cities. These stores are normally located in high traffic areas. Big Bazaar aims at starting stores in developing areas to take an early advantage before the real estate value booms. Mr. Biyani is planning to invest around Rs 350 crore over the next one year expansion of Big Bazaar. In order to gain a competitive advantage Big Bazaar has also launched a website www.futurebazaar.com, which helps customers to orders products online which will be delivered to their doorstep. This helps in saving a lot of time of its customers.

PROMOTION With the introduction of a never-before sales campaign Sasbe Sasta Din. In just one day, almost the whole of India descended at various Big Bazaar stores in the country to shop at their favourite shopping destination.School Jao Khushi Khushi, Khushi Ki Barsaat, Happy Fathers Day .. PEOPLE -Well Trained Staff -Staff Employed by Big Bazaar are well suited for modern retail -Well dressed staff -Employees are motivated to think out of the box

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PROCESS Big Bazaar places a lot of importance on the process right from the purchase to the delivery of goods. When customers enter the stores they can add the products they which to purchase in their trolley from the racks. There are multiple counters where bill can be generated for purchases made. Big Bazaar also provides delivery of products over purchases of Rs. 1000. PHYSICAL EVIDENCE Products in Big Bazaar are properly stacked in appropriate racks. There are different departments in the store which display similar kind of products. Throughout the store there are boards/written displays put up which help in identifying the location of a product. Moreover boards are put up above the products which give information about the products, its price and offers. Big Bazaar stores are normally U shaped and well planned & designed

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Pantaloons

CORPORATE PROFILE Pantaloons is among India's largest chains of fashion stores. Pantaloons Fresh Fashion, with its focus on 'fresh look, feel and attitude' offers, trendy and hip collections that are in sync with the hopes and aspirations of discerning young and 'young-at-heart' consumers. Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally. This 'fresh fashion' destination allows customers to shop for the latest in fashion apparel and accessories throughout the year in an attractive and visually stimulating ambience. All stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids. Pantaloons Fresh Fashion stores have presence with stores not just in Metros but also in smaller towns.

THE 7 P's Of PANTALOONS

PRODUCT It offers a variety of options in fashion. Its brands include aLL, Blue Sky, Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10. All stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids.

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PRICE Pantaloons India has brought a whole new revolution when it comes to pricing strategies, which is evident through the success of its Big Bazaar and Food Bazaar outlets. PLACE The company operates over 12 million square feet of retail space, has over 1000 stores across 71 cities in India and 65 rural cities with taking over Aadhar(). It plans to take up floor space of 30 million square feet by 2011. It is targeting the Tier-2 and 3 cities which has a huge unleashed potential. It is located in all the metros . PROMOTION They use magazines, newspapers, television, radios , hoardings, internet etc for promoting the brand . They have joint ventures and alliances with many companies to promote the brand.Seasonal Discounts , Sales Discounts during Festivals are offered to attract consumers. PEOPLE At the senior management level, the group hired high profile executives from reputed organizations like Goldman Sachs , Coca-Cola India, PRIL also tied up with a few management schools to create a management talent pool for the lower levels. Best Employers in India (Rank 14th) in the Hewitt Best Employers 2007 survey. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. PROCESS Pantaloons Retail has implemented SAP with an investment of $10 Million in keeping pace with the technology and it is currently in the process of setting up a SAP consultancy software. SAP will be helpful in building robust transaction management system and PHYSICAL EVIDENCE 33

Its stores are generally located in posh areas .It is the pioneer in the retail industry and it believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the groups core value of Indianness. The groups corporate credo is, Rewrite rules, Retain values.

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Westside

CORPORATE PROFILE Style, affordable prices, quality these are the factors that have shaped Westsides success story in the retail fashion stores' business. Launched in 1998 in Bangalore, the Westside chain has, ever since, been setting the standards for other fashion retailers to follow. The Westside story really began in 1997, when the Tatas sold Lakme, their cosmetics business, to Hindustan Lever and acquired the Britain-based Littlewoods retail chain. A new entity called Trent Limited emerged from this move and Littlewoods was renamed Westside. Today, Westside has seven outlets, one each in Bangalore, Hyderabad, Chennai, Mumbai, Pune, New Delhi and Kolkata. Westside stands out from the competition for a variety of reasons. One is that a majority of the brands the chain stocks and sells are its own, unlike retailers who store multiple labels. About 90 per cent of Westsides offerings are home-grown, and they cater to different customer segments. The other 10 per cent includes toys, cosmetics and lingerie.

THE 7 P's Of WESTSIDEPRODUCT Private Brands in Westside 2 F4 U David jones Gia Intima Urban angel SRC Ascot Black berry

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PRICEPrice of brands available at Westside is not too high as compared to its competitors brands. This is due to their cost effective supply chain management. They directly pick up the goods from the manufacturer thus ensuring low price tag at their store.

PLACE All the floors are carefully structured. Ist floor and IInd floor caters exclusively to Women and Men respectively. Thus giving them privacy and more freedom to look into their products. Womens need more space and look for comfort. They are less likely to buy if the place is congested and makes them feel uncomfortable. At Westside sofas have been placed in the women section so as to make the females more comfortable. Westside has been able to create a brand image and is consistently maintaining its brand identity by new additions in products and catering to the market need. This way a customer who enters Westside just to buy one or two items usually ends up buying a lot more. PROMOTION With the sole objective of rewarding its loyal customers for their patronage. Those making purchases above Rs 1,500 are also entitled to receive other pleasant surprises An assured return-and-e xchange policy reinforces customer confidence in the chain Another winning Westside idea is Club West, 30,000-plus members of this club get rebates at restaurants and on holiday packages from the Taj Group of Hotels, special shopping hours on the first day of any discount sales event organized by the chain. Important benefits of club west card Most attractive rewards shopping ,Instant use of the card ,Easy to operate ,Extra convenience ,Validity at all stores, .Its in-house promotions, peak during the three main festive seasons: summer, Diwali and Christmas. Westside has launched a new ad campaign titled 'fashion logy'. The campaign is designed to guide and aid on dressing smart, styling and accessorizing. 36

PEOPLE Westsides employees are given regular training for better interaction. The company identifies star employees in each store and designates them as coaches responsible for the training of their own store staff. Today, each store has three kinds of coaches a customer service coach, an IT skills coach and a product knowledge coach. The success of this programme has made it a benchmark for all Tata Group companies. PHYSICAL EVIDENCE The in-store experience in Westside is very delightful. Their fully skilled and trained staff caters to the needs of the public in the right way. They dont pounce upon the customer as soon as he enters the store. They wait till the time a customer starts selecting and then they come and help. This way the customer gets acclimatize with the store and the environment. Since Westside is not only catering to apparel need of the society a few additions like Books, Music items, Electronic gadgets etc can also be added to the products available inside their store. The demand for the above products is always in the market. Allowing more space between the entrance of a store and a product gives it more time in the shoppers eye as he or she approaches it. It builds a little visual anticipation. Play light music inside the store to make the shopping a pleasurable experience. They can also exhibit their new line of clothing through events like fashion shows. Marketing Strategies adopted by Westside Attract shoppers & keep them in stores- the amount of time shoppers spend in a store is perhaps the single most important factor in determining how much they will buy. Dont make them hunt- put the most popular products up front to reward busy customer & encourage them to look more.

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Jewellery and Watches

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Tribhovandas Bhimji Zaveri

CORPORATE PROFILETRIBHOVANDAS BHIMJI ZAVERI & SONS, Opera House, is a globally reputed jewellery house with a glorious tradition of excellence of over 150 years. It's a dream come true for the connoisseurs of fashionable Diamond, Gold and Silver jewellery. Centrally located at the majestic Opera House, Mumbai, TBZ & Sons showcases one of the breathtaking collections of exquisite jewellery in all its hues and designs. An unparalleled experience for people from all walks of life, our collection is the ultimate manifestation of your dreams and fantasies. The best money could buy.

7 P's Of TRIBHOVANDAS BHIMJI ZAVERI

PRODUCT TBZ - The Original have Pendants, Earrings, Bracelets, Necklaces and Rings etc with /without coloured stones in gold and diamonds. A wide array of jewellery in light weight, trendy, everyday wear to contemporary, traditional, heavy bridal wear, all is available.The collection ranges from the traditional classic to the ultra modern, with designs that include rings, earnings, necklace, pendants and more. The Nakshatra Diamond Jewellary Collection is available at the city's leading jeweler shop "TRIBHUVONDAS BHIMJI JAVERI "at opera house 39

Magical mystical and heavenly; nothing reflects the depth and mystique of the Indian women more brilliantly than the Nakshatra Diamond Jewellery collection. Each design comprises a circle of over 5 diamonds that sparkle brightly, like stars in a consellation. PRICE The price range starts from Rs.1500/- onwards and the designs are breathtakingly beautiful. PROMOTION -Wedding Gifting A Wedding is not only a coming together of two individuals; it's a union of their thoughts, their beliefs, and their cultures and thus impacts the society as a whole. A memoir or gift on such an occasion gives pleasures to the giver as well as the receiver. Wedding gifts are gifts that people fondly remember as a momento of good times even years after they are given. They signify the good luck, the best wishes and blessings that your family and friends bestow upon you for the "D" day. -Festive gifting At TBZ - The Original we always have something for every aspect of a person's life. A wide variety of choices are always available for Birthdays, Weddings, Festivals, Engagements, Valentines to name a few. In sync with the times the tastes, preferences, mindsets and financial conditions have changed but what hasn't changed are the emotions. A piece of jewellery as a gift is always treasured not only because of the price but because it makes the receiver feel special and conveys the emotions of the giver. To not miss an occasion, every year TBZ-the Original introduces a wide range of Rakhis for the Raksha Bandhan Festival, as well. At TBZ The Original we have a variety of gifts for every occasion. You can select from a wide range of pendants, rings, bangles, necklaces, bracelets, nose pins, men's collection, loose gemstones, meenakari jadtar, earrings in gold and diamonds and lot more. There is something for everyone at ours, for every occasion. 40

The hottest new collection of TBZ & Sons, Opera House, as and when it is

launched. Matching the latest trends, new items are frequently added to our widest collection of Diamond, Gold and Silvery jewellery.

True to our tradition of giving ultimate value to customers, TBZ & Sons always

has something for your dreams and aspirations.

The hottest new collection of TBZ & Sons, Opera House, as and when it is launched. Matching the latest trends, new items are frequently added to our widest collection of Diamond, Gold and Silvery jewellery. True to our tradition of giving ultimate value to customers, TBZ & Sons always has something for your dreams and aspirations. PEOPLE Established in 1888, De Beers is the largest diamond mining company in the world. De Beers has its own partnerships with governments across the world, and through its distribution channels, buys, values and sells most of the world's annual production of rough diamonds. These diamonds are then cut and polished by craftsman to produce beautiful, polished diamonds. The Nakshatra Diamond Jewellery Collection has been designed and created by the country;s five leading diamond jewellery manufactures. PROCESS Norms went that the selling value of gold would always be lesser than what it was bought for. And hence if a customer wished to sell gold jewelry, the jewelry would often be deprived of its worth as the jewelers devised innumerable ways and abouts to deduce heavily on gold weight, thereby giving the customer an amount, way less than expected. However, in the tenure of Late Shri Gopaldas Tribhovandas Zaveri (son of late Shri Tribhovandas Bhimji Zaveri), TBZ - THE ORIGINAL introduced a revolutionary policy of

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giving back 100% market-value of gold to the customers so as to increase and retain faith on gold jewelry. And in return, it has helped the Indian Jewelry Market sustain itself, putting TBZ - THE ORIGINAL on the pedestal as a pioneer and leader in jewelry business. Furthermore, in order to have complete control on quality, TBZ - THE ORIGINAL has set up state - of - the - art manufacturing facilities, a training school for the budding artisans and now comprises of 135 highly skilled work force of master makers, setters , polishers and much more to give your jewelry, a unique touch. All different, each unique- at TBZ's state - of - the - art factory, the entire process of studded jewelry and design jewelry are done in plain gold for that one of its kind outcome.

PHYSICAL EVIDENCE TBZ THE ORIGINALs corporate gifting solutions. Some of these well known super brands includes: Tata Mahindra & Mahindra P&G Godrej Appliances Ltd Blow Plast Ltd Sony India Ltd Parle Products Kodak ACC HLL Bell Ceramics Glaxo SmithKline Ltd Citibank Onida Taj Group Goodlass Nerolac P Ltd

Titan watches

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CORPORATE PROFILE TITAN is India's leading manufacturer of watches and the sixth largest in the world. Titan watches is a joint venture between the Tata Group and Tamil Nadu Industrial Development Corporation. Titan also manufactures jewellery under the brand name Tanishq. Titan Watches are exported to 32 countries around the world. Titan watch division was started in 1987 and was the third company in India after HMT and Allwyn. Titan watches has to its credit the world's slimmest watch, the Titan edge. Below is a list of Titan watches in India Manufactured using a unique combination of style and technology Titan Edge watches are ultra slim and exceptionally elegant. They have the slimmest quartz movement measuring 1.15mm and is the only one of its kind in the world. Currently Titan Edge has 13 variants, 8 in stainless steel and 5 in the plated version 7 P's Of TITAN WATCHES PRODUCT Titan watches embarked on the fashion watches category with the launch of 'Fastrack' in the year 1998. It seems like the ever changing fashion industry just rubbed on a little bit of the novelty factor on the watch industry as well. Titan's extraordinary and innovative technology coupled with a fresh sense of style resulted in the Fastrack range of watches. It is believed that Fastrack contributes to 4% of the Titan portfolio. Significant rise in Fastrack sales has compelled Titan to establish it as a separate brand.

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Exquisite, elegant and regal the Titan Raga is a classy feminine brand of watch from Titan. This is the only brand in India which is designed exclusively for women. Titan Regalia is a regal collection of Titan watches. This is an exclusive brand for men and may be gold or silver plated. Regalia watches are a part of Titan's luxury watch collection. Associated with the Indian working class, the Sonata range comprises of both analog and digital watches. The metal strap watches by Sonata was a big hit with the Indian working class men. Sonata has forayed into the plastic watch arena as well. Though the watches are of good quality they are reasonably priced. Most of the Titan steel watches are for gents while the range available for women is meager. It contains a range of bracelet and leather strap watches for men and women. There are about 32 models of Gents watches and these watches are sensibly styled. The shape of the watch dials are rectangle, round and tonneau. are meant for formal wear. They come as a set of two or as a pair. They are a tribute to the undying bond of love between a man and a woman. One of the pair is a ladies watch and the other is an elegant looking men's watch. Titan Bandhan watches come in leather, steel and gold straps and are exquisitely packaged.

Titan is unquestionably the pride of India. With a company logo which reads Titan - Be more, the watch makers are truly striving towards being the best in the watch Industry. Be it the imperial Regalia or the common man's Sonata, the style quotient and sensibility which are innate to Titan watches, remains intact. PLACE With over 500 retail stores across a carpet area of 6,60,000 sq. ft, Titan Industries has emerged as Indias largest retail network. The company has over 290 exclusive World of Titan', Helios and Fastrack showrooms and 745 after-sales-service centers. Titan Industries is also the largest jewellery retailer in India with over 140 Tanishq boutiques, Zoya and Gold Plus stores and over 75 Titan Eye+ stores.

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Titan Industries pride possession, a world-class design studio for watches and accessories, is the place where some of the most coveted creations have been conceptualized. Exclusive World of Titan and Fastrack showrooms and over 12,000 outlets in more than 2,554 cities in India make these much-sought-after watches available to the buyers. The watches are also offered internationally in over 30 countries, with a special focus on the Middle East and Asia Pacific regions. PROMOTION Titan Industries is the organization that brought about a paradigm shift in the Indian watch market when it introduced its futuristic quartz technology complemented by international styling. With India's two most recognised and loved brands Titan and Tanishq to its credit, Titan Industries is the fifth largest integrated watch manufacturer in the world. The success story began in 1984 with a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation. Presenting Titan quartz watches that sported an international look, Titan Industries transformed the Indian watch market. After Sonata, a value brand of functionally styled watches at affordable prices, Titan Industries reached out to the youth segment with Fastrack, its third brand, trendy and chic. The company has sold 100 million watches world over and manufactures 12 million watches every year. Titan Industries, best known as India's pioneering manufacturer of quartz watches, has also etched a niche for itself in some of the most competitive spaces in the fashion industry such as jewellery and eyewear. Precision engineering is another area of specialization that Titan Industries is proud of.

PEOPLE Backed by over 4,300 employees, two exclusive design studios for watches and jewellery, over five manufacturing units, and innumerable admirers world over, Titan Industries

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continues to grow and sets new standards for innovation and quality. The organization is all geared to repeat the Titan and Tanishq success story with each new offering

PROCESS Watches: Being the world's fifth largest integrated watch manufacturer, Titan Industries has created and sold more than a 100 million pieces the world over.

With a production rate of over 12 million watches per annum and a customer base of over 100 million, Titan Industries owns manufacturing and assembly operation centers in Hosur in Karnataka, Dehradun, Roorkee, and Baddi in Himachal Pradesh, and an Electronic Circuit Boards (ECB) plant in Goa.

Capturing the important market segments and the changing fashion trends, Titan Industries has brought forth four core watch brands:

Titan is designed for the mid-premium segmen Fastrack is crafted to fit the trendy fashion space with a focus on the youth Sonata is created for the mass market and has emerged as Indias largest selling watch brand

PHYSICAL EVIDENCE With a license for premium fashion watches of global brands, Titan Industries repeated its pioneering act and brought international brands into Indian market. Tommy Hilfiger and Hugo Boss, as well as the Swiss made watch Xylys owe their presence in Indian market to Titan Industries.

Entering the largely fragmented Indian jewellery market with no known brands in 1995, Titan Industries launched Tanishq, Indias most trusted and fastest growing jewellery

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brand. Gold Plus, the later addition, focuses on the preferences of semi-urban and rural India. Completing the jewellery portfolio is Zoya, the latest retail chain in the luxury segment.

Titan Industries has leveraged its manufacturing competencies and branched into precision engineering components and subassemblies, machine building and automation solutions, tooling solutions and electronic sub-assemblies in 2002. Titan Industries has also made its foray into prescription eyewear, launching the Titan Eye+ chain of world class optical stores in 2007. Titan Industries received the Award for the Most Admired Timewear Brand of the Year in 2009 for the ninth successive year for Titan, and the Most Admired Jewellery Brand of the Year for the seventh consecutive year for Tanishq. Both Titan and Sonata feature in the Top 100 Brands-2009 in the Annual Survey conducted by Economic Times. While Titan is ranked at Number 4, Sonata increase their rank to 86. Titan is ranked number 1 in the consumer durables category. Over the years, Titan Industries has received several prestigious awards and distinctions.

Gitanjali Jewellers

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CORPORATE PROFILE Founded as a single company cutting and polishing diamonds for the jewellery trade at Surat, Gujarat, in 1966, the Gitanjali Group became, many times over, a pioneer among major diamond and jewellery houses. First major diamond and jewellery house to be launched and run by modern entrepreneurs rather than dynastic jewellers. An authorised DTC Sightholder and loyal customer and a modern multinational business run on innovative insights.

7 P's Of GITANJALI JEWELLERSPRODUCT Among the more notable of the Gitanjali Groups departures from traditional jewellery trade has been its strategy of branding. Another, its strategy of layered distribution, using superstores, department stores and franchised retail. Its very first consumer brand, Gili, was also Indias first jewellery brand, now a superbrand with several product variants and a growing global franchise. The Groups expertise, honed by its experience of Indias variegated market, has been usefully mobilized to foray into markets abroad stretching Today, its brands cover products ranging from loose diamonds, diamond and other stonefrom the USA to Japan. High-value acquisitions in the US have enriched its pool of talent as well as its brand and product mix as it moves steadily up the value chain. In step with its expanding product mix, the Group has launched more brands, positioned according to product category or consumer profile. Some brands are distributed B to B. 48

Brought diamonds within reach of a wide consumer base. The first to offer diamond studded jewellery at affordable prices, of standardised designs, quality and pricing across locations progressively precision-producing replicable designs using the latest CAD and CAM processes and equipment. Offers jewellery in diverse styles: traditional, international classic, and casual. For consumers of all age groups, tastes and budgets. With a growing hamper of brands, some already global, and each targeted to specific consumer and market segments

Having won over 50 awards from the Ministry of Commerce, India for outstanding exports of diamond and jewellery, is today over $1000 million multinational group, and a publicly listed entity. Gold jewellery has been produced by man since the early Bronze Age. Traditionally, it was made by skilled goldsmiths using craft skills and simple hand tools. Today, much jewellery is still made in traditional workshops around the world using manual metalworking skills using modern hand tools and limited use of machines. However, increasingly, it is being made by mass production methods using modern machines and equipment in jewellery factories, where the traditional manual craft skills are no longer necessary. PLACE Opened up distribution via superstores, department stores and other retail outlets at MRP,supported by international certifications of scientifically tested purity and authenticity, across India and in the worlds jewellery capitals. Even markets branded jewellery directly by mail order catalogue. PROMOTION

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Besides changing the face of manufacture, broke the mould of traditional jewellery First major diamond and jewellery house to be launched and run by modern entrepreneurs rather than dynastic jewellers. An authorised DTC Sightholder and loyal customer and a modern multinational business run on innovative insights At the forefront of the global breakthrough in diamond jewellery design and production brought about by Indias ability to cut diamonds considered unworkable for jewellery till then. Has the distinction of producing the worlds smallest heart shaped diamond (0.03 carat), and developing some 25 patented facet patterns. marketing: it abandoned jewellery trade convention by launching multiple brands for multiple markets and price segments PEOPLE As a $900 million conglomerate growing exponentially in both domestic and global markets, the Gitanjali Group provides a range of career opportunities in manufacture, marketing and merchandising, logistics, and design As a young corporate conglomerate on the fast track of growth, accustomed to look on innovation as the rule rather than following tradition-bound routine, the Group actively looks for agents of change, an environment of focused minds in team work, of openness and fair play, of equal opportunity for all communities and age groups, and both sexes, the Group offers a lifetime of challenges and rewards. , the Group always has its door open for talents both fresh and mature enthusiasm and the spirit of conquest. With its infrastructure for procurement, manufacture and marketing all in growth mode Within its corporate walls, in PROCESS Business model now integrates all operations, from rough diamond sourcing, cutting, polishing and distribution, and jewellery manufacture, to jewellery branding and retail, as well as global lifestyle brands, in India and abroad. Brought diamonds within reach of a wide consumer base. The first to offer diamond studded jewellery at affordable prices, of standardised designs, quality and pricing across locations progressively precisionproducing replicable designs using the latest CAD and CAM processes and equipment. 50

Offers jewellery in diverse styles: traditional, international classic, and casual. For consumers of all age groups, tastes and budgets. With a growing hamper of brands, some already global, and each targeted to specific consumer and market segments . Today, much jewellery is still made in traditional workshops around the world using manual metalworking skills using modern hand tools and limited use of machines. However, increasingly, it is being made by mass production methods using modern machines and equipment in jewellery factories, where the traditional manual craft skills are no longer necessary.

PHYSICAL EVIDENCE Jewellery is a thrill to work with when your sights are on the big bright markets of the country and the world. Gitanjalis corporate culture, always looking for a new, better, faster routes to high achievement makes it doubly thrilling for the ambitious and resourceful. SOURCES OF INFORMATION www.managementparadise.com www.marketing91.com www.articles.timesofindia.indiatimes.com

BIBLIOGRAPHY Marketing Management Philip Kotler

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