WESTSIDEKEEP YOUR STYLE ALIVE

HISTORY• Story began circa 1998 when

TATA acquired LITTLEWOOD’S 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

FACTS• 1952-TATA entered cosmetics business through

Lakme Ltd.• 1996-Lakme entered into joint venture with

Hindustan Unilever• 1997- TATA sold their stake in Lakme to HUL for

Rs.2 billion• 1998-TATA ventured into retailing and acquired

the Britain based Littlewoods retail store in Bangalore

• 1999- Westside expanded its operations to Chennai, Mumbai and Hyderabad.

• 2000- During the Diwali season Westside launched a festival of delights program

• 2001- Second store in Mumbai, Pune, Kolkata and Delhi

• 2002- Store in Nagpur and second store in Delhi and signed Yuvraj Singh as his celebrity endorser.

MISSION STATEMENT• To be the most preferred and

consistently profitable Lifestyle retailer• Develop a comprehensive

understanding of customer needs• Always be in forefront of fashion and

services by anticipating and exceeding the expectations of customers

• Continue to scale new heights of excellence through teamwork

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

• Complete confidence in the quality of merchandise

SELLING OWN BRAND• 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

SELLING OWN BRAND

ADVANTAGES• High margins• Freedom in pricing

strategies• Control on quality• Control on scrap and

wastage• Helps in market expansion• Adding value to the

customer in giving low price• Very few players are into

manufacturing

DISADVANTAGES• “just another brand”• Underestimate competitors• Customer giving preference to

established brands• Private labels cannot be

successful without good effective strategies

• Cost is high because production is low

• High advertising to promote the brand

• Potential risk- Failure of product

KEY AREAS

• CHEAP- WINNING WITH PRICE

• BIG- WINNING WITH DOMINENT ASSORTMENT

• HOT- WINNING WITH FASHION

• EASY- WINNING WITH SOLUTION ORIENTED SERVICE

Westside Retail Model

Marketing Research

Retail Layout

Product And Positioning

Advertising And Promotion

Customers Feedback

MARKETING RESEARCH Conducted marketing research before

entering in new city. Collected information on population,

buying patterns, demand potential, lifestyles etc.

After conducting research it was observed that ratio of both store own brands and other brands was 30:70.

It was also observed that Indian retailers suffered on account of poor economics and investment in brand building as compared to the international retailers.

Westside took support from various Tata companies like Taj Group , Titan, Voltas, Tata AIG Tata Engineering to gather the details about the consumers.

RETAIL OUTLETSStrategy 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.

Contd.

StocksEach store on average stored

30,000 SKU’s 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.

COMPETITIVE ANALYSISSTORES SHOPPPERS

STOPLIFESTYLE WESTSIDE GLOBUS

POSITIONING EXCELLENT SHOPPING EXPERIENCE

TRENDY, YOUTHFUL & VIBRANT BRAND

STYLE &

AFFORDABILITY

EXCELLENT SHOPPING EXPERIENCE

FORMAT TYPE

MULTI- BRANDS {BRANDS & PVT LABELS}

MULTI-BRANDS EXCLUSIVE TATA TREND GROUP ONLY

BRANDS AND PRIVATE LABELS

PITCH Shopping experience

Latest fashion Affordable Style

LATEST FASHION AND STYLE

Target Customer Affluent Customers

AffluentConsumers

Middle Class Upper Class

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

FUTURE OUTLOOK• Greatest challenge to beat the

unorganized sector as 98% of India’s retail garment industry operated in unorganized sector.• Main focus was to get people

visit instead of unorganized sector• Making customers realize that

Westside give latest style at very good prices

THANK YOUMADE BY ANKITA SHARMANEHA SHARMAISHA RANA