amit retail

8/7/2019 amit retail

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BRAND POSITIONING OF RETAIL

OUTLETS OF APPAREL IN YOUTH

Presentation By :-

Amit SinhaRoll No:- (BM-09030)


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OBJECTIVESOF STUDY

OBJECTIVE-To determine whether or not all

organized apparel retail outlets are perceived

equally by young customer

SUB OBJECTIVE-

Whether these outlets are convenient for

customers

Whether young customers are price conscious


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INSTRUMENT DESIGN

Study is based on primary and secondary

data.

Formulation of questionnaire Close ended questions

Rating scale used

Sample size:- 70 respondents

Sampling Method- Stratified


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What is brand?

A brand is thus a product or service that adds

dimensions that differentiate in some way

from other products or services designed to

satisfy the same need.

These differences may be functional, rational,

or tangiblerelated to product performance

of the brand.


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What Is Branding?

Were continually amazed at how many

people simply answer, a companys name or

a corporate logo.

Just like we know people by their names, we

know hundreds of brands by name. But, like

people too, the more you know about a

brand, the more it seems to have its own

individual personality.


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What is Brand positioning?

A Company discovers different needs and

groups in the marketplace, targets those

needs and groups that it can satisfy in a

superior way, and then positions its offering so

that the target market recognizes the

companys distinctive offering and image.


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Positioning start witha product, A piece of

merchandise,a service,acompany,an

institution, or evena person.


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Brand Image

Consumers perceive and accept many brands

within a certain trade group in different ways.


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What is Brand Equity?

Brand equity is an intangible asset that

depends on associations made by the

consumer.

Financial

Brand extensions

Consumer-based


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Overview of retail industry


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Established in 1998 as part of the Tata Group,

Trent Ltd. operates Westside, one of India's

largest and fastest growing chains of retail

stores.

These include Menswear, Womens wear, Kids

wear, Footwear, Cosmetics, Perfumes and

Handbags, Household Accessories, lingerie,

and Gifts.


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The foundation of Shoppers' Stop was laid onOctober 27, 1991 by the K. Raheja Corp. group ofcompanies.

Shoppers' Stop has progressed from being asingle brand shop to becoming a Fashion &Lifestyle store for the family.

Today, Shoppers' Stop is a household name,

known for its superior quality products, servicesand above all, for providing a complete shoppingexperience.


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Launched in January 1998, Globus is a part of the

Rajan Raheja group. The company opened its first

store in 1999 at Indore.

GLOBUS The revolution called fashion and style

sense is on. And Globus takes the lead with its

exceptional style and attitude with which it

develops its range, which is now so unique to

Globus


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Lifestyle International (P) Ltd, part of theprestigious Dubai based Landmark Group.

The launch of the first Lifestyle store in Chennai in

1999.In little over a decades time, Lifestyle hasestablished itself amongst the leading retailcompanies in India.

Positioned as a youthful, stylish and a vibrantbrand, Lifestyle offers its customers not just theease of shopping but also an enjoyable shoppingexperience.


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Pantaloon Retail (India) Limited, is Indias

leading retailer that operates multiple retail

formats in both the value and lifestyle

segment of the Indian consumer market.

Future Value Retail Limited is a wholly owned

subsidiary ofPantaloon Retail (India) Limited.


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Respondent profile

Sample size is 70 and out of that 49 are male

respondent.


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No. of Respondent Age wise


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Average Rank Of Each Store

Dimension\

Outlet

Westside Lifestyle Pantaloons Shoppers

stop

Globus

Variety 2.02 3.57 3.08 3.70 3.13

Price 2.33 2.97 3.22 2.97 4.02

Quality 2.88 3.59 3.56 3.57 2.23

Up-To-Date

Style

3.12 2.41 2.44 2.43 4.06

Display 2.65 3.56 3.27 3.48 2.49

Employees

service

3.07 3.40 3.05 3.71 2.27

Mean 2.67 3.25 3.10 3.31 3.03


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Average Rank Of Each Store


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CONCLUSION

Shoppers stop is received well by the young

students and if it can improve on the value for

money and up-to-date style aspects, it may

outshine all the other.


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