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8/14/2019 Name of the Innovation
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Name of the Innovation: Niche Garments Retail
Team Name: iCON
Institute Name: Acharya Institute of Management and Sciences, Bangalore
Team Members:
Mr. Lalit Mohan Jha
Email id:[email protected]
Ph No: 9886198275
Ms. Monalisa Senapati
Email id: [email protected]
Ph No: 9342201459
Contact Address: Acharya Institute of Management & Sciences
1st Cross, 1st Stage, Peenya, Bangalore-58
Executive Summary
Clothing says a lot, but you can say it better.
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According to our research and analysis we have noticed that the customers are not very
much satisfied from the garment retails. In search of there need from garment retails the
customers are roaming from one outlet to another. We have taken the sample size of 300 that
consist of:-
Potential customers Nos.
1.Employee from Software sector(Male) 79
2. Employee from Software sector(Female) 64
3.College Students 84
4.Employee working in others sectors 37
5.House Wives 21
6.Others 15
We have also noticed in our questionnaire that the customers expect following facilities and
services from the retail outlets: -
PRODUCT ADDITION
1. CAR AND BIKES WATER SERVICING AND POLISHING
2. PHARMACY SHOP
3. CHILD CARE CENTER
4. BEAUTY SALOON
5. OPEN ENDED CINEMA THEATER
6. OTHERS (DIFFERENT RELIGIONAL VEDIO AND AUDIO CDS,
BOOKS ONE DIFFERENT DEPARTMENTS)
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Due to time consistency, we have only concentrated and done in depth study only on
garment sector.
Niche garment retailing emerging as a sunrise industry in India and is presently the one of the
largest Employer. The Internet represents approximately $ 6.5 million of E-commerce
purchases. Throughout the year Women have been constant and dominant consumer in the
industry.Womens apparel sales growth was 3.7% and mens apparel growth was 4.1%, Girls
& Boys apparel rose 0.5% & 3.8%.Womens apparel accounted for 52% of all apparel sales.
The men segment accounted for 31% of total apparel sales.
COMPETING AND COMPILMENTRY PRODUCTS in a broad view, the retail apparel industry
competes with all other sector in the retail industry. These different sectors include Electronics
retailers, Wholesales, Other discount stores, Shoes stores convenience stores and so on.
We felt it is worth recommending you the ideas given above specifically GARMENT SECTOR
piloted Bangalore city.
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Introduction
The business ideas is designed for the innovative product and strategies particularly for
garment sector namely:
1. Designer wear at the weekends.
2. Business executive dresses for females.
3. Combo, party & wedding wears.
4. Regional wears.
1. Description
1.1)Designer wear at the weekend: This type of strategy is no where in India in
retail market, as of now it is available only in exclusive showrooms. We will sale
designer wear like Ritu Beri, Manish Malhotra, Satya Paul, Milazzo etc. exclusively
at the weekend.
By, Maria Diochinova By, Miulazzo
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1,2) ,Business executive Dresses: This will consist of complete executive apparel
such as blazer, tie, trouser, shirts, socks, shoes, tie pin, formal shirts, wrist-watch, sun glass,
and other accesaries.
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3. Combo party and wedding wears: We will introduce the combo
party and wedding wears of apparel. We will introduce matching groom and
bride wears so as to enhance their beauty, with minimum time and effort.
1.4) Regional Wear: This will be an invention in retail history- introducing different regional
dresses to the customers.We will devide the whole nation in two broad categories,i.e. -a)
North Indian: Gujarati, Rajasthani, Bengali, Punjabi, Sambalpuri, Banarsi, etc.
b) South Indian: Kanchivarm, Pattu Sari, Dhoti, Lungi etc.
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MARKET RESEARCH:-
India is a strong competitive in the worlds garment market. The latest trends are going
towards the fashion. Apparel sector is one of the booming and glamorous industries among
others. From several researches done in the men apparel market in India, it is found that the
market is expected to grow rapidly at Compound annual growth rate (CAGR) of 14.86% from
2008 to 2010, women apparel market is also growing rapidly.
Based on our assessment of General Questionnaire (Shown in annexures), we have come
across various needs of the customer from the retail sector. Our research is based on
peoples opinions and attitudes towards products and services.
We have made the survey in the shopping malls like Garuda malls, Spencer, Big Bazaar,
Forum, Spar mega market, Star Bazaar, shoppers stop, and we have noticed that customer
are not satisfied with the products and services .
We came across that the majority of the customers are not completely satisfied from garment
retailers.
Therefore we realized that there is need for the full solution mainly in garment sector in retail
outlets.
Since the females are mostly attracted towards the garments sector , therefore we found
worth recommending you the plan for complete solution in garments retail industry.
MARKETING STRATEGY:-
A market survey was carried out in Bangalore to find out peoples expectation fron the market
and the varies constrains that resist them from buying the products available in the market.
Enumerators collected data by administering questionnaire (Refer Annexure I,ll) which
involved open and close ended questions. Sample size was 300 and was chosen by the
method of random sampling.
ANALYSIS OF INFORMATIONS:
Percentage and average methods are used as statistical tool for data collection.
1. People with income more than Rs.50000 p.m. income, with family members less than
three want to posses garments with some unique design to maintain their status.
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2. There are vary few people in high income group, those who hardly influnced by the
fashion shown in the cinema.Where as there is a drastic change noticed in the high
middle income group, who vary much influenced by the fashion of actor/actress.
Again middle income customer segment influnce by the brand name with discount on
it.
3. Most of the high middle income group customer find a mall/shop that will suggest
them a complete solution for their fashion/style. Where as people with vary high
income want a mall/shop where they can get a wide range of procuct, so that they
can choose the best one for them.
4. Surprisingly, there is a chank of customer who want follow their states traditional
fashion to create a different style for them.
a. TARGET MARKET
On the basis of analysis of income, gender, age, occupation, religion and location of the
people we have choosen the different target customer for our different products.
A. Designer wear: Income group above Rs 50,000/ month (individually)
B. Regional wears: Customers above 25 years of age.C. Combo party and wedding wear: Income group above Rs. 20,000 (individually)
D. Business Executive:Individuals incomes above Rs. 15,000/ month.
Note: - Individually =Per capita income
b. PRICING, STRATEGY
1. We will provide psychological pricing with some discounts forCombo offer of wedding
and party weari.e.; if the individual price of the garments are Rs. X and Rs. Y then the
combo offer Rs.[( x + y)-z%].
2. Business executive dresses for females and regional dresses will be provided with
discount on buying other related commodity .
E.g.
Purchase on Rs. Discount On Product
1000 5% - Perfume
2000 12% - (Perfume + cosmetics )
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Designer wearwill be arranged through a auction show where initial pricing of the dress will be
started from keeping Y % profit margin on the dress. People would be permited to attain the auction
by purchasing a ticket worth Rs. X. This strategy will help us in attracting the high income segment
and also to avoid unexpected gathering.
Starting bidding price= cost+(cost*y%profit)
Promotional strategies:
We have choosen different promotional strategies to promote different products, as the route
of reaching to diffrent segment of people is vary diffrent.Following are the various ways of
awaring the target customers:
1. Advertisement for designer wear will be given in popular Fashion Magazins,
2. SMS through Rediffbol, mobile operatoretc. can be used to aware people
about the date,time and place of auction for designer wear. The same media
can also be used for promoting regional and business executive dress.
3. We can send e-mails through internet to aware people about designer wear
and then relunch of the same through e-auction.
4. To promote wedding wears we can give advertisement through banner and
pop-up in various Matrimonial site.
5. To promote regional wear, advertisement will be provided in regional
newspapers and magazins like; Kannada, Hindi, English,Bengali etc, that has
circulation in Bangalore. Coupons worth 10% discount would also be
published in the newspapers for garments other than designer wear.
6.There can be advertisements during peak hours in radio FM as it is booming
today.
7.Advertisement would be played during the internal in cinemas as people are
crazy about the movies and cinemas.
8.Hoardings can be placed outside the colleges, famous parlours, Health care
center etc.
9.Future media Future Groups own media channel could be used to creat
awareness about these products.
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BRANDING STRATEGIES:
Like other strategies diffrent types of branding has to be adopted for diffrent products.
1. DESIGNER WEAR: Designer wear does not require much of influence by
brand name as the designer name itself act as a brand.
2. BUSINESS EXECUTIVE DRESSES: Here three branding strategies can
be adopted to promote the product:
a. Umbrella Branding through Pantaloon
b. Individual branding that will give a joy of experiencing a new
product.
c. Umbrella branding through other famous brands like Peter England,Arrow etc.
- among this the first one is the most fesiable as the advantages the
product can gets are:
It does not incure much of cost in brand awarebess as Pantaloon
is a well known brand to all.
Through Pantaloon it can get ready made brand loyal customers.
3. Combo party and wedding wear: To promote this product branding shall
be done under a new brand name, so that the customer can enjoy a new
product. Brand name shall be like ; Mr.& Mrs. , HUM(a Hindi word that means
WE)
4.REGIONAL WEAR: Branding strategy shall be of individual brending,
where similar type of designs can be put under one brand, Like
GHARANA(Garana is a hindi word that means Tradition)
SELLING AND DISTRIBUTION STRATEGIES:
Selling and distribution strategies should be such that it helps the company to
achive the goal.The goal is to deliver the products to its target customer to
develope customer base, and at the end earn healthy profit.
Different alternative selling and distribution strategies for different products are
shown below:
1. DESIGNER WEAR:
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CASH GENERATION CYCLE:
SOURCES
Famous
designer
exhibits in the glass
show case so as toadvertise the product.
Launch
the
product
through
auction
at Future
groups
mall,
Unsold
product in
auction
Relaunche
d those
products
through E-
auction
Unsold
productin E-
auction
Relaunched
those
products
through E-sale with a
minimum
profit margin
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2. BUSINESS EXECUTIVE DRESSES;
CASH
INFLOWS
Bidding- a
open &unlimited
profit.
Revenue=c
ost+(cost*x
% rofit + %
Ticket for
getting
invitation for
bidding.
Revenue=no.Of ticket sold
Sponsorship
Name of
the
sponsoror ofthe auction
will be
printed on
the ticket
E-auction:-an unlimited
means of
profit earning
from the
entire world.
E-sale.
Revenue=cos
t+(cost*x%pro
fit
x%= Initial profit
margin
y%= Unlimited
profit margin
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CASH GENERATION CYCLE:
SOURCES
Famous brandsDesigners
Displayed for
the first time.
Revenue=[co
st+(cost*x%)
Unsold
garments
On
purchae
s of
Rs.1000
& aboveget a
discount
of 5%
on
On purchase of Rs.
2000 & above get a
discount of 10%
Remainin
g unsold
products
Exclusive
Offers for
would be
EXECUTIVE
Relaunched
the executive
wears
targeting the
students with
a discount
offers.
Revenue=cost
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CASH
INFLOW
At the
first
launch
Revenue=[c
ost+(cost*x%
profit)]*sales
Discount on
1000rs
purchase
Revenue=[cost
of executive
wear+(cost*x%
of profit)]+[cost
of perfume+(cost
Discount on
2000rs.
Purchases
Revenue=[(cost
of executive
wear+(cost*x%of
profit)] +[cost of
perfume+(cost*y
%profit)+cost of
wrist watch
+(cost*z%profit)]
-10%discount
Exclusive Offers
:
Revenue=cost of
executive
wear+(cost*x%profi
x%=Highest profit
margin
y%=profit margin ofperfume
z%=profit margin on
wrist watch
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3, COMBO PARTY AND WEDDING WEAR
Sources
BoutiqueDesigner
For the
first time
launching
combo
price will
be lower
than the
individual
price
Unsoldgarment
s
Exclusive
offer
Couple
purchasing
above
rs.10,000
will get a
exclusive
pass for
attening
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CASH GENERATIG CYCLE:
4. REGIONAL WEAR
At the
first time
launched
Revenue
=[ cost +
(cost*x%)
]*sales
Exclusiv
e offer
Revenue
Cash
x%= Initial profit
margin
Source
From the
origin
eg:Jaipuri
langha
Showcase
sellingUnsold
regional
wear
Jodi offer
on
purchasing
male/female
wear
customer will
get a free gift
for
Sales
offer
Deliver
the
remaning
wear to
the
customer
Pilled up to
relaunched
at religious
festival
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CASH GENERATIG CYCLE:
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FINANCIAL PLAN
Cash
inflow
At first lunch
Revenue=
[cost+(cost*x% *sale
On Jodi Offers
Revenue=[cost
+(cost*x%)-
Rs.y)]*sales
On discount
Revenue=[cost
+(cost*z%profit)
]*sales volume
At festival time
Revenue=[cost+(c
ost*x%profit)]*sales volume
x%= Initial profit margin
Rs. Y = price of gift
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cost -revenue estimation of regional, business
executive, combo party and weeding wear
Revenue= no. Of dresses sold * price
Types of dresses No. Of dresses sold p.a. *
Avg.
Price/dress
= Total(
in rs.)
combo party and wedding
wear 250 * 20000
500000
0
Business executive
dresses 150 * 3000 450000
Regional wear 100 * 800 80000
Total 500
553000
0
cost= rent+salaries
Types of expences cost/year
Rent 116640
Salaries of sales
representative 480000
Total 596640
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Profit
493336
0
Rent= 36sq/ft area for each garment*Rs90/sq ft*3(types of dresses)=9720rs/ month
annually= 9720*12= Rs.116640
Salaries= Two representative for each type of garments*Rs 5000/employee*3(types
of
dresses)= rs. 30000
Annually= rs. 30000*12= Rs. 360000
Salary of manager= Rs.10000*12= Rs 120000
Rs.480000
Tax is excluded
Cost -revenue estimation for Designer wear
No.of dresses sold p.a. *price = Total
20 28000 560000
Other incomes
Tickets
(200 tickets/month
*12)2400 *300 720000
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Competitive Business Strategy
As the product started growing in the market, new competitors and substitutes of the product
rise in the market. Our product is such that, it has the following competitive strenghs to protect
itself from the competitions.
A. PRODUCTS STRENGH ANALYSIS:
1. Designer wear is most attractive one; it will lead the people towards identing the
latest fashion.
2. Regional wear will be innovative in the mall and hence it will attract the customer .
3. Combo will also be a new arrangement and hence it will give the solution for the
choice. E.g. Womens dress embroiders will be same as of men.
4. Since executive dress for female will also be the new product.
B. SPECIFIC ATTACK STRATEGY:
1.Discount program on product enables the customer to take the other product from the
same mall on discount. This will be the better representation in comparison to the other
mall.
2. Intensive advertising promotion will be done when it will reach growth stage to face
the challenges of competitors.
3, Continious product modification: The type of garments we have selected that does
not need much effort to modify them, The only effort requred is for their presentations.
4. Prestige products like designer wear will help in maintaining the status of the
business group and it may futher increase the reputation of Future Group.
6. Promotion of the product through SMS through rediffboll or Chikka messenger will
be the best way for promotion.This type of promotions helps companys to keep
reminding about the products and as a result psychologically they become a brand
loyal customer.
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Conclusion:
This project basically gives us the complete solution for the garments. It shows us the
importance of emerging potential of the high class as well as middle class market.
It will be first time in the history of retail industry. The Desire and Expectation of the customer
will get it through this plan rather than dictating look. The plan will provide people everywhere
with the piece they need to create their own style and judge the master designs. It will let the
customer to feel the master design.
Annuexture 1
QUESTIONAIRE
(1) Name:.
(2) Age. (4) Email Id:
(3)Gender (5) Phone No..
(6) If you have rs.2000 with you, how you will spend that? Show the slap:
Food & Beverage- Electronics Items-
Home Appliance- Cosmetics & Jewellery-
Garments- Weekend Special-
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Cinema- Environment/Location
(7)You want to spend major portion of your money on this because of:
Your passion Influnce of others Need Other
(8) Do you think your portion of spend on the above marked is constant?
Yes It varies with situation Certainly not I do not know
(9) Other than above marked product, you would alsso liked to spend on:
1. 2.
3. 4.
(10) Malls you prefer the most rank in accordingly:
Big Bazaar Bangalore Central Cosms Mall
Star Bazaar Garuda Mall Spar hypermarket
Subhiksha Forum More
Relaince fresh Gopalan Mall Nilgiris
Safal Fresh Lifestyle Shopping Complex
(11)You want to go to a particular mall because of its;
Environment Range of products Price of productsService
Date:..
Place: Signature
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Annexture2
GARMENT
QUESTIONAIRE
(1) Name:. Gender
(2) Age. Profession:..
(3) IncomeMembers in the Family
(4) Email Id:
(5) Phone No..
(6) How often you buy a garment?
M / F
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Weekly Monthly Twice in a month Once in
six months
(7) You buy a garment because of-
Design Quality Price
Special offers
(8) Does the brand name matter for you?
Yes always Not always Extremly not
(9) Which combination you like most?
Design&quality Design&price Status&easy availibility
Quality&Price
(6) Which brand you prefer most? Rank it accordingly
Peter England
Louis Phillip Adidas Identity
Nike
Reebok John Player Levis
Lee
Others:..
(7) Are you passionate about master design? Yes / No
(8) What resist you from possessing that?
Price Easy Availability Awareness About the Source
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Others.
(9) Which Shopping Mall do you prefer for the Garments?
Big Bazaar Bangalore Central Garuda Mall
Forums Lifestyle Shopping complex Cosmos Mall
Vishal Meghmart Shoper Stop West Sides
Others if Any.
(10)Name a tyoe of dress that hardly you can get in Bangalore.....................................................................
(11)The above you get from;Personal contacts Patticular Shop/mall(Please name the shop)
..........................
Teleshoping(Please name the show)...........................................
E-shoping (Please name the site)...............................................
Any Suggestion
..
Date :..
Place:
Signature
(
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)