Catchment Analysis of

Reliance Trends

in Chandigarh

Submitted by :-Mehak Mehta

Contents Objectives of the Study Research Methodology City Beautiful – Chandigarh Elante Mall Educational Institutes Competitors :-

Malls Markets

Reaching out to Target Market Marketing Mix SWOT Analysis Recommendations

Objectives• To know the Demographic Profile (population, literacy rate, per capita income, etc.) of people living in tricity.

• To understand the catchment area of Elante Mall.

• To know the awareness level, purchasing power, brand loyalty, monthly expenditure of the students studying in the colleges near Elante Mall.

• To understand the competition of Reliance Trends :- Competition from nearby malls and apparel retail outlets within. Competition from apparel stores in the vicinity.

• To know the awareness level of people regarding Reliance Trends.

Research Methodology

Sample Size 200 students* (Undergraduates- 125 and

Postgraduates- 75)(*survey was conducted on students only)

Sampling Techniques 1. Convenience Sampling2. Snowball Sampling

Methods of Survey 1. In-depth-interviews of students were conducted in Institutions.

2. Observation method was used in malls and markets.

City Beautiful Chandigarh

Administrative View

Aerial View Chandigarh-Mohali-Panchkula

Chandigarh-The Destination Ranked 1st amongst all states in country - By Human Development

Index Ranked 3rd in India on the basis of Per Capita Income. Clean and Green city of India - Attracts lots of Foreign and

Domestic Tourists. Well managed city - Known for ‘Good Governance‘ and ‘Efficient

Administration’. Prestigious institutions : PEC , Panjab University, PGIMER, College

Of Architecture etc. Research Center : Institute of Microbial Technology, Central

Scientific Instruments Org. , National Institute Of Pharmaceutical Edu. & Research , etc

Nominated as first Indian City as “ UNESCO World Heritage Site”.

Demographic Profile Tricity

Demographic ProfileChandigarh

Index PercentageConsumer Price Index (Excl.Rent): 32.10

Rent Index: 6.29

Groceries Index: 33.99

Restaurants Index: 19.21

Consumer Price Plus Rent Index: 19.49

Local Purchasing Power: 60.09

Distribution Of Cost Of Living Expenses (CHANDIGARH)

Distribution Of Cost Of Living Expenses (CHANDIGARH)

Source : http://www.numbeo.com/cost-of-living/country_result.jsp?country=India

ELANTE in Chandigarh

Area Surrounding ELANTE • Elante is situated in Industrial Area Phase 1 that falls in Ward No. 20 having population of 39,381 approx.• The other wards that are in close proximity to Elante Mall are shown in the following table.

Ward No. Sectors Population Sex Ratio Literacy Rate Distance

17 18, 19 and 21 25,219 889 94.23 4- 5 km North

18 27, 28 and 30 30,934 880 93.19 1 km North

19 26, 26 E, Transport Area, Madarsi Colony

33,852 818 75.80 3-5 km North

20 29, Industrial Area Phase I, Phase I Sanjay Colony

39,381 790 78.65 0

21 32 and 46 29,625 902 94.91 2-3 km West

22 31, 47, 48, Industrial Area Phase II

29,418 925 96.31 2-3 km South-West

Residential area and MallsCatchment area Residential area Malls & Markets

Primary Catchment ( less than 2 km)

Ward No. 18

Sectors27, 28 & 30

1. Westside2. City Emporium3. Centra Mall

Secondary Catchment(within 2-5 km)

Ward No. 19 21 22

Sectors26,26E, Trp. Area32 &4631,47,48, Ind. Area Phase II

Sector 19

Tertiary Catchment(beyond 5 km)

Ward No. 81017

Sectors37, 38 & 38(west) 41 & 4218,19 & 21

1. Sector 222. Sector 173. DT Mall4. Fun Republic5. Paras Down Town

Educational Institutions

Educational Institutions

Name of the Institute Distance

Indo - Swiss Training Centre, Sector 30, Chandigarh, India 1.9 km

SD College, Chandigarh, Chandigarh, India 3.4 km

Government College, Sector 46, Chandigarh, Chandigarh, India

3.7 km

Sri Guru Gobind Singh College, Sector 26, Chandigarh, Punjab, India

4.9 km

DAV College, Sector 10, Chandigarh, Chandigarh, India 7.5 km

Panjab University, Sector 14, Chandigarh, Chandigarh, India

8.5 km

Government College for Girls, Udyan Path, Sector 11, Chandigarh, India

8.7 km

1. Not more than 10% of the students are aware of Reliance Trends.2. Students go to malls normally to watch movie and for window shopping.3. On an average, monthly expenditure of a student on apparels & accessories

is between Rs.1000 to Rs.1500.4. Out of the brands they could recall, UNITED COLORS OF BENETTON and

DENIZEN are the most popular ones.5. Students of Chandigarh prefer shopping from Sector 17 than from a mall

because they get a lot of variety over there.6. One thing that matters a lot to students is better quality, for which they are

even ready to pay a higher price.7. Distance matters a lot but they are ready to risk on their convenience if they

get better quality(Q3) at affordable prices(P1).8. Students of Tricity want unique products that are not available in other

markets.

Competitors

Distance from ELANTEName of the Mall Distance

Paras Down Town 8 km

Fun Republic 6.2 km

Centra Mall 550 m

DT Mall 8.6 km

PARAS DOWN TOWN

STORES in Paras Down TownFashion Apparel• Levis • Gini & Jony • Peter England• Black• Levis Signature• Benetton• Mufti• Harrvi• Pepe Jeans

Foot wear Brands• Reebok • Adidas • Nike • Puma • Joy & Peace • Big Shoe Bazaar

Paras Down Town

Stores in Fun Republic

.

Some notable brands available here are..

United Colors Of Benetton

Hues

Reebok

• The mall is at a stone’s throw from Elante Mall . The distance is just 550 m.

Stores in Centra Mall

Markets

Sector-17• The most popular shopping arcade is in Sector 17, which is also known as City Centre.• Main attraction of Sector – 17 :-City Center 17 PlazaNeelam CinemaAll Branded Showrooms, restaurants, pubs, fashionable clothing stores.Bank SquareHotel TajShivalik View

• This sector is home to brands like Tommy Hilfiger, Van Heusen, Levi’s, Dockers, Adidas, Gucci, Puma, Nike, Reebok among others.•The positive side of this market is that it provides variety in apparel, accessories & luggage.•The negative side is that the capacity of Sector 17's two parking lots, Sahib Singh and Empire Store, is around 1,000 cars, these remain jam-packed most of the times, leaving others high and dry.

Sector-22• If there’s one thing that makes Chandigarh affordable to the middle class, it’s Sector 22’s street market.

• 22-D market, at a five minutes drive from Hotel Aroma, is a paradise for people who want to shop for the latest trends without the brand names.

• The market offers a complete shopping experience and that too, at low prices.

• Sector 22 market is stocked with clothes, to fit people of all shapes and sizes, in the latest fashions and styles, ranging from as low as Rs. 50 to the tune of Rs. 1,000 plus.

• The trends at the market change with seasons and movies.

• Trendy bags, matching footwear and artificial jewellery are also available here.

• This market is one of the biggest competitors for Reliance Trends.

•The market is open from 10 AM to 8 PM and is closed on Mondays.

Sector-19Bargain, Bargain and Bargain !!!

• The second affordable shopping destination for middle class after Sector-22 street market is, Peshawari Super Market.

• Sector 19 rehri market sees quite a rush of the shoppers as one can shop from clothes to utensils and other daily need items.

•Around 1100 square feet each, first and second floors of a single bay showroom are available in Sector 19 market of Chandigarh.

• The trends in clothing at this market keep on changing as per the season.

• The market is open from 10 AM to 8 PM and is closed on Mondays.

•It is the next big competitor for Reliance Trends after Sector 22 market.

Reaching out to Target market

Reaching out to Target market

• Hoardings in Panchkula & Mohali only as they aren’t allowed in Chandigarh.• Print media – Local newspaper, newspaper inserts etc.• Big FM and My FM.• Outdoor - Organizing events like photo shoots and road shows in Tricity.• Associating with social cause in tricity & for the people of tricity only.• Local cable network.• Social networking sites like Facebook, Twitter etc..• Sending text messages and e-mails to the students of all the institutes of

nearby colleges. • Bus shelters can be utilized for advertising. • Contests in schools and colleges, targeting the students and giving inaugral

discounts or membership discounts.

Marketing Mix Price• Price should not be an area of major concern for sales in Chandigarh.• People are not price sensitive while buying apparels.• People are ready to pay higher price (P3) for a good quality (Q3) & fashionable product.• But like others, population of Chandigarh also rush for discounts & offers etc.

Product• People along with a good quality product, want good after-sales-service also.• Reliance Trends can keep matching accessories & luggage with costly apparels, for up-selling.• People want variety in product line.• A very different and stylish product is expected every other day.

Place• Reliance Trends is located in Industrial Area Phase I.• It is situated at a place where there is Economies of Concentration, Economies of Information etc.• A very good transportation facility is available.

Promotion• Sending text messages & e-mails to the people whenever they enter Industrial Area.•Organizing events like photo shoot & road shows near Sukhna Lake and Sector 17 etc.• Use of print media – local daily, pamphlets etc.• Providing free inaugural gifts to customers during launch.

SWOT AnalysisSWOT AnalysisSTRENGTHS

• Reliance retail is financially sound.• To be located in heart of city.• Low prices of the merchandise attracts customers.• Deals in all types of apparels, accessories & luggage.• Targeting men, women as well as children.

WEAKNESSES• Acute lack of awareness about the store.• Most customers visit the existing stores only while passing by.• Low percentage of national brands is also a major constraint in the store.• Similar type of apparels available in Sector 22 and Sector 19 markets.

OPPORTUNITIES• Brand name of Reliance has a lot of opportunity attached with it.• Located at a prime location where economies of concentration, information etc. exist.• Very few competitors fall in close proximity.• Chandigarh has the 3rd highest per capita income, thus the spending power of people is high.

THREATS• Negligible awareness among the people of tricity about Elante Mall & Reliance Trends.• Following stores are in close proximity to Elante Mall :- 1. City Emporium - 500 mt 2. PVR - 550 mt 3. Westside - 1.5 km• Cut throat competition from Paras Downtown, Fun Republic, DT Mall etc.• Markets of Sector 17 , 19 & 22 provide wide variety in Apparel, Accessories & Luggage.

Product Specific • People of Tricity want variety in apparel and accessories so Reliance Trends must bring in wide collection in apparels.

• Reliance Trends must keep matching accessories & luggage with apparels as this proves very effective in the retail outlets for upselling.

• People of Tricity (especially youth) are less price sensitive. Around 70% of the population of Tricity is ready to pay more if they get trendy and better quality.

• Reliance Trends must keep products for the tourists (specially from other countries), as there is a huge market for tourists in Chandigarh

Promotion Specific• Aggressive advertising is required in Tricity because people are aware of Reliance and Reliance Fresh but only 10% of the population here is aware of Reliance Trends.

• Reliance Trends provides best quality (Q3) at affordable prices (P1). Most youngsters are ready to pay higher price if they get good quality.

• During launch phase, Reliance Trends should provide inaugural gifts to initial customers and attract students and youngsters in the process.

• Reliance Trends should sponsor events and provide free membership cards to contests conducted in schools and colleges in Tricity.

THANK YOU