1. Presented by:
Sameer, Abhinandan, Shreya, Trishant, Rohit, Inamdar.
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2. Explore endless possibilities with
Westside
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3. • 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 Page 3

4. Contd…
• The store sizes range between 15000-
30000 sq. feet.
• Annual Sales for 2010 was Rs. 543 cr.
• With net profit of Rs. 40 cr.
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5. Features
• Designed to be one-stop
shop for complete family.
• Offers broad product variety.
• There is huge price band.
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6. Westside as a “Brand”
• The name itself gives an upbeat feel.
• The stores are designed to convey this
message.
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7. Place strategy
• Chain of stores mainly functioning in
malls.
• Stores mostly located very near its
competitor.
• Products distributed from Mumbai
headquarter.
• Stock replenishment done mainly on
Fridays.
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8. Place strategy Contd…
• Product availability mainly depends on the
city of operations.
• Opening of exclusive store to women,
keeping in mind that, women form the
biggest and most loyal customer base for
them.
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9. Product Strategy
• Has about 7-8
product category.
• Displays majorly in-
house brand.
• Has tie-ups with
other brands.
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10. Product Range-
• Men’s Wear and Accessories.
• Women’s Wear and accessories.
• Kid’s Wear.
• Crockery and Kitchen.
• Daily Necessities.
• Branded Jewellery
• Gift items.
• Furniture.
• Footwear.
• Interior decoration.
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11. • 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
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12. Page 12

13. Page 13

14. Page 14

15. Product Positioning
• Positioned as value for
money products- good
quality , low prices
,contemporary and
exclusive designs and
wide variety
• Good store ambience –
shelves not overloaded
• Focus on “ I-got-a quality-
product-at-a-reasonable-
price” feelings
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16. Division
• Women Wear
– Western formals, casuals and
ethnic wear
– Range had great depth
– Designer clothing introduction
• Kids wear
– Sporty and international look
– Catered to wide age group :
infants to teens
– For girls – Gypsy ,Sporty ,
guns n roses line
– For boys – skull and stud
lines
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17. Cont.
• Mens Wear
– Formals, casuals, ethnic ,sports wear, part wear
– Latest styles
• Household
– Towels, bathroom sets etc
– Well coordinated, allowed mix n match
– New introductions each week
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18. Cont.
• Gift Section
– Diyas , terracotta pots ,urns
– Range of furniture
• Utility
– In wrought iron and rope : magazine racks , stools ,
etc
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19. “ Fashion at affordable pricing ”
• Focus on 2 parameters – style and
affordability
• Total advertising spend 8% of sales
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20. Beyond Products
• Employees are trained on various aspects
like:
– Product Knowledge.
– Workplace Ethics.
– Communication Skills
– Courteousness.
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21. RETAIL OUTLETS
Strategy
 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 Page 21

22. Contd.
Stocks
Each 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 Page 22

23. Services and Store Atmosphere
Pre-purchase services include accepting telephone & mail orders,
advertising, window & interior display, fitting rooms, fashion shows.
It provides post purchase service including shipping & delivery, gift
wrapping, adjustments & returns, alteration & tailoring.
It also provides ancillary services including general information ,
check cashing, parking, restaurants, repairs, interior decorating,
credit etc.
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24. Customer Services and
Privileges Well-designed interiors,
Well-designed interiors,
sprawling space, prime
sprawling space, prime
locations and coffee shops
locations and coffee shops
Policy is to satisfy customers
Policy is to satisfy customers enhance the customers’
enhance the customers’
with the range, quality and
with the range, quality and shopping experience.
shopping experience.
value of the products . .
value of the products
If Customer is dissatisfied with any item they purchased, Westside
would take the necessary measures to assist them.
Westside have complete
Westside have complete
confidence in the quality of their
confidence in the quality of their
In the event that customer do
In the event that customer do merchandise however customers
merchandise however customers
not have the receipt , ,then they
not have the receipt then they should have any grievances, they
should have any grievances, they
would offer them an exchange
would offer them an exchange would be happy to address them
would be happy to address them
or provide them a gift voucher
or provide them a gift voucher once they are brought to our
once they are brought to our
to the current or last known
to the current or last known attention.
attention.
selling price.
selling price.
Customers can return unused merchandise along with its receipt within 30
days; They would exchange the returned items or give a complete refund.
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25. “Shopper found dead in local
store; cause of death –
boredom”
Stanley Marcus, Chairman-Emeritus, Neiman Marcus
No other variable in the retailing mix influences the consumer’s initial
perceptions of a bricks & mortar retailer as much as the store itself.
The store is “where the action is” and includes such minor details as
the placement of the merchandise.
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26. Visual Merchandising
• The artistic display of merchandise and theatrical props used as
scene-setting decoration in the store
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27. Store Front Design
• Storefronts must:
– Clearly identify the name and general nature of the
store
– Give some hint as to the merchandise inside
– Includes all exterior signage
– In many cases includes store windows – an
advertising medium for the store – window displays
should be changed often, be fun/exciting, and reflect
merchandise offered inside
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28. Page 28

29. Page 29

30. Lighting
• Important but often overlooked element in
successful store design
– Highlight merchandise
– Capture a mood
– Level of light can make a difference
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31. Color
• Can influence behavior
– Warm colors increase blood pressure, respiratory rate
and other physiological responses – attract customers
and gain attention but can also be distracting
– Cool colors are relaxing, peaceful, calm and pleasant
– effective for retailers selling anxiety-causing
products
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32. Sound & Scent
• Sound
– Music viewed as valuable marketing tool
– Often customized to customer demographics
– Can use volume and tempo for crowd control
• Scent
– Smell has a large impact on our emotions
– Victoria Secret, The Magic Kingdom, The Knot Shop
– Can be administered through time release atomizers or via
fragrance-soaked pellets placed on light fixtures
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33. Promotion Strategy
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34. 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
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35. Page 35

36. Page 36

37. promotions and special offers through direct mailers.
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38. Page 38

39. Problems faced by Westside-
• Target customer base changed over time.
• Not much shelf-space is given to the
International brands.
• Customer preferences are changing from
in-house labels to international brands.
• Lesser media promotions.
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40. Competitors
• Pantaloons
• Ruchi’s Big life
• Maxx
• Shoppers Stop
• Globus
• Big Bazaar
• LifeStyle
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41. COMPETITIVE ANALYSIS
STORES SHOPPPE LIFESTYL WESTSIDE GLOBUS
RS STOP E
POSITIONING EXCELLENT TRENDY, STYLE & EXCELLENT
SHOPPING YOUTHFUL & SHOPPING
EXPERIENCE VIBRANT AFFORDABILIT EXPERIENCE
BRAND Y
FORMAT MULTI- MULTI- EXCLUSIVE BRANDS AND
TYPE BRANDS BRANDS TATA TREND PRIVATE
{BRANDS & GROUP ONLY LABELS
PVT LABELS}
PITCH Shopping Latest fashion Affordable LATEST
experience Style FASHION AND
STYLE
Target Customer Affluent Affluent Middle Class Upper Class
Customers Consumers
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42. Thank You
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