Competitive analysis

Competitive Analysis -AnujaBihani

Categories within Apparel Apparel Men’s Wear Women’s Wear Children’s Wear Formal Wear Casual Wear Accessories Infants Toddlers Sleepwear Western Indian Girls & Boys Wear Innerwear Evening Wear Loungewear Teens Accessories

Kolkata Primary Survey Multi brand Outlets Big Bazaar Pantaloons Brand Factory Central Kolkata Bazaar Westside

Kolkata Primary Survey Multi brand Outlets… Shoppers Stop Globus Lifestyle Ebony

Kolkata Primary Survey Exclusive Brand Outlets Levis Wills Lifestyle Allen Solly Louis Phillipe Van Heusen Arrow Tommy Hilfiger

Kolkata Primary Survey Exclusive Brand Outlets…. Dockers BIBA Marks & Spencer Lilliput Gini & Jony Colorplus

Future Group Future Group shall deliver Everything, everywhere, everytime for every Indian Consumer in the most profitable manner. We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development

Future Group Big Bazaar Pantaloons Brand Factory Central

Big Bazaar Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is a subsidiary of Future Group Venture Ltd's, and follows the business model of United States-based Wal-Mart.

Reflect the look and feel of Indian bazaars at their modern outlets .

All over India, Big Bazaar attracts a few thousand customers on any regular day.,[object Object]

The large and growing young working population is a preferred customer segment

Big Bazaar specifically targets working women and home makers who are the primary decision makers,[object Object]

Personal selling,[object Object]

Big Bazaar Price cues used SabseSasta Din (15th August and 26th January) Asin and Dhoni Brand ambassadors Exchange schemes to induce purchases Store Specific VIP road Exit well placed Kids section on entry and then the grocery section

Observations @ Big Bazaar Big bazaar was extremely crowded specially the grocery section, the second floor wherein there were apparels was comfortable There were danglers all over the place which made it look very flooded with sales schemes Customers sounded pretty satisfied, they thought that big bazaar had a value for money offering A lot of vernacular advertising Communicates offers and range in a big way Festive oriented

Pantaloons Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market.

Pantaloons Stores Visited: Camac street, South city mall Excellent Display Adequate Breathing space Courteous staff Ambience comfortable Gift vouchers Upcoming movie collection(London dreams) Viewed as trend setters

Pantaloons User friendly e-store (http://pantaloon.futurebazaar.com/indexPantaloon.jsp) Sponsor of events like Femina Miss India

Observations @ Pantaloons The design of the store is fabulous assisting the consumer and reinforcing his/her purchase decision every time; for example there was a round structure created with mirrors where the consumer could see even the accessories on her/him Even the staff reinforced and acted as a stimulus during the point of purchase

Brand Factory Future Group obsolete stock Lack of breathing space 200 Brands 20-50% discount 365 days

Observations @ Brand Factory Brand factory is the ultimate destination for innumerable brands, Consumers have that mindset while entering the store that they will get expensive brands at affordable rates hence they tend to compromise on breathing space

Central Communicates both Range as well as Promos Target Market is upward moving trendy urban customers A very vibrant and peppy feel to the communication

Kolkata Bazaar Spacious Visual display poor Inferior merchandize

Observations @ Kolkata Bazaar The merchandize quality and display is extremely poor There were hardly any customers The offerings were low priced and inferior in quality

Westside The company has a turnover of Rs. 357.6 crores (FY 2005-2006) and currently operates 36 stores in the major metros and mini metros of India. An international shopping experience, a perception of values, and offering the latest styles, has created a loyal following for Westside's own brand of merchandise. Westside was named the 'Most Admired Large Format Retail Chain of the Year' by the Lycra Images Fashion Awards2005.

Westside Stores Visited: Camac street, Mani Square Kids collection (Hanna Montana) Schemes not excessively marketed but noticeable Price cues used Gift Vouchers Store Specific Mani square Excellent Display

Westside The kids section was strategically thought of with there being a Hanna Montana counter, the kids lead their parents to the stores- hence Westside en cashed on getting customers to visit their stores first

Shoppers Stop Generally sale and promo communication Black and white communication in accordance with the brand campaign One or two ticket size offers and not arrays of offers Does not have a fixed visual grammar, often determined by the partner brand Selective vernacular communication Communication does not showcase range of apparel available but portrays a mood not essentially related to shopping

Globus Celebrity endorser Communicates both range and the prices upfront Does not showcase low end apparel but advertises expensive clothes Has a fixed visual grammar and ensures that the communication is dynamic Has a very international feel to it No vernacular advertising

Lifestyle Communicates range in a very simple and clutter free way Communicates gifting options also The moods are very Indian and can be related to by the common Indian urban consumer Mostly communicated through fashion and current affairs magazines, not present in dailies The communication is not aspirational No vernacular advertising

Ebony Totally promo driven communication Does not showcase range or products Very similar to retail advertising but not close to fashion advertising

Levis Levis-Elgin road Crossing Excellent Scheme Change your reach 150 I phones Change your studio 50 Mc Books Change your World Car Beat Others: Spykars, Wills, Benetton……

Observation @ Levis Levis had a cool ambience and the entire store depicted the brand personality – “Rebel” extremely well The campaign was well targeted to the youth Celebrity endorser Sale and product communication Bold communication Consistent visual grammar

Observations @ Wills Lifestyle Designer apparel with mention of the designer Outdoor ambience sets the mood and adds to the story International look and feel Stylized communication

Observations @ Allen Solly Relaxed communication Showcases the range Has different stories for different products Tells the same story in more than one way Communicates only to the working man Portrays him to be a hero in his own sphere

Louis Phillipe Very similar to other communication in the category A lot of mood advertising Showcases the range The communication is aspirationalfor the urban office-goer

Arrow Sale and promo communication Authoritative tonality Does not showcase any range

Tommy Hilfiger Sale, promo and product communication Visual communication No brand story Generally international advertising

Dockers Mood and range communication Portrays the attitude inherited with the clothes Visuals and logo, no copy

BIBA Sale and range communication Brand tries to establish a fantasy Usage of very archaic elements to give the communication an ancient seriousness Consistent visual grammar

Observations @ Marks & Spencer Sale and range communication Presence of catalogue advertising Simple visuals to portray range Lacks style, looks ordinary

Lilliput Communicates range and footprint Also communicates ticket sized promos Usage of international models gives it a premium look and feel Showcases range from 0 to 12

Gini & Jony Communicates promos and range Also communicates ticket sized promos Usage of international models gives it a premium look and feel Showcases range from 0 to 12 Communicates activities involving mothers to portray the brands understanding of children

Competitive analysis

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Competitive analysis