Executive Summary

The Indian retail industry is now beginning to evolve in the line with the transformation that has
swept other large economies. It witnesses tremendous growth with the changing demographics
and an improvement in the quality of life of urban people. The growing affluence of Indias
consuming class, the emergence of the new breed of entrepreneurs and a flood of imported
products in the food and grocery space, has driven the current retail boom in the domestic
market.
The concept retail which includes the shopkeeper to customer interaction, has taken many forms
and dimensions, from the traditional retail outlet and street local market shops to upscale multi
brand outlets, especially stores or departmental stores. Though at this moment, it is still
premature to say that the Indian retail market will replicate the success stories of names such as
Wal-Mart stores, Sainsbury and Tesco but at least the winds are blowing in the direction of
growth.
Hence, focusing on two aspects of retail marketing i.e. Store Retailing and Non-store Retailing.
Store Retailing as the departmental store, which is a store or multi brand outlet, offering an array
of products in various categories under one roof, trying to cater to not one or two but many
segments of the society and Nonstore Retailing as the direct selling, direct marketing, automatic
vending.
Therefore, this concept of retail marketing through departmental stores, which is coming up in a
big way in India was decided to be studied in detail, through an exploratory and conclusive
research.
The objective being to assess the various parameters that influences a buyer to visit or shop at
departmental store thereby contributing to its turnover (in terms of sales and profits) hence
leading to its overall success.
The extensive research brought me to conclude that departmental stores are soon emerging on
the top priority lists, amongst the shopping spree in Delhi, as they seem to derive immense
pleasure of convenience and exposure to variety under one roof, in their extremely busy lives,
when they dont have time for things.
Though some of the customers perceive departmental stores to be expensive and only high
income categorys cup of tea, the stores make constant efforts to induce them to at least visit the
store at once during the sale period, or discount offers.
Introduction to the Project Report:
The word retail means to sell or be sold directly to individuals. Retail is Indias largest industry,
and arguably the one with the most impact on the population. It is the countrys largest source of
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employment after agriculture, has the deepest penetration to rural India, and generates more than
10percent of Indias GDP. However, retailing in India has so far, been mostly in the hand of
small disorganized entrepreneurs. It is also Indias least evolved industries. In fact, it is not even
considered a real industry. The industry suffers from lack of management talent, poor access to
capital, unfavorable regulation and denial of access to best practices. The Indian retail industry is
only now beginning to evolve in line with the transformation that has swept other large
economies. Fifty years of restricting the consumer goods industry, a national mindset which
favored denial over indulgence, and a fractured supply chain for agricultural products have all
contributed to prevent the development of modern tenants based on scale advancements and
consumer preferences.
India has some 12 million retail outlets, but many of these act merely as subsistence providers
for their owners and survive on a cost structure where labor and land is assumed to be free and
taxes nil. Compare this with the global retail industry, which is one of the worlds largest
organized employers, is at the cutting edge of technology, and which leverages scale and scope to
offer value-added services to its customers.
However, only recently has there been an awakening in this sector, with more organized retailers
starting to make an impact. The liberalization of the consumer goods industry, initiated in the
mid-80s and accelerated through the 90s has begun to impact the structure and conduct of the
retail industry. Backed by changing consumer trends and metrics, liberalization in mindsets
driven by media, new opportunities and increasing wealth, retailing in India, presents a vast
opportunity for a variety of businesses - real estate, store design & operations, visual
merchandising logistics and communications, B2C service providers, and FMCG companies who
can add to their offers by partnering this revolution.
The Indian Retailing Industry stands poised to take off into the 21st century. It is one of the
fastest growing sectors in the nation that caters to the world's second largest consumer market.
Retail boom is unabating. India has five million retailers with a business volume of $180 million
growing at 5 to 7 per cent a year. The middle class drives retailing anywhere in the world and
this segment should have reasonable income. The next driver is availability of variety of goods,
products and brands. The third one is sense of awareness.
In other developing economies, this transformation has already begun. In many of these
countries, organized retail already has a 40 percent share of the market, compared to Indias
current levels of 2 percent. As India goes through this transformation, new businesses with sales

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of 1billion 2 billion US $ will be created in grocery and of 250million - 500million US $ in

apparel. Smaller but still interesting opportunities will be created in other sectors like books,
electronics, and music. This transformation will also impact the supply chain in agriculture, the
tax collections from trade and the way people shop.
In the last 10 years, all Southeast Asian countries like Indonesia, Malaysia, Taiwan and Korea
have gone through similar phases. China, with a per capita income of $650-700 per annum, is
going through the same phase what India is also facing now. Europe went through this phase of
retail revolution about 40-50 years ago. It is believed that when a countrys per capita income
reaches the level of $1,200 per annum, organized retailing begins to takeover. Though India has a
per capital income of $ 400, on the basis of purchasing power parity (PPP) it has already hit the
$1200 level. This does strengthen the belief that probably, the right time for organized retailing
to click in India has come.
This report aims at providing an insight into the emerging trends in the industry and the barriers
to change and a perspective on what this industry could become, using the global industry as the
backdrop.

INDUSTRY PROFILE
Retail: World Largest Industry
Retail, with total sales of $ 6.6 trillion, is the worlds largest private industry ahead of financial
industries $ 5.1 trillion. It is also home to a number of the worlds largest enterprises. Over 50 of
the Fortune 500 companies, and around 25 of the Asian top 500 companies, are retailers. The
industry accounts for over 8 percent of the GDP in western economies.
Retail: Largest Private Industry In The World Economy
A Study by Mc Kinsey states that organized retail accounts for just around 2 percent (out of
which modern retail formats account for 7 percent of trade) presently is set to grow at
exponential exceeding 35 percent. Fitch estimates the current share of organized retail to grow
from 2percent presently to around 15 to 20 percent by 2010.
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Table 1:
Retail Consumption areas

US $ billion

Existing Companies in the organized sector

Food Retailing

130

Food

Bazaar

(Pantaloon)

Food

World

Subhishka.
Clothing & Apparel

12

Pantaloon Westside, Shoppers Stop

Jewelry, Watches

Tanishq, Titan, Gold Bazaar (Pantaloon)

Home Furnishing

Home Store, Arcus (Pantaloon)

Foot wear

1.7

Bata, Woodland

Beauty Care

3.6

VLCC, Health & Glow

Source: economic times industry report

Traditionally, most retailers have had very localized operations. This localized nature of the
industry is changing as retailers face low rates of growth and threatened profitability at home.
New geographies will help them sustain top-line growth as well as permit global sourcing.
Profits in retail have steadily been rising and have generated 18 percent shareholder returns
between 1994 and 1999. Significantly, retail is also one of the worlds largest employers,
accounting for instance 16 percent of the US workforce, Poland 12 percent, China 8percent,
India 10 percent and Brazil 6percent. Factors such as scale in sourcing, merchandising,
operational effectiveness and ambience have driven the spread of organized retail.
Grocery, electronics are examples of categories that compete on the strength of better pricing,
which in turn is driven by superior sourcing and merchandising and cost-efficient operations.
Wal-Mart, Home Depot and Kingfisher are benchmark retailers in these fields.
In apparel, home furnishings and furniture, the advantage is driven by the marketers ability to
provide better products in a comfortable ambience at affordable prices. In these cases sourcing
capability has to be backed by strong design capability and store management. IKEA and GAP
are good examples of this model of retailing.
Over the last few decades, retail formats have changed radically. The basic department stores and
co-operatives of the early 20th Century have given way to mass merchandisers, hypermarkets,
warehouse clubs, category killers, discounters and convenience stores. Each of these formats has

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been driven by marketers need to offer relevant, distinctive and economic propositions to an
evolving consumer base.
Global retailers have also reached a position of strength that enables their brand to be leveraged
across a wide range of services. Many of them have expanded their offering, over the years to
include fuel retail, car retail, convenience services and personal financial services. This has put
them in a position where they are not only beginning to capture growth from geographical
expansion, but are also entering large new areas of business.
The recent evolution of the Internet has helped further broaden the scope of operations of large
retailers. Further, a large number of retailers are pursuing innovative aggregation and supply
chain-streamlining initiatives using B2B technology.
Retail Scene In India
India has some sometimes been called a nation of shopkeepers. This epithet has its roots in the
huge number of retail enterprises in the country totaling 12 million, about 78 percent of these are
small family owned businesses utilizing only household labour. even among retail enterprises
that hire workers the bulk of them hire less than 3 workers .Indias retail sector appears
backwards not only by standards of industrialized countries but also in comparison to several
other emerging markets in Asia and elsewhere. There are only 14 companies that run
departmental stores and mere two with hypermarket operations. While the number of businesses
operating supermarkets is higher ( 425 in 2004 ) most of these had only 1 outlet, the number of
companies with supermarket chains was less than 10.
Major Formats of Retailing
Major formats of In-Store Retailing have been listed in Table given below:
Table 3:
Format
Branded Stores

Description
Exclusive
showrooms

The Value Proposition

either Complete range available for a

owned or franchised out by a given brand, Certified product

Specialty Stores

manufacturer.
quality.
Focus on a specific consumer Greater

choice

need; carry most of the brands consumer,

Department Stores

to

the

comparison

available.
between brands possible
Large stores having a wide variety One stop shop catering to
of

products,

organized

into varied consumer needs.

different departments, such as

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clothing, house wares, furniture,

appliances, toys, etc.
Supermarkets

Extremely large self-services retail One stop shop catering to

Discount Stores

outlets.
varied consumer needs.
Stores offering discounts on the Low prices.
retail price through selling high
volumes

Hyper-mart

and

reaping

the

economies of scale.
Larger than a Supermarket, Low
sometimes

with

prices,

vast

choice

warehouse available including services as

appearance, generally located in cafeterias.

Convenience Stores

quieter parts of the city

Small self-service formats located Convenient

Shopping Malls

in crowded urban areas.

extended operating hours.
An enclosure having different Variety of shops available

location

and

formats of in-store retailers, all close to each other.

under one roof.
Source: India info line
Non-Store Retailing
It is another type of retail marketing. Different types of non-store retailing are given below:
Direct Selling
Direct selling which started centuries ago with itinerant peddlers has burgeoned into a $9 billion
industry, with over 600 companies selling door to door, office to office, or at home sales parties.
A variant of direct selling is called multilevel marketing, whereby companies such as Amway
recruit independent businesspeople who act as distributors for their products, who in turn recruit
and sell to sub distributors, who eventually recruit others to sell their products, usually in
customer homes.
Direct Marketing
Direct marketing has its roots in mail-order marketing but today includes reaching people in
other ways than visiting their homes or offices, including telemarketing, television direct
response marketing, and electronic shopping.
Automatic Vending
Automatic vending has been applied to a considerable variety of merchandise, including impulse
goods with high convenience value (cigarettes, soft drinks, candy, newspaper, hot beverages) and

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other products (hosiery, cosmetics, food snacks, hot soups and food, paperbacks, record albums,
film, T-shirts, insurance policies, and even fishing worms).
Organized Retail Formats in India
Each of the retail stars has identified and settled into a feasible and sustainable business model of
its own.
Shoppers' Stop - Department store format
Westside - Emulated the Marks & Spencer model of 100 per cent private label, very good

value for money merchandise for the entire family

Giant and Big Bazaar - Hypermarket/cash & carry store
Food World and Nilgiris Supermarket format
Pantaloons and The Home Store - Specialty retailing
Tanishq has very successfully pioneered a very high quality organized retail business in

fine jewellery.
Structure of the retailing industry according to ownership patterns:
An unaffiliated or independent retailer
A chain retailer or corporate retail chain
A franchise system
A Leased Department (LD)
Vertical Marketing System (VMS)
Consumer Co-operatives
A new entrant in the retail environment is the 'discounter' format. It is also is known as cash andcarry or hypermarket. These formats usually work on bulk buying and bulk selling. Shopping
experience in terms of ambience or the service is not the mainstay here. RPG group has set up
the first 'discounter' in Hyderabad called the Giant. Now Pantaloon is following suit.
Two categories of customers visit these retail outlets.
1. The small retailer. For example, a customer of Giant could be a dhabawala who needs to buy
edible oil in bulk.
2. The regular consumer who spends on big volumes (large pack sizes) because of a price
advantage per unit.
Retailing in India
Table 4:
Retailer
Shoppers' Stop
Ebony
Crossword
Pyramid
Pantaloon
Subhishka
Vitan

Current Format
Department Store
Department Store
Large bookstore
Department Store
Own brand store
Supermarket
Supermarket

New Formats
Quasi-mall
Quasi-mall, smaller outlets, adding food retail
Corner shops
Quasi-mall, food retail
Hypermarket
Considering moving to self service
Suburban discount store
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Foodworld
Food supermarket
Hypermarket, Foodworld express
Glob us
Department Store
Small fashion stores
Bombay Bazaar
Super market
Aggregation of Kiranas
Efoodmart
Food super market
Aggregation of Kiranas
Metro
Departmental store
Cash and carry
S Kumar's
Departmental store
Discount store
Source: India info line
COMPANY PROFILE
Landmark Group
Landmark Group started thirty year ago with the mission of becoming one of foremost retailer
in the middle east this by providing customer with a wide range of high quality products at
exceptional value from a single children store set up in 1973 ,in Bahrain the group has
expanded exponentially and currently operates 500 store ,several concepts and business .The
land mark group wide spread presence of over 5million sq.ft and a footprint that spans across the
middle east continent and India.
The highlight of the landmark Group are its product &concept innovation .The entire retail
experience revolves around its concepts store which has been designed and engineered to suit
evolving customer needsand life style .The sith major concepts of land mark group are baby
Shop ,Splash ,Shoe mart ,Home centre Lifestyle &Max Apart from these, the group has Citymax
catering to hospitality sector and Max hypermarket under its umbrella Lifestyle.
Lifestyle International (P) Ltd
Lifestyle international (P) Ltd in corporate in India in 1999 brings together five concepts under
one roof Apparel , Footwear kids wear, health &beauty , offering a convenient one stop shop
for customer .Positioned as a young n trendy , young colorful and vibrant store ,Lifestyle offers
consumer not just the ease of shopping but also provide for an enjoyable shopping experience.
Present across major metros in india .Lifestyle is rapidly expanding its footprint in india
currently there are 15 Lifestyle store in the country
Max
Max is the largest value fashion brand in the Middle East, North Africa and India. Launched in
May 2004 in UAE, the brand now retails in 15 countries and has a network of over 260 stores
with a retail space of 4 million sq ft. Max retails private label clothing for men, women and
children as well as footwear and home accessories. A great shopping experience with fashionable
products at amazing value, is an assurance from Max fashions. Max's success is driven by its
value pricing, clarity in merchandise presentation, market positioning, aggressive market
penetration and a strong Management team. Lifestyle international(p)Ltd. opened its first
Lifestyle store in india in 1999.It is a of the prestigious USD3.2 billions landmark group Dubai.
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Each lifestyle store brings together Five concepts under the one roof Apparel, Footwear,
Children wear, & Household & furniture ,health and beauty .
Max, the largest value fashion retailer in the Middle East offers fashion clothing, footwear,
accessories and household products at amazing value, all under one roof. Launched in UAE in
May 2004, Max is today the largest value fashion retail chain in the Middle East. Max caters to
the mid market section of the population. With 114 stores across UAE, KSA, Jordan, Kuwait,
Bahrain, Qatar, Oman, Turkey, Egypt, Yemen & India, MAX plans to expand its network in more
potential markets within the Middle East & beyond. With stores that typically measures between
18,000 to 30,000 sq. ft., Max retails private label clothing for men, women and children as well
as footwear and home. A good shopping experience with fashionable products at great value is an
assurance that translates into making customers "Look good, Feel good" with Max Max is a
fashion and footwear retailer in the value segment .max retail its own label clothing for men
,women and children as well as footwear and house wear.
1. Max is opening around 100 store across India is division of lifestyle international PVT Ltd.
Which is a part of 1billion USD of landmark groups
2. Landmark group is one of the largest retailer in the middle east with over 500 across 8
countries.
3. We have already opened store in Indore ,Ahmadabad ,Bangalore, Delhi ,Agra ,Hyderabad
,Lucknow, Mumbai, Noida
4. A good shopping experience and a great value at Max translate into making customer Look
good and Feel good to the maximum
In India stores are located in the following cities:1.
2.
3.
4.
5.
6.
7.
8.
9.

Agra-12.
Ahemadabad-13.
Bangalore-44.
Calicut-15.
NCR-36.
Hyderabad-27.
Indore-18.
Lucknow 1
Mumbai 4

Vision

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To create a truly global brand that provides growth opportunities for the company and its
employees whilst achieving its goals of becoming the number one fashion retailer across Middle
East and India.
MISSION STATEMENT
1 Be a market leader in the field of value retailing.
2 Provide fashionable product at affordable prices.
3 Be innovative, cost effective and globally competitive.
4 Exceed our customer expectations.
5 Provide opportunities of growth for our employees.
Our Core Values
1 Constant focus on the development of the product and the value offered.
2 Continuous improvements of the customers shopping experience.
3 Commitment towards staff, training and development.
4 Encouraging open work culture.
Top Management

Chairman Landmark Group Micky Jagtiani

CEO Max
_

Hariharan Ramanathan
Executive Director

Vasanth kumar
Chief Operating Officer

Shekar
Head Designer

_
_ C.S
_

Amakshi Kaul

Hierarchy Followed at Max

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Store manager

Assistant Store
manager
Department
Manager

Senior CRE

CRE

PRODUCT LINE

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Kids Wear Departments

Infants Section: Boys &Girls Size

6TO 12 mnth
12 TO 18 mnth
18 to 24 mnth

Boys Sub Section: 1 to 8 yrs

2-3 yrs
3-4 yrs
5-6 yrs
7-8 yrs
8-9 yrs
9-10 yrs
11-12 yrs
13-14 yrs

Girls Sub Section: 1 to 8 yrs

2-3 yrs
3-4 yrs
5-6 yrs
7-8 yrs
8-9 yrs
9-10 yrs

11-12 yrs
13-14 yrs
Category

Girls: Tunic ,V-neck, R-neck ,Collar ,Front open ,Skirt ,Capri ,Shirt
Boys: T-shirt, Denim, Trouser, Capri, Cotton Woven ,Knitted ,Denim
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Homes: Table Mat, Table Cover, Double Bed Sheet, Single Bed sheet , Napkins, Towel,

Bathmat, Cushion Cover

Western Wear: Knit Top, Woven Top, Skirt, Woven bottom, Denim Bottom, Jacket,

Shorts, Skirts, Gown, Sleepwear.

Mens Wear: Regular fit denim, Skinny fit denim, Casual non denim, Formal, Innerwear,

Semiformal, Sportswear.
Footwear: Casual shoes , Formal shoes ,Casual sandal ,Formal sandal, Sports shoes

Major Competition

Project Undertaken
A. Improvising Sales Through VM- Every alternate day I change vm as per the of max pog
B. Improvising Staff Motivation Every morning I used to take briefing about target, how to
handle the customer so they can improve their conversion ratio.
C. Improvising Footfall -how to handle the customer so they can improve their conversion ratio.
Methodology adopted during the project work
First of all I selected my research topic. A research topic being comparative analysis of max
Objective
1. To identify the promotion approach and product image in market .
2. To know the offers to customer and competitor offers given to customer
3. To know the competitors advantages and disadvantages
4. To know the competitive status in market
5. To find out advantages and disadvantages of Max Retail.
Data collection
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Primary Data Data which is collected on our own is called primary data
I.
Personal interaction with the company guide
II.
Company policies and circulars.
III.
Discussion with other officials
Secondary Data -Already existing data is called secondary data.
I.
Company websites
II.
Articles in companys internal newsletter/periodicals
III.
Other sources

Learning: Trends in Retail Marketing

At this point, I can summarize the main development retailers and manufacturers need to take
into account as they plan their competitive strategies.
In India the trends are mainly in three sectors. These sectors are:
Trends in retail marketing
1. New retail forms and combinations continually emerge. Bank branches and ATM counters
have opened in supermarkets. Gas stations include food stores that make more profit than the
gas operation. Bookstores feature coffee shops. Even old retail forms are reappearing: In
1992 Shawna and Randy Heniger introduced peddlers carts in the Mall of America. Today
three-fourths of the nations major malls have carts selling everything from casual wear to
condoms. Successful carts average $ 30,000 to $ 40,000 a month in sales and can easily top $
70,000 in December. With an average start-up cost of only $3,000, push carts help budding
entrepreneurs test their retailing dreams without a major cash investment. They provide a
way for malls to bring in more mom-and-pop retailers, showcase seasonal merchandise, and
prospect for permanent tenants.

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2. New retail forms are facing a shorter life span. They are rapidly copied and quickly lose their
novelty.
3. The electronic age has significantly increased the growth of non store retailing, consumers
receive sales offers in the mail and over television, computers, and telephones, to which they
can immediately respond by calling a toll-free number or via computer.
4. Competition today is increasingly intertype, or between different types of store outlets.
Discount stores, catalog showrooms, and department stores all compete for the same
consumers. The competition between chain superstores and smaller independently owned
stores has become particularly heated. Because of their bulk buying power, chains get more
favorable terms than independents, and the chains large square footage allows them to put in
cafes and bathrooms. In many locations, the arrival of a superstore has forced nearby
independents out of business. In the book selling business, the arrival of a Barnes & Noble
superstore or Borders Books and Music usually puts smaller bookstores out of business. Yet
the news is not all bad for smaller companies. Many small independent retailers thrive by
knowing their customers better and providing them with more personal service.
5. Todays retailers are moving toward one of two poles, operating either as mass merchandisers
or as specialty retailers. Superpower retailers are emerging. Through their superior
information systems and buying power, these giant retailers are able to offer strong price
savings. These retailers are using sophisticated marketing information and logistical systems
to deliver good service and immense volumes of product at appealing prices to masses of
consumers. In the process, they are crowding out smaller manufacturers, who become
dependent on one large retailer and are therefore extremely vulnerable, and smaller retailers,
who simply do not have the budget of the buying power to compete. Many retailers are even
telling the most powerful manufacturers what to make; how to price and promote; when and
how to ship; and even how to reorganize and improve production and management.
Manufacturers have little choice: They stand to lose 10 to 30 percent of the market if they
refuse.
6. Marketing channels are increasingly becoming professionally managed and programmed.
retail organizations are increasingly designing and launching new store formats targeted to
different lifestyle groups. They are not sticking to one format, such as department stores, but
are moving into a mix of retail formats.
7. Technology is becoming critical as a competitive tool. Retailers are using computers to
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mail between stores, and even sell to customers within stores. They are adopting checkout
scanning systems, electronic funds transfer, and improved merchandise-handling systems.
8. Retailers with unique formats and strong brand positioning are increasingly moving into
other countries. McDonalds, The Limited, Gap, and Toys R Us have become globally
prominent as a result of their great marketing prowess. Many more Indian retailers are
actively pursuing overseas markets to boost profits.
9. There has been a marked rise in establishments that provide a place for people to congregate,
such as coffeehouses, tea shops, juice bars, bookshops, and brew pubs. Denvers two Tattered
Covered bookstores host more than 250 events annually, from folk dancing to womens
meetings. Brew pubs such as New Yorks Zip City Brewing and Seattles Trolley man Pub
offer tasting and a place to pass the time. The Discovery Zone, a chain of childrens play
spaces, offers indoor spaces where kids can go wild without breaking anything and stressedout parents can exchange stories. There are also the now-ubiquitous coffeehouses and
espresso bars, such as Starbucks, whose numbers have grown from 2,500 in 1989 to a
forecasted 13,000 by 2001. And Barnes & Noble turned a once-staid bookstore industry into
a fun-filled village green.
Learning: Use of Information Technology In Retail
Over the years as the consumer demand increased and the retailers geared up to meet this
increase, technology evolved rapidly to support this growth. The hardware and software tools
that have now become almost essential for retailing can be divided into 3 broad categories:
CUSTOMER INTERFACING SYSTEMS
A. Bar Coding and Scanners: Point of sale systems use scanners and bar coding to identify
an item, use pre-stored data to calculate the cost and generate the total bill for a client.
Tunnel Scanning is a new concept where the consumer pushes the full shopping cart
through an electronic gate to the point of sale. In a matter of seconds, the items in the cart
are hit with laser beams and scanned. All that the consumer has to do is to pay for the
goods.
B. Payment: Payment through credit cards has become quite widespread and this enables a
fast and easy payment process. Electronic cheque conversion, a recent development in
this area, processes a cheque electronically by transmitting transaction information to the
retailer and consumer's bank. Rather than manually process a cheque, the retailer voids it
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and hands it back to the consumer along with a receipt, having digitally captured and
stored and image of the cheque, which makes the process very fast.
C. Internet: Internet is also rapidly evolving as a customer interface, removing the need of a
consumer physically visiting the store.
OPERATION SUPPORT SYSTEMS
A. ERP System: Various ERP vendors have developed retail-specific systems which help in
integrating all the functions from warehousing to distribution, front and back office store
systems and merchandising. An integrated supply chain helps the retailer in maintaining
his stocks, getting his supplies on time, preventing stock-outs and thus reducing his costs,
while servicing the customer better.
B. CRM Systems: The rise of loyalty programs, mail order and the Internet has provided
retailers with real access to consumer data. Data warehousing & mining technologies
offers retailers the tools they need to make sense of their consumer data and apply it to
business. This, along with the various available CRM (Customer Relationship
Management) Systems, allows the retailers to study the purchase behavior of consumers
in detail and grow the value of individual consumers to their businesses.
ADVANCED PLANNING AND SCHEDULING SYSTEMS
APS systems can provide improved control across the supply chain, all the way from raw
material suppliers right through to the retail shelf. These APS packages complement existing (but
often limited) ERP packages. They enable consolidation of activities such as long term
budgeting, monthly forecasting, weekly factory scheduling and daily distribution scheduling into
one overall planning process using a single set of data.
Leading manufacturers, distributors and retailers and considering APS packages such as those
from i2, Manugistics, Bann, Mercial incs and Sterling-Douglas.
STRATEGIC DECISION SUPPORT SYSTEMS
A. Store Site Location: Demographics and buying patterns of residents of an area can be
used to compare various possible sites for opening new stores. Today, software packages
are helping retailers not only in their location decisions but in decisions regarding store
sizing and floor-spaces as well.

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B. Visual Merchandising: The decision on how to place & stack items in a store is no more
taken on the gut feel of the store manager. A larger number of visual merchandising tools
are available to him to evaluate the impact of his stacking options. The SPACEMAN
Store Suit from AC Nielsen and Modacad are example of products helping in modeling a
retail store design.
Learning: Competitor Analysis
Reliance Trends:
External Environment
A. At the entry of reliance trend ,it is displaying an Arc Shapped hodding of the latest offer
event .
B. Parking area is to be concern very limited
C. Window merchandising is good but displayed on mens wear
D. Bags keeping place very small
Internal Environment
A.
B.
C.
D.

The ambiance was relly attractive and well organized.

Segmentation of merchandise was done properly
Visual merchandising was done properly
Templates to guide the customer where to go for their needs was properly done and its was
hanging on the roof

Merits
A.
B.
C.
D.
E.

Wide variety of collection which provide alternative to the customer

Location is superb
Effective use of visual merchandising
Alteration timing 20 to 30 min
CRE are more interactive to the customer

Demerits
A.
B.
C.
D.

Parking area are limited

Bag keeping were also limited
No customer service programs
Knowledge gap is present between the employees

Pantaloons
Merits
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A. Welcoming the customer very good even the staff of bagged counter welcoming you by
B.
C.
D.
E.

saying good morning

Membership program was superb provide 5% discount on every Friday.
Wide varity of collection for both mens and womens .latest trend is being followed
Ambiance is effective appealing to the customer .
On a average800 customer visit to the pantaloons per day

Demerits
A.
B.
C.
D.
E.

Knowledge gap is present between the employees

In fornt shoppers stop is present .
No affordable offers to the customers
Kids section was just near the entry
Bagged counter was limited

Globus
Merits
A.
B.
C.
D.
E.

Location of store is very good and customer centric too

Pproper signage utilization is done
Merchandise was very Fashionable
Branded is high in number
Ambiance is soothing

Demerits
A.
B.
C.
D.
E.

Target segment of customer is very limited

Staff is untrained
The accessories are not so good
VM is not done properly
The price of some of the product is very high

Shoppers Stop
Merits
A. Staff are well groomed and proper knowledge of merchandise
B. Vm display was properly done
C. Welcoming the customer very good even the staff of bagged counter welcoming you
by saying good morning
D. Templates to guide the customer where to go for their needs was properly done and its
was hanging on the roof
E. Wide variety of collection which provide alternative to the customer
Demerits
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A.
B.
C.
D.
E.

Target segment of customer is very limited

The price of some of the product is very high
Target segment of customer is very limited
affordable offers to the customers
Parking area are limited

Learning: Innovative Retail Practices

A. LOYALTY PROGRAMS: In keeping with the groups traditional of making every shopping
experience even more rewarding and memorable .Landmark Groups loyalty programs
allows members to enjoy exclusive benefits and privileges such as reward points and exciting
offers.
B. They offers two loyalty cards
THE INNER CIRCLE
SHUKRAN
Learning: Planogram Process
Planogram Assigning Process Cycle

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Planogram Process Tree

Planogram: Calendar Process Cycle

Planogram Calendar

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WOOQER Process for DM

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Rating

Planogram

Templates to be Used

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My Work

Sales
Analysis

YTD

2013-2014
22848689

2014-2015
43927688

Apri-July2015
16784276

Annual Footfall
Transactions:
Total Quantity Sold
ACM

73918
20952
60823
1091

112748
38025
117727
1155

39117
14309
46943
1173
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Conversion
PPV
Basket Size
M2S Conversion%

29%
376
2.9
10%

34%
373
3.1
4%

37%
358
3.3
5%

Sales Analysis: Mens Wear

Bossini
Net sale
Qty
143777
123131
154123

167
155
197

Kappa
Net sale Qty
99595
106668
113356

118
171
189

Brand Sale Report

Melange
Net sale
Qty
164979
165222
197236

231
266
297

Peter England
Net sale
175242
285697
301579

Qty
148
327
403

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