COMPANY PROFILE

Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of
India's largest and fastest growing chains of retail stores.

The Westside stores have numerous departments to meet the varied shopping needs of
customers. These include Menswear, Women’s wear, Kid’s wear, Footwear, Cosmetics,
Perfumes and Handbags, Household Accessories, lingerie, and Gifts. The company has
already established 36 Westside departmental stores(measuring 15,000-30,000 square
feet each)in Ahmedabad, Bangalore, Chennai, Delhi, Gurgaon, Ghaziabad & Noida (to be
considered as 1 city), Hyderabad, Indore, Jaipur, Kolkata, Ludhiana, Lucknow, Mumbai,
Mysore, Nagpur, Pune, Rajkot, Surat, Vadodara and Jammu. The company hopes to
expand rapidly with similar format stores that offer a fine balance between style and
price retailing.

This story began circa 1998 when The Tata’s acquired Littlewoods – a London based
retail chain. This acquisition was followed by the establishment of Trent Ltd (a Tata
enterprise that presently operates Westside). Littlewoods was subsequently renamed
Westside.

Westside are designed in such a way that it cater to shopping needs of various
customers. The mission of Westside says that “We want to be the most preferred and
consistently profitable lifestyle retailer”. The store includes apparels for men, women
and children of all ages, footwear, cosmetics, perfumes and handbags, household
accessories, lingerie, and gifts. Although nearly 70% of the products available at
Westside are owned by itself, it also houses various other brands. According to the
account statements of Trent, its annual sales in the year 2010 were Rs. 542.60 cr., and
Westside accounts for 80% of the total sales. The profits earned by Trent were Rs. 40 cr.

In a rapidly evolving retail scenario, Westside has carved a niche for its brand of
merchandise creating a loyal following. Currently, the company has 36 Westside stores
measuring 15,000-30,000 square feet each across 20 cities. With a variety of designs
and styles, everything at Westside is exclusively designed and the merchandise ranges
from stylized clothes, footwear and accessories for men, women and children to well-co-
coordinated table linens, artifacts, home accessories and furnishings. Well-designed
interiors, sprawling space, prime locations and coffee shops enhance the customers’
shopping experience.

Westside has garnered numerous accolades –

1. Balanced Scorecard Hall of Fame

2. India Brand Summit – Brand Leadership Retail

3. IFA Visionary of the Year Award, 2002 – Mrs. Simone N. Tata

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4. Most Admired Large Format Retail Chain of the Year - Lycra Images Fashion
Awards 2005

5. NDTV Profit Business Leadership Awards 2006 - Retail Category

Mission Statement
“To be regarded by our customers as the most relevant retailer in the country.”

In order to achieve this goal, we shall develop a comprehensive understanding of their

needs, strive to win their confidence, and offer them best-in-class products and services
at affordable prices. We shall always be in the forefront of fashion and services by
anticipating and exceeding the expectations of our customers. Our leadership will be the
product of our styling, quality and service consciousness However, if they are
dissatisfied with any item that they might have purchased they would take the
necessary measures to assist them. The customers are expected to return unused
merchandise along with its receipt within 30 days.

Style, affordable prices, quality: these are the factors that have shaped West side’s
success story in the retail fashion stores business. Launched in 1998 in Bangalore, the
Westside chain has, ever since, been setting the standards for other fashion retailers to
follow.

Westside stands out from the competition for a variety of reasons. One is that a majority
of the brands the chain stocks and sells are its own, unlike retailers who store multiple
labels. About 90 per cent of Westside offerings are home-grown, and they cater to
different customer segments. The other 10 per cent includes toys, cosmetics and
lingerie.

Westside has recently expanded its range of merchandise by offering outfits from some
of India’s best-known fashion designers, among them Wendell Rodericks, Anita Dongre,
Krishna Mehta and Mona Pali.

FACTS
1998-TATA ventured into retailing and acquired the Britain based Littlewoods retail
store in Bangalore

1999- Westside expanded its operations to Chennai, Mumbai and Hyderabad.

2000- During the Diwali season Westside launched a festival of delights program

2001- Second store in Mumbai, Pune, Kolkata and Delhi

2002- Store in Nagpur and second store in Delhi and signed Yuvraj Singh as his celebrity
endorser.

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RETAIL MIX STRATEGY
The Retail marketing mix is the term that refers to variables that a retailer can combine
in alternative ways to arrive at a marketing strategy for attracting its customers.

The Retail Mix Strategy includes:

1. Managing store and merchandise

2. Managing Right Merchandise at Right Price at Right Time and in Right Quantity
3. Managing the Store- Proper management of Place, Store Display, Exterior &
Interior, Right Personnel and Proper Customer Service.

RETAIL MIX
1. Product
2. Promotion
3. Place- Store Location
4. Price
5. Presentation
6. Personnel

RETAIL MIX OF WESTSIDE

1. PRODUCT & PRICE

Westside is a complete family store at a affordable price. It follows High/Low.

MEN

In Men’s category following Brands are available:

 Ascot- Ascot is the modern classic lifestyle brand for the discerning man -
who seeks excellence and perfection. From office to the perfect weekend
getaway Ascot provides the finest quality apparel adding a touch of style to
your wardrobe.

 ETA- A modern contemporary brand with ethnic roots promises effortless

fashion at affordable prices, West side’s ETA range, with its neutral colour
palette and subtle designs creates a sophisticated look. Its signature
collection, with its subtle designs and neutral colour palette creates a very
calm elegant feel. The collection is available at a good price in the Westside
store.

 West sport- Westport caters to the casual, sporty needs of young men.
Providing a casual, relaxed and classical touch, the brand offers functional yet
stylish casual men's apparel, the Westsport collection includes items such as

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 cotton shirts, crew tops, hooded jackets, cargo pants, and more. Be it boating,
trekking or a picnic by the lake Westsport gets its spot on.

 Nuon- The brand revolves around the philosophy of their younger

customers, giving them a chance to represent their identity and express
themselves through their clothing. NUON offers the hottest fashion at
affordable prices. Stylish, preppy, edgy & cool casual’s best describe NUON.

 Footwear- Shoes are a must have accessory for every man. Put your best foot
forward with Westsides’s footwear. Be it any occasion – our footwear range
will help complete your look.

WOMEN

1. Bombay Paisley- The perfect blend of chic western and contemporary ethnic
wear, Bombay Paisley is for the experimental and vibrant youth. Differentiated
by its contemporary styling of western silhouettes with Indian influences
Bombay Paisley is for the edgy and free spirited soul who is highly individualistic
and does not believe in conforming to the expected.

2. GIA- Being plus size doesn’t mean baggy clothes anymore. Wide necklines,
embellished sleeves, long tops, bright colour and bold prints Gia is perfect to
accentuate your curves. Gia offers clothes for every occasion from casuals to
office wear that ooze style and at the same time embrace those sexy curves that
will make you radiate with confidence.

3. LOV- The one thing that a woman looks for in any apparel is comfort. L.O.V offers
that perfect fit with everyday casual wear. L.O.V includes the season’s trendiest
and most stylish apparel – casual shirts, jeans, sexy leggings, cool trousers,
stylish tunics and more. Adding high street style to everyday Style, L.O.V is the
ideal choice for trendy, pleasant and breezy every day wear. Discover the woman
in you who lives her life with ease, confidence and style.

4. MIX & MATCH- Prepare to explore the world of femininity with Westside’s Mix
N Match collection. The ethno-chic collection of women’s ethnic wear will amaze
you with its vibrant colors, comfortable fabrics at affordable prices. The
collection is Individualistic and yet in sync with the fashion trends and needs of
today’s woman. The collection comes in stylish cuts that are perfect for every
occasion, be it casual or corporate.

5. NUON- The brand revolves around the philosophy of their younger customers,
giving them a chance to represent their identity and express themselves through

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 their clothing. NUON offers the hottest fashion at affordable prices. Stylish,
preppy, edgy & cool casual’s best describe NUON.

6. SASSY SODA- Westside introduces Sassy Soda, its latest collection of trendy
clothing designed for today’s youth who love their curves and are ready to flaunt
them. Displaying a unique understanding of the fashion needs of the curvier
youth of today, our funky new range ‘Sassy Soda’ explores fashion beyond the
simple tees and widens the offering with fun prints and silhouettes, colours that
pop, and all the latest trends.

7. SKD- The ethnic and ornate collection, Westside’s salwar kameez dupattas sets
are a complete Indian wear solution for day and occasion wear. The collection is
warm and conventional and the intricate detailing, gives an appealing and well-
dressed look.

8. WARDROBE- Westside has the perfect versatile garments that you can wear to
work and to an evening out. Be it the 9 am meeting or the 9 pm dinner date the
one stop solution is here.

9. ZUBA- Westside’s premium Indian wear offering – in silk and handloom blends
with handcrafted embroidery. Silk kurtas woven carefully with thread
embroidery, cuts that define volumes and fabrics that speak of rich Indian
heritage exemplifies Zuba. It is sheer elegance woven in silk and handlooms.

10. FOOTWEAR- Boots, wedges, stilettos, kitten heels, ballet shoes, pumps, sandals,
flipflops – Whatever your requirement Westside ensures that your soleful love
story will always be a happily ever after one.

KIDS SECTION

Under kids section they have further segmentation based on age:

1. Infants
2. Juniors (2-7)
3. Seniors (7-14)

The prominent brand here is Young & Free.

STUDIO WEST

This one consists of Bathroom essentials and Cosmetics, although this was available in
Westside at Forum Mall, but not at Westside individual store.

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PRODUCT SEGMENTATION at WESTSIDE, KUKATPALLY
The Westside, Kukatpally store was a Three Storied Store, divided floorwise.

Ground Floor:

 The ground floor of the store consists of women’s wear and accessories.
 The first impression about the store on the customer could be that it is highly
cluttered, there is very less space between the rows of the garments. It gives the
feeling of a junk sale.
 Right after the main entrance of the building there is the billing section of the
store on the left side. The billing section has three counters headed by appointed
staff.
 The right side is the jewellery section along with some basic accessories like
belts.
 The jewellery items are neck-pieces, earrings, bracelets and chains. The style of
all the items was a mix of ethnic and indo-western. The colours steel-grey and
golden highly dominate the collection, hence it catches the customer’s eye as
soon as they enter.
 The fitting rooms (two in number) are next to the jewellery section.
 On the left side, right after the billing section there is a huge collection of ethnic
wear. The collection includes kurtis, leggings and dupattas in a wide variety of
lengths, colours and designs by their own label ‘westside’.
 The ethnic collection is followed by a small section of western tops and some
casual bottoms like palazzos by the brand ‘Bombay Paisley’.
 The floor ended with a collection of trendy bags by the brand ‘L.O.V’.

First Floor:

 The first floor is another segment of the women’s wear which consists of western
apparels by Westside’s well known brands- Nuon and L.O.V and Wardrobe. The
variety in sizes of their clothes is enormous, it starts from XXS and offers up to
XXL.
 The first section is covered with tops, T-shirts and jeans by Nuon. The tops are
placed with the wall while the T-shirts are hung the mid of the wall facing the
customers. The number of jeans for display are very less but openly displaced on
a big table.
 The Nuon collection is followed by apparels from L.O.V which offers a variety of
printed pants like floral and stars. It also includes semi-formal and casual tops
and shirts.

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  Wardrobe is the next brand. It is really classy and a bit more expensive than the
rest of the brands in Westside. It consists of formal and semi-formal tops, dresses
and jump-suits.
 The next segment is lingerie which includes bras from sizes 28B till 40D and
underpants in sizes small till extra large. This segment is dominated by the
brands amante’ and enamour. Apart from the undergarments it also includes
basic utility garments like socks, camisoles, etc.
 The footwear section includes of casual shoes by the brand westsport, flip-flop,
bellies, wedges and party-wear sandal by the brand head over heels.
 The floor ended with sleepwear collection including maxi-gowns and night-suit
sets of tops/ T-shirts with jammies/ capries.

Second Floor

 The second floor is the menswear section. The floor is divided into different
segments according to the need and occasion for the apparels required.
 The floor starts off with the casual wear including regular T-shirts, Polo T-shirts
and casual jeans by the brand Nuon. The basic appearance of the display is
similar to the women’s section. The walls are displayed with their exclusive T-
shirts and the regular ones are hung below while the jeans are displayed on the
tables.
 The formal shirts are by the brand Ascot, it is divided into categories like
executive class, club class and business class according to the requirement.
 Semi-formal shirts, casual shirts and shorts by the Westside label.
 Gym wear including T-shirts, lowers, socks and wrist-bands by the westsport.
 Also sneakers and slippers by the brand westsport.
 Underwear and vests in a wide variety of colours and sizes by their in-house
brand westsport. Hankies and socks for daily use by Ascot.
 The floor ends with slippers and flotters by the brand Nuon.

Third floor

 Third floor is the kids section. It consists of the apparels and footwear for boys
and girls from the age-groups zero to fourteen.
 The floor starts off with collection of apparels for new born babies till the age
group four.
 The collection includes daily wear and party wear garments under their label
‘Westside’.
 Tops, shirts, skirts, jeans, hot-pants, kurtis, leggings, capris and one-piece dresses
for girls in sizes from small till large.
 T-shirts, shirts, hoodies, jeans and capris for boys in sizes small till extra large.

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PROMOTIONS
Westside has other famous brand, brought about some prominent promotional tools
like promoting through social networking sites, celebrity endorsing and also loyalty
programs.

Some Crucial Facts about Westside Promotions:

 Westside signed Yuvraj Singh for celebrity endorsement.

 Westside launched marketing campaign on print and television media with
budget of 200 million.
 8% Revenue is spent on marketing and promotions.
 They focus on saying- “I got a quality product at an affordable price”
 They also go for in-house promotion like special festival sale- Festival of Delight

LOYALTY PROGRAM
CLUBWEST

Clubwest is a two-tier program, which consist Clubwest Classic and Clubwest Gold.

At Westside, we have always believed in providing our customers with the finest
shopping experience. Introducing Clubwest an extraordinary rewards program
designed exclusively for Westside regulars like you. We have made shopping with us a
rewarding experience!

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Exclusive Privileges for Classic & Gold members

 Earn every time you Shop: Gold card members earn 1 point on every 100
Rupees spend. Classic card members earn 1 point on every 135 Rupees spend
 Redeem your points: 1 Clubwest point = Re 1
 Clubwest Exclusive: Enjoy exclusive offers, discounts, gifts and privileges from
time to time across a range of lifestyle products and services besides privileges at
stores.
 Birthday Discount: A 20% discount* that you can use for a one-time up-to-
Rs.20000 shopping spree in your birthday month. Click here for more details
 No-question Exchanges: If you are not satisfied with the quality of something
you have bought, simply bring it back to our store, and we will exchange it, no
questions asked.
 Free home delivery for alterations on purchases over Rs.2500
 Dedicated billing counter
 Invites to exclusive events
 Clubwest cards are now accepted across All Landmark stores.

PRESENTATION

The Presentation in Retail Mix relates to Visual Merchandising, these are basically the
factors which help to create a better Store Atmosphere.

The good presentation characteristics depend on:

1. Merchandise Type & Density

2. Fixture Type & Density
3. Sound
4. Odours
5. Visual Factors

Presentation at WESTSIDE

At Westside, Kukatpally, we noticed the following points:

1. Merchandise Type & Density- Compared to the store at Forum Mall, the
merchandise here seems to be little less fresh and also very much cluttered. The
density was so huge in terms of ladies ethnic wear with no proper planogram
formed. There was also unnecessary mannequin standing in between, further
increasing the space covered.

2. Fixture Type & Density- Same as merchandise, the fixtures were also so much. It
felt as if, so much merchandise in smaller space available. Although they have used

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 all kinds of fixtures, 4 side gondolas, 2 sided hanging stroller, Round Tables, Wall
hangers etc.

Too much of merchandise

Mannequins in between the merchandise

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 All types of Fixtures used for display

3. Sound- The Sound was very soothing; it was audible on all three floors.
4. Odour- The odour was neutral.
5. Visual Factors- The lights and color combination were pretty good.
6. Other- To make better ambience, they have AC on all Floors, also they have placed
posters all over regarding the Clubwest Membership card and its benefits. They have
facility of elevator.

Emergency Exit Plan have been placed on each floor

STORE PERSONNEL

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It is said the store personnel is the face of a brand, they directly determine the personal
buying decision.

Store Personnel deciding factors:

1. How many?
2. How knowledgeable
3. How Helpful
4. Image of Product

Store Personnel at WESTSIDE

The Store Personnel were good; there were Security person from Capital Securities. The
Salesgirls were given different dresses from Salesman. Westside also follow the strategy
of giving Employee of the Month.

1. How many- There were 6 on ladies section as it was most crowded, kids sections
had 2.
2. Knowledge- Once they join they are given one week training.
3. Helpful- They were helpful in terms telling about product and assisting towards
trail rooms.

PLACE
Location, Location, Location, these are the three most crucial words when it comes to
retailing. The Store location and place has been discussed in detail in next section.

For this project we visited:

WESTSIDE

MIG-40, Plot No-1058/1059, Opposite JNTU Main Gate,

Dharma Reddy Colony Phase I, Kukatpally, Hyderabad, Telangana
040 6461 6401

STORE LOCATION

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Once a retailer has conducted a situational analysis, set its goals, identified consumer
characteristics and needs, and gathered adequate information about the marketplace, it
is ready to develop and enact an overall strategy. Overall strategy development is
decided through the steps- Choosing a store location, managing a business, merchandise
management and pricing and communicating with customers.

Choosing a store location is a 4 step process:

1. Trading Area Analysis

2. Deciding on most desirable type of location
3. Selecting a general location
4. Choosing on a particular site within that location.

Westside

For our project study we covered Westside store in Kukatpally

STORE LOCATION DECISION

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Location decisions are complex, costs can be quite high, there is little flexibility once a
site is chosen, and locational attributes have a big impact on a strategy. One of the oldest
adages in retailing is that- Location, Location, Location is the major factor leading to a
brand’s success or failures. A good location may let a retailer succeed even if its strategy
mix is mediocre. On the other hand, a poor location may be such a liability that even
superior retailers cannot overcome it.

The choice of a location requires extensive decision making due to the number of
criteria considered:

 Population size and traits

 Competition
 Transportation Access
 Parking Availability
 Nature of Nearby stores
 Property Costs
 Length of Agreement
 Legal Restrictions
 Miscellaneous Factors

Due to its fixed nature, the investments, and the length of the lease, store location is the
least flexible elements of the strategy. A firm cannot easily move to another location or
convert to another format. Even a retailer that owns its store’s buildings and land may
also find it hard to change location.

Any retailer moving from one location to another faces three potential problems:

 Some loyal customers and employees may be lost.

 A new site may not have the same trait as previous.
 Store fixtures and renovations at an old site usually cannot be transferred to new
site.

Store location affects long and short-run planning. In long run, the choice of location
influences the overall strategy. A retailer must be at a site that is consistent with its
mission, goals, and target market for an extended time. It also must regularly study and
monitor the status of the location as to population trends, the distances people travel to
the store, and competitors’ entry and exit and adapt accordingly.

In short run, the location has an impact on the specific elements of a strategy mix.

A retailer should follow these four steps in choosing a store location:

 Evaluate alternate geographic (trading) areas in terms of the characteristics of

residents and existing retailers.
 Determine whether to locate as an isolated store, in an unplanned business
district, or in a planned shopping centre within the geographic area.

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  Select the general isolated store, unplanned business district, or planned
shopping centre location.
 Analyze alternate sites contained in the specific retail location types.

TRADING AREA ANALYSIS

A trading area is a geographical area containing the customers of a particular firm or

group of firms for specific goods and services. A thorough analysis of trading areas
provides several benefits:

1. Consumers’ demographic and socioeconomic characteristics are uncovered. For

new stores, the study of proposed trading area reveals opportunities and retail
strategy necessary to succeed. For an existing store, it can be determined of the
current strategy still matches’ consumer needs.
2. The focus of promotional activities is ascertained, and the retailer can look at
media coverage patterns of proposed or existing locations.
3. A retailer learns whether the location of a proposed branch store will service
new customers or take business from its existing stores.
4. Chains anticipate whether competitors want to open nearby stores if the firm
does not do so itself.
5. Geographic weaknesses are highlighted.
6. Other factors like competitors, financial institutions, transportation, labour
availability, supplier location, legal restrictions and so on can be learned through
this.

STORE LOCATION ANALYSIS of WESTSIDE

In our study we majorly studied about Westside store at Kukatpally, opposite to JNTU.
We also went on and studied the store at Forum Mall.

The store location of Westside could be better understood by studying the following
points regarding the store.

1. Trade Zones
Primary Trade Zones- The nearest 3 to 5 km range from Westside store, generates
more than 70% customers, since the area covers hitech city; cyber towers area
where there is a huge traffic of software and working professional and also just
within 50m there is JNTU college, the store also target the students there.
2. Population Size and Traits
When we went on study for the project, we tried capturing the population size and
traits, we found the major traffic was of girls and ladies, and only few men. The age
group which was prominent was 18-26yrs.

3. Competition

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 In terms of competition, KPHB Colony, Kukatpally, Westside is found to be the only
prominent brand. Along 100m distance there is a huge street market, wherein few
family stores are located some of them being- RKS Grand Shopping Mall, Cotton
Country, Mufti Jeans etc.

Within 1km, there comes some competition in terms of Manjeera Mall, which has
many prominent brands like Shoppers Stop, Louis Philippe etc.

Within 3km is the Forum Mall, which can be considered a competitor, although the
two comes in 2 segments of retail. Forum Mall comes under MBO category, whereas
Westside store is the single brand outlet.

4. Transportation Access

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 Transportation access to any place makes it more viable, compared to any other
place. To this location, there is a direct access in terms of Auto, Metro luxury bus etc.

5. Parking Availability
Availability of Parking Space is one of the major construction when it comes to
deciding location of any store, because generally the target of a good brand is the
earning class people who generally owe a vehicle, and until you dont give a safe and
proper place for the customer, he/she won’t feel to shop. Westside has clearly
understood this concept and dedicated a special area for parking.

6. Nature of Nearby Stores

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 As mentioned earlier, the nearby store from Westside Kukatpally was majorly street
shops, with no prominent name other than Mufti and RKS Grand Shopping Mall.

OTHER FACTORS

1. Demographics, the following demographic analysis comes into picture-

 Income Level
 Age Group
 Family Structure
 Population Trends
 Household Permanency

2. Area Characteristics
 Traffic Flow around Westside, we could see a lot of traffic, since it links to
Main road, there is proper accessibility.
 Availability of Man Power
 Local Legislations
 Complementing & Competing Stores

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CONCLUSION
Through this study we correctly found out that, the most crucial decision in developing
a retail strategy is choosing a correct location. Here we also compared the Westside
Store to Forum Mall’s Westside. We found many differences:

 The Visual Merchandising at Mall was much better, probably to grab attention of
customer from multiple brands available, whereas in Kukatpally store, there was
no much exterior display.
 Westside at Forum also had Westside Home, which was not at Kukatpally Store.
 Westside at Forum was much more planned in terms of merchandise alignment.

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REFERENCES

1. Retail Management- A Strategic Approach by Barry Berman & Joel R. Evans

2. http://www.tata.co.in/company/articlesinside/Building-brand-Westside
3. https://www.mywestside.com/Home.aspx
4. I. Ashwini, Department Manager, Westside, Kukatpally

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