Course Code: MGN806 Course Title: Retail Management

Course Instructor: Mr. Rajeev Gupta

Academic Task No.: 1 Academic Task Title: Assignment

Date of Allotment: 16/03/2020 Date of submission: 08/04/2020

Student’s Roll no: A05, Q1949 Student’s Reg. no: 1190466

Evaluation Parameters:

Learning Outcomes: This assignment was very helpful as it enhanced my analyzing behavior and made
a bit clear what retail management is all about.
Declaration:
I declare that this Assignment is our individual work. I have not copied it from any other student’s work
or from any other source except where due acknowledgement is made explicitly in the text, nor has any
part been written for me by any other person.
Student’s
Signature:
Neha Kumari
Evaluator’s comments (For Instructor’s use only)

General Observations Suggestions for Improvement Best part of assignment

Evaluator’s Signature and Date:

Marks Obtained: Max. Marks: …………………

Retail Management
 MGN806

“To Compare Five Product Categories

among Four Department Stores”

Submitted to
Mr. Rajeev Gupta

Submitted by
Neha Kumari
Registration no: 11900466

1.1 Introduction
A department store is a retail establishment which carry broad variety and deep assortment of consumer goods
in different product categories, known as ‘departments’. The size of the store varies from 20,000-40,000 square
feet with Store Keeping Unit (SKUs) that varies from 50,000 to 1,00,000 units.
Different department stores in India:
 Shoppers stop
 Central
 Max
 WESTSIDE

About the Company

Shoppers shop is an Indian department chain, owned by K. Raheja Corp. It has around 86 stores present in 40
cities. In 2007, it entered into a partnership with Nuance Group AG and opened stores at Mumbai T1 and
Bengaluru Airport. International and domestic brands across various categories such as apparel, cosmetics,
home & kitchenware as also its own private brand. Store size varies till 27,083 square feet. It has also united
over 2.5 million customers as a part of it’s ‘The first Citizen Loyalty Programme’.
Type: Public
Founded: 1991
Headquarter: Mumbai, Maharashtra
Area Served: India
Services: Department Store
Industry: Retail
Comparison
Parameters
I. Variety : Dresses

Sports wear Denim Bags

Shoes

II. Assortment:

o Dresses:

Brand: GERUA

Style: Style: Style: Style: Style: Style:

Women’s Key Women’s Tie Women’s Women’s Women’s Women’s
Hole Neck up Neck Notched Collar Mandarin Round Neck Mandarin
Printed A-Line Printed Flared Printed Calf Collar Printed Printed Short Collar Printed
Dress Dress Length Dress Knee Length Dress High Low
Dress Dress
Colour: Colour: Colour: Colour: Colour:
Multi Colour: Beige Green Black Multi
White
Sizes: Size: Size: Size: Size:
XS, S, M, L, Size: XXL L S,XXL XS
XL, XXL XS, S, M, L,
XL, XXL
Price: Price: Price: Price: Price:
Rs1999/- Price: Rs1999/- Rs1699/- Rs1199/- Rs1699/-
Rs1999/-
 o Denim
Brand: Numero Uno
Style: Style: Style: Style: Style:
Men’s 5 Pocket Men’s Super Men’s Pocket Rinse Men’s 5 Pocket Men’s Slim Fit
Heavy Wash Jeans Skinny Fit Mild Wash Jeans Rinse Wash Jeans Coated Jeans
Wash Jeans

Colour: Colour: Colour: Colour: Colour:

Denim Indigo Dark Feather Grey Ice Blue Lapiz White
Size: Size: Size: Size: Size:
32, 34, 36 32, 34, 36, 38 30, 32, 34, 36 30, 32, 34, 36, 38 30, 32, 34, 36, 38

Price: Price: Price: Price: Price:

Rs2699/- Rs2999/- Rs2699/- Rs2299/- Rs2599/-

o Bags
Brand: BAGGIT
Style: Style: Style: Style: Style:
Women’s Zip Women’s Zip Women’s Zip Women’s Metallic Women’s Zip
Closure Satchel Closure Sling Closure Tote Lock Closure Closure Hobo
Handbag Bag Handbag Satchel Handbag Handbag

Colour: Colour: Colour: Colour: Colour:

Aqua Navy Multi Ochre Light Brown

Size: Size: Size: Size: Size:

FS FS FS FS FS

Price: Price: Price: Price: Price:

Rs1390/- Rs1090/- Rs1890/- Rs2490/- Rs1490/-
 o Shoes
Brand: Kittens
Style: Style: Style: Style: Style: Style:
Girls Slip on Girls Party Girls Casual Girls Casual Girls Party Girls Mesh
Sports Shoes Wear Velcro Wear Slip-on Wear Velcro Wear Velcro Slip-on
Closure Sneakers Closure Closure Sports
Sandals Sneakers Ballerinas Shoes
Colour:
Grey Mix
Colour: Colour: Colour: Colour:
Antique Pink Blue Melange Gold Colour:
Size: Black
31, 32, 33, 34, Size: Size: Size: Size:
35, 36 31, 32, 33, 34, 25, 26, 27, 28, 25, 26, 27, 28, 25, 26, 27, 28, Size:
35, 36 29, 30 30 29 36,37

Price: Price: Price: Price: Price: Price:

Rs599/- Rs999/- Rs799/- Rs799/- Rs999/- Rs999/-

o Sports wear
Brand: ADIDAS
MEN WOMEN
Style: Style: Style: Style: Style: Style:
Men’s Men’s 3 Pocket Men’s Solid Women’s Women’s 2 Women’s Round
Round Solid Polo T-Shirt Round Neck Pocket Solid Neck Graphic Print
Neck Sports Slub Sports T- Sports Joggers Sports T-Shirt
Printed Shorts Shirt
Sports T-
Shirt Colour: Colour: Colour: Colour:
Black Black Colour: Black Pink
Colour: Grey
Black
Size: Size: Size: Size:
Size: S, M, L, XL S, M, L, XL Size: M,L S,M, L, XL
S, M, L, M
XL

Price: Price: Price: Price: Price: Price:

Rs1399/- Rs1999/- Rs1299/- Rs1799/- Rs2299/- Rs1399/-
III. Services:
Services provided by Shoppers Stop are as follow:

 Sorted Shopping: Shoppers stop provide the same experience in terms of merchandise, price and
service, to their customer no matter whether they are shopping online or offline.
 Range Of Products and Brands: they have also assorted the collection from the best of international
as well as domestic brands, trends, colours, fabrics, patterns, that will bring a deep fashion selection
wide across Men, Women, Kids, Fashion Accessories and home categories.
 Easy Returns: They say and follow “We are responsible for what we sell” as they provide free and
easy return policy to most of the merchandise bought online.
 Genuine Products: They are responsible for what they sell and guarantee the originality of the
product. All the products are sourced directly from the brands and carry brand warranty and
genuineness certificate.
 Free Alteration: They offer free alteration at any Store for products purchased on online as well.
 Personalised Shopping at Store: Shopper stop also offer personal shopper service with prior
appointment at store. To avail the assistance of personal shoppers who are experts to guide to shop in
an exclusive lounge at the store.
 Personal Shopper service at home: They also provide Personal Shopper At Home service with prior
appointment with assistance from their personal shoppers.

 Shopping Guide: They provide personalized shopping assistance by following to their Style Hub
which is curated with latest fashion trends and suggestions.

IV. Price:

 Target Customer: Shoppers Stop has mostly targeted the upper-middle section of the society as its
target customers that makes them responsible to focus basically on style and quality.
 Premium Pricing: Shoppers Stop follows premium pricing strategy that includes selling of high
quality products at a high price and has able to project itself as a high-end brand that deals in only
qualitative products.
 Promotional Pricing: They have also adopted promotional pricing strategy and offers incentives
like seasonal sale, discounts etc., to accelerate its customers visit as well as sales volume in order to
enhance revenue figure.
V. Promotion:

 Online & Print media are the effective tools which Shoppers Stop use to advertise in various kind.
It also has outdoor advertisement such as banners and billboards and other major places in cities.
Whereas print advertisement is basically used for showcasing the new trends and collection available
at stores.
 First Citizen Loyalty Program: It’s a Shoppers Stop program that offers its members an
opportunity to collect points and avail of innumerable special benefits. Currently, Shopper stop has a
database of over 2.5 lakh members who contribute to nearly 75% of the total sales of Shoppers Stop.
 Sales Promotion: Shoppers Stop also has various sales promotion which its customers wait for
such as the ‘End of Season Sale’ and other regular sales promotion. Shoppers stop also
conduct various social responsibility activities such as partnering with NGOs, providing
vocational trainings for youth and training the handicapped for livelihood.

VI. Design and Display:

STORE DESIGN:

Reference: https://www.slideshare.net/AashiyaKhan/marketing-mix-lifestyle-vs-shoppers-stop
STORE DISPLAY:

 Mannequins: Shopper Stop has displayed the items on mannequins, which gave the buyer a clear vision
of the product to buy and ways to accessorize it.

 Display Table: Shoppers Stop

also follows the display table strategy
to showcase its product and also the
complementary
accessories which can be add on. It
also creates themes for the store to
attract new customers.

 Window Display: Shopper Stop has an attractive window display that pulls in customers and also
accelerates impulse buying.
 Display Cases: A type of standalone display i.e., Display Case that is closed in on all sides with glass, it
specially showcases ornaments, watches and some of the high end products.
About the company: The retail hand of TATA group is taken care by Trent Ltd and hence operates
WESTSIDE. Established in 1998, headquarted in Mumbai, Maharashtra. One of India's largest and fastest
growing chains of retail stores. The company has 36 WESTSIDE departmental stores measuring 15,000-30,000
square feet in TIER 1 city.
Type: Public
Founded: 1998
Industry: Retail
Revenue: 2346 Crores (2018)
Net Income: 86 Crores (2018)
Parent company: Tata Group

Comparison Parameter
Dresses
I. Variety:

Tops Denim Bags

Shoes

II. Assortment:

 Dresses

Brand: NUON
Style: Style: Style: Style: Style: Style:
Nuon Mustard Nuon Red Clay Nuon Black and Nuon Nuon Pink Off- Nuon Khaki
Dotted Off- Shirtdress with Mustard Ralph Multicolor Shoulder Rosh Floral Luri
Shoulder Belt Checkered Striped Poovi Dress Dress
Dibella Dress Dress Dress
Colour: Colour:
Colour: Colour: Colour: Colour: Pink Multicolor
Mustard Red Mustard and Multicolor
black
Size: Size: Size: Size:
XS, S, M, L, XS, S, M, L, Size: Size: XS, S, M, L, XS, S, M, L,
XL XL XS, S, M, L, XS, S, M, L, XL XL
XL XL
Price: Price:
Rs1499/- Rs1299/- Price: Price: Price: Price:
Rs1299/- Rs999/- Rs999/- Rs1499/-

 Denim

Brand: NUON

Style: Style: Style: Style: Style: Style:

Nuon Nuo Flex Nuon Nuo Flex Nuon Nuo Flex Nuon Charcoal Nuon Blue Nuon Light
Black Carrot Fit Mid Blue Slim Light Grey Rodeo Carrot Rodeo Acid Blue Rodeo
Rodeo Jeans Fit Hendrix Skinny Fit Fit Jeans Wash Crop Carrot-Fit
Jeans Rocker Jeans Carrot Fit Jeans Jeans
Colour:
Black Colour: Colour: Colour: Colour: Colour:
Blue Light Grey Charcoal Off-blue Blue
Size:
28, 30, 32, 34, 36 Size: Size: Size: Size: Size:
28, 30, 32, 34, 28, 30, 32, 34, 28, 30, 32, 34, 28, 30, 32, 34, 28, 30, 32, 34,
Price: 36 36 36 36 36
Rs1699/-
Price: Price: Price: Price: Price:
Rs1699/- Rs1699/- Rs999/- Rs1299/- Rs1299/-

 Shoes:

Brand: Yellow

Style: Style: Style: Style: Style: Style:

Yellow Kids Yellow Kids Yellow Kids Yellow Kids Yellow Kids Yellow Kids
Pink Faux- Gold Shimmer Pink Pom-Pom Blue Floral White Unicorn Multicolor
Leather Loafers Mary-Jane Detailed Shoes Pattern Mary- Mary-Jane Floral Sling
Shoes Jane Shoes Shoes back Flats
Colour: Colour:
Pink Colour: Pink Colour: Colour: Colour:
Gold Shimmer Blue White Multicolor
Size: Size:
20, 21, 22, 24, Size: 12,13,14 Size: Size: Size:
26, 28, 29 12,14,13 12,13,14 12,13,14 29, 30, 31, 32,
Price: 34
Price: Price: Rs499/- Price: Price:
Rs899/- Rs499/- Rs499/- Rs499/- Price:
Rs899/-

 Bags

Brand: LOV

Style: Style: Style: Style: Style: Style:

LOV Pink LOV Grey Tote LOV Blue LOV Black LOV Blue LOV Blue
Hardware Tote Bag with Pouch Misha Hobo Square City Faux-Leather Dorris Tote Bag
Bag Bag Doctor Bag Tote Bag
Colour:
Colour: Grey Colour: Colour: Colour: Colour:
Pink Blue Black Sap Blue Sap Blue
Size:
Size: Medium Size: Size: Size: Size:
Medium Medium Medium Medium Medium
Price:
Price: Rs799/- Price: Price: Price: Price:
Rs1699/- Rs1499/- Rs1299/- Rs799/- Rs1499/-

 Tops:

Brand: NUON

Style: Style: Style: Style: Style: Style:

Nuon Khaki Nuon Red Ditsy Nuon Mustard Nuon Multicolor Nuon Berry Nuon Khaki
Asymmetrical Print DIVA Top Div Crop-Top Striped Blake Galina Cut- Text Print Arna
 Ray Top Top Work Top Top
Colour: Colour:
Colour: Red Mustard Colour: Colour: Colour:
Black Multicolor Berry Green
Size: Size:
Size: XXS, XS, M, L, XXS, XS, M, L, Size: Size: Size:
XXS, XS, M, L, XL XL XXS, XS, M, L, XXS, XS, M, XXS, XS, M, L,
XL XL L, XL XL
Price: Price:
Price: Rs999/- Rs999/- Price: Price: Price:
Rs799/- Rs799/- Rs999/- Rs699/-

III. Services:

 Pre-purchase Services: WESTSIDE accepts orders online, telephonic as well as mail – orders. The pre-
purchase services also includes advertising, window & interior display, fitting rooms, fashion shows etc.
 Post-purchase Services: WESTSIDE also provides post- purchase services including shipping &
delivery, gift wrapping, adjustments & returns, alteration & tailoring.
 Ancillary Services: WESTSIDE also provide ancillary services such as general information, check
cashing, parking, restaurants, interior etc.
 Incentives: WESTSIDE has an objective of rewarding its customers for their patronage, and lined up for
rewarding up bonanza of a surprise. Every shopper gets a scratch-win-card and entitles to a contest.

IV. Price:

 Value Pricing: With an objective of maximizing the market share, WESTSIDE has its own brand
‘Westport’ in which they use the best possible fabric, design, technique, color which adds value to their
product. Price offered is consistent with its intended value positioning of its brand and product.
 Promotional Pricing: WESTSIDE has also adopted the promotional pricing strategy for example,
selling 2 shirts for Rs499/- or 5 for Rs999/- They also provide festive discounts on Diwali, New Year
etc., a full-fledged sale.
 Psychological Pricing: WESTSIDE is a good player in psychological pricing which means setting the
prices little less than a round number, also known as odd number pricing. For example, Glasses for
Rs49/-
 Product-Bundling Pricing: WESTSIDE has also adopted product bundling strategy with bundling of
products, For example, 1 shirt for Rs999/- and 3 for Rs2499/-
V. Promotion:

 WESTSIDE launched a marketing campaign on print and television media with a budget of Rs 200
million. This Campaign was named ‘Fashion Logy’, where the buyer is provided with not just clothing,
but also guides and aids in dressing smart, styling and accessorizing.
  8% of the total revenue earned by WESTSIDE is spent on marketing and promotion.
 WESTSIDE signed Yuvraj Singh, as its Celebrity Endorsement.
 To gain confidence among the customers, an assured return and exchange policy is adopted by
WESTSIDE. A customer loyalty program named Club West, launched in May 2001. The membership
of the card flooded to around 30000+ customers, who were rebated at restaurants and on holiday
packages from Taj Group of Hotels, Home delivery of alteration were organized by the chain.

VI. Design and Display:

STORE DISPLAY:
 Mannequins: WESTSIDE normally uses Mannequins display to display for the clear visual of the
product to the buyer.
 Window display: WESTSIDE practices window displaying also known as window dressing as it create
impulse buying.
 Display Table: WESTSIDE has display tables were different product are aligned together. This also
creates a theme to the store such as sale, festive season and also accelerates creativity of displaying in
merchandisers.
About the company:
Max is the international brand under the banner of Dubai based Landmark Group, established in 2004 in UAE.
In India, Max has become the largest value fashion brand, established in the year 2006 with its first store in
Indore, currently Max has around 105 stores across 45 cities.

Type: Subsidiary

Industry: Retail

Founded: 2004 (Dubai), 2006 (India)

Headquarters: Dubai

Area Served: Worldwide

Parent: Landmark Group

Comparison Parameter
I. Variety Dresses

Sportswear Denim Bags

Shoes
II. Assortment
 Dresses
Brand: MAX
Style: Style: Style: Style: Style: Style:
MAX Floral MAX Solid MAX MAX Solid MAX Solid MAX Printed
Print Flared Sleeveless Fit Typographic Button-Down Midi Dress
Blouson Dress
Sleeves A-line & Flare Dress Print Denim Sheath
Dress Colourblocked Dress Colour:
Colour: Colour: Black, Yellow,
Jersey dress Yellow
Colour: Yellow Colour: Red
Sky Blue Colour: Blue
Size: Black Size:
Size: XS, S, M, L, Size: Size: XS
XS, S, M, L, XL, XXL Size: XS, S, M, L, XS, S, M, L
XL, XXL XS, S, M, L, XL, XXL Price:
Price: Price: Rs999/-
XL, XXL
Price: Rs999/- Price: Rs999/-
Rs1299/- Price: Rs1199/-
Rs599/-

 Denim
Brand: MAX
Style: Style: Style: Style: Style: Style:
MAX MAX MAX MAX Solid MAX Solid MAX Solid
Regular Fit
Stonewashed Distressed Stonewashed Carrot Fit Carrot Fit Jeans
Jeans
Carrot Fit Carrot Fit Jeans Skinny Fit Ankle-Length Colour:
Jeans Colour: Jeans Jeans Colour: Black, blue
Colour: Blue Colour: Colour: Blue
Size:
Black Grey Green, blue 38
Size:
Size:
Size: 38 Size: Size; 32, 34, 36, 38, Price:
28,30,32,34,3 28, 30, 32, 34, 28,30,32,34,36 Rs1299/-
6 Price: 38
Rs1399/- Price: Price:
Price: Price: Rs1399/- Rs799/-
Rs1299/- Rs999/-
  Bags
Brand: MAX
Style: Style: Style: Style: Style: Style:
MAX MAX Striped MAX Printed MAX Printed MAX Dyed MAX Solid
Herringbone Sling Bag Colourblocked Reversible Handbag with Duffel Bag
Pattern Weave Tote Bag Tote Bag Detachable with Striped
Colour:
Sequined Hobo Beige Strap Handle
Colour: Colour:
Bag Yellow Green
Size: Colour: Colour:
NA Multicolor Blue
Colour: Size: Size:
Yellow NA NA Size: Size:
Price:
Rs599/- NA NA
Size: Price: Price:
NA Rs699/- Rs599/- Price: Price:
Rs799/- Rs1499/-
Price:
Rs799/-

 Shoes
Brand: MAX
Style: Style: Style: Style: Style: Style:
MAX Mary MAX MAX MAX Solid MAX Solid MAX Printed
Janes with Cinderella Colourblock Boat Shoes Tassel Detailed Slippers
Beaded Bow Print Low-Top Colour: Sandals Colour:
Shimmery Casual Shoes Blue Colour: Multicolor
Colour: Bellies Colour: Pink, white
Pink, White Size: Size:
Colour: White 0-6months 29,31,32,34
Size:
Size: Blue 20,21,24,25,30
Size: Price: Price:
25, 26, 27, 28, 29,31,32,34
29, 30, 32 Size: Rs399/- Price; Rs649/-
25, 26, 27, 28, Rs649/-
29, 30, 32 Price:
Price: Rs749/-
Rs699/-
Price
Rs799/-
  Sportswear
Brand: MAX

Style: Style: Style: Style: Style: Style:

MAX MAX Printed MAX Printed MAX Textured MAX Solid MAX Printed
Camouflage Cap Sleeves T- Short Sleeves Crew Neck T- Sleeveless T- Knitted
Print Elasticated shirt T-shirt shirt shirt Joggers
Track Pants Colour: Colour: Colour: Colour: Colour:
Green White, pink Blue, green, Black, grey, Blue
Colour: red, white white
Green Size: Size: Size:
XS, S, XXL XS, S, M, XXL Size: Size: S,M,L,XL
Size: S,M,L,XL S,XL
XS, S, M, L, Price: Price: Price:
XL,XXL Rs449/- Rs339/- Price: Price: Rs699/-
Rs399/- Rs299/-
Price:
Rs699/-

III. Services:

 Simple Shopping: MAX gives its customers to experience shopping from offline store as well as
online site, bringing International fashion and value to its shoppers from over 325 stores across 16
countries.
 Latest collection: MAX provides its customers a profitable value format and also a world- class
shopping environment stoking the latest in international fashion from around the globe.
 In-House Design: MAX owns an IN-HOUSE design in carefully chosen colour palettes.
 Store Locator: In the Android application of MAX, customer gets an option to locate the store in
any particular state or city.
 Influencer Edit: MAX also gives an option of getting influenced by big fashion bloggers and
models such as Kritika Khurana, Komal Pandey, Ranveer Allahbadia etc. It also give style guide
from its blog titled ‘THE FORMAL EDIT’
IV. Price:

 Value Pricing: MAX has adopted value pricing strategy where buyer can get best products and a
reasonable price with best of discounts and offers.
 Promotional Pricing: MAX also uses the promotional pricing strategy, such seasonal sales and
psychological discounts.

V. Promotion:

 Advertising are made online as well as offline, using activities, materials, techniques to supplement the
marketing efforts and also coordinates with personal selling effort.

VI. Design and Display:

 STORE DESIGN:
STORE DISPLAY:

 Garment Racks: This is the most common type of clothing display, having multiple levels to display
the merchandises. As we can see they have grouped the items by colors which is visually appealing.

 Display Tables: MAX has a common versatile display method in all of its store is ‘Display Table’. An
advantage of display table is that it creates a theme around the brand such as seasonal, festive etc.
 Mannequins: MAX uses mannequins for display as it gives the buyer a clear visual of the product in
use. Mannequins also promote impulse buying.

 Window Displays: MAX Fashion strongly believes in window display also known as window dressing.
It gives the store a visually appealing design that represent the product and the retailer.
About the company:
Lifestyle India is a part of Lifestyle International Private Limited which began its operations in 1998 with its
first store in Chennai in the year1999 and now has around 41 stores across the country. Lifestyle is a retail
brand under Dubai based retail and hospitality conglomerate, Landmark Group. The store size varies from
40000 – 45000 square feet.
Type: Private
Industry: Retail
Established: 1999
Parent: Landmark Group
Headquarter: Mumbai

Comparison Parameter
I. Variety Dresses

Sports wear Denim Bags

 Shoes

II. Assortment
 Dresses
Brand: AND
Style: Style: Style: Style: Style: Style:
AND Floral AND Solid Off- AND Bell AND Polka- AND Striped AND Printed
Print Tie-Up Shoulder Skater Sleeves Dot Print Fit & Asymmetric Shift Dress with
Waist A-line Dress Asymmetric Flare Dress Dress Sash Tie-Up
Dress Colour: Hem Midi Dress Colour: Colour: Colour:
Colour: Red Colour: Green, orange White Green, Pink
Yellow White
Size:
Size: Size: Size:
Size: Size: S, M, L, XL
S, M, L, XL XS, S, M, L, XS, S, M, L,
XS, S, M, L, XS, S, M, L, XL, XL, XXL XL, XXL
XL, XXL XXL Price:
Price: Rs1299/-
Rs999/- Price: Price:
Price: Price:
Rs1249/- Rs1599/- Rs1399/- Rs949/-

 Denim
Brand: CELIO
Style: Style: Style: Style: Style: Style:
CELIO CELIO Slim Fit CELIO Solid CELIO CELIO CELIO Lightly
Stonewashed Jeans with Slim Straight Stonewashed Stonewashed Washed Slim
Slim Fit Jeans Whiskers Jeans Slim Tapered Low Rise Slim Fit Distressed
Jeans Fit Jeans Jeans
Colour: Colour: Colour: Colour: Colour: Colour:
Blue Blue Black Blue Grey Grey

Size: Size: Size: Size: Size: Size:

30, 32, 34, 36, 30, 33, 34, 38 30, 32, 33, 34, 28, 30, 32, 33, 33, 34, 36, 38 32, 33, 34, 36,
38 36, 38 34, 36 38
Price: Price:
Price: Rs2699/- Price: Price: Rs2499/- Price:
Rs1999/- Rs2999/- Rs2999/- Rs3499/-
  Bags
Brand: BAGGIT
Style: Style: Style: Style: Style: Style:
BAGGIT BAGGIT BAGGIT BAGGIT BAGGIT BAGGIT
Textured Zip- Tasselled Printed Zip- Textured Crocodile-Skin Textured
Around Wallet Handbag Closure Handbag Textured Flap Shoulder Bag
Colour: Colour; Backpack Colour: Closure Colour:
Brown Yellow Colour: Red Handbag Green
Green Colour:
Price: Price: Price: Grey Price:
Rs1175/- Rs3400/- Price: Rs3100/- Rs3000/-
Rs2900/- Price:
Rs3125/-

 Shoes
Brand: FAME FOREVER
Style: Style: Style: Style: Style: Style:
FAME FAME FAME FAME FAME FAME
FOREVER FOREVER FOREVER FOREVER FOREVER FOREVER
Perforated Camouflage Semi- Mary Janes Shimmery Shimmery Mary
Lace-Up Casual Print Casual Transparent with Rosettes Bellies with Janes with Bow
Shoes Shoes with Lighting Mary Colour: Pompoms Colour:
Velcro Janes with Bow Blue, Pink Colour: Pink
Colour: Colour: Colour: Pink, silver
Black, Blue Blue, grey Pink Size: Size:
22, 23, 24, 25, Size: 17, 18, 19, 20
Size: Size: Size: 26, 28 25
30, 31, 32, 33, 22, 23, 24, 25, 24, 25, 26, 27, Price:
34, 35, 38 26, 27, 28, 29, 28 Price: Price: Rs499/-
30 Rs799/- Rs799/-
Price: Price:
Rs899/- Price: Rs599/-
Rs699/-
  Sportswear
Brand: ADIDAS
WOMEN MEN

Style: Style: Style: Style: Style: Style:

ADIDAS Solid ADIDAS Tech ADIDAS ADIDAS ADIDAS ADIDAS M
Regular Fit
Regular Fit Prime 3s Quick Printed Regular Typographic D2M CLM3S
Crew Neck T-
Round Neck T- dry Regular Fit Fit Round Neck Print Regular LS Regular Fit
shirt with
shirt Training T-shirt T-shirt Striped Detail Fit T-shirt T-shirt
Colour: Colour: Colour: Colour: Colour:
Black Blue Blue Colour: Blue Blue
Blue
Size:
Size: Size: Size: Size:
S,M,L
L, M, S S,M,L,XL Size: S, M, L, XL, L
Price: S, M, L, XL XXL
Rs1499/- Price: Price: Price:
Rs1399/- Rs1199/- Price: Price: Rs1279/-
Rs999/- Rs1499/-

III. Services:

 Wide Varieties: Lifestyle provides a wide range of products from number of brand. It also includes
complementary merchandise with the product to its buyers. It includes both International as well as
domestic brands.
 Security: Lifestyle wants its customer to be free with every tension and involve in shopping by pure
heart, and to do so it provides sensor with the token given for the baggage which prompts the customer
to collect their bag from the baggage counter.
 One stop shop: Lifestyle has is a big pool and due to its width and depth and the price of merchandise
offered, buyers enjoys one stop shopping.
 Simple shopping: Lifestyle has made it through online media. It has also launched its android app as
well as orders can be made through its website.
 Store locator: Lifestyle has also added a feature in its application i.e., store locator , where customers
can locate stores in nearby state and city.
IV. Price:

 Value Pricing Strategy: Lifestyle practices value pricing strategy as it caters segment upper middle
class and middle class of the society.
 Promotional Pricing Strategy: Lifestyle also practices promotional pricing strategy

V. Promotion:

 Discounts: Lifestyle gives discounts coupons and amazing buying offers like Buy 2 get 1 free, Flat 50
% off, etc., from time to time to attract new customers.
 Club membership: Lifestyle has it's unique and tempting membership programs for their valuable
customers called "Lifestyle Edge". It is a differential rewards program with a host of benefits:
1. Priority Billing
2. Additional 10% discount coupon on enrolments
3. Special offers from Brands every month
4. Experiential vouchers worth Rs2000 on a quarterly (Financial Quarter) spend of Rs15,000, etc.
Anyone can become a part of the program by paying a non-refundable enrolment fee of Rs.499 at
Lifestyle stores and enjoy the benefits for 12 months.
 Loyalty programs: Lifestyle offers a loyalty program for its regular customers called "Landmark
Rewards". It is the Landmark Group’s award-winning loyalty program, which allows one to earn
valuable rewards points on their purchases and spend them for instant savings. When a buyer shops
online or at any of lifestyle stores, they will earn Landmark Rewards points on every purchase which
they can spend for instant discount on their next purchase.
 Sale: Lifestyle offers great promotions and sales for their customers. During the sale, lifestyle attracts
customers with numerous offers on its vast range of products like flat discounts, buy 1 get 1, prizes,
gifts, lucky draws, etc. It also gives the promotional offer and extra discounts on payment methods viz.
credit card offers, e-wallet offers, reward points, etc.
VI. Display and Design

 STORE DESIGN

Reference: https://www.slideshare.net/AashiyaKhan/marketing-mix-lifestyle-vs-shoppers-stop

 STORE DISPLAY:

 Window display: Lifestyle practices window display or say window dressing that creates
impulsive buying.
 Display Table: Lifestyle also has display tables in the stores which adds a theme to the stores
such as festive themes, sale etc.
 Mannequins: Lifestyle displays its products on mannequins so that buyer gets a clear visual of
the product to buy also it enhances the look of the store.
 CONCLUSION:
Direction of effort after analyzing various product category
In Shoppers Stop, the retailers has targeted the upper middle class, hence they are focusing to provide branded
as well as stylish merchandise to lure fashionable customers. WESTSIDE has its own brands and fabrics as it is
a dimension of TATA Group. It also focuses to the upper middle class of the society. They believe in selling
best quality at affordable price. Whereas MAX and Lifestyle, both are of Landmark Group, in which MAX has
brands of its own name and targets the middle income category, basically customers who are less concerned to
brands and Lifestyle attracts the customers who are more to frequent to brands and loyal to brands. Lifestyle
provides one stop shopping experience with various different brands and their range of products

Satisfying the need of target market

From the effort of retailer buyer, they satisfy the need of the targeted customers by providing them the best
possible product in their particular budget line. Such as, Shoppers Stop focuses on the passionate buyers who
are fashionable, willing to spend an amount and loyal to brands, so the retail buyer needs to come up with the
latest of the latest fashion trend to satisfy its customer.

Building long –term advantage over the competitors

To build a sustainable competitive advantage, wholly depends on the lucrative offers, launching private brands,
enhancing customer services etc. If we see Shoppers Stop has its First Citizen Loyalty Program that let its loyal
customers to experience a different aspects of shopping such as by providing few extra offers. Similarly if we
see, WESTSIDE has Club West which rebates its customers with offers at restaurants and some of them to TAJ
Group. WESTSIDE also has their marketing campaign named ‘FASHION LOGY’ that guides its customers
about the latest trends and style. This way retailers are trying to build long term advantage over its competitors.

Retail Strategy
As far as retail strategy of these department stores are concerned, Shoppers Stop has a very good hold in the
market and also practices strong strategy which is effective and impactful as it had an agreement with world
renowned cosmetics major ESTEE LAUDER to open M.A.O. cosmetics hubs in India. Whereas, Lifestyle is
also to adopt Omni channel and tech led strategies to lure new customers. Lifestyle has nine private labels that
contributes 30% of overall revenue. It has also launched application called Lifestyle Buddy. LANDMARK
group is ready to check-in in-store tech such as virtual trial rooms, self-checkout kiosks. MAX under same roof
of LANDMARK has covered the value fashion market in India, having a presence in all the segments.

REFERENCES:
 https://www.financialexpress.com/industry/lifestyle-stores-adopt-an-omnichannel-and-tech-led-strategy-
for-growth/1555014/
 http://www.shoppersstop.com/
 https://en.wikipedia.org/wiki/Shoppers_Stop
 Mobile Application: shoppers stop
 https://www.slideshare.net/ankit2608akash/westside-53027197
 Mobile Application : MAX
 https://www.maxfashion.in/in/en/c/maxwomen-accessories-bags
 Mobile Application: Lifestyle