Anurag Mishra STPR-2021 PDF

Summer Training Project Report
On
“Study of E-Commerce Fashion Accessories Market and
It’s Operations”
Towards partial fulfilment of Two Years (Full Time)

Master of Business Administration (MBA) Programme
(Affiliated to Dr. A.P.J. Abdul Kalam Technical
University, Lucknow)
Under the Supervision of Submitted by:

Mr. Mahesh Kumar Jha Roll No: 2001770700015
Course Coordinator (IGICM) Students Name: ANURAG MISHRA
Semester: Third Semester
Batch: 2020-22
Department of Management
Indira Gandhi Institute of Cooperative Management, Lucknow
Block-B, Sector-18, Rajajipuram, lucknow-226017
Website: www.igicmlko.co.in, Contact: 0522-2661820

TO WHOMSOEVER IT MAY CONCERN
This is to certify that the Summer Project Study Report titled Study of E-Commerce Fashion
Accessories Market & Its Operations submitted by Mr. Anurag Mishra as partial fulfilment of
requirement of the two year MBA (2020-2022) is a bonafide work carried out by the student at our
Institute.
This Summer Project Study is his original work and has not been submitted to any other
University/Institute.
Prof. ………………………….
Project Supervisor
Date:
Place:
DECLARATION BY THE STUDENT
I, Anurag Mishra, declare that the project entitled “Study of E-Commerce Fashion Accessories
Market & Its Operations” is my own work conducted under the supervision of Mr. Mahesh
Kumar Jha (Course Coordinator) Indira Gandhi Institute Co-operative Management, Lucknow as
a partial fulfilment of Summer Internship Program for the course of Master of Business Administration
submitted to Benetton India Private Limited and A. P. J. Abdul Kalam Technical University, Lucknow.
I further declare that to the best of my knowledge the project does not contain any part of any work
which has been submitted for any other project either in this institute or in any other without proper
citation.
Place:
Date: Signature of the Candidate
ANURAG MISHRA
ATTENDANCE CERTIFICATE
This is to certify that Mr. Anurag Mishra has completed his Summer Internship on project Study
of E-Commerce Fashion Accessories Market & Its Operations at Benetton India Private Ltd.
from 01/10/21 to 22/11/21. During this period his attendance has been excellent.
(Signature of Company Mentor with Seal)
Industry Mentor: Aditya Vikram Singh
Contact no: 8318795449
Designation: E-Commerce Head
Date:
Place: Lucknow
ACKNOWLEDGEMENT
It is my pleasure to acknowledge the assistance of a number of people as without their help and
support this project work would not have been completed.
First and foremost, I am extremely indebted to Mr. Aditya Vikram Singh E-Commerce Head
Benetton India Private Limited, Gurgaon who were my guides during the training for providing
me an opportunity to undergo such a beneficial project in the organizationand teaching me about
E-Commerce in great detail and providing facilities for me..
I would like to express special gratitude to Mr. Mahesh Kumar Jha Course Coordinator and my
mentor for providing invaluable encouragement, guidance and assistance. I would also like to
thank the entire IGICM faculty for their time to time suggestions.
Last but not the least; this project would not have been possible without the confidence, endurance
and support of my family. My family has always been a source of inspiration and encouragement.
I wish to thank my family, whose love, teachings and support have brought me this far.
Anurag Mishra
EXECUTIVE SUMMARY
The Indian luggage industry is making luggage bags, bag packs, duffel bags, laptop bags, other
different business travelling bags and many other travel accessories. The people carry different
types of luggage according to their needs and choices. This variation in the needs and
requirements makes the consumers to demand luggage in various styles and this provides the
reason for the luggage products to be so diverse in terms of utility. The luggage market of India
isbringing lots of innovation and advancement in the products so as to increases the convenience
to the customers. These innovations has led to the coming up of water-proof luggage and “the
smart luggage” known as pluggage. These pluggages provide various facilities like weighing
scale charging of phone, and inbuilt speaker.
The luggage market is divided on the basis of organized and unorganized segment. The
unorganized sector occupies majority share of the market. The other segmentation is done on the
basis of make or materials and this segmentation suggests that soft-shell luggage holds the
maximum share of the market, mostly because of its easy-fit in small spaces.
The overall luggage market in the country is between Rs 3,000 crore to Rs 4,000 crore (in 2016),
which is approximately 40 per cent of this dominated by organized players. The luggage market
is mainly driven by the growth in the Indian travel and tourism industry as with more people
travelling, the luggage they carry will increase proportionally. This industry is largely affected
by the income of the customers. This means that the more people earn so they tend to spend on
recreational activities like travelling. Luggage is an indispensable part of travelling and now it is
becoming a status symbol too. Moreover the increase in urban population and increase in per-
capita income have led to increased demand for products from the luggage industry. In addition
to this, with the increased number of school going children, the demand for school bags have
also increased and it has resulted in increased production in the luggage industry.This project
deals with the study of E-Commerce market of Luggages in respect of United Colors Of
Benetton.
Table of Contents
CHAPTER 1 - INTRODUCTION ....................................................................................................... 10

1.1 PROBLEM STATEMENT ...................................................................................................... 11
1.2 REVIEW OF RELATED LITERATURE/TEXT ........................................................................ 12
1.3 RATIONALE OF THE PROBLEM ............................................................................................. 13
1.4 METHODOLOGY ......................................................................................................................... 14
1.5 SCOPE OF THE STUDY ............................................................................................................... 15
1.6 LIMITATIONS OF THE STUDY................................................................................................. 16
CHAPTER 2 .............................................................................................................................................. 17
DETAILS OF THE ORGANISATION .................................................................................................. 17
2.1 INTRODUCTION – UNITED COLORS OF BENETTON ........................................................ 18
CHAPTER 3 .............................................................................................................................................. 22
APPROACH & METHODOLOGY........................................................................................................ 22
3.1 TASKS TO BE PERFORMED...................................................................................................... 23
3.2 DETAILED ANALYSIS OF THE TASK ..................................................................................... 24
CHAPTER 4 .............................................................................................................................................. 25
ANALYSIS & OUTCOME ...................................................................................................................... 25
4.1 CHOICE OF DATA ANALYSIS & TECHNIQUES................................................................... 26
CHAPTER 5 .............................................................................................................................................. 57
CONCLUSION & LEARNING OUTCOME........................................................................................ 54
5.1 RECOMMENDATIONS. ............................................................................................................... 55
5.2 LEARNING FROM THE PROJECT ........................................................................................... 56
5.3 LIMITATION OF THE STUDY ................................................................................................... 57
5.4 SCOPE OF FURTHER WORK ....................................................................................................58
5.5 CONCLUSION ............................................................................................................................... 59
REFERENCES ......................................................................................................................................... 60
CHAPTER 1 - INTRODUCTION
1.1 PROBLEM STATEMENT
A good Management Objective is “to capture every rupee in the wallet of every Indian
consumer, wherever they are” when it comes to apparels , shoes or fashion accessories.
As large business houses enter the Luggage industry , management is not just concentrating
on clothing & shoes but aiming to capture the entire Indian Luggage Market. From
manufacturing Apparels , Shoes , Bags , Perfumes , Belts & Wallets the company wants to
get into every business where a customer spends his/her money. They do not want to wait for
the future to unfold itself but create future scenarios in the consumer space and facilitate
consumption because consumption means socio-economic development for their customers,
employees, shareholders, associates and partners. They just don’t want satisfactory results but
write down success stories, by not just operating efficiently but evolving the economy ofIndia.
In order to achieve the above, United ColorsOf Benetton has to sell its Luggage’s &Backpacks
at a reasonable priceand offer a durable & a quality product so that they deliver best results to
keep customers satisfied. So it ultimately comes down to Managers to price its product in
order to capture its customer. Hence the problem identified is the need of offering United
Colors Of Benetton at a reasonable price in comparison to its competitors like American
Tourister ,Skybags etc. As the luggage industry is growing at a good pace it , the competition
among big players and market leaders like Safari , American Tourister , etc is getting intense
and price plays a big role in capturing its customer.
1.2 REVIEW OF RELATED LITERATURE/TEXT
The Indian luggage industry is engaged in the production of luggage bags, bag packs, duffel
bags, laptop bags, other business travelling bags and various travel accessories. The luggage that
people carry varies according to needs and choices and this variation in needs and requirements
makes the consumers to demand luggage in various styles and this provides the reason for the
luggage products to be so diverse in terms of utility. In India, luggage and handbags have, over the
recent years, managed to shed their traditional utilitarian tag and have now evolved as lifestyle
products. Increasing business and leisure travels coupled with rising disposable income and
organized retailing have led to increased demand for luggage. Within this category, the demand
for brand names has grown, as consumers aspire for goods that count as status symbols.
The overall luggage market in the country stands between Rs 3,000 crore to Rs 4,000 crore,
according to market estimates and approximately 50 per cent of this is dominated by organised
players.Over the last 13 years, India’s luggage industry has grown at an average rate of almost 13
per cent. The last financial year has recorded a growth rate of 18 per cent and is expected to reach
20 per cent in the present FY.
The growth of this industry has been impacted directly by the growth of travel infrastructure
such as national highways, airports, railway stations which contributed significantly to the
development of the travel industry in India. Over the years, both domestic and international air
travel has shown consistent double digit growth. It is also expected that India will account for 50
million outbound tourists by 2020, thereby presenting favourable prospects for the luggage
industry.
1.3 RATIONALE OF THE PROBLEM
For United Colors Of Benetton , people are its most important asset. This is because customer
satisfaction begins with the quality and features. Quality products that meet the customers
expectations in an effective way is the only and the best route to success. This study involves the
study of luggage industry keeping in mind some important brands and what United ColorsOf
Benetton has to offer. The problem addressed in this report relates to the high prices of United
Colors Of Benetton luggage’s & Backpacks whereas customers are having better options at a
reasonable price from other brands.The luggage industry is growing at a good pace and we already
have some really good market players in this industry like Safari ,Skybags& American Tourister ,
customers are having so many options for them to choose among them. In this scenario of intense
competition it becomes necessary for United Colors Of Benetton to understand what these big
players are doing and act accordingly. Whenever an individual has to buy a luggage he/she prefers
to go for brands like Safari , Skybags , American Tourister , Samsonite etc United Colors Of
Benetton is not a name that strikes when you think about luggage as they have priced their
products quite high. Apart from being priced well, it isimportant for United Colors Of Benetton
to make products that attracts the customers with its presentable style as well as they should offer
good discounts in order to capture their customers.
Hence the motive of this project revolves around understanding the luggage market, What major
brands are doing to capture its customer and identifying what should be done by United Colors Of
Benetton.
1.4 METHODOLOGY
Data was collected for nine brands American Tourister ,Skybags , Carlton , Delsey , Victorinox ,
Safari , United Colors Of Benetton , Aristocrat & Samsonite from major E-Commerce portals
Flipkart , Amazon , Jabong , Myntra& Paytm Mall. This was done for Brand Loyal people
whereas a separate data was collected for people who are not brand loyal , some keywords
assumed and the data was on the basis of those search keywords which includes the following :
1. Product Name
2. Market Retail Price
3. Selling Price
4. Discount
5. Ratings
6. No. Of Ratings
7. No. Of Reviews
8. Seller Name
The data was sorted and Top 25 products were taken for every brand on the basis of the
following :
1. No. Of Ratings & Reviews

2. Ratings
3. Discount
Further the analysis was done by calculating the Average Selling Price & Average Discount for
the Top 25 products of every brand.
1.5 SCOPE OF THE STUDY
The scope of this research is to study the E-Commerce Fashion Accessories Market. Thisresearch
is based on primary data that is collected from major E-Commerce portals. Due to time constraint
only a two month study was possible. This study majorly focuses on existing nine major bands of
the luggage industry. The study only deals with the major brands that are available on the online
portals of the luggage industry.
The scope of observation (research on E-Commerce Fashion Accessories Market) deals with
United Colors Of Benetton only in comparison to its competitors. The project is aimed to study
the E-Commerce luggage market.
This project aims to achieve its objective through analysis of the data collected about major
luggage brands from major E-Commerce portals. It includes Product Name, Market Retail Price
, Discount, Selling Price, Ratings , No. of ratings & Reviews , Seller Name. And further analysis
was done on certain parameters to come to a conclusion.
1.6 LIMITATIONS OF THE STUDY
Certain limitations do creep in a research study due to constraints of the time, money and human
efforts, the present study is also not free from certain limitation, which were unavoidable.Although
efforts were taken to make the result of the work as accurate as possible but the the data collected
has following constraints:
• Due to time constraint and other imperative work load during the time period it could not
be made possible to explore more brands to include in our study.
• Unavailability of proper data for several products.
• Due to the heavy work load it was not possible to spend more time in analyzing private
labels who are selling their product in this category.
• The discounts offered for several products were frequently changing.
• Unavailability of accurate number of products of a particular brand for analysis.
I have tried my best to keep away the limitations and make the analysis a genuine one.
CHAPTER 2
DETAILS OF THE ORGANISATION

2.1 INTRODUCTION – UNITED COLORS OF BENETTON
United Colors of Benetton is a wel established Italian fashion brand. This brand is present in 120
countries worldwide with over 6,500 stores. The company was founded in 1965by Benetton family
in Treviso, Italy. This brand’s clothing has a strong Italian character in most of the styles and
design. It produces over 110 million garments every year, 90% of which is manufactured in
Europe. The total turnover is over £2 billion/year. The company is a global clothing brand,
based in Treviso, Italy. The name comes from the four members of the Benetton family namely
Luciano, Giuliana, Gilberto and Carlo Benetton. Its core business is clothing, a group with strong
Italian character whose style, quality and passion are seen in its brands. The company produces
over 130 million garments every year. It has a retailnetwork of 5,000 contemporary stores around
the world, offers high quality customer services and generates a total turnover of over 1.9 billion
euro. The company provides employment to 7,987 people around the world. Benetton group is
listed on BorsaItaliana, the Frankfurt Stock Exchange and the New York Stock Exchange. The
€1.91 billion (2006 sales) Benetton group, which owns four fashion brands, has a dominant
presence in Europe, which accounts for 84% of global sales. Asia contributes another
12%.UnitedColors of Benetton A global brand, and one of the most well known in the world,
United Colors of Benetton has an international style that combines color, energy and practicality.
PRODUCTS OFFERED
The womenswear, menswear, childrenswear and underwear collections offer a total look for
everyday, for work and for leisure, in the city and outdoors. The brand is broadening its horizons,
expanding into new areas of merchandise from Home Collection to baby products, travel bags and
new perfumes. Under Colors of Benetton Undercolors is an extension of the Benetton brand,
featuring underwear, beachwear and sleepwear collections, as well as accessories for women, men
and children. A wide selection of recurring basic colors is enriched every season with the latest
trends. Undercolors is available in its own chain of stores which now has more than 500 locations
in thirty countries and in selected Benetton Shops. Sisley This is the Group’s most trend-setting
brand, at the forefront of fashion. Season after season, its bold, forceful collections full of fashion
ideas set the trends for young, dynamic women and men. Its creative artists and
sales team concentrate their efforts on its image and on strong- impact advertising
campaigns. PlaylifePlaylife is Benetton’s leisurewear label. Collections for men and women
offer a casual yet sporty look designed to provide maximum comfort, freedom of use, unrestricted
by any single sporting discipline. Footwear and accessories complete the collection reflecting the
latest trends. Killer Loop A brand with a strong "Street" connotation dedicated to young people,
Killer Loop has become an icon for a dynamic lifestyle thanks to its assertive clothing and footwear
ranges.
2.2 SWOT ANALYSIS
STRENGTHS:
1. They are a worldwide known brand.
2. UCB have sponsored many well know events like Formula 1 as well as Volleyball events
3. They are known for their good quality fabric and designs
4. They work in tangent with many other brands with their company
5. Their clothes have international style that combines energy, colour and practicality
6. Branding and marketing campaigns have always generated to a lot of visibility
WEAKNESS:
1. Stiff competition means market share growth is limited
2. Some controversial ad campaigns caused problems
OPPORTUNITY:
1. Online Retail is gaining a lot of importance
2. Young designers and well developed collections
3. Explore the unexplored markets

THREATS:
1. Consumer switching is on a high
2. There are a huge amount of high end fashion stores which are their competitors
3. Price wars with other brands in similar segments

CHAPTER 3
APPROACH & METHODOLOGY

3.1 TASKS TO BE PERFORMED
The tasks that were assigned to me were as follows :
1. Collection of data for nine brands from major E-Commerce portals.

2. Collection of data on search basis from major E-Commerce portals.
3. Analysis of the data collected on certain parameters :
• No. of ratings & reviews
• Discount
• Ratings & Reviews
• Product Analysis
• Seller Analytics
4. Maintaining order sheets
5. Listing catalogue for E- Commerce Portals
3.2 DETAILED ANALYSIS OF THE TASK
The data that was collected for the nine brands – American Tourister , Safari ,Aristocrat, Skybags
, Samsonite, Victorinox, Carlton , United Colors Of Benetton & Delsey from major E- Commerce
portals – Flipkart, Amazon, Jabong, Myntra & Paytm was gathered in one excel file and was sorted
in order to do strat the analysis process. Then the data that was collected from these E-Commerce
portals were analyzed on certain parameters by considering Top 25 products of each brand on the
basis of No. Of ratings & Reviews, Discount offered and Ratings.
Further these Top 25 products were used to calculate the Average Selling Price & Average
Discount for each brand on those parameters and bar graphs and pie chart are used to represent the
findings in a better way.
CHAPTER 4
ANALYSIS & OUTCOME

4.1 CHOICE OF DATA ANALYSIS & TECHNIQUES
Data was collected for nine brands American Tourister ,Skybags , Carlton , Delsey , Victorinox ,
Safari , United Colors Of Benetton , Aristocrat & Samsonite from major E-Commerce portals
Flipkart , Amazon , Jabong , Myntra& Paytm Mall. This was done for Brand Loyal people
whereas a separate data was collected for people who are not brand loyal. Other data was
collected for backpacks – Puma , Wildcraft , Safari , Skybags , Aristocrat , United Colors Of
Benetton , American Tourister and the same was done for this data as well , some keywords
assumed and the data was on the basis of those search keywords which includes the following :
1. Product Name
2. Market Retail Price
3. Selling Price
4. Discount
5. Ratings
6. No. Of Ratings
7. No. Of Reviews
8. Seller Name
The data was sorted and Top 25 products were taken for every brand on the basis of the
following :
1. No. Of Ratings & Reviews

2. Ratings
3. Discount
Further the analysis was done by calculating the Average Selling Price & Average Discount for
the Top 25 products of every brand.
4.2 OUTCOMES & INTERPRETATION OF THE
OUTCOMES
Brand wise& Segment wise Top 25 products on the basis of No. of people rated or reviewed the
product.
AMAZON
S. No Brands Average Discount Average Selling Price
1 American Tourister 51% 4992

2 Aristocrat 45% 3968
3 Carlton 17% 9164
4 Delsey 34% 8779

5 Safari 51% 3650
6 Samsonite 6% 13656
7 Skybags 52% 4225
8 United Colors Of Benetton 32% 6019
9 Victorinox 0% 27244
10 Overall Category 52% 4266
11 Mass 52% 3299
12 Medium 50% 4752
13 Premium 3% 22454
In the above table Average Selling Price & Average Discount is calculated for every brand and
different segments ,Top 25 products are taken into consideration on the basis of no. of ratings &
reviews.
30000
25000 22454
20000
15000 13656
9164 8779
10000
4992 3968 4752 4266 3650 4225
5000 3299
51% 45% 17% 34% 52% 50% 52% 3% 51% 6% 52% 32
Sum of Average Discount Sum of Average Selling Price
We can see the Average Selling Price of various brands and what is the discount that different
brands are offering. United Colors Of Benetton Average Selling Price is 6019 which is slightly
high and the discount it is offering is only 32 percent if we compare it with rest of its
competitors. In the above graph we can see four labels i.e. Mass , Medium , Premium & Overall
Category. Here overall category is calculated by taking top 25 products on the basis of no. of
ratings & reviews from the entire data of Amazon. Mass , Medium & Premium is the customer
segments that is being targeted by the brands who fall in these categories. The Average Selling
Price & Average Discount is calculated for these customer segments.
Brand wise Top 25 products on the basis of No. of people rated or reviewed the product.
FLIPKART
3 Carlton (Top 21) 6% 9211

4 Delsey 39% 8100
5 Safari 51% 3187
6 Samsonite (Top 11) 7% 10941
7 Skybags 48% 4496
11 Mass 51% 3092
12 Medium 53% 4004

13 Premium 21% 12492
different segments , Top 25 products are taken into consideration on the basis of no. of ratings &
reviews.
20000 17225
18000
16000
14000 12492
12000 10941
9211
10000 8100
8000
6000 4005 3710 4004 4496 4489
3092 3521 3187
4000
2000 54% 38% 6% 39% 51% 53% 60% 21% 51% 7% 48% 45% 33%
brands are offering. United Colors Of Benetton Average Selling Price is Rs 4489 which is
slightly high and the discount it is offering is only 45 percent if we compare it with rest of its
Category. Here overall category is calculated by taking top 25 products on the basis of no. of
ratings & reviews from the entire data of Amazon. Mass , Medium & Premium is the customer
segments that is being targeted by the brands who fall in these categories. The Average Selling
Price & Average Discount is calculated for these customer segments.
Brand wise & Segment wise Top 25 products on the basis of Discount
AMAZON
3 Carlton 26% 8503
4 Delsey 48% 7878
5 Safari 58% 3183
6 Samsonite 13% 13774
7 Skybags 56% 4203
11 Mass 58% 4224
12 Medium 58% 4224
13 Premium 50% 7291
different segments , Top 25 products are taken into consideration on the basis of Discount.
30000
24880
25000
20000
13774
15000
10000 8503 7878 7291
4570 3381 4224 4224 3237 3183 4203 4946
5000
56% 53% 26% 48% 58% 58% 59% 50% 58% 13% 56% 44% 0%
0
Category. Here overall category is calculated by taking top 25 products on the basis of Discount
from the entire data of Amazon. Mass , Medium & Premium is the customer segments that is
being targeted by the brands who fall in these categories. The Average Selling Price
& Average Discount is calculated for these customer segments.
FLIPKART
3 Carlton (Top 21) 6% 9211
4 Delsey 43% 7839
5 Safari 61% 3431
7 Skybags 53% 4327
11 Mass 62% 3249
12 Medium 57% 4121
13 Premium 43% 8025
148
14000
12000 9211
10000 7839 8025
8000
6000 4157 4121 4327 4762
3478 3249 3611 3431
4000
2000 57% 51% 6% 43% 62% 57% 63% 43% 61% 53% 45% 38%
being targeted by the brands who fall in these categories. The Average Selling Price & Average
Discount is calculated for these customer segments.
MYNTRA

2 Aristocrat (Top 13) 42% 4659
3 Carlton (Top 14) 0% 10917
4 Delsey 42% 12300
5 Safari 65% 3053
7 Skybags 24% 7264

11 Mass 65% 3053
12 Medium 58% 3850
13 Premium 42% 12300
25000
19967
20000
15000 10917 12300 12300
10000 7264
5668 4659
3053 3850 3027 3053 4005
5000
35% 42% 0% 42% 65% 58% 65% 42% 65% 0% 24% 54%
slightly less and the discount it is offering is 54 percent if we compare it with rest of its
PAYTM
3 Delsey (Top 19) 35% 7021

4 Safari 51% 3891
5 Skybags 51% 4766
9 Mass 55% 3513
10 Medium 51% 4766
11 Premium 34% 9433
25000 21611
20000
15000
9433
10000 6124 7021
3987 4766 3891 4766 5147
5000 3513 3468
40% 50% 35% 55% 51% 56% 34% 51% 51% 38% 12%
slightly less and the discount it is offering is 38 percent if we compare it with rest of its
JABONG

3 Carlton (Top 16) 38% 6070
4 Delsey 65% 5219
5 Safari 64% 3041
6 Skybags (Top 14) 45% 5228
8 Mass 64% 3075
9 Medium 56% 4459
10 Premium 65% 5074
7000 6070
6000 5130 5219 5074 5228
4709 4459 4582
5000 4080
4000 3075 3041
3000
2000
1000
53% 35% 38% 65% 64% 56% 65% 65% 64% 45% 56%
0
slightly less and the discount it is offering is 56 percent if we compare it with rest of
its competitors. In the above graph we can see four labels i.e. Mass , Medium , Premium &
Overall Category. Here overall category is calculated by taking top 25 products on the basis of
Discount from the entire data of Amazon. Mass , Medium & Premium is the customer segments
that is being targeted by the brands who fall in these categories. The Average Selling Price &
Average Discount is calculated for these customer segments.
PRODUCT ANALYSIS
The product analysis involves the analysis of the product on the basis of size the luggage’s are
available in different brands. The luggages are available in three sizes :
• Cabin
• Medium
• Large
The Product Analysis is done for each E-Commerce portals to find out how much does the
different sizes of different brand costs.
AMAZON
CABIN
Brands Average Discount Average Selling Price
American Tourister 51% 3868

Aristocrat 44% 3175
Carlton 14% 8142
Delsey 24% 8369
Safari 50% 2720
Samsonite 7% 11559
Skybags 43% 3797
United Colors Of Benetton 28% 5383
Victorinox 0% 22868
In the above table the Average Selling Price and Average Discount of every brand is
given for Cabin Size.
25000 22868
20000
15000 11559
10000 8142 8369
3868 3797 5383
3175 2720
5000 51% 44% 14% 24% 50% 7% 43% 28% 0%
0
American Aristocrat Carlton Delsey Safari Samsonite Skybags United Victorinox
Tourister Colors Of
Benetton
brands are offering. United Colors Of Benetton’s Average Selling Price is Rs 5383 which is
slightly less and the discount it is offering is only 28% percent if we compare it with rest of its
competitors.
MEDIUM

Aristocrat 46% 3839
Carlton 16% 9182
Delsey 37% 14108
Safari 47% 3335
Samsonite 7% 15041
Skybags 49% 4503
Victorinox 0% 28708
In the above table the Average Selling Price and Average Discount of every brand is given for
Medium Size.
35000
30000
25000
20000 15041
14108
15000
9182
10000 5115 5378
3839 3335 4503
5000 51% 46% 16% 37% 47% 7% 49% 37%
American Aristocrat Carlton Delsey Safari Samsonite Skybags United V

Tourister Colors Of
Benetton
slightly less and the discount it is offering is only 37 percent if we compare it with rest of its
competitors.
LARGE

Aristocrat 45% 4733
Carlton 11% 15008
Delsey 36% 9336
Safari 48% 5245
Samsonite 11% 15752
Skybags 51% 5442
Victorinox 0% 33840
Large Size.
40000
35000
30000
25000
20000 15008 15752
15000 9336
10000 5894 4733 5245 5442 6486
5000 50% 45% 11% 36% 48% 11% 51% 33%

Tourister Colors Of
Benetton
competitors.
FLIPKART
CABIN

Aristocrat 40% 3890
Carlton 4% 8930
Delsey 38% 7952
Safari 52% 2894
Samsonite 4% 9874
Skybags 39% 4463
Victorinox 26% 17489
Cabin Size.
20000 17489
15000
8930 9874
10000 7952
4022 3890 4463 4020
5000 2894
48% 40% 4% 38% 52% 4% 39% 45% 26%
American Aristocrat Carlton Delsey Safari Samsonite Skybags United Victorinox

Tourister Colors Of
Benetton
competitors.
MEDIUM

Aristocrat 36% 4022
Carlton 35% 15622
Delsey 39% 8695
Safari 41% 4173
Samsonite 9% 12100
Skybags 44% 4902
Medium Size.
1
15622
15000 12100
10000 8695
4043 4022 4173 4902

5000
57% 36% 35% 39% 41% 9% 44% 38%
American Aristocrat Carlton Delsey Safari Samsonite Skybags Victo

Tourister
brands are offering. For United Colors Of Benetton Medium size luggage’s were not available on
Flipkart.
LARGE

Aristocrat 44% 4317
Carlton 6% 15622
Delsey 50% 7584
Safari 49% 4220
Samsonite 9% 11697
Skybags 43% 6125
Large Size.
30000
25000
20000 15622
15000 11697
10000 7584 6125
5394 4317 4220 4999
5000
47% 44% 6% 50% 49% 9% 43% 45%
0
Tourister Colors Of
Benetton
brands are offering. On flipkart the Average Selling Price and Average Discount for United
Colors Of Benetton is Rs 4999 and 45 percent respectively.
MYNTRA
CABIN

Aristocrat 45% 3585
Carlton 0% 9720
Delsey 28% 8789
Safari 59% 2594
Samsonite 0% 19500
Skybags 25% 6339
Cabin Size.
25000
19500
20000
15000
9720 8789
10000 63
5009
5000 3585 2594
36% 45% 0% 28% 59% 0% 25%
American Aristocrat Carlton Delsey Safari Samsonite Skyba

Tourister
brands are offering. On Myntra the Average Selling Price and Average Discount for United
MEDIUM

Aristocrat 41% 4716
Carlton 0% 10450
Delsey 32% 13103
Safari 54% 3616
Skybags 14% 8531
Medium Size.
15000 13103
10450
10000 8043 8531
4716 4480
5000 3616
21% 41% 0% 32% 54% 14% 48%
American Aristocrat Carlton Delsey Safari Skybags United Colors

Tourister Of Benetton
We can see the Average Selling Price of various brands and what is the discount that
different brands are offering. On Myntra the Average Selling Price and Average Discount for
United Colors Of Benetton is Rs 4480 and 48 percent respectively.
LARGE

Aristocrat 38% 5979
Carlton 0% 13363
Delsey 30% 15284
Safari 46% 5188
Samsonite 0% 20200
Skybags 15% 9506
Large Size.
25000
20200
20000
15284
15000 13363
9506
10000 7216
5979 5188 5079
5000
39% 38% 0% 30% 46% 0% 15% 48%
American Aristocrat Carlton Delsey Safari Samsonite Skybags United

Tourister Colors Of
Sum of Average Discount Sum of Average Selling Price Benetton
brands are offering. On Myntra the Average Selling Price and Average Discount for United
PAYTM
CABIN

Aristocrat 49% 3234
Delsey 34% 7046
Safari 48% 3528
Skybags 43% 4289
Victorinox 7% 19950
Cabin Size.
25000
19950
20000
15000
10000 7046
5001 4289 5282
5000 3234 3528
36% 49% 34% 48% 43% 33% 7%
American Aristocrat Delsey Safari Skybags United Colors Victorinox

brands are offering. On Paytm the Average Selling Price and Average Discount for United
MEDIUM

Aristocrat 47% 3928
Delsey 40% 6995
Safari 40% 4937
Skybags 44% 5532
Victorinox 5% 23975
Medium Size.
30000
23975
25000
20000
15000
10000 6476 6995 5532
3928 4937 5085
5000
38% 47% 40% 40% 44% 40% 5%
American Aristocrat Delsey Safari Skybags United Colors Victorinox

brands are offering. On Paytm the Average Selling Price and Average Discount for United
LARGE

Aristocrat 46% 5220
Delsey 35% 6955
Safari 43% 5736
Skybags 39% 6584
Victorinox 6% 28608
Large Size.
35000
30000
25000
20000
15000
10000 8061 6955 6584
5220 5736
5000 38% 46% 35% 43% 39% 6%
American Aristocrat Delsey Safari Skybags Vict

Tourister
brands are offering. . For United Colors Of Benetton Large size luggage’s were not available on
Paytm.
MARKET SHARE
AMAZON
On the basis of the Artificial Intelligence and insights from the online portals only 10% (Approx)
customers / Shoppers rate or review the product with this assumption the brandwise share is
calculated on the basis of the ratings.
S.No Brands Target Sum of Ratings Market Share
1 American Tourister Medium 97.4 9.74

2 Aristocrat Mass 107.9 10.79
3 Carlton Premium 27 2.7
4 Delsey Premium 91.3 9.13
5 Safari Mass 92 9.2
6 Samsonite Premium 98.4 9.84
7 Skybags Medium 97.2 9.72
8 United Colors Of Benetton Medium 47.5 4.75
9 Victorinox Premium 114 11.4
In the above table we can see the market share of each brand which is calculated by multiplying
the sum of the rating of each brand with 10 percent.
Market Share
American Tourister
13%
United Colors Of Victorinox

Benetton 15%
6% Aristocrat
14%
Skybags
12% Carlton
Delsey 3%
Samsonite 12%
13% Safari
12%
The above Pie chart shows the market share that each brand holdsand we can see the market
share of United Colors Of Benetton is just 6 percent in the market.
MARKET SHARE
FLIPKART
S.No Brands Target Sum of Ratings Market Share
1 American Tourister Medium 110.3 11.03

2 Aristocrat Mass 107.3 10.73
3 Carlton (Top 21) Premium 0 0
4 Delsey Premium 32.1 3.21
5 Safari Mass 109.3 10.93
6 Samsonite (Top 11) Premium 7.3 0.73
7 Skybags Medium 109.4 10.94
8 United Colors Of Benetton Medium 66.8 6.68
9 Victorinox Premium 25.3 2.53
In the above table we can see the market share of each brand which is calculated by multiplying
the sum of the rating of each brand with 10 percent.
Victorinox
5% Market Share
United Colors Of
Benetton
12%
American
Tourister
19%
Skybags
19% Aristocrat
19%
Safari
Samsonite (Top 11)
19% Carlton (Top 21)
1%
Delsey 0%
6%
The above Pie chart shows the market share that each brand holds and we can see the market
share of United Colors Of Benetton is just 12 percent in the market.
SEARCH KEYWORDS
Keyword Wise Top 25 products on the basis of No. of people rated or reviewed the
product
AMAZON
S.No. Keywords Average Discount Average Selling Price
1 Cabin Size Trolley Bags 40% 3308

2 Check In Size Trolley Bags 49% 4454
3 Hard Trolley Bags 54% 4485
4 Soft Trolley Bags 52% 3828
5 Trolley Bags In Suitcases 49% 3678
In the above table Average Selling Price & Average Discount is calculated for every keyword
used for search , Top 25 products are taken into consideration on the basis of No. Of Ratings.
5000 4454 4485

3828 3678
4000 3308
3000
2000
1000
40% 49% 54% 52% 49%
Cabin Size Trolley Check In Size Trolley Hard Trolley Bags Soft Trolley Bags Trolley Bags In
Bags Bags Suitcases
In the above graph we can see the different average selling price and average discounts of all the
five search keywords that are represented in the form of Bar graphs. Here we can see that the
highest discount is offered in Hard Trolley Bags which is 54 percent with an Average Selling
Price of 4485.
Keyword Wise Top 25 products on the basis of No. of people rated or reviewed
the product
FLIPKART

used for search , Top 25 products are taken into consideration on the basis of No. Of Ratings.
8000 6899
7000
6000 5058
5000 4254 3905
3764
4000
3000
2000
1000 53% 35% 29% 34% 56%
0
Bags Bags Suitcases
highest discount is offered in Trolley Bags In Suitcases which is 56 percent with an Average
Selling Price of 3905.
Keyword Wise Top 25 products on the basis of Discount
AMAZON

used for search , Top 25 products are taken into consideration on the basis of Discount.
6000
5061
4758
5000
3765 3491
4000 3449
3000
2000
1000
56% 63% 63% 63% 60%
Bags Bags Suitcases
highest discount is offered in Soft Trolley Bags , which is 63 percent with an Average Selling
Price of 3491.
FLIPKART

7000 6285
6000
5000 4623 4504
3439 3757
4000
3000
2000
1000
55% 61% 54% 64% 59%
Bags Bags Suitcases
Price of 4504.
FLIPKART

6000 5193
5000
3962
4000
2711 2837 2854
3000
2000
1000
65% 35% 61% 69% 67%
Bags Bags Suitcases
Price of 2837.
JABONG

9000 7792
8000
7000 5920
6000 5376 5044
5000 4408
4000
3000
2000
1000 48% 65% 52% 65% 65%
Bags Bags Suitcases
Price of 4408.
PAYTM

12000
9676
10000
8000
6000 4716 4738
3407 3528
4000
2000
47% 22% 50% 61% 63%
Bags Bags Suitcases
highest discount is offered in Trolley Bags in Suitcases , which is 63 percent with an Average
Selling Price of 4738.
CHAPTER 5
CONCLUSION & LEARNING

OUTCOMES
5.1 RECOMMENDATIONS
• After observing the E-Commerce Fashion Accessories Market, it is my recommendation

to bring down the prices of United Colors Of Benetton luggage’s to make it choice for its
customers.
• Different pricing pattern should be used for different E-Commerce portals as for the same
product you can find different price on different E-Commerce portals.
• The products should be offered at better discount rates in order to attract its customers.
• In the case of luggage , a luggage is available in three sizes Cabin , Medium , Check in
they can be offered in a combo of three or two in order to attract its customer as very few
brands are doing it.
• United Colors Of Benetton should make its luggage’s attractive with new designs and
better features , as in the case of luggagetheir are several brands who are offering quality
products at a reasonable price with better features.
• The luggage industry is growing at a good pace Backpacks & Luggage’s are the biggest
value and volume drivers in the Fashion Accessories Market and in order to capture its
customer United Colors Of Benetton needs to price its product accordingly.
5.2 LEARNINGS FROM THE PROJECT
Working in a prestigious organization like Benetton India Pvt Ltd. for two months gave me
enriching experience in my area of interest that is Analytics. It was real world experience in the
industry and working on the study of E-Commerce Fashion Accessories of such great organization
helped me to have in-depth learning.
This project helped me to have a closer and deeper look into the Luggage industry and observe it
closely. I got to learn the daily routine activities of how a corporate office works. Not only did I
gain information in my subject of Marketing but also I got familiar with the work of the department
managers. I got to know about the Luggage & Backpack Market. I got to know about process
required for listing a catalogue on an E-Commerce portal.
I also made order lists for wallet , belts & socks that was sent to the dealer. I was responsible for
collecting accurate data for analysis purpose. This project helped me to understandthe
fashionaccessories market and the potential it holds. I got to learn about Data Analytics as I was
responsible for analysing the market.
It was a wonderful experience and the gains from this project will help me boost my knowledge
further.
5.3 LIMITATIONS OF THE PROJECT
Although there were very few limitations to enlist but every research work carried out has to face
some limitations.
• Due to time constraint and other imperative work load during the time period it could not
be made possible to explore more brands to include in our study.
• Unavailability of proper data for several products.
• Due to the heavy work load it was not possible to spend more time in analyzing private
labels who are selling their product in this category.
• The discounts offered for several products were frequently changing.
• Unavailability of accurate number of products of a particular brand for analysis.
5.4 SCOPE OF FURTHER WORK
• The study could be further extended to study the in-depth other brands and private labels
in this industry.
• All trainings can be studied separately and implemented in a better manner.
• The time period of the study can be extended.
• This data can be used for future study as well.
5.5 CONCLUSION
An analysis of E-Commerce Fashion Accessories Market plays an important role inunderstanding

about the luggage industry and the biggest players of this industry in order to identify what these
brands are doing in order to capture its customer.A detail study of the E- Commerce Fashion
Accessories Market Analysis infers that:
• The analysis helped to know about the luggage market and the big players of the industry.
• All the data was collected for nine brands and five E- commerce portals only.
• The data collected included Product name , MRP , Selling price , Ratings , Reviews
,Discount & Seller Name.
• The analysis was helpful in finding out at waht price customers are preferring to buy a
product.
• The data was collected for people who are brand loyal as well as for people who are not
brand loyal.
• The E-Commerce portals are quite dynamic and the discounts offered on a product can
change within few days.
• Same product can be offered at different price on other E-Commerce portal.
• The prices of the luggage’s is slightly higher than its competitors.
REFERENCES
• www.indiaretailing.com
• www.wikipedia.com
• www.marketing91.com
• www.benettongrouop.com
• www.indiatoday.in
• www.economictimes.indiatimes.com
• www.managementstudyguide.com
• www.mbaskool.com
• www.shopify.com
• www.flipkart.com
• www.amazon.com
• www.jabong.com
• www.myntra.com
• www.paytm.com

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Summer Training Project Report

Towards partial fulfilment of Two Years (Full Time)

Under the Supervision of Submitted by:

Indira Gandhi Institute of Cooperative Management, Lucknow

Block-B, Sector-18, Rajajipuram, lucknow-226017

Website: www.igicmlko.co.in, Contact: 0522-2661820

(Signature of Company Mentor with Seal)

Industry Mentor: Aditya Vikram Singh

Contact no: 8318795449

Designation: E-Commerce Head

CHAPTER 1 - INTRODUCTION ....................................................................................................... 10

1. No. Of Ratings & Reviews

DETAILS OF THE ORGANISATION

2.2 SWOT ANALYSIS

1. They are a worldwide known brand.

6. Branding and marketing campaigns have always generated to a lot of visibility

1. Stiff competition means market share growth is limited

2. Some controversial ad campaigns caused problems

1. Online Retail is gaining a lot of importance

2. Young designers and well developed collections

3. Explore the unexplored markets

1. Consumer switching is on a high

3. Price wars with other brands in similar segments

APPROACH & METHODOLOGY

The tasks that were assigned to me were as follows :

1. Collection of data for nine brands from major E-Commerce portals.

ANALYSIS & OUTCOME

1. No. Of Ratings & Reviews

1 American Tourister 51% 4992

4 Delsey 34% 8779

Sum of Average Discount Sum of Average Selling Price

1 American Tourister 54% 4005

2 Aristocrat 38% 3710

3 Carlton (Top 21) 6% 9211

12 Medium 53% 4004

Sum of Average Discount Sum of Average Selling Price

13 Premium 50% 7291

Sum of Average Discount Sum of Average Selling Price

Sum of Average Discount Sum of Average Selling Price

1 American Tourister 35% 5668

10 Overall Category 65% 3027

Sum of Average Discount Sum of Average Selling Price

1 American Tourister 40% 6124

2 Aristocrat 50% 3987

3 Delsey (Top 19) 35% 7021

Sum of Average Discount Sum of Average Selling Price

1 American Tourister 53% 5130

11 United Colors Of Benetton 56% 4582

Sum of Average Discount Sum of Average Selling Price

Brands Average Discount Average Selling Price

American Tourister 51% 3868

Sum of Average Discount Sum of Average Selling Price

Brands Average Discount Average Selling Price

American Aristocrat Carlton Delsey Safari Samsonite Skybags United V

Sum of Average Discount Sum of Average Selling Price

Brands Average Discount Average Selling Price

American Tourister 50% 5894

American Aristocrat Carlton Delsey Safari Samsonite Skybags United V