Competitive analysis

Competitive Analysis-AnujaBihani

Categories within ApparelApparelMen’s WearWomen’s WearChildren’s WearFormal WearCasual WearAccessoriesInfantsToddlersSleepwearWesternIndianGirls & Boys WearInnerwearEvening WearLoungewearTeensAccessories

Kolkata Primary SurveyMulti brand OutletsBig BazaarPantaloonsBrand FactoryCentralKolkata BazaarWestside

Kolkata Primary SurveyMulti brand Outlets…Shoppers StopGlobusLifestyleEbony

Kolkata Primary SurveyExclusive Brand OutletsLevis Wills LifestyleAllen SollyLouis PhillipeVan HeusenArrowTommy Hilfiger

Kolkata Primary SurveyExclusive Brand Outlets….DockersBIBAMarks & SpencerLilliputGini & JonyColorplus

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

Future GroupBig BazaarPantaloonsBrand FactoryCentral

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

Big BazaarProvides the best products at the best price.

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

All over India, Big Bazaar attracts a few thousand customers on any regular day.Big BazaarTarget audienceBig Bazaar targets higher and upper middle class customers .

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

Big Bazaar specifically targets working women and home makers who are the primary decision makersRetail MixMerchandise assortment

Personal sellingBig BazaarStores Visited: Lee road, VIP road, Hiland Park, Mani Square Less Breathing SpaceExcessive Schemes(danglers)Loud announcements (Sab Bazaar ekbaar Big Bazaar Bar bar ) Satisfactory StaffMedium quality Display No Mirrors

Big BazaarPrice cues usedSabseSasta Din (15th August and 26th January)Asin and Dhoni Brand ambassadorsExchange schemes to induce purchases Store Specific VIP road Exit well placed Kids section on entry and then the grocery section

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

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

PantaloonsStores Visited: Camac street, South city mall Excellent DisplayAdequate Breathing spaceCourteous staffAmbience comfortableGift vouchersUpcoming movie collection(London dreams)Viewed as trend setters

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

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

Brand FactoryFuture Group obsolete stock Lack of breathing space200 Brands 20-50% discount 365 days

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

CentralCommunicates both Range as well as PromosTarget Market is upward moving trendy urban customersA very vibrant and peppy feel to the communication

Kolkata BazaarSpaciousVisual display poorInferior merchandize

Observations @ Kolkata BazaarThe merchandize quality and display is extremely poor There were hardly any customersThe offerings were low priced and inferior in quality

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

WestsideStores Visited: Camac street, Mani Square Kids collection (Hanna Montana)Schemes not excessively marketed but noticeablePrice cues usedGift VouchersStore SpecificMani square Excellent Display

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

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

GlobusCelebrity endorserCommunicates both range and the prices upfrontDoes not showcase low end apparel but advertises expensive clothesHas a fixed visual grammar and ensures that the communication is dynamicHas a very international feel to itNo vernacular advertising

LifestyleCommunicates range in a very simple and clutter free wayCommunicates gifting options alsoThe moods are very Indian and can be related to by the common Indian urban consumerMostly communicated through fashion and current affairs magazines, not present in dailiesThe communication is not aspirationalNo vernacular advertising

EbonyTotally promo driven communicationDoes not showcase range or productsVery similar to retail advertising but not close to fashion advertising

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

Observation @ LevisLevis had a cool ambience and the entire store depicted the brand personality – “Rebel” extremely well The campaign was well targeted to the youthCelebrity endorserSale and product communicationBold communicationConsistent visual grammar

Observations @ Wills LifestyleDesigner apparel with mention of the designer Outdoor ambience sets the mood and adds to the storyInternational look and feelStylized communication

Observations @ Allen SollyRelaxed communicationShowcases the rangeHas different stories for different productsTells the same story in more than one wayCommunicates only to the working manPortrays him to be a hero in his own sphere

Louis PhillipeVery similar to other communication in the categoryA lot of mood advertisingShowcases the rangeThe communication is aspirationalfor the urban office-goer

ArrowSale and promo communicationAuthoritative tonalityDoes not showcase any range

Tommy HilfigerSale, promo and product communicationVisual communicationNo brand storyGenerally international advertising

DockersMood and range communicationPortrays the attitude inherited with the clothesVisuals and logo, no copy

BIBASale and range communicationBrand tries to establish a fantasyUsage of very archaic elements to give the communication an ancient seriousnessConsistent visual grammar

Observations @ Marks & SpencerSale and range communicationPresence of catalogue advertisingSimple visuals to portray rangeLacks style, looks ordinary

LilliputCommunicates range and footprintAlso communicates ticket sized promosUsage of international models gives it a premium look and feelShowcases range from 0 to 12

Gini & JonyCommunicates promos and rangeAlso communicates ticket sized promosUsage of international models gives it a premium look and feelShowcases range from 0 to 12Communicates activities involving mothers to portray the brands understanding of children

Competitive analysis

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Competitive analysis