Competitive Analysis

-Anuja Bihani

Categories within Apparel

Apparel

Mens Wear

Formal Wear

Womens Wear

Casual Wear

Childrens Wear

Accessories

Infants

Sleepwear
Western

Toddlers

Indian
Innerwear

Evening Wear

Loungewear

Girls & Boys Wear

Teens

Accessories

Kolkata Retail
Market
Survey

Multi Brand
Outlets

Exclusive
Brand Outlets

Kolkata Primary Survey

Multi brand Outlets
Big Bazaar
Pantaloons
Brand Factory
Central
Kolkata Bazaar
Westside

Kolkata Primary Survey

Multi brand Outlets
Shoppers Stop
Globus
Lifestyle
Ebony

Kolkata Primary Survey

Exclusive Brand Outlets
Levis
Wills Lifestyle
Allen Solly
Louis Phillipe
Van Heusen
Arrow
Tommy Hilfiger

Kolkata Primary Survey

Exclusive Brand Outlets.
Dockers
BIBA
Marks & Spencer
Lilliput
Gini & Jony
Colorplus

Future Group
Future 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 Group

Big Bazaar
Pantaloons
Brand Factory
Central

Big Bazaar
Big 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 Statesbased Wal-Mart.

Big Bazaar
Provides 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 Bazaar
Target audience
Big 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 makers

Retail Mix
Merchandise assortment
Location
Price
Visual merchandising
Store atmosphere
Customer service
Advertising
Promotion
Personal selling

Big Bazaar
Stores Visited: Lee road, VIP road, Hiland Park,
Mani Square
Less Breathing Space
Excessive Schemes(danglers)
Loud announcements
(Sab Bazaar ek baar Big Bazaar Bar bar )
Satisfactory Staff
Medium quality Display
No Mirrors

Big Bazaar

Price cues used

Sabse Sasta Din (15th August and 26th January)
Asin and Dhoni Brand ambassadors
Exchange schemes to induce purchases
Store Specific
VIP road
Exit well placed
Kids section on entry and then the grocery
section

Observations @ Big Bazaar

Big 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 schemes
Customers sounded pretty satisfied, they thought
that big bazaar had a value for money offering
A lot of vernacular advertising
Communicates offers and range in a big way
Festive oriented

Big Bazaar

Big Bazaar

Big Bazaar

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

Pantaloons

Stores Visited: Camac street, South city mall

Excellent Display
Adequate Breathing space
Courteous staff
Ambience comfortable
Gift vouchers
Upcoming movie collection(London dreams)
Viewed as trend setters

Pantaloons
User friendly e-store
(http://pantaloon.futurebazaar.com/indexPant
aloon.jsp)
Sponsor of events like Femina Miss India

Observations @ Pantaloons
The 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/him
Even the staff reinforced and acted as a
stimulus during the point of purchase

Pantaloons

Pantaloons

Pantaloons

Pantaloons

Brand Factory
Future Group obsolete stock
Lack of breathing space
200 Brands 20-50% discount 365 days

Observations @ Brand Factory

Brand 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

Central

Central

Central

Central

Central
Communicates both Range as well as Promos
Target Market is upward moving trendy urban
customers
A very vibrant and peppy feel to the
communication

Kolkata Bazaar
Spacious
Visual display poor
Inferior merchandize

Observations @ Kolkata Bazaar

The merchandize quality and display is
extremely poor
There were hardly any customers
The offerings were low priced and inferior in
quality

Westside
The 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 Awards 2005.

Westside
Stores Visited: Camac street, Mani Square
Kids collection (Hanna Montana)
Schemes not excessively marketed but
noticeable
Price cues used
Gift Vouchers
Store Specific
Mani square Excellent Display

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

Westside

Westside

Shoppers Stop

Shoppers Stop

Shoppers Stop

Shoppers Stop

Shoppers Stop

Shoppers Stop

Shoppers Stop
Generally sale and promo communication
Black and white communication in accordance with the brand
campaign

One or two ticket size offers and not arrays of offers

Does not have a fixed visual grammar, often determined by the

partner brand

Selective vernacular communication

Communication does not showcase range of apparel available but
portrays a mood not essentially related to shopping

Globus
Celebrity endorser
Communicates both range and the prices upfront
Does not showcase low end apparel but advertises expensive
clothes
Has a fixed visual grammar and ensures that the communication is
dynamic

Has a very international feel to it

No vernacular advertising

Globus

Globus

Globus

Lifestyle

Lifestyle

Lifestyle

Lifestyle
Communicates range in a very simple and clutter free way
Communicates gifting options also
The moods are very Indian and can be related to by the common
Indian urban consumer
Mostly communicated through fashion and current affairs
magazines, not present in dailies

The communication is not aspirational

No vernacular advertising

Ebony

Ebony

Ebony

Ebony
Totally promo driven communication
Does not showcase range or products
Very similar to retail advertising but not close
to fashion advertising

Levis

Levis

Levis

Levis

Levis
Levis-Elgin road Crossing
Excellent Scheme
Change your reach 150 I phones
Change your studio 50 Mc Books
Change your World Car Beat
Others:
Spykars, Wills, Benetton

Observation @ Levis
Levis had a cool ambience and the entire store
depicted the brand personality Rebel
extremely well
The campaign was well targeted to the youth
Celebrity endorser
Sale and product communication
Bold communication
Consistent visual grammar

Wills Lifestyle

Wills Lifestyle

Wills Lifestyle

Wills Lifestyle

Observations @ Wills Lifestyle

Designer apparel with mention of the designer
Outdoor ambience sets the mood and adds to
the story
International look and feel
Stylized communication

Allen Solly

Allen Solly

Allen Solly

Observations @ Allen Solly

Relaxed communication
Showcases the range
Has different stories for different products
Tells the same story in more than one way
Communicates only to the working man
Portrays him to be a hero in his own sphere

Louis Phillipe

Louis Phillipe

Louis Phillipe
Very similar to other communication in the
category
A lot of mood advertising
Showcases the range
The communication is aspirational for the
urban office-goer

Van Heusen

Van Heusen

Van Heusen

Van Heusen

Van Heusen

Van Heusen

Arrow

Arrow

Arrow

Arrow

Arrow

Arrow
Sale and promo communication
Authoritative tonality
Does not showcase any range

Tommy Hilfiger

Tommy Hilfiger

Tommy Hilfiger

Tommy Hilfiger
Sale, promo and product communication
Visual communication
No brand story
Generally international advertising

Dockers

Dockers

Dockers

Dockers
Mood and range communication
Portrays the attitude inherited with the
clothes
Visuals and logo, no copy

BIBA

BIBA

BIBA

BIBA

BIBA
Sale and range communication
Brand tries to establish a fantasy
Usage of very archaic elements to give the
communication an ancient seriousness
Consistent visual grammar

Marks & Spencer

Marks & Spencer

Marks & Spencer

Observations @ Marks & Spencer

Sale and range communication

Presence of catalogue advertising
Simple visuals to portray range
Lacks style, looks ordinary

Lilliput

Lilliput

Lilliput

Lilliput
Communicates range and footprint
Also communicates ticket sized promos
Usage of international models gives it a
premium look and feel
Showcases range from 0 to 12

Gini & Jony

Gini & Jony

Gini & Jony

Gini & Jony

Communicates promos and range
Also communicates ticket sized promos
Usage of international models gives it a
premium look and feel
Showcases range from 0 to 12
Communicates activities involving mothers to
portray the brands understanding of children

Colorplus

Colorplus

Colorplus

Colorplus

Colorplus

Colorplus

Colorplus

Colorplus

Colorplus
Communicates range
Tongue in cheek communication
Generally visuals only show products in
different forms to connote a story
The visual grammar is consistent and the
stories are not repetitive

Colorplus

Thank You