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Numero Uno Clothing Ltd.Comparative Analysis of The Brand in
There FLAGSHIP STORE,FACTORY OUTLET and VENUE SALE.
Presented By:-Rajiv RanjanNational Institute Of Fashion TechnologyHyderabad
OBJECTIVE
To analyse the purchasing pattern of the consumers by undergoing comparative analysis of the Brand.
SUB OBJECTIVE To analyse the buying behaviour of the
consumers of NUMERO UNO.Will get to know what they expect more from the
Brand.How they compare the merchandise of the Brand
in FLAGSHIP STORE, VENUE SALE, and FACTORY OUTLET.
METHODOLOGY
Market research based on questionnaire method.
Existing data.Secondary data from various
sources.
Facts about Research• Research type:-• Primary Research (Questionnaire)• Sample Size:-20 • Target :- Younger People• Age Group: 18-35• Places of Research:-i) Flagship Store(CP)
ii)Factory outlet(Kataria chowk)iii)Venue Sale(Aaga khan hall)
INTRODUCTIONNUMERO UNO was incorporated in
1987 by Hi Fashion Clothing Co.1st of April 2007 the company
changed its name to Numero Uno Clothing Ltd.
Over the years NUMERO UNO has been dynamic and responsive brand for the youth.
Contd ……..NUMERO UNO today owns, 4 state-
of- the- art units in Gurgaon, Okhla, Selaqui and Manesar.
500 machines and more than 1000 workers.
Gurgaon unit has one of the best in-house laundries in the country with a capacity of 2,00,000 pieces a month.
Contd …….Numero Uno started by primarily
manufacturing jeans for men and slowly moved into jeans for women.
A knitting plant was set up for shirts & sweaters for both men & women.
Numero Uno, has a team of designers who come from India’s premier institutes
Positioning and StrengthsNumero Uno has over the years,
metamorphosised into a dynamic and responsive brand for the youth.
NUMERO UNO Defines new fashion trends catering to consumer preferences.
NUMERO UNO targets the 18-35 age group.
CONTD….Numero Uno is positioned as a
youthful, trendy and fashionable denim/casual wear brand for both men and women.
Today, Numero Uno is perceived as a brand that does not compromise on quality, fit, design and comfort.
Communication and Promotion Strategy
Concept was to position NU as a youthful, fun loving brand with attitude
Campaigns are eagerly looked forward to and have been hailed as breakthrough advertising that has tremendous appeal without being vulgar.
The brand imagery and message is portrayed through TV spots on Prime Channels, ads in lifestyle magazines, newspaper ads, hoardings, and time-to-time promotions through events and sponsorships.
CONTD…..
Promotions were also effective by highlighting the product ranges in the print media on an All India basis.
There is also Media Publicity for our events and New Store Launches.
Future OutlookCurrently, the company has116
exclusive stores across IndiaNUMERO UNO is aiming to open 200
stores within the next 2 yrs.planning to open 25 more exclusive
stores during the financial year 2008-2009
Targeting southern market.
CONTD…Currently, the Brand is available at
33 Large Format stores such as Shopper’s Stop, Reliance, Central –Pantaloon etc.
Current Innovations Numero Uno
launches EspanaEspana reflects
style and manifests originality of today's fashion-conscious and discerning young generation
NU BlueNU Blue entered
the market in spring/summer 08.
Launched new economy brand NU Blue in the Indian market.
Economical price with quality.
NU BlueNU Blue is a
product that combines all facets of style, fit and design.
Targeting young professionals and college goers.
NU Blue is a trendy garment for both Men and Women.
NU JUNIOR2007 NU Launched its products for
junior’s under the Brand name “NU JNS”.
Products have been retailed through “NU” exclusive stores.
NU plans to open 20 exclusive brand outlets for “NU JNS” in the financial year 2008-2009 & 2010.
EYEWEAR Licensing
arrangement with a reputed international eyewear manufacturing company.
Numero Uno eyewear is available through NUCL’s distribution network
FOOTWEAR NU has a large section
of footwear's. company plans to
open 20 exclusive footwear stores across India by 2009-2010.
company is also putting up a manufacturing facility for NU Footwear at Silaqui (Uttaranchal).
ACCESSIORIESDEODRANTS and PERFUMES BELTS
UNO“NUCL” is also planning to start a
formal label under the brand name “Uno”
“UNO” will be a complete line of formal clothing.
OVERSEASCompany is looking at licensing
arrangements in international markets.
company has started test marketing & exporting its products to UK, South Africa and Nepal where the Brand has been well accepted.
PROJECT
Comparative Analysis of The Brand in There FLAGSHIP
STORE,FACTORY OUTLET and VENUE SALE
Analysis of the store on the 4Ps of management
Product Price
Place Promotion4Ps
PRODUCTDeals with the casual wear.Keeps younger generation in mind.Wide merchandise range for both
males and females.Enough merchandise on accessories
Merchandise categories for men’s
Exclusive merchandise to satisfy the needs of the different segment of the Male customers.
Like :- Denims Shirts T-Shirts
Accessories Footwear's
Merchandise categories for women’s
Exclusive merchandise to satisfy the needs of the different segment of the Female customers.
Like :- Denims Tops
Casual Shirts Accessories Footwear's
Exclusive Fits of Numero Uno Men
Slim fit NURM 219 ;- Mid low
slim fit NURM 209;- Mid low
slim straight EJM Espana 239;- Low
slim fit (Launched in march 2009)
EJM 249;- Mid low narrow slim fit
Regular fit NURM 230;- Mid low
comfort fit NURM 255;- Straight
fit NURM 259;- Boot cut EJM 279;- Light boot
cut (slim and thigh tight
Exclusive Fits of Numero Uno Women
Fits-NURL/JSL 019;-
Mid low slim straight
NURL/JSL 07 ;- Boot cut
NURL/JSL 09;- Mid low slim fit
NURL/JSL 08 ;- Mid low straight cut
PRICEMens
Denims:-Rs 1099to2499
Shirts:-Rs 799to1449
T-shirts:-Rs 599to899
Tri pack T-Shirts:-Rs 799
WomensDenims:-Rs
999to2299.Shirts:-Rs499to
999T-Shirts:-
449to799Tri pack T-Shirts:-
Rs 699.
ACCESSORIESFootwear’s; - Price range starting from
Rs599-2799Sunglasses; - Price range starting from
Rs1299-1699Belts;- Price range starting from Rs599-899Scarf’s; - Price range starting from Rs199-
499Caps; - Price range starting from Rs299-
399
ACCESSORIES Contd….Bandanas; - Price range starting
from Rs149-249Socks; - Price range starts from
Rs99-299Perfumes; - Price range is Rs349Deodrants;- Price range is Rs149
LOCATION OF THE STORE AT CONNAUGHT PLACE
The store is located in the heart of “INDIA” capital NEW DELHI.
It is located in the costliest and shopping paradise of India Connaught Place.
Connaught place is one of the largest financial, commercial and business centres in Delhi
It is often abbreviated as CP
CONTD….Robert Tor Russell, chief architect to
the Government of India designed Connaught Place in 1932.
PromotionBrand does not spends much on promotionThey come up with several schemes like
buy a merchandise of Rs5000 and get a sunglass by paying just Rs 250 more.
The brand imagery and message is portrayed through TV spots on Prime Channels, ads in lifestyle magazines, newspaper ads, hoardings, and time-to-time promotions through events and sponsorships
FLAGSHIP STORE QUESTIONAIRE
Q1.How many times in a year do you go for shopping?
i)Once in a month...... ii)Once in two months....iii)Every six month..... iv)Once in a year
1 2 3 40
2
4
6
8
10
12
Series1Series2
QUESTIONNAIRE CONTD….Q2.Are you Brand
loyal? (Do you buy NUMERO UNO always?)
i) Yes........... ii) No............ iii) Not always...........
1 2 30
1
2
3
4
5
6
7
8
Series1Series2
CONTD….. Q3. When do you
come to the Store what do you prefer the most?
i)Brand name........... ii)Style........ iii)Quality..... iv)Pricing..........
1 2 3 40
1
2
3
4
5
6
7
8
9
Series1Series2
CONTD…Q4.When do you
come to the Store what do you prefer the most? What factor(s) influences your choice?
i)Price....ii)style and variety......iii)Quality........iv)Comfort........
1 2 3 40
1
2
3
4
5
6
7
8
9
Series1Series2
CONTD….Q5..What do you
think about the Merchandise at the at the Store?
i)Excellent......... ii) Good............ Iii) Average........ iv) Poor............
1 2 3 40
1
2
3
4
5
6
7
8
9
Series1Series2
CONTD……Q6.What do you
think Service offered at the Store of NUMERO UNO?
i)Excellent........ ii) Good............ iii) Average.......iv) Poor................
1 2 3 40
1
2
3
4
5
6
7
8
9
Series1Series2
CONTD…..Q7.What do you
think about the VISUAL MERCHANDISING of the Store?
i)Excellent.ii) Good. iii) Average iv) Poor
1 2 3 40
2
4
6
8
10
12
14
Series1Series2
CONTD…Q8.Are you satisfied
with the product Range of the Brand?
i)Yes........... ii)No..............
1 20
2
4
6
8
10
12
14
Series1Series2
CONTD…Q9.What do you think
of the Brand NUMERO UNO as compared to other Brands?( Rank according to your preference)
i)Numero Uno. ii)Pepe.iii)Spykariv)Levis
1 2 3 40
1
2
3
4
5
6
7
8
Series1Series2
CONCLUSIONHeavy Denims.Less assortments in ladies section.Tunic and capriesShorts.Value for there moneySame quality with cheaper price.Premium products
FACTORY OUTLET
An outlet is a retail store where manufacturers sell their dead stocks or outdated stocks through their own Branded Store.
invention of the retail outlet store is often credited to Harold Alfond, founder of the Dexter Shoe Company
FACTORY OUTLETOutlet malls first appeared in the
United States.Sites of factory outlet are generally
“out-of-town”Which minimizes overhead costs.Recently, most of these kind outlets
are published online
Numero Uno, Factory outlet
There are several factory outlets of NU.
Outlet which I have been through was in Atul kataria chowk Gurgaon.
Walk-ins :-local residentsResponse:-Satisfactory
Merchandise at outletApprox six month old.All types of fits (outdated also)Merchandise range is less for
females.
Discount offered at the outlet
Men'sDenims:-
25%to4o%Shirts:-
30%to50%T-Shirts:-
30%to50%
Women'sDenims:-
25%to4o%Shirts:-
30%to50%T-Shirts:-
30%to50%
There is fixed rates in fresh stocks
FACTORY OUTLET QUESTIONAIRE
Q1.How often do you go for a shopping?
i)Twice in a monthii) Once in a
monthiii) Once in two
months1 2 3
0
2
4
6
8
10
12
14
Series1Series2
CONTD…Q2..Are you Brand
loyal? (Do you buy NUMERO UNO always?)
i) Yes........... ii) No............ iii) Not
always...........1 2 3
0
1
2
3
4
5
6
7
8
Series1Series2
CONTD…Q3. When do you
come to the factory outlet what do you prefer the most? What factor(s) influences your choice?
i)Pricei)style and variety.iii)Qualityiv)Comfort 1 2 3 4
0
1
2
3
4
5
6
7
8
9
10
Series1Series2
CONTD…Q4.Are you
satisfied by the price at factory outlet?
i)Yes......... ii)No........
1 2 3 40
2
4
6
8
10
12
14
16
Series1Series2
CONTD…Q5.If the sales would
have been offered at the Flagship store, Factory outlet, Venue Sale. What would be your preference order?
1 2 30
1
2
3
4
5
6
7
8
9
10
Series1Series2
CONTD…Q6.What do you
think about the Merchandise at the at the factory outlet?
I)Excellent............ ii) Good............ iii) Average......... iv) Poor................ 1 2 3
0
1
2
3
4
5
6
7
8
9
10
Series1Series2
CONTD…Q7.How do you
perceive Factory outlet of Numero Uno with comparison to Flagship Stores?
i)Excellent…..ii)Good............ iii) equally
good...............iv) Average................
1 2 3 40
2
4
6
8
10
12
Series1Series2
CONTD…• Age group:–18-25–26-30–31-35–35 and above
1 2 3 40
2
4
6
8
10
12
14
Series1Series2
VENUE SALE AAGA KHAN HALL
Sale started from 25th of June to 12th of July
Offerings at sale venue were attractive.
Buy three get one free.(T-Shirts)Rs300/- off on Denims of both ladies
and gents.50% off on shirts of both ladies and
gents.
SALE….Very next day 2
more offers were introduced
Created confusionNext day offer was
stopped bcoz offer was for store only.
Previous offered was continued.
SALE QUESTIONNAIREQ1.When do you
come to the Sale what do you prefer the most? What factor(s) influences your choice?
i)Price.ii)style and variety.iii)Quality.iv)Comfort. 1 2 3 4
0
1
2
3
4
5
6
7
8
Series1Series2
CONTD…• Q2.D you buy the
products of NUMERO UNO only from the Sale or you go to the Stores also.
• i)Yes• ii)No (only in
Sale) 1 20
2
4
6
8
10
12
Series1Series2
CONTD…Q3.What do you
think about the Merchandise offered at the Sale?
i)Excellent.ii) Good.iii) Average. iv) Poor. 1 2 3 4
0
2
4
6
8
10
12
Series1Series2
CONTD….Q4.How would you
compare the sale offering of NUMERO UNO as compared to the sale of others Brand?
Excellent.ii) Good.iii) equally good. iv) Average.
1 2 30
1
2
3
4
5
6
7
8
9
10
Series1Series2
CONTD…Q5.Do you think
its value for your money after the purchase?
i)Yes. ii)No.
1 20
2
4
6
8
10
12
14
16
18
20
Series1Series2
CONTD…• Q7.If sale is
being offered at Flagship Store also where would you go and why?
• i)Flagship Store. ii)Sale.
• iii)Both. 1 2 30
1
2
3
4
5
6
7
8
9
Series1Series2
CONTD…Age group:
18-2526-3031-35Above 35
1 2 3 40
2
4
6
8
10
12
Series1Series2Series3
CONTD…• Approximate
monthly income:–25,000 <–25001-50,000–51,000-75,000
-Not earning1 2 3 4
0
1
2
3
4
5
6
7
8
9
Series1Series2
CONCLUSIONConsumers perception for the Brand.Consumers wants some more
product range.Needs more marketing activities and
promotional strategy.Brand should come up with more VM
activities.Should come up with some premium
collection.
THANKS
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