baby shop concept report
TRANSCRIPT
A
Project Study Report
On
Training Undertaken at
“Life style”
Titled
“Market survey of lifestyle store in Baby Shop Concept.”
Submitted in partial fulfillment for the
Award of degree of
Master of Business Administration
Submitted By: -
Anurag singh
MBA Part _3rd
Submitted To:-
Jodhpur Institute of Management
(A Constituent of Jodhpur National University, Jodhpur)
2008-2010
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Acknowledgement
I express my sincere thanks to my project guide, Mr. S. K. SINGH
(Designation) H.R. Manager , at Gurgoan ., for guiding me right from the inception
till the successful completion of the project. I sincerely acknowledge him/her/them for
extending their valuable guidance, support for literature, critical reviews of project and
the report and above all the moral support he/she/they had provided to me with all
stages of this project.
I would also like to thank to the staffs of the organisation , for their help and cooperation
throughout our project.
I express my gratitude to Jodhpur Institute of Management for providing me with this
opportunity and constant guidance.
Anurag singh
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Executive Summary
In today’s highly competitive scenario the stores want to attract a large number of
consumers and provide them with quality product and comfort. They intend to leave a
long lasting impact on the mind of the consumers. This leads to brand loyalty of the
consumer towards the store, which leads to customer repetition and generation of sales.
With the influx of large format department store the shoppers are getting more and more
discerning as what to buy and where to buy to get an ideal bargain in form of product
quality, variety and price. With apparel forming a major chunk of spending, apart from
food and beverages there has been a lot of focus by the department stores on their
apparel category.
The stores intend to provide the consumers with all the leading brands along with
substantial variety within each brand, specially keeping in mind the tough competition
from EBO’s and MBO’s
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Contents
S.no Particulars Page no
1 Introduction 5
2 Company profile 8
3 Departments of baby shop 15
4 Research methodology 16
5 Objective 19
6 Limitations 20
7 Findings 21
8 Analysis and Interpretation 24
9 Graphical Representation 25
10 SWOT analysis 39
11 Respondent don’t like in a store 46
12 Key observation 47
13 Conclusion 48
14 Recommendation for Baby shop 49
15 Refrences 54
16 Bibliography 55
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INTRODUCTION
The Retailing in India is largest industry account for 10 percent of country’s GDP and
around 8 percent of employment . Retail industry in India is at the crossroad .It has
emerged as one of the most dynamic and fast paced industries with several players
entering in the market. Retailing in India is gradually inching its way towards becoming
the next boom industry. The whole concept of shopping has changed in terms of
sprawling shopping centers, multistoried malls, hypermarkets and huge complexes of
shopping offering shopping, entertainment and food under one roof. The one
stopshopping concept has emerged as the idea behind shopping in malls. The mall
concept is new in India and it is gradually going popular in a fast pace.
A most evident change is the numerous new entertainment options the retail revolution
has thrown open .The families plan a full day excursion at malls on weekends. The
students seen passing away hour’s together hanging out in malls and mothers and kids
flocking to the food courts and playing centers .What’s interesting to observe here is that
these places democratized the retail experience attracting a cross section of population
from the elite to the masses ,who vary from age any where between 13 to 60 years .
The malls out here also offers international class ambience and which offer’s wide
variety of entertainment option’s which include multiplexes ,food joints , branded
departmental stores like Lifestyle , Shopper’s Stop , Pantaloons and many more which
makes shopping an enjoyable experience. The shopping now is more of a leisure and
recreational activity than earlier as a need based or list based activity.
In Gurgaon, there are good number of shopping malls at one place with famous retail
stores and multiplexes out there .These malls have right tenant mix , adequate parking
space and proper retail space too .This attracts shopper’s from various part of Delhi and
NCR(National capital region) to visit here especially in weekends .
The on going boom in mall activity gave opportunity to various business groups foresee
prospects on investing in this sector due to greater accessibility to real estate and
easy
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availability of finance from banks and other institution’s. There are numbers of new
malls coming up in Delhi and National capital regions which has posed a threat to the
existing malls in Gurgaon.. As Gurgaon is famous for these shopping malls and it
attracts Delhites especially to shop here.
The impact of upcoming malls in Delhi and nearby on the existing malls and its popular
stores is a matter of serious concern for these retailers. They have to take initiative to
retain their market share and to make strategies to outshine their competitors.
To understand the entire problem, the marketing research will definitely help us to study
customer’s preference, perception and the market potential of these Gurgaon malls.
This will bring out the strengths and weaknesses of these malls along with the
opportunities and threats ahead of them. The Retail in India is looking promising and the
Shopping malls will definitely do well in the near future.
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DEFINING THE MARKETING PROBLEM:
The growing number of Shopping Malls in Delhi and NCR(National capital region) and
its impact on the existing malls of Gurgaon .The rise in competition in Retail sector and
the strategies to be taken by the Retail players to retain their existing market share and
capture the Market.
OBJECTIVE OF THE RESEARCH:
To Study the Impact of Upcoming Shopping Malls in Delhi and NCR(National capital
region)On the Existing Shopping Malls in Gurgaon.
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COMPANY PROFILE
Lifestyle International (P)Ltd. is a chain of departmental stores from the Landmark
Groups . The stores are at present in al the leading cities of our country. Lifestyle stores
is known for its attractive décor, availability of standard brands,quality service,
Luxurious ambience, enticing experience and the hautest collections. Lifestyle is a one-
stop destination for people with a spiced-up lifestyle. Launched in 1999 in chennai,
Lifestyle is one of India's largest professional retailers boasting over 250,000 sq. ft. of
shopping space across Chennai, Hydeberabad, Bangalore, Gurgoan and Mumbai.
Lifestyle appeals to the youthful, vibrant and discerning shoppers of India and has
stylish yet affordable merchandise for the entire family and their home. With international
displays and a shopper-friendly layout, coupled with the widest choice and the best
value for money, Lifestyle today is one of the most preferred shopping destinations in
India. Lifestyle India won The Business World Award for 'The most respected company
in the Indian retail sector'. It also won The Images Award for the 'Most Admired Large
Format Retail Company' in India .
The foundation of Landmark Group is built on the philosophy that the
'Customer comes first'. This has meant that we have developed and
live by certain core values as an organization - Carefully listen.
Constantly adapt. Always deliver.
On these 3 pillars The Landmark Group continues to grow
successfully. Venturing into new markets. Capturing greater market
share.
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Lifestyle’s Group has nine key Philosophies on
which the company is committed:
1. Complete Customer Satisfaction
2. To aspire to be the No. 1 in each field of Operations
3. International Standards
4. Research & Development
5. Manpower Development and Training
6. Total Quality Approach
7. Cost Control
8. Speed & Simplicity
9. Transparency
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The Landmark group, Dubai, incorporated lifestyle Stores- Lifestyle International (P) Ltd
in India in 1998. The company opened its first Lifestyle store in Chennai in 1999.
The Landmark Group has expanded exponentially today with more than 170 Landmark
Stores in the Gulf, Middle East and Cyprus.
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The five concepts of Landmark Stores are:
BABY SHOP
The Baby Shop houses a complete range of products for children from 0-12 years. This
includes children’s clothing, toiletries, nursery furniture, toys, stationary, baby’s shoes &
socks. The Baby Shop stocks leading national and international brands along with its in-
house brands.
SPLASH
Splash is a branded fashion garment chain catering to both, the formal & casual needs
of the young & trendy. Splash houses a wide collection of ethnic & western wear for
men, women, & children for all occasions. Splash retails several well known brands like
Lee Cooper, Levi’s, Arrow, etc and also its in-house brands like Nexus, Retro etc.
SHOE MART
Shoe Mart has consolidated its position as the largest footwear retailer in the Gulf. The
store offers a wide range of shoes including established brands like Nike, Reebok, and
Lee Cooper etc. At every Shoe Mart, in order to compliment the display of footwear are
accessories like handbags, belts and luggage.
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HOME CENTRE
Home Centre is the chain of house ware & furniture stores. It stocks furniture,
accessories, utility & decorative items, crockery, cutlery, fitting & furnishing in a wide
range of colors, styles & designs to suit varied customers. Besides stocking choices of
accessories & decorative items from around the world, the Home Centre also retails its
in-house brand of household linen; ‘Home Classics’.
LIFESTYLE
Lifestyle offers a range of health, beauty, perfume & cosmetic products, as well as a
selection of jewellery. Also housed are gifts for adults & teenagers, and accessories like
watches and sunglasses. At many stores, it also houses a selection of aromatherapy,
colors therapy, bath salts, crystals, & oils sourced from around the world
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Departments in Baby Shop concept
1. Clothing
2. Infant Basic
3. Nursery
4. Toys
5. School and Stationeries
6. Accessories
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Research Methodology
Primary information
Company Personnel – CSR, Assistance Concept manager, Concept manager and
Business manager.
Visiting 15 retail Stores near Noida & South & East Delhi
Secondary Information
Website
Basic marketing - by Kotler
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A. RESEARCH : EXPLORATORY
Desk Research:
The aim is to do a complete market survey of the areas in and around Noida and
research upon prospective primary and secondary customers, possible catchment's
areas, consumer need requirements and position of Lifestyle vis-à-vis competitors. The
Sources of secondary data included various magazines, journals, newspapers and
Internet web sites.
B. DESCRIPTIVE RESEARCH:
Competitors Scan through observation technique to observe the layout, retail space
allocated to brands, themes, promotions, customer loyalty programs etc. Consumer
survey through structured and non-disguised questionnaire.
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Data collection tools
For Primary research
Discussion guidelines
Questionnaire
For secondary research
Internet search engines were used and in total 220 respondents were interviewed. A
complete structured questionnaire was used to receive customer feedback as a part of
exploratory research.
Excel software Microsoft Office has been used for the analysis of the questionnaire.
Stores covered
In Gurgaon- Shoppers Stop, Pantaloon
In South Ex and Lajpat Nagar -Shoppers Stop, Pantaloon, Westside, and Ebony
In Noida -Shipra mall, Shoppers Stop, Pantaloon , Ebony.
In East Delhi- EDM , Pacific.
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Objective
To do a complete market survey of the areas in and around NOIDA for the
Upcoming Lifestyle Store in Unitech’s The Great India Place Mall at Sector 18, for Baby
Shop Concept.
Sub- ObjectivesSub- Objectives
Profiling of the primary and secondary consumers who will visit our store in
Noida.
Possible catchments areas.
Consumer’s needs/ requirements- any major peculiarities?
Idea product mix down to the departmental level in the concept.
SWOT of our location vis-à-vis competitive locations.
SWOT of our concepts vis-à-vis competition.
Profiling of the current competition as it exist in NOIDA.
Any must have/ must not have in the NOIDA store, with reasons?
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Limitations of the Project
The study is limited by money and manpower and due to time constraints. The
views/opinions stated by different people surveyed seemed to be contradictory at few
instances. Although a complete precaution has been taken in getting the correct views
of consumers, but there still might be small element of error present.
Non Probability Judgmental Sampling, which has been used in the research, has its own
sets of limitations, though an effort was made to be as rational as possible while
pursuing this research. The sample size chosen for customer survey (220
questionnaires of men and women) is small to represent the entire population of Delhi
and NCR.
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6) For almost 62 Percent of the Shopper’s Gurgaon malls is Too Far and it is definitely a
problem that affects their frequency. Most of the respondents gave their preference of
Shopping in neighborhood malls. For most of them traffic jam, traveling time and
Traveling cost is an issue. It has been found that for Gurgaon malls Parking is not an
Issue as only 10.5 Percent said Parking is an issue for them.
7) The Customer loyalty card holders number was not satisfactory. As almost 61
Percent were not having that in given particular stores .The number stands out to yes
were 72 , which stands out to 39 Percent .The Shopper’s Stop stands to have maximum
accounting for a share of 55 Percent. Lifestyle stands with 26 Percent and other 19
Percent were of Pantaloons. Some of the respondents were loyalty members in some
other stores. The Shopper’s Stop is getting the benefit of its presence in both Gurgaon
and Delhi.
8) The number of Shopper’s coming to Gurgaon malls gave an interesting result. The
respondents who were asked in Gurgaon malls were from different regions. The major
share of 39 Percent were South Delhi residents and following it were Gurgaon residents.
There were Shopper’s from some parts of Haryana .The Presence of East Delhi, North
Delhi, Gaziabad and Noide people was too low. The response of West Delhi people
towards preference for Gurgaon malls was Good, but I didn’t find much of them during
survey.
9) The respondents in other malls including Centerstage Noida were residents of East
Delhi ,South Delhi and Noida itself. The Centerstage has a huge retail space and there
is a Five Star Hotel near too it. The Ansal’s Plaza in Delhi is attracting a huge crowd
during weekends, as it is South Delhi, it is getting the benefit of its location accessibility.
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The rise in number of corporate offices in Gurgaon and growing interest of People to
avail housing in National Capital region will definitely make Gurgaon Grow in near
future.
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ANALYSIS AND INTERPRETATION
The data’s collected through survey from two sets of Questionnaire’s .The sample size
covered was 200. The first set of 100 Questionnaire was asked to Shopper’s in Delhi
and nearby regions. The second sets of Questionnaire were asked to Shopper’s in
Gurgaon malls.
The data’s were analyzed through tabulating the numbers and drawing out the
percentage of responses. The data has been shown here with the help of bar graphs
and pie charts for easy comprehension of figures.
The percentage is drawn excluding the number of respondents who have not visited
Gurgaon in some parts of analysis (total sample 183/200)
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GRAPHICAL REPRESENTATION
Profile of the Respondents
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Age
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Occupations
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Monthly Household Incomes
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Frequency of Purchases
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Choice of Stores
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Reasons for Purchases
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Preferred Price Ranges
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Importance of Attributes
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Boy’s Tops
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Boy’s Bottoms
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Girls Tops
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Girls Bottoms
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Preferred Value Additions
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SWOT ANALYSIS
Strengths
Customers are highly satisfied with the clothing section in Baby Shop.
All the stores of the Lifestyle are centrally located.
The store has everything under one roof.
The store has experience of almost 30 years.
Strong backing of landmark group.
Having a good International market exposure.
In house labels-Juniors: Have an exclusive in store label.
Large number of brands: The Baby Shop has a large number of brands catering
to all the kids’ categories.
High quality standards: The Baby shop offers quality merchandise in its store,
which is appreciated by the customers as well.
High brand equity-Customers see it as ‘LIFESTYLE’.
Growing awareness of the store International Appeal.
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Analysis:
Well slated to exploit the opportunities through experience of the Landmark groups.
Satisfaction with the most important section (clothing) would help in retaining and
attracting customers. Further, Baby Shop can exploit the fact that competition from large
store is not strong in maternity products, nursery furniture and infantile rise.
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WeaknessesWeaknesses
Perceived to be expensive in clothing and non-clothing items.
Some customers perceived that there are lacks of varieties in some of the
department.
Very less varieties are there for the age bracket14-16 years
Lack of daily wear expensive clothing: The starting range in t- shirts in the Baby
Shop is higher as compared to the competing stores like Shoppers "Stop and
Westside.
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Analysis:
Lack of differentiation and customer dissatisfaction may result in revenue deflection to
the competition. Thus, some opportunities may remain unattended. This is more
important for Baby Shop, since as the kids grow their requirements keep changing and
hence life-time of each association is very high.
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Opportunities
Growing population can be seen as a good opportunity for upcoming markets.
Increasing incomes make the middle class people to shop more as the price suits
them..
Competition has left a gap in maternity products, nursery furniture.
Growing Market for Kids branded Apparel: Rs. 500 Crore market , growing at the
rate of 15% annually.
Increasing demand for kids items due to growing awareness amongst the parents
and kids.
Increase in market share by
Adding more variety at a lower price in kid’s Apparel
Having a more attractive marketing program
By making customers aware of its offering
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Threats
Competition from Shopper’s Stop etc thus lifestyle should continuously keep
formulating new strategies to fight the competition.
Competition from local market, thus lifestyle should try to get the customers who
still prefer to shop at local market.
Perception of being over-priced of the clothing and non clothing items
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Analysis
Threats from competitors like Shopper's Stop are countered by the backing of
Landmark group. Threats from local market, however, are more due to reasons of
pricing and varieties. Improved supply chain efficiency in terms of cost and inventory
control would be required.
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Some Features, which respondents don’t like in a Store
Congestion at billing counters.
Lack of parking space.
Right now only English jingles are played Hindi songs should also be played.
There is less space between Gondolas; a little more space is required.
Staff follows the customer everywhere the customer goes, and the store looks
overcrowded with the staff.
No space for kid’s in the store where they can play when the parents/relatives are
busy with kid’s shopping.
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Key Observations
Cotton in fabric is preferred choice of most of the customers. Most respondents
purchase due to child outgrows, followed by during sales and promotions and during
festival and so on. Product fabric and product variety are the key motivators for
purchase.
The parent approximately spends 1000-2000 on a single trip of shopping. Most
respondent’s purchase as per variety, proximity to home, followed by exclusive
merchandise.
Window display is not a major factor for most respondents as far as store selection is
concern.
Majority of the respondent buy kids wear at every three months, Once in fortnight,
followed by Once in month.
In Boy’s tops, the most preferred pattern is crew neck in T-Shirt followed by shirts, v-
neck then polo neck
In Boy’s bottoms, the most preferred bottoms are jeans, shorts, trousers and Bermudas.
In Girl’s tops, the most preferred pattern in T-shirts is again shirts and v-neck then follow
crew neck.
Among various cartoons, the most favorite ones is Power Puff Girls (PPG) and
Pokemon.
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Conclusion
On basis of findings and competitor scan, certain recommendations were made to
enhance the performance was of Baby shop department. They are as follows.
Customers are assets, they need to any how encourage for shopping and stick towards
our store, for that there is a need to frame customer loyalty programmed.
There should be some focal point, which helps in attracting customers for entering in the
Baby shop concept.
There should be some good display on mannequins near staircases
West Bengal is having a good hub for investment, so company needs to plane to open
store in that area.
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Recommendations for Baby shop
Boy’s outerwear
National Brands (except Ruff) are absent only in-house brands are available on a
regular basis, thus more national brands should be kept in the store.
Keep variety in accessories like belts as it is an impulsive item and helps in
increase sales.
There is a difference between type of size labels used in in-house and national
brands thus creating unnecessary confusion for the customer who is shopping for
the first time.
Space for focal points should be increased as they catch the attention of the
customer and make them explore more in the store.
Separate space for accessories should be provided as these are the impulsive
items which should be focused properly as it enhances the sales.
At least one international brand like Reebok, Adidas should be present in the
store.
Size bigger than 14 yrs kid in in-house brand on regular basis is needed (30% of
the customers demand this )
Stocks should be always in balance (like shirts have’ 0 ‘categories)
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Girl’s Outerwear
Party frocks having a age group 4-14 yrs should have a price range of Rs600/- or
more.
Basic T-shirt / plain T- shirt having the price Rs.200/- above are demanded the
most.
Basic trouser or jeans should have the price range of Rs.500/- or more.
Night suit in good stuffs (need woven as hosiery look) like basic T-shirt is needed.
Need more fancy tops.
Sporty dress need more options.
Need more Barbie, power puff girls, lilliputs.
Cycling shorts needed.
Should be varieties in the colors of vests .
Age bracket should be more (4-8yrs, 8-12 yrs, 12-14 yrs)
Improve the brand of accessories.
Mannequins need more accessories.
Demand of party wear is enormous, so advisable to keep.
Quality of stand should be improved.
Woven cotton night suit is needed
Signage should be according to theme and stuffs as well.
Some mannequins with complete set display should be there like HOME
CENTRE has.
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Infant Wear
More stock in trouser for boys is needed.
More stock in sleeveless T-shirt for boys is needed.
Girls full trousers needed in denim and non-denim (right now only cotton fabric is
available).
Required more space for both boys and girls.
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Infant Basic
Need the most famous brands like Tolly joy, Camera etc in infant accessories.
Bibs should be of cloth, plastic as well as both is needed.
Food container should be in different quality.
Plastic mats should be in different sizes like single bed and double bed both.
Max number of crockery should be Microwave safe and unbreakable.
In toiletries every brand should have all categories so the customer can compare
like Johnson & Johnson is not having nappy rash cream, liquid soap, baby sun
cream.
Mother care is not having nappy rash, ear buds, gift box etc.
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Toys
Junior needs same box height as maintain by Fisher Price.
Lower shelf should be more visible.
Product which is placed at the top of the shelf should not block back light.
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References
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India's Best Cities For Business, 2001, Business Today, Dec 23, 2001
Krishnan S., Creating awareness will expand the market, Hindu Business Line,
July 07, 2002
Menon S., Indian Retail's New Face, Retailbiz, Apr 7, 2004
Modi Revlon to Launch Street Wear, www.domain-b.com, Dec 19, 2002
Porter M., Competitive Strategy, The Free Press, New York, 1980
Porter M., What is Strategy?, Harvard Business Review, 1996
Prahalad C. K. and Hamel G.., The Core Competence of the Corporation,
Harvard Business Review, 1990
Re-tale of Twin Cities, The Economic Times, Aug 8, 2001
Sen T., Adolescent aspirations, IMAGES Retail, Aug 2003
Stalk G., Evans P., and Shulman L., Competing on Capabilities, Harvard
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Walters D. and Hanrahan J., Retail Strategy, MacMillan, 2000
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BIBLIOGRAPHY
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www.google.com
www.en.wikipedia.com
www.yahoo.com
www.lifestyleinternational.com
company Brocher
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