today lifestyle

8/2/2019 Today Lifestyle

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Introduction

Lifestyle International (P) Ltd, part of the prestigious Dubai based Landmark Group,

started its operations in India with the launch of the first Lifestyle store in Chennai in1999. In little over a decades time, Lifestyle has established itself amongst the

leading retail companies in India. Positioned as a youthful, stylish and a vibrant

brand, Lifestyle offers its customers not just the ease of shopping but also an

enjoyable shopping experience. Each Lifestyle store brings together five concepts

under one roof Apparel, Footwear, Childrens Wear & Toys, Furniture & Home

Furnishings, Personal Grooming - offering a convenience of a one-stop shop and a

wide choice of national & international brands.

Home Centre by Lifestyle is a one stop destination for Furniture, Home Dcor and

Soft Furnishings that truly represent style, comfort and individuality. Home Centre

uses a unique Concept Room display model to give customers a practical idea of

how each piece of furniture would look in a particular room.

In keeping with the Groups tradition of making every shopping experience rewarding

and memorable, The Inner Circle Landmark Groups Loyalty program allows

members, to enjoy exclusive benefits and privileges such as reward points and

exciting offers. The Inner Circle is today recognized amongst the leading Loyalty

Program in the country with an ever increasing base of customers. The card is

accepted across all Landmark Group Stores in India including Lifestyle, Home Centre

by Lifestyle, Max Fashion, Splash, Bossini, SPAR Hypermarket, Polynation Food

Court, Gloria Jeans Coffees & The Yellow Chilli chain of restaurants.

Lifestyle and Home Centre offer a truly international shopping experience, a fact

borne by numerous accolades:

Most Admired Large Format Fashion RetailerImages Fashion Awards 2011

Most Admired Retailer of the Year - Home & Interiors Category for Home

Centre by Lifestyle from Images Retail for two consecutive years, 2009 &

2010


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Most Respected Company in the Retail Sector by Business World IMRB

in 2003 and 2004.

ICICI KSA Technopak Award for Retail Excellence in 2005

Lycra Images Fashion Awards for the Most Admired Large Format Retailer

of the Year in 2006.

Reid and Taylor Retailer of the Year award for the year 2006

Most Admired Retailer of the YearDepartment Store from Images Retail in

2008


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Category: Women & Men Bags

Step 1: Category: Accessories, Sub Category: Men & Women & Kids

Sub-Category Merchandise Brands

Men Bags Briefcase, Fossil

Newsboy bag Hidesign

Holdall,

Messenger Bag,

Camera Bag,

Tote

Women Bags Clutch bags Ginger

Handbags Rossele

Sling Bags Hidesign

Travel kits Baggit

Vanity Kits Paprika

Wallets Fossil

Kids Bags Carrier Bags Barbie

Party wear Bags Rossele


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Step 2: Defining the Category Role:

Convenience Category: The Bags section can be termed as a convenience category

as it helps Lifestyle to reinforce the target customers image of Lifestyle as a place for

one-stop shopping. The customers find it convenient to shop for bags at lifestyle as it

is more convenient to purchase bags as it is one stop for Men, Women and kids bags.

Besides, it houses various brands ranging from high end to value priced bags &

wallets.

Step 3: Category Assessment:

1. Sleepers-High Market Share & Low Market Growth:

Brands: Hidesign

Strategy:

- Allotted a smaller but distinctive space to Hidesign. Although the brand is

well known it moves slowly as compared to the cheaper leather bags offered

by Rossele.

- Therefore they stock a lesser percentage of Hidesign products and all of it is

kept on display.

Sleepers

"Hidesign"

Winners

"Baggit &Code"

Questinable

"Fossil &Paprika"

Opportunities

"Rossele &Ginger & Code"


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- -If the customer requests for a specific item, then the same is ordered and

made available in a few working days.

2. Winners:-High Market Share & High Market Growth

Brands: Baggit

Strategy: - Baggit bags and wallets are preferred by the customers as it provides

quality products at competitive prices along with a good brand name. Therefore ample

shelf space : 2+1 was provided exclusively for Baggit bags & Wallets.

-They stock ample products and avoid a situation of being out-of-stock as it would

result in loss of sales.

3. Questionable: Low Market Share & Low Market Growth

Brands: Fossil, Paprika

Strategy:

- Fossil and Paprika have relatively low market share and showed low rate of growth.

They have been allotted single shelves. The reason being that as they do not have any

distinctive feature and hence get lost in the other brands.

- Lifestyle therefore offers only limited number of styles in this category.

4. Opportunities: Low Market Share & High Market Growth

Brands: Rossele, Ginger & Code

Strategy:

-These brands occupy maximum shelf space. These brands are economically prices

and over a variety of products, hence most prefferd by customers.

-Ginger & Code also occupies a separate shelf space for itself and has products

keeping in mind the trends of the season and creates more impulse purchases.


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Category Assesment:

From the point of view need of customers

-Regular Use

-Office Use

-Travel Purpose

-Party Purpose

From the point of view of the Market:

- The bags offered for sale are decided based on foremost the customers needs.For Ex Most of the customers prefer to buy Office Leather Bags from

Lifestyle which is why they house a large proportion of Office bags for both

categories: Men & Women

Step 4: Category Performance Measures:

Sales: The sales from last year has increased by 5-10%

Step 5: Category Strategies

Excitement Creating The display of clutch bags on a step table quickly grabs

attension of the passers by. All around this table are the display of other bags. Also

the bag counter is located at a strategic place. It is just before the ladies section and on

the right to the entrance, therefore anybody entering the ladies section would

definitely notice this area

Image Enhancing: The variety of bags offered and the assortment mix : For Men,

Women & kids, makes a one stop shop [lace for all. Moreover the customers find it

convenient to shop more all their needs under one roof. Therefore Bags sort of

provide supplementary sales.


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Category Tactics:

There was a signage on top of the Category Area labeled: Women Bags

Clutch Bags: The clutch bags are displayed in a tier table. This way the clutch bags

were very visible and created an attraction point as they were neatly displayed on the

tier table right in the front of the assigned area for Women Baggage. Check no of

displayed: and length of the table

Handbags: As you enter the rectangular area, one can see the bags racked on shelves

against the wall on all three sides. The middle area is interspersed with two-sided

Gondola shelving units.

On the left wall-the first shelf is of Code bags . This was a collection of colourful

flower printed bags. Only one Shelf unit was provided to it. The next 3 units had

leather bags from Roselle. The collection was assorted according to colour, first shelf

occupied by shades of brown and the following shelf had a combination of black and

white.

The middle wall (the longest wall) had 2 racks of bags by Ginger. Following which

were 2 racks dedicated to Baggit Bags and another 3 racks by Paprika Bags. On theright wall-There was 2 racks of bags dedicated to kids bags. Following which there

was a rack of bags by Fossil . Next to which came Hidesign which clearly occupied

the largest space in the Women Bags ssection. The racks were wooden and had an

exclusive glass display for women & men Wallets. There were wooden shelves for

leather bags for both Women & Men.

Smaller Bags & Wallets: The centre area had two faced Gondolas carrying smaller

merchandise, i.e wallets and smaller bags and travel kits & vanity kits.

Space Allocation: Clearly the Largest space was allocated to mid-priced handbags by

releatively lesser known brands such as Rochelle & Paprika. The leather quality of

these bags being less. The known brands such as Baggit, Code, Fossil had a clearly

defined shelf space with the brand name on them so that customers identify the

brands. Hidesign occupied the most significant and a clearly defined soace. The

merchandise setting of Hidesign products was different ( given to the wooden


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furniture used) from the rest of the area. It looked much richer and had an exclusive

shelf display.

Step 6: Category Review

Lifestyle managers ensure that they keep abrest of the new trends, analyse sales and

continuously provide bags & related products that appeal to its target customers.

Regular review of the productivity of the category is carried out.

Comaprison: Women Bags Section Vs Mens Bag Section

Women Bags section occupies a much wider space ans has a clearly defined area as

compared to Mens Bag Section.

Category: Mens & Women Formal Wear

Step 1: Category Definition

Classification Brands Sizes

Men Formal Shirts WILLS 38, 40, 42, 44, 46, 48

CODE 38, 40, 42, 44, 46

LOUIS PHILIPPE 38, 40, 42, 44, 46

PARK AVENUE 38, 40, 42, 44, 46

LP YOUNG 38, 40, 42, 44, 46

VAN HEUSEN 38, 40, 42, 44, 46

BLACK BERRY 38, 40, 42, 44, 46

TURTLE 38, 40, 42, 44


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ARROW 38, 40, 42, 44,

GIOVANNI 38, 40, 42, 44, 46,

THEME 38, 40, 42, 44

P & N 38, 40, 42, 44

Category Brands Sizes

Men Blazers & Suits BlackBerry 38, 40, 42, 44, 46

Van Heusen 38, 40, 42, 44, 46

Park Avenue 38, 40, 42, 44, 46

Classification Brands Sizes

Men Formal Trousers WILLS 28, 30, 32. 34, 36, 38,

40, 42

CODE 28, 30, 32. 34, 36, 38,

40

LOUIS PHILIPPE 28, 30, 32. 34, 36, 38,

40, 42

PARK AVENUE 28, 30, 32. 34, 36, 38,

40, 42

LP YOUNG 28, 30, 32. 34, 36, 38,40,

VAN HEUSEN 28, 30, 32. 34, 36, 38,

40, 42

BLACK BERRY 28, 30, 32. 34, 36, 38,

40, 42

TURTLE 28, 30, 32. 34, 36, 38,

40

ARROW 28, 30, 32. 34, 36, 38,


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40,

GIOVANNI 28, 30, 32. 34, 36, 38,

40, 42

THEME 28, 30, 32. 34, 36, 38,40

P & N 28, 30, 32. 34, 36, 38,

40

Classification Brand Size

Women Formal Shirts Van Heusen XS, S, M, L, XL, XXL

Allen Solly XS, S, M, L, XL, XXL

Code XS, S, M, L, XL

Women Blazers Van Heusen M , L

Allen Solly M, L

Women Formal

Trousers

Van Heusen 28, 30, 32, 34, 36, 38

Louis Phillipe 28, 30, 32, 34, 36, 38

Code 28, 30, 32, 34, 36

Category : Men Accessories

Classification Brand

Ties Zodiac

Satya Paul

Van Heusen

Louis Phillipe


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Handkerchiefs Van Heusen

Zodiac

Belts Bulchee

Hidesign

Leebuck

Leatherplus

P & N

Step 2: Defining Category Role:

Preferred Category

In terms of Formal Wear, Lifestyle is considered to be a preferred destination for

office-goers. It offers a wide variety of merchandise & therefore a wider choice for

the customers.


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Step 3: Category Assessment

Step 4: Category Performance Measures:

Mens Formal Wear: Sales of Men s Formal Wear is very high. Therefore a large

area is provided to this category. Lifestle customers prefer to shop at this one

destination and get all the brands under one roof. Moreove Men Formal Wear is

something that is bought on a regular basis.

Women Formal Wear: Women Formal wear occupies only of space as compared

to the Mens Formal Wear section. Earlier this section occupied a higher space but

after reviewing it they have reduced the brands and the space allocated to this section.

Moreover women in India prefer: Salwars and Sarees to be worn for office use and

therefore this affects the sales of this category.

Step 5: Category Strategies:

Traffic Building: Formal Wear Men Category attracts a lot of traffic to the store.

This is because it requires frequent purchases.

Sleepers

" WomenFormal Wear"

Winners

"Men Shirts &Trousers"

Questionables

"WomenBlazers &

Suits"

Oppotunities

"Men Blazers& Suits"


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Profit Generating: Women Formal Wear uses this strategy as there are niche

customers for this category who are loyal to the brands available in the store. They are

less influenced by price fluctuations.

Step 6: Category Tactics:

Space Allocation: The merchandise is displayed in about 1500 to 2000 sq feet .

Brands like Van Heusen , Arrow, Louis Phillipe occupy about 350 sq feet.

Shelf Display: Merchandise is arranged according to brands. There is a wall provided

for VM to brands & they use hangers for trousers & shirts. Trousers of size 34 occupy

maximum shelf space and Shirt Size 40 occupied maximum shelf space. Also layered

tables were used where shirts were neatly stacked. Walls had niches were the

merchandise was displayed in an attractive manner.

Step 7 : Category Review:

Managers of individual categories analyze the sales of the respective departments and

take decisions of display, inventory, style, brand, space allocation etc.

Comparison:

Men Vs Women Formal Wear: Then Men Formal Wear category definitely

provides more profit and is popular among the customers. A wide variety for the same

is available. On the other hand, Womens Formal Wear category, occupies a much

smaller space. This is because this is not the preferred category for Lifestyle.

Lifestyle Vs Shoppers Stop: The Women Formal Wear section offers much more as

compared to Lifestyle. Therefore Lifestyle needs to come up with a merchandise mix

to match what its competition has to offer. This could be done by developing private

label exclusively for Women Formal Wear as is done for Men; Formal Wear (P& N)


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CATEGORY : MENS ETHNIC WEAR

Step 1 -

Category Definition

The category does not see high volume of sales but the margins in this category are

high.This section occupies approx 200 sqft of space.

Step 2 -

Category Role

This category does not see high volume of sales but the margins in this category are

high.

This category fulfills occasional, exclusive requirements and the prices for this

category range from Rs 799Rs 5000.

Destination categoryOcassional/Seasonal Category.


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Step 3 -

Category Assessment

Market share

Sleepers

Kurta pyjamas

Winners

Short kurtas

Long kurtas

Questionable

Sherwanis

saafa

Opportunities

Jodhpuri suits

Market Growth

Manyawar , a premium brand at Lifestyle occupies a set shelf space that the brand has

purchased for itself.

Their hot sellers are Kurta pyjamas and the space allocation is comparatively higher

than other categories.

Sizes, L & XL have the highest stocks. M is comparatively lower and S is the least.

Melange, an exclusive store brand has high assortment has higher space allocation.

Most kurtas are hung on waterfalls with medium sizes displayed in the front and

successivelyL, XL, XXL & S. While the pyjamas are placed on the bottom shelves.


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Step 4

Performance Measures

Short & Long Kurtas have the highest growth share matrix and are promoted

extensively.

Step 5

Category Strategies

There is a clear propogation of store brands, vizMelange which has higher space

allocation.

Long kurtas are stocked to the maximum as their growth and demand is higher and

also compared to Sherwanis and Jodhpuri suits, they have lesser occasional use.

Large (L) size is stocked and displayed most, approx 3 Large pieces in each design

are displayed.

Step 6

Category review

This category does not contribute to a large proportion of the revenue generated from

the mens wear line.

The space allocated to it is lesser than the space allocated for womens ethnic wear.


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CATEGORY : WOMENS ETHNIC WEAR

Step 1Category Definition

CATEG

ORY

SUB -

CATEG

ORY

SEGMENTS

(BRANDS)

SUB -SEGMENTS SIZES

Womens Ethnic Biba

Neerus

Short

kurtis(cotton

XS

S


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This category occupies approx 300 sqft of space and is a high demand category.

Step 2

Category Role

This category sees high volume of sales and margins in this category are medium -

high.



It is considered as A Destination category

wear Leffet

Mlange

(store

exclusivebrand)

W

Maahi

Harra

Isvarah

Prafful

Span

and cotton

blends)

Long

kurtis(cotton

& cotton

blends)

Leggings

(cotton)

Salwar

kameez suits

(cotton,cotton

belnd &

synthetic)

Salwars

M

L

XL

XXL


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Step 3

Category Assessment

Sleepers

(None)

Winners

Leggings

Long kurtis

Suits

Questionable

Salwars

Opportunities

Short kurtis

Melange, W, Biba and Neerus have the highest shelf space allocation.

Melange is a store brand & has considerably lower prices, it occupies two different

spaces in the ethnic area. One space is for discounted merchandise and lower quality

fabrics that are placed on shelves in the centre and the other display is with the use of

waterfalls and other hangers for higher priced merchandise.

The other brands are given a fixed space to display their products of whichW, Biba,

and Neerus are given a higher space allocation.

The merchandise is displayed according to the brands & separate space is given for all

brands to place their low priced merchandise which is hot selling and everyday wear.


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Step 4


Leggings and Long kurtis have the highest growth share matrix and are promoted

extensively.

Step 5 -

Category Strategies

The strategies adopted by the womens ethnic wear line are

Placement of discounted merchandise in the centre on a tier table to attract

customer and sell more.

Merchandise is stocked brandwise.

Step 6

Category review

This is one of the most popular categories of Lifestyle, it is on the ground floor after

the Womens casual wear section. It contributes to a large share of the profits.


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CATEGORY : WOMENS CASUAL WEAR

CATEG

ORY

SUB -

CATEG

ORY

SEGMENTS

(BRANDS)

SUB -SEGMENTS SIZES


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Step 1 -

Category Definition

The category sees the highest volume of sales..

This section occupies approx 500 sqft of space.

Ginger & Fame forever are the 2 store brands in this category.

Step 2

Category Role

Womens

wear

Casual Forever

New

Bossini

109 F Remanika

Ginger

(exclusive

store

brand)

Benetton

AND Fame

Forever(e

xclusive

store

brand)

Levis

Tee shirts

Tops

Three-fourth

lowers Shorts

Skirts

Tops

Spaghetti tops

Full lowers

Tracks

Sweaters ,scarves, socks

Short Dresses

XS

S

M

L XL

XXL


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This category sees high volume of sales and margins in this category are medium.



Destination category

Step 3

Category Assessment

Sleepers

scarves

Winners

Tee shirts

Tops

Shorts

Skirts

Spaghetti tops

Tracks

Dresses

Three-fourth lowers

Full lowers


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Questionable

socks

Opportunities

Short dresses(seasonal)

Sweaters(seasonal)

Ginger(store brand) has the highest space allocation.

Fame forever, Remanika, 109 F and AND all have 3-4 shevles and display units

allocated to them.

Benetton, Bossini and Levis have a separate shop-in-shop space allocation.

Within each brand, every category is divided on the basis of its sub segments, viz,

tops, tee shirts ,socks etc

Sizes are placed from XS to XL in ascending order.

Every item is displayed on a waterfall in a medium size and its other size variants are

placed on a shelf.

Medium is the size placed most on shelves.

Step 4



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Tee shirts and tops have the highest shelf space.

Sweaters ,during season, are fast selling and their growth is rapidly moving.

Step 5 -

Category Strategies

The strategies adopted by the womens casual wear line are

Every item is displayed on a waterfall in a medium size and its other size

variants are placed on a shelf.

Medium is the size placed most on shelves.

Step 6

Category review

This is the most popular category at Lifestyle, it is on the ground floor.

Its volumes are very high and it generates highest turnover.


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PARTY WEAR


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DEFINING THE CATEGORY ROLE

Category : Apparel

Sub- Category : Mens wear

Segments : Party Wear

Sub-Segments : Jackets, Shirts, semi formal t-Shirts

Category : Apparel

SubCategory : Womens Wear

Segments : Party Wear

Sub- Segments : Blouses, Tops, Tunics, Shrugs, Jackets, Leggings , Dresses, Stoles

STEP IIDEFINING THE CATEGORY ROLE

OCCASIONAL/ SEASONAL CATEGORY are those that are purchased

infrequently or follow cynical patterns. It helps to re-inforce the target customers

image of the retailer with the aim of frequent, competitive value to the target

customer. Around 15- 20 % of Lifestyles categories are managed with this role.

This category is of medium importance to the target customer as it is occasionally

purchased. Lifestyle also gives this category medium importance as they stock a

LIFESTYLEParty Wear

Privatelabels

Code GingerClub

hoppersFame

Forever

Brands

Splash Remanika AND


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limited amount of Party wear. When it comes to Lifestyles competitors (shoppers

Stop, Pantaloons) this category is not given much importance as Party wear is an

occasional category.

STEP III CATEGORY ASSESSMENT- the current performance of the category is

evaluated with respect to turnover, profits and return on assets in this category.

Key factors which influence Consumer Assessment :

The consumers buy Party wear because it fulfils their need to dress well for

occasions . Occasion wear requires a person to dress in a more stylish and

special manner.

Consumers are influenced by the need to dress in a special and stylish manner.

Parties are a special occasions where people put in more effort to look their

best. A persons social cycle plays a key role in influencing what he or she

wears.

While selecting party wear, a consumer scans through the entire range. He/she

is very fussy about the colour, fit and style. As it a special occasion, the

consumer is fussy about buying party wear and party wear is also priced

higher so the consumer puts in a lot of effort into selecting party wear.

Key factors which influence the assessment of the market are :

Competitors of party wear (Shoppers Stop, Pantaloons) offer a similar

price range as Lifestyle

In terms of consumption and sales, this segment has low sales but at higher

prices per unit. Party wear is infrequently purchased.

Lifestyle under its private labels (code,Fame Forever, Remanika & AND)

stocks a low range of party wear.

STEP IVCATEGORY PERFORMANCE MEASURES


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This step involves setting measurable targets in terms of sales, Margins, GM Return

On Investment. These need to be established for measuring category performance.

The sales for Party wear when compared to the other departments is comparatively

lesser , hence the space allocated to party wear is minimum.

The assortment carried y Lifestyle for Party wear doesnt contain every size. The

replenishment for party wear is poor and only few sizes are available for merchandise

in this segment. The new products introduced for this segment is also lower compared

to the other segments.

STEP VCATEGORY STRATEGIES

It is the step in the category business planning process when strategies are developed

to deliver the category role and category performance targets. Strategies may relate to

marketing and product supply strategies. The strategies used here are :

1. Transaction strategy : these maybe subject to impulse purchase and increase

the average transaction in the basket or category

2. Cash generating Strategy : - uses parts of the category to generate cash flow,

has low inventory turnover.

3. Excitement Creating Strategy : frequent change in products and seasonal

products where a sense of urgency is created.

STEP VI - CATEGORY TACTICS

Work towards determining optimal category pricing, promotion, assortment and shelf

management which are necessary to achieve the agreed-on role, scorecard and

strategies.

Since the consumers needs are lesser in this segment, the variety in has low

penetration , the prices are high , assortments are not complete and all sizes are

unavailable.


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SPORTS WEAR

Category : Apparel

Sub- Category : Mens wear

Segments : Sports Wear

Sub-Segments : tee-shirts, track pants, sweatshirts, jackets, shorts, boxers.

STEP IIDEFINING THE CATEGORY ROLE

OCCASIONAL CATEGORYare those that are purchased infrequently or follow

cynical patterns. It helps to re-inforce the target customers image of the retailer with

the aim of frequent, competitive value to the target customer. Around 15- 20 % of this

category is stocked by Lifestyle.

This category is of medium importance to the target customer as it is occasionally

purchased. Lifestyle also gives this category medium importance as they stock a

limited amount of Sports wear. This category is not given much importance compared

to other mens wear categories. The area allotted to sports wear is only 800 1000

sqft in the entire mens department.

LIFESTYLE

SPORTS WEAR

Private Labels

Fame Forever

Nike

Adidas Puma Kappa U.s Polo Reebok Nike


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STEP III CATEGORY ASSESSMENT- the current performance of the category is

evaluated with respect to turnover, profits and return on assets in this category.

Key factors which influence Consumer Assessment :

the consumers buy Sports wear because it is a necessity for people who

indulge in a lot of sports and activities. It provides the perfect and comfortable

fit and ease for those playing a certain type of sport. Also some people buy

sports wear if theyre fans of a particular sport. E.g football jerseys.

Consumers are influenced by their need for this type of garment as it provides

ease, comfort and fit. Also they are influenced by the various seasons for

various sports e.g IPL for cricket.

While selecting sports wear a consumer looks for the apparel in relation to the

kind of sport he plays and need. Then he tried on the garment for size, fit,

comfort and other factors.

Key factors which influence the assessment of the market are :

Competitors offer lesser range of sports wear than lifestyle

In terms of consumption and sales, this segment has low sales but at high

prices per unit. Sports wear is purchased based on need, hence

infrequently.

Under private labels lifestyle has a small portion of sports wear but they

also have many shop in shops for various big sports wear brands such as

Adidas, Nike,Kappa, U.S Polo, Puma.

STEP IVCATEGORY PERFORMANCE MEASURES

This step involves setting measurable targets in terms of sales , Margins, GM Return

On Investment. These need to be established for measuring category performance.


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The sales for Sports wear when compared to the other departments such as formal &

Informal is comparatively lesser , hence the space allocated to Sports wear is

minimum.

The assortment carried by Lifestyle for Sports wear contains almost every size. The

replenishment for party wear is good and Size set S,M,L and XL are available in

almost every style. Each brand stocks a good amount of merchandise and a wide

range. Competition is high and variety is large.

STEP VCATEGORY STRATEGIES

It is the step in the category business planning process when strategies are developed

to deliver the category role and category performance targets. Strategies may relate to

marketing and product supply strategies. The strategies used here are :

1. Transaction strategy : these maybe subject to impulse purchase and increase

the average transaction in the basket or category

2. Cash generating Strategy : - uses parts of the category to generate cash flow,

has low inventory turnover.3. Excitement Creating Strategy : frequent change in products and seasonal

products where a sense of urgency is created.

STEP VI - CATEGORY TACTICS

Work towards determining optimal category pricing, promotion, assortment and shelf

management which are necessary to achieve the agreed-on role, scorecard and

strategies.

The consumer expects a wide range with all size sets in the sports category. Also

during various sports season, the consumer expects adequate stock in all size sets and

appropriate merchandise. The pricing for this range is moderate to high, the

merchandise assortment is high and shelves are well stock with a wide assortment and

almost all size sets.


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BRANDS AND CATEGORIES

Brand Sub-Category Available Sizes Avaiable

Fame Forever Tees, Tracks,

boxers,FIFA collection

M,L,XL

U.S Polo Tees, Tracks, Caps S,M,L,XL

Kappa Tees, Tracks S,M,L,XL

Nike Shorts, Tracks, chest print

tees, socks, sweatshirts

S,M,L,XL

Proline Tees, tracks M,L,XL

Adidas Tees, Sweatshits,Tracks S,M,L,Xl

Puma Chest print tees, tracks,

socks,shorts,caps

M,L,XL

Space Allocated to Sports wear20 % of Space in Mens Wear Department


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Category: Mens Wear

Sub Category: Casual wear


Brands for Mens Casual Wear:

Casual (W)

Indian Terrain

Shapes

Club Hoppers

Allen Solly

Blackberry Khakis

Fame Forever

Colorplus Celio

Provogue

Zod

V Dot

Casual (K)

Benetton

Puma

Fahreinheit

Us Polo

Tantra

Proline

Adidas Tbase

Nike

Kappa

Delure

Just Natural

Neva

Berge

Karma

Men'sWear

Casual(W)

T-shirts Shorts3/4thPants

Bermudas

Casual (K)

T-shirts Lowers Shorts


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Merchandise:

T-shirt:

Polo neck t-shirts

Round neck t-shirts

V-neck t-shirts

With collars t-shirts

Stripe t-shirts

Shorts:

Knee length shorts

Thigh shorts

Plain shorts

Checks shorts

3/4th Pants:

Plain pants

Checks pants

Military pants

Bermudas:

Plain Bermudas

Strips Bermudas

Checks Bermudas

Military Bermudas

Lowers:

Plain lowers

Jogging lowers


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Sizes:

T-shirts: M, L, XL, XXL

Shorts: 30 inch- 38 inch

3/4th

Pants: 30 inch- 38inch

Bermudas: 30 inch- 42 inch

Lowers: M, L, XL, XXL

The casual wear section for men occupies a space of 500 sq ft with t-shirt displayedon the racks, shorts and 3/4

thpants were displayed on the nesting table on the right

hand side of the floor. Bermudas and lowers were displayed with the help of hangers.

Mainly the products are divided on the basis of the brands.

Casual wear are assorted on the basis of sizes. Like in t-shirt the medium and large

size are stacked at the eye level as they are the maximum selling, and they occupy

majority of the space. The rest variety of the t-shirt is stacked at the bottom of the step

rack or is displayed separately.

Step 2: Category Role


The stack up area is given to each brand is almost equal. As all the brands are

recognized and mostly preferred by consumers as they see the value for money and

hence are promoted in a good manner in the area.

Thus the inventory allocation for each brand is the almost same as they occupy equal

share of the space. Thus most of the stacking is depending upon the styles which are

most preferred by the consumers like in t-shirt; round neck t-shirt and t-shirt with

collars are most preferred.


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Step 3: Category assessment

Sleepers

The Bermudas in casual wear is a slow

mover and thus there are only 2 or 3

pieces on the display. And if the

consumer demands the store places the

order.

Winners

The round neck t-shirt, collar t-shirt and shorts

give out the maximum profit and thus have a high

profit. They are promoted the most.

Questionable

The V-neck t-shirt is least preferred thus

it is at the minimal stock.

Morning Stars

The 3/4th

pants which are only preferred by

youngsters, thus they need to be promoted to

other target consumers too.

For consumers

The regular styles in casual wear are most preferred, as according to the physique of

an average Indian men and their habit of wearing regular fit and not experimenting

too much with a variety.

Step 4: Performance Measures

The categories that are classified as winners give the highest sale and highest profits.

Thus they are stacked more by the retailers on the display.


The aim of the store is to draw consumers to a premium brand of various

categories, so they can sort and purchase the product according to the needs.


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The retailers use the promotional activities concentrated towards the winners

and the highest selling sizes, thus providing them with the maximum space.

The new stock is displayed at the entrance of the section with new arrivals sothey can capture the attention.


The category space is larger compared to the other section. There is a lot of variety in

the color, styles and all merchandise is displayed for the consumers to catch the

attention.


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Category: Accessory


Sub Category: Watches

Brands for Watches:

Espirit

Titan

Tissot

FCUK

Casio

Citizen

Fastrack

DKNY

Diesel

Accessory

Watches Sunglasses JewelryFashion

accessory

Watches

ClassicWatches

SportsWatches

TrendyWatches

DigitalWatches


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Sub Category: Sunglasses

Brands for sunglasses:

Fastrack

Ferrari

Oklay

Police

Tommy Hilfiger

Polaroid

Fossil

Calvin Klein

Guess

Ray-Ban

Sub Category: Jewelry

Brands for jewelry:

Carbon

Aspen

Estelle

Ddamas

Gili

Javeri pearls

Cygnus

Asmi

Nirvana

Nakshatra

Viola

Sub Category: Fashion Accessories

Jewelry

Ear- rings Rings Bangles Pendants Neckpieces


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Brands:

For womens:

Ginger

Toni

Jaded

For mens:

Celio

Fossil

The accessories section for both men and women occupies a large area of the store.

Fashion accessories were displayed on the walls with help of waterfall, sunglasses and

watches were displayed on the windows of the walls, jewelry was displayed on the

glass tables and belts were displayed on the gondolas.

Mainly the products are divided on the basis of the brands. Like watches, sunglasses

and jewelry have different section according to the brands.

Fashion

Accessories

Neckpieces

Earings Bangles

BraceletsBelts

Hair clips Hats Scarves

Ties


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Step 2: Category role


The stack up area is given to each brand is almost equal. As all the brands are

recognized and mostly preferred by consumers as they see the value for money and

hence are promoted in a good manner in the area.

Fashion accessories were stacked up according to the new styles and trend.

Thus the inventory allocation for each brand is the almost same as they occupy equal

share of the space. Thus most of the stacking is depending upon the styles which are

most preferred by the consumers.

Step 3: Category assessment

Sleepers

The jewelry section and classic watches are slow

movers because consumers would prefer to buy

jewelry from EBO and classic watch is least

preferred by the consumers, thus there are only few

pieces were there on the display. And if the

consumer demands the store places the order.

Winners

The fashion accessory and sunglasses comes under

this category. They give out the maximum profit

and thus have a high profit. They are promoted the

most.

Questionable

The hats and scarves are least preferred thus it is at

the minimal stock.

Morning Stars

The watches come under this category as they are

only preferred by the consumers according to their

requirement, thus they need to be promoted so that

they can give some more profit.

For consumers


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The new and trendy styles in accessories are most preferred, as consumers are

becoming more and more fashion oriented. They preferred vibrant colors, trendy look

and new styles to make themselves different from others.





The aim of the store is to draw consumers to a premium brand of various

categories, so they can sort and purchase the product according to the needs.

The retailers use the promotional activities concentrated towards the winners

and the highest selling sizes, thus providing them with the maximum space.

The new arrival is displayed in a proper manner so that they can capture the

attention.


The category space is much larger compared to the other section. There is a lot of

variety in the color, styles and all merchandise is displayed for the consumers to catch

the attention.


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Category: Cosmetics

Step1: Category Definition

Brands Merchandise offered

Christian dior Make-up set(with all items)

Chanel Make-up set(with all items)

Loreal Make-up set(with all items)

Yves saint lauren Make-up set(with all items)

Lancome Make-up set (with all items), in store free

trail make-up service gift vouchers.

Clinique Make-up set(with all items)

Max-factor Make-up set(with all items)

Bourjois Make-up set(with all items)

Maybaline Make-up set(with all items)

Ponds Make-up set(with all items)

Kaya skin clinic Make-up set(with all items)

Lakme Make-up set(with all items)

Revlon Make-up set(with all items)

The cosmetic section occupies a space of 900sq ft with cosmetics displayed on the

shelves and glass displays. All the brands are having their individual kiosk type of

demarcation and with their individual sales attendants.

Mainly the space is allotted to them on the basis of their requirement. For example

Lancome was offering a free service of the make-up and some orientation towards

their products. Also they were offering the gift vouchers for the customers of Rs.1000

discount for any purchase.

Step 2: Category role

Mainly the space is divided according to the brands. Each brand is has its own style of

display of their assortment. They are assorted on the basis of prominence of usage in


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the makeup. Like the trail kit is displayed in the middle of the floor beside the chair of

the customer. Along with that the products that are easily accessible to the customer

are of cheaper prices and those of higher ends are displayed either in the catalogues or

the glass shelves.

Step 3:Category assessment

Sleepers

The complete make-up kits are slow movers.

Winners

The anti ageing products for the makeup are

promoted the most.

Questionable

The extra glossy make-up products are a bit

questionable.

Opportunities

These are the party make-up products which

are not used daily or frequently.

Step 4: Performance measures


Thus they are displayed more and the free trails given are also for those products.

Therefore they are stacked in more quantities.

Step 5: Category strategies

The aim of the store is to draw consumers to a premium brand of various categories,

so they can sort and purchase the product according to the needs and also the

demands.


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The retailers use the promotional activities concentrated towards the winners and the

highest selling sizes, thus providing them with the maximum space.

The lip gloss and foundation products are the products that are sometimes purchased

on impulse. Thus the new stock is displayed at the entrance of the section with new

arrivals so they can capture the attention.

Step 6: Category review

The category space is almost uniform for all the brands with their own strategic

displays. There is a lot of variety in their approach towards the customer and every

merchandise is displayed for the consumers to catch the attention.


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Category: Lingerie


Womens Category: Lingerie

CLASSIFICATIONS MERCHANDISE BRANDS SIZE

Bra Classic Enamor 30,32,34,36,38,4042,44 (in centimeters)Sports Triumph

Padded Bewitch

T-shirt smooth bras Strings

Reveal bra Amante

Low neckline

Enhance

lift bras

Support bras

Panty Thongs Jockey S,M,L,XL, XXLG- string Lovable

T backs Adira

Classic bikini Jus

High cut brief Amante

Nightwear (for

chemise style)

One piece Strings S, M,L,XL

Ballon hands Sweet dreams

Deep neck

(for robes) 3/4

th

hand M,LFullsleeves

MEN WOMEN

LINGERIE


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Pyjama and top.

For spagethi

Tank tops

The lingerie section for women occupies a space of 400 sq ft with bras displayed on

the wall, and the panties and nightwear in the middle of the floor.

The total area 400 sq feet. The area of the store 4000 sq feet. The area of womens

section 2000 sq feet.

Therefore the ratio of lingerie space with women space = 400/2000= 1:5


Like for example the bras start with classic, pads and followed by enhance and lift.

They are assorted on the basis of sizes. Like the 32 and 34 are stacked at the eye level

as they are the maximum selling, And they occupy majority of the space. The rest

variety of the bras is stacked at the bottom of the step rack or is displayed separately.


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Step 2: Category Role


Like for example the bras start with classic, pads and followed by enhance and lift.

They are assorted on the basis of sizes. Like the 32 and 34 are stacked at the eye level

as they are the maximum selling. The largest stack up area is given to the enamor

brand as it is recognized and most preferred as consumers see it as the value for

money and are hence are promoted extensively in the area.

Thus the inventory allocation for enamor is the most as they occupy majority of the

space. The rest variety of the bras is stacked at the bottom of the step rack or is

displayed separately.

Thus most of the stacking done is classic, sports and padded as they are the most

preferred.

Step 3: Category Assessment

Sleepers

The full sleeve robe is a slow mover and

thus there are only 1 or 2 pieces on the

display. And if the consumer demands

the store places the order.

Winners

The classic in both bras and panties along

with nightwear give out the maximum

profit and thus have a high profit. They

are promoted the most.

Questionable

The G string and the thongs are least

preferred thus they are at the minimal

Opportunities

These are the styles which are reveal,

low, enhance, lift in bras and G string and

thongs which are only preferred by newly


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stock. married, young couple, thus they need to

be promoted to other target consumers

too.

For consumers

The classic and the sport category of size 32 , 34 is the most preferred ones, as

according to the physique of an average Indian women and their habit of wearing

classic and not experimenting too much with a variety.




Step 5: Category strategies

The aim of the store is to draw consumers to a premium brand of various category, so

they can sort and purchase the product according to the needs.

The retailers use the promotional activities concentrated towards the winners and the

highest selling sizes, thus providing them with the maximum space.


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The nightwear is the products are the products that are sometimes purchased on

impulse. Thus the new stock is displayed at the entrance of the section with new

arrivals so they can capture the attention.


The category space is larger compared to the mens section. There is a lot of variety in

the color, styles and all merchandise is displayed for the consumers to catch the

attention.

The section of women is at the ground floor, thus the center of attraction for the mall

is the womens items. The lingerie is located in the middle, where it is given

importance and women could easily navigate the place to locate that section. It is also

designed and displayed it in such a way that a women can freely shop through that

place and it is not open on the mall for everyone to see.


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Sub Category: Mens lingerie



Brief Brief Jockey S, L and XL

Boxer brief Calvin Klein

Midway brief Chromozome

trunk Tth-ug

Funky brief Levis

Bikini brief Sweet dreams

Forca

Boxer Essential Jockey

Boxer short classic Calvin Klein

Slim fit wovenCotton knit

Vest Fashion vest Jockey

Square mens vest

Tshirts L, XL

The mens lingerie is just stacked and is open for everyone to see.

The are space given for that category is 200 square feet which is half of what is givento the womens section, as they believe lingerie section is not something fancy for the


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men. The category for them is just the utility factor. Thus they are just stacked in the

racks and there are very fewer brands.

The brands are the recognized ones, with fewer designs and styles. Most of them

resemble sports type innerwear.

Thus the ratio of the lingerie compared to the entire floor is 200:2000= 1:10

Step 2:

The category is allotted not on the basis of the brands but on the basis of the sizes.

The most stacked are the jockey and calvin klein as they are most preferred. But the

brands are mixed according to the sizes. Most of the sizes are s and l on the nesting

tables.

Most of the nesting table is stacked with size s and l as they are the most preferred.

Only one side of one of the nesting table is staked with xl.


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Step 3:

Sleepers

The bikini brief is the slow mover. It has

to be promoted more and is available in

very few variety.

Winners

The classic and funky brief from jockey

and calvin klein are the most preferred

ones. They are displayed at the eye level

wherein the consumers can locate them

easily.

Questionable

The trunk, the short classic boxer and the

slim fit boxers are questionable as Indian

consumers look for comfort and slim fit

is fancy so they are not that preferred.

Opportunities

There is a lot of opportunity for the vest

and the stylish vest to be promoted as

consumers are becoming more luxury

oriented.

For consumers

The classic and the sport category of size s and l is the most preferred ones. The size

m was absent and then there is size xl. The Indian male consumers do not like

experimenting and most of the preferred are the sports one as they are they are

associated with a macho look.


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Thus they are stacked more by the retailers on the display. The brand jockey and

calvin klein are displayed and stacked the most. There are separate helpers just to sell

those brands according to their sizes.


The nightwear is not there as such, and no pyjamas too. Just boxers are there which

men generally compare with the t-shirts.

Manly they are categorized on the basis of their size and not the brands as compared

to the womens section. A huge chunk of the space is allocated to the size s and l.

The nightwear is the products are the products are absent as the Indian consumers

only prefer the t-shirts and boxers while sleeping.

Forca is a private label and is promoted more as it could generate higher bill.


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Step 6: Category review

The category space is compared to the mens section is smaller and displayed openly.

They are categorized on the basis of the sizes.

The section is just at the centre besides the sportswear department as according to the

lifestyle the sportswear and the innerwear go in the same consumer basket.


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Category: Denims

Sub Category: Womens Jeans

Step1: Category Definition


Jeans Slim fit jeans Lee (according to the

waist)

waist size 26 to 34.

Straight jeans Pepe

quadra Levi

Curvy leecooper

Skinny kraus

Low rise signature

3/4th

jeans Straight levis

flared

Knee length

Shorts Extreme short

Above the knee length

The womens jeans sections occupy the major section in the store.

The total space allocated to the jeans category is 600 square feet It is placed in the

mid section.


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Thus the ratio is 600:2000= 3:10

Category role

The jeans are staked on the steps and are folded. They are stacked according to their

sizes and colour and are folded.

To easily draw attention to the 3/4th

denims, they are hanged in extreme colours.

The shorts and and the new arrival, designer denims are placed individually in the

nesting tables, so the product is the celebrity.

They are allocated on the basis of sizes and colour. The light blue which is the most

preferred and for which the consumers mainly come to purchase they are at the eye

level of the consumers.

The darker ones are placed on the top of the eye level and the white ones or the lighter

ones are at the bottom rack.

Sleepers

Knee length, and flared are the most slow

moving and in the need to be promoted

most.

Winners

The slim fit, skinny, low rise are the most

referred.

Questionable

Quadra are preferred only occasionally as

they are heavier and usually during

summer consumers do not prefer these

products.

Opportunities

There is scope for the designer products

and they are placed separately to draw

attention. They can generate larger bill.


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For consumers

The blue jeans are the most sold one, the most bill generated ones. The straight, slim

are the most preferred.

Step 4

Performance measures



The designer brands are stacked separately as they generate the huge bill.

Step 5

Category strategies

The end of the store space is allocated to the ethnic garments as they are the most

preferred the consumers come to buy those products. And the casuals and denims are

placed at the start, and the mid section as the retailer wants consumers to pass through

these sections and make impulse purchases.

The consumer can easily navigate according to the size and the colour of their

preference.


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The knee length and the shorts are hung in such a way like they could be easily

noticed.

Category review

The jeans is the most essential category section of the womens apparel department.

They generate the largest bill for the retailer. They are categorized and displayed

brand-wise but are essentially separately sizes and colour wise.

Mens jeans


Jeans Slim fit Levis (according to the

waist)

waist size 28 to 36.

Regular fit Wrangler

Straight leg Pepe

Mild tapered Flying Machine

Midrise Killer

Low rise Lee cooper

Forca

Spykar

The mens jeans sections occupy the major section in the store.

The total space allocated to the jeans category is 900 square feet It is placed in the

mid section.

Thus the ratio is 900:2000= 9:20


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Category role

The jeans are stacked on the basis of the sizes and colours.

The size 30 and 32 are the fast moving and thus are located at the eye level whereas

the other sizes are located at the bottom or at the top.

There are only jeans stacked and no 3/4th

and the shorts as they have negligible sales

in the market.

There are no designer wear as such as male consumers do not look for designs in the

jeans but at a separate step wall, the higher priced denims are displayed.

The Indian male consumers do not like to experimenting with the colour and the most

preferred are the darker jeans. The only light colour present is the blue and apart from

that there are no other lighter colours for variety.

Sleepers

The size 26 is the slow moving. Thus

they are stacked very few.

Winners

The regular fit, straight fit, actually all the

styles are preferred but the bill generation

is competed at which brand. The most

preferred is the levis, flying machine.

Questionable

The brand killer. And the midrise is not

that generally well accepted as consumers

Opportunities

The brand forca which is the private label

of the store needs to be promoted more.


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go with the most preferred brands of levis

and flying machine.

They are stacked less till it becomes

recognized and preferred.

For consumers

The darker jeans with the size 30 and 32 are the most preferred.

Step 4

Performance measures



Levis and flying machine are the most preferred.

Step 5

Category strategies

The denims are allocated at the end of the store, as the Indian male consumers mainly

come to the store to purchase the jeans, and thus the retailer wants the consumer to

pass through a lot of categories on the way.

The denims section is the largest space allocated in the entire mens department.


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They have mixed the private label with the most sold label ones, as the base of

allocation so as to not alienate the private labels.

Category review

The jeans is the most essential category section of the mens apparel department.

Indian male consumers come to lifestyle mainly with an intention to purchase jeans.

Thus the maximum space allocation is done to the denim category.


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Kidswear

CLOTHING CATEGORY:

CLASSIFICATIONS MERCHANDISE BRANDS AGE CATEGORY

Basic boys outerwear Jeans, t-shirts, jackets. Forea 9 to 16 yrs.

Raff 4 tp 14 yrs.

Basic girls outerwear Jeans, t-shirts, skirts Peppermint 1 to 14 yrs

Barbie 2 to 12 yrs.

Ginger 9 to 16 yrs.

Infants wear Two pieces, coats, Juniors 0 to 8 yrs

Sweates, tops with

caps.

Disney license 2 to 12 yrs

Kappa 4 to 12 yrs

Unisex Jeans, skirts,tops, Gini and jony 6 mts to 14 yrs

Shirts, bellbottoms, Levis 6yrs to 16yrs

Slim fit jeans, UCB 6mts to 12 yrs

Loose fit jeans Drop 1yrs to 14 yrs

medium fit jeans Weekender 2yrs to 12yrs

Lilliput 6mts to 12yrs

BOYS GIRLS

BABYSHOP

clothes accessoriestoys stationery


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Zapp 3yrs to 16yrs

Bossoni 2yrs to 12yrs

Sleepwear One piece,two piece Disney 2 to 12 yrs

Drop 1yr to 14 yrsSwimwear Two piece Lobster 4yrs to 16yrs

Hotwheel 4yrs to 16yrs

Party wear Frocks and jackets. Juniors 3 to 8 yrs

Kappa 6yrs to 12 yrs

Ethnic wear Punjabi dress, long

skirt and top, kurtas

Viola 6mts to 12 yrs.

Kindi 6mts to 12 yrs.

Basil Leaf 6mts to 12 yrs.

VARIETY IN OTHER MERCHANDISE

TOYS STATIONERY ACCESSORIES NURSERY

Guns Bags Bracelet Cribs

Bows and Arrows Tiffin boxes Caps Cradles

Cars Pens, pencils Glasses Stroller

Dolls, barbies Chains Buggy

Kitchen set, doctor set Belts Cycles

Sand toys Hair bands Car seat

Video games Hairpins Bath tub

Outdoor games Potty seat

Indoor games Bedding

Blocks Table and chair

Walker


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CATEGORY ASSORTMENT

STRATEGY:

a. Target audience: To differentiate itself in a busy marketplace, BabyCenter has

focused on a subset of childcare informationpreconception through the toddler

years.

b. To manage the critical relationship between content and sales.

The site's content and community-building features have successfully created the

customer base to which BabyCenter can market its products.

POSITIONING AND PROMOTIONS:

Positioning happens through promotions and advertisements.

Bulletin boards and chat sessions provide an important point of connection between

parents and experts.

Category

BOYS

CLOTHES ACCESSORIES

GIRLS

CLOTHES ACCESSORIES


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Personalized e-mail newsletters provide information tailored to the appropriate stage

of pregnancy or child development.

There is a creative initiative which is called Shopby lifestyle: The most creative of

the techniques, Shop by Lifestyle groups products according to lifestyle needs. "On

the Go Baby" emphasizes travel gear. "Adventure Baby" emphasizes items that

enable parents and infants to enjoy the great outdoors together. "Nature Baby"

emphasizes all-natural and organic products.

In addition to its sorting mechanisms, BabyCenter uses many of the merchandising

techniques that other e-retailers have found effective. Visitors can opt to view best-

selling items in popular product categories, or shop the special list of products named

by parents as the Best of Breed.

When visitors register for BabyCenter membership with an e-mail address and their

baby's due date or date of birth, BabyCenter responds by providing targeted e-mail

information on sales and special products appropriate for their stage of parenthood.

Category space allocation

The layout of a store is the plan that allocates a specific location and amount of soace

to each of the merchandise departments as well as to each of non-selling areas.

In deciding on the location and size for both selling and non-selling areas the store

image, customer preference layouts of competing store and stock capacity are some of

the important factors that should be taken into consideration.

The babyshop store is full of energy and enthusiasm. Its all filled with bright colours.

The area is arong 1500 square feet. The flooring and the lighting is effectively good.

The store has not been divided in terms of gender but in terms of brands.


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Each baby brad has been provided with a particular section for a particular category.

The location of the babyshop is such that it will attract maximum pull. The shop is

situated at Oasis mall which is at a city centre. The babyshop is situated bang in front

of the elevator at the entrance onto the first floor.

The display at the point of sale is important which is at the actual spot where the

goods are sold. The display is very clean as the babyshop is divided into games, then

nursery , clothes and accessories separately. The vignette in the store is the display of

the pictures of the kids and mannequins wearing the bathing robes at the swimming

section which is actually a pull for the consumers.

The babyshop is divided into 2 divisions vertically and 7 subdivisions horizontally,

A. the first vertical section of the store mainly has 3 subdivisions;

The first 2 subdivisions in the section 1 has been allotted to baby gaming product, for

both boys and girls. There are products like indoor games, outdoor games, blocks.

Video games, soft toys.

Policy: The children have become the new consumers. The marketers target them as

the new age kids make their own buying decisions. They pull their parents to a store

and ask them to buy their own goods.

So in a babyshop the first attraction when a child enters lifestyle or a mall would be

the games.


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The child can even play with the games and are not restricted to just see and pass by.

Thus when kids see the other kids playing the games even they are tempted to go their

and play.

B. Also present on the side display if the layout is the maternity products. They

cover the subdivision 1 and 2.

Policy: The Indian woman generally tends to ignore her wants before the kids. So the

obvious display reminds her to buy the product. So if the mom comes out to look for

her kids merchandise she doesnt have to go that extra mile to look for her own needs.

C. The section 3 is allotted to the nursery section entirely devoted to the infants

and their care. And baby beauty products like baby body wash, baby bathing oil, baby

hair cream and shampoos, baby powder and diapers.

The reputed brands who stock here are pigeon, Johnson and Johnson and

disnep. The price range are from Rs. 599.

D. The second subdivision, section 4 5 and 6 have been allotted to apparel and

accessories. The section 4 is dominant with four brands disnep, junior, kappa, basil

leaf. The most dominant merchandise here are for the boys.

E. The 5th section is devoted to girls merchandise mainly bossonni, bling, junior,

peppermint, liliput and zap.

F. The 6th section is dominant with gini and jony, drop.

They have their private label called ginger baby too.


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G. The trial room is attached to the 6th section. There is only one trial room in the

store.

H. The 7th subdivision which is a part overlapping 1st and the 6th section is

completely devoted to Barbie brand. There are Barbie dolls, and indoor games like

kitchen-kitchen, house-house. A consumer can view this subdivision from the

entrance, so this is to trigger the girls instinct.

today lifestyle

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