Looks North – Case Study

Presented By-Ashwini Barve (04)Mitali Dutta (18)Pooja Manik (34)Radhika Metla(35)Jalpa Shah(51)Neetu Tank(58)

SummarySummary

Facts1952 Tata entered the cosmetics business through

Lakme ltd.

1996 Lakme entered into joint venture with Hindustan lever

1997

1998

Tata sold their stake in Lakme to HLL for Rs. 2 billion

The Tata’s ventured into retailing and acquired the Britain- based Littlewoods retail store in Bangalore.

1999 Westside expanded its operations to Chennai, Mumbai, and Hyderabad.

During the Diwali season Westside launched a festival of delights program

2000

2001

2002

It had a second store in Mumbai, Pune, Kolkata and Delhi. It had average sales of above Rs. 5000 per sq.feet

Store in Nagpur and second store in Delhi and signed Yuvraj Singh as his celebrity endorser.

Market Research on retailing trends in the domestic and international markets.

India retailers stocked both Store-Owned brands and other brands in the ratio of 70:30.

Major Indian retail chains stocked established brands, Westside decided to push its own brand.

They gave a high priority to marketing in order to increase brand awareness

Westside’s total advertisement spending was 8%of its sales.

It did it regular brand building through advertisements and also through house promotion during various seasons.

Organized retailers are more expansive than unorganized ones.

The company decided to increase the retailing space to 0.3 million sq. feet from 0.12 million sq. feet in 2001.

MARKETING STRATEGY Lakme entered into joint venture with HLL for the marketing and distribution of Lakme brands.

In 1997, the tats sold their stake in Lakme to HLL

Then in 1998 Tata ventured into retailing, acquiring the Littlewoods retail store. It was renamed as Westside.

First time an Indian retailer launch for a celebrity endorsement. Westside signed Cricketer Yuvraj Singh

Launched marketing campaigns on television and in the print media

The stores were positioned on the fashion at affordable pricing platform.

Offered greater value and good shopping experience.

They launched a “Festival of Delights “program which gave each shopper a scratch and win card.

Capture the market from unorganized sector

PROBLEMS & SOLUTIONS

Westside are expensive than unorganized one

Compete with other retail fashion businesses in India & foreign

CONCLUSION

Thank you