Competitive Analysis: - Anuja Bihani

Competitive Analysis
-Anuja Bihani
Categories within Apparel

Apparel
Mens Wear
Formal Wear
Womens Wear
Casual Wear
Childrens Wear
Accessories
Infants
Sleepwear
Western
Toddlers
Indian
Innerwear
Evening Wear
Loungewear
Girls & Boys Wear
Teens
Accessories
Kolkata Retail
Market
Survey
Multi Brand
Outlets
Exclusive
Brand Outlets
Kolkata Primary Survey

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

Multi brand Outlets
Shoppers Stop
Globus
Lifestyle
Ebony

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

Exclusive Brand Outlets.
Dockers
BIBA
Marks & Spencer
Lilliput
Gini & Jony
Colorplus
Future Group
Future Group shall deliver Everything,
everywhere, everytime for every Indian
Consumer in the most profitable manner.
We share the vision and belief that our

customers and stakeholders shall be served
only by creating and executing future
scenarios in the consumption space leading to
economic development
Future Group
Big Bazaar
Pantaloons
Brand Factory
Central
Big Bazaar
Big Bazaar is a chain of hypermarkets in India,
with more than 100 stores in operation. It is a
subsidiary of Future Group Venture Ltd's, and
follows the business model of United Statesbased Wal-Mart.
Big Bazaar
Provides the best products at the best price.
Reflect the look and feel of Indian bazaars at
their modern outlets .
All over India, Big Bazaar attracts a few
thousand customers on any regular day.
Big Bazaar
Target audience
Big Bazaar targets higher and upper middle
class customers .
The large and growing young working
population is a preferred customer segment
Big Bazaar specifically targets working women
and home makers who are the primary
decision makers
Retail Mix
Merchandise assortment
Location
Price
Visual merchandising
Store atmosphere
Customer service
Advertising
Promotion
Personal selling
Big Bazaar
Stores Visited: Lee road, VIP road, Hiland Park,
Mani Square
Less Breathing Space
Excessive Schemes(danglers)
Loud announcements
(Sab Bazaar ek baar Big Bazaar Bar bar )
Satisfactory Staff
Medium quality Display
No Mirrors
Big Bazaar
Price cues used

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

Big bazaar was extremely crowded specially the
grocery section, the second floor wherein there
were apparels was comfortable
There were danglers all over the place which
made it look very flooded with sales schemes
Customers sounded pretty satisfied, they thought
that big bazaar had a value for money offering
A lot of vernacular advertising
Communicates offers and range in a big way
Festive oriented
Big Bazaar
Big Bazaar
Big Bazaar
Pantaloons
Pantaloon Retail (India) Limited, is Indias
leading retailer that operates multiple retail
formats in both the value and lifestyle
segment of the Indian consumer market.
Pantaloons
Stores Visited: Camac street, South city mall

Excellent Display
Adequate Breathing space
Courteous staff
Ambience comfortable
Gift vouchers
Upcoming movie collection(London dreams)
Viewed as trend setters
Pantaloons
User friendly e-store
(http://pantaloon.futurebazaar.com/indexPant
aloon.jsp)
Sponsor of events like Femina Miss India
Observations @ Pantaloons
The design of the store is fabulous assisting
the consumer and reinforcing his/her
purchase decision every time; for example
there was a round structure created with
mirrors where the consumer could see even
the accessories on her/him
Even the staff reinforced and acted as a
stimulus during the point of purchase
Pantaloons
Pantaloons
Pantaloons
Pantaloons
Brand Factory
Future Group obsolete stock
Lack of breathing space
200 Brands 20-50% discount 365 days
Observations @ Brand Factory

Brand factory is the ultimate destination for
innumerable brands, Consumers have that
mindset while entering the store that they will
get expensive brands at affordable rates hence
they tend to compromise on breathing space
Central
Central
Central
Central
Central
Communicates both Range as well as Promos
Target Market is upward moving trendy urban
customers
A very vibrant and peppy feel to the
communication
Kolkata Bazaar
Spacious
Visual display poor
Inferior merchandize
Observations @ Kolkata Bazaar

The merchandize quality and display is
extremely poor
There were hardly any customers
The offerings were low priced and inferior in
quality
Westside
The company has a turnover of Rs. 357.6 crores
(FY 2005-2006) and currently operates 36 stores
in the major metros and mini metros of India. An
international shopping experience, a perception
of values, and offering the latest styles, has
created a loyal following for Westside's own
brand of merchandise.
Westside was named the 'Most Admired Large
Format Retail Chain of the Year' by the Lycra
Images Fashion Awards 2005.
Westside
Stores Visited: Camac street, Mani Square
Kids collection (Hanna Montana)
Schemes not excessively marketed but
noticeable
Price cues used
Gift Vouchers
Store Specific
Mani square Excellent Display
Westside
The kids section was strategically thought of
with there being a Hanna Montana counter,
the kids lead their parents to the storeshence Westside en cashed on getting
customers to visit their stores first
Westside
Westside
Shoppers Stop
Shoppers Stop
Shoppers Stop
Shoppers Stop
Shoppers Stop
Shoppers Stop
Shoppers Stop
Generally sale and promo communication
Black and white communication in accordance with the brand
campaign
One or two ticket size offers and not arrays of offers
Does not have a fixed visual grammar, often determined by the

partner brand
Selective vernacular communication

Communication does not showcase range of apparel available but
portrays a mood not essentially related to shopping
Globus
Celebrity endorser
Communicates both range and the prices upfront
Does not showcase low end apparel but advertises expensive
clothes
Has a fixed visual grammar and ensures that the communication is
dynamic
Has a very international feel to it

No vernacular advertising
Globus
Globus
Globus
Lifestyle
Lifestyle
Lifestyle
Lifestyle
Communicates range in a very simple and clutter free way
Communicates gifting options also
The moods are very Indian and can be related to by the common
Indian urban consumer
Mostly communicated through fashion and current affairs
magazines, not present in dailies
The communication is not aspirational

No vernacular advertising
Ebony
Ebony
Ebony
Ebony
Totally promo driven communication
Does not showcase range or products
Very similar to retail advertising but not close
to fashion advertising
Levis
Levis
Levis
Levis
Levis
Levis-Elgin road Crossing
Excellent Scheme
Change your reach 150 I phones
Change your studio 50 Mc Books
Change your World Car Beat
Others:
Spykars, Wills, Benetton
Observation @ Levis
Levis had a cool ambience and the entire store
depicted the brand personality Rebel
extremely well
The campaign was well targeted to the youth
Celebrity endorser
Sale and product communication
Bold communication
Consistent visual grammar
Wills Lifestyle
Wills Lifestyle
Wills Lifestyle
Wills Lifestyle
Observations @ Wills Lifestyle

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

Relaxed communication
Showcases the range
Has different stories for different products
Tells the same story in more than one way
Communicates only to the working man
Portrays him to be a hero in his own sphere
Louis Phillipe
Louis Phillipe
Louis Phillipe
Very similar to other communication in the
category
A lot of mood advertising
Showcases the range
The communication is aspirational for the
urban office-goer
Van Heusen
Van Heusen
Van Heusen
Van Heusen
Van Heusen
Van Heusen
Arrow
Arrow
Arrow
Arrow
Arrow
Arrow
Sale and promo communication
Authoritative tonality
Does not showcase any range
Tommy Hilfiger
Tommy Hilfiger
Tommy Hilfiger
Tommy Hilfiger
Sale, promo and product communication
Visual communication
No brand story
Generally international advertising
Dockers
Dockers
Dockers
Dockers
Mood and range communication
Portrays the attitude inherited with the
clothes
Visuals and logo, no copy
BIBA
BIBA
BIBA
BIBA
BIBA
Sale and range communication
Brand tries to establish a fantasy
Usage of very archaic elements to give the
communication an ancient seriousness
Consistent visual grammar
Marks & Spencer
Marks & Spencer
Marks & Spencer
Observations @ Marks & Spencer
Sale and range communication

Presence of catalogue advertising
Simple visuals to portray range
Lacks style, looks ordinary
Lilliput
Lilliput
Lilliput
Lilliput
Communicates range and footprint
Also communicates ticket sized promos
Usage of international models gives it a
premium look and feel
Showcases range from 0 to 12
Gini & Jony
Gini & Jony
Gini & Jony
Gini & Jony

Communicates promos and range
Also communicates ticket sized promos
Usage of international models gives it a
premium look and feel
Showcases range from 0 to 12
Communicates activities involving mothers to
portray the brands understanding of children
Colorplus
Colorplus
Colorplus
Colorplus
Colorplus
Colorplus
Colorplus
Colorplus
Colorplus
Communicates range
Tongue in cheek communication
Generally visuals only show products in
different forms to connote a story
The visual grammar is consistent and the
stories are not repetitive
Colorplus
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Competitive Analysis

Categories within Apparel

Girls & Boys Wear

Kolkata Primary Survey

Kolkata Primary Survey

Kolkata Primary Survey

Kolkata Primary Survey

We share the vision and belief that our

Price cues used

Observations @ Big Bazaar

Stores Visited: Camac street, South city mall

Observations @ Brand Factory

Observations @ Kolkata Bazaar

One or two ticket size offers and not arrays of offers

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

Selective vernacular communication

Has a very international feel to it

The communication is not aspirational

Observations @ Wills Lifestyle

Observations @ Allen Solly

Marks & Spencer

Marks & Spencer

Marks & Spencer

Observations @ Marks & Spencer

Sale and range communication

Gini & Jony

Gini & Jony

Gini & Jony

Gini & Jony

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