A PROJECT REPORT ON SEMENTING TARGETING POSITIONING & MARKETING MIX OF aLL

PROJECT BY RASHME DATTA - 10089 RASHME PANDE - 10090 RISHIKESH AMBULEKAR - 10091 RITESH SAWANT - 10092

KOHINOOR SCHOOL OF BUSINESS & CMR KHANDALA

SUBMITTED TO: PROF. JAVED SAYYED 2010 2011

ACKNOWLEDGEMENT

Company Profile
A Little Larger
They say, the bigger the better! Gone are the days, when fashion and plus size didnt quite fit into the same bracket. With fashion becoming more than a luxury, it is only inevitable that everyone gets a fair share of fashion. True to its philosophy of everything for everyone; Pantaloon brings to you aLL- a Little Larger, is the first exclusive format dedicated to the fashion needs of plus size men and women in the country. aLL houses a wide range of ready-to-wear fashionable clothes and accessories that are otherwise not easily available for plus size customers. aLL brings forth a wide collection of stylish clothing to select from, be it Western wear, Indo-western or Ethnic wear in both Formal and Casual categories. aLL also offers matching accessories like belts, ties, and handbags in a perfect size and fit. What stands out at aLL is the merchandise that has been designed and tailored keeping the fashion sensibilities of Indian customer in mind. The clothes are fashionable yet conservative, while the product mix undergoes many cycles and changes, depending on the needs and requirements of customers.

The stores are aesthetically and sensitively designed to cater to this niche set of customers who love the open wide spaces, clean cut lines, pastel colours that make up the inviting store layout and the even more remarkable customer friendly staff that are present to assist them in every way. So go on, shop big and shop for big, coz fashion just got a little larger!

CUSTOMER RELATIONSHIP MANAGEMENT

1. The customer is the king as said by the staff out at aLL. Since aLL caters to the niche market they have to be very customer friendly and have to cater to every need of the customer. 2. As said by Mr Brijesh Shah their volume of business is dependant on the existing customers or repeated customers. The staff knows the customers very well and understands their needs and the type of fashion wear purchased by them. 3. Green Card is provided by aLL to their repeat customers wherein they can avail various discounts at the store. Every purchase made by them adds points to the card and these points can be availed as discount. 4. If a particular size in not available for the customer. The staff gives the customer a call or sends a sms informing them that the size is made available and they can get it at the store. 5. aLL maintains the database for their regular customers and always informs them about the various discounts, offer, promotions at the store. 6. aLL has a started a concept called Fashion Friday wherein a discount of 5 % is given on the purchase and for Green Card holders they give a discount of 10 %

OVERVIEW OF RETAIL INDUSTRY IN INDIA

Retail Sector is the most booming sector in the Indian economy. Some of the biggest players of the world are going to enter the industry soon. It is on the threshold of bringing the next big revolution after the IT sector. Although organized retail market is not so strong as of now, it is expected to grow manifolds by the year 2010. The sector contributes 10% of the GDP, and is estimated to show 20% annual growth rate by the end of the decade as against the current growth rate of 8.5%. A CRISIL report says that the Indian retail market is the most fragmented in the world and that only 2% of the entire retailing business is in the organized sector. This suggests that the potential for growth is immense. There are about 300 new malls, 1500 supermarkets and 325 departmental stores currently being built in the cities across India. Estimates and predictions for retail sector:

At present, the industry is estimated to be at more than US$ 400 billion by a study of McKinsey. The Economist Intelligence Unit (EIU) estimates the retail market in India will increase to US$608.9 billion in 2009 from US$394 billion in 2005. KPMG Report says that the organized retail would grow at a higher rate than the GDP in the next five years. The retail sector would generate employment for more than 2.5 million people by the year 2010, predicts an analysis by Ma Foi Management Consultants Ltd.

Some of the players present in the industry: Archies, Bata India Ltd, Big Bazaar, Crossword, Ebony Retail Holdings Ltd., Fabmall, Food Bazaar, Globus Stores Pvt. Ltd., Health and Glow, Liberty Shoes Ltd., MTR Foods Ltd., Music World Entertainment Ltd., Pantaloon Retail India Ltd., Shoppers Stop, Style SPA Furniture Ltd, Subhiksha, Titan Industries, Lifestyle, etc. New entrants entering the market soon will be Reliance Retail Ltd, Wal-Mart Stores, Carrefour, Tesco, Boots Group, etc.

Modern Format retailers Supermarkets Hypermarkets Department Stores Specialty Chains Company Owned Company Operated

Traditional Format Retailers Kiranas: Traditional Mom and Pop Stores Kiosks Street Markets Exclusive /Multiple Brand Outlets Traditional vis a vis Modern Format Retailers

The retail boom will face a strong competition from the 12 million mom-and-pop stores. These are easily accessible and provide services like free home delivery and goods at credit, which is not possible with hypermarkets and supermarkets. Buying from Malls, Supermarkets and Department stores like Subhiksha, Marks & Spencers, etc. provide a different environment where one can pick and choose from a variety of products. Owing to the entry of such big players, the small shopkeepers fear losing their business. Reliance Retail Ltd. has been inviting such people to join in its Dairy business as franchisees.

Challenges The Indian Retail sector is constantly shakened with cut throat competition. It is also facing challenges in the form of shortages for management professionals, cash flow, supply chain management and frauds.

International retailers

There has been greater influence of brands like Walmart, Tommy Hilfiger, Carrefour, Marks & Spencer, Nike, etc in the big cities of India for long.

PEOPLE ON THE SALES FLOOR The people in the aLL store are always customer friendly. The salesman and women are well trained, well dressed (in uniforms) and extremely humble they know exactly what is placed where like the back of their hand so they dont have to think or search for a particular product when it is demanded by the customer. When a customer enters the store they greet them and ask them How may I help you Sir/Madam. The people are assets for aLL as they interact with customers who shop at their store regularly. It is very important for the people on the sales floor to be helpful & supportive because aLL database consists of customers who are going to visit the