Final Project

RETAIL MARKETING
Koutons India Ltd.(Siffa Apparels)
ACKNOWLEDGEMENT
Apart from the efforts of me, the success of this project depends largely on the encouragement and guidelines of many others take this opportunity to express my gratitude to the people who have been instrumental in the successful completion of this project.
I would like to show my greatest appreciation to Prof.TAHSEEN MAKANDAR.I cant say thank you enough for his tremendous support and helps feel motivated and encouraged every time I attend his meeting. Without him encouragement and guidance, this project not have materialized.
The guidance and support received from all the team who contributed and are contributing to this project, was vital for this project am grateful for their constant support and help.
Heena Balqham.
Abeda Inamdar Sr. College
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RETAIL MARKETING
SYNOPSIS
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RETAIL MARKETING
Definition of Retail Marketing
Retail marketing is comprised of the activities related to selling products directly to consumers through channels such as stores, malls, kiosks, vending machines or other fixed locations, according to the Free Dictionary. In contrast, direct marketing to consumers attempts to complete a sale through phone, mail or website sales.
The successful implementation of the components of the traditional marketing mix (product, place, price and promotion) is essential for success in retail marketing. The savvy marketer must have a thorough understanding of his or her customers to answer the questions that are implied by each of the 4 P's.
DEFINATION OF MARKETING
Marketing is defined by the American Marketing Association (AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
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RETAIL MARKETING
FUNCTIONS OF RETAILING:
Sorting Final consumers, in contrast, prefer a large variety of goods and services to choose from and usually buy them in small quantities. Retailers are able to balance the demands of both sides, by collection an assortment of goods from different sources, buying them in sufficiently large quantities and selling them to consumers in small units. The above process is referred to as sorting process Breaking Bulk. The word retailing is derived from the French word retailer, meaning to cut a piece off. To reduce transportation costs, manufacturers and wholesalers typically ship large cartons of the product, which are then tailored by the retailers into smaller quantities to meet individual consumption needs. Holding Stock Retailers maintain an inventory that allows for instant availability of the product to the consumers. It helps to keep prices stable and enables the manufacturer to regulate production. Additional Services Retailers ease the change in ownership of merchandise by providing services that make it convenient to buy and use products. Providing product guarantees, after-sales service and dealing with consumer complaints are some of the services that add value to the actual product at the retailers end. Retailers also offer credit and hire-purchase facilities to the customers to enable them to buy a product now and pay for it later. Channel of Communication Retailers also act as the channel of communication and information between the wholesalers or suppliers and the consumers. From advertisements, salespeople and display, shoppers learn about the characteristics and features of a product or services offered
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RETAIL MARKETING
. CLASSIFICATION OF RETAIL INDUSTRY Retail Sector can basically be classified in to two segments. One is organized segment and another one is unorganized segment. As far as India is concerned this organized segment contributes only to 3% of the retail trade and the unorganized segment contributes to remaining 97% of the retail trade. Why is it so?? Because all these days we have been purchasing only from the street vendors and from the local shops and organized retailing was not in vogue in India. Only after 1991, after opening up of economy and due to liberalization, this organized sector has come to light and presently it exists in various formats.
Super markets Hypermarkets Departmental stores Specialty stores
1) LOCATION: "Right Place, Right choice" Location is the most important ingredient for any business that relies on customers,
Abeda Inamdar Sr. College Page 5
RETAIL MARKETING
and is typically the prime consideration in a customers store choice. Locations decisions are harder to change because retailers have to either make sustainable investments to buy and develop real estate or commit to long term lease with developers. When formulating decision about where to locate, the retailer must refer to the strategic plan:
* Investigate alternative trading areas. * Determine the type of desirable store location * Evaluate alternative specific store sites
2) MERCHANDISE:
The primary goal of the most retailers is to sell the right kind of merchandise and Nothing is more central to the strategic thrust of the retailing firm. Merchandising consists of activities involved in acquiring particular goods and services and making
Them available at a place, time and quantity that enable the retailer to reach its goals. Merchandising is perhaps, the most important function for any retail organization, as it decides what finally goes on shelf of the store.
3) PRICING: Pricing is a crucial strategic variable due to its direct relationship with a firm's goal and its interaction with other retailing elements. The importance of pricing decisions
RETAIL MARKETING
is growing because today's customers are looking for good value when they buy merchandise and services. Price is the easiest and quickest variable to change.
4) TARGET AUDIENCE:
"Consumer the prime mover" "Consumer Pull", however, seems to be the most important driving factor behind the sustenance of the industry. The purchasing power of the customers has increased to a great extent, with the influencing the retail industry to a great extent, a variety of other factors also seem to fuel the retailing boom.
5) SCALE OF OPERATIONS: Scale of operations includes all the supply chain activities, which are carried out in the business. It is one of the challenges that the Indian retailers are facing. The cost of business
Replenishing Fixed Bins in the Warehouse

When you use the replenishment task, the system calculates the replenishment quantities that are necessary to maintain appropriate stock levels based on the current stock situation for each storage bin and entries in the material master record. The system then creates transfer requirements for the quantities needed. Afterward, you process the transfer requirements to
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RETAIL MARKETING
Create transfer orders according to the procedures you would normally use to carry out stock movements in WM.
To replenish stock to fixed bins in the warehouse, choose TransRqmt Create Replen.for fixed bin from the WM menu bar. This calls up the report RLLNACH1. Setting Up the Replenishment Task To implement the replenishment task, you must first define a WM movement type for storage types that use the fixed bin stock placement strategy. In the standard system, you can use WM movement type 319 (Replenishment to Production) as a copy template. For more information about movement types, see Activities Transfers in the Warehouse Management IMG documentation.. When you define the movement type, if you make an entry in the Automatic TO data field, the system will create transfer orders automatically from the transfer requirements. This field is linked to a control table that can be maintained to customize the automatic creation of transfer orders.
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RETAIL MARKETING
INTRODUCTION TO PROJECT
A project on Retail Marketing of SIFFA apparels an outlet of KOUTONS India Ltd.this project gives a detailed description of the retail marketing strategies like the store layout, store design, merchandising pattern, stock replenishment process, each and every effort made by the concerned outlet to enhance its sales, customer service, etc.it also continues with a descriptive survey conducted to know customers point of view for Koutons, its statistical data analysis and interpretation.
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RETAIL MARKETING
Company profile
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HISTORY
Koutons Retail India, a specialty discount company, operates through Koutons and Charlie Outlaw outlets Koutons Retail India has the Maximum number of Retail Outlets the company has a network of 1400 stores. The Company has also Stepped in Womens and Kids wear with the Brand name as Les Femme for Womens and Koutons Junior for kids brand they are targeting mainly Metros, Tier1 and Tier 2 cities Only
The Company was incorporated on November 25, 1994 under the Companies Act, 1956 as Charlie Creations Pvt Ltd. The name of the Company was changed to Koutons Retail India Private Limited with effect from February 7, 2006. The Company was converted into a public limited company and its name was changed to Koutons Retail India Limited with effect from June 27, 2006. The Company re-launched the brand Charlie Outlaw On October 5, 2006, with 104 Charlie Outlaw exclusive brand outlets were opened in a single day, which was recorded in the Limca Book of Records 2007
Koutons Retail India Ltd. is the leading retailer of readymade and fashion wear brand in the country today. With more than 1400 outlets across India, it has a wide range of apparel designs suited for all segments including corporate, formal and casual dressings. Koutons aptly creates the conducive environment for a family outing, making family shopping the best experience at an affordable price - all at one place. Making a humble beginning 18 years ago, Koutons is the pioneer in making fashion a household name, through unique promotional schemes and by bringing in modern and fashionable wear within the reach of all segments of society. Today Koutons garments are a name to reckon within both large and small cities with wile presence in the malls and at high streets. Koutons established its operations as Charlie Creations Pvt. Ltd. in garment manufacturing and exports in early 1991 under the brand name 'Charlie Outlaw'. It started the business of designing, manufacturing and retailing of apparels including formal shirts, trousers, jackets etc for men. In 1999, Koutons was born with the forward visionary thought of providing affordable men's wear for masses.
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The Company was converted into a Public Limited Company and consequently its name was changed to Koutons Retail India Limited with effect from June 27, 2006.Today, better known as Koutons Retail India Ltd., it has two brands "Koutons" & "Charlie Outlaw". In a world of tightening consumer expenditure, value retailers are placed better than their premium counterparts. In the stock markets, Koutons Retail, a value apparel retailer, has fared Relatively better than its peers, losing just about half its share value.
Trading at Rs 505, the stock is valued at 19 times its trailing 12- month EPS. On the basis of enterprise value, it is valued at twice its trailing 12 month sales and estimated FY-09 sales. Though a shade more expensive than other retail stocks, the companys prospects may justify current values. Holding this stock will deliver in the long term, as Koutons appears to be able to sustain revenues with its value-based positioning and scale of operations. It has also embraced the franchise route of expansion earlier than other players and, therefore, has a first-mover advantage.
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The Business Model Of Koutons Retail India Private Limited:
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ORGANISATION STRUCTURE
DPS kohli[chairmen]
krishnamurthy santhanum [director]
kailash chandra sharma [whole time director]
gurmeet singh sawhney [deputy managing director]
bhupender singh sawhney [managing director]
girish chandra raghubir [director]
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RETAIL MARKETING
PRODUCTS RANGE AT KOUTONS
KOUTONS MENSWEAR
The well known apparel house, Koutons Retail India Ltd. has unveiled their latest collection of menswear. This collection offers a wide range of formal and informal clothing for men for the age group of 18 years and above. Known for their comfort and durability the brand has become synonymous with 'fashion and quality' at affordable price'. The collection caters to men which includes the working professionals. The collection includes the shirts, T-shirts, pull overs, sweat shirts, denim and non-denim trousers, cargo and shorts for men.
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Koutons Retail launches 'Les Femme'
Koutons Retail India Ltd. has unveiled its women wear collection named "Les Femme". Les Femme collection offers a wide range of formal and casual wear for women. The collection Les femme caters to young women in the age group of 16-34 yrs of age and includes apparels like t-shirts, party wear, Lycra, semi formal shirts, denims, Capris, tunics cargos denims. The collection makes a fashion statement with Knits T-Shirt, shirts for formal and casual attire available in full, half and 3/4th sleeves etc.
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Koutons Retail launches Koutons Junior for kids
All set to redefine the kids wear market in the country, Koutons Retail India Ltd. has unveiled the Koutons Junior collection exclusively meant for the fashion conscious kids of 21st century. The collection offers a wide range of trendy and playful apparels for kids. Known for their comfort and durability, the brand has become synonymous with 'fashion and quality at affordable prices'. Koutons Junior offers a wide range of apparels t-shirts, shirts, night wear, capris, cargos, denims, dangerous to denim skirts for boys and girls in the age group of 2-15yrs. They have good variety in Formal Clothings and Party wear Shirts, the cloths are reasonably priced, and some time you may get really Good deal With various discount offers running 365 days, offers like 80% off, BUY 1 get 5, Buy 2 Get 11, 50%+40% off, 80+20% off please do not think that its FREE , this approach means you get 80% off on MRP + 20% off on the Discounted price
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RETAIL MARKETING
The Catchment Area: Store gets customer from around - 2KM radius of KALYANI NAGAR Below is the Layout of the Store (SIFFA APPARELS)
Its a FREE Form Layout
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RETAIL MARKETING
MARKET SHARE OF KOUTONS----Koutons Retail, which is one of the victims of 2008 meltdown, was listed on October 2007 at Rs.510. Subsequently, it registered the historic high of Rs.1085 just to see a sharp reversal towards the trough of Rs.308. In the last couple of years, the stock has lost more than 71 per Cent from the above said high. This is one of the counters, which did not participate in the 2009 rally in the market. In the weekly chart, it clearly depicts that the stock consolidated in the downside around Rs.380 level since August 2009 with volume. In the recent past, the stock witnessed a U turn by scaling above the crucial 50-WMA line. As well, the indicators corroborate the above stance by staying above the average line. The downside risk is limited for This counter as the stock failed to participate in the 2009 rally what with the stock posted a loss of nearly 25 per cent in the same period. Hence, any stay above Rs.380 level could lay a foundation to jump in the coming days. The crucial downside support remains at Rs.380 and Rs.320 while resistance stages at Rs.490 and Rs.545. Based upon the above said factors, we recommend the stock to buy for a target of above said resistance levels. Conservative traders can take the call with placing stop loss below the first support level on weekly close basis while aggressive traders can have second support level as stop loss on weekly close basis.
Shoppers Stop
Ohters
Koutons
Westside
Lifestyle Pantaloons
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RETAIL MARKETING
FUTURE DEVELOPMENTS AT KOUTONS Koutons Retail India Ltd reported Rs 35.5 crore net profits for the fourth quarter ended March 31, 2008. Its net sales stood at Rs 371.2 crore. Since the company got listed only in October, the previous result is available only for the December quarter, making the figures incomparable. The launch of Lesfemme (womens wear) and Koutons Jr. (kids wear) will continue to maintain healthy growth of the company. Koutons will continue to focus on maintaining and reinforcing the image of its existing exclusive brand outlets and also introduce its apparel to new geographical areas, said Mr. D.P.S. Kohli, Chairman, Koutons Retail India Ltd. With the view to strengthen its retail presence in India, apparel retailer Koutons Retail plans to increase the number of its stores from 1.420 to about 1,500 by March 2009. Speaking to India Retailing, Balwinder Singh Ahluwalia, president, Koutons Retail said, As a part of our expansion plan, we plan to open to launch 80 more stores by the end of FY 09.
However, the company plans to keep 90 per cent these stores on franchised model and the remaining 10 per cent as company-owned showrooms, informed Ahluwalia.
Further, the company plans to expand its retail space by taking basements and first floors of the buildings on lease. "Rentals drop by 30 to 50 per cent if we open our stores in basements or first floors", added Ahluwalia. The average space of the retail stores would extend from 900 to 3,000 square feet.
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AWARDS AND RECOGNITION:
Koutons Retail India not only has the maximum number of retail outlets but has also won many Awards for its Performance, Few of the awards are mentioned below
awarded the title "Best Menswear (Casual) Collection by Apparel Exporters and Manufacturers Association of INDIA.
Award received for best display of denim clothing from CMAI-Ashima Group. In 2000 Award received for Outstanding Domestic Sales from Clothing Manufacturers Association of India. In 2003 Mr. DPS Kohli was awarded the title of Entrepreneur of the Year by the Institute of Trade and Industrial Development In 2005 Nominated for the Brand of the Year-Men's Casual Wear (Large) by the Clothing Manufacturers Association of India. In 2005 Nominated for the Brand of the Year-Men's Casual Wear (Large) by the Clothing Manufacturers Association of India.
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Awarded the title Value Retailer of the Year 2006 by Star Retailer-The Consumer Way.
Nominated for the Chain Store of the Year at Apex Award, 2006 by the Clothing Manufacturers Association of India Mr. DPS Kohli was awarded the title of UDYOG VIBHUSHAN for Excellence in Industrial Performance by the Institute of Trade and Industrial Development. awarded the title Most Dynamic Brand of the Year 2006 by LYCRA Images Fashion Awards.
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RETAIL MARKETING
REVIEW OF LITERATURE
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TRADITIONAL RETAIL SCENE IN INDIA India is the country having the most unorganized retail market. Traditionally the retail business is run by Mom & Pop having Shop in the front & house at the back. More than 99% retailers function in less than 500Sq.Ft of area. All the merchandise was purchased as per the test & vim and fancies of the proprietor also the pricing was done on ad hock basis or by seeing at the face of customer. Generally the accounts of trading & home are not maintained separately. Profits were accumulated in slow moving & non-moving stocks which were to become redundant or consumed in-house. Thus profits were vanished without their knowledge. The Manufactures were to distribute goods through C & F agents to Distributors & Wholesalers. Retailers happen to source the merchandise from Wholesalers & reach to end-users. The merchandise price used to get inflated to a great extent till it reaches from Manufacturer to End-user. Selling prices were largely not controlled by Manufacturers. Branding was not an issue for majority of customers. More than 99% customers are price sensitive & not quality or Brand Sensitive at the same time they are Brand conscious also. Weekly Bazaar in many small tows was held & almost all the commodities were on the scene including livestock. Bargaining was the unwritten law of market. Educational qualification level of these retailers was always low. Hence market was controlled by handful of distributors &/or Wholesalers. Virtually there was only one format of retailing & that was mass retail. Retailer to consumer ratio was very low, for all the categories without exception. Varity in terms of quality, Styles were on regional basis, community based & truly very low range was available at any given single place. Almost all the purchases / (buying) by mass population was need oriented & next turn may be on festivals, Marriages, Birthdays & some specific occasions.
RETAIL MARKETING
Impulsive buying or consumption is restricted to food or vegetables etc. Having extra pair of trousers or Shirts or Casuals & Formals & leisure wear & sports wear & different pair of shoes for occasions is till date is a luxury for majority population except for those living in
Metros. Purchasing power of Indian urban consumer is very low and that of Branded merchandise in categories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food, Jewellery, are slowly
Seeping into the lifeline of Indian City folks. However electronic & electrical home appliances do hold appropriate image into the minds of consumers. Brand name does matter in this White goods categories. In the coming times also majority of organized retailers will find it difficult to keep balance with rest of the unbranded retail market which is very huge. Growth An increasing number of people in India are turning to the services sector for employment due to the relative low compensation offered by the traditional agriculture and manufacturing sectors. The organized retail market is growing at 35 percent annually while growth of unorganized retail sector is pegged at 6 percent. The Retail Business in India is currently at the point of inflection. Rapid change with investments to the tune of US $ 25 billion is being planned by several Indian and Multinational companies in the next 5 years. It is a huge industry in terms of size and according to management consulting firm Technopak Advisors Pvt. Ltd., it is valued at about
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RETAIL MARKETING
US $ 350 billion. Organised retail is expected to garner about 16-18 percent of the total retail market (US $ 65-75 billion) in the next 5 years. India has topped the A.T. Kearneys annual Global Retail Development Index (GRDI) for the third consecutive year, maintaining its position as the most attractive market for retail investment. The Indian economy has registered a growth of 8% for 2007. The predictions for 2008 is 7.9%.[] The enormous growth of the retail industry has created a huge demand for real
Estate. Property developers are creating retail real estate at an aggressive pace and by 2010, 300 malls are estimated to be operational in the country.
With over 1,000 hypermarkets and 3,000 supermarkets projected to come up by 2011, India will need additional retail space of 700,000,000 sq ft (65,000,000 m2) as compared to today.
Current projections on construction point to a supply of just 200,000,000 sq ft (19,000,000 m2), leaving a gap of 500,000,000 sq ft (46,000,000 m2) that needs to be filled, at a cost of US$1518 billion. According to the Icrier report, the retail business in India is estimated to grow at 13% from $322 billion in 2006-07 to $590 billion in 2011-12. The unorganized retail sector is expected to grow at about 10% per annum with sales expected to rise from $ 309 billion in 2006-07 to $ 496 billion in 2011-12
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PRIMARY DATA
SURVEY: I have conducted a small survey, by preparing a Questionnaire, and help customers fill them, The sample size of 20 customers was taken into consideration. This will help us understand the mindset of Consumer, which will help Koutons in improving their services & Offerings. The sample Questionnaire can be Seen below: 1) How often do you visit retail outlet for clothing-once in. 1 month 3months 6months 1 year
2) Which Brand would you prefer by keeping price and quality in mind? BRAND PRICE QUALITY PRICE AND QUALITY BOTH KOUTONS WIILS LIFESTYLE PANTALOONS
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LOCAL BRANDS LOOT
3) Do you shop at koutons? Yes No
4) Do you think prices of apparels of koutons are reasonably priced? Strongly agree Agree Neutral Disagree
5) Is the fashion at koutons according to the latest trends? Strongly agree Agree Neutral Disagree
6) Are you satisfied with the discounts running at koutons? Yes 7) You shop at koutons mainly for? Kids Wear Formals Suits s Regular Wear No
8) What do you think of koutons by keeping the following in mind? PREFERANCE QUALITY AMBIENCE MERCHANDISING CUSTOMER SERVICE EXCELLENT GOOD POOR V.POOR
9) Your purpose of visiting the koutons outlet? Quality Location Discounts Service Ambience
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10. You do not shop at KOUTONS because? I never heard dont know the location is bit costly
Does not maintain quality
11) What age group do you belong to? 1-12 13-18 20-59 60&above
12) Where do you reside Within: 1 km 2 km 4 km 6 km
13) What class do you belong to? Poor Middle Class Upper Middle Class
Would you recommend your friends/family members to purchase from koutons? Yes No
14) Would you prefer to shop at KOUTONS in future? Definitely I will think May be cant say
ANY SUGESSIONS OR RECOMMENDATIONS
SIGNATURE OF THE RESPONDANT
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SECONDARY DATA
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OBJECTIVES
To emerge as the most profitable retailer in India by being the most efficient ONE.
To provide contemporary fashion at affordable prices.
To cut away all areas of distribution and value chain that does not benefit the consumer. Fashion & Quality @ Affordable Prices
Respect for the customers views
Use our vast experience and insights for improved products.
Stay abreast with international developments
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RETAIL MARKETING

Achieve volume and sale to be globally competitive.
Growth through leadership.
SCOPE
The information\data given is applicable only for the retail management of the specified industry.
It is not concerned to any other objectives like market research, service marketing, consumer behavior, rural marketing, etc.
The information provided is retail centric and hence justifies its functions, characteristics, importance of retail management.
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ASSUMPTIONS
While researching on this project it is assumed that:
The information provided by the concerned authorities of the outlet is best and true in their knowledge.
The data provided is correct and reliable.
I declare that every part of the project that I have submitted is genuinely my own work
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LIMITATIONS
Transport problem.
Long route.
Industry official where not that co-operative.
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DATA ANALYSIS AND INTERPRETATION
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SHOPPING AT KOUTONS MAINLY FOR

KIDS WEAR FORMALS SUITS REGULAR WEAR
27% 46%
18% 9%
KIDS WEAR
FORMALS
SUITS
CASUAL
19%
27%
9%
46%
INFERENCE: From the data above, it can be concluded that shoppers visit Koutons mainly for casual wear, contributing to the most of the profit gained by selling merchandise.
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RETAIL MARKETING
BRAND PREFERENCE
40% 35% 30% 25% 20% 15% 10% 5% 0%
PRICE QUALITY PRICE AND QUALITY
BRAND
PRICE
QUALITY
PRICE AND QUALITY BOTH
KOUTONS WIILS LIFESTYLE PANTALOONS LOCAL BRANDS LOOT
10% 30%
20% 35%
20% 20%
40% 05% 05%
40% 05% 05%
40% 08% 07%
INFERENCE: In terms of price and quality, Pantaloons is the most favoured brand when compared to other retail giants, though Koutons and Wills Lifestyle together being on the second number
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CUSTOMER SERVICE AT KOUTONS

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% EXCELLENT GOOD POOR V.POOR
CUSTOMER SATISFACTION AT KOUTONS
EXCELLENT
GOOD
POOR
V.POOR
45%
25%
15%
4%
INFERENCE: According to the data given above, customer satisfaction is excellent as said by the consumer, while few customers say it is good and few says poor.
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CUSTOMERS OF KOUTONS
OLD PEOPLE 1% ADULT 28% KIDS 19%
TEENAGERS 52%
AGE GROUP 1-12 13-18 20-59
CATEGORY KIDS TEENAGERS ADULT
CUTOMERS IN % 19 52 28
INFERANCE: The above data describes the customers of koutons in the category as teenagers who account maximum percentage of customers, which follows by adults and kids who are 2:1 in the ratio.
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Chart Title
60% 50% 40% 30% 20% 10% 0% EXCELLENT GOOD
POOR V.POOR
AMBEINCE
MERCHANDISING
STORE LAYOUT
AMBIENCE EXCELLENT GOOD POOR V.POOR 20% 35% 20% 05%
MERCHANDISING 35% 45% 10% 06%
STORE LAYOUT 28% 55% 15% 02%
INFERANCE: The above chart explains comparison of ambience, merchandising pattern and store layout of koutons. Here merchandising pattern of the store mostly attracts people to the store and ambience has to be looked upon and store layout is satisfactory.
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PURPOSE FOR VISITING KOUTONS
QUALITY DISCOUNTS CUSTOMRE SERVICE AMBIENCE LOCATION
QUALITY 10%
SERVICE 5%
AMBIENCE 5%
LOCATION 25%
DISCOUNTS 55%
INFERANCE :From the above data it can be determined that most of the customers visit koutons outlet for its discounts offered and other factors like quality, service, ambience, location does not influence them for shopping at koutons.
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PREFERANCE FOR OTHER BRANDS
KOUTONS WILLS LIFESTYLE PANTALOONS LOCAL BRANDS LOOT
PREFERANCE FOR OTHER BRANDS 20% KOUTONS WILLS LIFESTYLE 10% 50% PANTALOONS LOCAL BRANDS 20%
INFERANCE: The above data describes the preference for other brands rather than koutons. It can be concluded that Pantaloons is preferred by many people, it holds a great priority in the market. Koutons and local brands go hand in hand and Wills Lifestyle is least liked by the people.
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REASON FOR NOT SHOPPING AT KOUTONS
I NEVER HEARD I DONT KNOW THE LOCATION PRODUCTS ARE COSTLY IT DOES NOT MATAIN QUALITY
REASON FOR NOT SHOPPING AT KOUTONS ANSWERS IN %
I NEVER HEARD
I DONT KNOW THE LOCATION
PRODUCTS ARE COSTLY
IT DOES NOT MAINTAIN QUALITY
30%
45%
1%
24%
INFERANCE: The above chart and table shows details about why people dont shop at koutons. Most of them say they dont know the location of the store,30% says that they dint heard of it, 40%says they doesnt maintain quality, and nearly 1% say that it is costly.
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PREFENCE FOR SHOPPING AT KOUTONS IN FUTURE

DEFINITELY 18%
CANNOT SAY 51% MAY BE 21%
I WILL THINK 10%
Preference for shopping at koutons in future
Definitely
I will think
May be
Cannot say
30%
20%
35%
15%
INFERANCE: The above data explains weather the customers of koutons will shop in future. Nearly 2\4 of them says may be they will shop,6 persons says they will definitely shop at koutons in future and few says that they cant say.
RETAIL MARKETING
FASHION IN ACCORDANCE WITH TRENDS AT KOUTONS

DISAGREE 10%
NEUTRAL 30%
STRONGLY AGREE 40%
AGREE 20%
STRONGLY AGREE IS THE FASHION AT KOUTONS ACCORDING TO LATEST TRENDS 40%
AGREE
NEUTRAL
DISAGREE
20%
30%
10%
INFERANCE: The above data gives description of the fashion trends at koutons. Where maximum people agree that the fashion at koutons is according to the latest trends 30% of the others are neutral i.e. agree and disagree both. And 10%of the people disagree it.
RETAIL MARKETING
SATISFACTION FOR DISCOUNTS AT KOUTONS
NO 25%
YES 75%
SATISFACTION DISCOUNTS AT KOUTONS
WITH RUNNING YESYES NNO
60%
40%
IINFERANCE: The above data illustrates the satisfaction of the customers with the discounts running at koutons. Here 60% of the respondents shows satisfaction towards it and 40% shows dis-satisfaction.
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RECOMMENDATIONS AND SUGGESTIONS
Koutons should improve the quality of its products. It should reform its marketing strategy. It should increase the range of products. It should put effort in creating brand image by stopping the offers like buy 1 get 4. Should change its image from discounted goods to superior goods.
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CONCLUSION
From the above data we can conclude that
1. Koutons needs to work on its promotional activities. 2. The quality maintenance at koutons is not good enough. 3. The ambience is not liked by the few customers. 4. It has lost its sales due to discounted goods. 5. Demand for regular wear at koutons more than other clothing such as formals kids wear and suits. 6. The major competitor of koutons is Just Casual. 7. The major customers of koutons are the Teenagers and Adults. 8. The store layout is not liked by the customers. 9. The primary target of koutons is middle class people which hold the maximum population, the growth potential is pretty good, and the goods are reasonably priced.
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RETAIL MARKETING
BIBLOGRAPHY & WEBLIOGRAPHY
Internet sites: www.koutonsparivar.com www.ehow.com www.scrbd.com www.wikipedia.com www.retail guru.com
News papers: The Times Of India The Economic Times.
BOOKS: Retail Marketing by Chetan Bajaj. Marketing Book-Phillip Kotler Retail Marketing text book of TYBBA
MAGZINES: RETAILER. BAZAR.
Page 49
RETAIL MARKETING
APPENDIX
Page 50

Final Project

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Final Project

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RETAIL MARKETING

Koutons India Ltd.(Siffa Apparels)

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

Definition of Retail Marketing

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

Super markets Hypermarkets Departmental stores Specialty stores

Replenishing Fixed Bins in the Warehouse

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

The Business Model Of Koutons Retail India Private Limited:

Abeda Inamdar Sr. College

krishnamurthy santhanum [director]

kailash chandra sharma [whole time director]

gurmeet singh sawhney [deputy managing director]

bhupender singh sawhney [managing director]

girish chandra raghubir [director]

Abeda Inamdar Sr. College

PRODUCTS RANGE AT KOUTONS

Abeda Inamdar Sr. College

Koutons Retail launches 'Les Femme'

Abeda Inamdar Sr. College

Koutons Retail launches Koutons Junior for kids

Abeda Inamdar Sr. College

Its a FREE Form Layout

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

AWARDS AND RECOGNITION:

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

LOCAL BRANDS LOOT

3) Do you shop at koutons? Yes No

Abeda Inamdar Sr. College

Does not maintain quality

12) Where do you reside Within: 1 km 2 km 4 km 6 km

ANY SUGESSIONS OR RECOMMENDATIONS

SIGNATURE OF THE RESPONDANT

Abeda Inamdar Sr. College

Abeda Inamdar Sr. College

To provide contemporary fashion at affordable prices.

Respect for the customers views

Use our vast experience and insights for improved products.

Stay abreast with international developments

Abeda Inamdar Sr. College

Achieve volume and sale to be globally competitive.

Growth through leadership.

Abeda Inamdar Sr. College

While researching on this project it is assumed that:

The data provided is correct and reliable.

Abeda Inamdar Sr. College

Industry official where not that co-operative.

Abeda Inamdar Sr. College

DATA ANALYSIS AND INTERPRETATION