PROJECT REPORT ON

A STUDY ON SALES & PROMOTIONAL ACTIVITIES OF APPARELS RETAIL STORE IN DELHI, NCR
(SUBMITTED IN THE PARTIAL FULFILMENT FOR THE AWARD OF MASTERS DEGREE IN BUSINESS ADMINISTRATION)

PROJECT GUIDE: Mr. SAYYED MOHD FAISAL (LECTURER)

SUBMITTED BY: MOHD ZAKIR MBA 4TH SEM MBA /08/32

AL-FALAH SCHOOL OF ENGINEERING AND TECHNOLOGY, DHAUJ, FARIDABAD. SUBMITTED TO: MAHARISHI DAYANAND UNIVERSITY ROHTAK (HR) MONTH AND YEAR OF SUBMISSION:
(MAY, 2010)

DECLARATION

I MOHD.ZAKIR Roll No. MBA/08/32 Class MBA of the AL-FALAH SCHOOL OF ENGENEERING & TECHNOLOGY, hereby declare that the Project Report entitled A STUDY ON SALES & PROMOTION ACTIVITIES OF APPARELS RETAIL STORE IN DELHI, NCR is an original work and the same has not been submitted to any other institute for the award of any degree. A seminar presentation of the Training Report was made on....and the suggestion as approved by the faculty were duly in corporate.

Presentation In charge (Faculty)

Signature of the candidate

Countersigned by Director / Principle of the Institute

ACKNOWLEDGEMENT

Being a student of Master of Business Administration Course research projects are essential exercise & every student of professional studies is compulsory to go through these type of project to find out the exposure of corporate world & its day-to-day dynamic characteristics. It was privilege for me to undertake my research project under guidance of MOHD FAISAL, I would like to express my deep sense of gratitude to him their contribution the completion of project might not be possible. I wish to acknowledge my gratitude to all respondent whose sincere response helped me to accomplish the project. Mr. SAYYED for their valuable

guidance inspiration and encouragement. I received from them all research period and without

MOHD ZAKIR

TABLE OF CONTENTS

DECLARATION ACKNOWLEDGEMENT

Chapter: - 1
1. Introduction
1.1- Introduction to retailing 1.2Indian apparel market

1.3- Major players in apparel retail

2. 3. 4. 5. 6.

Significance of the study Review of Literature Focus of the study Objectives of the study Limitations of the study

Chapter: - 2
1. Research methodology 1.1-universe and survey population
Type of Research Research approaches

1.2-Profile of the organization 1.3-sample size & techniques 1.4-data collection(primary & secondary)

Chapter: - 3
Objectives wise analysis (Micro Analysis)

Chapter: - 4
1. Conclusion 2. Suggestion & recommendation

Chapter: - 5
1. Questionnaire 2. Bibliography

3. INTRODUCTION
Retailing is the most active and attractive sector of the last decade. Its going through a transition phase not only in India but all over the world. Retailing includes the business activities involved in selling goods and services to consumers for personal, family or household use. It is the last stage in the distribution process. With India at the verge of rapid economic growth, disposable income with individuals is rising day by day. And people are spending like anything. This is the main reason for the growth in the retail segment. Apparel is one of the important branch of retailing Indias metro cities are the most attractive market for apparel store . Wills lifestyle, van heusen, m/w, john players, are the brands which are very much famous is delhi ,Kolkata, Chennai, Mumbai, and other metro cities.

The research is done to identify the market potential of the

retail sector, along with the

identification of the brand loyalty among customers. The research starts with the understanding of the retail sector, its market potential. The share of various segments in the Retail segment, and overall summary of Retail in India in the past, present and future. Followed by the understanding of the Retail, major Indian players in the apparel industry, licensee of international fashion players in India

The people in India are getting Brand conscious, majority prefer to wear branded western casuals. Reebok is the brand in apparels which clicks to the mind of people first, followed by Adidas and Levis. Among Indian players only ITC brands-Wills, John Players are the one which clicks the mind of the people. Although there is some difference between brand recalls and preference of a particular brand.

Research shows people in India regularly visit unorganized markets because they believe in unorganized markets sometimes they get cheap and handy stuff. Customers are always influenced by the advice of the accompanying person, thus satisfying customer on the spot can compel the customer to buy the product. People prefer trendy and comfortable apparels, and they dont believe to wear branded clothes on a special occasion. Majority of people who wears branded clothes wears it on any occasions. People with high disposable income are the main customers for branded apparels. And multi-brand outlets are the preferential place for customers to buy as they believe in MBOs they get variety. The revolution in retailing industry has brought many changes and also opened door for many Indian as well as foreign players. In a market like India, there is a constant clash between challenges and opportunities but chances favour those companies that are trying to establish themselves. Thus, to sustain in a market like India, companies have to bring innovative solutions. Indian market has potential to accommodate many retail players, because still a small proportion of the pie is organized. Retailing is still in its infancy in India. In the name of retailing, the unorganized retailing has dominated the Indian landscape so far. According to an estimate, the unorganized retail sector has 97% presence whereas the organized accounts for merely 3%. Industry has already predicted a trillion dollar market in retail sector in India by 2010. However, the retail industry in India is undergoing a major shake-up as the country is witnessing a retail revolution. The old traditional formats are slowly changing into more complex and bigger formats. Malls and mega malls are coming up in almost all the places, be it metros or the smaller cities, across the length and breadth of the country. A McKinsey report on India (2004) says organized retailing would increase the efficiency and productivity of entire gamut of economic activities, and would help in achieving higher GDP growth. At 6%, the share of employment of retail in India is low, even when compared to Brazil (14%), and Poland (12%). Govt of Indias plan of changing the FDI guidelines in this sector speaks of the importance attached to retailing. Recent moves by big corporate houses like Reliance Industries has further fuelled the major investments in retail sector. A strategic alliance, land acquisitions in prime areas give the essence of the mood in this sector. Both MNCs and

Indian firms want to get their share of this burgeoning pie. Notable in Indian firms are Pantaloons Retail & Big Bazaar, Trents Westside, Shoppers stop, Reliance, Subhiskha, Wills Lifestyle stores, Cafe Coffee Day, which are present in India in different retail formats. WalMart stores have just started operations in India. Some leading retail coffee chains of the world like Starbucks, Barnies are planning to expand in a major way in India.

The Indian retail sector

India is the country having the most unorganized retail market. Traditionally it was a familys livelihood, with their shop in the front and house at the back, while they run the retail business. More than 99% retailers function in less than 500 square feet of shopping space. The Indian retail sector is estimated at around Rs 900,000 crore, of which the organized sector accounts for a mere 3 per cent indicating a huge potential market opportunity that is lying in the waiting for the consumer-savvy organized retailer. Purchasing power of Indian urban consumer is growing and branded merchandise in categories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery, are slowly becoming lifestyle products that are widely accepted by the urban Indian consumer. Indian retailers need to take advantage of this growth and aiming to grow, diversify and introduce new formats has to pay more attention to the brand building process. The emphasis here is on retail as a brand rather than retailers selling brands. The focus should be on branding the retail business itself. There is no doubt that the Indian retail scene is booming. A number of large corporate houses Tatas, Rahejas, Piramalss, Goenkas have already made their foray into this arena, with beauty and health stores, supermarkets, selfservice music stores, new age book stores, every-day-low-price stores, computers and peripherals stores, office equipment stores and home/building construction stores. Today the organized players have attacked every retail category.

SIGNIFICANCE OF THE STUDY

ITCs Lifestyle Retailing Business Division has established a nationwide retailing presence through its Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle, the fashion destination, offers a tempting choice of Wills Classic work wear, Wills Sport relaxed wear,Wills Clublife evening wear, fashion accessories and Essenza Di Wills an exclusive range of fine fragrances and bath & body care products and Fiama Di Wills - a range of premium shampoos and shower gels. Wills Lifestyle has also introduced Wills Signature designer wear, designed by the leading designer of the country. With a distinctive presence across segments at the premium end, ITC has also established John Players as a brand that offers a complete fashion wardrobe to the male youth of today. With its brands, ITC is committed to build a dominant presence in the apparel market through a robust portfolio of offerings. Wills Lifestyle has been established as a chain of exclusive specialty class stores providing customer the Indian consumer and stores a truly 'International Shopping Experience' through worldambience, facilitation Our clearly have differentiated product presentation.

established themselves as preferred shopping destinations in the prime shopping districts across the country. At Wills Lifestyle, customers can browse at leisure, and shop in a relaxed and pleasing atmosphere. The use of space is refreshing, which is reflected even in the spacious changing rooms. Every store offers an international retailing ambience with the extensive use of glass, steel and granite, reflecting the most contemporary trends in store design, thereby creating a splendid

backdrop for the premium offerings.

Wills Lifestyle was named Superbrand 2009 by the Superbrands Council of India recently. Wills Lifestyle has been twice declared 'The Most Admired Exclusive Brand Retail Chain of the Year' at the Images Fashion Awards in 2001 & 2003. as well as'Most Admired Fashion Brand of the year - Fashion Forward' in 2009. Wills Lifestyle is the title partner of the countrys most premier fashion event - Wills Lifestyle India Fashion Week. Taking the celebration of the event to its stores, Wills Lifestyle has partnered with several leading designers including Manish Arora, Rohit Bal, Shantanu & Nikhil, Rohit Gandhi & Rahul Khanna whose new edition of Designer wear is now available at Wills Lifestyle stores.

Wills Sport, fashionable relaxed wear for men and women has, over thirteen seasons, become the vibrant face of contemporary fashion. At the Images Fashion Awards 2001,Wills Sport was declared The Most Admired Brand Launch of the Year'. Following this, Wills Sport was declared 'The Most Admired Women's wear Brand of the Year', at Images Fashion Awards 2002. Wills Sportpresents a collection designed as the perfect medley of interesting patterns and premium fabrics. Fine knitted sweaters and trendy mock necks create magic in balmy winter afternoons. The collection also features rich hues of corduroys and premium Italian jackets.

Wills Classic work wear was launched in November 2002, providing the premium consumer a distinct product offering and a unique brand positioning. Featuring luxurious fabrics crafted to perfection with the most contemporary styling, Wills Classic work wear is positioned as the brand for new age leaders, who are changing the rules of business and encouraging a dynamic culture of enterprise, innovation and teamwork. Showcasing the epitome of new age luxury, the collection features the finest shirts crafted in Italy. These are complemented by exquisite trousers and jackets made by European master craftsmen.

Wills Lifestyle complements the range of premium apparel with a tempting choice of fashion accessories. This season a wider choice of accessories will be offered across ties, cuff links, socks, caps, hand bags, wallets, belts, eyewear and shoes. Wills Lifestyle presents ''Occasions'' a beautiful, ready to present gift pack with an exquisitely designed Gift Certificate that can be redeemed against a range of apparel, accessories and personal care products.

ITC forayed into the youth fashion segment with the launch ofJohn Players in December 2002 and John Players is committed to be the No. 1 fashion brand for the youth. This foray leverages ITCs proven competencies in understanding consumer insights, brand building and design capabilities. John Players offers a complete and vibrant wardrobe of Casual wear, Party wear, Work wear, Denims, Outer wear and Suits & Jackets, incorporating the most contemporary trends, an exciting mix of colors, playful styling, trendy textures and comfortable fits. The brand is available across the country through a nation-wide network of over 220 exclusive stores and over 1500 multi-brand outlets. At the Images Fashion Awards 2005, John Players was declared 'The Most Admired Shirt Brand of the Year'.

At the Images Fashion Awards 2007, John Players was awarded the 'The Most Admired Fashion Campaign of the Year' award. With Celebration Gift Certificates, John Players presents a new way of festive gifting.

Having built a powerful brand portfolio that is making waves across the country, ITC's Lifestyle Retailing is poised to grow and build a dominant presence in the country's fashion industry.

OBJECTIVES OF THE STUDY

A study on sales and promotional activities of apparel store in Delhi NCR.

 The study shall be conducted to known what are the various sales & promotional activities are performed at store level to enhance the sales. Then, the basic objectives behind implementation of the sales promotion program are identified. Later, an optimal promotional program that would help in achieving the set objectives is designed. The sales promotion program is then implemented. Finally, the results obtained from the sales promotion are analyzed, to incorporate the findings in future campaigns. To study the about Wills Lifestyle brand. Increasing awareness of various products of Wills Lifestyle brand. In a market like India, there is a constant clash between challenges and opportunities but chances favour those companies that are trying to establish themselves. To sustain in such a volatile market, companies have to bring innovative solutions. With the advent of modern format retailers and the growth of plastic cards, affluent urban Indians are shopping like never before. As apparel retail is led by fashion, a retailer needs to keep a close watch on fashion amongst teenagers, as they are the trend setters. Seasonal variations on stocking pattern and need to clear inventory at the end of season should be understood by apparel retailer. This highlights the importance of sales promotions- short term activities which induces trade or consumer to buy now, rather than in future, as the value of apparel after the season goes down substantially and inventory carrying burden turns out to be very high. Apparel retailer needs to understand critical role of sales promotions. The topic of the project is to perform a study on sales & promotion activities of apparel retail stores in Delhi,NCR. To accomplish the above, three apparel retail stores of different well known business groups, located in cp.market area of Delhi were surveyed and interviewed. The responses were analyzed and results were obtained. The core purpose of the survey was to study the sales promotion activities performed by apparel retail outlets which results in stimulating product interest, trial, purchase and stock clearance.

PURPOSE & IMPORTANCE

It is vital for every organization to know its consumers insideout and act accordingly & timely to the ever changing trendsof the market. Along with this know-how of consumers, it isalso crucial to be acquainted with the competitors. The reportdeals with gaining an insight into the choices and preferencesof the customers of high-end apparel brands. It delves intoknowing what the expectations of a consumer from a brand(or product) are and what leads him into making a purchaseor into choosing a brand over another.This project undertaken is an attempt to measure the brand effectiveness of Wills Lifestyle, based on a comparative studyconducted in the Connaught place market. This study takesinto account both the consumers and the competitors of the brand.

LIMITATIONS
The study conducted for the brand has been undertaken in the Connaught Place Market. All the surveys conducted as well as the showrooms of the competing brands visited were limited to this market. The survey method takes into account the responses of customers. These responses may be incomplete and sometimes biased. Paucity of data related to competitors is another limitation which might lead to insufficient knowledge about the competitor.

COMPANY PROFILE
ITC Lifestyle Retailing Business Division made foray into the Rs. 200 billion ready to wear apparel industry with the launch of its Wills Sport range of internationally-styled premium relaxed wear for men & women in the year 2000. The companys first exclusive store Wills Lifestyle was opened in South Extension in Delhi in July 2000. The WLS chain of exclusive stores later expanded its range to include Wills Classic formal wear in 2002 and Wills Clublife evening wear in 2003. Later in 2006, WLS became the title partner of the premium fashion event India Fashion Week. This association has helped the brand grow stronger and also make the product portfolio richer. The lifestyle retailing business division also caters to the midsegment market through its brands John Players and Miss Players.

HISTORY THE REVOLUTION

The Connaught Place Market Connaught Place, popularly known as CP, has a long and distinguished history behind it. Named after the Duke of Connaught, a member of the British royal family, this market was designed by Robert Tor Russellin collaboration with WH Nicholls. The British believed that a market in the shape of a horse shoe would prove lucky for both shoppers and shop keepers .Definitely, there may be something in that as Connaught Place, which was built in 1931 when capital shifted from Calcutta to Delhi, continues to be Delhi's premier shopping destination even today. Apart from being the commercial and business hub of Delhi, CP has countless restaurants, watering holes, shops and cinema halls too. One can find outlets of almost all international brands available in India in the Inner Circle: Benetton, Van Heusen, Allen Solly, Louis Philippe, Reebok, Nike, Levi's Strauss, Puma - to name a few. The state emporia buildings are also located in this area, so are the head offices of major banks, airlines and other such things of importance to the tourist. The complex is an important meeting point for all sections of people. Even tourists dont miss it for nothing else than for its architecture and the humdrum of everyday life. There are some excellent bookshops too. CP mainly consists of fastmoving shoppers where mornings cater to the school or college going kids in the age group of 16 to 22. In the afternoons, maximum people found roaming here are working professional or government employees working in the vicinity of the market (from LIC or Barakhamba Road like Prakashdeep building, etc), coming to the shopping areas in their lunch breaks. Towards the evenings we can see more of couples & families coming in for shopping. Also, a lot of tourists from abroad come to shop here mainly in day time.

Comparative Study of Store

Poor firms ignore their competitors; Average firms copy their competitors; Winning firms lead their competitors. Competition can be defined as A market in which rival sellers are trying to gain extra business at one another's expense and thus are forced both to be as efficient as possible and to hold their prices down as much as possible. Competitors, on the other hand are, those firms or individuals who seek to satisfy the same customers or customer needs and offer similar products or services, close substitutes or brands to them. CP inner circle mainly consists of international brands like United Colors of Benetton, Van Heusen, Levis, Louis Philippe, LP Youth, etc. which majorly cater to the same target segment as WLS and thus count as competitors for the brand. Since Wills is a complete wardrobe solution with its brand Wills Sport, casual wear brands Benetton and Levis also form competition. Along with the presence of all these international brands, there are Indian brands like Raymonds, Prax, and many more which also compete for the customers share of wallet.

Block-wise location of Brands:

Block C Van Heusen (Men) - Lee Block D Louis Philippe Block E Wills Lifestyle Van Heusen (Women) Benetton Allen Solly Color Plus A new Benetton store is scheduled to open at E-3 in the month of May. Along with these there are brands like Spykar & Puma in the same block which are coming up very well.

Block F Levis Store LP Youth Apart from this, Blocks A and B witness the highest footfall in CP due to the presence of some famous eating joints like Wengers, Keventers and McDonalds. Actual Competitors: Van Heusen, Louis Philippe, Allen Solly, Levis, United Colors of Benetton, Color Plus. Also the following Potential Competitors namely Puma, Spykar & GAS were identified during the course of the survey as a large number of people were found to be interested in these brands and were also seen shopping from them (number of carry bags spotted with shoppers.

REVIEW OF LITERATURE
RETAIL INDUSTRY IN INDIAThe Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually. The India retail industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore by the year 2010. Stocks in the retail sector are also becoming increasingly attractive from an investor's point of view. Successful development of value based concepts as well as development of retail space in smaller cities and towns shall drive the organized retail into the next levels of cities. Retailers have responded to this phenomenon by introducing contemporary retail formats such as hypermarkets and supermarkets in the new pockets of growth. Prominent tier-II' cities and towns which are witnessing a pick-up in activity include Surat, Lucknow, Dehra Dun, Vijaywada, Bhopal, Indore, Vadodara, Coimbatore, Nasik, Bhubaneswar, Varanasi and Ludhiana among others.

With consumption in metros already being exploited, manufacturers and retailers of products such as personal computers, mobile phones, automobiles, consumer durables, financial services etc are increasingly targeting consumers in tier II cities and towns. In addition, petro-retailing efforts of petroleum giants scattered through out the country's landscape have also ensured that smaller towns are also exposed to modern retailing formats. On the supply side, mall development activity in the small towns is also picking up at a rapid pace, thereby, creating quality space for retailers to fulfill their aggressive expansion plans. Thus, the retail boom', 85% of which has so far been concentrated in the metros is beginning to percolate down to smaller cities and towns. The contribution of these tier-II cities to total organized retailing sales is expected to grow to 20-25%. Favorable demographic and psychographic changes relating to India's consumer class, international exposure, availability of increasing quality retail space, wider availability of products and brand communication are some of the factors that are driving the retail in India. Over the last few years, many international retailers have entered the Indian market on the strength of rising affluence levels of the young Indian population along with the heightened awareness of global brands and international shopping experiences and the increased availability of retail real estate pace. Development of India as a sourcing hub shall further make India as an attractive retail opportunity for the global retailers. Retailers like Wal-Mart, GAP, Tesco, JC Penney, H&M, Karstadt-Quelle etc stepping up their sourcing requirements from India and moving from thirdparty buying offices to establishing their own wholly owned / wholly managed sourcing & buying offices shall further make India as an attractive retail opportunity for the global players. Buying volumes for many of these players are already in the range of INR 10-20 billion per year, with reported plans to step up to INR 100-150 billion within the next 3-4 years. The next level of opportunities in terms product retail expansion lies in categories such as apparel, jewellery and accessories, consumer durables, catering services and home improvement. These sectors have already witnessed the emergence of organized formats though more players are expected to join the bandwagon. Some of the niche categories like Books, Music and Gifts offer interesting opportunities for the retail store. . Wholesale trading is another area, which has potential for rapid growth. German giant Metro

AG and South African Shoprite Holdings have already made headway in this segment by setting up stores selling merchandise on a wholesale basis in Bangalore and Mumbai respectively. These new-format cash-and-carry stores attract large volumes from a sizeable number of retailers who do not have to maintain relationships with multiple suppliers for all their needs. Rural Retailing : Of late, India's largely rural population has also caught the eye of retailers looking for new areas of growth. ITC launched the country's first rural mall Hariyali Bazaar' , that has initially started off by providing farm related inputs and services but plans to introduce the complete shopping basket in due course. Other corporate bodies include Escorts, and Tata Chemicals (with Tata Kisan Sansar) setting up agri-stores to provide products/services targeted at the farmer in order to tap the vast rural market. Potential for all Formats to Thrive : Most of the global powerhouses in the retailing sector such as Wal-Mart, Carrefour, Tesco etc have adopted multi-format and multi-product strategies in order to customize their product offering for distinct target segments. Similar trends are likely to be exhibited in India as all formats present prospects for growth, the Report says. Further, with the emergence of larger store formats like superstores and hypermarkets in countries like UK, France, Germany, Spain since the 1980s and Eastern Europe more recently, traditional food retailers have been able to stock more extensive non-food ranges. In fact, Tesco, UK's leading grocer, has become the number one apparel retailer in the Czech Republic and also a major player in Hungary apart from being one of the fastest growing clothing retailers in the UK. Together with its rival, Wal-Mart-owned ASDA, Tesco is one of the food sector's most successful exponents of clothing in Europe. The Report goes on to detail a wide variety of roadblocks that hamper the growth of otherwise upbeat scenario. A few of them are regulatory barriers, fragmented suppliers, lack of skilled personnel, differential taxation system, labour legislation and lack of industry' status. India is now ready to leapfrog into the next stage of evolution where a large number of Indian and international retailers would build scalable models with a pan-India appeal with a view to be sustainable in the long term. Already, players are becoming profitable after having gone through their respective learning curves indicating the viability of organized retailing across formats.

Opportunities are abundant, across formats and categories, as the new Indian consumer has clearly demonstrated a readiness for all organized retailing segments. Moreover, as has been the case in retail markets across the globe, the influx of foreign brands into India shall transform the retail landscape as domestic players grow bigger and become more innovative in the face of enhanced competitive pressures. All this can only spell good news for the Indian consumers who will be inundated with a flurry of state-of-the-art products and services at reasonable prices a state they have long craved for.

Retailing in India Total Consumer Spend in the Year 03-04 INR 9300 billion ( USD 375 billion) growing over 5% annually Retail sales 55% at INR 280 billion (USD 205 billion) Organised Retail Only 3% but growing at 30% Organised retail to cross INR 1000 billion mark by 2010 INR 200 billion investment in the pipeline Top 6 cities account for 66% of total organized retailing. Overwhelming acceptance of modern retail formats. Fashion drives organized retail. 2004 figures : Organised retail : Rs. 280 billion Clothing, Textiles & Fashion accessories: 39% Footwear 9% Jwellery & watches 7% Mobile hand sets & accessories 3% Health & Beauty (including services) 2% Food & Grocery 18% Durables 13%

 Books, Music & Gifts 3% Home 3% Pharma 2% Entertainment 1% 2005 Projection for Organised Retail Rs. 350 billion Indian Retail Where it stands Five Reasons why Indian Organized Retail is at the brink of Revolution : > Scalable and Profitable Retail Models are well established for most of the categories > Rapid Evolution of New-age Young Indian Consumers > Retail Space is no more a constraint for growth > Partnering among Brands, retailers, franchisees, investors and malls > India is on the radar of Global Retailers Suppliers Looking Ahead Many strong regional and national players emerging across formats and product categories Most of these players are now geared to expand far more rapidly than the initial years of starting up Most have regained / improved profitability after going through their respective learning curves

INDIAN APPAREL MARKET

As disposable income in India is rising, people are spending large amount of their incomes on their dressing, further study is done to understand what is Indian apparel market like-its expected growth, share of mens, womens, kids apparel in total apparel market. etc.

SIZING UP WHAT INDIA WEARS Indian Apparel Market valued at Rs.88, 000 crore, Growth rate 13.6% in 2005 Currently Indian Apparel market is at Rs.88,340 crore, which is an overall growth of 13.6 percent over 2004 and is significantly higher than the 12.1 percent growth achieved during 2004 when the market was valued at Rs.77,740 crore. Continuing the previous year's trend, the highest growth in volume (8%) as well as value (21%) terms was observed in the school uniform segment, which shows immense potential for branded players. The women's segment has also grown at a high pace, volumes (5.4%) and value (14.9%) both growing at a higher rate than the previous year. SOURCE: - KSA Technopak

Lion's share of the apparel market, 45 percent in value terms, remains with the Men's segment. The women's segment has increased its overall market share by one percent to a total of Rs.30, 380 crore. There is a corresponding drop in kids' segment share to 17 percent from 18 percent last year. This drop in share of kids' apparel segment is also due to an increase in usage of readyto-wear branded uniforms, besides other factors. The Study notes a steady decline in market share of men's segment, from 38.1 percent in 2002 to 36.9 percent in 2005 and a similar decline in the market share of kid's segment from 16.2 percent in 2002 to 14.8 percent in 2005. This decline was more pronounced in 2005 as a result of a sharp increase in the market share of women swear (from 31.7% in 2004 to 32.1% in 2005) and uniforms (from 8.2% to 8.7%).

INDIA'S APPAREL MARKET SIZE 2002 Volume Value ('000 units) MENSWEAR UNISEX APPAREL KIDSWEAR UNIFORMS TOTAL 417810 4215 1139870 9950 372960 4660 4421890 61290 434340 5240 1180290 10810 397210 5460 4609670 69330 452020 5835 1222280 11745 423020 6345 4807770 77740 470978 6615 1268933 13085 456862 7675 5033524 88340 1254370 23335 WOMENSWEAR 1236880 19130 2003 Volume Value units) 1297220 26090 1300610 21730 (Rs.Cr,) ('000 2004 Volume Value units) 1342140 29135 1368310 24680 (Rs.Cr,) ('000 2005 Volume Value (Rs.Cr,) units) 1393639 32590 1443113 28375 (Rs.Cr,) ('000

MAJOR PLAYERS IN APPAREL RETAIL

Kewal Kiran Apparels Private Limited11

Kewal Kiran Apparels Private Limited was incorporated on January 30, 1992 as a partnership firm. With effect from November 02, 2005, the company became a public company under the name of Kewal Kiran Clothing Limited (KKCL). The Company is a branded apparel player in the business of designing, manufacturing, branding and selling of ready-made apparels in the mens segment and other accessories under its various brands. The major Brands of the company are: Killer Lawman Easies Integriti The Company has integrated manufacturing facility, from cutting to finishing & packaging. It also has its own retail outlets in the brand name of K Lounge. The Company has proposed to expand its manufacturing capacity to 4 million pieces p.a. from current 2 million pieces p.a. and it also plans to increase the retail outlet from current 29 to 143 by end of March 2008.

Distribution Network The company has a good and well established distribution network in all parts of India. The distribution of the companys products is done through Multi Brand Outlets, National Chain Stores, and their own retail outlets known as K Lounge. The company is planning to increase the number of retail outlets (K Lounge) from present 29 to 143 by March 2008.

Entering in new segment KKCL is predominately into men apparel wear, and now the company is planning to enter into womens wear and kids wear. In the initial stage the company will introduce the womens denim wear and casual wear in the existing brands.

Pursue Inorganic Growth In order to upgrade and enhance the manufacturing and marketing capabilities the company may acquire units/undertakings manufacturing woven or knitted apparels. The company may also acquire brands having ready presence in womens wear and kids wear.

Gitanjali Lifestyle Products Pvt. Limited

Gitanjali Lifestyle Products Pvt Limited (GLP) is a young company established in September 2003, by M/s K Mohan and Co. one of the largest garment export houses in the country in partnership with Indusage Advisors a leading boutique corporate finance group based in India and Singapore. GLP has created a chain of small format retail store in the name Primus Value stores which has selling space of 100,000 square feet in a total of 80 stores and growing across 100 markets in 56 markets in 17 cities in the country. Competency of GLP is retailing and distribution of lifestyle products with specific regard to apparel, shoes and related accessories (both fashion and sports). GLP is a leading contender in the changing scene of organized retailing in the country with unique value proposition. GLP retails products of global giants like Adidas, Dockers, Levis, MTV, Nike, Reebok, Sykes, Tommy Hilfiger and United Colors of Benetton. GLP is the exclusive national licensee for MTV clothing and Accessories. The company also has an inhouse brand called @ease, which is a semi formal menswear brand.

TCNS CLOTHING COMPANY

TCNS Clothing Company Private limited is a 100% subsidiary of TCNS exports which is a major manufacturer of garments for Wal-Mart, GAP, and TOMMY HILFIGER etc. for worth 450 crores.

PANTALOON RETAIL (INDIA) LIMITED

Pantaloon is one of the largest fashion houses in India and one of the largest retailing conglomerates. With many of the famous like John Miller, BARE etc. It is also involved in designing new age of fabrics & fashion apparels. It has acquired more than 3.50 lacs sq. feet retailing space and group turnover is more than 400 crore. Pantaloon Retail is the flagship enterprise of the Future Group. Pantaloon Retail (India) Limited has spread across various businesses and cities in India. Pantaloon owns multiple retail formats and is able to cater to a large section of the society. The company has over 140 stores across 32 cities in India and 14000 employees. The organization made an incursion into the modern retail (fashion) in 1997. Big Bazaar, a hypermarket chain, was introduced in the year 2001, with an Indian touch of convenience and hygiene. Food Bazaar, food and grocery chain, and Central Mall located at various Metros are other important parts of the group.

Background
Incorporated in October 1987 under the leadership of Mr. KishoreBiyaniBecame public limited in 1991 The Pantaloon Shoppe-exclusive menswear store was set up in 1994 Big Bazaarunder the concept of Hypermarket started in 2001 Pantaloon Retail India Limiteda flagship enterprise of The Future Group Retail sector activities -Departmental Stores, Hypermarkets, Supermarkets, Malls and Specialty Stores website: www.pantaloon.com

Business Area
The Future Group operates through six verticals : Future Retail covering retail business Future Capital catering to financial products & services Future Brands managing all the brands owned or managed by group companies Future Space managing real estate business Future Logistics managing supply chain and distribution Future Media developing and managing retail media space

Business Strategy Targeting greater market share by entering into formats such as departmental stores, supermarket, hypermarkets, malls etc.
Developed a Dual Strategy Of opening smaller versions in its flagship stores like BIG BAZAAR Opening larger Independent Stores.

Currently adopted retail format by the group:

Lifestyle Segment-

 Pantaloon Central

ACME CLOTHING PRIVATE LIMITED

Acme clothing private limited is a leading garment company marketing its garments and accessories under brand name PROVOUGE through a chain of exclusive franchisees and retail multi-brand outlets (MBOs).

INDIAN TERRAIN CLOTHING PRIVATE LIMITED

Is a subsidiary of celebrity clothing who is leader in garments exports to Marlboro classics, next, GAP, Lee Cooper and other reputed international brands. With its strength in the field of manufacturing it launched its National Brand under the name INDIAN TERRAIN

ITC LIFESTYLE BUSINESS RETAIL DIVISION

Is a subsidiary of Indian Tobacco Company, now has a large share of Indian market with its brands like WILLS and JOHN PLAYERS.

Wills Lifestyle

ITC has made a presence in the Retail sector through its exclusive specialty store -'Wills Lifestyle'. It has developed itself as a fashion destination offering a range of apparels and accessories. Top designers of the industry design these clothes. The store offers Wills Classic work wear, Wills Sport relaxed wear, fashion accessories and bath & body care products. Wills Lifestyle has also developed John Players as a brand that offers a fine collection of clothes for dynamic and vibrant people. ITC believes in the philosophy of enjoying the changing environment. This season Wills Lifestyle has brought a complete array of products for very aspect and mood of life be it work, relaxation or party. The store offers a truly 'International Shopping Experience' through world-class environment and a robust portfolio of offerings.

Background

Over the last five years, ITC's Lifestyle Retailing Business Divisionhas established a nationwide retailing presence through its Wills Lifestylechain of exclusive specialty stores. Beginning with its initial offering of Wills Sportrelaxed wear, it has expanded its basket of offerings with Wills Classicformal wear, Wills Clublifeevening wear and a tempting range of Designer accessories. With a distinctive presence across segments at the premium end, ITC has also established John Players a brand that offers a complete fashion wardrobe to the youthsegment.

Business Strategy
With its brands, ITC aspires to build a dominant presence in theapparel market through a robust portfolio of offerings. Wills Lifestyle has been established as a chain of exclusive specialty stores providing the consumer a truly 'International Shopping Experience' through world-class ambience, customer facilitation and clearly differentiated product presentation. To enhance product availability through expansion of Wills Lifestylechain of exclusive stores in high potential catchment malls. The brand is now available in over 150 locations through exclusive brand outlets(EBOs) and shop-in-shops.

MADURA GARMENTS

Part of INR 33000 Cr. AV Birla Group of companies, Madura Garments is manufacturer, brand owner and retailer in India with a turnover INR 420 Cr.In its stable are some of the best known international clothing brands in India-Louis Philippe, Van Heusen, Allen solly and Peter England as well as a new brand of Mens jeans wear and youth clothing- SF jeans.

Background
Established in 1988 as the garment division of the Indian subsidiary of Coats Viyella (UK) In 1999, Aditya Birla Group acquired Madura Garments and is now a part of Aditya Birla Nuvo Limited

 focuses on mens shirt and trousers and has also diversified into jeans and western wear for women The company owns several brands like Louis Philippe, Van Heusen,Allen Solly, SF Jeans and Peter England Website: www.adityabirlanuvo.co.in

Business Strategy
Plans to strengthens its portfolio in womens wear, premium clothing and accessories. Has tie-up with ESPIRIT, an international life style brand. Expanding its retailing network by marketing womens wear under the Van Heusen brand. Recently the company acquired Trinetra, chain of 174 convenience store in south India.

ARVIND BRANDS

Leader in clothing segment in India with brands like Wrangler, Ruff & Tuff, and Excalibur etc.

Background
Subsidiary of Arvind Mills, a major garment manufacturing player Caters to the domestic market and is also involved in exports It has 3 large manufacturing units, 2 warehouses and 400 sales outlets across the country The company has its owned brands and licenses from reputed international brands like Lee, Wrangler, Gantt, Arrow and Tommy Hilfiger for selling in the Indian market It distributes its products through Multi-Brand Outlets (MBOs), organised retailers and Exclusive Brand Outlets(EBOs)

 The company manages various brands like Flying Machine, Newport and Ruf & Tuf in denim trousers and Excalibur in shirts Website: www.arvindmills.com

Business Strategy

Excaliburthe companys own brand is revamped as a lifestyle brand Expanding the product portfolio to include knits, jackets, t-shirts, blazers and suits Planning to set up 100 Excalibur outlets Recently entered into a 40-60 Joint Venture with VF Corporation, a US-based lifestyle apparel maker and owner of 50 brands, to market its products in India VF Corporation owns brands such as Lee, Vanity fair, Wrangler, Nautica, JanSport and Kipling This tie-up has also made the company an exclusive franchisee of Gantt Its a distributor for the brand across India, Sri Lanka and Bangladesh VF Arvind brands Pvt. Ltd. Plans to open 13 Nautica Stores Arvind Millsplans to open around 100 megamart stores across 100 cities thereby enhancing their existing network 54 outlets in 16 cities This would increase its presence in Tier II cities as well

Armani
Finally, there is a timeline for one of the worlds greatest luxury brands to enter India. Giorgio Armani will set up shop in India latest by mid 2007, with four stores in two cities, Mumbai and Delhi. The two brands will be Giorgio Armani and Emporio Armani. Commercial director, Emporio Armani, Francesco Tombolini confirmed to ET that the world-famous brand will enter India.

Whether the 1.5 billion euro privately-held company will enter the country directly, or with a partner, or decide on the franchisee route is still not decided. Mr. Armani is certain about wanting a presence in India and it is a market, we have been exploring for a long time and we are looking at arriving at the route of entry within a year, said Tombolini.

The ideal partner, says Tombolini, will be one who respects Armani, understands that it is lifestyle and will not use the name just to leverage his business. The over billion euro fashion house, is convinced that it is not too late and neither is it worried about competition. Tombolini says there is space for all. The market is new. Even though close to 33% of its turnover comes from Europe, Asia and specially China has been growing fast. In fact, the 40 stores of the 300 odd stores worldwide, which are in China contribute 10% to the groups turnover. Even as the worldwide accessories market grows, as much as 52% of the groups turnover comes from apparel and the flagship brand Giorgio Armani draws the larger chunk of consumers at 33%. Is Tombolini looking to manufacture or outsource to India? In keeping with their new business plans, Tombolini says they would always work with a Made for Armani rather than a Made in India partnership and the area that Tombolini is looking at is in the leather beaded business working exclusively for Armani. We would choose someone to work with because of his craftsmanship and not because it is cheaper to make the product here, said Tombolini. As far as price lines go, he says they would like to keep it on par with Dubai if not Italy (which is 10% cheaper). Are there customers for the price tags which their labels come with? We dont see India as a cash cow, ended Tombolini. Procedures for Approval are concern.

GUCCI
GUCCI too had a franchisee tie-up with the Murjani group to bring the luxury brand into India. They will open their outlets by the end of the year or early next year.

The murjani group was also behind getting Tommy Hilfiger to the Indian stores in 2004. Gucci requires at least 3000sq.ft space for a single store.

TUMI
The murjani group is also planning to open up to 10 freestanding Tumi stores in India by 2010.The first store is set to open later this year in either Delhi or Mumbai.

JIMMY CHOO
In India the company signed a long term distribution agreement with the murjani group. The deal stipulates that jimmy choo will open seven stores over the next five years. The first one of which is set to open at Delhi The representatives of Jimmy Choo believes that India is interesting market than china, as china is a male dominant society, whereas Indian women are sophisticated, aware of fashion & English is their language. In all they are independent.

CALVIN KLEIN
Murjani group to set up four Calvin Klein stores. They have been planned by the end of 2007.

BENETTON
Benetton has 50 stores in India with joint venture partner DCM, plans to double the number in next three years. After successful launch of Disney Jeans in Europe and some Asian countries, Walt Disney Company (India) have signed licensing agreement with apparel maker, Indus Clothing to introduce them in the India.

Walt Disney & Indus Clothing sign agreement

Indus Clothing will invest around Rs210 million for establishment of 20 exclusive Disney Jeans outlets by 2007. Indus Clothing will manufacture and market apparel and fashion accessories in the country. Products will be sold across the country through exclusive Disney Jeans outlets, malls, key retail chain store and multi-brand outlet. Disneys denim products are especially made for kids aged 4 - 14, products comprises t-shirts, fleece and accessories. Rajat Jain, Managing Director, Walt Disney Company (India) said, "Disney aims to create a line of products that meets quality and value standards of Indian consumers while offering design and styling to match international fashion trends. This non-characteristic product line aims to extend the brand beyond the popular character franchises and establish Disney as the preferred fashion and lifestyle brand for kids and youngsters, across the world." He further informed that in FY 2005 branded apparel and accessories market for kids in India was estimated $600 million and it expected to grow to $850 million by 2010. Harpratap Singh Director, Indus Clothing said management is delighted to join company such as Disney enjoying excellent reputation all over the world. He also stated that kids wear market accounts for approximately 15 percent of total apparel market of the country and it is rapidly growing at 40 percent, each year.

SALVATORE FERRAGAMO
Italian luxury brand Salvatore Ferragamo plans to open 10 stores in 5 years in India after opening its first store recently in Delhi. Speaking on the sidelines of their launch of first store in Delhi, Salvatore Ferragamo VP Fulvia Visconti Ferragamo said we plan to open our second store at Delhi in a year and total of 10 in next 5 years. The new stores will come up at major metros, including Bangalore and more stores in Mumbai and Delhi. Salvatore Ferragamo has opened the store in association with SSIPL Luxury Fashion Private Limited, their Franchisee in India. The Salvatore Ferragamo Group closed the financial year 2005 with sales worth575m euro.

VERSACE AND CADINI

North India based Blues Clothing Company has entered into franchisee tie-ups with Italian Fashion Brands Versace and Cadini and plans to open outlets for these brands shortly. We have been selling Versace apparels through our own stores. The purchasing power definitely exits. Says Mr. Abhay Gupta, Executive Director Blues Clothing Company

MOTHER CARE U.K. LIMITED

Another retailer with a strong europeon presence is also gearing up to enter India in a franchisee tie-up with Shoppers Stop, with plan to set up 40 outlets.

HUGO BOSS
Recently opened its fourth store with its presence now in Delhi, Mumbai and Bangalore. Plans are to open stores in Chennai, Hyderabad and Kolkata.Due to 51% FDI restrictions, Hugo Boss plans to continue its Franchisee model for the moment.

DEBENHAMS
U.K. Fashion Retail chain, Debenhams has firmed its plans to enter India through the Franchisee route with Planet Retail Holdings. The first store is planned to open at Ambi Mall, Delhi by 2007.

VALENTINO
Apparel store giant Valentino has shown its presence in India, with its first store in cannaught place at Delhi.

GIORDANO
Hong Kong based fashion retailer, Giordano International limited has announced its plans to set shop in India in 2006. In an interview Giordanos Director of corporate and external affairs William Yue said that expansion to India would be done by a joint venture with a local partner, with an initial target of opening four to six stores in the first year of operations. . Yue declined to name the local partner because of a confidentiality clause in the J.V. Agreement.

Globus

Globus was launched in 1998 as a part of the Rajan Raheja Group. The company opened its first outlet in Indore followed by two more in Chennai. The flagship store was opened on 1 st November 2001 in Mumbai, followed by a vibrant store in New Delhi. Subsequently, its stores were launched in Bangalore, Ghaziabad, Kanpur, Ahmedabad, Noida, Lucknow, Varanasi and Hyderabad.The organization has an innovative and adaptive environment. Globus has achieved customer delight by presenting value products and services through continuous improvement.

Background
Set up in 1998 as a part of Rajan Raheja Group Currently runs 14 stores across India The group is completely into apparel stores with prime focus on the private labels GLOBUSand F21are the two private labels Globus caters to apparel and accessories markets for men, women and children F21primarily targets the youth Company is ISO 9001 certified with ERP-enabled supply chain Website: www.globus.in

Business Strategy
The company started as a departmental store, but gradually shifted its focus to the apparels and private labels has an in-house team of designers and merchandisers responsible for quality Actual production activity is outsourced The company is mainly targeting smaller cities like Vadodara, Muradabad, Jamshedpur Ranchi, Udaipur Bhopal, Ludhiana The group is planning to set up 100 stores by 2008 across the country Up-coming stores are to set up in Varanasi, Hyderabad and Noida Financial information of Globus Stores Pvt Ltd is not available as the company is a privately held company. SALES & PROMOTIONAL STRATEGY Reasons Behind Growing Importance of Sales Promotions . Growing Might of Retailers. Saturation of Market and Increased Similarities in Competing Brands. Consumer Preference Towards Promotional Offers. Decline in the Effectiveness of Advertising. Short-term Focus of the Companies. Sales Promotion Sales promotions are short-term incentives to encourage the purchase or sale of a product or service. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes. Sales Promotion Strategies

There are three types of sales promotion strategies: Push, Pull, or a combination of the two. 1. A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a brand in advertising, and/or push a brand to final consumers. Typical tactics employed in push strategy are: allowances, buyback guarantees, free trials,contests, specialty advertising items, discounts, displays, and premiums.

2. A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. The company focuses its marketing communications efforts on consumers in the hope that it stimulates interest and demand for the product at the end-user level. This strategy is often employed if distributors are reluctant to carry a product because it gets as many consumers as possible to go to retail outlets and request the product, thus pulling it through the channel. Consumer-promotion objectives are to entice consumers to try a new product, attract customers away from competitors products, get consumers to "load up" on a mature product, hold & reward loyal customers, and build consumer relationships. Typical tactics employed

in pull strategy are: samples, coupons, cash refunds and rebates, premiums,advertising specialties, loyalty programs/patronage rewards, contests, sweepstakes, games, and point-ofpurchase (POP) displays.

Reasons for Sales Promotions

This could be a way of monitoring the performance of product management. Since sales promotion can possibly provide immediate impact on consumer sales, it is not unusual to use these strategies to attain their sales objectives. Companies have to cope with pressure on sales margins which they can achieve through paying closer attention to cost-effective sales volume. Since the results of using sales promotional techniques can be determined accurately, sales volumes can be easily predicted. More importantly, sales promotions are not only effective in attaining shortterm sales; they are also more cost-effective compared to other integrated marketing communications tools such as advertising. The progressive fragmentation of audiences and the increase in media costs have tipped the balance in favor of sales promotion techniques which are more likely to delive demonstrable results.

Popularity of Sales Promotions

The reason sales promotions are gaining popularity is due to the fact that product and sales management are very confident in their ability to handle the techniques of sales promotion. Other forms of integrated marketing communication tools need to go through a lot of thought and internal debates before funds are allocated or decisions are arrived at. Product managers also are more in control of the determination and implementation of sales promotional activities. They have a freehand when it comes to what salesstrategies to use. The importance of sales promotions as an integrated marketing communications tool could be attributed to the increase in number of specialist sales promotions agencies operating in certain places. In the past, sales promotion was viewed as part of other marketing communications techniques. Today, it is one of the stand-alone effective marketing tools.

Devising Promotional Strategies based on Customer Profiling. In accordance with the study conducted outside the store, tomeasure the effectiveness of the brand it was also important to note the trends occurring inside the store. Therefore a small project was taken up towards the end of April to do an in-store study of the buying patterns of customers as well as the sub-brand performance (Sport, Classic, Clublife, and Signature).In this project basically a customer profiling was done. It aimed at observing the trends or buying patterns of the customers based on their age, gender, and the hour at which they visit & purchase from the store. A record of 840 transactions has been made, which includes the trend for the period of one month.

Limitations:
The mapping for the age of the shopper is done on the basis of assumption. The tracking is done from 3 p.m. to 8 p.m. only

On the basis of the above observations the following promotional strategy has been devised.
PROMOTION NAME:Fashion by Wills PROMO OPTION 1 : Buy Wills Signature collection worth Rs. 2500 (or above) & get Gift Vouchers worth Rs. 500. (Gift vouchers applicable on accessories & Essenza Di Wills) PROMO OPTION 2: Buy Wills Signature collection worth Rs. 2500 (or above) & Pick Fiama Di Wills worth Rs. 250. TIMINGS (during which promo is applicable): Applicable between 1 p.m. & 4 p.m. on weekdays.

Disadvantages of Sales Promotions

 On the downside, the sales promotions, unlike other integrated marketing communication tools, work often on a short-term basis only. Unlike advertising or public relations, for instance, sales promotions strategies may have no lasting impact on the brand. ..

RESEARCH METHODOLOGY
1. Type of Research Research is an original contribution to the existing stock of knowledge making for itsadvancement. This research is an amalgamation of both formularize as well as descriptive research 2. Research approaches There are two basic approached to research, quantitative approach and the qualitative approach. The former involves the generation of data in quantitative form, which can be subjected to rigorous quantitative analysis in a formal and rigid manner. Thisapproach is further sub-divided into inferential approach is to form a database from which to infer characteristics or relationship of a population. This usually means survey research where a sample of population is studied using questionnaire to determine its characteristics and it is then inferred that the population has the same characteristics. Qualitative approach to research is concerned with subjective assessment of attitudes, opinions and behaviour. Research in such a situation is a function of researchers insight and impressions. Such an approach to research generates results either in nonquantitative form or in the form, which are no subjected to rigorous quantitative analysis. Qualitative approach was been adopted in this study where data was collected by personally interviewing the staff of the selected stores.

3. Sources of Data
The first part of the project was to study the current trends and the future of retail and apparel industry in India and also to gain some basic knowledge on sales promotion. This consisted of doing a secondary research about the industry with the help of some text books and also through the internet. Once the secondary research was done, a personal visit was conducted to the three well known apparel retail stores in Delhi namely, willslifestyle,van heusen and Allen Solly all of which are located in cp market. The sales promotion activities conducted in the stores were minutely observed. Personal interviews with few of the staffs of each store were conducted to gain the in-depth knowledge about the seasonal and non-seasonal sales promotion activities conducted by the stores.

4. Sampling Plan:
(1) Population and Sampling unit The sample unit is the individual unit of the selected sample. Here the sample unit were the apparel retail stores in Delhi. (2) Sample Size This refers to the number of items selected from the universe to constitute the sample. For the purpose of this study, a sample size of three apparel retail stores were selected, all of which are owned by the three different well known business groups. (3) Sampling Procedure There are various sampling procedures for selecting the sample procedures. The sampling procedure followed here is Simple random sampling.

For the purpose of conducting a comparative study, two methods were adopted Questionnaire Method and Self Observation. A questionnaire was prepared & administered to the shoppers in CP market. The target segment was people shopping from the brands which are competitors to WLS as well as customers of the brand itself. The sample size taken is 100. Most of the people surveyed were shoppers in blocks D, E and F since these are the blocks which have the maximum no. of competitors stores. The questionnaire is provided in the annexure for reference.

Target Segment People shopping from Wills Lifestyle, Van Heusen (both VH Men & VH Women), Allen Solly, Puma, Spykar, Levis, Benetton, Louis Philippe, LP Youth & a few general shoppers. Blocks Covered for Survey B, C, D, E, & F Sample Size 100, out of which 92 are usable. In the self observation method, a personal visit toall the stores was made to collect first hand information about the brands. The various aspects of the stores were taken note of.

FINDINGS
In this part, the questions are individually taken up to state the rationale behind each of them being taken up as part of the survey. The brands included for the purpose of analysis are Benetton, Wills Lifestyle, Levis, Van Heusen, Louis Philippe & Allen Solly.

1. Which brand do you usually shop from? (Rank from 1 to 6 in order of preference, 1 being the highest)
The first question is included to analyze the shopping preferences of the people shopping the target market. It asks the respondents to rank the brands according to their shopping preference or most frequently visited brand.

Individual, brand-wise rankings are given below

We can see that maximum number of people who voted for Benetton also consider it as their most frequently shopped from brand. 23% of the people voted it at Rank 1; 21% at Rank 2.

Wills got an overall 83 votes out of which 23% respondents said it was their third most preferred brand. 16% voted for it as the 1st and 4th most preferred brand. And a good 19% i.e. 17 people said it was their second

Levis had the maximum number of people voting in favor of it as the number 1 choice for shopping. A good 32% indicates the same. Overall, it shows a consistent pattern with 21%, 15%, 13%, 7, 5 & 7% ranking it on 2nd, 3rd, 4th, 5th and 6th position

Van Heusen had the highest percentage at Rank 1 with 19% and a very close 18% for Rank 5 & No Opinion.

Louis Philippe shows a maximum percentage of 22% for No Opinion, i.e. alarge number of people interviewed did not consider LP as a favored brand to shop from. Apart from this 19% respondents have ranked it at No. 6 and 17% at No. 5. 14% also favored it

Allen Solly shows a consistent trend all through with a highest of 19% for Rank 3 & 4; 15% for rank 5 & 6; and 14% & 12% for rank 2 & no opinion

2. What attracts you to the following stores? (For each brand, please give a ranking of 1 to 6 to the mentioned parameters.)
This question attempts to gauge the why behind the preference of brands in the first question. It attempts at gaining an insight into the customers mind as to which parameters out of the six mentioned here attract a customer towards choosing a store over another. These parameters are Brand Image, Look of the Store, Product Quality, Styles/ Variety, Customer Service, & Price. Since the most attractive parameter is marked as 1 and the least attractive as 6, the parameters with the lowest mean are Allen Solly shows a consistent trend all through with a highest of 19% for Rank 3 & 4; 15% for rank 5 & 6; and 14% & 12% for rank 2 & no opinion respectively. the most favored factors for that particular brand and the ones with the highest mean are the least favored.

3. The first word that comes to your mind when you think of:
The word association method tells us the perception of the brand in the customers mind and how it would influence his brand selection decisions at the time of shopping.

The one word definitions for the brands were as follows:

Benetton Colors, Casuals, Funky, Cool. Wills Lifestyle Fashionable, Stylish/Trendy, Classy, Quality, Expensive. Levis Jeans/Denims, Awesome, Comfort/Casual. Van Heusen Formals, Elegance, Good Fits, Style. Louis Philippe Official Wear, Class, Formals. Allen Solly Formals, Fridays, Quality, Affordable.

Implications of the perception of these brands

Benetton people wanting a cool & vibrant kind of look would choose Benetton as their shopping destination. E.g I want to buy something nice & colorful today! would lead a person to choosing Benetton. Wills Lifestyle would be preferred by fashion conscious people & shoppers for evening or party wear.Also assurance of quality to customers comes from this brand. Levis for comfort wear or simply the one stop shop for denims. Van Heusen a person looking for well fitted & elegant formals would certainly choose to purchase from a Van Heusen store. Louis Philippe again, for people looking for official wear. Allen Solly it offers quality formals at affordable prices to people.

4. Do you associate any of the brands with having a global image?

A large number of respondents associated Benetton & Levis with having a global image. This shows their awareness & consciousness towards these brands. Though Van Heusen, Louis Philippe & Allen Solly are also brands of international origin, the brand recognition for them as global or international is less. On the other hand, Wills Lifestyle has 29% of the people recognizing it as a brand of global eminence. It shows that the brands image & its offering goes well with the audience and in turn acts in favor of it.

5. What do you like/dislike about the brand you most frequently shop from? (Brand Name: )
Here the customers favorite brand or the brand where he/she most frequently shops from is selected and the reasons behind his selecting that brand on the basis of the parameters like price, quality, service, variety & visuals are gauged.

According to the responses obtained through the survey, four people selected Allen Solly as the brand they most frequently shop from; Eleven people chose Benetton; Ten people Levis; Three Levis; Four Van Heusen; and Ten Wills Lifestyle. We can see that as compared to the formal wear brands, Wills Lifestyle is much ahead with 24% as compared to 10%, 9% & 7% of Allen Solly, Van Heusen & Louis Philippe respectively. .

6. Suggestions for the brand above (or any other brand):

It is an open ended question for the customer to give any statements or suggestions about a particular brand. A general suggestion for all the brands was to lower their prices. Majority of the respondents felt that these brands were too expensive. This shows the price sensitivity of the customers. A few people, suggesting for Benetton, commented on the quality of its products. They said that the quality of the fabrics used by Benetton could be improved. Also, a few people felt that the customer service provided at Benetton was not up to mark and should be improved. For Wills, many people felt the pinch of the prices. Apart from that, many females felt that larger sizes in women apparel were what Wills was lacking in. A few respondents also mentioned the need for outer-branding on the garments of Wills.

SELF OBSERVATION

United Colors of Benetton

Look of the Store

Visibility from outside Sober lighting with a creamish- yellow effect. The whole store is visible from outside at one go which works as a marketing technique in itself for the merchandise. Displays Huge and catchy displays are especially visible at the first floor. The displays are full of colors & show happy expressions on the faces of the models. Size relatively small store with approximately 2100 sq. ft. of selling space.

Layout
Mannequins A lot of display has been done through the use of mannequins. Six female mannequins &seven male mannequins have been used. Fixtures Low height rectangular tables are used to display tops and t-shirts, again with the purpose of easier accessibility to merchandise. Small and light colored wooden panels are used to stack merchandise. These wooden panels are alternated with bars for hangs.

 Market Activity
Promos Assured voucher of Rs. 500 on purchases worth Rs. 3999. Started on 29th of April. Benetton has come up with its new store in inner circle, Block E.

Price Points

Casuals Rs. 299 (t-shirt) to Rs. 4999 (jacket) Formals Rs. 599 (shirt) to Rs. 6999 (formal suit) Accessories Rs. 299 (flip-flops) to Rs. 3999 (handbags)

VAN HEUSEN

First look at the Store

Visibility from outside a very bright looking store. Use of prominent bright yellow lights with clean white interiors. Size comparatively huge store with an area of approximately 7000 sq. ft. It has a high ceiling with mannequins displayed at a high level. Advert on window announcing the New Season Launch.

 Layout
Mannequins 4 for the main window display along with 3 mannequins in the middle of the store which is a very unique mannequin display as compared to the other brands.

Separate section for shoes, Handbags & stole

Mannequin display in the middle of the store catches attention at Van Heusen Women

 Market Activity
Promos APRIL: Exciting offer on womens bags & shoes. Buy any item and get accessories worth 50% of the value free.

MAY: We Win, You Celebrate. Buy merchandise worth Rs. 3000 & get accessories worth Rs. 1500 free.

New categories V (V-Dot) evening wear & party wear category from Van Heusen. Consists ofbright colored, flowery & patterned shirts for men. Also more new introductions in casual wear T- Shirts showing an inclination to attend to the demand for casual wear in market.

ALLEN SOLLY Look of the Store

Visibility from outside The Allen Solly store is a narrow & long store. Therefore the visibility of the store from outside is limited.

Layout
No. of mannequins Since the store is not a very big one, there only approximately four to five mannequins.

 Fixtures Low height tables are used for displaying selected styles in tops. White wooden panels are used at the top for stacking with bars for hangs below them.

Stacks & hangs with clear color blocking (theme Collection Metal)

 Market Activity

New categories Allen Solly Youth, which was launched around a year back is the only new category, with new styles being introduced in it at lower & affordable price points.

Price Points
Allen Solly Youth priced at Rs. 399 to Rs. 1499. Formals Rs. 999 (shirts) to Rs. 2499; Suits Rs.7995 Accessories Rs. 109 (socks) to Rs. 2500 (handbags)

RECOMMENDATIONS
From the study of the other brands along with the experience of working at the store, a few points were identified which are mentioned here. An attempt has been made to come up with a few suggestions which would help in increasing the effectiveness of the store as well as the brand. 1. The sub brands Wills Classic, Wills Sport, Wills Clublife, and Wills Signature can be advertised separately to increase the awareness these brands. This can be done by putting up separate, easily movable (to facilitate regular change in VM), signage for each brand showing their respective logos, within the store. 2. CARRY BAGS Carry bags are a great means of advertising. The new season launch should be advertised through carry bags also. 3. TRIAL ROOMS The trial rooms dont look like that of a premium brand. It doesnt match up to the facilities provided at the South extension and Ambi store as well as other stores like Levis. Centralized cooling is required. Sofas required for comfort (like that at other Willsstores). 4. SIZES Waiting for sizes becomes a turn-off for the customer if it takes too much time. It sometimes results in the customer walking out of the store. The stocks in the back room should be kept size-wise as well as brand-wise (classic, sport, etc) and the racks can be tagged with stickers indicating the sizes it contains.

 Training house-keeping staff for faster service & quicker replenishments throughout the day.

INITIATIVES & CONTRIBUTIONS

A contribution of approximately Rs. 2,65,000 has been made to the company, through sales, during the period of the internship, with the highest invoice value of Rs 35,000.

A micro marketing activity was initiated to take care of the decreasing footfalls. Different restaurants, bars and stores like that of watch companies or camera companies, which were also in proximity to the store, were targeted. The following places were visited for this purpose Indian Coffee Home, Spirit Restaurant & Bar, World of Titan, Canon and Oriflame. The deal with Spirit Restaurant & Bar has been successfully converted. A two way tie up has been finalized. 100 Gift Vouchers of denominations of Rs. 500 of Wills Lifestyle will be given on a bill of Rs. 3000 at Spirit. Similarly, a discount of 15% at Spirit will be applicable on an invoice of Rs. 3 at Wills Lifestyle. An opportunity was received to interview candidates for the post of customer associate for the store. The interviews were held on the 11th of March within the store itself. An initiative was taken to make the store presentable at all times. Visual Merchandising exercises were taken up regularly with a change in the Window Displays every 10 to 15 days.

Conclusion

Usage of sales promotion activities has a direct impact on consumer behaviour as it motivates a consumer to buy now rather than in future, enhances value of an offer temporarily till the promotion period, encourages switching, reinforce or reward loyalty etc. Broadly, objectives set for these activities are; To generate store traffic, To move excess inventory, To enhance store image and To create a price image (high or low). Traffic building is achieved by special event promotions like Diwali, Rakshabandhan promotions; inventory reduction through end of season sale; creation and building store image through feature advertising and displays and joint promotions and price image by highlighting the discounts. It helps consumer reduce not only financial risk but also psychological and social risk by making consumer confident of his/her purchase, conformation to group norms by shopping at famous stores/brands and possibility of acquiring well known branded apparel during promotions. Promotions may induce non buyers to walk in to the store and loyalty programmes may encourage them to buy more, more often or upgrade to better quality. Exciting promotions also have tendency to generate positive word of mouth and help consumer feel a smart shopper. Thus, not only provide utilitarian benefits like, saving of money, time or quality up gradation but hedonic benefits like feeling confident, feeling of excitement and entertainment etc. Execution of the sales promotion activities also require proper coordination of selling effort and availability of promoted merchandise. Apparel sector is likely to grow with growing Indian economy. Many multinational players either have already plunged into Indian market or plan to do so in apparel sector. They will bring many promotional practices which they have been following in developed markets which will increase the use of sales promotion activities even further. Indian brands will have to withstand turbulent conditions and learn to survive. If the role of such promotional activities is understood well, it may help any player a long way to survive and grow.

QUESTIONAIRES Q:-what is your target market?

Q:- What type of sales/promotion you normally conduct? Discount sale By one get one free type off Flat 50% Other (please specify)____________________________________ Q:- When you give discount for costumer ? Holidays Special day Sisiona Any time Q:- How do you position your store in the sales? [ [ [ [ ] ] ] ] [ [ [ [ ] ] ] ]

Q:- How do you position your store in the brand?

Q:- Do you have any customer loyalty program? Yes ( ) No ( ) If Yes , Kindly name and eligibility of the loyalty program ?

Q:-What is the schedule of the sales period ?

Q:- Do you offer any other discount apart from the sale. If yes please specify.

Q:- What is the ratio of aging stock in your store ?

Q:- Do you conduct your advertising campaign or get it outsourced.

REFERENCES
Website: www.google.com www.apparel.com www.sales & promotion on retail store .com www.retail industry in india .com www.itcportal.com www.willslifestyle.com www.vanheusen.com www.benetton.com Books: Barry Berman & Joel R.Evans Philip Kotlar Levy & Weitz Retailing Management, 6th Edition, McGraw Hill International Edition Churchill & Iacobucci Marketing Research, 9th Edition Why We Buy? - The Science of Shopping, by Paco Underhill

Articles
Challenges & Opportunities of Organized Retailing in India. Journal of Marketing & Communication, September December 2007 Vol. 3 Issue 2.

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