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Case Study On: Westside

Westside is a clothing retail company owned by Trent Ltd. that was established in 1998. It targets the middle and upper middle class segments. Westside uses market research and celebrity endorsements in its advertising. It focuses on maintaining customer relationships and gathering feedback. Westside's strategies include refreshing designs, quality products, better pricing, and maintaining stores. This case study examined Westside's retail model, layout, advertising, and year-over-year sales comparisons.

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Nandita Sadani
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296 views15 pages

Case Study On: Westside

Westside is a clothing retail company owned by Trent Ltd. that was established in 1998. It targets the middle and upper middle class segments. Westside uses market research and celebrity endorsements in its advertising. It focuses on maintaining customer relationships and gathering feedback. Westside's strategies include refreshing designs, quality products, better pricing, and maintaining stores. This case study examined Westside's retail model, layout, advertising, and year-over-year sales comparisons.

Uploaded by

Nandita Sadani
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CASE STUDY ON 7

WESTSIDE

By GROUP 5
Abhinay
Dinesh
Imran
Mithun
Nandita
Suresh
Sushmita
INRODUCTION

 It is a Tata group company.


 It owned lakme brand. Gave stake to HLL and later
sold its stake.
 From market research noticed good future for
clothing.
 Made tie up with a Brittan based company. Bought
its assets.
 In the year 1998 it started its business with
organization ‘Trent’ and brand name WESTSIDE.
 Plans to expand its business from 0.12 million to 0.3
million sq ft.
RETAIL MODEL

 Targeting majority of population.


 Acquired ‘LIITLE WOODS’ stores.
 Use of stored products.
 Updating with fashion.
 lease space.
 Appoint smart and pleasant looking staff.
 Use of Information Technology and software.
 Rigorous advertising and promoting.
RETAIL LAYOUT
 Use of free form retail layout or boutique layout.
 Arranging fixtures and aisles asymmetrically.
 Dividing those in to clusters.
 Giving customers a good ambience.
 Availability of desired stock.
 Individual Stock taking units (SKUs).
CUSTOMER FEEDBACK
 To survey behavioral aspect of customer.
 Keeping trust on Customers.
 Preferences and style.
 Hospitality feedback.
FOCUS ON MARKET
RESEARCH

 Research on ratio’s of stored product sales


and other product sales.
 Research on customer behavior at a certain
geographical location.
 Appointing a panel of senior Managers for
Market research.
 Research on present day trends.
 To sustain Brand Value.
STP
 Segmenting:

Gender wise: Men, Women and Children.

Class wise: lower class, middle class, upper middle class.

 Targeting:

Trendy and Fashionable

The youth

Middle class and upper middle class.

 Positioning: “Value for money”

Offering fashionable products at affordable prices.


ADVERTISING
 Television and print media.
 Special offers during festivals.
 In-store promotions.
 Conducting loyalty programs.
 Allocated 200 million.
 It was 8% of its sales.
PROMOTION

 Using celebrity endorsers.


 Celebrity endorsers like Yuvraj Singh and Fleur
Xavier(Revlon girl)
 Positioning of the promoter also positions its
product. Like here
Yuvraj Singh
shows that a modern India needs – Indomitable
spirit, Abundance of talent, great energy and
uncontrollable Enthusiasm.
\
STRATEGIES

 Maintaining customer relationship.


 Gathering customer Feedback.
 Retaining customers by Loyalty Programs.
 Giving ambient environment at stores.
 Going with fashion and Technology.
Cont..

 Working on Market Research Methodology.


 Maintaining stored products.
 Rigorous advertising and Promotion
activities.
ADVANTAGES
SUSTAINABLE
IN THE LONG RUN

Loyalty towards the customers.


Refreshing designs.
Quality of Products
Market Research.
Better Pricing
Layout

.
YEAR WISE
COMPARISON

 2000-pricing lesser than the competitors. (FDI)


up to 49%.
Result: The sales surged by 200%.
 2001- Signing up the Revlon girl. Advertising
constituted 8% of the total sales in that year.
  Result : Sales growth dipping to 17% .
 2002: Signed Yuvraj Singh.
Result: It reported an increase of 70% in the
sales growth that year .
CONCLUSION
 Attain market share from unorganized products.
 Reduce Advertising expense ,more profits.
 Increase outlets.
THANK YOU…..

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