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Marketing Mix Of Westside

By:Rajkamal Paroha

To:Prof. Rakshita

Agenda Brief Introduction of Retail. Introduction to Westside. Features. 4 Ps.


Product Price Place Promotion

What is Retail?
A retail is one who stocks the producers goods and is involved in the act of it to the individual consumer at the Margin of Profit. As such retailing is the last link that connects the individual consumer with the manufacturing and distribution chain. Selling Directly to consumer selling in smaller units / quantities the bulk.

Introduction
Started by Mrs. Simone Tata after acquiring Littlewoods. Today, it has reached 33 cities with 59 stores. Currently headed by Noel Tata. Designed to cater to shopping needs of various customers.

Contd
The store sizes range between 15000-30000 sq. feet.

Annual Sales for 2011 was Rs. 1592 cr.

Mission StatementTo be the most preferred and consistently profitable lifestyle retailer.

Features
Designed to be one-stop shop for complete family. Offers broad product variety. There is huge price band.

Westside as a Brand
The name itself gives an upbeat feel. The stores are designed to convey this message.

Product Strategy
Has about 7-8 product category. Displays majorly inhouse brand. Has tie-ups with other brands.

Product Strategy
Mens Wear and Accessories. Womens Wear and accessories. Kids Wear. Crockery and Kitchen. Daily Necessities. Branded Jewelry Gift items. Furniture. Footwear. Interior decoration.

Recommendation Product Strategy


Based on Product strategy, it is unable to separate itself from its competitors. There seems to be a lack of consistency so they have to focus more on maintain Consistency.

Price Strategy
Pricing decisions consistent with firms marketing strategy and target market. They believe in democratizing their service and charging fair price. Offers Value for Money proposition for consumers, especially by offering their own brands. Helps to augment their sales margin.

Contd
In recent past, a lot of price variations in companys products were made. It aimed to target all customer groups.

Pricing Contd..
Types of Pricing:
Promotional discounts Seasonal Pricing Image Pricing. Product form Pricing Product bundling Pricing Value Pricing.

Market Survey on Pricing

Survey Report by GRIT Sneek Peek

Place strategy
Chain of stores mainly functioning in malls. Stores mostly located very near its competitor. Products distributed from Mumbai headquarter. Stock replenishment done mainly on Fridays.

Place strategy Contd


Product availability mainly depends on the city of operations. Opening of exclusive store to women, keeping in mind that, women form the biggest and most loyal customer base for them.

Promotion Strategy

Strategies Promote in-house brand, with some space for some international labels. Tie-up with some renowned designers. Club west card membership to retain the customers. Theme based stores. Like one in Shalimar Bagh(Westside Woman). Advertisement campaign

Problems faced by Westside Target customer base changed over time. Not much shelf-space is given to the International brands. Customer preferences are changing from inhouse labels to international brands. Lesser media promotions.

Competitors
Pantaloons Ruchis Big life Maxx Shoppers Stop Globus Big Bazaar

Strategies adopted by Westside Aiming to increase their customer base by adding the international brands in their product basket.

Strategies adopted by WestsidePlanning to introduce canned continental food like sushi, wine and cheese on their counters.

Recommendation
Westside should spend on media promotion. Hire appropriate Brand Ambassador, depending on the type of customer they target. Should try to increase their theme based shops. Positioning needs to be done more efficiently.

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