912-charu gupta all retail

8/6/2019 912-Charu Gupta All Retail

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PRIMUS RETAIL PVT. LTD.

OBSERVATIONS AND RECOMMENDATIONS OF MODEL

TOWN STORE

(MULTI BRANDED OUTLET HAVING ADIDAS, REEBOK, MTV AND NIKE)

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY 1
http://images.google.co.in/url?q=http://www.rfma.net/images/mtv1.jpg&usg=AFQjCNEvpKDFsy-x-QO5saTnVy-6lk2I8whttp://www.piserchiasport.ch/shop/images/NIKE_logo.jpghttp://www.themusicnet.it/primomaggio/immagini/reebok.JPG


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ABOUT THE STORE

Location

The store is located at F 14/16 Model Town, Market II , Delhi. It has Mc Ds opposite to it. It is

located at the corner of the crossing in one of the posh areas of Delhi.

The store enjoys a good location at the corner of the street which is quite advantageous for the

store and the store should try to exploit this benefit to maximum.

Customer Profile

It has high profile and rather cognitive customers. Most of the customers who visit the store have

prior knowledge of the product and are very specific regarding their preference. They very well

know what to buy and what style they need. Most of the customers are loyal towards the store too.

Store Insight

The store has area of around 2300 sq fts. It has 2 floors (Ground and first ). The Ground floor is

exclusively for Adidas brand whereas the first floor has three brands namely Reebok, Nike and

MTV ( an inhouse brand of Primus company). There are some accessories of Levis available in the

store.

There is one store room and 2 trial rooms on the first floor whereas 1 trial room, washroom and 1

cash counter at ground floor. The strength of the staff is 5 sales man, 1 cashier and a store

manager.



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OBSERVATIONS:

1. The moment you enter the store there is a pillar in between which is actually blocking theview in the women section and that too the walls of the pillar are empty (in the sense)

nothing is there on walls.

2. In the shoes section we found that most of the shoes on display were untidy (a layer of

dust was there on it).

3. Trial Rooms are spacious.

4. There is a problem of under stocking in brands like Reebok and Adidas while there is a

problem of overstocking in MTv which do not sell as much.

5. The requirement of the products is not fulfilled at time as the lead time is too high. For eg.

there was a demand of bags at the time of school opening but the bags were received at the

April end when the schools were closing.

6. Absence of price tags in some merchandise and even discount tags were not there in a lot

of discounted merchandise.

7. There is a monthly shrinkage of 3-4 units.

8. There is a dull environment in the store.

9. There is no proper lighting in the shoe section at Reebok at the top floor and even MTv

section is a dull area.

10. The focal lights are not used for highlighting the merchandise of mannequin (in the wall

cabinet) when we go upstairs.

11. Problem of space in the store to stock goods.

12. Stacking is proper.

13. In MTV section the merchandise is not at approachable height. Should be shifted a little

lower.

14. Trial rooms can be used to display visuals and in house promotions.

15. In Levis section the merchandise was as old as Feb.05 manufactured which should be kept

on sale.



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RECOMMENDATIONS:

The block which is shown in the picture below seems to obstruct the view of the customers at

the entrance. We suggest using this block as displaying some visuals of the brands of the store

or for displaying merchandise or mirrors can be placed over there.



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The following picture shows the unused space when we go upstairs and can be used productively

for again displays.



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In the picture below we can place signages regarding the brands kept at the first floor near the

staircase.



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In the following picture we suggest to place a hanging visual in order to hide the stock kept behind

as shown in the next pic.



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The visual should be like this:

Music should be there in the store in order to reduce the boredom.

There is no need of guard at that store.

Security tags can be placed on the items which are prone to stealing.

Rounder can be placed for the display of belts.



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PROJECT REPORT ON LEVIS STORE,

GREATER KAILASH I

(TO ARRIVE AT AN OPTIMAL PRODUCT MIX FOR THE STORE)



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MARKET ANALYSIS

At this step, I roamed around in the market and had a look on the brands available there. I

listed down the shops and did their bifurcation into different categories simultaneously.

The market is a combination of both organized and unorganized retail outlets.

The major branded outlets over there are:

Apparels and

accessories

Footwear and

Sportswear

Health and

Beauty care

Food Joints Others

Espirit Woodland Fortis

Healthworld

Mc Donalds Zeiss

Madame Bata Lotus Caf Coffee

Day

Swaroski

Uni Style Image Adidas The Body Shop Barista VIP

United Colors of

Benetton

Nike Costa Coffee Tanishq

W Puma Yo China Ferns n Petals

Energie and

Miss Sixty

Bengal

sweets

Orra

Numero Uno Pizza Hut

Levis

voi

Spykar Jeans

Canary Blue

Sisley

Wills Lifestyle

Giovani

Blackberrys

Lakshita

Vibe

RaymondBiba

Liliput

Meena Bazaar

Bizarre

Rockport



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Thus, we can see the market has all the major brands one can think of and caters especially

to the high income group customers. Greater Kailash I is a posh area and due to schools

and colleges like L.S.R., Women Polytechnic, Blue Bells, Tagore Public School being

around, this market attracts a lot of young crowd too.

As observed and told by the retailers, this market is a women dominated market. As

observed at least 70%-75% of shoppers are women but mostly the conversion is high for

men.

There are around 224 shops in the market and 72 buildings which are categorized below:

Categories No. of shopsJewelers and watches 39

Branded apparels 39

Branded footwear 3

Health and Beauty care 16

Exclusive sports wear 5

Food outlets and restaurants 16

Electronic goods and items 6

Opticians 7

Home furnishings and dcor 3

Unbranded apparels 32Unbranded footwear 13

Miscellaneous 5

Supermarkets 3



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SHOP CATEGORIES

20%

20%

2%9%3%9%3%

4%2%

16%

7% 3% 2%

Jewelers and watches Branded apparels

Branded footwear Heal th and Beauty care

Exclusive sports wear Food outlets and restaurants

Electronic goods and items Opticians

Home furnishings and dcor Unbranded apparelsUnbranded footwear Miscellaneous

Supermarkets

There is also 1 Central bank, 1 dry cleaner and 24 other shops selling branded stuff and

there are around 45 hawkers sitting on the lanes selling accessories and food items.

TRAFFIC

The traffic in the market varies from the time the market starts opening till evening. I have

taken an average number of people per store and then multiplied it with total number of

stores i.e.

Traffic = Average no. of people at each store * Total stores

Thus, the traffic in the market can be categorized according to the time of the day:



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In the weekends, the traffic almost increases to 3000 people in the evening time and rest of

the day is more or less the same.

Thus, the total traffic can be estimated around 9000 people on weekdays and approx 12000

people on weekends.

The catchment area of the store is:

G.K.I

Malviya nagar

G.K.II

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY

TIME AVERAGE NO. OF

SHOPPERS

TRAFFIC

11p.m.-12 noon 2 450

12 noon-1p.m 3.5 780

1p.m.-2p.m. 5 11002p.m.-3p.m. 6 1330

3p.m.-4p.m. 7 1560

4p.m.-5p.m. 7.5 1680

5p.m.-6p.m 8.5 2000

6p.m.-8p.m. 9 2500

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Kailash Colony

Alaknanda

Lajpat Nagar.

Defence Colony

COMPETITION ANALYSIS

I observed the top branded stores present in the market and collected data on the following

stores of which a comprehensive excel sheet is listed below.

Brand W A L K I N S Conv. Sales (Daily) Monthly

Weekdays Weekends % Weekdays Weekends Sales

ESPIRIT 200+ 250+ 18 Rs.1,40,000 Rs.1,90,000 Rs.4450000

Numero Uno 100-150 200-250 25 Rs.30,000-40000 Rs.55000-65000 Rs.11,72,000

Giovani 100-120 150+ 50 Rs.100000+ Rs.150000-200000 Rs.32,00,000

Woodland 70-80 125-150 40 Rs.50000-60000 Rs.125000 Rs.19,90,000

ROCKPORT 50 70 20 Rs.40000 Rs.55000-65000 Rs.11,84,000

Bizarre 150 200 30 Rs.50000 Rs.100000-120000Rs.16,50,000

U S I 190 250-275 30 Rs.58,000 Rs.80000+ Rs.17,00,000

Spykar 100-120 150+ 20 Rs.55000+ Rs.70000-80000 Rs.15,50,000

MADAME 100+ 150-200 35 Rs.60000-70000 Rs.100000+ Rs.19,00,000

VIBE 100 150 25 Rs.40,000 Rs.60,000 Rs.14,50,000

Reebok 150 200 30 Rs.70,000 Rs.1,10.000 Rs.21,40,000

Adidas 165+ 250+ 28 Rs.65,000 Rs1,00,000 Rs.19,70,000

UCB 300 450 21 Rs.1,00,000 Rs.1,75,000 Rs.32,00,000



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Almost each and every store has a footfall between 100 and 150 on weekdays and it goes

above 200 on weekends. The conversion rate too lies between 20%-30% for most of the

stores. The sales on weekdays vary from Rs.65, 000 to Rs.80, 000 for most of the stores

while on weekends it exceeds Rs.1, 30,000.

Following table shows the absolute bill size and total selling area of the stores mentioned

above and the price ranges of the merchandise they keep.

Brand ABS Area Tees Jeans Cargos

Selling From Upto From Upto From Upto

sqft

ESPIRIT

Rs.3

000 3500 799 2500 2800 4500

Numero Uno Rs.1500 410 350 750 1000 2500 1100 1700

Giovani Rs.3000 590 2500 1500 2500

Woodland Rs.1041 450 595 1200 2000 4000

ROCKPORT Rs.5000 700 700 1500

Bizarre Rs.1500 800 1499 1849

U S I Rs.850 500 345 945 1195 1495

Spykar Rs.2400 500 445 849 1400 2500 1700 2299

MADAME Rs.2000 650

VIBE Rs.1500 700 500 900 1099 1499

Reebok Rs.2000 1000

Adidas Rs.1500 800

UCB Rs.2100 3200

The average bill size of most of the stores is approximately Rs.2000 while store area lies

between 750sq.ft.-900sq.ft.



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I identified 6 outlets from which Levis store has direct competition in the market which

are listed below.

ESPRIT

NUMERO UNO

BIZARRE

USI

SPYKAR

MADAME

I observed these stores and also had a talk with the respective store managers and hence

collected data on these stores.

ESPRIT

Esprit is a high end store for both mens and womens apparels and accessories. It has

average walk-ins of 220 daily and does a sale of around Rs.45, 00,000 monthly. Its average

bill size is Rs.3000. It is one of the top running stores in G.K. market. The category in

which Levis faces competition from this store is Jeans and Tees.

NUMERO UNO

Numero Uno is a small store as compared to Levis but is a branded Jeans wear store. It

keeps jeans at reasonable prices and has good walk-ins of around 175 persons on an

average. It does sale of around Rs.12,00,000 monthly and its average bill size is Rs.1500.



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BIZARRE

Bizarre is a store selling womens apparel and accessories. The category in which Levis

has competition from this store is again Ladies Jeans and Tees. It has an average sale of

Rs.16,50,000 monthly with an average bill size of Rs.1500.

USI

Uni Style Image is a small store again but attracts a good number of footfalls of around 220

persons per day. The average monthly sales is Rs.17,00,000 with an average bill size of

Rs.850.

SPYKAR

Spykar store is adjacent to USI and it does well too in terms of walk-ins. Those who do not

find their stuff at USI go to Spykar and vice-versa. It does an average monthly sale of

Rs.16,00,000 monthly and has an average bill size of Rs.2400.

MADAME

Madame is again a store which deals in ladies apparels and accessories and gives

competition to Levis in the same section. Its average monthly sales are Rs.19,00,000 and

has an average bill size of Rs.2000.



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For getting a clear insight of the consumer mind that whether these brands pose a stiff

competition to Levis, we need to do customer profiling to judge whether the shoppers at

Levis are more of loyal nature or they make a move to competitors brands if they do not

get what they want.

STORE ANALYSIS

LOCATION

The store has an excellent location in the market. As one enters in the market, he/she by

default moves to the lane in which this store is and the store cannot get unnoticed by

anyone. Even if one is moving in the opposite lane, Levis store is visible from there.

And as such Levis has a distinct customer profile, those who wear Levis will go Levis store

wherever it be.

STORE PROFILE

The store has an area of 3100 sq.ft. and has three floors. The basement and the ground floor

is women section while the first floor is exclusively for men.

The store remains closed on Tuesdays as the whole market is closed on that day.

The store has touch of red color everywhere. The shirt of CCAs, the walls and the flooring

too is red in color.

The sales staff of the store is quite active and energetic having some really good

salespersons at work.



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LAYOUTOF THE

STORE:

The

basement of

the store:

The layout

of theground floor

looks like

this:


Ent


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Shelves D-Bracket Plug wall display

Frontal arm Mannequins

The layout of the first floor is as follows:


Gap

Stairs

Cash Counter

Diva

Collection

LevisLadyStyle

R

edLoop

LevisBlack

Accessories


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SSlou

ch

530

530

LVC

Tees

LVCJeans

jeans

Denimcottoncarg

os

Pants

Cargos

TrialRoom

TrialRoom

TrialRoom

StockRoom

EntryWashroom

Stairs

RedLoop

Shirts To s

Flat

knits &T-Shirt

Red tabshirts

Redwire

Workers

T-Shirts

Shirts

Sykes


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CUSTOMER PROFILING

A questionnaire was made which was filled by the customers visiting Levis store. The

questionnaire is attached at the end of the document and the results are as follows:

The gender bifurcation:

60%

40%Male

Female

Profession:

28%

44%

16%

12%Business

Service

Student

Others



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Most of the people who visited the store belonged to service class, next have some business

while others were students or belonged to some other category such as housewife.

Age distribution:

52%

16%

24%

8%15-25

26-35

36-45

46 and above

Most of the shoppers fall into the age bracket of 15-25 which means most of the customers

visiting the store are students or young professionals.

Income Distribution per annum:

28%

28%

38%

6%upto 4 lakh

4-8 lakh

8-12 lakh

12 and above



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Most of the shoppers fall in the income bracket of 8, 00,000-12, 00,000. The students and

the housewives are not been included while analyzing this data as they were dependent

individuals and have no income.

How often do you shop for apparels:

20%

16%

48%

16%

Weekly

Fortnightly

Monthly

Half-Yearly

Almost 48% of the customers of Levis shop for the apparels on a monthly basis while rest

are equally divided among weekly, fortnightly and half-yearly.



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Amount spent on lifestyle shopping per month:

24%

56%

16% 0%4% upto 3,000

3000-6000

6000-9000

9000-12000

12000-above

Almost 60% of the shoppers who visited Adidas spent around Rs.3000-Rs.6000 on

lifestyle shopping on an average in a month.

Are you visiting the store for the first time:

24%

76%

Yes

NO

Almost 75% of the customers were visiting the store regularly. This means the store has a

loyal following of customers.



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Frequency of visiting the store:

0% 15%

45%

30%

10%

Weekly

Fortnightly

Monthly

Half-yearly

Yearly

Almost 45% of the customers visit the store monthly and 30% half yearly and others are

divided among fortnightly and yearly.

Are u aware of sub-brands of Levis:

64%

36%

yes

no

65% of the customers surveyed do know about the sub-brands at Levis and were well

aware while rest of 35% just came for a particular fit.



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If yes, which sub-brands do they buy most:

23%

24%19%

0%

14%

10%10%

Red tab

Red loop

Sykes

Workers

501

Levis Black

Diva

Red Tab and Red Loop are the most popular brands among the Levis customers, next

comes Sykes followed by Levis Black and Diva while Workers was not at all known.

If not Levis, then:

25%

7%4%

25%

39%

0% UCB

Spykar

Bizzarre

USI

Espirit

Any other

Most of the customers of Levis head to Espirit in case they do not find their stuff at Levis;

next preferred destination is UCB and USI.



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1) Breaking overall sales potential.

In this step, I interacted with the sales staff and found out the demand of various

merchandise available at the store and what the individual contribution of apparels and

accessories in sales is and further observed the contribution of mens and womens apparel

in apparel section and similarly the contribution of different sub-brands of Levis in the

sales of store.

2) Estimate the store carrying capacity.

The store has racks, display tables and D-brackets to display the apparels and plug walls to

display the accessories.

There are two stock rooms, one at the basement where womens wear has been stocked

while one at first floor where stock of mens apparels has been stocked.

The total display capacity for apparels and accessories comes out to be 2505 and 85 pieces

respectively while stock room capacity for apparels and accessories is 5304 and 600 pieces

respectively.



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Calculation of Display capacity at Levis Store

Basement

WOMEN

PITS

Pits Shelves Stacks Pieces Total

Lowers 6 6 2 6 432

frontal arm in Pits 24

Upper 24

Display Table Rod Shelves

Upper 16 32 48

RACKS

Shelves Stacks Pieces Frontal arm

Shoulder

Display Total

Upper 18 2 6 30 10 256

Lowers 14 2 4 8 120

Display Table Shelves

32 32

Plug wall

Accessories 15

Total capacity 951



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4) Arrive at the optimal product mix.

In this step, I estimated an ideal walk-ins and the conversion rate which there should be for Levis

store in G.K.I and multiplied it with Average bill value to arrive at sales figure for weekdays and

weekends.

After that I arrived at a sales figure for whole month and segregated it in apparels: accessories as

88:12 and then multiplied it with Months On Hand taking 2.5 for apparels and 2 for accessories

which makes the value of stock to be kept around Rs.70, 13,536.

After that I divided the stock value of each category by average price point of the respective

category to arrive at the number of pieces which should be kept in the store according to sales.

But this whole procedure was according to sales. The suggested plan should take into

consideration both the capacity of the store and the sales. And hence, I arrived at suggested figure


Total display capacity of LEVIS store

Upper 747

Lower 1758

Accessories 85

Total 2590

Stock Room Capacity

Basement

Rack Shelves Stacks Pieces Total

Lowers 3 7 4 12 1008

Upper 1 7 4 12 336

First Floor

Racks Shelves Stacks Pieces

Lowers 8 6 5 12 2880

Uppers 3 6 5 12 1080

Accessories 600

Total 5904

Carrying capacity at Levis store 8494

32


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of 6100 pieces for apparels and 600 pieces for accessories making the value of stock to be kept

around Rs.1,26, 03,900.

Value of Stock to be kept as per sales

Estimated

Weekdays Weekends

Walkins 200 280

Conversion 18% 20%

Average Bill Size 2500 2800

Sales 90000 156800

Total Sales for one month considering 8 weekends and 18 weekdays (TUESDAY OFF)

Weekdays 1620000

Weekends 1254400

Total sales 2874400

Bifurcation of Sales into different categories

Apparels Accessories

Contribution 88% 12%

2529472 344928

MOH 2.5 2

Value of stock to be kept 6323680 689856



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Total value of stock 7013536

APPARELS Men Women

Percentage 55% 45%

Value 3857445 3156091

upperwear 35% 35%

Average price point 1320 1350

No. of pieces 1023 818

bottomwear 65% 65%

Avg. price point 2300 2300


total No. of pieces 2113 1710

ACCESSORIES

Avg. Price Point 679

No. of Pieces 1016

The table above shows the suggested stock to be kept and the value of stock to be ordered

for 2 months at the store.


OTB Capacity Suggested

Avg. Price

Point Value

APPARELS 3823 7809 6100

Upper wear 1841 2163 1900 1335 2536500

Bottom wear 1982 5646 4200 2300 9660000

ACCESSORIES 1016 690 600 679 407400

Total Stock to be kept 12603900

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The table below shows the stock plan for women apparels to be kept at the store for 2

months:

APPARELS

WOMEN

BOTTOMWEAR

1 2 2 2 1

Red Loop 25 26 28 30 32 Size Run Options

RL 567 48 6 12 12 12 6 8 6

RL 578 71 9 18 18 18 9 8 9

RL 592 22 3 6 6 6 3 8 3

RL 594 109 14 27 27 27 14 8 14

RL 595 22 3 6 6 6 3 8 3

RL 598 39 5 10 10 10 5 8 5

Skirts 10 1 3 3 3 1 8 1

1 2 2 1

Sykes 26 28 30 32 Size Run Options

Cargos 66 11 22 22 11 6 11

Capris 76 13 25 25 13 6 13

Track Pants 47 8 16 16 8 6 8


1 1 2 1 2 2 2 1

Red Tab 24 25 26 27 28 30 32 34 Size Run Options

L 567 152 13 13 25 13 25 25 25 13 12 13

L 592 98 8 8 16 8 16 16 16 8 12 8

L 544 59 5 5 10 5 10 10 10 5 12 5

567 49 4 4 8 4 8 8 8 4 12 4

559 74 6 6 12 6 12 12 12 6 12 6

Capris 59 5 5 10 5 10 10 10 5 12 5

35


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1 1 2 2 1

Workers 26 27 28 30 32 Size Run Options

Coudroi Pants 19 3 3 5 5 3 7 3

2 2

Levis Lady Style 28 29

Size

Run Options

Shorts 28 14 14 4 7

Capris 33 17 17 4 8

Denims 33 17 17 4 8

1 2 2

Levis Black 31 32 33

Size

Run Options

Jeans 38 8 15 15 5 8

Trousers 57 11 23 23 5 11

1 1 1Levis Vintage 28 30 32 Size Options


1 1 2 1 2 2 1 1 1

Diva Jeans 24 25 26 27 28 30 32 34 36

Size

Run OptionsLow Rise

Skin Fit 79 7 7 13 7 13 13 7 7 7 12 7Low Rise

Straight 232 19 19 39 19 39 39 19 19 19 12 19High Rise

Skin Fit 66 6 6 11 6 11 11 6 6 6 12 6Mid Rise

Skin Fit 79 7 7 13 7 13 13 7 7 7 12 7Mid Rise

Boot Cut 86 7 7 14 7 14 14 7 7 7 12 7High Rise

Straight 53 4 4 9 4 9 9 4 4 4 12 4

Mid Rise

Straight 66 6 6 11 6 11 11 6 6 6 12 6

36


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Clothing Run

Denims 11 4 4 4 3 4

Skirts 8 3 3 3 3 3

UPPERWEAR

2 3 3 2

Red Loop S M L XL

Size

Run Options

Tops 171 34 51 51 34 10 17

2 2 2

Levis Lady Style S M L

Size

Run Options

Tops 87 29 29 29 6 15

Jackets 15 5 5 5 6 3

1 2 2

Levis Black S M L

Size

Run Options

Tees 68 14 27 27 5 14

Jackets 17 3 7 7 5 3

1 2 2 1

Diva Jeans S M L XL

Size

Run Options

Tops 83 14 28 28 14 6 14

Shirts 45 8 15 15 8 6 8

2 3 3 2

Red Tab S M L XL

Size

Run Options

Tops 196 39 59 59 39 10 20

1 2 3 3 1

Sykes XS S M L XL

Size

Run Options

Tops 171 17 34 51 51 17 10 17

The stock plan for mens apparels is:



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MEN

BOTTOMWEAR

1 2 2 2 2 1

Red Loop 30 32 34 36 38 40

Size

Run Options

RL 511 125 13 25 25 25 25 13 10 13

RL 517 125 13 25 25 25 25 13 10 13

RL 518 83 8 17 17 17 17 8 10 8

RL 530 83 8 17 17 17 17 8 10 8

RL 532 69 7 14 14 14 14 7 10 7

RL 535 104 10 21 21 21 21 10 10 10

RL 536 104 10 21 21 21 21 10 10 10

1 2 2 2 2 2 1 1

Red Tab 28 30 32 34 36 38 40 42 Size Run Options

511 158 12 24 24 24 24 24 12 12 13 12

517 158 12 24 24 24 24 24 12 12 13 12

518 88 7 14 14 14 14 14 7 7 13 7

530 88 7 14 14 14 14 14 7 7 13 7

506 97 7 15 15 15 15 15 7 7 13 7

532 70 5 11 11 11 11 11 5 5 13 5

535 70 5 11 11 11 11 11 5 5 13 5536 105 8 16 16 16 16 16 8 8 13 8

Shorts 44 3 7 7 7 7 7 3 3 13 3

2 2 2 2 1 1 1

Sykes 30 32 34 36 38 40 42 Size Run Options

Cargos 347 63 63 63 63 32 32 32 11 32

2 2 2 2 1 1 1

Workers 30 32 34 36 38 40 42 Size Run Options

Trousers 116 21 21 21 21 11 11 11 11 11

2 2 2 2 2

Levis 501 30 32 34 36 38 Size Run Options

Jeans 89 18 18 18 18 18 10 9

28 30 32 34 36

Engineered Jeans 73 15 15 15 15 15 10 7



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2 2 2 2

Levis Black 30 31 32 33 Size Run Options

Jeans 69 17 17 17 17 8 9

2 2 2 2

Red Wire 30 32 34 36

Jeans 23 6 6 6 6

2 2 2 2

Levis Vintage Clothing 30 32 34 36 Size Run Options

Jeans 23 6 6 6 6 8 3

UPPERWEAR

2 3 3 2

Red Loop S M L XL Size Run Options

Tees 146 29 44 44 29 10 15

Shirts 108 22 32 32 22 10 11

1 2 2 1

Denim Jackets 23 4 8 8 4 6 4

Denim Coats 15 3 5 5 3 6 3

4 4

Levis Black M L Size Run Options

Shirts 117 59 59 8 15

Coats 29 15 15 8 4

2 3 3 2

Sykes S M L XL Size Run Options

T-Shirts 209 42 63 63 42 10 21



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2 3 3 2 1

Levis Workers S M L XL XXL Size Run Options

T-Shirts 94 17 26 26 17 9 11 9

Shirts 63 11 17 17 11 6 11 6

2 3 3 2

Red Tab S M L XL Size Run Options

T-Shirts 172 34 52 52 34 10 17

Shirts 57 11 17 17 11 10 6

1 1 1

Levis Vintage Clothing S M L Size Run Options

Tees 10 3 3 3 3 3

ACCESSORIES

Total Quantity 600 Qty.

Caps 40% 240

Bags 20% 120

Belts 40% 240

RECOMMENDATIONS:



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There is a severe shortage of Basic shades in Jeans especially in mens section. Most of the

customers go empty handed just because of the unavailability of basic shades in their fit.

The 511 and 517 fit in mens section are the hottest selling items so these fits should be

available every time a customer needs them.

The trial rooms at the ground floor are quite hot as the yellow lights used there are too

bright and make the rooms too hot for the customers to stay there for long and try the stuff.



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PROJECT REPORT ON ADIDAS, KAROL BAGH

(TO ARRIVE AT AN OPTIMAL PRODUCT MIX FOR THE STORE)



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KAROLBAGH

(ADIDAS STORE)

MARKET ANALYSIS:

Karol Bagh is one of the favourite destinations for national and international tourists. It caters to

all categories of customers and provides all commodities ranging from household goods to

jewellery. Bank Street is well known for jewellery shops. In addition to this, the market is known

for readymade garments, cosmetics, saree and showrooms of other branded items and other sundry

items. It is one of the favourite destinations for the people of Rohini, Pitampura, Shalimar Bagh

and adjoining area as products here are economical and affordable.

Karol Bagh is situated in West-Central Delhi and people from all strata come to this market for

their purchasing.

One can find most of the top brands over here as well as it is a market for the low income group

people as well. Lakhs of people visit this market everyday of which around 65% crowd belongs to

lower middle class and middle class families. Karol Bagh has some fine showrooms and is one of

the best places to shop for jewellery and wedding cloths.

This market has it all:- EBOs, MBOs, Department stores, Supermarkets, Discount stores,

Restaurants and hotels, small kirana shops selling miscellaneous items, hawkers, etc. Thus, this

market is a mix of both organized and unorganized retail shops.

Some of the Exclusive branded outlets here are Levis, Woodland, Spykar Jeans, Numero Uno,

VIP, Samsonite, Adidas, Nike, Metro, Reebok, Liliput, UCB, Raymond, Bata, etc.



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Discount stores include Gokul Mart, Vishal Mega mart, Pocket Friendly, Salasar, Shoppers Mart,

etc. Restaurants include Raffles, Punjab Sweet corner, Mc.Donalds, Pizza Hut and many other

small dhabas.

But a good chunk of market is captured by small shop owners and hawkers selling bags and

accessories, apparels, footwear, food items, etc. where bargaining is very common. One can see a

lot of money changers here as many foreign tourists frequent this market.

COMPETITIVE ANALYSIS:

As a branded and being an exclusive store, Adidas doesnt face much competition in that market.

The following table shows a comprehensive detail of the competitors of Adidas in the Karol Bagh

market:

Brand W A L K I N S Conv. Sales (Daily) Monthly sales ABS Area

Weekdays Weekends % Weekdays Weekends

Reebok 75+ 100+ 15 Rs.30000 Rs.40000 Rs.860000 2300 900

Woodland 100 165 20 Rs.60000 Rs.75000 Rs1680000 2500 3000

Nike 25 45 10 Rs.6000 Rs.10000 Rs.188000 2000 450

Levis 65+ 100+ 40 Rs.35000 Rs.75000 Rs1230000 1800 800

UCB 140+ 225+ 30 Rs.65000 Rs.95000 Rs1930000 1500 4000

REEBOK which enjoys a good location as the store is on the main street. It keeps shoes

ranging from Rs.2290 till Rs.7490. Lowers range from Rs.1000-Rs.1700 while upper wear

starts from Rs.449 till Rs.1000.

The accessories include caps ranging Rs.449-Rs.500 while socks ranging from

Rs.100-Rs.399.



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WOODLAND which has two stores in that market also enjoys a great location being at the

main street. Woodland act as a competitor in Adventure shoes, floaters, caps and bags for

Adidas store. Though it deals in apparels too but they are basically formal and casual and

not sporty as Adidas keeps.

Their main contribution of sales comes from footwear i.e. around 70% while rest 30%

comes from apparels.

NIKE is a very small store in Karol Bagh and that too 6 th shop in a by-lane, quite an

isolated store. It hardly gives any competition to Adidas as it has very less merchandise and

has hardly any footfalls. There is a small Reebok store like Nike adjacent to it owned by

the same person who owns Nike which is also in the same condition. Another Adidas store

which was also in the same street was shut down.

Thus, as such there is not much competition for Adidas in Karol Bagh. It suffers only due to its

location and improper marketing and visibility.

LOCATION:

TheAdidas store in Karol Bagh market is located at 13/8, Ground floor, West Extension Area,

Padam Singh Road and opposite Mc. Donalds. This store is the second shop from the street corner.

Preferably, the store must have a premier location in the market i.e. a corner location or the store

should be opened on the main street so that customers could easily come to know about it as the

case is with other competitive stores.

Already the store entrance is quite laid back and shop board also not visible from distance; there is

a big board of Archies Gallery just above the store which has no relevance.



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Though Mc.D is just opposite, it proves has no advantage as the customers of Mc.D are not

essentially the Adidas customers and they hardly take a look at Adidas store which is just in front.

CUSTOMER PROFILE:

Mostly the shoppers who come here are not customers. They just browse through the merchandise

and leave. There are very few serious customers who visit the store and do buy from here.

Walk-ins in the store are very less as compared to its competitors and thats basically due to its

laid back location and improper marketing.

Almost 70% of the customers of the store are male while rest 30% is female and 35% - 40% are

foreigners while rest is Indian customers who walk in the store.

The results of the detailed customer profiling which was done through questionnaire are shown

below:

The gender bifurcation:

87%

13%

Male

Female

Out of 30 people interviewed 87% were male while 13% females.

Profession:



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Profession

23%

44%

33%

0%

BusinessService

Student

Others

Most of the people who visited the store belonged to service class, next have some business while

others were students.

Age distribution:

33%

50%

17% 0%15-25

26-35

36-45

46-above

Most of the shoppers fall into the age bracket of 26-35 which means most of the customers visiting

the store are middle aged.

Income Distribution:



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Income per annum

20%

60%

15%5% 2,50,000-4,00,000

4,00,000-6,00,000

6,00,000-8,00,000

8,00,000-above

Most of the shoppers fall in the income bracket of 4, 00,000-8, 00,000 per annum. The students

and the housewives are not been included while analyzing this data as they were dependent

individuals and have no income.

Frequency of going for Lifestyle Shopping:

0% 17%

63%

20%Weekly

Fortnightly

Monthly

Half Yearly

63% of the shoppers go monthly for lifestyle shopping which are our target customers.

Amount spent on lifestyle shopping:



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10%

57%

33%

0%

Upto 3000

3000-6000

6000-9000

Above 9000

Almost 60% of the shoppers who visited Adidas spent around Rs.3000-Rs.6000 on lifestyle

shopping on an average in a month.

Frequency of visit to Karol Bagh Market:

17%

40%

33%

10%

Once in a we ek

Once in 15 days

Once in a m onth

Any other

Most of the shoppers visit this market fortnightly as this market is quite big and one can find

almost all the things of ones utilities.



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Where the customers like to shop:

53%

23%

7%

17%

Exclusive brand

outlet

Department Store

Any specific m arket

Multiple brand

outlet

The Adidas customers usually like to go exclusive branded outlets for their shopping and after that

department store is preferred.

Factors considered while selecting a store:

21

2

7

0 0 0

6

14

6

2 201

35

2

18

12

11 12

1

4

00 0 0

6

1

23

0 0 0

19

5 6

0

5

10

15

20

25

1 2 3 4 5 6

RANKINGS

RESPONSES

Brand name Merchandise ava ilability

Price Location

Amenities Customer services

Brand name was given first preference while selecting a store by Adidas customers followed by

merchandise availability, location, customer services, price and amenities.



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Merchandise looked for and being purchased in Adidas:

4

13 13

24

6

02

11

17

0

5

10

15

20

25

30

1 2 3

RANKINGS

RESPONSES

Lifestyle Sports wear Basic

The people visit the Adidas store for its sportswear basically followed by its lifestyle and Basic

(essentials) merchandise.

Effect of advertisement on shopping decision:

63%

27%

10%

Often

Rarely

Never

Almost 60% of the customers at Adidas are affected by the advertisements and promotions while

taking their shopping decision.



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Brand Recall:

77%

13%

10%

Adidas

Nike

Reebok

The first name which comes to the minds of the people when we talk about the sports brand is

Adidas. Almost 75% of the shoppers said Adidas followed by Nike and then Reebok when I

judged their top of the mind brand recall regarding brand dealing in sports wear.

Rating of store:

10

12

8

0 00

9

19

2

00

7

10

13

0

11

13

6

0 0

10

15

5

0 00

5

10

15

20

1 2 3 4 5

Ambie nce Product Displa y Ava ila bility of ProductService of sales staff Range of Prices



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The store was rated excellent in its ambience, service of sales staff was rated as very good by most

of the customers, availability of products was rated as average, and product display was good

while range of prices was again rated as very good.

Thus, the overall rating of the store was quite good. If we could improve the merchandise

availability, the store would do better.

If not Adidas, then:

33%

60%

7%

Reebok

Nike

Woodland

If not Adidas then customers second preference is Nike followed by Reebok and others.

STORE INSIGHT:

The total area of the store is 2700 sq.ft while the carpet area is 2000 sq.ft. The store has 1 store

manager, 1 assistant store manager, 1 store keeper and 3 salespersons. The store has two floors:

Ground floor which basically keeps essentials; and First floor which keeps footwear and both men

and women apparels according to themes like Football, Basketball, Training, Boston Collection,

Training, Three stripes, Lifestyle, etc.



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The whole store has concept BLACK as the walls, the flooring, mannequins and even the ACs

and the wirings are painted black. The 3 stripes on the roof of the first floor guide you towards the

shoe wall.

The shoe wall is also divided into various categories like training, adventure, swim, basketball,

tennis, football, etc. The apparels have also been categorized as per various themes as football,

training, basketball, Boston collection, etc.

Various fixtures like rail walls, T-stands, Display table and shoe wall are used to display the

merchandise.



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LAYOUT OF THE STORE:

Layout of Ground Floor (Karol Bagh Store)

- mannequin


Entrance

Railw

alls

CashDes

k

T-Stand

Stairs

Stock room

Store room

Mirror

55

Displaytable

Displaytabl e


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Layout of First Floor (Karol Bagh Store)


Stock Room

Womensection

Mensa

pparels


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Boston collection

Miscellaneous

Training

Basketball

Rail wall with visual with accessories displayed

Football

STORE ANALYSIS:

The store has very less walk-ins as compared to its competitors i.e. 30 on weekdays and 45-50 on

weekends on an average. To add on to it, many of the times the stock is not available due to which

the store loses its customers. Most of the walk-ins are experienced in the evening time i.e. after

5.30 p.m. as the days are quite hot in summers and the market too remains quite dull.

The conversion rate is around 60% which is quite good and better than the competitors. The only

thing lacking is footfalls which are needed to be increased.



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The average bill value of the store is around Rs.2100 as there are very less customers for high

range and specific (football, basketball, tennis) shoes.

The staff is quite energetic and always tries to give their best shot but sometimes lose interest due

to very less walk-ins and stock unavailability at times.

MERCHANDISE ASSORTMENT:

The store keeps following merchandise:

Mens Apparels: Polos, Tanks, Tees, Shorts, Track Pant, 3/4th Pant and Clima Lite Shirts

Womens Apparels: Polos, Tees, Tanks, Basic Bra, Basic Yoga and Jazz Pants, 7/8th Pant

Footwear: Lifestyle, Running, Basketball, Football, Outdoor, Tennis, Swim, Training

Accessories: Socks, Bags, Wrist Bands, Head Bands, Caps, Football, Sippers, Fitness

Equipments

The store sells mens apparels more than womens apparels. The ratio is said to be 75:25. Apparelscontribute around 46% of the sales while footwear and accessories contribute around 42% and

12% of sales to store respectively.

Talking about quantity, the ratio of footwear: apparels: accessory is 17:55:28.

The hot selling items in the store are mens and womens lowers i.e. capris and shorts. Next come

Tees and Polos.

In accessories, almost everything sells. Most saleable are socks, and then comes caps, head bands,

wrist bands and bags.



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In footwear, the most demanded are running shoes. The people basically ask for shoes in price

range of Rs.2700 till Rs.3500. The most selling shoe is Armer with price tag of Rs.2699 and

Theodore of Rs.1799.

The slow moving items at the store are Boston Collection, NYC, Fitness equipments, Women

Apparels except lowers and high range shoes in football, tennis and basketball.

The themes talked about are displayed below:

BASKETBALL THEME



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FOOTBALL THEME



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METHODOLOGY:

1) Estimating overall realistic sales target.

a) The first step to determine the overall sales potential was market analysis.

Lakhs of customers visit this market daily and on an average around 800 cars and 1000

cars are parked here on weekdays and weekends respectively.

There is a famous Gaffar Market in Karol Bagh, the grey market for all the electronic

items. One can purchase the latest mobile handsets, laptops, etc. at cheap prices from here.

Here, I observed the traffic of major stores at different hours and their conversion

rate.

12.00-12.30 3.00-3.30 5.30-6.00 7.15-7.35

UCB 18 11 25 20

Levis 8 10 18 15

Reebok 4 13 14 23

Woodland 7 18 16 20

Nike 0 2 6 4

McDonalds 45 57 54 42

b) The next step was to analyze the competition of Adidas in the Karol Bagh market. I

identified some stores which pose direct competition to Adidas like Reebok and Woodland.

Though there is a Nike store too in the market but it doesnt prove to be a good competitor

to Adidas because of its location, area of store and poor merchandise assortment.

I observed these stores and also interacted with their store managers to collect the required

information and processed it according to my requirement.



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Though there are various footwear shops like Bata, Metro, etc. but they are not our direct

competitors as Adidas deals in sports shoes basically and brands like Reebok, Nike, Puma,

Planet Sports are its major competitors.

The same could be said about the apparels that as it deals in mostly sports and work-out

apparels, it hardly has any competition with Wills Lifestyle, Spykar, USI, Numero Uno,

UCB, etc. The only category in which these stores can pose competition for Adidas is

Lifestyle where it keeps Tees and Polos for both men and women but the extent of

competition too is quite minimal as the people who wear brand Adidas will go for it

without a doubt.

In apparel section too, it faces competition mainly from Reebok and Nike.

c) After competitive analysis, I did customer profiling in which I prepared a questionnaire

which is attached as annexure and asked the customers to fill it. My sample size was 30.

Various parameters like their shopping frequency, their shopping preferences and brand

recall and store analysis was judged through it.

d) After that comes Store analysis which was being done simultaneously throughout my stayat the store. Here, I observed and noted down each and every detail of the store right from

the merchandise kept to VM of the store, the staff behavior, the display and stock room

capacity, the layout of the store, the footfalls and the conversions, the average bill size, the

store keeping, etc.

2) Breaking overall sales potential.

In this step, I interacted with the sales staff and found out the demand of various

merchandise available at the store and what the individual contribution of apparels,

accessories and footwear in sales is and further observed the contribution of mens and

womens apparel in apparel section and similarly the contribution of different categories in

the sales of footwear (running, basketball, football, outdoor, swim, tennis, etc.)



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Display Table Rail walls T-Stand

2 3 1

Stock Capacity

Apparels 70 184

Accessories 12 114 60

First floor

Ideal capacity of rail wall is taken as

Apparels 38

Accessories 14

Ideal capacity for T-Stand is taken as:

Apparels 8

Accessories 18

Ideal capacity for display table is taken as:

Apparels 35

Accessories 6

FLOORCAPACITY

display table rail walls t-stand TOTAL

2 12 5 7

Apparels 70 456 40 566

Accessories 12 120 126 258



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TOTAL CARRYING CAPACITY

APPARELS ACCESSORIES FOOTWEAR

DISPLAY CAPACITY 750 372 191

STOCK ROOM 5400 200 1020


FOOTWEAR WALL

Display capacity 180 pieces

Total 156 478 282

sum total 1096

Pieces Avg. price pt. Value

total apparels 750 869 651750

total accessories 372 568 211296

total footwear 191 4083 779853

1313 1642899

Stock room capacity at

ground floor

Racks Shelves Pieces Stacks Total

Apparels 9 5 40 3 5400

Stock room capacity at First

floor

Racks Shelves Pieces Total

Footwear 15 5 16 1200less 180

1020

6420

Accessories 200

Avg. Price Point 568

Value of Stock 113600

Apparel (5400 pieces) Footwear(1020 pieces)

Avg. price pt 869 4083

Total value 4692600 4164660 8857260

65


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CARRYING CAPACITY 6150 572 1211

4) Arrive at the optimal product mix.

In this step, I estimated an ideal walk-ins and the conversion rate which there should be for

Adidas store in Karol Bagh and multiplied it with Average bill value to arrive at sales

figure for weekdays and weekends.

After that I arrived at a sales figure for whole month and segregated it in apparels:

accessories: footwear as 48:12:40 and then multiplied it with Months On Hand taking 2.5

for apparels, 2 for accessories and 4 for footwear which makes the value of stock to be

kept around Rs.26, 32,000.

After that I divided the stock value of each category by average price point of the

respective category to arrive at the number of pieces which should be kept in the store

according to sales.

Following is the table showing the OTB plan calculated as discussed above:

Value of Stock to be kept

as per sales

Estimated

Weekdays Weekends

Walk-ins 75 100

Conversion 15% 20%

Average Bill Size 2300 2500

Sales 25875 50000



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Total Sales for one month considering 8 weekends and 18 weekdays (MONDAY OFF)

TOTAL SALES Rs.865750

Bifurcation of Sales into different categories:

Apparels Accessories Footwear

48% 12% 40%

415560 103890 346300

MOH 2.5 2 4

Value of stock to be kept 1038900 207780 1385200

Total value of stock 2631880

APPARELS

Men Women

Percentage 75% 25%

Value 779175 259725

Average price point 924 814


FOOTWEAR

Average price point 4083

No. of pieces 339

ACCESSORIES

Average price point 568

No. of pieces 366



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But this whole procedure was according to sales. The suggested plan should take into

consideration both the capacity of the store and the sales. And hence, I arrived at suggested

figure of 2100 pieces for apparels, 350 pieces for accessories and 580 pieces for footwear

making the value of stock to be kept around Rs.43, 00,000.

The details are as follows:

OTB Capacity Suggested Avg. Price Point Value

Apparels 719 6150 2100 869 1824900

Accessories 226 572 350 568 198800

Footwear 210 1211 580 4083 2368140

Total Stock 4391840

The stock plan on the basis of the suggested value of stock to be kept for the store is as

follows:

APPARELS

WOMEN

Size S M L XL TOTAL

Avg.

Price ValueSize Run 2 3 3 2

Tees 40 60 60 40 200

Polos 14 21 21 14 70

Tanks 14 21 21 14 70

Basic Bra 10 15 15 10 50

Pant 40 60 60 40 200

7/8th Pant 36 54 54 36 180

770 814 626780

MEN

Size XS S M L XL XXL TOTAL

Avg.

Price Value

Size Run 1 2 3 3 2 1



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Tees 40 80 120 120 80 440

Polos 26 52 78 78 52 26 312

Tanks 26 39 39 26 130

Shorts 28 42 42 28 14 154

Track Pants 24 36 36 24 12 132

3/4th Pant 10 15 15 10 5 55

Shirts 8 12 12 8 40

1263 924 1167012

ACCESSORIES

Avg. Price Value

Ladies Socks 50

Men's Socks 100

Ladies Bags 5

School Bags 15

Team Bags 8

Messenger Bags 5

Wrist Band 25

Head Band 25

Fitness Equipments 6

Caps 80

Sippers 15

Footballs 20

354 568 201072

FOOTWEAR

1 1 1 2 2 2 1 1 1 1

Size 4 5 6 7 8 9 10 11 12 13

Size

Run Options

Lifestyle 64 6 6 6 12 12 12 6 6 11 6

Running 279 23 23 23 47 47 47 23 23 23 12 23Basketball 35 3 6 6 6 3 3 3 3 11 3

Tennis 46 5 10 10 10 5 5 9 5

Outdoor 70 7 14 14 14 7 7 7 10 7

Swim 87 8 8 8 16 16 16 8 8 11 8

580

Avg. price 4083



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Total value 2368140

RECOMMENDATIONS:

The store suffers from a serious problem of lesser footfalls. As the store is new and the

entrance of the store is quite laid-back, it needs some promotions and a better sign board

which is visible from a distance.

The store is in need of more visibility which can be done by placing sign boards saying

Adidas at the square lane pointing towards the store.

Any scheme running in the store that should be promoted by placing banners across the

streets and by giving ads in the newspapers.

The sign board of Adidas should be visible in night by placing rods above it.

Music should always be on in the store and some English songs can also be played to

reduce the monotony of the environment.

The broken tiles should be replaced immediately.

There should be a provision of keeping customers bags at the cash counter.

The store should keep enough merchandise in order to fill the customers demands

especially the lowers which sell most.

I recommend mannequins doing actions of playing basketball and stuff with basket

attached to the wall to attract the customers and as its basically a store selling sports wear,

this would give a sporty feel to the store.



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LEARNINGS OF THE TRAINING AT ADIDAS

Mr. Dushyant from Adidas came as an instructor and told us the following things:

History of Adidas:

Adidas was founded in 1948 by a German national, Adolf Dassler and hence, the company got its

name by taking Ad from Adolf and Das from Dassler.

In 1949, it came up with its first brand logo The 3 Stripes which denote trekking field and better

grip.



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In 1972 the second logo of the company was launched which was Trefoil which stands for

variety of products.

In 1991, the third logo Low mountain was launched which stands for sports performance and

technically sound products.

Brand Ambassadors:

Australian Cricket Team

Football teams of Germany, Spain, Argentina and France

Basketball Players Kevin Garnette and Tracy Mc.Radie

Tennis Players Marat Safin and Justin Henin

Cricket Players Sachin Tendulkar, Sehwag and Suresh Raina

Football Player Zidane

In Adidas, the 3 stripes on the roof lead to shoe wall. Rail wall fixtures are used for men while

Plug wall fixtures are used for women. Black circles indicate mens merchandise while white

circles are for womens merchandise.

Footwear Technologies:

Adiprene:

This technology is in heel and is basically for cushioning and absorbing body impacts.

Adiprene+:

This technology is in toe which gives you better push-off and makes you ready for next step.

Torsion:

This technology is in mid foot and provides stability and mid foot support.

Traxion:



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This technology is in outsole and is for superior grip on loose and uneven surfaces.

Adiwear:

This technology is in outsole and is abrasion resistant providing better durability.

Adituff:

This technology is in upper toe for preventing toe injuries and increasing durability of the shoe.

Formotion:

This technology is in lateral heel providing stability when foot strikes the ground. It distributes the

pressure and reduces the knee load.

Pro Moderator:

Its a thin layer of TPU (Thermo Poly Urethane) present in mid foot which keeps foot stable,

prevents excess tilting of foot.

Geofit:

This technology is for enhanced fit.

Quick Strike:

This technology is in outsole which makes the shoe light weight and more flexible.

Gate cycle was taught showing how a foot moves while walking.

RETAIL EXCELLENCE PROGRAM BY ADIDAS:

Mystery Shopping Program:

Under this program, people from Adidas come to the stores as customers and check how the store

is doing and whether the sales staff are attending the customers efficiently and store is following

all the guidelines given by Adidas.



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There are basically 9 steps to be followed by each and every salesperson at Adidas:

Greeting: the customer should be greeted properly once he/she enters the store and here the

salesperson should not miss the eye-contact.

Grooming: the salespersons should be in proper uniforms and well groomed.

Giraffing: the customer should be allowed to look around and this is the time for the salesperson

for need identification.

Product Selection: the salesperson should tell the features and advantages of the product to the

prospective customer.

Actual Selling: the salesperson should try to convince the customer and make him sure of his

purchase and tell him that it is worth buying.

Fitting: the salesperson should ensure that the customer has got the fitting which he wants and

should not try to sell a product which is a loose or tight fit.

Team work: the salespersons should show team spirit while doing their work and there should be

no back-biting.

Cash Desk: the customer should be told about the terms and conditions, the schemes running and

should be asked to write comments in the diary at the cash desk.

Environment: the store environment should be lively, music always playing and the ambience

good.

VISUAL MERCHANDISING:



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Ms. Gitanjali from Adidas came as an instructor and taught us about the policies at Adidas

regarding the display of the merchandise.

Theme Based Display:

Adidas follows theme based displays for its stores where it keeps all the merchandise related to a

particular theme at one place and place a signage depicting that theme.

For eg. A Football theme will have Football related apparels say A C Milan Tees, Soccer shoes,

Lowers and Footballs displayed at one rail wall and a signage saying Football will be placed over

it.

Thus, the store has now Boston Collection Theme, Football Theme, Basketball Theme, Training

Theme, Lifestyle Theme, etc.

Use of Mannequins:

Previously, the display table was kept in totally dead area where no customer goes. She removedthe display table from there and placed 3 mannequins thus, utilizing the dead space on the floor.

Miscellaneous:

The women section was kept near to the stairs on the first floor in order to attract and give a

pleasant feeling to the customers. Also, women apparels were not moving, so to increase its sales

this shift might prove helpful.

The colors should be synchronous with each other.



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Gender: M [ ] F [ ]

Questions:

Q1: How often you go for lifestyle shopping?

Ans: a) Weekly

b) Fortnightly

c) Monthly

d) Half yearly

e) Any other (please specify)

Q2: What amount on an average do you spend on lifestyle shopping?(monthly)

Ans; a) Upto 3000

b) 3000-6000

c) 6000-9000

d) Above 9000

Q3: Where do you like to shop?Ans: a) Exclusive brand outlet

b) Department Store

c) Any specific market

d) Multiple brand outlet

Q4: How often do you visit this store?

Ans; a) Once in a week

b) Once in 15 days

c) Once in a month

d) Any other( please specify)



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Q5: What factors do you consider while selecting a store? (Rank according to your preference)

Ans: a) Brand name

b) Merchandise availability.

c) Price.

d) Location.

e) Amenities (Parking, wash room etc.)

f) Customer services

Q6: What type of apparels do you look for and purchase in Adidas? (Give rank order)

Ans: a) Lifestyle

b) Sports wear

c) Basic

d) Any other

Q7: Till what extent advertisement affects your shopping decision?

Ans: a) Often

b) Rarely

c) Never.

Q8: Which brand name comes to your mind first while talking about sports?

_________________________________________________________

Q9: Rate the store on the following parameters

Q10. If not Adidas, then


Parameters Excellent V. Good Good Average Bad

Ambience

Product Display

Availability of Product

Service of sales staff

Range of Prices

78


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Reebok [ ] Nike [ ] Woodland [ ] Puma [ ]

Any other, please specify.

The questionnaire which was used during the survey in Levis is as follows:

QUESTIONNAIRE

Name:

Age: 15-25( ) 26-35( ) 36-45( ) 46 and above( )

Profession:



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Business( ) Service( ) Student( ) Others( )

Address:

Income per annum: Upto 4,00,000 [ ] , 4,00,000-8,00,000 [ ] ,8,00,000-12,00,000[ ]

12,00,000 and above [ ]

Gender: M [ ] F [ ]

Questions:

Q1: How often do you shop for apparels?

Ans: a) Weekly

b) Fortnightly

c) Monthly

d) Half yearly

Q2: What amount on an average do you spend on lifestyle shopping?(monthly)Ans; a) Upto 3000

b) 3000-6000

c) 6000-9000

d) 9000-12000

e) 12000 above

Q3: Are you visiting this store for first time?

Yes ( ) No ( )

Q4: How often do you visit this store?

Ans; a) Once in a week



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b) Once in 15 days

c) Once in a month

d) Half-yearly

e) Yearly

Q5. Are you aware of various sub-brands at Levis store?

Yes ( ) No ( )

If yes, which sub-brand of Levis you buy the most?

Red Tab ( ) Red Loop ( ) Sykes ( ) Workers ( )

501 ( ) Levis Black ( ) Diva ( )

Q6. If not Levis, then.

UCB ( ) Spykar ( ) Bizarre ( ) USI ( )

Espirit ( ) Any other.

912-charu gupta all retail

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