horizon iim lucknow retail rachit

8/2/2019 Horizon IIM Lucknow Retail Rachit

1/11

Team Name : Horizon

Campus Name : IIM Lucknow

Sector strategized : Retail

Name College ID E-Mail Year

Asavari Moon PGP27208 [email protected] First

Rachit Singh PGP27240 [email protected] First

Taniya Biswas PGP27327 [email protected] First

Vishal Choudhary PGP27262 [email protected] First


2/11

Developing Strategy for Mom & Me

Team Horizon

Asavari Moon | Rachit Singh | Taniya Biswas | Vishal Choudhary


3/11

What are the strategic thrust areas for

driving sales and profits at this juncture of

the business?

Opening of Mom & Me stores near

hospitalsMinimizing logistic cost by

standardization of the distributionprocess

Using Data warehousing, dataforecasting and data mining tools toforecast the demand in the particular

area


4/11

Criteria considered for opening Number of Store in

Tier II and Tier III cities

Some examples :

City PopulationPer capita

incomeArea

Number of

Stores

Tier 2

Agra 1686976 9997 188.40 sq km 1

Indore 2424312 8725 3898 sq km 2

Vishakhapatnam 25,15,120 11250 540 sq km 2

Tier 3

Jamnagar 19,10,000 54512 111 sq km 2

Kozikode 432097 27686 128 sq km 1


5/11

WOM and Social Media

Free health checkups for Pregnant Ladiesand new born babies

Healthy Baby competitions

Best baby emoticons photography

Creation of Mom & Me Clubs

Special benefits (free baby shower) to Mom& Me members

Campaign against Infant Mortality Rate

Sponsoring in Pulse Polio vaccination


6/11

What is the overall market potential for

franchising?

Annual turnover of nearly US$3.3billion

800 franchisors (only 10% beingforeign owned)

About 40,000 franchisees

Tier II and III cities as the next bigretail destination

Will not work for high cost retail

fashion chains in Tier II and III as the


7/11

The Ann Taylor (USA Retail chain) way :

Ann Taylor LOFT : was established in 1996as an extension of the original Ann Taylorbrand, offers more relaxed fashions for workand home, in the "upper moderate" priced

category.Ann Taylor Factory : offers reduced prices,

as well as Ann TaylorFactory merchandise.Ann Taylor LOFT Outlet : offers a LOFT-

based Outlet environment, similar to thecurrent Ann TaylorFactory stores, withunique LOFT Outlet merchandise mirroredfrom popular and best-selling LOFT product.

Mom & Me can use the same structure of Ann Taylor


8/11

What would be the timescale of operations andlaunching a network?

Birth rate or delivery rate is higherduring summer (April-June). Considering this timeline toopen a outlet, timeline of operation

and launching network can be asfollows:y Selection of location for outlet : 8

months prior to launchy Product Delivery and Stack

arrangement : 2.5 months prior tolaunch

y Running promotional and pre-launch publicity : 2 months


9/11

What would be the effect of the new franchise

network on existing operations?

As administrative and launchingfunctions are outsourced, it will allowMom & Me to focus on theircore competencies

It will use existing network of franchiseand their established relationships,

which will draw supportand collaboration from local suppliersand stakeholders

It will help in building a brand and


10/11

What would be the effect of the new franchise

network on existing operations? (Contd..)

As franchises havelegal departments that take care of theissues like lawsuits , accidents anddifficulties with employees , manytrivial operational issues can beresolved within time and at less

expenseAs franchises offers national

advertising campaigns in their fees,

cost reduction can be implemented


11/11

THANK YOU

horizon iim lucknow retail rachit

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