Numero Uno Clothing Ltd.Comparative Analysis of The Brand in

There FLAGSHIP STORE,FACTORY OUTLET and VENUE SALE.

Presented By:-Rajiv RanjanNational Institute Of Fashion TechnologyHyderabad

OBJECTIVE

To analyse the purchasing pattern of the consumers by undergoing comparative analysis of the Brand.

SUB OBJECTIVE To analyse the buying behaviour of the

consumers of NUMERO UNO.Will get to know what they expect more from the

Brand.How they compare the merchandise of the Brand

in FLAGSHIP STORE, VENUE SALE, and FACTORY OUTLET.

METHODOLOGY

Market research based on questionnaire method.

Existing data.Secondary data from various

sources.

Facts about Research• Research type:-• Primary Research (Questionnaire)• Sample Size:-20 • Target :- Younger People• Age Group: 18-35• Places of Research:-i) Flagship Store(CP)

ii)Factory outlet(Kataria chowk)iii)Venue Sale(Aaga khan hall)

INTRODUCTIONNUMERO UNO was incorporated in

1987 by Hi Fashion Clothing Co.1st of April 2007 the company

changed its name to Numero Uno Clothing Ltd.

Over the years NUMERO UNO has been dynamic and responsive brand for the youth.

Contd ……..NUMERO UNO today owns, 4 state-

of- the- art units in Gurgaon, Okhla, Selaqui and Manesar.

500 machines and more than 1000 workers.

Gurgaon unit has one of the best in-house laundries in the country with a capacity of 2,00,000 pieces a month.

Contd …….Numero Uno started by primarily

manufacturing jeans for men and slowly moved into jeans for women.

A knitting plant was set up for shirts & sweaters for both men & women.

Numero Uno, has a team of designers who come from India’s premier institutes

Positioning and StrengthsNumero Uno has over the years,

metamorphosised into a dynamic and responsive brand for the youth.

NUMERO UNO Defines new fashion trends catering to consumer preferences.

NUMERO UNO targets the 18-35 age group.

CONTD….Numero Uno is positioned as a

youthful, trendy and fashionable denim/casual wear brand for both men and women.

Today, Numero Uno is perceived as a brand that does not compromise on quality, fit, design and comfort.

Communication and Promotion Strategy

Concept was to position NU as a youthful, fun loving brand with attitude

Campaigns are eagerly looked forward to and have been hailed as breakthrough advertising that has tremendous appeal without being vulgar.

The brand imagery and message is portrayed through TV spots on Prime Channels, ads in lifestyle magazines, newspaper ads, hoardings, and time-to-time promotions through events and sponsorships.

CONTD…..

Promotions were also effective by highlighting the product ranges in the print media on an All India basis.

There is also Media Publicity for our events and New Store Launches.

Future OutlookCurrently, the company has116

exclusive stores across IndiaNUMERO UNO is aiming to open 200

stores within the next 2 yrs.planning to open 25 more exclusive

stores during the financial year 2008-2009

Targeting southern market.

CONTD…Currently, the Brand is available at

33 Large Format stores such as Shopper’s Stop, Reliance, Central –Pantaloon etc.

Current Innovations Numero Uno

launches EspanaEspana reflects

style and manifests originality of today's fashion-conscious and discerning young generation

NU BlueNU Blue entered

the market in spring/summer 08.

Launched new economy brand NU Blue in the Indian market.

Economical price with quality.

NU BlueNU Blue is a

product that combines all facets of style, fit and design.

Targeting young professionals and college goers.

NU Blue is a trendy garment for both Men and Women.

NU JUNIOR2007 NU Launched its products for

junior’s under the Brand name “NU JNS”.

Products have been retailed through “NU” exclusive stores.

NU plans to open 20 exclusive brand outlets for “NU JNS” in the financial year 2008-2009 & 2010.

EYEWEAR Licensing

arrangement with a reputed international eyewear manufacturing company.

Numero Uno eyewear is available through NUCL’s distribution network

FOOTWEAR NU has a large section

of footwear's. company plans to

open 20 exclusive footwear stores across India by 2009-2010.

company is also putting up a manufacturing facility for NU Footwear at Silaqui (Uttaranchal).

ACCESSIORIESDEODRANTS and PERFUMES BELTS

UNO“NUCL” is also planning to start a

formal label under the brand name “Uno”

“UNO” will be a complete line of formal clothing.

OVERSEASCompany is looking at licensing

arrangements in international markets.

company has started test marketing & exporting its products to UK, South Africa and Nepal where the Brand has been well accepted.

PROJECT

Comparative Analysis of The Brand in There FLAGSHIP

STORE,FACTORY OUTLET and VENUE SALE

Analysis of the store on the 4Ps of management

Product Price

Place Promotion4Ps

PRODUCTDeals with the casual wear.Keeps younger generation in mind.Wide merchandise range for both

males and females.Enough merchandise on accessories

Merchandise categories for men’s

Exclusive merchandise to satisfy the needs of the different segment of the Male customers.

Like :- Denims Shirts T-Shirts

Accessories Footwear's

Merchandise categories for women’s

Exclusive merchandise to satisfy the needs of the different segment of the Female customers.

Like :- Denims Tops

Casual Shirts Accessories Footwear's

Exclusive Fits of Numero Uno Men

Slim fit NURM 219 ;- Mid low

slim fit NURM 209;- Mid low

slim straight EJM Espana 239;- Low

slim fit (Launched in march 2009)

EJM 249;- Mid low narrow slim fit

Regular fit NURM 230;- Mid low

comfort fit NURM 255;- Straight

fit NURM 259;- Boot cut EJM 279;- Light boot

cut (slim and thigh tight

Exclusive Fits of Numero Uno Women

Fits-NURL/JSL 019;-

Mid low slim straight

NURL/JSL 07 ;- Boot cut

NURL/JSL 09;- Mid low slim fit

NURL/JSL 08 ;- Mid low straight cut

PRICEMens

Denims:-Rs 1099to2499

Shirts:-Rs 799to1449

T-shirts:-Rs 599to899

Tri pack T-Shirts:-Rs 799

WomensDenims:-Rs

999to2299.Shirts:-Rs499to

999T-Shirts:-

449to799Tri pack T-Shirts:-

Rs 699.

ACCESSORIESFootwear’s; - Price range starting from

Rs599-2799Sunglasses; - Price range starting from

Rs1299-1699Belts;- Price range starting from Rs599-899Scarf’s; - Price range starting from Rs199-

499Caps; - Price range starting from Rs299-

399

ACCESSORIES Contd….Bandanas; - Price range starting

from Rs149-249Socks; - Price range starts from

Rs99-299Perfumes; - Price range is Rs349Deodrants;- Price range is Rs149

LOCATION OF THE STORE AT CONNAUGHT PLACE

The store is located in the heart of “INDIA” capital NEW DELHI.

It is located in the costliest and shopping paradise of India Connaught Place.

Connaught place is one of the largest financial, commercial and business centres in Delhi

It is often abbreviated as CP

CONTD….Robert Tor Russell, chief architect to

the Government of India designed Connaught Place in 1932.

PromotionBrand does not spends much on promotionThey come up with several schemes like

buy a merchandise of Rs5000 and get a sunglass by paying just Rs 250 more.

The brand imagery and message is portrayed through TV spots on Prime Channels, ads in lifestyle magazines, newspaper ads, hoardings, and time-to-time promotions through events and sponsorships

FLAGSHIP STORE QUESTIONAIRE

Q1.How many times in a year do you go for shopping?

i)Once in a month...... ii)Once in two months....iii)Every six month..... iv)Once in a year

1 2 3 40

2

4

6

8

10

12

Series1Series2

QUESTIONNAIRE CONTD….Q2.Are you Brand

loyal? (Do you buy NUMERO UNO always?)

i) Yes........... ii) No............ iii) Not always...........

1 2 30

1

2

3

4

5

6

7

8

Series1Series2

CONTD….. Q3. When do you

come to the Store what do you prefer the most?

i)Brand name........... ii)Style........ iii)Quality..... iv)Pricing..........

1 2 3 40

1

2

3

4

5

6

7

8

9

Series1Series2

CONTD…Q4.When do you

come to the Store what do you prefer the most? What factor(s) influences your choice?

i)Price....ii)style and variety......iii)Quality........iv)Comfort........

1 2 3 40

1

2

3

4

5

6

7

8

9

Series1Series2

CONTD….Q5..What do you

think about the Merchandise at the at the Store?

i)Excellent......... ii) Good............ Iii) Average........ iv) Poor............

1 2 3 40

1

2

3

4

5

6

7

8

9

Series1Series2

CONTD……Q6.What do you

think Service offered at the Store of NUMERO UNO?

i)Excellent........ ii) Good............ iii) Average.......iv) Poor................

1 2 3 40

1

2

3

4

5

6

7

8

9

Series1Series2

CONTD…..Q7.What do you

think about the VISUAL MERCHANDISING of the Store?

i)Excellent.ii) Good. iii) Average iv) Poor

1 2 3 40

2

4

6

8

10

12

14

Series1Series2

CONTD…Q8.Are you satisfied

with the product Range of the Brand?

i)Yes........... ii)No..............

1 20

2

4

6

8

10

12

14

Series1Series2

CONTD…Q9.What do you think

of the Brand NUMERO UNO as compared to other Brands?( Rank according to your preference)

i)Numero Uno. ii)Pepe.iii)Spykariv)Levis

1 2 3 40

1

2

3

4

5

6

7

8

Series1Series2

CONCLUSIONHeavy Denims.Less assortments in ladies section.Tunic and capriesShorts.Value for there moneySame quality with cheaper price.Premium products

FACTORY OUTLET

An outlet is a retail store where manufacturers sell their dead stocks or outdated stocks through their own Branded Store.

invention of the retail outlet store is often credited to Harold Alfond, founder of the Dexter Shoe Company

FACTORY OUTLETOutlet malls first appeared in the

United States.Sites of factory outlet are generally

“out-of-town”Which minimizes overhead costs.Recently, most of these kind outlets

are published online

Numero Uno, Factory outlet

There are several factory outlets of NU.

Outlet which I have been through was in Atul kataria chowk Gurgaon.

Walk-ins :-local residentsResponse:-Satisfactory

Merchandise at outletApprox six month old.All types of fits (outdated also)Merchandise range is less for

females.

Discount offered at the outlet

Men'sDenims:-

25%to4o%Shirts:-

30%to50%T-Shirts:-

30%to50%

Women'sDenims:-

25%to4o%Shirts:-

30%to50%T-Shirts:-

30%to50%

There is fixed rates in fresh stocks

FACTORY OUTLET QUESTIONAIRE

Q1.How often do you go for a shopping?

i)Twice in a monthii) Once in a

monthiii) Once in two

months1 2 3

0

2

4

6

8

10

12

14

Series1Series2

CONTD…Q2..Are you Brand

loyal? (Do you buy NUMERO UNO always?)

i) Yes........... ii) No............ iii) Not

always...........1 2 3

0

1

2

3

4

5

6

7

8

Series1Series2

CONTD…Q3. When do you

come to the factory outlet what do you prefer the most? What factor(s) influences your choice?

i)Pricei)style and variety.iii)Qualityiv)Comfort 1 2 3 4

0

1

2

3

4

5

6

7

8

9

10

Series1Series2

CONTD…Q4.Are you

satisfied by the price at factory outlet?

i)Yes......... ii)No........

1 2 3 40

2

4

6

8

10

12

14

16

Series1Series2

CONTD…Q5.If the sales would

have been offered at the Flagship store, Factory outlet, Venue Sale. What would be your preference order?

1 2 30

1

2

3

4

5

6

7

8

9

10

Series1Series2

CONTD…Q6.What do you

think about the Merchandise at the at the factory outlet?

I)Excellent............ ii) Good............ iii) Average......... iv) Poor................ 1 2 3

0

1

2

3

4

5

6

7

8

9

10

Series1Series2

CONTD…Q7.How do you

perceive Factory outlet of Numero Uno with comparison to Flagship Stores?

i)Excellent…..ii)Good............ iii) equally

good...............iv) Average................

1 2 3 40

2

4

6

8

10

12

Series1Series2

CONTD…• Age group:–18-25–26-30–31-35–35 and above

1 2 3 40

2

4

6

8

10

12

14

Series1Series2

VENUE SALE AAGA KHAN HALL

Sale started from 25th of June to 12th of July

Offerings at sale venue were attractive.

Buy three get one free.(T-Shirts)Rs300/- off on Denims of both ladies

and gents.50% off on shirts of both ladies and

gents.

SALE….Very next day 2

more offers were introduced

Created confusionNext day offer was

stopped bcoz offer was for store only.

Previous offered was continued.

SALE QUESTIONNAIREQ1.When do you

come to the Sale what do you prefer the most? What factor(s) influences your choice?

i)Price.ii)style and variety.iii)Quality.iv)Comfort. 1 2 3 4

0

1

2

3

4

5

6

7

8

Series1Series2

CONTD…• Q2.D you buy the

products of NUMERO UNO only from the Sale or you go to the Stores also.

• i)Yes• ii)No (only in

Sale) 1 20

2

4

6

8

10

12

Series1Series2

CONTD…Q3.What do you

think about the Merchandise offered at the Sale?

i)Excellent.ii) Good.iii) Average. iv) Poor. 1 2 3 4

0

2

4

6

8

10

12

Series1Series2

CONTD….Q4.How would you

compare the sale offering of NUMERO UNO as compared to the sale of others Brand?

Excellent.ii) Good.iii) equally good. iv) Average.

1 2 30

1

2

3

4

5

6

7

8

9

10

Series1Series2

CONTD…Q5.Do you think

its value for your money after the purchase?

i)Yes. ii)No.

1 20

2

4

6

8

10

12

14

16

18

20

Series1Series2

CONTD…• Q7.If sale is

being offered at Flagship Store also where would you go and why?

• i)Flagship Store. ii)Sale.

• iii)Both. 1 2 30

1

2

3

4

5

6

7

8

9

Series1Series2

CONTD…Age group:

18-2526-3031-35Above 35

1 2 3 40

2

4

6

8

10

12

Series1Series2Series3

CONTD…• Approximate

monthly income:–25,000 <–25001-50,000–51,000-75,000

-Not earning1 2 3 4

0

1

2

3

4

5

6

7

8

9

Series1Series2

CONCLUSIONConsumers perception for the Brand.Consumers wants some more

product range.Needs more marketing activities and

promotional strategy.Brand should come up with more VM

activities.Should come up with some premium

collection.

THANKS