Field study on westside

1. Field Study Prepared By-
Anuradha Thorat
Shalini
Rishi Jha
Vinay Gupta
Natansh Dubey
under the guidance of
Prof.Shailesh Pandey

3. Basics of Marketing
Consumer Behaviour
Features
STP
4 P’s
Product
Price
Place
Promotion

4. “To be the most preferred and consistently profitable
lifestyle retailer.”

5. Started by Mrs. Simone Tata after acquiring
Littlewoods.
Today, it has reached 28 cities with more than 59
stores.
Currently headed by Noel Tata.
Designed to cater to shopping needs of various
customers.

6. The store sizes range between 20000-30000 sq. feet.
Annual Sales for 2012 was Rs. 612 cr.
With net profit of Rs. 56 cr.
Located in the heart of Pune.

9. This is an era for organised retailing
The scope is still huge
Open economy industry makes it easy for big retailers
to enter this industry making the competition tough
Westside does not have a very unique policy of its
own but it does benefit from the brand goodwill of its
parent company

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

11. 1. Segmentation and Targeting
 Demographic
Family
 Economic
Upper middle and lower upper class
 Psychographic
Lifestyle types.
 Behavioural
Occupation
 Geographic
Nation,state,region,city

12. Women Ehtnic Wear
Western wear
Cosmetics
Mens Wear
Furnishing
Accessories
Kids Wear

13. Positioned as value for money products-good
quality,low prices,contemporary and exclusive designs
and wide variety.
Good store ambience-shelves are not overloaded
Focus on “I GOT A QUALITY PRODUCT AT A
REASONABLE PRICE “ feelings

14. The name itself gives an upbeat feel.
The stores are designed to convey this message.

15. Product
Price
Place
Promotion

16. Has about 7-8 product
category.
Displays majorly in-
house brand.
Has tie-ups with other
brands.

17. L.O.V.
Zuba
Nuon
Sassy Soda
Gia
Ascott
Westsport
Westraveller

18. • Men’s Wear and Accessories.(35%)
• Women’s Wear and accessories.(65%)
• Kid’s Wear.
• Crockery and Kitchen.
• Daily Necessities.
• Branded Jewellery
• Gift items.
• Footwear.
• Interior decoration.

20. Based on Product strategy, it is unable to separate
itself from its competitors.
There seems to be a lack of Brand identity.
Westside is a victim of Red ocean marketing strategy
when it comes to diversifying its products.
It has been unable to carve out a separate niche for
itself in the retail industry.

22. Consumer Behaviour is how individuals make
decisions to spend their available resources
(time,money,effort) on consumption related items.
Interacting with customers,we found out that,the
customers were: Consistent
Price conscious
Loyal
Demand for products are more or less constant
throughout the year for majority of products.

23. Pricing decisions consistent with firm’s marketing
strategy and target market.
They believe in delivering customer ended service and
charging fair price.
Offers Value for Money proposition for consumers,
especially by offering their own brands.
Helps to augment their sales margin.

24. Sales persons revealed that prices tend to fluctuate
during festive seasons keeping consumer behaviour
and demandin mind
The pricing strategy is set such as to attract customers
of all segments
All products and prices are
registered

25. Types of Pricing:
• Promotional discounts
• Seasonal Pricing
• Image Pricing.
• Product form Pricing
• Psychological Pricing
• Product bundling Pricing
• Value Pricing.

26. The store functions all seven days a week.
The store is located very near its competitor.
Products are distributed from Mumbai headquarter.
Stock replenishment done mainly on Fridays.

27. Product availability mainly depends on the demand of
the product.
Some products have consistent demand whereas
some fluctuate in demand according to season trends
and festivals.
Ground floor exclusively for women approx 70% area
for women apparel and accessories, women form the
biggest and most loyal customer base for them.

28. • 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.
•Comparing inhouse brands with external
brands to promote inhouse brands eg
chromozome with westsport.

30. Customer base changed over time.
Not much shelf-space is given to the International
brands.
Customer preferences are changing from in-house
labels to international brands.
Lesser media promotions.

31. Pantaloons
Ruchi’s Big life
Maxx
Shoppers Stop
Globus
Big Bazaar
Vishal Mega Mart
Marks and Spencers
Lifestyle

32. Aiming to increase their customer
base by adding the international
brands in their product basket.
Focussing more on inhouse
brands and displaying the
products such as to make it look
comparatively better in quality.

33. 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.

34. Thank You 