Post on 24-Jun-2015
description
HOW SHOULD TOPSHOP CAPTURE THE INDIAN MARKET PLACE?
Manvi Singh
ENTRY STRATEGY
Franchise agreement with Trent group
49% stake- Trent 51% stake- Topshop
THE INDIAN WOMENS WEAR MARKET
Branded women apparel market is projected to rise at a rate close to 25% and surpass Rs. 18,000 Crore by 2010. Western wear, along with lingerie, will emerge as the fastest growing segment.
-DATAMONITOR
Indian fashion retail
industry
BUSINESS OPERATIONS
SUPPLIER: Indian and international
INBOUND LOGISTICS: Outsourced
WAREHOUSE: 2 warehouses in south and North (Noida: NCR region)
OUTBOUND LOGISTICS: Outsourced
STORE: Marketing and sales, Services
TARGET CUSTOMER
SEGMENTATION ON THE BASIS OF
DETAILS
Age 16-35 years
Sex female
Social class Upper-middle class
Type of residence Owner of houses
Marital status Single/ Married
Level of education educated
Demographic segmentation
TARGET CUSTOMER
15-23 years old
TARGET CUSTOMER
24-35 years old
THE REASON FOR PURCHASING CLOTHES
1st choice 2nd choice 3rd choice 4th choice0%
20%
40%
60%
80%
100%
120%
20% 20%
58%
2%
58%
42%
22%
38% 40%
0.0200000000000001
0.98
special occassiongiftimpulseneed
THE REASON FOR PURCHASING CLOTHES
25%
35%
10%
30%
Prefference
NeedImpulsive buyingGiftingspecial occasion
PRODUCT
SIZE FABRIC STYLE
• Heavy body• Average height is 5.5-5.6
• Difference in temperature between Delhi and Mumbai.
• Mild winters and strong summers.• Summers: muslins, linen, lycra etc
• Winters: wool+cotton mix, Wool+polyester mix• In-between seasons: cotton polo necks, linen
coats, cotton jumpers
• 84% women wear western-wear.
• Bright colours
STYLES IN CLOTHING
VINTAGE
SPORTY
RETRO
STYLE IN CLOTHING
CHIC
HIPPY
BLING
GLAMOR
PREFERNCE OF STYLE IN CLOTHING
12%
17%
19%7%18%
17%
9%
Prefference
VintageSportyRetroChicBlingHippyGlamourous
DAYTIME PREFERENCES
NIGHT PREFERENCES
PREFERENCE OF CLOTHING DURING THE COURSE OF THE DAY
14-24 25-350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
8%
36%
92%
64%
indian ethnic wearWestern wear
PREFERENCE OF CLOTHING DURING WORK/COLLEGE
14-24 25-350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
8%
40%
92%
60%
indian ethnic wearWestern wear
PREFERENCE OF CLOTHING DUSRING NIGHT- PARTY/CLUBBING/DINNER
14-24 25-350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%4%
100%96%
indian ethnic wearWestern wear
PRODUCT LINE FOR TOPSHOP IN INDIA
PLACE
Delhi
Mumbai
Income profile: $ 25.10 bn
Income profile: $34.94 bn
New Delhi There is a cheaper and larger availability of retail space in Delhi.
CONSUMER PREFERENCE OF SHOPPING LOCATION
1st choice 2nd choice 3rd choice 4th choice 5th choice0%
20%
40%
60%
80%
100%
120%
30% 32%38%
32%
40%20%
8%
38%
24%
16%
12%10%
4%
46%
50%
0.26
0.1
0.4 Others
south EX
GK
Select city walk
Ambi mall
SHOPPING LOCATIONS IN DELHI
• Mango• FCUK
• Replay• UCB
• Esprit• Shoppers Stop
• Pantaloons
• Mango• FCUK
• Replay• UCB
• Esprit• Sisley• Guess
• CK
• Mango• UCB
• Esprit• Sisley
• Lacoste
3 YEAR PLAN
LOCATION AREA
South extension 15000 sq ft
Ambience Mall 5000 sq feet
Select City Walk 5000 sq ft
LOCATION AREA
Vasant kunj mall 6000 sq ft
Gurgaon DT mall 5000 sq ft
Noida centre stage 5000 sq ft
1ST YEAR
2ND YEAR
3 YEAR PLAN
LOCATION AREA
Khan market 4000 sq ft
GK M block 6000 sq ft
3RD YEAR
COMPETITION
Domestic and
International and Domestic retailers
Unorganized retailers
Substitutes: Export rejects and Tailor made garments
THE MARKETING CAMPAIGN
The advertising campaign The PR campaign
PR CAMPAIGN
24.53%
20.93%25.46%
19.80%
9.20%
MOST COMMON INSPIRING FACTOR WHILE CHOSING A STYLE
Models in the magazineMannequinsBollywood moviescelebritysitcom
PR CAMPAIGN
PR should be outsourced to a PR firm Bollywood movies Magazines such as Vogue, ELLE,
Femina etc should be used as a medium to promote their stock.
Charity events- AIDS and Breast cancer Celebrity ‘Kate Moss’ campaign- 52% Indian do
not recognize Kate Moss.
PR CAMPAIGN
AD CAMPAIGN
WEAR LONDON IN INDIA
Thirst to be the first to wear Topshop in India
PROMOTION: promotion objectives pyramid
Source: Bruce, Margaret.2nd edition - International Retail Marketing
INFORM, CREATE CUSTOMER AWARENESS
AROUSE INTEREST AND PERSUADE TO TAKE ACTIONS
ENCOURAGE PURCHASE
GAIN LOYALTY
• Media coverage: launch party and fashion shows.
• PR• SMS
• Magazine adverts• Ecatalogues vs
Direct mails• Banners
Example of VM during store-launch
CORPORATE STRATEGY
TOPSHOP
DIFFERENTIATION
Branding Synergy Quality Services:o Refundo VIP shopping experienceo Student discounto Loyalty cardso Gift cards
FOCUS
• Does not cater to Mass market.• Due to pricing and product policy.• Hence targets a niche.• Niche is a small percent of the entire
population, but a large number.
BUDGET
TOTAL INVESTMENT IN INDIA= $1bn
Investment in Delhi= $30mn Investment in Mumbai= $30mn Investment in further tier II and tier
III cities and excess deposit= $40mn
BREAK-EVEN
PARTICULARS AMOUNT ($)
Initial investment (30,000000)
Sales in year 1 3600000
Sales in year 2 7500000
Sales in year 3 15120000
Sales in year 4 20000000
Total sales 46220000
PROFIT after 4 years 16220000