Presented by :Akash Batra Jatin Singhal Ketan Shah Prachi Garg Shinu Nair1

Contents :y Sunglass Industry Introduction y Organized Market y Semi-Organized Market y Unorganized Market y Consumer Behavior y Analysis y Summary

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Sunglass : Industry Introductiony The sunglasses market is estimated at INR 4.8 billion

in India y Projected to grow over INR 11 billion in the next five years y The organized segment contributes about 19 per cent to the overall eyewear market y Branded sales contribute about 70 per cent to the overall sunglasses market

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Organized Markety Modern form of retailing y Existing market share in India is 3 % y Market growth rate is 35 % y Examples : Hypermarket, Malls etc. y Challenges :y y

Poor supply chain management Aggressive expansion

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First subject:Two adolescentsParameter Age Group Socio-economic Class Came Alone Brand Awareness Loyalty to a particular brand Bargaining Tendency Expected Product Price Range Observations 17-20 approx. Upper Middle Class (A1) No High No. Possible switchers Low 4000-100005

Second subject: coupleParameter Age Group Socio-economic Class Came Alone Brand Awareness Loyalty to a particular brand Bargaining Tendency Expected Product Price Range Observations Late twenties Middle Class Not necessarily married Average No. High 750-20006

SemiSemi-Organized Markety Comprised of mainly middle segment brands y Examples include Ray-Ban ,Fastrack etc. y Examples : Optical Showrooms y Challenges :y y

Limited branded options Insufficient demand

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First subject: Middle aged personParameter Age Group Socio-economic Class Came Alone Brand Awareness Loyalty to a particular brand Bargaining Tendency Expected Product Price Range Observations 35-40 approx. Middle Class Yes Low No. High 500-15008

Second subject:Young girlParameter Age Group Socio-economic Class Came Alone Brand Awareness Loyalty to a particular brand Bargaining Tendency Expected Product Price Range Observations 18-20 approx. Middle Class Yes Good No. High 500-15009

UnUn-Organized Markety Comprised of mainly corner shops, kiosks, street y y y y y

vendors and other single-proprietor venues Existing market share is around 97%. Examples include replicas and chinese imports. Market growth rate is 6 % Expected to reach US$496 billion by 2011. Challenges :y y

Limited branded options Insufficient demand10

First subject: Police constableParameter Age Group Socio-economic Class Came Alone Brand Awareness Loyalty to a particular brand Bargaining Tendency Expected Product Price Range Observations 28-32 approx. Middle Class Yes Low No. High 100-40011

Second subject: AdolescentParameter Age Group Socio-economic Class Came Alone Brand Awareness Loyalty to a particular brand Bargaining Tendency Expected Product Price Range Observations 17-20 approx. Lower Middle Class Yes Low No. High 100-40012

SECTOR COMPARISONPARAMETER Store Name Store Location ORGANIZED SECTOR Shoppers stop SEMI-ORGANIZED SECTOR Chedda optics UNORGANIZED SECTOR Street Vendors Chembur flyover under Busy Intersection with Busy shopping street with Under the Flyover. Lots of restaurants and other shops restaurants and other utility other shops with similar nearby shops nearby offerings nearby.

Store Characteristics

Mall with a designated area General Spectacle and Only sunglass offerings. devoted entirely to lenses store with sunglasses Replicas of sunglasses as add-on offering Expensive brands were up for sale. High. All original Brands Low. Limited to one or two High. but brands brands Middle Class 200-5000 a ttractive Adequate Lower Class 30-200 Unhygienic and inadequate. 13 no original

Product Variety

Prospective Consumer class Upper middle and upper class Price Range of offerings 500-20000 (INR) Store ambience Good with lighting.

ANALYSIS:y Middle and upper middle cases prefer organized y y y y y y

sector. Brand Conscious and expect multiple offerings. Split-Loyal. Rarely entrenched buyers. Lower middle class prefer unorganized sector. Good Bargain and value for money. Not insistent on quality. Not brand-conscious.

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