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CUSTOMER RELATIONSHIP MANAGEMENT
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PRESENTED BY
Garima Thakker – 13 Mitali Baxi – 23 Palash Jain – 25 Thomas Joseph – 44 Vatsalya Jalan – 48
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CONTENTS
Introduction STPR ERP SCM Brand Building & Brand Equity Data Warehousing Data Mining Conclusion
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ABOUT WESTSIDEEstablished in 1998 – part of the Tata Group, operated by
Trent Ltd.
First of its kind, introducing the idea of having a retail outlet chain in India
Current position - has established 49 stores (measuring 15,000 - 30,000 square feet each) in Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Gurgaon and many other cities of the country.
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SEGMENTING, TARGETING, POSITIONING
& RETAINING
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SEGMENTING
Demographic Segmentation – based on age group and gender of customers.
Geographic Segmentation – based on geographic locations of customers.
Behavioral Segmentation – on the basis of buying behaviour of customers.
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TARGETING
Core target group is 18-25 years old boys and girls
Also 25-35 years old men and women are extended target as they are also a part of the youth segment
Mass Targeting Strategy
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POSITIONING
Youth Fashion Brand.
Strive to provide trends from across the world to match the lifestyle and global inspirations of the youth at affordable prices.
Stylish, trendy and affordable
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RETAINING
Loyalty Programs
New Weekly Collection
Customization in different regions
Exchange Policy
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BRAND BUILDING
Advertising & Brand Ambassadors
Affordable Style
Designer Labels
In-house Brand Building
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BRAND EQUITY
Leveraging Brand Name “TATA”
Style
Reasonable and Flexible Pricing
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ENTERPRISE RESOURCE PLANNING
Components• Merchandise management • Retail planning • Store operations • Corporate administration
Business Implications– optimum utilization of the resources– Reduction in the overhead and Inventory – Timely responsiveness – Integrated work environment
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SUPPLY CHAIN MANAGEMENT
Vendor Management Purchase Order Management
Stock Receiving Systems
Purchase Verification and Inventory build up
Dispatch of stocks to the retail floor and forwarding of bills for payment.
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LOYALTY PROGRAMS
1) Club west card program
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2) Loyalty and company image go hand-in-hand
3) Revamping company image – They do not want to keep current positioning but have an upward image revamp.
4) Khadi, handloom and handicraft products
LOYALTY PROGRAMS (CONTD.)
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5) India’s first multi-brand loyalty program:
LOYALTY PROGRAMS (CONTD.)
Higher empowerment
points
One currency empowerment
points
Instant redemption of empowerment
points at participating
outlets
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DATA WAREHOUSING
Excellent usage of Data warehousing done by the TATA Group of Industries.
Empowerment Program – the Tata empowerment card
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Access to Customer Info in real-time
Ability to update and renew changes to Customer Gift Cards and Rewards
Improved operational efficiency
DATA WAREHOUSING
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DATA MINING
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CONCLUSION
Achieve Customer Delight
Satisfy Unstated Needs
Meet Basic Customer Requirements
The Westside Café and loyalty programs.
Good ambience, friendly sales staff, good store layout.
Apparel of all types for all market segments and home accessories.