Download - Organised Retails in India

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Comparative Study on Profitability Drivers of Indian Retail Industry and their formats

and challenges to unorganized retails in the current scenario.

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ID!"

C#$!$S P%&! #

Acknowledgement 4

Preface 5

Executive Summary

6

Todays Retail in ndia

! " #

$ey Points of ndian %rganised Retail

ndustry &

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'ormats in ndian %rgani(ed Retail

Sector )*

To+ ,a-or Retail Players in ndia

))

%.-ectives of t/e Study

)0

P1ASE"

Sco+e of t/e Study )4

Researc/ ,et/odology

)5 " )6

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2imitations of t/e Study

)!

Researc/ +ro.lem and its relevance

)#

3ame of t/e Stores " )&

is/al ,ega ,art

0* " *

ig a(aar ) " 4*

7om+arative analysis of t/e Stores

4& " 56

ACKNOWLEDGEMENT

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First of all I would like to thank ,r8 A./is/ek

(Faculty Member) for giving me the

opportunity to do the project on Indianorganised Retail Industry and their formats!

"is e#tended views on the Indian Retail

Industry help us with assistance$ support and

council without$ which this project would not

have been materiali%ed

I would also like to e#press my special thanks

to all the &taffs of the 'ishal Mega Mart$ ig

a%aar$ ife &tyle and *antaloon Retails andalso the various owners of +irana &tores for

their e#cellent support and co,ordination

without which this study could not be fulfilled

-hanks

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PRE'A7E

I am lucky that$ I got the opportunity for

making the project report on Retail &ector For

this study I visited the Malls$ "yper Markets

and .epartmental &tores and talk to various

unorgani%ed retailers (+irana stores) to study

the problems defined -his report is written

account of what I learnt and e#perienced

during the survey I wish$ those going through

it will not only find it readable but also get asuseful Information -he main limitation of my

e#perience was that as the above said

organised retails industry is reserved with

corporate formalities$ I have faced a little bit

difficulties to fill the /uestionnaire completely

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Executive Summary

Retailing is emerging as a sunrise industry inIndia and its presently the largest employerafter agriculture In the year 0112$ the si%e ofIndian organi%ed retail industry was Rs 03$111

4rores$ which was only 56 of the totalretailing market

-he sunrise of the organised retailers in Indiacreates a major turn in the retail industry -opmajor organised retail players are increasing

their market share day by day -heir mainfocus is based on FM47 and consumerdurables 8ith moderni%ation$ Indian culture isaping the western dressing sense and lifestyleand these techni/ues is promoting by theRetailers and by this they are generating aremarkable revenue from the Indian

consumers

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touching over 001mn s/ ft$ by 01


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sourcing their supplies from the placesconvenient to them

&ome of the key areas in which retail boom willprevail in towns beyond metros and even largecities will include food items$ FM47 products$grocery$ sportswear$ outerwear$ tailoredclothing$ eyewear$ watches$ footwear andaccessories and the like -he retail businessthat will pre,dominantly stay with malls put up

in metros and large cities will include apparel$pharmaceuticals$ lu#ury goods and consumerdurables

4hanges should be brought about in=gricultural *roduce Marketing 4ommittee(=*M4) =ct (a key contributor to the large

number of intermediaries) such as theintroduction of contract farming and allowingdirect procurement from farmers by retailowners so that a direct chain is establishedbetween the user and farmers for their e/ualbenefits It also highlights$ pointing out thateven in the case of non,agricultural products

such as apparel$ FM47 and generalmerchandise$ the situation is far from ideal

-he key cause for inefficiency is the poorintegration between the retailer and supplier

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@one of the retailers$ in view of =&&A4"=Mhas so far an automated system forinformation e#change with their suppliers In

developed countries$ retailers practice 'endorManagement Inventory ('MI) systems$ wherethe supplier has access to the point of salesdata of the retailer and plans automaticreplenishments responding to the stocksavailable at the retailer

Key "oits o# !dia Or$aised Retail!dustry


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D Introduction of 'alue =dded -a# or '=-and ta# reforms

> "igh degree of professionalism andcorporate ethics

3 E#cellent Investment opportunities inIndian retail sector and in allied sectorssure and high returns on investments

G -o invest 9& :


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wide range of the consumerHs personal andresidential durable goods product needs and at thesame time offering the consumer a choice multiplemerchandise lines$ at variable price points$ in allproduct categories .epartment stores usually sellproducts including apparel$ furniture$ appliances$electronics$ and additionally select other lines ofproducts such as paint$ hardware$ toiletries$cosmetics$ photographic e/uipment$jewelery$ toys$and sporting goods 4ertain department stores arefurther classified as discount department stores.iscount department stores commonly have centralcustomer checkoutareas$ generally in the front areaof the store .epartment stores are usually part of aretail chainof many stores situated around a countryor several countries

48 S/o++ing malls9= shopping mall or shopping

centre is a building or set of buildings which containretail units$ with interconnecting walkwaysenablingvisitors to easily walk from unit to unit

58 S+ecialty 7/ains9= &pecialty 4hains isnumbers stores which are speciali%ed in a specificrange of merchandise and related items Most storeshave an e#tensive width and depth of stock in the

item that they specify in and provide high levels ofservice and e#pertise -hey differ from departmentstoresand supermarketswhich carry a wide range ofmerchandise

14
http://en.wikipedia.org/wiki/Merchandise#Product_linehttp://en.wikipedia.org/wiki/Apparelhttp://en.wikipedia.org/wiki/Furniturehttp://en.wikipedia.org/wiki/Appliancehttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Painthttp://en.wikipedia.org/wiki/Hardwarehttp://en.wikipedia.org/wiki/Cosmeticshttp://en.wikipedia.org/wiki/Jeweleryhttp://en.wikipedia.org/wiki/Toyhttp://en.wikipedia.org/wiki/Sporting_goodshttp://en.wikipedia.org/wiki/Checkouthttp://en.wikipedia.org/wiki/Retail_chainhttp://en.wikipedia.org/wiki/Retail_unithttp://en.wikipedia.org/wiki/Walkwayhttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Supermarkethttp://en.wikipedia.org/wiki/Merchandise#Product_linehttp://en.wikipedia.org/wiki/Apparelhttp://en.wikipedia.org/wiki/Furniturehttp://en.wikipedia.org/wiki/Appliancehttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Painthttp://en.wikipedia.org/wiki/Hardwarehttp://en.wikipedia.org/wiki/Cosmeticshttp://en.wikipedia.org/wiki/Jeweleryhttp://en.wikipedia.org/wiki/Toyhttp://en.wikipedia.org/wiki/Sporting_goodshttp://en.wikipedia.org/wiki/Checkouthttp://en.wikipedia.org/wiki/Retail_chainhttp://en.wikipedia.org/wiki/Retail_unithttp://en.wikipedia.org/wiki/Walkwayhttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Supermarket


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TO" MA'OR RETA!L "LA(ERS

RetailerExistingformats

rand3ames

3o8ofStores

TotalRetail

S+ace;

*antaloon

RetailIndiantd

.epartmentstore

*antaloon 1

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-rent

India td

.epartment&tores

8est side


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+now the customer flow and revenue generated bythe stock from the each department in the organisedretail sector within a closer view

P1ASE"

.etermine various shops and classify them into theRetail formats

%.-ective9+now the retail formats and what are the differencebetween those categories

P1ASE"=naly%e the threats and challenges to unorgani%ed

retailers in the current scenario of competitivemarket

%.-ective99nderstand the sector of unorgani%ed retails$ findout the challenges faced by them and determinewhat are the measures taken by these retailers to

survive in this current scenario

"+ASE-!

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SCO"E O% T+E ST,D(

-he scope of my study restricts itself to

analy%e the organised retailerCs profitabilitydrivers on the basis of 7arments$ 7ifts$ 4ards

and Music .epartment where as in the recent

trend its seen that the key players in this

Industry are more emphasi%ing on the

7arments$ *ersonal 7rooming$ "ome

furnishings$ ife style and Footwear

.epartments in their &tores

RESEARC+ MET+ODOLOG(

-his chapter describes the methodology of the

study -his project is based on information

collected from primary sources =fter the

detailed study$ an attempt has been made to

present comprehensive analysis of four major

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organised retailers -he data had been used to

cover various aspects like inter,departmental

customer flows$ revenue per customer andvalue of the stock in the various departments

In collecting re/uisite data and information

regarding the topic selected$ we went to the

'ishal Mega Mart$ ife &tyle$ and ig a%aar of

@ew .elhi and @oida and collected the data

Researc/ design9

-he study is based on descriptive research

design because the data were collected to

reveal accurate descriptions of variables

related to the decisions being faced$ without

demonstrating that some relationship e#ists

between variables For the purpose of present

study a related sample of stores were selectedon the basis of convenience

Sam+le Si(e and :esign9

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= sample of 2 stores was taken on the basis of

convenience

Researc/ Period9

Research work is only carried for < week

Researc/ nstrument9

-his work is carried out through self,

administered /uestionnaires -he /uestions

included were close ended with Ardinal,

polytomous response scale

:ata 7ollection9

-he data$ which is collected for the purpose of

study$ is divided into 0 basesK

Primary Source9 -he primary data

comprises information survey of ?7om+arative

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Study on Profita.ility :rivers of ndias

Retail ndustry@ -he data has been collected

directly from respondent with the help of

structured /uestionnaires

Secondary Source9-he secondary data was

collected from internet and references from

ibrary and various journals on retail industry

:ata Analysis'

-he data is analy%ed on the basis of suitable

tables by using mathematical techni/ues -he

techni/ue that we have used is bar graphs$ pie

charts$ with M&,EL4E and &*&&

L!M!TAT!ONS O% T+E ST,D(

In attempt to make this project authentic andreliable$ every possible aspect of the topic was

kept in mind @evertheless$ despite of fact

constraints were at play during the formulation

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of this project -he main limitations are as

followsK

.ue to limitation of time only few retailstores are taken into consideration of this

study &o the sample of retailers was not

enough to generali%e the findings of the

study

-he main source of data for the study was

primary data with the help of self,

administered /uestionnaires "ence$ the

chances of unbiased information are less

4oncern person from the organised retail

stores were hesitant to disclose the true

facts as the data related to strategic

secrets

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-he chance of biased response canCt be

eliminated though all necessary steps were

taken to avoid the same

RESEARC+ "RO)LEM AND !TSRELE*ANCE

RESEAR71 PR%2E,9

.etermine the profitability drivers on the basisofK

(a) 4ustomer flows(b) Revenue per 4ustomer

(c) &tocks value of the store

RE2EA37E %' T1E RESEAR719

9nderstand the value of Indian organised retailIndustry on the basis of how customer flow

generates the revenue related to its value ofstock and analy%e the ways to improve each ofthree dimensions

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Name o# t.e Stores

T/e study is .eing conducted on9

(i) 'ishal Mega Mart$ .ehradun

(ii) ig a%aar$ .ehradun

(iii) ifestyle

(iv) 'arious unorgani%ed retailers in.ehradun

S1A2 ,EA ,ART

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8hat started as a humble one store enterprisein 1$111products range which fulfills all your householdneeds$ and can be catered to under one roofIt is covering about 0G$ G1$


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-here are three classes of consumers the lowerclass is restricted only to unorgani%ed retail$upper class consumers are limited and

scattered =ccording to the 'ishal Retailing&trategy$ they are targeting middle class as itis the largest consumer base in India and canbe sold off then in large volumes because withthe increasing purchasing power the middleclass is shifting towards organi%ed retail

-he group had a turnover of Rs


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-here are three types of consumer in the Indianretail market 'ishal mega mart is a firm believer ofthat the Middle class and upper middle class are thepotential customer in their product categories

"ere we are analy%ing which income level ofcustomers are generally tend to purchase theproducts department wiseK

"ERCENTAGE O% T("ES O% C,STOMER DE"ARTMENTW!SE

T("ES O%C,STOMER

GARMENTSECT!ON

G!%TSSECT!ON

M,S!CSECT!ON

CARDSSECT!O

HIGH GRADEINCOME LEVEL 10 40 60 0MEDIUM GRADEINCOME LEVEL 60 50 30 50

AVERAGEGDARE INCOME

LEVEL 30 10 10 50

0%

20%

40%

60%

80%

100%

GARMENT

SECTION

GIFTS

SECTION

MUSIC

SECTION

CARDS

SECTION

T("ES O% C,STOMER

AVERAGE GDARE INCOME LEVEL

MEDIUM GRADE INCOME LEVEL

HIGH GRADE INCOME LEVEL

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From the above details its found that the

customer flows in the garment section isrelatively high rather than the other sections-he focus customer group is basically mediumlevel income group of customers

'low of customers in different

de+artments9

"ere we have analy%ed the flow of customersper day basis For this reason we have studiedcustomer flows on an average of highcustomer flow days

!ter-De/artmet Customer %lo0

DE"ARTMENT Num1er o# Customer GARMENTS DEPARTMENT 900GIFTS DEPARTMENT 250CARDS DEPARTMENT 100MUSIC DEPARTMENT 300

!ter-de/artmet Customer %lo0

233

453

633

73

3

3 633 433 733 833 533 933 :33 ;33 233 6333

GARMENTS

DE"ARTMENT

G!%TS DE"ARTMENT

CARDS DE"ARTMENT

M,S!C DE"ARTMENT

Num!" #$ Cu%m!" 28


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8e have chosen 2 departments from 'ishalMega Mart and estimated the valuation ofaverage stock with the assumption details

provided by the branch operation stuffs

*AL,E O% T+E STOCK

DE"ARTMENT


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-he garment section is divided into Men$women and kids section -he value of the stockin the garments department is relatively muchhigher than the others departments -he valueof stock in winter season jumps to i Ot.ers De/artmet

0

50000

100000

150000

200000

250000

300000

GIFTS DEPARTMENT CARDS DEPARTMENT MUSIC DEPARTMENT

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-he value of the stock of the othersdepartments are relatively lower than

garments departments-he stock maintained in the gifts section$basically maintained for the high and mediumlevel income customersIn the cards department the stock increases atthe time of 4hristmas an @ew year eve as itCs aseasonal business according to the 'ishal Mega

MartMusic department is consisting of Music$ movieand game cd dvdCs Its found that the stockof game cd dvdCs is higher than the others

Revenue generated .y t/e differentde+artments9

-o find out the profitability drivers we havecompared the revenue generated by different

departments on the basis of 0112,1; to 0113,1G For this study we have considered averagerevenue of a high customer flow day by the allincome level customers

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DE"ARTMENT 4338-35 433;-32GARMENTSDEPARTMENT 50000 180000

GIFTS DEPARTMENT 5000 10000CARDS DEPARTMENT 2000 1800MUSIC DEPARTMENT 1800 5000

TOTAL 58800 196800

From the above study its revealed that at thetime of inception of the organised retail inIndia in the year of 0112,1;$ only the high

grade and upper medium grade income levelcustomers were tends to go to the retails &othe ma#imum portion of revenues generatedfrom these two groups only

50000

180000

500010000 2000 1800 18005000

58800

196800

0

50000

100000

150000

200000

GARMENTS

DEPARTMENT

GIFTS

DEPARTMENT

CARDS

DEPARTMENT

MUSIC

DEPARTMENT

TOTAL

RE*EN,E "ER DE"ARTMENT

2004(05

2008(09

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In the case of garments$ gifts and musicdepartments as the stock is increased$ therevenue is also increased with the market

demand study of the year of 0112,1; to

0113,1G and also its seen that the productcategory in the gifts and music department is

relatively changing with the increasing demandof new innovated products

= measurable changes found in the cardsdepartment is that the revenues as well as thestock is decreasing day by day because ofchanging customer preferences towardsinformation technology enabled services like

&M&$ MM& E,mails

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%ACTS AND %!ND!NGS

From the above analysis its found that theaverage customers in the all departments arethe Middle 7rade income level customers as'ishal is mainly focusing in this segment ofcustomers

arment :e+artment

%verview9*roduct lines and the /uality of the products in the7arment &ection are basically for the medium andaverage grade income level people and price rangein this section is averagely lies between Rs0;1 toD11

'indings9In the garment section we have found that productscategories are not focusing the high grade incomelevel customers as the brand consciousness notpresents in the floors -he high grade income level

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people are very conscious about the brand that theyare using asically they are very conscious aboutthe brand rather than the /uality which isnCt presentin this department

Suggestions9

'ishal is strategically targeting the middle classcustomer but there is also a rash of high gradeincome level customers in their stores -hey shouldfocus on this aspect that they can turn this mob intopotential customer by introducing a various range ofhigh class products in the garment department

ifts :e+artment

%verview9*roduct lines and the /uality of the products in the7ifts &ection are basically for the high and mediumgrade income level people and price range in thissection is averagely lies between Rs;11 to 311

'indings9

In the gifts section we have found that stock of giftitems is very low and also products categories arenot focusing to low grade income level customersand the gifts department is referred to high classproducts

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Suggestions9-hey should focus on this aspect by introducing morestocks and also a lower price range products in thegifts section so that they can also generate revenuefrom lower grade income level customers

,usic :e+artment

%verview9Music section consist of Music 4.Cs$ 7ame 4. .'.Cs and also Movie .'.Cs *roduct lines and the/uality of the products in the Music &ection arebasically for the high and medium grade income levelpeople and price range in this section is averagelylies between Rs


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Suggestions9-hough the demand of cards decreasing day byday but there are also some others eventsrather than the 0;th and 5


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-he companyCs leading formats include*antaloons$ a chain of fashion outlets$ iga%aar$ a uni/uely Indian hypermarket chain$

Food a%aar$ a supermarket chain$ blends thelook$ touch and feel of Indian bazaarswithaspects of modern retail like choice$convenience and /uality and 4entral$ a chain ofseamless destination malls &ome of its otherformats include$ .epot$ &hoe Factory$ randFactory$ lue &ky$ Fashion &tation$ a$ -op

by the9&,based @ational Retail Federation (@RF) andthe Emerging Market Retailer of the ear 011>at the 8orld Retail 4ongress held in arcelona

*antaloon Retail is the flagship company ofFuture 7roup$ a business group catering to theentire Indian consumption space

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ANAL(S!S O% T+E ST,D(

Ty+es of 7ustomer9

In the Indian Retail &cenario ig a%aar has a greatsuccess to create a revaluation asically they havedifferentiated their customers on the basis of needsof customers rather than their income level ater onwe will analy%e these aspects "ere we are

analy%ing which income level of customers aregenerally tend to purchase the products in iga%aar department wiseK

"ERCENTAGE O% C,STOMER %LOWS DE"ARTMENT W!SE

T("ES O%C,STOMER

GARMENTSECT!ON

G!%TSSECT!ON

M,S!CSECT!ON

CARDSSECT!ON

HIGH GRADE

INCOME LEVEL 10% 15% 50% '%MEDIUM GRADEINCOME LEVEL 50% 55% 40% 53%

AVERAGE GDAREINCOME LEVEL 40% 30% 10% 40%

0%

20%

40%

60%

80%

100%

GARMENT

SECTION

GIFTS

SECTION

MUSIC

SECTION

CARDS

SECTION

TBPES %' 7CST%,ER :EPART,E3T DSE




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From the above details its found that the in the7arment section they are targeting the middle andaverage level of customers -hey are not promotingany major brands and they have their own brandtowards the major brands in garments industry Flowof high level of customers in music section is betterthan the others departments 7enerally uppermedium and medium class and also a goodpercentage of average income level customer visitstheir all departments

'low of customers in differentde+artments9

"ere we have analy%ed the flow of customers perday basis For this reason we have studied customerflows on an average of high customer flow days

!ter-De/artmet Customer %lo0

DE"ARTMENT Num1er o# Customer

GARMENTS DEPARTMENT 1600

GIFTS DEPARTMENT 600

CARDS DEPARTMENT 250

MUSIC DEPARTMENT 800

0 200 400 600 800 1000 1200 1400 1600

GARMENTS DEPARTMENT

GIFTS DEPARTMENT

CARDS DEPARTMENT

MUSIC DEPARTMENT

!NTER-DE"ARTMENT C,STOMER %LOW

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8ith the study of customer flow in ig a%aar on anaverage of high customer flow day we came to knowthat itCs basically lies between 0111,0;11 customersper day "ere we are taking the customers who aregenerating revenues for these departments

From the above figures its e#ecuted that flow ofcustomer in garment departments is relatively higherthan the others departments Ane significantdifference is noted from the others retail is that theyhave placed their music department at the front ofcash counters and introduced low range of music cdsCand game dvdCs for the all category customers whichincreased customer the flow in the musicdepartment

alue of Stock in t/e differentde+artments9

8e have chosen 2 departments from 'ishal MegaMart and estimated the valuation of average stockwith the assumption details provided by the branchoperation stuffs

*AL,E O% T+E STOCKDE"ARTMENT


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MUSIC DEPARTMENT 580000

alue of t/e stock in t/e arments :e+artment9

-he garment section is divided into Men$ women and

kids section -hey have also a discount section onlyfor the garments In this section they are selling theold or rejected stocks of major brands at a 21,;1percent discount rate -he value of stock in garmentis being overflowed at the time of winter season8inter garments are costlier than the others seasonsand tends to double the value of stock @ormallythey are maintain a stock value of


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alue of t/e stock of t/e ot/ersde+artments9

In some big retails its seen that they areincluding some cookery$ home furnishings andlife style products in their gifts section igba%aar is maintaining a low stock but moreproduct categories in their gifts section andgenerating a remarkable revenue from this&tock of music department is overflowed withlow price products -heir stock have a potentialto earn revenue from all categories as prices ofproducts in this department lies between Rs51 to Rs211 appro#imately

>;11111


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Revenue generated .y t/e differentde+artments9

-o find out the profitability drivers we havecompared the revenue generated by differentdepartments on the basis of 0112,1; to 0113,1G For this study we have considered averagerevenue of a high customer flow day by the allincome level customers

RE*EN,E "ERDE"ARTMENT 4338-35 433;-32

GARMENTSDEPARTMENT 90000 300000

GIFTS DEPARTMENT 42000 180000

CARDS DEPARTMENT 2000 1800MUSIC DEPARTMENT 19000 40000

TOTAL 153000 521800

0

100000

200000

300000

400000

500000

600000

GARMENTS

DEPARTMENT

GIFTS

DEPARTMENT

CARDS

DEPARTMENT

MUSIC

DEPARTMENT

TOTAL

COM"AR! SON O% RE*EN,E "ER DE"ARTMENT

2004(05

2008(09

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From the above study its revealed that at thetime of inception of the organised retail inIndia in the year of 0112,1;$ only the high

grade and upper medium grade income levelcustomers were tends to go to the retails &othe ma#imum portion of revenues generatedfrom these two groups only in the year of0112,1;

-he change in revenue of garment department

and in gifts department from the year 0112,1;to 0113,1G is significant because ig a%aar isshifted products towards the ownmanufactured brands and they becamesuccessful to establish their own brands in thegarment retail industry= measurable changes found in the cards

department is that the revenues as well as thestock is decreasing day by day because ofchanging customer preferences towardsinformation technology enabled services like&M&$ MM& E,mails

%ACTS AND %!ND!NGSFrom the above analysis its found that theaverage customers in the all departments arethe all income level people in ig a%aarMeanwhile their main customer base is upper

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middle$ middle and average level income levelcustomers

arment :e+artment

%verview9In 7arment department the products are mainlytheir own brands an price ranges lies between RsGGto Rs311 averagely which is very reasonable for themiddle class$

average and also low level income group peoples-he stock in this section is fair to satisfy its customerneeds and attracts window shoppers to become apotential customer

'indings9-he main facts that we have found in the garmentsection is that ig a%aar mainly focusing on the lowrange of products with their own brands =ll thetimes they are giving special discounts on all thegarments products -hey have adopted tricks like

uy 0 get 5!$ uy 5 get ;! which looks like as if youbuy 0 will get more 5 but the actual fact is that if youbuy 0 products will get < free as total you will get 5ItCs a very strategic and attractive offer specially

adopted by ig a%aar -hey have also a sectionnamed OAA- M=R-C in the garments department Inthis section they are selling the branded high,classgarments at a high discount rate of ;1 to D1 percent

Suggestions9

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=fter discussing all the profit factors it can besuggest that as they have a good high income levelcustomer flow in the others departments like in thefurniture and grocery department they can introducea wider range of branded products in the garmentsection as this income is conscious about the brandthat they are using

ifts :e+artment

%verview97ifts department is consisting of various productcategories from home furnishing products topersonal using products =ccording to ig a%aarnow a days no one can define which section should

be referred as a gifts section 4ustomer preference ischanging day by day with the increased productcategories

'indings9In ig a%aar we have found that they are alsoreferring home furnishing products$ personal careand low range electronic products as gift productsand basically it depends on the customers need andchoice -he whole gift section is able to satisfy the alllevel of income groups as they have a largecollection of product categories but with a limited

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stock of same products = noted strategy is taken inthe gifts department is that they are selling a largevarieties of products with a limited stock which helpsthem to implement a good stock turn over ratio andgenerating good revenue from this departmentSuggestions9ig a%aar can focus on the stocks of the giftsthough the stock of varieties is remarkable butwithin the same category the stock is notappreciatable

,usic :e+artment

%verview9Music section consist of Music 4.Cs$ 7ame 4. .'.Cs and also Movie .'.Cs

'indings9ig a%aar has introduced very low range cd dvdCslike OMoserbaerC music and movie cd,dvdCs and pricerange lies in between Rs51 to


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In the music its found that the collection of moviecdCs and educational cdCs is low than the music andgames cds -hey are emphasi%ing on the low pricemp5 and game cds where as there is also a demandfor educational and movies cd,dvdCs

7ards :e+artment

%verview9In the Indian scenario cards are not very popular anda seasonal business according to the floor managersand management of the store =lso the demand isdecreasing day by day with the increase ofinformation technology enable services

'indings9

8e have found that itCs a seasonal business and theyonly give focus at the time of 4hristmas .ay and@ew ear =lso the high grade income level peopletends to go speciali%ed cards stores so only a fewnumbers of middle and average income levelcustomers who come to others departmentssometimes seek for the cards

Suggestions9-hough the demand of cards decreasing day by daybut there are also some others events rather thanthe 0;th and 5


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introducing low range of cards attached with the giftssection to greet the wishes all the time

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L!%EST(LE

2ifestyle nternational ;P> 2tdis part of the

andmark 7roup$ a .ubai P based retail chain

8ith over 51 yearsC e#perience in retailing$ the7roup has become one of the foremost

retailers in the 7ulf

*ositioned as a trendy$ youthful and vibrant

brand that offers customers a wide variety of

merchandise at an e#ceptional value formoney$ ifestyle India began operations in


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4urrently there are "ome

4entre stores and < aby &hop store across

=hmedabad$ angalore$ 4hennai$ "yderabad$

Qaipur$ Mumbai$ *une$ @ew .elhi$ @oida and

7urgaon

-oday ifestyle offers a truly international

shopping e#perience$ a fact borne by

numerous accoladesusiness 8orld P IMR Most Respected 4ompany

=wards survey rated ifestyle as the OMost Respected

4ompany in the Retail &ectorC in 0115 and 0112

OI4I4I P +&= -echnopak =ward for Retail

E#cellenceC in 011; Reid -aylor ORetailer of the earC award in

011D

ycra Images Fashion =ward for the OMost

=dmired arge Format Retailer of the earC in

011D

Images Retail OMost =dmired Retailer of the ear P.epartment &toreC in 0113

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A3A2BSS %' T1E STC:B

Ty+es of 7ustomer9ifestyle International is a major player in theIndian organised retail industry -he have agood customer base in the high class levelincome group Mainly they focusing on theMen,8omen,+ids =pparel$ gifts and also in the

home furnishing products -hey donCt have anymusic$ cards or cookery departments

T("ES O% TARGET C,STOMER

HIGH GRADE INCOME LEVEL '5%

MEDIUM GRADE INCOME LEVEL 20%

AVERAGE GDARE INCOME LEVEL 5%

0%

20%

40%

60%

80%

100%

GARMENT SECTION GIFTS SECTION

C,STOMER %LOWS DE"ARTMENT W! SE




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From the above analysis its revealed thatthough a very few numbers of low gradeincome level customers are visiting the

garment section but in the gifts section wehave found that the products are unreachablefor the average level income groups

'low of customers in different

de+artments9

"ere we have analy%ed the flow of customersper day basis For this reason we have studiedcustomer flows on an average of highcustomer flow days

!ter-De/artmet Customer %lo0DE"ARTMENT Num1er o# Customer

GARMENTSDEPARTMENT 1100GIFTS DEPARTMENT 600

!ter-de/artmet Customer %lo0

6633

933

3 433 833 933 ;33 6333 6433

GARMENTS

DE"ARTMENT

G!%TS DE"ARTMENT

Num!" #$ Cum!"

57


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-he garment section is divided into Men$women and kids section as well as lifestyle

accessories and shoe wears -hey have all themajor brands like lackberry$ ouis *hillips$ee 4oopers$ 'an "ausen$ *ar#$ ee for in themen catagory$ Melanga$ 4ode$ 7inger in thewomen category and for the kids section theyhave brands like ossini$ enetton$ Archestra$Quniors$ -eeny -iny$ =rte# etc

-he garments section includesK


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-he gifts section is consisting of high classhome furnishings and personal grooming

products -hey are introducing it by the nameof "ome 4entre! ItCs a one,stop destinationfor furniture$ home ware and home furnishingsthat enterprises elegance$ lu#ury andindividuality "ome 4entre houses a widerange of contemporary and classic furniture$linen as well as other home accessories$ thus

providing customers a high range products

Revenue generated .y t/e different

de+artments9

RE*EN,E "ER DE"ARTMENT ! 433;-32


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The average revenue earned per customer basis is more

Rs.6000. omparison o! revenue generated b" the each

departments is ta#en into consideration on an average o!

high customer !$o% da"s.

'A7TS A3: '3:3S

From the above analysis its found that theaverage customers in the all departments arebasically high grade income level customers=ll the products ranges in the bothdepartments significantly refers to premiumcustomers

arment :e+artment

%verview9In 7arment department the products are mainly themajor international readymade brands and priceranges lies between Rs311 to Rs0111 averagelywhich is meant for a few Indians customers

'indings9-he products e#clusively for a certain income levelcustomers Ma#imum products are unreachable forthe medium and average income level peoples

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=gain the Indian retail industry is targeting themedium level income group people as its increasingday by day but the products in the ifestyle store ismeant only for the high class consumers which isvery low in population in India =lso an importantpoint is noted that though the volume is sufficientbut the varieties in product categories as a gift isnCtsufficient

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7%,PARTE A3A2BSS %' T1EST%RES

%n t/e .asis of customer flows9

8e have considered the average of the high customer flow days

%lo0 o# Customer /er Day

S"! N)m! N# #$ Cum!"

V,) M!) M)"& 1600

L$! S&! 1200

)))" 2300

is/al ,ega ,art9From the study its revealed that the average

customer flow is medium grade income level customers and averagegrade income level customers

2ife Style9 -he customer flows in this store is basically refers to thehigh and upper medium income level customers

ig a(aar9 -hey are focusing on the all income level customers but itdepends on the departments wise also

0

500

1000

1500

2000

2500

3um.er of

7ustomer

V,) M!) M)"& L$! S&! )))"

3ame of t/e Store

Customer %lo0 /er Day

3o8 of 7ustomer

64


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%n t/e .asis of stock value9

Com/ariso o# stoc> value

Store Name Garmets De/t Gi#ts De/t Cards De/t Music De/t

*is.al Me$a Mart 65000000 250000 ''500 1'5000

Li#e Style '35000000 55000000

)i$ )a&aar 163000000 '500000 150000 5'5000

arments :e+artment9-he value of stock depends on the season =t the time of winterseason it increases upto 0 to 5times than the other seasons as the

price of winter garments is relatively higher than springs,summercollection

is/al ,ega ,art9-he product in the garment section isnCt e#clusiveand meant for the medium to average grade income level customers=lso they arenCt focusing on major brands in the garment industry =ll

the products are unbranded and semi branded and donCt attracts thehigh grade level income groups "owever brand consciousness notpresent but the stock volume is able to met customer satisfaction

2ife Style9 =ll the major brand players are maintaining their stocks ingarments section as their main focus is on the =pparel products*roduct ranges is very high and meant for the high class consumers

0

100000000

200000000

300000000

400000000

500000000

600000000

'00000000

800000000

V,) M!) M)"& L$! S&! )))"

G)"m!*& D!+&

G)"m!*& D!+&

65


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= high brand consciousness helping them to generate a remarkablerevenue with a high stock turn over ratio and smiling face ofcustomers

ig a(aar9 -hey have their own brands in the garments department

with a reasonable price for the upper medium$ medium and averageclass income groups -hough brand conscious people will think at thetime purchasing but customer are satisfied with the stock and as wellas /uality related to price

ifts :e+artment9

is/al ,ega ,art9-hey are not focusing on the gifts stock for theresult customer flow and revenue from this section is very low and nopoint is gaining for the customer satisfactory level2ife Style9 = very large investment in the gifts section is found at thetime of study -hey are basically emphasi%ing on introduction ofpersonal grooming products and home furnishing products in the giftssection -his department is solely for the upper class consumers and

customer satisfactory level is remarkableig a(aar9 = wider range of products is found in gifts section for theall income level people -hough the variety in the product categories ishigh but the volume of stock in the same product is low "ow evercustomers are happy with the large number of collection of gifts items

0

10000000

20000000

30000000

40000000

50000000

60000000

V,) M!) M)"& L$! S&! )))"

G$& D!+&

G$& D!+&

66


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7ards :e+artment9

is/al ,ega ,art9 &tock in this department is taken care asrelatively low and itCs considered as a seasonal businessig a(aar9 &tock in this department is taken care as relatively low

and itCs considered as a seasonal business

0

20000

40000

60000

80000

100000

120000

140000

160000

V,) M!) M)"& L$! S&! )))"

C)"- D!+&

C)"- D!+&

67


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,usic :e+artment9

is/al ,ega ,art9 Music department is consisting of music$ moviesand games cd,dvdCs -he stock of game cd,dvdCs is higher than theothers and price range is relatively not for the medium and averageincome groups though they are focusing on this income group only anda result they failed to satisfy their customer needs

ig a(aar9 -heir music department is also consisting of music$movies and games cd,dvdCs and they have maintained a good balance

between the stock level in all the categories =nd also a remarkablechange is noted that they selling very low range products within thiscopyright product categories -hey customer satisfaction level is highwith the fulfillment of their needs

1


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%n t/e .asis of revenue9

Com/ariso o# Reveues

S"! N)m! 2004(05.R/ 2008(09.R/V,) M!) M)"& 58500 196800

L$! S&! ((((((((((( 5000000

)))" 160500 481500

3 0**4"*59=t the time of sunrise of organised retail industry in India$ the scenariowas not been like present days =t that time it was a very new conceptof marketing for the Indian consumers Anly the high class level and afew upper medium class income group customers were visiting tothose retail markets -he perception of middle and lower class peopleswas that these stores had over,valued their products and to somee#tent it was right also

3 0**#"*&9

@ow a days shopping in the retail stores is a very common things*eoples are habituated to go into the retails in the weekends .ay byday the organised retailers are becoming stronger to attractcustomers "yper, markets like 'ishal mega mart$ ig a%aar$ "ometown have the stock to fulfill all the needs of customers from alpine toelephant

0

1000000

2000000

3000000

4000000

5000000

V,) M!) M)"& L$! S&! )))"

Com/ariso o# Reveues

2004(05.R/

2008(09.R/

69


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%n t/e .asis of Revenue +er customer9

For the study of revenue per customer$ we have taken the contributionof total customer flow on the total revenue of the stores on an average

of high customer flow daysReveue /er customer 1asis

S"! N)m! 2004(05.R/ 2008(09.R/

V,) M!) M)"& 450 1350

L$! S&! 6000

)))" 650 2100

is/al ,ega ,art9-hough the revenue per customer of the 'ishalmega Mart increased from 0112,1; to 0113,1G but the revenue percustomer is significantly low than others =s their main customer baseis medium and average income group customers and also customerflow is low so it generates significantly low revenue per customer2ife Style9 -he customer flows in this store is basically refers to the

high and upper medium income level customers and though theircustomer flow is lower but their return on investment is high so ithelps to earn a high income per customer

0

1000

2000

3000

4000

5000

6000

V,) M!) M)"& L$! S&! )))"

Com/ariso o# Reveue /er customer

2004(05

2008(09

70


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ig a(aar9 -hey are focusing on the all income level customers witha high customer flows per day and have a base of brand consciousnessamongst the customer whichCs helping them to increase their revenueper customer =lso there is a major contribution of the others

departments like grocery and vegetables department towards the percustomer revenue

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Questionnaire (General)

%. Store name'

(. )ocation of the Store'

&i' (a$$ &ii' )enera$ &iii' *ense$" popu$ated area

C. *hich +ind of customers generally visit at your

store,

&i' +igh grade income $eve$

&ii' (edium grade income $eve$

&iii' ,verage grade income $eve$

D. -lo of customer per day in your store'

&i' -e$o% 500 &ii' 500 to 1000 &iii' 1000 to 1500

!. Revenue earned per customer basis'

n 2004/05 Rs. n 2008/09 Rs.

-. In hich department stoc+ is being ta+en care

comparatively in a lightly ay,

&i' )arments &ii' )i!t items &iii' ards &iv' (usic

&v' one o! this

If not why you are emphasizing on every segment?___________________________________________________________________

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___________________________________________________________________.

&. Does the brand consciousness of customers divert them to

the different departments ,

es o

If yes which type of customer?

Young Ol chil !eauty conscious people

/. Is the Information $echnology helping in R#I of the store,

es o

If yes then which features is"are motivating?

#$% Online &v '&%"ally Information 'ecurity

I. Does the good atmosphere in the store pic+ the sale up,

es then why? ________________________________________.

o then why? ________________________________________.

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(his research is one only for the eucation purpose. here is no financial"competitive motive.)

Questionnaire (Garment epartment)

%. *hich +ind of customers generally visit at your garment

section and their flo,

&i' +igh grade income $eve$ $o%

&ii' (edium grade income $eve$ $o%

&iii' ,verage grade income $eve$ $o%

(. Revenue generated by &arment section in your store

&i' +igh grade income $eve$ Revenue in 2004/05

Revenue in 2008/09

&ii' (edium grade income $eve$ Revenue in 2004/05

Revenue in 2008/09

&iii' ,verage grade income $eve$ Revenue in 2004/05

Revenue in 2008/09

C. 0alue of average stoc+ maintained in &arment section' Rs.

74


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C. 0alue of average stoc+ maintained in &ift section' Rs.

D. Is your stoc+ efficient to revamp the Customer satisfaction

in your store,

&i' es &ii' o


Questionnaire (*usic epartment)

%. *hich +ind of customers generally visit at your 1usic





(. Revenue generated by 1usic section in your store


Revenue in 2008/09


Revenue in 2008/09


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Revenue in 2008/09

C. 0alue of average stoc+ maintained in 1usic section' Rs.


in your store,

&i' es &ii' o


Questionnaire (+ars epartment)

%. *hich +ind of customers generally visit at your Cards





(. Revenue generated by Cards section in your store


Revenue in 2008/09


Revenue in 2008/09

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Revenue in 2008/09

C. 0alue of average stoc+ maintained in Card section' Rs.


in your store,

&i' es &ii' o

uestionnaire !i$$ed up b"

*esignation

,ge or#ing here !or

*ate Time

$ace

(Be sure that all the details will be kept in safe and will not be disclosed or used on any

others purpose)

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han,ing for your valua-le time an support.

79


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"+ASE-!!

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T+E GREAT !ND!A "LACE

'ormats of t/e stores in t/e reat ndia Place9

SR2

3%3A,E %' T1E ST%RE TBPE %' T1E ST%RE

R%C3: '2%%R

< 7A9& &*E4I=I- 4"=I@0 IFE &-E .E*=R-ME@-= &-ARE5 A&&I@I &"A*2 ME-RA &"AE& &*E4I=I- 4"=I@

; 8AA.=@. &*E4I=I- 4"=I@D -=@==@= &"A*> AME &EE4-IA@ &"A*3 M FAA-8=RE &*E4I=I- 4"=I@G @=+&"=-R= &*E4I=I- 4"=I@


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83


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