RETAIL MIX OF
WESTSIDE
RETAIL TECHNOLOGY MANAGEMENT
ASSIGNMENT - 1 SUBMITTED BY : AKSHITA BAHRDWAJ BFT/22/480
CONTENTS
• INTRODUCTION
• FEATURES
• SEGMENTATION, TARGETING & POSITIONING
• RETAIL MIX
• CONCLUSION AND LEARNING
• SUGGESTIONS
• REFRENCES
INTRODUCTION
• Established in 1998 as a part of the Tata Group, Trent Ltd. operates Westside, one of India’s
largest and fastest growing chains of retail stores.
• Westside is a trendy departmental store, offering a one-stop shop for compelling yet
aspirational fashion.
• The store stocks a broad range of products ranging from apparel, footwear, accessories to
cosmetics and perfumes to home accessories and gifts amongst others.
• The chain offers predominantly an exclusive range of own branded fashion apparel
alongside partner brands.
• Each Westside store presents international shopping ambience, superior merchandise
at affordable prices and excellent service.
FEATURES
• Designed to be one stop shop for complete family. Offers broad product variety.
• There is huge price band.
• Have detailed market research
• Systematic divisions Well trained staffs
• Daywisestocking of 63 days.
• Considering public taste and preferences Purchase from domestic markets.
SEGMENTATION
Demographical:
• Segmented into women's wear, kids wear, based on age groups etc.
• Income based: Middle to upper middle class.
Product related segmentation:
• Segregating based on apparels, home décor, accessories etc.
Psychographic segmentation:
• Caters to social class with products and pricing aligning with their preferences and
status.
TARGETING
• Kids (infants-14years)
• Youth(14-21 years)
• Women & men (18-40 years)
POSITIONING
• Fashion at affordable price and value of price.
• Attract the women population.
• Increasing of brand awareness among the customers.
• Focus on styling, affordability and quality.
• Being able to eliminate intermediaries, has own brand merchandise leading to better pricing
creating it unique, trendy and individualistic.
• Westside has positioned itself as a private label with 97 percent in-house brands.
RETAIL MIX
1. PRODUCT
• These have mostly in-house brands as well as other brands tied up.
• It includes women's (it includes curvy women sizing also) and men's wear, kids wear,
footwear, lingerie, beauty and cosmetics, accessories
• and home furniture. PRIVATE BRANDS IN-HOUSE BRANDS
GIA BOMBAY PAISLEY
URBAN ANGEL UTSA
INTIMA NUON
ASCOT STUDIO FIT
LEE WARDROBE
WOMEN’S WEAR
ETHNIC WEAR
• Kurtas • Ethnic suits
• Kurtis • Salwars |pants
• Tunics • Palazzos |skirts
• Ethnic dress • Dupattas |shawls
SLEEPWEAR / LINGERIE
• Bra
• Panties
• Camisole|slips
• Multipacks • Loungewear • Sleepwear
• Swimwear
WESTERN WEAR
• Dresses
• Jumpsuits
• Formal shirts| tops • Casual shirts| top• Jeans
• Trousers • Skirts
• Shorts
• Jackets
• Denim
MEN’S WEAR
• Casual shirts • Joggers
• T-shirts • Shorts
• Polos • Blazers| suits
• Formal shirts • Sweatshirts
• Formal trousers • Jackets|coats
• Casual trousers/chinos •Jeans • Loungewear| sleepwear
KID’S WEAR
• (Boys, Girls- 0-3years to 13-14 years)
• Dresses|jumpsuits • Tops | t-shirts
• Sweatshirts jackets
• Joggers • Trousers
• Ethnic wear • Co-ord sets
• Jeans • Inner wear
• Baby accessories
SHOES
WOMEN:
• Flats sandals • Heels
• Heels • Flip flaps
• Comfort shoes • Sneakers
• Sandals • Ballerina pumps
MEN:
• Sneakers
• Boots
• Slides
• Casual shoes
• Formal shoes
KIDS:
• Infant girls
• Toddler girls
• Junior girls
• Infant boys
• Toddler boys
• Junior boys
ACCESSORIES
• Black metal earrings
• Rings
• Long chains
• Scrunchies • Rubber bands
• Bangles • Bags
• Hair clips • Belts
• Bracelets • Ties •Pouches/Purses
BEAUTY AND MAKEUP
• Face|cheek Fragrance
• Eye • Women
• Lip • Men
• Nails • Unisex
• Accessories Skin care
• Makeup removers • Shower gels
• Face wash
HOME DECOR
• Living
• Cushions
• Décor
• Candle stands
• Lights
• Flower vases
• Planters
[Link]
• The organisation has a conviction that products must have reasonable prices.
• As a customer, you're guaranteed value for your money. Such a pricing policy has led to
westside raising its profit margin
• Over the recent past, the price changes were made with the intention of targeting all
consumer segments and customer groups.
• Below are some of the forms used in its pricing strategy:
Value pricing
Product bundling pricing
Promotional discounts
Seasonal pricing
UTSA NUON STUDIO FIT
Anarkali Tops/Shirts tops Size-Xs - XXs • Rs.599
• Rs. 999 to Rs.1899
• Rs.999 • Rs.1299 • Rs.999
• Rs. 799 to Rs.1299
• Rs.699 • Rs.2199
• Rs.599
VARK ANARKALI SET
BOMBAY PAISLEY
• Rs.899 to Rs.1699 • Rs.2299 to Rs.3499
SLIPPERS, SNEAKES, HEELS, FLATS, SANDALS
UK SIZE 3 - 8
• Rs. 499
• Rs. 599
• Rs. 699
• Rs. 999
• Rs. 1199
• Rs. 1299
BEAUTY PRODUCTS PRICING
1. Perfumes: Rs.199 - Rs.1495
2. Creams:
Hand creams, body creams, bb cream: Rs199 - Rs.499
3. Bath Shower gel, body scrub, body wash, face wash: Rs.99 - Rs. 299
4.. Make up products:
Foundation, concealer, make up, primer remover, compact: Rs.245-Rs.595 6. Eye makeup,
Kajal, mascara, eyeliner, eyeshadow :Rs. 195-Rs.495
5.. Nail paints and lipsticks: Rs.199 Rs.395
ACCESSORIES
• Rs129 - 4 pairs of bands, hair clips
• Rs 149- pack of 3scrunchies
• Rs 299 - Earrings, rings, belts
• Rs 399 - long chain, silver bangles (set of 6), earcuff, pack of 2 belts
• Rs 499 - Choker green, pink
• Rs 599 - Sunglasses with pouch
[Link]
• Chainsof stores mainly functioning in the malls.
• Products distributed from Mumbai to branches.
• Stock replenishment is done mainly on Fridays.
• Opening of exclusive stores for women, keeping in mind that, women are the biggest
and most loyal customer base for them.
1st Floor- Women’s westernwear,makeup,footwear and jewellry.
2nd floor- Women's ethnic wear, kids wear, Lingerie
3rd floor-Men's wear, footwear and home decor
[Link]
ADVERTISING
• In-Store Promotions • Seasonal Campaigns
• Loyalty Programs • SMS Marketing
• Social Media Marketing • PublicRelations
• Email Marketing • OnlineShopping
• Collaborations and Partnerships • Community Engagement
• Customer Engagement Events
[Link]
• Store layout
• Visual merchandising
• Product Placement and organization
• Lighting
• Branding Elements
[Link]
• The store had a manager, many cashier and support staff.
• The personnel provided good customer service , were helpful in addressing inquiries, assisting
with product selection, and ensuring a positive shopping experience.
• Professionalism, friendliness, and a neat appearance of personnel created a positive
atmosphere.
7. PROCESS
Westside places a lot of importance on the process right from the purchase to the delivery of
goods. When customers enter the stores they can add the products they which to purchase in their
trolley from the racks. There are multiple counters where bill can be generated for purchases
made. Westside also provides some tokens or offers of over purchase of 5000. Products in
Westside is properly stacked in appropriate racks. There are different departments in the store
which display similar kind of products. Throughout the store there are boards/written displays
put up which help in identifying the location of a product. Moreover boards are put up above the
products which give information about the products, its price and offers. Westside stores are
normally U-shaped and well planned & designed
CONCLUSION AND LEARNING
• Marketing research is crucial for ensuring that how well a company or brand can
understand the mindset of a customer.
• We also conclude that understanding the market is one of the biggest benefits of
marketing research si the company can better understand the competing market.
• It is very important for every company to market it's products so that it can increase
it's area of distribution to increase the sales of company.
SUGGESTIONS
• It should spend on media promotion.
• Westside should hire an appropriate brand ambassador depending upon the type of
customer base they are targeting.
• Should try to increase their theme based shops.
• Should enhance more on promotional ideas and discounts.
REFRENCES
• [Link]
• [Link]
• [Link]
THANKYOU