Introduction

Lifestyle International (P) Ltd, part of the prestigious Dubai based Landmark Group, started its operations in India with the launch of the first Lifestyle store in Chennai in 1999. In little over a decades time, Lifestyle has established itself amongst the leading retail companies in India. Positioned as a youthful, stylish and a vibrant brand, Lifestyle offers its customers not just the ease of shopping but also an enjoyable shopping experience. Each Lifestyle store brings together five concepts under one roof Apparel, Footwear, Childrens Wear & Toys, Furniture & Home Furnishings, Personal Grooming - offering a convenience of a one-stop shop and a wide choice of national & international brands.

Home Centre by Lifestyle is a one stop destination for Furniture, Home Dcor and Soft Furnishings that truly represent style, comfort and individuality. Home Centre uses a unique Concept Room display model to give customers a practical idea of how each piece of furniture would look in a particular room. In keeping with the Groups tradition of making every shopping experience rewarding and memorable, The Inner Circle Landmark Groups Loyalty program allows members, to enjoy exclusive benefits and privileges such as reward points and exciting offers. The Inner Circle is today recognized amongst the leading Loyalty Program in the country with an ever increasing base of customers. The card is accepted across all Landmark Group Stores in India including Lifestyle, Home Centre by Lifestyle, Max Fashion, Splash, Bossini, SPAR Hypermarket, Polynation Food Court, Gloria Jeans Coffees & The Yellow Chilli chain of restaurants.

Lifestyle and Home Centre offer a truly international shopping experience, a fact borne by numerous accolades:

Most Admired Large Format Fashion Retailer Images Fashion Awards 2011 Most Admired Retailer of the Year - Home & Interiors Category for Home Centre by Lifestyle from Images Retail for two consecutive years, 2009 & 2010

Most Respected Company in the Retail Sector by Business World IMRB in 2003 and 2004. ICICI KSA Technopak Award for Retail Excellence in 2005 Lycra Images Fashion Awards for the Most Admired Large Format Retailer of the Year in 2006. Reid and Taylor Retailer of the Year award for the year 2006 Most Admired Retailer of the Year Department Store from Images Retail in 2008

Category: Women & Men Bags

Step 1: Category: Accessories, Sub Category: Men & Women & Kids
Sub-Category Men Bags Merchandise Briefcase, Brands Fossil

Newsboy bag

Hidesign

Holdall,

Messenger Bag,

Camera Bag,

Tote

Women Bags

Clutch bags

Ginger

Handbags Sling Bags Travel kits Vanity Kits Wallets

Rossele Hidesign Baggit Paprika Fossil

Kids Bags

Carrier Bags Party wear Bags

Barbie Rossele

Step 2: Defining the Category Role: Convenience Category: The Bags section can be termed as a convenience category as it helps Lifestyle to reinforce the target customers image of Lifestyle as a place for one-stop shopping. The customers find it convenient to shop for bags at lifestyle as it is more convenient to purchase bags as it is one stop for Men, Women and kids bags. Besides, it houses various brands ranging from high end to value priced bags & wallets.

Step 3: Category Assessment:

Sleepers "Hidesign"

Winners "Baggit & Code"

Questinable
"Fossil & Paprika"

Opportunities
"Rossele & Ginger & Code"

1. Sleepers-High Market Share & Low Market Growth: Brands: Hidesign Strategy: Allotted a smaller but distinctive space to Hidesign. Although the brand is well known it moves slowly as compared to the cheaper leather bags offered by Rossele. Therefore they stock a lesser percentage of Hidesign products and all of it is kept on display.

-If the customer requests for a specific item, then the same is ordered and made available in a few working days.

2. Winners:-High Market Share & High Market Growth Brands: Baggit Strategy: - Baggit bags and wallets are preferred by the customers as it provides quality products at competitive prices along with a good brand name. Therefore ample shelf space : 2+1 was provided exclusively for Baggit bags & Wallets. -They stock ample products and avoid a situation of being out-of-stock as it would result in loss of sales.

3. Questionable: Low Market Share & Low Market Growth Brands: Fossil, Paprika Strategy: - Fossil and Paprika have relatively low market share and showed low rate of growth. They have been allotted single shelves. The reason being that as they do not have any distinctive feature and hence get lost in the other brands. - Lifestyle therefore offers only limited number of styles in this category.

4. Opportunities: Low Market Share & High Market Growth Brands: Rossele, Ginger & Code Strategy: -These brands occupy maximum shelf space. These brands are economically prices and over a variety of products, hence most prefferd by customers. -Ginger & Code also occupies a separate shelf space for itself and has products keeping in mind the trends of the season and creates more impulse purchases.

Category Assesment: From the point of view need of customers -Regular Use -Office Use -Travel Purpose -Party Purpose From the point of view of the Market: The bags offered for sale are decided based on foremost the customers needs. For Ex Most of the customers prefer to buy Office Leather Bags from Lifestyle which is why they house a large proportion of Office bags for both categories: Men & Women

Step 4: Category Performance Measures: Sales: The sales from last year has increased by 5-10%

Step 5: Category Strategies Excitement Creating The display of clutch bags on a step table quickly grabs attension of the passers by. All around this table are the display of other bags. Also the bag counter is located at a strategic place. It is just before the ladies section and on the right to the entrance, therefore anybody entering the ladies section would definitely notice this area Image Enhancing: The variety of bags offered and the assortment mix : For Men, Women & kids, makes a one stop shop [lace for all. Moreover the customers find it convenient to shop more all their needs under one roof. Therefore Bags sort of provide supplementary sales.

Category Tactics: There was a signage on top of the Category Area labeled: Women Bags Clutch Bags: The clutch bags are displayed in a tier table. This way the clutch bags were very visible and created an attraction point as they were neatly displayed on the tier table right in the front of the assigned area for Women Baggage. Check no of displayed: and length of the table Handbags: As you enter the rectangular area, one can see the bags racked on shelves against the wall on all three sides. The middle area is interspersed with two-sided Gondola shelving units. On the left wall-the first shelf is of Code bags . This was a collection of colourful flower printed bags. Only one Shelf unit was provided to it. The next 3 units had leather bags from Roselle. The collection was assorted according to colour, first shelf occupied by shades of brown and the following shelf had a combination of black and white. The middle wall (the longest wall) had 2 racks of bags by Ginger. Following which were 2 racks dedicated to Baggit Bags and another 3 racks by Paprika Bags. On the right wall-There was 2 racks of bags dedicated to kids bags. Following which there was a rack of bags by Fossil . Next to which came Hidesign which clearly occupied the largest space in the Women Bags ssection. The racks were wooden and had an exclusive glass display for women & men Wallets. There were wooden shelves for leather bags for both Women & Men. Smaller Bags & Wallets: The centre area had two faced Gondolas carrying smaller merchandise, i.e wallets and smaller bags and travel kits & vanity kits. Space Allocation: Clearly the Largest space was allocated to mid-priced handbags by releatively lesser known brands such as Rochelle & Paprika. The leather quality of these bags being less. The known brands such as Baggit, Code, Fossil had a clearly defined shelf space with the brand name on them so that customers identify the brands. Hidesign occupied the most significant and a clearly defined soace. The merchandise setting of Hidesign products was different ( given to the wooden

furniture used) from the rest of the area. It looked much richer and had an exclusive shelf display.

Step 6: Category Review Lifestyle managers ensure that they keep abrest of the new trends, analyse sales and continuously provide bags & related products that appeal to its target customers. Regular review of the productivity of the category is carried out. Comaprison: Women Bags Section Vs Mens Bag Section Women Bags section occupies a much wider space ans has a clearly defined area as compared to Mens Bag Section.

Category: Mens & Women Formal Wear

Step 1: Category Definition
Classification Men Formal Shirts Brands WILLS Sizes 38, 40, 42, 44, 46, 48

CODE LOUIS PHILIPPE PARK AVENUE LP YOUNG

38, 40, 42, 44, 46 38, 40, 42, 44, 46 38, 40, 42, 44, 46 38, 40, 42, 44, 46

VAN HEUSEN BLACK BERRY

38, 40, 42, 44, 46 38, 40, 42, 44, 46

TURTLE

38, 40, 42, 44

ARROW

38, 40, 42, 44,

GIOVANNI

38, 40, 42, 44, 46,

THEME P&N

38, 40, 42, 44 38, 40, 42, 44

Category Men Blazers & Suits

Brands BlackBerry Van Heusen Park Avenue

Sizes 38, 40, 42, 44, 46 38, 40, 42, 44, 46 38, 40, 42, 44, 46

Classification Men Formal Trousers

Brands WILLS

Sizes 28, 30, 32. 34, 36, 38, 40, 42

CODE

28, 30, 32. 34, 36, 38, 40

LOUIS PHILIPPE

28, 30, 32. 34, 36, 38, 40, 42

PARK AVENUE

28, 30, 32. 34, 36, 38, 40, 42

LP YOUNG

28, 30, 32. 34, 36, 38, 40,

VAN HEUSEN

28, 30, 32. 34, 36, 38, 40, 42

BLACK BERRY

28, 30, 32. 34, 36, 38, 40, 42

TURTLE

28, 30, 32. 34, 36, 38, 40

ARROW

28, 30, 32. 34, 36, 38,

40, GIOVANNI 28, 30, 32. 34, 36, 38, 40, 42 THEME 28, 30, 32. 34, 36, 38, 40 P&N 28, 30, 32. 34, 36, 38, 40

Classification Women Formal Shirts

Brand Van Heusen Allen Solly Code

Size XS, S, M, L, XL, XXL XS, S, M, L, XL, XXL XS, S, M, L, XL

Women Blazers

Van Heusen Allen Solly

M,L M, L 28, 30, 32, 34, 36, 38

Women Trousers

Formal Van Heusen

Louis Phillipe Code

28, 30, 32, 34, 36, 38 28, 30, 32, 34, 36

Category : Men Accessories

Classification Ties Brand Zodiac Satya Paul Van Heusen Louis Phillipe

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Handkerchiefs

Van Heusen Zodiac

Belts

Bulchee Hidesign Leebuck Leatherplus P&N

Step 2: Defining Category Role: Preferred Category In terms of Formal Wear, Lifestyle is considered to be a preferred destination for office-goers. It offers a wide variety of merchandise & therefore a wider choice for the customers.

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Step 3: Category Assessment

Sleepers " Women Formal Wear"

Winners "Men Shirts & Trousers"

Questionables "Women Blazers & Suits"

Oppotunities "Men Blazers & Suits"

Step 4: Category Performance Measures: Mens Formal Wear: Sales of Men s Formal Wear is very high. Therefore a large area is provided to this category. Lifestle customers prefer to shop at this one destination and get all the brands under one roof. Moreove Men Formal Wear is something that is bought on a regular basis. Women Formal Wear: Women Formal wear occupies only of space as compared to the Mens Formal Wear section. Earlier this section occupied a higher space but after reviewing it they have reduced the brands and the space allocated to this section. Moreover women in India prefer: Salwars and Sarees to be worn for office use and therefore this affects the sales of this category.

Step 5: Category Strategies: Traffic Building: Formal Wear Men Category attracts a lot of traffic to the store. This is because it requires frequent purchases.

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Profit Generating: Women Formal Wear uses this strategy as there are niche customers for this category who are loyal to the brands available in the store. They are less influenced by price fluctuations. Step 6: Category Tactics: Space Allocation: The merchandise is displayed in about 1500 to 2000 sq feet . Brands like Van Heusen , Arrow, Louis Phillipe occupy about 350 sq feet. Shelf Display: Merchandise is arranged according to brands. There is a wall provided for VM to brands & they use hangers for trousers & shirts. Trousers of size 34 occupy maximum shelf space and Shirt Size 40 occupied maximum shelf space. Also layered tables were used where shirts were neatly stacked. Walls had niches were the merchandise was displayed in an attractive manner. Step 7 : Category Review: Managers of individual categories analyze the sales of the respective departments and take decisions of display, inventory, style, brand, space allocation etc.

Comparison: Men Vs Women Formal Wear: Then Men Formal Wear category definitely provides more profit and is popular among the customers. A wide variety for the same is available. On the other hand, Womens Formal Wear category, occupies a much smaller space. This is because this is not the preferred category for Lifestyle. Lifestyle Vs Shoppers Stop: The Women Formal Wear section offers much more as compared to Lifestyle. Therefore Lifestyle needs to come up with a merchandise mix to match what its competition has to offer. This could be done by developing private label exclusively for Women Formal Wear as is done for Men; Formal Wear (P& N)

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CATEGORY : MENS ETHNIC WEAR

Step 1 Category Definition The category does not see high volume of sales but the margins in this category are high.This section occupies approx 200 sqft of space.

Step 2 Category Role

This category does not see high volume of sales but the margins in this category are high. This category fulfills occasional, exclusive requirements and the prices for this category range from Rs 799 Rs 5000.

Destination category Ocassional/Seasonal Category.

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Step 3 Category Assessment

Market share Sleepers Kurta pyjamas Winners Short kurtas Long kurtas

Questionable Sherwanis saafa

Opportunities Jodhpuri suits

Market Growth

Manyawar , a premium brand at Lifestyle occupies a set shelf space that the brand has purchased for itself. Their hot sellers are Kurta pyjamas and the space allocation is comparatively higher than other categories. Sizes, L & XL have the highest stocks. M is comparatively lower and S is the least. Melange, an exclusive store brand has high assortment has higher space allocation. Most kurtas are hung on waterfalls with medium sizes displayed in the front and successively L, XL, XXL & S. While the pyjamas are placed on the bottom shelves.

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Step 4 Performance Measures

Short & Long Kurtas have the highest growth share matrix and are promoted extensively.

Step 5 Category Strategies

There is a clear propogation of store brands, viz Melange which has higher space allocation. Long kurtas are stocked to the maximum as their growth and demand is higher and also compared to Sherwanis and Jodhpuri suits, they have lesser occasional use. Large (L) size is stocked and displayed most, approx 3 Large pieces in each design are displayed.

Step 6 Category review

This category does not contribute to a large proportion of the revenue generated from the mens wear line. The space allocated to it is lesser than the space allocated for womens ethnic wear.

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CATEGORY : WOMENS ETHNIC WEAR

CATEG ORY

SUB CATEG ORY

SEGMENTS (BRANDS)

SUB -SEGMENTS

SIZES

Womens

Ethnic

Biba Neerus

Short kurtis(cotton

XS S

Step 1 Category Definition

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wear

Leffet Mlange (store exclusive brand)

and cotton blends) Long kurtis(cotton & cotton blends) Leggings (cotton) Salwar kameez suits (cotton,cotton belnd & synthetic) Salwars

M L XL XXL

W Maahi Harra Isvarah Prafful Span

This category occupies approx 300 sqft of space and is a high demand category.

Step 2 Category Role

This category sees high volume of sales and margins in this category are medium high.

This category fulfills occasional, exclusive requirements and the prices for this category range from Rs 299 Rs 3000.

It is considered as A Destination category

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Step 3 Category Assessment

Sleepers (None)

Winners Leggings Long kurtis Suits

Questionable Salwars

Opportunities Short kurtis

Melange, W, Biba and Neerus have the highest shelf space allocation.

Melange is a store brand & has considerably lower prices, it occupies two different spaces in the ethnic area. One space is for discounted merchandise and lower quality fabrics that are placed on shelves in the centre and the other display is with the use of waterfalls and other hangers for higher priced merchandise.

The other brands are given a fixed space to display their products of which W, Biba, and Neerus are given a higher space allocation.

The merchandise is displayed according to the brands & separate space is given for all brands to place their low priced merchandise which is hot selling and everyday wear.

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Step 4 Performance Measures

Leggings and Long kurtis have the highest growth share matrix and are promoted extensively. Step 5 Category Strategies

The strategies adopted by the womens ethnic wear line are

Placement of discounted merchandise in the centre on a tier table to attract customer and sell more. Merchandise is stocked brand wise.

Step 6 Category review

This is one of the most popular categories of Lifestyle, it is on the ground floor after the Womens casual wear section. It contributes to a large share of the profits.

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CATEG ORY

SUB CATEG ORY

SEGMENTS (BRANDS)

SUB -SEGMENTS

SIZES

CATEGORY : WOMENS CASUAL WEAR

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Womens wear

Casual

Forever New Bossini 109 F Remanika Ginger (exclusive store brand)

Tee shirts Tops Three-fourth lowers Shorts Skirts Tops Spaghetti tops Full lowers Tracks Sweaters , scarves, socks Short Dresses

XS S M L XL XXL

Benetton AND Fame Forever(e xclusive store brand)

Levis

Step 1 Category Definition

The category sees the highest volume of sales.. This section occupies approx 500 sqft of space. Ginger & Fame forever are the 2 store brands in this category.

Step 2 Category Role

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This category sees high volume of sales and margins in this category are medium.

This category fulfills occasional, exclusive requirements and the prices for this category range from Rs 299 Rs 2000.

Destination category

Step 3 Category Assessment

Sleepers scarves

Winners Tee shirts Tops Shorts Skirts Spaghetti tops Tracks Dresses Three-fourth lowers Full lowers

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Questionable socks

Opportunities Short dresses(seasonal) Sweaters(seasonal)

Ginger(store brand) has the highest space allocation.

Fame forever, Remanika, 109 F and AND all have 3-4 shevles and display units allocated to them.

Benetton, Bossini and Levis have a separate shop-in-shop space allocation.

Within each brand, every category is divided on the basis of its sub segments, viz, tops, tee shirts ,socks etc

Sizes are placed from XS to XL in ascending order. Every item is displayed on a waterfall in a medium size and its other size variants are placed on a shelf. Medium is the size placed most on shelves.

Step 4 Performance Measures

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Tee shirts and tops have the highest shelf space.

Sweaters ,during season, are fast selling and their growth is rapidly moving.

Step 5 Category Strategies

The strategies adopted by the womens casual wear line are

Every item is displayed on a waterfall in a medium size and its other size variants are placed on a shelf.

Medium is the size placed most on shelves.

Step 6 Category review

This is the most popular category at Lifestyle, it is on the ground floor. Its volumes are very high and it generates highest turnover.

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PARTY WEAR

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LIFESTYLE Party Wear

Private labels

Brands

Code

Ginger

Club hoppers

Fame Forever

Splash

Remanika

AND

DEFINING THE CATEGORY ROLE Category : Apparel

Sub- Category : Mens wear Segments : Party Wear

Sub-Segments : Jackets, Shirts, semi formal t-Shirts

Category : Apparel Sub Category : Womens Wear Segments : Party Wear Sub- Segments : Blouses, Tops, Tunics, Shrugs, Jackets, Leggings , Dresses, Stoles

STEP II DEFINING THE CATEGORY ROLE OCCASIONAL/ SEASONAL CATEGORY are those that are purchased infrequently or follow cynical patterns. It helps to re-inforce the target customers image of the retailer with the aim of frequent, competitive value to the target customer. Around 15- 20 % of Lifestyles categories are managed with this role. This category is of medium importance to the target customer as it is occasionally purchased. Lifestyle also gives this category medium importance as they stock a

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limited amount of Party wear. When it comes to Lifestyles competitors (shoppers Stop, Pantaloons) this category is not given much importance as Party wear is an occasional category.

STEP III CATEGORY ASSESSMENT- the current performance of the category is evaluated with respect to turnover, profits and return on assets in this category. Key factors which influence Consumer Assessment : The consumers buy Party wear because it fulfils their need to dress well for occasions . Occasion wear requires a person to dress in a more stylish and special manner. Consumers are influenced by the need to dress in a special and stylish manner. Parties are a special occasions where people put in more effort to look their best. A persons social cycle plays a key role in influencing what he or she wears. While selecting party wear, a consumer scans through the entire range. He/she is very fussy about the colour, fit and style. As it a special occasion, the consumer is fussy about buying party wear and party wear is also priced higher so the consumer puts in a lot of effort into selecting party wear.

Key factors which influence the assessment of the market are : Competitors of party wear (Shoppers Stop, Pantaloons) offer a similar price range as Lifestyle In terms of consumption and sales, this segment has low sales but at higher prices per unit. Party wear is infrequently purchased. Lifestyle under its private labels (code,Fame Forever, Remanika & AND) stocks a low range of party wear.

STEP IV CATEGORY PERFORMANCE MEASURES

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This step involves setting measurable targets in terms of sales, Margins, GM Return On Investment. These need to be established for measuring category performance. The sales for Party wear when compared to the other departments is comparatively lesser , hence the space allocated to party wear is minimum. The assortment carried y Lifestyle for Party wear doesnt contain every size. The replenishment for party wear is poor and only few sizes are available for merchandise in this segment. The new products introduced for this segment is also lower compared to the other segments.

STEP V CATEGORY STRATEGIES It is the step in the category business planning process when strategies are developed to deliver the category role and category performance targets. Strategies may relate to marketing and product supply strategies. The strategies used here are : 1. Transaction strategy : these maybe subject to impulse purchase and increase the average transaction in the basket or category 2. Cash generating Strategy : - uses parts of the category to generate cash flow, has low inventory turnover. 3. Excitement Creating Strategy : frequent change in products and seasonal products where a sense of urgency is created.

STEP VI - CATEGORY TACTICS Work towards determining optimal category pricing, promotion, assortment and shelf management which are necessary to achieve the agreed-on role, scorecard and strategies. Since the consumers needs are lesser in this segment, the variety in has low penetration , the prices are high , assortments are not complete and all sizes are unavailable.

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SPORTS WEAR

LIFESTYLE SPORTS WEAR

Private Labels

Nike

Fame Forever

Adidas

Puma

Kappa

U.s Polo

Reebok

Nike

Category : Apparel Sub- Category : Mens wear Segments : Sports Wear Sub-Segments : tee-shirts, track pants, sweatshirts, jackets, shorts, boxers.

STEP II DEFINING THE CATEGORY ROLE OCCASIONAL CATEGORY are those that are purchased infrequently or follow cynical patterns. It helps to re-inforce the target customers image of the retailer with the aim of frequent, competitive value to the target customer. Around 15- 20 % of this category is stocked by Lifestyle. This category is of medium importance to the target customer as it is occasionally purchased. Lifestyle also gives this category medium importance as they stock a limited amount of Sports wear. This category is not given much importance compared to other mens wear categories. The area allotted to sports wear is only 800 1000 sqft in the entire mens department.

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STEP III CATEGORY ASSESSMENT- the current performance of the category is evaluated with respect to turnover, profits and return on assets in this category. Key factors which influence Consumer Assessment : the consumers buy Sports wear because it is a necessity for people who indulge in a lot of sports and activities. It provides the perfect and comfortable fit and ease for those playing a certain type of sport. Also some people buy sports wear if theyre fans of a particular sport. E.g football jerseys. Consumers are influenced by their need for this type of garment as it provides ease, comfort and fit. Also they are influenced by the various seasons for various sports e.g IPL for cricket. While selecting sports wear a consumer looks for the apparel in relation to the kind of sport he plays and need. Then he tried on the garment for size, fit, comfort and other factors.

Key factors which influence the assessment of the market are : Competitors offer lesser range of sports wear than lifestyle In terms of consumption and sales, this segment has low sales but at high prices per unit. Sports infrequently. Under private labels lifestyle has a small portion of sports wear but they also have many shop in shops for various big sports wear brands such as Adidas, Nike,Kappa, U.S Polo, Puma. wear is purchased based on need, hence

STEP IV CATEGORY PERFORMANCE MEASURES This step involves setting measurable targets in terms of sales , Margins, GM Return On Investment. These need to be established for measuring category performance.

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The sales for Sports wear when compared to the other departments such as formal & Informal is comparatively lesser , hence the space allocated to Sports wear is minimum. The assortment carried by Lifestyle for Sports wear contains almost every size. The replenishment for party wear is good and Size set S,M,L and XL are available in almost every style. Each brand stocks a good amount of merchandise and a wide range. Competition is high and variety is large.

STEP V CATEGORY STRATEGIES It is the step in the category business planning process when strategies are developed to deliver the category role and category performance targets. Strategies may relate to marketing and product supply strategies. The strategies used here are : 1. Transaction strategy : these maybe subject to impulse purchase and increase the average transaction in the basket or category 2. Cash generating Strategy : - uses parts of the category to generate cash flow, has low inventory turnover. 3. Excitement Creating Strategy : frequent change in products and seasonal products where a sense of urgency is created.

STEP VI - CATEGORY TACTICS Work towards determining optimal category pricing, promotion, assortment and shelf management which are necessary to achieve the agreed-on role, scorecard and strategies. The consumer expects a wide range with all size sets in the sports category. Also during various sports season, the consumer expects adequate stock in all size sets and appropriate merchandise. The pricing for this range is moderate to high, the merchandise assortment is high and shelves are well stock with a wide assortment and almost all size sets.

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BRANDS AND CATEGORIES

Brand Fame Forever U.S Polo Kappa Nike Proline Adidas Puma

Sub-Category Available Tees, Tracks, boxers,FIFA collection Tees, Tracks, Caps Tees, Tracks Shorts, Tracks, chest print tees, socks, sweatshirts Tees, tracks Tees, Sweatshits,Tracks Chest print tees, tracks, socks,shorts,caps

Sizes Avaiable M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL M,L,XL S,M,L,Xl M,L,XL

Space Allocated to Sports wear 20 % of Space in Mens Wear Department

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Category: Mens Wear

Sub Category: Casual wear Step 1: Category Definition

Men's Wear

Casual (W)

Casual (K)

T-shirts

Shorts

3/4th Pants

Bermudas

T-shirts

Lowers

Shorts

Brands for Mens Casual Wear:

Casual (W) Casual (K)

Indian Terrain Shapes Club Hoppers Allen Solly Blackberry Khakis Fame Forever Colorplus Celio Provogue Zod V Dot

Benetton Puma Fahreinheit Us Polo Tantra Proline Adidas Tbase Nike Kappa Delure Just Natural Neva Berge Karma

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Merchandise: T-shirt: Polo neck t-shirts Round neck t-shirts V-neck t-shirts With collars t-shirts Stripe t-shirts

Shorts: Knee length shorts Thigh shorts Plain shorts Checks shorts

3/4th Pants: Plain pants Checks pants Military pants

Bermudas: Plain Bermudas Strips Bermudas Checks Bermudas Military Bermudas

Lowers: Plain lowers Jogging lowers

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Sizes: T-shirts: M, L, XL, XXL Shorts: 30 inch- 38 inch 3/4th Pants: 30 inch- 38inch Bermudas: 30 inch- 42 inch Lowers: M, L, XL, XXL The casual wear section for men occupies a space of 500 sq ft with t-shirt displayed on the racks, shorts and 3/4th pants were displayed on the nesting table on the right hand side of the floor. Bermudas and lowers were displayed with the help of hangers. Mainly the products are divided on the basis of the brands. Casual wear are assorted on the basis of sizes. Like in t-shirt the medium and large size are stacked at the eye level as they are the maximum selling, and they occupy majority of the space. The rest variety of the t-shirt is stacked at the bottom of the step rack or is displayed separately.

Step 2: Category Role Mainly the products are divided on the basis of the brands. The stack up area is given to each brand is almost equal. As all the brands are recognized and mostly preferred by consumers as they see the value for money and hence are promoted in a good manner in the area. Thus the inventory allocation for each brand is the almost same as they occupy equal share of the space. Thus most of the stacking is depending upon the styles which are most preferred by the consumers like in t-shirt; round neck t-shirt and t-shirt with collars are most preferred.

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Step 3: Category assessment

Sleepers Winners

The Bermudas in casual wear is a slow The round neck t-shirt, collar t-shirt and shorts mover and thus there are only 2 or 3 give out the maximum profit and thus have a high pieces on the display. And if the profit. They are promoted the most. consumer demands the store places the order.

Questionable

Morning Stars

The V-neck t-shirt is least preferred thus The 3/4th pants which are only preferred by it is at the minimal stock. youngsters, thus they need to be promoted to other target consumers too.

For consumers The regular styles in casual wear are most preferred, as according to the physique of an average Indian men and their habit of wearing regular fit and not experimenting too much with a variety.

Step 4: Performance Measures The categories that are classified as winners give the highest sale and highest profits. Thus they are stacked more by the retailers on the display.

Step 5: Category Strategies The aim of the store is to draw consumers to a premium brand of various categories, so they can sort and purchase the product according to the needs.

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The retailers use the promotional activities concentrated towards the winners and the highest selling sizes, thus providing them with the maximum space.

The new stock is displayed at the entrance of the section with new arrivals so they can capture the attention.

Step 6: Category Review The category space is larger compared to the other section. There is a lot of variety in the color, styles and all merchandise is displayed for the consumers to catch the attention.

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Category: Accessory
Step 1: Category Definition

Accessory

Watches

Sunglasses

Jewelry

Fashion accessory

Sub Category: Watches

Watches

Classic Watches

Sports Watches

Trendy Watches

Digital Watches

Brands for Watches:

Espirit

Citizen Fastrack DKNY Diesel

Titan Tissot FCUK Casio

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Sub Category: Sunglasses Brands for sunglasses:

Fastrack Ferrari Oklay Police Tommy Hilfiger

Polaroid Fossil Calvin Klein Guess Ray-Ban

Sub Category: Jewelry

Jewelry

Ear- rings

Rings

Bangles

Pendants

Neckpieces

Brands for jewelry:

Carbon Aspen Estelle Ddamas Gili Javeri pearls

Cygnus Asmi Nirvana Nakshatra Viola

Sub Category: Fashion Accessories

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Fashion Accessories

Neck pieces

Earings

Bangles

Hair clips

Hats

Scarves

Bracelets

Belts

Ties

Brands:
For womens: For mens:

Ginger Toni Jaded

Celio Fossil

The accessories section for both men and women occupies a large area of the store. Fashion accessories were displayed on the walls with help of waterfall, sunglasses and watches were displayed on the windows of the walls, jewelry was displayed on the glass tables and belts were displayed on the gondolas. Mainly the products are divided on the basis of the brands. Like watches, sunglasses and jewelry have different section according to the brands.

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Step 2: Category role Mainly the products are divided on the basis of the brands. The stack up area is given to each brand is almost equal. As all the brands are recognized and mostly preferred by consumers as they see the value for money and hence are promoted in a good manner in the area. Fashion accessories were stacked up according to the new styles and trend. Thus the inventory allocation for each brand is the almost same as they occupy equal share of the space. Thus most of the stacking is depending upon the styles which are most preferred by the consumers.

Step 3: Category assessment

Sleepers Winners

The jewelry section and classic watches are slow The fashion accessory and sunglasses comes under movers because consumers would prefer to buy this category. They give out the maximum profit jewelry from EBO and classic watch is least and thus have a high profit. They are promoted the

preferred by the consumers, thus there are only few most. pieces were there on the display. And if the consumer demands the store places the order.

Questionable

Morning Stars

The hats and scarves are least preferred thus it is at The watches come under this category as they are the minimal stock. only preferred by the consumers according to their requirement, thus they need to be promoted so that they can give some more profit.

For consumers

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The new and trendy styles in accessories are most preferred, as consumers are becoming more and more fashion oriented. They preferred vibrant colors, trendy look and new styles to make themselves different from others.

Step 4: Performance Measures The categories that are classified as winners give the highest sale and highest profits. Thus they are stacked more by the retailers on the display.

Step 5: Category Strategies The aim of the store is to draw consumers to a premium brand of various categories, so they can sort and purchase the product according to the needs.

The retailers use the promotional activities concentrated towards the winners and the highest selling sizes, thus providing them with the maximum space.

The new arrival is displayed in a proper manner so that they can capture the attention.

Step 6: Category Review The category space is much larger compared to the other section. There is a lot of variety in the color, styles and all merchandise is displayed for the consumers to catch the attention.

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Category: Cosmetics
Step1: Category Definition
Brands Christian dior Chanel Loreal Yves saint lauren Lancome Merchandise offered Make-up set(with all items) Make-up set(with all items) Make-up set(with all items) Make-up set(with all items) Make-up set (with all items), in store free trail make-up service gift vouchers. Clinique Max-factor Bourjois Maybaline Ponds Kaya skin clinic Lakme Revlon Make-up set(with all items) Make-up set(with all items) Make-up set(with all items) Make-up set(with all items) Make-up set(with all items) Make-up set(with all items) Make-up set(with all items) Make-up set(with all items)

The cosmetic section occupies a space of 900sq ft with cosmetics displayed on the shelves and glass displays. All the brands are having their individual kiosk type of demarcation and with their individual sales attendants. Mainly the space is allotted to them on the basis of their requirement. For example Lancome was offering a free service of the make-up and some orientation towards their products. Also they were offering the gift vouchers for the customers of Rs.1000 discount for any purchase.

Step 2: Category role Mainly the space is divided according to the brands. Each brand is has its own style of display of their assortment. They are assorted on the basis of prominence of usage in

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the makeup. Like the trail kit is displayed in the middle of the floor beside the chair of the customer. Along with that the products that are easily accessible to the customer are of cheaper prices and those of higher ends are displayed either in the catalogues or the glass shelves.

Step 3:Category assessment

Sleepers The complete make-up kits are slow movers. Winners The anti ageing products for the makeup are promoted the most.

Questionable

Opportunities These are the party make-up products which

The extra glossy make-up products are a bit are not used daily or frequently. questionable.

Step 4: Performance measures The categories that are classified as winners give the highest sale and highest profits. Thus they are displayed more and the free trails given are also for those products. Therefore they are stacked in more quantities.

Step 5: Category strategies The aim of the store is to draw consumers to a premium brand of various categories, so they can sort and purchase the product according to the needs and also the demands.

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The retailers use the promotional activities concentrated towards the winners and the highest selling sizes, thus providing them with the maximum space. The lip gloss and foundation products are the products that are sometimes purchased on impulse. Thus the new stock is displayed at the entrance of the section with new arrivals so they can capture the attention. Step 6: Category review The category space is almost uniform for all the brands with their own strategic displays. There is a lot of variety in their approach towards the customer and every merchandise is displayed for the consumers to catch the attention.

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Category: Lingerie

Step 1: Category Definition

LINGERIE

MEN

WOMEN

Womens Category: Lingerie

CLASSIFICATIONS Bra

MERCHANDISE Classic Sports Padded T-shirt smooth bras Reveal bra Low neckline Enhance lift bras Support bras Thongs G- string T backs Classic bikini High cut brief

BRANDS Enamor Triumph Bewitch Strings Amante

SIZE 30,32,34,36,38,40 42,44 (in centimeters)

Panty

Jockey Lovable Adira Jus Amante Strings Sweet dreams

S,M,L,XL, XXL

Nightwear chemise style)

(for One piece Ballon hands Deep neck 3/4th hand Fullsleeves

S, M,L,XL

(for robes)

M,L

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Pyjama and top. For spagethi Tank tops

The lingerie section for women occupies a space of 400 sq ft with bras displayed on the wall, and the panties and nightwear in the middle of the floor. The total area 400 sq feet. The area of the store 4000 sq feet. The area of womens section 2000 sq feet.

Therefore the ratio of lingerie space with women space = 400/2000= 1:5

Mainly the products are divided on the basis of the brands. Like for example the bras start with classic, pads and followed by enhance and lift. They are assorted on the basis of sizes. Like the 32 and 34 are stacked at the eye level as they are the maximum selling, And they occupy majority of the space. The rest variety of the bras is stacked at the bottom of the step rack or is displayed separately.

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Step 2: Category Role

Mainly the products are divided on the basis of the brands. Like for example the bras start with classic, pads and followed by enhance and lift. They are assorted on the basis of sizes. Like the 32 and 34 are stacked at the eye level as they are the maximum selling. The largest stack up area is given to the enamor brand as it is recognized and most preferred as consumers see it as the value for money and are hence are promoted extensively in the area. Thus the inventory allocation for enamor is the most as they occupy majority of the space. The rest variety of the bras is stacked at the bottom of the step rack or is displayed separately. Thus most of the stacking done is classic, sports and padded as they are the most preferred.

Step 3: Category Assessment

Sleepers

Winners

The full sleeve robe is a slow mover and The classic in both bras and panties along thus there are only 1 or 2 pieces on the with nightwear give out the maximum display. And if the consumer demands profit and thus have a high profit. They the store places the order. are promoted the most.

Questionable

Opportunities These are the styles which are reveal,

The G string and the thongs are least low, enhance, lift in bras and G string and preferred thus they are at the minimal thongs which are only preferred by newly

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stock.

married, young couple, thus they need to be promoted to other target consumers too.

For consumers The classic and the sport category of size 32 , 34 is the most preferred ones, as according to the physique of an average Indian women and their habit of wearing classic and not experimenting too much with a variety.

Step 4: Performance Measures

The categories that are classified as winners give the highest sale and highest profits. Thus they are stacked more by the retailers on the display.

Step 5: Category strategies

The aim of the store is to draw consumers to a premium brand of various category, so they can sort and purchase the product according to the needs. The retailers use the promotional activities concentrated towards the winners and the highest selling sizes, thus providing them with the maximum space.

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The nightwear is the products are the products that are sometimes purchased on impulse. Thus the new stock is displayed at the entrance of the section with new arrivals so they can capture the attention.

Step 6: Category Review

The category space is larger compared to the mens section. There is a lot of variety in the color, styles and all merchandise is displayed for the consumers to catch the attention.

The section of women is at the ground floor, thus the center of attraction for the mall is the womens items. The lingerie is located in the middle, where it is given

importance and women could easily navigate the place to locate that section. It is also designed and displayed it in such a way that a women can freely shop through that place and it is not open on the mall for everyone to see.

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Sub Category: Mens lingerie

Step 1: Category Definition

CLASSIFICATIONS Brief

MERCHANDISE Brief Boxer brief Midway brief trunk Funky brief Bikini brief

BRANDS Jockey Calvin Klein Chromozome Tth-ug Levis Sweet dreams Forca

SIZE S, L and XL

Boxer

Essential Boxer short classic Slim fit woven Cotton knit

Jockey Calvin Klein

Vest

Fashion vest Square mens vest

Jockey

Tshirts

L, XL

The mens lingerie is just stacked and is open for everyone to see. The are space given for that category is 200 square feet which is half of what is given to the womens section, as they believe lingerie section is not something fancy for the
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men. The category for them is just the utility factor. Thus they are just stacked in the racks and there are very fewer brands. The brands are the recognized ones, with fewer designs and styles. Most of them resemble sports type innerwear.

Thus the ratio of the lingerie compared to the entire floor is 200:2000= 1:10

Step 2:

The category is allotted not on the basis of the brands but on the basis of the sizes. The most stacked are the jockey and calvin klein as they are most preferred. But the brands are mixed according to the sizes. Most of the sizes are s and l on the nesting tables. Most of the nesting table is stacked with size s and l as they are the most preferred. Only one side of one of the nesting table is staked with xl.

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Step 3:

Sleepers

Winners

The bikini brief is the slow mover. It has The classic and funky brief from jockey to be promoted more and is available in and calvin klein are the most preferred very few variety. ones. They are displayed at the eye level wherein the consumers can locate them easily.

Questionable

Opportunities There is a lot of opportunity for the vest

The trunk, the short classic boxer and the and the stylish vest to be promoted as slim fit boxers are questionable as Indian consumers are becoming more luxury consumers look for comfort and slim fit oriented. is fancy so they are not that preferred.

For consumers The classic and the sport category of size s and l is the most preferred ones. The size m was absent and then there is size xl. The Indian male consumers do not like experimenting and most of the preferred are the sports one as they are they are associated with a macho look.

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Step 4: Performance Measures

The categories that are classified as winners give the highest sale and highest profits. Thus they are stacked more by the retailers on the display. The brand jockey and calvin klein are displayed and stacked the most. There are separate helpers just to sell those brands according to their sizes.

Step 5: Category Strategies

The nightwear is not there as such, and no pyjamas too. Just boxers are there which men generally compare with the t-shirts.

Manly they are categorized on the basis of their size and not the brands as compared to the womens section. A huge chunk of the space is allocated to the size s and l.

The nightwear is the products are the products are absent as the Indian consumers only prefer the t-shirts and boxers while sleeping.

Forca is a private label and is promoted more as it could generate higher bill.

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Step 6: Category review

The category space is compared to the mens section is smaller and displayed openly. They are categorized on the basis of the sizes. The section is just at the centre besides the sportswear department as according to the lifestyle the sportswear and the innerwear go in the same consumer basket.

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Category: Denims

Sub Category: Womens Jeans

Step1: Category Definition

CLASSIFICATIONS Jeans

MERCHANDISE Slim fit jeans Straight jeans quadra Curvy Skinny Low rise

BRANDS Lee Pepe Levi leecooper kraus signature

SIZE (according waist) waist size 26 to 34. to the

3/4th jeans

Straight flared

levis

Knee length

Shorts

Extreme short Above the knee length

The womens jeans sections occupy the major section in the store. The total space allocated to the jeans category is 600 square feet It is placed in the mid section.

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Thus the ratio is 600:2000= 3:10

Category role The jeans are staked on the steps and are folded. They are stacked according to their sizes and colour and are folded. To easily draw attention to the 3/4th denims, they are hanged in extreme colours. The shorts and and the new arrival, designer denims are placed individually in the nesting tables, so the product is the celebrity.

They are allocated on the basis of sizes and colour. The light blue which is the most preferred and for which the consumers mainly come to purchase they are at the eye level of the consumers. The darker ones are placed on the top of the eye level and the white ones or the lighter ones are at the bottom rack. Sleepers Winners

Knee length, and flared are the most slow The slim fit, skinny, low rise are the most moving and in the need to be promoted referred. most.

Questionable

Opportunities There is scope for the designer products

Quadra are preferred only occasionally as and they are placed separately to draw they are heavier and usually during attention. They can generate larger bill. summer consumers do not prefer these products.

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For consumers The blue jeans are the most sold one, the most bill generated ones. The straight, slim are the most preferred.

Step 4 Performance measures

The categories that are classified as winners give the highest sale and highest profits. Thus they are stacked more by the retailers on the display. The designer brands are stacked separately as they generate the huge bill.

Step 5

Category strategies

The end of the store space is allocated to the ethnic garments as they are the most preferred the consumers come to buy those products. And the casuals and denims are placed at the start, and the mid section as the retailer wants consumers to pass through these sections and make impulse purchases.

The consumer can easily navigate according to the size and the colour of their preference.

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The knee length and the shorts are hung in such a way like they could be easily noticed.

Category review

The jeans is the most essential category section of the womens apparel department. They generate the largest bill for the retailer. They are categorized and displayed brand-wise but are essentially separately sizes and colour wise. Mens jeans

CLASSIFICATIONS Jeans

MERCHANDISE Slim fit Regular fit Straight leg Mild tapered Midrise Low rise

BRANDS Levis Wrangler Pepe Flying Machine Killer Lee cooper Forca Spykar

SIZE (according waist) waist size 28 to 36. to the

The mens jeans sections occupy the major section in the store. The total space allocated to the jeans category is 900 square feet It is placed in the mid section. Thus the ratio is 900:2000= 9:20

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Category role The jeans are stacked on the basis of the sizes and colours. The size 30 and 32 are the fast moving and thus are located at the eye level whereas the other sizes are located at the bottom or at the top. There are only jeans stacked and no 3/4th and the shorts as they have negligible sales in the market. There are no designer wear as such as male consumers do not look for designs in the jeans but at a separate step wall, the higher priced denims are displayed.

The Indian male consumers do not like to experimenting with the colour and the most preferred are the darker jeans. The only light colour present is the blue and apart from that there are no other lighter colours for variety.

Sleepers The size 26 is the slow moving. Thus they are stacked very few.

Winners

The regular fit, straight fit, actually all the styles are preferred but the bill generation is competed at which brand. The most preferred is the levis, flying machine.

Questionable

Opportunities

The brand killer. And the midrise is not The brand forca which is the private label that generally well accepted as consumers of the store needs to be promoted more.

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go with the most preferred brands of levis They are stacked less till it becomes and flying machine. recognized and preferred.

For consumers The darker jeans with the size 30 and 32 are the most preferred.

Step 4 Performance measures

The categories that are classified as winners give the highest sale and highest profits. Thus they are stacked more by the retailers on the display. Levis and flying machine are the most preferred.

Step 5

Category strategies

The denims are allocated at the end of the store, as the Indian male consumers mainly come to the store to purchase the jeans, and thus the retailer wants the consumer to pass through a lot of categories on the way.

The denims section is the largest space allocated in the entire mens department.

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They have mixed the private label with the most sold label ones, as the base of allocation so as to not alienate the private labels.

Category review

The jeans is the most essential category section of the mens apparel department. Indian male consumers come to lifestyle mainly with an intention to purchase jeans. Thus the maximum space allocation is done to the denim category.

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Kidswear

BABYSHOP BOYS GIRLS

clothes

toys

stationery

accessories

CLOTHING CATEGORY:

CLASSIFICATIONS Basic boys outerwear

MERCHANDISE Jeans, t-shirts, jackets.

BRANDS Forea Raff

AGE CATEGORY 9 to 16 yrs. 4 tp 14 yrs. 1 to 14 yrs 2 to 12 yrs. 9 to 16 yrs. 0 to 8 yrs 2 to 12 yrs

Basic girls outerwear

Jeans, t-shirts, skirts

Peppermint Barbie Ginger

Infants wear

Two pieces, coats, Sweates, caps. tops

Juniors

with Disney license

Kappa Unisex Jeans, skirts,tops, Shirts, bellbottoms, Slim fit jeans, Loose fit jeans medium fit jeans Gini and jony Levis UCB Drop Weekender Lilliput

4 to 12 yrs 6 mts to 14 yrs 6yrs to 16yrs 6mts to 12 yrs 1yrs to 14 yrs 2yrs to 12yrs 6mts to 12yrs

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Zapp Bossoni Sleepwear One piece,two piece Disney Drop Swimwear Two piece Lobster Hotwheel Party wear Frocks and jackets. Juniors Kappa Ethnic wear Punjabi dress, long Viola skirt and top, kurtas Kindi Basil Leaf

3yrs to 16yrs 2yrs to 12yrs 2 to 12 yrs 1yr to 14 yrs 4yrs to 16yrs 4yrs to 16yrs 3 to 8 yrs 6yrs to 12 yrs 6mts to 12 yrs.

6mts to 12 yrs. 6mts to 12 yrs.

VARIETY IN OTHER MERCHANDISE TOYS Guns Bows and Arrows Cars Dolls, barbies Kitchen set, doctor set Sand toys Video games Outdoor games Indoor games Blocks STATIONERY Bags Tiffin boxes Pens, pencils ACCESSORIES Bracelet Caps Glasses Chains Belts Hair bands Hairpins NURSERY Cribs Cradles Stroller Buggy Cycles Car seat Bath tub Potty seat Bedding Table and chair Walker

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CATEGORY ASSORTMENT

Category

BOYS

GIRLS

CLOTHES

ACCESSORIES

CLOTHES

ACCESSORIES

STRATEGY: a. Target audience: To differentiate itself in a busy marketplace, BabyCenter has focused on a subset of childcare informationpreconception through the toddler years.

b. To manage the critical relationship between content and sales. The site's content and community-building features have successfully created the customer base to which BabyCenter can market its products.

POSITIONING AND PROMOTIONS:

Positioning happens through promotions and advertisements. Bulletin boards and chat sessions provide an important point of connection between parents and experts.

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Personalized e-mail newsletters provide information tailored to the appropriate stage of pregnancy or child development. There is a creative initiative which is called Shop by lifestyle: The most creative of the techniques, Shop by Lifestyle groups products according to lifestyle needs. "On the Go Baby" emphasizes travel gear. "Adventure Baby" emphasizes items that enable parents and infants to enjoy the great outdoors together. "Nature Baby" emphasizes all-natural and organic products. In addition to its sorting mechanisms, BabyCenter uses many of the merchandising techniques that other e-retailers have found effective. Visitors can opt to view bestselling items in popular product categories, or shop the special list of products named by parents as the Best of Breed. When visitors register for BabyCenter membership with an e-mail address and their baby's due date or date of birth, BabyCenter responds by providing targeted e-mail information on sales and special products appropriate for their stage of parenthood.

Category space allocation

The layout of a store is the plan that allocates a specific location and amount of soace to each of the merchandise departments as well as to each of non-selling areas. In deciding on the location and size for both selling and non-selling areas the store image, customer preference layouts of competing store and stock capacity are some of the important factors that should be taken into consideration.

The babyshop store is full of energy and enthusiasm. Its all filled with bright colours. The area is arong 1500 square feet. The flooring and the lighting is effectively good. The store has not been divided in terms of gender but in terms of brands.

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Each baby brad has been provided with a particular section for a particular category. The location of the babyshop is such that it will attract maximum pull. The shop is situated at Oasis mall which is at a city centre. The babyshop is situated bang in front of the elevator at the entrance onto the first floor.

The display at the point of sale is important which is at the actual spot where the goods are sold. The display is very clean as the babyshop is divided into games, then nursery , clothes and accessories separately. The vignette in the store is the display of the pictures of the kids and mannequins wearing the bathing robes at the swimming section which is actually a pull for the consumers.

The babyshop is divided into 2 divisions vertically and 7 subdivisions horizontally,

A.

the first vertical section of the store mainly has 3 subdivisions;

The first 2 subdivisions in the section 1 has been allotted to baby gaming product, for both boys and girls. There are products like indoor games, outdoor games, blocks. Video games, soft toys.

Policy: The children have become the new consumers. The marketers target them as the new age kids make their own buying decisions. They pull their parents to a store and ask them to buy their own goods. So in a babyshop the first attraction when a child enters lifestyle or a mall would be the games.

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The child can even play with the games and are not restricted to just see and pass by. Thus when kids see the other kids playing the games even they are tempted to go their and play.

B.

Also present on the side display if the layout is the maternity products. They

cover the subdivision 1 and 2.

Policy: The Indian woman generally tends to ignore her wants before the kids. So the obvious display reminds her to buy the product. So if the mom comes out to look for her kids merchandise she doesnt have to go that extra mile to look for her own needs.

C.

The section 3 is allotted to the nursery section entirely devoted to the

infants

and their care. And baby beauty products like baby body wash, baby bathing oil, baby hair cream and shampoos, baby powder and diapers. The reputed brands who stock here are pigeon, Johnson and Johnson and disnep. The price range are from Rs. 599.

D.

The second subdivision, section 4 5 and 6 have been allotted to apparel and

accessories. The section 4 is dominant with four brands disnep, junior, kappa, basil leaf. The most dominant merchandise here are for the boys.

E.

The 5th section is devoted to girls merchandise mainly bossonni, bling, junior,

peppermint, liliput and zap.

F.

The 6th section is dominant with gini and jony, drop.

They have their private label called ginger baby too.

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G. store.

The trial room is attached to the 6th section. There is only one trial room in the

H.

The 7th subdivision which is a part overlapping 1st and the 6th section is

completely devoted to Barbie brand. There are Barbie dolls, and indoor games like kitchen-kitchen, house-house. A consumer can view this subdivision from the entrance, so this is to trigger the girls instinct.

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