Graduation Project

Range Planning (AW 12-13) For Alok H&A Ltd.

Presented By: Pranjali (M/AP/08/17) Rupali Gaur (M/AP/08/24)

Introduction
Alok H&A Ltd. was incorporated in 2007 for the domestic retail business under the 'H&A' banner. Ranked amongst the 'Top 100 franchise opportunities' in India by The Franchising World Magazine, June11, H&A stores are value retail outlets, positioned as complete family stores for apparel, home textiles and accessories.

Alok H&A Ltd.

- H&A in association with Australian Cricketer Brett Lee launched his active wear collection in the name of BL Active Wear - 311operational stores as on date. Present in 23 states and more than 150 cities - Consolidating its operations by closing down non profitable stores. - Gross Sales for 9 months period ended December 2011 were Rs. 57.79 crores. compared to Rs. 37.79 crores in previous corresponding period.

Need of the Project

Reach to total of 500 stores on pan India basis by 2012. All New stores to be on Franchisee basis, thereby reducing set-up costs and accelerating store roll out. To become established, affordable lifestyle store brand by 2015.

Objective
To plan a competent and customer-centric range for H&A for Fall-Winter 2012-13 to accentuate their profit and sales. Sub Objective: To develop H&As customer profile by evaluating their demographics and psychographics. To carry out their wardrobe analysis for rolling out of any new product category. To know about the competitors of H&A in terms of brand positioning, merchandise carried, price-points and other relevant parameters.

Research Methodology
Understanding the brand Understanding working cycle Study forecasting Study previous sales record Preparing the questionnaire Pilot run Survey Range selection Range Development

 Survey will be done in 10 stores 5 each in A and B class stores. Survey will be done on weekdays and weekends in H&A stores. The sample size will be 85/store i.e. total 850 consumers. Method: Stratified Random Sampling.

Time & Action Plan

3rd Feb 4th Feb 1st Week Mar 2nd Week Mar 4th Week Mar 1st Week April 2nd Week April 3rd & 4th Weel April

Understanding the brand

Study forecasting
Study previous sales record Preparing the questionnaire Pilot run Survey Range selection Range Development

Review of Literature

Limitations

Bibliography
Corporate Presentation April2011: http://www.alokind.com/downloads/Alok%20Corporate%20Presentation%20A pril%202011%20-%20Web.pdf

http://media.wiley.com/product_data/excerpt/91/04717035/0471703591.pdf The Evolution of Category Management and the New State of the Art