1. Competitive Analysis and
Consumer Research
Submitted By :
 Santosh Rajput

2. INDIAN RETAIL INDUSTRY

3. INDIAN RETAIL INDUSTRY
 RETAIL- derived from a French word
‘retaillier’ which means “to break bulk”
 It includes all the activities involved in selling
goods and services to the final consumer.
 A retail store is a business enterprise whose
sale volume comes primarily from retailing.

4. SIZE OF RETAIL IN INDIA
 Market size of Indian retail industry is about
US $312 billion
 Organized retail sector is expected to grow to
US $ 70 billion by 2010
 10 % of the country's GDP and around 8 % of
the employment.
 Apparel will have a 12-15% growth rate every
year.

5. Organized V/S Unorganized

6. ORGANISED AND
UNORGANISED RETAIL
INDUSRTY IN INDIA
0 10 20 30 40 50 60 70 80 90 100
2010
2004
ORGANISED
UNORGANISED

7. APPAREL MARKET

8. APPAREL MARKET
 Apparel retail is the largest segment of retail
sector.
 It accounts for almost 39% of organized retail
sector
 Men’s and women’s apparel market have
grown to 12% & 13% respectively over the
pervious years in value terms.

9. THE ORGANIZED
RETAILING PIE
39%
11%
9%
9%
8%
7%
7%
3%
3%
4%
CLOTHING AND TEXTILE FOOD AND GROCERY CONSUMER DURABLES FOOTWARE FURNITURE AND FURNISHING
CATERING SERVICE JEWELLERY AND WATCHES BOOKS, MUSIC AND GIFTS MOBILE OTHER

10. Key Players in Apparel Segment
1. Madurai Garments ( Peter England)
2. Arvind Brands (Arrow, Lee, Flying Machine,
Wrangler, Ruf & Tuf, Newport, Excaliber)
3. Raymonds
4. Reliance( Reliance Trendz, Vimal, Harmony,
Coolcots, Casanova, Campus, concept, Right
choice)

11. Landmark, Lifestyle and Max
 Lifestyle International (P) Ltd. opened its first Lifestyle
store in India in 1999 and in a little over a decade has
come to be recognized amongst leading retail
companies in the country.
 It is a part of the prestigious USD 3.2 billion Landmark
Group (Dubai).
 Each Lifestyle store brings together five concepts
under one roof – Apparel, Footwear, Children Wear &
Toys, Household & Furniture and Health & Beauty.

12. MAX

13. About Max…..
 Launched in UAE in May 2004, Max is today the largest
value fashion retail chain in the Middle East.
 Currently have 30 store across India and plans to take it
to 60 stores by 2011-12
 Catering to the mid market segment, the merchandise is
priced in the range of Rs 199-799.
 A good shopping experience with fashionable products at
great value is an assurance that translates into making
customers "Look good, Feel good" with Max.

14. Promises of Max….
 Manufacturer’s warranties on all products
 Secure payment
 Simple 15-days return policy
 Prompt customer support

15. Hierarchy of job profiles in Max
SM
ASM
DM
Sr. CSA
CSA

16. Apparel Sections In Max Store

17. MARKETING STRATEGY
SEGMENTATION:
 Segmentation involves finding out what kinds of
consumers with different needs exist IN terms of
income, gender, education, location (rural vs. urban,
East vs. West), ethnicity, and family size.

18. TARGETING:
 Max targets middle and upper middle class
customers.
 The large and growing young working
population is a preferred customer segment.

19. POSITIONING:
 Positioning involves implementing our
targeting. For example, Max has chosen to
position itself as a “products of good quality at
affordable price” retailer.

21. Research Work

22. Research Work
 Objectives of research study:
>> Market analysis
>> Consumer analysis
>> competitor’s analysis

23. Methods Of Research
 For customer behavior analysis-
: Questionnaire
: Observation
 For competitor’s analysis-
: Observation
 Sample Size Taken- : 150 (customers)
: 4 (competitors)
 Time Taken- : 4 weeks

24. Competitor’s Survey
Major competitors of
Max:
 Pantaloons
 Westside
 Globus
 Shopper’s Stop

25. Pantaloons

26. Westside

27. Globus

28. Shopper’s Stop

29. Max and Competitors

30. Max and Competitors
Store
name
Pantaloons Westside Max Globus Shoppers
stop
Format
Type
Multibrand Exclusive
Tata(Trent group
Multibrand
Landmark group
Multibrand
(R Raheja)
Multibrand
(K Raheja)
Positioning Family store Style &
affordability
Family
shopping
destination &
value pricing
store
iconic youth
fashion brand
family store
delivering a
complete
shopping
experience

31. Store name Pantaloons Westside Max Globus Shoppers
stop
Categories Apparel
&accessories for
men, women &
children
fashionable
apparels,footwear
& accessories ,
bags, shoes,
home décor items
Foot wear,
accessories,
home furnishing
Stylized clothes,
&accessories for
men, women &
children,footwear
Foot wear,
accessories,
home furnishing
Average
footfalls
1000on weekday
& 1500 to 2000
on weekends,
holidays
25-45 per hour 450 per day &
Weekend 1200
25-45 per hour 450 per day &
Weekend 1200
Material
used
chiffon, cotton,
polyester, lycra,
gorget
chiffon, cotton,
polyester, lycra,
gorget
cotton, polyester,
lycra
chiffon, cotton,
polyester,
lycra,gorget
chiffon, cotton,
polyester, lycra,
gorget, silk

32. Store name Pantaloons Westside Max Globus Shoppers
stop
Shop In
Shop
Ajile, akkriti,
annablle,honey,R
GI,trishaa, Lee
Cooper,spykar,blu
e,indigonational,j
ohn miller,
UMM,rang
manch,
Nuno,
lee,wrangler
killer, levis,
ascot, black
berry, richmond
, Enamor, Gia,
Fiorelli
nu blue, Peter
England
Louis Philippe,
Pepe, Arrow,
BIBA, Gini
&Jony, Carbon,
Corelle, Magppie,
Nike, Reebok,
LEGO, Mattel,
little Kangaroo,
Zap, Kashish,
Austin Reed, ellize
doatein, Wills
Lifestyle,
Remanika, Park
Avenue,
Raymond, AND,
Sepia, benetton,
Playboy, Mustang,
Push &Shaw,
Numero Uno,
Levis, Mufti, Lee
Killer, Spykar,
Vibe,

33. Sales promotion

34. Sales promotion
Store
name
Pantaloon Westside Max Globus Shoppers
stop
1.End of
season
Yes Yes Yes Yes Yes
2.Festive
Promotions
(Diwali,
Christmas
etc)
Yes Yes Yes Yes Yes
Loyalty
card
Programme
Yes Yes Yes Yes Yes
Special
Promotion
(event)
Yes (Exchange
offer)
Yes Yes (lucky
draw)
Yes Yes

35. Store name Pantaloon Westside Max Globus Shoppers
stop
Media used Hoardings,print,e
lectronic (SMS,
E-mail),POP
Print, electronic,
hoardings, In
store
Pamphlets,
hoardings
Print, electronic,
hoardings, In
store
Print, electronic,
hoardings, In
store
Promotion
type
Price off, free
gifts, exchange
offer
Gift vouchers,
discount,
contest,combo,
coupons
Lucky draw, free
coupons,
discounts
gift vouchers,
combo, coupons
Lucky draw, free
coupons,
discounts

36. Price War

37. Men’s Wear

38. Men’s Wear
Product
Name
(Men’s
wear)
Pantaloons Westside Max Globus Shoppers
stop
T-Shirts 299 299 199 299 499
Denim 1499 699 600 1899 1999
Polo neck 329 275 199 299 399
Formal 499 799 449 899 ----

39. Product
Name
(Men’s
wear)
Pantaloons Westside Max Globus Shoppers
stop
Semi
formals
499 1069 490 899 699
Ethnic 3999 ----- 499 ------ 6999
Business
Suit
4000 7000 ---- ----
Sports wear 299 to 399 299 to 500 200 ----- -------

40. Ladies Wear

41. Ladies’ Wear
Product
Name
(Ladies
western
wear)
Pantaloons Westside Max Globus Shoppers
stop
Basic 299 199 199 299 499
Large Size All Gia --- ----
Denim 1499 799 599 1899 1999
Cargo --- 899 459 --- ---
Formals 499 799 299 --- 650

42. Product
Name
(Ladies
Western
wear)
Pantaloons Westside Max Globus Shoppers
stop
Night wear ---- 650 299 ---- 849
Sports wear --- 200 to 500 299 ---- 499
Accessories Tribal Zone Tribal Zone Own brand
and Tribal Zone
Own brand Tribal Zone
Business
Suits
---- 1499 (Business
tunic)
---- ---- -----

43. Ethnic Wear

44. Ethnic Wear
Product
Name
( Ethnic
wear)
Pantaloons Westside Max Globus Shoppers
stop
SKD (Salwar,
Kamiz,
dupatta)
600 to1200 900 1099 1299 1799
Dupatta 299 300 269 300 349
Patiyala 500 500 450 600 699
Churidar 299 300 269 300 349

45. Product
Name
(Ethnic
wear)
Pantaloons Westside Max Globus Shoppers
stop
Kurti (short) 299 299 249 699 899
Kurta 399 299 269 699 799

46. Kid’s Wear

47. Kids wear
Product
Name
(Kids wear)
Pantaloons Westside Max Globus Shoppers
stop
Ethnic wear 349 599 300 --- 1999
Western 199 249 129 --- 349

48. Max Consumer’s Research

49. Frequency of Visit of Customers
Conclusion
 Footfall is average.
Suggestion
 Need to promote
more to increase the
red area and
ultimately the blue.
weekly
12%
monthly
45%
Occasio
nally
43%

50. Customer Satisfaction
Conclusion
 Customer
satisfaction is high.
Suggestion
 We see red area
because of lack of
sizes (XXL and
larger), more color
options and varieties.
Yes
83%
No
17%

51. Customer’s Favourite Section
Suggestion
 Kids section can
improve by keeping
kids accessories (belts,
hats, purse, soft toys),
new born baby set and
latest patterns.
 Ethnic section can
provide more options in
color and in patterns.
men's
wear
36%
ladies
wear
36%
kids
wear
11%
ethnic
wear
17%

52. Purchase Driving Force
Conclusion
 Price and quality
influence middle aged
and older customers
while visual appeal
plays major role in
attracting youths.
Suggestion
 Quality as well as
visual merchandising
should be taken care
of.
price
35%
quality
35%
visual
appeal
30%

53. Availability Of Merchandise
Suggestion
 We can see a
noticeable red area in
the chart because of
lack of varieties
mainly in ladies
western and ethnic.
Yes
63%
No
37%

54. Staff Attitude
Suggestion
 Provide motivational
programs (best
employee of the
month, incentives,
internal promotion
and flexible target)
and training for
assisting customers.
very good
19%
good
64%
average
15%
bad
2%

55. More Brands Needed
Suggestion
 Bringing more
brands will surely
increase the
conversion rate and
hence enhance the
overall performance
of the store.
Yes
76%
No
24%

56. Shopping Experience
Suggestion
 Customer perceive
value for their money
but ethnic section
needs to lower down
its prices for
contemporary stock.
value for
money
76%
price
low- bad
quality
3%
price high-
good quality
17%
price high-
bad quality
4%

57. SWOT ANALYSIS

58. Recommendation
  Introduce more brands
 Quality should be
improved.
 Can experiment with
other areas such as
cosmetics and toys.
 Introduce more colors.
 Introduce in-house
brand for larger sizes
than available.