á Ashwini Barve (04) Mitali Dutta (18) Pooja Manik (34) Radhika Metla(35) Jalpa Shah(51) Neetu Tank(58) Summary Summary
Tata entered the cosmetics business through
Lakme ltd.
Lakme entered into joint venture with
Hindustan lever
sold
The Tata¶s ventured into retailing and
acquired the Britain- based Littlewoods retail store in Bangalore. _estside expanded its operations to Chennai, Mumbai, and Hyderabad.
During the Diwali season _estside launched a
festival of delights program
It had a second store in Mumbai, Pune, Kolkata
and Delhi. It had average sales of above Rs. 5000 per sq.feet
Store in Nagpur and second store in Delhi and
signed Yuvraj Singh as his celebrity endorser. The company decided to increase the retailing space to 0.3 million sq. feet from 0.12 million sq. feet in 2001.
Market Research on retailing trends in the domestic and international
markets.
India retailers stocked both Store-Owned brands and other
brands in the ratio of 70:30.
Major Indian retail chains stocked established brands, _estside
decided to push its own brand.
They gave a high priority to marketing in order to increase brand
awareness
_estside¶s total advertisement spending was 8%of its sales.
It did it regular brand building through advertisements and also
through house promotion during various seasons.
Organized retailers are more expansive than unorganized ones.
MARKETING STRATEGY : Lakme entered into joint venture with HLL for the marketing and distribution of Lakme brands.
: In 1997, the tats sold their stake in Lakme to HLL
: Then in 1998 Tata ventured into retailing, acquiring the
Littlewoods retail store. It was renamed as _estside.
: First time an Indian retailer launch for a celebrity
endorsement. _estside signed Cricketer Yuvraj Singh :Launched marketing campaigns on television and in the print media
:The stores were positioned on the fashion at
affordable pricing platform.
: Offered greater value and good shopping
experience.
:They launched a ³Festival of Delights ³program which
gave each shopper a scratch and win card. áROBLEMS & SOLUTIONS Capture the market from unorganized sector
_estside are expensive than unorganized one
Compete with other retail fashion businesses in India &