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WELSPUN RETAIL LTD.

force
PROJECT TITLE

OBSERVING AND ANALYSING THE CONSUMER
BUYING DECISIONS AND THE BUYING
CENTRES INVOLVED WITH THE HOTELS &
CORPORATE OFFICES CLIENTS OF WELSPUN
RETAIL LTD. IN MUMBAI


PREPARED BY

HUSSAIN SAYLAWALA
ABOUT WELSPUN
q13000 Crore group turnover.
q
qGlobal player with presence in 32 countries in
textile and 50 countries including steel.
q
qAmong the top 3 home textile companies in world
and largest in Asia.
Ø Award winning product innovation.
Ø In-depth knowledge of consumer behaviors and
preferences.
Ø Industry leader in product quality and customer
service
q
q154 Company Stores in 90 Indian Cities
q
q18,500+ skilled global workforce
q
qOther divisions include steel pipe, real estate,
polyester, and organic farming
q
Welspun retail ltd.
 The youngest and most vibrant member of the
Welspun Group, one of India’s fastest growing
business groups

 Came into existence on January 01, 2006

 The company is one of India’s first and only


organized Retail Company in the home segment,
with brands catering to distinct segments – from
the elite shopper, to the value for money
seekers

 Currently we have 152 WELHOME Brand stores


across 90 cities and 2 stores of SPACES Brand

 Available in All Indian Retail Giants eg. Shoppers
Stop, Lifestyle, @home, Landmark etc

 Focus : Emerge a household name, recognized as a
synonym of home furnishing products

 Channels: Hotels, Institutions, CSD, Key
Accounts, Stores, Distributors, B2B

 Key numbers: Top-line of INR 700 Crores, 5000
employees, over 120 locations

products
PROJECT OBJECTIVES

 To study the potential market for corporate and


hotels.

 Understanding
the current strategies employed by
WELSPUN RETAIL LTD. in Institutions and Hotel
sales.

 To study the consumer buying decisions in
corporate and hotels.

 To study the buying centres involved in
corporate and hotels.

 To study the consumer preference for
Welhome stores
Hotels & institutions
 Contributes around 15-20% to the total
company earnings.

 Hotels business caters to all hotels including 5
& 7 star, mostly in metro cities

 Institutional business caters mostly to pharma
& non-pharma companies, wherein 70%
business comes from pharma companies &
30% from non-pharma companies like fmcg,
electronics etc

BUYING CENTERS IN HOTELS
BUYING CENTERS IN CORPORATES
CHALLENGES
qDelivery issues
q
qCompetition is high. Many unorganized
suppliers are also present in market.
q
qTargeting customers from various sectors like
pharma, FMCG, consumer durable etc
q
q
observations
qLead time is high
q
qOn few occasions, failed to deliver on
committed date
q
qPricing is high
q
qShortfall of manpower
q
qProduct range needs to be increased
q
recommendations
q
 Deliverytime need to be squeezed. We need to
decrease our lead time.

 Competitive rates are required to capture the
market.

 Dedicated sales person required for different
sectors.

 Samples should be provided in time to our
customers.
q
 We need to increase our product range.

 Salesforce should be given brochures of
company and product description.

 Gifts should be given to clients to improve the
relation.

 Proper amount of promotion should be done
by the company.

welhome
introduction
qContributes around 60% to the total
company earnings.
q
qCurrently there are 152 Welhome stores across
90 cities in India.
q
qWelhome caters to value for money
conscious clientele.
q
qWelhome’s target segment is women of age group
of 25-45 years, within socio economic group.
q
qStore sells products in Bed, Bath and
KDLA(Kitchen, dinning, living & Accessories)
categories.
q
qConsidered as discount store, most of the year
discounts are available on some of the
merchandise
q
q
q
Research done for repositioning of
welhome

qSurvey was done in Welhome store at Hub


Mall, Goregaon.
q
qCollected opinion of 76 customers about what
they think of Welhome.
q
Options available for repositioning
qOriginal ideas for your home
qInnovative solutions. International quality
qUnique solutions for comfort and décor
qInternational quality. Affordable price
qSimple, original, international YET Affordable
qInnovate. Educate. Decorate

Outcome of research
 39.47% perceive Welhome as a brand providing
international quality at affordable price.

 27.63% perceive it as simple, original,
international, yet affordable

 More than 50% of customer talks about
international quality and affordable price.

findings
 Majority of customers talk about affordability
of the product.

 People want good quality at affordable price.

 People need more variety in products.

 Customers are more attracted through
discounts.

 Visual media plays an important role in
attracting customers.

 Many times customers are not aware of the
offers.

limitations
 Only 76 customers were considered in the
study.

 The research is based in MUMBAI only.

 At the time of research, few of the customers
did not sincerely respond to me.

recommendations
 Company should get away from its different
discount policy on same product, should
decide on a single discount figure.

 Proper training should be provided to store
staff.

 New designs should be launched frequently

 Change of front visual setting of all shops
should be done in 15 or 20 days

 Proper advertising need to be done to reach
customers. T.V and online advertising can be
done.

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