Westside

Group 3

an a everyday a a a quintessential sophisticated chic uber girl girl style hot maiden dressed in lady diva the in town blue

a
girl-next-door trying to figure out the look for the day

an everyday girl dressed in blue

a quintessential girl in the town

a
sophisticated maiden

a
chic style lady

a
uber hot diva

a
girl-next-door trying to figure out the look for the day

Endless Possibilities campaign is based on the : - need for reinvention and the pursuit of newness - need to defeat sameness and cloning, evident in mass fashion today Endless Possibilities is the expression of an imaginative lifestyle and experience which is the promise that Westside is making to its customers. In their advertisement each look has a different expression, story and attitude - imagine the endless possibilities with all the different looks a Westside store has to offer.

Positioning and Target Consumer

Current Positioning: Tap the new empowered womans brand loyalty with their stylized yet pocket friendly offerings. Quality, affordability and style. Target Consumer : Women focused strategy and youth in the metro cities Proposed Positioning: Converting fashion conscious Youth who shops with unorganized sector to get associated with Westside to experience Westside brand at affordable prices. Target Consumer : Females and males between 16-36 years of age (both individuals and family)

PR
Concept: To encourage target audience to shop at West Side for all possible options i.e. Womens wear, Mens wear, Kids wear and Home Dcor. This way we can maintain the current Brand Positioning and also include other Target Audience for the various other product offerings Event: Westside Villa

Idea: Prepare a model of 2/3 BHK house which can be decked up using the entire range of products offered by Westside e.g. Home Dcor, fashion & styling accessories, gifts/ decorations etc. Coverage : Press coverage in Brunch, Delhi Times/Gurgaon Times, HT City, Dainik Jagran, Punjab Kesari, Mid Day,

Living Room Concept

Home Dcor
Pillow Covers, Quilts, Curtains, Bedsheets

Wardrobe Concept

Wardrobe
Women, Men, Kids

Kitchen & Washroom Concept

Home Dcor
Towels, Decorative items, Coffee Table, Stylish coffee mugs, Decorative items

Restyle your wardrobe, Renew your dcor Refresh yourself

Xplore

Westside Villa*

Loyalty Program for PR

Save In Style Card

Welcome to the Save-In-Style Club. On every purchase earn a credit of additional 5% (i.e. 10%) from October 1 to October 26, 2011 in your Westside Style Account. Save-In-Style membership available at all Westside Outlets. Westside Style Account earning details will be mailed to you either by postal mail or e-mail. Get the new look you have got your eye on.

refresh renew restyle

Save-In-Style
Membership form

Enroll and Get Started on Save-In-Style now! We're inviting you to get additional 5% credit when shopping with us from October 1 to October 26, 2011. It's free to join and easy to save. Refer to our membership details . Who are you? Name - _____________________________ E-mail Address - _____________________________ Phone - _________________________________ Address - ___________________________________ Something more about you I work / do business / self employed / study - ________________ I earn around (per annum) - __________________ I am married (yes / no) - _________________ I celebrate my marriage anniversary on - _________________ I was born on - ______________________

Loyalty Program round the year

Save In Style Card

Welcome to the Save-In-Style Club. On every purchase earn a credit of 5% in your Westside Style Account. You can then use your earnings to purchase anything of your choice.
refresh renew restyle

Get 5% additional discount on your birthday or anniversary. Save-In-Style membership available at all Westside Outlets. Westside Style Account earning details will be mailed to you either by postal mail or e-mail. Get the look you have got your eye on.

Save-In-Style
Membership form

Enroll and Get Started on Save-In-Style now! We're inviting you to get 5% credit when shopping with us and many more savings. It's free to join and easy to save. Refer to our membership details . Who are you? Name - _____________________________ E-mail Address - _____________________________ Phone - _________________________________ Address - ___________________________________ Something more about you I work / do business / self employed / study - ________________ I earn around (per annum) - __________________ I am married (yes / no) - _________________ I celebrate my marriage anniversary on - _________________ I was born on - ______________________

Proposed Media Mix

Television
KBC
20 secs slot
2 times in one hr show

Radio
Radio city Radio Mirchi Red FM Big FM Fever FM

20 Secs slots

Morning 8-10am
4 times in 2 hrs

Just Dance
20 secs slot
2 times in one hr show

Evening 5-7pm
4 times in 2 hrs

Big Boss Season 5

20 secs slot
2 times in one hr show

Print
Dainik Jagran and Punjab Kesari Saturday edition, last page add, weekly The Times on India and Hindustan Times Friday edition, last page add, weekly India Today 2nd last page of the magazine/ monthly

Uttaran
20 secs slot
2 times in one half an hr show Others Westside page at Facebook Ecommerce through Fashion & U Using OOH Media installed in office spaces

Marketing Objective
To provide our customers with an international shopping experience together with promising high quality products and value for money, thus establishing Westside as a preferred destination amongst the fashion conscious community.

Media Objective
To reach 75% of target audience twice a day for one month before Diwali. This objective would help us achieve the following
Create Recall/ Awareness Build Imagery Boost Intention to purchase Increase depth (purchase frequency) or width (new users)

Target Consumer
Females and males between 16-36 years of age (both individuals and family)

Market Prioritization
Targeted markets would be: Cities having more than one store Delhi NCR, Lucknow, Mumbai, Pune, Banglore, Chandigarh, Jaipur, Kochi, Ahmedabad, Vadodra, Calcutta, Chennai, Hyderabad. Will depend upon
Highest-contributing markets (sales contribution) Highest percentage of potential buyers (intention to buy) Areas where we are not keeping pace with the category (growth threat) Factoring in difference between brand & category potential (market potential) Market with highest spend-focus of competition

THANK YOU

Media Mix
Choice of media
Where (which one) When Why Timing No of Ads Budget

Marketing Objective
To establish Westside as most preferred destination for shopping dress materials among fashion conscious youths

Media Objective
To reach 75% of target audience twice a day for one month before Diwali

Target Audience
Fashion conscious youth

Market Prioritization

Media Scheduling

Media Mix
Choice of media
Where (which one) When Why Timing No of Ads Budget

India Retail
Penetration of organised retail is projected to increase to 7 per cent by 201213. The clothing and textiles/apparel segment dominated the organised retail sector with revenues worth US$ 6 billion in 200708, contributing more than 27 per cent to the organised retail pie. Two-thirds of Indias population is under 35 years of age and more than 60 per cent of the population will be in the working age group (15 to 60 years)until the year 2050. The median age of 23 years, opposed to the world median age of 33, sets the emerging young India apart. The availability of retail space and the growing trend of consumerism in emerging cities and small towns add to the attractiveness of the market. The top three major retailers (Pantaloon Retail Limited, Shoppers Stop and Trent Ltd) account for only 9 per cent of the total organised retail market in India

 http://www.campaignindia.in/Video/271719,wes tside-claims-to-offer-8216endlesspossibilities8217-with-its-new-campaign.aspx http://www.afaqs.com/news/story.html?sid=251 37 http://www.bestmediainfo.com/2011/09/a-newyou-everyday-with-westside/ http://iimsmarkathon.blogspot.com/2010/09/trent-limitedstrategic-business-unit.html

Westside

Launched in 1998 in Bangalore by the Tata's, the Westside chain has been setting the standards for other fashion retailers to follow. Style, affordable prices and quality - these are the factors that have shaped Westside's success story in the retail fashion stores business. Westside stands out from the competition for a variety of reasons. One is that a majority of the brands the chain stocks and sells are its own, unlike retailers who store multiple labels. About 90 per cent of Westside's offerings are home-grown and these cater to different customer segments.
In 2003 04 the company has already established eleven Westside departmental stores measuring 20,000 sq ft each in major cities of the country. The company hopes to expand rapidly with similar format stores that offer a fine balance between style and price retailing. Future plans include establishing the Westside brand in all large towns with a population of over one lakh.

Private label opportunities

The organised Indian retail industry has also begun witnessing an increased level of activity in the private label space, which is expected to grow further in the near future. Private label strategy is expected to play a dominant role in the years ahead, since its share in the US and the UK markets is 19 per cent and 39 per cent, respectively, whereas its share in emerging markets (i.e., BRIC countries) is only 6 per cent.

Background
Since westside is more than women clothes, its about accessories and other sections also. Hence I suggest position its as: Its new and its you Always refreshing refresh, renew, restyle

Positioning and Tag Line

Be what you want to be Look the way you want to look Change your look and feel the change Its new and its you

Tag Line Youll never think twice with westside Be what you are Get the new look you have got your eye on.

PR
Westside Wardrobe challenge Show us the best you think you look like in a dress of your own choice from your wardrobe. We will show you you can look much better. For this we require Industrys best fashion designers Manish Malhotra

Loyalty Program

The Style Card

A card on which you earn 1 points per Rs. 100 spent.

On collection of 500 points or Rs. 50000 purchases get Rs. 500 voucher
Get 5% extra* discount on your birthday and anniversary

The Fashion Card

A card on which you earn 2 points per Rs. 100 spent. On collection of 2000 points or Rs. 100000 purchases get your wardrobe makeover by leading fashion designers like Manish Malhotra/Suneet Varma etc. with a dress designed especially for you @ 50% discount.

Get 5% extra discount on your birthday and anniversary.

Every year get a free gift for only possessing this card.

The Style Card

A card on which you earn 1 points per Rs. 100 spent.

On collection of 500 points or Rs. 50000 purchases get Rs. 500 voucher
Get 5% extra* discount on your birthday and anniversary

The Fashion Card

A card on which you earn 2 points per Rs. 100 spent. On collection of 2000 points or Rs. 100000 purchases get your wardrobe makeover by leading fashion designers like Manish Malhotra/Suneet Varma etc. with a dress designed especially for you @ 50% discount.

Get 5% extra discount on your birthday and anniversary.

Every year get a free gift for only possessing this card.

a
quintessential

girl in the town

a
sophisticated maiden

a
chic style lady

a
uber hot diva

a
girl-next-door trying to figure out the look for the day

Advertisement
From an everyday girl dressed in blue, She morphs into a quintessential girl-about- town, a sophisticated maiden, a chic style lady roaming around the town, a woman in an uber hot diva look and finally a casually stylish girl-next-door. All these avatars come together at one place which happens to be Monteiros wardrobe where you spot her looking at all these dresses, trying to figure out which one she should wear for the day.

Current Campaign Rationale

Each look has a different expression, story and attitude - imagine the endless possibilities with all the different looks a Westside store has to offer. Endless Possibilities is the expression of an imaginative lifestyle and experience which is the promise that Westside is making to its customers. Westside offers customers a range of exclusive own brand products which can create limitless possibilities for customers to express their style and mood. Its a promise of something new, a promise for a better tomorrow. The theme behind the campaign emerged from the consumers need to defeat sameness and cloning, evident in mass fashion today. Thus the idea for using multiplicity as an execution for endless possibilities demonstrates a new you everyday The campaign builds on the insight for the need for reinvention and the pursuit of newness