“Retail Store and Consumer Study”

Report on: “Retail store and consumer study”

Introduction to fashion Retailing

e By: shashank,amm2 e

g g

Institute of Apparel management, Gurgaon Scope of the project:

1. To understand various strategies adopted by the retailers to stay in the consideration set of consumers and to be the most preferred retailer for their target consumer 2. the various attributes consumers consider during the process of brand selection 3. How do critical attributes change and vary amongst product categories 4. Difference in the perceptions of the retailer and consumer regarding the retail mix of their store, the subjective and objective attributes that contribute to their success or failure.

Research Methodology:

 This research was conducted in two parts:-

Primary Research:

Interacting with people and getting their feedback about the both retail stores

Getting information about the store from the store manager

Secondary Research:

Collecting data from website

CONTENTS

S. no. HEADERS Page no. 1 Scope of the project, Research Methodology 2 2 1.1 Section. Introduction to Product category 4 3 1.2 History of Reebok 6 4 1.3 Size of kid’s apparel market in India 10 5 1.4 Reebok Indian Market share 2009 11 6 1.5 About Reebok junior’s 12 7 1.6 Unorganised to organised 14 8 1.7 Key players and their market share 19 9 Reebok Juniors, store profile 23 10 Introduction to UCB 24 11 1.8 About UCB Kid’s 25 12 1.9 Financial background of UCB brand 27 13 Store profile: UCB Kid’s 31 14 Questionnaire 32 15 Survey analysis 37 16 Summary, learning outcomes 44 17 Bibliography 45

1.1 Section. Introduction to Product category

About Reebok India

Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder Singh Prem, Reebok India has a pan-India presence with branch offices in Mumbai, Kolkata and Bangalore and ranks at the top amongst international footwear companies in India. The Company's brand vision is fulfilling potential, its mission – Always challenge and lead through creativity. Reebok’s positioning is to celebrate individuality in sports and life. Reebok has introduced its internationally acclaimed fitness programs in India, conducted under the banner of Reebok Instructor Alliance, which is dedicated to fitness instructors, personal trainers and health club owners. Reebok has trained and certified more then 900 trainers till now.

Reebok’s vision Fulfilling Potential Reebok is dedicated to providing each and every athlete - from professional athletes to recreational runners to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of. We all have the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfil their true potential and reach heights they may have thought un-reachable.

Reebok’s mission Always Challenge and Lead through Creativity At Reebok, we see the world a little differently and throughout our history have made our mark when we’ve had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brand’s unlimited creative potential.

Reebok’s positioning Celebrate Individuality in Sport and Life Reebok understands that people are, above all, unique. Reebok’s positioning reflects this; celebrating the distinct qualities that make people who they are - their unique points of view, their individual style and their remarkable talents and accomplishments. Reebok celebrates their individuality, their authenticity and the courage it takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok calls them visionary and original.

Reebok’s purpose To Empower Global Youth to Fulfil their Potential Commitment to Corporate Responsibility is an important legacy and hallmark of the Reebok brand. For two decades, Human Rights, through the Reebok Human Rights program, was the primary focus of this effort. Reebok has expanded on what had been built and created a Global Corporate Citizenship platform with a purpose for the brand that will help underprivileged, underserved youth around the world fulfill their potential and live healthy, active lives.

Reebok’s Brand Territory Having Fun Staying in Shape Having Fun Staying in Shape comes to life through a fun, bold, provocative manner expressed through fresh, eye catching imagery signed off with a unique 'Reeword.' The tone and manner allows the consumer to look at sport and lifestyle through our lens of 'Ree.'

Reebok History

1890-1930's

J.W. Foster and Spikes of Fire

Reebok's United Kingdom-based ancestor company was founded for one of the best reasons possible: athletes wanted to run faster. So, in the 1890s, Joseph William Foster made some of the first known running shoes with spikes in them. By 1895, he was in business making shoes by hand for top runners; and before long his fledgling company, J.W. Foster and Sons, developed an international clientele of distinguished athletes. The family-owned business proudly made the running shoes worn in the 1924 Summer Games by the athletes celebrated in the film "Chariots of Fire."

1950-1980

A Gazelle Named Reebok, A Company on the Move

In 1958, two of the founder's grandsons started a companion company

e that came to be known as Reebok, named for an African gazelle. In e

a 1979, Paul Fireman, a partner in an outdoor sporting goods a

distributorship, spotted Reebok shoes at an international trade show. He negotiated for the North American distribution license and introduced three running shoes in the U.S. that year. At $60, they were the most expensive running shoes on the market.

1980's

By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was planned for the next year. In 1982, Reebok introduced the first athletic shoe designed especially for women; a shoe for a hot new fitness exercise called aerobic dance. The shoe was called the Freestyle™, and with it Reebok anticipated and encouraged three major trends that transformed the athletic footwear industry: the aerobic exercise movement, the influx of women into sports and exercise and the acceptance of well-designed athletic footwear by adults for street and casual wear. Explosive growth followed, which Reebok fueled with new product categories, making Reebok an industry leader.

In the midst of surging sales in 1985, Reebok completed its initial public offering (stock symbol is NYSE: RBK). A year later, Reebok made its first strategic acquisition, The Rockport Company. Rockport was a pioneer in using advanced materials and technologies in traditional shoes and the first company to engineer walking comfort in all types of dress and casual shoes. In the late 1980s, Reebok began an aggressive expansion into overseas markets and Reebok products are now available in more than 170 countries and are sold through a network of independent and Reebok-owned distributors. Creating innovative products that generate excitement in the marketplace has been a central corporate strategy ever since Reebok introduced the Freestyle. In the late 1980s, a particularly productive period began with The Pump® technology and continues today, with breakthrough concepts and technologies for numerous sports and fitness activities.

1990's

In 1992, Reebok began a transition from a company identified principally with fitness and exercise to one equally involved in sports by creating several new footwear and apparel products for football, baseball, soccer, track and field and other sports. That same year, Reebok began its partnership with golfer Greg Norman, resulting in the creation of The Greg Norman Collection.

In the late 1990s, Reebok made a strategic commitment to align its

e brand with a select few of the world’s most talented, exciting and e

cutting-edge athletes. Since then, the company has focused on those athletes who represent the top echelon of sports and fitness.

2000

In 2000, Reebok and the National Football League announced an exclusive partnership that serves as a foundation of the NFL’s consumer products business. The NFL granted a long-term exclusive license to Reebok beginning in the 2002 NFL season to manufacture, market and sell NFL licensed merchandise for all 32 NFL teams. The license includes on-field uniforms, sideline apparel, practice apparel and an NFL-branded footwear and apparel collection.

2001

In 2001, Reebok formed a long-term strategic partnership with the National Basketball Association under which Reebok designs, manufactures, sells and markets licensed merchandise for the NBA, the Women’s National Basketball Association (WNBA) and the National Basketball Development League (NBDL), the NBA’s minor league. Reebok secured the exclusive rights to supply and market all on-court apparel, including uniforms, shooting shirts, warm-ups, authentic and replica jerseys and practice gear for all NBA, WNBA and NBDL teams. Reebok also had exclusive rights, with limited exceptions, to design, manufacture, market and sell headwear, T-shirts, fleece and other apparel products for all teams in most channels of distributions. In 2006, Reebok transferred the NBA rights to the adidas Brand.

2002

In 2002, Reebok launched Rbk – a collection of street-inspired footwear and apparel hook-ups designed for the young man and woman who demand and expect the style of their gear to reflect the attitude of their lives: cool and edgy, authentic and aspirational. Inspired by street fashion, Rbk’s marketing is culturally relevant as well. With many of the industry’s most marketable and valuable sports assets on its roster, Reebok rolled-out an integrated marketing campaign that fused together sports, music, technology and entertainment, and was designed to connect the Reebok Brand to millions of new consumers around the world. The global marketing campaign was launched in early 2002 and featured select Reebok athletes paired with some of the music industry’s most successful hip-hop and rap artists. Reebok tapped into something the industry had not yet seen, and became a pioneer in the

e fusion of sports, music and technology. e

2003

2003 was a landmark year for Rbk. Reebok formed an unprecedented partnership with rap musician Jay-Z, which included the design and marketing of the "S. Carter Collection by Rbk," which launched in April. With the partnership, Jay-Z became the first non-athlete to have a signature athletic footwear collection. The launch of Jay Z’s first shoe was extremely successful around the world. Later that year, Reebok teamed up with another superstar of the rap world, 50 Cent. The result was the equally successful “G Unit Collection by Rbk.”

2004

In 2004, Reebok became the world’s leading producer of hockey apparel and equipment with its acquisition of The Hockey Company. The Hockey Company’s brands, CCM, Koho and Jofa, are among the most respected in the sport.

Reebok has a long-term licensing agreement with the National Hockey League, under which the company serves as the supplier of authentic “on-ice” game jerseys to all 30 NHL teams. It also has the exclusive worldwide rights to manufacture and market authentic, replica and practice jerseys using the names and logos of the NHL and its teams. Reebok also has exclusive agreements with the Canadian Hockey League, the American Hockey League and the East Coast Hockey League.

2005

In early 2005, Reebok launched Rbk Hockey, a new and innovative line of ultra-high performance hockey equipment, sticks and skates and signed hockey phenom Sidney Crosby, who has lived up to his billing as the league’s next great player. In two short years, Rbk Hockey has become one of the most visible and in-demand hockey brands on the market.

In 2005, Reebok launched its largest global integrated marketing and advertising campaign in nearly a decade. "I Am What I Am" is a multi- faceted campaign which links all of the brand's marketing and advertising efforts under the "I Am What I Am" umbrella. The campaign encourages young people to embrace their own individuality by celebrating their contemporary heroes. Celebrities featured in the campaign include music icons Jay-Z, Daddy Yankee and 50 Cent; top

1 athletes Allen Iverson, Donovan McNabb, Curt Schilling, Kelly Holmes, 1

g Iker Casillas and Yao Ming; screen stars Lucy Liu, John Leguizamo and g

P Christina Ricci; and skateboarder Stevie Williams. P

2006

In January 2006, adidas-Salomon AG acquired Reebok, forever altering the worldwide sporting goods industry landscape. Shortly after the close of the acquisition, Reebok Chairman and CEO Paul Fireman announced he was leaving the company to pursue other interests, and Paul Harrington was named President and CEO of the Reebok brand. Today, the adidas Group, which includes the adidas, Reebok, TaylorMade-adidas Golf and Rockport brands is a global leader in the sporting goods industry and offers a broad portfolio of products. Products from the adidas Group are available in virtually every country of the world. Activities of the company and its more than 80 subsidiaries are directed from the Group's headquarters in Herzogenaurach, Germany.

2007

Reebok launched Run Easy, one of the most comprehensive running campaigns in the brand’s history. The goal of the campaign was to inspire consumers around the world to fulfill their potential and celebrate their individuality. The message of the campaign was that while many other brands speak about the "blood, sweat and tears" of running, Reebok celebrated the camaraderie, joy and fun of running – Run Easy.

In addition, Reebok's partnership with the National Hockey League took center stage with the unveiling the Rbk Edge Uniform System, a complete, team-wide redesign and re-engineering of the NHL uniform, and the opening of the NHL Powered by Rbk retail store in New York City.

Reebok also launched its "There are Two People in Everyone" marketing campaign for the second half of 2007 in select regions. The global marketing campaign highlights Reebok’s unique brand point of view of celebrating the individual’s balance between sport and life. The campaign, featuring international sport stars such as Allen Iverson, Yao Ming, MS Dohni and Nicole Vaidisova, declared that there is more to an athlete than his or her sport.

2008

Reebok’s global marketing campaign, ‘Your Move’ launched in March of 2008 and evolved Reebok’s positioning as the brand that celebrates

1 individuality and supports those who choose to do things their way. 1

g Expressed as a global brand campaign, ‘Your Move’ was an invitation to g

P people to do it their way in sport and in life. The ‘what’s your move?’ ad P

was a literal expression of this philosophy: key assets including Thierry Henry and Alexander Ovechkin showed us their moves and invited consumers to show us theirs. In the summer of 2008, Reebok and driving ace Lewis Hamilton announced a multi-year partnership at a spectacular 3-D event in Amsterdam, home of Reebok’s European Headquarters. At the event, Reebok unveiled “The Athlete within the Driver,” gave media a rare insight into Hamilton’s demanding fitness regime. Hamilton revealed how Reebok’s Smoothfit training footwear and apparel range helped him to train better than ever before.

2009

In February 2009, Reebok launched the Jukari Fit to Fly workout, the first in a series of initiatives to come out of a new, long-term partnership with Cirque du Soleil. Jukari Fit to Fly makes fitness fun again by introducing a new way to move. The workout has been created on a specially-designed piece of equipment called the FlySet. The result is a workout that gives the sensation of flying while strengthening and lengthening the body through cardio, strength, balance and core training. Also in 2009, Reebok made a pledge to tone the butts and legs of women around the world with its innovative EasyTone footwear. Featuring first-of-its-kind balance pod technology, the shoe generates incredible results thanks to proprietary technology invented by a former NASA engineer.

1.3 Size of kids apparel market in India

Leading the kids' retail revolution is the apparel business, which accounts for almost 80 per cent of the revenue, with kids' clothing in India following international fashion trends. According to research firm KSA Technopak, the branded segment comprises US$ 701.7 million of the total kids' apparel market-size of over US$ 3 billion.

Industry experts say kids' retailing will touch annual growth of 30-35 per cent. Toys, stationary, sportswear, outerwear, tailored clothing, eyewear, watches, fragrance, footwear, theme parks, TV channels… the segment is growing rapidly at 10 per cent per annum. Margins are in the range of 20-25 per cent (for dealers and distributors), while companies enjoy an average gross margin of about 10 per cent.

Kids wear market size in India at over Rs 13,000 crore, of which the branded segment constitutes Rs 3,000 crore. But brand awareness is increasing and firms like Spunkywear are well suited to expand and occupy a large share in the market. Like in every other retail segment in the country, the market is dominated by the unorganised sector. Branded competition is small but growing at a fast pace.

Pantaloon has entered into a 50:50 JV with Gini & Jony to set up a retail chain to market kids’ apparel. Raymond recently introduced its maiden kidswear brand —- ‘Zapp!’, with it’s first outlet running in Ahmedabad. DS Corporation, which owns 14 retail stores in India for children, and has brands such as Ruff Kids and Ruff Baby, is set for a major expansion plan. What’s more, even jeans companies such as Spykar, Pepe Jeans and Killer are trying to climb onto the bandwagon. International kids wear brand such as Tommy Hilfiger, Freelook Junior, Reebok junior, Adam Kids and Walt Disney are making efforts to foray into India. These brands are mainly taking the tie-up route with India and are planning to expand more.

—Source: Indian Institute of Foreign Trade

1.4 Reebok Indian Market Share 2009

Reebok, the leading sports and fitness brand in the country with a 54 per cent market share, says its Indian revenues touched Rs 1,400 crore (at retail prices) for the calendar year ending December 2009. Revenues at retail price is an industry term for comparison between branded apparel and footwear industry players.

The company has added that it will also maintain its advertising and marketing spends at 10 per cent of its sales, even as its spends for the Indian Premier League (IPL) increase this year.

“Reebok is increasing marketing expense three-fold for IPL with 25 per cent of our total A&M budgets dedicated to the event.

Marketed and traded in India through RIC – a subsidiary of the Germany- headquartered Adidas – Reebok has grown its revenues eight times in the last six years in India, according to the firm’s chief financial officer.

“The company has availed of Rs 300 crore in funds to support our aggressive growth plans in the past few years.

The company, however, admits that calendar year 2009 is fraught with

1 uncertainty. With a retail footprint of 720 franchise stores and presence 1

a in 230 cities, the plan for 2009 includes expansion to 300 cities with 900 a

franchise stores.

Reebok is a good example of a brand which used its early mover advantage to penetrate into the casual and sportswear category through aggressive advertising and its marketing campaign. Reebok’s Lifestyle line targets the consumer interested in wearing a sports- inspired product without stepping into a field, court or track. About 80 per cent of Reebok customers in India have purchased something from the urban casual Lifestyle line. Reebok has a junior collection of athletic and casual shoes and apparel, sold at its own junior stores, which is designed to tap into India’s massive youth population both on and off the field. Reebok India sold approx 3 million pairs of shoes and ~8 million pieces of apparel in 2009. Other brands are also following suit by signing top actors and models to gain higher visibility.

Comparative Analysis of Industry Players

Retailer India Share of apparels in total sales entry

Reebok 1995 50%

Adidas 1996 45%

Nike 1995 40%

Puma 2002 30%

1.5 Reebok Junior The company recently launched Reebok Junior and Reebok Women stores in several metros. In 2003.Sports brand Reebok is entering the kids market through the launch of its exclusive Reebok Junior stores in Delhi, Mumbai, Bangalore, Hyderabad and Calcutta. To promote the Reebok Junior brand, the company has launched a `Made to Play' campaign targeted at kids aged 4-14 years. The company has also opened an exclusive outlet (owned by four women as franchise) for women in Chennai. The outlet will sell sportswear, casual wear and

e footwear products for women. e

Reebok launches exclusive outlets for kids and women:

Sports brand Reebok is entering the kids market through the launch of its exclusive Reebok Junior stores in Delhi, Mumbai, Bangalore, Hyderabad and Calcutta. To promote the Reebok Junior brand, the company has launched a `Made to Play' campaign targeted at kids aged 4-14 years. The company has also opened an exclusive outlet (owned by four women as franchise) for women in Chennai. The outlet will sell sportswear, casual wear and footwear products for women.

Sports goods major Reebok launched its kids-wear brand Reebok Junior mid last year. Its parent firm Adidas launched kids wear in India almost six years back.

“The focus of kids apparel is currently on bigger cities and will spread to other cities in the near future,” says Andreas Gellner, MD of Adidas India. Indus League Clothing recently extended its Urban Yoga brand for children. These firms are buoyed by the huge opportunity in a fast-growing, high- margin business.

It recently tied up with Cartoon Network to provide licensed merchandise - a new trend among apparel makers looking to woo little customers. United Colors of Benetton has capitalised on the Pucca character, Pantaloon has bet on Disney merchandise and Reebok too has a deal with Cartoon Network for animated properties such as Ben10, PowerPuff Girls, Johnny Bravo and Dexter.

“These tie-ups become clutter-breaking ideas for apparel brands,” says Monica Tata, VP and deputy general manager entertainment networks South Asia at Turner International that gets 10% of its turnover from licensing and merchandising.

Market size

The kids segment is the most promising in apparel retail in India. Big brands are only now realising its true potential.The kids wear market is growing healthy and fast. And the kids are having a good time with a

e pile of top brands including Allen Solly, Arrow, Reebok, Puma, Woodland e

a and Marks & Spencer entering the Rs 3,500-crore branded kids apparel a

market. Brands such as Benetton, Pantaloon and Reebok have roped in popular characters like Pucca, Ben10 and Power Rangers to lure their 4- 14 age-group customers.

Reebok India commands a 54% market share in the premium sportswear industry. It plans to increase the store count from the existing 500 to over 600 before the next financial year. Reebok reaches out to its target customers through its 500 exclusive Reebok Stores, 200 Shop in the shop outlets & 2500 dealer outlets. Reebok junior’s shares 8.5% of total sales of Reebok.

Reebok Focuses More On Kids

Reebok, a sports brand, is entering the kids market through the launch of its exclusive Reebok Junior stores. The company has set up seven such stores in Delhi, Mumbai, Bangalore, Hyderabad and Calcutta. To promote the Reebok Junior brand, the company has launched a `Made to Play' campaign targeted at kids aged 4-14 years. The company is also offering a return gift of Rs500 on every purchase of Rs1,000 as an introductory offer.

That's changed now. And it's likely to change the rules of the game of the Rs 1,100-crore (Rs 11 billion) Indian sports footwear and apparel market.

All these years, market leadership has eluded Nike in India. This is the only market where Reebok is No. 1 (54 per cent market share), followed by Adidas (25 per cent). Nike's 20 per cent share is a distant third (source: Technopak Advisors).

1.6 Unorganised to organised

Unorganised players have always dominated the market. Manufacturing cheap, big volumes of products in a myriad of styles, these players have spread their distribution across the country, reaching every nook and cranny. It is amazing that this sector has been able to flourish and still continues to corner a majority of the market share. What restricted its growth is the limited exposure of the consumer i.e. parents' psyche that kids outgrow their clothing in a few months and so there is no need to buy high-priced clothing. The organised branded segment, on its part, did little to counter this hitch.

Today, bigger companies have started venturing into this market. Gone are the days when big organised players restricted their businesses to urbanised markets only. The scenario is changing and consumer awareness towards branded kids’ wear has definitely grown. Thanks to the shrinkage of the world to a global village!

Retail is growing tremendously and kids are also in this change. Branded kids’ wear players have entered the market and shown their worth. Raymond has ventured in with its kid's brand Zapp. Gini & Jony was brought in by the country's biggest corporate houses. Shoppers Stop has brought Mothercare UK to the country. Amongst international brands, Walt Disney, Barbie, Hot wheels, Okaidi have already set up their base and are happy to be in India. Refreshingly new is Oyo by Spykar. So, are we seeing the beginning of a gold rush as Sanjeev Narula, Managing Director, Lilliput Kidswear Ltd puts it, "As per a recent study, of the total Indian population, 30 per cent is under the age of 12. Two sub-segments are expected to emerge in future within kids' apparel market: of 0 - 6 years, where mothers buy and of 8 - 14 years where brand awareness is generally high and kids make purchase decisions. According to industry estimates, kids’ apparel market is divided into organised and unorganised segments and exceeds Rs 17,000 crore. Of this, kids’ wear accounts for Rs 3,000 - 4,000 crore. Branded apparel sector in India is still in its nascent stage and larger part of the market is still unorganised. But, with more and more companies diverting their revenues towards branded kids’ wear sector, branded category will supercede the unorganised sector in coming days. Today, kids and parents are becoming extremely brand and quality conscious. Design, styling and cuts make all the difference and a matter of concern. And, desire for an international look and appeal can only be satiated by a world-class product, which can only be offered by the branded kids wear segment.” While Riaz Patca, Director, Ruff kids, says, "As many national and international big players are planning to tap this segment, a drastic change in the category movement from unorganised to organised market is foreseen. As new players enter the market, they will explore

1 opportunities in organised sector by taking over many unorganised 1

g companies and this will help them to establish their brand name in g

junior wear. Now, this movement of new players will transform many unorganised players to organised players." Though a drastic change is not witnessed yet, the market is definitely moving towards an organised one.

Growth and driving factors

Children outgrow their clothes very quickly and so clothing for them should be reasonably priced. Parents do not wish to buy expensive stuff that their children would not be able to wear for long. Also, they look at outfits, which are ruff and would have a long life. High-price tagged clothes are still by and large held back for special occasions. Style is another aspect, which has become very important as children have become very aware of what is in vogue and what is not. Another reason why kids’ wear in the branded segment is fast growing is because of higher disposable incomes and changing lifestyles and awareness among people. Mr Patca says, "Due to fast growing economy, spending power of parents have increased and they spend on themselves and they want their children to look good too in order to maintain their standard of living. Thus, kids’ wear market is growing and we have our maximum population in kid and youth category. Exposure to international market, better educational system for the next generation, high spending power, high lifestyle and educated parents are other reasons augmenting the growth of the sector." Complementing this observation, Manjula Tiwari, COO, Esprit India says, "Occasion-led, lifestyle pattern and, further, international brands are completing the offering for the entire family." Trends in kids wear market are fast changing with time. With foreign influence, changing lifestyles and awareness among parents, kids are becoming aware of the trends around them. Commenting on this, Lisa Pinto, Brand Head, Bossini, says, "Growth in kids’ wear segment is about 15 per cent per annum and, with bulk of India's population being below 25 years and with couples’ disposable income increasing, we see that the sector is growing. Also, with global awareness about kids’ wear, people traveling a lot and opening of a number of malls, we see huge increase in kids wear market. Working parents want to spend more time with their children. What are the ways of satisfying this want: by being with kids for shopping or taking them to entertainment zones." Further, Mr Narula says, “With developments in technology, the world is becoming increasingly smaller day by day. Kids of today belong to ‘screen-age’

e (TV, internet, mobile etc.) and they are more aware of the latest trends e

a and fashions. Being vulnerable, children are easily influenced by ads in a

television and this activates ‘pester power’ i.e. where children harass their parents to purchase products they want. With increase in the number of working couples and their respective disposable incomes, children’ ‘pester power’ becomes inversely proportionate to time available with parents. These factors are major drivers of the growth of kids’ wear segment - be in India or abroad. No wonder, so many men and women apparel brands have, of late, started seeking kids’ wear as the next big thing and streaming their business in kids’ wear as well.” With so many contributing factors, this segment is bound to rise and rise.

Competition

With line extensions of brands and entry of many international brands, competition in the sector is becoming more and more immense. However, competition is helping Indian brands to manufacture the best quality clothes for kids at affordable prices, creating a win-win situation visa-à-vis customers. “As government has allowed 51 per cent FDI in Indian industry, there are many international players entering the junior wear market. Entry of these international brands has accelerated national brands in producing better products at best prices to beat the competition. Today, international firms are striving hard to survive for Indian junior wear industry is complex. Only brands that know minds of Indian consumers well can win. Thus, this is creating healthy competition between national and international brands by making national brands more powerful. “While Mr Narula feels, “As of now, there are only very few leading players in the branded segment, Lilliput being the pioneer in Indian branded kids’ wear industry. Competition is bound to increase and it is always welcome for it brings about opportunity and scope for improvement. Considering that kids outgrow their clothes within two or three months, we do believe that kids’ wear segment is still predominantly price-sensitive. Customers mainly look for international styles and good quality but at an affordable price. This is where Lilliput comes in.”

Line extension

Many brands in India and other parts of the world, which are already into retailing men’s and women’s wear, are now adding kids’ wear to their portfolios. Also, many sportswear brands are foraying into kids’ wear market in a big way. Nowadays, people prefer to shop at family

e stores, rather than going to three different stores for purchasing men's e

P wear, women's wear and kids wear. The reason why brands are getting P

into line extensions can be need for grasping a larger market share and increasing their revenues. Another kind of line extension is seen with the foraying of many sportswear brands into kids’ wear. Reebok, Kappa kids, Nike and a few more brands have joined this domain. Subhinder Singh, MD, Reebok India, says, "Kids have a constant desire for action. We are all aware that kids have sports in their minds most of the time and often they aspire to be leading sport stars. Thus, Reebok aims to support such kids in bringing them closer to their dreams.

Categorisation

Kids’ wear industry is categorised on the following two grounds: age and sex. In terms of age division, categories are infants (3 - 24 months), toddlers (2 – 6 years) and tweens (7 - 14 years) and, within these, we have boys and girls." Globally, tweens’ market is mature with opportunities because they have an opinion of their own. It has been witnessed worldwide that market for girl's wear is far larger than that of boys’ wear. This is because boys’ clothing is restricted to basics while girls have a lot of options like skirts, tops, spaghettis, frocks, pants, halters, dresses and so on. Agreeing to this, "The category for girl’s wear is far bigger than that of boy's wear due to vast options. Moreover, girl’s fashion is usually fad."

Currently it is 50 – 50, but if you look at a large format store where you get clothes for both boys and girls, then it is 60:40 i.e. 60 per cent for boys and 40 per cent for girls. In an organised market, it more of a boys’ market. Reason for this is that the number of players in mens’ sector is more and also Indian expertise has always been in mens’ wear." On the other hand, Mr Narula feels, “As the saying goes, it's much easier to buy for girls than to buy for boys. There is no specific reason but it’s simply because there is much more options in their wardrobes in contrast with boys’. Also, girls inherently accessorise more and this makes more combinations, mix and match options in the offer. However, trend is fast changing and we believe that market for boys too is equally competitive and complex now."

Till now, girls’ wear market was considered to be far bigger than boys’. But, the gap between them is narrowing down more and more and both are becoming equal.

Augmented retail space e

Idea of every brand is to increase its retail presence in the market. To fulfill this plan, brands open either exclusive brand outlets (EBOs) or have their merchandise at selling points in multi brand outlets (MBOs). In a recent drift, it is seen that various MBOs are increasing the amount of space allocated for kids’ wear section in their stores. "Retailing in prestigious MBOs (like the ones we are associated with), one has to prove his mettle as a brand so as to gain entry. Then, getting to showcase the best picks of the collection, one has to leverage the footfalls of the MBO. And, since there are limited overheads, the sale per sq.ft is one of the highest recorded. As MBOs house all the major brands in kids’ wear, customers get chance to make a blatant choice on the basis of best styles and best price range, which constitutes, needless to mention, our forte. Besides minimum guarantee (sales target) and commission (that has to be paid to the MBO), the only obvious disadvantage is that, due to paucity of space (average size of a SIS ranges over 150 -250 sq.ft), we are unable to showcase our entire collection." Therefore, there is an added advantage of displaying stuff at MBOs for retailers and now, with the increase of space, the situation seems to become even better.

Marketing strategies

Marketing strategies for different sections and categories of products vary and are different. When it comes to marketing kids’ wear, emphasis is given on factors that are related directly to children. Reebok, under its umbrella of Reebok Juniors, launched its first communication ‘Made to Play’ targeted towards kids of 4 - 14 years. Made to Play epitomises the insight that children are born with to play. To be at the game is the only thing on their mind and Reebok attempts to celebrate this spirit of the child.” While Vasanth Kumar, Executive Director, Max stores, says, “Marketing, according to the size of the category, is limited. As the market grows, we see branding happening with sector conversion from unorganised to organised sector.” Association with Bollywood is a good technique and it makes products sell like hot cakes. Bollywood has a great impact on everyone in the country and partnering with a movie or a star is a sure work for a brand. Seeing stars wear clothes available in the market prompts children to buy the same. Lilliput sponsored clothes for the recent movie Bhootnath. Cartoon characters like Mickey, Donald and Mickey mouse have always been a hit with kids. So, a collection based around them will definitely sell.

Ramp shows

Ramp shows are associated with tall and smart models showcasing designer collections by various brands and designers. But, an extension of the sphere of ramp show witnessed these days includes kids on ramps. There are many kids’ wear brands that are following this trend. Lilliput recently showcased their exclusive collection at Kid's Fashion Show held in the capital city. The show had kids ramp-walking in stylish Lilliput garments. Commenting on the reason for hosting a fashion show, Mr Narula says, "It is always a pleasure to bring smile on the innocent faces of kids. The fashion show for kids provides an excellent platform for us to acquaint the audience with the latest range of high- quality and designer collection, which are available in the market at affordable prices. Children are influenced easily and, on seeing these little models walk the ramp in our collection, we are sure they would want to wear the range too." Darsheel Safary, star from 'Taare Zameen Par' and a group of other kids walked the ramp for Catmoss, which held the show to unveil its autumn-winter collection.

In times to come

There is still a large part of the market that needs to be tapped and this means a lot of opportunities for more players to enter it. According to 'Global market review of children's wear - forecasts to 2012', the top ten global markets - US, UK, France, Germany, Spain, Italy, China, India, Russia and Japan - accounted for an estimated $ 92.6 billion (approximately Rs 2,804 billion) in children's apparel retail sales. By 2012, these top ten markets are expected to account for an estimated $ 131.5 billion (approximately Rs 5,260 billion) in children's apparel retail sales. Talking about future, Mr Patca says, "Economy is growing by eight per cent, which has improved the lifestyle of our people. People spend a lot of money grooming themselves and surely they would want their child to be groomed well too." Ms Pinto says, "Character licensing and kids’ accessories will definitely be something to look forward to. We see growth of 20 per cent in kids’ wear market in the times to come." In compliance Mr Kumar says, “We see Active to be a coming up trend because children are becoming very sporty. Also, we have performance fabrics coming up. Basically, all that is currently happening in men’s wear and women’s wear will come to kids’ wear also.” There is a lot to look forward to in kids’ wear market as it holds immense potential within the country and also across the globe.

1.7 Key players & Their Market share MOTHERCARE

Mothercare is a British retailer which specialises in products for expectant mothers and in general merchandise for children up to 8 years old. It operates online and on the high street, and has over 200 shops in the UK. The company also operates outside the UK, and as of November 16, 2006 had 307 stores operating in 38 countries. Mothercare’s overseas franchise business currently operates through over 300 stores in 40 countries, primarily in Europe, the Middle East & the Far East. India was the 38th Franchisee signed up in August 2005.

MOTHERCARE INDIA Mothercare in India is now managed under the ambit of Shopper's Stop Specialty retail.

Purpose Their mission is to meet the needs & aspirations of parents for their children, amongst their target customers, across India.

Positioning Mothercare is an International brand with an unmatched array of products for mothers-to-be, infants & small kids, in a one stop shop environment, offering the best products in terms of safety, quality & international look & feel.

Vision

e To be India’s number 1 retailer of mother’s to be & baby products e

a in our target a

segment.

Store Format

Mothercare Brand Stores The Mothercare brand stores are 3000-6000 sq ft & have a complete offering of Mothercare product range & offer the widest choice to the consumers. These stores are located in key markets across Mumbai, Bangalore, Chennai & Hyderabad. Mothercare brand stores are located just off the high streets & closers to residential locations with a view to ensure customer safety & customer convenience. Shop in Shops Mothercare operates Shop in Shops in most of the key Shoppers’ Stop locations. These are generally 1800-2000 sft. A shop in shop has a focused offering which is narrower than the Brand Stores, & fewer developmental categories.

OKAIDI

Okaidi & Obaibi is the fashionable Parisian children’s wear brand that offers contemporary and stylish clothes, inspired by the latest key fashion themes. Its focus is on creating garments that match and complement the lives of active and busy children. Okaidi as a brand is was launched in September 2000. In July 2001 it entered the market in Great Britain. In June 2002 Obaibi was launched as a brand, and in February 2006 Id Sport was formed as a range of products with sports style. In April 2005 Jakaidi became partner of Okaidi group, entering with the characteristic Paris touch of children fashion, The collection, offers a range of bold, bright and on-trend clothes and accessories for boys and girls aged 2-14. Obaibi is their name for goods designed for 0-2 year olds. Along with garments it also offers a range of accessories like

1 bags, belts, socks etc. 1

Mission Working to make a better World for growing children.

Positioning Contemporary interests of the children’s world are taken into account and are implemented in the concept of the collections. Modern interests of the children’s world are at the same time part of the collection’s design taking their sensibility into account and include a constant respect of their attitude.

Collections Okaidi has the following collections: • Okaidi – from 2 to 14 years. • Obaibi - from 0 to 5 years. • ID Sport — from 3 to 14 years.

• Jakaidi — from 0 to 12 years.

Stores In India Okaidi retails through Exclusive Brand Stores. Concept of stores is above 100 sq m, where the atmosphere in a contemporary manner presents and sells collections. ZAPP! Zapp! Comprises a range of garments and accessories targeted at fashion conscious young adults between the age group of 4-12 years. Designed in-house, the Zapp! clothing line consists of 'Basics', 'Denim' and 'Street wear' amongst other collections. To go with their clothes, kids can also choose accessories such as footwear, bags, bed and bath linen. The company has also launched Baby Zapp under its kidswear brand Zapp targeted at infants. Purpose Zapp! is positioned as an apparel and accessories brand for kids. With this the company seeks to fill a huge gap for good quality sporty and stylish kidswear at prices that don’t burn a hole in the consumer’s pocket.

e Positioning e

Zapp! is different from other kids' brand in the country. It is the only kids' lifestyle brand, which not only has clothing and accessory lines but also offers a unique experience for kids at the Zapp! theme store.

Stores The collection is marketed through exclusive brand stores all over the country the first of which was launched in Ahmedabad and the second in Mumbai. Zapp! stores would be opened by Raymond Apparel Ltd which is a 100 per cent subsidiary of Raymond Limited. It also plans to sell through and shop in shops at department stores like Shopper’s Stop across the country.

NEXT KIDS Next plc is a British clothes retailer, with its headquarters in Enderby, Leicester, England. It is one of the United Kingdom's largest clothing retailers, number three behind Marks & Spencer and Philip Green's Retail Empire of Bhs and Arcadia Group. The group has over 400 stores throughout the UK and the Republic of Ireland, and 50 franchise branches in Europe, Asia and the Middle East. These are located at a mixture of high streets, shopping centers and retail parks. For a long period in recent years Next has marketed only to advertise an impending sale usually through brief television spots and newspaper advertising and in and out of stores. However recently billboard advertising has advertised the stores women’s wear. In September 2007, to celebrate its 25th anniversary, Next launched its first television campaign in 12 years.

Stores Next have over 400 stores located around the world. They are in locations such as the United Kingdom, Denmark, France, Iceland and Ireland as well as in other parts of the world such as Dubai, India and soon to open in Hong Kong.

1 The stores range 1

in size and goods. While most stores feature mainly fashion, some also include homewares and furniture as well, classing the store as a department store in some cases.

Franchise All non UK and Ireland stores with the exception of Copenhagen, Denmark are Franchises. In India the franchises operate the Next Exclusive Brand Outlets that stock their Menswear, Womenswear and Kidswear collections.

Positioning In India Next is positioned as a premium brand. The collection consists of the products offered by it internationally and comprises of high fashion chic garments which appeal to the up market urban consumer as distinct from brands which have a strong sports character like Tommy Hilfiger.

Findings from Market Scan

• All brands offer entry level products. • Size wise differential pricing. • Products in 100% cotton (woven category) are offered by all the brands. • Most brands had cartoon character prints on tops. • None of the brands offered garments like track pants/ sweat pants and technology enhanced performance sportswear.

• Okaidi and Next Kids are found to be the most fashionable brands.

1.7 Store profile: Reebok Junior’s, Ground Floor, MGF Mall Gurgaon

 YEAR OF COMMENCEMENT : 2008

 TARGET CUSTOMER : Kids age group of 4-14 years

 CONVERSION RATE : 40.18%

 AREA: 700 square feet.

 WALK INS: 120 to 150 weekly

 MONTHLY REVENUE: 5 to 6 lakhs per month.

 OWNERSHIP: FRENCHAISEY

 PRODUCT RANGE: kids sports and casual wear includes bags , shoes, sipper etc.

 NUMBER OF SHELVES: 11 each carrying 5 pieces of t-shirts and tops.

 HANGERS: 3 rows each carrying almost 8 to 14 garments.

 CURRENT STYLES FOR GIRLS: 11 styles for tops & 9 styles of bottoms.

 CURRENT STYLES FOR BOYS: 14 styles of shirts & t-shirts & 10 styles of bottoms.

a  NO. OF BATS ON DISPLAY : 6 a

 NO. OF BASKETBALL ON DISPLAY : 4

 MUSIC: RAP

 NO. OF LIGHTS : 28

 THEME: Decided by the head of visual merchandising department, every season.

 NO. OF MANIQUNES: 4

UNITED COLORS OF BENETTON

Type: Public On the web: http://www.benetton.com Employees: 9,511 Employee growth: (2.6%)

If Benetton had a theme song, it could be "We Are the World." Italy's largest clothing maker, The Benetton Group pushes a global attitude in its ads while dressing customers in about 120 countries through some 6,000 franchised Benetton stores, department stores, and megastores. Benetton's clothing -- primarily casual knitwear and sportswear for men, women, and children -- bears labels such as United Colors of Benetton (about 75% of sales) and Sisley. Not content with selling just sunglasses, watches, clothes, and shoes, Benetton once branched out into sporting goods, but withdrew to hone in on its clothing division. The Benetton family, through Edizione S.r.l., owns about 67% of the company's shares.

History

Benetton Group was created in 1965; initially Benetton sold its original and colourful products through Italian Department Stores and the first shop exclusively selling Benetton products was opened in Belluno three years later. In 1968 the first store outside Italy was opened in Paris, a first step in the international expansion and development programme outside Italy, which took place in the 70’s. In 1969 the first line for kids was created, in response to demand from adult customers already loyal to Benetton’s multicolour products. In 1974 Benetton Group enlarged its brand portfolio, expanding product offerings, with the Sisley Brand adding a new target to its consumer base. During the 80’s the Group continued its international expansion and by the end of 1985 Benetton sold it products in approximately 60 countries through 3,200 stores evolving towards an industrial company, with manufacturing operations in Italy and outside the domestic market. In the 90’s Benetton leveraged its manufacturing capabilities to offer high quality products at accessible prices, adopted a pioneer approach to some emerging markets, and further enlarged its consumer target, including in its portfolio the leisure brand Playlife. Early 2000’s, the apparel industry started to see a new, demanding and sophisticated consumer: Benetton introduced a new market approach to compete in the arena, adding to the core wholesale business some directly operated stores. The Group is currently a market-driven company that can leverage its manufacturing know-how and industrial efficiency, with consistent focus on improving quality and innovating processes to serve over 6,300 stores in over 120 countries.

Chairmanship

Luciano Benetton and Alessandro Benetton

Luciano Benetton

1 Born in 1935 in Treviso (Italy), Luciano Benetton, together with his 1

g siblings Giuliana, Gilberto and Carlo, contributed in 1965 to the launch g

P of the activities of the Benetton Group. Today, the company is present P

in 120 countries around the world with about 6,000 stores.

Alessandro Benetton Alessandro Benetton is Executive Deputy Chairman of Benetton Group SpA and member of the board of Edizione Srl, the holding of the Benetton family, and Autogrill.

UCB Kids

Collection segments different categories:

New Born (0-1 year), targets the smallest consumers, proposing fun and taking inspiration from the adult wardrobe, all with a constant attention to typical infant characteristics; Toddler (1-5 years), offers a touch of glamour in comfortable, cosy and resilient items for tomorrow’s adults; Kids & Young (6-12 years), proposes ideas for the pre-teenagers, very demanding when it comes to fashion and fit. The collections are completed by mothers-to-be line, with comfortable, soft, easy and unique clothes, meeting future mothers’ requirements throughout the day BENETTON KIDS

The Italian label formally launched in India in 1992 as a 50:50 Partnership with the Delhi-based DCM group. Benetton recently bought out the Stake Owned by the DCM group in a 10-year-old 50:50 Joint venture company to set up a 100 per cent subsidiary The Indian subsidiary has an estimated sales of Rs. 75 Crore (Rs. 10

1 crore growth over 2003. Kidswear contributes approximately 26% to the 1

g turnover. g

UCB is today a leading brand in India with more than 106 stores across 45 cities in India. The retail network is a mix of owned and franchised stores. Many of these are mega stores, with size more than 4,500 square feet and an increased focus on apparel for men, women and kids.

Products

Benetton recently launched its pilot ‘Baby-on-Board’ store, which targets mothers-tobe and kids store in Gurgaon. The Baby-on-Board store, which is targeted at young urban upwardly mobile parents, has a product line, which includes infant and maternity wear, educational toys, strollers, car seats, and fashions. It also offers footwear as well as accessories such as caps, hats, pins, bags, belts. Benetton India manufactures almost the entire bulk of the product line in knits at its own unit, while for woven’s and accessories; it is done through contract manufacturing. Similar procedure is adopted for its exports.

Retail Format

Internationally, Benetton follows formats that emphasize a complete retail experience through its mega stores, offering a complete fashion and lifestyle range along with the Concept stores that have a unique product line.

Financial: Breakdown of Sales by Brand

In a Few Figures

Financial Highlights Year 2009 2008 2007 2006 2005 pro-forma

Revenues (million euro) 2,049 2,128 2,049 1,911 1,765

Net Income (million euro) 122 155 145 125 112

Sales by Region

Sales by Brand

Benetton achieved 967 million euro in sales of its brand "United Colors of Benetton Adult", that is 51% of the total sales in 2009. Another 31% of sales have been achieved through sales of the brand "United Colors of Benetton Kid", that is 601 million euro. The third highest percentage of 16%, that is 300 million euro grossed the "Sisley" brand. The "Playlife" brand grossed 37 million euro.

Key numbers for fiscal year ending December, 2009: Sales: $2,937.0M One year growth: (2.1%) Net income: $168.9M Income growth: (23.8%) Business

Today, the Benetton Group is present in 120 countries around the world. Its core business is fashion apparel: a group with a strong Italian character whose style, quality and passion are clearly seen in its brands, the casual United Colors of Benetton, the glamour oriented Sisley, and Playlife American college style. The Group produces over 150 million garments every year. Its network of over 6,300 contemporary stores around the world, offers high quality customer services and generates a total turnover of over 2 billion euro.

The development of Benetton's commercial network, characterised by prestigious locations in historic and commercial centres and by the high level of customer services offered, has been supported by a major programme of investment worldwide. The Benetton stores carry complete collections, as well as a wide selection of accessories, offering a full range of Benetton style and quality.

As in the case of the commercial network, a constant commitment to innovation, a crucial factor for development, has always characterised the Group's business organisation, from communication to IT, from research into new materials to integrated logistics. Special attention is given to innovation in production, where all systems and equipment are

e totally renewed every five years. Benetton production system is co- e

ordinated by a high-tech facility at Castrette (Treviso), which is one of the most advanced industrial logistic complexes in the world.

Benetton's philosophy of quality, knowledge and teamwork are the key values of its long tradition and history and milestones for the next future.

Brands

The company's core business remains their clothing lines. Casual clothing is marketed as the "United Colors of Benetton"; there are also a fashion-oriented "Sisley" division, "Playlife" leisurewear. Their products include womenswear, menswear, childrenswear and underwear and they have expanded into toiletries, perfumes, and items for the home such as kitchen accessories and baby products. Production

As well as having over 9,000 employees,[4] Benetton has developed a network of small suppliers who do contracting in the Northern Italian region around Treviso.

Marketing

The company is known for sponsorship of a number of sports, and for the provocative and original "United Colors" publicity campaign. The latter originated when photographer Oliviero Toscani was given carte blanche by the Benetton management. Under Toscani's direction, ads were created that contained striking images unrelated to any actual products being sold by the company.

These graphic, billboard-sized ads included depictions of a variety of shocking subjects, one of which featured a deathbed scene of a man (AIDS activist David Kirby) dying from AIDS[5]. Others included a bloodied, unwashed newborn baby with umbilical cord still attached (which was highly controversial), two horses mating, close-up pictures

1 of tattoos reading "HIV Positive" on the bodies of men and women, a 1

g collage consisting of genitals of persons of various races, a priest and g

P nun about to engage in a romantic kiss, pictures of inmates on death P

row, and a picture of a bloodied t-shirt and pants ridden with bullet holes from a soldier killed in the Bosnian War [6] . The company's logo served as the only text accompanying the images in most of these advertisements.

Sport and Sponsorship

Benetton Group entered Formula One as a sponsor of Tyrrell in 1983, then Alfa Romeo in 1984; this arrangement was extended to both Alfa and Toleman in 1985. Benetton Formula Ltd. was formed at the end of 1985 when the Toleman and Spirit teams were sold to the Benetton family. The team saw its greatest success under Flavio Briatore, who managed the team from 1990 to 1997. Michael Schumacher won his first Drivers' Championships with the team in 1994 and 1995, and the team won their only Constructors' title in 1995. From 1996, the team raced under an Italian licence although it continued to be based, like Toleman, in Oxfordshire in England. The team was bought by Renault for US$120m in 2000 and was rebranded Renault F1.

In 1979, Benetton first sponsored their (then amateur) local rugby team, A.S. Rugby Treviso. Benetton Rugby has since become a major force in Italian rugby, with 11 league titles and supplying many players to the national team.[7]

In 1982, the company bought its local basketball team, Pallacanestro Treviso, now commonly known as Benetton Basket. Their Sisley brand

e sponsors the local volleyball team, Sisley Volley Treviso. e

Section: 2

Store profile: UCB Kid’s, Ground Floor, MGF Mall Gurgaon

 YEAR OF COMMENCEMENT : 2007

 TARGET CUSTOMER : Kids age group of 8-14 years

 CONVERSION RATE : 40.18%

 AREA: 700 square feet.

 WALK INS: 150 to 280 weekly

 MONTHLY REVENUE: 10 to 11 lakhs per month.

 OWNERSHIP: Flagship

 PRODUCT RANGE: kids casual wear includes jeans, tees, polo, jackets , shoes, etc.

 NUMBER OF SHELVES: 16 each carrying 6-8 tees or tops

 HANGERS: 4 rows each carrying almost 8 to 14 garments.

a  CURRENT STYLES FOR GIRLS: 19 styles for tops & 14 styles of bottoms. a

 CURRENT STYLES FOR BOYS: 24 styles of shirts & t-shirts & 16 styles of bottoms.

 MUSIC: Slow instrumentals

 NO. OF LIGHTS : 39

 THEME: Decided by the head of visual merchandising department, every season.

 NO. OF MANIQUNES: 6

2.1 QUESTIONNAIRE

Store Analysis Survey: UCB Kid’s Vs. Reebok Junior’s, MGF Mall, Gurgaon

by: shashank

note: this information is for education purpose only

QUESTIONNAIRE ON CONSUMER

1. Your name:

2. Your Age:

3. Gender: Male / Female

4. Occupation: .Service .Business . ………………

5. No. Of children you have

6. Their age (children)

7. Your e-mail address:

7 How often do you shop?

.Weekly .monthly .occasions .sale

1 8 Your Favorite brand of clothing for your children? 1

a United colors of Benetton(kids), Reebok Junior’s, Any other ……………… a

9 Why do your kids like the brand ?

.Comfort .quality .style .price

10 Your latest purchase?

. Few days ago .Week ago .month ago

10 Rate these two brands UCB, Kid’s & Reebok Junior’s in terms of brand image.

( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

11 Rate these two brands UCB, Kid’s & Reebok Junior’s on the following:

Comfort:

( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

12 Fit

g ( 5 being for high and 1 being low rating) g

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

13 Styling/ design

( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

14 Colors

( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

15 Fabric ( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

1 16 Variety 1

a ( 5 being for high and 1 being low rating) a

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

17 What do you think? These brands brings good value for your money

( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

18 Salesperson of the store is well-trained. ( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

19 Salesperson of the store friendly and courteous. ( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

a UCB kid’s a

1------2------3------4------5.

20 Salespersons of the stores have neat appearance. ( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

21 Ads of the brand is attractive. ( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

22 Ads of the brand attract you to purchase. ( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

23 Window displays are attractive. ( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

24 The brand has good store location ( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

25 The brand has sufficient outlets. ( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

26 The interior display is attractive. ( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1------2------3------4------5.

27 Color and music inside the store are attractive. ( 5 being for high and 1 being low rating)

Reebok Junior’s

1------2------3------4------5.

UCB kid’s

1 1------2------3------4------5. 1

Thanks………………………….. 2.2 Survey Analysis

Q.1 Age group (out of 20 people)

Q.2 Gender (out of 20 people)

Q.3 Purchase Frequency

Q.4 Favorite kid’s brand

Q.5 Kid’s like the brand

Q.6 Your latest purchase

Q.7 People rate these two brands in terms of brand image

30% people says satisfactory & 70% says good

Q.8 Comfort

Q.9 Fit

55% people says UCB has better fit than Reebok junior’s

Q.10 Styling/ Design

65% people says UCB has good styles for their kid’s wear

Q11. Colors

g Q12. Fabric g

62% people says UCB has Good fabric content in their kids collection

Q13. Variety

Q14. Value for money

P Q.15 Well trained salesperson of the store P

Q. 16 Neat appearance of salespersons

Q.17 Ads of the Brand

Q.18 Window display are attractive

Q.19 The brand has good store location

Q.20 The brand has sufficient outlets

a Q.21 The interiors display is attractive a

Summary

Increasingly affluent parents and brand-aware children are set to drive future growth in the kid's wear market. Of particular interest to retailers and brands are the developing economies, where families tend to spend more of their new- found wealth on clothing their children.

Reebok India Company is an established brand in the Indian marketplace which seeks to capture a share of this market segment in India with its recently launched kid’s collection. In order to do this it must understand the intricacies of the present kidswear market, the brands present and the target consumer for its products.

Kids are no longer passive consumers but participate actively in the decisionmaking process. Consumers are value conscious and prefer to look for special offers or promotions.

Branded apparels holds value when they in sync with current fashion trends. Product categories like track pants/ sweat pants and technology enhanced performance sportswear could be easily captured by

1 sportswear brand like Reebok. The company should have more product 1

g offerings g

P in entry level price range. The awareness among the consumers may be P

increased by developing and implementing a comprehensive marketing plan for the Kids range. Learning outcomes:

• Now i am able to understand the process of making questionnaire according to the required information.

• Learnt how the perception for a brand changes from person to person and what the factors behind these changes are.

• Learnt how there can be a huge gap between what a retailer thinks about his brand and how the customer actually feels about it.

• Learnt how to derive conclusions that what customers want out of the brand they purchase based on their thinking.

Bibliography

• Books/ magazines

• Websites

• Personal Interaction

• WWW.technopackadvisors.com

• Indian Institute of Foreign Trade

• Cygnus Business Consulting & Research 2004

• http://www.reportlinker.com/p0172488/Kids-trends-in-India-Apparel-sector- report.html

•

1 http://www.ibef.org/artdispview.aspx? 1

g in=57&art_id=15290&cat_id=376&page=2 g

• http://india.retailmantra.com/2008/10/india-apparel-chains-exclusive- review.html

• http://retail.franchiseindia.com/magazine/2008/august/Kids-wear-comes-of- age_20-2-2/

• http://www.benettongroup.com/en/whoweare/history.htm

• http://www.benetton.com