How Should Topshop Capture The Indian Market Place
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This is Business plan proposal for Topshop to enter India.
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How Should Topshop Capture The Indian Market Place
- 1. HOW SHOULD TOPSHOP CAPTURE THE INDIAN MARKET PLACE? Manvi Singh
- 2. ENTRY STRATEGY Franchise agreement with Trent group 49% stake- Trent 51% stake- Topshop
- 3. THE INDIAN WOMENS WEAR MARKET Branded women apparel market is projected to rise at a rate close to 25% and surpass Rs. 18,000 Crore by 2010. Western wear, along with lingerie, will emerge as the fastest growing segment. -DATAMONITOR
- 4. Indian fashion retail industry
- 5. BUSINESS OPERATIONS SUPPLIER: Indian and international INBOUND LOGISTICS: Outsourced WAREHOUSE: 2 warehouses in south and North (Noida: NCR region) OUTBOUND LOGISTICS: Outsourced STORE: Marketing and sales, Services
- 6. TARGET CUSTOMER Demographic segmentation
- 7. TARGET CUSTOMER 15-23 years old
- 8. TARGET CUSTOMER 24-35 years old
- 9. THE REASON FOR PURCHASING CLOTHES
- 10. THE REASON FOR PURCHASING CLOTHES
- 12. Average height is 5.5-5.6
- 13. 84% women wear western-wear.
- 14. Bright colours
- 15. Difference in temperature between Delhi and Mumbai.
- 16. Mild winters and strong summers.
- 17. Summers: muslins, linen, lycra etc
- 18. Winters: wool+cotton mix, Wool+polyester mix
- 20. STYLE IN CLOTHING GLAMOR HIPPY CHIC BLING
- 21. PREFERNCE OF STYLE IN CLOTHING
- 24. PREFERENCE OF CLOTHING DURING THE COURSE OF THE DAY
- 25. PREFERENCE OF CLOTHING DURING WORK/COLLEGE
- 26. PREFERENCE OF CLOTHING DUSRING NIGHT- PARTY/CLUBBING/DINNER
- 27. PRODUCT LINE FOR TOPSHOP IN INDIA
- 28. PLACE Delhi Income profile: $ 25.10 bn Mumbai Income profile: $34.94 bn
- 29. New Delhi There is a cheaper and larger availability of retail space in Delhi.
- 30. CONSUMER PREFERENCE OF SHOPPING LOCATION
- 32. FCUK
- 33. Replay
- 34. UCB
- 35. Esprit
- 36. Shoppers Stop
- 37. Pantaloons
- 38. Mango
- 39. FCUK
- 40. Replay
- 41. UCB
- 42. Esprit
- 43. Sisley
- 44. Guess
- 45. CK
- 46. Mango
- 47. UCB
- 48. Esprit
- 49. Sisley
- 51. 3 YEAR PLAN 3RD YEAR
- 52. COMPETITION Domestic and International and Domestic retailers
- 53. Unorganized retailers Substitutes: Export rejects and Tailor made garments
- 54. THE MARKETING CAMPAIGN The advertising campaign The PR campaign
- 55. PR CAMPAIGN
- 56. PR CAMPAIGN PR should be outsourced to a PR firm Bollywood movies Magazines such as Vogue, ELLE, Femina etc should be used as a medium to promote their stock. Charity events- AIDS and Breast cancer Celebrity ‘Kate Moss’ campaign- 52% Indian do not recognize Kate Moss.
- 57. PR CAMPAIGN
- 58. AD CAMPAIGN
- 59. WEAR LONDON IN INDIA
- 60. Thirst to be the first to wear Topshop in India
- 62. PR
- 63. SMS
- 64. Magazine adverts
- 66. BannersINFORM, CREATE CUSTOMER AWARENESS Source: Bruce, Margaret.2nd edition - International Retail Marketing
- 67. Example of VM during store-launch
- 72. Student discount
- 73. Loyalty cards
- 75. Due to pricing and product policy.
- 76. Hence targets a niche.
- 78. BREAK-EVEN
Notes de l'éditeur
- The fashion retail industry is India is placed towards the end of the growth stage. It will enter the maturity stage after 6-7 years of time, precisely when most of the foreign retailers lined up to enter India, would start its operations in the country. At this stage the market is developing rapidly and thus the retailers need to strengthen their position against the competitors. The Early entrants such as Mango, Sisley, French connection have a greater strategic advantage. As the Indian fashion retail market is still growing, new retailers are attracted to the market, as a result the market is soon going to move to the maturity stage, and each retailer will have to fight for its market share making the market more fragmented.
- 98% of them are unmarried. They are mostly students, internees or just started working (self-employed or working with a company). Most of them live with their parents in their house, on their expenses; hence have a very sheltered and pampered life-style. Very few live in hostels. 70% of them have cars and drive to their college or work.
- They are newly married girls, or parents of infants. They have house-helps and nannies to take care of their children. They are either house- wives or working women. Newly married couples tend to travel a lot. They are buyers of new cars and houses. Most of the women are members of kitty- parties and clubs. Social status is of very high value to them.Social gathering of a group of women for lunch or dinner