Retail Marketing

Keka Bhattacherji- 01

Retail marketing in the Footwear Industry: Through observational

Shaanam Sameen- 20
research in retail stores and e-tail web stores.
Manali Singh- 22

You have brains in your head . You have feet in your shoes. You can steer
yourself in any direction you choose.
Rumi Mazumder- 33
Rishu Ranjani- 45

Introduction
Retail marketing is the range of activities undertaken by a retailer to promote
awareness and sales of the companys products. This is different from other
types of marketing because of the components of the retail trade, such as selling
finished goods in small quantities to the consumer or end user, usually from a
fixed location. Retail marketing makes use of the common principles of the
marketing mix, such as product, price, place and promotion. A study of retail
marketing at university level includes effective merchandising strategies,
shopping and consumer behaviour, branding and advertising. Retail marketing is
especially important to small retailers trying to compete against large chain
stores.
India is the worlds second largest producer of footwear and the third largest
market for it. Consumers spend as much on footwear as they do on their apparel
and other accessories, leading to robust growth in the sector. A number of
premium footwear brands are foraying into India. In fact, Pavers was the first
retailer to apply for 100% ownership under the recently opened FDI in single
brand retail. Even though the per capita shoe consumption in India has gone up
from 1.4 shoes a year in 2004 to 2.5 shoes per year in 2012, it is still much below
the average per capita shoe consumption of five, in developed countries.
This report consists of three parts:
Part A: Comparison Shopping
Part B: Retailer Analysis
Part C: Internet shopping Analysis
Keeping the following in view we have selected four footwear retail outlets in
Ranchi. They are:
a.
b.
c.
d.

Bata
Grampians
Pantaloons
Woodland

The product category is footwear. The assortment under the category we

have selected is:
1.
2.
3.
4.
5.

Flats
Bellies
Stilettos
Sport shoes
Wedges

You cant buy happiness but you can buy shoes & thats kind of the same thing

Part A: Comparison Shopping

Parameters

Bata

Grampians

Pantaloons

Woodland

Heels,
Wedges,
Bellies, Flats,
Sport Shoes

Heels,
Wedges,
Bellies, Flats

Heels,
Wedges,
Bellies, Flats,
Sport Shoes

Heels, Flats,
Sport Shoes

Assortment

Brands:
Naturalize,
North Star,
Comfit, Hush
puppies.

Local brands,
names not
identified.
Codes are
used to
distinguish.

Brands: Inc. 5,
Catwalk, Puma

In house
branded
shoes, wallets,
jackets and
belts.

Service

No dedicated
Salesman for
each
customer.
Assistance is
provided when
asked.

Two
attendants for
customer
assistance.

Prompt
service. Two
attendants
readily
available and
friendly.

Attendants
were present
to give
guidelines and
suggestions
when asked.

499-4499
799-4499
299-499
249-3499
699-899
On-shelves &
tables.

350-1200
500-900
500-700
200-700
On-shelf & on
the floor.

1200-2500
1100-1700
1500-2200
1500-2000
1900- 2600

900-2000
1000-2500
700-2000
1500-3000

On-shelf

On-shelf

Discounts on
selected
products up to
50%.
Proper storelayout
with
display
of
merchandise
has
been
spaced
out
uniformly
giving
its
customers
room to walk
around at their

Heavy
discounts
during sale
periods.
No special
design &
display to
attract
customers.
Woodlands is
a renowned
brand and the
store banks on
it.

Variety

Price (Rs)
Heels
Wedges
Bellies
Flats
Shoes
Location

Promotion
Design and
Display

No
promotions.

No
promotions.

Easy-tonavigate store
layout with
clear product
display
organized by
category and
by style.
Products are
presented in
an attractive

Displayed
across the
showroom,
and on the
floor.

and clutterfree mannerallowing quick

and easy view
of collections.

leisure
and
enjoy
their
shopping
experience.

Type of
Independent
Retail
Chain store
local retailer
Chain store
Institution
Give a girl the right shoes & she can conquer the world

Brand outlet

Bata
a) The retailer is majorly directing the lower income groups and middle
income groups of them. The minimum starting price of a Bata footwear is
Rs. 199, which goes on up to a range Rs. 4,999.
b) The retailer strives to satisfy the needs of the customer by providing them
with the most stylish and comfortable footwear at minimum possible
prices.
c) Bata offers good quality of footwear to its customers at minimum possible
rates. So, this, in the long term, definitely builds a sense of reliability and
trust on the brand from the customers.
d) The strategy followed by Bata is very effective and has helped the brand
to become one of the leading brands in footwear in India.

Grampians
a) Grampians is targeting the fashion trendy young women who would like
buying footwear which might not be branded but equally fashionable
and affordable by them. Along with footwear the retail store also keeps
bags and clutches for women and they try to focus on the young
women who are into college or have started working. Since Grampians
is providing trendy footwear young fashion conscious women are being
targeted.
b) The retailer tries to satisfy the needs of the target market by bringing
in trendy shoes
of different varieties which are cheaply priced
when compared to other branded footwear. Young women like having
different pairs of shoes and of different varieties but at a low price
range and this need of the young generation is being fulfilled by
Grampians and people get a sense of satisfaction for this reason.
c) The competitors of Grampians are the branded companies as well as
other local retailers mostly found in the Panchvati complex. But the
quality and trendy shoes provided by Grampians is well accepted than
other local retailers though one close competitor is Lets Go also in
Panchvati complex. But Grampians has two stores in Ranchi which
gives it a competitive advantage as it has a location advantage for the
Main road store. Also the price of Grampians is less than what is being
offered by the branded footwear. Therefore women who would like to
3

own a number of varieties of shoe pairs at an affordable price range

would prefer Grampians over others.
d) The retail strategy as adopted by Grampians shows that it targets only
fashion conscious young women and who would prefer owning
trendiest shoes at an affordable price. But they have overlooked the
fact that selective inventory is making them lose customers. Their
merchandise is being liked but when people do not get enough of
varieties in their desired colours and sizes they feel discouraged to visit
the store again and would prefer going to other shops and probably
they would not mind paying a higher price for the branded footwear.
The strategy is effective till the time customers find what they look for
in terms of colour and size and lastly the stock of fashionable footwear
is one of the best that could be found in Ranchi and is a popular
destination for footwear shopping among the young women.
The eyes can mislead, a smile can lie, but the shoes always tell the truth

Pantaloons
a) Target Market- Fashionable & upper-middle class people. Because,
products are not that cheap.
b) The retailer provides variants of different size, shape, and colour & of
good quality. It also keeps changing the pattern according to the
changing trends.
c) It is an organized retailing where a large variety of brands are present
& the stock is huge, under one roof. It also has goodwill.
d) Very effective. It has sale seasons (twice a year, Jul-au, Jan-fib) where
peak sale takes place. It also offers different variants.

Woodland
a) The target customers of Woodland are mainly the people who go for
skateboarding, rappelling, mountain biking, rafting and trekking. The sole
of the shoes are made as such to cater the needs of the above mentioned
activities. But today, Woodland is also keen to satisfy the requirements of
corporate people and patients suffering from pain in their legs.
b) The retailer pays more attention to those customers who attend their store
regularly. They bring and keep the foot wears as per the choice and
requirements of their target customers. They also try to match with the
expectations of their customers and send them regular calls and
messages when new stock comes in.
c) The retailer builds a long term advantage over the competitors with its
quality, texture, specialized product. Woodland is known for its rugged
form and corporate look and it pays high attention towards it to maintain
its image in front of the customers. They give an improved quality of foot
wears which we do not get in other brands. It also promises to give an
everlasting feature for the shoes which is less seen in other brands.
Hence, it proves to be better than its competitors.
d) Each retailer should have a very effective retail strategy. It should be
made as such that it attracts more customers and cater the needs of each
4

individual visiting the retail store. The Consumer Behaviour pattern should
be well analysed and studied and accordingly the customers should be
treated. The main aim of any retail is to establish its brand. The better the
strategy, the more number of people will be visiting the store for more
purchase. Woodland itself is a known brand and its retail outlet is quite
effective to serve the needs of its target customers.

There are two things you can never have too many of- good friends & good
shoes!

Part B: Retailer Analysis

Bata
The retailer is majorly directing its efforts to the lower income groups and middle
income groups in Ranchi. Bata footwear ranges from Rs. 199 to Rs. 4,999.
I.

Appearance

The store layout, design and visual merchandising techniques used are
consistent with the exterior of the store and the location. The footwear is
displayed in the glass display of the store, so that the people passing by can look
at the products. The products are displayed in such a manner so that it attracts
people to come and visit the store. The store layout, design and visual
merchandising suggests that the brand is trying to attract customers from
middle and upper middle income groups, although it is potential enough to cater
to the lower income groups as well.
The stores ambience is consistent with the merchandise presented and lives up
to the brand name of Bata and the customers expectations out of it. The lighting
are proper, the placement of the racks is proper and the overall atmosphere of
the store is good to shop.
According to me, the store does not need a face lift or a remodelling. However, I
feel that the store can update on its products. The footwear kept in the store is
more to serve the comfort needs of the customer. So, in order to attract young
girls and ladies, the store should keep a track with the latest trends and have
more trendy footwear in its collection.
II.

Fixtures
5

The lighting does highlights the products and it is easy for the customers to see
the footwear, try them on and make their choices. The spacing between the
racks is proper so that the customers can walk around and look around at all the
footwear displayed.
The fixtures are consistent with the merchandise and the overall ambience of the
store and are capable enough to bring the shopping mood!
The fixtures portray that store is well-organized and the takes proper care that
the customers feel comfortable whiles shopping.
III.

Promotion

The stores signage has helped the brand a lot and let it evolve as one of the
most preferred brands in footwear in India. It contributes to the effective selling
of merchandise. The wall spaces have been used creatively by proper
arrangement of racks and shelves in the store, which facilitates the customers to
take a tour of the store. The sales staffs do not provide much of suggestive
selling. As there is around 6 sales staff in the entire store, so when the number of
customers in the store is large, providing suggestions to each customer becomes
difficult. The sales staffs are friendly and helpful.
Life is too short to wear boring shoes
The image of the staff is consistent with the image of the store. All the sales staff
wears the same colour shirt with Bata imprinted on it so that they are easily
identifiable. They also are knowledgeable about the products in the store and
help the customers in betterment of their shopping experience.
IV.

Layout

The store layout helps in drawing people throughout the store. The placement of
racks and the spacing between them is appropriate. A wide variety of footwear is
kept on a rack which is placed right in the middle of the store beside the
entrance door. Creative use of the staircase has been done by putting up a shelf
at every step on the side so that maximum number of products could be
displayed and the customers can have a look as they climb each step.
The layout, with the proper lightings and organized display of products intends to
facilitate the purchases.
V.

Merchandising

The retailer uses techniques such as cubes, racks and shelves for achieving
greater space productivity.
There retailer should try to display its products with the help of posters on the
walls, of footwear.
Yes, the retailer has organized merchandise by proper display of the products
and offering a wide range of footwear to its customers. However, the retailer
6

could improve upon the range of products it offers. The retailer should try to
target and have more products according to their tastes and preferences.
VI.

Summary

The footwear in the store seems a little out of fashion. So, the store is not able to
fetch more of young customers. Therefore, the retailer should have more trendy
and fashionable footwear so the more young customers are lured. This in turn, is
likely to increase the sales.

A woman with good shoes is never ugly

Grampians
I.

APPEARANCE:

Location: Main road and Panchvati, Ranchi

Prominent location for the store; the layout, design and visual merchandising
techniques used are in sync with the exterior of the store and its location.
It is a shoe-store and the lighting and designing tries to attract young women
where a lot of latest designed shoes are available at a cheaper price than the
branded ones.
Ambience: The ambience is quite consistent with the merchandise that it
presents. As a customer my expectations to find new trends in the shoes
segment are met though the sizes are not found for many of the types that may
attract me as a customer. Inventory level is not very high.
Requirements: The stores are doing fairly well for the target segment so no
renovation would be recommended. Grampians is well known among the young
women for its merchandise and both the shops are well maintained.
Improvements: It is suggested that the inventory level should be a little more
than what it maintains right now since more colours and sizes are not available

for many of the designs. Also the number of assistants which is currently one or
two at the Panchvati store should be increased during the festive seasons.

II.

FIXTURES

The lighting highlights the merchandise, that is, the shoes and also presence of
glasses and transparent plastics adds on to the effect of neon lighting and thus
captures a mood of fashion and trendiness which any modern woman would like
to follow. At a cheaper price it gives an opportunity to a modern young woman to
boost her confidence fashionably.
The fixtures are consistent with the shoes and the overall ambience of the store.
The fixtures portray an image of fashionable store for the trendy and fashion
conscious women.

III.

PROMOTION

The stores signage is not very attractive. Just the signage does not provide
enough information about the merchandise it deals with. No theatrical effects
have been used to help sell the merchandise, that is, the shoes. The wall space
has been effectively used to display shoes in a number of shelves from top to
bottom and at the entry point.
New shoes cure the blues
The sales staff do not seem to be doing suggestive selling at the Grampians
,Panchvati store while the Main Road store staffs does a little amount of
suggestive selling when the customer seems to confused about her choice.
The sales staffs of Grampians are friendly and helpful. The image of the staffs is
consistent with the image of the store.
IV.

LAYOUT

The store layout helps people move throughout and choose their shoes
comfortably. It draws people towards visiting the store.
The layout is a kind of grid-layout where customers move throughout the store
seeking for their designs of interest and less of space is wasted and a greater
utility achieved.
Probably a kind of grid layout is used by Grampians where the floor and shelves
are used for keeping the shoes.

V.

MERCHANDISING
8

No merchandising technique has been used for achieving greater space

productivity.
There are displays of the different kinds of shoes models but all the different
available colours are not displayed at the same time. It is important to display
the shoes available in the shop. There is no extra display of the merchandise.
As a local independent retailer Grampians has organized its stores quite
efficiently. The only improvements that can be suggested would be to update
their stocks and inventory level since most of the people agree on the fact that
Grampians provide good and trendy shoes at an affordable price, this feedback
was confirmed by customers reaction while the retail study was carried on by
me.

VI.
To
To
To
To

SUMMARY
improve the inventory level
employ more staffs during festive seasons
encourage suggestive selling by all the staffs
create a better signage at the entrance for first time buyers.

A woman can carry a bag but its the shoes that carry a woman

Pantaloons
I.
APPEARANCE
A. Yes. The exterior of the store is consistent with the interior with a
proper store layout of having three floors, modern design & visual
merchandising techniques. The interior walls are made up of dark wood
and tiles giving it a contemporary look. Display of merchandise has
been spaced out uniformly giving its customers room to walk around at
their leisure and enjoy their shopping experience . Pantaloons is a Chain
Merchandise Store which is trying to attract the Upper-middle class
customers.
B. Yes. The ambience is stylish & fashionable like the products offered. As
a customer, I am satisfied with the brands, quality of the product & the
ambience. But, footwear collection can be increased & more varieties
should be included.
C. No. The ambience, Style & Layout is good. But, footwear section can be
improved by adding more varieties & brands.
II.

FIXTURES
9

A. Yes lighting highlights merchandise well. The mirror also makes it

convenience. Changing room is well-lighted & mannequins are also in
spotlight. The lighting plays an important role in the showroom,
climatically increasing its beauty with strategic accented highlights
while the colour scheme used in the store is bright. The floor has been
done in modern Italian tiles to provide just the right amount of sheen to
the store.
B. Yes. The elevators, A.C, racks, lights, mirrors etc. makes the overall
ambience of the store consistent with the trendy merchandise .
C. Modern & stylish image is portrayed by the fixtures which also adds to
convenience while shopping.
III.
PROMOTION
A. Yes, the store signage effectively sell merchandise. Pantaloons is an
eminent name under Future group known for its good quality &
branded products.
B. No
C. Yes. There are racks, shelves posters & pictures which keeps changing
with fashion trends.
D. Yes. They inform about the new arrivals or discounts. They also answer
all the queries.
E. Yes. The sales staff is friendly & helpful. They assist in shopping by
advising & also letting to try out the products.
IV.
LAYOUT
A. Yes. Lifts & elevators are present which makes it easy to have a proper
view of the entire store. All brands has its own space. Men, women &
kids s section are present on different floors i.e Ground, 1 st & 2nd floor.
The mannequins also attract the customers by showcasing the new &
good arrivals.
B. The store is neat, clean & properly organised. Its modern & every floor
has a cash & billing section which facilitates easy payment. The
acceptance of both credit & debit card makes it further convenient for
customers. Pantaloons loyalty card i.e Green Card
Life is short- just buy the shoes!!
My Card My Way with the PAYBACK advantage offers a range of unique privileges and
value added services to its members. The different sections on different floors,

makes easy access for shopping.

C. The layout used is good & no other type of layout is required.
V.
MERCHANDISING
A. Yes. Display of merchandise has been spaced out uniformly giving its
customers room to walk around at their leisure and enjoy their shopping
experience. There is a good space productivity with proper racks &
shelves.
B. Yes. The display of clothes on Mannequins, the posters etc. increases
interest. But, footwear section needs more of display.
C. Every floor has a different section. Ground floor-women, 1 st floor- girls,
kids & sports shoe section for all, home- fashion, Top floor- men.

10

VI.

SUMMARY
With a host of exclusive offerings coupled with exceptional customer
service and an inviting atmosphere, Pantaloons promises to be the
heaven for all shopaholics in Ranchi. But, Pantaloons can improve
the shopping experience by improving on certain aspects. The
sports shoe section is not up-to-the mark especially for girls. More
varieties in Shoes should be brought along with some new brands.

Keep your heels, head & standards high

Woodlands
I.

APPEARANCE

The store layout, design and visual merchandising techniques are not consistent
with the exterior of the store. The space utility is small, and thus the display of
the products is not adequate. A person can see the large stock of products
available only when he enters the shop. The visualization of the store cannot be
thought and compared only seeing its exterior. The location of the store
completely justifies with its high sale as it is situated in the central location of the
city.
It is a Speciality Store and a Brand Outlet. The target customers of Woodland are
mainly the people who go for skateboarding, rappelling, mountain biking, rafting
and trekking. The sole of the shoes are made as such to cater the needs of the

11

above mentioned activities. But today, Woodland is also keen to satisfy the
requirements of corporate people and patients suffering from pain in their legs.
Yes. The ambience satisfies the merchandise presented in the store. But, to some
extent, it also needs modifications. The place utility is small so all the products
are not displayed properly. There is same design of shoes exhibited daily in same
fashion without any changes.
Some of the improvements can be: straight doors can be like rolling circular
ones, level of cupboards can be made more distinct so that the display of items
is more, and can be in the easy reach of customers, and the ambience should be
changed in frequent intervals in some theme to attract the ladies.
FIXTURES
Yes. The lighting inside the store does capture the mood of the person inside. But
to some extent, this area also needs attention. Feeling of satisfaction does not
persist. There is also no feeling of impulse buying seeing the foot wears. It should
be more tempting and attractive in order to downplay its unwanted features.
The store offers a wide variety and range of foot wears. But, it is not consistent
with the fixtures. No proper display is there and sometimes some variety of
shoes is brought from the interior stock. The large varieties of shoes that
Woodland offers do not seem to be available in this particular store.
Once the person goes through the fixtures of the products being offered by
Woodland, she becomes assured that she will get the required thing to her
utmost satisfaction. It is well known for its rugged image, boots and corporate
look.

II.

PROMOTION

The exterior signage creates the first impression of a store. The logo i.e. the tree
communicates the name as well as the character of the store. The signage of
Woodland- the tree clearly strikes a balance between the rugged form and its
surroundings while keeping its distinctiveness. The sign also differentiates it with
other brands.
Cinderella-proof that a new pair of shoes can change your life
The interior signage has specific roles: selling merchandise, giving information,
and providing direction inside the store. Different signs often perform different
tasks. Yes. The retailer has improved its merchandise by improving its
typography keeping in mind the clarity and the store personality. High reflective
surfaces are used that distort the sign. The exterior signs are illuminated by
using tubes and spotlights.
Proper usage of the wall space is surely done but it requires more modifications.
Layers of shelves can be made for the display of foot wears. There should also be
12

shelves on the glass window, so that people passing by can have a glimpse of
the items displayed.
There is suggestive selling only to its known customers. A lady visiting the store
for the first time does not get proper attention. But, in the same manner, if she is
a regular customer to that store, she gets suggestions as well as the guidance.
There may be, sometimes, recommendations to the patients for some special
foot wears but only when asked.
Usually the sales staffs are very cordial with the customers. They are often
helpful when the lady does not find the suitable shoe as per her choice and
requirements.
Woodland itself is a known and a reputed brand. It does not get affected with the
image of the staff for its promotion. But definitely, the behaviour of the staff will
accelerate its sale. In the particular store we visited, the image of the staff was
not consistent with the brand.

III.

LAYOUT

The place utility being small does not allow the customers to look through all the
products. Proper display of the different varieties of foot wears are not there.
Ladies have to search for heels at one shelf and bellies on the other. They are all
mixed and arranged on the same shelf. Mixed type of layout is used. It should be
more specialized. There should be different layouts for different varieties of foot
wears. Place utility should be expanded. One shelf would contain the sports
shoes for ladies; the other should entirely contain the heels and stilettos, and
then the shelf for bellies. This will save time and enable the person to go straight
and pick up the foot wear of her choice. She can also see to the products she
wants less than one shelf only.
IV.

MERCHANDISING

The retailer has used the wall space effectively. There are shelves which contain
the shoes. But there is a possibility to keep more number of shelves. The
different varieties of foot wears are not kept in proper order. There is no special
technique used which can minimize the no-selling space.
One type of method has been used here which can increase the sales. There are
mannequins wearing the sports shoes and sandals which attract the ladies who
want to purchase them.
The complete merchandise of the retail store for the ladies is not so organized. A
proper layout of foot wears is missing. The entire range of portfolio of products
(ladies foot wear) which exist in Woodland brand cannot be found here in the
Ranchi store that we visited.
Keep calm and wear heels

13

Part C: Internet shopping Analysis

The Retail Websites chosen:
1.
2.
3.
4.

Jabong
Myntra
Yebhi
Flipkart

The Retailers chosen:

1.
2.
3.
4.

Adidas
Puma
Reebok
Nike

Reasons for choosing Retailers:

1.
2.
3.
4.
5.
6.

Top brands
Good quality
Reasonable price
Most recommended
Large assortment of products
Convenient

Comparison of Local vs. Internet shopping:

In a retail store we are allowed to see and touch the products, to make sure we
are getting what we want. Shelves carry boxes containing products, we read
product information on the box, and perhaps open the box to examine the
contents. We can ask questions of a store clerk, while, in some stores,
salespeople actively try to assist.
Online stores, however, only allow us to look at pictures and read product
information. The best online stores, though, are able to provide more product
information online than a retail shopper might find. Sometimes this wealth of
information can make up for the absence of a salesperson. But the better stores
are providing some kind of live chat or instant phone call to answer questions.
The competition that retail stores face is mainly from other stores within driving
distance. It may be fierce on the local front, but at least the number of
competing stores is finite. For online stores, on the other hand, the competition
can seem almost infinite. Since geographic barriers pose little limitation to
shoppers.
There is much more variety online than in a brick and mortar store. This is due to
the limitations of space and cost of land.
14

Internet Shopping
Advantages:
1. Saves time that we do not have the luxury to waste.
2. More value for money as most online shops beat each others prices.
There are more offers, discounts, special deals and promotions to lure
customers to specific sites.
3. Saves money on petrol/diesel used to go to stores.
4. A more detailed decision can be arrived at by doing research on the
products reviews and the product instead of just a persuasive sales pitch
from a sales person.
5. Home delivery is a big plus point.

Disadvantages:
1.
2.
3.
4.
5.

The personal touch is missing.

Fear of bogus sites to scam credit cards.
Actual products may vary from the pictures displayed online.
Delivery time is long as opposed to picking up something from a store.
There might be cases of loss in transit and delivery time may exceed the
promised date of delivery.
6. There may be additional shipping charges.
7. Hassle of return of products if a wrong size is purchased and also following
up on refund of money may be an issue.
8. The quality of the product cannot be judged accurately because the touchand-see element is missing.
In conclusion, online shopping has the potential to make life convenient for
us. With the increasing cost of fuel, it has become even more attractive to
skip the mall and retail stores unless theres a special huge sale.

15

Comparison of Retail offerings of the Product:

RETAIL
WEBSITE
RETAILE
R

Myntra

Yebhi

Reebok

Adidas

Reebok Women Black

Lite Strike Sports Shoes:
Round toed, has central
lace-ups and low top
styling. Mesh upper with
synthetic overlays,
stitch detailing,
perforations for
breathability, multiple
branding and reinforced
heel collar. Full length
Pylon midsole for
additional support.
Tough rubber outsole
with flex grooves and
lugs for traction and
durability, slightly
arched at the midfoot.
Warranty: 3 months
against manufacturing
defects
Rs. 1999

PRODUC
T
QUALITY

PRICE
SUGGES
TIVE
SELLING
WEBSITE
FEATURE
S

Playboy socks (Rs. 99)

Kook N Keech T-shirts
(Rs. 349)

Order

Payme
nts

Select Item; enter

shipping address &
payment
information.
Confirmation mail &
text message sent.
Cash on delivery (Select
pin codes)
Credit/Debit card
Net banking
COD option for orders
Rs. 299 - Rs. 20000

Adidas blue women running

shoes: Features a comfortable
foot bed and pores that let your
feet breathe. Its functionality,
durability and style quotient is a
must have. Lace up pattern with
stitched detailing.

Rs. 2099
Puma Grey cotton track pants
(Rs.839)
TRYD black track pants (Rs. 539)
Just select, add your favourite
products to the Cart, "Checkout"
and enter your shipping address,
payment details and click
"Confirm Order".
Click "Notify me" in case of out
of stock products.
Cash On Delivery(No additional
charges)
Debit Card/ Credit Card
EMI
Gift Vouchers
My Wallet
Rewards Points
Cash Cards/Sodexo Gift
Card/Amex eZe Click
Net Banking

16

Return
s&
Refund
s

30 days return policy

(Not applicable on
select product
categories)
Return products in
original packing with
documents.
Self-ship: Rs. 100
reimbursed if selfshipped on return.
Pick up
Only size exchanges are
allowed.
Cancelled/Undelivered/Lost ordersComplete refund
including shipping
charges.
Refunds: Credit account
with cash back.

30 day return, Joy. (Not

applicable on select product
categories)
Rs. 100 refunded in case of
return through local courier.
Return products in original
packing with documents.
My Wallet: Digital wallet holds
cash electronically when
refunded for future purchases
from Yebhi by registered users.
Refund in Cash or Wallet
encashment allowed up to 30
days from refund in My wallet.

Shippi
ng &
Trackin
g

Free shipping within

India on all products
purchased at its
website.Order can be
tracked on this link http://www.myntra.com/
register.php?
view=myorders.Order
delivered within 7
business days.No
international shipping.

Orders delivered within 5

business days.Orders through
speed post delivered within 20
business days.Orders tracked on
"My orders" on website.Shipping
charges of Rs. 75 on orders
below Rs. 500.

DESIGN
OF
WEBSITE

Aggregator of many
brands.
Made in HTML% using
Canvas does not use
Flash as a platform.
Fashion portal-fashion
trends, tips & content
available too.

This is an e-commerce portal

operated by SOTPL which runs
an online retail store on the
Website.

EASE OF
WEBSITE

Limited assortment,
easier to navigate
through all options.
Customer service is
great according to
reviews.

Customer Reviews on customer

service not so great.
Navigation is easy.

17

CLOSING
OF SALE

Purchase made.

RETAIL
WEBSITE
RETAILE
R

Jabong

Flipkart

Nike

Puma

Ballista Iv Grey running shoes:

Upper material of shoe made
out of mesh, the sole is of
leather however the inner lining
is non-leather. The shoes were
grey and offered a warranty of 6
months against manufacturing
defects.
Rs. 2595

PRODUC
T
QUALITY

PRICE
SUGGES
TIVE
SELLING

Flip flops-Nike (Rs. 1200)

WEBSITE
FEATURE
S
Order

Payme
nts

Return
s&
Refund
s

No purchase made.

Select Item; enter shipping

address & payment
information.
Order taken over phone also.
Confirmation mail & text
message sent.
Visa
MasterCard
Net banking
Cash on delivery(Convenience
charges applicable Rs 39;
purchases only up to Rs. 20,000
available for this option)
30 days return policy (not
applicable on select product
categories)
Return products in original
packing with documents. Jabong
offers pick-up.
Refunds: Jabong credits or
reverse credit to the credit card
or net-banking account. Bank
transfer in case of COD.
Refunds initiated within 2 days.
Drop ship facility: Customers
can return products without
paying any processing
fee/courier charges.
By visiting Jabong Drop ship
centres with product & returns
E-form.

Puma Axis XT II Running Shoes:

Injected EVA, TPU Arch Tech
Shank, PU and rubber crafting,
these shoes are the epitome of
comfort and style.
Rs. 2099
Womens Footwear - Buy worth
899 or more, get extra 15% off,
buy worth 1499 or more, get
extra 20% off
Select Item; enter shipping
address & payment
information.
Confirmation mail & text
message sent.
Internet Banking, E-Gift Voucher
(eGV), Cash on Delivery and
Wallet
Visa, MasterCard, Maestro and
American Express credit/debit
cards
Replacement/Exchange/Refund
within 30 days (WS Retail) & 10
days (any other seller) on select
product categories.
Flipkart Wallet: Amount added
to Flipkart Wallet in the 'store
credit' component.(WS retailers)
Refund to source: Money
refunded back to the payment
mode/account that was
originally used to make the
transaction

18

Delivery of most products within

2-5 business days. Select
products take longer 2-8
business days-marked by "Sold
by Partner"
Shipping charges applicable for
select places.
International shipping available.
Order can be tracked by
tracking number sent via mail
and text.

Delivery time depends on:

a) Seller
b) Availability of product
c) Destination to be shipped to
No hidden charges.
International shipping not
available. Order tracked by
tracking number.
Text received on the day of
delivery with delivery person's
name & contact.

DESIGN
OF
WEBSITE

Clean and beautiful

designCorrect spelling and
grammar.Image Optimization:
Share image Signs of social
sharing 1. Add-ons LIKE: FB,
TwitterLinks to trustworthy
sources. High-quality images
and visuals.Solid, detailed
content updated frequently of
all brands.Presence of
community and conversation
through comments

Flipcharts website is one of the

top 20 Indian websitesFlipkart is
an Indian e-commerce company

EASE OF
WEBSITE

Easy navigation.
Pop up discount coupons.
Customer care number and mail
ID available readily on website.
Loads on an average of 3.88 sec
according to research.

Easy navigation.
Pop up discount coupons.
Customer care number and mail
ID available readily on website.

CLOSING
OF SALE

No purchase made.

No purchase made.

Shippi
ng &
Trackin
g

The Final Choice

After much research and analysis of sports shoes being offered on the number of
retail websites, Myntra was the final choice. A purchase of Rs.1999 was made.
The product was Reebok Women Black Lite Strike Sports Shoes. The product
seemed to be the most liked according to the customer reviews analysed
between the four brands in the four retail websites. It was value for money in
addition to a renowned brand- Reebok. Also, our need was economical sport
shoes that were easy on the pocket. While making this purchase decision product
quality and price were the two main factors we concentrated on. Myntra also
boasts of brilliant after sales service which was an important criterion we kept in
mind in case of any size issues. Along with the smart pair of shoes we also
landed up purchasing playboy socks that were suggested by the website.
19

Although, it was an extra pinch in the wallet, it scored full marks in utility and
style.

Conclusion
In conclusion, we will throw some light on the retail industry in India. It accounts
for around 14-15 percent of the gross domestic product. The Indian retail
industry is estimated to be worth around US$ 500 billion currently. India is home
to the top five retail markets in the world. She holds immense scope for growth
and opportunities in this arena.
India has also allowed overseas investment in its supermarket sector in
September 2012.The market size is as follows:

Retail market has expanded by 10.6 percent between 2010 & 2012.
Food and grocery is the largest category within the retail sector (60%)
FDI inflows in single brand retail trading during April 200 to June 2013
stands at US$ 96. 96 million as per DIPP.

India is also the worlds third largest Internet user after China and the US. Thus
online retail websites have witnessed a 65 percent rise in traffic. Thus E-tailing
has become a huge business today.
This report has a detailed analysis of the different shoe retail stores in Ranchi
along with four retail websites. It has helped us to understand and learn about
retail marketing in depth from the point of view of the Footwear Industry.

20