Professional Documents
Culture Documents
Addons
Addons
1. Would you buy lifestyle and fashion accessories at Addons? Why or why not:
REASON FOR VISITING OR NOT VISITING ADDONS:
Arguments in favour of visiting
Addons
Fashion Accessories
Exclusively male store as well
as Woman store
Availability of high fashion
per design
Less number of designs in
jewelry
No formal communication
strategy
deals
2. What are the factors / trends in the Indian marketplace that may impact growth in this sector? How does Addons
compare with the competitive offerings in the Indian marketplace?
Customer related Factors:
Socio-economic trends:
The increasing number of global brands coming in india impacts this sector
The now and here mentality of people which inspires them to spend more
Role of television to make people believe that looking up to date is very important
Accessorize
Product
assortment
Target
customer
Store
presence
High fashion
jewelry
Hair accessories
Hosiery
Beach accessories
Bridal accessories
Stationary
Young and
fashion conscious
women
400 monsoon and
accessorize store
in UK
Clare's
accessories
silver and
gold
plated
jewelry
Stand-alone stores
in local markets'
Teens to
young
adults of
25 years
More than
3,400
stores
Jewelry
Fashion and
hair
accessories
Perfumes and
fragrances
Female
consumer
Exclusively
mens
in local
market or in
a residential
Colorful
artificial jewelry
Hair accessories
Addons
Buying the
impulsive
busy street
or mall
mens
accessories
and mens
wear
Exclusively
male store
Fashion
conscious
urban
Indian male
80 stores in
Tier 2 and
tier 3 cities
across 36
countries
Retail
structure and
format
Featuredfront
section for
20-25years
Back
section for
teenagers
collection
area
Mom and
pop type
stores
Home
establishment
s in local
market or in
a residential
area
Open air
Store size
Price range
1500 to 3000 sq
feet area
INR495 to
INR4,500
1,000
square feet
area
INR199 to
INR 2,500
100 to 500
square feet
area
Some larger
stores
INR 100 to
INR5,000
50 to 75 square
feet
INR50 to INR
500
200 to 250
square feet
area for
mens
section
250 to 400
square feet
area for
womens
section
INR499 to
INR4,999 for
mens
Special
servcies
Store
promotions
and
advertising
Regular mid-sale
season and end
of sale season
before putting
fresh stock on
display
Staff were
trained to
pierce ear
with the
studex
piercing
gun
Continuou
s
promotion
s like buy
one get
one free
and half
priced
products
Polishing
jewelry or
repairing
jewelry,bags
No store
promotions
products
INR99 to
INR3799 for
womens
products
Good
ambience
,lightning
Temporary
canopied roofs
and lightning
arrangement
Constant
change in
display and
placement of
products
Discount
offers
AC
CL
LOW
Addons
QUALITY
HIGH
QUALITY
Kiosk in mall
RB
Kiosk in high street
LOCAL / INDIA
3. What is the typical consumer buying process for a lifestyle and fashion accessories product?
Contemplative buying: a well-thought-out process that is more tranquil and less action-oriented than impulse buying
Impulse buying: Not consciously planned but arising immediately upon confrontation with a certain stimulus, either
external & internal. Fashion-oriented impulse buying refers to a persons awareness or perception of fassionability and is
attributed to a stimulus provided by an innovative style or design
Purchase
Post Purchase
Impulse Buying
AT the time of encounter with the
product
Only among the given options that
are provided
It is stimulus driven , generally due to
the environment or On the basis of
emotions and likings and enthusiasm,
The main is to purchase the product,
and not achieve the economic
purchase,
Discounts are not sought once the
decision is made
Contemplative Buying
External Motivators
the store location, size, physical aspects,
the buyer
Marketing mix
5. Brand loyalty or store loyalty what is the key to a stable and sustainable market presence in this category
Brand Loyalty
According to me both store loyalty and loyalty to brands is important. Wholesalers and brand representatives need to recognize
that they can support retailers in helping promote their brand through product knowledge and other selling tips. This can
increase brand awareness and ultimately help build brand loyalty.
Finally, understanding how consumers decide on their purchases can influence how you can support them. Whether store loyal,
brand loyal or a new customer with no loyalty established yet, each consumer can teach us a lesson as retail and wholesale
professionals. Making sure to stay in touch with who your consumers are can add value to your business, whether you are a
store or brand.
For ADDONS they have male accessories in their outlets of different brands while in case of female accessories they had of
their own brand
6. Addons aspires to reach a 500 retail presence by 2018-19. What advice do you have for Singhee regarding this retail
strategy
STRATEGIC OPPPORTUNITIES FOR ADDONS BY USING ANSOFFS GROWTH MATRIX:
In order to achieve 500 stores by 2020 we have to follow below measures
Growth Options
Market Penetration
Market Expansion
Product Development
Line of Action
Add more stores in Tier 1 cities in untapped areas
Add aggressively stores in Tier 2/Tier 3 because of demographic dividends
Develop new brands in both men and women category as it is the main source due to the
Diversification
margins
Related Diversification in apparel and accessories segment, but new markets approach with
caution as capital involved is high
Promotions
Conservative
(Only In store )
Need to build brand image as own product business need to increase
Store design and layout
In stores are not spacious
Try to make more classified segments