ABSTRACT

About Wills Lifestyle

ITC's Wills Lifestyle presents a complete fashion wardrobe that complements

every facet of your personality at work, when you are relaxed, while you party
and for those special occasions. Discover a tempting range of designer wear,
work wear, relaxed wear, evening wear and fashion accessories.

Wills Signature

Presenting an exquisite line of designer wear, that brings to you the magic of
fashion's grandest celebration - Wills Lifestyle India Fashion Week.

Wills Classic

Showcasing the epitome of new age luxury. Featuring the finest shirts, crafted in
Italy. Complemented by exquisite suits and jackets, made by European master
craftsmen. Experience a new language of charming sophistication this season.

Wills Sport

Vibrant designs create magic in breezy fabrics. Racy stripes and enchanting
details add charm to the purest linen and cotton.

Wills Clublife

Evening wear inspired by the allure and intrigue of the dark. Sensuous fabrics
and seductive patterns add to the magical enchantment. Charm in style.

Fashion Accessories
Wills Lifestyle offers the customer a complete wardrobe of fashion apparel and
accessories. This season a wider choice of accessories will be offered across
ties, cuff links, socks, caps, hand bags, wallets, belts and eyewear.

Essenza Di Wills

Enjoy an exclusive range of fine fragrances and bath and body care products for
men and women.

Fiama Di Wills

Fiama Di Wills range of premium shampoos and shower gels, combine the
goodness of gentle exotic naturals and power of effective science to give you
gentle and effective care.

Our Stores

Wills Lifestyle is a chain of exclusive specialty stores providing a truly

international shopping experience through world-class ambience, customer
facilitation and clearly differentiated product presentation. Our stores have
established themselves as preferred shopping destinations in the prime shopping
districts across the country. At Wills Lifestyle, customers can browse at leisure,
and shop in a relaxed and pleasing atmosphere. Every Wills Lifestyle store offers
an international retailing ambience, reflecting the most contemporary trends in
store design, thereby creating a splendid backdrop for the premium offering.

Our Milestones

The brand has created a distinctive identity in the premium western wear market.
In the past it has been declared"The Most Admired Women's wear Brand of the
Year" and the "Most Admired Exclusive Retail Chain of the Year" at the Images
Fashion Awards. This year, it has been declared the "Most Admired Fashion
Brand of the Year - Fashion Forward". Wills Lifestyle has also been accredited as
a Superbrand by the Superbrand Council of India. Club Wills, the loyalty program
of Wills Lifestyle has also won the award for "Customer and Brand Loyalty in the
Retail Sector (Large Format Stores) at the recently concluded 2nd Loyalty
Summit.

Looking Ahead

As the country's most admired fashion brand, Wills Lifestyle looks forward to an
exciting tomorrow of change. Our customers will enjoy the coming up of more
exclusive Wills Lifestyle stores in the emerging premium mall catchments.

Carrier at wills Lifestyle

Fashion and Retail are happening and so are careers at ITC’s Lifestyle Retailing
Business Division. We are always on the lookout for talented individuals to join
our team. Enthusiasm, team spirit, high level of customer focus and the ability to
make the impossible possible is what we look for in our team members. Our
offering of an Exceptional Employment Experience is anchored on platforms of :

Learning and Development

In addition to an exciting job profile which gives you exposure across product
categories and geographies, LRBD makes you a commitment of adding to your
learning curve. It all starts with an in-depth induction on the organization; for the
fresh graduates who join us we offer a cross functional training exposure; which
continues on the job, through identified Business specific trainings.
 INTRODUCTION TO WILLS LIFESTYLE

ITC’s Lifestyle Retailing Business Division has established a nationwide retailing

presence through its Wills Lifestyle chain of exclusive specialty stores. Wills
Lifestyle, the fashion destination, offers a tempting choice of Wills Classic work
wear, Wills Sport relaxed wear, Wills Clublife evening wear, fashion
accessories and Essenza Di Wills – an exclusive range of fine fragrances and
bath & body care products and Fiama Di Wills - a range of premium shampoos
and shower gels. Wills Lifestyle has also introduced Wills Signature designer
wear, designed by the leading designers of the country.

With a distinctive presence across segments at the premium end, ITC has also
established John Players as a brand that offers a complete fashion wardrobe to
the male youth of today. The recent launch of Miss Players with its range of
trendy fashion wear for young women has been a successful addition to the
youthful offering. With its brands, ITC is committed to build a dominant presence
in the apparel market through a robust portfolio of offerings.

Wills Lifestyle has been established as a chain of exclusive specialty stores

providing the Indian consumer a truly 'International Shopping Experience'
through world-class ambience, customer facilitation and clearly differentiated
product presentation. Our stores have established themselves as preferred
shopping destinations in the prime shopping districts across the country.
At Wills Lifestyle, customers can browse at leisure, and shop in a relaxed and
pleasing atmosphere. The use of space is refreshing, which is reflected even in
the spacious changing rooms. Every store offers an international retailing
ambience with the extensive use of glass, steel and granite, reflecting the most
contemporary trends in store design, thereby creating a splendid backdrop for
the premium offerings.

Wills Lifestyle was named Superbrand 2009 by the Superbrands Council of

India recently. Wills Lifestyle has been twice declared 'The Most Admired
Exclusive Brand Retail Chain of the Year' at the Images Fashion Awards in
2001 & 2003 as well as 'Most Admired Fashion Brand of the year - Fashion
Forward' in 2009.

Wills Lifestyle is the title partner of the country’s most premier fashion event -
Wills Lifestyle India Fashion Week. Taking the celebration of the event to its
stores, Wills Lifestyle has partnered with several leading designers including
Manish Arora, Rohit Bal, Shantanu & Nikhil, Rohit Gandhi & Rahul Khanna
whose new edition of Designer wear is now available at Wills Lifestyle stores.
Wills Sport, fashionable relaxed wear for men and women has, over thirteen
seasons, become the vibrant face of contemporary fashion. At the Images
Fashion Awards 2001, Wills Sport was declared ‘The Most Admired Brand
Launch of the Year'. Following this, Wills Sport was declared 'The Most
Admired Women's wear Brand of the Year', at Images Fashion Awards
2002. Wills Sport presents a collection designed as the perfect medley of
interesting patterns and premium fabrics.
Wills Classic work wear was launched in November 2002, providing the
premium consumer a distinct product offering and a unique brand positioning.
Featuring luxurious fabrics crafted to perfection with the most contemporary
styling, Wills Classic work wear is positioned as the brand for new age leaders,
who are changing the rules of business and encouraging a dynamic culture of
enterprise, innovation and teamwork. Showcasing the epitome of new age luxury,
the collection features the finest shirts crafted in Italy. These are complemented
by exquisite trousers and jackets made by European master craftsmen.

Having established a distinctive presence in the premium apparel segment in a

short span of time with Wills Sport premium relaxed wear and Wills Classic
new age work wear, Wills Lifestyle launched Wills Clublife in May 2003 in the
growing evening wear segment, thereby strengthening its portfolio in the
premium segment. The brand is uniquely positioned to complement the glittering
evening life of premium consumers perfectly. The collection is inspired by the
allure and intrigue of the dark. The use of sensuous fabrics and seductive
patterns add to the magical enchantment.

Wills Lifestyle complements the range of premium apparel with a tempting

choice of fashion accessories. This season a wider choice of accessories will be
offered across ties, cuff links, socks, caps, hand bags, wallets, belts, eyewear
and shoes. With Occasions Gift certificates Wills Lifestyle also presents a
premium new way of festive gifting.

ITC forayed into the youth fashion segment with the launch of John Players in
December 2002 and John Players is committed to be the No. 1 fashion brand
for the youth. This foray leverages ITC’s proven competencies in understanding
consumer insights, brand building and design capabilities.

Hrithik Roshan, Superstar and Youth Icon, with his innate style, vibrancy and
playfulness best personifies the core attributes of the brand as its ambassador.
John Players offers a complete and vibrant wardrobe of Casual wear, Party
wear, Work wear, Denims, Outer wear and Suits & Jackets, incorporating the
most contemporary trends, an exciting mix of colors, playful styling, trendy
textures and comfortable fits.

The brand is available across the country through a nation-wide network of over
240 exclusive stores and over 1500 multi-brand outlets.

At the Images Fashion Awards 2005, John Players was declared 'The Most
Admired Shirt Brand of the Year'.

At the Images Fashion Awards 2007, John Players was awarded the 'The
Most Admired Fashion Campaign of the Year' award.
The launch of Miss Players has added to ITC’s youthful portfolio. The range
which spans trendy tops, funky denims, smart trousers and stylish dresses along
with a whole range of cool fashion accessories has been designed keeping in
mind the tastes of the young Indian woman.

Well known film actor Amrita Rao, with her vibrant and youthful personality, is
the face of the brand. In the brand marketing campaign, she stylishly brings alive
the spirit of fun and playfulness.

Miss Players is currently available at select exclusive stores and at leading

John Players stores in key cities. The availability of the brand will be rapidly
enhanced to reach exclusive stores and multi-brand outlets in malls & high-street
locations in the key consumption centres of the country.

Having built a powerful brand portfolio that is making waves across the country,
ITC's Lifestyle Retailing is poised to grow and build a dominant presence in the
country's fashion industry.
 PROFILE OF ITC LTD

ITC is one of India's foremost private sector companies with a market

capitalisation of nearly US $ 14 billion and a turnover of over US $ 5 billion.* ITC
is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's
Most Reputable Companies by Forbes magazine, among India's Most Respected
Companies by BusinessWorld and among India's Most Valuable Companies by
Business Today. ITC ranks among India's `10 Most Valuable (Company) Brands',
in a study conducted by Brand Finance and published by the Economic Times.
ITC also ranks among Asia's 50 best performing companies compiled by
Business Week.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty

Papers, Packaging, Agri-Business, Packaged Foods & Confectionery,
Information Technology, Branded Apparel, Personal Care, Stationery, Safety
Matches and other FMCG products. While ITC is an outstanding market leader in
its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and
Agri-Exports, it is rapidly gaining market share even in its nascent businesses of
Packaged Foods & Confectionery, Branded Apparel, Personal Care and
Stationery.

As one of India's most valuable and respected corporations, ITC is widely

perceived to be dedicatedly nation-oriented. Chairman Y C Deveshwar calls this
source of inspiration "a commitment beyond the market". In his own words: "ITC
believes that its aspiration to create enduring value for the nation provides the
motive force to sustain growing shareholder value. ITC practices this philosophy
by not only driving each of its businesses towards international competitiveness
but by also consciously contributing to enhancing the competitiveness of the
larger value chain of which it is a part."

ITC's diversified status originates from its corporate strategy aimed at creating
multiple drivers of growth anchored on its time-tested core competencies:
unmatched distribution reach, superior brand-building capabilities, effective
supply chain management and acknowledged service skills in hoteliering. Over
time, the strategic forays into new businesses are expected to garner a
significant share of these emerging high-growth markets in India.

ITC's Agri-Business is one of India's largest exporters of agricultural products.

ITC is one of the country's biggest foreign exchange earners (US $ 3.2 billion in
the last decade). The Company's 'e-Choupal' initiative is enabling Indian
agriculture significantly enhance its competitiveness by empowering Indian
farmers through the power of the Internet. This transformational strategy, which
has already become the subject matter of a case study at Harvard Business
School, is expected to progressively create for ITC a huge rural distribution
infrastructure, significantly enhancing the Company's marketing reach.

ITC's wholly owned Information Technology subsidiary, ITC Infotech India

Limited, is aggressively pursuing emerging opportunities in providing end-to-end
IT solutions, including e-enabled services and business process outsourcing.

ITC's production facilities and hotels have won numerous national and
international awards for quality, productivity, safety and environment
management systems. ITC was the first company in India to voluntarily seek a
corporate governance rating.

ITC employs over 25,000 people at more than 60 locations across India. The
Company continuously endeavors to enhance its wealth generating capabilities
in a globalising environment to consistently reward more than 3,68,000
shareholders, fulfill the aspirations of its stakeholders and meet societal
expectations. This over-arching vision of the company is expressively captured in
its corporate positioning statement: "Enduring Value. For the nation. For the
Shareholder."
 WILLS LIFESTYLE ANNOUNCES THE LAUNCH OF
THEIR SPRING-SUMMER 2009 COLLECTION ON
APRIL 1, 2009 - 13:20

The nationwide chain of specialty stores offers a complete fashion wardrobe

comprising Wills Signature Designer wear, Wills Classic formal wear, Wills Sport
relaxed wear, Wills Clublife evening wear and fashion accessories for both men
and women.

Wills lifestyle, over the years, has gained a strong foothold in women’s wear and
the market response to the brand’s collection has been extremely encouraging
right from the onset. Each season witnesses a fresh collection for women that
exude a classy expression of cutting-edge styles and a seamless weave of
international trends with Indian tastes, preferences and silhouettes. A veracious
reflection of how the brand has touched the right chord among the women
consumers is the placement of the brand as the most admired women’s wear
brand in the segment through the latest consumer research.

WILLS CLASSIC

Wills Classic collection for men offers fresh summer pastel colours like pink, lilac,
mint, aqua, beige, silver and grey. The focus is on fabric sheen brought about by
the usage of various subtle textured fabrics and superfine structures. Bankers,
the trend of white cuffs and collars with coloured shirt remain the key trend this
season. In terms of pattern, a variety of micro checks have been introduced,
while the stripe designs remain clean and crisp. The trends in trousers include
fine herring bone structures and fine linen trousers in superior micro stripes. The
exquisite ‘Luxuria’ collection offered in the range reflects a suave presence with
shirts made from rich Italian fabric with fine Italian craftsmanship which gives the
pieces a luxurious elegance and an impeccable finish.
The Wills Classic collection for women offers an exciting combination of classic
colors with a splash of bright hues. The collection will comprise of blacks and
whites with a stroke of red or fresh lime green or lilac reflecting the cheery
summer mood. The silhouettes, inspired by the international runway trends,
would have emphasis on the waist. Origami inspired detailing, pleats, matt shine
effects & texture appeals will all be seen as accents across the pieces in the
collection. The range will encompass high waisted skirts, cigarette pants, and
flared cuts amongst other flattering fits and silhouettes.

WILLS SPORT

Wills Sport Spring–Summer line for men brings refreshing tones of lilacs, whites,
oranges and lemon accents. The key looks in shirts include American Sport,
Ghingham Checks and Monochrome Vital. American Sport gets its inspiration
from Cool American University look and includes the colours blue, red and white.
Ghingham Checks are small checks to give an elegant appeal to the shirt.
Gingham checks have been explored in a new way, by introducing a woven tape
for styling.

The other key look is Monochrome Vital; the look is based on bright colors like
turquoise blue, cyan blue, brilliant green with basic pinstripes. A unique Mix and
match concept has been explored here, using 2-3 different stripers in a single
style, or an interesting stripe-check combination. The sport collection includes
denims in premium wash. Non Denims include trendy Bermuda shorts and
Cargos.

Wills Sport women’s collection is exciting, vibrant and full of energy this spring
summer. Hot pinks, sunshine yellows, electric greens and neon highlights in color
will all be seen in the spring summer 2009 collection. Longer body silhouettes will
be the trend, stylishly partnered with short waist coats and jackets for a cool, chic
layered look. Shirt dresses, shorts, capris, waist coats and other styles will put
together a vibrant, trendy and very stylishly coordinated look this summer.
WILLS CLUBLIFE

Wills Clublife for men is a glamorous collection with emphasis on deep colours.
The in vogue gradation print is the key emphasis for the season. The collection
includes yarn dyes focused on neutral bases with bright accent color stripes. Mix
and match offer a fusion of patters, structures and knit. The concept has been
explored in the Clublife collection using dotted textured fabrics with subtle stripes.
Lightweight fabrics such as voiles have been introduced in yarn dyes. The shirts
have been given tuxedo inspired styling. Smart slim fit options are offered in
denims, cargos and formal trousers.

Wills Clublife women collection has glamour, charm, style et all. Chunky stones,
sequins and embellishments make this collection stunning and perfect for
evening wear. Against a somber background the splash of color, pin tuck
detailing, origami work and waist emphasis lends every garment an air of
distinction and class. Never seen before crafty surface textures, brush stroke
prints and indigenous flavors of print motif and color will all add to the originality
of the collection.

WILLS SIGNATURE

Wills Signature Line for men has been brought together by ace designers such
as Manish Arora, Shantanu & Nikhil, Rohit Gandhi & Rahul Khanna. Manish
Arora in his signature style and inspired by the circus collection showcased at
WIFW SS09 has brought circus and tent print shirts along with block print.
Shantanu and Nikhil known for their detailing have expertly used marble prints
and ornamented seamlines in their collection for Men’s shirts and T-shirts. White,
blue and grey are the prominent colors. Rohit Gandhi and Rahul Khanna have
printed shirts and contrast detailing to offer in shirts for men. Extensive use of
black, grey and white with attractive seam detailing make for highly stylized shirts
that would surely make heads turn.
Wills Signature for Women include an exciting offering designed by the country’s
most acclaimed designers. Manish Arora, the designer revered worldwide for his
eclectic creations exclusively for women, has made garments with an underlying
‘circus’ theme, extensively using block prints and vibrant colors which are his
trade mark. Rohit Bal, another name to reckon with in the fashion fraternity and
known for his elaborate attires, has brought together shades of white, olive,
brilliant pink and orange to make a crisp summer collection in silks, chiffons and
florals. Rohit Gandhi and Rahul Khanna, the dynamic duo, have brought together
a collection for Wills Lifestyle in self embroidered fabrics accentuated with
sequins and beads. Shantanu and Nikhil who have time and again stunned the
fashion world with their creative genius are brining together marble print and
ombre dying for the Wills Signature range with an accent on unique detailing.

Wills Lifestyle also offers accessories complementing the range such as premium
leather bags, shoes, belts, wallets and cufflinks in various designs and colors
further accentuating the complete summer look.

The new range is priced between Rs.1399- Rs. 7999 and is available at all the
Wills Lifestyle stores across the country.
 BRANDS

John Players : Play It Cool

John Players is the mass market apparel brand of ITC. Launched in December
2002, the brand is poised for becoming a major player in the Rs 6000 crore
ready-to- wear market in India.

John Players when launched in 2002 faced a luke warm response from the
market. Primarily because of quality and positioning issues.

I mentioned about quality on the basis of my own experience about the brand. I
purchased this brand because of the ITC tag plus the price offer ( 1+1 free). I
was terribly disappointed with the quality of the material and the range. But I
could see the rush at the counter for this brand because of the offer.

John Players is competing with Peter England in the mass market range. ITC
knew that Peter England has established itself as a value for money brand and it
is a tough brand to compete with. 2005 saw John Players identifying the right
positioning platform for itself.

John Players is positioned as a brand with a cool attitude. It is positioned as "

Style With a Playful Side" exemplified in its tagline " Play It Cool". The brand
rightfully fills the gap of a Cool Brand in the mass market category. The brand is
being endorsed by the style icon Hrithik Roshan and the advertising campaign
featuring Hrithik was well executed. The brand has a price range of Rs 500-900
for its shirts and Rs 800+ for the trouser range.

Although the positioning platform of being a " Cool " brand is a wonderful
proposition, it is a task that is difficult to achieve. It is like a very abstract concept.
To quote Ms Rashmi Bansal from a presentation she made at our campus, It is
not possible to make a brand or a person " COOL" by just saying that it is " Cool",
the customer has to perceive it as a Cool brand. That cool attitude should come
into the brand DNA. Hence it is a tricky situation and a tough task for the brand
manager. The marketer has to create a lot of subliminal cues to make the brand
cool. Hence the brand logo, colors, ads, models, colors etc has significant impact
on making the brand " COOL". That is the reason why there are a few COOL
brands in our country.

Since my tryst with John Players was not that positive, I have chosen to stick with
my favorite brand Peter England. But I think that ITC has worked upon the quality
and design aspect of this brand. The brand is in a very tough terrain. It is to be
noted that this brand is usually promoted during the festive season mainly using
sales promotions. I hardly see any brand building campaigns of John Players
during off season. While brands like Color Plus, Van Heusen, Louis Philippe is
being built using print ads in a systematic and regular manner, John Players is a
brand that is not investing in regular and frequent campaigns. I feel that with a
model like Hrithik endorsing the brand, John Players should look at print
campaigns at regular and frequent intervals.
Miss players

Miss Players is a new brand from ITC in the women's wear market. The Indian
women's wear market is huge , estimated to be of size Rs 33000 crore. The
market is dominated by unbranded products. This market is going to witness lot
of branding activity with lot of global majors like Reebok, Levi's and Blackberry
already making its presence in the market. Most of the major apparel brands like
Allen Solly have women's apparel line.

The latest launch of Miss Players brand is aimed at capturing a fair share of this
market which is estimated to be growing at 15%. Miss Players has strong
association with John Players brand which was the ITC's first brand in the
readymade category. John Players had a reasonable success in the market and
Miss Players shares strong brand association with John Players by using the
term " Players" . I liked the brand name because it retains the individuality at the
same time derives an association with John Players with out diluting the
positioning of the male brand.

Miss Players is targeting the young ladies and the brand comes with a variety of
apparel and fashion accessories. Popular actress Amritha Arora is the face of the
brand. The brand has set a price range of Rs 300-1000 thus making it a Masstige
brand.
Although John Players and Miss Players are two different brands targeting two
different consumer segments, both these brands share a common positioning
strategy. Infact Miss Players have the same positioning of " Style with playful side
" and uses the John Player's tagline " Play It Cool ".

But Miss Players have lot of challenges ahead. The main competition for this
brand is from the hosts of unbranded readymade products in the market. The TG
is not known to be brand conscious and more inclined to experiment with
different styles . In this market, the major attributes is fashion and variety ahead
of brand. Miss Players had done the right pricing by making the brand affordable
and time will tell if Miss Players will be able to satisfy the fashion appetite of
young girls.
Vivel Di Wills : Beauty with Confidence

Shortly after launching the up-market personal care brand - Fiama Di Wills, ITC
has launched another personal care brand - Vivel Di Wills. Not only that, another
two brands has been launched - Vivel and Superia in close succession .

Vivel Di Wills can be termed as a brand for the middle class and priced well
below Fiama Di Wills . Vivel Di Wills has been launched even before the brand
Fiama Di Wills settled in the market. In a way ITC is flooding the personal care
market with its brands.

Vivel Di Wills - as the name suggests shares the term ' Di Wills ' with Fiama and
Essenza. Vivel Di Wills comes in two variants : Sheer Radiance and Sheer
Creme. Sheer Radiance contains Olive Oil while Creme variant contains Shea
Butter.

What differentiates Vivel Di Wills is the ingredient branded Actipro-N which was
developed by ITC R & D team. Actipro -N nourishes, protects and hydrates the
skin thus enhancing the beauty of the skin.
Vivel Di Wills comes in an attractive carton package with some elegant color
scheme. The brand is priced at Rs 16 for 75 gm cake.

Now comes the interesting part. When I was shopping, the attractive packing and
display of Vivel Di Wills prompted me to take one ( for my wife ) . But when I
reached the section for soaps, I was surprised to see another set of soaps with
the brand name Vivel . This was confusing to me and I thought that it was a fake
brand taking advantage of Vivel Di Wills. On closer examination, I was surprised
to find that Vivel also belong to ITC. Then I checked the price and it was less that
Vivel Di Wills. The packaging was ordinary and there was even a sales
promotion offer attached with the soap ( Price off) .

So there are two brands Vivel Di Wills and Vivel priced differently and even the
brand elements are different. News reports say that Vivel has four variants : Satin
soft, Young Glow, Ayurvedic Essence, Sandal Sparkle.

So the natural question is about the logic of these two brands with similar brand
names launched simultaneously. In a press release available in the ITC portal,
the category head Sandeep Kaul mentions that they are going to use price and
positioning difference to separate the brands Fiama and Vivel Di Wills since
Fiama also launched a soap recently.
But the question is with Vivel Di Wills and Vivel. I am a little confused but a
parallel can be drawn between Vivel Di Wills, Vivel , Lux and Lux International.
Lux International is positioned as a premium soap while Lux is a mass market
one. ITC may be adopting the same strategy. ITC is looking at two segments
within the medium priced soap category and using a small price differential, it is
tapping customers who can pay a little more for extra benefits ( Masstige brand).
The campaign for Vivel Di Wills will indirectly draw customers ( Value conscious )
towards Vivel.

Vivel Di Wills is being promoted using TVC and the message is that the lady is so
beautiful that the husband does not notice any other ladies. My initial impression
about the soap is positive and I find the fragrance refreshing and new. The brand
name Vivel Di Wills is urban and will definitely appeal the educated urban
consumers . The brand also has its advantage interms of the ingredients. Indian
consumers will be impressed by the ingredients like Olive Oil, Active Clay, Shea
butter which gives this brand a unique healthy natural perception.

The idea behind these fast launches is to provide a complete range of soap
brands to the Indian consumer. ITC knew that it is a late entrant to the market.
Time is too short for phased launches. Hence the strategy is to offer a full
portfolio at one go and then try to manage the differences.
Essenza Di Wills

ITC launched an exclusive line of prestige fine fragrances under the Essenza Di
Wills brand in mid 2005. Essenza Di Wills is an exclusive range of fine
fragrances and bath & body care products for women and men.

Inizio, the signature range from Essenza Di Wills, provides a comprehensive

grooming regimen with distinct lines for women (Inizio Femme) and men (Inizio
Homme). The rich and sensual international fragrances of Essenza Di Wills are
all-day offerings created by leading French fragrance houses. The range includes
a host of bath & body care products that share the same olfactory signature to
offer a harmonised fragrance experience.
Aqua

The Essenza Di Wills portfolio was enhanced with the Aqua range for men
(Aqua Homme) offering a distinctive and fresh aquatic fragrance. It embodies
the essence of stylish and confident man. The fragrance note revolves around
"Citrus Aromatic Musky". The alliance of bergamot mandarin & Italian lemon
which stimulates and re-energizes the mind. The top notes are blended with a
spicy aromatic heart which burst with the energy of French rosemary, Clary
sage & Tonka beans arousing vigor & pure masculinity. This is further enhanced
with musky end notes which reveal the warmth of amber and vanilla creating a
discreet refinement that can never go out of style. The Aqua range includes Eau
De Toilette, Hair & Body Shampoo, Deodorant Spray, After Shave Lotion
and a Bathing Bar.
Mikkel

The latest addition to the Essenza Di Wills portfolio is the enigmatic 'Mikkel' that
embodies a fine balance between Mystery and Elegance. The fragrance is
specially suited for evening wear. The sharp Lavender and Bergamot top notes
blend sophistication with a hint of mystery. At the heart, sensual Neroli and
serene Orange Blossom dance to an effortless tune of elegance. The rich and
passionate undertones of Vanilla delicately bring out the aroma of Amber,
creating an unmistakable aura. Mikkel Homme Eau De Toilette and After
Shave Lotions are available exclusively at Wills Lifestyle stores.
Fiama Di Wills

In September 2007, ITC launched Fiama Di Wills, a premium range of personal

care products comprising shampoos, conditioner, shower gels and soap. The
Fiama Di Wills range combines the goodness of nature and science, providing
gentle and effective care. The Fiama Di Wills product portfolio has been
developed by scientists at the ITC R&D Centre, leveraging the expertise of
International product formulation specialists. The fragrances, aesthetics and
packaging have been developed in collaboration with European specialists.

Fiama Di Wills products are targeted at the young, modern, aware women who
are confident of themselves and seek indulgences that make them feel alive and
beautiful. The range combines exotic naturals like Sage, Watercress, Magnolia
blossoms and the best of contemporary science like Hydro Restorative System
and Cuticle Restore Technology to make the consumer feel beautiful, today,
tomorrow.

Fiama Di Wills Shampoos developed in collaboration with Cosmetech Labs

Inc., USA, offer a range of five variants. Each of these is designed to deliver a
specific hair benefit to the consumer :
• Everyday Mild (with extracts of Thyme & Juniper) is a gentle caring
shampoo suitable for regular use.
• Aqua Balance (with extracts of Magnolia Blossoms & Watercress) is a
gentle moisturizing shampoo ideal for dry, dull hair.
• Volume Boost (with extracts of Rosemary & Sage) is a gentle volumizing
shampoo ideal for thin, limp hair.
• Silky Strong (with oils of Macadamia Nut and Babassu) helps make hair
smooth, silky and strong and is ideal for weak, damaged hair.
• Shine in Style (with extracts of Chamomile and Green Tea) makes hair
shiny and manageable, easy to style and is ideal for dull to normal hair.
Each of these shampoos can be complemented with Fiama Di Wills Polishing
Drops conditioner. This gentle conditioner enriched with Avocado Oil and
Burdock extract promises to make hair shiny, soft and smooth. It also gives the
additional benefits of UV protection as it contains Sunflower Seed extract, which
is a natural UV absorber.

The Fiama Di Wills product line also consists of a 3-variant range of transparent
shower gels which are unique as they come with suspended beads:

• Mild Dew (enriched with soft beads, extracts of peach and avocado) is for
soft, moisturized skin.
• Clear Springs (enriched with jojoba beads, extracts of sea weed and
lemongrass) is for clear, healthy, smoother skin.
• Exotic Dream (enriched with glitter beads, extracts of bearberry leaves
and black currant) is for stimulating freshness.
The Fiama Di Wills range of soaps has been launched under the sub - brand
SkinSense. The first variant to be introduced in this range is Soft Green. This is
a gentle caring soap, that helps enhance retention of skin proteins giving 6 pro
care. Protein keeps skin moisturised, supple, youthful, even toned, radiant and
smooth.
Superia

The Superia range of soaps and shampoos have been launched to cater to the
large popular market in the personal care category. The products under the
Superia brand are made from scientifically developed formulations enriched with
natural ingredients that have traditionally been known to be good for the skin and
hair.

The range offers consumers access to some of the best-in-class products in

vibrant attractive packaging.

Superia Soaps enriched with natural ingredients give radiant glowing skin.
Superia Soaps are available in four variants :

Fragrant Flower: with the fragrance of Rose & Lavender Oil

Soft Sandal: with the fragrance of Sandal & Almond Oil

Natural Glow: with Neem & Coconut Oils

Healthy Glow: with Orange Oil

Superia shampoos with triple conditioners and natural ingredients bring a

natural shine to hair. Superia shampoos are available in two variants:

1. Shiny Black with Triple Conditioners and the natural goodness of

Hibiscus & Brahmi extracts.
2. Vibrant Green with Triple Conditioners and the natural goodness of Amla
& Arnica extracts.

Another addition to the Superia shampoo portfolio, Superia Maxi Protect Active
Health shampoo contains Dandruff Fighter along with Vitamins & Soya Protein.
It fights multiple types of dandruff causing germs and leaves hair & scalp feeling
clean & healthy.
 Wills Lifestyle reworking strategy

Wills Lifestyle, the premium lifestyle retail arm of ITC Ltd, has said it is reworking
strategy to protect bottom line and check a drop in sales, even as it has cut its
growth forecast for the fiscal year.

Wills has shut four stores in the past three months and now plans to use ITC’s
hotel properties to set up boutique stores.

The retailer recently opened a 1,500 sq ft boutique in ITC Maurya in New Delhi.

“Going forward, we are looking at opening more such boutique stores in some of
our new hotel properties in Chennai and Bangalore,” said Atul Chand, divisional
chief executive.

The Kolkata-based retailer is revitalising its growth strategy as sales at lifestyle

retailers have slumped, forcing it to cut growth forecast for the fiscal year ending
March to 20 per cent, from 30 per cent earlier.

The premium retailer has also shut down a store each in Bangalore, Mumbai,
Surat and Kanpur. “We are redoing our business strategy in order to stay
profitable,” said Chand.

The company is also tapping its loyal customer pool to ramp up sales. A few
retailers, including Shopper’s Stop, have witnessed spurt in sales because of
loyalty schemes. About 70 per cent Shopper’s Stop sales come from its First
Citizens programme.

Wills is also devising special schemes and events for its 60,000 Club Wills (its
loyalty programme card) members, who account for 55 per cent sales. It is also
realigning its marketing spends towards below-the-line activities, bringing down
spends on television and print advertising.
“So, if the ratio of TV and print advertising to consumer-centric activities was
70:30, it will be the reverse of this in the short term. We spend around 12 per
cent of our turnover on advertising and marketing,” said Chand.

“We are looking at new-age media to attract more young customers. For
instance, we are looking at tying up with social networking sites like YouTube
and Facebook, or building a Hrithik Roshan community for a more personalised
marketing,” said Chand.

Also, the company intends to offer more variety, designs and range to consumers
every two months, which means it plans to redo its supply chain.

The company has 55 stores in 30 cities and plans to open another 10 in financial
year 2009-10. Earlier, it had announced plans to have 100 stores by 2010-11.

According to Chand, the company closed down a store at Sarjapur in Bangalore

because it not yielding enough sales. “When we opened, store in Sarjapur, we
were paying Rs 100 per sq ft per month as rent, which the mall reduced to Rs 30
per sq ft per month. Still, the business did not pick up,” Chand said.

The company shut down another store in a shopping mall in Mumbai in

December 2008 for which it was paying Rs 10 lakh per month.

“Only two days ago, the mall-owner in Mumbai said the rent could be reduced to
Rs 2 lakh per month if we were willing to open the store again,” said Chand. Wills
Lifestyle has also closed down a store each in Surat and Kanpur.
 BRIF INTRODUCTION ABOUT LOWE LINTAS

Lowe is a unique global agency that believes that greatest service is the power of
a high value idea. We are a community of award winning talent across the
world’s established and fast growing economics.

Philosophy –we believe that best talent, working as a community in an

environment of openness, supportiveness and humility leads to the the creation
of the greatest service we can render a client high value idea each of these are
expressed across multiple disciplines through our idea management process.

People –

Stephen Garfield

Ceo

Toney Wright

Chairman

Kevin Allen

Vice chairman

Mathew bull

Global chief creative officer

LINTAS

Lintas is a global diversified services company with a track record for assisting
companies capture increased revenue, improved productivity and enhanced
customer loyalty. Our approach combines deep industry knowledge, functional
skills with repeatable processes and strong vendor alliances to deliver solutions
of significant economic value.

With decades of experience under our belt, the Lintas team has continually
exceeded customer expectations around the world. Our quality, responsive and
cost-effective approach is highly recommended by our clients.

Our global reach enables us to bring the best of the breed solutions to your
doorstep, thus empowering our client to compete effectively in this global
marketplace.

Everything's changed. And everything's still changing …

It's a scenario straight out of sci-fi.

Today's consumer seems to have metamorphosed almost completely, way

beyond anything that a marketer might have imagined.

Even a decade ago, visionaries like Asimov, Galbraith or Toffler might have been
hard-pressed to imagine the changes that would be driven by galloping
technology, rollercoaster economies and exponentially expanding markets.

But five years ago, sensing the early tremors of the impact on consumers and
markets, LINTAS pioneered and set up IMAG (Integrated Marketing Action
Group).

To track these changes.

To understand them.
To evolve strategies to address/combat them.

To put marketers and communicators one step ahead of the changing

environment.

What exactly is IMAG?

It is not just about breaking the clutter or optimizing Media costs.

IMAG believes that, for the consumer, only seeing (in a Print or TV ad) is no
longer believing. Because New Media like the Net provide the opportunity, the
consumer wants to touch, feel and experience the brand. If you cannot integrate
your brand into a particular target's lifestyle, you have little hope of engaging it on
a personal level.

The truly resonating brands of the future will be those that drive new lifestyles …
and are part of those lifestyles.

IMAG, therefore, is comprised of 8 specialist outfits.

Each outfit is an expert on one aspect of Integrated Marketing.

And the Group works as a full-service one-stop shop to provide 'Integrated'

Campaigns and Solutions.

Imagination is the marketer's strongest ally, the sixth sense that provides vision
for the future and then provides creative leaps and solutions to capture the
future.

Over the past five years, IMAG has closely studied the changing environment,
and IMAGine brings hard, practical sense to that sixth sense.
OBJECTIVE OF THE PROJECT

Primary objective

 The main objective of filed survey during the project was to find out the
market share of the WILLS LIFESTYLE and also calculate the display
share.
 Find out the positional outlet who can sale the WILLS LIFESTYLE product
in large volume.
 The main objective of research was to identify potential dealer and
development these dealer. So WILLS LIFESTYLE can make them their
direct dealer.
 Find out the problem faced by the dealer in sales and the distribution.

Secondary objective

 The Objective was to find out that how far the exhibitions are helpful in
branding,
 While purchasing the lifestyle material which parameter is most important
for the consumer?
 How frequently consumers change the lifestyle material?
 To enhances the knowledge of lifestyle material market.
 To increases the knowledge lifestyle material of WILLS LIFESTYLE.
 To enhances the knowledge about the marketing and branding activity.
 RESEARCH METHODOLOGY

Research methodology is considered as the nerve of the project. Without a

proper well-organized research plan, it is impossible to complete the project and
reach to any conclusion. The project was based on the survey plan. The main
objective of survey was to collect appropriate data, which work as a base for
drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research

problem. Research methodology not only talks of the methods but also logic
behind the methods used in the context of a research study and it explains why a
particular method has been used in the preference of the other methods

Research design:

Research design is important primarily because of the increased complexity in

the market as well as marketing approaches available to the researchers. In fact,
it is the key to the evolution of successful marketing strategies and programmers.
It is an important tool to study buyer’s behavior, consumption pattern, brand
loyalty, and focus market changes. A research design specifies the methods and
procedures for conducting a particular study. According to Kerlinger, “Research
Design is a plan, conceptual structure, and strategy of investigation conceived as
to obtain answers to research questions and to control variance.
Types of research are:

Descriptive Research

The type of research adopted for study is descriptive. Descriptive studies are
undertaken in many circumstances when the researches is interested to know
the characteristic of certain group such as age, sex, education level, occupation
or income. A descriptive study may be necessary in cases when a researcher is
interested in knowing the proportion of people in a given population who have in
particular manner, making projections of a certain thing, or determining the
relationship between two or more variables. The objective of such study is to
answer the “who, what, when, where and how” of the subject under investigation.
There is a general feeling that descriptive studies are factual and very simple.
This is not necessarily true. Descriptive study can be complex, demanding a high
degree of scientific skill on part of the researcher.

Descriptive studies are well structured. An exploratory study needs to be flexible

in its approach, but a descriptive study in contrast tends to be rigid and its
approach cannot be changed every now and then. It is therefore necessary, the
researcher give sufficient thought to framing research.

Questions and deciding the types of data to be collected and the procedure to
be used in this purpose. Descriptive studies can be divided into two broad
categories: Cross Sectional and Longitudinal Sectional. A cross sectional study is
concerned with a sample of elements from a given population. Thus, it may deal
with household, dealers, retail stores, or other entities. Data on a number of
characteristics from sample elements are collected and analyzed. Cross
sectional studies are of two types: Field study and Survey. Although the
distinction between them is not clear- cut , there are some practical differences,
which need different techniques and skills. Field studies are ex-post-factor
scientific inquiries that aim at finding the relations and interrelations among
variables in a real setting. Such studies are done in live situations like
communities, schools, factories, and organizations.

Another type of cross sectional study is survey result, which has been taken by
me. A major strength of survey research is its wide scope. Detail information can
be obtained from a sample of large population .Besides; it is economical as more
information can be collected per unit of cost. In addition, it is obvious that a
sample survey needs less time than a census inquiry. Descriptive research
includes survey and fact finding enquiries of different kinds of the major purpose.
Descriptive research is description of the state of affairs, as it exists at present.
The main characteristic of this method is that the researcher has no control over
the variables; he can only report what has happened or what is happening. The
methods of research utilized in descriptive research are survey methods of all
kinds including comparative and co relational methods. The reason for using
such needs to be flexile in its approach, but a descriptive study in contrast tends
to be rigid and its approach cannot be changed ever now and then.
 DATA COLLECTION METHODS

After the research problem, we have to identify and select which type of data is to
research. At this stage; we have to organize a field survey to collect the data.
One of the important tools for conducting market research is the availability of
necessary and useful data.

Primary data: For primary data collection, we have to plan the following four
important aspects.

 Sampling
 Research Instrument
 Secondary Data - The Company’s profile, journals and various literature
studies are important sources of secondary data.
 Data analysis and interpretation

1. Questionnaires
2. Pie chart and Bar chart

Questionnaires:

This is the most popular tool for the data collection. A questionnaire contains
question that the researcher wishes to ask his respondents which is always
guided by the objective of the survey.

Pie chart:

This is very useful diagram to represent data , which are divided into a number of
categories. This diagram consists of a circle of divided into a number of sectors,
which are proportional to the values they represent. The total value is
represented by the full create. The diagram bar chart can make comparison
among the various components or between a part and a whole of data.
Bar chart:

This is another way of representing data graphically. As the name implies, it

consist of a number of whispered bar, which originate from a common base line
and are equal widths. The lengths of the bards are proportional to the value they
represent.

Preparation of report:

The report was based on the analysis and presented with the findings and
suggestions. The sample of the questionnaires is attached with the report itself.

Sampling Methodology:

Details of the sampling methodology, I have made questionnaire. The one is

made for the Customer.

No. of questions in questionnaires for customer: 06

No. of question related to WILLS LIFESTYLE product: 03

No. of people met during the research: 200

No. of respondents during the research: 50

Sample unit

Professionals, Business Man, Employees, House Wife, Working Women,

Students
 LIMITATIONS

Every study has certain limitations. In my study, also there were certain
limitations, which I could not able to solve.

1. The research was conducted in a very small area.

2. My research work period witness the biggest ups and downs in product
sale of different brands, which affected the perception of the customer.
This was biggest drawback of my study.
3. Time factor was also important for me. I had only 60 days to complete my
research, for which a full-fledged report was insufficient for me.
4. The customer filled the questionnaire mostly in careless manner, so it was
difficult to make them hold for time.
5. I had only found the upper-middle class family to fill up the questionnaire,
but generally, an average middle class family was required for the study.
6. The sample size is also very small which represent my research on
consumer behavior
 FINDINGS AND ANALYSIS

WILLS LIFESTYLE RESEARCH

Section 1

(Consumer walking out of Wills Lifestyle store without shopping)

What prompted you to come to the store today?

• Sale
• New season launch
• Specific requirement
• Occasion
• Any other

The outcome of this question is as shown in the chart below

2
6

20
6

16

Sale New season launch Specific requirement Occasion Any other

This shows that the number of people comes to the showroom is much more
influenced by the sale and new seasons launches.
And the people are toeing for their requirement and price ranges in different
stores and then compare them for the best for them.
What is holding you back from shopping at WLS

• Too expensive (May as well spend the same money on a foreign

brand eg. LP, VH, Mango)
• Dint like the collection this time
• Size is a problem
• Odd fits (wrt men) – shirts too long
• Odd fits (wrt women) – meant for very thin women
• Old fashioned clothes
• Not enough variety in party wear / formal or casual wear
• They make everything but not specialist at any clothes line
• Limited variety in party wear / formal or casual wear
• Nothing distinctive in the design or the cuts
• There color and design don’t change from season to season
• Lacks badge value as there is no external monogram
• They make sober clothes, not stylish enough for me
• Is a cold alienating (snooty brand)
• I don’t think they make clothes that make me stand out
• Design are too sober and boring
• Metro sexual clothes ie. lack appeal for men
• Meant for older people
• Meant for younger people
• Any other

The result of this section is not much clear as some people are toeing for best
and they are not very confirmed in answering this question.

But as an overall result it shows that the market is concentrated with the
competition and so the customer is very conscious to the pricing and the style
also the young generation searches for the variety and ranges of latest design
and style.
Would you visit the WLS store again?

• If yes ( what would bring you to the store again?)

• If no (why not)

22%

78%

yes no

The pie above shows that the 78 % of toeing people will come to store again for
shopping and not more than 22% think that the other brands are much better
than the Wills so they don’t want to come back to the store again.
What will make you buy wills?

The response of this question is very interesting and useful for the company as
people responses very positive to this question.

The major findings of this question are

• The pricing of wills is not so affordable but after the discount during the
sale or during season attracts the shoppers to by Wills. Also the price is
very competitive with many other brands.
• The style range is moderate and for every occasions like party, sport,
casual, formal, office etc. so some shopper think that it one stop for all
lifestyle requirement.
• The quality is very key factor in the field of any business so the peoples
looking for the quality products comes naturally to this brand store.
 SECTION 2

Assessing Shopper Profile ( the sample size was 200)

Which brands are most often used brand (MOUB)- (MOST FREQUNTLY USED
BRANDS)

For Men For Women

Shirt Trsr Shirt Trsr Shirt Trsr Shirt Trsr
Allen Park Allen Globus
Solly Avenue Solly
Arrow M&S Arrow Lifestyle
Beneton Dockers Beneton Shoppers
Color Woods / Color Westside
plus Woodlands plus
Lee Raymonds Park Esprit
Avenue
Levis Nautical Levis Debenhans
Louis LP young Louis CK
Phillipe Phillipe
Provogue Debenhans Provogue Wrangler
Van Zod VH Guess
Heusen Women
Wills Parx Wills Gas
Zodiac Tuscan M&S Replay
Verve
Mango CK Mango Lerros
Tommy Guess Tommy Sisley
Hilfiger Hilfiger
GAP Replay Bizzare Kazo
Lerros Gas
Lacoste
 Gas 2 6
Replay
3 4
Guess 2 4
CK 8 9
Tuscan Verve 4 8
Parx 5 6
Zod 3 5
Debenhans 2 4
LP young 1 2
Nautical
1 9
Raymonds 6 9
Woods / Woodlands 4 7
Dockers 2 6
M& S 5
5
Park Avenue
8 9
Lacoste
4 8
Lerros
2 7
GAP 2 3
Tommy Hilfiger
1 3
Mango 2 6
Zodiac 4 8
Wills 8 9
Van Heusen 5 6
Provogue 1 2
Louis Phillipe 2 7
Levis 7 9
Lee
4 9
Color plus 2
2
Beneton 3 8
Arrow 4 6
Allen Solly
7 8

0 2 4 6 8 10

Shirt Trsr

FOR MEN
 Kazo 8 9
Sisley 4 8
Lerros 5 6
Replay 3 5
Gas 2 4
Guess 1 2
Wrangler
1 9
CK 6 9
Debenhans 4 7
Esprit 2 6
Westside 5
5
Shoppers
8 9
Lifestyle
4 8
Globus
2 7
Bizzare 2 3
Tommy Hilfiger
1 3
Mango
2 6
M& S 4 8
Wills 8 9
VH Women 5 6
Provogue 1 2
Louis Phillipe 2 7
Levis 7 9
Park Avenue 4 9
Color plus 2
2
Beneton 3 8
Arrow 4 6
Allen Solly
7 8

0 2 4 6 8 10

Shirt Trsr

FOR WOMEN
How often do you wear your preferred Brand ( top two preferred brands)

Brand 1 Brand 2

50 46
45
40 39
37
35 31
30 28
25 23 23
20
15
15 12 12
10
5
0
2-3 Times

Once a

fortnight

Once a

Less often
a week or

Once a

month
week
more

As we can understand that the customer purchasing behavior for the two brands
from the graph shown above.

The most of the shoppers are purchasing their favorite brands in a fortnight and
also some in a month.

Note : the number of persons who responds to this question was 133 among
the total sample size.
How often do you wear Wills Lifestyle Brands

Wills Wills Sport Wills Wills Signature

Classic Clublife
(casual (Designerwear)
(office wear) wear) (party wear)
2-3 Times a week or
more
Once a week
Once a fortnight
Once a month
Less often

Less often

Once a month

Once a fortnight

Once a week

2-3 Times a
week or more

0 50 100 150

Wills Classic (office wear) Wills Sport (casual wear)

Wills Clublife (party wear) Wills Signature (Designerwear)
When was the last time you visited a wills lifestyle store?

More than 12 month ago ……………

Last 9-12 month
Last 6-9 month
Last 3-6 month
Last month
Don’t know / can’t remember (do not show or
read)

8 10
28
47

43

64

More than 12 month ago

Last 9-12 month
Last 6-9 month
Last 3-6 month
Last month
Don’t know / can’t remember (do not show or read)
Anexture 1

WILLS LIFESTYLE RESEARCH

Name of respondent:

Profession:

Gender: M…. / F….

Type of Shopper Yes No

Ever Shopped
Not This Time
Never Shopped
Regular Shopped

Section 1

(Consumer walking out of Wills Lifestyle store without shopping)

2. What prompted you to come to the store today?

• Sale
• New season launch
• Specific requirement
• Occasion
• Any other
3. What is holding you back from shopping at WLS
• Too expensive (May as well spend the same money on a foreign brand eg.
LP, VH, Mango)
• Dint like the collection this time
• Size is a problem
• Odd fits (wrt men) – shirts too long
• Odd fits (wrt women) – meant for very thin women
 • Old fashioned clothes
• Not enough variety in party wear / formal or casual wear
• They make everything but not specialist at any clothes line
• Limited variety in party wear / formal or casual wear
• Nothing distinctive in the design or the cuts
• There color and design don’t change from season to season
• Lacks badge value as there is no external monogram
• They make sober clothes, not stylish enough for me
• Is a cold alienating (snooty brand)
• I don’t think they make clothes that make me stand out
• Design are too sober and boring
• Metro sexual clothes ie. lack appeal for men
• Meant for older people
• Meant for younger people
• Any other
4. Would you visit the WLS store again?
• If yes ( what would bring you to the store again?)
• If no (why not)
5. What will make you buy Wills?
 SECTION 2

Assessing Shopper Profile

1. Age:
Males ……….. 22-25 yrs ………
Females 26-30 yrs
31-35 yrs
36-40 yrs
2. Which brands are most often used brand (MOUB)- (MOST FREQUNTLY
USED BRANDS)

For Men For Women

Shirt Trsr Shirt Trsr Shirt Trsr Shirt Trsr
Allen Park Allen Globus
Solly Avenue Solly
Arrow M&S Arrow Lifestyle
Beneton Dockers Beneton Shoppers
Color Woods / Color Westside
plus Woodlands plus
Lee Raymonds Park Esprit
Avenue
Levis Nautical Levis Debenhans
Louis LP young Louis CK
Phillipe Phillipe
Provogue Debenhans Provogue Wrangler
Van Zod VH Guess
Heusen Women
Wills Parx Wills Gas
Zodiac Tuscan M&S Replay
Verve
Mango CK Mango Lerros
Tommy Guess Tommy Sisley
Hilfiger Hilfiger
GAP Replay Bizzare Kazo
Lerros Gas
Lacoste
 3. How often do you wear your preferred Brand ( top two preferred brands)
Brand 1 Brand 2
2-3 Times a week or
more
Once a week
Once a fortnight
Once a month
Less often
4. How often do you wear Wills Lifestyle Brands

Wills Wills Sport Wills Wills Signature

Classic Clublife
(casual (Designerwear)
(office wear) wear) (party wear)
2-3 Times a week or
more
Once a week
Once a fortnight
Once a month
Less often

5. When was the last time you visited a wills lifestyle store?
More than 12 month ago
Last 9-12 month
Last 6-9 month
Last 3-6 month
Last month
Don’t know / can’t remember (do not show or
read)
6. Which car do you drive?

Anexture 2

Buying Process audit

Name;
Age; Sex;

Preferred brands;

Formal Casual

Realization; (When, Where and how do consumers

enter?

Are there important groups Who never

make it—Out right rejecters?

- do you decide the need to buy the

category/pdt first eg formal Trousers/
denims; of decide on the brand itself?

- Are there obvious Physical, emotional

or environmental cues, occasions, new
season launch that put people in the
market? (e.g, bored, run out, enter a
particular mall or super market aisle
.friend’s marriage summers etc)
Investigation (How do consumers begin to make
their choices?)

- what steps do you take to decide

which brands to buy?

- Ie-What Kinds of resources do they

use?

E.g making enquiries, browsing

shelves, leafing through catalogues,
 chatting to friends, shopping channel,
internet search, free trials, autopilot
loyalty ete .
Involvement (The steps customers may take, create
or ensure a specific Preferred choice)
Participation in the selection of Product
or service selected.

Participation can:

Short listing and then trying

Seeking approval from

companion
Acquisition What final steps do consumers use to
actually gain ownership or possession
of the product

Include comparison of items (perceived

quality/value for money, checking
contents), discussion of need with staff
touching/feeling one product in relation
to another)

[finally making up mind before final

purchage]
Consumption It’s the act of using the newly
purchased product or service

- who else shares the moment

with you when you wear your
new purchase?

- Who else is there to influence it?

Conversation What are the positive expression of
satisfaction or enjoyment that you
share with others

- check for compliments

- do you give advice or referrals
- do you talk about the specific
service or range to others
- do you offer to take you friends /
family there

- do you buy gifts from there for

others to express your approval
of the brand / pdt
How did your favorite brands make an
entry in your life?

How does a new brand make an entry

in your life?