Course Title:

Retailing & Distribution

Topic:
Comparison Shopping and Retailers Analysis

Submitted by:
Adeel Warriach (F2021302001)

Program:
MSCM (2 years)

Submitted to:
Madam Fatima Ansari

University of Management and Technology, Lahore

Part A: Comparison Shopping

We are going to perform a comparison of shopping parameter of Uniworth, Bonanza & Edenrobe.
Parameter Uniworth Bonanza Edenrobe
Variety (Variants) Shirts, Trousers, Suiting Ready to wear, Fragrances, Women, Men, Boys, Girls, &
Formal Wear, & Men Clothing, Bed Sheets Fragrance.
Accessories & Unstitched
Service Medium Service, Return & High Service, Return & Average Service, Home
Exchange Policy Available Exchange Policy Available Delivery & Return Facility
Available
Price Ocean Deals: Obtainable Ocean Deals: Obtainable Ocean Deals: Obtainable
Discount: Give less Discount: Give high Discount: Give medium
discount discount for example 50% discount
or 60%
Location Branches are located in big Their number of branches Branches are located in main
towns and malls are hefty comparing these boulevards and big malls.
two brands and they can be
easily located in malls and
towns.
Promotion Uniworth don’t use EDLP Bonanza use EDLP Edenrobe use this strategy
Strategy. Strategy the most only at events.
comparing these brands.
Design & Display Advertising through Flex & Advertising in store through Advertising through LCD’s &
TV Commercial. LCD’s, brochures & Flex. social media marketing.
Suggestion  They should Target  They should not use  They should Improve
Women & Children stall of Fragrance in customer service
 Improve customer malls because  Provide more discount
service customer will only buy  Should apply EDLP
 Provide more discount one product which is Strategy
and used EDLP perfume.
Strategy
 Promote in store
advertisement through
LED

University of Management and Technology, Lahore

Part B: Retailers Analysis

1. Uniworth

a) Store layout, display & Visual merchandising techniques are used by uniworth but they need
Appearance to focus more on the visual merchandising technique. Uniworth is trying to attract office going
people and business people.
b) As a customer when I entered uniworth I did not experience premium formal apparel shop due
to casual ambiance.
c) The store layout was medium but it was easy to finds thing because outlets are small in
space.
d) Yes, layout facilitates purchases.
e) Uniworth outlet is smaller in size so they are use basic layout, but they should utilize their
space in such a manner so that customer is facilitated.

Fixture a) Lightening and structure space are average but do not capture mood because of casual
ambiance, ambiance is not built for office going persons and business persons.
b) Fixtures and furniture are good to go and presented in way which is appealing for
customers.
c) Fixtures portray a very basic image but do not create a specific environment for a formal
shopping.

Promotion a) Arrows indicating on floors and walls. Wallpapers which advertise their models, These
signage helps in increase of sales.
b) No, Uniworth didn’t use wall space creatively.
c) Yes, the staff is cooperative and they sometimes help you in choosing your outfit.
d) Staff image is formal and their uniform tone matches with the ambiance of shop.

Merchandising a) No, retailer did not employed any technique to make there space look creative. Outlets
are already small in size and products are too many.
b) Yes, there were mannequins placed in outlet which were presenting slim fit suits which
attract customers. My suggestion is that they should increase their mannequins.
c) For improving their sales Uniworth need to make their ambiance more formal which
appeals business person and image should be made for a premium formal wear.

University of Management and Technology, Lahore

 2. Bonanza Starngi

a) As a customer when I enter Bonanza I experience a place where I can purchase anything.
Appearance Everything was presented well in such manners and sections that were appealing to me.
b) The store layout was built to the point and structured creatively.
c) Yes, layout facilitates purchases.
d) Bonanza outlets are built and maintain with latest trends, in my opinion there are no such
suggestions for this brand because every technique is applied to the point.

Fixture a) Lightening and structure space are highly matching the outlet and capturing the mood
because of casual ambiance, music, displays and other attractive things.
b) Fixtures and furniture are good to go and presented in way which is appealing for
customers.
c) Fixtures portray a very premium image although their prices are not so high and create a
friendly environment for desired shopping.

Promotion a) Arrows indicating on floors and walls. Sections are named properly. Wallpapers which
advertise their models, this signage helps in increase of sales.
b) Yes, Bonanza used wall space and placed their display items, mannequins and racks with
a proper many which also attract customer in terms of psychology.
c) Yes, the staff is very cooperative and friendly, they always help in assisting customers.
d) Staff image matches with the ambiance and color scheme of brand and they are
appealing to customers.

Merchandising a) Yes, retailer employed all techniques to make there space look creative. Outlets are
already structured in the way they should be.
b) Yes, there were mannequins, display items and other appealing things and 3d models
were placed in outlets.
c) For improving their sales better Bonanza need to increase their number of branches in
other cities too and also launch loyalty programs and shopping cards to their customers.

University of Management and Technology, Lahore