About The Company

Type Industry Founded Headquarters Key people Private Retail 1978 Pondicherry, India Dilip Kapoor, President Kunal R Sachdev, CEO 3000 www.hidesign.com

Employees Website

Case At Hand
How to increase the footfalls at HiDesign exclusive outlet ?

SWOT ANALYSIS
Strengths: Global presence Quality leather product First one to introduce luxury retailing in India in terms of leather products. Business run by ethics and represented a concern for the environment. Superior quality in comparison to various brands.

SWOT ANALYSIS
Weaknesses: High pricing of products. Target customers are only the higher income people. Brand is not that much popular due to very little or almost no promotion at all. Less offers and discounts.

SWOT ANALYSIS
Opportunities: More retail stores should be opened up in suburban areas. More penetration in most parts in India by means of sponsoring events and ad promotions. Should opt for a brand ambassador who matches the value signified by the brand in order for endorsement. Should set their vision as a brand for the Young Generation, who are also known to be shopaholics.

SWOT ANALYSIS
Threats: More local competitors, especially the Indian handicraft market bringing new and innovative designs and products in the same. Many foreign popular players viz. Tata Rafael, Mango, Aldo etc. entering the Indian Market in the same category and increasing brand awareness of potential Indian consumer towards the same.

Stats in Present Scenario at Stores

Particulars 1. Store Size 2. Avg. Bill Size 3. Avg. Footfalls 4.Catchment of customers Pondicherry 4000 sq. ft Rs. 4300 125-200 Delhi 400 sq. ft Rs. 3500 30 Chennai 495 sq. ft Rs. 3500-4000 20 Mt. Nagar, Anna Nagar, Alwarpet & Adyar.

International & South Delhi and Domestic Gurgaon. tourists, weekend shoppers from Chennai & Bangalore

Pune-Aundh Store Stats

Location: DP Road, Opp. CCD, Aundh-Pune Store Size: 350 sq. ft Avg. Bill Size: Rs. 3000 Monthly Revenue: Rs. 3,20,000 Avg. Footfalls: 7 Catchment of Customers: Elite and fashion concious crowd of Aundh, Baner, Kothrud, Balewadi area.

PUNE-AUNDH, HIDESIGN OUTLET

MEASURES TO INCREASE FOOTFALL

Use of visual merchandising to catch the eye of the customer as products look better on mannequin rather than just being placed in shelves. The stores should be set-up in crowded locations like in a Mall, where people tend to experiment more with options rather than in secluded regions with no potential crowd. There should be more focus on advertisements and endorsements of the brand, because they contribute to a popularity of the brand creating interest in the consumer to try out the particular band experience. Sponsoring events like Fashion Shows creating awareness about the brand in the targeted population.

Social Media Promotion Methodology

Social media promotion first step should aim at creating more popularity by means of Facebook Page for developing a huge fan base. Buying Facebook ads which are displayed when any searches are made which are relevant to our products offered, creating awareness among the people by flashing our brand ad at that instance. Posting new collection images on the Facebook page and Twitter account thus giving the consumers insight on the same and at the same time leading to an increase in footfall as people will take interest in testing out the new collection.

Customer focused Product Development

New Breed of Shoppers
More Choice, more educated, more savy and demanding.

Responding to current industry trends. Identifying the need for the product in the market. Some more successful annual campaigns include the Art of Reuse and the Pink Ribbon collection.

Integrated Marketing Activities

Using its stores and all the marketing mixes carefully in promoting the brand Targeted segments rather than masses

ATL & BTL activities: Print ad Wide media coverage to press conference by company Merchandising & display in retail environment Bollywood Parties and Fashion Shows. Promotional activities and events