WINTER INTERNSHIP

PRESENTATION ON BRAND
FACTORY - DUMDUM

Guided By : Submitted By :

Mr. Amit Sadhwani Mriganka Das

Marketing Head, East Zone MBA MKT.II
Brand Factory Pune Institute of Business Mgt.
PROJECT INFORMATION
• A study on understanding customer behavior
Title in order to develop customer loyalty towards
Brand Factory.

Area • Brand Factory -Dumdum

Time Period • 30th December to 31st January

Sample Size • 280

Objective • To understand the level of satisfaction.

• To identify the factors causing
s dissatisfaction.
SECTOR INFORMATION
US $ 1.7 tn by the end of 2020.

10 % to GDP

8 % share in Employment.

3x growth in organized retail.

Ranked no. 02 in Global Retail Development Index 2019.

Segment-wise contribution
Contribution of Organized retail 1%
7% 3%
2%
Organized Unorganized E-Tail 4%

3% 9%
9%

10% 64%

Food & Grocery Apparel & Footwear

Consumer Durables & IT Health & Entertainment
Beauty & Personal Care Jwellery and Accessories
88% Home Décor and Furnishings Others
CUSTOMER LOYALTY AND CUSTOMER LOYALTY
PROGRAMS
 Devotion towards a particular company/brand.
 Begins with Customer Satisfaction.

Why it is important ???

“A leaky bucket cannot contain water for long

time”
LOYALTY PROGRAMS BY BRAND
FACTORY
 BRAND FACTORY
DUMDUM
 Hot area : Ground Floor(Female)
 Warm area : 3rd Floor(Youth)
 Cold area : 2nd Floor(Formal)
 Footfall : Avg. 400 per day.
 Average billing : 150-200 per day.
 Most selling brands : Buffalo, Bare Denim, Duke, Punk.
 Lowest selling brands : Classic Polo, EdHardy.
POSITIVE VIEWS ON MY STORE
 Utilization of floor space and
mannequins.
 Connectivity to market area.
 Good ambience.
 Dedicated Ground floor CSD staff.
 Creative Visual Merchandising.
SWOT ANALYSIS OF MY STORE

STRENGTHS :
 Convenience and wide range of products under one roof.
 Large workforce.
 Regularly updates display which adds a feeling of new to
the customers.
 Creative Visual Merchandise Manager

WEAKNESS :
 Average footfall of 400 per day but billing only 150-200
per day.
 Old/outdated stock.
 Unavailability of size/ right fit.
OPPORTUNITY :
 Less competition in the area.
 Tapping the college and school students.
 Less organized retailers in the area.
THREATS :
 Reliance Trends at a distance of 1.4 km.
 Unorganized retailers selling at low prices.

STP
Segmentation Targeting Positioning
Everything to
Cost conscious Youth and everyone in
group Shopaholics profitable manner
MAJOR FINDINGS OF THE STUDY
Chart 1 : Outlets visited by customers Chart 2 : Reason of dissatisfaction
regularly Did not like the
behavior of staff
Unhappy6% with the
quality of products
6%

Did not get the

Westside right size
7% 16%
Reliance Trends
13%
Online Brand Factory
4% 44%
Max
6% Did not like the offer
Citystyle 3%
FBB
Big2%Bazaar
3%
2% I am satisfied
Pentaloons 69%
19%

Outlets visited : To attract those customers who chose the option of shopping regularly
at Pantaloons, Westside, Reliance Trends, and Max. BF Dumdum can identify the
differences in the areas like visual merchandising, and marketing strategies adopted by
them.

Reason of dissatisfaction : As majority of the customers complained of not getting the

right size and right fit. An analysis should be done on sizes being sold at the store most
and that particular size should be supplied to the store in bulk.
Chart 3 : Purpose of purchase
Recommendation by Festival/Celebration
family, friends,
Chart 4 : Time spent at store
9%
colleagues 45%
4% Gifting
8% 40%
Needed more 35%
formal wear
3% 30%
Replace old clothes
36% 25%
Needed more casual
wear 20%
11%
15%
10%
Routine visit
6% 5%
0%
Upto 30 mins 30-45 mins 45-60 mins More than an hour
Saw
promotions/Ad
vertisement
23%

Purpose of purchase : The frequency of people buying in that location is mostly 3-6
months and majority of the respondents visited the store mostly to replace old
clothes. Therefore, BF Dumdum can launch ‘The Brand Stock Exchange’ in every
quarters.

Time spent : As majority of the customers spend 30 – 60 minutes at the store. To

increase this a small section of the store can be allocated to a popular eatery brand.
This can also lead to increase in number of footfalls, and number of billings.
TASKS PERFORMED
 Approach corporates for SOH – Space on Hire

 Responding to Customer Queries

 Driving BTF – Be The First & Payback Card Registration

 Collected BTF Report of All East Zone BF stores.

 Collected Promo Feedback of All East Zone BF stores.

 Suggested social media gaming competitions for BF-Guwahati Store

 Visual Merchandise

 Handled Employee Conflicts

 Prepared the Marketing Calendar of East Zone for the year 2020.

 Made billings and Final Packaging and sold 6 VIP duffle bags