life style topic

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An attractive combination of infinite beauty, endurance and romance, this section of Lifestyle offers a

selection of aromatherapy and natural products in various fragrances and colors, which makes the

products very exotic and unique.

Award of life style in India

Lifestyle India won ³ The Most Respected Company in the Retail Sector´ award by Business World, in

2004 and 2003.

Another award Lifestyle won for ³KSA Technopak for Excellence in Retail´ by ICICI in 2005.

Lifestyle got another award by Images Retail for ³ The Most Admired Retailer of the Year ±

Departmental Store´, 2008.

Award by Fashion Award of Lycra Images for the ³ The Most Admired Large Format Retailer of the

Year´, 2006.

Retailer of the Year, 2006 was awarded by Reid & Taylor.

INTRODUCTION TO RETAIL INDUSTRY-

Introduction of Indian Retail Industries:

Retail is India¶s largest industry, accounting for over 10 per cent of the country¶s GDP and

around eight per cent of the employment. Retail industry in India is at the crossroads. It has

emerged as one of the most dynamic and fast paced industries with several players entering the

market. But because of the heavy initial investments required, break even is difficult to achieve

and many of these players have not tasted success so far. However, the future is promising; the

market is growing, government policies are becoming more favorable and emerging technologies

are facilitating operations. Retailing in India is gradually inching its way toward becoming the

next boom industry. The whole concept of shopping has altered in terms of format and consumer



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buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as

seen in Sprawling shopping centers, multi-storied malls and huge complexes offer shopping,

entertainment and food all under one roof. The Indian retailing sector is at an inflexion point

where the growth of organized retailing and growth in the consumption by the Indian population

is going to take a higher growth trajectory. Another factor is large young working population

with median age of 24 years, nuclear families in urban areas, along with increasing working-

women population and emerging opportunities in the services sector are going to be the key

growth drivers of the organized retail sector in India.

Benefits of Retailing:

Retailing is good for national economies where it has positive influence on influence on inflation

and product availability. It also creates fortunes for its owners and is a tremendous source of

employment. India has been virtually the only developing country in the world that has been

extremely slow in adopting this organized pattern of retailing.

Better quality products

Employment opportunities

Better social infrastructure

Enhanced foreign exchange

Benefit to tourism

Better showcase for exports



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Indian Retail Scenario:

Retailers in India have to experiment with formats maintaining scalability in terms of segments,

along with deepening penetration levels. Traditionally Indian Retail can be traced back from

Weekly Markets, Melas, and Village Fairs in Small towns and villages to Kirana stores, PDS

outlets, Khaki Bhandaar, co-operative stores in Urban cities. The wave of retail began with

various textile manufactures like Bombay Dyeing, Raymond¶s, S Kumar¶s, and Grasim foraying

into selling the product through their outlets and competition among FMCG players driving the

forces towards retailing.

The evolution of retailing lead to an emergence of various formats like Shopping malls,

Super-marts, Hyper-marts, Departmental Stores, Apparel Stores, etc. catering to majority all

sectors of society providing the all important 3Vs ± Value, Variety and Volume.

India is the country having the most unorganized retail market. Traditionally it is a

Family¶s livelihood, with their shop in the front and house at the back, while they run the Retail

business. More than 99% retailers function in less than 500 square feet of shopping space. Global

retail consultants KSA Technopak, have estimated that organized retailing in India is expected to

touch Rs 35,000 crore in the year 2005-06. The Indian retail sector is estimated at around

Rs900,000 crore, of which the organized sector accounts for a Mere 2 per cent indicating a huge

potential market opportunity that is lying in the waiting for the consumer-savvy organized

retailer .Purchasing power of Indian urban consumer is growing and branded merchandise incategories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery, are

slowly becoming lifestyle products that are widely accepted by the urban Indian consumer.

Indian retailers need to advantage of this growth and aiming to grow, diversify and introduce

new formats have to pay more attention to the brand building process. The emphasis here is on

retail as a brand rather than retailers selling brands. The focus should be on branding the retail

business itself. In their preparation to face Fierce competitive pressure, Indian retailers must

come to recognize the value of building their own stores as brands to reinforce their marketing

positioning, to communicate quality as well as value for money. Sustainable competitive

advantage will be depended on translating core values combining products, image and reputation

into a coherent retail brand strategy.



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Growth of Organized Retail in Indian Cities:

Organized Share of retail sector is expected to increase to 8-9 percent in 2010-11 from 6 percent

in 2008. The Retail sector contributes to around 36 percent of GDP in India and is largest

employment generator. The sector is dominated by small-scattered unorganized regional players,

large players contributing to meager 10 percent of the total pie. Organized retail is at its nascent

phase wherein the large organized retail groups are having aggressive expansion plans to

penetrate the Metros and Tier I cities and establish themselves amongst rural masses of Tier I

and Tier II cities.

VISION 2010:

The past 2-3 years have seen a number of developments in the retailing business in India. The

entries of corporate houses like RPG, Tatas and Piramals have increased the capital availability

in the market. Bigger players like Shoppers Stop are in a position to take advantage of their sizes

in dealing with the manufacturers. Despite a slowdown in the economy, customer queues at the

stores are not decreasing. Retail sector is bound to grow in the coming years. But how much and

in what direction are the questions that need to be evaluated. Various agencies have made

different estimates of the size of organized market in 2010. The one thing in common amongst

these estimates is that the Indian organized Retailing industry will be very big in 2010 .Analysis

of present trends, and development of retailing elsewhere, we present our perspectives and

snapshots of organized retailing, as it would exit in 2010.

MISSION STATEMENT-

We shall deliver Everything, everywhere, every time for every Indian Consumer in

the most profitable manner.



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VISION STATEMANT-

We share the vision and belief that our customers and stakeholders shall be served only by

creating and executing future scenarios in the consumption space leading to economic

development .

TOTAL FIGURES OF Life Style

y Retail turn over Rs1000 million.

y Retail space more than 30 lacs sqft.

y Total store more than 180.

y Total states covered 24.

y Total employee +20000.

y Target growth rate 286% achievement 156%.

Investment Rational:

Life style sells ready-made apparels (including its own brands) and wide range of household

merchandise and other consumer goods such as footwear, toys, watches, toiletries, grocery items,

sports items, crockery, gift and novelties. Life style is value Retail Company catering to middle

and lower middle income groups. As Apparel segment contributes 63 percent; it has plans to

focus more on home take over. To reduce cost, company does in-house production of apparels,

Procurement of goods directly procurement of goods from the small and medium size vendors

and manufacturers. Efficient Logistics and distribution system along with customized product

mix at stores depending on the regional customer behavior and preferences. Plans of penetrating

deeper into Tier 1 and Tier 2 cities to bank upon early mover advantage, where organized retail

is yet to make a significant mark, which will help establish and build customer loyalty prior to

other players. Higher margins of around 5-6 percent in private labels which account for 10

percent of sales in FY07.



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Their Competitive Strengths:

It believes that the following are their principal competitive strengths which have contributed to

their current position in the retail sector in India .Their business plan involves implementation of the concept of the value retailing ,targeting the middle and lower middle income groups, which

constitute majority of the population in India .It intend to provide quality products at

competitive prices. It sells a vast range of merchandise across apparels and accessories,

FMCG(frequently marketed consumer goods)products, food products and consumer durables

with over 74,000 SKUs .Their emphasis has been to maximize the value that the customers

derive in spending on goods bought in their stores. And continuously reduce their costs through

a variety of measures, such as, in-house production of apparels, procurement of goods directly

from the small and medium size vendor and manufacturers, efficient logistics and

distribution systems along with customize product mix at their stores depending on the regional

customer behavior and preferences. Central to their value retail strategy is to pass on the benefits

of cost reduction measures to their customers



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OBJECTIVE-

PRIMARY OBJECTIVE :

y To earn practical knowledge

y To study the selling ambience and store design in Life style mega mart jammu1

y To find the factors which are behind the change of layout in store.

SECONDARY OBJECTIVE:

y . To identify the performance of store operations.

y To understand the effective display maintained in the store.

y . To understand the activity of promoting the sale of goods, especially by their presentation

in retail outlets

y To determine the customer thinking about new layout.

y . To understand the availability of products in the store.

y .To identify the effectiveness of atmospherics in the store

y To know which factors increase the footfall in store.

y To know about its strengths, weaknesses, opportunities & threats.

FIRST RETAIL STORE IN Jaipur in this area

On February 10, 2007, Life style Retail Limited opened Life style Mega Mart in Jaipur for first

time.

POISTION AT THAT TIME-

Company has about 50 stores situated at 37 locations and has retail area of 1,240,348 square feet.

Mall offers garment, household products and FMCG at 15 to 20 percent less than other garment

labels.



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TAR GET-

It targets middle class segment and provide them full value-for-money without affecting quality

of products.

ADDRESSS

MOBILE NO.

STORE BUILT AREA-18900sq.ft

RETAIL FORMAT- DEPARTMENTAL STORE.

BUILD PLAN- STRUCTURAL DESIGN

PRODUCTS OFFERED BU LIFE STYLE JAIPUR

HOME FURNISHING

Drawing Room Bedroom Curtains Pillow Cover

Door Mat Bed Sheet Apron Bath Mats

Carpet Pillows Kitchen Napkin Towel Gift

Sets

Kitchen Bathroom Rugs.

FOOD MART

FOOD &

BEVERAGES

SPORTS & FITNESS



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Basket Ball Cricket Bat Swimming

T.T. Bat Football Costumes Tennis Racket

Boxing Kit Lawn Tennis Water Ball Tennis Ball

Fitness Equip.

FOOTWEAR

BOYS GIRLS Shoes Slippers Sandals Sandals

LADIES MENS Shoes Shoes Slippers Slippers

TELEMART

Communication Mobile

Accessories

Mobile Mobile Batteries

Mobile Charger

Mobile Dori

MENS:

Upper Lower

Shirt Casual Jeans(MP) Shirt Formal Cotton

Trouser(MPC)

Ethnic & Sports Winter Wear Night Suits Suit(WMC)

T-Shirts Blazer(WMB) Dupatta Windcheater(WMW)

LADIES



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ACCESSORIES

Upper Lower Kurta, Pants, Jeans Ethnic Winter Wear

Skirt, Top, Capri Nighty Jackets

Lancha Stawl Sharara Blazer

Salwar Suit Track Suit

INFANTS:

Garments Accessories

Hats Frock, Under Garments

Baba Suit Socks

Winter Wear

Sweater Pull Over

WOMEN:

Sarees Personal Items

Fancy(SRF), Cap(LCA) Synthetics Socks(Las), Banarsi

Jewellery Cosmetics

Necklace, Lip Gloss Ring, Nail Polish



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K IDS BOYS :

Lower Sets Winter Wear

Jeans, Night Suit Baba Suit Blazer

Bermudas Dungries Jacket

Upper Ethnic

Shirt Formal and kasual wear Pyjama,jeans

T-Shirt ,Sherwani, Kurta

K IDS GIRLS :

Lower Sets

Hot Pant, Night Suit Skirt

Dungries Capri Set

Upper Ethnic

Tops Frock

TR AVEL

ACCESSORIES :

Luggages, Portfolio Bags Suitcase, Shoulder Bags

Pouch & Cases Waist Pouch School Bags



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Vanity Cases Executive Bag

HOUSEHOLD :

Acrylic Ware Copper Steel Dinner Se,t Mug, Cake Server

Home Aids Pressure

Cooker, Non Stick

Floor Wiper, Cooker Handi

Sanitary ,Brush, Pressure Pan,

Dosa Tawa

General Plastic

Goods

Mugs Buckets

Electrical

App.

Microwave, T.V, Iron Juice maker, coffee maker,

LCD, music syste, Oven

Bone China Coffee Mug ,Chopper ,Soup Set

Glass Ware Thermo

Ware Porcelain

Cup Tiffin Cup & Saucer Lemon Set Container

Accessory

Time Zone Opticals Gifts &

Novelties

Ladies Wrist

Watch



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Ladies Sun

Glass Flower Vase

Mens Wrist

Watch, Mens Sun Glass Key

Chain

Perfumes , wall clock, Belts,

Bags, Wallet.

Mens

Accessories

Calculator ,Deo

TOYS & GAMES

Soft Toys Dolls Cycles &

Scooters

Barbie Doll ,Cycles

Musical toys Non-Musical Other Dolls

Scooters

Board Games, Infant

Toys

Video Games

Wooden

Blocks, Teether T.V. Video

Game

Puzzles Swing Hand Video

Game

STATIONARY :

School Office Paper Mart Exam Board Office File Diary

Clay Punching Machine File

Party Stuff Balloons



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Ribbons

GANDOLA MAR K ING-

The objective to mark storage location with a unique code is to identify the exact location

without getting into physically verified in the store.

CUSTOMER SERVICE-y Grooming, customer support.

y Dusting, organize, checking of sinages.

y Stock sheet maintained replenishment, physical counting and retagging.

y Less damage, guantity of stocks brought from DC its counting in DC (Distribution Center)

store and on floor before display , vigilance of stock and customers.

LEARNING AREA-

y I learnt the display techniques.

y Customer perception about the new layout by doing the changing in the store design they

want to develop the interest in customer and customer think that there is some thing new in

mart and this new design is increasing the footfall in mart.

y Products should be displayed according to their mother¶s company.

y Their sale has been increased due to new store layout.

y Signage plays an important role and it should be bold and well communicated.

y Aisles play a vital role in store design.



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y Selling of products with good ambience

MAJOR AREA OF CONTRIBUTION IN SALE-

y .Apparel 63%

y Non apparels 22%

y Fmcg 15%

SEASON OF RETAILING IN LIFE STYLE MEGA MART-

SUMMER -

March to Aprils.

May to June.

AUTUMN-

July to August.

Sep to October.

WINTER -

Nov to Dec.

Jan to Feb.

PRICING ± if we talk about pricing of lifestyle than it a store foe middle and upper middle

class family. Price are not so high in life style .As we know that life style is the brand of land

mark tha tis a very bisfg retail brand. Being a part of big retail chain price are not too high

because they they got there all product in bulk in lower price that¶s pricing is not too high.

To reduce price they use different kind of strategy

1Using National brands

2..ODD PRICING1.

3NEGOTIATION WITH VENDOR



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1.Using national brands- it means they are using national brands those are providing good

quality product and they do not have to pay duty for this that¶s price are not too high.

These are the main strategy of land mark group for pricing.

2. Odd pricing ± This is the main strategy of life style of pricing .In this they set there price in

odd like 999/-and 499/- only by this it gives the feeling of less price but we are paying 500 but

whan we say 499 than it not look like so much .

LAY OUT OF LIFE STYLE JAIPUR

This is the present layout of Life style. There are there layout design of Ground floor , First fland

Second floor. It will shows the proper displaying gondolas, fixture, proper aisles to move,

location of departments, office, bathrooms , cash counter, exit and enterance, try room and it will

show you the location of each segments i.e location, Apparel displaying location etc. With you

can see the interior design of store. IN this store they use different kind of layout .

DISPLAY AND STOR AGE UNITS-

y Wall gondola.

y Floor gondola.

y Bins.

y Rounder

y Palettes.

y Tiny binny

y Ramp 1 stairs

y Chiller (1 chiller=2 gondola)

IN THE NEXT PAGES-



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WAY OF DISPLAYING MERCHANDISE IN STORE-

SIGNAGE AND DIPLAYING PLAYS A VITAL ROLE IN STORE .

According to the new instruction from Delhi in FMCG section they will not be displayed thethings in bins and now any thing which has not good sale it will be display in cartoons and it will

be easily accessible by the customer. It helps to grab the attention of the customer.



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COMMUNICATE THE SCHEMES&OFFERS-

Aware the customer what offer is going inside by the proper signage on the display board.

AWARENESS OF NEW PRODUCTS-

In Life style when the new products come which they think that it will contribute to increase the

sale, it displays near by cash counter in racks.

There are lot of schemes come in apparel section and by the good atmospherics there is always

increase in selling. But there is problem of lightning in first and second floor.



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Strait rack

IN DISPLAY THE SIGNAGE- Signage was not proper.

CRM OF LIFE STYLE-If we talk about CRM of life style than they give ore preference tocustomer because as we know that customer is the king of market .For this they provide

different kind service in store .IN life style they are providing membershipcard for there

customer . if we talk about the function of card than in this card when we purchase good they

give some point in that and after every 1000 points they give us free shoping of 200 rs this is

the very good example of CRM and they send greeting to there customer on there birth day

this is the main example of CRM of life style.



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AMBIENCE-

y Ambience in Life style Mart is attractive in ground flour i.e Apparel section

y Proper lighting.

y Proper displaying.

y Signage are well communicated.

y Fully airconditioned.

y Soothing music.

y Clear Dressing room.

y Lift.

RESEARCH METHODOLGY:

My research project has a specified frame work for collecting the data in an effective manner.

Such a frame work is called ³RESEARCH DESIGN´. The research process which was followed

by me consisted following steps.

A. DEFINING THE PROBLEM & RESEARCH OBJECTIVES

The definition of problem includes the study of Store design &Selling ambience in Life style

Jaipur.

B. DEVOLPING THE RESEARCH PLAN:

The development plan has the following steps:

y Data sources

Two types of data were taken into consideration i.e. Secondary data & primary data. My

major emphasis was on gathering the primary data. The secondary data has been used to make

thing clearer.

Primary data: direct collection of data from the source of information, technology

including personal interviewing, survey etc.

Secondary data : indirect collection of data from sources containing past or recent past



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information like internet, annual publication, books, newspaper, magazines etc.

Research Approach

Surveys are best suited for descriptive research. Surveys are undertaken to learn about

people knowledge, believes, preferences, satisfaction and so on and to measure this

magnitude in the general public. Therefore I have done this survey for the descriptive

research process.

.

4. Sampling plan.

Sampling units: who is to be surveyed?

The target population must be defined that has to be sampled. It is necessary so has to

develop a sampling frame so that everyone in the target population has an equal chance of

being sampled. I have completed my survey Inside the store, those who are the daily

customer.

Sampling size: how many people have to be surveyed?

Generally large samples gives more reliable result than small samples. The sample consisted

of 100 respondents. The sample was drawn from people having different education

qualification, occupation & age groups. The selection of the respondent was done on the

basis of simple random sampling.

Collecting the Information

After this, I have collected the information from the respondent as per questionnaire.

. Analysis of the Information

The next step is to extract pertinent findings from the collected data and developed

frequency distribution. Thus the whole of the data was grouped aspect wise and was presented in

tabular form. Thus, frequencies and percentages were prepared to render impact of the study.



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SWOT ANALYSIS:

STRENGTHS:

y We can encash brand image of Life style Retail Ltd. to sell its new product.

y It sells product at cheaper prices.

y Garment sector of the Life style is much more superior to other retail stores.

y It offers wide range of products under one roof.

y It provides good after-sale service.

y It is the only store in Jaipur where you can exchange the goods after purchase. (On selected

items).

y The Life style is situated at the big market place.y It segments on middle and lower middle income groups, which constitute majority of the

population in India.

y It has well design store & well organized store.

WEAK NESSES:

y Absolutely no brand awareness for the product. (Z-Line).

y Need to incorporate many new features as per customer requirement.

y Lack of proper extraction of work from staff.

y Need to include more varieties of the same item.

y Need to provide more offers/ discounts on FMCG. Here the perception of the people is quite

low, because from my consumer behavior survey

y I have found out that most of respondents think that Life style Mega Mart is not providing

good offers/discounts on FMCG in comparison of its other segment.y Need to improve store layout according to customer facility.

y People are not so modern in Jammu and their perceptions are quite advance.

OPPORTUNITIES:



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y No other competitor in that area.

y To increase the customer satisfaction by providing different variety of products.

y Rural Retailing kids and teens retailing segment. Organized retail is only 3% of the total

retailing market in India

y Z-line (Manufacturing unit of Life style) if we create the brand image of it. It will get

additional sales in the future.

y Coming era is of knowledge and information if we sell our manufacturing unit product

through internet so we can create its brand image + additional sales in future.

y There is a boom of retail in future according to current scenario. If Life style creates brand

image of its Z-line product, so it can give direct competition to the other branded products in

future.

THREATS:

y If we talk about theart of this store than there are so many theart for life style . like vishal and

big bazzar etc.

y Increased competition in the domestic market.

FINDINGS:

y Store performing well in attracting the customers.

y Discounts and offers doing well in the store

y Toilet and and drinking water facility is not up to the mark

y In offer days the store management is good.

y Air conditioning and hygiene is good .

y Some where product display and signage are not good.

y Quality in products is good.

y As the sore is trying to concentrate on the middle income group the type of products used is

not of the most superior quality and most of the times nor branded, this may dissatisfy certain

customers.



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y Providing quality at low prices and having different types of products for different income

customers is another rnadvantage.

y The main customers are middle income and a few high income groups, The elite do not like

to shop at Life style mega mart as the quality of goods is lower and they would prefer a

higher price and get a better brand, this decreases sales from the elite class.

y Merchandise are arranged according to their mother company.

y There is problem in lighting in many section and also sale is not so much in that section and

it does not create good ambience.

y Parking facility is not good.

RECOMMENDATIONS:

y Manage customer handling properly.

y They should work on lighting in second floor, so that it will help to create good selling

ambience and helps in increase the sale.

y In display the products should be according to their mother company .

y There should be proper assortment of various product categories.

y Proper signage should be there so that customer can locate the products easily.

y Toilet and drinking water facility should be maintained regularly.

y Proper training should be provided to sales person so that they can deal with the customer

efficiently.

y Various schemes and offers can be provided to them and attract new customers.

y No. of cash counter needs to be increased keeping in view customer traffic intensity in the

busy day Saturday and Sunday, customer has to wait for the billing, there should be one cash

counter in first floor.

y Aisles should be wider enough in FMCG sector and home furnishing, so that customer can

easily move their trolley in busy shopping day also.



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y Provide more discounts on FMCG.

y Maintained proper display to create impulse. (It is assumed that near about 70% sales comes

from impulse marketing and if proper display is not maintained impulse cannot be created)

y They should work on exterior design also to grab more customer.

y Parking facility should be improved.

ANALYSIS AND INTERPRETATION:

INTERPRETATION:

Life style Mega mart have maximum numbers of customers falling in 16- 24 age group i.e.Youth.and their paecentage is 48% and 33% of 25-40 age group of customer fall in that

category.



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INTERPRETATION:

Most of the persons going in this store are from graduation level.

INTERPRETATION:

In case of Life style 33% are students.



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INTERPRETATION:

According to the survey in Life style Mega Mart,the satisfied persons with Safety measures are

70%

INTERPRETATION:

In Life style mega mart, there are 87 % customers are satisfied with cleanliness.



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INTERPRETATION:

There are 69% Customer are satisfied with parking facility in life style while others are n

INTERPRETATION

:Maximum numbers of people has a better experience of shopping in Life style mega mart.

INTERPRETATION:

Service quality is 68% and it should be more to make customer loyalty.



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INTERPRETATION:

LIFE STYLE MEGA MART- most persons are falling in +2 area. According to the response,

most of the customer are satisfied in terms of ambience.

INTERPRETATION:

LIFE STYLE MEGA MART- most persons are falling in +2 area. The display of products is

good according to the response of customer and they are satisfied but not very much.

INTERPRETATION:



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LIFE STYLE MEGA MART- most persons are falling in +3 area. Most of the respondents are

well satisfied in that case.

INTERPRETATION:

LIFE STYLE MEGA MART- most persons are falling in +3 area. According to new store design

there are five cash counter and mostly customer are satisfied .

CONCLUSION-

y The design of your store is a key factor in its success.

y Life style mega mart should emphases on signage, that should be displayed properly.

y Life style should concentrate on female customers

y They should target on offers which could cater to youth generation.

y In life style mega mart the promotional schemes should be redesigned to ensure maximum

footfall.

y Life style mega mart should take care of store sanitation.

y The area in which big bazaar is lagging is service quality thus big bazaar should provide high

quality service.

y . The persons are more satisfied with the ambience of Life style Mega Mart in apparel sector

but they should work in FMCG sector also.

y Display satisfaction is at equal level in each floor.



BIBLIOGR APHY:

y http://www.lifestyle.net.

y http://www.foodmarketdesigns.com/designs/

y http://www.ambientmusicgarden.com/ -

y http://www.oppapers.com/essays/On-Life style-Retail-Pvt/193652

y http://www.cooperativegrocer.coop/files/CG0709-store-design.

y Kotler, Philip and Armstrong, Graw - Principles of Marketing, Pearson Education,

New Delhi 2004.

y Swapna Pradhan ± Retailing Management, 2nd Edition , 2007

y Kotler, Philip - Marketing Management: Analysis, Planning, Implementations

and Control, Pearson Education, New Delhi. 2003, 11th ed

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life style topic