Marks & Spencer started as a stall in 1884 in Britain and entered the Indian market in 2001. It currently has 23 stores in India and sees India as an important market for its sustainability initiative called 'Plan A'. The document discusses M&S's merchandising strategy in India, including its variety, breadth, and depth. It analyzes categories like apparel, pricing, and sales contribution. Finally, it mentions M&S's plans to expand to 80 stores by 2016 and enter the food sector, establishing India as its largest market outside the UK.
Marks & Spencer started as a stall in 1884 in Britain and entered the Indian market in 2001. It currently has 23 stores in India and sees India as an important market for its sustainability initiative called 'Plan A'. The document discusses M&S's merchandising strategy in India, including its variety, breadth, and depth. It analyzes categories like apparel, pricing, and sales contribution. Finally, it mentions M&S's plans to expand to 80 stores by 2016 and enter the food sector, establishing India as its largest market outside the UK.
Original Description:
A study on how M&S merchandising stratergy works in india
Marks & Spencer started as a stall in 1884 in Britain and entered the Indian market in 2001. It currently has 23 stores in India and sees India as an important market for its sustainability initiative called 'Plan A'. The document discusses M&S's merchandising strategy in India, including its variety, breadth, and depth. It analyzes categories like apparel, pricing, and sales contribution. Finally, it mentions M&S's plans to expand to 80 stores by 2016 and enter the food sector, establishing India as its largest market outside the UK.
Marks & Spencer started as a stall in 1884 in Britain and entered the Indian market in 2001. It currently has 23 stores in India and sees India as an important market for its sustainability initiative called 'Plan A'. The document discusses M&S's merchandising strategy in India, including its variety, breadth, and depth. It analyzes categories like apparel, pricing, and sales contribution. Finally, it mentions M&S's plans to expand to 80 stores by 2016 and enter the food sector, establishing India as its largest market outside the UK.
Some of the key takeaways from the document are that M&S started as a stall in 1884 in Britain and opened its first store in India in 2001. It focuses on quality products at affordable prices and plans to make India its biggest overseas market.
M&S focuses on having a wide variety of products across different categories while maintaining depth in styles, sizes and fabrics within each category. It aims to have a specialist image while keeping customer needs in focus.
The main categories of products sold by M&S are women's wear, men's wear, kids wear, lingerie and beauty products. Specific categories and styles mentioned include tops, dresses, jeans, shirts, trousers etc. for different genders and age groups.
Subject : Fashion Merchandising
Submitted to : Prof. Nethravathi
Date : 14/08/2014 Submitted from: Disha Sood Shivam Taneja Shivani Ambikapathy Srishti Raut Introduction Merchandising mix Variety Breadth Depth Analysis Future Q&A Overview Introduction Marks and Spencer of Britain started as a stall in 1884 by Michael Marks, as a general retailer First store in India in 2001 and in April 2008 got into a joint venture with Reliance retail M&S currently has 23 stores India is the most important market for its sustainable business practice named 'Plan A' Marks & Spencers Source
http://corporate.marksandspencer.com/plan-a http://dlfpromenade.com/shopDetails.asp?id=6&catid=6 British-ness is as saleable as ever in any part of the world - Steve Rowe, executive director at M&S. For years, M&S marketing philosophy was simple:
Produce high quality products under a recognised brand name at affordable (but not cheap) prices, and advertise through word-of-mouth. Positioning Source
Marks & Spencer - The Marketing Society Consumer Prole Upper middle class to High class of the society Aged between 25-55 years Willingness to pay for quality , and is brand conscious . Values the brand & the services beyond the purchase. Designs matter as does the comfort. Source
Survey - Disha Sood 9 Koramangala Introduction
The first flagship standalone store in South India, opened in April 2013.
The store in Bangalore provides each clothing brand its own distinct look and identity.
Employee profile
Dhruva Darshan is the current commercial manager at Marks and Spencer, Koramangla store. He has been a part of the company since the inception, 2013. He heads the sales and operations team. He can be contacted at - +91 9632396900. Source
http://www.boldsky.com/insync/life/2013/marks-and-spencer-bangalore-032869.html Merchandising Mix Variety Apparel & Beauty Breadth Brands Depth SKUs ,Variations & Fabrics Variety A merchandising strategy in which a retailer stocks a large number of different products.
-Investopedia The quality or state of being different or diverse -Oxford Dictionary Womens wear Mens wear Kids wear Lingerie Beauty & Fragrances Apparel Merchandise Share Kids wear is currently holds 5% merchandise share at the store
While beauty & fragrances has a mere 3% share 17 Breadth The number of assortments in a specific category
-Retail India Being intense in scope by immersing your business into an industry or product category.
-Marketing Spot The core brand that M&S began with,it is the most well received & well known amongst its in house brands .
High priced apparel brand with attention to detail to give a Designer look.
With Limited M&S aims to keep a specialised collection with attention given to High Fashion and exclusivity .
Purely Casual wear for Women with emphasis on the pricing which is affordable and styling which is minimalistic Womens Wear The brand features the seasons key trends, perfectly edited to give aspirational yet attainable style wardrobe.
The brands , here focuses on signature & exclusive contemporary styles.
Smart & casual clothing aimed at a young edgy style.
A fresh casual collection inspired by the East coast living focusing on vintage laid back look
Cool , vintage inspired pieces , that create a relaxed & authentic look. Mens Wear It hosts items suitable for women aged 30-40 years at a low and affordable price.
Lingerie sets made from beautiful French- designed lace, sumptuous silk and vintage-inspired tones.
Showcases , exotic prints & designs which cater to a exclusive target audience Lingerie Kids Wear The designs are bright & hardwearing , which are perfect to standing up for any amount of Rough & tumble.
Beauty Currently retailing fragrances and a variety of creams & lotions under 2 in house brands - Autograph & Peruna Obsolete Brands Big & Tall - Specially-proportioned for big and tall men & the apparel brand is no longer being retailed in the Indian stores.
Beauty - Currently stocked in stores , the sale & share of shelf display is slowly becoming obsolete. Fabrics M&S uses quality fabrics for its apparel line. It includes: Cotton Viscose-cotton Linen Silk Woollens Lycra Satin Depth Product depth is the number of each item or particular style of a product on the shelves. Product depth is also known as product assortment or merchandise depth.
-Marketing Spot In womens wear, 14 pieces of each merchandise is stocked at the store. 1) Womens casual and formal tops Sizes include S M L XL XXL
Out of these sizes, XL and XXL sell the most.
2) Trousers sizes stocked include 6-8 (S) 10-12 (M) 14 (L) 15 (XL) 18 (XXL)
Out of these sizes, the sizes that sell the most are 16 & 18. Womens Wear Styles & Category Womens Wear Casuals Tops Jeans Treggings Skirts Dresses Formals Trousers Shirts Blazers Formals Trousers Shirts Dresses Woollens Casuals Jeans Tops Dresses Formals Trousers Shirts Casuals Trousers Jeans Jackets Dresses Tops Mens Wear The store stocks 14 pieces of each merchandise. 1) Casual and formal shirts Sizes include
S (4 pieces) M (2 pieces) L (4 pieces) XL (2 pieces) Out of these sizes, S and L sell the most.
2) Trousers - the store keeps stock of sizes
30 32 34 36 38 40 Out of these, the smallest sizes (30,32,34) sell the most. Styles & Category Mens Wear Casuals Polo shirts Jeans Shorts Formals Trousers Shirts Blazers Ties Formals Trousers Shirts Ties Woollens Casuals Polo Shirts Chinos Trousers Jackets Casuals Polo Shirts Chinos Shorts Jackets Casuals T Shirts Shirts Chinos Kids Wear The kids wear section of the store is one of their smaller categories of apparel merchandise. They stock sizes:
1-2 3-4 5-6 7-8 9-10
Sizes 7-8 sells the most and is also stocked more than the other sizes. Lingerie & Beauty The lingerie segment in India, has mass appeal amongst the consumers It accounts for 18% of the total sales. Their star brand is Limited Collection.
The beauty segment of M&S accounts for only 3% of the total sales. Amongst their brands, Per Una for women and Collezione for men sell the most. Store Policy Specialised personnels Exchange policy & Cash back even after 45 days Loyalty club - Preview sales, special catalogues & personal approach Convenience provided through home delivery Sales - Bi yearly
For us the customer who makes even the smallest of purchases holds the highest of value 800-6000 1800-8000 2000-8000 1500-5000 1500-6000 1000-4000 200-2000 Pricing Assortment Strategy Narrow A. Specialist Image B. Customer oriented approach C. Emphasis on Apparel Category D. 2000-2014 : Slow growth of expansion Deep A. Depth in SKUs to prevent shortfall of stock B. Variations as per consumer profile & aspirational market C. 2000-2014 - Design & detail change ! ! ! Womens Mens Kids Lingerie Beauty Sales Contribution (Per Week) Figures in Lakhs Analysis of Strategy Cost to fill Bill to fill The star brand of both Men and Womens apparel in Marks and Spencer is M&S Collection. Future Marks & Spencer has pledged to make India its biggest market outside the UK M&S wants to have 80 stores in India by 2016, compared to the 40 at present The same-store-sales grew 13 per cent in the fiscal year ended March 2014 M&S is also planning to enter the food sector by 2016 Q & A Thank you