Fashion Retail & Mall

Management

8eLall Mlx SLraLegles of Chermas,
Pyderabad

SubmlLLed by:
AdlLl khanna
Akansha CupLa
SanskrlLl varma
Shrey CulaLl
MlM-ll (2013-13)

SubmlLLed 1o: ur. CPS rasad

naLlonal lnsLlLuLe Cf lashlon 1echnology, Pyderabad



"#$%&'()$*&#
8eLall SLraLegy ls a markeLlng plan LhaL deLalls how a buslness lnLends Lo offer lLs
producLs or servlces Lo consumers and lnfluence Lhelr purchases. lor example, a Lyplcal
reLall sLraLegy mlghL lllusLraLe how besL Lo place and dlsplay a company's producLs ln
reLall ouLleLs and how Lo aLLracL opLlmal consumer lnLeresL aL Lhose locaLlons wlLh such
Lhlngs as prlce dlscounLs, placemenL, reLaller lncenLlves and slgns.

1hls secLlon descrlbes and dlscusses Lhe varlous elemenLs of reLall mlx. SLraLeglc plannlng
process should be LranslaLed lnLo an acLlonable markeLlng program. A well planned and
lnLegraLed reLall mlx wlll provlde a focused poslLlon ln Lhe markeLplace and dlfferenLlaLe
a reLall esLabllshmenL from LhaL of a deflned compeLlLlon. 1he key elemenL(s) of a
proposed compeLlLlve advanLage guldes ln Lhe deslgn of a reLall mlx.
+$&%, -&).$*&#
Lxplalns Lhe locaLlon sLraLegy of Lhe sLore. Analysls of a proposal locaLlng ln a free-
sLandlng bulldlng, a downLown buslness seLLlng, or a planned shopplng envlronmenL and
why? WhaL speclflc slLe has been selecLed and whaL ls lLs "flL" relaLlve Lo Lhe Lradlng area
lnLended Lo serve? 1hls ls followed up wlLh a Lradlng area analysls showlng Lhe number of
LargeL cusLomers resldlng wlLhln Lhe "draw" of Lhe faclllLy.


+$&%, /0,%.$*&#1
WhaL are expecLed hours of operaLlons? Pow many employees are anLlclpaLed needlng
Lo serve Lhe cusLomers adequaLely? An ouLllne of Lhe proposed organlzaLlonal sLrucLure
and a general descrlpLlon of Lhe duLles and responslblllLles of employees wlll be helpful.
lL's a musL Lo lnclude a Lyplcal weekly work schedule. lanned credlL pollcles and
amenlLles or servlce dlmenslons should llkewlse be dlscussed ln Lhls subsecLlon.
2,%)3.#'*1*#4
WhaL goods and/or servlces are proposed Lo offer? ulscusslon abouL Lhe general level of
quallLy of Lhe goods Lo be carrled, Lhe depLh and breadLh of Lhe offerlng (number of
Skus) as well as Lhe sLock levels, expecLed lnvenLory Lurnover, re-order pollcy, and
anLlclpaLed vendor relaLlonshlps.
5%*)*#4
WhaL baslc prlclng sLraLegy ls proposed Lo be lmplemenLed? 8ased on lnvesLlgaLlon, whaL
ls Lhe anLlclpaLed cosL-of-goods sold, on average? Lxplaln Lhe markup sLraLegy and lLs
lmpacL on reLall prlce. Pere, calculaLlon of Lhe markup percenLage based on reLall prlce
raLher LhaL cosLs has Lo be conslsLenL wlLh Lhe daLa provlded ln Lhe upcomlng pro forma
sLaLemenLs.



+$&%, "6.4,
uevelopmenL of a schemaLlc of Lhe proposed sLore layouL and Lhe aLmospherlcs LhaL are
planned Lo employ. Also, remember LhaL Lhe name and graphlcs assoclaLed wlLh Lhe
sLore help seL Lhe Lone for Lhe lmage lnLended Lo be conveyed.
7,$.*8 5%&6&$*&#
ln developlng Lhe promoLlonal sLraLegy, conslderaLlon of whaL "role" ls expecLed and
each of Lhe promoLlonal Lools LhaL are employed Lo play ln Lhe consumer buylng process.
lan Lo lnclude examples of Lhe Lools (adverLlslng, personal selllng, publlclLy, and/or sales
promoLlonal devlces) expecLed Lo uLlllze and Lhelr schedullng. A promoLlonal budgeL wlLh
Llme schedule should be developed reflecLlng Lhe allocaLlon of dollars/currency across
Lhe varlous elemenLs.













9.):4%&(#' &; $3, )&60.#<
Chermas has lLs apparel manufacLurlng unlL locaLed ln Apparel LxporL ark aL
Cundlapochampally, near Pyderabad. Chermas has all Lhe leadlng brands, nlcely dlvlded
lnLo secLlons based on prlce. lL ls consldered a budgeL hunLers paradlse and does huge
buslness durlng Lhe ma[or fesLlvals llke uussehra, 8amzan, ulwall, ChrlsLmas eLc Chermas
ls a ma[or value for money apparel reLall sLore chaln ln Pyderabad, lndla. lL was sLarLed
wlLh Lhelr brand of shlrLs and [eans called Chermas have now become hugely popular
because of Lhe affordable prlces.
CuallLy has always been Lhe backbone of Chermas and Lhe concepLs of value for money,
and garmenLs for any shape or slze, are undoubLedly lnsLrumenLal for lLs success.
=,.' &;;*),
3-8-341, ShanLl nlkeLan AparLmenL,
Chlragall Lane, Pyderabad 300-001,


+>/7? -/@A>"/B
1he CPL8MAS sLores are locaLed malnly aL Lhe CenLral 8uslness ulsLrlcL and lnner ClLy
areas of Pyderabad LargeLlng Lhe cusLomer who are mlddle lncome famllles. 1he sLores
are usually sLand alone reglonal cenLers LhaL caLer Lo a huge populaLlon. lL has 3 sLores ln
Pyderabad aL
A8luS
AmeerpeL
kukaLpally
Secunderabad
MalakpeL
CPL8MAS has expanded lLs horlzon by sLepplng ouLslde Pyderabad and openlng Lwo new sLores ln
vl[aywada and vlzag recenLly.







+>7A>?CD ABE 5/-"@D
1he brands vlslon ls Lo provlde hlgh quallLy garmenLs Lo lLs famlly cllenLele aL affordable
prlces. 1he brands sLresses on malnLalnlng hlgh sLandards of quallLy. l n s pl L e of
ef f or L s L o keep L he cons umer r eL al l pr l ce wl L hl n L he affordable range
for mosL consumers, Lhere ls never a compromlse on Lhe quallLy, Lhe resulL of
whlch ls LhaL many renowned brands' producLs ln Lhe markeL are Lraded Lhrough Lhelr
showrooms. Much emphasls ls lald on manufacLurlng raLher Lhan producL deslgnlng.
uLmosL care ls Laken for selecLlon of producLs, keeplng ln vlew Lhe value for
money.

1. 8eL L er qual l L y aL l ower pr l ce
2. 1hel r s pecl al L y l s LLu- Lver yday l ow pr l ce.
3. CaLerlng Lo Mass MarkeL lncludlng lower and mlddle lncome group of
Andhra radesh.
4. LxporLlng Lo varlous lashlon CaplLal llke lrance, lLaly, uk eLc.
3. Cwn manuf acL ur l ng unl L s l L uaL ed l ocal l y.

?8,6,#$1 &; @=?72A+ +$%.$,4<
FG /HI,)$*J,1
1he brands vlslon ls Lo provlde hlgh quallLy garmenLs Lo lLs famlly cllenLele aL
affordable prlces.

1he brands sLresses on malnLalnlng hlgh sLandards of quallLy.

1he resulL of whlch ls LhaL many renowned brands' producLs ln Lhe markeL are
Lraded Lhrough Lhelr showrooms. AparL from LhaL CPL8MAS ln houses brand
AcLlon, Arrow, uuke, eLer Lngland, Zodlac eLc.
Much emphasls ls lald on manufacLurlng raLher Lhan producL deslgnlng.

KG "',#$*;*).$*&# &; )&#1(6,%1
1he LargeLed segmenL for CPL8MAS Lhe lower mlddle lncome group.
uLmosL care ls Laken for selecLlon of producLs, keeplng ln vlew Lhe value
for money ob[ecLlve of Lhe sLore.
1he sLores have a famlly frlendly aLmosphere for Lhe cusLomers LhaL
enhance Lhelr shopplng experlence.

LG /J,%.88 1$%.$,4<
CPL8MAS as a brand has very sLrong presence on a local and reglonal level.
Cherma's have Lhelr own ln house brands manufacLured ln Lhelr own
unlLs.
1hese brands are essenLlally Lhe early adopLers of any new fashlon. 1hese
brands are fashlon leaders or Lrends seLLers.
1hls means LhaL Lhey are noL lnnovaLors or Lrend seLLers when lL comes Lo fashlon
buL Lhey are Lhe ones Lo adopL lL as soon as any new fashlon ls lnLroduced.
MG +0,)*;*) .)$*J*$*,1
CPL8MAS sLore comes up wlLh very aLLracLlve offers and schemes Lo generaLe
lnLeresL ln Lhelr sLores Lhrough mass markeLlng.
1hey have come up wlLh campalgns llke '?ou name lL! We have lL!'.
1he sLore comes up wlLh huge dlscounLs and offers durlng fesLlve seasons as LhaL's
Lhe Llme when mosL famllles make Lhelr purchases.





7?>A"- 2"N

CPL8MA'S Lakes prlde ln offerlng Lhe largesL range of ready-made garmenLs ln
LradlLlonal, eLhnlc and wesLern wear, for all occaslons. Cur cusLomers can flnd Lhe largesL
range of denlms/[eans, coLLon shlrLs and separaLes, coLLon Lrousers, knlLwear, 1-shlrLs,
blouses, sklrLs, evenlng wear ln wesLern and eLhnlc sLyles ln salwar - kameez, ghagras,
sarls, lnfanL's wear, chlldren's wear and undergarmenLs.

Cur deslgners and fashlon buyers are consLanLly brlnglng ln Lhe laLesL Lrends lnLo our
sLores aL affordable prlces. WlLh Lhese feaLures, CPL8MA'S ls now one of Lhe leadlng
garmenL reLallers ln lndla.

1he prlces of producLs offered aL CPL8MA'S range from 8s. 18/- Lo 8s. 4,300/-. CPL8MAS ls
a famlly sLore and can be seen as a budgeL brand for famllles as lL has a wlde producL range.
CPL8MAS ls a famlly sLore and can be seen as a budgeL brand for famllles as lL has a wlde producL range.




57/EO@> 7ABC?P

"#;.#$1P
lasLlc SheeLs, ulapers (8egular & ulsposable), Carry 8ags, Sleeplng 8ags, Cradle
8ags,MoLher Care 8ags, uLlllLy lLems, 8lbs, 8aby 8ed SheeLs, Pooded 1owels, 8aby Pead
lllow,8aby 8lankeLs, !ablls, 8ooLys, lasLlc anLles, 8onneL, napples, leedlng 8oLLle
Cover, 8abaSulLs, 8ompers, uungarees, 1-ShlrLs, nlghL SulLs, SweaLers, CompleLe range of
lnfanL and 8abyCare SeLs
8C?S & Cl8LS:

2?BQ+ R?A7P
!odhpurl SulLs, lull CoaL SulLs, lull anL SulLs, 8lazer CoaLs, 8aba SulLs, 8ompers,
uungarees,Cargo anLs and Palf anLs, Cargo ShlrLs, !eans, 1rousers, 8aggles, Chlnos,
8ooL-cuL, AnLl llL,Casual/lormal ShlrLs, 1-ShlrLs, nlghL SulLs, uhoLl SulLs, SweaLers, Swlm-
sulLs, SporLswear, School unlforms, kurLa SulLs and undergarmenLs.

R/2?BQ+ R?A7P
lrocks, Mldls, 1ops, 8louses, nlghLles, nlghL SulLs, Llngerle, Salwar-kameez, 1hree-plece
SulLs, Lacha SulLs, Chagra Cholls, SklrLs, Caprls, arallel SeLs, 1lghLs, SLreLch !eans, Cycllng
ShorLs, anLs, PlpsLers, kafLans, Swlm SulLs, SporLswear, School unlforms, uress MaLerlal
LAulLS: Mldls, 1ops, 8louses, nlghLles, nlghL SulLs, Llngerle, Salwar-kameez, 1hree-plece
SulLs, Lacha SulLs, Chagra Cholls, SklrLs, Caprls, arallel SeLs, 1lghLs, SLreLch !eans, Cycllng
ShorLs, 8lazer !ackeLs, panLs, PlpsLers, kafLans, Swlm SulLs, SporLswear, School unlforms,
Sarees & uressMaLerlal MLn: !eans, 1rousers, 8aggles, !ackeLs, 8lazers, Cargos, AnLl llLs,
8ooL cuL, Cabardlnes, Chlnos,Wrlnkle lree, Casual/ lormal ShlrLs, 1-ShlrLs, SweaLers,
vesL, 8rlefs, Socks, SporLswear, 1les, nlghL SulLs, kurLa SulLs aparL from range of LexLlle
sulLlng and shlrLlngs and belLs


97ABE "2AC?
CPL8MAS as a brand has very sLrong presence on a local and reglonal level. 1hls brand ls
very popular wlLh famllles especlally because of lLs affordable prlces. Cherma's have
Lhelr own ln house brands manufacLured ln Lhelr own unlLs. 1hese brands are
essenLlally Lhe early adopLers of any new fashlon. AparL from LhaL Cherma's ln
houses brand AcLlon, Arrow, uuke, eLer Lngland, Zodlac eLc. 1hese brands
are known for brlnglng abouL revoluLlonary changes ln fashlon and sLyle.
1hese brands are fashlon leaders or Lrends seLLers. 1hls means LhaL Lhey are noL
lnnovaLors or Lrend seLLers when lL comes Lo fashlon buL Lhey are Lhe ones Lo adopL lL as
soon as any new fashlon ls lnLroduced.



+>/7? /5?7A>"/B+
Chermas ls a brand known for Cood CuallLy aL lower prlce, whlch has lLs own producLlon
unlL ln Pyderabad. 8ecause of lLs own producLlon unlL and good loglsLlc servlce, Chermas
ensures Lhe malnLenance of opLlmum level of sLock aL each sLore all Lhe Llme. lor lLs own
merchandlse, sLores use Lo geL sLock on weekly basls or as per Lhe requlremenL. lor
prlvaLe label llke Arrow, Lee, van Peusen eLc, Lhe malnLenance of sLock ls ln Lhe hand of
Lhe parLlcular brand. 1he brand keeps on sendlng Lhe sLock on regular basls or when Lhe
requlremenL senL by Lhelr sLaff. uurlng fesLlve season, Company lncreases lLs assorLmenL
by upLo 23, wlLh more Sku's ln every producL caLegory.
CPL8MAS has grown lnLo a 183 Crores rupees enLlLy wlLh an annual Lurnover of 33
crores. WlLh 3 sLores ln Pyderabad and 1 each ln vl[aywada and vlshakhapaLnam, Lhe
LoLal employee sLrengLh of CPL8MAS ls over 700.
SLores are well arranged ln huge alleys and Lhe merchandlse ls puL LogeLher as per
brands and slzes.
SLaffs are well Lralned and are equlpped Lo handle any cusLomer lssues.
1o enhance Lhe shopplng experlence, a small snack counLer ls seL up rlghL around
Lhe exlL.
Cleanllness and hyglene ls malnLalned LhroughouL Lhe sLores.


@/B@-O+"/B
1o conclude, we can say LhaL Chermas ls a sLore caLerlng Lo all classes age and genders
exlLlng ln Lhe markeL. lL's varlous reLall sLraLegles has done wonders for lL as a famlly
cloLhlng sLore. sLarLed wlLh Pyderabad, lL has expanded lLs operaLlons Lo varlous oLher
clLles ln Andhra radesh l.e. vl[aywada and vlshakhapaLnam. Lhe brand promlses Lo keep
lLs sLraLegy of good quallLy aL lower pockeL frlendly prlces". sLore operaLlon pracLlces ls
promlsed Lo be malnLalned for effecLlve cusLomer fooLfall as per Lhe followlng LradlLlon.
some of whlch lnclude well arranged sLores ln huge alleys and Lhe merchandlse ls puL
LogeLher as per brands and slzes, well Lralned and equlpped sLaff Lo handle any cusLomer
lssues, enhanclng Lhe shopplng experlence, by seLLlng up small snack counLer rlghL
around Lhe exlL wlLh excellenL cleanllness and hyglene facLors.a








7?S?7?B@?+
hLLp://www.chermas-lndla.com/
hLLp://en.wlklpedla.org/wlkl/Merchandlslng
hLLp://www.Lhehlndubuslnessllne.com/2010/07/31/sLorles/2010073131932300.hLm

SanLosh kumar, ueparLmenLal Manager, Chermas, AmeerpeL, Pyderabad.