Retail Technology and Brand Management

SUBMITTED BY
Syed Ahmad Mehdi Rizvi
Masters of Business Administration
ENROLLMENT NO-A7001914004
Specialization - Marketing
Under guidance of:
Industry Guide
Ms. Tarang Mishra
V.M Champ
BlackBerrys

Faculty Guide
Ms.Komal Malik
Asst. Professor.
ABS, Lucknow

SUMMER INTERNSHIP REPORT REPORT IN PARTIAL FULFILMENT OF THE

AWARD OF FULL TIME
Masters of Business Administration (2014-16)

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

AMITY BUSINESS SCHOOL

Students Certificate

I hereby declare that the study of Retail Technology and Brand Management
has been exclusively done by me under the able guidance of Miss Komal
Malik, Asst. Professor, (ABS) in partial fulfilment of the requirement for award
of degree of MASTER IN BUISNESS ADMINISTRATION from Amity
University, Uttar Pradesh.

I also declare that the contents of this report are true to the best of my
knowledge.

Signature
Syed Ahmad Mehdi Rizvi
Student

Signature

Signature

Miss Komal Malik

Prof. V.P. Sahi

Faculty Guide

Director (ABS)

AMITY BUSINESS SCHOOL

Certificate by Faculty Guide

Forwarded here with a Summer Internship Project on Retail

Technology and Brand Management submitted by SYED AHMAD
MEHDI RIZVI Enrolment No. A7001914004, student of MBA
(Gen) 3rd Semester

This project work is partial fulfilment of the requirement for the

degree of Master in

Business Administration from Amity University Lucknow Campus,

Uttar Pradesh.

MISS. KOMAL MALIK

(Faculty Guide)

AMITY BUSINESS SCHOOL

DECLERATION

SYED AHMAD MEHDI RIZVI

hereby declares that the project entitled

Retail Technology and Brand Management

Carried out at

BlackBerrys

has been submitted during the academic year

2014-16 under the valuable guidance of Mr Atnu Bannerje, Miss Tarang Mishra,
other Department Managers at BlackBerrys and My faculty at Amity

Business School

Prof V.P. Sahi, Director, Amity Business School, Lucknow,

Amity University and keen supervision of Ms. Komal Malik in partial fulfilment
of the requirements of the Master Of Business Administration (MBA) degree
of Amity University. Further I extend my declaration that this report is my
original work and was previously not formed the basis for the award of any
Master degree.

SYED AHMAD MEHDI RIZVI

Enrolment No: A7001914004

AMITY BUSINESS SCHOOL

ACKNOWLEDGEMENT

I extend my sincere acknowledgements to Ms.Komal Malik my teacher Amity

University, Lucknow, without her teaching, this research would have meant
meaningless. I am greatly indebted to Prof V.P. Sahi, Director, Amity Business
School, Amity University Lucknow Uttar Pradesh, for his encouragement,
guidance and assistance in availing this opportunity of practical training.

It gives me immense pleasure to acknowledge and thank all those who have given consistent
guidance like my family member Surabhi Singh, My Mother, Noorjahan Rizvi, Vishal Saxena,
Tarang Mishra, Atnu Banerjee Advice and encouragement in my endeavour. I would also
like to thank all those persons who have spent their Valuable time to contribute the required
information to me and gave me support while doing this project.

I indebted to the reports published on Retail Technology and Brand

Management . All data and graph belongs to the above reports, wherever
used have been duly acknowledged. Last but not least, I would like to thank God
for giving me the strength, determination and courage to complete my studies .

SYED AHMAD MEHDI RIZVI

Executive Summary
This study aimed at highlighting the impact of retail technology and brand
management in today's apparel market and factors that influence buying
behaviour of shopper using a stimulus and response model. In this research, it is
identified and explored how brand management and retail technology factors
influence consumers at Fashion Retail Store in Lucknow, India.
According to the results; Brand plays an important role in influencing customers
buying behaviour. As BlackBerry is the brand specifically male dominant and
providing complete wardrobe solution for today's fashionable men and
youngsters it caters to middle class and upper middle class consumers.
Indian consumers are very much pricing sensitive, too much competition is
present in the market, so its assortment planner responsibility to understand the
consumer profile of BlackBerry consumers needs and wants.
If consumer dont find product as per need and taste, they go for another
competitive brands of BlackBerry.

Content
Chapter 1. About BlackBerrys

Introduction
Brand Vision and Philosophy
Core Values and Key Strengths
Management Hierarchy Level
Supply Chain at BlackBerrys
Understanding tag-line what is sharp
Categories in BlackBerrys
Fixtures and Settings used in BlackBerrys
BlackBerrys Membership Card
S.W.O.T Analysis

Chapter 2. Introduction to the topic

Introduction to the topic

Objective
Hypothesis
Research Methodology
Data Collection
Findings

Chapter 3. Conclusion

Recommendation
Conclusion
Questionnaire
Bibliography

Chapter 1. About BlackBerrys

Introduction
Management Hierarchy Level
Supply Chain at BlackBerrys
Understanding tag-line what is sharp
Categories in BlackBerrys
Fixtures and Settings used in
BlackBerrys
S.W.O.T Analysis

About BlackBerrys

BlackBerrys is an Indian formal wear brand owned by Mohan Clothing Co. Pvt
Ltd. It was established in 1991 and mainly caters to men. Blackberry is one of
the leading formal wear brands in India.

BlackBerrys has a presence in over 200 exclusive brand outlets, and 1000+
multi-brand stores, and retailers such as Shoppers Stop and Lifestyle.

Their designers design the most up to current worldwide fashion using quality
material for the look all want to have at very affordable prices. All items are
made in very small quantities per size and colour, to ensure you will not see the
same item worn by anybody else. A ceaseless endeavour to delight the fashion
forward customer with great style and care teamed with speed and innovation.
Blackberry has established itself as the manufacturer of trousers, suites and
jackets and gradually completed the wardrobe look with shirts, shoes and
accessories.

Brand Vision - Focus on providing the young Indian male with truly sharp
wardrobe solutions, across all his lifestyle needs.

Brand Philosophy - Catering to the self-assured and confident youth, they

stand for innovations in product and have created a strong image of Sharp
Edged Clothing. The brand has a high recall value and is perceived a premium
clothing brand and has been documented in various trade surveys as The Best
FIT.

Statement of Purpose Focus on providing the young Indian male with

truly sharp wardrobe solutions.

Core values

Passion for excellence

Integrity in everything we do
Empowering people to strive and deliver
Adapting to changing market and consumer needs

Key Strengths
BlackBerrys completed 20 years of redefining fashion and style in India with
their innovative creations. Over the years BlackBerrys has attained a reputation
of being a leading mens formal wear brand in India. Renowned for its
impeccably designed garments, today they are the single largest suits and
trousers brand in the country.

Chairman's message

"At BlackBerrys, our statement of purpose is 'creating exceptional

value for all lives we touch'. We are by far the largest suit and trouser
brand in the country and are fast moving towards the most preferred
brand in the fashion space.
The cornerstone of our philosophy is listening, adapting, and
delivering exceptional value.
We would deepen our offering in the current segment as well as look
at expanding our relevance in customers lives for other usage
occasions.

Chairman

Nitin Mohan

Management Hierarchy level

Here is explaining hierarchy of BlackBerry at store level.
General Merchandise Manager

Divisional Merchandise Manager

Fashion Director

Fashion Buyer

Visual Merchandiser

Supply Chain Manager

Regional Area Manager

Customer Relationship Manager

Visual Merchandiser Executive

Customer Loyalty Programme Executive

Sales Representative

Ideology of BlackBerrys BlackBerry caters to only mens from the society, concentrated to young,
vibrant youth of India.
BlackBerry target consumer is upper middle class and lower middle class.
BlackBerrys tagline says Go Sharp.
BlackBerry provides formal office wear apparels, urban wear for
weekends and night life wear for party and wedding occasions.
BlackBerry knows his target customer and offer according to that.

Store

To bring out contrast of color by using mat and gloss mix

Assimetric store giving a formal look
Small in proportion branding
Using sled walls to give a sharp look to our products

Experience

Innovation and change provides new look to customers

Coloured trousers are used to attract customers
Selling experience and not a product to build a long term relation
Cosy environment with light music
Proper attention and care provided to customers
Hygiene and cleanliness properly regulated

Communication

Communicating brands to customers

French Rivera theme focused on colours and trends of France
Playing with colours and shades
Light colours mainly used providing a soothing view to meet the eyes
Sharp and bold view to outside world

What is Sharp ?
After Sales Service
Customer Relation
Billing Process

22
21
20
19

Sales
Providing Material

18
17

Greeting
Customer Entry
Display of Articles
Article Scanning
Receiving Material

16
15
14
13
12

Retailing

Shipping

11

Surface
Inrichment

10

Pressing
Technology

Fusing Technology

Cutting
Technology

Sweing
Technology

Paper Pattern
Drafting
Inspirations
Design/Ideas
Manufacturing

5
4
3
2
1

Supply Chain at BlackBerrys

Sharp is the boldness of BlackBerrys designs, which allows our customers to

make a bold statement about his attitude.
Sharp is the precision of our construction of our merchandise that each
BlackBerrys garment boasts.
Sharp is the craftsmanship and attention to detail that we lavish on our apparel,
which put that unmistakable seal of elegance on our customers personality.
With a presence in over 200 exclusive brand outlets, besides 1000+ multi-brand
stores, and retailers such as Shoppers Stop and Lifestyle, BlackBerrys is even
more easily accessible to the fashionable young man whose motto is: 'go sharp.
"Go Sharp is giving a cutting edge, slicing the clutter and being edgy.
BlackBerrys value of Go Sharp is being in that 'dressed-up' fashion space. The
endeavour is to recognise the tribe of Sharp men who resonate these values.
The basic idea is that everyone and everything is cut to size in front of the
protagonist that is reflected through the apparel brand ensembles along with the
protagonist.
BlackBerrys entire wardrobe resembles an awards ceremony to give a sense of
high life; it reiterates position of a fashion brand.

Categories in BlackBerrys
BlackBerrys has following categories1. P.P and B.P Proper Prem and Business Prem
2. B.T Business Trend
3. Urban
4. N.L. Night Life
5. LUXE or Luxor
6. Accessories and Shoes

During my internship I studied each and every department with the range and
depth of department.
Each and every department has a unique U.S.P which caters to particular sets of
customers.

1. P.P and B.P Proper Prem and Business PremProper Prem and Business Prem refers to formal work wear. Work wear means
what an individual can carry out at its work place which provides him with
utmost comfort and flexibility in the long working hours.
Our work wear is designed with finest material to provide our customers with
best of comfort and the material is also durable which requires very less of
attention and care.
In Proper Prem category we provide complete look for official purpose and
business meet.
In the P.P and B.P section BlackBerrys provide proper official looks with Blue,
Grey and Black playing the primary colours for the category.

Products Offered in P.P and B.P Sections

Dress Line Trousers D.L.T

Hard Collared Shirts
Suits
Blazers
Knits
Formal Khakis

2. B.T Business TrendB.T. or Business Trend wear caters to Friday official wear. This section caters to
consumers of younger generation who like to visit clubs and attend partys on
Friday and Saturday Eves.
Our B.T. wear is made of light Giza cotton and polyester fabrics that provides
durability to our apparels along with ensuring perfect comfort and light weight
for the ease to our customers.
100% cotton and linen adds to comfort and premium look thats appealing and
yet elegant to be carried out in office.
Solid checks and, floral prints and Stripes provide a unique look that is formal
and also perfect enough for wearing it for Friday evening dinner or party.

Products Offered in B.T. Business Trend Section

Shirts
Trousers
Khakis
Blazers
Waist coat
T-shirts
Shorts
Pullovers

3. Urban-

It has been designed especially for younger generation.

We provide only trim fits in Urban category that is the main reason as to which
the collection is more edgy and youthful and provides a careless and funky look
to out customers.
Urban category was recently introduced in the year 2013 in order to attract more
of customers which were diverted from our competitor brands like Allen Solly
and Ven Heusen.
With the introduction of Urban Category there was a steep increase in the sales
of BlackBerrys.
Spandex material is specially used in Urban category to provide a tough look
and more of flexibility for comfort along with durability.
Spandex material sticks to the body which gives a proper shape along with extra
stretch for ease of movement.

Products Offered in Urban Sections

Shirts
Blazers
Khakis
Denims
Jackets
T-shirts round neck, polo, Q-neck
Shorts

4. N.L. Night LifeN.L. or Night Life Category is designed for special party wear and club wear
purpose.
It is related from night life which includes the complete party wear look. Its
specially designed for special occasions like weddings, parties, dinners and
other special occasions.

The colours offered in N.L Category are mainly darker shades with shimmery
and glossy finish to it which provides our customer a look which is unique and
is out of the box, which provides them special attention and drives them to the
lime light which everyone desires for.

Fabrics used in making Night Life merchandise are mainly comprised with
Cotton, Linen and Silk which gives our customers proper styling along with
comfort and elegance.

Products Offered in N.L Night Life Section

Shirts
Trousers
Suits
Blazers
Waist coat

5. Luxe or Luxor CategoryLuxe or Luxor category is the most expensive category catering to higher class
of customers.
Luxe category is designed for higher class people which demand for a premium
quality product along with styling and comfort.
Italian fabric is used for the manufacturing of Luxe Category which is bacteria
resistant and does not require any sort of treatments for cleaning purpose.
Fabric used in making Luxe merchandise is treated with special chemicals
which is resistant to dirt and does not require any sort of ironing.
M.O.P Mother Of Pearl buttons and Gold Plated Buttons and crafted in Luxe
shirts, trousers and jackets to provide it a premium look and detailing.
Luxe category caters to the demands of customers who believe in standing out
from others and are ready to pay off for great quality, comfort and unique look.

Tux and Chinese collar styles are most demanded by customers for special
wedding occasions and party purpose.

Products Offered in LUXE or Luxor Category

Shirts
Trousers
Suits
Blazers

6. Accessories and Shoes-

Types of Shoes

Leather Used

1. Oxford

Cow and Calf Leather

2. Derby

Swede Leather

3. Slip-on

Patent Leather

4.Derby

Nubuck Leather

5. Moccasins

Cow Softy Leather

Belts
Ties
Cuff-links
Broche

 Average contribution of various departments in regular selling

P.P and B.P Proper Prem and Business Prem

26%

B.T Business Trend

18%

Urban

13%

N.L. Night Life

20%

Luxe or

Luxor Category

14%

Accessories

9%

Accessories; 9%
LUXE; 14%

P.P and B.P; 26%

N.L; 20%

B.T; 18%
Urban; 13%

Fixtures and setting used in BlackBerrys

Fixtures and setting used in BlackBerrys are as follows

Gondola
4 way browser
6 way browser
D-shape browser
T-arm
Step Arm
Round Table
Nesting Table
A-Stand
A-Rail
Wall (area count in meters )

Service Cycle Practices at BlackBerrys

S.O.P Standard Of The Process

BlackBerrys follows SOP designed by Liganova group.

 Quality and service standard defined by group.

BlackBerrys follows human resource policies to employees.

Service Process at BlackBerrys

Duties of the following heads are as follows-

1. Store Manager

Sales Planning Guiding F.Cs about targets and missing parts to achieve
Merchandise Planning Which product to be sold and how
Product Knowledge Knowledge about products and materials used
V.M Hygiene, Display of the store and Stock articulation
Business Review and Analysis
Finance and Miscellaneous
Manpower Management

2. Assistant Store Manager A.S.M

Relates and Deals with duties of Store Manager under his absence
Looks after proper and smooth functioning of store
Reports to S.M or H.O of any kind of shortage
Assisting customers

3. Visual Merchandising V.M Champs

Display of articles
Articulation of articles
Creating themes and colour stories
Maintaining hygiene

4. Fashion Consultants F.Cs

Inventory management
Section management and arrangement of stocks
Briefing about stocks to S.M or A.S.M
Achieving targets
Customer handling and satisfaction

5. Cashier

Finance management
Cash deposit
Sales v/s Cashier
C.R.M Services

Service Standards at BlackBerrys

Best Greeting and Treatment

Clean and hygienic ambiance
Quick response towards customers
Best display of merchandise
Best consultants for customers
On-sight tailor facility
Delivery options
Importance to customer satisfaction and delight

About LIGANOVA

LIGANOVA is the adviser for BlackBerrys for its Standard of Process and V.M
director and consultant. Liganova showcases brands and products, it provides a
helping hand for sales-effectiveness, cross-linked brand communication at the
cutting edge. It provides a smooth base for seamless brand, product and service
experience. This is where LIGANOVA excels with many years of know-how
and expertise.

1. Collection Introduction

Season highlight
Collection stories
Product highlights
Key styles

2. Window Campaign

Window renderation
Design adaptation
Design detail
Mannequin dressing

3. V.M Key rules

V.M Directions
V.M maintenance guide

BlackBerrys Membership Card

BlackBerrys membership card is valid for a lifetime.
BlackBerrys membership is voluntary and is open to Indian citizens who
have attained the age of 18 years.
Customers phone number serves as the I.D purpose.
While making purchases at BlackBerrys, please present your membership
card to the cashier before billing.

 The allotment and redemption of loyalty points will be solely at the

discretion of the associate companies of BlackBerrys.
For every net spends of Rs 100/-, points will awarded as per the below
table
Tier
Silver
Gold
Platinum

Points
2
3
4

Member will be upgraded or downgraded based on the tier threshold

shopping value. The member will have up to 12 months from the month
of new tier status to retain, upgrade or downgrade the tier level. Tier
status will be updated at the beginning of every month. All spends
considered for tiring will be net of tax.
The loyalty points can be redeemed at any BlackBerrys apparel store,
across India. The value of 1 point is equal to 1. Rupees. However, the
loyalty points cannot be redeemed for cash. The member will be required
to tell his Phone no. at the time of redemption of the loyalty points.
The Membership Card benefit cannot be clubbed with any other offer or
discount, viz. the loyalty points will not be awarded or earned in the
following cases
i Discounted or Marked down Merchandise.
ii Special offers, promotions or items excluded by the management.
iii Purchase of Gift Vouchers.
Loyalty Points once redeemed against a purchase can in no event be recredited.
No cash refund will be entertained for purchases made by redeeming the
loyalty points in the case of purchase returns.

Promotional Activities at BlackBerrys

Its shop oclock! Check out the latest offers, promotions and sales from
BlackBerrys.

Wine and Cheese Festival

Selfie Contest
End of season sale
Buy 2 Get 1 Free Offer

Season Cycle at BlackBerrys

SPRING

WINTER

SEAS
ON
CYCLE

SUMME
R

PREAUTUM
N

1) Spring: This season starts from February and ends in April end.
2) Summer: This season starts from May and ends in June.
3) Pre Autumn: This season starts from July and ends in the month of October.
4) Winter: This season starts from November and ends in the month of January.

S.W.O.T ANALYSIS
1. Strengths

Economical production cost

Increasing demand for its fits and fabrics
Efficient supply chain management
Better process control and storage facilities
Better information availability to both the consumers and the producers

2. Weakness

Giant competitors
Poor supply chain management system
Poor stock control facilities
Repeated products and no innovation and change
No training facility for sales executives
Caters to only athletic body shape not for fatty people

3. Opportunities

Expanding middle income group with large pockets

Huge opportunity in emerging market for style and apparel brands
Huge unexplored retail space available to explore
Low labour costs
Introduction with Direct marketing

4. Threats

Increase in E-market trend

Entry of Apparel giants
Large variations in stock control
Unfavourable tax policies

Chapter 2. Introduction
Introduction to the topic
Objective
Hypothesis
Research Methodology
Data Collection
Findings

Retail
Retail is the process of selling consumer goods and/or services in order to
satisfy their needs wants and desires to through multiple channels of distribution
in order to earn profit. Demand is created through diverse target markets and
promotional tactics, satisfying consumers' wants and needs through a lean
supply chain.
Retailing business activities involve selling of Goods and Services to
Consumers for their Personal, Family or Household use.
Retailing is the Last stage in Distribution Process- Wholesale in an intermediate
where Goods and Services are sold to Business customers. Retailer is Customer
focused, not Product focused.
Manufacturer may reach customers through Dealers
Company showrooms
Super / Hypermarkets

Retailer

Manufactur
er

Consumer

Organised Retailing In India organised retailing is only 2 %

Retail sector is highly fragmented
Rapid rise of Income levels and accompanying changes in lifestyles of Indian
consumers greatly contributed in the growth of Organised Retail Markte

Retail Technology
Retail is a dynamic industry with its own set of multifaceted and diverse
business processes and requirements. Retailers today are challenged with
addressing multiple disruptive technologies.
In such a rapidly changing environment, retail are expected to drop their 'Run
the business' strategy hat and wear the 'Change the business' one. Today the
strong focus is on innovation. There are new store formats being launched along
with multiple selling channels. There is a need for Retail organizations to
become truly Omni-channel by providing seamless shopping experience to the
customer no matter what channel, format they use for their shopping.

Retail Technology in BlackBerrys

At BlackBerrys store, Store Manager S.M is the custodian of I.T Hardware and
Software.
WizApp software is the helping hand for Store Manager and Asst. Manager for
proper and smooth working at the store.
WizApp software is a leading ERP application, exclusively developed for
Apparel & Lifestyle brand like BlackBerrys that acts as a comprehensive
solution to stimulate the total activity of Apparel Manufacturer, Wholesalers,
POS / Retailers and Exporters.
For over a decade WizApp has successfully helped BlackBerrys in business to
deliver and grow by providing customized solutions to meet the ever dynamic
requirements of this industry. It helps BlackBerrys to clearly differentiate from
competitions and facilitates business to the next level in terms of efficiency,
performance, security, control, flexibility and most importantly profitability.
WizApp helps BlackBerrys to take complete control on Inventory Management,
Retail POS process, Supplier/Customer Management, Barcoding process and
Accounts Management.

Salient Features of WizApp

Encrypted database to give user total data security and thus peace of mind
as no one can access database from back end.
Option of working off-line at every Branch / POS and still getting data at
HO as soon as any transaction memo (e.g. retail sale, challan etc.) is
saved at POS / Branch
Image Viewer Plug-in enables user to click photographs of selected
Garments / Lifestyle Products and accesses all reports optionally along
with photographs
Software Solution with Inventory, Purchase, Sales, Production, Accounts
and HR modules.
Customer Relationship Management (CRM) to send birthday, anniversary
wishes and other mailers
Online support/back up is provided.

Brand Management
In marketing, Brand Management is the planning and analysis on how the brand
is perceived in the market by the customers. Developing a good relationship
with the targeted market is crucial for brand management. Tangible elements of
brand management include the product itself; look, price, the packaging, etc.
The intangible elements are the experience that the consumer has had with the
brand, and also the relationship that they have with that brand.
The origin of branding can be traced to ancient times, when specialists often put
individual trademarks on hand-crafted goods. The branding of farm animals in
Egypt in 2700 BC to avoid theft may be considered the earliest form of
branding, as in its literal sense. As somewhat more than half of companies older
than 200 years old are in Japan. In the West, Staffelter Hof dates to 862 or
earlier and still produces wine under its name today. By 1266, English bakers
were required by law to put a specific symbol on each product they sold.
Branding became more widely used in the 19th century, through the industrial
revolution and the development of new professional fields like marketing,
manufacturing and business management. Branding is a way of differentiating
product from mere commodities, and therefore usage of branding expanded with
each advance in transportation, communication, and trade.

Brand Management is Important as ever

Consumer need for simplification
Consumer need for risk reduction

Brand Management is as difficult as ever

Well informed consumers
Increased competition
Decreased effectiveness of traditional marketing tools and emerging of
new marketing tools
Increased costs
Complex brand and product portfolios
Organizational pressures

Brand Perception
Brand Perception is unique set of associations in the minds of customers
concerning what a brand stands for and the implied promises that the brand
makes.
The sum of all tangible and intangible traits
It represents all internal and external characteristics of a brand
It is anything and everything that influences how brand or a company is
perceived by its target customers
It is the best, single marketable investment a company can make

Brand Preference
Brand preference reflects a desire to use a particular company's product(s) or
service(s) even when there are equally-priced and equally-available alternatives.
In fact, more often than not, brand preference indicates a desire to seek out a
specific product or service even when it requires paying more or expending
more effort to obtain it! Brand preference is important to companies because it
provides an indicator of their customers' loyalty, the success of their marketing
tactics, and the strength of their respective brands.

Brand Image
Brand image is the current view of the customers about a brand. It can be
defined as a unique bundle of associations within the minds of target customers.
It signifies what the brand presently stands for. It is a set of beliefs held about a
specific brand. In short, it is nothing but the consumers perception about the
product.

Brand Loyalty
When consumers become committed to your brand and make repeat purchases
over time. Brand loyalty is a result of consumer behaviour and is affected by a
person's preferences. Loyal customers will consistently purchase products from
their preferred brands, regardless of convenience or price. Companies will often
use different marketing strategies to cultivate loyal customers, be it is through
loyalty programs (i.e. rewards programs) or trials and incentives (ex. samples
and free gifts).

Strategic Brand Management Process

Objective
Objective of my study to understand the consumer behaviour in todays

retail apparel business.

2. What are the factors which influencing consumer behaviour.
3. Customers perception of our brand
4. Understating retail technology
5. Brand and what influences people to buy branded products over non-

branded products.
6. Brand Management and Strategic Brand Management Process

Hypothesis
Aims to discover whether retail technology and brand management process
plays an important role in apparel brand in order to satiate the needs, desires and
wants of the customer and to achieve an upper hand in this competitive market

to survive and sustain the challenging competition prevailing in the apparel

retail industry.
I intents to find out whether our customers co-relate with our brand and their
loyalty with the brand, what all changes do they want and what are their
perception behind purchasing products from our brand and the image of our
brand in the present retail market that places our brand in the minds of the
customers through which our brand can be easily re-called among our fears
competition.
What are the factors which influencing consumer behaviour in purchasing
branded products over non-branded products?
Can our customers recall our brand among various competitors prevailing in the
market?
What preference do our customers carry in their mind?
What is our Brand image in the Apparel Retail Market of India?
Understanding our customers brand loyalty towards our brand.

Research Methodology
This study was conducted with the following methods

Observation methods
Direct interaction and solving queries of consumers. To find out brand
perception from our customers, our brands preference and brand image in the
minds of our consumers and our customers loyalty towards our brand.
I frequently asked questions to consumers sample of questionnaire attached in
last.
Both Quantitative and Qualitative Research have been used to achieve the
objective. Some open ended questions were also part of my questionnaire

Sample size
50

Location
BlackBerrys, Shop No. 11, Halwasiya
M.G. Road
Hazratganj, Lucknow.
Pin - 226001

Data Source
Both secondary data and primary data were used for the information generation.
The inferences were drawn mainly from primary source by making them fill
questionnaire.

Findings
In todays world Clicks and Orders are having and upper hand over Bricks and
Mortar, in such a scenario BlackBerrys should also introduce a new platform in
E-sector as well.
Fierce competition is prevailing in the market, if BlackBerrys needs to have an
upper hand over its competitive brands it needs to focus on its advertisement
techniques.
Advertisement in Televisions and Social Networking Sites is call for the day.
More plus size options should be made avail in the store.
Music was also not happening in the store to set consumer mood.
Assortment planning need improvement. Which products are not moving are
still displayed in sections.
Fast moving product need to replenish as soon as product move from store.
Inventory management & assortment planning in store from corporate office is
poor.
More of party wear and shimmery products should be made available in the
store.
BlackBerrys doesnt have options in Half-sleeved shirts so many consumers
asked.
Relationship between fashion consultants presentation and consumer behaviour.
Consumer behaviour on product out of stock.
Accessories department product width & depth (Assortment).
So many consumers asked for resting area and wash-room facility.

Chapter 3Recommendation
Conclusion
Questionnaire
Bibliography

Recommendation
Introduction of BlackBerrys in mobile app and various e-commerce portals
should be introduced in order to widen the market coverage so that more of
customers can purchase BlackBerrys premium quality and sharp edgy fit
merchandise easily.
New and improved advertisement techniques should be introduced various
innovative advertisement techniques like T.V advertisement and advertisement
on various social networking sites should be done along with various innovative
movements to expand BlackBerrys market coverage in Apparel retail market in
India.
There should be proper relation between the season and the products displayed.
The store environment should be warm, welcoming and friendly giving a
customer a memorable shopping experience.
Music is played in retail store not with the objective of providing entertainment
but for influencing buying behaviour.
The Store should be organized logically like proper groups and categories
should be mentioned, so that all merchandize of one type, colour, and size is
positioned together helping the customer to make a clear choice.
Do proper assortment planning from corporate to store level as per trend and
past sale.
Ask to sales associate regarding assortment for particular region.
Play Hindi songs, soft music, very irritating songs play in BlackBerrys.
Product used in branding must available in store.
Replenishments in all categories available in store. No out of stock situation.
Weekly store manager need to take meeting of all store employees.
Motivational and Inspirational talks should be provided to the Fashion
Consultants to cheer them up and improve sales performance.

Sales executive grooming & presentation in front of consumer makes a big

difference in purchase. I think BlackBerrys uniform must need a change for
good.
BlackBerrys running out of stock in many categories, on moving stock stored in
stock. It needs improvement.
In accessory department more options in Belts and Ties should be made
available.
BlackBerrys belts are very fragile, H.O needs to consider and manufacture more
durable Belts.
Improve consumer and sales people interaction; way of interaction must be
different from shopping basket.
It may be some fabric knowledge, Washing pros and cons, how to improve life
of garment, something interesting.
Why not introducing some CREDIT facility for students, either students can
deposit small amount in instalments and shop after 3 or 6 month of whole
amount they deposited.
Introduced resting area and washroom in store if possible . So many consumers
complained.

QUESTIONNAIRE

Name: _____________________
Address: ___________________
Phone Number: _____________
Email id: ___________________

Section-A

Brand Perception Questionnaire

Q1. Name a few brands in this product category that you can
recollect now?
____________________________________________________________

Q2. What is the most appropriate indicator of brand equity?

a) Brand Value
b) Brand Identity
c) Brand Recall
d) Brand Image

Q3. What is the most important factor to insure brand

management of this product?
a) Quality
b) Delivery
c) Usage Experience

d) Price
e) Other

Q4. Which among customer loyalty and customer satisfaction

indicates that the brand is being managed well?
a) Customer Loyalty
b) Customer Satisfaction

Q5. Have you seen the brand growing over the years?
a) Yes
b) No

Q6. Has the brand reached a point of stagnation without any

scope of increasing its utility further?
a) Yes
b) No

Q7. Are you a loyal customer for the products you buy?
a) Yes always. I stick to the same products.
b) Never. I keep experimenting with new products.
c) Only for quality products. Where it is a commodity, I
choose the least-priced product.

Section-B

Brand Preference Questionnaire

Q1. Does country of origin affect your product purchase

decision?
a) Yes
b) No

Q2. Does association of product with a particular group of

company lead to preference for such products?
a) Sometimes
b) Always
c) Never

Q3. Which of the following do you prefer?

a) Products from bigger companies with wider distribution
b) Products from companies with good warranty and after
sales service
c) Products from local companies with better price and
slightly lesser quality
d) Products belonging to companies with good brand image
e) If Others please specify
_____________________________________

Section-C

Brand Image Questionnaire

Q1. Can you identify our logo?

____________________________________________________

Q2. How do you differentiate our products from our competitors?

____________________________________________________

Q3. Do you think our products get good word of mouth publicity?
a) Yes
b) No
c) Dont know

Q4. If no, then describe which products go against your values

____________________________________________________

Q5. Do our products provide a sense of self-esteem to you?

a) Yes
b) No
c) May be

d) Cant say

Q6. Apart from the direct benefit of the product, what else do
you look for in the product?
a) Image of the product
b) Identification with other users of the brand
c) Other _______________________________

Section-D

Brand Loyalty Questionnaire

Q1. The price of our brand

a) Is as per your expectations
b) Is more than your expectations
c) Is less than your expectations
d) Cant say

Q2. What are the sources of our product brand information?

a) Family members
b) Peers
c) TV ads
d) Point of sales

e) Website
f)

Other ________________________

Q3. To what extent has the product been successful to meet your
needs?
a) To the fullest extent
b) More than 80%
c) 50% 80%
d) Less than 50%
e) Cant say

Q4. Rank the packaging and product information of the product

with 1 being the least and 5 being the highest

1
2
3
4
5

Q5. Rank the customer relationship service of our brand, 1=

least and 5 = highest

1
2
3
4
5

Bibliography

Data collected during study

Marketing by Philip Kotler
Consumer behaviour
http://www.marketingteacher.com/consumer-behavior-atmospherics/
Brand Perception and Brand Preference
Mohan Garments website
http://www.mohangarments.com/about-mohangarments/philosophyvalues.html
Google
Wikipedia