STUDY AND ANALYSIS OF BRAND PERFORMANCE AND STORE OPERATIONS AT HIDESIGN FOR MUMBAI REGION

NUPUR SACHDEVA BATCH [2010-12] MASTER OF FASHION MANAGEMENT

DEPARTMENT OF FASHION MANAGEMENT STUDIES NATIONAL INSTITUTE OF FASHION TECHNOLOGY KOLKATA

DECLARATION
I, Nupur Sachdeva hereby declare that the Internship Project Report entitled Study and analysis of Brand performance and store operations at Hidesign for Mumbai region submitted towards, partial fulfilment of the Degree of Master of Fashion Management is my original work and no part of the project has been copied from any other reports or any other work carried by someone else which has been submitted for any other degree/award. However, any material taken from any other published source has been suitably referred and acknowledged at various places.

Name: Nupur Sachdeva Roll Number: 01 Batch: 2010-12 Centre: Kolkata Date: 11th May, 2012 Place: Kolkata

ACKNOWLEDGEMENT
I am grateful to NIFT for providing me an opportunity to do research work on the research project titled Study and analysis of Brand performance and store operations at Hidesign for Mumbai region. I express my whole hearted thanks to my guide Ms Bharti Moitra for her encouragement and moral support in organizing my work and giving me valuable tips for making it presentable. I am indebted to Mr. Sumit Kumar Chauhan, my industry mentor who has guided and supervised me throughout this study. I have no words to express my gratitude to him. I am also thankful to Ms Nivedita Kalathil for providing me the details of conducting the research from its inception. I will be failing in my duty if I do not mention the name of my CC Ms Ritu Malhotra and other faculty members for their help in my Degree Project.

NAME: Nupur Sachdeva Date of submission: 11th May, 2012

Executive Summary
Hidesign is one of the leading leather goods brand in India which also caters to the global markets. It is often seen that the marketing and promotional efforts of a brand go unnoticed by its target customers or are perceived in a way the brand did not intend to. Thus making it difficult for the brand to achieve sales and perform to its true potential. For this purpose it is very important that the brand conducts frequent surveys and researches to measure the impact of its marketing and promotional campaigns. Thus fulfilling the above purpose, a research was conducted in order to gauge the performance & awareness of Hidesign as a brand amongst the masses and their perception of the brand in the store locations of Mumbai region. This research evaluates the various findings and posts suggestions for improvement in the brands quest for becoming the leader in its category. As a secondary part of the project, the performance of Hidesigns Boutique in Palladium Mall of Mumbai was tracked over a period of four months. Facts like daily and monthly sales figures, walk-ins and conversions, top selling categories and products were taken into account and suggestions were given in order to help achieve its sales targets. The project also includes a training manual which was prepared after careful mapping of the various operations and activities which take place in Hidesign boutiques along with material on efficient selling techniques. The motive behind the preparation of this training manual is to help train the new employees of the organization and increase the efficiency of the current ones.

INDEX

TABLE OF CONTENTS Serial No. 1 2

Chapter

Page No.

Introduction Research objectives and methodology The Research Inferences and Suggestions for Improvement Conclusion Appendix References

1 5

3 4

6 26

5 6 7

29 30 83