Planet Fashion

MULTI BRAND in INDIA

MULTI BRAND MONO BRAND

Wide Variety- Brands/ Categories Variety within the brand

Caters to huge market of Occasion Very few specific brands cater to

buying (Wedding being biggest) Occasion buying

Over 90%+ of India buys from Only 7-8% customers (primarily

MBOs 4800 towns. Organised players in 200 Metros/Mini-Metros/Tier-1) are
towns. Regional MBOs brand loyal to specific brands
Quality of retailing of Madura Brands

MGs biggest & most successful customer: Snow white, CP, Delhi
We were one among hundred brands in the store
with no control over display, branding & aesthetics
. and no control brand adjacencies, customer experience.
2001: Planet Fashions first store- PF Commercial Street, Bangalore

Launched with complete space dedicated to MG brands

Each Brand had its Retail Identity
Recreated an EBO ambience
 TIMELINE JOURNEY till 2008

PF grows to be a retail chain Franchisees convert to Real Estate bubble

of 40 stores- 25 FOFO become land lords, bursts, rent/expenses
(consignment) and 15 B&S retail space becomes comes under the
unaffordable scanner

2001 2002 04 2004 2005 2006 2007 08 2008

PF is a retail chain of 70
1st Planet Fashion Rental & Retail Boom B&S stores also
stores, 50 Consignment (40
launched at begins, all new stores diminish as COFO
COFO, 10 FOFO), 20 B&S.
Commercial Street come from existing stores increase
Recession and Inflation
network of franchisees
arrive.

MBO DRESS CIRCLE MEGA STORE PLANET FASHION

 2009-2014

Competition Overview
Challenges & Way forward
Competition in Metros/Mini-metros/Tier-1
 Competition in Tier-2/3

Competition in Non-Metros is less intense as these areas are still dominated by regional players.
Also, the stature of Planet Fashion is much higher in these markets.
Competition in Tier-4
Planet Fashion, CMH Road, Bangalore
Planet Fashion, R T Nagar, Bangalore
PF Essence

Lighthouse for the progressive Indian man,

entering the relatively new world of stature
brands.

19
 Planet Fashion: TG Profiles

CORE TG

20
 Delivering the Positioning

PF Brand Promise

Planet Fashion will enable the progressive man enter the

relatively new world of stature brands, by:

1. Simplifying selection by offering him hand-picked

relevant merchandise/ product solutions.

2. Enabling him to make the right fashion choice and

accentuate his style.

21
 4 pillars of Planet Fashions future

1. PROJECT LIGHTHOUSE 2. PROJECT BHARAT 3. PROJECT TURBO

4. PROJECT LEAN
FUTURE PROJECT
PLANS LIGHTHOUSE
Planet Fashion
will enable Planet
Fashion -

To have a dominating presence in Tier-4 :

Project Bharat

Improve each Stores LTL performance -

BRAND BUILDING Project
DOMINATETurbo
Tier- 4 LEAN and MIGHTY

POSITIONING - Lighthouse Drive Expansion (100 Drive superior LTL

in the relatively new world Improve
Stores) Sell-thrus /Inventory turns: Stores
Close Unviable
of stature brands Project Lean
Develop Business Open 36 Consignment
Processes Stores, focus on Project
DIFFERENTIATION Launch Private Label Gold (3500-6000 sqft
Project AGNI (4 product- size) 22
led properties) Inventory & Returns
Integrated Approach to deliver the Brand Promise
through all touch-points

Enable the
progressive IN-MALL
man to enter
the world of
stature
Consumer brands CRM
Insights

Merchandise Digital

23
In-store Experience

Enable the
progressive
man to enter
the world of
stature
brands
 PROJECT LIGHTHOUSE- RTB: Retail Experience
Planet Fashion
Lighthouse for the progressive Indian man, entering the relatively new world of stature brands.

Simplifies the selection, helps him make the right choice and accentuates his style.

SIMPLIFY HELP ACCENTUATE

RELEVANT MERCHANDISE VM STAFF

SELECTION ENVIRONMENT - SELLING ENVIRONMENT - BUYING ENVIRONMENT
L1 MUST HAVEs (Core) Conversion (Table Programme) Greet & Assist
L2 Fashion & PRODUCT HOOKS Cross-sell (Wall-Stack/ hang) Engage: Suggest looks
L3 Aspiration Fashion Up-sell (Face-out/ Highlight) Engage: Suggest trends

Store Specific Buying Project IMMACULATE (VM) PF FASHION EXPERT (PFFE)

Project AGNI (4 Hooks) Project IMPACT (Store Design) FASHION ADVISORS
Merchandise will play a key role in delivering PF Positioning

Store-specific buying based

on consumer insight done
for SS15 & AW15, which will
also develop focused point-
of-views for each store.
Local marketing activation
Enable the
progressive will rally around it.
man to enter
the world of
stature
brands PROJECT AGNI launched
with 4 brand-agnostic
Merchandise
properties, which PF will
own and consistently
deliver, for customers to
associate PF with.

26
 PF to own four compelling hooks

SUITability LINEN LIFE

We help you find the RIGHT suit for Exciting wide range of Linens
every occasion all year round

CLASSIC MUST HAVEs ALL DAY EASY

27
Destination for must haves in a Man's Wardrobe Technology for Comfort
Suitability

Positioning: We help you find the RIGHT suit for

every occasion. They are well crafted, premium
in quality and are handpicked just for you

FOCUS : Various Occasions to DRESS UP to be

depicted, Highlight the fact that our suits fit you
just right & that we have suits no matter what
your occasion is - Wedding, Corporate meeting
and Party / evening out.

Product Categories:
1. Contemporary & Classic Suits
2. Sleek Blazers
3. Hand Crafted Tuxedos
4. Vintage Nehru Jackets
The Linen Life

Positioning: Exciting, wide range of

Linens all year round

FOCUS: The wide range / various colours

that we have on offer, the comfort factor
and the premium (the good life) attribute
associated with Linen must come
through

Product Categories:

1. Linen Shirts
2. Trousers
3. Jackets
Classic Must Haves

Positioning: If you dont have these classic must

haves in your everyday wardrobe, then youre
missing out OR Simply put - Planet fashion
recommends this seasons must haves

FOCUS: The essentials on a mans wardrobe. What

are the basics things that one must have no matter
what.

Product Categories

1. The Best White Shirt

2. Beige Trousers
3. True Navy Blazer
4. Classic Blue Shirt
5. Deep Black Trousers
6. Indigo Denims
 All Day Easy

All Day
Positioning: Easy to maintain, hassle free and quick-
plug n play wardrobe for the urban traveller
Easy
FOCUS: Showcase anti wrinkle property of the shirt,
No need to iron, stain resistant, shirt remains
non-crumpled for a long period of time and also
showcase various scenarios that these shirts and
trousers come handy Travel time air, taxi etc.
, in meetings, between meetings, Packed in a
Suitcase

Product Categories:
1. Wrinkle Free Shirts and Trousers
2. Non-Iron Shirts
3. Stain Resistant Shirts
4. Quick Dry shirts
5. Odour Resistant shirts
Suitability section In Store Rendition (reference)
Suitability section In Store Rendition (reference)
 LINEN LIFE
- In store section rendition (reference visual)
 CLASSIC
Classic MustMUST HAVEs
Haves Section
- In store section rendition (reference visual)
 ALL DAY EASY section
- In store rendition (reference visual)
Consumer Communication: ATL

Enable the
progressive
man to enter
the world of
stature
brands
PF will starts its Digital Marketing journey

Enable the
progressive
man to enter
the world of
stature
brands

Digital
 4 pillars of Planet Fashions future

1. PROJECT LIGHTHOUSE 2. PROJECT BHARAT 3. PROJECT TURBO

4. PROJECT LEAN
FUTURE PLANS Planet Fashion

BRAND BUILDING DOMINATE Tier- 4 LEAN and MIGHTY

POSITIONING - Lighthouse Drive Expansion (100 Drive superior LTL

in the relatively new world Stores) Close Unviable Stores
of stature brands Develop Business Open 36 Consignment
Processes Stores, focus on Project
DIFFERENTIATION Launch Private Label Gold (3500-6000 sqft
Project AGNI (4 product- size) 39
led properties) Inventory & Returns
Project Bharat- A Strategic business model for market penetration in
smaller towns in India

Where do we aim
Example of Tier 4 to go!

Learnings! -Reach &

Where are we penetration plan
How did we -Operational
now?
start? excellence

1. Identifying the opportunity -Project Bharat -Key

in small towns store launch status takeaways
2. Understanding of small -Store performance
town markets
-Consumer behavior
2.How did we address
them
3.Execution plan
 Market Classification

S.No. Market Type Key Media Objective Focus Markets

Bangalore, Delhi, Chennai, Kolkata, Pune,

METRO/MINI METRO /TIER 1 -
1 Brand Building hyderabad, Kochi, Trivandrum, Lucknow,
Growth
Chandigarh, Jaipur

Allahabad, Varanasi, Dehradun, Bhopal, Rohtak,

TIER 2/3 - Expansion and Brand Awareness and Nashik, Haldwani, Nagpur, Kolhapur, Solapur,
2
Growth Penetration Mysore, Managlore, Belgaum, Hubli, Shimoga,
Madurai, Trichy, Kollam, Coimbatore

Example:
Satna, Bhagalpur, Nanded, Sangli, Jorhat,
TIER 4 - Expansion
3 Brand Impact Dibrugarh, Muzaffarpur, Gaya, Bijapur, Karimnagar,
(Project Bharat)
Kumbakkonam, Thanjavur, Kanchipuram, Atingal,
Karunagapally
 How did we start?
1. Identifying the opportunity in small towns
1 Why is there stagnation in tier 1/2/3 towns?
Diminishing competitive advantage in Tier 1/2/3 Towns
Saturation in these towns

2 Why smaller towns are attractive?

Access to internet,
Social trends telecommunication & other
media has aided information
availability
Increasing usage of credit
Economic trends
facilities
Enlightened consumers
Nuclearization of families
Increased
has
land price
created a demand for
Easier access
consumer goods Increased disposable income
to financial
Education trends
Increased focus on brands and
institutions quality
Industrializat
Discretionary spending on
ion Increasing education
level has complimented the consumer durables, fashion,
awareness automobile & health care
Increased the need for
self-grooming & projection
in the society as a medium
of growth
 How did we start?
2. Understanding of small town consumer
Planet fashion caters to the Madura brands satisfy the
Functional values & Emotional Functional Values aspirational needs of the tier 4
Passionate
connect with the consumer consumer by offering brands
Party
with offerings like- wear Excellence that stand for-
Good
1. Wide range of casuals denim 1. Excellence
collectio Strong goal
2. Wide variety Wide orientation 2. Leadership
n
3. Occasion led offering range 3. Vibrancy
4. Relevant hand picked semi 4. Self belief
formals
merchandise Good Enthusiastic
casual
Mix

Occasion Autonomy
led
buying

Variety Confidence
1. Fashion Expert Seeking
2. Understanding,
Non
3. Enabling intimida
Image Aspirational Values
enhancement
4. Knowledgeable ting in
Impact
5. Caring rest of Trusted
ful Help in
India source
6. Branded Mens apparel store making
7. Trust source from the house in Nurtur Helpful in
the
north e and decision
of ABG right
gentle making
choice
toward
Emotional connect s me
 Learnings?
Key takeaways

Look & feel of the store Franchisee expertise in the

Grand faade and large market
retail area has helped to Local Partner with previous
project the stores as retailing experience and
destination shopping stops. market exposure has helped
in success of the project.

Better Customer connect

Relevant merchandise
The involved local partners
helped in reaching out to a large Merchandise planning at local
audience instantly which has level with inputs from the
helped in robust topline from the franchisees has aided the
opening hence reducing gestation sales.
period.
 Learnings?
Key takeaway- Grand opening helps!

Grand opening Planet Fashion-

Bhagalpur, Bihar

Better Customer connect

Localized marketing activity during the store
opening in Bhagalpur has helped in
attracting customers in large numbers and
create a long lasting impression.

Local celebrities were invited to add to the

grand opening of Angul store. Celebrity
presence created a great buzz in the town
and attracted a large number of people
Celebrity charisma in Planet Fashion
store-Angul, Orissa
 Learnings?
Key takeaway- Experience and passion leads to success

Franchisee
expertise in
the market

Satna-A success story

Location- Satna, M.P.

Franchisee background-Kailash Alyani the franchisee owns a Family store named Prithviraj
operational since past 35 years, it does an annual business of 5 Crores , the family comprises of Three
Brothers & Kailasha's Son Danny. The store is a full time occupation for all of them.
Kailashs son Danny looks after our Planet fashion store

Key takeaway-Franchisee with an indepth Local Knowledge is fundamental to the Ventures success,
they want their younger generation to associate with organized retail as Purchasing is a BIG Factor &
people are now in favor of avoiding Multiple Supply points
 Learnings?
Key takeaway- Impactful stores

Look & feel of the store

Barnala store has an impactful faade which is
one of its kind in Barnala. Street presence is felt
and helps in attracting more and more
consumers. Also the look and feel from interior
clearly depicts that the store stand for
excellence and status.

Begusarai has a beautiful

faade displaying the grand
interior. The suit collection
has proper seating area for
the customer creating a
 Learnings?
Key takeaway-We know you better

With the input of local

franchisee the store was
well stocked for the
pooja season and it was
able to sell 500 t-shirts
Angul, Orissa
in 40 days

Relevant merchandise
In 13 days the store has done an
envious number of 17 Lakhs.

Impactful suit and blazer section

has made it a wedding shopping
destination

Bhagalpur, Bihar
GROW EXPONENTIALLY

FY16 FY18
Trajectory & Growth roadmap

49
100 cr per year+
2018 600 cr
Trajectory of Transformation- Growth roadmap

700 PF will

600
Add revenue of
500
=>90 cr Rs. every
Inflection point year during FY16-
NSV (Rs. Crs.)

400 18 (as compared to

Get fit 3-5 yr. trend in past)
300 388 crs by FY16
485 crs by FY17
200
600 crs by FY18
100
Have 576 stores
0 across 475+ towns
06 07 08 09 10 11 12 13 14 15 16 17 18 by FY18 exit
FY Exit

FY Exit 06 07 08 09 10 11 12 13 14 15 16 17 18
NSV (Rs. Crs)
59 69 100 109 127 170 209 236 275 299 388 485 600
(Consgmt + B&S)
Growth% NA 17% 45% 9% 17% 34% 23% 13% 16% 9% 30% 25% 24%
No. of Stores 50 576
253 337 450
FY-15 exit
253 stores
across
~175+ towns Jammu

Amritsar
Jalandhar
Ludhiana
Chandigarh
Bhatinda Dehradun
Yamunanagar
Karnal Meerut
India retail map Sonepat
New Delhi
Gurgaon
Ghaziabad
Faridabad Itanagar
Sikar Alwar Moradabad
Aligarh Bareilly
Cities with 3 or more retail outlets Agra
Jaipur Lucknow Gorakhpur
Cities with less than 3 retail outlets Kanpur Guwahati
Jodhpur Ajmer
Opening Shortly Gwalior Siliguri Shillong
Kota Allahabad
Varanasi
Udaipur

FY-16 exit Ahmedabad

Ujjain Bhopal
Jabalpur
Ranchi
Jamshedpur
337 stores Baroda
Surat
Indore
Rourkela
Kolkata

across Valsad
Nasik Nagpur Raipur
Jharsuguda
Sambalpur
Bhubaneshwar
~265+ towns Mumbai
Thane
Panvel
Aurangabad Cuttack
Pune
Sholapur Hanamkonda
Gulbarga Vishakapatnam
Kolhapur Hyderabad
FY-17 exit Belgaum
Rajamundhry
Kakinada
Vijaywada
463 stores Hubli Guntur
Ongole
Shimoga
across Udupi N
Mangalore
~380+ towns
Mysore Bangalore
Vellore Chennai
Kannur Salem Pondicherry
Kozhikode Erode
Tirupur
Palakkad Coimbatore NOT TO SCALE
FY-18 exit Thrissur
Cochin Trichy
Thiruvalla Dindigul
589 stores Kottayam
Kollam
Madurai
Trivandrum
across
~475+ towns 51
 4 pillars of Planet Fashions future

1. PROJECT LIGHTHOUSE 2. PROJECT BHARAT 3. PROJECT TURBO

4. PROJECT LEAN
FUTURE PLANS Planet Fashion

BRAND BUILDING DOMINATE Tier- 4 LEAN and MIGHTY

POSITIONING - Lighthouse Drive Expansion (100 Drive superior LTL

in the relatively new world Stores) Close Unviable Stores
of stature brands Develop Business Open 36 Consignment
Processes Stores, focus on Project
DIFFERENTIATION Launch Private Label Gold (3500-6000 sqft
Project AGNI (4 product- size) 52
led properties) Inventory & Returns
 OPERATIONAL RIGOUR to improve LTL performance of Stores

Case Study:
Insights based positioning and Operational rigour turned around Jayanagar PF.

53
Process of Customer Insight generation & resolution

Mission Happiness Periodic Huddle Market

at Store / HO research
Fashion Advisors
Store Manager

Action Plan:
Reposition of
store 54
 PF Jayanagar Store overhaul - turnaround story
FY 14-15 CBA

52.0 30%
50.9
47.5
22% 23%
36.3 35.3 36.6
33.0 32.9
13%
26.8 CBA

0%
-2% 0% -3%
1 2 3 4 5 6 7 8 9
-8%
1 2 3 4 5 6 7 8 9

Introduction of
Fashion Advisor Market Research Ops Energy
Overall NPS
Re-positioned 23% 24%

Month FY 13-14 CBA FY 14-15 CBA LTL 17%

Apr 0.0 0% 36.3 13% 11%

May 0.0 0% 33.0 -8% 4%

Jun 4.9 -209% 35.3 -2%
1 2 3 4 -6% 5 -4% 6 7 8 9
Jul 40.1 14% 36.6 0% -9%
-11%
Aug 41.6 -14% 32.9 -3% -21%
Sep 33.4 10% 26.8 0% -20% -18%
Oct 37.1 5% 50.9 30% 37%
Nov 41.4 13% 52.0 22% 26%
55
Dec 35.1 -3% 47.5 23% 35%
 PF Jayanagar: Result of Trouser Initiative
What worked What Didnt Work Recommendations
Exclusive trouser section with combined display
Shelf Booklets were utilized by very Fit chart on shelf
enhanced through: talkers/sunboards
few customers
Fit-wise arrangement
Measuring trouser dimensions for Initiative to be
Size Wise arrangement
every customer was a challenge with rolled out in other
Ease of finding the right trouser by shelf
low interest from customers stores
talkers and fit tags

Current Targeted
KPI Parameters Performance Performance
Trouser contribution 16% (value) 22% (value)

Qty. of trousers in a bill 0.35 trousers per bill 0.55 trousers per bill

Shirt to trouser ratio 2.5 : 1 (value) 2.2 : 1 (value)

Shirt to trouser Ratio Trouser contribution

Aug Sep Oct Nov Dec Aug Sep Oct Nov Dec
2.9 : 1 2.5 : 1 2.1 : 1 2.2 : 1 2.1 : 1 15% 17% 21% 19% 22%

Initiative Additional revenue generated for

Impact Sep: Rs 28, 400. Oct : Rs 2.23 lks. Nov : Rs 1.8 lks. Dec : 2.1lks

L2L Growth of 75% 56

 Customer Advocacy on the rise: PF Mission Happiness Snapshot

Summary:
1. MH launched in Bangalore in 3 stores in Mar 2015
2. MH roll out in NCR 7 stores in May 2015
3. MH roll out in Chennai 3 stores in Aug 2015
4. MH roll out in Mumbai in process
5. MH roll out in Hyderabad and Kolkatta Month end

Overall 13 stores of MH till date

43% 43% 45%
39% 40%
33%
24% 27% 25% Month NPS Buyer HI Non Buyer HI
23% 23% 21%
21%
16% 16% Feb 2% 24% -21%
13% NPS
9% 10% Mar -6% 16% -28%
6% 7% 6% 8%
Buyer HI Apr 1% 16% -14%
2% 1%
Non Buyer HI May -4% 21% -28%
1 2 -6% 3 4 -4% 5 -8% 6 -7% 7 8 9 10 11
Jun 9% 27% -8%
-14%
-18% Jul 13% 33% -7%
-21%
Aug 10% 39% -18%
-28% -28%
Sep 23% 43% 6%
Oct 25% 43% 7%
Nov 23% 45% 6%
Dec 21% 40% 57
8%
 PF Jayanagar: Trouser Initiative
The Selling
Process
Staff shows Staff Staff arranges other
Staff inquires on Staff asks for
Customer asks booklet, takes encourages options/required
trouser type required fit, colors in same fit
for trouser measurement and customer for
(casual/formal) size and color during trial
recommends fit trial

Action Steps taken:

Separate section created for formals and cotton
trousers
Shelf talkers for size/fit placed in the trouser section
3 CCAs trained specifically on all types of trouser fits

Store Layout: BEFORE Store Layout: AFTER

Shelf Talkers
including
Size/Fit

Individual LP
Section with
trousers 58
 Customer Advocacy on the rise: PF Mission Happiness Snapshot

Summary:
1. MH launched in Bangalore in 3 stores in Mar 2015
2. MH roll out in NCR 7 stores in May 2015
3. MH roll out in Chennai 3 stores in Aug 2015
4. MH roll out in Mumbai in process

Overall 13 stores of MH till date

43% 43%
39%
33%
27% 25%
24% 23%
21% Month NPS Buyer HI Non Buyer HI
16% 16%
13% NPS
Feb 2% 24% -21%
9% 10%
6% 7% Buyer HI
Mar -6% 16% -28%
2% 1% Apr 1% 16% -14%
Non Buyer HI
Feb Mar-6% Apr May-4% Jun Jul Aug Sep Oct
-8% -7% May -4% 21% -28%
-14% Jun 9% 27% -8%
-18%
-21% Jul 13% 33% -7%
-28% -28% Aug 10% 39% -18%
Sep 23% 43% 6%
59
Oct 25% 43% 7%
 LOOK & FEEL

PROJECT IMPACT- New Retail Identity

PROJECT IMMACULATE - VM Excellence

60
 Project Impact
- Retail Identity & Renovation
1st implementation- Forum Mall
Nov-14

61
Devraj Urs (Mysore) Renovation- adapted Grande design
BEFORE RENOVATION AFTER RENOVATION
(Nov12-July13)- LTL period of 9 months (Nov13-July14)- LTL period of 9 months
Carpet Area (sqft) 3600 Carpet Area (sqft) 6000
NSV (Rs. Lakhs) 190 NSV (Rs. Lakhs) 362
Monthly Avg (R. lakhs) 21 Monthly Avg (R. lakhs) 40
SSPD 20 SSPD 22
Sellex (Rs. Lakhs) 69 Sellex (Rs. Lakhs) 112
CBA (Rs. Lakhs) 50 CBA (Rs. Lakhs) 117
CBA% 26% CBA% 32%
LTL Growth 91%

62
FocalFocal
point for CROSS SELLING
Point

63
Project Immaculate

VM Excellence

64
Project Immaculate

VM Excellence
Interim Results
VM BENCHMARKING AUDIT
Audit Parameters
 Benchmark for PF
EBOs (FORMAL) & MBOs (Large Regional players)
PF ranked BEST among all players in its Benchmark set
Planet Fashion now ranks No. 2 among Mainline EBOs of MFL
 EXCELLENCE

Retail Management Model (focus on T-35)

PF way of BEST or Nothing
PF FASHION EXPERT (PFFE) Training

70
 Planet Fashion RETAIL MANAGEMENT MODEL
Measurable Output to monitor progress: Composite EXCELLENCE score (measured monthly)
across all 10 elements
All ratings on a scale of 10 (i.e. 10 on 10 principle for being BEST)

BEST or Nothing Responsiveness Training Processes

Score Rating of - Coverage as per 5 key processes
charter to capture consumer
Regional Team
insight (1) Walkin (2)
Store Manager
Effectiveness Cust Profile (3) Loss of
(impact on individual Sale (4) Cust Feedback
(5) Store huddle
KPIs)

CRM VM
Trgt achvmnt Prjct Immaculate
Of Mystery
Enrolment & Repeat Shopper Score
Purchase VM Champ

Relevant Merchandise Promotion KPIs

Tgt achvmt of
CBA
1.Category Tgt vs Achvmt Catchment Drive Trgt Achvmt thru
2.Display of Slow movers & Promotions as per 1.Walkin
Cut sizes Opex control
52 week calendar 2.Conversion
3.Replenishment 3.ABV
4.Space to Sale Ratio & its efficacy
4.UPT
5.Gap vis--vis Buy Plan
5.NSV
71
Top 35 Stores of PF to become excellence-benchmark of its
Retail Management Model, by FY15 end

72
 Composite EXCELLENCE Score (Start Month: June14)-
Monthly Progress Scoreboard for T-35
T-35 SCOREBOARD - Am I "BEST" ( ) or "NOTHING" (Something / Nothing ) ? -10 on 10
WHERE AM I ? WHO MAKES ME "WHAT AM I" ? WHAT AM I ?
Sr. Store Store location
Region City ARM RM RBM RVM Projects SM Dec-14
No. Code name
1 100638 CP North Delhi Mansi Siddharth Paridhi Amit Shiv Deepak Gupta 8.3
2 100637 South Extn North Delhi Mansi Siddharth Paridhi Amit Shiv Rahul Naasa 8.3
Targeted
3 1000162 Karol bagh North Delhi Mansi Siddharth Paridhi Amit Shiv Vinay Kumar 7.9
4 100466 Kamlanagar North Delhi Mansi Siddharth Paridhi Amit Shiv Vikas Diwakar 8.4
Milestones
5 100736 DLF Courtyard North Delhi Mansi Siddharth Paridhi Amit Shiv Maninder Singh Sartan 9.5
6 100597 Ambedkar Rd North Ghaziabad Rigvendra Siddharth Paridhi Mubarak Shiv Mohd. Asim 8.6
7
8
100993
100719
Rajpur Road
Hazratgunj
North
North
Dehradun
Lucknow
Rigvendra
Rigvendra
Siddharth
Siddharth
Paridhi Mubarak Shiv
Paridhi Mubarak Shiv
Deepak Singh
Mohd. Sakeel
8.1
8.7
Q2 (FY15) : 6 Stores to
9 100265 SAHARA Mall North Lucknow Rigvendra Siddharth Paridhi Mubarak Shiv Deepali Upadhyaya 8.6 attain BEST level
10 101355 Durgakund North Varanasi Rigvendra Siddharth Paridhi Mubarak Shiv Abhishekh 8.6
11 101134 Sigra North Varanasi Rigvendra Siddharth Paridhi Mubarak Shiv Mohd. Sageer 8.2
12 101467 Abu Lane North Meerut Rigvendra Siddharth Paridhi Mubarak Shiv Waseem 8.2
13 101541 Ranipur More North Haridwar Rigvendra Siddharth Paridhi Mubarak Shiv PK Yadav 8.4 Q3 (FY15) : 14 Stores
14
15
101389
100667
Sector - 17C
Sector 17
North
North
Chandigarh
Chandigarh
Sujeet
Sujeet
Siddharth
Siddharth
Nadha
Nadha
Amit
Amit
Shiv
Shiv
Manik Das
Amrish agarwal
7.4
8.4
to attain BEST level
16
17
101393
100701
West End Mall
Hanuman Chwk
North
North
Ludhiana
Bhatinda
Sujeet
Sujeet
Siddharth
Siddharth
Nadha
Nadha
Amit
Amit
Shiv
Shiv
Manoj
Gulfam
8.5
8.7
(Act: 11 Stores
18 100067 CommStreet South Bangalore Anthony Tanmay Kunal Krishna Fiyas Purushotham 8.4 attained BEST level, 17
19 100160 FORUM South Bangalore Anthony Tanmay Kunal Krishna Fiyas Prem Kapur 8.4
20 1000181 100 Ft Road South Bangalore Anthony Tanmay Kunal Krishna Fiyas Ravi 6.8
are borderline to BEST
21 1000183 Jayanagar South Bangalore Anthony Tanmay Kunal Krishna Fiyas Ajit Rajmani 8.6 scoring >8.0)
22 100702 Jayanagar 2 South Bangalore Anthony Tanmay Kunal Krishna Fiyas Mousin 8.1
23 100268 Residency Rd South Bangalore Anthony Tanmay Kunal Krishna Fiyas Syed 8.5
24 1000184 Devraj Urs Rd South Mysore Anthony Tanmay Kunal Krishna Fiyas Asif 8.3
25 100319 Anna Nagar South Chennai Anthony Tanmay Kunal Krishna Fiyas Ganesh 8.6 Q4 (FY15) : 28 Stores
26 100529 Pondy Bazar South Chennai Anthony Tanmay Kunal Krishna Fiyas Sathish 8.3
27 100867 Burf road South Erode Anthony Tanmay Kunal Krishna Fiyas Guna 8.4
to attain BEST level
28 100306 CITI CENTER South Hyderabad Prabhu Tanmay Kunal Krishna Fiyas Ramesh 8.0
29 101100 Main road South Kollam Kumaran Tanmay Kunal Krishna Fiyas Karthik 8.1
30
31
101043
100552
Lokhandwala
Aundh
West
West
Mumbai
Pune
Arif
Arif
Shiraz
Shiraz
Samira Amit
Samira Amit
Fiyas
Fiyas
Samir Alwe / Ashok
Bhushan / Sonu Pillay
8.2
7.1
Q1 (FY16): All 35
32 100859 Rajarampuri West Kolhapur Arif Shiraz Samira Amit Fiyas Vijay Kupate 7.0 stores to attain BEST
33 101013 Main road West Sholapur Arif Shiraz Samira Amit Fiyas Shiv Kumar (Franchisee) 6.9
34 100986 G S Road East Guwahati Raj Prabhakar Paridhi Mubarak Shiv Dinesh 8.0
level 73
35 101122 Main road East Ranchi Raj Prabhakar Paridhi Mubarak Shiv Sanjeev Kumar Gupta 8.6
MANAGEMENT MODEL: TRAINING of Store Staff

BEST or Nothing Responsiveness Training Processes

Score Rating of - Coverage as per 5 key processes
Regional Team charter to capture consumer
Store Manager insight (1) Walkin (2)
Effectiveness Cust Profile (3) Loss of
(impact on individual Sale (4) Cust Feedback
KPIs) (5) Store huddle

CRM VM
Trgt achvmnt Prjct Immaculate
Of Mystery
Enrolment & Repeat Shopper Score
Purchase VM Champ

Relevant Merchandise Promotion KPIs CBA

1.Category Tgt vs Achvmt Catchment Drive Tgt achvmt of Trgt Achvmt thru
2.Display of Slow movers & Promotions as per 1.Walkin Opex control
Cut sizes 52 week calendar 2.Conversion
3.Replenishment & its efficacy 3.ABV
4.Space to Sale Ratio
5.Gap vis--vis Buy Plan
4.UPT
5.NSV
74
 Training Approach

Objective Execution

Be true to PF positioning PF Training Charter

Develop Store Staff as

Delivery & Enablement
PF Fashion Expert (PFFE) (Conversion-40%, Upsell-40%, Cross Sell-20%

Delivery & Quality Enhancement

Effectiveness measurement

Learning & Development culture in Focus on L&D for Departments

Planet Fashion

75
 PF way of BEST Training

Delivery & Enablement

Nodal Centre Approach

Identified & Developed Trainers for SUIT SPECIALIST & VM Champ

PF FASHION EXPERT MODULE (developed by ABCRE) - 100% Coverage of PF

Staff by FY15 end

FRANCHISEE CAPABILITY BUILDING Training for Project Bharat partners

(developed by ABCRE) 100% coverage by FY15 end

Quality Enhancement
Develop Effectiveness Measurement methodology

Collaborative effort with Regional Team to check effectiveness and

work out corrective actions 76
Merchandising

Store-specific buying
Project AGNI

77
 STORE-SPECIFIC Buying Process (to improve inventory efficiency)
CONSUMER INSIGHTS >> RELEVANT MERCHANDISE >> SS15 & AW15 buy-plan done
(synchronised the launch calendar with Store-specific marketing calendar)

SS15 buy-plan

Integration of
Bottom-up
workout with Top- Relevant Merchandise : BOTTOM UP Buy plan working for SS15 and for
down view. T-35 stores and AW15 buy-plan for 94 Stores
Regional Business Teams visited each store to deep-dive into consumer insight and developed a point of
Synchronisation of view for each Store to develop buy-plan.
Season launch
calendar with 52 Tallied the data with Rate
Consumer Insights
week business & of Sale, Top/ Bottom 10
sellers in each category,
marketing calendar and past Sell-thru data. (5 processes in each T-35 store)
of each store (i.e.
peaks and non- Prepared SS15 buy-plan
peaks) Customer Feedback
for each store Customer Loss of
Walkin through CCAs, Competition
Profile Sale
Report Mission Happiness Benchmarking
Report Report
and Fashion Advisors

78
Planet Fashion New identity
COMING SOON.Tagline in Print Communications
Thanks

90