spatial analysis to identify suitable offline retail partner
TRANSCRIPT
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National Institute of Fashion Technology Masters in Fashion Management 2013 – 2015
GRADUATION RESEARCH PROJECT
SPATIAL ANALYSIS TO IDENTIFY SUITABLE OFFLINE RETAIL PARTNER – A
CASE OF INDIAN ARTIZANSPROJECT UNDERTAKEN FOR PARTIAL FULFILLMENT OF GRADUATION RESEARCH
PROJECT AT INCRAFT FASHION VENTURES LTD.
PRESENTED BY:AVANI CHHAJLANI
HYD13MM11
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Contents
• About the Company• Objective & Methodology• Data Analysis• Demographic Analysis• Spatial Analysis
• Findings & Suggestions• Conclusion• References
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About The Company
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InCraft Fashion Ventures
• Private Company incorporated on 18 October 2013 , at Pune• Engaged in distribution of
art and craft works
Ekam
Indian Artizans
Style Katha
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• Hand crafted products• Dedicated artisans• Two pronged strategy
Indian ArtizansMaheshwaris
Chanderi
Gujarat Bandhani
Paithani
East silks
South silks
Chikankari
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Indian Artizans
Ludhiana
Pune
Kolhapur
Nagpur
Guwahati
Raipur
RanchiMaheshwar
Chanderi
Kanchipuram
Hyderabad
Uppada
Rajkot
Patan
Bhuj
Sambalpur
Lucknow Benaras
Srinagar
Jaipur Kota
Kolkata
Places of Show
Places of Creation
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Objective & Methodology
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Objective and Methodology
Type of Research: Descriptive Ethnographic Research (Case and Field Research Design)Data Collection: Questionnaire & ObservationSampling: Convenience + Snowball sampling & sample size 408Data Analysis: Excel functions and tabulations. For spatial analysis ESRI software ArcMaps as well as eSpatial
To find the most feasible stores to tie up for stocking handcrafted ethnic apparel in the Mumbai City
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Data Analysis
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Demographic Analysis
Goregaon - Borivali11%
Andheri - Santacruz24%
Khar & Bandra18%
Dadar - Worli13%
Nepean Sea - Walkeshwar22%
Others13%
Area - wise distribution
10,000 - 25,00018%
25,000 - 40,00013%
40,000 - 55,00014%
55,000 - 70,00015%
70,000+38%
Prefer not to answer2%
Income bracket of the respondents
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Spatial Analysis
Map customer presence
Filter customer concentrations
Scout for stores in areas
of concentration
Apply Huff’s Model on stores in vicinity
Map customer presence
Filter customer concentrations
Scout for stores in areas
of concentration
Apply Huff’s Model on stores in vicinity
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Consumer Clusters
High Income Clusters
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Spatial Analysis
Map customer presence
Filter customer concentrations
Scout for stores in areas
of concentration
Apply Huff’s Model on stores in vicinity
Map customer presence
Filter customer concentrations
Scout for stores in areas
of concentration
Apply Huff’s Model on stores in vicinity
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Spatial AnalysisStores in Andheri - Santacruz • Dvar• Paaneri• Vyoum
Stores in Bandra – Khar• Atosa• Fuel: The store• Dhoop• Ogaan
Stores in South Mumbai• Benzer• Shray
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Spatial Analysis
Map customer presence
Filter customer concentrations
Scout for stores in areas
of concentration
Apply Huff’s Model on stores in vicinity
Map customer presence
Filter customer concentrations
Scout for stores in areas
of concentration
Apply Huff’s Model on stores in vicinity
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Huff’s Model - DvarDvar India
Dvar - 10th Road - Juhu, Mumbai (Opp HSBC Bank-HILLCREST
Building), Mumbai, Maharashtra, India 400049
Store Area: 4000 sftTime to travel : 15 minutes
Stores in vicinity: Vyoum and Paaneri
Huff’s Probability: 0.312
10 minutes
15 minutes
10 minutes
15 minutes
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Huff’s Model - VyoumVyoum
Vyoum - A Wing, 2nd Floor, Ganga Niwas, V L Mehta Road,
Vile Parle West, Mumbai – 400056
Store Area: 2200 sftTime to travel : 20 minutesStores in vicinity: Dvar and
Paaneri
Huff’s Probability: 0.213
15 minutes
18 minutes
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Huff’s Model - DhoopDhoop
Shop no 2, Mangal Kunj Bldg, B Wing, Junction of 32 and 36
Road, National College Lane, Off Linking Road, Bandra West, Mumbai, Maharashtra, India
400050
Store Area: 2000 sftTime to travel : 21 minutes
Stores in vicinity: Fuel, Ogaan and Atosa
Huff’s Probability: 0.131
10 minutes
18 minutes
15 minutes
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Findings & Suggestions
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FindingsIndian Artizans is a brand that caters to a niche market
and expansion into the city will work only through stores that work with the same target audience as the brand
There are pockets within the city that are frequent buyers of the category of merchandise that Indian
Artizans caters to, the model would work if the brand is successful in tapping and tying up with stores that are
located in those pockets
The travel time factor plays an important role in the attractiveness of the store since most of the stores are
not very well known and higher travel times play as deterrent to shoppers traveling to a location
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Suggestions• Store tie – ups• Dvar India
• Multiple designers showcasing their first collections• Good traction for the brand and thus improve the visibility and
credibility• Vyoum
• Has exclusive collections from designers who excel in bridal wear• Also the major audience flocks for wedding season shopping
• Dhoop• Store at this point does not house apparel but has accessories• Get good traction starting out with apparel with a clientele of Dhoop
which is in line with the brands target audience
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Cost Benefit AnalysisCost Benefit Analysis: Dvar - The multi designer store
Details Month 1 Month 2 Month 3 Month 4 Month 5
Rent 45000 45000 45000 45000 45000
Inventory Costs 540000 720000 630000 630000 720000
Other Costs 60000 60000 60000 60000 60000Total Cost 645000 825000 735000 735000 825000
Benefit 1275000 1700000 1500000 1500000 1700000
TRUE TRUE TRUE TRUE TRUEBenefit:Cost 1.98 2.06 2.04 2.04 2.06
Rent: Rs.300/sft Store space: 150 sft
Average production cost: Rs.9,000/piece
No. of pieces being supplied: 60 pieces/month
Miscellaneous costs: Rs. 60,000Total Cost: Rs. 6,45,000/month
Average selling price: Rs. 25,000Sell through percentage: 85
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Conclusion & References
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ConclusionFuture Scope Of Further Research• Studying the influence on consumer behaviour with geo coded
data
• A Factor Analytic Study of Consumers' Location Specific Values
• The effect of accessibility on retail rents
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ReferencesBOOKS • Berman Evans, J. R. (2012). Retail Management: A Strategic Approach (12th
ed.) Prentice Hall. Retrieved May 5, 2015 JOURNAL REFERENCE • Bravo, R, Iversen, N, & Pina, J 2011, 'Expansion strategies for online brands
going offline', Marketing Intelligence & Planning, 2, General OneFile, EBSCOhost, viewed 18 May 2015.
• Larsson, J, & Öner, Ö 2014, 'Location and co-location in retail: a probabilistic approach using geo-coded data for metropolitan retail markets', Annals Of Regional Science, 52, 2, pp. 385-408, Business Source Complete, EBSCOhost, viewed 18 May 2015.
• Pope, J. A., Lane, W. R., & Stein, J. (2012). A Multiple-Attribute Decision Model forRetail Store Location. Southern Business Review, 37(2), 15-25.
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References• Chow Hou, W., & Pearce, M. R. (1985). PATRONAGE BEHAVIOUR TOWARD
SHOPPING AREAS: A PROPOSED MODEL BASED ON HUFF'S MODEL OF RETAIL GRAVITATION. Advances In Consumer Research, 12(1), 592-597.
• YE, H., REX YUXING, D., & SINA, D. (2014). Decomposing the Impact of Advertising: Augmenting Sales with Online Search Data. Journal Of Marketing Research (JMR), 51(3), 300-319. doi:10.1509/jmr.12.0215
• DINNER, I. M., VAN HEERDE, H. J., & NESLIN, S. A. (2014). Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising. Journal Of Marketing Research (JMR), 51(5), 527-545. doi:10.1509/jmr.11.0466
• A. CAGRI TOLGA, F. T. (2013). A FUZZY MULTI-CRITERIA DECISION ANALYSIS. International Journal of Information Technology & Decision Making, 12(4), 729 - 755. Retrieved from http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=3e02d475-44df-4fd4-82abd32caa9eb7f0%40sessionmgr114&vid=0&hid=104t
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ReferencesWEB • Cooan, H. (n.d.). What Makes a Good Retargeting Ad? Retrieved February 25,
2015, from www.advancedwebranking.com: http://www.advancedwebranking.com/blog/what-makes-a-good-retargetingad/
• Dramowicz, E. (n.d.). Retail Trade Area Analysis Using the Huff Model. Retrieved January 28, 2015, from http://www.directionsmag.com/: http://www.directionsmag.com/entry/retail-trade-area-analysis-using-the-huffmodel/123411
• Ford, J. (2011, April 5). Retargeting: What It Is & How to Use It. Retrieved March 26, 2015, from moz.com: https://moz.com/blog/retargeting-basics-what-it-is-howto-use-it
• The Trade Area Analysis Model. (n.d.). Retrieved April 5, 2015, from lazarus.elte.hu: http://lazarus.elte.hu/hun/digkonyv/havas/mellekl/vm25/vmb01.pdf
SOFTWARE • ArcMap, E. (2013). ESRI 2013. ArcGIS Desktop. Redlands, CA. • eSpatial - Mapping Software. (2014). #265715.