DAILY WORK

Today i did my daily work along with i sorted out the catchment targeted for ALCOTT.I did it with the help of the customer database that was available at the store and according to the analysis the maximum number of catchment which alcott is targeting comes from mainly the south zone of delhi and the second best category is from gurgaon.so these two are the major areas from where their target cutomer is residing.
Also i noticed how the brand is trying to connect with the target customer.Firstly they are trying to connect emotionally through the advertisements and the punch line of the brand "space for your style"
most of the customers walk in seeing the punch line and they feel the punch line.the advertisement that the brand have is very youthful,casual,very flamboyant which actually repreents the brand.
Secondly the brand is offering good value to the customer in the terms of price.the prices are very affordable for the Delhites today and quality of the material used is pretty good,as well as the style is very good.so getting all the factor under one roof is also making the customer walk in back the store as well as connecting the customer emotionally with the brand.

ROUTINE WORK

Today i did my routine work of analysing the customer.
Today i also categorized what do people percieve about alcott.every customer percieve alcott to be trendy,stylish,flamboyant,easy going,casual wear brand.many of them try to associate them with the punch line of the brand that is "space for your style"the customer acctualy accepts the tagline and think that their is a style in the brand.
According to me the brand alcott is providing a high "perception of value"to the customer(in terms of price),which is not provided by the competitors brand and that is what is driving the customer back to the the brand.

ROUTINE WORK

Today i did my routine work along with it i learnt about the various fabrics that are used in the construction of the garments at ALCOTT.
the fabrics used in t-shirts is 100%cotton,twill and tella.
The fabric used in making shirts is 100%cotton,twill,popeline.
the basic fabrics are popeline,twill,cotton,tella,mussola,rib(1by1)
the material used in making slippers is Eva plastic as well as the material used in maiking shoes is either canvas or nylon.
the caps are made of the fabric canvas.
ties are made up of the fabric satin.
so these were the various fabrics used having all 100% purity.

ROUTUNE WORK AND CORPORATE HIERARCHY OF ALCOTT

Today i did my routine work of analysing the customer. along with it i got to know about the various corporate heads of alcott.The hierarchy goes about like following:
Timmy Sarma(vice chairman)
Kelvin Coyle(MD)
Sanjeev Rao(secretary)
HUMAN RESOURCES
Anu Khanna(GM)
Smriti Kundra(DM-HR)
BRAND TEAM
Neeti Gupta(Brand Head)
Manmeet Athwal(store manager)
MARKETING HEAD
Vikas

SURVEY

Today I went to survey outside the store in select city as well MGF mall. I came to know that there is very less number of people who are aware of the brand Alcott. And the one who are aware also got to know just while walking in the mall.
The brand awareness is quite low. On asking about the competitor most of them say benetton or lerros, but I feel that benetton is not the actual competitor since benetton is a highly established brand while alcott has just entered the Indian market.lerros is the actual competitor.lerros has got the same product range as well as the same pricing structure. Internationally Abercrombie and Fitch and scorpian bay is the biggest competitor.

VISUAL MERCHANDISING LEARNINGS

Today i did my routine work along with it i went to survey in the mall outside the store for getting the questionare filled.
Along with it i was made to understand how the visual merchandising takes place in a store and how it should be applied.
I learned that all the clothes according to current fashion should be displayed in a layering manner.always the accent colors(the brighter shades like red,purpleetc.)should be put in front with the combination of base colors(lighter colors)
The stacking which is done should always be in a proper manner and of equal length comprising of 1cm distance each.
Today i came to know that the biggest competitor of ALCOTT internatinally are Abercrombie & fitch and scorpion bay.

routine work+competitor analysis

Today i did my routine work of analysing the customer,along with it i was made to do a competitor analysis with benetton.i was made to sit in the benetton store which is just next to the ALCOTT store and i was asked to do a comparitive study to find out how the two brands are different.
I founded that firstly their is huge difference between both the brands .benetton staff has a proper uniform or they have dress for the day.
Benetton is promoting their brand very well through various methods like giving discounts coupons,loyalty card system,hoardings,advertisements etc. wereas alcott is a very new brand so they is no loyalty card system,no advertisements only discount vouchers are their.
Another thing which i noticed that the sales target for benetton is very high as compared to the sales target at alcott.
Another thing,benetton caters to sizes such as :xs,s,m,l,xl,xxl wereas alcott caters to only:s,m,l(*and xl only in few styles)

DAY-3(5 JUNE' 09)

Today i learnt about how the promotion of the brand ALCOTT takes place.ALCOTT is a brand of DLF.along with it,DLF also owns 3 other brands which are boggi,DKNY and sunglass hut.one of the promotion which is going recently is that whomsover shops from alcott and the brand manager thinks that he is a premium customer is given a gift voucher of rs.1000 of sunglass hut.sunglass hut is a brand dealing with shades,of all high end luxurious brands like BVLGARI,TOM-FORD,CARTIERetc.so i learnt that in a way they are promoting their brand as well as their co-brand.
Also today i learnt about how the sales is calculated,and how they manipulate their sales according to the sales target.

DAY-2 (3 JUNE'09)

Today i did my routine job of analysing the cutomer and the store.
I also learnt about how the manufacturing of clothes at ALCOTT is done.ALCOTT being an italian brand,the warehouses are all in italy and the brand head goes for buying of the clothes twice or once every year.one problem which the brand face is in terms of dismatch of seasons, as what clothes they have in winters are too warm and are not suitable for delhi weather so the brand head has to buy the autumn winter collection in advance when their is summers in italy.
Also I learnt about the cycle of merchandise rotation for a season.
how the stock is maintained.

INTERNSHIP WORK-DAY 1(2 june'09)

Today was the first day of my internship in the brand ALCOTT,at DLF place saket.
Alcott is an apparel fashion brand,launched recently by DLF group.today i just noticed how the brand is working,what all is happening in the store,how are the employees working,how do they attend to the customer.
The first thing which i saw was that the staff was not in any proper uniform or any dress code,every staff member was wearing watever they want,some one was wearing benetton,someone was wearing levi's.they were not representing as the brand.
So i think that one of the major thing that the brand was lacking was in terms of their staff dress code.
Today i also saw that the visual merchandising done in the front of the store was very attractive ,people were coming in just seeing the VM ,which helped the store to increase the footfall in a large extent,which alltogether helpd them increasing the sales.
Demographics of the customer who was coming in the store was highly diverse,all age group was coming in,but according to my observation and the segmentation which i did i noticed that customer in the age group of 18-20yrs were the maximum,and also one more intersting fact that i came across was that customer in the age group of 30 and above were the secong best category which came in the store.
Also people were demanding clothes which were displayed in the store in the form of in-store adds,but the but the store did not had those clothes ,so the store could also improve on this.
So, that is what i noticed today.