Retail Research Module Project: Color Plus
Pearl Academy of Fashion
Retail Research Module Project
Brand - Color Plus Date – 5 May 2010
Submitted to, Submitted by,
M.Venkata Shreeram Swati Dubbani
Mr. Balachandara.R PGFR 02 I.
Acknowledgement
I thank to M. Vankata Shreeram & Mr. Balachandara.R for their immense support throughout the project.
Without their support I wouldn’t have been able to complete successfully.
II
Executive Summary
Color Plus is not doing well in Raymond store which is situated on Mount road. I took up this topic as my project because Color plus is very well known brand and widely known for its innovative techniques in spite of all this it is not doing well created a interest to know the reasons behind it. In 1993 Color Plus was launched by Viju Mahtaney and Rajan Mudaliar. It is one of India 's leading casual wear brands for Men & Women. They deal in shirts, trousers, knits, survival gear and accessories. Recently it has come up with a CP Kids wear also. In 2003, Raymonds acquired Color Plus brand.
The objective of this project is to find out the reason why it is not doing well in Raymond store which is opp. to Spencer Plaza, Mount Road, Chennai.
For the research I have done secondary & primary research. In secondary research information is gathered by using Internet & Books. Secondary research helped me to familiarize with brand more clearly which includes the factors like their retail history, 4p’s, STP, Brand Strategy etc. It also helped me to lay down the foundation for primary research. While primary research was done by conducting personal interviews of customers in that store only & the sample size was 30.In questionnaire the questions were only closed response questions & the survey is conducted only for boys.
From the research done I could say that following are the major reason for Color Plus not doing well in the store.
Retail Research Module Project
Brand - Color Plus Date – 5 May 2010
Submitted to, Submitted by,
M.Venkata Shreeram Swati Dubbani
Mr. Balachandara.R PGFR 02 I.
Acknowledgement
I thank to M. Vankata Shreeram & Mr. Balachandara.R for their immense support throughout the project.
Without their support I wouldn’t have been able to complete successfully.
II
Executive Summary
Color Plus is not doing well in Raymond store which is situated on Mount road. I took up this topic as my project because Color plus is very well known brand and widely known for its innovative techniques in spite of all this it is not doing well created a interest to know the reasons behind it. In 1993 Color Plus was launched by Viju Mahtaney and Rajan Mudaliar. It is one of India 's leading casual wear brands for Men & Women. They deal in shirts, trousers, knits, survival gear and accessories. Recently it has come up with a CP Kids wear also. In 2003, Raymonds acquired Color Plus brand.
The objective of this project is to find out the reason why it is not doing well in Raymond store which is opp. to Spencer Plaza, Mount Road, Chennai.
For the research I have done secondary & primary research. In secondary research information is gathered by using Internet & Books. Secondary research helped me to familiarize with brand more clearly which includes the factors like their retail history, 4p’s, STP, Brand Strategy etc. It also helped me to lay down the foundation for primary research. While primary research was done by conducting personal interviews of customers in that store only & the sample size was 30.In questionnaire the questions were only closed response questions & the survey is conducted only for boys.
From the research done I could say that following are the major reason for Color Plus not doing well in the store.
References: * Xnovation. Price- Rs. 1755 and Rs. 2070 * Figured fabrique. Price- Rs. 1620 and Rs. 2250 4 * Satin Amsler. Price Rs. 2178 5 * Wallets. Price- Rs. 820, Rs. 999, Rs. 1098, Rs. 1152 Promotion: - Color Plus introduced the concept of smart casual wear which was a new idea and the company had gone to the extent of developing its own definition of sizing and fit