OMNI-CHANNEL RETAIL AND SALES MANAGEMENT
CONSUMER BEHAVIOR AND NEUROMARKETING
fs
integrated JURY ASSIGNMENT
SUBMITTED BY
Charu Tripathi
Ishani Senapati
Meghna Roy
Mounika K
Payal Parida
2
INTRODUCTION
• Indian Terrain was founded by Venky Rajagopal in 2000 with
the aim of providing men in India with premium smart-casual
clothing.
• It is known for is premium fabrics, superior tailoring and
comfortable fits.
• Their clothing suite ranges from shirts, t-shirts, sweaters and
jackets to trousers, shorts and denims to cater cosmopolitan,
upwardly-mobile young Indian man.
• The company introduced the brand “Indian Terrain BOY” in
September 2015 in order to meet the increasing demand for
smart-casual clothing for boys aged between 4-16 years.
• Indian Terrain today retails across the country through its 200+
Exclusive Outlets, 1000+ Multi Brand Outlets, 400+ doors of
Large Format Stores such as Lifestyle, Shoppers Stop, and key
e-commerce platforms. And also through their webstore .
• It is also the first high street brand in India to get the Fairtrade
Label certification.
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MARKETING MIX
PRODUCT PRICE PLACE PROMOTION
They have divided their • The price of Indian • Indian Terrain • Promotion through
products into namely 5 Terrain Men ranges products are available different media channels,
categories: from INR 487 to INR both online and in such as television, print,
• Explorer in you 6799 stores. and digital platforms to
• A seaside escape • Clothing for boys • Indian Terrain operates connect, updates, and run
• Bright summer hues start from INR 499/ to over 1,500+ stores promotional campaigns.
• Suit yourself INR 4499 across formats EBOs, • They also collaborate
• Season of linen MBOs and large with celebrities and
format stores influencers
• Participates in
sponsorships to
strengthen brand image.
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• Experienced
S W
• Declining per unit
O
• Increasing trend of
T
• Competitors catching
management team Casualization up with the product
• Diversified vendors revenue for Indian provides opportunities development
• Product portfolio on all Terrain Fashions Ltd for growth. • Competitive
season casual wear for • Niche markets and • Dearth of brands pressures
Men's and Boyswear local monopolies offering unique • Growing
• Pan India store presence • Declining market formal wear for boys. technological
across store formats and share • Increasing Consumer expertise of local
strong presence in tier 2 • Low investments into appetite for "Made in players in the export
& 3 cities across the Indian Terrain India" brands market
country especially with Fashions Ltd's
"Own Retail" customer oriented
services
5
QUESTIONNAIRE
Out of 43 respondents 53.5% of them were 48.8% of respondents tell that the brand
introduced to the brand by the peer group and moderately caters to their fashion need where
30.5% by the advertisements and 7% from 7% of them say that they cater extremely well.
Social media.
39.5% of respondents tell that they are
well informed about the quality and
features of the brand.
6
Here, a substantial 88.4% of consumers are of Here, Consumers express a desire for the brand to enhance
the opinion that Indian Terrain provides quality its design and expand the variety of its products.
that is commensurate with its price.
Here, 58.1% of consumers perceive the
brand's clothing as comfortable. However,
there is also a segment of 20.9% of
consumers who find the brand's products to
be overpriced and limited in terms of
variations. 7
Here, The majority of respondents view Indian Terrain as
a satisfactory or above-average brand for purchasing Here 41.9% consumer gave a neutral feedback
products. regarding how satisfied they are about the
products.
Consumers' loyalty stems from the fabric quality and
comfort provided by Indian Terrain, while a portion
of consumers may consider opting out due to limited
design variation and branding.
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DEPTH INTERVIEW
Q1- How did you come across this brand?
Ans - I was scrolling through websites for casual shirts and that is how I found this
brand. The casuals attracted me to visit their websites.
Q2 – How do you feel about this brand after using its products?
Ans - I am very confident and comfortable. The fit and design of the shirt is very nice.
Since there is proper fit I use it very frequently. There were many other options like
trousers and denims, but casual shirts were the best and trendy ones.
Q3 – Which brands would you compare with Indian Terrain?
Ans – I really love t-shirts from Reebok and casual shirts from Spykar. Indian Terrain
gives a better fit and quality but I need to explore Indian Terrain more as I have not
heard about this brand from many people.
Q4 – What are some limitations you found in this brand? Interviewee name – Nitish
Ans -- Bottom wear variety is less and very limited designs, accessories list only has Sahu
belts and wallet. Interviewee age – 24 years
Occupation - Student
Q5 – Did you visit their website after using the product to purchase more?
Ans – No, I haven't visited the site because of variety issues. Much more variety is
available in Myntra and Ajio.
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Q1. How did you come across the brand Indian Terrain?
Ans. - I had seen few of my colleagues wear Indian Terrain in office when it had just
launched in early 2000's and they seemed to like it.
Q2. What did you like about Indian Terrain's products?
Ans. - As office goers, we look for decent and comfortable formals that can be worn
throughout the day. So as a user of Indian Terrain, I liked its product quality and
comfort.
Q3. What do you think are the drawbacks of Indian Terrain?
Ans. - Over the years, their collection has not really changed much whereas other
formal wear brands are providing more options. A revamp of its collection could be a
good idea. Interviewee name – Shivaji Roy
Interviewee age – 50 years
Q4. How do you resonate with the brand? Occupation - Investment Banker
Ans. - I resonate with IT as a brand which has been in the business for more than 2
decades
Q5. so is trustworthy
If Indian andmodern
Terrain uses providestechnology
standard quality formal Virtual
like AI/VR, wear. Trial rooms etc would you be more interested in the
brand?
Ans. - Of course, everyone likes change and in the era of digitalization, it's always interesting to see companies coming up
with something like this.
Q6. What do you think is the future of Indian Terrain?
Ans. - I think it needs to work on its marketing and variety. As compared to other brands, I don't see too many advertisements
of Indian Terrain. If it does more of branding, it can successfully attract all kinds of customers. 10
Q1. How did you come across the Indian fashion brand INDIAN TERRAIN?
Ans - I work in the apparel industry and have experience of 32+ years, so I keep myself
updated about brands that the industry is coming up with.
Q2. What products have your purchased from the brand?
Ans - I had brought 2 half-sleeved polo t-shirt and a solid cotton trouser.
Q3. What do you like about the brand?
Ans - I like how the products are very much affordable.
Q4. Did you make a second purchase after the first one?
Ans - No, I did not. I'll tell you why, the first purchase of mine in Indian Terrain was
purely experimental. I made the purchase during summer season. You can see the
garment composition too, which was 100% cotton and the garment was very light
weight, comfortable and appropriate fit. Interviewee name -
Q5. What do you think are the limitations of the brand? Kalaichikusamy Muniyappa
Interviewee age – 50 years
Ans - Maybe since, I am from the same industry my perspective of looking at certain Occupation – Senior Quality
things are in certain ways. I always look for good quality and fit whenever I am buying assurance auditor, PVH.
from other brands or while experimenting. I think Indian Terrain can work on the
demand of their customer base.
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Q1. How did you come across the brand Indian Terrain?
Ans. – I have started buying when I saw my friends wearing that, I loved the texture & fit LOYAL CUSTOMER
so bought one for myself as well. & that’s how I end up buying products from here again &
again.
Q2. What did you like about Indian Terrain's products?
Ans. - I personally am so much fond of their trousers & Nehru half jackets. The fitting is the
best for me. Also I feel it's totally affordable. I prefer buying trousers from Indian Terrain
than any other brand because of their smooth & comfy fabric.
Q3. What do you think are the drawbacks of Indian Terrain?
Ans. - I feel that their products are restricted to limited audience, also they have limited size
options for their half jackets which I prefer most. They are not available Internationally, so
if I am outside India & I want to buy from them I have no choice.
Q4. Do you purchase online or offline?
Ans- I purchase offline from the stores. As I prefer buying trousers so can’t compromise on
the fits. I do not like trend of buying online and then replacing frankly speaking I do not Interviewee name– Amit
have time & patience to wait for orders. Dhown
Q.5 So you do not purchase online, but if Indian Terrain comes up with their mobile Interviewee age– 37 years
app, would you like to explore that.? Occupation-Corporate
sector
Ans - Yes yes why not, infact I do get time during my travelling, in cabs & airports so yes I
can explore mobile app & see what new has come up, and may be I love to order from
there, it would be a new beginning for me also. 12
1. What improvements do you think the brand can
implement so that they grab huge consumer base?
13
2. If Indian terrain uses modern technology like AI/VR, Virtual
trial rooms, would you be more interested in the brand?
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TAKEWAY FROM QUESTIONNAIRE AND
DEPTH INTERVIEW
• Following the distribution of the questionnaire, it was observed that there is a lack of awareness
among people regarding the brand and its products.
• However, based on the survey results, consumers appreciate the quality and comfort provided by the
brand. Nevertheless, there is a desire among consumers for Indian Terrain to enhance the variation of
its products and undertake more effective marketing efforts to promote them.
DEPTH INTERVIEW
• From the depth interview our take away was that the customers want to experiment what Indian terrain
brand is all about and what they have to offer to their customers.
• From a loyal customer, it became evident that the primary concern associated with the brand is its
limited awareness among the general public. Additionally, the brand's product collection lacks
diversity and requires improvement, particularly in terms of accessories. A revamp of the accessory
offerings is necessary to meet the evolving demands and preferences of the customers.
• And the consumers are very much interested in the brand if they try to engage more with the
customers in the offline store by installing Virtual trail room.
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NEUROMARKETING TOOL
VIRTUAL DRESSING ROOM MIRROR
• It will scan the customer’s mirror image and locks it. By scanning the
bar code of any garment at the store or selecting through the online
library and then the customer will get a preview of the garment on
themselves on the life size scan.
• Virtual fitting allows customers to quickly and easily try on virtual
copies of in-store clothes, letting them find the clothes they want faster,
and increasing the number of item impressions.
• Benefits
• Increase brand awareness
• Innovative marketing solution
• Optimized touch points with customers
• Enjoyable shopping experience
• Fast and convenient fitting for all body size
• The revenues of INDIAN TERRAIN
• Smart comparison and easy sharing.
FASHIONS stood at Rs 3,436 M in
FY22
• Virtual Dressing Room Mirror= ₹
7.50 Lakh/ Unit 16
NEUROMARKETING TOOL
FACIAL CODING
• Facial coding is the process of measuring human emotions and
expressions with the help of computer vision, powered by AI and
machine learning, emotions can be detected.
• Cameras which are set up on the virtual dressing mirror and selected
area is allowed to click pictures and the computerized system
studies the facial expression only on the customer's consent.
• Benefits -
• Improve Advertising Effectiveness
• Accurate Consumer Insights in Real-Time
• Predictive Insights
• Personalized Marketing
• Effective Brand Messaging
• The revenues of INDIAN TERRAIN
FASHIONS stood at Rs 3,436 M in FY22
• 3D camera with software = ₹ 96K to 2 Lakh/
system 17
CUSTOMER TOUCH POINTS
1
Awareness 5
Loyalty
Customers get to Providing loyalty
know about the 3 programme called
brand through Purchase
Man2Man Star,
word of mouth and Making a purchase
Pro, Master.
online ads. through online or
offline store.
Consideration Service
Customers google Calling and asking
search about the brand about the service
which leads them provided in the store.
to landing page. The Delivery services
brand sends email (Online purchase)
when they register. 4
2 18
OMNI-CHANNEL STRATEGY
WEBSITE IN-STORE E-MAIL CHATBOT DIGITAL MOBILE SOCIAL
Visual MARKETPLACE APP MEDIA
The official Merchandising • Consumers
- -
website of Indian • Props and Post sale • Myntra • Facebook
Terrain is fixtures follow up • Amazon • Twitter
www.indianterrai • Mannequins • Subscribers • Flipkart • Instagram
n.com • Signage, • Nykaa fashion • Linkedin
. lighting • AJIO
fixtures, and • First Cry
display • Tata Cliq
tables • Kapsons
19
Indian Terrain launches ‘The Day Men Forgot' campaign
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Home Page:
The initial point of entry for visitors and provides an overview of the brand. It typically showcases key
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products, promotions, and latest collections.
Product Catalogue:
Comprehensive catalog of Indian Terrain’s collection for men and boys. Users can browse through
different categories and view individual product details.
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Shopping Cart and Account Creation and
Checkout: Login:
Shopping cart and checkout
process involving shipping
and billing information,
payment options and order
confirmation.
Users can create an account or login
using credentials. Registered users enjoy
benefits like order tracking and access to
order history.
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Customer Support: Social Media Integration:
The website offers
customer support options such as
email, customer service phone
number, returns and exchanges.
Links to Indian Terrain's
social media accounts help users
to stay updated on the latest
promotions, and campaigns.
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Size Guide:
25
SUGGESTIONS
26
Styling Tips/ Samples:
Benefits:
Curated looks of the brand can help in greater customer engagement, greater awareness of new
collections and can make the website look more interesting. 27
Indian Terrain Look-book:
Benefits:
• Cross-Selling and Upselling
• Visual Inspiration • Engaging Customers
• Showcasing new collections • Retaining Customers on the
28
• Brand Identity website
Website Pop-ups:
Benefits:
• Capturing Attention • Personalized User Experience
• User Feedback
• Promotion of Special offers and sales 29
MOBILE
APP
A mobile app can allow shoppers to
browse and purchase products from Under ₹1500
anywhere, at any time.
Benefits
• Enhanced Brand Loyalty
• Increased Customer Engagement
• Improved Customer Experience
• Direct Marketing Channel ₹6999
₹4199
₹6999
₹4199
Under ₹1500
• Data and Insights
• Mobile Payment Integration
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• Indian Terrain should use Chatbots, as they are a powerful tool that
can be used to improve customer service, sales, marketing,
branding, and research.
Benefits
• Customer inquiries regarding product information
CHATBOT • Offers 24/7 support
• Assist with order tracking
• Help troubleshoot common issues
• Improves brand reputation
• Positive customer experience
• Increased brand awareness
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Interactive Displays:
• Interactive elements in the
store displays can engage
customers.
• The use of touch screens or
tablets to showcase
additional product
information, videos etc., can
enhance the overall shopping
experience and increase
customer engagement.
• The advertisements of Indian
Terrain can keep playing
inside the store for greater
visibility.
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In-Store Events:
• Since Indian Terrain has recently robed in
MS Dhoni as their brand ambassador, they
can arrange for his store visit for launching
a new collection or promoting a certain
campaign.
• This will attract a lot of buzz and will also
garner media attention that can hugely add
to Indian Terrain’s marketing and PR
resulting in greater revenues for the
company.
• These kind of events can be held in Metro
cities where Indian Terrain has its stores like
in Delhi or Mumbai to attract maximum
crowd.
• The campaign can be given hashtags like
#MahiforIT and made viral on its social
media platforms.
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Personal Styling Services:
• Personalized styling services in-store can
provide customers with expert advice and
assistance based on individual body shape,
taste etc.
• Having trained stylists available to help
customers choose the right outfits and
accessories can enhance the shopping
experience and build customer loyalty.
• Professional stylists apart from store helpers
can curate looks for important events like
business meetings, conferences etc.
• It can be a paid service for people opting to
get styled by a professional.
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VIRTUAL MIRROR
Style No. 162
Style Type: Checked shirt
Selected Style type: Red
Checked Shirt with collars
Selected Size: M
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Social Media-Instagram Marketing:
Existing Campaign Suggestion
Why leave a
chance to steal
your brother’s
shirt when its
#cutfromthesamecloth!
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Social media campaign on International Men's day
Indian Terrain can launch a campaign where all the men are appreciated for whatever small jobs they have done in their
homes, schools and offices.
Here men are given chance to share all those experiences in just a line and the best 10 will be selected for printed Tshirts.
With this campaign they can engage their target customers through social media where they connect about these
little moments. This could also come up like a new trend ultimately boosting the overall sale of Indian Terrain
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EMAIL MARKETING
Indian Terrain
INDIAN
TERRAIN<[email protected]>Unsubscribe
MEN TEEN JUNIORS KIDS
Exclusively free novelty with gift wrapping service!
38
MOBILE MARKETING
Indian Terrain
SMS
There lies an explorer in every one of us.
Here's a glimpse of what it can look like
when you hone, nurture and let the spirit of
adventure fly with you.
Presenting, The Explorer Edit by Indian
Terrain.
Verified
Khakis, denims, trousers & more - we have
something for every adventure.
Hurry, only on Indian Terrain
39
CONCLUSION
• Indian Terrain has proven itself as a brand that
effortlessly combines style, comfort, and quality to
cater to the modern-day Indian man's fashion needs.
• From our depth interview it was conveyed that Indian
Terrain lacks brand awareness and is still developing its
brand image around its consumers.
• So few neuromarketing tool like Facial Coding System
can help the brand optimize its products according to
the consumer behavior.
• Indian Terrain has embraced the concept of
omnichannel retailing, revolutionizing the way
consumers engage with the brand across various
touchpoints. By seamlessly integrating its physical
stores, e-commerce platforms, and digital channels, it
has created immersive shopping experience for its
customers.
• Adding and incorporating few strategies like chatbot
and social media campaigns, the brand can
ensure consistency, convenience, and personalization
throughout the entire journey. 40
REFERENCES
1. About Us. (n.d.). Retrieved from Indian Terrain: https://www.indianterrain.com/about-us
2. facial coding research. (n.d.). Retrieved from explorer research:
https://explorerresearch.com/facial-coding-research/
3. INDIAN TERRAIN FASHIONS 2021-22 Annual Report Analysis. (n.d.). Retrieved from equity master:
https://www.equitymaster.com/research-it/annual-results-analysis/ITFL/INDIAN-TERRAIN-FASHIONS-2021-2
2-Annual-Report-Analysis/3745#:~:text=The%20revenues%20of%20INDIAN%20TERRAIN,2%2C245%20m%
20reported%20in%20FY21
.
4. Indian Terrain launches ‘The Day Men Forgot' campaign. (2019, november 20). Retrieved from Brand Equity:
https://brandequity.economictimes.indiatimes.com/news/marketing/indian-terrain-launches-the-day-men-forgot-c
ampaign/72141905
5. Indian terrain official. (n.d.). Retrieved from Instagram: https://www.instagram.com/indianterrainofficial/
6. Rathi, R. (2022, april 12). Facial Coding: What Is It and How Marketers Can Use This Technology? Retrieved
from bettermarketing.pub:
https://bettermarketing.pub/facial-coding-what-is-it-and-how-marketers-can-use-this-technology-fb494fc67c25
7. website. (n.d.). Retrieved from Indian Terrain: https://www.indianterrain.com/
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THANK YOU
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