Works Done: Intern Name: Mamtha Eswari K Guided By: Parul Chopra
Works Done: Intern Name: Mamtha Eswari K Guided By: Parul Chopra
Landmark Group’s value fashion brand Easybuy approaches a store-count of 100, the retailer plans to
continue to open around 50 stores a year and begin expanding into North India and continue expansion in the
east. The brand aims to continue to open stores in South India until it has a store in every district
headquarters.
The brand recently entered the East Indian market and opened three stores in Orissa and two in West
Bengal. Easybuy will continue to build on its presence in the region and begin expanding into North India,
according to Aiyer. The brand will expand with an average store size of 5,500 square feet.
The value fashion retailer Easybuy plans to reach a total of 200 stores by 2022 with a turnover of around Rs
1,000 crore ($150 million) up from its current total of over 100 stores.
UNIQUE SELLING PROPOSITION
Easybuy is one of the few formats in India that offers trendy fashion for the entire family
including footwear and accessories ‘within 5000 sq ft’, with prices lower by 20-25% from
nearest competition and providing ‘in-trend’ styles at delightful prices”.
The other uniqueness is they don’t have just one range for the full country, but
customized basis regional requirements. The brand offers limited yet curated products
relevant to the consumer and market needs. “They customize it according to the market
and plan the store assortment mix”.
The proficient in-house design team ensures international trends are customized to the
market needs.
Product
KEY Quality
Logistics setup
Geographically changing market
preferences
Local marketing strategies
model. Apart from choosing the right location, they work very closely with franchisees in staffing,
recruitment and store operations, apart from leveraging their local knowledge as input into their local
marketing plans.
Franchisees bring in a lot of expertise in customer understanding and also enable them to customize
merchandise, marketing and promotions for the respective locations and clusters.
Easybuy is moving ahead with a vision to open at least one franchisee in every district headquarter of
India, which reflects that huge opportunities lie ahead of the smaller towns, especially for the aspiring
franchisees.
Easybuy reached to the list of Top Franchise 100 Brands identified by The Franchising World, India’s
Customer
Sales
Service
People-Focused Organisation
From its inception, Easybuy has been an organisation that was focused on its people.
Easybuy has adopted established HR practices of its parent company, Landmark Group,
and adapted them to its fast-paced & agile franchise-based business model.
A testimony to the importance that Easybuy places on its people is evident from the fact
that every employee – whether in self-owned or franchised stores – is a part of the same
engagement program and get the same benefits and HR initiatives.
Each store manager is also given a ‘Happy Card’ with engagement budgets loaded in the
card to devise store-specific people plans.
CUSTOMER-CENTRIC PRICE
STRATEGY
Easybuy’s whole proposition is centered around two key consumer
needs – aspiration and affordability.
They bring ‘super styles’ at ‘super prices’ which are 25-30 percent
lesser than the closest competition.
Understanding our customers and what they want has been key in
creating their pricing strategy. This in depth understanding has been
married to a very unique fibre-to-fashion ecosystem that they have
built, involving multiple stakeholders who are cost conscious but non-
compromising in their respective outputs.
With such an efficient and integrated eco-system, their products are
of international standard quality, but at ‘super prices’ leading to a
winning customer-centric pricing strategy.
Easybuy’s logistics
and supply chain end
Easybuy currently works with two warehouses based out of
Bengaluru, Ghaziabad.
They have invested in technology to support robust operations.
Through their “dynamic replenishment system”, orders get
generated everyday and products are dispatched automatically,
replenishing at style, color and size level.
Agility in supply chain is critical given their major presence in
small towns where logistics lead time is more.
Their Warehouse operations are outsourced to third parties
with supervision by Easybuy and they also provide them with
quality training and ample incentives to ensure efficiencies.
Merchandising Strategy
Easybuy has built a full-fledged fibre-to fashion eco-system through identifying
MSMEs and built a supply chain system through nurturing them to become
exclusive partners for Easybuy, thereby enabling SMEs to grow with them. This
ensures constant & quality supply to all their stores.
With such a strong backend, Easybuy truly is 100 percent made in India and made
for India. Thus, they always ensure Super styles at Super prices at all times.
Even Easybuy’s basics are “One Up basics” value added through trims, styling,
embellishments, etc. In short, they deliver value added “in-style” product at 25
percent lower than competition and this is a clear differentiator and winner.
Their in—house efficient Design team curates and customizes the international
trends relevant to market needs through fit, style, colors, silhouette, etc. Easybuy’s
great innovation in the whole back-end integration, supply chain, technology, in-
trend merchandise, sharp pricing enables a winning combination to the Neo-India
customers.
Marketing and Promotional strategies
While, it takes years to build a brand, Easybuy has been able to develop a strong sense of
loyalty among its shoppers in a short span of by ensuring aspirational needs are met.
They speak the language their shoppers speak, and they are present in media which
shoppers spend their time. Simply put, they are trying to be part of the many touch-points
their shoppers go through in their day-to-day lives.
Role of marketing at Easybuy is to enable their potential & existing shoppers discover
Easybuy in its true form and join their journey to making Neo-India’s aspirations
affordable.
Kid’s Category
They engage with local communities with activities which are at grass-root level developing a true bond with the
brand.
For example, kids’ category being one of their biggest attractions, they partner with ‘aspirational characters’
every year during April-May and bring those merchandise to local communities at costs they can afford.
Along with merchandise, they provide their shoppers with Branded consumer gifts, exciting activities engaging
with their favorite characters and so on.
They worked with Warner Bros in the past and working now with Disney to make this happen at a national
scale.
They also launched ‘Digital First Initiative’ called ‘Face of Easybuy’ for the local communities and the winning
kids of ‘Face of Easybuy’ event participated in their actual Brand photoshoot showcasing Easybuy products and
will be their faces for the upcoming season launch.
MAGIC MOMENT SELFIE BOOTH FACE OF EASYBUY – FASHION
CONTEST SHOW
TIE – UP WITH AMAZON
Easybuy has partnered with online retailer Amazon to sell clothes as consumers scrimp on
discretionary expenses and increasingly skip store visits to shop from e-commerce platforms.
With the launch of Easybuy on Amazon Fashion, it has made family fashion more affordable
and accessible to Indian customers.
Easybuy has identified SMEs and built a supply chain system through nurturing them,
further enabling SMEs to grow along with both Easybuy and Amazon Fashion.
The launch offers convenient free-shipping options for all customers and the entire selection
will be Amazon Prime-enabled, giving customers access to free shipping and more, across India.
It marks the beginning of their Omnichannel journey
TIE – UP WITH SPAR
SPAR Hypermarkets in India is a result of a strategic
partnership between Dubai based Landmark Group’s Max
Hypermarkets India Pvt. Ltd. & Amsterdam based SPAR
International.
The company started with one store in 1932 and now comprises
of 12,500+ stores in 44 countries across 4 continents. The success
story of SPAR has been underpinned by a set of values that have
guided the organization since its inception which was more than
80 years ago. At the heart of these core values is the commitment
of SPAR stores worldwide
towards Freshness, Choice, Value, & Service.
SPAR India currently has 25 stores across 9 cities; Bengaluru,
Mangalore, Shimoga, Chennai, Coimbatore, Hyderabad, New
Delhi, Gurugram, & Ghaziabad.
EASYBUY
WEBSITE CHANGES
HEADER
Ethnic and footwear can be added as a separate
category.
COLOUR PSYCHOLOGY
Easybuy can enhance the colour of red and green in the website
It attracts the customers and make them remember our brand and to elevate and evoke moods.
We can add colors to specific areas of the website elements like
• Headline type
• Borders
• Backgrounds
• Menu bars
The green and red colour of the logo can be portrayed here.
SEARCH OPTIONS
Changing the colour of the “Search” button is advisable as it is not visible
Instead of getting a whole bunch of options, the search can show a single option.
The Google Maps which are given in the website of easy buy do not direct us to some
places and shows error.
GIFT COUPONS
MAX
DUSSEHRA 20-21
CONTEST/OTHER
STORE SAFETY
ENGAGEMENT IDEAS
TOPICAL LED SUBHEADS
On this plastic free day we say NO to plastics. Doctors are our superheroes Say greetings to the modern GURU !
Make everyday Plastic Free Day
Amazon
EASYBUY FASHION
PRODUCT
TIME FOR MONSOON LED
SUBHEADS
NEW ARRIVALS
COLOUR/PATTERN BASED
WFH LOOKS & STYLES
Listening to the rhythm of nature in this monsoon It is the time for the Monsoon special fashion sale.
Get flaunting with the monsoon arrivals
NEW ARRIVALS
Do you love these flaunting prints ?
OR
COLOUR/PATTERN
SHADES
MOOD LED SUBHEADS
WEEKEND INSPIRATIONAL
BE UNIQUE STYLING TIPS POSITIVITY
MOOD QUOTES
WEEKEND MOOD
Lovely lazy long weekend in your
comfortable pyjamas is a whole
mood !
Be unique in anyways You Can ! These are your favourites for every Aries don’t quit. They give head till
It can simply be started by planting a mood. Its time to pick up your you are Red.
sapling in your gardens. Unique fashion ZODIACS
Lets begin the Change
BE UNIQUE
POSITIVITY
The kind of style preferred by the customers can be
STYLING TIPS captured up through posting these stories where the
audience could be set up for a Poll to vote for
INSPIRATIONAL QUOTES
The humour sense in the picture of a This involves a Shirt which is worn A meme on the current situation of How we used to dress up early
girl imagining herself to be in the Unisex and commenting better looks prevailing lockdown where we get VS
state of Barbie Doll on the girl than the boy. dressed up fully to go no where Current WFH scenario
HUMOUR LED
STORE SAFETY SUBHEADS
LOCKDOWN~BREAK
COVID SAFETY VACCINATION MASK&SANITIZERS
THE CHAIN
INDYA
OTHER ENGAGEMENT IDEAS
CONTESTS
LIVE
POLLS (THIS/THAT)
swetha renukumar Micro 44.3 K springfield,vastra the label, neerusindia, ethnicity, vasanthandco
sushmita agarwal Micro 42.4 K wearshush, shein, hm, lifestyle, max, zara,
priyadharshini vijayakumar Micro 46 K Nykaa,marks and spencer,FBB, Kbeauty,lakmefashion,flipkart, lifestyle, twinbirds, bigbazaar
deepika venkatachalam Micro 442 K Neerus, zomato,wildcraft,instore, strabucks,hm,pothysboutique,maxfashion, westside, levis, zara
Profile https://instagram.com/highonstyl?
utm_medium=copy_link
Other best works : https://www.instagram.com/p/CDOtYiShE_G/?utm_source=ig_web_copy_link
SUSHMITA AGARWAL MISS PINK SHOES
Followers 42.4 K
Brands associated wearshush, shein, hm, lifestyle, max, zara
Profile https://instagram.com/misspinkshoes_?utm_medium=copy_link
SHWETHA ONE PITCH
RENUKUMAR CATCH
Followers 44.3 K
Brands springfield,
associated vastra the label,
neerusindia,
ethnicity,
vasanthandco
Profile https://instagra
m.com/swethar
enukumar?
utm_medium=c
opy_link
OTHER BEST WORKS SUBIKSHA VENKAT SUBHIKSHAVENKAT
https://www.instagram.com/reel/CF2Ia_MD-Y-/?utm_source=ig_we
b_copy_link Followers 65.1 K
Brands associated Instore,pantaloons, max, myntra,myglamm,
https://www.instagram.com/reel/CNH-6Usjhoz/?utm_source=ig_we pothys,h&m
b_copy_link
https://www.instagram.com/reel/CQbKc6Ej1uS/?utm_source=ig_we
b_copy_link Profile https://instagram.com/subhikshavenkat?
utm_medium=copy_link
NIKI VERMA NIKIVERMA OFFICIAL
Followers 50.4 K
Brands associated myglamm, FBB, Soch, ajio,
lifestylestores
Profile https://instagram.com/nikivermaofficia
l?utm_medium=copy_link
DEEPIKA DEEPIKA_V
Followers 442 K
Brands associated
Neerus, zomato,wildcraft,instore, strabucks,hm,pothysboutique,
maxfashion, westside, levis, zara
Profile
https://instagram.com/deepika_v__?utm_medium=copy_link
SREENIDHIP SREENIDHI
Followers 387 K
Brands associated b612, deyga, plum
Profile https://instagram.com/sreenidhi_?utm_medium=copy_link
MALAYALAM
NAME TYPE FOLLOWERS BRANDS ASSOCIATED
Profile https://instagram.com/simplymystyle_unni?
utm_medium=copy_link
KANNADA
Profile https://instagram.com/stylis
h_by_nature?
utm_medium=copy_link
OTHER WORKS
PRANWESHA PRANWESHA
Profile https://instagram.com/glamourjournals?utm_medium=copy_link
NAMRATA MYCLOSETDIARY
Followers 111 K
Profile https://instagram.com/
my_closetdiary?
utm_medium=copy_link
OTHER WORKS
https://www.instagram.com/reel/COpPSGPjbfY/?utm_so
urce=ig_web_copy_link
TELUGU
https://www.instagram.com/p/CAjuJoBg08n
/?utm_source=ig_web_copy_link
https://www.instagram.com/reel/COaELtRg
JZz/?utm_source=ig_web_copy_link
Profile https://instagram.com
/theshimmergirl?
utm_medium=copy_lin
k
DIMPLE HARIKA DIMPLE_HARIKA
Followers 188 K
Brands associated fbb,amazon,trends,spencers,levis,myntra,
faballey,unlimited
Profile https://instagram.com/dimple_harika?
utm_medium=copy_link
ISHNA RAWLANI ISHNA_RAWLANI
Followers 23.6 K
Brands associated pop xo,
hungrykartindia,
forever21, shein
Profile https://instagram.com
/ishnarawlani?
utm_medium=copy_lin
k
PARIDI GULATI VOGUEANDVANITIES
_PARIDI
Followers 32.4 K
Brands associated plum , ikea, lakme,
miniso,maxfashion,a
mazon,myntra, ajio
Profile https://instagram.co
m/vogueandvanities
_pari?
utm_medium=copy_l
ink
OTHER WORKS
https://www.instagram.com/reel/COpKqB4np_O/?utm_s
ource=ig_web_copy_link
https://www.instagram.com/reel/CQi6Xlhnt9t/?utm_sour
ce=ig_web_copy_link
https://www.instagram.com/reel/CE1mqedH_Z6/?utm_s
ource=ig_web_copy_link
HINDI
aldo,garnier,mac,myntra,amazon,ajio,fabelly,hm,shein,pantaloon.lakme,myglamm
Aashi adani Micro 165 K , maxfashion, stylebyand, big bazaar,
Followers 36.1 K
OTHER WORKS
https://www.instagram.com/p/CMMfd_AM0fw/?utm_so
urce=ig_web_copy_link
https://www.instagram.com/p/CKZaKc3snTH/?utm_sourc
e=ig_web_copy_link
https://www.instagram.com/p/CQsblecA6TT/?utm_sourc
e=ig_web_copy_link
KOMAL PANDEY KOMALPANDEY
OFFICIAL
Followers 1.4 M
Brands associated zara, levis,shein,hm,
mango
Profile https://instagram.co
m/komalpandeyoffici
al?
utm_medium=copy_l
ink
OTHER WORKS
https://www.instagram.com/p/ByX-0LTjKZ5/?utm_source
=ig_web_copy_link
https://www.instagram.com/p/B1pxc40Dnxw/?utm_sourc
e=ig_web_copy_link
GIA KASHYAP GIASAYSTHAT
Followers 158 K
Profile https://instagram.co
m/giasaysthat?
utm_medium=copy_l
ink
OTHER WORKS
https://www.instagram.com/reel/CQduHGyJlA-/?utm_sou
rce=ig_web_copy_link
https://www.instagram.com/reel/CMgtFiVH2Cx/?utm_so
urce=ig_web_copy_link
ASHI ADANI ASHIADANI
OTHER WORKS
Followers 165 K
https://www.instagram.com/p/B2HbTzbj3g_/?utm_sour
ce=ig_web_copy_link Brands associated aldo,garnier,mac,myntra,amazon,ajio,
https://www.instagram.com/p/B6gFD2WBNqX/?utm_s fabelly,hm,shein,pantaloon.lakme,myglamm,
ource=ig_web_copy_link maxfashion, stylebyand, big bazaar
https://www.instagram.com/reel/CH7u_FnDR9s/?utm
_source=ig_web_copy_link Profile https://instagram.com/aashiadani?
https://www.instagram.com/reel/CMwCDinDLWg/?ut utm_medium=copy_link
m_source=ig_web_copy_link
ODIYA
NAME TYPE FOLLOWERS BRANDS ASSOCIATED
OTHER WORKS
https://www.instagram.com/reel/CQxY2u1jh6Z/?
utm_source=ig_web_copy_link
https://www.instagram.com/reel/COrnnL-Bl4x/?
utm_source=ig_web_copy_link
LOVINA NAYAK LOVINANAYAK15
Followers 132 K
Brands associated hm,cetaphil,shein,zara,myntra
Profile https://instagram.com/lovinanayak15?
utm_medium=copy_link
BENGALI
NAME TYPE FOLLOWERS BRANDS ASSOCIATED
dior, only,vaseline,loreal,plum,esteelauder,biba,
mango,mac,nivea,colgate,pantaloons,nykaa,ajio,forever21,hm,spencer,
Aisha mahdi Micro 509 K lifestyle,fbb,indya,soch,
amazon,faceshop,nykaafashion,alan truman,biba,
Nivrity das Micro 412 K mango,fabelle,lifestyle,pantaloons,flipkart
AISHA MAHDI STYLEETVOGUE
Followers 509 K
OTHER WORKS
Brands associated dior,only,vaseline,loreal,plum,esteelauder,
biba,mango,mac,nivea,colgate,pantaloons,
nykaa,ajio,forever21,hm,spencer,lifestyle,fbb, https://www.instagram.com/p/CMJ4TFnhF_W/?utm_s
ource=ig_web_copy_link
indya,soch,
Profile https://instagram.com/styleetvogue? https://www.instagram.com/p/CHNQL1XHwkM/?utm_
utm_medium=copy_link source=ig_web_copy_link
NIVRITY DAS NIVRITY_DAS
Followers 412 K OTHER WORKS