Subject: FW: Feb Event & Mattress Exchange Offer : Feb Target
From: Murtaza Kutiyanawala <[email-masked]>
To: Baraa Abukhadra <[email-masked]>, Maryam Yahya <[email-masked]>, Haya Abualhaija <[email-masked]>, Omar Mostafa <[email-masked]>, Niren Dsouza <[email-masked]>, Saurav Chakraborty <[email-masked]>
Cc: Nour Hanayneh <[email-masked]>, Saurabh Dadu <[email-masked]>, crys_hb <[email-masked]>, HomeBox <[email-masked]>, HomeBox Customercare UAE <[email-masked]>
Date: Mon, 1 Feb 2021 11:05:05 +0000

HI Team,

Please find the attached Mattress exchange offer details.

**This offer is only for the store purchases**

Please brief all the team members the offer starts from the 1st Feb to the 28th Feb.

For any further clarifications feel free to contact us.

From: Tejendra Singh <[email-masked]>
Sent: Monday, February 1, 2021 12:47 PM
To: Murtaza Kutiyanawala <[email-masked]>; Ankit Arora <[email-masked]>; Sangeeth Subramanian <[email-masked]>
Cc: Nalineedhar Kasibhatla <[email-masked]>; Sameer Sadiq <[email-masked]>
Subject: FW: Feb Event & Mattress Exchange Offer : Feb Target

FYI

[A close up of a sign  Description automatically generated]
  TEJENDRA SINGH PARIHAR
  Retail Analyst
  T   :  +971 4 517 2358
  F   :  +971 4 517 XXXX
  M  :  +971 565845217
  E   :  [email-masked]<mailto:[email-masked]>
  Landmark Tower, Dubai Marina
  P.O.Box 282028, UAE.
 www.homeboxstores.com<https://eur03.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.homeboxstores.com%2F&data=04%7C01%7Cmurtaza.kutiyanawala%40landmarkgroup.com%7C8450832baea142ac60d408d8c68de5e3%7C1f9b09b4197c4f1cb0c5571a6ccc96c8%7C0%7C0%7C637477660464572085%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=TPTrHFmtBScpLruO8dGy5vAISzxiOKhXX9jBDXdi890%3D&reserved=0>

From: Tejendra Singh
Sent: Saturday, January 30, 2021 4:01 PM
To: Ruhtash Kumar <[email-masked]<mailto:[email-masked]>>; Homebox Deerfieldsm <[email-masked]<mailto:[email-masked]>>; Homebox deerfieldacc <[email-masked]<mailto:[email-masked]>>; Homebox Deerfieldma <[email-masked]<mailto:[email-masked]>>; Bhuvan Sharma <[email-masked]<mailto:[email-masked]>>; Dilip Kumar Patra <[email-masked]<mailto:[email-masked]>>; Hussain Patanwala <[email-masked]<mailto:[email-masked]>>; Lijo Joseph <[email-masked]<mailto:[email-masked]>>; Rajnish Kumar <[email-masked]<mailto:[email-masked]>>; Sachin Kumar <[email-masked]<mailto:[email-masked]>>; Sanjeeb Das <[email-masked]<mailto:[email-masked]>>; Sanjit Kumar <[email-masked]<mailto:[email-masked]>>; HB Fuj MA <[email-masked]<mailto:[email-masked]>>; Hb Liwa Ma <[email-masked]<mailto:[email-masked]>>; Homebox Bawadima <[email-masked]<mailto:[email-masked]>>; Homebox IbnMA <[email-masked]<mailto:[email-masked]>>; Homebox Oasisma <[email-masked]<mailto:[email-masked]>>; Homebox Sccma <[email-masked]<mailto:[email-masked]>>; Homebox Sharjahsm <[email-masked]<mailto:[email-masked]>>; Homebox SkyGardenMA <[email-masked]<mailto:[email-masked]>>; Homebox Bawadism <[email-masked]<mailto:[email-masked]>>; Homebox Fujairah SM <[email-masked]<mailto:[email-masked]>>; Homebox Ibnsm <[email-masked]<mailto:[email-masked]>>; Homebox LIWA SM <[email-masked]<mailto:[email-masked]>>; Homebox Oasissm <[email-masked]<mailto:[email-masked]>>; homebox sccsm <[email-masked]<mailto:[email-masked]>>; homebox skygardensm <[email-masked]<mailto:[email-masked]>>; HB Fuj Acc <[email-masked]<mailto:[email-masked]>>; Homebox Bawadiacc <[email-masked]<mailto:[email-masked]>>; Homebox IbnAcc <[email-masked]<mailto:[email-masked]>>; Homebox Liwaacc <[email-masked]<mailto:[email-masked]>>; Homebox Oasisacc <[email-masked]<mailto:[email-masked]>>; Homebox Sccacc <[email-masked]<mailto:[email-masked]>>; Homebox Sharjahacc <[email-masked]<mailto:[email-masked]>>; Homebox SkyGardenAcc <[email-masked]<mailto:[email-masked]>>
Cc: Sameer Sadiq <[email-masked]<mailto:[email-masked]>>; Nalineedhar Kasibhatla <[email-masked]<mailto:[email-masked]>>; Kunal Kapoor (HOMEBOX) <[email-masked]<mailto:[email-masked]>>; Manmohan Chittlangia <[email-masked]<mailto:[email-masked]>>; Rasheed Mavumkeel <[email-masked]<mailto:[email-masked]>>; VenkateshSal <[email-masked]<mailto:[email-masked]>>; Asha Thomas <[email-masked]<mailto:[email-masked]>>; Jogendra Chauhan <[email-masked]<mailto:[email-masked]>>; Shaikh Muhiyddin <[email-masked]<mailto:[email-masked]>>; Bobby Abraham <[email-masked]<mailto:[email-masked]>>
Subject: Feb Event & Mattress Exchange Offer : Feb Target

Dear All

We will be running an exclusive offer of Mattress exchange .This offer will have same offer mechanics as like FF exchange. We are focusing on our Mattress category with this offer and intend to increase the mattress sale contribution from 9% to 12% for BM stores in UAE. The offer is supported with our ongoing EC exclusive, F lines discounted items and aging items clearance price . Also focus is to clear > 6M aging line items.

Old mattresses will be exchanged as per below rate card. Minimum 4 times of value to be purchased to redeem the DV from  select range of  (I) items. P, Non P and F items are excluded from this offer.

The mattress will be running with existing discount offer of upto 25% and on top of it customer can redeem the DV by spending 4 times of DV value.
This DV will be valid only on I -items selected range during Mattress Fest.

In Homeware will have 5-10-15, Cozy, Aging clearance price & 365 days line items offer, and mid of Feb we have planned to launch Ramadan items on floor.

Attaching herewith Detailed Process Note for refrence, kindly brief to all staff in your respective store.

DV Value for Old Mattresses

Sl No

Furniture

Value- AED

1

Mattress - Spring

300

2

Other Mattresses

200

Target for Feb 21-

Feb Target sheet is attached for refrence

Target  Feb-21
Total Target
Mix %
SPD
Store Name
FF
HH
Total
FF
HH
FF
HH
Total
Fujairah
        1,087,158
         402,099
        1,489,257
73%
27%
       38,827
       14,361
           53,188
IBN
        1,177,316
         852,539
        2,029,855
58%
42%
       42,047
       30,448
           72,495
Liwa
        2,172,894
     1,192,114
        3,365,008
65%
35%
       77,603
       42,575
         120,179
Oasis
        1,655,204
         815,250
        2,470,453
67%
33%
       59,114
       29,116
           88,230
SCC
           627,400
         384,535
        1,011,935
62%
38%
       22,407
       13,733
           36,141
Sharjah
        1,958,645
         839,419
        2,798,065
70%
30%
       69,952
       29,979
           99,931
Sky Garden
           605,571
         438,517
        1,044,088
58%
42%
       21,628
       15,661
           37,289
Bawadi
           777,483
         418,645
        1,196,128
65%
35%
       27,767
       14,952
           42,719
 Deerfield
           579,237
         311,897
           891,134
65%
35%
       20,687
       11,139
           31,826
Grand Total
     10,640,908
     5,655,015
     16,295,924
65%
35%
     380,032
     201,965
         581,997
 LFL
        9,284,188
     4,924,474
     14,208,661
65%
35%
     331,578
     175,874
         507,452

[A close up of a sign  Description automatically generated]
  TEJENDRA SINGH PARIHAR
  Retail Analyst
  T   :  +971 4 517 2358
  F   :  +971 4 517 XXXX
  M  :  +971 565845217
  E   :  [email-masked]<mailto:[email-masked]>
  Landmark Tower, Dubai Marina
  P.O.Box 282028, UAE.
 www.homeboxstores.com<https://eur03.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.homeboxstores.com%2F&data=04%7C01%7Cmurtaza.kutiyanawala%40landmarkgroup.com%7C8450832baea142ac60d408d8c68de5e3%7C1f9b09b4197c4f1cb0c5571a6ccc96c8%7C0%7C0%7C637477660464582080%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=63fSIRJBF8Zjy6qafGffJ0Yewyof5BhIlIcXFISSjrg%3D&reserved=0>

From: Manmohan Chittlangia <[email-masked]<mailto:[email-masked]>>
Sent: Tuesday, January 26, 2021 10:34 AM
To: Tejendra Singh <[email-masked]<mailto:[email-masked]>>
Cc: Sameer Sadiq <[email-masked]<mailto:[email-masked]>>; Nalineedhar Kasibhatla <[email-masked]<mailto:[email-masked]>>; Deepak Devasia <[email-masked]<mailto:[email-masked]>>
Subject: RE: Feb event Working

Hi Tejendra,

I have discussed the working with Deepak sir , You may please take it up for approvals .

Regards,

[A close up of a sign  Description automatically generated]
 Manmohan Chittlangia
Finance Manager
  T   :  +971 4 517 2319
  F   :  +971 4 517 2380
  M  :  +971 4517 2319
  E   : [email-masked]<mailto:[email-masked]>
  Landmark Tower, Dubai Marina
  P.O.Box 282028, UAE.
 www.homeboxstores.com<https://eur03.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.homeboxstores.com%2F&data=04%7C01%7Cmurtaza.kutiyanawala%40landmarkgroup.com%7C8450832baea142ac60d408d8c68de5e3%7C1f9b09b4197c4f1cb0c5571a6ccc96c8%7C0%7C0%7C637477660464592081%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=oQI96ZG8EZ81cfbNWGFuynAUOLxW7QreGNt2qiu6NpU%3D&reserved=0>

From: Tejendra Singh <[email-masked]<mailto:[email-masked]>>
Sent: Monday, January 25, 2021 4:09 PM
To: Manmohan Chittlangia <[email-masked]<mailto:[email-masked]>>
Cc: Sameer Sadiq <[email-masked]<mailto:[email-masked]>>; Nalineedhar Kasibhatla <[email-masked]<mailto:[email-masked]>>
Subject: RE: Feb event Working

Dear Manmohan,

As per our discussion pls find the below summary of Feb-21 event .

As per our financial budget of 11.49 mil , The target sales is 16.30 Mil with anticipated MD -20.9 % and GP -46.3% ( GP & MD is indicative as intake is taken 57.5%, Ps refer the table below)
Overall all on absolute sales margin value having increase of 1.29 times and sales 1.42 times.
Generating addition GP value -1.68 mil and sales 4.80 Mil.

In the below working have considered two changes

  1.  from Non P assuming 105 of sales is coming from >6 M Aging , where we will be offering upto 30% discount and rest Non P (90%) will have upto155 discount.
  2.  Also the MD% have taken little higher in HH for non p items to 24% ( as per YTD trends considering aging items discount) and P itesm to 6% from 5%

( Note: the intake is considered 57.5 % as per our original realized intake is 58.4%)

Detail
Feb Budget
Feb Target
Blip
Sales number
11.49
16.30
1.42
SPD
               410,446
                  581,997

GP Value
            5,865,405
               7,538,060
1.29
MD%
13.2%
20.9%

Intake %
57.5%
57.5%

GP%
51.0%
46.3%

[A close up of a sign  Description automatically generated]
  TEJENDRA SINGH PARIHAR
  Retail Analyst
  T   :  +971 4 517 2358
  F   :  +971 4 517 XXXX
  M  :  +971 565845217
  E   :  [email-masked]<mailto:[email-masked]>
  Landmark Tower, Dubai Marina
  P.O.Box 282028, UAE.
 www.homeboxstores.com<https://eur03.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.homeboxstores.com%2F&data=04%7C01%7Cmurtaza.kutiyanawala%40landmarkgroup.com%7C8450832baea142ac60d408d8c68de5e3%7C1f9b09b4197c4f1cb0c5571a6ccc96c8%7C0%7C0%7C637477660464592081%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=oQI96ZG8EZ81cfbNWGFuynAUOLxW7QreGNt2qiu6NpU%3D&reserved=0>

From: Tejendra Singh
Sent: Tuesday, January 12, 2021 7:13 PM
To: Nalineedhar Kasibhatla <[email-masked]<mailto:[email-masked]>>
Cc: Sameer Sadiq <[email-masked]<mailto:[email-masked]>>
Subject: Feb event Working

Hi Nalin,

Pls find the attached Mattress Exchange working.

Event Start Date : 1st Feb - 28 feb 21 (28 Days)
Applicability all UAE Stores

Detailed working is attached for refrence...

Scenario -1 :
Furniture exchange sales assumption on I-Items, Assuming Mattresses 60 %  Sales value is coming through mattress exchange offers, which is 7% of Total FF sales. Where P-Items will trade on full price , F- items will be on 44 % discount  and Non P will trade on upto 15% discounted offer price.
Homeware will be on normal Was and Now 20 % average discount on Non P items and 5 % on P items as HH will have 365 days line items which are on discount 365 days..

Scenario -2 :
Furniture exchange sales assumption on I-Items, Assuming Mattresses 40 %  Sales Value is coming through mattress exchange offers, which is 5% of Total FF sales. Where P-Items will trade on full price , F- items will be on 44 % discount  and Non P will trade on upto 15% discounted price.
Homeware will be on normal Was and Now 20 % average discount on Non P items and 5 % on P items as HH will have 365 days line items which are on discount 365 days..

Also, on both the scenario assuming I-items share in FF will move to 12% from 9% and F items share will move to 12% from existing 11% .

Note : Mattress exchange offer will have same offer mechanics as like FF exchange. Old mattresses will be exchanged as per below rate card. Minimum 4 times of value to be purchased to redeem the DV from  (I) items. P, Non P and F items are excluded from this offer.

The mattress will be running with existing discount offer of upto 25% on top of it customer can redeem the DV by spending 4 times of DV value.

DV Value for Old Mattresses

Sl No

Furniture

Value- AED

1

Mattress - Spring

300

2

Other Mattresses

200

Scenario -1 :

Scenario -2 :

[A close up of a sign  Description automatically generated]
  TEJENDRA SINGH PARIHAR
  Retail Analyst
  T   :  +971 4 517 2358
  F   :  +971 4 517 XXXX
  M  :  +971 565845217
  E   :  [email-masked]<mailto:[email-masked]>
  Landmark Tower, Dubai Marina
  P.O.Box 282028, UAE.
 www.homeboxstores.com<https://eur03.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.homeboxstores.com%2F&data=04%7C01%7Cmurtaza.kutiyanawala%40landmarkgroup.com%7C8450832baea142ac60d408d8c68de5e3%7C1f9b09b4197c4f1cb0c5571a6ccc96c8%7C0%7C0%7C637477660464602065%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=7EVEqAyund6cSSVUJ4OjemXNrcED9cYZsyLMq5%2BGueQ%3D&reserved=0>

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