A

Project Report

On

“Display & floor marketing Strategy management

And sale promotion" “PANTALOONS RETAIL STORE INDIA LIMITED”

NASHIK CITY

At

“PANTALOONS RETAIL STORE INDIA LIMITED”

NASHIK CITY

By

"CHETAN R. JADHAV."

Under the guidance of

“Prof.Mrs.GEETA DOGADE"

Submitted to

"University of Pune"

In partial fulfillment of the requirement for the award of the degree of

Master of Business Administration (MBA)

Through

J.D.C. BYTCO IMSR COLLEGE OF MANAGEMENT, NASHIK 422005.

Declaration

I CHETAN RAGHUNATH JADHAV here by declare that the Project titled “display & floor marketing strategy management" which was undertaken for “Pantaloons Retail India Ltd Nasik City” is my original work

I here by submit it as a part of the partial fulfillment of Master of Business Administration to

Pune University. This research work has not been submitted for the award of any other Degree,

Diploma, Fellowship or other similar title.

Date: (Signature)

Place: Chetan R. Jadhav

(Name of the Student)

ACKNOWLEDGEMENT

It gives me immense pleasure to express my deep sense of gratitude towards all those who have helped me and contributed on the completion of this project report in a successful manner. I would like to thank "The University Of Pune" for providing me an opportunity to undertake and complete a project as a subject for my M.B.A Course in J.D.C. BYTCO Of Management studies and Research.

I acknowledge the support, the encouragement, extended for this study by Principal DR.MRS.VERULKAR of J.D.C BYTCO of Management studies & Research college of Nasik.

I am very much thankful to Mrs. GEETA DHONGE, my guide for her encouragement and guidance for this project work.

I would like to place on record my sincere gratitude to the organization under study, PANTALOONS , NASIK for giving me the privilege of visiting the outlet as many time I had a query and the opportunity to learn through the experience. I have pleasure in successful completion of this work titled:

“A project report on “A STUDY OF DISPLAY & FLOOR MARKETING STAITEGY MANAGEMENT AND SALES PROMOTION” The special environment at J.D.C BYTCO of Management studies & Research college of Nasik that always supports educational activities facilitated my work on this project.

I wish to thank Mr.HARSHAD DESHMUKH (Department Manager). For their continuous guidance and help in realizing this summer project work. Last but not the least I would like to thank each and every one who gave me support and helped me compiles my project during the entire period.

SIGNATURE CHETAN R.JADHAV M.B.A

INDEX

Table of Content

CHAPTER NO.

CHAPTER NAME PAGE NO.

1 RESEARCH DESIGN AND METHODOLOGY Introduction.

Objective of the study. Problem Statement. Scope of the study. Research Methodology(sample size, data) Limitations of study.

2 COMPANY PROFILE Industry Details. Introduction to company & Company History. Product details of the company. Competitors. Company Hierarchy & Department of research. Achievements of the company.

3 THEORITICAL BACKGROUND. Introduction & Definition.

4 DATA PRESNTATION AND ANALYSIS.

5 FINDINGS AND SUGGESTIONS.

BIBLIOGRAPHY

ANNEXURE

Chapter 1

RESEARCH DESIGN AND METHODOLOGY

RESEARCH DESIGN AND METHODOLOGY

Introduction

The Researcher, Mr.Chetan Raghunath Jadhav, student of MBA-2nd year, J.D.C BYTCO I.M.S.R

Nashik, was sent for summer Internship project under the topic “A study of Display & Floor

marketing strategy management ”. The research was conducted with reference to Pantaloons

Retail India Ltd., which is a leading company in the Retail Sector in India. It is the Life Style

Format of Future group.

As per the study the researcher has tried to understand the Marketing functions in the retail sector

with special reference Pantaloons Retail India Ltd. at- Nashik City.

Objective:

To understand the concept of Retailing business.

To study the Marketing function at store level of Pantaloons Retail India Ltd.

To understand and analyse the loyalty programmes at Pantaloons.

To understand and analyse the buying customer behiour.

PROBLEM STATEMENT:

The Researcher has conducted the research in the field of Marketing Management.

In consultation with the guide Display & Floor Marketing Strategy Mgt. And Sales Promotions

at the company, the topic was chosen as “Study of ” with reference to Pantaloons Retail India

Ltd Nashik city”

The Topic “Study of Display & Floor Marketing Strategy Mgt. And Sales

Promotions” was suggested to the Researcher by his project guide Mr.Harshad deshmukh sir

(Department manager). The topic was in coordination with the requirement of the organization to

analyze the status of Activities and Promotions done at store level (premises) of the organization.

SCOPE OF THE STUDY:

The scope of the study for the Research is as following:

The scope of the study is with reference to Pantaloons Retail India Ltd, which covers area

of Nashik City.

The data collection for the project was confined to sources from the company and the

information on Internet.

LIMITATIONS:

The Researcher has experienced the following Limitations:

The limited period of 60 days was one of the main limiting factor and therefore, a more

detailed Study could not be attempted in the given limited period.

The researcher has experienced hesitation from the customers in responding to the

questionnaire.

Lack of cooperation from some customers was one of the hurdles in collecting data.

The sample was restricted to 100 customers, which may restrict the scope and completion of study.

RESEARCH METHODOLOGY:

RESEARCH

The very common meaning of research is “a search for knowledge”. Research is an art

of scientific investigation. It is a movement from the unknown to known. Curiosity is an

essential natural feeling of every human being. Whenever unknown fact confronts us, we try to

find the meaning and causes of that fact. This feeling of human being is the mother of all

knowledge and the method which he employs for obtaining the knowledge of whatever the

unknown is called as Research

Definition:

Marketing research specifies the information required to address there issues, deigns the method

for collecting information manages & implements the data collection process, analyses the

results & communicates the findings & their implications

Sources of data

A) Primary data –

First of all the sources of primary data from various sources should be explored &

examining the possibility of their use for study.

For getting correct & in same form information structured questionnaire is formed During

the project Period. On that structured questionnaire survey is done.

In this project primary data is collected from the questionnaire that is for Consumers..

B) Secondary data –

Any data, which has been gathered for some other purpose, is the secondary data in the

hands of researcher

For e.g. the secondary data is collected from various business newspapers, websites,

journals & various magazines etc.

In this project secondary data is collected from the company records & data.

Research Instrument –

In the project most of the data & information collected are in the form of primary data so

the references & the contacts are very useful instrument in such collection

Here structured questionnaire was used which was pre-decided depending upon the

certain viewers. It includes both open ended & close ended questions.

Sample unit –

This is very important for a research to decide as to who is going to be survey or what the

sample unit is. In this research different Types of Consumers are Involved.

Sample Size- 100

Sampling

The study was conducted based on Probability Sampling and Random Sampling Method.

Probability Sampling

Each unit of the population has a probability of being selected as a unit of the sample. But this probability varies from one method to another method of probability.

Random Sampling Method

These are the sample which are selected in such a manner, that every member of the universe has an equal chance of being included/excluded in it and in which the probable error that may creep in the studies or result in mathematically know in advance. These samples are more or less

general in character. The word Random refer to an arrange and pre- determined method of selection

CHAPTER 2

INDUSTRY PROFILE

Marketing Management

Definition

The application, tracking and review of a business' marketing resources and activities. The scope of a

business' marketing management depends on the size of the business and the industry in which the

business operates. Effective marketing management will use a company's resources to increase its

customer base, improve customer opinions of the company's products and services, and increase the

company's perceived value.

Retail

According to Philip Kotler “ Retailing includes all the activities involved in selling goods or

services to the final consumers for personal, non – business use. A retailer or retail store is any

business enterprise whose sale volume comes primarily from retailing”.

Traditionally, the retail industry in India comprised of large, medium and small grocery stores

and drug stores which could be categorized as unorganized retailing. Most of the organized

retailing in India had recently started and was mainly concentrated in metropolitan cities.

Indian retail market is the fifth largest retail destination globally.

It is important to study the brand which is a store of all brands. The retail market in India is highly competitive and with major players such as Wal-Mart and Tesco entering the industry it is

set to grow even further. Especially in the Retail Industry there is more focus on repeated sales and sustaining the customers for a long time.

INTRODUCTION :-

Retailing is one of the pillars of the economy in India and accounts for 13% of GDP.The retail industry is divided into organised and unorganised sectors. Over 12 million outlets operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size. Organised retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses. Unorganised retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc. Most Indian shopping takes place in open markets and millions of independent grocery shops called kirana. Organized retail such supermarkets accounts for just 4% of the market as of 2008.[3] Regulations prevent most foreign investment in retailing. Moreover, over thirty regulations such as "signboard licences" and "anti-hoarding measures" may have to be complied before a store can open doors. There are taxes for moving goods to states, from states, and even within states.

GROWTH :-

An increasing number of people in India are turning to the services sector for employment due to the relative low compensation offered by the traditional agriculture and manufacturing sectors. The organized retail market is growing at 35 percent annually while growth of unorganized retail sector is pegged at 6 percent. The Retail Business in India is currently at the point of inflection. Rapid change with investments to the tune of US $ 25 billion is being planned by several Indian and multinational companies in the next 5 years. It is a huge industry in terms of size and according to management consulting firm Technopak Advisors Pvt. Ltd., it is valued at about US $ 350 billion. Organised retail is expected to garner about 16-18 percent of the total retail market (US $ 65-75 billion) in the next 5 years. India has topped the A.T. Kearney’s annual Global Retail Development Index (GRDI) for the third consecutive year, maintaining its position as the most attractive market for retail investment. The Indian economy has registered a growth of 8% for 2007. The predictions for 2008 is 7.9%.[5] The enormous growth of the retail industry has created a huge demand for real estate. Property developers are creating retail real estate at an aggressive pace and by 2010, 300 malls are estimated to be operational in the country.With over 1,000 Hypermarkets and 3,000 Supermarkets projected to come up by 2011, India will need additional retail space of 700,000,000 sq ft (65,000,000 m2) as compared to today. Current projections on construction point to a supply of just 200,000,000 sq ft (19,000,000 m2), leaving a gap of 500,000,000 sq ft (46,000,000 m2) that needs to be filled, at a cost of US$15–18 billion.According to the Icrier report, the retail business in India is estimated to grow at 13% from $322 billion in 2006-07 to $590 billion in 2011-12. The unorganized retail sector is expected to grow at about 10% per annum with sales expected to rise from $ 309 billion in 2006-07 to $ 496 billion in 2011-12.

The Indian Retail Market :-

Indian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the geographic zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the world. 1.8 million households in India have an annual income of over 45 lakh (US$100,350).Delving further into consumer buying habits, purchase decisions can be separated into two categories: status-oriented and indulgence-oriented. CTVs/LCDs, refrigerators, washing machines, dishwashers, microwave ovens and DVD players fall in the status category. Indulgence-oriented products include plasma TVs, state-of-the-art home theatre systems, iPods, high-end digital cameras, camcorders, and gaming consoles. Consumers in the status category buy because they need to maintain a position in their social group. Indulgence-oriented buying

happens with those who want to enjoy life better with products that meet their requirements. When it comes to the festival shopping season, it is primarily the status-oriented segment that contributes largely to the retailer’s cash register.While India presents a large market opportunity given the number and increasing purchasing power of consumers, there are significant challenges as well given that over 90% of trade is conducted through independent local stores. Challenges include: Geographically dispersed population, small ticket sizes, complex distribution network, little use of IT systems, limitations of mass media and existence of counterfeit goods.

STORE BASED

RETAILINGNON-STORE BASED

CLASSIFICATION OF RETAIL FORMAT

SERVICE RETAILING

FORMS OF OWNERSHIP

Independent Retailer

Chain Retailer Franchisee

Leased Department

Consumer Co-operatives

MERCHNADISE OFFERED

Convenience Store Supermarket Hypermarket

Specialty Store Departmental Store Off-price Outlets Factory Outlets

Catalogue Showroom

Banks Car Rental service

Contracts Communication

etc. Direct SellingMail Order

TelemarketingAutomatedVending

THE GLOBAL MAJOR RETAILER IN THE WORLD:

Sr. No. Name of company Country of origin Format

1. Wal-mart U.S Discount, warehouse.

2. Kroger U.S. Convenient, Department

Drug-specialty, supermarket.

3. Sears U.S. Department, DIY, specialty.

4. Metro AG Germany Department, DIY, hypermarket,

Mail order, Specialty,

supermarket, warehouse.

5. Carrefour France Convenience, Discount,

hypermarket, Supermarket.

INDIAN MAJOR RETAILER:

Sr. No. Name of company. Country of origin Format

1. Pantaloon Retail India

limited.

India Big Bazaar, Food Bazaar, Pantaloons,

Central, Fashion Station, Brand

Factory, Depot, all, E-Zone etc.

2. K. Raheja Corp Group India Shoppers Stop, Crossword, Hyper City,

In orbit

3. RPG Retail-Formats India Music World, Books & Beyond,

Spencer’s Hyper, Spencer’s Super,

Daily & Fresh

4. The Tata Group- India Westside, Star India Bazaar, Steel

Formats. junction, Landmark, Titan Industries

with World of Titans showrooms,

Tanishq outlets, Chrome.

5. Pyramid Retail India Pyramid Megastore, TruMart.

MODERN RETAIL FORMAT IN INDIA:

CONVENIENT STORES:

There are relatively small stores located near the residential area. They are open for long hours, 7

days a week and offer a limited line of convenience product like eggs, bread, and milk local

baniyas is similar to a convenience store.

SUPERMARKET:

These are large, low cost, low margin, high volume, self-service operations designed to meet the

needs for food, groceries, and other non-food items. This format was at the forefront of the

grocery revolution, and today it control more than 30% of grocery market in many countries. The

most widely used definition is a store with a selling area of between 400 sq. meter and 2,500 sq.

meter, selling at least 70% of food stuff and everyday commodities.

National supermarket: Food world, Subheksha, and Food bazaar.

HYPERMARKET:

This retail business format has evolved since its invention by Carrefour in Sainte Genevieve des

Bois near Paris in 1963. A retail store with sales area of over 2,500 sq. meters with at least 35%

of selling space devoted to non-grocery product is termed as hypermarket. The store occupy an

area which ranges from anywhere between 80,000 sq. feet to 2,20,000 sq. feet and offer a variety

of food and non-food product like clothes, jeweller, hardware’s, sports equipment, cycle, motor

accessories, books, electrical equipment, and computer, and combine supermarket, and discount

and warehouse retailing principles.

National hypermarket: Big Bazaar, Vishal Mega Mart, and Star India Bazaar.

SPECIALITY STORES:

A store specializing in a particular type of merchandise or single product of durable goods i.e.

home furniture, household goods, consumer electronics and electrical appliances etc. or a range

of normally complimentary durable goods product categories is termed as speciality stores.

These are characterized by narrow product line with deep assortments in that product line.

Speciality store usually concentrate on apparel, jewellery, fabrics, sporting goods, furniture etc.

Internationally, the most speciality store retailers would operate in the area under 8,000 sq. feet.

Indian Speciality Store: Proline, Fitness Station, and a guitar furniture.

DEPARTMENT STORES:

Aristide, Boucicaut, the son of successful hat maker, founded the first department store Bon

Marche in Paris in 1838. The store lured shoppers by selling different type of goods all under one

roof. General store eventually became department stores as small town became cities, the most

prominent department emerge from small shops. The department store is also largely responsible

standard store design seen today. In the broad term, department store is a large scale retail outlet,

often multilevel, whose merchandise offer spans a number of different product categories.

Traditionally, department stores can be defined as averaging 7,000 sq. meters.

National department Store: Shoppers’ Stop, Globus, Westside and Lifestyle.

A CHAIN RETAILER:

When two or more outlets are under a common ownership, it is called a chain retailer. These

stores are characterized by similarity in the merchandize offered to the consumer, the ambience,

advertising and promotion.

Example: Wills sports (ITC), Louis Philips, Van Heusen (Madura Garment), and Arrow

(Arvind Mills).

FRANCHISING:

A franchise is a contractual agreement between the franchiser and the franchisee, which allows

the franchisee to conduct a business under an established name as per a particular business

format, in return to a fee or compensation. Franchising can be:

A product or trade mark franchise

Business format franchising.

Example: Mc Donald’s, Pizza Hut, Dominoes, and Subway.

Challenges facing Indian retail industry

The tax structure in India favors small retail business Lack of adequate infrastructure facilities High cost of real estate Dissimilarity in consumer groups Restrictions in Foreign Direct Investment Shortage of retail study options Shortage of trained manpower Low retail management skill

COMPANY PROFILE

Pantaloon Retail (India) Limited, is India's leading retail company with presence across multiple

lines of businesses. The company owns and manages multiple retail formats that cater to a wide cross-

section of the Indian society and is able to capture almost the entire consumption basket of the Indian

consumer.

INDUSTRY DETAILS

Future Group

Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to the entire

Indian consumption space. The Future Group operates through six verticals: Future Retail (encompassing

all retail businesses), Future Capital (financial products and services), Future Brands (management of all

brands owned or managed by group companies), Future Space (management of retail real estate), Future

Logistics (management of supply chain and distribution) and Future Media (development and management

of retail media).

Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian Consumer in the

most profitable manner." One of the core values at Future Group is, 'Indianness' and its corporate credo is -

Rewrite rules, Retain values.

Pantaloon Retail India Ltd

Pantaloon Retail (India) Limited, is India's leading retail company with presence across multiple lines of

businesses. The company owns and manages multiple retail formats that cater to a wide cross-section of

the Indian society and is able to capture almost the entire consumption basket of the Indian consumer.

Headquartered in Mumbai, the company operates through 5 million square feet of retail space, has over

331 stores across 40 cities in India.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain, Pantaloons

in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the look and feel of Indian

bazaars, with aspects of modern retail, like choice, convenience and hygiene. This was followed by Food

Bazaar, food and grocery chain and launch Central, a first of its kind seamless mall located in the heart of

major Indian cities. Some of it's other formats include, Collection i (home improvement products), E-Zone

(consumer electronics), Depot (books, music, gifts and stationary), aLL (fashion apparel for plus-size

individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its

retailing venture, futurebazaar.com.

Pantaloon has come up with an excellent revenue model, focusing on ‘value for money’ segment.

Pantaloon plans to target the upper middle and the middle class segment, which forms the large chunk of

Indian population. This segment is very price conscious and always looks out for value for money.

Pantaloon has already opened two discount stores at Hyderabad and Calcutta. It also plans to sell

household items through its discount stores along with apparels.

Pantaloon Retail is one of India’s major retailers with presence in following two segments:

Lifestyle Retailing – Pantaloons, Central, Fashion Station, aLL, MeLa

Value Retailing – Big Bazaar, Food Bazaar.

PANTALOON FRESH FASHION

Celebrate the Fresh Look, Fresh Feel & Fresh Attitude at Pantaloons Fresh Fashion!

Fashion is all about the now. Why, then should people not see a fresh look every time they walk into a

Pantaloons store? That is the thought behind 'Fresh Fashion'. An Idea that has captured the imagination of

young India. With a focus on the youth of today, Pantaloons offers trendy and hip fashion that defines the

hopes and aspirations of this demography.

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed

internationally. The ‘look’ and ‘what’s in’ today for the season is sacrosanct.

Pantaloons take its promise of 'fresh fashion' very seriously making available to its customers the latest in

fashion every week!

All Pantaloons stores reflect the new ideology -- Fresh Feeling, Fresh Attitude, Fresh Fashion. The stores

offer fresh collections and are visually stimulating thanks to appealing interiors and attractive product

display!

The first Pantaloons was opened in Gariahat in 1997. Over the years, it has undergone several

transitions.When it was first launched, this store mostly sold external brands. Gradually, it started retailing

a mix of external brands while at the same time introduced its own private brands. Initially positioned as a

family store, it finally veered towards becoming a fashion store with an emphasis on 'youth' and clear focus

on ‘fresh fashion’. Today, the fashion store extends to almost all the major cities across the country.

Pantaloons have established its presence with stores not just in the metros, but also in smaller towns.

Pantaloon the brand of Future Retail is managed from the corporate Head Office (HO) which is situated in

Mumbai. The responsibility of brand development and brand audit is also managed by the marketing team.

Brand Ambassadors: The decision of selecting the brand ambassadors is also in the hands of the Marketing

Team. Currently the brand ambassadors of Pantaloon are Bipasha Basu, Bobby Deol and Zayad Khan.

National campaigns and Schemes: All the national campaigns, schemes and tie ups are managed by the

corporate marketing team.

Partner Companies:

Home Solutions Retail (India) Ltd.

Home Solutions Retail (India) Ltd. (HSRIL) leads the groups foray in the home improvement and

consumer electronics retailing segment. It operates retail formats like Home Town, Furniture Bazaar,

Collection I, E-Zone, Electronics Bazaar and Got It.

Future Media India Ltd.

Future Media India Ltd. is a part of the Future Group, aimed at creation of media properties in the

ambience of consumption and thus offer active engagement to brands and consumers.

Indus League Clothing Ltd.

The group owns a majority stake in Indus League Clothing Ltd., one of the leading apparel manufacturers

and marketers in India. Some of its leading brands include Indigo Nation, Scullers, Urbana, and Jealous 21

Joun miller.

Future Bazaar India Ltd.

Future Bazaar India Ltd. is a subsidiary of Pantaloon Retail (India) Limited. It owns and operates the

online shopping portal futurebazaar.com

Major Milestones

1987: Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, India’s first

formal trouser brand.

1991: Launch of BARE, the Indian jeans brand.

1992: Initial public offer (IPO) was made in the month of May.

1995: John Miller – Formal shirt brand launched.

1997: Pantaloons – India’s family store launched in Kolkata.

2001: Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain launched.

2002: Food Bazaar, the supermarket chain is launched.

2004: Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ - India’s first seamless mall is launched in

Bangalore.

2005: Fashion Station - the popular fashion chain is launched.

ALL – ‘a little larger’ - exclusive stores for plus-size individuals is launched

2007

Future Group crosses $1 billion turnover mark.

Futurebazaar.com becomes India’s most popular shopping portal.

2008

Future Capital Holdings becomes the second group company to make a successful Initial Public Offering

in the Indian capital markets

Group Vision

Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most

profitable manner.

Group Mission

We share the vision and belief that our customers and stakeholders shall be served only by creating and

executing future scenarios in the consumption space leading to economic development.

We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption

affordable for all customer segments – for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united determination shall be the

driving force to make us successful.

Core Values

Indianness: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble in our conduct.

Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: to build long term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.

Locations In India

Pantaloons, a part of Pantaloon Retail (India) Ltd. are among India’s largest chains of fashion stores, with 65 stores across 24 locations.

The leading where Pantaloons had its operations includes: Kolkata, Mumbai, Thane, Pune, Hyderabad, Bangalore, Nagpur, Ahmadabad, Kanpur, Chennai,Gurgaon (Delhi), and Nashik.

PRODUCT PROFILE

PANTALOONS BRAND

GROUP BRANDSINDUS LEOUGE

NON- PANTALOONS

BRANDDENIMS MEN’S UMM LEE COOPER SPYKER

BARE DENIM - -

LEDIS WESTERN UMM LEE COOPER AND -BARE DENIM - 109F

RIG - RIMANIKAHONEY - -

ANNABLE - -AJILE - -

MEN’S FORMAL URBANA INDIGO NATION TURTLESCULLER -

JOHN MILLER -LOMBARD -

MEN’S CASUALS RIG - JM SPORTSALL - AJILE

WOMEN’S ETHINIC RANG MANCH - BIBAAKKRITI - ALLTRISHA - -

- -KIDS WARE RIG - BARBIE

CHALK BOY - TOYCHALK GIRL - -

LEE COOPER J. - -BARE KID - -AKKRITI - -

PINK & BLUE - -DINEY - -

Marketing Calendar of the Pantaloons:

SUMMER SPRING

AUTUMN WINTER

MEN’S FEST

WOMEN FESTETHNIC (PT)

DIWALI &

TROUSER TRAIL OFFER

END OF SEASON SALES

DENIM WAVE

May

OCTOBE

CARNIVALNEW YEARCHRISTMAS

NOVEMBEJULY DECEMBE

END OF SEASON SALE

AUGUS SEPTEMBE

TROUSER TRAIL OFFER

DENIM TRAIL OFFER

AprilFebruar MarchJanuary June

Marketing of the Pantaloons is basically divided in the 2 seasons. These are namely Summer Spring

and Autumn Winter.

Summer Spring is run with in the first 6 months of the year i.e. January to June.

Autumn Winter runs in the last 6 month of the year i.e. July to Dismember.

1. END OF SEASON SALE2. TROUSER TRAIL OFFER AND DENIM TRAIL OFFER

3. WOMEN FEST

4. DENIM WAVE

5. END OF SEASON SALE

6. MEN’S FEST

7. FESTIVE OFFER AND TROUSER TRAIL OFFER

8. CARNIVAL, NEW YEAR, CHRISTMUS.

Explanation of above offers is as follows.

END OF SEASON SALES:

In the month of January and July Pantaloons offers a discount up to 50% on the apparels. Rate of discount

varies from brand to brand. Some of the brand offers 10% discount and some offers 30%. These discount

rates also vary from weeks to weeks. Means in the first week any brand offers 20% discount and in the

last week some brand may also be offers 50% discount. Normally in the January’s EOSS products of

Autumn Winter which are not remain to sales these are to be sold and in the July’s EOSS products of

Summer Spring are to be sold.

TROUSER TRAIL OFFERS AND DENIM TRAIL OFFER:

In the month of February Trouser Trail and Denim Trail Offer is going on. Under this offer Pantaloons

give discount voucher to the customer as gift when they just try any Trouser or any Denim and they may

redeem that discount voucher on the next purchase. The amount of the next purchase is to be fixed.

Customer has to be purchase Formal Trouser or Denim for the particular amount or more than that. The

rates of discount are also fixed which is appeared of the discount voucher.

WOMEN’ FEST:

This offer specially runs for promoting the women’s ethnic ware. Every year Pantaloons offers different

type of discount or offers some kind of white goods by making tie-ups with other company. Customer may

eligible for the offer by purchasing the particular products for specified amount. Offer form is to be filled

by the customer with their name, address, contact number and bill number of particular purchasing. After

the offer these white goods are to be hand over to the customer. These customers are to be fixed by way of

lucky draw.

In the last Women’s Fest Pantaloons Nasik store has tie-up with TVS PAVA which is in the Nasik city and

offers SCOOTY STRICKT.

DENIM WAVE

Denim Wave is runs in the months of May and June and basically for promoting the denim ware. Discount

Voucher offers to the customer on the purchase of anything from the store. These vouchers are to be

redeeming on the purchase of denim from any Pantaloons brand’s denim for a particular or more than

prefixed amount. Normally every single voucher is issued on the purchase of Rs.500/- and multiples of the

Rs.500/-. Every single voucher having a discount of Rs.50/-. These vouchers are having validity of the one

month.

MEN’S FEST:

Men’s Fest comes after the second EOSS which is comes in the month of July and this offer comes in the

months of August and September. Under this offer basically men’s formal ware is to be promoted. Same

kinds of offers are offers to the customer which is offers in the Women’s Fest.

FESTIVE OFFERS AND TROUSER TRAIL OFFER:

These offers are comes in the months of October and November which is period of festivals in India. Festival like Diwali, Dussera comes in these months. Offers are varies as per the particular market conditions. Party Wares are promoted in the Festive Offers.

CARNIVAL, NEW YEAR AND CHRISTMAS:

In the month of December these offers run. For promoting the sale different kinds of discount or white

goods are offer to the customer.

Some of the Companies Board Of Directors are

Mr. Kishore BiyaniManaging Director

Mr. Gopikishan BiyaniWhole time Director

Mr. Rakesh BiyaniWhole time Director

Mr. Shailesh HaribhaktiDirector

Competitors

Pantaloons experiences major competition in the market from the following companies:

Shoppers Stop

The foundation of Shoppers’ Stop was laid on October 27, 1991 by the K. Raheja Corp.Group of companies. From its inception, Shoppers’ Stop has progressed from being a singleBrand shop to becoming a Fashion & Lifestyle store for the family.

Westside

Trent (Tata) was established in 1998; Trent operates some of the nation’s largest and fastestGrowing retail store chains. A beginning was made in 1998 with Westside, lifestyle retailChain.

AWARDS :

2008

Most Admired Retail Company-Indian Retail ForumMost Admired Retail Company-Coco cola Golden Spoon

2007

National Retail Federation Awards International Retailer for the Year 2007 – Pantaloon Retail (India) Ltd

World Retail Congress AwardsEmerging Market Retailer of the Year 2007 – Pantaloon Retail (India)

2006

Ernst & Young Entrepreneur of the Year AwardErnst & Young Entrepreneur of the Year (Services) – Kishore Biyani

CNBC Indian Business Leaders AwardsThe First Generation Entrepreneur of the Year – Kishore Biyani

2005Images Retail Awards 2005

PRIL – Most admired retailer of the year

2004 Images Retail Awards 2004

Reid & Taylor and DLF Awards

2003Indian Express Award

PRIL- Marketing excellence and excellence in brand building

Future Plan of Pantaloons

The company has shown excellent growth since inception and is growing at a rapid pace. All these

contribute for the company’s future expansion plan.

It is going to open 100 above more Stores in India .

It is going to no.1 Stores in India.

COMPANY PROFILE IN NASHIK

Pantaloons brings fresh fashion to Nashik. Launches its first store in the city; spread over 18,000

square feet. Nashik, May 22, 2009: Pantaloons, India’s leading fashion retailer, today, opened its new

store in Nashik in Sarda City Centre, Unttawadi, Lavate Nagar. The store is on the ground floor and spread

over 18,000 sq. ft. This new fashion store in Nashik will provide great shopping options to customers in

apparel (men, ladies, kids & infants), watches and sunglasses, perfume and cosmetics, footwear, sports

apparel, lingerie, fashion accessories and much more.

The Pantaloons store offers a wide range in apparel for Men, Women and Kids to suit various

occasion whether it formal wear, casual wear, ethnic wear or Fusion wear.  The brands for Men includes

John Miller, Lombard, Urbana, Scullers, Indigo Nation RIG, UMM, BARE Denim, BARE Leisure, JM

Sport, Akkriti and Ajile. For Women it has Annabelle, Honey, Akkriti, RIG, UMM, BARE Denim

Rangmanch, Trisha and Ajile and Chalk and BARE 7214 for Kids.The apparel for men's wear start at Rs.

219/-, women's wear start at Rs. 199/- and kids- wear start at Rs. 149/-. Apart from apparels, customers can

shop for watches from brands like Tommy Hilfiger, Citizen, Titan, Fastrack, Timex, Esprit, Giordano and

more. The customers can also buy trendy sunglasses from popular brands like Allen Solly, Polaroid, Van

Heusen,  Diesel, Carrera, Louis Phillip, Peter England, Spykar and many more. This store also offers a

wide range of perfumes and cosmetics from various brands.

Rajesh Shetty, Business Head- West Zone, Pantaloons.

profile Menswear

Category

Mens Shirts

Mens T Shirts

Mens Sportswear

Mens Trousers

Mens Denim

FabricOthers

Single Jersey

Linen Cotton Blend

Pique

Cotton

Poly Viscose

Poly Wool

Checkes

100% Cotton

Cotton Lycra

BrandRIG

Ajile

Bare Leisure

UMM

Bare

Lombard

Womenswear

Category

Womens Ethnicwear

Womens Tops & Blouses

Womens T Shirts

Womens Sportswear

Womens Denim

Womens Bottomwear

Lingerie

Sleepwear

FabricOthers

Dobby

Knits

Cotton

Printed

Poly silk

Viscose

Jersey

BrandRangmanch

Bare

Annabelle

Rangmanch

Bare

Annabelle

Kidswear

Category

Boys wear

Girls wear

SleevesHalf Sleeves

Sleeveless

Full Sleeves

FabricOthers

Cotton Polyester

BrandChalk

Bare

Bare Denim

Message

Prints

Cut n Sew

Price RangeUnder Rs. 1,000 – 2,000

MARKETING FUNCTIONS PANTALOONS RETAIL INDIA LIMITED:

MARKETING

MEDIA

PERCEPT MEDIA is handling all media activity of the Pantaloon Retail India Limited. Like

designing the communication such as outdoors, direct mailers, photo shoots of brand

ambassadors, internet communications. PRIL can communicate with their customer by a strong

media plan. Every offer (any ticket size offer), season (eoss, denim fest) are well known by the

all peoples by media.

Marketing persons of each individual store have to plan for the branding in their respective city.

He has to send details of the locations like there picture, there sizes, visibility, quotations etc.

Where to be communication is fix like hoardings, poll kiosk, radio communications, mall

visibility, outdoors etc.

LOYALTY PROGRAM:

If customer is tired of the mad rush during a sale, customer is in luck if they are a

PANTALOONS PAYBACK GREEN CARD MEMBER. He gets to enjoy exclusive shopping

two day before a sale is thrown open called as PREVIEW DAY. Besides getting to shop in

peace, you also get to grab all the goodies before the rest.

For retention of the customer and being feel privilege to customer,april having one of the best

loyalty program. This PBGC is accepted at anywhere in India’s Pantaloon shop or future group.

Any customer can enrolls for PBGC with Rs.99/- only and he became a member. At the time of

enrolment customer get welcome which includes Rs.200/- voucher, this is redeemable on any

Pantaloon Brand apparels and having cost Rs.599/- or more.

MEDIA LOYALTY ACTIVATION BRAND

Every Rupee having an each point and each shopping amount is added to customers account.

After crossing the 8000 points he become a 3star customer and facilitate 3% discount at time of

every shop. When within 2years customer shop for Rs.20000/- then he becomes a 5ster member

and eligible for 5% discount at the time of every shop. For becomes a 7star customer have to

cross the limit of Rs.40000/-. Afterward he is facilitating by 7% on every shop.

ACTIVATIONS:

TIE-UPS: For push the sales, achieving the targets, rotation of the customer and for

new enrolment of loyalty cards different type of cross promotional tie-ups is requires.

Examples:

Tie-Up with TATA MOTORS

Citizen Watches (Ecodrive)

Gold Gym

Beyond Mobiles

ALLIANCES: Alliances is basically for customer rotations. Making tie-up with

companies other than which are having same core products. Giving the benefits to the

customer by the both companies and let them to buy products from both companies.

Examples:

LG

CROSS VISIBILITY: Cross visibility done after the alliances. When outdoors is fixed

Logo or name of the company show with our branding.

Example:

Logo of LG

Logo Of Beyond Mobile.

MARKET HAMMERING: This is one the good strategy used new-a-days by many

retail companies for huge number of customer footfall. Customer can continuously

hammer by different mode of communication.

Examples:

Pole Kiosk

Radio Advertising

Pamphlets and Brochures

SMS ACTIVITY: Now-a-days formal communication is held by way of mobile SMS

facility. Daily new offers or a scheme offers to the customer by SMS. Retail companies

also have tie-up with the communication companies like Reliance, Air Cell, Air Tell, etc.

It gives a successful result in the awareness to the customer and their retentions.

Examples:

SMS blast by Air cell at EOSS.

SMS to PAY BACK GREEN CARD members every Friday and allow them

additional 5% discount by showing the particular SMS send by company.

SMS to PAY BACK GREEN CARD members for each offer.

OUTDOORS: Hoardings are the best way for communication of Brand, ongoing offers

etc. They provide largest visibility to the customer. In the today’s world each and every

road in the every big city covered by the large hoardings.

Examples:

In a Nasik city Pantaloons hired 10 hoarding in a different location at the time

of EOSS.

A3 Singages in ATM centres

Tent Cards in Hotel, Juice Bars, Coffee Bars,

MALL BRANDING: When any customer enters in Mall find everywhere only

communications of any particular brand, then automatically he getting hammered by this

type of branding and he may convert from prospect to the genuine customer.

Examples:

Floor Branding.

Steers Branding.

Drop Downs.

RESPONSIBILITY OF ZONAL OFFICE:

Outdoor media planning and execution. Currently there are 24 permanent sites.

Projection of Brands in the stores and VM coordination

Designing of pamphlets and brochures

Custodian of Brands at local level

In - store Marketing

Events and activities management to enhance the brand image

Local tie ups and promotion

Customer loyalty program management

DEFINITAIONS OF LOYALTY PROGRAMM

Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal

buying behavior — behavior which is potentially of benefit to the firm.

Loyalty Cards in Indian Market

Customers are swimming in messages. And they're being pursued by countless brands. Loyalty

Cards is one of better ways to keep their attention, their time, and their dollar. The Retail loyalty

programs have evolved over years so as to make shopping for permanent customers profitable.

Retail loyalty programs evolved when progressive retailers recognized that without a "customer

identification tool," they were unable to recognize individual customers and reward them for

desired behavior.

While retail loyalty programs have many purposes, the greatest value that is created for retailers

is the ability to identify individual customers and to measure and understand their individual

behaviors. This consumer behavior data far outweighs the "currency" value of providing

consumers the opportunity to build a reward opportunity by shopping at one particular retail

banner.

Loyalty Card Programs in Retail India

The Indian Retailers have been using the loyalty program for quite some time.

Here is a list of the famous Indian Brands that have launched a successful loyalty program.

1. Shoppers Stop - First Citizen

2. Pantaloon: Green Card

The First Citizen - Program

At Shoppers Stop the emotional connect that has been created with the customers through our

service offering and special promotions has helped them convert many of them into loyal

customers. This is clearly proven by our large and constantly growing base of First Citizen

members

First Citizen

Shoppers' Stop's customer loyalty program is called The First Citizen, with these customers

being part of The First Citizen's Club. This is a program offering members an opportunity to

avail of a variety of special benefits, by amassing points on their purchases, and it also offers

them privileged shopping experiences.

The name "First Citizen" reflects our commitment to offering you the ultimate shopping

experience Product Details

First Introduce Loyaty Program In Pantaloon Green Card

If you are tired of the mad rush during a sale, you are in luck if you are a Pantaloons

Green Card member. You get to enjoy exclusive shopping hours two days before a sale is thrown

open. Besides getting to shop in peace, you also get to grab all the goodies before the rest.

Pantaloon offer's our Green Card holder’s rewards points on their purchases, special offers and

discounts, and invitations to exclusive events and promotions.

Green Card is your passport to a whole new world of exclusive benefits and privileges.

* Instant discounts* for every time you shop at Pantaloons.

* Exclusive shopping days to get hold of latest merchandise.

* Regular updates on collections and promos via catalogues, sms and email.

* Special invites to the most happening events.

* Extended exchange periods and complimentary drops for alterations.

* Exclusive billing counters and much more.

Green Card’sFour New Features

e

BENEFITS OF GREEN CARD

Green add on card.GC member benefits can now be shared with family members. Let the members family also be entitled to direct discount and other privileges that we have to offer.

Green Day.Exclusive GC shopping day give members a preview of End Of Season Sale so that GC members first to get hold of the latest merchandise.

Green Channels.Our special billing counter is open to all GC member during EOSS. Now GC members can avoid the rush at the regular billing counter.

Green Offer and Promotions.There are exclusive shopping offers send to GC member on a regular basis. Just flash GC and claim the special offers and promotions.

Green Service Desk.

1 star 3 star 5 star 7 star

Gift voucher worth Rs.200/- on enrolment.

5% Discount On

every purchase.

An exclusiv7.5% discount on every

purchase.

A whopping 10% discount on every

purchase.

For all GC members queries, information and services contact the Green Services Desk at any pantaloon store.

Green Exchange.Now GC member can exchange their product within 60 days of purchases. (90 days for 7 star members)

Green Drop.GC 7 star member collect their alterations or purchase will be home delivered.

CHAPTER NO -4

DATA PRESNTATION AND ANALYSIS.

4.1 Analysis of age group of visiting in Pantaloon.

AGE NO.OF RESPNDENTS PERCENTAGE (%)

UP TO 18 YRS 4 8 %

19 – 24 YRS 17 34 %

25 – 35 YRS 14 28 %

36 – 45 YRS 6 12 %

46 – 55 YRS 5 10%

MORE THAN 55 YRS 4 4 %

GRAPH 5.1 INTERPRETATION

In reference to project work, the above graph is made for the analysis of age group of visiting in Pantaloon which concludes that maximum customers are in the group of 19 – 24 yrs(34%) & 25- 35 yrs(28%). It shows that the most of the customers are young stars. Other age group are not that much visited in Pantaloon.

4.2 Analysis for frequency of customer for shopping in pantaloons.

Time period No .of respondents %

Weekly 2 5

Quarterly 19 20

Monthly 8 21

Annually 21 54

GRAPH 5.4

INTERPRETATION

In reference to project work, the above graph is made for the Analysis of frequency of customers for shopping in pantaloons which shows that, 54% of the customers are visiting the showroom annually while very few (5%)customers frequently visited the showroom.

Thus, this concludes that most of the customers are visiting the pantaloon only at special occasions.

4.3 Analysis of general expectations of customers from Pantaloons.

Factors No. of Respondents Percentage (%)

Price 20 40

Variety 11 22

Size 7 14

Colors 5 10

Others 7 14

.

INTERPRETATION I reference to project work, the above graph is made for the Analysis of general expectations of customers from Pantaloon which shows that maximum customers are dissatisfied with the price range of the products in pantaloon due to which customers expecting products of average price range in the showroom which may improve the sale of pantaloon. Thus, this graph concludes that if pantaloon will keep the products of average price range so that Average customer can buy it then it may improve the sale of pantaloon.

Q4.4. How frequently do you Shop at pantaloon?

Table No.1

Sr.No Attribute No. Of Respondent % of Respondent

1 Frequently buyer 40 40.00%

2 Occasionally 28 28.00%

3 During Sale 32 32.00%

Total 100 100%

(Source: - Questionnaire)Graph No.1

INTERPRETATION:

The Study reveals the fact that 40% respondents are frequent buyers of Pantaloon Nasik

Store.

The Study reveals the fact that 28% respondents buy Occasionally at Pantaloons Nasik

Store.

Q4.5. How did you find the ambience of Pantaloons?

Tabal No. 2

Sr. No.

Attribute No. Of Respondent

% of Respondent

1 Excellent 43 43.00%2 Good 37 37.00%3 Average 16 16.00%

4 Poor 4 4.00%Total 100 100%

(Source: - Questionnaire)

Graph No.2

INTERPRETATION:

The observation of the above Graph suggest that 43% of respondent agree to the fact that

ambience of Pantaloons Nasik Store is excellent.

Only 4% respondents feel ambience of Pantaloons Nasik Store require improvement.

Q4.6. How did you feel the merchandise collection of the Pantaloons Nasik Store?

Tabal No.3

Sr. No.

Attribute No. Of Respondent

% of Respondent

1 Fresh Fashionable 67 67.00%2 Good 23 23.00%3 Average 8 0.80%

4 Poor 2 0.20%Total 100 100%

(Source: - Questionnaire)Graph No.3

INTERPRETATION:

The observation reveals the fact that 67% of the respondents feel that Merchandise of

Pantaloons Nasik Store is fresh and promotes the new fashion.

An Insignificant position of the respondents (2%)

Q4.7. How did you find the pricing of the Pantaloons Nasik Store?

Table No.4

Sr. No.

Attribute No. Of Respondent

% of Respondent

1 Higher 32 32.00%2 Average 44 44.00%

3 Normal 17 17.00%4 Lower 7 7.00%

Total 100 100% (Source: - Questionnaire)

Graph No.4

INTERPRETATION:

The above study reveals the fact that 44% are agreeing that pricing of the merchandise is

average and worth to the quality of the apparels. Only7% respondents feels that price is

lower.

Q4.8. How did you find the offers running in the Pantaloons Nasik Store?

Table No.5

Sr. No.

Attribute No. Of Respondent

% of Respondent

1 Excellent 38 38.00%2 Good 46 46.00%3 Average 13 13.00%4 Poor 3 3.00%

Total 100 100%(Source: - Questionnaire)

Graph No.5

INTERPRETATION:

The observation of the graph reveals the fact that 46% respondents are happy with the

ongoing offers of the Pantaloons Nasik Store. Only 3% feel offers are poor & require

improvement.

Q4.9. How were you communicated about the offers in Pantaloons Nasik Store?

Table No.6

Sr. No

Attribute No. Of Respondent

% of Respondent

.1 Direct Mailer 24 24.00%2 SMS 37 37.00%3 Outdoors 23 23.00%4 Radio 3 3.00%5 News Paper 6 6.00%6 Fashion Assistant 7 7.00%

Total 100 100%(Source: - Questionnaire)

Graph No.6

INTERPRETATION:

Observation of the above graph suggest that 37% respondent get communicated

regarding the offers by the SMS services. While very few get the information through

Radio.

Q4.10. How did you feel the location of the Pantaloon’s Nasik Store?

Table No.7

Sr. No. Attribute No. Of Respondent % of Respondent

1 Ease to my identification 45 45.00%2 Close to my shopping area 32 32.00%3 Close to my house 12 12.00%4 Close to my Working Place 11 11.00%

Total 100 100%(Source: - Questionnaire)

Graph No.7

INTERPRETATION:

The Study reveals the fact that 45% respondents are feeling that location of Pantaloons is

easy to identify as there is only single mall in Nasik city. While 11% respondent agree

that location is near to working area.

Q.4.11.Is Fashion Assistant provides appropriate information at Pantaloons Nasik Store?

Table No.8

Sr. No. Attribute No. Of Respondent % of Respondent1 Excellent 35 33.00%2 Good 44 48.00%3 Average 13 13.00%4 Poor 8 6.00%

Total 100 100%(Source: - Questionnaire)

Graph No.8

INTERPRETATION:

Observation of the above graph suggest that Majority of respondent are agreeing that

Fashion Assistants are good.

Only 8% respondents are feels Fashion Assistants are poor.

Q.4.12. How did you find the Cashiering at the Pantaloons Nasik Store?

Table No.9

Sr. No. Attribute No. Of Respondent % of Respondent1 Excellent 58 58.00%2 Good 23 23.00%3 Average 10 10.00%4 Poor 9 9.00%

Total 100 100%(Source: - Questionnaire)

Graph No.9

INTERPRETATION:

The study reveals the fact that58% respondents are happy and feel that Pantaloons Nasik

Store’s Cashiering is excellent.

The study reveals the fact that 9% respondents are feeling that Pantaloons Nasik Store’s

Cashiering is poor.

Q.4.13 Which type of Pantaloons Green Card do you have?

Table No.10

Sr. No. Attribute No. Of Respondent % of Respondent1 1 Star 22 22.00%2 3 Star 26 26.00%3 5 Star 28 28.00%4 7 Star 24 24.00%

Total 100 100%(Source: - Questionnaire)

Graph No.10

INTERPRETATION:

The study suggests that 28% respondents are happy and feel that they are 5 Star

member of Pantaloons Nasik Store. While 24% respondents enjoying the7 Star

member position of Pantaloons Nasik Store.

Q. 4.14. How did you find the Loyalty Program of Pantaloons?

Tabal No.11

Sr .No Attribute No. Of Respondent % of Respondent

1 Excellent 32 32.00%

2 Good 36 36.00%

3 Average 22 22.00%

4 Poor 10 10.00%

Total 100 100%

(Source: - Questionnaire)

Graph No.11

INTERPRETATION:

The study reveals the fact that 36% respondents are happy and feel that Pantaloons Nasik

Store’s Loyalty Program is excellent.

The observation suggests that 10% respondents are feeling that the Loyalty Program is

poor.

Q.4.15. How did you provided service on the Customer Service Desk?

Tabal No.12

Sr.No Attribute No. Of Respondent % of Respondent1 Excellent 38 38.00%

2 Good 34 34.00%

3 Average 16 16.00%

4 Poor 12 12.00%

Total 100 100%

(Source: - Questionnaire) Graph No.12

INTERPRETATION:

38% respondents are happy and feel that Pantaloons Nasik Store’s Customer Service

Desk is excellent.

12% respondents are feeling that Pantaloons Nasik Store’s Customer Service Desk is

poor.

CHAPTER NO -5

FINDINGS AND SUGGESTIONS.

Findings

The Researcher based on his analysis has come up with the following findings and observation:

The company adopts a variety of promotional methods such as activation, tie up, cross

visibilities, sms activities, outdoor, direct mail, mall branding to increase the foot fall of

the consumers at the stores.

The Researcher could understand the concept that Fresh merchandize products, quality

and fresh look contributes in differentiating the products of the organization from that of

the competitors.

The activities carried out by each and every store of the organization is systematic and

centralize for all stores across India.

The researcher has studied the Loyalty programs of Pantaloons Retail India Ltd

(PRIL )and as per the observation & experience he could find out that such programs

positively impacts the performance of the organization. Through the PRIL loyalty

program in terms of Green card, the consumers got the special benefits of discount

schemes & early purchase opportunity through ‘Preview day’ scheme.

Suggestions:

The researcher based on his findings and observation has come up with the following possible suggestions:

As the competition is intense, there should be some value addition so as to make the

Company experience the distinctive feature in the market. One of the possible ways

would be to enhance the customer service approach.

The Company may adopt ways to record the customer’s feedback which should be noted

in writing so that it will help in continual improvement and guide the company in the

right direction.

In order to be Preferred choice, the Company has to walk the extra mile. A method

named ‘Experimental Marketing’ can be adopted by the Company wherein the

prospective consumers can be invited to visit the showroom & touch and feel the

products.

Conclusion

The researcher has completed his study of Marketing activities and promotion with reference to

Pantaloons. The study has helped researcher to get a fair idea about dynamics of retail industry

and how the industry has evolved from un-organized retail to modern organized retail.

Retail Industry has a wonderful career prospect and the project was the medium for the

researcher to gain further knowledge in the field Retail business leading to enhancement of his

knowledge about overall Marketing Management.

BIBLIOGRAPHY

Kotler Philip, Marketing Management,Prentice Hall India (PHI) Publication, (12 th

Edition)

Shukla Madhukar, Understanding Organizations: Organizational Theory and Practice in India ,Prentice Hall India (PHI) Publication

Biyani Kishore, It Happened in India,Rupa & Co. Publication

News papers:-

The Economic Times

Business Standard

Websites:

www.google.com

www.pantaloonretailindia.com

www.futuregroup.com

ANNEXURE

Questionnaire

NAME: CONTACT NO: OCCUPATION: RESIDENT OF AREA CITY

Q1. How frequent do you Shop at pantaloon?

Frequently buyer Occasionally During Sale

Q2. How did you find ambience of Pantaloons Nasik Store?

Excellent Good Average Poor

Q3. How did you feel the merchandise collection of the Pantaloons Nasik Store?

Fresh Fashionable Good Average Poor

Q4. How did you find the pricing of the Pantaloons Nasik Store?

Higher Average Normal Lower

Q5. How did you find the offers running in the Pantaloons Nasik Store?

Excellent Good Average Poor

Q6. How were you communicated about the offers in Pantaloons Nasik Store?

Direct mailer SMS Outdoors Radio News Paper Fashion Assistants

Q7. How did you feel the location of the Pantaloon’s Nasik Store?

Ease in identification of store

Close to my shopping area

Close to my house

Close to my workplace

Q.8.Is Fashion Assistant provides appropriate information at Pantaloons Nasik Store?

Excellent Good Average Poor

Q.9. How did you find the Cashiering at the Pantaloons Nasik Store?

Excellent Good Average Poor

Q. 10. How did you find the Customer Service Desk?

Excellent Good Average Poor

Q.11.Which type of Pantaloons Green Card do you have?

1 Star 3Star 5Star 7Star

Q. 12. How did you find the Loyalty Program of Pantaloons?

Excellent Good Average Poor

Q13. Will you recommend Pantaloons store to your friend's Colleagues ?

Yes No