CHAPTER-1

INTRODUCTION

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1.1 MARKETING :

Marketing is a social and managerial process by which individuals and groups obtain
what they need want through creating, offering and exchanging products of value with
others. This definition of marketing rests on the following on the following core
concepts: needs, wants and demand products, value, cost and satisfaction, exchange,
and relationships. The views of the modern authorities on marketing. Marketing starts
where production leaves off. Marketing is the set of human activities. Marketing the
business does is marketing. Everything the business does in marketing. Marketing is
the response to the consumer demands marketing is the chain of process backing by
creative thing Marketing is the response to the consumer demands. Consumer market
is concerned with providing products and services for individual consumers.
Industrial marketing is concerned with providing products and services to industrial
and commercial establishments. But many so called consumer goods are sold for use
by companies or institutions. Marketing strategies has the fundamental goal of
increasing sales and achieving a sustainable competitive advantage. Marketing
strategy includes all basic, short-term, and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company and
the formulation, evaluation and selection of market-oriented strategies and therefore
contribute to the goals of the company and its marketing objectives. Marketing
strategies may differ depending on the unique situation of the individual business.
However, there are a number of ways of categorizing some generic strategies. The
marketing mix also known as the 4 p‘s and they are:

A) Product : All products and their packaging must support the brand‘s positioning.
Functionality and design need to be carefully considered and developed clearly
communicate product benefits.

B) Price : Price plays a critical role in both market positioning and customer
perception. Brands selling a premium product or service can command above average
prices.

C) Promotion : Which platforms and tools will be employed to promote the product
or service? Promotion strategy incorporates the brand‘s USP statement into all of its
messaging. It must take all of the brand‘s marketing objectives and create specific

D) Place: The selection of the distribution channel must be consistent with the
brand‘s positioning. A high- end product must be associated with a high- end
distribution channel to reinforce product value.

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 Strategies of marketing provides the business with focus and direction by
identifying the best opportunities worth pursuing s well as the threats to be avoided.
It identifies the tools that the company can effectively use to fight competition and
gain market share and save company time and money by focusing the resources on
attracting the right employees and investing only on marketing initiatives that support
the overall business objectives and creates consumer preference for the brand to
increase sales and profits .

1.2 TYPES OF MARKETING :

A) Celebrity marketing : Celebrity marketing is getting a celebrity to endorse a

product. The logic is that celebrity endorsements increase sales because consumers
can connect and identify with someone. In other words, to them, it feels like they‘re
buying from the celebrity and not a faceless business. Interestingly, although this
tactic is known as celebrity marketing, a product doesn‘t need an endorsement from a
famous superstar. The ‗celebrity‘ just needs to be a person who is well known to the
target audience.

Ex. Fruity company used alia bhatt and varun dhawan in their add for a long time
now .

B) Community marketing : Community marketing is any marketing that

concentrates on an existing customer [as opposed to new customers].Sometimes
known as loyalty marketing , community marketing is useful because the cost of
maintaining a customer will always be cheaper than the cost of acquiring a new one.

Ex.O2 does a good job or rewarding customer loyalty. It frequently hands over
multiple perks to all their customers, both new and old.

C) Consumer marketing : Consumer marketing is straightforward: it‘s marketing

directly to consumers. It‘s the most common type of marketing and it‘s everywhere.

Ex. Consumer marketing is online and offline. It‘s in shops, in the street… even in
public toilets.

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D) Direct marketing : Direct marketing is using a range of mediums to sell
products or services directly to consumers [as opposed to selling via a retailer].Direct
marketing takes place when you‘re able to communicate one-to-one with a customer.
Techniques direct marketing are:

a) Cold-calling.

b) Mail order catalogues.

c) Text messages.

d) TV and radio ads.

1.3 MARKETING STRATEGIES OF PANTALOONS :

PANTALOONS Pvt. Ltd advertisements have appeared in several types of media

including television, the Internet, magazines, catalogs and newspapers. Some of
Pantaloons marketing strategies include lowering prices at all times of the year, free
bonus products, and free shipping to encourage more sales and stave off competitors.
Sometimes, Pantaloons cut its prices in an effort to maintain its market share. This
also cut profit-margins by more than half, from 8.7 to 4.3 percent. To maintain its low
prices, Pantaloons continues to accept most purchases of its products via the Internet
and through the telephone network, and to move its customer-care division to India.
Product diversification is a key strategy for Pantaloons as it seeks to maintain a
competitive advantage in the declining industrial ventilation market. Pantaloons
needs to restructure its core business priorities and develop new structures that can
help it to gain leverage in a highly competitive industry. It needs to develop a
comprehensive strategy, which can be based upon achieving key targets through the
focus on innovation and creativity. The development of a comprehensive approach is
essential because it can lead to competitive advantage in the future. Corporate
Branding- Pantaloons corporate branding strategy is also essential because it must be
restructured so that it helps to target new as well as running factories. It should create
a competitive strategy, which should help it to offer value proposition to its customer.
Pantaloons key competitive advantages, which include a lean, supply chain
management system and lowered costs through its direct distribution model, need to
be reinvented so that they can offer value added services to home users.

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Pantaloons has created a flexible team strategy so that its key goals can be attained. It
has been using online commerce to increase its sales and revenues. Its build-to-order
processes ensure that customers receive products according to their specifications.
Customer Analysis Pantaloons customers belong to diverse sectors but the industries
and factories represent its main customers. It has aggressive marketing strategies in
order to target the industries. This is in line with its belief that technology can be
easily promoted among the customers. Pantaloons has used clear and specific
objectives in order to achieve its critical goals. It has crafted a superior business
strategy that is based upon achieving efficiency and effectiveness.

Pantaloons has various marketing mix such as :

A) PRODUCT : It has about 4-5 product categories. It has about 100+ in house
brands and tie ups with other private label and licensed brand more in apparel and
accessories .PRODUCT MIX MEN‘S WEAR WOMEN‘S WEAR KIDS WEAR
ACCESSORIES HOME DECOR  Casual  Formal Ethnic  Sports  Plus
size fashion  Innerwear • Casual • Formal • Ethnic • Sports • Plus size fashion •
Lingerie • Casual • Ethnic • Hand Bags • Watches • Footwear • Sunglasses • Perfumes
• Jewelry • Luggage bags • cosmetics • Curtains • Bed sheets • Pillow • Pillow covers.

B) PRICE : Pricing decisions consistent with firm‘s marketing strategy and target
market. • They propose to provide branded products at 10% less than the MRP and
20% off on the local brands. •

The types of pricing:-

a). Seasonal pricing.

b). Product bundling pricing.

c). Promotional discounts.

C) PROMOTION : They promote in house brands with some space with other
brands. • The Pantaloons Payback Green card, which is a unique loyalty programs,
has been designed exclusively for Pantaloons' customers to enhance customer
experience. • Presently offered to over 4 million members, the programs entitles
members to discounts in terms of points and special privileges at all Pantaloons stores.
• All types sales and discounts. • Online and offline promotions.

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D) PLACE : • Chain of stores mainly functioning in malls. • Stores located nearer to
the competitors. • Product availability mainly depends on the city of operations. •
Pantaloons have Distribution collection center (DCC) in four major Metros of the
country. • It has about 100 stores all over India. • They have also introduced online
shopping. • Exclusive stores for women and kids. • In stores they keep 70% of their
own brand and remaining 30% of other brands.

1.4 SALES PROMOTION :

Sales promotion is the process of persuading a potential customer to buy the product.
Sales promotion is designed to be used as a short-term tactic to boost sales – it is
rarely suitable as a method of building long-term customer loyalty. Some sales
promotions are aimed at consumers. Others are targeted at intermediaries and at the
firm's sales force. Sales promotion is one of the five aspects of the promotional mix.
(The other 4 parts of the promotional mix are advertising, personal selling, direct
marketing and publicity/public relations.) Media and non-media marketing
communication are employed for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability. Examples include
contests, coupons, freebies, loss leaders, point of purchase displays, premiums,
prizes, product samples, and rebates. Sales promotions can be directed at either the
customer, sales staff, or distribution channel members (such as retailers). Sales
promotions targeted at the consumer are called consumer sales promotions. Sales
promotions targeted at retailers and wholesale are called trade sales promotions. Some
sale promotions, particularly ones with unusual methods, are considered gimmicks by
many. Sales promotion includes several communications activities that attempt to
provide added value or incentives to consumers, wholesalers, retailers, or other
organizational customers to stimulate immediate sales. These efforts can attempt to
stimulate product interest, trial, or purchase.

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 Examples of devices used in sales promotion include coupons, samples, premiums,
point-of-purchase (POP) displays, contests, rebates, and sweepstakes. Sales promotion
is implemented to attract new customers, to hold present customers, to counteract
competition, and to take advantage of opportunities that are revealed by market
research. It is made up of activities, both outside and inside activities, to enhance
company sales. Outside sales promotion activities include advertising, publicity,
public relations activities, and special sales events. Inside sales promotion activities
include window displays, product and promotional material display and promotional
programs such as premium awards and contests. Sale promotions often come in the
form of discounts.

Discounts impact the way consumers think and behave when shopping. The type of
savings and its location can affect the way consumers view a product and affect their
purchase decision. The two most common discounts are price discounts (―on sale
items‖) and bonus packs (―bulk items‖). Price discounts are the reduction of an
original sale by a certain percentage while bonus packs are deals in which the
consumer receives more for the original price. Many companies present different
forms of discounts in advertisements, hoping to convince consumers to buy their
products.

Sales promotion covers those marketing activities other than advertising, publicity,
and personal selling that stimulate consumer purchasing and dealer effectiveness.
Sales promotion mainly involves short-term and non-routine incentives offered to
dealers as well as consumers].

A). CONCEPTS OF SALES PROMOTIONAL ACTIVITIES OF

PANTALOONS :
The sales promotion activities are :

a): Money off coupon .

b): Competition.

c): Discount voucher.

d): Free gifts.

e): Loyalty cards.

f): Advertisement.

g): Demo .

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h): Exchange offer

i): Extended warranty

Money off coupons :

Money off coupons customers receive coupons, or cut coupons out of newspapers or
a products packaging that enables them to buy the product next time at a reduced
price. This money coupon helps the customer to avail the discount on the next or
upcoming purchases.

Competitions :

Competitions buying the product will allow the customer to take part in a chance to
win a prize. The customers are provided a chance to participate in a competition and
win an exciting prize.

Discount vouchers:

Discount vouchers is a voucher (like a money off coupon). Discount vouchers are
same like the money voucher.

Free gifts:

Free gifts a free product when buy another product. The customer is provided with a
free gift at a time of purchase in order to retain the customer and provided better
purchasing experience. Point of sale materials e.g. posters, display stands – ways of
presenting the product in its best way or show the customer that the product is there.

Loyalty cards:

e.g. Nectar and Air Miles; where customers earn points for buying certain goods or
shopping at certain retailers – that can later be exchanged for money, goods or other
offers Loyalty cards have recently become an important form of sales promotion.
They encourage the customer to return to the retailer by giving them discounts based
on the spending from a previous visit. Loyalty cards can offset the discounts they
offer by making more sales and persuading the customer to come back. They also
provide information about the shopping habits of customers – where do they shop,

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when and what do they buy? This is very valuable marketing research and can be used
in the planning process for new and existing products.

Advertisement:

Sponsors of advertising are often businesses who wish to promote their products or
services. Advertising is differentiated from public relations in that an advertiser
usually pays for and has control over the message. It is differentiated from personal
selling in that the message is non-personal, i.e., not directed to a particular individual.
Advertising is communicated through various mass media, including old media such
as newspapers, magazines, Television, Radio, outdoor advertising or direct mail; or
new media such as search results, blogs, websites or text messages. The actual
presentation of the message in a medium is referred to as an advertisement or "ad".

Demo:

A demonstration of a product or technique.

Exchange offer:

An exchange offer, in finance, corporate law and securities law, is a form of tender
offer, in which securities are offered as consideration instead of cash.

Extended warranties:

Extended warranties have terms and conditions which may not match the original
terms and conditions. For example, these may not cover anything other than
mechanical failure from normal usage. Exclusions may include commercial use, "acts
of God", owner abuse, and malicious destruction. They may also exclude parts that
normally wear out such as tires and lubrication on a vehicle .These types of warranties
are provided for various products, automobile and electronics are common examples.
Warranties which are sold through retailers such as Best Buy may include significant
commission for the retailer as a result of reverse competition .

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B) Reasons for Sales Promotions:

a) :
This could be a way of monitoring the performance of product
management. Since sales promotion can possibly provide immediate impact on
consumer sales, it is not unusual to use these strategies to attain their sales objectives.

b) :
Companies have to cope with pressure on sales margins which th
e y c a n achieve through paying closer attention to cost-effective sales
volume. Since there results of using sales promotional techniques can be
determined accurately, sales volumes can be easily predicted.

c) :
More importantly, sales promotions are not only effective in attaining
short term sales ; they are more also cost effective compared to
intregrated marketing communications tools such as advertising.
T h e p r o g r e s s i v e f r a g m e n t a t i o n audiences and
t h e i n c r e a s e i n m e d i a c o s t s h a v e t i p p e d t h e balance in favor of
sales promotion techniques which are more likely to deliver demonstrable
results.

C) There are two types of Sales promotions :

a) Consumer sales promotions:

Any sales promotion activity that you do keeping the end consumer in mind is known
as consumer sales promotions. Example if an E-commerce website gives10% discount
on its products, then it wants the consumers to make the best of this deal. This is a
consumer focused promotional activity and hence can be called as consumer sales
promotions. The objective of Consumer sales promotions might be various. A
consumer might be asked to test a sample of a completely new perfume in the market
and rate it. An existing customer might be asked to use a Scratch card so that he
receives a gift. At the end, the result should be an action from the consumer. Either
the consumer should purchase the product right away, or he should come to know
about the product so that further awareness is created for the brand.

b) Trade Sales promotions :

If your promotional activities are focused on Dealers distributors or agents, then itis
known as trade promotions. There is a lot of competition in any field. And in channel
sales, to get the products moving and to motivate the dealer to perform better, trade
discounts are given. Below are some of the most common type of sales promotion

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techniques used across all industries. Some industries see a lot of these techniques
being implemented simultaneously .

D) Popularity of Sales Promotions:

The reason sales promotions are gaining popularity is due to the fact that product and
sales management are very confident in their ability to handle the techniques of
sales promotion. Other forms of integrated marketing communication
tools need to go through a lot of thought and internal debates before
funds are allocated or decisions are arrived at.

Product managers also are more in control of the determination and implementation
of s a l e s p r o m o t i o n a l a c t i v i t i e s . T h e y h a v e a f r e e h a n d w h e n i t c o
m e s t o w h a t s a l e s strategies to use. The important of sales promotion as an
integrated marketing communications tool could be attributed to the increase in
number of specialist sales promotions agencies operating in certain
places. In the past, sales promotion was viewed as part of
other marketing communications techniques. Today, it is one of the
stand-alone effective marketing tools.

E) Disadvantages of Sales Promotions:

a):
On the downside, the sales promotions, unlike other integrated
m a r k e t i n g communication tools, work often on a short-term basis only.

b):
Unlike advertising or public relations, for instance, sales promotions strategies may
have no lasting impact on the brand.

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1.5 Products:

A pantaloon retails approximately 200 brands which comprises a mix of private

labels, licensed brands and more in apparel and accessories. Pantaloons offers a wide

range of exclusive brands that cater to different occasions for men, women and kids.

These include Ajile, Chalk, Akkriti, Trishaa, Honey, Annabelle, SF Jeans, Bare

Denim, Bare Leisure and JM Sports etc. A typical Pantaloons store is spread across a

sprawling retail space of about 28,000 sq. ft., comprising a brand portfolio that runs

across a wide gamut of styles that spell class. The collection includes ready-to-wear

western and ethnic apparel for men, women and kids, complemented by an exhaustive

range of accessories. The women‘s section houses the private labels — Bare Denim,

Bare Leisure, Rig, Annabelle, Honey, and Ajile — in western wear, as well as the

choicest ethnic wear from RangManch, Trishaa and Akkriti. Popular brands like Lee

Cooper, Biba and W are also available. The private labels for men in western wear

include Lombard, Rig, Bare Denim, Bare Leisure and JM Sport apart from trendy

brands like Urbana, Scullers, John Miller, and Indigo Nation. Akkriti provides a wide

selection of ethnic wear. Kids can choose from private labels like Bare Denim, Bare

Leisure, Rig, or indulge in exclusive brands like Lee Cooper Juniors, Chalk exclusive,

Chirpy Pie & Bare in addition to international brands like Barbie and Disney. For the

ethnic look, they can opt for traditional wear from Akkriti. Pantaloons offer much

more than just apparel. Customers can shop from an assortment of watches from

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renowned international brands like Tommy Hilfiger, Esprit, Kenneth Cole, Citizen,

Timex, and Titan, among other brands. Trendy sunglasses from Polaroid, Guess,

Police, Scott, I Dee and Allen Solly are also available. The accessories and beauty

segments display an attractive collection of lady‘s handbags from Lavie, Caprese,

Fiorelli and Fastrack. Also available are products from colour cosmetic brands such as

Bourjois, Chambor, Deborah, Faces, Revlon, Maybelline, and Lakmé, as well as a

wide collection of exotic fragrances .

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 CHAPTER- 2
COMPANY PROFILE :

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2.1 FUTURE GROUP :
Pantaloons , previously controlled by the Future Group, is a division of Aditya Birla

Fashion and Retail Limited.

Future group is an Indian private conglomerate, headquartered in Mumbai . the

company is known for having a significant prominence in India retail and fashion

sectors, with popular supermarket chains like big bazaar and food bazaar, lifestyle

stores like brand factory, central etc.

On may 2012, future group announced 50.1% stake sale of its fashion chain

Pantaloons to Aditya Birla Group in order to reduce its debt of around INR 8000 cr.

To do so, Pantaloons fashion segment was demerged from Pantaloons retail India Ltd;

the latter was then merged to another subsidiary – future value retail Ltd – and

rechristened Future Retail Ltd.

A) Future :

The word which signifies optimism, growth, achievement, strength, beauty, rewards
and perfection. Future encourages us to explore areas yet unexplored, write rules yet
unwritten; create new opportunities and new successes. To strive for a glorious future
brings to us our strength, our ability to learn, unlearn and re-learn, our ability
to evolve. We, in Future Group, will not wait for the Future to unfold
itself but create future scenarios in the consumer space and facilitate
consumption because consumption is development. Thereby, we will effect socio-
economic development for our customers, employees, shareho lders,
associates and partners. Our customers will not just get what they need, but also get
them where, how and when they need. We will not just post satisfactory results, we
will write success stories Helping Future Group fulfill its mission is an opportunity to

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make a difference in a unique and powerful way. If our businesses, mission and work
ethos appeal to you, explore the career opportunities we have to offer in our Corporate
office. Stores Every day millions of customers turn to Future Group to realize their
dreams and aspirations to live a better quality of life every day. This means as a
Future Group associate your objective is to help customers through the value we offer
in our products, and the values we practice in our everyday work. Keeping millions of
customers happy takes exceptional service, knowledge and lots of work. At Future
Group, we provide the training and development opportunities to help you advance as
far as you want to go in your career. Sambandh program for suppliers Our Sambandh
program aims to foster an environment combining our strengths to create immense
value for our supplier partners and in turn, nurture mutual growth. Our suppliers are
key players who spot and capture consumer trends. We strongly believe that our
vision of serving every Indian consumer will be realized if we abide by our dictum of
―Valuing and Nurturing Relationships‖ with our partners and suppliers. If we succeed
in creating this troika of Future Group-Supplier- Consumer ,we will succeed in
serving every need of our customers.

B) Group Vision:

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

C) 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.

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 2.2 Aditya Birla Nuvo Limited :

Aditya Birla Nuvo is a US$4.5 billion conglomerate. Over the years, it has made

successful ventures into the sunrise sectors viz., Financial Services (Life Insurance,

Asset Management, NBFC, Private Equity, Broking, Wealth Management and general

insurance advisory), Telecom, Fashion & Lifestyle and IT-ITeS. Its manufacturing

businesses are leading players in the sectors in which they operate via Agri-business,

Carbon Black, Insulators, Rayon and Textiles.

Aditya Birla Nuvo is part of the Aditya Birla Group, a US$40 billion Indian

multinational. The Group operates in 36 countries across the globe, is anchored by an

extraordinary force of over 133,000 employees belonging to 42 nationalities and

derives more than 50 per cent of its revenue from its overseas operations. The Aditya

Birla Group is an Indian multinational conglomerate named after Aditya Vikram

Birla, headquartered in the Aditya Birla Centre in Worli, Mumbai, India. The Aditya

Birla Group is the world's largest producer of Viscose Staple Fiber industry. It

operates from India, Laos, Thailand, Malaysia and China. It owns the Birla Cellulose

brand. Apart from viscose staple fiber, the group also owns acrylic fiber businesses in

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Egypt and Thailand, viscose filament yarn businesses and spinning mills in India and

South East Asia. The group has pulp and plantation interests in Canada and Laos. It's

two companies i.e. Aditya Birla Nuvo Ltd. and Grasim Bhiwani Textiles Ltd. which is

a subsidiary of Grasim Industries are in textile business. The Group has topped the

Nielsen's Corporate Image Monitor 2012-13 and emerged as the Number 1 corporate,

the 'Best in Class' 50 per cent of the Aditya Birla Group's revenues flow from its

overseas operations. The Group operates in 36 countries – Australia, Austria,

Bangladesh, Brazil, Canada, China, Egypt, France, Germany, Hungary, India,

Indonesia, Italy, Ivory Coast, Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar,

Philippines, Poland, Russia, Singapore, South Africa, Spain, Sri Lanka, Sweden,

Switzerland, Tanzania, Thailand, Turkey, UAE, UK, USA, and Vietnam.

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2.3 PANTALOONS :

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The

first Pantaloons store was launched in Gariahat, Kolkata in 1997. As of November

2013, there are 76 Pantaloons stores in 44 cities.[1] Pantaloons was previously

controlled by the Future Group, but has now been taken over by Aditya Birla Nuvo

Limited (ABNL). According to the Brand Trust Report 2014, a study conducted by

Trust Research Advisory, Pantaloons featured among 100 most trusted brands in

India.[ Pantaloon has also got 63 prank on All India brand trust Ranking 2014.

Pantaloons Fashion & Retail, one of the top clothing brands in the world, is India's

fastest growing premium lifestyle company. With innovative designs, concepts and

products, the company brings the latest trends in fashion and clothing styles to the

apparel market.

Pantaloons Retail (India ) limited, is the India‘s leading retailer that operates

multiples retail formats in both the value and lifestyle segment of the India consumer

. marker. Headquartered in Mumbai , the company operates over 5 million square feet

of retail space , has over 350 stores across 40 cities in India and employs over 18000

people

The company‘s leading formats include pantaloons, a chain of fashion outlets,

pantaloons, a unique Indian hypermarket chain, food bazaar, supermarket chain ,

blend the look, touch and feel of Indian bazaar, with the aspects of modern retail like

choice , convenience and quality and central , a chain of seamless destination mall.

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Pantaloons stores have an abundance of choices across categories that range from

western to Indian wear, formal to party wear and active wear for men, women and

kids. To further add to the customer's innumerable choices that reflect style, attitude,

and comfort, Pantaloons has extended its horizons to fashion accessories like

fragrances, footwear, handbags, watches ,sunglasses and much more.

With a chain of 81 fashion stores across 40 cities and towns, Pantaloons is constantly

extending its foot-prints into the rest of modern India .Pantaloons which was

previously controlled by the Future Group has now been taken over by Aditya Birla

Nuvo Limited ['ABNL']. ABNL is a part of the prestigious Aditya Birla Group,

a $40 billion Indian multinational, operating in 36 countries across the globe with

over 136,000 employees. The company offers an incredible and complete one-stop

shopping experience to its buyers through its vast collection of more than 100

prestigious brands for the discerning fashion. The 81 aesthetically designed stores

spread across the country display a range of classy and trendy merchandise that truly

lives up to Pantaloons‘ maxim of ‗fresh fashion‘. A typical Pantaloons store is spread

across a sprawling retail space of about 28,000 sq. ft., comprising a brand portfolio

that runs across a wide gamut of styles that spell class. The collection includes ready-

to-wear western and ethnic apparel for men, women and kids, complemented by an

exhaustive range of accessories. The women‘s section houses the private labels —

Bare Denim, Bare Leisure, Rig, Annabelle, Honey, and Ajile — in western wear, as

well as the choicest ethnic wear from RangManch, Trishaa and Akkriti. Popular

brands like Lee Cooper, Biba and W are also available. The private labels for men in

western wear include Lombard, Rig, Bare Denim, Bare Leisure and JM Sport apart

from trendy brands like Urbana, Scullers, John Miller, and Indigo Nation. Akkriti

20
provides a wide selection of ethnic wear. Kids can choose from private labels like

Bare Denim, Bare Leisure, Rig, or indulge in exclusive brands like Lee Cooper

Juniors, Chalk exclusive, Chirpy Pie & Bare in addition to international brands like

Barbie and Disney. For the ethnic look, they can opt for traditional wear from Akkriti.

Pantaloons offer much more than just apparel. Customers can shop from an

assortment of watches from renowned international brands like Tommy Hilfiger,

Esprit, Kenneth Cole, Citizen, Timex, and Titan, among other brands.

Trendy sunglasses from Polaroid, Guess, Police, Scott, I Dee and Allen Solly are also

available. The accessories and beauty segments display an attractive collection of

lady‘s handbags from Lavie, Caprese, Fiorelli and Fastrack. Also available are

products from colour cosmetic brands such as Bourjois, Chambor, Deborah, Faces,

Revlon, Maybelline, and Lakmé, as well as a wide collection of exotic fragrances.

With its overwhelming repertoire of lifestyle apparel brands, Pantaloons is focused on

growth while continuing to create fresh fashion. Pantaloons is recognized by its warm

personalized service that completes the core proposition of this trendy chain.

The Aditya Birla Group ranks high in the League of Fortune 500 Corporations of the

world with a strong mix of talented and capable personnel comprising of 42 different

nationalities, who are credited with anchoring the organization and scripting one

brilliant success story after another.

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A) PANTALOONS RETAIL CHAIN :

Pantaloon Retail (India) Limited, is India‘s leading retailer that operates multiple
retail formats in both the value and lifestyle segment of the Indian consumer market.
Headquartered in Mumbai (Bombay), the company operates over 16 million square
feet of retail space, has over 1000 stores across 73 cities in India and employs over
30,000 people. The company PRIL‘S leading formats include Pantaloons, a chain of
fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a
supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of
modern retail like choice, convenience and quality and Central, a chain of seamless
destination malls. Some of its other formats include Brand Factory, Blue Sky, aLL,
Top 10 and Star and Sitara. Future Value Retail Limited is a wholly owned subsidiary
of Pantaloon Retail (India) Limited. This entity has been created keeping in mind the
growth and the current size of the company‘s value retail business, led by its format
divisions, Big Bazaar and Food Bazaar.

a) MISSION:

“ Nothing but the best”

To strive & achieve nothing but the but in terms of processes, practice an deliverables.

b) VISION :

Our vision of the Aditya birla group shall deliver everything , everywhere or every

Indian coustomer in the more ,profitale angale .

22
B) VALUE :

The following value help pantaloons in achieving its mission & vision:

1. The obligation to dissent (against a viewpoint that is not acceptable) .

2. We shall have an environment conductive to openness.

3. We shall believe in innovation .

4. We shall have an environment conductive to development .

5. We shall have the willingness to apologize and /or forgive .

6. We shall be fair in our responsibilities.

23
 Store PANTALOONS

Type Public

Industry Retail

Founded 1997

Headquarter
Mumbai, Maharashtra, India
s

Number of 86
locations

Area served India

Pranab Barua (Managing

Key people Director).
Shital Mehta (CEO).
S. Visvanathan (CFO).

24
 Suraj Bahirwani (COO)

Products Department Stores

1285 crore (US$190 million)

Revenue
(FY 12 - 13)

Number of
5300
employees

Parent Aditya Birla Group

Website pantaloons.com

25
2.4 Company Hierarchy :

26
2.5 FACTORS AFFECTING PANTALOONS :

CONTROLLABLE & UNCONTROLLABLE FACTORS :

Controllable and uncontrollable factors are those which are directly or indirectly

affect the retail outlet. The difference between these factors is that one can be

controlled by the retailer and another cannot be controlled. The variables which are

controllable cab be change according to the retailer but if we talk about uncontrollable

factors then the retailer have to change him/her accordingly to those factors. There are

various controllable and incontrollable factors. When we ask about these factors to the

employee of pantaloons he told me the important things:

FACTORS WHICH AFFECTS

THE COMPANY

CONTROLLAB UNCONTROLLA
LE BLE

PRICING GOVERNMENT
POLICIES
STORE
SEASONS
LOCATION
INFLATON
MANAGING A
RATE
BUSINESS
TECHNOLOGY
WORKSHOP 27
A) CONTROLLABLE FACTORS :

a) Pricing :

He told me that setting price of the product is in company‘s hand . this is our decision

that how much profit we want to make by selling our products. Sometimes we have to

set our price according to the competition.

b) Store location :

Selecting the location for the store is in the hands of retailer before selecting the

location they check many factors like walking traffic, competitor, parking,

infrastructures, etc. they also have to decide that they want to buy the site or they will

take it on rent. So after deciding all these things they reach to the final decision.

c) Managing a business / workshop :

He told that managing the workforce means a lot to them, because they have to decide

that what type of people they of training our employee need, and what will be the

salary of our employee. All these things can be controlled by the retailer.

B) UNCONTROLLABLE FACTORS :

a) Government policies: Government policies or legal restriction cannot be

controlled and the big example of this is ―scaling of illegal shops‖. The taxes and

duties which retailers have to pay to the government.

28
b) Seasons:

He told that natural climates cannot be controlled and they have to go according to

that like in winters they have to change their theme and product also. He also added

that sometimes season plays a negative role like in rainy season their sales goes down

and for this they have to make several offers to attract customers. So these things

cannot be controlled and they can only launch new marketing strategies to attract the

customers.

c) Inflation rate :

We all know that now inflation rate is more that 12% so it creating more problem for

them because due to this people are getting more aware of saving money and due to

which our sales is also affected. If we analyzed the global market then we will see that

every sector is going down except one or two. And retailer sectors is also not doing

well these days. Against this we cant do anything, we can only wait.

d) Technology :

Day by day the technology is upgrading and the problem is that the new competitor

comes with new technology because of which they have to upgrade their technology

which result more expenditures, which is not good for business .

29
2.6 PAYBACK CARD :

The Pantaloons Payback Green card, which is a unique loyalty program, has been

designed exclusively for Pantaloons' customers to enhance customer experience.

Presently offered to over 4 million members, the program entitles members to

discounts in terms of points and special privileges at all Pantaloons stores.

The card has four tiers depending on the year's shopping. As a customer shops, the

card upgrades with increasing privileges and discounts in form of Points.

The benefits covered under Green card include discounts, Payback points,

complimentary home drop of altered garments, relaxed exchange policy, exclusive

sale preview, exclusive billing counters and assisted shopping among others.

30
2.7 COMPETITION:

A) Shoppers Stop :

Shoppers Stop is an Indian department store chain, owned by the K Raheja Corp

Group. There are 83 stores across 38 cities in India, with clothing, accessories,

handbags, shoes, jewellery, fragrances, cosmetics, health and beauty products, home

furnishing and decor products .

B) Vishal Mega mart :

Vishal Mega Mart is India's leading Fashion hypermarket with 170 stores spread across

110 cities and Vishal Mega Mart Stores provide shoppers with wide range of fashion

clothing for all age groups, Home and Grocery products at unbelievable prices. Vishal

Mega Mart stores offers thousands of high quality products with an impressive shopping

experience and customer-friendly service - all under one roof. Shoppers can choose from

an amazing collection of latest fashion wear for Men, Women and Kids. Be it Formals,

Casuals, Ethnic, Party wear, Sportswear or Seasonal Wear, Vishal Mega Mart has it

all. Also they offer a wide range of fashion footwear accessories.

C) Online Market :

An online marketplace is a type of e-commerce site where product or service

information is provided by multiple third parties, whereas transactions are processed

31
by the marketplace operator. Online marketplaces are the primary type of

multichannel ecommerce and can be a way to streamline the production process.

D) Big Bazar :

Big Bazaar is an Indian retail chain of hypermarkets, discount department stores, and

grocery stores. The retail chain was founded by Kishore biyan i under his parent

organization Future Group, which is known for having a significant prominence in

Indian retail and fashion sectors.

E) Centrals :

Centrals is an Indian department store chain operated by Future Lifestyle Fashion

of Future Group. It competes with other department store chains such as Lifestyle .

Central operated over 30 outlets in cities in India and planned to add more stores in

future.

F) Westside :

The Westside format offers a predominantly exclusive brands model across women‘s
wear, menswear, kids‘ wear, footwear, lingerie, cosmetics, perfumes and handbags,
household furniture and accessories. Well designed interiors and prime locations
enhance the customer‘s shopping experience.
Trent ventured into the hypermarket business in 2004 with Star Bazaar, providing an
assortment of products made available at the lowest prices, aptly exemplifying its
‗Helping you spend less‘ motto. This store offers customers an array of products that
include staple foods, beverages, health & beauty products, consumer electronics and
household items at the most affordable prices.

32
2.8 SWOT ANALYSIS :

A) STRENGTH :

a): Pioneer in the industry, largest market share and capitalization.

b): Reputation for value for money (competitive pricing) convenience and a

wide range of products all in the store .

c): Being financially strong help Pantaloons retail India deal with any problem, ride

any dip in profit and out perform their rivals .

d): Development and innovation are high at pantaloon India with regards to it product

and consumer preferences and lifestyle changes which keep its ahead of its

competitors.

f): Pantaloons is a popular brand a high presence across India .

g): Pantaloons offers a wide range of cloths for men, women, and children.‘

h): Pantaloons have good reputation in the market for value of money and have wide

range of products available all in one store.

i): Pantaloons Fashion Retail Ltd is financially sound and can deal with any kind of

problem and can give competition to the rivals.

33
.

B) WEAKNESS :

a): Pantaloons do not function internationally, which has an effect on success, as

they do not reach consumers on overseas markets .

b): Since Pantaloons retail India ltd sell product across many sectors, its may not

have the flexibility of some of its more focused competitors.

c): Lack of providing standard carry bags .

d): Pantaloons do not function internationally, which has an effect on success, as

they do not reach consumers in overseas markets.

e): Since Pantaloons Retail India Ltd. Sell products across many sectors, it may not

have the flexibility of some of its more focused competitors.

f): Each business line faces competition from specialty companies. Fashion segment,

Shoppers Stop, Trent, Lifestyle .

d): Pantaloon does not contain wide varieties of products as compared to other stores.

34
C) OPPORTUNITIES:

a): Opportunities exist for PRIL to continue with its currents strategy of large, super

centers.

b): Population of country is growing where the scope of the market is kept on

increasing for retail store.

c): Organized retail les penetrated in India a so its act great opportunities to the

organization for its growth.

d): Population of country is growing where the scope of market is kept on increasing

for retail store.

C) THREATS :

a): Being number one means that you are that target of competition. ( Extra

competition and new competitors entering the market could unsteady Pantaloons

retail India ).

b): A slow economy or financial slowdown could have a major impact on

Pantaloons retail India business and profits.

c): . Unorganized retail also appears to be a threat to Pantaloons . A large population

still prefers to visit local convenient stores for daily purchases.

d): Changing Government policies.

35
2.9) STATEMENT ABOUT THE PANTALOON PROBLEMS :

Pantaloon store is an emerging retail store. But common people have a lot of

confusion to select the brand or local retail store. This study aims at measurement of

consumer behavior and their satisfaction on the basis of promotion and customer care

service. It helps the store to overcome the threats of customer and to know customer

closely.

As retail is a growth in India with a rate of about 13% and very recently. Foreign

direct investment is also allowed in both single and multi brand retailing to boost the

growth further. This will lead to more number of competitors in the market.

Therefore, an effort will be made with this study to understand customer‘s perception

and their satisfaction towards the service provided but the pantaloons to its customers.

The study also focuses on assessing the brand awareness in the mind of its customers

and to identify the shopping experience and level of satisfaction.

36
 CHAPTER- 3

RESEARCH METHODOLOGY :

37
3.1 Meaning of Research :

Research Methodology is considered as the nerve of the project. Without as proper

well organized research plan it is impossible to complete the project and reach to any

conclusion the project was based on the survey plan. The main objective of the survey

was to collect appropriate data which work as a base for drawing conclusion and

getting result.

Therefore research methodology is away to systematically solve the research problem

. Research methodology not only talks of the methods but also logic behind the

method use in the contest of a research study and it explains why a particular method

has been used in the preference of the other methods.

3.2 OBJECTIVES OF RESEARCH :

The objective of research is to discover answers to questions by applying scientific

Procedures. In the other words, the main aim of research is to find out truth which is
hidden and has not yet been discovered. Although every research study has its own
specific objectives, research objectives may be broadly grouped as follows:-

A): Provide first class facility to our customers.

B): Highest standards of security.
C): Knowledge of customers Perception.
D): Best quality and services in dealing the solution.
E): To increase the sales in market.

38
3.3 Research design :

It is important primarily because of the increased complexity in the market as well as

marketing approaches available to the researchers. In fact it is the key to the evolution

of successful marketing strategies and programmers.

It is an important tool to study buyers behavior, consumption pattern, brand loyalty,

and focus market changes. A research design specifies the methods and procedures

for conduction a particular study. According to Karlinger, ―Research design is a plan,

conceptual structure, and strategy of investigation conceive as to obtain answers to

research questions and to control variance.

3.4 TYPES OF RESEARCH DESIGN :

A) Exploratory research: Exploratory research formulate is the other term

used for exploratory research the important objective of such studies is for
problem formulation with more precision for research and developing research
hypothesis to get the result for operation.

B) Descriptive and diagnostic research: Descriptive and diagnostic study

studies describing the individuality of particular individual or group are called
descriptive research whereas the research studies defining the occurrence of
any happening with others are called diagnostic research.

C) Hypothesis testing and research design: Hypothesis testing research

studies are the studies where hypothesis is tested to define the causal
relationship between variables in operation.

39
3.5 DATA COLLECTION METHOD :

In order to expose the necessary information regarding the project an intensive

research was done. Quantitative and Qualitative Data collection methods. The

Quantitative data collection methods rely on random sampling and structured data

collection instruments that fit diverse experiences into predetermined response

categories. They produce results that are easy to summarize, compare, and generalize.

The method of data collection includes two type of study, such as primary data and

secondary data.

A) PRIMARY DATA :

Primary data is received from first hand sources such as: direct observation, interview,

survey, and questionnaire etc. On the other hand, secondary data is received from

secondary sources such as: printed material and published material etc. Here, we will

only discuss the primary sources of data collection.

Such data are mainly concern with the first hand information. It consist of preparing

or by taking interview. There was specific questionnaire prepared and brief

discussion where under taken with the personal accepts.

40
 i ) Methods of primary data collection :

a) Observation Method:
This is a method of primary data collection in which researchers collect data based on
their personal observation. For-example if a researcher wants to collect data about the
employee‘s job satisfaction in any organization. For this purpose researcher will
interact with employees to observe their behaviour in order to assess their job
satisfaction. Take another example, suppose in case of textile industry, investigator
wants to identify job satisfaction of machine operators and different workers; he/she
would select the respondents through random sampling.

b) Personal Interview:
This is a method of primary data collection in which questionnaire is used as a data
collection tool. Several interviewers are sent to the respondents with interview
questionnaire under the guidance of research in defined interview environment. It is
described in terms of time, place and numerous other factors which have influence
over interviewees. Personal interviews are categorized into self-administered
questionnaires; door-to-door interview, mall intercept surveys, executive interview
and purchase intercept technique.

c) Telephone Interview Schedule:

This is one of the most significant primary data collection methods. The significant
features of the telephone interview are: selecting telephone numbers, call timing, call
outcomes and call report. Telephone interview is known as dominant and cost-
effective method because of the following reasons:

1): Higher chance to reach the respondents at any place (geography).

2): Saving travel time and cost.

3): Low overall interview conducting time of sample as compared to other methods.

4): Higher chances of random selection of units among the population having
telephone connections.

41
d) Mail Survey :
Mail survey is a primary data collection method in which questionnaire is used as a data
collection tool. In mail survey, researchers mail questionnaires to the respondents. The
respondents then fill the questionnaire and return at their convenience. Some of the
important advantages of using mail survey for data collection are given below:

a): Less time and cost of data collection.

b): Greater population coverage.

c): Absence of the interview‘s bias.

Reaching out to the customer was difficult in the study. In this study, I have used
telephonic schedule interview, personal interview and mail survey to collect the data
or information required to conduct the study. Many customers are happy with
telephonic schedule interview as they allotted some valuable time of theirs to answer
all my questions.

ii ) Tools used for data collection :

To make a research, various surveys are conducted. They are as follows:

The various data collected are from primary and secondary source through the

questionnaires: books, journals, old reports and annual report were used. Personal

interview was really helpful to understand the emotions and expectation of the

customer of the company. Both telephonic interview and personal interview were

helpful for me to collect the data and information.

B) Secondary data:

This data is mainly collected from different type of sources such as official doc.

Magazine, pictorials, books, report, and so on. During my project, I have mainly

utilized the letter kind of data. Like secondary data of my research. I have referred to

42
the official site of Birla Group (Website of company and many more) Moreover I

have applied both qualitative and quantitative sort off studies as research

methodology for this project .

i) DATA COLLECTION THROUGH INTERNAL SOURCES :

a): Sales report

b): Financial statement

c): Through news and media report.

d): Customer details, like name, age, contact details, etc.

e): Company information.

f): Reports and feedback from a dealer, retailer, and distributor.
g): Management information system.

ii ) DATA COLLECTION THROUGH EXTERNAL SOURCES:

a): Government censuses, like the population census, agriculture census, etc.
b): Information from other government departments, like social security, tax records,
etc.

c): Business journals

d): Social Books
e): Business magazines
f): Libraries
g): Internet, where wide knowledge about different areas is easily available.
.

43
C ) Sampling:-

i) MEANING:

Sampling is a process used in statistical analysis in which a predetermined number of

observations are taken from a larger population. The methodology used to sample
from a larger population depends on the type of analysis being performed but may
include simple random sampling or systematic sampling.

ii) TECHNIQUES OF SAMPLING :

a) PROBABILITY SAMPLING:
Probability sampling means that every item in the population has an equal
chance of being included in sample. One way to undertake random sampling
would be if researcher was to construct a sampling frame first and then used a
random number generation computer program to pick a sample from the sampling
frame. Probability or random sampling has the greatest freedom from bias but may
represent the most costly sample in terms of time and energy for a given level of
sampling error .

b) RANDOM SAMPLING :
The simple random sample means that every case of the population has an
equal probability of inclusion in sample.

Disadvantages :

1): A complete frame ( a list of all units in the whole population) is needed.

2): In some studies, such as surveys by personal interviews, the costs of obtaining
the sample can be high.

3): The standard errors of estimators can be high.

44
c) CLUSTER SAMPLING:
Cluster sampling is where the whole population is divided into clusters or
groups. Subsequently, a random sample is taken from these clusters, all of which are
used in the final sample . Cluster sampling is advantageous for those researchers
whose subjects are fragmented over large geographical areas as it saves time and
money.

d) NON-PROBABILITY SAMPLING:
Non probability sampling is often associated with case study research design and
qualitative research. With regards to the latter, case studies tend to focus on small
samples and are intended to examine a real life phenomenon, not to make
statistical inferences in relation to the wider population . A sample of
participants or cases does not need to be representative, or random, but a clear
rationale is needed for the inclusion of some cases or individuals rather than others.

45
iii) SAMPLING USED IN PANTALOONS :

Sampling technique ::: No probability sampling

Sample unit ::: Employees, Managers.

Sample size ::: 60 respondents (age between 18-50 yrs).

Method ::: Direct survey through questionnaire.

Data analysis ::: Pie chart , Bar graph.

Area of survey ::: Raipur [C.G.]

46
3.6 Research Objective:

A) Primary Objective

a): To identify the performance of store operation .

b): To understand the buying behavior at pantaloons .

c): To analysis how the companies competing in a related product/market.

B) Secondary Objectives:

a): To understand the marketing analysis provides a wealth of information on the

competition weakness to exploit.

b): To find the reason of dissatisfaction.

c): To find out which means of communication play a vital role in persuade

customer.

47
3.7 SCOPE OF THE STUDY :

The following are the scope of the project:

A): To study the marketing strategies of the store.

B): To analyze the consumer behavior.

C): To find out the consumer‘s satisfaction.

D): To help in understanding the alternative promotional ways.

E): To know about the strategic decision.

3.8 LIMITATION OF STUDY:

A): Questionnaires were filled in evenings, when most of the people are in hurry
and they might not have responded truly to all the questions.

B): Our research is limited to only one store of Pantaloons at Bhubaneswar and
sample.

C): Size is of 100 responded so errors may crop in while generalizing the results.

D): Those who came out of Pantaloons after shopping were chosen for getting the
questionnaires filled but they held bulky polyethylene bags due to which they found it
difficult to stand for long and answer the questions.

E): We have given two topics we have in store-promotional activity & visual
merchandising. We have given importance to the visual merchandising.

F): The information obtained or the collection of data is limited.

48
 CHAPTER- 4

DATA ANALYSIS & INTERPRETATION :

49
4.1 QUESTIONNAIRE

A): How do you come to know about pantaloons?

(a) Television (b) Hoardings

(c) Print media (d) Social media

S.No Particular No. of Respondent Percentage

1 Television 40 40%
2 Hoardings 18 18%
3 Print media 22 22%
4 Social media 20 20%

70

60

50

40
30
20
10
0

1
2
3
4

INTREPRETATION:

Among the total surveyed 40% consumers know about pantaloons by the means of
the television , 18% consumer knows by the means of hoarding , 22% by print
media and rest 20 % by the means of vast social media.

50
B): How frequently you visit pantaloons store?

(a) Every week (b) Every months

(c) once in two months (d) Every months

S.No Particular No. of Respondent Percentage

1 Every week 30 30%
2 Every months 20 20%
3 once in two months 33 33%
4 Every months 17 17%

1st
2nd
3rd
4th

INTERPRETATION:
Among the total surveyed 30% consumers visit pantaloons every week , 20% visit
once in two months and rest visit every month. So sale of pantaloons is good.

51
C): What are the reasons behind not buying clothes of pantaloons ?

(a) Non- availability of brands (b) High prices

(c) Others

S.No Particular No. of Respondent Percentage

1 Non- availability of 51 50%
brands
2 High prices 25 25%
3 Others 24 25%

50

40

30

20 Sales

10

1st
2nd
3rd

INTERPRETATION:
Among the total surveyed 50% consumers not buy clothes from pantaloon due to
non –availbility of brands , 25 % due to high prices of products and rest 25% are
due to another reasons.

52
D): How effective was the exchanges off and loyalty programs in our show
room?

(a) Excellent (b) Good

(c) Neutral (d) Bad

S.No Particular No. of Respondent Percentage

1 Excellent 38 38%
2 Good 33 33%
3 Neutral 20 20%
4 Bad 7 7%

Sales
1 2 3 4

7%

20% 39%

34%

INTREPRETATION:
Among the total surveyed 38% consumers think the exchanges and loyaltiy
program of our store is excellent which means very effective , 35% consumer thinks
it is netural , 20% it is good and rest 7% thinks it is not effective .

53
E): Have you like our social media page for recent updates?

(a) Yes (b) No (c) Never

S.No Particular No. of Respondent Percentage

1 Yes 50 50%
2 No 30 30%
3 Never 20 20%

60

50

40

30

20

10

0
1 2 3

INTERPRETATION:

Among the total surveyed 50% consumers like page for recent updates in our
social media and 30% not like the page and rest 20 % never open the page of our
social media for recent updates.

54
F): How satisfied are you with our discounts policy?

(a) Highly satisfied (b) Satisfied

(c) Natural (d) Dissatisfied

S.No Particular No. of Respondent Percentage

1 Highly satisfied 45 55%
2 Satisfied 20 20%
3 Natural 20 20%
4 Dissatisfied 5 5%

60

50

40

30

Sales
20

10

0
1
2
3
4

INTERPRETATION:
Among the total surveyed 45% consumers are highly satisfied from our discount
policy , 20% consumers are normally satisfied from our policy , 20 % consumers
are netural and rest 5 % are dissatisfied by discount policy offer by our company.

55
G): What according to you is the best product selling point of pantaloons?

(a) Lower Price (b) Quality

(c) Wide Range (d) All

S.No Particular No. of Respondent Percentage

1 Lower Price 30 30%
2 Quality 20 20%
3 Wide Range 20 20%
4 All 30 30%

1
2
3
4

INTREPRETATION:

Among the total surveyed 30 % consumers thinks that lower price of the product is
best selling point of pantaloons , 20% thinks that good quality of the product is best
selling point of pantaloons , 33 % thinks that wide range of the product is best selling
point of pantaloons and rest 17 % think that all the options mentioned above are the
best selling point of pantaloons .

56
H): What is the best medium for the advertisement according to your point of
view?

(a) Local news paper (b) Radio

(c) Hoardings (d) Campaigns

(e) Internet

S.No Particular No. of Respondent Percentage

1 Local news paper 1 01%
2 Radio 21 21%
3 Hoardings 11 11%
4 Campaigns 35 35%
5 Internet 32 32%

1
2
3
4
5

INTREPRETATION:
Among the total surveyed 01% consumers thinks that best medium for
advertisement is local newspaper , 21% consumers thinks that best medium for
advertisement is radio , 11 consumers thinks that best medium for advertisement
hoardings , 35% consumers thinks that best medium for advertisement is campaigns
and rest 32 % consumers thinks that best medium for advertisement is local
newspaper .

57
I): What is your satisfaction level with pantaloons?

(a) Excellent (b) Good

(c) satisfactory (d) Average

S.No Particular No. of Respondent Percentage

1 Excellent 55 55%
2 Good 10 10%
3 Satisfactory 20 20%
4 Average 15 15%

60

50

40
30
20 Sales
10
0

1
2
3
4

INTREPRETATION:

Among the total surveyed 55% consumers thinks that their satisfaction level with
pantaloon is excellent , 10 % consumers thinks that their satisfaction level with
pantaloon is good , 20% consumers thinks that their satisfaction level with pantaloon
is satisfactory , and rest 15% consumers thinks that their satisfaction level with
pantaloon is average.

58
,

J): Where does pantaloon Retails (India) Limited sell their products?

(a) In a Business Premise (b) Online

(c) Through agents (d) Through Business sources

S.No Particular No. of Respondent Percentage

1 In a Business Premise 70 70%
2 Online 7 7%
3 Through agents 3 3%
4 Through Business 20 20%
sources

1
2
3
4

INTREPRETATION:
Among the total surveyed 70% consumers thinks that pantaloons retail sell their
products in the business premise , 7% consumers thinks that pantaloons retail sell
their products online , 3% consumers thinks that pantaloons retail sell their products
through agents , and rest 20% consumers thinks that pantaloons retail sell their
products through business sources.

59
K): Are you satisfied with the fabric pantaloons Retails (India) Limited uses in
their products?

(a) Yes (b) No

S.No Particular No. of Respondent Percentage

1 Yes 80 80%
2 No 20 20%

1
2

INTREPRETATION:
Among the total surveyed 80% consumers are satisfied with the fabric used in
products by pantaloons , and rest 20% consumers are not satisfied with the fabric
used in products by pantaloons.

60
L): What according to you can be the other modes of marketing that can be used
by pantaloons Retails (India) Limited ?

(a) Direct Mail (b) Social media advertisement

(c) Brand Marketing (d) Mobile web marketing

S.No Particular No. of Respondent Percentage

1 Direct Mail 20 20%
2 Social media 40 40%
advertisement
3 Brand Marketing 30 30%
4 Mobile web 10 10%
marketing

1
2
3
4

INTREPRETATION:
Among the total surveyed 20% consumers thinks that direct mail is an other mode
that can be used by pantaloons , 40% consumers thinks that social media
advertisement is an other mode that can be used by pantaloons , 30% consumers
thinks that brand marketing is an other mode that can be used by pantaloons ,and rest
20% consumers thinks that mobile web marketing is an other mode that can be use
by pantaloons .

61
M): Are you happy with over all services provided by pantaloons?

(a) Yes (b) No.

S.No Particular No. of Respondent Percentage

1 Yes 95 95%
2 No. 5 5%

1
2

INTREPRETATION:
Among the total surveyed 95% consumers are happy with all the services provided
by pantaloons , and rest 5% consumers are not happy with all the services provided
by pantaloons .

62
N): How do you rate the ambience of pantaloons?

(a) Excellent (b) Good

(c) Neutral (d) Bad

S.No Particular No. of Respondent Percentage

1 Excellent 40 40%
2 Good 26 26%
3 Neutral 29 29%
4 Bad 5 5%

40

35

30

25

20
. 15 Sales
10
5
0
1
2
3
4

INTERPRETATION:

Among the total surveyed 40% consumers rated the ambience as excellent , 25%

consumers rated the ambience as good , 30% consumers rated the ambience as

netural , 40% consumers rated the ambience as bad .

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CHAPTER-5

FINDINGS:

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 5.1 Observations:

A): Store is performing well in attracting customers .

B): People usually use the store once in a week.

C): The main dissatisfaction for the customers is the paid carry bags .

D): Discount and offers are doing well in the store .

E): The promotional activity like lucky draw, free gift etc really attract the

customers in the store.

F): They have different variety of product .

5.2 FINDINGS :

A): Inside store employee interaction is very less with the customer.

B): Location of pantaloon is outstanding

C): The store has sufficient space for shopping.

D): Most of the customers belong to high society and middle class.

E): Cleanliness and hygiene maintain in the store superb .

F): Pantaloons provide value added services like alteration, gift wrapping etc

is up to the mark.

H): Best loyalty program in India like payback and green card option.

I): Customers are really attract of monsoon offer .

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CHAPTER- 6

CONCLUSION:

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 6.1 Conclusion :

From this study it concludes that the customer who are buying from pantaloons they
like the effective visual merchandise & promotional strategy. It makes them buy from
pantaloons. Pantaloons are the one of the best retail in India. It fulfills the demands in
accordance of customer. Pantaloon has the best visual merchandising & promotional
strategy. The report shows that visual merchandising plays a significant role in
apparel purchase decision of the customer. Customer‘s expectations changes
periodically and retailers must realize the significance of these expectations and offer
them a congenial environment to attract and retain the customers. Apparel retailers
must consider various factors like store design, layout, store front, display themes,
lighting, music, etc. while making visual presentation .Today, many retailers follow
visual merchandising culture in their store to maintain good brand image – using
effective graphics and visual arts with the aim to increase per square foot traffic to the
store and boost sales .But, there are both positive as well as negative ways in which
your visual merchandising affects your in-store46 sales. Hence, as a retailer you need
to choose the correct type of store layout to increase sales per square foot .Pantaloons
retail store has taken special care for visual merchandising marketing program and the
store team collects customer suggestions on regular occasion‘s to arrange necessary
visual displays for better purchase decision. I had gained a great experience by
working with pantaloons. This internship not only taught me about marketing but also
about the retail management. Visual merchandising & promotional strategy had the
best impact on customer buying behavior.

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CHAPTER- 7

SUGGESTIONS :

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7.1 SUGGESTIONS:

A): Quick services for logistics for customers.

B): There should be more billing counters on offer and discount days as

customers have to stand in a queue.

C): The gift wrapping paper is low quality paper should be standardize

according to the business.

D): Proper signage should be there so that customers can locate the

Product easily.

E): Value added services have to be improved so that most of the costumers

will avail those services .

F): Offer and discount should be there so that customers can buy more

products.

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7.2 BIBLIOGRAPHY:

A): http://www.thehindubusinessline.com/companies/aditya-birla-novo-to-take-
control-of-pantaloons-apparel-business/article3370466.ece

B): https://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retail#cite_note-5

C): http://articles.economictimes.indiatimes.com/

D): http://www.adityabirla.com/

E): www.google.com

F): www.pantaloons.com

G): www.pantaloons.com/images/reports/3.pdf.

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 ANNEXURE :

A Study on impact of sale person in Customer in buying behavior/Sales promotion.

QUESTIONNAIRE :

Personal Information

Name:-

Age: -

(a) 18 (b) 20-40 (c) above 40

Occupation:-

(a) Business (b) Employed (c) Professional (d) others

1. How do you come to know about pantaloons?

(a) Television (b) Hoardings

(c) Print media (d) Social media

2. How frequently you visit pantaloons store?

(a) Every week (b) Every months

c) once in two months (d) Every months

3. What are the reasons behind not buying clothes of pantaloons ?

(a) Non- availability of brands (b) High prices

(c) Others

4. How effective was the exchanges off and loyalty programs in our show room?

(a) Excellent (b) Good

(c) Neutral (d) Bad

5. Have you like our social media page for recent updates?

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 (a) Yes (b) No (c) Never

6. How satisfied are you with our discounts policy?

(a) Highly satisfied (b) Satisfied

(c) Natural (d) Dissatisfied

7. What according to you is the best product selling point of pantaloons?

(a) Lower Price (b) Quality

(c) Wide Range (d) All

8. What is the best medium for the advertisement according to your point of
view?

(a) Local news paper (b) Radio

(c) Hoardings (d) Campaigns

(e) Internet

9. What is your satisfaction level with pantaloons?

(a) Excellent (b) Good

(c) Satisfactory (d) Average

10. Where does pantaloon Retails (India) Limited sell their products?

(a) In a Business Premise (b) Online

(c) Through agents (d) Through Business sources

11.Are you satisfied with the fabric pantaloons Retails (India) Limited uses in
their products?

(a) Yes (b) No

12. What according to you can be the other modes of marketing that can be used
by pantaloons Retails (India) Limited ?

(a) Direct Mail (b) Social media advertisement

(c) Brand Marketing (d) Mobile web marketing

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13. Are you happy with over all services provided by pantaloons?

(a) Yes (b) No.

14. How do you rate the ambience of pantaloons?

(a) Excellent (b) Good

(c) Neutral (d) Bad

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