Sanjeet
Sanjeet
Sanjeet
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 .
Ex. Fruity company used alia bhatt and varun dhawan in their add for a long time
now .
Ex.O2 does a good job or rewarding customer loyalty. It frequently hands over
multiple perks to all their customers, both new and old.
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.
c) Text messages.
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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.
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. •
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.
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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].
b): Competition.
f): Advertisement.
g): Demo .
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h): Exchange offer
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:
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.
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.
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 .
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.
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:
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
Fiorelli and Fastrack. Also available are products from colour cosmetic brands such as
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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
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
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
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,
Aditya Birla Nuvo is part of the Aditya Birla Group, a US$40 billion Indian
derives more than 50 per cent of its revenue from its overseas operations. The Aditya
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
Indonesia, Italy, Ivory Coast, Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar,
Philippines, Poland, Russia, Singapore, South Africa, Spain, Sri Lanka, Sweden,
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2.3 PANTALOONS :
Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The
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
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
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
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
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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
Esprit, Kenneth Cole, Citizen, Timex, and Titan, among other brands.
Trendy sunglasses from Polaroid, Guess, Police, Scott, I Dee and Allen Solly are also
lady‘s handbags from Lavie, Caprese, Fiorelli and Fastrack. Also available are
products from colour cosmetic brands such as Bourjois, Chambor, Deborah, Faces,
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
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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:
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
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B) VALUE :
The following value help pantaloons in achieving its mission & vision:
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Store PANTALOONS
Type Public
Industry Retail
Founded 1997
Headquarter
Mumbai, Maharashtra, India
s
Number of 86
locations
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Suraj Bahirwani (COO)
Number of
5300
employees
Website pantaloons.com
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2.4 Company Hierarchy :
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2.5 FACTORS AFFECTING PANTALOONS :
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
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
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.
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 :
controlled and the big example of this is ―scaling of illegal shops‖. The taxes and
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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
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2.6 PAYBACK CARD :
The Pantaloons Payback Green card, which is a unique loyalty program, has been
The card has four tiers depending on the year's shopping. As a customer shops, the
The benefits covered under Green card include discounts, Payback points,
sale preview, exclusive billing counters and assisted shopping among others.
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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
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
C) Online Market :
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by the marketplace operator. Online marketplaces are the primary type of
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
E) Centrals :
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.
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2.8 SWOT ANALYSIS :
A) STRENGTH :
b): Reputation for value for money (competitive pricing) convenience and a
c): Being financially strong help Pantaloons retail India deal with any problem, ride
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.
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
i): Pantaloons Fashion Retail Ltd is financially sound and can deal with any kind of
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.
B) WEAKNESS :
b): Since Pantaloons retail India ltd sell product across many sectors, its may not
e): Since Pantaloons Retail India Ltd. Sell products across many sectors, it may not
f): Each business line faces competition from specialty companies. Fashion segment,
d): Pantaloon does not contain wide varieties of products as compared to other stores.
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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
c): Organized retail les penetrated in India a so its act great opportunities to the
d): Population of country is growing where the scope of market is kept on increasing
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 ).
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
36
CHAPTER- 3
RESEARCH METHODOLOGY :
37
3.1 Meaning of Research :
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.
. 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
38
3.3 Research design :
marketing approaches available to the researchers. In fact it is the key to the evolution
and focus market changes. A research design specifies the methods and procedures
39
3.5 DATA COLLECTION METHOD :
research was done. Quantitative and Qualitative Data collection methods. The
Quantitative data collection methods rely on random sampling and structured data
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
Such data are mainly concern with the first hand information. It consist of preparing
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.
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:
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:
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.
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
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
a): Government censuses, like the population census, agriculture census, etc.
b): Information from other government departments, like social security, tax records,
etc.
43
C ) Sampling:-
i) MEANING:
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.
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 :
46
3.6 Research Objective:
A) Primary Objective
B) Secondary Objectives:
c): To find out which means of communication play a vital role in persuade
customer.
47
3.7 SCOPE OF THE 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.
48
CHAPTER- 4
49
4.1 QUESTIONNAIRE
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?
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 ?
(c) Others
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?
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?
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?
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?
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?
(e) Internet
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?
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?
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?
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 ?
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?
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?
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
63
CHAPTER-5
FINDINGS:
64
5.1 Observations:
C): The main dissatisfaction for the customers is the paid carry bags .
E): The promotional activity like lucky draw, free gift etc really attract the
5.2 FINDINGS :
A): Inside store employee interaction is very less with the customer.
D): Most of the customers belong to high society and middle class.
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.
65
CHAPTER- 6
CONCLUSION:
66
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.
67
CHAPTER- 7
SUGGESTIONS :
68
7.1 SUGGESTIONS:
B): There should be more billing counters on offer and discount days as
C): The gift wrapping paper is low quality paper should be standardize
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
F): Offer and discount should be there so that customers can buy more
products.
69
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 :
QUESTIONNAIRE :
Personal Information
Name:-
Age: -
Occupation:-
4. How effective was the exchanges off and loyalty programs in our show room?
5. Have you like our social media page for recent updates?
71
(a) Yes (b) No (c) Never
8. What is the best medium for the advertisement according to your point of
view?
(e) Internet
10. Where does pantaloon Retails (India) Limited sell their products?
11.Are you satisfied with the fabric pantaloons Retails (India) Limited uses in
their products?
12. What according to you can be the other modes of marketing that can be used
by pantaloons Retails (India) Limited ?
72
13. Are you happy with over all services provided by pantaloons?
73