Project Report On Globus

PROJECT REPORT ON
GLOBUS
MADE BY:
Aditya Singh
Shubham Chaudhry
Varun Ramzai
Vishal Singh
INTRODUCTION
Globus Stores Private Limited is a retail clothing store chain,
based in Mumbai, India. It is part of the Rajan Raheja Group. As
of April 2012, the chain has 35 locations in 22 cities in India.
Globus was founded in January 1998. Its first location (at 35,000
square foot store) opened in Indore in June 1999, followed by
two locations in Chennai. Its Mumbai flagship location opened
in November 2001. By May 2008 the chain had expanded to 24
stores and started a push to greatly expand the number of
locations. The chain has previously announced bold plans to
expand to a much larger number of stores, such as 150.
The chain was run by Ved Prakash Arya from its founding until
March 2004.Currently, it is run by Vinay Gajanan Nadkarni,
who serves it as the Managing Director and CEO. Nadkarni,
who took over from Arya in 2004, opened the 36th store in
February 2013.
OBJECTIVES
 Achieve customer delight by offering quality products and

services through a process of continuous innovation and
adaptation.
 Build a dynamic team of committed and passionate
employees through sustained learning and grooming.
 Develop mutually beneficial relationships with our business
partners.
 Employ cost-effective processes and thereby create a strong
organization
 Provide multiple brands under one roof.
Methodology
To identify the believe of customers in the brand Ideology of GLOBUS we use

“Qualitative research”.
Qualitative research is defined as a market research

method that focuses on obtaining data through open-ended and conversational
communication. This method is not only about “what” people think but also “why”
they think so. The qualitative research method allows for in-depth and further
probing and questioning of respondents based on their responses, where the
interviewer/researcher also tries to understand their motivation and feelings.
Qualitative research methods are designed in a manner that they help reveal the
behavior and perception of a target audience with reference to a particular topic.
There are different types of qualitative research methods like an in-depth
interview, focus groups, ethnographic research, content analysis, case study
research that are usually used.
REASON FOR THIS RESEARCH...?

- Exploring the importance of brand identity.
- Identifying the effectiveness of slogans and logos.
- Identify different values offered by Globus like- high quality, longevity, middle
class values, excellence, adaptability, etc.
Tools used for research?
- One-to-One Interview: -
Conducting in-depth interviews is one of the most common
qualitative research methods. It is a personal interview that is carried out with one
respondent at a time. This is purely a conversational method and invites
opportunities to get details in depth from the respondent.
- Questionnaire: -
A Questionnaire is a structured form, either written or printed, consists of
a formalized set of questions designed to collect information on some subject or
subjects from one or more respondents. In other words, a data collection technique
wherein the respondents are asked to give answers to the series of questions,
written or verbal, about a pertinent topic is called as a questionnaire.
CONCLUSION
The 16-year-old chain has been a private label driven company and opened its first
store in Indore in 1999. After facing difficult times in retail since 2008, the
Mumbai-based Globus Stores is staying away from large-format stores. The large-
format stores used to measure 33,000 sq ft. The company is further focusing
primarily on youth-oriented apparel and accessories, extending the scope of its
private labels such as Globus F21, Essentials and Poetry.
With the entry of international brands and expansion of e-commerce in the country,
retailers like Globus are finding it difficult to adapt to the changing market
conditions and remain competitive.
We surveyed the Globus Store, Great India Place, Noida. And, the effect of stiff
competition was apparent in the footfall at the store. We visited the store between
3:00 pm to 6:00 pm, and found that very few numbers of people visited the store,
when compared to other stores, such as Pantaloons, Lifestyle, Shopper Stoppers
etc. Also, the people who visited the store were aged between 30-35, showcasing,
that Globus, was visited by working class comparatively more than the youth, who
thronged the malls. This could also mean that Globus’s pricing strategy was mostly
working in case of working class. Though this seems to be in good side, but this
way Globus losses’ on its youthful customer category
LEARNING
From, the field visit we learned the importance of keeping up with competition.
As, stiff competition has been troubling Globus, for a long time now. Globus,
hasn’t been able to come up with interacting and innovative marketing techniques,
to create an awareness, about its brand, unlike the other retail stores.
Hence, it is experiencing low sales and profit margins every consecutive year.
Also, we were able to learn about various marketing methods that retail stores
implement to attract customers, and create willingness in them to buy their
products.
We, also learned about how to use quantitative research methodology, for field
research. This research project enabled us to have hands on experience, on various
research techniques, that we only had theoretical knowledge of.
We would like to thank our course instructor, for giving us this project and
opportunity to have practical knowledge of how consumer behaves, in respect to
shopping from Globus Store.

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PROJECT REPORT ON

 Achieve customer delight by offering quality products and

To identify the believe of customers in the brand Ideology of GLOBUS we use

Qualitative research is defined as a market research

REASON FOR THIS RESEARCH...?

- Identifying the effectiveness of slogans and logos.

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