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Transcript of Anil Panta Project Report
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TRAINING REPORT ON
PAYBACK MARKETING
AT
Pantaloon Retail (India) Limited, Ambience mall, Gurgaon
Submitted in partial fulfillment of requirements for the award of
the degree of Post Graduate Programme (Level-1, Level2)
Under Guidance of: Amit DuklanCSD
Student Name: Anil Kumar Saini
SBS/MDU16MBA-1961
122 Institutional Area, Sector-44,
Gurgaon- 122003, India.
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PREFACE
The research provides an opportunity to a student to demonstrate
application of his/her knowledge, skill and competencies required during
the technical session. Research also helps the student to devote his/her
skill to analyze the problem to suggest alternative solutions, to evaluate
them and to provide feasible recommendations on the provided data
The research is on the topic of
PAYBACK MARKETING
AT
Pantaloon Retail (India) Limited, Ambience mall, Gurgaon
Although I have tried my level best to prepare this report an error free
report every effort has been made to offer the most authenticate position
with accuracy
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CERTIFICATE
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DECLARATION
I, Anil Kumar Saini having Roll No. SBS/MDU16MBA-1973 of PGP
Semester 2 of Skyline Business School hereby declare that the
project entitled PAYBACK MARKETING is an original work and the
same has not been submitted to any other institute for award of any
other degree. The feasible suggestions have been duly
incorporated in consultation with the guide.
Signature of the candidate
Anil Kumar Saini
MBA -2ndSemester
Skyline Business School, Gurgaon
Under Guidance of:
Amit DuklanCSD
Pantaloon Retail (India) Limited, Ambience mall, Gurgaon
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ACKNOWLEDGEMENT
This Project has been made possible through the direct
and indirect Co-operation of various persons, whohave inspired me at every step of my work. It is a matter
of pride for me to acknowledge entire staff of
Pantaloon, for there valuable Cooperation and
Guidance. And above all, I am beholden to my Parents
and other family members for their blessing and
encouragement in completing this task.
Anil Kumar Saini
Internship Trainee
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Content
1. Title Page2. Preface3. Company Certificate4. Acknowledgement5. Declaration6. Scope7. Objectives8. Executive Summary/ Executive Synopsis9.
Industry Profile10.Company Profile
Mission,Vision,Values,Culture,History,Market size,Main Product,Competitors Information,S.W.O.T Analysis of the Organization.
11.Organization overview/Organization structure/Organization chart(with Explanation)
12.Departmental study (department structure, role of department)13.Intern profile and Learning Outcomes14.Critical Observations/Findings15.Conclusion16.Bibliography
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SCOPE
This project will help Pantaloons to identify their competitors and above all
the areas in which they can have an edge on Customer Loyalty Program.
1. P a n t a l o o n g i v e v a r i o u s d i s c o u n t s a n d o f f e r s . T h i sr e p o r t w i l l a l s o h e l p i n knowing whether various discounts
and offers given by Pantaloons are enough for attracting
customers or not.
2. This research will also be helpful in knowing the loyalty ofcustomers towards Pantaloons. By PBGC status we can get an
idea about it.
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OBJECTIVES
This study aims to review the loyalty program of PANTALOONS. In addition,
main objective of this study is to examine the influence emerged from
loyalty program on customer loyalty.
The specific objectives of the study are,
1. To know about the current trends regarding loyalty program andhow they can be implemented.
2. Ways to improve the performance of loyalty program and make itmore efficient and updated.
3. Analysis of sales performance as a result of loyalty program.
4. To find out the influence of the loyalty program on consumerperception.
5. A detailed study on the impact of loyalty program on consumerbuying behavior.
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EXECUTIVE SUMMARY
Summer internship training at Pantaloon Retail (India) Limited in Gurgaon.
Primarily the study aims to give the reader an insight into the Indian retail
industry. The recent revolution and growth of the industry and the entry of
many large business houses into this domain has ushered in a definite
transition of the structure of the industry from its traditional outlook.
Different models employed to evaluate the industry are also covered in
the first portion of this report. Secondly, the study aims to analyze the
customer Loyalty Programs offered by Pantaloon Retail (India) Limited.
T h i s p r o j e c t r e p o r t t h r o w s l i g h t o n t h e r e a s o n s b e h i n d
c u s t o m e r s deci s ion of choos ing Panta loon for pu rchase
of Apparel s and var ious other products from Pantaloon. Pantaloon
is one of the emerging players in the Indian retail industry and offers a deep
insight into the industry.
Proactive customers gave many sugg es ti ons for Pa nta loo n l ik e
they sho uld have mor e S taff esp ecia l ly dur ing Sales, more
Sitting area, more variety, etc. Feeding the data into for analysis
gave interesting conclusions which have been compiled in this report.
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In this project has put an effort to understand the Customer Loyalty
importance.
1.
In this report, first of all given a brief review about retail sector as awhole.
2. Then it has given a review of the findings of some of the study thathas already been done by industry.
3. Then it has enumerated objectives.4. Then it has given the panoramic view regarding the topic.5. Then it has analyzed the data which was collected by various
sources.
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INDUSTRY PROFILE
India, like Britain, is a nation of shopkeepers. With over 12 million retail
outlets, India probably has the highest density of retail outlets in the world,
with one for approximately every 90 persons; little wonder that the country
is the ninth-largest retail market in the world, with estimated annual retail
sales of around USD215 billion in 2005 (Rs 960,000 crore). At the same time,
the share of organized trade in this enormous market is currently very
small. It is estimated at just USD8 billion (Rs 35,000 crore) in 2005, up
fromUSD6.25 billion (Rs 28,000 crore) in 2004. This accounts for less than 4
per cent of the total retail trade in the country
AN UNDERDEVELOPED RETAIL MARKET
Organized trade in India is very underdeveloped when compared with
other emerging markets in Asia, Latin America and Eastern Europe. The
Indian and Chinese markets are comparable in many aspects both
countries are not homogeneous. They comprise many markets within a
single country, with significantly varying cultures and customer
preferences across regions.
There is a significant rural population in both countries, which has much
lower purchasing power compared to the urban population. Both
countries are geographically very large and unevenly developed, adding
a significant distribution and logistics dimension to the retail trade.
Consumers in both countries are highly value conscious.
Between 1996 and 2003, the organized retail market in China more than
doubled. We estimate that the Indian retail market is today at the same
inflection point as China was in the mid-1990s. Consequently, considering
a similar per capita GDP and roughly similar rates of economic growth,
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the Indian organized retail market has the potential for exponential
growth over the next decade.
CONSUMERISM: THE NEW WAVE
Growing consumerism would be a key driver for organized retail in India.Several demographic indicators show favorable trends for the growth of
organized trade:
Rapid income growth
: consumers have a greater ability to spend. Increasing urbanization:
larger urban populations that value convenience, coupled with the
higher propensity of the urban consumer to spend.
Growing young population
: growth of the post-liberalization maturing population, with the attitude
and willingness to spend.
Spend now vs. save earlier
: consumers are willing to borrow for present consumption.
THE SIZE OF THE OPPURTUNITY
Research done by the Tata Strategic Management Group (TSMG)indicates that over the next 10 years, the total retail market in India is likely
to grow at a compounded annual growth rate (CAGR) of 5.5 per cent (at
constant prices) to USD374 billion (Rs 16,77,000 crore) in 2015. The
organized retail market is expected to grow much faster, at a CAGR of
21.8 per cent toUSD55 billion (Rs 246,000 crore) in the same time frame,
garnering around15 per cent of overall retail sales. Based on our
projections, the top five organized retail categories by 2015 would be
food, grocery and general merchandise; apparel; durables; food service;
and home improvement.(Table 1)
Organized retail market in India (Rs crore)
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Retailers inspired by the Wal-Mart story of growth in small town America
are tempted to focus on smaller towns and villages in India. However, a
careful analysis of the town strata-wise population, population growth,migration trends and consumer spend analysis reveals a very different
picture for India.
As per our estimates, the share of the 35 towns with a present population
of greater than 1 million in India's total population would grow much faster
than their smaller counterparts, from 10.2 per cent today to reach 14.4 per
cent by 2025. Simultaneously, the share of these towns in the overall retail
market would grow from 21 per cent today to 40 per cent by 2025.Within these top 35 towns, an estimated 70 to 80 per cent of retail trade
could be in the organized sector. This is similar to the experience in China,
where in cities like Shanghai and Beijing, the organized sector accounts
for 70 to 80 per cent of overall retail trade in certain categories. Retailers
should therefore focus on the top 37towns in the next decade, as the
opportunity in smaller towns and rural India would be smaller and more
fragmented, compared to the larger towns.
Gaining importance in the specialty retail categories. While supermarkets
may emerge at the initial stages of retail market development, in the long
term they are unable to match the consumer value proposition of
convenience stores and hypermarkets.
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PRIVATE LABEL BRANDS BECOME IMPORTANT
Private labels today account for 17 per cent of global retail sales, with the
highest share of 23 per cent in Europe and the lowest share of 4 per centin Asia. M+M Planet Retail data shows that private label penetration varies
from 25 per cent to 95 per cent among some of the largest retailers in the
world.
Growing acceptance among consumers, increasing price competition,
the need for differentiation among retailers and the ability to offer higher
margins are the key factors contributing to the growth of private labels.
Private labels provide the retailer an ability to offer a significant priceadvantage to consumers, their prices being 16 to 32 per cent lower than
manufacturers' brands.
IMPLICATIONS OF INDIAN RETAILER
Global trends have important implications for Indian retailers. The Indian
consumer is very value conscious; willing to spend money in most cases,but constantly cost conscious, evaluating every rupee spent. It is therefore
imperative for retailers to offer a price advantage through sourcing and
operational efficiency, as well as a strong private label programme to
attract customers. Existing and new entrants need to achieve scale
quickly to drive efficiencies in procurement, supply chain and marketing.
Else, they risk being marginalized by larger players. Real estate and
human resources will be the critical drivers to build scale. While there are a
few hundred malls under various stages of development across the
country at present, retailers will also need to think out of the box to ensure
the availability of real estate. This may include acquiring and developing
the real estate themselves, rather than wait for mall development. Given
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the rising demand for retail real estate, retailers will need to take a long-
term view on rentals and look at alternative options like ownership or very
long leases. Retailers that invest in training will be able to ensure the
availability of quality manpower in a rapidly growing market. Inconclusion, the retail market in India offers an opportunity for a large
player to build a Rs 40,000-crore retail business spanning multiple
categories by 2015 (at current prices). Compared to this, the revenue of
the largest Indian retailer, Pantaloon, grossed only Rs 1,085 crore in
2005.Little wonder that large domestic business houses and international
retailer shave expressed a keen interest to enter the retail sector in India.
To capitalize on the opportunity, however, players need to be aggressivein outlook and build scale quickly.
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COMPANYS PROFILE
Pantaloon Retail (India) Limited, is Indias 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 5 million square feet of retail space, has over 450 stores
across 40 cities in India and employs over18,000 people. The companys
leading formats include Pantaloons, a chain of fashion outlets, BigBazaar,
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, Depot, Shoe
Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10, mBazaar and
Star and Sitara. The company also operates an online portal,
futurebazaar.com. A subsidiary company, Home Solutions Retail (India)
Limited, operates Home Town, a large-format home solutions store,Collection i, selling home furniture products and E-Zone focused on
caterings to the consumer electronics segment. Pantaloon Retail was
awarded the International Retailer of the Year 2007 by the US-based
National Retail Federation (NRF) and the Emerging Market Retailer of the
Year 2007 at the World Retail Congress held in Barcelona. Pantaloon
Retail is the flagship company of Future Group, a business group catering
to the entire Indian consumption space.
Future Groupis Indias leading business group that caters to the entire
Indian consumption space. Led by Mr. Kishore Biyani, the Future Group
operates through six verticals: Retail, Capital, Brands, Space, Media and
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Logistics. Apart from Pantaloon Retail, the groups presence in the retail
space is complemented by group companies, Indus League Clothing,
which owns leading apparel brands like Indigo Nation, Scullers and Urban
Yoga, and Galaxy Entertainment Limited that operates Bowling Co, SportsBar, F123 and Brew Bar.
The groups joint venture partners include French retailer ETAM group, US-
based stationary products retailer, Staples and UK-based Lee Cooper.
Group Company, Planet Retail, owns and operates the franchisee of
international brands like Marks &Spencer, Next, Debenhams and Guess in
India. The groups Indian joint venture partners include, ManipalHealthcare, Talwalkars, Blue Foods and Liberty Shoes. Future Capital
Holdings, the groups financial arm, focuses on asset management and
consumer credit. It manages assets worth over $1 billion that are being
invested in developing retail real estate and consumer-related brands
and hotels. The group has launched a consumer credit and financial
supermarket format, Future Money and soon plans to offer insurance
products through a joint venture with Italian insurance major, Generalise.The group is currently developing over 50 malls and consumption centres
across the country and has formed a joint venture company focusing on
mall management with Singapore-based Capital and, one of Asias
largest property companies. Future Groups vision is to, deliver Everything,
Everywhere, Every time to Every Indian Consumer in the most profitable
manner. The group considers Indian-ness as a core value and its
corporate credo is - Rewrite rules, Retain values. 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
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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, shareholders, 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.
We will not just operate efficiently in the Indian economy, we will evolve it.
We will not just spot trends, we will set trends by marrying our
understanding of the Indian consumer to their needs of tomorrow. It is this
understanding that has helped us succeed. And it is this that will help ussucceed in the Future. We shall keep relearning. And in this process, do
just one thing.
Rewrite Rules. Retain Values
Group VisionFuture Group shall deliver Everything, Everywhere, Every time for Every
Indian Consumer in the most profitable manner.
Group Mission
We share the vision and belief that our customers and stakeholders shall
be served only by creating and executing future scenarios in the
consumption space leading to economic development. We will be the
trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segmentsfor classes and for
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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 ussuccessful.
Core Values
Indianans: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble in our
conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas, knowledge and
information.
Valuing and Nurturing Relationships: to build long term relationships.
Simplicity & Positivity: Simplicity and positivity in our thought, business and
action.
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature.
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CULTURE
Passion for Retail is why we are here.
At Pantaloon Retail, Empowerment is what you acquire and Freedom at
Work is what you get.We believe our most valuable assets are our People.
Young in spirit, adventurous in action, withan average age of 27 years, our
skilled & qualified professionals work in an environment wherechange is
the only constant.Powered by the desire to create path-breaking
practices and held together by values, work in this people intensive
industry is driven by softer issues. In our world, making a difference
toCustomers lives is a Passion and performance is the key that makes it
possible. Out of the Boxthinking has become a way of life at Pantaloon
Retail Retail and living with the change, a habit.Leadership is a value that
is followed by one and all at Pantaloon Retail. Leadership is thequality
that motivates us to never stop learning, stretching to reach the next
challenge, knowingthat we will be rewarded along the way. In the quest
of creating an Indian model of retailing,Pantaloon Retail has taken
initiatives to launch many retail formats that have come to serve as a
benchmark in the industry. Believing in leadership has given us the
optimism to change and besuccessful at it. We do not predict the future,
but create it.At Pantaloon Retail you will get an opportunity to handle
multiple responsibilities, and therein,the grooming to play a larger role in
the future. Work is a unique mix of preserving our coreIndian values and
yet providing customers with a service, on par with international
standards.At Pantaloon you will work with some of the brightest people
from different spheres of industry.We believe its a place where you can
live your dreams and pursue a career that reflects your skills and passions
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HISTORY
With a focus on todays youth, Pantaloons offers trendy and hip fashion
that defines their hopes and aspirations. Our stores reflect our ideology:
Fresh Feeling, Fresh Attitude, Fresh Fashion. We offer fresh collections that
are visually stimulating thanks to appealing interiors and attractive
product display.
The first Pantaloons opened in Gariahat in 1997. Over the years it has
undergone several transitions. When it was first launched, this store mostly
sold external brands. Gradually, it started retailing a mix of external brands
and its own recently-introduced private brands. Initially positioned as a
family store, it finally veered towards becoming a fashion store with an
emphasis on 'youth' and clear focus on fresh fashion.
Pantaloons stores have a wide variety of categories like casual wear,
ethnic wear, formal wear, party wear and sportswear for Men, Women
and Kids.
The fashion store extends to almost all major cities across the country.
Pantaloons have established its presence with stores not just in the metros,
but also in smaller towns.
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Milestones
1987
The company is incorporated under the name of Manz Wear Private
Ltd.
Pantaloons, one of Indias first formal trouser brands, is launched.
1991
BARE, an Indian denim brand is launched.
1992
Pantaloon Retail India Ltd. makes an Initial public offer (IPO).
1994
The Pantaloon Shoppe, our exclusive menswear store in a franchisee
format is launched across the nation. The company starts distribution of
branded garments through multi-brand retail outlets across the nation.
1997
Pantaloon Retail enters modern retail with the launch of the first 8000-sq.
ft. store Pantaloons in Kolkata.
2001
Pantaloon Retail launches three Big Bazaar stores within a span of 22
days in Kolkata, Bangalore and Hyderabad.
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2002
Food Bazaar, the supermarket chain is launched.
2004
Pantaloon Retail launches Indias first seamless mall, Central, in
Bangalore.
2006
Home Town, the home building and improvement products retail chain,
is launched along with consumer durables format Ezone and furniture
chain Furniture Bazaar.
2007
Pantaloon Retail wins the International Retailer of the Year award at US-based National Retail Federation convention in New York, and Emerging
Retailer of the Year award at the World Retail Congress held in Barcelona.
2008
Big Bazaar crosses the 100-store mark, marking one of the fastest
expansions of the hypermarket format anywhere in the world.
2009
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Pantaloon Retail celebrates its first Shopping Festival across all retail
formats in key Indian cities.
COMPETITION
LIFESTYLE
The Dubai-based Landmark Group's department store chain, Lifestyle,
started operations in India in1998. It currently operates 19 Lifestyle
departmental stores in nine cities with a total retail space of 7,45,711 sq. ft.
In 2004 the chain had seven stores in five cities with a space of 2,68,436
sq.ft, which grew to 10 stores in the same five cities with an increased retail
space of 3,41 ,587 sq.ft. By2010 they plan to have 41 stores in 16 cities with
a combined retail space of 19,33,931 sq.ft. The average store size of a
Lifestyle department store is 46,000 sq.ft, the largest of them being the
Chennai store with an area of 75,000 sq.ft. Lifestyle now plans to majorly
expand into the tier-II cities in the country. Ginger, Baby Doll and JRS
Active are the three major private labels of Lifestyle, besides segment-
specific brands like 2xtremz for women and Juniors for infants. These
private labels contribute approximately towards 10 per cent to the total
revenue. Its customer loyalty programme is called The Inner Circle, which
contributes 40 per cent to total sales. Each of the stores has a Coffee
Island managed by Qwiky's. Lifestyle International has announced
investments to the tune of Rs.400 crore in the next five years to fund its
expansion in India. This includes plans to bring in its concept stores into the
country, including the Max Hypermarkets and Lifestyle Centres. The Max
chain of value stores and Home Centres have already been launched.
Landmark is also working on a Lifestyle Centre
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GLOBUS
The Mumbai-based Rajan Raheja Group launched its first Globusdepartment store in January 1998at Indore and since then it has become
a 20-outlet strong chain with a presence in 14 cities. Apart from the
Globus department stores, the chain also runs a second retail format with
Globus 2, the factory outlet format. Globus' flagship store was launched in
Mumbai in November 2001. The department store chain's customer loyalty
programme is called the Globus Privilege Club card programme. In 2004,
the chain had seven outlets in five cities with a total space of 1,39,658 sq.ftby2005 their retail presence had reached eight cities with 12 stores and a
total retail space of 1,94,610sq.ft. Today the chain runs 20 outlets in 14
cities with a total retail space of 2,90,000 sq.ft. Retail expansion plans
include having 30 outlets by 2007, 100 by 2008, and taking it to 120 by
2010 with a total retail space of 12,40,000 sq.ft. The chain's in-store labels
apparel labels, Globus and F21, contribute about 35 per cent towards
total retail sales. Frequent consumer promotions during peak sales periodslike traditional festive seasons bring in 25-30 per cent increase in average
sales.
SHOPPERS'STOP
Shopper's Stop Ltd from the K Raheja Group, opened its first Shoppers'
Stop department store in Mumbai in 1991; and over the last 16 years has
established itself as the largest player in the department store category in
India. From 16 stores in nine cities with an area of7,52,848 sq.ft, the chain
today operates 26 outlets in 12 cities with a total retail space of 15,07,126
sq.ft, with plans to have 34 stores by 2007. By 2010 Shoppers' Stop plans to
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have nearly 50 outlets in 20 cities across a total retail space of 36,26,899
sq.ft. Shoppers' Stop was the first retailer in the country to have Bar-coded
garments, Co-branded credit card; and Retail ERP Shoppers' Stop, unlike
Pantaloon and Westside where the chunk of sales are driven by privatelabels, houses a large number of external brands. The chain is today the
largest retailer for popular brands like Levi's Strauss, Pepe, Arrow,Zodiac,
Ray-Ban, Swatch, ete. The launch of Buzz (the designer pret wear section)
and Kasba by Raghavendra Rathore were some new additions. Some of
the chain's private labels include Stop, Life, Vettorio Fratini, Haute Curry,
indi-vidual and Acropolis, sales from which grew by 44 per cent in2005,
over the previous year. Shoppers' Stop customer loyalty programme, FirstCitizen's Club has approximately 4,40,000 members, who contribute to
over 50 per cent of the total sales. Shoppers' Stop, which has tied up with
Mothercare, the global brand for infants and children, will be opening40
Mothercare outlets over the next five years. It currently has 11 Mothercare
outlets. The bookstore section, Crossword; as well as food and beverages
outlets such as Cafe
WESTSIDE
The lifestyle store by the Tatas that caters to the upper middle class
segment, has built its customer base through its USP of affordable style.
There are 23 Westside stores in 14 cities Price is crucial in the Indian retail
scenario and Westsides focus on this factor is part of the reason. If
customers are looking for style, they will probably go to Westside and buy
something for Rs 400rather than go to Mango (a UK-based chain).
Another issue is convenience of parking space. Almost everyone in major
metros has a car and doesnt want to go through the hassle of finding
parking space. Westside has worked on molding its outlets along the
snazzy, well-designed, hands-on ambiences and coffee shop displays
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typical of Lacoste, Nike and Switch retail stores in the West, and
personalized its offerings by offering style and accessory guides to its
customers. Westside houses a collection of the finest merchandise for the
entire family. There are spacious shopping areas for the various sections -womens wear, mens wear and the children's and the household sections
occupy the floor level. Caf West from the Taj group on a level above is
an ideal place for a coffee break on a shopping spree. Westside offers
customers the very best and latest international shopping experience.
Westside has a team of dedicated stylists, merchandisers, helpful and
courteous store staff and talented in-house designers. The combination of
the very latest in-style fashion with affordability is highlighted in all ofWestsides merchandise. Westside stands out from the competition for a
variety of reasons. One is that a majority of the brands the chain stocks
and sells are its own, unlike retailers who store multiple labels. About 90 per
cent of Westsides offerings are home-grown, and they cater to different
customer segments. The other 10per cent includes toys, cosmetics and
lingerie. However, recently Westside has recently expand edits range of
merchandise by offering outfits from some of Indias best-known fashiondesigners, among them Wendell Roderick, Anita Dongre, Krishna Mehta
and Mona Pali. This is an interesting marketing shift, since it means moving
away from the chains only-our-own-brands concept.
In the fashion segment, they face competition from Shoppers Stop,
Reliance Trendz, Trent, Westside and Lifestyle. Though the hypermarket is
new only three to four years old in the country competition is faced from
likes RPG (Spencer's), Trent (Star India Bazaar) and with Shoppers Stop.
Several other outlets which are giving competition to Pantaloon are
Koutons, Charlie outlaw, Cantabil, etc. Another competitor may prove to
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be a very potential, which is going to enter in the Indian market, and it is
the WALL- MART coming to India, in partnership with Bharti.
PANTALOONS and COMPETITOR
Brand: The American Marketing Association describes a brand as
name, term, symbol or design, or a combination of them intended to
identify the goods and service of one seller or group of sellers and to
differentiate them from those of competition
.
The company has its own brands but it focus on other multiple brands as
well. It also provides various other brands to its customers. It has
collaboration with many different brands and it sales them under its
name, it provides benefit to both. The Competitor Brands in the Market
are: Koutons, Tng, Cantabil, TQS, La FAnso, Charlie Outlaw, Reliance,
Cobb Italy, Levis, etc. As these are the small retail outlets placed nearby
to the local markets, so they are giving competition to Pantaloon.These are the few famous brands which are available at Pantaloons:
S.No Category Private Label
1 MENS WEARPANTALOONS
TROUSERS
2 JEANS,GABARDINE,JACKETS AND NIGHTWEARS BARE DENIM
3 WESTERN CLOTHES FOR YOUNG GIRLS HONEY
4 SHIRTS JOHN MILLER
5 LADIES WEAR SRISHTI
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6 ELEGANT SALWAR SUITS RANG MANCH
7 SPORTS WEAR AGILE
8 WESTERN AND FORMAL WEAR ANNABELLE
9 JEANS AND ACCESSORIES JEALOUS
10 WINTER WEAR JACKETS,BLAZERS,SWEATERS SCOTSVILLE
11 EXCLUSIVE WESTERN,INDOESTERN,SKIRTS,JEANS REMANIKA
12 KIDS WEAR CHALK
13 BUYING SEPARATE AND COMBINING MIX N MATCH
14 CLASSIC ENGLISH FORMAL WEAR LOMBARD
15 STICHING SALWAR KAMMEZ TRISHAA
16JEANS.SHIIRTS,JACKETS,TRENDY SPORTS AND
ULTILITY WEARUMM
17 MENS WEAR URBAN YOGA
18 MENS ETHNIC WEAR GHAGROOS
19 MENS N WOMENS ETHNIC WEAR AKRITI
S.No Category Licensed Label
1 JEANS,T-SHIRTS FOR MEN N WOMEN AND KIDS LEVIS
2 JEANS,T-SHIRTS FOR MEN N WOMEN PEPE
3 KIDS WEAR,INFANTS LILLIPUT
4 KIDS WEAR CATMOSS
5 SPORTS WEAR,JACKETS,SHOES CONVERSE
6 EXCLUSIVE TRENDY WEAR FOR GIRLS 109.F
7 FORMAL WEAR FOR MEN INDIGO NATION
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PLASTIC CARDS
VALUEPROPOSITION with earlier Pantaloons Greencards
VALUEPROPOSITION
SPECIAL
DESK
FOR BILLINGHOME
DELIVERY
PARKING
REFUNDED
ONLINEPURCHASING
EXCHANGE
PERIOD
SPECIAL
INVITES IN
HAPPEING
EVENTS
REGULAR
UPDATE
EXCLUSIVES
HOPPING
DAYS
INSTANTDISCOUNT
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PAYBACK GREEN CARD
BENEFITS WITH NEW CARD
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About Payback:
A powerful loyalty program offering a multitude of advantages for
consumers.
PAYBACK is Indias largest loyalty program. It presents many advantages
over traditional, stand-alone customer loyalty schemes restricted to one
brand or company only. The power of PAYBACK stems from pooling
loyalty benefits from many attractive partners: Using one single card,
members earn loyalty points when they shop at a wide range of different
merchants and brands - offline and online.
Importantly, PAYBACK partners are mostly market leaders in consumer
segments covering daily needs, ranging from food to travel and
entertainment. As a result, members are able to accumulate a large
number of points quickly. A coalition of strong partners united on the
common PAYBACK platform also multiplies redemption opportunities.
The combination of rapid accumulation of points and their easy
redemption for desirable rewards makes PAYBACK so attractive. Otherbenefits include discounts on purchases through points earned or through
coupons and exclusive special offers. Shoppers love these unrivalled
features, because they simply get more value for every Rupee spent.
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MARKETING PROGRAME
At Future Group, we believe in building long-lasting relationships withcustomers. We encourage repeat customer visits through our uniqueoffers and special sale days.
Future Group has taken the whole concept of customer loyalty to the nextlevel by joining hands with PAYBACK. PAYBACK is Indias largest and one
of Europes most successful multi-partner loyalty programs. With PAYBACK,customers can shop, save and get rewarded. This program enablesconsumers to collect millions of points across online and offline partnerswith just a single card. Customers can accumulate points across FutureGroup formats, thereby making shopping rewarding.
What Is PAYBACK?
PAYBACK is Europe's leading customer loyalty program, headquartered inGermany, with a total of 25.5 million active cardholders in Germany andPoland. In India, PAYBACK consolidated its position after taking a major
stake in I-Mint. Today, with more than 30 partners with 1,500 outlets and 10million card members, its the only program which works with market
leading pan-India players from the banking, travel, petroleum and onlinesectors such as ICICI Bank, HPCL, Univercell, BookMyShow andMakeMyTrip.
Now that Future Group has become a part of this bandwagon, customersare bound to earn points at every stepfrom formats like Big Bazaar,Food Bazaar, Pantaloons, Central, Home Town, eZone, Brand Factory andFuture Bazaar.
These points can then be redeemed for air miles, movie tickets, air ticketsand vice versa.
With Future Group and PAYBACK Shopping is Rewarding.
Benefits Of PAYBACK
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Our formats Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town,eZone, Brand Factory and Future Bazaar are a part of the PAYBACKLoyalty program.
PAYBACK increases customer loyalty and boosts partners sales.
In an increasingly complex marketplace, customer loyalty is gaining in
significance all the time. Particularly in places where the real and virtual
worlds meet, successful customer relationship management can prove an
effective success strategy and give companies a real competitive edge.
PAYBACK is proving a real successboth as a loyalty program and as a
marketing platform with very efficient and, above all, effective
communication channels.
The success rests on the principle that a single loyalty card can be used
on a day-to-day basis to collect points with a whole range of strongbrand-name partners. This enables consumers to quickly collect an
attractive points balanceand earn the reward of their choice. The
reward scheme also helps partner companies to reach customers with
highly personalized, relevant offers. This has enabled PAYBACK to become
the largest multichannel marketing platform in Europe.
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Pantaloons - MARKETING MIX (4 PS)
The kind of product mix to be offered by the retailer is another important
consideration.
As mentioned earlier the main product line of Pantaloons is mens and
womens clothing and other accessories comprising a vigilant mix of
private as well as other labels... Since Pantaloons provides products to apotentially large number of customers at affordable prices, it falls in the
High Turnover -Low Margin Category.
PRODUCT
Spring (designer wear for men andwomen)
Mens occasion wear
Ladies formal Mens formal
Ladies ethnic and casuals Mens ethnic
Nightwear Denim wear
Infant necessities Active wear, Sports wear
Indo-Western Teen boys wear
Kids wear Mens casuals
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PRICE
Buy directly from the manufacturers so that the middle man is eliminated. We buy in cash and get a cash discount, and Manage their stocks turns so that they don't have money stuck up. The
benefits are passed on to the customers. Cash discounts (for buying
goods upfront in cash) on the other hand could range from 2 per cent to
10 per cent.
Almost 70 per cent of the ready-to-wear products in the store aremanufactured by the group's own garment units. As a result it is able to
offer prices in ready-to-wear that are virtually 30 per cent cheaper than
competitors. They increase their margins by pushing their own in-house
label
Pantaloons visual merchandising is creative, innovative and outstandingwhich can be seen from its own in house private brands such as John
Miller.
The new launched products are showed by prominent color back ground. Window display is highly interactive for impulsive buyer. Price range is average. 30% discount allowance to employees working at pantaloons
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PROMOTION
Sponsorship Celebrity Endorsements Season Sale Hoardings Advertisement
Promotion Strategy
Sales promotionis a key ingredient in marketing campaign consists of a
collection of incentives tools, mostly short-term, design to stimulate quicker
or greater purchase of particular product, services by consumers or
consumers or the trade.
PLACE
Tarapur is Pantaloon's central warehouse.
Whenever it procures merchandise from its suppliers, the entire process
had to undergo two to three steps before it reaches outlets. At each step,
considerable human intervention is required and barcode readers hadbeen installed at all merchandising locations.
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SWOT
Strength
1. Product of different price range.2. Product availability.3. Fashion Friday.4. Dedicated customer service desk.5. Loyalty program.6.
Stores location.
Weakness
1. Shrinkage rates are higher than industry norms.
2. Store renovations of older stores not done.
3. Low employee retention levels at shop floor level due to better pay
package by competitors.
4. Floor level Customer Relations Executives not having proper product,store etc. knowledge due to lack of proper training.
5. Loyalty program of competitors is more effective due to better scheme
and merchandise.
6. Merchandise and product focus not consistent and clear
Opportunity
1. Geographical Expansion: Untapped market in terms of tier II and tier III
cities.
2. Untapped segments such as ethnic wear, Organic cotton wear etc.
3. Luxury segment with brands like Gucci, Tommy, Armani etc.
4. Standalone stores of other brands like Bare, UMM etc.
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5. Getting license agreement of smaller regional brands.
6. More effective online shopping for garments.7. Custom Tailoring business untapped.
8. Suiting brand from Future group can be feasible.
Threat
1. Economic slowdown and scanty rainfallwhich has major impact on
IndianEconomy. Consumer spending on non-essential fashion items,
garments etchave been reduced significantly.2. Competitive rivalry in the industry like BigBazaar is facing competition
fromFashion Yatra (Trent Ltd), HyperCity (Shoppers Stop), Max (
Landmarkgroup), Megamart (Arvind). Pantaloon &Central is facing
competition from Westside (Trent), Shoppers Stop, Reliance Trends,
Lifestyle, Globus etc.
3. Foreign players like Carrefour, Tesco, Walmart lined for their Indian
operations
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ORGANIZATION OVERVIEW - Line of business
Line of business of PRIL
PANTALOON RETAIL (INDIA) LIMITED
Wellness
(Cosmetics)
Blue Sky
(Fashion
Accessories)
Watch
Sunglass
MELA (Home
Designing)Apparels
MEN
Casual, Ethnic,
Formal,Accessories
WOMEN
Casual, Ethnic,Formal,
Accessories
KID
Depot
(Stationary)
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MANAGEMENT HIERARCHY IN THE RETAIL OUTLET
Team member trainee
Team member
Team Leader
Asst. Department Manager
Department Manager
Asst. Store Manager
Store Manager
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DEPARTMENTAL STUDY
1. HUMAN RESOURCE DEPARTMENT
2. ACCOUNTS DEPARTMENT
3. MAINTENANCE DEPARMENT
4. FINANCE DEPARTMENT
5. SYSTEMS DEPARTMENT
6. LOGISTICS DEPARTMENT7. MARKETING DEPARTMENT
Customer Service Desk
From that perspective, customer service should be included as part of an
overall approach to systematic improvement. Some have argued that the
quality and level of customer service has decreased in recent years and
that this can be attributed to a lack of support or understanding at the
executive and middle management levels of a corporation and/or a
customer service policy. Customer service is an organization's ability to
supply their customers' wants and needs. Excellent customer service (is)
the ability of an organization to constantly and consistently exceed the
customer's expectations.
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"It consists of all those activities by the retailer that influence
(1) The ease with which a potential customer can shop or learn about the
stores offering.
(2) The ease with which a transaction can be completed once thecustomer attempts to make a purchase, and,
(3) The customers satisfaction with the transaction.
Activities undertaken by a retailer in conjunction with the basic
goods and services it sells.
Parking Credit acceptance Salespeople In store announcement Gift Wrapping and packaging Merchandise Availability Complaint handling Merchandise returns Servicing and repair Deliveries Alteration
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INTERN PROFILE
Week 1-2: Dated
[16th
May to 27th
May 2012]
1. Task assignedLeads generation for Sponsorship for the
pantaloons model hunt event held at various
metropolitan cities on 3rd June 2012 Target
market was real estate.mailing to the interested players and getting
feedback
second week, store location was assigned in the store, learnt about the payback green
card and its process
2. Progress1st Week task - call 50 real estate companies
marketing heads.
Understanding of the process of paybackgreen card migration and issuing new cards
green card migration and issuing new cards
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3. Learning outcomesLearned Telephonic etiquettes, documentation, data
analysis and report generation in a professional way.
Week 3-4: Dated
[28th May to th 10 June 2012]
1. Task assigned
Achored in Model Hunt Event "Get The Style"Handled payback processHandling Payback customer loyalty program
launched At sahara mall, gurgaon.
customer interaction2. Progress
Issuing new Payback Greencards to the newcustomers and existing greencard holders.
3. Learning outcomesMigration of old card and Issuing new card
(Process and Customer Interaction)
Handling queries of customers in the bestpossible way with maximum utilization of the
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least possible time available to
communicate the marketing promotions.
Week 4 & 5:
Dated [11th June to 30th June 2012]
1. Task assigned
Host an in-house event at pantaloonsambience mall
Handling Payback and Issuing Gift Vouchersto the Payback Greencard holders.
Trained new trainees on Payback.2. Progress
handling Payback operations and reportgeneration.
Provide training to the new joiners.
3. Learning outcomesSupport and work with team to handle daily
operations smoothly in a professional way.
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Week 6 (From 1st July to 7th July ) :
1) Task assigned
Handling Payback process and Issuing Gift Vouchersto the Payback Greencard holders.
Trained new trainees on Payback.preparation for the end of season saleCalled the customer to invite them for end of season
sale
2)Progress
handling Payback operations and report generation.Provide training to the new joiners.called 50 customers a day. trained the new trainees.
3)Learning outcomesSupport and work with team to handle daily
operations smoothly in a professional way.
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FINDINGS
o Old records can be maintained.o High competition between pantaloons and Lifestyle.o Strategies to be no. 1 in Retail market.o
Good relationship with all the employees.o Free tea snacks for staff.o EDC offer card to employees.o All birth day babies all greeted with birth day card
and chocolates.
o A training program is conducted to all managementand worker staff every month last week.
o Brand portfolio management.o Quality of human resource management
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CONCLUSIONS:
Objective of the study of Marketing Management as a part of customer
experience is to put things in mind as to how customer service affects the
whole shopping experience of the customers and what all is needed on
of retailer to make that experience a remembering one for every
individual customer. I have got an idea that before setting up any
marketing promotion it is very much essential to know certain things and
these are as follows:
1.) Know your business.
2.) Consult with customers and employees.
3.) Set customer sensitive services standard
4.) Communicate service standards to customers and performance to
employees.
5.) Manage your organization based on service standards and quality.
In this project, I also tried to cover the few aspects of the store which is
being assigned to me. I have tried to Gain knowledge about the
customer, there psyche, Behavior of customer in the store, understood the
need, requirement of customer. What other competitors are doing in the
market under the radius of store. Try to regain customers. Using variouskinds of tactics to get customers it is important for a lifestyle retailer.
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BIBLIOGRAPHY
1. Principles of marketing By PHILIP KOTLER.
2. http://pantaloon.futurebazaar.com/indexPantaloon.jsp.
3. http://en.wikipedia.org/wiki/Pantaloon_Retail_India.
4. http://business.mapsofindia.com/india-retail-industry/.5. http://en.wikipedia.org/wiki/Retailing_in_India