INSTITUTE OF PROFESSIONAL EDUCATION & RESEARCH, BHOPAL
FINAL PROJECT REPORT ON PANTALOON ANURAG SAHU
2007-2009
A PROJECT REPORT On
RETAIL STORE MARKETING ACTIVITY (IN STORE TIE-UPS FOR LOYALTY PROGRAM TO ACHIEVE GREEN CARD TARGET, TIE-UPS FOR EOSS AND DENIM EXCHANGE) AT PANTALOON RETAIL INDIA LTD.
FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY ANURAG SAHU MBA IV SEMESTER
INSTITUTE OF PROFESSIONAL EDUCATION & RESEARCH, BHOPAL (BARKATULLAH UNIVERSITY, BHOPAL) 2007-2009
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 “ RETAIL STORE MARKETING
ACTIVITY (IN STORE TIE-UPS FOR LOYALTY PROGRAM TO ACHIEVE GREEN CARD TARGET, TIE-UPS FOR EOSS AND DENIM EXCHANGE) AT PANTALOON RETAIL INDIA LTD.”
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.
ACKNOWLEDGEMENT This Project has been made possible through the direct and indirect Cooperation of various persons, who have inspired me at every step of my work. It is a matter of pride for me to acknowledge my profound gratitude to my respected Dean Dr. A. S. Khalsa who always facilitates me in gaining practical knowledge.
I am very much obliged and thankful to my esteemed Project Guide Mr. Mahesh Soni for his 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.
ANURAG SAHU
DECLARATION
I hereby declare that the project report entitled “ RETAIL STORE MARKETING ACTIVITY (IN STORE TIE-UPS FOR LOYALTY PROGRAM TO ACHIEVE GREEN CARD TARGET, TIE UPS FOR EOSS AND DENIM EXCHANGE) AT PANTALOON RETAIL
INDIA LTD.” is an authentic work done by me.
The project was undertaken as a part of the course curriculum of MBA program, Barkatullah University, Bhopal. This has not been submitted to any other examination body earlier.
ANURAG SAHU
TABLE OF CONTENT SERIAL
CONTENTS
PAGE
NO. 1
Preface
NO. 4
2 3 4
Acknowledgements Synopsis Introduction
5 6-10 12-35
a. Industry Background b. Introduction of Indian Retail King c. Milestone to Success
5 6 7
d..Company Introduction Terms Of Reference Methodology Work Profile
36 37-39 40-65
a .Customer Loyalty Program b .About tie-ups for Green Card and EOSS c. Customer Entry d. How to increase the Customer Entry e. Denim Exchange 07 f. Activities done for Denim exchange g. Eoss
9 10 11 12
h. Activities done during EOSS Findings of The Report Recommendations Conclusion Bibliography
66-72 73-74 75 76
JUSTIFICATION
FOR
TH E
SELECTION
OF
THIS
PROJECT AND TITLE
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 marker, along with some other big names such as RPG, Shopper’s Stop, Life Style, Westside, Ebony, Piramyd etc.
The reason why I chose this sector is because as there are huge opportunities in this sector in the coming years. India was not into retail before before 10 years from now but now it is very much into organized organized retailing. There is cut through competition competition in this field. Every alternate day we hear of a new companies getting into Retail sector, where this makes competition tough. I felt if I have experience in Pantaloon than I would be equipped to face the challenges that will come across while working in this sector.
I was in marketing marketing along along with Customer Customer Loyalty Loyalty Program. Program. I felt that while doing doing out marketing projects for the Pantaloon store I will have well expose & experience of this field. I got to learn a lot about retailing, marketing in retail sector, knowing different people, how exactly product reaches final consumer, how all theses things are decided and how. This is the reason why Retail sector influences me the most. Since I was involved into marketing for different event of the store where all the parameters has to be considered which made this project more challenging & interesting.
OBJECTIVE OF THE STUDY
Objective of the Retail store Marketing was to make customers aware about the
Sale offers during Denim Exchange Exchange and and EOSS i.e. End Of Season Season Sale provided provided by Pantaloon and also to achieve the Green Card target of Customer loyalty Program during EOSS.
To provide extra privileges to Pantaloons Green Card customers - keeping in
mind that they get extra privileges not only inside the store of Pantaloons, but also outside the store and to make the Pantaloon Customer Loyalty Program more powerful by doing tie-ups with Restaurants, Health-Clubs, Saloons, Pubs, colleges, Laundries, Tattoos Makers.
To make Green Card Members realize that they are Special customers for the
company.
To find out customer loyalty for Pantaloon store
To find out customer satisfaction
INTRODUCTION INDUSTRY BACKGROUND
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 organised trade in this enormous market is currently very small. It is estimated at just USD8 billion (Rs 35,000 crore) in 2005, up from USD6.25 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
Organised 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 Both countr countries ies are geogra geographi phical cally ly very very large large and uneven unevenly ly develo developed ped,, adding a significant distribution and logistics dimension to the retail trade. Consumers in both countries are highly value conscious. Between 1996 and 2003, the organised 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, the Indian organised retail market has the potential for exponential growth over the next decade.
CONSUMERISM: CONSUMERISM: THE NEW WAVE
Growing consumerism would be a key driver for organised retail in India. Several demographic indicators show favourable trends for the growth of organised 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 Growing young young populatio population n: growt growth h of the post-l post-libe iberal raliza izatio tion n maturi maturing ng
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 organised retail market is expected to grow much faster, at a CAGR of 21.8 per cent to USD55 billion (Rs 246,000 crore) in the same time frame, garnering around 15 per cent of overall retail sales. Based on our projections, the top five organised retail categories by 2015 would be food, grocery and general mercha merchandi ndise; se; appare apparel; l; du durab rables les;; food food servic service; e; and home home improv improveme ement. nt. (Table 1) Organised retail market in India (Rs crore)
Retai Retailer lers s insp inspir ired ed by the the WalWal-Ma Mart rt story story of grow growth th in smal smalll town town America are tempted to focus on smaller towns and villages in India. Howe Howeve ver, r, a care careful ful analy analysi sis s of the the town town strat strata-w a-wis ise e popula populati tion, on, 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. Simultane Simultaneously ously,, 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 trad trade e coul could d be in the orga organi nis sed sec sector. tor. This his is simil imilar ar to the the experience in China, where in cities like Shanghai and Beijing, the
organised sector accounts for 70 to 80 per cent of overall retail trade in certain categories. Retailers should therefore focus on the top 37 towns in the next decade, as the opportunity in smaller towns and rural India would be smaller and more fragmented, compared to the larger towns. Organised retail market in India (Table 2)
There are a few key trends that one observes in international markets
TREND1: TREND1: CONVINE CONVINENCE NCE STORES STORES AND HYPERMAR HYPERMARKETS KETS ARE GAINING PROMINENCE
These are driven by a consumer need for convenience and lower prices / higher value in mass categories, while the big box category killer stores are
gaining importance in the specialty retail categories. While supermarkets may emerge at the initial stages of retail market development, in the long term term they they are are un unab able le to matc match h the the cons consum umer er valu valuee prop propos osit itio ion n of convenience stores and hypermarkets.
TREND2: PRIVATE LABEL BRANDS BECOME IMPORTANT IM PORTANT 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 cent in 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 price advantage 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 marginalised 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 dev develo elopin ping the the real est estate ate them themse selv lves es,, rath ather than than wait wait for for mall all development. Given 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. In conclusion, the retail market in India offers an opportunity for a large pla playe yerr to bu buil ild d a Rs 40 40,0 ,000 00-c -cro rore re reta retail il bu busi sine ness ss span spanni ning ng mult multip iple le 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 retailers have have expr expres esse sed d a keen keen inte intere rest st to ente enterr the the reta retail il sect sector or in Indi India. a. To capitalise on the opportunity, however, players need to be aggressive in outlook and build scale quickly.
INTRODUCTION OF INDIAN RETAIL KING
MEET INDIA'S KING OF RETAIL MR. KISHORE BIYANI
Unlike most people, Kishore Biyani makes no bones about his simplicity. He's the man you're most likely to ignore at the Pantaloon or Big Bazaar store, as he stands in a corner observing the way you shop. But make no mistake; what he may lack in sartorial style, he more than makes up through his observation powers. You'll never catch him in a tie and jacket. He isn't a stickler for large cars, and has just graduated from driving a Honda City to a Honda Accord, though he's just as content driving around in a junior manager's Maruti 800. He is a strict vegetarian, and is currently off cheese and fried foods, but will otherwise eat anything that is green.
Pantaloon's Kishore Biyani has become India's largest retailer, but still has
several aces up his John Miller shirtsleeves. In India's chaotic markets, Kishore Biyani is the unchallenged king of retail. He has the knack of catching rivals off-guard and striking where it hurts most. Biyani's victory isn't unexpected. India's own Sam Walton (the legendary promoter of Walmart) is quick to seize any advantage. Which is why the denim manufacturer who quit the trade because "it wasn't creative enough" commands over 1.3 million sq ft of retail space. But even size hasn't made a difference to Biyani's vaulting ambitions and he's on an even faster trajectory of growth. He's booked over 4.5 million sq ft of space across the country, and will utilise 3 million sq ft by this year's end in 23 Indian cities. He will invest over Rs 200 crore (Rs 2 billion) to make this dream a reality. Says R S Roy, editorial director of the magazine Retail, which tracks the indust industry ry closel closely: y: "Mall "Mall develo developer perss have have him in mind mind before before they they start start constructing. His presence ensures footfalls and a premium for the mall."
Two Two year yearss ago, ago, no on onee took took Kish Kishor oree Biya Biyani ni seri seriou ousl sly. y. His His comp compan any, y, Pantaloon Retail, was seen as a one-man show. Biyani himself was regarded as unpredictable, and not a long-term bet. Today, he is the biggest retailer in India. In two years, Kishore Biyani has bounced back to become India's largest retailer.
MILESTONES TO SUCCESS:
1987 - Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, India’s first formal trouser brand.
1991 - Launch of BARE, the Indian jeans brand.
1992 - Initial public offer (IPO) was made in the month of May.
1994 19 94 - Th Thee Pant Pantal aloo oon n Sho hopp ppee – excl exclus usiv ivee mens menswe wear ar stor storee in franchisee format launched across the nation. The company starts the distribution of branded garments through multi-brand retail outlets across the nation.
1995 - John Miller – Formal shirt brand launched.
1997 - Pantaloons – India’s family store launched in Kolkata.
2001 - Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain launched.
2002 - Food Bazaar, the supermarket chain is launched.
2004 - Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ India’s first seamless mall is launched in Bangalore.
2005 – Fashion Station – the popular fashion chain is launched aLL – ‘a little larger’ – exclusive stores for plus-size individuals is launched.
2006 - Future Capital Holdings, the company’s financial arm launches real real esta estate te fund fundss Kshi Kshiti tijj and and Hori Horizo zon n and and priv privat atee equi equity ty fund fund Indivision. Plans Plans forays into insurance and consumer credit. credit. Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot and futurebazaar.com are launched across the nation. Group enters into joint venture agreements with ETAM Group and Generali
COMPANY PROFILE
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consum consumer er marker marker.. Headqu Headquart artere ered d in Mumbai Mumbai (Bomba (Bombay), y), the compan company y operates over 5 million square feet of retail space, has over 350 stores across 40 cities in India and employs over 18,000 people.
The compan company’s y’s leadin leading g format formatss includ includee Pantal Pantaloon oons, s, a chain chain of fashio fashion n outlets, Big Bazaar, a uniquely uniquely Indian hypermarket hypermarket chain, 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. futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, Collection i.e. selling home furniture products and E-Zone focused on catering to the consumer electronics segment. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space.
FUTURE GROUP:
Future Group is India’s leading business group that caters to the entire Indian consumption space. Led by Mr. Kishore Biyani, the Future Group
operates through six verticals: operates through six verticals: Retail, Capital, Brands, Space, Media and Logistics. Apart from Pantaloon Retail, the group’s 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, Sports Bar, F123 and Brew Bar. The group’s joint venture venture partners partners include French French retailer retailer ETAM group, US-based stationary products retailer, Staples and UK-based Lee Cooper. Grou Group p Comp Compan any, y, Plan Planet et Reta Retail il,, owns owns and and op oper erat ates es the the fran franch chis isee ee of international brands like Marks & Spencer, Next, Debenhams and Guess in Indi India. a. Th Thee grou group’ p’ss Indi Indian an join jointt vent ventur uree part partne ners rs incl includ ude, e, Mani Manipa pall Healthcare, Talwalkar’s, Blue Foods and Liberty Shoes. Futu Future re Capi Capita tall Hold Holdin ings gs,, the the grou group’ p’ss fina financ ncia iall arm, arm, focu focuse sess on asse assett management management and consumer consumer credit. It manages manages assets worth worth over $1 billion 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 superm supermark arket et format format,, Future Future Mon Money ey and soon soon plans plans to offer offer insura insurance nce products through a joint venture with Italian insurance major, Generali.
The group is currently developing over 50 malls and consumption centers across the country and has formed a joint venture company focusing on mall management with Singapore-based CapitaLand, one of Asia’s largest
property companies property companies Future Group’s vision is to, “deliver Everything, Everywhere, Every time to Ever Ev ery y Indi Indian an Cons Consum umer er in the the most most prof profit itab able le mann manner er.” .” Th Thee grou group p considers ‘Indian-ness’ as a core value and its corporate credo is - Rewrite
rules, Retain values.
Company’s vision: Future Group shall deliver Everything, Everywhere, Everytime for Every Indian
Consumer in the most profitable manner
.
Company’s Mission:
We shall shall infuse infuse Indian Indian brands brands with confidence confidence and renewed renewed ambition. 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.
PARTNER COMPANIES OF PANTALOON
1.
Home So Solutions Re Retail ((IIndia) Lt Ltd:
Home Solutions Retail (India) Ltd. Ltd. (HSRI (HSRIL) L) lead leadss the the grou groups ps fora foray y in the the ho home me impr improv ovem emen entt and and consum consumer er electr electroni onics cs retail retailing ing segmen segment. t. It caters caters to home home manage managemen mentt requireme requirements nts and products, products, including including furnishin furnishings gs and textiles, textiles, furniture furniture,, consumer electronics, home electronics and home services. It operates retail format formatss like like Home Home Town, Town, Furni Furnitur turee Bazaar Bazaar,, Collec Collectio tion n I, E-Zone E-Zone,, and Electronics Bazaar.
2.
Future Capital Holdings :
Future Capital is the financial arm of the group and is involved in asset management (both private equity and real estate estate funds) funds) with with plans plans to get into into other other financ financial ial servic services es includ including ing insurance, credit and other consumer related financial services. Its associate companies are Kshitij Investment Advisory Co. Ltd., Indivision Investment Advisers Ltd., and Ambit Investment Advisory Co. Ltd.
3.
Indus league clothing Ltd. :
The group owns a majority stake in Indus League Clothing Ltd., one of the leading apparel manufacturers and marketers in India. Some of its leading brands include Indigo Nation, Scullers, Urbana, Urban Yoga and Jealous
4.
Gala alaxy En Ente tert rta ainm inmen entt Cor Corpo pora ratte Ltd Ltd.. :
The group owns a stake in Galaxy Entertainment Corporate Ltd. that operates chains like Bowling Company, Sports Bar and Brew Bar.
JOINT VENTURES COMPANIES
1.
Planet Retail Holdings Lt Ltd. :
The group is a joint venture partner in Planet Retail Holdings Ltd., which operates sports, lifestyle and leisure retail chain. It also owns the franchisee and distribution rights of brands like Marks & Spencer, Guess, Debenhams and Puma in India.
2.
Footmart Retail:
Footmart Retail is a joint venture with Liberty Shoes and is engaged in the retailing of footwear products in India.
3.
Capital Land Retail India:
The group is a joint venture partner in CapitaLand Retail India, along with Sing Singap apor oree-ba base sed d Capi Capita taLa Land nd Limi Limite ted. d. Th Thee comp compan any y prov provid ides es reta retail il management services to retail properties owned or managed by various group companies and investment funds.
LINE OF BUSINESS
e – telling
Futurebazaar.com offers the widest range of products at ‘lowest prices – everyday!’ Having pioneered the retailing business in India, PRIL has now decided to revolutionize the consumer e-commerce business in India. It intends to pro provi vide de cust custom omer erss with with a stre stream amli line ned, d, effi effici cien entt and and worl world d clas classs personalized shopping experience, which will be supported with the best technology platform.
Buying products is a 3 step simple process. All one has to do is Search, Register and Buy. Here you can expect a shopping experience akin to shopping at an actual bazaar but with added simplicity & everyday low prices and an assurance of 'your product' will be delivered within 7 days of purchase. We are proud proud to inform you that Future Bazaar Bazaar has been named as the Best Indian Website 2007 in the Shopping category by PC World. Future Bazaar won the top spot after beating other established players like Rediff, Indiatimes, Sify, ebay, Indiaplaza, Chennai Bazaar and India Mall. The award was presented to Future Bazaar for its "decent, no-nonsense approach, while providing a good shopping experience".
2.Food
Brew Bar: The Brew Bar is a classy classy and refined; yet reasonable reasonable an
egalitarian a bar with loads of bonhomie.
Café Bollywood Bollywood: Indian Indian street street food but with assurance assurance of highest highest
levels of hygiene and quality.
Chamosa Chamosa: Chamosa Chamosa is a branded branded chain, chain, which sell the local Indian
snack combination of tea and samosas.
Food Bazaar: Life is all about good taste and food bazaar aims to
ensure the same. With the low prices, a wide selection of products and guaranteed freshness, you are bound to find it irresistible.
Sports Bar: A bistro focused on the world of sport, the Sports Bar is
complimented with an unrivalled ambience.
3.Fashion:
ALL: Shop big and shop for big, coz fashion just got a little larger!
Fashion for plus plus size people.
Big Bazaar : If value for money is what drives your purchase; there
can be no better place for you other than Big Bazaar.
Blue sky : Accessories like never before....get the best in sunglasses
and watches at your kind of prices.
Central : A showcase, seamless mall for all your needs. n eeds. Located Loc ated in the
heart of your city, Central invites you to Shop, Eat, and Celebrate.
Fashion station : Fashion Station takes fashion a notch higher in the
value segment... for the ones who have an eye for it.
Giny Giny & Jony Jony: Gini Gini and and Jony Jony is a life lifest styl ylee bran brand d with with a radi radica call
approach to kids’ fashion. The brand caters to an age group of 2 to 16 years, that is uber chic, style conscious and stresses on a “head to toe” fashion concept.
Navaras: Navaras is a fine 22 carat pure gold and diamond jewellery
brand, retailed from Big Bazaar stores.
Lee Lee Coop Cooper er: Rega Regard rded ed as a bran brand d that that is fun to wear wear and and be
associated with, with, Lee Cooper Cooper offers the entire entire range of lifestyle lifestyle products products in fashions category for young men and ladies.
Pantaloons: Today a leader in fashion... Promises Fresh Fashion for
the young and trendy.
Top To p 10: To Top p 10 is base based d on the the conc concep eptt of the the ever ever po popu pula lar r
countdown shows, where the trendiest styles get ranked from 1 to 10; the highest selling item gets the highest ranking!
BOARD OF DIRECTORS MANAGING DIRECTOR :
Mr. Kishore Biyani is the Managing Director of Pantaloon Retail (India)
Limited and the Group Chief Executive Officer of Future Group.
WHOLE TIME DIRECTOR :
o
Mr. Gopikishan Biyani.
o
Mr. Rakesh Biyani.
o
NON- WHOLE TIME DIRECTOR :
Mr. Ved Prakash Arya.
INDEPENDENT DIRECTORS:
o
Mr. Shailesh Haribhakti.
o
Mr. S Doreswamy.
o
Dr. D O Koshy.
o
Ms. Anju Poddar.
o
Ms. Bala Deshpande.
o
Mr. Anil Harish.
TERMS OF REFERENCE
The time period given for the tie-ups for the Green
Card Customer Loyalty Program, Denim Exchange and EOSS i.e. End of Season Sale was was a short span of time i.e. Just 20 Days.
The marketing activity was restricted to Pune region
only.
There was no monetary stipulation for the Project
only traveling allowances were given.
We were asked to present the findings on the Excel
sheet or on the word.
RESEARCH METHODOLOGY METHODOLOGY
Research is an organized and systematic way of finding answers to questions
SYSTEMATIC because there is a definite set of procedures and steps
which you will follow. There are certain things in the research process which are always done in order to get the most accurate results. ORGANIZED in that there is a structure or method in going about doing
research. It is a planned procedure, not a spontaneous one. It is focused and limited to a specific scope. FINDING ANSWERS is the end of all research. Whether it is the answer to
a hypothesis or even a simple question, research is successful when we find answers. Sometimes the answer is no, but it is still an answer. QUESTIONS are are cent centra rall to rese resear arch ch.. If ther theree is no qu ques esti tion on,, then then the the
answer answer is of no use. Research Research is focused focused on relevant, relevant, useful, useful, and important important questions. Without a question, research has no focus, drive, or purpose.
DATA COLLECTION METHOD
The methodology adopted for data collection for the marketing activities i.e. the tie-ups with
Restaurants Pubs
Saloons Laundries Soci Societ etie iess etc etc was was Prim Primar ary y Meth Method od beca becaus usee all all this this was was do done ne by
meeting personally talking directly face to face or it can also be called as Personal Interview method.
SAMPLING
Sampling method used was Stratified Sampling.
STRATIFIED SAMPLING
In stratified sampling the entire population is divided into number of strata like income, sex education education etc .A random random sample is then drawn from each strata such that size of sample drawn from each strata is proportional to size of strata. Time required for this sampling method is low. Lower sample size is required for this sampling and the cost involved is average. Sampling Method used was stratified method because the entire Pune city was divided into different strata’s and then we had to take the sample of only A+ Restaurants, saloons, Pubs, laundries and societies etc.
SAMPLE SIZE
Sample size was 75 including all restaurants, laundries, saloons, societies, pubs etc.
SAMPLING PERIOD
Sampling Period given was just 20 days for all Green Card Customer Loyalty Program also for the EOSS.
QUESTIONNAIRE
PANTALOONS CONSUMER STUDY - PART OF GP (SHREY & AMRIT) WHAT IS YOUR NAME þÿ
WHAT IS YOUR GENDER MALE FEMALE WHAT IS YOUR AGE 0 to 20 20 to 30 30 to 40 40 plus WHAT IS YOUR MONTHLY INCOME RANGE less than 25,000 25,000 - 50,000 50,000 - 75,000 75000 plus HOW OFTEN DO YOU SHOP AT PANTALOONS ALMOST MONTHLY QUATERLY ALMOST EVERY 6 MONTHS YEARLY
WHAT IS YOUR AVERAGE SPENDING AT THE STORE less than 500 500 to 1000 1000 to 1500 1500 to 2000 2000 plus WHICH OF THE FOLLOWING SERVICES WOULD YOU LIKE TO BE INCORPORATED IN OUR STORE STYLING COSULTANCY KIDS PLAYING AREA HOME DELIVERY AFTER ALTERATION ARE YOU READY TO DISBURSE EXTRA AMOUNT FOR STYLING CONSULTANCY YES NO IF SO, HOW MUCH less than 50 50 to 100 100 to 150 150 plus ARE YOU READY TO DISBURSE EXTRA AMOUNT IF WE PROVIDE YOU WITH THE KIDS PLAYING AREA YES NO IF SO, HOW MUCH less than 50 50 to 100 100 to 150 150 plus ARE YOU READY TO DISBURSE EXTRA AMOUNT FOR HOME DELIVERY AFTER ALTERATION
YES NO IF SO, HOW MUCH less than 50 50 to 100 100 to 150 150 plus WHICH OF THE FOLLOWING STORES DO YOU FIND MOST ACCESSIBLE PANTALOONS SHOPPERS STOP WESTSIDE ANY OTHER
