Marketing Strategy Pantalooonnnnn2222
Marketing Strategy Pantalooonnnnn2222
Marketing Strategy Pantalooonnnnn2222
INTRODUCTION OF PANTALOONS 3
ORIGIN OF PANTALOONS 5
VISION & MISSION 8
BOARD & MANAGEMENT TEAM 9
FUTURE GROUP 10
POST PURCHASE BEHAVIOR 12
BUSINESS PROFILE 13
FUNCTIONAL AREAS 14
STORE STRUCTURE 15
PRODUCTS OVERVIEW 16
SERVICES OVERVIEW 17
MARKETING MIX 18
STP ANALYSIS 21
SWOT ANALYSIS 22
STRATEGIES 23
BUSINESS PROCESSES 26
PANTALOONS CULTURE 30
LEADERSHIP 31
CORE VALUES 32
BOOMING OF APPAREL RETAIL INDUSTRY 33
MARKETING STRATEGY OF PANATALOON 34
PRODUCT 41
LOYALTY PROGRAM BASICS 55
BENIFITS OF LOYALTY PROGRAM 57
AWARDS 58
COMPETITORS OF PANTALOONS 59
1
MAX RETAIL 62
LITERATURE REVIEW 66
OBJECTIVES 70
RESEARCH METHODOLOGY 71
.RESEARCH METHODOLOGY 72
RESEARCH DESIGN 73
DESCRIPTIVE RESEARCH DESIGN 74
SECONDARY DATA 77
DATA ANALYSIS INTERPRETATION 78
FINDINGS 91
LIMITATIONS 92
RECOMMENDATION 93
CONCLUSION 94
BIBLIOGRAPHY 95
APPENDIX 96
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INTRODUCTION OF PANTALOONS
Pantaloons Retail Limited, is a large Indian retailer, part of the Aditya Birla Group,
and operates in multiple retail formats In both, value and lifestyle, segments of the
Retail (India) Limited, was a large Indian retailer, part of the Future Group, and
operates in Multiple retail formats in both, value and company had over 1,000 stores
across 71 cities in India and employs over 35,000 people, and as of 2010, it was the
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town,
3
Aditya Birla Group ( PARENT GROUP OF PANTALOONS)
Industry Conglomerate
Founded 1857
Website www.adityabirla.com
4
ORIGIN OF PANTALOONS
The first Pantaloons was 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 while at the same time
introduced its own 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. Today, the fashion store extends to almost all the major cities
across the country. Pantaloons have established its presence with stores not just in the
metros, but also in smaller towns. Today there are around 46 Pantaloons store across
the country.
It is led by its flagship enterprise, Pantaloons Retail, the group operates over 12million
square feet of retail space in over 71 cities and towns and 65 rural locations across
India.Pantaloons are among India's largest chains of fashion stores. Pantaloons Fresh
Fashion, with its focus on 'fresh look, feel and attitude' offers, trendy and hip
collections that are in sync with the hopes and aspirations of discerning young and
'young-at-heart' consumers.
5
Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how
shop for the latest in fashion apparel and accessories throughout the year in an
company offers chic and trendy fashion to meet their ever- changing needs.
Pantaloons reflects the ideology of always keeping alive the 'newness factor' through
fashion apparel and accessories that are visually appealing and fashionably upbeat.The
first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in
1997. Over the years, the brand has undergone several transitions and re-invented
itself to bring forth compelling trends and styles catering to the evolving fashion hub.
Since its inception, Pantaloons progressed from retailing just a mix of brands to its
very own popular private labels as well, designed by the in-house Design Studio. With
a sharp focus on bringing the latest in fashion, the Design Studio combines its prowess
in design and aesthetics to present styles that keep the consumer fashionably dressed
each season.
Initially positioned as a store catering to the fashion needs of the entire Pantaloons has
transitioned to a fashion and lifestyle brand with an emphasis on youth and a focus on
designs that are inherently in sync with current fashion trends. This compelling
combination has helped Pantaloons retain its place on the style radar of every
categories that range from western to Indian wear, formal to party wear and active
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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
much more. With a chain of 75 fashion stores across 38 cities and towns, Pantaloons
is constantly extending its foot-prints into the rest of modern India. A Pantaloons
7
VISION & MISSION
GROUP VISION
GROUP MISSION
large.
8
BOARD & MANAGEMENT TEAM
Mr. P. Murari
MANAGEMENT TEAM
Mr. Shital Mehta, Chief Executive Officer, Pantaloons Fashion & Retail Ltd.
Mr. Manoj Kedia, Chief Financial Officer, Pantaloons Fashion & Retail Ltd.
9
FUTURE GROUP
Future Group was established in 1981 and over the past decades has evolved from a
Headquartered in Dubai with offices in London and New York and business hubs
worldwide, Future Group today is a holding company that oversees 30 privately held
companies across four core sectors spanning five continents. Under the Group's
leadership those companies now employ over 5000 people and had a collective
turnover of nearly USD$1 billion in 2009.Since its inception Future Group has
realized its vision through greenfield ventures and acquisitions as well as vertical and
Future Group has three core segments; Operating Businesses, The Investment Group
and The Family Office. The corporate leadership team at Future Group has direct
responsibility for the supervision, governance and strategic support across all three.
The team's fundamental ethos is to lead through others. This philosophy has been
evolved into the leveraging of a multitude of talent across the divisions to better
We believe that our people are our greatest asset. We pride ourselves on attracting and
retaining world class leaders to help realize our Vision and continue to build upon our
success. Selecting those who share our vision and represent the best of breed in
management and workforce, has catapulted us into a highly dynamic enterprise with
10
both global reach and impact. Within Future Group we strive to secure not just the
Tanzania, Thailand
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POST PURCHASE BEHAVIOR
After purchasing the product and services the consumer will experience some
level of satisfaction or dissatisfaction with the product and services that will
probability of buying the product the next time, satisfied customer will say good
thing about the product, proving the statement that "satisfied customer is the best
advertisement. A dissatisfied customer may take some action against it. They
purchase behavior marketers can pick up many clues as to how to meet buyers ne
12
BUSINESS PROFILE
Industry Retail
Founded India
Headquarters Mumbai
Supercenters
Employees 35,000
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FUNCTIONAL AREAS
1st Floor:
Men- Casual, Formal, Occasion wear, Accessories, All the plus size zone, Planet
2nd Floor:
Fragrances
Women Ethnic
Cosmetics
Jewelry
Fashion Accessories
CSD
Baggage Counter
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STORE STRUCTURE
STORE MANAGER
-
WARE HOUSE MANAGER (WAREHOUSE ASSISTANT)
-
CSD MANAGER (CSD ASSISTANT)
-
DEPARTMENT MANAGER (FASHION ASSISTANT)
-
VISUAL MERCHANDISER (MERCHANDISER ASSISTANT)
OPERATION MANAGER
HEAD CASHIER-(CASHIER)
ADMINISTRATION MANAGER
MARKETING MANAGER
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PRODUCTS OVERVIEW:
like
Casual wear
Ethnic wear
Formal wear
Party wear
Sport wear
Fragrances
Jewelry
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SERVICES OVERVIEW
Welcome customers with Smile and Namaste.
Baggage counter.
Sitting facilities.
Feedback system.
17
MARKETING MIX PROCESS AT PANTALOONS
The Marketing mix of Pantaloons discusses the 7Ps of Pantaloons or the service
marketing mix of Pantaloons. Pantaloons is a leading retail chain in India.
1. Product:
E-commerce: Pantaloons website Futurebazaar.com has revolutionized the e-
commerce business in India. It offers a wide range of products at affordable prices.
Food: In food business, the group offers a host of options.
Food Bazaar a chain of large supermarkets; Brew Bar a beer
bar; caf Bollywood a national chain of eateries; Chamosa a pan-Indian chain of
snack counters, and Sports Bar a bistro focused on the world of sports.
Fashion: The group offers a variety of options in fashion. Its brands include aLL, Blue
Sky, Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10.
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General Merchandise : Options Include: Big Bazaar , Shoe Factory, Brand Factory,
Navaras, KBs FairPrice , Central, Blue Sky
Leisure & Entertainment: Options are: Bowling Co. state-of-the-art premium family
entertainment centre, offering multiple, novel and unique leisure and entertainment
options; F 123 offers a wide range of gaming options ranging from bowling and
pool to redemption and interactive video games to bumper cars.
Wellness & Beauty: Options are: Health Village a state-of-the art spa and yoga
centre; Star & Sitara: Beauty salon for men and women; Tulsi provides access to the
best allopathic, ayurvedic and homeopathic medicinal products; Turmeric offers
beauty products like colour cosmetics, fragrances, herbal and specialty skin items, hair
products and bath accessories.
Books & Music: Future Groups brand Depot offers Books, CDs, and stationery
items.
2. Price:
Pantaloons India has brought a whole new revolution when it comes
to pricing strategies, which is evident through the success of its Big Bazaar and Food
Bazaar outlets.
3. Place:
The company operates over 12 million square feet of retail space, has over 1000 stores
across 71 cities in India and 65 rural cities with taking over Aadhar(). It plans to take
up floor space of 30 million square feet by 2011.It has plans to open over 3000 new
stores by 2010. It is targeting the Tier-2 and 3 cities which has a huge unleashed
potential.
4. Promotion:
They use magazines, newspapers, television, radios , hoardings, internet etc for
promoting the brand . They have joint ventures and alliances with many companies to
promote the brand.
Seasonal Discounts , Sales Discounts during Festivals are offered to attract
consumers.
5. People:
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At the senior management level, the group hired high profile executives from reputed
organizations like Goldman Sachs , Coca-Cola India, PRIL also tied up with a few
management schools to create a management talent pool for the lower levels.
Best Employers in India (Rank 14th) in the Hewitt Best Employers 2007 survey.
The company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers.
6. Processes:
Pantaloons Retail has implemented SAP with an investment of $10 Million in keeping
pace with the technology and it is currently in the process of setting up a SAP
consultancy software. SAP will be helpful in building robust transaction management
system and
7. Physical Evidence:
It has a huge list of awards, recognition in its kitty like Most Admired Fashion Group
Of The Year, Most Admired Food & Grocery Retailer Of The Year , Most Admired
Food Court , Most Admired Retailer of the Year, ,Most Admired Food & Grocery
Retailer of the Year Supermarket
It is the pioneer in the retail industry and it believes in developing strong insights on
Indian consumers and building businesses based on Indian ideas, as espoused in the
groups core value of Indianness. The groups corporate credo is, Rewrite rules,
Retain values.
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STP OF PANTALOONS
When Henry Ford famously told his management team in 1909 that, Any customer
can have a car painted any color that he wants so long as it is black, about the
Model-T, little did he know that he was tinkering with human psychology that would
lead to failure, instead of capitalizing on the initial success. Mr. Ford could afford the
only black color till competition grew and eventually he had to discontinue the car
after 1927. STP has since then become the cornerstone of many companies looking to
launch a new product or re-define their product lines.
As the human tastes grew into more niche categories and people started looking for
that specific product that is exactly the best one for them, the marketers dug deeper
to understand the human psychology and the whole process of buying behavior. This
lead to the theory of segmentation, wherein the whole market is divided into
segments to determine which kinds of customers actually exist. The
segment/segments selected meticulously and then targeted by using various
marketing tools appropriate for that category. The final stage, positioning, refers to
the implementation plan adopted by the company to differentiate its product in the
selected segment and use marketing effectively to promote it.
By this article I want to bring to focus how some companies have stupendously tapped
on this marketing concept and some havent used it extensively which has lead to
downfall. What follows is an insight on how to use it effectively.
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SWOT ANALYSIS
This analysis helps in pointing out the objective and flow of business
Strength: Weakness:
High in price
Opportunity: Threats:
Interest of youth.
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STRATEGIES
The company observes retail customer trend and changing consumption tastes. Organizationis
customer driven opposed to product driven .Company is very conscious about culture
andregional consumption pattern. Strategies change frequently due to orient to the customers
needs.The continues of learning, unlearning and relearning is applied to update the quick
changing strategies across the organization. As Kishore Biyani MD Pantaloon retail India
LTD saysRetail is like riding bicycle. In uphill if you stop pedaling you will slide down.
The statementexpress the need of continues learning process to form the strategies. Based on
analysis its business strategies can be categorized in 3 major groups. They are
Diversification strategy
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DIVERSIFICATION STRATEGY
The company started its business as textile manufactures but growth in modernorganized
retailing attracted the company to switch diversify to the next consumption pattern.The
company diversified and acquired a large business in organic and inorganic way. Butcompany
did not forget ripe its strategy and values in the diversified company.In every new business
Thecompany in latter stage organized to support each other by physical material flow if
required.
Future group has diversified its business keeping the retiling as common goal. To set
andconcentrate on one stratum is main objective of this strategy. Each business is set to
operate ondefined strata. Company has divided Indian customers in three different groups.
INDIA ONE,INDIA TWO, INDIA THREE. Each has different values, products and quality
14%.Till recenttimes the modern retiling formats is offered for this class. According Maslos
theory of hierarchy the 14% people and Esteem needs in the pyramid. For thisclass pantaloon
patterned Future bazaar, E zone, Central, brand factory, Home town and star Galaxy
entertainment.INDIA TWO or the serving class it includes people like house hold helpers,
office peonetc. This is the people who make service INDIA ONE class. The population of this
class is morethan 30%. In the needs hierarchy they are located in for Social and security
.Earning capacity of this class is 60% lesser than INDIA ONE. For this class as the big
bazaar, Food bazaar, Futuremoney and other retail formats are presented.INDIA THREE or
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struggling class. The class led life on hand to mouth existence. Theycan afford for beater
living style. This segment doesn contribute much in the contributioncycle. The need of the
segment is local as they are finding it cheaper. The present business modelis not addressing
this class.Figure 3 shows change in consumption patter by different class in 2001-02 and
2007-08.INDIAONE has changed from 25% to 35% normally the total profit in this segment
will comparatively20% more than they are sold in next segment. As ambiance is factor and
other pleasuring nonvalue added services are necessary. INDIA TWO has not changed it
The retail chain by pantaloon in all business patterns tries to achieve maximum market share
in all the products or service it provides .The Company does not bothers about short
term profit or loss by a strategy. This are considered as learning. The business will sell at
marginal profit some times to attract the new customer who will prove potential customers in
future. The strategy achieved by focusing pricing factors in INDAI TWO and on service and
PRICING STRATEGIES
Pricing is strategy used by Pantaloon retail chain to attain maximum market shares. The
company offers numerous schemes to attract the new customer as well as to retain the present
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BUSINESS PROCESSES
Pantaloons Retail Limited, a leading retailer, is the flagship company of the Future
Lifestyle and Value formats through multiple delivery mechanisms and lines of
business - some of them being, fashion, food, general merchandise, home, leisure and
about 331 stores in over 40 cities across the country, constituting 5 million square feet
of retail space.
The company caters to the Lifestyle segment through its 31 Pantaloons Stores and 4
Central Malls, as well as its other concepts. Retail Ltd share the vision and belief that
customers and stakeholders shall be served only by creating and executing future
Ltd will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments for classes and for
masses.Pantaloon Retail Ltd shall infuse Indian brands with confidence and renew
Pantaloons Retail Ltd shall ensure that positive attitude, sincerity, humility and united
Ltd inspires trust through innovative offerings, quality products and affordable prices
that help customers achieve a better quality of life every day.Pantaloon Retail Ltd.s
26
manifesto encourages them to explore unexplored areas and write new rules to create
Pantaloons Retail Ltd.s board of directors decided to expand their business as it was
one of companys many goals. They went ahead and decided to expand brand
availability at their stores and open new outlets. They decided to increase brand
availability at their stores by adding life-style products and fashion products brands to
their brand catalogue with an approach to increase sales 25-30%.Pantaloon Retail Ltd
also decided to increase its chain of stores by penetrating into tier 1 and tier 2 cities.
Companys management team had to decide how to reach to more consumers, how to
expand and penetrate Indias big market. They had to decide the best way to expand
Retail Ltd.s top management decided to expand companys business by building new
stores to penetrate new markets and increase brand catalogue available at stores to
attract customers.
To plan this management committee had meetings and came out with an idea to fulfill
money requirement by filing IPO and generate RS 1200 crore.Now they planned about
new brands to be added to existing stores and build new stores to expand business.
Now the detailed planning phage began ie planning about brands, operations,facilities,
management team had to plan for running the new stores as well as existing stores,
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With these ideas to expand the important issue was to increase the wealth of
generated by IPO .After time new stores are built and new brands were added to
existing brand catalogue ,company had to decide how to direct operational activities,
how much cash in hand require to facilitate the new stores, to pay for maintenance
,supplies and other operations. Payroll, utility bills, maintenance charges, products
requirements, Day to day expenses and other operational activities come under
management process. By the direction of management team, all the requirements are
fulfilled and money and manpower is allotted and direction of these activities on daily
Controlling Pantaloons Retail Ltd.s Management ensured that the company operates
in the intended manner and achieves its goals. Pantaloons Retail Management Ltd
And Management Accountants worked side by side, in cross functional teams with
The new stores are built and started operating, now after some years management team
processed that the companys idea of sales growth and market expansion was working
and it looked that management process achieved its goals of growth. Results of well
managed and performed management process: The new brand catalogue benefitted the
sales or market penetration strategy succeeds, these issues are considered under the
process of controlling. Pantaloons Retail Ltd, after 2 years of the strategic process of
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decision of adding new brands to catalogue and expanding business, with plan to raise
money by IPO and planned operational activities Pantaloons Retail Ltd found that the
measures it took resulted in increasing business and Goal of 25% increase in sales
achieved.
The Management process determined that they achieved the target growth and their
idea of expansion and the idea of increasing brand catalogue worked, by these
Pantaloons retail and they were able to meet the expectations, and achieved the goals.
identify the various segments of their customer base to create strategies that keep their
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PANTALOONS CULTURE
The cordial environment makes the workplace ambience congenial and an enjoyable
experience, resulting in a group of happy and content employees who work with
Employees are empowered to tailor their work around their lives while delivering
quality results at all times. Pantaloons hones the inherent skills of its employees by
employee is offered an all around growth path, based on the maxim: Together we can
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LEADERSHIP
me means leadership in its highest form, such that it transcends the trappings of
hierarchies, authority, power, as well as, formal and informal systems of reward and
taking people on an all-together different plane. At the same time though, few great
leaders follow a path deliberately designed to make them popular. Nor do they
On the contrary, they ask for sacrifice, for 'blood, toil, tears and sweat'. Nor do great
leaders always score high on charisma, as we normally think of it. And surprisingly,
many leaders don't even have a platform that automatically leverages them with the
power and the authority. Rather, their influence derives from their idea, their
conviction, The example they set, and their extraordinary ability to mobilize people
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CORE VALUES
Acting and taking decisions in a manner that is fair, honest, and following the highest
stakeholders. In the process, taking ownership of our actions and decisions, those of
our team and that part of the organization that we are responsible for them.
Passion:Energized action.
A missionary zeal arising out of emotional engagement with the organization that
makes work joyful and inspires each one to give our best. Relentless pursuit of goals
and objectives with the highest level of energy and enthusiasm, that is voluntary and
Spontaneous
Thinking and working together across functional silos, hierarchies, business and
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BOOMING OF APPAREL RETAIL INDUSTRY
In india the retailers plays vital role in selling goods to the ultimate customer and day
by day number of retailers are increasing tremendously and ultimate end users are
The apparel retailers try to adopt change with new fashion and promotional activities
to ultimate customers now a days many franchise apparel retail store are being
increased and so that number of stores are increasing easily and retaining a customer
by apparel retailers are becoming very difficult and in order to retain customers now
top apparel retail giant like pantaloons, lifestyle, globus, shopper stop, Westside and
many more apparel retailers try to retain customer using various customer program
because relationship with customer is more important or else they may move easily to
The India Retail Industry is the largest among all the industries.The Retail Industry in
India has come forth as one of the most dynamic and fast paced industries with several
players entering the market. But all of them have not yet tasted success because of the
heavy initial investments that are required to break even with other companies and
compete with them. The India Retail Industry is gradually inching its way towards
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MARKETING STRATEGY OF PANATALOON
Future Group focuses most in the retail segment and most of its businesses are
built around the same. Future Group's retail network operates 1,000 stores for
more than 200 million Indians in 73 cities and 65 rural locations across the
country in 16 million square feet of retail space.
Some of the most popular retail chains of India like Pantaloons (chain of
fashion destinations), Big Bazaar (hypermarket chain), Food Bazaar
(supermarket chain) and Central (chain of seamless destination malls) Brand
Factory, Planet Sports, ALL, Top 10 and Star and Sitara are managed by Future
group. India's most popular online shopping portal www.futurebazaar.com is
also owned by the Future Group.
Home building and home improvement products and services are also led
through the group's formats, like the Home Town (large-format home solutions
store), Collection i (formats specialized for home furniture and home
furnishing) and Furniture Bazaar and consumer electronics through eZone and
Electronics Bazaar.
Aadhaar, India's leading rural retailing chain has a presence in more than 65
rural locations. It acts as a complete solution provider for the Indian farmer.
Pantaloon Retail (India) Limited is one of the leading retailers in India. Mr.
Kishore Biyani, is the founder and is famously known as India's "King of
Retail". Pantaloon has revolutionized the retail fraternity. With it's headquarter
in Mumbai, Pantaloons operates multiple retail formats in value and lifestyle
segment. Pantaloons plans to increase it's retail space to 30 million sq. ft. by
2011. PRIL is sub-divided into:
34
E-commerce
Fashion
Varieties of options are available in this section like Top 10, Central, Blue Sky,
Etam, Fashion Station, Gini, Jony, Navaras and ALL.
2006 - Image Retail Awards for Best Value Retail Store, Best Retail
Destination, and Best Food & Grocery Store.
The Black hole model is also known as The Retail EST Model. It was
developed by J.C Williams Group. According to this model a retailer can win if
he is the best in one of the several retail offerings i.e to say that the company is
clearly positioned in one or more preferred locations to win and hence they are
35
the strategic differentiators. The losers gravitate to central position, are not best
at anything and are sucked into the black hole of retailing
"We have a store opening virtually every fortnight; I have lost count now of
how many I have opened"
Kishore Biyani
Big Bazaar is a unit of Pantaloon Retail (India) Ltd and caters to the Great
Indian Middle Class. It is like an Indian bazaar or mandi or mela, the
environment created by traders to give shoppers a sense of moment. The
personality of big bazaar is one of an entity being authentically "no-frills". The
personality of the brand is self expressed by its tagline -
Food Bazaar format was added as Shop-In-Shop within Big Bazaar in the year
2002. Big Bazaar and Food Bazaar blend the look, feel and touch of Indian
Bazaar with modern retail concepts of choice, convenience and quality.
TARGET AUDIENCE
Higher and upper middle class customers are the target segment of Big bazaar.
Another preferred customer segment is the young and growing population of the
country.
36
Big bazaar primarily targets the women folk and home makers who they feel are
the primary decision makers.
CORE COMPETENCIES
Has a strong supply chain spanning one thousand five hundred cities and towns
in India.
Big bazaar has tie ups with world leaders in logistical services.
Big bazaar has created a helpline for solving the queries of customers.
STRATEGIES:
Minimize operating expenses by employing fewer floor staff -single person for
every 500 sq ft.
37
Ensuring enough pull to snatch away customers from the neighbourhood.
untitleduntitled
STRATEGIC ANALYSIS
SWOT-BB
PEST ANALYSIS
Problems of getting subsidy from Octrai and on different taxes like land, water
taxes
38
Easing restrictions on FDI by the government leading to easier import of foreign
consumer goods, thereby bringing variety to the Indian market place.
Economical:
India is one of the fastest growing economies, next only to China (7-7.5% GDP
growth rate).
Retail Industry to grow leaps and bounds by 2015 due to the consumption
driven economy of the country.
Increased emphasis on infrastructural growth in the current 5 year plan will help
reduce some of the bottlenecks in the retail segment.
Socio-Cultural Factors:
Technological:
39
Porter's Five Forces Model
Por
40
PRODUCT
Price
The tag-line of Big Bazaar is "Is se sasta aur accha aur kahin nahi". The model
on which Big bazaar works is one of 'economies of scale'. "Maximum Market
Share" (market penetration pricing) is the major objective of pricing at Big
bazaar.
Place
Big-bazaar has a pan India presence with more than seventy-five outlets spread
across fifty cities. Big Bazaar has presence in almost all the major Indian cities.
Kishore Biyani is very aggressive when it comes to expansion plans of Big
bazaar. As per Biyani, the cost of real estate should preferably be less than 5%
of total sales of store if one wants to provide maximum benefit to customers.
Securing spaces before other retailers join in has been a strategic decision of Big
bazaar which has resulted in cost-saving.
Promotion
Many novel cross sell and upsell strategies have been developed by Big bazaar
in Indian retail market. Big Bazaar uses various promotional techniques such as
"saal ke sabse saste teen din", Future card, Shakti card, using M.S.Dhoni as
brand ambassador, Exchange offers such as 'junk swap' offer, POP promotions.
41
Print media, TV, Radio (FM) and road-side bill-boards are some of the many
means used by Big bazaar for advertizing and effective communication.
People
People are considered to be one of the key assets in any organization and their
importance is even more profound in the service sector. Big bazaar's staff
possesses some salient features such as: -
Multiple payment counters, availability of store's staff for keeping baggage and
presence of security guard at every gate.
Process
Some of the salient features of dispatch and purchasing area of goods include : -
Trolleys are available for carrying purchased items & sufficient nos of counters
for easy check-out are present.
Physical Evidence
The staff has standardized dress code to improve the overall appearance of the
store (atmospherics).
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Aggressive Marketing: Promotions
The promotional activity of the company, which says 'Nobody Sells Cheaper
and Better!' has differentiated Big-Bazaar (as a brand) in the minds of the
customer. The punch-line has made its place in minds of customer. As the
competition is becoming stiff in the market the activities conducted by the
company are unique, that have brought fruitful result to the company. Among
them sales Promotions is one of the leading activity or unique among all other
activities & has high influence on the customer walk-in.
As sales promotions is the major force for Big-Bazaar, Big Bazaar take it very
seriously & especially during festivals & special occasions by focussing
aggressively on psychological & emotional promotion strategies as per the
demographic profile of the various consumers.
According to Ashni Biyani, 23, a team is set up six months ago comprising
experts on Indian mythology and religion, retail and even an expert on "days",
"seriously targeted" one-third of the 150 auspicious days in the Hindu calendar.
They map all the communities in India on how they shop and how these
calendars work. They focus to understand intuitively, their customs, their
rituals, adding that this is the part of a larger strategy to engage customers and
to attract "that India which lives in the deep-rooted communities".
The best watershed for brand Big Bazaar was the introduction of the "Sabse
Sasta Din" in January 2005, when the Indian Republic Day holiday was utilized
43
to make sure that hordes of consumers descended on all Big Bazaars across the
country to buy all kinds of household items - cheap. There were scenes of
customers actually vigorously fighting over items in-store & long queues were
seen in the store.
Big Bazaar like previous years, attracted large crowds during its three day 'sales'
event called 'Sabse Saste 3 Din' organised to celebrate the Republic Day.
Depending on the results, the event is sometimes extended to 5-6 days as it
happened in 2008.
The promotional event being organised by Big Bazaar every year has assumed
great significance over the years. A large number of customers look forward to
this event as hefty discounts on a range of products are offered to the customers
in partnership with the retail chain's vendors on this occasion.
This is, perhaps, the biggest sales event being organised by any retailer in the
country. Big Bazaar, which sold merchandise worth Rs 140 crores in 2007,
garnered revenues of over Rs. 280 crores during the year 2008 & the growth
still continues unexpectedly.
As mentioned by Kishore Biyani, the whole focus is "low margins & pushing
volumes" aggressively during these times which make the Big-Bazaar stick to
its core Brand-Personality.
One of the most popular events Wednesday Bazaar presents terrific offers and
irresistible discounts on majority of the products.
The Concept was to aim at giving the homemakers the power to save the most
on this day of the week.
44
Even on weekends when the footfall is the highest, eye-catching offers and
discounts are promoted. The weekend promotions differentiated from the
Wednesday bazaar in terms of the offers & cross-selling and not on reducing the
price of a particular product.
This way they were able to differentiate both the concepts & focus on avoiding
confusion while promoting it to the consumers and also attract different type of
consumers during these durations.
Monthly Bachat Bazaar: Big Bazaar understands clearly the habits of Indian
consumers. In Monthly Bachat Bazaar the prices are reduced at the start of
every month in order to target those consumers who bulk purchase the products
and especially the commodities every month.
Reinforcing Big Bazaar's USP of value proposition, "Is se sasta aur accha kahin
nahi" scheme was launched. The challenges promise to offer twice the price
difference, if the cost of any of the item found in the store is found to be higher
than the market price.
45
This doesn't mean that the consumer actually go to other shops in order to
compare the prices, but due to this challenge of Big-Bazaar, the consumers had
more faith & trust on the Big-Bazaar and hence were confident seeing the
confidence level of Big-Bazaar which again built a strong brand differentiation
of Big-Bazaar for low pricing.
Exchange Offers:
This promotion primarily focused on letting people disposing off their junk and
to gain something out of it in return i.e. "Bring anything old & take anything
new". They could exchange their products and shop from a huge spectrum of
discounted products.
This gave the motivation factor to consumers to give their old belongings for
something worth & hence their old is not getting waste or is unvalued. Since the
Indian consumers are very much value conscious, this strategy worked out very
well. Big-Bazaar also made it sure that the campaign is actually not fooling the
consumers around and is actually giving the desired value focusing on the fact
that "faith thrashed is never recovered" in India.
To ensure that no one misses out on an opportunity to gain from special offers,
service boys ferry around a trolley with the product inside, announcing the
scheme. Not only is this entertaining it also helps customers pick up the product
from the trolley instead of walking up to the rack where it is on display.
46
Language Customization:
To make sure that non-English speaking customers don't feel alienated, the
communication is also conducted in the local language. The communication is
always unambiguous and direct.
This initiative encourages customers to add One Rupee to their bill towards
donation to a social cause. Big Bazaar makes an equal contribution and donates
the entire proceeds to an NGO called Save the Children India. This is a selfless
body which has been working for the welfare of children from marginalized
sections of society.
Corporate campaign:
Big Bazaar has recently launched a corporate campaign which revolves around
a family having a great time together. The brand anthem "Khushiyon se Bhari
Jholi" connects with the customers at an emotional level positioning Big Bazaar
as part of the happy moments.
Future Cards:
Specifically for Big Bazaar outlets these credit-cum-loyalty card which offer
customers a slew of discounts and benefits across Future Group stores are co-
branded with ICICI Bank. Customers receive four loyalty points for every Rs
100 spent at Future group's retail stores and one loyalty point for every Rs 200
spent outside the group's retail stores. This creates a vicious cycle for the
customers to repeat their purchases and is especially done by the consumers
during special occasions.
47
School Jao Khushi Khushi
Promotions include:
- Free shopping trip worth Rs 1000/- for Sending ones experience of the "Best
day that you had in school" - the most humorous & the best one is selected as a
winner and to avail the offer.
- Lucky draw for the lucky kids - shop for Rs 1,000 & above, drop in your kids
name into the drop box - 10 lucky kids were provided with the offer 30% off on
an NIIT course
- Motivational offer for Kids: Shop for Rs 500 or above, Parents are told to drop
in the kids painting, the best painting is sponsored for an art course.
Individual are invited with friends - "more the merrier" - shopping with 1 friend
entitles the individual with 10% discount, coming with two friends - get 20%
discount etc on the total bill.
A friend indeed -people were told to drop their best friends name in the drop-
box and in lucky draw the winner could win the major prize - A Car!!
Special treatment & emotional connect for the individual & his/her friend -free
massage, tattoos, horoscope etc were provided for purchases above Rs 500/- &
above during the friendship day.
48
Diwali Dhamaka:
If purchase is above Rs 300/- two pairs of diya were provided to the customers
Tie up with known mithaiwala: if one purchases above 1000/- people can avail
discounts of 45% or above on the mithai purchased from that mithaiwala.
Motivating the home made mithai recepies: Purchasing goods worth Rs 500 &
above, females were pulled to send the recipe of their secret mithai & the best
judged recipe gets a complete set of Sanjeev Kapoor's cook-books
Christmas Joy:
Christmas-Card Design Contest: Design next year's Christmas card for children
and a gift voucher worth Rs. 500 were given to the best card winner.
Big Bazaar Christmas party focussing on points & vouchers through festival
focussed games.
Happy-Hours:
All the discounts/offers were hiked up in a fixed hr of a day eg: Buy X and get
Rs 10 off on that day will become Rs 15 off.
49
Mystery-Shopper:
Everyday, one person is tagged as the mystery shopper i.e. a) 100th person
walking through the door wearing all red b) 1st person walking through the door
wearing all red - These person gets the discount of 50% on the total bill.
Get all that you pick in 60 seconds till reaching the billing counter
Choose a gift from the listed items if the bill is above 1000/-
This is used especially to push the non-moving goods which is usually put in the
listed free gift items.
Toy drop box was set in the big-bazaar store and the concept was promoted to
ask for the toys from the families & then the toys were sent to the social
organisations working for underprivileged children's.
This has helped the underprivileged, generate goodwill, and have also attracted
the floor traffic to store at the large scale.
Supporting a charity
Support through charity: Donation to the charity on the individual's name for
purchasing above a specified amount.
Customers were given an ornament with his or her name on it to hang signifying
the donation by the individual.
50
Advertisements:
Tag Line: One of the key components of Big Bazaar is its Tag Lines.
0306
Print-Ads: Just before the launch of any new schemes Big-Bazaar spends
heavily on advertisements in print media especially newspapers.
This is done in order to create a buzz about the big-bazaar brand & its upcoming
schemes.
TV-Ads: various channels are utilized properly, also as per the demographics &
cultural channels & the schemes, promotions & especially the common brand
tag-line is aired in order to create top of the mind awareness
51
phrases which is targeted to the needs of the customers as per the market &
conditions at that particular point of time.
Radio-Ads: The major focus through radio ads is in Tier-1&2 cities. And the
prime emphasis is given on radio ads for promotions in order to inform
customers for all the new happenings & schemes at Big-Bazaar.
1413
For marketing and advertising its brand name, value endorsement co-branding
is used by Big Bazaar. Earlier Himesh Reshammiya & Sanath Jaisuriya was
associated with Big-Bazaar.
Also, recently the current campaigns are being associated & promoted with the
Indian cricket ODI captain Mahendra Singh Dhoni.
Heavy spending is carried out for proper position of Big Bazaar through the
different mediums. Paper advertisements are released just before the launch of
any new scheme, billboards are displayed on prime locations, frequent TVCs
are aired in prime time in various Indian channels for the mass, advertisements
on FM channels about the current happenings are aired etc.
52
Coupon, discount, more of the product at normal price, gift with purchase,
competition, and prizes, money back offer, exchange offer, special occasion.
Big Bazaar, in association with Star India Pvt Ltd, has launched a collection of
designer ethnic wear under the brand "Star Parivaar".
The tag-line is "Is se Sasta aur accha aur kahin nahi" make Big-Bazaar to
differentiate itself from competitors in terms of only pricing & the value at that
price. Hence it makes it very important for the Big-Bazaar to always focus on
the its pricing strategies to keep the prices always low compared to the
competitors whatever the market, economy or the external conditions is.
They work on the model of economics of scale. There pricing objective is to get
"Maximum Market Share".
Promotional-Pricing:
Value-Pricing:
Big-Bazaar sets selling prices on the perceived value to the customer, rather
than on the actual cost of the product, the market price, competitors' prices, or
the historical price.
Differentiated Pricing:
Also termed as Time pricing, i.e. difference in rate based on peak and non-peak
hours or days of shopping. This again as a pricing technique is used in Indian
retail, & hence aggressively used by Big Bazaar.
Psychological Pricing:
Bundling:
In order to add more value & provide more benefits to the customers, combo-
packs with heavy discounts are served to the customers.
In order to promote the pricing differentiation & to gain faith from their
customers and hence to increase loyalty, Price challenge campaign was
established as discussed in the previous topic.
54
LOYALTY PROGRAM BASICS
Companies typically have several goals when launching loyalty programs, all of
which are focused on generating greater profits from the programs members.
profitable products/services
The most common type of loyalty program begins when a customer enrols.
From
that point forward, the organization accurately tracks information about that
based on the rules stored in a loyalty engine, categorizes the member in tiers
or groups based on the members value to the organization, and enables the
member to redeem points for products or services when various point levels are
attained. The specific types of behaviour that are tracked and rewarded are
profitability drivers.
55
Pantaloons, India's premium lifestyle fashion retailer has a chain of 76 fashion
The Pantaloons Payback Greencard, which is a unique loyalty programme, has been
Presently offered to over 3.8 million members, the program entitles members to
The card has 4 tiers depending on the last 12 months of shopping. The four tiers are 1
Star, 3 Star, 5 Star and 7 Star. Shop and your card upgrades while privileges and
That's not all points can be earned at Big Bazaar, HPCL, Make My trip, Book My
Show, Ezone and all other Payback partners. The program is truly rewarding.
56
BENIFITS OF LOYALTY PROGRAM:
customer base with the customers consent; customers actually want to provide
transaction and detailed profile information to ensure that they receive the full
their customers.
loyalty program gives a good benefits to apparel retailers to do more and more
service to customer
57
AWARDS
The Indian Digital Media Awards 2013 (an exchange4media group initiative) were held on
25th June at ITC Grand Central, Mumbai amidst much fanfare. These Awards recognize,
celebrate and honor outstanding creativity and effectiveness in the burgeoning digital media
mobile, gaming, social media and the blogosphere. Pantaloons Rationale To generate buzz
for Pantaloons End of Season Sale (Jan2013) an innovative rich-media interactive web-
A-12 hour roadblock was held on Indiatimes.com (11th February, 2013), wherein visitors
could view only 50% of the websites homepage. The idea was to step up the curiosity
quotient to creatively communicate Upto 50% Sale by revealing only half of the India
times homepage. The users had to drag the zipper with their mouse to view the rest of the
website. As soon as the user finished zipping the page, the Pantaloons Upto 50%
This innovation won For Pantaloons awards in 2 categories: Gold for Web-rich Media
58
COMPETITORS OF PANTALOONS
Reliance trends
Reliance Trends is the fashion and accessories brand of Reliance Retail. The
uniqueness of the store is the core, which delivers "fashion at great value". Reliance
Trends offers a mix of private brands and brands across men's, women's and children's
categories.
and based in Mumbai it is the second largest retailer in India Its retail outlets offer
foods, groceries, apparel and footwear, lifestyle and home improvement products,
electronic goods, and farm implements and inputs. The companys outlets also
durables, travel services, energy, entertainment and leisure, and health and well-being
MukeshAmbani, is Reliance Groups foray into organized retail. RRL is based on the
RLL is the second largest retailer in India. Its retail outlets offer foods, groceries,
apparel and footwear, lifestyle and home improvement products, electronic goods,
59
Marketing Strategies by Reliance Retail
d e l i g h t . T h e h yp e r m a r k e t w i l l c a r r y a r a n g e o f o v e r 95,000 products
catering to the entire family. Shoppers will have the option to choose from
food & grocery, homecare products, apparel and accessories, non-food FMCG
60
he hypermarket would be selling the products on EDLP (every day low price) basis at
prices15-20 percent lower than market prices.In order to grow faster and better
in local markets with higher margins, it has focused largelyon local brands instead of
IndubenKhakrawalas Namkeens, Lijjat Papad, Wagh Bakri and Madhur (spices brand
). This isin addition to 100 private labels that Reliance plans to display. Companys
Sources says thatthe share of regional brands in the hyper marts would be over 10%
61
MAX RETAIL
MAX - The Largest Value Fashion Brand in the Middle EastMAX is the national &
international value fashion brand of the Dubai based Landmark Group. The brand was
launched in the UAE in May 2004 with a unique concept of delivering international
fashion & value to the discerning shopper.AX is the international value fashion brand
of the Dubai based Landmark Group. The brand was launched in the UAE in May
2004 with a unique concept of delivering international fashion & value to the
discerning shopper.Max was introduced in India with its 1st store in Indore in 2006
offering apparel, footwear & accessories for the entire family; for women, men,
children including a fashionable range for infants. With a great range of western&
ethnic wear for the young shopper, it makes a perfect shopping destination for people
for all age groups. At MAX, shoppers can expect the latest in international fashion
from around the globe & an excellent range to choose from; all of this offered at great
prices in a world class shopping environment. Max retails its own label merchandise
of in house designs and planned color palettes for the season. Every season it
Indian market. The brand adapts to the changing needs of the shopper every season
and accordingly introduces new designs, silhouettes & fabrics. Today, MAX is the
largest value fashion brand in the Middle East with over 200 stores across 15
countries.
62
Marketing Strategies of Max Retail
customized to the Indian market. The brand adapts to the changing needs of the
shopper every season and accordingly introduces new designs, silhouettes & fabrics.
Today, MAX is the largest value fashion brand in the Middle East with over 200
the mass production, mass distribution and mass promotion of one product for all
buyers. Market segment consists of a large identifiable group within a market with
Through this the choice of distribution channels, and communicaton channels become
thewell known products generally hold a distinctive position in consumer's minds. The
positioning requires that every tangible aspect of product, price, place and promotion
must support the chosen positioning strategy. Company should develop a unique
selling proposition (USP) for each brand and stick to it, PPL consistently promotes its
63
DAP fertilizer by Higher yield atlower cost. As companies increase the number of
claims for their brand, they risk disbelief and a loss of clear positioning. In general a
company must avoid four major positioning errors. Those are under positioning over
3. Product: -A product is any offering that can satisfy a need or want. The major
types of basic offerings are goods, services, experiences, events, places, properties,
organizations, information and ideas. The company gives more importance in quality,
packaging, services etc. to satisfy the customers. The products has it's life cycle. The
4. Price: -It is the most important aspect in company's point of view. Price of the
5. Place: - This plays a major role in the entire marketing system. The company
adopting various promotional activities the company create strong brand image. It also
helps in increasing the brand awareness. It includes advertising, sales promotioins and
7. Research and Development: -After testing, the new product manager must
develop a preliminary training and development plan for introducing the new product
in to the market. The plan consists of three parts. The first part describes the target
market's size, structure and behavior. The second part out lines the planned price,
64
distribution strategy and marketing budget for the first year. The third part of the
development describes the long run sales and profit goals and marketing mix strategy
over time.
65
CHAPTER 2
66
LITERATURE REVIEW:
PROFITS
Loyalty programs are often part and parcel of a comprehensive customer relationship
"As a customer's relationship with the company lengthens, profits rise. And not just by
a little. Companies can boost profits by almost 100 percent by retaining just 5 percent
Armadillo Willy's customers are so loyal they were actually the ones who clamored
for the brand to initiate a more robust loyalty program. By Jonathan Prezant
INDIA-BUSINESS
MUMBAI: Aditya Birla Nuvo is set to rework its deal for a controlling stake in
Pantaloons after the latter's June quarter business fell below estimates, leading to a
slight valuation drop, said sources briefed on the matter. Billionaire Kumar Mangalam
Birla had announced plans to buy a 50.1% stake in Pantaloons in May this year for Rs
800 crore in cash while taking on a similar quantum of debt. The deal entailed Kishore
retention in their efforts to grow operational profits. to achieve this, more and more
rupees based on the customers value and derive as much as revenue as possible from
builds and nurtures such a relationship by accomplishing two critical tasks. the first is
to gather information that will help retailers understand their customers tastes, needs
and expectations. The second is to offer recognition and rewards (loyalty card,
rewards card, points card, advantage card, or club card) that are relevant to their
customers as a reward for their loyalty and as a trade for the personal and
transactional data that starts the loyalty cycle and keeps it going. by tracking
members transactions, companies can identify the various segments of their customer
base to create strategies that keep their customers coming back for more.
those who require rewards for purchases and avoids additional costs for those who
would buy even without them. Loyalty card program is an integrated system of
marketing actions that aims to make customers more loyal by developing personalized
relationships with them. Relationship marketing focuses on the customer, in the sense
that the firm seeks to create long-term business relations with existing prospects and
customers.
68
Retailing is one of the oldest business activities in India. But until the liberalization
and deregulation of the Indian economy in the 1990s, it was dominated by small one-
Today's customers have more choice, are better informed and are more demanding of
value and return for their spending money. They look not only for the products and
services that meet their needs at the price they are willing to pay, but for the merchant
that recognizes, appreciates and rewards their patronage. Now a days all big apparel
retailers have started the loyalty program with different benefits in order to satisfy
Top retail players like pantaloons ,shopper stop ,Globus have adopted loyalty card and
The loyalty program is used as a tool for retaining a customers now a In India the
retailers plays vital role in selling goods to the ultimate customer and ultimate end
users are being confused and customers keep on changing the retail store
The questionnaire survey was taken from 150 customers randomly and most of them
have purchased before at pantaloons. The loyalty program at pantaloons plays a vital
role in retaining a customer and nearly 75% of the customers are using the green card
for more than two years Satisfaction level in shopping experience, services,
quality and discount are very high 69.8% of customers whos using pantaloons
green card for more than 2 years says that the current loyalty program is excellent
69
OBJECTIVES
store.
Bareilly
70
RESEARCH METHODOLOGY:
1 RESEARCH BACKGROUND
Research - Quantitative
71
2.RESEARCH METHODOLOGY
Research method is an academic activity and as such as the term should be used in a
data; making deduction and reaching conclusion; and at last carefully testing the
conclusion to determine they fit the formulating hypothesis. By this way proper
In recent years, the word methodology has become a "pretentious substitute for the
word method". Many recent uses of the word methodology mistakenly treat it a
synonym for method or body of methods. Doing this shifts it away from its
true meaning and reduces it to being the procedure itself, the set of tools or the
instruments that should have been its outcome. A methodology is the design process
for carrying out research or the development of a procedure and is not in itself an
instrument for doing those things. Using it as a synonym for method or set of methods,
leads to misinterpretation and undermines the proper analysis that should go into
designing research. Generally for any research study both primary and secondary
research are done which facilitates in the better understanding of the entire study.
Primary research helps garner relevant and adequate data of the current state of affairs
pertaining to any subject and provides an insight into the exact nature of the problem.
Owing to the broad and complex nature of this research topic which would require
delving into many aspects of the study including an ethnographic study which would
72
3. RESEARCH DESIGN
A research design is the arrangement of condition for collection and analysis of data in
a manner that aim to combine relevance to research purpose with procedure. The
research design adopted for this study is descriptive type. The objective of such a
study is to answer who, what, where and how of the subject under investigation. It is
"quantitative" and "qualitative" research designs. However, fixed designs need not be
quantitative, and flexible design need not be qualitative. In fixed designs, the design of
the study is fixed before the main stage of data collection takes place. Fixed designs
variables need to be controlled and measured. Often, these variables are measured
quantitatively. Flexible designs allow for more freedom during the data collection
process. One reason for using a flexible research design can be that the variable of
interest is not quantitatively measurable, such as culture. In other cases, theory might
not be available before one starts the research. However, these distinctions are not
recognized by many researchers, such as Stephen Gorard who presents a simpler and
73
DESCRIPTIVE RESEARCH DESIGN
phenomenon being studied. It does not answer questions about how/when/why the
characteristics occurred. Rather it addresses the "what" question (What are the
to describe the situation or population are usually some kind of categorical scheme
also known as descriptive categories. For example, the periodic table categorizes
the elements. Scientists use knowledge about the nature of electrons, protons and
neutrons to devise this categorical scheme. We now take for granted the periodic
table, yet it took descriptive research to devise it. Descriptive research generally
precedes explanatory research. For example, over time the periodic tables description
of the elements allowed scientists to explain chemical reaction and make sound
Hence, research cannot describe what caused a situation. Thus, Descriptive research
cannot be used to as the basis of a causal relationship, where one variable affects
another. In other words, descriptive research can be said to have a low requirement
74
RESEARCH APPROACH
The survey method was adopted for collecting the primary data. Survey research is the
RESEARCH INSTRUMENT
The data for this research was collected by survey techniques using survey method,
guided by questionnaire.
SAMPLING
Sample denotes only a part of the universe / population. The sample represents the
SAMPLING METHOD
CONVENIENCE SAMPLING
Sampling refers the method of selecting items to be observed for the study. The
samples have been selected for the study based on the convenience of the researcher.
The method used here is convenient sampling, where the samples are selected based
75
SAMPLING SIZE
Sampling size is the number of items to be selected from the universe to constitute the
SAMPLING AREA
PERIOD OF STUDY
The study was undertaken between 6June 2017 and 21 July 2017
A marketing researcher has to make a plan for collecting data which may be primary
PRIMARY DATA
ended
These methods were adopted since the data which is required is highly focused on
customer satisfaction
76
SECONDARY DATA
competitors, etc
newspapers
77
DATA ANALYSIS INTERPRETATION
Since there are many apparel retailers at Bareilly, we should know whether customers
78
1. Have you purchased earlier from
Pantaloons?
TABLE.-1
PURCHASE
BEFORE FREQUENCY %
YES 50 100
NO
TOTAL 50 100
NO
0%
YES
100%
INTERPRATATION FIGURE-1
79
2. Do you have pantaloons green card?
TABLE.-2
HOLDING
GREEN CARD
FREQUENCY PERCENT
YES 46 92
NO 4 8
TOTAL 50 100
NO
0%0% 8%
YES
92%
INTERPRATATION FIGURE-2
This question was to know that how many people were using the payback greencard
card and almost all the respondents had card, only few did not have
80
3. How frequently do you shop in pantaloons?
TABLE.-3
FREQUENCY OF
PURCHASE FREQUENCY %
AS PER NEEDS 19 38
MONTHLY 23 46
Yearly 8 16
TOTAL 50 100
0%
YEARLY
16% PER NEED
38%
MONTHLY
46%
INTERPRATATION FIGURE-2
This question was to know their need and interest towards Pantaloons,I found that
most of the respondents came to shop when they felt need to buy amd they did visit
81
4.In a year how much do you purchase in Pantaloons?
TABLE.-4
Purchase FREQUENC
Y %
8000-20000 11 22
20000-40000 13 26
TOTAL 50 100
82
12%
ABOVE 40
40%
8-20000
22%
20-40000
26%
INTERPRATATION FIGURE-4
83
5.Rate your satisfaction level with the purchase you made in
Pantaloons?
TABLE.-5
frequency %
Highly satisfied 28 56
Satisfied 22 44
Dissatisfied
TOTAL
D.S HDS
0% 0%
SATISFIED
44%
H.S
56%
INTERPRATATION FIGURE-5
This question was to know weather customers are satisfied or not but I found that
many respondents were delighted and satisfied and no respondent was dissatisfied
84
6.Do you find that all the problems and queries are solved and answered
TABLE.-6
FREQUEN
CY %
Agree 16 32
Strongly 30 60
agree
Disagree 4 8
Strongly
disagree
TOTAL 50 100
DISAGREE S.DISAGREE
8% 0%
AGREE
32%
S.AGREE
60%
85
FIGURE -6 This question was to know that customers attitude towards customer
service and I found that customers were happy with the service and few had denied to
86
7.Do you receive periodic and proper updates regarding
TABLE-7
Frequency %
Yes 46 92
No 4 8
Total 50 100
0% 0%
NO
8%
YES
92%
INTERPRATATION FIGURE-7
In my survey only 4 respondents did not have PAYBACK card so they were not
87
8.What do you think about current loyalty program?
TABLE-8
Frequency %
Excellent 34 68
Good 16 32
Average
Not good
Total 50 100
GOOD
32%
EXCELLENT
68%
INTERPRATATION FIGURE-8
This was to know customer trust on loyalty program I found the that according to
majority of respondents, loyalty program was at the good position and no respondent
88
9.Do you hold privilege cards of any other retailer ?
If yes, which ?
TABLE-9
Frequency %
Reliance 6 12
Max 4 8
Big Bazaar 9 18
Other 2 4
Total 21 42
OTHER
9%
RELIANCE
29%
B.BAZAAR
43%
MAX
19%
INTERPRATATION FIGURE-9
As we can see that only few respondents were holding the privilege card of retailer,
89
10. Would you recommend your friends to get enrolled in to the green card
program at pantaloons?
TABLE-10
Frequency %
Yes 30 60
No 12 24
Total 50 100
CAN'T SAY
16%
NO YES
24% 60%0%
INTERPRATATION FIGURE-10
This question was to know that will customers suggest their friends and relatives to
shop from Pantaloon and I found that most of the respondents were eager to tell
excellent shopping experience to other people and some did not want to share with
90
FINDINGS
As you can clearly see from the above graphs the loyalty program are
1. CLP of other organized retailers are still less preferred like Reliance
and Max.
2. Most of the respondents are satisfied with the purchase they make.
91
LIMITATIONS
Targeted respondents were from upper class and upper middle class
people.
92
RECOMMENDATION
convenience.
customers.
93
CONCLUSION
In this report we have analyzed in detail the retail industry .We had initially started
with the evolution of the retail sector in India, then moved with various loyalty
programs and benefits, distribution and the growth of the retail sector. We have
also covered issues like the Foreign Direct Investment in the retail sector, the
untapped opportunities that exist in the retail industry in India. We have also
discussed about the bottlenecks that the retail industry is facing in India.
94
BIBLIOGRAPHY
www.pantaloon.com
www.google.co.in
www.pantaloonretail.in
www.futuregroup.in
Company browsers
www.adityabirlanuvo.net
Books-
Retail Management
timesofindia.indiatimes.com/keyword/pantaloons
95
APPENDIX
yes [ ] No [ ]
yes [ ] No [ ]
Yearly [ ]
In Pantaloons?
96
6.All the problems and queries are solved and answered
Yes [ ] No [ ]
Not good [ ]
If yes, which ?
Other [ ]
97
10. Would you recommend your friends to get enrolled in to the green card
program at pantaloons?
Name
60 [ ]
Address
Phone -
Email -
98