Visnu Project

7/30/2019 Visnu Project

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RETAILING

Retailing includes all the activities involved in selling goods and services directly to final

consumers for personal, non-business use. Retailing consists of the sale of goods or

merchandise, from a fixed location such as a department store or kiosk, in small or

individual lots for direct consumption by the purchasers.

Retailing may include subordinated services such as delivery. Purchasers may be individual

or businesses. In commerce a retailer buys goods or products in large quantities from

manufactures or importers, either directly or through wholesalers, and then sells smaller

quantities to the end users. Retail establishments are often called shops or stores. Retailers

are at the end of the supply chain. Manufacturing marketers see the process of retailing as a

necessary part of their over all distribution strategy.

India's largest industry, the retail sector is valued at $200 billion accounting for over 10 per

cent of the country's GDP and around eight per cent of the country's employment. It has

emerged as one of the most dynamic industries with several players entering the market.

Retail industry in India is at the crossroads. One of the major factors playing a role is

income Increase in Disposable incomes of customers across various sectors.

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LEVELS OF SERVICES:

Retailers can position themselves as offering one of four levels of services:

SELF-SERVICE:

Self-service is the cornerstone of all discount operations. Many customers are willing to

carry out their own locate-compare-select process to save money.

SELF-SELECTION:

Customers find their own goods, although they can ask for assistance.

LIMITED SERVICE:

These retailers carry more shopping goods, and customers need more information and

assistance. The store also offer services such as credit and merchandise return privileges.

FULL SERVICE:

Sales people are ready to assist in every phase of the locate-compare-select process.

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TYPES OF MAJOR RETAILERS

SPECIALTY STORE:

A clothing store would be a single line store; a mens clothing store would be a limited line

store. Example: The Body Shop.

DEPARTMENT STORE:

Several product lines- Clothing, home furnishing & household goods, with each line

operated as a separate department managed by specialist. Example: Big Bazaar.

SUPER MARKET:

Relatively large, low cost, low margin, high volume, self service operation design to serve

total needs for food, laundry, and household goods.

CONVENIENCE STORE:

Relatively small store located at near residential area, open long hours, seven days a week

and caring a limited line of high turnover convenience products at slightly higher prices,

plus takeout sandwiches, coffee, soft drinks.

DISCOUNT STORE:

Standard merchandise sold at lower prices with lower margin and higher volumes.

Discount retailing has moved into specialty merchandise store such as discount sporting

goods stores, electronic stores and book store. Example: Wal-Mart.

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SUPER STORE:

About 35000 sq.ft. of selling space aimed at meeting consumers total need for routinely

purchased food and non food items, plus services such as laundry, dry cleaning, shoe

repair, check clearing and bill paying.

HYPER MARKETS:

Range between 80000 to 220000 sq. ft. area and combined super market, discount and

warehouse retailing. They feature bulk display and minimum handling by store personnel,

with discounts for customers who are willing to carry heavy appliances and furniture out of

the store.

CATALOG SHOWROOM:

Selection of high-markup, fast moving, brand name goods at discount prices. Customers

order goods from a catalog, then pick these goods up at a merchandise pickup area in the

store.

FRANCHISE ORGANIZATION:

Contractual association between a franchiser and franchisees. Franchising has been

prominent in dozens of product and services areas. Examples: McDonalds, Pizza hut.

MERCHANDISING CONGLOMERATE:

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A free from corporation that combines several diversified retailing lines and forms under

central ownership, along with some integration of distribution and management. Example:

Baskin-Robbins.

RETAIL IN INDIA

India's largest industry, the retail sector is valued at $200 billion accounting for over 10

per cent of the country's GDP and around eight per cent of the country's employment. It

has emerged as one of the most dynamic industries with several players entering the

market. Retail industry in India is at the crossroads. It has emerged as one of the most

dynamic and fast paced industries with several players entering the market. But because of

the heavy initial investments required, break even is difficult to achieve and many of these

players have not tasted success so far. However, the future is promising; the market is

growing, government policies are becoming more favorable and emerging technologies

are facilitating operations.

Retailing in India is gradually inching its way towards becoming the next boom industry

owing to a steady increase in the disposable incomes of the middle class households. The

whole concept of shopping has altered in terms of format and consumer buying behavior,

ushering in a retail revolution. Modern retail has entered India as seen in sprawling

shopping centers, multi-storied malls and huge complexes offer shopping, entertainment

and food all under one roof. The key growth drivers of the organized retail industry in

India are:-

Demographics - The Indian population is witnessing a significant change in its

demographics. A large young working population with median age of 24 years, nuclear

families in urban areas

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Working Women Increase in the numbers of working women population

Services Sector - Emerging opportunities in the services sector

Income Increase in disposable incomes of customers across various sectors

Customer - The customer today is far more discerning than he was earlier.

Real estate pricesThe consistent rise in the prices of real estate.

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ABOUT RETAILING

In the list of Fortune 500 companies 10% or 50 are Retail Organizations - Wal-Mart (The

Retail Giant) is the first among the fortune 500 companies.

25 of the Asian Top 200 companies are retailing companies.

Retailing Sector employs around 8% of the labourin India which is six times bigger than

Thailand and five times larger than South Korea and Taiwan. It is Second largest

employment provider in the country after Agriculture.

There are 4.3 million retailoutlets in India.

Organized retailing in India is only 2% which is very poor compared to other South

Asian Countries.

Organized Retailing Traditional Retailing

Malaysia 50% 50%

Thailand 40% 60%

Philippines 35% 65%

Indonesia 25% 75%

South Korea 15% 85%

China 20% 80%

India 3% 97%

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India has around 200 shopping mallspresently located in cities.

Sharp growth rate of 35-40% in organized retailing across the country is a positive sign

of growth.

The total domestic retail market was estimated around Rs.9,300 billion in 2003-04 and

the annual growth rate is around 4 to 6 per cent.

Price Water House Coopers (PWC) had estimated India among the six most attractive

destinations in retailing alongside China, Turkey, Thailand, Malaysia and Hungary.

Big business houses in India like Reliance, Godrej, Mahendras, Wadia, Tata, Hero and

Malhotras are now looking at retail sector.

Pantaloon, Shoppers Stop, RPG Group, Trent, Life Style, Subhiksha, Food World,

Vivek's, Nilgiris, Ebnoy, Crosswords, Globus, Barista, Quicky's, Caf Coffee Day, Wills

Lifestyle, Raymond, Titan, Bata, West side, Trinetra, Chandana Brothers etc. already have

established retail networks in the county in a big way.

Reliance India is entering into the sector in a big way with an investment of Rs.25,000

crores and an estimated employment generation of around 10 lakh.

The international players who have already entered into retailing business in India

include McDonald's, Pizza Hut, Dominos, Levis, Lee, Nike, Adidas, TGIF, Benetton, Sony,

Sharp, Kodak, the Medicine Shoppe &Wal-Mart.

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Foreign Direct Investment in retail business is allowed up to 51% through Foreign

Investment Promotion Board as a measure to encourage the entry of Multi National

Corporations in the country.

The size of the organized retail market is expected to register substantial growth by 2007.

The following are the estimates of the Intelligence Group of the Economic Times.

2001-02 2007

Total (No. of outlets)16,000 37,216

Food1,800 7,743

Clothing4,950 10,423

Consumer Durables 1,650 3,787

Books & Music450 1,426

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FUTURE GROUP

Future Group is Indias 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 groups presence in the retail space is complemented by

group companies, Indus League Clothing, which owns leading apparel brands like Indigo

Nation, Scullers and Urban Yoga, and Galaxy Entertainment Limited that operates

Bowling Co, Sports Bar, F123 and Brew Bar.

The groups joint venture partners include French retailer ETAM group, US-based

stationary products retailer, Staples and UK-based Lee Cooper. Group Company, Planet

Retail, owns and operates the franchisee of international brands like Marks & Spencer,

Next, Debenhams and Guess in India. The groups Indian joint venture partners include,

Maniple Healthcare, Talwalkars, Blue Foods and Liberty Shoes.

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Future Capital Holdings, the groups financial arm, focuses on asset management and

consumer credit. It manages assets worth over $1 billion that are being invested in

developing retail real estate and consumer-related brands and hotels. The group has

launched a consumer credit and financial supermarket format, Future Money and soon

plans to offer insurance products through a joint venture with Italian insurance major,

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 Capital and, one of Asias largest property companies.

Future Groups vision is to, deliver Everything, Everywhere, Every time to Every Indian

Consumer in the most profitable manner. The group considers Indian-ness as a core

value and its corporate credo is - Rewrite rules, Retain values.

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GROUP VISION

Future Group shall deliver Everything, Everywhere, Every time for Every Indian

Consumer in the most profitable manner.

GROUP MISSION

We share the vision and belief that our customers and stakeholders shall be served

only by creating and executing future scenarios in the consumption space leading to

economic development.

We will be the trendsetters in evolving delivery formats, creating retail realty,

making consumption affordable for all customer segments for classes and for

masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united

determination shall be the driving force to make us successful.

CORE VALUE

Indianness: confidence in ourselves.

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Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble in our conduct.

Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: to build long-term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and

action.

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.

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AFFILIATED COMPANIES

PARTNER COMPANIES

Home Solutions Retail (India) Ltd. :-

Home Solutions Retail (India) Ltd. (HSRIL) leads the groups foray in the home

improvement and consumer electronics-retailing segment. It caters to home

management requirements and products, including furnishings and textiles, furniture,

consumer electronics, home electronics and home services. It operates retail formats

like Home Town, Furniture Bazaar, Collection I, E-Zone, Electronics Bazaar and Got

It.

Future Capital Holdings :-

Future Capital is the financial arm of the group and is involved in asset management

(both private equity and real estate funds) with plans to get into other financial

services including insurance, credit and other consumer related financial services. It

is associate companies are Kshitij Investment Advisory Co. Ltd., Indivision

Investment Advisers Ltd., and Ambit Investment Advisory Co. Ltd.

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.

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Galaxy Entertainment Corporate 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

Planet Retail Holdings 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.

Foot mart Retail:-

Foot mart Retail is a joint venture with Liberty Shoes and is engaged in the retailing of

footwear products in India.

Capital and Retail India:-

\The group is a joint venture partner in Capital and Retail India, along with Singapore-

based Capital and Limited. The company provides retail management services to retail

properties owned or managed by various group companies and investment funds.

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LINE OF BUSINESS

1. E-Tailing

2. Foods

3. Fashion

4. Home & Electronics

5. General Merchandise

6. Telecom & IT

7. Leisure & Entertainment

8. Wellness & Beauty

9. Book & Music

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Book & Music

Wellness & Beauty

Leisure &

entertainment

Telecom & IT

GeneralMerchandise

Merchandise

Home & Electronics

Fashion

Foods

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E-Tailing

Futurebazaar.com

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 provide customers with a

streamlined, efficient and world class 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 to inform you that Future Bazaar has been named as theBest Indian Website

2007in theShopping categorybyPC World.

Future Bazaar won the top spot after beating other established players like Rediff, India

times, Sify, eBay, India plaza, Chennai Bazaar and India Mall. The award was presented to

Future Bazaar for its "decent, no-nonsense approach, while providing a good shopping

experience".

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2. Foods

a) Food Bazaar, b)Brew Bar,

c)Cafe Bollywood

d)Chamosa, e) Sports Bar

3-Fashion

a) All, b) Big bazaar, c) Blue sky

d) Central, f) Fashion station, g) Gini & Joney, h)

Navaras, i) Lee Cooper, j) Pantaloons,

k) Top 10

4. Home & Electronics

a) Collection-i, b) Electronic Bazaar, c) e-zone,

d) Furniture Bazaar, e) Got-it, f) Top-10,

g) Home Town

5. General Merchandise

a) Big Bazaar, b) Big Bazaar wholesale club,

c) Blue Sky, d) Brand Factory, e) Central,

f)Navaras, g) Pantaloons, h)

Shoe Factory, i) Top 10

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http://www.pantaloon.com/food-foodbazaar.htmhttp://www.pantaloon.com/food-brew.htmhttp://www.pantaloon.com/food-brew.htmhttp://www.pantaloon.com/food-cafe.htmhttp://www.pantaloon.com/food-chamosa.htmhttp://www.pantaloon.com/food-chamosa.htmhttp://www.pantaloon.com/food-spbar.htmhttp://www.pantaloon.com/food-foodbazaar.htmhttp://www.pantaloon.com/food-brew.htmhttp://www.pantaloon.com/food-cafe.htmhttp://www.pantaloon.com/food-chamosa.htmhttp://www.pantaloon.com/food-spbar.htm


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6. Leisure & Entertainment

a) Bowling,

b) F 123

7. Wellness & Beauty

a) Health Village,

b) Star Sitara,

c) Tulsi, d) Turmeric

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COMPANY PROFILE

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail

formats in both the value and lifestyle segment of the Indian consumer marker.

Headquartered in Mumbai (Bombay), the company 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 companys leading formats include Pantaloons, a chain of fashion outlets, Big

Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends

the look, touch and feel of Indian bazaars with aspects of modern retail like choice,

convenience and quality and Central, a chain of seamless destination malls. Some of its

other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all,

Top 10, m Bazaar and Star and Sitara. The company also operates an online portal,

futurebazaar.com.

Pantaloons is not just an organization- it is an institution, a center of learning and

development. Pantaloons believe that knowledge is the only weapon at their disposal and

their quest for which they are focused, systematic and unwavering.

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Pantaloons take pride in challenging conventions and thinking out of the box, in traveling

on the road less traveled. Pantaloons corporate doctrine rewrite rules retain values is

derived from this spirit.

Pantaloons Retail was recently awarded the International Retailer of the Year 2007 by the

US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year

2007 at the World Retail Congress held in Barcelona.

Pantaloons Retail is the flagship company of Future Group, a business group catering to the

entire Indian consumption space.

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PANTALOON CULTURE

Passion for Retail is why we are here.

At Pantaloons, Empowerment is what you acquire and Freedom at Work is what you get.

We believe our most valuable assets are our People. Young in spirit, adventurous in

action, with an average age of 27 years, our skilled & qualified professionals work in an

environment where change is the only constant.

Powered by the desire to create path-breaking practices and held together by values, work

in this people intensive industry is driven by softer issues. In our world, making a

difference to Customers lives is a Passion and performance is the key that makes it

possible. Out of the Box thinking has become a way of life at Pantaloons and living with

the change, a habit.

Leadership is a value that is followed by one and all at Pantaloons. Leadership is the

quality that motivates us to never stop learning, stretching to reach the next challenge,

knowing that we will be rewarded along the way. In the quest of creating an Indian model

of retailing, Pantaloon has taken initiatives to launch many retail formats that have come

to serve as a benchmark in the industry. Believing in leadership has given us the optimism

to change and be successful at it. We do not predict the future, but create it.

At Pantaloons you will get an opportunity to handle multiple responsibilities, and therein,

the grooming to play a larger role in the future. Work is a unique mix of preserving our

core Indian values and yet providing customers with a service, on par with international

standards.

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At Pantaloons you will work with some of the brightest people from different spheres of

industry. We believe its a place where you can live your dreams and pursue a career that

reflects your skills and passions.

Over the years, the company has accelerated growth through its ability to lead change. A

number of its pioneering concepts have now emerged as industry standards. For instance,

the company integrated backwards into garment manufacturing even as it expanded its

retail presence at the front end, well before any other Indian retail company attempted this.

It was the first to introduce the concept of the retail departmental store for the entire family

through Pantaloons in 1997. The company was the first to launch a hypermarket in India

with Big Bazaar, a large discount store that it commissioned in Kolkata in October 2001.

And the company introduced the country to the Food Bazaar, a unique 'bazaar' within a

hypermarket, which was launched in July 2002 in Mumbai. Embracing our leadership

value, the company launched all in July 2005 in Mumbai, making us the first retailer in

India to open a fashion store for plus size men and women.

The way we work is distinctly "Pantaloons". Our courage to dream and to turn our dreams

into reality that change peoples lives, is our biggest advantage. Pantaloons is an

invitation to join a place where there are no boundaries to what you can achieve. It means

never having to stop asking questions; it means never having to stop raising the bar. It is

an opportunity to take risks, and it is this passion that makes our dreams a reality.

Come enter a world where we promise you good days and bad days, but never a dull

moment!

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The Store is divided into 6 sections:

Mens Wear:

The Men's department has been further classified into Formal Wear and Casual Wear. In

the formal wear section they have brands like John Miller shirts, pantaloons brand of

trousers. In the casual wear section they have Pantaloons Cotton Trousers, Bare Casual

Shirts and bare brand of jeans. All these brand are exclusively available at Pantaloons

Stores. The pricing has also been done taking into consideration the various segments of

our customers.

Ladies Wear:

The Ladies Department has been further sub divided into Western Wear and Ethnic Wear.

The Ladies western wear consists of ladies formal wear, skirts and tops, capris and jeans

while the ethnic wear consists of an exclusive collection of Salwar Kameez and

Mix'N'Match. They also have a variety of ladies lingerie.

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Kids Wear:

The Kids Department has an interesting range of garments for both Girls and Boys. They

have a variety of T-shirts, Shirts, Jeans, Cargos, and Trousers for kids.

Accessories:

In the Accessories department Pantaloons has a classic collection of John Miller ties, Belts,

Sleep suits, Caps and Hankies.

Jewellery:

Pantaloons has a variety of jewellery in both gold and imitation jewellery. Pantaloons is the

exclusive retailer of Cygnus, Nirvana

& Ishis brands of jewellery in the Pantaloons store, Noida. They also have the Ola brand of

silver jewellery in the imitation jewellery category.

Cosmetics:

Pantaloons have almost all the major brands present in their store. They have a range of

products in LOreal, Revlon, Maybelline, Maxfactor, Chambor in cosmetic and CK, Nina

Ricci, Davidoff, Bvlgary, Dior, Hugo Boss, Azzaro and Versace brands in perfumes and

deodorants.

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FINANCIAL STATUS

INTERNAL CONTROLS AND THEIR ADEQUACY

The company has a sound system of Internal Controls for financial reporting of various

transactions, efficiency of operations and compliance with relevant laws and regulations.

The company has well defined organization structure, documented policy guidelines,

predefined authority levels and extensive systems of internal controls to ensure the

optimum utilization of companys resources. Internal controls and their adequacy.

The company is continuously upgrading its internal control systems by measures such as

strengthening of Information technology infrastructure and use of external management

assurance services. The Retail Management exercise is being conducted by Ernst & Young

who advised the company in mitigating the risks.

The Audit Committee, comprising independent directors is involved in regularly reviewing

financial and risk management policies, significant audit findings, the adequacy of internal

control systems and compliance with the accounting standards.

Sales

The companys sale has increased from Rs.85,148.85 Lacs to Rs.105,070.26 Lacs, an

increase of76.21 % over the previous year. The company has also recorded same store

growth of21.58% during the year.

Operating Profit

Operating profit of the company for the year 2005-2006 stood at Rs.14,623.77 Lacs

compared to Rs.9,391.06 Lacs in the previous year, and an increase of55.72% over the

previous year. The operating margin is 8.32% in the current year as compared to 9.22% in

the previous year, indicating the marginal fall of0.91%.

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Interest

Interest & Financial charges outflow has marginally increased from Rs.2,745.66 lacs in

2004-05 to Rs.3,352.48 lacs in 2005-06.The interest & financial charges cover during the

year under review improved to 4.36 as compared to 3.42 in the preceding year. The

company reduced the overall interest cost through conversion of working capital loan from

banks into commercial papers.

Net Profit

Net profit of the company for the year under review stood at Rs.6,415.75 Lacs as compared

to Rs.3,855.10 Lacs in the previous year, an increase of Rs.2,560.64 Lacs. The net profit

has increased by 66.42% over the previous year.

Dividend

The company has proposed the dividend of 25% for the current year amounting to

Rs.766.38 Lacs. (Including corporate dividend tax)

Loans and Advances

Loans and advances stood at Rs.33,550.14 lacs in 2005-06 represented an increase of

Rs.24,182.14 lacs over the previous financial year. The major component of loans and

advances represents advance lease deposits for the stores paid to Lessors and advances

given to suppliers.

Capital employe d

The capital employed in the business increased by Rs.62,082.89 lacs in 2005-06. This is

reflected in the liabilities side of the balance sheet through an increase in borrowings by

Rs.31,517.81 lacs and an increase in equity by Rs.30,656.08 lacs. Return on capital

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employed has been reduced from 22.41% to 17.88% on account of significant investment

in subsidiaries and joint ventures and lease rental deposits given for stores.

CUSTOMER RELATIONSHIP MANAGEMENT

Introduction

We have been hearing a lot about CRM aka Customer Relationship Management in almost

all we come across in our day to day life. Whether it is Newspaper, Outdoor Hoardings or

Mailers we receive from hundreds of places etc. What exactly does this connote to a

layman? The simple answer to it is a way of differentiation between customers to provide

greater value to more valuable customers. The meaning of more valuable would be in

terms of the monetary spending received from the customer along with regency and

frequency of visit.

Every retailer today is aiming at an attempt to make a casual customer into a loyal

customer who develops a bond with the retail store he/she visits. Customer relationship

management as a transactional exchange helps the marketer to understand the customer's

sentiments and buying habits so that the customer can be provided with products and

services before he starts demanding them.

This project throws light on the role of Customer Relationship Management (CRM) in

enhancing the Customer Lifetime Value (CLV). A successful and effective CRM

programme results in increase of Customers Lifetime Value for the store. The importance

of the tangible and the intangible offerings are also discussed. A good CRM Strategy

should focus on: Building dynamic relationship with the customer, making CRM the key

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element to building customer loyalty to a store brand and to build a significant competitive

advantage.

Role of CRM

Expectations of customer is increasing, he asks for more and more value for the same

price, and whoever provides him increasing value for money, he buys products from that

marketer. Every retailer today is aiming at an attempt to make a casual customer into a

loyal customer who develops a bond with the retail store he/she visits.

The entire concept of CRM today has also evolved over a period of time. Customer

relationship management is ahead of the transactional exchange and facilitates the

marketer to understand the customer's sentiments and buying habits so that the customer

can be provided with products and services before he starts demanding. This is possible

through the integration of four important components i.e. people, process, technology and

data.

Today the term CRM has become a buzzword in the Indian Retail world. There are a host

of reasons which can be attributed to the changing consumer paradigm and the role played

by the organized retailers in making CRM a happening phenomenon. Every retailer in

India today is looking at some or the other form of CRM or its prime constituent loyalty

based programme.

In the retail milieu, where generating and retaining footfalls is the greatest impediment to

success, the challenge lies in constantly innovating methods of attracting new customers

and keeping there interests alive. Loyalty programmers as part of CRM based activity are

one of the ways of overcoming this challenge.

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Customer Relationship Management (CRM) to Customer Lifetime Value

(CLV)

The variety of activities together play an important role in bringing repeat customers and

in turn generating positive word of mouth to also increase new footfalls into the store. This

leads to the development of an enthusiastic set of customers who can be approached to

convey all new developments, events and promotions. Data mining activities through

CRM also provides insights and knowledge about the retailers most valuable customers

who result in maximum sales. We also understand the Pareto's Principle which talks about

generating 80% of sales from 20% of the customers. This can only happen if the retailer

has the 20% as its most profitable customers and not just normal customers. This

completely depends upon the kind of business the retailer is into and there is nothing

sacrosanct about this understanding.

A successful and effective CRM programme results in increase of Customers Lifetime

Value for the store.

Examples:

Today these and similar kinds of programmer are being run all across India by local as

well as national retailers. Let's understand the kind of CRM programme offered by the

Pantaloons having a national presence to lure its customers:

Pantaloons

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Known as the Green Card it is divided hierarchically into one star, three star, five star and

seven star. Criteria for star generation are:

On Purchase of Rs.2500/-

1 Star Members

Gift Voucher worth Rs. 150 on

enrolment


3 Star Members

5% discount on every purchase


5 Star Members

An exclusive 7.5% discount on

every purchase


7 Star Members

A whopping 10% discount on every

purchase

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Green Card is just like passport to a whole new world of exclusive benefits and privileges.

Instant discounts* for every time you shop at Pantaloons.

Exclusive shopping days to get hold of latest merchandise.

Regular updates on collections and promos via catalogues, sms and email.

Special invites to the most happening events.

Extended exchange periods and complimentary drops for alterations.

Exclusive billing counters and much more.

Categories valid for Green Card Discounts :

Apparel, perfumes & cosmetics, toys, Blue-sky, aLL, Depot, Planet Sports & accessories.

Valid on categories within Pantaloons only. Also valid at standalone, Blue sky and aLL

stores.

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HOW GREEN CARD WORKS

Present the card for the swipe every time one makes a purchase at Pantaloons.

Membership & 12 month Purchase-based Upgrading System

Three Star Card Upgrade to a 3 star status by shopping for Rs. 7500/- immediately

preceding 12 months of current shopping date.

Five Star card - Upgrade to a 5 star status by shopping for Rs. 15000/- immediately


Seven Star card - Upgrade to a 7 star status by shopping for Rs. 40000/- immediately


12 month Purchase-based Upgrading System

Shop at Pantaloons and total purchase (including that day) in the previous 12 months

totals to the criteria value of the next tier, you upgrade to the next status.

Membership-Validity

1 Star card is valid for a period of 2 years from the date of enrolment. 3, 5 and 7 star cards

are valid for a period of one year from the date of upgrade.

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Membership Renewal

Purchase worth Rs. 7500 within 2 years of card issue date and retain a 1 star status

Purchase worth Rs. 7500 within 1 year of card issue date and retain a 3 star status



GREEN CARD BENEFIT

Green-Add-on-Cards

Green Card benefits can now be shared with members of Green card members family.

Family of Green card members also be entitled to direct discount and other privileges that

we have to offer. A 1 and 3 star member is entitled to have 1 add-on card. However a 5

and 7 star member is entitled to have 2 add-on cards.

Green-Days

Exclusive Green Card shopping day gives a preview of End Of Season Sale, so that Green

card members are first to get hold of the latest merchandise.

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Green-Channel

Our special billing counter is open to all Green Card members during End of Season sale.

Now Green card members can avoid the rush at the regular billing counter.

Green-Offers Promotions

These are exclusive shopping offers sent to Green card members on a regular basis. Flash

Green Card and claim the special offers and promotions. At times, offers open to all

customers are further enhanced for our esteemed Green Card members.

Green-Service-Desk

For all queries, information and services, contact the Green Service Desk at any Pantaloon

Store.

Green-Exchange

Now Green card members can exchange their products within 60 days of purchase. (90

days for Seven Star members)

Green-Drop

Busy schedule of Green card members may not permit them to collect their alterations or

purchases. Green card members can ask for the Green Drop Service and purchases will be

home-delivered to them. This service is exclusively available to the 7 star members all

round the year and also to the 5 star members except for end of season sale period.

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Reserved Car Parking

Offering them space for car parking is like inviting people with arms wide open. The

reason for this is the increasing inconvenience customers face to shop on weekends due to

non-availability of parking when the stores are huge crowd pullers.

Birthday and Anniversary Greetings

To make the Green card members feel special the stores send greetings and special

customized offers to Green card members.

Special movie shows

Green card members are sent passes of movie shows from time to time by Pantaloon store.

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OBJECTIVE OF THIS RESEARCH

The Advanced Learners dictionary of Current English lays down the meaning of research

as a Careful investigation of inquiry specially though search for new facts in any

branch ofknowledge.

Find out the customer taste and preference.

To find out the customers satisfaction level from the Pantaloon store.

To find out the behaviour of customers towards the products, which are promoted

by celebrities.

To find out the ways, how to provide best services to customers.

To find out, what factors drive customers to other places, like Shoppers stop, Life

style, Globus, Pyramid etc

To find out the customers brands satisfaction level.

To find out the schemes provided by others.

To find out the marketing strategy of Shoppers stop, Globus, Life style.

To know the pre purchase behaviour of customers.

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RESEARCH METHODOLOGY

Research methodology is to discover answer to question through the Application of

scientific procedures the main aim of research is to find out the truth which is hidden and

which has not been discovered as yet. Marketing research is the careful analysis of a

business situation by scientifically analyzing it and using various statistical applications to

the subject of study.

Research is the process of finding a solution through the use of scientific tools and

techniques. Marketing research is a methodical and purposeful study conducted to obtain

solution for specific marketing problem.

As far as method is concerned, I preferred personal interview or face to face meeting to

ensure accurate information and encourage frank response to questions. At the same time

telephone or mail survey was not possible.

While framing the questionnaire, I tried to list a series of question, which could elicit the

needed information for proposed study. Questions, which were of no particular value for

the study objectives, were not included. I also tried to keep in mind the respondents

understanding capacity, ability to recall the information and his experience limits. I didnt

include those

Questions in the questionnaire, which could have raised misconception and promoted non-

cooperation on their part.

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However in the questionnaire I used simple words, which were easy to understand, and

beyond any doubt. In the same way ambiguous questions were not included and questions

were arranged in a logical order.

RESEARCH INSTRUMENT

The research instruments generally used to collect primary data are questionnaires and

mechanical instrument. Some of these are;

Questionnaire:-

Questionnaire are formal sets of questions, prepare to collect the require information .this is

one of the most effective and popular technique used in survey. Questionnaire is a tool

which provide right information.

Sampling:-

Proper sampling design is essential in marketing research so the sample has to be collecting

in such a way that it represents the entire population. My project is based on consumer

awareness so I am taking sample of those people who shop regularly.

Sample unit:-

The portion of the population that researcher need to target and that represent the entire

population is known as a sample unit. So I am targeting the those customers who shop

regular and visit store regularly.

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Sample size:-

The size of the sample is an important element in the research process so I am taking the

100 people.

Collection of data:-

In dealing with customers it is often found that data, at hand are inadequate, and hence it

became necessary to collect data that are appropriate and adequate. There are two way of

collecting the appropriate data:-

1. By observation:

This method implies the collection of information by investigators own observation,

without interviewing the respondents .In survey many times I observed that this

customer is interested to fill up the questionnaire or is really interested in the services,

variety and brands provided by Pantaloons.

2. Personal interview:

I have also collected my data through Personal interview. I made a well structured

questionnaire and asked them their awareness about brands, products.

Secondary data:

Secondary data is collected from the company internal and external resources. While the

internal resources include the company literature, sales report, broachers, pamphlets etc.

and the external sources could be included magazines, newspaper etc.

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Research type:-

My project based on consumer awareness so I am taking descriptive and informative

research. The main advantages of this research that I have no control over the variable. I

have done my survey in Pantaloons Store, Noida.

Sampling method:-

In my survey I have used deliberate sampling. This sampling method involves purposive or

deliberate selection of a particular unit of the universe. It can also be known as convenience

sampling.

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SWOT ANALYSIS OF PANTALOONS

STRENGTHS WEAKNESSES

- 44 -

Competitors have widest range ofthe product.

Long exchange process, whichwaste the time of customers.

Lack of work force

Communication Gap betweenemployee and customers.

Customers are not satisfied by theschemes running in the store.

Store is not for the low middle classcustomers because of high range of

prices.

There is no incentive program foremployees, which can motivatethem to work hard.

Pantaloons have wider range ofproducts with better quality andprice.

Creativity in design and alwaysknown for fresh fashion.

Pantaloon has ability to supplyaccording to the demand ofcustomers.

Pantaloon is very friendly to theirbusiness clients even small businessclients.

It has ability to understand the needs

of buyers.

Good communication andcooperation among staff members.

Entertainment programs run in the

store to motivate the employees.


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OPPURTUNITY THREAT

- 45 -

More consumers preference forretail shopping, because of

better quality and prices

Pantaloons provide betterservices to their Green cardmembers.

More investments inmachineries, men and inmanagement to improve qualitystandards.

Expansions in the product rangeand value addition.

Pantaloon is facing strongcompetition from Shoppers Stopand Life Style.

Pricing pressure.

More variety of products rangeoffered by competitor.


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PREFERENCE OF CUSTOMER

64%

23%

13%

CASUAL FORMAL ETHNIC

WHICH TYPE OF CLOTHES YOU LIKE MOST?

I have taken this question to know the taste of customers. There are three options in this

question i.e. Casual, Formal and Ethnic.

I have taken the sample of 100 people, in which 64 people like to wear casual, 23 people

like to wear formal and 13 people like ethnic. By this, I got that most of people like to

purchase Casuals.

ARE YOU SATISFIED WITH THE SERVICES PROVIDED BY

THE PANTALOONS?

I have taken this question to know the satisfaction level of the customer with the services

provided by the Pantaloons. In this question I tried to define the satisfaction level through

the point 1-10, where 1 stands for people who are unsatisfied, 5 stands for neutral

satisfaction level, where as 10 reflects for highly satisfied person.

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3 2

14

6

3

10

23

11

18

0

5

10

15

20

25

No. Of Custome r

1

Satisfaction Level

SATISFACTION LEVEL OF CUSTOMER BY THE SERVICES

1A

2A

3A

4A

5A

6A

7A

8A

9A

10A

10

by the services In this question there are only 3 people out of 100, who are not satisfied

with the services provided by the Pantaloon, 32 people has the low or neutral level of

satisfaction where as 47 people has high level of satisfaction and 18 people has highest

level of satisfaction. By that, I come to know that the level of satisfaction is very high.

ARE YOU SATISFIED WITH THE BRAND AVAILABLE IN THE

STORE?

I have taken this question, to know the satisfaction level of customers with the brands

available in store. In this question I tried to define the satisfaction level through the point

1-10, where 1 stands for people who are unsatisfied, 5 stands for neutral satisfaction level,

where as 10 reflects for highly satisfied person.

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In this question there are only 4 people out of 100, who are not satisfied with the brands

available in the Pantaloon, 22 people has the low or

SATISFACTION LEVEL OF CUSTOMERS WITH THE BRANDS

4

10

2

6

4

14

7

25

1513

0

5

10

15

20

25

30

Satisfaction Level

N

o.ofCustom

Series1

Series1 4 10 2 6 4 14 7 25 15 13

1A 2A 3A 4A 5A 6A 7A 8A 9A 10A

Neutral level of satisfaction where as 61 people has high level of satisfaction and 13

people have highest level of satisfaction. By that, I come to know that the level of

satisfaction by the brands available is very high. The people who are unsatisfied or with

lower level of satisfaction wants more brands in the store, like, Allen Solly, Black Berry,

Code, Biba, Ritu Wears, Spykar in ladies section and Code and Kappa in men section

ARE YOU SATISFIED WITH THE VARIETY AVAILABLE IN

EACH BRAND?

I have taken this question, to know the satisfaction level of customers with the variety

available in each brand. In this question I tried to define the satisfaction level through the

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point 1-10, where 1 stands for people who are unsatisfied, 5 stands for neutral satisfaction

level, where as 10 reflects for highly satisfied person.

7

44

14

6

11

8

28

15

3

0

5

10

15

20

25

30

No. of

Respondents

1

Satisfaction Level

SATISFACTION LEVEL OF CUSTOMERS WITH THE

VARIETY AVAILABLE IN EACH BRAND

1A 2A 3A 4A 5A 6A 7A 8A 9A 10A

In this question there are only 7 people out of 100, who are not satisfied with the variety

available in each brand, 28 people has the low or neutral level of satisfaction where as 62

people has high level of satisfaction and 3 people has highest level of satisfaction. By that,

I come to know that the level of satisfaction is high.

ARE YOU SATISFIED WITH THE PRICE?

I have taken this question to know the satisfaction level of customers with prices of

products. This question has two options YES/NO. In response of this question I got that

there are only 14% people are not satisfied with the price and rest 86% are satisfied.

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SATISFACTION LEVEL OF PRICE

YES

86%

NO

14%

For any company its very important to satisfy their customer on price tag, to convert

14% people into Yes category, store should include more variety in each brand with low

price.

WHICH SECTION YOU LIKE MOST IN RESPECT OF

QUALITY, VARIETY & PRICE?

I have taken this question to know the section which is preferred by most of the

customers in respect of prices, quality & variety. This question has four options, Men,

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Women, Kids, General Merchandise.

SECTION PREFERED BY CUSTOMER

MEN

35%

WOMEN

42%

KIDS

14%

GENERAL

MERCHAANDISED

9%

In response of this question I got 42 people out of 100 prefer or like Women section, 35

people like men section, 14 people like kids section and 9 people like general

merchandise. So the most preferred section by customers is Women section.

HOW OFTEN DO YOU SHOP?

I have taken this question to know the shopping habit of the people, how frequent they

shop. This question has four options, Daily, Weekly, Monthly, Biannually.

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In response of this question I got 6 people out of 100 shops daily from the stores, 29

people shop weekly, 58 people shop once in a month and 7 people shop biannually. So by

this question I got maximum number of people shop once in a month.

ARE YOU SATISFIED WITH THE SCHEMES RUNNING IN THE

PANTALOONS?

I have taken this question to know the satisfaction level of customers by the schemes

running in the store. This question has two options, Yes/No.

In response of this question I got that there 30 people out of 100, who are not satisfied

with schemes running in the store, but ratio of satisfied people is always high in

Pantaloons. 70% people are generally satisfied with the schemes running in the

Pantaloon.

- 53 -

6%

29%

58%

7%

0

10

20

30

40

50

60

NO. OF

RESPONDENTS

Daily Weekly Monthly Biannually

FREQUENCY

FREQUENCY OF SHOPPING

Series1


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SATISFACTION LEVEL BY THE SCHEMES

70

30

0 10 20 30 40 50 60 70 80

YES

NO

NO OF RESPONDENT

Series1

By this question I come to know that the schemes which run in pantaloons outlet is quit

effective and directly touch to customer.

GENERALLY, YOU SPEND IN SHOPPING AT A TIME.

I have taken this question to know the lump-sum amount a customer can spend at a time.

This question has four options, 0-1000, 1000-5000, 5000-10000, 10000+.

In response of this question I found there are 14 people who spend up to 1000 Rs at a

time, 68 people spend up to 5000, 15 people spend up to 10000 and 3 people spend more

than 10000 at a time.

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14

68

15

3

0

10

20

30

40

50

60

70

NO. OF

RESPONDENT

0-1000 1000-5000 5000-10000 10000+

AMOUNT SPEND

SPENDING LEVEL

Most of customer usually spends 1000 to 5000 which shows that Pantaloons Retail easily

attract to middle income group.

GENERALLY, YOU SPEND MORE FOR.

I have taken this question to know the customers preference in respect of Cloth,

Accessories, Jewellery and Cosmetic. This question has four options, Cloth, Accessories,

Jewellery and Cosmetic.

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In response of this question, I got that 71 out of 100 prefer to buy clothes, 23 prefer

accessories, 5 prefer jewellery and 8 prefer cosmetic. So the conclusion from this question

is that most people like buy apparels first then accessories, jewellery and cosmetic.

So the company should also pay more attention on accessories, jewellery and cosmetic. So

that each section of the store become most preferred section by the customers.

CLOTH ACCESSORIES JEWELLERY COSMETIC

S1

7123

5 8

SECTION

NO. OF

RESPONDENT

MOST PREFFERED SPENDING SECTION

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WHAT DRIVES YOU TO OTHER PLACES?

I have taken this question to know the reasons, which drives customers to other places.

This question has six options, Ambience, product, price, service, quality, and any other.

REASON OF DIVERSION

AMBIENCE

16%

PRODUCT

23%

PRICE

22%

SERVICE

12%

QUALITY

20%

ANY OTHER7%

In response of this question I got that 16% prefer other outlets because of Ambience, 23%

because of Product & variety, 22% because of Price, 12% because of services, 20%

because of Quality and 7% because of any other reasons.

So company should focus on these areas. Pantaloon should increase its product range

because most number of customers go to other outlet because of less product variety, it

should also focus on services, quality and ambience.

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BESIDE PANTALOONS WHICH OUTLET YOU VISIT MORE?

I have taken this question to know that which outlet is preferred by customers other than

Pantaloons. This question has three options, Life Style, Shoppers Stop & Globus.

PREFERRED OUTLETS OTHER THAN PANTALOONS

SHOPPERS' STOP

44LIFE STYLE 39

GLOBUS

17

0

10

20

30

40

50

60

OUTLET NAME

NO.OFRESPONDENT

SHOPPERS' STOP LIFE STYLE GLOBUS

In response of this question I got 44 out of 100 prefer Shoppers Stop, 39 people prefer

Life Style and 17 people prefer Globus.

It means Shoppers Stop is the main competitor of Pantaloons. Pantaloons should focus on

the schemes running in the Shoppers Stop.

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WHAT THINGS YOU WOULD LIKE TO SEE IN PANTALOONS

SO THAT YOU CAN SHOP MORE FROM HERE?

I have taken this question to know that what customers want to see in respect of

improvement. This question has four options, Quality, Discount, Variety, and Brand. This

question will help to know that, the customers view, what they want to see in the

Pantaloons, so that they shop more from Pantaloons.

In response of this question I got that 45% people like cash discount and they will shop

more if they get discount, 28% people want to see more variety in Pantaloons, 15% people

want more brand and 12% people want better quality. By this I come to know that mostly

customers want Discount and Vareity.

- 59 -

SOURCE FOR IMPROVEMENT

12

45

28

15

0

5

10

15

20

25

3035

40

45

50

QUALITY DISCOUNT VARIETY BRAND

SOURCE

NO.OFRESPONDENT


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CONCLUSION

Pantaloons Retail India Ltd has strong goodwill in Retail Industry in respect of

quality.

Customers mostly prefer those outlets, which provide them better services, price &

product. Customers want improvement in Pantaloons in respect of services, variety,

and brands.

The customers generally prefer cash discount. There after they want more variety and

quality in the store.

Customers go to other places because of Ambience, product, price, so Pantaloons

should also do some work on these.

Customers are generally satisfied with the services provided by the Pantaloons.

Customers are satisfied with the price and schemes running in the store.

There is misperception about Pantaloons store that the store has generally high price

products that is why middle class people do not easily attract towards Pantaloons.

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Communication through mail, e-mail and phone with royal customers may strengthen

the sale.

Customers mostly insist on a particular brand, which shows considerable amount of

brand awareness. They want more brands in Pantaloons.

RECOMMENDATION

Since Pantaloons store, Noida is situated in the last shop of the mall and customers do

not find it easily, so pantaloons should arrange a big board or advertisement written

where it is and also a more line i.e. ensure gift for kids, on the entrance of the mall.

Since customers want more brands, so Pantaloons should increase the number of brands

in the store, i.e. Black

Berry, Allen Solly, Code, Kappa, Madame.

Since customers want more services from Pantaloons so the Pantaloons should increase

services in the store.

Pantaloons make easier their exchange process & alteration process because its time

taking, which irritate the customer.

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Pantaloons should also take some effective steps to change the misperception about

price factor of the outlet & the best step is advertisement.

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LIMITATION

The 5 Questions that are very common and arise during the Research.

Whom

here

hat

hy

hen

Every researcher will face all these words during the research. There are some Limitations,

which I have faced during the research.

Time constraints:There was limited time each day and lots of task to be performed

(i.e. to prepare various reports, to spend lot of the time in the company & to increase

my own knowledge and completion of the tasks given by our faculty Guide as well as

by our Company).

Lack of Knowledge: Some people have less knowledge about the products and

brands available in the store.

Time Consuming: Contacting each and every customer and wait for them is very

time consuming.

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Response: Some time the customers are not responding to me because sometime they

told me that I am busy or I am getting late or next time I will fill this questionnaire not

now or some time they told we are not interested. Some of them told me that the

competitors, like, Shoppers Stop, Life Style and Globus are providing better schemes

and services.

Limited Area: As I had covered limited area so finding respondents was also limitation for

me. This data has been gathered from a store so it can be changed as the sample area change.

Market research may not provide exact solution for the problem

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BIBLIOGRAPHY

COMPANY WEB~SITE ( www.pantaloon.com )

COMPANY BROWSERS & Annual Report

Kotler Philip, marketing Management

Kothari C.R., Research Methodology

- 66 -
http://www.pantaloons.com/http://www.pantaloons.com/


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1. NAME:

2. AGE: GENDER: Male/Female

3. Are you a Green Card member?

Yes No

4. Which type of clothes you like most?

Casual Formal Ethnic

QUESTION NO. 5 TO 7 ARE DEFINING THE LEVEL OF SATISFACTION (1-

Unsatisfied; 5- Average; 10- Highly Satisfied)

5. Are you satisfied with the services provided by the Pantaloon

6. Are you satisfied with the brands available in the store.

- 68 -

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10


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7. Are you satisfied with the variety available in each brand

8. You like any specific brand , and which brand

9. Are you satisfied with the price?

Yes No

10. Which section you like most in respect of quality, variety and price.

Men Women Kids General merchandise

11. How often do you shop?

Daily Weekly Monthly Biannually

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1 2 3 4 5 6 7 8 9 10


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12. Are you satisfied with the schemes running in the Pantaloon?

Yes No

13. Generally you spend in shopping at a time.

0-1000 1000-5000 5000-10000 10000+

14. Generally you spend more for

Clothes Accessories Jewellery Cosmetic

15. What drives you to other places

Ambience Product Price Service

Quality Any Other

16. Beside Pantaloon, which outlet you visit most.

Life style Shoppers Stop Globus

17. What things you would like to see in Pantaloons, so that you can shop more

from here.

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Quality Discount Variety Brand

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Major Milestones

1987 Company incorporated as Manz Wear Private Limited. Launch of

Pantaloons trouser, Indias first formal trouser brand.

1991 Launch ofBARE, the Indian jeans brand.

1992 Initial public offer (IPO) was made in the month of May.

1994 The Pantaloon Shoppe exclusive menswear store 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 Indias family store launched in Kolkata.

2001 Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket

chain launched.

2002 Food Bazaar, the supermarket chain is launched.

2004 Central Shop, Eat, Celebrate In The Heart Of Our City - Indias 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 companys financial arm launches real estate

funds Kshitij and Horizon and private equity fund Indivision. Plans

forays into insurance and consumer credit.

Multiple retail formats including Collection i, Furniture Bazaar, Shoe

Factory, EZone, Depot andfuturebazaar.com are launched across the

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ORGANIZED VS TRADITIONAL RETAILING

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Organized retailing in India is only two per cent which is very poor compared to

other South Asian Countries.

Organized Retailing Traditional Retailing

Malaysia 50% 50%

Thailand 40% 60%

Philippines 35% 65%

Indonesia 25% 75%

South Korea 15% 85%

China 20% 80%

India 2% 98%

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Mala

ysia

Thailand

Philippin

es

Indones

ia

SouthKorea

China

India

Organized Retailing

Traditional Retailing

50% 60%65% 75% 85%

80% 98%

50%40% 35%

25%15% 20%

2%

CONTRIES

TYPES

OF

RETAILING

ORGANISED VS TRADITIONAL RETAILING

Documents

Visnu Project