A PROJECT REPORET ON RETAIL MANAGEMENT IN

Department of Commerce & Management Study

Submitted Submitted by
Dr. Ashok Kumar Mishra Shanker Shukla Head Department of Commerce B.com A/F(IIIrd year) 2 |Page

to
Om

KA2K/125

Acknowledgement

I take this opportunity express my deep sense of gratitude to Dr. Ashok Kumar Mishra for having given his kind consent to undergo project at Vishal Mega Mart and I cannot fail to give my cordial thanks to all the staff of Vishal Mega Mart for making the atmosphere very pleasant and helpful during my project Work. I am also deeply indebted to my parents and my friends whose valuable help always proved worthy in completion of my project. On completion of my project, I would like to extend my thanks to Brij Mohan Srivastava who spared his time for me from her busy schedule to light and guide my way in darkness infect, he is the cause of successful completion of my work. I also express gratitude all the faculty members, who with valuable guidance always proved very profitable and made my effort successful. I am thankful to Vishal Mega Mart, for allowing me to undergo the study of customer relationship in the Vishal Mega Mart as a part of my summer training for the partial fulfillment of requirement of my B.Com A/F course. It enables me to see the practical aspect of management, which will help me in long run.

Om Shanker Shukla B.Com A/F (IIIrd year) Roll No.77 KA2K7/

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EXECUTIVE SUMMARY

Customer perception
In todays competitive market place its hard to differentiate your product and service offerings from your competition. The technology available to both you and your competitors has made it easier to duplicate each others products and services. Because of this, its difficult to rely on features alone to differentiate your company from the competition. Excellent customer service is one of the few ways to achieve a sustainable competitive advantage. On the other hand, customer behavior becomes more hybrid. On one hand, customers are increasingly price sensitive searching for bargains at market places like eBay or buying their groceries at discount markets. On the other hand they enjoy branded and luxury goods. One and the same person may plan a weekend trip with a no-frills airline and a stay at a five-star-hotel.

In the result, customers have a wider choice of often less distinguishable products and they are much better informed. For many offerings the balance of power shifts towards the customer. Customers are widely aware of their greater power, which raises their expectations on how companies should care for
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them.Bringing it all together, it becomes ever more difficult to differentiate a product or service by traditional categories like price, quality, functionality etc. In this situation the development of a strong relationship between customers and a company could likely prove to be a significant opportunity for com petitive advantage. This relationship is not longer based on features like price and quality alone. Today it is more the perceived experience a customer makes in his various interactions with a company (e.g. how fast, easy, efficient and reliable the process is) that can make or break the relationship. Problems during a single transaction can damage a so far favorable customer attitude.

Consider this, only 4% of all customers with problems complain. The average customer with a problem eventually tells 9 other people. Satisfaction is a consumers post-purchase evaluation of the overall service experience. It is an affective reaction in which the consumers needs, desires and expectations during the course of the service experience have been met or exceeded. Satisfaction in this sense could mean that a hypermarket has just barely met the customers expectations, not exceeded nor disappointed those expectations.

The benefits of taking the customers response beyond satisfaction at this level by exceeding expectations, is a competitive strategy that Vishal mega mart Varanasi has to achieve.
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The value of satisfaction is often underestimated. An essential part of assessing satisfaction includes identifying dissatisfaction. Dissatisfied customers and prospects often hold the information you need to succeed. Understanding when and why dissatisfaction occurs helps you implement changes to gain new customer and retain old ones.It doesnt matter what type of business you are in, surveys are an important tool to help you collect the information you need to understand and evaluate customer and prospect satisfaction.

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Table of Contents

Acknowledgement

Executive summary

What is retailing

Retail in India

Company Introduction

Different element of retail mix

Kids section

Fast moving SKUs

Research & Methodology

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Data collection and Analysis

Suggestion and Recommendation

Conclusion

SWOT Analysis

Bibliography

Questionnaires

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WHAT IS RETAILING ?
Retailing consists of activities involved in selling goods and services to ultimate consumers for personal consumption-Cuoghan. Retailing is a set of business activities that add value to the products and services sold to consumer for their family or personal use.- Aderson. Retailing- the word derived from French word retailer meaning to cut a piece off or to break bulkLouis.

- Retailing is not only the sale of product in stores but also involves the sale of services; videotape rental, haircut, home delivered pizza - Retailer perform specific activities anticipating customer wants, developing assortments of products, acquiring market information and financing. Retailing encompasses selling through mail, the internet, door to door visits, any channel that could be used for approaching consumer. - To enter retailing is easy and fail is even easier. The subject of retailing has gained momentum as the impact of retailing on the economy is high. Retail Management: is the process of understanding the environment especially customer and competition, developing and implementing effective strategies. Retail management mainly involves merchandise management and store management.

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Retailing is Selling of merchandise directly to the consumer. Retailing beganseveral thousand years ago with peddlers hawking their wares at the earliest marketplaces. It is extremely competitive, and the failure rate of retail establishments is relatively high. Price is the most important arena of competition, but other factors include convenience of location, selection and display of merchandise, attractiveness of the establishment, and reputation. The diversity of retailing is evident in the many forms it now takes, including vending machines, door-to-door and telephone sales, direct-mail marketing, the Internet, discount houses, specialty stores, department stores, supermarkets, and consumer cooperatives.

Retailing consists of the sale of goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by post, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. 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 overall distribution strategy. The term "retailer" is also applied where a service

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provider services the needs of a large number of individuals, such as a public utility, like electric power.

Shops may be on residential streets, shopping streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Recreational shopping often involves window shopping (just looking, not buying) and browsing and does not always result in a purchase.

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Retail In India
India retail industry is the largest industry in India, with an employment of around 8% and contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25% yearly being driven by strong income growth, changing lifestyles, and favorable demographic patterns.

It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion. India retail industry is one of the fastest growing industries with revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has further been predicted that the retailing industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5 billion.

Shopping in India have witnessed a revolution with the change in the consumer buying behavior and the whole format of shopping also altering. Industry of retail in India which have become modern can be seen from the fact that there are multi- stored malls, huge shopping centers, and sprawling complexes which offer food, shopping, and entertainment all under the same roof.

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India retail industry is expanding itself most aggressively; as a result a great demand for real estate is being created. Indian retailers preferred means of expansion is to expand to other regions and to increase the number of their outlets in a city. It is expected that by 2010, India may have 600 new shopping centers.

In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9% annually. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists of non- branded items.

India retail industry is progressing well and for this to continue retailers as well as the Indian government will have to make a combined effort.The Indian retail market is literally on the go. The share of retail trade in the country's gross domestic product was between 10-12 per cent in 2009. It is currently around 12 percent, and is likely to reach 22 per cent by 2010.

The Indian retail market, which is the fifth largest retail destination globally, was ranked 2nd after Vietnam as the most attractive emerging market destination for investment in the retail sector, by AT Kearney's seventh annual Global Retail Development Index (GRDI), in 2008.

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According to a studies, with a year-on-year growth of 3035 per cent, the sector is likely to touch US$ 440 billion by 2010. By 2015, the retail sector is projected to overtake the US$ 650 billion mark, and organised retail will cross the US$ 130 billion mark. The study also estimated that the organised retail segment would see an investment of US$ 25 billion28 billion, which would touch US$ 70 billion by 2010. The organised segment will account for 25 per cent of the total sales by 2011.

Commercial real estate services company CB Richard Ellis' findings state that India's retail market, is currently valued at US$ 511 billion, and is poised to grow to US$ 833 billion by 2013. The report further stated that organised retail that currently accounts for less than 5 per cent of the total retail market is expected to register a compound annual growth rate (CAGR) of 40 per cent and swell to US$ 107 billion by 2013.

India has one of the largest number of retail outlets in the world. Of the 12 million retail outlets present in the country, nearly five million sell food and related products. Thought the market has been dominated by unorganized players, the entry of domestic and international organised players is set to change the scenario.

A report by Images Retail estimates the number of operational malls to grow more than two-fold, to cross 412, with 205 million square feet by 2010, and a

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further 715 malls to be added by 2015, with major retail developments even in tier-II and tier-III cities in India.

Even as the organised retail market is starting to take off, there is an associated surge in branded discount outlets in India. Top realtors and local retail chains are developing malls in regional boroughs, specifically to sell premium branded goods.

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"COMPANY INTRODUCTION"

The Company:
Strong, Competitive, Innovative, Adaptive

Mission & Vision

Future Group shall deliver everything, everywhere, everytime for every Indian Consumer the most profitable manner 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.

Now the company is going to change its punch line Is se sasta aur accha kahin nahi to Is se accha aur sasta kahin nahi

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ABOUT VISHAL MEGA MART

A chain of shopping malls in India currently with 31 outlet owned by Kishore Biyanis Pantaloon Group. vishal mega mart Varanasi is not just another hypermarket. Provides the best products at the best price. Reflect the look and feel of Indian bazaars at their modern outlets. All over India, vishal mega mart Varanasi attracts a few thousand customers on any regular day.

THE BOTTOM LINE

The vishal mega mart Varanasi is a useful place to find cheap household items, clothes, and food all under one roof. However, the chaos and crowds often make shopping there a challenge.

PROS
LOW PRICES. Great sales and promotions. Wide range of products under the one roof. Many stores.

CONS
Overcrowded. Checkout can be extremely slow.
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Complaints of poor customer service and overcharging. Quality is variable.

DESCRIPTION
Outlets in around 60 locations across India. Sells furniture, electronics, clothes, cookware, cosmetics, household items, food, gifts, jewelry, and books. Also has special Food Bazaar outlets. Most stores open from 10 a.m. until 9.30-10 p.m. daily.
vishal mega mart Varanasi is credited with bringing organised mega retailing to

India. The project was conceived as a uniquely Indian hypermarket in a format that combined the look, touch and feel of Indian bazaars with the comfort, convenience and quality that modern retailing brings. Launched in August 2001,
vishal mega mart Varanasi has now become the iconic destination of modern

retailing for all sections of Indian consumers. There are vishal mega mart Varanasi stores in 45 cities including smaller towns like Sangli Durgapur, Panipat, Palakkad, Ambala, Meerut, Kolhapur and Haldia. Attracting over 100 million customers every year, it has democratised shopping in India and become synonymous with great promotions that offer quality products at affordable prices.
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Spread over anywhere between 30,000 square feet and 150,000 square feet of retail space, a typical Vishal mega mart Varanasi store offers over 160,000 products across

categorieslike apparel, general merchandise, food, cosmetics, home needs, electronics, furniture, communications, books, music, gold and pearl jewellery and even value added services like consumer credit, beauty salons, gyms and travel services. On a typical weekend evening, a vishal mega mart Varanasi store plays host to over 10,000 customers from moms along with their demanding kids to senior citizens with their grand children in tow. Built on an inclusive platform that welcomes consumers from all socio-economic strata, a visit to vishal mega mart
Varanasi is not

only about shopping but also about spending quality time with the family.

Achievements
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vishal mega mart Varanasi is helping India make up lost time. It is currently in

the midst of the fastest ever expansion of a hypermarket format anywhere in the world. From 30 stores in June 2006, vishal mega mart Varanasi will be emblazoned on 120 new stores by June 2008. There could be several ways of measuring success of a retail chain. However, if figures were to be taken as the most authentic claim of having arrived, then vishal mega mart is already there. For more than 100 million people who walk past its billing counters, each year, it is now the preferred shopping destination. From Panipat to Pallakad, vishal mega mart tagline, Is se sasta aur accha kahin nahi is a source of cheer and happiness.This has been recognised by the numerous awards that VISHAL MEGA MART has won in the past twelve months. The brand has been adjudged the Best Value Retail Store and Best Retail Destination at the Images Retail Forum for four consecutive years, beginning 2004. CNBC Awaaz, in association with ACNielsen-ORG Marg, which conducts a study across 21 major cities and some 10,000 consumers, on their most preferred brands, has voted overwhelmingly for VISHAL MEGA MART. Both in 2006 and2007, vishal mega mart won the Consumer Award for the most preferred large, food and grocery store. It won the award for Value Retailing and Retail
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Destination of the Year by Reid & Taylor in 2006 and in the same year also won the Readers Digest Platinum Trusted Brand Award.

History:
The first vishal mega mart store, with an area of about 24,000 square feet, opened on VIP Road, Kolkata in August 2001. This was followed by stores in Hyderabad, Bangalore, Mumbai and Gurgaon.The initial categories on offer were apparel,general merchandise and food. Later, several brands from categories like electronics, furniture,music, communications and books were added to the bouquet of products.
vishal mega mart implemented SAP in 2005 to run its stores in the most

efficient manner that technology could provide.With an increasing number of customers 26 SUPERBRANDS patronising its stores, it was time for VISHAL MEGA MART to reach out to them.To pay tribute and to tell them how much they were appreciated, VISHAL MEGA MART launched a co-branded credit card. In association with ICICI bank, the vishal mega mart -ICICI Bank credit card made its first appearance in May, 2002. As an extension of its customer relationship initiatives it also launched Shakti, a credit card for housewives, in February 2006. The card was unique, for it
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required no proof of income. Today the vishal mega mart -ICICI Bank cobranded card is one of the largest loyalty credit card programmes in the country. vishal mega mart is now an agglomeration of multiple, carefully chosen categories and brands. Within the store, vishal mega mart has created several sub categories: Depot is its books and music section; Staples offers office stationery products while Star & Sitara is a beauty salon. Future Money provides consumer credit for products purchased within vishal mega mart.

vishal mega mart is not just another hypermarket. It caters to every need of your

family. Where vishal mega mart scores over other stores is its value for money proposition for the Indian customers. At vishal mega mart, you will definitely get the best products at the best prices thats what we guarantee. With the ever increasing array of private labels, it has

opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise you. And this is just the beginning. vishal mega mart plans to add much more to complete your shopping experience.
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Product
With a better understanding of consumer behaviour across various cultures and classes, vishal mega mart has put together a stunning range of over 160,000 SKUs. Private labels of vishal mega mart are among the largest apparel and fashion brands in the country. These include, DJ&C mens casual wear range and Knighthood mens formal wear range; Pink & Blue are exclusive garments designed for modern kids; Srishti, a label of ethnic wear for women; Haute N Spicy, fashionable western wear for teenage girls; Dreamline, a label that caters to an entire range of home linen, utensils and crockery and Dtachi, a luggage label that offers outstanding value for money. vishal mega mart has also tied up with a host of well-know brands which offer exclusive lines created especially for the store.These include Levis, Lee Cooper,Wrangler and Disney.

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Recent Developments
vishal mega mart, a part of the Future Group, is currently driving a number of

initiatives. Future Money, a credit facility is in an experimental stage in several outlets. Cleartrip for travel and tours and Talwalkars for gym and health club services have also been launched in many stores recently. With a view to bringing value to more people, VISHAL MEGA MART is taking its brand to Tier II and Tier III towns as well.
vishal mega mart is also using the huge footfalls to its stores to test new

concepts and ideas.The customer response this generates helps in refining a launch before a full fledged roll out.now the company is goin to change its technology and vill adopt new one i.e.MPM-4 technology.

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Promotion
vishal mega mart has been credited with some of the biggest consumer

campaigns in the history of Indian retail. In celebration of Republic Day, vishal mega mart created a three-day shopping bonanza called Sabse Saste Teen Din. This has now become a national event that attracts millions of customers eager to benefit from the once-in-ayear smart deals. In January 2008, the three-day event generated sales worth over Rs. 240 crore (US$ 60 million) in 80 vishal mega mart stores. 15th August, Indias Independence Day is billed as the Maha Savings Day. So Successful has this become that to cater to the rush vishal mega mart stores in many cities stay open till midnight. Wednesday Bazaar is the Hafte ka Sabse Sasta Din. It was initially created with the intent of decongesting weekends and driving footfalls on weekdays. As it transpired, most vishal mega mart stores now attract as many customers on Wednesdays as they do on weekends. A property that offers special benefits and privileges to senior citizens was built around Senior Citizens Day. Price Challenge was created to reinforce vishal mega mart value proposition of Is se sasta aur accha kahin nahi.The scheme simply offers twice the price difference should the cost of an item at a vishal mega mart store be found to be more than the market price.

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Brand Values
Brand vishal mega mart stands for delivering value for money. Customer service and shopping comfort are at the core of VISHAL MEGA MARTs philosophy. Innovation and Initiative define its brand character. It strives to reach out to its customers by imbibing the local flavour and melting into local geography. vishal mega mart has recently launched a campaign titled Power of One. This initiative encourages customers to add One Rupee to their bill towards donation to a social cause. vishal mega mart 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 marginalised sections of society. vishal mega mart 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 vishal mega mart as part of the happy moments.

Different elements of retail mix

Merchandise assortment Location Price Visual merchandising Store atmosphere Customer service

Advertising Promotion Personal selling

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Distribution
Distribution is one of the 4 aspects of marketing. Traditionally, distribution has been seen as dealing with how to get the product or service to the customer. Distribution is done by distributor who is is the middleman between the Manufacturer and retailer.

Logistics
Logistics is the art and science of managing and controlling the flow of goods energy, information and other resources like products, services and people from the source of production to the marketplace. Its Important to have professional logistical support. The operating responsibility of logistics is the geographical repositioning of raw materials, work in process and finished inventories where required at the lowest cost possible.

Supply Chain:
Supply chain, is a coordinated system of organizations, people, activities, information and resources involved in moving a product or service in physical or virtual manner from supplier to customer.

Supply chain activities transform raw materials and components into a finished product that is delivered to the end customers

Promotional Activities:
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Promotion can be loosely classified as "above the line" and "below the line" promotion. The promotional activities carried out through mass media like television, radio, newspaper etc. is above the line promotion.

The terms 'below-the-line' promotion or communications refers to forms of non-media communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in FMCG products, but also for industrial goods.

Some of the ways by which companies do BTL (below the line) promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc.

Below the line sales promotion:

Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising. A definition of below-the-line sales promotion given by Hugh Davidson: 'An immediate or delayed incentive to purchase, expressed in cash or in kind,
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and having only a short term or temporary duration'.

Methods of below the line sales promotion

1.

Price promotions

Price promotions are also commonly known as" price discounting". These

can be done in two ways:

(1)

A discount to the normal selling price of a product, or More of the product at the normal price.

(2)

Price promotions however can also have a negative effect by spoiling the

brand reputation or just a temporary sales boost (during the discounts)

followed by a lull when the discount would be called off.

2. Coupons Coupons are another, very versatile, way of offering a discount. Consider the following examples of the use of coupons: - On a pack to encourage repeat purchase - In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer - A cut-out coupon as part of an advertisement - On the back of bill receipts The key objective with a coupon promotion is to maximize the redemption
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rate this is the proportion of customers actually using the coupon.It must be ensured when a company uses coupons that the retailers must hold sufficient stock to avoid customer disappointmentUse of coupon promotions is often best for new products or perhaps to encourage sales of existing products that are slowing down. 2. Gift with purchase

The "gift with purchase" is a very common promotional technique. In this scheme, the customer gets something extra along with the normal good purchased. It works best for - Subscription-based products (e.g. magazines) - Consumer luxuries (e.g. perfumes) 4. Competitions and prizes This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost up sales for temporary period and ensure usage amongst first time users. 5. Money refunds Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer.Customers often view these schemes with some suspicion particularly if the method of obtaining a refund looks unusual or onerous.

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6. Frequent user / loyalty incentives Repeat purchases may be stimulated by frequent user incentives. Perhaps the best examples of this are the many frequent flyer or user schemes used by airlines, train companies, car hire companies etc. 7. Point-of-sale displays Shopping habits are changing for the people living in metropolitan cities. People prefer big retail outlets like vishal mega mart to local kirana stores. Most of the decisions of buying are taken by the virtue of point-of-sale displays in these retail outlets.

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Vishal Mega Mart

Vishal Mega Mart:

The Brand Building Challenge

The strategic decisions to secure spaces before other retailers join in have resulted in cost-saving. Also, it has created early presence in market.

Nurturing Relationships
Kishore Biyani follows strategy to develop trust and nurture relationships with suppliers. This trust led to strategically correct decisions most of the time. Whoever works with Future Group, either leaves in initial deals or continues forever.

Use of Technology, Scenario-Planning & Story-Telling

vishal mega mart planning and design used advance technologies like scenario-

planning and story-telling. These techniques were mainly used for store-design layout, store location selection. The strategy to use user-focused, prototypebased development tool made the brand adapt to the fast-changing external environment.

Design Management
Design-led thinking helped vishal mega mart to achieve customer-first objective and ultimately led to better financial performance. vishal mega mart strategy to focus on design led to creation of Idiom, an independent design and consultancy firm,

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based in Bangalore. They are one of the few organizations in India having economists, ethnographers and sociologists working across various teams as a part of Design Management team.

Back-end Operations, Supply Chain

Harvard Business School just did a case study on Pantaloons' Supply Chain and it says that Pantaloons' is the most cost-effective supply chain in the world. India may not have a modern supply chain but it definitely has a cost-effective one. Retailers have made use of the existing supply chain.
Vishal Mega Mart -

Chain of Shopping Malls in India

vishal mega mart is a chain of hypermarkets in India, with more than 100 stores

in operation. It is a subsidiary of Pantaloon Retail India Ltd's, Future Group, and follows the business model of United States-based Wal-Mart.

VISHAL MEGA MART is a chain of shopping malls in India currently with 29 outlets, owned by the Pantaloon Group. It works on same the economy model as WalMart and has had considerable success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd.

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Vishal Mega Mart Wholesale Vishal Mega Mart

Club
The vishal mega mart Wholesale Club brings to you an opportunity to save in bulk as you buys in bulk. In line with the vishal mega mart tradition of providing best deals at best prices, the vishal mega mart Wholesale Club provides you bulk deals

Type Indust ry

Subsidiary of Pantaloon Group Retail

Products Department store Parent Website Future Group http://www. vishal mega mart.com/

at wholesale prices. An extension of vishal mega mart, the vishal mega mart Wholesale Club offers multipacks and bulk packs of a select range of merchandise at wholesale prices. The merchandise categories range from Food & FMCG to Home Linen and many more. You will not find any merchandise being sold loose/single unit (except fresh) at a vishal mega mart Wholesale Club.

A typical vishal mega mart Wholesale Club is located adjacent to a vishal mega mart in the form of a separate section. The look and feel of a wholesale market is evident in the stores from the stacking styles and use of a lot of hand written
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signages by chalks on black slates.Taking care of your savings, the vishal mega mart Wholesale Club will ensure that the more you buy, the more you save. If you enjoy shopping at wholesale markets for your entire family, or you have a huge circle of friends who would like to get together for their monthly shopping needs or if you are a retailer looking for wholesale offers then the
vishal mega mart Wholesale Club is the place to shop at.

Pantaloon Retail India Pantaloon Retail (India) Limited Type Founded Private BSE: 523574 India

Headquarters India Key people Industry Products Website Kishore Biyani, MD & Group CEO Retail Discount Stores Super centers www.pantaloon.com

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai, the company operates over
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12,000,000 square feet (1,100,000 m2) of retail space, has over 1,000 stores across 71 cities in India and employs over 30,000 people.

The companys leading formats include Pantaloons, a chain of fashion outlets,

vishal mega mart, 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, aLL, Top 10 and Star and Sitara. The company also operates an online portal, futurebazaar.com.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, Collection i, selling home furniture products and E-Zone focussed on caterng to the consumer electronics segment.Pantaloon 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.Pantaloon Retail is the flagship company of Future Group, a business
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group catering to the entire Indian consumption space.

Future Group
Future Group is one of the countrys leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics.

Future Group is present in 61 cities and 65 rural locations. The groups flagship company, Pantaloon Retail (India) Limited operates over 12,000,000 square feet (1,100,000 m2) of retail space, has over 1,000 stores and employs over 30,000 people. Some of its leading retail formats include Pantaloons, vishal mega mart, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format FutureBazaar.

Future Group companies includes, Future Capital Holdings, Future Generali India, Indus League Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and Bowling Co. 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.
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The groups joint venture partners include Italian insurance major Assicurazioni Generally, French retailer ETAM group, US-based stationary products retailer Staples Inc., UK-based Lee Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes.

Future Groups vision is to, Deliver Everything, Everywhere, Everytime 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.

Lines Of Business:
The company is present across several lines of business which have various formats (stores) lywood,The Dollar Store(JV) Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, vishal mega mart, Lee Cooper (JV), General Merchandise - vishal mega mart, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S FAIR PRICE Electronics - eZone, Electronic Bazzaar, STAPLES(JV) Home Improvement - Home Town Furniture - Collection i, Furniture Bazaar, Home Bazaar E-tailing (Online Shopping) - www.futurebazaar.com
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Books & Music - Depot Leisure & Entertainment - Bowling Co., F123 Wellness - Star & Sitara, Tulsi Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom Consumer Durables - Koryo, Sensei ,IPAQ Service - E Care Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon)

Board Of Directors:
Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. Mr. Gopikishan Biyani, Wholetime Director

Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in the textile business.

Mr. Rakesh Biyani, Wholetime Director

Rakesh Biyani, is a commerce graduate and has been actively involved in category management; retail stores operations, IT and exports. He has been instrumental in the implementation of the various new retail formats.

Mr. Shailesh Haribhakti, Independent Director

Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified Internal Auditor. He is the Deputy Managing Partner of Haribhakti
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& Co., Chartered Accountants and past president of Indian merchant Chambers. He is the Board of several Public Limited Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999.

Mr. S Doreswamy, Independent Director

S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.

Dr. D O Koshy, Independent Director

D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and garment industry and was instrumental in the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is a renowned consultant specializing in international marketing and apparel retail management.

Ms. Bala Deshpande, Independent Director

Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and

also serves on the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League Clothing Ltd, among others.
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Mr. Anil Harish, Independent Director

Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from University of Miami. He also serves on the board of Mahindra Gesco,Unitech, IndusInd Bank and Hinduja TMT, among others.

Company Timeline:
Major Milestones 1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, Indias first formal trouser brand. 1991 Launch of BARE, the Indian jeans brand. 1992 Initial public offer (IPO) was made in the month of May. 1994 The Pantaloon Shoppe exclusive menswear store in franchisee format launched across the nation. The company starts the distribution of branded

garmentsthrough multi-brand retail outlets across the nation. 1995 John Miller Formal shirt brand launched.
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1997 Pantaloons Indias family store launched in Kolkata. 2001

vishal mega mart, 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 and futurebazaar.com are launched across the nation. Group enters into joint venture agreements with ETAM Group and Generali. 2007
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Future Group crosses $1 billion turnover mark. Specialised companies in retail media, logistics, IPR and brand development and retail-led technology services become operational. Pantaloon Retail wins the International Retailer of the Year at US-based National Retail Federation convention in New York and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona. Futurebazaar.com becomes Indias most popular shopping portal. 2008 Future Capital Holdings becomes the second group company to make a successful Initial Public Offering in the Indian capital markets.VISHAL MEGA MART crosses the 100-store mark, marking one of the fastest ever expansion of a hypermarket format anywhere in the world. Total operational retail space crosses 10 million square feet mark. Future Group acquires rural retail chain, Aadhar present in 65 rural locations.

Future Group not to list vishal mega martyet :

Kishore Biyani promoted Future Group is looking to manage its hypermarket
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format vishal mega mart as a separate entity. "We are looking at various possibilities to hive off vishal mega mart and the decision would be taken very soon," said Kishore Biyani, CEO of Future group.

Talking about the group's revenue target, Mr. Biyani said that vishal mega mart has annualized revenue of about Rs 4,000 crore (USD 1 billion) which will should be between Rs 6,000 crore and Rs 7,000 crore in the next year. Presently, around 80 vishal mega mart are operating countrywide and by the end of this year, company anticipates 100 percent growth by taking it to 160. At the moment, there are 5 hometowns and 35 E-Zones, which are expected to touch 10 and 70 respectively by 2008 end.

However Biyani said that the group was not looking at listing vishal mega mart in the immediate future. vishal mega mart is a hypermarket format of the Pantaloon Retail (India) Ltd. Market experts feel that the move would help the group to raise money for vishal mega mart, besides enabling it to continue expanding the network.

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The Future Group is also looking at fresh acquisitions to grow its retail business. The group is in advanced talks to pick up strategic stakes in

companies in the fashion and food retail space.

We are negotiating to pick up stakes in several retail firms that are mainly in the apparel and food segment. Some of these deals are in fairly advanced stages of negotiation, Kishore Biyani said.

Meanwhile, IPO of group's financial services arm Future Capital Holdings, proposing to raise around Rs 490 crore, has already been fully subscribed within the first four hours of opening.

R.C. Agawal to launch vishal mega mart Clubs:

After Bharti-Wal-Mart and Metro Cash & Carry, it's now vishal mega mart, the hypermarket chain of the Future Group, which is all set to foray into the wholesale/cash and carry retail format, with the launch of its first vishal mega
mart Club.

"We will launch our first wholesale/cash and carry retail format outlet vishal
mega mart Club in Ahmedabad shortly," said Mr. Rajan Malhotra, Head, vishal mega mart Category, Future Group. The 13,000-sq-ft wholesale outlets will be
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attached to the vishal mega mart hypermarket outlets across the country, he added. Drawing comparisons with the cash and carry formats that Metro and Bharti follow, Mr. Malhotra said, "Through our vishal mega mart Clubs, we will look at targeting not only institutions such as hotels and restaurants, and small retailers, but also, large families that do bulk purchasing. This is one of the main reasons why we chose to open the first outlet at Ahmedabad, as Gujarat still has large joint families."

Mr. Malhotra also said that unlike the hypermarket outlets that offer customers a choice of 30,000-40,000 stock keeping units (SKUs), the vishal mega mart Club outlets would offer around 600-800 SKUs, for which brands have already been short listed.

Talking about the vishal mega mart hypermarket outlets, Mr. Malhotra said, "Currently, there are 39 vishal mega mart hypermarket outlets across the country. While we plan to open 11 more stores within the next two months, plans are afoot to set up a total of 100 outlets by December 2007."
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Reacting to Bharti-Wal-Mart's entry into the retail category, Mr. Malhotra said that though definite plans had been etched out for the Group a year ago, the telecom giant's entry into the retail forum had expedited the implementation process.

vishal mega mart plans to add a total of 2.5-million sq ft retail space with an

investment of Rs 2,000-Rs 3,000 crore by June 2007. While the Future Group expects to clock a turnover of around Rs 4,500 crore, vishal mega mart plans to clock around Rs 2,000 crore by the end of the current fiscal.

PANTALOON vishal mega mart and Food Bazaar opening plans

In India, Pantaloon's vishal mega mart is planning to set up 300 hypermarkets by 2010-11. In addition, the company is aiming to increase its annual turnover to INR13,000 crore (USD3,036 million). vishal mega mart Chief Executive Officer Rajan Malhotra said: "We started with our first store in October 2001 and have now crossed the hundred mark with three stores opened today in Pune, Cuttack and Delhi. Our plan is to increase the number of our stores to 300 by end of the 2010-11 fiscal year". He added that the company is aiming at setting up another 35 stores by the end of June 2009 taking the total store count up to 135. The company has also announced plans to set up 450 Food Bazaar stores by 2011. According to a
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company spokesperson, "At present, there are 140 Food Bazaar stores, which we aim to expand to 450 stores by 2011." While all vishal mega mart stores will have a Food Bazaar store, as a shop in shop (SIS) format, there will be expansion in

the standalone format as well, the spokesperson added. As of now, there are 40 standalone Food Bazaar stores. Furthermore, 100 more standalone stores are expected as part of the expansion plan.

TITLE
Study of customer perception about kids section at vishal mega mart and provide measures for retaining customers.

INTRODUCTION
Customer perceptions are dynamic. First of all, with the developing relationship between customer and company, his perceptions of the company and its products or services will change.

The more experience the customer accumulates, the more his perceptions will shift from fact-based judgements to a more general meaning the whole relationship gains for him. Over time, he puts a stronger focus on the
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consequence of the product or service consumption.

Moreover, if the customers circumstances change, their needs and preferences often change too. In the external environment, the offerings of competitors, with which a customer compares a product or service will change, thus altering his perception of the best offer around. Another point is that the public opinion towards certain issues can change. This effect can reach from fashion trends to the public expectation of good corporate citizenship.Any serious effort to manage customer perceptions starts with a good measurement system.

Companies must be truly willing to look at the whole process of interaction through the customers eyes. For many companies, this requires a more or less extensive shift in mindset, since most departments from development to sales will be involved.

Research has been done on the impact of market share on the perceived quality of a product Depending on the nature of the product and the customers preferences, increasing market share can have positive or negative effects on how the customer perceives the product.

Positive effects of increasing market share on customer perception:

Increasing market share can send out positive signals by acting as an indicator
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of superior quality that is recognised by more and more other customers. This effect is particularly strong for premium priced products. Customers normally assume that a product must be of exceptional quality if it can gain such an unexpected market success despite its high price. Many brands offer positive emotional benefits of using a product that is popular in the markets. The value of a product or service can rise through increasing number of users of the same product, e.g. number of members of an online community, better availability of software for popular computer systems.

Negative effects of increasing market share on customer perception:

For premium and luxury products, customers may translate an increasing market share into a loss of exclusivity and thus perceive it as less valuable. The quality of services may suffer if they are consumed by increasing numbers of users. Diseconomies of scales and congestions can be observed with busy airports and many other services so that customers may look out for other providers that promise more timely service and convenience.

When the customer makes his buying decision, he evaluates the benefits he perceives from a particular product and compares them with the costs. The value a customer perceives when buying and using a product or service go beyond usability. There is a set of emotional values as well, such as social
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status, exclusivity, friendliness and responsiveness or the degree to which personal expectations and preferences are met. Similarly, the costs perceived by the customer, normally comprise more than the actual price. They also include costs of usage, the lost opportunity to use another offering, potential switching costs etc.

Hence, the customer establishes an equation between perceived benefits and perceived costs of one product and compares this to similar equations of other products.The important point here is the involvement of feelings, emotions and

perceptions. In todays competitive marketplace, these perceptions are becoming much more important for gaining sustainable competitive advantage. Customer perceptions are influenced by a variety of factors. Besides the actual outcome i.e. did the product or service deliver the expected function and did it fulfill the customers need the whole process of consumption and all interactions involved are of crucial importance. In todays globalised information driven economy this can also comprise issues like How other customers or influencing groups perceive the product or brand The degree to which the customer feels the actual marketing campaign addresses the most important issues Responsiveness and service quality of any affiliates

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Kids Section Of Vishal Mega Mart

Kids section of vishal mega mart is the most attractive section. It has five sub sections i.e. kids accessories, kids girl wear, kids boys wear, Infants wear and toys andsports warehouse. we will discuss about all these sub sections one by one.

1) Kids accessories
Kids accessories mainly have vests, briefs, caps,socks,,slips,belts etc. The main brand in this section are Pink & Blue, Power ranger n Disney.
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The sizes are available from two years to sixteen years. Brands available are: 1)Hello Baby 2)Baby Master 3)Auto Flow 4)Disney 5)Pink & Blue 6)Cumfy Dry 7)Lolas

2) kids girls wear

This section includes girls jeans, cargos, t-shirts, tops, night-suits, frocks, skirts , caprees and shorts. The main brands of this section are Disney,C Tee,pink & blue and Britney. The sizes available are: 22 for 2-3 yrs 24 for 3-4 yrs 26 for 5-6 yrs

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28 for 7-8 yrs 30 for 9-10 yrs 32 for 11-12 yrs 34 for 13-14 yrs 36 for 15-16 yrs

The Brands available are:1)Pink & Blue 2)Ctee 3)Disney 4)Ekta

3) kids boys wear

This section deals with boys jeans, cargos, shorts, shirts, t-shirts, caprees ,nightsuites and ethenic wears. Sizes are available from two years to sixteen years. Main brands of this section are pink & blue,power ranger,such,C Tee and oddish. Sizes available are: 22 for 2-3 yrs 24 for 3-4 yrs

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26 for 5-6 yrs 28 for 7-8 yrs 30 for 9-10 yrs 32 for 11-12 yrs 34 for 13-14 yrs 36 for 15-16 yrs

Brands available are:1)Power Ranger 2)Pink & Blue 3)Ctee 4)Clue Square 5)C.Wash 6)Odish 7)Such 8)Cucumber All fashionable and trendy wears are available here.besides this it has a large variety of cargos, t-shirts of different colours and designes,cotton shirts etc.

4) Infant wear
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Infant section comprises of infant accessories and infants wear.infants accessories includes diapers,receiving sheets,bibs,nappies,feeding bottels,sipers,feeding bowls,baby carry bags,booties,shooes,socks etc. Infant wear section have co-ordinates,nickers,frocks,wasts,pants ,skirts and clothes for new born baby The main brands of this sections are pink & blue,cucumber,Disney,tango,zero,mintu etc.

The sizes available are: Small (S) for 0-6 months Medium (M) for 6-12 months Large for (L) 12-18 months Extra large (XL) for 18-24 months

These all subsections have different brands. Some of them are national level and some are private level brands i.e. supplied by local venders. The main brands of kids section which is common in all are56 | P a g e

1)Disney 2)Tango 3)Mintu 4)Zero 5)Naturella 6)Power range 7)Pink & blue 8)Such 9)C Tee 10)Cucumber

DISNEY:

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vishal mega mart will start selling a range of clothes, toys, party decorations

and comic books at all its 52 stores across India.Walt Disney Inc, the popular American childrens entertainment company, has signed its first major agreement to sell a custom-made range of merchandise at an Indian retailer.
vishal mega mart, the supermarket chain of Pantaloon Retail India Ltd, Indias

largest listed retail company, will start selling a range of clothes, toys, party

decorations,comic books and other merchandise at all its 52 stores across India. While vishal mega mart had been selling Disney merchandise for more than two years, this agreement will involve special store-in-stores and creating products for the two Disney products that it has a licence for: Power Rangers and Disney Princes.
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This could help drive sales of childrens merchandise to Rs300 crore for the next fiscal year, from Rs120 crore for the year ended March 2007, said Rajan Malhotra, head vishal mega mart. vishal mega marts sales from childrens apparel sales were Rs90 crore last year, or 16% of all fashion sales, Malhotra said. While Disney sells around $30 billion in licensed merchandise globally, the business is just taking off in India. This is Disneys third merchandise tie-up in six months in India. It also launched Disney jeans stores and Disney artist stores,which sell licensed stationery, games, recently. In keeping with vishal
mega marts positioning as a value retailer, its Disney merchandise starts from

Rs60. While the Power Rangers collection comes from a Disney television series featuring crime fighting children, the Disney Princess line includes merchandise with popular women characters from the Disney stable, including Pocohontas, Sleeping Beauty, Cinderella and Snow White.

About Disney Princesses:

Disney Princess brand brings the eight beloved princesses: Ariel, Belle, Cinderella,Jasmine, Mulan, Pocahontas, Sleeping Beauty and Snow White from Disney's classic animated films together in a variety of products, entertainment and interactive experiences.

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About Power Ranger:

Power Rangers is a hit TV show worldwide among the kids who are the ultimate super-force charged with defending the earth. Now in its 15th seasoninternationally, the show refreshes each season with new costumes, storylines, actors and characters. Power Ranger is the best selling action figure of all time and has innumerable lines of merchandise across the world. About Pink & bule: Pink & blue brand is pantaloons own brand.It is the main brand of kids section.It deals with accessories also. It provide different products for both infants accessory and kids accessories.Here pinks stands for kids girls wear where as blue stands for kids boys wear.

5) Toys and Sports warehouse:

This section is again divided in to two parts i.e. toys and sport warehouse.

Toys:
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Toys section include soft toys,infant toys,rattels,teether,puzzles,board game,game C.D.remote cars,battery operated toys,blocks and baby pillows. Toys are of two types i.e. battery operated and non battery operated.most or the infant toys are non battery operated whereas toys for above 2 years age group are battery operated. The main brands are Sun baby - walker, prame Funskool board games ,puzzles, blocks Fisher price teether, rattle Creative puzzles, board games Hot wheels - cars Barbie - doll Surabhi

Soft toys:
This is the most attractive part of the section. Customers visiting kids section never forget to go through soft toys. Here customer can get a wide range of soft toys starting from Rs.39 to Rs.4599.
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The main brands are Play-n-pets Shadilal surabhi

Sports warehouse:
In sports warehouse customer can get nearly all playing tools. It includes Wooden games, different type of balls,cycle,gym apparatus,skates,cricket accessories and badminton.

Wooden games:
Basket net Hockey Base bat Cricket bat Table tennis bat Dott board

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 Carrom board Main brands are Jonex and B.D.M.

Balls:
Basket ball Football Leather ball Volley ball Tennis ball Rubber ball

Main brands are Jonex and Silvox.

Badminton:
Tennis racket Main brands are Max sports and Silvox.

Cycles Tri cycle Sports cycle

Main brands are hero and Kohinoor.

Gym Dumbbell Weight band Trade mill Power grip Skipping ropes

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 Twister

Cricket accessories Stump Gloves Helmet Bell Knee caps Arm guard

SkatesOnly one brand is Yorkie.

FAST MOVING SKUS

A Stock Keeping Unit or SKU is a unique identifier for each distinct product and service that can be purchased. Usage of the SKU system is rooted in data management, enabling the merchant to systematically track their inventory, such as in warehouses and retail outlets, and are often assigned and serialized at the merchant level. Each SKU is attached to an item, variant, product line, bundle,service, fee, or attachment. Kids section of vishal mega mart have various stock keeping units.some fast moving

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SKUs are mention here-

INFANT WEAR

LOLLAS DIAPER

Infants undershirt

Cotton frocks

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Girls cotton frocks

Girls T -shirts

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Boys T shirts

Boys co-ordinate

C.D.

GAMES

SMALL SOFT TOYS

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RESEARCH METHODOLOGY

Types of Research Research Design Types of Data Data Collection Method Sampling Techniques Sample Size Sample Unit

:- Descriptive Research. :- Sampling Design. :- Primary Data. :- Questionnaire. :- Convenient Sampling. :- 100 Respondents. :- Each respondent was considered as a single unit in the survey.

Data Analysis Tools

:- Bar-chart, Pie-chart and Tabular Presentation.

Universe of Study other places

:- VISHAL MEGA MART and some of VARANASI..

Results & Findings

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1) How often do you visit the kids section of VISHAL MEGA MART?
How often do you visit the kids section of vishal mega mart?
60 50 40 30 20 10 0 Every time Rarely 0 Never

No. of Customers

53 47

Frequency

How often do you visit the kids section of vishal mega mart?

0, 0%

47, 47% 53, 53%

Every timeRarely Never

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2) Among the following how many brands you are aware of?

Among the following how many brands you are aware of?
70 60 50 40 30 20 10 0 Pink & Blue C Tee Power Ranger Disney None of these 8 6

No. of Customers

66

43

22

Brands

Amo
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3) Kids section of VISHAL MEGA MART provides best discounts and offers.

Kids section of vishal mega mart provides best discounts and offers.
50 45 40 35 30 25 20 15 10 5 0 Strongly Agree Agree Neutral Disagree 0 Strongly Disagree

No. of Customers

45

26

15

14

Level of Satisfaction

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Kids section of vishal mega mart provides best discounts and offers.

14, 14%

0, 0%

15, 15%

26, 26%

45, 45%

Strongly Agree Agree NeutralDisagreetrongly Disagree S

4) Customer handling & customer care by sales person is friendly.

Cu t m so
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6 0

Custom
5) Visual Merchandising of kids section is effective.

V
6 0
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V
6) Proper signages are displayed in kids section.

6 0
74 | P a g e

7) I easily find the required size of kids apparels.

50
75 | P a g e

8) I am satisfied with the variety & design of kids apparels.

Ia m
6 0
76 | P a g e

I am
9) I have planned for purchasing apparels for my kids at home.

Ihv ae
6 0
77 | P a g e

I have
10) On the scale of 5 rate the quality of the products available in kids section of VISHAL MEGA MART?
The quality of the products available in kids section of

No. of Customers

vishal mega mart.

38 34

40 35 30 25 20 15 10 5 0

13 7 8

Marks

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The quality of the products available in kids section of vishal mega mart.

8, 8%

7, 7% 13, 13%

34, 34%

38, 38%

1 2 3 4 5

Analysis
According to data collected with the help of questionnaire nearly every customer visit in the kids session of VISHAL MEGA MART, varanasi, whenever they come for shopping at second floor of VISHAL MEGA MART, varanasi, This statement stands with the figures as well, as 53% of customers visit every time & 47% of customers visit rarely to this session. This is also true because kids section is the most attractive section of the store.

The 47% of customers rarely visit in kids section are those customers who comes at food bazaar and G.M.section at ground floor and first floor.kids
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section is on 2nd floor so they avoid to go there.

In the terms of brand awareness among the brands available in kids session of VISHAL MEGA MART, Disney has the maximum awareness in the mind of the customers followed by Pink & Blue. Disney has 45% of brand awareness and Pink & Blue 30% awareness.

Together Disney and Pink & Blue has 75% of brand awareness i.e. more than of the total. As we know Pink & Blue is the private level brand owned by pantaloon itself It is good for VISHAL MEGA MART that its private label brands are building brand awareness in the mind of the customers. Besides this power

ranger has 15% of awareness, C Tee has 6% of awareness and 4% of customers are unaware of any brand.

Now if we talk about the discounts and offers of kids session, then 45% of the customers are neutral i.e. they say sometimes it provides satisfactory discount and offers and sometimes not.15% of the customers are satisfied with the discount and offers of kids session i.e. they say kids apparels are available at affordable prices.26% are happy with the discount and offers but they want more discount as well,and 14% of customers are dissatisfied with the offers and
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discounts.

As far as the behaviour of sales person is concerned, 76% of the customers says sales person have a good knowledge about the products and the customer care & customer handling is effective. It also results in a fact that if we have to increase the sales & profits of the store then one sales person should be present in each department and that sales person should have complete knowledge about the session and the inventory kept in that session.16% customers show neutral behavior and 8% customers are not happy with the sales persons.

Visual Merchandising plays a very vital role in attracting the customers within the session and then converting the customers.In case of Visual Merchandise of kids section, 78% of the customers are satisfied with the Visual Merchandising

of kids session in which 52% are agree.18% customers are neutral and 4% are dissatisfied.

As far as signages are concerned 83% of customers are satisfied with the discount and offers written on signages i.e. they easily understand what scheme has been written on signages. This is good for VISHAL MEGA MART because on Saturday and Sunday when it is a time for rush and sales person is busy with other customers then these signages play a very important role in communicating that

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what discount and offers VISHAL MEGA MART is trying to communicate to the customers. Whereas 17% customers are neutral.

Now about the size of the products.74% of the customers say that they can easily find the required size of apparels for their kids. But there are also 26% of the customers who face problems in finding the size of apparels, especially when they try to find out apparels from the bin i.e. the inventory kept in the bin is not properly arranged, they need to be segregated by the sales person.

As far as variety and design of kids apparels are concerned, 77% of the customers are satisfied with the variety and design of kids apparels i.e. customers says they get the colour of their choice and the design of kids

apparels is also attractive. Also customers says that VISHAL MEGA MART provides fashionable apparels for their kids.17% customers are neutral and 6 5 of customers are not able to find out varieties.

As far as the impulse buying is concerned only 29% of the customers show impulse buying because of good Visual Merchandising, attractive discount and offers, kids forced to buy etc. This 29% is very less where 71% says that they plan at home before coming to VISHAL MEGA MART.

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Now talking about quality of the products.when customers were asked to rate the store out of scale of five,7% customers gave one marks.these are the customers who are highly dissatisfied with the store,whereas13% of customers gave two marks,38% customers gave three marks and 34% gave four marks.

It means as far as the quality of products is concerned only 42% of the customers are satisfied with the quality of the products.

Suggestion & Recommendation

In the Kids Section of VISHAL MEGA MART, customers do not find much variety of apparels for the new born babies and for the kids of 14+ ages. So there should be more variety of apparels for new born babies and for the kids of 14+ ages.

There are some regular customers who says that a special card or loyalty card should be issued to regular customers, so that the sales person can
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also recognize them and treat them accordingly. Some special discount should also be given for these regular customers for showing repeat purchases from VISHAL MEGA MART. In order to increase sales & profit of the kids section, sales person should be asked to arrange the stock according to colour blocking and related to sizes. For example: all the variety of T-Shirt should be hanged and there different sizes should be kept in the rack and they should be taken out when customers ask for a particular size after liking the design and colour of that T-Shirt.

As kids section contain many small products so more than 25% of the customers ask for trolleys and baskets. So some baskets should be kept in the section for the convenience of our customers. Also if we provide our customers trolleys and baskets just when they enter to the store then only they will get filled by the time a customer reaches to a cash counter. One of the most important point of increasing the sales is to get one to one with each customer i.e. each customer should be handled by one sales person. the more we reach to the customers the more will be the sale.
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 Another important aspect of increasing sales is to keep the section up. On every Monday sections should be changed slightly. Also sales person should have complete knowledge about the inventory kept in the section andscheme running related to the section. If by some reason the sales person is changed from one section to another, then give him 3-4 days time to understand the section and ask him daily to update the section so that he becomes use to of that section. Discount & offers should be changed from time to time and if those discount and offers are being announced from the CSD, then the CSD person should be updated with the latest discount & offers.A list of offers and discountsshould also provided to the cashiers.

All the bin which are kept in the kids section, they are loaded with the kids accessories, but the major problem is that, the stock of that bin is not segregated according to size i.e. if a customer has ask for a vest of 6 year old child then most of the time even the sales person fails to find the size on time & the customer do not wait for long. At last the sales person has to reject that it is not there. Whereas kids accessories is a product on which kids section gains the 100% margin i.e. kids accessories are sold without any discount. So it is a huge loss for the store whenever customer
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rejects to wait for the demanded size.

Most of the customers said that apart from VISHAL MEGA MART they make purchases from Lilliput,Vishal Mega Mart,Gini & Jony,Koutons,Salasar and the local market. So we also need to check what are the differences between product & offering of these stores and us.

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Conclusion
At last we can easily conclude that the customer perceptions are not much better with the products and services of kids section of VISHAL MEGA MART, VARANASI. Due to which Sales are also getting affected from week to week and year to year. We need to put some more efforts to grow our kids section of this store.

As the brand awareness of C Tee is also very less, so we need to put some extra efforts, we should take a help of print & media advertisement to increase the awareness of the same in the mind of the customers.

Also the kids section is not capable of impulse buying. Only those customers who have planned before coming to VISHAL MEGA MART are shopping for their kids. We need to arrange the section in such a way that customers are forced for the impulse purchase.it can be done by keeping attracting products and by keeping
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the section clean and well managed.

Also, today in the present scenario customers has a number of options available to them & they never like to wait, so we need to provide quicker services & try to trap more & more customers through our better products and services.

Also there are players in the market like Lilliput, Gini & Jony etc. whose target market is only kids, so we need to check what different they offer to there customers and why the customers are attracting to there stores.

SWOT ANALYSIS
SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective.

STRATEGIC USE: ORIENTING SWOTS TO AN OBJECTIVE

A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. An example of a strategic planning technique that incorporates an objective-driven SWOT analysis is Strategic Creative Analysis (SCAN)[1]. Strategic Planning, including SWOT and SCAN analysis, has been the subject of much research.
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Strengths: attributes of the person or company that are helpful to

achieving the objective. Weaknesses: attributes of the person or company that are harmful

to achieving the objective. Opportunities: external conditions that are helpful to achieving the

objective.

Threats: external conditions which could do damage to the

business's performance.

Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs.

First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated.

The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses, opportunities and threats. It is particularly helpful in identifying areas for development.
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SWOT ANALYSIS OF VISHAL MEGA MART STRENGTH

High brand-equity in evolving retail markets

State of arts infrastructure of the VISHAL MEGA MART outlets

Point of purchase promotions to increase the purchase Variety of stuff under single roof increasing customer time and available choices Weakness Unable to meet store operating parameters till now Falling revenue per square feet

OPPORTUNITY
Organized retail is just 4.15% of total pie of Indian retail market Evolving customer preferences in recent year

THREAT
Competitors, global big players planning to foray into market Unorganized retail market of India Government policies are not well defined in emerging markets like India.

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Bibliography & Apppendices

www.pantaloon.com

www.marketing @ knowledge.com

www.retailindia.com

www.google.com

Principles of Marketing management (Philip Kotler)

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 Marketing Research

Various discussions on Customer perception.

Questionnaire
1) How often do you visit the kids section of VISHAL MEGA MART?

Every time Rarely

Neve

2) Among the following how many brands you are aware of? Pink & Blue C Tee Power Ranger Disney None of these Tick your level of satisfaction:

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S.No. 3. Kids section of VISHAL MEGA MART provides best discounts and offers. Customer handling & customer care by sales person is friendly. Visual Merchandising of kids section is effective. Proper signages are displayed in kids section. I easily find the required size of kids apparels. I am satisfied with the variety & design of kids apparels. I have planned for purchasing apparels for my kids at home.

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

4. 5. 6. 7. 8. 9.

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10)

On the scale of 5 rate the quality of the products available in kids section of VISHAL MEGA MART? ___ ___ ___ ___ ___ 1 2 3 4 5

11)

Besides VISHAL MEGA MART from where else do you purchase apparels for your kids? ___________________________________________________________________ _________________________________________________________________

12)Any suggestions to improve our kids section? ___________________________________________________________________ _______________________________ Demographic Profile Name: Address: Age: Gender: Monthly household Income: ______________________ _____________________________________________ ______ years Male <10000 20000 30000 Occupation: Service Housewife Female 10000 - 20000 >30000 Business Others

E-mail: ___________________________@________________

Thank you for sharing your valuable time with us.