CONTENT

CHAPTER 1:- INTRODUCTION

 Introduction
 Objectives
 Methodology
 Chapterisation


CHAPTER 2:- COMPANY PROFILE

(a) GENERAL PROFILE

 Mission
 Origin & History
 Company Profile
 SWOT
 Unique achievements
 Future plans

(b) FUNCTIONAL PROFILE

 Production
 Finance
 Personal
 Marketing
CHAPTER 3:- CONCEPTUAL PROFILE
 Theoretical aspects of the “Concept”
 Applications of the “Concept” in the company

CHAPTER 4:- FINDINGS, ANALYSIS AND INTERPRETATION

CHAPTER 5:- SUMMARY AND SUGGESTIONS

 Summary
 Suggestions
ANNEXURES

BIBLIOGRAPHY
 CHAPTER 1

INTRODUCTION
 INTRODUCTION

Pantaloon Retail (India) Limited, is a large Indian retailer, which is part of

the Future Group, Whose MD and Group CEO is Mr. Kishore Biyani,
and operates multiple retail formats in both the value and lifestyle segment
of the Indian consumer market .With effect Jan. 1, the company separated
its discount store business, which includes the Big Bazaar hypermarket and
the Food Bazaar supermarket businesses, into Future Value Retail Ltd., its
wholly-owned subsidiary, so that the company may be listed independently.
The company’s brands include Pantaloons, a chain of fashion outlets, Big
Bazaar, a hypermarket chain and Food Bazaar, a supermarket chain. Some
of the company's other regional brands include, Depot, Shoe
Factory, Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara.

A subsidiary company, Home Solutions Retail (India) Limited, operates

Home Town, a large-format home solutions store, Collection i, selling home
furniture products and E-Zone focused on catering to the consumer electronics
segment.

The first Pantaloon was opened in Gariahat in 1997. Over the years, it has
undergone several transitions. When it was first launched, this store mostly
sold external brands. Gradually, it started retailing a mix of external brands
while at the same time introduced its own private brands. Initially
positioned as a family store, it finally veered towards becoming a fashion
store with an emphasis on 'youth' and clear focus on ‘fresh fashion’.
Today, the fashion store extends to almost all the major cities across the
country. Pantaloons have established its presence with stores not just in the
metros, but also in smaller towns. Pantaloons stores have a wide variety of
categories like casual wear, ethnic wear, formalwear, party wear and
sportswear for Men, Women and Kids.
It includes different varieties Bare Denim, Umm, John Miller, Provogue,
Spyker, Agile, Rig, Lee Cooper, Anabelle, Honey, Jealous21, aLL, Urban
Yoga.

'Fresh Fashion' an idea that has captured the imagination of young India.
With a focus on the youth of today, Pantaloons offers trendy and hip fashion
that defines the hopes and aspirations of this demography.
 OBJECTIVE
 To know the loyalty program adopted by Pantaloons and other apparel retailers.
 To know how Pantaloons retain customers using loyalty program.
 To understand the role of loyalty program in retail stores.
 To know how pantaloons provide outstanding discounts and offers to the
customers.
 To understand about the PBGC- PAYBACK GREEN CARD.
 To measure the satisfaction level of overall shopping experience at Pantaloon.

NEED FOR STUDY

Customer service is normally an integral part of a company’s customer value proposition.
This is one of the benefits that describe what is the level of focus of any retailer to provide
services to the customers. It is very important to make a point that unless a retailer is not
aware of the customer expectations of the services, it becomes quite a tedious task for any
retailer to set his own service standards for his store. Because of the simple fact that all the
efforts are in vein if the provided services are of no use to the customers.

One should clearly understand that the whole concept of retail mix comes into picture for the
simple reason of providing all that a retailer had thought of, and the level of services he had
planned.

Customer service is the provision of service to customers before, during and after a purchase.

Customer service may be employed to generate such competitive advantage as a particular

service proposition can be harder to copy for competitors a company may attempt to
differentiate itself from its competition through the provision of better customer service. The
consistent delivery of superior service requires the careful design and execution of a whole
system of activities that includes people, technology, and processes.
 METHODOLOGY OF THE STUDY

RESEARCH APPROACH.
The survey method was adopted for collecting the primary data. Survey research is the
systematic gathering of data from respondents through questionnaire.

RESEARCH INSTRUMENT.
The data for this research was collected by survey techniques using interview method, guided
by questionnaire.

SAMPLING SIZE.
Sampling size is the number of items selected from the universe to constitute the sample. In
this study, a sample study of 95 has been chosen

SAMPLING METHOD.
Non-probability sampling

This type of sampling technique gives no assurance that every element has some specifiable
change of being included. It is clear that for non-probability samples, there is no way of
calculating the margin of error and the confidence level.

SAMPLING AREA.
This study was undertaken at Pantaloons, Visakhapatnam.
  DATA COLLECTION DESIGN.

A marketing researcher has to make a plan for collecting data which may be primary
data, secondary data, and questionnaires.

PRIMARY DATA.

The first-hand information collected for our study is known as primary data.The
primary data was obtained by administering survey method, guided by questionnaire to
collect information from customers. The questionnaire is both open and closed ended
questions. These methods were adopted since the data which is required is highly focused on
customer satisfaction.

SECONDARY DATA.

The secondary data collected through various sources like

1. Collected through internet related to industry, company, competitions, etc.

2. Review of articles being published on the topic in various magazines and newspapers.
3. Data are collected from the company brochures.

ANALYSIS DESIGN.

The study has used various statistical tools for the analysis of data. They are

1. Percentage analysis.
2. Cross tabulation.
 Chapterisation
The entire research work will run into five chapters. The first chapter is on introduction
which brings out the importance of the study, and states its objectives. It also include
methodology. Chapter 2 will contain company profile – (a)General profile and (b)Functional
profile. A quick look on subjective well-being will also be carried out in conceptual profile in
chapter 4-finding and analysis and discussion will be done in chapter 4-suggestions for
further research will be presented in chapter 5. Followed by Annexure and Bibliography.
 CHAPTER-2

COMPANY PROFILE

 GENRAL PROFILE

 FUNCTIONAL PROFILE
 INDUSTRY PROFILE

Retailing in India is one of the pillars of its economy and accounts for 14 to 15
percent of its GDP. The Indian retail market is estimated to be US $450billion and one of the
top five retail markets in the world by economic value. India is one of the fastest growing
retail markets in the world, with 1.2 billion people.

India's retailing industry is essentially owner manned small shops. In 2010, larger
format convenience stores and supermarkets accounted for about 4 percent of the industry,
and these were present only in large urban centers. India's retail and logistics industry
employs about 40 million Indians (3.3% of Indian population).

Until 2011, Indian central government denied foreign direct investment (FDI) in
multi-brand retail, forbidding foreign groups from any ownership in supermarkets,
convenience stores or any retail outlets. Even single-brand retail was limited to 51%
ownership and a bureaucratic process.

In November 2011, India's central government announced retail reforms for both
multi-brand stores and single-brand stores. These market reforms paved the way for retail
innovation and competition with multi-brand retailers such as WalMart, Carrefour and Tesco,
as well single brand majors such as IKEA, Nike, and Apple. The announcement sparked
intense activism, both in opposition and in support of the reforms. In December 2011, under
pressure from the opposition, Indian government placed the retail reforms on hold till it
reaches a consensus.

In January 2012, India approved reforms for single-brand stores welcoming anyone in
the world to innovate in Indian retail market with 100% ownership, but imposed the
requirement that the single brand retailer source 30 percent of its goods from India. Indian
government continues the hold on retail reforms for multi-brand stores. IKEA announced in
January that it is putting on hold its plan to open stores in India because of the 30 percent
requirement. Fitch believes that the 30 percent requirement is likely to significantly delay if
not prevent most single brand majors from Europe, USA and Japan from opening stores and
creating associated jobs in India.

Organized retailing, in India, refers to trading activities undertaken by licensed

retailers, that is, those who are registered for sales tax, income tax, etc. These include the
publicly-traded supermarkets, corporate-backed hypermarkets and retail chains, and also the
privately owned large retail businesses.

Unorganized retailing, on the other hand, refers to the traditional formats of low-cost
retailing, for example, the local mom and pop store, owner manned general stores, paan/beedi
shops, convenience stores, hand cart and pavement vendors, etc.Organised retailing was
absent in most rural and small towns of India in 2010. Supermarkets and similar organized
retail accounted for just 4% of the market.

Background:

India's retail and logistics industry, organized and unorganized in combination,

employs about 40 million Indians (3.3% of Indian population). The typical Indian retail shops
are very small. Over 14 million outlets operate in the country and only 4% of them being
larger than 500 sq ft (46 m2) in size. India has about 11 shop outlets for every 1000 people.
Vast majority of the unorganized retail shops in India employ family members, do not have
the scale to procure or transport products at high volume wholesale level, have limited to no
quality control or fake-versus-authentic product screening technology and have no training on
safe and hygienic storage, packaging or logistics. The unorganized retail shops source their
products from a chain of middlemen who mark up the product as it moves from farmer or
producer to the consumer. The unorganized retail shops typically offer no after-sales support
or service. Finally, most transactions at unorganized retail shops are done with cash, with all
sales being final.

Major Indian retailers

 REI AGRO LTD Retail: 6TEN and 6TEN kirana stores

 Future Groups-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station,
Brand Factory, Depot, all, E-Zone etc.
 Raymond Ltd.: Textiles, The Raymond Shop, Park Avenue, Park Avenue Woman, Parx,
Colour plus, Neck Ties & More, Shirts & More etc.
 Fabindia: Textiles, Home furnishings, handloom apparel, jewellery
 The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, Titan
Industries with World of Titans showrooms, Tanishq outlets, Croma.
 Reliance Retail-Formats: Reliance MART, Reliance SUPER, Reliance FRESH, Reliance
Footprint, Reliance Living, Reliance Digital, Reliance Jewellery, Reliance Trends,
Reliance Autozone, iStore
 Reliance ADAG Retail-Format: Reliance World
 K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, In orbit Mall
Government Initiatives
Finally paving way for foreign retailers like Wal-Mart, Tesco and Carrefour to open
independent retail stores in India, the Government has initiated steps towards allowing 51 per
cent FDI in multi-brand retail and raising FDI limit in single brand retail from 51 per cent to
100 per cent.

Road Ahead

The BMI India Retail Report for the first quarter of 2012 released forecasts that the
total retail sales will grow from US $422.09 billion in 2011 to US $825.46 billion by 2015.
The report highlights strong underlying economic growth, population expansion, increasing
disposable income and rapid emergence of organized retail infrastructure as major factors
behind the forecast growth.

The report further predicts that sales through mass grocery retail (MGR) outlets will
increase by 219 per cent to reach US $28.14 billion by 2015 while automotive sales would
swell by almost 44.8 per cent from 3.6 million units in 2011 to 5.21 million units in 2015.
Consumer electronic sales are estimated at US $29.44 billion in 2011, with over-the-counter
(OTC) pharmaceutical sales at US$ 3.03 billion.

On the similar lines, global consultancy firm PricewaterhouseCoopers expects Indian

retail sector to be worth US $900 by 2014 in its report ‘Strong and Steady 2011'.

Brief About Indian Retail Industry

India Continues to be an Attractive Proposition for Retail

 India is set to become a US $450 billion market by 2015

 Current share of organized retail is estimated to be 4-5% i.e. US $18-20 billion
market.
 It is expected to expand to 14-18% by 2015 i.e. US $75 billion.
 India is at the brink of a Creative Economy driven by speed and imagination
  Shopping basket of average Indian ranges from US $7-10 lower than international
average is expected to increase
 India is one of the youngest consumer markets in the world. Over 50% of the
population is below the age of 25 years
 India’s working population to be 68% in FY2020 from 63% in FY2008

Competitors: - The number and size of direct competitors is important. Ideally, you want the
company to have as little competition as possible, but this rarely happens. Determine who the
direct competitors are and how they are all positioned in the market. A smaller regional
discount store might find it tough to compete with new Wal-Mart stores opening up every
month. Take a look at the big picture, find out what differentiates the company from its
competitors. Do they have better prices, service, or offer higher quality goods than their
competition? Grocery stores might find it hard to differentiate themselves from competitors:
after all, an apple is an apple. Higher-end retailers, however, may have an easier time as they
try to compete on service or quality.

 Size of the Market - Determining the overall size of the market gives us an indication
of the potential for the market. If you had the choice between a company with a 25%
share of a $10 million market or a 25% share of a $1 billion market, which one would
you chose?
 Other Factors - Some analysts even go as far as evaluating the retail strategy that the
companies use. For example, does the company have a fresh look? Are their stores
clean, bright and fun to shop in? Swedish retailer Ikea has done an excellent job of
designing their stores for visual appeal, and quite possibly it has equated to very
strong sales.
 COMPANY PROFILE

OUR VISION
To be a Premium Global Conglomerate with a clear focus on each business

OUR MISSION
To deliver Superior Value to our Customers, Shareholders, Employees and Society at large

OUR VALUES
Integrity, Commitment, Passion, Seamlessness, Speed

A US $40 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is
anchored by an extraordinary force of over 120,000 employees belonging to 42 nationalities.
The Group has been ranked Number 4 in the global 'Top Companies for Leaders' survey and
ranked Number 1 in Asia Pacific for 2011. 'Top Companies for Leaders' is the most
comprehensive study of organizational leadership in the world conducted by Aon Hewitt,
Fortune Magazine, and RBL (a strategic HR and Leadership Advisory firm).
The Group topped the Nielsen's Corporate Image Monitor 2013-14 for the second year
running, emerging as Number 1 corporate, the 'Best in Class', across the six pillars of
corporate performance:
Products and services, vision and leadership, workplace environment, financial performance,
operating style and social responsibility.

MOTTO:
 “Customer Satisfaction is our real motto”.
 Customer is our real boss and our real master.
 A customer is not an interruption in our work; he is the purpose of it.

Operating in 36 countries across the globe:

Australia | Austria | Bangladesh | Brazil | Canada | China | Egypt | France | Germany |

Hungary | India | Indonesia | Italy | Ivory Coast | Japan | Korea | Laos | Luxembourg |
Myanmar | Malaysia | Philippines | Poland | Russia | Switzerland | Singapore | Sri Lanka |
South Africa | Spain| Sweden | Tanzania | Thailand | Turkey | UAE | UK | USA | Vietna
 BUSINESS OVERVIEW

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The
first Pantaloons store was launched in, Visakhapatnam in 2015. As of March 2015, there are
76 Pantaloons stores in 44 cities. A pantaloons was previously controlled by the Future
Group, but has now been taken over by Aditya Birla Group Limited (ABGL). According to
the Brand Trust Report 2015, a study conducted by Trust Research Advisory, Pantaloons
featured among 100 most trusted brands in India. Pantaloons, one of the fastest growing,
premium lifestyle apparel companies in India, is constantly innovating designs, concepts and
products by infusing the latest trends in fashion and clothing styles. With a vast collection of
more than a 100 prestigious brands for the discerning fashionista, Pantaloons offers an
incredible and complete one-stop shopping experience to its buyers. The 87 aesthetically
designed stores spread across the country, display a range of classy and trendy merchandise
that truly lives up to Pantaloons' maxim of 'fresh fashion'.

A typical Pantaloons store is spread across a sprawling retail space of about 28,000
sq. ft., with a brand portfolio that runs across a wide gamut of styles that spell class. The
range caters to women, men and kids alike. The collection is all about ready-to-wear western
and ethnic apparel for men, women and kids, complimented with an exhaustive range of
accessories.

The women's section houses private labels of Bare Denim, Bare Leisure, Rig,
Annabelle, Honey, and Ajile, in western wear, in addition to a choice of ethnic wear from
Rang Manch, Trishaa and Akkriti. Other popular brands like Lee Cooper, Biba and W are
also available.

The private labels for men in western wear include Lombard, Rig, Bare Denim, Bare
Leisure and JM Sport apart from trendy brands like Urbana, Scullers, John Miller and Indigo
Nation while Akkriti provides a wide selection of ethnic wear.

Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in
exclusive brands like Lee Cooper Juniors, Chalk, Pink & Blue and Sach in addition to
international brands like Barbie and Disney which cater exclusively to kids. For the ethnic
look, they can opt for traditional wear from Akkriti.
 Pantaloons offer much more than just apparel. Customers can shop from an
assortment of watches from renowned international brands like Tommy Hilfiger, Esprit,
Kenneth Cole, Citizen and Timex, or Titan and Fastrack among other brands. Trendy
sunglasses from Polaroid, Guess, Police, Scott, I Dee and Allen Solly are available. The
accessories and beauty segments display an attractive collection of lady's handbags from
Lavie, Caprese, Fiorelli and Fastrack. Also available are products from color cosmetic brands
of Bourjois, Chambor, Deborah, Faces, Revlon, Maybelline and Lakmé, and a collection of
exotic fragrances.

With its overwhelming repertoire of lifestyle apparel brands, Pantaloons is focused on

growth while continuing to create fresh fashion. A pantaloons is recognized by its warm
personalized service that completes the core proposition of this trendy chain.

VISAKHAPATNAM - PANTALOONS:
Pantaloons, the newly acquired business by The Aditya Birla Group, is a powerhouse of fresh
fashion and innovation. Pantaloons apparels spell comfort and elegance, combined with a
'freshness' that is unparalleled. The styles cover a gamut of ready-to-wear western and Indian
apparel for men, women and kids in addition to accessories and exotic fragrances. With a
strong national presence in 100+ exclusive stores, Pantaloons houses over a 100 prestigious
brands that have something fresh for everyone.

FOUNDATION

INDUSTRY Fashion Retail

FOUNDED 2015
Headquarters Mumbai, Maharashtra, India
Number of locations 86
Branch VIP Road, Visakhapatnam
Products Department Stores
Number of employees 33
CEO Shital Mehta
CFO S. Visvanathan
 SWOT Analysis:

Strength

Threat SWOT Weakness

Oppurtunity

Strength:

 It is India’s largest retailer having 1000 stores across 70 cities in India

 It is country’s largest retailer by market capitalization and revenue

 It manages high number of purchase orders

 It is always updated with changing consumer preferences

 Popular brand with a high presence across India.

Weakness:

 It serves mass consumer base, still skilled labour force is not adequate when
compared with global standards

 Consumers from premium target group perceive it as low quality brand.

Opportunity:

 Increase in footfalls by increasing ATL – TV commercial promotions

 India is fast emerging as retail hub for top brands as government allowed FDI in
single brand and multi brand retail

Threats:

 Strong competition from unorganized retail sector in India.

 Government policies are not well defined in emerging markets

Online shopping is emerging trend in consumers due to convenience

FUNCTIONAL PROFILE

 PRODUCTION PORTFOLIO
 FINANCE PORTFOLIO
 PERSONAL PORTFOLIO
 MARKET PORTFOLIO
 PRODUCTION PORTFOLIO
APPAREL, BRANDS AND ACCESSORIES

Pantaloons offers its customers a collection of apparels and accessories from the stables of
globally renowned brands. The private labels for men in western wear include Lombard, Rig,
Bare Denim, Bare Leisure, SF Jeans, Byford, F Factor and JM Sport apart from trendy brands
like Urbana, Scullers, John Miller and Indigo Nation. Akkriti provides a wide selection of
ethnic wear.

The women’s section houses the private labels — Bare Denim, Bare Leisure, Rig, Annabelle,
Honey, and Ajile — in western wear, as well as the choicest ethnic wear from RangManch,
Trishaa and Akkriti. Popular brands like Lee Cooper, Biba and W are also available. The
formal wear section offers a range of crisp and well-tailored collection by popular
international brands such as Van Heusen, Allen Solly, Peter England and Louis Philippe.

Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in
exclusive brands like Lee Cooper Juniors, Chalk, Poppers, Pink & Blue, and Sach in addition
to international brands like Barbie and Disney. For the ethnic look, they can opt for
traditional wear from Akkriti. The portfolio of brands also includes infant wear by Chirpie
Pie.

Pantaloons offers much more than just apparel. Customers can shop from an assortment of
watches from renowned international brands, including Tommy Hilfiger, Esprit, Kenneth
Cole, Citizen, Timex, Titan and others.

Trendy sunglasses from Polaroid, Guess, Police, Scott, I Dee and Allen Solly are also
available. The accessories and beauty segments display an attractive collection of ladies’
handbags from Lavie, Caprese, Fiorelli and Fastrack. Also available are products from colour
cosmetic brands such as Bourjois, Chambor, Deborah, Faces, Revlon, Maybelline, and
Lakmé, as well as a wide collection of exotic fragrances.
In its endeavour to meet the consumer’s ever-changing fashion needs, Pantaloons has
introduced new brands that include Candies, Alto Moda, Turtle, Spykar, 109°F, AND,
Chemistry, Global Desi and Giny & Jony.

Pantaloons is an integral part of the prestigious Aditya Birla Group, a US $40 billion Indian
multinational company, operating in 36 countries across the globe with over 120,000
employees. Voted as ‘India’s Most Trusted Apparel Retail Brand’ in the prestigious Brand
Equity Survey 2014, Pantaloons continues to nurture consumer trust and confidence.

With its overwhelming repertoire of lifestyle apparel brands, the company is focused on
growth while continuing to create fresh fashion. Among some of the top clothing brands in
India, Pantaloons is recognized by its warm personalized service that completes the core
proposition of this trendy chain.

BRANDS:

MEN’S WEAR:

WOMEN’S WEAR:

ETHNIC WEAR:

KIDS WEAR:
Service Process

Retail operations:

Starting to ending of the store is taken care by the operation department.

 Entering time to exit time of a customer

 Including housekeeping – where hygiene the atmosphere and the layout is maintained
and Air conditioning also.

 Day to day functioning activity, like: coming to duty and performing the task that is
assigned on that day, maintaining all the records in a perfect way – it is maintained in
two way: in book records and same is in system also.

Logistics:

 Inward outward movement of the product.

 Tagging

 External warehouse movement

 Stock-replenishing

 Managing the stock without any damage

 Checking CSD (Customer Service Development) activities every day.

 FINANCE PORTFOLIO
 Financial Management:

Capital Structure (Pantaloons Fashion & Retail)

Period Instrument Authorized Issued Capital -PAIDUP-

Capital

From To (Rs. cr) (Rs. cr) Shares (nos) Face Value Capital

2013 2014 Equity Share 100 92.79 92793529 10 92.79

2012 2013 Equity Share 10 0.5 500000 10 0.5

2011 2012 Equity Share 10 0.5 500000 10 0.5

Source : Dion Global Solutions Limited

Operating Profit & OPM

Operating Profit gives an indication of the current operational profitability of the business
and allows a comparison of profitability between different companies after removing out
expenses that can obscure how the company is really performing.

Interest cost depends on the management's choice of financing, tax can vary widely
depending on acquisitions and losses in prior years, and depreciation and amortization
policies may differ from company to company
Dividend Analysis:
Dividend is a payment made by a company to its shareholders usually as a distribution of
profits. When a company makes profit it can either re-invest it in the business or it distribute
it to its shareholders by way of dividends. The dividend payout ratio is the amount of
dividends paid to shareholders relative to the amount of total net profit of a company.
A reduction in dividends paid is not appreciated by investors and usually the stock price
moves down as this could point towards difficult times ahead for the company. On the other
hand a stable dividend payout ratio indicates a solid dividend policy by the company's
management.
Balance sheet of Pantaloons Fashion and Retail Ltd.:(All India)

Balance Sheet of Pantaloons Fashion & ------------------- in Rs. Cr. -------------------

Retail
Mar '15 Mar '14 Mar '13 Mar '12

12 mths 12 mths 12 mths 12 mths

Sources Of Funds

Total Share Capital 93.30 1.01 1.01 1.01

Equity Share Capital 92.79 0.50 0.50 0.50

Share Application Money 0.00 846.32 0.00 0.00

Preference Share Capital 0.51 0.51 0.51 0.51

Reserves 486.17 -77.80 0.20 -0.88

Networth 579.47 769.53 1.21 0.13

Secured Loans 715.46 496.54 0.00 0.00

Unsecured Loans 300.00 987.20 0.00 0.00

Total Debt 1,015.46 1,483.74 0.00 0.00

Total Liabilities 1,594.93 2,253.27 1.21 0.13

Mar '14 Mar '13 Mar '12 Mar '11

12 mths 12 mths 12 mths 12 mths

Application Of Funds

Gross Block 1,976.48 1,873.83 0.00 0.00

Less: Revaluation Reserves 0.00 0.00 0.00 0.00

Less: Accum. Depreciation 343.31 236.57 0.00 0.00

Net Block 1,633.17 1,637.26 0.00 0.00

Capital Work in Progress 24.85 13.55 0.00 0.00

Investments 5.99 800.00 0.32 0.32

Inventories 358.35 324.87 0.20 0.20

Sundry Debtors 17.00 6.98 1.79 0.63

Cash and Bank Balance 10.82 19.23 0.05 0.03

Total Current Assets 386.17 351.08 2.04 0.86

Loans and Advances 103.05 80.39 1.43 0.66

Fixed Deposits 0.00 0.00 0.00 0.00

Total CA, Loans & Advances 489.22 431.47 3.47 1.52

Deferred Credit 0.00 0.00 0.00 0.00

Current Liabilities 542.92 623.91 1.92 1.61

Provisions 15.38 5.10 0.66 0.10

Total CL & Provisions 558.30 629.01 2.58 1.71

Net Current Assets -69.08 -197.54 0.89 -0.19

Miscellaneous Expenses 0.00 0.00 0.00 0.00

Total Assets 1,594.93 2,253.27 1.21 0.13

Contingent Liabilities 21.22 5.19 0.00 0.00

Book Value (Rs) 62.39 -1,546.00 14.00 -7.60

Source : Dion Global Solutions Limited

 PERSONAL PORTFOLIO
Limited, is a large Indian retailer, which is part of
the Future Group, Whose MD and Group CEO is Mr. Kishore Biyani,
and operates multiple retail formats in both the value and lifestyle segment
of the Indian consumer market .With effect Jan. 1, the company separated
its discount store business, which includes the Big Bazaar hypermarket and
the Food Bazaar supermarket businesses, into Future Value Retail Ltd., its
wholly-owned subsidiary, so that the company may be listed independently.
The company’s brands include Pantaloons, a chain of fashion outlets, Big
Bazaar, a hypermarket chain and Food Bazaar, a supermarket chain. Some
of the company's other regional brands include, Depot, Shoe
Factory, Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara.

A subsidiary company, Home Solutions Retail (India) Limited, operates

Home Town, a large-format home solutions store, Collection i, selling home
furniture products and E-Zone focused on catering to the consumer electronics
segment.

The first Pantaloon was opened in Gariahat in 1997. Over the years, it has
undergone several transitions. When it was first launched, this store mostly
sold external brands. Gradually, it started retailing a mix of external brands
while at the same time introduced its own private brands. Initially
positioned as a family store, it finally veered towards becoming a fashion
store with an emphasis on 'youth' and clear focus on ‘fresh fashion’.
Today, the fashion store extends to almost all the major cities across the
country. Pantaloons have established its presence with stores not just in the
metros, but also in smaller towns. Pantaloons stores have a wide variety of
categories like casual wear, ethnic wear, formalwear, party wear and
sportswear for Men, Women and Kids.
It includes different varieties Bare Denim, Umm, John Miller, Provogue,
Spyker, Agile, Rig, Lee Cooper, Anabelle, Honey, Jealous21, aLL, Urban
Yoga.

'Fresh Fashion' an idea that has captured the imagination of young India.
With a focus on the youth of today, Pantaloons offers trendy and hip fashion
that defines the hopes and aspirations of this demography.
WHO’S WHO: The team of Visakhapatnam Pantaloons?
CEO: - Shital Mehta

CFO: - S. Visvanath

Store Manager: - Babu Rao

Asst. Store Manager: - Srinivas

Marketing Manager: - Sravan

HR Manager: - Prem Kumar

Department Manager: - Srikanth, Raghu

VM: - Srinivas Reddy Alluri

Admin Manager: - Nimmi Srinivas

Inventory Manager: - Siva Prasad

Maintenance: - Srinivas

SHITAL MEHTA, C.E.O Vishakhapatnam PANTALOONS

HUMAN RESOURCE MANAGEMENT:

Selection Process:

Band 1 (Non Executives)

Referrals NGOs Walk-In

HR

Departmental Manager

Selection process for Band 1 (Non Executives):

Candidates will be chosen from Referrals or NGOs or Walk-in. then they will be called by
the concerned HR Manager for further selection process.

HR manager will be conducting some tests, like: Communication, group value etc.

Then in the final stage candidates will be meeting with the Departmental Heads or the
functional heads.

Band 2 (Executives)
 Zonal office Selected by respective
functional heads

CVs will be sent from the

store

Candidates will be
meeting Store Manager

Selection process for Band 2 (Executives):

All procedure starts from the Zonal office. In zonal office Functional heads will be selecting
the desired candidates for the store.

Then the selected candidates CVs will be sent to the respective stores and then those
candidates must report to the stores on the mentioned date to meet Store Manager.

HR polices:

Leave policy:

 Only leaves of 7 days will be given to the new employees for the first 6 months.

 If it is more than 7 days then the exceeded days will be converted to working days and
those working days salaries won’t be paid.

 After confirmation (6 months) more leaves will be granted.

Performance Management System

 Minimum 1 year should be completed by the employees in the store to avail this
system.

 According to the performance rating scale the salaries will be changing:

Rating Scale:

F.E.E. – Far Exceed Expectation

E.E. – Exceed Expectation Increment in Salaries

 M.E. – Matched Expectation

B.E. – Below Expectation

F.B.E. – Far below Expectation Salaries remains constant

Employees Welfare:

 Giving GIFT VOUCHERS to newly married couples [Rs. 1000].

 Employees State Insurance Corporation to all the employees of Pantaloons.

 Medical insurance for Band 2 and above will be getting cashless payment card

It will be benefited to:

Father, Mother, Self, Spouse and children [Rs. 250000]

 Statutory Benefit (Provident fund, Gratuity)

Discipline:

 Integrity

 Should come on time.

 1 month coming late then 3 days will be given half salary.

 If this continues for 3 months, 1st warning will be given and on 3rd warning they will
be removed from the job.

 Well groomed.

 Following all the rules and regulations made by the organization.

HR POLICIES:

 Employee Discipline:

• Willful insubordination/disobedience either alone/in association with others.

• Taking bribes, causing sabotage and willful damage, theft or fraud in connection with
company’s work or property
• Giving false information to the company or concealing information at any point of
time
• Habitual absence without leave or absence without leave for more than ten
consecutive days or overstaying the sanctioned leave without sufficient grounds or
proper or satisfactory explanation
• Habitual negligence of work or negligence.
• Refusal to communicate to the Management.
• Drinking/gambling/creating nuisance in the premises.
• Spreading false rumors or other acts of indiscipline.
• Collection of money without the permission of Manager of within the premises of the
Company or indulging in any kinds of integrity issues will result in losing
employment with in organization, without any further notice.
• Striking work/inciting others to strike or other acts subversive of discipline.

 Attendance:

 For the purpose of recording attendance electronic systems have been implemented.
The identity card acts as swipe cards for registering daily attendance. One can also
view the attendance details in Poornata

 In case an employee cannot swipe his ID card / or in case the employee has forgotten
to swipe his id card or his attendance is not recorded due to some technical glitch, the
employee will need to apply for regularization via Poornata and the same needs to be
approved by his manager.

 The attendance cycle is 16th of the current month to 15th of the next month. All
regularization of attendance is to be done before that.

 If for any reason the employee is going to be late or absent, he/she is responsible to
keep their immediate manager informed. Reporting late for work is not an appreciable
practice.

 Outdoor rule: In the event that the employee is required to move out of the office, as
a part of the job, the employee is required to update it as “Outdoor Duty” on Poornata.
This needs to be approved by the HOD or Immediate Manager.

 Dress Code Policy:

• Objective: Maintain a professional working environment by dressing formally on all

working days. Applicable to all employees, on all shifts, seven days a week.
 • Guidelines:
o All employees who have Customer interfacing jobs have been provided
uniforms by the Organisation
o Staff would need to ensure they wear their uniforms as and when provided,
failing which they will not be allowed to work.
o In case the uniform is not available, the staff is encouraged to come in formals.
• Male: Jeans-T-shirt, long hair, keeping beard is discouraged at work-place for all the
Band employees
• Female: Jeans-T-shirt, Heavy jewellery, sleeveless T-shirts, open hair, flower garland
in hair is discouraged at work-place for all the Band employees
The employees are expected to maintain properly grooming standards (properly
combed hair, clean shaven, regular bath to avoid body odour)

 Mediclaim:

 Incentives- Details:

SI.No Weekly Incentive Monthly Incentive

1 3 payout slabs - 1) 90.55% to 3 payout slabs - 1) 99.55% to

 99.54%
2) 99.55% to 109.54%
3) 109.55% & above
Payouts to be done basis RP
2 achievement%, whether
higher or lower.
Payout done on the basis of
cluster/dept/store achievement
3
as applicable to each band or
function
4 Frequency - Weekly
If any employee is off from
work unauthorized for more
5 than 4 days in a week,
his/her incentive for the week
stands cancelled.
In case of 4 days or less
unauthorized leaves, perk to
6
be paid only for the no. of
days present.
Weekly Perk to be paid in
7 approved leaves.
case of approved leaves.
In case of long leaves (30
8 days or more) no weekly perk
shall be applicable.
104.54%
2) 104.55 to 109.54%
3) 109.55% & above
Payouts to be done basis RP
achievement%, whether higher or
lower.
Monthly perk payout criteria –
1) In case of FAs/DMs who get
perk basis cluster/dept level
achievement: Store to achieve
minimum 90% of RP and
cluster/dept to achieve minimum
99.55%.
2) In case of Support staffs who get
perk basis store level achievement:
Store to achieve minimum 99.55%
of RP
Frequency – Monthly
If any employee is off from work
unauthorized for more than 2 weeks
in a month, his/her incentive for the
month stands cancelled.
In case of 2 weeks or less
unauthorized leaves, perk to be paid
only for the no. of days present.
Monthly Perk to be paid in case of
In case of long leaves (30 days or
more) no monthly perk shall be
applicable.
  Employee Discount:

Description PFRL Employee

All Pantaloons
Apparel brands 25%

All NPT except MFL 15%

All Pantaloons
brands 15%

All NPT brands

Non- Apparel except MFL 15%

Beauty, Healthcare 10%

and Accessories

MARKETING PORTFOLIO
 Product

Marketing
Promotion Place
Mix

Price

Product:

BRANDS AVAILABLE

Fashion Jewelry Brands:

1. Honey

Exclusive Brands

Pantaloons brand for women’s wear:

1. San Frisco
2. BARE Denim
3. AJILE
4. RIG Utility Clothing
5. Annabelle
6. Candie’s
7. Honey

Ethnic:

1. Rang Manch
2. Trishaa
3. Alto Moda

Pantaloons brand for Men’s wear:

1. BARE Denim
2. BARE Leisure
3. San Frisco
4. ALTO MODA
5. JM Sports Classic
6. AJILE
7. RIG Utility Clothing
8. Byford

Pantaloons brand of gents and Ladies wear:

1. BARE
2. CHALK

Non-exclusive brands:

Non pantaloons brand for women’s

1. AND
2. Jealous 21
3. 109° F

Ethnic

1. BIBA
2. WILLS
3. Global Desi
4. Akkriti

Non pantaloons brand for men’s wear:

1. Peter England
2. John Miller
3. Van Heusen
4. BASICS
 5. Lee Cooper

BRANDS:

MEN’S WEAR:

WOMEN’S WEAR:

ETHNIC WEAR:

KIDS WEAR:

(b)Price:

There are many pricing strategy in the store like:

Giving offers, discounts, quality wise, age wise and cloth material wise.

They have two different offers to attract customers:

 Store offer

The offer is provided by the store like:

 Brand offer

Offer which is provided by the individual brands in the store like:

(c)Place

Operating in 36 countries across the globe:

Australia | Austria | Bangladesh | Brazil | Canada | China | Egypt | France | Germany |

Hungary | India | Indonesia | Italy | Ivory Coast | Japan | Korea | Laos | Luxembourg |
Myanmar | Malaysia | Philippines | Poland | Russia | Switzerland | Singapore | Sri Lanka |
South Africa | Spain| Sweden | Tanzania | Thailand | Turkey | UAE | UK | USA | Vietna
 Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The
first Pantaloons store was launched in, Visakhapatnam in 2015. As of March 2015, there are
76 Pantaloons stores in 44 cities. A pantaloons was previously controlled by the Future
Group, but has now been taken over by Aditya Birla Group Limited (ABGL). According to
the Brand Trust Report 2015, a study conducted by Trust Research Advisory, Pantaloons
featured among 100 most trusted brands in India. Pantaloons, one of the fastest growing,
premium lifestyle apparel companies in India, is constantly innovating designs, concepts and
products by infusing the latest trends in fashion and clothing styles. With a vast collection of
more than a 100 prestigious brands for the discerning fashionista, Pantaloons offers an
incredible and complete one-stop shopping experience to its buyers. The 87 aesthetically
designed stores spread across the country, display a range of classy and trendy merchandise
that truly lives up to Pantaloons' maxim of 'fresh fashion'.

A typical Pantaloons store is spread across a sprawling retail space of about 28,000
sq. ft., with a brand portfolio that runs across a wide gamut of styles that spell class. The
range caters to women, men and kids alike. The collection is all about ready-to-wear western
and ethnic apparel for men, women and kids, complimented with an exhaustive range of
accessories.

The women's section houses private labels of Bare Denim, Bare Leisure, Rig,
Annabelle, Honey, and Ajile, in western wear, in addition to a choice of ethnic wear from
Rang Manch, Trishaa and Akkriti. Other popular brands like Lee Cooper, Biba and W are
also available.

The private labels for men in western wear include Lombard, Rig, Bare Denim, Bare
Leisure and JM Sport apart from trendy brands like Urbana, Scullers, John Miller and Indigo
Nation while Akkriti provides a wide selection of ethnic wear.

Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in
exclusive brands like Lee Cooper Juniors, Chalk, Pink & Blue and Sach in addition to
international brands like Barbie and Disney which cater exclusively to kids. For the ethnic
look, they can opt for traditional wear from Akkriti.

Pantaloons offer much more than just apparel. Customers can shop from an
assortment of watches from renowned international brands like Tommy Hilfiger, Esprit,
Kenneth Cole, Citizen and Timex, or Titan and Fastrack among other brands. Trendy
sunglasses from Polaroid, Guess, Police, Scott, I Dee and Allen Solly are available. The
accessories and beauty segments display an attractive collection of lady's handbags from
Lavie, Caprese, Fiorelli and Fastrack. Also available are products from color cosmetic brands
of Bourjois, Chambor, Deborah, Faces, Revlon, Maybelline and Lakmé, and a collection of
exotic fragrances.

With its overwhelming repertoire of lifestyle apparel brands, Pantaloons is focused on

growth while continuing to create fresh fashion. A pantaloons is recognized by its warm
personalized service that completes the core proposition of this trendy chain.

VISAKHAPATNAM - PANTALOONS:
Pantaloons, the newly acquired business by The Aditya Birla Group, is a powerhouse of fresh
fashion and innovation. Pantaloons apparels spell comfort and elegance, combined with a
'freshness' that is unparalleled. The styles cover a gamut of ready-to-wear western and Indian
apparel for men, women and kids in addition to accessories and exotic fragrances. With a
strong national presence in 100+ exclusive stores, Pantaloons houses over a 100 prestigious
brands that have something fresh for everyone.

FOUNDATION

INDUSTRY Fashion Retail

FOUNDED 2015
Headquarters Mumbai, Maharashtra, India
Number of locations 86
Branch VIP Road, Visakhapatnam
Products Department Stores
Number of employees 33
CEO Shital Mehta
CFO S. Visvanathan
(D) Promotion

Promotion through Customer Relation Management (CRM)

CRM AT PANTALOONS:

 In Future Group only Pantaloons is following Loyalty Program.

 CRM is practiced through the “GREEN CARD” program (GC).
 Green Card loyalty program contributes approx., 65% in profitability of Pantaloons
across the country.
 Pantaloons maintain a customer database of 33 lakh across India.
 Software used is the “CUSTOMER LOYALTY PROGRAM”.

PAYBACK GREENCARD (PBGC)

INITIAL STEPS:

1. Informing the customer about the loyalty program.

2. To become a green card member.

• Filling a form.
• Enrollment payment of Rs.100.

3. Format of filling a form:

4. Then we give the PBGC;

5. Last we enter the data in the computer, using the barcode we paste on the
payback form.
 BENEFITS OF PBGC:

Benefits of Pantaloons Payback Green Card:

Basis 1 Star 3 Star 5 Star 7 Star

Instant Discount 3% instant 5 % instant 7% instant

discount discount discount

Additional fashion Friday 5 % instant 5 % instant 5 % instant 5 % instant

discount discount discount discount discount

Earn PAYBACK points at    

Pantaloons

Earn payback points while    

shopping at other
PAYBACK partners

Redeem payback points    

across brands

Complementary parking    

Complimentary home-drop    
of altered apparel

Relaxed exchange policy    

 Complimentary shipping    
across India

Exclusive sale preview    

Exclusive billing counters   

Complimentary home   
delivery

Assisted shopping 

 3 star silver card – Rs. 8000 / 12 months

 5 star gold card – Rs. 20000 / 12 months

 7 star platinum card- Rs. 40000 / 12 months

PBGC FORM:
 CHAPTER 3

CONCEPTUAL PROFILE

 Theoretical aspects of the “Brand Concept”

 Applications of the “Brand Concept” in the company
 Theoretical aspects of the “Brand Concept”

What is a Brand ?

A brand is a product, service, or concept that is publicly distinguished from other

products, services, or concepts so that it can be easily communicated and usually
marketed. A brand name is the name of the distinctive product, service, or concept.
Branding is the process of creating and disseminating the brand name. Branding can be
applied to the entire corporate identity as well as to individual product and service
names.

Brands are often expressed in the form of logos, graphic representations of the brand. A
company's brands and the public's awareness of them is often used as a factor in
evaluating a company. Corporations sometimes hire market research firms to study
public recognition of brand names as well as attitudes toward the brands.

What is brand management ?

It includes managing the tangible and intangible characteristics of brand. In case of

product brand, like “Haldiram” include the product itself, price, packaging etc. while the
intangible includes emotional connections with the product or service.

Vital concepts of brand management:

A brand is made only when it includes the following brand elements:

Product-

Product is a good or service that can be offered to market for attention, acquisition and
consumption in order to satisfy customer’s wants, needs or desires. It yields enough
profit by meeting the requirements of a particular market.

Brand-

A brand is a product, service, or concept that is publicly distinguished from other

products, services, or concepts so that it can be easily communicated and usually
marketed. A brand name is the name of the distinctive product, service, or concept.
Branding is the process of creating and disseminating the brand name. Branding can be
applied to the entire corporate identity as well as to individual product and service
names.

Brand Name-

A word, name, symbol, etc., especially one legally registered as atrademark, used by a
manufacturer or merchant to identify itsproducts distinctively from others of the same
type and usually prominently displayed on its goods, in advertising, etc.

Brand Core values-

A principle that guides an organization's internal conduct as well as its relationship with
the external world. Core values are usually summarized in the mission statement or in a
statement of core values.

Brand characteristics-

The 8 characteristics of a 'good' brand

1. Different
They hold a clear and defendable point of difference in the market.

2. Authentic
Are relatable and authentic in their relationships.

3. Attractive
They are aspirational and draw others towards them.

4. Dependable
They deliver their promise time after time after time.

5. Clear
They are simple, clear and deliver a well defined message.

6. Loved
They are loved by their own people and those that seek to interact with them.

7. Worthy
They have worth. Good brands build value back into the organisation.
8. Accountable
They can be held accountable. They can be measured to demonstrate and improve
performance.

Brand Personality-

Brand personality is a set of human characteristics that are attributed to a brand name.
A brand personality is something to which the consumer can relate; an
effective brand increases its brand equity by having a consistent set of traits that a
specific consumer segment enjoys.

Brand Positioning-

The brand`s positioning is the place in the consumers mind that you want your brand to
own. It is the benefit you want your consumer to perceive when they think of your brand.
A strong brand position means that the brand has a unique, credible and
sustainable position in the mind of the consumer.

Brand Equity-
The commercial value that derives from consumer perception of the brand name of a
particular product or service, rather than from the product or service itself.
 Applications of the “Brand Concept” in the company

PANTALOONS as a “Brand”

LOYALTY PROGRAMS: BUILDING CUSTOMER LOYALTY TO BUILD PROFITS.

“Loyalty is one of the great engines of business success”

Frederic F. Reicheld, author of the Loyalty Effect.

Today’s successful readymade garment retailers recognize the importance of

customer retention in their efforts to grow operational profits, to achieve this, more and more
retailers are implementing loyalty programs as a competitive marketing strategy to build
long-term relationships with customers, allocate marketing rupees based on the customers
value and derive as much as revenue as possible from them over a lifetime, of course, loyalty
is more than a business strategy. It is an ongoing, two way relationship based on respect, trust
and commitment- a relationship in which the customer feels all-important. A successful
loyalty program builds and nurtures such a relationship by accomplishing two critical tasks,
the first is to gather information that will help retailers understand their customer’s tastes,
needs and expectations. The second is to offer recognition and rewards (loyalty card, point’s
card, advantage card or club card) that are relevant to their customers as a reward for their
loyalty- and as a trade for the personal and transactional data that starts the loyalty cycle and
keeps it going, by tracking members transactions, companies can identify the various
segments of their customer base to create strategies that keep their customers coming back
for more.

CUSTOMER INFORMATION IS KEY: Effective loyalty programs generate incremental

spending – more rupee spent, more frequently, from customers whose needs and expectations
are understood and met, with 80% of retailers business being generated from as little as 20%
of their customers, by gathering customer information, retailer can make intelligent
marketing decisions that will keep their best and most profitable customers more loyal, they
can also leverage this thinking to increase sales in the under-performing segments of their
customer base, the most valuable loyalty programs to retailers are those which utilize
advanced technology to collect data at the point of sale, track valuable information about
customer purchase behavior, and provide access to rich database reports and analysis that can
be used to increase the effectiveness of retailers marketing campaigns.
WHAT CUSTOMERS EXPECT:

Today’s consumers are more savvy and sophisticated than ever, they expect loyalty programs
to offer:

• Easy participation.
• Instant rewards.
• Flexible rewards.
• Fast accumulation of rewards.
• Rewards claimed at any participating establishments.
• Special offers.
 CUSTOMER RELATIONSHIP MANAGEMENT AT
PANTALOONS.
CRM is not just a technology, but rather a comprehensive customer-centric approach to an
organizations philosophy in dealing with its customers. This includes policies and process,
front-of-house customer service, employee training, marketing systems and information
management. Hence it is important that any CRM implementation considerations stretch
beyond technology, towards the broader organizational requirements.

Managing the customer experience, maintaining a more reliable data base, improving service
operations. Fostering customer loyalty, embracing the characteristics of high performance
marketing and other related subjects. The loyalty program gives a good benefit to apparel
retailers to do more service to customer.

INCREASED CUSTOMER RETENTION.

A well-honed loyalty program improves customer retention rates, by increasing a

member’s “switching cost.” Which are costs a member would bear in order to switch to a
competing provider?

These costs can include decreased service and the time and resources required to build a
new relationship. The higher a member’s switching costs, the more likely that member is to
remain loyal.

Most loyalty programs today do not create high enough switching costs for members. For
example, airline industry frequent-flier programs all provide virtually the same products(a
seat, perhaps with a few extra inches of legroom) and same membership benefits(separate
customer service number, priority boarding, priority upgrades, and bonus miles).

If gold-tier members on one airline want to switch to a competitor because the competitor just
added nonstop service on their favorite routes, all they have to do is fax the competitor their
last frequent-flier statement and they will immediately be made gold members of the
competitor’s frequent-flier program. Because the products and services these two airlines and
their loyalty programs provide are virtually identical, the members can switch to a competing
carrier at virtually no cost to themselves.

However, if the first loyalty program offered a unique set of benefits that the competing
carrier could not easily duplicate, it would be much less tempting for members to switch.
Companies use their loyalty programs to create these switching costs, by

*Leveraging in-depth member profile and transaction data to create unique offers and
product/services that a competitor, which does not know as much about the member, cannot
match

*Providing targeted service consistently across all channels

By using the personalized data provided by their loyalty program, companies can create a
win-win relationship with their members that cannot easily be replicated by their competitors.

Businesses are quickly learning that being the best is no longer enough.Every consumer
demands the highest quality goods or services at the best prices, conveniently delivered to
them through whatever means and at any time they choose. So the retailers have to do
everything to meet those demands. At the same time, invest time and resources to hire and
train the staff to be courteous, friendly, helpful and trustworthy when facing customers.

Today’s customers have more choice, are better informed and are more demanding of value
and return for their spending money. They look not only for the products and services that
meet their needs at the price they are willing to pay, but for the merchant that recognizes,
appreciates and rewards their patronage.

Given this wide acceptance and popularity of reward & recognition-based loyalty programs,
merchants have leveraged, and continue to employ, programs to compliment their traditional
efforts in responding to a variety of challenges.

Now a day’s all big apparel retailers have started the loyalty program with different
benefits in order to satisfy customer needs and wants.

ATTRACTING, RETAINING AND GROWING CUSTOMERS

 Customers are becoming harder to please.

 Companies seeking to expand profits and sales have to spend considerable time and
resources searching for new customers.
 Suspects are people or organizations that might conceivably have an interest in buying
but may not have the means or real intention to buy.
 Prospects—Customers with the motivation, ability, and opportunity to make a
purchase.
 Customer chum—High customer defection.

Two main ways to strengthen customer retention.

 Erect high switching cost.

 Deliver high customer satisfaction.
 Most companies now recognize the importance of satisfying and retaining customers.
 Satisfied customers constitute the company’s customer relationship capital.

Acquiring new customers cost five times more than the costs involved in satisfying and
retaining current customers.

 The average company loses 10 percent of its customers each year.

 A 5% reduction in customer defection rate can increase profits by 25% to 85%
depending on the industry.
 Customer profit rate tends to increase over life of the retained customer.
WHY CRM?

 Want to focus both on acquisition & Retention.

 To convert daily footfalls into loyal customers.
 Extraordinary service and customer satisfaction.
 Increase customer share.

CRM AT PANTALOONS:

 In Future Group only Pantaloons is following Loyalty Program.

 CRM is practiced through the “GREEN CARD” program (GC).
 Green Card loyalty program contributes approx., 65% in profitability of Pantaloons
across the country.
 Pantaloons maintain a customer database of 33 lakh across India.
 Software used is the “CUSTOMER LOYALTY PROGRAM”.
 Chapter 4

FINDINGS, ANALYSIS AND

INTERPRETATION
 ANALYSIS

COMPETITION ANALYSIS

COMPETITORS:

 MAX:

MAX is the international value fashion brand of the Dubai based Landmark Group.
Established in 2004 in the UAE, Max has become the largest value fashion brand in India and
the Middle East with over 200 stores across 15 countries; offering customers a one stop shop
for clothing, accessories and footwear needs for the entire family.

MAX India, a division of Lifestyle International (P) Ltd., has pioneered the concept of ‘value
fashion’ in the country, thereby offering the discerning shopper a vast choice with
international fashion & quality.

It offers apparel, footwear & accessories that are of the latest fashion trends at a great price,
making it affordable to many. Max has its own label merchandise of in house designs and
planned color palettes for the season. Every season Max introduces a fresh collection of
international designs specially customized to the Indian market. The brand adapts to the
changing needs of the shopper every season and accordingly introduces new designs,
silhouettes & fabrics. It is located at CMR city Centre in maddelapalem. And recently
launched another branch at Jagadamba in Vishakapatnam

 RELIANCE TRENDS:

Mukesh Ambani Reliance Trends, the apparel arm of Reliance Retail Group, that offers
quality and fashionable clothing at low prices, is chalking out major expansion plans.
Reliance Trends is all set to expand its current base of 18 stores across the country to over
100 by 2012 across 90 cities. Mr. Akhilesh Prasad, Senior Vice President and Head, National
Operations, Reliance Trends, mentioned that major thrust area for this growth will be the
southern market, Reliance trends launched in Vishakhapatnam in CMR city Centre in
maddelapalem junction.

 VIZAG CENTRAL:

Visakhapatnam Central, located close to Jagadamba junction has redefined shopping

experience in the city. A towering four-floor structure, bright red in color stands distinctly
near Poorna market. Typical of the Future Group’s brand, Visakhapatnam Central loomed
large as we entered its premises. Once inside the compound, we were ushered into the three-
level basement parking. We took a lift from the basement and reached the shopping area. The
mall has five levels – from the ground floor to the fourth, dedicated to shopping, whilst the
top most floor has been earmarked for the inox multiplex.

As we stepped out of the lift post our routine bag checking and frisking, we were spell bound
by the number of choices we had. The mall houses the choicest brands in kids wear, kids foot
wear, women’s wear, women’s footwear, men’s wear and men’s footwear apart from a
collection of accessories like handbags, eye wear, jewelry, cosmetics, perfumes and lingerie

 C.M.R. Shopping Mall (Chandana Brothers Shopping Mall):

With a view to expand the business operations and tap the potential available in the area CB
Group has recently constructed another prestigious project ‘CMR Shopping Mall’ at Vizag
with a built up area of 72000 Sft. Spread over 5 floors on the land admeasuring about 3000
Sq. Yards and it has become a land mark in Vizag. The CMR Shopping Mall has been
constructed by the Firm CHANDANA BROTHERS SHOPPING MALL and the overall cost
of the project is about Rs.1000 lakhs

This Shopping Mall offers vide variety of jeweller, silk sarees (Ground Floor),
General and cotton Sarees (First Floor), Readymade and branded items, suiting’s & shirting’s
(Second Floor), Gifts, Novelties, leather goods & cosmetics (third Floor) and Food courts and
entertainment (fourth Floor). The Family members of CHANDANA MOHAN RAO are the
partners of the Firm and M.V. Ramana is the Managing partner & CEO.
  Shoppers Stop:

Shoppers Stop is an Indian department store chain promoted by the K Raheja Corp Group
(Chandru L Raheja Group), started in the year 1991 with its first store in Andheri, Mumbai
Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "the Emerging Market
Retailer of the Year Award", by World Retail Congress at Barcelona, on April 10,
2008. Shoppers Stop is listed on the BSE. In 2011, Shoppers Stop has 97 stores in India.

 Service Process

Retail operations:

Starting to ending of the store is taken care by the operation department.

 Entering time to exit time of a customer

 Including housekeeping – where hygiene the atmosphere and the layout is maintained
and Air conditioning also.

 Day to day functioning activity, like: coming to duty and performing the task that is
assigned on that day, maintaining all the records in a perfect way – it is maintained in
two way: in book records and same is in system also.

Logistics:

 Inward outward movement of the product.

 Tagging

 External warehouse movement

 Stock-replenishing

 Managing the stock without any damage

 Checking CSD (Customer Service Development) activities every day.

 INTERPRETATION

1. Do you have pantaloons green card?

This helps to know how many respondents are holding pantaloons green card.

Table no. 1: Holding payback green card

Particulars Respondents
Yes 65
No 30
Total 95

Holding payback green card

Yes No

32%

68%

Interpretation:
From the above table we conclude that nearly 68% of customers are holding Pantaloons green
card. This show that maximum numbers of people visit the show when the company provide
PBGC and other 32% are not having green card. It is so because the 33% of customers are
new customers.
 2. In a month how many times you visit Pantaloons?
Table no. 2: Response for visiting Pantaloons in a month.

Particulars Respondents
Once 37
Twice 3
Thrice 1
More than thrice 0
As per requirement 54
Total 95

Visiting Pantaloons in a month

39%
Once
Twice
57%
Thrice
More than thrice
3%
As per requirement

0% 1%

Interpretation:
It is observed that majority of the respondents i.e. 57% of them come to store only when it is
required and when there is an offers, 39% of them they come once a month to the store in a
month and 2-3 percent of the respondents they come more than once in a month for
purchasing garments.
 3. You’re shopping experience in Pantaloons?

Table No. 3: Shopping Experience

Particulars Respondents
Outstanding 51
Excellent 36
Good 7
Average 1
Bad 0
Total 95

Shopping Experience
1% 0%

7%

Outstanding

38% 54% Excellent

Good
Average
Bad

Interpretation:
It is observed that majority of the respondents i.e. 54% of them they have outstanding
experience from Pantaloons and 0-7% of them said it’s good and average experience from
Pantaloons. But majority of them accepted that they have good shopping experience.
 4. Brands and products availability in Pantaloons?
Table No. 4: Availability of brands and products

Particulars Respondents
Outstanding 42
Excellent 36
Good 9
Average 3
Bad 5
Total 95

Availability of Brands and products

3%
5%
10%
44% Outstanding
Excellent
Good
38% Average
Bad

Interpretation:
It is observed that majority of the respondents i.e. 82% of them are extremely they are
satisfied about the Brands and Products that are available in the store and 3-5% of the
respondent they mentioned it has very less brands and products.
 5. Ambience & atmosphere inside the store is:
Table No.5: Ambience and atmosphere inside the store

Particulars Respondents
Outstanding 84
Excellent 10
Good 1
Average 0
Bad 0
Total 95

Ambience and atmosphere inside the store

0%
1% 0%

11%

Outstanding
Excellent
Good
Average
88%
Bad

Interpretation:
It is observed that majority of the respondents i.e. 88% of them are satisfied i.e. outstanding
with the store’s ambience and atmosphere and 11% of them said it is excellent in terms of
ambience and atmosphere inside the store.
 6. Discounts and offers served in Pantaloons:

Table No.6: Discount and offers in store

Particulars Respondents
Outstanding 57
Excellent 27
Good 4
Average 4
Bad 3
Total 95

Discounts and offers in the store

4%
4% 3%

Outstanding
29%
Excellent
60%
Good
Average
Bad

Interpretation:

It is observed that majority of the respondents i.e. 60%of them that discount and offers are
outstanding, 29% of them responded that discounts and offers are Excellent and 3-4 percent
of the respondents said it’s average and bad regarding offers and discounts.
 7. Home delivery services of Pantaloons:
Table No.7: Home Delivery Service

Particulars Respondents
Outstanding 15
Excellent 10
Good 7
Average 7
Bad 3
Not aware of it 53
Total 95

Delivery service of the store

16%
Outstanding
11%
Excellent
56% 7% Good
Average
7%
3% Bad
Not aware of it

Interpretation:
It is observed that majority of the respondents i.e. 56% of them are not aware of delivery
service that is been provided by the store, 16% of the respondent said the delivery service is
outstanding, 11% of the respondent said that its good and 3 percent of the respondent said
that its bad in delivery services.
 8. Location of Pantaloons in your city:

Table No.8: Location of Store

Particulars Respondents
Outstanding 20
Excellent 11
Good 5
Average 51
Bad 8
Total 95

Location of the store

8% 21%

Outstanding
12% Excellent
Good
54% 5%
Average
Bad

Interpretation:
It is observed that majority of the respondents i.e. 54% said that the location of the store is
Average, 21% of the respondent said that it’s outstanding, 12 percent of them said that its
excellent and 5 percent of the respondent they said it’s not good location.
 9. Product display and signage in the store:

Table No.9: Product display and signage in the store

Particulars Respondents
Outstanding 23
Excellent 66
Good 3
Average 1
Bad 2
Total 95

Product display and sinage in the store

3% 1% 2%

24%

Outstanding
Excellent
Good
Average
70%
Bad

Interpretation:
It is observed that majority of the respondents i.e. 70% said that the product display and the
signage in the store is excellent, 24% of them said that it is outstanding and 1-2 percent said
its average and bad display.
 10.In offer days the shopping experience in the store is:
Table No.10: Shopping experience during offers

Particulars Respondents
Outstanding 19
Excellent 32
Good 25
Average 14
Bad 5
Total 95

Shopping experience during offers

5%
15% 20%

Outstanding
Excellent

26% Good
34% Average
Bad

Interpretation:
It is observed that majority of the respondents i.e. 34% of them said that its excellent during
offer time, 26% of the respondent said that its excellent and 0-15 percent of the respondent
said that its average and bad during the offer time.
 11.Is it easy to move with the carry bag in the store?
Table No.11: Ease of moving with carry bag in the store

Particulars Respondents
Yes 83
No 12
Total 95

Ease of moving with a carry bag in the store

13%

Yes
No

87%

Interpretation:
It is observed that majority of the respondent i.e. 87% of them feel easy to move with carry
bag in the store and only 13% of the respondent doesn’t feel comfortable to take along carry
bag inside the store.
 12.How do you feel about sales persons and promoters?
Table No.12: Feelings towards salespersons and promoters

Particulars Respondents
Outstanding 77
Excellent 14
Good 4
Average 0
Bad 0
Total 95

salespersons and promoters performance

0% 0%

4%
15%

Outstanding
Excellent
Good

81% Average
Bad

Interpretation:
It is observed that majority of the respondents i.e. 81% of them said that the salespersons
behaviour and overall performances is outstanding, 15% of the respondent said that its
excellent and 4 percent of the respondent said that the performance is good.
 13.Are you satisfied with the billing facility at the store?
Table No.13: Satisfaction with the billing facility

Particulars Respondents
Yes 90
No 5
Total 95

Satisfaction with billing facility

5%

Yes
No

95%

Interpretation:
It is observed that majority of the respondents i.3. 95% of them said that they are satisfied
with the billing counters and only 5% of the respondent said that they are not satisfied with
the billing counters.
 14.The parking facility in Pantaloons is!
Table No.14: Parking facility

Particulars Respondents
Outstanding 21
Excellent 44
Good 30
Average 0
Bad 0
Total 95

Parking facility
0% 0%

22%
32%
Outstanding
Excellent
Good
Average
46%
Bad

Interpretation:
It is observed that majority of the respondent i.e. 465 of them said that the parking facility is
excellent, 32% of the respondent said that its good and 22% of the respondent said that it has
outstanding parking facility.
 15.The quality of the product served by Pantaloons is?
Table No.15: Quality of the product served by pantaloons

Particulars Respondents
Outstanding 81
Excellent 13
Good 1
Average 0
Bad 0
Total 95

Quality products served

0% 0%
1%

14%

Outstanding
Excellent
Good
Average
85%
Bad

Interpretation:
It is observed that majority of the respondents i.e.85% agreed that Pantaloons offers quality
products to the customer, 14% of the respondent said that they provide and only 1 percent
said that they provide good quality.
 16.The cleanliness and hygiene maintained in the store is?
Table No.16: Cleanliness and hygiene of the store

Particulars Respondents
Outstanding 90
Excellent 4
Good 1
Average 0
Bad 0
Total 95

Cleanliness and hygiene in the store

0%
0%
1%
4%

Outstanding
Excellent
Good
Average
95% Bad

Interpretation:
It is observed that majority of the respondents i.e. 95% said store is clean and hygiene, 4
percent of them said its excellent and 1% of the respondents said its good in cleanliness and
hygiene.
 FINDINGS
 Majority of the respondent said that they visit pantaloons as per the requirement.
 It is observed that payback greencard (PBGC) attract more customers so that they
can come to the pantaloons.
 Shopping experience in pantaloons of every individual is outstanding and
excellent.
 Majority of the respondent said that in pantaloons the availability of products and
brands is outstanding and excellent.
 It is observed that in pantaloons the ambience and atmosphere is outstanding.
 It is observed that pantaloons provide outstanding discounts and offers to the
customers.
 In pantaloons the product display and signage is excellent.
 Majority of the respondent said that it is easy to move with the carry bag in the
store.
 The salespersons and promoters behaviour and clarifying doubts to customer is
outstanding and excellent.
 Every individual is satisfied with the billing facility that is provided by the
pantaloons.
 Majority of the respondent said that the parking facility is excellent.
 In pantaloons. Majority of the respondent said that “here quality product is been
served”.
 It is observed that in the pantaloons there is: cleanliness and hygiene.
 Pantaloons provide value for money.
CHAPTER-5

SUMMARY
SUGGESTIONS
 SUMMARY
Marketing theory and practice has become more and more customer centered, and managers
have increased their emphasis on long-term client relationships because loyalty, stronger
relationships and therefore longer customer lifetimes are likely associated with a greater
degree of cross-buying, a more significant level of transactions and therefore higher profits.
This makes customer retention rates and customer share of category purchase as important
metrics in customer relationship management. To maximize these metrics, many firms use
relationship marketing instruments, and loyalty programs or frequency reward programs. But
these programs along with being beneficial are also highly costly. Thus it is important to find
out whether these loyalty programs are influencing the buying behavior of customers or not
and if they are influencing then how impactful is their influence.

Definition of Loyalty card program: The loyalty program provides gratification to those
who require rewards for purchases and avoids additional costs for those who would buy even
without them. Loyalty card program is an integrated system of marketing actions that aims to
make customers more loyal by developing personalized relationships with them. Relationship
marketing focuses on the customer, in the sense that the firm seeks to create long-term
business relations with existing prospects and customers.

Retailing is one of the oldest business activities in India. But until the liberalization and
deregulation of the Indian economy in the 1990’s, it was dominated by small one-man retail
units.

Today’s customers have more choice, are better informed and are more demanding of
value and return for their spending money. They look not only for the products and services
that meet their needs at the price they are willing to pay, but for the merchant that recognizes,
appreciates and rewards their patronage. Now-a -day’s all big apparel retailers have started
the loyalty program with different benefits in order to satisfy customer needs and wants.

Top retail players like Pantaloons, Shopper Stop and Globus have adopted loyalty card
and the loyalty program is used as a tool for retaining customers now in India. The retailer
plays vital role in selling goods to ultimate customer and day by day number of retailers are
increasing tremendously and ultimate end users are being confused and customers keep on
changing the retail store.

The questionnaire survey was taken from 95 customers randomly and most of them
purchased before at Pantaloons. The loyalty program at pantaloons plays a vital role in
retaining a customer and nearly 75% of the customers are using the green card for more than
two years Satisfaction level in shopping experience, services, quality and discount are very
high. 69.8% of customers who is using the pantaloons green card for more than 2 years says
that the current loyalty program is excellent.
 SUGGESTIONS

Employees

When the Employees in the store are appointed for store, no formal Training is provided to
them.

1) Their attitude towards Customers as with the colleagues is not up to the mark.

2) They lack in basic Communication skills. This plays a very vital role in Front end.

3) Many times don’t come in formal dress .It has been observed that they don’t wear
Formal shoes instead of that they wear different color of shoe on the floors. So the dress code
must be followed.

Cashiers at billing counters:

1) Long Queues on Cash tills According to S.O.P should be only 4 people at the time.

2) Cashiers due to over crowd put bills on hold and which many times create problem
and the products are sometimes charged twice or to other customer by fault.

3) All the three counters weren’t been open for billing though there was heavy customer
flow

Management:

1) No I.T facility for the employees who lack in computer knowledge.

2) The I.T staff misuses the room for their leisure activities. As it’s always filled with
people for chatting, as eating Joint.

3) If the employees of the company are not satisfied with the services provided to them.
How can they make the customers delighted with their services?
4) The stock which customers demand is most of the time out of stock or unavailable in
Store. The customers face this problem lots of times and which moves our customer to other
competitor’s store. And thus we lose our customer.

5) The security of the store is not tight, that’s why shrinkage has gone up in this year.
Which ultimately reduced the profit of the store? And the Staff Didn’t got the Appraisal and
incentives this time. It leads to demotivation and reluctant behavior in the staff members.

6) There should be proper measure for the above problems, so that we can be efficient,
Customer centric can get our customer satisfied, Delight them with all the services and
quality.
 ANNEXURES

1. Do you have pantaloons green card?

Answers
Yes
No

2. In a month how many times you visit Pantaloons?

Answers
Once
Twice
Thrice
More than thrice
As per requirement

3. You’re shopping experience in Pantaloons?

Answers
Outstanding
Excellent
Good
Average
Bad
4. Brands and products availability in Pantaloons?

Answers
Outstanding
Excellent
Good
Average
Bad

5. Ambience & atmosphere inside the store is:

Answers
Outstanding
Excellent
Good
Average
Bad

6. Discounts and offers served in Pantaloons:

Answers
Outstanding
Excellent
Good
Average
Bad
7. Home delivery services of Pantaloons:

Answers
Outstanding
Excellent
Good
Average
Bad
Not aware of it

8. Location of Pantaloons in your city:

Particulars
Outstanding
Excellent
Good
Average
Bad

9. Product display and signage in the store:

Answers
Outstanding
Excellent
Good
Average
Bad
10.In offer days the shopping experience in the store is:

Answers
Outstanding
Excellent
Good
Average
Bad

11.Is it easy to move with the carry bag in the store?

Answer
Yes
No

12.How do you feel about sales persons and promoters?

Answers
Outstanding
Excellent
Good
Average
Bad

13.Are you satisfied with the billing facility at the store?

Answers
Yes
No
14.The parking facility in Pantaloons is ?

Answers
Outstanding
Excellent
Good
Average
Bad

15.The quality of the product served by Pantaloons is?

Answers
Outstanding
Excellent
Good
Average
Bad

16.The cleanliness and hygiene maintained in the store is?

Answers
Outstanding
Excellent
Good
Average
Bad
 BIBLOGRAPHY

Books

 Philip Kotler, 2012 Marketing Management. India (New Delhi), Pearson

Publication

 Dr. L Natrajan, 2013 Retail Marketing, India (New Delhi), Margham

Publication

Websites cited

 www.scribd.com

 WWW.CHRON.COM

 www.yourdictionary.com

 WWW.MANAGEMENTSTUDYGUIDE.COM

 WWW.MINDTOOLS.COM

 WWW.LEARNMARKETING.NET

 www.slideshare.net

 www.investopedia.com

 www.adityabirla.com

 www.pantaloons.com