Вы находитесь на странице: 1из 41



A Project Report submitted to SRM University In partial Fulfillment of the requirements for the award of the degree of


Submitted By K. SARAVANAN (Reg. No. : 3511110749) Under the Guidance of Mr. YOGESH (Company guide) Dr. JAYSHREE SURESH (Faculty guide)


I hereby declare that this project report A STUDY ON THE CONSUMER RELATIONSHIP MANAGEMENT OF PANTALOON RETAIL (INDIA) LIMITED IN CHENNAI is my own work, to the best of my knowledge and belief. It contains no material previously published or written by another person nor material which to a substantial extent has been accepted for the award of any other degree or diploma of any other institute , except where due acknowledgement has been made in the text.

Place: Chennai

Signature of the Candidate (K.SARAVANAN) Reg. No. 3511110749



I would like to express my gratitude to all those who gave me the opportunity to do this project. I would like to thank my college authorities and my Dr. JAYSHREE SURESH, Dean first for providing me the opportunity to work with one of the most prestigious organization.

I want to thank the Head of organization Mr. YOGESH, HR of Pantaloon retail (india) limited for giving me permission to commence this project in the instance, to do the necessary research work and to use departmental data.

I have furthermore to thank the Company Guides Mr. Inbha Kumaravel Customer service desk Manager, who gave this permission and encouraged me to go ahead with my thesis. I am bound to thank other staffs for their stimulating support.

I am deeply indebted to my Faculty Guide Dr. JAYSHREE SURESH, Dean whose help, stimulating suggestions and encouragement helped me in all the times research for and writing of this thesis.

I even Thank My Colleagues & friends who supported me in my project work. I want to thank them for all their help, support, interest and valuable hints. Especially, I would like to give my special thanks to my parents, their love and blessing enabled me to complete this work.


PANTALOONS RETAIL INDIA LIMITED(PRIL) is one of the FUTURE GROUP company in india.Indias leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics. PANTALOON Retail is the flagship enterprise of the Future Group, which was started by Mr.KISHORE BIYANI. Retailing is the major process they undergo. PRIL has expanded his branches in TamilNadu over Spencer, Nelson Manikam Road, Chandra Mall and in Coimbatore. Spencers store is the first store in TN which was started before 14 years.

The activities in Pantaloons over Customer Relationship Management is to satisfy the customer and make the customer to be a loyal customer by providing various services and conducting activities in some occasions on special days like Womens day, independence day etc. The major objective of the project is to analyze the Customer Relationship Management in PRIL. As a part of Customer Realtionship Management They are providing various facilities to the membership holders. I involved in issueing the Loyalty Programme which provides issueing the Pay Back card for existing Members and also for the new Customers. I undergone in PRIL involves studying customers behavior with in the store and interaction with them to understand their needs and satisfaction level with payback green card (a loyalty program) offered by the company to their existing and new customers.

Based on the observations undergone during this period I have analyzed some problems in Customer Realtionship management and also gave some suggestions for the same.


The word retail is, in fact, derived from the French word retailer, which means to cut off a piece or to break bulk.A retailer may be defined as a dealer or trader who repeatedly sells goods in small quantities. Retailing is the business where an organization directly sells its products and services to an end consumer and this is for his personal use. By definition whenever an organization be it a manufacturing or a whole seller sells directly to the end consumer it is actually operating in the Retail space. The growth in Indian Retail segment was mostly attributed to factors like increasing disposable income, favorable demographics, changing lifestyle, growth of the middle class segment, high potential for penetration into rural markets, and progressive FDI norms It is an Industry which is heavily dependent on consumer spending. In this ecosystem consumers play the most important role. Retail sales are generally driven by peoples ability (disposable income) and willingness (consumer confidence) to buy goods and services. "Retailing is one of the oldest business activities in India. But until the liberalization and deregulation of the Indian economy in the 1990s, it was dominated by small one-man retail units. How ever since the past five years, it has become more structured and formalized and is moving towards international standards. Today, the organized retail sector is an industry 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 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 p a r t i a l o r f u l l roof to protect customers from precipitation. O n l i n e r e t a i l i n g , a t yp e o f electronic commerce used for business-to-consumer (B2C) transactions and

mail order , a r e 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. R e c r e a t i o n a l s h o p p i n g o f t e n i n v o l v e s w i n d o w s h o p p i n g ( j u s t l o o k i n g , n o t b u yi n g ) a n d browsing and does not always result in a purchase.


PRIMARY OBJECTIVE: To study about the HR DEPARTMENT functions of PANTALOONS To know about the organization To understand the organizational structure To know the functioning of the various departments To know the quality standards\ o observe the activities

SECONDARY OBJECTIVE: To study the overall management of PANTALOONS RETAIL IND LTD To give valuable suggestion towards PANTALOONS RETAIL IND LTD

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. Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias leading business houses with multiple businesses spanning across the consumption space. Future the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara.Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail(India) Limited. This entity has been created keeping in mind the growth and the current size of the companys value retail business, led by its format divisions, Big Bazaar and Food Bazaar. The first Pantaloons was opened in Gariahat in 1997. Over the years, it has undergone several transitions. When it was first launched, this store mostly sold external brands. Gradually, it started retailing a mix of external brands while at the same time introduced its own private brands. Initially positioned as a family store, it finally becoming a fashion store with an emphasis on 'youth' and clear focus on fresh fashion. The company follows basket of Indian customers. In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look, touch and feel of Indian bazaars with the choice and convenience of modern retail. Pantaloon Retail (India) Limited, is a large Indian retailer, which is part of the Future Group, and operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai, the company has over 1,000 stores across 71 cities in India and employs over 30,000 people , and as of 2010, it was the country's largest listed retailer by market capitalization and revenue .With effect from 1 January 2010 the company separated its discount store business, which includes the Big Bazaar hypermarket

and the FoodBazaar supermarket businesses, into Future Value Retail Ltd., its wholly owned subsidiary, so that the company may be listed independently .The companys 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, BlueSky, 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. As a focused entity driving the growth of the group's value retail business, Future Value Retail Limited will continue to deliver more value to its customers, supply partners, stakeholders and communities across the country and shape the growth of modern retail in India. Pantaloons takes its promise of 'fresh fashion' very

seriously making available to its customers the latest in fashion every week!

Today, the fashion store extends to almost all the major cities across the country. Pantaloons has 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, formal wear, party wear and sportswear for Men, Women and Kids. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics. Headquartered in Mumbai the company operates over 16 million square feet of retail space, has over 1000 stores across 73 cities in India and employs over 30,000 people. The company operates148 Big Bazaar stores, 169 Food Bazaar stores, among other formats, in over 70 cities across the country, covering an operational retail space of over 6 million square feet. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space. Pantaloons retail India limited which I have worked is in Chennai near mount road spencer plaza second floor 2nd phase All Pantaloons stores reflect the new ideology -- Fresh Feeling, Fresh Attitude, Fresh Fashion. The stores offer fresh collections and are visually stimulating thanks to appealing interiors and attractive product display! The Honble High Court of Judicature at Bombay, vide Its Order dated August 24, 2010, has approved the Scheme of Arrangement between Pantaloon Retail (India) Limited (PRIL or the Company) and Future Mall Management Limited(FMML) and Future Merchandising Limited (FML) and their respective

Shareholders and Creditors (the Scheme) under Sections 391 to 394 read with Sections 78 and 100-103 of the Companies Act, 1956. The company is present across several lines of business which have various formats (stores) Plywood, The Dollar Store Fashion -Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station,Big Bazaar, Lee Cooper General MerchandiseBig Bazaar, Shoe Factory, Navras, Electronics Bazaar,

FurnitureBazaar, 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 Books & Music - Depot Leisure & Entertainment - Bowling Co., F123, TGIF (Thank God it's Friday!) Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom, T 24 (in alliance with TATA Teleservices) Consumer Durables - Koryo, Sensei, IPAQ Service - E Care, H Care , Design & Service Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon, Indore, Ahmedabad) Investment & Savings - Insurance: ULIP, Pension, Endowment etc

FUTURE GROUP PROFILE Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics. Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to the entire Indian consumption space. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look, touch and feel of Indian bazaars with the choice and convenience of modern retail. Future Capital Holdings, the group financial arm provides investment advisory to assets worth over $1 billion that are being invested in consumer brands and companies, real estate, hotels and logistics. Other group companies include, Future Generali, the groups insurance venture in partnership with Italy.

Generali Group, Future Brands, a brand development and IPR company, Future Logistics, providing logistics and distribution solutions to group companies and business partners and Future Media, a retail media initiative. Future Groups joint venture partners include, USbased stationery products retailers, Staples and Middle East-based Axiom Communications The group presence in Leisure & Entertainment segment is led through, Mumbai-based listed company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and Bowling Co. and family entertainment centers, F123. Through its partner company, Blue Foods the group operates around 100 restaurants and food courts through brands like Bombay Blues, Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato. Future Groups vision is to, deliver Everything, Everywhere, Every time to Every IndianConsumer in the most profitable manner. The group considers Indianness as a core value andits corporate credo is - Rewrite rules, Retain values. The word which signifies optimism, growth, achievement, strength, beauty, rewardsand

perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten;create new opportunities and new successes. To strive for a glorious future brings to us ourstrength, our ability to learn, unlearn and re-learn, our ability to evolve.We, in Future Group, will not wait for the Future to unfold itself but create future scenarios inthe consumer space and facilitate consumption because consumption is development. Thereby,we will effect socio-economic development for our customers, employees, shareholders,associates and partners.

GROUP VISION FUTURE Group shall deliver Everything, Everywhere, Every time, for every Indian Consumer in the most profitable manner.

GROUP MISSION We share the vision and belief that our customers and stake holders shall be served only b y creating and executing future scenarios in the consumption space l e a d i n g t o economic development. We will be the trendsetters in evolving delivery formats, creating retail reality, making consumption affordable for all customer segments for classes and for masses. We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost-conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make unsuccessful

TIME LINE 1987 Company incorporated as Mens Wear Private Limited. Launch of Pantaloons trouser,

Indias first formal trouser brand. 1992 Initial public offer (IPO) was made in the month of May. 1997 2001 Pantaloons Indias family store launched in Kolkata. Big Bazaar , Is se sasta aur accha kahi nahin - Indias first hypermarket chain



Food Bazaar, the supermarket chain is launched.

2007 Future Group crosses $1 billion turnover mark.



HR DEPARTMENT IN PANTALOONS 1.Recruitment Process a. Advertisements. b. Conducting interviews in the job fair c. Scrutinize and shortlist the applications received. d. Send interview call letters/mails as required. e. Conducted Interviews through panels.

2. Joining Formalities: a. Joining formalities. b. Preparation of Appointment Advice and intimating the same to other departments. c . Coordinating to get Employee ID Cards. d. Handing over the New hire to the concerned HOD/Manager. 3. Employee Personal File Maintenance: a.They Opening new file and Closing the Resigned employees File. b. Make sure all Employee files are maintained safely . c. Make sure all personal records are available in the files. 4. Confirmation Formalities: a. Intimating the concerned HOD/Manager about the due dates for confirmation. b. Conducted Confirmation Appraisal. c. Coordinating to set Quality Objectives for each job profile.

d. Ensuring updation of the existing Job Profiles. e. Processing the Confirmation. 5. Training And Development: a. Conducting Induction Training for new hires. b. Conducting External and Internal Training Programs. c. Maintaining the Training Records. d. Training Feedback. 6. Employee Relation: a. They having formal and Informal counseling with employees. b. Preparing Calendar of monthly recreation to motivate employees. c. Handling Corporate Medical Insurance SYSTEMS DEPARTMENT Maintaining the book of accounts. Maintenance of SAP. Maintenance of COMPUER .

ACCOUNTS DEPARTMENT Preparing the final statements. Budget paper preparation of statement of wages, salaries etc,

Maintenance of investment records. Supplying and aiding management with detailsrelating to financial state of affairs of the company .LOGISTICS DEPARTMENT Shifting the loads Loading

4. Product Profile
The Company's principal activity is to operate chain retails stores in names of Big Bazaar, Food Bazaar, Central and Pantaloons. The products include apparels and non-apparels such as utensils, sports goods and footwear. The Company also has its presence into gold retailing by launching Gold Bazaar. The Company's Food Bazaar provides a range of food and grocery products ranging from fresh fruits and vegetables, staples, FMCG products and readyto-cook products. The Central offers a chain of stores including books and music stores, global brands in fashion, sports and lifestyle accessories, grocery store and restaurants. Pantaloon to launch its own chocolate brand Tasty Treat Pantaloon Retail (India)Ltd. announced that it plans to launch its own line of chocolate products. The company that runs Big Bazaar stores plans to 'test-market' its own chocolate products during Raksha Bandhan. The company also plans to launch male grooming items, and skincare products targeting women. Pantaloon will launch in the next six months, skincare products in collaboration with the Canadian firm. Fresh-nPure for dairy based products such as butter and ghee, jams, pickles, snacks and namkeens, and home care and personal care labels Care Mate and Clean Mate Apparels Product. Pantaloons as a stylish fashion brand: Range of Pantaloons popular apparel brands John Miller, Lombard, Urbana, Scullers, RIG, UMM, BARE Denim, BARE Leisure, JM Sport Ajile, Annabelle Honey,


Chalk, BARE 7214, etc will also be available here. Pantaloon launches Replay denim:-It is the jeans brand name. Under billow is written some brand name. Replay Wilson Speedo Future Brands launches DJ&C, a unisex casual wear brand:-Future Brands Limited, part of the Future Group, countrys premier retail giant owning popular retail formats like the Big Bazaar, The Central, Brand Factory and Pantaloons, has launched DJ&C, a unisex designer denim and casual wear apparel band. DJ&C endorses young Indias desire to present themselves, fashionably and as citizens of the world. Indian youth have a fashion worldview, follow global grooming codes and want to look like the more famous brigade. Future to soon launch Future Learning and Development programmed at 3centers.Kishore Binyani-led Future group, is launching a residential learning programmed called Future Learning and Development, to provide training to in-house employees of the group reports PTI. The programmed meant for shop-floor to store management level employees will initially be launched at three centres from September this year. Ahmedabad , Kolkata and Bangalore.

Pantaloon has a wide range of products in its store- Men Casuals, Formals, Sports wear, Undergarments , Ethnic Wear, Children cloths, Girls and Ladies casual and Formals, Jeans and sports wear, traditional wear, Toys, Footwear, Cosmetics, Perfumes, Deodorants, Sunglasses, Wrist Watches, and Jewellery. Some brands are stated above others are: COSMETICS : Maybelline, LOreal. DEODORANTS : Playboy, Denim, Ferrari etc. SUNGLASSES : Fast track, DG, and many other. WRIST WATCHES : fast track, Titan, Espirit, TimeX etc.

Activity of promoting the sale of goods, especially by their presentation in retail outlets. This includes combining product, environment, and space into a stimulating and

engaging display to encourage the sale of a product or service. Visual merchandising is the art of implementing effective design ideasto increase store traffic and sales volume. OBJECTIVES OF VISAUL MERCHANDISING A desire to attract customers to a place of business in order to sell the merchandise. It is offered to the customer through interior and exterior presentation. It helps create positive customer image. It helps to increase sales. It encourages impulse buying The exterior appearance of a store silently announces what customerscan expect inside. Good exterior visual merchandising attracts attention, creates interest,and invites the customer into the business.

Marquees: A special type of sign is used to display the name of the store. An effective marquee must stand out from the other businesses to attract customers It can be used to announce a change in season, sale, a special event or a promotion. Banners:These are used increasingly as an inexpensive but colorful, eye-catching means of promotion. Banners can be hung from flagpoles, projected from the building or hung flat against the exteriors. Where many signs compete for customers attention, design and logo become more important. They should be unique, noticeable and readable. WalkWaysAndEntries:Approximately 75 % of first time customers remember a stores entrance, which provides the first and last view of the stores interior. A cluttered entryway causes shoppers to indefinitely post pone entering a store, while an attractive, well designed entrance is inviting to the customers. Store Interiors: Store interior is an important element of a store concept. The industry, product selection, price segment, customer groupand company vision form the foundation of the concept

Furniture and fixtures-Goods can be effectively displayed on a variety of fixtures such as gondolas,tables, cubes, mannequins, waterfalls and other racks, display cases and manufacturer point- of -purchase display. Interior Signage:- Signage is a critical part of interior display and point of-purchase promotion. Store signage that communicates a sales message can make up for a lack of sales personnel. A good sign provides the most information in the fewest possible words. Layout Planning :-Planning of the internal arrangement of selling and sales supporting departments, and deciding on the amount of space for each department.

ProductDepth:The number of each item or particular style of a product. Under one product how many sub-products company provides or how many varieties company have for that product. Examples: To keep our inventory costs down, we have a shallow product depth. This means we only stock 3-6 SKUs of each product we carry. Private labels:Pantaloons have their own in house brands in Apparel as well asdifferent sections some of them are:Honey Annabelle Bare

Customer service is the provision of service to customers before, during and after a purchase. According to Turban et al. (2002) Customer service is a series of activities designed to enhance the level of customer satisfaction that is, the feeling that a product or service has met the customer expectation." Its importance varies by product, industry and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a specified time frame. Retail stores will often have a desk or counter devoted to dealing with returns, exchanges and complaints, or will perform related functions at the point of sale. Customer service may be provided by a person (e.g., sales and service representative), or by automated means called self-service. Examples of self service are Internet sites. The experience a customer has of a product also affect the total service experience, but this is more of a product direct feature than what is included in the definition of customer service. Customer service is normally an integral part of a companys customer value proposition. From the point of view of an overall engineering effort, customer service plays an important role in an organization's ability to generate income and revenue . From that perspective, customer service should be included as part of an overall approach to systematic improvement. Some have argued that the quality and level of customer service has decreased inrecent years and that this can be attributed to a lack of support or understanding at the executive and middle management levels of a corporation and/or a customer service policy. Customer service is an organization's ability to supply their customers' wants and needs. excellent customer service (is) the ability of an organization to constantly and consistently exceed the customer's expectations." It Consists of all those activities by the retailer that influence (1) the ease with which a potential customer can shop or learn about the stores offering. (2) the ease with which a transaction can be completed once the customer attempts to make a purchase, and, (3) the customers satisfaction with the transaction.

Activities undertaken by a retailer in conjunction with the basic goods and services it sells. Store hours Parking Shopper-friendliness Credit acceptance Sales people In store announcement Gift Wrapping and packaging Personal Selling Merchandise Availability Complaint handling Merchandise returns Servicing and repair Deliveries Alteration


Gift wisely...Gift a Voucher. Corporates prefer vouchers over actual gifts because there is no ambiguity over whether an employee liked or disliked his gift. Choosing gifts is one decision-making area that companies can pass on to their employees. Why Pantaloons Gift Vouchers? Pantaloons Fresh Fashion is the lifestyle departmental store chain of Future Group. Each Store offers variety of products ranging from Apparels, Jewellery, Cosmetics, Perfumes, Mobiles, Office Accessories & lot more for the entire family. High quality of service, good ambience and implicit shopping experience characterise a typical Pantaloons Fresh Fashion store. Pantaloons Gift Vouchers are available in convenient denominations of Rs. 100, 250, 500 & 1000. They are redeemable at all Pantaloons Fresh Fashion stores across India. Click here to locate a Pantaloons store closest to you.

Pantaloons Gift Vouchers are used as an effective medium in a company for building up:

Effective motivational tool for employees Vendor / Client Gifting In-house events & celebrations Gifting to employees Incentives to Sales Force Various Consumer Schemes & Promotions

T24: T24 will provide customers with a dual advantage all 24 hours of the dayShop More, Talk More and Talk More, Shop More. Shopping and talking on our mobile phones are among the two favorite activities for all of us in India. With T24, we have been able to develop a unique customer value proposition that combines these interests of the aspirational Indian. Customers will get shopping benefits for talking and talk-time benefits each time they shop. We believe that with our partners, Tata Teleservices Limited, we have been able to develop a differentiated offering in the crowded telecom space and also increase the loyalty we enjoy among the millions of customers who patronize our stores. T24 (Talk 24) tariff plans reflect the competitive per-second rates being offered for pre-paid customers on Tata Teleservices Limiteds GSM network. In addition, customers will be rewarded with free talk-time for every purchase above Rs 500 made at Future Group shopping outlets. For example, a T24 customer buying products worth Rs 2,501 at Pantaloons or EZone will stand to gain 50 minutes of free talk-time. Also, a customer spending Rs 1,501 in Big Bazaar will gain 90 minutes of free talk-time for every purchase. Plans will keep evolving to offer ever-more attractive options to the customer.


Informal retailing Sector Typically large retailers Greater enforcement of taxation mechanisms High level of labor usage monitoring Formal Retailing Sector Typically small retailers. Evasion of taxes Difficulty in enforcing tax collection mechanisms No monitoring of labor laws.


WHY CRM? A satisfied customer in 10 years will bring 100 more customers to the company.

It costs 7 time more to attract a new customer than to serve an old one. 20% of the companys loyal customers account for 80% of its revenues. (Paretos principle).

The chances of selling to an existing customer are 1 in 2, the chances of selling to a new customer are 1 in 16.

CRM AT PANTALOONS: In Future Group only Pantaloons is following Customer Loyalty Program CRM is practiced through the PAY BACK PAYBACK GREEN CARD program (PGC) pay backPAYBACK GREEN CARD loyalty program contributes approx. 65% in profitability of Pantaloons across country Pantaloons maintains a customer database of 33 lakh across India

Software used is the Customer Loyalty Program

The biggest management challenge in the new millennium of liberalization and globalization for a business is to serve and maintain good relationship with the king the customer. In the past producers took their customers for granted, because at that time the customers were not demanding nor had alternative source of supply or suppliers. But today there is a radical transformation. The changing business environment is characterized by economic liberalization, increasing competition, high consumer choice, demanding customer, more emphasis on quality and value of purchase etc. All these changes have made todays producer shift from traditional marketing to modern marketing. Modern marketing calls for more than developing a product, pricing it, promoting it and making it accessible to target customer. It demands building trust, a binding force and value added relationship with the customers. The process of developing a cooperative and collaborative relationship between the buyer and seller is called customer relationship management shortly called CRM. According to Ashoka dutt head of Citi Bank the idea of CRM is to know the individual customer intimately, so that the company has a customized product ready for him even before he asks for it. A CRM is a collection of people, processes, software, and internet capabilities that helps an enterprise manage customer relationship effectively and systematically. The goal of CRM is to understand and anticipate the needs of current and potential customer to increase customer retention and loyalty while optimizing the way product and services are sold.CRM stands for Customer Relationship Management. It is a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. After all, good customer relationships are at the heart of business success. There are many technological components to CRM, but thinking about CRM in primarily technological terms is a mistake. The more useful way to think about CRM is as a process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends The objective is to capture data about every contact a company a company has with a customer through every channel and store it in the CRM system to enable the company to truly understand customer action. CRM software helps an organization build a database

about its customer that management, sales people, customer service provider and even customer can access information to access customer needs with product and offering. Marketing Automation It is the most comprehensive campaign management solution available. It provides everything needed to turn raw, disparate customer data into profitable marketing campaigns all the way through inception, execution and measurement. Marketing Optimization It applies sophisticated mathematical approaches to optimize marketing campaign ROI given limited budgets, channel capacities and other organizational constraints. The idea of CRM is that it helps businesses use technology and human resources to gain insight into the behavior of customers and the value of those customers. If it works as hoped, a business can: Provide better customer service Make call centers more efficient Cross sell products more effectively Help sales staff close deals faster Simplify marketing and sales processes Discover new customers Increase customer revenues

ARCHITECTURE OF CRM There are three parts of application architecture of CRM: Operational - automation to the basic business processes (marketing, sales, service) Analytical - support to analyze customer behavior, implements business intelligence alike technology Collaborative - ensures the contact with customers (phone, email, fax, web, sms, post, in person) Operational CRM Operational CRM means supporting the so-called "front office" business processes, which include customer contact (sales, marketing and service). Tasks resulting from

these processes are forwarded to employees responsible for them, as well as the information necessary for carrying out the tasks and interfaces to back-end applications are being provided and activities with customers are being documented for further reference. According to Gartner Group, the operational part of CRM typically involves three general areas of business: CRM: Sales Force Automation Sales Force Automation (SFA): SFA automates some of the company's critical sales and sales force management functions, for example, lead/account management, contact management, quote management, forecasting, sales administration, keeping track of customer preferences, buying habits, and demographics, as well as sales staff performance. SFA tools are designed to improve field sales productivity. Key infrastructure requirements of SFA are mobile synchronization and integrated product configuration.

Customer Service and Support (CSS): CSS automates some service requests, complaints, product returns, and information requests. Traditional internal help desk and traditional inbound call-center support for customer inquiries are now evolved in to the "customer interaction center" (CIC), using multiple channels (Web, phone/fax, face-to-face, kiosk, etc). Key infrastructure requirements of CSS include computer telephon yintegration (CTI) which provides high volume processing capability, and reliability. Enterprise Marketing Automation (EMA): EMA provides information about the business environment, including competitors, industry trends, and macro environmental variables. It is the execution side of campaign and lead management. The intent of EMA applications is to improve marketing campaign efficiencies. Functions include demographic analysis, variable segmentation, and predictive modeling occur on the analytical (Business Intelligence) side. Analytical CRM

In analytical CRM, data gathered within operational CRM and/or other sources are

analyzed to segment customers or to identify potential to enhance client relationship. Analysis of Customer data may relate to one or more of the following analyses: 1.Contact channel optimization 2.Contact Optimization 3.Customer Segmentation 4.Customer Satisfaction Measurement / Increase 5.Sales Coverage Optimization There is a significant rural population in both countries, which has much lower purchasing power compared to the urban population. Both countries are geographically very large and unevenly developed, adding a significant distribution and logistics dimension to the retail trade. Consumers in both countries are highly value conscious. Between 1996 and 2003, the organized retail market in China more than doubled. W e e s t i m a t e t h a t the Indian retail market is today at the same inflection point as China was in the mid-1990s. Consequently, considering a similar per capita GDP and roughly similar rates of economic growth, the Indian organized retail market has the potential for exponential growth over the next decade.

CONSUMERISM: THE NEW WAVE Growing consumerism would be a key driver for organized retail in India. Several demographic indicators show favorable trends for the growth of organized trade:

Rapid income growth: consumers have a greater ability to spend. Increasing urbanization: larger urban populations that value convenience, coupled with the higher propensity of the urban consumer to spend Two years ago, no one took Kishore Biyani seriously. His company, Pantaloon Retail, was seen as a one-man show. Biyani himself was regarded as unpredictable, and not a long-term bet. Today, he is the biggest retailer in India. In two years, Kishore Biyani has bounced back to become India's largest retailer.

Aims of CRM
The CRM is a new technique in marketing where the marketer tries to develop long term relationship with the customers to develop them as life time customers. CRM aims to make the customer climb up the ladder of loyalty. The company first tries to determine who are likely prospects i.e. the people who have a strong potential interest in the product and ability to pay for it. The company hopes to convert many of its qualified prospect into first time customers and then to convert those first time customers into repeat customers. Then the company tries to convert these repeat customers into clients they are those people who buy only from the company in the relevant product categories. The next challenge for the company is to convert these client into advocates. Advocates are those clients who praise the company and encourage others to buy from it. The ultimate challenge is to convert these advocates into partners where the customers and the clients work actively together to discover ways of getting mutual benefit. Thus in CRM the key performance figure is not just current market share but share of life time value by converting customers into partners. In CRM the company tries to identify that small percentage (20%) of key account holders whos contribution to the company revenues is high (80%). So from this point of view, CRM is also known as KEY ACCOUNT MANAGEMENT.

CRM in the Textile industry

In textile industry one company sell its product to another company. For example a yarn manufacturing company sell to fabric manufacturing company. A fabric manufacturing company sell fabric to apparel company. The main customers of the companies in the textile industry are the wholesalers. And the final product is sold to the wholesalers and retailers. In this industry the customers are few and profit margins are high. So CRM is very much necessary and relevant in this industry. There is a high degree of uncertainty on the part of the buyers, the likelihood of customers seeking a relationship is increased. If the firm loses its customer it would be major loss to the firm. The product in the textile industry is complex and quality is an important factor. One of the major values the customer expects from vendors is quality. No customer will tolerate average quality. According to GEs chairman John quality is the best assurance of customer allegiance and strongest defense against competition and the only path to sustained growth and earnings. If the product is not of good quality the customer will not be satisfied and the firm may lose its customer. Moreover there is a scope of customization in the product. The seller has to customize the product according to the need of the customer. Customization is changing the product according to the need of the customer in order to satisfy him.


PBGC Future Group has taken the whole concept of customer loyalty to the next level by joining hands with PAYBACK. PAYBACK is Indias largest and one of Europes most successful multi-partner loyalty programs. With PAYBACK, customers can shop, save and get rewarded. This program enables consumers to collect millions of points across online and offline partners with just a single card. Customers can accumulate points across Future Group formats , thereby making shopping rewarding. What Is PAYBACK? PAYBACK is Europe's leading customer loyalty program, headquartered in Germany , with a total of 25.5 million active cardholders in Germany and Poland. In India, PAYBACK consolidated its position after taking a major stake in I-Mint. Today, with more than 30 partners with 1,500 outlets and 10 million card members, its the only program which works with market leading pan-India players from the banking, travel, petroleum and online sectors such as ICICI Bank, HPCL, Univercell, BookMyShow and MakeMyTrip. Now that Future Group has become a part of this bandwagon, customers are bound to earn points at every step from formats like Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town, eZone, Brand Factory and Future Bazaar.

These points can then be redeemed for air miles, movie tickets, air tickets and vice versa. With Future Group and PAYBACK Shopping is Rewarding. Benefits Of PAYBACK Our formats Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town, eZone, Brand Factory and Future Bazaar are a part of the PAYBACK Loyalty program.

PANTALOONS PAY BACK GREENCARD PROGRAM Your Pay back PAYBACK GREEN CARD Is Your Passport To A Whole New World Of Exclusive Benefits And Privileges.
Instant discount* for every time you shop at Pantaloons

Exclusive shopping days to get hold of latest merchandise

Regular updates on collections and promos via catalogues, sms and email Special invites to the most happening events Extended exchange periods and complimentary drops for alterations Exclusive billing counters and much more

CATEGORIES VALID FOR PAYBACK GREEN CARD DISCOUNTS Apparel, perfumes & cosmetics, toys, bluesky, all, depot, planet sports & accessories. valid on categories within pantaloons only. also valid at standalone bluesky and all stores SHOP WITH PAYBACK GREEN CARD, GET REWARDEDINSTANTLY Online purchases are currently not eligible for PAYBACK GREEN CARD discounts or counted in purchases. This feature would be available in the near future. 1 STAR MEMBERS Gift 3 STAR MEMBERS 3% discount on every purchase. 5 STAR MEMBERS An exclusive 5% discount on every purchase 7 STAR MEMBERS A whopping 7% discount on every purchase Swipe card at the time of purchase to avail these discounts.

MOST RECENT PURCHASE HELPS TO UPGRADE PANTALOONS upgrade is not dependent on the date of enrolment or calendar year. They now upgrade on the basis of purchases immediately based on the preceding 12 months from current shopping date.

Pantaloons joins India's largest multi-partner loyalty program PAYBACK Customers will now earn 4 PAYBACK points on every Rs. 100 spent and PAYBACK members will also get to enjoy exclusive privileges at each of the Pantaloons stores. Pantaloons, one of the largest fashion retailers in India today, joined PAYBACK as its key partner in the fashion retail category. Now Pantaloons Green card will become PAYBACK Green card, rewarding the Pantaloons customers with PAYBACK points as well as discounts.

Customers will now earn 4 PAYBACK points on every Rs. 100 spent and PAYBACK members will also get to enjoy exclusive privileges at each of the Pantaloons stores. As part of a special launch offer, customers can get 10% points back on redemption. Further more customers, who redeem 8000 or more points, are rewarded with a 20% point back. PAYBACK is Indias first multi-partner loyalty program that presents many advantages over the traditional, stand-alone customer loyalty schemes restricted to one brand or company only. The power of PAYBACK stems from pooling loyalty benefits from many attractive partners and such a program packages customer benefits into a single customer loyalty program. Future Group and PAYBACK India have been strategically associated since August, 2011 and Pantaloons is the latest partner to join the PAYBACK Loyalty Program. Vijay Bobba, Managing Director and CEO, PAYBACK India said, Pantaloons is Indias leading Fashion Retailer and it is indeed our pleasure to associate with them in this environment of increasing organized retail and escalating competition. With changing consumer dynamics, it has now become imperative to retain loyal customers and attain new ones. We are excited to come together with Pantaloons and jointly drive value to their strategic objective. Adding Pantaloons to our partner base will now further reward a consumers everyday shopping in the fashion apparel category. Members of the loyalty program will enjoy unique benefits, including special offers, additional discounts, bonus points and customized product information and this will further enhance their overall shopping experience at Pantaloons

stores. We are excited to come together in order to serve our customers better and we are looking forward to adding many more categories and players in the future. added Bobba.

Expressing his delight on the partnership, Pawan Sarda- Chief Marketing Officer, Future Group said, Our association with PAYBACK allows us to understand customer behavior in order to decipher trends, appropriately reward loyalty and influence shopping behavior. Our customers will enjoy added benefits and privileges as Pantaloons green cards are PAYBACK cards now. We will surely benefit from PAYBACKs marketing platform with its proven track record of boosting customer loyalty and increasing our sales substantially, added Sarda. The addition of Pantaloons adds a unique edge to the PAYBACK program in the area of lifestyle and fashion retail. With a nationwide presence and a strong base of engaged customers, it is a significant addition to the existing multi partner base of PAYBACK. We are excited about the opportunity to increase the value to Pantaloons customers and in turn drive their loyalty, said Rahul Rana, COO, PAYBACK India. MEMBERSHIP & 12 MONTH PURCHASE-BASED UPGRADING SYSTEM: T H R E E S T A R C A R D - Upgrade to a 3 star status by shopping for Rs. 8000/immediately preceding 12 months of current shopping date. FIVE STAR CARD - Upgrade to a 5 star status b y shopping for Rs. 2 0 0 0 0 / - immediately preceding 12 months of current shopping date. SEVEN STAR - Upgrade to a 7 star status by shopping for Rs. 40000/ immediately preceding 12 months of current shopping date. EXCLUSIVE BENEFITS AND PRIVILEGES: FASHION FRIDAY (additional 5% discount to all members)Instant discounts for every time you shop at Pantaloons. Regular updates on themes, collections and promos (beginning & end) via catalogues, SmS and email Special invites to the most happening events. ADDITIONAL BENEFITS Green Add on Cards - 1 and 3 star member : 1 add-on card

-5 and 7 star member : 2 add-on cards Green Days: End Of Season Sale Green Channel: special billing counter during End of Season sale Green Offers Green Service Desk Green Exchange Green drop7 STAR PRIVILEGES A BIG WOW Exclusive benefits for PAYBACK GREEN CARD members

PANTALOONS PAYBACK GREEN CARD PROGRAM: INITIAL STEPS : Informing the Customer about the loyalty program To become a payback PAYBACK GREEN CARD member -Filling of KYC form s compulsory While filling the form various customer details like-Name-Address-Date of Birth-Phone No.-e-mail id-Income-Relationship Status etc. are collected to form the customer database


Friday 5%

What is customer satisfaction? We are in the midst of a revolution in business. Some call it a customer revolution, others a quality revolution, others a service revolution. Organizations are attempting to obtain increased customer satisfaction by focusing on the quality of their products and the service provided. This movement toward quality has produced significant benefits but just like other business fads, joining and adopting the religion does not insure that the real objective of producing customer satisfaction will be obtained.

Customer satisfaction is a key ingredient to the success of any business. It is the most important factor that creates repeated customers. Some people know it but do not realize its importance. If a customer of yours is satisfied with one of your products or services, chances are this customer will purchase more of your products or services, which will increase your revenue. Therefore, in order to have your new or existing customers buy more from you, you will have to follow techniques that work. Customer satisfaction takes a very important place in Marketing. As much as you think that your marketing strategies should help you generate sales, think about how the same marketing strategies could help you achieve Customer satisfaction. There are a lot of elements involved with Customer satisfaction. Know the problems of your customers and what they are looking for, then offer them the right products. Products that the customers receive are also an area that was assessed because of a high value that is placed on satisfaction in the product. Satisfaction of the product is evaluated by content, display and delivery of the product. Customers purchasing habits would include such issues as: who do they usually go shopping with, how often, how long do they spend in a shop, etc. Psychographic portraits of many customers allow customer segmentation in terms of purchase frequency, respondents experience of various shopping centres or service organizations, as well as benchmarking against competitors


Informal retailing Sector Typically large retailers Greater enforcement of taxation mechanisms High level of labor usage monitoring Formal Retailing Sector Typically small retailers. Evasion of taxes Difficulty in enforcing tax collection mechanisms No monitoring of labor laws. ISSUES IN RETAILING: r customers while earning a fair profit?

many choices?

best address these questions by fully understanding and applying the basic principles of retailing, as well as the elements in a well-structured, systematic, and focused retail strategy

8.SUCCESS OF PANTALOONS Eight ways to keep customers for life

1. Every part of the companys marketing effort should be geared towards building lifetime relationships.

2. People want to do business with friendly people. To have effective relations a friendly attitude must permeate in the organization.

3. Information technology developments should be positively used to serve the customers. 4. The company should always be flexible to bend its rules and procedures in the clients favor.

5. The company should communicate with its customers even when it is not trying to sell something.

6. The company can communicate and develop stronger customer bonding by providing financial and social benefits.

7. The company should try to know all its customers including their lifestyles, hobbies, likes and dislikes etc.

8. The company should make it a point to deliver more than what is promised.

Old records can be maintained. High competition between pantaloons and Lifestyle. Creating new strategies to CONTINUE no. 1 in Retail market. Good rapport with all the employees. Good fun zone. Free tea snacks for staff. EDC offer card to employees. As welfare measure birth day celebration held in the back office. All birth day babies all greeted with birth day card and chocolates. A training program is conducted to all management and worker staff every month last week. Supply chain efficiency. Brand portfolio management. Quality of human resource management More scraps and materials are wasted

10.SUGGESTIONS. This research throws light on various strengths and weaknesses of Pantaloon and can also help Pantaloon to improve on different fronts in order to have an edge over its competitors. Based on the analysis and findings of my research I would like to give following recommendations: .Pantaloon needs to improve so that it can accommodate more kinds of products and also provide space for children coming with their parents to play and have fun so that for them visiting Pantaloon becomes exciting. Pantaloon should incorporate more variety of products in its basket so that it provides the convenience of availability of all things under one roof to its customers. Variety of products should specially be increased in traditional wear for women, Footwear, jewellery, cosmetics and more varieties in watches. More varieties in sizes in jeans, Shirts. Sitting area should be there for children and old people, so that they can sit while other family members doing shopping. More computers should be included and number of billing counters should be increased especially during the festive season and sales, so as to speed up the process of billing and avoid large queues. If possible more attractive discount and offers should be given in order to attract more customers. Staff should be trained properly to assist people and to make them understand the benefits of green card membership, it will strengthen Customer loyalty. Other Recommendations include introduction of a Book corner for the book lovers and making shopping more joy full. To launch a one to one initiative the company must be able to locate and contact a fair number of customers or at least a substantial portion of its valuable customers. It is crucial to know the customer details as much as possible, not just their names or address, but their habits, preferences and so forth. Customers are different in two principal ways, they represent different levels of value and have different needs. Once the company identifies its customers differentiating them will help the company to focus its efforts to gain the most advantage with the most valuable customers. Interaction is also a crucial component of a successful CRM initiative. It is important to

remember that interaction just not occur through marketing and sales channels, customer interact in many different ways with many different areas of the organization so to foster relationship all the areas of the organization must be accessible to the customer. Ultimately to lock a customer into a relationship a company must adapt some aspect of its behavior to meet customers individually expressed needs this might mean mass customizing a manufactured product or it might involve tailoring some aspect of the service surrounding the product.