FINAL PROJECT REPORT

ON PANTALOON
ANURAG SAHU

A PROJECT REPORT ON A DETAILED STUDY OF CONSUMER BUYING BEHAVIOVR IN PANTALOON RETAIL IN LUCKNOW CITY. 2012-2013 SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR

MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF Ms. Maya Lohani SUBMITTED BY Maria Parveen MBA ----2012-13 SCHOOL OF MANAGEMENT, BBD UNIVERSITY LUCKNOW FAIZABAD ROAD, LUCKNOW (UP)

ACKNOWLEDGEMENT
This Project has been made possible through the direct and indirect Cooperation of various persons, who have inspired me at every step of my work. It is a matter of pride for me to acknowledge my profound gratitude to my respected Dean prof A.K.Singh who always facilitates me in gaining practical knowledge.

I am very much obliged and thankful to my esteemed Project Guide Ms. Maya Lohani for her valuable Cooperation and Guidance.

And above all, I am beholden to my Parents and other family members for their blessing and encouragement in completing this task.

Maria Parveen

INSTITUTE OF PROFESSIONAL EDUCATION & RESEARCH, BHOPAL

DECLARATION
I hereby declare that the project report entitled RETAIL

STORE MARKETING ACTIVITY (IN STORE TIE-UPS FOR

LOYALTY PROGRAM TO ACHIEVE GREEN CARD TARGET, TIE UPS FOR EOSS AND DENIM EXCHANGE) AT PANTALOON RETAIL INDIA LTD. is an authentic work done by me.

The project was undertaken as a part of the course curriculum of MBA program, Barkatullah University, Bhopal. This has not been submitted to any other examination body earlier.

ANURAG SAHU

TABLE OF CONTENT
SERIAL NO. 1 2 3 4 Preface Acknowledgements Synopsis Introduction a. Industry Background b. Introduction of Indian Retail King c. Milestone to Success 5 6 7 d..Company Introduction Terms Of Reference Methodology Work Profile a .Customer Loyalty Program b .About tie-ups for Green Card and EOSS c. Customer Entry d. How to increase the Customer Entry e. Denim Exchange 07 f. Activities done for Denim exchange g. Eoss 9 10 11 12 h. Activities done during EOSS Findings of The Report Recommendations Conclusion Bibliography 66-72 73-74 75 76 36 37-39 40-65 CONTENTS PAGE NO. 4 5 6-10 12-35

JUSTIFICATION

FOR

THE

SELECTION

OF

THIS

PROJECT AND TITLE

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer marker, along with some other big names such as RPG, Shoppers Stop, Life Style, Westside, Ebony, Piramyd etc.

The reason why I chose this sector is because as there are huge opportunities in this sector in the coming years. India was not into retail before 10 years from now but now it is very much into organized retailing. There is cut through competition in this field. Every alternate day we hear of a new companies getting into Retail sector, where this makes competition tough. I felt if I have experience in Pantaloon than I would be equipped to face the challenges that will come across while working in this sector.

I was in marketing along with Customer Loyalty Program. I felt that while doing out marketing projects for the Pantaloon store I will have well expose & experience of this field. I got to learn a lot about retailing, marketing in retail sector, knowing different people, how exactly product reaches final consumer, how all theses things are decided and how. This is the reason why Retail sector influences me the most. Since I was involved into marketing for different event of the store where all the parameters has to be considered which made this project more challenging & interesting.

OBJECTIVE OF THE STUDY

Objective of the Retail store Marketing was to make customers aware about the Sale offers during Denim Exchange and EOSS i.e. End Of Season Sale

provided by Pantaloon and also to achieve the Green Card target of Customer loyalty Program during EOSS. To provide extra privileges to Pantaloons Green Card customers - keeping in mind that they get extra privileges not only inside the store of Pantaloons, but also outside the store and to make the Pantaloon Customer Loyalty Program more powerful by doing tie-ups with Restaurants, Health-Clubs, Saloons, Pubs, colleges, Laundries, Tattoos Makers. To make Green Card Members realize that they are Special customers for the company. To find out customer loyalty for Pantaloon store To find out customer satisfaction

INTRODUCTION
INDUSTRY BACKGROUND India, like Britain, is a nation of shopkeepers. With over 12 million retail outlets, India probably has the highest density of retail outlets in the world, with one for approximately every 90 persons; little wonder that the country is the ninth-largest retail market in the world, with estimated annual retail sales of around USD215 billion in 2005 (Rs 960,000 crore). At the same time, the share of organised trade in this enormous market is currently very small. It is estimated at just USD8 billion (Rs 35,000 crore) in 2005, up from USD6.25 billion (Rs 28,000 crore) in 2004. This accounts for less than 4 per cent of the total retail trade in the country RETAIL INDUSTRY IN INDIA Retail is Indias largest industry, accounting for over 10 per cent of the countrys GDP and around eight per cent of the employment. Retail industry in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. But because of the heavy initial investments required, break even is difficult to achieve and many of these players have not tasted success so far. However, the

future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-storeyed malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing working-women population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector in India. India represents an economic opportunity on a massive scale, both as a global base and as a domestic market. Indian Retail sector consists of small familyowned stores, located in residential areas, with a shop floor of less than 500

square feet. At present the organized sector accounts for only 2 to 4% of the total market although this is expected to rise by 20 to 25% on YOY basis. Retail growth in the coming five years is expected to be stronger than GDP growth, driven by changing lifestyles and by strong income growth, which in turn will be supported by favorable demographic patterns and the extent to which organized retailers succeed in reaching lower down the income scale to reach potential consumers towards the bottom of the consumer pyramid. Growing consumer credit will also help in boosting consumer demand. The structure of retailing will also develop rapidly. Shopping malls are becoming increasingly common in large cities, and announced development plans project at least 150 new shopping malls by 2008. The number of department stores is growing much faster than overall retail, at an annual 24%. Supermarkets have been taking an increasing share of general food and grocery trade over the last two decades. However, Distribution continues to improve, but it still remains a major inefficiency. Poor quality of infrastructure, coupled with poor quality of the distribution sector, results in logistics costs that are very high as a proportion of GDP, and inventories, which have to be maintained at an unusually high

level. Distribution and marketing is a huge cost in Indian consumer markets. It's a lot easier to cut manufacturing costs than it is to cut distribution and marketing costs. Also, government has relaxed regulatory controls on foreign direct investment (FDI) considerably in recent years, while retailing currently remains closed to FDI. However, the Indian government has indicated in 2005 that liberalization of direct investment in retailing is under active consideration. It has allowed 51% FDI in "single brand" retail. The next cycle of change in Indian consumer markets will be the arrival of foreign players in consumer retailing. Although FDI remains highly restricted in retailing, most companies believe that will not be for long. Indian companies know Indian markets better, but foreign players will come in and challenge the locals by sheer cash power, the power to drive down prices. That will be the coming struggle. . EVOLUTION OF INDIAN RETAIL The Indian retail sector has evolved from traditionally being a largely informal sector to a formal one, structured by international standards.

While earlier it was largely characterized by small retailers and high prevalence of tax evasions and nonexistent labor laws, things have changed otherwise today. While earlier the Indian retail was dominated by mom n pop stores (kiranas, as called in India), street markets and kiosks, a large number of international players have entered the Indian retail industry, changing the whole face of how product distribution was done in India. Traditional Retail Formats Traditionally retail has always been a no-frill-direct- selling layout. The retailers were merely shop owners (usually), who would ideally sit at a selling place full of products and follow customers instructions as and when they come, and bill them. Nothing less, nothing more. Though, they are not completely non-existent today, neither are they totally out-of-sync with todays consumer needs, but a lot of them are being driven out of business (especially in the Developed World) owing to the better alternatives of modern, more efficient formats which are more convenient, cost efficient and have an associated feel-good factor owing to the battery of services offered.

Traditional retail formats have ideally been of 4 forms, viz. mom n pop stores, street markets, kiosks and exclusive/multi brand outlets. Mom n pop stores, (usually called kirana stores in India) are the oldest retail formats. The diversity of products offered depends on the scale of operations and the money invested. Thus, the product lines were usually limited. The pricing was also usually cost-plus pricing for self manufacturing and MRP for branded items. Promotions were usually nil and distributions were also limited, as products were sold to only those customers who willingly visited the shop. Thus, the physical evidence factor, or the location, was a vital factor in deciding the success and footfalls of the shops. People factor was also important, as the more the retailer used to know and befriend the nearby residents, more was his regular clientele and higher was his shops loyalty. Street market is an outdoor market such as traditionally held in a market square in a market town, and are often held only on particular days of the week. Very similar markets or bazaars can also be found in large enclosed spaces, instead of on a street. In Hong Kong there are street markets of various kinds such as fresh foods, clothing,

cooked foods, flowers, and even electronics. Some of them are gradually being replaced by shopping centres, markets in municipal service buildings, and supermarkets while some become trourist attractions like Tung Choi Street and Apliu Street. Some examples of street markets are: Berwick Street Market, Camden Market, East Street Market and Portobello Road Market in London, Janpath in Delhi etc.

A street market in Hong Kong The only way this format differs from the above is in its way of pricing which is done on the basis of perceived benefit and is subjects to differ with different customers. Also, in this format, unlike all others, there is a lot of room for bargaining.

Life Cycle of Retail Formats Formats Adopted by Key Players Retailer RPG Retail Original Format Super World) Later Formats Specialty Store (Music World) Pantaloon Piramals K Raheja Group Branded Outlets (Pantaloon Shoppe) Departmental Store Departmental (Shoppers Stop) Specialty Store(Crossword) Tata/Trent Departmental (Westside) Store Hypermarket ( Star India Bazaar) Hypermarket(Big Bazaar) Discount mart) Store Supermarket(TBA) Hypermarket(Hyper city) Store( Tru

Market(Food Hyper Market(Spencer)

Source: NetMBA.com. In the above graph, we can see the stage of the life cycle of different retail formats in the western countries. In India it is difficult to predict if the same trend will be evident as organized retailing and modern retailing have a long way to go in terms of market coverage. However if we focus on the shift in retail formats by various big retail houses, it would not be wrong to say that retail in India will see similar evolution as seen by its western counterparts. We can see from the above table that retail powerhouses like Pantaloon, K Raheja Group and Tata Group have shifted focus from department stores and

stand alone single brand stores to new formats like hypermarkets and super centers. It is very important to understand the consumer habits and see if the market is ready to accept a new format. If a format enters a pre mature market, it might not succeed as consumers are not willing to change their old buying habits. On the other hand if a format enters in a late stage, it has to face heavy competition and loses the first mover advantage. Therefore it is important to strike with a format at the right time and reap maximum benefits. EMERGING TRENDS IN INDIAN RETAIL INDUSTRY Tier-II Phenomenon Small towns with a population of 0.5 1 million {like Surat, Lucknow, Dehra Dun, Vijayawada, Bhopal, Indore, Vadodara, Coimbatore, Nasik, Bhubaneswar, Varanasi, and Ludhiana etc}, are witnessing a defined increase in disposable income coupled with high aspirational levels leading to enhanced spending on consumer goods along with lesser aversion to credit. With consumption in metros already being exploited {85% of retail sales as of now}, these Tier-II areas are fresh targets and are expected to contribute 20-25% of organized retailing sales.

Retailers are introducing contemporary retail formats such as hypermarkets and supermarkets in these new pockets of growth. Mall development activity in these small towns is also picking up, creating quality space for retailers to fulfill their aggressive expansion plans. Keeping in view the relatively smaller size of the market, the average size of a retail mall in Tier-II cities ranges between 100,000 120,000 square feet in comparison with the larger metros where a number of malls measure over 500,000 square feet. Entry of International Players The fight today is not between Big organized retail stores (3%) and Unorganized Kirana Shops (97%), but its between global giants like WalMart, Tesco and Shoppers Stop, Pantaloons. Entry of these global players will impact the way India Retailers operate, as much as it will change the way Indian consumers live and do their shopping. They will no longer be just dependent on their local Kirana shop for their everyday needs. They could just shop once a week or once a month at comparatively cheaper rates and remain hassle free. Indian retailer will also need to quickly come to terms with the market realities. On one hand they will fight size factor and on the other hand great efficiencies

Emergence of New Retail Formats Currently the retail sector in India is populated with the traditional mom-and-pop stores and some 1000 odd supermarkets under organized retail chains. A daring few ventured into the Hypermarket segment with successful results and this format is being fast replicated by other players. This experience indicates that the Indian consumer has matured to the next level of shopping experience. Given the Indian conditions and the vast diversity a single format may not be possible for the national presence, but region specific formats may evolve. An interesting observation is that of lack of presence of organized retail chains in the rural/semi-urban centers as over 60% of Indian population is still in these parts. An ideal no frills model to start with would be ideal for the rural markets; this would help to take them to the next level of supermarket experience. Specialty Malls Keeping in mind the astonishing pace with which new supply is expected to enter the market, many mall developers, in a bid to offer a distinctive value proposition, are planning to develop specialty malls. These niche developments shall emerge as one-stop destinations in their chosen product categories. The Delhi-based Aerens Group has

developed Gold Souk, an exclusive jewellery mall that is already operational in Gurgaon and has ambitious plans to replicate the concept across the country. Further, a number of analogous developments like a Wedding Mall by Omaxe Group, Automobile Mall etc are also in the offing. In line with international trends, Home Malls offering the entire range of building and interior dcor solutions are also coming up in various parts of the country including Pune (Ishanya promoted by Deepak Fertilizers and Petrochemicals Corporation Ltd), Gurgaon & Kolkata.

Price Correction Fallout of the surge in mall development activity shall be that developers will be forced to offer retailers prime real estate spaces at costs lower than those prevailing today, as the space required by retailers to fulfill their expansion plans is likely to be lesser than offered. This correction could result in a more structured retail real estate market that would allow retailers a higher margin on their real estate investments, thereby enabling them to

expand faster. Further, the relatively over-served cities could witness higher activity, as real estate space becomes more affordable, thereby, reducing the break-even period for retailers. Moreover, under-served markets could provide enough margins to retailers to compensate for loss of margins in some of the over-served markets. Traditional Retailers in Malls The abundant supply of retail space has provided retailers with the leeway to experiment with newer formats and product categories. Even traditional retailers like Benzer, Study by Janak; Mehrasons Jewellers etc are being pushed to modern retailing formats like shopping malls. Mall developers shall have sufficient incentive to operate on a revenue-sharing pricing model as many of these traditional retailers can generate higher sales per square foot as compared to the larger-format department stores, which shall translate into higher revenue realizations for developers. Transformation & Innovations of Supply Chain and Transportation logistics To counter the unbeatable advantages of convenience of a hop, skip and a jump access and home delivery, organized retailers seem to have just one option - offer attractive prices to the consumer. A successful retailer's

winning edge will therefore come from sourcing - how best it can leverage its scale to drive merchandise costs down, increase stock turns and get better credit terms from vendors. Efficient supply chains can achieve this objective and fuel demand. The supply chain in India is full of inefficiencies- a result of inadequate infrastructure, too many middlemen, complicated laws and an indifferent attitude. However, they are gradually getting more matured with logistics service providers encouraged to innovate newer formats and models. The logistics service providers have begun to come out with innovative customized solutions for the retail chains like GATIs model for distribution of Alphonso mangoes throughout India with IT support. Supplier Retailer Relationships Organized retail increasing its presence, the traditional national distributorregional wholesaler-end retailer relationships are gradually getting streamlined. However this new model has been affecting the relationships that the manufacturer enjoys with the traditional system which is still the most dominant in the entire retail sector. The issue of differential pricing is being taken up at several forums and the growing dissatisfaction among the traditional retailers is being addressed by the manufacturers. However we see that in the long term, the role of a national distributor would slowly fade

away or get restricted to the rural/ upcountry regions. The supplier-retailer relationship would come under severe pressure as each would try to squeeze maximum margins out of other. More use of Technology Retailing, as discussed before, is at a nascent stage in India. The complicated information systems and underlying technologies are in the process of being established. Most grocery retailers like Food World have started tracking consumer purchases through CRM. The lifestyle retailers through their `affinity clubs' and `reward clubs' are establishing their processes. The traditional retailers will always continue to exist but organized retailers are working towards revamping their business to obtain strategic advantages at various levels - market, cost, knowledge and customer. With differentiating strategies - value for money, shopping experience, variety, quality, discounts, advanced technologies, change in the equilibrium with manufacturers and a thorough understanding of the consumer behavior, the ground is all set for the organized retailers. Community Involvement Footfalls in most malls are observed to be significantly higher on

weekends. To ensure regular walk-ins on weekdays, mall developers have started to focus on involving the local community. They have recognized that their centers need to be entertaining, and that shoppers want their malls and town centers to blend with and reflect their own communities. Their philosophy today is thus to create a center where people would want to stay well beyond their shopping time to enact the rituals of urban life. Activities like karate classes and painting competitions for children pull their salary-earning parents to visit the mall. For example, South-dale Mall, USA contains a school, an auditorium, an ice-skating rink and even a zoo for the same reason. Dandia and Navratre parties at Ansal Plaza and Festival parties at other malls also have the same objective. Though such activities do not directly generate revenues for the mall developer, they go a long way in making local consumers recognize the mall as a place where they can do a lot more than merely shop. Further, components such as beauty parlors, card rooms etc also guarantee that housewives visit the mall on weekdays.

AN UNDERDEVELOPED RETAIL MARKET Organised trade in India is very underdeveloped when compared with other emerging markets in Asia, Latin America and Eastern Europe. The Indian and Chinese markets are comparable in many aspects: Both countries are not homogeneous. They comprise many markets within a single country, with significantly varying cultures and customer preferences across regions. 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 organised retail market in China more than doubled. We estimate that 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 organised retail market has the potential for exponential growth over the next decade.

CONSUMERISM: THE NEW WAVE Growing consumerism would be a key driver for organised retail in India. Several demographic indicators show favourable trends for the growth of organised 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. Growing young population: growth of the post-liberalization maturing population, with the attitude and willingness to spend. Spend now vs. save earlier: consumers are willing to borrow for present consumption. THE SIZE OF THE OPPURTUNITY Research done by the Tata Strategic Management Group (TSMG) indicates that over the next 10 years, the total retail market in India is likely to grow at a compounded annual growth rate (CAGR) of 5.5 per cent (at constant

prices) to USD374 billion (Rs 16,77,000 crore) in 2015. The organised retail market is expected to grow much faster, at a CAGR of 21.8 per cent to USD55 billion (Rs 246,000 crore) in the same time frame, garnering around 15 per cent of overall retail sales. Based on our projections, the top five organised retail categories by 2015 would be food, grocery and general merchandise; apparel; durables; food service; and home improvement. (Table 1) Organised retail market in India (Rs crore)

Retailers inspired by the Wal-Mart story of growth in small town America are tempted to focus on smaller towns and villages in India. However, a careful analysis of the town strata-wise population, population growth, migration trends and consumer spend analysis reveals a very different picture for India.

As per our estimates, the share of the 35 towns with a present population of greater than 1 million in India's total population would grow much faster than their smaller counterparts, from 10.2 per cent today to reach 14.4 per cent by 2025. Simultaneously, the share of these towns in the overall retail market would grow from 21 per cent today to 40 per cent by 2025. Within these top 35 towns, an estimated 70 to 80 per cent of retail trade could be in the organised sector. This is similar to the experience in China, where in cities like Shanghai and Beijing, the organised sector accounts for 70 to 80 per cent of overall retail trade in certain categories. Retailers should therefore focus on the top 37 towns in the next decade, as the opportunity in smaller towns and rural India would be smaller and more fragmented, compared to the larger towns. Organised retail market in India (Table 2)

There are a few key trends that one observes in international markets

TREND1: CONVINENCE STORES AND HYPERMARKETS ARE GAINING PROMINENCE These are driven by a consumer need for convenience and lower prices / higher value in mass categories, while the big box category killer stores are gaining importance in the specialty retail categories. While supermarkets may emerge at the initial stages of retail market development, in the long term they are unable to match the consumer value proposition of convenience stores and hypermarkets.

TREND2: PRIVATE LABEL BRANDS BECOME IMPORTANT Private labels today account for 17 per cent of global retail sales, with the highest share of 23 per cent in Europe and the lowest share of 4 per cent in Asia. M+M Planet Retail data shows that private label penetration varies from 25 per cent to 95 per cent among some of the largest retailers in the world. Growing acceptance among consumers, increasing price competition, the need for differentiation among retailers and the ability to offer higher margins are the key factors contributing to the growth of private labels. Private labels provide the retailer an ability to offer a significant price advantage to consumers, their prices being 16 to 32 per cent lower than manufacturers' brands.

IMPLICATIONS OF INDIAN RETAILER Global trends have important implications for Indian retailers. The Indian consumer is very value conscious; willing to spend money in most cases, but constantly cost conscious, evaluating every rupee spent. It is therefore imperative for retailers to offer a price advantage through sourcing and operational efficiency, as well as a strong private label programme to attract customers. Existing and new entrants need to achieve scale quickly to drive

efficiencies in procurement, supply chain and marketing. Else, they risk being marginalised by larger players. Real estate and human resources will be the critical drivers to build scale. While there are a few hundred malls under various stages of development across the country at present, retailers will also need to think out of the box to ensure the availability of real estate. This may include acquiring and developing the real estate themselves, rather than wait for mall development. Given the rising demand for retail real estate, retailers will need to take a long-term view on rentals and look at alternative options like ownership or very long leases. Retailers that invest in training will be able to ensure the availability of quality manpower in a rapidly growing market. In conclusion, the retail market in India offers an opportunity for a large player to build a Rs 40,000-crore retail business spanning multiple categories by 2015 (at current prices). Compared to this, the revenue of the largest Indian retailer, Pantaloon, grossed only Rs 1,085 crore in 2005. Little wonder that large domestic business houses and international retailers have expressed a keen interest to enter the retail sector in India. To capitalise on the opportunity, however, players need to be aggressive in outlook and build scale quickly. INTRODUCTION OF INDIAN RETAIL KING

MEET INDIA'S KING OF RETAIL MR. KISHORE BIYANI Unlike most people, Kishore Biyani makes no bones about his simplicity. He's the man you're most likely to ignore at the Pantaloon or Big Bazaar store, as he stands in a corner observing the way you shop. But make no mistake; what he may lack in sartorial style, he more than makes up through his observation powers. You'll never catch him in a tie and jacket. He isn't a stickler for large cars, and has just graduated from driving a Honda City to a Honda Accord, though he's just as content driving around in a junior manager's Maruti 800. He is a strict vegetarian, and is currently off cheese and fried foods, but will otherwise eat anything that is green.

Pantaloon's Kishore Biyani has become India's largest retailer, but still has several aces up his John Miller shirtsleeves. In India's chaotic markets, Kishore Biyani is the unchallenged king of retail. He has the knack of catching rivals off-guard and striking where it hurts most. Biyani's victory isn't unexpected. India's own Sam Walton (the legendary promoter of Walmart) is quick to seize any advantage. Which is why the denim manufacturer who quit the trade because "it wasn't creative enough" commands over 1.3 million sq ft of retail space. But even size hasn't made a difference to Biyani's vaulting ambitions and he's on an even faster trajectory of growth. He's booked over 4.5 million sq ft of space across the country, and will utilise 3 million sq ft by this year's end in 23 Indian cities. He will invest over Rs 200 crore (Rs 2 billion) to make this dream a reality. Says R S Roy, editorial director of the magazine Retail, which tracks the industry closely: "Mall developers have him in mind before they start constructing. His presence ensures footfalls and a premium for the mall."

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.

MILESTONES TO SUCCESS: 1987 - Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, Indias first formal trouser brand. 1991 - Launch of BARE, the Indian jeans brand. 1992 - Initial public offer (IPO) was made in the month of May. 1994 - The Pantaloon Shoppe exclusive menswear store in franchisee format launched across the nation. The company starts the distribution of branded garments through multi-brand retail outlets across the nation. 1995 - John Miller Formal shirt brand launched.

 1997 - Pantaloons Indias family store launched in Kolkata. 2001 - Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket chain launched. 2002 - Food Bazaar, the supermarket chain is launched. 2004 - Central Shop, Eat, Celebrate in the Heart of Our City Indias first seamless mall is launched in Bangalore. 2005 Fashion Station the popular fashion chain is launched aLL a little larger exclusive stores for plus-size individuals is launched. 2006 - Future Capital Holdings, the companys financial arm launches real estate funds Kshitij and Horizon and private equity fund Indivision. Plans forays into insurance and consumer credit. Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot and futurebazaar.com are launched across the nation. Group enters into joint venture agreements with ETAM Group and Generali

COMPANY PROFILE

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer marker. Headquartered in Mumbai (Bombay), the company operates over 5 million square feet of retail space, has over 350 stores across 40 cities in India and employs over 18,000 people. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, aLL, Top

10, mBazaar and Star and Sitara. The company also operates an online portal, futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, Collection i.e. selling home furniture products and E-Zone focused on catering to the consumer electronics segment. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space.
Merchandise offered by pantaloon Department; MENS, LADIES, KIDS, GENERAL MERCHANDISE Zones: ACCESSORY, BLUE SKY, CASUAL, DENIM, DEPOT, ETHNIC, FORMAL, KIDS, LADIES ACCESORY, PARTY, PICK ME UP SPORTSWEAR , TOYS, WELLNESS, WESTERN, YOUNGWEAR. Mens formal: SHIRTS, TROUSERS, SUITS, BLAZERS Type of Shirt Size Sleeve Length Neck size Fabric Solids , Checks, Lines 38 , 39 , 40 , 41, 42 , 44 Full Sleeves , Short Sleeves Double cufflink, 15 , 15 , 16 , 16 ,17 , 100 % Cotton , Cotton blend,Linen

Saville, Button down, Cut away Semi_cut away , Regular

Brands

John miller, Indigo Nation, Turtle,Urbana, Lombard

Type of Trousers Size Style Pocket Choice

Solids, Self Lining 28, 30,32,34,36,38 Pleated, Non Pleated, Without Loop Cross Pocket,Without Pocket,Vertical Pocket Single Back Pocket Double Back Pocket Linen,WoolBlended,Cotton Blended John Miller, Lombard, Urbana, Turtle, Provogue, Indigo Nation

Fabric Brand

Type of Suits Size Style

Business Suits ,Evening Suits Formal Party Suits Small, Medium , Large, Extra Large Single Breast ,Double Breast,

Two Button ,Three Button, Four Button Fabric Cotton Blended, Wool Blended Brand John Miller, Lombard , Urbana Mens casual and sports wear:shirts,trousers,cargo,shorts,lowers,denims,caprees. T-shirts Shirts Cargos Denim Fabrics Brands Round , Collar, V, Boat, Johnny collar, Crew, High, Jewel neck Button down, Flap pocket, Short length, Slim fit, U_cut Six pocket, Four pocket, Detachable. Straight fit, Comfort fit, Loose fit, Low waist, High waist, Regular, Boot cut, Anti_fit Cotton, Cotton blend, Linen, Lycra Bare leisure, Rig, Jm sports, Bare denim, Lee cooper, Umm Ajile, Urban yoga,Nike

LADIES: Western Mature, Young and Denim, Sports, Party, Ethnic. Shirts T-shirts Long point, Regular, A_ shaped,Wide spread, arched collar. Halter, Bateau, Lace Front, Henly, Jewel, Off-shoulder, Drawstrings, Keyhole, v-neck, scoop, y-shaped, Crew, Racing Skirt Kurta athlete, Peter pan Long, Short, Lace edge, Eyelet Edge, Short, Long, Medium, Long sleeve, Cut Sleeve, SKD.

FUTURE GROUP: Future Group is Indias leading business group that caters to the entire Indian consumption space. Led by Mr. Kishore Biyani, the Future Group

operates through six verticals: operates through six verticals: Retail, Capital, Brands, Space, Media and Logistics. Apart from Pantaloon Retail, the groups presence in the retail space is complemented by group companies, Indus League Clothing, which owns leading apparel brands like Indigo Nation, Scullers and Urban Yoga, and Galaxy Entertainment Limited that operates Bowling Co, Sports Bar, F123 and Brew Bar. The groups joint venture partners include French retailer ETAM group, US-based stationary products retailer, Staples and UK-based Lee Cooper. Group Company, Planet Retail, owns and operates the franchisee of international brands like Marks & Spencer, Next, Debenhams and Guess in India. The groups Indian joint venture partners include, Manipal Healthcare, Talwalkars, Blue Foods and Liberty Shoes. Future Capital Holdings, the groups financial arm, focuses on asset management and consumer credit. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. The group has launched a consumer credit and financial supermarket format, Future Money and soon plans to offer insurance products through a joint venture with Italian insurance major, Generali.

The group is currently developing over 50 malls and consumption centers across the country and has formed a joint venture company focusing on mall management with Singapore-based CapitaLand, one of Asias largest property companies .

Future Groups vision is to, deliver Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner. The group considers Indian-ness as a core value and its corporate credo is - Rewrite rules, Retain values. Companys vision: Future Group shall deliver Everything, Everywhere, Everytime for Every Indian Consumer in the most profitable manner.

Companys Mission: We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.

PARTNER COMPANIES OF PANTALOON

1. Home Solutions Retail (India) Ltd: Home Solutions Retail (India) Ltd. (HSRIL) leads the groups foray in the home improvement and consumer electronics retailing segment. It caters to home management requirements and products, including furnishings and textiles, furniture, consumer electronics, home electronics and home services. It operates retail formats like Home Town, Furniture Bazaar, Collection I, E-Zone, and Electronics Bazaar. 2. Future Capital Holdings: Future Capital is the financial arm of the group and is involved in asset management (both private equity and real estate funds) with plans to get into other financial services including insurance, credit and other consumer related financial services. Its associate companies are Kshitij Investment Advisory Co. Ltd., Indivision Investment Advisers Ltd., and Ambit Investment Advisory Co. Ltd. 3. Indus league clothing Ltd. :

The group owns a majority stake in Indus League Clothing Ltd., one of the leading apparel manufacturers and marketers in India. Some of its leading brands include Indigo Nation, Scullers, Urbana, Urban Yoga and Jealous

4. Galaxy Entertainment Corporate Ltd. : The group owns a stake in Galaxy Entertainment Corporate Ltd. that operates chains like Bowling Company, Sports Bar and Brew Bar. JOINT VENTURES COMPANIES 1. Planet Retail Holdings Ltd. : The group is a joint venture partner in Planet Retail Holdings Ltd., which operates sports, lifestyle and leisure retail chain. It also owns the franchisee and distribution rights of brands like Marks & Spencer, Guess, Debenhams and Puma in India. 2. Footmart Retail:

Footmart Retail is a joint venture with Liberty Shoes and is engaged in the retailing of footwear products in India.

3. Capital Land Retail India: The group is a joint venture partner in CapitaLand Retail India, along with Singapore-based CapitaLand Limited. The company provides retail management services to retail properties owned or managed by various group companies and investment funds.

LINE OF BUSINESS

e telling

Futurebazaar.com offers the widest range of products at lowest prices everyday! Having pioneered the retailing business in India, PRIL has now decided to revolutionize the consumer e-commerce business in India. It intends to provide customers with a streamlined, efficient and world class personalized shopping experience, which will be supported with the best technology platform.

Buying products is a 3 step simple process. All one has to do is Search, Register and Buy. Here you can expect a shopping experience akin to shopping at an actual bazaar but with added simplicity & everyday low prices and an assurance of 'your product' will be delivered within 7 days of purchase. We are proud to inform you that Future Bazaar has been named as the Best Indian Website 2007 in the Shopping category by PC World. Future Bazaar won the top spot after beating other established players like Rediff, Indiatimes, Sify, ebay, Indiaplaza, Chennai Bazaar and India Mall. The award was presented to Future Bazaar for its "decent, no-nonsense approach, while providing a good shopping experience". 2.Food Brew Bar: The Brew Bar is a classy and refined; yet reasonable an egalitarian a bar with loads of bonhomie. Caf Bollywood: Indian street food but with assurance of highest levels of hygiene and quality. Chamosa: Chamosa is a branded chain, which sell the local Indian snack combination of tea and samosas.

 Food Bazaar: Life is all about good taste and food bazaar aims to ensure the same. With the low prices, a wide selection of products and guaranteed freshness, you are bound to find it irresistible. Sports Bar: A bistro focused on the world of sport, the Sports Bar is complimented with an unrivalled ambience. 3.Fashion: ALL: Shop big and shop for big, coz fashion just got a little larger! Fashion for plus size people. Big Bazaar: If value for money is what drives your purchase; there can be no better place for you other than Big Bazaar. Blue sky: Accessories like never before....get the best in sunglasses and watches at your kind of prices. Central: A showcase, seamless mall for all your needs. Located in the heart of your city, Central invites you to Shop, Eat, and Celebrate. Fashion station: Fashion Station takes fashion a notch higher in the value segment... for the ones who have an eye for it. Giny & Jony: Gini and Jony is a lifestyle brand with a radical approach to kids fashion. The brand caters to an age group of 2 to 16

years, that is uber chic, style conscious and stresses on a head to toe fashion concept. Navaras: Navaras is a fine 22 carat pure gold and diamond jewellery brand, retailed from Big Bazaar stores. Lee Cooper: Regarded as a brand that is fun to wear and be associated with, Lee Cooper offers the entire range of lifestyle products in fashions category for young men and ladies. Pantaloons: Today a leader in fashion... Promises Fresh Fashion for the young and trendy. Top 10: Top 10 is based on the concept of the ever popular countdown shows, where the trendiest styles get ranked from 1 to 10; the highest selling item gets the highest ranking!

BOARD OF DIRECTORS MANAGING DIRECTOR: Mr. Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group.

WHOLE TIME DIRECTOR: o Mr. Gopikishan Biyani. o Mr. Rakesh Biyani.

 NON- WHOLE TIME DIRECTOR: o Mr. Ved Prakash Arya. INDEPENDENT DIRECTORS: o Mr. Shailesh Haribhakti. o Mr. S Doreswamy. o Dr. D O Koshy. o Ms. Anju Poddar. o Ms. Bala Deshpande. o Mr. Anil Harish. TERMS OF REFERENCE The time period given for the tie-ups for the Green Card Customer Loyalty Program, Denim Exchange and EOSS i.e. End of Season Sale was a short span of time i.e. Just 20 Days. The marketing activity was restricted to Pune region only.

 There was no monetary stipulation for the Project only traveling allowances were given. We were asked to present the findings on the Excel sheet or on the word.

RESEARCH METHODOLOGY Research is an organized and systematic way of finding answers to questions

SYSTEMATIC because there is a definite set of procedures and steps which you will follow. There are certain things in the research process which are always done in order to get the most accurate results. ORGANIZED in that there is a structure or method in going about doing research. It is a planned procedure, not a spontaneous one. It is focused and limited to a specific scope. FINDING ANSWERS is the end of all research. Whether it is the answer to a hypothesis or even a simple question, research is successful when we find answers. Sometimes the answer is no, but it is still an answer. QUESTIONS are central to research. If there is no question, then the answer is of no use. Research is focused on relevant, useful, and important questions. Without a question, research has no focus, drive, or purpose.

DATA COLLECTION METHOD The methodology adopted for data collection for the marketing activities i.e. the tie-ups with Restaurants Pubs

 Saloons Laundries Societies etc was Primary Method because all this was done by meeting personally talking directly face to face or it can also be called as Personal Interview method. SAMPLING Sampling method used was Stratified Sampling. STRATIFIED SAMPLING In stratified sampling the entire population is divided into number of strata like income, sex education etc .A random sample is then drawn from each strata such that size of sample drawn from each strata is proportional to size of strata. Time required for this sampling method is low. Lower sample size is required for this sampling and the cost involved is average. Sampling Method used was stratified method because the entire Pune city was divided into different stratas and then we had to take the sample of only A+ Restaurants, saloons, Pubs, laundries and societies etc.

SAMPLE SIZE Sample size was 75 including all restaurants, laundries, saloons, societies, pubs etc. SAMPLING PERIOD Sampling Period given was just 20 days for all Green Card Customer Loyalty Program also for the EOSS.

QUESTIONNAIRE

PANTALOONS CONSUMER STUDY - PART OF GP (SHREY & AMRIT)

WHAT IS YOUR NAME

WHAT IS YOUR GENDER MALE FEMALE WHAT IS YOUR AGE 0 to 20 20 to 30 30 to 40 40 plus WHAT IS YOUR MONTHLY INCOME RANGE less than 25,000 25,000 - 50,000 50,000 - 75,000 75000 plus HOW OFTEN DO YOU SHOP AT PANTALOONS ALMOST MONTHLY QUATERLY ALMOST EVERY 6 MONTHS YEARLY

WHAT IS YOUR AVERAGE SPENDING AT THE STORE less than 500 500 to 1000 1000 to 1500 1500 to 2000 2000 plus WHICH OF THE FOLLOWING SERVICES WOULD YOU LIKE TO BE INCORPORATED IN OUR STORE STYLING COSULTANCY KIDS PLAYING AREA HOME DELIVERY AFTER ALTERATION ARE YOU READY TO DISBURSE EXTRA AMOUNT FOR STYLING CONSULTANCY YES NO IF SO, HOW MUCH less than 50 50 to 100 100 to 150 150 plus ARE YOU READY TO DISBURSE EXTRA AMOUNT IF WE PROVIDE YOU WITH THE KIDS PLAYING AREA YES NO IF SO, HOW MUCH less than 50 50 to 100 100 to 150 150 plus ARE YOU READY TO DISBURSE EXTRA AMOUNT FOR HOME DELIVERY AFTER

ALTERATION YES NO IF SO, HOW MUCH less than 50 50 to 100 100 to 150 150 plus WHICH OF THE FOLLOWING STORES DO YOU FIND MOST ACCESSIBLE PANTALOONS SHOPPERS STOP WESTSIDE ANY OTHER