TITLE OF THE REPORT:- ADVERTISEMENT MANAGEMENT

SUBMITTED TO:-

PROFESSOR BD GUPTA

STUDENT NAMES:-

SOURAV JAISWAL
SURANJANA PAUL
SHYANAN ROY
SHASANK SHEKHAR MAHATO
RUDRANIL PAUL

BATCH:-

PGP-SS-SA1/11-13

ACKNOWLEDGEMENT
We take this opportunity with great pleasure to present before you this project on
ADVERTISEMENT MANAGEMENT which is a result of cooperation, hard
work and good wishes of many people. We would like to thank our professor, Mr.
B.D. Gupta for his kind appreciation, friendly guidance and constant
encouragement, involvement in our project work and for his valued guidance
throughout our study. He had been very kind and patient while suggesting us the
outlines of this project and correcting our doubts. We thank him for his overall
supports.
We must also put on record our gratitude to our college, Indian Institute of
Planning and Management for all that we have learnt as a student. No word can
adequately express the debt of gratitude to all the team members and our family
members for their continuous support while the work was in progress.
Lastly needless to say we are also thankful to all those seen and unseen hands and
minds, which have been of direct or indirect help in the completion of our project.
Thanking You.

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TOPIC
Executive Summary
Introduction

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CONTENT

EXECUTIVE SUMMARY
Retailing in India is one of the pillars of its economy and accounts for 14 to 15
percent of its GDP. The Indian retail market is estimated to be US$ 450 billion and
one of the top five retail markets in the world by economic value. India is one of
the fastest growing retail markets in the world, with 1.2 billion people. As of 2013,
India's retailing industry was essentially owner manned small shops. In 2010,
larger format convenience stores and supermarkets accounted for about 4 percent
of the industry, and these were present only in large urban centers. India's retail
and logistics industry employs about 40 million Indians (3.3% of Indian
population).Until 2011, Indian central government denied foreign direct
investment (FDI) in multi-brand retail, forbidding foreign groups from any
ownership in supermarkets, convenience stores or any retail outlets. Even singlebrand retail was limited to 51% ownership and a bureaucratic process.
In November 2011, India's central government announced retail reforms for both
multi-brand stores and single-brand stores. These market reforms paved the way
for retail innovation and competition with multi-brand retailers such as WalMart, Carrefour and Tesco, as well single brand majors such as IKEA, Nike,
and Apple. The announcement sparked intense activism, both in opposition and in
support of the reforms. In December 2011, under pressure from the opposition,
Indian government placed the retail reforms on hold till it reaches a consensus.
In January 2012, India approved reforms for single-brand stores welcoming anyone
in the world to innovate in Indian retail market with 100% ownership, but imposed
the requirement that the single brand retailer source 30 percent of its goods from
India. Indian government continues the hold on retail reforms for multi-brand
stores.
The organized retail sector is expected to grow to US $ 100 billion by 2013
International retailers India's vast middle class with its expanding purchasing
power and its almost untapped Retail industry is key attractions for global retail
giants wanting to enter newer markets. The Australian government's National Food
Industry Strategy and Astride initiated a test marketing food retail in India wherein
12 major Australian food producers have tied up with India-based distributor AB
Mauri to sell their products directly at retail outlets. US-based home delivery and
logistics company, Specialized Transportation Inkwell enter the Indian market
4

through a strategic alliance with Patel Retail, a subsidiary of Patel Integrated

Logistics. Wal-Mart has announced its plans for India in partnership with Bharti,
US coffee chain Starbucks is well on its way to set up its first store in India this
Year.US based Tommy Hilfiger has tied up with Creative Portico, a Mumbai based
Home Textiles Company, to sell its home textiles and furnishings in India. Alfred
Dunhill, a UK-based luxury mens brand, has tied up with Brand house. Retail Ltd.
for its India venture and will be opening four stores. The worlds largest furniture
retailer, Idea, has established an office in Gorgon for market research and is
holding talks.

Market Size
Indias retail market is majorly dominated by the unorganized sector.
Organized segment accounts for 8 per cent of the total retail landscape,
according to a study by Booz & Co and RAI.
The Indian retail industry has expanded by 10.6 per cent between 2010 and
2012 and is expected to increase to US$ 750-850 billion by 2015, according
to another report by Deloitte. Food and Grocery is the largest category
within the retail sector with 60 per cent share followed by Apparel and
Mobile segment.
The foreign direct investment (FDI) inflows in single-brand retail trading
during April 2000 to December 2012 stood at US$ 95.36 million, as per the
data released by Department of Industrial Policy and Promotion (DIPP).

INTRODUCTION

Pantaloon Retail (India) Limited, is a large Indian retailer, part of the Future
Group, and operates in multiple retail formats in both, value and lifestyle, segments
of the Indian consumer market. Headquartered in Mumbai, the company has over
1,000 stores across 71 cities in India and employs over 35,000 people, and as of
2010, it was the country's largest listed retailer by market capitalization and
revenue.

The company separated its discount store business, which includes the Big
Bazaar hypermarket and the Food Bazaar supermarket businesses, into Future
Value Retail Ltd., its wholly owned subsidiary, so that the company may be listed
independently.
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. Led by its flagship enterprise, Pantaloon Retail, the group operates over
16 million square feet of retail space in 73 cities and towns and 65 rural locations
across India.
Starting its 1st outlet in 1997, Pantaloons in Kolkata, it currently has over 4 mm sq.
ft. of area under business.
Aditya Birla Nuvo Ltd (ABNL), part of Kumar Mangalam Birla-led group, through
a subsidiary has acquired a majority of Pantaloon format business from Kishore
Biyani-led Future group. Pantaloon Retail India Limited is now Future Retail
Limited.
Pantaloon Retail (India) Limited is today recognized as one of the pioneers in the
business of organized retailing in the country with a turnover of over
Rs.2,884.43millions for fiscal 2006, as opposed to a turnover of Rs.1,463.12
million for fiscal 2005and Rs.881.04 million for fiscal 2004. During the same
period Pantaloon profit after tax was Rs.124.75 million, Rs.30.20 million and
Rs.3.82 million, respectively.
The 46 stores are spread over about 1,113,000 square feet and are located in 17
states across India. In efforts to strengthen Pantaloon supply chain,
Group/Company has set up seven regional distribution centers and an apparel
manufacturing plant.
In the Value segment, Group/Company cater to the masses through Pantaloon Big
Bazaar, Food Bazaar outlets and Gold Bazaar Stores with over 6.5 lakh sq. ft.
retail space across Kolkata, Mumbai, Thane, Pune, Hyderabad, Bangalore, Nagpur,
Ahmadabad, Kanpur, Chennai and Gurgaon (Delhi).. Group/Company endeavor to
facilitate one-stop-shop convenience for Pantaloon customers and to cater to the

needs of the Group/Company believes this concept as helped us grow to Pantaloon

current size within a short timeframe of four years.

FOOD BAZAAR

The food and grocery retail format of the company is capturing the middle income
value focused customer. FMCG along with dry and wet staples from the main
product categories of this format. The format has been will accepted by the Indian
women as it has been able to offer scheme and discounts on various products
because of its economies of scale in operations. The company has been able to
offer all the daily needs related to the food and grocery less than one roof.
Pantaloon retail plans to expand this format (to smaller towns and cities) more
rapidly going forward to achieve further economies of scale. The success of this
format has prompted the company to take this format to smaller towns and cities.
8

Though being a low margins business but higher turnover nature makes it
profitable proposition for Pantaloon. In order to maintain its competitive advantage
in this format, the company needs to invest to improve the back end. Central the
departmental format of the company, aims to cater the upper middle income
consumers. Its been positioned as one stop destination for shopping and
entertainment. Central has the same growth rate of 40%.In the Central Model the
company sub leases its spaces to concessionaries, restaurant and food court
managers which assure a fixed rental and a certain percentage of sales, with no
inventory carrying on its books, this constitutes 70% of central sales. Currently the
company has 3 Central Stores (2006 end).Central model is highly scalable and
would be successful in other cities where the company. The companys leading
format 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.

Competition
Although there are a few stores operating in this segment such as Giant in
Hyderabad, it is mostly international chains such as Wal-Mart and Carrefour that
are the better known names as discount stores worldwide. Meanwhile, the general
retailers in Mumbai are not too pleased about the concept of discount
stores.Group/Company cant figure out from where such stores get their margins.
It must have a feasible revenue model to sustain the venture. The company is
facing limited competition from the organized retailers but strong competition
exists from the downtown centers unorganized.

Pantaloon Competitive Strengths

It is believed that the following are Pantaloon principal competitive strengths
which have Contributed to Pantaloon current position in the retail sector in India:
Strong understanding of the value retail segment: Pantaloon business plan
involves implementation of the concept of the value retailing, targeting the
middle and lower middle income groups, which constitute majority of the
population in India. Group/Company intends to provide quality products at
competitive prices. Group/Company sells a vast range of merchandise across
apparels and accessories, FMCG products, food products and consumer durables
with over 63,000 SKUs. Pantaloon emphasis has been to maximize the value that
the customers derive in spending on goods bought in Pantaloon stores.
Group/Company endeavor to continuously reduce Pantaloon costs through variety
of measures, such as, in-house production of apparels, procurement of goods
9

directly from the small and medium size vendors and manufacturers, efficient
logistics and distribution systems along with customized product mix at Pantaloon
stores depending on the regional customer behavior and preferences. Central to
Pantaloon value retail strategy is to pass on the benefits of cot reduction measures
to Pantaloon customers. Strong and efficient supply chain management: Pantaloon
supply chain management involves planning, merchandizing sourcing,
standardization, vendor management, production, logistics, quality control,
pilferage control replacement and replenishment. Pantaloon supply chain
management provides us flexibility to adapt to changing patterns in consumer
behavior and Pantaloon ability. Manufactured by us such as Zapping, Paranoia,
Chlorine, Kitten Studio, Famenne, Flourier Women and Roseau. In fiscal 2006,
Pantaloon income from Pantaloon private labels was Rs.483.50 million, which
accounts for 16.76% of Pantaloon total sales for fiscal 2006. Group/Company
believes that Pantaloon focus on Pantaloon private labels and their recognition in
Pantaloon customer segment enables us to differentiate ourselves from Pantaloon
competitors.
Group/Company
effectively
uses
information
technology
systems:
Group/Company believe that efficient information technology systems, processes
and business applications are essential to handle retail chain of Pantaloon
magnitude. Pantaloon office processes are computerized which support
procurement, supply chain logistics, distribution centers management and store
operations including inventory management and billing. Group/Company is in the
process of implementing SAP. All Pantaloon stores and distribution centers are
connected through a company-wide. Group/Company has a highly experienced and
competent management
Team: Group/Company has an experienced management team which is committed
workforce. Pantaloon management team comprises of talented professionals who
are highly experience in the retail sector.
Future group projected itself in the ad campaign as Sone ki chirya.

10

BIG BAZAAR

In 2001, PRIL opened its first 'Big Bazaar,' a 30,000 square feet store in Kolkata
(See Exhibit II for a Picture of a Big Bazaar Store). The major USP of the 'Big
Bazaar,' store was low pricing. These stores offered the best price proposition to
customers. The Marketing Activities for Big Bazaar are very different .Since it is a
Hyper-Market and the Target Market are the masses the company markets a lot
through the print media. The coverage of this is even better. In Big Bazaar
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marketing is purely done on offers and there are Maha Sales once a year and the
sales rise 3 times in those 3 days.
Big Bazaar is the largest hypermarket chain in India. As of June 2, 2012 there are
214 stores across 90 cities and towns in India covering around 16 million sq.ft. of
retail space. Big Bazaar is designed as an agglomeration of bazaars or Indian
markets with clusters offering a wide range of merchandise including fashion and
apparels, food products, general merchandise, furniture, electronics, books, fast
food and leisure and entertainment sections.
Big Bazaar stores are aimed at providing a local marketplace feel to the shoppers.
They offer a wide variety of household items including retail apparels, food
products, general merchandise, furniture, electronics, books, fast food, etc. Several
stores also have leisure and entertainment sections. The hypermarket chain crossed
the 100 store mark in 2008.
Started by Kishore Biyani, Big Bazaar was launched mainly as a fashion format
selling apparel, cosmetics, accessories and general merchandise. Over the years,
the retail chain has included in its portfolio a wide range of products and services,
ranging from grocery to electronics.
The current retail formats of the Future Group include Big Bazaar, Food Bazaar,
Electronic Bazaar and Furniture Bazaar. According to Kishore Biyani, the
inspiration behind this entire retail format was from Saravana Stores, a local store
in T. Nagar, Chennai. Big Bazaar is popularly known as the Indian Walmart
today.
The following year, 2008, witnessed by far the fastest growth in terms of retail
expansion for Big Bazaar, with the launch of the 101st store. Joining the league of
Indias Superbrands and voted among the top ten service brands in the country by
the Pitch-IMRB international survey, Big Bazaar became much more than a
household name. The year also saw the launch of the Monthly Bachat Bazaar
(Monthly Budget Market) campaign, which provided significantly low prices and
gave discounts on bulk purchases in the first week of the month.
Over the next two years, Big Bazaar carved its own niche in modern retail and
became the largest brand in the hypermarket format. Capturing one-third of the
food and grocery market in modern retail, celebrity endorsements and tie-ups with
other brands allowed it to enhance its retail footprint. In 2009, Big Bazaar won the
CNBC Awaaz Consumer Awards for the third consecutive year. It was adjudged the
Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi Brand
Retail Outlet and Most Preferred Multi Brand One Stop Shop.
On successful completion of 10 years in the Indian retail industry, in 2011, Big
Bazaar came up a new logo with a new tag line: Naye India Ka Bazaar(New
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Indias Market), replacing the earlier one: 'Isse Sasta Aur Accha Kahin Nahin'
(Nothing is cheaper and better than here).

3-C Theory
According to Kishore Biyani's 3-C theory, Change and Confidence among the
entire population is leading to rise in Consumption, through better employment and
income which in turn is creating value to the agricultural products across the
country. Big Bazaar has divided India into three segments:
1. India one: Consuming class which includes upper middle and lower middle
class (14% of India's population).
2. India two: Serving class which includes people like drivers, household helps,
office peons, liftmen, washer men, etc. (55% of India's population) and
3. India three: Struggling class (remaining 31% of India's population).
While Big Bazaar is targeted at the population across India one and India two
segments, Aadhaar Wholesale is aimed at reaching the population in India three
segment. With this, Future Group emerged as a retail destination for consumers
across all classes in the Indian society.

Various formats and store concept

Most Big Bazaar outlets are multi-levelled stores and are located in stand-alone
buildings in city centres as well as within shopping malls. These stores have more
than 2,00,000 Stock Keeping Units (SKU) in a wide range of categories, led
primarily by fashion and food products. The retail space of these stores in the
metros range between 50,000 and 1,60,000 sq. ft.
Since its launch in 2001 in metro cities like Kolkata, Bengaluru and Hyderabad,
Big Bazaar is the largest Hypermarket chain with presence in 90 cities and towns
across the country

Schemes and innovations

The introduction of Sabse Sasta Din (Cheapest Day) in the year 2005 was a
turning point for the Big Bazaar franchise. As part of this effort, the Republic Day

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holiday was used to ensure that consumers visited Big Bazaar outlets across the
country in large numbers to get required household items at cheaper rates

Taking cue from this highly successful concept, another initiative was introduced,
named the Purana do aur naya lo (give old and get new) scheme. In this scheme,
consumers were asked to bring and sell old clothes, utensils and other household
items in exchange of discount coupons. The concept proved to be a success yet
again as people from across the country responded spontaneously, in spite of the
different preconditions associated with it.
The franchise further inaugurated the concept of Hafte ka sabse sasta din
(Cheapest Day of the Week), wherein Wednesday was designated to be the day
when special discounts were offered to consumers during a week.

Advertising campaigns and marketing initiatives

In view of the increasing competition in the retail market, Big Bazaar has
introduced certain steps to keep itself updated and continue promoting the band.

New Logo
On the occasion of successful completion of 10 years in the Indian retail industry
(in 2011) Big Bazaar came up with a new logo for the company with a new tag line
that says: Naye India Ka Bazaar (Market for New India). This replaces the earlier
tag line: Isse Sasta Aur Kahin Nahin (Nothing is Cheaper than Here).

Advertising initiatives
Big Bazaar has recently launched a 360-degree promotion drive covering the three
prime media, television, print and social media, to mark the launch of the new
logo. The entire media campaign was developed by Mudra Communications. Big
Bazaar celebrating April Utsav on 2013. They Offering Rs. 50 off on Rs. 500 or
Rs. 100 off on Rs. 500 or Rs. 200 off on Rs. 500 coupon through missed call.

Range of products

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Big bazaar offer a wide range of products which range from apparels, food, farm
products, furniture, child care, toys etc. products of all major brands are available
here. Big Bazaar sold over 300000 pairs of jeans, 50000DVD players, 25000
micro ovens. In all the fashion, electronics, and travel segments made up about
70% of sales.

Product range
Fashion Food Home & Kitchen Chill Stations Electronics Bazaar Footwear &
Jewellery Furniture bazaar Other services.

PRICE
Pricing objective: Maximum market share
Value Pricing (EDLP- Everyday Low Price)
Promotional Pricing
-Low Interest Financing
-Psychological Discounting
-Special Event Pricing (GUDI PADVA)
Differentiated Pricing
-Time Pricing
Bunding

BUNDING

PSYCHOLOGICAL
PRICING

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LOW-INTEREST FINANCING

TIME PRICING

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18

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Point-of-Purchase Promotions

BA eb l o vw e t h e l i n e P r o m o t i o n
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SHOPPERS STOP
Shoppers Stop is an Indian department store chain promoted by the K Raheja
Corp Group (Chandru L Raheja Group), started in the year 1991 with its first store
in Andheri, Mumbai Shoppers Stop Ltd has been awarded "the Hall of Fame" and
won "the Emerging Market Retailer of the Year Award", by World Retail
Congress at Barcelona, on April 10, 2008.Shoppers Stop is listed on the BSE. In
2011, Shoppers Stop has 53 stores in India.

Store
Shoppers Stop is one of the leading retail stores in India. Shoppers Stop began by
operating a chain of department stores under the name Shoppers Stop in India.
Shoppers Stop has 56 stores across the country (with the latest one being the outlet
at Kumar Pacific Mall, Pune) including three airport stores.

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Shoppers Stop retails a range of branded apparel and private label under the
following categories of apparel, footwear, fashion jewellery, leather products,
accessories and home products. These are complemented by cafe, food,
entertainment, personal care and various beauty related services.
Shoppers Stop launched its e-store with delivery across major cities in India in
2008. The website retails all the products available at Shoppers Stop stores,
including apparel, cosmetics and accessories.Shoppers Stop opened stores in
Amritsar, Bhopal and Aurangabad.

Products
Shoppers Stop retails products of domestic and international brands such as Louis
Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle,
Magppie, Nike, Reebok, LEGO, and Mattel. Shoppers Stop retails merchandise
under its own labels, such as STOP, Kashish, LIFE and Vettorio Fratini, Elliza
Donatein, Acropolis etc. The company also licensees for Austin Reed (London), an
international brand, whos men's and women's outerwear are retailed in India
exclusively through the chain. In October 2009, Shoppers Stop has bought the
license for merchandising Zoozoo the brand mascot for Vodafone India.

Marketing
In April 2008, Shoppers Stop changed its logo and adopted the mantra "Start
Something New" and introduced international brands like CK Jeans, Tommy
Hilfiger, FCUK, Mustang, Dior across the stores. The focus of the reposition was
on the service, ambience up gradation and customer connect. Shoppers Stop
connects with the youth audience through adopting the communication routes
relevant to youth, up the fashion quotient through merchandising, and create
ambience that connects with the mindset. The brand campaign addresses
environment-related issues in a youthful, tongue-in-cheek manner. Shoppers Stop
as a brand active on social media marketing platforms with Facebook and Twitter
to connect with this audience.

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Loyalty program and Co-branded Credit Card

Shoppers Stops has a loyalty program called First Citizen. They also offer a cobranded credit card with Citibank called the First Citizen Citibank Titanium Credit
Card for their members.

Latest marketing strategies followed by brands like shoppers stop

and Vodafone
New Marketing Strategies and Innovations for Shoppers Stop
1. Providing merchandising for films like OSO and the recently released Love Aaj
Kal.
2. Fist Citizen Loyalty membership wherein one becomes member on payment of
Rs 200 and customer can avail facilities like free parking, additional discount
points, choose their safe date etc.
3. Innovations like community trial rooms used for bridal parties where the entire
family can get some privacy while the bride tries out different outfits.
4. Trial rooms having day and night lighting options enabling one to have idea of
the outfits all stores having personal shopping assistants who can walk the
customer through the store and advise the customer on items like apparel, jewellry,
apparel and watches.
5. Use of innovative methods to improve brand visibility at stores like getting live
mannequins to showcase the merchandise also the use of 3D outdoor visuals
6. Introduction of events focusing on one category of merchandise at a time like
Watch Out for Watches.
7. Change in Logo from the original oval shape to the new rectangular shape.

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8. Introduction of the new Shoppers Stop mnemonic SS.

23

OBJECTIVE OF THE RESEARCH

The main objective behind Research is to find out the effectiveness of
advertisement on the value composition and popularity of the store. The main idea
is to know how these advertisements are used to bring out the competitive
advantage upon each other.

COMPARISON BETWEEN ADVERTISEMENT

PATTERN OF SHOPPER STOP, PANTALOONS& BIG
BAZAAR
Mall Faade

24

Store Window

Sensomatic Branding

25

Pillar Branding

Lift Door Branding

26

PANTALOONS

27

28

BIG BAZAAR

29

30

31

By going through the above advertisement and making a comparison between

Shopper stop, Pantaloons & Big Bazaar one can find a difference. The differences
which had come out after going through every prospect of these are as follows:Shopper stop is a store which reciprocates Class. People entering stores are classy
in their taste and they want something different from people in the crowd. Brands
displayed on the shelf signify style in their own way. Pictures, manqu attract
people to come and grab the merchandise. Advertisements are done all around the
building from entrance, hoardings, lift doors, stairs, washroom and even changing
rooms. A loyalty card for its customer is offered i.e. FIRST CITIZEN card. So
when a customer purchases something 1 point for every Rs 100 invested is been
added in there card which can be redeemed anytime in a year.
Whereas Pantaloon has a casual atmosphere. Its fun to shop around here. The store
is themed with a light green colour which gives an impression of a trendy lively
atmosphere where anyone can come and just go shopping. One can shop and also
can have food in between shopping. A plus point to this store is that a Food Bazaar
is attached to every pantaloon store so not only clothes but various kinds of items
required for day to day meal can be purchased. A loyalty card is been offered to
customer which provides a direct discount of 3%, 5%, & 7% depending on the
frequency of purchase as well as amount of purchase. The entrance of the shop has
a neat and clean appearance which directly let passerby know for which group of
people the store is focused. The store goes on sale twice a year.
Big Bazaar on the other hand depicts Isse Sasta Aur Acha Kahi Nahi. The store
on the other hand is focused mainly on middle class and lower middle class i.e.
working class we can say. The store is pretty congested and it can be noticed when
anyone enters. These stores are located near to market places or Railway station or
Bus stops. By going through the advertisements and promotions the whole idea
behind the formulation of this store can be known. Here the prices are low. Combo
products are always on offer. People usually visit Big Bazaar for small household
needs and daily needs.

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Mission, Vision And Objective of Future Group

Rewrite Rules. Retain Values
Group Vision
Future Group shall deliver Everything, Everywhere, Everytime for Every Indian
Consumer in the most profitable manner.
Rewrite Rules. Retain Values.

Group Mission
We share the vision and belief that our customers and stakeholders shall be served
only by creating and executing future scenarios in the consumption space leading
to economic development. We will be the trendsetters in evolving delivery formats,
creating retail realty, making consumption affordable for all customer segments
for classes and for masses. We shall infuse Indian brands with confidence and
renewed ambition. We shall be efficient, cost- conscious and committed to quality
in whatever we do. We shall ensure that our positive attitude, sincerity, humility
and united determination shall be the driving force to make us successful.

Core Values
Indianness: confidence in ourselves. Leadership: to be a leader, both in thought and
business.
Respect & Humility: to respect every individual and be humble in our conduct.
Introspection: leading to purposeful thinking. Openness: to be open and receptive
to new ideas, knowledge and information. Valuing and Nurturing Relationships: to
build long term relationships. Simplicity & Positivity: Simplicity and positivity in
our thought, business and action. Adaptability: to be flexible and adaptable, to meet
challenges. Flow: to respect and understand the universal laws of nature

33

SHOPPER STOP
MISSION

We will not take what is not ours.

The obligation to dissent (against a viewpoint that is not acceptable).
We will have an environment conducive to openness.
We will believe in innovation.
We will have an environment conducive to development.
We will have the willingness to apologise and forgive.
We will respect our customers' rights.
We will create an environment of trust.
We shall be fair.
We will be socially responsible.

VISION
To be a global retailer in India and maintain its No.1 position in the Indian
market in the Department Store category
The main objective behind this report is to bring about the affect of advertisement

SAMPLING DESIGN
Sampling is an essential part of the business research process. Sampling is the
technique of selecting a representative part of a population for the purpose of
determining the characteristics of the whole population. During the research,
Simple Random Sampling is used to collect data from the shoppers because the
target population is small, homogeneous, and the sampling frame.

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DATA ANALYSIS
1. Do you like to purchase in pantaloon.

2. What was your buying experience?

3. Advertisement of pantaloon are ?

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4.

How many times you go to pantaloon.

5. Compare to other competitor.

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6. Will you purchase again.

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7. What is the quality of product?

RESEARCH
FINDINGS
1. People were found to be very dissatisfied with the ambience of Big Bazaar as
Store looks more jam packed in rush hours.
2. Majority of respondents were found complaining about the variety of products,
Different sizes not available, footwear, and child section need improvement at
Big Bazaar.
3. Ladies complaint about jeweler variety is not there, Traditional wear should have
more variety and Footwear in shopper stop as compared to Pantloons.
4. Location was one of the main reason which attracted people towards Pantaloon
As it was situated in main market point and it took less time for majority of
respondents to reach Pantaloon.
5. As Big Bazaar deals in discount retailing, it was believed that Big Bazaar
discount and low prices were one of the main attractions for people but people feel
that the Discount is not enough and it should be more.
6. Some respondents complaint that there should be sitting space for ladies child

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and old age people and it was worked out during the project itself in every store
wheather it was Pantaloons, Big Bazaar or Shopper Stop.
7. Some respondents demanded book corner should be there. And there should be
staff and billing counter during sales to handle the huge no. of customers.
8. The sales promotion of Pantaloon is much better than that of Big Bazaar and
Shopper Stop.
9. High paid stars are used in advertisement of Pantaloons where as small stars
promotes Big Bazaar as well as Shopper stop.
10.USP of Pantaloon is much higher than that of other two.
11. Flat discounts given by Pantaloon to their customers on arrival makes the main
difference among its competitors.

RECOMMENDATIONS
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:
1. 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.
2. 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 of
jeans and shirts in different sizes.
3. Sitting area should be there for children and old people, so that they can seat
while other family members doing shopping.
4. 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.
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5. If possible more attractive discount and offers should be given in order to attract
more customers.
6. Staff should be trained properly to assist people and to make them understand
the benefits of green card membership.
7. More imported brands should be included in the product line up to increase the
number of footfall and purchase.
8. Advertisement should be made livelier in order to connect with the target
customer.

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CONCLUSION
This research report aims to study consumer attitude towards Pantaloon, Big Bazaar
and Shopper Stop highlights its strengths and weaknesses in order to bring out who
can fight the competition in a better way. Though Pantaloon captures a different
market and is giving competition to big players like Vishal mega mart and big
bazaar. Retail in India is a booming sector nowadays and Pantaloon should try to
benefit more from it. Recommendations given should be considered by Pantaloon in
order to emerge as a winner in long run.

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BIBLIOGRAPHY
1. Principles of marketing By PHILIP KOTLER.
2. http://pantaloon.futurebazaar.com/indexPantaloon.jsp.
3. http://en.wikipedia.org/wiki/Pantaloon_Retail_India.
4. http://business.mapsofindia.com/india-retail-industry/
5. http://wikipedia.org/wiki/Retailing_in_India.
6. http://corporate.shoppersstop.com/corporate/vision.aspx
7. http://en.wikipedia.org/wiki/Big_Bazaar

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