TABLE OF CONTENT

INTRODUCTION OF PANTALOONS 3
ORIGIN OF PANTALOONS 5
VISION & MISSION 8
BOARD & MANAGEMENT TEAM 9
FUTURE GROUP 10
POST PURCHASE BEHAVIOR 12
BUSINESS PROFILE 13
FUNCTIONAL AREAS 14
STORE STRUCTURE 15
PRODUCTS OVERVIEW 16
SERVICES OVERVIEW 17
MARKETING MIX 18
STP ANALYSIS 21
SWOT ANALYSIS 22
STRATEGIES 23
BUSINESS PROCESSES 26
PANTALOONS CULTURE 30
LEADERSHIP 31
CORE VALUES 32
BOOMING OF APPAREL RETAIL INDUSTRY 33
MARKETING STRATEGY OF PANATALOON 34
PRODUCT 41
LOYALTY PROGRAM BASICS 55
BENIFITS OF LOYALTY PROGRAM 57
AWARDS 58
COMPETITORS OF PANTALOONS 59

1
 MAX RETAIL 62
LITERATURE REVIEW 66
OBJECTIVES 70
RESEARCH METHODOLOGY 71
.RESEARCH METHODOLOGY 72
RESEARCH DESIGN 73
DESCRIPTIVE RESEARCH DESIGN 74
SECONDARY DATA 77
DATA ANALYSIS INTERPRETATION 78
FINDINGS 91
LIMITATIONS 92
RECOMMENDATION 93
CONCLUSION 94
BIBLIOGRAPHY 95
APPENDIX 96

2
 INTRODUCTION OF PANTALOONS

lifestyle. Segments of the Indian consumer Market. Headquartered in Mumbai, the

Pantaloons Retail India

Pantaloons Retail Limited, is a large Indian retailer, part of the Aditya Birla Group,

and operates in multiple retail formats In both, value and lifestyle, segments of the

Indian consumer market. Headquarters: Mumbai, India Founded: India Pantaloons

Retail (India) Limited, was a large Indian retailer, part of the Future Group, and

operates in Multiple retail formats in both, value and company had 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.

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

alarge-format home solutions store.

3
 Aditya Birla Group ( PARENT GROUP OF PANTALOONS)

Aditya Birla Group

Type Private

Industry Conglomerate

Founded 1857

Founder(s) Sanjay Sena

Headquarters Mumbai, Maharashtra, India

Area served Worldwide

Key people Kumar Mangalam Birla(Chairman)

Products Metals, cements, textiles,chemicals, agribusiness,carbon

black, mining, wind power, , financial
services, information technology, retail,

Revenue US$ 40 billion (2017)

Employees 136,000 (2012)[3]

Subsidiaries List of subsidiaries

Website www.adityabirla.com

4
 ORIGIN OF PANTALOONS

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

veered towards becoming a fashion store with an emphasis on 'youth' and clear focus

on fresh fashion. Today, the fashion store extends to almost all the major cities

across the country. Pantaloons have established its presence with stores not just in the

metros, but also in smaller towns. Today there are around 46 Pantaloons store across

the country.

It is led by its flagship enterprise, Pantaloons Retail, the group operates over 12million

square feet of retail space in over 71 cities and towns and 65 rural locations across

India.Pantaloons are among India's largest chains of fashion stores. Pantaloons Fresh

Fashion, with its focus on 'fresh look, feel and attitude' offers, trendy and hip

collections that are in sync with the hopes and aspirations of discerning young and

'young-at-heart' consumers.

5
Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how

fashion is followed internationally. This 'fresh fashion' destination allows customers to

shop for the latest in fashion apparel and accessories throughout the year in an

attractive and visually stimulating ambience.

Spotlighting today's buoyant youth, Pantaloons, India's premium lifestyle apparel

company offers chic and trendy fashion to meet their ever- changing needs.

Pantaloons reflects the ideology of always keeping alive the 'newness factor' through

fashion apparel and accessories that are visually appealing and fashionably upbeat.The

first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in

1997. Over the years, the brand has undergone several transitions and re-invented

itself to bring forth compelling trends and styles catering to the evolving fashion hub.

Since its inception, Pantaloons progressed from retailing just a mix of brands to its

very own popular private labels as well, designed by the in-house Design Studio. With

a sharp focus on bringing the latest in fashion, the Design Studio combines its prowess

in design and aesthetics to present styles that keep the consumer fashionably dressed

each season.

Initially positioned as a store catering to the fashion needs of the entire Pantaloons has

transitioned to a fashion and lifestyle brand with an emphasis on youth and a focus on

designs that are inherently in sync with current fashion trends. This compelling

combination has helped Pantaloons retain its place on the style radar of every

consumer's wardrobe. Pantaloons stores have an abundance of choices across

categories that range from western to Indian wear, formal to party wear and active

6
wear for men, women and kids. To further add to the customer's innumerable choices

that reflect style, attitude, and comfort, Pantaloons has extended Its horizons to

fashion accessories like fragrances, footwear, handbags, watches, sunglasses and

much more. With a chain of 75 fashion stores across 38 cities and towns, Pantaloons

is constantly extending its foot-prints into the rest of modern India. A Pantaloons

which was previously controlled by the Future Group has established.

7
 VISION & MISSION

GROUP VISION

To be a premium global conglomerate, with a clear focus on each of the Businesses.

GROUP MISSION

To deliver superior value to our Customers, Shareholders, Employees and Society at

large.

8
 BOARD & MANAGEMENT TEAM

Dr. Rakesh Jain

Mr. Pranab Barua, Managing Director

Mr. Sushil Agarwal

Mr. P. Murari

Mr. Bharat Patel

MANAGEMENT TEAM

Mr. Shital Mehta, Chief Executive Officer, Pantaloons Fashion & Retail Ltd.

Mr. Chandrashekar Chavan, Chief People Officer, Apparel Business,

Mr. Manoj Kedia, Chief Financial Officer, Pantaloons Fashion & Retail Ltd.

9
 FUTURE GROUP

Future Group was established in 1981 and over the past decades has evolved from a

regional concern to a truly global entity.

Headquartered in Dubai with offices in London and New York and business hubs

worldwide, Future Group today is a holding company that oversees 30 privately held

companies across four core sectors spanning five continents. Under the Group's

leadership those companies now employ over 5000 people and had a collective

turnover of nearly USD$1 billion in 2009.Since its inception Future Group has

realized its vision through greenfield ventures and acquisitions as well as vertical and

horizontal integration. The Group's network of subsidiary businesses now embraces a

wide variety of sectors entrepreneurially serving multiple communities.

Future Group has three core segments; Operating Businesses, The Investment Group

and The Family Office. The corporate leadership team at Future Group has direct

responsibility for the supervision, governance and strategic support across all three.

The team's fundamental ethos is to lead through others. This philosophy has been

translated into a unique structure and process of cross-functional expertise. It has

evolved into the leveraging of a multitude of talent across the divisions to better

achieve collective goals and implement strategies.

We believe that our people are our greatest asset. We pride ourselves on attracting and

retaining world class leaders to help realize our Vision and continue to build upon our

success. Selecting those who share our vision and represent the best of breed in

management and workforce, has catapulted us into a highly dynamic enterprise with

10
both global reach and impact. Within Future Group we strive to secure not just the

leaders of today, but to invest in those who will lead us tomorrow.

Tanzania, Thailand

11
 POST PURCHASE BEHAVIOR

After purchasing the product and services the consumer will experience some

level of satisfaction or dissatisfaction with the product and services that will

influence subsequent behavior. If consumer is satisfied he may show the

probability of buying the product the next time, satisfied customer will say good

thing about the product, proving the statement that "satisfied customer is the best

advertisement. A dissatisfied customer may take some action against it. They

may try to reduce the dissonance by abandoning returning the product.

Understanding consumer needs and buying process is the foundation of any

company. By understanding how buyers go through problem recognition,

information search evaluation of alternatives, the purchase decision and post

purchase behavior marketers can pick up many clues as to how to meet buyers ne

12
 BUSINESS PROFILE

Type Public (BSE: 523574)

Industry Retail

Founded India

Headquarters Mumbai

Area served India

Key people Mr. Kumar Mangalam Birla

Products Discount Stores

Supercenters

Revenue 60.190 billion (US$1.0 billion)

Employees 35,000

Parent Aditya Birla

13
 FUNCTIONAL AREAS
1st Floor:

Women- Casual, Formal, Sports and Footwear.

Men- Casual, Formal, Occasion wear, Accessories, All the plus size zone, Planet

sport and Footwear.

2nd Floor:

Fragrances

Women Ethnic

Watch and Sunglasses

Cosmetics

Jewelry

Fashion Accessories

CSD

Baggage Counter

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 STORE STRUCTURE
STORE MANAGER

-
WARE HOUSE MANAGER (WAREHOUSE ASSISTANT)

-
CSD MANAGER (CSD ASSISTANT)

-
DEPARTMENT MANAGER (FASHION ASSISTANT)

-
VISUAL MERCHANDISER (MERCHANDISER ASSISTANT)

OPERATION MANAGER

HEAD CASHIER-(CASHIER)

ADMINISTRATION MANAGER

MARKETING MANAGER

15
 PRODUCTS OVERVIEW:

Pantaloons have wide variety of categories

like

Casual wear

Ethnic wear

Formal wear

Party wear

Sport wear

Fragrances

Jewelry

For men, women and kids.

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 SERVICES OVERVIEW
Welcome customers with Smile and Namaste.

Baggage counter.

Wheel chair for handicap people.

Permanent Fashion assistant.

Drinking Water facilities.

Sitting facilities.

Exchange without question.

Feedback system.

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 MARKETING MIX PROCESS AT PANTALOONS
The Marketing mix of Pantaloons discusses the 7Ps of Pantaloons or the service
marketing mix of Pantaloons. Pantaloons is a leading retail chain in India.
1. Product:
E-commerce: Pantaloons website Futurebazaar.com has revolutionized the e-
commerce business in India. It offers a wide range of products at affordable prices.
Food: In food business, the group offers a host of options.
Food Bazaar a chain of large supermarkets; Brew Bar a beer
bar; caf Bollywood a national chain of eateries; Chamosa a pan-Indian chain of
snack counters, and Sports Bar a bistro focused on the world of sports.
Fashion: The group offers a variety of options in fashion. Its brands include aLL, Blue
Sky, Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10.

Home & Electronics: Options include: Collection i a lifestyle furniture

store; Electronics Bazaar offers branded electronic goods and appliances; e-zone
trendiest electronics items; Furniture Bazaar entire range of Home Furniture; Home
Town one stop destination for all the home needs.

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General Merchandise : Options Include: Big Bazaar , Shoe Factory, Brand Factory,
Navaras, KBs FairPrice , Central, Blue Sky
Leisure & Entertainment: Options are: Bowling Co. state-of-the-art premium family
entertainment centre, offering multiple, novel and unique leisure and entertainment
options; F 123 offers a wide range of gaming options ranging from bowling and
pool to redemption and interactive video games to bumper cars.
Wellness & Beauty: Options are: Health Village a state-of-the art spa and yoga
centre; Star & Sitara: Beauty salon for men and women; Tulsi provides access to the
best allopathic, ayurvedic and homeopathic medicinal products; Turmeric offers
beauty products like colour cosmetics, fragrances, herbal and specialty skin items, hair
products and bath accessories.
Books & Music: Future Groups brand Depot offers Books, CDs, and stationery
items.
2. Price:
Pantaloons India has brought a whole new revolution when it comes
to pricing strategies, which is evident through the success of its Big Bazaar and Food
Bazaar outlets.
3. Place:
The company operates over 12 million square feet of retail space, has over 1000 stores
across 71 cities in India and 65 rural cities with taking over Aadhar(). It plans to take
up floor space of 30 million square feet by 2011.It has plans to open over 3000 new
stores by 2010. It is targeting the Tier-2 and 3 cities which has a huge unleashed
potential.
4. Promotion:
They use magazines, newspapers, television, radios , hoardings, internet etc for
promoting the brand . They have joint ventures and alliances with many companies to
promote the brand.
Seasonal Discounts , Sales Discounts during Festivals are offered to attract
consumers.
5. People:

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At the senior management level, the group hired high profile executives from reputed
organizations like Goldman Sachs , Coca-Cola India, PRIL also tied up with a few
management schools to create a management talent pool for the lower levels.
Best Employers in India (Rank 14th) in the Hewitt Best Employers 2007 survey.
The company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers.
6. Processes:
Pantaloons Retail has implemented SAP with an investment of $10 Million in keeping
pace with the technology and it is currently in the process of setting up a SAP
consultancy software. SAP will be helpful in building robust transaction management
system and
7. Physical Evidence:
It has a huge list of awards, recognition in its kitty like Most Admired Fashion Group
Of The Year, Most Admired Food & Grocery Retailer Of The Year , Most Admired
Food Court , Most Admired Retailer of the Year, ,Most Admired Food & Grocery
Retailer of the Year Supermarket
It is the pioneer in the retail industry and it believes in developing strong insights on
Indian consumers and building businesses based on Indian ideas, as espoused in the
groups core value of Indianness. The groups corporate credo is, Rewrite rules,
Retain values.

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 STP OF PANTALOONS

When Henry Ford famously told his management team in 1909 that, Any customer
can have a car painted any color that he wants so long as it is black, about the
Model-T, little did he know that he was tinkering with human psychology that would
lead to failure, instead of capitalizing on the initial success. Mr. Ford could afford the
only black color till competition grew and eventually he had to discontinue the car
after 1927. STP has since then become the cornerstone of many companies looking to
launch a new product or re-define their product lines.

As the human tastes grew into more niche categories and people started looking for
that specific product that is exactly the best one for them, the marketers dug deeper
to understand the human psychology and the whole process of buying behavior. This
lead to the theory of segmentation, wherein the whole market is divided into
segments to determine which kinds of customers actually exist. The
segment/segments selected meticulously and then targeted by using various
marketing tools appropriate for that category. The final stage, positioning, refers to
the implementation plan adopted by the company to differentiate its product in the
selected segment and use marketing effectively to promote it.

By this article I want to bring to focus how some companies have stupendously tapped
on this marketing concept and some havent used it extensively which has lead to
downfall. What follows is an insight on how to use it effectively.

21
 SWOT ANALYSIS

This analysis helps in pointing out the objective and flow of business

under internal and external factors.

Strength: Weakness:

Best services. Time consuming process

It is countrys largest retailer by No negotiation

market capitalization and revenue.

High in price

It is Indias largest retailer having

1000 stores across 70 cities in India.

Opportunity: Threats:

Booming Indian retail market and Unorganized retailer

preference of the Indian middle class.

Increasing organized retailer

Interest of youth.

22
 STRATEGIES

The company observes retail customer trend and changing consumption tastes. Organizationis

customer driven opposed to product driven .Company is very conscious about culture

andregional consumption pattern. Strategies change frequently due to orient to the customers

needs.The continues of learning, unlearning and relearning is applied to update the quick

changing strategies across the organization. As Kishore Biyani MD Pantaloon retail India

LTD saysRetail is like riding bicycle. In uphill if you stop pedaling you will slide down.

The statementexpress the need of continues learning process to form the strategies. Based on

analysis its business strategies can be categorized in 3 major groups. They are

Diversification strategy

Classes destination strategy

Maximum market shares strategy

23
 DIVERSIFICATION STRATEGY

The company started its business as textile manufactures but growth in modernorganized

retailing attracted the company to switch diversify to the next consumption pattern.The

company diversified and acquired a large business in organic and inorganic way. Butcompany

did not forget ripe its strategy and values in the diversified company.In every new business

company started to rewrite the rules by retaining values.

Thecompany in latter stage organized to support each other by physical material flow if

required.

CLASSES DESTINATION STRATEGY

Future group has diversified its business keeping the retiling as common goal. To set

andconcentrate on one stratum is main objective of this strategy. Each business is set to

operate ondefined strata. Company has divided Indian customers in three different groups.

INDIA ONE,INDIA TWO, INDIA THREE. Each has different values, products and quality

requirements.INDIA ONE or consuming class .The population of this constitutes only

14%.Till recenttimes the modern retiling formats is offered for this class. According Maslos

theory of hierarchy the 14% people and Esteem needs in the pyramid. For thisclass pantaloon

patterned Future bazaar, E zone, Central, brand factory, Home town and star Galaxy

entertainment.INDIA TWO or the serving class it includes people like house hold helpers,

office peonetc. This is the people who make service INDIA ONE class. The population of this

class is morethan 30%. In the needs hierarchy they are located in for Social and security

.Earning capacity of this class is 60% lesser than INDIA ONE. For this class as the big

bazaar, Food bazaar, Futuremoney and other retail formats are presented.INDIA THREE or

24
struggling class. The class led life on hand to mouth existence. Theycan afford for beater

living style. This segment doesn contribute much in the contributioncycle. The need of the

segment is local as they are finding it cheaper. The present business modelis not addressing

this class.Figure 3 shows change in consumption patter by different class in 2001-02 and

2007-08.INDIAONE has changed from 25% to 35% normally the total profit in this segment

will comparatively20% more than they are sold in next segment. As ambiance is factor and

other pleasuring nonvalue added services are necessary. INDIA TWO has not changed it

conception level. INDIATHREE has seen 10 % decline.Figure 3 Indian consumption patterns

MAXIMUM MARKET SHARES STRATEGY

The retail chain by pantaloon in all business patterns tries to achieve maximum market share

in all the products or service it provides .The Company does not bothers about short

term profit or loss by a strategy. This are considered as learning. The business will sell at

marginal profit some times to attract the new customer who will prove potential customers in

future. The strategy achieved by focusing pricing factors in INDAI TWO and on service and

quality in INDIA ONE.

PRICING STRATEGIES

Pricing is strategy used by Pantaloon retail chain to attain maximum market shares. The

company offers numerous schemes to attract the new customer as well as to retain the present

customers. The companys schemes are categorized in following groups

25
 BUSINESS PROCESSES

Pantaloons Retail Limited, a leading retailer, is the flagship company of the Future

Group. Headquartered in Mumbai, the company operates through primarily the

Lifestyle and Value formats through multiple delivery mechanisms and lines of

business - some of them being, fashion, food, general merchandise, home, leisure and

entertainment, financial services, communications and wellness. The company has

about 331 stores in over 40 cities across the country, constituting 5 million square feet

of retail space.

The company caters to the Lifestyle segment through its 31 Pantaloons Stores and 4

Central Malls, as well as its other concepts. Retail Ltd share the vision and belief that

customers and stakeholders shall be served only by creating and executing future

scenarios in the consumption space leading to economic development.Pantaloon Retail

Ltd will be the trendsetters in evolving delivery formats, creating retail realty, making

consumption affordable for all customer segments for classes and for

masses.Pantaloon Retail Ltd shall infuse Indian brands with confidence and renew

edambition.Pantaloon Retail Ltd shall be efficient, cost- conscious and committed to

quality in whatever they do.

Pantaloons Retail Ltd shall ensure that positive attitude, sincerity, humility and united

determination shall be the driving force to make company successful.Pantaloon Retail

Ltd inspires trust through innovative offerings, quality products and affordable prices

that help customers achieve a better quality of life every day.Pantaloon Retail Ltd.s

26
 manifesto encourages them to explore unexplored areas and write new rules to create

new opportunities and successes with focus in striving for

Pantaloons Retail Ltd.s board of directors decided to expand their business as it was

one of companys many goals. They went ahead and decided to expand brand

availability at their stores and open new outlets. They decided to increase brand

availability at their stores by adding life-style products and fashion products brands to

their brand catalogue with an approach to increase sales 25-30%.Pantaloon Retail Ltd

also decided to increase its chain of stores by penetrating into tier 1 and tier 2 cities.

Companys management team had to decide how to reach to more consumers, how to

expand and penetrate Indias big market. They had to decide the best way to expand

companys operations by choosing among the best alternatives. Planning Pantaloons

Retail Ltd.s top management decided to expand companys business by building new

stores to penetrate new markets and increase brand catalogue available at stores to

attract customers.

To plan this management committee had meetings and came out with an idea to fulfill

money requirement by filing IPO and generate RS 1200 crore.Now they planned about

new brands to be added to existing stores and build new stores to expand business.

Now the detailed planning phage began ie planning about brands, operations,facilities,

employee requirements, cost management, utility management, pricing of products,

these planning decisions were taken by management team.Pantaloon Retail Ltd

management team had to plan for running the new stores as well as existing stores,

which require planning for Financial and operational activities.

27
 With these ideas to expand the important issue was to increase the wealth of

shareholders. Directing Operational Activities Now the money of almost 1200crore

generated by IPO .After time new stores are built and new brands were added to

existing brand catalogue ,company had to decide how to direct operational activities,

how much cash in hand require to facilitate the new stores, to pay for maintenance

,supplies and other operations. Payroll, utility bills, maintenance charges, products

requirements, Day to day expenses and other operational activities come under

management process. By the direction of management team, all the requirements are

fulfilled and money and manpower is allotted and direction of these activities on daily

basis comes under the management process.

Controlling Pantaloons Retail Ltd.s Management ensured that the company operates

in the intended manner and achieves its goals. Pantaloons Retail Management Ltd

And Management Accountants worked side by side, in cross functional teams with

managers from all areas of the company to perform accordingly Management

Accountants provided valuable financial information shaping that as relevant for

decision making and controlling.

The new stores are built and started operating, now after some years management team

processed that the companys idea of sales growth and market expansion was working

and it looked that management process achieved its goals of growth. Results of well

managed and performed management process: The new brand catalogue benefitted the

sales or market penetration strategy succeeds, these issues are considered under the

process of controlling. Pantaloons Retail Ltd, after 2 years of the strategic process of

28
 decision of adding new brands to catalogue and expanding business, with plan to raise

money by IPO and planned operational activities Pantaloons Retail Ltd found that the

measures it took resulted in increasing business and Goal of 25% increase in sales

achieved.

The Management process determined that they achieved the target growth and their

idea of expansion and the idea of increasing brand catalogue worked, by these

successful decisions, planning, directing operations were worked in favor of

Pantaloons retail and they were able to meet the expectations, and achieved the goals.

identify the various segments of their customer base to create strategies that keep their

customers coming back for more.

29
 PANTALOONS CULTURE

Pantaloons offers a range of opportunities, which are challenging, intellectually

stimulating and enriching. Success is the outcome of dedicated efforts of talented

people, committed towards making an impact wherever, wheneverat all times.

The cordial environment makes the workplace ambience congenial and an enjoyable

experience, resulting in a group of happy and content employees who work with

passion and achieve great things everyday

Employees are empowered to tailor their work around their lives while delivering

quality results at all times. Pantaloons hones the inherent skills of its employees by

taking them through a systematic process of learning and development. Each

employee is offered an all around growth path, based on the maxim: Together we can

achieve the impossible dream.

30
 LEADERSHIP

In a similar vein avers Mr. Kumar Mangalam Birla, "Transformational leadership to

me means leadership in its highest form, such that it transcends the trappings of

hierarchies, authority, power, as well as, formal and informal systems of reward and

recognition and in the political sphere, votes.

In the words of our Chairman, "Quintessentially, transformational leadership is about

taking people on an all-together different plane. At the same time though, few great

leaders follow a path deliberately designed to make them popular. Nor do they

promise easy times ahead.

On the contrary, they ask for sacrifice, for 'blood, toil, tears and sweat'. Nor do great

leaders always score high on charisma, as we normally think of it. And surprisingly,

many leaders don't even have a platform that automatically leverages them with the

power and the authority. Rather, their influence derives from their idea, their

conviction, The example they set, and their extraordinary ability to mobilize people

and make things happen.

31
 CORE VALUES

Integrity: Honesty in every action

Acting and taking decisions in a manner that is fair, honest, and following the highest

standards of professionalism. Integrity for us means not only financial and

intellectual integrity, but in all other forms as are commonly understood

Commitment: Deliver on the promise.

On the foundation of integrity, doing whatever it takes to deliver value to all

stakeholders. In the process, taking ownership of our actions and decisions, those of

our team and that part of the organization that we are responsible for them.

Passion:Energized action.

A missionary zeal arising out of emotional engagement with the organization that

makes work joyful and inspires each one to give our best. Relentless pursuit of goals

and objectives with the highest level of energy and enthusiasm, that is voluntary and

Spontaneous

Seamlessness: Boundary less in letter and spirit

Thinking and working together across functional silos, hierarchies, business and

geographies. Leveraging the available diversity to garner synergy benefits and

promote openness through sharing and collaborative efforts

Speed: One step ahead always

32
 BOOMING OF APPAREL RETAIL INDUSTRY

In india the retailers plays vital role in selling goods to the ultimate customer and day

by day number of retailers are increasing tremendously and ultimate end users are

being confused and customers keep on changing the retail store

The apparel retailers try to adopt change with new fashion and promotional activities

to ultimate customers now a days many franchise apparel retail store are being

increased and so that number of stores are increasing easily and retaining a customer

by apparel retailers are becoming very difficult and in order to retain customers now

top apparel retail giant like pantaloons, lifestyle, globus, shopper stop, Westside and

many more apparel retailers try to retain customer using various customer program

because relationship with customer is more important or else they may move easily to

other retail store.

The India Retail Industry is the largest among all the industries.The Retail Industry in

India has come forth as one of the most dynamic and fast paced industries with several

players entering the market. But all of them have not yet tasted success because of the

heavy initial investments that are required to break even with other companies and

compete with them. The India Retail Industry is gradually inching its way towards

33
 MARKETING STRATEGY OF PANATALOON
Future Group focuses most in the retail segment and most of its businesses are
built around the same. Future Group's retail network operates 1,000 stores for
more than 200 million Indians in 73 cities and 65 rural locations across the
country in 16 million square feet of retail space.

Some of the most popular retail chains of India like Pantaloons (chain of
fashion destinations), Big Bazaar (hypermarket chain), Food Bazaar
(supermarket chain) and Central (chain of seamless destination malls) Brand
Factory, Planet Sports, ALL, Top 10 and Star and Sitara are managed by Future
group. India's most popular online shopping portal www.futurebazaar.com is
also owned by the Future Group.

Home building and home improvement products and services are also led
through the group's formats, like the Home Town (large-format home solutions
store), Collection i (formats specialized for home furniture and home
furnishing) and Furniture Bazaar and consumer electronics through eZone and
Electronics Bazaar.

Aadhaar, India's leading rural retailing chain has a presence in more than 65
rural locations. It acts as a complete solution provider for the Indian farmer.

Pantaloon Retail (India) Limited is one of the leading retailers in India. Mr.
Kishore Biyani, is the founder and is famously known as India's "King of
Retail". Pantaloon has revolutionized the retail fraternity. With it's headquarter
in Mumbai, Pantaloons operates multiple retail formats in value and lifestyle
segment. Pantaloons plans to increase it's retail space to 30 million sq. ft. by
2011. PRIL is sub-divided into:

34
E-commerce

Futurebazaar.com, Pantaloons website has changed the e-commerce business in

India. A wide range of products are made available at affordable prices. PC
World has named the website as the Best Indian Website for 2007 in the
Shopping category.

Fashion

Varieties of options are available in this section like Top 10, Central, Blue Sky,
Etam, Fashion Station, Gini, Jony, Navaras and ALL.

Wellness & Beauty

Health Village - It's a yoga center as well a spa

Star & Sitara: A beauty salon for men and women

Tulsi - Allopathic, homeopathic and ayurvedic medicinal products are provided

Turmeric - Beauty products like colour cosmetics, fragrances, herbal and

specialty skin items, hair products and bath accessories are offered.

2006 - Best Managed Company in India (Mid-cap) for the year

2006 - Image Retail Awards for Best Value Retail Store, Best Retail
Destination, and Best Food & Grocery Store.

Retail Black Hole Model

The Black hole model is also known as The Retail EST Model. It was
developed by J.C Williams Group. According to this model a retailer can win if
he is the best in one of the several retail offerings i.e to say that the company is
clearly positioned in one or more preferred locations to win and hence they are

35
the strategic differentiators. The losers gravitate to central position, are not best
at anything and are sucked into the black hole of retailing

"We have a store opening virtually every fortnight; I have lost count now of
how many I have opened"

Kishore Biyani

Big Bazaar - A paradigm shift to the Modern Retail

Big Bazaar is a unit of Pantaloon Retail (India) Ltd and caters to the Great
Indian Middle Class. It is like an Indian bazaar or mandi or mela, the
environment created by traders to give shoppers a sense of moment. The
personality of big bazaar is one of an entity being authentically "no-frills". The
personality of the brand is self expressed by its tagline -

'Is se sasta aur accha kahin nahi'

It sells a variety of merchandise at affordable rates, the prices of which it claims

are lowest in the city. Usually the items are clubbed together for offers as on the
lines of Wal-Mart and Carrefour, offer weekend discounts and works on the
same economy model as Wal-Mart and has considerable success in many Indian
cities and small towns.

Food Bazaar format was added as Shop-In-Shop within Big Bazaar in the year
2002. Big Bazaar and Food Bazaar blend the look, feel and touch of Indian
Bazaar with modern retail concepts of choice, convenience and quality.

TARGET AUDIENCE

Higher and upper middle class customers are the target segment of Big bazaar.

Another preferred customer segment is the young and growing population of the
country.

36
Big bazaar primarily targets the women folk and home makers who they feel are
the primary decision makers.

CORE COMPETENCIES

Product range consisting of more than 20,000 products.

Has a strong supply chain spanning one thousand five hundred cities and towns
in India.

Big bazaar has tie ups with world leaders in logistical services.

Big bazaar has created a helpline for solving the queries of customers.

Offers manufacturer's guarantee as opposed to seller's guarantee.

Good quality at reasonable cost.

STRATEGIES:

Minimize retailing cost.

Minimize operating expenses by employing fewer floor staff -single person for
every 500 sq ft.

Keep furniture cost to minimum.

Cut down expenses related to sourcing by almost 25-30%.

Increasing the overall efficiency of logistics by creating mother-hubs all across

India for the purpose of sourcing products from regional/local vendors.

Slashing channel cost by up to 25%.

Economizing Shelf Space

Dealing with unsold stock in an effective manner.

37
Ensuring enough pull to snatch away customers from the neighbourhood.

Introducing the concept of 'today's price' wherein a products is chosen on a daily

basis and sold at lower than usual price.

Big Bazaar's New Marketing Strategy: A new marketing strategy, based on

guerrilla marketing has been launched by big bazaar. The guerrilla force is
divided into small groups to selectively attack the target at its weak points. As a
part of this strategy Future group has come up with three catchy and cocky
advertisement campaigns.

Keep West-a-Side. Make a smart choice!

Shoppers! Stop. Make a smart choice!

Change Your Lifestyle. Make a smart choice!

untitleduntitled

STRATEGIC ANALYSIS

SWOT analysis of Big Bazaar

SWOT-BB

PEST ANALYSIS

Political and Legal Factors:

A stable government at the centre creates an encouraging investment climate

Problems of getting subsidy from Octrai and on different taxes like land, water
taxes

A less complicated taxation structure(GST) on the horizon.

Problems regarding taking over properties and real estate.

38
Easing restrictions on FDI by the government leading to easier import of foreign
consumer goods, thereby bringing variety to the Indian market place.

Economical:

India is one of the fastest growing economies, next only to China (7-7.5% GDP
growth rate).

Retail Industry to grow leaps and bounds by 2015 due to the consumption
driven economy of the country.

Increase in the percentage contribution of the service sector to GDP.

Increased emphasis on infrastructural growth in the current 5 year plan will help
reduce some of the bottlenecks in the retail segment.

Socio-Cultural Factors:

Increase in Nuclear families

Increase in working women's proposition

Life style changes

Shift in Product and service preferences

Increase in Young population giving the country a demographic advantage

Technological:

Technological development for fast billing and the service

Better applications of information technology in the modern retail industry, like

in supply chain management, store management, point of sale and customer
relationship management

39
Porter's Five Forces Model

Por

7 P Analysis of Big Bazaar

40
 PRODUCT

There is a wide range of products on offer at Big-bazaar, ranging from apparels,

food, farm products, furniture, child care, toys, etc. Products of all the major
brands are available at Big Bazaar. A lot of in house brands (private labels) are
also promoted by Big Bazaar.

Price

The tag-line of Big Bazaar is "Is se sasta aur accha aur kahin nahi". The model
on which Big bazaar works is one of 'economies of scale'. "Maximum Market
Share" (market penetration pricing) is the major objective of pricing at Big
bazaar.

Place

Big-bazaar has a pan India presence with more than seventy-five outlets spread
across fifty cities. Big Bazaar has presence in almost all the major Indian cities.
Kishore Biyani is very aggressive when it comes to expansion plans of Big
bazaar. As per Biyani, the cost of real estate should preferably be less than 5%
of total sales of store if one wants to provide maximum benefit to customers.
Securing spaces before other retailers join in has been a strategic decision of Big
bazaar which has resulted in cost-saving.

Promotion

Many novel cross sell and upsell strategies have been developed by Big bazaar
in Indian retail market. Big Bazaar uses various promotional techniques such as
"saal ke sabse saste teen din", Future card, Shakti card, using M.S.Dhoni as
brand ambassador, Exchange offers such as 'junk swap' offer, POP promotions.

41
Print media, TV, Radio (FM) and road-side bill-boards are some of the many
means used by Big bazaar for advertizing and effective communication.

People

People are considered to be one of the key assets in any organization and their
importance is even more profound in the service sector. Big bazaar's staff
possesses some salient features such as: -

The staff is well trained for modern retail.

Innovative thinking among the employees is encouraged at Big bazaar.

Multiple payment counters, availability of store's staff for keeping baggage and
presence of security guard at every gate.

Process

Some of the salient features of dispatch and purchasing area of goods include : -

Trolleys are available for carrying purchased items & sufficient nos of counters
for easy check-out are present.

Information hoardings/banners for efficient identification of items at store

Physical Evidence

It deals with the final deliverable or the exhibit of written facts.

The staff has standardized dress code to improve the overall appearance of the
store (atmospherics).

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Aggressive Marketing: Promotions

The promotional activity of the company, which says 'Nobody Sells Cheaper
and Better!' has differentiated Big-Bazaar (as a brand) in the minds of the
customer. The punch-line has made its place in minds of customer. As the
competition is becoming stiff in the market the activities conducted by the
company are unique, that have brought fruitful result to the company. Among
them sales Promotions is one of the leading activity or unique among all other
activities & has high influence on the customer walk-in.

As sales promotions is the major force for Big-Bazaar, Big Bazaar take it very
seriously & especially during festivals & special occasions by focussing
aggressively on psychological & emotional promotion strategies as per the
demographic profile of the various consumers.

About 60-70% of shopping for apparel, consumer durables, and home

furnishing, among other things, happen during festivals. At least 40-50% takes
place during the peak festival season, between September and November.

According to Ashni Biyani, 23, a team is set up six months ago comprising
experts on Indian mythology and religion, retail and even an expert on "days",
"seriously targeted" one-third of the 150 auspicious days in the Hindu calendar.

They map all the communities in India on how they shop and how these
calendars work. They focus to understand intuitively, their customs, their
rituals, adding that this is the part of a larger strategy to engage customers and
to attract "that India which lives in the deep-rooted communities".

Sabse Saste 3 Din:

The best watershed for brand Big Bazaar was the introduction of the "Sabse
Sasta Din" in January 2005, when the Indian Republic Day holiday was utilized

43
to make sure that hordes of consumers descended on all Big Bazaars across the
country to buy all kinds of household items - cheap. There were scenes of
customers actually vigorously fighting over items in-store & long queues were
seen in the store.

Big Bazaar like previous years, attracted large crowds during its three day 'sales'
event called 'Sabse Saste 3 Din' organised to celebrate the Republic Day.
Depending on the results, the event is sometimes extended to 5-6 days as it
happened in 2008.

The promotional event being organised by Big Bazaar every year has assumed
great significance over the years. A large number of customers look forward to
this event as hefty discounts on a range of products are offered to the customers
in partnership with the retail chain's vendors on this occasion.

This is, perhaps, the biggest sales event being organised by any retailer in the
country. Big Bazaar, which sold merchandise worth Rs 140 crores in 2007,
garnered revenues of over Rs. 280 crores during the year 2008 & the growth
still continues unexpectedly.

As mentioned by Kishore Biyani, the whole focus is "low margins & pushing
volumes" aggressively during these times which make the Big-Bazaar stick to
its core Brand-Personality.

Wednesday and Weekend Bazaar:

One of the most popular events Wednesday Bazaar presents terrific offers and
irresistible discounts on majority of the products.

The Concept was to aim at giving the homemakers the power to save the most
on this day of the week.

44
Even on weekends when the footfall is the highest, eye-catching offers and
discounts are promoted. The weekend promotions differentiated from the
Wednesday bazaar in terms of the offers & cross-selling and not on reducing the
price of a particular product.

This way they were able to differentiate both the concepts & focus on avoiding
confusion while promoting it to the consumers and also attract different type of
consumers during these durations.

Special event promotions:

Maha Bachat Sale: Big Bazaar's incorporates such as on Independence day by

having Maha Bachat Sale which did a business of 1.5 crores in its Bangalore
store alone. Maha Bachat focuses on further reducing the price as compared to
the Wednesday Bazaar.

Also on auspicious occasions such as Akshaya Tritiya which again did a

business of 150Cr on a single day in Mumbai & Ahmedabad last year.

An event offering discounts, benefits and privileges' to senior citizens were

created and promoted on the Senior Citizens Day.

Monthly Bachat Bazaar: Big Bazaar understands clearly the habits of Indian
consumers. In Monthly Bachat Bazaar the prices are reduced at the start of
every month in order to target those consumers who bulk purchase the products
and especially the commodities every month.

Price Challenge Campaign:

Reinforcing Big Bazaar's USP of value proposition, "Is se sasta aur accha kahin
nahi" scheme was launched. The challenges promise to offer twice the price
difference, if the cost of any of the item found in the store is found to be higher
than the market price.
45
This doesn't mean that the consumer actually go to other shops in order to
compare the prices, but due to this challenge of Big-Bazaar, the consumers had
more faith & trust on the Big-Bazaar and hence were confident seeing the
confidence level of Big-Bazaar which again built a strong brand differentiation
of Big-Bazaar for low pricing.

Exchange Offers:

This promotion primarily focused on letting people disposing off their junk and
to gain something out of it in return i.e. "Bring anything old & take anything
new". They could exchange their products and shop from a huge spectrum of
discounted products.

This gave the motivation factor to consumers to give their old belongings for
something worth & hence their old is not getting waste or is unvalued. Since the
Indian consumers are very much value conscious, this strategy worked out very
well. Big-Bazaar also made it sure that the campaign is actually not fooling the
consumers around and is actually giving the desired value focusing on the fact
that "faith thrashed is never recovered" in India.

In- Store Communications:

To ensure that no one misses out on an opportunity to gain from special offers,
service boys ferry around a trolley with the product inside, announcing the
scheme. Not only is this entertaining it also helps customers pick up the product
from the trolley instead of walking up to the rack where it is on display.

46
Language Customization:

To make sure that non-English speaking customers don't feel alienated, the
communication is also conducted in the local language. The communication is
always unambiguous and direct.

The Power of One Campaign:

This initiative encourages customers to add One Rupee to their bill towards
donation to a social cause. Big Bazaar makes an equal contribution and donates
the entire proceeds to an NGO called Save the Children India. This is a selfless
body which has been working for the welfare of children from marginalized
sections of society.

Corporate campaign:

Big Bazaar has recently launched a corporate campaign which revolves around
a family having a great time together. The brand anthem "Khushiyon se Bhari
Jholi" connects with the customers at an emotional level positioning Big Bazaar
as part of the happy moments.

Future Cards:

Specifically for Big Bazaar outlets these credit-cum-loyalty card which offer
customers a slew of discounts and benefits across Future Group stores are co-
branded with ICICI Bank. Customers receive four loyalty points for every Rs
100 spent at Future group's retail stores and one loyalty point for every Rs 200
spent outside the group's retail stores. This creates a vicious cycle for the
customers to repeat their purchases and is especially done by the consumers
during special occasions.

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School Jao Khushi Khushi

Providing Discounts School related requirements & accessories like school

bags, water bottles, lunchboxes, shoes etc.

Promotions include:

Pencil Case for purchase of above Rs 500.

- Free shopping trip worth Rs 1000/- for Sending ones experience of the "Best
day that you had in school" - the most humorous & the best one is selected as a
winner and to avail the offer.

- Lucky draw for the lucky kids - shop for Rs 1,000 & above, drop in your kids
name into the drop box - 10 lucky kids were provided with the offer 30% off on
an NIIT course

- Motivational offer for Kids: Shop for Rs 500 or above, Parents are told to drop
in the kids painting, the best painting is sponsored for an art course.

"Doston ke saath khushiyon manao"

Individual are invited with friends - "more the merrier" - shopping with 1 friend
entitles the individual with 10% discount, coming with two friends - get 20%
discount etc on the total bill.

Friendship band to every walk-in

A friend indeed -people were told to drop their best friends name in the drop-
box and in lucky draw the winner could win the major prize - A Car!!

Special treatment & emotional connect for the individual & his/her friend -free
massage, tattoos, horoscope etc were provided for purchases above Rs 500/- &
above during the friendship day.

48
Diwali Dhamaka:

This campaign especially remains open for longer duration

Huge discounts are seen over the board

If purchase is above Rs 300/- two pairs of diya were provided to the customers

Tie up with known mithaiwala: if one purchases above 1000/- people can avail
discounts of 45% or above on the mithai purchased from that mithaiwala.

Motivating the home made mithai recepies: Purchasing goods worth Rs 500 &
above, females were pulled to send the recipe of their secret mithai & the best
judged recipe gets a complete set of Sanjeev Kapoor's cook-books

Diwali Manao Abroad - winning through lucky draw on purchases worth Rs

1,000 or above.

Christmas Joy:

Across the board discounts.

Big Bazaar's special surprise Christmas gift on purchase of over Rs 1000/- or

above.

Christmas-Card Design Contest: Design next year's Christmas card for children
and a gift voucher worth Rs. 500 were given to the best card winner.

Big Bazaar Christmas party focussing on points & vouchers through festival
focussed games.

Happy-Hours:

All the discounts/offers were hiked up in a fixed hr of a day eg: Buy X and get
Rs 10 off on that day will become Rs 15 off.

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Mystery-Shopper:

Everyday, one person is tagged as the mystery shopper i.e. a) 100th person
walking through the door wearing all red b) 1st person walking through the door
wearing all red - These person gets the discount of 50% on the total bill.

"Apke kismat mein hai khushi": Lucky is happy

Based on scratch card

Get all that you pick in 60 seconds till reaching the billing counter

Assured gift for the bulk takers:

Choose a gift from the listed items if the bill is above 1000/-

This is used especially to push the non-moving goods which is usually put in the
listed free gift items.

"Banto khushiyan har ek ke sang": Social causes

"Khilone se khushi bate"

Toy drop box was set in the big-bazaar store and the concept was promoted to
ask for the toys from the families & then the toys were sent to the social
organisations working for underprivileged children's.

This has helped the underprivileged, generate goodwill, and have also attracted
the floor traffic to store at the large scale.

Supporting a charity

Support through charity: Donation to the charity on the individual's name for
purchasing above a specified amount.

Customers were given an ornament with his or her name on it to hang signifying
the donation by the individual.
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Advertisements:

Advertising for Big-Bazaar is an essential component of brand building.

The advertisement focusing on brand building of Big-Bazaar is done through

various ways, Some of the techniques applied are: -

Tag Line: One of the key components of Big Bazaar is its Tag Lines.

Designed according to the demographic profile of customers in order to get

connected easily with simple one-liners. The catch liners includes "Chane ke
bhaw kaaju", "Stall ke bhaw balcony" etc.

0306

Holistic Advertisement: Promotes the brand and creates awareness among

people. It is not targeted at promoting each store but only creates an image of
Big-Bazaar as low-cost shopping option. The store has advertised through TV,
road-shows and also started reality show typed promotional campaign "The Big
Bazaar Challenge" Promotions like "Sabse Sasta Din" is very successful
strategy to get footfall.

Print-Ads: Just before the launch of any new schemes Big-Bazaar spends
heavily on advertisements in print media especially newspapers.

This is done in order to create a buzz about the big-bazaar brand & its upcoming
schemes.

TV-Ads: various channels are utilized properly, also as per the demographics &
cultural channels & the schemes, promotions & especially the common brand
tag-line is aired in order to create top of the mind awareness

Road side Advertisements: As a brand building exercise, big-bazaar displays

bill-boards in prime locations as per the target people. Focus is more on the

51
phrases which is targeted to the needs of the customers as per the market &
conditions at that particular point of time.

Radio-Ads: The major focus through radio ads is in Tier-1&2 cities. And the
prime emphasis is given on radio ads for promotions in order to inform
customers for all the new happenings & schemes at Big-Bazaar.

Fashion-Shows: The latest innovation of the Indian iconic brand is "FASHION

@ BIG BAZAAR - Desh Badla, Bhesh Badlo". In order to make an effort to
take the Fashion to the masses, a three-day fashion show was organized by Big-
Bazaar on the streets of Bandra, Mumbai.

1413

Brand Endorsement by Celebrity:

For marketing and advertising its brand name, value endorsement co-branding
is used by Big Bazaar. Earlier Himesh Reshammiya & Sanath Jaisuriya was
associated with Big-Bazaar.

Also, recently the current campaigns are being associated & promoted with the
Indian cricket ODI captain Mahendra Singh Dhoni.

Communication through Media:

Heavy spending is carried out for proper position of Big Bazaar through the
different mediums. Paper advertisements are released just before the launch of
any new scheme, billboards are displayed on prime locations, frequent TVCs
are aired in prime time in various Indian channels for the mass, advertisements
on FM channels about the current happenings are aired etc.

Below the Line Promotion:

52
Coupon, discount, more of the product at normal price, gift with purchase,
competition, and prizes, money back offer, exchange offer, special occasion.

Big Bazaar, in association with Star India Pvt Ltd, has launched a collection of
designer ethnic wear under the brand "Star Parivaar".

Above the Line Promotion:

Advertisements in Newspaper, TV, Internet (own website which give online

shopping service),

Partnership with Bigfilx, Big FM 92.7.

Aggressive Pricing Strategy

The tag-line is "Is se Sasta aur accha aur kahin nahi" make Big-Bazaar to
differentiate itself from competitors in terms of only pricing & the value at that
price. Hence it makes it very important for the Big-Bazaar to always focus on
the its pricing strategies to keep the prices always low compared to the
competitors whatever the market, economy or the external conditions is.

They work on the model of economics of scale. There pricing objective is to get
"Maximum Market Share".

The various pricing techniques used at Big Bazaar are: -

EDLP - Every Day Low Pricing:

Big-Bazaar as a brand is differentiated through low pricing strategies. Hence it

promises & delivers the lowest available price without stressing on coupon
clipping, discount promotions waiting time, or comparison shopping.

Promotional-Pricing:

Low interest rate financing is being offered by Big-Bazaar. Psychological

discounting (Rs. 99, Rs. 49, etc.) strategy is used as a promotional tool. Special
53
Event pricing (Close to Diwali, Gudi Padva, and Durga Pooja) is also the prime
focus of big-bazaar for the reasons mentioned in the previous topic.

Value-Pricing:

Big-Bazaar sets selling prices on the perceived value to the customer, rather
than on the actual cost of the product, the market price, competitors' prices, or
the historical price.

Differentiated Pricing:

Also termed as Time pricing, i.e. difference in rate based on peak and non-peak
hours or days of shopping. This again as a pricing technique is used in Indian
retail, & hence aggressively used by Big Bazaar.

Psychological Pricing:

In order to attract status-conscious customers and also to push status-

consciousness among the middle-class people, psychological pricing concept
was undertaken by Big-Bazaar which provided the best deal in the market for
the products which are market-buzz-creators and highly engaging & long-
lasting products such as LCD TVs, Washing Machines etc.

Bundling:

In order to add more value & provide more benefits to the customers, combo-
packs with heavy discounts are served to the customers.

In order to promote the pricing differentiation & to gain faith from their
customers and hence to increase loyalty, Price challenge campaign was
established as discussed in the previous topic.

54
 LOYALTY PROGRAM BASICS

Companies typically have several goals when launching loyalty programs, all of

which are focused on generating greater profits from the programs members.

These goals include .

Improving knowledge of the customer

Leveraging that knowledge to increase the sales of undersold and/or highly

profitable products/services

Increasing customer retention and purchase frequency

The most common type of loyalty program begins when a customer enrols.

From

that point forward, the organization accurately tracks information about that

member, captures the members purchases, credits points to the member

based on the rules stored in a loyalty engine, categorizes the member in tiers

or groups based on the members value to the organization, and enables the

member to redeem points for products or services when various point levels are

attained. The specific types of behaviour that are tracked and rewarded are

unique to each industry/company and are typically linked to the organizations

profitability drivers.

55
Pantaloons, India's premium lifestyle fashion retailer has a chain of 76 fashion

destinations across 44 cities and towns, is deeply committed to customer relationships.

The Pantaloons Payback Greencard, which is a unique loyalty programme, has been

designed exclusively for Pantaloons loyal customers to enhance customer experience.

Presently offered to over 3.8 million members, the program entitles members to

discounts, points and special privileges at all Pantaloons stores.

The card has 4 tiers depending on the last 12 months of shopping. The four tiers are 1

Star, 3 Star, 5 Star and 7 Star. Shop and your card upgrades while privileges and

discounts increase simultaneously.

The benefits covered under Greencard include discounts, Payback points,

complimentary parking, complimentary home drop of altered garments, relaxed

exchange policy, complimentary shipping across India, exclusive sale preview,

exclusive billing counters and assisted shopping among others.

That's not all points can be earned at Big Bazaar, HPCL, Make My trip, Book My

Show, Ezone and all other Payback partners. The program is truly rewarding.

56
 BENIFITS OF LOYALTY PROGRAM:

Greater Customer Knowledge

A loyalty program enables a company to gain detailed knowledge about its

customer base with the customers consent; customers actually want to provide

transaction and detailed profile information to ensure that they receive the full

benefits of being a member of the program. In some market segmentssuch as

business-to-businesscompanies already possess significant knowledge about

their customers.

Managing the customer experience, maintaining a more reliable data base,

improving service operations. Fostering customer loyalty, embracing the

characteristics of high performance marketing and other related subjects. The

loyalty program gives a good benefits to apparel retailers to do more and more

service to customer

57
 AWARDS

The Indian Digital Media Awards 2013 (an exchange4media group initiative) were held on

25th June at ITC Grand Central, Mumbai amidst much fanfare. These Awards recognize,

celebrate and honor outstanding creativity and effectiveness in the burgeoning digital media

space of advertising and marketing communications with specific emphasis on internet,

mobile, gaming, social media and the blogosphere. Pantaloons Rationale To generate buzz

for Pantaloons End of Season Sale (Jan2013) an innovative rich-media interactive web-

banner was designed to give the main users a visual delight.

A-12 hour roadblock was held on Indiatimes.com (11th February, 2013), wherein visitors

could view only 50% of the websites homepage. The idea was to step up the curiosity

quotient to creatively communicate Upto 50% Sale by revealing only half of the India

times homepage. The users had to drag the zipper with their mouse to view the rest of the

website. As soon as the user finished zipping the page, the Pantaloons Upto 50%

Off message would reveal itself.

This innovation won For Pantaloons awards in 2 categories: Gold for Web-rich Media

Banner Campaign Silver for Best Digital Innovation.

58
 COMPETITORS OF PANTALOONS

Reliance trends

Reliance Trends is the fashion and accessories brand of Reliance Retail. The

uniqueness of the store is the core, which delivers "fashion at great value". Reliance

Trends offers a mix of private brands and brands across men's, women's and children's

categories.

Reliance Retail, Ltd. is a subsidiary company of Reliance Industries Founded in 2006

and based in Mumbai it is the second largest retailer in India Its retail outlets offer

foods, groceries, apparel and footwear, lifestyle and home improvement products,

electronic goods, and farm implements and inputs. The companys outlets also

provide vegetables, fruits, and flowers. It focuses on consumer goods, consumer

durables, travel services, energy, entertainment and leisure, and health and well-being

products, as well as on educational products and services.

Reliance Retail Limited (RRL), a subsidiary of Reliance Industries Limited under

MukeshAmbani, is Reliance Groups foray into organized retail. RRL is based on the

growth strategy of backward integration, and it generates inclusive growth and

prosperity for farmers, vendor partners, small shopkeepers and consumers.

RLL is the second largest retailer in India. Its retail outlets offer foods, groceries,

apparel and footwear, lifestyle and home improvement products, electronic goods,

59
Marketing Strategies by Reliance Retail

RELIANCE RETAIL LTD has launched its much-awaited hypermarket forma

Highway, Ahmadabad on August 15. After the successful launch of the

supermarket format Reliance Fresh and the consumer electronics concept

mega store Reliance Digital , the hypermarket is the third retail

format launched by Reliance Retail. Spread across 165,000 square feet of

shopping area , Reliance Mart will provide- e x p e r i e n c e d shopping

d e l i g h t . T h e h yp e r m a r k e t w i l l c a r r y a r a n g e o f o v e r 95,000 products

catering to the entire family. Shoppers will have the option to choose from

a wide array of products in every category ranging from fresh produce,

food & grocery, homecare products, apparel and accessories, non-food FMCG

products, consumer durables and IT, automotive accessories, lifestyle products,

D i r e c t o r , Reliance Industries Ltd , said: Organized retail has the

potential to trigger socio-economic transformation on an unprecedented

60
he hypermarket would be selling the products on EDLP (every day low price) basis at

prices15-20 percent lower than market prices.In order to grow faster and better

in local markets with higher margins, it has focused largelyon local brands instead of

national brands or private labels. Local brands include

IndubenKhakrawalas Namkeens, Lijjat Papad, Wagh Bakri and Madhur (spices brand

). This isin addition to 100 private labels that Reliance plans to display. Companys

Sources says thatthe share of regional brands in the hyper marts would be over 10%

61
 MAX RETAIL

MAX - The Largest Value Fashion Brand in the Middle EastMAX is the national &

international value fashion brand of the Dubai based Landmark Group. The brand was

launched in the UAE in May 2004 with a unique concept of delivering international

fashion & value to the discerning shopper.AX is the international value fashion brand

of the Dubai based Landmark Group. The brand was launched in the UAE in May

2004 with a unique concept of delivering international fashion & value to the

discerning shopper.Max was introduced in India with its 1st store in Indore in 2006

offering apparel, footwear & accessories for the entire family; for women, men,

children including a fashionable range for infants. With a great range of western&

ethnic wear for the young shopper, it makes a perfect shopping destination for people

for all age groups. At MAX, shoppers can expect the latest in international fashion

from around the globe & an excellent range to choose from; all of this offered at great

prices in a world class shopping environment. Max retails its own label merchandise

of in house designs and planned color palettes for the season. Every season it

introduces a fresh collection of international designs specially customized to the

Indian market. The brand adapts to the changing needs of the shopper every season

and accordingly introduces new designs, silhouettes & fabrics. Today, MAX is the

largest value fashion brand in the Middle East with over 200 stores across 15

countries.

62
 Marketing Strategies of Max Retail

Every season it introduces a fresh collection of international designs specially

customized to the Indian market. The brand adapts to the changing needs of the

shopper every season and accordingly introduces new designs, silhouettes & fabrics.

Today, MAX is the largest value fashion brand in the Middle East with over 200

stores across 15 countries.

Market segmentation and selecting target market

It is an effort to increase a company's precision marketing. The starting point of any

segmentation discussion is mass marketing. In mass marketing, the seller engaged in

the mass production, mass distribution and mass promotion of one product for all

buyers. Market segment consists of a large identifiable group within a market with

similar wants, purchasing power geographical location, buying attitudes or buying

habit. It is an approach midway between mass marketing and individual marketing.

Through this the choice of distribution channels, and communicaton channels become

much easier. The researchers try to form segments by looking at consumer

characteristics; geographic, demographic, and psychographic. After segmenting the

market then target market selected.

2. Positioning: - The positioning is a creative exercise donw with an existing product.

thewell known products generally hold a distinctive position in consumer's minds. The

positioning requires that every tangible aspect of product, price, place and promotion

must support the chosen positioning strategy. Company should develop a unique

selling proposition (USP) for each brand and stick to it, PPL consistently promotes its

63
DAP fertilizer by Higher yield atlower cost. As companies increase the number of

claims for their brand, they risk disbelief and a loss of clear positioning. In general a

company must avoid four major positioning errors. Those are under positioning over

positioning, confused positioning and doubtful positioning.

3. Product: -A product is any offering that can satisfy a need or want. The major

types of basic offerings are goods, services, experiences, events, places, properties,

organizations, information and ideas. The company gives more importance in quality,

packaging, services etc. to satisfy the customers. The products has it's life cycle. The

product strategies are modified in different stages of product life cycle.

4. Price: -It is the most important aspect in company's point of view. Price of the

product will be decided by the company according to the competitor's price.

5. Place: - This plays a major role in the entire marketing system. The company

emphasis on it's distribution network. Proper distribution network gives proper

availability of the product.

6. Promotion: -Promotion is the one of the major aspects in marketing strategies. By

adopting various promotional activities the company create strong brand image. It also

helps in increasing the brand awareness. It includes advertising, sales promotioins and

public relations etc.

7. Research and Development: -After testing, the new product manager must

develop a preliminary training and development plan for introducing the new product

in to the market. The plan consists of three parts. The first part describes the target

market's size, structure and behavior. The second part out lines the planned price,

64
distribution strategy and marketing budget for the first year. The third part of the

development describes the long run sales and profit goals and marketing mix strategy

over time.

65
CHAPTER 2

66
 LITERATURE REVIEW:

LOYALTY PROGRAMS: BUILDING CUSTOMER LOYALTY TO BUILD

PROFITS

Loyalty programs are often part and parcel of a comprehensive customer relationship

strategy. So welcome to our loyalty marketing best practices section.

"As a customer's relationship with the company lengthens, profits rise. And not just by

a little. Companies can boost profits by almost 100 percent by retaining just 5 percent

more of their customers" - F.P. Reichheld

Armadillo Willy's customers are so loyal they were actually the ones who clamored

for the brand to initiate a more robust loyalty program. By Jonathan Prezant

June 04, 2017

INDIA-BUSINESS

Kumar Birla to rework Pantaloons deal value

August 29, 2012 | Samidha Sharma , TNN

MUMBAI: Aditya Birla Nuvo is set to rework its deal for a controlling stake in

Pantaloons after the latter's June quarter business fell below estimates, leading to a

slight valuation drop, said sources briefed on the matter. Billionaire Kumar Mangalam

Birla had announced plans to buy a 50.1% stake in Pantaloons in May this year for Rs

800 crore in cash while taking on a similar quantum of debt. The deal entailed Kishore

Biyani-controlled Pantaloon Retail India (PRIL), with diversified.

Frederick F. Reicheld, author of the loyalty effect

67
Todays successful readymade garment retailers recognize the importance of customer

retention in their efforts to grow operational profits. to achieve this, more and more

retailers are implementing loyalty programs as a competitive training and

development to build long-term relationships with customers, allocate marketing

rupees based on the customers value and derive as much as revenue as possible from

them over a lifetime. of course, loyalty is more than a business strategy. It is an

ongoing, two-way relationship based on respect, trust and commitment a

relationship in which the customer feels all-important. A successful loyalty program

builds and nurtures such a relationship by accomplishing two critical tasks. the first is

to gather information that will help retailers understand their customers tastes, needs

and expectations. The second is to offer recognition and rewards (loyalty card,

rewards card, points card, advantage card, or club card) that are relevant to their

customers as a reward for their loyalty and as a trade for the personal and

transactional data that starts the loyalty cycle and keeps it going. by tracking

members transactions, companies can identify the various segments of their customer

base to create strategies that keep their customers coming back for more.

Definition of Loyalty card program: The loyalty program provides gratification to

those who require rewards for purchases and avoids additional costs for those who

would buy even without them. Loyalty card program is an integrated system of

marketing actions that aims to make customers more loyal by developing personalized

relationships with them. Relationship marketing focuses on the customer, in the sense

that the firm seeks to create long-term business relations with existing prospects and

customers.

68
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.

Today's customers have more choice, are better informed and are more demanding of

value and return for their spending money. They look not only for the products and

services that meet their needs at the price they are willing to pay, but for the merchant

that recognizes, appreciates and rewards their patronage. Now a days all big apparel

retailers have started the loyalty program with different benefits in order to satisfy

customer needs and wants

Top retail players like pantaloons ,shopper stop ,Globus have adopted loyalty card and

The loyalty program is used as a tool for retaining a customers now a In India the

retailers plays vital role in selling goods to the ultimate customer and ultimate end

users are being confused and customers keep on changing the retail store

The questionnaire survey was taken from 150 customers randomly and most of them

have purchased before at pantaloons. The loyalty program at pantaloons plays a vital

role in retaining a customer and nearly 75% of the customers are using the green card

for more than two years Satisfaction level in shopping experience, services,

quality and discount are very high 69.8% of customers whos using pantaloons

green card for more than 2 years says that the current loyalty program is excellent

69
 OBJECTIVES

To know customer attitude towards customers loyalty program at Bareilly

store.

To know if customer loyalty program has contribution in converting

customers into clients.

To know customer satisfaction with Pantaloons

Bareilly

70
 RESEARCH METHODOLOGY:

1 RESEARCH BACKGROUND

Research - Quantitative

Research design - Descriptive study

Data collection - Primary Data

Sample area - Bareilly

Sample size - 50 customers

Sampling design - Non-probability

Sampling Technique - Convenience sampling

Research approach - Survey method

Research instrument - Questionnaire

Sampling tool - Structured Question

Analytical tool - Percentage

71
 2.RESEARCH METHODOLOGY

Research method is an academic activity and as such as the term should be used in a

technical sense. This research comprises of defining and redefining problem,

formulating hypothesis or suggested solution; collecting; organizing and evaluating

data; making deduction and reaching conclusion; and at last carefully testing the

conclusion to determine they fit the formulating hypothesis. By this way proper

methodology is an essential step in conducting research study.

In recent years, the word methodology has become a "pretentious substitute for the

word method". Many recent uses of the word methodology mistakenly treat it a

synonym for method or body of methods. Doing this shifts it away from its

true meaning and reduces it to being the procedure itself, the set of tools or the

instruments that should have been its outcome. A methodology is the design process

for carrying out research or the development of a procedure and is not in itself an

instrument for doing those things. Using it as a synonym for method or set of methods,

leads to misinterpretation and undermines the proper analysis that should go into

designing research. Generally for any research study both primary and secondary

research are done which facilitates in the better understanding of the entire study.

Primary research helps garner relevant and adequate data of the current state of affairs

pertaining to any subject and provides an insight into the exact nature of the problem.

Owing to the broad and complex nature of this research topic which would require

delving into many aspects of the study including an ethnographic study which would

in turn include a longitudinal time horizon which cannot bepossibly encompassed

within this research as it goes

72
 3. RESEARCH DESIGN

A research design is the arrangement of condition for collection and analysis of data in

a manner that aim to combine relevance to research purpose with procedure. The

research design adopted for this study is descriptive type. The objective of such a

study is to answer who, what, where and how of the subject under investigation. It is

used because of its extensive flexibility, scope and convenience. A descriptive

research study is basically concerned with narration of particular individual or group

with specific predictions.

ometimes a distinction is made between "fixed" and "flexible" or, synonymously,

"quantitative" and "qualitative" research designs. However, fixed designs need not be

quantitative, and flexible design need not be qualitative. In fixed designs, the design of

the study is fixed before the main stage of data collection takes place. Fixed designs

are normally theory driven; otherwise it is impossible to know in advance which

variables need to be controlled and measured. Often, these variables are measured

quantitatively. Flexible designs allow for more freedom during the data collection

process. One reason for using a flexible research design can be that the variable of

interest is not quantitatively measurable, such as culture. In other cases, theory might

not be available before one starts the research. However, these distinctions are not

recognized by many researchers, such as Stephen Gorard who presents a simpler and

cleaner definition of research design

73
 DESCRIPTIVE RESEARCH DESIGN

Descriptive research, is used to describe characteristics of a population or

phenomenon being studied. It does not answer questions about how/when/why the

characteristics occurred. Rather it addresses the "what" question (What are the

characteristics of the population or situation being studied?) The characteristics used

to describe the situation or population are usually some kind of categorical scheme

also known as descriptive categories. For example, the periodic table categorizes

the elements. Scientists use knowledge about the nature of electrons, protons and

neutrons to devise this categorical scheme. We now take for granted the periodic

table, yet it took descriptive research to devise it. Descriptive research generally

precedes explanatory research. For example, over time the periodic tables description

of the elements allowed scientists to explain chemical reaction and make sound

prediction when elements were combined.

Hence, research cannot describe what caused a situation. Thus, Descriptive research

cannot be used to as the basis of a causal relationship, where one variable affects

another. In other words, descriptive research can be said to have a low requirement

for internal validity.

The description is used for frequencies, averages and other statistical

calculations. Often the best approach, prior to writing descriptive research, is to

conduct a survey investigation

74
RESEARCH APPROACH

The survey method was adopted for collecting the primary data. Survey research is the

systematic gathering of data from respondents through questionnaire.

RESEARCH INSTRUMENT

The data for this research was collected by survey techniques using survey method,

guided by questionnaire.

SAMPLING

Sample denotes only a part of the universe / population. The sample represents the

population and is having the same characterizing as the population.

SAMPLING METHOD

Non probability sampling

CONVENIENCE SAMPLING

Sampling refers the method of selecting items to be observed for the study. The

samples have been selected for the study based on the convenience of the researcher.

The method used here is convenient sampling, where the samples are selected based

on the convenience of researcher.

75
SAMPLING SIZE

Sampling size is the number of items to be selected from the universe to constitute the

sample. In this study, a sample study of 50 has been chosen.

SAMPLING AREA

This study was undertaken at pantaloons Bareilly.

PERIOD OF STUDY

The study was undertaken between 6June 2017 and 21 July 2017

DATA COLLECTION DESIGN

A marketing researcher has to make a plan for collecting data which may be primary

data, secondary data or both.

PRIMARY DATA

The primary data was obtained by administering survey method, guided by

questionnaire to collect information from customers. The questionnaire are Closed

ended

These methods were adopted since the data which is required is highly focused on

customer satisfaction

76
 SECONDARY DATA

The secondary data are collected through various sources like

1. Secondary data are collected through internet related to industry, company,

competitors, etc

2. Review of articles being published on the topic in various magazines and

newspapers

3. Data are also collected from the company brochures etc

77
 DATA ANALYSIS INTERPRETATION

PURCHASED BEFORE AT PANTALOONS

Since there are many apparel retailers at Bareilly, we should know whether customers

have purchased before or not at pantaloons.

78
 1. Have you purchased earlier from

Pantaloons?

TABLE.-1

PURCHASE

BEFORE FREQUENCY %

YES 50 100

NO

TOTAL 50 100

NO
0%

YES
100%

INTERPRATATION FIGURE-1

In my research all respondents I met, they all were existing customers.

79
 2. Do you have pantaloons green card?

TABLE.-2

HOLDING

GREEN CARD

FREQUENCY PERCENT

YES 46 92

NO 4 8

TOTAL 50 100

NO
0%0% 8%

YES
92%

INTERPRATATION FIGURE-2

This question was to know that how many people were using the payback greencard

card and almost all the respondents had card, only few did not have

80
 3. How frequently do you shop in pantaloons?

TABLE.-3

FREQUENCY OF

PURCHASE FREQUENCY %

AS PER NEEDS 19 38

MONTHLY 23 46

Yearly 8 16

TOTAL 50 100

0%
YEARLY
16% PER NEED
38%

MONTHLY
46%

INTERPRATATION FIGURE-2

This question was to know their need and interest towards Pantaloons,I found that

most of the respondents came to shop when they felt need to buy amd they did visit

almost in a month and some customers occasionally used to visit

81
4.In a year how much do you purchase in Pantaloons?

TABLE.-4

Purchase FREQUENC

Y %

Less than 8000 6 12

8000-20000 11 22

20000-40000 13 26

More than 40000 20 40

TOTAL 50 100

82
 12%

ABOVE 40
40%

8-20000
22%
20-40000
26%

INTERPRATATION FIGURE-4

This question was to know purchasing power of customers so Most of the

respondents had long time purchase record

83
5.Rate your satisfaction level with the purchase you made in

Pantaloons?

TABLE.-5

frequency %

Highly satisfied 28 56

Satisfied 22 44

Dissatisfied

Highly dissatisfied 50 100

TOTAL

D.S HDS
0% 0%

SATISFIED
44%
H.S
56%

INTERPRATATION FIGURE-5

This question was to know weather customers are satisfied or not but I found that

many respondents were delighted and satisfied and no respondent was dissatisfied

84
6.Do you find that all the problems and queries are solved and answered

Satisfactorily at CUSTOMER SERVICE DESK ?

TABLE.-6

FREQUEN

CY %

Agree 16 32

Strongly 30 60

agree

Disagree 4 8

Strongly

disagree

TOTAL 50 100

DISAGREE S.DISAGREE
8% 0%
AGREE
32%

S.AGREE
60%

85
FIGURE -6 This question was to know that customers attitude towards customer

service and I found that customers were happy with the service and few had denied to

be satisfied with the service

86
7.Do you receive periodic and proper updates regarding

offers and promotions (mails/sms/calls) from Pantaloons?

TABLE-7

Frequency %

Yes 46 92

No 4 8

Total 50 100

0% 0%
NO
8%

YES
92%

INTERPRATATION FIGURE-7

In my survey only 4 respondents did not have PAYBACK card so they were not

getting sms and e.mail updates regarding offers and discount.

87
8.What do you think about current loyalty program?

TABLE-8

Frequency %

Excellent 34 68

Good 16 32

Average

Not good

Total 50 100

AVERAGE NOT GOOD

0% 0%

GOOD
32%

EXCELLENT
68%

INTERPRATATION FIGURE-8

This was to know customer trust on loyalty program I found the that according to

majority of respondents, loyalty program was at the good position and no respondent

marked it as average and bad program

88
9.Do you hold privilege cards of any other retailer ?

If yes, which ?

TABLE-9

Frequency %

Reliance 6 12

Max 4 8

Big Bazaar 9 18

Other 2 4

Total 21 42

OTHER
9%
RELIANCE
29%

B.BAZAAR
43%
MAX
19%

INTERPRATATION FIGURE-9

As we can see that only few respondents were holding the privilege card of retailer,

like Reliance, Max and Big Bazaar.

89
10. Would you recommend your friends to get enrolled in to the green card

program at pantaloons?

TABLE-10

Frequency %

Yes 30 60

No 12 24

May be/cant say 8 16

Total 50 100

CAN'T SAY
16%

NO YES
24% 60%0%

INTERPRATATION FIGURE-10

This question was to know that will customers suggest their friends and relatives to

shop from Pantaloon and I found that most of the respondents were eager to tell

excellent shopping experience to other people and some did not want to share with

any few respondents were thinking about that

90
 FINDINGS

As you can clearly see from the above graphs the loyalty program are

usually preferred by a1l customers who frequently shop at a particular

place. Customers are updated with all offers.

1. CLP of other organized retailers are still less preferred like Reliance

and Max.

2. Most of the respondents are satisfied with the purchase they make.

3. Most of the respondents make heavy purchasing

from the store.

4. Customers are updated with offers and discount.

5. Most of the respondents had long purchase record

91
 LIMITATIONS

I was allowed to process my survey only on weekends.

I din not find any online survey facility there.

Targeted respondents were from upper class and upper middle class

people.

I was allowed to process my survey only at customer service desk, not

anywhere in the store.

92
 RECOMMENDATION

Billing counter should be placed on two sides at every floor for

convenience.

Process of exchange of products should not be time consuming.

More Advertisement has to be done to increase the sale.

Along with discount, Vat charges should be communicated to

customers.

93
 CONCLUSION

In this report we have analyzed in detail the retail industry .We had initially started

with the evolution of the retail sector in India, then moved with various loyalty

programs and benefits, distribution and the growth of the retail sector. We have

also covered issues like the Foreign Direct Investment in the retail sector, the

untapped opportunities that exist in the retail industry in India. We have also

discussed about the bottlenecks that the retail industry is facing in India.

94
 BIBLIOGRAPHY

www.pantaloon.com

www.google.co.in

www.pantaloonretail.in

www.futuregroup.in

Company browsers

Kothari C.R., Research Methodology

www.adityabirlanuvo.net

Books-

Retail Management

Author : Gourav Ghosal

RETAIL Management - A Strategic Approach

Author : Barry Berman & Joel R.Evans

timesofindia.indiatimes.com/keyword/pantaloons

95
 APPENDIX

1. Have you purchased earlier from Pantaloons?

yes [ ] No [ ]

2. Do you have pantaloons green card?

yes [ ] No [ ]

3. How frequently do you shop in pantaloons?

As per needs [ ] Monthly [ ]

Yearly [ ]

4.How satisfied are you with the purchase you made

In Pantaloons?

Highly Satisfied [ ] Satisfied [ ]

Dissatisfied [ ] Highly dissatisfied [ ]

5.In a year how much do you purchase in Pantaloons?

Less than 8000 [ ] 8000-20000 [ ]

20000-40000 [ ] Above 40000 [ ]

96
6.All the problems and queries are solved and answered

Satisfactorily at CUSTOMER SERVICE DESK ?

Agree [ ] Strongly Agree [ ]

Disagree [ ] Strongly disagree [ ]

7.Do you receive periodic and proper updates regarding

offers and promotions (mails/sms/calls) from Pantaloons?

Yes [ ] No [ ]

8.What do you think about current loyalty program?

Excellent [ ] Good [ ] Average [ ]

Not good [ ]

9.Do you hold privilege cards of any other retailer ?

If yes, which ?

Reliance [ ] Max [ ] Big Bazaar [ ]

Other [ ]

97
10. Would you recommend your friends to get enrolled in to the green card

program at pantaloons?

Yes [ ] No [ ] May be/cant say [ ]

Name

Age 18 [ ] 19-25 [ ] 25-40 [ ] 40-60 [ ]

60 [ ]

Address

Phone -

Email -

98