A REPORT ON ORGANIZATION STUDY AND

INTERNSHIP
AT

CENTRAL FASHION MALL

In partial fulfilment of the third semester requirements

for the award of the degree

of
Master of Business Administration

Mahatma Gandhi University,

Kottayam.

Submitted by

MUHAMMED MANAF
2016-2018

ACKNOWLEDGEMENT
First of all, I thank God almighty for his abundant grace and mercy which enabled us in the
finalization of this internship and organizational study. The support and help of a few people
not only enabled us to complete my internship and organizational study successfully, but also
made it a worthwhile experience. I thank the management for providing all the infrastructure
and facilities. I am grateful to director Dr. Stephen Mathews, Berchmans college of
Management for providing us the best facilities and atmosphere for the development and
implementation of our project. I thank Mr. Siby Joseph, HOD for his encouragement and
support also I thank my mentor Mr. Cris Abraham for his valuable suggestions and support.

I express my deep sense of gratitude to Mrs. Pooja M, HR Manager Central 3, J.P. Nagar for
giving me an opportunity to do an internship in the company and special thank my internship
guide Mr. Faheem Pasha Marketing Assistant Central 3, J.P. Nagar for guiding me throughout
the Industrial Training.

I also remember with gratitude, all the employees of Central Mall, who provided me with
information and support from various departments during the training period
 DECLARATION

I, MUHAMMED MANAF, student of Berchmans Institute of management studies, do hereby

declare that this organizational study and internship report conducted at “CENTRAL MALL JP

NAGAR” has been submitted in partial fulfilment of the requirement of the 3rd. semester for the
award of the degree MASTER OF BUSINESS ADMINISTRATION, MAHATMA
GANDHI UNIVERSITY and this is a record of original work, done by me under the guidance of
the faculty Asst. Prof. CRIS ABRAHAM.

I also declare that this report is the result of my own efforts and has not been submitted earlier to
any other university or institution for the award of any degree/diploma/certificate or published any
time before.

Place:

Date: Name:

3
CONTENTS
CHAPTER- 1 ...........................................................................................................................................

1.1 INTRODUCTION ...........................................................................................................................

1.2 SCOPE ..........................................................................................................................................

1.3 SIGNIFICANCE..............................................................................................................................

1.4 PERIOD OF STUDY .......................................................................................................................

1.5 OBJECTIVES .................................................................................................................................

PRIMARY OBJECTIVE......................................................................................................................

SECONDARY OBJECTIVES ...............................................................................................................

1.6 METHODOLOGY ..........................................................................................................................

1.7 LIMITATION .................................................................................................................................

CHAPTER-2 ............................................................................................................................................

INDUSTRY PROFILE ...............................................................................................................................

2.1 HISTORY ......................................................................................................................................

2.2 TYPES OF COMPANIES.................................................................................................................

MAJOR PLAYERS ............................................................................................................................

2.3 EMPLOYMENT .............................................................................................................................

2.4 GROWTH .....................................................................................................................................

2.5 CONTRIBUTION TO THE COUNTRY .............................................................................................

CHAPTER- 3 ...........................................................................................................................................

COMPANY PROFILE ...............................................................................................................................

3.1 COMPANY NAME AND LOGO......................................................................................................

NAME: FUTURE GROUP INDIA Ltd ................................................................................................

4
 LOGO: ............................................................................................................................................

3.2 INTRODUCTION ...........................................................................................................................

CORE VALUES ................................................................................................................................

PROPERTIES OF FUTURE GROUP ..................................................................................................

GUIDING PRINCIPLES .....................................................................................................................

CENTRAL FASHION MALL .................................................................................................................

PRODUCTS AND SERVICES .............................................................................................................

3.3 STRUCTURE OF THE ORGANISATION ..........................................................................................

3.4 DEPARTMENT PROFILE ...............................................................................................................

CORE FUNCTIONAL DEPARTMENTS OF CENTRAL MALL: ..............................................................

SUPPORTING DEPARTMENTS AT CENTRAL MALL ........................................................................

3.5 COMPETITORS .............................................................................................................................

3.6 SWOT ANALYSIS ..........................................................................................................................

CHAPTER- 4 ...........................................................................................................................................

INTERNSHIP DEPARTMENT PROFILE.....................................................................................................

4.1 ROLE AND FUNCTIONS OF THE DEPARTMENT ...........................................................................

MARKETING DEPARTMENT ...........................................................................................................

4.2 HIERARCHY OF THE MARKETING DEPARTMENT.........................................................................

4.3 DECISION MAKING PROCESS.......................................................................................................

4.4 DEPARTMENTAL CORE COMPETENCIES………………………………………………………………………………….

4.5 DEPARTMENTAL OBJECTIVES ......................................................................................................

4.6 KEY RESULT AREAS ......................................................................................................................

CHAPTER -5 ...........................................................................................................................................

KEY LEARNING ......................................................................................................................................

5.1 JOB DESCRIPTIONS ......................................................................................................................

5
5.2 THEORATICAL BACKGROUND .....................................................................................................

5.3 ANALYSIS AND INTERPRETATION................................................................................................

5.5 FINDINGS AND SUGGESTIONS ....................................................................................................

5.6CONCLUSION ................................................................................................................................

BIBLIOGRAPHY ..................................................................................................................................

6
CHAPTER- 1

7
1.1 INTRODUCTION

Internship and organisational study is a part of MBA program which a student has to undergo
two months training during the course of study. It narrows the gap between theoretical knowledge
and practical situations. An intern has to prepare a report at the end of the internship period but
the main objective of the internship is to get the hands-on experience of the real world
organisation. This will allow the students to be prepared for the upcoming corporate challenges
by experiencing real time working environment.

Upon subsequent research to find the best suitable organisation to match my area of interest; I
selected the Marketing Department of a Fashion Mall supremely known for giving more
importance for its customers, employees and for its well defined quality services- Central Mall,
a unit of Future Lifestyle Fashions which is owned by Future Group. The study and internship
done at Central Mall gave me an insight into the various operational levels of the organization.
It gives practical knowledge about the functioning of the Fashion Mall that underlines the
theoretical knowledge. During the period of two months, I was able to experience the various
function of different departments in the Central Mall. I tried to cover all major functions of
marketing Management- Transportation, Storage, Planning, Advertising, Promotion, etc.

1.2 SCOPE

The report is based on the study conducted at Central Fashion Mall. The following are the scope of
the internship cum organisational study.
 The study mainly focused on the overall understanding of the Marketing Department of
Central Fashion Mall.
 The study also aims to know about the functions and procedures in various departments in
the organisation.
 Beyond the theoretical knowledge of the study it is helpful for me to get acquaintances with
the working of Marketing Department.

8
  The study helped me to measure the effectiveness of offers among the customers at Central
Fashion Mall.
 It aims to understand the skill of the Marketing team to convince a customer to buy the
product.

1.3 SIGNIFICANCE

 The significance of the study and internship is that it helps to gain knowledge and experience
and also provided the opportunity to study and understand the prevalent policies and
procedures in the Marketing department.

 It also helped to gain knowledge about the Fashion Retail industry.

1.4 PERIOD OF STUDY

The period of study was two months from May 11th to June 28th

1.5 OBJECTIVES

PRIMARY OBJECTIVE

 To gain an overall understanding about the Fashion Retail sector.

 To understand the activities of Central Fashion Mall.
 To gain practical experience in the jobs carried out in the Marketing Department of Central
Fashion Mall.
 Identifying the different marketing strategies adopted by the Marketing team.

9
SECONDARY OBJECTIVES

 To compare the theoretical knowledge of Marketing with the practical experiences carried out at
Central Fashion Mall.
 To familiarize with the organisations operation and activities, management style and to realize
the gap between the theoretical knowledge with the real world scenarios.
 To gain ideas from experienced people working for marketing department.
 To understand the challenges faced by marketing department.
 To study the functional departments, exist in the organisation.

1.6 METHODOLOGY

DESCRIPTIVE STUDY
Descriptive research can be explained as a statement of affairs as they are at present with the
researcher having no control over variable. Moreover, descriptive research may be characterised
as simply the attempt to determine, describe or identify what is, while analytical research
attempts to establish why it is that way or how it came to be.

SOURCES OF DATA

 PRIMARY SOURCES
 Observation: By observing the working environment.
 Discussion sessions: Discussions with the Marketing Manager, Marketing Assistant, HR
Manager, Other Senior officers and also with the employees.

 SECONDARY SOURCES
 Company website: Visiting the website of the company.

10
1.7 LIMITATION

The limitations were:

 Busy schedules of the Marketing Manager and Marketing Team.
 Busy working environment since it was an old branch and the number of Customers were
high.
 Customer interaction was limited as Customers were busy purchasing and don’t like to be
intercepted.

11
 CHAPTER2

INDUSTRY PROFILE

12
INTRODUCTION
The Apparel Industry consists of companies that design and sell clothing, footwear and accessories.
Product categories include everything from basics, such as underwear, to luxury items, for example,
cashmere sweaters and alligator-skin handbags. Traditionally, apparel companies were wholesalers,
selling large quantities of goods to retailers, which then marked-up items and sold them to consumers
at a profit. However, it's become more difficult to draw a line between wholesalers and retailers;
most apparel companies now have both types of operations.

2.1 HISTORY

Fashion industry, multibillion-dollar global enterprise devoted to the business of making and selling
clothes. Some observers distinguish between the fashion industry (which makes “high fashion”) and
the apparel industry (which makes ordinary clothes or “mass fashion”), but by the 1970s the
boundaries between them had blurred. Fashion is best defined simply as the style or styles of
clothing and accessories worn at any given time by groups of people. There may appear to be
differences between the expensive designer fashions shown on the runways of Paris or New York
and the mass-produced sportswear and street styles sold in malls and markets around the world.
However, the fashion industry encompasses the design, manufacturing, distribution, marketing,
retailing, advertising, and promotion of all types of apparel (men’s, women’s, and children’s) from
the most rarefied and expensive haute couture (literally, “high sewing”) and designer fashions to
ordinary everyday clothing

The fashion industry is a product of the modern age. Prior to the mid-19th century, virtually all
clothing was handmade for individuals, either as home production or on order from dressmakers
and tailors. By the beginning of the 20th century—with the rise of new technologies such as the
sewing machine, the rise of global capitalism and the development of the factory system of
production, and the proliferation of retail outlets such as department stores—clothing had
increasingly come to be mass-produced in standard sizes and sold at fixed prices. Although the
fashion industry developed first in Europe and America, today it is an international and highly
globalized industry, with clothing often designed in one country, manufactured in another, and sold
in a third. For example, an American fashion company might source fabric in China and have the

13
 clothes manufactured in Vietnam, finished in Italy, and shipped to a warehouse in the United States
for distribution to retail outlets internationally. The fashion industry has long been one of the largest
employers in the United States, and it remains so in the 21st century. However, employment
declined considerably as production increasingly moved overseas, especially to China. Because data
on the fashion industry typically are reported for national economies and expressed in terms of the
industry’s many separate sectors, aggregate figures for world production of textiles and clothing are
difficult to obtain. However, by any measure, the industry inarguably accounts for a significant
share of world economic output.

The fashion industry consists of four levels: the production of raw materials, principally fibres and
textiles but also leather and fur; the production of fashion goods by designers, manufacturers,
contractors, and others; retail sales; and various forms of advertising and promotion. These levels
consist of many separate but interdependent sectors, all of which are devoted to the goal of satisfying
consumer demand for apparel under conditions that enable participants in the industry to operate at
a profit.

The Indian retail market is expected to demonstrate a promising year-on-year growth of 6% to reach
USD 865 billion, by 2023, from the current USD 490 billion. The share of apparel in India’s retail
market is 8%, corresponding to a value of USD 40 billion. In addition to fashion apparel, the
growing demand for fashion accessories makes the Indian fashion market both interesting and
lucrative. The Indian fashion retail market has witnessed several fascinating changes and challenges
in recent years, which are indicators of the country’s evolving fashion retail market. The challenges
associated with these changes need to be addressed in the most efficient and prudent manner in
order to harness the concomitant benefits.

Sour

14
 SOURCE : India – briefing ( 2018)

Indian fashion brands are constantly reinventing themselves to evolve with the increasingly
competitive retail landscape. There is now an increasing emphasis on productivity when it comes
to the revenue generated per square foot in physical stores. Therefore, fashion brands are reviewing
their store networks and undertaking conducting structured research when it comes to location,
rentals and sales generation. In the last decade, there has been a manifold increase in the number of
malls, but the quality retail real estate space is still quite limited. Therefore, fashion retailers are
currently not only competing for consumer wallet share but also for prime real estate space due to
the shortage of quality retail real estate developments in India. Demand for right quality retail spaces
in the right locations has increased significantly in recent times.

Across Indian shopping malls, there has a significant rise in the number of retailers in the premium
and high-end fashion segments over the last decade. However, it has become more important than
ever before for retailers to understand the need for customisation of product offerings and formats
across different micro-markets. We have seen that what works in a shopping mall in one region may
not work in another. Within the fashion segment, there are also variations in type and positioning
of brands across various malls depending upon the location and catchment. In other words, the real

15
estate strategies of fashion retailers are customised according to micro-markets, taking into account
the shopping preferences of the potential shoppers.

In order to cater to aspirational and discerning consumers, newer formats that integrate
technology and improved shopper experience have been conceptualized. Retailers have become
more relationship and experience-focused, as opposed to being purely business-oriented. More
efficiency, adoption of technology and increased in-store engagement has become the mantra for
success. Currently, the fashion category occupies 45-60% of mall spaces in India. The past few
years have seen the emergence of national-level women ethnic and fusion wear brands which are
expanding aggressively across the country. Western wear brands, including fast fashion and casual
wear, are also expanding rapidly due to increasing demand by consumers.

Fashion Retail: Key Trends

The key trends witnessed in the fashion category over the years include:

 Increasing number of brands in the premium fashion category

 Entry of newer global brands and fast fashion retailers in India, and subsequently growing
demand for quality Grade A retail real estate space
 Emergence of fast fashion retailers as anchors in malls
 Introduction of newer formats and the adoption of technology by fashion retailers
 Growing prominence of western wear and fusion wear
 Customization of retailers’ real estate strategies for different micro markets
 Increasing competition necessitating regular evaluation of brands’ performances by shopping
malls
 Regular churn in prime shopping malls to accommodate newer global and high performing
brands

The Future

16
  Fashion retailers will continue to command a prominent presence in Indian shopping malls.
It is expected that more fashion brands will open ‘experience stores’ and newer formats,
and strengthen their footprints across the country.

 Established fashion retailers will look for opportunities in secondary and tertiary cities in
order to grow further.
 National fashion retailers are expected to innovate and come up with newer formats to sustain
in the highly competitive market environment. Interactive and enhanced consumer
experience will be the key for success for fashion retailers.
 The Indian fashion retail market is open for greater brand assortment, but requires customized
approaches as each market is unique with different requirements and preferences.
 Going forward, there will be more investments by international retailers to expand their
networks to maximize profitability

Market Overview

Indian economy, one of the fastest growing economies of the world, is witnessing major shifts in
consumer preferences. Increasing disposable income, brand awareness and increasing tech-savvy
millennial population are the driving factors of corporatized retail within the country. Overall, Indian
retail scenario has shown sustainable long-term growth compared to other developing economies.

Indian apparel industry which is the second largest contributor in the retail industry after food and
grocery is seeing some major shifts. Entry of international brands, changes in preferences from non-
branded to branded, the fast growing economy, large young consuming population in the country has
made India a highly lucrative market. India has the world’s largest youth population, which is
becoming fashion conscious owing to mass media and social media penetration. This has opened
unprecedented retail market opportunities. The promising growth rate of 9.7 per cent makes the
Indian fashion industry prominent in the retail sector. Within the retail categories, apparel retail has
demonstrated comparatively high receptivity towards corporatized retail. High penetration of
corporatized retail in apparel has also paved the way to introduce more formal and systematic
processes and procedures in operations, procurement and distribution. As a consequence, apparel

17
retail market has managed to harness the advantages offered by modern management concepts
leading to improved product offering, better customer management and scientific supply chain
management techniques. It is expected that apparel retail will continue to witness deeper penetration
of corporatized retail beyond the major urban clusters and the increase in the demand of branded
products. The Indian apparel market can be broadly classified into men’s wear, women’s wear and
kids wear. Currently, men’s wear holds major share in the apparel market.

Men’s wear

The various product categories of men’s wear segment include shirts, trousers, suits, winter wear, t-
shirts, denim, daily wear, active wear, ethnic, innerwear, etc. Shirts are the single largest category in
men’s wear, followed by trousers and denim. In recent years, denim, active wear and t-shirts have
shown promising growth and are expected to grow at high CAGRs of 14 per cent, 14 per cent and
12 per cent respectively, owing to changing preference of the consumers. While denim and t-shirts
have matured as categories and have shown a consistent growth over a considerable period of time,
active wear has recently evolved and has high growth potential. This is due to the boom in fitness
and healthcare. In addition, the consumers in India have evolved and now understand that clothing
for fitness is different from everyday clothing. These factors contribute to high growth projections
of 14 per cent over the next decade. The growth in this category is not just restricted to metros and
Tier -I cities and has shown growth in Tier –II and –III cities as well.

Women’s wear

The women’s wear market in India contributes 38 per cent of the total apparel industry. Globalization
coupled with fast fashion has resulted in awareness on fashion trends and styling. Further, the
increase in number of working women has fueled the women’s wear market. The demand is expected
for western wear, fusion wear and occasion specific ethnic wear. Women’s wear in India comprises
of ethnic wear, western wear, Indo-western, innerwear, etc. Ethnic wear is the single biggest category
in women’s wear segment with a share of 66 per cent. In ethnic wear, the saree is perhaps the most
common traditional Indian dress for women and has a market of Rs 37,837 crore. Though a market
shift is expected from saree to salwar kameez and western wear in urban and semi-urban markets,

18
saree will still remain as the predominant category among elderly and middle aged women across
urban and rural India.
Salwar kameez is another dominating category in ethnic wear, especially among the working women
because of its comfort level. it has started facing stiff competition from the western wear owing to
increased number of working women in the country, especially in urban areas. The increased
competition from western wear has resulted in a new category — Indo-western (fusion-wear).
The innerwear category is another promising category in the women’s wear market. Branded
innerwear presently contributes about 35- 40 per cent of the total women’s innerwear market and is
expected to reach to 40-45 per cent in 2020. Women’s t-shirts and tops categories are also growing
fast owing to generic inclination for western wear categories.

Kid swear

The kids wear segment is one of the fastest growing segments in the Indian apparel market. With
such market potential, a number of national and international players have entered this segment.
India, being one of the youngest nations in the world with 29 per cent of its population less than 14
years is a lucrative market. The competition between the new entrants and existing players has
ultimately benefited the Indian consumers as the firms have shifted their focus to improve the quality
while reducing costs at the same time.
With growing disposable income, exposure to global fashion trends and entrance of foreign brands
in the country – spending on kids wear by Indian populace has increased. The kids wear market can
be categorized into boy’s wear and girl’s wear.

Boy’s wear

The various categories among boy’s wear are t-shirts, denims, bottom wear, ethnic, winter wear and
uniforms. Uniforms, t-shirts and bottom wear are the dominating categories among boy’s wear. They
together contribute around 78 per cent of the total boy’s wear market. However, t-shirts and denims
are considered high growth potential categories in the segment with a CAGR of 12 per cent and 15
per cent respectively. The increased fashion awareness among kids has made western wear such as
denims and t-shirts popular.

19
Girl’s wear

Girl’s wear market, which accounts for remaining 49 per cent of the kids wear market, comprises of
bottom wear, ethnics, t-shirts, denims, dresses, winter wear and uniforms. Like boy’s wear, uniforms
are the dominating category among girl’s wear as well. Another dominant category in this segment
is ethnic wear, which comprises 23 per cent of the girl’s wear market. But, a major shift has been
seen in trend among girl’s wear in recent years. Western wear categories such as denims and t-shirts
are growing faster than traditional categories.

2.1 HISTORY

Fashion industry, multibillion-dollar global enterprise devoted to the business of making and
selling clothes. Some observers distinguish between the fashion industry (which makes “high
fashion”) and the apparel industry (which makes ordinary clothes or “mass fashion”), but by the
1970s the boundaries between them had blurred. Fashion is best defined simply as the style or
styles of clothing and accessories worn at any given time by groups of people. There may appear to
be differences between the expensive designer fashions shown on the runways of Paris or New
York and the mass-produced sportswear and street styles sold in malls and markets around the
world. However, the fashion industry encompasses the design, manufacturing, distribution,
marketing, retailing, advertising, and promotion of all types of apparel (men’s, women’s, and
children’s) from the most rarefied and expensive haute couture (literally, “high sewing”) and
designer fashions to ordinary everyday clothing

The fashion industry is a product of the modern age. Prior to the mid-19th century, virtually all
clothing was handmade for individuals, either as home production or on order from dressmakers
and tailors. By the beginning of the 20th century—with the rise of new technologies such as the
sewing machine, the rise of global capitalism and the development of the factory system of
production, and the proliferation of retail outlets such as department stores—clothing had
increasingly come to be mass-produced in standard sizes and sold at fixed prices. Although the
fashion industry developed first in Europe and America, today it is an international and highly
globalized industry, with clothing often designed in one country, manufactured in another, and sold

20
in a third. For example, an American fashion company might source fabric in China and have the
clothes manufactured in Vietnam, finished in Italy, and shipped to a warehouse in the United States
for distribution to retail outlets internationally. The fashion industry has long been one of the
largest employers in the United States, and it remains so in the 21st century. However, employment
declined considerably as production increasingly moved overseas, especially to China. Because
data on the fashion industry typically are reported for national economies and expressed in terms of
the industry’s many separate sectors, aggregate figures for world production of textiles and
clothing are difficult to obtain. However, by any measure, the industry inarguably accounts for a
significant share of world economic output.

The fashion industry consists of four levels: the production of raw materials, principally fibres and
textiles but also leather and fur; the production of fashion goods by designers, manufacturers,
contractors, and others; retail sales; and various forms of advertising and promotion. These levels
consist of many separate but interdependent sectors, all of which are devoted to the goal of
satisfying consumer demand for apparel under conditions that enable participants in the industry to
operate at a profit.

The Indian retail market is expected to demonstrate a promising year-on-year growth of 6% to

reach USD 865 billion, by 2023, from the current USD 490 billion. The share of apparel in India’s
retail market is 8%, corresponding to a value of USD 40 billion. In addition to fashion apparel, the
growing demand for fashion accessories makes the Indian fashion market both interesting and
lucrative. The Indian fashion retail market has witnessed several fascinating changes and
challenges in recent years, which are indicators of the country’s evolving fashion retail market. The
challenges associated with these changes need to be addressed in the most efficient and prudent
manner in order to harness the concomitant benefits.

Indian fashion brands are constantly reinventing themselves to evolve with the increasingly
competitive retail landscape. There is now an increasing emphasis on productivity when it comes to
the revenue generated per square foot in physical stores. Therefore, fashion brands are reviewing
their store networks and undertaking conducting structured research when it comes to location,
rentals and sales generation. In the last decade, there has been a manifold increase in the number of
malls, but the quality retail real estate space is still quite limited. Therefore, fashion retailers are

21
currently not only competing for consumer wallet share but also for prime real estate space due to
the shortage of quality retail real estate developments in India. Demand for right quality retail
spaces in the right locations has increased significantly in recent times.

Across Indian shopping malls, there has a significant rise in the number of retailers in the premium
and high-end fashion segments over the last decade. However, it has become more important than
ever before for retailers to understand the need for customisation of product offerings and formats
across different micro-markets. We have seen that what works in a shopping mall in one region
may not work in another. Within the fashion segment, there are also variations in type and
positioning of brands across various malls depending upon the location and catchment. In other
words, the real estate strategies of fashion retailers are customised according to micro-markets,
taking into account the shopping preferences of the potential shoppers.

In order to cater to aspirational and discerning consumers, newer formats that integrate technology
and improved shopper experience have been conceptualized. Retailers have become more
relationship and experience-focused, as opposed to being purely business-oriented. More
efficiency, adoption of technology and increased in-store engagement has become the mantra for
success. Currently, the fashion category occupies 45-60% of mall spaces in India. The past few
years have seen the emergence of national-level women ethnic and fusion wear brands which are
expanding aggressively across the country. Western wear brands, including fast fashion and casual
wear, are also expanding rapidly due to increasing demand by consumers.

2.2 TYPES OF COMPANIES

22
  Department Stores

A department store is a set-up which offers wide range of products to the end-users under one roof.
In a department store, the consumers can get almost all the products they aspire to shop at one
place only. Department stores provide a wide range of options to the consumers and thus fulfil all
their shopping needs. Examples – Shoppers Stop, Pantaloon

 Discount Stores

Discount stores also offer a huge range of products to the end-users but at a discounted rate. The
discount stores generally offer a limited range and the quality in certain cases might be a little
inferior as compared to the department stores.
Wal-Mart currently operates more than 1300 discount stores in United States. In India Vishal Mega
Mart comes under discount store.

 Supermarket

23
A retail store which generally sells food products and household items, properly placed and
arranged in specific departments is called a supermarket. A supermarket is an advanced form of the
small grocery stores and caters to the household needs of the consumer. The various food products
(meat, vegetables, dairy products, juices etc.) are all properly displayed at their respective
departments to catch the attention of the customers and for them to pick any merchandise
depending on their choice and need.

 Warehouse Stores

A retail format which sells limited stock in bulk at a discounted rate is called as warehouse store.
Warehouse stores do not bother much about the interiors of the store and the products are not
properly displayed.

 Mom and Pop Store (also called Kirana Store in India)

Mom and Pop stores are the small stores run by individuals in the nearby locality to cater to daily
needs of the consumers staying in the vicinity. They offer selected items and are not at all
organized. The size of the store would not be very big and depends on the land available to the
owner. They wouldn’t offer high-end products.

 Speciality Stores

As the name suggests, Speciality store would specialize in a particular product and would not sell
anything else apart from the specific range. Speciality stores sell only selective items of one
particular brand to the consumers and primarily focus on high customer satisfaction.
Example -You will find only Reebok merchandise at Reebok store and nothing else, thus making it
a speciality store. You can never find Adidas shoes at a Reebok outlet.

 Malls

Many retail stores operating at one place form a mall. A mall would consist of several retail outlets
each selling their own merchandise but at a common platform.

24
  E Tailers

Now a day the customers have the option of shopping while sitting at their homes. They can place
their order through internet, pay with the help of debit or credit cards and the products are delivered
at their homes only. However, there are chances that the products ordered might not reach in the
same condition as they were ordered. This kind of shopping is convenient for those who have a
hectic schedule and are reluctant to go to retail outlets. In this kind of shopping; the transportation
charges are borne by the consumer itself.
Example – EBAY, Rediff Shopping, Amazon

 Dollar Stores

Dollar stores offer selected products at extremely low rates but here the prices are fixed.
Example – 99 Store would offer all its merchandise at Rs 99 only. No further bargaining is
Entertained. However, the quality of the product is always in doubt at the discount stores.

PROFILES OF SOME OF THE MAJOR PLAYERS IN THE FASHION RETAIL

INDUSTRY

Avenue Supermarkets Limited (D- Mart)

DMart is a supermarket chain that offers customers a range of home and personal products under
one roof. Each DMart store stocks home utility products, including food, toiletries, beauty
products, garments, kitchenware, bed and bath linen, home appliances and others. The company
offers its products under various categories, such as bed and bath, dairy and frozen, fruits and
vegetables, crockery, toys and games, kid’s apparel, ladies garments, apparel for men, home and
personal care, daily essentials, grocery and staples, and DMart brands. DMart has a presence in

25
over 158 locations across Maharashtra, Gujarat, Andhra Pradesh, Madhya Pradesh, Karnataka,
Telangana, Chhattisgarh, NCR, Tamil Nadu, Punjab and Rajasthan. The company has multiple
stores in cities, such as Mumbai, Ahmedabad, Baroda, Bengaluru, Hyderabad, Pune and Surat.

Shoppers Stop

The company is engaged in the business of retailing a range of household and consumer products
through departmental stores. Its products include apparels and non-apparels. Its non-apparel
category includes cosmetics, personal accessories and leather goods, home wares, electronics,
books and music. The company, through its website, Shoppersstop.com, offers international and
national brands in men’s, women’s and kids apparel; gifts and fashion accessories, such as ladies
watches, men’s watches, artificial jewellery, fine jewellery, handbags, fragrances, men’s and
women’s footwear, home furnishing and décor products. It has over six private brands namely
STOP, Kashish, Life, Haute Curry, Velorio Fratini and Elliza Donatein. It offers First Citizen
Loyalty Program for customers. Its application is available on Google Play Store and Apple App
Store.

Aditya Birla Fashion & Retail Ltd (Pantaloons)

Aditya Birla Fashion and Retail Ltd. (ABFRL) formerly known as Pantaloons Fashion & Retail
Limited was formed after the consolidation of the branded apparel businesses of Aditya Birla
Group comprising Aditya Birla Nuvo Ltd.’s (ABNL) Madura Fashion division and ABNL’s
subsidiaries Pantaloons Fashion & Retail Limited (PFRL) and Madura Garments Lifestyle Retail
Company Limited (MGLRCL) in May 2015. Post the consolidation PFRL was renamed as Aditya
Birla Fashion and Retail Limited with effect from 12 January 2016. ABFRL is India’s No 1
Fashion Lifestyle entity. It altogether hosts India’s largest fashion network with over 8000 points of
sale in over 700+ cities and towns which include more than 2000 exclusive ABFRL brand outlets.
Pantaloons Fashion & Retail Limited (PFRL) was listed on the bourses and trading in the
company’s share commenced 17 July 2013after implementation of a Scheme of Demerger. The
Scheme of Arrangement under Sections 391-394 of the Companies Act 1956 entered into between
Future Retail Limited (earlier known as Pantaloon Retail (India) Limited) (FRL) PFRL and their
respective shareholders and creditors and Indigold Trade and Services Limited (ITSL) (as the

26
shareholder of PFRL) regarding the demerger of the Pantaloons Format Business (Demerged
Undertaking) of FRL (Scheme) was made effective by the Board of Directors of PFRL at its
meeting held on 8 April 2013 after receipt of all the requisite approvals and on completion of all
the conditions precedents enumerated in the Scheme. Accordingly as per the terms of the Scheme
the entire Demerged Undertaking was transferred to and vested in PFRL with effect from 1 July
2012. In terms of the Scheme the name of the company was changed from Peter England Fashions
and Retail Limited to Pantaloons Fashion & Retail Limited (PFRL) and the Authorised Equity
Share Capital of the company was increased from Rs 10 crore to Rs 100 crore

Reliance Retail Ltd.

Reliance Retail Limited is a subsidiary company of Reliance Industries Limited. Founded in 2006,
it is the largest retailer in India in terms of revenue. Founder of Reliance Retail is Mukesh Ambani
and V Subramaniam is CEO. Its retail outlets offer foods, groceries, apparel and footwear, lifestyle
and home improvement products, electronic goods, and farm implements and inputs. The
company’s 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

Trent Ltd (Westside)

The company has already established 151 Westside departmental stores measuring 8,000-34,000
sqft in floor space across 82 cities. The Westside format offers a predominantly exclusive brands
model across women’s wear, menswear, kids’ wear, footwear, lingerie, cosmetics, perfumes and
handbags, household furniture and accessories. Well designed interiors and prime locations
enhance the customer’s shopping experience. Trent ventured into the hypermarket business in 2004
with Star Bazaar, providing an assortment of products made available at the lowest prices, aptly
exemplifying its ‘Helping you spend less’ motto. This store offers customers an array of products
that include staple foods, beverages, health & beauty products, consumer electronics and household

27
items at the most affordable prices. Star Bazaar also includes a large range of fashionable in-house
garments for men, women and children, available exclusively at the store.
This store offers customers an eclectic array of products that include staple foods, beverages, health
and beauty products, vegetables, fruits, dairy products, consumer electronics and household items
at the most affordable prices. Star Bazaar also includes a large range of fashionable in-house
garments for men, women and children, exclusively available at the store

2.4 EMPLOYMENT

Retailing in India is one of the pillars of its economy and accounts for about 10 percent of its GDP.
The Indian retail market is estimated to be US$ 600 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.

Types of Employment Roles in the Fashion Retail Industry

• Store managers are at the forefront of the retail business as they interact with staff
and customers on the shop floor. You would have general responsibility for meeting
sales targets, checking stock levels, ensuring customers receive good service and
keeping an eye on staff performance.

• Buyers are responsible for selecting and purchasing new product ranges that are
suitable for a store’s customers. You could buy for a department, a store or even a
whole chain. Duties involve checking whether products are selling well and
bringing in new lines that will be popular and set your store apart from the
competition.

• Merchandisers ensure their departments hit sales targets and make a profit by
organising promotional events and finding the quickest ways to buy the right
amount of stock. You would predict which products will be the best sellers, what

28
 lines you should stock in the future and how much money your department will
make in the coming months based on how products are selling.

• Visual merchandisers create striking store displays that draw customers in and
boost sales. You would consider space, lighting and store guidelines while boosting
the retailer’s image and brand.

• Product technologists are responsible for the quality, safety and legality of
products and are needed for a wide range of goods such as clothing, food, electrical
goods and toys. You would also be responsible for creating new products and
improving existing ones.

• Fashion designers work for retailers and mass market design ‘houses’, producing
high-street brands. The role involves drawing sketches, selecting fabrics, creating
patterns and samples, checking which designs are popular, overseeing production
and negotiating costs and prices.

• Logistics is defined as organising the transportation of products from manufacturers

to distributors in the most cost-effective, fast and environmentally friendly way
possible.

There are also roles available for people who have skills in finance and marketing. Retailers need
people who have a head for figures.

2.5 GROWTH

Over the last two years, India, one of the world’s fastest growing economies, has surpassed China
as the most lucrative retail market. The roll out of the much-anticipated Goods and Services Tax in
2017 has brought good news for the retail industry in the country, creating a unified market for
products and services as well as significantly eliminating superfluous tax burdens which businesses
had to deal with until recently. The rise in demand for luxury goods and services, as well as

29
premium brands, among Indians from both urban and semi-urban/rural geographies over the past
year also increasingly points towards a fundamental shift in consumer preferences. As a result of
these changing market dynamics, the projections for long-term growth in the industry are steadier
in comparison to other developing economies.

The fashion/apparels retail sector is where the most growth in the future will be centred.
Transforming rapidly in terms of competition and consumer behaviour, fashion retail’s growth has
been the result of rising disposable incomes, changing consumer preferences, greater brand
awareness, ever-increasing internet/smartphone penetration, and a rapidly growing millennials/Gen
Population.

Urbanisation across various parts of the country has led to an expanding retail market, presenting a
lucrative opportunity for both domestic and international brands. With competition from the e-
commerce industry only intensifying, several big names in Indian retail launched their own online
channels in the past year. Growing digitisation has also resulted in the rise of omnichannel
retailing, with the integration of offline selling and digital marketing paving the way for greater
market expansion

In another difference from major global markets, the men’s share of the fashion market is
substantially higher than that of women. Though the gap is reducing, and by 2022, both men’s and
women’s share of the total fashion market is likely to be 39% each. Keeping in mind India’s
demographics wherein almost 28% of the population is below 15 years of age (325 – 350 million),
it is no surprise that kids account for nearly 20% of the total fashion market in 2017 and their share
will actually increase marginally to 22% by 2022. With a steady increase in the overall retail
spending of the Indian consumer, and specifically that of the fashion segment, India has seen a
rapid increase in brands, both local and international, In recent years, one of the biggest surprises
(for Indian retailers and Indian fashion brands) has been the spectacular success of H&M and Zara
in particular. Both these retail brands have seen strong acceptance from Indian consumers across all
the geographies that they are currently operating in, with their growth apparently limited only by
their ability to find suitable retail locations across India and therefore their ability to increase their
physical footprint in India. H&M is now trying to address this challenge by launching their own
online shopping portal which should help them access many more potential customers across India.

30
2.7 CONTRIBUTION TO THE COUNTRY

• Employment opportunities were created by the Fashion industry for the Youth who
is interested in converting his creativity to dresses and fabric designs.

• Indian Fashion Industry has contributed to the higher increase in Export and Import
share. India is the third largest producer of cotton and second largest producer of
silk

31
 CHAPTER 3

COMPANY PROFILE

32
33
Industry FASHION RETAIL

Founded 2004

Founder Kishore Biyani

Headquarters Knowledge House, Shyam Nagar

Off Jogeshwari-Vikhroli Link Road

Jogeshwari (East),

Mumbai

Number of locations 36 Retail Malls (2019)

Area served India

Website https://centralandme.com/

34
Company Name FUTURE GROUP INDIA

Ownership Type PUBLIC

Knowledge House, Shyam Nagar

Registered Address
Off Jogeshwari-Vikhroli Link Road
Jogeshwari (East),
Mumbai

Category Company limited by shares

Sub Category Non-Government Company

Corporate Identification
L51909MH2007PLC268269
Number (CIN)

Year of Establishment 1987

Age of Company 32 Years

MUMBAI
Primary Location

35
CENTRAL

CENTRAL was built keeping in mind the proposition of offering the consumer the
benefits of shopping, eating and celebrating, right in the heart of the city. Central is
the best example of pooled insights and processes leading to new discoveries. A
noticeable initiative was the formation of key brand relationship teams for the top ten
performing brands in terms of revenue and profits. This resulted in maximized returns
for both the store as well as the brand owners. As on June 2007, there were 4 Centrals
operational in Bangalore, Hyderabad, Pune and Vadodara spread over nearly 0.60
million sq. The fourth Central mall spread over nearly 150,000 square feet was
launched in Vadodara in January 2007.
Central also initiated the creation of a seamless technology integration experience
between the merchandise management and brands retail team, as a pilot study. The
important aspect of Inventory Management is also being addressed more effectively
with the pilot implementation of RFID (Radio Frequency Identification Device) across
some categories in all Central stores. This technology enhancement is expected to have
a positive impact on inventory handling and reconciliation and will gradually include
most merchandise categories.

The existing stores will be upgraded through addition of new product categories.
Efforts are also being made to forgestrateg alliances with other established
international brands.

36
 Marketing
manager

Marketing assistant

37
FUTURE GROUP

Future Group is India’s leading business group that caters to the entire Indian consumption space.
Led by Mr. Kishore Biyani, the Future Group operates through six verticals: operates through six
verticals: Retail, Capital, Brands, Space, Media and Logistics.

Apart from Pantaloons Retail, the group’s presence in the retail space is complemented by group
companies, Indus League Clothing, which owns leading apparel brands like Indigo Nation, Scullers
and Urban Yoga, and Galaxy Entertainment Limited that operates Bowling Co, Sports Bar and Brew
Bar and

The group’s joint venture partners include French retailer ETAM group, US-based stationary
products retailer, Staples and UK-based Lee Cooper. Group Company, Planet Retail, owns and
operates the franchisee of international brands like Marks & Spencer, Next, Debenhams and Guess
in India.

The group’s Indian joint venture partners include, Manipal Healthcare, Talwalkar’s, Blue Foods and
Liberty Shoes.

Future Capital Holdings, the group’s financial arm, focuses on asset management and consumer
credit. It manages assets worth over $1 billion that are being invested in developing retail real estate
and consumer-related brands and hotels. The group has launched a consumer credit and financial
supermarket format, Future Money and soon plans to offer insurance products through a joint
venture with Italian insurance major, General.

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

One of Asia’s largest property companies Future Group’s vision is to, “deliver Everything,
Everywhere, Every time to Every Indian Consumer in the most profitable manner.” The group
considers ‘Indian-ness’ as a core value and its corporate credo is - Rewrite rules, Retain values.

“Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards and
perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create

38
new opportunities and new successes. To strive for a glorious future brings to us our strength, our
ability to learn, unlearn and re-learn our ability to evolve.

The motto of Future Group, to not to wait for the Future to unfold itself but create future scenarios
in the consumer space and facilitate consumption because consumption is development. Thereby, it
will effect socio-economic development for their customers, employees, shareholders, associates and
partners.

Their customers will not just get what they need, but also get them where, how and when they
need. They are not just posting satisfactory results; they are writing success stories.

Future Group is one of the country’s leading business groups present in retail, asset management,
consumer finance, insurance, retail media, retail spaces and logistics. The group’s flagship company,
Pantaloons Retail (India) Limited operates over 10 million square feet of retail space, has over 1,000
stores and employs over 30,000 people. Future Group is present in 61 cities and 65 rural locations
in India. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar,
Home Town, eZone, Depot, Future Money and online retail format, futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future General India Indus League
Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co. Future
Capital Holdings, the group’s financial arm, focuses on asset management and consumer credit. It
manages assets worth over $1 billion that are being invested in developing retail real estate and
consumer-related brands and hotels.

39
40
Mr. Kishore_Biyani, (Managing
Director)

Mr. Kishore Biyani is the Chief

Executive Officer of Future Group and
Managing Director, Pantaloons Retail
India Ltd. He started off his
entrepreneurial career with
manufacturing and distribution of
branded men’s wear products. In 1997
Kishore Biyani led the group’s foray
into modern retail with the opening up
of the first department store Pantaloons
in Kolkata. In 2001 he created and
evolved a Pan-Indian, class-less model
–Big Bazaar a hyper market chain followed by Food Bazaar, a super market chain which blended the
look, touch and feel of Indian Bazaars with western hygiene. This was followed by Central, a first of
its kind seamless mall located in the heart of major Indian cities.

As the CEO of Future Group, Kishore Biyani leads the group’s presence across the Indian
consumption space. Kishore Biyani prides in being an Indian.

Mr. Gopikishan Biyani (Whole Time Director)

Gopi Kishan Biyani is Commerce graduate and has more than twenty years of experience in the
Textile Business.

Mr. Rakesh Biyani (CEO – Retail)

Rakesh Biyani is Commerce graduate and has been actively involved in category management; retail
stores operations, IT and exports. He has been instrumental in the implementation of the various new
retail formats.

41
Ved Prakash Arya (Independent Director)
He is an MBA from IIM-Ahmadabad, AMP from Harvard University and ESSEC-France. His
previous assignments were CEO - Globus, H&R Johnson, Asia net Satellite Communications,
Hathway Investments.

Mr. Shailesh Haribhakti (Independent Director)

Shales Hari bhakti is a Chartered Accountant, Cost Accountant, and a Certified Internal Auditor.
He is the Deputy Managing Partner of Hari bhakti & Co., Chartered Accountants and past president
of Indian Merchant Chambers.
He is on the Board of several Public Limited Companies, including Indian Petrochemicals
Corporation Ltd., Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1,
1999.

Mr. S. Doreswamy (Independent Director)

S. Doreswamy is a former Chairman and Managing Director of Central Bank of India and serves on
the Board of DSP Merrill Lynch Trustee and Co and Ceat Ltd. among others.

Dr. D.O. Koshy (Independent Director)

Dr. D.O. Koshy holds a doctorate from IIT, Delhi and is the Director of National Institute of Design
(NID), Ahmadabad. HE was over 24-year rich experience in the textiles and garment industry and
was instrumental in setting up of NIFT centers in Delhi, Chennai and Bangalore. He is renowned
consultant specializing in international marketing and apparel retail management.

Ms. Anju Poddar (Independent Director)

Anju Poddar holds a bachelor of Engineering from university of Oklahoma and is a Director of,
NIFT; Hyderabad chapter. She also serves on the board of Maharishi Commerce Ltd. and Samay
Books Ltd among others.

Ms. Bala Deshpande (Independent Director)

Ms. Bala Deshpande is Executive Director ICICI Venture Funds and also serves on the Boards of
Deccan Aviation, Nagarjuna Construction Welspun India and Shopper’s Stop Ltd among others.

42
Mr. Nil Harish (Independent Director)
Anil Harish is the partner of DM Harish & Co. Associates and solicitors and LLM from university
of Miami. He also serves the Board Mahindra Gesco, Unitech, Induslnd bank and Hinduja TMT,
among others.

43
44
45
46
47
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.

48
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 all 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.

BUSINESSES
Future Group is a corporate group and nearly all of its businesses are managed through its various
operating companies based on the target sectors.
These are as follows:
 Future Retail Ltd
 Future Lifestyle Fashion Ltd
 Future Consumer Limited (earlier known as Future Consumer Enterprise Limited)

FUTURE GROUP RETAIL SERVICES

FBB (Fashion
@ Big Bazaar)

Future
Group
retail
services

Big Bazaar Easy day

Fashion @ Big Bazaar

49
fbb has been satisfying the fashion enthusiasts of India with modern and trendy apparel
since the past eight years. With one specific idea of “making India thoda aur
stylish”, fbb have made it their mission to provide stylish quality fashion at pocket
friendly prices. Bringing global trends to Indian homes at affordable prices is what fbb is
all about. fbb attract new faces every day through an established pan India presence in
more than 100 cities with over 340 fbb outlets, exclusive and inside Big Bazaar stores as
well. Fbb has their own brands like Hey, Morpankh, DJ&C, Buffalo, Srishti, Knighthood,
Spunk, Pink & Blue and DJnC kids. A special line of Lee Cooper Original fashion
exclusive to fbb and Disney merchandise for kids is also available.

Big Bazaar

Big Bazaar is an Indian retail chain of hypermarkets, discount department stores, and grocery
stores. The retail chain was founded by Kishore Biyani under his parent organisation Future
Group which is known for having a significant prominence in Indian retail and fashion sectors. Big
Bazaar is also the parent chain of Food Bazaar, Fashion at Big Bazaar (abbreviated as fbb) and eZone
where at locations it houses all under one roof, while it is sister chain of retail outlets like Brand
Factory, Home Town, Central, eZone, etc.

Founded in 2001, Big Bazaar is one of the oldest and largest hypermarkets chains of India, housing
about 250+ stores in over 120 cities and towns across the country

EASY DAY

Easy day is an Indian retail brand that runs chains of consumer retail supermarkets and convenience
stores. The brand is wholly owned by Future Retail Ltd. Bharti Enterprises announced its foray into
retail in February 2007 and the first store was opened in Punjab in April 2008. Easy day presently
has 523 stores across 12 states.. Future Group, that owns and operate Big Bazaar, combined retail
operations with Easy day in May 2015. The merger has created one of India's biggest retail chains
with more than 890 stores in 246 cities in India

50
 FUTURE LIFESTYLE FASHIONS

Future
Lifestyle
Fashion Ltd

Central Brand
Factory

CENTRAL

Central was built keeping in mind the proposition of offering the consumer the benefits of
shopping, eating and celebrating, right in the heart of the city. Central is the best example of pooled
insights and processes leading to new discoveries. A noticeable initiative was the formation of key
brand relationship teams for the top ten performing brands in terms of revenue and profits. This
resulted in maximized returns for both the store as well as the brand owners. As on June 2007,
there were 4 Centrals operational in Bangalore, Hyderabad, Pune and Vadodara spread over nearly
0.60 million sq.ft. The fourth Central mall spread over nearly 150,000 square feet was launched in
Vadodara in January 2007.
Central also initiated the creation of a seamless technology integration experience between the
merchandise management and brands retail team, as a pilot study. The important aspect of
Inventory Management is also being addressed more effectively with the pilot implementation of
RFID (Radio Frequency Identification Device) across some categories in all Central stores. This
technology enhancement is expected to have a positive impact on inventory handling and
reconciliation and will gradually include most merchandise categories. In FY 2008 Central is
poised to expand its footprint to new cities with the opening of 3 more malls.
The existing stores will be upgraded through addition of new product categories. Efforts are also
being made to forge strategic alliances with other established international brands.

51
BRAND FACTORY

Brand Factory is an exclusive chain of all year discount stores offering the very best of national
and international fashion brands. Launched in the second quarter of FY 2007, Brand Factory
clocked footfalls in excess of 2 million and nearly 30 per cent of customers at each store were
repeat customers. The intent, with Brand Factory, was to offer the customer the true brand
experience at discounted prices. It was the price that got slashed, not the experience.
Primarily focused on retailing apparel, accessories and footwear at discounted prices, these stores
(each in excess of 60,000 square feet) showcase some of the best known brands including Diesel,
Esprit, Levi’s, Wrangler, Pepe, Lee, Louis Philippe, Arrow, Bossini and Van Heusen. Some new
categories introduced during the year under review include music, electronics and luggage. As on
June 2007, there were 5 Brand Factory stores operational, spread over nearly 335,000 square feet in
Hyderabad, Bangalore, Pune and Ahmedabad. During FY 2008, nearly 5 Brand Factory outlets were
launched in addition to the existing stores.

OTHERS:-

FOOD BAZAAR
Based on the company’s in-house consumer data and research, and in cognizance with observations
on customer movements and the shopping convenience factor, Food Bazaar has initiated
refurbishments and layout design across all stores. The intention is to continuously change with the
demands of the evolving Indian consumer. The total count of Food Bazaars as on 30th June 2007
stands at 86 stores in 26 cities. The company’s private label program gained significance. The
brands have been very competitive vis-à-vis the established brands in quality and price terms, and
have scored better than major players in certain categories. The share of private labels as a
percentage of total Food Bazaar revenues has increased significantly and comprises nearly 50
merchandise categories.
The Fresh & Pure brand entered categories of cheese slices, frozen peas, honey, packaged drinking
water and packaged tea; the Tasty Treat brand received a favourable response in new categories
like namkeens and wafers. In the home care category, Caremate launched aluminium foil and baby
diapers while clean mate launched detergent bars and scrubbers. A new format „BB Wholesale

52
Club‟ was launched and 4 such stores have been opened so far. To be managed by Food Bazaar,
this format sells multi-packs and bulk packs of a select range of fast moving categories and caters
to price sensitive customers and smaller retailers. The company has also forged tie-ups with
companies like ITC, Adanis, DCM Group, USAID and other farm groups in Maharashtra and
Madhya Pradesh to source directly from them. These alliances are expected to drive efficiencies as
well as bring better products to consumers.
By the end of FY 07-08, the total number of Food Bazaar stores is expected to be 200.

HOME TOWN
The company launched its first Home Town of 125,000 square feet in April 2007, at Great India
Place, Noida. The second store opened in June 2007 at Acropolis Mall, Ahmadabad. The total retail
area is at 255,000 square feet. The Home Towns were well received by customers and trade. The
B2B business has received several enquiries and a separate business unit focusing on institutional
trade has been formed. A few of the country’s leading real estate companies placed orders worth
Rs.220 crore for 8,000 flats, with Home Town. 7 new Home Town stores are scheduled to launch
by FY 08 in Thane, Pune, Lucknow, Bangalore, Hyderabad, Gurgaon and Kolkata. The company is
upbeat about the business model and aims to emerge as a growth driver for the category.
The company’s private labels in the consumer durables space, Koryo and Sensei have a revenue
share of 20%. Private labels were introduced in LCDs, Digital Camera, MP3 players, Rice Cookers
etc. To support the private label programme 30 after-sales service networks and call centers are
operational. Home Solutions Retail (I) Limited has entered into 2 equal joint ventures with India’s
market leader in the retail industry lighting segment and the fastest growing lighting solutions
provider for the retail consumer, Asian Electronics. Asian Electronics, with a market share of over
60% in the segment brings to the table its vast technical and manufacturing expertise. Apart from
Pantaloon Retail, some of the customers serviced by the venture include Spencer’s Retail, Infinity
Retail, Home Care Retail, Provogue, Welspun, Metro Cash & Carry and Food World.

FUTURE SUPPLY CHAIN (FSC)

FSC is one of India’s largest organized third-party supply chain and logistics service providers. FSC
offer automated and IT-enabled warehousing, distribution and other logistics solutions to a wide
range of customers. The services offered by FSC are, warehousing structure; pan-India distribution

53
network, “hub-and-spoke” transportation model and automated technology systems support our
competitive market position. They operate in various sectors across India, including retail, fashion
and apparel, automotive and engineering, food and beverage, fast-moving consumer goods (FMCG),
e-commerce, healthcare, electronics and technology, home and furniture and ATMs.

FUTURE PAY

It is India's most convenient digital wallet to shop across Future Group outlets such as Big Bazaar,
Brand Factory, Central, fbb, Food Bazaar & Ezone. It also allows you to manage all the loyalty
accounts in user’s fingertips. Price Match, a one of its kind feature for comparison shopping that
helps you make unbiased and neutral shopping decisions. An exclusive feature, Price Match
ensures that our customer always gets the best price when shopping at Big Bazaar. It compares our
prices with the advertised prices of local or online competitors. If our prices are found higher, we
refund the difference to your Big Bazaar wallet.

SWOT ANALYSIS

STRENGTH

 Everyday low price, which will attract consumers and had a wide benefit to the company.

 It offers a family shopping experience, where entire family can visit together. .

 Experienced work force.

54
  Good promotional plan.

WEAKNESS

 Too many offers at times confuse the customers.

 General perception of the customers “ Low price – low quality “

 Less mall activities and events

 Less parking facility due to customer parking during show times in Inox cinemas on the 4th
floor of Central.

OPPORTINITIES

 Expansion of the product range.

 Rapid increase in the Mall culture of India

 Introduction of offers which will attract both lower and middle class of the society.

 Provide customers with purchase points in Future pay wallets, which can be redeemed on
any purchases.

THREATS

 Online Retailers.

55
 High competition.

 Change in customers taste and preferences.

 High price of branded products will not attract the lower class of the society.

CHAPTER 4

56
INTERNSHIP DEPARTMENT
PROFILE

57
4.1 ROLE AND FUNCTIONS OF THE DEPARTMENT

MARKETING DEPARTMENT

Marketing can be described as any activity that is carried on with the specific purpose of conveying
information about the use, quality and value of a product or service in order to promote or sell the
product or service. Marketing is the way to announce the availability of a commodity, service, idea
or a brand to the world in such a way that people are interested in it and wish to acquire it and use it.
It serves the purpose of plugging the gap between the public’s requirement and the products that are
available.

A marketing department promotes your business and drives sales of its products or services. It
provides the necessary research to identify your target customers and other audiences. Depending on
the company’s hierarchical organization, a marketing director, manager or vice president of
marketing might be at the helm. In some businesses, a vice president of sales and marketing oversees
both the marketing and sales departments with a strong manager leading each department.
It’s important to keep a strong marketing department intact regardless of the economy so you remain
visible and keep sales strong.

Research is Vital
Research is a pillar of all marketing activities. Without demographic research, product developers
don’t know what features to design into products that will appeal to customers. Publicists won’t know
what publications customers read or what industry topics journalists are covering. Research is used
to measure buying habits, product use and opinions of your business as well as your competitors.
The better your research, the less money you will waste – for example, by buying ads that won’t
reach your customers or making a product that no one will buy.

Connecting Customers to Products

A functional marketing department implements customer relationship management functions to track
and predict what customers want in their products. It connects the customer to the product with hard
data as well as emotional, qualitative information that can help product designers differentiate your

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products from those of a competitor. This information also helps marketing promotions by
highlighting these differences in marketing materials. A marketing department sets prices for
products that recoup development and promotional costs while generating revenue for the company.

Promotions and PR
Marketing departments carry out promotional strategies for products and services, and some may
also incorporate promotional activities, such as public relations, for the business as a whole. The
promotions staff assists the sales force with sales promotions; offers public relations support for
product launches, trade shows and other events; purchases advertising that illustrates product benefits
and features; and pitches the product to media outlets. Promotion activities range from creating
awareness of a product to persuading customers to try and then buy the product.

New Business Development

Marketing works closely with sales in generating new business. Employees entice prospects to
engage with your company in some way, even if it’s just visiting the website, and then uses incentives
to get customers to continue thinking about the product so that the sales team can convince them to
buy the product. This is called generating leads. Not every lead turns into a paying customer, so
business development is ongoing. It can also include identifying new markets for existing products
or discovering a need that current customers have for a modified version of an existing product

4.2 HIERARCHY OF THE MARKETING DEPARTMENT

Figure depicts the structure of the Marketing Department of Central Fashion Mall.

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4.3 DECISION MAKING PROCESS
In Central 3, Marketing Manager has the supreme power. All the key decisions in the department are
taken care by the GM in his absence Assistant Manager is the next power source. But in my branch
there where one assistant marketing manager in the floor but all the major decisions are taking with
the concern of the Marketing manager in the back office, who is responsible for the managerial
decisions.

4.4 DEPARTMENTAL CORE COMPETENCIES

 Develop multi-channel marketing plans.

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 Measure the success of marketing initiatives.
 Customer focus.
 Managing Sales support services.
 Product Marketing.
 Align marketing with sales efforts.
 Demand generation.
 Availability of major international brands.
 Inox cinemas in the same infrastructure.
 Food courts
 Future pay mobile application.

4.5 KEY RESOURCES

Marketing Research
Marketing department is responsible for all marketing research. Research is essential to understand
the consumer needs and also to identify the market for the products that the company hopes to sell.
Marketing research also helps to identify the strengths and weaknesses of the business and its
competitors. This eventually helps a business to eliminate its weakness, work upon its strength and
to exploit the weaknesses of the competitors to wean away the customers from the competitors. The
entire enterprise benefits from market research and the insights it generates.

Product Development
Marketing department helps to create products that customers need or want and improve upon the
ones that already exist to create better value for the customers. It is the job of the marketing
department to analyse the sales of products already in the market, look for opportunities to introduce
new products where there are gaps or change and improve products that are hard to sell. Marketing
personnel provides information to product development team about the customer preferences, so that

61
new products can be developed based on the customer insight provided by the marketing team. The
marketing team is also responsible for determining the price of a product based on its research and
for launching the product into the market.

Advertising and Promotional Campaigning

Once the enterprise has a product to sell, it is the responsibility of the Marketing Department to
promote the product and the brand. This will be performed through the help of the creative team by
creating campaigns, events, advertisements, as well as promotional material. Such promotional
material is used to promote the product, services, and brand to the public in order to create awareness
and to convert prospects into customers. The marketing department is provided with a budget for
promotion, and it has to design its promotional activities within the budget. The marketing
department also manages the social media marketing for businesses. It does so with the help of social
media experts who design and implement the strategy to promote the business and its product on the
internet, create a buzz and utilize that buzz to attract customers and improve sales.

Business Development
In order to create new business, marketing and sales departments have to work together. The
marketing team devises ways to engage prospects. This may be facilitated through advertisements in
the media or internet via the website or the social media. It uses information and incentives to keep
the prospects interested and provides an opportunity for the sales department to convince the prospect
to buy the product. So the marketing department creates or generates leads for the sales department
to pursue. Not all leads convert to customers. The process of lead generation and creating new
marketing avenues is a continuous process, and the marketing department is responsible for it.

4.6 DEPARTMENTAL OBJECTIVES

Marketing department has its own importance in attracting customers to their products. Offers set
by the Marketing team are the driving force of their business. They also believe that their
employees work together to create customer delight and a place where each employee understands
their responsibilities and delivers their jobs to the highest degree of professionalism. As an

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organization, they shall make every effort to develop and generate more sales.

All the Marketing initiatives are built on the following core values and beliefs:
 Creation of Demand

 Customer Satisfaction

 Market share

 Generation of profits

 Creation of goodwill and public image

4.7 KEY RESULT AREAS

 Customer engagement
 Development of sales.
 Generation of demand for all the brands.

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 CHAPTER 5

KEY LEARNING

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5.1 JOB DESCRIPTIONS
In 2 months of my internship I worked at Central Fashion Mall in the Marketing Department. It gives
a great industrial exposure and detailed idea about the functions of Marketing Department and to
learn about the fashion retail industry.
.

 Future pay mobile application

Future pay is India's most convenient digital wallet to shop across Future Group outlets such as
Big Bazaar, Brand Factory, Central, Fbb, and Food Bazaar &Ezone. It also allows the user to
manage all the loyalty accounts at user’s fingertips. Features
1) Easy to use and absolutely secure
2) Use on-the-go with the mobile phones and avail exclusive offers at Future Group Stores
3) User can link multiple loyalty cards in one single app itself
4) Helps the user to track transactions and balances virtually
5) Future pay allows its user to add money to the wallet using net banking, credit/debit card or
even by cash at Future Group store

 Customer feedbacks on the happiness sale which recently happened in the central. Google
sheets was generated and I was assigned to ask customer’s to fill the questionnaire. On the
basis of those answer’s, the marketing team will make changes in the promotional plans in
future.

5.2 THEORETICAL BACKGROUND

Marketing
Marketing Kotler and Armstrong (2008), interpret marketing as “a social and managerial process by
which individuals and groups obtain what they need and want through creating and exchanging
products and value with others.” Although there are several definitions of the main function of
marketing, the core message is that of attracting consumers. Attracting consumers can be achieved
through satisfying consumer’s needs and wants. Although the message is simple, this process can be
complex as consumer-buying patterns are changing, while consumers are also becoming more

65
knowledgeable about product offerings, resulting in them becoming more analytical

The Marketing Mix

The marketing mix comprises of product, price, promotion and place. These controllable variables
can be altered and adjusted to suit the organisation’s objectives. It is, therefore, vital for organisations
to make use of this strategic planning process, and to match the needs of the consumer with the
organisation’s marketing strategy. The marketing mix tools are a set of tools, which organisations
use to realise their marketing strategies. The marketing mix, which is also called the 4P’s

Product mix
Products can be divided into two sections, namely consumer products, which are 32 for personal use
or enjoyment, and business products, which are bought for resale or use in a business. The use of the
word product can also be used to describe a service offered by an organisation. Moreover, business
products or, as Kotler and Armstrong (2008:42) define them, industrial products are often
characterised by derived demand. Organisations are building better relationships with their suppliers
in order to meet consumer’s demands as well as satisfy economies of scale

Branding
Branding is the process through which a product is given a name, logo and design. Organisations
use branding to create a perception about the product and to set it apart from their competition.
Consumers now have the task of choosing the brand of product that they would like to buy, and there
are several factors that affect this decision process. Branding is supposed to add value to the product
by creating a relationship with the target market

Price mix
Price differs from the other three elements, since it is the only marketing element that generates
direct turnover. Marketers should seek to find the optimum balance between cutting costs and making
maximum profits, without negatively influencing the volume of production (Kotler, 1999:33). The
price should reflect the supply and demand relationship (Kotler & Armstrong, 1996:40). Price is the
only element in the marketing mix that creates direct revenue. When planning the price of a product
there are several pricing strategies, which should be considered. These are: (1) penetration pricing;
(2) skimming pricing; (3) competition pricing; (4) product line pricing; (5) bundle pricing; (6)

66
psychological pricing; (7) premium pricing; and (8) optional pricing

Distribution
Distribution refers to how the product reaches the consumer, for example, the point of retailing or
sale dispersion. The organisation must distribute the product to consumers at the correct place and
time. If the organisation wants to achieve its marketing objectives, efficient distribution becomes
essential. Profits will be affected if the organisation underestimates demand and consumers cannot
purchase products as a result.

5.3 ANALYSIS AND INTERPRETATION

The data collected to be processed and analysed in accordance with the outline laid down for the
purpose at the time of developing the research plan. These are essential for a scientific study for
ensuring that we have all relevant data for making contemplated comparisons and analysis. The term
analysis refers to the computation of certain measures along with searching for patterns of
relationships that exist among data groups.
Interpretation refers to the task of drawing inferences from collected facts after an analytical and for
experimental study. In fact, it is a search for broader meaning of research findings.
The analysis of data and interpretations of data is difficult to draw. In fact, the two processes merge
impeccability on it. Analysis involves data organizing in particular manner then it is interpretable
ideas that govern this task. If the end of product manner, then it is interpretable ideas that govern this
task. If the end of the product analysis is the setting up of certain general conclusion, then what these
conclusions really mean and reflect is the minimum that the researcher would want to know.
Interpretation is the way of gain this knowledge. Thus the task of analysis is really hard, incomplete
without interpretation come into play. Thus, interpretation is the device through which the factors
that seem to explain what has been observed by researcher in the course of study can be understood
and it also provide the theoretical consumption which can serve as a guide for further research

5.4 FINDINGS AND SUGGESTIONS

FINDINGS

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  Most of the customers feel more comfortable on offline purchase than online purchases.
 Some of the promotional tools taken by the Marketing team is been well remembered by the
customers when they come again for a purchase.
 Trial offers are applied one week before the announcement of Main offer.
 Sign boards have more impact on the customers and is been discussed with their peer groups,
relatives, friends, etc.
 Majority of the people have the tendency to wait for the day Happiness Sale day after the
announcement of its dates.
 Social media promotional measures have higher influence on the minds of the customers.
 25% increase in the sales occurred on the days of happening of happiness sale.
 Sales Target for each brand has been increased up to 20% on every sale days.

SUGGESTIONS.
 The price of the products must be set in order to suit the lower class customers also.
 In most of the customers, offers are memorable so company should come up with more
attractive offers in future.
 Social media advertisements have a positive effect on the customers, so company may design
the advertisements in a more creative way.
 As more people opt for offline purchase, customer satisfaction should be given more
importance.

5.5 CONCLUSION

Internship conducted in Central Fashion Mall gave me clear idea of operations in Marketing
Department. Most of the organization consider Marketing team to come up with new sales ideas,
offers, Marketing technique, etc. which helps in the accomplishment of the organizational goals. It
is through the combined effort of the people that material and majority resources are efficiently
utilized for the attainment of common objectives. The organisational study and Internship was

68
conducted to gain knowledge about the Fashion Retail industry and to learn in detail the Marketing
Departments activities and functions at Central Mall JP

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 DAILY REPORTS

JOINING REPORT

a) Date of Joining: 2 – 05 – 2019

b) Name of the Organization: Central Mall – Future Lifestyle Fashions – FUTURE GROUP

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 c) Website: https://centralandme.com

d) Address with location and pin code: Bangalore CENTRAL, Soul Space Spirit Bellandur
Village, Varthur Hubli, Bellandur, Bengaluru, and Karnataka 560103

e) History structure and business process: Future Group is an Indian conglomerate

headquartered in Mumbai, Maharashtra, India. The company is known for having a
significant prominence in Indian retail and fashion sectors, with popular supermarket chains
like Big Bazaar and Food Bazaar, lifestyle stores like Brand Factory, Central etc. The group
also has a notable presence in integrated foods and FMCG manufacturing sectors. With a
team of talented business professionals, fashion designers and entrepreneurs the company
aims to provide a perfect blend of modern and traditional fashion to the Indian customer.

Central is an Indian department store chain operated by Future Lifestyle Fashion of Future
Group. It competes with other department store chains such as Lifestyle, Pantaloons and Max.
Central opened its first store in Bangalore in 2004. In January 2018, Central operated over 30
outlets in cities in India and planned to add more stores in future.

DAILY REPORT

1. Visit no: 01

2. Date: 02/05/2019

3. Sign –in time: 11:00 am

4. Sign –out time: 07:00 pm

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 5. Reporting Officer Details : Edwin Thomas, HR head

6. Objectives for the day: Introduction about the organization

7. Detail plan for the day: Brief study about the organization

8. Forenoon Activities: Introduction about the organization and its history

9. Afternoon Activities: Understanding the Operations process and how the organization works

10. Observation: Central is an Indian department store chain operated by Future Lifestyle Fashion
of Future Group. Central opened its first store in Bangalore in 2004. In January 2018, Central
operated over 30 outlets in cities in India and planned to add more stores in future.

11. Evaluation: Central Mall is a retail chain which comes under the Future Lifestyle Fashions
which itself is a subsidiary of Future group Ltd is an organization which is not only
concentrated in making profit but also takes initiatives in employing the weaker section of
the society by accepting SSLC pass people to work with at most standard and their future
development.

12. Key Learning: Gained knowledge about the company and its Working.

13. Plan for the next day: Continuing the introduction and getting to know more about the
company

DAILY REPORT

1. Visit no: 02

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2. Date: 03/05/2019

3. Sign –in time: 11:00 am

4. Sign –out time: 08:00 pm

5. Reporting Officer Details: Mr.Abdhul, Manager, HR department

6. Objectives for the day: Continuing the introduction and getting to know more about the
company

7. Detail plan for the day: Brief study about the organization and walk through the mall to
understand more about the different sectors

8. Forenoon Activities: Introduction about the organization and its history

9. Afternoon Activities: A walk through the mall to understand the Different sectors

10. Observation: Central Mall Yellenka offers textiles, wearing apparel, shoes, jewelry, furniture
and other fashion goods/accessories. The Company has a portfolio of fashion brands that
cover a range of fashion categories, including formal Menswear, casual wear, active or
sportswear, women’s ethnic wear, women’s denim wear, women’s casual wear and footwear.

11. Evaluation: Central mall provides brands with high quality at affordable rates and also
provides other services like after sale services that the customer needs are completely
satisfied and no customer should leave with grievance.

12. Key Learning: Gained knowledge about the different sectors in the mall and their workings

13. Remarks:

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 14. Plan for the next day: Understanding about the different brands they deal in Central Mall

DAILY REPORT

a) Visit no : 3

b) Date : 04 / 05 / 2019

c) Sign-in-time :11:00 am

d) Sign-out-time :6:00 pm

e) Department and the Reporting Officer details : Mrs. KAVYA, HR Manager

f) Objectives for the day :Understanding about the different brands comes under Future
Lifestyle Fashions

g) Detail plan for the day :Brief study about the FLF brands

h) Forenoon activities :Walk through the Mall

i) Afternoon activities :Detail study about the FLF brands

j) Observation: Bare is the largest clothing brand under FLF, with a comprehensive
leisure-wear collection offering something for every age group. Other than Bare,
other 25+ brands come under FLF.

1) Lee Cooper

2) Indigo Nation

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3) Bare Denim

4) Scullers

5) Jealous 21

6) John Miller

7) Converse

8) Unbro

9) Spunk

10) Champion

11) Rig utility clothing

12) Urban yoga

13) UMM

14) Lombard

15) Ceriz
16) Urbana

17) Mineral

18) ALL – the plus size store

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 19) Alice and Mae

20) Ancesty

21) Clarks

22) Tresmode

23) Turtle

24) Giovani

25) Celio

26) Cover Story

27) Mother Earth

k) Evaluation : Central mall provides brands with high quality at Affordable rates and
also provides other services like after sale services that the Customer needs are
completely satisfied and no customer should leave with grievance.

l) Key learning: Gained knowledge about the different brands comes under Future
Lifestyle Fashions.

m) Remark :

n) Plan for the next day : Understand about the other brands which comes in Central
mall

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DAILY REPORT

a) Visit no : 4

b) Date : 06 / 05 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 6:00 pm

e) Department and the Reporting Officer details :kavya, HR Manager

f) Objectives for the day :Understanding about the external brands which comes in
Central mall

g) Detail plan for the day :Brief study about the external brands

h) Forenoon activities : Walk through the Mall

i) Afternoon activities : Detail study about the external brands in Central mall

j) Observation: Other than the FLF brand, Central mall has 200+ external brands having
their business for the last 20 years. All the foreign brands have agency agreements
with the central mall. Major brands comes under central mall are :

1) Adidas

2) Nike

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3) Puma

4) Reebok

5) Louise Philippe

6) Fastrack

7) Police

8) Van Heusen

9) Ferrari

10) Bee

11) Buffalo

12) Arrow sport

13) Levi’s

14) Pepe Jeans

15) Wrangler

16) Lee Cooper

17) Ray ban

18) Allen Solly

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19) Woodland

20) United Colours of Benetton

21) John Miller

22) FCUK

23) Tommy Hilfiger

24) Calvin Klein

25) Polaroid

26) Maybelline

27) Faces of Canada

28) US POLO ASSN

29) Indian Terrain

30) Ed Hardy

31) Jack and Jones

32) Royal Enfield

33) Spykar
34) AND

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 35) Global Desi

36) Colour plus

37) Scullers

38) Park avenue

39) Is Raymond

40) BIBA

k) Evaluation: Central mall provides all the major brands in the world to do business
within them. As more foreign companies keeps on coming, this is generating more
FDI and employment opportunities to people.

l) Key learning : Gained knowledge about the different external brands which comes
under Central Mall

m) Remark :

n) Plan for the next day: Understanding about the FLF staff and their allowances.

DAILY REPORT

a) Visit no : 5

b) Date : 07 / 05 / 2019

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c) Sign-in-time : 11:00 am

d) Sign-out-time : 6:00 pm

e) Department and the Reporting Officer details :Faheem, Marketing assistant

f) Objectives for the day : Understanding about the FLF staff and their allowances

g) Detail plan for the day : Brief study about the FLF staff and the allowances been given to
them

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Understanding about the FLF staff and their allowances.

j) Observation :

k) Evaluation: In Central mall, more than 200 employees are working under FLF brands. Future
group staffs are having special Identity cards and their cards are issued directly by the future
group itself. All the future staffs are having their own Targets for each brand, and are given
incentives up to 5000/ month for each employee. Most of them try to achieve their targets
and some are given incentives on the basis of the percentage they achieved each month.
Usually lady staffs are working in the morning shift i.e., from 10:30 am to 5:00 pm and Gents
usually works from 12: 00 pm to 9: 00 pm.

l) Key learning: Future group is giving much importance to their employees. More percentage
of incentive is availed to their employees as compared to other Brand staffs

m) Remark :

n) Plan for the next day: Understanding about the other brands staffs and their allowances.

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DAILY REPORT

a) Visit no : 7

b) Date :09– 05 – 2019

c) Sign-in-time :11 : 00 am

d) Sign-out-time : 6 : 00 pm

e) Department and the Reporting Officer details : Faheem, Marketing assistant

f) Objectives for the day: Understanding about the other brands staffs and their allowances.

g) Detail plan for the day : Brief study about other brand staffs and allowances gained by them
from their brand

h) Forenoon activities :Walk through the Mall

i) Afternoon activities: Understanding about the other brands staffs and their allowances.

j) Observation: In Central mall, more than 450 external brands are doing their business.
External brand staffs are having their own brand Identity cards and their cards are issued
directly by the brand franchise itself. If the brand doesn’t allow any ID card of their own,
future group will issue a separate Identity card for them which is very much different from
Future staff identity cards. All the brand staffs are having their own Targets for each brand,
and are given incentives for each employee. Incentive pattern differ for each brand. Usually,
most of the brand staffs will achieve their targets without giving much initiative as the brands
in Central mall have their own Value in World market. .

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 k) Evaluation: Future group is giving same importance to the brand staffs as same as they are
giving to the future staffs.
l) Key learning: Gained knowledge about the different incentive patterns external brands follow
and the recruitment process they have.

m) Remark :

n) Plan for the next day: Understand about the identity card pattern of FLF staffs.

DAILY REPORT

a) Visit no : 8

b) Date :10– 05 – 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 6:00 pm

e) Department and the Reporting Officer details : Faheem, Marketing assistant

f) Objectives for the day: Understanding about the different ID card patterns of FLF staffs.

g) Detail plan for the day: Brief study about the Identity card pattern followed by Permanent
FLF staff and temporary FLF staffs.

h) Forenoon activities :Walk through the Mall

i) Afternoon activities: Understanding about the different ID card patterns of FLF staffs.

83
 j) Observation: In Central mall, they basically follow two types of identity cards. One is for the
permanent staff which is been issued directly by the Future head office and second is for
temporary staffs which is given by the HR department of each central mall.

k) Evaluation: Future group is having their own identity marks in the form of their Identity cards.
These cards are a mix of orange and white colour.

l) Key learning: Gained knowledge about the different types of Identity cards within the FLF
staff.

m) Remark :

n) Plan for the next day: Understand about the identity card pattern of external brand staffs.

DAILY REPORT

a) Visit no : 9

b) Date : 11– 05 – 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time :6 :00 pm

e) Department and the Reporting Officer details : Faheem, Marketing assistant

f) Objectives for the day: Understand about the identity card pattern of external brand staffs.

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 g) Detail plan for the day: Brief study about the different identity card patterns of external brand
staffs.

h) Forenoon activities: Walk through the Mall.

i) Afternoon activities: Understand about the identity card pattern of external brand staffs.

j) Observation: In Central mall, weather FLF staff or brand staff, Identity card is mandatory.
For brand staffs, they also follow two types of ID card patter. One, which is given directly by
the brand itself and for those brand staffs who doesn’t have ID card issued by the brand,
future group will issue an ID card for them. In any cost, identity card is mandatory inside the
central mall.

k) Evaluation: All the external brands will issue their own Identity card for their employees.
Without having those, no permission will be give to enter the central mall.

l) Key learning: Gained knowledge about the different identity card patterns the external brand
staffs follows.

m) Remark :

n) Plan for the next day: Detail study about Future pay mobile application of Future group.

DAILY REPORT

1) Visit no : 10

2) Date : 18 - 05 – 2019

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3) Sign-in-time :11:00 am

4) Sign-out-time : 6 :00 pm

5) Department and the Reporting Officer details :Faheem, Marketing assistant

6) Objectives for the day: Detail study about Future pay mobile application of Future
group.

7) Detail plan for the day: Brief study about the Future pay mobile application of Future
group.

8) Forenoon activities : Walk through the Mall

9) Afternoon activities : Detail study about Future pay mobile application

10) Observation: Future pay is India’s most convenient digital wallet to shop across
Future Group outlets such as Big Bazaar, Brand Factory, Central, Fbb, and Food
Bazaar &Ezone. It also allows the user to manage all the loyalty accounts at user’s
fingertips. Features

1) Easy to use and absolutely secure

2) Use on-the-go with the mobile phones and avail exclusive offers at Future Group
Stores

3) User can link multiple loyalty cards in one single app itself

4) Helps the user to track transactions and balances virtually

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 5) Future pay allows its user to add money to the wallet using net banking, credit/debit
card or even by cash at Future Group store

11) Evaluation: For the first customer to Future pay, he will be credited 100/- to his Future
pay wallet. He can redeem the amount from his total bill amount of the first purchase.
Afterwards, on every purchase he made will be added to his future pay wallet in the
form of Future pay points. 4 points = 10rs. Thus he can redeem the total amount he
gained on any future purchases made.

12) Key learning: Gained knowledge about Future pay mobile application of Future group
and how Future group plays a vital role in creating a cashless economy.

13) Remark :

14) Plan for the next day: Visiting the Human Resource department and getting to know
more about the HR activities.

DAILY REPORT

a) Visit no : 12

b) Date : 21 – 05 – 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time :6 : 00 pm

e) Department and the Reporting Officer details : Mrs. Pooja , HR Manager

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a) Objectives for the day: Visiting the Human Resource department and getting to know more
about the HR activities.

f) Detail plan for the day: Understanding about the activities comes under Human resource
department of Central mall.

g) Forenoon activities : Walk through the Mall

h) Afternoon activities: Visiting the Human Resource department and getting to know more
about the HR activities.

i) Observation : All the major activities related to the Recruitment, Selection, Training and
development, Incentive structure, keeping filled the positions, sorting out the best application
among the number of received applications, etc is been done by the HR department. Most of
the higher positions are filled from the application received in Naukri.com

j) Evaluation: Peoples department is having the same importance as of the marketing

department. Without the help of HR department, correct management of the employees
cannot be done easily. Their payments, grievances, problems, increments, etc are been taken
care by the HR department.

k) Key learning: Gained knowledge about HR department of Central mall and the daily activities
they are engaged in.

l) Remark :

m) Plan for the next day: Detail study about the separate billing counters for common dress items
and for accessories in Central mall.

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DAILY REPORT

a) Visit no : 13

b) Date : 22 / 05 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 6:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Detail study about the separate billing counters for common dress
items and for accessories in Central mall.

g) Detail plan for the day: Brief study about the separation of billing system for Dress items and
accessories.

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Detail study about the separate billing counters for common dress items
and for accessories in Central mall.

j) Observation: In Central mall, the entire floor’s have their own billing spaces, mostly at the
ends. Central mall also have accessories like Watches, perfumes, makeup materials, etc which
are commonly an international brands. Thus for these brands, billing is done in separate
billing counters which is attached to their display racks itself. Except these few items, all
other items like dress, toys, bags; footwear’s, etc can be done in the common cash counters.

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 k) Evaluation: Central mall provides all the necessities need for the international brands to do
their business with the Future group. They are giving their own space for the international
brands staffs to do the business and meet the targets.

l) Key learning: Detail study about the separate billing counters for common dress items and
for accessories in Central mall.

m) Remark :

n) Plan for the next day: Detail study about the arrangement of products in Central mall to attract
the customers to a product.

DAILY REPORT

a) Visit no : 14

b) Date :24 / 05 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 6:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Detail study about the arrangement of products in Central mall to
attract the customers to a product.

g) Detail plan for the day: Brief studies the arrangement of products in Central mall to attract
the customers to a product.
h) Forenoon activities : Walk through the Mall

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 i) Afternoon activities: Detail study about the arrangement of products in Central mall to attract
the customers to a product.

j) Observation: When a customer enters a central mall, the first thing which will catch his/her
eyes is the arrangement of different products. The way most of the items got arranged has its
own stories to say. The person who’s in charge of each brand will already be trained to
arrange their products in order to attract more people to their brand. Some of the products
have their own brand values and some others are having demand on the basis of their power
of attraction. It is also a marketing technique used by the Brand to attract the customers. As
it will take more of one’s time and hard work, but hard work really pays off.

k) Evaluation: Central mall are providing all the freedom to the employees to arrange the
products which comes under them to arrange in such a way that they will be getting more
sales than all other brands. As the employees have to meet their targets, they will do anything
to attract customers to their brand

l) Key learning: Gained knowledge about the arrangement of products in Central mall to attract
the customers to a product

m) Remark :

n) Plan for the next day : Observe about the effectiveness of Lighting in central mall to gain
attention of customers

DAILY REPORT

a) Visit no :15

b) Date : 25 / 05 / 2019

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c) Sign-in-time : 11:00 am

d) Sign-out-time : 6:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Brief study about the effectiveness of Lighting in central mall to gain
attention of customers

g) Detail plan for the day: Observe about the effectiveness of Lighting in central mall to gain
attention of customers

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Observe about the effectiveness of Lighting in central mall to gain
attention of customers

j) Observation: The Future Group has given greater impotence to displaying their products in
different styles and gaining the attention of people to their stores through the lighting works.
All of the concerns have updated with modern lighting techniques which can easy catch the
attention of customers to at least visit for once. This is also a part of the Marketing technique
adopted by future Group. Thus each Brand and Products has its own lighting technique to
attract customers in Central Mall.

k) Evaluation: In Central mall, more importance is given to the Internal Lighting than External
Lighting. Thus, as the size of Mall is bigger, people will check for the arrangements that
Central mall has kept for their customers. White color is provided to the Youth, Accessories,
Sunglass, Watches, Mens Wear, etc. Warm color Lighting is been provided to the Cosmetics,
Ethnic Wear, etc.Thus, the lighting has its own importance in attracting the customers.

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 l) Key learning: Gained Knowledge about the effectiveness of Lighting in central mall to gain
attention of customers

m) Remark :

n) Plan for the next day: Study about the offers that will attract both the male and female
customers equally.

DAILY REPORT

a) Visit no : 17

b) Date : 26 / 05 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 6:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Study about the offers that will attract both the male and female
customers equally.

g) Detail plan for the day: Observe about how offers that will give equal demand for both the
male and female customers.

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Study about the offers that will attract both the male and female
customers equally.

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 j) Observation: weather its Central Mall, Food Bazaar, and Brand Factory, all the offers are
decided by the Marketing Team of Future Group. Each Business of Future Group has their
own Marketing team with them. Before deciding about an Offer, they have their own ideas
on how to give the best offer that will catch both the Youth and Aged, Male and Female,
etc.for Example, if the products are given flat 50% off, there will be a huge rush to the store,
thus people are getting Branded products for half price.

k) Evaluation: The Marketing team of Central Mall has its own differences. All the offers are
decided by the Marketing Team itself. As Marketing is a wider term, they have to go through
several scenarios before selecting the Final offer. They need to be different from their
competitors in order to become unique and attract more customers to central.

l) Key learning: Gained knowledge about how offers that will give equal demand for both the
male and female customers.

m) Remarks ;

n) Plan for the next day : Study briefly about the Elevator Marketing done in Central

DAILY REPORT

a) Visit no : 18

b) Date : 29 / 05 / 2019
c) Sign-in-time : 11:00 am

d) Sign-out-time : 6:00 pm

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 e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Study briefly about the Elevator Marketing done in Central

g) Detail plan for the day: Brief studies about the Elevator Marketing done in Central

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Study briefly about the Elevator Marketing done in Central

j) Observation: In Central Mall, there are Elevator which will be very helpful to the Aged and
Rush Peoples. In Elevators also, the walls are covered with Advertisements. So when a
customer enters the Elevator, he will notice the ads and there maybe chance to buy the product
when he sees it on the floor. There are 3 Elevators in Central mall 3, out of it 2 are fully
covered with the advertisement of Future Brand itself and the 3rd one is been covered with
State Bank of India Credit Card advertisement.

k) Evaluation: central is also helping the external parties to regulate their business through
Central Mall. As SBI”s advertisement is been displayed inside Central, an agreement is been
made by the SBI with the Central for certain months in deposit of certain amounts with the
Future Group. Thus they have to provide everything as said in the agreement. Elevator
Marketing seems to be small, but it do have a big impact on every customer who sees the
advertisement

l) Key learning: Gained knowledge about the Elevator Marketing done in Central

m) Plan for th e next day : Brief studies about the Escalator Marketing done in Centra

DAILY REPORT

a) Visit no : 19

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b) Date : 30 / 05 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Brief studies about the Escalator Marketing done in Central

g) Detail plan for the day: Observe about the Escalator Marketing seen in Central

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Brief studies about the Escalator Marketing done in Central

j) Observation: In Central, all the floors are occupied with Escalators which will help the
customers to check all the products on every floor. On both the sides of every escalator, there
will be advertisements for both internal and external brands. As same as the Elevator
Marketing, Escalator Marketing has its own importance. Majority of the people opt to choose
Escalator than elevator, so the chance of getting noticed on the advertisements is much high.

k) Evaluation: Same as the elevator Marketing, Escalators also have other brands or External
brands advertise on it. They are done through certain agreements done with the Future group,
thus central is advised to provide certain space for the External Brands to do their
advertisements... In both size and shape, Escalator seems to be small, but the influence that
they will get from the Escalator marketing is seems to be higher than Elevators.

l) Key learning: Gained knowledge about how offers that will give equal demand for both the
male and female customers.

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 m) Remarks ;

n) Plan for the next day : Study briefly about the Pillar Marketing done in Central

DAILY REPORT

a) Visit no : 21

b) Date : 01 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Study briefly about the Pillar Marketing done in Central

g) Detail plan for the day: Brief studies about the Pillar Marketing done in Central

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Study briefly about the Pillar Marketing done in Central
j) Observation: Usually the pillars are the backbone of a building. As a Big Infrastructure like
Central Mall, they also must have huge billers to hold each and every floor. Because of these
Pillars floors are being sleight. Marketing eyes also went through the Pillars of the Central.
Pillars are aloe used to advertise the different offers of Future group, External Brands etc. As
the size of the Pillars is Large, the advertisements seen in the Pillars will be very eye catching.

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 k) Evaluation: Free spaces are sold to make money; the best example is the Pillar Marketing
which is seen in Central. Large Pillars are much needed to hold an infrastructure like
that...Thus when the Large Pillars gets covered with advertisements, it will be very much
attractive to the customers.

l) Key learning: Gained knowledge about the Pillar Marketing done in Central

m) Remarks:

n) Plan for the next day : Brief studies about the Visual Marketing done in Central

DAILY REPORT

a) Visit no : 22

b) Date : 03 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Study briefly about the Visual Marketing done in Central

g) Detail plan for the day: Observe about the Visual Marketing done in Central

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 h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Study briefly about the Visual Marketing done in Central

j) Observation: Visual Marketing is common now days. The advertisement which we are seeing
in Televisions, LED Boards, Social Medias all are Visual Marketing. Same as those, Visual
Marketing is also done inside Central Mall. LED screens and Televisions are kept in every
floor for doing the process of Visual Marketing. In some cases, Certain Brands are given their
own Visual Marketing Platforms I the form of LED screens or Televisions just to display
their own Advertisemnets.Others are common in which every brand can display theirs.

k) Evaluation: Central Mall is utilizing each and every space they have to do the advertisements.
Thus a number of people will become to know about the product and whenever they saw the
product on the floor, the advertisement will comes to their mind which will intern creates a
buying force within them to buy the product.

l) Key learning: Gained knowledge about the Visual Marketing done in Central

m) Remarks:

n) Plan for the next day : Brief studies about the Back Board Marketing done in Central

DAILY REPORT

a) Visit no : 23

b) Date : 04/ 06 / 2019

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c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Study briefly about the Backboard Marketing done in Central

g) Detail plan for the day: Observe about the Backboard Marketing done in Central

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Study briefly about the Back Board Marketing done in Central

j) Observation: Back boards are much familiar term, it can be seen everywhere now a days.
Usually the names of shops are done in Back Boards, as the name will be printed in a Flex
sheet and provided Lights in the back of those sheets to show what is written in there. The
same way, Back boards are used as marketing technique to get attention of the customers.
Free spaces, which can be easily seen by a person inside mall will be given for Back board
Marketing. Both the external and FLF brands can do their advertisement in the back boards
for a certain period of time as said in the agreement.

k) Evaluation: There are two benefit of doing these Marketing Techniques, i.e., for the
advertisement the brand needs to pay a sum of money to the Future Group, it a benefit to the
Company and when the advertisements are done like this, more people will be attracted to
the brand , which will be benefited to the brand.

l) Key learning: Gained knowledge about the Back Board Marketing done in Central

m) Remarks:

n) Plan for the next day : Understand about the Star gift offer of Central Mall

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DAILY REPORT

a) Visit no : 25

b) Date : 05/ 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Understand more about the Star gift offer of Central Mall

g) Detail plan for the day: Observe about the Star gift offer of Central Mall

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Study briefly about the Star gift offer of Central Mall

j) Observation: Star Gift Offer is been introduced to provide customers with better quality
products at lesser amount than the Maximum Retail Price. All the products thus given to
Customers are electronic items, Kitchen Essentials, Luggage Bags, etc. All these items are
made by Future Group itself. All the items belong to a brand called Koyro which belongs to
Future Group. If a customer purchases for 1499/- , he can choose a variety of items which
comes under 1499/- set at rate lesser than the Selling price. Thus quality products will be
delivered to Customers at a lower price than the MRP of that product.

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 k) Evaluation: All the people began to use quality products at lesser prices. As the products are
Future Groups products, they will be having full guarantee over each product that gets
delivered to their customers. As it can also be used to clear the stock without having much
loss also.

l) Key learning: Gained knowledge about the Star Gifts offer of Central Mall

m) Remarks:

n) Plan for the next day: Understand about the Brand offer directly implemented by the External
brand itself.

DAILY REPORT

a) Visit no : 26

b) Date : 06 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Understand about the Brand offer directly implemented by the
External brand itself

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 g) Detail plan for the day: Brief studies about the Brand offer directly implemented by the
External brand itself

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Understand about the Brand offer directly implemented by the External
brand itself

j) Observation: As the Future Group marketing team has their own Offers, the Marketing team
of External Brands has already decided about theirs. Most of these offers are to clear the stock
of external brand products. Thus they are offering their products with cheaper price on
purchase of said amount. As same as Future Group, Brands also provide offers to attract more
customers to their brand.

k) Evaluation: Most of the brands in Central do not end with Dress items only; they also offer
wide range of products to its customers other than the Dress items. Thus, they can give their
customers an opportunity to use their brand products, and if it’s good, customers will continue
its use. Stocks with them can also be cleared with the help of these types of offers.

l) Key learning: Gained knowledge about the Brand offer directly implemented by the External
brand itself
m) Remarks:

n) Plan for the next day : Brief study about how External brands do their business with Central

DAILY REPORT

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a) Visit no : 27

b) Date : 08 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Brief study about how External brands do their business with Central

g) Detail plan for the day: Understanding more about the Business structure of External brands
with Central.

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Brief study about how External brands do their business with Central
j) Observation: External Brands like Addidas, Puma, Nike, and Royal Enfield are doing their
business within the central mall. An agreement is made with the Future Lifestyle Fashions or
Central to do business with them. They make collaborations directly with the FLF for a staid
time. Thus wherever they start a new Mall, these brands must do their business in that newly
started mall and Central must give space for them to do the business. Staffs are assigned
directly by the Brands itself.

k) Evaluation: Most of the external brands are already having a high brand name. Thus when
these brands are available in Central mall, it is an added advantage to the Central itself. As
people whose in search for Brand products, the first name comes to their mind will be central
mall as all the major brands are available in Central

l) Key learning: Gained knowledge about how External brands do their business with Central

104
 m) Remarks:

n) Plan for the next day : Brief study about ICICI Banks Collaboration with Central

DAILY REPORT

a) Visit no : 27

b) Date : 10 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Brief study about ICICI Banks Collaboration with Central

g) Detail plan for the day: Understanding more about the Business ICICI Bank is doing with the
Central

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Brief study about ICICI Banks Collaboration with Central

105
 j) Observation: Banks do collaborations with Malls and other companies to give benefit to their
customers and to make customers use more of their Debit and Credit Cards. In central mall,
ICICI Bank gives 10% discount on the total Bill amount on Minimum purchase of 5000/-.
Thus the bank is been benefited, as more people began to use their products and customers
will be benefited by the discount given to them.

k) Evaluation: Banks are getting more customers from Central itself as they came to find that
ICICI is providing their customers with higher benefits than other banks. Thus it is advantage
to the Bank and Central too in the form of increase in the Purchase rate to 5000 /- to get the
benefit by ICICI Bank customer.

l) Key learning: Gained knowledge about ICICI Banks Collaboration with Central

m) Remarks:

n) Plan for the next day : Brief study about Pay tm Collaboration with Central

DAILY REPORT

a) Visit no : 28

b) Date : 11 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

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 f) Objectives for the day: Brief study about Pay tm Collaboration with Central

g) Detail plan for the day: Understanding more about the Business Pay tm is doing with the
Central

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Brief study about Pay tm Collaboration with Central

j) Observation: Pay tm is a cashless money transfer platform which one can easily transfer
money to any number linked with a bank account. Thus a customer who’s purchasing in
Central and paying the amount with Pay tm wallet, a certain amount will be credited back to
his account as cash back offer. Thus, the people will use Pay tm and more and more customers
begin to use Pay tm.

k) Evaluation: Both the Central and Pay tm is been benefited by giving such offers to the
Customers. Pay tm will be gene ting more transactions than usual as to an extent, people are
been attracted by these kinds of offers.
l) Key learning: Gained knowledge about Pay tm Collaboration with Central

m) Remarks:

n) Plan for the next day : Brief study about OYO Rooms Collaboration with Central

DAILY REPORT

a) Visit no : 30

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b) Date : 13 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Brief study about OYO Rooms Collaboration with Central

g) Detail plan for the day: Understanding more about the Business OYO Rooms is doing with
the Central

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Brief study about OYO Rooms Collaboration with Central

j) Observation: OYO Rooms collaborate with Future Group to generate their business. OYO
has provided additional 10% discount on minimum purchase of 2000/- from any of the
Central. Thus a customer who is purchasing on 2000/- will be getting a Discount code in their
Mobile number. OYO bookings made with that mobile number, the code automatically gets
applied. Thus the Central customer will be benefited from the purchase from central mall and
OYO Rooms will get more business.

k) Evaluation: As the purchase is done and discount is availed, whenever he thinks of going
outstation, OYO Rooms will come first in his minds. Thus, the Central mall doesn’t go from
him and will have an attractive force to purchase more and more from Central. OYO Rooms
thus gets more customers from these offers given at Central.

l) Key learning: Gained knowledge about OYO Rooms Collaboration with Central

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 m) Remarks:

n) Plan for the next day : Observation about the ground floor layout of Central 3

DAILY REPORT

a) Visit no : 31

b) Date : 14/ 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Observation about the ground floor layout of Central 3

g) Detail plan for the day: Understanding more about the ground floor layout of Central 3

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Observation about the ground floor layout of Central 3

j) Observation: The first thing that a customer goes through is the Main entrance. When a
person enters the Centre, he will bow welcomed by the employees and after that all the major
Cosmetic brands have given their own stalls which has been provided by the Central itself.
To the right, one can see all the major brands of Wrist Watches, Sunglass, Parker pen,
Perfumes. To the left one can see ladies wears. And when he moves in, the section will be

109
 covered by Ladies bags and accessories along with that Gil’s casuals are also arranged. This
is where the purchase starts.

k) Evaluation: In order to attract more lady customers, ladies items are filled with the floor.
Usually Ladies purchase more than Men, so the beginning will be marked by them.

l) Key learning: Gained knowledge about the ground floor layout of Central 3

m) Plan for the next day : Observation about the First floor layout of Central 3

DAILY REPORT

a) Visit no : 32

b) Date : 16 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Observation about the first floor layout of Central 3

g) Detail plan for the day: Understanding more about the first floor layout of Central 3

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Observation about the first floor layout of Central 3

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 j) Observation: The First flout of Central 3 has everything that a businessmen needs. First floor
has all the Major brands Formal shirts, Trousers, Coats, Executive Shoes, Belts and other
accessories. Thus all the items needed to fulfill the needs of a Business man come in First
floor. More than that, Ladies Western wear is arranged in another end. Thus, all the major
models are easily available in Central mall. All are of good quality as Central only needs
Brand products.

k) Evaluation: As the formals and Western wear are of two tastes, when a family comes for
shopping, male can go for the Formals section and Female can go for the Western style. It is
also considered as marketing technique adopted by the Central.

l) Key learning: Gained knowledge about the First floor layout of Central 3

m) Plan for the next day : Observation about the Second floor layout of Central 3
DAILY REPORT

a) Visit no : 33

b) Date : 17/ 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Observation about the second floor layout of Central 3

g) Detail plan for the day: Understanding more about the second floor layout of Central 3

111
 h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Observation about the second floor layout of Central 3

j) Observation: For the youth community, Central has arranged a bigger portion of the Second
floor. All the international brands like Addidas, Puma, Nike, etc comes in this section. Thus,
the number of customers in Youth section tends to be higher than all other floors. Casual
Shirts. Jeans, Joggers, Shoes, Backpacks, etc are there in the Youth section. Second floor is
also shared with Kids dresses and Toys. Thus completes the FLF section central 3.

k) Evaluation: To the end there will be kids section, which is having their own space to do their
business. A larger portion is been covered by the Youth who will be attracted by the
international brands.
l) Key learning: Gained knowledge about the second floor layout of Central 3

m) Plan for the next day : Observation about the third floor layout of Central 3

DAILY REPORT

a) Visit no : 34

b) Date : 18 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

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 f) Objectives for the day: Observation about the third floor layout of Central 3

g) Detail plan for the day: Understanding more about the third floor layout of Central 3

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Observation about the third floor layout of Central 3

j) Observation: In the third floor, Central has Home Town which is also a subscediary of Future
group. Home Town has all the items which are needed to make a home delightful. All the
Electronic items,Glossories, Decorative items, Beds, Fans, Glass, Lockers, Dining set,
Furniture’s, etc. This will be a good spot for those people who gives more impotence in
making their house better. All the modern solutions for kitchen can also be seen in Home
Town.

k) Evaluation: As the Home essentials also comes in Central that makes the purchase for a
home complete. People also tends to know about the new trends in kitchen essentials,
electronics, etc

l) Key learning: Gained knowledge about the third floor layout of Central 3

m) Plan for the next day : Observation about the fourth floor layout of Central 3

DAILY REPORT

a) Visit no : 35

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b) Date : 20/ 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Observation about the third floor layout of Central 3

g) Detail plan for the day: Understanding more about the third floor layout of Central 3

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Observation about the third floor layout of Central 3

j) Observation: In the third floor, Central has Home Town which is also a subscediary of Future
group. Home Town has all the items which are needed to make a home delightful. All the
Electronic items,Glossories, Decorative items, Beds, Fans, Glass, Lockers, Dining set,
Furniture’s, etc. This will be a good spot for those people who gives more impotence in
making their house better. All the modern solutions for kitchen can also be seen in Home
Town.

k) Evaluation: As the Home essentials also comes in Central that makes the purchase for a
home complete. People also tends to know about the new trends in kitchen essentials,
electronics, etc

l) Key learning: Gained knowledge about the third floor layout of Central

m) Plan for the next day: Observation about Why Central turns Blue when India got played for
world cup?

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DAILY REPORT

a) Visit no : 36

b) Date : 21 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Observation about Why Central turns Blue when India got played for
world cup

g) Detail plan for the day: Understanding more about why all the Central becomes blue

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Observation about Why Central turns Blue when India got played for
world cup

j) Observation: On 22nd Saturday, all the employees and management came to the store in an
unusual dress code. Every employee of the Central was wearing India’s Blue Jersey. After
four years gap, this year India got qualified for world cup and as a support for that success,
all the Central turns blue. The customers who seeing these will get a happy feeling and proud
feeling for our Indian team. Some of the youth just came to mall to see this view.

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 k) Evaluation: In order to show gratitude towards the Indian cricket team, all the employees
and management decided to wear Indian Cricket team Jersey for a day. As they have decided
to do it on Saturday and Saturday usually will be a peak day, more and more customers got
attracted by the dress pattern and created a proud feel for the Indian cricket team. It does not
created much in the sales but this shows the support of Central toward the society.

l) Key learning: Gained knowledge about Why Central turns Blue when India got played for
world cup

m) Plan for the next day: Brief study about the Happiness Sale happening in Central

DAILY REPORT

a) Visit no : 37

b) Date : 24/ 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Observation about the Happiness Sale happening in Central

g) Detail plan for the day: Understanding more about the Happiness Sale happening in Central

h) Forenoon activities : Walk through the Mall the Happiness Sale happening in Central

116
 i) Afternoon activities: Observation about Why Central turns Blue when India got played for
world cup

j) Observation: Happiness sale is a preview sale or a trial which is done before the happening
of the big sale. In the big sale, most of the offers will be like this or will be somewhat same
as the Happiness sale. Most of the shirts, western wear, footers, and hand bags were having
50% off and some others were having Buy 2 get 30% off and buy 3 get 50% off. Happiness
offer is really helpful to the youth and most of the brands which is having higher MRP will
be getting as of a same value of a Local brand. Youth and Middle aged group’s easy gets
attracted towards this offer. As other assures also have the same offers, for gifting purpose,
it is much helpful. `

k) Evaluation: When a brand with higher Price tag gets sold for half price, it will really attract
the customers. A person who can’t afford a brand shirt can easily purchase the same brand
with half of their price. In common, happiness sale helped the youth and ladies with higher
purchasing hobbies got utilized the sale.

l) Key learning: Gained knowledge about the Happiness Sale happening in Central

m) Plan for the next day: Brief study about the impact of Happiness Sale with the external brand

DAILY REPORT

a) Visit no : 38

b) Date : 25 / 06 / 2019

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c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Observation about the Happiness Sale happening in Central

g) Detail plan for the day: Understanding more about the Happiness Sale happening in Central
h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Observation about Why Central turns Blue when India got played for
world cup

j) Observation: Happiness sale is a preview sale or a trial which is done before the happening
of the big sale. In the big sale, most of the offers will be like this or will be somewhat same
as the Happiness sale. Most of the shirts, western wear, footwear’s, hand bags were having
50% off and some others were having Buy 2 get 30% off and buy 3 get 50% off. Happiness
offer is really helpful to the youth and most of the brands which is having higher MRP will
be getting as of a same value of a Local brand. Youth and Middle aged group’s easy gets
attracted towards this offer. As other accessories also have the same offers, for gifting
purpose, it is much helpful.
k) Evaluation: When a brand with higher Price tag gets sold for half price, it will really attract
the customers. A person who can’t afford a brand shirt can easily purchase the same brand
with half of their price. In common, happiness sale helped the youth and ladies with higher
purchasing hobbies got utilized the sale.

n) Key learning: Gained knowledge about the Happiness Sale happening in Central

l) Plan for the next day: Brief study about the impact of Happiness Sale with the external brand

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DAILY REPORT

a) Visit no : 39

b) Date : 26 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Observation about the the impact of Happiness Sale with the external
brand

g) Detail plan for the day: Understanding more about the impact of this happiness sale
happening in central on External Brands

h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Observation about the impact of Happiness Sale with the external brand

j) Observation: Happiness Sale is been decided by the Marketing team of Central. As they can
decide anything for their brands, there are many external brands too present in the mall.
Happiness sale is also equally for them and will be decided by the Central marketing team
itself. It is also a part of the agreement between the Central and external brand , that whatever
sale is happening, Centrals offer needs to be applied with all the brands whether internal or
external. No items need to be sold less than the Margin that they are getting. Lesser priced
items are getting lesser margins on this sale and higher priced items are getting much better
margins.

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 k) Evaluation: As a response from the sides of the brand, it is considered as a stock clearance
also. Most of the high priced products will be getting lesser response, but when these types
of sale happens, most of the items have separate display and the products gets sold fast.
Moreover the Margin is less, but it will be helping the brand also to generate sales and to get
their products a higher customer reaches.

l) Key learning: Gained knowledge about the impact of Happiness Sale with the external brand

m) Plan for the next day: Brief study about the competitors of Central.

DAILY REPORT

a) Visit no : 40

b) Date : 27 / 06 / 2019

c) Sign-in-time : 11:00 am

d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Observation about the competitors of Central

g) Detail plan for the day: Understanding more about the competitors of Central.

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 h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Observation about the competitors of central.

j) Observation: For all the successful organizations, there will be competitors. In order to stand
above the competition, one must compete in a unique way. The major competitors of Central
mall are Shoppers stop and Life style. Shoppers stop is a department store chain, owned by
the Rehaj Group. These stores have 83 stores across 38 cities in India with Clothing,
accessories, health and beauty products, home furnishing ,etc Shoppers stop is same as the
Central. Another competitor is the Lifestyle, which is a retail fashion brand which comes
under Dubai based retail and hospitality conglomerate, the Landmark group. They only deal
with the dress section and the competition is based on dress section.

k) Evaluation: Every concern has its own unique way of attracting customers to the business
and their own way of doing the business. Whether its Shoppers stop or Central mall, they
have different mode of conducting business. Central has its own style, strategy, marketing
technique and offers. Thus, whatever competition Central is facing, they have their own way
to keep their customers within themselves and to attract more to Central

l) Key learning: Gained knowledge about the competitors of Central.

m) Plan for the next day: Brief study about the online customer feedback form of Happiness sale.

DAILY REPORT

a) Visit no : 41

b) Date : 28 / 06 / 2019

c) Sign-in-time : 11:00 am

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 d) Sign-out-time : 7:00 pm

e) Department and the Reporting Officer details : Mr. Faheem , Marketing assistant

f) Objectives for the day: Observation about the online customer feedback form of Happiness
sale.

g) Detail plan for the day: Understanding more about the online customer feedback form of
Happiness sale.
h) Forenoon activities : Walk through the Mall

i) Afternoon activities: Observation about the online customer feedback form of Happiness sale.

j) Observation: For the Happiness Sale conducted by the Marketing team of Central, they need
to know the Customers feedback about the sale. For the purpose a Feedback platform is created with
the Google and asked the customers to fill the feedback form. It has the details about the age group,
problems in sale, Loyalty card details, Gender, etc. Thus the marketing team can analyze the needs
and wants of each gender of different age groups and before implementing the big day sale; all these
reports will be taken into account. These feedback platforms will be very helpful to analyze the
customer’s response and do better for big day sale.

k) Evaluation: The feedback form was much helpful for the marketing team analyze the results
of their Happiness sale. Thus they can understand in which all places they need to make the
improvements, is their Happiness sale was much influenced to generate sales, If not what all changes
must be made to do so,it can be easily made with the help of this Feedback platform.

l) Key learning: Gained knowledge about the online customer feedback form of Happiness sale.
m) Plan for the next day:

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