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A PROJECT REPORT ON A DETAILED STUDY OF FASHION ACCESSORIES AND BLUE SKYANALYSING NON PERFORMING BRANDSANALYSING BRAND WISE PERFORMANCE SALES PER SQUARE FEETRETURN PER SQUARE FEET COMPARISON AMONG THE BRAND AT PANTALOONS KANKURGACHI

SUBMITTED IN PARTIAL FULFILLMENT OF THEREQUIREMENT FOR THE DEGREE OF POST GRADUATE PROGRAMME IN MANAGEMENT UNDER THE GUIDANCE OF Dr. Anindya Dutta (HEAD OF THE DEPARTMENT,

MKT)

SUBMITTED BY YAGYAWALKYA SHARMA BENGAL INSTITUTE OF BUSINESS STUDIES KOLKATA

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Acknowledgement

I find great pleasure in presenting this report entitled A DETAILED STUDY OF FASHION ACCESSORIES AND BLUE SKY at pantaloons kankurgachi. I would like to extend my earnest gratitude to all those whom I owe this report to. Many people contribute to the successful development of this project. I would like to take the opportunity to acknowledge their assistance. Their suggestions, constructive criticisms and guidance helped invaluably in the successful completion of this project. I would like to extend my thanks to my institute guide, Dr. Anindya Dutta (Head of the Department, MKT) for his guidance and support throughout the execution of my project. I am also grateful to the management and other faculty members of Bengal Institute of Business Studies, who have been a great source of inspiration and this project, would not have been possible without them. I would also thank my project guide Mr.Ananya chatterjee (store manager of kankurgachi pantaloons) for assigning the project to me and for his expert guidance during the project. I also want to express my depressed gratitude to my corporate guides Ms Liza chakra borty(HR), Mr Bibhas Roy(ASM),Ms Sweta Shashi, Gautam Das (DM) and all the employees of Pantaloons and to all my friends for giving their valuable time to me for the fulfilment of my project.

Yagyawalkya Sharma Declaration

I Yagyawalkya Sharma declare that the summer project report titled A DETAILED STUDY OF FASHION ACCESSORIES AND BLUE SKY at Pantaloons, Kankurgachi, is an original piece of work done by me under the guidance and supervision of my college guide Dr. Anandya Dutta (Head of the Department, MKT) for the fulfilment of degree of Master of Business Administration and whatever information has been taken from any sources has been duly acknowledged. I further declare that the personal data & information received from any respondent during survey has not been shared with any one and is used for academic purpose only.

Yagyawalkya Sharma

Contents Sr. No. Page No. 1 01 2 02 3 03 4 04 5 05 6 06 - 20 7 21 - 22 8 23 9 24 - 25 10 26 11 26 - 28 Topic Front Page Acknowledgement Declaration Contents Executive Summary Introduction Details of the project Objective Literature Review Methodology My Section

12 29 - 41 13 42 - 46 14 47 15 48

Data Analysis Recommendation Conclusion Bibliography

Executive Summary

The selling of goods to consumers; usually in small Quantities and not for resale. Retail is the acid test of interaction between consumers and product. Here this two definition of retail is explained what is the actual base of a retail industry. It is nothing except sale of goods. So for a good retailer inventory is the primary weapons for attack on the competitor in the same target area. It is quite possible that money doesnt matter for selling huge quantity. Because first thing is that; it is a growing market and there is room for
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everyone. Second thing is that the small businesses have their own strategic attributes or competitive advantages. So only one thing is that, to identify the people requirement at the right time at the right place is one of the competitive advantages for a retail industry. Being a fresher, I was excited right from the beginning about my summer experience. The experience was so different from what we are taught in a conventional classroom. Interacting with people from the organization and outside was very enlightening. Every point of contact was an immense source of value additions. That was an opportunity to get an exposure into real life business practices. Getting work done from people was the greatest challenge and the best learning experience I had. This project was started with the aim of understanding the store operation. After that the sale and to find out the square feet contribution of the section is assigned to me for study. I am enjoying a lot, actually in a retail store, display is a more important one. It may attract the customer or escape the customer from the store. The basic objective of the study was total sale of the section and to know the contribution of one section . This project was carried out in Pantaloons. Under the guidance of the Store manager and my respected faculty guide, Bengal Institute of business studies. I tried my level best to provide a wide coverage on the specific subject field. For this purpose I have divided the research work into four parts. Part one consists of introduction part which includes retail space, Govt. policy, organizational characteristics chain stores, company background, future group, awards, company vision, core values. Pantaloon description Blue-Sky section description
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Sales analysis of Blue Sky and Fashion Jewelry section Square foot analysis of blue sky section

Introduction To The Retail Industry

Retailing The Concept... Retailing consists of the sale of goods or merchandise from a very fixed location, such as a department store, boutique or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be individuals or
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businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. They attempt to satisfy consumer needs by having the right merchandise, at the right price, at the right place, when the consumer wants it.Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Retailing may be understood as the final step in the distribution of merchandise, for consumption by the end consumers. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy.

Evolution of Indian Retail... Origin of retailing in India can be traced back to the emergence of Kirana stores which used to cater to the local people. Eventually the government supported the rural retail and many franchise stores came up with the help of Khadi and Village Industries Commission. The economy began to open up in the 1980s resulting in the change of retailing. The first few companies to come up with retail chains were in textile sector like Bombay Dyeing, S Kumars, Raymonds, etc. Later Titan launched retail showrooms in the organized retail sector. Before 1995, retail outlets such as Foodworld in FMCG, Planet M in music and Crossword in books had taken their entry in to the market. Eventually hypermarkets and supermarkets emerged.
Weekly Markets Village Fairs Melas Mom & Pop Kiranas Convenience Stores PDS Outlets Khadi Stores cooperatives Exclusive Brand Outlets/Shopping Malls/Hyper /Super Markets jj

Size And Contribution Of Retail Industry In India... In terms of value, the Indian Retail industry is worth $300 billion. India retail industry is the largest industry in India, with an employment of around 8%. Its contribution to the Gross Domestic Product is about 11%, the highest compared to all other Indian Industries. The retail sector has also contributed to 8% of the employment of the country. The food and grocery retail sector is expected to multiply five times in the same time frame. The major reason behind the low participation in the Indian retail sector is the need for lumpy investments that
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cannot match up their break even points. The government policies are being revised from time to time to attract investments in this sector. Retailing In India- The Present Scenario... The present value of the Indian retail market is estimated by the India Retail Report to be around Rs. 12, 00,000 crores ($270 billion) and the annual growth rate is 5.7 percent. Retail market for food and grocery with a worth of Rs. 7, 43,900 crores is the largest of the different types of retail industries present in India. Furthermore around 15 million retail outlets help India win the crown of having the highest retail outlet density in the world. The contribution of retail sector to GDP has been manifested below:

Country Retail Sector's share in GDP (in %) India 10 USA 10 China 8 Brazil 6

As can be clearly seen, retailing in India is superior to those of its contenders. Retail sector is a sunrise industry in India and the prospect for growth is simply huge. There are many factors that have stimulated the rise of the shopping centres and multiplex-malls in a jiffy. Some of them can be listed as follows:
Rise in the purchasing power of Indians- the rise in the per capita income

in the last few years has been magnificent. This has led to the generation of insatiable wants of the upper and middle class. The demand of new as well as second hand durables has risen throughout the country thus providing the incentive for taking up retailing.
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 Favourable to farmers- retailing has helped in removing the middlemen

and has thus enhanced the remuneration to farmers. This is a new revolution in the agricultural sector in India and will go a long way in amending the condition of agriculture, a major concern among policy makers.
Use of credit- a typical Indian is most conversant with using credit cards

than carrying money. These have led to a shift of the consumer base towards supermarkets and make the payments in the form of credit.

Comfortable Atmosphere- a visit to a retail store appears to be more soothing for the generation-Y. People and kids prefer to shop in an air conditioned a tech savvy manner.

Unorganized retailing in India:-

In India, most of the retail sector is unorganized. In fact, the retail business contributes around 11% GDP. Of this, the organized retail sector accounts only for about 3% share, and the remaining share is contributed by the unorganized sector. Unorganized retailing has been there in India for centuries in the name of mom and pop stores. The main advantage in unorganized retailing is consumer familiarity that runs from generation to generation. It is a low cost structure, mostly operated by owners, has very low real estate and labour costs and has low taxes to pay. Organized retailing in India... In late 1990s, the retail sector witnessed a level of transformation. Retailing from then, has been perceived as an attractive commercial business for organized business, i.e. the pure retailers began to emerge. Organized retail business in India is very small but has tremendous scope. It accounts for only 11% of the GDP. In the total market, it accounts for only $8 billion of total revenue. Organized retail sector includes

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supermarkets, hypermarkets, stores and discounted stores.

discounted

stores,

speciality

Growth Drivers For Indian Retail Sector... Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating the convergence of the consumer tastes Liberalization of the Indian economy Increase in per capita income Advent of dual income families also helps in the growth of retail sector Consumer preference for shopping in new environments The Internet revolution is making the Indian consumer more accessible to the growing influence of domestic and foreign retail chains.. The Retail Market- Its Advantages...

Demographic favour and Urbanization

Rising disposable income

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 Increase in number of people in earner category. Shopping convenience Low labour cost of skilled ones. Changing consumer habits and lifestyles. Plastic card revolution. Greater availability of quality retail space.

Constraints Of The Retail Market... Numerous licence, permits and registration requirement. Lack of trained personnel at all level. Industry laws and taxation hurdles. Underdeveloped supply chain Underdeveloped logistics infrastructure. Lack of national distribution networks and hubs

Scope For Growth Of The Indian Retail Sector...

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The scope of the Indian retail market is immense for this sector is poised for the highest growth in the next 5 years. The growth of scope in the Indian retail market is mainly due to the change in the consumer behaviour. For the new generation have preference towards luxury commodities which have been due to the strong increase in income, changing lifestyle, and demographic patterns which are favourable. The scope for growth in the Indian retail market is seen mainly in the following cities: Mumbai Delhi Pune Ahmedabad Bangalore Hyderabad Kolkata Chennai

The scope of the Indian retail market is very vast. And for it to reach its full potential the government and the Indian retailers will have to make a determined effort. The Indian retail industry accounts for 11% of GDP and 8% of employment. India is being touted as the next big retail destination with an average three year compounded annual growth rate of 46.64%.

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Future group The Group... Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics. Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million square feet of retail space in 71 cities and towns and 65 rural locations across India. Headquartered in Mumbai (Bombay), The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look, touch and feel of Indian bazaars with the choice and convenience of modern retail. The groups speciality retail formats include, books and music chain, Depot, sportswear retailer, Planet Sports, electronics retailer, Ezone, home improvement chain, Home Town and rural retail chain, Aadhar, among others. It also operates popular shopping portal, futurebazaar.com. Future Group Manifesto... Future the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn our ability to evolve. We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need, But also get them where, how and when they need. We will not just post satisfactory results, we will write success stories. We will not just operate efficiently in the Indian economy, we will evolve it.
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We will not just spot trends; we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing: Rewrite Rules. Retain Values. Group Vision... Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner. Group Mission... We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and for masses. We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do.
We shall ensure that our positive attitude, sincerity, humility and united

determination shall be the driving force to make us successful. Core Values...

Indianness: confidence in ourselves Leadership: to be a leader, both in thought and business Respect & Humility: to respect every individual and be humble in our

conduct Introspection: leading to purposeful thinking

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 Openness: to be open and receptive to new ideas, knowledge and

information Valuing and Nurturing Relationships: to build long term relationships Simplicity & Positivity: Simplicity & positivity in our thought, business and action Adaptability: to be flexible and adaptable, to meet challenges Flow: to respect and understand the universal laws of nature

Companies and its Products... Home Solutions Retail (India) Limited Future Brands Limited, Future Media (India) Limited Future Logistic Solutions Limited, Future Capital Holdings Limited Pantaloon Food Product (India) Limited Future Knowledge Services Limited Future Generali India Insurance Company Limited

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Type Industry Founded Headquarters Area served Key people

Public (BSE: 523574)

Retailing India Mumbai India Kishore Biyani, (MD & CEO) Discount Stores Products Supercenters 6,019.00 crore (US$1.34 billion) [1] Revenue Parent Future Group Pantaloon.com Website Pantaloon Retail (India) Limited, is a large Indian retailer, which is part of the Future Group, and operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai, the company has over 1,000 stores across 71 cities in India and employs over 30,000 people, and as of 2010, it was the country's largest listed retailer by market capitalization and revenue . With effect from 1 January 2010 the company separated its discount store business, which includes the Big Bazaar hypermarket and the Food Bazaar supermarket businesses, into Future Value Retail Ltd., its wholly owned subsidiary, so that the company may be listed independently. The companys brands include Pantaloons, a chain of fashion outlets, Big Bazaar, a hypermarket chain and Food Bazaar, a supermarket chain. Some of the company's other regional brands include, Depot, Shoe Factory, Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, Collection i, selling home furniture products and E-Zone focused on catering to the consumer electronics segment.
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Lines of Business The company is present across several lines of business which have various formats (stores) Plywood, The Dollar Store (JV)

Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee Cooper (JV),IPM MEERUT(JV) General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S FAIR PRICE Electronics - eZone, Electronic Bazzaar, STAPLES (JV) Home Improvement - Home Town Furniture - Collection i, Furniture Bazaar, Home Bazaar E-tailing (Online Shopping) - www.futurebazaar.com Books & Music - Depot Leisure & Entertainment - Bowling Co., F123, TGIF (Thank God it's Friday!) Wellness - Star & Sitara, Tulsi Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom, T 24 (in alliance with TATA Teleservices) Consumer Durables - Koryo, Sensei, IPAQ Service - E Care, H Care , Design & Service Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon, Indore, Ahmedabad) Investment & Savings - Insurance: ULIP, Pension, Endowment etc.

Stock Information

Listed on: Bombay Stock Exchange Stock Code: BOM:523574

Company Timeline

1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, Indias first formal trouser brand. 1992 Initial public offer (IPO) was made in the month of May. 1997 Pantaloons Indias family store launched in Kolkata. 2001 Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket chain launched. 2002 Food Bazaar, the supermarket chain is launched. 2007 Future Group crosses $1 billion turnover mark.
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Pantaloons Celebrate the Fresh Look, Fresh Feel & Fresh Attitude at Pantaloons Fresh Fashion! Fashion is all about the now. Why, then should people not see a fresh look every time they walk into a Pantaloons store? That is the thought behind 'Fresh Fashion'. An idea that has captured the imagination of young India. With a focus on the youth of today, Pantaloons offers trendy and hip fashion that defines the hopes and aspirations of this demography. Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally. The look and whats in today for the season is sacrosanct. Pantaloons takes its promise of 'fresh fashion' very seriously making available to its customers the latest in fashion every week! All Pantaloons stores reflect the new ideology -- Fresh Feeling, Fresh Attitude, Fresh Fashion. The stores offer fresh collections and are visually stimulating thanks to appealing interiors and attractive product display! The first Pantaloons was opened in Gariahat in 1997. Over the years, it has undergone several transitions. When it was first launched, this store mostly sold external brands. Gradually, it started retailing a mix of external brands while at the same time introduced its own private brands. Initially positioned as a family store, it finally veered towards becoming a fashion store with an emphasis on 'youth' and clear focus on fresh fashion. Today, the fashion store extends to almost all the major cities across the country. A pantaloon has established its presence with stores not just in the metros, but also in the smaller towns. Pantaloons stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids.
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Marketing In Retail Industry... The retail sector is one of the most competitive in the business world, and so effective marketing strategy is needed in order to be successful.

Use of Internet

With the Internet increasing in popularity all the time, it is extremely important to use Internet marketing as a way to improve market share. In order to improve access to customers, create a web site where customers can view merchandise and possibly buy products online. Selling products online is a great way of expanding business without having to spend lots of money on new premises or retail locations. Promotional Offers Retail business is extremely competitive, and so even the smallest of promotions can give an edge over competitors. Business strategy should be to come up with regular and innovative promotions to entice customers into store. These promotions can range from offering a free gift with certain products to a competition entry when certain items are purchased

Signage and storefront

Although one can use plenty of complex marketing strategy techniques to attract customers, nothing is simpler and more effective than having a bold and effective storefront and signage. If you have a shop window, then keep the displays up to date and imaginative. Change the display each season and alter your sign every few years to keep things looking good. Customer concern Effective marketing strategy should always begin by asking customers what sort of products, services and promotions they want. This will give a better idea of how to market products and improve customer base
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Details Of The Project

The success of a company depends on the feedback it gets from its customers in terms of sales and values. Thus, in order to retain its performance, a company has to maintain its sales levels consistently. Achieving consistent sales is only possible when the company has a good establishment in the industry in terms of brand and position. In the retail industry, one of the best methods to promote a company is above the line and below the line activities carried out with reference to specific stores. These activities not only foster the sales of the company but also enhances brand establishment. In store activities are below the line activities performed inside specific stores where customers can get immediate offers, discounts and gifts as and when they come to shop in the stores. This not only satisfies the customers but also guarantees their revisits to the stores. Another important method to ensure a large amount of customers is to seek into their minds and find out what they want and what they desire for. Knowing the customer psyche and their attitude facilitates a company to carry out its marketing strategies in a more fruitful manner. Customers will not only feel connected when they get things at prices they want, but they would also ensure their loyalty towards the company. This project is based on the description of the different BTL activities done to promote Big Bazaar and the impact of these activities on the business of Big Bazaar. The second part of the project is an analysis done on the customer psyche of the Big Bazaar consumers. The report includes the details of different attitudes and the mindsets of the customers of Big Bazaar which has been formulated on the basis of feedback obtained from the store customers on an individual basis. The feedback has been formulated with respect to the different
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constituents of the big bazaar store. The project brings forth the issues concerning the customer awareness and measures to improve them.

OBJECTIVE... Most important objective being the generation of more revenue towards the company as much as Possible. To build a good relationship with the customers and to create a conducive climate for both the customers and the sellers. To gain awareness regarding customers relationship, customers choice, preferences and every details about the mode of operation of the company. To make the customer aware of the product, lunch of new products, benefits of products, its ranges, advantages, buying pattern of the consumers etc. To better understand the need of the customers and try to harmonize the relationship between the customers and the goods and service providers. To learn to built a worm and cordial relationship between the staffs. Literature Review... The field of consumer psyche and behaviour is enormous, and highlights the importance of the customer at the centre of the marketer's universe. Each consumer is unique with different needs and buying choices are influenced by habits that are in turn tempered by psychological and social drivers that affect purchase decision processes. The general structure and concept of consumer psyche is fragmented into four major categories: External influence, Internal influence, lifestyle and Decision making. External influences include culture, demographics, social status, reference group, marketing activities and family. Internal influences include perception, learning, memory, motives, personality emotions, and attitude. The lifestyle produce needs and desires. Culture plays the most pervasive influence on external factors of consumer psyche. Culture varies in values and nonverbal communications. Demographics consist of structure, size and distribution. Social status refers to ones position in
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relative to others on one or more dimensions valued in society. Household plays an important decision on most consumption decisions. Consumer psyche theory prior to the Second World War was based on accepted economic theory of the "rational man" model of decision making. The central idea of economics is that people make decisions by weighing costs and benefits in a rational manner. The consumer's objective is therefore to select a set of product quantities that maximise satisfaction (or utility), subject to available income. Utility in this context means the ability of a product to meet functional needs. The consumers then expend their income (budget) and selects specific amounts of the two products. Product prices and income are predetermined and, consequently only the quantities of the two products purchased are varied to maximise utility. Rational therefore means the "explainable" processes of consumer behaviour. Current approaches suggest that behavioural foundation in consumer decision processes are beyond pure rational dimensions and stem from both innate and acquired needs that Involve a complex combination of conscious and unconscious processes as well as rational and emotional factors. Thus consumer rationality is mediated by dynamics such as personal paradigms and perceptual distortion, risk tolerance, and power relations which in turn are subject to cultural and intellectual prejudices such as gender, age, and ethnicity. This contributes to the notion of marketing as a normative discipline with elements of art rather than science in its practice. Arguably as research "explains" the complexity of the dynamics of consumer psyche, it will expand the definition of what constitutes a rational consumer. This behavioural component allows marketers to identify prospective customers' needs and wants, and influence the exchange, perception, and satisfaction dynamics of the purchasing decision process.

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About the Store: Kankurgachi, Pantaloons: The largest pantaloons with Food bazaar Opened on 17th march, 2007 Did a business of 1.26 crores in a single day in its 1st year of operation-still unbroken on 15th August 2007. The first e-zone (cut-in) opened at pantaloons kankurgachi. The highest no of staff promotions happened in east zone It Happened In India the book written by Mr.Kishore Biyani was launched at kankurgachi by Mr.Kishore Biyani himself. T24-Indias first unpaid mobile service by Future group started its journey in east zone from here. LAYOUT OF THE STORE: The net carpet area is 51000 sqft The total super built up area of the store is 85000 sqft Our store has one customer entry/exit point We have separate entry & exit point for staffs We have four floors1. At ground floor- Ladies Apparels, Customer Service Desk (CSD), Wellness, Fine Jewellery, Fashion Accessories, Mobiles & Blue Sky 2. At first floor- Mens Apparels & footwear 3. At second Floor- E-Zone, kids wear, Sports wear, Toys, Mela, Gift items & Luggage 4. At Third Floor- Food Bazaar, Food Court, Liquor Shop, Fun Zone, Warehouse & Back Office
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 Floors can be accessed through escalators, elevators or stair cases We have separate stair cases for staff and customers Our store has 27 cash counters- on an average 7 cash counters at each floor

Methodology... From the store I got the data through secondary collection method . The data was collected from the organization system storing information. Every week sales ,target and respective achievement was collected from the system.

MY SECTION (BLUE SKY & FASHION JEWELLERY) In the blue sky section we have sunglasses and watches. Watches 1) TITAN 2) TIMEX 3) FAST TRACK 4) ESPIRIT 5) CITIZEN 6) TOMY HILFIGER 7) CASIO 8) ZOOP 9) GIORDANO 10) FOSSIL
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Sunglasses 1) Fast track 2) Ray-Ban 3) Carrera 4) Trends 5) Idee 6) Image 7) Poloroid 8) Divine 9) Scott 10) Van Heusen 11) Louis Phillipe 12) Pepe 13) Allen solly 14) Bulls Eye 15) Daclub 16) Dollar 17) lee-Copper 18) Mercuri 19) Miami blue 20) Spykar

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Fashion Jewelry 1) Mystic 2) Infinity 3) Glitz 4) Sia 5) Gurlz and Curlz 6) Tribal Zone 7) Urthan 8) Jazz 9) Sarah

FINE JEWLERY 1) Nirvana 2) D-Damas 3) Nakshatra 4) Gili 5) Cygnus 6) Sparkles

Measuring sales per square feet This is calculated by dividing the total sales of a particular category by total square foot of that category. Suppose bags sections total sale in a week is 100000 and total area of bag section is say 250 sq ft. than sales per square feet will be 100000/250 = 400 sqft.
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400 will be the sales per square feet of that particular section of bags.

DATA ANALYSIS

WEEK 46

SALES PER SQUARE FEET BAGS WATCHES SUNGLASS JEWELLERY 258.7 811.72 1113.78 290.96

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S ESPERS AL QUAREF EET

1500 1000 500 0 BAGS WATCHES SALES PER SQUARE FEET SUNGLASS JEWELLERY

Week 47

SALES PER SQUARE FEET BAGS JEWELLERY WATCHES SUNGLASS 493.341 248.618 654.35 667.58

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Week 48

SALES PER SQUARE FEET BAGS WATCHES SUNGLASS JEWELLERY 433.49 658.99 1285.39 283.1

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Week 49

SALES PER SQUAR FEET BAGS WATCHES JEWELLERY SUNGLASS 554.86 832.65 262.257 619.2

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Week 50

SALES PER SQUARE FEET BAGS WATCHES SUNGLASS JEWELLERY 447.388 739.52 1164.4 241.669

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PRODUCTIVITY OF blue sky & fashion jewellery

SUNGLASS ES
Global eye wear Rounak optical

SQUARE FEET ALLOTED TO THE BRANDS

SALES PER RETURN PER SQUARE FEET (in SQUARE FEET (in Rs) Rs) 7280 14830 159.25 229.865
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16 20

Star link Optiline Lexotica

16 20 8

10616 7681 3043

232.225 115.215 114.11

Fast track ROCKYM

16 8

30739 9620

499.508 420.87

WATCHES
CASIO TIMEX

SQUARE FEET ALLOTED TO THE BRANDS

SALES PER SQUARE FEET (in Rs) 27824 7173

RETURN PER SQUARE FEET (in Rs) 521.7 111.028

16 16

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FOSSIL TITAN FAST TRACK ZOOP

8 16 8 8

5179 29546 58874 58874 18086 5300 4905

148.89 240.061 1471.85 156.5 203.46 99.375 183.93

TOMMY HILFIGER 16 CTITZEN ESPIRIT 16 8

BAGS
BAGGIT

SQUARE FEET ALLOTED TO THE BRANDS

SALES PER RETURN PER SQUARE FEET (in SQUARE FEET (in Rs) Rs) 21123 178.225
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RICH BORN LONG HORNS SENORITA HOLII

44 32 24 60

21829 11378 13985 7173

173.63 99.55 233.08 39.45

FIORELLI FAST TRACK

40 76

11637 39422

101.82 72.62

JEWELLER Y
Sia Urthn

SQUARE FEET ALLOTED TO THE BRANDS

SALES PER RETURN PER SQUARE FEET (in SQUARE FEET (in Rs) Rs) 6591 8370 290.34 144.86
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Jazz Tribal zone Sarah Mystic Glitz Infinity

8 8 16 20 52 24

20443 6989 16219 12259 2914 18517

1149.91 393.131 354.790 232.921 24.096 208.316

Sales in week 49

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Analysis... 1) AMONG THE WATCHES CITIZEN IS THE LEAST MOVING WATCH.BECAUSE OF ITS HIGH PRICE AND STAFF
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UNABILITY TO SELL.FAST TRACK WATCHES,TITAN ARE FAST MOVING DUE TO ITS BRAND IMAGE.THEN COMES CASIO ,FOSSIL,ESPIRIT,ZOOP(FOR CHILDREN) TOMMY HILFIGER,GIORDANO ,TIMEX. 2)AMONG FAHION JEWELLERY GLITZ IS LEAST MOVING DUE TO THE SAME REASON GIVEN ABOVE.SIA IS FAST MOVING AMONG THE FASHION JEWLLERY DUE TO LESS PRICE ,GOOD COLLECTION .MYSTIC AND INFINITY ARE ALSO DOING GOOD IN THE SECTION.

3) JAZZ IS FAST MOVING AMONG SMALLER BRAND DUE TO ITS VARIETIES AND PRICE. TRIBAL-ZONE, URTHN, SARAH, GURLZ AND CURLZ ARE DOING GOODS. 4) AMONG SUN GLASSES FAST TRACK IS VERY FAST MOVING DUE TO ITS BRAND IMAGE.

AMONG BAG SECTION BAGGITS SALES IS MORE AMONG ALL OTHER BRANDS DUE TO MORE VARIETIES, GOOD STOCKS AND ITS LESS PRICE. LONG HORNS ARE LESS SALABLE IN THE STORE BECAUSE OF HIGH PRICE, ALL THE BAGS ARE OLD FASHION THE ARE NOT COMPETING WITH OTHER BRANDS.

Analysis of other factors:-

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On Friday, Saturday, and Sunday selling is more than compare to other days in a week. Because of more customer entry.

REASON BEHIND THE TARGET NON ACHEIVEMENT 1) STOCK NON-AVAILABILTY 2) NON AVAILABILITY OF PRODUCT AS PER THE CUSTOMER DEMAND 3) UNABILITY OF STAFF FOR ATTENDING THE CUSTOMER 4) CUSTOMER INCONVENIENCE ABOUT THE QUALITY OF THE PRODUCT 5) SET PRICE IS CUSTOMER NOT AFFORDABLE FOR THE GENERAL

6) MOST OF THE CUSTOMER ARE VISITORS 7) DAMAGED PRODUCTS ARE KEPT ALONG WITH SELLING PRODUCT WHICH HAD A NEGATIVE IMPACT ON THE MIND OF THE CUSTOMER 8) THERE IS HUGE CONFLICTS BETWEEN STAFFS. 9) STAFFS DOES THEIR LEDGER WORK IN PEAK HOURS ON THE COUNTER TABLE 10) BLUE SKY SECTION IS VERY SMALL WITH MANY BRAND AND THEIR STAFFS. 11) IF A CUSTOMER WANT TO BUY A PARTICULAR BRAND, IF THATS BRAND STAFF IS NOT PRESENT OTHER STAFF CONFUSES THE CUSTOMER BY SHOWING OTHER BRANDS. 12) SOME BRAND STAFFS ARE NOT FULLY TRAINED ESPECIALLY IN WATCHES SECTION.

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RECOMMENDATION
1) WE HAVE TO IMPROVE OUR QUALITY. FIRST OF ALL WE HAVE TO IMPROVE OUR QUALITY IN CASE OF BAGS.THE DAMAGED PRODUCTS SHOULD REMOVED FROM THE SITE OF SELLABLE PRODUCTS.BECAUSE IT CREATES INCONVEINENCE IN THE MIND OF THE CUSTOMER.

2) OUR PRICE IS HIGHER THAN THE LOCAL MARKET. CUSTOMERS ARE COMPLAINING THAT OUR PRICE IS HIGHER THAN LOCAL MARKET ESPECIALLY IN FAHION JEWELLERY.WE HAVE TO FIX OUR PRICES COMPARING WITH THE COMPETITOR AND THE LOCAL MARKET. 3) ALL PENTALOONS STAFFS SHOULD GREET THE CUSTOMER SAYING NAMASTAY WHICH IS NOT FOLLOWED BY THE STAFFS IN BLUE SKY OR IN JEWLLERY SECTION. 4) GIVE SUFFICIENT SERVICE WITHIN FIRST CALL OUR AFTER SALE SERVICE IS NOT STRONG WE HAVE TO IMPROVE IT. WE NEED NOT GIVE A SECOND CHANCE TO CALL FOR ANY HELP OR COMPLAIN.IF A CUSTOMER WANTS TO EXCHANGE ANY THING BE FRIENDLY WITH HIM AND ASK HIM ABOUT THE PROBLEM. AN EXCHANGE IS BETTER THAN NO SALE, BUT A SATISFIED CUSTOMER ISMORE IMPORTANT THAN A RETURN POLICY. 5) AVAILABLITY OF PRODUCTS OUR LOGISTICS SHOULD STRONG ENOUGH TO DELIVER THE GOODS WITHIN ONE OR TWO DAYS. MANY TIMES CUSTOMR
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ARE DISSATISFIED BECAUSE THEY ARE NOT FINDINGS THEIR DESIRED PRODUCTS. THE SALES EXECUTIVE CANNOT SAY ANYTHING FOR THE AVAILABILTY OF THE PRODUCTS. LOGISTICS SHOULD STRONG ENOUGH TO GIVE PROMISES TO THE CUSTOMER FOR THE AVAILABILITY OF THE PRODUCTS. 6) SOME SALES-GIRLS SHOULD BE APPOINTED IN BLUE SKY SECTION. 7) PACKAGING AND BILLING SECTION SHOULD BE THERE ONLY.

8)
BACK.

IN

THE

SUMMER

SEASON

THE

POSITION

OF

BLU E

SKY

SECTION(ESPECIALLY SUN-GLASSES)

SHOULD BE IN FRONT

NOT IN

9) IN
10)

THE SEASON OF MARRIAGE WATCHES COUNTER SHOULD BE IN FRONT .

MORE PROMOTIONAL ACTIVITY FOR BLUE SKY SECTION.

OTHER Roles and Responsibilities

A study on the performance of private V/s non private brands in the MENS DENIM section. A research on the customers preference in MENS DENIM. 1. Description of tasks handledAs being a marketing trainee certain tasks handled by me are: Selling on floor: helping and guiding the customer in the MENS DENIM

department to choose among all the available products, assisting them in shopping.

Check previous days performances: Daily Sales Report (DSR): Sales report includes information such as the sales volume per product or per product line. With the help of this report, we finally came to know whether the sales target has been achieved for the previous day and how much is left for the remaining week.

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 Department targets: Every department is given a weekly target from the management, which is to be achieved; on the basis of their achievement employees are given incentives. Check departments cleanliness Identify the stock v/s sales Identify fast moving and slow moving goods- Products which are sold in large quantities are known as fast moving goods. Products which are sold in small quantities are known as slow moving goods.
As a management trainee I have gained enough experience

particularly in relation to the initial efforts such as floor designing, stores arrangement, selling counters, and helping the customers in billing, which are the basic activities in a retail store.
We have experienced the effect of team work. An exposure to

work with the immediate superiors and experienced colleagues. And also learned the practical aspects of retailing, face to face dealing with the customers.
Relationship marketing: The essence of the successful retailing is

the lesson to be learned step by step and continuously every day. Retailing provides these wonderful opportunities of imbibing this vital quality of dealing with customers reaching up to their expectations, as each customer leaves a clue that would please customers.
Indeed the exposure at our companys retail outlets taught enough

of the practical marketing and sales essentials, which were further, enhance with timely and on the spot guidance rendered effectively by the supervisor on the floor. Observing the Customers - Taking problems of the customers to the department managers notice by observing the customers.
Doing the marketing activities: As a trainee I have participated in many

promotional activities like gaming to promote the store such as Othello, Plado, What men desire, etc.
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 Ensure all the stocks are properly tagged (hard tags, soft tags and skin tags). Ensure all damaged stock has been removed from the floor. Monitor sales and services. Check whether all the products are ironed or not. Find out which stocks are to be refilled, note them down and refill them from the logistics.
As a Marketing Trainee, I have also participated on The Great Indian

Shopping Festival- a marketing activity, an initiative taken by the Future Group, to promote the sales and satisfy their customers. The Great Indian Shopping Festival To salute this spirit, Future Group presents The Great Indian Shopping Festival. A Festival specially created for the customers, packed with fun and excitement. This occasion promises you- Best offers on shopping from all Future Group Stores; Assured Gifts; Bumper Prizes in lucky Draws; Festivities; Entertainment & above all a celebration which is larger than life.

SONE KI CHIDIYA (SKC) Once India was known as Sone Ki Chidiya (The Golden Bird). A land and people held in awe for her prosperity, her intellect, her culture. Today the world looks towards India again and it is in our hands to make Sone Ki Chidiya (The Golden Bird) soar again. Here how it works: You can get one Sone Ki Chidiya (SKC) point on every purchase of 250 Rupees. For example: if you shop for rupees 1000 - you can get 4 SKC points, if you shop for 1,650 rupees you can get 6 SKC points, if you continue shopping at Future Group Outlets you can get exciting assured gifts. During The Great Indian Shopping Festival (FGTGIS) period (16th April, 2011 to 15th May, 2011). The participating outlets were Pantaloons Big Bazaar
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Food Bazaar Home Town E-zone Furniture Bazaar Electronics Bazaar Home Bazaar Brand Factory Central Planet Sports

Parking lot analysis : We have worked in the parking area of Pantaloons,

Kankurgachi for 2 weeks only on weekends, i.e., only on Saturdays and Sundays to find out the problems in the car parking area for which our customers were going back due to lack of parking space.

We used to note down The time the car arrives. The time taken for checking the car and noting down its number. The time the car is waiting in a queue due to lack of parking space. Number of cars waiting at particular time. The time taken for the car to be parked.
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Analyze the problem in coordination of the security guards.

We have given certain suggestions about the parking lot analysis, which if implemented will definitely help to reduce the number of customers returning back due to lack of parking space. Some of the suggestions are as below:
Logistics cars should not be allowed on Saturday and Sunday after 5pm. Security staff should be well trained and should know driving, which is often required. There is a crossing (cut off) opposite to Kankurgachi Pantaloons car entrance gate, where a security person should be appointed, particularly on Saturdays and Sundays. Customers are getting down and getting in, in front of the gate. This practice should not be allowed. Number of security staff in the parking lot should be increased on Saturday, Sunday, holidays and during sales. Pantaloons cannot increase the car parking area, but within the same area the car parking capacity can be increased by using parkonet, the one that is used in big-bazaar sealdah. If the car parking is not full, the first 3 to 4 parking slot should be kept empty near the gate so that two car can pass by easily.

DISCUSSION AND CONCLUSION

Customers are the blood of an organization. In retail business customers are treated as breath. Retail business is concerned with the customers because it directly deals with the ultimate customers. In this modern era, customers are focusing more on service rather then price. Customer service is an important business process that firms carry out to ensure satisfaction and retention of their customers. Though it is a non-core activity of an organization, it helps in
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creating goodwill of the company since the company caters to the wants and needs of its customers. Customer service is a key parameter that differentiates a company from its competitors Customer service (also known as Client Service) is the provision of service to customers before, during and after a purchase. Customer service Refers to the identifiable, but sometimes intangible, activities undertaken by a retailer in conjunction with the basic goods and services it sells. Be used as a driver for service quality improvement. These are some dimensions of service quality which are mainly perceived by the customers: External Characteristics or Tangibles (tidy workplace, employee appearances) Reliability (meeting deadlines, consistency in interactions) Responsiveness (providing service promptly) Consideration or Assurance (personnel who are courteous, friendly, and polite: trustful and helpful). Empathy (giving individual care and attention: comprehensible transactions) of course the overall experience of the customers is satisfactory but we can make it memorable. We have to standardize our services by which customers will feel excited to come and purchase from Pantaloons.

Bibliography: Google.com Wikepedia.org Hinduonline.com Futurebazaar.com Bigbazaar.com

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Fmcg-marketingblogspot.com Busniessstanard.com Scribd.com Netashare.com Slideshare.net

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