INSTITUTE OF PROFESSIONAL EDUCATION & RESEARCH, BHOPAL

FINAL PROJECT REPORT

ON PANTALOON
ANURAG SAHU

2007-2009

A PROJECT REPORT On

RETAIL STORE MARKETING ACTIVITY

(IN STORE TIE-UPS FOR LOYALTY PROGRAM TO ACHIEVE GREEN CARD TARGET, TIE-UPS FOR EOSS AND DENIM EXCHANGE) AT PANTALOON RETAIL INDIA LTD.

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY ANURAG SAHU MBA IV SEMESTER

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF

INSTITUTE OF PROFESSIONAL EDUCATION & RESEARCH, BHOPAL

(BARKATULLAH UNIVERSITY, BHOPAL) 2007-2009

PREFACE
The research provides an opportunity to a student to demonstrate application of his/her knowledge, skill and competencies required during the technical session !esearch also helps the student to devote his/her skill to analy"e the pro#lem to suggest alternative solutions, to evaluate them and to provide feasi#le recommendations on the provided data

The research is on the topic of $RETAIL STORE MARKETING ACTIVITY (IN STORE TIE-UPS FOR LOYALTY PROGRAM TO ACHIEVE GREEN CARD TARGET, TIE-UPS FOR EOSS AND DENIM EXCHANGE) AT PANTALOON RETAIL INDIA LTD.

%lthough & have tried my level #est to prepare this report an error free report every effort has #een made to offer the most authenticate position with accuracy

ACKNOWLEDGEMENT
This 'ro(ect has #een made possi#le through the direct and indirect )ooperation of various persons, who have inspired me at every step of my work &t is a matter of pride for me to acknowledge my profound gratitude to my respected De n D!. A. S. K" #$ who always facilitates me in gaining practical knowledge

& am very much o#liged and thankful to my esteemed 'ro(ect *uide M!. M "e$" S%n& for his valua#le )ooperation and *uidance

%nd a#ove all, & am #eholden to my 'arents and other family mem#ers for their #lessing and encouragement in completing this task

ANURAG SAHU

DECLARATION
& here#y declare that the pro(ect report entitled 'RETAIL

STORE MARKETING ACTIVITY (IN STORE TIE-UPS FOR

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

The pro(ect was undertaken as a part of the course curriculum of +,% program, ,arkatullah -niversity, ,hopal This has not #een su#mitted to any other e.amination #ody earlier

ANURAG SAHU

TABLE OF CONTENT
SERIAL NO. / 2 2 0 P!e( )e A)*n%+#e,-e.en/$ S0n%1$&$ In/!%,2)/&%n . In,2$/!0 B )*-!%2n, 3. In/!%,2)/&%n %( In,& n Re/ &# K&n). M&#e$/%ne /% S2))e$$ 1 3 7 ,..C%.1 n0 In/!%,2)/&%n Te!.$ O( Re(e!en)e Me/"%,%#%-0 W%!* P!%(&#e .C2$/%.e! L%0 #/0 P!%-! . 3 .A3%2/ /&e421$ (%! G!een C !, n, EOSS ). C2$/%.e! En/!0 ,. H%+ /% &n)!e $e /"e C2$/%.e! En/!0 e. Den&. E5)" n-e 67 (. A)/&8&/&e$ ,%ne (%! Den&. e5)" n-e -. E%$$ 9 /0 // /2 ". A)/&8&/&e$ ,%ne ,2!&n- EOSS F&n,&n-$ %( T"e Re1%!/ Re)%..en, /&%n$ C%n)#2$&%n B&3#&%-! 1"0 33-72 72-70 71 73 23 27-29 00-31 CONTENTS PAGE NO. 0 1 3-/0 /2-21

JUSTIFICATION

FOR

THE

SELECTION

OF

THIS

PROJECT AND TITLE

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer marker, along with some other big names such as RP , !hoppers !top, Life !tyle, "estside, #bony, Piramyd etc$

%he reason why I chose this sector is because as there are huge opportunities in this sector in the coming years$ India was not into retail before &' years from now but now it is very much into organi(ed retailing$ %here is cut through competition in this field$ #very alternate day we hear of a new companies getting into Retail sector, where this makes competition tough$ I felt if I have e)perience in Pantaloon than I would be e*uipped to face the challenges that will come across while working in this sector$

I was in marketing along with +ustomer Loyalty Program$ I felt that while doing out marketing pro,ects for the Pantaloon store I will have well e)pose - e)perience of this field$ I got to learn a lot about retailing, marketing in retail sector, knowing different people, how e)actly product reaches final consumer, how all theses things are decided and how$ %his is the reason why Retail sector influences me the most$ !ince I was involved into marketing for different event of the store where all the parameters has to be considered which made this pro,ect more challenging - interesting$

OBJECTIVE OF THE STUDY

.b,ective of the Retail store /arketing was to make customers aware about the !ale offers during 0enim #)change and #.!! i$e$ #nd .f !eason !ale reen +ard target of +ustomer

provided by Pantaloon and also to achieve the loyalty Program during #.!!$ %o provide e)tra privileges to Pantaloons

reen +ard customers 1 keeping in

mind that they get e)tra privileges not only inside the store of Pantaloons, but also outside the store and to make the Pantaloon +ustomer Loyalty Program more powerful by doing tie1ups with Restaurants, 2ealth1+lubs, !aloons, Pubs, colleges, Laundries, %attoos /akers$ %o make company$ %o find out customer loyalty for Pantaloon store %o find out customer satisfaction reen +ard /embers reali(e that they are !pecial customers for the

INTRODUCTION
INDUSTRY BACKGROUND &ndia, like ,ritain, is a nation of shopkeepers 4ith over /2 million retail outlets, &ndia pro#a#ly has the highest density of retail outlets in the world, with one for appro.imately every 90 persons5 little wonder that the country is the ninth-largest retail market in the world, with estimated annual retail sales of around -672/1 #illion in 2001 8!s 930,000 crore9 %t the same time, the share of organised trade in this enormous market is currently very small &t is estimated at (ust -67: #illion 8!s 21,000 crore9 in 2001, up from -673 21 #illion 8!s 2:,000 crore9 in 2000 This accounts for less than 0 per cent of the total retail trade in the country

AN UNDERDEVELOPED RETAIL MARKET ;rganised trade in &ndia is very underdeveloped when compared with other emerging markets in %sia, <atin %merica and =astern =urope The &ndian and )hinese markets are compara#le in many aspects> ,oth countries are not homogeneous They comprise many markets within a single country, with significantly varying cultures and customer preferences across regions

There is a significant rural population in #oth countries, which has much lower purchasing power compared to the ur#an population ,oth countries are geographically very large and unevenly developed, adding a significant distri#ution and logistics dimension to the retail trade +onsumers in both countries are highly value conscious$ ,etween /993 and 2002, the organised retail market in )hina more than dou#led 4e estimate that the &ndian retail market is today at the same inflection point as )hina was in the mid-/990s )onsequently, considering a similar per capita *7' and roughly similar rates of economic growth, the &ndian organised retail market has the potential for e.ponential growth over the ne.t decade

CONSUMERISM9 THE NEW WAVE *rowing consumerism would #e a key driver for organised retail in &ndia 6everal demographic indicators show favoura#le trends for the growth of organised trade> R 1&, &n)%.e -!%+/"> consumers have a greater a#ility to spend &ncreasing ur#ani"ation> larger ur#an populations that value convenience, coupled with the higher propensity of the ur#an consumer to spend

G!%+&n- 0%2n- 1%12# /&%n> growth of the post-li#erali"ation maturing population, with the attitude and willingness to spend S1en, n%+ 8$. $ 8e e !#&e!> consumers are willing to #orrow for present consumption THE SI:E OF THE OPPURTUNITY !esearch done #y the Tata 6trategic +anagement *roup 8T6+*9 indicates that over the ne.t /0 years, the total retail market in &ndia is likely to grow at a compounded annual growth rate 8)%*!9 of 1 1 per cent 8at constant prices9 to -67270 #illion 8!s /3,77,000 crore9 in 20/1 The organised retail market is e.pected to grow much faster, at a )%*! of 2/ : per cent to -6711 #illion 8!s 203,000 crore9 in the same time frame, garnering around /1 per cent of overall retail sales ,ased on our pro(ections, the top five organised retail categories #y 20/1 would #e food, grocery and general merchandise5 apparel5 dura#les5 food service5 and home improvement 8Ta#le /9 .rganised retail market in India (Rs crore)

Retailers inspired by the "al1/art story of growth in small town 3merica are tempted to focus on smaller towns and villages in India$ 2owever, a careful analysis of the town strata1wise population, population growth, migration trends and consumer spend analysis reveals a very different picture for India$ %s per our estimates, the share of the 21 towns with a present population of greater than / million in &ndia?s total population would grow much faster than their smaller counterparts, from /0 2 per cent today to reach /0 0 per cent #y 2021 6imultaneously, the share of these towns in the overall retail market would grow from 2/ per cent today to 00 per cent #y 2021 "ithin these top 45 towns, an estimated 6' to 7' per cent of retail trade could be in the organised sector$ %his is similar to the e)perience in +hina, where in cities like !hanghai and 8ei,ing, the

organised sector accounts for 6' to 7' per cent of overall retail trade in certain categories$ Retailers should therefore focus on the top 46 towns in the ne)t decade, as the opportunity in smaller towns and rural India would be smaller and more fragmented, compared to the larger towns$ .rganised retail market in India 8Ta#le 29

There are a few key trends that one o#serves in international markets

TREND;9 CONVINENCE STORES AND HYPERMARKETS ARE GAINING PROMINENCE These are driven #y a consumer need for convenience and lower prices / higher value in mass categories, while the #ig #o. category killer stores are

gaining importance in the specialty retail categories 4hile supermarkets may emerge at the initial stages of retail market development, in the long term they are una#le to match the consumer value proposition of convenience stores and hypermarkets

TREND2: PRIVATE LABEL BRANDS BECOME IMPORTANT Private labels today account for &6 per cent of global retail sales, with the highest share of 94 per cent in #urope and the lowest share of : per cent in 3sia$ /;/ Planet Retail data shows that private label penetration varies from 95 per cent to <5 per cent among some of the largest retailers in the world$ *rowing acceptance among consumers, increasing price competition, the need for differentiation among retailers and the a#ility to offer higher margins are the key factors contri#uting to the growth of private la#els 'rivate la#els provide the retailer an a#ility to offer a significant price advantage to consumers, their prices #eing /3 to 22 per cent lower than manufacturers? #rands

IMPLICATIONS OF INDIAN RETAILER

*lo#al trends have important implications for &ndian retailers The &ndian consumer is very value conscious5 willing to spend money in most cases, #ut constantly cost conscious, evaluating every rupee spent &t is therefore imperative for retailers to offer a price advantage through sourcing and operational efficiency, as well as a strong private la#el programme to attract customers =.isting and new entrants need to achieve scale quickly to drive efficiencies in procurement, supply chain and marketing =lse, they risk #eing marginalised #y larger players !eal estate and human resources will #e the critical drivers to #uild scale 4hile there are a few hundred malls under various stages of development across the country at present, retailers will also need to think out of the #o. to ensure the availa#ility of real estate This may include acquiring and developing the real estate themselves, rather than wait for mall development *iven the rising demand for retail real estate, retailers will need to take a long-term view on rentals and look at alternative options like ownership or very long leases !etailers that invest in training will #e a#le to ensure the availa#ility of quality manpower in a rapidly growing market &n conclusion, the retail market in &ndia offers an opportunity for a large player to #uild a !s 00,000-crore retail #usiness spanning multiple categories #y 20/1 8at current prices9 )ompared to this, the revenue of the

largest &ndian retailer, 'antaloon, grossed only !s /,0:1 crore in 2001 <ittle wonder that large domestic #usiness houses and international retailers have e.pressed a keen interest to enter the retail sector in &ndia To capitalise on the opportunity, however, players need to #e aggressive in outlook and #uild scale quickly

INTRODUCTION OF INDIAN RETAIL KING

MEET INDIA<S KING OF RETAIL MR. KISHORE BIYANI -nlike most people, @ishore ,iyani makes no #ones a#out his simplicity Ae?s the man you?re most likely to ignore at the 'antaloon or ,ig ,a"aar store, as he stands in a corner o#serving the way you shop ,ut make no mistake5 what he may lack in sartorial style, he more than makes up through his o#servation powers Bou?ll never catch him in a tie and (acket Ae isn?t a stickler for large cars, and has (ust graduated from driving a Aonda )ity to a Aonda %ccord, though he?s (ust as content driving around in a (unior manager?s +aruti :00 Ae is a strict vegetarian, and is currently off cheese and fried foods, #ut will otherwise eat anything that is green

Pantaloon?s @ishore ,iyani has #ecome &ndia?s largest retailer, #ut still has several aces up his Cohn +iller shirtsleeves &n &ndia?s chaotic markets, @ishore ,iyani is the unchallenged king of retail Ae has the knack of catching rivals off-guard and striking where it hurts most ,iyani?s victory isn?t une.pected &ndia?s own 6am 4alton 8the legendary promoter of 4almart9 is quick to sei"e any advantage 4hich is why the denim manufacturer who quit the trade #ecause Dit wasn?t creative enoughD commands over / 2 million sq ft of retail space ,ut even si"e hasn?t made a difference to ,iyani?s vaulting am#itions and he?s on an even faster tra(ectory of growth Ae?s #ooked over 0 1 million sq ft of space across the country, and will utilise 2 million sq ft #y this year?s end in 22 &ndian cities Ae will invest over !s 200 crore 8!s 2 #illion9 to make this dream a reality 6ays ! 6 !oy, editorial director of the maga"ine !etail, which tracks the industry closely> D+all developers have him in mind #efore they start constructing Ais presence ensures footfalls and a premium for the mall D

Two years ago, no one took @ishore ,iyani seriously Ais company, 'antaloon !etail, was seen as a one-man show ,iyani himself was regarded as unpredicta#le, and not a long-term #et Today, he is the #iggest retailer in &ndia &n two years, @ishore ,iyani has #ounced #ack to #ecome &ndia?s largest retailer

MILESTONES TO SUCCESS9 /9:7 - )ompany incorporated as +an" 4ear 'rivate <imited <aunch of 'antaloons trouser, &ndiaEs first formal trouser #rand /99/ - <aunch of ,%!=, the &ndian (eans #rand /992 - &nitial pu#lic offer 8&';9 was made in the month of +ay /990 - The 'antaloon 6hoppe F e.clusive menswear store in franchisee format launched across the nation The company starts the distri#ution of #randed garments through multi-#rand retail outlets across the nation /991 - Cohn +iller F Gormal shirt #rand launched

 /997 - 'antaloons F &ndiaEs family store launched in @olkata 200/ - ,ig ,a"aar, H&s se sasta aur accha kahi nahinE - &ndiaEs first hypermarket chain launched 2002 - Good ,a"aar, the supermarket chain is launched 2000 - )entral F H6hop, =at, )ele#rate in the Aeart of ;ur )ityE &ndiaEs first seamless mall is launched in ,angalore 2001 F Gashion 6tation F the popular fashion chain is launched a<< F Ha little largerE F e.clusive stores for plus-si"e individuals is launched 2003 - Guture )apital Aoldings, the companyEs financial arm launches real estate funds @shiti( and Aori"on and private equity fund &ndivision 'lans forays into insurance and consumer credit +ultiple retail formats including )ollection i, Gurniture ,a"aar, 6hoe Gactory, =Ione, 7epot and future#a"aar com are launched across the nation *roup enters into (oint venture agreements with =T%+ *roup and *enerali

COMPANY PROFILE

'antaloon !etail 8&ndia9 <imited, is &ndiaEs leading retailer that operates multiple retail formats in #oth the value and lifestyle segment of the &ndian consumer marker Aeadquartered in +um#ai 8,om#ay9, the company

operates over 1 million square feet of retail space, has over 210 stores across 00 cities in &ndia and employs over /:,000 people

The companyEs leading formats include 'antaloons, a chain of fashion outlets, ,ig ,a"aar, a uniquely &ndian hypermarket chain, Good ,a"aar, a supermarket chain, #lends the look, touch and feel of &ndian bazaars with aspects of modern retail like choice, convenience and quality and )entral, a chain of seamless destination malls 6ome of its other formats include, 7epot, 6hoe Gactory, ,rand Gactory, ,lue 6ky, Gashion 6tation, a<<, Top /0, m,a"aar and 6tar and 6itara The company also operates an online portal, future#a"aar com % su#sidiary company, Aome 6olutions !etail 8&ndia9 <imited, operates Aome Town, a large-format home solutions store, )ollection i e selling home furniture products and =-Ione focused on catering to the consumer electronics segment 'antaloon !etail is the flagship company of Guture *roup, a #usiness group catering to the entire &ndian consumption space

 FUTURE GROUP: Guture *roup is &ndiaEs leading #usiness group that caters to the entire &ndian consumption space <ed #y +r @ishore ,iyani, the Guture *roup

operates through si. verticals> operates through si. verticals> !etail, )apital, ,rands, 6pace, +edia and <ogistics %part from 'antaloon !etail, the groupEs presence in the retail space is complemented #y group companies, &ndus <eague )lothing, which owns leading apparel #rands like &ndigo Jation, 6cullers and -r#an Boga, and *ala.y =ntertainment <imited that operates ,owling )o, 6ports ,ar, G/22 and ,rew ,ar The groupEs (oint venture partners include Grench retailer =T%+ group, -6-#ased stationary products retailer, 6taples and -@-#ased <ee )ooper *roup )ompany, 'lanet !etail, owns and operates the franchisee of international #rands like +arks K 6pencer, Je.t, 7e#enhams and *uess in &ndia The groupEs &ndian (oint venture partners include, +anipal

Aealthcare, TalwalkarEs, ,lue Goods and <i#erty 6hoes Guture )apital Aoldings, the groupEs financial arm, focuses on asset management and consumer credit &t manages assets worth over L/ #illion that are #eing invested in developing retail real estate and consumer-related #rands and hotels The group has launched a consumer credit and financial supermarket format, Guture +oney and soon plans to offer insurance products through a (oint venture with &talian insurance ma(or, *enerali

The group is currently developing over 10 malls and consumption centers across the country and has formed a (oint venture company focusing on mall management with 6ingapore-#ased )apita<and, one of %siaEs largest property companies Guture *roupEs vision is to, $deliver =verything, =verywhere, =very time to =very &ndian )onsumer in the most profita#le manner M The group considers H&ndian-nessE as a core value and its corporate credo is - !ewrite rules, !etain values C !"#$%&' ()') $: Guture *roup shall deliver =verything, =verywhere, =verytime for =very &ndian )onsumer in the most profita#le manner.

C%.1 n0=$ M&$$&%n9 4e shall infuse &ndian #rands with confidence and renewed am#ition 4e shall #e efficient, cost- conscious and committed to quality in whatever we do 4e shall ensure that our positive attitude, sincerity, humility and united determination shall #e the driving force to make us successful

PARTNER COMPANIES OF PANTALOON

;. H%.e S%#2/&%n$ Re/ &# >In,& ? L/,9 Aome 6olutions !etail 8&ndia9 <td 8A6!&<9 leads the groups foray in the home improvement and consumer electronics retailing segment &t caters to home management requirements and products, including furnishings and te.tiles, furniture, consumer electronics, home electronics and home services &t operates retail formats like Aome Town, Gurniture ,a"aar, )ollection &, =-Ione, and =lectronics ,a"aar 2 F2/2!e C 1&/ # H%#,&n-$> Guture )apital is the financial arm of the group and is involved in asset management 8#oth private equity and real estate funds9 with plans to get into other financial services including insurance, credit and other consumer related financial services &ts associate companies are @shiti( &nvestment %dvisory )o <td , &ndivision &nvestment %dvisers <td , and %m#it &nvestment %dvisory )o <td @. In,2$ #e -2e )#%/"&n- L/,. 9

The group owns a ma(ority stake in &ndus <eague )lothing <td , one of the leading apparel manufacturers and marketers in &ndia 6ome of its leading #rands include &ndigo Jation, 6cullers, -r#ana, -r#an Boga and Cealous

A. G # 50 En/e!/ &n.en/ C%!1%! /e L/,. 9 The group owns a stake in *ala.y =ntertainment )orporate <td that operates chains like ,owling )ompany, 6ports ,ar and ,rew ,ar JOINT VENTURES COMPANIES ;. P# ne/ Re/ &# H%#,&n-$ L/,. 9 The group is a (oint venture partner in 'lanet !etail Aoldings <td , which operates sports, lifestyle and leisure retail chain &t also owns the franchisee and distri#ution rights of #rands like +arks K 6pencer, *uess, 7e#enhams and 'uma in &ndia B. F%%/. !/ Re/ &#9

Gootmart !etail is a (oint venture with <i#erty 6hoes and is engaged in the retailing of footwear products in &ndia

@. C 1&/ # L n, Re/ &# In,& 9 The group is a (oint venture partner in )apita<and !etail &ndia, along with 6ingapore-#ased )apita<and <imited The company provides retail

management services to retail properties owned or managed #y various group companies and investment funds

LINE OF BUSINESS

e C /e##&n-

Guture#a"aar com offers the widest range of products at Hlowest prices F everydayNE Aaving pioneered the retailing #usiness in &ndia, '!&< has now decided to revolutioni"e the consumer e-commerce #usiness in &ndia &t intends to provide customers with a streamlined, efficient and world class personali"ed shopping e.perience, which will #e supported with the #est technology platform

,uying products is a 2 step simple process %ll one has to do is 6earch, !egister and ,uy Aere you can e.pect a shopping e.perience akin to shopping at an actual #a"aar #ut with added simplicity K everyday low prices and an assurance of ?your product? will #e delivered within 7 days of purchase 4e are proud to inform you that Guture ,a"aar has #een named as the ,est &ndian 4e#site 2007 in the 6hopping category #y ') 4orld Guture ,a"aar won the top spot after #eating other esta#lished players like !ediff, &ndiatimes, 6ify, e#ay, &ndiapla"a, )hennai ,a"aar and &ndia +all The award was presented to Guture ,a"aar for its Ddecent, no-nonsense approach, while providing a good shopping e.perienceD B.F%%, ,rew ,ar> The ,rew ,ar is a classy and refined5 yet reasona#le an egalitarian a #ar with loads of #onhomie )afO ,ollywood> &ndian street food #ut with assurance of highest levels of hygiene and quality )hamosa> )hamosa is a #randed chain, which sell the local &ndian snack com#ination of tea and samosas

 Good ,a"aar> <ife is all a#out good taste and food #a"aar aims to ensure the same 4ith the low prices, a wide selection of products and guaranteed freshness, you are #ound to find it irresisti#le 6ports ,ar> % #istro focused on the world of sport, the 6ports ,ar is complimented with an unrivalled am#ience @.F $"&%n9 %<<> 6hop #ig and shop for #ig, co" fashion (ust got a little largerN Gashion for plus si"e people ,ig ,a"aar> &f value for money is what drives your purchase5 there can #e no #etter place for you other than ,ig ,a"aar ,lue sky> %ccessories like never #efore and watches at your kind of prices )entral> % showcase, seamless mall for all your needs <ocated in the heart of your city, )entral invites you to 6hop, =at, and )ele#rate Gashion station> Gashion 6tation takes fashion a notch higher in the value segment for the ones who have an eye for it get the #est in sunglasses

*iny K Cony> *ini and Cony is a lifestyle #rand with a radical approach to kidsE fashion The #rand caters to an age group of 2 to /3

years, that is u#er chic, style conscious and stresses on a $head to toeM fashion concept Javaras> Javaras is a fine 22 carat pure gold and diamond (ewellery #rand, retailed from ,ig ,a"aar stores <ee )ooper> !egarded as a #rand that is fun to wear and #e associated with, <ee )ooper offers the entire range of lifestyle products in fashions category for young men and ladies 'antaloons> Today a leader in fashion the young and trendy Top /0> Top /0 is #ased on the concept of the ever popular countdown shows, where the trendiest styles get ranked from / to /05 the highest selling item gets the highest rankingN 'romises Gresh Gashion for

BOARD OF DIRECTORS MANAGING DIRECTOR> M!. K&$"%!e B&0 n& is the +anaging 7irector of 'antaloon !etail 8&ndia9 <imited and the *roup )hief =.ecutive ;fficer of Guture *roup

WHOLE TIME DIRECTOR> o M!. G%1&*&$" n B&0 n& o M!. R *e$" B&0 n&

 NON4 WHOLE TIME DIRECTOR> o M!. Ve, P! * $" A!0 . INDEPENDENT DIRECTORS9 o M!. S" &#e$" H !&3" */&. o M!. S D%!e$+ .0. o D!. D O K%$"0. o M$. AnD2 P%,, !. o M$. B # De$"1 n,e. o M!. An&# H !&$". TERMS OF REFERENCE The time period given for the tie-ups for the *reen )ard )ustomer <oyalty 'rogram, 7enim =.change and =;66 i e =nd of 6eason 6ale was a short span of time i e Cust 20 7ays The marketing activity was restricted to 'une region only

 There was no monetary stipulation for the 'ro(ect only traveling allowances were given 4e were asked to present the findings on the =.cel sheet or on the word

RESEARCH METHODOLOGY Re$e !)" &$ n %!- n&Ee, n, $0$/e. /&) + 0 %( (&n,&n- n$+e!$ /% F2e$/&%n$

SYSTEMATIC #ecause there is a definite set of procedures and steps which you will follow There are certain things in the research process which are always done in order to get the most accurate results ORGANI:ED in that there is a structure or method in going a#out doing research &t is a planned procedure, not a spontaneous one &t is focused and limited to a specific scope FINDING ANSWERS is the end of all research 4hether it is the answer to a hypothesis or even a simple question, research is successful when we find answers 6ometimes the answer is no, #ut it is still an answer QUESTIONS are central to research &f there is no question, then the answer is of no use !esearch is focused on relevant, useful, and important questions 4ithout a question, research has no focus, drive, or purpose

DATA COLLECTION METHOD The methodology adopted for data collection for the marketing activities i e the tie-ups with !estaurants 'u#s

 6aloons <aundries 6ocieties etc was 'rimary +ethod #ecause all this was done #y meeting personally talking directly face to face or it can also #e called as 'ersonal &nterview method SAMPLING 6ampling method used was 6tratified 6ampling STRATIFIED SAMPLING &n stratified sampling the entire population is divided into num#er of strata like income, se. education etc % random sample is then drawn from each strata such that si"e of sample drawn from each strata is proportional to si"e of strata Time required for this sampling method is low <ower sample si"e is required for this sampling and the cost involved is average 6ampling +ethod used was stratified method #ecause the entire 'une city was divided into different strataEs and then we had to take the sample of only %P !estaurants, saloons, 'u#s, laundries and societies etc

SAMPLE SI:E 6ample si"e was 71 including all restaurants, laundries, saloons, societies, pu#s etc SAMPLING PERIOD 6ampling 'eriod given was (ust 20 days for all *reen )ard )ustomer <oyalty 'rogram also for the =;66

Q-=6T&;JJ%&!=

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

WHAT IS YOUR NAME

WHAT IS YOUR GENDER /3L# =#/3L# WHAT IS YOUR AGE ' to 9' 9' to 4' 4' to :' :' plus WHAT IS YOUR MONTHLY INCOME RANGE less than 95,''' 95,''' 1 5',''' 5',''' 1 65,''' 65''' plus HOW OFTEN DO YOU SHOP AT PANTALOONS 3L/.!% /.>%2L? @A3%#RL? 3L/.!% #B#R? C /.>%2! ?#3RL?

WHAT IS YOUR AVERAGE SPENDING AT THE STORE less than 5'' 5'' to &''' &''' to &5'' &5'' to 9''' 9''' plus WHICH OF THE FOLLOWING SERVICES WOULD YOU LIKE TO BE INCORPORATED IN OUR STORE !%?LI> +.!AL%3>+? 3R#3

DI0! PL3?I>

2./# 0#LIB#R? 3=%#R 3L%#R3%I.> ARE YOU READY TO DISBURSE EXTRA AMOUNT FOR STYLING CONSULTANCY ?#! >. IF SO, HOW MUCH less than 5' 5' to &'' &'' to &5' &5' plus ARE YOU READY TO DISBURSE EXTRA AMOUNT IF WE PROVIDE YOU WITH THE KIDS PLAYING AREA ?#! >. IF SO, HOW MUCH less than 5' 5' to &'' &'' to &5' &5' plus ARE YOU READY TO DISBURSE EXTRA AMOUNT FOR HOME DELIVERY AFTER

ALTERATION ?#! >. IF SO, HOW MUCH less than 5' 5' to &'' &'' to &5' &5' plus WHICH OF THE FOLLOWING STORES DO YOU FIND MOST ACCESSIBLE P3>%3L..>! !2.PP#R! !%.P "#!%!I0# 3>? .%2#R