SWAYAM SIDDHI COLLEGE OF

MANAGEMENT & RESEARCH

A PROJECT REPORT ON
STUDY ON CONSUMER SALES PROMOTIONS
OF APPAREL RETAIL STORES

SUBMITTED BY:
PARINAY SHASHIKANT MATKAR
MMS BATCH 2008-2010 (MARKETING)

UNDER THE GUIDANCE OF

PROF. TUSHAR CHAKRAVARTY

IN THE PARTIAL FULFILLMENT OF
MASTERS OF MANAGEMENT STUDIES (MMS)
OF

UNIVERSITY OF MUMBAI

[Approved by AICTE, Affiliated to University of Mumbai & Govt. of Maharashtra DTE Code – MB
336]
(An ISO 9001-2000 Certified Institute)
Sonadevi Weight Bridge, Near Octroi Naka, Kalyan Road, Temghar, Bhiwandi, Dist. Thane – 421 302

CERTIFICATE
This is to certify that Mr. PARINAY SHASHIKANT MATKAR (Roll
No.1328) student of Second Year Master of Management Studies
(MMS/MBA) of SWAYAM SIDDHI COLLEGE OF MANAGEMENT &
RESEARCH has successfully completed the winter project work titled
“STUDY ON CONSUMER SALES PROMOTIONS OF APPAREL
RETAIL STORES” in partial fulfilment for the degree of Master of
Management Studies of University of Mumbai.

Date:

/ /2010

Signature of the project guide

Prof. Tushar Chakravarty

Director

Dr. Nilesh Chatterjee

Declaration
I, Mr. Parinay Shashikant Matkar, hereby declare that the project report
titled “Study on consumer sales promotions of apparel retail stores” is the record
of authentic work carried out by me during the academic year 2008 – 2010 and has
not submitted to any other university or institution towards the award of any degree.

Date: / /2010

______________________
Signature
(Parinay S. Mtakar)

Acknowledgement
I, Mr. Parinay Shashikant Matkar (Swayam Siddhi College of Management and
Research, Bhiwandi), would like to thank my project guide, Prof. Tushar Chakravarty
for his valuable guidance and support which has helped me immensely in completing
this project.
I also want to thank the college director Mr. Nilesh Chatterjee and other professors,
my friends and colleagues, who have directly or indirectly helped me out in the
completion of my project.
Lastly, I would like to thank the entire staff of all the stores for their cooperation
during my project work.

INDEX

Title

Page no.

Introduction to retailing

1

Apparel Retail Industry

3

Major players in Apparel Retail

6

Sales Promotion

8

Objectives

11

Research Methodology

12

Analysis

15

Findings

41

Conclusion

43

Bibliography

44

as they are the trend setters. three apparel retail stores of different well known business groups. As apparel retail is led by fashion. The core purpose of the survey was to study the sales promotion activities performed by apparel retail outlets which results in stimulating product interest. The responses were analyzed and results were obtained. purchase and stock clearance. rather than in future.Executive Summary In a market like India. To sustain in such a volatile market. a retailer needs to keep a close watch on fashion amongst teenagers. This highlights the importance of sales promotions.short term activities which induces trade or consumer to buy now. Seasonal variations on stocking pattern and need to clear inventory at the end of season should be understood by apparel retailer. Introduction to retailing . companies have to bring innovative solutions. trial. The topic of the project is to perform a study on consumer sales promotion activities of the apparel retail stores in Mumbai. Apparel retailer needs to understand critical role of sales promotions. as the value of apparel after the season goes down substantially and inventory carrying burden turns out to be very high. there is a constant clash between challenges and opportunities but chances favour those companies that are trying to establish themselves. located in Mulund (W) area of Mumbai were surveyed and interviewed. affluent urban Indians are shopping like never before. With the advent of modern format retailers and the growth of plastic cards. To accomplish the above.

Notable in Indian firms are Pantaloons Retail & Big Bazaar. Recent moves by big corporate houses like Reliance Industries has further fuelled the major investments in retail sector. However. the unorganised retailing has dominated the Indian landscape so far. Wal-Mart stores have just started operations in India. and would help in achieving higher GDP growth. Barnies are planning to expand in a major way in India. At 6%. Both MNCs and Indian firms want to get their share of this burgeoning pie. companies have to bring innovative solutions. Thus. In the name of retailing. the unorganized retail sector has 97% presence whereas the organized accounts for merely 3%. and Poland (12%). the retail industry in India is undergoing a major shake-up as the country is witnessing a retail revolution.The revolution in retailing industry has brought many changes and also opened door for many Indian as well as foreign players. Malls and mega malls are coming up in almost all the places. Reliance. Cafe Coffee Day. Indian market has potential to accommodate many retail players. be it metros or the smaller cities. Some leading retail coffee chains of the world like Starbucks. Trent’s Westside. across the length and breadth of the country. even when compared to Brazil (14%). Retailing is still in its infancy in India. Govt of India’s plan of changing the FDI guidelines in this sector speaks of the importance attached to retailing. to sustain in a market like India. In a market like India. Shopper’s stop. Wills Lifestyle stores. there is a constant clash between challenges and opportunities but chances favour those companies that are trying to establish themselves. Industry has already predicted a trillion dollar market in retail sector in India by 2010. the share of employment of retail in India is low. Subhiskha. A McKinsey report on India (2004) says organized retailing would increase the efficiency and productivity of entire gamut of economic activities. because still a small proportion of the pie is organized. land acquisitions in prime areas give the essence of the mood in this sector. According to an estimate. which are present in India in different retail formats. A strategic alliance. The old traditional formats are slowly changing into more complex and bigger formats. The Indian retail sector .

new age book stores. Apparel retail industry . There is no doubt that the Indian retail scene is booming. Goenka’s — have already made their foray into this arena. Traditionally it was a family’s livelihood. The Indian retail sector is estimated at around Rs 900. every-day-low-price stores. Shoes. Beverages. diversify and introduce new formats has to pay more attention to the brand building process. of which the organized sector accounts for a mere 3 per cent indicating a huge potential market opportunity that is lying in the waiting for the consumer-savvy organized retailer. More than 99% retailer’s function in less than 500 square feet of shopping space. supermarkets. Raheja’s. office equipment stores and home/building construction stores. Purchasing power of Indian urban consumer is growing and branded merchandise in categories like Apparels. A number of large corporate houses —Tata’s. Watches. selfservice music stores.000 crore. Piramals’s. Today the organized players have attacked every retail category. with beauty and health stores. Food and even Jewellery. while they run the retail business. The emphasis here is on retail as a brand rather than retailers selling brands. Indian retailers need to take advantage of this growth and aiming to grow. are slowly becoming lifestyle products that are widely accepted by the urban Indian consumer. computers and peripherals stores.India is the country having the most unorganized retail market. with their shop in the front and house at the back. The focus should be on branding the retail business itself. Cosmetics.

With growing working women wearing western wear to work. market for good readymade clothes is likely to grow. Westside and Pantaloon have popularised their private labels. It is the largest sector. This has led to a thriving unbranded or local brand market for ready-to-wear clothes leading to severe competition.000 every year. These are designer clothes that incorporate Indian motifs. India is a filmcrazy nation. décor is very critical. Westside carries only its own private labels. It gets replaced by different design. In the large urban centres. Hence organized retailers like Lifestyle. and set the popular fashion trend. like Shoppers Stop. They affect various sectors of the market including clothing. They provide entertainment and an escape from reality for India’s masses. Customers look to design and fit of the clothes. With the advent of modern format retailers and the growth of plastic cards. has a loyalty programme called `The Inner Circle'. for instance. Bollywood fashions have become pan Indian. They spend mornings browsing in stores looking for deals or latest styles. A person visiting the store frequently likes to see . which have attracted urban shoppers. weddings and fashion accessories. while Pantaloons offers a `Green Card' Rewards programmes. affluent urban Indian women are shopping like never before. retailer ensures that there is no repetition of same. Westside has `Club West' to woo the customers. ethnic fabrics and are a fusion of western and Indian styles. Seasonal variations on stocking pattern and need to clear inventory at the end of season should be understood by apparel retailer. Typically once an item is sold from the outlet.In India. Importance of store layout. Characteristics of Apparel retail sector As apparel retail is led by fashion. footwear. style and colour. and pressed for time. with more than 1. Customers have loyalty to a store rather than any particular garment brand. a player needs to keep a close watch on fashion amongst teenagers as they are the trend setters. and use the shop’s name as a quality standard. 20-30% of their apparel turnover is from private labels. clothing retail accounts for 36% of organised retail business. apparel retailers. Role of Bollywood in spreading fashion needs to be understood. Ready-made apparel accounted for an estimated 20% of domestic clothing sales in 2005. and the largest producer of films. Upper income urban women are adopting ethnic wears. while for the other stores.

Category management becomes very crucial function as transformation of design into production and delivery has to be completed before fashion or fad changes in the market. Apparel retailer needs to understand critical role of sales promotions. stock piling and brand switching on the part of a consumer which substantially reduces retailers’ financial and inventory risk and consumers’ financial risk and psychological risk. Seasons of Retailing . Attractive promotions induces purchase acceleration. This highlights the importance of sales promotions.changes in the layout otherwise he may carry the impression that stocks are not moving out of the store.short term activities which induces trade or consumer to buy now rather than in future as the value of apparel after the season goes down substantially and inventory carrying burden turns out to be very high.

Holiday Season • It begins usually at the end of October and carries through the fourth quarter ending in January. “right- look” and the “descent” image is still important to them. Major Players in apparel retail . It is not just the clothes and accessories. Spring Season • It lasts from February to May • Fewer footfalls are recorded in malls. Christmas and New Year Eve bring more customers. but the whole look that the teen girls aspire to define. • This season is good for promotions and launching new advertisement campaigns. Women • “Teen” girls represent a lucrative opportunity for retailers. • Men tend to spend more money on electronic gadgets. Diwali. • Women spend more on jewellery and household items and thus they contribute a lot more in terms of revenue. • “Teen” girls are more trend savvy. • Retailers are provided a good opportunity to increase their share. • Low sales are recorded during this period. • Festivals like Dusherra.Summer Season • It is usually from May to July. sports goods and music. • Usually it is the best time for retailers. food. They are going to become the future buyers. Customers Men • While men tend to prioritize fashion to a lesser degree than women. Fall Season • August and September are important months.

and now it has created a landmark in the Retail sector with Shoppers' Stop. The company has over 140 stores across 32 cities in India and 14000 employees. Kolkata and many others. Raheja group of companies founded Shoppers' Stop on October 27. which was later renamed as Westside. perfumes and handbags. Hyderabad. products and the right kind of shopping environment. Pune. It is one of the largest and fastest growing chains serving the customers in various categories. footwear. household accessories. There are 25 Westside departmental stores operating in various cities like Mumbai. Banglore. Lifestyle International Pvt. cosmetics. It has developed itself as a household name and has set high standards for itself with the mission statement: “Nothing but the best". Pantaloon Retail (I) Ltd. feet retail space in the year 2005. women's wear. Nagpur. The average age of the employees in the organization is 25 years. Ltd. including men's wear.Shopper’s Stop K. Pantaloon Retail is the flagship enterprise of the Future Group. kid's wear. The organization made an incursion into the modern retail (fashion) in 1997. Pantaloon owns multiple retail formats and is able to cater to a large section of the society. Pantaloon Retail (India) Limited has spread across various businesses and cities in India. 1000 crores and 7 lakh sq. Delhi. with an Indian touch of convenience and hygiene. It provides quality services. . was introduced in the year 2001.The organization had already made its presence felt in the hospitality and real estate sector. The company offers products with a balance between style and price. (Westside) in 1998. a hypermarket chain. and Central Mall located at various Metros are other important parts of the group. Westside Tata Group founded Trent Ltd. Big Bazaar. Shoppers' Stop is famous for the expertise and acumen relating to the current practices of the industry. Gurgaon. the company had 25 stores with a turnover of Rs. 1991. lingerie and gifts. Noida. The acquisition of a Londonbased retail chain Littlewoods by the Tatas was followed by the establishment of Trent Ltd. In 2005. Food Bazaar. food and grocery chain.

Subsequently. It has developed itself as a fashion destination offering a range of apparels and accessories. ft. a Dubai-based company. This season Wills Lifestyle has brought a complete array of products for very aspect and mood of life be it work. it has won the ''Most Respected Company in the Indian Retail Sector' and the 'Most Admired Large Format Retail Company' awards in India. Globus has achieved customer delight by presenting value products and services through continuous improvement. Noida. Varanasi and Hyderabad. Being one of the best shopping destinations. Ghaziabad. fashion accessories and bath & body care products. in various cities such as Chennai. Lifestyle created a revolution in the Indian Retail Industry by bringing a truly international shopping experience. Kanpur. The company opened its first outlet in Indore followed by two more in Chennai. followed by a vibrant store in New Delhi. The organization has an innovative and adaptive environment. its stores were launched in Bangalore. Globus Globus was launched in 1998 as a part of the Rajan Raheja Group. Top designers of the industry design these clothes. Ahmedabad.25. It is a heaven for shoppers with a vibrant and spicy lifestyle.Lifestyle is an international fashion store of the Landmark Group. relaxation or party. It was launched in Chennai. The store offers Wills Classic work wear. Wills Sport relaxed wear. Wills Lifestyle has also developed John Players as a brand that offers a fine collection of clothes for dynamic and vibrant people. ITC believes in the philosophy of enjoying the changing environment. Lucknow. Gurgaon.000 sq. Mumbai. The store offers a truly 'International Shopping Experience' through world-class environment and a robust portfolio of offerings. and now it is one of the largest professional retailers spread across 3. The flagship store was opened on 1st November 2001 in Mumbai. Hyderabad and Banglore. Wills Lifestyle ITC has made a presence in the Retail sector through its exclusive specialty store 'Wills Lifestyle'. It provides a wide choice of products at affordable prices with a convenient world-class environment and a friendly layout. Sales Promotion .

trial. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand. These efforts can attempt to stimulate product interest. The company focuses its marketing communications efforts on consumers in the hope that it stimulates interest and demand for the product at the end-user level. specialty advertising items. and/or push a brand to final consumers. This strategy is often employed if distributors are reluctant to . contests. Typical tactics employed in push strategy are: allowances. promote a brand in advertising. samples. and sweepstakes Sales Promotion Strategies There are three types of sales promotion strategies: Push. discounts. and premiums. premiums. wholesalers. give a brand shelf space. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. contests. A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. or other organizational customers to stimulate immediate sales. retailers. A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. Pull. or a combination of the two. point-of-purchase (POP) displays.Sales promotions are short-term incentives to encourage the purchase or sale of a product or service. rebates. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers. displays. or purchase. free trials. buy-back guarantees. Examples of devices used in sales promotion include coupons.

sales promotions are not only effective in attaining short- term sales. coupons. Other forms of integrated marketing communication tools need to go through a lot of thought and internal debates before funds are allocated or decisions are arrived at. Since sales promotion can possibly provide immediate impact on consumer sales. attract customers away from competitors’ products. Typical tactics employed in pull strategy are: samples. get consumers to "load up" on a mature product. Since the results of using sales promotional techniques can be determined accurately. Popularity of Sales Promotions The reason sales promotions are gaining popularity is due to the fact that product and sales management are very confident in their ability to handle the techniques of sales promotion. cash refunds and rebates. Reasons for Sales Promotions • This could be a way of monitoring the performance of product management.carry a product because it gets as many consumers as possible to go to retail outlets and request the product. thus pulling it through the channel. games. contests. hold & reward loyal customers. . sales volumes can be easily predicted. premiums. and build consumer relationships. and point-of-purchase (POP) displays. • Companies have to cope with pressure on sales margins which they can achieve through paying closer attention to cost-effective sales volume. they are also more cost-effective compared to other integrated marketing communications tools such as advertising. Consumer-promotion objectives are to entice consumers to try a new product. loyalty programs/patronage rewards. • More importantly. The progressive fragmentation of audiences and the increase in media costs have tipped the balance in favor of sales promotion techniques which are more likely to deliver demonstrable results. sweepstakes. advertising specialties. it is not unusual to use these strategies to attain their sales objectives.

Disadvantages of Sales Promotions • On the downside. for instance. the sales promotions.Product managers also are more in control of the determination and implementation of sales promotional activities. . work often on a short-term basis only. unlike other integrated marketing communication tools. The importance of sales promotions as an integrated marketing communications tool could be attributed to the increase in number of specialist sales promotions agencies operating in certain places.. They have a freehand when it comes to what sales strategies to use. . In the past. . sales promotions strategies may have no lasting impact on the brand. Today. it is one of the stand-alone effective marketing tools. • Unlike advertising or public relations. sales promotion was viewed as part of other marketing communications techniques.

Objectives of the project To study the sales promotion activities conducted by the selected three modern apparel retail outlets in Mumbai. namely Pantaloon Retail (I) Ltd. Westside and Shopper’s stop.. Sub-Objectives  To study the current scenario of the retail industry in India  To study the current scenario of the apparel industry in India  To understand the importance of sales promotion activities  To study and analyse the sales promotion activities conducted by the selected three apparel retail outlets in Mumbai .

This approach is further sub-divided into inferential approach is to form a database from which to infer characteristics or relationship of a population. Such an approach to research generates results either in nonquantitative form or in the form. .Research Methodology 1. Qualitative approach was been adopted in this study where data was collected by personally interviewing the staff of the selected stores. Research in such a situation is a function of researcher’s insight and impressions. which can be subjected to rigorous quantitative analysis in a formal and rigid manner. Type of Research Research is an original contribution to the existing stock of knowledge making for its advancement. quantitative approach and the qualitative approach. Research approaches There are two basic approached to research. This usually means survey research where a sample of population is studied using questionnaire to determine its characteristics and it is then inferred that the population has the same characteristics. which are no subjected to rigorous quantitative analysis. This research is an amalgamation of both formularize as well as descriptive research. opinions and behaviour. Qualitative approach to research is concerned with subjective assessment of attitudes. The former involves the generation of data in quantitative form. 2.

Sources of Data The first part of the project was to study the current trends and the future of retail and apparel industry in India and also to gain some basic knowledge on sales promotion. a personal visit was conducted to the three well known apparel retail outlets in Mumbai namely.. Westside and Shopper’s stop all of which are located in Mulund (W). Pantaloon Retail (I) Ltd. This consisted of doing a secondary research about the industry with the help of some text books and also through the internet. Once the secondary research was done.3. . Personal interviews with few of the staffs of each store were conducted to gain the in-depth knowledge about the seasonal and non-seasonal sales promotion activities conducted by the stores. The sales promotion activities conducted in the stores were minutely observed.

(2) Sample Size This refers to the number of items selected from the universe to constitute the sample.4. Here the sample unit were the apparel retail outlets in Mumbai. a sample size of three apparel retail outlets were selected. For the purpose of this study. (3) Sampling Procedure There are various sampling procedures for selecting the sample procedures. Sampling Plan: (1) Population and Sampling unit The sample unit is the individual unit of the selected sample. The sampling procedure followed here is Simple random sampling. . all of which are owned by the three different well known business groups.

ANALYSIS .

touch and feel of Indian bazaars with aspects of modern retail like choice. Future Group manifesto “Future” – the word which signifies optimism.a subsidiary company. a large-format home solutions store. create new opportunities and new successes. the company operates over 12 million square feet of retail space. The 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. operates Home Town. Big Bazaar. shareholders.Pantaloon Retail (India) Limited. The company’s leading formats include Pantaloons. unlearn and re-learn ability to evolve. Headquartered in Mumbai (Bombay). The company also operates an online portal. focused on catering to the consumer electronics segment. a supermarket chain. has over 1000 stores across 71 cities in India and employs over 30. write rules yet unwritten. is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. growth. convenience and quality and Central. strength. a uniquely Indian hypermarket chain. selling home furniture products and eZone. Food Bazaar. Home Solutions Retail (India) Limited. The customers will . the future groups will effect socio-economic development for the customers. blends the look. To strive for a glorious future brings group’s strength. a chain of fashion outlets. a business group catering to the entire Indian consumption space. aLL. Collection i.com. Pantaloon Retail is the flagship company of Future Group. employees. Future encourages group to explore areas yet unexplored. achievement. futurebazaar. rewards and perfection. Thereby. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. beauty. associates and partners. a chain of seamless destination malls. ability to learn. Blue Sky. Some of its other formats include Brand Factory.000 people. Top 10 and Star and Sitara.

Future Group will not just operate efficiently in the Indian economy. how and when they need. It is this understanding that has helped Future Group succeeds. creating retail realty. Every time for Every Indian Consumer in the most profitable manner. making consumption affordable for all customer segments – for classes and for masses. • To infuse Indian brands with confidence and renewed ambition. • To be efficient. This will help group succeed in the Future. “Rewrite Rules. The group shall keep relearning and in this process. . do just one thing. sincerity. Group Mission • To share the vision and belief that the customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. humility and united determination shall be the driving forces to make the organization successful. • To ensure that positive attitude. but also get them where. Future Group will not just spot trends.conscious and committed to quality in whatever we do. Future Group will not just post satisfactory results. will evolve it. cost. group will set trends by marrying their understanding of the Indian consumer to their needs of tomorrow.not just get what they need. but will write success stories. Everywhere. Retain Values” Group Vision Future Group shall deliver Everything. • To be the trendsetters in evolving delivery formats.

Formats. Group Companies & JV of Pantaloon Retail India Ltd .

Men Section .

Women Section SWOT Analysis of Pantaloon Retail (India) Ltd. Bharti and Spencers  Tie-up of competitors with foreign retail giants. entering new market or new  Shrinking margins due higher input costs format  Diversified business  Stronger private label brands Opportunities Threats  Luxury brand segments untapped by  Rapid expansion by current players pantaloon  Tie-up with foreign player to bring in technical expertise and funds to expands aggressively  Smaller formats should expand more aggressively in tier II and tier III cities  Scope of Private labels  Integrating supply chain with other retailers  License agreement with foreign brands  Restaurant and fast food chain included in the current formats like Trent. More. For example Bharti & Walmart  Market conditions highly volatile last year due to meltdown . Reliance. Strength Weakness  Industry leader  Government rules and regulations  First Mover Advantage  Higher Bargaining Power to higher number of store and good coverage are not favorable  FDI policy not so favorable for tieups  Highest number of formats of stores  Cannibalization within the formats  Easy to attract talent  Recession and global melt-down  Highest market share in Organized retail affected the performance of the  Strong Good Will in market which helps book them in raising money for expansion. Shoppers Stop. forming JV.

off on the bottoms. 399/. Price-off offer: Under this offer. 2.199/Tshirt). 399/. 1. Example: • Buy 2 men T-shirts at Rs. products are sold at a price lower than the original price. This type of scheme is designed to boost up sales in off-season and sometimes while introducing a new product in the market. 100/.(MRP: Rs.and 1 T-shirt at Rs. 499/. 299/. Real estate price & Rentals lowering Sales Promotion techniques at Pantaloon Retail (I) Ltd. • Buy 2 men T-shirts at Rs. 399/.(MRP: Rs. Example: • 30% off on all the men formal shirts and trousers. . • Buy 3 men round neck T-shirts for Rs. • Buy 2 men V neck T-shirts at Rs. 749/.(MRP: Rs.and 1 T-shirt for Rs.499/Tshirt). • Buy 1 woman top and get Rs. This type of scheme is designed to boost up sales in off-season. • 30 % off on all the women formals and casual outfits.299/Tshirt).(MRP: Rs. • Buy 3 women T-shirts at Rs.and 1 T-shirt at Rs. 599/.(MRP: Rs.199/Tshirt). the products are sold at a discounted price with percentage discounts on the original price. 499/. Discounts: Under this.399/Tshirt).

Festive offers: . Seasonal offers: Pantaloon provides the customers with various discounts and price-off offers at the stores and factory outlets on the seasons like winter and monsoon. End of season sale: End of Season sale or stock Clearance sale is been conducted at Pantaloon Factory Outlets. These offers are given as celebration of New Year. This type of scheme is designed to boost up sales in these seasons.3. They are offering surprising discounts as if you buy 2 any items of garments and you will get 3 more with your choice absolutely free. 4. 5.

com. 249 only. The coupon is valid for limited period. 1299 for Rs. 149 only. If you shop for Rs. . which is said to be imported. 649 for Rs. 6. 2500. 7.Pantaloons have come up with festive offer during Diwali and Christmas by giving away gifts for purchases that are made at the store for cheaper price. 2400 and above you get a lemon set. 3500 you get a Imported Designer Glass Set for Rs. Discount Coupons: Pantaloon offers 25% discount on its large range of apparels. If you shop for Rs. New Year offers: Pantaloons offers gifts for purchases that are make at the store during the New Year for cheaper price. This coupon is valid for 25% off on any product purchased from www. If you shop for Rs. If you shop for Rs.futurebazaar. you get a 3 nights and 4 days holiday package for a couple on an International cruise. 99 only.pantaloon. worth Rs. 4500 you get a Strolley bag worth Rs.

500 at all showrooms of Pantaloons all over India.250. Rs. It thus offers good gift vouchers to its customers. These Pantaloons vouchers are exchangeable with the products by the customers at all the Pantaloons Showrooms in India.8. The most famous Gift Vouchers by Pantaloons Fresh Fashion are Trendsetters and Connoisseurs Choice. if it exceeds the actual amount the customer has to pay the exceeded amount after the shopping. This is valid for one year after issuance. Trendsetters Gift Voucher: This Pantaloons voucher to the customers for the products of value of Rs. Pantaloons vouchers offer a wide range of products and services for shopping. Connoisseurs Choice: This Pantaloons voucher is available for the products valued at Rs. They are given free choice for choosing better gifts for themselves by using vouchers. This is known to be as good as the cash under Pantaloons. It can not be exchanged to part or full cash.1000 and Rs. Rs. The voucher can not be . This voucher is valid for all apparels only. Gift Vouchers: Pantaloons Fresh Fashion offers many Pantaloons vouchers ranging different denominations like Rs100. This gift voucher is valid till 1 year from the issue date. The amount of the products bought have to be within the face value of the voucher. clients and sales force also to keep good relationships amongst each other.2000. It has got coverage in 15 cities including 22 outlets.500 at all Pantaloons showrooms. The vouchers are a better option rather than gifts for the employees and customers as they are not bound for a particular thing to accept.

Pantaloon loyalty program (Green card): Green Card is a passport to a whole new world of exclusive benefits and privileges to the customers. • Exclusive shopping days to get hold of latest merchandise. Any balance on voucher will not be exchanged as cash or any product. The voucher can be converted for once. • Instant discounts for every time you shop at Pantaloons. 9. . • Extended exchange periods and complimentary drops for alterations. The pantaloons all over India have got this facility so that the customers can avail it any time any where. • Exclusive billing counters and much more. sms and email. • Regular updates on collections and promos via catalogues. • Special invites to the most happening events.exchanged neither it can be encashed.

Shopper’s Stop Ltd. From being just the sale of goods to consumers. Shopper’s Stop Ltd.. The pioneer of organized retail in India. the company has created a unique aura around retail and turned it into an experience. an indulgence. With its growth plans firmly in place and undeniable leadership in the field. has been instrumental in bringing about a retail revolution in the country and has become the highest benchmark for the industry.Shopper’s Stop Ltd. is well on its way to raise the bar of performance even higher. has redefined retail in India. taking it to the next level.. Shopper’s Stop Ltd.. The stores have redefined shopping by making it more than just a transaction. The entire shopping process is the coming together of an amazing array of offerings. . has made this purchase of goods extremely pleasurable. warm but unobtrusive service and special privileges and benefits that translate every visit into customer delight.

has metamorphosed from being a chain of retail stores to emerging as a Fashion & Lifestyle destination. It is the only Indian member along with 29 other experienced retailers from all over the world. has become a benchmark for the Indian retail industry to follow. is a member of the Inter Continental Group of Department Stores (IGDS). accessories. A pioneer of organized retail in India. It offers customers an international shopping environment and a world-class shopping experience through its 20 stores in 11 cities. In order to enhance the level of customer service and gain insight into new and emerging practices followed internationally.. Today. Shopper’s Stop Ltd. one of the leading players in the country in the business of real estate development and hotels. Shopper’s Stop Ltd. which was founded by the K Raheja Corp. an international shopping experience. Shoppers’ Stop today. is the country’s biggest Department Store Chain.Since its inception in 1991. Shopper’s Stop Ltd. cosmetics. which now includes retail concepts such as bookstores. Leveraging expertise. Group (Chandru L Raheja Group). services and above all. its name is synonymous with superior quality product. Shopper’s Stop Ltd. home & kitchenware as also its own private brands. Exclusive and . It houses a host of international and domestic brands across categories such as apparel. Shoppers’ Stop offers a wide range of brands (more than 400 brands) for the entire family to choose from. has been offering premium and luxury value for the entire family. excellence and experience. cafés and high-end lifestyle merchandise for the growing affluent middle class in India.

Ray-Ban.established brands share shelf space to offer an array of choices customers across all ages. among others. Jeans Wear • Mario Zegnoti .Western Wear .Men's Formal Wear • Acropolis .Premium Men's Wear Men Section .Men's Formal Wear • Push and Shove . Lee.Eye Wear • Vettorio Fratini . tastes and occasions. Here are the Private Labels Sold in Shoppers Stop outlet. Private Labels Shoppers Stop has a range of Private Labels across Men's casual wear to formals to Women's wear. Swatch.Men & Women • Life . • Kashish . Pepe. Arrow.Mens Casual Wear . Private Labels contribute a mere 20% to its Total Sales.Mens's Ethnic Wear • Stop . Zodiac. Shoppers’ Stop is the single largest retailer for Levi’s Strauss.

Women Section SWOT ANALYSIS OF SHOPPERS STOP: Strengths Weakness • Variety • Very high prices • Range • Less Schemes • Different Brands • Less Discounts • Pioneer • Competition from standalone stores • Loyal customer • Late entry into value retailing • Low risk • Store makeover expenditure • Good financial position • Presence across various segments • Parikrama the festival .

(MRP: Rs. Example: • 20% off on all the men formal shirts and trousers.and 1 T-shirt at Rs. . 2. 799/. This type of scheme is designed to boost up sales in off-season. 999/. Example: • Buy 2 men T-shirts at Rs.Threats Opportunities • Government Policies • Awareness about the brands • Entrance of New Players • Quality • High attrition • Youngsters • Lesser consumer spending • Higher disposable income • Entry of foreign players • Collaborate • Unorganized sector • Private levels • Independent stores • Tier 2 & tier 3 cities • Enter new consumer goods segments Sales Promotion techniques at Shoppers stop 1. • Buy 3 women T-shirts at Rs. This type of scheme is designed to boost up sales in off-season and sometimes while introducing a new product in the market. Price-off offer: Under this offer.499/Tshirt). 499/. Discounts: Under this. products are sold at a price lower than the original price.499/Tshirt).(MRP: Rs. the products are sold at a discounted price with percentage discounts on the original price.

• 20 % off on all the women formals and casual outfits. This type of scheme is designed to boost up sales in these seasons. Seasonal offers: Shopper’s stop provides the customers with various discounts and price-off offers at the stores on the seasons like winter and monsoon. End of season sale: End of Season sale or stock Clearance sale is been conducted at Shopper’s stop. . 4. These offers were given last year for limited period in the month of September. 3. They are offering surprising discounts upto 50% on all the men and women apparels. Different offers are provided by the stores during these periods from June to January.

absolutely free. the you are entitled to get a Polo bag worth Rs. 2000/. If you purchase men apparel worth Rs.5. . 6000/-. Festive offers: Shopper’s stop have come up with festive offer during Diwali and Christmas by giving away gifts for purchases that are made at the store for cheaper price or free.

7. 3000/-. Republic Day offer: Shopper’s stop conducted 3 Day Surprise offer on the occasion of Republic Day.6. which can be redeemed on the next purchase. giving flat 20 percent discount coupons on purchase of goods worth Rs. Gift Vouchers: Shoppers Stop offer Gift Vouchers of denomination ranging from Rs. . 250 to Rs. 5000.

Add to this. 9. The First Citizen membership entitles you to exclusive privileges such as product previews. you get the benefits of the Shopper’s Stop loyalty program. Shopper’s stop loyalty program (First Citizen Citibank credit card) As s First Citizen Credit card member.8. Lucky draw winners of the contest will get to see one of the seven wonders of the world and two lucky couples who get the grand prize will be treated to a roundtrip which will cover all the seven wonders of the world. priority billing and other special benefits. . Contests: Shoppers Stop has announced a 101-day Shopping Bonanza to pull in customers into the stores. First Citizen. the fabulous experience of shopping at the premier Shopper’s stop outlets across the country.

10. Exchange offer: Under this offer. . you have to bring in you old salwar kameez and take away a new one with discounted price.

quality these are the factors that have shaped Westside's success story in the retail fashion stores business. Trent Ltd. operates Westside. The Westside stores have . Launched in 1998 in Bangalore. been setting the standards for other fashion retailers to follow. affordable prices. the Westside chain has. ever since. Established in 1998 as part of the Tata Group.Style. one of India's largest and fastest growing chains of retail stores.

prime locations and coffee shops enhance the customers’ shopping experience. Ghaziabad & Noida (to be considered as 1 city). With a variety of designs and styles. vegetables. Footwear. the company has 36 Westside stores measuring 15. Mysore. dairy products. Lambi Shopping’ motto. Gurgaon. health and beauty products. Lucknow. Currently. Well-designed interiors. Mumbai and Bangalore. home accessories and furnishings. At present Star Bazaar has 4 stores in 3 cities located in Ahmedabad. Pune. Mumbai. Delhi. Westside has carved a niche for its brand of merchandise creating a loyal following. This story began circa 1998 when The Tatas acquired Littlewoods – a London based retail chain. These include Menswear. Vadodara and Jammu. Littlewoods was subsequently renamed Westside. Kid’s wear. footwear and accessories for men. This store offers customers an eclectic array of products that include staple foods. artifacts.000 square feet each across 20 cities. Bangalore. This acquisition was followed by the establishment of Trent Ltd (a Tata enterprise that presently operates Westside). women and children to well-co-coordinated table linens.000 square feet each) in Ahmedabad. Hyderabad.000-30. Kolkata. consumer electronics and household items at the most affordable prices. The company hopes to expand rapidly with similar format stores that offer a fine balance between style and price retailing. Indore. beverages. Surat. The company has already established 36 Westside departmental stores (measuring 15. Jaipur. Perfumes and Handbags. aptly exemplifying its ‘Chota Budget. Ludhiana. Women’s wear.000-30. everything at Westside is exclusively designed and the merchandise ranges from stylized clothes. and Gifts. Trent ventured into the hypermarket business in 2004 with Star Bazaar. Rajkot. Household Accessories. Nagpur. In a rapidly evolving retail scenario. Cosmetics. fruits. sprawling space. lingerie. providing an ample assortment of products made available at the lowest prices. Chennai.numerous departments to meet the varied shopping needs of customers. SWOT ANALYSIS OF WESTSIDE: .

. • Apparels are cheaper • Attractive promotional schemes Not much product range for middle class • Facing problems due to political environment • Need help in taking over properties and real estate and heavy discounts • Quality and branded stuff only • Location advantage • Need some concessions from labor laws • Lack of differentiation • Poor inventory turns and stock availability Opportunities • Huge untapped market • Rising disposable income • Urbanization Threats • Competition from organized retail players • Ladies Section Competition from local retailers. • Good customer base.Strengths Weakness • Growing at the faster pace • • Brand name of TATA’s.

They are often positioned as lower cost alternatives to regional. Westside has many private labels in its merchandise portfolio.Men Section Kids Section PRIVATE LABELS Private label products or services are typically those manufactured or provided by one company for offer under another company's brand. Private label goods and services are available in a wide range of industries from food to cosmetics to web hosting. national or international brand. Private labels in Westside include• 2F4U • SRC • Gia .

At some places. Sales Promotion techniques at Westside 1. At eyesight level. 1000 for free. 5000 and above you get a gift voucher from them for Rs. End of season sale: brands available at their store. These apparel brands are given separate space for displaying their merchandise and more promotional offers are there on them to increase their sales. 400. And if you shop for Rs. these private brands are mixed with branded clothes so in that case these private labels are put in lower shelves. 2500 and above you get a free gift voucher worth Rs. Festive offers: With this Diwali Delight offer from Westside if you shop from their store for Rs. . This is valid only if you purchase their in-house merchandise or brands only and not valid if you chose to buy other 2. branded clothes are put.• Urban angel • Intima • David Jones • Ascot All these brands are produced for Westside only and can be found in Westside only.

. 3. Gift Vouchers: Westside offers Gift Vouchers of denomination ranging from Rs.End of Season sale or stock Clearance sale is been conducted at Westside. These offers were given last year for limited period in the month of January and July. They are offering surprising discounts upto 50% on all the men and women apparels. 10000. 100 to Rs.

Contests: . 5. a customer loyalty program launched in May 2001.000-plus members of this club get rebates at restaurants and on holiday packages from the Taj Group of Hotels. Westside loyalty program (Club west card program): An assured return-and-exchange policy reinforces customer confidence in the chain.4. The 30. special shopping hours on the first day of any discount sales event organized by the chain. and best of all. Another winning Westside idea is Club West. home delivery of alterations.

Example: • 20 . 6. You could also win holiday packages to breathtaking beach destinations in India including Goa.50% off on all the men formal shirts and trousers.000 at Westside. Kovalam. participate in the lucky draw and win the grand prize a complete holiday packages for two to Macau. This type of scheme is designed to boost up sales in off-season. Findings . Discounts: Under this.Shop for Rs 1. the products are sold at a discounted price with percentage discounts on the original price. Puri and Pondicherry. • 20 – 50 % off on all the women formals and casual outfits.

Festive offers. electronic. Loyalty program Gift vouchers. hoardings. . In-store media Promotion type Price off. This reinforces the fact that seasonality affects apparel sector and hence it becomes critical for a retailer to clear off the stocks at the end of season.Sales Promotion Pantaloon Westside 1. Loyalty program • From the above table. gift vouchers. Christmas etc) Yes Yes Yes Loyalty card Programme Yes Yes Yes Special Promotion (event) Yes (Exchange offer) No Yes (Exchange offer) Joint promotion No No No Media used Hoardings.End of season Yes Yes Shopper’s Stop Yes 2. he may have to incur substantial inventory carrying costs. it is clear that all three stores engage in end of season sale. End of season Discounts. otherwise. exchange offer. In-store media Print. POP In-store media Print. print.Festive Promotions (Diwali. End of season sale. free gifts. electronic (SMS. discount. End of season sale. contest. allocate scarce shelf space and out of fashion apparels maybe worthless. exchange offer. Thus stock clearance seems to be very important objective for apparel retailer in using end of season sale wherein discount given is upto 50% of the MRP (Maximum retail price). hoardings. electronic. free gifts. E-mail).

Pantaloon and Shopper’s Stop uses exchange offer. None of the three stores has yet explored avenue of joint sales promotion. thereby providing convenience for one stop shopping. MacDonald. contests. almost everyone used discount. • In terms of type of consumer sales promotions.• All the three stores use loyalty cards to reward loyal users and encourage them to visit the store often and buy more by offering wide range for men. . cross selling opportunities to each other’s customers. Some store also offer home furnishings. higher visibility etc. women and children. Havmore. • Joint sales promotion involves tieing up with other brands like. coupon programmes and lucky draws. Gold’s (local) Gym and Kaya skin clinic. buy one get one free type of promotions. Such joint promotions have advantages in terms of sharing costs of promotions. etc. gift. accessories and footwear.

encourages switching. They will bring many promotional practices which they have been following in developed markets which will increase the use of sales promotion activities even further. saving of money. Promotions may induce non buyers to walk in to the store and loyalty programmes may encourage them to buy more. • To generate store traffic. objectives set for these activities are.Conclusion Usage of sales promotion activities has a direct impact on consumer behaviour as it motivates a consumer to buy now rather than in future. enhances value of an offer temporarily till the promotion period. feeling of excitement and entertainment etc. Apparel sector is likely to grow with growing Indian economy. Indian brands will have to withstand turbulent conditions and learn to survive. . Many multinational players either have already plunged into Indian market or plan to do so in apparel sector. Broadly. Rakshabandhan promotions. Thus. time or quality up gradation but hedonic benefits like feeling confident. It helps consumer reduce not only financial risk but also psychological and social risk by making consumer confident of his/her purchase. creation and building store image through feature advertising and displays and joint promotions and price image by highlighting the discounts. If the role of such promotional activities is understood well. • To enhance store image and • To create a price image (high or low). Traffic building is achieved by special event promotions like Diwali. conformation to group norms by shopping at famous stores/brands and possibility of acquiring well known branded apparel during promotions. reinforce or reward loyalty etc. not only provide utilitarian benefits like. Exciting promotions also have tendency to generate positive word of mouth and help consumer feel a smart shopper. • To move excess inventory. Execution of the sales promotion activities also require proper coordination of selling effort and availability of promoted merchandise. inventory reduction through end of season sale. more often or upgrade to better quality. it may help any player a long way to survive and grow.

com • www.mywestside.blogspot.com/2009/12/free-discountcoupon-of-25-of.com • www.com • http://besteoffers.futurebazaar.html • www.pantaloon.com .google.shoppersstop.Bibliography • www.com • www.

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