SUMMER TRAINING PROJECT ON CRM & Customer Satisfaction in a Retail Outlet

with special reference to


REPORT BY ASHUTOSH SINGH Roll No.: 08214301909 Batch 2009-2012

Submitted In Partial Fulfillment of the Requirement for the Award of BBA (CAM) Degree UNDER THE SUPERVISION OF MS. CHARU GUPTA Asst. Manager Sales



Undertaking this project was a challenging exercise .There was many problems in the beginning but one by one the hurdles were removed and we moved forward. I would like to thank individually one and all without whom the project would not have had been a su ccess. My sincere thanks to Ms. Charu Gupta, Asst.

And thank to all the mangers and staff members of the Pantaloon outlet who spared their time for me and allowed me to conduct the survey. His timely advice and suggestions at various stages of the project helped in bringing out this report in the present form.

Ashutosh Singh 08214301909


Industry Profile Future Group Profile Company Profile About company Financial Status Customer Relation Management About Green Card Objectives Research Methodology SWOT Analysis of Pantaloons Analysis & Interpretation Conclusion Recommendation Limitations Appendix Bibliography Questionnaire Major Milestones of Future Group Sector wise key players in organized retailing in India Organized Vs Traditional Retailing

Retailers are at the end of the supply chain. Retail establishments are often called shops or stores. It has emerged as one of the most dynamic industries with several players entering the market. either directly or through wholesalers. Retailing may include subordinated services such as delivery.RETAILING R etailing includes all the activities involved in selling goods and services directly to final consumers for personal. . from a fixed location such as a department store or kiosk. Retailing consists of the sale of goods or merchandise. and then sells smaller quantities to the end users. in small or individual lots for direct consumption by the purchasers. India's largest industry. Purchasers may be individual or businesses. In commerce a retailer buys goods or products in large quantities from manufactures or importers. non-business use. Manufacturing marketers see the process of retailing as a necessary part of their over all distribution strategy. Retail industry in India is at the crossroads. One of the major factors playing a role is income ± Increase in Disposable incomes of customers across various sectors. the retail sector is valued at $200 billion accounting for over 10 per cent of the country's GDP and around eight per cent of the country's employment.

LEVELS OF SERVICES: Retailers can position themselves as offering one of four levels of services: SELF-SERVICE: Self-service is the cornerstone of all discount operations. . LIMITED SERVICE: These retailers carry more shopping goods. Many customers are willing to carry out their own locate-compare-select process to save money. although they can ask for assistance. The store also offer services such as credit and merchandise return privileges. and customers need more information and assistance. SELF-SELECTION: Customers find their own goods. FULL SERVICE: Sales people are ready to assist in every phase of the locate-compare-select process.

SUPER MARKET: Relatively large. low margin.TYPES OF MAJOR RETAILERS SPECIALTY STORE: A clothing store would be a single line store. with each line operated as a separate department managed by specialist. open long hours. low cost. CONVENIENCE STORE: Relatively small store located at near residential area. self service operation design to serve total needs for food. seven days a week and caring a limited line of high turnover convenience products at slightly higher prices. coffee. . DEPARTMENT STORE: Several product lines. soft drinks.Clothing. and household goods. high volume. Example: The Body Shop. plus takeout sandwiches. Example: Big Bazaar. a men¶s clothing store would be a limited line store. laundry. home furnishing & household goods.

DISCOUNT STORE: Standard merchandise sold at lower prices with lower margin and higher volumes. area and combined super market. . Discount retailing has moved into specialty merchandise store such as discount sporting goods stores. with discounts for c ustomers who are willing to carry heavy appliances and furniture out of the store. shoe repair. of selling space aimed at meeting consumers¶ total need for routinely purchased food and non food items. SUPER STORE: About 35000 sq. check clearing and bill paying. plus services such as laundry.ft. Example: Wal-Mart. ft. They feature bulk display and minimum handling by store personnel. HYPER MARKETS: Range between 80000 to 220000 sq. electronic stores and book store. discount and warehouse retailing. dry cleaning.

Franchising has been prominent in dozens of product and services areas. along with some integration of distribution and management. Pizza hut. fast moving. MERCHANDISING CONGLOMERATE: A free from corporation that combines several diversified retailing lines and forms under central ownership.CATALOG SHOWROOM: Selection of high-markup. brand name goods at discount prices. FRANCHISE ORGANIZATION: Contractual association between a franchiser and franchisees. then pick these goods up at a merchandise pickup area in the store. Example: Baskin-Robbins. . Examples: McDonald¶s. Customers order goods from a catalog.

Retail industry in India is at the crossroads. A large young working population with median age of 24 years. nuclear families in urban areas Working Women ± Increase in the numbers of working women population Services Sector . ushering in a retail revolution. the market is growing. break even is difficult to achieve and many of these players have not tasted success so far. Modern retail has entered India as seen in sprawling shopping centers. Retailing in India is gradually inching its way towards becoming the next boom industry owing to a steady increase in the disposable incomes of the middle class households.The Indian population is witnessing a significant change in its demographics. However. the retail sector is valued at $200 billion accounting for over 10 per cent of the country's GDP and around eight per cent of the country's employment. The whole concept of shopping has altered in terms of format and consumer buying behavior. But because of the heavy initial investments required.Emerging opportunities in the services sector . multi-storied malls and huge complexes offer shopping.RETAIL IN INDIA India's largest industry. The key growth drivers of the organized retail industry in India are:- Demographics . entertainment and food all under one roof. It has emerged as one of the most dynamic industries with several players entering the market. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. government policies are becoming more favorable and emerging technologies are facilitating operations. the future is promising.

Real estate prices ± The consistent rise in the prices of real estate.Income ± Increase in disposable incomes of customers across various sectors Customer .The customer today is far more discerning than he was earlier. .

There are 4. 25 of the Asian Top 200 companies are retailing companies.WalMart (The Retail Giant) is the first among the fortune 500 companies. It is Second largest employment provider in the country after Agriculture. Organized retailing in India is only 2% which is very poor compared to other South Asian Countries. Retailing Sector employs around 8% of the labour in India which is six times bigger than Thailand and five times larger than South Korea and Taiwan. .ABOUT RETAILING In the list of Fortune 500 companies 10% or 50 are Retail Organizations .3 million retail outlets in India.

Turkey.Organized Retailing Traditional Retailing Malaysia Thailand Philippines Indonesia South Korea China India 50% 40% 35% 25% 15% 20% 3% 50% 60% 65% 75% 85% 80% 97% India has around 200 shopping malls presently located in cities. .9. The total domestic retail market was estimated around Rs. Sharp growth rate of 35-40% in organized retailing across the country is a positive sign of growth. Price Water House Coopers (PWC) had estimated India among the six most attractive destinations in retailing alongside China. Malaysia and Hungary. Thailand.300 billion in 2003-04 and the annual growth rate is around 4 to 6 per cent.

Food World. Mahendras. Foreign Direct Investment in retail business is allowed up to 51% through Foreign Investment Promotion Board as a measure to encourage the entry of Multi National Corporations in the country. Quicky's. Reliance India is entering into the sector in a big way with an investment of Rs. The international players who have already entered into retailing business in India include McDonald's. The following are the estimates of the Intelligence Group of the Economic Times. TGIF. Globus. Sony. Shoppers Stop.Big business houses in India like Reliance. Godrej. Wadia. The size of the organized retail market is expected to register substantial growth by 2007. Kodak.25. Raymond. the Medicine Shoppe &Wal-Mart. Dominos. Lee. Café Coffee Day. Nike. Wills Lifestyle. Trinetra. Life Style. Sharp. Titan. Benetton. Tata. . Bata. RPG Group. Adidas. Subhiksha. Vivek's. Ebnoy. Levis. Barista. Pizza Hut. Hero and Malhotras are now looking at retail sector. already have established retail networks in the county in a big way. Chandana Brothers etc. Crosswords. Nilgiris. Pantaloon. Trent.000 crores and an estimated employment generation of around 10 lakh. West side.

950 1.216 7.787 1.423 3.000 1.650 450 37.743 10.800 4.426 .2001-02 2007 Total (No. of outlets) Food Clothing Consumer Durables Books & Music 16.

Led by Mr. Next. Debenhams and Guess in India. F123 and Brew Bar. Maniple Healthcare. the Future Group operates through six verticals: operates through six verticals: Retail. . the group¶s presence in the retail space is complemented by group companies. The group¶s Indian joint venture partners include. which owns leading apparel brands like Indigo Nation. Planet Retail. Staples and UK-based Lee Cooper. Scullers and Urban Yoga. The group¶s joint venture partners include French retailer ETAM group.FUTURE GROUP Future Group is India¶s leading business group that caters to the entire Indian consumption space. Capital. Blue Foods and Liberty Shoes. Talwalkar¶s. Sports Bar. Media and Logistics. Group Company. Apart from Pantaloon Retail. owns and operates the franchisee of international brands like Marks & Spencer. Brands. and Galaxy Entertainment Limited that operates Bowling Co. US-based stationary products retailer. Space. Indus League Clothing. Kishore Biyani.

Every time to Every Indian Consumer in the most profitable manner.Future Capital Holdings.´ The group considers µIndian-ness¶ as a core value and its corporate credo is . Future Group s vision is to. The group has launched a consumer credit and financial supermarket format. the group¶s financial arm. Re tain value s. one of Asia¶s largest property companies. Future Money and soon plans to offer insurance products through a joint venture with Italian insurance major. ³deliver Everything.   . Everywhere.Re write rule s.The group is currently developing over 50 malls and consumption centers across the country and has formed a joint venture company focusing on mall management with Singapore-based Capital and. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. Generali. focuses on asset management and consumer credit.

We shall infuse Indian brands with confidence and renewed ambition. Every time for Every Indian Consumer in the most profitable manner.conscious and committed to quality in whatever we do. 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. cost. creating retail realty. We will be the trendsetters in evolving delivery formats. .GROUP VISION Future Group shall deliver Everything. We shall be efficient. Everywhere. making consumption affordable for all customer segments ± for classes and for masses.

Introspection: leading to purposeful thinking. CORE VALUE Indianness: confidence in ourselves. Valuing and Nurturing Relationships: to build long-term relationships. Leadership: to be a leader. Openness: to be open and receptive to new ideas.We shall ensure that our positive attitude. sincerity. . both in thought and business. Respect & Humility: to respect every individual and be humble in our conduct. knowledge and information. humility and united determination shall be the driving force to make us successful.

to meet challenges.Simplicity & Positivity: Simplicity and positivity in our thought. . Adaptability: to be flexible and adaptable. Flow: to respect and understand the universal laws of nature. business and action.

E- Zone. furniture.:- Home Solutions Retail (India) Ltd. Collection I. (HSRIL) leads the groups foray in the home improvement and consumer electronics-retailing segment. home electronics and home services. Future Capital Holdings:- Future Capital is the financial arm of the group and is involved in asset management (both private equity and real estate funds) with plans to get into other financial services including insurance. including furnishings and textiles.AFFILIATED COMPANIES PARTNER COMPANIES Home Solutions Retail (India) Ltd. consumer electronics. It caters to home management requirements and products. Furniture Bazaar. It operates retail formats like Home Town. Electronics Bazaar and Got It. credit and other consumer related financial .

Scullers. Urban Yoga and Jealous. Some of its leading brands include Indigo Nation. and Ambit Investment Advisory Co. Ltd. Indus League Clothing Ltd.. It is associate companies are Kshitij Investment Advisory Co. Indivision Investment Advisers Ltd... Ltd. . one of the leading apparel manufacturers and marketers in India.: - The group owns a majority stake in Indus League Clothing Ltd.

.:- The group is a joint venture partner in Planet Retail Holdings Ltd. . that operates chains like Bowling Company. Debenhams and Puma in India. Guess. :- The group owns a stake in Galaxy Entertainment Corporate Ltd. Sports Bar and Brew Bar. It also owns the franchisee and distribution rights of brands like Marks & Spencer. lifestyle and leisure retail chain. which operates sports.Galaxy Entertainment Corporate Ltd. Foot mart Retail:- Foot mart Retail is a joint venture with Liberty Shoes and is engaged in the retailing of footwear products in India. JOINT VENTURES COMPANIES Planet Retail Holdings Ltd.

.Capital and Retail India:- The group is a joint venture partner in Capital and Retail India. along with Singapore-based Capital and Limited. The company provides retail management services to retail properties owned or managed by various group companies and investment funds.

General Merchandise 6.Wellness & Beauty 9.Telecom & IT 7.Home & Electronics 5.Foods 3.E-Tailing 2.Leisure & Entertainment 8.LINE OF BUSINESS 1.Fashion 4.Book & Music E tailing Foods Fashion Home & Electronics General Merchandise Telecom & IT Leisure & entertainment Wellness & Beauty Book & Music E-Tailing .

. Register and Buy. which will be supported with the best technology platform. PRIL has now decided to revolutionize the consumer e-commerce business in India. It intends to provide customers with a streamlined. All one has to do is Futurebazaar. Buying products is a 3 step simple process. We are proud to inform you that Future Bazaar has been named as the Best Indian Website 2007 in the Shopping category by PC World. no-nonsense approach. Future Bazaar won the top spot after beating other established players like Rediff. India plaza. efficient and world class personalized shopping experience. Sify. India times.Futurebazaar. while providing a good shopping experience". Here you can expect a shopping experience akin to shopping at an actual bazaar but with added simplicity & everyday low prices and an assurance of 'your product' will be delivered within 7 days of offers the widest range of products at µlowest prices ± everyday!¶ Having pioneered the retailing business in India. Chennai Bazaar and India Mall. The award was presented to Future Bazaar for its "decent. eBay.

h) Navaras. c) Blue Sky. i) Lee Cooper. c) Cafe Bollywood d) Chamosa. b) Electronic Bazaar. General Merchandise a) Big Bazaar. Home & Electronics a) Collection-i. d) Central. b) F 123 . f) Fashion station. Foods a) Food Bazaar. c) e-zone. d) Brand Factory. f) Top-10. d) Furniture Bazaar. g) Home Town 5. e) Got-it. h) Shoe Factory.2. c) Blue sky g) Gini & Joney. k) Top 10 4. 3-Fashion a) All. b) Big Bazaar wholesale club. g) Pantaloons. j) Pantaloons. f) Navaras. e) Central. b) Big bazaar. e) Sports Bar b) Brew Bar. Leisure & Entertainment a) Bowling. i) Top 10 6.

b) Star Sitara.7. d) Turmeric . Wellness & Beauty a) Health Village. c) Tulsi.

000 people. all. convenience and quality and Central. a uniquely Indian hypermarket chain. futurebazaar. Top 10. Headquartered in Mumbai (Bombay).com. . a chain of seamless destination malls. Blue Sky. touch and feel of Indian bazaars with aspects of modern retail like choice. a supermarket chain. Depot.COMPANY PROFILE Pantaloon Retail (India) Limited. Fashion Station. has over 350 stores across 40 cities in India and employs over 18. blends the look. Big Bazaar. Some of its other formats include. the company operates over 5 million square feet of retail space. m Bazaar and Star and Sitara. The company¶s leading formats include Pantaloons. is India¶s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer marker. a chain of fashion outlets. Brand Factory. Food Bazaar. The company also operates an online portal. Shoe Factory.

Pantaloons Retail is the flagship company of Future Group. in traveling on the road less traveled. a business group catering to the entire Indian consumption is an institution. systematic and unwavering. Pantaloons take pride in challenging conventions and thinking out of the box.Pantaloons is not just an organization. Pantaloons 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. Pantaloons corporate doctrine frewrite rules retain valuesg is derived from this spirit. . Pantaloons believe that knowledge is the only weapon at their disposal and their quest for which they are focused. a center of learning and development.

our skilled & qualified professionals work in an environment where change is the only constant. making a difference to Customers¶ lives is a Passion and performance is the key that makes it possible. Believing in leadership has given us the optimism to change and be successful at it. . Young in spirit. In our world. knowing that we will be rewarded along the way. Leadership is a value that is followed by one and all at Pantaloons.PANTALOON CULTURE Passion for Retail is why we are here. Leadership is the quality that motivates us to never stop learning. with an average age of 27 years. We believe our most valuable assets are our People. At Pantaloons. adventurous in action. We do not predict the future. Pantaloon has taken initiatives to launch many retail formats that have come to serve as a benchmark in the industry. Out of the Box thinking has become a way of life at Pantaloons and living with the change. Powered by the desire to create path-breaking practices and held together by values. a habit. In the quest of creating an Indian model of retailing. Empowerment is what you acquire and Freedom at Work is what you get. but create it. stretching to reach the next challenge. work in this people intensive industry is driven by softer issues.

At Pantaloons you will work with some of the brightest people from different spheres of industry. The company was the first to launch a hypermarket in India with Big Bazaar. a unique 'bazaar' within a hypermarket. the company has accelerated growth through its ability to lead change. And the company introduced the country to the Food Bazaar. the company launched all in July 2005 in Mumbai. the company integrated backwards into garment manufacturing even as it expanded its retail presence at the front end. For instance. We believe it¶s a place where you can live your dreams and pursue a career that reflects your skills and passions. . It was the first to introduce the concept of the retail departmental store for the entire family through Pantaloons in 1997. a large discount store that it commissioned in Kolkata in October 2001. well before any other Indian retail company attempted this. Work is a unique mix of preserving our core Indian values and yet providing customers with a service. and therein. Over the years.At Pantaloons you will get an opportunity to handle multiple responsibilities. the grooming to play a larger role in the future. A number of its pioneering concepts have now emerged as industry standards. on par with international standards. Embracing our leadership value. making us the first retailer in India to open a fashion store for plus size men and women. which was launched in July 2002 in Mumbai.

it means never having to stop raising the bar. is our biggest advantage. All these brand are exclusively available at Pantaloons Stores. Our courage to dream and to turn our dreams into reality ± that change people¶s lives. but never a dull moment! The Store is divided into 6 sections: Men¶s Wear: The Men's department has been further classified into Formal Wear and Casual Wear. The pricing has also been done taking into consideration the variou s segments of our customers. Come enter a world where we promise you good days and bad days. . and it is this passion that makes our dreams a reality.The way we work is distinctly "Pantaloons". Pantaloons is an invitation to join a place where there are no boundaries to what you can achieve. It is an opportunity to take risks. Bare Casual Shirts and bare brand of jeans. In the formal wear section they have brands like John Miller shirts. pantaloons brand of trousers. It means never having to stop asking questions. In the casual wear section they have Pantaloons Cotton Trousers.

Ladies Wear:

The Ladies Department has been further sub divided into Western Wear and Ethnic Wear. The Ladies western wear consists of ladies formal wear, skirts and tops, capris and jeans while the ethnic wear consists of an exclusive collection of Salwar Kameez and Mix'N'Match. They also have a variety of ladies lingerie.

Kids Wear:

The Kids Department has an interesting range of garments for both Girls and Boys. They have a variety of T-shirts, Shirts, Jeans, Cargos, and Trousers for kids.


In the Accessories department Pantaloons has a classic collection of John Miller ties, Belts, Sleep suits, Caps and Hankies.


Pantaloons has a variety of jewellery in both gold and imitation jewellery. Pantaloons is the exclusive retailer of Cygnus, Nirvana

& Ishis brands of jewellery in the Pantaloons store, Noida. They also have the Ola brand of silver jewellery in the imitation jewellery category.


Pantaloons have almost all the major brands present in their store. They have a range of products in L¶Oreal, Revlon, Maybelline, Maxfactor, Chambor in cosmetic and CK, Nina Ricci, Davidoff, Bvlgary, Dior, Hugo Boss, Azzaro and Versace brands in perfumes and deodorants.



The company has a sound system of Internal Controls for financial reporting of

various transactions, efficiency of operations and compliance with relevant laws and

regulations. The company has well defined organization structure, documented

policy guidelines, predefined authority levels and extensive systems of internal controls to ensure the optimum utilization of company¶s resources. Internal controls

and their adequacy.

The company is continuously upgrading its internal control systems by measures

such as strengthening of Information technology infrastructure and use of external

management assurance services. The Retail Management exercise is being conducted by Ernst & Young who advised the company in mitigating the risks.

The Audit Committee, comprising independent directors is involved in regularly reviewing financial and risk management policies, significant audit

findings, the adequacy of internal control systems and compliance with the accounting standards.


The company¶s sale has increased from Rs.85,148.85 Lacs to Rs.105,070.26

Lacs, an increase of 76.21 % over the previous year. The company has also

recorded same store growth of 21.58% during the year.

Operating Profit

Operating profit of the company for the year 2005-2006 stood at

Rs.14,623.77 Lacs compared to Rs.9,391.06 Lacs in the previous year, and an

increase of 55.72% over the previous year. The operating margin is 8.32% in

the current year as compared to 9.22% in the previous year, indicating the

marginal fall of 0.91%.

75 Lacs as compared to Rs. an increase of Rs.745.64 Lacs. Dividend The company has proposed the dividend of 25% for the current year amounting to Rs.10 Lacs in the previous year. The company reduced the overall interest cost through conversion of working capital loan from banks into commercial papers.3.36 as compared to 3.2.42% over the previous year.415.3.2.352.855. (Including corporate dividend tax) . Net Profit Net profit of the company for the year under review stood at Rs.6.66 lacs in 2004-05 to Rs.766.The interest & financial charges cover during the year under review improved to 4. The net profit has increased by 66.Interest Interest & Financial charges outflow has marginally increased from Rs.560.38 Lacs.42 in the preceding year.48 lacs in 2005-06.

.656. Return on capital employed has been reduced from 22. Capital employed The capital employed in the business increased by Rs.517.550.41% to lacs and an increase in equity by Rs.62.89 lacs in 200506.08 lacs. This is reflected in the liabilities side of the balance sheet through an increase in borrowings by Rs. The major component of loans and advances represents advance lease deposits for the stores paid to Lessors and advances given to suppliers.14 lacs in 2005-06 represented an increase of Rs.88% on account of significant investment in subsidiaries and joint ventures and lease rental deposits given for stores.30.33.14 lacs over the previous financial year.Loans and Advances Loans and advances stood at Rs.24.

Outdoor Hoardings or Mailers we receive from hundreds of places etc. Whether it is Newspaper. What exactly does this connote to a layman? The simple answer to it is a way of differentiation between customers to provide greater value to more valuable customers. Customer relationship management as a transactional exchange helps the marketer to . Every retailer today is aiming at an attempt to make a casual customer into a loyal customer who develops a bond with the retail store he/she visits.CUSTOMER RELATIONSHIP MANAGEMENT Introduction We have been hearing a lot about CRM aka Customer Relationship Management in almost all we come across in our day to day life. The meaning of more valuable would be in terms of the monetary spending received from the customer along with regency and frequency of visit.

understand the customer's sentiments and buying habits so that the cust omer can be provided with products and services before he starts demanding them. A successful and effective CRM programme results in increase of Customers Lifetime Value for the store. . making CRM the key element to bu ilding customer loyalty to a store brand and to build a significant competitive advantage. A good CRM Strategy should focus on: Building dynamic relationship with the customer. The importance of the tangible and the intangible offerings are also discussed. This project throws light on the role of Customer Relationship Management (CRM) in enhancing the Customer Lifetime Value (CLV).

process.e. technology and data.iiita. people. The entire concept of CRM today has also evolved over a period of tim e. http://mba. and whoever provides him increasing value for money. Every retailer in India today is looking at some or the other form of CRM or its prime constituent loyalty based programme. Customer relationship management is ahead of the transactional exchange and facilitates the marketer to understand the customer's sentiments and buying habits so that the customer can be provided with products and services before he starts demanding. This is possible through the integration of four important components i._edn1 Today the term CRM has become a buzzword in the Indian Retail world.Role of CRM Expectations of customer is Every retailer today is aiming at an attempt to make a casual customer into a loyal customer who develops a bond with the retail store he/she visits. he asks for more and more value for the same price. . he buys products from that marketer. There are a host of reasons which can be attributed to the changing consumer paradigm and the role played by the organized retailers in making CRM a happening .

We also understand the Pareto's Principle which talks about generating 80% of sales from 20% of the customers.In the retail milieu. This leads to the development of an enthusiastic set of customers who can be approached to convey all new developments. where generating and retaining footfalls is the greate st impediment to success.iiita. the challenge lies in constantly innovating methods of attracting new customers and keeping there interests events and promotions. Data mining activities through CRM also provides insights and knowledge about the retailers most valuable customers who result in maximum sales._edn2for the store. Customer Relationship Management (CRM) to Customer Lifetime Value (CLV) The variety of activities together play an important role in bringing repeat customers and in turn generating positive word of mouth to also increase new footfalls into the store. Loyalty programmers as part of CRM based activity are one of the ways of overcoming this . This completely depends upon the kind of business the retailer is into and there is nothing sacrosanct about this understanding. A successful and effective CRM programme results in increase of Customers Lifetime Value http://mba. . This can only happen if the retailer has the 20% as its most profitable customers and not just normal customers.

five star and seven star. Criteria for star generation are: On Purchase of Rs. three star.7500/3 Star Members 5% discount on every purchase . Let's understand the kind of CRM programme offered by the Pantaloons having a national presence to lure its customers: Pantaloons Known as the Green Card it is divided hierarchically into one star.2500/1 Star Members Gift Voucher worth Rs.Examples: Today these and similar kinds of programmer are being run all across India by local as well as national retailers. 150 on enrolment On Purchase of Rs.

Exclusive shopping days to get hold of latest merchandise.15000/5 Star Members An exclusive 7. .5% discount on every purchase On Purchase of Rs. Instant discounts* for every time you shop at Pantaloons. Special invites to the most happening events.40000/7 Star Members A whopping 10% discount on every purchase Green Card is just like passport to a whole new world of exclusive benefits and privileges. sms and email. Regular updates on collections and promos via catalogues.On Purchase of Rs.

Depot. Also valid at standalone. Valid on categories within Pantaloons only. Blue sky and aLL stores . toys. Blue-sky. aLL. perfumes & cosmetics.Extended exchange periods and complimentary drops for alterations. . Categories valid for Green Card Discounts : Apparel. Planet Sports & accessories. Exclusive billing counters and much more.

40000/- immediately preceding 12 months of current shopping date. Membership & 12 month Purchase-based Upgrading System Three Star Card ²Upgrade to a 3 star status by shopping for Rs. you upgrade to the next status. 7500/- immediately preceding 12 months of current shopping date.Upgrade to a 7 star status by shopping for Rs.HOW GREEN CARD WORKS Present the card for the swipe every time one makes a purchase at Pantaloons. 12 month Purchase-based Upgrading System Shop at Pantaloons and total purchase (including that day) in the previous 12 months totals to the criteria value of the next tier.Upgrade to a 5 star status by shopping for Rs. . 15000/- immediately preceding 12 months of current shopping date. Seven Star card . Five Star card .

Membership-Validity 1 Star card is valid for a period of 2 years from the date of enrolment. 3. 7500 within 2 years of card issue date and retain a 1 star status Purchase worth Rs. 7500 within 1 year of card issue date and retain a 3 star status Purchase worth Rs. 40000 within 1 year of card issue date and retain a 7 star status . Membership Renewal Purchase worth Rs. 5 and 7 star cards are valid for a period of one year from the date of upgrade. 15000 within 1 year of card issue date and retain a 5 star status Purchase worth Rs.

Green-Days Exclusive Green Card shopping day gives a preview of End Of Season Sale. so that Green card members are first to get hold of the latest merchandise. However a 5 and 7 star member is entitled to have 2 add-on cards. Flash Green Card and claim the special offers and promotions.GREEN CARD BENEFIT Green-Add-on-Cards Green Card benefits can now be shared with members of Green card members¶ family. Now Green card members can avoid the rush at the regular billing counter. A 1 and 3 star member is entitled to have 1 add-on card. Green-Offers Promotions These are exclusive shopping offers sent to Green card members on a regular basis. Green-Channel Our special billing counter is open to all Green Card members during End of Season sale. Family of Green card members also be entitled to direct discount and other privileges that we have to offer. At .

This service is exclusively available to the 7 star members all round the year and also to the 5 star members except for end of season sale period. contact the Green Service Desk at any Pantaloon Store. Green-Service-Desk For all queries. offers open to all customers are further enhanced for our esteemed Green Card members. information and services. Green card members can ask for the Green Drop Service and purchases will be home-delivered to them. Green-Exchange Now Green card members can exchange their products within 60 days of purchase. Reserved Car Parking . (90 days for Seven Star members) Green-Drop Busy schedule of Green card members may not permit them to collect their alterations or purchases.times.

Offering them space for car parking is like inviting people with arms wide open. Special movie shows Green card members are sent passes of movie shows from time to time by Pantaloon store. Birthday and Anniversary Greetings To make the Green card members feel special the stores send greetings and special customized offers to Green card members. The reason for this is the increasing inconvenience customers face to shop on weekends due to non-availability of parking when the stores are huge crowd pullers. .

To know the pre purchase behaviour of customers.OBJECTIVE OF THIS RESEARCH The Advanced Learner¶s dictionary of Current English lays down the meaning of research as a ³Careful investigation of inquiry specially though search for new facts in any branch of knowledge´. Life style. Find out the customer taste and preference. To find out the marketing strategy of Shoppers¶ stop. To find out the customers¶ satisfaction level from the Pantaloon store. Globus. .

which were of no particular value for the study objectives. Research is the process of finding a solution through the use of scientific tools and techniques.RESEARCH METHODOLOGY Research methodology is to discover answer to question through the Application of scientific procedures the main aim of research is to find out the truth which is hidden and which has not been discovered as yet. which could elicit the needed information for proposed study. I didn¶t include those . At the same time telephone or mail survey was not possible. I also tried to keep in mind the respondents¶ understanding capacity. Marketing research is the careful analysis of a business situation by scientifically analyzing it and using various statistical applications to the subject of study. Marketing research is a methodical and purposeful study conducted to obtain solution for specific marketing problem. While framing the questionnaire. As far as method is concerned. were not included. ability to recall the information and his experience limits. Questions. I preferred personal interview or face to face meeting to ensure accurate information and encourage frank response to questions. I tried to list a series of question.

which could have raised misconception and promoted non-cooperation on their part.Questions in the questionnaire. . and beyond any doubt. However in the questionnaire I used simple words. which were easy to understand. In the same way ambiguous questions were not included and questions were arranged in a logical order.

So I am targeting the those customers who shop regular and visit store regularly. prepare to collect the require information . Sample unit:- The portion of the population that researcher need to target and that represent the entire population is known as a sample unit. My project is based on consumer awareness so I am taking sample of those people who shop regularly. .RESEARCH INSTRUMENT The research instruments generally used to collect primary data are questionnaires and mechanical instrument. Sampling:- Proper sampling design is essential in marketing research so the sample has to be collecting in such a way that it represents the entire population. Questionnaire is a tool which provide right information. Some of these are. Questionnaire:- Questionnaire are formal sets of questions.this is one of the most effective and popular technique used in survey.

In survey many times I observed that this customer is interested to fill up the questionnaire or is really interested in the services. There are two way of collecting the appropriate data:1. 2. and hence it became necessary to collect data that are appropriate and adequate. I made a well structured questionnaire and asked them their awareness about brands. products. at hand are inadequate. Personal interview: I have also collected my data through Personal interview. Collection of data:- In dealing with customers it is often found that data.Sample size:- The size of the sample is an important element in the research process so I am taking the 100 people. without interviewing the respondents¶ . By observation: This method implies the collection of information by investigator ¶s own observation. . variety and brands provided by Pantaloons .

I have done my survey in Pantaloons Store. newspaper etc. broachers. The main advantages of this research that I have no control over the variable. Noida.Secondary data: Secondary data is collected from the company internal and external resources. While the internal resources include the company literature. . This sampling method involves purposive or deliberate selection of a particular unit of the universe. It can also be known as convenience sampling. Sampling method:- In my survey I have used deliberate sampling. sales report. and the external sources could be included magazines. Research type:- My project based on consumer awareness so I am taking descriptive and informative research. pamphlets etc.

which waste the time of customers. Store is not for the low middle class customers because of high range of prices. which can motivate them to work hard. Lack of work force Communication between employee customers. Good communication and cooperation among staff members. Pantaloon has ability to supply according to the demand of customers. There is no incentive program for employees. employees. Entertainment programs run in the store to motivat e the Competitors have widest range of the product. Gap and Customers are not satisfied by the schemes running in the store. .SWOT ANALYSIS OF PANTALOONS STRENGTHS WEAKNESSES Pantaloons have wider range of products with better quality and price. It has ability to understand the needs of buyers. Pantaloon is very friendly to their business clients even small business clients. Creativity in design and always known for fresh fashion. Long exchange process.

. More variety of products range offered by competitor. More investments in machineries. Pricing pressure. men and in management to improve quality standards. Pantaloon is facing strong competition from Shoppers¶ Stop and Life Style. Expansions in the product range and value addition.OPPURTUNITY THREAT More consumers¶ preference for retail shopping. because of better quality and prices Pantaloons provide better services to their Green card members.


By this. . in which 64 people like to wear casual. There are three options in this question i. Formal and Ethnic.WHICH TYPE OF CLOTHES YOU LIKE MOST? I have taken this question to know the taste of customers. Casual.e. 23 people like to wear formal and 13 people like ethnic. I got that most of people like to purchase Casuals. PREFERENCE OF CUSTOMER 13% 23% 64% CASUAL FORMAL ETHNIC I have taken the sample of 100 people.

where as 10 reflects for highly satisfied person. 5 stands for neutral satisfaction level. In this question I tried to define the satisfaction level through the point 1-10. CTION LEVEL OF CUSTOMER BY THE SERVICES 23 25 18 20 14 15 No. Of Cus om er 10 5 0 1 3 2 6 6A 3 7A 8A 9A 10A a s fac o n Leve 10 11 10 1 2A 3A 4A 5A by the services In this question there are only 3 people out of 100. where 1 stands for people who are unsatisfied.ARE YOU SATISFIED WITH THE SERVICES PROVIDED BY THE PANTALOONS? I have taken this question to know the satisfaction level of the customer with the services provided by the Pantaloons. I come to know that the level of satisfaction is very high. 32 people has the low or neutral level of satisfaction where as 47 people has high level of satisfaction and 18 people has highest level of satisfaction. By that. ¥ ¤ £ ¡ £ ¡ ¢ ¡ . who are not satisfied with the services provided by the Pantaloon.

who are not satisfied with the brands available in the Pantaloon. where as 10 reflects for highly satisfied person. to know the satisfaction level of customers with the brands available in store. of Custome 25 20 15 10 10 6 5 0 1A Series1 4 2A 10 3A 2 4A 6 5A 4 6A 14 7A 7 8A 25 9A 15 10A 13 4 2 4 7 14 15 13 Satis faction Le ve l Series1 . In this question I tried to define the satisfaction level through the point 1-10. 5 stands for neutral satisfaction level. where 1 stands for people who are unsatisfied. 22 people has the low or SATISFACTION LEVEL OF CUSTOMERS WITH THE BRANDS 30 25 No.ARE YOU SATISFIED WITH THE BRAND AVAILABLE IN THE STORE? I have taken this question. In this question there are only 4 people out of 100.

Ritu Wears. I come to know that the level of satisfaction by the brands available is very high. By that. like. Allen Solly. Spykar in ladies section and Code and Kappa in men section . Black Berry. The people who are unsatisfied or with lower level of satisfaction wants more brands in the store. Biba. Code.Neutral level of satisfaction where as 61 people has high level of satisfaction and 13 people have highest level of satisfaction.

28 people has the low or neutral level of satisfaction where as 62 people has high level of satisfaction and 3 people has highest level of satisfaction. of 15 Respondents 10 5 0 1 Satisfaction Level 1A 2A 3A 4A 5A 6A 7A 8A 9A 10A 14 7 4 4 6 15 11 8 3 28 In this question there are only 7 people out of 100. who are not satisfied with the variety available in each brand.ARE YOU SATISFIED WITH THE VARIETY AVAILABLE IN EACH BRAND? I have taken this question. In this question I tried to define the satisfaction level through the point 1-10. where 1 stands for people who are unsatisfied. SATISFACTION LEVEL OF CUSTOMERS WITH THE VARIETY AVAILABLE IN EACH BRAND 30 25 20 No. . 5 stands for neutral satisfaction level. where as 10 reflects for highly satisfied person. I come to know that the level of satisfaction is high. to know the satisfaction level of customers with the variety available in each brand. By that.

SATISFACTION LEVEL OF PRICE NO 14% YES 86% For any company it¶s very important to satisfy their customer on price tag. . store should include more variety in each brand with low price.ARE YOU SATISFIED WITH THE PRICE? I have taken this question to know the satisfaction level of customers with prices of products. In response of this question I got that there are only 14% people are not satisfied with the price and rest 86% are satisfied. to convert 14% people into Yes category. This question has two options YES/NO.

WHICH SECTION YOU LIKE MOST IN RESPECT OF QUALITY. 35 people like men section. 14 people like kids section and 9 people like general merchandise. This question has four options. SECTION PREFERED BY CUSTOMER GENERAL MERCHAANDISED 9% KIDS 14% MEN 35% WOMEN 42% In response of this question I got 42 people out of 100 prefer or like Women section. . VARIETY & PRICE? I have taken this question to know the section which is preferred by most of the customers in respect of prices. Women. General Merchandise. Kids. So the most preferred section by customers is Women section. Men. quality & variety.

Biannually. OF 30 RESPONDENTS 20 10 0 Daily Weekly Monthly Biannually FREQUENCY 6% 7% Series1 29% . how frequent they shop. Weekly. This question has four options. 29 people shop weekly. FREQUENCY OF SHOPPING 58% 60 50 40 NO. Daily.HOW OFTEN DO YOU SHOP? I have taken this question to know the shopping habit of the people. Monthly. 58 people shop once in a month and 7 people shop biannually. In response of this question I got 6 people out of 100 shops daily from the stores. So by this question I got maximum number of people shop once in a month.

¦ NO OF ESPONDENT . but ratio of satisfied people is always high in Pantaloons. who are not satisfied with schemes running in the store.ARE YOU SATISFIED WITH THE SCHEMES RUNNING IN THE PANTALOONS? I have taken this question to know the satisfaction level of customers by the schemes running in the store. This question has two options. SA ISFA I SCHEMES NO 30 YES 70 0 10 20 30 40 50 60 70 80 Series1 By this question I come to know that the schemes which run in pantaloons outlet is quit effective and directly touch to customer. 70% people are generally satisfied with the schemes running in the Pantaloon. Yes/No. In response of this question I got that there 30 people out of 100.

68 people spend up to 5000. 5000-10000. YOU SPEND IN SHOPPING AT A TIME. 10000+. In response of this question I found there are 14 people who spend up to 1000 Rs at a time. I have taken this question to know the lump-sum amount a customer can spend at a time. OF RESPONDENT 30 20 3 10 0 0-1000 1000-5000 5000-10000 10000+ AMOUNT SPEND 14 15 Most of customer usually spends 1000 to 5000 which shows that Pantaloons Retail easily attract to middle income group. . 1000-5000. 0-1000. SPENDING LEVEL 68 70 60 50 40 NO. 15 people spend up to 10000 and 3 people spend more than 10000 at a time. This question has four options.GENERALLY.

In response of this question. Accessories.GENERALLY. Cloth. Accessories. MOST PREFFERED SPENDING SECTION 71 23 S1 CLOTH ACCESSORIES SECTI JEWELLERY COSMETIC ©§ §¨ 5 8 . Jewellery and Cosmetic. So the conclusion from this question is that most people like buy apparels first then accessories. Jewellery and Cosmetic. 5 prefer jewellery and 8 prefer cosmetic. I have taken this question to know the customers¶ preference in respect of Cloth. jewellery and cosmetic. So the company should also pay more attention on accessories. jewellery and cosmetic. ESPONDENT  ¨§ . YOU SPEND MORE FOR. So that each section of the store become most preferred section by the customers. I got that 71 out of 100 prefer to buy clothes. This question has four options. 23 prefer accessories.

and any other.WHAT DRIVES YOU TO OTHER PLACES? I have taken this question to know the reasons. product. quality. 23% because of Product & variety. REASON OF DIVERSION ANY OTHER 7% QUALITY 20% AMBIENCE 16% PRODUCT 23% SERVICE 12% PRICE 22% In response of this question I got that 16% prefer other outlets becau se of Ambience. 20% because of Quality and 7% because of any other reasons. So company should focus on these areas. price. Pantaloon should increase its product range because most number of customers go to other outlet because of less product variety. This question has six options. quality and ambience. 12% because of services. it should also focus on services. . which drives customers¶ to other places. 22% because of Price. Ambience. service.

. 39 people prefer Life Style and 17 people prefer Globus. Pantaloons should focus on the schemes running in the Shopper¶s Stop. Life Style. This question has three options. PREFERRED OUTLETS OTHER THAN PANTALOONS 60 NO. It means Shopper¶s Stop is the main competitor of Pantaloons. Shoppers¶ Stop & Globus.BESIDE PANTALOONS WHICH OUTLET YOU VISIT MORE? I have taken this question to know that which outlet is preferred by customers other than Pantaloons. OF RESPONDENT 50 LIFE STYLE 39 40 30 20 10 0 OUTLET NAME SHOPPERS' STOP LIFE STYLE GLOBUS GLOBUS 17 SHOPPERS' STOP 44 In response of this question I got 44 out of 100 prefer Shoppers¶ Stop.

OF RESPONDENT 50 45 40 35 30 25 20 15 10 5 0 45 28 15 12 QUALITY DISCOUNT SOURCE VARIETY BRAND In response of this question I got that 45% people like cash discount and they will shop more if they get discount. This question will help to know that. the customers¶ view. 15% people want more brand and 12% people want better quality. 28% people want to see more variety in Pantaloons.WHAT THINGS YOU WOULD LIKE TO SEE IN PANTALOONS SO THAT YOU CAN SHOP MORE FROM HERE? I have taken this question to know that what customers want to see in respect of improvement. and Brand. Quality. SOURCE FOR IMPROVEMENT NO. This question has four options. Variety. Discount. what they want to see in the Pantaloons. so that they shop more from Pantaloons. . By this I come to know that mostly customers want Discount and Vareity.

Customers are generally satisfied with the services provided by the Pantaloons. and brands. Customers mostly prefer those outlets.CONCLUSION Pantaloons Retail India Ltd has strong goodwill in Retail Industry in respect of quality. price & product. Customers are satisfied with the price and schemes running in the store. Customers go to other places because of Ambience. price. Customers want improvement in Pantaloons in respect of services. so Pantaloons should also do some work on these. The customers generally prefer cash discount. product. There after they want more variety and quality in the store. variety. which provide them better services. . There is misperception about Pantaloons store that the store has generally high price products that is why middle class people do not easily attract towards Pantaloons.

Communication through mail. which shows considerable amount of brand awareness. . e-mail and phone with royal customers may strengthen the sale. They want more brands in Pantaloons. Customers mostly insist on a particular brand.

which irritate the customer.e. Madame.RECOMMENDATION Since Pantaloons store. Kappa. Noida is situated in the last shop of the mall and customers do not find it easily. Since customers want more brands. Black Berry. so Pantaloons should increase the number of brands in the store. Pantaloons make easier their exchange process & alteration process because its time taking. . Pantaloons should also take some effective steps to change the misperception about price factor of the outlet & the best step is advertisement. i. so pantaloons should arrange a big board or advertisement written where it is and also a more line i. Allen Solly. ensure gift for kids. Since customers want more services from Pantaloons so the Pantaloons should increase services in the store. on the entrance of the mall.e. Code.

There are some Limitations.LIMITATION The 5 Questions that are very common and arise during the Research. Response: Some time the customers are not responding to me because sometime they told me that I am busy or I am getting late or next time I will fill this questionnaire not now or some time they told we are not interested. Time Consuming : Contacting each and every customer and wait for them is very time consuming. Time constraints: There was limited time each day and lots of task to be hom here hat hy hen performed (i. W ? Every researcher will face all these words during the research. Lack of Knowledge : Some people have less knowledge about the products and brands available in the store. which I have faced during the research.e. to prepare various reports. to spend lot of the time in the company & to increase my own knowledge and completion of the tasks given by our faculty Guide as well as by our Company). .

This data has been gathered from a store so it can be changed as the sample area change. Shoppers¶ Stop.Some of them told me that the competitors. Market research may not provide exact solution for the problem . Limited Area: As I had covered limited area so finding respondents was also limitation for me. Life Style and Globus are providing better schemes and services. like.


.R.BIBLIOGRAPHY COMPANY WEB~SITE ( www.pantaloon. Research Methodology .com ) COMPANY BROWSERS & Annual Report Kotler Philip. marketing Management Kothari C.

NAME: 2. Are you satisfied with the variety available in each brand . Are you a Green Card member? Yes No GENDER: Male/Female 4.Unsatisfied.Highly Satisfied) 5. Which type of clothes you like most? Casual Formal Ethnic QUESTION NO. AGE: 3.QUESTIONNAIRE 1. 5.Average. Are you satisfied with the services provided by the Pantaloon 1 2 3 4 5 6 7 8 9 10 6. Are you satisfied with the brands available in the store. 5 TO 7 ARE DEFINING THE LEVEL OF SATISFACTION (1. 10. 1 2 3 4 5 6 7 8 9 10 7.

and which brand . You like any specific brand .1 2 3 4 5 6 7 8 9 10 8.

variety and price. Life style ShoppersoStop Globus . Beside Pantaloon. Generally you spend in shopping at a time. which outlet you visit most. How often do you shop? Daily Weekly Monthly Biannually 12. Men merchandise Women Kids General 11. Generally you spend more for Clothes Cosmetic Accessories Jewellery 1000 -5000 5000 -10000 15.9. Are you satisfied with the price? Yes No 10. 0-1000 10000+ 14. Which section you like most in respect of quality. What drives you to other places Ambience Quality Product Any Other Price Service 16. Are you satisfied with the schemes running in the Pantaloon? Yes No 13.

17. so that you can shop more from here. Quality Brand Discount Variety ===== COMPANY MILESTONE . What things you would like to see in Pantaloons.

Central ± µShop. Eat. 1992 Initial public offer (IPO) was made in the month of May. The Pantaloon Shoppe ± exclusive menswear store in franchisee format launched across the nation.the popular fashion chain is launched aLL ² ¶a little larger· . The company starts the distribution of branded garments through multi-brand retail outlets across the nation. µIs se sasta aur accha kahi nahin¶ . the company¶s financial arm launches .exclusive stores for plus-size individuals is launched 2006 Future Capital Holdings. Pantaloons ± India¶s family store launched in Kolkata. 1994 1995 John Miller ± Formal shirt brand launched. 1991 Launch of BARE. Launch of Pantaloons trouser. 1997 2001 2002 Food Bazaar. the supermarket chain is launched. 2004 2005 Fashion Station .India¶s first hypermarket chain launched. Big Bazaar.Major Milestones 1987 Company incorporated as Manz Wear Private Limited. the Indian jeans brand. India¶s first formal trouser brand. Celebrate In The Heart Of Our City¶ India¶s first seamless mall is launched in Bangalore.

Planet M. McDonald's Pizza Hut Domino's Barista Furnishings Zeba. Vijay Sales. Lee. etc. Pyramid. Fabindia Beauty Lakme. Weekender. Yamini. Music World Electronics Restaurants & Fast Foods Viveks. etc. Archives. Mango. Provogue. Globus. Will Sport. Westside.Sector wise key players in organized retailing in India Food & Grocery Non Food Groceries Apparel Arrow. Food world Nilgiris Subhiksha Food Bazaar Books & Music. Mark's & Spencer. Shahnaz Herbals Jewellery . Levi's Benetton. Stationery Crossword. VGP Departmental Stores Shopper's Stop.

Intergold Watches Titan. Gili. Oyzterbay. Hypermarkets Big Bazaar. Omega. Sabka Bazaar ORGANIZED VS TRADITIONAL RETAILING . HMT. Fossil.Coffee Day Tanishq. Giants. etc.

Organized Retailing Traditional Retailing Malaysia Thailand Philippines Indonesia South Korea China India 50% 40% 35% 25% 15% 20% 2% 50% 60% 65% 75% 85% 80% 98% ORGANISED S TRADITIONAL RETAILING 50% 60% 65% 75% 85% 80% 98% 50% 40% Malaysia Thailand 35% ines 25% 15% Indonesia South Korea 20% 2% China India Traditional Retailing Or anized Retailing CONTRIES Phili TYPES OF RETAILING   .y Organized retailing in India is only two per cent which is very poor compared to other South Asian Countries.

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