A Summer Internship Project Report

On
“A Study on consumer behavior and brand promotion
activities of U.S. Polo Assn. Delhi
At
“ARVIND LIFESTYLE BRANDS LIMITED”
By
“Awnish Kumar”

MBA

(Marketing)

Batch (2021-2023)

Submitted to
“Savitribai Phule Pune University”
In partial fulfilment of the requirement for the award of degree of
Master in Business Administration (MBA)

Arihant Institute of Business Management

Behind Crystal Honda Showroom, Uttam Nagar, Bavdhan,
Pune, Maharashtra 411021
 DECLARATION

I undersigned Awnish Kumar student of MBA here declare that this summer internship
project on “A Study on Selling Store Product to Customer” is my own work Arihant
Institute of Business Management.

This work has not been previously submitted to any other university for any other
examination.

DATE: -

Place: - Pune

SIGNATURE
Awnish Kumar
MBA(Marketing)

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 AKNOWLEDGEMENT

I would like to take this opportunity to express my gratitude to everyone who supported me
throughout the course of the On Job Training. I am extremely thankful to Ms. Gungita
Kumar (Store Manager) at USPA, South Extension who allowed me to have a first-hand
knowledge of retail operation at his esteemed organization.

I am thankful for the aspiring guidance, invaluably constructive criticism and friendly advice
of Mr. James Gangte (ASM) during my training there.

I am sincerely grateful to the entire team at the store who helped me throughout and was
patient enough to help me at every step.

Awnish Kumar

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4
 TABLE OF CONTENTS

S NO. PARTICULARS PAGE NO.

1. Introduction 6

2. Objective 7

3. Company Profile 7-10

4. Organisational Structure 11

5. Summary Of Job Accomplishments 12-13

6. Scope & Data 14-19

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 INTRODUCTION

On The Retail Trainee is the initiative introduced by the Centre for Retail to give us hands on
experience about the live store operation at Retail Store it is the earliest forms of training.
During the training, it is the first time we were on the floor and doing all what we have learnt
in practical. It has taught me really lessons and enriched my knowledge. This process has
helped us to understand both the aspects practical as well theory. Training offers the hope of
increased competitiveness for the firms through productivity, raising skill levels and value
added. It is the part of course, which provides knowledge or skills essential to the full and
adequate performance of the Trainee. It involves the introduction of new technology,
production or service procedure, upgrading to new jobs that require additional skills or
workplace literacy.

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 OBJECTIVE

❖ To Demonstrate the product of the Brand and deal with Costumer.

❖ The Retail store Marketing was to make customers aware about the Sale offers. End Of
Season Sale provided by U.S Polo Assn and also to achieve the royalty point of Customer
loyalty Program during EOSS.
❖ To find out Customer Buying Behavior for U.S. Polo Assn.
❖ To find out Customer Satisfaction on U.S. Polo Assn.
❖ To Identify Customer Purchasing Power make customer easy to buy product.

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 COMPANY PROFILE

HISTORY:
Three brothers Kasturbhai, Narottambhai and Chimanbhai, founded this company in
1913 they also called as LALBHAIS.
With the share capital of Rs. 2,525,000 ($55,000) Arvind Limited started business.
The aim of the company is to manufacture the high-end fabrics,they invested a lot in
very super fine fabrics.
They were good in their work from the beginning their sales were good as a new start,
i.e. Rs.45.76 lakh and profits were Rs.2.82 lakh just in three years, around 1934.
In the mid 1980’s Arvind was facing its highest profitability period, when the textile
industry was facing major crisis, many large composite mills were losing their markets
and were on the stage of closure. They were giving tough competition at that time to the
textile market.
At that time Arvind management coined a new word for its new strategy- Reno Vision.
It simply meant a new way of looking at issues, of seeing more than the obvious and that
became the corporate philosophy.
In 1987-88 Arvind entered the export market for two sections- Denim for leisure &
fashion wear and high-quality fabric for cotton shirting and trousers.
By 1991, Arvind reached1600 million meters of Denim per year and it was the third
largest producer of Denim in the world.
In 1997, Arvind set up a state-of –the-art shirting, gabardine and knits facility, the
largest of its kind in India, at Santej
Year 2005 was a watershed for textiles, at that time Arvind has carved out an
aggressive strategy to verticalize its current operations by setting up world-scale garment
facilities and offering a one-step shop service, by offering garment packages to its
international and domestic customers.
With Lee, Wrangler, Arrow and Tommy Hilfiger and its own domestic brands of Flying
Machine, Newport, Excalibur and Rough & Tough Arvind set its vision of becoming the
largest apparel brands company in India.

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 Awards

● Arvind Brands' Flying Machine was awarded the Most Impactful Youth Campaign
for their - 'The New Cool' Autumn - Winter 2013 campaign on 13th February 2014.
● Ranked first in retail Industry – 2012
● India's top performing brand- January 1, 2009
● Best men's formal wear brand - January 1, 2008

BACKGROUND:

Founder: Kasturbhai Lalbhai and his brothers Narottambhai & Chimanbhai.

Founded: In year 1931
Type: Public
Managing Director: Sanjay Lalbhai
Headquarters: Ahmedabad India
Parent: Lalbhai Group
Industry: Conglomerate
Revenue: 8,034 Cr (2022)
Products: Knits, Woven, Denim, Retail, Telecom, Advanced material, Agribusiness, Real
Estate, Engineering, The Arvind Store.
Number of Employees: 42,000.

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 Mission and Vision

● Arvind lifestyle is driven by collective excitement and resolve to be the market leader
in chosen market segments by 2020.

● Arvind lifestyle enables people to experience better quality of life by providing enriching and
inspiring lifestyle solutions.

US POLO ASSN

US POLO ASSN founded in 1890, it’s a brand licensing retail industry and its products are
apparel, accessories, eye wear, footwear, luggage and watches. US POLO products are
available in more than 135 countries at independent retail stores. The brand name and logo
suggest more about sports look of a game POLO. They are 4 players in POLO:

Offender - 1
Defender - 2

Mid Fielder - 3
Captain - 4

U.S. Polo Assn. store is located in part-1, South Extension, Near South Extension metro
station, New Delhi-110001.

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 STORE LAYOUT

U.S. Polo Assn., Connaught Place is spread across a total area of 22,00 sq. feet with 2 closed
windows.

The store is divided into 2 levels (floors) where the first floor is dedicated to Men’s section
with footwear. Only 1 wall is dedicated to the Shoes collection which is there on the right-
hand side when the customer enters the store. fourteen walls are dedicated to men’s
collection.

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 ORGANIZATIONAL STRUCTURE

Brand
Manager

Area Manager Regional

Manager

Store
Manager

Assistant
Store Manager

Fashion Stock Boys

Senior
Assistant
Fashion
Assistant
 SUMMARY

● Got an overview of the retail industry and it’s the functioning of a premium fashion
retail store.
● Visited and learned about the various departments and their functioning existing in a
Retail Outlet.
● Was provided a platform to learn different procedures and SOP’s of Lifestyle Store
from the grass root level.
● Got an opportunity to be at the other side of the table and learn the intricacies of the
seemingly simple and non-existing operations.

Corporate Mission
 The blog flits down the mission and vision statements of India companies at one
single place. Useful for comparing, for strategic decision and management students.

Our Values
 Integrity: Acting and taking decisions in a manner that is fair and honest.
Following the highest standards of professionalism and being recognised for
doing so. Integrity for us means not only financial and intellectual integrity, but
encompasses all other forms as are generally understood.

 Commitment: On the foundation of Integrity, doing all that is needed to deliver

value to all stakeholders. In the process, being accountable for our own actions and
decisions, those of our team and those in the part of the organisation for which we
are responsible.

 Passion: An energetic, intuitive zeal that arises from emotional engagement with
the organisation that makes work joyful and inspires each one to give his or her
best. A voluntary, spontaneous and relentless pursuit of goals and objectives with
the highest level of energy and enthusiasm.

 Seamlessness: Thinking and working together across functional groups,

hierarchies, businesses and geographies. Leveraging diverse competencies and
perspectives to garner the benefits of synergy while promoting organisational
unity through sharing and collaborative efforts.

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  Speed: Responding to internal and external customers with a sense of urgency.
Continuously striving to finish before deadlines and choosing the best rhythm
to optimise organisational efficiencies.

Group Missions
 To deliver superior value to our customers, shareholders, employees and society at large

Group Vision

 To be a premium global conglomerate, with a clear focus on each of the businesses.

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 Retail Store Operations Scope
 Retail is clearly the sector that is poised to show the highest growth in the next five
years.

 The present size of the organized retailing sector is approximately 3% and is expected
to grow to 25- 30% by the year 2012.
 There are about 300 new malls, 1500 supermarkets and 325 departmental stores
currently under construction.

 Entry of global retail giants such as Wal-Mart, Tesco, Germany's Metro AG in Indian
retail markets. Leading Indian Retailers Future Group: Big Bazaar, Pantaloon,
Central, Food Bazaar, Home Town Raheja’s Group: Shopper’s Stop, Hypercity,
Globus, Reliance Group: Reliance Fresh, Reliance Trendz, Reliance Mart, Reliance
Digital Tata Group: Westside, Star Bazaar, Croma

Information Systems and Supply Chain Management Merchandise Management

Communication Mix Store Operations Store Layout, Design and Visual Merchandising
Financial Strategy Customer Service Loss Prevention Cell Various other roles one can fit into
are: Marketing Logistics Facility Management Real estate/Properties Category Management
Design/Creativity Project Management There is tremendous growth for an employee in store
operations from any section, whether frontline or back end team, be it vertical growth or
horizontal growth which again is an advantage. Reason is because the growth of an employee
here is directly related to the number of store openings which opens the gate to various
different openings in various levels. One also has an advantage of getting exposed to other
departments and develops their knowledge.

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 THE GOAL
CLEAR, LEGIBLE, CONSISTENT MERCHANDISING THROUGHOUT THE CHAIN
OF ARVIND LIFESTYLE BRAND LIMITED
 The strengthening of the brand image
 The satisfaction of our customers
 In order to optimise the retail space in compliance with visual display guidelines. This will
enable the company to jointly develop a professional Merchandising approach structured
around
 In harmony with current collections and trends
 On the basis of a survey of our customers buying behaviours
Standard Operating Process of Pantaloons for Visual Merchandising These processes
have been defined
That need full frontal view, have special embroidery , print on front or back or product that
require to show the shape, fit & fall of the garment. Ideal for Fashion merchandise. These
can be Frontals or Side-Outs. Stacking Packed products like formal Shirts that don t need
details of shape, fit & fall ‟ should be stacked. Done for Core merchandise. S – Hook
Denims are usually hung using S hooks as it gives the rough and casual look that
compliments the product. Rolled cargos are rolled at times to give them a utilitarian attitude.
Limp material core merchandise is styled in this fashion. Guidelines for hanging
merchandise.
• Colours should go from Light in front to Dark at the back
• Ensure same style/ price merchandise are placed together
• It Is mandatory to do Size Wise display For Example-XS/S/M/L/XL/XXL

Guidelines for hanger alignment

Basic principles of hanger alignment and placement Direction of hangers for easy access the
direction of Hangers should be Question Marked. For 2-arm, 4-arm, 2 units-2 arm, waterfall,
straight arm, I-browser the hangers should be placed in the Question Mark direction. Uniform
hanger balance -Hangers should not be tilting towards any side and should be parallel to the
ground. Uniform hanger placement -The hangers should be equally spaced. Uniform
Direction of hanger -All the hanger heads should be aligned to one direction.

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 Limitations
 Numbers of I-browser (hangers face each other)
 C- browsers (hangers face inside the ring)
 H n H browser (hangers face each other).
I was asked to check the alignment of the hangers, viz., I had to check whether the hangers
were placed in the right direction, whether the hangers were of the same size and if any
problems found to fix it up immediately. No more than 1 to 2 inch of space should be ideally
kept between two stacks.
 The spacing between the stacks should be equal and the stacked shelf or table should look
symmetric.
 Merchandise is placed with smaller size on top and the bigger size at the bottom. Spacing
and Placement.
 All the folds should be neat with the price tag hanging out only from the top merchandise.
 All the size sticker should be on the same side.
Guidelines for size tag/ price tag alignment: Size tag / Price tag Alignment Fixtures must be
aligned with and perpendicular to the main aisle or to secondary.
 Entry should be open and welcoming with the entry cluster and promotional merchandise
being highlighted.
Basics of Layout Aisle width and Fixture Positions Width of aisles should be 5 for main
and 3 for secondary aisle as ‟ ‟ in diagram.
aisles. Fixture layout Main Aisle = 5 Distance between fixtures = 3 Distance between ‟ ‟
wall and fixtures = 3 Shorter fixtures near aisle ‟ Height of fixture to be kept as low as the
product on it allows Fixtures to start from the aisle. NO floor fixture to be higher than 4.5
Low central ‟ fixtures (tables, low browsers) placed in the middle of a brand space to give a
clear view of the wall.
 High fixtures (high browsers, gondolas) on the outside to demarcate and structure the
space.
NO high fixtures next to aisle NO fixtures on aisle Fixture DEMARCATION OF
BRANDS THROUGH FLOOR FIXTURE HEIGHTS Zones: Each section can be divided
into different zones based on its visibility. The section on the right is divided into three zones.
Zone 1 – Right next to aisle Zone 2 – Between fixtures touching the aisle and the back wall
Zone 3 – The back wall Display in ZonesZone1: It is the most visible to the customers.
Power pricing, Entry price points, Fashion merchandise display. Zone 2: It Is not visible at
the first go.
Display Core fashion MerchandiseZone3: Very visible from far off. Latest theme or story
should be placed here.

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 Wall display
In coordinated with the nesting table works well, be it story or colour. Cut Sizes should come
on the bottom most shelf on the wall. Or one dedicated fixture on floor with last of the best
sign age COLOUR BLOCKING Colour Blocking is an easy way of making the most basic
and hum drum merchandise look appealing. It only requires placement of merchandise based
on its colour. Colour blocking is always done vertically. This is done so that the customer can
see a variety of colour options available to him/her. As colour is a very power stimulus and
evokes strong emotional response in people, vertical blocking also nullifies any ill effect a
particular colour might have on a person. In a horizontal blocking if the colour in the most
visible region was one that a customer disliked he/ she would probably just turn away from
the store. Colour Blocking is done following the VIBGYOR, with the lighter colours on top
and the darker at the bottom. I had done colour blocking for the bags section Packed products
like formal Shirts that don t need details of shape, fit.
 Can have hanging or stacking.
 Gondola Guidelines for gondola display.
 Shelf.
 Nesting table.
 C browser.
 I browser.
 H n H browser.
 2/4way browser with waterfall arm.
 2/4way browser with straight arm.
Different types of Fixtures & The Last Shirt should be shoulder out.
 In every formal wear brand.
 Guidelines for Gondola display Important note.
 A4 signage and shelf talkers.
 Party wear and Fashion merchandise should be hung.
Fall should be stacked. shirt should be front facing.

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 Top five Guidelines for wall displays
Merchandise on shoot visuals or bust display should always Kept next to the branding or bust
from in the absence of same product try to keep same colour story or similar style. Fashion
Tables Power Pricing display display large volume of power pricing.
 Power pricing tables.
 Show complete product feature through open display, There are two types of table
displays.
 Suggestive selling through coordinated display.
 Easy shopping experience of customer (easy to find the complete look together).
Table display Docket As the brand Pantaloons moves towards fashion the need to make the
customers aware that what they are buying is not just another shirt but the latest fashion
makes us strive towards a more fashionable approach in our displays. Tables play an
important role in creating that fashion atmosphere in the store. & EPP. Large volume
Maximum of 18 pc in normal fold, 10 pc in paper fold per option. At least 4 options with full
size set for top wear.
 Open display of merchandise with full size set for selling purpose.
Fashion Table Display & If table I
 Tables should not have single piece for display.
at least 2 options with full size set of bottom wear. s divided in two parts one part will have
top wear display.

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