SYNOPSIS

ON

STORE OPERATIONS
IN
GLOBUS STORES PVT. LTD.

By
REKHA DATTA
(Registration No. 510915459)

A project report submitted in partial fulfillment of the requirements

for the degree of master of Business Administration of
Sikkim Manipal University, INDIA

Page1

INSOFT, C – 2 SECTOR – 10, NOIDA – 201 301

CENTRE CODE – 1822

Sikkim – Manipal University of health, Medical and technological science Distance

Education wing
Syndicate House, Manipal – 576104

1
 DECLARATION

A Market Research Project Report on “Store Operations in Globus Stores Pvt. Ltd.”
submitted in partial fulfillment of the requirement for the degree of Masters of Business
Administration to Sikkim – Manipal University, India, is my original work and not
submitted for the award of any other degree, diploma, fellowship, or any other similar title
or prizes.

Place: Noida

Date: _________

(REKHA DATTA)

Registration No. 510915459

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 CERTIFICATE

The project report of Rekha Datta (Registration No. 510915459) A Market Research Project
Report on Store Operations in Globus Stores Pvt. Ltd. is approved and is acceptable in
quality and form.

Internal Examiner External Examiners

(Mr. ____________________)

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 ACKNOWLEDGEMENT

My sincere thanks to my faculty Guide Mr. Israr Alam at Insoft, Sector-10, Noida, who has been
a constant source of inspiration at every stage of the project and has encouraged me with his
valuable suggestions.

Rekha Datta

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 ACKNOWLEDGEMENT

To work on this kind of project like store operation was not an easy task without the help of all

people who were in my surrounding for that time period. First of all I would like to thank my

project guide Mrs. Darshna Sivastava , Operation Manager in Globus Stores Pvt. Ltd. At Noida.

I am grateful to Mrs. Niharika Singh (Human resource Manager, Globus Stores Pvt. Ltd. Noida),

Mr. Kuldeep Singh (Departmental Manager, Globus Stores Pvt. Ltd. Noida), for their unending

support from the beginning of the project. I would also like to thank Mr. Aman Verma,

(Supervisor, Globus Stores Pvt. Ltd. Noida ) , Mr. Deepak Maheshwari (Supervisor, Globus

Stores Pvt. Ltd. Noida), Mr. Pradeep Dheer (Senior Sales Associate, Globus Stores Pvt. Ltd.

Noida), Mr. Ashutosh Bnawra (Junior Supply chain executive, Globus Stores Pvt. Ltd. Noida)

for enlightening my path whenever & wherever any kind of support was required for the

completion of the project.

Last but not least my heartfelt thanks go to all executive who helped me gain knowledge about

the actual working & the process involved in various department.

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Regards

Chittaranjan Pattanayak
 INDEX

Serial No. Topics

01 Executive summary

02 Indian Retail Industry

03 Expert’s Views

04 Company Profile of Globus Stores Pvt. Ltd.

05 The competitors (Both Domestic & International)

06 Apparel Market In India

07 Store Operation’s Functions

08 Need for Study

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09 Objectives

09 Research Methodology

10 Learning
11 Analysis of the Study

12 Suggestion & Recommendation

13 Conclusion

14 Annexure

15 Bibliography

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 EXECUTIVE SUMMARY

Lifestyle has a great connection with the apparel segment in retail industry. So

whenever we talk about lifestyle it automatically indicates towards apparel and

visa-versa. As we all know that in India organized retail is in boom and booming

sector always keep a lots of scope and opportunity, these are the main cause fir

to enter in retail industry. A/C to my point of view I think there is a lot of work

to do in operation and I was fortunate enough that I got my project on operation

only in Globus Stores Pvt. Ltd. That is “Store operation”. In retail there are so

many fields like Apparel, Electronic (White products), Grocery, confectionary,

Pharmaceutical etc.

Globus has started its journey as a chain of Departmental store but as soon as it

launched its first store in Indore, they found an innovative idea to cover the next

market with the specialty store instead of departmental store. So they open there

next store as a specialty store of apparel segment. This story of 1998, now in

2008 Globus has its 25 functional store and 100 in queues to come in existence

in next 2-3 years. As Globus aspires to be ‘the’ iconic youth fashion brand in
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the country, with the help of its two own brand Globus & F21, It has became a

well known apparel store among its target audience of youth.

The project store operation was all about

1) To study all the content under the function of store operation.

2) Watch out what is going on in practice and how it is performed?

3) Match all these with the Store operation manual.

4) Study the different

5) Suggest required changes/ modification, and

6) See, will it be helpful for the organization in terms of profit maximization

with the help of more & more DELIGHTED customer.

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INDUSTRY PROFILE

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 INDUSTRY PROFILE

India tops the AT Kearney's annual Global Retail Development Index (GRDI)

for the third consecutive year, maintaining its position as the most attractive

market for retail investment. Furthermore a report by PricewaterhouseCoopers

foresees India and China to continue as the top sourcing hubs in retail and

consumer sector in the coming years.

India retail industry is the largest industry in India, with an employment of

around 8% and contributing to over 10% of the country's GDP. Retail industry in

India is expected to rise 35% yearly being driven by strong income growth,

changing lifestyles, and favorable demographic patterns. Because we have most

most dynamic combination, of highly informed and demanding consumer on one

hand, and of rapidily increasing consumption level across various retail product

categories and geographies on other. However valued at around USD 320 billion,

the Indian etail sector is still relatively small global by standard, with retail

gian like wall-mart alone reporting over USD 315 billion in Global sale.

But India is catching up and catching up very fast. For two years in a row AT

Kearney has ranked India at the top of the Global retail development index. Page106

Several of the major Indian conglomerate have announced and are in process of

implementing major retail projects(Bharti, Mahindra & Mahindra group, Dabur,

Etc. ) , existing retailers are continuous to experiment with new formats and

concept(Pantaloon , Globus, Lifestyle Etc.) many of the multinational retailers

are pacing the sideline and evaluating different way to participate and mall

development continues at a staggering pace.

Shopping in India has witnessed a revolution with the change in the consumer

buying behavior and the whole format of shopping also altering. Industry of

retail in India which have become modern can be seen from the fact that there

are multi- stored malls, huge shopping centers, and sprawling complexes which

offer food, shopping, and entertainment all under the same roof.

India retail industry is expanding itself most aggressively; as a result a great

demand for real estate is being created. Indian retailers preferred means of

expansion is to expand to other regions and to increase the number of their

outlets in a city. It is expected that by 2010, India may have 600 new shopping

centers.

India retail industry is progressing well and for this to continue retailers as well

as the Indian government will have to make a combined effort.

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 SCOPE OF THE INDIAN RETAIL
MARKET
The scope of the Indian retail market is immense for this sector is poised for

the highest growth in the next 5 years. The India retail industry

contributes 10% of the country’s GDP and its current growth rate is 8.5%. In

the Indian retail market the scope for growth can be seen from the fact that it

is expected to rise to US$ 590 billion in 2012 from US$ 394 billion in 2007.

The organized retailing sector in India is only 4% and is expected to rise to

25- 30% by the year 2010. There are under construction at present around 325

departmental stores, 300 new malls, and 1500 supermarkets. This proves that

there is a tremendous scope for growth in the Indian retail market.

The growth of scope in the Indian retail market is mainly due to the change in

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the consumers behavior. For the new generation have preference towards

luxury commodities which have been due to the strong increase in income,

changing lifestyle, and demographic patterns which are favorable. Now the

consumer wants to shop at a place where he can get food, entertainment, and

shopping all under one roof. This has given Indian organized retail market a

major boost.
The scope of the Indian retail market have been seen by many retail giants

and that is the reason that many new players are entering the India retail

industry. The major Indian retailers are:

 Pantaloons Retail India Ltd

 Globus store Pvt. Ltd.

 Shoppers Stop

 Max Retail.

 Wills lifestyle

 Lifestyle

 Reliance Retail

 Bata India Ltd

 Music World Entertainment Ltd

Judging the scope for growth in the India retail industry many global retail

giants are also entering the Indian retail market. They are :

 Tesco

 Metro AG Page106

 Wal- Mart

 Hamleys

The scope for growth in the Indian retail market is seen mainly in the
following cities:

 Mumbai

 Delhi

 Pune

 Ahmedabad

 Bangalore

 Hyderabad

 Kolkata

 Chennai

The scope of the Indian retail market is very vast. And for it to reach its full

potential the government and the Indian retailers will have to make a

determined effort.

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GROWTH FACTORS IN INDIAN ORGANIZED RETAIL SECTOR

The growth factors in Indian organized sector are various but it is mainly

due to the fact that India's economy is booming.

Also, the rise in the working population which is young, pay- packets which

are hefty, more nuclear families in urban areas, rise in the number of women

working, more disposable income and customer aspiration, western influences

and growth in expenditure for luxury items. All these are the factors for the

growth in Indian organized retail sector.

In fact, India retail industry is the fastest growing industry in India and it

accounts for 10% of the country's GDP. In 2006, the retail industry in India

amounted to US$ 320 billion and out of this, the organized retail sector in

India amounted to US$ 12.4 billion. By 2010, the Indian organized retail

sector is expected to rise to US$ 590 billion. In 2003, the Indian organized Page106

retailing sector accounted for more than 4.5 million sq. ft of space absorption

by malls.

Many Indian companies have entered the retail industry in India and this is

also a factor in the growth of Indian organized retail sector. Reliance

Industries Limited is planning to invest US$ 6 billion in the organized retail

sector in India by opening 1500 supermarkets and 1000 hypermarkets. Trent

(TATA group of company) did a joint venture with Tesco a global retail giant

positioning 3 r d in world ranking. Pantaloons is planning to invest US$ 1

billion in order to increase its retail space to 30 million square feet. Such

huge investments is also a factor in the growth of the organized retail sector

in India.

Global retail giants are also entering the retail industry in India and this is

also one of the factors in the growth of the organized retail sector in India.

The global retail giants who are entering the organized retail sector in India

are:

 Wal- Mart

 Tesco

 Carrefour SA

 Metro AG

 Hamleys

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The factors for growth in Indian organized retail sector are many and thats the

reason behind its massive growth. But for this to continue both the Indian

retailers and the government will have to work together.

 OPPORTUNITIES IN INDIAN ORGANIZED RETAIL
SECTOR

The opportunities in Indian organized retail sector are many for this sector

is witnessing a boom. .

The various opportunities in the organized retail sector in India are mainly

there for the Indian consumers behavior pattern has changed. Now the Indian

consumer gets more hefty pay- packages, is younger, a large number of

women are working, western influences, and more disposable income have

opened a lot of opportunities in Indian organized retail sector. The Indian

consumer wants to shop, eat and get entertainment in one place and is have

also given Indian organized retail sector an opportunity to grow .

The Indian government in 2005 allowed foreign direct investment (FDI) in

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single brand retail to 51% , in cash and carry retail to 100% , Etc.. This have

opened up a lot of opportunities in India organized retail sector.

Many Indian companies seeing the various opportunities in organized retail

sector in India have entered it. Reliance Industries Limited is targeting for
 annual sales of US$ 25 billion by 2011.

The opportunities in the organized retail sector in India have also increased

with the desire of many global retail giants to set up shop here.

The opportunities in Indian organized retail sector are varied and it must be

fully exploited by the Indian retailers.

CHALLENGES FACING THE INDIAN ORGANIZED RETAIL

SECTOR

The challenges facing the Indian organized retail sector are various and these

are stopping the Indian retail industry from reaching its full potential. The

behavior pattern of the Indian consumer have undergone a major change. This

have happened for the Indian consumer is earning more now, western influences,

women working force is increasing, desire for luxury items and better quality.

He now wants to eat, shop, and get entertained under the same roof. All these

have lead the Indian organized retail sector to give more in order to satisfy the

Indian customer.

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The biggest challenge facing the Indian organized retail sector is the lack of

retail space. With real estate prices escalating due to increase in demand from

the Indian organized retail sector, it is posing a challenge to its growth. With

Indian retailers having to shell out more for retail space it is effecting there

overall profitability in retail.

Trained manpower shortage is a challenge facing the organized retail sector in

India. The Indian retailers have difficultly in finding trained person and also

have to pay more in order to retain them. This again brings down the Indian

retailers profit levels.

Based on finding of the report by AT Kerney , there are 10 over-arching issue

that most retailers view as a major impediment to growth and the associate

escalation in consumeresim. These issues are

1) Under develop supply chain capabilities

2) Inadequate utilities

3) IT Infrastructure hurdle

4) Inadequate Human resources

5) Supply based (Vendor) Hurdle

6) Limited consumer insight

7) Taxation Challenges

8) Real estate hurdle

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9) Insufficient Government Incentive

10) Policy Related hurdle

These issues is somewhat universally experienced by retailers in India, whether

it is a fast food service restaurant, a chain of movie theater, a convenience store,

a departmental store or a hyper market. Of course the magnitude of the issue

varies by geography and by cluster ( Metro, Big city, small city, town or rural.)

ROLE OF SUPPLY CHAIN IN INDIAN ORGANIZED

RETAIL

The role of supply chain in Indian organized retail is very significant for on

it depends the growth of this sector. The Indian Supply Chain Council have

been formed to explore the challenges that a retailer faces and to find

possible solutions for India.

The role of supply chain in the organized retail sector in India should be a

shelf- centric partnership between the retailer and the manufacture for this

will create supply chains that are loss free. This will also give rise to top and

bottom line growth. In the organized retail sector in India the presence of

fresh produce (vegetables and fruits) is very small. This is so for the nature of

supply chain is very fragmented. This shows the important role of supply

chain in the organized retail sector in India.

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In the organized retail market in India the role of supply chain is very

important for the Indian customer demands at affordable prices a variety of

product mix. It is the supply chain that ensures to the customer in all the

various offerings that a company decides for its customers, be it cost, service,

or the quickness in responding to ever changing tastes of the customer.

The infrastructure in India in terms of road, rail, and air links are not

sufficient. And so warehousing plays a major role as an aspect of supply

chain operations. To overcome these problems, the Indian retailer is trying to

reduce transportation costs and is investing in logistics through partnership or

directly. The Indian organized retail sector is growing so the role of supply

chain becomes all the more important. It should become all the more

responsive and adaptive to customers demand. There is also need for the

supply chain to be more cost efficient and collaborative to win the immense

competition in this sector.

The role of supply chain in Indian organized retail has expanded over the

years with the boom in this industry. The growth of the Indian retail industry

to a large extent depends on supply chain, so efforts must be made by the

Indian retailers to maintain it properly.

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 EXPERT’S VIEWS

According to Mr.Rajan Bharti Mitt al .

Now, the Government also proposes further liberalization in the retail sector

allowing 51 per cent FDI in consumer electronics, sports goods, stationery and

building equipment.Wal-Mart has signed two agreements with its Indian

counterpart. First is a franchisee agreement where Bharti will handle the front

end while Wal-Mart will take care of the back end supply chain management and

logistics, under the Bharti Retail Ltd, a wholly owned subsidiary of Bharti

Enterprises. The second will be a joint venture agreement for the wholesale cash

and carry segment and back end supply chain management under the newly

formed Bharti Wal-Mart Pvt Ltd. Through the back end supply chain, small

farmers and manufacturers will be directly linked with retailers and consumers,

thereby maximizing value for them Page106

The retail sector can generate huge employment opportunities, and can lead to

job-led economic growth. A strong retail front-end can also provide the

necessary fillip to agriculture & food processing, handicrafts, and small &

medium manufacturing enterprises, tourism and hospitality creating millions of

new jobs indirectly. These retail tie-ups in the Tier II and Tier II cities act as

crowd pullers,” adds Mr. Sadh.

Mr. Arun Goyal, Dewan Housing Finance Corporation, explains , “The Bhart-

wal-Mart venture caters to the wholesale segment of buyers and not the end

consumer. This day to day bulk retail activity will cut out the middlemen

involved in the process. This would mean savings in the cost and reduction in

the final price

Bappaditya Basu, Vice President- Retail Services, Jones Lang LaSalle

Meghraj , says, “The need for more shelf space has resulted in a retail

revolution. A new generation of retail outlets is emerging, which will change the

landscape of the country’s cities. The revolution is fuelled by huge sums of

money being poured into real estate, modern logistics, and the creation of new

retail brands. Everybody is joining the fray. From existing retail groups, Indian

business groups that have had nothing to do with the retail business until

recently, and foreign retail chain like Reliance, Bharti and the Tatas

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COMPANY PROFILE

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 COMPANY PROFILE

Name of the Organization - Globus stores Pvt. Ltd.

Managing Director - Mr. Rajan Raheja

Chief executive officer - Vinay Nadkarni

Other Industry - Hotel, Construction, Etc.

Type of the Store (Format) - Specialty store

Field - Apparel segment

Starting - INDORE (M.P.) in 1998

No. of stores (Functional ) - 25

Presence in zone - North zone, south zone,

west zone.

No. of warehouse - 7

Own Brand - 2 (globus & F21)

Mission statement “Achieve customer delight by

offering quality products and services through a
process of continuous innovation and
adaptation”

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.
History:

Launched in January 1998, Globus is a part of the Rajan Raheja group. The

company opened its first store in 1999 at Indore followed by the launch of its

second store in Chennai (T-Nagar). Soon to follow was another in Chennai

located in Adyar. The flagship store in Mumbai was opened on 1st November

2001 followed by a swanky new outlet in New Delhi in South Extension Part-2.

The sixth & seventh stores are in Bangalore in Koramangala & Richmond Road

respectively. The Eighth store in Ghaziabad at Shipra Mall followed by the

ninth, tenth and eleventh in Kalaghoda, Mumbai, Thane and Ghaziabad, twelfth

store at Kanpur and thirteenth store in Ahmedabad & fourteenth store in

Lucknow.As of May 2008, Globus has opened its 24th Store in Nagpur and 25 in

Faridabad and the journey continues

Mission Statement;

 Achieve customer delight by offering quality products and services

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through a process of continuous innovation and adaptation.

 Build a dynamic team of committed and passionate employees

through sustained learning and grooming.

  Develop mutually beneficial relationships with our business

partners.

 Employ cost-effective processes and thereby create a strong

organization.

1) Youth Fashion Brand

Globus aspires to be ‘the’ iconic youth fashion brand in the country. Globus is a

complete fashion brand – it’s the apparel brand and the destination brand. Three

words which capture the spirit of the youth – vibrant, maverick and expressive.

Globus is exactly that…our vibrant and maverick designs are not just setting

fashion trends but more importantly helping our customers express themselves.

2) Eye candy fashion

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F21 is an accessible hi-fashion brand, offering high-quality apparel. F21 – the

edgy fashion brand - is designed to appeal to the more experimentative and

adventurous consumers who seek cutting edge fashion.   Styling and fabric

innovations help F21 offer high end fashion at prices which are affordable for

the young consumers. From everyday casual occasions to clubwear, F21

The Future Planning

 Going to invest Rs 350 cr. For the next 74 stores which are coming in next

30 months. (Mr. Subhash Chhabra , President Globus)

 The company will add 15 stores in the current fiscal in Tier I and Tier II

cities, including Nagpur, Kochi, Rajkot and Surat

 All properties are leased and span around 8,000-10,000 square feet in size.

 Investment per store is in the range of Rs 3.5 crore

 The company also plans to invest Rs 15-20 lakh each year on software

development, specific to fashion forecasting as the company is currently

taking forecast inputs from international agencies like WGSN.

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The Board Of Members

Managing Director Mr. Rajan Raheja

Chief executive officer Mr. Vinay Nadkarni

Asst. CEO Mr. Jayesh patel

President Mr. Santosh Chhabra

Vice president (Operation) Mr. Priyalal Pursotam

Vice president (Project) Mr. Kishore Aher

GM (Logistic) Mr. Brajesh Patel

GM (HR) Mr. Sashiranjan

ACM (Visual Merchandising) Mr. Faiz Thakur

GM (Operation) Mr. Mridumesh Roy

CLP Head Mr. Mridumesh Roy

AGM (Operation) Mr. Priyalal Purshotam

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SWOT ANALYSIS

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 SWOT ANALYSIS

S (Strength):- Designer Merchandize, Fashionable & Trendy.

Product

Quality, Fashion at affordable Price, Store

Environment.

W (Weakness):- Less Space for kids section, Supply chain, Visual

Merchandising.

O (Opportunity):- Capturing tier two cities would open door in rural

Retail, which is growing double of urban retail.

Kids

Section is growing.

T (Threat):- Shopper’s stop & Pantaloon, Westside, Will

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lifestyle

is in Apparel segment and are far ahead in terms

of

all (Technology, Revenue Etc.)

 THE COMPETITORS
(Both Domestic & International)

1. FUTURE GROUP

Future Group is one of the country’s leading business groups present in

retail, asset management, consumer finance, insurance, retail media, retail

spaces and logistics. Future Group is present in 61 cities and 65 rural locations.

The group’s flagship company, Pantaloon Retail (India) Limited operates over

10,000,000 square feet (930,000  m²) of retail space, has over 1,000 stores and

employs over 30,000 people. Some of its leading retail formats include

Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot,

Future Money and online retail format www.futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generali

India, Indus League Clothing and Galaxy Entertainment which manages Sports

Bar, Brew Bar and Bowling Co. Future Capital Holdings, the group’s financial

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arm, focuses on asset management and consumer credit. It manages assets worth

over $1 billion that are being invested in developing retail real estate and

consumer-related brands and hotels.

The group’s joint venture partners include Italian insurance major Generali,

French retailer ETAM group, US-based stationary products retailer Staples Inc
and UK-based Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty

Shoes.

Future Group’s vision is to, “Deliver Everything, Everywhere, Every time to

Every Indian Consumer in the most profitable manner.” The group considers

‘Indian-ness’ as a core value and its corporate credo is - Rewrite rules, Retain

values.

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

Lines of Business
The company is present across several lines of business which have various

formats (stores) operational under it. These include:

 Food - Food Bazaar, Chamosa, Spoon, Brew Bar, Sports Bar & Sports Bar

Express, Cafe Bollywood,

 Fashion - Pantaloons , Central, aLL, Brand Factory, Blue Sky, Top 10,

Fashion Station, Big Bazaar , Lee Cooper (JV),

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 General Merchandise - Big Bazaar , Shoe Factory, Navras, Electronics

Bazaar, Furniture Bazaar, KB'S FAIR PRICE

 Home & Electronics - Home Town, eZone, Collection i

 E-tailing (Online Shopping) - www.futurebazaar.com

  Books & Music - Depot

 Leisure & Entertainment - Bowling Co., F123

 Wellness - Star & Sitara, Tulsi

 Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM

Statistics
 Listed on: Bombay Stock Exchange

 Stock Code: BOM:523574

 Fiscal Year Ending : June

 Major Industry : Retailing and Dept. Store Chains

 Employees  :35,000 (June, 2008)

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2) LANDS MARK GROUP
Landmark Internati onal (LMI) was founded in 2004 to source, secure and
roll-out new internati onal fashion and lifestyle brands across the region.

a) Lifestyle Retail

Lifestyle has revolutionized retailing in India by offering a truly international

shopping experience, to become the preferred must-stop for discerning shoppers

with a youthful, vibrant, spicy lifestyle. Launched in 1999 in Chennai, Lifestyle

today is one of India's largest professional retailers with over 325,000 sq. ft. of

shopping space across Chennai, Hyderabad, Bangalore, Gurgaon and Mumbai.

With the widest choice of stylish yet affordable merchandise for the entire

family and their home, in a world-class, shopper-friendly layout, it is one of the

most desired shopping destinations in India. Not surprisingly, Lifestyle's

retailing model has also received corporate admiration by winning the 'Most

Respected Company in the Indian Retail Sector' and the 'Most Admired Large

Format Retail Company' awards in India.

Lifestyle’s Privilege club

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The Landmark Group has invested in Customer Relationship Marketing (CRM)

programs across all its operational territories ( UAE, Kuwait, Bahrain, Qatar,

Oman, Saudi Arabia & Jordan) and the groups CRM program is called

“Centrepoint Privilege Club” .

Centrepoint Club members collect points equivalent to 10% of the value spent,

when they spend at any of the Centrepoint Stores or other Landmark Group

stores. The points collected can be redeemed for Centrepoint Gift Vouchers.

Apart from Centrepoint gift vouchers, Centrepoint Club members are entitled to

host of other benefits like exclusive special offers, opportunity to win Prizes

through regular events and contests , exciting joint promotions and Sale sneak

preview.

Regular communications are sent to the members through the privilege club

newsletter, Enewsletters, SMS and the centrepoint club website

www.centrepointclub.com

LMI has successfully launched in the region and now operates a number of

flagship and stand alone stores. An aggressive expansion plan, with 50 stores

planned across the Middle East by the end of 2008.

b) Max Fashions

Look good. Feel good

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Max is a fashion and footwear retailer in the value segment. With stores that

typically measure between 25,000 to 35,000 sq. ft., Max retails its own label

clothing for men, women and children, as well as footwear and house ware. A

pioneer in the Middle East of the global trend of delivering quality and value at

very attractive prices, Max is being increasingly recognised as a key player in

the value retail format. Currently present in the UAE, Saudi Arabia and Kuwait,
Max plans to expand throughout the GCC and looks forward to building a

presence in India. A good shopping experience and great value at Max translates

into making customers 'Look Good. Feel Good' to the max.

Max Hypermarkets

MAX HYPERMARKETS Envisioned as one of the Landmark Group’s biggest

retailing ventures to date, Max India will offer the savvy Indian consumer the

most up-to-date international hypermarkets.

Max Hypermarkets will not only offer consumers the most extensive

merchandise mix, product and brand choices under one roof, but will also bring

home the superior value for money advantages of hypermarket shopping. With

product categories on offer ranging from fresh produce and FMCG products to

electronics, value apparels, houseware, DIY and outdoor products. Max

Hypermarkets plans to become one of the largest retailing chains in India.

The foundation of Landmark Group is built on the philosophy that the 'Customer

comes first'. This has meant that we have developed and live by certain core

values as an organization - Carefully listen. Constantly adapt. Always deliver.

On these 3 pillars The Landmark Group continues to grow successfully. Page106

Venturing into new markets. Capturing greater market share.

3) SHOPPER’S STOP

Shopper’s stop owned by Mr. K. Raheja

Managing Director is Mr. B.S.Nagesh

CEO is Govind Shrikahnde

Shoppers' Stop, came out with its public issue in May 2005.

A total 24 stores all over India

Will add 89 store or 1 million sq ft. every year. For the next three year

Increase the average size of its store to around 85,000 sq ft. from current 65,000

sq ft.

. 4) VISHAL MEGAMART

Vishal Retail, one of the leading and growing companies in manufacturing and

retailing of readymade garments (apparels), non-apparels and FMCG products, is

a pioneer in discount retailing, focused on tier II and III cities in the country

and is expanding its operations at a rapid pace. It operates in the industry which

has posted tremendous growth numbers led by value retail and driven space
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addition and better growth in the existing stores over the last five years.
The company endeavors to facilitate the one-stop convenience with reasonably-

priced products manufacturing at its own plant in Gurgaon, Haryana, Dehradun

and Manesar with a capacity of 5,000 garment pieces per day in each unit.

The company has added of 3 million pieces per annum of garment manufacturing

capacity in Dehradun and Manesar, 9 new warehouses with an area of 581,640

square feet and also implemented modules of SAP with an investment of around

Rs 75 million.

The company plans to diversify the portfolio from apparel segment which

accounts 61.2% of product mix to FMCG and non apparels both of which have a

share of around 18% in folio mix. It has recently entered into an agreement with

HPCL for opening retail outlets (store size varying from 500-1,000 sq ft) at

selected fuel stations (around 1,000-1,500 locations). As per the contract, HPCL

shall provide space to the company for either retail stores or warehousing at its

mutually selected retail outlets. Launch of loyalty cards to attract customers,

particularly females is also under planning process

The total number of stores of the company has reached 126 stores spread across
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India, covering an area of 2,392,000 square feet. It has also maintained it

consistency in customer service and operation which can be seen through rise of

2.03 times in daily footfalls at 182,396.

Vishal Retail has witnessed a rapid growth rate during the current financial year.

Its garment manufacturing capacity is now around 4.5 million pieces per annum.

With addition of new warehouses, it now has 29 warehouses with a space of 1.1

million square feet located in 8 key distribution centers and a fleet of 98 trucks

and lorries.

All company locations are now linked through a company-wide VNC (virtual

network connection) and video conferencing together with hotlines to provide

online connectivity. This can be attributed to the implementation of SAP module

with an investment of around Rs 75 million.

The Delhi-based company plans to open 70 more stores at a cost of around Rs 7

billion by the end of this year for which it is planning to raise around Rs 2

billion through a private equity route, while the remaining fund will be arranged

through debt

.Vishal Retail registered a rise of 62% in net profit after tax at Rs 406 million

for the financial year 2008 as against Rs 250.7 million in the previous year. The

total revenues of the company has increased by 68% from Rs 6,050.4 million to
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Rs 10,144.6 million for the period in comparison due to addition in retail space

and increased footfalls. During the fiscal 2008, EBIDTA margin has surged by

86% to Rs 1,291 million. The operating margin of the company seems to be

under pressure due to organic expansion in manufacturing and human resource

department, while strong network and rise in contribution from private labels

can prove to be boosters for the same.

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 APPAREL MARKET IN INDIA

 The total Indian apparel market is of Rs 12 lakh crore

 Growing with a rate of 15 % per annum

 The Indian fashion industry is expected to rise at a stupendous pace of

22.67% through 2012 from 2007.

 Likely to touch Rs 20 to 22 lakh crore by 2012-13.

 The whole apparel market is divided in to four categories

 Men's wear,

 Women's wear,

 Unisex wear and

 Kids' wear

 The men's wear market accounts for 35.5 per cent of the total apparel

market

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 Will increase at a CAGR of 14.86% during the two-year period from 2008

to 2010.

 Branded apparel industry for men will cross Rs. 25,000 Crore by 2010.

 In 2007, men's apparel industry was mainly dominated by shirts(in value

terms).
 The women's wear market is 32.3 per cent of the total apparel market

 Women’s wear is itself is a 42,600 Cr. Segment.

 Women’s and kids wear comprise a huge portion of the retail apparel

market in India.

 Increasing at a CAGR of over 17%, women apparel market is expected to

cross Rs. 61,000 Crore by 2010.

 Branded women apparel market is projected to rise at a rate close to 25%

and surpass Rs. 18,000 Crore by 2010 .

 12%of total women’s wear market (Total value is Rs 2,400 cr.)

 Growing with a rate of 16 to 20 %

 It makes up 24.5 per cent of the total apparel market.

 Kids' retailing will touch annual growth of 30-35 per cent

 According to research firm KSA Technopak, the branded segment

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comprises US$ 701.7 million of the total kids' apparel market-size of over

US$ 3 billion

 The new entries in Market

 Monalisa, the Versace of kids, is coming to India.

 International brand Zapp tied up with Raymond to foray into kids' apparel.

 Pantaloon's joint venture with Gini & Jony will set up a retail chain to

market kids' apparel.

 Swiss kidswear brand Milou is collaborating with Tirupur-based Sreeja

Hosieries.

 The UK based retail chain, Marks & Spencer, is launching its kids' wear

categories in India

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CUSTOMER LOYALTY
PROGRAM

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 CUSTOMER LOYALTY PROGRAM

Customer loyalty is the objective of CRM (Customer Relationship Management).

It means to make a bound with customer in such a way that they will make

repeat visit to a retailer.

Globus customer loyalty programme at a glance:-

Named as Globus privilege club (GPC)

They have membership card

Termed as

Temporary card

Basic card (silver card)

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Gold card

1. Temporary card:-
  Made after the shopping of Rs- 500

 Having validity of 3 months

 Do not get any benefit unless or until converted in to silver card, except

some time; like sale

2. Basic (Silver card)-

 After shopping of Rs- 2,000 Silver card is issued

 It has the validity of 2 years.

3. Gold Card-

 After a shopping of Rs 15,000 old card is issued

 Customer gets Free parking facility, Home delivery of merchandize, etc.

 In few store they have separate cash counter for the Gold card member.

 Having 1 year validity. Page106

 Automatically renewed if customer does a shopping of Rs 15,000 in a

year.

 If they do a shopping between 10,000 to 15,000 it will be demoted in to

silver card.
  If less than 10,000 then he need to start fresh in the program.

The benefits:

 For Temporary card holder there is no tangible benefit.

 Silver card member can avail a gift voucher on shopping of Rs 5000 and

10000.

 Card is valid at all stores.

 During promotion special offer is given.

 Direct e-mails are sent to these customers about the event and promotion.

 Various offer and discount are given on selected outlets .

 Gold card member can avail a gift voucher when he crosses Rs 15000,

25000, 50000, and Rs 100000 during the validity period of the card.

 Members also get free home delivery of altered merchandize and reserved
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car parking.

Area of responsibility of CLP Executive:

 Daily CSR report maintaining

 Issuing of card and its updation

 MCN issue

 Gift delivery

 Dry-cleaning

 Defectives return to the back office

 Customer suggestion report preparation

 Lost and found

 Alteration

 Birthday call to customer for the discount.

 Etc

 They maintain

various registers
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1. Manual MCN register

2. Alteration register

3. Defective piece register

4. Customer suggestion register

5. Customer requirement register

6. Lost and found register

7. Return register

8. Dry-cleaning register

9. etc

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  Silver and Gold
card contain
1. Customer name

2. His date of birth

3. A serial number

4. Customer signature

Serial No. contain

A) Store ID

B) Year and month of issuing

C) Serial no.eg

037 00200807 00012970

Merchandize credit note (MCN)

 This is issued to the customer when they exchange merchandize due to
size problem, Mind change, etc.

 This MCN is valid for six months and can be redeemed from any Globus
store.

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 CASH COUNTER

 No. of cash counter- 1 (each floor)

 No. of POS system- 3 (G floor), 2 ( 1 s t floor)

 No. of sensor metric – 1( With each POS)

 Software they use- WINDSS(Windows based distributed store system) ,

Windows 98

 IBM sure one POS machine

 POS has Cash trolley and Card swapping system

 Cashier reports to Account head at the store level.

 Administratively controlled by Floor in charge

 Types of tenders used in Globus- Cash, Credit card, Debit card, foreign

currency, In store credit, etc.

 After End of the day (EOD) all cash are taken out from the POS machine

and then deposited to head cashier.

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 They fill up a check list(Tender) in which they mention all the detail

about cash received, credit card, MCN(merchandize credit note), Other

discount.

 Then they keep reimburse separate for the next day’s activity.
  Head cashier:-

 The area of responsibility

 Daily report

 Banking

 Cash out

 Peety cash

 POS maintenance

 Daily report:-

Very next day he check all the detail of last day and maintain a excel sheet of

all detail and then also match it physically.

 Banking:-

After counting all cash and other tenders and maintaining it in excel sheet
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he deposit the cash to the executive of CMS security Ltd. And send all other

type of tenders to the regional office with the Report by courier

 Cash out:-
 After the EOD all cash and other tender are matched physically with the

detail and deposit it to the Head cashier.

 Peety cash:-

 The cash which they get from the regional office accountant

 Used for the salary of TSA(TRAINEE Sales Associate), Other office

expenses.

 POS Maintenances

 Check clearance

 Maintain a daily book for the pity cash

 POS Machine

 A desktop like system

 Having Monitor, Keyboard.

 Also have a cash trolley, Space for the swapping of card, Gives print out.

 Connected with the server. Page106

 Having data of the store inventory, Current value of all the currency

which they accept.

BILLING PROCESS

 SA (Sales associate)comes with Merchandize

 Ask to bill that

 Cashier says hello to customer

 Ask for the GPC (Globus privilege club) card

 Scan the merchandize

 Match the prices physically

 Ask for the payment mode

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 In case of cash they enter the whole amount in the system

 In case of card they swap it take customer sign

 Give the bill, says thanks & Invite

 HR &ADMINISTRATION

Store Manager 1
Department manager 2
Supervisor 2
Senior sales executive 7
Sales executive 31
Visual Merchandiser 6
Supply chain executive 1
Cashier 5
Head Cashier 2
CLP Staff 2

Total 53
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JOB RESPONSIBILITY OF HR MANAGER:

RECRUITMENT:

 Manpower Planning,

 Working out the deviation between actual strength & budgeted

strength.

 If any vacancy occurs, initiating the HR process.

 Sourcing of proper CVs for vacancies found through job portals,

consultants, ads, etc.

 Short listing of CVs.

 Scheduling interviews.

 Taking initial rounds of interviews.

 Verification between Temp staff & Payroll staff .

JOINING FORMALITIES:

 Issuing of offer letters,

 Appointmentt letters,

 Salary Account opening,

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 PF / ESIC / Gratuity Nomination,

 Issue of Id card ( Sending Passsport size photograph with red

background to HO ),

 Issue of other types of card ,

PREPARATION OF EMPLOYEE PERSONAL FILE :

EMPLOYEE FILES CONTAIN:

 Copy of Offer Letter

 Appointment letter

 Relieving letter

 Experience Certificate

 Address proof

 Age proof

 Gratuity nomination form

 2 passport size photographs

 Mobile issue letter if any

 Appraisal forms if happened

 Increment letters if happened

 Resignation letter& Pulse Exit interview if resigned, Page106

 F& F copy if resigned

 Etc.
EMPLOYEE DATA BASE

(FOR ALL STAFF PAYROLL + OFF PAYROLL) :

Additi ons / deleti ons on monthly basis,

Maintenance of their data like

Full Name, Father’s Name, Date of Joining, Date Of Birth, Gender, PF no,

Salary Account Number, Break up, Designati on, Department, Age, Address,

Contact details,

Experience of earlier organizati on and with the organizati on, Blood Group,

Date Of Leaving if

Resigned

SALARY RELATED WORK:

 Preparation of Salary control sheet on 25 t h of every month,

(Varies organization to organization).

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 Issue of salary slips,

 Solving queries regarding salaries,

 Holding salaries of resigned employees,

  Preparation of F & Fs of the resigned employees before 20 t h of

next month after generation of salary in which their salary is

hold for the last time.

INCENTIVES:

Preparation of Incentives with the help of Store Head or Department

Manager & sending the same to HO in prescribed format.

LEGAL COMPLIANCES:

 Getting PF nominations forms (Form No. X ) & Gratuity

Nomination form ( Form Z ) of new joiners sent to HO for

further process,

 ESIC declaration forms to be sent to Consultant for further

process,

 Getting ESIC amount deposited with help of legal consultant,

 Getting PT deposited on monthly basis,

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 Etc.

TRAINING & DEVELOPMENT:

 Organizing various required trainings for employees in

coordination with HO,

 Taking periodical in store trainings for Friedman,

  Induction of new joiners in coordination with store head, etc.

GRIEVANCE HANDLING:

 Handling employees issues regarding their internal conflicts,

 Salary related issues,

 Company related issues,

 Handling shop lifting cases,

 Etc.

EXTRA CURRICULAR ACTIVITIES:

 Organizing events like store anniversary,

 Picnic,

 Annual party,

 Diwali sweets distribution,

 Etc for employees to get them out of daily stress of work.

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 ADMIN RELATED WORK
HANDLING VARIOUS SERVICE PROVIDERS:

 Security services

 Housekeeping services

 Electricians

 Tailors

 Carpenters

LICENSING:

 Appling for various licenses (BMC license, Shops & Establishment,

signboard license, PPL, Trade License, etc. ),

 Display of Shops & Establishment license in store.

 Renewals of the same

MAINTENANCE OF VARIOUS REGISTERS:

Maintenance of various registers at store like Attendance registers for

Page106
Payroll staff,

Temporary staff & contract staff, Inward & Outward register, courier

register, etc
MISCELLANEOUS WORKS:

 Maintenance of stationery, First aid box, etc.

 Maintenance of telephone lines, Electricity, etc

 Taking care of any emergency

 Admin issues like repairs & maintenance works inside the store,

 Visit of any officials from Government or Organization, etc.

Page106
 VISUAL MERCHANDIZING

It helps in appealing to the customer in a manner, which is convenient for

the customer to pick-up.

It helps in increasing sale volume

It is a tool to

A) Achieve sales

B) Increase productivity

C) A mechanism to ease customer buying behavior.

Store image comprises of 5 areas

1) ODOUR

2) VISUAL

3) MERCHANISE

4) AUDIO

5) ATMOSPHERIC

Page106
How does VM impact Retail?
PROFIT

SALES (HIGHER CONVERSION)

BUYS (INCREASE TICKET SIZE)

CREATE DESIRE TO BUT

ENTERS

REASON TO ENTER

VISUAL MERCHANDISING

Elements of VM
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1) Focal point

2) High point

3) Windows

4) High Point

5) Display & 6) Venial

ELEMENTS OF VM:-

1) Focal point

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2) High point

High point is generally a Bust on shelf placed at or above eye level

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3) Windows

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4) Display

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5) Slit wall

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6) VInyle

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6) Sinages

Is of two types

1) Permanent sinages:

Store directory, Facility sinages

2) Temporary sinages:

They are pertaining to the merchandize

e.g- A sinages on a focal point talking about the displayred

merchandise. These are also called ‘Ticket’ .

The Visual Merchandiser

 Reports to the Store manager and VM head of the Zone.

 They has to finished all the work by 11:15.

The responsibilities are

 Layout checking

 Singes checking

 Proper color blocking

 Fixtures

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 Mannequins & Props.

 The music, & light

 He takes snap of the layout, New style, Look etc. & send it to HO via

Intranet & internet both.

The process

 Color blocking should be started from the side of wall where light is

falling.

 Should always start from light color

 Light on mannequin should fall from shoulder to knee.

 Color and Sheds are two different thing and the blocking is done in a

different way.

 For wall there is a fix ratio (60:40) for the Frontal and lateral display of

merchandize.

 A light color should always fall between dark colors.

Mannequins:
 Mannequins are silent sales person

 There are five folds process foe VM which is universally followed by all

visual merchandiser.

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ALL I DO CAN SALE

A- Attention
I- Interest

D- Desire

C-

S- Sale

These principal are helpful in getting the customer’s Attention to selling the

product.

VM also need to be interesting to retail the attention.

e.g.- A Bar stool and Guitar are based placed with Denim and Leisure

wear and would not compliment with formal wear.

Merchandise on hanger, Browser, Gondolas should be 3 Inch above from the

floor.

Cross merchandising is done to promote and present a complete Fashion

statement by dressing a mannequin form with coordinated garments and

appropriate accessories.

There are three classification of merchandise display that are done in the store

1) Window Display

Windows display should run for 45 days or 6 weeks.

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2) Top shelf Display

It refers to visual presentation placed on the shelf of the perimeter

wall.

This is of two type;

A) Major Top Shelf:

 For the visual presentation of coordinated merchandise. It is a

Combination of merchandise, one Tops and Bottom.

B) Minor Top Shelf:

These are visual presentation of a specific merchandise style in two

to three colors.

3) Point of Purchase Display

It refers to visual presentation placed on top of floor in land

Fixture.

Displaying Merchandise on the floor

1) Stacks

An product which do not have a design/pattern as the product highlight are

stacked on the wall or gondolas. This is done as the basic highlight is either the

colour or product itself. This kind of display is used for standard product like

Formal shirt, Plain T-shirt, Casual and Formal Trousers, Jeans Etc. where the

intrinsic quality is of the product itself and not the design /pattern on the

product is highlighted.

This type of merchandise display is done either in stack of 6 pieces or 8 pieces.

These are a part of Planogramme and color flow is from light color to dark color

for similar grade of color and if the product has similar patterns even within this Page106

assortment the colour grading flow from light to dark shade.

2) Hang

Products which have a style/ pattern/ print have to be shown in their complete

form to be highlighted and understood by the customer. Thus it becomes

necessary to hang the merchandise in hanger so that the design element is

highlighted.

This kind of display is used for products like all western wear categories, Indian

wear, Men’s casual and kids department.

3) Principal for display

Stacking principal:

Even stack normally occupies 1 ft of space on the shelves, some also takes

around 16 inch. Normally the space between the two stacks should be around 4

inch. The size of the stack should not exceed to pieces per stack. During of

season the stack size can be reduces to a low of 6 pieces.

Colour/style wise blocks have to be created. Size levels which are available as

slandered stationary are to be used by the sales associate before displaying the

product on the wall.

Hanging principal:

One piece per inch of hanging space is used to display a single set on a hanger.

4) Floor Merchandize display.

Before displaying the product on the shelves / hanger check if garment need to

be ironed. If yes then get them ironed.

Check if all the garments are security tagged and then display the same Page106

According to the model / fixture of display.

The color concept in India:

Yellow, Red , Maroon :-- Related to Festivity

Red, Green, Gold, White:-- Associated with X-mas

Pink :-- Infant and Teenage girl’s color.

Page106
SUPPLY CHAIN
MANAGEMENT

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 SUPPLY CHAIN MANAGEMENT

MR. ASHUTOSH BANAWRA (JUNIOR SUPPLY CHAIN

EXECUTIVE)
 Venders are based of Punjab, Ludhiana, Mumbai, Etc.

 Merchandize directly come to the zonal warehouse and then distributed to

the stores a\c to the movement.

 To the warehouse the transportation cost is paid by the vendors

 The merchandize which is not in movement they shift that to the location

where that is in movement, other wise to the warehouse.

 They work on MMS.

 MMS is a software which they use in back end

 Every store has a Supply chain executive

 Globus has total 7 warehouse for its all 25 functional store

 For north zone it is in gaziabad

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 Every store has a supply chain executive

 There are few terms:-

a) STN (Stock transfer note)

 b) NRGP/ RGP (Non Returnable gate pass & Returnable gate

pass)

The area of Responsibility of Supply chain executive:

 Area of Responsibility for the supply chain executive:-

 Maintaining Inward and Outward registers.

 Transfer of merchandize from store to different locations like

Warehouse, other stores, etc.

 Updating Store inventory.

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THE TARGET AND ACHIEVEMENT

 A Report is sent weekly to the HO

 Related with the target which stores get every week

 Customer entry & Cash memo helps us to find out the conversion rate.

 Target is divided on the basis of following detail

1) ACM (Average cash memo{Ticket size})

2) IPCM (Item per cash memo{Basket size})

3) Customer entry

4) Cash memo

5) Total Item

6) Conversion

7) ASP (Average selling price)

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8) Profit analysis for any store is done by the following :-

9) Sales per square feet

10) EBDITA (Earning before

depreciation, Interest ,Taxes and Amortization)

  WMP (Weekly minimum planning)

o Used for the target division

 DPS (Daily performance sheet)

o Filled up by the sales person

 Stores gets weekly target Section wise and department wise, Some time

style wise also.

 It is store manager who divide target among the sales executive.

 Sales executive gets target on the basis of last year performance

Type of promotion

Star- 100 % of Target Achieved

Black- 90% of Target Achieved

Red- Less than 90% of Target Achieved

 Targets for employee are based on their working hour.

 For Morning shift it is 42 hr.

 For evening shift it is 48 hr .

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THE INCENTIVE POLICY:

1) Operation Manager:

For Gold Star Performance:-

Will get Rs 1,500 per week

 % of supervisor and departmental manager getting gold star

Rs 2,500.

For Black Star Performance:-

Will get Rs 500 per week

% of supervisor and departmental manager getting Black star

Rs 750 .

For Red Star Performance:-

Nill

2) Assistant Operation Manger:-

For Gold Star Performance:-

Will get Rs 1,500 per week

% of supervisor and department manager getting Gold star Rs

1,500

For Black ster performance:-

Wiil get Rs 500 per week

% of supervisor and departmental manager getting Black star

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Rs

For Red Star Performance:-

Nill

3) Department Manager:
For Gold Star Performance:-

Will get Rs 700 per week

% of Team members getting gold star Rs 800

For Black Star performance:-

Wiil get Rs 250 per week

% of Team members getting gold star

Rs .

For Red Star Performance:-

Nill

4) Supervisor:-

For Gold Star Performance:-

Will get Rs 650 per week

% of sales associate and senior sales associate getting gold star

Rs 400

For Black star performance:-

Wiil get Rs150 per week

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% of Senior sales associate and sales associate getting Black star Rs .

For Red Star Performance:-

Nill

5) Senior sales associate:

For Gold Star Performance:-

Will get Rs 600 per week

For Black Performance:-

Will get Rs 250 per week

For Red Star Performance:-

Nill

6) Sales associate:-

For Gold Star Performance:-

Will get Rs 500 per week

For Black Star Performance:-

Will get Rs 200 per week

For Red Star Performance:-

Nill

Page106
 PROMOTION TACTIC

Decided by the member of promotional team of head office.

At store level there is no any promotional activity takes place.

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 TRAFFIC MAINTENANCE
Store layout:-

Store layout is very necessary to be good for the free flow of crowd.To develop

a good store layout, store gesigner must balance meny objectives that often

conflict. For example, The storer layout should entice customer to move around

the store to purchage more merchandise than they may have originally planned.

However if the layout is too complex , customer may find it difficult to locate

the merchandise they are looking for and decide not to patronize the store.

There are a no. of store design, like

1) Grid Layout

2) Racetrack layout

3) Free- Form Layout

4) Etc. Page106

Globus has adopted the most liking layout that is somewhat Free-Form Layout.

The benefit of this layout are

a) Relaxed Environment
b) Gives a feeling of someone’s home, which facilitate shopping and browsing.

c) Space for personal selling

d) Etc.

MEASUREMENTS
1) Size of Browser - 2*2 ft

Arms used in Browser - 1. Straight arms

2. Step arms

(Either one or Both)

A) Straight arms:-

Length of arm 16.5 inch

(Displayable 15 only)

No. of merchandize hanged 12

B) Step arms

Length of upper arm 5.5 (displayable)

Length Lower arm 5 (displayable)

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2) Size of Gondola - 5*3 ft

Types:

A) With rail only

B) One rail and either of arms

C) One rail and Glass slab

D) One rail, one arm, one glass slab

 E) Only with glass slab

3) Size of Glass slab - 23.4*15.6 inch

TOTAL AREA COVERED

 Total floor size :- 18,000 Sq ft

 Total Retailing space :- 15,000 sq ft

 Other non selling area :- 3,000 Sq ft (Including dead space)

 Total area covered by Men’s Department:- 3832 Sq ft

 Area covered by Browsers:- 188 Sq ft

 Area covered by Gondola:- 285 Sq ft

 Area covered by display:- 72 Sq ft

 Total area covered by Western Ladies :- 1600 Sq ft

 Area covered by Browsers:- 64 Sq ft

 Area covered by Gondola:- 105 Sq ft

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 Area covered by display:- Sq ft

 Total area covered Ethnic Department :- 2078 Sq ft

 Area covered by Browsers:- 104 Sq ft

 Area covered by Gondola:- 105 Sq ft

 Area covered by display:- 30 Sq ft

  Total area covered Kids Department:- 832 Sq ft

 Area covered by Browsers:- 40 Sq ft

 Area covered by Gondola:- 75 Sq ft

 Area covered by display:- 00 Sq ft

NEED FOR STUDY

The need behind selection of the subject Retail and the project

topic “Store Operation” is to Know about the industry that is

booming and the operation inside the store and organization.

Under this topic they gave me the training of all about HR &

Admin, VM, All Departments, Cash counter, Supply chain

Management, Etc.

For the store they wanted to know that is all the operation inside Page106

the store going in right way or not?.

Page106
 OBJECTIVES

During my project I found that inside the retail industry there are a

lots of area which need to study like Visual Merchandising, Human

resources etc. Since being a store manager you should know each and

everything under the store operation, so knowledge about each &every

area is must.

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 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. Marketing
research is the careful analysis of a business situation by scientifically analyzing it
and using various statistical applications to the subject of study.

Research is the process of finding a solution through the use of scientific tools and
techniques. Marketing research is a methodical and purposeful study conducted
to obtain solution for specific marketing problem.

As far as method is concerned, I preferred personal interview or face to face

meeting to ensure accurate information and encourage frank response to
questions. At the same time telephone or mail survey was not possible.
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While framing the questionnaire, I tried to list a series of question, which could
elicit the needed information for proposed study. Questions, which were of no
particular value for the study objectives, were not included. I also tried to keep in
mind the respondents’ understanding capacity, ability to recall the information
and his experience limits. I didn’t include those

Questions in the questionnaire, which could have raised misconception and

promoted non-cooperation on their part.

However in the questionnaire I used simple words, which were easy to

understand, and beyond any doubt. In the same way ambiguous questions were
not included and questions were arranged in a logical order.

RESESRCH INSTRUMENT

The research instruments generally used to collect primary data are

questionnaires and mechanical instrument. Some of these are;

Questionnaire:-

Questionnaire are formal sets of questions, prepare to collect the require

information .this is one of the most effective and popular technique used in
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survey. Questionnaire is a tool which provides right information.

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. My project is
based on consumer awareness so I am taking sample of those people who shop
regularly.

Sample unit:-

The portion of the population that researcher need to target and that represent
the entire population is known as a sample unit. So I am targeting the those
customers who shop regular and visit store regularly

Collecting of data:-

In dealing with customers it is often found that data, at hand are inadequate, and
hence it became necessary to collect data that are appropriate and adequate.
There are two way of collecting the appropriate data:-

1. By observation:

This method implies the collection of information by investigator’s own

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observation, without interviewing the respondents’ .In survey many times I
observed that is what the reason to damages and shortage of goods are.

2. Personal interview:
 I have also collected my data through Personal interview. I made a well
structured questionnaire and asked them what the reason of damages and
shortages are.

Secondary data:

Secondary data is collected from the company internal and external resources.
While the internal resources include the company literature, sales report, broachers,
pamphlets etc. and the external sources could be included magazines, newspaper
etc.

Research type:-

My project based on supply chain and damages and shortage so I am taking

interview and informative research. The main advantages of this research that I
have no control over the variable. I have done my project in Pantaloons Store,
Noida. Dadari warehouse and wajirpur warehouse

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Sampling method:-

In my survey I have used deliberate sampling. This sampling method involves

purposive or deliberate selection of a particular unit of the universe. It can also be
known as convenience sampling.
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 LEARNINGS
 First of all it was taught me what Retailing is all about.

 Working with various department gave us an excellent opportunity to know,

learn and understand various process and how to deal with different type of

people/ various age group , in such a way so as to achieve our goals.

 In order to get some information of some work done out of somebody it is

very important to highlight his interest in the whole affair.

 The communication skills were improved a great deal upon.

 The exposure to the field, taught how to deal with the difficulties and

limitations of the power.

 How to identify and understand the needs of the customers.

 How to interact in the corporate world.

 Last, but not the least it made me realize what an opportunity lies ahead of

me in the retail Industry specially in the field of operation managemement..

The project “Store operation” for Globus Stores PVT. LTD at its Noida store. ”

has been mainly conceived with a view to have a insight of Retail sector & to Page106

provide the company the differences which was plasticizing in daily work by

going off the track of what their Store operation manual says.

It has been observed that almost all the department is doing as per the

instruction of the store operation manual. In some area I found a little bit of
differences like in Cashiering, Incentive policy, Which I have mentioned in my

suggestion. There was limitation of my work, But that did not affect my training

at all. After completion of 2 month of my training in Globus I learnt about all

the basic work which is necessary like tagging, Ironing, Selling, Doing

alignment, Opening and closing of store, HR related work like, Joining

formalities, Employee’s date maintenance etc. The Globus has thought me a lots

about the retail industry and operation inside the store, Which I think was not

possible inside a class room.

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 ANALYSIS OF THE STUDY

After learning the operation practically on floor with the help of

the floor executive and matching it with Store operation manual I

found almost no any area where store is going off the track.

Sometimes I found a sales dispute between the sales associate but

it was not creating any misunderstanding between the associates.

Although I did not get any chance to sit with the team

management and do some strategic planning but I found that their

strategy was absolutely fine .

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 SUGGESTIONS &
RECOMMENDATIONS

 There should be a gift ( Non-monetary) for the employee who achieves

much than the given target. (Will increase employee satisfaction which is

not up to the par.)

 Can keep a register so that it will easy to know how many of their

customer are not doing shopping due to any reason (Which we can

resolve.).

 Should try to increase the percentage share in kids’ apparel, and try to

include the lingerie. There are various report that says there is a huge

potential in these two segment

 Should try to catch the Rural retail. This is growing just double the rate of

urban retail. The Total size of market is expected to reach USD 45.32

billion by 2010 (CII & YES Bank). 87% rural market does not having

access to any sort of organized marketing & Distribution. Only By

Changing Strategy and opening stores in that cities.

 Cash counters needs more attention. Page106

 EDC machine most of time takes much time.

 Cashier needs more politeness.

 CONCLUSION

In conclusion I would like to say that since in Globus I found that

there is no section for Men’s ethnic, Kids accessories, Party wear

dress for kids. There is so many reports which says there is to

much potential in these section and are \also growing day by day,

So management should give emphasis on these growing area of

retail industry. I have mentioned new entries of players in market.

Its incentive plan, need some modification.

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 Questionnaire
For the Management Team of Globus Store Pvt. Ltd. (Noida)

Name of the Employee :-

………………………………………….

Department :-

…………………………………………..

Designati on :-

…………………………………………..

Work experience in Globus :-

…………………………………………..

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Signature
This is primarily a SWOT Analysis for Globus. A detailed analysis with
these questi ons included will help.

1. Could newcomers in the Retail Industry create damaging

competi ti on for Globus?

A)Yes B) No

2. Is there an equally powerful force as Globus in the market who can

muscle into our territory?

A)Yes B) No

3. Are there other kinds of diff erenti ators of other companies which
could take away Globus’ top positi on in the market?

A)Yes B) No

4. Does Globus have any weaknesses compared to the competi ti on in

a key market segment?

A)Yes B) No

5. Is the market developing in ways that favour competi tors more

than Globus?
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A)Yes B) No

6. Could Globus customers possibly move away and take major

sources of revenue away to a competi tor?

A)Yes B) No
7. Is there a major area in the market where Globus lags rather than
leads?

A)Yes B) No

8. Does any competi tor have a stronger hold on Globus’ biggest

customers?

A)Yes B) No

9. Is there a growing market where Globus is being left behind?

A)Yes B) No

10. Are there environmental/regulatory threats?

A)Yes B) No

11. Could unsuspected challenges arrive from outside the existi ng

industry?

A)Yes B) No

12. Is Globus’s market too broad for all threats to be safely covered?

A)Yes B) No

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13. What are the strengths of Globus ?

……………………………………

……………………………………

……………………………………

……………………………………
14. What are the diff erenti ators (include 4Ps) ?

……………………………….

……………………………….

15. What are the opportuniti es ?

…………………………………

…………………………………

…………………………………

Thank You

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 BIBLIOGRAPHY

 www.globus.in

 www.indiaretail.com

 www.just-style.com

 www.about.com

 www.Arc-Bi.com

 www.visualretailing.com

 www.Retail-Vision.co.uk

 http://www.myiris.com/newsCentre/newsPopup.php?
fileR=20080809195600179&dir=2008/08/09&secID=livenews

 Retailing management ( Author – LEVY & WEITZ,{ TATA McGRAW

HILL})

 Retail Management (Author – Gibson Vedmani)

 Pure & Play Retail Summit

 The research reports of

1) RNCOS

2) AT Kearney

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