A SUMMER TRAINING REPORT ON “MARKETING STRATEGIES OF PANATLOONS PVT. LTD.” SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION (BBA) JAGANNATH UNIVERSITY, JAIPUR TRAINING SUPERVISOR : SUBMITTED BY : MR. DEEPAK YADAV Aakash Jain (BRANCH MANAGER) ENROLL. NO.–01/GDIC/JIMS/2014
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A SUMMER TRAINING REPORT
ON
“MARKETING STRATEGIES OF PANATLOONS PVT. LTD.”
SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT
OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)
JAGANNATH UNIVERSITY, JAIPUR
TRAINING SUPERVISOR : SUBMITTED BY :
MR. DEEPAK YADAV Aakash Jain
(BRANCH MANAGER) ENROLL. NO.–01/GDIC/JIMS/2014
SESSION: 2014-2017
JAGANNATH UNIVERSITY
JAIPUR
ACKNOWLEDGEMENT
I would like to take this opportunity as a platform to thank various individuals,
without the support of whom, this project would not have been successful.
I would like to express my heartfelt gratitude and thanks to Mr. Deepak Yadav
(branch manager) for his guidance and support throughout this study. I am thankful to
my Institute for providing me with proper resources and fostering my research work.
I would like to take this opportunity to thank all the respondents who trusted me and
gave me their valuable insight. I also thank the Faculty Supervisors and Industrial
supervisors under whose able guidance and kind cooperation, I was able to complete
my study titled, “A STUDY ON MARKETING STRATEGIES OF
PANTALOONS(P) LTD.”.
I also thank the people from pantaloons who gave me proper knowledge about the
company.
I have put in my best efforts to make this project as informative and understandable as
possible. Every effort has been made to enhance the quality of work. However, I owe
the sole responsibility of the shortcomings, if any, in the study
AAKASH JAIN
EXUCUTIVE SUMMARY
Purpose of the study was to conduct research on the topic “MARKETING
STRATEGIE OF PANTALOONS”. Duration for the project is 2 months. Main focus
was to understand the various marketing tactics used by pantaloons along with few
secondary objectives like to understand the consumer buying behavior, to find out
reason for dissatisfaction, etc,.
Research Methodology used for the study was descriptive research. IT is a study
designed to depict the participants in an accurate way. A questionnaire was
formulated with few MCQ’s type questions which were asked to fill from the
respondents.
Through the study it is found that materials, brand availability, products, variety,
range, are according to the need of the consumer and gets changed timely with the
change in requirement. Pantaloons also pay attention to advertisements and other
marketing tactics like first mover advantage, organizing campaigns, events, and uses
discount and points tactics to attract customers along with vouchers or gifts.
TABLE OF CONTENTS
Tittle Page No. Chapter 1 Introduction
Chapter 2 Company Profile
Chapter 3 Conceptual Discussion
Chapter 4 Research Methodology a. Research Objectives
b. Research Design
c. Data Sources
Primary Data
Secondary Data
d. Questionnaire Design / Formulation
e. Sample Design Sample Element/ Sample Unit
Extent
Time Frame
Sampling Frame
Sampling Technique
Sample Size
f. Limitations of the Research
Chapter 5 Data Analysis & Interpretations
Chapter 6 Conclusions/ Findings
Chapter 7 Recommendations
Annexure
Bibliography / References
CHAPTER-1
INTRODUCTION
1
INDUSTRY OVERVIEW
India, like Britain, is a nation of shopkeepers. With over 12 million retail outlets,
India probably has the highest density of retail outlets in the world, with one for
approximately every 90 persons; little wonder that the country is the ninth-largest
retail market in the world, with estimated annual retail sales of around USD215
billion in 2005 (Rs 960,000 crore). At the same time, the share of organised trade in
this enormous market is currently very small. It is estimated at just USD8 billion (Rs
35,000 crore) in 2005, up from USD6.25 billion (Rs 28,000 crore) in 2004. This
accounts for less than 4 per cent of the total retail trade in the country
AN UNDERDEVELOPED RETAIL MARKET
Organized trade in India is very underdeveloped when compared with other emerging
markets in Asia, Latin America and Eastern Europe. The Indian and Chinese markets
are comparable in many aspects: Both countries are not homogeneous. They
comprise many markets within a single country, with significantly varying cultures
and customer preferences across regions. There is a significant rural population in
both countries, which has much lower purchasing power compared to the urban
population. Both countries are geographically very large and unevenly developed,
adding a significant distribution and logistics dimension to the retail trade. Consumers
in both countries are highly value conscious.
Between 1996 and 2003, the organised retail market in China more than doubled. We
estimate that the Indian retail market is today at the same inflection point as China
was in the mid-1990s. Consequently, considering a similar per capita GDP and
roughly similar rates of economic growth, the Indian organised retail market has the
potential for exponential growth over the next decade.
CONSUMERISM: THE NEW WAVE
Growing consumerism would be a key driver for organized retail in India. Several
demographic indicators show favorable trends for the growth of organized trade:
Rapid income growth: consumers have a greater ability to spend.
1
Increasing urbanization: larger urban populations that value convenience, coupled
with the higher propensity of the urban consumer to spend.
Growing young population: growth of the post-liberalization maturing population,
with the attitude and willingness to spend.
Spend now vs. save earlier: consumers are willing to borrow for present
consumption.
THE SIZE OF THE OPPURTUNITY
Research done by the Tata Strategic Management Group (TSMG) indicates that over
the next 10 years, the total retail market in India is likely to grow at a compounded
annual growth rate (CAGR) of 5.5 per cent (at constant prices) to USD374 billion (Rs
16,77,000 crore) in 2015. The organized retail market is expected to grow much
faster, at a CAGR of 21.8 per cent to USD55 billion (Rs 246,000 crore) in the same
time frame, garnering around 15 per cent of overall retail sales. Based on our
projections, the top five organized retail categories by 2015 would be food, grocery
and general merchandise; apparel; durables; food service; and home improvement.
(Table 1) Organized retail market in India (Rs crore)
Retailers inspired by the Wal-Mart story of growth in small town America are
tempted to focus on smaller towns and villages in India. However, a careful analysis
of the town strata-wise population, population growth, migration trends and consumer
spend analysis reveals a very different picture for India.
As per our estimates, the share of the 35 towns with a present population of greater
than 1 million in India's total population would grow much faster than their smaller
2
counterparts, from 10.2 per cent today to reach 14.4 per cent by 2025.
Simultaneously, the share of these towns in the overall retail market would grow from
21 per cent today to 40 per cent by 2025.
Within these top 35 towns, an estimated 70 to 80 per cent of retail trade could be in
the organised sector. This is similar to the experience in China, where in cities like
Shanghai and Beijing, the organised sector accounts for 70 to 80 per cent of overall
retail trade in certain categories. Retailers should therefore focus on the top 37 towns
in the next decade, as the opportunity in smaller towns and rural India would be
smaller and more fragmented, compared to the larger towns. Organised retail market
in India (Table 2)
3
CHAPTER-2
COMPANY PROFILE
4
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple
retail formats in both the value and lifestyle segment of the Indian consumer marker.
Headquartered in Mumbai (Bombay), the company operates over 5 million square
feet of retail space, has over 350 stores across 40 cities in India and employs over
18,000 people.
The company’s leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain,
blends the look, touch and feel of Indian bazaars with aspects of modern retail like
choice, convenience and quality and Central, a chain of seamless destination malls.
Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky,
Fashion Station, aLL, Top 10, mBazaar and Star and Sitara. The company also
operates an online portal, futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home
Town, a large-format home solutions store, Collection i.e. selling home furniture
products and E-Zone focused on catering to the consumer electronics segment.
Pantaloon Retail is the flagship company of Future Group, a business group catering
to the entire Indian consumption space.
FUTURE GROUP:
Future Group is India’s leading business group that caters to the entire Indian
consumption space. Led by Mr. Kishore Biyani, the Future Group operates through
six verticals: operates through six verticals: Retail, Capital, Brands, Space, Media
and Logistics.
5
Apart from Pantaloon Retail, the group’s presence in the retail space is
complemented by group companies, Indus League Clothing, which owns leading
apparel brands like Indigo Nation, Scullers and Urban Yoga, and Galaxy
Entertainment Limited that operates Bowling Co, Sports Bar, F123 and Brew Bar.
The group’s joint venture partners include French retailer ETAM group, US-based
stationary products retailer, Staples and UK-based Lee Cooper. Group Company,
Planet Retail, owns and operates the franchisee of international brands like Marks &
Spencer, Next, Debenhams and Guess in India. The group’s Indian joint venture
partners include, Manipal Healthcare, Talwalkar’s, Blue Foods and Liberty Shoes.
Future Capital Holdings, the group’s financial 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 has
launched a consumer credit and financial supermarket format, Future Money and
soon plans to offer insurance products through a joint venture with Italian insurance
major, Generali.
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 CapitaLand, one of Asia’s largest property companies
.
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.
Company’s vision:
Future Group shall deliver Everything, Everywhere, Everytime for Every Indian
Consumer in the most profitable manner.
Company’s Mission:
We shall infuse Indian brands with confidence and renewed ambition. We shall be
efficient, cost- conscious and committed to quality in whatever we do. We shall
ensure that our positive attitude, sincerity, humility and united determination shall be
6
the driving force to make us successful. PARTNER COMPANIES OF
PANTALOON
Home Solutions Retail (India) Ltd:
Home Solutions Retail (India) Ltd. (HSRIL) leads the groups foray in the home
improvement and consumer electronics retailing segment. It caters to home
management requirements and products, including furnishings and textiles, furniture,
consumer electronics, home electronics and home services. It operates retail formats
like Home Town, Furniture Bazaar, Collection I, E-Zone, and Electronics Bazaar.
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, credit and other consumer related financial services. Its
associate companies are Kshitij Investment Advisory Co. Ltd., Indivision Investment
Advisers Ltd., and Ambit Investment Advisory Co. Ltd.
Indus league clothing Ltd. :
The group owns a majority stake in Indus League Clothing Ltd., one of the leading
apparel manufacturers and marketers in India. Some of its leading brands include
Indigo Nation, Scullers, Urbana, Urban Yoga and Jealous
Galaxy Entertainment Corporate Ltd. :
The group owns a stake in Galaxy Entertainment Corporate Ltd. that operates chains
like Bowling Company, Sports Bar and Brew Bar.
JOINT VENTURES COMPANIES
Planet Retail Holdings Ltd. :
The group is a joint venture partner in Planet Retail Holdings Ltd., which operates
sports, lifestyle and leisure retail chain. It also owns the franchisee and distribution
rights of brands like Marks & Spencer, Guess, Debenhams and Puma in India.
Footmart Retail:
Footmart Retail is a joint venture with Liberty Shoes and is engaged in the retailing
of footwear products in India.
Capital Land Retail India:
7
The group is a joint venture partner in CapitaLand Retail India, along with
Singapore-based CapitaLand Limited. The company provides retail management
services to retail properties owned or managed by various group companies and
investment funds.
LINE OF BUSINESS
e – telling
Futurebazaar.com offers the widest range of products at ‘lowest prices – everyday!’
Having pioneered the retailing business in India, PRIL has now decided to
revolutionize the consumer e-commerce business in India. It intends to provide
customers with a streamlined, efficient and world class personalized shopping
experience, which will be supported with the best technology platform. Buying
products is a 3 step simple process. All one has to do is Search, Register and Buy.
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 purchase.
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.
Future Bazaar won the top spot after beating other established players like Rediff,
Indiatimes, Sify, ebay, Indiaplaza, Chennai Bazaar and India Mall. The award was
presented to Future Bazaar for its "decent, no-nonsense approach, while providing a
good shopping experience".
Food
●Brew Bar: The Brew Bar is a classy and refined; yet reasonable an egalitarian a bar
with loads of bonhomie.
●Café Bollywood: Indian street food but with assurance of highest levels of hygiene
and quality.
●Chamosa: Chamosa is a branded chain, which sell the local Indian snack
combination of tea and samosas.
8
●Food Bazaar: Life is all about good taste and food bazaar aims to ensure the same.
With the low prices, a wide selection of products and guaranteed freshness, you are
bound to find it irresistible.
●Sports Bar: A bistro focused on the world of sport, the Sports Bar is complimented
with an unrivalled ambience.
Fashion:
●ALL: Shop big and shop for big, coz fashion just got a little larger! Fashion for plus
size people.
●Big Bazaar: If value for money is what drives your purchase; there can be no better
place for you other than Big Bazaar.
●Blue sky: Accessories like never before....get the best in sunglasses and watches at
your kind of prices.
●Central: A showcase, seamless mall for all your needs. Located in the heart of your
city, Central invites you to Shop, Eat, and Celebrate.
●Fashion station: Fashion Station takes fashion a notch higher in the value segment...
for the ones who have an eye for it.
●Giny & Jony: Gini and Jony is a lifestyle brand with a radical approach to kids’
fashion. The brand caters to an age group of 2 to 16 years, that is uber chic, style
conscious and stresses on a “head to toe” fashion concept.
●Navaras: Navaras is a fine 22 carat pure gold and diamond jewellery brand, retailed
from Big Bazaar stores.
●Lee Cooper: Regarded as a brand that is fun to wear and be associated with, Lee
Cooper offers the entire range of lifestyle products in fashions category for young
men and ladies.
●Pantaloons: Today a leader in fashion... Promises Fresh Fashion for the young and
trendy.
9
●Top 10: Top 10 is based on the concept of the ever popular countdown shows,
where the trendiest styles get ranked from 1 to 10; the highest selling item gets the
highest ranking!
BOARD OF DIRECTORSMANAGING DIRECTORMr. Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited
and the Group Chief Executive Officer of Future Group.
●WHOLE TIME DIRECTOR:●Mr. Gopikishan Biyani.
●Mr. Rakesh Biyani.
NON- WHOLE TIMEDIRECTOR:
●Mr. Ved Prakash Arya.
●INDEPENDENT DIRECTORS:
Mr. Shailesh Haribhakti.Mr. S Doreswamy.Dr. D O Koshy.Ms. Anju Poddar.Ms. Bala Deshpande.Mr. Anil HarishSWOT ANALYSIS
Strength:Pioneer in the industry, largest market share and capitalization.
Reputation for value for money(Competitive pricing), convenience and a wide range
of products all in one store
Being financially strong helps pantaloons retail India deal with any problems, ride any
dip in profits and out perform their rivals
Development and Innovation are high at Pantaloons India with regards to it products
and consumer preferences and lifestyle changes which keep its ahead of its
competitors.
Weakness:Pantaloons do not function internationally, which has an effect on success, as they do
not reach consumers in overseas markets.
Since Pantaloons Retail India Ltd sell products across many sectors, it may not have
the flexibility of some of its more focused competitors.
Lack of providing standard carry bags
10
Opportunities:
Opportunities exist for PRIL to continue with its current strategy of large, super
centers.
Population of country is growing where the scope of market is kept on increasing for
retail store.
Organized retail less penetrated in India so it acts as great opportunities to the
organization for its growth
Threats : ●Being number one means that you are the target of competition.(Extra competition
and new competitors entering the market could unsteady pantaloons retail India)
●A slow economy or financial slowdown could have a major impact on pantaloons
retail India business and profits.
●Consumer lifestyle changes could lead to less of a demand for pantaloons retail
India products/services
●Price wars between competitors, price cuts and so on could damage profits for
pantaloons retail India.
●The actions of a competitor could be a major threat against pantaloons retail India,
for instance, if they bring in new technology or increase their workforce to meet
demand.
.
11
CHAPTER -3
CONCEPTUAL DISCUSSION
12
MARKETING Marketing is a social and managerial process by which individuals and groups obtain
what they need want through creating, offering and exchanging products of value with
others. This definition of marketing rests on the following on the following core
concepts: needs, wants and demand products, value, cost and satisfaction, exchange,
and relationships.
The views of the modern authorities on marketing. Marketing starts where production
leaves off. Marketing is the set of human activities. Marketing the business does is
marketing. Everything the business does in marketing. Marketing is the response to
the consumer demands marketing is the chain of process backing by creative thing
Marketing is the response to the consumer demands.
Consumer market is concerned with providing products and services for individual
consumers. Industrial marketing is concerned with providing products and services to
industrial and commercial establishments. But many so called consumer goods are
sold for use by companies or institutions.
MARKETING STRATEGY
It has the fundamental goal of increasing sales and achieving a sustainable
competitive advantage. Marketing strategy includes all basic, short-term, and long-
term activities in the field of marketing that deal with the analysis of the strategic
initial situation of a company and the formulation, evaluation and selection of market-
oriented strategies and therefore contribute to the goals of the company and its
marketing objectives. Marketing strategies may differ depending on the unique
situation of the individual business. However, there are a number of ways of
categorizing some generic strategies. The marketing mix also known as the 4 p’s and
they are:
Product: All products and their packaging must support the brand’s
positioning. Functionality and design need to be carefully considered and
developed clearly communicate product benefits.
Price: Price plays a critical role in both market positioning and customer
perception. Brands selling a premium product or service can command above
Extensive survey on customer preferences will provide lot of valuable information
about the brand awareness of the product and it will be easy to find out the likes and
dislikes about the product. For company, it will provide through knowledge about the
consumer preferences in comparison with other market product and suggest valuable
direction of the current market trend. It will provide lot of information about the
market trend and customer preferences about the product.
It will include valuable suggestions for the company, how the company can
strengthen their own brand?
The study of customer preferences will provide me lot of information on:
How customer profile differs across the user segments?
Dopes the different classes of the customers differ their preferences?
My study includes an extensive survey over 100 customers who normally use the
services. The companies included:
SurveySurveys are done with a view towards making statistical inferences about the
population being studied, and it is totally dependent upon on the questionnaire
conducted. Polls about public opinion, public health surveys, market research surveys,
government surveys and censuses are all examples of quantitative research that use
contemporary survey methodology to answer questions about a population. Surveys
provide important information for all kinds of public information and research fields,
e.g., marketing research, psychology, health professionals and sociology.
Sampling procedure:The sample was collected from Rajiv Chowk Area-Delhi, irrespective of them being
availing the services from Pantaloons Ltd. or not. It was also collected through
personal visits to persons, by formal and informal talks and through filling up the
questionnaire prepared. The data has been analyzed by using mathematical/Statistical
tool.
Sample size:The sample size of my project is limited to 100 people only.
26
Sample design:Data has been presented with the help of pie charts
Sampling Area-
Rajiv Chowk – New Delhi
This is a commercial area with number of renowned fashion firms mainly Jack N
Jones, UCB, Louis Philippe, Zara etc. This is a developing area as it is situated near
New Delhi Railway Station and is considered to be central zone in Delhi.
Research MethodologyThis report is based on primary as well secondary data, however primary data
collection was given more importance since it is overhearing factor in attitude studies.
One of the most important users of research methodology is that it helps in identifying
the problem, collecting, analyzing the required information data and providing an
alternative solution to the problem .It also helps in collecting the vital information that
is required by the top management to assist them for the better decision making both
day to day decision and critical ones.
Duration of Study:
27
The study was carried out for a period of two months, from 1st June – 20th July
2016.
Limitation of Study
Time limit was less to study and to analyze the topic perfectly. Respondent were not eager to respond to questions. Research was not well averse with all the research instrument.
CHAPTER-4DATA ANALYSIS & INTERPRETATIONS
28
Q1 Brands and product availability in PANTALOON RETAIL (INDIA) LIMITED
is ?
Excellent 36
Good 48
Average 16
Bad 0
29
From the above pie chart it is clear that brand and product available in Pantaloons is
up to the mark. Out of 100 respondent 36 respondent liked excellent option where as
48 respondent view good options. It means that brand and product in Pantaloons is
qualitative and doing fine job.
Q2 What according to you is the product’s best selling point?
(a) Price (c) Easy availability
(b) Quality (d) Others
30
PANTALOON RETAIL (INDIA) LIMITED being a relatively new company in the
market and having high competition, the respondents agreed to a certain level that the
easy availability and quality of the product is the main and leading beat selling point.
A cumulative of 62% (30% and 32%) respectively agreed to the same, where as a
healthy percentage of 38% came to the decision that the price and various other
factors were the main selling point of the product.
31
Q3 What is the target audience for PANTALOON RETAIL (INDIA) LIMITED?
(a) High income group (c) lower Income Group
(b) Middle Income Group (d) All
In the questionnaire the main question was the target audience of PANTALOON
RETAIL (INDIA) LIMITED Being a fashion industry firm it is very important for
the company to set their preferences in regard to target audience. The respondents
agreed to the point that the company should focus more on the Middle income group
people. Nearly 40% of the respondents agreed to that point. 28% respondents also
agreed to the fact that lower income group can also be targeted.14% favoured the high
income group people to be the target audience keeping in mind the business of the
luxury products.
32
Q4 Where does PANTALOON RETAIL (INDIA) LIMITED sells their products?
(a) In a business premise (c) Online
(b) Through Agents (d) Through business sources
According to the respondents the main place of selling for PANTALOON RETAIL
(INDIA) LIMITED is within their business premises. 30% agreed to the point that
the main business is generated within the premises this is because the purchasers visit
the store so as to view the products. The company also sell the products through the
agents on the commission basis. This helps them to obtain good volume of sales,
which in turn have link with the company, 45% selling is done through these dealers.
With the growing use of internet for various purchases the company had also started
online procedures for sales through internet.
33
Q5. What Does the International Marketing plan of PANTALOON RETAIL (INDIA)
LIMITED covers?
(a) Internet (c) Sales Promotion
(b) Advertising (d) Direct Marketing
(e) Public Relations
The main aims of the marketing plan that PANTALOON RETAIL (INDIA)
LIMITED has is to advertise their product in the market and to do direct marketing
at the same time. 28% and 29% of the respondents agreed to the same point. Then
main focus is on sales promotion of the products, later comes the use of internet to
advertise and market the product so as to grow public relations with more and more
customers which in turn will be a great help increasing the turnover of the company.
34
Q6 How can marketing help increase in sale for PANTALOON RETAIL (INDIA)
LIMITED abroad?
(a) Increase in profit (c) Building a brand name
(b) Increasing customer knowledge (d) no use
Marketing has a core aim of increasing the sale of the company. According to a large
number of respondents (38%) marketing will help the company to increase sale which
will result in increasing the profit of the company which can be further used for
expansion of the business. More over PANTALOON RETAIL (INDIA) LIMITED
being a new brand in the market has to also understand the importance of building a
potential and sustainable brand name in the market. Marketing will contribute in the
cause according to 31% of the respondents. Marketing and proper advertisement will
also make the customers aware of the upcoming products and will provide them with
the knowledge.
35
Q7 What is the best medium for the advertisement according to your point of
view in the international markets?
(a) Local Newspapers (c) Radio
(b) Hoardings (d) Campaigns
(e) Internet
PANTALOON RETAIL (INDIA) LIMITED According to the respondents should
advertise the product through local news papers. 34% agreed to it. The reason being
easy penetration of newspapers amongst the people in the society, a very large
percentage of people read newspapers on daily basis and this can be a core means of
advertising the product. Radio in the present day has become very popular amongst
the people, with easy access in every house and cars it has grown as a very strong
medium of advertisement, 23% of the respondents also share the same view. 18%
each agreed to the point that hoardings and campaigns can also be used as effective
means of advertisement.
36
Q8 What according to you can be other modes of marketing that can be used by
PANTALOON RETAIL (INDIA) LIMITED .
(a) Direct Mail (c) Social Media Marketing
(b) Brand Marketing (d) Mobile Web Marketing
Ways of marketing is another important segment of marketing. The various modes
can be direct mail, brand marketing, social media marketing and mobile web
marketing. 39% of the respondents agreed to the point that social media marketing
can be a perfect way of marketing. Whereas 33% approved that brand marketing can
be used as the mode, which states that the company should use its brand name for
marketing the product. A cumulative of 28% agreed that direct mail and mobile web
marketing that is marketing through SMS and cold calling can also turn as an
effective way of marketing.
37
Q9 Are you satisfied with the fabric PANTALOON RETAIL (INDIA) LIMITED use
in their products?
(a) Yes (b) No
About 65% of the consumers are satisfied with fabric used by PANTALOON
RETAIL (INDIA) LIMITED in their products where as 35% are dissatisfied
38
Q10 What according to you is the impression of the advertisement by PANTALOON
RETAIL (INDIA) LIMITED ?
(a) Funny (c) Informative
(b) Interesting (d) Boring
When the respondents were questioned regarding the effectiveness of the current
advertisement, 42% of them said that the advertisement is informative and provides
knowledge about the product. 33% agreed that the advertisement was interested
enough to pay attention on the advertisement. On the other hand 18% and 7%
respondents respectively replied the advertisement was funny and boaring.
39
CHAPTER-5
FINDINGS AND CONCLUSION
FINDINGS
40
●From the above pie chart it is clear that brand and product available in Pantaloons is
up to the mark. Out of 100 respondent 36 respondent liked excellent option where as
48 respondent view good options. It means that brand and product in Pantaloons is
qualitative and doing fine job.
● PANTALOON RETAIL (INDIA) LIMITED being a relatively new company in
the market and having high competition, the respondents agreed to a certain level that
the easy availability and quality of the product is the main and leading beat selling
point. A cumulative of 62% (30% and 32%) respectively agreed to the same, where as
a healthy percentage of 38% came to the decision that the price and various other
factors were the main selling point of the product.
●In the questionnaire the main question was the target audience of PANTALOON
RETAIL (INDIA) LIMITED Being a fashion industry firm it is very important for
the company to set their preferences in regard to target audience. The respondents
agreed to the point that the company should focus more on the Middle income group
people. Nearly 40% of the respondents agreed to that point. 28% respondents also
agreed to the fact that lower income group can also be targeted.14% favoured the high
income group people to be the target audience keeping in mind the business of the
luxury products.
●According to the respondents the main place of selling for PANTALOON RETAIL
(INDIA) LIMITED is within their business premises. 30% agreed to the point that
the main business is generated within the premises this is because the purchasers visit
the store so as to view the products. The company also sell the products through the
agents on the commission basis. This helps them to obtain good volume of sales,
which in turn have link with the company, 45% selling is done through these dealers.
With the growing use of internet for various purchases the company had also started
online procedures for sales through internet.
●The main aims of the marketing plan that PANTALOON RETAIL (INDIA)
LIMITED has is to advertise their product in the market and to do direct marketing
41
at the same time. 28% and 29% of the respondents agreed to the same point. Then
main focus is on sales promotion of the products, later comes the use of internet to
advertise and market the product so as to grow public relations with more and more
customers which in turn will be a great help increasing the turnover of the company.
●Marketing has a core aim of increasing the sale of the company. According to a
large number of respondents (38%) marketing will help the company to increase sale
which will result in increasing the profit of the company which can be further used for
expansion of the business. More over PANTALOON RETAIL (INDIA) LIMITED
being a new brand in the market has to also understand the importance of building a
potential and sustainable brand name in the market. Marketing will contribute in the
cause according to 31% of the respondents. Marketing and proper advertisement will
also make the customers aware of the upcoming products and will provide them with
the knowledge.
●PANTALOON RETAIL (INDIA) LIMITED According to the respondents should
advertise the product through local news papers. 34% agreed to it. The reason being
easy penetration of newspapers amongst the people in the society, a very large
percentage of people read newspapers on daily basis and this can be a core means of
advertising the product. Radio in the present day has become very popular amongst
the people, with easy access in every house and cars it has grown as a very strong
medium of advertisement, 23% of the respondents also share the same view. 18%
each agreed to the point that hoardings and campaigns can also be used as effective
means of advertisement.
●Ways of marketing is another important segment of marketing. The various modes
can be direct mail, brand marketing, social media marketing and mobile web
marketing. 39% of the respondents agreed to the point that social media marketing
can be a perfect way of marketing. Whereas 33% approved that brand marketing can
be used as the mode, which states that the company should use its brand name for
marketing the product. A cumulative of 28% agreed that direct mail and mobile web
marketing that is marketing through SMS and cold calling can also turn as an
effective way of marketing.
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● About 65% of the consumers are satisfied with fabric used by PANTALOON
RETAIL (INDIA) LIMITED in their products where as 35% are dissatisfied
●When the respondents were questioned regarding the effectiveness of the current
advertisement, 42% of them said that the advertisement is informative and provides
knowledge about the product. 33% agreed that the advertisement was interested
enough to pay attention on the advertisement. On the other hand 18% and 7%
respondents respectively replied the advertisement was funny and boring.
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CONCLUSION
After the above detailed analysis, I would like to state the following concluding
points.
About 52% of the people had preferred PANTALOON RETAIL (INDIA) LIMITED
as their “most preferred next clothes brand”. Those who gave a negative response for
PANTALOON RETAIL (INDIA) LIMITED were only 24%. The rest of the 24%
said that they “could think of” buying a product of PANTALOON RETAIL (INDIA)
LIMITED in future. In my view, these clients can be potential clients as well..
Most people market the purchase decision in consultation with their families.
This point is to be kept in mind while framing future strategies
Factors like new designs affect the buyers the most.
Thus, product design is the greatest “customer pulled” in the clothes market.
Most of the people seem to be awed by the PANTALOON RETAIL (INDIA)
LIMITED brand name. They see all the attributes of an up market in a
PANTALOON RETAIL (INDIA) LIMITED.
Pantaloons offers a wide verity of product of different prices and different
qualities satisfying most of its customers
Prices and offers in Pantaloons have been one of the main attractions and reason
for its popularity
Heavy rush on weakened and Sunday makes customer dissatisfy while doing
billing.
The customer gets all kind of product in Pantaloons under one roof.
The above factors give us an idea of the buying behavior of the customers.
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CHAPTER-7
RECOMMENDATIONS/ SUGGESTIONS
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SUGGESTIONS
1. Quick services for logistics for customer.
2. There should be more billing counters on Friday and Sunday as customer
has to stand in a queue.
3. The gift wrapping paper is low quality paper should be standardize
according to the business.
4. Proper signage should be there so that customer can locate the product
easily.
5. Value added services have to be improved so that most of customer will
avail those services
6. Offer and Discount should be there so that customer attract to buying .
7. Trial rooms should be more spacious.
8. Trolleys should be available at 3-4 places.
9. Brand helpers should be there for quick query solution.
10. Proper baggage tokens should be provided.
11. Company sholud adapt itself with the changing trends in fashion.
12. Company sholud try to make available all the sizes.
13.
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47
ANNEXURES
QUESTIONNAIRE
48
1. Brands and product availability in PANTALOON RETAIL (INDIA)
LIMITED is ?
(a) Excellent (b) Good
(c) Average (d) Bad
2. What according to you is the product’s best selling point?
(b) Cheap (c) Easy availability
(b) Quality (d) Others
3. What is the target audience for PANTALOON RETAIL (INDIA) LIMITED?
(c) High income group (c) lower Income Group
(d) Middle Income Group (d) All
4. Where does PANTALOON RETAIL (INDIA) LIMITED sells their products?
(a) In a business premise (c) Online
(b) Through Agents (d) through business sources
5. What Does the Marketing plan of PANTALOON RETAIL (INDIA)
LIMITED covers?
(a) Internet (c) Sales Promotion
(b) Advertising (d) Direct Marketing
(e) Public Relations
1. How can marketing help increase in sale for PANTALOON RETAIL (INDIA)
LIMITED?
(c) Increase in profit (c) Building a brand name
(d) Increasing customer knowledge (d) no use
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7. What is the best medium for the advertisement according to your point of
view?
(a) Local Newspapers (c) Radio
(b) Hoardings (d) Campaigns (e) Internet
8. What according to you can be other modes of marketing that can be used by
PANTALOON RETAIL (INDIA) LIMITED.
(a) Direct Mail (c) Social Media Marketing
(b) Brand Marketing (d) Mobile Web Marketing
9. Are you satisfied with the fabric PANTALOON RETAIL (INDIA) LIMITED
use in their products?
(a)Yes (b)No
10. What according to you is the impression of the advertisement by