bipul das_pgdm_2_181

Winter Internship Report, Pune Institute of Business Management

PANTALOONS CC2 1

WINTER INTERNSHIP

REPORT

Perception of customer towards the service provided

by floor executives at Pantaloons City Center 2

by

Bipul Das

P15FC181

under the guidance

of

Dattatrya Nath

Store Manager of Pantaloons CC2

ACKNOWLEDGMENT

This project has been an honest and dedicated attempt to make the analysis on marketing

material as authentic as it could, and I earnestly hope that it provides useful and workable

information and knowledge to any person reading it.

During this period, I had the pleasure of working closely with accomplished organization

people who shared with me their experience and helped me in completion of my research.

I express my sincere thanks to my project guides, my external mentor Dattatreya Nath and

academic guide from Institute Assistant Prof. Payal Trivedi for guiding me.

Lastly but not the least I am grateful to my parents who have been my mentors and motivators.

Signature: Name:

ii.


PANTALOONS CC2 III

COMPANY CERTIFICATE


PANTALOONS CC2 IV

CONTENTS

ACKNOWLEDGMENT............................................................................................................ ii

COMPANY CERTIFICATE ................................................................................................... iii

PROJECT SYNOPSIS ............................................................................................................... v

SECTOR ANALYSIS ............................................................................................................... 6

MARKET SIZE .................................................................................................................................. 6

INVESTMENT SCENARIO .............................................................................................................. 6

GOVERNMENT INITIATIVES ........................................................................................................ 7

THE ROAD AHEAD ......................................................................................................................... 7

COMPANY ANALYSIS ........................................................................................................... 8

COMPANY’S VISION ...................................................................................................................... 9

COMPANY’S MISSION .................................................................................................................... 9

VALUES: ............................................................................................................................................ 9

ORGANIZATIONAL HIERARCHY: .................................................................................... 14

PANTALOONS PAY BACK GREEN CARD PROGRAM .................................................. 15

MAJOR COMPETITORS OF PANTALOONS ..................................................................... 16

LIFESTYLE ...................................................................................................................................... 16

SHOPPERS'STOP ............................................................................................................................ 16

WESTSIDE ....................................................................................................................................... 17

PROJECT METHODOLOGY................................................................................................. 18

RESEARCH METHODOLOGY ...................................................................................................... 18

ACTION PLAN ....................................................................................................................... 20

DATA ANALYSIS ........................................................................................................................... 20

OBSERVATION & FINDINGS ............................................................................................. 29

SUGGESTIONS ............................................................................................................................... 30

LEARNING OUTCOME ........................................................................................................ 31

CONCLUSION ........................................................................................................................ 32

REFERENCES ........................................................................................................................ 33

APPENDIX: 1.1 ....................................................................................................................... 34

STUDY ON PANTALOONS MISSION HAPPINESS ................................................................... 34


PANTALOONS CC2 V

PROJECT SYNOPSIS

Project Title: Perception of customer towards the service provided by floor executives of Pantaloons City Center 2. Company Name: Pantaloons Fashions & Retail Ltd.

Student Name: Bipul Das.

Student Roll No: P15FC181

Project Guide Name: Dattatreya Nath.

Project Guide Designation: Store Manager in Pantaloons CC2.

Duration of project: 30 Days From 14/12/2015 To: 23/1/2016


PANTALOONS CC2 6

SECTOR ANALYSIS

The Indian retail industry has emerged as one of the most dynamic and fast-paced industries

due to the entry of several new players. It accounts for over 10 per cent of the country’s Gross

Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-

largest global destination in the retail space.

Market Size

The Boston Consulting Group and Retailers Association of India published a report titled,

‘Retail 2020: Retrospect, Reinvent, Rewrite’, highlighting that India’s retail market is expected

to nearly double to US$ 1 trillion by 2020 from US$ 600 billion in 2015, driven by income

growth, urbanization and attitudinal shifts.

The report adds that while the overall retail market is expected to grow at 12 per cent per

annum, modern trade would expand twice as fast at 20 per cent per annum and traditional trade

at 10 per cent.

Retail spending in the top seven Indian cities amounted to Rs 3.58 trillion (US$ 57.6 billion),

with organized retail penetration at 19 per cent as of 2014. Online retail is expected to be at par

with the physical stores in the next five years.

India is expected to become the world’s fastest growing e-commerce market, driven by robust

investment in the sector and rapid increase in the number of internet users. India’s e-commerce

market is estimated to expand to over US$ 100 billion by 2020 from US$ 3.5 billion in 2014.

Investment Scenario

The Indian retail industry in the single-brand segment has received Foreign Direct Investment

(FDI) equity inflows totaling US$ 275.4 million during April 2000–May 2015, according to

the Department of Industrial Policies and Promotion (DIPP).

With the rising need for consumer goods in different sectors including consumer electronics

and home appliances, many companies have invested in the Indian retail space in the past few

months.

Paytm plans to set up 30,000–50,000 retail outlets where its customers can load cash

on their digital wallets. The company is also looking to enroll retailers – mostly kirana

stores – as merchants for accepting digital payments.

Mobile wallet company MobiKwik has partnered with Jabong.com to provide mobile

payment services to Jabong’s customers.

DataWind partnered with HomeShop18 to expand its retail footprint in the country.

Under the partnership, HomeShop18 and DataWind would jointly launch special sales

programmes across broadcast, mobile and internet media to provide greater access to

the latter’s tablet range.

FashionAndYou has opened three distribution hubs in Surat, Mumbai and Bengaluru

to accelerate deliveries.

Abu Dhabi-based Lulu Group plans to invest Rs 2,500 crore (US$ 402.0 million) in a

fruit and vegetable processing unit, an integrated meat processing unit, and a modern

shopping mall in Hyderabad, Telangana.

Aditya Birla Retail, a part of the US$ 40 billion Aditya Birla Group and the fourth-

largest supermarket retailer in the country, acquired Total hypermarkets owned by

Jubilant Retail.


PANTALOONS CC2 7

With an aim to strengthen its advertising segment, Flipkart acquired mobile ad network

Adequate, which has a history of mobile innovations and valuable experience in the ad

space.

US-based Pizza chain Sbarro plans an almost threefold increase in its store count from

the current 17 to 50 over the next two years through multiple business models.

Amazon, the world's largest online retailer, is readying a US$ 5.0 billion war chest to

make India its biggest market outside the US.

Wal-Mart India Private Ltd, a wholly owned subsidiary of Wal-Mart Stores Inc., plans

to open 500 stores in India in the next 10–15 years.

British retail major Tesco invested Rs 850 crore (US$ 133.8 million) in multi-brand

retail trading by forming an equal joint venture with Tata group company Trent; to form

the joint venture, Tesco purchased 50 per cent stake in Trent Hypermarket Ltd (THL).

THL operates the Star Bazaar retail business in India.

Government Initiatives

The Government of India has taken various initiatives to improve the retail industry in India.

IKEA, the world’s largest furniture retailer, bought its first piece of land in India in

Hyderabad, the joint capital of Telangana and Andhra Pradesh, for building a retail

store. IKEA’s retail outlets have a standard design and each location entails an

investment of around Rs 500–600 crores (US$ 80.4–96.5 million).

The Government of India has accepted the changes proposed by Rajya Sabha select

committee to the bill introducing Goods and Services Tax (GST). Implementation of

GST is expected to enable easier movement of goods across the country, thereby

improving retail operations for Pan-India retailers.

The Government has approved a proposal to scrap the distinctions among different

types of overseas investments by shifting to a single composite limit, which means

portfolio investment up to 49 per cent will not require government approval nor will it

have to comply with sectoral conditions as long as it does not result in a transfer of

ownership and/or control of Indian entities to foreigners. As a result, foreign

investments are expected to be increase, especially in the attractive retail sector.

The Road Ahead

E-commerce is expanding steadily in the country. Customers have the ever increasing choice

of products at the lowest rates. E-commerce is probably creating the biggest revolution in the

retail industry, and this trend would continue in the years to come. Retailers should leverage

the digital retail channels (e-commerce), which would enable them to spend less money on real

estate while reaching out to more customers in tier-2 and tier-3 cities.

Both organized and unorganized retail companies have to work together to ensure better

prospects for the overall retail industry, while generating new benefits for their customers.

Nevertheless, the long-term outlook for the industry is positive, supported by rising incomes,

favorable demographics, entry of foreign players, and increasing urbanization.

Exchange Rate Used: INR 1 = US$ 0.016 as on July 20.


PANTALOONS CC2 8

COMPANY ANALYSIS

Company profile

1.1 Introduction

The India Retail Industry is the largest among all the industries, accounting for over 10 per cent

of the country’s GDP and around 8 per cent of the employment. The Retail Industry in India has

come forth as one of the most dynamic and fast paced industries with several players entering

the market. But all of them have not yet tasted success because of the heavy initial investments

that are required to break even with other companies and compete with them. The India Retail

Industry is gradually inching its way towards becoming the next boom industry.

ADITYA BIRLA GROUP

A US $40 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is

anchored by an extraordinary force of over 136,000 employees belonging to 42 different

nationalities. The Group has been ranked Number 4 in the global 'Top Companies for Leaders'

survey and ranked Number 1 in Asia Pacific for 2011. 'Top Companies for Leaders' is the most

comprehensive study of organizational leadership in the world conducted by Aon Hewitt,

Fortune Magazine, and RBL (a strategic HR and Leadership Advisory firm). The Group has

topped the Nielsen's Corporate Image Monitor 2012-13 and emerged as the Number 1

corporate, the 'Best in Class' 50 per cent of the Aditya Birla Group's revenues flow from its

overseas operations. The Group operates in 36 countries - Australia, Austria, Bangladesh,

Brazil, Canada, China, Egypt, France, Germany, Hungary, India, Indonesia, Italy, Ivory Coast,

Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia, Singapore,

South Africa, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand, Turkey, UAE, UK,

USA, and Vietnam.

The Aditya Birla Group is an Indian multinational conglomerate named after Aditya Vikram

Birla, headquartered in the Aditya Birla Centre in Worli, Mumbai, India.

The Aditya Birla Group is the world's largest producer of Viscose Staple Fiber industry. It

operates from India, Laos, Thailand, Malaysia and China. It owns the Birla Cellulose brand.

Apart from viscose staple fiber, the group also owns acrylic fiber businesses in Egypt and

Thailand, viscose filament yarn businesses and spinning mills in India and South East Asia.

The group has pulp and plantation interests in Canada and Laos. It's two companies i.e. Aditya

Birla Nuvo Ltd. and Grasim Bhiwani Textiles Ltd. which is a subsidiary of Grasim Industries

are in textile business.


PANTALOONS CC2 9

Company’s Vision

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

Company’s Mission

To deliver superior value to our customers, shareholders, employees and society at large.

Values:

Integrity: We believe in growth of the organization with the growth of our people. People are our investors, partners (Vendors), employees, customers and stakeholders of the companies.

Commitment:

Aditya Birla is a name known for higher value and good quality. We do what we commit

to our people.

Our excellence in every field of business and promise to provide the best shows the passion

Passion: of the organization.

Seamlessness: We work beyond limits; we go one step ahead of others to serve and to benefit.

Speed: Growth is important but timely growth is the key to success. We believe to act early.


PANTALOONS CC2 10

Hindalco

Grasim

Aditya Birla Nuvo

Ultratech

Idea

Novelis

Aditya Birla Nuvo Ltd.

Aditya Birla Nuvo Ltd. (ABNL) is a US$ 4 billion premium conglomerate. It is part of the

Aditya Birla Group, a US$ 40 billion Indian multinational operating in 36 countries in six

continents.

Investing in promising sectors

Building leadership in businesses

A platform to drive synergy of resources

Delivering best value to all the stakeholders to be a responsible corporate citizen.

Over the years, Aditya Birla Nuvo has transformed itself from a manufacturing company

to a diversified conglomerate.


PANTALOONS CC2 11

The razor-sharp focus on each business has made it a leading player in most segments, including

viscose filament yarn, branded garments, agribusiness, textiles and insulators. Over the past few

years, Aditya Birla Nuvo, through its subsidiaries and joint ventures, has made successful forays

into life insurance, asset management and other financial services, telecom, business process

outsourcing (BPO) and IT services.

Financial Services

Asset

Management

Life Insurance

NBFC Private Equity,

Broking, Wealth Management,

General Insurance Advisory

Telecom

Fashion and Lifestyle

Madura

Pantaloons

Textiles

IT-ITeS

Manufacturing

Agriculture

Rayon

Insulators

With an optimum mix of revenue and profit streams, the company is in a strong position to

maximize long-term shareholder gains.

Market Position:

Financial Services: ABNL is among top 5 fund managers (excl. LIC)

Fashion & Lifestyle: Largest premium branded apparel player, largest manufacturer of linen

Telecom: Among top 3 cellular operators by revenue market share

IT-ITeS : Among the top 10 BPO companies by revenue size

Agriculture business: Second-best energy efficient urea plant

Rayon: Second largest manufacturer of VFY

Insulators: Largest manufacturer of insulators.


PANTALOONS CC2 12

Among Aditya Birla Nuvo’s (ABNL) joint ventures and subsidiary companies are:

Idea Cellular Limited, which is among the top three cellular operators in India, in terms of

revenue market share.

Birla Sun Life Insurance Co. Ltd., which is among the top five private sector life insurance

companies in India, in terms of new business premium.

Birla Sun Life Asset Management Co. Ltd., which is the fourth largest asset management

company in India, in terms of assets under management.

Aditya Birla Minacs Worldwide Limited, which is the sixth largest Indian BPO company by

revenue size.

1.2. PANTALOONS FASHION AND RETAIL LTD.

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first

Pantaloons store was launched in Gariahat, Kolkata in 1997. As of November 2013, there are

76 Pantaloons stores in 44 cities. Pantaloons was previously controlled by the Future Group,

but has now been taken over by Aditya Birla Nuvo Limited (ABNL).

Spotlighting today's buoyant youth, Pantaloons Fashion Retail Ltd., India's premium lifestyle

apparel company offers chic and trendy fashion to meet their ever-changing needs. With

innovative designs, concepts and products, the company brings the latest trends in fashion

and clothing styles to the apparel market. Pantaloons reflect the ideology of always keeping

alive the 'newness factor' through fashion apparel and accessories that are visually appealing

and fashionably upbeat.

The first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in 1997.

Over the years, the brand has undergone several transitions and re-invented itself to bring forth

compelling trends and styles catering to the evolving fashion hub.


PANTALOONS CC2 13

Since its inception, Pantaloons progressed from retailing just a mix of brands to its very own

popular private labels as well, designed by the in-house Design Studio. With a sharp focus on

bringing the latest in fashion, the Design Studio combines its prowess in design and

aesthetics to present styles that keep the consumer fashionably dressed each season.

Initially positioned as a store catering to the fashion needs of the entire family, Pantaloons

has now transitioned to a fashion and lifestyle brand with an emphasis on youth and a focus

on designs that are inherently in sync with current fashion trends. This compelling

combination has helped Pantaloons retain its place on the style radar of every consumer's

wardrobe.

Pantaloons stores have an abundance of choices across categories that range from western to

Indian wear, formal to party wear and active wear for men, women and kids. To further add to

the customer's innumerable choices that reflect style, attitude, and comfort, Pantaloons has

extended its horizons to fashion accessories like fragrances, footwear, handbags, watches,

sunglasses and much more.

With a chain of 81 fashion stores across 40 cities and towns, Pantaloons is constantly

extending its foot-prints into the rest of modern India.

Pantaloons which was previously controlled by the Future Group has now been taken over by

Aditya Birla Nuvo Limited ['ABNL']. ABNL is a part of the prestigious Aditya Birla Group,

a $40 billion Indian multinational, operating in 36 countries across the globe with over

136,000 employees.

The company offers an incredible and complete one-stop shopping experience to its buyers

through its vast collection of more than 100 prestigious brands for the discerning fashionista.

The 81 aesthetically designed stores spread across the country display a range of classy and

trendy merchandise that truly lives up to Pantaloons’ maxim of ‘fresh fashion’.

A typical Pantaloons store is spread across a sprawling retail space of about 28,000 sq. ft.,

comprising a brand portfolio that runs across a wide gamut of styles that spell class. The

collection includes ready-to-wear western and ethnic apparel for men, women and kids,

complemented by an exhaustive range of accessories.

The women’s section houses the private labels — Bare Denim, Bare Leisure, Rig, Annabelle,

Honey, and Ajile — in western wear, as well as the choicest ethnic wear from RangManch,

Trishaa and Akkriti. Popular brands like Lee Cooper, Biba and W are also available.

The private labels for men in western wear include Lombard, Rig, Bare Denim, Bare Leisure

and JM Sport apart from trendy brands like Urbana, Scullers, John Miller, and Indigo Nation.

Akkriti provides a wide selection of ethnic wear.


PANTALOONS CC2 14

Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in

exclusive brands like Lee Cooper Juniors, Chalk exclusive, Chirpy Pie & Bare in addition to

international brands like Barbie and Disney. For the ethnic look, they can opt for traditional

wear from Akkriti.

Pantaloons offer much more than just apparel. Customers can shop from an assortment of

watches from renowned international brands like Tommy Hilfiger, Esprit, Kenneth Cole,

Citizen, Timex, and Titan, among other brands.

Trendy sunglasses from Polaroid, Guess, Police, Scott, I Dee and Allen Solly are also

available. The accessories and beauty segments display an attractive collection of lady’s

handbags from Lavie, Caprese, Fiorelli and Fastrack. Also available are products from colour

cosmetic brands such as Bourjois, Chambor, Deborah, Faces, Revlon, Maybelline, and

Lakmé, as well as a wide collection of exotic fragrances.

With its overwhelming repertoire of lifestyle apparel brands, Pantaloons is focused on growth

while continuing to create fresh fashion. Pantaloons is recognized by its warm personalized

service that completes the core proposition of this trendy chain.

The Aditya Birla Group ranks high in the League of Fortune 500 Corporations of the world

with a strong mix of talented and capable personnel comprising of 42 different nationalities,

who are credited with anchoring the organization and scripting one brilliant success story

after another.

Backed by the giant conglomerates, ABNL and Future Group, both the entities will work in

tandem to derive operational synergies for back-end, supply chain and other crucial value

drivers of the business.

Organizational Hierarchy:

Store Manager

SOP Head Cashier Asst.Store manager HR

Department Manager

Asst.Department manager

Asst.cashier

CSD Safety Manager


PANTALOONS CC2 15

PANTALOONS PAY BACK GREEN CARD PROGRAM

“Your Green Card Is Your Passport To A Whole New World Of Exclusive Benefits And

Privileges.”

Exclusive shopping days to get hold of latest merchandise

Regular updates on collections and promos via catalogues, sms and email

Special invites to the most happening events

Extended exchange periods and complimentary drops for alterations.

Parking fee is less on your bill

Free home delivery

90 days’ exchange policy

And many more initial benefits are provided by pantaloons stores for retaining the customer.

Departments of Pantaloons Fashion Retail Ltd:

There are following department in Pantaloons Fashion and Lifestyle Ltd


PANTALOONS CC2 16

Major Competitors of Pantaloons

LIFESTYLE

The Dubai-based Landmark Group’s department store chain, Lifestyle, started operations in India

in 1998. It currently operates 19 Lifestyle departmental stores in nine cities with a total retail

space of 7,45,711 sq. ft. In 2004 the chain had seven stores in five cities with a space of 2,68,436

sq.ft, which grew to 10 stores in the same five cities with an increased retail space of 3,41 ,587

sq.ft. By 2010 they plan to have 41 stores in 16 cities with a combined retail space of 19,33,931

sq.ft. The average store size of a Lifestyle department store is 46,000 sq. ft., the largest of them

being the 15 Chennai store with an area of 75,000 sq.ft. Lifestyle now plans to majorly expand

into the tier-II cities in the country. Ginger, Baby Doll and JRS Active are the three major private

labels of Lifestyle, besides segment-specific brands like 2xtremz for women and Juniors for

infants. These private labels contribute approximately towards 10 per cent to the total revenue.

Its customer loyalty programme is called The Inner Circle, which contributes 40 per cent to total

sales. Each of the stores have a Coffee Island managed by Qwiky's. Lifestyle International has

announced investments to the tune of Rs.400 crores in the next five years to fund its expansion

in India. This includes plans to bring in its concept stores into the country, including the Max

Hypermarkets and Lifestyle Centers. The Max chain of value stores and Home Centers have

already been launched. Landmark is also working on a Lifestyle Centre.

SHOPPERS'STOP

Shopper's Stop Ltd from the K Raheja Group, opened its first Shoppers' Stop department store in

Mumbai in 1991; and over the last 16 years has established itself as the largest player in the

department store category in India. From 16 stores in nine cities with an area of7,52,848 sq. ft.,

the chain today operates 26 outlets in 12 cities with a total retail space of 15,07,126 sq. ft., with

plans to have 34 stores by 2007. By 2010 Shoppers' Stop plans to have nearly 50 outlets in 20

cities across a total retail space of 36,26,899 sq.ft. Shoppers' Stop was the first retailer in the

country to have Bar-coded garments, Co-branded credit card; and Retail ERP Shoppers' Stop,

unlike Pantaloons and Westside where the chunk of sales is driven by private labels, houses a

large number of external brands. The chain is today the largest retailer for popular brands like

Levi's Strauss, Pepe, Arrow, Zodiac, Ray-Ban, Swatch, etc. The launch of Buzz (the designer pret

wear section) and Kasbah by Raghavendra Rathore were some new additions. Some of the chain's

private labels include Stop, Life, Vittorio Fratini, Haute Curry, individual and Acropolis, sales

from which grew by 44 per cent in 2005, over the previous year. Shoppers' Stop customer loyalty

programme, First Citizen's Club has approximately 4,40,000 members, who contribute to over 50

per cent of the total sales. Shoppers' Stop, which has tied up with Mother care, the global brand

for infants and children, will be opening 40 Mother care outlets over the next five years. It

currently has 11 Mother care outlets.


PANTALOONS CC2 17

Westside

The lifestyle stores by the Tata’s that caters to the upper middle class segment, has built

its customer base through its USP of affordable style. There are 23 Westside stores in 14 cities

Price is crucial in the Indian retail scenario and Westside’s focus on this factor is part of the

reason. If customers are looking for style, they will probably go to Westside and buy something

for Rs 400 rather than go to Mango (a UK-based chain). Another issue is convenience of parking

space. Almost everyone in major metros has a car and doesn’t want to go through the hassle of

finding parking space. Westside has worked on molding its outlets along the snazzy, well-

designed, hands-on ambiences and coffee shop displays typical of Lacoste, Nike and Switch retail

stores in the West, and personalized its offerings by offering style and accessory guides to its

customers. Westside houses a collection of the finest merchandise for the entire family. There are

spacious shopping areas for the various sections - women’s wear, men’s wear and the children's

and the household sections occupy the floor level. Café West from the Taj group on a level above

is an ideal place for a coffee break on a shopping spree. Westside offers customers the very best

and 16 latest international shopping experience. Westside has a team of dedicated stylists,

merchandisers, helpful and courteous store staff and talented in-house designers. The

combination of the very latest in-style fashion with affordability is highlighted in all of Westside’s

merchandise. Westside stands out from the competition for a variety of reasons. One is that a

majority of the brands the chain stocks and sells are its own, unlike retailers who store multiple

labels. About 90 per cent of Westside’s offerings are home-grown, and they cater to different

customer segments. The other 10 per cent includes toys, cosmetics and lingerie. However,

recently Westside has recently expanded its range of merchandise by offering outfits from some

of India’s best-known fashion designers, among them Wendell Roderick’s, Anita Dondre,

Krishna Mehta and Mona Pail. This is an interesting marketing shift, since it means moving away

from the chain’s only-our-own-brands concept.


PANTALOONS CC2 18

PROJECT METHODOLOGY

RESEARCH METHODOLOGY

Definition:

Research Methodology is the process which is used to collect information and data for the

purpose of making business decisions.

Objectives:

To understand the customer’s perception towards service of pantaloons

To understand the customers need & want

Methodology Adopted for The Study:

Observing the working of various departments like finance, Human resource,

Marketing, purchasing and production.

Discussion with executives, managers and employees.

Observing the Customers

Area of Study:

The study is exclusively done in the area of marketing. It is a process requiring care,

sophistication, experience, business judgment, and imagination for which there can be no

mechanical substitutes,

Sources of Data:

Primary Data:

The primary data was collected by the means of survey. Questionnaire was prepared and

interviews were taken on the customers specifically who were foot falling on city center 2

pantaloons and purchasing any product. Interviews were taken to the customers when they were

existing from the entry gate of the city center 2 pantaloons. The Questionnaire contained 10

questions. The questionnaire was designed as much as possible to make customers open ended.


PANTALOONS CC2 19

Secondary Data:

For proper understanding of the customer buying behavior in city center 2 pantaloons. A depth

study was done from the various sources (i.e. books), data is also collected from the official

website of the pantaloons and some articles from various search engines. (i.e. Google,

answers.com etc.)

RESEARCH SAMPLE:

Sampling Units: Customers of the city center 2 pantaloons, who are foot falling and

purchasing any product.

Sampling Technique Random Sampling

Research Instrument: Structured Questionnaire

Contact Method: Personal Interview

SAMPLE SIZE:

The work is a case of city center 2 pantaloons one of the Retail Sector industry together

representing great per cent of the market share of Indian retail sector. The survey was conducted

in the city of Kolkata City Center 2, with 50 customers as respondent.

DATA COLLECTION TOOL

Data is collected from various customers through personal interaction. Some other information

is collected through secondary data also. Data was collected through a structured questionnaire.


PANTALOONS CC2 20

Action Plan

DATA ANALYSIS

Gender

Gender FREQUENCY PERCENT

Male 28 56%

Female 22 44%

TOTAL 50 100

Interpretation:

From the above table we conclude that 56% customers are Male and 44% are Female.

Male, 28, 56%

Female, 22, 44%

Gender

Male

Female


PANTALOONS CC2 21

Age Group

Age Group FREQUENCY PERCENT

15-25 34 68%

25-35 10 20%

35-45 4 8%

45-Above 2 4%

TOTAL 50 100

Interpretation:

From the above table we conclude that mostly teen agers prefer Pantaloons.

68%

20%

8% 4%

Age Group

15-25 25-35 35-45 45-Above


PANTALOONS CC2 22

When you choosing Pantaloons for shopping, you will consider the

recommendation of your friends and relatives?

Category Total No.50 100%

Always 20 40%

Often 12 25%

Occasionally 15 30%

Rarely 03 05%

Never 00 00

Interpretation

From the above analysis out of 50 Samples we found that 40% customers are came always,

25% customers are coming often,30% customers are coming occasionally,5% customers are

coming Rarely.

0%

5%

10%

15%

20%

25%

30%

35%

40%

Always Often Occasionally Rarely Never

40%

25%

30%

5%

0%


PANTALOONS CC2 23

How do you rate in pricing in pantaloons Mission Happiness?


Good 15 30%

Average 30 60%

Bad 5 10%

Interpretation

From the above analysis out of 50 Samples we found that 30% customers are says Good,

60% customers are saying average;10% customers are saying bad.

0%

10%

20%

30%

40%

50%

60%

Good Average Bad

30%

60%

10%


PANTALOONS CC2 24

Number of times a year you come Pantaloons for shopping?


Once a week 3 5%

Twice a month 7 15%

Regularly 17 35%

Never 00 00%

Occasionally 23 45%

Interpretation

From the above analysis out of 50 Samples we found that 5% customers are came Once a week,

15% customers are coming Twice a month,35% customers are coming Regularly,45%

customers are coming Occasionally.

5%

15%

35%

0

45%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Once a week Twice a month Regularly Never Occasionally

PER

CEN

TAG

E

CATEGORY


PANTALOONS CC2 25

Reasons for choosing Pantaloons?


Advertisement 4 8%

STAFF BEHAVIOR 8 16%

Offers 15 30%

AMBIENCE 5 10%

VARIETIES OF

PRODUCTS

10 20%

NEW DESIGNS 8 16%

Interpretation

From the above analysis out of 50 Samples we found that 8% customers are choosing for

shopping at pantaloons for advertisement ,16% customers are choosing for Staff Behavior,30%

customers are choosing for Offers, 10% customers are choosing for Ambience, 20% customers

are choosing for Varieties of Products, 16% customers are choosing for New Designs.

4

8 8

5

15

10

R0 1 2 3 4 5


PANTALOONS CC2 26

Where you get the information about the End of Season sale offers?


Friends 15 30%

Relatives 5 10%

Media 30 60%

Interpretation

From the above analysis out of 50 Samples we found that 60% customers are get the

information about the EOSS from the Media,10% customers are get the information from

relative,30% customers are get the information from friends.

Friends Relatives Media

30%

10%

60%


PANTALOONS CC2 27

How much rate for this offer in Pantaloons CC2?


0 Ratings 4 8%

1 Ratings 8 16%

2 Ratings 8 16%

3 Ratings 5 10%

4 Ratings 15 30%

5 Ratings 10 20%

Interpretation

From the above analysis out of 50 Samples we found that 8% customers are giving 0 ratings

for EOSS offers at Pantaloons cc2, 16% customers are giving 1 rating for EOSS offers at

Pantaloons cc2, 16% customers are giving 2 ratings for EOSS offers at Pantaloons cc2, 10%

customers are giving 3 ratings for EOSS offers at Pantaloons cc2, 30% customers are giving 4

ratings for EOSS offers at Pantaloons cc2, 20% customers are giving 0 ratings for EOSS offers

at Pantaloons cc2.

4

8 8

5

15

10

0

2

4

6

8

10

12

14

16

0 Ratings 1 Ratings 2 Ratings 3 Ratings 4 Ratings 5 Ratings

Chart Title


PANTALOONS CC2 28

Are you comfortable with the timing (11am to 1:30pm)?


Yes 20 40%

No 30 60%

Interpretation

From the above analysis out of 50 Samples we found that 40% customers are said that they are

happy with the timing but 60% customers are not happy with the timing.

40%

60%

Yes No


PANTALOONS CC2 29

OBSERVATION & FINDINGS After the Internship, I came to the conclusion that Pantaloons is the most likely store in

Kolkata.

Its immediate competitor is Shopper’s Stop.

One positive sign for Pantaloons is that it has become the choice for middle class people

in Kolkata.

At the same time customers belonging to the higher class society complain about the

service provided to them.

The customers are also unhappy with the limited brands available in the store.

Tagging standards are not maintained.

In many cases it’s seen that the housekeeping staffs are engaged in tagging, which creates

an error.

Conflicts between the brand staffs at the ground floor in front of the customers were also

observed by us.

Gestures like “Namaste” are always missing from the floor staffs.

Compared to the other Pantaloons store in Kolkata, Camac Street, does not meet the

expected footfall on weekends.

Adequate number of signage's missing from the display.

A sense of dissatisfaction seen in the minds of the staffs because of the low package

offered to them.

There has always been a problem with the availability of proper stock in the floor &

sometimes over stock is also there which is impossible to display

It was observed many times that the friendly environment is not there between the PNT

stuffs & brand stuffs, they confuse customer by showing so many products of their own

brands & results customer get offended.

Late coming & taking long brakes also observed.

Grooming check is not done all the time.

If any product is not matching customer needs, then some staffs get offended & do not

assist customers (Sometimes customer do offend staffs)


PANTALOONS CC2 30

Compared to other pantaloons CSD is not well maintained. (Visually)

Overall if we consider then this all will affect the store sales, so better if we fix it fast

Suggestions

New attractive offers should be introduced to attract more customers.

Few years down the line Lifestyle may turn out to be a major threat as well. So, services

to the customers should be upgraded.

Customers expect a better variety of products in Pantaloons so that it can satisfy customers

from all the sections of society.

More brands should be immediately brought under the same roof of Pantaloons.

Tagging standard should be properly maintained.

Every department should have staffs dedicated only for tagging to reduce errors.

Inventory management should be done ensuring that the product is available in all sizes.

The SOP Manager should keep a proper eye on the ground staffs ensuring that the

customers get the best treatment.

A multi-cuisine restaurant or a multiplex near the store might have increased the footfall

at Pantaloons.

A hike in the salary structure might increase the interest to work.

Proper renovation of the store should be done.

One H.R Manager should be there permanently to motivate the employee and to find out

the internal solution.

Employees should be given proper training about the offers, product specifications and

Customer Loyalty Program

The ground staffs should have the basic ability to speak in English.

Proper inventory management should be done ensuring that the product is available in all

sizes.


PANTALOONS CC2 31

LEARNING OUTCOME

Customer buying behavior.

Tagging & Settling.

Customer handling in rush hours

Incentive scheme of floor employees

Creating Zone of (50% ,30% ,20%)

Segregate the product discount wise.

Target given for the day & rest of the week

Handling the problems of stock issues.

Marketing strategies of Pantaloons

Target people of Pantaloons.

Customer retention program of Pantaloons.

Product purchase strategy of Pantaloons.


PANTALOONS CC2 32

CONCLUSION: - After going thick on the thing, now time is to make a complete picture.

While selling a product a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI

(Gross Margin Return on Investment) and they promote the brand which provides them highest.

They expect return in the form of profit margin, company schemes, window display and

references of the shop. Among these, company schemes make the differences and are the highest

source of motivation after profit margin. Retailing demands a constant push from the company.

Marketer needs to use advertising and brand building strategies to address the discerning buyers

and retail push to in different buyers. The manufacturer should understand consumer behavior

because retailers can't help quality and price.

There is a greater need to understand the retailer behavior considering them as a team working

for the company may help them to be attached to the company. There should be feeling of

belonging to the company in inner of the retailers. Setting values club for retailers so that they

may exchange views with the company and help in understanding consumer behavior.


PANTALOONS CC2 33

REFERENCES

Books

Title: MARKETING MANAGEMENT, 13th Edition, A South Asian Perspective

Author: Philip Kotler, Kevin Lane Kelle, Abraham Koshy , Mithileshwar Jha

Reports

Pantaloons Annual Reports 2014-2015

Internal Reports of Pantaloons

Ibef Report of Retail Aug,2015

Pantaloons CC2

Department Manager of Ethnic Department of Pantaloons CC2: - Bithin Ghosh.

Human Resource Manager of Pantaloons CC2: -Manish Kumar Gupta.

Internet

www.pantaloons.com

www.ibef.org

www.moneycontrol.com

http://www.pantaloons.com/

http://www.ibef.org/

http://www.moneycontrol.com/


PANTALOONS CC2 34

Appendix: 1.1

The Questions are;

Study on Pantaloons Mission Happiness

Please tick (Ö) where necessary. You may only choose one answer.

Gender: [ ] Male [ ] Female.

Age Group : [ ] Less than 25 years [ ] 26-30 years [ ] More than 30 years.

When you choosing Pantaloons for shopping , you will consider the

recommendation of your friends and relatives?

[ ] Always [ ] Often [ ] Occasionally [ ] Rarely [ ] Never

How do you rate in pricing in pantaloons Mission Happiness?

[ ] Good [ ] Average [ ] Bad

Number of times a year you come Pantaloons for shopping?

[ ] Once a week [ ] Twice a month [ ] Regularly [ ] Never [

]Occasionally

Reasons for choosing Pantaloons?

[ ] Advertisement [ ] Offers [ ] Ambience [ ] Staff Behavior[ ] Varieties Of

Products [ ] New Designs

If others Please specify: ______________________________________

Do you know about the Eoss offers?

[ ] Yes [ ] NO

Where you get the information about the offers?

[ ] Friend [ ] Relatives [ ] Media

Are you comfortable with the timing( 11am to 1:30pm)?

[ ] Yes [ ] No

How much rate for this offer?(0-5)

[ ] 0 [ ] 1 [ ] 2 [ ] 3 [ ] 4 [ ] 5 [ ]


PANTALOONS CC2 35

Appendix: 1.2

1.4. Under the apparels section, PFRL is currently operating with Private labels in different

categories: -

Women’s wear

Casual Wear Ethnic Wear

Honey 1. Rang Manch 2. Akriti 3. Trishaa

Active wear: Ajile Formal Wear: Annabelle Evening Wear: Annabelle

Men’s wear:


PANTALOONS CC2 36

Casual Wear: J M sport Ethnic Wear: Akriti

Active Wear: Ajile Evening Wear : F Factor


PANTALOONS CC2 37

Women’s wear

Private label: SF Jeans, Altomoda, Bare denim, RIG

Non Private label: 109f, And, Chemistry, Kraus, Levis, Pepe, Remanika, Spykar, Arha, Biba,

Fusion Beats, Global Desi, Miss Unique, Rain & Rainbow

Madura Fashion & Lifestyle: Allen Solly Women, Van Heusen

Men’s wear

Private label: SF Jeans, Altomoda, Bare denim, bare leisure, byford, Lomabard, RIG, F-factor

Non private label: Blackberry, Celio, Fifa, Lee, Levis, Manyavar, Pepe, Spykar, Turtle Madura

Fashion & Lifestyle: Allen Solly Men, Louis Philippe, LP Sport, PE Casual, PE Traditions,

Peter England, Van Heusen, Vdot, VH Sport

Kid’s wear

Private label: Bare, Chirpie Pie, Disney, Rig Kids

Non Private label: Barbie, Gini N Jony, LC Kids, Levis, Zero

Madura Fashion & Lifestyle: Allen Solly Kids

There are also some brands which are:

Accessories are also present in the stores for the customers to choose from various brands.

PFRL doesn’t have any private label for accessories.

Non Apparels (Accessories):

Cosmetics: Lakme, L’Oréal, Nautica, Revlon Etc.

Diamond Jewelry: Manorama, Creation, Nakshatra, Sangini, Cygnus Etc.

Fashion Jewellery: 109F, Akkriti, Barbie, Biba, Disney, Gini N Jony, Kuber, Umm Etc.

Fragrances: Adidas, Ajmal, Benetton, Boss, Burberry's, Calvin Klein, Christian Dior, Ck,

D&G, Diesel, Dupont, Emporio Armani Etc

Handbags: 109f, Adidas, Ajile, Akkriti, Allen Solly, Annabelle, Baggit, Converse,

Fasttrack, Guess Etc.

Footwear: Action, Adidas, Allen Solly, Buffalo, Canvax, Cat, Clarks, Converse, Hush

Puppies Etc.

Sunglasses: Allen Solly, Calvin Klein, Casio, Converse, Creative, Dior, FastTrack, Hugo

Boss, Lens eye etc.

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