About Advertisement Techinique

1. A Study of
“Understanding of AIDA Technique on
the perspective of Pantaloons”
Name- Rajib Saha
ROLL-P15FCO34
Institute- Pune Institute Of Business Management
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2. Sectorial Analysis
 GDP contribution 10 %
 Employment contribution 8%
 Retail market is growing 12% every year
 Retail industry in the single-brand segment has received Foreign Direct Investment
(FDI)
 Big Players- Aditya Birla Retail
Shoppers Stop Limited
Future Retail
United Colors of Benetton India
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3. Aditya Birla Group
 Rs. 2,50,000 crore corporation,
 The Aditya Birla Group is Ranked in the League of Fortune500
 Extraordinary force of over 120,000 employees
 Belonging to 42 nationalities
 The Group has topped the Nielsen's Corporate Image Monitor 2014-15
 Works in 5,000 villages globally
 Reaches out annually to 7.5 million people through the Aditya Birla Centre for Community
Initiatives and Rural Development
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4. Aditya Birla Group – Global
Scenario
 No.1 in viscose staple fibre
 A metals powerhouse, among the world's most cost-efficient aluminium and copper
producers.
 The fifth-largest producer of acrylic fibre
 No.1 in carbon black
 Among the top 10 cement producers globally
 Among the best energy-efficient fertilizer plants
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5. Aditya Birla Group- Indian
Scenario
 A top fashion (branded apparel)and lifestyle player
 The second-largest player in viscose filament yarn
 The largest producer in the chlor-alkali sector
 Among the top three mobile telephony Network company
 A leading player in life insurance and asset management
 Among the top two supermarket chains in the retail business
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6. Pantaloons
 Sales in 2014-15 Rs. 43 Crore (Store Level)
 First Pantaloons Store Opened in Goriahat, Kolkata in 1917
 Acquires by ADITYA BIRLA GROUP in 2012
 India’s Premium Lifestyle apparel company
 123+ Stores in 86+ cities and towns
 Head Quarter Mumbai, Maharashtra
 5300+ employees all over India
 Key people: Pranab Barua (Managing Director)
Shital Mehta (CEO)
S. Visvanathan (CFO)
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7. Pantaloons Brand
Pantaloons Brand
 Haney, Ajile, Candies, Annabelle
 F-Factor, Lombard, Byford
 RIG, Ajile, SF, BARE denim
 Jamini, Trisha, Akkriti, Rang Manch
Non-Pantaloons Brand
 W, BIBA
 Lee-Cooper, Rebock, Cellio
 Peter England, VenHusen
 109 F, Zink Londan
 Allen Solly, Barbi
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8. AIDA Technique
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9. AIDA Means
A – Attention/Awareness
I – Interest
D – Desire
A - Action
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10. Attention or Awareness
 Advertisement
 Window Display
 Signage
 Colour Blocking
 Cross Display
 Mannequins
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11. Interest
 Special offers
 Pay Back Green Card
 Attractive Price
 Communicating Benefits
 Wash Care
 Brand Image
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12. Desire
 Customer Need
 Fashion
 Occasion
 Behavior
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Store Map

13. Action
Monday - Friday
 Customer Entry- 2300 to 2600
 Total Sales- 800000 to 900000
 Total Bills- 480 to 525
 Total Quantity- 1150 to 1350
 Ticket Size- 1700 to 1800 (Total Sales /
Total no. of bills)
 Basket size- 2.3 to 2.6 (Total no. of
quantity / Total no. of bills)
 Conversion-19 to 20 % Total Customer
Entry / Total Bills * 100
Saturday - Sunday
 Customer Entry- 5000 to 7500
 Total Sales- 1600000 to 2000000
 Total Bills- 1000 to 1200
 Total Quantity- 2600 to 3100
 Ticket Size- 1700 t0 1900 (Total Sales /
Total no. of bills)
 Basket size- 2.6 to 2.7 (Total no. of
quantity / Total no. of bills)
 Conversion-22 to 24 % Total Customer
Entry / Total Bills * 100
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14. RESEARCH METHODOLOGY
 DATA COLLECTION
 Primary Data
 With the help of Questionnaires
 Personal Interaction
 SAMPLE SIZE- 100 Respondents
 POPULATION- ICC Tec Park, Sena Pati Bapat Road, Pune.
 questioner.pdf
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15. Male and Female Respondent Age Group
15
44%
56%
Male and Female
Male
Female
6%
41%
41%
9%
3%
Age Group
less than 18
18-25
26-35
36-45
above 45

16. Occupation Income Level
16
17%
20%
38%
18%
7%
student
business
private employee
govt employee
others
20%
8%
33%
30%
9%
less than 15000 16000-30000 31000-45000
46000-60000 above 60000

17. How frequently do you shop for
garments?
How do you feel about the ambience of
the store?
17
7%
6%
32%
27%
23%
5%
Once a week Once a fortnight
Once a month Once in two month
Only during sales On specific occasions
20
38 35
7
0
0
20
40
60
80
Excellent Good Fair Poor Very poor
NO.OFRESPONDENTS
RESPONCE
Ambience Merchendizing Quality

18. Is Merchandising of the store has effect on your
buying behavior?
When you are in the store do you develop an
interest in buying the product?
18
12%
21%
60%
4%
3%
Definitely yes Yes Maybe No Not at all
3%
15%
13%
60%
9%
Definitely Yes Yes Maybe No Not at all

19. Do you think the sales assistant contributes in
developing your interest towards the product?
What do you think about the quality
of products in pantaloons?
19
50%
37%
13%
Yes Maybe No

20. Do you always get what you expect in this
store?
During shopping which of the following factors put
an impact on your buying decision?
20
50%
40%
10%
Yes Maybe No
35%
18%
28%
19%
Loyality Program Discount offered
Product Quality Product Variety

21. Which amongst the following do you think is the
best PBGC (Pay back green Card) facility?
Do you think we have a better aftersales
service than our competitors?
21
17%
30%
37%
16%
Exclusive sales preview
Relaxed exchange policy
Home drop service
Exclusive billing counter
45%
10%
25%
20%
Yes Maybe Can't Say No

22. What do you think best about this
store?
22
20%
35%
20%
20%
5%
Hygeine
Display
Behaviour of
staffs
Stock options
Others

23. OBSERVATIONS &
FINDINGS
 Its immediate competitor is Shopper’s Stop, Max & Central.
 One positive sign for Pantaloons is that it has become the choice for middle class
people in Pune
 There is always a communication gap between store and Customers
 Grooming check is not done all the time.
 Compared to other pantaloons CSD is well maintained. ( Visually)
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24. Recommendation
 Try to increase communication with the customer
 Try to educate the customer about the product and offers
 Try to put a English language communicator near every entrance to help Foreign
customer
 Always educate Fashion Assistance’s for better communication with the customers.
 Customers expect a better variety of products in Pantaloons so that it can satisfy
customers from all the sections of society.
 The ground staffs should have the basic ability to speak in English.
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