Functioning of a retail store project-term 2 cbse grade 12 marketing project

FUNCTIONING OF RETAIL STORE
PROJECT FOR TERM 2
Submitted by
BENIFA FERNANDES
CBSE BOARD ROLL NO: 911168
Class: 12 Com E
Subject: Marketing
THE INDIAN HIGH SCHOOL
DUBAI
SEPTEMBER 2018

BONAFIDE CERTIFICATE
Certified that this project “Functioning of a Retail store” is a Bonafide work of
Benifa Fernandes who carried out the project under my supervision.
Signature of Teacher-In-Charge: ________________

ACKNOWLEDGEMENT
I would like to give my special thanks to my teacher Mrs. Priya Godwani and my
Section Supervisor, Mrs. Partita Lela who have given me the opportunity to make
this wonderful project on the topic, ‘Functioning of a retail store’. This project has
helped me in doing a lot of research and also I learnt about many things.
My heartfelt appreciations to them.
Secondly, I would like to thank my parents and friends who have been an immense
support to complete this project in a very limited time.
I am making this project not just for marks but also to increase my knowledge and
skills.
Thanks to everybody who has helped me make this wonderful project.

METHODOLOGY
AIM OF THE RESEARCHPROJECT:
To understand and analyze the functioning of a large scale retail store, its history,
its marketing mix and organization management.
TYPES OF DATA:
Types of data used in this project are:
i. Primary Data
ii. SecondaryData
PRIMARY DATA-QUESTIONNAIRE:
Questionnaires were used in the research as an instrument consisting of a series of
questions and other prompts for the purposeof gathering information from
customers. A questionnaire was handed out to a retailer as well.
PARTICIPANTS OF THE RESEARCH:
20 customers and one retailer were/was asked to participate by filling a
questionnaire.
TOOLS USED IN THE RESEARCH:
Tools used in this experiment were questionnaires that were handed out personally
to the customers.
PPROCEDURE OF THE RESEARCH:
The participants were questioned individually and were asked to complete the
questionnaire. At the completion of the questionnaire, the participants handed over
the completed questionnaires for further analysis.
SECONDARYDATA-WEBSITES:
The secondarydata was collected through internet websites.

INDEX
S. NO. TOPIC PAGE NUMBER
1. RETAIL AND RETAIL STORE 5
2. INTRODUCTION- MAX 6-7
3. HISTORY OF THE FOUNDER 8
4. HISTORY OF THE STORE 9
5. FUNCTIONS OF MAX AS A RETAILER 10
6. MARKETING MIX OF MAX
I. PRODUCT MIX
II. PRICE MIX
III. PLACE MIX
IV. PROMOTION MIX
13
13-35
36-37
37-38
38
7. SWOT ANALYSIS 40
8. SAMPLE SURVEY 41-42
9. SURVEY ANALYSIS 43-57
10. CONCLUSION OF RESPONDENTS SURVEY 58-59
11. INTERVIEW WITH RETAILER 60-61
12. CONCLUSION OF INTERVIEW WITH RETAILER 62
13. VISSION AND MISSION 63
14. AWARDS 64-66
15. CONCLUSION 67
16. BIBLIOGRAPHY 68

RETAIL:
Retail is the process ofselling consumer
goods or services to customers through
multiple channels of distribution to earn
a profit. Retailers satisfy demand
identified through a supply chain. The
term "retailer" is typically applied where
a service provider fills the small orders
of a large number of individuals, who are
end-users, rather than large orders of a
small number of wholesale, corporateor government clientele. Shopping generally
refers to the act of buying products. Sometimes this is done to obtain final goods,
including necessities such as food and clothing; sometimes it takes place as a
recreational activity. Recreational shopping often involves window shopping and
browsing: it does not always result in a purchase.
RETAIL STORE:
At its most basic level, a retail store is a
simple marketplace, that is; a location
where goods and services are exchanged.
In some parts of the world, the retail
sectoris still dominated by small
family-run stores, but large retail
chains are increasingly dominating the
sector, because they can exert
considerable buying power and pass
on the savings in the form of lower
prices. Many of these large retail
chains also producetheir own private

labels which competealongside manufacturer brands. Considerable consolidation
of retail stores has changed the retail landscape, transferring power away from
wholesalers and into the hands of the large retail chains.
FUNCTIONS OF A RETAILER:
1. Buying: A retailer buys a wide variety of goods from different wholesalers
after estimat-ing customer demand. He selects the bestmerchandise from
each wholesaler and brings all the goods under one roof. In this way, he
performs the twin functions of buying and assembling of goods.
2. Storage:A retailer maintains a ready stockof goods and displays them in
his shop.
3. Selling: The retailer sells goods in small quantities according to the demand
and choice of consumers. He employs efficient methods of selling to
increase his sales turnover.
4. Grading and Packing:The retailer grades the goods which are not graded
by manufac-turers and wholesalers. He packs goods in small lots for the
convenience of consumers.
5. Risk-bearing:A retailer always keeps stockof goods in anticipation of
demand. He bears the risk of loss due to fire, theft, spoilage, price
fluctuations, etc.
6. Transportation: Retailers often carry goods from wholesalers and
manufacturers to their shops.
7. Financing: Some retailers grant credit to customers and provide the facility
of return or exchange of goods. In some cases, home delivery and after sale
service are provided by retailers.

8. Sales promotion: A retailer displays goods. He carries out publicity through
shop decoration, window display, etc. He maintains direct and personal
contacts with consumers. He persuades consumers to buy goods through
personal selling.
9. Information: Retailers provide knowledge to consumers about new
products and uses of old products. They advise and guide consumers in
better choice of goods. They also provide market information to wholesalers
and manufacturers.

INTRODUCTION:
Max Fashion is a fashion brand under the banner of the Dubai based Landmark Group. The
brand was first launched in May, 2004, in the UAE. Max Fashion has a combination of physical
stores and an e-commerce portal. Headquartered in Dubai, it has 350+ stores across 17 countries,
the latest of which were launched in Malaysia in July, 2017. The first Max Fashion store
launched in India was at Indore in 2006.
The brand has a number of physical stores across the world, sized typically around 10,000 sq. ft.
to 20,000 sq. ft. that sell the company’s own label for clothing, footwear, accessories, cosmetics,
and home products.
Type Subsidiary
Industry Retail
Founded 2004
Headquarters Bengaluru, India
Area served Worldwide
Key people Vasanth Kumar,Executive Director
Number of employees 6000
Parent Landmark Group
Website http://www.maxfashionindia.com/

HISTORY OF THE FOUNDER:
RamanathanHariharan or ‘Ram’,as he is popularlyknown,isthe CEOof Max, the largestvalue fashion
brand inthe Middle East anda Board Memberof the LandmarkGroup.
LandmarkGroup is one of the largestretail andhospitalityconglomerate withoperationsinMiddle East,
NorthAfricaand India.
Ram’sstrengthliesinretail conceptdevelopmentandbuildinglarge profitable businessmodelsin
fashionretailing.Inhisearlydays,Ramworkedwithmultinationalcompaniesintheirfinanceand
logisticsfunction,beforemovingtoNairobi asGeneral Manager of a knitgarmentfactory.
Ram joinedLandmarkGroupinDubai in1994 and playedapivotal role inlaunchingthe fashionbrand –
Splash.InJune 1996, he movedtoKuwaitto expandthe Group’soperationsinthe new territory.
Realizingthe importance andpotential of the Group’sIndiaoperations,RammovedasManaging
Directorto headLifestyle,Indiain2000.
Havingsuccessfullylaunchedthe brandinIndia,Ramtookoverthe reinsto conceptualizeandbuild
Max, the Group’svalue fashionbusinessin2004. Under Ram’sleadershipoverthe lasttenyears,Max
has grownto become the largestvalue fashionbrandwithover300 storesinthe Middle East,North
Africaand India.
Today,Ram is at the forefrontformulatingstrategiesandoverseeingLandmarkGroup’s investmentsin
Indiaand Max across differentgeographies.

HISTORY OF THE STORE:
Max Fashion was first established in 2004 in the Middle East, in Abu Dhabi. The Global CEO of
the company is Mr. Ramanathan Hariharan.
The year 2006 saw the launch of the brand with its first store in Indore.
Max, at present, is the largest fashion brand in the Middle East, North Africa & India, with close
to 400 stores encompassing 6.7 million sq., across 16 countries, including UAE, India, Saudi
Arabia, Kuwait, Jordan, Bahrain, Qatar, Oman, Turkey, Lebanon, Egypt, Yemen, Sudan,
Nigeria, Libya, Tanzania and Malaysia. In 2016, after a decade of its India launch, Max Fashion
released its first television commercial.
Catering to the mid-market segment, Max has its own private label clothing for men, women and
children along with footwear, home and accessories, and sees an average footfall of over 100,000
customers every day.

OBJECTIVES OF MAX:
 To create a truly global brand
that provides growth
opportunities for the company
and its employees, whilst
achieving its goal of becoming
the number one fashion retailer
across the Middle East and India.
 Provide fashionable products at an affordable price.
 Exceed customer’s expectations.
 Be a market leader in the field of value retail.
 Be innovative, costeffective, and globally
competitive.

MARKETING MIX OF MAX
I. Product mix:
i. Width/breadth: Productline consists of Women, men, boys and
girls wear.
ii. Depth:
 under women’swearthe productline includes: bottoms,
tops, bags and wallets, outerwear, ethnic wear, sportswear,
nightwear, lingerie, plus size, materity, shoes, dresses and
jumpsuits, winterwear and accessories.
 The productline for men’s wearincludes: Bottoms,
sportswear, tops, underwear, nightwear winterwear, shoes,
socks and accessories.
 The productline for boy’s wearincludes: tees & shirts,
bottoms, underwear, socks, accessories, coats & jackets,
rompers & jumpsuits, shoes and essentials.
 The productline for girl’s wearincludes: Tops, bottoms,
dresses, coats & jackets, nightwear, rompers & jumpsuits,
accessories, underwear & socks, shoes, essentials and ethnic
wear.
iii. Consistency:Most of the products at Max have production
similarity as most of them are made of varoius textile fabrics.

 Women
The productlines for women include:
Bottoms
Tops

 Men
The productlines for men include:
Tops
Bottoms

Shoes
 Boys
The productlines for boys include:
Shoes

Underwear
Rompers and jumpsuits

 Girls
The product lines for girls include:
Tops
Bottoms

Nightwear
Rompers and jumpsuits

Accessories
Underwear and socks

II. Price mix: Max follows 4 main pricing strategies:
 ValuePricing: Best
products with reasonable
pricing and best discount
and offers. This is a pricing
strategy which sets prices
primarily, but not
exclusively, according to
the perceived or estimated
value of a productor
service to a customer rather than according to the costof the
productor historical prices.
 Promotional pricing: Promotional pricing artificially increases a
product’s value for a sales boost. In addition to a lower price, a
promotion increases value by creating a perception of time-based
scarcity. Products perceived to be scarceare of much greater value
than abundant products. Thus most promotions are temporary. An
example of promotional pricing is when a retailer offers “buy one
get one free” products.
 Psychological Pricing: Psychological pricing (also price ending,
charm pricing) is a pricing or marketing strategy based on the
theory that certain
prices have a
psychological
impact. Retail prices
are often expressed
as “odd prices”: a
little less than a
round number, e.g.
$19.99 or $2.98. There is evidence that consumers tend to perceive
“odd prices” as being nearly lower than they actually are, tending

to round to next lowest monetary unit. Thus, prices such as $1.99
are associated with spending $1 rather than $2. The theory that
drives this is that, lower pricing such as this institutes greater
demand than if consumers were perfectly rational.
 Special eventpricing: To
increase sales volume, many
organizations coordinate price
with advertising or sales
promotion for seasonal or
special occasions. Special
event pricing involves
advertised sales or price
cutting that is linked to a
holiday, season or event.
III. Placemix:
Max fashion has over 350+ stores across 17 countries, the latest of which were
launched in Malaysia in July, 2017. The first Max fashion store launched in
India was at Indore in 2006.
Max at present, is the largest fashion brand in the Middle East, North Africa
and India, with close to 400 stores encompassing 6.7 million sq., across 17
countries including UAE, India, Saudi Arabia, Kuwait, Jordan, Bahrain, Qatar,
Oman, Turkey, Lebanon, Egypt, Yemen, Sudan, Nigeria, Libya, Tanzania and
Malaysia.
When a manufacturer gets the help of one or more middlemen to move goods
from the production place to the place of consumption, the distribution channel
is called indirect channel.
MAX uses 2 level channel. In this method a manufacturer sells the material to a
wholesaler, the wholesaler to the retailer and then the retailer to the consumer.
Here, the wholesaler after purchasing the material in large quantity from the

manufacturer sells it in small quantity to the retailer. Then the retailers make the
products available to the consumers. This medium is mainly used to sell soap, tea,
salt, cigarette, sugar, ghee etc.
IV. Promotion mix:
o Advertisements are among the most well-known sales promotion
tools, but other examples include special displays, coupons,
promotional discounts, contests and gift offers.
o Newspaper: MAX has been seen doing a good ad in newspapers.
Extensive ads have been seen by the brand during the SALE
period. Special offers and discounts on occasioncan also be seen
in the ad in paper.

ORGANIZATION MANAGEMENT:
The leadership structure followed is democratic. Every decision taken by the
store manager is taken through the participation of all the staff of the store
starting from the lowest level staff. Personal grievances are heard while
allocation of targets and the manager guides them in achieving it through
constant motivation techniques. The organization management hierarchy of
Max can be represented as follows:
STORE MANAGER
ASSISTANTSTORE
MANAGER
DEPARTMENT MANAGER
SENIORCUSTOMER
RELATIONEXECUTIVE
CUSTOMERRELATION
EXECUTIVE

SWOT ANANLYSIS OF MAX
S
STRENGTHS
W
WEAKNESSES
O
OPPORTUNITIES
T
THREATS
 Value for money
products.
 Formal wear for
men lacks
collection.
 More formal
collections can be
added to the stock.
 Pantaloons,
Westside, Shoppers
Stop, Globus,
Reliance trends and
Splash etc. are the
major competitors
of Max fashion.
 Quality goods at
economical prices.
 Women ethnic
wear is very less.
 Promotion can be
increased to
increase the
customer base.
-
 Shop is centrally
located so foot fall
even on weekdays
stays quite high.
 Although the staff
is customer
friendly, number of
available staff is
less.
 The footwear
section although
has a good
collection but has a
very low
conversion rate
which can be
increased to further
increase sells
-
 The pricing
strategy helps to
attract the youth
segment of the
society.
 During rush times
customers are
found searching for
staff in order to
find the right
product.
- -
 The shop achieves
its sales target very
easily due to large
customer base.
-
- -
 Majority of the
customers visiting
the store are
members of the
loyalty program
which is a good
sign.
- - -

SAMPLE SURVEY
Name: Age:
1. Do you shop at Max Fashion?
i. Yes
ii. No
2. Why do you prefer shopping at Max?
i. Brand name
ii. Latest fashion trends
iii. Quality
iv. Price Range
3. How often do you shop at Max?
i. Every week
ii. Every month
iii. Once in a year
iv. Occasionally
4. What is your opinion on the price of the products sold?
i. Very expensive
ii. Reasonable/affordable
iii. Low/cheap
5. What do you value most when shopping at a Max retail store?
i. Personalized experience
ii. Smart recommendations
iii. Prompt service
iv. Attractive display of products
6. What according to you is the best product category sold at Max?
i. Clothes
ii. Shoes
iii. Accessories
7. Do you agree that the staff at Max provides efficient customer service?
i. Yes
ii. No
iii. Sometimes

8. Do you think Max products always satisfies quality standards?
i. Yes
ii. No
iii. Sometimes
9. Does the store atmosphere play an important role in your purchase decisions?
i. Yes
ii. No
10. What is your age group?
i. 10-17
ii. 18-33
iii. 34-49
iv. 50-65
v. More than 65
11. Do you usually shop for Max products online or from the retail store?
i. Online
ii. Retail Store
12. What’s your gender?
i. Male
ii. Female
13. Do you visit the store when there is an offer?
i. Yes
ii. No
14. On a scale of 1-10, how would you rate your shopping experience at Max?
i. 0-4
ii. 4-7
iii. 7-10
15. How is the atmosphere of the store?
i. Good
ii. Bad

SURVEY ANALYSIS
1. Do you shop at Max fashion?
ANSWER NUMBER OF RESPONDENTS
YES 19
NO 1
95% of the respondents shop at max fashion while 5% do not.
95%
5%
Respondents who shop at Max fashion
Yes
No

2. Why do you prefer shopping at Max?
BRAND NAME 1
LATEST FASHION TRENDS 8
QUALITY 5
PRICE RANGE 6
40% of the respondents prefer latest fashiontrends, 30% prefer price
range, 25% prefer quality and 5% prefer brand name while shopping at
Max.
5%
40%
25%
30%
What do respondents prefer while shopping
at Max
Brand name
Latest fashion trends
Quality
Price range

3. How often do you shop at Max?
EVERY WEEK 0
EVERY MONTH 4
ONCE IN A YEAR 5
OCCASIONALLY 11
55% of the respondents prefer shopping occasionallyatMax, 25%
prefer once in a year, 20% prefer every month and 0% every week.
0%
20%
25%
55%
Frequency of shopping at Max
Every week
Every month
Once in a year
Occasionally

4. What is your opinion on the price of the products sold?
VERY EXPENSIVE 3
RESONABLE/AFFORDABLE 16
LOW/CHEAP 1
80% of the respondents are of the opinion that the pricing of the
products sold at Max are reasonable/affordable, 15%feelthey are very
expensive and 5% feel they are low/cheap.
15%
80%
5%
Pricing of the products at Max
Very expensive
Reasonable/affordable
Low/cheap

5. What do you value most while shopping at a Max retail store?
PERSONALIZED EXPERIENCE 3
SMART RECOMMENDATIONS 4
PROMPT SERVICE 1
ATTRACTIVE DISPLAY OF
PRODUCTS
12
60% of the respondents value the attractive display of products while
shopping at Max, 20% smart recommendations, 15%personalized
experience and 5% value prompt service.
15%
20%
5%
60%
What is valued most while shopping at Max
Personalized experience
Smart recommendations
Prompt service
Attractive display of products

6. What according to you is the best product categorysoldat Max?
CLOTHES 14
SHOES 4
ACCESSORIES 2
70% of the respondents feel that clothes is the best categorysold at
Max, 20% feelthat its shoes and 15% feelthat its accessories.
70%
20%
10%
Best product category sold at Max
Clothes
Shoes
Accessories

7. Do you agree that the staff at Max provides efficient customer
service?
YES 11
NO 0
SOMETIMES 9
55% of the respondents feel that Max provides efficient customer
service, 45%feel sometimes and 0% feel it doesn’t provide.
55%
0%
45%
Whether Max provides efficient customer
service
Yes
No
Sometimes

8. Do you think that Max products always satisfies quality standards?
YES 13
NO 2
SOMETIMES 5
65% of the respondents feel that Max always satisfies quality standards,
25% feel sometimes and 10% feel it doesn’t.
65%
10%
25%
Whether Max products always satisfies
quality satandards
Yes
No
Sometimes

9. Does the store atmosphere play an important role in your purchase
decisions?
YES 18
NO 2
90% of the respondents feel that the store atmosphere plays an
important role in purchase decisions while 10% don’t feel.
90%
10%
Whether store atmosphere plays an
important role in purchase decisions
Yes
No

10. What is your age group?
10-17 18
18-33 0
34-49 1
50-65 1
MORE THAN 65 0
90% of the respondents who took the survey belongedto the age group of 10-
17, 0% in 18-33, 5% in 34-49, 5%in 50-65 and 0% in more than 65.
90%
0%
5%
5%
0%
Age group
Ten-17
18-33
34-49
50-65
More than 65

11. Do you usually shop for Max products online or from the retail store?
ONLINE 1
REATIL STORE 19
95% of the respondents shop for Max products from the retail store and 5%
shop online.
5%
95%
Online shopping or retail store
Online
Retail store

12. What’s your gender?
MALE 4
FEMALE 16
80% of the respondents were female and 20% were male.
20%
80%
Gender
Male
Female

13. Do you visit the store when there is an offer?
YES 14
NO 6
70% of the respondents visit the store when there is an offer and 30% do
not visit.
70%
30%
Visiting the store when there is an offer
Yes
No

14. On a scale of1-10, how would you rate your shopping experience at
Max?
0-4 0
4-7 3
7-10 17
68% of the respondents rate their shopping experience at Max on a scale of
1-10 as 7-10, 32% as 4-7 and 0% as 0-4.
0%
68%
32%
Rating of shopping experience
0-4
Four-seven
Seven-ten

15. How is the atmosphere of the store?
GOOD 20
BAD 0
100%of the respondents feel that the atmosphere of the store is goodand
0% think it’s bad.
100%
0%
Atmosphere of the store
Good
Bad

CONCLUSION OF RESPONDENTS SURVEY
1. 95% of the respondents shop at max fashion while 5% do not.
2. 40% of the respondents prefer latest fashion trends, 30% prefer price range,
25% prefer quality and 5% prefer brand name while shopping at Max.
3. 55% of the respondents prefer shopping occasionally at Max, 25% prefer once
in a year, 20% prefer every month and 0% every week.
4. 80% of the respondents are of the opinion that the pricing of the products sold
at Max are reasonable/affordable, 15% feel they are very expensive and 5% feel
they are low/cheap.
5. 60% of the respondents value the attractive display of products while shopping
at Max, 20% smart recommendations, 15% personalized experience and 5%
value prompt service.
6. 70% of the respondents feel that clothes is the best category sold at Max, 20%
feel that its shoes and 15% feel that its accessories.
7. 55% of the respondents feel that Max provides efficient customer service, 45%
feel sometimes and 0% feel it doesn’tprovide.
8. 65% of the respondents feel that Max always satisfies quality standards, 25%
feel sometimes and 10% feel it doesn’t.
9. 90% of the respondents feel that the store atmosphere plays an important role in
purchase decisions while 10% don’tfeel.
10. 90% of the respondents who took the survey belonged to the age group of 10-
17, 0% in 18-33, 5% in 34-49, 5% in 50-65 and 0% in more than 65.

11. 95% of the respondents shop for Max products from the retail store and 5%
shop online.
12. 80% of the respondents were female and 20% were male.
13. 70% of the respondents visit the store when there is an offer and 30% do not
visit.
14. 68% of the respondents rate their shopping experience at Max on a scale of 1-
10 as 7-10, 32% as 4-7 and 0% as 0-4.
15. 100% of the respondents feel that the atmosphere of the store is good and 0%
think it’s bad.

INTERVIEW WITH RETAILER
At Max Fashion, Madina mall

Q1. For how long have you been working here?
Ans. I have been working here for 7 months
Q2. What is the aim of Max fashion?
Ans. To provide quality and affordable clothing.
Q3. Which of the products sold in Max fashion has the most Sales?
Ans. The most sold products are women’s wear and kid’s wear
Q4. Who are the major competitors to Max fashion?
Ans. The major competitors to max fashion are Splash, H&M, and FOREVER
21 etc.
Q5. What are the factors that attract customers to your store?
Ans. The productdisplay and colors and affordable prices
Q6. Are seasonaldiscounts offeredhere?
Ans. Yes. Discounts like summer and winter sale are offered.

CONCLUSION OF INTERVIEW WITH RETAILER
1. The retailer has been working here for 7 months.
2. The aim of Max fashion is to provide quality and affordable clothing.
3. The most sold products at max fashion are women’s wear and kid’s wear.
4. The major competitors to max fashion are Splash, H&M, and FOREVER 21
etc.
5. The productdisplay and colors and affordable prices are the factors that
attract customers towards Max stores.
6. Discounts like summer and winter sale are offered.

VISION AND MISSION
Vision:
To create a truly global brand that provides growth opportunities for the
company and its employees, whilst achieving its goal of becoming the number
one value fashion retailer across the Middle East & India.
Mission:
 Be a market leader in the field of value retailing.
 Provide fashionable products at affordable prices.
 Be innovative, costeffective and globally competitive.
 Exceed our customer’s expectations.
 Provide opportunities of growth for our employees.
Our Core Values:
 Constant focus and development on the product& value offered.
 Continuous improvement of the customer’s shopping experience.
 Commitment towards staff training & development.
 Encouraging open work culture

AWARDS
2014
 Max won One Gold and one Silver at the 3rd Asian Customer Engagement
Forum Integrated Marketing Awards, 2014. The Gold was in the 'Integrated
Marketing Campaign' category and the Silver for the 'Brand Building'
category.
 Max won the 'People's Choice Retailer of the Year' at the Retail Brilliance
Awards, 2014, by the BOC.
 Max won the 'Value Fashion Retailer of the year' at the Star Retailer Awards
2014 for excellence in retailing.
2015
 Max won the “Most Admired Retailer of the Year” – Affordable Fashion at
the Middle East retail Forum Awards, 2015.
 Max won “Images Most Admired Fashion Retailer of the Year 2015” –
Large format store chain at the Image Retail Awards.
 Max won the “Brand Excellence in the Retail Sector” and the “Marketing
Campaign of the Year” at the 6th CMO Asia Awards, 2015.
 Mr. Vasanth Kumar was awarded “The Retail Professional of the Year
2015” from CMAI, for his contribution to the growth & performance of Max
India.
2016
 At Retail Excellence Awards by CMO Asia Max won across multiple
categories. Retailer of the year – Fashion & Lifestyle
 Retail marketing campaign of the year

 Awards for Customer Loyalty Program, Effective Retail through Supply
chain, Impactful Retail Design & Visual Merchandising and the Employer of
the Year at the Ret
 Mr. Sandeep Narain was awarded the “Retail Leader of the year”
 Max won the “Marketing Campaign of the year” for the Kids Festival in
summer ’16 at the 7th CMO Asia Awards for Excellence in Branding and
Marketing held in Singapore August’16.
 Max won the Images’ “MostAdmired Retailer of the Year –Fashion &
Lifestyle” at the Images Retail Awards 2016, 2nd year in a row.
 Max won the 'JURY Award for Images’ Most Admired Fashion Retailer of
the Year – Marketing & Promotions' at the 16th Images Fashion Awards.
 Max won the “Best In-house Magazine” award of the year at the Middle
East Branding & Marketing Leadership Awards 2016 held in Dubai in
October2016
 Max won “Fashion Retailer of the year “award at the Star Retailer Awards
2016 held in Delhi on October2016.
 Max won "Asia's most promising brand" in Bangkok, by WCRC-World
Consulting and Research Corporation, 2016.
 Max was recognized by the Great Places to Work Institute as one of the
premier brands to work for. MAX received '12th Best Workplace in Asia'
and '3rd Best Retail Company to Work for in India' for 2016, in association
with Retailers Association of India.
 Max won the “Marketing Campaign of the Year Award” at the Global
Marketing Excellence Awards 2016.
2017
 Max won “Images Most Admired Retailer of the Year –Fashion & Lifestyle”
at the Images Retail Awards 2017 for the third consecutive year.
 Max was awarded “Retailer of the year –Fashion & Lifestyle” at the CMO
Asia Presents Retail Excellence Awards that was held in Singapore.
 Max was awarded “Best Retail Licensing Brand” at the INDIA LICENSING
AWARDS 2017 @ ILE 2017 Mumbai.
 Max won the award for the “Best HR initiative of the year 16-17” at the
TRRAIN retail awards 2017. Award was given to the “Know Your Values”

campaign that Max Fashion has been running at stores and regional offices
over the last year.
 Max (India) won the “Images most admired retailer of the year –Fashion &
Lifestyle” at the Images Retail Awards September, 2017. This is the 4th year
in a row Max has won this award.
 Max (India) won the “Best Loyalty program” at the Images Retail Awards
September, 2017.
 Max (India) won the “Fashion Retailer of the year” at the Franchisee India
Star Retailer awards 2017 held in Delhi on November 2017.

CORPORATE SOCIAL RESPONSIBILITY (CSR) OF MAX
1. BloodDonation Drives: Blood Donation Drives were organized at
Bangalore Corporate Office. Employees came forward in large numbers to
supportthe cause.
2. Clothes DonationDrive: As part of the Joy of Giving week, a clothes
donation drive was organized at the Bangalore Corporate office in
collaboration with the NGO, GOONJ. GOONJ is a unique resource
mobilization initiative providing clothes & other basic amenities to millions
in the far-flung villages. It turns cities wastage into a resource for rural India.
3. Go Green- An Effort to Save the Environment: Max in association with
BCIL organized Go Green day, an ecological initiative to reduce global
warming, at the Bangalore Corporateoffice. Employees participated by
planting seeds in clay balls which were then planted in and around
Bangalore, contributing to a Greener future.
4. MAX participated in the SUNFEAST MARATHON 2010:Employees
participated in the Sunfeast World 10K held in Bangalore in supportof LIFE
Trust's cause of Creative Learning. It also a good team bonding exercise
with each one of the participants going back with an experience to cherish
and a commitment to come back next year again.
5. Max Wildlife Campaign:
Max joined hands with the
Bannerghatta Biological Park,
Bangalore to promote wildlife
conservation. As part of the
initiative, Max adopted a
tigress along with carrying out
a signature campaign to spread
awareness of the same.

CONCLUSION:
 Understanding of consumer needs and the marketing mix is absolutely
essential for the functioning of a business.
 Understanding of marketing mix and appropriate retailing and
merchandising is that it allows a business to develop products orservices
to precisely reach a consumer with specific needs and wants.

BIBLIOGRAPHY:
1. https://www.maxfashion.in/in/en/about
2. https://www.slideshare.net/ThinkAsConsumer/max-retail-and-the-
marketing-involved
3. https://en.wikipedia.org/wiki/Max_Fashion
4. https://www.maxfashion.in/
5. https://www.maxfashion.com/ae/en/

Functioning of a retail store project-term 2 cbse grade 12 marketing project

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Functioning of a retail store project-term 2 cbse grade 12 marketing project

Similar to Functioning of a retail store project-term 2 cbse grade 12 marketing project (20)

Recently uploaded

Recently uploaded (20)

Functioning of a retail store project-term 2 cbse grade 12 marketing project