Mahesh Patel had several career achievements at Pantaloon Retail including consistently achieving sales targets and hosting events like fashion shows and celebrity visits. He helped launch Brand Factory, a new store in Ahmedabad, with a multi-pronged marketing strategy including print ads, hoardings, SMS blasts, and distributing branded items. The launch was successful with high footfall, conversion rates, and sales exceeding targets. Post-launch promotions like contests and weekend activities also increased sales. Learning opportunities included improving staff training and coordination between marketing and store operations.

1. Career Achievements of Mahesh Patel

2. Pantaloon Retail (I) Ltd:- Central & Brand Factory Division ( Few of my Accomplishments) Fashion Show

3. Front Façade ( SOH) SOH:- Month to month basis extra income Achievement:- Continuously achieved SOH target given by HO

4. Sharekhan Space Selling to Sharekhan on weekends

5. Celebrity visit at Mall

6. Samsung Mobile Space Selling to Samsung on weekends

7. Launch Brand Factory - Ahmedabad

8. Objective A Launch that creates a Brand Position and a direct connect to the customers of Brand Factory. A place where customers connects with Brand Factory EMOTIONALLY.

9. Demographics & Culture of Ahmedabad City is spread over 1300 sq km, having a population of apprx 51.71 lacs The ratio of male to female is, there are 886 females to every 1000 males. The city is divided into 2 parts by the river Sabarmati, The old city and the New city. Ahmedabad enjoys a thriving cultural tradition, being the centre of Gujarati cultural activities and diverse traditions of different ethnic and religious communities.

10. Location Brand Factory 10 Acre Mall Raipur – Kankaria Road Ahmedabad - 22

11. Challenges for Brand Factory Location of Brand Factory Areas surrounding the store Driving Traffic to the store

12. Launch Plan With Location (Raipur – Kankaria road in Old City) of Brand Factory being a constrain, which will affect the customer walk-ins. the launch plan is suggested to be in 2 parts. Mass Media Direct Marketing Initiative.

13. Launch Plan contd . . . . Areas to be tapped : Residential areas Vastrapur Satellite Ambavadi Vasna Maninagar Bapu Nagar SG Road Residential Complexes Ishika Towers Satyagrah Chavni Goel Towers Goel Intercity Satellite Towers Asavari Sunrise Park Commercial areas Ashram Road Mithakali Drive in Commerce char rasta.

14. Mass Media Print Media 4 pager launch ad in Ahmedabad Times and Gujarat Samachar Followed with 2 weekends of ad in Times as well as the local dailies Radio 30 sec jingle of Brand Factory IN Radio Mirchi Outdoor: Hoardings for a period of 15 days in the residential and official areas like – Ashram Road, Vastrapur, Satellite, Ambavadi, Vasna, SG road, Law Garden The suggested plan is to spend less on Mass Media and put that budget in Direct Marketing Initiatives. Print Ads Hoardings

15. Direct Marketing Initiatives Initiative 1 SMS Blast : In association with Hutch, we will send sms to all Hutch subscriber announcing the Launch of Brand Factory at 10 Acre Mall . Bill Insert : We will also have our offer booklet sent across to all HUTCH subscriber along with their Monthly Bill.

16. Direct Marketing Initiatives contd. . . Initiative 2 Corporate Gifting: In all Large set up offices of Ahmedabad, we will send gifts (Brand Factory branded MUGS) to all Mid – Management and above staff, along with the offer booklet of Brand factory. We can also send a Brand Factory branded Pepsi can of 300ml along with an offer booklet of Brand Factory.

17. Direct Marketing Initiatives contd. . . Initiative 3 Road Show: We will have a canter with Brand Factory branding on it, and the canter will go to colleges and youth hang out places and will have interactive games and also give out gifts and offer booklets of Brand Factory

18. Direct Marketing Initiatives contd. . . Initiative 4 Distribution of co-branded Milk Pouches: In all major Residential complexes we will get ½ liter milk pouches delivered along with an Offer booklet of Brand Factory.

19. Direct Marketing Initiatives contd. . . Initiative 5 Distribution of Co-branded cool drinks: We will have co-branded tetra Packs of cool drinks, distributed at the major junctions in the city, along with an Offer Booklet

20. Direct Marketing Initiatives contd. . . Initiative 6 Ticket Size Promo: On purchase of Rs. 2999/- get a designer watch absolutely free. On purchase of Rs. 4999/- and above we will give a Rs. 500/- gift voucher of Brand Factory, redeemable on their second purchase .

21. Brand Factory Launch

22. Few Of More Activity Biker Rally on Launch Evening Launch Offer with Amul Milk Water Bottle distribution at Amusement Park

24. Marketing Learning Launch Activities : Hoardings: 16 sites (8 sites for the period of 15 Days ) Milk Distribution: Well appreciated talk of the town. Water Distribution: Well appreciated talk of the town. Radio Campaign: If we could have linked with the RJ mention we would have got more response. Print ad Campaign: Bhaskar was missing from the entire campaign Flyers: can give good result in target area. Business Parameters:- Footfall:- 17000 Conv.:- 11% Sales:- 26.7 Lacs ( Over Achieved the Launch day target

25. Live concert of Dewang Patel

26. Shop & Drive Offer Winner

27. Big Time Promotion Shop & Drive Shop & Drive – 14 th Apr to 31 th May Coupon Sold : 001001 to 006999 (5999) Rs. 2000 & above sales during Shop & Drive Promotion : 13,212,879 Total Sales during the promotion : 23,913,376 7% Rise in the sale after Promotion vs. Before Promo Analysis of Shop & Drive Duration – Sale 9th March to 13th Apr. – 36 days 16,766,671 14th Apr. to 31st Apr. – 48 days 23,913,376 Variance ( Rise in the Sale after Promotion basis on 36 Days ) 7%

28. War of DJs & Talent Hunt

29. Model Hunt

30. Talent Hunt

31. Marketing Learning Out store Activities – Events War of Dj - Talent Hunt - Model Hunt No Event Date No. of participants No. of Audience 1 War of DJ 19-20th May 17 22000 2 Talent Hunt 26-27th May 48 18000 3 Model Hunt 2nd - 3rd June 108 17000 57000 Footfall Bill Covn. Acm Sale Bfr Events 3 weekends 20773 3219 15% 1200 3,772,069 During Events 3 Weekends 26466 3660 16% 1155 4,439,596 Variance 22% 12% 7% -4% 15%

32. Promotions Star & Sitara

33. Promotions F 123 – galaxy Free Video game worth Rs. 40/- at 123 the play zone FREE

34. Promotions Spoon Shop worth Rs.1000 and get one Masala Dosa Free at Spoon

35. Weekend Activities DJ

36. Weekend Activities Tattoo

37. Weekend Activities Portrait Making

38. Weekend Activities Who is next …

39. Weekend Activities I am also waiting …

40. Weekend Activities Numerology & Palmist

41. Weekend Activities Please Help me …

42. Weekend Activities Family show …

43. Marketing Learning Instore Activities: Dj Evening inside store Palmist Portrait making Puppet Shaw Magic Show Cartoon Characters Tattoo

44. Marketing Learning Cross Promotions: Star & Sitara: F123 Spoon Learning: Value addition helps to create bonding with customer. Invitation to prime club’s Member : 15,000 data of Rajpath & Kanavathi Club We sent Invitation card to all member which gave Rs. 100. Discount on purchase of above Rs. 500. Result : We got 23 member in the store with discounted invitation card for shopping. It was a flop show,

45. VM Learning Communications between marketing and VM. Understanding & implementing the campaign Communication with the floor staff Merchandising display in tune with marketing campaign Constant Observation & improvement Store directory at the entrance Connect between main floor & youth floor. Instore signages should be in synergy. Constant hammering to the customer in the store. Entire VM display should be changed every week to give a fresh look to repeated customers.

46. Operations effectiveness CSD & Team Member need more training & improvement in terms of approach to customer,. Slow and insufficient Staff in billing. Some of the floor staff is not aware of running offer in the store. Greeting and smiling to customer before approaching. Motivational program has started to boost them confidence. MC’s role is important. Juke Box should play latest songs Instore security specially on Sunday. Team work is required for the Marketing efforts from operational staff. Customer escorts for the shopping.

47. EOSS

48. Challenges faced & Learning from EOSS

49. Learning's Teamwork: High team spirit & enthusiasm observed from all team members Motivation: Continuous motivation of breaking the records was the theme and was understood and rolled out very well by operations team Celebration: We organized award the war Hero and each member was welcomed to store with “Tilak & Aarti” which implies our core value of INDIANESS and was congratulated with Rose and sweets Rewrite Rules, Retain Values: We followed this and extended store timings according to the flow of customers and increase business

50. Manpower Planning: Floating staff, part-time employees Cluster Forming: This resulted in focusing on small brands as well and to improve overall sales and maintain the brand sales Marketing: Quality of Bag was concern as it was not strong enough to hold more than 2 garments Emceeing could have been done with most exciting manner and fun filled activities or interactive activities rather than announcements Learning's

51. Challenges Parking/Traffic Management Discount structure & Barcode problems Manpower constraint Stocks not received in time/no proper mix of sizes Complicated schemes leading high rate of Exchanges Facilities-Power supply

52. Shortcomings VM: Shortage of Acrylic’s, Signage's, shelf-talkers and there was no EOSS specific supply of VM items. We could have done a small pamphlet communicating preview of offers & floor directory. Facilities: There was power cut problem & AC problem during weekends. AC supply was not adequate for the kind of walk-ins what we had. Administration/Infrastructure: Lack of parking space, and lack of hygiene due to shortage of housekeeping manpower during EOSS. Supply of additional security/housekeeping/ Hamali’s was not fulfiling the requirements of EOSS IT: Discount updating & barcode issues, Discount headers and varying discounts especially on weekends (created separate headers on weekends which was major issue) Warehouse : Shortage of Hamali’s and repeat stock s without right mix of sizes HR: Shortage of manpower supply CSD: Exchange could have been stopped completely during EOSS.Exchange was crucial due to complicated discounts like buy 1 get1 free, buy 2 get 3 free

53. Areas of Improvement We can have back up agency or hire Valet Drivers during EOSS Freeze and standardize the schemes & store Layout which was fluctuating till last moment Assign Additional Responsibilities to all managers which defines their role during EOSS Preventive maintenance (DC Generator-Can be hired based on ROI analysis, AC was controlled due to power cut which was causing inconvenience to shoppers) Maximize efficiency. Cross training of staff: Provide EOSS action plan training to all staff which makes everybody to understand the importance of it & see a large picture Streamlining Processes: Streamline & announce the process owners which has proper control on all operations

54. Spencer’s Retail Ltd ( Few of my Accomplishment) Hyper Launch at Ahmedabad

55. TV star visit Activities Abhar divas Promo: Fun republic store visited by Indrani Halder. She is leading actress of Sujata Serial telecast on Sony TV.

56. SOH through New Concept on west Region Client:- Whirlpoool Stores:- 4 hyper and 40 Super market ( West Zone) SOH Revenue:- 13.5 Lacs Duration:- 3 Month

57. Launch Plan VADODARA HYPER

58. Why? Awareness – about the store as one stop destination for all the needs of a customer i.e. shop, eat & celebrate To create hype and excitement. Quality footfalls

59. Pre Launch Launch Day Post Launch

60. Pre Launch PR Campaign Outdoors Subscription Drive Supplier Gift Vouchers Other Locations Visibility SMS campaign Direct Mailers Invites to HNI’s / Suppliers for Preview

61. Pre Launch PR Campaign Ensure that the media talks about the opening of the Biggest Hyper in the city. Interviews of top management team. First article has already come in Sandesh – Largest circulating daily in Vadodara. Regular articles will come in Sandesh Gujrat Samachar Divya Bhaskar TOI

62. Pre Launch Outdoors 20 Hoardings in the city. Locations shortlisted. Waiting for a go ahead. Covering the entire span of the city. Teaser campaign to start 15 days before the launch date (7 th Feb). Creatives to be changed one night before the launch.

63. Pre Launch Subscription Drive Similar to pre launch subscription drive of Dainik Bhaskar. CSA’s to go around the city with loyalty cards. Offer customers a chance to enroll for loyalty card free of charge (It will be available on certain minimum purchase later). Customer fills up the enrolment form and collects a loyalty card. Customer can claim a free gift by visiting the store within three days of the launch and showing his loyalty card. Will help us to have a database on the day of the launch itself.

64. Pre Launch Supplier Gift Vouchers Gift vouchers to be given to key suppliers. Gift voucher of Rs 100/- redeemable on minimum purchase of Rs 1000/- Expected response from Suppliers – “The store looks good, let me get my family / friends / relatives to have a look at the store” No Limit on number of vouchers for a particular supplier, however one voucher valid for single purchase only.

65. Pre Launch Other locations visibility Wherever our target customer goes, he will come across a communication from Spencer’s. The communication about “Vadodara’s Largest Hyper” will be present in – (15 days before launch) All Spencer’s Dailies Polo Club Alkapuri Gymkhana VLCC Kaya Skin Clinic INOX – Tie up done PVR – Tie up done Chandan Multiplex McDonald's outlets Restaurants (Parathas – Done, Arabian Nights – Done)

66. Pre Launch Invites to HNI’s for a Preview (Direct Mailer - Offer based) Direct Mailer would be sent to customers of Club Mahindra – Tie up done Kaya Skin Clinic Polo Club Alkapuri Gymkhana VLCC Kotak Mahindra Bank – Tie up done ABN Amro Bank – Tie up done Yes Bank – Tie up Done Axis Bank Asking them to come and have a look at the store 1 day before the launch. To be sent a week before the launch. These customers to be given a gift voucher when they visit the store

67. Pre Launch SMS Campaign SMS to all Vodafone users (Post paid) in the city. Approximately 1 lac users. – Tie up done SMS to have an offer for the customer. In talks with Airtel, Idea and Reliance for same activity.

68. Launch Store Opening PWP Offer Roadshow / Motorbike rally Press ad Radio Press Conference “ Buggies” Banners Outdoor Campaign continues

69. Launch Store Opening The store to be decorated for opening. Traditional opening with “Samay” and Rangoli. Bursting of Crackers Kachhi Ghodi Dance Live Band Artists would be present for three days post launch Tattoo Artist Mehndi Artist Carricature Artist Others artists To be covered live by local cable TV.

70. Launch Press Conference Press Conference to be conducted. SG to attend(??) Venue – Either Store / Hotel To announce to the city that the Biggest Hyper has opened. All the local Newspapers, Magazines, cable TV, periodicals would be invited. Press to be given a guided tour of the city.

71. Launch Road Show / Motorbike rally Road Shows: To Cover Road by Road/ Building by Building/ College by College. BIG Rally in the city; 08 inflatable Spencer’s mascots – To be checked. 20 people Motorcycle rally in the city .

72. Launch Press Ad Launch ad in leading newspapers – Sandesh, Gujrat Samachar and Divya Bhaskar. Innovative placing / Jacket cover. Launch offer (PWP) to be highlighted. Radio Spots on Radio Mirchi and Big FM RJ Station in the store, Live. Cable TV Ad Scroll in local cable television

73. Launch Buggies Canters are not allowed in Vadodara, hence small buggies to be used at busy junctions. 2-3 Buggies put together creates a train like effect ensuring good visibility. 10 such buggies to go around the city during the launch period. Banners and Pole Kiosks Banners to be put up across the city announcing the opening of the store. Pole Kiosks at important roads.

74. Post Launch PR Activities Insert Campaign Outdoor Campaign Continues

75. Post Launch PR Activities Section specific stories in local press.

76. Post Launch Insert Campaign Inserts to happen at regular intervals (1 per week) for first three weeks. Drawing sheet insert – Colour it and Drop at Spencer’s and win prizes Recipe Inserts – Theme based recipes. Drop at Spencer’s and the top three recipes win a prize. Treasure Hunt inserts. First clue in the insert. Get the insert to the store and play treasure hunt.

77. Post Launch Outdoor Campaign Outdoor campaign continues – Till one month after the launch. Post this, 10 sites to be retained on a long term basis. Radio Radio Spots to continue till one month after the launch

78. Post Launch Theme based campaigns February – Valentines March – Staples Mela April – Garments May – Summer Mela

79. Baroda Hyper Launch

80. Vadodara Hyper Launch

81. In-store Activities during launch

82. Overwhelming Response from Barodian Spencer’s Hyper got 68000 footfall on first 3 days of Launch Total Sale:- 1.25 crore ( Target:- 96 lacs) It was one of best launch ever in Spencer's retail history. Customers stood for almost an hour to get entry in the store.

87. We did week to week basis category wise events to create the hype and get the footfall Footfall increased 7% week to week basis ABV increased by 10%

89. Reliance BIG Entertainment( BIGFlix) (Few of my Accomplishments) Live on 93.5 S F.M What is BIGFLIX?

90. Winner - Saturday Winning One month Free Subscription.

91. Registration Desk BIG Cookery Carnival

92. 28, 29 & 30th August Moracha Against Piracy - 3 days Special Coverage by CNBC Awaaj

93. Moracha against Piracy

94. Emphasizing BIGFlix over the Piracy Market Sir, we have original CD & UNLIMITED Movie plan. Piracy owner selling his CD and BIGFlix team explaining the plan of unlimited Movie to Customers

95. RWA Activity

96. Times Ahmedabad Festival Kailash Kher Live Concert This is a great achievement as Kailash kher Live concert tickets were earlier being distributed through the outlets of Planet-M, CCD and Crossword. These have now been replaced by BIGFlix. Times Print Ad pure mention that the tickets will be available at “BIGFlix outlets” without giving any address details of the outlets shows that we are a known brand and we proved it right by giving away 3000 tickets in just 4 days from all the 6 outlets. We got more than 950 fresh Footfall at the Stores We have also used this tool to get back inactive customers by sending SMS to all inactive and cancelled customers. The tickets were also given to existing customers and were home delivered through the delivery boys for the online customers. I hope it will speak values in exceeding customer expectations. Print Ad: 4

99. Objective:- To Create hype at the store by calling such as celebrity like RJ Devaki and getting good Footfall. Brief about the Activity:- Radio one is doing an activity “Thanks God! Its Friday” on every Friday where they are going to different hang out area and playing different game with the mass. BIGFlix is a partner for this activity. Radio one will do this activity at all the BIGFlix Stores. About the RJs:- RJ Devaki of Radio one is unarguably the most popular RJ of Ahmedabad - with her inherent charm and honesty helping her enter the hearts of most of the listeners of radio in the city. Thank God! Its Friday

100. RJs Devaki and Mishkka Let’s Rock BIGFlix Let’s Rock BIGFlix

101. Different Game with Customers Interaction and Different Game with Customers Expected Crowd:- 100 people Crowd:- 300 people Note:- it was one of the best OB activity in Ahmedabad. We got more crowd than what we expected.

102. Winner Prize Sponsor:- Radio One Winner:- 25 Customer Radio one RJs played different game and they gave away 25 Gift Hampers to our Customers. Footfall increased considerably and it was the only store to achieve 103% target for the month of April.

103. We Know, what you can do this summer Offer:- We know what you can do this summer Offer For:- New Customers and Renewal on 6M and 12 M Plans only Duration: till 31 st May Objective:- to acquired members for the higher level plan from 1month and 6 months. Vouchers:- Couple Movie Tickets, Travelport holiday and VLCC

104. We Know, what you can do this summer

105. Ghoomne Chale offer insert for Post Paid customers of RCOMM. Offer:- Ghoomne Chale offer Offer Only for Reliance Post paid and Data Card customers of Ahmedabad and Gandhinagar Target Clientele:- 60,000 Duration: till 31 st May Objective:- to promote and acquired Reliance mobile and data card customers by giving special offer to them. About the Activity:- we design the special offer for the reliance mobile and data card customer. We have inserted 60000 leaflets. BIGFlix will reach to 60000 touch point by this activity.

106. Ghoomne Chale offer insert for Post Paid customers of RCOMM.

107. Kotak Mahindra Bank HNI Customer Offer Offer:- 15% Off on Qtrly Subscription Offer For:- KMB HNI Customers offer Duration: till 31 st May Objective:- to reach the HNI Clients of KMB and get acquisition. About the Activity:- Kotak Mahindra Bank is doing affinity booklet for their (5000) HNI customers. There would be different outlet where KMB HNI customer will get privilege than other customers at selective Outlet.

108. Kotak Mahindra Bank HNI Customer Offer

109. Recreating the Number Magic in Ahmedabad, Chennai & Mumbai Mirror Full housie Prominent logo in sponsor panel in 44 print ads Ahmedabad, 48 Ads in Chennai & 65 Ads in Mumbai Mirror Housie Product shot in all live event print communication Exclusive ads on weekends before live events Editorial mention and photo-led coverage Strong branding and Product display at all six live events Frequent MC mention of sponsor during the event

110. Print Ads

112. Thank You