The document discusses a study conducted on the impact of location on business and promotional tactics at the GAP store located in Ambience Mall in Vasant Kunj, Delhi. Some key findings from the study include: - The majority of customers at the GAP store are male aged 18-34 years old. - Customers typically spend 1-3 hours shopping at Ambience Mall. - The GAP store at Ambience Mall is conveniently located and is one of the most popular GAP store locations in Delhi. - Recommendations to the company include improving communication with customers, ensuring proper implementation of planograms, and incentivizing salespeople to boost sales.

1. IMPACT OF LOCATION ON BUSINESS & PROMOTIONAL
TACTICS AT ARVIND BRANDS LTD. (GAP STORE),
AMBIENCE MALL, VASANT KUNJ
Name of Student : Mukesh Kumar
Roll No : 30
Faculty Mentor : Dr. Asheesh Pandey
Associate Professor
1

2. INDUSTRY /COMPANY BACKGROUND
- Indian Retail Industry is largest among all the industry, contributing 11% to GDP.
- Indian Sub-Continent is the largest manufacturer of Garments after China.
- Garment Industry is major importance to Indian Economy as it contributes to Export Earnings.
- Garment Industry contributes 4% to the GDP.
-Top leading players –PANTALOONS, SHOPPERS STOP, ARVIND BRAND, WILLS LIFESTYLE
etc.
- Arvind group is flagship Co. of LAL BHAI Group, is one the of the largest textile apparel and
branded apparel players in the India
- Today, they not only retail their own brands like Flying Machine, Newport and Excalibur but also
licensed international brands like Arrow, US Polo Association, Izod and Tommy Hilfiger, GAP through
the nationwide retail network.
2

3. COMPANY PROFILE
3
 The Gap, Inc. Is an American clothing and accessories retail based in San Francisco,
California and founded in 1969 by Donal G.Fisher and Doris F.Fisher.
 The company has five primary brands: GAP , Banana Republic, Old Navy, Piper lime
and Athleta.
 Gap, Inc. Remains the largest specialty apparel retail in the U.S.
 1,700 company-operated and franchise retail locations around the world and expanded
online presence to around more than 70 countries.
 Online Store opened at 1998.
 Company Mission: Our definition of success: Offering amazing products across our
portfolio of brands that customers can’t live without.
 STOCK CATEGORIES –: Women, Men, Girls, Boys, Toddler girl, Toddler boy, Baby

4. STORE LOCATIONS IN INDIA
4

5. 5
JOURNEY OF GAP

6. PROJECT OBJECTIVES
THE PROJECT WORKS ON THE FOLLOWING OBJECTIVES –
 To analyze the feasibility of the current retail location.
 To know the promotional tactics used by retail house.
 To understand the customer satisfaction level in the retail store.
6

7. WORK ASSIGNED/PROJECT METHODOLOGY
Research Design:
Descriptive and Comparative research design is used because; it is the act of observing and describing
plus comparing two or more things with a view to discovering something about one or all of the things
being compared. This technique often utilizes multiple disciplines in one study.
Data Collection
Primary Data:
This information’s are collected directly form the source by mean of field studies
(Questionnaire)
Secondary data:
The data collected for the industry and description is secondary in nature, the matter has been taken from
different websites, magazines etc
Tools of Analysis:
The tool of analysis used is Microsoft office, the daily sales report was made in Microsoft excel and
analysis is done accordingly.
7

8. 8
DATA ANALYSIS

9. 9

10. OTHER FINDINGS
10
AS PER THE ANALYSIS COUNDUCTED :-
 Gap store Ambience mall VK is mostly popular among male shoppers,
 The majority customer segment of GAP store Ambience mall VK is of the age group 18 to 34
 Shoppers at Ambience mall VK spend 1 to 3 hours on an average in malls.
 Among all the GAP stores in Delhi shoppers mostly prefer the store at Ambience mall VK,
 GAP store Ambience mall VK is convenient for the majority of shoppers coming to this mall,
 Among all the four malls present at Vasant Kunj Ambience is next only to DLF,
 The major reason given by shoppers for preferring DLF over Ambience is the amenities
provided at DLF.

11. RECOMMENDATIONS TO COMPANY & LEARNINGS
 Finding out new ways of communicating the customers, like sending of sms about the
new stock, various offer etc.
 One more improvement that Retail stores can make is to implement the planogram
properly. This would make the operations much easier for the employees.
 It has been observed that many customers usually prefer to buy either with friends or with
their families and these people influence their buying decisions. So it necessary to have a
strategy in order to impress the influencer.
 The sizes should be available on time, as when demanded by the customers, this may
reduce the loss on sales.
 Incentive plans should be launched for the salesperson, in order to boost up their capacity
of selling more and more and achieving the target there on time.
 More strategy should be adopted not only to maintain their fast moving category, but also
boost up the sales of other two category’s such that they may contribute equally to sales.
 They have to conduct some counselling sessions who are not reaching their targets.
11

12. REFERENCES
12
 Andrew Collins,”(2007) Competitive Retail Marketing Dynamic Strategies for Winning and Keeping
Customers”, McGraw-Hill,2007
 Arjun Swarup,” (2007) India’s Retail Revolution”, Blog Globaleconomydeos matter, March, 2007.
 Arpita Mukherjee (2006), “FDI in retail Sector: India “, Academic foundation, 2006
 Achabal, Dale D., (2005). Issues and Perspectives on Retail Productivity. Journal of Retailing, 60 (fall):
pp.107-127.
 Bal H., Örkcü H. H. (2005). Combining the Discriminate Analysis and the Data Envelopment Analysis
in View of Multiple Criteria Decision Making: A New Model. Journal of Science, Gazi University,
Vol. 3, No 18, pp. 355-364.
 Charles M Edwars, Roselle A Brown (2006),” Retail Advertising and Sales Promotion”, 2006.

13. 13