Trapti Khandelwal BBA 3rd Year

1
A
Project report on
Marketing in Home Furnishing Retail
Submitted to
Dezyne E‘Cole College
By
Trapti Khandelwal
Towards the partial fulfilment of 3rd
yr in
Bachelor of Business Administration.
DEZYNE E‘COLE COLLEGE
106/10, Civil line, Ajmer – 305001

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FUTURE RETAIL
LTD. COMPANY
TRAPTI KHNADELWAL,
Bachelor of Business Administration
DezyneE‘cole College
www.dezynecole.com

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GRADE-SHEET
Dezyne E‘cole College
106/10, Civil lines,
Ajmer,305601 (Raj.)
Tel no. 0145-2624679
This project report of Miss Trapti Khandelwal of Bachelor of
Business Administration 3rd
year.
Thanking you
Principal

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ACKNOWLEDGMENT
I would like to express my gratitude towards FUTURE GROUP for
giving me an opportunity to work as a summer intern for the
duration of one and half month as a part of training of over course. I
express my gratitude to all those who initiated and help me in the
successful competition of this project.
I express my sincere gratitude to Mr. TARUN SHARMA and our
faculty guide Miss. NEHA BAGGA for supporting us during the
project work.
I also take this opportunity to express my indebtedness to Mrs.
VINITA MATHUR principal ―Dezyne E‘cole College‖, Ajmer for her
cooperation and affectionate encouragement. I also thank to my all
faculty members for their suggestion and advice.
Also I am thankful to my parents and family members who are my
constant source of inspiration in every field of life and due to them I
am whatever, I am today.
Thanking you
With regards
Trapti Khandelwal

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SYNOPSIS
This project was undertaken as my summer internship at ―future
retail Ltd.― during the internship period of 45 days. I worked on the
topic ―marketing in home furnishing retail‖.
This project is actually focusing on brand promotion, canopy
program, door-to-door marketing of decor
This Project was undertaken as my summer internship at future
Retail {HOME TOWN} during the internship period of 45 days I work
on the topic consumer behaviour and customer engagement.
The reason I choose to do my internship Delhi is because I wanted
to benefit from the experience. I wanted a new challenge. I wanted
to do my internship Delhi to experience the business world and to
learning, improve and develop new sets of skills.
One of my main goals is to improve my English. Another goal is to
Improve Knowledge about Market. This is why I choose to follow my
internship Delhi to learn and develop new sets of skills and to
experience working Delhi.
In this internship report I will describe my experiences during my
internship period. The internship report contains an overview of the
internship company and the activities, tasks and projects that I
have worked on during my internship. Writing this report, I also will
describe and reflect my learning objects and personal goals that I
have set during my internship period.

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Trapti Khandelwal
Management student
Profile
To be a successful manager we need
to focus on the way of communication
and all aspects of human behaviour. I
thank DezyneE‘cole College to make
me a skilled person and make me
ready for the industry.
Skill
 Confidence & innovative
 Ambitious, hard working,
energetic and well disciplined
 Positive thinking, self-motivated
and flexible
Interest
 Music and Dance
 Reading poetry
 Playing outdoor games
Language
 English
 Hindi
Experiences
 Internship at hometown, Delhi
 Doing projects, presentation at
college
 Participating in debate, and group
discussions.
Email
id:Dezyneecole@gmai.com
Website:
www.dezyneecole.com
Phone: 0145-2624679
Education
Bachelor‘s of Business
Administrative (BBA)
Dezyne E‘ Cole College, Ajmer
(2014-2017)
12th
from kendriyavidyala,
Nasirabad
(2013-2014)
10th
from KendriyaVidyala,
Nasirabad
(2011-2012)

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CONTENT
Chapter-1
 INTRODUCTION OF MANAGEMENT
 INTRODUCTION OF PROJECT
 COMPANY AND ITS OUTLETS
Chapter-2
 PROJECT STUDY
 NEED OF STUDY
 MARKET STRATEGY
 TOOLS USED WHILE STUDY
Chapter-3
 PROJECT ANALYSIS
 TRADITIONAL & MODERN MARKETING
 DIRECT SELLING
 MARKETING MIX
 DECOR DEPARTMENT OF HOMETOWN
 WORK OF INTERNSHIP
Chapter-4
 SWOT ANALYSIS
 RECOMMENDATION
 FACTS AND FINDINGS
 LIMITATIONS
 CONCLUSION
 BIBLIOGRAPHY

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CHAPTER – 1
 INTRODUCTION OF MANAGEMENT
 INTRODUCTION OF PROJECT
 COMPANY AND ITS OULETS

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Introduction of Management Field
As per the studying criteria of three years of bachelors degree of
management field every student has to undergo a practical training
of45 days. According to the interest of the student the training is a
vocational training in the organization to learn more about the
working scenario of an organization and a project by the person
whom one is posted during the training period. I had undergo a
practical from Future Group, Hometown.
In the present scenario the practical training is an essential part of
management stream. It helps an individual to visualize the
management practices in the theoretical aspects in which we have
learnt Business Communication, sales and Salesmanship, Purchase
Management, Business Research, Quality Management etc.
After the completion of training period every student have to make a
training report to showcase my work, which I had done in an
organization in my training period. The project report contain the
chapters likewise, Company profile, marketing etc.
This project work is based on the above subjects whom we learn in
our three year degree program.
A project report is divided into two major parts the first is Primary
parts which gives a brief study about Company profile, Product
Classification etc.
The second part is Secondary Part which gives a brief study about
Research Tools, Market Study, Objectives of Study, and Introduction
of management etc.
These are the aspects which I have discussed in my internship
project work at Future Group, Hometown in Noida for 45 days.
This is the annual report which presents the aspects of the
practical training taken by me. The criteria on which I had
undertaken my training and present my project work is ―Marketing
in Home Furnishing Retail‖ for understanding the efficient and
better functioning of the organizations and for taking an practical
knowledge about the effective working of the organization to
enhance and boost up my skill set.

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Introduction of Project
At the end of second year, student is expected to learn on the job by
way of association with a business organisation. The student will
undergo a part-time on the job training under the close supervision
of a supervisor in the business organisation for the period of 45
working days. This training should help students develop a
perspective of wholesome management of business activities. This
would enable us to appreciate the importance of different business
activities and see how different business activities are interrelated.
As per syllabus of the three-year degree of master of Business
Administration very student has to undergo a practical training in of
45 days in his /her field of interest.
This training is a vocational Training in the organization to learn
more about the organization and a project by the person under
whom one is posted during the period. I underwent practical at
hometown, future retail, in Noida.
Practical training is an essential Part of management Studies as it
helps one to visualize the management Practices in the theoretical
aspects of which we have the learnt in the classroom.
The report is an attempt to presents some aspects of the practical
training taken by me. My project is on ―marketing in home furnishing
retail‖. The interest field of my project is ―marketing‖.
The topic provided to us by Future retail in Home Furnishing wing is
that ―we were suppose to device methodology for coming up with
better ideas for thinking innovative marketing techniques for
promoting a brand which is already extent in the market.
We are taking internship for 45 days (26 Jan 2016 to 10 Mar 2016) at
hometown, the great India palace mall, S-18, Noida- 201301 U.P.

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Company Profile And Its Products & outlets
I complete my internship at future retail ltd. company which is a
part of future group.
Future group of company is a private retailing industry which is
founded by C.E.O. Mr. Kishore biyani. Future Retail ltd. Company is
one of the operating companies of future group.
Future group is an Indian private conglomerate, headquarter in
Mumbai. The company is known for having a significant prominence
in India retail and fashion sector, with popular supermarket chains

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like big bazaar, and food bazaar, life style stores like brand factory,
central etc and also for having notable presence in integrated foods
and FMCG manufacturing sectors.
A new normal is being defined in the Indian consumer market every
day. With far-reaching socio-economic changes that India has
undergone in the last decade. The drivers in urban and rural India

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are maturing fast.
With a growth strategy is tempered with localization and an
inclusive business model. Future group is the only pure play local
retailer poised to lead India‘s consumption story with sustainable
value creation.
Retail is the core business activity of future group, but group‘s
subsidiaries are present in consumer, insurances, brand
development, real estate development, retail media and logistics. It
is a corporate group and nearly all of its businesses are managed
through its various operating companies based on the target
sectors. Net income is 960.18 croresrupees (US$150million) as of
march 2013.
Future Lifestyle Fashion Ltd and Future Consumer Enterprise Ltd,
and each major division are headed by a president or vice president.
And the power lies in middle management. For e.g. retail division‘s
president or vice president has fully authority to take decision for
retail division and they are also responsible for performance. Future
group can be represented as a set of ―little companies‖. And each
division can be organized into functional groups, with high division
of labour, high formalization and centralized authority in the division
managers.
Future retail is the flagship company of future group, India‘s retail
pioneer catering to the entire Indian consumption space. Through
multiple retail formats, we connect a diverse and passionate
community of Indian
buyers, seller and
businesses.
As modern retail drives
fresh demand and
consumption in new
categories, our strategy
is based on a deep
understanding of Indian
consumers the products
they want, and making

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these products available in every city in every store format. We are
in line with our broad objective of being a catalyst in India‘s
consumption led – growth and being a positive agent of change in
the communities we serve.
The collective impact on business is staggering over 330 million
customers walk into our stores each year and choose products and
services supplied by over 30000 small, medium and large
entrepreneurs and manufactures from across India. The number is
set to grow.
On may 2012, future group announced 50.1% stake sale of its
fashion chain pantaloons to Aditya Birla group in order to reduce its
debt of around ₹80 billion (us$1.2 billion). To do so, pantaloons
fashion segment was demerged from pantaloons retail India ltd; the
latter was then merged to another subsidiary future value retail ltd
and rechristened future retail ltd. And future net income is Rs
960.81 cr in March 2013.
Future Group is a corporate group and nearly all of its businesses
are managed through its various operating companies based on the
target sectors. For e.g., retail supermarket/hypermarket chains Big
Bazaar, FBB, Food Bazaar, Food Hall, Hometown etc. are operated
through its retail hand, Future Retail Ltd, while its fashion outlets
Brand Factory, Central, Planet Sports etc. are operated via another
of its subsidiaries.
Future Lifestyle Fashions, with these many fashion outlets and
supermarket, the group also promotes respectively, its fashion
brands like Indigo Nation, Spalding, Lombard, Bare etc., and FMCGs
like Tasty Treat, Fresh & Pure, Clean Mate, Ektaa, Premium Harvest,
such as etc. It also has operating companies to cater specifically to
internal financial matters and consulting within its group of
companies.
Future Learning offers
• Organisational Solutions through Future Lead
• Higher Education through Future Innoversity
• Skill development through Future Sharp

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Future Group understands the soul of Indian consumers. As one of
India‘s retail pioneers with multiple retail formats, Company
connect a diverse and passionate community of Indian buyers,
sellers and businesses. The collective impact on business is
staggering: Around 300 million customers walk into Company stores
each year and choose products and services supplied by over
30,000 small, medium and large entrepreneurs and manufacturers
from across India. And this number is set to grow.
Future Group employs 36,000 people directly from every section of
Company society. Company source Company supplies from
enterprises across the country, creating fresh employment,
impacting livelihoods, empowering local communities and fostering
mutual growth.Company believe in the ‗Indian dream‘ and have
aligned Company business practices to Company larger objective of
being a premier catalyst in India‘s consumption-led growth story.
Working towards this end, Company are ushering positive socio-
economic changes in communities to help the Indian dream fly high
and the ‗Sone Ki Chidiya‘ soars once again. This approach
remainsembedded in Company ethos even as Company rapidly
expand Company footprints deeper into India.
Future Group was conceived as a force to drive domestic
consumption and capture every addressable need of Indian
consumers. Future Group addresses opportunities in the education,

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Learning and skill development space through Future Learning‘s
three unique lines of business which leverage the Group
understands of the consumer-centric business.
In 2008, Future Group established Future Learning whose unique
strength lies in its rich experience in the learning and development
domain, especially across the retail industry. Future Learning‘s
three focused lines of business are Future Lead, Future Innoversity
and Future Sharp. Climate change is one of the greatest challenges
facing the world today. Future Group strives to reduce
environmental impact and optimize energy consumption in its stores
and strengthen green considerations in logistics operations.
Company Endeavour is to promote eco-friendly products and raise
awareness on environmental issues both internally and externally.
As part of Company sustainable-development initiatives, Company
have made a commitment to care for the environment. Through
Company commitment, Company look to make a significant positive
impact on the ecology and surroundings in which Company
operates. Through investment and innovation Company are leading
the way in providing a greener way to do business.
At Future Group, corporate social responsibility, inclusive growth
and sustainability are at the core of Company strategy and business
practices. This reflects in Company commitment to the community,
environment and to every stakeholder in building a stronger
foundation for Company long-term, sustainable growth. Future
Group offers new ways of thinking about retail and consumerism in
India. Company believe Retail must take the lead in renewing
Company economic growth trajectory. Leveraging the experience
and insights gained in pioneering retail in India, Company have
developed a deeper understanding of the evolution of modern Indian
retail and its role in driving sustainable economic growth.
Future retail and future lifestyle fashions, two operating companies
of future group are among the top retail companies listed in BSE
with respect to assetsand in NSE with respect to market
capitalization.

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As India‘s leading retailer, future retail inspires trust through
innovation offerings, quality products and affordable prices that
help customers achieve a better quality of life every day. We serve
customers in more than 240 cities across the country through over
11 million square feet of retail space.
We operate multiple retail formats in both the hypermarket,
supermarket and home segments of the Indian consumer make
includes.

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As modern retail drives
fresh demand and
consumption in new
categories, their
strategy is based on a
deep understanding of
Indian consumers the
products they want,
and making these
products available in every city in every store format. We are in line
with our broad objective of being a catalyst in India‘s consumption-
led growth and being a positive agent of change in the communities
we serve.
Future retail makes every effort to delight its customers, tailoring
store formats to changing Indian lifestyles and adopting products
and services to their desires.
We operate some of India‘s most popular hypermarket and home
solutions retail formats. Across value and lifestyle segments, our
multi-format retail strategy caters to various consumption needs of
a wide cross-section of Indian consumers.
Our business is well capitalized to propel pure retail growth
momentum. We believe the Indian consumption story is intact and
the combination of consumption and investment driven growth will
power our success. We aim to maintain our focus on increasing
consumption demand through innovation customer engagement
activities.
We aim to continue on our growth path through a combination of
realization efficiency and space expansion. Our aim is to maintain
the momentum of top line growth through continuous efforts to
increases store efficiencies and productivity as evident in improved.

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Group was conceived as a force to drive domestic consumption and
capture every addressable need of Indian consumers. Future Group
makes every effort to delight its customers, tailoring store formats
to changing Indian lifestyles and adapting products and services to
their desires.
The group is credited with creating some of India‘s most popular
retail chains. The hypermarket chain, Big Bazaar is ranked amongst
the top 3 service brands in the country by The Nielsen Company.
Other retail chains include, department store chain, Central, outlet
stores chain, Brand Factory, sportswear chain, Planet Sports, home
improvement and consumer durables chain, hometown and Ezone,
supermarket chain, Food Bazaar, convenience stores chain, KB‘s
Conveniently Yours and a growing rural distribution network through
Aadhaar.
As modern retail drives fresh demand and consumption in new
categories, Company strategy is based on a deep understanding of
Indian consumers, the products they want, and making these
products available in every city, in every store format. Future Group
offers innovative offerings at affordable prices tailored to the needs
of every Indian household
 Pioneers in the India‘s retail space, our formats are household
names in more than 240 cities across the country.
 Company stores cover around 17 million square feet of retail
space and attract around 300 million customers each year
 Future Retail Limited focuses on the hypermarket &
supermarket business led by formats like Big Bazaar, Easyday,
Food Bazaar, KB‘s Conveniently Yours, fbb, Foodhall,
hometown &Ezone.
 Future Lifestyle fashion focuses on the fashion businesses
with brands & retail formats like Central, Brand Factory,
Planet Sports, I Am in and all.

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 Future Consumer Enterprise Ltd is group's integrated food
company with Food & FMCG brands & retail formats like
&Aadhar. It also has interest in Food Parks.
 Future Enterprises Limited leads the infrastructure and
backend services end of the Group
Future Group is fuelling a retail transformation in India and finding
innovative ways to drive growth. In every business that Company
are in, in every engagement Company have entered, in every
relationship, Company human capital is the first point of leverage.
Company people give Future Group its energy, culture and ideas. At
Future Group Company see people as partners in the nation-building
process, shaping the India of their dreams.
Future Group aspires to be an employer of choice in Indian retail —
offering exciting new possibilities and encouraging people to rise up
to new challenges every day. Company engage people who are
passionate about what they do, who want to make a difference in
the lives of customers, and who live Company brand pillars of
Indianans, valuing and nurturing relationships and leading positive
change.
Company believes modern organized retail has the power to
strengthen the economy, create grass root employment and
contribute significantly to social inclusion. As India‘s premier retail
player and one of India‘s leading home-grown business houses,
Future Group is present across the consumption value chain.
Through millions of customers and thousands of suppliers, Company
is conscious of the economic, social and environmental impact of
Company activities.
Company believes the challenges of inequity in Company robust and
growing domestic economy need to be tackled through sustainable
development. Consequently, Company principles are focused on two
main areas: integrating sustainable development into business
activities and promoting sustained economic development for the
country.

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The home solution segments include hometown and Ezone.
Hometown is a unique one-stop destination for complete home-
making solution. Ezone is an experienced-led lifestyle format that
brings together the best in national and international consumer
electronic and durables brands in a family-centric environment.
Hometown offers customers a unique, personalised shopping
experience, and has grown to be India‘s biggest store in
homemaking renovation and decor.
We promise to make homemaking an enjoyable and hassle-free
experience with our wide array of product and services. Our offering
includes a slew of living room furniture, dining, bedroom furniture
and furniture essential. Mattresses, modular kitchens, home
furnishing, decor, households and bath luxury.
From classy sofas, tasteful decor items, elegant beds, dinning sets
to kitchen essentials and artefacts; it houses everything to build
and beautiful homes. It was first opened in and currently operates
35 stores in 17 cities and has also developed partnerships with
online retailers.

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Hometown divides in 5 departments which are:-
FURNITURE WING: - there are many types of furniture are there
like dinning furniture, sofas, dressing table, beds, office furniture
etc.
Furniture Wing
Modular Kitchen
Home Furnishing
Design And Build
Wallpaper And Bath Luxury

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MODULAR KITCHEN: -it‘s an innovative concept of modular
kitchen where the kitchen should be design by the designer after
taking measurement of kitchen space and then work on it.
DESIGN & BUILD: -this is a department related to interior
designers; they work on the design and arrangement of home. Their
main motive is to maximum use of land properly.

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WALLPAPER & BATH LUXURY:-wallpaper and bath luxury are
in many types and in different types according to choices of
customers.
HOME FURNISHING:- home funishing is a wing where the
decoration items, kitchen wares and the comfortable products of
the homes are here.
Home
Furnishing
Decor
General
merchandising
Furnishing

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DECOR :- the decoration items like vases, pots, paintings, lamps
flowers, scriptures etc...
GENERAL MERCHANDISE :- its content the kitchen wares like
crrokery, cookers, spoons, utensils etc...
FURNISHING:- the badsheets, pillow covers, balankets‘ curtain
etc.. all those cloth material which use for home.

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Pictures of hometown of different departments
FURNITURE DEPARTMENT

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CHAPTER – 2
 PROJECT STUDY
 NEED OF STUDY
 MARKET STRATEGY
 TOOLS USED WHILE STUDY

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Project Study
―Marketing In Home Furnishing Retail‖
―the activity set of institution and processes for creating,
communicating, delivering and exchanging offerings that have value
for customers, clients, partners and society at large‖ is called
marketing.
There are 5 different concept of marketing. Each of which vary in
the function that they deal with, for example –production concept
deals with production and selling concept deals with selling. Each
of the concepts was developed as per the need of the market. As
the market changed, so did the concepts of marketing.
All 5 concepts of marketing and what they represent:-
1. Production concept
2. Product concept
3. Selling concept
4. Marketing concept
5. Societal marketing concept

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Marketing in home furnishing is also a vast sector. Home furnishing
is refer to a category is for which occupy the home and make it fit
to live within.
Production
Concept
Product
Concept
Selling
Concept
Marketing
Concept
Societal
Marketing
Concept Market
Concept

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Today, the customer is too focusing on decoration of their houses.
The need of customer and demand are increased day by day with
the trend. All type of product should design and develop according
to customer‘s needs. The relationship between customer and
marketing of product is based on the nature and skill on the person.
NEED OF THE STUDY
 To know the customer needs
 To know the changes in trend
 To aware customer for offers
 Take feedback about the brand
 To know the current brand
image

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Our multi-format retail strategy captures almost the entire
consumption basket of Indian customers. As modern retail drives
new demand efficiency and consumption in new categories, our
strategy is based on our deep understanding of Indian consumers.
We understand the varied buying behaviour of the Indian consumer
across regional ethnicities and are constantly innovating to craft
strategies that address the subtle differences.
Future group‘s strategy is aimed at achieving inclusive, sustained
and profitable growth with three levers
Customer
Orientation
• The bottom line in each
of our retail success
stories is "know
your customer".
Continuous
Innovation
• As india's largest
retailer, we understand
the importance of
innovation.
Collaboration
transformation
• Creating a collaboration
environment combining
our strengths with our
suppliers and vendors
helps us create
immense value for
customer for growth.

38
We use promotional tools and data collection method for study and
we work on it in field. We take guidance from Mr.TARUN SHARMA
And report him the daily working of 45 days at internship. Our field
of working are hometown at GIP MALL (Great India Palace), princely
state society,.ThereIinteract with the people which were N
numbers, and take the conclude study by unstructured questions.
PROMOTIONAL TOOL USED AT INTERNSHIP IS
―CANOPYPROGRAME‖
FOR DATA COLLECTION WE USED
 SURVEY METHOD THROUGH FACE TO FACE
 DIRECT INTRACT WITH CUSTOMERS AT THE TIME OF
SELLING

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CHAPTER – 3
 PROJECT ANALYSIS
 TRADITIONAL & MODERN MARKETING
 DIRECT SELLING
 MARKETING MIX
 DECOR DEPARTMENT OF HOMETOWN
 WORK OF INTERNSHIP

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Project Analysis
The management process
through which goods and
services move from concept
to the customer. It includes
the coordination of four
elements called the 4 P's of
marketing:
(1) Identification, selection
and development of a
product.
(2) Determination of its
price.
(3) Selection of a distribution channel to reach the customer's
place.
(4) Development and implementation of a promotional strategy.
For example, new Apple products are developed to include improved
applications and systems, are set at different prices depending on
how much capability the customer desires, and are sold in places
where other Apple products are sold.
In order to promote the device, the company featured its debut at
tech events and is highly advertised on the web and on television.
Marketing is based on thinking about the business in terms of
customer needs and their satisfaction. Marketing differs from
selling because "Selling concerns itself with the tricks and
techniques of getting people to exchange their cash for your
product. It is not concerned with the values that the exchange is all
about. And it does not, as marketing invariable does, view the entire
business process as consisting of a tightly integrated effort to
discover, create, arouse and satisfy customer needs." In other
words, marketing has less to do with getting customers to pay for
"the activity, set of institutions,
and processes for creating,
communicating, delivering, and
exchanging offerings that have
value for customers, clients,
partners, and society at
large." The term developed from
the original meaning which
referred literally to going to a
market to buy or sell goods or
services is called marketing‖.

41
your product as it does developing a demand for that product and
fulfilling the customer's needs.
Businesses use various marketing tools to communicate
information, stimulate customer interest and motivate action. An
integrated marketing approach applies several tactics to engage
customers and build business.
Traditional Marketing
Traditional marketing is a rather broad category that incorporates
many forms of advertising and marketing. It's the most recognizable
types of marketing, encompassing the advertisements that we see
and hear every day. Most traditional marketing strategies fall under
one of four categories: print, broadcast, direct mail, and telephone.
 Print: Includes advertisements in newspapers, newsletters,
magazines, brochures, and other printed material for
distribution.
 Broadcast: Includes radio and television commercials, as
well as specialized forms like on-screen movie theatre
advertising.
 Directmail: Includes fliers, postcards, brochures, letters,
catalos, and other material that is printed and mailed directly
to consumers.
 Telemarketing: Includes requested calling and cold calling of
consumers over the phone.

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Modern Marketing
Modern Marketing is a holistic, adaptive methodology that
connects brands with real customers and drives business results
by blending strategy, creative, technology, and analysis.
Yet the fundamentals of marketing planning remain the same.
Regardless of the channels available we need to research customer
needs, develop winning brand propositions for different target
segments and communicate them effectively.Using analytics and
attribution to understand how different communications touch point
influence prospects to support their purchase.
 Identifying – how can we define groups of customers as
market segments and personas?
 Anticipating – How can we use market research to identify
changing and future customers‘ needs and wants?
 Satisfying – how can we assess the drivers of customer
satisfaction which encourage customer loyalty and
recommendations?
 Profitably – how do we select the right mix of services and
marketing communications using different channels to
maximise our return-on-investment?

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Another key part of modern marketing is integration of channels and
communications to create seamless customer journeys – there are
many channels and media.
Traditional Media
Traditional media -- such as billboards, banners, newspapers,
magazines, television, radio and telephone directories -- involve
marketing tools such as paid print advertisements, commercials
and news releases. This approach focuses on a one-way sales push
and relies on reaching high numbers of people to ensure success.
Advertising is a costly marketing tool; however, traditional media
outlets remain the most trusted sources of information, according
to the 2012 Edelman Trust Barometer survey.

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Digital Media
Computer software technology can reach potential customers with
targeted, measurable communications. Specific digital media
marketing tools include search engine optimization, mobile
marketing, interactive online advertisements, opt-in email and
online partnerships such as affiliate marketing and sponsorships. A
key component of digital marketing tools is Web analytics, which
provide information on an Internet user's online activities, IP
address and search keywords. To engage in digital media
marketing, companies can hire digital media marketing agencies or
utilize software as service applications.
Social Media
Social media marketing is a subset of digital media marketing.
However, the goal of social media marketing tools is to develop an
interactive, online relationship with the customer rather than to
mine covertly for customer data. Specific examples of social media
marketing tools include blogging, tweeting, posting, sharing,
networking, pinning, bookmarking, media sharing and commenting
on social media websites such as Twitter, Facebook, Orkut,
LinkedIn, Pinterest, Reddit and YouTube. Dan Zarrella, author of
"The Social Media Marketing Book," explains that social media
marketing levels the playing field for small companies and individual
entrepreneurs by offering low-cost tools with potentially high
returns.

45
Why company need to market product and services
For anyone who runs a business of any kind, you‘ll know that the
true question is not whether we need marketing, but how much do
we need? A store owner can have the best products available on the
market, and a top notch staff, and they will still flounder financially
if no one is able to find their product. Even word of mouth is a form
of marketing. It‘s impossible to simply put out a great product and
expect to get financial rewards. As with any business, it takes
money to make money. An investment in marketing is equally, if not
more important than, the investments you make inventory and staff.
So what does marketing do to help make money for a business?
That‘s simple – it exposes people to your product and your brand.
Marketing is an almost subliminal way for businesses to make
customers aware of them. There‘s a fine line between marketing
and spamming, but a cleverly run campaign can make you a
household name, sometimes even overnight.
When businesses find themselves in financial trouble, they often cut
back on their marketing budgets. This hurts any business, because
while you‘re not
marketing, your
competition is. That
means that fewer and
fewer people are finding
your product, and instead,
they‘re becoming loyal
customers of your competitor. When you don‘t market, the ‗out of
sight, out of mind.‘ rule applies. You will lose brand visibility, and
even clients you had in the past may forget about you. A steady
marketing strategy is important if you want to stay relevant, and if
you want your customers to have confidence in your brand.
We need marketing to be seen, to be found, to create an interaction
that will lead to the ultimate desired goal. Anyone with a product or
service cannot expect that ―if I build it they will come.‖ This may
have worked in a movie but it won‘t work online or offline.
Marketing planning helps you develop products and services in your
businessthat meet the needs of your target market. Goodmarketing
helps your customers understand why your product or service is
better than, or different from, the competition.

46
A good marketing plan can help you reach your target audience,
boost your customer base, and ultimately, increase your bottom
line. It's often required when seeking funding and helps you set
clear, realistic and measurable objectives for your business.
Developing a marketing plan requires research, time and
commitment, but is a very valuable process that can greatly
contribute to your business success.
Building your brand is a crucial part of building your business.
Questions you need to consider to build the foundation of both your
business and brand include:
 What are the needs of your target customers?
 How do your competitors meet the needs of your target
customers?
 How can you help your target customers understand why your
product or service is better than, or different from, the
competition?
Marketing planning helps the day-to-day running of your business.
When you develop your plan, you'll set targets and milestones which
help you to:
 Allocate resources and budget
 Motivate your team
 Manage performance of your staff members and marketing
efforts.

47
Direct selling
Direct selling is the
marketing and selling of
products directly to
consumers away from a
fixed retail location.
Modern direct selling
includes sales made
through the party plan,
one-on-one
demonstrations, and
other personal contact arrangements as well asinternet sales. Some
sources have defined direct selling as: "The direct personal
presentation, demonstration, and sale of products and services to
consumers, usually in their homes or at their jobs.
Direct selling is a method of marketing and retailing goods and
services directly to the consumers, in their homes or in any other
location away from permanent retail premises. It is usually
conducted in a face-to-face manner – either where products are
demonstrated to an individual , or to a group or where a catalogue is
left with the consumer and where the direct seller call as later to
collect orders. Unlike direct marketing or mail order, direct selling
is based principally on personal contact with the customer.
Direct selling, a unique method of distribution from which benefits
all sides.
Benefits for the Consumers:
• Opportunity to try and test the products;
• Tailored made demonstration and consultation in a friendly
environment;
• Personalised delivery at home;
• Right to withdraw the purchase within a given period (additional
protection);
• Direct contact with the seller;

48
• Guarantee and after sales service;
• Flexible buying hours.
Benefits for the Direct sellers:
• Possibility to establish and to run own business at minimum
cost/low risk;
• Convenient flexible earning opportunities;
• Flexibility to choose working hours;
• Spouses or family members can be partners in business
• Adjustable opportunities ranging from part-time to full-time
activity;
• No formal qualifications required;
• Adequate training and support from companies;
• Large range of products available;
• Social contact and personal recognition.
Benefits for the Companies:
• The most effective method to enter new market with relatively
low cost, especially providing unique products or services;
• Does not require high capital investment;

49
• Allows to avoid additional intermediaries in distribution, saved
money can be invested elsewhere;
• No major previous business experience necessary;
• Requires no specially educated workers;
• Effective in gaining the initial interest and attention of
prospective customer – personal touch;
• Particularly effective in the marketing of low-cost consumer
goods or products insufficiently known: new products, technically
complex products, etc;
• Unique competitive strategy:
– no need for substantial advertising;
– unique in using a socially-based, sales process to attract and
retain new customers;
Benefits for the Economy and State:
• Creates earning opportunities and facility economy;
• A channel of distribution away from large retail distribution
unities;
• Creates micro-enterprises;
• Introduces self-employment;
• Develops entrepreneurship;
• Contribute to national economic welfare.
Benefits for the Society:
• Self-employment opportunities;
• Entrepreneurship;
• No gender, age, ethnicity and disability discrimination;
• Globalisation;
• Offers alternatives to large outlets.

50
We believe that modern Indian retail rests on the strength of two
pillars- scale and efficiencies. Our retail thrust focussed on four
principal verticals of food, fashion, general merchandise and home.
There 4 categories together account for 65% of the consumption in
the country and represent mass consumer aspirations.
The marketing mix is a business tool used in marketing and by
marketers. The marketing mix can be used when determining a
product or brand‘s offer, and is often associated with the four Ps.

51
In our project the 4 P‘s are
 Product– product related to home furnishing like lamps,
painting, bed sheets, pillow covers, utensils, crockery, etc.
 Price– price are fluctuate with offers, weekends,
occasionally.
 Place- hometown store, societies.
 Promotion- through canopy
If any of the 4 Ps were problematic or were not in the marketing
factor of the business, the business could be in trouble, and so
other companies may appear in the surrounding of the company, so
the consumer demand on its products will decreases.
At internshipof starting 15 days we do the selling work at store and
interact with the customers. For this we take the information and
brief description about the product.
My work of selling is at decor department of home furnishing. The
brief description of home decor:-
Decor: - the decor department of hometown is having all products
which are used for decorating a house and make it beautiful with
different colour and choices.
There are many products and there are many types of one product,
so the choices are present for the customers. And they can
purchase those which are suitable for their home.
The decoration product are classify in the different position of the
house:-
 Wall decor
 Hangings
 Floor decor
 Show pieces and pots
 Flowers and purees
 Narturing

52
WALL DECOR: - wall decor are relates with those products which
are decorate a wall, like watches, mirrors, paintings etc.

53
HANGINGS: - those decorative items which are hang in our hiuse
it may be normal show pices or lighting, candle holders.

54
FLOOR DECOR: - floor decor is related to that decorative item
with are place on the floor of room, drawing room, halls. It should be
the one category for floor decor that is lamps and the others are
floor vases.

55
SHOW PIECES AND POTS: - these types of decor items are
mainly sale. These are common item use for decoration in every
house. These items are kept anywhere at table, slaps at any space
of house. There are large varieties in this.

56
FLOWER AND PUREES: - here a segment of flower but the artificial
flowers and the dry pot purees. Pot purees are the dry leaves and
flowers which are in different colours and fragrances.

57
NARTURING: - it is a natural segment of plants. It is a
small nursery for the plant lovers who like to decorate
their home with baby plants.

58
We taking sales work for 15 days here in decor department. I sell
products aprox of 70 – 75 thousand and attent 100- 150 customers.
The major thing i observe that the customers of NCR region are
demanding product of buddha, and in home town
There are 5 types of buddha show peices are kept:-
 Sitting buddha
 Standing buddha
 Sleeping buddha
 Buddha paintings
 Buddha fountain

59
the seating buddha are sold maximum and when stock are come in
that the quantity of seating buddha are in large a lot.
Some pictures of decor department of hometown

62
As a intern i done work on marketing in home furnishing in retail in
my 45 days sumer training at hometown.
After 15 days my works get change and we do the field job. Where
we are going in the groups of 2 trainees with one mantor at different
socities. The main aimed or the job of field work is to aware the
customers and the buyers for the current offers of hometown.
Firstly we go for 15 days to intract with the people and also given
the information about the offer. That time the offer ―mano ya na
mano‖ was there. Its a discount offer, upto 40% off on hometown
product.
Within these 15 days we taken a survey with unstructured
questions. The N size of our survey is not exact but its should be
approx 110-110, so i take N = 100.
SURVEY
To ask (many people) a question or a series of questions in
order to gather information about what most people do or think
about something,to look at and measure and examine all parts
of (something).
A field of applied statistics, survey methodology studies the
sampling of individual units from a population and the
associated survey data collection techniques, such as
questionnaire construction and methods for improving the number
and accuracy of responses to surveys.

63
The questions are asked to the respondants are –
 Are you familiar with this brand ― HOMETOWN‖ ?
 You will shopping from hometown ?
 Which features you like the most of hometown, rank them?
After sales Services
No. Of choices
Quality
 You are satisfied with the prices of products at hometown.
From these questions some information and feedback of respondant
are know, and the answers are mainly in favour of hometown.
response from the customers on each queations are briefly
describe.
1. Are you familiar with this brand ― HOMETOWN‖ ?
There are 80% approx of people are know about the hometown. But
the 20% people are not know about it. The survey are beneficial and
they people are know about the hometown. And we also tell them
about the offer of ―mano na mano‖.
2. You will shopping from hometown ?
There are some customers are the regular and loyal buyer of
homwtown. And only few customers are never shop from the
hometown. Any remaining are shop more or less.
3. Which features you like the most of hometown, rank them?
After sales Services
No. Of choices
Quality
Here the question asked to respondent is to main aimed that we
know about the week point for our brand. And take corrective

64
actions on them. So we can reach the top brand of the market with
give best services with best quality product to the customers.
The respondant rank the above features with their perception and
their experience.
So the top freature is ―No. Of choices‖ are there. The second most
features is like to the ―Quality‖ of products, but the ―After sales
services‖ are not proper so the customers are not satisfied with it.
4. You are satisfied with the prices of products at hometown.
It should be an open ended question but aproxx there are 60% of
respondant are satisfied with the prices.
The overall condition is in the favor of the hometown. The total
survey should be taken by me within 15 days of internship. Some
pictures of survey.

66
The ―MANO YA NA MANO‖ offer is having great discount, these are
This month long incredible sale with its wide range of combo
offers and flat discounts promises to fulfil consumer‘s
aspirations of a better home. The ―Mano yana Mano‖ sale will
provide customers a unique opportunity to renew their home
with new furniture and home accessories , that comes at value
for money and rock bottom prices.
Key Highlights
 Up to 70% off
 0% Interest Finance
 5% additional discount on your Axis bank debit/credit card
 Get Up to 25 % points back on your shopping with PAYBACK points
& earn 6 points every Rs 100 spent
 New Range included
Up to 70%discount...Exceptional offers on everything for your
home.
 Buy Athens sofa set (3 + 1) & Get Athens Ottoman worth Rs 8,999
free
 45% Off on Milano Sofa Set
 20% Off on the new range of Sofas
 35% Off on Cosmic Lounger
 46% Off on Loretta Sofa Set
 Up to 55% Off on Wall Units
 Up to 43% Off on centre tables
 Buy Impiana bed set & Get Rome Sofa Set (3 + 1 +1) worth Rs
34,999 free
 57% Off on Lilac queen bed + dreamline mattress
 Buy Ibis bed set & Get Multipurpose rack worth Rs 6,999 free
 Up to 64% Off on Bed Sets
 Attractive Introductory Offer on Renoir TV King Bed
 Up to 59% Off on Kids Bedroom furniture
 Up to 60% Off on the all new Flexi wardrobe range with assured
installation in 1 day
 Up to 67% Off on Dining Tables & Dining Utilities
 33% Off on Bubble bean bag
 Up to 60% Off on Eames pouffs
 50% Off on entire range of storage solutions

67
 Make your own set by choosing favourite pieces from 5 collections
of Living Essence
 Cook & dine
 Up to 40% Off on crockery & hardware
 Exciting Offers on French premium crockery & dinnerware range
 Up to 65% Off on select range of décor lights
 Buy Bedset& Get Dining set/
sofa set free
 Buy 1 Bedsheet and get the
other one absolutely

68
BADAL DALO
Last 15 days we do the canopy program for the promotion of
EXCHANGE OFFER which name is ―BADAL DALO‖. It is a scheme of
exchange. Where the old products are change with sum amount of
money for new product. Value of all product should be deducted
with the price of new vales and with it, 30% off on the entire range.
So thst total 30% + 25% off are on the shop with exhange.

69
Every product have a value of exchange, the chart of value of old
products for guide us:-
Issuance category Exchange value
Bed 15000
2 door wardrobes 10000
3 door wardrobes/ other wardrobes 15000
1 seater sofa 6000
2 seater sofa 15000
3 seater sofa 20000
4 seater dinning table set 10000
6 seater dinning table set/ others dinning 18000
Other furnitures 3000
Mattress cotton/coir 4000
Spring mattress 6000
Bed sheets 1000
Towels 500
Curtains 1000
Pillows 300
Crockery(any dinnerware) 100
Cooker 600
Gas stove 4000
Plastics (per kg) 100/kg
Utensils/taps (per kg) 300/kg

70
CANOPY PROGRAM
For exchnge offer we do the canopy program for 15 days. The work
is when customers are come for exchange offer we take entry of old
products with the no. Of products with name and with their name of
customers and detail of customers. Then give him the vouchers of
value of products so the customers are shopping and deducted the
voucher value with the shopping price.
The vouchers are of different values like our currency notes. The
vochers of Rs. 100,500,1000 and 5000. It should be nessarary to
shop of the four times to the value of voucher.
For ex. When a customer is take a old curtain for exchange, so the
value of old curtain as per the guidelines of the company is Rs.
1000. Then we give the voucher of Rs. 1000 and then it should be
nessary for him to purchasing of atleast Rs. 4000. So the 1000
deducted from the Rs. 4000 and total paid by him is only Rs. 3000.
Canopy program is a promotion
tool of marketing. It mainly used
for the promotion of brand and
company. This is not for the
selling of products. Some time it
should be use in free sampling
but not for sell. We see the
canopy in our local market of
largely telecom services.

72
CHAPTER – 4
 SWOT ANALYSIS
 RECOMMENDATION
 FACTS AND FINDINGS
 LIMITATIONS
 CONCLUSION
 BIBLIOGRAPHY

73
SWOT ANALYSIS
the overall study of my prioject analysis the swot of project
SWOT is an acronym for strengths, weaknesses, opportunities,
and threats and is a structured planning method that evaluates
those four elements of a project or business venture. A SWOT
analysis can be carried out for a company, product, place, industry,
or person. It involves specifying the objective of the business
venture or project and identifying the internal and external factors
that are favourable and unfavourable to achieve that objective.
Some authors credit SWOT to AlbertHumphrey, who led a
convention at the Stanford Research Institute in the 1960s and
1970s using data fromFortune 500 companies. However, Humphrey
himself did not claim the creation of SWOT, and the origins remain
obscure. The degree to which the internal environment of the firm
matches with the external environment is expressed by the concept
of strategic fit.

74
Identification of SWOTs is important because they can inform later
steps in planning to achieve the objective. First, decision-makers
should consider whether the objective is attainable, given the
SWOTs. If the objective is not attainable, they must select a
different objective and repeat the process.
STRENGTHS
Strengths are the factors that are going to help us get better
results. The company will do well if they can base their strategy
around these things. Strength is an internal factor. This means
company can control it. Things like resources, investment, and
skilled labour are considered as strengths. In SWOT analysis in
marketing, I will consider the following things as company‘s
strength:
 Brand Recognition – If the company is well known by the
people then it can act as strength for your marketing strategy.
Company can use its name and recognition to advertise their
products for sale.
 Locations of the Business – If the company or shop is
located in the city centre then company are likely to have a
very good business. It makes it convenient for the customers
to be able to visit the shop. This is a big strength that
company may have over their competitors.
 Specialist in Marketing Expertise – When company have
an expert in marketing then they can develop a marketing
strategy quite easily. He/she will have the required experience
to form strategies based on experience. This is a massive
boost when doing a SWOT analysis in marketing.
 Introducing Something New – What better way to capture
the market than providing newer products? If company can
come up with new ideas, then their marketing strategy will be
based on innovation and novelty.

75
WEAKNESSES
Weaknesses are also internal factors that will derail the company
from making progress. When doing a SWOT analysis in marketing,
we need to consider which things will make the marketing strategy
look weak and unconvincing. The following factors can be called
weaknesses:
 Poor Distribution – If company have a poor distribution
channel for their products then they are likely to suffer. If the
customers are not getting their products on time or even on
the market, then that‘s an obstacle for company‘s marketing
strategy.
 Not Distinguishable Feature – company cannot stand out
in the market if their products are no different from the rest of
the competitors. Company need to have their own signature or
an identity.
OPPORTUNITIES
SWOT analysis in marketing will look at almost everything as an
opportunity. This is because company never know what events or
situations they can use as a marketing weapon. Things such as:
 Advancement in technology – If the company buys newer
technology. Or they come across newer ways to produce
goods then that can be termed as an opportunity. This will
help the company to strategize on a different way.
 Increase in demand – A situation may arise when the
demand for goods may increase both locally and
internationally. If that happens, then they need to seize the
opportunity. Company can advertise the fact that good are
wanted abroad and thus create a brand name for you. This is
smart marketing.

76
 Social Events – Nothing increases the demand for certain
goods like social events. Gift items become hot in demand
during Christmas. Fireworks are sold every minute day before
New Year‘s Eve. So when such an opportunity is opened up,
the marketing strategy should be to take full advantage of the
situation. Offer those discounts and other benefits so that the
product is sold more.
THREATS
While doing a SWOT analysis in marketing, company have to be very
careful regarding the situations that will hamper the marketing
strategy. These situations are known as threats. Threats develop
come out of nowhere. So it is better to identify them as soon as
possible. That way the SWOT analysis in marketing will have a
contingency plan to thwart the threat. The following conditions can
be considered as a threat:
 Competitors lower price -This has to be the toughest
threat to deal with. If the competitor lowers the price of their
product, then there are very few things of company can do
about it. People are always likely to go for things that are less
expensive. However if the SWOT analysis in marketing has this
noted down, then company are likely to have a backup plan for
it. Offering better quality or promotional offers may help.
 Changes in consumer choice – If company‘s consumers all
of a sudden decide to change their choice then you are likely
to be in trouble. Fashion trends are always going to change,
and this becomes a threat if they are producing the same kind
of goods or services.
 Economic condition – Inflation, exchange rates, taxes and
so on are all economic factors. If these things change too
often, then the company will be affected in the negative way.
Doing a SWOT analysis in marketing will require the company
to keep such things on mind and come up ways to avoid them.

77
RECOMMENDATIONS
HOME TOWN is a great learning company for interns. HOME TOWN
is a LARGE STORE and helps interns improve and develops their
skills. I would recommend HOME TOWN to keep hiring interns with
different educational background, to help build and improve the
company with the knowledge they gained from their studies.
The part that I found most interesting during my internship is the
social media. During my studies I mostly learned how to use the
communication tools such as CANOPY, TELEPHONE for promotional
activities. Even when describing the use of internet during projects.
The communication tools TV, radio and magazine are of course
effective if you have the necessary budget. But at HOME TOWN I
learned you can promote good and services creatively by just using
the social media tools.
 Hometown is a store where all the home solution products are
available.
 They maintain the standard of quality in each and every
product of hometown.
 The staff of hometown should very skilled and experienced.
 The one best positive point of the hometown is they give a
very healthy environment to the employees for their work and
to the customers for shop.

78
FACTS AND FINDINGS
In the whole study of 45 days the facts and findings are come in
front of me is are:
 Hometown is a popular brand of the Future Group
 The main product of Décor which would be demanded in the
store is of the Budhha product
 Hometown having the Quality Products with the Number of
Options of each and every Products
 But the one Negative fact come out that the After Sales
Services are not good
 The strong competator of Hometown is Home Centre

79
LIMITATIONS
It is my first internship project so due to curiosity i put my whole
efforts on this project. But still are certain limitations while doing
the work.
Some of the limitations are:-
 One of the biggest limitations with this project work is the time
factor.
 There might have been tendencies among the respondant to
amplifying or filter their responses underthe testing.
 In some cases, the customers was not giving the proper reply.
He/she might think that this is only wastage of time or this might
create some problem etc.
 Unavailibilty of some information due to the lack of awareness of
customers in these area.

80
CONCLUSION
The past months of my internship have been very instructive for me.
HOME TOWN has offered me opportunities to learn and develop
myself in many areas. I gained a lot of experience, especially in the
Marketing field. A lot of the tasks and activities that I have worked
on during my internship are familiar with what I‘m studying at the
moment. I worked in many areas where I did different work. This
gave me the chance to find out which areas I want work in after my
education. The area that I found most interesting is marketing &
communication. By developing a marketing plan, I had to do lots of
research where I had to find the best way of marketing. I learned
many things about viral marketing by using and learning about
social media tools.
As a bonus, I got to experience the event marketing process. I
learned how the marketing and promotional activities occur. I also
learned how the administrational process occurs by maintaining
contact with the venue, vendors.
During my One and a half month of internship, I want to actively
contribute to the company‘s objectives by applying the knowledge I
obtained during my education such as the important aspects of
communication including marketing communication, advertising,
PR, media, written communication, information, organisation and
management.
During my One and a half month internship, I want to improve my
English language by working along with my colleagues and
communicating with the clients of the internship company.
I realised that the marketing for a product is very essential in the
process of positioning in the market of a product to the selling of it.
The products are selling on the basis of region and the area of
market.
Overall we say that if we are in modern world with it the marketing
should also be modern marketing.

81
BIBLIOGRAPHY
There are many sources of data collection it should be with the help
of internet or from direct to the respondant or by taking from the
emplooyes of hometown because the data are of primary data and
secondary data.
The sources are:-
www.google.com
www.wikipedia.com
www.marketing.in
Books of Marketing
Customers of hometown
Respondant at canopy

Trapti Khandelwal BBA 3rd Year

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