Vikash Kumar completed a winter internship at Pantaloons Retail India Ltd where he conducted market research on store marketing activities and loyalty programs. As part of the internship, he called over 1,300 loyal green card customers to invite them to sales with 50% discounts. He also helped manage the men's wear department and learned about discounting products. The internship provided Vikash with practical experience in retail marketing strategies and operations.

1. WINTER INTERSHIPAT PANTALOONS PROJECT
REPORT
ON
RETAIL STORE MARKETING ACTIVITY & RESEARCH
(IN TIE-UPS FOR LOYALTY PROGRAM TO ACHIEVE GREEN CARD
TARGET, TIE- UPS FOR EOSS AND DENIM EXCHANGE)
AT
PANTALOONS RETAIL INDIA LTD.
SUBMITED BY
VIKASH KUMAR
MBA17H52
MBA-2
PUNE INSTITUTE OF BUSUNESS MANAGEMENT, PUNE
2017-2019

2. PREFACE
The research provides an opportunity to a student to demonstrate application of
his/her knowledge. Skill and competencies required during the technical session.
Research also helps the student to devote his/her skill to provide feasible
recommendation on provides data.
The research is on the topic of “RETAIL STORE MARKETING
ACTIVITY&RESEARCH (IN STORE TIE-UPS FOR LOYALTY PROGRAM TO ACHIVE
GREEN CARD TARGET, TIE-UPS FOR EOSS AND DENIM EXCHANGE) AT
PANTALOONS RETAIL INDIA LTD.”
Although I have tried my level best to prepare this report an error free report
every effort has been offer the most authenticate position with accuracy.

3. ACKNOWLEDGEMENT
The project has been made possible through the direct and indirect co-operation
of various person, who have inspired me at every step of my work.
It is a matter of pride for me to acknowledge my profound gratitude to my
respected “mentor DR. ADESH SIR who always facilitates me in gaining practical
knowledge.
I am very much obliged and thank full to my esteemed Project Guide Mr. VIVEK
PAWAR for his valuable cooperation and Guidance.
And above all. I am beholden to my parents and other family members for
Their blessing and encouragement in completing this task.

4. COMPANY CIRTIFICATE

5. CONTENTS
ACKNOWLEDGEMENT…………………………………………………………………………………….
COMPANY CIRTIFICATE…………………………………………………………………………………..
1. PROJECT SYNOPSIS………………………………………………………………………………………
2. ABOUT THE SECTOR…………………………………………………………………………………….
3. ABOUT THE COMPANY & DEPARTMENT………………………………………………………
4. INTERNSHIP SUMMARY……………………………………………………………………………….
5. PROJECT DESCRIPTION…………………………………………………………………………………
6. LEARNING/FINDING……………………………………………………………………………………..
7. SUGGESTION……………………………………………………………………………………………….
8. REFERENCES………………………………………………………………………………………………..

6. PROJECT SYNOPSIS
Project Title: Retail store marketing activity & research
Company Name: Pantaloons
Student Name: Vikash Kumar
Student Roll No: MBA17H52
External Mentor Name and Designation: Vivek pawar, DM, Women’s western
and non-apparels
Internal Mentor Name: Dr. Adesh
Confidential Report: (yes/no)
Duration of project: 15 December 2017 to 15 January 2018

7. OBJECTIVE OF THE STUDY
 Objective of the Retail store marketing was to make customer aware about
the sale offers during denim Exchange and Eoss i.e. End of season sale
provided by pantaloons and also to achieve the Green Card customer
loyalty program during Eoss.
 To provide privileges to pantaloons green card customers-keeping mind
that they get extra privileges not only inside the store of pantaloons, but
also outside the store and to make the pantaloons customer loyalty
program more powerful by doing tie-ups with restaurants, Health-clubs,
Saloons, pubs, colleges, laundries, Tattoos makers
 To make green card members realize that they are special
customers for the company.
 To find out customer loyalty for pantaloons store.
 To find out customer satisfaction.

8. 2. ABOUT THE SECTOR:
Market Details:
India’s retail market is expected to grow at a compound annual growth
Rate (CAGR) of 10 per cent to US$ 1.6 trillion by 2026 from US$ 641 billion
in 2016. While the overall retail market is expected to grow at 12 per cent
per annum, modern triad would expand twice as fast at 20 per cent per
annum and traditional triad at 10 per cent. Indian retail market is divided
into “Organized retail Market” which is valued at $60 billion which is only 9
per cent of the total sector and “unorganized Retail Market constitutes
the rest 91 per cent of the sector.
 Rising number of tier-2 and tier-3 cities to enhance supermarket space in
the country.
 Super market to total 8,500 by 2016 from 500 in 2006.

9.  Increasing participation from foreign and private players to boost retail
infrastructure.
 Revenue generated from online retail is projected to grow to US$60 billion
by 2020.
 Paytm Ecommerce pvt is planning its first major sale on the paytm mall for
the upcoming festive season and will invest Rs 1,000 crore (US$156.14
million) for promotion, cash backs, and marketing.
 IKEA, the Netherlands-based furniture company, has purchased 14 acres of
land in Bengaluru for setting up its third retail outlet in the country.
 Future group, a consumer goods company in India has entered into a joint
venture with Khimji Ramada’s group in UAE for selling garments in Oman
with both the companies having invested US$11.7 million each. The joint
venture will first launch four to five stores In Oman and gradually increase
the count to 17 to 18.
 Future group has partnered with UK clothing and hardware retailer Laura
Ashley to make and sell merchandise as well as wholesale distribution in
India.
Government initiatives:
The Government of India has taken various initiatives to improve the retail
industry in India.
 The Government of India may change the foreign direct Investment (FDI)
rules in food processing in a bid to permit e-commerce companies and
foreign retailers to sell made in India consumer products.
 Government of India has allowed 100 per cent foreign Direct Investment
(FDI) in online retail of goods and services through the automatic route,
thereby providing clarity on the existing businesses of e-commerce
companies operating in India.
Road Ahead:
E-commerce is expending steadily in the country. Customers have the ever
increasing choice of product at the lowest rates. E-commerce is profanity creating

10. the biggest revolution in the retail industry, and this trend would continue in the
years to come. Retailers should leverage the digital retail channels (e-commerce),
which would enable them to spend less money on real estate while reaching out
to more customers in tier-2 and tier-3 cities.
Both organized and unorganized retail companies have to work together to
ensure better prospects for the overall retail industry. While generating new
benefits for their customers.
Nevertheless, the long-term outlook for the industry is positive, supported by
rising incomes, favorable demographics, entry of foreign players, and increasing
urbanization.
Exchange Rates Used: INR 1=USS0.015 as on October 06, 2017
References: Media Reports, Press Releases, Deloitte report, Department of
Industrial policy and promotion website, union budget 2017-18
(Source: India Brand Equity Foundation)

11. PESTEL Analysis:
PESTEL:
Political & Legal: Shop and Establishment Act
Standards of weights and measures Act
Provision of the contract labor (Regulation and Abolition)
Act.
The income Tax Act
Customs Act.
The companies Act.
Economic : Consumers often shop for cheaper brands when they have less
Disposable income.
Social : consumer micro environmental factor include cultures, norms,
Lifestyle, demographics, and population changes,
Technology : Effects of AI, Robotics in manufacturing.
Environmental: NIL
Porter five force Analysis
Bargaining power of buyers
High- The consumer are price sensitive and its
prices
Lpw switching cost gives costumers high
barganing power.
Barganing power of suppliyers
Low- Retailers have low switching costs, which
make the suplyer power low, larger retailers can
easily switch to different suppliyer
Theat of subsitutes
low- Threat of subsititute products is low.
However , custyomers may purchase of product
from a local store instead of purchagingh from a
retailer
Threat of new Entrants
Medium- Entry as a retailer is quite simple,
However, players need to establish atrong
distribution channels and achieve economies of
scale to compete
Competitive Rivalry
High- Entry of foriegn players in the market
and e-retailers have intensified competition.
Cistomers "low switching cost increase
competition the Indian retail sector is highly
fragmented, which increases competition

12. ABAUT THE COMPANY & DEPARTMENT
Pantaloons are an organized retail company. The parent company of pantaloons is
Aditya Birla Fashion and Retail Ltd. It was founded onn1917 by Future group but
at 2013 Aditya Birla Group acquired it. Pantaloons have its own in-house brands
and also non-Pantaloons brands. The Pantaloons brand are helping them to keep
continuing the competing themselves in the market and the non-Pantaloons
brands helps to increase or sustain the conversion rate. Currently Pantaloons has
almost 24 in-house brands and over 200 licensed international brands.
Here is the list of in-house and non- pantaloons brands.
PT
Men Women Western Women Ethnic Kids
SF ALTOMODA AKKRITI BARE
JM SPORT FOREVER GLAM RANGMUNCH CHALK
BARE AJILE TRISHA POPPERS
AJILE IZABEL ALTOMODA CHIRIPE PIE
SPIRITUS ANNABELLE
URBAN EAGLE DREAMZ
INDUS ROUTE BARE
RICHARD PARKER SF
BYFORD HONEY
RIG
ALTOMODA

13. NPT
MEN WOMEN WESTERN WOMEN ETHINIC KIDS
Allen Solly 109’F BIBA
Wrangler Kraus Jeans W
Van Heusen Zink London Global desi
United colors of
Benetton
Levi’s Fusion Beats
Turtle AND
Spykar Jealous 21
Peter England Chemistry
Pepe jeans Pepe jeans
Moustache
Monte catlo
Lp jeans
Louis Philippe
Levi’s
Lee
John players
John miller
Indigo Nation
Flying machine
Cellio
BlackBerrys
Basics
Arrow sport
Voted as “India’s Most Trusted Apparel Retail Brand’ (Brand Equity Survey 2014-
15), Pantaloons , a division of ABFRL, is one of the most loved large format fashion
retailers post-acquisition by Aditya Birla Novo Limited in 2013, Pantaloons is
today the fastest growing large format retailer in the country. The Rate of new
store openings has increased from one every two months to one every two
weeks. The Brands is now present in 78 Indian cities/towns.

14. 1988 Madura Garments' established
1989 Louis Philippe' launched in India
1990 Van heusen' launched in India
1993 Allen Solly' launched in India
1997 "Peter England" launched in India
2000 Consolidation of 'textiles and Apparel business'
2001 Planet Fashion, launched
"Allen Solly" women launched
Aditya Birla acquires 'Madura Garments'
2005 "Esprit" launched in India
2006 Van heusen women's, launched in India
"V Dot" from Van heusen launched
2007 Peter England launched sub brand 'Elite' in the
Premium segment.
Louise Philippe launches sub brand 'Lp' in Casual
wear segment.
2008 Louise Philippe launches sub brands' luxury' in the
Luxury segment.
The collective launched
2010 "Louise Philippe shoe's launched
Madura Garments re-christened as 'Madura fashion
And Lifestyle.
2011 Van Heusen launches a sub brand called "VH" sports
Louise Philippe launches "LP" Jeans
Planet Fashion launched 'Planet Fashion Grande
2012 Madura Fashion & Lifestyle enters into a joint venture
With 'Hackett London'.
Peter England forays into non apparel: launches 'peter England
bags'
"Louise Philippe bags" launched
Allen Solly introduces 'crossover style shoe's for men'
2013 Pantaloons voted “India’s No.1 Trusted Apparel Retailer for 2013'
Aditya Birla Group acquires 'pantaloons'
Madura fashion & Lifestyle launches'www.trevdin.com' a one-stop
shopping
Destination for the style conscious.

15. 2014 Van Heusen launches 'My FIT'
candies’ New York's to be Exclusively Retailed at pantaloons
2015 Van heusen unveils its first flagship experience 'Van Heusen Style
Studio'
ABFRL's Planet Fashion unveils a new Brand Identity
Consolidation of Branded apparel Businesses of Madura F&L and
pantaloons:
"Aditya Birla Fashion and Retail Limited'(ABFRL)
2016 ABFRL Strikes a deal with global luxury brand a 'TED Baker'
ABFRL forays into men's innerwear & Athleisure category
"Pantaloons Women's " launched
"Pantaloons Kids" launched
Pantaloons signs exclusive deal with British Brand 'Isabel London'
ABFRL signs MOU with ;Forever 21' for India Business
ABFRL signs deal with British designer wear Brand 'Simon center'
Pantaloons forges new Ties with Snap deal
2017 ABFRL entered into a strategic alliance with American Eagle
Outfitters, Inc.
(Source: ABFRL)

16. Coming to the store where I have worked for 30 days. About the culture I just
want to say it is very friendly and soothing. Everyone helps each other. In that
store there are 80 employees with 70:30 as a ratio of male and female. I have
analyzed their SWOT particularly for that branch only (ICC Tech Park).
Strenth
1. Over 70% Loyal Customer Entry per Day
2. Most popular Brand's Availability
3. A very good operation chain
4. IT HUB Location
Opportunity
1. Out of 100%, 30% are new per day. they
tries to make them loyal
2. Customer awareness increse by several
promotional strategies
Weakness
Space decreased (Now only ground floor)
Theat
1. Pavlion Mall
2. E-Commerce
SWOT

17. ORGANIZATION STRUCTURE:
Regiional
manager(Ahlad sir)
DM
Men(shilpa maim)
women wastern(vivek
pawar)
women Ethenic
(shivali mishra
Kids(Reena
amim,Bablu sir)
Non Aps(Vivek pawar)
HR
Rahul kulkarni(Head)
Shasank
maheshwari(store
head)
Head cashier(Deepak
pawar
Warehouse(Sharad
Honmane)
visual
marchandising(shiddu
karade)
Others
CSD Asst(chandarani)
Maintenance
Asst(Dhiraj)
IT (Yashwant) Security(prakash)
HK supervisor(Rohit
pawar)
Store manager(Vishal
Dani)

18. A Snapshot of the financial performance of the company ABFRL during the last 5
years (2013-2017):
 Net revenues: Rs 6602.86 crore (FY17)
 EBITDA Margin: 4.13 (FY17)
 EPS Ratio : 0.69 (FY17)
 Revenue from operations: Rs 6557.77 cores
 Net Sale
Growth (%) 9.43
 Crore EBITDA
Growth (%) 17.47
 EBIT Growth(%) 169.79
 PAT Growth(%) 148.75
 EPS Growth(%) 148.64

19. INTERNSHIP SAMMARY:
Induction program conducted by Raj Singh sir (department manager) and
Madhumitha mam, de told us about the functioning of the organization and
about the growth of the retail industry. In addition to this, the guided us regarding
how to preform our task, how to greet customers and how to pitch then. Raj sirs
also share his experience and his learning from them. He told us that customers
are everything thing for them and as so they should be well provided with the
services there in.
We are assigned to do tale calling of 7411 green card customers. Of witch in have
talked to around 1300 customers and in invited them for PANTALUMS GEEN CARD
FLAT 50% OF PREVIEW SALL which was from 23 /12/17 -25/12/17. In this sale, the
could enjoy free shopping worth Rs.6000 on purchase of Rs.6000 across entire
range of Pantaloons exclusive brands (in house brands). This sale was for 1* and
3* customers (around 4600 customers). Another tale calling was for the VIP 5 and
7* customers. Around 2700 green card customers were VIP customers how are
regular and loyal customers Pantaloons. Their offer was the same as the previous
one. Only the date differs, i.e., from 20/11/17 -22/12/17. Appreciated by regional
business manager and customers for this task.
Then I was assigned as department in charge of manse wear there I have learn
about segregation of discounted products. Replenishment of stock, stock analysis,
tag checking etc. I also done tag removing, gift wrapping in cash counter.
I also was assigned for market research for new store opening feedback from
Pimpri Soudagar pune. Where I collected 100 data of customers.
For last two days I was at Pantaloons chinch wad for market survey. After
analyzing the survey data, I came to understood that most of customers come to
that new store by seeing holding of Pantaloons.
I have also done competition analysis and data analysis of local market,
customers’ entry audit and make report.
Apart from dose work we had a major role in making KYBCs. KYBC is making
big bells. We were given a target of 10 KYBCs with basket amount of 12k+. I
was completed the task that much KYBCs. I have completed the entire task
given by my external mentor Vivek pawar sir. He has given many

20. information about the retail operations. VM executive Shidhu sir briefed us
about VM. My DM Shilpa mam was very helpful for providing the
information’s I required and motivated me in selling. The flour staffs taught
me how to do and convenience the customers.
During the WIP I have compare to the two previous month sale, (Nov) &
(Dec) month.
 Previous month (Nov) 2017 sale- 1.2 Crore Sale.
 Present month (Dec) 2017 sale- 1.86 crore Sale
During the WIP last third week have also done EOSS tale calling
4614.Gren card 3*, 5*,7* Customers.

21. PROJECT DESCRIPTION
Project Title: RETAIL STORE MARKETING ACTIVITY & RESEARCH
Research Methodology:
Research is an organized and systematic way of finding answer to question.
SYSTEMATIC: because there is a definite set of procedures and steps which
you will follow. There are certain things in the research process which are
always done in order to get the most accurate result.
ORGANIZED: in that there is a structure or method in going about doing
research. It is a planned procedure, not a spontaneous one. It is focused and
limited to specific scope.
FINDING ANSWER: Is the end of all research. Whether it is the answer to a
hypothesis or even a simple question, research is successful when we find
answer. Something the answer is no, but it is still an answer.
QUESTIONS: Are central to research. If there is no question, then the
answer is of no use. Research is focused on relevant, useful. And important
questions. Without a question, research has no focus, drive, or purpose.
DATA COLLECTION METHOD:
The methodology adopted for data collection for the marketing activities
the tie-ups with…
 Restaurants
 Pubs
 Saloons
 Laundries
 Societies etc. was primary method because all this was done by
meeting personally talking directly face to face or it can also be called
as personal interview method.
SAMPLING:
Sampling method used was stratified sampling.

22. SATRATIFIED SAMPLING
In stratified sampling the entire population is divided into number of strata like
income. Sex education etc. A random sample is then drawn from each stratum
such that size of sample drawn from each stratum is operational to size of strata.
Time required for this sampling method is low.
Lower sample size is required for this sampling and the cost involved is average.
Sampling method used was stratified method because the entire pune city was
divided into different strata’s and then we had to take the sample of only A+
Restaurants, saloons, pubs, laundries and societies etc.
SAMPLE SIZE: Sample size was 75 including all restaurants, laundries, saloons,
societies, pubs etc.
SAMPLING PERIOD: Sampling period given was just 20 days for all Green card
customer Loyalty program also for the EOSS.
Data Collection:
For this project I had designed a questionnaire and done a survey in the store
(Pimpri Soudagar) and got reply of 105 customers after analysing that data sheet,
I got some points.

23. QUESTIONNAIRE:
PANTALOONS CUSTOMER STUDY- PART OF RESEARCH QUESTIONNAIR
Site name:-……………………………………………………
Date:-…………………………………………………………….
Customer Name:-……………………………………………..
Mobile Name:-…………………………………………………
How did you hear about the new store opening?
Newspaper/TV/Radio Advertisement-6
Hoarding on road-62
Mall branding-9
Invitation-0
Email/SMS-1
Word of mouth (told by friends, relative, neighbors etc.)2
Others-25
How far do you stay from the store?
Within 3kms-68
3-5 kms-23
5-10kms-11
More than 10kms-3
Where do you shop apart from pantaloons?
Local market-69
Local organized retailer (name)-5
Other departmental store (SS, max, RT, LS, etc.)-31
Did you get what you were looking for?

24. YES-103
NO-2
What did you like/not like about the store?
……………………………………………………………………….
……………………………………………………………………….
………………………………………………………………………..
………………………………………………………………………..
EOSS CUSTOMER EXIT INTERVIEW
Site Name:-P136
Date:-23/12/2017
Customer Name:-
Mobile No:-
How did you hear about the new store opening?
News paper
Hording on Road
Email/sms (offer 6k/6k, flat 50%)
0
20
40
60
80
100
120
Feedback of new store customefrs
Series1

25. Word of mouth (told by friends, relative, neighbors etc.)
Leaflet
Others
How far do you stay from the store?
Within 3kms
3-5kms
5-10kms
More than 10kms
Where do you shop apart from pantaloons?
Local
Local Organized Retailer (name)
Other Departmental store (SS, Max, RT, LS etc.)
Did you get what you were looking for?
YES
NO
What did you like/not like about the store?
0 10 20 30 40 50 60 70 80 90
How did you hear about the new store opening?
Hording on Road
Word of mouth (told by friends, relative,…
Others
Within 3kms
5-10kms
Where do you shop apart from pantaloons?
Local Organized Retailer (name)
Did you get what you were looking for?
NO
Series1

26. When we were at Pantaloons Chinch wad for a survey I got some data. From that
data sheet of 100 customers I also came to know some very interesting point. Out
of those the most important point is for a new store like Chinch wad store,
customers informed by hoarding of pantaloons informing that a new store are
opening. And I have also find that those who lives within 3 kms they and within 3-
5 kms those mostly came at a new store by seeing a Hoarding.
Customer Locality survey
Site Name:-Chinchwad
Date:-
Customer Name:-
Mobile No:-
How did you hear about the new store opening?
News paper
Hording on road
Emails/sms
Word of mouth (told by friend, relative, neighbors etc.)
Leaflet
Others
How far do you stay from the store?
Within 3kms
3-5kms
5-10kms
More than 10kms
What is your residence location?
Chnichwad
Akurdi
Nigdi

27. Bhosari
Waked
Pimpri
Chikali
Moshi
Other (please specify the location)
Where do you shop apart from pantaloons?
Local market
Local Organized retailer (Name)
Other Departmental stores (SS, Max, RT, LS, etc.)
Did you get what you were looking for?
YES
NO
0
20
40
60
80
100
120
140
160
180
200
Howdidyouhear…
Newspaper
Hordingonroad
Emails/sms
Wordofmouth(told…
Leaflet
Others
Howfardoyoustay…
Within3kms
3-5kms
5-10kms
Morethan10kms
Whatisyour…
Chnichwad
Akurdi
Nigdi
Bhosari
Waked
Pimpri
Chikali
Moshi
Other(pleasespecify…
Wheredoyoushop…
Localmarket
LocalOrganized…
OtherDepartmental…
Didyougetwhatyou…
YES
NO
Series1

28. LEARNING/ FINDING:
At first I would like to thank the organization culture. The first thing I learn at
Pantaloons the team work and working culture. Our SM sometimes bickers us
butte motivation and amazing suggestion he gave us that was really meaningful.
The job of floor staffs is boring but the way they work by making some fun among
themselves is really necessary.
Here are the learning points by us:
1. Importance of customer Satisfaction in Retail
2. Handling the customer on the floor and increase sale
3. Making good relationship with the customers.
4. Ground level works like folding, counting, tagging, hanging
5. about Visual Merchandising
6. A little about warehousing
7. Billing at cash counter
8. Data entry at customer data base
9. Exchange process
10. About power price, core, core plus
11. Survey Process
12. Mall Branding
13. Advertising
14. about the business model.
15. Green card loyalty program
16. Customer Entry analysis
Findings:
1. Segregation by offer and size display is most important thing for
Increase conversion rate
2. Customer interaction is also plays a major role in increasing
Basket size
3. Offer display should be done properly
4. Pantaloons has the value pricing method in organized retail
5. Team work has an important role in managing rush time.

29. SUGGESTION:
There is no such suggestion for Pantaloons form me as Pantaloons already
worked with continuous improvement or following KIZEN. But I would like to say
they have to improve in something:
1. They should arrange more sit near cash counter so that customers can take
Rest.
2. Billing System should be fast more.
3. There should be a set of size in products
4. Should displayed about GST
5. Offer details should be more proper and well maintained in every browser and
Court.
6. Magic box has an important role for stock. Magic box should be maintained
Properly so that it keeps more stock.

30. REFERENCES
1. Pantaloonsfashion.com
2. http://www.rai.net.in
3. http://www.indiaretailing.com
4. www.abfrl.com
5. https://www.ibef.org/industry/retail-india.aspx
6 .https://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retail
Special Thanks:
1. Mr. Vishal Dani, SM
2. Mr. Vivek Pawar, External Mentor, DM (Women Western, Non Apparels)
3. Ms. Shivali Mishra, DM (Women Ethnic)
4. Mrs. Shilpa Boid, ASM, DM (Men’s)
5. Mrs. Reena Dhewar, DM (Kids)
6. Mr. Deepak Pawar, (Head Cashier)
7. Mr. Siddhu Kanade, (VM)
8. Sashank Maheswari (People Office)
9. Shoaib Sheikh (Marketing)
10. DR. Adesh sir, Internal Mentor

31. SOME MOMENTS:
(1 INDUCTION DAY) (2 Fire safety training)
(3 Start big day sale) (4Extra Activity)
(5 Group pic with all teem of fire safety day)

32. (Last day with Vishal sir)