SUMMER INTERNSHIP PROJECT REPORT

ON
“A Study Of Effectiveness By Promotional Schemes and Offers At
Pantaloons”
In partial of the requirement for the award of two-year full-time Masters of Business Administration
(MBA) Degree from APJ Abdul Kalam Technical University, Lucknow (U.P.)

SUBMITTED TO:

Dr. APJ ABDUL KALAM TECHNICAL UNIVERCITY, LUCKNOW (U.P.)

FACULTY GUIDE:
Dr. Sachin Bhardwaj

SUBMITTED BY:
Ravi Pal
2107020700013
MBA III SEMESTER

MIT COLLEGE OF MANAGEMENT

Ram Ganga Vihar, Phase-II, Moradabad (U.P.)
 DECLARATION

I hereby declare that the Summer Internship Project Report Titled “A Study of Effectiveness
by Promotional Schemes and Offers at Pantaloons Moradabad” is a result of my own
work and my Indebtedness to other work publications, references, if any have been duly
acknowledged. If I am found guilty of copying from any other report or published
information and showing as my original work, or extending plagiarism limit, I understand
that I shall be liable and punishable by the university, which may include ‘Fail’ in
examination or any other punishment that university may decide.

University Roll No. Name of Student Signature of Student

2107020700013 RAVI PAL

Place: Moradabad Date:

This is to certify that project work embodied in this report entitled “A Study of Effectiveness
by Promotional Schemes and Offers at Pantaloons Moradabad” was carried out by
RAVI PAL for Roll No. 2107020700013 of MIT COLLEGE OF MANAGEMENT (702).

The report is Approved / Not Approved

Comments of External Examiner

The report is for the partial fulfilment of the requirement of the award of the degree of
Master of Business Administration offered by Dr. APJ Abdul Kalam Technical
University, Lucknow.

…………………………
(Examiners
Sign)

Name of Examiner:
Institute Name: MIT College of Management
Institute Code: 702

Date:
Place: Moradabad
 “A STUDY OF EFFECTIVENESS BY PROMOTIONAL SCHEMES AND OFFERS
AT PANTALOONS”

SUBMITTED TO
APJ Abdul Kalam Technical University, Lucknow (U.P.)
TOWARDS PARTIAL FULFILLMENT THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

2021-23
AT THE
MIT COLLEGE OF MANAGEMEN, MORADABAD
By
Ravi Pal
2107020700013
MBA III SEMESTER

The author grants to MIT COLLEGE OF MANAGEMENT permission to reproduce and to

distribute publicity paper and electronic copies of the project report in whole or in part there

Accepted By _____________________________________________________________
Director

Certificate By ___________________________________________________
Project Guide

Signature of Student ___________________________________________________

 PREFACE

MBA is stepping-stone to the management carrier and to develop good manager it is

necessary that the theoretical must be supplemented with exposure to the real environment.
Theoretical knowledge just provides the base and it’s not sufficient to produce a good
manager that’s why practical knowledge is needed.

I have completed the Research Project on “A Study of Effectiveness by Promotional

Schemes and Offers at Pantaloons Moradabad”

I have tried to cover each and every aspect related to the topic with best of my capability.

I hope This Research would help many people in the Future.

(RAVI PAL)
 ACKNOWLEDGEMENT

Regarding my project with Effectiveness of promotional Scheme, I would like to thank each
and every one who offered help, guideline and support whenever required.

I am extremely grateful to my guide, Dr. Sachin Bhardwaj for their valuable guidance and
timely suggestions. I would like to all faculty members of the MIT COLLEGE OF
MANAGEMENT for the valuable guidance and support.

I would to like to extend my thanks to my members and friends for their support.

(RAVI PAL)
 Executive Summary

I have been assigned a task as a project related to Sale promotion at pantaloons. The project
title is “SALE PROMOTION AND OFFER AT PANTALOONS MORADABAD U.P.

This project report throws light on the reasons behind customer of choosing of pantaloons
Moradabad for the purchase of apparels and various other products. Pantaloons as a retail
brand are one of the fast-growing players in the Indian industry retail and offers a deep
insight to the industry.

For completion of this report, a survey was conducted and for fulfilment of questionnaire, a
sample size 100 was selected. Among those who were interviewed consist of housewives,
professional, even students. Through the sample size taken was small but it was varied to
overcome all the odds. A structured questionnaire was constructed to measure the responses
of the responses of the respondents on suitable scale so that it could be analyzed. Primary
data collection was done via questionnaires and secondary data collection through company
website.

Through survey, effect of various factor like ambience of the store, discount and convenience
came in light and the reason of consumers choosing pantaloons over retail became visible.
 LIST OF CONTENTS

Sr No. Chapter Page No.

1. Title Page 1
2. Declaration 2–3
3. Company Certificate 4
4. College Certificate 5
5. Preface 6
6. Acknowledgement 7
7. Executive Summary 8
8. Table of content 9
9. Abstract 10
10. Introduction 11- 12
11. Background 13-14
12. Industry Profile 15-19
13. Company Profile 20-26
14. Overview of Pantaloons 27-51
15. Research Methodology 52
16. Research Design 52-53
17. Sampling 53-54
18. Research Objective 54
19. Data Analysis & Interpretation 55-72
20. Findings 73
21. Suggestion 74
22. Limitation of the Study 75
23. Conclusion 76
24. Bibliography 77
25. Annexure 78-81
 ABSTRACT
Currently numerous promotional schemes are given by retailers to increase their sales and
capture market share. The controversial discussion is weather the promotional schemes have
an impact on customer’s mind or not the core objective of company’s project is A Study of
Effectiveness by Promotional Schemes and Offers at Pantaloons Moradabad.
 INTRODUCTION
Introduction of Internship: -
As a part of our study of MBA program, we are taken capstone project work to gain knowledge
as management student. In relation to the mentioned objective the project undertaken by us
covers A Study of Effectiveness by Promotional Schemes and Offers by Pantaloons
Moradabad.
The main aim of an internship program is to provide organizational experience and real-
world experience to the candidates. It basically involves the students in academic
preparation and is also a good platform to explore our business knowledge. It will also
provide best experience to the candidates who all are developing with research projects.
The research should be done on an individual basis for obtaining positive response of needs
and interest of every candidate in research programmed. Every candidate will be playing
an active role in these types of research programmers.
The main motto of an internship programmed is conducting and developing specific skills
and knowledge about an organization and to also create various business contacts between
organizations. Such types of programmers also help in building self confidence in the
competitive business world.
Such types of internship programmers help the candidates to handle individual problems in
a professional way and information related to a particular job in an organization. It provides
some major options to the candidates as they can change their future career plans with
various convenience sector.
Few points describing the benefits of various internship programmers to the candidates:
• It helps in developing personal as well as professional experience in the business world.
• Networking in various areas can be developed by the candidates.
• Mentoring as well as performance feedback form the company advisor can be done by the
Candidates.

TOPIC CHOSEN FOR THE STUDY

“A Study of Effectiveness by Promotional Schemes and Offers at Pantaloons”

PERIOD OF RESEARCH

Periods of 6 Weeks
 REASON FOR CHOOSING THE TOPIC

• To gather information related to the effectiveness of each media.

• To collect the information related to consumer perception towards various promotional
strategies used by pantaloons.
• To determine whether the promotional offers and schemes are helpful to them or not.
• To know consumer perception towards the various promotional measures used by pantaloons.
• To know the satisfaction level of consumers of pantaloons and then comparing them to other
competitors of pantaloons.

PANTALOONS MORADABAD
One’s a customer get inside the store, he will find all kinds of products available that may be
Women Ethnic Wear, Accessories, like Jewellery, Shocks, Hankey, Belt, Undergarments,
Bags and Trolly Bags, Women Western Wear, Kids Wear, Men’s Casula Wear and semi-
Formal, Sports Wear, Men’s Formal Wear and Blazers etc. So that the various types of
promotional schemes are offer by the retailers to attract customers because of these features it
has a very good reputation in that area and customers who are residing far away and in other
areas they all so visit the store.
As customer’s tastes and preferences are changing, the market scenario is also changing from
time to time. Today’s market scenario is very different from that of the market scenario of
before 10 years. There have been many factors possible for the changing markets scenario. It
is the changing tastes and preference of customers, which has bought in a change in the
market. Income level of the people has changed, lifestyles and social class of people have
completely changed now than that of old days, the shopping habits of customers are also
changed, new generation people are no more dependent on that market and far off
departmental stores. Today we can see a new area in market with opening up of many
departmental stores in one area, In Moradabad two stores of Reliance Trends, hyper market,
malls, branded retail outlets and specialty stores. In today’s worlds hopping is not any more
tire some works are the rights pleasant outing phenomenon now.
 BACKGROUND

• Retail involves the sale of goods from a single point (malls, markets, department
stores etc.) directly to the consumer in small quantities for his endues. In a layman’s
language, retailing is nothing but transaction of goods between the seller and the end
user as a single unit (piece)or in small quantities to satisfy the need so the individual
and for his direct consumption.

• Retailing is a distribution channel function, where one organization buys products from
supplying firms or manufactures products themselves, and the sells the directly to
consumers.

• Retailers offer many benefits to suppliers and customers as resellers. Consumers, for
instance, are able to purchase small quantities of an assortment of product sat
reasonably affordable price. Similarly, suppliers get an opportunity to reach the target
market, build product demand through retail promotions, and provide consumer
feedback to the product market.
 Supply Chain

Manufacturers

Wholesaler

Retailer

Customer/End
consumer

Manufacturers: - Manufacturers are the ones who are involved in production of goods with
the help of machines, labor and raw materials.
Wholesaler: - The wholesaler is the one who purchases the goods from the manufacturers
and sells to the retailers in large numbers but at lower price. A wholesaler never sells goods
directly to the end users.
Retailer: - A retailer comes at the end of the supply chain who sells the products in small
quantities to the end users as per their requirement and need.
 INDUSTRY PROFILE

The retail sectors are divided into 2 segments which are organized and unorganized retail
sectors. At currently, the organized retail sector is rising very rapidly. So, the retail sector
is trying to change the lifestyle of Indian consumer. Presently the Indian consumers are
well aware about quality of product and services.
Till 2012, the Indian government did not accept FDI on retail multi brands, any
ownership in supermarket and also 51% limited ownership on single brand retail outlets.
But in January 2012, Indian government decided to give opportunity to a single brand
retailer, they owned at 100% ownership, but they should 30% source from India and
providing employment opportunities in India. In November 2012, the Indian government
decided retail reform to liberalizing the condition for multi brands and single brand store.
This way MNC entered towards Indian retail market. such as Wall-mart, Carrefour and
Tesco. Same way single brand also investing more in Indian retail store which are IKEA,
Nike, Apples etc.
Currently the Indian retail sector is growing positively. According to retail sector, 12
crore and also annual growing rate of retail sector is 5.7%. Majorly food and grocery
retail stores contributing 7.439 crore per annum of world highest retail in India only.
Indian retail contributing more for GDP compared to other countries and that is India
10%, USA 10%, China 8% and Brazil 6%. Indian retail sector working favorably to the
customers, we can see some favoring works.
• Indian retail sector improving in purchasing power of customers
through per capital income.
• Retail sectors promoting use of credit card facilities.

1. Organized Retail: - Organized traders/retailers, who are licensed for trading activities
and registered to pay tax to the government.
2. Unorganized Retail: - It consist of unauthorized small shops-conventional Kirana
shops, general stores, corner shops, among various other small retail outlets but remain
as the radiating force of Indian retail industry.
 Retail Formats in India

1. Hyper Marts or Super Markets: - Large self-servicing outlets offering products from
a variety of categories. These are self-serving stores selling a wide range of food and
other products. Supermarkets usually have at least four basic departments: dairy
produce, self-service grocery, meat, and household items.

They are either operated by owners or given on lease. In supermarkets, you will see goods
displayed in bulk, most of all at low prices. They are typically located in a nearby housing area
to facilitate easy access.
If you ever see nationally advertised brands in an expansive building with convenient parking,
it is a supermarket. They often have a strict “cash and carry policy.” Though, with the
popularity of online banking, it might not remain the case for long.
2. Mom and Pop Stores: - They are family-owned business catering to small sections
they are individually handled retail outlets and have a personal touch.
A small, family-owned, independent retail format that often faces tough competition from well-
established big businesses. Mom-and-pop stores can rarely afford fancy product marketing.
It can be a bookstore, an insurance agency, a restaurant, an automotive repair shop, or pretty
much anything. With the demand for personalized products and services at an all-time high,
the popularity and recognition of mom-and-pop stores have been on a steady rise.
Often, mom-and-pop stores integrate their businesses online to accelerate orders, regardless of
the geographical location. These stores can garner the support of the local communities, who
would rather trust local businesses than foreign brands.
3. Departmental Stores: - Departmental stores are general retail merchandisers offering
quality products and services.
We see departmental stores popping up in every nook and cranny nowadays, a testament to
their burgeoning success. Department stores are large stores that sell diverse kinds of goods
under one roof in different compartments or, as the name suggests, departments.

Every department has an individual specialization of merchandise, and each such store is
handled separately in terms of location, management, and accounting.
There’s the latest trend in department stores wherein sections for recreational equipment,
sports, and automotive aspects are included along with services such as insurance, travel
advice, and income tax preparations.
Department stores are no short of shopping complexes.

4. Telemarketing: - Telemarketing, also known as telephone selling, involves a

salesperson initiating a sale over the call to a prospective buyer and closing it over the
same phone call.

Through cold canvassing from a directory, telemarketing agents can attempt to sell a diverse
range of products, from magazine subscriptions, club memberships, and pest control devices
to credit cards. The transaction is over the call and does not involve real-time store visits.

Telemarketing is often criticized by the broad customer base for violating their right to
privacy. This has resulted in numerous places restricting telemarketing activities, though
telemarketers are still rising.
Many people like the convenient concept of phone shopping. With the introduction of
computers that can dial automatically, deliver pre-recorded messages, or record information,
the cost of selling through telephones has also gone down considerably.

5. Online Retailing: - If a firm offers goods on its website or e-commerce sites, it can
be called online retailing. Online marketing usually involves more than one business,
with the buyer as the ultimate customer.

Platforms such as Amazon.com, Pets Mart, and CDNow.com are some great examples of
online retail. Admittedly, it takes some investment to set up fully functioning online
operations, and this is where online marketing and attractive advertising come in!

Frequently, online marketing sees a lull in its sales and becomes a party to losses, with the
number of discounts and offers offered consistently.

6. Automatic Vending: - This one is interesting. It requires no contact between a seller

and a buyer. Not even a delivery executive! Through automatic vending machines,
products from well-known brands can be sold with great turn-overs.

Automatic vending machines are usually used for the 4 Cs- coffee, cigarettes, cold drinks,
and candies. This is a great way to attract sales at places with no stores nearby.

Vending machines are installed in colleges, schools, public facilities, and workplaces. It
might be expensive to operate these machines since they require repeated refilling and
maintenance.

Moreover, frequent vending machine scams often keep entrepreneurs from spending in this
retail format. However, technological advancement is touted to take this form of retail
forward, with fewer casualties related to out-of-stock products, out-of-order machines, and
general theft.
 7. Franchising: - Franchising involves a business person who owns a business or a
franchise and a franchiser who offers businesses. The companies can take up the name
of an already-established business to run their own business, given the franchiser’s
conditions are met.

The franchiser decides the site location, management, training, financing, marketing,
promotions, and record-keeping in most cases. He has the right to advise on standard
operating procedures and the trade name of the franchise’s business.

Franchising is an excellent way to conserve capital, lower marketing costs and fixed
expenses, and quickly establish a distribution system in no time. The only downside is the
lack of liberty for the franchise.

8. Specialty Stores: - Franchising involves a business person who owns a business or a

franchise and a franchiser who offers businesses. The companies can take up the name
of an already-established business to run their own business, given the franchiser’s
conditions are met.

The franchiser decides the site location, management, training, financing, marketing,
promotions, and record-keeping in most cases. He has the right to advise on standard
operating procedures and the trade name of the franchise’s business.

Franchising is an excellent way to conserve capital, lower marketing costs and fixed
expenses, and quickly establish a distribution system in no time. The only downside is the
lack of liberty for the franchise.

CHALLENGES FACED BY INDIAN RETAIL INDUSTRY

• Huge Competition between organized retailers and unorganized retailers.

• Unavailability of supply chain management in retail sectors.
• Indian retail sector is growing very fast and the demand is increasing day by day.
• Indian based infrastructure is having very low level in Indian retailing.
• Negative response is being observed in retail sector related to Indian tax system and stamp
duty.
• Indian retail industry is facing shortage in goods value and administrative error.
• Unavailability of skilled labors in Indian retail sectors.
• Indian government is having more restriction related to foreign direct investment.
• There is no recognition of Indian retail sector as an industry till now.
 COMPANY PROFILE

Name of the organization Pantaloons Fashion& Retail Limited

Address
290/291, Kanth Rd, opp. SURABHI NURSING
HOME/TANISHQ, Ram Ganga Vihar, Moradabad,
Uttar Pradesh 244001

Ph.no 0591 245 6990

Size of the organization Medium scale

Working hours 9 hrs

Logo

pantaloon In Love with Life,

In Love with Fashion
Slogan In love with life
In love with fashion

Public
Traded as BSE: 535755
NSE: PERL
Industry Retail
Founded 1997
Head quarters Mumbai, Maharashtra, India
Number of locations 86

Pantaloons fashion & Retail Limited is an Indian premium clothing retail chain. The first
Pantaloons store was launched in Gariahat, Kolkata in 1997. As of November 2013, there are
76 Pantaloons store in 44 cities, Pantaloons was previously controlled by the Future Group.
But has now been taken over by Aditya Birla Nuvo Limited (ABNL).

Spotlighting today’s buoyant youth, Pantaloons Fashion Retail Ltd. India’s premium clothing
appeal company offer chic and trending fashion to meet their ever-changing need. With
innovative designs, concepts and products the company brings the latest trends in fashion and
clothing style to the apparel market pantaloons reflect the ideology of the always keeping alive
the newness factor through fashion apparel and accessories that are visually appealing and
fashionably upbeat.

The first pantaloons store was launched amidst much fanfare in Gariahat Kolkata in 1997 over
the year the brand undergone several transitions and re-invented itself to bring XII forth
compelling trends and styles catering to the evolving fashion hub.

Since it inception Pantaloons progressed from retailing just a mix of brands to its very own
popular private labels as well design by the in-house design studio. With a sharp focus on
bringing the latest in the fashion, the design studio combines its prowess in design and
aesthetics to present style the keep that the consumer fashionably dressed each season. Initially
positioned as a store catering tot the fashion needs of the entire family. Pantaloons has now
transitioned to a fashion and lifestyle brand with an emphasis on youth and a focus on design
that are inherently in sync with current fashion trends. This is compelling has helped Pantaloons
retain its place the style radar of every consumer’s wardrobe.

Pantaloons store have an abundance of choices across categories that range from western to
Indian wear, formal to party wear and active wear for men, women and kids. To further add to
the customer’s innumerable choices that reflect style, attitude and comfort, Pantaloons has
extended its horizons to fashion accessories like fragrances, footwear, hand bags, watches,
sunglasses and much more.

With a chain of 81 fashion stores across 40 cities and towns, Pantaloons is constantly extending
its foot-prints in to the rest of modern India.

Pantaloons which were previously controlled by the future group has now been taken over by
Aditya Birla Nuvo Limited [‘ABNL’]. ABNL, is a part of the prestigious Aditya Birla Group,
a S40 billion Indian multinational, operating in 36 countries across the globe with over 136,000
employees.

The company offers an incredible and complete one-stop shopping experience to its buyers
through its vast collection of more than 100 prestigious brands for the discerning fashionista.
The 81 aesthetically designed stores spread across the country displayed image of classy and
trendy merchandise that truly lives up to Pantaloons name of fresh fashion.

A typical Pantaloons store is spread across a sprawling retail space of about 28,000sq. ft.
comprising a brand portfolio that runs across a wide gamut of styles that spell class. The
collection includes ready-to-wear western and ethnic apparel for men, women and kids,
complemented by an exhaustive range of accessories.

The women’s section houses the private labels – Bare Denim, SF Jeans, Honey and Ajile- in
western wear, as well is the choices ethnic wear from Running apparel Trisha and Akriti,
Popular brands like Lee Cooper, Biba and we are also available.

The private labels for men in western wear include Lombard, Rig, Bare Denim, Bare Leisure
and JM Sport apart from trendy brands like Urban, Scullers, John Miler, and Indigo Nation,
Akriti provides a wide selection of ethnic wear.
Kids can choose from private labels like Bare Denim, Bare Leisure, rig or indulge in exclusive
brands like Lee Cooper Juniors, Chalk exclusive, Chirpy Pie & Bare in addition to international
Brands like Barbie and Disney. For the ethnic look, they can opt for traditional wear from
Akriti.

Pantaloons offer much more than just apparel customer can shop from an assortment of watches
from renowned international brands like Tommy Hilfiger, Esprit etc.

Pantaloons fashion & retail is one of the India’s largest & fastest growing companies which
deals mainly with the lifestyle items such as clothing & various accessories for men & women.
It holds a vast collection of over 200 world famous brands and provides its customer with
everything they need to improve their clothing style. It has more than one hundred classy formal
stores spread across over 70 cities in India. In the brand equity survey of 2014-15, Pantaloons
fashion & retail was voted as India’s most trusted appeal Retail Brand.

How it all started: - With Kishor Biyani, Pantaloons started its journey in the year of 1997
under future group. The brand was private ltd. After a series of name changes, it was renamed
as Pantaloons Retail Ltd. On July 7 1997. The brand was later bought by Aditya Birla Group.

Pantaloon Retail India Limited (PRIL) a retailer was incorporated in 12th October of the year
1987 headquartered in Mumbai the company operates through primarily the Lifestyle' and
Value' formats through multiple delivery mechanisms and lines of business some of them being
fashion food general merchandise home leisure and entertainment financial services
communications and wellness. The Company has stores in 51 cities across the country
constituting over 6 million square feet of retail space. It caters to the Lifestyle' segment through
its 35 Pantaloons Stores and 5 Central Malls as well as its other concepts. In Value' retailing it
is present through 78 Big Bazaar hypermarkets 113 Food Bazaars and other delivery formats.
In the year 1991 the company had launched BARE the Indian jeans brand. Initial public offer
(IPO) was made in May of the year 1992. During the year 1994 the Pantaloon Shoppe an
exclusive menswear store in franchisee format launched across the nation and also the company
starts the distribution of branded garments through multi-brand retail outlets across the nation.
In the year 1995 the John Miller formal shirt brand of the company was launched in market.
India's family store Pantaloons was launched in Kolkata during the year 1997. In the year 2001
Big Bazaar Is se sasta aur accha kahi nahin' India's first hypermarket chain was launched after
this a supermarket chain also launched in the period of 2002 under the name and style of Food
Bazaar. The Company had initiated India's first seamless mall in Bangalore in the name of
'Central' in the year 2004. During the year 2005 Fashion Station of the company was launched
it was the popular fashion chain and also in the same year a little larger' (all) an exclusive store
for plus-size individuals was launched. In 2006 Future Capital Holdings the company's
financial arm launched its real estate funds Kshitij and Horizon and private equity fund
Indivision. Multiple retail formats including Collection i Furniture Bazaar Shoe Factory Ezone
Depot and futurebazaar.com are launched across the nation in the year 2006. The Company
had signed a Memorandum of Understanding (MOU) with Blue Foods Private Limited to form
a 50-50 Joint Venture Company in July 31st of the year 2006 for setting up food courts and
specialty restaurants across the country. In January of the year 2008 the company had entered
into joint venture with US based Staples Indian office products business unit Future Office. As
at February 2008 Pantaloon awarded a comprehensive USD 50 million 5-year IT outsourcing
contract to Wipro Infotech. The Company initiated its flagship hypermarket retail store 'Big
Bazaar' in Bardhhaman city during January of the year 2008. Pantaloons launched an exclusive
line of film merchandise 'TASHAN Collection' across all its 40 stores in April of the year 2008.
Aditya Birla Fashion and Retail Ltd. (ABFRL) formerly known as Pantaloons Fashion & Retail
Limited was formed after the consolidation of the branded apparel businesses of Aditya Birla
Group comprising Aditya Birla Nuvo Ltd.'s (ABNL) Madura Fashion division and ABNL's
subsidiaries Pantaloons Fashion & Retail Limited (PFRL) and Madura Garments Lifestyle
Retail Company Limited (MGLRCL) in May 2015. Post consolidation; PFRL was renamed as
Aditya Birla Fashion and Retail Limited with effect from 12 January 2016. ABFRL is India's
No 1 Fashion Lifestyle entity. It altogether hosts India's largest fashion network with over 8000
points of sale in over 900 cities and towns which include more than 28585 exclusive brand
outlets (EBOs) and 3468 value stores. The Company is largest pure-play fashion and lifestyle
entity with an elegant bouquet of leading fashion brands and retail formats. It is presently
engaged in manufacturing and retailing of branded apparels and runs a chain of apparels and
accessories retail stores. Pantaloons Fashion & Retail Limited (PFRL) was listed on the bourses
and trading in the company's share commenced 17 July 2013 after implementation of a Scheme
of Demerger. The Scheme of Arrangement under Sections 391-394 of the Companies Act 1956
entered into between Future Retail Limited (earlier known as Pantaloon Retail (India) Limited)
(FRL) PFRL and their respective shareholders and creditors and In digold Trade and Services
Limited (ITSL) (as the shareholder of PFRL) regarding the demerger of 'the Pantaloons Format
Business' (Demerged Undertaking) of FRL (Scheme) was made effective by the Board of
Directors of PFRL at its meeting held on 8 April 2013 after receipt of all the requisite approvals
and on completion of all the conditions precedents enumerated in the Scheme. Accordingly, as
per the terms of the Scheme the entire Demerged Undertaking was transferred to and vested in
PFRL with effect from 1 July 2012. In terms of the Scheme the name of the company was
changed from Peter England Fashions and Retail Limited to Pantaloons Fashion & Retail
Limited (PFRL) and the Authorized Equity Share Capital of the company was increased from
Rs 10 crore to Rs 100 crore. On 3 May 2015 Aditya Birla Nuvo Ltd (ABNL) announced
consolidation of its branded apparels businesses under its listed subsidiary viz. Pantaloons
Fashion & Retail Limited (PFRL). The Board of Directors of ABNL PFRL and Madura
Garments Lifestyle Retail Company Limited (MGLRCL) - a subsidiary of ABNL at their
respective meeting held on 3 May 2015 approved the consolidation of branded apparel
businesses under PFRL through a composite scheme of arrangement. To reflect the enhanced
scope of the operations post consolidation the Board of PFRL approved PFRL to be renamed
as Aditya Birla Fashion & Retail Limited (ABFRL). On 13 May 2016 Aditya Birla Fashion
and Retail (ABFRL) announced that it has signed an exclusive deal to bring the Simon Carter
designer wear brand into the country. Simon Carter is a London-based designer brand with a
quirky English touch. On 5 July 2016 ABFRL announced that it has executed a Business
Transfer Agreement with Diana Retail and DLF Brands Limited (the promoter of Diana Retail)
for the acquisition of the business undertaking of Diana Retail relating to the business of
operating retail stores in India for the sale of clothing artificial Jewellery accessories and related
merchandise under the Forever 21 brand and also through e-commerce channels on a going
concern by means of a slump sale for a lump sum consideration of Indian rupee equivalent of
USD 26 million. The company also executed a franchise agreement with Forever 21 Inc. in
terms of which the company has been appointed the exclusive franchisee for the brand Forever
21 for the Indian market. On 22 July 2016 Madura Fashion & Lifestyle (MF&L) a division of
Aditya Birla Fashion and Retail Limited announced that it has partnered with India's largest
public sector bank - State Bank of India (SBI) to launch payments through SBI's mobile wallet
`State Bank Buddy' across MF&L retail network to create exciting shopping experiences for
customers across the country.On 4 November 2016 Aditya Birla Fashion and Retail Ltd
(ABFRL) announced that it has signed an exclusive deal with UK's most successful fashion
brand `Ted Baker'. ABFRL's portfolio of brands spans luxury premium sub-premium and fast
fashion segments. The addition of Ted Baker will further augment ABFRL's position in the
affordable luxury space giving its discerning customers a true taste of high-end fashion.On 28
February 2017 ABFRL announced that its leading fast fashion brand Forever 21 has
strengthened its foothold in Mumbai with the launch of its 4 store at Phoenix Market City Kurla
taking the total count to 15 stores in India. On 17 March 2017 ABFRL announced that its
leading fast fashion brand Forever 21 has debuted in West Bengal with a store launch in
Siliguri. The brand is focusing on strengthening its foothold in the country by exploring newer
markets like West Bengal.On 21 April 2017 ABFRL announced its Van Heusen brand
innerwear and athleisure business has registered rapid growth in a record time of 6 months i.e.
since its foray into the innerwear and athleisure market in September 2016.ABFRL announced
the opening of a new store of its youth fashion brand 'People' in Nashik in Maharashtra on 22
April 2017 taking its presence to a total of 11 People brand stores in the state. On 16 August
2017 ABFRL entered into a strategic alliance with American Eagle Outfitters Inc. a leading
global specialty retailer offering high quality on-trend clothing accessories and personal care
products at affordable prices. By virtue of a license agreement ABFRL has acquired the
exclusive rights to use the American Eagle Outfitters and Aerie brands to operate stores and e-
commerce site to sell products of these brands in India. The Board of Directors of Aditya Birla
Fashion and Retail Limited (ABFRL) vide their Circular Resolution passed on 30 January 2018
approved entering into a Store License and Distribution Agreement with Ralph Lauren Asia
Pacific Limited (RLAPL) which offers apparel and accessories for both men and women under
the brand name 'Polo Ralph Lauren' and 'Ralph Lauren' and such other name(s) as may be
designated by RLAPL from time to time. By virtue of this Agreement ABFRL has acquired
exclusive right to open and operate free - standing and retail stores right to import and distribute
products at wholesale level and E-commerce right i.e. right to sell the products through the
Collective.in website of Polo Ralph Lauren and Ralph Lauren trademarks in India.In FY 2020
the Company acquired the Jaypore brand and forged a partnership with Shantanu & Nikhil for
occasion wear.In FY 2021 the Company enriched its portfolio with new partnerships with two
of India's most iconic designers Sabyasachi Mukherjee and Tarun Tahiliani. In FY 2022 the
Company announced two new organic forays namely Marigold Lane a Premium women's
ethnic wear brand and Tasva a Premium Men's ethnic wear brand. It acquired 52.4% stake in
`House of Masaba Lifestyle Private Limited'. It worked towards diversifying its merchandise
and is enhancing its men's wear offerings alongside women's wear. Pantaloons strengthened its
private label portfolio through launches across categories such as Men's wear designer
collaborations in women's ethnic kids wear as well as increased online store. It launched a new
brand TASVA.

With revenue of Rs. 8,136 cr. and spanning a retail space of 9.2 million sq.ft. (as on March
31, 2022), Aditya Birla Fashion and Retail Limited (ABFRL) is India's first billion-dollar
pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail
formats.

ABFRL emerged after the consolidation of the branded apparel businesses of Aditya Birla
Group comprising ABNL's Madura Fashion division and ABNL's subsidiaries - Pantaloons
Fashion and Retail (PFRL) and Madura Fashion & Lifestyle (MFL) in May 2015. Post the
consolidation, PFRL was renamed Aditya Birla Fashion and Retail Ltd.
ABFRL brings together the learnings and businesses of two renowned Indian fashion icons,
Madura Fashion & Lifestyle and Pantaloons creating a synergistic core that will act as the
nucleus of the future fashion businesses of the Aditya Birla Group.

As a fashion conglomerate, ABFRL has a strong network of 3,468 brand stores across the
country. It is present across 28,000+ multi-brand outlets and 6,500+ points of sales in
department stores across India as on March 31, 2022.

It has a repertoire of leading brands such as Louis Philippe, Van Heusen, Allen Solly and
Peter England established for over 25 years. Pantaloons is one of India's leading fashion
retailers.

ABFRL's International Brands portfolio includes - The Collective, India's largest multi-brand
retailer of international brands and has long term exclusive partnerships with select brands
such as Ralph Lauren, Hackett London, Simon Carter, Ted Baker, Fred Perry, Forever 21,
American Eagle and Reebok.

Van Heusen Innerwear, Athleisure and Active wear is establishing itself as India's most
innovative and fashionable brand. The Company's foray into branded ethnic wear business
includes brands such as Jaypore, Tasva & Marigold Lane.

ABFRL has strategic partnerships with Designers 'Shantanu & Nikhil', 'Tarun Tahiliani',
'Sabyasachi' and 'House of Masaba'.

The Company is bolstering its digital capabilities by scaling up its digital base to build an
integrated portfolio of digital assets to provide an immersive customer experience, deepen
consumer connect of its brands and expand its portfolio into emerging consumer segments.

Brands
 Overview of Pantaloons

Madura Garments began in 1988, was purchased by the Aditya Birla Group in 1999, and
renamed Madura Fashion & Lifestyle in 2010. Louis Philippe, Van Heusen, Allen Solly, and
Peter England are among the MFL brands.

Pantaloons was acquired by Aditya Birla Nuvo Limited (ABNL) in 2013.

ABFRL was formed in May 2015, following the merging of the Aditya Birla Group's garment
operations, which included ABNL's Madura Fashion division and ABNL's subsidiaries-
Pantaloons Fashion and Retail Ltd (PFRL acquired in 2013) and Madura Fashion & Lifestyle
(MFL established in 1988). PFRL was renamed Aditya Birla Fashion and Retail Ltd after the
merger (ABFRL).

In 1987, Pantaloon was incorporated as Mans Wear Private Limited. In the same year, the
company launched Pantaloons trouser. In 1991, Pantaloon launched BARE, the jeans brand.

The company made its initial public offer in the following year. It also started Pantaloon
Shoppe, a franchised menswear store across India in 1994. In the same year, Pantaloon initiated
distribution of branded garments through multi-branded retail outlets throughout India. In 1995,
it launched John Miller, the formal shirt brand. In 1997, Pantaloon launched a family store,
Pantaloons, in Kolkata, India.

Pantaloon Retail, the group operates over 12 million square feet of retail space in over 71 cities
and towns and 65 rural locations across India. The group owns several leading formats
including Pantaloons, Big Bazaar, Food Bazaar, Home Town, Ezone and Central.

Pantaloons is among India’s largest chain of fashion stores. Pantaloons Fresh Fashion, with its
focus on ‘fresh and attitude’ offers, trendy and hip collections that are in sync with the hopes
and aspirations of discerning young and ‘young-at-heart’ consumers. All stores have a variety
of categories like casual wear, ethnic wear, formal wear, party wear and sportswear for men,
women and kids.

Pantaloons, a division of ABFRL, is one of India’s most preferred fast fashion destinations
among large retail format stores. Pantaloons has evolved into a progressive style partner for the
fashion seeking shopper by positioning itself as a spontaneous, playful, vibrant brand which is
at the forefront of all fashion trends across all categories viz. Women’s wear, Men’s wear,
Kid’s wear, Fashion Accessories and recently Home Products.

Pantaloons has pioneered Fashion Retail in India and has emerged as one of the strongest
players in the Market.
 Brands

In Mans Wear:
In Women Wear

Kids Wear
Home Décor

Different Product Department

Ground Floor:
Ethnic Wear
• Kurtas, Kurtis & Tunics
• Tops & Cholis
• Kurta Sets
• Dresses Dupattas
• Leggings
• Skirts & Lehengas
• Pants & Palazzos
• Churidars & Salwar
• Sarees, Plus Size
Accessories

• Jewellery
• Hand Bags
• Trolly bags
• Hankey
• Shocks
• Mask
• Lady Footwear

• Cross Body Bags

• Mini Bags
• Tote Bags
• Women Backpacks
• Clutches
• Women Wallets
• Men Wallets
WOMEN FOOTWEAR:

• Ballerinas
• Flip Flops
• Sandals

For Customers

• Baggage Counter
• Trial Room
• Cash Counter
• Drinking water
• CSD Counter
• Lift & Escalators

Home Décor

DECORE:

• Candles & Votives

• Vases
• Decorative Boxes & Platters
• Table Accessories
• Plants & Planters

LIVING:

• Cushion Covers & Fillers

• Rugs

DINING:

• Table Cloth
• Placemat BED
• Bed Sheet Sets
• Bed Cover
• Pillow Cover
• Dohar
• Quilts
 BATH:

• Bath Mat
• Bath Towels
• Face Towels LIVE SAFE
• Face Shield
• Masks
First Floor:

Women Western Wear

• Tees & Tops

• Shirts & Blouses
• Dresses & Jumpsuits
• Suits & Blazers
• Culottes & Capris
• Tracks & Joggers
• Skirts
• Sleep Wear

In Winter Wear:

• Sweaters & Sweatshirts

• Shrugs
• Jackets
• Thermal
• Track Suits

WOMEN FOOTWEAR:

• Ballerinas
• Flip Flops
• Sandals
• Heels
• Sneakers
• Casual Shoes
• Loafers
 Kids Wear

FOR BOYS:

• T-Shirts
• Shirts
• Jackets
• Sweaters & Sweatshirts
• Shorts
• Jeans
• Tracks & Joggers
• Trousers
• Sleepwear
• Ethnic wear
• Footwear
FOR GIRLS:

• T-shirts, Tops & Blouses

• Jackets
• Sweaters & Sweatshirts
• Dresses & Dungarees
• Shorts & Skirts
• Jeans & Trousers
• Leggings & Jeggings
• Tracks & Joggers

• Sleepwear
• Ethnic wear
• FOOTWEAR

BOYS FOOTWEAR:
• Sports Shoes
• Character Shoes
• Sandals
• Flip Flops

GIRLS FOOTWEAR:
• Ballerina
 • Character Shoes
• Sports Shoes
• Sandals
• Flip Flops

FOR BABY:

• Bodysuits & Sleepsuits

• Coordinate Sets
• T-shirts & Tops
• Shorts
• Jeans & Trousers
• Leggings
• Dresses
• Winter wear
• Baby Clothing Accessories

For Employee

• Back Office for Managers

Second Floor
Men’s Wear

• Jeans
• Shirt
• T-Shirt
• Joggers
• Hoodie Shirt

In Winter Wear:

• Jackets
• Hoodies
• Sweater & Sweatshirts
• Windcheater
• Suit & Blazers

In Sports Wear:

• Lower
• Tees
• Track pants
 • Gym Wear

MEN FOOTWEAR:

• Flip Flops
• Sneakers
• Casual Shoes
• Formal Shoes

Third Floor:

Formal Men’s Wear

• Trousers
• Shirts
• Polos
• Suit & Blazers

Man’s Ethnic Wear:

• Kuta & Pajamas

• Bandi

Warehouse

• For Inward & Outward

• For Stock Tagging

For Employee

• Fun Zone
 SEGMENTATION

Pantaloons generally make segment of their customers of different basis as

follows:

Geographical: -

• Metropolitan Cities
• Small Town/Tier 2 Cities (Muzaffarnagar, Moradabad)

Demographic: -

• Middle and Upper Middle Class

• Family Life Cycle (Man, Women, Kids)

Psychographic: -

• Socio Economic Class A1, A2, A3

• Life Style-Culture Oriented, Fashion Oriented

Behavioral: -

• Occasion-Regular, Seasonal
• Benefits-Quality, Economic Services
• User Status-Regular User

TARGETING

• The company primarily target the youth.

• The ideology of the company is Fresh Fashion, Fresh Attitude, Fresh
Feeling.
• It mainly focuses on the middle and upper middle-income group of
society.
• They are very serious behind the idea of fresh fashion and have projected
youth at the fore-front.
• The company has primarily focused on youth of the country since the
major part of the population lies in the age of 18-40 which is the income
group.
 Store Layout and Design

• The store layout and design are perfect in creating image in the mind of the
customers.
• Planogram store design-providing lots of space for customers to walk and
see varieties of products without any difficulty.
• It designed in manner that customers have relaxing shopping experience.
• Different brand has been given separate store areas or space for enhancing
the experience.

Pantaloons follow free form of store layout. No particular format is followed;

anything can be placed anywhere but strategically. The zonal head office decides
the layout for the stores of that zone. While putting the products in to the display,
they just want to ensure that there is enough space for the customer to roam around
and each product in the display is clearly visible to the customer.

They usually put their in-house brand in the front rows and the out-house brands
in to the back-end rows. So that whenever the customer comes, they can have a
look of their own before going to other brands.

The stores where the sale is very high, Pantaloons ensure that their own brands
weightage should be more in comparison to out-house brands.

The store where the sale is not very high, weightage of out-house brands is higher
so that the customers can get attracted towards the brands and they can increase
their football. They get loyalty bonus from the brands holders to keep the out-house
brand in the store.

Slightly they try to increase their own brands number when they feel that the
football and the sales are increasing in that store.

PLANOGRAM USED BY PANTALOONS

• Shows the placement of retail products on shelves.

• It makes a section more aesthetically appealing to the customer.

Effect of Planogram

• Satisfying customer with a better visual appeal

• Tighter inventory control / Reduction of Out of Stock: They try to sell
the end stock through their online website
 • Better-Related Product Positioning: Like western and cloths for work-
out are adjacent to each other; Jewellery section is between women’s
western and ethnic section etc.
• Assign selling potential to every inch of retail space: they ensure that each
and every space even it is a small one, is generating revenue in any terms.
• Effective communication tool for staff.

SPACE PRODUCTIVITY

Pantaloons effectively utilizes its space in its store and as it is usually measured by
sales per square foot of selling space therefore we came to know that it has assigned
in a logical manner so that it becomes convenient for customers to purchase and
walk here and there to see the merchandise.

It has basically been done to make the purchase very easy and comfortable to the
customers who visit the store and also it has logically done in order to maintain the
smooth functioning of various operational activities that take place inside the store
of pantaloons.

FIXTURES

In the store we basically found three types of fixture fittings which can be seen in
the store over all.

These are as follows-

• Straight Rack
• Gondolas
• T Arm
• Straight Arm
• Step Arm
 Image of the same have also been included

I. Straight Rack

II. Gondolas
III. T-Arm
IV. Straight Arm

V. Step Arm

WALL FIXTURES

To make store wall merchandisable, and varieties of clothes have been fitted
in to it-
 In order for the merchandise to look more appealing to the eyes of customers
Pantaloons ensures that there is proper and appealing wall fixtures on the walls
of the store and the clothes have properly been fitted in to those fixtures.

MERCHANDISE DISPLAY PLANNING

• Shelving
• Hanging

Performance Measurement Criteria

In order to measure their performance and to ensure that their strategies are being
properly implemented Pantaloons uses basically main enterias which primarily are
–

• Conversion
• Basket Size
• Ticket Size

The Calculation has been shown as under

✓ Conversion Rate

= Total Footfall / Total No. of Bill Generated

✓ Ticket Size

= Total Sale / Total Bills Generated

✓ Basket Size

= Total Merchandise Sold / Total Bills Generated

So with the help of these 3 performance measurement criteria the store tries to
judge whether or not they are to meet their targets and effectively and efficiency
and also to take corrective actions for the same. Also this helps them to build
further new strategies for their store.
 Store Structure

Workforce Management

• Two Shift

Morning Shift Evening Shift

(10:00 – 7:00) (01:00 – 10:00)

(i) Girls are allowed to work only in morning shift

Total number of Employee 85

Pantaloons Staff 40

Non-Pantaloons Staff 45
 Customer Relationship Management

The activities in Pantaloons over customer Relationship Management is to

satisfy the customer and make the customer to be a loyal customer by providing
various services and conducting activities in some occasions on special days
like Women’s Day, Independence Day etc.

Why CRM

• Want to focus both on acquisition & retention

• To convert daily footfalls in to loyal customers
• Extraordinary service and customer satisfaction
• Increase customer share

CRM AT PANTALOONS

• In Future Group Only Pantaloons is following Customer Loyalty Program

• CRM is practiced through the “GREEN CARD” Program
• Software used is the ‘Customer Loyalty Program
• Birthday Call to all Green Card Members
• They Encourage repeat customer visit through their unique offers and
special sale display.
• Payback in India’s largest and successful multi-partner loyalty programs.
• This program enables consumers to collect million of points across online
and offline partners – with just a single card

PANTALOONS GREEN CARD PROGRAM

• Informing the customer about the loyalty program

• To become a green care member
✓ Filling of form
✓ Enrolment payment of Rs. 100
• While filling the form various customer details like
✓ Name
✓ Address
✓ Date of Birth
✓ Phone No.
✓ E-mail Id
✓ Income
✓ Relationship Status
 MEMBERSHIP & 12 MONTH PURCHASE-BASED UPGRADING
SYSTEM

Three Star Card – Upgrade to a 3-star status by shopping for Rs. 8000/-
immediately preceding 12 months of current shopping date.

Five Star Card – Upgrade to a 5-star status by shopping for Rs. 20000/-
immediately preceding 12 months of current shopping date.

Seven Star Card – Upgrade to a 7-star status by shopping for Rs. 40000/-
immediately preceding 12 months of current shopping date.

BENEFITS OF CRM TO PANTALOONS

• Customer Profiling
• Direct Marketing
• Personally, recognizing customers
• Integration of Processes at the back end to identify customer buying habits
• Offering appropriate value and great service to encourage repeat business
• Ensuring that customer satisfaction continues to improve
• Effective tool for retailing customer.
• Promotion gets focused & thus cost reduction
• Frequency of Green Card members doing repeat purchase

Visual Merchandising at Pantaloons

Visual Merchandising-Signage’s

Pantaloons have many signages in store and outside as well to:

• Provide information to customers.

• Clear fonts in capital letter are shown.
• Message is clear and attractive for customer as it provides benefits.
• Using words such as “Just” to attract.
• Short text with clear meaning.
• Include logo to give a rich feeling.

Façade Inside Mall

They used city light poster for inside store visual merchandising and as when a
white light glows behind the poster it attracts more customers.
There are three primary color (Red, Yellow & Blue) and three secondary colors
(Orange, Green & Purple). The primary colors are the colors that can not be made
by mixing any other colors, and the secondary colors are made by mixing two
primaries together. Red combined with Yellow makes orange, yellow combined
with blue makes green, and blue combined with red makes purple.

These six colors often appear together in a color where in this order red, orange,
yellow, green, blue, purple (then back to red). This place the warm colors (red,
orange, yellow) on one side of the wheel, and the cool colors (green, blue, and
purple) on the other side of the color wheel. This also places the secondary colors
in between the two colors that were used found opposite each other on the color
while are known as complementary color known to be opposites – as different from
each other as black is from white, complimentary colors stand out against each
other and are often used together for basic graphic designs.

Through the color theory system, different colors are known to achieve different
effects, Different colors may draw the viewers in, lead the eye of the viewer around
on the surface of the object or image, and create different emotional responses.

Visual Cohesiveness and Balance

Color scheme that holds together well tend to be derived from the color wheel in a
way that is logical and almost mathematical in nature. For example, a
monochromatic color scheme is a color scheme based on one color only.
Complimentary color scheme, on the other hand, are created from two colors that
sit opposite one another on the color wheel (example: blue and orange). A triadic
color scheme is created by choosing three colors of equal distance from one
another on the color wheel.

Colors affect the emotions of the people who see them. In general, cool colors are
colors of calm, sadness or peace, while warm colors are colors of passion,
aggression and excitement. People are aware of this to some degree, and when they
see an image that utilize specific color schemes, they understand the meaning of
those colors.

What will you do when one day you come to office thinking that this, I will design
something so artistic and amazingly dramatic and to your shock you come to know
your budgets have been cut to half. Where you were planning to spend (SSSS) in
a window you come to know it has become half.
But after getting over this shock over tea (20 cups), Pantaloons planned how can
you actually make something really cool in a very tight budget, for the upcoming
promotion which was winter wear window display.

So, they decided that we reuse whatever we can and give a complete make over to
the window.

Before (Festive Window)

After (Winter window)

Store Entrance Signage’s & Stickers
 They also put signage and stickers in front of entrance doors to attract
customers by providing information about the exciting offers.

Space Allocation and Utilization

• Furniture and Fixtures

• Walk Ways and Entries
• Sound Type and density
• Odor Type and Density
• Visual Merchandising- Merchandise Type and Density

Display Areas, Walkways & Doors

Pantaloons stores have attractive display areas, in which they put the dummies,
accessories & all. They have a broad walkway & doorways.

Staffing at Pantaloons

A retail staffing service is different from traditional staffing firm. Temporary

staff associated with these retail-oriented firm are often specifically trained and
experienced in the retail sector. This makes employees of these services more
viable candidates for retail positions in need of being filled, either on a
permanent or temporary basis.

A retail staffing service is an employment firm that specializes in placing

employees in retail positions, raging from clothing stores to big box retailers and
everything in between. This service may court employees with retail experience
or train employees looking to work in retail. Retail staffing firms may from
relationship with retailers throughout the community to funnel workers in to their
stores for training purposes of to land temporary or permanent positions.

Customer Service

We have felt the growing frustration of voting unnecessarily being general on

inefficiency when shopping, in these tough times, customers are more and more
likely to reject bad service when a competitor can offer the same products and
price without the hassle. Retailers can no longer view customer service as an
option and providing a positive retail customer experience is vital. A coherent
and successful retail service model is the differentiating factor between a
successful and unsuccessful business.
Based upon research conducted by customer champions, on behalf of skill smart
Retail, and utilizing interviews with a range of retailers such as Waitrose and
Marks & Spencer through to outstanding independent retailers, this article beings
to cover some of the findings when it comes to retail customer service.

Dress Codes of Staff

At pantaloons they dress code of staff on basis brands. If there is an in house brand
so the staff allotted to it will be wearing the t-shirt of that brands and it the staff is
belonging to any out house brand then he must be wearing the black t-shirt with
the brand name of which they are associated in to. This practice is using by retail
stores to make their customers aware about in house brands and out house brands.

Online Platform of Pantaloons

Pantaloons is also in to online business by their own website that is

www.pantaloons.com wherein customers can check out latest offers online and
order products as well.

Social Media Existence

Pantaloons are using various networking sites to grab its customer’s attention and
as well as try to get them engaged. They are in to Instagram, Twitter and Facebook.
They have also launched an innovative offer on Facebook that is they show a
picture of apparels and shoes as well as accessories in which customers can mix
and match any of them according to their choice. This gives customers a free hand
edge to choose anything and make their taste better.

Small Conclusion of Retail Management

Pantaloons Retail (India) Ltd. Is a company where it services for lifestyle and
value through its products and services. Through the study, it is observed that
pantaloon can be said an organization where the P’s of marketing is taken
seriously for the maximum profitability through large number of products,
promotional activities for the company and a solid organization that the P’s are
worked effectively. The store has been well maintained in accordance with the
latest demands of the consumers and through all these strategies Pantaloon
ensures repeated customer patronage.
 Research Methodology

MEANING:
The systematic method consisting of enunciating the problem, formulating a hypothesis,
collecting the facts or data, analyzing the facts and reaching certain either in the form of
solution towards the concerned problem or in certain generalizations for some theoretical
formulation.

INTRODUCTION:
This report throws light on the satisfaction level of customer at pantaloons Moradabad. For
completion of this report a survey was conducted and for fulfilment of questionnaire, a
sample size of 100 was selected. Different researchers have defined research in various ways
due to its wide scope.

RESEARCH DESIGN

• Descriptive research design

• Casual research design

1) DESCRIPTIVE RESEARCH

Descriptive research emphasizes on explaining the phenomenon by providing factual and

accurate information. It is very suitable for research in education.

It is also known as statistical research, describes data and characteristics about the population
or phenomenon being studied. However, it does not answer question about e.g.
how/when/why the characteristics occurred, which is done analytic research.

2) CAUSAL RESEARCH:
A research design in which the major emphasis is on determining cause-and-effect
relationship.

Here, 1 am taking DESCRIPTIVE RESEARCH as my research design because it

helps me to describe my topic with more details.

SOURCE OF DATA

1) PRIMARY DATA:
The data collected by the researcher himself for finding the solution of a particular
problem or situation, is known as primary data. This type of data is characterized by its
originality as it is freshly collected.

DATA COLLECTON INSTRUMENT:

There are some data collection instruments which are as under:

i Questioner
ii Checklist
iii Distribution
iv Interview
v Observation
vi Records
vii Experimental Approach
viii Survey Approach

Here, 1 m taking QUESTIONNAIRE as DATA COLLECTION INSTRMENT because it will

help me to ask some question to customer regarding my research, through which I can easily
analyses the data.

POPULATION
Pantaloons customer,
Sample size 100.
Sampling Method: Simple Random sampling

SAMPLING

Sampling allows concentrating our attention upon a relatively smaller number of people and
hence, to devote more energy to ensure that the information collected from them is accurate.
A technique which is fundamental for behavioral research is known as sampling and without
using it, research work is not possible.

It is impracticable and impossible to study the whole population due to practical

limitations of cost, time and other factors that are indispensable and operative in studying
the whole population.
For the sole reason of making the research finding economical and accurate, the concept of
sampling has been introduced.

Research objective
This marketing research aims to study:

a. To sale promotion means price offer, discounter, End of the season, etc. customer
towards pantaloons.
b. To measure the sale promotion level of overall shopping experience at pantaloons.
c. To do a study of effectiveness by promotional schemes and offers by Pantaloons.
d. To Understand the different types of sales promotions.
e. To understand the impact of promotion schemes on costumer’s mind.
f. To know the effectiveness of the promotional activities done by
Pantaloons.
 DΑΤΑ ANALYSIS & INTERPRETATION

1. Age:

Particular No. of Respondent

18-30 67
30-45 24
45-60 07
Above 60 02

CHART TITLE
Particular 18-30 30-45 45-60 Above 60

0%
2%
7%

24%

67%

According me, age 18-30, 67%, 30-45, 24%, age 45-60, 07 %, Above 60, 02% Respondent
in pantaloon Moradabad.
 2. Gender:

Particular No. of Respondent

Male 70
Female 30

NO. OF RESPONDENTS
Male Female

30%

70%

According me. Male 70 0 0, female 30 0 0.in pantaloon Moradabad.

 3. Occupation

Particular No. of Respondent

House wife 13
Salaried Person 33
Businessman 27
Student 27

NO. OF RESPONDENT
House wife Salaried Person Businessman Student

13%

27%

33%

27%

According me, housewife 13 %, Salaried person 33 %, Businessman 27 % and student 27 %

in pantaloon Moradabad.
 4. How Frequently do you visit Pantaloon store?

Particular No. of Respondent

Every Week 14
Once in Two Week 21
Once in Three week 24
Once in a month 41

NO. OF RESPONDENT
Every Week Once in Two Week Once in Three week Once in a month

14%

41%
21%

24%

From the above chart we can Every Week 14 0 0, Once in two 21 %, Once in three week 24
0
0, and once in month 41 % are customer shopping in Pantaloon Moradabad.
 5. Through which source did you come to know about this pantaloons outlet?

Particular No. of Respondent

Calling 40
Holding 05
News Paper 05
Friends 7 Family 10
SMS 40

NO. OF RESPONDENT
Calling Holding News Paper Friends 7 Family SMS

40% 40%

5%
10% 5%

From the above chart we can be Calling 40 %, holding 5%, newspaper 05 0 0,

Friends/family
10 %, and SMS 40 0 0 information customer in Pantaloons Moradabad.
6. Does the sale promotion of pantaloons attract you
for shopping?

Particular No. of Respondent

Yes 83
No 17

No. of Respondent

17%

Yes
No

83%
 7. From the above chart we can be Yes 83 Pantaloons attract you for shopping.

N014 0 0 The sale promotion of How do you rate the presentation of products
in Pantaloons?

Particulars No. of Respondents

Very Good 40
Good 30
Average 20
Poor 10

NO. OF RESPONDENTS
Very Good Good Average Poor

10%

20% 40%

I.

30%
 8. How do you rate the offer in pantaloons?

Particulars No. of Respondents

Very Good 25
Good 37
Average 28
Poor 10

NO. OF RESPONDENTS
Very Good Good Average Poor

10%
25%

28%

37%

Good 37 Poor l0
 9. Do you think to displays it is easy to shop at pantaloons?

Particular No. of Respondent

Yes 74
No 26

NO. OF RESPONDENT
Yes No

26%

74%

Yes74% N026%
 10. Do the sale promotion activities of pantaloons made you to visit
pantaloons again?

Particular No. of Respondent

Yes 85
No 15

NO. OF RESPONDENT
Yes No

15%

85%

Yes 85% No 15%

 11. How the display of offer communication in store?

Particulars No. of Respondents

Very Good 82
Good 07
Average 05
Poor 06

NO. OF RESPONDENTS
Coupon Price Cut Bonus Point Poor

6%
5%
7%

82%

From the Very good 82 average 05%come in pantaloons.

 12. Which type of sale promotion activities attracter you to visit in
pantaloons?

Particulars No. of Respondents

Coupon 36
Price cut 45
Bonus Points 11
Ticket Size Offer 08

NO. OF RESPONDENTS
Coupon Price cut Bonus Points Ticket Size Offer

8%

11%
36%

45%

From the price cut45 0 and lowest ticker size08 0 oncome in pantaloons.
 13. Do you think that sale promotion activities of pantaloons would save your money?

Particulars No. of Respondents

Strongly Agree 11
Agree 49
Strongly Disagree 21
Disagree 19

2
Strongly Agree Agree Strongly Disagree Disagree

11%
19%

21%

49%

From the agree 49 strongly agree 17 0 oncome in pantaloons.

 14. Would you recommend pantaloons other?

Particular No. of Respondent

Yes 86
No 14

NO. OF RESPONDENT
Yes No

14%

86%

From the above chart we can be higher Yes86 No 14 %come in pantaloons.

 15. According to you in store advertising affects the consumer preference?

Particular No. of Respondent

Yes 96
No 4

No. of Respondent

4%

Yes
No

96%

From the Yes96 No 04 %come in pantaloons.

 16. According to you what is role of "sale promotion" in marketing?

Particulars No. of Respondents

Increase Brand Awareness 07
Provide Information 17
Increase Sale 76

Chart Title

7%
17% Increase Brand Awareness
Provide Information
Increase Sale
76%

From the above chart we can be higher Increase sale 76 Increase brand awareness 07%come
in pantaloons.
 17. Which sale promotion technique is more
effective?

Particulars No. of Respondents

Coupon 41
Price cut 21
Bonus Points 08
Ticket Size Offer 30

No. of Respondents

30% Coupon
41% Price cut
Bonus Points
8% Ticket Size Offer
21%

From the Coupons 41 % and lowest Bonus points 08

%come in pantaloons.
 18. Do you believe that sale promotion activities help in guiding customer on purchase
decision?

Particulars No. of Respondents

Strongly Agree 24
Agree 20
Strongly Disagree 42
Disagree 14

No. of Respondents

14%
24% Strongly Agree
Agree
Strongly Disagree
42% 20% Disagree

From the above chart we can be higher agree 42 % and lowest strongly agree 14 0 oncome in
pantaloons.
 FINDINGS

Brand awareness, Brand familiarity, brand likeability, Sales promotion and marketing
communication in this study. In theory, if a person is unfamiliar with a brand, the information
they get from the marketing communication and should have a relatively strong influence on
their attitude towards the brand.

• As per survey males are responded more than female.

• As per survey most of the consumers come for shop between 25-40 age groups.
• From the survey it is found that most of the customer come for shop in pantaloon are
professional 38 percent, student 27 percent, and house wife 20 percent.
• It is found that 79 percent of the consumers visit pantaloon frequently.
• As on survey most of the customer come to pantaloon getting influenced by promotional offers
discount, and the range of product available in the store.
• Maximum customer come to know about pantaloon through advertisement and through
friends and relatives.
• Based on survey 75 percent customer felt attractive about the advertisement provided by
pantaloon.
• pantaloon advertisements also helpful as effectively influence to visit store and helps to
recognize pantaloon as departmental stores.
• As per consumers survey most attracted visual elements are the image and the design at
advertisement.
• Most of the customer are satisfied about the quality of product as per the advertisement.
• From the survey it is found that the displays are helpful for the customer to shop easily.
• As on survey we can understand that the promotional activities also help them to visit
Pantaloon again.
• Based on survey most of the consumers influence by television media and print media.
• As per survey out of 100 per cent respondent’s 70 percent customer said pantaloon offers
attract and induced them to purchase.
• Pantaloon mainly deal with middle income group people who want qualitative product with
reasonable cost.
 SUGGESTION

• 12-month pantaloon should issue coupon on purchases 2999 and 4999 etc. To keep
customer regular visit in the store for shopping.

• Now competitors also increasing and they also providing more promotional offers so
pantaloon has to increase more promotional offers.
• pantaloon should increase the duration of the promotional offers.
• Customer doesn’t leave the store without happiness, so give better service to the
customer.
• Give better service to customer.
 LIMITATION OF THE STUDY

The study conducted may have information given from the customers.
The information obtained or the collection of data is limited.
The geographical limit of the study was restricted to Rajkot region.
The time given to collect the sample was limited.
The information was not filled properly by the respondents.
 CONCLUSION
It is the concluded that sales promotion is important to improve the sales of the company and to
reach new customers. Each and every organization should have a good strategic plan for their
promotion to withstand in the market with huge competition. The discounts and loyalty program
in the company will improve the sales by attracting new customers. The best sales promotion
will help the company to fulfil the organizational objectives. The sales promotion is must to
improve their sales in every organization. The sales is monitored based on the promotional
activities practiced by the organization, the company should have better promotional activities
practiced in the organization to estimate the sales.
 Bibliography
• Marketing Management: - By Philip Kotler

• Business Today: - A magazine, advanced in Business buzz

• Image: - Business of Fashion

• Marketing Management: - Philip Kotler & Gary Armstrong

Book
Borden, Neil. (1942), The Economic Effects of Advertising, Homewood, Ill: Richard D.
Irwin, Inc.
2. Chunawalla, S.A.; and Sethia, K.C. (2004), Foundations of
3. Advertising - Theory and Practice, Himalaya Publishing House, Mumbai.
4. Dunn, Watson S. and Barban Arnold M. (1974),
5. Advertising its Role in Modern Marketing, 3rd Edition

Website: -

www.pantaloons.com

www.pfrl.com

www.abfrl.com
 ANNEXURE

QUESTIONNAIRE

1) Name:

2) Age:
a) 18-30
b) 30-45
c) 45-60
d) Above 60

3) Gender
a) Male
b) Female

4) Occupation
a) Housewife
b) Salaried person
c) Businessman
d) Student

5) How frequently do you visit Pantaloon store?

a) Every week
b) Once in two
c) Once in three weeks
d) Once in a month
6) Through which source did you come to know about this pantaloons outlet?
a) Calling
b) Holding
c) New paper
d) Friends/family
e) SMS

7) Does the Sale promotion of Pantaloons attract you for shopping?

a) Yes b) No

8) How do you Rate the presentation of products in pantaloons?

a) Very good
b) Good
c) Poor
d) Average

9) How do you Rate the offer in pantaloon?

a) Very good
b) Good
c) Poor
d) Average

10) Do you think due to displays it is easy to shop at pantaloons?

a) Yes
b) No

11) Do the sale Promotion activities of pantaloons made you to visit pantaloons again?
a) Yes
b) No

12) How the display of offer communication in store?

a) Very good
b) Good
c) Poor
d) Average
13) Which type of sale promotion activities attracter you to visit in pantaloons?
a) Coupons
b) Price cut
c) Bonus Points
d) Ticket Size offer

14) Do you think that sale promotion activities of pantaloons would save your money?
a) Strongly disagree
b) Disagree
c) Agree
d) Strongly Agree

15) Would you recommend pantaloons other?

a) Yes
b) No

16) According to you in store advertising affects the consumer preference?

a) Yes
b) No

17) According to you what is role of 'sale promotion' in marketing?

a) Increase brand awareness
b) Provide information
c) Increase sale

18) Which sale promotion technique is more effective?

a) Coupon
b) Ticket price
c) Reward points
d) Price Cut
19) Do you believe that sale promotion activities help in guiding customer on purchase
decision?
a) Strongly disagree
b) Disagree
c) Agree
d) Strongly Agree

20) Do the sale promotion activities of Pantaloon made you to visit Pantaloons again?
a) Yes

b) No