A PROJECT REPORT ON COST EFFECTIVE METHODS OF MARKETING FOR THE LOOT (INDIA) PVT. LTD.

BY NISHA TANNA UNDER THE GUIDANCE OF PROF. MEENAL DHOTRE

SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA)

THROUGH VISHWAKARMA INSTITUTE OF MANAGEMENT PUNE-48.

ACKNOWLEDGEMENT
I express my sincere thanks to the management of my college for giving me the opportunity to experience the working of one of the most relevant enterprises for my training programme. I am grateful to my institute Director for his excellent co-operation with the industry for the summer internship Program and thus giving me an opportunity to enhance my management and technical skills in the sense of the organizational activity. First of all I would express my heartfelt gratitude to my mentors Prof. Meenal Dhotre, who helped me in every aspect of my project from start to end. Without her active support this project would not have been success. I also feel greatly indebted for the privilege of having Mr.Sanoj Alinkil, DGM (Marketing) & Ms. Zaara Hooda (Asst. Marketing Manager) as project guide who gave me an opportunity to work on this unique and splendid project. I am grateful to them for their direction, assistance and guidance. Their recommendations and suggestions have been valuable for the success of this project. Finally, I also would like to express my deepest gratitude towards Vishwakarma Institute of Management for providing me an opportunity to undergo this internship program.

TABLE OF CONTENTS SR. No.

1. 2. 3.

TITTLE
EXECUTIVE SUMMARY SECTOR INTRODUCTION COMPANY PROFILE

PAGE NUMBERS
1-2 3-7 8-15

4.

PROJECT INTRODUCTION

16-32

5.

DATA ANALYSIS AND INERPRETATIONS a) SWOT Analysis b) Cost Effective Methods of Marketing for the Loot. c) Study of Promotional Schemes OBSERVATIONS & FINDINGS

33-53

6.

54

7.

LIMITATIONS

55

8.

RECOMMENDATIONS

56

9.

CONCULSION

57

ANNEXURE

EXECUTIVE SUMMARY
THE LOOT is one of an emerging multi branded discount chain having 35 stores with presence in apparels, accessories and footwear. Mr. Jay Gupta is the Managing Director of the LOOT. The concept of Loot addresses the wide range of brands - national as well as international which are of interest to the mass market. They are the brands that provide More for less. Loot offers minimum discounts of 25% up to 60%. The Loot has a wide range of apparels, accessories & footwear for both men women and even kids. The Loot is the only such format which offers discounts throughout the year.

OBJECTIVE Primary objective of the project was to design cost effective promotional activities and understand the preferences of the target customers for the Loot. Project has a supportive objective of finding out the perception of consumers on various sales promotion activities & to examine the effect, on the sales & footfalls.

RESEARCH METHODOLOGY The questionnaire for the Loot was designed in such a way so as the find out the perception of the customers, which would help in analyzing whether such schemes would be recommended in future. The data collected was done by interviewing all the store managers across Mumbai city.

TOOLS USED The questions were asked in order to understand the various sales promotions used by Loot, the customers interest in the scheme as well as the effect on net footfalls and sales. ANALYSIS The data gathered was firstly sorted and tabulated & represented by the use of graphs and charts, as well as in the form of responses of the shoppers.

FINDINGS The Loot should offer Membership Cards to all the customers to ensure Customer Loyalty. The Customers at Loot have a preference for both cash discounts and free gifts. Various differential outcomes are observed by customers in prevailing different schemes. Mens denim and casuals are popular among stores. The customers like better discounts on prevailing offers and schemes like Buy 1 get 2 free.

CHAPTER 2 SECTOR INTRODUCTION

2.1. RETAILING
It consists of the sale of goods or merchandise from a fixed location, such as a department store or kiosk, or by post, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. A retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain.

2.2. INDIAN RETAIL

Retail is Indias largest industry, accounting for over 10 percent of the countrys GDP and around eight percent of employment. Retail in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. That said, the heavy initial investments required make break even hard to achieve and many players have not tasted success to date. However, the future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. Retailing in India is gradually inching its way to becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping. Modern retail has entered India as seen in sprawling shopping centers, multi-storied malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retail and growth in the consumption by Indians is going to adopt a higher

growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing working-women population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector. All these trends and developments present a great business opportunity for software and hardware vendors from across the globe. Indian solution providers are targeting this segment have reason to rejoice. For while organized retail occupies a miniscule two to three percent of the overall Indian retailing industry, that is poised to change.

2.3 EVOLUTION OF INDIAN RETAIL

Historic/ Rural Reach

Traditional/ Pervasive Reach

Government Supported

PDS Outlets Khadi Stores Cooperatives Convenience Stores Mom and Convenience Pop/Kiranas Stores Mom and Pop/Kiranas

Modern Formats/ International Exclusive Brand Outlets Hyper/Super Markets Departmental Stores Shopping Malls Concept Stores

Weekly Markets Village Fairs Melas

Source of Entertainment

Neighborhood Stores/ Convenience

Availability/ Low Costs / Distribution

Shopping Experience/ Efficiency

2.4. ORGANIZED RETAIL ACROSS THE WORLD

2.5. KEY RETAIL GROWTH DRIVERS

2.6. MODERN FORMATS

2.6.1. DEPARTMENT STORE
These are the general merchandise retailers offering various kinds of quality products and services. It is a retail establishment which specializes in selling a wide range of products without a single predominant merchandise line. Department stores usually sell products including apparel, furniture, appliances, electronics, and additionally select other lines of products such as paint, hardware, toiletries, cosmetics, photographic equipment, jewelry, toys, and sporting goods.

2.6.2. SUPERMARKETS/CONVENIENCE STORES

It is a self-service store offering a wide variety of food and household merchandise, organized into departments. It is larger in size and has a wider selection than a traditional grocery store and it is smaller than a hypermarket or superstore. The supermarket typically comprises meat, fresh produce, dairy, and baked goods departments along with shelf space reserved for canned and packaged goods as well as for various nonfood items such as household cleaners, pharmacy products, and pet supplies. Most supermarkets also sell a variety of other household products that are consumed regularly, such as alcohol (where permitted), household cleaning products, medicine, clothes, and some sell a much wider range of nonfood products.

2.6.3. HYPERMARKETS
These are generally large self-service outlets, offering a variety of categories with deep assortments. These stores contribute 30% of all food and grocery organized retail sales. Example: Big Bazaar. It is a superstore which combines a supermarket and a department store. The result is a very large retail facility which carries an

enormous range of products under one roof, including full lines of groceries and general merchandise. When they are planned, constructed, and executed correctly, a consumer can ideally satisfy all of their routine weekly shopping needs in one trip.

2.6.4. DISCOUNT STORES

These are the stores or factory outlets that provide discount on the MRP items. They focus on mass selling and reaching economies of scale or selling the stock left after the season is over. It is a type of department store, which sell products at prices lower than those asked by traditional retail outlets. Most discount department stores offer wide assortments of goods; others specialize in such merchandise as jewelry, electronic equipment, or electrical appliances. Discount stores differ because they sell branded goods and prices vary widely between different products.

2.6.5. MULTI BRAND OUTLETS

The customers can easily bargain on the MRP. But most of the people think multi-brand retailing is more viable option for the retailers and it is attractive from the customers point of view as well. People can definitely go to the branded showrooms to see the products; they can buy it even, especially when he wants any particular product of any brand. Multi-brand retail outlet is more attractive from the consumers point of view it gives customers option to as people will get more options to choose from wide range of products and they will get it all under one roof.

2.6.6. SPECIALTY STORES/CONCEPT STORES

The retail chains, which deal in specific categories and provide deep assortment in them are specialty stores. Examples are RPG's Music World, Mumbai's bookstore Crossword, etc.

CHAPTER 3 COMPANY PROFILE

3.1. THE HISTORY OF LOOT

The Loot is a multi brand discount store, offering customers a wide range of products with discounts ranging between 25% to 60% off through out the year. The Loot offers the right mix of apparel, from semi-formals to casuals, for both men and women, along with sportswear, footwear, accessories and kids wear.. They showcase brands like Kappa, Bossini, Adidas, Nike, CAT, ID, Spykar, Liliput, Giny & Jony, Disney, Ruff Kids, Lee Youth, W, Welspun, Puma, Reebok, Fila, Umbro, New Balance, Van Huesen, Allen Solly, Arrow, Lee, Lee Cooper, Wrangler, Pepe Jeans, Parx, Park Avenue, Colours, Blackberrys, Riffle, Ragz Jeans, Recap, SF jeans, Thomas Scott, Red Tape, Marco Ricci, Rifle and international brands like Banana Republic, GAP, Old Navy & Mercedes. New Arrivals include FCUK, Calvin Klein John Player, Excalibur, Flying Machine, Barbie. The LOOT is one stop-fashion destination showcasing global brands at unbelievable prices for all brand freaks in the city. The LOOT started in the year 2004 as a Value Retail format. Post the launch and the stupendous success of the first store in the year in the year 2004. The LOOT has set up 20 outlets, which are currently operational in the year 2005.The LOOT was nominated in India Fashion Forum for the best value store in India: and in 2006. In 2007 Loot was nominated by Indian retail forum for Retail Design & Visual Merchandising

3.2. STRENGTHS OF THE LOOT

The LOOTs Strengths as a retailer lies in proper procurement and an excellent supply chain management. This helps in getting better pricing from the manufacturer and thereafter passing the benefit on to the consumer. The LOOT currently offers the right of mix of mens and womens semi- formal, casuals, sports category of garments, footwear & accessories, kids wear etc.

3.3. THE COMPANY HAS 4 MAIN FORMATS AS BELOW:

SMALL MEDIUM LARGE XTRA LARGE

1000 2000 2000 4000 4000 8000 8000 +

Category Stores Men/ Women/Footwear/Accessories Men/ Women/Footwear/Accessories Men/ Women/Footwear/Accessories & Lifestyle products

The Loot currently operates 35 stores in cities like Mumbai, Navi- Mumbai, New- Delhi, Bangalore, Pune, Goa, Surat, Ahmedabad, Jabalpur, Jalgaon, Amritsar, Aurangabad and Nashik. Shortly Opening Stores in Mysore, Raipur, Baroda, Guwahati, Kalyan in Mumbai are on the anvil. To propel the growth of the company and to move to the next level, The LOOT has invested skillfully in IT. The company focus is also on personnel training and great emphasis is being laid on preparing the back end to take growth to about 100 stores by the year 2008-2009.

3.4. LOOT STORE LOCATIONS

Tier I
Delhi Bangalore(Marathalli ) Banshankari Rajaji Nagar Mumbai Marine lines Bandra Andheri Malad Parel Chembur Hughes Road Mahim Link Road -Malad Sion Mumbai Central Kalyan Vasai Andheri Lokhandwala Santacruz

Tier II
Pune Ahmedabad Navi Mumbai Surat Goa Pune Aundh Solapur Bhopal Trivendrum Patna Pune (Fatima Nagar, M.G. Road, Satara Road) Nagpur Indore Mangalore Bhopal

Tier III
Nasik Aurangabad Mysore Jabalpur Raipur Jalandar Amritsar Jalgaon Ambala Bikaner Ahmednagar Shillong Guwahati Guwhati Faridabad Gaziabad Kutch Vapi Hubli Belgaum

Operational 35 stores In progress 29 stores

The LOOT is currently Operational in 32 stores across India. The cities in green are at a nascent stage.

3.5. EXECUTIVE BOARD OF THE LOOT

3.5.1. MR.JAY GUPTA: MANAGING DIRECTOR
The man behind The Loot Mr. Jay Gupta was born in the village of Birganj, Nepal, and after doing his schooling from Dr. Grahams School in Kalimpong, Darjeeling. He graduated from S.I.E.S. College, Mumbai. Barely out of college, he started his business in 1996, initially to get into the garment and footwear business by opening some franchisees stores for brands like Colour Plus, Adidas, Nike, Weekender etc. After exploring and researching various options, Jay zeroed in on the idea of giving the best brands to the customers at the bet prices, all under one roof. From this idea and value proposition, the concept of Indias first MULTI BRANDED DISCOUNT CHAIN, WAS BORN. As many other pioneers who took on the challenge of questioning paradigms, The Loot too was faced with innumerable obstacles and skepticism in the initial stages. Slowly and steadily, after initial problems, the concept was giving grudging respect & Appreciation by both customers & business associates. With each passing day, Jays Appetite to fuel his desires and ambitions further were driving him to try and achieve more than a single store success. One became two which became three and then moved to multiple cities and locations and faunally in a short span of 5 yrs, 35 Loot stores (approximately 160000 sq.ft. retail carpet area) have been set up throughout the country. Cities include Mumbai, Navi Mumbai and Delhi, Nashik, Pune, Surat, Ahmedabad, Aurangabad, Jabalpur, Raipur, Ludhaina and a shop in shop with Spencers Malad (Mumbai). The LOOT has also signed an additional 60000 sq.ft., with stores shortly opening at Jabalpur, Mysore, Chandigarh, Kalyan, Sonipat, & Kolhapur.

He along with a team of professional have now mapped up the growth of THE LOOT to about 100 Crores by 2008-2009. He feels that he has got a model which will work in any town in this country; hence he sees no hitch in the growth, and however he is truly aware of the competitive market of Indian Retailing & hence adding a lot of USP into his business, which will always keep him different from other players in the market.

3.5.2. MR. RAJINDRA PAL CHHABRA: CEO

Mr. RajinderPal. Chhabra the CEO spearheads the Finance and Business Development division of the chain. A graduate of the Mumbai University, Mr. Chhabra brings along a wealth of experience in strategic financial management, having spent 39 fruitful years in the banking industry. He began his career in finance with the Reserve Bank of India, where 17 years and then switched over to the Industrial Development Bank of India where he rose to become the Chief General Manager before retiring in March 1998. Prior to joining The Loot, Mr. Chhabra served as the Director of Garware Chemicals and Garware Polyester, overseeing all operation of the plants, including production, marketing, administration besides fianc and account. His expertise in financial planning and managerial skills will certainly give thrust to The Loots growth plan.

3.6. BRAND AMBASSADOR

MR.GULSHAN GROVER
The Loot concept revolves around the villainous character who is a skilled lootera and makes leading International and Domestic brands available at discounted rates (up to 60%) to the consumers. Through this campaign, the Loot aims to leverage the negative shades of Gulshan Grover to lure the consumers by influencing their desire for great steals on Big brands.

3.7. COMPANYS USP

BUY 1 GET 1 FREE 365 DAYS DISCOUNT UPTO 60% OFF MINIMUM 25% IOFF NO FAKES NO SECONDS

3.8. ACHIEVEMENTS In 2005 won an award for the best performing store in India (adidas) As per The Franchising World, The Loot is amongst the Top 50 business opportunities (2008) in India Nominated by India Retail Forum
2005 2006 2007 2007 2007
As Value retailer of the year As Value retailer of the year For Innovative Concept For Retail Marketing Campaign For Retail Design and Visual Merchandising

3.9. WAREHOUSE
The LOOT is the first Surplus multi brand discount retailers who have put up a technologically upgraded warehouse with a stocking capacity of over 10 lacs pieces at any point of time to meet requirements up to 400 stores without any interruptions with full logistics in place. IT investments to match growth needs e.g... Point Of Sale, Distribution, Enterprise Indias first 10000 + sq feet retail franchisee format in our segment

3.10 BUSINESS CONCEPT & MODEL

The Loot is appropriately and uniquely positioned to meet this proposition i.e. Quality at an Affordable Price.

Sourcing surplus products from national & International Brands

Procurement

Sourcing from Low Cost manufacturers and retail them as private Brand

Centralized Warehouse

Sale to stores

Sale at minimum 25% to 60% discounts on Actual MRP of Branded Products

3.11. The LOOT sells 60 National & International brands under our roof

CHAPTER 4 PROJECT INTRODUCTION

OBJECTIVES OF THE STUDY

To design cost effective promotional activities. To understand the preferences of the target customers. To find out the perception of consumers on various sales promotion schemes. To examine the effect on the sales and footfalls. To suggest ways to increase point of purchase sales.

4.1. ADVERTISING
Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising 'media' such as newspapers (local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides).

4.2. Kinds of Advertising

Pio nee ring Co mpe titiv e

Kinds Of Product Advertisi ng

Re min der

4.3. Planning the Message

Get Attention

Hold Interest

Arouse Desire

Obtain Action

4.4. Choosing Media

Television SMS

Newspaper

Magazine

Major Kinds of Media

Direct Mail Outdoor

Radio

Internet

4.5. IT'S ALL ABOUT FOOTFALLS AND CONVERSIONS

Most malls today justify their rentals on the basis of "footfalls" (or the number of people who visit the mall) and "conversions" (the number of the "footfalls" that open their wallets). One of the biggest challenges for retailers is determining the factors that drive footfall into stores. The consultants have enabled the retailer to plan advertising spend and predict the adverse effects of season and prepare promotions accordingly.

INCREASING FOOTFALLS
It is strongly recommended that one focuses on developing and educating the market. Location is one of the key elements for having high footfalls You can create a low-cost fliers campaign giving attractive offers and tie up with the local newspaper vendor to insert the handbills. Build customer loyalty by creating a point-based rewards programme. Most successful consumer durable or music retailers do this to ensure repeat purchasing. Ensure that the excitement level in the store is always high. To work closely with multiple vendors to ensure you have some exciting scheme every month.

4.6. TYPES OF ADVERTISING

ABOVE THE LINE
Above the line (ATL) is an advertising technique using mass media to promote brands. Major above-the-line techniques include TV and radio advertising, web and internet banner ads. This type of communication is conventional in nature and is considered impersonal to customers. Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines. It is more effective when the target group is very large and difficult to define. But, if the target group is limited and specific, it is always advisable to use Below the line promotions for efficiency and costeffectiveness.

THROUGH THE LINE

Through the line (TTL) refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the 'line'. Example: A TV commercial that says 'come into the store to sample XYZ product'. In this example, the TV commercial is a form of 'above the line' advertising and once in the store, the target customer is presented with 'below the line' promotional material such as store banners, competition entry forms etc.

BELOW THE LINE

Below the line (BTL) sales promotions are short-term incentives, largely aimed at consumers. Below-the-line' promotion or communications, refers to forms of non-media communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies. Some of the ways by which companies do BTL (below the line) promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc. BTL promotions are gaining popularity among all big companies nowadays considering their effectiveness because of the "individual customer promotion" at a price, which is much lesser than the normal media promotions.

4.7. COMPARISON BETWEEN ABOVE THE LINE & BELOW THE LINE ADVERTISING.

ABOVE THE LINE

BELOW THE LINE

Definition

It is an advertising technique using mass media to promote brands.

An immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration.

Form of Communication

Mass media

Non Mass media

Type of Communication

Impersonal to customers.

Short-term incentives, largely aimed at consumers

Types

Direct mail and Printed media(usually involve TV & Radio advertising, no motion graphics), Web & Internet banner public relations and ads sales promotions

Brand Building Strategy

Conventional

Unconventional

Suitability

Target group is very

large and difficult to define.

Target group is limited and specific.

Cost

Comparatively high

Comparatively Low

4.8. METHODS OF ABOVE THE LINE SALES PROMOTION

4.8.1. NEWSPAPERS
The market The display advertising component of the newspaper market in India for 2007 was valued at Rs. 9,290 crore. This is a growth of 18% over 2006 (Rs7, 856 crore). Print, in spite of being the biggest incumbent medium, continued to attract the largest share of advertising spends. Publications are also actively looking at ways to tap into the local advertising market with Go local drives by way of new supplements. With restrictions in OOH (out-of-home) medium usage in some cities, publications are increasingly targeting retailers and cashing in on their diverted OOH spends. The reader The India reader has never had it better, has a choice of multiple flavors and publishing houses are more than willing to cater to his/her tastes. The future Rising literacy levels and limited access to the Internet will be the key reasons why print will continue to grow. Just as in 2007, this year will see a host of new launches. Newsprint prices are on the rise and the next few quarters will continue to see increasing prices and shortages. This will put pressure on margins, forcing publishers to look at new formats/revenue streams. Growth in transport infrastructure will result in the launch of commuter newspapers across cities.

E.g. For instance, Delhis underground will have 100 stations in three years time and this is the target group most coveted by advertisers, and media houses are already launching publications to tap into this bunch.

4.8.2. MAGAZINES
Niche is the watchword here A spate of new launches is expected, with almost a dozen global players planning India editions. The market Niche international titles are flocking to India and not to be outdone, local publication houses are launching targeted special interest titles to cash in on the advertisers liking for suitable editorial environments for their brands The future The market is expected to see a spate of new launches in the coming months, with almost a dozen global players planning to launch India editions.

4.8.3. TELEVISION
Television is one medium that has surprised even the media pundits and delivered higher growth than expected. As newer channels are launched and fragmentation continues, we expect similar growth in the coming year. The market 2007 witnessed the launch of over 30 new channels across genres. Advertisers in these categories value impact as much as cost efficiency in their choice of media and believe that TV is more suited to their lifestyle approach to advertising. Regional/niche channel launches have, however, helped in expanding the market by reducing the entry cost for many advertisers from categories like real estate, retail, education and dot-com. The future The key drivers for this growth will be: Launch of new channels and the resultant audience fragmentation leading to higher cost per contact. Increased launch activity by advertisers in sectors like cellular service, DTH (direct-to-home), personal finance and FMCG. New channel launches will reduce the entry cost for first-time advertisers who will increasingly sample the medium.

4.8.4. RADIO
A dream come true for retailers. The entry of FM channels into smaller markets will increase the reach of the medium The market Radio has become the integral part of many campaigns.

 The top categories contributing to the growth of radio are banks, financial institutions, telecom, retail, media (TV channel promotions and films), auto, real estate and IPOs. Radio has become a retailers dream come true and almost 70% of the deals are tactical in nature (linked to brand promotion rather than brand building).

The players
Radio channels with the highest number of operational stations are Radio Mirchi with 32 stations, Radio City with 16 stations, Big FM with 44 stations and My FM with 17 stations.

The product
Today, 70% of the total radio revenues come from spot buys and activations (1012%) and innovations (18-20%) bring in the balance.

The audience
The primary target group for radio is the 18-34 age group.

The future
This growth would be driven by: Entry of FM channels into smaller markets. Multiple ownerships of channels in the city will help networks in providing station bouquets covering different target segments.

4.8.5. OUTDOOR
Its a market waiting to take off, with site owners, such as airport authorities, realizing the potential The market The city beautification drive by the metropolitan corporations is causing a rationalization of larger format OOH (out-of-home) media such as hoardings. Interestingly, there is a rise in development of smaller frequency builder and ambient OOH media such as pole kiosks and bus shelters, to name a few. Key advertiser categories such as automotive and financial services use OOH mediums tactically to lend support to local retail channels and dealerships. The future Advertisers dont seem to question its efficacy as they do for emerging media. The burgeoning of mall spaces as well as the modernization and expansion of existing infrastructure is bound to increase over the next five years when there would also be new Airports built too.

4.9. OTHER EMERGING MEDIA INCLUDE:

4.9.1 DIGITAL
Solutions that click with clients Internet searches, networking sites and mobile services are becoming increasingly popular The market The digital media, comprising Internet and mobile, is the fastest growing medium, albeit accounting for only 2% of total media spends. Most categories are using the medium for lead generation. Advertisers are moving away from pure display advertising to Internet search as the returns are measurable and, hence, it is easier to evaluate the efficiency of the campaign. The players The key players can be categorized into search engines (Google), horizontal portals (Yahoo and Rediff). Sites like Orkut and Facebook have become youth icons. A lot of advertisers used these platforms to generate positive word-of-mouth. The future Social media is gaining relevance in building communities. With the ever increasing demand for digital media and increase in spends by top categories, Internet, search and mobile services are expected to grow in 2008 by 60%, 80% and 60%, respectively.

4.9.2. CINEMA
Cost effective and high impact Advertisers can effectively showcase their brands against an entertainment backdrop The strong growth of cinema in India in the last five years has implications not just for film producers, distributors, audiences and cinema hall owners, but also for advertisers reaching out to film-going audiences. There is no time delay in the advertising message reaching even the smaller towns. Cinema advertising is finding easier acceptance in the media plan for many brand categories. Advertisers use cinema to effectively showcase their brands against an entertainment backdrop and access the star power that drives consumers to theatres. Even though cinema has lower reach than TV, it is a far more cost effective and high impact medium.

4.9.3. RETAIL MEDIA

Shopping for ad space? Restrictions on OOH and the boom in organized retail are giving a boost to this segment The market

 Organized retail is booming in India and as a result, retail media is beginning to take a more definitive form and has grown by 50% from a Rs150 crore medium in 2006 to Rs.225 crore in 2007. Retail media in India currently consists of traditional options such as facades/show windows, static media in stores such as standees and drop-down banners. In addition to these, retail television and store magazines have emerged as popular mediums. Activation/contests (including kiosk/promoters/sampling, etc.) have become effective modes to increase interactivity and engage the consumer. These options are available in destinations such as malls, quick service restaurants (QSRs, including coffee chains), department stores, music stores, supermarkets, cinema (excluding screenings) and other locations such as consumer durable chains and health and wellness chains. The players Future Media India Ltd is one of the early movers in this space with a pan-India retail media offering across formats. Other key players in the retail media space are department stores like Shoppers Stop, coffee chains like Caf Coffee Day and music outlets like Planet M. Advertising expenditure on retail TV is expected to increase by 300% by the end of 2008. The future Possible drivers of future growth:

 Use of technologies like video mining and RFID (radio frequency identification) by retailers and vendors would help to customize offers for consumers and also put metrics in place for advertisers.

4.10. METHODS OF BELOW THE LINE SALES PROMOTION 1. PRICE PROMOTIONS

Price promotions are also commonly known as" price discounting". These can be done in two ways: 1. A discount to the normal selling price of a product, or 2. More of the product at the normal price. Alt Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off.

2. COUPONS 3. GIFT WITH PURCHASE 4. COMPETITIONS AND PRIZES

This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost up sales for temporary period and ensure usage amongst first time users.

5. MONEY REFUNDS
Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers often view these schemes with some suspicion particularly if the method of obtaining a refund looks unusual or onerous.

6. FREQUENT USER/LOYALTY INCENTIVES 7. POINT-OF-SALE DISPLAYS

Shopping habits are changing for the people living in metropolitan cities. People prefer big retail outlets like Big Bazaar to local kirana stores. Most of the decisions of buying are taken by the virtue of point-of-sale displays in these retail outlets.

CHAPTER 5 DATA ANALYSIS & INTERPRETATION Part - A

PART - A
SWOT ANALYSIS FOR THE LOOT
STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS (SWOT). SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors.

SWOT ANALYSIS In SWOT, strengths and weaknesses are internal factors, whereas opportunities and threats are external factors. SWOT for LOOT STRENGTHS LOOT knows its home market well and has already reacted to changing competitive conditions in it by opening its own discount stores. It has a very New Innovative concept of offering discounts throughout the year. It has a diverse range of retail outlets with national coverage.

 It is a store of Value for Money. A wide range of different brands all under one roof. Complete outlet with the right mix of apparel, from semi-formals to casuals, for both men and women, along with sportswear, footwear, accessories and kids wear. LOOT is a very profitable organization, earning Rs. 52 crore in the financial year 2007-2008.

WEAKNESSES Some of the locations of the stores are not at convenient places hence it has less fleet of foot compared to other retailers. LOOT reputation comes up only as a discounted store. As Loot is Opportunity Buyers, they sometimes might not get Customers the right size they are looking for. LOOT is one of the largest retail chain, despite its IT advantages, could leave it weak in some areas due to the huge span of control. OPPORTUNITIES LOOT has been doing well in terms of adding new premium products. Extending this range further promises more customer loyalty. A developing market such as Internet, i.e. by creating its own website, blogs and groups would create Brand Awareness. Loot could also look in future in extending its range from accessories, designer wears to even home furnishing. Promoting its Private label range, would increase its awareness in addition to bringing higher margins of profits.

 Franchising would help in fast expansion of these stores and can counter the threat posed by other retailers. As Brands are recognized internationally, market brings in lot of scope for future expansion plans.

THREATS Larger competitors ready to challenge Loots now overly dominant position. There is still potential for other international players to move into the Indian market, which could challenge Loots position in the long run.

CHAPTER 5 DATA ANALYSIS & INTERPRETATION Part - B

Finding Cost effective methods of Marketing for The LOOT

PART - B
FINDING COST EFFECTIVE METHODS MARKETING FOR THE LOOT 5B.1. FREE STUFF
To promote the goods in the store by giving freebies along with the purchase up to certain predefined amount. It can be any accessories like bottles, ear tops and caps. This not only provokes the buyer to purchase the goods worth the amount but also helps in clearing the slow moving stocks in the store
E.g. Eccentrics bottles or umbrellas, deodorants free on a purchase of goods worth

Rs.1000 and above. Distribute specialty products such as pens, diaries or mugs with our store's logo. Kids are very fond of toys and gifts. They get really happy when they receive a toy in any form. E.g. A coloring book, fancy pencils and small toys to even tattoos, all these can be used to promote our kids collection section. E.g. Toys related to a specific movie release.

5B.2. COUPONS
Coupons should motivate the consumer to not only purchase the product but to take notice of the brand. Coupons are used to Entice Return of Former Customers It can generate a short-term boost in traffic to most retailers. Only a small portion of coupons may actually be redeemed, however establishing brand awareness is one of the long-lasting effects of a coupon promotion.

 Evaluating the method the coupon is delivered along with the coupon response, product sales and profits can help determine which promotion or coupon works best with the audience. E.g. Customers can be issued coupons of worth say amount Rs.100 on a purchase of say Rs.1000 which they can redeem on their next purchase. Discount Coupons are very popular among youth; they can be easily distributed in colleges and other hang out places like cafes, restaurants and pubs.

5B.3. SCRATCH CARDS

E.g. SCRATCH & WIN EXCITING PRIZES. To Issue Scratch cards and win an assured prize. It can either be an additional discount or a certain sum off or even a free gift. Scratch Cards can also be Tied Up with a SMS company, where the no. on the card would be sent as SMS to a mobile company and an SMS would be returned back to the customers offering discounts.

5B.4. CONTESTS
Solve questions and you win something. E.g. Euro Cup Contest, Cricket. These days a lot of shows like Indian Idol, Lux Junoon are seen on TV, they are very popular among youth, people are very crazy of these shows; they themselves form good contest questions.

5B.5. SWEEPSTAKES
They depend on luck. A Lucky draw could be arranged in the store. E.g. Fill this form and earn a chance to win exciting gifts.

5B.6 .POINT OF PURCHASE (POP)

E.g. Flags and Danglers can be used as an effective in-store promotion tool. They can be used to attract the customers and speak out for themselves about the various schemes and promotional activities in the store.

5B.7. FLYERS
Flyers can be a cheaper option compared to other means of advertising. Flyers should be very attractive and colorful They should be designed to grab the attention of the people. E.g. Flyers can declare in bold its offers and discounts that they cant miss; it should be such that people bound to visit our store and prevail it.

5B.8. NGO ACTIVITIES

The Cash counter at our outlets could have a box labeled for a cause. E.g. For Cancer Patients, Old age homes, Disabled children or even for an orphanage. This would not only help all the needy people but will also help building LOOT in a so called term Corporate Social Responsibility. This can be run throughout the year. Get an Old pair of your clothes and Get a new one for a certain price less. But it might be so, that it gets difficult at an operational level, in constraint to the no. of clothes, getting the right weight and sufficient space. Instead LOOT can organize it by:E.g. Get 3 Old pair of Jeans and Get a New 1 @ Additional 5% off* - The old clothes would be given to a trustable charity. -- Similar schemes can be done for old shirts, t-shirts, shoes etc. They can be run for a week at least once in 2 or 3 months.

5B.9. SMS
SMS advertising is the latest and the most popular form of advertising. Through SMS one can reach the target customers directly. E.g. Recently, a trend of Color SMS has been started, where the logo of the company will appear as it is, at the end of each SMS one forwards. This would help LOOT to create Brand awareness among youth as well as other target customers.

5B.10. WORD OF MOUTH

Indians still trust recommendations from others over any other kind of advertising, making word-of-mouth advertising the most powerful tool in the industry today is the cheapest form of advertising Word of mouth brings with it a big trust factor, which is quite often missing in other forms of advertising. So we have to make sure that the customers at Loot are fully satisfied with our clothing line, ambience and of course our service. E.g. Short-term incentives and the appropriate training to all the sales force would encourage the purchase or sale of a product or service

5B.11. ALLOWANCES
It is promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer's products in some way. E.g. Promoting RED TAPE, NIKE, PUMA and other brands and earn certain revenue in return.

5B.12. ONLINE
5B.12.1. Building presence online through a website A website is essentially your shop window online, so it is important that visitors can quickly and easily find the information they need. An online presence would create awareness about Loot on a mass scale; as Internet is gaining importance day by day. 5B.12.2.Advertise online Social networking and other community sites are generating a lot of interest at the moment. E.g. Blogs, Communities, groups would just make wonders for LOOT, Creating Loot Communities on Orkut Creating these groups, and through various forums people can easily give Loot its feedback. 5B.12.3.Develop an e-marketing plan Asking visitors to register on your site is an incredibly useful way of finding out more about them. E.g. If Loot has a customer's email address and if they have indicated they would be interested in receiving information from you, Loot could start to target them with special offers, an e-newsletter or future product information 5B.12.4. Updates & Maintenance Once we've built our site, it needs constant maintenance and monitoring to ensure you stay visible in search engine rankings and you provide information that entices customers to return.

5B.13. LOYALTY CARD

Loot has made its presence throughout the country. Naturally every store has its own customer base which is quiet huge to handle. Here Loyalty Card can make such huge data handling simpler. Loyalty Card will not only help in tracking our customers visiting any outlet at any given point of time but will also help in trace the loyalty of the customers. E.g. there can be 4 level memberships for our card. 5B.13.1. Loot BRONZE card Membership Card - Card can be given to all customers who purchase goods worth at least Rs.1500 & above - In addition they would get reward points on every next purchase. - When they reach certain level, they could be awarded with the next level membership. 5B.13.2. Loot SILVER card Membership Card - Card can be given to customers who purchase goods worth at least Rs.4000 & above - In addition they would get reward points on every next purchase. - When they reach certain level, they could be awarded with the next level membership. 5B.13.3. Loot GOLD card Membership Card - Card can be given to customers who purchase goods worth at least Rs.8000 & above - In addition they would get reward points on every next purchase. - When they reach certain level, they could be awarded with the next level membership.

5B.13.4. Loot Platinum card Membership Card - Card can be given to customers who purchase goods worth at least Rs.15000 & above. - In addition they would get reward points on every next purchase. - When they reach certain level, they could be awarded with the next level membership. Members can earn 2 points on every Rs.100 they spend an can redeem say up to 100 points and get Rs.100 off on next purchase after a certain pre-decided period only. Gold and Platinum Card Shoppers would also be prevailed with an additional discount of Rs.5% and 10% respectively on every purchase they make above Rs.1000.

5B.14. EVENTS
Events can gain a lot of popularity and publicity. They can be targeted for customers of any group age. E.g. Events can be in-store level E.g. Womens Day Celebration that we had in our store in March; New Year Bash Celebration; Childrens Day; Independence and Republic Day are some others. Events could also be held in partnership with a discotheque or a pub. E.g. The Best dancer could win gift vouchers from The Loot Organizing Fashion Shows at college level during their college fest could promote our clothes line, popularity and increase Brand awareness. Being a part of the below events will create awareness at an Inter-collegial level

Malhar of St Xaviers Umang of NM and other colleges.

5B.15. IN-FILM ADVERTISING

So far Loot has not been seen in any in- film advertisements. Though a lot of factors depend on the success of the film and the star cast. If chosen well, Loot can easily reach its target audience.

5B.16. TV SERIALS
Advertising on TV can be a costly affair. Instead TV serials can work well; where the space of the stores can be easily leased out to the production house and in place of that Loot would get a spot on TV. E.g. Popular TV Serials include Dil Mil Gaye which is quiet popular among youth on Star One. Kuchh iss Tarahh on Sony TV which is again popular both among youth and working class.

5B.17. BARTER
Bartering goods and services with other businesses. Try to trade for something before you buy it. Barter deals usually require little or no money. E.g. To barter with a radio station i.e. holding up a contest with the radio channel and giving vouchers to the listeners, in-return playing their radio station at all our outlets.

5B.18. TIE UPS

5B.18.1. BPOs BPO companies have easy provision of entrance for different age groups at different levels, as well as they seem to be very beneficial for the crowd in monetary terms. A majority of age group between 20 35 years are their target. Such a crowd is usually tempted with discounts or coupons in any form: Loot can look forward in seeking some form of tie-up with these organizations. 5B.18.2. Coaching classes Students these days are more regular at the coaching classes than at the colleges. Some tie-up with the classes can be beneficial as we can directly hit our target populace. 5B.18.3. Fast Foods Joints & Caf outlets Fast food joints and other hits like Pizza hut, Dominos, Only Parathas, CCD, Barista; they have become the hotspot and the frequent hangout places. A Tie-up of some kind with these joints could prove to be a beneficial deal for both. E.g. We can offer the customers eating at the joints with Loot vouchers as well as give Loot customers to win the vouchers to eat at these joints too. Advertising of such kind would prove to create a lot of Brand Awareness for Loot. 5B.18.4. Cinema Halls A lot of crowd is pulled at Cinema Halls. Putting Up Loot Posters; roll ups outside them can help Loot gain a lot of attention.

 Even special paid advertisement screen are shown before the movie runs or during intervals can also be targeted. E.g. we can also benefit if we lure our customers to win Free Tickets for a movie on a purchase of goods worth a predefined amount. The customers, who find this offer tempting, may loosen their pockets a little more than pre-planned. Barter deals can also be worked against them; cinema halls can do their movie screening posters at our Stores while Loot showcases its schemes and discounts on their screens.

5B.19. ROAD SHOWS

The Loot is quiet successful in running up store launch events with its new Brand Campaign with Mr. Gulshan Grover as its Brand Ambassador. The creative concept adopted by Bollywoods original bad guy Mr. Gulshan Grover have created history in the various cities across India as he and his entourage of bikers crash the barricading wall of The Loot cartons at the entrance of the store. The gang then proceeds to fill their gunny bags with goodies offered at unbelievable prices With its distinctive inauguration act is now become signature to The LOOT, contrary to the mundane ribbon cutting. The LOOT display furthers the stores integral message Great Steals on Big Brands. This unique concept has helped Loot gain a lot of media coverage and popularity as it is only one of its kind. Loot should continue such launches in future too.

5B.20. PUBLIC RELATIONS

 Loot is quiet successful in Building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

CHAPTER 5 DATA ANALYSIS & INTERPRETATION Part C

Study of Promotional Schemes

PART - C
SALES PROMOTIONS
INTRODUCTION
Sales promotions have become a vital tool for marketers and its importance has been increasing significantly over the years. In India, sales promotions expenditure by various marketing companies is estimated to be Rs. 5,000 crores and the emphasis on sales promotion activities by the Indian industry has increased by 500 to 600 percent during the last 3 to 5 years. Given the growing importance of sales promotion, there has been considerable interest in the effect of sales promotion on different dimensions such as consumers price perceptions, brand choice, brand switching behavior, evaluation of brand equity and effect on brand perception and so on. One of the purposes of a consumer promotion is to elicit a direct impact on the purchase behavior of the firms customers Research evidence suggests that sales promotions positively affect short-term sales Research on price promotion has consistently reported high sales effect and high price elasticity for brands which are on promotion. Amongst the elements of marketing mix, sales promotions have long-term influence on brand equity buyers suggest that monetary and non-monetary promotions are useful to create brand equity because of their positive effect on brand knowledge structures.

OBJECTIVES OF THE STUDY

The specific objectives of the study were: 1. To examine the perception of customers on various sales promotion activities.

2. To examine the differential effect, on the sales & footfalls.

METHODOLOGY
The study was based on primary data derived through sample survey using pre-tested structured instrument (questionnaire). The instrument consisted of questions pertaining to experience in availing schemes, interest in schemes, perception about the scheme etc. The questions were framed such a way to identify different types of sales promotions and the perception of the customers, whether the scheme would be recommended in future.

5C.1. EURO CUP CONTEST

5C.1.1. Description:
Customers were asked to fill a contest form, where they had to guess the country that wins the Euro Cup football match.

5C.1.2. Response of Customers:

Most Customers at all stores willingly filled the forms. Some store Managers faced difficulty, as the countries participating were unknown to the customers. The Winning Prize was unknown, so some of the customers were hesitant in filling up the form.

5C.1.3. Inference:
Sales and footfalls remained the same at all stores. The excitement of the Euro Cup could have been pepped up, if the Winning gift was known.

5C.2. WOMENS DAY SCHEME

5C.2.1.Description:
Stores were decorated at all outlets; Treskeen Salon vouchers (Scheme 10% discount at their salon) were distributed to customers who had a billing of Rs.1200/ and above. Lucky draws were kept for free makeovers, hairstylist & hair braiding, etc for all women winning the draw to be held on Womens Day and Event was held at the Mahim store

5C.2.2. Response of Customers:

Sion store: The walk -ins at this store are usually women, hence this scheme did wonders and the received good response from women customers visiting the store. Marine Lines Store: Women's walk-ins did see marginal increase. Vashi, Andheri, Malad Stores - Did not find any change in walk-ins.

5C.2.3. Inference:
The Scheme did work well for stores like Sion & Marine Lines, so similar promotional activities could work great for such outlets. These stores were successful in increasing the footfalls of women customers and sales of womens clothing. The Customers at Vashi Store were not interested, as they were not willing to travel all the way to Andheri, for the event. Nor did they like the Treskeen Salon vouchers that were offered, again they felt it was worthless traveling this far. The Andheri Store does not have many women walk-ins, the scheme too did not attract many customers.

5C.3. PUMA DISCOUNTS

5C.3.1. Description:
Puma discounts had very attractive & eye catching posters at all the Loot Outlets, offering discounts up to 50%. Analysis of Puma pieces that have been sold is taken from the period as given below: No. of Pieces sold from 1st July 08 to 13th July08, a span of 2 weeks i.e. before the Puma Discounts. No. of pieces sold in the week from 14th to 20th July08, a span of 1 week, I.e. after the Puma discount offer.

No. of Pieces Sold for Puma Before and After Sale Posters 200 No.of Pieces 150 100 50 0
em bu M r ar in eL in es Ba nd ra M ah i nd he ri m

Before After

Ch

Stores

NET INCREASE IN THE NUMBER OF PIECES SOLD CAN BE SEEN IN THE FOLLOWING GRAPH.

Net increase number of pieces sold 45 40 35 30 25 20 15 10 5 0

M ah im A nd he ri Ch em bu M r ar in eL in es Ba nd ra

Percentage

Net Increase

Stores

5C.3.2. Inference:
The above figures clearly speak for themselves that Puma Discount offers have done stunningly wonderful in all the outlets. The Sales and Footfalls have also increased considerably at all the outlets. Puma Offers are very simple yet attractive and hence they have been successful in pulling in the customers. Promoting other Brands in future could prove to be very effective from both Marketing as well as operation point of view.

 This Scheme however, if introduced at a slightly earlier time than other stores, it might have proved to pull in more walk-ins as till then we would be the first to enter the race of offering great discounts on Big brands.

5C.4. CLUB MAHINDRA OFFER

5C.4.1. Description:
The Club Mahindra offered Loot customers exciting 3 days and 4 nights stay at their resort. This offer was for the exclusively for all the Lucky Customers who make the highest billing in the week.

5C.4.2. Response of the Customers

Many Customers were already members of Club Mahindra. Customers across all stores doubted the credibility of the offer. Customers were not interested in filling up details. Many had the notion and not so good experiences with Club Mahindra. They doubted that even if they would win the even, they would be asked to pay a certain sum, which they were not ready to forfeit. Store Managers at all outlets really have to push the customers to even filling up the form. ** However, most customers at the Parel Outlet felt the same, but on pursuing they were ready to increase their Ticket size for it.

5C.4.3. Inference
A message should be sent across all stores on the genuineness of the scheme. The scheme has not proved to be very successful in increasing the ticket size.

5C.5. RANK THE BELOW IN ORDER OF THE FASTEST TO THE SLOWEST SELLING ITEMS: - Mens Denims, Mens Shirts & T-shirts,
Womens Tops & t-shirts, Womens Denim, Shoes & Accessories. The Ranks given by most of the stores were in the following order. 1> Mens Denim 2> Mens Shirts and T-shirts 3> Womens Denim 4> Womens Tops & T-shirts 5> Shoes & Accessories

5C.6. EFFECTIVENESS OF DISTRIBUTION OF FLYERS FROM 20TH JUNE - 20TH JULY

FLYERS DISTRIBUTED FLYERS RETURNED

Bandra Mahim Andheri Marine Lines Malad Vashi

5C.6.1. Inference:

2500 7000 9000 4000 2000 10000

nil 3 nil 6 nil nil

The Distribution of Flyer activity did not seem to be a success, as the hit ratio turned out to be nil in spite of the vast distribution.

 The above figures state that the flyers have gone unnoticed in the eyes of our dear customers. Schemes on flyers may not have been very attractive. Flyer distribution in future should be well reflected upon before putting in action.

5C.7.CASH DISCOUNT VS FREE GIFT

5C.7.1. CASH DISCOUNT
Customers at all stores always ask for some additional discounts specially if the Bill amount is more. Loyal Customers of Loot expect some additional discounts; either in form of cash back, reward points. Customers visiting our stores are eagerly looking forward to tie up with Loot in the form of some membership also.

5C.7.2. FREE GIFT This was the Scheme that Loot offered to our customers. I.e. On Purchase of Rs.1500 & above Free cap Rs. 2500 & above - Free T-shirt Rs. 3500 & above - Free Bag This scheme created quite an excitement among the customers as they liked the free gifts and were ready to increase their ticket size to avail this scheme.

5C.7.3. Inference
Free Gift is more beneficial in terms of sales, as customers are willing to increase their ticket size if they find the gift attractive. Customers at all stores preferred Cash Discount over Free Gift.

 However, both play an equally important role : With Cash Discount we can expect Customer Loyalty and with Free Gifts, we can persuade the customers to increase their ticket size. Thus both these schemes can directly or indirectly increase sales.

CHAPTER 6 OBESERVATIONS & FINDINGS

OBESERVATIONS & FINDINGS

The Schemes and visuals regarding certain schemes should be loud enough and more attractive so as to gain the shoppers attention. The Scheme should be displayed to all, so that it is easily conveyed to all as soon as they enter the store. The Schemes undertaken at the store level should also consider the effectiveness on the sales and footfalls. Promoting individual brands has helped increase sales & footfalls. Cash Discounts & promoting sales through freebies are all time welcome. Our company should consider planning events according to area specificity. Customers showed little interest in tying up with Club Mahindra. Flyer activity results have so far not seemed to be fruitful.

CHAPTER 7 LIMITATIONS

LIMITATIONS
There are always some shortcomings in a survey. A few errors may have occurred in spite of efforts to avoid the same. The Survey is only limited to Mumbai outlets. Researcher found lack of time for completing the survey. The time period of the project is 8 weeks, which may not be enough to understand the whole market. Some of the answers by respondents were very biased. Different views are observed from customers of the same area and in such cases, analysis was difficult. The respondents in the survey may not be true indicators of the population in that area, so result of analysis may vary accordingly. The findings of the research hold true only for the particular time period when the research was done.

CHAPTER 8
RECOMMENDATIONS

RECOMMENDATIONS
The following recommendations may possibly prove to be beneficial for Loot to improve its present customer base as well as increase its awareness.

The Loot should start offering Membership Cards for all its Customers. This would ensure Customer Loyalty. And an opportunity for all the loyal customers of the Loot to get added benefits in the form of points, rewards or discounts.

Promoting Cash Discounts & Freebies for the customers have proved to be a success for all operational stores. E.g. Buy 1 Get 2 Free, Buy 3 get 5 Free, Buy 5 Get 7 free. E.g. Freebies like Cap, deodorants, towels, T-shirts, bags etc.

Loot should promote its in-house brands, which will help the company to create its presence in the market and thus prove to aid maximum buys, winning higher margins of profit.

While promoting any event the area specificity and the target audience should be aimed at very specifically.

CHAPTER - 9 CONCLUSION

CONCLUSION

The Loot is reached its Growth Stage. More Players have entered the market, fuelling overall growth. Advertising & Promotional Spends are bound to increase in order to create Brand Awareness & Brand Building. Creating brand line extensions, Innovating new products and making use of different value adds: would prove to be beneficial. Making use of methods of promotion that are persuasive and which have a nature to create brand preference are the best gears.

ANNEXURE

BIBLIOGRAPHY References: http://www.livemint.com/2008/04/20235752/A1EC8C62-2DE9-4D6D-9E7C9B8670B66420ArtVPF.pdf http://www.warc.com/LandingPages/Generic/Results.asp?Ref=210 http://retail.about.com/od/marketingsalespromotion/Marketing_Sales_Promotion. htm www.nielsen.com. http://www.warc.com/LandingPages/Generic/Results.asp?Ref=210 www.adexindia.com http://retail.about.com/od/marketingsalespromotion/a/marketing_ideas.htm http://www.mjcopywriting.co.uk/images/meritus/Retail_Canada_store_visit.pdf http://www.rediff.com/money/2003/oct/17malls.htm www.wikipedia.com http://marketingteacher.com/Lessonstore.htm

QUESTIONNAIRE A. Euro Cup Contest

i. Yes Were the customers willing to fill up the contest forms? No

ii.

If No, then what was the reason? No time not interested

Unaware of playing teams

If any other reason please specify________________________________________

iii.

Did your sales and footfalls increased, decreased or remained the same during that period?

Increased Remained the same

Somewhat increased

Decreased

B. Womens Day Scheme

i. Yes Did the visual merchandise at the store attract customers? No cant say

ii.

Did the customers show interest in filling up the lucky draw forms for Womens day event?

Yes

No

somewhat interested

If No, then what was the reason? ____________________________________________________________________

iii.

Did the customers show interest in redeeming the Treskeen Salon Vouchers given to them while billing?

Yes

No

Cant say

If No, what was the reason? Not interested Found it expensive Travelling issues

If any other reason please specify __________________________________________________________________

iv.

Did your sales & footfalls increased, decreased or remained the same during the period?

Increased Remained the same

Somewhat increased

Decreased

C. Puma Discounts
i. Yes Did the Puma Sale posters attract customers? No cant say

ii. Yes same

Did you find increase in footfalls during the discounts? No Somewhat increased Remained the

iii.

Was there any change in your sales? Decreased Remained the same

Increased

iv.

Please specify the no of pieces of Puma Sold before the discounts were put up?

From 1st July 08 to 13th July08. (2 weeks);-Pieces: - ___________

v.

Please specify the no of pieces of Puma Sold after the discounts were put up?

From 14st July 08 to 20th July08. (1 week);Pieces: - ___________

D. Club Mahindra Offer

i. Were the customers excited to make the highest billing to be the winner of the week? Yes No

ii. Yes

Were the customers willingly to filling up the forms for Club Mahindra? No Somewhat yes

iii.

If No, what was the reason? Not interested

Already members If any other reason please specify

______________________________________________

iv. Yes

Did your ticket size increase while the offer was on? No Remained the same

E. Rank the below from one to five in the order of the fastest to the slowest selling items in your store.
Items Mens Denim Mens Shirts & T- Shirts Womens Denim Womens Tops & T- Shirts Shoes & Accessories Ranks

F. FLYER ACTIVITY
i. Please Specify the no. of flyers distributed and returned during the period 20th June08 to 20th July08, ( 1 month) from your store? Flyers Distributed: ______________ (in numbers) Flyers Returned: ______________ (in numbers)

G. CASH DISCOUNT VS FREE GIFT

i. What do customers at Loot prefer most? Free Gift Both

Cash Discount ii. Yes iii. Yes If No, Please specify why?

Did the free Gift offered help increasing the ticket size? No Somewhat yes

Would you recommend continuing such schemes in future? No

________________________________________________________