PROJECT REPORT On Retail Sector in India by Satishpgoyal PDF

Institute Of Business Studies & Research Pune (Satish P.
Goyal) Page 1

1. I TRODUCTIO
Retailing consists of the business activities involved in selling goods and services to
consumers for their personal, family, or household use. It includes every sales of goods and
services to the final consumer.
Retailing as an industry
Retailing is world's largest private industry with annual sales over $ 6600 billion. Wal-Mart
annual sales over $ 250 billion. It has share of 2.3% of U.S. G.D.P. There are nine retailers in
Fortune 100, which highlights the importance of retailing as category.
According to a market estimate after agriculture, retail is the largest single sector, both in term
of turnover or will as employment in India. With market size of $200 billion. The report said
the Indian retail industry is in revolution phase.
Organized retailing in India, which account for less than 4%, is likely to grow four fold in the
next five years. That means it will grow from current size of around $4 billion (Rs. 17,000
Crore) to around $15 billion (Rs. 66000 Crore) the neighborhoods corner shops estimated at
70 million across the country, and village Mela’s characterize the unorganized and
fragmented nature of retailing in India.
Institute Of Business Studies & Research Pune (Satish P.Goyal) Page 2

RETAILERS I I DIA
1) K. Raheja Group
▪ Shopper’s stop
▪ Home Stop
▪ Mother care
▪ Hyper city
▪ Crossword
▪ Planet M
2) Tata Trent
▪ Westside
▪ Star India Bazaar
▪ Landmark
3) RPG Group
▪ Spencer’s supermarket
▪ Spencer’s daily
▪ Spencer’s hypermarket
▪ Music world
4) Reliance Group
▪ Reliance fresh
▪ Subhiksha
5) Bharti Group
6) Aditya Birla Group
7) Café Coffee Day
8) Pantaloon retail (I) Pvt. Ltd
➢ Pantaloons ➢ Big bazaar ➢ Food bazaar ➢ Fashion station ➢ All ➢ Blue sky ➢ E Zone ➢ Collection I ➢
Home Town ➢ Central Mall
9) Godrej Group
➢ Godrej Aadhar ➢ Nature’s Basket

TABLE 1.1 : TOP 20 RETAILERS WORLD WIDE
Retailers Sales (US$)
1 Wal-mart Stores, Inc 163,532 2 Carrefour group 52,196.10 3 The Kroger Co 45,352 4 Metro A G
44,163 5 The Home depot INC 38,434 6 Albertsons inc 37,478 7 ITM Enterprise SA 36,762 8 sears,
Roebuck and co. 36,728 9 Kmart Corporation 35,925 10 Target Corporation 33,702 11 J.C. penny
Company, Inc. 31,503 12 Royal A hold 31,222 13 Safeway Inc 30,801 14 Rewe-Gruppe 30,578 15 Tesco
PLC 30,404 16 Ito-Yokado Co., Ltd. 30,237 17 Edeka-Gruppe 30,002 18 Costco Companies, Inc 26,976
19 Tengelmann
warenhandelsgesellschaft
26,509
20 The daiei, Inc 26,486

RETAIL I I DIA
The retail industry in India is largely unorganized & predominantly consists of small , independent,
owner-managed shops. Retailing is INDIA’s largest industry in terms of contribution to GDP
& constitutes 13% of GDP. There are around 5 million retail outlets in India. There are also
an uncounted number of low cost kiosks (tea stalls, snacks centre, barber shops, etc) & mobile
vendors. Total retail sales area in India was estimated at 328 million sq.mt.in 2001, with an
average selling space of 29.4sq.mt. per outlet. In India the per capita retailing space is about 2
sq. ft, which is quite low compared to that of developed economies.
In 2000, the global management consultancy AT Kearney put retail trade at 400,000 crore , which is
expected to increase to Rs.800,000 crore by year 2005 – an annual increase of 20%.
According to the survey, an overwhelming proportion of the Rs.400,000 crore retail market is
unorganized. In fact only a Rs20,000 crore segment of market is organized. There is no
integrated supply chain management outlook in Indian traditional retail industry.
Food sales constitute a high proportion of the total retail sales. The share was 62.7% in 2001,worth
apprx. Rs 7032.2 billion, while non food sales were worth Rs.4189.5 billion. However the
non-food retailing sector registered faster year-on-year growth than the food sales sector. The
trend to market private labels by specific retail store is catching on in India as it helps to
improve margins. The turnover from private labels by major retail chains was estimated at
around Rs 1200 million in 2001.
CURRE T SCE ARIO OF I DIA RETAIL:
➢ Unorganized market; Rs. 583,000 crores.
➢ Organized market; Rs. 5,000 crores.
➢ 5 x growths in organized retailing between 2000-2005.
➢ Over 4000 new modern outlets in last 3 years.
➢ Over 5,000,000 sq. ft. of mall space under development.

➢ The top 3 modern retailers control over 750,000 sq.ft of retail space.
➢ Over 400,000 shoppers walk through their doors every week.
➢ Growth in organized retailing on par with expectations and projection of the last 5 years: on
course to touch Rs. 35,000 crore or more by 2005-06.
TABLE1. 2: GROWTH I RETAIL OUTLETS (MILLIO S):
Year Urban Rural Total 1978 0.58 1.76 2.35 1984 0.75 2.02 2.77 1990 0.94 2.42 3.36 1996 1.80 3.33 5.13 Source:
www.indiainfoline.com
TABLE 1.3: COMPOSITIO OF URBA OUTLETS:
Retail outlet Composition
Grocers 34.7%
Cosmetic stores 4.0%
Chemist 6.3%
Food stores 6.6%
General stores 14.4%
Tobacco, pan stores 17.0%
Others 17.0%
Source: www.indiainfoline.com
TABLE 1.4: COMPOSITIO OF RURAL OUTLETS:
Retail outlet Composition
Grocers 55.6%
General stores 13.5%
Chemists 3.3%
Others 27.6%
Source: www.indiainfoline.com

Retailing in India
∎ Diversities differentiates itself from the standard development of modern retail anywhere in
the world.
∎ Conventionally, retailers focus on homogeneity and continuity in order to derive benefits of
scale and efficiency in their system.
∎ Globally, retailers develop two or three major formats which are largely standardized, may
not work in India.
∎ Significantly large, truly pan-Indian, multi-format modern retailing model needs to be
developed in India.
∎ The Indian market will provide the footsteps to develop a model for globalizing retailing.
∎ This will be the biggest contribution of Indian retailers to the world.
∎ Indian retailers can establish ‘thought leadership’ is in the field of technology.
∎ Unlike in developed countries, Indian retailers do not have ‘legacy systems’ on which they
have to build their technology platform.
∎ As retail grows and develops fresh technology-led solutions, India will take a leap and the
next generation retail technology solutions may well come out of India.
∎ Usage of RFID and the next practices in technology-based retail solutions may well emerge
from Indian retailing.
∎ Indian retailers would do well to develop their own systems and benchmarks that are admired
and followed the world over.
ext 3-5 years are tough for retail biggies

∎ The retail sector is expected to grow 40% to $427 billion by 2011.
∎ By 2017, organized retail will be 15-20% of the total retail market.
∎ Total retail market $ 800-billion by 2017.
∎ Impact on rural incomes and urban prices will be real and positive.

∎ Organized retailing in India will need painstaking, often frustrating, effort to chisel out India-
ready business models, retail formats and delivery models.
∎ Products, Properties, People and Profitability are going to be huge challenges.
∎ The real estate prices and shortage of talented staff, the run-up expenses for growth are going
to shoot up sharply.
∎ Significant delay in completion of shopping malls by developers and unreasonably high
property prices is adversely affecting the growth of the sector.
∎ The situation is expected to improve in 2009, when a large, and probably an oversupply of
retail space is expected to come on-stream.
By the year 2010, it is expected that there will be around 500 shopping malls, adding over 250
million square feet of retail space.
∎ Its' just the first phase of retail playing out in India currently, where lot of players are merely
'land-grabbing'.
∎ In second phase the focus will be on creating differentiation. And in a couple of years, half of
the new entrants of today will simply die.
∎ In 2008, the competitive landscape is also expected to unfold with many large entrants finally
launching their operations.
∎ Understanding, interpreting and catering to Indian consumer behavior, taking into account the
social diversity in the country will be crucial to the success of new players.
∎ New formats in specialty retail, wholesale retail and luxury retail are expected to emerge.
∎ The next few years will provide the answers to the most crucial questions on the sustainability
of modern retailing in India.
∎ Whether the Indian consumer market can sustain such large growth in modern retail, whether
more and more people will join the consuming class and what the real market size in small
cities will be, become clearer.
∎ By 2010 a conclusion on the consumption potential in India can be reached.
∎ No one can stop the growth of modern retail and the consequent impetus to consumption and
development in India.
∎ “ o one can stop an idea whose time has come” - Victor Hugo.

TABLE 1.5:
Organised retail market in India (Rs crore)
Where is the opportunity?

Retailers inspired by the Wal-Mart story of growth in small town America are tempted to focus on
smaller towns and villages in India. However, a careful analysis of the town strata-wise population,
population growth, migration trends and consumer spend analysis reveals a very different picture for
India.
As per our estimates, the share of the 35 towns with a present population of greater than 1 million in
India's total population would grow much faster than their smaller counterparts, from 10.2 per cent
today to reach 14.4 per cent by 2025. Simultaneously, the share of these towns in the overall retail
market would grow from 21 per cent today to 40 per cent by 2025.
Within these top 35 towns, an estimated 70 to 80 per cent of retail trade could be in the organised
sector. This is similar to the experience in China, where in cities like Shanghai and Beijing, the
organised sector accounts for 70 to 80 per cent of overall retail trade in certain categories. Retailers
should therefore focus on the top 37 towns in the next decade, as the opportunity in smaller towns and

rural India would be smaller and more fragmented, compared to the larger towns.
TABLE 1.6: Organised retail market in India

1.2 OBJECTIVES OF THE STUDY:
PRIMARY OBJECTIVE:
1. Study about the LOYALTY schemes run by the mall.
2. Study the customer approach towards the mall.
3. Study about the floor operations in a shopping mall.
4. Comparative analysis of all retailers in this section to differentiate with other competitors.
SECO DARY OBJECTIVE:
1. Understand the customer behavior inside the mall.
2. Customers expectation from the mall.
3. Gather all the information about all the competitors.
4. All details about the loyalty scheme in retail sector.
5. To make suggestion towards the improvement in loyalty schemes.
6. To make suggestion towards STORE PATRONAGE.

1.3 RESEARCH METHODOLOGY
I TRODUCTIO :
Research methodology is a way to systematically solve research problem. In it we study the
various steps that are generally adopted by researcher in studying his research problem along with the
logic behind them. It is necessary for a researcher to know not only the research methods/techniques
but also the methodology. It may be noted, in the context of planning & development, that the
significance of research lies in its quality and not in quantity. Researchers should know how to apply
particular research techniques, but they also need to know which of these methods or techniques, are
relevant and which are not, and what would they mean and indicate and why.

There are various stages to solve the research problem as shown in following
diagram:
Research Problem
Rational/ Scope of Study
Research Design
• Research Methodology
•
Type of research
Sampling Design
• Technique of sampling
• Sample Population
• Sample Frame
• Sample unit
•
Sample Size
Data Collection
• Primary Data
• Secondary Data
Fig 1.1
DATA COLLECTIO :
PRIMARY SOURCE: The method of data collection is done by the way of survey; this is
a process where by first hand information is collected. This method is needed for meeting the specific
objective of research study. I have collected primary data in the form of filled structured
questionnaire by customers. In first questionnaire I collect whole data about customer’s feedback
about LOYALTY CARD. In second I collect all the data regarding to comparative analysis.

SECONDARY SOURCE: The secondary data was collected in the form of company
profile and product profile from the Web Site of PANTALOONS. Some other Web Sites were also
referred. For collecting the required data the CSA’S of the mall were also consulted. The data has
helped in ascertaining the strategies and approaches of major players in market. Thus the study
involved collection, analysis and interpretation of a lot of data relating to this sector. The data is
collected from various sites, books, journals, etc.
SAMPLE DESCRIPTION:
After deciding on the research approach and instruments, the marketing research must design the
sampling plan:
1. SAMPLI G SIZE: The target for this the customers who come for shopping inside the
mall. Sample size of the study is 200 customer’s who come for shopping inside the mall.
2. SAMPLE SELECTIO PROCEDURE: Since it is the survey of customer, to obtain an
unbiased result the customers sample from the population were interviewed randomly. So the
sampling technique chosen for the research is Random sample technique. Every customer
inside the mall had an equal chance of being interviewed.
3. SAMPLE U IT: The customer who come for shopping inside the mall is the sample unit.
4. CO TACT METHOD: Personal approach to each and every customer for all surveys and
interviews were the Contact method used for obtaining a proper and detailed feedback. A face-to-
face Interaction took place with each sample representative.
The data collected through questionnaire was properly classified and
tabulated in the form of a report. These reports formed the basis for the comparative analysis and
drawing inferences there from. From the inferences drawn certain conclusions and recommendations
were made.
5. FIELD WORK:
The fieldwork was conducted for a period of 15 days for both the research. Interviews were
conducted inside the mall by face – face interviewing.


2.1 REVIEW OF CO CEPT A D THEORIES:
FIRSTLY WE DISCUSS ABOUT WHAT IS CUSTOMER LOYALTY?
SHETH & MITTAL have defined customer loyalty as “ a customer’s commitment to a brand , store
or supplier based on a strong favourable attitude & manifested in consistent re-patronage .”
Fig 2.1
Strong Behavior weak
Strong
Weak
ATTITUDE
The above given definition of customer loyalty includes both behavior &
attitude, which can result in four possible situations as shown in above fig.
When both attitude & behavior are weak , it means no loyalty exists , weak attitude indicates the
customer may not have any liking for the brand & the store. While weak behavior means that the
purchase of the brand or visiting the store is sporadic. When the attitude & behavior are strong , it
means that the customer has a strong brand or store loyalty. The remaining two situation cases are
interesting.
When behavior is high but attitude is low, it can be said that the customer has spurious loyalty, i.e
the customer may buy the same brand again & again or shop at same store regularly but may not have

a preferential attitude towards it. Very often in such instance the choice of the brand or store may due
to convenient location or the customer loyalty is incidental & not yet well founded, he or she may
easily switch brands change stores if given more choice or interesting price deals. Thus the retailers or
marketers would have to make efforts at strengthening the customer’s perception of the brand’s or
store’s image.
In the quadrant with strong attitude & weak behavior, the customer can be said to be having latent
loyalty. The customer likes the brand or store but is unable to buy or visit the same probably because
the price is too high or he or she lacks accessibility to the brand or the store. Thus in such instances ,
the retailers or marketers needs to reduce whatsoever barriers & tap the hidden potential of the
market.
Retailers are beginning to focus their attention on encouraging customers to visit outlets, treating
them to attractive promotions, thus adding more value to their best customers & satisfying them in the
process. For to the retailers, customer loyalty will indicate that customer are committed to purchasing
merchandise & services from them & will resist the activities of competitors attempting to attract their
patronage.
The term customer loyalty is used to describe the behavior of repeat customers, as well as
those that offer good ratings, reviews, or testimonials. Some customers do a particular company a
great service by offering favorable word of mouth publicity regarding a product, telling friends and
family, thus adding them to the number of loyal customers. However, customer loyalty includes much
more. It is a process, a program, or a group of programs geared toward keeping a client happy so he or
she will provide more business.
Customer loyalty can be achieved in some cases by offering a quality product with a firm guarantee.
Customer loyalty is also achieved through free offers, coupons, low interest rates on financing, high
value trade-ins, extended warranties, rebates, and other rewards and incentive programs. The ultimate
goal of customer loyalty programs is happy customers who will return to purchase again and persuade

others to use that company's products or services. This equates to profitability, as well as happy
stakeholders.
Customer loyalty may be a one-time program or incentive, or an ongoing group of programs to
entice consumers. Buy-one-get-one-free programs are very popular, as are purchases that come with
rebates or free gifts. Another good incentive for achieving customer loyalty is offering a risk free trial
period for a product or service. Also known as brand name loyalty, these types of incentives are
meant to ensure that customers will return, not only to buy the same product again and again, but also
to try other products or services offered by the company.
Excellent customer service is another key element in gaining customer loyalty. If a client has a
problem, the company should do whatever it takes to make things right. If a product is faulty, it
should be replaced or the customer's money should be refunded. This should be standard procedure
for any reputable business, but those who wish to develop customer loyalty on a large-scale basis may
also go above and beyond the standard. They may offer even more by way of free gifts or discounts to
appease the customer.
Some of the common bases for attracting customers are having dedicated employees, variety,
unique merchandise & superior customer service. But the challenge for the retailer is to have a loyal
database of customer, who will be unwilling to switch their loyalty. The strategies are built after:
1. Developing a clear & specific positioning strategies.
2. Making customer develop an emotional attachment with the retailer’s product offerings.

Ten Tips to Build Customer Loyalty
The key to a successful business is a steady customer base. After all, successful businesses typically see
80 percent of their business come from 20 percent of their customers. Too many businesses neglect this
loyal customer base in pursuit of new customers. However, since the cost to attract new customers is
significantly more than to maintain your relationship with existing ones, your efforts toward building
customer loyalty will certainly payoff.
Here are ten ways to build customer loyalty:
1. Communicate. Whether it is an email newsletter, monthly flier, a reminder card for a tune up,
or a holiday greeting card, reach out to your steady customers.
2. Customer Service. Go the extra distance and meet customer needs. Train the staff to do the
same. Customers remember being treated well.
3. Employee Loyalty. Loyalty works from the top down. If you are loyal to your employees, they
will feel positively about their jobs and pass that loyalty along to your customers.
4. Employee Training. Train employees in the manner that you want them to interact with
customers. Empower employees to make decisions that benefit the customer.
5. Customer Incentives. Give customers a reason to return to your business. For instance, because
children outgrow shoes quickly, the owner of a children?s shoe store might offer a card that makes
the tenth pair of shoes half price. Likewise, a dentist may give a free cleaning to anyone who has
seen him regularly for five years.
6. Product Awareness. Know what your steady patrons purchase and keep these items in stock.
Add other products and/or services that accompany or compliment the products that your regular
customers buy regularly. And make sure that your staff understands everything they can about your
products. Read Know Product Basics for more.

7. Reliability. If you say a purchase will arrive on Wednesday, deliver it on Wednesday. Be
reliable. If something goes wrong, let customers know immediately and compensate them for their
inconvenience.
8. Be Flexible. Try to solve customer problems or complaints to the best of your ability. Excuses ?
such as "That's our policy" ? will lose more customers then setting the store on fire. Read our 60-
Second Guide to Managing Upset Customers for more information.
9. People over Technology. The harder it is for a customer to speak to a human being when he or
she has a problem, the less likely it is that you will see that customer again.
10. Know Their ames. Remember the theme song to the television show Cheers? Get to know the
names of regular customers or at least recognize their faces.
Building loyalty through advocating certain essential factors:

Customers are constantly changing & their expectations also rising. Consumer behavior in the
organised retail industry has altered drastically in the last few years. The retail market is growing not
only in terms of nos. but also in terms of stature, image & class. Alongside with Indians becoming
world class service. So it becomes vital for retailers to pay attention to every little detail in order to be
successful. This can be done by providing a good brand & store experience. For this in general the
retailer will have to look into various aspects such as:
Timing of the store In store design & layout Welcome the customer receives The ability to browse easily The
behavior & product knowledge possessed by sales persons The facility for making payments The attractiveness of
the loyalty programs The packaging & The exit.
All these above aspects are really very important for the customer to experience delightful
shopping experience in the mall. If not handled well, it could result in a disgruntled consumer ,
who will spread a bad word-of-mouth. On the contrary, if the overall brand & store experience is

positive & pleasant , the retailer may gain a flow of customer who would likely to patronize the
outlet again & again. Further it is also likely that the popularity of the store increases through
word of mouth.
How to improve CUSTOMER LOYALTY in organization?

Strong customer service is the bedrock for creating loyal customers. Make it a priority by properly
training your staff and continually reinforcing the message that the customer comes first. You can also
let your customers know that you value their business by reaching out to them through newsletters,
postcards, and e-mail, so they're aware of seasonal sales and special products. Install a strategy for
responding to customer inquiries and complaints and create a fair, flexible return policy. Finally, once
you've developed a rapport with loyal customers, you can reward them with special discounts on
products or services.
Loyalties schemes are different for different organizations. Basically loyalty schemes are there
for the existing customers or for coming customers for their benefits.
In the study carried out by A .C. IELSO company of BRITISH super market shoppers on the
basis of their attitude towards price & promotions, five groups of customers were identified:
BRA DED EVERY DAY LOW PRICI G (ELDP) SEEKERS (19%) : These customers
were strapped for cash due to limited income, so they shop around to get the best price on
their favorite brands, generally seeking ELDP instead of promotions which may require them
to alter their buying patterns i.e. they go for bulk purchases. Such customers are low on store
loyalty but high on brand loyalty.
LOW- PRICE FIXTURES FERRETS (23%): These customers are young families with
strained financial expenses due to growing expenses due to growing expenses like mortgage

etc. they are very budget conscious ,though dislike bulk purchases, they seek price deals &
use coupons .They respond well to store loyalty schemes but tend to switch brands although
they may spend a lot on store brands.
PROMOTIO JU KIES(18.4%): These customers will do anything to get the lowest
shopping bill – they find a thrill in finding bargain sale & take pride in telling others where
such sales take place. They may switch between rational & store brands, having loyalty
neither for the brands. Thus retailers & marketers will not earn any long-term gain from such
customers.
STOCKPILERS (21%): These customers are affluent & are unconcerned about the size of
their bill. They select stores based on the location , product assortment. & product quality
rather than price or promotions. They may take advantage of the promotions on their favorite
brands, happily buying in bulk to stockpile & save money, although they may not switch
brands. They can easily be the retailers delight since they may be loyal to both brands &
stores.
PROMOTIO ALLY OBLIVIOUS (18.3%): This group is basically driven by habit,
settled on brands & stores & not interested in exploring better deals. They may occasionally
indulge in soft deals such as free items or coupons but dislike aggressive promotions & deals.
So they reliable to a certain extent.

FACTORS ESSE TIAL FOR BUILDI G STORE LOYALTY
A. Make shopping a delightful
experience.
E
E. customer complaint handling & +ve attitude
S S E
B. offer spice of variety under a single roof.
N T I A L S
F. build customer loyalty through adopting
F
multi channel retailing.
O
C. understand customer needs &
R
provide a mutually beneficial customer service.
B U I L D I N G
L O Y A L
D. provide physical appeal Leading to store brand loyalty T Y
G. adopt innovative or unique
concept to please the customer.
Fig 2.2 FACTOR FOR BUILDING LOYALTY


THIS IS ALL ABOUT THE CUSTOMER LOYALTY IN RETAIL SECTOR.
In CE TRAL for loyalty scheme there is a card named “FUTURE CARD”. This card we
called it as a credit card which is powered by ICICI CREDIT card. The customer can collect
it from any ICICI bank branch or from any PANTALOON’S outlets. Its available all over.
This future card can be applicable in any store or mall comes under FUTURE GROUP.
Anyone whose monthly income is above min.5000 can be a part of this loyalty card.
Aaj se
Kharchey
ban gaye
kamai !
This is the slogan of the future card.
Apart from this CENTRAL’s goes with various loyalty services such as FREE redeem of
parking coupons, free alteration to all customers, sometimes free home delivery to customers
etc. this is the loyalty scheme run by CENTRAL.
The main benefit beyond this future card is you can use
this card in various outlets run by FUTURE GROUP!
Apart from this as we talk about other player in retail sector SHOPPERS having FIRST
CITIZEN card. INDIA BULL MEGA STORE having PPC(pyramid power club) which goes
with loyalty card.

Before FUTURE CARD there were CENTRAL CARD which is only applicable for
CENTRAL’S purpose. It is a loyalty card for CENTRAL’S customers. Following are some
details about CENTRAL’s card.
Exclusive Benefits
• Get 0% EMI option for purchases more than Rs. 3,000/- at Central.
• Get free gift voucher of Central worth Rs. 250/- with the offer booklet.
• Earn 4 reward points for every Rs.100/- spent at Central. Also earn 1 reward point for every
Rs. 200/- spent at merchant establishments other than Central.
• Priority Payment Counters at Central for cardholder to save valuable time.
• Cardholder gets priority to view the product launches and seasonal collections at Central.
• Upto 10% discount to all cardholders restaurants within Central, on bills of Rs. 250/- and
above.
• Get 12 free coffee vouchers on approval of card.
• The Cardholder will get access to select airport lounges across the country with
complimentary snacks and non-alcoholic beverages.
• All the benefits of Solid Gold Card.
These were all the benefits provides by CENTRAL’S card.
After that PANTALOONS introduces FUTURE CARD for all its stores.
Future card is powered by ICICI BANK (CREDIT CARDS). Future card is like a retail credit
card. Lots of offers & gifts are there on the FUTURE CARD.

BRA DS GIFTS & OFFERS BIG BAZAAR 1st 3 months 15% off on fashion
1st 3 months 10% off on general
Merchandize.
FOOD BAZAAR 1 KG Food bazaar sugar free
1st 3 months 3% off on foods.
Pantaloons Rs.100 off on apparel purchase of
Rs. 500 or get a T-shirt worth Rs. 299 on apparel purchase of Rs. 1000 Central Rs. 50 off on Rs.1000 & above
purchase.
For 1st 3 months Rs. 250 off on Rs. 2500 & above purchase.
BRAND FACTORY Rs. 50 off on Rs. 1000 & above
purchase.
For 1st 3 months Rs. 250 off on Rs.2500 & above purchase.
DEPOT Rs .50 book free from exclusive
depot collection per month. Shoe Shoe polish/socks FREE on Rs.
100 per month. Mport/genm Airtel live VAS cards ( worth Rs.
500 content FREE) Planet sports Rs. 249 Spalding/Converse cap
FREE on purchase of Rs.111 & above per month. F123/CO 1 video game FREE per month
with load of min. Rs. 50 TOP 10 Rs. 200 off on Rs. 1000 & above
purchase. Home Town Gift worth Rs.250 for every Rs.
1000 & above spent per month.
Get gift worth 7.5% of purchase above Rs. 10,000 at HOME TOWN. STAR & SITARA 1 time foot massage FREE
per
month. eZONE A head phone worth Rs. 199 with purchase through FUTURE CARD at eZONE. Futurebazaar.com
A Future card & futurebazaar.com
MUG worth Rs.50 on 1st purchase every month. Bombay blue 10%-15% off on total bill amount.
COPPER CHIMNEY 10%-15% off on total bill amount
YATRA 10%-15% off on total bill amount

PENNE 10%-15% off on total bill amount
SPAGHETTI 10%-15% off on total bill amount
The Apollo Clinic For 1st 3 months 50% discount on a
range of special FUTURE CARD & Apollo health checkups.
15% off on health check up. 20% off on diagnostics checkups. HP Get 2.5% surcharge waiver on fuel
purchases at select HPCL outlets. Lilliput 10% discount for Future card
holders on all Lilliput apparels & accessories.
15% discount on all Lilliput footwear. VLCC Inaugural offer: 1 face / body
firming session plus counseling worth Rs. 2000 FREE.
Regular offer: slimming/beauty/hair package 30% flat discount.
Regular offer: beauty services -30% flat discount.
Regular offer: 15% off on RBS(salon services)
Travel Port 15% off on Domestic packages
10% off on Weekend breaks. 12.5% off on INTERNATIONAL packages. Table 2.1 list of brands in FUTURE
CARD
These are all details about FUTURE CARD. These are all offers which are provided by
FUTURE CARD. This is first time in INDIA that any company providing such type of
LOYALTY CARD which any 1 can use in number of brands.
This type of card really change the mind of customer towards the LOYALTY.

2.2 REVIEW OF PREVIOUS RESEARCH & FI DI G
FOLLOWING RESEARCH HAS BEEN DONE BY :
Grahame R. Dowling Australian Graduate School of Management University

of New South Wales
&
Mark Uncles School of Marketing University of New South Wales
Sydney 2052 Australia.
Abstract
In a bid to strengthen relationships with their customers marketers are showing renewed interest in
customer loyalty programs. But how effective are these programs? Surprisingly—given their current
popularity—the evidence is equivocal. Research on “normal” patterns of loyalty in established
competitive markets suggests that in many cases it is hard to obtain exceptional advantages through
the launch of a loyalty program. Also, competitive forces tend quickly to erode any differential gains.
Before introducing a loyalty program, managers would be wise to fully cost it (including
development, marketing and on-going costs), and compare these costs with a realistic assessment of
the benefits of the program—an assessment that goes beyond the rhetoric of relationship marketing.
Here we argue that to stand the best chance of success under tough market conditions, a loyalty
program must enhance the overall value-proposition of the product or service. This in turn will help
to motivate buyers to make the next purchase of a product, and therefore support other aspects of the
firm’s offensive and defensive marketing strategy.

The Claimed Benefits of Loyalty Programs
Advocates contend that loyalty programs are more profitable to a firm because:
(a) The costs of serving customers are less,
(b) Loyal customers are less price sensitive,
(c) They spend more with the company, and
(d) They pass on positive recommendations about their favorite brands/suppliers.
❖ J. . SHETH & B. MITTAL IN “CUSTOMER BEHAVIOUR” Thomson South Western
learning,2003 give definition of CUSTOMER LOYALTY as given below:
SHETH & MITTAL have defined customer loyalty as “ a customer’s commitment to a brand ,
store or supplier based on a strong favourable attitude & manifested in consistent re-patronage .”
❖ REY OLDS,DARDE & MARTI , 1975 come with the new study that “a sample of older ,
lower income group & less educated women were willing to shop in the same store & avoid
the risk of shopping in the new stores.”
❖ ARIEH GOLDMA ,(1977-78) in his study said that, “store loyal consumer to be engaged in
less repurchase search , know about fewer stores & less likely to shop even in stores known to
them.” He also found that “the shopping behavior or style to more likely exist among low
income consumers because they were constrained by their inability to shop much.”
❖ J.F. DASH , L.G. SCHIFFMA & CO RAD BERE SO , 1976 they came with the
study that “store loyal consumers found more risk in shopping & hence felt being store loyal
would reduce the risk of shopping in unknown stores.”
❖ YA KELOVICH , SKELLY AD WHITE , 1982 they found that “more no. of single parent
household also limited the amount of time available for shopping & the additional cost of
being store loyal was worth the time saved.”

❖ Rosalind McMullan, Audrey Gilmore
Abstract:
Purpose – The purpose of this paper is to focus on establishing individuals' levels of loyalty
and what sustains and develops their customer loyalty. This paper recognizes the importance
customer loyalty has for many competitive organizations and industries. However there has
been less focus on what value customer’s attach to customer loyalty in this context.
Design/methodology/approach – A two-stage study is presented, establishing individual
levels of loyalty and then identifying the role of mediating effects in loyalty development.
The first stage involved a postal survey, including a 28-item scale, designed to measure
customer loyalty, and its sustainers and vulnerabilities (mediating effects). The second stage,
and the main focus of this paper, uses scores from the loyalty scale (high, medium and low
levels of loyalty) to examine what sustains and develops loyalty amongst differing levels of
development.
Findings – The findings highlight the importance of identifying, understanding and managing
mediating effects, in the context of loyalty development. The research emphasizes the
importance of a differentiated approach to developing and managing customer loyalty by
appropriately rewarding customers at different levels. The findings highlight the need to
acknowledge the importance of reciprocity in terms of which aspects of service customers
value.
Originality/value – The main contribution of this paper is that it uniquely identifies an
approach to understanding the sustaining and vulnerability effects mediating customer loyalty
development going beyond previous categorization attempts. Understanding this approach
should lead to effective customer loyalty management and greater awareness of managing
recognition, reciprocity and rewards.


About Future Group
Future Group is one of the country’s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics. The group’s
flagship company, Pantaloon Retail (India) Limited operates over 6 million square feet through 450
stores in 45 cities. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central, Food
Bazaar, Home Town, eZone, Depot, Future Money and online retail format, futurebazaar.com.
Future Group companies includes, Future Capital Holdings, Future Generali India, Indus League
Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co. Future
Capital Holdings, the group’s financial arm, focuses on asset management and consumer credit.
It manages assets worth over $1 billion that are being invested in developing retail real estate and
consumer-related brands and hotels.
The group’s joint venture partners include Italian insurance major, Generali, French retailer
ETAM group, US-based stationary products retailer Staples Inc, UK-based Lee Cooper and India-
based Talwalkar’s, Blue Foods and Liberty Shoes.
Future Group’s vision is to, “Deliver Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner.” The group considers ‘Indian-ness’ as a core value and its
corporate credo is - Rewrite rules, Retain values.

Pantaloon Retail (India) Limited
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in
both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai
(Bombay), the company operates over 7 million square feet of retail space, has over 1000 stores
across 53 cities in India and employs over 25,000 people.
The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a
uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and
feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and
Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe
Factory, Brand Factory, Blue Sky, Fashion Station, ALL, Top 10, mBazaar and Star and Sitara. The
company also operates an online portal, futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format
home solutions store, Collection i, selling home furniture products and E-Zone focused on catering to
the consumer electronics segment.

I TER ATIO AL & ATIO AL AWARDS
Pantaloon Retail was recently awarded as:
1. International Retailer of the Year 2007 by the
US-based ational Retail Federation ( RF) and
2. The Emerging Market Retailer of the
Year 2007 at the World Retail Congress held in Barcelona.
3. Best of the BEST RETAILER 2006 & 2007, by ASIA PACIFIC TOP 500, SI GAPORE.
4. Business Leadership Award in retail by DTV,
5. Readers Digest Trusted Brands Platinum Award.
6. C BC AWAZ most preferred Large Food & grocery Super market.
7. Hewitt international BEST 15 EMPLOYER in I DIA.
Pantaloon Retail is the flagship company of Future Group, a business group catering to
the entire Indian consumption space.

Now we are going to discuss about all LINE OF BUSINESS come under PANTALOON’s RETAIL.
Table 3.1 line of business
LOB NAME SIZE(PER SQR.FT) FORMAT TYPE
FASHION PANTALOONS 25,000 LIFESTYLE CENTRAL 1,25000 LIFESTYLE BIG BAZAR 50,000 VALUE
FASHION STATION 15000 VALUE FOOD FOOD BAZAAR 10000 LIFESTYLE & VALUE
GM, BOOKS & BIG BAZAAR 50,000 VALUE MUSIC DEPOT 1,000 TO 6000 LIFESTYLE & VALUE
HEALTH ,BEAUTY STAR & SITARA 1,000 TO 2,000 VALUE & WELL NESS
COMMUNICATION
(BEAUTY PRODUCTS) STAR & SITARA (SALON) HEALTH VILLAGE
GEN M M PORT M BAZAAR
2,500
25000
500 TO 1,000 1500 TO 2000 250 TO 500
VALUE
LIFESTYLE & VALUE
LIFESTYLE LIFESTYLE VALUE
SUBSIDIARY – HOME SOLUTIO RETAIL(I) LTD.
Table 3.2
LOB NAME SIZE(PER.SQR.FT) FORMAT TYPE ELECTRONIC GOODS & CONSUMER APPLIANCES
FURNITURE,FURNISHINGS & ACCENTS
E-ZONE ELECTRONIC BAZAAR
12,500 3,000 TO 6,000
LIFESTYLE VALUE
HOME IMPROVEMENT
COLLECTION I FURNITURE BAZAAR
10,000 3,000-6000
LIFESTYLE VALUE
HOME TOWN 1,25,000 LIFESTYLE & VALUE

JOI T VE TURES:
Table 3.3
LOB NAME SIZE(PER.SQR.FT) FORMAT RESTAURANT ,LEISURE & ENTERTAINMENT
BLUE FOODS(50:50)
GALAXY ENETRTAINMENT BOWLING COMPANY
FINE DINING RESTAURANT
(15.73%)STAKE 30,000 LIFESTYLE F123-ARCADE & GAMES
7000-20,000 LIFESTYLE
SPORTS BAR 2,500 LIFESTYLE CHAMOSA 100 VALUE FOOT WEAR RETAILING FOOTMART
RETAIL(I)LTD
LIBERTY SHOES (51:49) SHOE FACTORY
6,000-15,000 VALUE
FASHION & SPORTS
WEAR
PLANET RETAIL(49:51) LIFE STYLE
KIDS WEAR RETAILING
GJ FUTURE FASHIONS LTD.(50:50) GINI & JONY 1,500-5,000 LIFESTYLE
HEALTH ,BEAUTY & WELLNESS
MANIPAL HEALTH SYSTEMS MANIPAL CURE & CARE (50:50) TAWALKAR’S(50:50)
LIFESTYLE & VALUE
AIRPORT(DUTY FREE SHOPPING) ALPHA AIRPORTS
ALPHA FUTURE(50:50)
INSURANCE
REITS & MALL MGMT (50:50) J V
ASSICURAZIONI GENERALI (ITALY) FUTURE GENERALI(58:16:26)
CAPIA LAND RETAIL.LTD (SINGAPORE)
Source: PANTALOON PRESS

CE TRAL’S
Launched in May'04 at Bangalore, Central is a
showcase, seamless mall and the first of its kind in India. The thought behind this pioneering concept
was to give customers an unobstructed and a pure shopping experience and to ensure the best brands
in the Indian market are made available to the discerning Indian customer.
Central offers everything for the urban aspiration shopper to shop, eat and celebrate. Located in
the heart of the city, Central believes its customers should not have to travel long distances to reach
us; instead we must be present where customers frequently visit.
In a short span of its existence Central has revolutionized and redefined the shopping experience in
India. At Central, customers no longer only shop, they get SHOP-ATAINED!
Central strategy
Fig 3.1 central strategy

Applying the Retailing concept in Relation to Central
1. Customer Orientation – central determine the attribute and needs of it's customers.
2. Coordinated Effort – central integrates all plan and activities to maximize efficiency. All the
employees make their best service to customer.
3. Value Driven – central offer good value to customers whether it to be discounter or up sale
this means having the price appropriate for the level of product and customer service
4. Goal Orientation - central set goals and then uses a strategy to attain them. central set goal to
achieve the one hundred crore target in 2008.
To relate the marketing concept to retailing, with an emphasis on the total retail
experience customer service, and relationship retailing. The marketing concept (known as retailing
concept when applied to retail situations) should be understood and used by all the retailers.
The total retail experience includes all the elements in retail offering that encourage
consumers during their contact with retailer. Many elements such as number of sale people, displays
price. The brands carried, and inventory in hand are controllable by a retailer, others like the adequacy
of on-street parking, the speed of on line shopping and sale taxes are not. If some part of the total
retail experience is unsatisfactory, consumers may not buy a given good or service.
The total retail experience of CE TRAL is very good. There is goods systematic display of
goods. Synapses indicate price of the goods. Smart sales people, they always maintain eye
contact with customer. There are good branded item's are available in CENTRAL store.

Strategic Planning in Retailing
A retail strategy is overall plan that guide a firm. It consists of situation analysis objectives
identification of customer market, broad strategy specific activities, control and Feedback.
Organisational mission Situation Analysis
Ownership Management alternatives Goods/Services Category
Sales Objectives
Profit Satisfaction of Publics Image
Mass Marketing Identification

Differentiated Concentrated Marketing
Marketing
k c a b
Controllable Variables
Uncontrollable Variables
Specific
Daily and Short term Operations
activities
Responses of environment
Evaluation Control
Adjustment
Element of Retail Strategy
Fig 3.2 retail strategy

d e e F
Overall Strategy

Objectives are the retailer's long term and short term goal. A firm may pursue one or more of
their objectives Sales (growth, Stability and market share) Profit (level, return on investment,
and efficiency) Satisfaction of public (Stockholders, consumers and others) and image
pinioning (customer and industry perception)
Next consumer characteristics and needs are determined and a retailer elects a target market.
A firm can sell to a broad spectrum of consumers (Mass Marketing) Zero in an one consumer
group (concentrated Marketing) or aim at two or more distinct group s of consumers
(differentiated marketing) with repeated retailing approaches for each.
A broad strategy in then formed. It involve controllable variables (aspects of business a firm
can directly affect) Uncontrollable variable (factors of a firm cannot control and to which it
must adapt)
Controllable Variables Uncontrollable Variables
1. Store Location 1. Consumers
2. Managing business 2. Competition
3. Merchandise management 3. Technology
and pricing
4. Communicating with the 4. Economic Condition
Customer 5. Seasonality

Central Mall

Controllable Variables of “Pune central”
Store Location -
1. It Cover the customer of shivajinagar, aundh, & north-western part of Pune, which has
emerged as an IT hub.
2. Central provides a complete shopping service for a major part of consumer shopping.
Central also include for certain type of home wares & other thing.
Managing of Business –
The record area of strategic planning managing a business into two major element human resources.
The Retail Management - Management look like promotion, display are very good at central
there are special promo area for different event.
Special price policy like Buy 2 gets one Free.
At the end of week central give special offer in merchandise.
Merchandise Management and Pricing:
Product Mix – Central keep all the category of merchandise. Different choices of
merchandise are in the More is according to their classification.
Price - Central charge medium& high price but offer wide range of deep assortment. With
regard to pricing central choose several pricing techniques (such as leading following, cost
plus/demand oriented and so on) then decide what range of price is set, consistent with the
More is image and quality of goods and service offered.
Uncontrollable Variables :
Consumers - Basically central target upper medium& high class people According to this
central learns about its target market and from a strategy consistent with consumer trends and

desire. Selecting a target market is within a retailer's control but the firm cannot sell goods or
services that are beyond the price range of its customers not wanted, or not displayed or
advertised I n proper manner.
Competition - Competition in retail sector increasing in India. Retail industry even organized
retail is fragmented industry in India. Every region has local competitors (Margin Free in
Kerala, Subiksha ,Nilgiri in Chennai) Big Bazaar , Reliance and Spencer are close rivals of
More make a good presence in Maharashtra while R.P.G. make good presence in south India.
Government has gave the approval F.D.I. in retail sector so it will increase competition n
retail rector wall Mart J.C Penny, Mark & Spencer could inter in Indian Market.
Technology - In today's world of retailing technology is advance rapidly. Computer system is
available for inventory control and check out. Operation. Bar coding has revolutionized
merchandise handling and inventory control.
Economic Conditions - Economic condition of India is more better than one decade before.
Per capita income as increase by 5.2% in this fiscal year. G.D.P. also increase people have more
disposal income. Unemployment Interest rate, inflation tax levels and the annual gross Domestic
product (GDP) are Just some economic factors with which a retailer copes and which it cannot change
In outlining the controllable to consider and adapt to forecast about international, national state and
local economics.

WORK DO E
➢ Understanding the Retail operations.
I did my summer project from Central 2. In Central there are 5 floors and each floor is divided into
each segment .
Ground floor is having all international brands like Lacoste , Tommy Hilfiger , Nautica and many
more .
First floor is having ladies and kids section and Shoes section .
Second floor is divided into 2 sections in which 1 section is for all Casuals in which we have
brands like Lee, Levi’s, Lee Cooper etc. and the another section is for Planet Sports in which all main
brands are existing like Adidas , Nike , Puma , Converse etc.
Third Floor is for all Men’s formal dressings like Arrow, Excalibur, Peter England, Urbana,Van
Hausen, Wills lifestyle etc. and we also have ethnic wears also in which we have Akkriti and
Manyawar.
Fourth Floor is for Casual’s wearing and Home Furnishing also in casuals we have brands like
Provogue, Status quo, M Square, Proline and many more brands.
Fifth Floor is divided into 2 segments. 1 is for Food court named as “Spoon the food court” and
another section is for Food bazaar in which you can get all the FMCG goods .
These are the segments and floors in which central 2 is divided. I did my project basically for 3rd
floor which is known for FORMAL’S SECTION.
In each floor there is the Floor Manager, ADM(asst. departmental manager), Team leader,
CSA’s. all these people working for a floor.

After my 3 months project in CENTRAL I can say there are 6 PARAMETRES OF RETAIL
OPERATIONS. These are the parameters which is to be followed and maintained by every
organization .
1 STOCK.
2 STAFF.
3 CUSTOMER& CUSTOMER SERVICE.
4 SALES.
5 VISUAL MARCHE DISI G.
6 MARKETI G & PROMOTIO AL EVE TS.
STOCK
Stock is very essential part of operation. We should know about the stock presence on the floor.
On which brand we have a full option & cut option .so we have to make option plan of the floor
every Monday.
We makes stock requirement also of those product which is fast moving & on demand items.
A manager should also aware about each and every brand requirement and he has to make sure about
the refilling and replenishment of the stock . The stock has to be refilled accordingly.
Sometimes some of the items are not moving in brands then we send it back to the vendors or
sometimes we send it to Brand Factory.
Profit Maximization
- In Retail industry at the end of the day the one thing which matters is
only one thing that is profit . In central for earning profit we daily distributed the targets for each and
every brands and these brands have to perform better for the achievement of the their targets . They
also got there brands targets on monthly , quarterly and yearly bases . For the achievement they do
hard work and if they succeed in achieving their targets then they get incentives according to their
contribution.

Staff
In Operations Staff plays a important role in achieving the targets . Sales executives are the persons
which are directly interacted to the customer and they know what the customer actually want.
Customer can’t meets to the Managers directly.
So it’s necessary that staff should be well groomed & interactive to the customer.
We daily check the grooming of staff just like hair cut, clean clothes, etc & their eye contact, body
language, communication skill etc.
We should train the staff time to time like:
• How to communicate with customers?
• How to increase the selling?
• How to make the customer to purchase more?
Customer & customer service

Customer is most important thing in retail .
In retail, this idea of focusing on the best current customers should be seen as an on-going
opportunity. To better understand the rationale behind this theory and to face the challenge,
we need to break down shoppers into five main types:
• Loyal Customers: They represent no more than 20% of our customer base, but make up more
than 50% of our sales.
• Discount Customers: They shop our stores frequently, but make their decisions based on the
size of our markdowns.
• Impulse Customers: They do not have buying a particular item at the top of their “To Do”
list, but come into the store on a whim. They will purchase what seems good at the time.

• eed-Based Customers: They have a specific intention to buy a particular type of item.
• Wandering Customers: They have no specific need or desire in mind when they come into
the store. Rather, they want a sense of experience and/or community.
If we are serious about growing our business, we need to focus our effort on the loyal
customers, and merchandise our store to leverage the Impulse shoppers. The other three types
of customers do represent a segment of our business, but they can also cause us to misdirect
our resources if we put too much emphasis on them.
We can delight our customer if we give them better service. In Central’s we give some
following service to our customers :
• Discounts.
• Gift wrapping.
• Some time we do home delivery also
• Exchange in 7 days.
• Free alterations.
VISUAL MERCHA DISE-

Visual Merchandising is the art of displaying
merchandise in a manner that is appealing to the eyes of the customer. It sets the context of
the merchandise in an aesthetically pleasing fashion, presenting them in a way that would
convert the window shoppers into prospects and ultimately buyers of the product. A creative
and talented retailer can use this upcoming art to breathe in new life into his store products.
Visual merchandising is acted as a silent communicator to the customer. The main function
of V.M is to aware about what merchandise is available in store.

Visual merchandising includes window displays, signage’s, interior displays, cosmetic promotions
and any other special sales promotions taking place.
V.M also helps to customers as –
▪ Educating the customers about the product/service in an effective and
creative way.
▪ Establishing a creative medium to present merchandise in 3D environment,
thereby enabling long lasting impact and recall value.
▪ Setting the company apart in an exclusive position.
▪ Establishing linkage between fashion, product design and marketing by
keeping the product in prime focus.
▪ Combining the creative, technical and operational aspects of a product and
the business.
▪ Drawing the attention of the customer to enable him to take purchase
decision within shortest possible time, and thus augmenting the selling
process.
Sales
How will you survive and grow in profitability in today's very competitive marketplace?
Consider these facts.
1. Your margins are already stretched.
2. You're stretching your advertising dollars as far as they'll go.
3. You don't have the brand or product loyalty that you once had.
Then how will you compete?

It's simple!
You'll compete by maximizing your greatest source of productivity -- your people!
Look at these realities.
1. Few companies budget sufficient dollars to professionally train their sales
And customer contact people.
2. Most retail salespeople are poorly trained in professional selling skills.
3. Most training is product training.
4. Old-fashioned sales techniques are outmoded and contribute to turnover and poor job performance.
Modern day, value-focused selling can usually increase a salesperson's effectiveness
Around 15% to 25%.
As a Manager we have to look up following thing, so that we know about our actual selling &
achievement of our target:-
• Walk ins- no. of customers is coming in our mall?
• o. of bills- how many customers are purchasing out of them?
• Average bill value- total sale/no. of bill
• Floor contribution towards mall- for ex. Floor 3 contributes 15 to17 % of mall selling.
• Specific brands contribution towards mall- Van hausen, Arrow etc. is the brands who are
contributing higher in floor 3.
• Sq. feet return of the brand- each brand has to provide a specific area in sq. feet
Sales in month /sq. feet area =sq feet return in month/ no. of days.

Managing Promotions, Events, Alliances and partnership-
▪ In order to ensure the success of an event or promotion, it is necessary that the store where
action is to take place be geared for the same.
▪ Managing alliances and partnership with local partners is also an important part of store
operations.
▪ Display of merchandise and point of purchase material has to be managed at the store level.
▪ An integral part of managing a super market is an understanding of fresh produce and its
storage needs and replacing the product when needed.
▪ Control of perishables and sanitations are two important aspects of the operations of the store.
During my project in central they organized event named as “THE GREAT FRENCH AFFAIR”
The main purpose of this event was to get familiar our customers with the French culture.
By celebrating this festival they tried to experience the French culture.
Marketing promotion& events

It can be defined as strategic and tactical planning program and the attendant execution exercises for a
brand using the full mix of communication
.
(Short term) Consumer promotion can do
1. Increase sales
2. Build Market share
3. Generate awareness and trial of new brand
4. Stimulate retrial
5. Encourage repeat purchases
6. Generate purchase continuity
7. Provide alternate usage suggestions.
8. Stimulate trade-up to larger sizes
9. Temporary adjust pricing
10. Defense against competitive activity
11. Excite the sales force.

I was the part of 3 events in PU E CE TRAL
1. The Great French affair.
2. Youth buzz.
3. EOSS (end of season sale).
The Great French Affair 10th May - 1st June 2008.
Come fall in Love! With the spirit of France...
Experience the glamour of Eiffel Tower at Central
▪ Wine Tasting: Come get a heady taste of the finest French wines on all weekends.
▪ French Feast: Watch mouth watering French delicacies being whipped up by a renowned
chef on all weekends.
▪ Le Pastry: Delectable French pastries will have you begging for more.
▪ Paris Runway: Watch the leading models sizzle on the ramp in designer French collections
on May 17th & 24th 2008.
▪ French Makeover: Get a stunning 'Ooh la la' French Style makeover.
▪ La Troupe: Sizzle, Shake and Cheer with French Cancan dances on May 10th 2008.
• Dance Classes: Learn charming French moves from leading dancers on all weekends
• Art De Portrait : Get your portrait sketched by a true blue French
Youth buzz :
➢ Double your shopping.
➢ Double your eat
➢ Double celebrate
Youth buzz offering you no. of discounts & offers like
• Denim exchange mela.
• Magic weekend
• Offering apparels like future C.E.O., Saturday night fever.
Overall response from the customer was good.

EOSS: (E D OF SEASO SALE)
THE BIGGEST DISCOU T CHALLE GE BY CE TRAL’S
HAPPI ESS SALE UPTO 50% OFF*
Basically EOSS means stock clearance sale. During this period there were huge no. of discounts
are over there.
During this sale period huge crowd was there, because of discounts on each and every item.
Main thing in this period is stock. Before 10 days of the sale period we send requirement of the stock
to each and every company for this period.
Main work during this season is to manage all thing including signage’s, proper updates of offers.
There were special offers on 15th ,16th,17th AUGUST because of INDEPENDENCE DAY, RAKSHA
BANDHAN.
❖ How can you better present your store and products to the buying public?
Start by doing a basic evaluation of your store.
Front Signage:
• Is your sign up-to-date or is it old and dated-looking?
• Is your sign clearly visible and in good repair; no holes, cracks or burned out bulbs?
• Does your sign tell customers what type of products you sell at a glance?
• Do you have adequate signage for your building as it relates to street visibility?
• Does your signage make a strong statement about your company?
Interior Signage:
• Is your product signage uniform in design?
• Does your product signage describe the high points or features of the product?

• Is signage up to date?
• Is directional signage easy to see and understand at a glance?
• Do you use signage as part of your visual merchandising?
Floor Coverings:
• Is your floor clean and fresh looking?
• Is your carpet clean, lying well, and vacuumed?
• Is your entry clean and in good repair?
• Are you using multiple styles of floor coverings to direct traffic flow and distinguish between
departments?
Lighting:
• Are all of your bulbs operating and in good condition?
• If using fluorescent bulbs are all bulbs the color temperature?
• Is your appliance area bright in contrast to the more subdued electronics area?
• Are you using Track or spotlights to create focal points?
• Good white light 3500 to 4100K should be used to light an appliance section.
Housekeeping:
• Is your store clean? Are floors waxed and buffed, carpet shampooed and vacuumed?
• Is your product neat and tidy?
• Are your aisles free of clutter and boxes?
• Is your exposed office area neat with continuity?
Store Display Fixtures:
• Do your store fixtures match or are they a conglomeration of manufacturer's displays?
• Are your fixtures broken or in disrepair?
• Are your fixtures being used for the products for which they were intended?

• Does your store use store fixturing? (Appliance fixtures, built-in fixtures, platforms,
gondolas, etc.)
Apart from these there are some work which were performed by me as a “Management
Trainee”.
1. Daily distributing sales report to each and every CSA including target & last night’s
sale.
2. Daily check the global counting book of the stock.
3. Keep details of all the inwards & outwards on the floor.
4. Check whether the staging & color blogging is perfect or not.
5. At the weekends (sat. & sun) help cashiers for packing & sometimes for billing also.
6. On the Mondays collect the details of fast moving merchandize from each and every
brand & their requirement of stocks also.
7. During the GREAT FRENCH AFFAIR I had perform the job to tell every customer
what is the French festival is all about?
8. After this festivals, I also work for “Customer Feedback Counter”. Where I had to
request each and every customer to feel the feedback form. From which I can get
more knowledge of customer behavior, there expectation from the mall.
9. During the sale period (eoss) lots of work there which I performed.(staging, color
blogging, stock inwards, placing of gondola’s, rearranging the section because of a
huge stock in each section.
10. During EOSS sometimes I help for alteration also.
11. On the billing counters it really tough to handle the customers over there, for that
purpose I was always there to solve all the problem.
This is all about my project profile during my internship.

DATA A ALYSIS
Research 1:
Objective:
To collect whole detail about the awareness of customers towards FUTURE CARD.
Sample size: 200 customers
How often do you buy apparels (clothes)?
OPTIONS RESPONSE
Once a year 25
Once a month 35
Twice a month 65
Thrice a month 75
TOTAL 200
How often do you buy apparels (clothes)?
16%
34%
Once a year Once a month 20%
Twice a month
Thrice a month
30%
Fig 3.3 often buy apparels


2. From where do you buy your apparels (clothes)?
Options Response
Pyramid 60
Central 80
Shoppers 50
Mega mart 10
Total 200
Fig 3.4 where do u shop?
3. Age of the customer ?
Below 18 yrs 45 Between 18 to 25 yrs
5%
25%
30%
pyramid Central’s shoppers Mega mart
40%
63
Between 25 to 35 yrs
47
Between 35 to 45 yrs
35
Above 45 yrs 10

Fig 3.5 age of customer
4. Gender of the customer?
a. Male b. Female
Fig 3.6 gender
5. Income range of the customer (per month)?
Options response >15000 12 20000-25000 62 25000-30000 56 30000 above 70

Fig 3.7 income range
6. How much do you normally spend on apparels (clothes) bought from shopping malls in a
single shopping ?
Less than 500
32
Between 500 to 1000
43
Between 1000 to 2000
47
43
More than 5000
15
Not Applicable
20

NORMALLY SPEND ON SHOPPING
LESS THAN 500
BETWEEN 500- 1000
BETWEEN 1000- 2000
BETWEEN 2000- 5000
MORE THAN 5000
NOT APPLICABLE
Fig 3.8 spend on shopping
7. Customers aware of “FUTURE CARD” Loyalty Programme in CE TRAL’S ?
OPTIONS RESPONSE
Yes 60
No 140
TOTAL 200
Fig 3.9
10%
16% 8%
22%
21%
23%
CUSTOMER AWARE OF FUTURE CARD

30%
YES
NO 70%

8. Reasons for not being aware of FUTURE GROUP?
OPTIONS RESPONSE
Don’t have any idea 70
Not inform by any CSA 60
Don’t have any display 70
Total 200
FIG 3.10 RESO S
9. Do you have FUTURE CARD?
OPTIONS RESPONSE
Yes 50
No 150
TOTAL 200

FIG 3.11
10. Are you interested to be a part of FUTURE CARD?
OPTIONS RESPONSE
Yes 150
No 50
TOTAL 200
FIG 3.12
THIS RESEARCH IS BASICALLY FOR THE LOYALTY SCHEMES.
This questionnaire is totally about loyalty card in CENTRAL’S

Second research has been done to collect data about the comparative analysis among the competitors.
Research 2
:
Objective : To collect data for COMPARATIVE A ALYSIS with respect to other
stores in PU E.
Sample size: 200 customers.
PARAMETERS PU E
PIRAMYD WESTSIDE MEGA MART
CE TRAL
Price 68 29 34 23 46
Brands
Available
Table no. 3.4

79 34 45 17 25
Product Range 67 23 42 34 34
Trial Rooms 87 17 23 43 30
Offers 78 21 72 12 17
Customer
Service
85 34 46 23 12
Parking 98 23 33 32 14
Store Layout 103 22 36 29 10
Events 110 32 34 18 06
Ambience 98 12 54 23 13
Food court 167 08 10 10 05
Loyalty scheme 33 75 80 12 00
SHOPPERS
STOP

Q.1) Which store you find the price best?
FIG 3.13
I TERPRETATIO & SUGGESTIO : From the above chart we can say that on the basis of price as a
parameter 34% people likes to shop in CENTRAL’s. The main reason behind is the in house brands
of PANTALOONS which are really very affordable to everyone who comes for shopping & wide
range of options & sufficient space for each and every brand & good service. As compare to price
range there is close competition. So CENTRAL have to keep focus on each & every brands.
Q.2) Which store you find that there is a good range of brands available?
FIG 3.14
I TERPRETATIO & SUGGESTIO : From the above chart we can say that on the basis of brands
available 39% people prefer to shop in CENTRAL’s. The reason is availability of various brands as

well as various in-house brands. As compare to other competitors CENTRAL’S have more space for
each and every brand, wide range of options.
Q.3) Which store has a good product range available?
FIG 3.15
I TERPRETATIO & SUGGESTIO : From the above chart we can say that on the basis of product
range 33% people prefer to go with CENTRAL’S. It has a good range of products as various in-house
brands are also available with economical prices. They can still improve upon by getting various other
brands and introducing various in-house brands.
Q.4) Which store has a good trial room facility?
FIG 3.16
I TERPRETATIO & SUGGESTIO : After interpreting the chart we come to know that 43% people
are satisfied with the trial rooms at CENTRAL’S as compared to other stores in Pune. So

CENTRAL’S should maintain the service of trial room in the same manner. Another reason is enough
space in each trial room, which made by latest technology.
Q.5) Which store has got good promotional offers?
FIG 3.17
I TERPRETATIO & SUGGESTIO : After interpreting the chart we come to know that 39% people
feel the offers in CENTRAL’S are really good & attractive. So customers are satisfied with the offers
that CENTRAL’S launches at regular intervals.
Q.6) Which store provides the best service?
FIG 3.18

I TERPRETATIO & SUGGESTIO : Taking into consideration the above statistics we can see that
42% people feel that the service (free alteration, exchange policy, staff suggestions, redeem parking
coupon etc.) given by CENTRAL’S are much better as compared to other stores in Pune. So they
should keep enhancing the loyalty program and should keep in mind that customer is the king so we
need to provide best services to keep the customers loyal.
Q.7) Which store has a good parking facility?
FIG 3.19
I TERPRETATIO & SUGGESTIO : We can interpret from the above chart that 49% people find
that parking is not a problem at CENTRAL’S. As compare to other stores in PUNE, only
CENTRAL’s has its own space for parking other than others , because they are parking on the sharing
basis. Its parking is in basement that why customers get more space for parking. While paying the
shopping bill they can redeem the parking coupon. There is the lift facility for customers to the
basement. In central’s they provide valet parking also which is not there in other stores in PUNE.

Q.8) Which store has a good store layout?
FIG 3.20
I TERPRETATIO & SUGGESTIO : We can interpret from the above chart that 54% people feel
that it is comfortable to move around in the store. The items in the store are visible and it’s convenient
to shop. Each section gives enough space that customers can easily go and select their favourite item.
In CENTRAL mall each section is divided in to various section. There is food court also which also
encourage customer to shop inside the mall.
Q.9) Which store has organize good events?
FIG 3.21
that events organised in CENTRAL’S is better than other stores in PUNE. During my internship we
organised various events such as “YOUTH BUZZ” in this we organise SALSA DANCE competition,

“DENIM EXCHANGE MELA”, “electronic AUCTIONS” etc. In all these events there is huge
response of customers because of that during those days sale of the mall also increases.
Q.10) Which store has good ambience?
FIG 3.22
that ambience in CENTRAL’S is better than other stores in PUNE. Basically CENTRAL’s pays more
attention towards the customer’s requirement what they want? What are their expectations towards the
mall.
Q.11) Which store has good food court?
FIG 3.23

that events organised in CENTRAL’S is better than other stores in PUNE. Because only CENTRAL’S
goes with the concept that , “SHOP ,EAT, & CELEBRATE”. That is the slogan of CENTRAL’s.
Other stores not allow any type of food stuff inside the mall. That the reason why there is huge
approach of customers in CENTRAL’S.
Q.12) Which store has good loyalty scheme?
FIG 3.24
I TERPRETATIO & SUGGESTIO : We can interpret from the above chart that only 16% people
goes with CENTRAL’s. Only in this section CENTRAL’s lack behind others stores in PUNE.
CENTRAL’s has to keep more attention towards this.


From this above given questionnaire following are the observations & recommendations.
Observations:
1. From this research, there are majority no. of customers who buys more than 3 times in a
month as compare to other customers. So these customers are loyal customers for
CENTRAL’S. No of other customers who buys more than 2 times, 1 time in a month are
also there. These are also the targeted customers for the CENTRAL’S.
2. There were higher percentage of customers who like to buy from CENTRAL as compare
to other competitors.( pyramid, shoppers etc.) means majority of customers are like to
shop from CENTRAL’S. So by organizing some events or with good product range &
discounts, these remaining customers get diverted towards CENTRAL.
3. As per the data collected through this survey, we can say higher no. of customers are
youngsters. Along with professionals, businessmen etc. between the age group 25-35.
4. Majority of females customers are there, as compare to male customers.
5. As per income range is concern, majority of customers are high class customer’s means
income(30000+/month).who loves to shop in CENTRAL’s. They are really brand
conscious.
6. There are higher no. of customers who spend more than 3000 for their 1 time shopping,
more than 3000 also. Some customers are there who even shop more than 10000 also.
Basically main objective behind this questionnaire is to collect information about the
awareness about FUTURE CARD among the customers.
As per the data collected by questionnaire, i am very disappointed by the result that is
only 30% customers were aware about the FUTURE card.
The main reason behind it is that they don’t have any idea about FUTURE CARD. Only
few of them know about it. The main reason behind it is, there is no display inside the mall

for FUTURE CARD. All the employees working over there are not aware of that, among 200
customers only 30% customers have the FUTURE CARD.
After that i ask for their interest in FUTURE CARD, more than 75% customers are
interested to be a part of FUTURE CARD. They are really very interested to be a member of
FUTURE CARD. They want more information about the FUTURE CARD.
Recommendations:
As per all this data, as per my opinion is concern, CENTRAL’s have to think more about
the FUTURE CARD. Because as we discuss above more than 75% customers really very
interested to be a part of the FUTURE CARD.
This one is really very important thing where CENTRAL’S have to be concentrate.
Because of this they get more LOYAL customers. CENTRAL’S have to arrange some events
for promotion of FUTURE CARD. Including proper displays inside the mall, informing every
employees over there to tell every customers about the FUTURE CARD.
At the cash counter keep any executive to give information to each and every customer.
Or make a proper section for FUTURE CARD at the entrance of the mall. By that every
customer get idea about FUTURE CARD.


WEBSITES
➢ www.retailbiz.com
➢ www.google.com
➢ www.retailyatra.com
➢ www.wikipidea.com
➢ www.timesofindia.com
➢ www.economictimes.com
➢ www.future.com
➢ www.amazon.com
➢ www.futurebazaar.com
BOOKS & MAGAZI ES

➢ Retail management book by CHETAN BHAGAT ➢ Book “RETAILING” by PATRICK M . DUNNE ➢ Retail
management book by SUJA NAIR ➢ ICFAI JOURNALS. ➢ BUSINESS TODAY ➢ HARVADS JOURNALS ➢
MARKETING MANAGEMENT BY PHILIP KOTLER ➢ “IT HAPPENS ONLY IN INDIA” BY KISHORE
BIYANI.

QUESTIO AIEER
1) AME :
2) AGE:
3) ADRESS:
4) GE DER:
5) How often do you buy apparels (clothes)?
Once a Year
6) From where do you buy your apparels (clothes)?
Once a Week
Once in 15 days
Once a month
Once every three months
Once every 6 months
Pyramid
Central’s
Shopper’s
APPENDIX

Mega mart
7) How much do you normally spend on apparels (clothes) bought from shopping malls in a
single shopping
Not Applicable
8) Customers aware of “FUTURE CARD” Loyalty Programme in CENTRAL’S ?
No
11. Do you have FUTURE CARD?
No
10) Are you interested to be a part of FUTURE CARD?
Less than 500
Between 500 to 1000
More than 5000
Yes
Yes
Yes
No

Research 2
: QUESTIO AIEER
Objective : To collect data for COMPARATIVE A ALYSIS with respect to other
stores in PU E. (CE TRAL, PRAMID, SHOPPER’S, WESTSIDE, MEGA MART)
Sample size: 200 customers.
Q.1) Which store you find the price best?
Q.2) Which store you find that there is a good range of brands available?
Q.3) Which store has a good product range available?
Q.4) Which store has a good trial room facility?
Q.5) Which store has got good promotional offers?
Q.6) Which store provides the best service?
Q.7) Which store has a good parking facility?
Q.8) Which store has a good store layout?
Q.9) Which store has organize good events?
Q.10) Which store has good ambience?
Q.11) Which store has good food court?
Q.12) Which store has good loyalty scheme?

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Institute Of Business Studies & Research Pune (Satish P.

ext 3-5 years are tough for retail biggies

Where is the opportunity?

Building loyalty through advocating certain essential factors:

How to improve CUSTOMER LOYALTY in organization?

Fig 2.2 FACTOR FOR BUILDING LOYALTY

Grahame R. Dowling Australian Graduate School of Management University

Fig 3.1 central strategy

Mass Marketing Identification

Fig 3.2 retail strategy

Customer & customer service

VISUAL MERCHA DISE-

Marketing promotion& events

Fig 3.3 often buy apparels

CUSTOMER AWARE OF FUTURE CARD

Table no. 3.4

BOOKS & MAGAZI ES

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