DECLARATION

I Priyadarsani sahoo student of Regional college of bio-engineering

& management do here by declare that, the summer internship
project report “GREEN CARD OF PANTALOONS..” Submitted
by me is original to the best of my knowledge, under the guidance of
Mr. Swarup Ranjan Prusty .It has not been produced anywhere else or
carried out by anyone else.

Soumya Ranjan Das

08BB17

1
 CERTIFICATE BY GUIDE

This is to certify that the report of “GREEN CARD OF

PANTALOONS” Submitted by Mr. Soumya Ranjan Das Redg. No.
MB03041. International school of Business Management,
Bhubaneswar, Orissa. In Partial Fulfillment of the Requirement for
the Award of the Degree of Post Graduate Diploma in management
(PGDM) is bonafied of the work carried out by him under my
supervision and guidance.

Swarup Ranjan Prusty

Faculty of Marketing

2
 AKNOWLEDGEMENT

I gratefully acknowledge that the authorities of

“International school of Business Management” for giving their
wide co-operation for the completion of the project.

I express my deep sense of gratitude to our project guide

Mr. Swarup Ranjan Prusty who constantly guided & advised in
successful completion of this project.

SOUMYA RANJAN DAS

3
 PREFACE
Today every one in the society is totally dependent upon the retail
malls for shopping, as they are time bound and they don’t have
enough time to go to the market and purchase things of the daily life
needs. So with the emergence of the retail malls etc it has become
easier for them to have all the shopping in one destination where they
can purchase any thing required for the daily fulfillment of needs.

This survey throw light on the different facilities and services that the
retail hubs are providing to the customers to satisfy their needs. They
have become a part of their daily life where they can meet their need
immediately and with convenience. These mall has made their life
easier and with the unique services they have created a separate image
in the minds of the customers. Lastly I want to thank the people who
had supported me in the whole process and my special thanks to my
Internal & external guide for their kind support and also to the
customers for their co operation which helped me in completing my
research work..

4
 EXECUTIVE SUMMARY

The main theme of this project was to find the ratio of green card
holders and also to make people to have a green card by making them
know about the different benefits they can acquire by having a green
card of Pantaloon. Through this project I got to know that human
black box is still covered with doubts. They hesitate to open any
green card as they feel that the mall is for high class people but not
for the middle class people. They feel that the products available here
is far more costly and they can’t afford such expensive product. But
in the same process I found many people who were in support of the
prices as they felt that branded products should be costlier and in the
same process the opted for opening of green card and they feeled
satisfied with the offers and happy to shop with Pantaloon.
For the survey a sample size of 100 customers were taken and the
respondent were interviewed based on the questions inside Pantaloon.
After the survey was over it was concluded that there is a mix
response about the green card. People know about the green card
facility but don’t opt for opening it, but it was also found that those
who possess that car are satisfied.
As it’s a service industry its their sole responsibility to make their
customer believe in the service and opt for the green card option
which in future will help them gain necessary benefits provided by
Pantaloon.

5
 CONTENTS
CHAPTER 1: Introduction
1.1 Introduction
1.2 Objective of the study
1.3 Scope of the study
1.4 Relevance of the study
1.5 Methodology adopted
1.6 Organizational profile

CHAPTER 2: Literature Review

CHAPTER 3: Analysis & interpretation of data

CHAPTER 4: Conclusion
1.1 Findings
1.2 Conclusion
1.3 Suggestions

• Bibliography

6
CHAPTER 1
Introduction

7
 INTRODUCTION

Retail is a hot word now days. Now you can hear this word from the
mouth of everybody. But still the word is not clear to so many people.
Many people shop from mall environment but they don’t know
exactly what retail is? Even many employees those who works in
retail field they also don’t know exactly what retail is and what is the
concept of retailing and how it originated and what are the future
prospects of retail in India? The word retail has been derived from the
French word retailer, which means to cut off a piece or break the
bulk. Otherwise, it is the first point of customer contact. Even now
also 95%of Indian retail market is unorganized and only 5% is
organized. In un-organized retail there is less merchandise the product
line and the depth is very narrow. . Due to the change in lifestyle and
living pattern also rising of the disposable incomes the current
customers are getting more sophisticated and also service oriented.
Today they don’t want only the items that will satisfy their need they
also see how much it will add the value.

8
 RETAIL GLOBAL SCENARIO

In the year 2000 the global retail market was 8144.2billion$ and
during the year 2009 it will be around12104.00billion$.The united
state of America dominates the world retail market and accounts
for32.3% of the global retailing group. Europe generates30.8%, Asia
pacific25.6% and the rest of the world11.20%.In the world Wal-Mart
is regarded as the top retailer having different format. Following table
shows 15 largest retailer of the world.

The significance of retail is important not only for the reason that it
contributes towards various economy but also for the fact that it
contributes towards the employment also. In country like India where
retail is a new concept also we can find6-7% of the employment.

Share of retailing in total employment in selected

country:
Country Share of retail in total
employment
India 6-7%
China 6%
Poland 12%
Brazil 15%
U.S.A 11.7
Korea 18%
U.K 11%

9
 The world’s biggest employer:

Global rank Retailer Number of employee

1 Wal-mart 17 00 000
314 McDonald’s 438000
22 Carrefour 430000
82 Target 292000
67 Kroger 289000
34 Home depot 273000
132 Sears Roebuck 247000
54 Tesco 242980
105 Albert sons 241000
42 Metro 208616

RETAIL INDIAN SCENARIO

10
 Indian Retail Industry is ranked among the ten
largest retail markets in the world. The Indian consumer in terms of
“Choice Preference”, “Value for Money” and the emergence of
organized retail formats have transformed the face of Retailing in
India. Today India has the highest shop density in the world and the
present retail market in India is estimated to be US$ 200 billion of
which only 3% (around US$ 64 billion) is in the organized Sector.
With the organized retail segment growing revenues from the sector
are expected to triple from the current US$ 7.7 billion to US$ 24
billion by 2010. The share of modern retail is likely to grow from its
current 3 per cent to15-20 percent over the next decade. 85 per cent of
organized retailing is taking place in India’s urban areas while 66 per
cent of it taking place in India’s 6 main cities alone. The growth is
much faster in south India than in northern states. The total retail
market in south India is $94 billion and of this organized retail is $8.5
billion.

un-organised

organised

0 20 40 60 80 100 120

11
 Future Group – Company Profile

Future Group is India’s leading business group that caters to the

entire Indian consumption space. Led by Mr. Kishore Biyani, the
Future Group operates through six verticals: Retail, Capital,
Brands, Space, Media and Logistics.

Apart from Pantaloon Retail, the group’s presence in the retail

space is complemented by group companies, Indus League
Clothing, which owns leading apparel brands like Indigo Nation,
Scullers and Urban Yoga, and Galaxy Entertainment Limited that
operates Bowling Co, Sports Bar, F123 and Brew Bar.

The group’s joint venture partners include French retailer ETAM

group, US-based stationary products retailer, Staples and UK-based
Lee Cooper. Group Company, Planet Retail, owns and operates the
franchisee of international brands like Marks & Spencer; Next,
Dagenham’s and Guess in India. The group’s Indian joint venture
partners include, Manipal Healthcare, Talwalkar’s, Blue Foods and
Liberty Shoes.

Future Group Manifesto –

“Future” – the word which signifies optimism, growth,

achievement, strength, beauty, rewards and perfection. Future
encourages us to explore areas yet unexplored, write rules yet
unwritten; create new opportunities and new successes. To strive

12
for a glorious future brings to us our strength, our ability to learn,
unlearn and re-learn our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself
but create future scenarios in the consumer space and facilitate
consumption because consumption is development. Thereby, we
will effect socio-economic development for our customers,
employees, shareholders, associates and partners. Rewrite rules,
Retain values.

Future Group Vision –

Future Group shall deliver Everything, Everywhere, Every time for

Every Indian Consumer in the most profitable manner.

Future Group Mission –

- We share the vision and belief that our customers and

stakeholders shall be served only by creating and executing future
scenarios in the consumption space leading to economic
development.

- We will be the trendsetters in evolving delivery formats, creating

retail realty, making consumption affordable for all customer
segments – for classes and for masses.

- We shall infuse Indian brands with confidence and renewed

ambition.

13
 - We shall be efficient, cost- conscious and committed to quality in
whatever we do.

- We shall ensure that our positive attitude, sincerity, humility and

united determination shall be the driving force to make us
successful.

Core values –

- Indian: confidence

Core values –

- Indian: confidence in ourselves.

- Leadership: to be a leader, both in thought and business.

- Respect & Humility: to respect every individual and be humble in

our conduct.

- Introspection: leading to purposeful thinking.

- Openness: to be open and receptive to new ideas, knowledge and

information.

- Valuing and Nurturing Relationships: to build long term

relationships.

- Simplicity & Positivity: Simplicity and Positivity in our thought,

business and action.

- Adaptability: to be flexible and adaptable, to meet challenges.

14
 - Flow: to respect and understand the universal laws of nature.

Board of Directors

Managing Director

15
Kishore Biyani is the Chief Executive Officer of Future Group and
Managing Director, Pantaloon Retail India Ltd. He started off his
entrepreneurial career with manufacturing and distribution of branded
men’s wear products. As the CEO of Future Group, Kishore Biyani
leads the group’s presence across the Indian consumption space.

FUTURE GROUP

• We are best placed to capture the story of the great Consumer.

• We are moving beyond retail.

• We will dominate the entire consumer space.

16
 • We will provide everything, everywhere, every time for every
Indian consumer in the most profitable manner

“So that every time a customer needs anything, anywhere it will be

available through us”. Our vision also to satisfy whatever there want,
we must fulfill it.”

OBJECTIVE OF THE STUDY

1. Whether they know about the green card facility.

2. Whether green card has helped the customers to gain the desire
satisfaction from shopping in pantaloon.

17
3. To make the people know about the green card facility and
motivate them to open a green card.

4. To make the customers know about the different benefits they

can get from the green card.

5. To know how the service industries really survives in the market

by their service orientation towards their customers.

6. First and foremost objective is to know the buying pattern of

people of Bhubaneswar.
7. To know how much people shop with green card and without
green card.
8. To know the Internal and External influencers in the time of
purchasing.
9. To know daily needs and wants.
10. To know the brand preference of the customer.
11. To know the quality of items which is available in here.
12. To know the perception of the consumers about the green card
13. To know which makes customer more delight to shop.

SCOPE OF THE STUDY

1. To know the reality of the service industry.

2. To know the strategies implemented in pantaloon to improve the

sales and customer satisfaction.

18
 3. To know how to treat your customers and how to tackle them

when necessary.

4. To know about different kinds of customers and their behavioral

pattern.

RELEVANCE OF THE STUDY

The relevance of the study was to see the impact of green card on the
business of Pantaloon. The insertion of the green card facility has
added an extra benefit to attract new customers to avail the facilities
of pantaloon during the seasons. This had helped pantaloon to create

19
more customers in return helped pantaloon to generate more revenue
in the same process helped improve his status in the market. People
from different background are becoming a part of pantaloon through
availing the green card facility.
Green card has helped the customers to get discounts on their favorite
brands and apparel’s which they can get at the off seasons and
aswellas during the festive seasons. Through availing this green card
they are being informed through SMS about the discount they can
avail.
This is a unique service provided by pantaloon other than their
competitors and this has become their USP. So from the above study I
found that green card has positively effected the business of
pantaloon and I hope it will do in the future also.

RESEARCH METHODOLOGY

SOURCES OF DATA: I have used both primary and secondary

data for completing my project.
METHOD: The method I have used is questionnaire and
observation at the store.

20
SAMPLING: I have used random sampling method.
SAMPLE SIZE: For primary data collection I have taken a sample
size of 100.
FIELD LOCATION: All my fieldwork is done in Pantaloon at
Bhubaneswar, Orissa.

DATA COLLECTION
METHOD

OBSERVATION QUESTIONNAIRE

OUR MISSION

We share the vision and belief that by improving our performance

through INNOVATIVE SPIRIT AND DEDICATION, We shall

serve our customers and holders and stake holders satisfactorily.

21
 We shall infuse Indian brands with confidence and renewed
ambition.

We shall be efficient, cost- conscious and committed to quality in

whatever we do.

We shall ensure that our positive attitude, sincerity, humility and

united determination shall be the driving force to make us successful.

Core Values:

 Indianans: confidence in ourselves.

 Leadership: to be a leader, both in thought and business.

 Respect & Humility: to respect every individual and be honour

in our conduct Introspection: leading to purposeful thinking.

 Openness: to be open and receptive to new ideas, knowledge

and happiness.

 Valuing and Nurturing Relationships: to build long term

relationship.

 Simplicity & Positivist: Simplicity and positivist in our

Business and actions.

Major Milestones

1987 :Company incorporated as Manz Wear Private Limited. Launch

of Pantaloons trouser, India’s first formal trouser brand.

22
1991 : Launch of BARE, the Indian jeans brand.

1992 : Initial public offer (IPO) was made in the month of

May.

1994 : The Pantaloon Shoppe – exclusive menswear store in

franchisee format launched across the nation. The company starts
the distribution of branded garments through multi-brand retail outlets
across the nation.

1995 : John Miller – Formal shirt brand launched.

1997 : Pantaloons – India’s family store launched in Kolkata.

2001 : Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first
hypermarket chain launched.

2002 : Food Bazaar, the supermarket chain is launched.

2004 : Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ -

India’s first seamless mall is launched in Bangalore.

2005 : Fashion Station - the popular fashion chain is launched

All – ‘a little larger’ - exclusive stores for plus-size individuals is
Launched.

2006 : Future Capital Holdings, the company’s financial

arm launches Real estate funds Kshitij and Horizon and private
equity fun.Indivision. Plans forays into insurance and consumer
credit.

23
 Product and services

The delivery formats that belong to the company and its

partners.
1 pantaloons
2 Central

24
 3 Big Bazaar
4 Food Bazaar
5 Fashion Station
6 All
7 Chamois
8 Fuel
9 Books, Stationery and Music
10 Communications
11 Wellness
12 E-tailing
13 Home Solution Retail
14 E-ZONE
15 Indus league- Stores
16 JV With liberty
Big Bazaar
if value for money is what drives your purchase; there can be
no better place for you other than Big Bazaar

Blue sky
Accessories like never before....get the best in sunglasses and
watches at your kind of prices.

Central
A showcase, seamless mall for all your needs. Located in the
heart of your city, Central invites you to Shop, Eat, and
Celebrate.
Fashion Station
Fashion Station takes fashion a notch higher in the value
segment... for the ones who have an eye for it.
Gini and Jony is a lifestyle brand with a radical approach

25
to kids’ fashion. The brand caters to an age group of 2 to 16
years, that is uber chic, style conscious and stresses on a
“head to toe” fashion concept.

ORGANISATIONAL PROFILE
Pantaloon Retail (India) Limited, is India's leading
retail company with presence across multiple lines of
businesses. The company owns and manages multiple retail
formats that cater to a wide cross-section of the Indian society
and is able to capture almost the entire consumption basket of
the Indian consumer. Headquartered in Mumbai (Bombay), the
company operates through 5 million square feet of retail space,
has over 331 stores across 40 cities in India and employs over
17,000 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, m-Bazaar and Star and
Sitara. The company also operates an online portal,
futurebazaar.com.

26
 A subsidiary company, Home Solutions Retail
(India) Limited, operates Home Town, a large-format home
solutions store, Collection , selling home furniture products
and E-Zone focused on catering to the consumer electronics
segment.

Pantaloon Retail was recently awarded the

International Retailer of the Year 2007 by the US-based
National Retail Federation (NRF) and the Emerging Market
Retailer of the Year 2007 at the World Retail Congress held in
Barcelona. Pantaloon Retail is the flagship company of Future
Group, a business group catering to the entire Indian
consumption space

• The company was first to launch a hyper market in India

with Big Bazaar.

• It is a part of future group venture.

• Mr. Kishore Biyani is the M.D of Pantaloon Retail India

Ltd.

• It has been awarded as the most admired retail company

of 2007& 2008

• In 2006 it got the award of Asia Pacific best of the best

retailer

27
• Pantaloons in Bhubaneswar city is situated near Trupti
filling station at saheed Nagar.

• Pantaloon launched its 2nd largest store in Bhubaneswar of

the country.

• Aiming of extra 10% market share by 2009.

• “The company is planning invest around Rs. 150cr. for

home town”-Kishore Biyani, M.D. of Pantaloon.

• “Pantaloon store will become preferred destination for

fashion conscious people of the city”-Sandeep Marwah,
East Zone operation head.

• “The company held the advantage as it has its own 17

brands in lifestyle segment which would be sold in the
store”.

28
 • “The store was 35th unit spreading across 16 cities of the
country”-Sanjeev Agrawal, CEO of PRIL.

PRODUCT MIX
It is the set of all product and items of a particular
seller offer for sale. It consists of various product lines.

Pants, shirts, sharee, salwar , Rice, pulses, wheat,

sugar TV, Laptops, DVD player, Freeze, washing machine,
mobile , Shoe, watches, sunglass Utensils, antique goods,
Cosmetics etc.

Ladies Wear

Top wear, bottom wear, jeans, shirts, trousers, 3-quarter,

shorts, T-shirts, cargos

Brands

Party Wear: - Honey, 109 & ANNABELLE.

Ethnic Wear: - Rangmanch, Akriti, Trisha, Biba.

Casual Wear - Ajile, Rig, UMM, Honey, Bare, scullers, Pepe

jeans, Lee-cooper, Levi’s, Jealous, Upper class, Spykar, Urban
Yoga.

Formal Wear - Annabelle, Scullers,Lombard,Urbana, F factor,

Turtel.

Ladies Accessories

Belts, Jewellery (earrings, necklace), watches, hand bags

29
All for plus size Women

Formal – Top Wear, Bottom Wear

Casual – T-shirts, Kurtas, cargos, Jeans.

Men’s Apparel

Shirts, Trousers, Casual Shirts, Casual Trousers, Jeans, Cargos,

3-quarter, shorts, T-shirts, Short shirts, Suits & Blazer, Kurtas,
Pajamas, Long Kurtas, Ethnic Wear.

Brands

Formal Wear – John Miller, Lombard, Turtle, Indigo Nation,

Urbana, Scullers.

Casual Wear - Rig, Bare denim, UMM, JM sports (PNT), Pepe,

Indus league (Urbana, Indigo-nation, scullers, Reebok, Nike,
agile, Lee, Lee-Cooper, Levi’s, CELIO

Ethnic Wear – Manyavar & Akriti

Party Wear – Turtle & F FACTOR

Men’s Accessories

Hanky, hand bags, purse, belt, Undergarments

Brands

John Miller, Tommy Hilfiger, Jockey, Turtle, Rig Borne, Levi’s.

Sports Planet

30
T-shirts (Polo Neck, Round Neck, V-Neck), Loose paints, 3-
quartes, caps, shoes, shocks, track paints, track suits,
swimming costume, Tennis Racket, Badminton racket, Bats,
Wrist band

Brands

Puma, Reebok, Addidas, Nike, Canvass,, Ajile

Foot Wear

Shoes, shocks, sandals, slippers

Brands

Men’s – Lee-Cooper, ID, Liberty,, JKM, woodland,

Lady’s – class apart, Catwalk, Figares, Filex, Liberty, Torreny,

Hype, lady Comfort, Lee-Cooper, Mardigass,

E-Zone

1. Experience Zone

Television (CTV, LCD), Music System, Home Theatre, Multi

Media Speaker.

Brands

LG, Sony, Samsung, Philips, Onida, Koryo, Sansui (PNT

Brands) Jamo, Onkio, Yamaha.

2. Liberation Zone

31
I pod, MP3 Players, Cameras (Digital, Handicam), Mobile,
Mobile accessories9Pen Drive, batteries, ear Phone), laptops,
Printers, Game

Brands

Apple, Sony, Cannon, JVC, Polaroid, Nokia, Panasonic, Hp,

Acer, Lenovo, Sahara, X-box 360

3. Home Zone

Television (LCD, CRV), Refrigerator, Microwave Oven, Washing

Machine, Air Conditioner, Iron, Mixer Grinder, Coffee Maker,
Water Purifier, Ladies Shaver, Laptops

Brands

LG, Samsung, Hitachi, Whirlpool, Koryo, Bajaj, Murphie

Recharge, Eureka-Phoebes, Maharaja, Sensei, Koryo

5. Kids & Infants

T-Shirts, Set (Top Wear, Bottom Wear), shirts (Long, short),

Trousers, 3-quarter, cargos, Dungarees, Kurtas, Pajamas,
frocks, Ghagra choli.

Brands

Chalk, bare, Akriti, Liliput, Ginny & Johnny, Levi’s, Barbie,

Cartoon Network,

6. Infant Necessities

32
 Feeding bottles, Training Cups, Dippers, Wet Wipes, baby
carrier, baby outgoing bags, oil cloth, baby bed sheet, baby
potty, carry cord, soap bag, mitten and batten set, Gel teether,
milk powder, container, gel teether, Milk Powder Container,
Cap, Medicine Dropper, Sipper Cup, Shoes, Shocks, bottle
wash, clothing detergent, Pram, baby car, walker, High Chairs,
Bouncer, Steam Sterilizer, Bottle Warmer, Comb, Bath Tub

7. Toys

Creative, Infant, Soft Toys, Dolls, Car (battery operated and

manual), Board games

8. Mela (for Home Décor Items)

Bed Linen, Bath towels, Bed Cover, Bed sheet, Table Cover,

9. Home Décor

Crockery items (glass, bowls, mugs, dinning set, coffee set),

vases, articles, Images, paintings, Lamp Stands, decorative
stones, room freshener.

Product class

A group of products having a certain coherence or function.

Garments, Grocery, Apparels, Home & personnel lifestyle, E-

zone, Product line…

A group of products within the product class

that are closely related

33
 SOAP
GARMENTS
Louis Philippe Lux
UMM Liril
scullers Dove
Lombard Rexona
John Millar peers
Turtle
BARE DENIM
LEVIS
PEPE JEANS

Some of the milestones that Pantaloons

has achieved over the years are:

• 1997 – Pantaloons opens its first store at Gariahat in

Kolkata
• 2001– Pantaloons launches the sixth store and establishes
its presence across all four regions of the country

34
 • 2003 – Pantaloons gets exclusive rights for official cricket
merchandise for the ICC World Cup
• 2004 - Pantaloons bags exclusive license in India for the
international brand UMM (Underground Music Movement)
from Moda Musica, Italy
• 2006 - Bipasha Basu and Zayed Khan become celebrity
endorsers
• 2007 – Pantaloons becomes the title sponsor for Femina
Miss India Contest; the association will continue till 2009
• March 2007 - Launches 7 new stores in a single month,
including the largest one - 80000 sq.ft at Kakurgachi,
kolkata
• August 2007 - The stores in Kolkata create a record in
fashion retail by billing Rs. 3 Cr in a single day.
• Pantaloons have also made exclusive movie merchandise
for films like Na Tum Jano Na Hum, Main Prem Ki Diwani
Hoon, Kya Kool Hain Hum, Krrish and Ta Ra Rum Pum.

Over the years, the customer recognizes Pantaloons as a store

that stands for Fresh Fashion and represents – A Fresh Look,
Feel & Attitude!

Pantaloons have consistently kept its imagery as a fashion

trendsetter. This is consistently driven in both the store fashion
merchandise that is available at the stores and the imagery
that is created for the brand.

History of Pantaloon

35
Pantaloon Retail (India) Limited was incorporated on 12
October 1987 as Manz Wear Private Limited; converted into a
public limited company on 20 September 1991; and on 25
September 1992 the name was changed to Pantaloon Fashions
(India) Limited. At the same time it went public and today it
has approximately 14,000 shareholders. It later changed its
name to Pantaloon Retail (India) Limited on 7 July 1999.

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 marker.
Headquartered in Mumbai (Bombay), the company operates
over 5 million square feet of retail space, has over 450 stores
across 40 cities in India and employs over 18,000 people.

36
 CHAPTER 2
Literature Review

Marketing is the process by which companies create customer interest

in goods or services. It generates the strategy that underlies sales
techniques, business communication, and business developments. It is
an integrated process through which companies build strong customer
relationships and creates value for their customers and for themselves.

Marketing is used to identify the customer, to satisfy the customer,

and to keep the customer. With the customer as the focus of its
activities, it can be concluded that marketing management is one of
the major components of business management. Marketing evolved to
meet the stasis in developing new markets caused by mature markets
and overcapacities in the last 2-3 centuries. The adoption of
marketing strategies requires businesses to shift their focus from

37
production to the perceived needs and wants of their customers as the
means of staying profitable.

The term marketing concept holds that achieving organizational goals

depends on knowing the needs and wants of target markets and
delivering the desired satisfactions. It proposes that in order to satisfy
its organizational objectives, an organization should anticipate the
needs and wants of consumers and satisfy these more effectively than
competitors.

SERVICE IS ANY ACT OR PERFORMANCE THAT ONE PARTY

CAN OFFER TO ANOTHER THAT IS ESSENTIALLY
INTANGIBLE AND DOES NOT RESULT IN ANY OWNERSHIP
The Service marketing mix involves analyzing the 7’p of marketing
involving, Product, Price, Place, Promotion, Physical Evidence,
Process and People.

People
An essential ingredient to any service provision is the use of
appropriate staff and people. Recruiting the right staff and training
them appropriately in the delivery of their service is essential if the
organization wants to obtain a form of competitive advantage.
Consumers make judgments and deliver perceptions of the service
based on the employees they interact with. Staff should have the
appropriate interpersonal skills, attitude, and service knowledge to
provide the service that consumers are paying for. Many British
organizations aim to apply for the Investors in People accreditation,
which tells consumers that staffs are taken care off by the company
and they are trained to certain standards.

Process
38
Refers to the systems used to assist the organization in delivering the
service. Imagine you walk into Burger King and you order a Whopper
Meal and you get it delivered within 2 minutes. What was the process
that allowed you to obtain an efficient service delivery? Banks that
send out Credit Cards automatically when their customers’ old one
has expired again require an efficient process to identify expiry dates
and renewal. An efficient service that replaces old credit cards will
foster consumer loyalty and confidence in the company.

Physical Evidence
Where is the service being delivered? Physical Evidence is the
element of the service mix which allows the consumer again to make
judgments on the organization. If you walk into a restaurant your
expectations are of a clean, friendly environment. On an aircraft if
you travel first class you expect enough room to be able to lay down!
Physical evidence is an essential ingredient of the service mix;
consumers will make perceptions based on their sight of the service
provision which will have an impact on the organizations perceptual
plan of the service

The Characteristics of a service that are:

(1) Lack of ownership
(2) Intangibility
(3) Inseparability
(4) Perishability
(5) Heterogeneity.

39
 CHAPTER 3
Analysis & Interpretation of
data.

40
 Segmentation of Pantaloons
 Segment the market on the basis of Demographic

 Age & Sex

• Under such concern pantaloon BBSR provide different

material to different age group people like

• Men’s formal

• Men’s causal

• Men’s Suits &Blazer

• Men’s party & Ethnic

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• Men’s active wear

• Women’s casual

• Women’s formal

• women’s ethnic

• women’s young fashion

• women’s party wear

• kids wear

• toys

• Infants

• on the basis of income

TARGETING
• The way of divide the product as segmentation, analyzing
the product and its positioning to a class is called
targeting.

Selecting the segments:

• Single segment concentration

• Selective specialization

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 Product specialization
• As single segment concentration all the products of
pantaloon are preparing for only high income class.

• As market specialization it fulfills all types of demand for

the youth. It provides both simple as formal and
fashionable with variety of style, targeting to youth.

Positioning of pantaloon
• PRIL positioned mainly through hoarding, print media,
electronics media

• It creates position in target customer mind through

providing different service.

• They introduced Future T.V in their malls. Green card

membership.

 Freshness guaranteed…

• It signals toward the emergency of fresh quality.

• Fashion has to be always new, fresh vibrant and different

which is providing by pantaloon.

• They positioned in the customer mind that we are

providing quality & value for money that is our guarantee.
43
 Punch line of pantaloons

0.1 Green Card

0.1.1 According to Pantaloons Green Card Program Your Green Card is
your passport to a whole new world of exclusive benefits
and privileges.
Instant discount* for every time you shop at
Pantaloons

• Exclusive shopping days to get hold of latest

merchandise
• Regular updates on collections and promos
via catalogues, sms and email
• Special invites to the most happening events
• Extended exchange periods and
complimentary drops for alterations
• Exclusive billing counters and much mor

1 Star Members 3 Star Members

Gift Voucher worth Rs. 200 5% discount on every

44
on enrolment……. purchase…..

5 Star Members 7 Star Members

An exclusive 7.5% discount A whopping 10%

on every purchase….. discount on every
purchase……

Membership Validity
1 Star card is valid for a period of 2 year from the date of
enrolment. 3,5 and 7 star cards are valid for a period of one
year from the date of upgrad.

Membership Renewal
Purchase worth Rs 8000/- within 2 year of card issue date and
retain a 1 star status.

45
Purchase worth Rs 8000/- within 1 year of card issue date and
retain a 3 star status.

Purchase worth Rs 20,000/- within 1 year of card issue date

and retain a 5 star status.

Purchase worth Rs 40,000/- within 1 year of card issue date

and retain a 7 star status.

Benefits 7 Star 5 Star 3 Star 1 Star

Gift Voucher
Discounts on all
worth Rs
Subsequent 10% 7.5% 5%
200/- on new
Purchases
enrolment.
Upgrade Upgrade
No No No
Enrolment Kit
Add-on cards to
2 2 1 1
Family members
End-of-Season
Yes Yes Yes Yes
sale Preview

Green Channel Yes Yes Yes Yes

Green Drop Yes – all Yes – all No No

46
 Year round
except End -
Year round
of – Season
Sale.

HIERARCHY OF PANTALOON

The organization hierarchy of pantaloon is as follows….

SM

ASM

47
 DM

AGM

TL

1
TM

TTM

CHAPTER 4

48
 CONCLUSION

Analysis and Graphical Representation of Data:-

1. Do you know anything about green card facility of
Pantaloons?
YES 70
NO 30

49
 Green card facility of Pantaloons

0%
0%

30%
Yes
70% No

2. If yes do you have a green card?

YES 60
NO 40

50
 You have a green card?

0%

40%
YES
NO
60%

3. If no do you like to know something about green

card?
YES 40
NO 60

51
 Do you like to know something about
green card?

0%

40%
60% YES
NO

4. Do you like the facility provide by green card of

Pantaloons?
YES 60
NO 40

52
 Do you like the facility provide by green
card of Pantaloons?

0%

40%
YES
60% NO

5. Do you get regular update about the new offering of

green card?
YES 63
NO 37

53
 You get regular update about the new
offering of green card?

0%

37%

63% YES
NO

6. Do you get any personal attention by the sales

person as you are having green card facility?
YES 90
NO 10

54
 Any personal attention by the sales
person?

0%

10%

YES
NO
90%

7. How you will rate your satisfaction with our service?

EXCELLENT 18 VERYGOOD 58
GOOD 20 AVERAGE 03

55
 Satisfaction with our service

18%
20% 3%

EXCELLENT
VERYGOOD
GOOD
AVERAGE

59%

8. How you will rate the total facility provided by

Pantaloons?
EXCELLENT 27 VERYGOOD 40
GOOD 23 AVERAGE 10

56
 Rate of the facility provided by
Pantaloons....

10%
27%
EXCELLENT
23%
VERYGOOD
GOOD
AVERAGE
40%

CONCLUSION

• The customers are not influenced by the others , they are

taking their own decisions.
• Customer service at Pantaloons is good but still it has to
make more & more perfect and service oriented.

57
• Customers are price sensitive , they prefer to buy from
that place where they will get the maximum discounts
with cheaper rates.
• Customer always like to purchase with offers. Likewise,
sales period offers which was promoted on summer
season.
• A lot many complains are coming about product defect
as a result there is more sales return. so as soon as
possible you take care because a large retailer comes to
the market.
• Staffs must attend the customer and not wait for
customers approach.
• The product range should be increased which gives a
various range to customers.
• staffs should behave properly to the customers.
• Staffs are not very much familiar with the visual
merchandise.
• Some of the customers are price conscious, where some
of them are brand conscious and some of them are very
time conscious.
• If the customers have faced any kind of problem then we
will try to solve their problem as soon as possible then he
will be our loyal customers.
• Stocks must be properly arranged in the section.
• Low range fabrics are not qualitative.
• Price is high on the basis of quality.
• Here lady customers plays a vital role to purchase
product. If they convince
once than total market we can tap.

SUGGESTIONS

58
• It is being concluded that they should implement
the green card facility to all the products that may
be the grocery products also.

• The price of the other product that are of its own

should be reduced a bit.

• Discounts should be provided more to attract new

customers.

• They should focus more on service and how to

improvise them further.

• Green card should be discounted to all the product

of pantaloons.

• The discount margin should be more.

• Salesman should behave well with the costumer.

ANNEXURE

59
 1. Do you know anything about green card facility of
Pantaloons?
2. If yes do you have a green card?
3. If no do you like to know something about green card?
4. Do you like the facility provide by green card of
Pantaloons?
5. Do you get regular update about the new offering of
green card?
6. Do you get any personal attention by the sales person
as you are having green card facility?
7. How you will rate your satisfaction with our service?
8. How you will rate the total facility provided by
Pantaloons?

Bibliography:-

60
Retail management-Swapna Pradhan
It happened in India- by Kishore Biyani

Websites:-
www.pantaloon.com

www.pwc.com

www.google.com

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