199296111 pantaloon retail
TRANSCRIPT
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A Project
On
Analysis of various strategies adopted in Organized Retail Sector
Submitted to
UNIVERSITY OF MUMBAI
Submitted By
MANDAR A. BHOIR
Roll No. 65
MASTERS IN COMMERCE - MANAGEMENT (Part I)
UNDER THE GUIDANCE OF:
Prof. Sandeep Sahu
RIZVI COLLEGE OF ARTS, SCIENCE,COMMERCE
Bandra (West), Mumbai
Academic Year
2013-2014
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DECLARATION
Myself , Bhoir Mandar Ashok of Rizvi College of Arts, Science & Commerce
studying M.COM- I hereby declare that I have completed this project on Analysis of
various strategies adopted in Organized Retail Sector in Academic Year 2013 - 2014.
The information submitted in this project is true & original to the best of my
knowledge.
Date-
Place- MUMBAI
(BHOIR MANDAR ASHOK)
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CERTIFICATE
This is to certify that MANDAR BHOIR student of M.Com-I class, Roll No. 65of
the academic year 2013-14 studying at Rizvi College of Arts, Science & Commerce, has
successful completed the project entitled Analysis of various strategies adopted in
Organized Retail Sector
____________________ ______________________
Prof. Sandeep Sahu Prof. Qamar Sir
(M.Com Co-ordinator)
___________________ ______________________
External Examiner Dr. Farooqui M.Z
(Principal)
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ACKNOWLEDGMENT
I owe a great many thanks to a great many people who helped and supported me
during this project.
My deepest thanks to the Guide of this project Professor Sandeep Sahu , for
guiding and correcting various documents of mine with attention and care. She has taken
pain to go through the project and make necessary correction as and when needed.
I would also thank my Institution and my faculty members without whom this
project would have been a distant reality. I also extend my heartfelt thanks to my family
and well-wishers.
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INDEX
INTRODUCTION AND METHODOLOGY
1. Introduction
2. Research Methodology
3. Executive Summary
4. What is Organized Retail?
5. Global Scenario of organized retail
Organized Retail in India Key Challenges
1. Economic Slowdown
2. Location
3. Merchandise
4. Pricing
5. Target Audience
6. Scale of Operation
7. The Retail Environment
8. Disorganized supply chain network9. Technology hurdles
10. Lack of utilities
11. Location planning
12. Unproductive human resource
13. The presence of a grey market
Strategies of Pantaloons Retail Limited 1. SWOT Analysis
2. Strategies of Pantaloons
Conclusion
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parliament despite heavy uproar from the opposition. Some states will allow foreign
supermarkets like Walmart, Tescoa nd Carrefour to open while other states will not.
RESEARCH METHODOLOGY
Primary Data:
It will be collected with the help of Questionnaire and Survey
Research
Secondary Data:
It will be collected with the help of Internet, Books, Journal,
Newspaper and Magazines Research Papers related to Organized Retail Sector.
http://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Tescohttp://en.wikipedia.org/wiki/Carrefourhttp://en.wikipedia.org/wiki/Carrefourhttp://en.wikipedia.org/wiki/Tescohttp://en.wikipedia.org/wiki/Walmart -
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Executive Summary
The real GDP is expected to grow at 8-10 per cent per annum in the next five
years. As a result, the consuming class with annual household incomes above Rs. 90,000
is expected to rise from about 370 million in 2006-07 to 620 million in 2011-12.
Consequently, the retail business in India is estimated to grow at 13 per cent annually
from US$ 322 billion in 2006-07 to US$ 590 billion in 2011-12. The study shows:
The unorganized retail sector is expected to grow at about 10 per cent per annum with
sales rising from US$ 309 billion in 2006-07 to US$ 496 billion in 2011-12.
Given the relatively weak financial state of unorganized retailers, and the Physical space
constraints on their expansion prospects, this sector alone will not be able to meet the
growing demand for retail.
Hence, organized retail which now constitutes a small four per cent of total retail sector
is likely to grow at a much faster pace of 45-50 per cent per annum and quadruple its share
in total retail trade to 16 per cent by 2011-12.
This represents a positive sum game in which both unorganized and organized retail not
only coexist but also grow substantially in size.
The majori ty of unorganized retailers surveyed in this study, indicated their preference to
continue in the business and compete rather than exit.
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Global Scenario of organized retail
Retail stores constitute 20% of US GDP & are the 3 rd largest employer segment
in USA. China on the other hand has attracted several global retailers in recent
times. Retail sector employs 7% of the population in China. Major retailers like Wal-
Mart & Carrefour have already entered the Chinese market. In the year 2003, Wal-Mart &
Carrefour had sales of US $ 70.4 Crore & US $ 160 Crore respectively.
The global retail industry has traveled a long way from a small beginning to an
industry where the world wide retail sales is valued at $ 7 x 10 5 Crore. The top 200
retailers alone accounts for 30 % of the worldwide demand. Retail turnover in the EU is
approximately Euros 2,00,000 Crore and the sector average growth is showing an upward
pattern. The Asian economies (excluding Japan) are expected to grow at 6% consistently
till 2005-06.
On the global Retail stage, little has remained same over the last
decade. One of the few similarities with today is that Wal-Mart was ranked the top
retailer in the world then & it still holds that distinction. Other than Wal-Mart's
dominance, there's a little about today's environment that looks like the mid-1990s.
The global economy has changed, consumer demand has shifted & retailers' operating
systems today are infused with far more technology than was the case six years ago.
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Organized retail in India
The Indian organized retail industry is valued at about $300 billion and is expected
to grow to $427 billion in 2010 and $637 billion in 2015. Retail Market India today is the
second fastest growing economy of the world after China. Indian economy will grow
larger than Britain's by 2022, Japan by 2032 and by 2050 will become the second largest
economy of the world after China. Indian market has become the most lucrative market
for retail investment in the world. Some of the factors which have contributed to thegrowth of organized retail in India are: increase in the purchasing power of Indians, rapid
urbanization, increase in the number of working women, large number of working young
population.
Today people look for better quality product at cheap rate, better service, better
ambience for shopping and better shopping experience. Organized retail promises to
provide all these. The Industry The various formats of organized retail are: Hypermarkets:
They store products of multiple brands comprising food items and non-food items.
Supermarkets: These are self service stores selling food and personal care products. E.g.:
Subhiksha. Departmental stores: Retails branded goods in non-food categories. E.g.:
Shoppers Stop. Specialty Chains : These stores focuses on a branded product or a product
category. E.g.: Bata Convenience stores: These are small self service outlet located in
crowded urban area. Malls: A huge enclosures which has different retail formats. e.g.:
Nucleus Key players in organised retail are: Pantaloon Retail: It was started by KishoreBiyani- India's largest retailer. The various formats of pantaloon retail are: Pantaloons, Big
Bazaar, Food Bazaar, Central etc. RPG Retail: Its various formats are: Food World, Music
World, Health & Glow, Spencer's Tata Retail (known as TRENT): Its various formats are:
CromaWestsideStar India Bazaar K Raheja Corp. Group: Shoppers' Stop, Hypercity,
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Crossword, InOrbit Mall Reliance Retail Job Opportunities: Retail accounts for 8%
employment in the country. In the next 2 years the sector is set to provide 2.5 lakh job
opportunities.
The types of jobs available in retail are: Retail sales, Store management, Stock
management, Supply chain management, warehousing and operations. In organised retail
the frontliners like shop floor executives, sales executives etc are in great demand. The
frontliners have to directly communicate with the customers. The other jobs are for store
managers, store planners, cashiers, stockists, logistics, operations, distribution, marketing,
finance, HR, IT etc. Good communication skill, high interpersonal skills, convincing
power, positive attitude and ability to handle stress is a prerequisite for these jobs. Freshgraduates who want to make career in retail can easily fill these jobs. Stock planners,
Operations, logistics, cashiers have to deal with the numbers daily. Besides having good
communication skills they also require numerical and analytical ability.
Bharati retail is planning to invest $2.5bn by 2015 which will create employment
opportunity for 60,000 people. Bharti Resources, a learning and development solutions
subsidiary of Bharti Group, has tied-up with Global Retail School (GRS) to groom
graduates and undergraduates in retail management and other sectors. They will provide 3-
month and 6-month certificate courses for Rs 30,000 and Rs 15,000 respectively in Retail
Sales and Marketing, Retail Visual Merchandising and Space Planning, Retail Supply
Chain Management, for creating frontend manpower professionals. Indeed it is a fact that
organised retail in India is all set to grow at an stupendous pa ce
Indian organized retail market is growing at a fast pace due to the boom in the
India retail industry. In 2005, the retail industry in India amounted to Rs 10,000 billion
accounting for about 10% to the country's GDP. The organized retail market in India out
of this total market accounted for Rs 350 billion which is about 3.5% of the total revenues.
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Retail market in the Indian organized sector is expected to cross Rs 1000 billion by
2010. Traditionally the retail industry in India was largely unorganized, comprising of
drug stores, medium, and small grocery stores. Most of the organized retailing in India
have started recently and is concentrating mainly in metropolitan cities.
The growth in the Indian organized retail market is mainly due to the change in the
consumers behavior. This change has come in the consumer due to increased income,
changing lifestyles, and patterns of demography which are favorable. Now the consumer
wants to shop at a place where he can get food, entertainment, and shopping all under one
roof. This has given Indian organized retail market a major boost.
Retail market in the organized sector in India is growing can be seen from the fact
that 1500 supermarkets, 325 departmental stores, and 300 new malls are being built. Many
Indian companies are entering the Indian retail market which is giving Indian organized
retail market a boost. One such company is the Reliance Industries Limited. It plans to
invest US$ 6 billion in the Indian retail market by opening 1000 hypermarkets and 1500
supermarkets.
Pantaloons is another Indian company which plans to increase its retail space to 30
million square feet with an investment of US$ 1 billion. Bharti Telecoms an Indian
company is in talks with Tesco a global giant for a 750 million joint venture. A number
of global retail giants such as Walmart, Carrefour, and Metro AG are also planning to set
up shop in India. Indian organized retail market will definitely grow as a result of all this
investments.
Indian organized retail market is increasing and for this growth to continue the
Indian retailers as well as government must make a combined effort.
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KEY CHALLENGES:
1) ECONOMIC SLOWDOWN:
With economic slowdown hitting most of the economies, the organized retail
sector in India is also witnessing a hold back. Most of the major retail giants have either
postponed their ideas of expansion and are afraid of undertaking any new big projects.
Although most of the companies have already taken an initiative to make their way in the
rural market and others are also planning to do the same but due to the economic turmoil,
this effort seems to have taken a back seat.
2) LOCATION:
"Right Place, Right choice"
Location is the most important ingredient for any business that relies on customers, and is
typically the prime consideration in a customers store choice. Locations decisions are
harder to change because retailers have to either make sustainable investments to buy and
develop real estate or commit to long term lease with developers. When formulating
decision about where to locate, the retailer must refer to the strategic plan:
* Investigate alternative trading areas.
* Determine the type of desirable store location
* Evaluate alternative specific store sites
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3) MERCHANDISE:
The primary goal of the most retailers is to sell the right kind of merchandise and nothing
is more central to the strategic thrust of the retailing firm. Merchandising consists of
activities involved in acquiring particular goods and services and making them available at
a place, time and quantity that enable the retailer to reach its goals. Merchandising is
perhaps, the most important function for any retail organization, as it decides what finally
goes on shelf of the store.
4) PRICING:
Pricing is a crucial strategic variable due to its direct relationship with a firm's goal and its
interaction with other retailing elements. The importance of pricing decisions is growing
because today's customers are looking for good value when they buy merchandise and
services. Price is the easiest and quickest variable to change.
5) TARGET AUDIENCE:
"Consumer the prime mover"
"Consumer Pull", however, seems to be the most important driving factor behind the
sustenance of the industry. The purchasing power of the customers has increased to a great
extent, with the influencing the retail industry to a great extent, a variety of other factors
also seem to fuel the retailing boom.
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6) SCALE OF OPERATIONS:
Scale of operations includes all the supply chain activities, which are carried out in the
business. It is one of the challenges that the Indian retailers are facing. The cost of
business operations is very high in India.
7) The Retail Environment:-
The foreign retailers who considered India as a gold mine, till a few years back,
have now started rethinking about their plans for entering the market. The ever increasing
terrorist activities have added on to the economic slowdown. First of all, the government
regulations on the foreign entry in retail (51 % in single brand retailing and 100 % in cash
and carry format) along with the economic slow downs and terrorist activities has forced
most of the companies to reconsider about their plans of entering Indian retail industry.
8) Disorganized supply chain network:
Along with economic slow down, a disorganized supply chain is also standing
in the way of organised players to tap the rural markets and expand their operations. An
efficient supply chain network enables the company to reduce the cost as well as manage
the demand of its customer. Without an efficient supply chain, it becomes almost
impossible for these companies to provide better product assortments across the country
effectively with minimum cost. Therefore, an under developed supply chain network has
also been hindering the scaling of the retail operations since a long time.
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9) Technology hurdles: -
.An effective IT system is very crucial for the success of the supply chain which supports
the retailing operations but as compared to the developed countries, India is incompetent
in installing and managing an effective IT system especially in the rural areas which has
been a trouble for the Indian Retailers since a long time.
10) Lack of utilities:
Most of the metro cities are equipped with all the facilities and requirements of the
modern businesses but the inadequate utilities like transport system, power,
telecommunication, water, internet facilities etc. in the other part of the countries has also
pushed the retailers one step back in sustaining the retail operations in a widespread
geographical location. Although relevant steps have been taken over the past few years to
make these facilities available in all parts of the country but this endeavor needs an
acceleration to match the growth of the zooming industry.
11) Location planning:
Location is considered as one of the most important ingredients for the success of a retail
business. But because of the fluctuating cost of the real estate in the country, a higher
stamp duty as compared to the other countries and the zoning laws, a dilemma has been
created over the land use for the commercial purposes. The Retailers are finding it very
difficult to first of all select a location which is found to be the most appropriate for their
operations and then to cope up with the fluctuating costs of land and paying a high stamp
duty which adds on to their investment and reduces their margin.
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12) Unproductive human resource:
The retail industry has been creating a lot of employment and a major chunk of the
population has been engaged in the retail industry but looking at the tough working
conditions in retail i.e. long working hours, no weekends and festival holidays, it becomes
very difficult to hire people who can create a bottleneck for the success. In the aura of
optimizing the cost, the companies are also neglecting the training needs of the newly
hired people which is also a major factor for reducing the efficiency of the human
resource.
13) The presence of a grey market:
In most of the cities, the dominance of the grey markets has been acting as a threat to the
big retailers. By selling the product at a cheaper rate, they are shifting the consumer
perception from the focus on quality to a focus on price.
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STRATEGIES OF PANTALOON RETAIL LIMITED
Back ground
Pantaloon Retail (India) Limited is Indias largest leading retailers. It operates on
multiple platforms like Value and life style segment in the Indian consumers market.
Company head quarters located in Mumbai. As on Feb 2009 Company operates over 12
million square feet of retail space, 1000 stores in 71 cities with employee strength of
30,000 people. The company is in aspect of giving retailing a modern look with reachable
for middle and middle lower class people. Retailing includes retail formats likePantaloons, Big bazzer, Food bazzar, brand factory, Blue sky, and Top 10, Star & sitar and
e zone. The company also operates on online future bazzar.com for upper class that can
get internet connectivity. Home Town a large-format home solutions store.
Pantaloon Retail is the flagship company of Future Group, a business group
catering to the entire Indian consumption space. Future Group led by its founder and
Group CEO, Mr. Kishore Biyani, is one of Indias leading business houses with multiple
businesses spanning across the consumption space. While retail forms the core business
activity of Future Group, group subsidiaries are present in consumer finance, capital,
insurance, leisure and entertainment, brand development, retail real estate development,
retail media and logistics. [1]
Corporate statement
Our customers will not just get what they need , but also get them where, how
and when they need.
We will not just post satisfactory results, we will write success stories . We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot trends, we will set trends by marrying our understanding of
the Indian consumer to their needs of tomorrow.
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SWOT analysis
SWOT Analysis is a strategic planning method used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats involved in a project or in a business
venture.[3]This analysis helps in pointing out the objective and flow of business under
internal and external factors. Favorability of the strategy based on the factors can be
analyzed. The technique first used by Stanford University in 1960 by Albert Humphrey.
Figure 1 is formulated based on the factors for pantaloon retail chain.
Strength Weakness
High brand equity Management Uniform customer visits
Brand embossed Multi diversified business
Large Variance under one roof No single platform for all the business needs.
EDLP(Value pricing)
No bargaining markets , no interaction of
customer for value pricingThreats Opportunity
Increasing Competitors Increasing interest in organized retailing
Government polices Changing consumer preference
Unrecognized modern retailing Demographical advantage
Local politics 29 states,12 different langauages,72 festivals
Resistance from small retailer
Young country -60% below 30 years of age
Shut down of subiksha
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Strategies of Pantaloons:
The company observes retail customer trend and changing consumption tastes.
Organization is customer driven opposed to product driven .Company is very conscious
about culture and regional consumption pattern. Strategies change frequently due to orient
to the customers needs. The continues of learning, unlearning and relearning is applied to
update the quick changing strategies across the organization. As Kishore Biyani MD
Pantaloon retail India LTD says Retail is like riding bicycle. In uphill if you stop
pedaling you will slide down. The statement express the need of continues learning
process to form the strategies. Based on analysis its business strategies can be categorized
in 3 major groups. They are Diversification strategy Classes destination strategy Maximum market shares strategy
Diversification strategy
The company started its business as textile manufactures but growth in
modern organized retailing attracted the company to switch diversify to the next
consumption pattern. The company diversified and acquired a large business in organic
and inorganic way. But company did not forget ripe its strategy and values in the
diversified company.
In every new business company started to rewrite the rules by retaining values. The
company in latter stage organized to support each other by physical material flow if
required.
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Classes destination strategy
Future group has diversified its business keeping the retiling as common goal. To
set and concentrate on one stratum is main objective of this strategy. Each business is set
to operate on defined strata. Company has divided Indian customers in three different
groups. INDIA ONE, INDIA TWO, INDIA THREE. Each has different values, products
and quality requirements.
INDIA ONE or consuming class .The population of this constitutes only 14%.Till
recent times the modern retiling formats is offered for this class. According Maslows
theory of hierarchy the 14% people are in self-actualization and Esteem needs in the
pyramid. For this class pantaloons patterned Future bazaar, E zone, Central, brand factory,
Home town and star Galaxy entertainment.
INDIA TWO or the serving class it includes people like house hold helpers, office
peon etc. This is the people who make service INDIA ONE class. The population of thisclass is more than 30%. In the needs hierarchy they are located in for Social and security
.Earning capacity of this class is 60% lesser than INDIA ONE. For this class as the big
bazaar, Food bazaar, Future money and other retail formats are presented.
INDIA THREE or struggling class. The class led life on hand to mouth existence. They
cant afford for beater living style. This segment doesnt contribute much in the
contribution cycle. The need of the segment is local as they are finding it cheaper. The
present business model is not addressing this class.
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Maximum market shares strategy
The retail chain by pantaloon in all business patterns tries to achieve maximum market
share in all the products or service it provides .The Company does not bothers about short
term profit or loss by a strategy. This are considered as learning. The business will sell at
marginal profit some times to attract the new customer who will prove potential customers
in future. The strategy achieved by focusing pricing factors in INDIA TWO and on service
and quality in INDIA ONE.
Pricing strategies
Pricing is strategy used by Pantaloons retail chain to attain maximum market
shares. The company offers numerous schemes to attract the new customer as well as to
retain the present customers. The companys schemes are categorized in following groups
Value pricing
This approach is used where external factors such as recession or increased
competition force companies to provide 'value' products and services to retain
sales. The product value will be associated with external factors.
Promotional pricing
Pricing to promote a product is a very common application. The application
of this done by BOGO (Buy one Get One), BTGO (Buy Two Get One Free) etc.
Bundling
Bundling is marketing tool sell two or more complementary product as a
package with attractive price. The price is will lesser then individual selling price.
Example: A Person needs one soap for a period of time But bundling with
attractive price with more than 3 soaps can attract them.
Low interest rate financing
Future money helps in asset purchase at 0% interest. Physiological discounting
In India this approach is called as Bata rating system. Organization utilizes
this approach when product has emotional value rather than rational value.
Example a product is priced for 99 instead of 100.When board shows price
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reduction from 100 to 99, Consumer looks at 3 digits to 2 digits rather than exact
value.
Time pricing
The innovative way of attract the customer is Timely pricing it is known
that during holidays rate of customer is more. Reduction of profit margin with lot
of advertisement will invite new customers. The company has learnt it from
strategy made on public holiday 26-Feb. When the turnover of the day reached 30
cores where average is 5 cores.
With such experience crowded management is essential so to divert
potential customers Wednesday bazaar where it will offer less profit margin
sales.
BundlingMarketing: Technique of offering two or more complementary goods or
services together as a package deal. Bundled items are sold at a price attractively
lower than the total of their individual selling prices.
Levers issues
Human resource
Well trained staff, Appearance, Empowered individuals, Use scenario planning as a
tool for quick decision making, Brand ambassador
Organization structure & controls
The entrepreneurial culture and spirit prevails in the company, Appetite for taking
risks is encouraged, learning while doing, No rigid organizational structure,
organization design approach, Balanced Score card approach
Retail control
Semi Centralized, Complex
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Alternative strategy formulation
Figure 4 Retail strategy work sheet for Pantaloon retail chain
The retailing strategy work sheet worked out on the basic facts and requirements.
According to the Retail strategy work sheet in figure 4. To attain all the Retail outputs at
the required level company should chose retailing business with the Internet shopping
mode. This model provides great availability because the customer orders are processed
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and orders are given to suppliers immediately if product is not available the next supplier
will be asked to supply.
Cost can be reduced drastically as there is no fixed assets or big infrastructures or
inventory is required the complete model works on customer money because customer
will pay fir for the item he will get tomorrow.
Can provide customer with good quality as there is no chance of perishing. Home
delivery is compulsory in this model in which customer can enjoy the pleasure of getting
goods on door. There is no billing time in this model as it is internet base within fractions
of second billing is done.
Why not e-retailing ?
The organization focused on mall base selling rather than e business in initial
stages. Apart from having so many advantages company had no focused on this pattern.
The reasons for not selecting this system is probably Targeted on INDIA ONE initially , Who are away from internet services Supplier base and support was not so strong Absence of good software support in supplier management E business threat of cash jam in initial days Face to face communication is tradition of Indian retailing from many years The threat or cyber crime
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Conclusion:
Pantaloon retail India evolved its business strategy based on understudying
customers. The organization deploys the cultural and regional strategies to attract the
customers. The changing emotions of customers are tracked and they are linked with the
power of modern retailing environment. But still the company has introduce modern
retailing malls to the social class people of India it has fear of threat of business decline
from the competitors like Reliance fresh and Aditya birla more Who are potential
competitors.