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Presentation on merchandizing and customer retention at PantaloonsSubmitted by: Amruta Bhatt-07

Objective To study the various facets of the retail business sector and to bridge the theoretical knowledge of marketing with practical application

Internship Details Pantaloon Retail (India) Limited- Rajkot(Retail industry)16th April 2009 16th June 2009 (2 months)

My area of training : To Help in Organizing events and fests. To generate ideas for Add-on Attractions. To Tie-up with various institutes and organizations.

Internship Details cont.. To study the routine workings of store, like Green card workings and other on floor activities like: Aspects of Merchandising Weekly Analysis of Sales in terms of Targets, Green Card contributions, Bill size and section targets. In store Announcements and marketing of events. Weekly meets and green card Target checks.

Retail industry in India Indian retail industry is one of the largest industries in India, with an employment rate of around 8% and contributing around 10% to the country's GDP. Retail industry in India is expected to rise 25% yearly being driven by strong income growth, changing lifestyles, and favorable demographic patterns.

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Introduction to Pantaloons Pantaloon Retail (India) Limited, is Indias 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 12 million square feet of retail space, has over 1000 stores across 71 cities in India and employs over 30,000 people

Brands at PantaloonsPantaloons brands Agile UMM Bare Denim Bare 7to14 Chalk Rig Mix n match All Honey Non-Pantaloons Brands Biba 109 F Remanika Spykar Lilliput Lee Cooper Indus league

Merchandising. Activity of promoting the sale of goods, especially by their presentation in retail outlets. Visual merchandising is the art of implementing effective design ideas to increase store traffic and sales.The image part with relationship ID rId3 was not found in the file.

Objectives of merchandising A desire to attract customers to a place of business in order to sell the merchandise. It is offered to the customer through interior and exterior presentation. It helps create positive customer image. It helps to increase sales. It encourages impulse buying.

STORE EXTERIORS Types of exterior presentations Exterior signs Marquees Banners Walk ways and entries.

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Store interiorsElement of store interiors Atmosphere Lights Music Color Fragrance Furniture and fixtures

Layout Planning Flooring

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Ceilings

Some other observations ON PANTALOONS Pantaloons visual merchandising is creative, innovative and outstanding which can be seen from its own in-house private brands such as John Miller. All the merchandise is placed at both 360 degree and 180 degrees. The new launched products are showed by prominent color back ground. Window display is highly interactive for impulsive buyer.

Supply chain management at Pantaloons Pantaloon Retail is the first company in the organized retail sector in India to win an accredited ISO Certificate exclusively for its Supply Chain & Logistics function.

Customer Retention To survive in the tough competition all retail outlets use different strategies to attract customers and to retain them Events Fests Loyalty programs

Events Toys for Joys Mothers Day Awesome Threesome

Toys for Joys Donate old or new toys at Pantaloons. Get discount coupon worth Rs.50. Toys for joys-Marketing plan Give out leaflets at different hobby centers and other places where Kids assemble. In store announcements. Put out banners at those places. Organized a drawing competition. Media publicity through Big FM Ice breaking sessions with kids through games.

Mother's Day CelebrationThe IDEA!! To make their day special by surprising them at Pantaloons. Kids were asked to bring their mums at Pantaloons. They were welcome by a rose, their favorite song, message from their kids, games, cake cuttingFUN!!

The Event Flow Well-come to the Mothers by a Rose & her favorite song A heart whelming Message from their Kids Dumb Charades How much do they understand each other?? Treasure Hunt Pantaloon brand knowledge The winners walked away with a Free Spa Treatment voucher from Lady Touch Beauty salon.

Rajkot Store Celebrates its 3rd AnniversaryAwesome Threesome To associate the 3rd Anniversary of pantaloons Rajkot with an event, we presented an awesome threesome contest A personality & style contest. Where in people were asked to participate in groups of threes.

Coverage The same was taken live on BIG 92.74 FM our radio partner It was also covered by rajkotcityguide.com our web partner.

Fests Pantaloons celebrate various types of fests in order to boost sales and retain customers. The two fests that took place in May and June are: Denim Reunion Formal Fest

My Responsibilities and participation in the event Brain storming for Ideas To Get Tie-ups To market the Fest to the customers shopping To follow-up

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Denim ReunionIn store theme activities Click your pick Get your photo super imposed on faces of music icons! Confession box Own up to your naughtiest deeds on camera. Most interesting confessions will be screened in store Denim Quiz Participate in an exciting video quiz on denims

Denim reunion cont..In store Value ad Tattoo Tattoo artist in store to design tattoos Do-your-denim counter style up your denim and accessorize it like old times at the counter

Formal FestStore Add-ons Get a new hair-do by an expert for free on purchase of formals. Get modeling Photographs clicked for free on purchase of formals.

Loyalty ProgramBenefits 7 star 5 star 3 star 1 star Gift Voucher worth Rs. 10% 7.5% 5% 200/- on new enrolment Upgrade Kit Upgrade Kit Upgrade Kit Welcome Kit

Discounts on all subsequent Purchases

Upgrade Enrolment Add-on Card to Family Members End of Season Sale Preview Green Channel

2

2

1

1

Yes

Yes

Yes

Yes

Yes

Yes Yes - around the year

Yes

Yes

Green Drop

Yes - around the year

except End of Season Sale

No

No

Green Exchange Green Service Desk Green offers & Promotions

90 days Yes

60 days Yes

60 days Yes

60 days Yes

Yes

Yes

Yes

Yes

Conclusions Shopping in India has witnessed a revolution with the changes in the consumer buying behavior and the whole format of shopping altered. It is expected that by 2010, India may have 600 new shopping centers. Pantaloons Tops the Pyramid of Indian Retail with its Brilliant Consumer centered approach and Marketing.

Conclusions Other then marketing, operations management, supply chain management and Human resource department at pantaloons are also very well managed and play an important role in its growth and success To compete in this sector one needs to have up-todate market information for planning and decisionmaking. The second most important requirement is to manage costs widely in order to earn at least normal profits in face of stiff competition.

Conclusions Modern retail faces political obstacles in India because of fears that millions of small shopkeepers could lose their jobs in the fragmented but fast-growing industry that is forecasted to double in size by 2015 from an estimated $350bn.

Bibliography www.managementparadise.com www.uwidonews.com www.pantaloon.com www.business-standard.com www.baldurdash.org www.corpoalert.com

Thank You.