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TITLE OF THE REPORT:- ADVERTISEMENT MANAGEMENTSUBMITTED TO:- PROFESSOR BD GUPTASTUDENT NAMES:- SOURAV JAISWAL SURANJANA PAUL SHYANAN ROY SHASANK SHEKHAR MAHATO RUDRANIL PAUL BATCH:- PGP-SS-SA1/11-13

ACKNOWLEDGEMENTWe take this opportunity with great pleasure to present before you this project on ADVERTISEMENT MANAGEMENT which is a result of cooperation, hard work and good wishes of many people. We would like to thank our professor, Mr. B.D. Gupta for his kind appreciation, friendly guidance and constant encouragement, involvement in our project work and for his valued guidance throughout our study. He had been very kind and patient while suggesting us the outlines of this project and correcting our doubts. We thank him for his overall supports.We must also put on record our gratitude to our college, Indian Institute of Planning and Management for all that we have learnt as a student. No word can adequately express the debt of gratitude to all the team members and our family members for their continuous support while the work was in progress. Lastly needless to say we are also thankful to all those seen and unseen hands and minds, which have been of direct or indirect help in the completion of our project. Thanking You.

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EXECUTIVE SUMMARYRetailing in Indiais one of the pillars of its economy and accounts for 14 to 15 percent of its GDP.TheIndianretailmarket is estimated to be US$450billionand one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion people. As of 2013, India's retailing industry was essentially owner manned small shops. In 2010, larger formatconvenience storesand supermarkets accounted for about 4 percent of the industry, and these were present only in large urban centers. India's retail andlogisticsindustry employs about 40 million Indians (3.3% of Indian population).Until 2011, Indian central government deniedforeign direct investment(FDI) in multi-brand retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail outlets. Even single-brand retail was limited to 51% ownership and a bureaucratic process.In November 2011, India's central government announced retail reforms for both multi-brand stores and single-brand stores. These market reforms paved the way for retail innovation and competition with multi-brand retailers such asWal-Mart,CarrefourandTesco, as well single brand majors such as IKEA,Nike, andApple.The announcement sparked intense activism, both in opposition and in support of the reforms. In December 2011, under pressure from the opposition, Indian government placed the retail reforms on hold till it reaches a consensus.In January 2012, India approved reforms for single-brand stores welcoming anyone in the world to innovate in Indian retail market with 100% ownership, but imposed the requirement that the single brand retailer source 30 percent of its goods from India. Indian government continues the hold on retail reforms for multi-brand stores.The organized retail sector is expected to grow to US $ 100 billion by 2013 International retailers India's vast middle class with its expanding purchasing power and its almost untapped Retail industry is key attractions for global retail giants wanting to enter newer markets. The Australian government's National Food Industry Strategy and Astride initiated a test marketing food retail in India wherein 12 major Australian food producers have tied up with India-based distributor AB Mauri to sell their products directly at retail outlets. US-based home delivery and logistics company, Specialized Transportation Inkwell enter the Indian market through a strategic alliance with Patel Retail, a subsidiary of Patel Integrated Logistics. Wal-Mart has announced its plans for India in partnership with Bharti, US coffee chain Starbucks is well on its way to set up its first store in India this Year.US based Tommy Hilfiger has tied up with Creative Portico, a Mumbai based Home Textiles Company, to sell its home textiles and furnishings in India. Alfred Dunhill, a UK-based luxury mens brand, has tied up with Brand house. Retail Ltd. for its India venture and will be opening four stores. The worlds largest furniture retailer, Idea, has established an office in Gorgon for market research and is holding talks.

Market Size Indias retail market is majorly dominated by the unorganized sector. Organized segment accounts for 8 per cent of the total retail landscape, according to a study by Booz & Co and RAI. The Indian retail industry has expanded by 10.6 per cent between 2010 and 2012 and is expected to increase to US$ 750-850 billion by 2015, according to another report by Deloitte. Food and Grocery is the largest category within the retail sector with 60 per cent share followed by Apparel and Mobile segment. The foreign direct investment (FDI) inflows in single-brand retail trading during April 2000 to December 2012 stood at US$ 95.36 million, as per the data released by Department of Industrial Policy and Promotion (DIPP).

INTRODUCTION

Pantaloon Retail (India) Limited, is a large Indian retailer, part of theFuture Group, and operates in multiple retail formats in both, value and lifestyle, segments of the Indian consumer market. Headquartered inMumbai, the company has over 1,000 stores across 71 cities in India and employs over 35,000 people,and as of 2010, it was the country's largest listed retailer by market capitalization and revenue.The company separated its discount store business, which includes theBig Bazaarhypermarket and theFood Bazaarsupermarket businesses, into Future Value Retail Ltd., its wholly owned subsidiary, so that the company may be listed independently.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. Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square feet of retail space in 73 cities and towns and 65 rural locations across India.Starting its 1stoutlet in 1997, Pantaloons in Kolkata, it currently has over 4 mm sq. ft. of area under business.

Aditya Birla Nuvo Ltd (ABNL), part of Kumar Mangalam Birla-led group, through a subsidiary has acquired a majority of Pantaloon format business from Kishore Biyani-led Future group.Pantaloon Retail India Limited is now Future Retail Limited.

Pantaloon Retail (India) Limited is today recognized as one of the pioneers in the business of organized retailing in the country with a turnover of over Rs.2,884.43millions for fiscal 2006, as opposed to a turnover of Rs.1,463.12 million for fiscal 2005and Rs.881.04 million for fiscal 2004. During the same period Pantaloon profit after tax was Rs.124.75 million, Rs.30.20 million and Rs.3.82 million, respectively.The 46 stores are spread over about 1,113,000 square feet and are located in 17 states across India. In efforts to strengthen Pantaloon supply chain, Group/Company has set up seven regional distribution centers and an apparel manufacturing plant.

In the Value segment, Group/Company cater to the masses through Pantaloon Big Bazaar, Food Bazaar outlets and Gold Bazaar Stores with over 6.5 lakh sq. ft. retail space across Kolkata, Mumbai, Thane, Pune, Hyderabad, Bangalore, Nagpur, Ahmadabad, Kanpur, Chennai and Gurgaon (Delhi).. Group/Company endeavor to facilitate one-stop-shop convenience for Pantaloon customers and to cater to the needs of the Group/Company believes this concept as helped us grow to Pantaloon current size within a short timeframe of four years.

FOOD BAZAAR

The food and grocery retail format of the company is capturing the middle income value focused customer. FMCG along with dry and wet staples from the main product categories of this format. The format has been will accepted by the Indian women as it has been able to offer scheme and discounts on various products because of its economies of scale in operations. The company has been able to offer all the daily needs related to the food and grocery less than one roof. Pantaloon retail plans to expand this format (to smaller towns and cities) more rapidly going forward to achieve further economies ofscale. The success of this format has prompted the company to take this format to smaller towns and cities. Though being a low margins business but higher turnover nature makes it profitable proposition for Pantaloon. In order to maintain its competitive advantage in this format, the company needs to invest to improve the back end. Central the departmental format of the company, aims to cater the upper middle income consumers. Its been positioned as one stop destination for shopping and entertainment. Central has the same growth rate of 40%.In the Central Model the company sub leases its spaces to concessionaries, restaurant and food court managers which assure a fixed rental and a certain percentage of sales, with no inventory carrying on its books, this constitutes 70% of central sales. Currently the company has 3 Central Stores (2006 end).Central model is highly scalable and would be successful in other cities where the company. The companys leading format 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.

Competition

Although there are a few stores operating in this segment such as Giant in Hyderabad, it is mostly international chains such as Wal-Mart and Carrefour that are the better known names as discount stores worldwide. Meanwhile, the general retailers in Mumbai are not too pleased about the concept of discount stores.Group/Company cant figure out from where such stores get their margins. It must have a feasible revenue model to sustain the venture. The company is facing limited competition from the organized retailers but strong competition exists from the downtown centers unorganized.

Pantaloon Competitive Strengths

It is believed that the following are Pantaloon principal competitive strengths which have Contributed to Pantaloon current position in the retail sector in India: Strong understanding of the value retail segment:Pantaloon business plan involves implementation of the concept of the value retailing, targeting the middle and lower middle income groups, which constitute majority of the population in India. Group/Company intends to provide quality products at competitive prices. Group/Company sells a vast range of merchandise across apparels and accessories, FMCG products, food products and consumer durables with over 63,000 SKUs. Pantaloon emphasis has been to maximize the value that the customers derive in spending on goods bought in Pantaloon stores. Group/Company endeavor to continuously reduce Pantaloon costs through variety of measures, such as, in-house production of apparels, procurement of goods directly from the small and medium size vendors and manufacturers, efficient logistics and distribution systems along with customized product mix at Pantaloon stores depending on the regional customer behavior and preferences. Central to Pantaloon value retail strategy is to pass on the benefits of cot reduction measures to Pantaloon customers. Strong and efficient supply chain management:Pantaloon supply chain management involves planning, merchandizing sourcing, standardization, vendor management, production, logistics, quality control, pilferage control replacement and replenishment. Pantaloon supply chain management provides us flexibility to adapt to changing patterns in consumer behavior and Pantaloon ability. Manufactured by us such as Zapping, Paranoia, Chlorine, Kitten Studio, Famenne, Flourier Women and Roseau. In fiscal 2006, Pantaloon income from Pantaloon private labels was Rs.483.50 million, which accounts for 16.76% of Pantaloon total sales for fiscal 2006. Group/Company believes that Pantaloon focus on Pantaloon private labels and their recognition in Pantaloon customer segment enables us to differentiate ourselves from Pantaloon competitors.Group/Company effectively uses information technology systems: Group/Company believe that efficient information technology systems, processes and business applications are essential to handle retail chain of Pantaloon magnitude. Pantaloon office processes are computerized which support procurement, supply chain logistics, distribution centers management and store operations including inventory management and billing. Group/Company is in the process of implementing SAP. All Pantaloon stores and distribution centers are connected through a company-wide. Group/Company has a highly experienced and competent managementTeam:Group/Company has an experienced management team which is committed workforce. Pantaloon management team comprises of talented professionals who are highly experience in the retail sector.Future group projected itself in the ad campaign as Sone ki chirya.

BIG BAZAAR

In 2001, PRIL opened its first 'Big Bazaar,' a 30,000 square feet store in Kolkata (See Exhibit II for a Picture of a Big Bazaar Store). The major USP of the 'Big Bazaar,' store was low pricing. These stores offered the best price proposition to customers. The Marketing Activities for Big Bazaar are very different .Since it is a Hyper-Market and the Target Market are the masses the company markets a lot through the print media. The coverage of this is even better. In Big Bazaar marketing is purely done on offers and there are Maha Sales once a year and the sales rise 3 times in those 3 days.Big Bazaaris the largesthypermarketchain in India. As of June 2, 2012 there are 214 stores across 90 cities and towns in India covering around 16 million sq.ft. of retail space. Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.Big Bazaar stores are aimed at providing a local marketplace feel to the shoppers. They offer a wide variety of household items including retail apparels, food products, general merchandise, furniture, electronics, books, fast food, etc. Several stores also have leisure and entertainment sections. The hypermarket chain crossed the 100 store mark in 2008.Started byKishore Biyani, Big Bazaar was launched mainly as a fashion format selling apparel, cosmetics, accessories and general merchandise. Over the years, the retail chain has included in its portfolio a wide range of products and services, ranging from grocery to electronics.The current retail formats of the Future Group include Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar. According to Kishore Biyani, the inspiration behind this entire retail format was from Saravana Stores, a local store in T. Nagar, Chennai. Big Bazaar is popularly known as the Indian Walmart today.The following year, 2008, witnessed by far the fastest growth in terms of retail expansion for Big Bazaar, with the launch of the 101st store. Joining the league of Indias Superbrands and voted among the top ten service brands in the country by the Pitch-IMRB international survey, Big Bazaar became much more than a household name. The year also saw the launch of the Monthly Bachat Bazaar (Monthly Budget Market) campaign, which provided significantly low prices and gave discounts on bulk purchases in the first week of the month.Over the next two years, Big Bazaar carved its own niche in modern retail and became the largest brand in the hypermarket format. Capturing one-third of the food and grocery market in modern retail, celebrity endorsements and tie-ups with other brands allowed it to enhance its retail footprint. In 2009, Big Bazaar won the CNBC Awaaz Consumer Awards for the third consecutive year. It was adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop.On successful completion of 10 years in the Indian retail industry, in 2011, Big Bazaar came up a new logo with a new tag line: Naye India Ka Bazaar(New Indias Market), replacing the earlier one: 'Isse Sasta Aur Accha Kahin Nahin' (Nothing is cheaper and better than here).

3-C TheoryAccording toKishore Biyani's 3-C theory, Change and Confidence among the entire population is leading to rise in Consumption, through better employment and income which in turn is creating value to the agricultural products across the country. Big Bazaar has divided India into three segments:1. India one: Consuming class which includes upper middle and lower middle class (14% of India's population).2. India two: Serving class which includes people like drivers, household helps, office peons, liftmen, washer men, etc. (55% of India's population) and3. India three: Struggling class (remaining 31% of India's population).While Big Bazaar is targeted at the population across India one and India two segments, Aadhaar Wholesale is aimed at reaching the population in India three segment. With this,Future Group emerged as a retail destination for consumers across all classes in the Indian society.

Various formats and store conceptMost Big Bazaar outlets are multi-levelled stores and are located in stand-alone buildings in city centres as well as within shopping malls. These stores have more than 2,00,000 Stock Keeping Units (SKU) in a wide range of categories, led primarily by fashion and food products. The retail space of these stores in the metros range between 50,000 and 1,60,000 sq. ft.Since its launch in 2001 in metro cities like Kolkata, Bengaluru and Hyderabad, Big Bazaar is the largest Hypermarket chain with presence in 90 cities and towns across the country

Schemes and innovationsThe introduction of Sabse Sasta Din (Cheapest Day) in the year 2005 was a turning point for the Big Bazaar franchise. As part of this effort, the Republic Day holiday was used to ensure that consumers visited Big Bazaar outlets across the country in large numbers to get required household items at cheaper rates

Taking cue from this highly successful concept, another initiative was introduced, named the Purana do aur naya lo (give old and get new) scheme. In this scheme, consumers were asked to bring and sell old clothes, utensils and other household items in exchange of discount coupons. The concept proved to be a success yet again as people from across the country responded spontaneously, in spite of the different preconditions associated with it.The franchise further inaugurated the concept of Hafte ka sabse sasta din (Cheapest Day of the Week), wherein Wednesday was designated to be the day when special discounts were offered to consumers during a week.

Advertising campaigns and marketing initiativesIn view of the increasing competition in the retail market, Big Bazaar has introduced certain steps to keep itself updated and continue promoting the band.New LogoOn the occasion of successful completion of 10 years in the Indian retail industry (in 2011) Big Bazaar came up with a new logo for the company with a new tag line that says: Naye India Ka Bazaar (Market for New India). This replaces the earlier tag line: Isse Sasta Aur Kahin Nahin (Nothing is Cheaper than Here).Advertising initiativesBig Bazaar has recently launched a 360-degree promotion drive covering the three prime media, television, print and social media, to mark the launch of the new logo. The entire media campaign was developed byMudra Communications. Big Bazaar celebrating April Utsav on 2013. They Offering Rs. 50 off on Rs. 500 or Rs. 100 off on Rs. 500 or Rs. 200 off on Rs. 500 coupon through missed call.Range of productsBig bazaar offer a wide range of products which range from apparels, food, farm products, furniture, child care, toys etc. products of all major brands are available here. Big Bazaar sold over 300000 pairs of jeans, 50000DVD players, 25000 micro ovens. In all the fashion, electronics, and travel segments made up about 70% of sales.

Product rangeFashion Food Home & Kitchen Chill Stations Electronics Bazaar Footwear & Jewellery Furniture bazaar Other services.

PRICEPricing objective: Maximum market share Value Pricing (EDLP- Everyday Low Price) Promotional Pricing -Low Interest Financing -Psychological Discounting -Special Event Pricing (GUDI PADVA) Differentiated Pricing -Time Pricing Bunding

BUNDING PSYCHOLOGICAL PRICING

LOW-INTEREST FINANCING TIME PRICING

PROMOTION Saal ke sabse saste 3 din Wednesday Sabse sasta din Future Card (3% Discount) Shakti Card (Women) Advertising (Print Ads, TV Ads, Radio, Hoardings) Brand Endorsement by M. S. Dhoni Exchange Offer Junk Swap Offer Point-of-Purchase Promotions

SHOPPERS STOPShoppers Stopis anIndiandepartment storechain promoted by the K Raheja Corp Group (Chandru L Raheja Group), started in the year 1991 with its first store inAndheri,Mumbai Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "the Emerging Market Retailer of the Year Award", byWorld Retail CongressatBarcelona, on April 10, 2008.Shoppers Stop is listed on theBSE.In 2011, Shoppers Stop has 53 stores inIndia.StoreShoppers Stop is one of the leading retail stores in India. Shoppers Stop began by operating a chain of department stores under the name Shoppers Stop in India. Shoppers Stop has 56 stores across the country (with the latest one being the outlet at Kumar Pacific Mall, Pune) including three airport stores.Shoppers Stop retails a range of branded apparel and private label under the following categories of apparel, footwear, fashion jewellery, leather products, accessories and home products. These are complemented by cafe, food, entertainment, personal care and various beauty related services.Shoppers Stop launched its e-store with delivery across major cities in India in 2008. The website retails all the products available at Shoppers Stop stores, including apparel, cosmetics and accessories.Shoppers Stop opened stores in Amritsar, Bhopal and Aurangabad.

ProductsShoppers Stop retails products of domestic and international brands such as Louis Philippe, Pepe,Arrow, BIBA, Gini & Jony, Carbon, Corelle, Magppie,Nike,Reebok, LEGO, and Mattel. Shoppers Stop retails merchandise under its own labels, such as STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc. The company also licensees for Austin Reed (London), an international brand, whos men's and women's outerwear are retailed in India exclusively through the chain. In October 2009, Shoppers Stop has bought the license for merchandising Zoozoo the brand mascot for Vodafone India.

MarketingIn April 2008, Shoppers Stop changed its logo and adopted the mantra "Start Something New" and introduced international brands like CK Jeans, Tommy Hilfiger, FCUK, Mustang, Dior across the stores. The focus of the reposition was on the service, ambience up gradation and customer connect. Shoppers Stop connects with the youth audience through adopting the communication routes relevant to youth, up the fashion quotient through merchandising, and create ambience that connects with the mindset. The brand campaign addresses environment-related issues in a youthful, tongue-in-cheek manner. Shoppers Stop as a brand active on social media marketing platforms with Facebook and Twitter to connect with this audience.

Loyalty program and Co-branded Credit CardShoppers Stops has a loyalty program called First Citizen. They also offer a co-branded credit card with Citibank called the First Citizen Citibank Titanium Credit Card for their members.

Latest marketing strategies followed by brands like shoppers stop and Vodafone

New Marketing Strategiesand Innovations for Shoppers Stop1. Providingmerchandisingfor films like OSO and the recently released Love Aaj Kal.2. Fist Citizen Loyaltymembershipwherein one becomes member on payment of Rs 200 and customer can avail facilities like free parking, additional discount points, choose their safe date etc.3. Innovations like community trial rooms used for bridal parties where the entire family can get some privacy while the bride tries out different outfits.

4. Trial rooms having day andnight lightingoptions enabling one to have idea of the outfitsall stores having personal shoppingassistantswho can walk the customer through the store and advise the customer on items like apparel, jewellry, apparel and watches. 5. Use of innovative methods to improve brand visibility at stores like getting live mannequins to showcase the merchandise also the use of 3D outdoor visuals

6. Introduction of events focusing on one category of merchandise at a time like Watch Outfor Watches. 7. Change in Logo from theoriginaloval shape to the newrectangular shape.8. Introduction of the new Shoppers Stop mnemonic SS.

OBJECTIVE OF THE RESEARCH

The main objective behind Research is to find out the effectiveness of advertisement on the value composition and popularity of the store. The main idea is to know how these advertisements are used to bring out the competitive advantage upon each other.

COMPARISON BETWEEN ADVERTISEMENT PATTERN OF SHOPPER STOP, PANTALOONS& BIG BAZAAR

Mall Faade

Store Window

Sensomatic Branding

Pillar Branding

Lift Door Branding

PANTALOONS

BIG BAZAAR

By going through the above advertisement and making a comparison between Shopper stop, Pantaloons & Big Bazaar one can find a difference. The differences which had come out after going through every prospect of these are as follows:-

Shopper stop is a store which reciprocates Class. People entering stores are classy in their taste and they want something different from people in the crowd. Brands displayed on the shelf signify style in their own way. Pictures, manqu attract people to come and grab the merchandise. Advertisements are done all around the building from entrance, hoardings, lift doors, stairs, washroom and even changing rooms. A loyalty card for its customer is offered i.e. FIRST CITIZEN card. So when a customer purchases something 1 point for every Rs 100 invested is been added in there card which can be redeemed anytime in a year.

Whereas Pantaloon has a casual atmosphere. Its fun to shop around here. The store is themed with a light green colour which gives an impression of a trendy lively atmosphere where anyone can come and just go shopping. One can shop and also can have food in between shopping. A plus point to this store is that a Food Bazaar is attached to every pantaloon store so not only clothes but various kinds of items required for day to day meal can be purchased. A loyalty card is been offered to customer which provides a direct discount of 3%, 5%, & 7% depending on the frequency of purchase as well as amount of purchase. The entrance of the shop has a neat and clean appearance which directly let passerby know for which group of people the store is focused. The store goes on sale twice a year.

Big Bazaar on the other hand depicts Isse Sasta Aur Acha Kahi Nahi. The store on the other hand is focused mainly on middle class and lower middle class i.e. working class we can say. The store is pretty congested and it can be noticed when anyone enters. These stores are located near to market places or Railway station or Bus stops. By going through the advertisements and promotions the whole idea behind the formulation of this store can be known. Here the prices are low. Combo products are always on offer. People usually visit Big Bazaar for small household needs and daily needs.

Mission, Vision And Objective of Future Group

Rewrite Rules. Retain Values

Group VisionFuture Group shall deliver Everything, Everywhere, Everytime for Every Indian Consumer in the most profitable manner.Rewrite Rules. Retain Values.

Group MissionWe 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. 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 ValuesIndianness: 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. Flow: to respect and understand the universal laws of nature

SHOPPER STOP

MISSION

Wewill not take what is not ours. The obligation to dissent (against a viewpoint that is not acceptable). Wewill have an environment conducive to openness. Wewill believe in innovation. Wewill have an environment conducive to development. Wewill have the willingness to apologise and forgive. Wewill respect our customers' rights. We will create an environment of trust. We shall be fair. Wewill besocially responsible.

VISION

To be a global retailer in India and maintain its No.1 position in the Indian market in the Department Store categoryThe main objective behind this report is to bring about the affect of advertisement

SAMPLING DESIGNSampling is an essential part of the business research process. Sampling is the technique of selecting a representative part of a population for the purpose of determining the characteristics of the whole population. During the research, Simple Random Sampling is used to collect data from the shoppers because the target population is small, homogeneous, and the sampling frame.

DATA ANALYSIS1. Do you like to purchase in pantaloon.

2. What was your buying experience?

3. Advertisement of pantaloon are ?

4. How many times you go to pantaloon.

5. Compare to other competitor.

6. Will you purchase again.

7. What is the quality of product?

RESEARCHFINDINGS1. People were found to be very dissatisfied with the ambience of Big Bazaar asStore looks more jam packed in rush hours.2. Majority of respondents were found complaining about the variety of products,Different sizes not available, footwear, and child section need improvement atBig Bazaar.3. Ladies complaint about jeweler variety is not there, Traditional wear should have more variety and Footwear in shopper stop as compared to Pantloons.4. Location was one of the main reason which attracted people towards PantaloonAs it was situated in main market point and it took less time for majority of respondents to reach Pantaloon.5. As Big Bazaar deals in discount retailing, it was believed that Big Bazaar discount and low prices were one of the main attractions for people but people feel that the Discount is not enough and it should be more.6. Some respondents complaint that there should be sitting space for ladies childand old age people and it was worked out during the project itself in every store wheather it was Pantaloons, Big Bazaar or Shopper Stop.7.Some respondents demanded book corner should be there. And there should bestaff and billing counter during sales to handle the huge no. of customers.8. The sales promotion of Pantaloon is much better than that of Big Bazaar and Shopper Stop.9. High paid stars are used in advertisement of Pantaloons where as small stars promotes Big Bazaar as well as Shopper stop.10.USP of Pantaloon is much higher than that of other two.11. Flat discounts given by Pantaloon to their customers on arrival makes the main difference among its competitors.

RECOMMENDATIONSThis research throws light on various strengths and weaknesses of Pantaloon and can also help Pantaloon to improve on different fronts in order to have an edge over its competitors. Based on the analysis and findings of my research I would like to give following recommendations:1. Pantaloon needs to improve so that it can accommodate more kinds of Products and also provide space for children coming with their parents to Play and have fun so that for them visiting Pantaloon becomes exciting.2. Pantaloon should incorporate more variety of products in its basket so that it provides the convenience of availability of all things under one roof to its customers. Variety of products should specially be increased in traditional wear for women, Footwear, jewellery, cosmetics and more varieties in watches. More varieties of jeans and shirts in different sizes.3. Sitting area should be there for children and old people, so that they can seat while other family members doing shopping.4.More computers should be included and number of billing counters Should be increased especially during the festive season and sales, so as to speed up the process of billing and avoid large queues.5. If possible more attractive discount and offers should be given in order to attract more customers.6.Staff should be trained properly to assist people and to make them understand the benefits of green card membership.7. More imported brands should be included in the product line up to increase the number of footfall and purchase.8. Advertisement should be made livelier in order to connect with the target customer.

CONCLUSIONThis research report aims to study consumer attitude towards Pantaloon, Big Bazaar and Shopper Stop highlights its strengths and weaknesses in order to bring out who can fight the competition in a better way. Though Pantaloon captures a different market and is giving competition to big players like Vishal mega mart and big bazaar. Retail in India is a booming sector nowadays and Pantaloon should try to benefit more from it. Recommendations given should be considered by Pantaloon in order to emerge as a winner in long run.

BIBLIOGRAPHY1. Principles of marketing By PHILIP KOTLER.2. http://pantaloon.futurebazaar.com/indexPantaloon.jsp.3. http://en.wikipedia.org/wiki/Pantaloon_Retail_India.4. http://business.mapsofindia.com/india-retail-industry/5. http://wikipedia.org/wiki/Retailing_in_India.6. http://corporate.shoppersstop.com/corporate/vision.aspx7. http://en.wikipedia.org/wiki/Big_Bazaar

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