project report of pantaloons

Diploma In Retails Management A.N College, Patna.

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A

PROJECT REPORT

ON PANTALOONS

AND

AJILI BARND

SUBMITTED TO :-

M/S Pantaloons Retails ( India ) PVT. LTD.

PATNA -13

SUBMITTED BY :-

RANJAN KUMAR Roll no. – 02


ACKNOWLEDGEMENTCompleting a new task is never one –man effort. It is often the result of invaluable contribution of number of individuals in a direct or indirect manner.

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I express my whole gratitude towards the management of Pantaloons Retails (India) Private Limited, Patna for giving us the opportunity to undergo my summer project in a multinational concern of a great reports and allowing us to gain invaluable with subsequent exposure to the modern business world.

We are very grateful to Mr. Manish Upadhyay (Team Leader, Ajili

Band) For guiding us on our project. I further extend my thanks to Miss. Alisha Mishra (HR- Manager), Mr. SURAJ SAW (STORE Manager ) Jai Shankar Singh (Ex Store manager ) , Mr. Ravi Kant (Sops ), Mr. Chandan Singh & Binod Singh ( Adm) , Roushan Singh , Niraj Tiwari , Satender Kumar for appreciation and co-operation given by them in gathering all the information available at the Brand . Our training periods were from 1st March 2015 to 31th March 2015

PREFACEThe research provides an opportunity to a student to demonstrate application of his/her knowledge, skill and competencies required during the technical session. Research also helps the student to devote

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his/her skill to analyze the problem to suggest alternative solutions, to evaluate them and to provide feasible recommendations on the provided data

.

The research is on the topic of“RETAIL STORE SALES ACTIVITY(IN STORE TIE-UPS FOR LOYALTY PROGRAM TO ACHIEVE GREEN CARD TARGET, TIE-UPS FOR EOSS AND DENIM EXCHANGE)AT

PANTALOON RETAIL INDIALTD.”Although I have tried my level best to prepare this report an error free report every effort has been made to offer the most authenticate position with accuracy.

DECLARATION

I hereby declare that the project report entitled“ RETAIL STORE SALES ACTIVITY

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(IN STORE TIE-UPS FOR LOYALTY PROGRAM TO ACHIEVE GREEN CARD TARGET, TIE UPS FOR EOSS AND DENIM EXCHANGE)AT PANTALOON RETAIL INDIA LTD.”is an authentic work done by me.The project was undertaken as a part of the course curriculumof Diploma In Retails Management program, Araybhatt Knowledge University, (A.N College Patna ). This has not been submitted to any other examination body earlier.

Ranjan Kumar

Table of contents Page no.:-

1. Acknowledgements 3

2. Preface 4

3. Synopsis 5 & 7

4. Object of study 8

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5. Introduction 9

6. History of Pantaloons 10-11

7. Pantaloons , Apparel brands & accessories 12-13

8. Pantaloons A Success Story in Org. Retail 14-22

9. Contents 23-25

10. Mission & Vision 26-27

11. Retail Store Operation 28-36

12. Visual Marchandising 37-44

13. The Goal 45-50

14. References 51

J U S T I F I C A T I O N F O R T H E S E L E C T I O N O F T H I S PROJECT AND TITLE

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retailformats in both the value and lifestyle segment of the Indian consumer marker, alongwith some other big names such as RPG, Shopper’s Stop, Life Style, Westside, Ebony,Piramyd etc.The reason why I chose this sector is because as there are huge opportunities in thissector in the coming years. India was not into retail before 10 years from now but now itis very much into organized retailing. There is cut through competition in this field. Everyalternate day we hear of a new companies getting into Retail sector, where this makescompetition tough. I felt if I have experience in Pantaloon than I would be equipped

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toface the challenges that will come across while working in this sector.I was in marketing along with Customer Loyalty Program. I felt that while doing outmarketing projects for the Pantaloon store I will have well expose & experience of thisfield. I got to learn a lot about retailing, marketing in retail sector, knowing differentpeople, how exactly product reaches final consumer, how all theses things are decidedand how. This is the reason why Retail sector influences me the most. Since I wasinvolved into marketing for different event of the store where all the parameters has to beconsidered which made this project more challenging & interesting.

OBJECTIVE OF THE STUDY

Objective of the Retail store Marketing was to make customers aware about the Sale offers during Denim Exchange and EOSS i.e. End Of Season Sale provided by Pantaloon and also to achieve the Green Card target of Customer loyalty Program during EOSS.

To provide extra privileges to Pantaloons Green Card customers - keeping in mind that they get extra privileges not only inside the store of Pantaloons, but also outside the store and to make the Pantaloon Customer Loyalty Program more powerfully doing tie-

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ups with Restaurants, Health-Clubs, Saloons, Pubs, colleges, Laundries, Tattoos Makers.

To make Green Card Members realize that they are Special customers for the company.

To find out customer loyalty for Pantaloon store To find out customer satisfaction

INTRODUCTION INDUSTRY BACKGROUNDIndia, like Britain, is a nation of shopkeepers. With over 12 million retail outlets, India probably has the highest density of retail outlets in the world, with one for approximately every 90 persons; little wonder that the country is the ninth-largest retail market in the world, with estimated annual retail sales of around

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USD215 billion in 2005 (Rs 960,000 corer). At the sometime, the share of organized trade in this enormous market is currently very small. It is estimated at just USD8 billion (Rs 35,000 corer) in 2005, up fromUSD6.25 billion (Rs 28,000 corer) in 2004. This accounts for less than 4 per cent of the total retail trade in the country AN UNDERDEVELOPED RETAIL MARKETOrganized trade in India is very underdeveloped when compared with other emerging markets in Asia, Latin America and Eastern Europe. The Indian and Chinese markets are comparable in many aspects: Both countries are not homogeneous. They comprise many markets within a single country, with significantly varying cultures and customer preferences across regions.

History of the Pantaloons

Mr. Kishore Biyani Mr. Kumar Mangalam

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Ex Managing Directore Birla, Aditya Birla Group chairman

Pantaloons Retail (india) Limited Pantaloons Retail (india) Limited

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first Pantaloons store was launched in Gariahat, Kolkata in 1997. As of November 2013, there are 76 Pantaloons stores in 44 cities.[1] Pantaloons was previously controlled by the Future Group, but has now been taken over by Aditya Birla Nuvo Limited (ABNL). According to the Brand Trust Report2014, a study conducted by Trust Research Advisory, Pantaloons featured among 100 most

PantaloonsPantaloons Fashion & Retail, one of the top clothing brands in the world, is India's fastest growing premium lifestyle company. With innovative designs, concepts and products, the company brings the latest trends in fashion and clothing styles to the apparel market.

Pantaloons, previously controlled by the Future Group, has been recently taken over by Aditya Birla Nuvo Limited, a US $4 billion premium diversified conglomerate and India's largest manufacturer of linen fabric.

Pantaloons offers multiple accessories and clothing brands across a spectrum of categories for men,

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http://en.wikipedia.org/wiki/The_Brand_Trust_Report

http://en.wikipedia.org/wiki/Aditya_Birla_Group

http://en.wikipedia.org/wiki/Future_Group

http://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retail#cite_note-1

http://en.wikipedia.org/wiki/Kolkata

http://en.wikipedia.org/w/index.php?title=Gariahat&action=edit&redlink=1

http://en.wikipedia.org/wiki/Chain_store


women and kids. The company provides an incredible and complete one-stop shopping experience to its buyers through its vast collection of more than 100 prestigious brands for the discerning fashionista. Pantaloons, with a presence across 47 cities through 100 aesthetically designed large format stores and 26 factory outlets, displays a range of classy and trendy merchandise that truly lives up to Pantaloons’ maxim of ‘fresh fashion’.

A typical Pantaloons store comprises a brand portfolio that runs across a gamut of styles that spell class. The collection includes ready-to-wear western and ethnic apparel for men, women and kids, complemented by an exhaustive range of accessories. The variety of products and brands has helped propel Pantaloons to become one of the best clothing brands in India.

Apparel, brands and accessories

Pantaloons offers its customers a collection of apparels and accessories from the stables of globally renowned brands. The private labels for men in western wear include Lombard, Rig, Bare Denim, Bare Leisure, SF Jeans, Byford, F Factor and JM Sport apart from trendy

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brands like Urbana, Scullers, John Miller and Indigo Nation. Akkriti provides a wide selection of ethnic wear.

The women’s section houses the private labels — Bare Denim, Bare Leisure, Rig, Annabelle, Honey, and Ajile — in western wear, as well as the choicest ethnic wear from RangManch, Trishaa and Akkriti. Popular brands like Lee Cooper, Biba and W are also available. The formal wear section offers a range of crisp and well-tailored collection by popular international brands such as Van Heusen, Allen Solly, Peter England and Louis Philippe.

Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in exclusive brands like Lee Cooper Juniors, Chalk, Pink & Blue, and Sach in addition to international brands like Barbie and Disney. For the ethnic look, they can opt for traditional wear from Akkriti. The portfolio of brands also includes infant wear by Chirpie Pie.

Pantaloons offers much more than just apparel. Customers can shop from an assortment of watches from renowned international brands, including Tommy Hilfiger, Esprit, Kenneth Cole, Citizen, Timex, Titan and others.

Trendy sunglasses from Polaroid, Guess, Police, Scott, I Dee and Allen Solly are also available. The accessories and beauty segments display an attractive collection of ladies’ handbags from Lavie, Caprese, Fiorelli and Fastrack. Also available are products from colour cosmetic brands such as Bourjois, Chambor, Deborah, Faces, Revlon, Maybelline, and Lakmé, as well as a wide collection of exotic fragrances.

In its endeavour to meet the consumer’s ever-changing fashion needs, Pantaloons has introduced new brands

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that include Candies, Alto Moda, Turtle, Spykar, 109F, AND, Chemistry, Global Desi and Giny & Jony.

Pantaloons is an integral part of the prestigious Aditya Birla Group, a USD 40 billion Indian multinational company, operating in 36 countries across the globe with over 120,000 employees.Voted as ‘India’s Most Trusted Apparel Retail Brand’ in the prestigious Brand Equity Survey 2014, Pantaloons continues to nurture consumer trust and confidence.

With its overwhelming repertoire of lifestyle apparel brands, the company is focused on growth while continuing to create fresh fashion. Among some of the top clothing brands in India, Pantaloons is recognised by its warm personalised service that completes the core proposition of this trendy chain.

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Pantaloons – A Success Story in Organized Retail

Retail Plays a major role in increasing circulation and sales for all kinds of consumer goods and services. Countries like USA,U.K and China are successful examples of the same.

Consumer retail is the second-largest industry in the United States, both by the number of establishments and by the number of employees. Wal-Mart, the world’s largest retailer, is also the world’s largest employer. It has become the most successful retail brand in the world due to its ability to leverage size, market segmentation, and its efficacy in assuming market dominance. Wal-Mart heads the Fortune magazine list of top 500 companies in the world.

Retail Scenario in India:

In India over 94% of the retail sector consists of traditional mom-and-pop stores and street-vendors. With no large players, infrastructure being far from adequate and a tiny part of the population being able to afford it, , Indian retail never attracted large business houses and majorly focused on niche product segments and luxury goods.. This was till they realized that retail in India is a USD $353 billion industry[BMI India Retail Report 2010] growing at a CAGR of 10% and contributing more than 25% to the country’s GDP. Today it might seem implausible that this important sector of the country’s economy had been overlooked

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http://www.iitk.ac.in/ime/MBA_IITK/avantgarde/?p=218


by Corporate giants. However they cannot be squarely blamed too. Indian retail has traditionally been an unorganized sector, where retailers lacked the means as well as the will to develop or expand. Retail could also never enjoy the support of the Indian consumer, who is famous for being miserly and treated shopping as a form of leisure than a necessary evil, thus enjoying the thrill of discovering bargains and discount deals on his own.

Small gains, lack of infrastructure, an unattractive Indian consumer and absence of regulation never provided opportunities for retail giants to capitalize. Meanwhile, the Government preferred to remain silent while the unorganized retail sector provided a meager standard of living to millions in the country. Poverty plagued a majority of the population and the corporate giants preferred to spend their resources in areas like power and telecom where large-scale opportunities were abundant. Today the retail industry has witnessed a remarkable transformation.

The New Story

The country’s towering economic growth of around 8% has resulted in major shifts in the Indian economic class, with higher incomes leading to the growth of the Indian middle-class. This middle-class is aware of the standards of living in other countries, thanks to exposure through the tools of Globalization – the Media & the Internet. They have decided to thus adopt a “Spending” approach to improve their standard of living rather than the traditional “Saving” approach. The currently estimated value of organized Indian

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retail’s target population is larger than that of the entire United States. Voted the most attractive retail destination in the world for two years in a row, India is expected to witness 10% growth in its retail sector over the next few years (Source: “Retail in India – Getting Organized to drive growth.” CII-A.T. Kearney, Nov. 2006, Assocham Press Release). Recognizing the short-term and long-term growth of retail in India, a number of domestic business giants have entered the retail industry. We focus on the factors that have led to the success of Kishore Biyani’s Pantaloon Retail.

Pantaloon’s Story

Pantaloon’s success and continuous growth in the Indian organized Retail market can be attributed to a number of factors, some of which have been derived from the strategies of large retailers in the west, while others are completely tailor-made for the Indian market. What is evident at the outset is that Biyani has foreseen and understood the Indian retail roadmap better than anyone else.

Pantaloon’s major advantage over its competitors in the retail sector has been its unique understanding of the Indian organized retail market with all its quirks, shortcomings and challenges. By creating a retail business from the ground-up and expanding rapidly, Pantaloon has followed a Wal-Mart-like pattern of growth. However, unlike Wal-Mart, it decided to experiment with as many retail formats, product-mixes

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and brands as was possible in order to gain maximum knowledge about the uncertain Indian mindset. In fact, newer entrants in the organized retail market would learn the ways of the unique Indian organized retail sector as well as find a way to combat Pantaloon’s dominant market share in almost all forms of organized retail a daunting task.

What did it do Right ?

The Retail Experiment – Multiple Formats, Multiple Brands

Pantaloon has experimented with every retail format possible. Most of their experiments have proven to be successful and Pantaloon continues to experiment while expanding existing ventures. However, the real reward of these experiments is the knowledge and experience gained- This was most elusive in a previously untouched and unknown organized retail sector. This is an example of Pantaloon adapting itself to the Indian market rather than attempting to copy a Wal-Mart. The experimentation process did not end with testing different store formats alone: Pantaloon is also experimenting with a variety of products. From men’s wear the company has moved on to introduce furniture, sportswear, kitchen appliances, food, electronics and children’s apparel. Again, it seems to know what works and what doesn’t in the Indian market, something that would not have been this apparent even 1 decade ago.

Pantaloon has also introduced a number of private brands. For example, it has experimented with

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launching clothing lines based on famous Bollywood blockbusters.. Within the brand retailing space, Pantaloon has also tied up with some of India’s most popular brands like Gini and Jony to sell them at their stores. Rather than attempt to compete with existing popular brands the company has decided to partner with them and leverage them in the ambiguous Indian market. These brands have achieved success and a loyal fan following; Pantaloon’s move has brought in more customers then they could retain.

The competitors do have the opportunity to learn from the experiences of India’s largest retailer, but the experience that comes with managing these diverse retail formats in the Indian scenario is something that new entrants will have to learn on their own. Due to the pace at which Pantaloon had moved, it has made several sectors of organized retail out of anybody’s reach.

The Right Joint Ventures at the Right Time

In accordance with its experimentation policy Pantaloon has formed key joint ventures with a number of popular names like Staples and Starbucks. With its first-mover advantage, it actively shut doors for the competition by snapping up major brands before others could get to them.

Versatile Retailing

Rather than expand as a menswear retailer alone, Pantaloon’s policy of comprehensive experimentation

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has given it an important advantage – a versatile retail presence. Consumers see Pantaloon as an exclusive brand retailer, discount retailer, specialty retailer and food retailer: all at once. One of the reasons for this versatility is that the brand name has not been forced on, or even associated with the different products and stores other than the original menswear line. Instead, each store and product has been given its own identity and presence. Pantaloon is essentially an organized retailer in the guise of a large number and variety of unorganized retailers. This again represents the company’s unique understanding of the Indian scenario – consumers often feel threatened in a monopolistic environment, and are thus allowed to choose between multiple brands, all of which essentially belong to the same parent !!

Strengthening Back End Operations: Supply-Chain

A robust Supply chain serves as the backbone of a successful retail chain in the long-run. Although the company ignored these aspects in initial phases due to the inadequacies in infrastructure, it rightly favored experimentation over organization. But to continue to grow at the pace it had acquired in the first few years, it needed to pay attention to its sourcing network, transportation system and other logistics.. What Pantaloon is and will always have to improvise on is the

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absence of basic infrastructure like transportation and regulation. The pace of expansion of the retail industry is likely to outstrip that of development of the country’s infrastructure. Pantaloon will have to be innovative in deciding as to how it compensates for these inadequacies while efficiently managing its supply chain.

Money: The Ultimate Differentiator

Pantaloon has the upper hand as compared to most potential foreign and domestic competitors. However the same characteristics that have made it an exclusive and versatile retailer can prove to be a disadvantage. Much of Pantaloon’s competition comes from either retail ventures of other large Indian industrial houses (Reliance Retail, Birla’s retail venture) or foreign retail giants (Wal-Mart). In other words, Pantaloon’s competition is rich, very rich. While the competition may not have made inroads into the Indian market as thoroughly as Pantaloon, it still has enough money to compensate for this shortcoming.

Summary

Through a carefully executed policy of comprehensive multi-format experimentation, Pantaloon has managed to understand and take advantage of the compressed evolution of the organized Indian retail industry (mentioned earlier) to become the dominant player. As far as industry knowledge, experience and skill are concerned, Pantaloon with its dream team is looking in good shape. Now it is facing stiff competition that is financially better-equipped. How it takes advantage of

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its existing resources, accesses additional capital and competes with its competitors in a race to develop an efficient supply-chain will determine the future of the company. While the task is daunting, Pantaloon has more leeway and an enormous head-start compared to anyone else.

Contents

1 Store 2 Loyalty programme 3 Products

Store

Store of Boring Cancel Road Patna

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http://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retail#Products

http://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retail#Loyalty_programme

http://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retail#Store


With a chain of 86 fashion stores across 40 cities and towns, Pantaloons is constantly extending its footprint into the rest of modern India. It spans a retail space of 1.7 million square feet which is amongst the largest in India.

Loyalty programme

The Pantaloons Payback Green card, which is a unique loyalty programme, has been designed exclusively for Pantaloons' customers to enhance customer experience. Presently offered to over 4 million members, the programme entitles members to discounts, points and special privileges at all Pantaloons stores.

The card has four tiers depending on the year's shopping. As a customer shops, the card upgrades with increasing privileges and discounts.

The benefits covered under Green card include discounts, Payback points, complimentary parking, complimentary home drop of altered garments, relaxed exchange policy,

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complimentary shipping across India, exclusive sale preview, exclusive billing counters and assisted shopping among others.

Products

Brand of Ajile

A pantaloon retails approximately 200 brands which comprises a mix of private labels, licensed brands and more in apparel and accessories. A pantaloon offers a wide range of exclusive brands that cater to different occasions for men, women and kids. These include Ajile, Chalk, Akkriti, Trishaa, Honey, and Annabelle

Product DescriptionA chic black active wear from Ajile by Pantaloons, can never go out of style! Look smart and savvy in this printed cotton shirt, perfect for a ride into town as well as a

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gathering of friends. Team this with a pair of perfectly fitted jeans and statement flats.

Corporate Missions The blog flits down the mission and vision statements of India companies at one single place. Useful for comparing, for strategic decision and management students.

Pantaloon Retail

Group Missions

To deliver superior value to our customers, shareholders, employees and society at large

Our Values

Integrity : Acting and taking decisions in a manner that is fair and honest. Following the highest standards of professionalism and being recognised for doing so. Integrity for us means not only financial and intellectual integrity, but encompasses all other forms as are generally understood.

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Commitment : On the foundation of Integrity, doing all that is needed to deliver value to all stakeholders. In the process, being accountable for our own actions and decisions, those of our team and those in the part of the organisation for which we are responsible.

Passion : An energetic, intuitive zeal that arises from emotional engagement with the organisation that makes work joyful and inspires each one to give his or her best. A voluntary, spontaneous and relentless pursuit of goals and objectives with the highest level of energy and enthusiasm.

Seamlessness : Thinking and working together across functional groups, hierarchies, businesses and geographies. Leveraging diverse competencies and perspectives to garner the benefits of synergy while promoting organisational unity through sharing and collaborative efforts.

Speed : Responding to internal and external customers with a sense of urgency. Continuously striving to finish before deadlines and choosing the best rhythm to optimise organisational efficiencies.Group Vision

To be a premium global conglomerate, with a clear focus on each of the businesses.

Retail Store Operations

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Scope· Retail is clearly the sector that is poised to show the highest growth in the next five years.· The present size of the organized retailing sector is approximately 3% and is expected to grow to 25-30% by the year 2012.· There are about 300 new malls, 1500 supermarkets and 325 departmental stores currently under construction.· Entry of global retail giants such as Wal-Mart, Tesco, Germany's Metro AG in Indian retail markets.Leading Indian RetailersFuture Group: Big Bazaar, Pantaloon, Central, Food Bazaar, Home TownRaheja’s Group: Shopper’s Stop, Hypercity, Globus,Reliance Group: Reliance Fresh, Reliance Trendz, Reliance Mart, Reliance DigitalTata Group: Westside, Star Bazaar, CromaA glimpse of the International RetailOne of the world's largest industries47 global fortune companies & 25 of Asia's top 200 companies are retailersDominated by developed countriesUS, EU & Japan constitute 80% of world retail sales.Biggest player in India is Kishore Biyani’s Future Group.Key TrendsThe existing players like Big Bazaar, Shoppers' Stop, Piramyd are expanding to smaller towns and cities. Many other business houses are planning to enter the retail sector either on their own or through partnerships. New entrants like Reliance Retail Ltd and Wal-Mart are also expanding their business. Even rural

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areas will provide a huge opportunity to be explored.Easy entry· Education and Training: 12th pass with basic knowledge in retail preferred· Salary Median—INR 4000 to 5000 per monthNewspaper want ads and career sites on the Internet often list openings for retail sales executives. Employers prefer 12th pass students for entry level positions. For jobs in specialty stores employers may prefer to hire executives with some experience or trained students. Given the high turnover rate in the retail industry, sales employees can sometimes be promoted to supervisor within a year.Employment Outlook· Retail store entry-level sales executives serve customers, sell products, are into cashiering, stock movements, and other entry-level store activities in retail establishments.· Sales executives are employed by general and discount department stores and by specialty stores such as furniture, book, and music stores.· In smaller establishments sales executives may cover the entire sales floor during their shift.· In large department stores the sales executives generally cover a single department such as men’s department or ladies department.· Sales executives typically report to store supervisors. They also handle customer queries. Sometimes they are entrusted with stock keeping responsibilities.· In big department stores they may be responsible for organizing the merchandise on store shelves, and to make sure everything is in stock, and achieves the

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sales goals for their departments.· Sales executives in specialty stores may need specialized knowledge. For instance, an executive employed in an electronics supply store should know a good deal about electronic goods.Advancement Possibilities· Some retail store executives become store supervisors.· Those who work for chain stores may be promoted to administrative jobs in the company's headquarters.· As retail operations expand, companies will hire more employees at entry level.· Most openings will occur as experienced workers transfer to other occupations or leave their jobs.Earnings and Benefits· Earnings for retail store sales executives are reasonable to begin with and vary widely with location, individual experience, and the responsibilities of the job.· They are also provided with various incentive schemes, and perks on achieving monthly as well as yearly target.The most important of all this is the store operations which is the heart and soul of this industry. In store operations they say “Retail is detail”. Retail operations offer exciting and challenging career opportunities. It offers profit and loss handling activities and the experience of managing people early in your career. Entry-level retail jobs for college graduates offer both of these opportunities. Most college graduates can begin their career in retailing as department managers if they have undergone proper retail management training. As

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a Department Manager one will be responsible for the profitability of a category of merchandise or a department of the store and will be managing people who will work for you. You will get opportunity to provide lot of innovative thoughts which will be initiated immediately to increase sales and will be rewarded in a huge way through incentives and perks.Career opportunities:Tremendous opportunity exists in this industry and one can achieve a good career launch through this sector. Retail as most assume is not just about shops and salesmen. Apart from sales one can consider various functions from the choices listed below.Segments within the industry:ApparelsGeneral MerchandiseFast Moving Consumer GoodsConsumer DurablesVarious inter department roles and functions:Organization structure and Human Resource ManagementInformation Systems and Supply Chain ManagementMerchandise ManagementCommunication MixStore OperationsStore Layout, Design and Visual MerchandisingFinancial StrategyCustomer ServiceLoss Prevention CellVarious other roles one can fit into are:MarketingLogistics

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Facility ManagementReal estate/PropertiesCategory ManagementDesign/CreativityProject ManagementThere is tremendous growth for an employee in store operations from any section, whether frontline or back end team, be it vertical growth or horizontal growth which again is an advantage. Reason is because the growth of an employee here is directly related to the number of store openings which opens the gate to various different openings in various levels. One also has an advantage of getting exposed to other departments and develops their knowledge.Because this industry is witnessing a huge growth, one can also look for tremendous growth options within the industry. One can easily climb the ladder from a supervisor level to a store manager level in a span of four to five years time. Apart from this one also has a tremendous opportunity to grow horizontally in this industry as scope for learning is wideLet us limit to operations and understand Store Operations in depth.An operation is a transformation process of inputs into outputs. Store operations are linked to all processes related to a store. A store operation is a task by itself and requires trained people to manage this process efficiently for more productivity and profitability.A store operation is the heart and soul of this industry. In store operations they say “Retail is detail” as it deals with every activity in the minute detail. Retail operations offer exciting and challenging career

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opportunities. It offers profit and loss handling activities and the experience of managing people early in your career. Entry-level retail jobs for college graduates offer both of these opportunities. Most college graduates can begin their career in retailing as a sales executive or sales advisor, but can also join in as a management trainee, and after completion of the training period get designated as a floor or department manager at floor level if they have undergone proper retail management training. As a department manager one will be responsible for the profitability of a category of merchandise or a department of the store and will be managing people who will work for you. You will get opportunity to provide lot of innovative thoughts which may be initiated to increase sales and will be rewarded in a huge way through incentives and perks.The Operations: Front end career path for front end store operations begins with:Team MemberTeam LeaderAsst. Department ManagerDepartment ManagerFloor ManagerAsst. Store ManagerStore ManagerAs depicted above the front line career on the shop floor normally begins with a candidate being appointed as a Team Member. Across corporate in this industry the designation varies as follows:(Team member/ Customer sales associate/ Sales Executive/ Sales Advisor). As a fresher you land up getting salaries in the range of Rs. 3500 – 4500, however if you have an

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experience of 1-2 years in the industry, then the candidate will be absorbed as a senior team member with a salary of around Rs.5000+ . The team member looks after the front line sales within a store. The team leader is in charge of the members. The hierarchy follows as explained above. A Team leader draws around Rs. 6000 – 7500, who reports to an Assistant Department Manager- ADM. In some cases the team leader may also report to a Department Manager-DM depending on the size and business generated from the department. The ADM in turn reports to the DM who takes care of a specific department e.g. Men’s wear which would in turn comprise casuals, formals, accessories etc. In certain cases an ADM may directly report to the store manager if the department is smaller in business and size.Depending on the size of the store the hierarchy may further grow up to the floor manager, an assistant store manager and finally the Store manager who is responsible fFor the entire operations and the business of the store. E.g. Big Bazaar, Food Bazaar, Pantaloons, More, Shoppers Stop, Lifestyle etc. An ADM /DM normally gets a package in the range of 1.5 – 3.5 lakhs per annum. Further up the remuneration normally depends on industry experience and expertise.The growth path…..Area ManagerOperations ManagerBusiness Manager

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Sales

Visual Merchandising

Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. A creative and talented retailer can use this upcoming art to breathe in new life into his store products. Passion for design and creativity are essential to be a good visual merchandiser. A perfect design process and the ability to create ideas that are different are required. Awareness of happenings in fashion world is needed so as to keep up-to-date with the dynamics of the market constantly. Visual merchandising includes window

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displays, signs, interior displays, cosmetic promotions and any other special sales promotions taking place.

Components of Visual Merchandising:

There are certain things which a retailer needs to take care while proceeding with the process of displaying his products. These components when combined together in a proper ratio will make a successful outcome. Make merchandise the focal point: The main goal of display is to showcase the products within the overall display area. Customers give three to five seconds of their attention to window display. The retailers visual message should be conveyed to the customer in that short period of time. It should not be like an unsuccessful TV advertisement, where the product is forgotten altogether and only the concept of the commercial remains in the mind of the viewer. The arrangement of window display should go with the product and should not suppress them to make it discernable to the eye. Right choice of colors is vital: Color is one of the most powerful tools in the Visual Merchandising segment. It is a visual perceptual property. Colors can be associated with emotions, special occasions and gender. It attracts attention and pulls more customers into the store. A retailer has to focus on the right choice of color that would match with the theme of display. It is not possible to satisfy everyone all the time, but it is possible to cultivate the taste of customers gradually and purposefully. A right choice of colors in the display items can turn walkers into stoppers and significantly convert them into customers. It is there for mandatory to choose the right color for the right theme of display. A Halloween display

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would require black color in the display theme. Valentines theme should be ruled by red color supplemented with pink and white. A display of babys accessories should reflect light shades of pink and blue colors. A Christmas display should contain colors of red, green, gold and silver. Display themes to appropriately support the product: A theme is a display of sale items of similar categories e.g. a display of kitchen accessories. It’s essential to have themes for all retail displays. They can be romantic, wild, or capricious, and capture people’s imaginations. A good theme will lure the customer with a shopping mood into the store. Themes mainly depend upon the retailers imagination and creativity. Focusing on the right theme rather than creating a display with expensive raw materials is the key to successful window display. A shoe store theme can be a group of elves buying shoes. A theme for display of casual wears can be a group of mannequins sitting casually at a get together in different poses. Related themes will tug the heartstring of the customers and will pay off. Display should complement the retailers other strategies : The content of the display should complement the in store environment and other marketing strategies of the retailer. If the retailer has a specific logo, the colors of the display can reflect the same color of the logo. For e.g. MacDonalds display, the clown is of the same color, red and yellow as in their logo. Cleanliness: Neat and clean arrangement is the foundation of an inviting a successful visual display. A beautiful display can be ruined by a cracked sign holder or an unclean display

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environment. Effective cleaning schedule of showcases and display fixtures is required.

Change the display settings in frequent intervals: Changing the arrangement of the displays in regular intervals will initiate new interest about the products in the minds of the customer. By designing a plan-o-gram and activating changes frequently one can thus be a proactive retailer. With globalization and the retail boom, visual merchandising is growing in leaps and bounds. It is not simply concerned about decorating a store beautifully; but must also symbolise the brand keeping the target audience in mind.

The importance of VM:

Visual merchandising today forms a critical element of retailing. Besides the facade and windows, which are clearly done up with an objective to attract passer-bys and induce walk-ins, there is also in-store decor that is designed to enhance the customer‟s comfort and convenience while shopping and overall, offer a superior shopping experience. Consumer behaviour studies have confirmed that the lure of a beautifully done up show window and a tastefully decorated facade, more often than not, prove irresistible as they walk in to checkout what is on offer. It also ensures exclusivity since no two stores should look alike. Besides, when the mood and theme of such displays change at regular intervals, it makes certain that the store remains top of mind. Loyal customers have often been known to anxiously wait for the next display. „Stickiness‟ in retail formats is also ensured by the imaginative use of colours, lighting, space, furniture

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and visual elements with regard to in-store displays. Once customers walk in, it is but imperative to ensure that they enjoy their first encounter with the store. After all, repeat visits will only happen if a customer‟s first visit is a memorable one. The logical arrangement of counters, with clear passageways allows for easy access to merchandise. Rather than getting lost in the mazo that most large stores are, the customer feels more in control. Space is allocated to various product categories taking into account the number of SKUs stocked and shelves/counter space requirements are worked out accordingly. Clear passages are provided for products, which require touch and feel. All impulse purchase driven products are also clearly displayed so that the customers can reach them without any hindrance. Also, it has been observed that when a person enters a room, the human eye moves in a Z pattern, i.e. from rear left of the room to right rear, followed by front left of the room to front right. Care should be taken to do up the rear left end of the room in an appealing manner so as to guide the direction of vision and keep a shopper visually interested. A great deal of research has been undertaken on the impact of lighting on a customer‟s purchase behaviour. Results clearly indicate that in general, stores that are brightly lit, with the lights cleverly blending with the interiors lead to higher customer comfort, and as such, more sales. Different types of lighting and interiors are used on different floors, the change reflecting the various products that are on display on a particular floor, the proposed target audience and the time of the year. The ladies floor, for instance, is most often subtly lit with

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soft lights or then again, in summers, cool bluish lights are used to impact an impression of coolness and comfort. The careful use of spotlights helps add to the appeal of products such as crystal and jwellery. Sign ages related to various product sections are put up clearly to demarcate areas, allowing customers a clear understanding of what is stocked where. With various brands having their own pull, brand sign ages are also put up within the product sections so that customers can find their favourite brands easily. Additionally, within the product sections, sign ages help to publicise the various promotional schemes that might be running in the store. Stores also make use of sign ages to indicate the facilities/services available at the store, such as washrooms, cafe etc. Most stores have an in-house team of visual merchandisers who coordinate with the marketing team as well as the in-house merchandisers and suppliers. Each time any major changes in decorate contemplated, they present the visual display concepts to the group for analysis and selection. Subsequently, the same is executed. The visual merchandising team also makes projections visavis returns per sq. ft. for each section and each brand stocked. On promotions related visual merchandising, the inputs of the advertising agency are also sought so that the in-shop communication is in line with the tactical promotions advertising. With cost of visual merchandising generally amounting to 1% of sales, this is one communication tool that clearly has an edge over others in terms of drawing in shoppers, increasing flow of traffic and increasing sales.

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THE GOAL

CLEAR, LEGIBLE, CONSISTENT MERCHANDISING THROUGHOUT THE CHAIN OF PANTALOONS The strengthening of the brand image, The satisfaction of our customers, In order to optimise the retail space in compliance with visual display guidelines. This will enable the company to jointly develop a professional Merchandising approach structured around: In harmony with current collections and trends, On the basis of a survey of our customers‟ buying behaviours, Standard Operating Process of Pantaloons for Visual Merchandising These processes have been defined:

Basics of merchandise Presentation: Types of merchandise display technique: Hanging Products that need full frontal view, have special embroidery , print on front or back or product that require to show the shape, fit & fall of the garment. Ideal for Fashion merchandise. These can be Frontals or Side-Outs. Stacking Packed products like formal Shirts that don‟t need details of shape, fit & fall should be stacked. Done for Core merchandise. S – Hook Denims are usually

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hung using S hooks as it gives the rough and casual look that compliments the product. Rolled cargos are rolled at times to give them a utilitarian attitude. Limp material core merchandise is styled in this fashion.

Guidelines for hanging merchandise:

• Colors should go from Light in front to Dark at the back.• Ensure same style/ price merchandise are placed together• It Is mandatory to do Size Wise display For Example-XS/S/M/L/XL/XXL

Guidelines for hanger alignment:

Basic principles of hanger alignment and placement Direction of hangers For easy access the direction of Hangers should be Question Marked. For 2-arm, 4-arm, 2 units-2 arm, waterfall, straight arm, I-browser the hangers should be placed in the Question Mark direction. Uniform hanger balance -Hangers should not be tilting towards any side and should be parallel to the ground. Uniform hanger placement -The hangers should be equally spaced. Uniform Direction of hanger -All the hanger heads should be aligned to one direction.

Limitations2 numbers of I-browser (hangers face each other), C- browsers (hangers face inside the ring), H nH browser (hangers face each other).I was asked to check the alignment of the hangers, viz., I had to check whether the hangers were placed in the right direction, whether the hangers were of the same size and if any problems found to fix it up immediately. No more than 1 to 2 inch of space should be ideally kept between two stacks. The spacing between the stacks should be equal and the stacked shelf or table should look

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symmetric. Merchandise is placed with smaller size on top and the bigger size at the bottom. Spacing and Placement All the folds should be neat with the price tag hanging out only from the top merchandise. All the size sticker should be on the same side

Guidelines for size tag/ price tag alignment:

Size tag / Price tag Alignment Fixtures must be aligned with and perpendicular to the main aisle or to secondary Entry should be open and welcoming with the entry cluster and promotional merchandise being highlighted . Basics of Layout Aisle width and Fixture Positions Width of aisles should be 5‟ for main and 3‟ for secondary aisle as in diagram.aisles. Fixture layout Main Aisle = 5‟Distance between fixtures = 3‟Distance between wall and fixtures = 3‟Shorter fixtures near aisle Height of fixture to be kept as low as the product on it allows Fixtures to start from the aisle. NO floor fixture to be higher than 4.5‟ Low central fixtures (tables, low browsers) placed in the middle of a brand space to give a clear view of the wall High fixtures (high browsers, gondolas) on the outside to demarcate and structure the space NO high fixtures next to aisle NO fixtures on aisle Fixture DEMARCATION OF BRANDS THROUGH FLOOR FIXTURE HEIGHTS Zones: Each section can be divided into different zones based on its visibility. The section on the right is divided into three zones. Zone 1 – Right next to aisle Zone 2 – Between fixtures touching the aisle and the back wall Zone 3 – The back wall Display in ZonesZone1:It is the most visible to the customers. Power pricing, Entry price points, Fashion merchandise display. Zone 2: It Is not visible at the first go. Display Core fashion

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MerchandiseZone3: Very visible from far off. Latest theme or story should be placed here. Wall display in coordinated with the nesting table works well, be it story or color. Cut Sizes should come on the bottom most shelf on the wall. Or One dedicated fixture on floor with last of the best sign age COLOUR BLOCKING Color Blocking is an easy way of making the most basic and hum drum merchandise look appealing. It only requires placement of merchandise based on its color. Color blocking is always done vertically. This is done so that the customer can see a variety of color options available to him/her. As color is a very power stimulus and evokes strong emotional response in people, vertical blocking also nullifies any ill effect a particular color might have on a person. In a horizontal blocking if the color in the most visible region was one that a customer disliked he/ she would probably just turn away from the store. Color Blocking is done following the VIBGYOR, with the lighter colors on top and the darker at the bottom. I had done colour blocking for the bags section Packed products like formal Shirts that don‟t need details of shape, fit Can have hanging or stacking Gondola Guidelines for gondola display: Shelf Nesting table C browser I browser HnH browser 2/4 way browser with waterfall arm 2/4 way browser with straight armDifferent types of Fixtures & The Last Shirt should be shoulder out In every formal wear brand Guidelines for Gondola display Important note:- A4 signage and shelf talkers Ethnic kurties, Party wear and Fashion merchandise should be hungfall should be stacked. & shirts should be front facing As shown in the picture

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Top five Guidelines for wall displays:

Merchandise on shoot visuals or bust display should always Kept next to the branding or bust from in the absence of same product try to keep same color story or similar style. Fashion Tables Power Pricing display Display large volume of power pricing Power pricing tables Show complete product feature through open display, There are two types of table displays: Suggestive selling through coordinated display, Easy shopping experience of customer (easy to find the complete look together) Table display Docket As the brand Pantaloons moves towards fashion the need to make the customers aware that what they are buying is not just another shirt but the latest fashion makes us strive towards a more fashionable approach in our displays. Tables play an important role in creating that fashion atmosphere in the store. & EPP. Large volume:- Maximum of 18 pc in normal fold, 10 pc in paper fold per option. At least 4 options with full size set for top wear Open display of merchandise with full size set for selling purpose. Fashion Table Display & If table i Tables should not have single piece for display. at least 2 options with full size set of bottom wear. s divided in two parts one part will have top wear display.

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… x x …

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project report of pantaloons

Documents

patna diploma

retails management program

n college patna

retail store operation28

project report

ms pantaloons retails

water management

roushan singh