A Project Report On

ROLE OF PROMOTIONAL EVENTS AND OFFERS IN INCREASING SALES AND FOOT-FALLS AT PUNE CENTRAL
For

PUNE CENTRAL (FUTURE GROUP)

SUBMITTED TO UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF AWARD FOR DEGREE OF MASTER IN MARKETING MANAGEMENT (M.M.M)

SUBMITED BY Rohan Parihar (MMM 2012-2013)

IIMD Indus Institute Management and Development Pune 2012

ACKNOWLEDGEMENT

Doing a project study involves a great deal of encouragement, innovative ideas and support from different people. After all, success is the epitome of hard work, perseverance, steadfast determination and most of all encouraging guidance. This summer project at Pune Central (Future Group) was a knowledge gathering experience and opened a vast frontier of practical aspect of theoretical knowledge. I am extremely grateful to those who have shared their expertise and knowledge with us and without whom the completion of this project would have been virtually impossible. I would like to express my profound gratitude and a most sincere thanks to my external guide Mr. Karan Kapoor (Marketing Head) who has been a constant source of inspiration for me during the completion of this project. They gave me invaluable inputs during our endeavor to complete this project. I would like to thank Indus Institute of Management and Development, Pune and Dr. Neha Sharma Director for providing me with the opportunity to work on this summer internship project. I express my sincere thanks to my internal guide Prof. Shashank Divekar for his time to time guidance to complete this project. I am indebted to all staff members of Pune Central, for their valuable support & cooperation during the entire tenure of this project. Not to forget, all those who have kept our spirits surging and helped me in delivering my best.

Rohan Parihar

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EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
(A) Project Title: Role of Promotional Events And Offers In Increasing Sales And Foot-Falls At Pune Central (B) Problem statement:
What is the impact of Promotional Campaigns on sales & walk-inns at Pune Central?

(C) Research Objectives:

Primary:
To find out impact of Promotional Campaigns in increasing sales. To find out importance of Promotional Campaigns in increasing Foot-Falls at Central. To find out its effect on Conversion Rate. To analyze the awareness among customers about Offers at Pune Central.

Secondary:
To find out the various factors driving the customer to shop at Pune Central. To find out the attractiveness and effectiveness of Promotional Campaigns & Offers from base. To analyze the customer satisfaction on merchandise availability and customer service delivery at Pune Central. customers point of view. Role of these activities and offers in building brand equity and increasing customer

(D) Scope of Research:

Scope of research includes following areas The scope of the study is limited only to the Pune city.

The scope of the study covers almost all the department i.e. marketing, visual merchandising, operations, etc. The main purpose of the survey is to throw light on importance of promotional campaigns & offers in building brand image.

It includes the various activities which are carried out to entice the customers to enter the mall and increase the Foot-Falls. 5

 These activities help in increasing conversion rate of the mall.

(E) Research Design:

A research design is simply the frame work or plan for a study that is used as guide in collecting and analyzing the data. It is the blue print that is followed in completing a study. The research design specifies the method and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates what information is to be collected form which sources and by what procedures. The good research design would collect the data economically.

(E.1) Type of Research: (E.2) Research Method:

Descriptive Research Survey method (Questionnaire).

(E.4) Sampling Technique: Non-probability- Convenience sampling. (F) Sample Design:

All professionals, youngsters, housewives, students who shop from Central as well as other retail stores.

(F.1) Sample Universe: Retail Customers of Pune (F.2) Sampling Unit: (F.3) Sample Size:

120 Respondents.

(G) Collection of the Data: (G.1) Primary Data: Questionnaires & Personal Interviews.

(G.2) Secondary Data: Books, Articles, Journals and Websites.

(H) Data Analysis:

Analysis of data is the process by which data is converted into useful information. The raw data collected from the questionnaires was processed in such a way in order to make it amenable to draw conclusions. Here, the simple analytical tools are used in which tables, graphs and charts are used.

(I) Key Observations:

Most of the customers are regular and loyal shoppers of the Central. SMS & Mailers and Communications inside & outside are the major modes of Communicating the customers. Central 1 at Bund garden road is facing stiff competition from the other big retail stores in the area near by. Central is the No. 1 Life Style Retail Store in Pune. Promotional Events and Offers really entice the shoppers of Central to shop more. Customers really like the additional services like Wi-Fi, DJ, Gift Vouchers etc. at Central. The promotional strategies are very effective. A maximum customer of Central comes to purchase Apparels & House hold needs. The rating given by the customer to Central on overall merchandising availability is Very good.

(J) Key Findings:

A. CUSTOMER SATISFACTION LEVEL:

It can be inferred from the survey that customer satisfaction level of customers is good but as far as behavior of staff is concerned the customers are not satisfied. B. CUSTOMER PERCEPTION: Customer perception is fair about the brand Central. C. CUSTOMER LOYALTY & RETENTION: The term customer loyalty is used to describe the behavior of repeat customers, as well as those that offer good ratings, reviews, or testimonials. It is seen that Customer acquisition rate is very low as compared to lost customers rate every year even the customer base of the Central is loyal who visit and make purchase regularly from central.

(H) KEY RECOMMENDATIONS:

1. As it is one of the oldest mall in the Pune city, to attract the new customers the management need to renew the interior & exterior of the mall. 2. To outsmart the competition, they need to take the advantage of the Location by designing new marketing strategies according to the need and demand of Target Customers. 3. Try to improve the product knowledge, knowledge about the offers & promotions, communication skills of sales staff as they are the representative of the organization in front of customers. 4. Try to improve the connectivity of Wi-Fi Central. 5. Include Food Bazaar in their Marketing Strategies. 6. Need to work on customer satisfaction and customer retention strategies to beat the competition.

(J) CONCLUSION:

1. The Promotional Events plays very important role in increasing sale of the mall. The overall sale of the mall increased by 32% during these weekend activities. 2. The Promotional Events also plays very important role in increasing foot-falls in the mall by attracting good number of customers. Instead of monsoon the customer entry increases by 3%. 3. Promotional Events helps in increasing the conversion rate of the mall. This time the conversion rate increases by 5%. 4. The regular as well as other customers of Central are well aware of various offers & promo running in the mall. Store display and SMS & Mailers are the major modes of communication to the customers. 5. Customers of Central are Discount/Offers conscious. Maximum number of customers gets attracted by Discounts & Offers, Weekend events, availability of brands etc. 6. These Events & Offers are very effective as many customers take advantage of these offers and events. These events and offers had also increased the foot-falls by 3%, No. of Bills by 8%, conversion rate by 5%, Bill Size by 21%, Average Selling Price by 38% and Total Sales by 32%. 7. The customer base of Central is increased as these activities helps in fetching new as well as existing customers to Shop, Eat & Celebrate! 8. The customers are loyal to the Central as 51% of the respondents are found regular shoppers of the Central. 9. The customer of Pune Central are satisfied as 41, 44 & 31 respondents said that the merchandise availability and customer service delivery are respectively Excellent, Good & Average at Central.

LIMITATIONS:
Taking interview of the respondents was quite a difficult job.

 The study of promotional activity was conducted only in the city of Pune. The Promotional Campaigns & Activities were organized only at Central. Limited response from respondent response may not reveal the accurate picture as accurate data was not revealed by the respective respondents. Some customers have been found to have biasness in their response because of good and bad experience of customer service at Central. Most of concern person were busy with their work. Many of the respondents did not submit their form properly filled. The data is collected from the selected areas in Pune. Whole population is not covered in the survey. Lack of time, as the study was conducted only for the period of two months.

However in spite of these limitations all efforts have been put to make the project correct, effective, and genuine.

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CONTENTS:

Sr. No. CHAPTER-1 1

PARTICULARS

Pg. No

1.1- Introduction 1.2- Rationale/Preamble of the Study CHAPTER-2 2.1- Evolution of Indian retail Industry 2.2- Industry Profile 2.3- Growth in Retail Sector 2.4-Rural Retailing on a High 2.5-Major Retailers in India 2.6-FDI Policies in Retail Sector CHAPTER-3 3.1- Company Profile 3.2- Core Values 3.3- Line of Business 3.4- Future Retail 3.5- Central Mall 3.6- Promotional Events & Offers at Central 3.7- Centrals Major Milestones

15 17

19 19 20 24 25

29 29 31 32 34 34 46

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CHAPTER-4 4 4.1- Objectives & Scope of Research CHAPTER-5 5.1- Research Methodology 5.2- Research Design 5.3- Sampling Design 5.4- Sources & Methods of Data Collection 5.5- Limitations CHAPTER-6
6

50

52 52 53 54 55

6.1- Data Analysis & Interpretation CHAPTER- 7

57

7.1- Observations & Findings CHAPTER- 8

72

8.1- Conclusion CHAPTER- 9

74

9.1- Suggestions & Recommendations REFERENCES ANNEXURE

76
77 80

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LIST OF TABLES
SR.NO. TABLE NO. TITLE OF TABLE PAGE NO.

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20 21

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21

Future Group Shopping Festival Do Denims Zero Margin Sale Electrifying Weekends Gift Voucher Promotions Gift Voucher Promotions 2 Offers at Central First Visit at Pune Central. Shopping Frequency of Customers Customers visit after seeing any advertisement or communication. Modes of communication Shopping preference of customers of Central Awareness about specific promotional event Break-up of customers of Central for what they like about Central Various factors that drives people to shop from Central Number of people experienced different promotional activities Perception of respondents on effectiveness of Promotional Events on there shopping experience Ratings given by the customers to the Promotional campaigns at Pune Central Ratings and Frequency for additional services provided by Central to his customers Ratings and Frequency for additional services provided by Central to his customers Ratings on different service quality dimensions

35 36 36 37 37 38 39 57 57 59 59 61 62 63 64 65 66 67 68 69 70

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LIST OF GRAPHS/CHARTS
SR.NO. GRAGPH NO. TITLE OF GRAPH PAGE NO.

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

1 2 3 4 5 6 7 8 9 10 11 12 13 14

Break-up of customers according to there visit. Break-up of Shopping frequency at Central Break-up of customers visit after seeing any advertisement or communication Percentage wise break-up of various modes of communication used by Central Break-up of shopping preference of customers of Central. Break-up of awareness about specific promotional event Break-up of customers of Central for what they like about Central Break-up of various factors that drive people to shop from Central Break-up of people experienced different promotional activities Percentagewise break-up of perception of respondents on effectiveness of Promotional Events on there shopping experience Ratings given by the customers to the Promotional campaigns at Pune Central Ratings and Frequency for additional services provided by Central to his customers Ratings given by customers on merchandise availability Break-up of Ratings given on different service quality dimensions

57 58 59 60 61 62 63 64 65 66 67 68 69 70

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CHAPTER- 1
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INTRODUCTION

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1.1- INTRODUCTION

PROMOTION
Basically promotion is an attempt to influence. More specifically, PROMOTION is the element in an organizations marketing mix that serves to inform, persuade and remind the market of a product and/or the organization selling it, in hopes of influencing the recipients feelings, beliefs, or behavior. Out of 4 Ps of marketing i.e. product, price, place, and promotion, the most important role is of 4th P i.e. promotion. Sales promotion is an important component of a company's marketing communication strategy along with advertising, public relations, and personal selling. At its core, sales promotion is a marketing activity that adds to the basic value proposition behind a product (i.e., getting more for less) for a limited time in order to stimulate consumer purchasing, selling effectiveness, or the effort of the sales force. As this definition indicates, sales promotion may be directed either at end consumers or at selling intermediaries such as retailers or sales crews. 16

Sales promotion stems from the premise that any brand or service has an established perceived price or value, the "regular" price or some other reference value. Sales promotion is believed to change this accepted price-value relationship by increasing the value and/or lowering the price. Familiar examples of consumer sales promotion tools include contests and sweepstakes, branded give-away merchandise, bonus-size packaging, limited-time discounts, rebates, coupons, free trials, demonstrations, and point-accumulation systems. Three issues clarify sales promotion. First, sales promotion ranks in importance with advertising and requires similar care in planning and strategy development. Second, three audiences can be targeted by sales promotion: consumers, resellers, and the sales force. And third, sales promotion as a competitive weapon provides an extra incentive for the target audience to purchase or support one brand over another. This last factor distinguishes sales promotion from other promotional mix tactics. For example, unplanned purchases may be directly related to one or more sales promotion offers. In order to understand the basic role and function of sales promotion, one must differentiate between sales promotion and other components of the marketing mix. Sales promotion usually operates on a short timeline, uses a more rational appeal, returns a tangible or real value, fosters an immediate sale, and contributes highly to profitability. The idea of contribution to profitability may be confusing. It is simply the ratio between what is spent on a promotional mix compared to the direct profitability generated by that expenditure. A few exceptions to the above characteristics do exist. For example, a sweepstakes might use a very emotional appeal, while a business-to-business ad may be very rational.

Role of Promotion in Marketing

1 Promotions help marketers to communicate information to potential customers. This information could be about the products Existence (Awareness), value and benefits offered by products.

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 A well designed promotion mix is extremely crucial for brand building and positioning. In fact communication or promotional mix is at the centre stage in brand positioning and Brand building activities. The promotional mix or marketing communication helps marketers to attract, persuade, urge and remind customers of the companys brand. Effective promotions prove helpful in product differentiation and also help to counter competition.

1.2- RATIONALE/PREAMBLE OF THE STUDY

Usage of sales promotion activities has a direct impact on behaviour as it motivates a consumer to buy now rather than in future, enhances value of an offer temporarily till the promotion period, encourages switching, reinforce or reward loyalty etc. Broadly, objectives set for these activities are; i) To generate store traffic. ii) To move excess inventory. iii) To enhance store image. iv) To create a price image ( high or low). Traffic building is achieved by special event promotions like Diwali, Rakshabandhan promotions; inventory reduction through end of season sale; creation and building store image through feature advertising and displays and joint promotions and price image by

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highlighting the discounts. It helps consumer reduce not only financial risk but also psychological and social risk by making consumer confident of his/her purchase, conformation to group norms by shopping at famous stores/brands and possibility of acquiring well known branded apparel during promotions. Promotions may induce non buyers to walk in to the store and loyalty programmes may encourage to buy more, more often or upgrade to better quality. Exciting promotions also have tendency to generate positive word of mouth and help consumer feel a smart shopper. Thus not only utilitarian benefits like, saving of money, time or quality upgradation but hedonic benefits like feeling confident, feeling of excitement and entertainment etc.

CHAPTER- 2
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INDUSTRY PROFILE
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2.1 EVOLUTION OF INDIAN RETAIL INDUSTRY:

Indian Retail Industry is standing at its point of inflexion, waiting for the boom to take place. The inception of the retail industry dates back to times where retail stores were found in the village fairs, Melas or in the weekly markets. These stores were highly unorganized. The maturity of the retail sector took place with the establishment of retail stores in the locality for convenience. With the government intervention the retail industry in India took a new shape. Outlets for Public Distribution System, Cooperative stores and Khadi stores were set up. These retail Stores demanded low investments for its establishment.

2.2- SECTOR/INDUSTRY PROFILE

The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the

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industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually. The India retail industry is expected to grow from ` 35,000 crore in 2004-05 to ` 109,000 crore by the year 2010.

2.3- GROWTH IN INDIAN RETAIL

According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail industry is the most promising emerging market for investment. In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also expected to reach 22% by 2010. According to a report by Northbride Capita, the India retail industry is expected to grow to US$ 700 billion by 2010. By the same time, the organized sector will be 20% of the total market share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the total retail market.

2.4 RURAL RETAILING ON A HIGH

Rural retailing enjoys an intense focus from big brands. Future Group and Godrej Agrovet's joint venture (JV) in rural retailing, 'Aadhar', is all set for a revamp. The group promoter Kishore Biyani has revealed that the JV is planning to come up with wholesale distribution centers across different districts and franchisees would be rolled out to local entrepreneurs who would have a better understanding of the concerned area. They would be able to source the products from these wholesale centers and then sell it in their villages. The alliance operates stores in Gujarat, Maharashtra, Haryana and Punjab and mainly sells wheat and paddy apart from daily need products. The company also provides farmers with solutions to problems regarding their agricultural output, which includes what kind of crop can

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they plant and when, along with techno-commercial suggestions to help them give a better output. Meanwhile, Rajkot based Champion Agro Ltd is planning to come up with single window shopping facility for farmers. The company already has 35 agri-retailing outlets in the Saurashtra region, and is expected to open around 400 outlets at a taluka level across Gujarat by 2016. It will open 50 new outlets by the end of 2011with an investment of US$ 3.3 million. The overall investment planned is between US$ 66.7 US$ 88.94 million. On similar lines, Vadodara based ACIL Cotton Industries is all set to come up with around 40 outlets of 'ACIL Krishi Store' in Gujarat. Of these, four outlets got operational in April - May 2011. As for 2011, ACIL has decided to focus on the Gujarat market. ACIL stores will sell all types of seeds, fungicides, fertilizers, micronutrients. Also, FMCG and retail giants are making good use of technology to reach out to rural India. From low-cost handsets to tablet PCs, the Indian FMCG and retail sector is latching on to technology and applications to reach out to rural India. For instance, Marico is using mobile technology innovatively to arm its field representatives in their procurement process. The IT team at Marico developed a mobile-based application for Nokia 5235 series handsets. The company gave these GPS-enabled phones to 120 of its field representatives, with mapped routes. This helped the agri-representative to get the exact route and also saved on time. The mobile application can also get real-time data from farmers. Pictures of crop and soil taken from the camera are used for monitoring progress of contract farming, seed information and weather condition. Since the data is available online, this also helps the company analyze and take decisions quickly. Meanwhile Hindustan Unilever Ltd (HUL) is experimenting with tablet PCs in its attempt to increase its rural reach. It has been able to reach to 500,000 outlets in a years time. According to Nitin Paranjape, managing director, HUL, We put all the villages on an IT map. The name of the village, its total strength, nearest distributors available, whether it has a school, a hospital, a

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primary health centre, all of this was mapped. We used this information to determine the opportunity the village presented to us.

2.5- MAJOR RETAILERS IN INDIA

PANTALOONS:

Pantaloon is one of the biggest retailers in India with more than 450 stores across the country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space located across the country. It's growing at an enviable pace and is expected to reach 30 million sq. ft by the year 2010. In 2001, Pantaloon launched country's first hypermarket Big Bazaar. It has the following retail segments:

Food & Grocery: Big Bazaar, Food Bazaar Home Solutions: Hometown, Furniture Bazaar, Collection-I Consumer Electronics: e-zone Shoes: Shoe Factory Books, Music & Gifts: Depot Health & Beauty Care: Star, Sitara E-tailing: Futurebazaar.com Entertainment: Bowling Co.

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TATA GROUP Tata group is another major player in Indian retail industry with its subsidiary Trent, which operates Westside and Star India Bazaar. Established in 1998, it also acquired the largest book and music retailer in India Landmark in 2005. Trent owns over 4 lake sq. ft retail space across the country. RPG GROUP RPG Group is one of the earlier entrants in the Indian retail market, when it came into food & grocery retailing in 1996 with its retail Food world stores. Later it also opened the pharmacy and beauty care outlets Health & Glow.

LIFESTYLE INTERNATIONAL Lifestyle International Holdings Ltds principal activity is the operation of lifestyle department store and retail outlets. It focuses on high-end department store format. As of December 31, 2005, Lifestyle International operated its retailing business through two brand names, SOGO and Jiuguang. The SOGO Department Stores consists of the Company's flagship department store, SOGO CWB, in Causeway Bay, Hong Kong, and the Tsimshatsui store, which features a slightly different format that targets younger group of customers. The Jiuguang Department Store, which is located in Shanghai, has a similar business format as that of the SOGO store. During the year ended December 31, 2005, it launched SOGO CLUB, a lifestyle service center. Some of the Companys subsidiaries include Asia Kinetic Limited, Congenial Company Limited, Eastlord Development Limited, Everwin Worldwide Limited and Fine Shine Limited.

SHOPPERS STOP The foundation of Shoppers Stop was laid on October 27, 1991 by the K. Raheja Corp. group of companies. From its inception, Shoppers Stop has progressed from being a single brand shop to becoming a Fashion & Lifestyle store for the family. Shoppers Stop is the only retailer from India to become a member of the prestigious

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Intercontinental Group of Departmental Stores (IGDS). The IGDS consists of 29 experienced retailers from all over the world, which include established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to one member organization per country/region.

RELIANCE

Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail market. It's expecting its sales to reach Rs. 90,000 crores by 2010.

BHARTI GROUP Another big player in the segment will be the Bharti group. Overhauling this part of the supply chain will be the key to the success of any retail venture in food and groceries segment. Wal-Mart, the worlds largest retailer, and Bharti Enterprises have signed a Memorandum of Understanding (MoU) to explore business opportunities in the Indian retail industry. This joint venture will mark the entry of Wal-Mart into the Indian retailing industry a retail chain like Future Groups Big Bazaar may be clocking heady sales (growing at 100% year- on- year), but the dozen odd shops operating in its proximity wear a deserted look, giving a somewhat hollow ring to the much- talked- about retail boom in the country. The key players currently operating

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in the Indian retail industry includes Future Group, Trent Ltd, RPG Enterprise, Vishal Retail Ltd, Shoppers Stop Ltd, Bata India Ltd, Provogue India Ltd, Vdeocon Appliances Ltd, ITC Ltd, Godrej Agrovert Ltd, and DCM-Hariyah Kissan Bazaar.

AV BIRLA GROUP

AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis Philippe, Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in other segments of retail. It will invest Rs. 8000-9000 crores by 2010 HyperCITY It has 10 stores operational across 7 cities viz. Mumbai (Malad, Thane & Vashi), Amritsar, Jaipur Bengaluru, Bhopal, Ludhiana & Hyderabad. It offers a wide range of product in categories like Fresh produce, Foods and Grocery, Home, Bakery, electronics, Furniture, Sports, Toys & Apparel. HyperCITY Retail (India) Ltd. is part of the K. Raheja Corp. Group, a leader in the Indian retail sector. K. Raheja Corp helped create retail boom in India with Shoppers Stop, InOrbit Mall and Crossword apart from their successes in realty and hospitality. HyperCITY offers its customers a dominating assortment of quality products at great value in a large, modern and exciting format. It also offers other value added services like consumer finance, ATM facility, telecom services, pharmacy, Bakery and Restaurants etc under one roof. HyperCITY launched its first store in Malad, Mumbai, which is spread over 1,20,000 sq ft. Today, HyperCITY has accomplished a total of 10 stores since inception and have marked its presence in cities like Mumbai, Hyderabad, Bengaluru, Bhopal, Ludhiana, Amritsar and Jaipur. It offers over 44,000 26

products sourced from both local & global markets to choose from & boasts of quality, distinctive, dominant assortment at great value. HyperCITY promises convenience of everything under one roof & International shopping ambience that rivals the best in the world.

2.6- FDI Policy in the Retail Sector

India has kept the retail sector largely closed to outsiders to safeguard the livelihood of nearly 15 million small storeowners and only allows 51 per cent foreign investment in single brand retail with prior Government permission. FDI is also allowed in the wholesale business. Single-brand retailers such as Louis Vuitton, Fendi, LLadro, Nike and Toyota can operate now on their own. Metro is already operating through the cash-and-carry wholesale mode. The policy makers continue to explore areas where FDI can be invited without hurting the interest of local retail community. Government is considering opening up of the retail trading for select sectors such as electronic goods, stationery, sports goods, and building equipment. Foreign direct investment (FDI) in retail space, specialized goods retailing like sports goods, electronics and stationery is also being contemplated. The Government has to walk a tightrope to ensure a `level playing field' for everyone. The policy of permitting 51 per cent FDI in single-brand product retailing has led to the entry of only a few global brands such as Nike (footwear), Louis Vuitton (shoes, travel accessories, watches, ties, textiles ready-to wear), Lladro (porcelain goods), Fendi (luxury products), Damro (knock-down furniture), Argenterie Greggio (silverware, cutlery, traditional home accessories and gift items) and Toyota (retail trading of cars), into retail trading. A 12-billion euro French luxury industry is also eyeing the domestic luxury segment to make a presence through retailing directly.

SALE OF GOODS ACT, 1930

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This section of retail law is established under the Sale of Goods Act, 1930- this decree covers subjects such as the sale of goods, selling at the valuation price, description of goods and the rights of a seller who hasn't received the entirety of an agreed payment.

GOVERNMENTS ROLE IN PREVENTING PRIVATE MONOPOLIES

A single large format retailer should not be allowed to capture a large market share. For this it is important to restrict the number of retail outlets that a single private entity can open in a city, state as well as region. Under no circumstances should a national level monopoly be allowed to develop in the retail sector. There should be guidelines to prevent predatory pricing and below-cost sales by organized retailers. A mechanism should be set up where complaints against predatory pricing can be registered by small retailers. In order to prevent the development of big private monopolies in retail trade, it is also important for the Government to ensure its presence in the market. Several Government marketing agencies exist, both at the Central as well as State levels. These marketing agencies should be revived and encouraged to grow and compete with private large format retailers. To create a few big public sector retail chains should be seriously considered, which can also invest in developing modern supply chain infrastructure. Panchayati Raj Institutions (PRIs) should be involved in the administration of cold storages and procurement centers. Encouragement should be provided to the existing retail chains in the cooperative sector. New retail cooperatives should also be promoted. Partnerships between existing Government marketing agencies and cooperatives can also be considered, especially in food retail where synergies exit

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CHAPTER-3
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COMPANY PROFILE

3.1- COMPANY PROFILE:

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, operates some of Indias most popular retail formats that include Pantaloons, Big Bazaar, Central, Home Town, Ezone and Food Bazaar. While retail forms the core business activity of Future Group, the group has developed significant presence in consumer finance, capital, insurance, brand development, retail media and logistics. The groups retail formats bring in around 250 million customer footfalls every year and provide a platform for over 30,000 small, medium and large entrepreneurs in India to sell their products and services to these customers. The group has a retail presence in 85 cities and 65 rural destinations and employs over 35,000 people directly.

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The groups flagship enterprise, Pantaloon Retail India Limited was founded in 1987 and is listed in the Bombay Stock Exchange and National Stock Exchange since 1991. The company along with its subsidiaries operates around 16 million square feet of retail space in the country. Other group companies include, Future Capital Holdings, a financial services company, Future Ventures, engaged in operating and investing in allied businesses, Future Supply Chain Limited which operates a nation-wide logistics and warehousing network, Future Brands India Limited, a brand and intellectual property rights development corporation and Future Human Development Limited, an educational and manpower training company with campuses in Ahmedabad, Bangalore and Kolkata that offers degree programs in association with IGNOU. Over the years, the group has also developed successful partnerships with Indian and foreign companies. The group has partnered with Tata Group to operate the brand T24 as a telecom service provider for its customers. It also operates rural retail chain in partnership with Godrej Group. Some of the include joint ventures includes ones with Generali, an Italy-based insurance major which is among the three largest insurers in the Europe, Staples Inc, the largest office stationery retailer in the world and French fashion brand, Celio. The group also has exclusive brand license partnerships with leading global brands like Lee Cooper, Converse, Callaway, Prince, Spalding and Wilson. Future Group believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the groups core value of Indianness. The groups corporate credo is, Rewrite rules, Retain values.

Group Vision Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.

Group Mission We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic

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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.

3.2- Core Values

Indianness: 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 challen Flow: to respect and understand the universal laws of nature.

SONE KI CHIDIYA: To bring back the lost prosperity to India and make it sone ki chidiya again

3.3- Lines of Business

The company is present across several lines of business which have various formats (stores) operational under it. These include:

Food - Food Bazaar, Chamosa, Spoon, Brew Bar, Sports Bar & Sports Bar Express, Cafe Bollywood,

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Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee Cooper (JV), General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S FAIR PRICE Home & Electronics - Home Town, eZone, Collection i E-tailing (Online Shopping) - www.futurebazaar.com Books & Music - Depot Leisure & Entertainment - Bowling Co., F123 Wellness - Star & Sitara, Tulsi Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM

Statistics:

Listed on: Bombay Stock Exchange Stock Code: BOM:523574 Fiscal Year Ending: June Major Industry: Retailing and Dept. Store Chains Employees :35,000 (June, 2008) Share Volume : 217,384 Years High/Low Share Price : 475.95 252.05 Market Cap (Rs Cr) : 9620.26 Price to Earnings Ratio : 62.68 Earnings Per Share(Rs): 7.39 Sales (Rs cr) : 602.10 Net profit margin share : 2.1%

3.4- FUTURE RETAIL:

The retails businesses of Future Group in India are divided into three main categories:

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Retail forms the core business activity at Future Group and most of its businesses in the consumption space are built around retail. Future Groups retail network touches the lives of more than 200 million Indians in 73 cities and 65 rural locations across the country. The group currently operates around 1,000 stores spread over 16 million square feet of retail space. Present in the value and lifestyle segments, the groups retail formats cater to almost the entire consumption expenditure of a wide cross-section of Indian consumers.

Pantaloon Retail India Limited The leading retail formats under this include:

Pantaloons Stores -lifestyle segments and fashion segment. Big Bazaar - a uniquely Indian hypermarket chain Central - a chain of seamless destination malls Food Bazaar - a supermarket chain that blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality Home Town - , a large-format home solutions store E Zone - consumer electronics Depot - consumer electronics Health & Beauty Malls Online retail through futurebazaar.com Aadhaar- Indias leading rural retailing chain, that is present in over 65 locations in rural India. Aadhaar, an agri-service cum rural retail initiative, provides a complete solution provider for the Indian farmer. Furniture Bazaar - specialized formats for home furniture and home furnishing Ethnicity - India's first concept store, which recreates the experience of a traditional ethnic market in a modern retail format.

3.5- CENTRAL MALL:

Being one of the formats of the Future group,deals with giving customers an experience to shop with a view and new tagline Brand.New. Central came into existence in 2005 and has been forming a niche of its own since then. It is forming a brand of its own giving competition to its contemporaries like Reliance, Inorbit and Shoppers Stop, Spar etc. Central has a tradition of giving value for money. With Indian customers ready to spend more and more with times to come and demanding value for every single rupee they spend, we can easily see central leading the new India. It caters to the following segments: 34

Womens wear Menswear Tops & Blouses Shirts Denim Trousers T-Shirts Sportswear Ethnic Denim Kids wear T-Shirts Boys Girls Offer Of the Day Lucky Price Hot Deals

SWOT Analysis Strengths Being the first mover of Lifestyle Retailing in the most premium catchments. Largest collection of Brands under one roof. One of the largest parking facility viz a viz Retail Space.

Weaknesses Un-even stock support. Like Blackberry, Arrow, Untrained staff. 35

New POS implementation causing Manual Bills.

Opportunities Brand Introduction in the key areas. Riding on existing Brand Loyalty though being exposed to the major competitive Brands in the catchments. Training of Human Resources to take Service Standards to the next level to ensure point mentioned above.

Threats Unusual temperature in City. Major retail space development in the catchments. Almost 40Million Retail Space planned to be added in mere 6 months.

3.6- PROMOTIONAL EVENTS AT CENTRAL

In todays competitive environment, retailers first need to catch the customers attention for deals to the customers the management of Central always tries some creative campaigns to attract customers and to serve them better than competitor do. Simply providing customers with the products that they want is not enough to survive. Central is doing extremely good in this intense competition and this is also helping them in increasing the foot-fall in the mall. Here are few examples of the Campaigns which Central organize regularly-

Future Group Shopping Festival: This is a very big Shopping Festival for customers of Pune Central. Unlike other offers this festival is not restricted to sectional purchase but on overall purchase from Central. The main aim of this festival is to give their customers a good shopping experience along with good offers, discounts and gift vouchers.

Effect on Sale and other Operational Parameters

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Table No. 1 Future Group Shopping Festival Name of Parameters Event Future Group Shopping Festival
Customer Entry No. of Bills Conversion Rate Bill Size (Amt. of Bill) Basket Size (No. of Items per-bill) Average Selling Price Total Sales (Crores)

Current Year 74,787 30663 41 1733 5.09 340 5.4

Last Year 62465 30112 41 1426 5.01 285 4.29

Growth YOY 20 2 0 22 2 19 26

Do-Denims: This promotion is designed to promote denims of all brands. This main motto of this campaign was to increase the sales and simultaneously make the customers aware of the various fits in different brands of denims at Pune Central. During this campaign, not only the sales of denims increased but sale of shirts & T- shirts was also increased. This campaign was specially designed for targeting Youth.

Effect on Sale and other Operational Parameters

Table No. 2 Do Denims Particulars Do Denims Promo

Last Year Same Period

QTY 2836 1702 1144 AMT IN RS. 2716166 1630427 1095313

Period
Denims Knits Wovens

QTY 3154 1892 1262

AMT IN RS. 3020730 1812438 1208292

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Total Store (Crore) Contribution (Lac) Contribution % to Store

83 54.78 0.66%

Zero Margin Sale: This sale is for only e-zone section of the Pune Central. As the name suggest the main aim of this offer was to increase sale of electronics and to sale the electronic products to the customers on very less prices.

Effect on Sale and other Operational Parameters Table No. 3 Zero Margin Sale Name of Parameters Event
Customer Entry

Current Year 8239 3790 46 2374 6.4 371 90

Last Year 8032 3213 40 1526 5.82 262 49

Growth YOY 3% 18% 15% 56% 10% 42% 84%

Zero Margin No. of Bills Sale (e-zone) Conversion Rate Only 3 Days
Bill Size (Amt. of Bill) Basket Size (No. of Items per-bill) Average Selling Price Total Sales (Lac)

Electrifying Weekly Campaigns: a. Ladies Day out b. Kids Day out c. Flower Decoration d. Beauty Work shops e. Ladies and Kids Dancing Competition f. Singing Competition 38

g. Fashion Shows Effect on Sale and other Operational Parameters Table No. 4 Electrifying Weekends Name of Parameters Event Electrifying Weekly Campaigns
Customer Entry No. of Bills Conversion Rate Bill Size (Amt. of Bill) Basket Size (No. of Items per-bill) Average Selling Price Total Sales (Lac)

Current Year 89976 38690 43 1708 5.08 341 6.6

Last Year 86993 35667 41 1406 5.67 248 5.01

Growth YOY 3% 8% 5% 21% 10% 38% 32%

Gift Voucher Promotions: Apart from regular offers, Central also gives there customer various other reasons to shop more and get gifted. People by purchasing goods from central receive gift vouchers which can be redeemed on next purchase. Few of the example and its effect on sale are explained below. Table No. 5 Gift Voucher Promotions Name of Parameters Event
Customer Entry No. of Bills Conversion Rate Bill Size (Amt. of Bill) Basket Size (No. of Items per-bill) Average Selling Price Total Sales (Lac) 16754 39 15221

Current Year
42,958

Last Year
37,124

Growth YOY 16% 10% -5% 16% -10% 29% 28%

Shop worth Rs.5000 and get G.V of Rs.500*

GV Issued GV Redeemed Table No. 6 Gift Voucher Promotions 2 Name of Parameters Event
Customer Entry No. of Bills

1663 4.8 346 2.78 155 155 Current Year

36,168

41 1436 5.33 269 2.18

Last Year
37,124

Growth YOY 16% 10%

16999

15221

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Shop worth Rs.5000 and get G.V of Rs.600*

Conversion Rate Bill Size (Amt. of Bill) Basket Size (No. of Items per-bill) Average Selling Price Total Sales (Lac)

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GV Issued GV Redeemed

1775 4.43 327 3.01 1200 800

41 1436 5.33 269 2.18

-5% 16% -10% 29% 28%

Check Fest: This campaign is started by both Centrals in Pune. The main purpose of this campaign is to promote Checks during the summer season. This promotion brings the Checks into fashion once again and people liked the way it was promoted. During the campaign, the sales of all the brands in apparel section increased drastically. This campaign was specially designed to target Mens Formal and Casuals section.

Youthopia: This campaign is organized to attract youth. This campaign includes activities like War of DJs and Battle of Bands. As Centrals logo is red and vibrant they organize this event on such a huge platform so that the whole Pune city come to know about the event make the mall alive. In War of DJs various DJs come and take part in the competition and in Battle of Bands various bands gives there rocking performance to win the competition.

End of Season Sale: This is the most awaited sale for the customers of Central. In this sale Central offer Flat 50% discount on all available products in the Mall. Apart from this, these are the various Offers running in the mall in different Brands: Table No. 7 Offers at Central
ADIDAS BEAUTY & 1 HEALTH Adidas Pack Of 4 @ 445 Buy 2 Ajile Mens Sports T-Shirt And Get 30%

2 Ajile Mens 3 Ajile Mens

Off
Buy 2 Ajile Mens Sports T-Shirt And Get 30%

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Off 4 5 6 7 8
Ajile Vest Ajiles Polo AJMAL All Ladies All Men BUY 1 FOR 129 AND 2 FOR 199 Buy 2@499 Ajmal Pack Of 3 @ 449 Buy 1 For 299; 2 For 499; 3 For 649 Buy 2 For 699/- & Buy 3 For 899/Buy 2 Mens Casual Bottom And Get Flat 15% Off Or Buy Any 3 Mens Casual Bottom And Get Flat 20% Off. Buy 2 Mens Casual Bottom And Get Flat 15% Off Or Buy Any 3 Mens Casual Bottom And Get Flat 20% Off. Buy 2 Get 1 Free On Womenswear Knit Tops Only Buy 3 T-Shirts And Get An Eyewear Free Buy Any 3 T-Shirt & Get 1sunglass Free Buy Any 3 T-Shirt & Get 1sunglass Free

9 All Mens 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 8 1 9 2 0 2 1 2 2 2 3 2 4 2 5 2 6 2 7 2
All Mens Allen Solly Allen Solly Allen Solly L Allen Solly M AMERICAN TOURISTER AMERICAN TOURISTER ANT ANT Barbie BARBIE Bare Bare 7214 Polo T Boys Bare 7214 Polo T Girls Bare Denim Bare Denim Mens Shirt Bare Denim Mens Shirt Bare Kids V

10% Off Selcted Eans

American Tourister 30% Off. Puchse Of Rs.1000 And Get 250 Off Purchase Of RS 1000 & Get 250Rs Off Buy Any 4-Way Top And Get 15% Off On Another Barbie Apparel Buy Any 4 Way Tee And Get 15% Off On Another Barbie Apparel BARE KIDS BUY1 @ 249/ BUY2@ 399 BUY 1 @ 249/-, BUY 2 @ 399 Buy 2 For 299 Bare Denim Mens Boxer Shorts Buy 2@ 399 Buy 1 Bare Denim Mens Shirt And Get Rs 400 Off On Second Bare Denim Mens Shirt Buy 1 Bare Denim Mens Shirt And Get Rs 400 Off On Second Bare Denim Mens Shirt Buy 3 For 299

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8 2 9 3 0 3 1 3 2 3 3 3 4 3 5 3 6 3 7 3 8 3 9 4 0 4 1 4 2 4 3 4 4 4 5 4 6 4 7 4 8 4 9 5

Neck & Crew TShirt Bare Ladies ,Rigladies,Honey Bare Ladies Powe T-Shirt Bare Leisure Bare Leisure Bare Leisure Core Twill Bare Leisure Linen CottonShirt Bare Mens Core Jeans BONJOUR C Celio Celio Celio Color Plus Converse Converse Converse Converse Converse Converse Converse Enryca Faces Cosmetics

Buy 1 @ 499, Buy 2 @ 799 Buy 3@449 Buy 2 Bare Leisure Trouse For 1599 Only Buy 2 Bare Leisure Trouse For 1599 Only Buy 2 For 1099 Buy 1@ 799 & 2 @ 1399 Buy2 @ 1599 10% Discount On Selected Articles 20% On Select Styles Buy 3 At 20% Off Rs. 500 OFF ON ALL DENIMS Buy 1 Product And Get 25% Off On The 2nd, Except Denims. BUY COLOR PLUS MERCHANDISE WORTH Rs.3500/- AND GET Rs.500/- OFF". FLAT 499 Converse Footwear @ 699/ Converse Apparel 25% Off Converse Apparel 50% Off Converse Apparel 50% Off Converse Apparel 25% Off FLAT 699 Buy Worth Rs.1500 & Get Tee Worth Rs. 290 Free Flat 20% Off

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0 5 1 FASTRACK 5 2 5 3 5 4 5 5 5 6 5 7 5 8 5 9 6 0 6 1 6 2 6 3 6 4 6 5 6 6 6 7 6 8 6 9 7 0 7 1
FLYING MACHINE FRANCOLEONE Ganuchi Giny & Jony GIORDANO Home Fashion Honey Honey Msg TShirt INC 5 Indigo Nation Jasco Soft Toys Jealous-21 JM Sports Striper John Miller JOHN MILLER Lee Lee Lilliput Lombard Lombard

Flat 25% Off Buy Flying Machine Worth Rs 3499/- And Get A Flying Machine ROUND NECK T-SHIRT Free* Remarks- Promo Applicable On A Single Bill Value Of Stipulated Amount From Flying Machine 20% Discount On Selected Articles 10% Discount On Selected Artilces Purchase Worth Rs. 2500 & Get GV(Brand) Worth Rs. 250/Flat 25% Off On GIORDANO Flat 1499 Buy3@449 On Honey Spaghetti Buy 3@449 15% Discount On Selected Articles Flat 20% Disc On Selected Articles 50% Flat Discount Buy 1 @ 299, Buy 2 @ 449/-,Buy 3 @ 599 Buy 1 At 499 , 2 At 799 Buy 2 Get 1 Free In John Miller John Miller Pack Of 3 @ 279 Buy Worth Rs. 3499 & Get T-Shirt Worth Rs. 899 Free Buy Worth Rs. 3499 & Get T-Shirt Worth Rs. 899 Free Buy 3 Merchandise Get 4th Merchandise With Lowest MRP Free. Buy1@10% Off & 2@25 Off On Lomabrd Shirts Buy 1 @10% Off And 2@25% Off On Lomabrd Trousers

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7 2 7 3 7 4 7 5 7 6 7 7 7 8 7 9 8 0 8 1 8 2 8 3 8 4 8 5 8 6 8 7 8 8 8 9 9 0 9 1

Lombard Lombard Louis P Footwear LOUIS PHILIP Mascot Mascot Mascot Mattel Mattel Mattel Mattel Mix My Tee Nike NOI Peppermint PLAY BOY Playboy Promo RED TAPE REEBOK

Buy 1 @10% Off And 2@25% Off On Lomabrd Shirts Buy 1 @10% Off And 2@25% Off On Lomabrd Trousers Purchase Any FW & Get Wallet Free RS 1000 OFF ON MRP Offer Price 499 Offer Price 799 Offer Price 999 20% Flat Discount 30% Flat Discount 50% Flat Discount Buy 2 Get 1 Flat 15% Off Buy 3@449 EOSS 2011-Nike Flat 1499 Noi Scarf Rs 199 Free On 799 &Abv BUY WORTH Rs 2500/- & Above, Get Rs 250/OFF. Playboy Pack Of 3 @ 499 10% Discount On Selected Artilces Purchase Worth Rs 5000/- And Get GV Worth Rs600/-Abs Free 20% Discount On Selected Articles Reebok Pack Of 4 @ 495

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92 Reid & Taylor 93 94 95 96

Reid & Taylor Remanika Remanika Remanika Rig Kids

On Purchase Of Reid & Taylor Merchandise Worth Rs.4995/- Get Rs. 2295/- Accessory Gift Pack (Tie, Cufflink & Pocket Square) On Purchase Of Reid & Taylor Merchandise Worth Rs.4995/- Get Rs. 2295/- Accessory Gift Pack (Tie, Cufflink & Pocket Square) Buy worth Rs2000&Get A scarf worth Rs 450 40% On Select Styles Remanika Flat 25% Off

Graphic Tee (As Per Articles 97 List) Buy 2 @349

Rig Kids

Graphic Tee (As Per Articles 98 List) Buy 2 @449 Buy 1 Rig Mens Shirt And Get 400 Rs Off On 99 Rig Mens Second Shirt 10 Buy One Rig Riner Tee And Get Rs 100 Off 0 Rig Mens On Second Rig Ringer Tee 10 Buy 1 Rig Mens Shirt And Get 400 Rs Off On 1 Rig Mens Second Shirt 10 Buy One Riner Tee And Get Rs 100 Off On 2 Rig Mens Second Ringer Tee 10 Rig Mens 3 Graphic Tee BUY 1@ 349; BUY 2 @ 599 10 Sach Crew Neck 4 T-Shirt Buy 3 For 349 10 Sach Polo Pique 5 T-Shirt Buy 2 For 349 10 6 Scullerforher Buy Anye Selected Marchandise & Get 20% Off 10 Buy Any 2 Garment And Get 25% Off On 7 Seals Both 10 8 Seals Buy Any 2 @ 25% Off 10 9 Spalding Converse Spalding Slip Buy 2 For 399 11 Spalding Tees Offer - Buy 2@ 699 Buy 3 For 0 Spalding 899/11 1 Spalding Spalding Btwwear Buy 2 Get 25% Off 11 ON SKD, KURTIS & DRESS MATERIALS, 2 Sushila B1-10% Off, B2 - 15% Off, B3 - 20% Off

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11 3 11 4 11 5 11 6 11 7 11 8 11 9 12 0 12 1 12 2 12 3 12 5 12 6 12 7 12 8 12 9 13 0 13 1 13 2 13 3 13 4 13 5

TARZ TARZ TARZ TOYS TOYS TOYS TOYS TOYS Tracer TURTLE Turtle Umm Mens Umm Mens Urbana Wills L Wills M Wrangler Zapak ZERO GRAVITY BIBA BIBA Sculler For Her

TARZ25%OFF TARZ40%OFF TARZ45%OFF Flat Price 1749 For (Article Number 300676239) 50% Flat Discount Offer Price 499 Offer Price 799 Offer Price 999 Flat 50% ON PURCHASE ANY MERCHANDISE WORTH RS 2895 AND ABOVE - GET TURTL WATCH OF RS 995 @ RS 99 ONLY Get Rs 500/ - On Selected Jackets In Turtle Buy 1 UMM Mens Shirt And Get Rs 400 Off On Second Shirt Buy 1 UMM Mens Shirt And Get Rs 400 Off On Second Shirt Flat 20% Disc On Selected Articles Urbana Buy Worth RS.2999 & Get GV 750 Free Buy Worth RS.2999 & Get GV 750 Free Buy Worth Rs. 2995 & Get T-Shirt Upto Worth Rs. 795 Free (I.E. Both Mens Or Ladies Which Ever Customer Likes) Flat Price 1749 For (Article Number: 300676239) Zero Gravity Pack Of 4 @ 369 Biba SKD Buy 1 &Get 15% On Seco BIBA Kurta Buy 2 & Get 25% On Thrd Sculler For Her Flat 799

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13 6 Wills Mens 13 7 Success 13 8 Success

Buy Worth Rs. 2899/- And Get Any Next Garment At Rs 999 RS 200 OFF ON PURCHASE OF ANY SUCCESS BLAZER RS 300 OFF ON PURCHASE OF SUCCESS ANY SUIT

Joint Ventures with International Brands

Indus League Clothing that owns leading apparel brands like Indigo Nation, Scullers and Urban Yoga Galaxy Entertainment Limited that operates Bowling Co, Sports Bar, F123 and Brew Bar French retailer ETAM group, US-based stationary products retailer, Staples and UKbased Lee Cooper. Franchisee of international brands like Marks & Spencer, Next, Debenhams and Guess in India

Future Capital Holdings The financial services of Future Group are taken care by Future Capital Holdings. These include:

Asset Management and consumer credit are the prime focus financial services. Around 1 billion USD have been invested in retail real estate and consumer brands outlets and hotels.

Future Money - It is a financial supermarket format providing consumer credit Joint venture with Italian insurance major Genaral Insurance for providing general insurance services. Venture Capital Funds and Private Equity Funds through kshitijfund.com

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Capital Holdings, the groups financial arm provides investment advisory to assets worth over $1 Billion that are being invested in consumer brands and companies, real estate, hotels and logistics.

It also operates a consumer finance arm with branches in 150 locations.

BPO (Business Process Outsourcing) Future Group has made major investments in BPO industry as a venture into the Information Technology Enabled services (ITES) industry. Future Group has subsidiaries offering IT based solutions. These include:

Language Services Software Development Content Engineering

Future Media Future Group has invested in digital media and computer technology for creating innovative and interactive multimedia presentations. These include: Multimedia Production Broadcasting Publishing Designing

Security Management Future Group is considered as a reliable tailor-made business and security services provider. They develop their own software and machines for security services. These include:

Access Control Systems Time Attendance Systems CCTV Alarm Management Systems

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Construction Future Group brings to you their past experience in quality construction for building and renovating buildings for leasing to business. Future Group is also involved in the designing, financing and legal considerations of the project undertaken. The construction activities of Future Group in India include:

Leasing Landscaping

Supply Chain Future Supply Chain Solutions Limited (FSCS), a specialized subsidiary, offers strategic, focused and consolidated approach to meet the groups large supply chain requirements as well as those of select supply and business partners. The Future Supply Chain Solutions team currently oversees the operations of an existing fleet of over 600 dedicated trucks, contracted from established regional and national transport carriers, most of which are now equipped with GPS sets. In addition it provides integrated end-to-end SCM, warehousing and distribution, multi-modal transportation and container freight station. The total consolidated warehouse space that the company intends to have operational by 201011 is nearly 7.50 million square feet. Knowledge Services Future Knowledge Services is a retail technology service provider for High quality, low cost services model catering to the entire retail value chain.Provide consolidated Technology Support, Business Process Management and Contact Centre for all group companies and partners. Its key partners include Wipro, SAP and Cisco.SAP as the backbone provider, ensures connectivity throughout the groups retail formats, warehouses, vendor partners and allied businesses. In addition VPN and Business Intelligence and Data Warehousing tools have also been incorporated as a robust decision making enabler.

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3.7- Company Timeline/Major Milestones

1987: Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, Indias first formal trouser brand.

1991: Launch of BARE, the Indian jeans brand.

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

1994: The Pantaloon Shoppe exclusive menswear store in franchisee format launched across the nation. The company starts the distribution of branded garments through multi-brand retail outlets across the nation.

1995: John Miller Formal shirt brand launched. 1997: Pantaloons Indias family store launched in Kolkata.

2001: Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket chain launched. 2002: Food Bazaar, the supermarket chain is launched.

2004: Central Shop, Eat, Celebrate In The Heart Of Our City - Indias first seamless mall is launched in Bangalore.

2005: Fashion Station - the popular fashion chain is launched ALL a little larger - exclusive stores for plus-size individuals is launched.

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2006: Future Capital Holdings, the companys financial arm launches real estate funds Kshitij and Horizon and private equity fund Indivision. Plans forays into insurance and consumer credit. Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot and futurebazaar.com are launched across the nation.Group enters into joint venture agreements with ETAM Group.

2007: Future Group crosses $1 billion turnover mark Specialized companies in retail media, logistics, IPR and brand development and retail-led technology services become operational. Pantaloon Retail wins the International Retailer of the Year at US-based National Retail Federation convention in New York and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona. Futurebazaar.com becomes Indias most popular shopping portal.

2008: Future Capital Holdings becomes the second group company to make a successful Initial Public Offering in the Indian capital markets Future Generali launches life and non-life insurance products for the Indian market Big Bazaar crosses the 100-store mark, marking the fastest ever expansion of a hypermarket format anywhere in the world. Total operational retail space crosses 10 million square feet mark. Future Group acquires rural retail chain, Aadhar present in 65 rural locations

2009: Future Group celebrates its first Shopping Festival across all retail formats in key Indian cities. Future Innoversity starts its campuses in Ahmedabad, Bangalore and Kolkata to offer degree programs through a tie-up with IGNOU. Future Group partners with Hong Kong-based Li & Fung Group to strengthen its supply chain and logistics network across the country. 2010: Future Group launches its telecom brand T24 in partnership with Tata Teleservices to provide additional loyalty benefits to its customers. Future Group launches products in key FMCG categories through Sach, a brand co-created with Sachin Tendulkar. Future Group connects over 4000 small and medium Indian manufacturers and entrepreneurs with consumers.

2011: April 2011 KBs Fairprice celebrates opening its 200 stores in India May 2011 Future Supply Chains becomes ISO certified.

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Beliefs Future Group believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the groups core value of Indianness. The groups corporate credo is, Rewrite rules, Retain values. Leadership The Group has developed a strong senior management team with cross-functional expertise in multiple businesses and is led by its Founder and Group CEO, Kishore Biyani. Kishore Biyani founded Pantaloons in 1997, followed by a number of popular retail formats including Big Bazaar, Central, Food Bazaar, Brand Factory and Home Town, that now cater to almost the entire consumption basket of a wide cross-section of Indian consumers. In the recent years, Kishore Biyani has led the groups transformation into one of Indias leading business houses with presence in capital, consumer finance, insurance, brand development, retail real estate development and logistics. A staunch believer in the groups corporate credo, Rewrite Rules, Retain Values, Kishore Biyani considers Indianness as the core value driving the group. Kishore Biyani was born in August 1961 and is married to Sangita and they have two daughters. He recently authored a book, It Happened In India that captures his entrepreneurial journey and the growth of modern retailing in India.

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CHAPTER- 4
_____________________________________________________________

OBJECTIVES & SCOPE OF RESEARCH

53

4.1 -Objectives of Research:

4.2 -Scope of Research:

1) The scope of the study is limited only to the Pune city. 2) The scope of the study covers almost all the department i.e. marketing, visual merchandising, operations, etc. 3) The main purpose of the survey is to throw light on importance of promotional campaigns & offers in building brand image. 4) It includes the various activities which are carried out to entice the customers to enter the mall and increase the Foot-Falls. 5) These activities help in increasing conversion rate of the mall.

CHAPTER- 5
____________________________________________________________

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RESEARCH METHODOLOGY

5.1- RESEARCH METHODOLOGY DEFINITION: Research refers to a search for knowledge. It can be defined as a scientific and systematic
search for pertinent information on a specific topic. Research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deduction and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis Clifford Wood.

It is a way to systematically solve the research problem. It may be understood as science of studying how research is done scientifically. In it we study the various steps that are generally adopted by the researcher in studying his research problem along with the logic behind them. In general methodology is an optional framework within which the facts are placed so that the

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meaning may be seen more clearly. The sources of data shown that designing of a research plan calls for decision on the data sources are research approaches (primary and secondary data) research instruments (observation survey experiment) sampling plan and contact methods (personal interviews).

5.2- RESEARCH DESIGN :

A research design is the determination and statement of the general research approach or strategy adopted for the particular project. It is the heart of the planning. If the design adheres to the research objectives, it will ensure that the client need will be served. Research design is a plan structured and strategies of investigation. It is the arrangement of condition and analysis of data in a manner to combine relevance to the research purpose with economy in procedure. In order to achieve the objective it was necessary to talk to the customers and public to draws the conclusions regarding the objective. For visiting the customers and publics to collect the relevant information; a questionnaire has to be designed. The questionnaire was designed in such a manner to achieve the objective of the research. The sample size taken is 120 customers and publics.

1 TYPE OF RESEARCH - Descriptive Research

In this project Descriptive Research has been used. This is kind of research structure which is concerned with describing the characteristics of the problem. In this way the main purpose of such a research design is to present a descriptive picture about the marketing problem on the basis of actual facts. For this it is important to obtain the complete and actual information about the subjects.

5.3- SAMPLE DESIGN & SELECTION OF THE SAMPLE

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This is one of the most important steps of a research design procedure. Generally in most of the marketing studies on sample or most of the sub group of the total population pertaining to the subject is included on the place of the universe. The following things are primarily considered in the sample: Sample Size

The sample size of the population was 120 respondents. Sample Population

Retail Customers of Pune City. Koregaon Park Viman Nagar D.P. Road Sample Extent

Sampling Methods

The sampling method for the survey was Random Area sampling. Area Random sampling suggest away of sample selection where in any item of the population is likely to be selected in a sample as any other item it means that all items of the population have equal probability of being selected in the sample. While selecting respondents, only those people are selected who comes to Central for either shopping or roaming.

SOURCE OF DATA
PRIMARY DATA

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The data which is collected fresh and for the first time and thus happen to be the original one characteristic is called as the primary data.

SOURCES:
Questionnaire: In this project I have taken the questionnaire method for collecting necessary information. In this method a questionnaire is given to the person concerned with question to answers the question and return the questionnaire. A questionnaire consists of number of question printed in a definite order on a form or a set of form.

SECONDARY DATA The data which is already collected by someone else and which have been passed through the statistical process is known as the secondary data.

SOURCES:
http://www.futuregroup.in/about-us/about-group.html http://www.pantaloonretail.in/businesses/retail-formats.html www.google.com http://en.wikipedia.org/wiki/Future_Group http://www.scribd.com/doc/47946357/Pantaloons

Data Analysis Technique: Charts, graphs & tables.

5.4- LIMITATIONS:
Taking interview of the respondents was quite a difficult job. The study of promotional activity was conducted only in the city of Pune. The Promotional Campaigns & Activities were organized only at Central.

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 Limited response from respondent response may not reveal the accurate picture as accurate data was not revealed by the respective respondents. Some customers have been found to have biasness in their response because of good and bad experience of customer service at Central. Most of concern person were busy with their work. Many of the respondents did not submit their form properly filled. The data is collected from the selected areas in Pune. Whole population is not covered in the survey. Lack of time, as the study was conducted only for the period of two months.

However in spite of these limitations all efforts have been put to make the project correct, effective, and genuine.

CHAPTER- 6
_____________________________________________________________

DATA ANALYSIS &

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INTERPRETATION

6.1 -DATA ANALYSIS AND INTERPRETATION

Q.1 Is this your first visit to Central? Yes No If No, How often do you visit Central? Once a month : Twice a month Once in two months : If different, Please specify : Table No.8- First Visit at Pune Central. Particulars Yes No

: ....

Frequency 12 108

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Graph No. 1- Break-up of customers according to there visit.

Table No.9- Shopping Frequency of Customers Once a Twice a Once in 2 Month Month Months No. Of 41 26 29 Shoppers

Any other 12

Graph No.2 Break-up of Shopping frequency at Central. Interpretation:

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We can easily interpret that maximum customers have come to Central for second time but this also means that being one of the oldest mall of Pune, new customers are still coming in the mall. We can see that maximum number of customers shop from Central once in a month (38%) and once in 2 months (27%) out of the total population of 108 respondents. This means a good number of customers make repeat purchase from the mall with in the period of 1 month. This also implies that the customer base of Pune Central is quite loyal which is good for Central.

Q.2 Did you visit after seeing any advertisement or any other communication?(Please tick) Yes No If Yes, what did you see (Pls tick) Press ad Hoardings Communication outside the store From friends & relatives SMS & Mailers Regular Visit

Table No. 10- Customers visit after seeing any advertisement or communication. Particulars Frequency Yes 69 No 51

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Graph No. 3- Break-up of customers visit after seeing any advertisement or communication. Table No. 11- Modes of communication. Modes Press ad Hoardings Communication outside the store From friends & relatives SMS & Mailers Regular Visit

Frequency 7 12 23 8 19 51

Graph No. 4- Percentage wise break-up of various modes of communication used by Central. Interpretation: From Table & Graph No. 3, we can see that people come to Central not only because of any advertisement or external communication but also because they are regular customer. Central also communicate about the events and activations of the central from the huge data base of customers through SMS, Mailers, Communication in the store, etc. Table & Graph No. 4 represents the break-up of modes of communication by which customers come to know about various offers & promotions of the Central. In this graph we can easily see that Store Display is dominating contributing 25%.

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This means Visual Merchandising Dept of Central doing its best to communicate all customers about various offers, events, activations etc. Other modes like sms, press add, friends & relatives etc are also contributing well as far as communication part is taken into consideration.

Q.3 What do you mostly shop for at Pune Central? (Multiple Ticks are allowed) Apparels Footwear Perfumes & Cosmetics Jewellery, watches & Accessories Food Bazaar Electronics If any other please specify Table No.12 Shopping preference of customers of Central Parameters Apparels 57 Footwear 21 Perfumes & Cosmetics 19 Jewellery, watches & Accessories 13 Food Bazaar 43 Electronics 13 Any other 6

Frequency

Graph No. 5- Break-up of shopping preference of customers of Central. 64

Interpretation: Above graph gives a clear picture that most of the customers of Central shop for apparels and eatables & home needs from Central. A good number of people also purchases footwear, perfumes, cosmetics, electronics, etc. We can also interpret that Centrals maximum revenue comes from Apparels and that is the reason Central have huge range and selection of Brands in apparel in both ladies & gents segment.

Q.4 Did you see any specific promotion in the store? Yes No If Yes, please indicate the name of the promotion activity. Table No.13- Awareness about specific promotional event. Particulars Frequency Yes 107 No 13

Graph No. 6- Break-up of awareness about specific promotional event. Interpretation: From the above table & graph clearly depicts that people when come to the store they come to know about the offers & events. 65

Maximum people said that they really like Do-Denims & Christmas Carnival. The way these events were conducted was really very good. Once again the credit goes to VM Dept. of Central.

Q.5 What do you like most about Pune Central? (Multiple Ticks are allowed) Brands/Selections Availability Discounts / Offers / Promotions Music and Ambience of the mall Weekend Promotional Events Gift vouchers Customer Service Quality If any other please specify Table No.14- Break-up of customers of Central for what they like about Central. Parameters Frequency Brands/Selections Availability 49 Discounts / Offers / Promotions 41 Music and Ambience of the mall 39 Weekend Promotional Events 47 Gift vouchers 33 Customer Service Quality 22 Any other 14

Graph No. 7- Break-up of customers of Central for what they like about Central.

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Interpretation: This graph gives the clear picture that people really like the brands, weekend Events, discounts & offers etc that Central gives to the customer. All such activities and offers are really helping Central to outstand the competition. This also helps Central in building his brand equity and ultimately increase the revenue.

Q.6 What factors drive you to Shop at Central? (Multiple Ticks are allowed) Brands/Selections Availability Discounts / Offers / Promotions Music and ambience of the mall Weekend Promotional Campaigns Gift vouchers Customer Service Quality If any other please specify Table No.15- Various factors that drives people to shop from Central. Factors Frequency Brands/Selections Availability 38 Discounts / Offers / Promotions 56 Music and ambience of the mall 31 Weekend Promotional Campaigns 41 Gift vouchers 26 Customer Service Quality 23 Any other 9

Graph No. 8- Break-up of various factors that drive people to shop from Central. Interpretation:

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From the above graph we can easily interprete that discount and offers at Central really attract the people to shop more. Week end events also play vital role in increasing foot-falls and conversion rate. Availability of well-known international and national brands provides better options. Ambience, Music,Gift vouchers, Customer service quality also influence the purchasing behaviour of customer.

Q.7 During which of these Promotional Events you visited Pune Central? (Multiple Ticks are allowed) Future Group Shopping Festival Do Denims Youthopia Electronics Zero Margin Sale End of Season Sale Christmas Carnival If any other, please specify.. Table No.16- Number of people experienced different promotional activities. Activities Frequency Future Group Shopping Festival 12 Do Denims 47 Youthopia 78 Electronics Zero Margin Sale 26 End of Season Sale 69 Christmas Carnival 33 Any other 16

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Graph No.9- Break-up of people experienced different promotional activities. Interpretation: From the above graph we can see that the huge number of people visited the store during Youthopia, FGSF and End of Season Sale. Youthopia includes War of DJ & Battle of Bands, as these activities are organized on large platform helps in fetching good number of people. On the other hand EOSS, Do Denims, Zero Margin etc also attracted handsome number of customers and not only this, these events helps in achieving the target of mall given by the head office. The sales during these events are also very good. These events help Central to differentiate itself from competitors and standout the competition.

Q.8 Promotional Events and Offers entice you to shop more Agree Disagree Not Sure

Table No. 17- Perception of respondents on effectiveness of Promotional Events on there shopping experience. Agree Disagree Not Sure No. of Respondents 89 18 13

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Graph No. 10- Percentagewise break-up of perception of respondents on effectiveness of Promotional Events on there shopping experience. Interpretation: From the above table & graph we can see that promotional events really entice the customers to shop or even shop more This also helps in increasing the walk-ins of the mall and ultimate increase the conversion rate. Maximum respondents get attracted by these events take advantage of the offers available in the mall. This is one of the unique ways of attracting target customers adopted by Central.

Q.9 How would you rate the Promotional campaigns at Pune Central? Excellent Good Average Poor Very Poor

Table No. 18- Ratings given by the customers to the Promotional campaigns at Pune Central. Ratings Frequency Excellent 41 Good 44 Average 31 Poor 3 Very Poor 1

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Graph No. 11- Ratings given by the customers to the Promotional campaigns at Pune Central. Interpretation: From the above diagram we can see that customers of Central like these activities as many of them rate these activities excellent (41), good (44) and average (31) This also motivates the organizer to organize continuously something creative to meet the expectations of the customer to delight them every time. Q.10 Below mentioned are some additional service provided by Pune Central for there customers please rate them: Average Good Excellent Beauty Central Gift Central Wi-fi Central DJ Central Table No. 19- Ratings and Frequency for additional services provided by Central to his customers. Ratings Beauty Central Gift Central Wi-Fi Central DJ Central Average 48 15 19 38 Good 47 63 58 49 Excellent 25 42 43 33

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Graph No. 12- Ratings and Frequency for additional services provided by Central to his customers. Interpretations: Central is also giving there customers some additional services mentioned above to out smart the competition. From the above graph we can interpret that customers are satisfied from these Add-ons but for Wi-Fi Central, people are not that much satisfied. We can see that the performance is below average.

Q.12 How would you rate Pune Central on the merchandise availability? Average Selection of Brands Fashion & Style Overall range & sizes available Good Excellent

Table No. 20- Ratings and Frequency for additional services provided by Central to his customers. Ratings Selection of Brands Fashion & Style Overall range & sizes available Average 21 46 27 Good 56 35 51 Excellent 43 39 42 72

Graph No. 13- Ratings given by customers on merchandise availability. Interpretation: From the above details we can see that with all of the above parameters customers are pretty much satisfied. Many of the customers had given excellent as a rating in all of the parameters, which is good sign for Central.

Q.14 How would you rate the Central on the following Service dimensions: a) RELIABILITY: Accuracy of billing, Meeting promised service dependably. i) Excellent ii) Good iii) Average iv) Poor v) Very Poor b) ASSURANCE: Guarantee and Warrantees & return policy and ability to built trust. i) Excellent ii) Good iii) Average iv) Poor v) Very Poor c) TANGIBILITY: Physical appearance, facilities, equipments of the store. i) Excellent ii) Good iii) Average iv) Poor v) Very Poor d) EMPATHY: Customized service, individual attention, E-mail, Recognition by name. i) Excellent ii) Good iii) Average iv) Poor v) Very Poor

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e) RESPONSIVNESS: Giving Prompt service, Willingness to help customer. i) Excellent ii) Very good iii) Good iv) Poor v) Very Poor

Table No. 21- Ratings on different service quality dimensions. Ratings Reliability Assurance Tangibility Empathy Excellent 33 36 31 22 Good 37 39 43 19 Average 26 29 28 49 Poor 17 11 9 21 Very Poor 7 5 9 9

Responsiveness 17 43 39 16 6

Graph No. 14- Break-up of Ratings given on different service quality dimensions. Interpretation: As we can see that on all the service quality dimensions the performance of Central is satisfactory but this is not what the top management is expecting from the staff of Central. They need to improve on all the dimensions to overcome the competition because this is one of the key areas to differentiate themselves from other competitors to win the customers.

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CHAPTER- 7
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OBSERVATIONS & FINDINGS

7.1 -OBSERVATIONS AND FINDINGS

1- OBSERVATIONS: Most of the customers are regular and loyal shoppers of the Central. SMS & Mailers and Communications inside & outside are the major modes of communicating the customers. 75

 Central 1 at Bund garden road is facing stiff competition from the other big retail stores in the area near by. Central is the No. 1 Life Style Retail Store Pune. Promotional Events and Offers really entice the shoppers of Central to shop more. Customers really like the additional services like Wi-Fi, DJ, Gift Central etc. at Central. The promotional strategies are very effective. A maximum customer of Central comes to purchase Apparels & House hold needs. The rating given by the customer to Central on overall merchandising availability is very good.

2- FINDINGS: Customer Satisfaction Level: It can be inferred from the survey that customer satisfaction level of customers is good but as far as behavior of staff is concerned the customers are not satisfied. Customer Perception: Customer perception is fair about the brand Central. Customer Loyalty & Retention: The term customer loyalty is used to describe the behavior of repeat customers, as well as those that offer good ratings, reviews, or testimonials. It is seen that Customer acquisition rate is very low as compared to lost customers rate every year even the customer base of the Central is loyal who visit and make purchase regularly from central.

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CHAPTER_____________________________________________________________

CONCLUSION

8.1 -CONCLUSION:

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1. The Promotional Events plays very important role in increasing sale of the mall. The overall sale of the mall increased by 32% during these weekend activities. 2. The Promotional Events also plays very important role in increasing foot-falls in the mall by attracting good number of customers. Instead of monsoon the customer entry increases by 3%. 3. Promotional Events helps in increasing the conversion rate of the mall. This time the conversion rate increases by 5%. 4. The regular as well as other customers of Central are well aware of various offers & promo running in the mall. Store display and SMS & Mailers are the major modes of communication to the customers. 5. Customers of Central are Discount/Offers conscious. Maximum number of customers gets attracted by Discounts & Offers, Weekend events, availability of brands etc. 6. These Events & Offers are very effective as many customers take advantage of these offers and events. These events and offers had also increased the foot-falls by 3%, No. of Bills by 8%, conversion rate by 5%, Bill Size by 21%, Average Selling Price by 38% and Total Sales by 32%. 7. The customer base of Central is increased as these activities helps in fetching new as well as existing customers to Shop, Eat & Celebrate! 8. The customers are loyal to the Central as 51% of the respondents are found regular shoppers of the Central. 9. The customer of Pune Central are satisfied as 41, 44 & 31 respondents said that the merchandise availability and customer service delivery are respectively Excellent, Good & Average at Central.

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CHAPTER- 9
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RECOMMENDATIONS & SUGGESTIONS

9.1- RECOMMENDATIONS/ SUGGESTIONS

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1. To attract the new customers the management needs to renew the interior & exterior of the mall.:- By making interior more spacious through proper allocation of merchandises and exterior by making it more attractive adding an eye catching factors and setting up glowing lights in the night. 2. To outsmart the competition, they need to take the advantage of the Location by designing new marketing strategies according to the need and demand of Target Customers.:- By Organizing customer engagement games at societies in the catchment area to create a successful Brand Recall or giving additional benefits to customer by giving additional discounts. 3. Try to improve the product knowledge, knowledge about the offers & promotions, communication skills of sales staff as they are the representative of the organization in front of customers:- By giving them proper training regarding the merchandises they are serving and also about the knowledge of running offers running in the store. 4. Try to improve the connectivity of Wi-Fi Central. 5. Include Kids Zone in their Marketing Strategies. 6. Need to work on customer satisfaction and customer retention strategies to beat the competition.

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____________________________________________________________

REFERENCES

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REFERENCES Books:
1) Principles Of Marketing Philip Kotler. 2) Research Methodology C.R. Kothari. 3) Mall Management Abhijit Das 4) Retail Management Gibson G. Vedamani 5) Retail Management Swapna Pradhan

Webliography:
1) www.futuregroup.in 2) www.scribd.com 3) www.wikipedia.com 4) www.google.com 5) www.pantaloon.com

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ANNEXURE

QUESTIONNAIRE Date ___________

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Dear Sir/Madam, We are doing a brief survey to find out the impact of various Promotional Events, Activations & Offers at Pune Central. We would be grateful if you could spare a few minutes to participate in it and we assure that this information taken will be purely used for academics purpose and this will also helps us in filling the service delivery gaps. Thank you for your cooperation. Questions: Q.1 Is this your first visit to Central? Yes No If No, How often do you visit Central? (Pls tick) Once a month Twice a month Once in two months If different, Please specify

: : : : ....

Q.2 Did you visit after seeing any advertisement or any other communication?(Please tick) Yes No If Yes, what did you see (Pls tick) Press ad Hoardings Communication outside the store From friends & relatives SMS & Mailers Regular Visit Q.3 What do you mostly shop for at Pune Central? (Multiple Ticks are allowed) Apparels Footwear Perfumes & Cosmetics Jewellery, watches & Accessories Food Bazaar Electronics If any other please specify Q.4 Did you see any specific promotion in the store? Yes No If Yes, please indicate the name of the promotion activity.

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Q.5 What do you like most about Pune Central? (Multiple Ticks are allowed) Brands/Selections Availability Discounts / Offers / Promotions Music and Ambience of the mall Weekend Promotional Events Gift vouchers Customer Service Quality If any other please specify

Q.6 What factors drive you to Shop at Central? (Multiple Ticks are allowed) Brands/Selections Availability Discounts / Offers / Promotions Music and ambience of the mall Weekend Promotional Events Gift vouchers Customer Service Quality If any other please specify

Q.7 During which of these Promotional Events you visited Pune Central? (Multiple Ticks are allowed) Future Group Shopping Festival Do Denims Youthopia Electronics Zero Margin Sale End of Season Sale Christmas Carnival If any other, please specify..

Q.8 Promotional Events and Offers entice you to shop more Agree Disagree Not Sure Q.9 How would you rate the Promotional Events & Offers at Pune Central? Excellent Good Average Poor Very Poor

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Q.10 Below mentioned are some additional service provided by Pune Central for there customers please rate them: Average Beauty Central Gift Central Wi-fi Central DJ Central Q.11 How would you rate Pune Central on the merchandise availability? Average Selection of Brands Fashion & Style Overall range & sizes available Good Excellent Good Excellent

Q.12 How would you rate the Central on the following Service dimensions: a) RELIABILITY: Accuracy of billing, Meeting promised service dependably. i) Excellent ii) Good iii) Average iv) Poor v) Very Poor b) ASSURANCE: Guarantee and Warrantees & return policy and ability to built trust. i) Excellent ii) Good iii) Average iv) Poor v) Very Poor c) TANGIBILITY: Physical appearance, facilities, equipments of the store. i) Excellent ii) Good iii) Average iv) Poor v) Very Poor d) EMPATHY: Customized service, individual attention, E-mail, Recognition by name. i) Excellent ii) Good iii) Average iv) Poor v) Very Poor e) RESPONSIVNESS: Giving Prompt service, Willingness to help customer. i) Excellent ii) Very good iii) Good iv) Fair v) Poor

Q.13 Do you have any suggestions for us to improve your shopping experience at Central? 87

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Please help us with the following details:

Full name: Mobile no.: Email ID: Occupation: Please tick Student Self employed Service Housewife Address (please share complete address with locality details): Landline no.:

Thank you for your time

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