CHAPTER-1

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INTRODUCTION

Marketing

Marketing deals with identifying and meeting human and social needs. One of the shortest definitions
of marketing is ''meeting needs profitably''. Chartered Institute of Marketing defined marketing as ''the
process of identifying, satisfying and anticipating consumer needs profitably.'' All the marketing
process focuses on what consumers need, and then to satisfy that need profitably. The Father of
Marketing, Philip Kotler defined marketing as, '' the process of planning and executing the conception
of pricing, promotion and distribution of goods, services and ideas in order to create demand, that will
satisfy the organizational and individual needs'' Marketing is the process by which companies create
customer interest in goods or services. It generates the strategy that underlines sales techniques,
business communication and business developments. It is an integrated process through which
companies build strong customer relationships and create value for their customers and for
themselves.

Promotion
The specification of five elements creates a promotional mix or promotional plan. These elements are
personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix
specifies how much attention to pay to each of the five subcategories, and how much money to budget
for each. A promotional plan can have a wide range of objectives, including: sales increases, new
product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of
a corporate image. Fundamentally, however there are three basic objectives of promotion. These are:
1. To present information to consumers as well as others.
2. To increase demand.
3. To differentiate a product.
There are different ways to promote a product in different areas of media. Promoters use internet
advertisement, special events, endorsements, and newspapers to advertise their product. Many times
with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to
increase the sales of a given product.

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Advertisement
Advertising is any paid form of non-personal presentation and promotion of ideas, goods , or services
by an identified sponsor. Advertisers include not only business firms, but also museums, charitable
organizations, and government agencies that direct messages to target public. Advertising is a form of
direct persuasive communication to the target market which attempts to stimulate demand for the
generic product category, promotes the key benefits or use of individual brands, or influences the
consumer psychologically in such a manner that it may encourage sales at some future point of time.
Advertising not only projects the brand into the perspective vision of the consumer but is, more
importantly, the instruments that imparts a distinct personality and image to a brand. Ads are costeffective way to disseminate messages, whether to build brand preference for Coca-Cola or to educate
people to avoid hard drugs.

Sales Promotion
Any activity made to boost up the sales, is called Sales Promotion. It is a key ingredient in marketing
campaigns, consists of a diverse collection of incentive tools, mostly short term, designed to stimulate
quicker or greater purchase of particular products or services by consumers or the trade. Whereas
Advertising offers a reason to buy, sales promotion offers a incentive to buy. Sales Promotion includes
tools for consumer promotion (Samples, coupons, cash refund offers, price off, premiums, prizes,
patronage awards, free trails, warranties, tie-in-promotions, point-of-purchase displays, and
demonstrations).
Compared to any other element of the promotional mix, sales promotion is more action oriented. It
helps in stimulating the customers to buy a product. Increasing concern for value for money among
customers has brought sales promotion to the centre stage, as customer have become more responsive to
promotional offers, discount/gift coupons and point of purchase displays.

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OBJECTIVES OF THE STUDY

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OBJECTIVES OF THE STUDY

1.2
The specific objectives are as follows:-

i. To study the Sales Promotional tools applied by CENTRAL-Shopping Mall

ii. To analyze the Advertisement strategies used by the Shopping Mall.
iii. To find out the challenges of creating Brand Awareness by the Shopping Mall

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IMPORTANCE OF THE STUDY

IMPORTANCE OF THE STUDY

1.3
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The Study of this project will help out in understanding the various aspects about the promotional
strategies applied by Central-Shopping Mall, and also can be learned that what the various Retail format
usually use the promotional strategies to promote their product.

The Importance of the study are:

It helps in understanding the various advertisement and sales promotional techniques used by
Central-Shopping Mall
It also helps in understanding the impact of the promotional tools over the customers
Helps in analyzing the impact of individual promotional activities.

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LIMITATIONS OF THE STUDY

LIMITATIONS OF THE STUDY

1.4
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 The study and the research will be limited to the Hyderabad geographical region only.

The research will carry out the typical and special characteristics of the Retail industry only.

Time Limit restricts detailed survey work and opinion collection

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COMPANY PROFILE

COMPANY'S PROFILE
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1.5

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India's leading business
houses with multiple businesses spanning across the consumption space. While retail forms the core
business activity of Future Group, group subsidiaries are present in consumer finance, capital,
insurance, leisure and entertainment, brand development, retail real estate development, retail media and
logistics. Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square feet
of retail space in 73 cities and towns and 65 rural locations across India. Headquartered in
Mumbai(Bombay), Pantaloon Retail employs around 30,000 people and is listed on the Indian
stock exchanges. The company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers. In the lifestyle segment, the group operates Pantaloons ,a
fashion retail chain and Central, a chain of seamless malls. In the value segment, its marquee brand, Big
Bazaar is a hypermarket format that combines the look, touch and feel of Indian bazaars with the choice
and convenience of modern retail. In 2008, Big Bazaar opened its 100th store, marking the fastest ever
organic expansion of a hypermarket. The first set of Big Bazaar stores opened in 2001 in
Kolkata, Hyderabad and Bangalore. The group's specialty retail formats include supermarket chain
Food Bazaar, sportswear retailer - Planet Sports, electronics retailer - eZone, home improvement chain Home Town and rural retail chain, Aadhaar, among others. It also operates popular shopping portal
Future Capital Holdings, the group's 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. Other group companies include,
Future Generali, the group's insurance venture in partnership with Italy's Generali Group, Future
Brands, a brand development and IPR company, Future Logistics, providing logistics and distribution
solutions to group companies and business partners and Future Media, a retail media initiative. The
group's presence in Leisure & Entertainment segment is led through, Mumbai-based listed company
Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and Bowling Co. and family
entertainment centres, F123. Through its partner company, Blue Foods the group operates around 100
restaurants and food courts through brands like Bombay Blues, Spaghetti Kitchen, Noodle Bar, The
Spoon, Copper Chimney and Gelato.
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FUTURE GROUP COMPANIES:

Pantaloon Retail (India) Limited Future Capital Holdings LimitedHome Solutions Retail India Limited
Future Generali India Life InsuranceCompany
LimitedFuture Brands Limited Future bazaar India LimitedFuture Media (India) Limited Weavette Texs
tyles LimitedFuture Supply Chain Solutions Limited Winner Sports Private Limited
Converge-m
Communication
(India)Limited
Staples
Future
Office
Products
PrivateLimitedPantaloon Food Product (India) Limited Talwalkars Pantaloon Fitness PrivateLimitedFut
ure Knowledge Services Limited Indus League ClothingGalaxy Entertainment Corporation Ltd Future
Consumer Products LimitedFuture Ventures India Limited Foot Mart Retail

Pantaloon Retail (India) Limited

Pantaloon Retail (India) Limited (PRIL), is India's leading retailer that operates multiple retail formats
in both the value and lifestyle segment of the Indian consumer marker. Headquartered in Mumbai, the
company operates 16 million square feet of retail space, has over 1,000 outlets(including shop-in-shops)
across 73 cities in India and employs over 30,000 people. The company's leading formats include
Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a
supermarket chain, and Central, a chain of seamless destination malls. Some of its other formats include
Depot, Brand Factory, Blue Sky, Star and Sitara. Pantaloon Retail is part of the Future Group which has
presence in multiple businesses in the consumption space including consumer finance, capital,
insurance, retail media, mall development, logistics and brand development.

Home Solutions Retail (India) Limited

Future Group's business offers complete retailing solutions for all products and services related to home
building and home improvement. The key product categories are CDE(Consumer Durable &
Electronics), Furniture, Home Furnishing & Decor, Home Improvement and Home Services. HSRIL
operates retail format Collection i, Furniture Bazaar, Electronics Bazaar, Home Town and eZone.

Future Brands Limited

Future Brands Limited (FBL) has been incorporated on November, 2006 and is involved in the business
of creating, developing, managing, acquiring and dealing in consumer-related brands and IPRs
(Intellectual Property Rights).

Future Media (India) Limited

Future Media (India) Limited (FMIL) was incorporated as the Groups media venture, aimed at creation
of media properties in the ambience of consumption and thus offers active engagement to brands and
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consumers. FMIL offers relevant engagement through its media properties like Visual Spaces, Print,
Radio, Television and Activation.

Future Supply Chain Solutions Limited

Future Supply Chain Solutions Limited (FSCS) has been incorporated as a separate entity and is
involved in the business of providing logistics, transportation and warehousing services for all group
companies and third-parties.

Convergem Communication (India) Limited

Convergem Communication (India) Limited (CCIL) (formerly known as Convergem Retail(India)
Limited) was incorporated to set up a chain of retail outlets for dealing in areas of communication, data
& voice storage and other related products. The company operates mBazaar, mPort and GenM, among
other retail formats.

Pantaloon Food Product (India) Limited

Pantaloon Food Product (India) Limited (PFPIL) was incorporated with the object of sourcing and
backward integration of food business of the company. PFPIL has sourcing and distribution bases at all
key cities across the country.

Future Knowledge Services Limited

Future Knowledge Services Limited (FKSL) was incorporated on January, 2007 and is engaged in the
business of business process outsourcing and knowledge process outsourcing.

Future Capital
Holdings Limited
Future Capital Holdings Limited (FCH) was formed to manage the financial services business of
Pantaloon Retail (India) Limited and other group entities. FCH is one of the fastest growing financial
services company in India, with presence in Asset Advisory, Retail Financial Services and Proprietary
Research. The company operates a consumer finance retail format, Future Money and manages assets
worth over US$ 1 Billion through its various funds including in division, Kshitij, Horizon and Future
Hospitality. FCH subsidiary companies include Kshitij Investment Advisory Company Ltd., Ambit
Investment Advisory Company Ltd., and indivision Investment Advisors Ltd.

Future Generali India Insurance Company Limited

Future Generali India Insurance Company Limited (FGIICL) was incorporated on October 30,2006 to
undertake and carry on the business of general insurance. The approval for carrying on General
Insurance Business has been received from the Insurance Regulatory and Development Authority of
India (IRDA) on September 4, 2007.
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Future Generali India Life Insurance Company Limited

Future Generali India Life Insurance Company Limited (FGILICL) was incorporated on October 30,
2006 to establish and conduct the business of life insurance in India, which comprises of whole life
insurance, endowment insurance, double benefit and multiple benefits insurance etc. The approval for
carrying on Life Insurance Business has been received from the IRDA in September, 2007.

Future bazaar India Limited

Future bazaar India Limited (FBIL) is set up as the e-Retailing arm of the Future Group for providing
on-line shopping experience. Futurebazaar.com was launched on January 2, 2007,and has emerged as
one of the most popular online shopping portals in India. It was awarded with the Best Indian Website
award, in the shopping category, by the PC World Indian Website Awards.

Weavette Texstyles Limited

Weavette Texstyles Limited was incorporated on December 8, 1994 and is involved in the business of
designing, manufacturing, buying and selling, importing, exporting, spinning etc of various types of
textile fabrics.

Winner Sports Private Limited

Winner Sports Pvt. Limited caters to the Sports and Lifestyle consumer space. Winner Sports is the
exclusive India Licensee for retailing and marketing leading international brands including Converse,
Speedo, Wilson, Prince, Spalding and Callaway. It has over 57 stores across 23 locations.
The company operates:
Multi-brand sports specialty stores - Planet Sports
Value-based sports lifestyle format - Sports Warehouse
Mono brand stores - Adidas, Converse, Puma
The company's flagship format, Planet Sports, is a leading name in multi-brand sports and lifestyle
speciality retail space. It has one of the largest collection of international sports and lifestyle brands and
has an extensive offering for sportswear and equipment across all categories including
running, training, fitness, swimming, tennis, golf, basketball, soccer as well as other lifestyle products
across categories like footwear, apparel, accessories and sports equipments. The company aims to be
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among the most admired sports player in a multi-sports, multi-product format and to augment India's
sports culture. Winner Sports strives to provide integrated, reliable and cost efficient sports offerings to
Indian consumers.

Staples Future Office Products Private Limited

Staples Future Office Products Private Limited (SFOPPL) was incorporated on January, 2007and is
involved in the business of dealing in all kinds of office supplies, office equipments and products.
SFOPPL is a joint venture between the Company and Staples Asia Investment Limited(a subsidiary of
Staples Inc USA). The company's first retail outlet opened in Bengaluru in December, 2007.

Talwalkars Pantaloon Fitness Private Limited

Talwalkars Pantaloon Fitness Private Limited (TPFPL) was incorporated on December 19, 2006and is
involved in the business of setting up gymnasiums and dealing in fitness equipments and other health
products. TPFPL is a 50:50 joint venture between the Company and Talwalkars Better Value Fitness
Private Limited.

ConvergeM
The company has entered into a 50:50 joint venture with Axiom Telecom LLC, UAE on July 20,2007 to
do sourcing and wholesale distribution of mobile handsets, accessories and setting up service centres
and authorized after sales service centres for mobile handsets in India.
Indus League Clothing
A subsidiary company, Indus League Clothing owns and manages the brands Indigo Nation, Scullers,
Urban Yoga, Urbana and their retail formats.

Galaxy Entertainment Corporation Ltd

It is a group company that operates leisure and entertainment chains, The Bowling Company, The Brew
Bar, The Sports Bar, Sportsbar Express and Chamosa.
Future Consumer Products Limited
FCPL is a subsidiary company of Pantaloon Retail India Limited, incorporated in September 2007. The
company has two brands under its umbrella - SACH & S Drive, inspired by Sachin Tendulkar. These
brands operate in categories such as foods, apparels, personal care and general
merchandize among others, and are available through Future Group formats. SACH launched with an
apparels range for boys between the ages of 9-16across Big Bazaars in June 2008.

Future Ventures India Limited

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Future Ventures seeks to promote and participate in innovative and emerging business ventures in
India. The group intends to play a role in powering entrepreneurship, by promoting or participating in
diverse business activities, primarily in consumption-led sectors in the country, which will be
determined primarily by the growing purchasing power of Indian consumers and their changing tastes,
lifestyle and spending habits.

FootMart Retail India Ltd

FootMart Retail is a joint venture between Liberty Shoes and the group and operates the Shoe Factory
format. Led by Pantaloon Retail, the group's flagship company, the group manages some of India's most
popular retail chains like Pantaloons - a chain of fashion destinations,

Big Bazaar
- a uniquely Indian hypermarket chain,

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 and

Central
- a chain of seamless destination malls. Some of its other formats include

Ethnicity
- India's first concept store, which recreates the experience of a traditional ethnic market in a modern
retail format, Brand Factory, Planet Sports ,aLL ,Top 10 and Star and Sitara. The group also operates India's
most popular online shopping portal
www.futurebazaar.com. Retailing of products and services related to home building and home
improvement is led through the group's formats.

Home Town
-a large-format home solutions store, along with specialized formats for home furniture and home
furnishing through, Collection i and Furniture Bazaar
and consumer electronics through eZone and Electronics Bazaar
.The group also operates India's leading rural retailing chain,
Aadhaar that is present in over 65locations in rural India. Aadhaar, an agri-service cum rural retail
initiative, provides a complete solution provider for the Indian farmer.

Food Bazaar invites you for a shopping experience, unique by its ambience. At
Food Bazaar you will find a hitherto unseen blend of a typical Indian Bazaar and International
supermarket atmosphere. Flagged off in April'02, Food Bazaar is a chain of large supermarkets with a
difference, where the best of Western and Indian values have been put together to ensure your
satisfaction and comfort while shopping. The western values of convenience, cleanliness and hygiene
are offered through pre packed commodities and the Indian values of "See-Touch-Feel" are offered
through the bazaar-likeatmosphere created by displaying staples out in the open, all at very economical
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and affordable prices without any compromise on quality. The best of everything offered with a seal of
freshness and purity will definitely make your final buying decision a lot easier.

Store Layout:
The store is divided into various sections which help classify the different types of products on offer in
the store. They are:

Farm fresh- all fresh vegetables

Chill station- frozen food and beverages
Golden harvest- food grains like wheat and rice
Chef zone- ready to eat and canned foods
Hungry kya- namkeens and wafers
In House Labels

Food Bazaar also has its own in house private labels as they realize that private labels are gaining
acceptance from the Indian consumers over the years. They currently have private labels in 58
categories.
The private label portfolio of Food Bazaar includes
Food Bazaar Spices
Food Bazaar Dals and Spices
Food Bazaar Basmati rice
Food Bazaar Namkeens, Chips and Wafers

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Under Future group the following companies are operating which may be summed up as
follows:

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69

Central-Mall

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Hyderabad Central is a newly erected huge mall in hyderabad, India. This mall offers shopping, movies
and food. PVR Cinemas is located on the top floor of the mall. Hyderabad Central has a slogan as Shop,
eat and celebrate. The massive seamless mall on the busy Punjagutta road is one experience that is
bound to leave Hyderabad is spell bound. And why not, over 300 clothing brands to choose from,
including the famous Marks and Spencer from the United Kingdom, besides a complete range of music,
books, coffee shops, food courts, supermarket and restaurants, it has it all. Cosy Ambience. The
sprawling mall spread over 2,50,000 square feet has everything a family needs. It has a separate section
for services such as travel, finance, investment, insurance, cinema ticket booking, bill payments, foreign
exchange and other miscellaneous services. It also has a `Central Square', a place for product launches,
impromptu events, displays, shows and exhibitions. World class standards in ambience, interiors and
service, the Hyderabad Central has been conceptualized with a theme and tagline that says `shop, eat
and celebrate.'"It has fashion, cosmetics, perfumes, consumer and personal electronics, home
appliances, furniture, time wear, eyewear, footwear and jewellery," says Rakesh Biyani, Director of
Pantaloon Retail India Limited. Budget with an investment of some 700 million rupees (approx.
US$15.5 million), this is the second large-scale mall in the country, the first being in Bangalore. Mr.
Biyani says that some 15 such malls will be opened in various cities across the country. The third mall is
being opened in Pune. Mall Levels at the Hyderabad Central, shopping is spread over four levels. The
level one is devoted for food and women, level two for men, level three for youth and level four for kids
and home accessories, including a food court. Level five will have the Multiplex. An exclusive play area
has also been designed keeping in mind safety and fun aspect. "All leading brands in India will be
available under one roof," Mr. Biyani says. Food-Courts The mall has seven restaurants and a Pizza Hut
and McDonalds outlet besides food courts and coffee shops, and within few months KFC is also going
to open its outlet. Multiplex Hyderabad Central also boasts a five screen multiplex by PVR Cinemas a
leading multiplex chain in India. Parking Facilities Coming to the parking area, the mall can
accommodate 400 cars and equal number of two-wheelers at a time. Valet parking will also be available.

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COMPANY MISSION
1.6
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
development.
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 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.

COMPANY VISION
1.7
Indianness: Confidence in ourselves.
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 Leadership: To be a leader, both in thought and business.

Respect & Humility: To respect every individual and be humble in our conduct.

Introspection: Leading to purposeful thinking.

Openness: To be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: To build long term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

Adaptability: To be flexible and adaptable, to meet challenges.

Flow: To respect and understand the universal laws of nature.

PROMOTIONAL STRATEGIES USED BY

HYDERABAD CENTRAL
1.8

Customer Loyalty Program

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''Payback'' is the Customer loyalty program, which is the successor of ''I-mint'' . There are 75 partners
of this program like Big Bazaar, Food Bazaar, EZone, Pantaloons, Brand Factory, Ferns n Petals,
makemytrip.com, bookmyshow.com, etc, where Central mall is also one of them. In this program,
one customer has to register himself by submitting a specified form which he can procure it from any of
the partners of the Payback Program. On registration, the customer will be given a Payback Card with
a brochure for their use. The Activation period of the card is of 21 days, but the customer can get the
points any time by getting the Payback Card swipe from the cashier. Once the Customer obtains 1000
Payback points, he will be rewarded with a Rs.250 /- Gift Voucher, or also he can get other 500 unique
gifts. On several offer period or occasions, the payback point can be multiplied for that period that the
customer earns. For eg, At Central on Every Rs.100 shopping the customer gets 4 payback points, but
on offer time it can be 4X payback points, then he will get 4*4= 16 payback points. At different stores
the points differs as terms and conditions are different for all partners.

PAYBACK

SHOP MORE, EARN POINTS, SAVE MONEY

Payback is a Customer loyalty Program a part of Central, in which a customer has to register his name
by filling & submitting the specified form and then he can earn payback points. To redeem the points
the registered customer can log on to the website www.payback.in and choose to redeem them from
over 500 unique rewards.

Payback Parteners:

1. Central: Earn 4 Payback Points for every Rs.100 Spent

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2. Big Bazaar: Earn 5 Payback Points for every Rs.200 Spent

3. Brand Factory: Earn 3 Payback Points for every Rs.100 Spent.

4. EZone: Earn 3 PaybacPoints for every Rs.200 Spent.

5. Food Bazaar: Earn 3 Payback Points for every Rs.200 Spent.

6. Home Town: Earn 6 Payback Points for every Rs.100 Spent.

7. Mega Mart: Earn 1 Payback Points for every Rs.100 Spent.

8. Pantaloons: Earn 4 Payback Points for every Rs.100 Spent.

9. Univer Cell: Earn 2 Payback Points for every Rs.100 Spent.

10. Bookmyshow.com: Earn 4 Payback Points for every Rs.100 Spent.

11. Ferns 'n' Petals: Earn 30 Payback Points for every Rs.100 Spent.
12. Futurebazaar.com: Earn 3 Payback Points for every Rs.100 Spent.
13. letsbuy: Earn 4 Payback Points for every Rs.100 Spent.

Other Partners:

1. Hindustan Petroleum: Earn 3 Payback Points for every Rs.200 Spent. The Customer can earn
up to 30 Bonus points on Rs.10,000 spend per month.
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2. ICICI (Credit card & Debit card): Earn 10 Payback Points for every Rs.100 Spent.
3. Makemytrip.com: Earn 2 Payback Points for every Rs.200 Spent on tickets, hotels & holiday
package.
Other online partners:
Brand Fetish, FREECULTR, Disney Store, Sher Singh,
VioletBag.com,Barcode91, Styleever.com, edabba.com, PEPPERFRY, babyoye.com, Tantra tees,
Indiamags, Magazinemall.in, Get The Look, CBAZAAR, Retail Mart, Jabong.com, Surat
Diamond Jewellery, FAB FURNISH, Killer Jeans, EduKart.com, Playgroundonline, Fastrack,
Mcgrawhill education, ZOVI, SEVENTYMM.com, Integriti, Dabur Uveda, Utsav, Purplle,
LoGizmos, mustard, LAWMAN Pg3, Perfume2order.com, Amar Chitra Katha,
INDIAVARTA.com, beStylish.com, TheStiffCollar.com, GADGETSGURU, ezeegift.com, Dabur
Nutrigo, egully.com, NCarry.com, easies, GHADIWALA.com, Lens Kart, FASHOS,
Goodlife.com, hushbabies, inkfruit.com, Myntra.com, mangostreet.com, firstcry.com,
KOOVS.com, chhabra 555, Trust(Regional Partner), etc. Around 75 partners.

Observation:
Customers are in hurry, so generally they are not likely to fill any form, or give any data.
If they fill the form, many a customer wont give full details
They will fill only the personal details in the form, but customers avoid to fill the details
like how much do they spend monthly in shopping or, are they married, number of people
in their family, etc.
Many of the customers are now acquiring a card now.

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SUMMER FASHION FIESTA

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Central has started a promotional activity SUMMER FASHION FIESTA (From 12th May,
2012 to 15th June, 2012).
Offers:

1) Customer has to do shopping of Rs. 3000 or above in a single bill, and he will get Rs. 600 (Rs 501 +
Rs. 101) Gift Voucher (GV)
On Next Purchase of Rs. 1200 or above only the customer could redeem the Rs. 600 gift voucher.

2) Customer has to do shopping of Rs. 3000 or above in a single bill, and he has to fill a contest form by
writing the personal details and choose one of the favourite fashion destination amongst the given 8
destination (London, Paris, Ney York, Los Angeles, Hong Kong, Singapore, Barcelona & Milan) to
participate into a lucky draw contest "Shop & Fly to Favourite Fashion Destination".

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3) Customers can 2X points on purchase on their payback card , and on Redemption of 4000 points or
above then they will 10% points back in their account.

Terms & Conditions:

1) The offer for Gift Vouchers to redeem at Central is valid up to 15th June, 2012.

2) The offer for Gift Vouchers to redeem at Naturals (Spa & Saloon) is 30th June,2012.

3) The offer for Gift Vouchers are valid on all bills except the bills of ''Just in Vogue'' merchandise &
''Neeru's'' merchandise.

4) The Gift Vouchers are issued only on Rs.3000 single bill.

5) If the total purchase on bill is up to the sales of Rs.3000 & already one Gift voucher has been
redeemed on that, then also they are eligible to get the new Gift Vouchers.

6) The customer can redeem the Gift Vouchers only if the next purchase is more than Rs.1200 or above.

7) The participants should be the age of 18 or above.

8) Participation in skill based slogan contest ''I love Central because _______'' is mandatory for entry
into the lucky draw contest

9) Central and Travel Port has offered to provide for two nights/ three days trip to the chosen destination
by the winner( Couple) of the contest announced by Central.

10) The ''Shop & Fly to your Favourite Fashion Destination'' is applicable on all merchandise
categories except Food bazaar, Home Town, EZone, Electronics section, mobiles, jewellery,
watches & restaurants inside the premises of ''Central store''

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11) Multiple contest cards will be issued to the customers on purchase made in multiples of Rs. 3000.

12) Customers has to retain the original counterfoil of the contest card together with the respective Cash
Memos in safe custody and has to produce the same at the time of claiming the winner's prize

13) Winners also has to produce ''Proof of identity'' in the form of valid passport.

14) Winners must collect the prize within 15 days from the date of receiving the intimation from
'Central' failing which central shall have the right withdraw the same prize.

15) No cash in lieu on any prize shall be entertained or paid.

16) The Package includes: Fashion tour, Return Airfares, Hotel Accommodation with Breakfast on twin
sharing basis and city tour.

17) All applicable taxes, levies, duties etc in connection with the air travel to fashion destination shall be
charged to the winners.

18) Any extra bookings or upgrading of the package done by the winners would be charged directly to
the winners and ''Central'' shall not be responsible or liable in this respect.

19) Central's responsibility is limited to identifying one customer who is declared as the winner of lucky
draw and sharing the relevant information regarding the said winners to Travel Port Holidays and
nothing more. Thereafter, all communication and dealings with Travel Port Holidays shall be the sole
responsibility of the winner. It may be noted that Central shall in no way be interacting or mediating in
this respect.
20) Central reserves the right to modify or change any of the terms & conditions applicable to this
contest.
21) 'Central/Pantaloon Retail (India) Limited' holds no warranty and makes no representation regarding
the quality of the prizes. All the prizes will fall under the standard terms & conditions of warranty as
defined by the concerned companies by whom the prizes are sponsored/manufactured.

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22) Dispute if any shall not constitute a claim against 'Central'. All Disputes are subject to exclusive
jurisdiction of the competent courts in Mumbai only.

Task:
I concentrated only on the first offer of Gift Vouchers on shopping of Rs. 3000 or above and get
Rs.600 gift voucher, which was redeemable only on the shopping of Rs.1200 or more.
I had to write the customer details, bill no. and total bill amount value on a register and then
issue one ''Rs. 101'' & one ''Rs. 501'' GV( a sum total of Rs.600) with one more GV of
"Naturals" (Saloon & spa) to the customers who are having a bill of Rs.3000 or above.
The Offer is not applicable on "Just in Vogue" merchandise bills and on ''Neeru's"
merchandise bills.

Observations:
At G2 level counter, I issued 74 Gift Vouchers.
1) From 2 pm to 5 pm the crowd for the Gift Vouchers was not so high, but at peak sales time from 5 pm
to 7:30 pm the crowd for the Gift Vouchers (the customers who did shopping of Rs.3000 or more) was
high.
From 2 pm to 5 pm, only 24 gift vouchers were issued, but from 5pm to 7:30 pm, 50 gift vouchers were
issued.
2) The customers those who know the offer of Gift Vouchers and were doing shopping of Rs. 6000, or
Rs. 9000, they were making the bill of Rs.3000 around and issuing the gift vouchers, and then again
making a bill of Rs. 3000 around and redeeming the Gift Voucher and then issuing a new Gift Voucher
on that bill and then doing the same.

Other Offers at Central:

a) If a Customer do shopping of Rs. 10,000 or above, then that customer can get a ''Spalding Bag'' for
Rs. 2299, which worth for Rs. 7999.
b) If a Customer do shopping of Rs. 5,000 or above, then that customer can get a ''Dinner Set'' for Rs.
799, which worth for Rs. 1999.

END OF SEASON SALE

69

Generally, the merchandise like apparels and other merchandise are seasonal, like in garments there are
dress for summer, for winter which varies seasonally, so when the season is over the demand for such
merchandise falls and the sale also falls down. The stock of such merchandise is kept idle in the
warehouse, which also involves other costs like material handling cost, inventory holding cost, etc and it
is better to offer to sell them. So, to avoid all that costs, all the sellers tries to push the stock for sale to
customer. But, the customers requires good reason to buy the merchandise which is not useful for them
in the upcoming season, so, such merchandise are offered for sale at discounted offers or other with
offers. Generally, when winter season comes to an end at January or February, the stock for that season
is offered for sale in the End of Season Sale called Autumn-Winter Sale, and when summer season
comes to an end at generally, in July-August period, so the stock for that season is offered for sale in the
End of Season Sale called Spring-Summer Sale.

''Hyderabad Central'' has started the End of Season Sale (Spring-Summer Sale) also called
''Happiness Sale''- ''up to 61% off'' from 6th of July, 2012 to 15th of August, 2012, where almost all
of the merchandise is offered at discounted prices like ''Buy 1 & get 1 free'', ''Buy 2 & get 1 free'',
''Buy 2 @ 40% off Price'', etc.
During these sale's period, a lot of customers comes to do shopping at Central, and it is considered as
the period for the business to generate large number of revenue by doing highest sales than ever in an
entire year. Many a customer's register for the Payback card. Maximum number of walk-in's in the mall
is during the Sale period is on weekend i.e. Saturday & Sunday, on weekdays the during sales period is
not as much higher as it is in the weekend period.
On 5th & 6th of July 2012, there was a preview sales, where payback points were 4X.
69

69

69

CHAPTER - II

69

REVIEW OF LITERATURE

69

REVIEW OF LITRATURE
2.1
Meaning of Marketing

Marketing is defined by the AMA as "the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers, clients, partners,
and society at large."
It can also be defined as "the process by which companies create value for customers and build strong
customer relationships, in order to capture value from customers in return".
This replaces the previous definition, which still appears in the AMA's dictionary: "an organizational
function and a set of processes for creating, communicating, and delivering value to customers and for
managing customer relationships in ways that benefit the organization and its stakeholders." It generates
the strategy that underlies sales techniques, business communication, and business developments. It is
an integrated process through which companies build strong customer relationships and create value for
their customers and for themselves.
Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the
customer as the focus of its activities, marketing management is one of the major components
of business management. Marketing evolved to meet the stasis in developing new markets caused
by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies
requires businesses to shift their focus from production to the perceived needs and wants of their
customers as the means of staying profitable. The term marketing concept holds that achieving
organizational goals depends on knowing the needs and wants of target markets and delivering the
desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization
should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.
The term developed from an original meaning which referred literally to going to a market to buy or sell
goods or services. Seen from a systems point of view, sales process engineering marketing is "a set of
processes that are interconnected and interdependent with other functions, whose methods can be
improved using a variety of relatively new approaches."

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Evolution of marketing
An orientation, in the marketing context, related to a perception or attitude a firm holds towards its
product or service, essentially concerning consumers and end-users. Throughout history, marketing has
changed considerably in conjunction with consumer tastes.
Earlier approaches
The marketing orientation evolved from earlier orientations, namely, the production orientation, the
product orientation and the selling orientation.

Western
Orientation Profit driver European
timeframe

Description

Production
methods

until the
1950s

A firm focusing on a production orientation specializes in producing as

much as possible of a given product or service. Thus, this signifies a firm
exploiting economies of scale until the minimum efficient scale is
reached. A production orientation may be deployed when a high demand
for a product or service exists, coupled with a good certainty that
consumer tastes will not rapidly alter (similar to the sales orientation).

until the
1960s

A firm employing a product orientation is chiefly concerned with the

quality of its own product. A firm would also assume that as long as its
product was of a high standard, people would buy and consume the
product.

Production

Product

Selling

Quality of the
product

Selling
methods

A firm using a sales orientation focuses primarily on the selling/promotion

of a particular product, and not determining new consumer desires as
such. Consequently, this entails simply selling an already existing product,
1950s and and using promotion techniques to attain the highest sales possible.
1960s
Such an orientation may suit scenarios in which a firm holds dead stock,
or otherwise sells a product that is in high demand, with little likelihood of
changes in consumer tastes that would diminish demand.

Marketing

Needs and
wants of
customers

1970 to The 'marketing orientation' is perhaps the most common orientation

present day used in contemporary marketing. It involves a firm essentially basing its
marketing plans around the marketing concept, and thus supplying
products to suit new consumer tastes. As an example, a firm would
employ market research to gauge consumer desires, use R&D to develop a
product attuned to the revealed information, and then utilize promotion
69

techniques to ensure persons know the product exists.

Contemporary approaches
Recent approaches in marketing include relationship marketing with focus on the customer, business
marketing or industrial marketing with focus on an organization or institution and marketing with focus
on benefits to society. New forms of marketing also use the internet and are therefore called internet
marketing or more generally e-marketing, online marketing, search engine marketing, desktop
advertising or affiliate marketing. It attempts to perfect the segmentation strategy used in traditional
marketing. It targets its audience more precisely, and is sometimes called personalized marketing or
one-to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it not
only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless
media.

Orientation

Western
European
Profit driver
timefram
e

Description

Building and
Relationship
1960s to Emphasis is placed on the whole relationship between
keeping good
marketing /Relationship
present
suppliers and customers. The aim is to provide the best
customer
management
day
possible customer service and build customer loyalty.
relations

Business
marketing /Industrial
marketing

Social marketing

Building and
keeping
relationships
between
organizations

In
this
context,
marketing
takes
place
between businesses or organizations. The product focus lies
1980s to
on industrial
goods or capital
goods
rather
than
present
consumer products or end products. Different forms of
day
marketing activities, such as promotion, advertising and
communication to the customer are used.

Benefit to
society

Similar characteristics as marketing orientation but with the

1990s to
added proviso that there will be a curtailment of any harmful
present
activities to society, in either product, production, or selling
day
methods.
69

Branding

Brand value

1980s to In this context, "branding" is the main company philosophy

present and marketing is considered an instrument of branding
day
philosophy.

Customer orientation

Constructive criticism helps marketers adapt offerings to meet changing customer needs.

A firm in the market economy survives by producing goods that persons are willing and able to buy.
Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as
a going concern. Many companies today have a customer focus (or market orientation). This implies
that the company focuses its activities and products on consumer demands. Generally, there are three
ways of doing this: the customer-driven approach, the market change identification approach and the
product innovation approach
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions.
No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering,
including the nature of the product itself, is driven by the needs of potential consumers. The starting
point is always the consumer. The rationale for this approach is that there is no reason to spend R&D
funds developing products that people will not buy. History attests to many products that were
commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA (Solution, Information, Value,
Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The
SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps supply side model
(product, price, placement, promotion) of marketing management.

Product

Solution

Promotion

Information
69

Price

Value

Place

Access

If any of the 4Ps were problematic or were not in the marketing factor of the business, the business
could be in trouble and so other companies may appear in the surroundings of the company, so the
consumer demand on its products will decrease. However, in recent years service marketing has
widened the domains to be considered, contributing to the 7P's of marketing in total. The other 3P's of
service marketing are: process, physical environment and people.
Some qualifications or caveats for customer focus exist. They do not invalidate or contradict the
principle of customer focus; rather, they simply add extra dimensions of awareness and caution to it.
The work of Christensen and colleagues on disruptive technology has produced a theoretical framework
that explains the failure of firms not because they were technologically inept (often quite the opposite),
but because the value networks in which they profitably operated included customers who could not
value a disruptive innovation at the time and capability state of its emergence and thus actively
dissuaded the firms from developing it. The lessons drawn from this work include:

Taking customer focus with a grain of salt, treating it as only a subset of one's corporate strategy
rather than the sole driving factor. This means looking beyond current-state customer focus to
predict what customers will be demanding some years in the future, even if they themselves
discount the prediction.

Pursuing new markets (thus new value networks) when they are still in a commercially inferior
or unattractive state, simply because their potential to grow and intersect with established markets
and value networks looks like a likely bet. This may involve buying stakes in the stock of smaller
firms, acquiring them outright, or incubating small, financially distinct units within one's
organization to compete against them.

Other caveats of customer focus are:

The extent to which what customers say they want does not match their purchasing decisions.
Thus surveys of customers might claim that 70% of a restaurant's customers want healthier choices
on the menu, but only 10% of them actually buy the new items once they are offered. This might be
acceptable except for the extent to which those items are money-losing propositions for the
business, bleeding red ink. A lesson from this type of situation is to be smarter about the true test
validity of instruments like surveys. A corollary argument is that "truly understanding customers
sometimes means understanding them better than they understand themselves." Thus one could
argue that the principle of customer focus, or being close to the customers, is not violated herejust
expanded upon.

69

The extent to which customers are currently ignorant of what one might argue they should want
which is dicey because whether it can be acted upon affordably depends on whether or how soon
the customers will learn, or be convinced, otherwise. IT hardware and software capabilities and
automobile features are examples. Customers who in 1997 said that they would not place any value
on internet browsing capability on a mobile phone, or 6% better fuel efficiency in their vehicle,
might say something different today, because the value proposition of those opportunities has
changed.

Organizational orientation
In this sense, a firm's marketing department is often seen as of prime importance within the functional
level of an organization. Information from an organization's marketing department would be used to
guide the actions of other departments within the firm. As an example, a marketing department could
ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an
existing product. With this in mind, the marketing department would inform the R&D department to
create a prototype of a product/service based on consumers' new desires.
The production department would then start to manufacture the product, while the marketing
department would focus on the promotion, distribution, pricing, etc. of the product. Additionally, a
firm's finance department would be consulted, with respect to securing appropriate funding for the
development, production and promotion of the product. Inter-departmental conflicts may occur, should a
firm adhere to the marketing orientation. Production may oppose the installation, support and servicing
of new capital stock, which may be needed to manufacture a new product. Finance may oppose the
required capital expenditure, since it could undermine a healthy cash flow for the organization.

Herd behaviour
Herd behaviour in marketing is used to explain the dependencies of customers' mutual behaviour. The
Economist reported a recent conference in Rome on the subject of the simulation of adaptive human
behaviour. It shared mechanisms to increase impulse buying and get people "to buy more by playing on
the herd instinct." The basic idea is that people will buy more of products that are seen to be popular,
and several feedback mechanisms to get product popularity information to consumers are mentioned,
including smart card technology and the use of Tag technology. A "swarm-moves" model was
introduced by a Florida Institute of Technology researcher, which is appealing to supermarkets because
it can "increase sales without the need to give people discounts." Other recent studies on the "power of
social influence" include an "artificial music market in which some 19,000 people downloaded
previously unknown songs" (Columbia University, New York); a Japanese chain of convenience stores
which orders its products based on "sales data from department stores and research companies;"
a Massachusetts company exploiting knowledge of social networking to improve sales; and online
retailers who are increasingly informing consumers about "which products are popular with like-minded
consumers" (e.g., Amazon, eBay).
69

Further orientations

An emerging area of study and practice concerns internal marketing, or how employees are
trained and managed to deliver the brand in a way that positively impacts the acquisition and
retention of customers, see also employer branding.

Diffusion of innovations research explores how and why people adopt new products, services,
and ideas.

With consumers' eroding attention span and willingness to give time to advertising messages,
marketers are turning to forms of permission marketing such as branded content, custom media and
reality marketing.

Marketing research
Marketing research involves conducting research to support marketing activities, and the statistical
interpretation of data into information. This information is then used by managers to plan marketing
activities, gauge the nature of a firm's marketing environment and attain information from suppliers.
Marketing researchers use statistical methods such as quantitative research, research, hypothesis, Chisquared tests, linear regression, correlations, frequency distributions, poisson distributions, binomial
distributions, etc. to interpret their findings and convert data into information. The marketing research
process spans a number of stages, including the definition of a problem, development of a research plan,
collection and interpretation of data and disseminating information formally in the form of a report. The
task of marketing research is to provide management with relevant, accurate, reliable, valid, and current
information.
A distinction should be made between marketing research and market research. Market research
pertains to research in a given market. As an example, a firm may conduct research in a target market,
after selecting a suitable market segment. In contrast, marketing research relates to all research
conducted within marketing. Thus, market research is a subset of marketing research.

Market segmentation
Market segmentation pertains to the division of a market of consumers into persons with similar needs
and wants. For instance, Kellogg's cereals, Frosties are marketed to children. Crunchy Nut
Cornflakes are marketed to adults. Both goods denote two products which are marketed to two distinct
groups of persons, both with similar needs, traits, and wants.
Market segmentation allows for a better allocation of a firm's finite resources. A firm only possesses a
certain amount of resources. Accordingly, it must make choices (and incur the related costs) in servicing
specific groups of consumers. In this way, the diversified tastes of contemporary Western consumers can
69

be served better. With growing diversity in the tastes of modern consumers, firms are taking note of the
benefit of servicing a multiplicity of new markets.
Market segmentation can be defined in terms of the STP acronym,
meaning Segment, Target and Position

Types of Market Research

Market research, as a sub-set aspect of marketing activities, can be divided into the following parts:

Primary research (also known as field research), which involves the conduction and compilation
of research for a specific purpose.

Secondary research (also referred to as desk research), initially conducted for one purpose, but
often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted into health
foods, which is used solely to ascertain the needs/wants of the target market for health foods. Secondary
research in this case would be research pertaining to health foods, but used by a firm wishing to develop
an unrelated product.
Primary research is often expensive to prepare, collect and interpret from data to information.
Nevertheless, while secondary research is relatively inexpensive, it often can become outdated and
outmoded, given that it is used for a purpose other than the one for which it was intended. Primary
research can also be broken down into quantitative research and qualitative research, which, as the terms
suggest, pertain to numerical and non-numerical research methods and techniques, respectively. The
appropriateness of each mode of research depends on whether data can be quantified (quantitative
research), or whether subjective, non-numeric or abstract concepts are required to be studied (qualitative
research).
There also exist additional modes of marketing research, which are:

Exploratory research, pertaining to research that investigates an assumption.

Descriptive research, which, as the term suggests, describes "what is".

Predictive research, meaning research conducted to predict a future occurrence.

Conclusive research, for the purpose of deriving a conclusion via a research process.

promotion - introduction to the promotional mix

69

It is not enough for a business to have good products sold at attractive prices. To generate sales and
profits, the benefits of products have to be communicated to customers. In marketing, this is commonly
known as "promotion".

Promotion is all about companies communicating with customers.

A business' total marketing communications programme is called the "promotional mix" and consists of
a blend of advertising, personal selling, sales promotion and public relations tools. In this revision note,
we describe the four key elements of the promotional mix in more detail. Promotion is an important part
of marketing mix of a business enterprise. Once a product is developed, its price is determined the next
problem comes to its sale i.e., creating demand for the product. It requires promotional activities. The
activities are technique which bring the special characteristics of the product and of the producer to the
knowledge of prospective customers. Promotion is a process of communication involving information,
persuasion, and influence. The term 'selling' is often used synonymously with promotion. But promotion
is wider that selling. Selling is concerned only with the transfer of title in goods to the purchaser,
whereas promotion includes techniques stimulating demand. These techniques include advertising,
salesmanship or personal selling and other methods of stimulation demand.
Advertising and sales promotion techniques are indirect and non-personal whereas personal selling or
salesmanship is a direct and personal technique. All these techniques, however, should be integrated
with the marketing objective of the enterprise. The salesmen can report about the different advertising
and other promotional appeals as they are in close touch with the consumer public and market
conditions.
Promotion is essentially the sales efforts of a business enterprise and includes the function of informing,
persuading and influencing the purchase decision of the existing the prospective consumers with the
object of increasing sales volume and profits. Promotion is the efforts of the seller to sell the product
effectively. Promotion is the communication with the customers to pursue them to buy the product. It is
the duty of the marketing manager to choose the communication media and blend them into an effective
promotion programme. These are more than one type of tools used to promote sales. The combination of
these tools with a view to maintain and create sales is known as promotion mix. Promotion mix is the
name given to the combination of methods used in communicating with customers. There are four tools
of promotion mix viz. advertisement, personal selling, publicity and sales promotion. These are called
elements of promotion mix.
It is helpful to define the four main elements of the promotional mix before considering their strengths
and limitations.

(1) Advertising
Any paid form of non-personal communication of ideas or products in the "prime media": i.e. television,
newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to
inform. The two basic aspects of advertising are the message (what you want your communication to
69

say) and the medium (how you get your message across). In advertising existing and prospective
customers are communicated the message through impersonal media like radio, T.V., newspapers and
magazine. It involves transmission of standard message simultaneously to a large number of people. The
message transmitted is known as advertising.

(2) Personal Selling

Oral communication with potential buyers of a product with the intention of making a sale. The personal
selling may focus initially on developing a relationship with the potential buyer, but will always
ultimately end with an attempt to "close the sale". Personal selling is the process of assisting and
persuading the existing and prospective buyer to buy the goods or services in person. It involves direct
and personal contact of the seller or his representative with the buyer.

(3) Sales Promotion

Providing incentives to customers or to the distribution channel to stimulate demand for a product. Sales
promotion consists of all activities other than advertising, personal selling and publicity, which help in
promoting sales of the product. Such activities are non-repetitive and one time offers. According to
American Marketing Association, sales promotion include, "those marketing activities other than
personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness,
such as point of purchase displays, shows and exhibitions, demonstrations and various non-recurring
selling efforts not in the ordinary routine."
The main aim of sales promotion is to increase sales and profits of the firm but it is quite different from
personal selling and advertising. In personal selling, customer is persuaded by a sales person face to
face. Advertising is a non-personal mass communication media. Sales promotion, on the other hand, is a
non-recurring and non-routine method. Its main aim is to supplement and coordinate the personal selling
and advertising. It is a supporting and facilitating element of promotional strategy. Sales promotion
bridges the gap of advertising and personal selling.

(4) Publicity
The communication of a product, brand or business by placing information about it in the media without
paying for the time or media space directly. otherwise known as "public relations" or PR. Publicity is a
non-personal non-paid stimulation of demand of the product or services or business unit by planning
commercially significant news about the services or business unit by planning commercially significant
news about in the print media or by obtaining a favourable presentation of it upon radio, television or
stage.

Advantages and Disadvantages of Each Element of the Promotional Mix

69

Mix Element
Advertising

Advantages

Disadvantages

Good for building awareness

Impersonal - cannot answer all a

customer's questions

Effective at reaching a wide audience

Not good at getting customers to make a
Repetition of main brand and productfinal purchasing decision
positioning helps build customer trust

Personal Selling

Highly interactive - lots of communication Costly - employing a sales force has

between the buyer and seller
many hidden costs in addition to wages
Excellent for communicating complex / Not suitable if there are thousands of
detailed product information and features important buyers
Relationships can be built up - important if
closing the sale make take a long time

Sales Promotion

Public Relations

Can stimulate quick increases in sales byIf used over the long-term, customers
targeting promotional incentives onmay get used to the effect.
particular products
Too much promotion may damage the
Good short term tactical tool
brand image
Risk of losing control - cannot always
Often seen as more "credible" - since thecontrol what other people write or say
message seems to be coming from a third about your product
party (e.g. magazine, newspaper)
Cheap way of reaching many customers if the publicity is achieved through the
right media

69

CHAPTER- III

69

HYPOTHESIS

69

HYPOTHESIS
3.1

The Sales promotional tools applied by Hyderabad Central are very effective
Advertisement generates a lot of awareness
Hyderabad Central is creating very huge brand awareness

69

CHAPTER - IV

69

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
4.1

69

It is necessary to adopt a particular method to complete a project successfully. The steps that have been
taken to complete this project are as follows:
Research Approach: The Approach adopted to complete this project was that of Effectiveness of the
Promotional Strategies. And the study secondary data is collected from various news papers, internet,
books. The survey was done in Hyderabad Central Mall situated in different areas in Hyderabad.
Research Design: Depending upon the objectives of the research the most suitable marketing research
design is Exploratory research. The purpose is to find out the experience of customers while shopping
in mall.
Data Collection: The information used in this project was through primary sources i.e. personally
interacting the customers in the outlet and getting the first hand information and secondary Sources i.e.
Personal interview and observation.

The Methodology for data collection is by two standard procedures and i.e.

1. Primary Data Collection

The primary data is to be collected from the persons related to the product i.e. consumers,
producers, persons in the distribution nexus

Survey: A survey consists of gathering the data by interviewing customers. The advantage
of surveys is that the collected data is first hand. Also, the survey method is one of the best
means of collecting the opinions of customers. In additions, the current information about the
problem can be known, accordingly it will become easy to apply respective suggestive
methods.

A standard set of questionnaires is prepared to obtain the required information

2. Secondary Data Collection

There are numerous sources of secondary data. Each source of secondary data expands at
tremendous.
The various sources are:
All advertising media i.e. newspapers, magazines, visual advertisements, etc
69

 Books
Internet

Research instrument: The instrument that was chosen to conduct the market research was that of
structured questionnaire. This has been done because data obtained in structured studies are easier to
tabulated and interpret then data gathered in other ways. A list of questionnaire was prepared which
could give relevant information when answered by the respondents

Analyzing the collected data and reporting the findings: Finally the data has been collected was
thoroughly analyzed and processed to obtain the required information. The data has been summarized in
the form of graphs.
Sample size: 50 Respondents

69

CHAPTER - V

69

ANALYSIS

ANALYSIS
5.1
69

The primary data is gained through questionnaires from 50 respondents made through face to face
interview and online survey. Few sorted required questions were asked to the respondents through this
survey, and the data was taken from them. So, according to those data the following results were found.
When Public was about that are they aware of the brand existing in the market, 100% of them responded
that they are aware of the Brand. It can be inferred from that the Brand is known to almost all the
people.

And, when asked which is the Advertisement tool or the source through which the respondents came to
know about the Brand, the following is the data we found:

Brand Awareness Thorugh Advertisement & Other Sources

Other

8%

Friends & Relatives

42%

Newspaper Ads

12%

Mobile Van
0%
Gantry Ads
0%
Centre Median Ads
0%
By SMS

8%

Bill Boards & Hoardings

30%

The data shows that Friends & Relatives, Bill Boards & Hoardings were the most effective means in
making brand awareness in the public. Newspaper Ads were also effective in making brand awareness
in general public. And, Centre Median Ads, Gantry Ads, Mobile Van, and other advertisement were less
effective.

69

Respondents suggested that Hyderabad Central should use Television advertisement as an

advertisement tool for brand awareness.

Next, we asked which advertisement tool would be the most effective, that Hyderabad Central use.
Following is the data we received from the respondents:

Most Effective Advertisement Tool

44%

40%
16%
0%

0%

0%

0%

Next we asked the respondent that did the advertisement was sufficient enough to influence the
customers, the data we got was like this

69

Advertisement Sufficiency to Influence

Yes

No

8%

92%

The data states that, only 8% of the respondents feels that the Advertisement was not sufficient to make
brand awareness and to influence them to visit the Mall. But, 92% respondent said that the
advertisement tools used were sufficient enough to influence them. So, it can be inferred that the
advertisement was effective for the very purpose it was been done for.

The next we asked was about the effectiveness of the Advertisement tools as compared to Other
Shopping Mall of all the format. The following is the data we found from the respondent:

69

Advertisement effectiveness compared to other Shopping Mall

Yes

No

24%

76%

The data gained through tells that, 76% of the respondents feels that the Advertisement tools used by
Hyderabad Central are much effective when compared to other Retail Stores. But, 24% of the
respondent does not feel, it is effective than compared to other Shopping Mall.
They might feel that Hyderabad Central should use more effective Advertisement tools.

The Next question we asked was to give the rating for the effectiveness of the Advertisement tools used
by Hyderabad Central. The respondents were supposed to give the rating, and the points were like '1'
for 'Excellent', '2' for 'Good', '3' for 'Average' , '4' for 'Poor' and '5' for 'Very Poor'. The data we received
is as follows:

69

Ratings for the Effectiveness of Advertisement

Very Poor0%

Poor2%

Average

Good

Excellent

16%

10%

72%

The above data states that none of the respondents rate it ineffective by rating it 5 as 'Very Poor', only
2% of the respondent rate it as 'Poor', 16% respondent rated it as 'Average'. 10% respondent rated it as
'Good'
But, the highest percentage of 72% of the respondent rate the effectiveness of Advertisement tools used
by Hyderabad Central as 'Excellent'. So, it can be inferred from the data that the Advertisement tools
are very much effective to influence the customers.

Next, we asked the respondents that did they like the sales promotion activity held up by Hyderabad
Central. The following is the data we received:

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% of People who like the Sales Promotion Activities by Central

Yes

No

8%

92%

The above data states that, 8% of the respondent doesn't like sales promotion activity held up by
Hyderabad Central, but 92% of the respondent said they did likened the Sales Promotional activities,
like the End of season sale, free discount voucher, gift voucher, etc.

Then, we asked the respondents to tell which of the Sales Promotion Activity held by Hyderabad
Central was most effective, the following is the data we received:

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Most Effective Sales Promotion Activity

70%

8%

6%

12%

4%

The Data we received tells that 6% of the respondent feels that Free Discount Voucher was the most
effective activity, whereas 12% of the respondents feels Free Gift voucher activity is most effective, 8%
of the respondent feels the Customer Loyalty Program (Payback) is more effective, and 4% for Other
sales promotion activities. but majority of 70% of the respondents likened 'End of the Season SaleHappiness Sale' as the most effective Sales Promotion activity of Hyderabad Central.

The Next question we asked was to give the rating for the effectiveness of the Sales Promotion Activity
used by Hyderabad Central. The respondents were supposed to give the rating, and the points were
like '1' for 'Excellent', '2' for 'Good', '3' for 'Average' , '4' for 'Poor' and '5' for 'Very Poor'. The data we
received is as follows:

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Ratings for the Effectiveness of Sales Promotion Activity

Very Poor0%

Poor2%

Average 10%

Good 6%

Excellent

82%

The above data states that none of the respondents rate it ineffective by rating it 5 as 'Very Poor', only
2% of the respondent rate it as 'Poor', 6% respondent rated it as 'Average'. 10% respondent rated it as
'Good'
But, the highest percentage of 82% of the respondent rate the effectiveness of Advertisement tools used
by Hyderabad Central as 'Excellent'. So, it can be inferred from the data that the Sales Promotion
Activity are very much effective to influence the customers.

The Next question we asked was to give the rating for the effectiveness of the Advertisement tools used
by Hyderabad Central. The respondents were supposed to give the rating, and the points were like '1'
for 'Excellent', '2' for 'Good', '3' for 'Average' , '4' for 'Poor' and '5' for 'Very Poor'. The data we received
is as follows:

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Ratings for the Effectiveness of the Overall Promotional Activity

Very Poor2%

Poor 6%

Average

16%

Good 6%

Excellent

70%

The above data states that 2% of the respondents rated 5 as 'Very Poor', whereas 6% of the respondent
rated it as 'Poor', and 16% respondent rated it as 'Average'. 6% respondent rated it as 'Good'
But, the highest percentage of 70% of the respondent rate the effectiveness of Advertisement tools used
by Hyderabad Central as 'Excellent'. So, it can be inferred from the data that the Overall Promotional
Activity are very much effective.

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CHAPTER - VI

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FINDINGS

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FINDINGS
6.1
From the survey, the data obtained and analyzed, the following were the findings:

Hyderabad Central has made enough efforts to make the brand awareness and they were successful
in that, because almost 99% of the respondents are aware of the brand existing in market.

Sales promotion activities like End of Season Sale-Happiness Sale, Free Gift Vouchers are the most
effective and likened activity held up by Hyderabad Central.
Advertisement tools like Bill Boards & Hoardings, SMS and Newspaper Ads are the most effective,
whereas the Gantry ads, Centre Median Ads and Mobile Van tools are not effective.
The overall promotion activities are much effective when compared to other format Shopping Mall

The Rating shows that the Advertisement activities and the Sales Promotion activities of Max Retail
Stores are very much effective.
The number of Payback Cards issue is falling day by day

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SUGGESTIONS

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SUGGESTIONS
6.2
The Advertisement tools like Bill Boards & Hoardings, Newspaper Ads were very effective, so
Central should increase these tools to spread awareness.
Few of respondents suggested that Central should start using Television Ads to spread more
Awareness., and also they have not seen any Centre Median Ads of Central, so it should also be used
for communication.
Mobile Van and Gantry Ads are not so much effective, so either stop those expenditures or should
make some efforts so that, those tools will also be much effective.
End of Season Sale is much likened by customers, so the Store should make some addition to this
Sales Promotion activity, which will generate very large footfalls/walk-ins.
Do more outdoor advertisement was suggested by one respondent.

Suggessions for PAYBACK-Customer Loyalty Program:

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 Customers should not be approached for the submission of form or to take any details while they
are doing shopping, because they dont like someone disturb in such place where they came for
their shopping purpose.
Customers may also stop coming for shopping at mall, because they might think that the sales
people disturbs them while they are shopping, and it wont give them a free choice of shopping.
The Cashier at cash counter who were also approaching to the customers to make them register
their name for the loyalty program ''PAYBACK'' card, most of the time as they have to do their
work were not being able to take full details from the customers as specified in the form .
They should check the form and should ask the customers to fill the details completely.
One form was seen not signed, many a form were not having dates below their signaures
Customers should be approached while they are waiting for payment of bill at counter.
One question having an option of ''not employed'' should be removed, its a kind of embarassing
for a person to tick such option

RECOMMENDATIONS
6.3

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The recommendations i would like to give for the promotional activities that can be held, and can be
targeted to the youth customers by Hyderabad Central are:

PROMOTIONAL ACTIVITIES TO TARGET THE YOUTH

1. Central @ your College:

Mobile Canter van will be sent to the Colleges with a mike coordinator,
who will interact with the Students, and he/she will ask them general questions about Central

Per participant will be given 1 Gift Voucher(Conditional) of Rs. 500.

Gift Voucher will be redeemable at the shopping of Rs.2000.
Such 100 GV's will be distributed in each college.
Extra participants would be given T-shirts, Key chains, Pens with LOGO of Central

2. Walk & Win Contest @ Central:

We will distribute the Coupons at colleges, where the students
have to fill the details in coupon and has to himself submit it in Central, where top 25 winners will get
prizes:

1.
2.
3.
4.
5.

1 winner will get Holiday Package for 2(couple) in India

2 winners will get Gift Vouchers of Rs. 3000 ( Unconditional) ( Valid on apparels only)
5 PVR Cinema Vouchers (2 per winner)
10 Meal Vouchers (for 2) of pizza hut, Ohri's, Bikaner or restaurant.
7 Discount Vouchers (Conditional-Rs.200 off on Shopping of Rs.1500)

This activity will be done throughout the month, registrations can be done till Saturday, and on every
Sunday, winners will be declared.

3. Face of the Central:

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 At college premises we will make a Small Ramp with a Back drop & Red carpet, for students to
give the audition.
The Student has to register their names and then do a Ramp Walk; this will be done at only 10-15
colleges amongst whom 2 - 3 winners will be declared on spot who will be qualified for the
finals at Central.
In remaining colleges, we will send Canter Van for more awareness, they will do the promotion
& distribute registration passes. Those who want to participate can visit at Central and register
their names & give audition, only limited participants.
The Finals will be held on SUNDAY.
The Winner will get Rs. 15,000, the 1st Runner up Rs. 10,000 and the 2nd Runner up will get the
Rs. 5,000 Cash Prize and they will also get other Gift hampers.
The Top-5 contestants of them will get chance to be the Face of Central, who will be on the
visual of the Central branding.
4. Central Live! :

A Promotional activity will be held up in each college, where the participants will have
to do some dance, and that will be aired on any Regional TV Channel (MAA TV, Sun TV, etc).
The Participants will get free GV's.

5. Youth Fest at Central :

Battle of DJ's
Exclusive Discounts & offer on Watches, Shades & other Accessories
Gaming Challenge

6. Corporate Social Responsibility(CSR) Activity :

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 Denim Exchange - Get Rs.200 off GV, which will be redeemable only on Denims of Rs. 1000 or
above .
T-Shirt Exchange- Get Rs. 100 off GV, which will be redeemable only on T-shirts of Rs. 500 or
above.
Those denims & T-shirts will be distributed to orphanage.
On Redemption of the GV, the customer will get a chance to participate in lucky draw contest, where
one winner will get a chance to win Apple or Samsung or other attractive Prize.

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CONCLUSION

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CONCLUSION
6.4
The conclusion for the study is:

As presumed earlier, the promotion tools are very much effective to spread awareness amongst the
public, and it is sufficient enough to generate the footfalls/walk-ins in the store.
When compared to the promotion tools of the other Shopping Mall, the respondents said that it is
good enough to compete with them.

The respondent has rated the tools as excellent, some new efforts should be given to only those
activities which are rated poor.

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ANNEXURES

69

BIBLIOGRAPHY

BIBLIOGRAPHY

69

 Marketing Management

Philip Kotler

Principles of Marketing Management

Sherlekar

Retail Sales Management

INC

Marketing Management

INC

Websites:
www.mycentral.in
www.futuregroup.in
www.indiamallsinfo.com/hyderabad-central-shopping-mall-punjagutta
http://articles.timesofindia.indiatimes.com/keyword/future-group
http://articles.economictimes.indiatimes.com/keyword/future-group
http://www.hindu.com/2004/11/06/stories/2004110616070300.htm

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QUESTIONNAIRES

QUESTIONNAIRES

Personal Information:

69

Name: ________________________

Age:

_____

Gender: _______

Contact no.: __________________

1. Are you aware about ''Hyderabad Central''-Shopping Mall of FUTURE GROUP?

a. Yes

b. No

2. What was the Advertisement source through which you come to know about the Brand?
a. Bill Boards & Hoardings
b. Center Median Ads
c. Gantry Ads
d. Mobile Van
e. Newspaper Ads
f. Friends & Relatives
g. By SMS
h. Other

3. Was that Advertisement sufficient enough to influence the Customers?

a. Yes

b. No

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4. Which was more effective Advertisement among the above tools?

a. Bill Boards & Hoardings
b. Center Median Ads
c. Gantry Ads
d. Mobile Van
e. Newspaper Ads
f. Friends & Relatives
g. By SMS
h. Other

5. Do the Advertisement was Effective as compared to the other Shopping Malls?

a. Yes
b. No

6. How much you will rate the effectiveness of the Advertisement by Hyderabad Central-Shopping
Mall?
a. 1 (Excellent)
b. 2 (Good)
c. 3 (Average)
d. 4 (Poor)
e. 5 (Very Poor)

7. Did you like the Sales Promotion activity done by ''Hyderabad-Central'' Shopping Mall?
a. Yes
b. No

8. Which Sales Promotion activity is more effective?

a. Free Discount Voucher
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b. End of Season Sale-(Happiness Sale)

c. Free Gift Voucher
d. PAYBACK- Custom Loyalty Program
e. Other

9. How much will you rate the Sales Promotion activity?

a. 1 (Excellent)
b. 2 (Good)
c. 3 (Average)
d. 4 (Poor)
e. 5 (Very Poor)

10. Rate the Overall Promotional activities held by ''Hyderabad Central''?

a. 1 (Excellent)
b. 2 (Good)
c. 3 (Average)
d. 4 (Poor)
e. 5 (Very Poor)

11. What should the Store should do to increase the effectiveness of the promotion?
_______________________________________________________________________________________
_______________________________________________________________________________________
______________________________________________

ANNEXURES

69

ARTICLE

Central mall has it all for the family

By Our Staff Reporter

HYDERABAD, NOV. 5. Shop, eat and celebrate is the new mantra, at least at the Hyderabad Central.
The massive seamless mall on the busy Punjagutta road is one experience that is bound to leave
Hyderabadi's spellbound.
And why not, over 300 clothing brands to choose from, including the famous Marks and Spencer from
the United Kingdom, besides a complete range of music, books, coffee shops, food courts, supermarket
and restaurants, it has it all. What more, the five-storied mall will soon have a multiplex too with five
screens.
The Hyderabad Central from the Pantaloon Retail India Limited Group will be thrown open to public on
Saturday.

Cosy ambience
The sprawling mall spread over 2,50,000 square feet has everything a family needs. It has a separate
section for services such as travel, finance, investment, insurance, cinema ticket booking, bill payments,
foreign exchange and other miscellaneous services. It also has a `Central Square', a place for product
launches, impromptu events, displays, shows and exhibitions.
World class standards in ambience, interiors and service, the Hyderabad Central has been
conceptualised with a theme and tagline that says `shop, eat and celebrate.'
"It has fashion, cosmetics, perfumes, consumer and personal electronics, home appliances, furniture,
time wear, eyewear, footwear and jewellery," says Rakesh Biyani, Director of Pantaloon Retail India
Limited.
Rs. 70-crore project
With an investment of some Rs. 70 crores, this is the second such mall in the country, the first being in
Bangalore. Mr. Biyani says that some 15 such malls will be opened in various cities across the country.
The third mall is being opened in Pune.
At the Hyderabad Central, shopping is spread over four levels.
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The level one is devoted for food and women, level two for men, level three for youth and level four for
kids and home accessories, including a food court. Level five will have the Multiplex. An exclusive play
area has also been designed keeping in mind safety and fun aspect. "All leading brands in India will be
available under one roof," Mr. Biyani says.
Talking about the food, the mall has seven restaurants and a Pizza Hut outlet besides food courts and
coffee shops.
Coming to the parking area, the mall can accommodate 400 cars and equal number of two-wheelers at a
time. Valet parking will also be available.
So, Hyderabadi's what are you waiting for? Indulge!

Future Group's third Central Mall

Future Group unveils third Central Mall in Bangalore

MAY 31, 2011

Kishore Biyani-led Future Group has recently launched a 3.25 lakh sq.ft Central Mall - the leading
lifestyle retail format from the group - in Sarjapur, Bangalore. This is the group's 18th Central in the
country and third in Bangalore.
With over 1000 national and international brands, Bangalore Central has outlets of Crossword, Caf
Coffee Day, Archie's, Body Shop, Titan Eye+, Madhuloka wine shop and many more. The store will
also have food court, fine dining restaurants, McDonalds, KFC, Pizza Hut, Bowling Alley,
entertainment zone and others.
Bangalore Central at Sarjapur houses Food Bazaar offering daily essentials, fresh fruits and vegetables,
packaged foods and much more in over 18000 sq.ft space. The mall also houses Cinemax with 3 screens
and also a mini screen which can be utilised by customers for private screenings for family and friends.
Shankar Suryanarayan, chief marketing officer, Central said, Sarjapur is a well developed locality
given its proximity to the IT clusters in the city. The consumers in the catchment are well travelled, well
read & exposed to the best of brands. At Central, shoppers can choose from the best of brands across
categories like apparel, footwear, cosmetics, perfumes, hand bags, watches, eyewear, jewellery,
sportswear & others. The store has been designed at par with international standards and latest in-store
designs which will improve customers shopping experience.
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Central was launched in May 2004 in Bangalore, as India's first seamless store and the biggest lifestyle
retail brand from Future Group. There are currently 18 Centrals across India in cities such as Bangalore,
Hyderabad, Vadodara, Mumbai, Pune, Ahmedabad, Indore, Jaipur, Raipur, Surat, among others.

Case Study on Retail Industry

Introduction
Future Group plans exclusive food stores (Case Study)
The Future Group will open a chain of stores called Food Hall to sell only foodstuff in an attempt to tap
into India's largest retail segment that's growing rapidly.
It will convert about 16 of its Food Bazaar supermarkets and two counters in Pantaloons stores into the
new brand. Food Bazaar shops sell grocery to general merchandise, but the new stores will stock only
food items.
We are making food a bigger play, chief executive Kishore Biyani said. Customers want more
assortments and variety in food.
Food is the biggest chunk of India's $435 billion annual retail business, with a share of 70%.
Food retailing is a $3 billion annual business for organized retailers that are expected to expand to $16
billion a year in 10 years, according to retail consultancy Technopak Advisors Pvt. Ltd.
There is a lot of variety in food in India that can also help a dedicated food stores, says Abhishek
Malhotra, partner at consulting firm Booz and Co. This can be a valuable proposition.
Future Group also operates three gourmet Food Bazaar stores selling international brands. These would
be folded into the Food Hall brand.
Biyani has ambitious plans to tap the growing food business and is targeting `10,000 crore revenue from
food in four years.

Question:
Which factors have attracted to Kishore Biyani in food stores?

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